Texas Border Business
By Roberto Hugo González
The McAllen Housing Commission honored 15 students during its annual scholarship awards ceremony, distributing $25,000 in scholarships during an evening filled with community pride, personal stories, and a resounding message about the power of education. The event was held with the support of families, local officials, and community leaders. It featured remarks from Housing Commission Chair Elva Cerda, Executive Director Rodolfo “Rudy” Ramirez, businessman and philanthropist Alonzo Cantu, and McAllen City Commissioner Joaquin “J.J.” Zamora.
Chair Elva Cerda opened the program by welcoming attendees and emphasizing the community’s shared role in student success. “These 15 students represent the dedication of young people and the perseverance of their families,” Cerda said. She highlighted the importance of creating opportunities and encouraged continued support for local educational initiatives.
Rodolfo “Rudy” Ramirez, Executive Director of the Housing Commission, took the stage to recognize both the scholarship recipients and the community efforts behind the awards. “We are awarding $25,000 in scholarships this year,” Ramirez announced, noting that the funds were made possible through an annual fundraiser in February. Ramirez thanked contributors and reiterated the importance of investing in young people’s futures.
The emotional centerpiece of the evening was Commissioner Joaquin “J.J.” Zamora’s speech, which shared his journey through adversity and emphasized the value of persistence, family support, and a vision for one’s life.
“This is a very important moment for all of you,” Zamora told the students. “Some of you, it’s been easier. For some of you, it’s been hard. But you have the passion to finish something you started.” He praised guest speaker Alonzo Cantu for his courage, stating, “Mr. Cantu, you moved me this evening… It took a lot of courage, but you did it for the future of this Rio Grande Valley.”
Zamora reflected on his upbringing, revealing that his parents were not college-educated—his mother graduated from McAllen High School in 1957, and his father, who grew up in Mexico City, only completed sixth grade. He recalled the sting of discouragement from a high school counselor who doubted his ability to succeed at the University of Texas at Austin. “He said I should go to Pan American because I couldn’t make UT,” Zamora said. “Well, gosh darn, I went… It took me five years, but I graduated.”
He emphasized that financial aid and family encouragement made his education possible. “When I was going to fail income tax in law school, my mom and dad told me, ‘Keep going. Keep studying.’ And I passed. I got a C, but I passed.”
Zamora urged students to be proud of themselves and never to doubt their place in higher education. “You belong here,” he said. “When you get to college, people may say you only got in because you’re Mexican. Don’t let those words stop you. Let your vision and your courage lead you.”
He described how his early dreams—first imagined during fifth-grade recess—included working at the Hidalgo County Courthouse and McAllen City Hall, which he later achieved. “I wasn’t the smartest guy or the best-looking guy,” he said with humor. “But I’m the most tenacious son of a b— you’ll ever come across. Like a rabid dog—I just don’t quit.”
The commissioner also spoke about his passion for public service. “Helping people who are being oppressed, who are being kept down, who are taken advantage of—that’s what drives me,” Zamora said. “And that’s why I’ve never had to work a day in my life. Because when you have passion, you never work.”
Zamora thanked the parents in the audience for investing in their children. “My mom always said, ‘I may not have money, but I’m investing in you.’ Her return wasn’t about dollars—it was hearing from people I helped as a lawyer or public servant.”
Zamora reminded the students to stay focused on their goals as he celebrated 27 years with the Hidalgo County District Attorney’s Office. “You have the eye on the prize—keep going forward. Don’t let anyone stop you.”
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