Jeff Charles Riviera

Milwaukee/Weslaco- Jeff Charles Riviera, a respected entrepreneur and devoted family man, passed away on May 28, 2025, in South Carolina, at the age of 70. Born on October 23, 1954, in Cudahy, Wisconsin, Jeff was raised in the heart of Wisconsin, where the peaceful lake behind his family’s home became the backdrop for his lifelong love of the outdoors. It was there he first discovered his deep appreciation for nature, fishing, and quiet moments under open skies.

Jeff lived a life marked by adventure, ambition, and generosity. His entrepreneurial journey took him across the country—from California and Chicago to Michigan, South Carolina, and ultimately Weslaco, Texas—leaving behind a trail of successful ventures and inspired lives. Among his most notable achievements were Cadillac Ranch, CCR Steakhouse, and Riviera’s Bar, all of which stood as testaments to his bold vision and tireless work ethic.

But Jeff's legacy extends far beyond his own businesses. He was a mentor to many, offering guidance, encouragement, and expertise to those looking to follow in his footsteps. Whether helping someone navigate SBA loans or offering a word of wisdom over coffee, Jeff found joy in empowering others to pursue their dreams.

Jeff was a true patriot at heart, deeply grateful for the freedoms and opportunities his country offered. Passionate about civic engagement, he remained actively involved in local politics, frequently lending his time and talents to support various candidates. Whether designing signs, organizing fundraising barbecues, or assisting with campaign strategy and community outreach, Jeff approached each effort with dedication and heart. Known for his sharp focus and unwavering determination, he faced life’s challenges with quiet strength and resolve.

Outside of his professional pursuits, Jeff was a craftsman at heart. He loved working with his hands, especially through woodworking, where he created one-of-a-kind furniture and home décor. Hunting, fishing, and quiet evenings spent enjoying cigars, wine, and the smooth sounds of Frank Sinatra or Dean Martin brought him peace and joy. He was always eager to support local businesses, reflecting his deep sense of loyalty to his community.

Above all, Jeff was proud to be a father. His sons were his greatest joy and proudest achievement, and he loved them fiercely. His life was rich with meaning—defined by hard work, deep relationships, and the countless lives he touched along the way.

Jeff was preceded in death by his parents, Charles and Maria (Gonzalez) Riviera, and his sister, Susan.

He is survived by his beloved sons, Chase Charles Riviera and Cameron Cyle Riviera; his granddaughter, Kaeli Grace; his brother, Dino; his sister, Gloria; and his best friend, Armando Saldaña.

A Celebration of Life will be held on July 2, 2025, from 4:00 PM to 9:00 PM at McCaleb Funeral Home in Weslaco, Texas. Family and friends are invited to gather, remember, and honor the extraordinary life of a man who gave so much to so many.

Jeff Charles Riviera leaves behind a legacy of strength, generosity, and entrepreneurial spirit. He will be deeply missed by all who had the privilege of knowing and loving him.