We’re excited to introduce you to the always interesting and insightful Patricia Avila. We hope you’ll enjoy our conversation with Patricia below.

Patricia , thanks for taking the time to share your stories with us today Can you talk to us about a risk you’ve taken – walk us through the story?

Since 2022, I’ve proudly served as the Executive Director of the Texas Conjunto Music Hall of Fame & Museum, a role I stepped into after the passing of my father, Reynaldo “Rey” Avila Sr., the museum’s founder. His vision was to preserve and celebrate the legacy of conjunto music—a genre born in our hometown of San Benito, Texas, in 1934. Often called the folk music of South Texas, conjunto is a distinctly American tradition deeply rooted in our cultural identity.

For more than 35 years, my father collected artifacts, memorabilia, and oral histories from conjunto musicians and the many individuals who shaped the genre. After his passing, our family was faced with a difficult decision: to close the museum or carry his legacy forward. I made the life-changing choice to retire after 26 years as an educator and devote myself full-time to the museum. It was a major shift and an emotional challenge to step into the role and “fill my father’s shoes,” but it has also been incredibly rewarding. I’m reminded every day that this work matters—not just for our family, but for our community and our culture.

We remain dedicated to preserving and sharing these stories with visitors from all walks of life. Our mission is to continue growing, building on the foundation my father laid, and one day becoming a museum that is nationally recognized—truly worthy of the Smithsonian.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Patricia Avila, and I am the Executive Director of the Texas Conjunto Music Hall of Fame & Museum in San Benito, Texas. My journey into this role was deeply personal. I spent 26 years as a public school educator, passionate about nurturing young minds and fostering a love for learning. But in 2022, after the passing of my father, Reynaldo “Rey” Avila Sr.—the founder of the museum—I made the decision to retire from education and step into this new chapter to honor his legacy and preserve the cultural history he devoted his life to.

Our museum is dedicated to conjunto music, a regional genre born in our hometown in 1934. It’s more than music—it’s our story, our roots, and our identity. For over 35 years, my father collected rare artifacts, instruments, photographs, memorabilia, and oral histories from conjunto musicians and supporters of the movement. Today, we provide not only a space to showcase those pieces but also educational programming, guided tours, live performances, and community events that keep this vibrant tradition alive.

What sets us apart is that we are a grassroots, family-led museum driven by heart and heritage. We operate on donations, community partnerships, and the support of volunteers who believe in our mission. We’re not just preserving history—we’re actively passing it down to the next generation. Whether it’s through school workshops, pop-up exhibits, or storytelling events, we aim to make conjunto music accessible and relevant to all.

What I’m most proud of is that we didn’t let the dream fade after my father’s passing. Instead, we breathed new life into it. Our team—made up of family members, musicians, educators, and passionate volunteers—works tirelessly to expand our reach and ensure our culture is seen and heard. We’ve even set our sights on becoming a museum that is nationally recognized and truly worthy of Smithsonian-level status.

If there’s one thing I want people to know about our work, it’s this: We are keepers of stories, protectors of a cultural legacy, and champions of a music genre that continues to unite generations. When you support us, visit us, or share our story, you become part of that legacy too.

Any insights you can share with us about how you built up your social media presence?

Building our audience on social media has been a gradual and intentional process rooted in authenticity, storytelling, and community engagement. When I stepped into the role of Executive Director at the Texas Conjunto Music Hall of Fame & Museum, one of my goals was to reach younger generations and broader audiences beyond our local community. Social media became an essential tool for that.

We started by sharing personal stories—photos of past inductees, behind-the-scenes moments at the museum, short videos of live music, and memories from community members. I realized early on that people connect with people, not just organizations. So I made it a point to show the faces behind the work: the volunteers, the musicians, our visitors, and even family moments that highlighted the museum’s roots. That helped build trust and emotional connection.

We also made sure to respond to every message, comment, and tag. Engagement became more important than just numbers. We collaborated with local organizations and tagged partners, cross-promoted events, and used hashtags strategically—especially ones tied to cultural heritage, Tejano/conjunto music, and South Texas pride.

My advice for anyone starting out:

Be consistent and authentic. Don’t wait for perfection—start with what you have and speak from the heart. Tell your story. People don’t just want information—they want to know why you do what you do.
Use visuals. Photos and videos of real moments will always perform better than overly polished content. Engage. Social media is a conversation, not a billboard. Reply, ask questions, and show appreciation. Celebrate your supporters. Share user-generated content, thank followers, and give them a reason to keep coming back. Today, our social media isn’t just about promoting events—it’s become a digital extension of our museum. It allows us to preserve and share conjunto culture with the world, one post at a time.

Do you have any insights you can share related to maintaining high team morale?

My advice for managing a team and maintaining high morale is to lead with empathy, communicate clearly, and recognize everyone’s contributions—no matter how big or small. People want to feel valued and heard, so it’s important to create an environment where team members can share ideas and know their input matters. I also believe in leading by example—showing dedication, staying positive, and being willing to roll up my sleeves alongside the team. Celebrating small wins, offering encouragement, and fostering a sense of purpose can go a long way in keeping morale high. When people feel they are part of something meaningful and supported by strong leadership, they stay motivated and committed to the mission.

Contact Info:

• Website: texasconjuntomusicmuseum. com
• Instagram: sb_tx_conjunto_hof_museum
• Facebook: Texas Conjunto Hall of aFame & Museum
• Linkedin: http://www.linkedin.com/in/patricia-avila
• Twitter: @SBTXConjuntoHOFMuseum
• Youtube: @Conjunto Hall of Fame Radio
• Other: https://Conjuntoradio.org

Image Credits

Obed Longoria