September / October 2025 - RGVision Magazine

in Leadership Title

Mark Lewis named president of Edwards Abstract and Title Co., bringing vision, efficiency, and local connection. p.24

FELIDA VILLARREAL Leading VIDA toward a brighter future. p.16

ZAMORAS' RESTAURANT

Growing with the Valley. p.72

A NEW ERA IN THE RIO GRANDE VALLEY UTRGV Football takes flight. p.76

Valley Baptist Neuroscience Institute

A Smart Decision

Leading the Way in Neuroscience Care and Research

When you choose Valley Baptist’s Neuroscience Institute, you have the support of one of the largest neuroscience teams in South Texas, which includes:

• Board-certified critical care MDs

• The Valley’s most experienced Comprehensive Stroke Center

• Research and clinical trials that touch lives worldwide

HealthCare is Better Together.

Ameer Hassan, DO Medical Director, Valley Baptist Neuroscience Institute

Valley Baptist

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GABE PUENTE

PUBLISHER/CEO

“Let us consider how to spur one another on toward love and good deeds.”

This issue celebrates leadership that fuels progress in the Rio Grande Valley.

On the cover, Mark Lewis, Edwards Abstract and Title Co.'s new president, shows that title work is more than transactions. Through expertise, accountability, and service, he proves that trust drives growth — helping families secure homes and entrepreneurs expand their reach. With decades of consistency, Edwards Abstract and Title Co. has become a magnet for investment, strengthening our region one closing at a time.

That same spirit of building a stronger future is reflected in our La Jefa feature with Felida Villarreal, president of Valley Initiative for Development and Advancement (VIDA). While Lewis reinforces the region’s foundation through real estate, Villarreal shapes its future workforce. Through skills training, wrap-around support, and strong employer partnerships, VIDA meets people where they are, prepares them for in-demand careers, and walks alongside them to ensure lasting success. When workforce development is designed with empathy and rigor, opportunity multiplies across the Valley.

Together, Lewis and Villarreal show how visionary leaders set the tone for their organizations and communities — leading with clarity, values that put people first, and a commitment to long-term growth.

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TABLE OF CONTENTS

2025 VOLUME 17 ISSUE 5

RGVISION MAGAZINE

Mark Lewis named president of Edwards Abstract and Title Co., bringing vision, efficiency, and local connection.

FELIDA

VILLARREAL Leading VIDA toward a brighter future.

ZAMORAS' RESTAURANT Growing with the Valley.

A NEW ERA IN THE RIO GRANDE VALLEY UTRGV Football takes flight.

EDUCATION QUALITY OF LIFE

Back to the Spotlight

pg 10

Hands-On Futures

pg 14

Celebrating 30

pg 20

Bright Future

pg 30

The Hidden Engine

pg 34

Estate Plan

pg 40

Future Success

pg 44

Back to Business

pg 46

Special Delivery

pg 48

Leading with Heart

pg 52

Life and Legacy

pg 54

Saving Limbs

pg 56

Cardiac Care

pg 60

Beyond the Brush

pg 62

Pelvic Health

pg 64

Planta Nativa

pg 68

Social Fest

pg 82

RGVISION ADVISORY BOARD

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.

STEPHEN SUTTON

MAURICE WELTON

MARITZA VENECIA

BYRON JAY LEWIS

BILL MARTIN

JUAN GARCIA SEBY HADDAD

DR. RENE I. LUNA

SARAH SAGREDOHAMMOND

ROBERT DUNKIN

ROLAND VILLARREAL

BACK TO THE SPOTLIGHT

PSJA ISD’s Oso Dome Prepares for a Grand Encore

by Cynthia Ybarra | photos provided

For decades, the PSJA Auditorium — one of two cherished “Oso Domes” — was where some of PSJA ISD’s greatest moments took center stage. Built in 1960, its curved walls rang with the magic of show-stopping performances and the thunderous applause of proud families and friends.

Now, after years of silence, construction is in full swing to transform this building into a modern, state-of-theart auditorium.

The moment has arrived, and renovations have begun, with a grand reopening planned for Fall 2026. The reimagined auditorium — complete with seating for nearly 1,200 guests, advanced lighting and sound systems, and modern performance amenities — will once again serve as the beating heart of PSJA ISD’s fine arts scene.

“This is more than a renovation — it’s a revival,” says PSJA Superintendent Dr. Alejandro Elias. “Fine arts are a

vital part of a well-rounded education, and our students deserve a stage worthy of their talent.”

A LEGACY OF ARTISTIC EXCELLENCE

PSJA ISD’s Fine Arts programs are more than extracurricular activities — they’re a point of pride for the tri-city community of Pharr, San Juan, and Alamo. From a single band program in the district’s early days to today’s robust Tri-City Fine Arts Program, PSJA has built an artistic powerhouse that draws students from across the Rio Grande Valley.

Through choir, orchestra, mariachi, dance, theatre, film, visual arts, and more, students find their creative voice while achieving at the highest competitive levels. The district has been named one of the Best Communities for Music Education by the NAMM Foundation for over a decade — a recognition that honors school districts nationwide for outstanding commitment to music education.

In recent years, PSJA ISD’s fine arts students have garnered an impressive array of state and regional honors that highlight the district’s artistic excellence. PSJA North Early College High School proudly earned the title of 5A State Champion Theatre Team, while PSJA Southwest Early College High School took home the distinction of 1st Runner-Up at the UIL State Theatre competition.

On the cinematic stage, PSJA Southwest ECHS also claimed the 5A State Champion Documentary award with their powerful film Conquista, alongside multiple top-five finishes across documentary, narrative, and animation categories at the UIL State Film Festival. The district’s outstanding musical productions and ensembles

have been recognized at the prestigious Palm Awards, receiving over 40 nominations, including honors for Best Ensemble and Best Technical Crew in musical theatre. Visual arts students have excelled as well, bringing home 117 medals at the regional Visual Arts Scholastic Event (VASE), with many advancing to compete at the state level. Together, these accomplishments underscore the depth and diversity of talent flourishing throughout PSJA ISD’s fine arts programs.

OPENING THE DOORS TO THE ENTIRE RGV

While deeply rooted in Pharr, San Juan, and Alamo, PSJA ISD welcomes fine arts students from across the Rio Grande Valley. This open-enrollment approach allows young artists, regardless of where they live, to access the district’s high-quality programs and benefit from a culture of artistic collaboration.

From the first note sung in choir at the elementary level to a senior’s final bow in a Tri-City Theatre production, every student has the chance to grow within a supportive, professional environment — without having to leave the Valley to find world-class training.

THE NEXT ACT

When the new facility reopens in 2026, it will be more than a venue — it will be a statement. A statement that PSJA ISD believes the arts are essential. A statement that memories matter, but so does creating new ones.

For alumni, it will be a return to the place where they learned to face the spotlight. For current students, it will be a space to dream bigger, perform bolder, and know they belong to a legacy of excellence.

For the community, it will once again be a place where the arts bring people together — just as they have always done.

While deeply rooted in Pharr, San Juan, and Alamo, PSJA ISD welcomes fine arts students from across the Rio Grande Valley. This open-enrollment approach allows young artists, regardless of where they live, to access the district’s high-quality programs and benefit from a culture of artistic collaboration.

HANDS-ON FUTURES

How

CTE Is Transforming Student Success in the RGV

by Caroline Waldrip | photos provided by Brownsville ISD

In a region defined by rapid growth, cultural richness, and economic disparities, Career and Technical Education (CTE) is reshaping what it means to succeed in the Rio Grande Valley.

“CTE stands for Career and Technical Education,” said Adrian Dorsett, CTE Director. “It’s about giving students both academic knowledge and technical skills to prepare them for real careers — not just college.”

For students in the RGV, CTE offers a lifeline to upward mobility. By focusing on workforce readiness, economic empowerment, and local industry needs, CTE has become a vital educational pathway for the area’s diverse student population.

“Many of our students come from families with limited economic resources,” Dorsett said. “We’re giving them practical training in fields like healthcare, welding, automotive tech, teaching, and agriculture — skills that are in demand right here at home.”

Rather than pushing every student toward a four-year degree, today’s CTE programs promote multiple options, including industry certifications, associate degrees, and apprenticeships. This flexibility resonates with students who may be the first in their families to pursue education beyond high school.

“For some, that means becoming a welder like their dad and uncles. For others, it’s going into aerospace

engineering. Either way, we’re making students aware that success might come in a hard hat, not just a suit and tie,” he said.

Dorsett emphasized how CTE’s hands-on nature sets it apart from traditional classroom learning. “Our students don’t just read about a career — they do it,” he said. Through labs, simulations, and internships with local businesses, students get experience before they ever enter the workforce.

In fact, partnerships with South Texas College and area employers have created a pipeline from high school to high-paying jobs. “We align our curriculum with what regional industries actually need,” Dorsett said. “It’s not education for the sake of education — it’s education for impact.”

This real-world focus has also improved engagement. “When students see a clear path to a good job, they’re more likely to stay in school,” he said. “We’ve seen reduced dropout rates in part because of how relevant the learning feels.”

It’s not just about technical skills. CTE also builds soft skills like communication, teamwork, and leadership, essential for any career path. “Our students come out confident and capable, not just qualified,” Dorsett said.

One of the program’s strengths is its inclusivity. “CTE includes all types of students,” Dorsett said. “Some dream of engineering rockets; others want to fix cars. Both paths are valuable, and often, they intersect more than people think.”

The region’s economy benefits as well. By preparing students for local jobs, CTE helps retain talent. “We’re building a workforce that stays in the Valley, supports their families, and contributes to our communities,” he said.

Success stories abound — students leaving high school with nursing certifications, starting their own tech repair businesses, or entering the workforce debtfree. “We’re not just changing lives,” Dorsett said. “We’re changing generations.”

At its core, CTE is about opportunity. “It’s a powerful tool for equity,” he said. “It gives every student, regardless of background, the chance to build a future.”

As the RGV continues to grow, so too does the importance of education that works for students, families, and the local economy. “CTE doesn’t just prepare students for a job,” Dorsett said. “It prepares them for life.”

For students in the RGV, CTE offers a lifeline to upward mobility. By focusing on workforce readiness, economic empowerment, and local industry needs, CTE has become a vital educational pathway for the area’s diverse student population.

LA JEFA

Felida Villarreal

Leading VIDA Toward a Brighter Future

by Caroline Waldrip | photo by Bárbara Delgado

Felida Villarreal, President and CEO of VIDA (Valley Initiative for Development and Advancement), has a passion for breaking barriers and transforming lives in the Rio Grande Valley. Through her leadership, she is driving innovative programs that open doors to education and career success for hundreds of residents every year.

“My days are wonderfully diverse,” Villarreal said. “I split my time between strategic planning with our leadership team, meeting with community partners and funders, advocating for workforce development policies, and most importantly, connecting with our participants.”

Villarreal’s journey to leadership was not linear, but it was intentional. “My journey to leadership at VIDA began in public accounting, where I became a CPA and

developed a strong financial foundation,” she said. “In 2020, I joined VIDA as Director of Finance, specifically because I wanted to learn nonprofit accounting. What started as a professional interest quickly evolved into a deep passion for our mission.”

That passion has led to impressive growth. “My financial and accounting background has proven to be a valuable strength, helping position VIDA on a strong trajectory — from a $2 million operating budget to now over $5 million,” she said. “This financial expertise, combined with my commitment to our mission, has allowed us to expand our impact while maintaining fiscal transparency.”

She added, “This success is not mine alone — it’s the result of the relentless efforts of our dedicated team

“Every day, I see the power of opportunity to change not just an individual’s future, but the future of our entire community.”

Felida Villarreal, President and CEO of VIDA (Valley Initiative for Development and Advancement)

of 21 employees and the invaluable guidance of our 14-member board of directors, which includes community leaders, representatives from Valley Interfaith, and proud VIDA alumni. Together, we are building a stronger, more empowered Rio Grande Valley.”

For Villarreal, the work is deeply personal. “Like many of the parents we serve, I also balance these professional responsibilities with being a mother to my 8-year-old daughter,” she said. “This personal experience reinforces my commitment to creating programs that truly work for busy adults seeking to advance their careers while supporting their families.”

VIDA’s holistic approach to education and workforce development is creating ripple effects across the Valley. “Education is the most powerful tool we have to break cycles of poverty and create generational change,” Villarreal said. “When someone completes a certificate or degree program and secures quality employment, the ripple effects extend to their children, extended family, and ultimately our entire community.”

That mission is reflected in VIDA’s high success rates. “Our 83% graduation rate far exceeds the national average of 35% for similar populations,” she said. “What truly sets VIDA apart is our holistic approach to removing barriers to education.”

VIDA’s support goes far beyond tuition. “We provide financial assistance covering tuition, textbooks, and tools,” Villarreal said. “Our support extends to childcare assistance and transportation support,

recognizing that these everyday obstacles often derail educational aspirations.”

The organization’s innovative partnerships also reflect Villarreal’s forward-thinking leadership. “Our affiliation with UnidosUS has led us to secure a groundbreaking collaboration with Verizon and edX,” she said. “This partnership offers VIDA participants something previously unimaginable: free access to prestigious certificates from world-renowned institutions including Harvard University, Columbia University, and Rice University.”

Villarreal’s vision is bold yet grounded in the needs of her community. “These world-class educational experiences — which would typically cost thousands of dollars or require relocation — are now available completely free of charge, right here in the Valley,” she said. “Through these initiatives and others, VIDA creates pathways to economic mobility that transform individual lives while strengthening our regional workforce and economy.”

Villarreal’s leadership is defined by both results and heart. She has turned her role into a platform for empowerment, proving that education is not just about academics but about rewriting the future for families and entire communities. “Education transforms lives,” she said. “Every day, I see the power of opportunity to change not just an individual’s future, but the future of our entire community.” Her journey as a mother, leader, and advocate is a testament to what it means to be “La Jefa”: leading with purpose, vision, and an unwavering belief in the people she serves.

Empowering the Rio Grande Valley Through Education

by Thom Denton | photos provided

This year marks the 30th anniversary of the Valley Initiative for Development and Advancement (VIDA), a nonprofit organization transforming lives across the Rio Grande Valley by helping low-income residents gain access to education and career opportunities. Founded in 1995 by the community-organizing group Valley Interfaith, VIDA emerged from a desire to bridge local workforce gaps and break the cycle of poverty that had long plagued the region.

At its core, VIDA exists to empower individuals with the tools and support needed to enter high-demand, skilled careers. Today, the organization supports nearly a thousand students annually, offering financial assistance for tuition, supplies, transportation, and childcare. More than just monetary aid, VIDA provides what President and CEO Felida Villarreal calls “wraparound support services” — the critical day-to-day resources that often determine whether a student can successfully complete their training.

“All these things at the end of the day represent more challenges to job training completion,” Villarreal said. To encourage students to stay committed to their goals, VIDA emphasizes weekly meetings with career counselors and personalized mentorship.

One of VIDA’s strengths is its strong relationship with local employers. By working closely with industries in the Rio Grande Valley, VIDA ensures its training programs align with real-world job demands. When a shortage in the healthcare sector became apparent, VIDA partnered with South Texas Health Systems to launch a mentorship initiative. Industry leaders visit students monthly to share insights and provide a realistic view of career paths in healthcare. “That really helps inform our students and future graduates about what they may want to aspire to,” Villarreal said.

VIDA’s impact extends beyond healthcare; the organization has also partnered with trade unions and contractors to help fill critical labor shortages in construction and other skilled trades. For VIDA, education is just one part of the equation — the end goal is sustainable employment.

“It’s imperative that the people we help don’t just complete their education, but that they have a job at the end of it,” Villarreal said.

Looking to the future, VIDA is preparing to meet

the needs of a rapidly evolving economy. Villarreal sees significant potential in emerging fields, including information technology and artificial intelligence.

“We’ve already seen a huge boom when it comes to artificial intelligence, so I think that is a really important skill set that anyone can take on. That’s an area for a lot of opportunity.”

Villarreal reflects on her journey with humility and gratitude as she celebrates the organization’s 30th anniversary. “It was an extremely humbling experience,” she said of her early days. “It’s an extremely rewarding role.”

As VIDA enters its third decade, its mission remains clear: to uplift the Rio Grande Valley by investing in its people, helping them gain the skills, confidence, and support needed to build a better future.

in Leadership Title

Mark Lewis Named President of Edwards Abstract and Title Co., Bringing Vision, Efficiency, and Local Connection

by Joanney Uthe | photos by Bárbara Delgado

Mark Lewis was in middle school when Edwards Abstract and Title Co. established its corporate office in Edinburg in 2007. After graduating from Edinburg High School, he enrolled at the University of Texas at San Antonio and obtained his business degree. Today, he serves as president of Edwards Abstract and Title Co.

“The goal was always to be in the title industry,” Lewis said.

After graduating from UTSA, Lewis worked for Stewart Title in San Antonio for five years, starting as an escrow assistant and becoming one of the company’s top closers. He returned to the Valley in 2019, joining Edwards Abstract and Title Co. first as an escrow officer and later as McAllen branch manager and vice president of operations. At 30, he became the youngest person in Texas to earn all three title certifications from the Texas Land Title Association: Certified Title Insurance Professional, Certified Escrow Settlement Professional, and Certified Abstract Examination Professional. He also

holds the National Title Professional designation from the American Land Title Association.

In January, Lewis was appointed president of Edwards Abstract and Title Co. He has a three-part vision for the company: enhance efficiency, support employees, and preserve the company’s legacy. This involves connecting the company’s rich history with future goals, identifying areas for improvement, and streamlining processes. Throughout these efforts, he emphasizes maintaining a positive company culture and ensuring a healthy worklife balance.

“We have some of the best people in the business,” Lewis said. “We want to make sure they have what they need to succeed. Take care of them and they’ll take care of you. I think it’s the people that make the company.”

One of the first things Lewis implemented as president was a move toward becoming paperless. Edwards Abstract and Title Co. has a warehouse full of files because Texas Department of Insurance regulations require title

As president of Edwards Abstract and Title Co., Lewis applies lessons learned throughout his career to enhance efficiency. His goal is to remain proactive and committed to continuous improvement.

policies to be kept indefinitely. Other documents, such as disbursements and audits, only need to be retained for three years, but can be useful in future closings. Technology allows these files to be stored electronically, saving money on printing and storage.

“We are not 100% paperless yet but have made large strides,” Lewis said. “We are reducing the amount of paper in each file, and when the file is complete, originals are mailed out, an electronic copy of the file is securely stored, and the file is shredded. During this change, we proactively upgraded our cloud servers and cloud security to offer better protection, and I can confidently say we have the best security for our data storage and day-today systems.”

Edwards Abstract and Title Co. was the first title company in the Rio Grande Valley to offer fully online, electronic closings and document signing. When COVID-19 hit, the ability to securely close transactions on someone’s phone or laptop — or sign a power of attorney or affidavit electronically — opened up the possibility of closing deals quickly and conveniently.

“In some cases, people prefer to close in person at our office,” Lewis said. “In other cases, frequent investors or people with busy professions, such as doctors, would prefer to sign electronically in the comfort of their home after dinner, and we want to accommodate that.”

Title companies are often targets of fraud, including fake wire transfer instructions or someone pretending to be the property owner. Edwards Abstract and Title Co. was the first in the Valley to implement wire fraud and ID verification software, allowing them to verify IDs, confirm payoff accounts in real time, and request wire instructions through a secure portal.

“To verify someone’s ID, they scan their driver’s license, CHL, passport, etc., and the system confirms the ID is not fake or counterfeit,” Lewis said.

Many people do not understand the importance of the title industry and title insurance, Lewis said. Title insurance was created after a court battle in 1876, where a buyer suffered a significant loss on a property with an undisclosed lien. Edwards Abstract and Title Co. was founded just 4 years later in 1880, making it the secondoldest title company in the state of Texas. Title insurance protects the buyer from unforeseen issues such as a lien that doesn’t get paid off or someone missing in the chain of ownership. Title companies also catch, collect, and pay liens against sellers that are unrelated to the property, such as child support.

“You can’t fully eliminate risk, but we go back and look at the whole chain,” Lewis said. “Not all companies have these extensive resources, so we have one of the lowest claim rates in the industry because so much work is done up front. I appreciate every closing at Edwards and I truly believe our end product is different — that a policy from us means more.”

Title companies in Texas operate under strict regulations set by the Texas Department of Insurance. One notable aspect of this industry is that all title companies in the state charge uniform fees, which emphasizes the importance of building strong relationships with clients. To enhance customer service, Lewis has introduced comprehensive training for all employees across the company, including an annual training focused primarily on customer service.

“I believe we have the right mix of experience that knows how to get the deal done, with youth coming up and learning for the next generation,” Lewis said. “There’s big career potential and experience in this business.”

As president of Edwards Abstract and Title Co., Lewis applies lessons learned throughout his career to enhance efficiency. His goal is to remain proactive and committed to continuous improvement.

“I Am Alive Again”

At 265 pounds, Phylisia Tamayo often felt unwell. When her doctor told her the excess weight was jeopardizing her life, she chose weight-loss surgery at the South Texas Health System® Bariatric Weight Loss Surgery Center.

“It’s emotional to even think about how sick I felt and how I normalized that,” Tamayo says. “It kept me from being the best mom I could be.”

Knowing she needed to make a long-lasting change, she underwent weight-loss surgery at the South Texas Health System Bariatric Weight Loss Surgery Center. “It was amazing. They held my hand every step of the process.”

Today, she’s more than 100 pounds lighter. “Within a week, it just started melting off of me,” Tamayo says. “I am alive again. I can be active, and I know that I’m going to be here for my son.”

If

Omar Ochoa Law Firm

(956) 539-3804

info@omarochoalaw.com

A PROVEN LEADER FOR EDINBURG’S

BRIGHT FUTURE

Omar Ochoa’s Vision for a Stronger, More Prosperous Edinburg

Edinburg native Omar Ochoa is running for mayor with a vision rooted in conservative fiscal responsibility, unwavering support for public safety, and smart, sustainable growth. Raised in Edinburg public schools and shaped by parents who worked tirelessly in the fields, Ochoa embodies the core values of hard work, planning, and community service.

FROM SCHOLAR TO SUCCESSFUL LAW FIRM FOUNDER

Ochoa’s journey is a story of perseverance and leadership. Earning scholarships in both accounting and law, he not only broke barriers but also built a thriving legal practice, Omar Ochoa Law, in Edinburg. Through his firm, Ochoa has helped hundreds of families and small-business owners, giving them trusted legal advocacy and support during some of their most challenging times. The success of his law firm speaks to his leadership ability — managing a team, upholding integrity, and delivering results under pressure.

FISCAL RESPONSIBILITY THAT PAYS DIVIDENDS

As a seasoned accountant and experienced lawyer, Ochoa knows the importance of balancing budgets and making smart financial decisions. He pledges to protect Edinburg taxpayers by:

• Maintaining low taxes and avoiding budgetary surprises

• Growing city reserves to safeguard against economic uncertainties

• Preserving a strong bond rating to secure low-interest borrowing

• Promoting transparency in every contract to prevent wasteful spending

His track record of managing a successful law firm where financial discipline is essential underscores his ability to handle city funds with care and foresight.

STRENGTHENING PUBLIC SAFETY AND FIRST RESPONDERS

Ochoa’s commitment to public safety is clear. As Edinburg's city attorney, he fought for improved compensation and enhanced training for police and fire personnel, ensuring they had the tools they needed to serve the community effectively. He pledges to:

• Continue prioritizing the safety and well-being of first responders

• Invest in advanced training, equipment, and recruitment efforts

• Work collaboratively with city leadership to keep Edinburg’s streets safe

SMART GROWTH, STRONGER COMMUNITY

Ochoa believes in growing responsibly and thoughtfully by:

• Supporting youth job training programs to prepare the next generation

• Partnering with UTRGV, Hidalgo County, and local health care organizations to attract quality job opportunities

• Expanding family-friendly amenities that improve the quality of life for all residents

By combining fiscal prudence, educational partnerships, and economic development, Ochoa envisions an Edinburg ready to meet the demands of today and tomorrow.

WHY OMAR OCHOA IS THE RIGHT CHOICE

• Rooted in Edinburg: A lifelong resident with deep ties to the community

• Entrepreneurial Experience: Founder of Omar Ochoa Law, successfully leading a thriving local firm

• Legal and Government Expertise: Proven track record as city attorney, recovering misspent funds, and negotiating for the public interest

• Fiscal Steadiness: Accountant by training, city attorney by trade, and campaigner for proper budgeting

• Public Safety Champion: Consistent advocate for the men and women keeping our city safe.

If someone can lead Edinburg through smart growth, safe neighborhoods, and responsible governance, it’s Omar Ochoa.

JOIN THE MOVEMENT. GET INVOLVED NOW. Explore the campaign at voteochoa.com to learn more about Ochoa’s vision and the latest updates. Follow Ochoa on social media:

• Instagram: @omar.ochoa.law

• Facebook: facebook.com/omar.ochoalaw

Take Action:

• Sign up for volunteer opportunities or host a neighborhood coffee chat

• Donate to the campaign to ensure this message resonates citywide

• Spread the word. Tell your family, friends, neighbors, and colleagues why Ochoa deserves your vote

TOGETHER, WE CAN BUILD

EDINBURG’S TOMORROW

This election isn’t just about selecting a mayor — it’s about choosing a vision. Omar Ochoa invites every Edinburg citizen to join in building a city that’s safe, fiscally strong, and brimming with opportunity. With your support and your voice, we can safeguard our heritage while charting a bold new future. Paid for by Omar Ochoa for Mayor.

THE HIDDEN ENGINE OF THE VALLEY

How the Port of Harlingen Powers Regional Growth

by Caroline Waldrip | photos provided

Tucked along the Arroyo Colorado in Cameron County, the Port of Harlingen may not be the first thing people think of when it comes to the Rio Grande Valley economy, but its impact is undeniable. Under the leadership of Port Director Walker Smith, the Port has grown into a critical hub for international trade, local job creation, and longterm regional prosperity.

“The Port of Harlingen provides access to the region to economical and efficient multimodal transportation: barge, rail, and truck,” Smith said. “It connects the Rio Grande Valley to the United States via the marine highway and intracoastal waterway systems, as well as internationally.”

It also serves as a vital link to Mexico through Foreign Trade Zone No. 62 — one of the largest in the country — and through its overweight corridor. In 2023 alone, Port operations generated more than $4.6 billion in economic activity for Texas and supported over 25,000 jobs statewide.

Yet the Port’s success doesn’t come without complexity. Running a port, Smith said, requires tremendous coordination behind the scenes. “At our highest point in the last five years, we had more than 800 vessel calls to our port,” he said. “That means coordinating more than 800 ships and more than 3 million tons of cargo through our 125-foot-wide channel and 400-foot-wide turning basin.”

Each vessel requires precise planning, especially when not all commodities move at the same pace. “It’s a lot more than just sending a ship, docking, and unloading,” Smith said. “Moving goods through takes a lot of communication and planning.”

That precision has fueled substantial growth. Since 2017, the Port’s waterborne tonnage has increased by

190 percent, driven primarily by the exportation of fuel to Mexico. Today, fuel accounts for 87 percent of the Port’s annual tonnage, and approximately 70 percent of the fuel used in the RGV comes through the Harlingen Port.

That growth has translated into new infrastructure. “We’ve upgraded roads to concrete to accommodate heavy-weight traffic, added truck queuing areas, improved drainage, and enhanced lighting and traffic systems,” Smith said. “Soon, we’ll be renovating docks through the U.S. Department of Transportation’s Port Infrastructure Development Program.”

At peak periods, tenants at the Port have loaded 200 to 400 trucks daily — a level of activity that’s prompting plans to extend the Port’s overweight corridor to better connect with U.S. Highway 281 and Hidalgo County’s corridor. “Overweight corridors allow operators to move more cargo at once, minimizing the number of trucks on the road by a 2-to-1 ratio,” Smith said. “They also improve safety by keeping trucks off major highways, reducing speeds, and limiting travel to daytime and fair weather.”

The Port serves as a crucial lifeline for economic development, extending far beyond just logistics.“Being an economic catalyst for our community is one of our top priorities,” Smith said. “We like to say, ‘better ports mean better business.’”

The numbers bear that out. According to an Economic Impact Study by Martin & Associates, Port-related activity supports 956 direct jobs, 1,255 induced jobs, 216 indirect jobs, and over 22,000 related user positions. It also generates more than $1 billion in total personal wages and consumption expenditures and $79 million in local and state tax revenue.

While the stats are impressive, Smith said the most rewarding part of his work isn’t about tonnage or trucks — it’s about people.

“The most rewarding thing is the impact we are making on our community,” he said. “Being an outlet for people in our community to find, not just a job, but a career to help make the Rio Grande Valley a better place to live for everyone.”

As global trade demands grow and infrastructure continues to evolve, the Port of Harlingen is positioned not just as a link in the supply chain but as a central force shaping the Valley’s economic future.

1845 Capital of Raymond James (956) 331-2777

b.martin@raymondjames.com

YOUR BUSINESS DESERVES AN ESTATE PLAN

Drafting a Succession Plan Now Can Help Your Business Stand the Test of Time

As a business owner, you’ve invested so much into making your business successful — hard work, time, money, energy.

It’s hard to imagine your business without you. Chances are, there will come a day when someone else will take the reins. A seamless succession plan, one carefully and thoughtfully devised well in advance, is essential to making sure your business enjoys continued success for generations to come.

HARDER THAN IT SOUNDS

The facts are a bit grim. Only 30% of privately held businesses survive into the second generation, and less than 15% survive into the third, according to Nuveen Investments. However, a well-planned transition strategy can help support your business’s longevity.

For many hardworking business owners, succession planning represents the notion that they can be replaced — an uncomfortable scenario. Perhaps that explains why

only a third of business owners surveyed for the 2018 U.S. Trust Insights Report on Wealth and Worth had established a formal succession strategy.

Just as estate planning seeks to protect your loved ones and ensure your wishes are carried out as you intend, a succession plan does the same for your business if, for any reason, you are no longer there. In short, it’s designed to safeguard your legacy.

A thorough succession plan considers not only your exit from the business but also your retirement needs and personal estate. It provides for an orderly transition of management and the passing of control of the business. It also avoids the potential pitfalls of loved ones having to make difficult decisions during stressful times or leaving the future of your business to happenstance.

It’s never too early to plan.

With your professional advisers, consider these questions:

• How can you protect your business and benefits to hedge against catastrophe and ensure future continuity?

• With retirement on the horizon, how can you gracefully exit the business and realize the maximum value for your hard work?

• What if something happened to you unexpectedly? Have you created an effective contingency plan that protects your staff and customers?

You may want to prepare an heir from within the family, prepare someone outside the family, consider an outright sale, or have an expert take over until your chosen heir is old enough or fully prepared. Any one of those scenarios takes time to develop.

SUCCESSION

STRATEGIES

The financial implications of business succession are complex, but you and your financial adviser can tap into several strategies to help you refine your plan.

Here are a few examples:

Sale to an intentionally defective grantor trust (IDGT)

— Don’t let the name throw you off. A sale to an IDGT is a sophisticated planning strategy to transfer assets from one generation to another while minimizing income, estate, and gift tax liabilities. Families with closely held businesses structured as partnerships or S corporations may find it particularly helpful as they smooth transfers to your heir without incurring gift or capital gains taxes on the sale and shift the value of the assets out of the grantor’s estate.

Grantor retained annuity trust (GRAT) — A GRAT can help insulate assets you expect to appreciate significantly from being overly taxed and can create a meaningful difference in net proceeds for business owners contemplating a sale or transfer. This is one technique that can transfer wealth with little practical impact on the underlying transaction, yet with substantial wealth transfer results.

Self-canceling installment note (SCIN) and intrafamily loan — When you use an SCIN to finance the sale of your business interest, the buyer promises to make payments of portions of the sale price to you for a specified period of time. If the seller dies before payment in full on the note, the note is canceled, and no further payments need to be made to the seller’s estate or beneficiaries. Selling a business interest to a family member in a lower tax bracket using an SCIN may allow for a reduction in overall family tax liability. An intrafamily loan can be used in coordination with an SCIN.

Putting a plan in place means you and your business are prepared for whatever comes, even in the case of disability or an untimely death. It is not just about being prepared in an emergency; it is about sustainability.

These conversations can be difficult to have with family members and business associates. However, they can actually bring comfort by ensuring everyone is on the same page regarding the future success of your business.

Source: Nuveen Investments

Changes in tax laws or regulations may occur at any time and could substantially impact your situation. Raymond James financial advisers do not render advice on tax or legal matters. You should discuss any tax or legal matters with the appropriate professional.

WORLD-CLASS CANCER CARE.

LEADING THE FIGHT IN THE RIO GRANDE VALLEY FOR GENERATIONS.

When you fight cancer with Texas Oncology, your care is shaped by the collective experience of hundreds of oncologists, surgeons, and support staff. It’s shaped by access to the latest clinical trials, leading-edge technology, and advanced treatments like precision medicine. And it’s driven by our commitment to innovation.

Every patient we’ve treated, every lesson learned, helps us focus on improving your quality of life throughout treatment, making us the leader in fighting your cancer.

TURN TO TEXAS ONCOLOGY FOR TOMORROW’S CANCER BREAKTHROUGHS TODAY.

FUTURE SUCCESS

Port of Brownsville Internships Build Bridges from Classroom to Career

Looking over the turning basin from the Port of Brownsville’s Harbor Master’s Office, Maritime Business Administration major Samuel Hinojosa spent this summer preparing for his final semester at Texas A&M University – Galveston, as an intern gaining valuable hands-on experience in the maritime industry.

Hinojosa was one of three college students selected to intern at the Port of Brownsville this summer as part of its ongoing workforce development efforts. Alongside him were Pierce De La Cruz Grove, a finance major and rising sophomore at the University of Notre Dame, and Antonio Gutierrez, a senior at Texas A&M University,

by Port of Brownsville | photo provided

set to graduate this fall with a degree in Industrial Distribution. Each intern was placed in a department that aligns with their career aspirations and academic background, giving them valuable professional insight and on-the-ground experience.

“At the Port of Brownsville, we know that people are at the heart of our progress, which is why giving these talented students an opportunity to work at our port is vital to future success,” said Port Director and CEO William Dietrich. “The insights and energy they bring to

their internships are inspiring; we are happy to facilitate their growth as they start their career journey.”

This was Hinojosa’s second summer interning at the Port of Brownsville; previously, he’d spent his internship rotating between the port’s Engineering, Facilities Maintenance, and Overweight Permit offices. Hinojosa said this summer internship was even better because he was more comfortable working with the port staff. “I learned the importance of communication and became a stronger communicator,” Hinojosa said.

De La Cruz Grove joined the port’s Finance Department, where he focused on analyzing financial data and identifying trends tied to long-term capital investments. His internship also included exposure to the port’s budgeting processes, internal controls, and reporting strategies.

“The Port of Brownsville has shown me how different departments work together and helped me see how organizational structures function from a career-building perspective,” said De La Cruz Grove.

De La Cruz Grove is one of the 2024 recipients of the Port of Brownsville Scholarship, a program established in 2020 by the Brownsville Navigation District Board of Commissioners to support local students pursuing higher education. To date, the scholarship has awarded $192,000 to 192 students attending schools within the district.

Gutierrez, who interned with the Cargo Services Department, had the opportunity to work closely with port operations teams. Gutierrez said the experience deepened his appreciation for the port’s role in driving economic growth and creating job opportunities in the region.

As the only deepwater seaport on the U.S.-Mexico border, the Port of Brownsville plays a critical role in supporting local workforce pipelines. With more than 230 companies operating within the port and its surrounding industrial areas, internship programs help ensure that young professionals are prepared to meet the demands of rapidly expanding industries such as steel, shipbuilding, logistics, and energy.

By connecting students with real-world experience and mentorship, the Port of Brownsville reinforces its commitment to long-term workforce development. For future interns at the port, Hinojosa offered words of advice and encouragement. “Don’t be afraid to ask questions, you’re here to learn,” Hinojosa said.

From Left to Right: Summer interns Samuel Hinojosa, Pierce De La Cruz Grove, and Antonio Gutierrez stand at Dock 15 at the Port of Brownsville, where they gained hands-on experience in maritime operations, finance, and cargo services as part of the port’s commitment to workforce development.

BACK TO BUSINESS

by RGVision Media

After months of heatwaves, vacations, and half-empty offices, many businesses experience the same seasonal challenge: the summer slowdown. Consumer spending can fall by as much as 15 to 20 percent in non-tourism sectors during the summer months, while B2B lead generation dips by nearly 30 percent compared to spring and fall.

The good news is that fall provides a powerful window of opportunity to rebound. As families return to school, professionals reset their routines and companies refocus on year-end goals, this transition offers fertile ground for growth. The key is recognizing the slump, learning from it, and reigniting marketing efforts with purpose.

RECOGNIZE AND LEARN FROM THE SLUMP

Seasonal lulls are natural, but they also carry lessons. Companies that use downtime for strategic reflection outperform competitors by up to 30 percent in recovery periods, according to the Harvard Business Review.

Understanding the root cause of a slowdown is essential. Was your content inconsistent? Did ad campaigns pause? Or did customers disengage while out of their regular routines? Pinpointing these factors not only helps businesses bounce back but also prevents the same cycle from repeating next year.

AUDIT CHANNELS BEFORE RESTARTING

A data-driven audit turns guesswork into clarity.

Reigniting Marketing After the Summer Slump

Companies that use downtime for strategic reflection outperform competitors by up to 30 percent in recovery periods, according to the Harvard Business Review.

Marketing leaders recommend starting with metrics.

On social media, analyze which formats — short videos, live Q&As, or carousel posts — drove the most engagement before summer. With email marketing, compare open rates against the industry benchmark of 21.3 percent, according to Mailchimp. For websites, track bounce rates and traffic patterns during quieter months.

An audit should not focus on fault-finding. Instead, it highlights what is working, what isn’t, and where there is untapped potential. This snapshot creates a foundation for the next stage of growth.

REBUILD WITH CONSISTENCY

Consistency is often the antidote to a slump. Brands that post three to four times per week on social media see nearly double the engagement compared to those who post sporadically. Now is the time to refresh a content calendar and commit to showing up.

Short-form video continues to dominate, with audiences spending an average of 95 minutes per day on platforms like TikTok, Instagram Reels, and YouTube Shorts. Visual storytelling, particularly with fresh seasonal themes, helps reintroduce brands to audiences returning from summer distractions.

Energy is contagious. If a brand feels revitalized, its audience will feel it too.

RECONNECT WITH YOUR AUDIENCE

Marketing is about more than promotion — it is about connection. A Salesforce study found that 66 percent of consumers expect companies to understand their unique needs. Fall is the perfect time to re-engage with a personal touch.

Tactics include segmented email campaigns tailored to behavior, interactive polls or quizzes on social platforms, and live

Q&A sessions to rebuild trust and attention. For many businesses, this moment should be viewed as a reintroduction — a way to remind audiences of the value they provide.

LEVERAGE SEASONAL MOMENTUM

Fall is not just a prelude to the holidays — it is an opportunity in its own right. Deloitte reports that 46 percent of consumers increase discretionary spending in the fall as routines stabilize.

Businesses can capitalize by launching limited-time promotions, offering bundled packages, or creating partnerships with local organizations. Thought-leadership content that addresses end-of-year planning or industry trends also positions companies as trusted resources.

Momentum builds quickly. A strong fall campaign can fuel sales and engagement well into the holiday season.

MOVING FORWARD

Seasonal slowdowns are inevitable, but staying in them is not. By recognizing the slump, auditing channels, rebuilding with intention, reconnecting with audiences, and leveraging fall’s momentum, businesses can transform a quiet summer into a strong finish.

The post-summer reset is not just about recovery — it is about setting the stage for long-term growth. For companies willing to reengage with energy, data, and consistency, fall can be one of the most rewarding seasons of the year.

RGVision Media specializes in helping businesses navigate seasonal challenges and seize opportunities. From content planning to campaign execution, our team is ready to help your brand bounce back stronger than ever.

Call (956) 627-2950 or email info@ rgvisionmedia.com today. Let’s get back to business — together.

SUNDAY SEPTEMBER 7

FRIDAY SEPTEMBER 12

SATURDAY SEPTEMBER 13

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SPECIAL DELIVERY

Amazon’s Plan to Build New Brownsville Facility

by Bryan Kirk

The blue compact vans with the familiar baby blue arrow are about to become a lot more common on the streets of Brownsville, after the global online retail giant announced its plan to build a new delivery substation.

On May 14, Amazon announced its plan to build a 62,000-square-foot facility at 1910 FM 511 in Brownsville. This new facility, which is in the early stages of construction, is the second Amazon facility to open in recent years.

“This delivery station will allow us to better serve customers in Brownsville and the surrounding area,” said Jessica Breaux, senior manager of economic development for Amazon. “We’re grateful for our partnership with the City of Brownsville and the Greater Brownsville Incentives Corporation and look forward to sharing more details about this facility in the future.”

In 2022, Amazon made its first foray into the Rio Grande Valley with the opening of a delivery substation in McAllen.

Gilberto Salinas, Chief Executive Officer of the Greater Brownsville Incentives Corporation, said Amazon’s interest in South Texas is sending a clear message that the Rio Grande Valley is a prime region poised for economic development opportunities.

“Brownsville is emerging as a destination of choice for global companies seeking access, infrastructure, and a workforce ready to grow with them,” he said. “GBIC’s role in this project reflects our commitment to creating the right conditions for transformative investment. We’re proud to have supported this opportunity through strategic coordination and long-term planning.”

Delivery stations play an important role by doing the heavy lifting and footwork to deliver

products shipped from fulfillment centers or sortation centers within the state of Texas.

According to the Texas Economic Development Corporation, Amazon invested more than $16.9 billion in Texas infrastructure between 2010 and 2019. These investments during those nine years included 17 fulfillment centers, 10 delivery stations, five Prime Now hubs, and three tech hubs.

During this initial incursion into Texas, Amazon’s focus was on the metropolitan regions of Dallas-Fort Worth, Houston, Austin, and San Antonio.

While Amazon’s expansion into Texas has continued, there have been some changes, including a subtle deviation from the large metro regions.

In recent years, Amazon has seemingly shifted its focus to mid-sized and smaller communities, opening facilities in Amarillo, Cleburne, Round Rock, and Tyler in 2024.

This shift by the retail giant is good news for the Rio Grande Valley — news that has spurred excitement among city leaders.

“Amazon’s decision to expand in Brownsville reinforces what we’ve long known, our city is an economic powerhouse in South Texas,” said Brownsville Mayor John Cowen, Jr. “We’re proud to welcome Amazon and look forward to the positive impact this investment will bring to Brownsville and the surrounding communities.”

While Amazon is credited with creating direct jobs, such as delivery drivers and warehouse workers through their fulfillment centers and delivery substations, it also provides opportunities indirectly, enabling entrepreneurs to build their own business.

“It’s about opportunity, access, and momentum,” Cowen added.

UPCOMING EVENTS

SAT-SUN SEPTEMBER 20-21

SATURDAY SEPTEMBER 27

SUNDAY SEPTEMBER 28

FRI-SUN OCTOBER 3-5

SATURDAY OCTOBER 11

FRI-SUN OCTOBER 17-19

SAT-SUN OCTOBER 25-26

LEADING WITH HEART

How Rodeo Dental Is Reshaping Healthcare in the Valley

by Caroline Waldrip | photos provided

Fifteen years ago, a mission was born in the Rio Grande Valley — not just to provide quality dental care, but to transform how healthcare serves people and communities. That mission became Rodeo Dental & Orthodontics. Now, as the company celebrates its 15th anniversary, it also celebrates another historic milestone: becoming the first B Corp Certified healthcare company founded in the Valley.

For Dr. Saam Zarrabi, Rodeo Dental’s co-founder and CEO, the certification isn’t just a badge — it’s a commitment. “This wasn’t about chasing an award,” Zarrabi said. “It was about codifying our values. It was about saying to the world — and to ourselves — that Rodeo Dental is built different.”

The B Corp certification is awarded to businesses that meet the highest standards of social and environmental performance, transparency, and accountability. For Rodeo Dental, that framework has helped maintain its integrity while the company has expanded across Texas.

“As we grew beyond the Valley and into other regions, we needed a way to preserve our soul,” he said. “That’s what B Corp offered us: a framework that aligned perfectly with who we are.”

Zarrabi believes the recognition is also a win for the Rio Grande Valley itself, which has often been overlooked in national healthcare conversations. “The Valley has

long been overlooked in the broader conversation around innovation and progress, but anyone who lives here knows — this region is rich in culture, talent, and heart,” Zarrabi said.

“Earning B Corp Certification in the Valley isn’t just a corporate milestone — it’s a cultural one,” he said. “It means that the RGV is no longer standing in the wings of the healthcare conversation. It’s leading from the front.”

That leadership shows in how Rodeo Dental prioritizes people, starting with the patients. “We’re not just providing services — we’re changing lives,” Zarrabi said.

Through the B Corp framework, Rodeo has created systems that track patient outcomes and expand care to underserved populations. Rodeo earned 29.7 B Corp points for reaching underserved patients and 9.1 points for improving health outcomes. Its total Customer score of 41.7 is considered “Best in Class” by B Lab, the global nonprofit that certifies B Corporations.

“Behind every number is a story,” Zarrabi said.

One such story came from a continuing education event in Mission. A mother brought in her daughter after being turned away elsewhere and unable to afford care. “They left that same day with complete care and a follow-up plan in place — and with tears in their eyes,” Zarrabi said. “That’s the kind of story we hear again and again. That’s what B Corp helps make possible.”

In fact, Rodeo Dental provides more than $250,000 in volunteer dentistry each year — care given “freely,

generously, and with no strings attached,” he said.

Zarrabi sees the impact extending beyond individual smiles. The company’s Volunteer-Driven Continuing Education Program brings in dentists from across Texas to the Valley for hands-on learning and service. “It’s hands-on. It’s high-energy. It’s changing how continuing education is done in dentistry,” he said.

For Rodeo’s team of providers, the work is deeply personal. “Our doctors aren’t just technicians — they’re change-makers,” Zarrabi said. “They’re people who understand that oral health is deeply personal, that every smile carries a story, and that the best care starts with empathy.”

The company’s model has earned global recognition, including being named to the Fortune Impact 20 List in 2023 and earning the distinction of “Best for the World –Governance” and “Best for the World – Customers” from B Lab.

As Rodeo Dental looks ahead, Zarrabi envisions the Valley as a “statewide center of excellence for dental education” and a place where healthcare innovation continues to thrive. “This isn’t just our anniversary — it’s the Valley’s,” he said.

In the end, Rodeo Dental’s story is about much more than teeth. It’s about values, vision, and choosing to lead with heart. “The world may call us a dental company,” Zarrabi said. “In the Valley — we’re family.”

LIFE AND LEGACY

A Sister’s Journey Through Organ Donation by Texas Organ Sharing Alliance | photo provided

her younger brother, Jaime “Jaimito” Longoria, and the powerful journey they shared through organ donation.

Jaimito was born with a serious congenital heart condition that placed him on the transplant list as a child. The months that followed were filled with uncertainty, countless hospital visits, and the kind of hope only families in crisis truly understand. Then, after a year-long wait, came the call that changed everything: a donor heart was available.

“His life completely changed,” Sandoval said. “He became a totally different person. You could just see it. It speaks to the magic of humans and how we are all connected.”

For the Longoria family, the transplant wasn’t just a medical event — it was a new chance at life. It gave Jaimito the opportunity to fully experience life and savor everyday moments.

Over the course of five years, Jaimito and his family made cherished memories that would endure forever. One day after commemorating the fifth anniversary of his transplant — and shortly after returning from a Make-AWish trip to Disney World — Jaimito sadly passed away.

In a final act of generosity, he became a tissue and eye donor, bringing hope and healing to others, just as he once received it himself.

“He finished out his story in the transplant world by being a donor,” said Sandoval.

Today, Sandoval serves as an advocate with Texas Organ Sharing Alliance (TOSA).

Having experienced both sides of the transplant journey — as the sister of a recipient and of a donor — she shares Jaimito’s story to raise awareness and inspire others to consider the lifesaving impact of organ and tissue donation.

“Organ donation allows grief to find a place to rest,” she shared.

Through her advocacy, Kristen honors Jaimito’s memory and encourages families to have open conversations about donation — something she believes can transform tragedy into purpose.

Jaimito's legacy lives not only in the lives he helped save but in the hearts of those inspired by his story.

To learn more about organ donation, visit TOSA1.org, and to hear Sandoval’s full story, visit the YouTube channel: @ TexasOrganSharingAlliance.

SAVING LIMBS, RESTORING LIVES

A Look Inside the STHS Limb Salvage & Amputation Prevention Program

by

Caroline Waldrip | photos provided

Each year, more than 150,000 Americans undergo lower extremity amputations, many due to peripheral artery disease (PAD) — a silent, progressive condition that blocks blood flow to the limbs. In the Rio Grande Valley, where conditions like diabetes and obesity are prevalent, the risk is especially high. However, thanks to a new program at South Texas Health System (STHS) Edinburg, there’s hope for preventing limb loss and reclaiming quality of life.

Officially launched in early 2025, the STHS Limb Salvage & Amputation Prevention Center is making a significant impact on the lives of Valley residents with PAD and chronic limb-threatening ischemia (CLTI), the disease’s most severe form.

“We’re not just treating a disease — we’re helping people stay mobile, stay independent and stay alive,” said Dr. Ofsman E. Quintana, MD, FACC, the medical director

of the program. “This program is a lifeline for patients suffering from PAD.”

PAD is caused by the buildup of fat and cholesterol along artery walls, leading to poor circulation and, if untreated, painful wounds, infections, and ultimately amputations. In fact, diabetes — a condition affecting nearly a quarter of adults in the Valley — is present in more than 80% of vascular-related amputations, according to national data.

That’s why early detection is critical. “The earlier we intervene, the more options we have to restore blood flow and save the limb,” Quintana said. “We want patients and physicians to think about PAD the way they do heart disease — treat it before it becomes a crisis.”

The center’s approach is multidisciplinary. Patients receive care from a team of interventional cardiologists, wound care specialists, and vascular experts. “We have built a highly skilled team that’s dedicated to limb preservation,” Quintana said. “It’s about collaboration — from diagnosis to follow-up.”

The program offers a wide range of minimally invasive, catheter-based procedures to restore blood flow. Treatment options include angioplasty, stents, atherectomy, and even advanced procedures like Shockwave Intravascular Lithotripsy and other surgical interventions, with each tailored to an individual patient’s needs.

“In many cases, we’re able to reopen arteries that were once thought untreatable,” he said. “These technologies are helping us change outcomes in real time.”

The center also emphasizes education and outreach. “We’re working hard to increase awareness among primary care physicians and the public,” Quintana said. “Too many patients don’t know they’re at risk until they’re facing amputation.”

Since the program’s early rollout, Quintana and his team have performed more than 480 limb-saving procedures — each one potentially preserving not just a limb, but a person’s independence.

“After an amputation, a patient’s life changes dramatically — mobility, mental health, everything,” he said. “We want to prevent that from ever happening.”

Facilities at the center include private treatment rooms and two state-of-the-art cardiac catheterization labs equipped with the Philips Allura Xper FD20 system, providing high-resolution imaging and precision for vascular procedures.

September marks Peripheral Artery Disease Awareness Month, a time to spotlight the importance of circulatory health. For those experiencing leg pain while walking, nonhealing wounds, or coldness in the legs or feet, it may be time to get screened.

“Our goal is simple,” Quintana said. “To save limbs and save lives — because every step matters.”

For more information or to schedule a screening, visit southtexashealthsystemedinburg.com or contact the STHS Limb Salvage & Amputation Prevention Center at 956-388-6000.

You Are NOT ALONE

SEPTEMBER IS NATIONAL SUICIDE PREVENTION MONTH

If you, or someone you love, is experiencing suicidal thoughts, South Texas Health System® Behavioral is here to help.

This month is a good time to get to know the warning signs, including:

• Self-destructive behavior, such as increased drug or alcohol use

• Anxiety, agitation, irritability, aggression, recklessness

• Sleeplessness or sleeping too much

• Depression or mood swings

• Loss of interest

• Withdrawing from family and friends

• Talking about dying or wanting to die

If you or someone you care about is struggling, South Texas Health System Behavioral is here to provide compassionate care with quality services close to home.

For a confidential assessment or for more information, call our hotline, available 24/7, at 956-388-1300 or visit southtexashealthsystembehavioral.com

If you need immediate help, or know someone who does, contact the 988 Suicide and Crisis Lifeline, or seek the nearest emergency room. For physical health emergencies, call 911 or seek the nearest emergency room.

EXCELLENCE IN CARDIAC CARE

by

Valley Baptist Medical Center-Brownsville has received the American College of Cardiology’s NCDR Chest PainMI Registry Platinum Performance Achievement Award for 2025, one of only 323 hospitals nationwide to receive the honor.

The award recognizes Valley Baptist-Brownsville’s commitment and success in implementing a higher standard of care for heart attack patients. It signifies that Valley Baptist-Brownsville has achieved the aggressive goal of treating patients to the highest standard levels of care as outlined by the American College of Cardiology/

American Heart Association clinical guidelines and recommendations.

To receive the Chest Pain-MI Registry Platinum Performance Achievement Award, Valley BaptistBrownsville has demonstrated sustained achievement in the Chest Pain-MI Registry for two consecutive years (2023 and 2024). The hospital performed at the highest level for specific performance measures. Full participation in the registry engages hospitals in a robust quality improvement process using data to drive improvements in adherence to guideline

Valley Baptist-Brownsville Wins Platinum Award

Valley Baptist Medical Center | photos provided

recommendations and overall quality of care provided to heart attack patients.

“It is an honor to award Valley Baptist-Brownsville with the Platinum Performance Award for their valuable national leadership and dedication to meeting comprehensive performance measures in patient care,” said Michael C. Kontos, MD, FACC, chair of the NCDR Chest Pain – MI Registry Steering Subcommittee, and cardiologist at Virginia Commonwealth University Medical Center. “The receipt of this award indicates that Valley Baptist-Brownsville remains committed to providing top-quality, guideline-driven care for heart attack patients. Their success ensures patients are receiving the highest quality cardiovascular care.”

The Centers for Disease Control estimates that over 800,000 Americans suffer a heart attack each year. A heart attack occurs when a blood clot in a coronary artery partially or completely blocks blood flow to the heart muscle. Treatment guidelines include administering aspirin upon arrival and discharge, timely restoration of blood flow to the blocked artery, smoking cessation counseling, and cardiac rehabilitation, among others.

Dr. Fadi Alfayoumi, an interventional cardiologist with Valley Baptist Physician Network and Medical Director of Valley Baptist-Brownsville’s Cardiac Care Services, said the achievement award is tangible proof that Valley Baptist-Brownsville is on the cutting edge of caring for cardiac patients throughout the Rio Grande Valley.

“We are incredibly proud of the nationwide recognition we’ve earned at Valley Baptist-Brownsville, and it inspires us to work even harder for our cardiac patients. Our entire team is heavily invested in making sure we provide our community with the highest standard of cardiac care,” he said. “We’ve built a very powerful, highly motivated, caring team for our patients, and it is my personal belief that we’ve built the strongest cardiac care team in the entire Rio Grande Valley.”

Chest Pain-MI Registry empowers health care provider teams to consistently treat heart attack patients according to the most current, science-based guidelines and establishes a national standard for understanding and improving the quality, safety, and outcomes of care provided for patients with coronary artery disease, specifically high-risk heart attack patients.

“It is an honor to award Valley BaptistBrownsville with the Platinum Performance Award for their valuable national leadership and dedication to meeting comprehensive performance measures in patient care.”

Michael C. Kontos , MD, FACC, chair of the NCDR Chest Pain –MI Registry Steering Subcommittee, and cardiologist at Virginia Commonwealth University Medical Center

Lauro Tijerina

Tijerina Family & Cosmetic Dentistry

(956) 687-6103

info@tijerinadentistry.com

BEYOND THE BRUSH

Five Surprising Factors That Affect Oral Health

Most people are familiar with the basics of oral hygiene: brushing twice daily, flossing regularly, and attending dental checkups. These foundational habits are essential to maintaining dental health. However, oral health is influenced by more than just a toothbrush.

At Tijerina Family & Cosmetic Dentistry, the focus is on a comprehensive approach to dental wellness. This includes evaluating lifestyle choices, habits, sleep patterns, stress levels, and medication use, all of which can impact the condition of teeth and gums.

Below are five lesser-known yet significant factors that can influence oral health, along with practical steps to help maintain a healthy smile:

1. ACIDIC FOODS DO MORE DAMAGE THAN EXPECTED

Sugar is commonly blamed for cavities, but acid can be equally, if not more, harmful to tooth enamel.

Acidic foods and beverages — such as citrus fruits, tomatoes, vinegar-based dressings, carbonated drinks, and even sparkling water — can gradually erode enamel over time.

Enamel, the protective outer layer of teeth, does not regenerate once worn down. Frequent acid exposure makes it difficult for saliva to maintain proper pH levels, which raises the risk of tooth sensitivity and decay.

Tip: Use a straw for acidic beverages, rinse with water afterward, and wait before brushing your teeth after consuming acidic items. Reducing frequent snacking also allows saliva to naturally neutralize acids.

2. SLEEP HABITS AND ORAL HEALTH ARE CLOSELY LINKED

Certain sleep behaviors can have a negative impact on oral health. Nighttime teeth grinding (bruxism) and mouth breathing, particularly in cases

of snoring or obstructive sleep apnea, are common issues.

These behaviors reduce saliva flow, resulting in dry mouth conditions that can cause tooth decay, gum irritation, and persistent bad breath. More severe cases of bruxism may result in chipped teeth, jaw pain, or temporomandibular joint (TMJ) disorders.

Tip: Waking with jaw pain, frequent headaches, or noticeable tooth wear may indicate a need for a sleep assessment or a custom-fitted nightguard.

3. STRESS AFFECTS MORE THAN MENTAL HEALTH

Chronic stress is associated with numerous health issues, including oral problems. Jaw clenching, teeth grinding, and neglecting hygiene routines are common stress responses that can damage teeth, inflame gums, and promote infections.

Tip: Implement stress-relief practices such as meditation, exercise, or intentional downtime. If bruxism is present, a nightguard may help alleviate pressure on the teeth during sleep.

4. MEDICATIONS CAN REDUCE SALIVA PRODUCTION

Dry mouth is a common side effect of many medications, including antihistamines, decongestants, antidepressants, and blood pressure drugs. Reduced saliva makes it difficult to flush out bacteria, raising the likelihood of cavities and infections. Nutritional deficiencies, particularly in

calcium and vitamin D, may also weaken teeth and gums.

Tip: Share a complete list of all medications and supplements with the dentist. A personalized care plan, including rinses or lozenges that stimulate saliva, can help protect oral health.

5. HYDRATION SUPPORTS NATURAL ORAL DEFENSES

Saliva plays a crucial role in maintaining oral health by breaking down food, neutralizing acids, clearing bacteria, and supporting tissue health. Dehydration — whether caused by heat, physical activity, caffeine, or alcohol — slows saliva production, contributing to dry mouth, bad breath, and cavity formation.

Tip: Prioritize regular hydration. Carry a water bottle throughout the day and pay special attention to water intake when consuming dehydrating substances or living in hot climates.

A WHOLE-BODY APPROACH TO DENTAL CARE

Oral health is deeply intertwined with overall well-being. At Tijerina Family & Cosmetic Dentistry, dental care extends beyond cleanings and fillings to encompass a comprehensive review of medical history, lifestyle, and habits, ensuring that care plans support both oral and overall health.

To begin a proactive, whole-health approach to dental care, contact the Tijerina Family & Cosmetic Dentistry office to schedule a personalized consultation.

PELVIC HEALTH IS POWER

Why More Women Are Turning to Physical Therapy

by

Humberto Montemayor, Moveo Performance | photos provided

When people think of physical therapy, they often picture ankle rehab or post-surgical recovery. One of the most transformative — and often overlooked — areas of physical therapy lies deep within the core: the pelvic floor.

At Moveo Performance, pelvic health isn’t a niche — it’s a priority. Leading the charge is Dr. Vanessa Alonzo, PT, DPT, whose passion for women’s health and expert-level training are helping patients reconnect with their bodies in ways they didn’t think possible.

Alonzo received her undergraduate degree from the University of Texas at Austin and earned her doctorate in physical therapy from UT Health Science Center in San Antonio. She trained through the Herman & Wallace Pelvic Rehabilitation Institute and holds certifications in dry needling and fellowship-level manual therapy. Beyond the credentials is a provider who listens, educates, and empowers her patients through every season of life.

Dr. Vanessa Alonzo, PT, DPT

What Is the Pelvic Floor — and Why Does It Matter?

The pelvic floor is a group of muscles at the base of the pelvis. These muscles support key organs, such as the uterus, bladder, and rectum, and play a vital role in reproductive health, as well as bladder and bowel control.

When working properly, the pelvic floor provides control, support, and stability. However, when it’s not functioning well — due to pregnancy, postpartum changes, menopause, high-impact exercise, or prolonged sitting — symptoms can quietly take over your life.

Many people chalk it up to “just getting older” or “something all moms go through.” The reality is that pelvic floor dysfunction is extremely common and treatable.

A NEED THAT’S BEEN OVERLOOKED IN THE VALLEY

In the Rio Grande Valley, pelvic health has long been underserved. For too many women, access to specialized care has either been out of reach or simply not offered as an option. It’s not uncommon for people to live with bladder leaks, pelvic pain, or discomfort without ever being told that physical therapy might help.

That’s why Moveo is committed to changing the narrative — not just by offering pelvic floor therapy, but also by leading with advanced training, modern tools, and patient-first care. Every woman deserves to understand her body and have real options for healing, right here at home.

RECOGNIZING THE SIGNS

Pelvic floor dysfunction doesn’t always announce itself loudly. For some, it’s the occasional leak when laughing or sneezing. For others, it’s the constant urge to use the restroom, a nagging pressure or low back pain, discomfort during intimacy, or the sense that something just feels “off.” Postpartum concerns, such as abdominal separation (diastasis recti) or pain with prolonged sitting, can also be signs that the pelvic floor needs attention. These symptoms may worsen during transitional stages of life — like pregnancy, postpartum recovery, or menopause — but they’re never something you simply have to live with.

According to the Origin Way, 83% of U.S. women ages 18–59 reported one or more pelvic symptoms in the past year. Among women who gave birth in the last five years, 67% experienced bladder leaks, and 1 in 5 women navigating perimenopause or menopause reported pain. In other words: If something feels off, you’re not alone. It’s also not just in your head.

A SMARTER APPROACH TO CARE

What makes Moveo’s pelvic floor program stand out is the breadth of tools available — from biofeedback technology that helps retrain pelvic floor muscles to dry needling and manual therapy for stubborn tension. Whether your goal is to return to running or simply get through your workday without discomfort, Moveo meets you where you are.

Most importantly, the approach is built on education and empowerment. Alonzo works with each patient to demystify what’s happening in their body and tailor a plan that fits their lifestyle, goals, and phase of life. There’s no one-size-fits-all approach to pelvic health, which is exactly why specialized care matters.

A CONVERSATION WORTH HAVING

Pelvic health hasn’t always been part of the mainstream health care conversation, especially in communities like the Rio Grande Valley. It’s often overlooked or misunderstood, despite its common occurrence. Fortunately, that’s starting to change. As more women share their stories and seek answers, the need for informed, compassionate care is clearer than ever.

At Moveo, pelvic health is seen as foundational to wellbeing. It affects how women move, how they show up in the world, and how confident they feel in their bodies. Care exists. Options exist, and you’re not alone.

Come meet Dr. Vanessa and see what the right care can do for your comfort, your confidence, and your quality of life. Source: theoriginway.com/pelvic-floor-101

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Great Kiskadee.

PLANTA NATIVA MONTH IN MCALLEN

Celebrating Native Plants and the Power of Community-Grown Change

by

John Brush, Urban Ecologist, Center For Urban Ecology at Quinta Mazatlán | photos provided

Walking through one of the City of McAllen’s Tiny Forests might reveal a Great Kiskadee, bright yellow against a dense thicket of green, foraging in a tree. A variety of insects may also be observed — more visible the slower one moves — living among the over 30 native plant species included in the planted forest: native solitary bees buzzing from flower to flower; beetles clambering over leaves; a mantis waiting for its prey. With all that life, it is easy to assume the forest has always existed, even though it was planted in early 2023.

Ladyfinger Cactus.

That is the power of native plants. In just over two years, a typical Rio Grande Valley urban roadside — a regularly mowed mix of invasive grasses and small patches of seasonal wildflowers — transformed into a forested network of life, full of species interacting within less than an acre of habitat. Temperatures in the forest can be up to 10 degrees cooler than the surrounding heat (or warmer during brief cold snaps).

This transformation is the focus of Planta Nativa Month in the City of McAllen—the ability to modify landscapes for the benefit of both people and wildlife. Throughout October, Quinta Mazatlan will host a diverse array of events, family programs, plant giveaways, and more to raise awareness about native plants and encourage their use at homes, businesses, schools, and other community spaces.

Weekly programs will include Thursday evening presentations by native plant experts. Attendees can take home a free native plant while supplies last. The plant selections include a mix of perennial wildflowers, butterfly-friendly shrubs, and small trees.

Quinta Mazatlan staff will also offer weekly activities such as Forest Tots on Tuesdays and Thursdays, Walk with a Naturalist on

Wednesdays, and STEM Stops on Saturdays. Each session will focus on native plants, from seed development to their ecological benefits.

On Oct. 16, Quinta Mazatlan will welcome Pam Penick — author and advocate for climateresilient gardens — for a keynote presentation and book signing during the Planta Nativa VIP (Very Important Plants) Night. With nearly two decades of experience designing waterwise and wildlife-friendly landscapes, Penick will share practical strategies for creating gardens that endure challenges and grow stronger. Her presentation draws from her latest book, Gardens of Texas: Visions of Resilience from the Lone Star State, and aims to inspire resilience in local landscapes.

The VIP Night will also feature native plant sales, seed giveaways, a marketplace with food and wine vendors, educational booths and research posters, plus live music — all in the historical setting of Quinta Mazatlan.

Whether providing joy to gardeners or delivering ecosystem services such as temperature regulation, habitat for wildlife, and pollution mitigation, native plants in the Rio Grande Valley offer lasting value. Planta Nativa Month at Quinta Mazatlan celebrates its power. More information is available at quintamazatlan.com.

Planta Nativa Social.

KITCHEN OF OUR CULTURE

Zamoras'

Restaurant

Growing with the Valley

by Nathaniel Mata | photos by Aaron Garcia

North McAllen has experienced tremendous growth over the decades. Even before the area was incorporated into city limits, the Zamora family was serving food and provisions for those working to expand and develop the town.

“Our family would sell the basics: eggs, bread, luncheon meat,” Jorge Zamora said. “People didn’t have to go downtown for their groceries. [My parents] noticed people were loving it and with a push from my grandpa, we opened the building where location #1 is, eventually adding hot food.”

Originally serving ranch hands and construction workers, the Zamoras quickly transitioned from selling out of their home to opening a shop next door.

What was once a carport and convenience store in the 1970s is now a staple of McAllen diners.

The first Zamoras’ is located on 23rd Street just south of Lark Avenue. Since the 70s, they have traded nickel candies for awesome TexMex bites like breakfast tacos, enchiladas, and botanas.

The botanas don’t stay on the table for long; they’re a top seller, flying out the door so fast the restaurant keeps its beef supplier on speed dial. Jorge says they’re the most popular item on the menu. Before the success, it was hard to imagine becoming a major player in the restaurant industry.

A WINDING ROAD TO SUCCESS

Jorge’s mother planned to keep the store and restaurant running only to let her children get through their schooling.

“In reality, we didn’t see us doing this longterm,” Jorge said. “My mom’s goal was to get us through high school and college, then her children could do their own thing.”

Higher education did happen for Jorge and his brothers. Jorge earned his Master’s as a therapist; however, life had a funny way of pulling Jorge back to the family business.

For a period after Jorge’s father was sick, there was a lull in the business. It was even out of Zamoras’ ownership for a period of time. However, in the mid-2000s, Jorge knew his calling was to bring the family business back into prominence.

Once he took over full-time and leaned on his brother for management and business guidance, the trajectory was straight up.

Weekend or weekday, the parking lot is full in the #1 location, and now you can find Zamoras’ at any of the three locations. Two in Edinburg and one in North McAllen are staying strong.

They serve up classic dishes the RGV knows and loves so well. From breakfast tacos and chilaquiles to enchiladas and botanas to feed a crowd.

LIFELONG MEMORIES

To this day, Jorge runs into children he grew up with, some 30 or 40 years ago, retelling stories of the shop before it became the recognizable sit-down eatery it is today. “I remember we used to wait for the bus in front of your shop,” he hears from people he goes back with. “We would go in there and get candy before and after school,” he said.

Jorge’s brother, Joaquin ‘JJ” Zamora, serves as a McAllen City Commissioner. “The restaurant is the lifeline of our 99 employees, providing job stability and economic opportunity, but most importantly, as a means to bless others in our churches and community.”

Anyone who has enjoyed the food from the restaurant can attest that it’s best enjoyed in the company of loved ones.

“Our restaurant exists and entirely depends on our community support through their patronage, JJ said. “Without that support, the restaurant would cease to exist.”

Even though the restaurant wasn’t made to serve food in the early days, the Zamoras did what they do best: adapt and serve the people in their immediate area.

“People cherish us because we’re a part of their lives as well,” Jorge said. “People grow up in the area. If they move away, they tell us the first thing they do back in town is pick up a botana or they’ll get a breakfast taco on the way out."

Across three locations, Zamoras’ Restaurant serves up food, smiles, and community in a way only a business born in the Valley can.

“The restaurant is the lifeline of our 99 employees, providing job stability and economic opportunity, but most importantly, as a means to bless others in our churches and community.”

Jorge Zamora, Zamoras’ Restaurant owner

RIO GRANDE VALLEY

A NEW ERA IN THE

UTRGV

Football Takes Flight by Thom Denton | photos provided

After more than a decade of planning and anticipation, the University of Texas Rio Grande Valley is turning its football vision into reality. The Vaqueros will kick off their inaugural NCAA Division I football season in 2025 — a milestone fueled by community support, strategic leadership, and unwavering belief.

The idea first gained traction in 2016 when UTRGV commissioned a feasibility study chaired by legendary coach Mack Brown. The findings were clear: “Football is not an athletics-only venture — it’s a university initiative that greatly impacts student life,” said Jonah Goldberg, senior associate athletic director for communications and championships at UTRGV. At the time, however, the university was focused on launching its medical school and securing key accreditations, making 2016 an inopportune moment.

Fast forward to spring 2020: bolstered by a pandemicera financial rebound, UTRGV’s student government approved a referendum to gauge interest in football, women’s swimming and diving, and a marching band. On Nov. 11, 2021, more than 60 percent of students who voted were in favor of the initiative. The success of UTRGV football can be traced back to the pivotal student vote in 2021. That decision set everything in motion — students voiced their support, the administration acted, and now the program’s first game is just around the corner.

The UT System Board of Regents gave final approval in November 2022, and within weeks, Travis Bush was

named head coach. Nearly 1,000 days later, UTRGV is set for its historic debut.

Securing a home field was critical. In February 2024, UTRGV acquired the former H-E-B Park, later renamed Robert & Janet Vackar Stadium following a $20 million gift from the Vackars. “We’ve been able to use their historically generous support to get the stadium ready for football,” Goldberg said. Upgrades include lowering the field for better sightlines, expanding seating to about 12,500, adding premium loge areas, ribbon displays, and a high-definition video board.

What was once passive green space has become the H-E-B Tailgate Zone — a reserved, ticket-free area for pregame festivities. “Fans will also be treated to a brand-new video board giving all fans a way to soak up the game day experience,” Goldberg said.

The Vaqueros Performance Center, a 45,000-square-foot facility, further signals UTRGV’s commitment to excellence. The complex features a state-of-the-art weight room, sports medicine spaces, academic support areas, coaches’ offices, and dual practice fields — one turf, one grass. “There aren’t many teams at the FCS level with facilities like ours,” Goldberg said.

Veteran trainer Don Sommer, formerly of TCU and the NFL, heads strength and conditioning, supported by assistant Elijah Piñon. “Our strength and conditioning coaches do a good job of always having protein-filled snacks and drinks available,”

Goldberg said. “We also have partnerships with places like Fork to Fit that help us make sure our student-athletes have the fuel they need.”

“Competitively, the goal is always to win,” Goldberg said. With two recruiting classes and a mix of transfers and high school standouts, UTRGV enters the Southland Conference confident. “Roster turnover in college athletics these days levels the playing field for first-year programs,” he added.

Beyond the scoreboard, UTRGV aims to create lifelong memories. “Everyone at those games will tell their kids and grandkids that they were there for the first season of UTRGV football,” Goldberg said.

The Vaqueros’ debut is set for Saturday, Aug. 30, 2025, when they host Sul Ross State at Vackar Stadium. The season includes seven home games in Edinburg this year.

The program’s reach extends well past athletics. The initiative is projected to generate hundreds of jobs and millions in total economic impact across the region.

What began as a 2016 feasibility study has grown into a transformational project for the university and the Rio Grande Valley. From securing accreditation to funding facilities, UTRGV’s football program reflects comprehensive growth.

With the first kickoff on the horizon, the Vaqueros are more than a team — they are a catalyst for a united campus and community identity.

The

Vaqueros

will kick off their inaugural

NCAA Division I football season in 2025 — a milestone fueled by community support, strategic leadership, and unwavering belief.

SOCIAL FEST

The Valley Finds Its Stage

by Thom Denton | photos provided

A spark lit in California has now grown into a full-fledged movement in the Rio Grande Valley.

The idea for Social Fest began in 2023 when a team from Brand Geniuz, a South Texas marketing agency, attended a conference on the West Coast. The energy of the event — its speakers, panels, and buzz — left them inspired but also questioning.

“Why did we have to travel so far to experience something like this?” asked Josh Howard, chief branding officer at Brand Geniuz. “Why don’t we have anything like this in the Valley?”

That question quickly turned into action. Howard and Brand Geniuz co-founder Aylin Madrigal brought the concept home, determined to create a space where local entrepreneurs, creators, and businesses could harness the power of social media.

Howard, who had spent years watching social media transform industries across the country, said the Valley was lagging behind.

The team envisioned an event that was more than a typical business conference. Social Fest would be a hybrid: part professional development, part cultural celebration, and part creative festival. They imagined a Valley version of SXSW or Coachella — but one centered on the social media economy.

“Social Fest was built as a conference to close that gap — to give local business owners, creators, and entrepreneurs the tools they need to turn social media into an economic engine,” Howard said.

Social Fest’s two-day event, scheduled for November

12th and 13th, 2025, at the Mission Event Center, is expected to draw over 1,200 attendees. Students, smallbusiness owners, influencers, and corporate leaders gather together across three venues: a Speaker Room, a Panel Room, and a Multi-Purpose Room dedicated to hands-on learning.

Programming is tailored to all levels. “Whether someone is just starting out or already scaling. There’s valuable programming for them,” Howard said.

The lineup will feature national speakers alongside Valley leaders from industries such as fashion, fitness, law, hospitality, sports marketing, and consumer goods. Exhibit booths and brand activations are also planned, supported by Title, Platinum, and Gold sponsors who are taking an active role beyond simple financial backing.

Howard describes the environment as a “packed ecosystem of inspiration, education, and connection.”

For Howard and Madrigal, Social Fest is about more than big names and flashy productions. Its mission is tied to economic growth in South Texas.

“The mission of Social Fest is to position social media as a driver of economic growth while showcasing the Rio Grande Valley as a destination for creativity, business, and opportunity,” Howard said.

That includes empowering local creators and entrepreneurs to learn how to leverage digital platforms to grow their brands, generate revenue, and make lasting impacts. It also means amplifying the Valley’s own story.

Part of the programming is focused on teaching attendees to create compelling content that highlights the region’s opportunities and quality of life. Howard believes that with every post, photo, or video, local voices can not only promote their own work but also attract investment to the region.

What sets Social Fest apart, Howard said, is how it blends international social media trends with the Valley’s unique culture.

“Social Fest bridges global trends with regional opportunities,” he said. “Our goal is to equip people with the skills, connections, and inspiration to thrive in a digital-first world while helping the RGV shine as a hub of creativity, commerce, and culture.”

Organizers hope that the message resonates long after the festival ends. The event is positioned not just as a gathering but as a statement of intent — that the Valley is ready to lead, innovate, and claim its place in the broader digital economy.

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.