Downtown Deck Plaza to Be Named for Fred Loya Family Following Transformational $20 Million Gift

The historic gift honors the legacy of longtime El Paso businessman and philanthropist Fred Loya Sr. and the Loya family.

El Paso, Texas – Today, the Fred Loya Family announced a transformational $20 million gift to the Downtown Deck Plaza Foundation for the future 6.5-acre park over I-10 in the downtown corridor. The gift marks a major milestone in a once-in-a-generation opportunity to reconnect neighborhoods long divided by I-10, generate nearly $1 billion in economic activity, welcome an estimated 1.5 million visitors annually, and bring lasting environmental and health benefits to the region.

The future park will be named Fred Loya Family Deck Plaza, a tribute to Fred Loya Sr. and a family whose story is woven into the fabric of El Paso. Fred Loya Sr., who passed away earlier this year, moved his family to El Paso in 1974, where, through tireless hard work, perseverance, and the pursuit of the American dream, he and his family opened their first office in Northeast El Paso. The Loya family built Fred Loya Insurance by welcoming hardworking families that larger carriers often overlooked, growing from three employees to more than 3,000 across 13 states and becoming one of the largest Hispanic-owned companies in the nation.

Guided by a “Community First” spirit, the Loya family has given generously to schools, sport programs and the YMCA to support youth development, family programs, and seniors. For years, the family has also opened their home to the El Paso community for the highly anticipated Christmas light show, a tradition many El Pasoans count among their most cherished holiday memories.

“My father believed in the American dream and he believed in progress. It was the foundation for everything he worked so hard for, and he instilled it in me and our entire family,” said Fred Loya Jr., CEO of Fred Loya Insurance.

“Part of that dream has always been giving back to the community where our story began and where our hearts will always be. Through this gift, we have a once-in-a-generation opportunity to create a vibrant new destination that will offer something for everyone to enjoy and completely transform the heart of our city. A moment like this will not come around again in our lifetime, and we cannot let it pass.”

Spanning above I-10 between Santa Fe Street and Kansas Street, the Fred Loya Family Deck Plaza will include a performance stage and pavilion for cultural events, concerts, and festivals, a metrosport field house for activities like volleyball, basketball, and pickleball, a dog park and dog splash park, a children’s playground, walking and biking paths, greenspace, public art and so much more.

The Downtown Deck Plaza Foundation has embarked on a capital campaign and has committed over $35 million for the Deck Plaza’s amenities. “We are so incredibly grateful to the Fred Loya family for making this transformational gift to advance the Deck Plaza. So many families in our community have special memories tied to the traditions the Loya family has helped create,” said Tracy Yellen, President of the Downtown Deck Plaza Foundation and CEO of the Paso del Norte Community Foundation. “This gift will carry those traditions forward by creating a new gathering place for all El Pasoans to enjoy. The Loya family gift will also have an impact beyond the park itself by enhancing quality of life and supporting inclusive economic development, all while celebrating our region’s vibrant culture and heritage.”

As the Texas Department of Transportation (TxDOT) prepares for the reconstruction of I-10 through the Downtown corridor, community leaders are working to ensure the Deck Plaza moves forward with it. “This incredible milestone shows what is possible for our city when we work together,” said Mayor Renard Johnson. “Public-private partnerships like this one are how we build a stronger El Paso. The Fred Loya family’s generosity brings us one step closer to a place every El Pasoan can call their own, and a downtown that reflects the pride we all share in our city.”

Moving forward one milestone and one phase at a time, the Deck Plaza is supported by a broad public-private partnership that includes the City of El Paso, El Paso County, the Texas Department of Transportation, regional and federal agencies, philanthropy, business leaders and community advocates. Together, these partners are working to secure as much federal, state and private funding as possible while minimizing the reliance on local taxpayers. The Downtown Deck Plaza Foundation will serve as the park’s long-term operator, overseeing programming and long-term maintenance.

To date, approximately $74.15 million has been committed for design, construction, and park amenities. That funding includes:

• $10 million from the Texas Legislature, including $584,000 in City TIRZ #5 matching funds, for design of the tunnel

• $25 million from the El Paso Metropolitan Planning Organization for construction

• $3.15 million in Federal Community Project Funding for construction

• $1 million from El Paso County for construction

• $35 million in philanthropic commitments for park amenities

In honor of the Fred Loya Family, Downtown El Paso and the Star on the Mountain will light up green tonight. With the Fred Loya Family’s gift and the support of partners across the region, El Paso is one step closer to bringing this once-in-a-generation project to life. For the latest project updates and opportunities to get involved, visit DowntownDeckPlaza.org.