The townspeople warmed to him, the gringo, when they saw he was wearing the Virgin as a pendant. And once he explained his purpose -- that he came from up North, that his people didn't know the ways of the Fiesta, and he had come to study so that he could learn and return to enlighten his people -- they let him stay.
They were saddened, he said, to hear that anyone didn't know the ways of the Fiesta -- it's core importance to the welfare of the people.
A sentiment which, maybe, explains the rash of Spanish-language tunes that have popped up in support of Barack Obama's campaign. Because, as everyone knows, music is a core component of any Fiesta:
(dude: there's a ringtone for this one. I've gotta track it down.)
But it certainly can't even begin to explain this one, which I offer without comment:
Update: dianeburnett has provided the proper translation of ¡Jalisco, no te rajes! which is: Jalisco, don't give up! (Although I continue to nurse a certain fondness for Babel Fish's inept translation: "you do not crack!")