Oscar and Jessica Vega’s journey is a story of tradition, resilience and family — values that are at the heart of their Rapid City restaurant, Puerto Vallarta. The roots of their success can be traced back to the bravery of Oscar’s grandparents, who opened the first Puerto Vallarta in Puyallup, Washington, after immigrating from Mexico in 1977. Their entrepreneurial spirit laid the foundation for a restaurant group that now spans multiple states.
In 2019, Oscar and Jessica took a leap and opened a Puerto Vallarta of their own in Rapid City. Amid the challenges of the pandemic, they fought to keep their doors open, fueled by their shared determination and passion. Today, their restaurant is thriving, a testament to their unwavering commitment. Oscar, now the third generation to carry the family legacy, reflected on how the toughest years shaped them. “Those challenges taught us resilience and perseverance,” he noted.
Oscar and Jessica first met at the restaurant, both growing up immersed in the restaurant business. Jessica’s father was a key figure in the kitchen, and he still plays a crucial role at their Rapid City location, preserving the recipes passed down through generations.
Puerto Vallarta’s commitment to quality has earned it recognition, including being voted Best of the Black Hills. At Puerto Vallarta, the food is more than just a meal — it’s a link to the past, with each dish carrying a piece of their family’s history. The recipes, passed down through Oscar’s grandparents, are a testament to the authenticity that has always been the backbone of the restaurant. Signature dishes, paired with the largest selection of tequila in the region, have become pillars of their success. Beyond the phenomenal food, the most rewarding part of owning the restaurant for Jessica is the sense of community it fosters. “There’s nothing more fulfilling than bringing people together over a great meal,” she said.Through it all, Oscar and Jessica remain committed to honoring their roots while building something meaningful that will carry their legacy forward for generations to come.
2205 North Lacrosse Street
Rapid City, SD 57701
puertovallartarc.com