TAOS, N.M. (AP) — Larry Whitten marched into this northern New Mexico town in late July on a mission: resurrect a failing hotel.

The tough-talking former Marine immediately laid down some new rules. Among them, he forbade the Hispanic workers at the run-down, Southwestern adobe-style hotel from speaking Spanish in his presence (he thought they’d be talking about him), and ordered some to Anglicize their names.

No more Martin (Mahr-TEEN). It was plain-old Martin. No more Marcos. Now it would be Mark.

Whitten’s management style had worked for him as he’s turned around other distressed hotels he bought in recent years across the country.

The 63-year-old Texan, however, wasn’t prepared for what followed.

His rules and his firing of several Hispanic employees angered his employees and many in this liberal enclave of 5,000 residents at the base of the Sangre de Cristo mountains, where the most alternative of lifestyles can find a home and where Spanish language, culture and traditions have a long and revered history.

“I came into this landmine of Anglos versus Spanish versus Mexicans versus Indians versus everybody up here. I’m just doing what I’ve always done,” he says.

Former workers, their relatives and some town residents picketed across the street from the hotel.

“I do feel he’s a racist, but he’s a racist out of ignorance. He doesn’t know that what he’s doing is wrong,” says protester Juanito Burns Jr., who identified himself as prime minister of an activist group called Los Brown Berets de Nuevo Mexico.

The Virginia-born Whitten had spent 40 years in the hotel business, turning around more than 20 hotels in Texas, Oklahoma, Florida and South Carolina, before moving with his wife to Taos from Abilene, Texas. He had visited Taos before, and liked its beauty. When Whitten saw that the Paragon Inn was up for sale, he jumped at it.

The hotel sits along narrow, two-lane Paseo del Pueblo, where souped-up lowriders radiate a just-waxed gleam in the soft sunshine as they cruise past centuries-old adobe buildings. One recent afternoon, a woman slowly rode her fat-tire bicycle along a cracked sidewalk, oversized purple butterfly wings on her back and a breeze blowing her long, blonde dreadlocks.

The community includes Taos Pueblo, an American Indian dwelling inhabited for over 1,000 years, and an adobe Catholic church made famous in a Georgia O’Keeffe painting.

After he arrived, Whitten met with the employees. He says he immediately noticed that they were hostile to his management style and worried they might start talking about him in Spanish.

“Because of that, I asked the people in my presence to speak only English because I do not understand Spanish,” Whitten says. “I’ve been working 24 years in Texas and we have a lot of Spanish people there. I’ve never had to ask anyone to speak only English in front of me because I’ve never had a reason to.”

Some employees were fired, Whitten says, because they were hostile and insubordinate. He says they called him “a white (N-word).”