Roque Vela

Roque Vela was born on May 11, 1944, and raised in Colonia Guadalupe at Bruni Courts in Laredo, Texas. He was the third of eight children and grew up learning the importance of strong family values. From a young age, Roque understood responsibility and hard work. At just 12 years old, he took on jobs to help his parents provide for his younger siblings.

At age 17, Roque enlisted in the United States Army. He learned discipline, sacrifice, and the importance of supporting his family, sending most of his wages home while keeping only what he needed for himself. On December 31, 1964, he married his lifelong partner, Cookie Quintero.

During his military service, Roque was stationed at Fort Hood, Fort Sam Houston, Germany, and the Republic of Vietnam. He served as a Squad Leader and Platoon Sergeant with Company B, 3rd Battalion, 60th Infantry, 9th Infantry Division. In July 1967, he was wounded in action and was awarded the Army Commendation Medal with “V” Device for Valor and the Purple Heart. In 1968, he was honorably discharged from the U.S. Army.

After returning home, Roque began working for the United States Postal Service in Laredo, Webb County, Texas. In 1969, he and Cookie welcomed their first child, Yvonne Michelle Vela.

In 1972, Roque joined Jett Bowling Lanes, Inc., the corporation that owned Pla-Mor Sports Center on San Bernardo Avenue and Jett Bowl on San Jose Street in Laredo. His entrepreneurial spirit soon led him to open Tasty Burger on Park Avenue in 1975 and ROGAB Arcade, his first arcade business, in downtown Laredo. In 1977, their son, Roque Vela Jr., was born.

In 1979, Roque bought out his partners and became the sole owner of Jett Bowling Lanes, Inc. His vision continued to grow, and in 1985, after the sale of Pla-Mor on San Bernardo Avenue, he began pursuing his dream of building Jett Bowl North. With the support of his family, an inheritance from his aunt, Ms. Elvira Vela Montalvo, and the trust of a local bank and loan officer who believed in his vision, Jett Bowl North became a reality.

In May 1987, Jett Bowl North opened with 24 state-of-the-art bowling lanes, a restaurant, a lounge, a pro shop, an arcade, and a beauty shop. In 1997, Jett Bowl on San Jose Street was sold (now L.I.S.D. Lara Academy), and in 2000, Jett Bowl North expanded from 24 to 40 lanes, adding a larger restaurant, lounge, and three private party rooms. In 2002, Roque opened a 16-lane bowling center in Del Rio, Texas.

Continuing his entrepreneurial journey, Roque purchased the Laredo Lobos Arena Football Team in 2006, which played at the Laredo Entertainment Center (now Sames Auto Arena).

Roque and Cookie’s daughter, Yvonne Vela Leal, is married to Humberto Leal, and they have two daughters, Alexandra Karina and Isabella Sofia. Yvonne attended J.W. Nixon High School and Texas A&M International University, earned a master’s degree in education, and served as a counselor with the Laredo Independent School District. Yvonne retired in 2025.

Their son, Roque Vela Jr., attended J.W. Nixon High School and Hardin-Simmons University and is the owner of Del Rio Bowling. He has two children, Tristian Roque and Kathryn Azalee, and in 2012 was elected Laredo City Councilman for District 5.

After decades of business success, Roque felt a strong calling to give back to his community. He served 12 years as a board member of the Laredo Independent School District and four years as Webb County Commissioner for Precinct Two. In the 1980s, he also served as president of the Cigarroa Senior Baseball League, where the team advanced to the state level.

Roque’s contributions to business and community have been widely recognized. In 2013, he was inducted as a Laureate into the Junior Achievement Laredo Business Hall of Fame. In 2017, he was named the SBA Minority-Owned Business of the Year for the San Antonio District, covering 54 counties. In 2018, he was recognized as a Texas Workforce Solutions Employer of Excellence. That same year, Roque and his family opened Pla-Mor Entertainment on the Bob Bullock Loop.

Mr. Vela has served as Chairman of the City of Laredo Veterans Affairs Committee since June 23, 2021.

On December 31st, 2025, Roque and Cookie celebrated their 61st wedding anniversary, a testament to their enduring partnership and family values.

Roque divided his time between Jett Bowl North, Pla-Mor Entertainment, and Santa Elvira Ranch, where he breeds trophy white-tailed deer. He enjoyed being a grandfather and cherished his time with his four grandchildren. His life story stands as a powerful example of perseverance, entrepreneurship, service, and the realization of the American Dream.

Roque was preceded in death by his parents, Santiago Vela and Benita Garza; his siblings, Santiago Vela Jr., Yolanda Vela Liendo, Ruben Vela, Raquel Vela Martinez, and Celestina Vela Macias.

The family will be receiving condolences on Thursday evening, July 30, 2026 from 5 p.m. to 9 p.m. at Joe Jackson North Funeral Chapels, 1410 Jacaman Rd., where a Rosary will commence at 7 p.m.

An inurnment will be held at a later date.

In lieu of flowers, donations can be made to the Laredo Kidney Association and the Laredo Heart Association.

You may express your condolences, share your favorite memories, and sign the guestbook online at:

www.joejacksonfuneralchapels.com.

Arrangements have been entrusted to the care and direction of the funeral service professionals at Joe Jackson North Funeral Chapels & Cremation Service, 1410 Jacaman Rd., Laredo, Texas 78040; (956)722-8850.