Avila named to Folklife board

By JACQI LEYVA-HILL
Special to the NEWS

Patricia Avila, executive director of the Texas Conjunto Music Hall of Fame & Museum in San Benito, has been appointed to the Texas Folklife Board of Directors, an honor she says carries deep personal meaning rooted in family, music, and cultural pride.

“Being appointed to the Texas Folklife Board of Directors is an honor that holds deep personal meaning for me,” Avila said.

She shared that her passion for music and the arts began in childhood through experiences she and her siblings shared with their parents.

One of her favorite memories is attending the Texas Folklife Festival, where she was introduced to the rich cultural diversity of Texas.

She recalled being captivated by zydeco music and folkloric dance, and she still vividly remembers stepping onto a stage, slipping into wooden clogs, and dancing to a traditional song with Texas-Dutch dancers.

Avila said those early experiences nurtured her love of art, poetry, handmade crafts, and music, and helped shape who she is today.

In her new role, she said she is honored to support Texas Folklife’s mission by helping to “showcase, preserve, and educate the public about the rich and diverse cultural arts that make Texas truly unique.”

Avila’s commitment to preserving cultural heritage is also deeply personal.

She is the daughter of Rey Avila Sr., who envisioned a conjunto music museum in San Benito, widely recognized as the “Capital of Conjunto Music.” Avila said her father poured his heart and soul into the organization, and the family plans to celebrate the museum’s legacy in a big way as it marks its 25th anniversary as a nonprofit 501(c)(3) organization.

One highlight of the museum’s continued growth through statewide support is receiving a grant from Humanities Texas, the state affiliate of the National Endowment for the Humanities (NEH). Humanities Texas provides educational programs, grants, and cultural resources that strengthen Texas communities.

Reels at the Museum is one of the educational programs the Humanities Texas grant will fund. The program is a series of documentary film screenings that explore the history of conjunto music. Each event will include panels with experts and live musical performances.

“I hope to represent San Benito and the Rio Grande Valley by honoring our deep-rooted traditions, diverse cultural heritage, and strong sense of community,” Avila said. She added that the Rio Grande Valley has a rich history of music, storytelling and artistic expression that deserves recognition statewide.

Avila emphasized that conjunto music is more than a genre. “Conjunto music is more than a musical genre; it is a living expression of history, identity, and community,” she said, describing it as a cultural melting pot blending Czech, German, Polish, Mexican, and Texas traditions.

For Avila and the museum, 2026 is shaping up to be an exciting year. In addition to her appointment to the Texas Folklife Board and the celebration of the museum’s 25th anniversary, the organization hosted its first-ever accordion and bajo sexto duo competition, Battle by the Rio, on Jan. 17, 2026, at Texas Southmost College.

Upcoming highlights include the Born in the 956 Music Series featuring Zeth Lara and Mario Landin, scheduled for Feb. 7, followed by the Smokin’ Conjunto Bash collaboration on Feb. 13 in Mercedes. Avila confirmed that the Feb. 13 event will be free and open to the public.

Avila also noted that Texas Folklife will host the semi-finals for the Big Squeeze contest in Edinburg, on Saturday, March 28. The event is free and open to the public.

The museum is located at 402 W. Robertson St., San Benito, and open Thursday-Saturday, 10 a.m. to 4 p.m.

The 2026 membership drive is now open, and an annual $10 fee supports educational programs, museum supplies, and operational needs. For more information, call (956) 245-5005 or follow the museum on social media.