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RIO GRANDE CITY, Tex. Ruben Villarreal knew he was different, and it had nothing to do with his curlicue mustache. The Latino tire-shop owner with the ten- gallon hat had been mayor of this border town for several years before he dared to discuss his political affiliation. He felt like a cactus around balloons.

Its not easy being Republican, he said, when everybodys a Democrat.

As long as anyone can remember, the South Texas counties that make up the Rio Grande Valley have been two things: Hispanic and blue-as-the-big-sky Democrat. In Hidalgo County, along the Rio Grande, the locals say a Republican hasnt won a countywide office in recent memory. Even though Republican governors have led Texas for two decades, their best showing among Hispanic voters was in 1998 with George W. Bush, who didnt even win half.

But this year, Republican nominee Greg Abbott, the states attorney general, has set out to break Bushs record by making the rapidly growing Hispanic vote and the Rio Grande Valley central to his campaign. The day after Abbott announced his candidacy in San Antonio, he was in McAllen, on the Mexican border. He has visited the area 14 times during the campaign, most recently for his first debate with the Democratic candidate, state Sen. Wendy Davis.

He has also aired six Spanish-language TV ads, including one featuring his Latina mother-in-law that premiered during the Mexico-Brazil World Cup match in June. (His values are our values. Faith, family and honesty, his sister-in-law Rosie Phalen says in the ad.)

Daviss team has also aggressively courted Hispanics, with radio and television ads, a Spanish-language Web site and 13 visits to the valley.

The situation has surprised locals who are accustomed to being a sideshow in big elections.

This is the first time in my memory ... that weve had the interest of the politicians, said McAllen Mayor Jim Darling, who has endorsed Abbott and whose office is nonpartisan. For years, the Democrats kind of took our county for granted, and the Republicans didnt think theyd make any inroads.

Abbotts outreach reflects the growing power of the Hispanic vote in Texas, as well as an effort to preempt the Davis campaigns characterization of him as anti-immigrant. But in this heavily Hispanic area, hes still at a disadvantage.

The Davis campaign has four times the staff in the Rio Grande Valley and endorsements from more than 70 local leaders. Even though she didnt fare well in the primary in South Texas, Davis received far more total votes than Abbott. A recent poll showed her leading by more than 2 to 1 among Hispanic voters.

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Can a Republican win the Hispanic vote in Texas?