By TRINA “INDI” JOHNSON
Special to the NEWS
The Texas Conjunto Music Hall of Fame & Museum, located in San Benito’s historic Robertson St. District, is gaining attention far beyond the Rio Grande Valley.
The museum has been featured in the September issue of Texas Highways Magazine as a recommended destination for travelers exploring South Texas.
The museum first shared the news in a post on its official Facebook page, calling the feature “an incredible honor that puts conjunto music and our hometown of San Benito on the map for travelers across Texas.”
Patricia Avila, museum director, said the recognition is both meaningful and practical. “Being featured in Texas Highways Magazine is a tremendous honor for the Texas Conjunto Music Hall of Fame & Museum and for our community of San Benito,” she said. “This recognition not only highlights the importance of conjunto music as part of Texas history, but also shines a light on our city’s cultural richness.
It brings statewide attention that helps us welcome more visitors, support local businesses, and continue preserving the traditions that make San Benito the birthplace of conjunto music.”
Avila believes the feature will bring new faces to town and a broader understanding of the music born here.
“This recognition will attract more visitors to our community, boosting tourism and supporting local businesses, while also raising awareness of conjunto music’s deep roots in South Texas,” she said. “It gives us the opportunity to share our cultural heritage with a wider audience and ensure this tradition continues to be celebrated for generations to come.”
The museum relies on donations to operate, making exposure like this especially valuable. “Being featured like this is a huge help for us,” Avila said. “It brings more visitors through our doors and allows us to continue sharing conjunto music and its rich history with everyone who comes. The donations we receive support our ongoing expenses, fund educational programs, and help us purchase items needed for the museum.”
For those stepping into the museum for the first time, Avila hopes the experience lingers. “We hope first-time visitors leave with a deeper appreciation for conjunto music, and the people who created it,” she said.
“More than just a museum, we want them to feel the pride, history, and joy that this music brings to our community. Most of all, we want them to walk out inspired to share what they’ve learned and to see San Benito as the true birthplace of conjunto,” she went on to add.
As the recognition shines, the museum is also looking forward. A new initiative, the “Born in the 956 Music Series,” debuts this month. The series will showcase local musicians, giving them a platform to perform and connect with the community.
“The ‘Born in the 956 Music Series’ was inspired by the many talented musicians from the Rio Grande Valley who visit our museum that may not perform conjunto music, but enjoy performing for an audience,” Avila said. “We wanted to create a space where they could showcase their music and connect with the community.”
The first performance will feature Joe Montemayor Jr., a Valley native with family ties to San Benito. He will perform country classics, including songs made popular by Charley Crockett, who hails from the Resaca City.
Avila said the long-term goal is to grow the series into something remarkable. “Our goal is to create a venue where both established and emerging artists can share their talent, connect with the community, and gain exposure,” she said. “Someday, we hope this stage becomes the Rio Grande Valley’s own version of Austin City Limits—a place where the region’s rich musical traditions are celebrated, recorded, and shared with audiences near and far.”
Community support, Avila emphasized, makes these projects possible. “Our community is at the heart of everything we do at the museum and the Born in the 956 Music Series,” she said. “Their support, whether attending performances, volunteering, or donating helps us preserve and share the rich musical traditions of the Rio Grande Valley.”
The music series is tied to another milestone—the museum’s 100-Day Campaign leading into its 25th anniversary in February. Beginning Sept. 23, the campaign will include events such as the Conjunto in Backyard Series, Reel at the Museum, Sip & Art Night, and a first-ever Facebook Live telethon.
“We’re thrilled to launch our 100-Day Campaign on September 23 as we count down to our 25th anniversary,” Avila said. “Each month, we’ll host special events, including Conjunto in Backyard Series, Born in the 956 Music Series, Reel at the Museum, Sip & Art Night, and 50/50 raffles to raise funds. For the first time ever, the museum will host a Facebook Live telethon, an exciting event bringing together music, education, and community support.”
The goal is to raise $25,000 in 100 days to fund music classes and purchase instruments, including accordions and bajo sextos. The anniversary celebration itself will honor the vision of museum founder Rey Avila Sr. with live music and community festivities.
Avila said she hopes the legacy continues long after the anniversary passes. “Our goal is that, 25 years from now, the museum remains a vibrant cultural hub where music, history, and community come together,” she said. “We hope to inspire future generations of musicians, provide a platform for local talent, and deepen the community’s connection to its rich cultural heritage.”
The Texas Conjunto Music Hall of Fame & Museum is donation-based and open Thursday through Saturday from 10 a.m. to 4 p.m. Group tours can be scheduled by calling (956) 245-5005.
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