A Joe Brand story — a century of wisdom, family, and the pursuit of excellence. p.24
THREE DECADES OF OPPORTUNITY
VIDA celebrates 30 years of transforming lives in the Rio Grande Valley. p.18
40 YEARS CARING FOR GENERATIONS
South Texas Health System McAllen’s robotic revolution and four decades of progress. p.58
SIMPLE RECIPE FOR SUCCESS
How Pepe’s Mexican Restaurant thrives for over 30 years. p.82
Proverbs 16:3
As we bring 2025 to a close, this issue of RGVision — our November/December edition — stands as a tribute to the people and values that make the Rio Grande Valley extraordinary. Our cover story, A Legacy of Love — a Joe Brand story, honors the Medina family — a symbol of faith, perseverance, and devotion to community. Their story reminds us that real success is measured not just in business or progress, but in the impact we leave on those around us.
For over 17 volumes, RGVision has remained dedicated to a single purpose: to present the Rio Grande Valley in the most positive light possible. We shine a spotlight on the leaders, dreamers, and doers who shape our region’s identity and drive its future forward. Inside this issue, you’ll discover stories of innovation, resilience, and service — from VIDA’s 30 years of empowering students, to South Texas Health System McAllen’s decades of medical advancement, to the timeless family recipes that have kept local businesses thriving for generations.
At the heart of every story lies our mission — to start conversations that inspire growth, celebrate heritage, and unite our community in purpose. As it says in Proverbs 16:3, “Commit to the Lord whatever you do, and He will establish your plans.”
May this issue remind us that when passion and purpose align, the legacy we build extends far beyond ourselves.
PUBLISHER'S NOTE
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Copyright by RGVision Publications Inc. All rights reserved. Reproduction without expressed written permission of the publisher is prohibited. The opinions and views expressed in the magazine do not necessarily reflect those of our advertisers or collaborators. RGVision magazine is published bi-monthly and circulates copies across the Rio Grande Valley. The RGVision office is located at 100 E. Nolana Ave. Suite 130 McAllen, TX 78504.
DOMINIQUE Y. ZMUDA
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JOEY PARTIDA
ACCOUNT EXECUTIVE
Cynthia Ybarra
Karelis Mesquitic
Amanda L. Rodriguez
RGV Renovations LLC
Port of Brownsville
Unique HR
Omar Ochoa Law Firm
RioPlex Business Exchange
Valley Baptist Medical Center
Humberto Montemayor
Taylor Zavala
Bryan Kirk
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Lorenzo Reyna
For editorial comments and suggestions, please send emails to info@RGVisionMagazine.com. For advertising information, please call us at 956.627.2951 or email us at info@RGVisionMagazine.com.
A special thank you to all the advertisers who support this publication: You are the power behind the flywheel igniting positive change that keeps the conversation going.
PRINTED IN MEXICO
2025 VOLUME 17 ISSUE 6
RGVISION MAGAZINE
A Joe Brand story — a century of wisdom, family, and the pursuit of excellence. A LEGACY OF LOVE
EDUCATION
Cradle to College and Beyond
pg 12
Scholarships & Giving Back
pg 14
Breaking Barriers
pg 16
THREE DECADES OF OPPORTUNITY
VIDA celebrates 30 years of transforming lives in the Rio Grande Valley.
40 YEARS CARING FOR GENERATIONS South Texas Health System McAllen’s robotic revolution and four decades of progress. 18 58 82
SIMPLE RECIPE FOR SUCCESS
How Pepe’s Mexican Restaurant thrives for over 30 years.
Delivering Results
pg 28
Building Brownsville's Future pg 30
Powering Progress pg 36
Navigating the Future
pg 40
PEO With a Pulse pg 42
Fighting For What's Right
pg 44
Paper Trails to Digital Solutions
pg 46
Ready to Sell pg 48
Return On Marketing Spend
pg 50
From Research to Recovery pg 52 Home in Healing pg 56 Into a New Age pg 64
Strong Foundations pg 68
Expanding the Archives pg 74
Our Texas, Our Future pg 76
Valley Haven pg 86
Each and every member of our advisory board charges RGVision with growth and commitment within our business development, social engagement, and editorial efforts. Through their feedback and contributions, RGVision will continue to help tell and share the Rio Grande Valley’s stories and extend the invitation to join the conversation.
by Cynthia Ybarra | photos provided
In the Rio Grande Valley, education is more than a pathway to a diploma — it’s a bridge to opportunity. At Pharr-San Juan-Alamo Independent School District (PSJA ISD), that bridge begins the moment students enter a classroom and extends far beyond the walls of the school.
From free full-day Pre-K programs to nationally recognized Early College initiatives, PSJA ISD has crafted a comprehensive system that prepares students to thrive in college, careers, and life. Its approach is student-centered, forward-thinking, and rooted in the belief that every learner deserves a foundation for success.
For many students, the idea of college can feel distant or daunting. PSJA ISD’s Early College Program changes that, providing students with the opportunity to graduate high school not just ready for college, but already equipped with college-level coursework — and for some, even an associate degree.
PSJA ISD is the only district in Texas to offer a wall-towall Early College Program across all six of its high schools. In 2025, more than 700 students earned an associate degree before receiving their high school diploma, saving
families tuition costs and giving students a head start in higher education.
“Thanks to PSJA, I’ve not only discovered my passions but also cultivated the skills I need to succeed,” said Brianna Alvarez, a 2025 Early College graduate. “The foundation PSJA provided will guide me as I pursue my college degree and create opportunities for others.”
The program exemplifies PSJA’s commitment to equity, ensuring that every student, regardless of background, has access to college-level learning.
BILINGUALISM AS A SUPERPOWER
In a global economy, bilingualism is more than a skill — it’s a competitive advantage. PSJA ISD’s Dual Language Enrichment Program immerses students in English and Spanish from Pre-K through 12th grade, fostering fluency, literacy, and cultural confidence.
Graduates earn the Seal of Biliteracy, a distinction recognized by colleges and employers, demonstrating not only proficiency in two languages but also the ability to navigate diverse environments with ease.
“Being bilingual isn’t just about speaking two languages — it’s about thinking, feeling, and dreaming in two cultures,” said 2025 graduate Jose Ochoa Escobedo.
Programs like this reflect PSJA’s understanding that education must prepare students to succeed not only locally but globally.
CAREER PATHWAYS AND REAL-WORLD
PSJA ISD also prioritizes workforce readiness through its Career and Technical Education (CTE) Program, offering pathways in high-demand fields such as healthcare, technology, engineering, and business.
Students gain hands-on experience, earn industry certifications, and develop professional skills that allow them to enter the workforce immediately after graduation, if they choose. The program blends rigorous academics with practical application, ensuring students graduate with both knowledge and confidence.
RECOGNITION FOR EXCELLENCE
The success of PSJA’s students and programs has earned national and state recognition.
U.S. News & World Report (2025): Five PSJA high schools ranked among the Top High Schools in Texas, including PSJA T. Jefferson T-STEM Early College High School in the top 10% statewide.
Texas Education Agency (2025): Sixteen campuses earned an “A” rating, reflecting excellence in student achievement, school progress, and equity.
These accolades underscore that PSJA’s approach — focusing on both opportunity and outcomes — delivers measurable results.
BUILDING A LEGACY OF OPPORTUNITY
At PSJA ISD, success is defined not by test scores alone, but by the opportunities students can seize after
leaving the classroom. Every Pre-K lesson, every bilingual conversation, and every college-level course is part of a larger vision: preparing students to shape their own futures.
“Our mission is to ensure every student graduates prepared for life beyond high school — whether that means a college degree, a career certification, or the ability to lead as a bilingual, biliterate citizen,” said Superintendent Dr. Alejandro Elias.
From their first steps in Pre-K to the moment they walk across the graduation stage — and beyond — PSJA students are proving that with the right foundation, the future is theirs to build.
16 schools earned an “A” rating by TEA in 2025
100% of PSJA ISD high schools are designated Early College
700+ graduates earned an STC Associate Degree in 2024-2025 year
2,800+ students enrolled in college courses each semester
520+ Seniors earned a Seal of Biliteracy in May 2025
by Karelis Mesquitic | photos provided
The PSJA Education Foundation hosted its 13th Annual Gala Fundraiser on Thursday, October 2, 2025, at the Bert Ogden Arena. This year’s event featured a performance by Marshall Charloff and the Purple Xperience, the world’s premier Prince tribute band, creating an unforgettable evening of giving back.
Founded in 2013, the PSJA Education Foundation is an independent non-profit 501©(3) organization dedicated to enhancing educational opportunities for students and families in the Pharr-San Juan-Alamo Independent School District (PSJA ISD). Thanks to the generosity of PSJA alumni, local businesses, and district staff members who contribute through monthly payroll deductions, the Foundation has raised and awarded more than $3.9 million since its inception.
During the 2024-2025 school year alone, the Foundation awarded over $320,000 in student scholarships, $43,000 in teacher mini-grants, and a $15,000 grant toward district literacy initiatives, directly benefiting PSJA students and educators.
The annual gala is the foundation’s largest fundraiser event, bringing together community leaders, alumni, and supporters to help fund scholarships and teacher grants. Attendees had the opportunity to bid on more than 50 silent and live auction items, ranging from exclusive
experiences to unique getaways, all while enjoying the sounds of a live performance.
“On behalf of the PSJA Education Foundation, I would like to thank all of our donors and sponsors for being here tonight,” said PSJA Education Foundation CoVice President Judge Jaime “Jerry” Munoz. “The PSJA Education Foundation has one goal and one goal only — to raise funds for student education, and what we do on behalf of our donors is we help dreams come true. These students have dreams to move further along in their education, and that’s what we help facilitate. All of this pays off tonight, thank you again to everyone who joined us, and thank you for your contribution.”
The success of this year’s event was made possible through the generous support of our Presenting Sponsor, the PSJA ISD Superintendents Scholarship Golf Classic, which raised nearly $53,000 in donations, along with numerous local businesses and partners who continue to support education throughout the tri-city community.
Through its continued efforts, the PSJA Education Foundation plays a vital role in advancing its mission, ensuring students have access to the resources, scholarships, and opportunities they need to succeed.
For more information about the PSJA Education Foundation and to learn how you can support its mission, visit psjaedfoundation.org.
by Caroline Waldrip | photos provided
When the Brownsville Independent School District swore in Chief Anna B. Gaucin as the first female police chief in the district’s history, it was more than a milestone — it was the beginning of a new chapter for Brownsville ISD’s Police and Security Services Department. With decades of experience as both an officer and an educator, Gaucin brings a unique leadership style rooted in authenticity, service, and a deep commitment to students.
“While being named the first female police chief at Brownsville ISD may be considered a milestone, what I value most is the journey that brought me here,” Gaucin said. “I worked my way through the ranks and spent time teaching 9th–12th grade students, and it was in the classroom where my leadership style was truly shaped.”
That teaching background, she explained, taught her that leadership is not only about authority but also about trust. “I learned that authenticity and generosity of spirit are essential in earning trust, building relationships, and guiding others — qualities I strive to carry forward every day as Chief,” she said.
BEYOND SAFETY: BUILDING OPPORTUNITIES
The department’s work goes far beyond campus safety. Gaucin and her team are actively creating programs that prepare students for careers in public service. “One of our key initiatives is to create more internship opportunities for students, particularly those in the CTE Law, Public Service, Corrections, and Security Pathway,” she said.
These internships give students real-world experience in areas like dispatch, security, and policing, while also creating a pipeline of future leaders. “By giving students these opportunities, we help open doors to careers as dispatchers, security officers, and even police officers, building the next generation of public servants from within our own community,” Gaucin said.
School safety is a growing concern nationwide, but Brownsville ISD has long been ahead of the curve. “As a district, Brownsville ISD has long been at the forefront of school safety. Even before many of the current mandates, we had already incorporated emergency management and planning into our practices,” Gaucin said.
The department’s approach goes beyond compliance. “While readiness is important, my priority goes beyond that — we want our officers, staff, students, and parents to all feel prepared,” she said. That preparation includes collaboration with the district’s Supervisor for Environmental, Health, Safety, and Custodial Training to align safety practices across campuses.
Equally important is the relationship between officers and students. “We are focused on closing the gap by building trusting relationships between our school-based officers and students,” Gaucin said. “When students feel comfortable reporting concerns, we can address potential threats early and keep our campuses safe.”
For Gaucin, what sets her department apart is the way officers invest in students’ lives beyond day-today policing. “Beyond daily operations, what makes me especially proud is how our officers invest in our students’ success outside of traditional policing,” she said.
That investment often comes in personal, quiet ways. “Whether it’s mentoring, cheering them on at sporting events, or stepping in to sponsor something a student might not otherwise afford — like footwear for athletics or clothing for a special occasion — our team consistently goes above and beyond,” she said.
She has witnessed countless moments when officers made sure a student could fully participate. “Time and again, I’ve seen our officers quietly ensure that students have what they need, and that commitment reflects the true spirit of service in our department,” Gaucin said.
For Gaucin, the future of Brownsville ISD’s Police and Security Services ties back to the classroom. “At the heart of our work is helping students succeed by connecting them with the resources they need, not only to thrive in school but also beyond graduation,” she said.
She envisions her department as a place where students can find both safety and inspiration. “A key part of that vision is creating a pipeline for students interested in law enforcement — building pathways from the classroom to the workforce,” Gaucin said. “By doing so, we not only strengthen our department with homegrown talent but also inspire the next generation of leaders who reflect the values of service, integrity, and community.”
With a trailblazing chief at the helm and a department committed to service beyond the badge, Brownsville ISD’s Police and Security Services is setting a powerful example of what it means to protect, support, and empower the community.
“At the heart of our work is helping students succeed by connecting them with the resources they need, not only to thrive in school but also beyond graduation.”
Chief Anna B. Gaucin, Brownsville Independent School District Police Chief
by Amanda L. Rodriguez | photos provided
Valley Initiative for Development and Advancement (VIDA) marked a remarkable milestone — 30 years of transforming lives through education, economic opportunity, and community impact. On Thursday, October 9th, VIDA hosted its 30th Anniversary Gala, an unforgettable celebration that brought together community leaders, partners, alumni, and supporters to honor three decades of empowering Rio Grande Valley residents to achieve economic prosperity.
From its humble beginnings in 1995 to its current role as a leading workforce development organization in South Texas, VIDA has remained true to its mission: linking the unemployed and underemployed with life-changing education and career pathways that lead to high-skill, high-wage employment.
The evening’s atmosphere was filled with gratitude, pride, and reflection as guests gathered to celebrate VIDA’s
enduring legacy and collective impact. The event honored not only the more than 7,000 lives transformed through VIDA’s programs but also the many partners, funders, and advocates who have championed the organization’s mission throughout the years.
“We are incredibly proud of what VIDA has accomplished over the last three decades,” said Felida Villarreal, President & CEO of VIDA. “This milestone is a celebration of our participants’ success stories and the unwavering support from our partners who continue to invest in the people of the Rio Grande Valley. Together, we’ve built a stronger, more resilient workforce and opened doors to opportunity for so many deserving individuals.”
VIDA extended heartfelt thanks to its sponsors, community partners, and supporters whose participation made the milestone celebration possible. The gala also served as a moment to honor outstanding leaders
and partners who exemplify VIDA’s values of service, commitment, and collaboration.
THIS YEAR’S 2025 HONOREES INCLUDED:
• Community Partner of the Year: South Texas Health System
• Investment Partner of the Year: Edinburg Economic Development Corporation
• Legacy Award: Congressman Vicente Gonzalez (TX-34)
• Graduate of the Year: Maria Luisa Quintana
Each honoree was recognized for their lasting impact and dedication to advancing VIDA’s mission. Graduate of the Year Maria Luisa Quintana moved the audience with her story of perseverance and transformation, embodying the very essence of VIDA’s mission, empowering individuals to overcome barriers, achieve self-sufficiency, and build a better future for their families.
The evening featured an inspiring keynote address by Fernando De Leon, Founder & CEO of Leon Capital, whose message emphasized the importance of education, leadership, and community investment. His words resonated deeply with attendees, reinforcing VIDA’s core belief that opportunity changes everything.
The evening also highlighted the dedication of its Board of Directors and staff, whose tireless efforts continue to drive the organization’s success. Their collective leadership has allowed VIDA to maintain an impressive 91% persistence rate among participants and to expand its reach across high-demand industries such as healthcare, STEM, and skilled trades.
For thirty years, VIDA has played a vital role in bridging education and workforce needs throughout the Rio Grande Valley. By offering comprehensive wraparound support services such as career counseling, financial assistance, and job placement. VIDA ensures that participants receive the guidance and resources needed to succeed.
As the organization looks ahead, VIDA remains committed to its vision of cultivating a highly skilled workforce and fostering economic growth across the region. The next chapter will focus on innovation, collaboration, and expanding opportunities for residents to access quality training and employment.
The 30th Anniversary Gala was more than just a celebration but a reflection of VIDA’s enduring promise to the Rio Grande Valley: to empower individuals, uplift families, and strengthen communities through education and workforce development.
To everyone who celebrated with us and continues to support VIDA’s mission, thank you. Here’s to 30 years of impact and many more lives to be transformed!
A Joe Brand Story — a Century of Wisdom, Family, and the Pursuit of Excellence
by
Rooted in family, strengthened through service, and defined by an unwavering work ethic, the story of Melecio Medina embodies perseverance, love, and the enduring impact of a life devoted to excellence. Melecio Medina is a living testament to that legacy. On November 22, 2025, Melecio Medina Sr. celebrated his 100th birthday.
For more than 40 years, he owned and operated Joe Brand Clothing Store at La Plaza Mall, working closely with his family to make it a success. While he may not have been from McAllen, Melecio was a man whom many in business and social circles sought out to help them look their very best.
Melecio, who was born in El Paso, started learning the lessons of hard work and success in his youth at 10, when he began working at his father’s restaurant in Nuevo Laredo. He learned how to cook, how to clean, how to speak to the adults who came to the restaurant, and he learned how to run a business.
Melecio was an intelligent and quick-witted young man, but he was also very humble and very proud. He was especially good with numbers and learned to read and write English before he could speak the language. He worked at his family’s restaurant until 1944, when he received a draft notice in the mail.
“I really didn't know much about what was going on,” Melecio said. “I knew the Japanese had attacked Pearl Harbor and that Roosevelt had declared war on Germany.”
Melecio was only 18 years old when he went off to war. He was sent to Fort Hood for basic infantry and antitank training, followed by advanced instruction at Fort Sill, Oklahoma. From there, he traveled to New Jersey and boarded the Queen Mary bound for England. After a month overseas, he joined the 99th Infantry Division in Belgium, preparing for the Battle of the Bulge. The day before combat, a military priest led Mass under a tree for hundreds of soldiers seeking strength and courage.
At just 19, Melecio entered combat. Using his anti-tank training, he helped repel waves of German Panzer attacks during weeks of brutal fighting. By the end, only four others and he remained. For his courage and service, he received the Bronze Star, Purple Heart, National Defense Service Medal, World War II Victory Medal, European, African, Middle Eastern Campaign Medal, U.S. Army Good Conduct Medal, and the Combat Infantryman Badge (CIB).
His division was among the first to cross the Rhine River into Germany, remaining there until the German surrender in May 1945. He was discharged in 1946 and returned home, where he went on to build a remarkable life with his beloved wife, Aurora. Together, they created a lasting family and business legacy with their three children, 11 grandchildren, and 13 great-grandchildren.
Melecio’s children and many of his grandchildren worked with him at the Joe Brand Store, which closed in 2018 after more than 40 years in business in McAllen. His children, Jorge Medina, Melecio Medina Jr., and Josie Martinez, shared their memories of what it was like to work with their father, who taught them so much about life, love, and the blessing of a close and loving family.
Melecio’s first job after the war was with the U.S. Postal Service in 1946. He’d passed the test and applied for the job in Laredo, but was instead offered a job to work at a post office in Chicago. However, the windy city was too cold for him, and he returned to Laredo in 1948. Not long after Melecio returned home, he met the woman who would become his wife of 73 years, Aurora, and found a job at Joe Brand Clothing Store, which would later change his life.
“Joe Brand saw something in me, but I couldn’t figure out what it was,” Melecio said.
His children had heard this story many times, and even if Melecio didn’t know what Joe Brand himself saw, they knew what he’d seen in their dad all those years ago.
“He saw Dad as the son he never had,” said Josie.
Mr. Brand took Melecio under his wing on buying trips to Dallas and New York several times a year, and taught him everything he knew about the retail business. He worked with Joe Brand for eight years, and in 1956, Melecio partnered with two other Joe Brand employees to open the SANDES Men’s Clothing store in Laredo, which was only a block from the Joe Brand Clothing Store.
“I thought Joe Brand was going to kill me when I told him I was leaving,” Melecio said. “He was so mad, and I told him, ‘I want to know more,’ to which Joe Brand replied, ‘I have been teaching you!’”
Melecio followed his gut and helped make SANDES a successful business. At the same time, Melecio was building a solid reputation as a businessman. He became
well-known among buyers in New York, Dallas, and Las Vegas, as well as south of the border in Monterrey and Mexico City.
“Dad had a gut feeling that he could make a name for himself, and he was right,” said Josie. Melecio worked at SANDES for 15 years with his associates and managed the store for 10 years.
In 1975, Joe Brand and his son-in-law, Seymon Deutsch, met with Melecio about opening and managing a new Joe Brand store in McAllen. Initially, Melecio declined. He wanted a partnership, not a job. Melecio had built a solid reputation as a business leader in Mexico and South Texas, and Joe Brand knew this, too. They agreed that this would be a partnership, and in 1976, Joe Brand Clothing Store opened in La Plaza Mall in McAllen. The new opportunity required Melecio to move his family from Laredo to McAllen. At the time, Jorge was attending dental school, while Melecio Jr. and Josie were still in high school.
In December 1976, Melecio’s youngest son graduated from high school and joined his father as a part-owner of the store. Then, in 1980, after Jorge graduated from dental school, his father persuaded him to join the family business too, for two or three years to learn the business, and he would also become a part-owner with his brother and father, if he chose. Jorge decided to “delay” his dream of becoming an oral surgeon and stayed home to learn the business from the best in the business.
“Two or three years turned out to be the rest of my life, and I never had any regrets,” said Jorge.
Josie, who followed her brothers into the business fulltime several years later, had aspired to a nursing career. She was attending college when she ultimately decided to join the family business.
“When Dad approached us and gave us the pros and cons, it was very easy for us to join our father and help him build the family business,” she said. “We knew this was a business that would benefit the entire family. It really wasn’t a difficult decision for any of us.”
Of course, there were serious discussions about the business, and Jorge recalled a conversation he had with his father about bringing in the Lacoste clothing line in the 1980s. Lacoste, known for the tiny alligator logo embroidered on each shirt, was a popular clothing line in the 80s.
Rooted in family, strengthened through service, and defined by an unwavering work ethic, the story of Melecio Medina embodies perseverance, love, and the enduring impact of a life devoted to excellence.
“I wanted to bring it into the store, but my brother and father said that was not the type of line we carried,” Jorge said.
They spoke several times about the Lacoste line before his dad stopped and asked him if he really thought adding Lacoste would work. After Jorge reassured him, Melecio gave his son the green light. That was how it always was. Meanwhile, Melecio Jr. had decided to pursue a degree in medicine, but returned to work at the store with his family. The Joe Brand store in McAllen quickly became a family business, with Josie initially working part-time as a gift wrapper, becoming the manager for the Women’s Department for Joe Brand.
“We spent our entire professional lives there,” she said. THE JOE BRAND INFLUENCE ACROSS BORDERS
The Joe Brand name and reputation that was planted in McAllen was spreading to influential people on both sides of the border. Jorge and Melecio Jr. often accompanied their father on buying trips and saw firsthand the influence he had in the clothing industry.
“Everyone held our father in high esteem — and they always said he was the best buyer and the best person running a business on the border from California to Texas. They all said he was a master at what he does on the border,” said Jorge. “Everything we learned about running a business, we learned from our father.”
It was not uncommon, said Josie, for the Mexican elite to travel first from the interior of Mexico to Joe Brand to see their father and shop at their store. Many of them were political office holders or held high positions in Mexico.
“These people were very wealthy and owned every sort of industry in Mexico,” she said, adding that these high-end clients trusted his judgment and often had him
choose the suits and accessories. “People came to us to buy the suits, the shirts, the belts, shoes, the socks — even the cologne, to wear for the proper occasion.”
The Joe Brand name carried a lot of weight and was often referred to as “the Neiman Marcus of the South.”
“At the beginning of every presidency in Mexico, a senior advisor would come into the store and share the new president’s size. For the next six years, people would come in from Mexico City and my father would personally buy for the President of Mexico,” Jorge said.
Joe Brand became a symbol of style and excellence in the Rio Grande Valley, and for Melecio, having his family close with him was the best part. Throughout the store’s history, Melecio saw his children’s children take part in the business. The store remained a popular staple to the community until it closed in 2018. Melecio Sr., who was in his 90s, was slowing down. The family sat down with their father to get his approval, and Jorge recalls his answer.
“Whatever you think is best,” he told them.
Still, it was a difficult decision to make. When the store closed, Melecio and his children, who were by then in their late 50s and early 60s, all decided to officially retire to spend time with their own grandchildren.
“I think that all my father wanted to do was to keep his family close to him,” said Jorge. “There are no regrets from anyone. The most important thing for my father and for all of us is that we became a much stronger family by staying together. We were all extremely blessed.”
Today, the Medina family remains close, gathering weekly and celebrating holidays together. Their children and grandchildren continue to honor Melecio and Aurora’s legacy through their success, carrying forward the same values of hard work, love, and unity that define the family.
Josh Zurbaran
RGV Renovations LLC
(956) 638-0290
Josh@RGVrenovations.com
by RGV Renovations LLC | photos by Lorenzo Reyna and provided
In commercial construction, every decision carries risk. For owners, cities, and developers, those risks can translate into costly delays, budget overruns, and missed opportunities. That’s where Construction Management (CM) comes in: a disciplined, proactive approach that aligns budgets, schedules, design, and approvals from the very beginning.
At RGV Renovations LLC, our mission is simple: to act as an owner’s advocate, protecting investments and
ensuring projects are delivered on time, on budget, safely, and with confidence.
With over 25 years of national experience and more than $600 million in projects delivered coast to coast, our team brings deep expertise to every phase of construction.
Founder Josh Zurbaran began his career in the field, spending 12 years as a Superintendent on landmark projects including the Houston Galleria I & II Renovation,
At RGV Renovations LLC, our mission is simple: to act as an owner’s advocate, protecting investments and ensuring projects are delivered on time, on budget, safely, and with confidence.
Victoria Gardens in California, Northfield at Stapleton in Denver, the Montelucia Resort in Arizona, and Bass Pro Shops in Miami. These projects taught him more than construction, they taught him how to navigate complexity, coordinate diverse teams, and protect client investments.
When Zurbaran relocated to the Rio Grande Valley in 2009, he brought that experience home. Since then, he has overseen major educational, retail, and municipal projects such as SW High School #4, Jaime Escalante Middle School, Marcia Garza Elementary School, La Plaza Mall’s renovation and expansion, La Palmera Mall in Corpus Christi, multiple HEB renovations, and national assignments for clients like Simon, Washington Prime, Trademark, and Miller Capital.
After decades in the industry, one thing became clear: too often, owners were left carrying the risk. Unclear budgets, misaligned drawings, approval delays, and coordination breakdowns were common pain points.
That’s why Zurbaran launched RGV Renovations LLC in March 2024, focusing on Construction Management services. By getting involved before a shovel ever hits the ground, RGV Renovations helps owners and developers avoid costly surprises.
In just 18 months, the firm has managed more than $1 million of work directly as a General Contractor while consulting on projects ranging from a $10 million municipal development to a $30 million private retail investment. Clients, including Penske, the Cities of Edinburg and Weslaco, Vizta Property Development, Washington Prime, and Weslaco IS,D have trusted RGV Renovations to deliver accountability and value.
HOW RGV RENOVATIONS ADDS VALUE
Construction is more than concrete and steel, it’s strategy, timing, and relationships. At RGV Renovations,
we focus on four areas that drive success:
• Risk Mitigation from Day One: Identifying potential pitfalls early to protect your investment.
• Seamless Coordination: Aligning design teams, city officials, landlords, and tenants so approvals don’t stall progress.
• Budget Discipline: Producing transparent, realistic projections that keep surprises at bay.
• Owner Advocacy: Making every recommendation with the client’s long-term interests first.
With bilingual leadership and strong regional ties, RGV Renovations also bridges communication gaps, smoothing the path for both private and public clients.
For Zurbaran, building is more than a career, it’s a passion for shaping futures. In addition to leading RGV Renovations, he recently fulfilled a lifelong dream by serving as a Visiting Associate Professor of Practice at Texas A&M University–McAllen, where he taught the Capstone course for graduating Construction Science students. Mentoring the next generation of builders reinforced his belief that great construction is not just about what we build, it’s about the legacy we leave.
South Texas is growing rapidly, and with growth comes complexity: infrastructure demands, budget constraints, and heightened community expectations. Whether you’re a city planning upgrades, a developer launching a new project, or a business owner expanding operations, engaging a Construction Manager early can mean the difference between costly setbacks and lasting success.
At RGV Renovations, we combine national experience, local insight, and a relentless focus on risk mitigation to deliver successful projects for our clients. Let’s build with confidence.
by Caroline Waldrip | photo by Bárbara Delgado
When Cori Peña joined the Brownsville Community Improvement Corporation (BCIC) in 2010 as a project coordinator, she brought with her a lesson she learned early in her career: economic development is about people first. “I quickly realized that economic development is less about projects and more about people,” Peña said, recalling her early days working in Harlingen.
Now, as BCIC’s President and CEO, Peña is celebrating 15 years with the organization, leading it through a transformation that has helped redefine Brownsville as a hub for innovation, entrepreneurship, and inclusive growth. Among the milestones that define her tenure, few
are more impactful than the launch of the Business Improvement and Growth Program (BIG) in 2019. What started as a $600,000 pilot investment quickly catalyzed nearly $30 million in private funding. “It was a risk, but it was also an act of faith in Brownsville’s ability to invest in itself,” Peña said. “It wasn’t just about restoring buildings — it was about restoring confidence.”
That confidence sparked a ripple effect, fueling Brownsville’s downtown revitalization and building new momentum for local business owners. Peña credits the program’s success to a clear structure and community trust. “We built accountability into the program with
"We look first at how many people will benefit, how it will improve daily life, and whether the project will be sustainable. The best investments are the ones that bring people together.”
Cori Peña , Brownsville Community Improvement Corporation President and CEO
clear guidelines, performance measures, and strong communication so businesses had the support they needed,” she said.
That community-driven mindset has also shaped BCIC’s new 2025–2029 Strategic Plan, a framework that reflects Brownsville’s evolving priorities. The plan focuses on quality of life, entrepreneurship, downtown development, and strategic partnerships — goals grounded in grassroots input. “We didn’t just adopt broad goals — we built them around what the community said mattered most,” Peña said. “It’s a plan that is both visionary and grounded in reality.”
Under Peña’s leadership, BCIC has approved millions in investments aimed at improving daily life, including $2.4 million dedicated to cultural, wellness, and recreational projects. However, each investment is made with an eye toward long-term impact. “We look first at how many people will benefit, how it will improve daily life, and whether the project will be sustainable,” she said. “The best investments are the ones that bring people together.”
That philosophy extends to partnerships like the eBridge Center for Business & Commercialization, a collaboration with UTRGV and federal agencies that positions Brownsville as a regional hub for entrepreneurs. “Collaboration has truly been the multiplier,” Peña
said. “The eBridge Center connects us to regional and international networks — and gives young people a reason to see Brownsville as a city of opportunity.”
Peña also sees institutional collaboration as key to ensuring long-term success. Her recent election to the Brownsville Chamber of Commerce Board of Directors is another opportunity to strengthen BCIC’s alignment with the local business ecosystem. “Being on the Chamber Board helps us break down silos and work toward the same goal: a thriving Brownsville and Rio Grande Valley,” she said.
Beyond the strategic plans and public investments, Peña’s story is personal. She’s a mother, a community builder, and someone who has poured her heart into creating a city her children will be proud to call home. “Professionally, I want to leave behind an organization people trust — one that helped Brownsville grow in thoughtful, inclusive, and forward-looking ways,” she said. “Personally, I hope to be remembered as someone who loved this community.”
Now celebrating BCIC’s 15th anniversary, Peña remains focused on what’s next — but never loses sight of why it all matters. “If Brownsville becomes known as a place where families thrive, creativity flourishes, and opportunity feels within reach for everyone,” she said, “then my time here will have truly mattered.”
by Caroline Waldrip | photos and illustrations provided
For more than 80 years, Texas Gas Service has been a steady and reliable energy partner in the Rio Grande Valley. From serving family homes to fueling growing industries, the company’s legacy in the region is built on safety, innovation, and a deep commitment to community.
“Texas Gas Service has a long-standing history in the Rio Grande Valley, with its roots tracing back over 80 years,” said Paul Vela, director of operations for Texas Gas Service. “Over the years, the company has steadily expanded its system across Cameron, Hidalgo, and
Willacy counties, now serving dozens of communities in the region.”
That continued expansion has come with substantial investment. “Infrastructure investments have been a priority, with $48 million invested over the past two years to enhance the safety and reliability of the system,” Vela said. “This growth and investment reflect our broader mission to deliver natural gas for a better tomorrow.”
Safety is at the core of Texas Gas Service’s operations.
“Safety is our primary core value and drives every decision we make,” Vela said. The company’s safety culture goes beyond compliance — it’s personal. “Our employees look out for one another and take pride in protecting their coworkers, customers, and communities,” he said. “This culture of vigilance and mutual support is what makes our safety record — and our service — strong.”
That commitment has earned Texas Gas Service recognition for the eighth consecutive year for having one of the lowest incident and accident rates in the industry.
AFFORDABLE, EFFICIENT ENERGY
In a region that experiences both soaring summer temperatures and unpredictable storms, reliability and affordability are essential. “Natural gas remains one of the most affordable power sources for homes,” Vela said. He explained that direct natural gas use avoids inefficiencies tied to electricity generation and transmission. “Using electricity instead of direct natural gas for these applications can waste up to three times more energy,” he said.
The company’s infrastructure is designed to provide consistent energy, even during extreme weather. “We’ve completed numerous interconnections and reinforcement
“For families and businesses, natural gas offers dependable energy for everyday needs — from cooking meals and heating water to supporting food production and medical services."
Paul Vela , director of operations for Texas Gas Service
projects in the region and increased our storage capacity by 20%,” Vela said. “These investments have paid off — we have experienced no significant customer outages during winter storms or severe weather over the past several years, despite frigid temperatures and ice.”
Natural gas touches nearly every part of daily life in the Valley. “For families and businesses, natural gas offers dependable energy for everyday needs — from cooking meals and heating water to supporting food production and medical services,” Vela said. “Many local households value natural gas for preparing large family meals and making tortillas on the stovetop, where consistent heat makes all the difference.”
The company’s services are also vital to economic growth. “We’re proud to support the rapid growth and transformation happening across the Rio Grande Valley,” Vela said. “Industrial expansion at the Port of Brownsville and the development of Starbase are driving demand for scalable energy, especially as manufacturing shifts back to the U.S. side of the border.”
While reliability remains central, sustainability is shaping the company’s future. “At Texas Gas Service, we’re committed to building a clean energy future,” Vela said. “We’ve reduced emissions directly from companyowned sources by 51% since 2005 and are on track to reach a 55% reduction by 2035.”
The company is also looking beyond traditional energy sources. “We’re investing in renewable natural gas and hydrogen technologies to further reduce emissions and enhance energy resiliency,” he said. “These initiatives
reflect our long-term commitment to sustainability and the communities we serve.”
Texas Gas Service’s impact goes well beyond energy. In 2024 alone, employees and retirees volunteered more than 270 hours across South Texas. “We helped feed nearly 800 families monthly through the Harlingen Neighborhood Food Pantry, supported 38 classrooms via DonorsChoose, and responded to the March floods with aid to the Rio Grande Valley Food Bank,” Vela said.
He added that giving back is part of the company’s culture. “Our efforts supported nonprofits like the Children's Advocacy Centers of Cameron and Willacy Counties , while our teams joined community efforts like Feast of Sharing and Adopt-a-Beach cleanups,” he said.
Customer safety is another cornerstone of the company’s mission. “We prioritize customer safety by promoting year-round education, including our Safe Digging campaigns and Public Awareness Programs,” Vela said. All safety communications are bilingual to reach as many customers as possible. “These initiatives help customers use natural gas safely and make informed choices,” he said.
As the Rio Grande Valley continues to grow, Texas Gas Service is poised to grow with it — safely, sustainably, and in step with the community. “We’re investing in infrastructure to support future development in fastgrowing cities like Edinburg,” Vela said. “These initiatives reflect our commitment to helping the RGV thrive — economically and sustainably.”
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Port of Brownsville | photo provided
At the southernmost point of Texas, where the Rio Grande meets the Gulf, the Port of Brownsville is driving a new era of growth and opportunity. Vessels, trains, and trucks traverse the port’s industrial landscape, signaling more than just cargo in motion. This is the economic engine driving the Rio Grande Valley’s economy.
As the only deepwater seaport located on the U.S.Mexico border, the Port of Brownsville has become a gateway for trade, a magnet for investment, and a catalyst
for opportunity across South Texas. Currently, more than $20 billion in projects are in the pipeline, promising to further transform the economic landscape of South Texas.
The port’s long-term vision is guided by the Brownsville Navigation District Board of Commissioners. This fivemember elected body oversees policy, planning, and major investment decisions. The current board includes Chairman Esteban Guerra, Vice Chairman Sergio Tito Lopez, Secretary John Reed, and Assistant Secretaries John Wood
The Port of Brownsville continues to drive economic growth in the Rio Grande Valley, solidifying its position as a key player in global trade. With a commitment to innovation, the port is setting new standards in the maritime industry. As it embraces the future, the port remains a cornerstone of prosperity and progress for the region.
and Ernesto Gutierrez. Together, their leadership reflects a strong commitment to economic growth, public trust, and regional impact.
The Port of Brownsville continues to play a central role in the success of the region. According to the U.S. Army Corps of Engineers, the port climbed to No. 41 among the nation’s 150 maritime ports for waterborne cargo, its highest ranking to date. In 2023, the port moved 11.2 million tons of waterborne cargo, up from 9.1 million tons in 2022.
That momentum carried throughout 2024, with total cargo reaching 28 million tons, marking a 57 percent increase from 2023. Operating revenue at the port in 2024 surpassed $30 million for the fourth consecutive year, reaching $43.3 million.
This growth represents more than statistics. It means jobs for families, new business, and broader momentum across South Texas. Every ton of cargo supports a ripple effect that fuels the local economy.
Contributing to the port’s success are consistent investments in infrastructure. A centerpiece of that effort is the Brazos Island Harbor Channel Improvement Project, which will deepen the 17-mile-long ship channel from 42 feet to 52 feet. The increased depth will allow larger vessels to enter more safely, reduce wait times, and improve overall efficiency.
The project is divided into two phases. It’s backed by a Public-Private Partnership involving the U.S. Army Corps of Engineers, the Port of Brownsville, and energy company NextDecade. In 2019, NextDecade committed to funding Phase 1, a $400 million investment, which includes deepening the channel near its Rio Grande LNG site and building two ship berths and a turning basin. Great Lakes Dredge & Dock Company received the contract from NextDecade for work on Phase 1. Phase 2, led by the port and the Corps, is supported by $68 million in federal funding through the Infrastructure Investment and Jobs Act. In 2024, a $104 million contract was awarded to Callan Marine Ltd. The estimated completion date of the project is late 2026.
Infrastructure improvements on the port’s land are moving just as quickly. The port has expanded laydown yards, modernized roadways, and improved berths to handle high-volume cargo, including wind energy components. These updates are essential for maintaining the port’s competitiveness in a changing global market.
The Port of Brownsville continues to attract some of the largest private investments in the energy sector. Projects
like Rio Grande LNG and Texas LNG are shaping the future of U.S. energy exports. Together, they are expected to create thousands of jobs and generate significant longterm economic benefits for the Rio Grande Valley.
Rio Grande LNG, built by Bechtel Energy Inc., is a natural gas liquefaction and export facility with up to 48 million tonnes per annum (MTPA) of potential capacity, making it one of the world’s largest LNG projects in development. Trains 1 through 4, which represent about 24 MTPA and $25 billion in investment, are under construction and are scheduled to begin operations between 2027 and 2030, supported by customers such as ADNOC, Aramco, Shell, ExxonMobil, and TotalEnergies. Train 5, with commercial agreements secured from Jera, EQT, and ConocoPhillips, is advancing toward a positive Final Investment Decision, while Trains 6 through 8 are in early development and permitting.
Texas LNG, a project of Glenfarne Energy Transition, is a planned 4 MTPA export terminal at the Port of Brownsville designed to be one of the lowest-emission LNG facilities in the world. It has secured offtake agreements with companies including EQT Corporation, Gunvor Group, Macquarie, and a major European utility. Texas LNG recently cleared a key regulatory milestone with the Federal Energy Regulatory Commission’s Final Supplemental Environmental Impact Statement and is targeting a Final Investment Decision by the end of 2025. Kiewit Corporation has been selected as the engineering, procurement, and construction contractor, with the project expected to be completed by 2029.
The port is also prioritizing sustainability. From habitat restoration projects to native species conservation, it is working to ensure that economic development goes hand-in-hand with environmental responsibility. These efforts help maintain a balance between progress and preservation.
The port’s location and multimodal access position as a unique link between global trade and emerging industries. It plays a growing role in renewable energy logistics, particularly in the transport of oversized equipment like wind turbines. It’s also supporting the commercial space industry. Just a short distance from SpaceX’s Starbase launch site, the port offers specialized logistics that support space innovation and advanced manufacturing.
With competitive costs, unmatched logistics, available land, and a growing labor force, the Port of Brownsville is one of the most attractive locations in the country for nearshoring and industrial investment.
provided by Omar Ochoa Law Firm | photo provided
At Omar Ochoa Law Firm, we believe every client deserves strong, honest, and fearless representation. Our story began right here in the Rio Grande Valley, where our founder, Omar Ochoa, was born and raised in Edinburg, Texas. From the beginning, his vision was simple, to create a law firm that levels the playing field for individuals and businessesfacing powerful insurance companies and corporations.
After graduating from Edinburg North High School, Ochoa pursued his education at The University of Texas at Austin, where he earned undergraduate degrees in business, accounting, and economics and a master's in professional accounting before completing his law degree at the UT School of Law. During law school, he served as Editor in Chief of the Texas Law Review and graduated with honors.
Ochoa began his career working with national law firms, handling complex business and litigation matters. Yet his heart remained in South Texas. He
returned home to establish Omar Ochoa Law Firm in McAllen, driven by a commitment to represent clients across Texas with the same quality and expertise found at large firms, but with the personal attention and care that only a local firm can provide.
Today, our team proudly represents clients in personal injury, insurance recovery, property damage, and business litigation. We’ve taken on some of the toughest cases, from major storm and fire losses to serious injury claims and commercial disputes. Our results speak for themselves, with more than one billion dollars recovered in verdicts and settlements for clients throughout Texas.
However, success to us is more than numbers. It’s about helping families rebuild after tragedy, ensuring homeowners receive fair treatment from their insurers, and guiding business owners through complex legal challenges. Every case we take on represents a real story, a real struggle, and a chance to make a lasting difference.
Our firm has been honored with statewide recognition, including Ochoa’s selection to the Texas Super Lawyers list, an achievement that places him among the top five percent of attorneys in the state. He was also previously recognized as a Rising Star for his excellence in litigation and leadership in the legal profession.
At Omar Ochoa Law Firm, we are proud to stand up for what’s right; one case, one client, and one community at a time.
If you’ve suffered a loss, been denied a valid claim, or been injured through no fault of your own, we’re here to help.
Call (956) 253-3121 or visit OmarOchoaLaw.com to schedule a free consultation. Let us fight for you, because justice isn’t just our profession, it’s our purpose.
by Joanney Uthe | photos by Lorenzo Reyna
Lone Star Shredding began in 1996 as a paper shredding company and now processes between 13 and 15 tons of paper each day. As the industry evolved, so did the company — expanding into document management and overseeing more than half a million boxes of data. Their services include barcoding each box, retrieving documents on request, making copies, delivering them to clients, or converting them to digital format. With the addition of data imaging, the company has rebranded as Lone Star Document Management Solutions.
“We really try to be a holistic document management company, meaning anything having to do with your records, we can find a solution for it,” said Maritza Venecia, COO and managing partner.
Digital imaging has transformed many industries, most notably the medical field, by significantly reducing the reliance on paper records. Electronic medical records, or EMRs, were first introduced by Mayo Clinic in the 1960s, became more common in the 1990s, and grew rapidly after government incentives in 2009. EMRs allow doctors to make electronic entries in a patient’s chart that can be viewed instantly by other physicians within the same hospital or medical system — eliminating the need for printed charts and paperwork. Patients can also access their lab or scan results through a secure portal or mobile app, further minimizing paper use and streamlining communication.
Digital imaging was once seen as the perfect
environmental solution to eliminate paper waste, but it comes with its own challenges. Data centers that store electronic files account for about 2% of all U.S. electricity consumption, and large facilities can use one to five million gallons of water each day for cooling. In addition to the environmental impact, cybersecurity threats pose a growing concern — cybercriminals have targeted organizations that rely entirely on digital records, crippling hospitals, schools, city governments, and other institutions.
“If you had asked me 10 years ago where we’d be today, I would think that there’d be no paper — but because of cyber criminals and people trying to steal information, it really just holds entities hostage to the paperwork.”
Transitioning from paper to digital storage can seem like a daunting task, but Lone Star Document Management Solutions helps businesses navigate the process with ease. It begins by assessing the retention requirements for each type of document and identifying the most practical, cost-effective approach. Records with shorter retention periods are often best kept as paper files, securely stored in Lone Star’s warehouse until they can be destroyed once they’re no longer legally required. For documents that must be preserved long-term, digital storage offers a smarter alternative — with electronic reminders ensuring nothing is overlooked when retention dates arrive.
“It’s all about your needs. It all begins with retention,” Venecia said. “The first thing you have to do is to legally protect yourself through a retention schedule. Figure out what you have to retain, and how long you have to retain it. Once you have that in place, we can come in and figure out what is the best, most cost-effective way to do it.”
Lone Star Document Management Solutions also offers e-cycling, a service focused on responsibly handling old electronics. The process involves evaluating whether an item can be resold as is or should be broken down and recycled for its raw materials. Hard drives, for example, contain valuable metals such as gold, silver, platinum, and palladium — but they can be even more valuable when securely wiped and reused in working condition.
“We’re in the data protection business. We do a lot of destruction of hard drives. For us, the value is in making sure that those hard drives have been completely erased,” Venecia said.
Venecia credits the company’s success to having a great team and watching industry trends. She explains that new developments often emerge in Europe first, followed by larger U.S. markets like Dallas and Houston, before reaching smaller regions such as the Rio Grande Valley. By staying ahead of these trends, Lone Star is able to anticipate changes and maintain a competitive edge.
Venecia explained that because they operate in a tertiary market, she often anticipates challenges before they arise and feels confident in her ability to handle them.
“I’ve got a great team. Most of my staff have been with me for a long time. I’ve got a couple of employees who have been with me almost my entire career,” she said.
by Gloria P. Plata
For many entrepreneurs, selling a business represents both the culmination of years of effort and the beginning of a new phase of life. Whether built from the ground up or inherited through family, a business often reflects its owner’s personal investment, leadership, and vision. Deciding to sell is therefore not only a financial choice but a strategic and emotional one — one that requires preparation, timing, and an objective understanding of value.
Across South Texas, an increasing number of business owners are approaching this transition. Some are preparing for retirement; others are positioning themselves for new ventures. Regardless of motivation, success in selling a business depends largely on foresight and planning.
FOUNDATION
Effective succession planning is essential before any ownership transition. The process involves identifying, training, and preparing key personnel or successors to assume leadership responsibilities when the current owner steps away. More than a formality, it is a structured effort to ensure stability, protect institutional knowledge, and
maintain client confidence during and after the sale.
Businesses that demonstrate operational continuity are inherently more attractive to buyers. A clear leadership pipeline signals that the company can function independently of its founder, which reduces perceived risk and increases long-term value. Succession planning also strengthens employee morale, ensuring that the workforce feels secure and engaged throughout the transition process.
Timing plays a critical role in maximizing a business’s sale value. Ideally, owners should consider selling when financial performance is strong, operations are efficient, and the market outlook remains favorable. Stable cash flow, consistent profitability, and a capable management team are all indicators that a business is well-positioned for sale. Equally important is the owner’s readiness to let go. Emotional attachment often complicates decision-making, particularly in family-owned enterprises. Viewing the sale as a strategic decision rather than a personal loss can help owners remain focused on long-term goals. Planning several years in advance allows time to strengthen financial
performance, refine operations, and prepare both leadership and ownership for transition.
Understanding what a business is truly worth requires professional analysis. A qualified business broker or certified public accountant can conduct a formal valuation using recognized methodologies, such as the discounted cash flow approach, which projects future earnings and adjusts for risk.
Valuation considers both tangible and intangible assets. Tangible assets include property, equipment, and inventory, while intangible assets may involve brand reputation, customer loyalty, and intellectual property. Market conditions and comparable sales within the same industry also influence the final estimate.
An accurate valuation not only sets expectations but also serves as a foundation for negotiation and tax planning. It can highlight areas where improvements could enhance overall worth — such as diversifying revenue streams, reducing debt, or updating operational systems.
Before listing a business for sale, owners should focus on strengthening internal processes. Clear documentation of daily operations, transparent financial statements, and well-defined employee roles contribute to a seamless transition. Buyers seek assurance that they are acquiring a company capable of sustaining performance under new ownership.
Operational readiness extends to customer relationships as well. Maintaining contract renewals, expanding the client base, and reducing dependence on a small number of key accounts all increase stability and reduce
potential risk. These measures reflect sound management practices that add measurable value to the organization.
In regions such as the Rio Grande Valley, small and mid-sized businesses form the foundation of the local economy. Many have been family-operated for decades, serving as key employers and contributors to community growth. As ownership transitions occur, structured succession planning helps preserve both jobs and local investment.
Engaging professional advisors with regional experience can make a significant difference. Business exchanges, brokers, and valuation specialists familiar with local market conditions can provide insight into buyer trends, deal structures, and realistic pricing strategies. Their expertise can help owners navigate complex negotiations while protecting confidentiality and ensuring fair terms.
The sale of a business often marks the beginning of a new professional chapter rather than an endpoint. Some former owners transition into consulting or mentoring roles, while others invest in new ventures or focus on personal pursuits. Regardless of direction, early financial and tax planning is essential to ensure a smooth post-sale adjustment.
Selling a business is a defining event — one that reflects years of leadership, discipline, and risk management. With careful succession planning, operational transparency, and an informed understanding of market value, business owners can approach the process with confidence, ensuring continuity for their employees, customers, and communities long after the sale is complete.
Planning several years in advance allows time to strengthen financial performance, refine operations, and prepare both leadership and ownership for transition.
As the year comes to a close, many businesses are evaluating their performance and preparing strategies for the months ahead. A critical part of that process involves determining whether marketing investments are delivering measurable returns.
Return on Marketing Spend (ROMS) is a widely used method for assessing the effectiveness of marketing campaigns. By consistently measuring outcomes, businesses can better allocate resources, refine strategies, and drive stronger performance.
Accurate evaluation begins with establishing clear goals. Every marketing campaign should be connected to specific, measurable objectives — such as lead generation, direct sales, website traffic growth, or brand awareness. Defining what success looks like before launching a campaign makes it easier to measure results against expectations and adjust strategies as needed.
The calculation for return on marketing spend is straightforward: Return on Marketing Spend = (Revenue from Campaign – Cost of Campaign) ÷ Cost of Campaign
For example, if a campaign costs $2,000 and generates $10,000 in revenue, the return would be calculated as (10,000 – 2,000) ÷ 2,000 = 4.0, or 400%. This simple formula allows businesses to compare performance across different campaigns and understand how much revenue is generated for every dollar spent.
Accurate measurement depends on using the right digital tools to capture customer activity and campaign data. Google Analytics is one of the most popular platforms for tracking website visits, user behavior, and conversions. UTM codes can identify where web traffic originates, while customer relationship management (CRM) systems make
it possible to follow customer interactions from the first point of contact to final purchase. When these tools are integrated, they offer a comprehensive view of how marketing efforts influence outcomes.
Customers rarely make a purchasing decision after just one interaction. Attribution models help businesses assign credit to the marketing touchpoints that contribute most to conversions. In a first-touch attribution model, the initial interaction receives credit for the conversion. A last-touch model gives credit to the final step before purchase. Multi-touch attribution, on the other hand, distributes credit across multiple stages in the customer journey. Choosing the right model for your sales cycle provides a more accurate picture of how your marketing channels work together to drive results.
Once results are collected, it’s important to compare campaigns to identify which platforms and tactics perform best. Reports should highlight high-performing
initiatives and flag underperforming ones. This insight allows businesses to reallocate budgets, optimize creative strategies, and invest more heavily in efforts that yield the strongest returns.
Tracking ROMS shouldn’t be reserved for end-of-year reviews. Regular monitoring — monthly or quarterly — helps detect performance trends early, allowing teams to make timely adjustments. Continuous evaluation keeps marketing investments aligned with overall business goals and ensures that strategies remain responsive to changing market conditions.
By measuring return on marketing spend, organizations gain a reliable framework for evaluating campaign effectiveness. Defining goals, applying the ROMS formula, using appropriate tracking tools, considering attribution models, and maintaining an ongoing evaluation process together empower businesses to make smarter, datadriven marketing decisions and maximize their long-term success.
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Valley Baptist Neuroscience Institute Offering Comprehensive Neuro Care to Rio Grande Valley Communities
by Valley Baptist Medical Center | photo provided
From caring for neurological disorders and brain injuries to providing rapid and critical care for stroke patients, the Valley Baptist Health System Neuroscience Institute has been at the forefront of neurological care and research in the Rio Grande Valley for nearly a decade.
Valley Baptist Medical Center-Harlingen was the first facility south of San Antonio to bring comprehensive stroke care to local residents by being certified as a Comprehensive Stroke Center by DNV Healthcare in
2016 — a certification that showed Valley Baptist’s commitment to providing compassionate and highquality neurological care, said Dr. Victoria Parada, a neurologist and Stroke Medical Director at Valley Baptist Harlingen.
“There was an amazing amount of teamwork and collaboration that went into Valley Baptist’s first comprehensive stroke center certification, and we were working to provide the highest level of stroke care to our patients before anyone else south of San Antonio,” she
From caring for neurological disorders and brain injuries to providing rapid and critical care for stroke patients, the Valley Baptist Health System Neuroscience Institute has been at the forefront of neurological care and research in the Rio Grande Valley for nearly a decade.
said. “That level of collaboration continues even today, as we work diligently as a team to ensure that we provide positive outcomes for as many stroke patients as possible.”
Since then, the stroke program at Valley Baptist Health System has continued to earn accolades. Both Valley Baptist-Brownsville and Valley Baptist-Harlingen earned numerous awards from the American Heart Association in 2025, and both hospitals have earned “Gold Plus” recognition for 10 or more consecutive calendar years for providing high-quality stroke care to patients throughout the Valley and beyond.
“Get With The Guidelines makes it easier for our teams to put proven knowledge and guidelines to work on a daily basis, which studies show can help patients experience better clinical outcomes,” said Dr. Ameer Hassan, DO, FAHA, FSVIN, Head of the Neuroscience Department, Director of Endovascular Surgical Neuroradiology and Director of Clinical Neuroscience Research at Valley Baptist Medical CenterHarlingen. “The end goal is to ensure more people throughout the Rio Grande Valley can experience longer, healthier lives.”
The Valley Baptist Neuroscience Institute has remained on the cutting edge of stroke care through ongoing research, playing a role in several published studies that have led to advancements in global stroke treatment, said Hassan. By participating in global research, Hassan said the Valley
Baptist Neuroscience Institute plays a driving role in advancing stroke treatment for the Latino community.
“Valley Baptist continues to lead the way in participating in stroke research in our region,” he said. “This research guides the future of stroke care in our communities and worldwide, including the latest research revealing improvement in care outcomes even in patients with some baseline disabilities, as well as the benefit of endovascular treatment in smaller vessels in the brain.”
Valley Baptist’s commitment to providing comprehensive neurological care extends far beyond stroke treatment. Dr. Bradley Stephens, who joined Valley Baptist’s Neuroscience Institute in 2024 and currently serves as Valley Baptist’s Neurosurgery Medical Director, said working to care for a wide variety of neurological conditions is an important component of the institute’s mission.
Restoring and improving the quality of life for each patient is a prime component of the Neuroscience Institute’s mission of caring for the community, Stephens said.
“The passion and investment from the neuroscience institute is exciting to witness and rewarding to be a part of the improvement in care for our community.”
For more information on the Valley Baptist Neuroscience Institute, visit valleybaptist. net/services/neurology-and neurosurgery.
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For a century, our commitment to personalized, quality care has remained steadfast. We are proud to serve the Rio Grande Valley with advanced technology, compassionate service and a deep engagement with our community. Together, we are united by a shared goal: to provide the best care possible for those we serve. Here’s to many more years of making a difference.
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by Nathaniel Mata | photo provided
Dr. Reinaldo Morales II, a general surgeon, grew up in Kansas and received his medical training in St. Louis, Missouri. He has worked as a burn/trauma surgeon in the military and now as a general surgeon. All contribute to a well-traveled and highly experienced professional.
He has since settled in the Rio Grande Valley, where he now calls the region home.
From Missouri, he reached the Lone Star State and San Antonio via the Air Force to work at the Burn Unit at the San Antonio Military Medical Center.“I was there for four years, doing a burn fellowship initially, then I was deployed for seven months in Afghanistan,” Morales said. “When I returned, I primarily performed general surgery until I left the military in 2019.”
He said he does not see as many burn patients in the region, but his skills apply to other local needs.
“I haven’t yet had a big burn come in that needed skin grafting,” he said. “However, I use a lot of the same principles with wound management. We have a lot of diabetic patients who have bad infections, where we may have to cut out a lot of tissue. Sometimes, part of the closure includes skin grafting. So there are parts of my burn training I still use.”
His admittance to the U.S. Air Force Health Professions Scholarship Program put him in a great position to get financial help with his schooling and gave him a chance
to work in unique conditions for a surgeon. He has also helped advance the education and research in his fields by contributing to numerous publications and presenting at the national level.
He has also helped advance the education and research in his fields by contributing to numerous publications and presenting at the national level.
He has been in the Rio Grande Valley for two years but has quickly gained the respect of patients and fellow physicians alike.“The Valley operates very differently than places I’ve been before,” he said. “There are a ton of physicians and medical facilities. There is a huge medical community, but there is such a large population that there is always a need for more physicians and more recruitment.”
He said that because of all the clinics and hospitals, there is no shortage of care, which works for both patients and doctors.
“It’s a good system to be in from a work standpoint. I always have plenty of work,” Morales said. “From a patient standpoint, it’s good for the patient because they have a lot of options.”
He went on to say the personality and culture of the community are noticeable.
“I’ve never met a population of patients that is so
grateful and thankful for everything that you do for them. The culture here is very gracious, warm, and compassionate,” Morales said. “It’s great to be introduced to that, and I am fortunate to participate in that.”
Morales has been in the area for a couple of years but is already seeing the fruits of hard work and medical education pay dividends to the Valley.
“The local medical school is now keeping people down here for school and recruiting people to attend,” he said. “That greatly increases the chance that people are going to want to stay and serve this region when they graduate and complete [medical] school. That helps fill gaps in this area.”
Morales said that families are closer-knit in the Rio Grande Valley compared to other places he has worked.
“It’s very family-oriented here,” he said. “It is rare to have a patient that doesn’t have any family with them or someone they want you to talk to or visit with after surgery,” Morales said. “That is unique to this area. Having the experience of working in other areas, it’s common in other places for someone to have no friends or family — that doesn’t happen in the Rio Grande Valley.”
From medical education to family values, a man who comes from the heartland has found his adopted home in this unique and special place where healthcare and family meet in a one-of-a-kind way.
by Caroline Waldrip | photos provided
For 40 years, South Texas Health System (STHS) McAllen has been at the heart of healthcare in the Rio Grande Valley at its current location off the expressway in McAllen. From performing groundbreaking procedures to achieving national recognition, the hospital’s journey in its new multistory facility reflects the region’s growth and STHS’ deep commitment to providing comprehensive, advanced, and close-to-home compassionate care.
“Earning the Level I Trauma Center designation
stands out as a defining moment in our history,” said Emma Montes-Ewing, chief executive officer of STHS McAllen, which opened its new facility in December 1985 after merging three pre-existing hospitals: McAllen Municipal Hospital (in operation since 1919), McAllen General Hospital, and McAllen Methodist Hospital. “It represents decades of growth, investment, and collaboration among physicians, nurses, and first responders. Most importantly, it symbolizes our region’s ability to deliver life-saving
care at the highest national standard, right here at home.”
That designation — one of the first Level I Trauma Centers south of San Antonio — cemented STHS McAllen’s role as a leader in emergency medicine and advanced trauma and critical care. However, as Montes-Ewing explained, it’s one of many milestones that highlight how the hospital has transformed healthcare in the Valley.
“Each milestone reflects a long-standing commitment to expand access to specialized care for our community,” she said. “From performing the Valley’s first openheart surgery to pioneering complex neurological and robotic procedures, STHS McAllen has been a catalyst for innovation, helping families receive world-class care without leaving South Texas.”
Over the decades, the hospital’s growth has gone handin-hand with significant investment in both its people and facilities. A $22.7 million renovation revitalized the hospital environment — modernizing patient rooms, upgrading technology, and creating spaces designed for comfort and healing.
“The renovation modernized our facilities to reflect the compassionate care our teams deliver every day,”
Montes-Ewing said. “We focused on comfort, privacy, and healing. Our teams work extremely hard at creating a patient-centered environment that matches our clinical excellence. It’s an investment that continues to enhance how patients and families experience care.”
Behind every expansion, program, and innovation is a culture deeply rooted in service. “This celebration is truly about our people; the physicians, nurses, staff, board members, and community partners who have devoted their lives to serving others,” Montes-Ewing said of the 1,000-plus employees at the Facility and hundreds of physicians who work tirelessly to provide quality, compassionate care. “Their compassion and resilience are the heartbeat of this hospital.”
For many of those staff members, STHS McAllen has been more than a workplace — it’s been a lifelong calling.
“For 40 years, they have cared for generations of Valley families, and their legacy continues to shape the future of healthcare in our community,” she said. “I am blessed to be part of this amazing organization.”
As healthcare continues to evolve, STHS McAllen is positioning itself at the forefront of innovation. One of its
most exciting recent achievements is the launch of the hospital’s Robotic Surgery Program, which integrates the precision of cutting-edge technology with the expertise of local surgeons.
“Our Robotic Surgery Program is transforming the future of surgical care in the Valley,” Montes-Ewing said. “Earlier this year, our team proudly introduced ChRIS, our new DV5 robot, which stands for Comprehensive Robotic Intelligence System (ChRIS).”
However, it’s not just the technology that makes this program special — it’s the community’s involvement. To celebrate ChRIS’s arrival, STHS McAllen invited local students to participate in the naming contest. “The winning entry came from Sunnie Bennett, a creative fifth grader whose idea captured the innovation and compassion behind this program,” Montes-Ewing said. “The community’s excitement and involvement made this achievement even more meaningful.”
By combining advanced robotics with human expertise, STHS McAllen is improving patient outcomes. “By integrating leading-edge robotic technology with the expertise of our highly skilled surgeons, we’re providing patients with faster recovery times, less pain, and better outcomes,” Montes-Ewing said. “It’s another example of how STHS McAllen is bringing tomorrow’s medicine to the Valley — today.”
From trauma and neuroscience to general and robotic surgery, STHS McAllen’s evolution mirrors the Valley’s growth and ambition. Over four decades, the hospital has built a reputation not only as a healthcare provider but as a regional anchor for progress and innovation.
As the hospital celebrates this 40-year milestone, its vision remains focused on the future — on empowering its people, expanding access to advanced care, and continuing to serve the Rio Grande Valley with excellence.
“This anniversary represents a journey of commitment, compassion, and community,” Montes-Ewing said. “It’s a celebration of the people who make healing possible and the promise of what’s still to come.”
To learn more about the comprehensive services available at STHS McAllen, visit southtexashealthsystemmcallen. com.
SOUTH TEXAS HEALTH SYSTEM® MCALLEN CELEBRATES FOUR DECADES OF SERVING THE COMMUNITY IN ITS CURRENT LOCATION
South Texas Health System McAllen’s story began in 1919, when it first began providing care to the people of the Rio Grande Valley as McAllen Municipal Hospital. In 1985, STHS McAllen opened its doors at its current location.
We were the first in McAllen and neighboring cities to offer services such as open-heart surgery, one-day cardiac catheterization and magnetic resonance imaging.
Over the years, we’ve reached several milestones and expanded our programs so you can get the advanced healthcare you need close to home, including:
• Level I Trauma Center
• Comprehensive Stroke Center
• Maternity Care, including a Level III Neonatal Intensive Care Unit
• Neurosurgery
• Orthopedics
• General & Robotic Surgery
• Inpatient & Outpatient Rehabilitation
Learn more at southtexashealthsystemmcallen.com
We’re proud to recognize 40 years of focusing on one goal: your health. Thank you for letting us care for you!
by Nathaniel Mata | photos provided
Rodeo Dental strives to operate on the cutting edge of technology and patient outcomes. They are taking that to a new level with the implementation of AI radiology in their offices.
Dr. Hisham Ayoub spoke about the changes he has noticed in his office and with his patients.
“Artificial intelligence in dental radiology is transforming how we detect and treat oral disease,” Ayoub said. “Traditionally, reading X-rays depended entirely on the clinician’s eye and experience, but these tools can now analyze digital images pixel by pixel. This highlights even the smallest areas of concern that
“Artificial intelligence in dental radiology is transforming how we detect and treat oral disease. Traditionally, reading X-rays depended entirely on the clinician’s eye and experience, but these tools can now analyze digital images pixel by pixel.
Dr. Hisham Ayoub
might otherwise go unnoticed. This technology acts like a second set of expert eyes, helping dentists identify decay, infections, or bone loss earlier and with greater accuracy — leading to more timely and conservative treatment for patients.”
The dentist said that since introducing this radiology, the response has been positive. “We’ve seen a measurable improvement in diagnostic precision and patient understanding,” he said. “The software doesn’t replace the dentist but enhances the ability to explain findings clearly.”
As a member of multiple dental societies, he spoke on the willingness of Rodeo Dental to invest and innovate.
“It’s incredibly empowering as a clinician to know that we’re equipped with technology that truly elevates the standard of care,” Ayoub said. “It’s exciting to be part of an organization that embraces innovation not for its own sake, but because it directly benefits patients and our community.”
With commitment to patient care and in-house dental operations, Rodeo Dental continues to make patient well-being central to every decision.
“At Rodeo Dental, the priority has always been comprehensive care under one roof,” he said. “Whether a patient needs a simple filling or oral surgery, the goal is to provide comfort, continuity, and quality without the
stress of multiple referrals. Every innovation we adopt, from AI radiology to advanced surgical techniques, is chosen to make treatment safer, more efficient, and more comfortable for the patient.”
He said Rodeo Dental aims to deliver high-quality, accessible care, with multiple offices serving patients throughout the Rio Grande Valley.
“Rodeo Dental has always believed that advanced care should also be accessible care,” Ayoub said. “Beyond technology, our mission is community impact — providing education, prevention, and confidence through healthy smiles. As AI and other innovations evolve, we’re committed to ensuring that every family in our community benefits from the best dentistry has to offer, delivered with compassion and excellence.
Ayoub, who serves in the American Academy of the History of Dentistry (AAHD), said that this is a monumental movement in dentistry.
“It’s a fascinating moment in dental history,” he said. “For centuries, dentistry has advanced through innovation — from the first dental drills to anesthesia, X-rays, and now artificial intelligence. Each leap improved comfort and longevity for patients. We’re witnessing another turning point: A.I. represents a shift from reactive care to predictive and preventive dentistry. It’s truly one of the most empowering times to be a dental patient.”
Dr. Violetta Chu, who also works with AI tools at Rodeo
Dental, explained how the technology is affecting patient interactions and office visits.
“Patients can expect a more interactive and educational experience,” Chu said. “When we take digital X-rays, the AI system instantly analyzes them and displays its findings on the screen, highlighting areas that need attention. The dentist reviews this alongside the patient, explaining what’s normal and what’s not. This turns what used to be a mysterious black-and-white image into a clear, understandable story about their oral health.”
Although AI is new and novel in many fields, the dentist at Rodeo knows it's essential to stay current.
“Tools like AI help us detect problems earlier, reduce invasive procedures, and communicate better with patients,” Chu said. “When dentists stay informed and adaptive, they ensure their patients receive the highest standard of modern care, backed by both science and compassion.”
However, there is still some skepticism among those unfamiliar with AI in dentistry.
“Skepticism is healthy whenever new technology emerges,” Ayoub said. “It’s important to understand AI isn’t making a decision, but rather supporting an actual dentist with data-driven insights. Think of it as a safety net that improves accuracy. The final judgement always rests with the clinician.”
“When we take digital X-rays, the AI system instantly analyzes them and displays its findings on the screen, highlighting areas that need attention.”
Dr. Violetta Chu, Rodeo Dental
by Humberto Montemayor, Moveo Performance | photos provided
When most people think about sports performance training, they picture college athletes in weight rooms or professionals chasing a championship. However, the groundwork for athletic achievement and lifelong health is actually laid much earlier in life.
At Moveo Performance, sports performance training isn’t just about building faster, stronger athletes. It’s about creating a safe, supportive environment where kids, teens, and young adults can grow into confident athletes, prevent injuries, and prepare for whatever goals they set in sports and beyond.
Leading this effort is Coach Amber Reyes, a performance specialist with both academic expertise and realworld experience at the highest levels of athletics. She earned her bachelor’s degree in Exercise Science from UTRGV, as well as her master’s degree in Human Performance from the University of Florida. Reyes has trained athletes within the Texas Christian University Football Program and EXOS Sports Performance, where she worked with NFL Draftees, current NFL professionals, Olympic-level softball players, and youth athletes, developing their skillset in their respective areas of play. Today, she brings that knowledge and passion to the Valley, helping athletes of all ages move better, perform stronger, and train with confidence.
BUILDING THE VERSATILE ATHLETE
In today’s sports culture, it’s common to see kids specialize in one sport at an early age. While that
may seem like the fast track to mastery, it can often lead to burnout and overuse injuries. Instead, Moveo emphasizes building the versatile athlete. By training speed, agility, strength, and coordination in ways that translate across sports, young athletes gain a well-rounded baseline of movement. This approach keeps them healthier and develops skills that translate in the field and on the court.
BREAKING THE STIGMA: “TRAINING STUNTS GROWTH”
One of the most persistent myths in youth athletics is the idea that strength training can stunt growth. In reality, studies prove that proper training for the youth supports muscle development, sharpens movement skills, and fosters long-term athletic success. The key isn’t heavy weights or high-intensity exercise, but rather detailed programming that teaches kids how to move properly. At Moveo, the focus is on movement patterns, coordination, and gradual progression that create young athletes who are strong, confident, and ready to take on the challenges they may face.
In the Rio Grande Valley, performance training has often been limited to elitelevel athletes or the larger metropolitan areas. Too many young athletes either go without structured training or rely on programs that don’t emphasize proper movement skills and injury prevention. That gap has left many families searching for opportunities that feel out of reach.
Moveo has paved the way in changing that. By bringing evidencebased performance training to the Valley, paired with physical therapy expertise, we’re creating access to resources that were once only available at elite programs in larger cities. From first-time athletes to seasoned college competitors, everyone should have the opportunity to train with the same standards as the pros. With our program, that experience is finally within reach.
BENEFITS AT EVERY AGE
The value of performance training looks different at every stage of an athlete’s development. For younger
children, the focus is on safe and engaging movements. They learn balance, coordination, and how to control their bodies in space — all through activities that feel more like competitions rather than intense workouts. As children grow into the junior level, training introduces more specific movement skills and injury-prevention strategies, providing them with tools to move more efficiently and safely as they face greater competitive demands. By the time athletes reach their teenage years, performance training begins to unlock heightened focus on speed, multidirectional movements, strength, explosive power, and metabolic work. Just as important, it develops the mindset needed to compete at higher levels — teaching them confidence and the resilience to push through challenges.
Performance training is about more than getting faster or stronger in the short term. It’s about laying the groundwork for lifelong movement, confidence, and resilience.
For college and professional athletes, the work shifts to focus on fine-tuning mechanics, maximizing the longevity of their sport performance, and keeping the body durable through long seasons of play. In every phase, the goal remains the same: to equip athletes with the skills they need to succeed while safeguarding their long-term health.
WHY MOVEO PERFORMANCE?
What sets Moveo apart is the integration of sports performance training and physical therapy under one roof. Athletes don’t just train for performance; they train for overall health, with injury prevention built into every program. With expert coaching, evidence-based methods, and data-driven programming, Moveo provides athletes in the Valley with opportunities once only available from afar.
BUILT FOR THE FUTURE
Performance training is about more than getting faster or stronger in the short term. It’s about laying the groundwork for lifelong movement, confidence, and resilience. At Moveo Performance, every young athlete has the chance to build a strong foundation for their sport, their health, and their future.
If you’re ready to give your athlete the tools to move better, compete smarter, and stay healthy, meet Coach Reyes and see what performance training can do. The right foundation today could shape not only their game, but the way they move through life.
Visit our performance page to check out all we have to offer at moveoperformance.com/performance.
At Moveo Performance, expert physical therapists help active adults and athletes relieve pain, optimize movement, and improve performance through personalized treatments. Services include manual therapy, cupping, soft tissue mobilization, dry needling, corrective exercises, blood flow restriction, AlterG treadmill training, ForceDecks analysis, strength & conditioning, pelvic floor physical therapy, and sport-specific return-to-play programs — so you can return to the lifestyle and activities you love.
by Nathaniel Mata | photos provided
McAllen is rich with history. Boasting the secondlargest population in the Rio Grande Valley, numerous individuals, families, and groups have shaped its past and forged its future.
McAllen Heritage Center, located at 301 Main St downtown, is there to tell that story in a way that is engaging to visitors of all ages and backgrounds. The building is a designated landmark by the Texas Historical Commission.
Just like the town around it, McAllen Heritage Center is evolving and expanding by adding a two-story annex behind the existing location.
Elva M. Cerda, a founding member of the museum and longtime director of the non-profit, detailed some of the plans with the anticipated addition.While it’s an opportunity for the center to spread out, it is also slated to become a multipurpose area.
“It will offer additional gallery space, workspaces as well as collection and storage areas,” Cerda said.” One of the offices will serve as a podcast studio. We’re making the building flexible and state-of-the-art as well.”Part of the challenge of working with a historic building is physically preserving the past. The building is located inside the former post office, the same place where residents would enlist in the military during times of war.
“The exterior of the building is going to blend in with the building that is already here, which is preserved by the Texas Historical Commission, so that will look exactly the same,” Cerda said. “The interior is designed with a simple aesthetic. We are building something that will carry us into the future. We have to take advantage of all the technology and materials that are available to us.”
The Heritage Center takes visitors on an educational journey documenting the city’s rise from the first railroad tracks to the small businesses and families who served it.
Cerda and its founding members had the idea in the mid-2000s to create a museum to honor and preserve
McAllen's History. Almost 20 years later, and it is still going strong.
“I was a banker for 40 years and a volunteer operating the museum,” she said. “When I retired [from banking], the board told me they wanted me to stay with MHC. I’ve continued here ever since.”
She explains that people come in asking for exhibits and space to hold every photo and moment in McAllen’s timeline.Questions like ‘ Why don’t you have a picture of the place my grandfather used to work?’ sometimes reach her desk, but rest assured, the team works hard to tell the story of McAllen in the best way they can.
She’s seen the effort of members and volunteers create an important cornerstone for those who want to learn about the city’s history, from an idea
to a home inside a historical building to an upcoming expansion. While there is much to celebrate, she is keeping her eyes on the mission.
“We started from ground zero to a full-fledged history museum,” Cerda said. “We still have work to do. I am very proud of the work and progress to this point. The capital campaign fundraiser was very successful, and that was because of community support. That speaks volumes about what the community thinks about the museum.”
Cerda emphasized the importance of engaging younger generations in preserving history and understanding the consequences of forgetting the past.
“History is very important,” she said. “Without our former leaders visionaries and pioneer families, we
wouldn’t be here. Goods and services started coming in through the trains circa 1904. If the train depots hadn’t been established by our visionaries, there would be no McAllen. With the younger generation, we can see a bit of a disconnect, so we really want to work with them to impress upon them how important history is. If we ignore it, we won’t have a future.”
While today it seems like this growing city has it all, from food options, entertainment, to high-quality education, with growth in every part of town, it never hurts to take time to see the building blocks it took to reach 2025 McAllen.
To learn more, call the McAllen Heritage Center at 956-681-2860. The museum is open Wednesday through Friday from 1 p.m. to 5 p.m. and Saturday from noon to 4 p.m. Admission and parking are free.
Celebrate ReFest and Discover Simple Ways to Bring Sustainability Into Everyday Life
by Taylor Zavala, Center for Urban Ecology at Quinta Mazatlán | photos provided
November is a time when we naturally slow down and reflect on our relationships, our communities, and the choices we make every day. Whether it’s how we connect with people, how we treat the planet, or even how we consume things like food and products, these choices matter. They shape the future of Texas — and the world.
So, there’s this idea called Reciprocity — it’s basically
ReFest is a one-day event on November 15, part of McAllen Recycles Month. Throughout November, Quinta Mazatlán offers a range of fun, handson programs.
about giving back as much as you take. In today’s busy world, that’s not easy, especially when convenience is king. However, it’s not about being perfect; it's about staying aware and trying to keep things balanced. When we make simple choices, such as cutting down on waste, reusing items, and adopting responsible habits, we can actually tip the scales in a better direction. Even small, regular actions can create a ripple effect that benefits people, nature, and the future.
That’s the spirit behind ReFest, a fun and hands-on festival at Quinta Mazatlán on November 15, held in partnership with H-E-B to celebrate Texas Recycles Day. It’s designed to be interactive and fun, sharing simple ways to bring sustainability into everyday life — at home, at work, and everywhere in between. The event highlights seven easy actions: Re-forest, Re-use, Re-think, Repurpose, Reduce, Recycle, and Reciprocity.
To get in at the door, all you need is a plastic bottle or bag to recycle — your free ticket to a morning full of learning, community, and creativity. You’ll find interactive exhibits, live entertainment, local vendors who turn used items into something new, food, and fun for all ages.
ReFest is a one-day event on November 15, part of McAllen Recycles Month. Throughout November, Quinta Mazatlán offers a range of fun, hands-on programs, including Nature Walks, Science Activities, Guest Speaker
At the festival, the vulture ambassador reminds us that nothing goes to waste in nature.
sessions, and Wellness Experiences such as Forest Bathing, Yoga, and Tai Chi. These events help visitors connect with nature and learn simple ways to make a positive impact, turning ideas into real change.
One of the guiding voices behind this movement is Robin Wall Kimmerer, a scientist and author who asks a thought-provoking question: “What does the Earth ask of us?” Her work reminds us that gratitude and responsibility go hand in hand. It’s not just about what we take from the planet — it’s also about what we give back.
ReFest is a great opportunity for everyone
to rethink sustainability as a full-circle lifestyle — both at work and at home. In a world driven by fast consumption and throwaway habits, it challenges us to build something more meaningful: a future shaped by smarter choices and shared success.
This November, visit Quinta Mazatlán to discover what sustainability is all about. It’s more than just a buzzword — it’s a way of living that supports people, animals, and the planet. It’s not about being perfect, but rather about finding your place in the circle and making choices at home, work, and in your community that add up to something meaningful.
Weekly Programs
Tues Forest Tots
Wed Morning Naturalist Walk & Yoga Nights
Thurs Night Speakers & Park Concerts
Sat Family STEM Stops & Tai Chi
Hands-On Workshops
Nov 22 All About Milkweeds
Dec 13 Sowing Wildflowers
Special Festivals
Nov 15 ReFest (9:00 am–2:00 pm) Dec 20 Winter Solstice Celebration (4:30–7:30 PM)
www.quintamazatlan.com
by Thom Denton | photos by Lorenzo Reyna and provided
For over three decades, Pepe’s Mexican Restaurant has built a reputation as a familiar gathering place, not just for great traditional food, but for a social atmosphere and familiar gathering place in Harlingen.
Located just off East Van Buren Avenue and Business 77 in the heart of the Rio Grande Valley, Pepe’s has been a gathering spot for workers, business owners, and families for more than three decades. Now celebrating 31 years in business, the restaurant continues to thrive under the steady hand of owner Joe Ayala. He credits its success to one guiding principle: keep it simple.
Step inside and you’ll be greeted with longstanding traditions visible in the festive décor throughout the building. The walls display photos of local middle and high school athletes whom Ayala has sponsored over the years, showcasing his history of sponsoring local middle and high school athletes.
Large crowds often gather before local games, the packed house filled with laughter, celebration, and most of all, happy diners enjoying their meals and maybe even a margarita or two.
Another constant at Pepe’s is the staff.
Several employees have been with the restaurant for 20 years or more, a testament to Ayala’s dedication to service and consistency.
It’s not just the décor or the hospitality that draws in repeat visitors. Ayala has made a name for himself by serving traditional Mexican cuisine that keeps customers coming back. From sizzling fajitas to classic Mexican combination plates and a large botana platter, each dish is prepared under the watchful eye of head cook Nicolasa Martinez, who has been with the restaurant since it opened.
Last year, in celebration of its 30th anniversary, Pepe’s hosted a special buffet featuring all of Ayala’s favorite dishes. The event brought together longtime regulars and first-time visitors alike to share in what Ayala does best: serving meals to those who walk through his doors.
Ayala’s path to the restaurant business wasn’t a straight one. A former athlete, he was inducted into the Softball Hall of Fame in 2015. He began his culinary journey as a supermarket cashier before being hired to manage Antonio’s Mexican Restaurant. He stayed there for 10 years until he ventured to
open his own restaurant, Pepe’s Mexican Restaurant, on Sept. 27, 1994.
Keeping the business the same over the past 31 years was a straightforward choice for Ayala. He’s seen businesses like his own shutter their doors after trying to expand. He attributes success to consistent service and menu.
“I learned a simple lesson early on,” Ayala said. “When it’s small and simple, you can control it.”
For Ayala, dedication means being present from open to close, every day. His consistent presence contributed to early recognition. In 1996, Pepe’s was named one of Hispanic Magazine’s “50 Best Restaurants in the Nation.” Ayala remembers receiving the call while in San Antonio.
“I thought they were joking with me,” he said. It was no joke — the plaque still hangs on the wall today.
In Harlingen, Pepe’s Mexican Restaurant has become a local favorite for its welcoming atmosphere and traditional Mexican dishes that highlight popular, familiar flavors. For owner Ayala, the guiding principle behind the restaurant is simplicity — something he describes not as a rule, but as a way of life.
by Caroline Waldrip | photo courtesy of Valley Haven
In the Rio Grande Valley, children who are suddenly removed from their homes due to abuse or neglect now have a local safe place — thanks to the determination of two women who turned heartbreak into hope.
Valley Haven, the Valley’s first emergency children’s shelter, opened its doors on February 28, 2018. Behind it are co-founders Gracie Bradwell and Kristen Millon, who saw a critical gap in the foster care system and refused to look away.
“When we were going through our training to become CASA volunteers, we learned there were no emergency shelters in our area,” Bradwell said. “Children in the Valley had to be transported all the way to Corpus, Laredo, or San Antonio, and sometimes even farther north, just to find a safe place to stay. It was a heartbreaking thought that pulled on our heartstrings.”
That realization launched a three-year journey of fundraising, licensing, and building — not just a facility, but a lifeline for children in crisis.
“Those first conversations were emotional,” Millon said. “We couldn’t believe there wasn’t a single emergency shelter in the entire Valley. We knew something had to change, and we knew it had to start with us.”
Together, the co-founders envisioned a shelter that would offer more than temporary beds — it would offer stability, dignity, and healing. A central part of that mission is keeping siblings together, something that’s often impossible when children are sent far from home.
“Keeping sibling groups together is incredibly important because it minimizes the trauma children experience when they're removed from their homes,” Bradwell said. “Often, older siblings act as caregivers for the younger ones. Staying together provides a sense of continuity and comfort.”
Millon added, “So many of these kids have only each other. When we keep them together, we’re helping them hold on to something familiar and safe when everything else has changed.”
Beyond physical safety, Valley Haven prioritizes emotional healing through trauma-informed care, particularly the Trust-Based Relational Intervention (TBRI) model. This approach shifts the focus from control to connection and empowerment.
“Trauma-informed methods like TBRI recognize that behavior is communication,” Bradwell said. “Instead of punishment, we focus on understanding a child’s needs and helping them feel safe and seen.”
“It’s about giving kids back their voice,” Millon said. “We teach them that they matter and that their feelings are valid. That kind of connection is the beginning of healing.”
Since opening, Valley Haven has dramatically changed the foster care experience in the Rio Grande Valley. Before its existence, there was no local option for emergency placements, forcing CPS workers to drive children hours away and often split up families.
“By providing a local shelter, we’ve reduced that trauma and created a real solution for our community,” Bradwell said. “Children can stay in familiar surroundings, and CPS workers finally have somewhere safe to turn to — right here in the Valley.”
However, running an emergency shelter comes with constant challenges, especially around funding and resources.
“A significant challenge we face is the ongoing need for support,” Bradwell said. “That includes everything from basic hygiene items and clothing to funding for daily operations and specialized services.”
Millon echoed the urgency and emphasized that community involvement isn’t just helpful — it’s essential.
“There are so many ways people can support us,” she said. “Of course, financial donations are critical — they help us cover operational costs and invest in traumainformed care, but we also rely heavily on in-kind donations and volunteers.”
WAYS TO HELP:
• Monetary Donations: Make a one-time gift or become a monthly donor. Contributions help fund meals, clothing, therapy services, staff training, and more.
• In-Kind Donations: Items like new clothing (especially pajamas and undergarments), shoes, hygiene products, school supplies, books, and toys are always needed. A wish list is available on their website and social media.
• Volunteer Your Time: Volunteers can work directly with
children after passing a background check. Others assist by sorting donations, organizing events, assembling care packages, or helping with administrative tasks.
• Host a Donation Drive: Schools, churches, businesses, or civic groups can collect high-need items or raise funds.
• Corporate Sponsorship: Local businesses can partner with Valley Haven through sponsorships, grants, or employee volunteer programs.
“No act of kindness is too small,” Bradwell said. “Each donation, each hour of service, helps us show these children that they are valued, protected, and not alone.”
From a single conversation between two CASA volunteers to a fully licensed shelter serving dozens of children each year, Valley Haven stands as a testament to what’s possible when compassion is turned into action and a community comes together to protect its most vulnerable.
To support Valley Haven or learn more, visit valleyhaveninc. org or follow them on Facebook and Instagram @ valleyhaveninc.
WHEN WE SERVE TOGETHER IN OUR COMMUNITIES, EVERYONE SOARS.
Southwest Airlines® proudly partners with those who are helping to shape our communities all across America. One good deed—when coupled with another and another and another—can truly make a positive difference in our daily lives.
