| Rufino S. Licos Madison, Wisconsin A native of La Union who conquered Wisconsin |
Rufino S. Licos or “Mr. Licos” is a household name among
Filipinos in Madison. Among students and teachers, his
called “Señor Licos.” If one wanted to name drop, his was
the name to use. He embraces every new comer,
homeless person, new arrival, or anyone seeking a meal as
if they were long lost members of his family. He treats them
with enthusiasm and open arms that many are known to
have stayed with the Licos’ for weeks, months and even
years. Rufino is not only well known in the Filipino
community in Madison, his reputation extends to the greater
Madison community as well, being a teacher and a much
sought after performer. Now retired and still on cloud nine
over the success of his autobiographical novel “Our Four
Loves of Bread,” published in 2004, to which he dedicates to
his four daughters: Heidi, Gina, Neri, and Raechel, Rufino
now travels the country for book signings and speaking
engagement to promote his book. If you happen to pass by
at the East Towne mall in Madison, you would think the
Mayor of the town is walking through greeting the people
around only to find out that it is only Rufino doing his
Filipinos in Madison. Among students and teachers, his
called “Señor Licos.” If one wanted to name drop, his was
the name to use. He embraces every new comer,
homeless person, new arrival, or anyone seeking a meal as
if they were long lost members of his family. He treats them
with enthusiasm and open arms that many are known to
have stayed with the Licos’ for weeks, months and even
years. Rufino is not only well known in the Filipino
community in Madison, his reputation extends to the greater
Madison community as well, being a teacher and a much
sought after performer. Now retired and still on cloud nine
over the success of his autobiographical novel “Our Four
Loves of Bread,” published in 2004, to which he dedicates to
his four daughters: Heidi, Gina, Neri, and Raechel, Rufino
now travels the country for book signings and speaking
engagement to promote his book. If you happen to pass by
at the East Towne mall in Madison, you would think the
Mayor of the town is walking through greeting the people
around only to find out that it is only Rufino doing his
exercise. Rufino is a classic ideal of the Filipino going to America and making it. His story is “our
story.” Born to Bernardino Licos and Flaviana Subido, parents who were affluent farmers in La Union,
Philippines. He has two brothers: Artemio and Florendo. After being an altar boy at the age of ten, he
ruminated about life in a religious setting and proceeded to enter the seminary. In search of a further
calling, Rufino enrolled at the St. Louis University in Baguio City, and graduated with a teaching offer
that he could not refuse. Back in school, he was a very active member of the dance troupe and Boy
Scout organization.
In 1968, Rufino migrated in the United States and started teaching Mathematics at Richland Center,
Wisconsin, a stint that lasted for four memorable years. In 1972, he transferred to Waterloo School
District. He became a U.S. citizen in 1974 and married Epifania “Eppie” Avecilla, a nurse in Manitoba,
Canada in 1975. Rufino brought Eppie to Madison, where she worked at Mercy Hospital in Janesville
and later at the Methodist Hospital which later became Meriter Hospital and has been on staff since.
Their life is enriched by complement of their interests and hobbies that revolve around their children.
With teaching and activities which includes: coaching the drama class, advisor of the student
publication, advisor of the AFS, membership with JAYCEES, Boy Scouts and teaching catechism, it is
no wonder when the “girls” went to school they were immediately drawn in to these activities, all of
whom are high achievers and every one of them have a beauty title to their name. Rufino organized
foreign trips for his students taking them to Spain, Tangier, and Paris. He also taught catechism at St.
Joseph’s Catholic Church in Waterloo, and at St. Albert, the Great in Sun Prairie. Rufino was one of the
founders of the Philippine American Association of Madison and Neighboring Areas (PAMANA)
organization in Madison.
Rufino’s main dance group was Eppie and their four girls during the days when he became the dance
director and choreographer of PAMANA. The Licos family was able to dance throughout Madison, and
performed throughout the Midwest as well. He was recognized for his many forays in the community.
People would say about the Licos’ family, “the family that works together, dances together for the
promotion of Filipino culture and heritage in America. Rufino has been helpful with Milwaukee Filipino
community when they began teaching folk dances for community events. Rufino S. Licos holds two
PAMANA Service Award, and has been a recipients of the Community Service Award, Outstanding
Young Educators Award, DPI Recognition of Service Award, received from Chicago Hall of Fame the
“Model Family Award in 2000, and in 2005 received from the Filipino American National Historical
Society of Wisconsin, Community Leadership and Citizenship Award which he is very proud of.
story.” Born to Bernardino Licos and Flaviana Subido, parents who were affluent farmers in La Union,
Philippines. He has two brothers: Artemio and Florendo. After being an altar boy at the age of ten, he
ruminated about life in a religious setting and proceeded to enter the seminary. In search of a further
calling, Rufino enrolled at the St. Louis University in Baguio City, and graduated with a teaching offer
that he could not refuse. Back in school, he was a very active member of the dance troupe and Boy
Scout organization.
In 1968, Rufino migrated in the United States and started teaching Mathematics at Richland Center,
Wisconsin, a stint that lasted for four memorable years. In 1972, he transferred to Waterloo School
District. He became a U.S. citizen in 1974 and married Epifania “Eppie” Avecilla, a nurse in Manitoba,
Canada in 1975. Rufino brought Eppie to Madison, where she worked at Mercy Hospital in Janesville
and later at the Methodist Hospital which later became Meriter Hospital and has been on staff since.
Their life is enriched by complement of their interests and hobbies that revolve around their children.
With teaching and activities which includes: coaching the drama class, advisor of the student
publication, advisor of the AFS, membership with JAYCEES, Boy Scouts and teaching catechism, it is
no wonder when the “girls” went to school they were immediately drawn in to these activities, all of
whom are high achievers and every one of them have a beauty title to their name. Rufino organized
foreign trips for his students taking them to Spain, Tangier, and Paris. He also taught catechism at St.
Joseph’s Catholic Church in Waterloo, and at St. Albert, the Great in Sun Prairie. Rufino was one of the
founders of the Philippine American Association of Madison and Neighboring Areas (PAMANA)
organization in Madison.
Rufino’s main dance group was Eppie and their four girls during the days when he became the dance
director and choreographer of PAMANA. The Licos family was able to dance throughout Madison, and
performed throughout the Midwest as well. He was recognized for his many forays in the community.
People would say about the Licos’ family, “the family that works together, dances together for the
promotion of Filipino culture and heritage in America. Rufino has been helpful with Milwaukee Filipino
community when they began teaching folk dances for community events. Rufino S. Licos holds two
PAMANA Service Award, and has been a recipients of the Community Service Award, Outstanding
Young Educators Award, DPI Recognition of Service Award, received from Chicago Hall of Fame the
“Model Family Award in 2000, and in 2005 received from the Filipino American National Historical
Society of Wisconsin, Community Leadership and Citizenship Award which he is very proud of.
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