Texas Border Business
By Roberto Hugo González
In McAllen, Texas, a story of resilience, desire, and deep community ties is quietly told through the life and work of Sony Rego, a name synonymous with success and dedication. Her journey, marked by humble beginnings and extraordinary achievements, resonates with those in the business and anyone who believes in hard work and determination.
“I was born in a tiny community in Jalisco, Mexico, and I am 54,” begins Sony, with a humble acknowledgment of her roots. Her early years were shaped by the tireless efforts of her parents, who moved the family to Mexico City when she was just a year old. “My father and mother worked very hard to support us,” she recalls, painting a picture of a household where perseverance was a daily practice, not just a virtue.
Sony’s father, a dedicated forklift operator, exemplified discipline and commitment, working for 35 years without missing a day. His influence on Sony was profound. “I’d always see my mother and father work very hard for us,” she says, attributing her work ethic to the example set by her parents.
the McAllen Chamber of Commerce. Photo by Roberto Hugo González
At the age of 14, Sony’s life took a significant turn. Financial hardships meant she missed the opportunity to attend high school, a setback that led her into the workforce earlier than expected. “So, I had to start working at 14,” she explains, sharing the story of her first job as a server in a small coffee shop in Mexico City. She got her first taste of the restaurant business, although briefly, as her father soon intervened, insisting she return to school.
But the seed had been planted. Sony’s early experiences in the working world, particularly in the vibrant and entrepreneurial environment of a bazaar in Mexico City, ignited a spark within her. “I saw many entrepreneurial people with very little money, making things happen, which bugged me. I could make my own business if I had a little bit of money,” she reflects, a thought that would eventually drive her to pursue her ventures.
During this time, Sony transformed personally and professionally. Her real name, Asunción, was a challenge for her first boss, an American engineer. “He couldn’t pronounce my name,” she recalls, leading to a casual yet significant moment when she mentioned her childhood nickname, “Chonita,” which she detested. From that day forward, she became known as “Sony,” a name that would eventually become well known in the McAllen community.
Despite the challenges, Sony’s determination to better herself through education never decreased. “I was still in school,” she says, and by the age of 18, she had achieved a remarkable milestone by becoming the first female corporate buyer for company with stores in Mexico City. This accomplishment, alongside her academic success, brought immense pride to her parents. “My parents were very, very proud of me because, at the age of 18-19, I was able to graduate from a business administration school,” she shares, her voice tinged with the gratitude of a daughter who had made her family proud.
Sony’s educational journey did not stop there. With a master’s degree in international business under her belt, she quickly made her mark in the professional world, joining the rapidly expanding retail company of Radio Shack. “I was in charge of making all the operations manuals for all the stores in Mexico City,” she explains, highlighting the scale of responsibility she took on at a young age.
During this time, fate introduced her to Albert, a colleague who initially did not make a favorable impression. “He knew everything about everything and always had the correct answer; I did not like him,” Sony admits with a laugh. But as life would have it, this initial discontent turned into a lifelong partnership in marriage and business.
Sony’s relationship with Albert became the cornerstone of her personal and professional life. “Thank you, Albert, for always supporting me, allowing me to be me, and supporting every single crazy project,” she says, her voice filled with affection and respect for the man who stood by her through thick and thin. Their partnership was characterized by mutual respect and a shared ambition, ultimately leading them to McAllen, Texas.
The decision to move to McAllen was crucial. “Our drive brought us here to McAllen in 2000; I was 29 years old, when Albert got an offer to work for a company,” Sony recalls. This move marked the beginning of a new chapter, where Sony transitioned from the corporate world into the challenging yet rewarding life of entrepreneurship.
Their arrival in McAllen was soon followed by an unexpected encounter with a business opportunity that would change their lives. “Albert took me to lunch at the Republic of the Rio Grande,” Sony remembers vividly. It was love at first sight for her, not with a person, but with a place. “When I entered that place, I fell in love with the Republic of the Rio Grande,” she says of a passion that would soon translate into ownership.
The Republic of the Rio Grande, a restaurant that captured Sony’s imagination, was for sale, and despite knowing little about the restaurant business, Sony and Albert decided to take a leap of faith. “Please give us an opportunity,” Sony had pleaded, and against all odds, they secured the business. It was the beginning of what would become a successful, challenging venture into the world of hospitality.
“I said, ‘What are you thinking?’ Having a restaurant or a business like this would be a dream come true. I have yet to learn what a restaurant business is and how to do it, but I love this place. There’s something about it.” Despite her lack of experience in the restaurant industry, this initial passion ignited what would become a thriving business.
The decision to buy the Republic of the Rio Grande had its challenges. Sony and Albert, fueled by their shared ambition and belief in the restaurant’s potential, faced an uphill battle to secure the necessary funding. “We realized it was for sale, and Albert helped me get it,” Sony says, crediting her husband’s support. However, the road to ownership was anything but smooth. “After knocking on every door at the banks, every single one, trying to get a loan to buy this Republic of the Rio Grande restaurant that I fell in love with, everybody said no.”
Many would have given up but despite repeated rejections, Sony and Albert were determined. Their perseverance paid off when they met Fred Harms, a partner who believed in their vision when no one else did. “We are very thankful to our partner, Fred Harms; he believed in us 25 years ago. I am so grateful to him. He was a precious opportunity,” Sony shares, her gratitude evident. Fred’s faith in them was the turning point, and with his help, they could secure the restaurant. “Fred took a chance with us, even he was fighting so much for this opportunity. And Fred said, okay, okay, okay, we’re going to do it. He took whatever we had in our savings that day. He said, ‘there’s something about you guys; I will do it.’”
Owning a restaurant was a dream come true, but it also meant entering an industry where Sony needed more experience. This lack of familiarity, however, did not deter her. “From there, I had yet to learn about the restaurant business,” Sony admits. What followed was an intense period of learning, where Sony threw herself into every aspect of the business to ensure its success. “I started looking for and finding every single training material. The restaurant business is not a luxury business. We have to work freaking hard. I’m telling you hard.”
This hard work saw Sony in various roles within the restaurant, from cooking in the kitchen to washing dishes, handling human resources, and managing advertising. “I had to work in the line. I had to work in the kitchen; I had to cook; I had to be a dishwasher. I had to do so many things in this restaurant. I had to be in the human resources, and advertising department, and like every other business, everybody has to suffer from this,” she explains. Despite the grueling work, Sony’s passion for the restaurant and determination to succeed kept her going. “But I love it. I love it. It was a daily challenge, and after 25 years, we’ve been successful, and I am eternally grateful for this opportunity.”
Success did not come solely from Sony and Albert’s hard work; it was also deeply rooted in the support of the McAllen community. Sony quickly expresses her gratitude for the trust and loyalty of those who have been with them through the years. “Most importantly, I am thankful for all of you here tonight. And for the people in McAllen in the Rio Grande Valley who have supported the Santa Fe Steak House Republic of the Rio Grande, the University Drive House,” she says, acknowledging the community’s role in their journey.
Reflecting on her path, Sony marvels at how far she has come. “Not in my wildest dreams would I have imagined my journey starting a flea market, selling jeans, and then having my first company making burgers for restaurants and enabling me in the position that I have now.” This journey, from humble beginnings to becoming a successful restaurateur, is one that Sony credits to the firm support of those around her. “And that position allows me to give back to the community. It landed me here at this moment, and without you and all the people’s support, I wouldn’t be able to participate in any of the noble causes that I hold near and dear to my heart.”
Sony’s success has enabled her to contribute to numerous charitable causes, a fact she holds with great pride and responsibility. “When I look at people who have had a very positive influence on my life, I see that we all enjoy life in the Rio Grande Valley, and I want you to know that because of you, my life has been enriched by your solidarity and goodwill,” she says, emphasizing the profound impact the community has had on her life.
For Sony, the relationships she has built over the years are among her most cherished achievements. “We cannot give back to the community with a new patronage. I’m here, and I feel more special because of all the friendships and relationships I’ve built over the years with so many of you; your trust and loyalty are a blessing to me,” she says, stressing the importance of these connections in both her personal and professional life.
Sony’s journey, characterized by resilience, determination, and a deep sense of community, is valuable, as is the power of perseverance and the impact of a supportive network. Her story is far from over, and as she continues to build on her legacy, the lessons learned from her experiences at the Republic of the Rio Grande will undoubtedly continue to shape her future endeavors.
Sony Rego’s story is not just about building a successful business; it’s about using that success as a platform to give back to the community that has supported her through the years. In this final part of her journey, we explore Sony’s deep commitment to philanthropy, the legacy she continues to build, and how she balances her personal life with her professional responsibilities.
For Sony, success has always been intertwined with a sense of responsibility to give back. “I feel blessed when I receive recognition, like through the Santa Fe Steak House Wine Classic, which has allowed us to provide more than 300 scholarships to our high school students in The International Baccalaureate (IB) program,” Sony shares, highlighting one of her proudest achievements. These scholarships are not just numbers; they represent opportunities for young minds in the Rio Grande Valley to pursue their dreams and reach their potential.
The Santa Fe Steak House, The Republic of the Rio Grande, and the University Draft House have become more than just places of business—they are hubs for community support. “Through Santa Fe Steak House, The Republic of the Rio Grande, and the University Draft House, we share the commitment of doing our part to help others in our community,” Sony says, emphasizing her dedication to making a tangible difference in others’ lives.
Her philanthropic efforts extend across a wide range of causes. “I am grateful that they continue supporting and participating in projects like Empty Bowls for the Food Bank, The Spring Wine and Food Festival for the Boys and Girls Club, the BREW-SEUM for IMAS, and MXLAN for the City of McAllen. If there is anything that we can support, we’ll be there,” she affirms. Sony’s involvement in these initiatives is not just about financial contributions; it’s about being present, engaged, and leading by example.
While Sony’s vision and leadership have been crucial to her success, she is the first to acknowledge that she has not done it alone. “I accomplished these with the help and support of my family and my team,” she emphasizes. Her team, which she considers an extended family, has played a significant role in the growth and sustainability of her businesses. “They have been vital and a fundamental part of my business. Thank you,” she adds, recognizing the collective effort that has brought them this far.
Her words to her son, Rafael, reflect a mother’s love and the hope that her son will carry forward the values she holds dear—hard work, integrity, and a commitment to improving the world. Sony’s family, including her husband Albert and their extended family, has been her anchor, providing the support and encouragement she needs to pursue her goals.
Sony’s family and heritage have deeply influenced her journey. She often reflects on the lessons learned from her parents, who instilled in her the importance of hard work and education. “I wish my parents were here. They would be so proud of me. I was the first woman in our family to attend college.”
Sony’s pride in her heritage is evident as she recalls the values her parents imparted. “My dad always said to put on a table and give us something to eat. We didn’t have any luxuries. But when you don’t grow up with luxuries, you don’t need anything else; you’re good. You don’t need it, if you don’t know what you’re missing. You don’t need it,” she says, reflecting on the simple yet profound wisdom that has guided her life.
These values have been a guiding force as Sony and her family navigated the challenges of running their business. “It wasn’t easy, guys. We had the first three years; we suffered a lot. But I had a blessing at that moment, and I want to recognize that I have my brothers and sisters with me,” she recalls, acknowledging the hard times and the family members who stood by her. Sony’s brother, Pablo played a vital role in the kitchen; he holds a special place in her heart. “He cooked the best steaks and best salsas. We’ve still had some customers who have requested his salsas. My brother passed away approximately six years ago,” she shares, an emotional reminder of the personal losses she has endured.
Sony’s commitment to philanthropy extends beyond her businesses. She has actively supported nonprofit organizations that benefit the Rio Grande Valley. “I want to thank all of you. We are here to help all the nonprofit organizations raise funds for all the worthy causes in the Rio Grande Valley, whether it’s Easter Seals, Capable Kids, Collage Gala at IMAS, or the Boys and Girls Club,” Sony says, expressing her deep appreciation for those who have joined her in these efforts.
Her vision for the future is one of continued service and community building. “We’ll continue to help and improve the lives of the people in our community and the Rio Grande Valley,” she promises, reaffirming her commitment to the causes that matter most to her.
Sony Rego’s inspiring journey is a story of triumph over adversity, dreams realized through hard work, and a commitment to giving back to the community that has supported her. From her early days in Mexico to her success in McAllen, Sony has remained true to her values, family, and community. Her legacy is one of inspiration, and her story will continue to inspire others for generations to come.
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