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RIO GRANDE VALLEY – On August 30, 2025, all eyes were on the Vaqueros as they ran through the Robert & Laurie Lozano Family Tunnel for the first time. The vibrant, orange sign facing both the players and the fans shows a name, but it also represents a legacy, one built on an unwavering dedication to food, family, and the people of the Rio Grande Valley.
The Lozanos, through a phrase they coined as “arrogance or ignorance,” moved to the Rio Grande Valley in 1987 after purchasing their first store: a single, underperforming Dairy Queen in Pharr. Just as they had with everything in life, the Lozanos took pride in the store, surprising the community with great food, an open heart, and most importantly, great people.
“We closed [the store] and put up a big sign that said, ‘under new management,'” Robert said. “Then, we hit the streets, speaking with the community and businesses in the area.”
On March 5, 1987, the Dairy Queen held its grand opening which started off as a major success as local bands came and played, lines of people stretched every inch of the store, and featured a nice ribbon cutting.
“Then, we opened to the public that afternoon around 5:00 p.m.,” Robert said. “Then somewhere around 7:00, there was a dark smoke coming from the sales area and a horrific noise being made from the ice cream machine. Issues like this still pop up to this day. That’s why we say this business isn’t for everyone. Fortunately, we love it.”
That love, fire, and passion fueled the Lozanos’ expansion in the restaurant business. Their original company, Lynn Lee Inc., a combination of the middle names of Robert Lee and Laurie Lynn, owned and operated over 35 restaurants across Texas.
Robert and Laurie’s love for the business comes from lots of sections, but the couple lit up when talking about their team, their family, and the people they serve.
“We still have some team members that started with us in 1987,” Robert said. “We’ve had some move on to do bigger and better things, but we hope that through their time with us that they’ve learned and taken some things that they were able to pass on to someone else. Like it was passed down to us. We call it ‘life currency.'”
The nature of the restaurant business catches employees that are younger and finding their path. So, the Lozanos wanted to be sure that on top of their monetary earnings, their employees received training that would help them in whatever career they pursue.
“The majority of our team is very young, sometimes working their very first job,” Robert said. “We quickly came to the realization that this business can’t pay enough, but that it’s also not intended to pay enough. We ensured that the things they were learning here at the Dairy Queen were things that were going to serve them in life.”
The Lozanos personal and professional experience with the young, dedicated, and hard-working community inspired them to begin giving back, through “life currency” and through philanthropical ventures aimed at supporting the children of the Valley.
“We wanted to make a bigger impact, and it started with children,” Laurie said. “We picked children and under children we looked at hospitals and education.”
The Lozanos were excited to share their thoughts on the Valley and how they’ve seen the university grow over the past 10 years.
“We’re celebrating ten years of the newest, and in my opinion, greatest university in the country, right here,” Robert said. “Look at what it’s doing now, with a medical school, research, and growing programs. We’re just trying to do our little part.”
Their support was evident, both spiritually and financially. When UTRGV unveiled the new Vaquero Village in 2019, as part of overall renovations for the UTRGV Fieldhouse, the Lozanos’ company, F&P Brands, immediately jumped aboard, purchasing the naming rights to officially be named Schlotzsky’s Vaquero Village.
Meanwhile, at UTRGV Baseball Stadium, F&P Brands purchased signage for their Dairy Queen franchises along the outfield wall. The company also participates in fan experience by providing vouchers for fans across multiple sports and venues.
“As we started to reimagine UTRGV Athletics almost seven years ago, Robert, Laurie, Bob and Lensda were some of the first to lean into our shared vision and say ‘yes’,” UTRGV Senior Vice President/Director of Athletics Chasse Conque said. “The Lozano family’s legacy is evident throughout the Rio Grande Valley. Their passion for community, young people, and education continues to make a lasting impact on our region and UTRGV. We are blessed by their generosity and grateful for their friendship and support of the Vaqueros.”
Then, when UTRGV announced the addition of football, the Lozanos interest was piqued, as a culmination of all the values that they aspired for the Valley, meeting in one central location.
“When you go to the games and see the families and the small kids, you can’t think of a better place for them to come together, to be a family, and to watch a football game,” Lozano said. “The fact that the university is offering this experience, it’s very wholesome.”
This vision inspired the Lozanos to ensure the establishment of UTRGV Football as a unifying force for this community. Now, when the Vaqueros take the field and they are first greeted by some of their biggest supporters at the Robert & Laurie Lozano Family Tunnel.
“We’re proud to help support the opportunities for young players to stay in this community,” Robert said. “The opportunity for these athletes to come from other areas and live in a great community. One where they feel comfortable and safe.”
While symbolizing the support of the Rio Grande Valley, the sign also signals hope to the community. Beneath all that the Lozano family has built are two kids that grew up in Premont, Texas, searching for their path in this world.
“When [the fans] see the sign, I want them to feel hope,” Laurie said. “Hope to know that two kids from Premont, Texas that grew up sleeping on the floor have a sign at a college football stadium. I can’t even express how much pride we have; not because we did it, but because the community has done it. To me, the sign represents community, hope, and hard work.”
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