Louis “Louie” R, Jacques

On August 18th, 1948, the world was given the original Coca-Cola Cowboy with his Eastwood smile and Robert Redford hair. His name was Louis Robert Jacques spelled with an “S” and sometimes with a “Z” but simply called Louie. Born in Gallina New Mexico, he grew up on the Jacques Family Ranch with his mom Eugenia and his father Lonnie, along with his younger siblings Trinny, Gene, and Liz. After graduating from Coronado High School where he was the valedictorian, he attended New Mexico Highlands University where he earned his degree in Electronics, produced rodeos, and drove his phantom green 1968 corvette all over campus. It was there that he met the women who would become his wife of 52 years, Barbara Chavez. He also taught head start and worked as an electrician for UNM before him and Barbara moved to Gallup in 1976. Louie worked as an Electrical Foreman at the Kerr McGee Mine. After leaving Gallup they settled in Albuquerque where he continued the family business, Lonnie Jacquez and Sons.

Soon after, Louie opened Bar J Trucking where he hauled steel flatbed, sand & gravel, cattle and continued a 30-year contract hauling Gypsum. In the late 90s he and his business partner Ted Martinez began Bar J Sand & Gravel where they served the construction industry for over 25 years. During that time Louie exercised his philanthropic heart with over a million dollars in donations and sponsorships given to FFA and other ranching and agricultural organizations, supported rodeo queen competitions and donated all of the rebuild for the arenas on the state fairgrounds to encourage the continuation of the ranching, farming and agricultural way of life.

Not only did he build his business during this time, but he also built his family in faith and hard work. First was daddy’s girl Shannon, then came Robert Louis II – Rowdy Rob, and finally Brandon, known only over the airwaves Cornflakes. Over the years Louie’s little family began to grow when Shannon married John and brought Dominic & Matt, Robbie met Kelly and had Anthony, Kody, Kasey, and Brandon gave Louie his only granddaughter Sophia and her little brother Vicente.

A true cowboy at heart, Louie was a natural at riding broncs, he was always a hand at bailing hay, branding calves in the spring, and harvesting elk and hunting in the fall. He loved his country music, classic and only classic country for this cowboy, but a proud New Mexican who loved rancheras. He drove only Ford’s and Peterbilt’s and you would never see him without a pressed shirt, starched jeans and his black cowboy hat. He loved dropping peanuts in his Diet Dr. Pepper, Lays and Fritos were his chips of choice, and he had a slightly sweet tooth. BUT his favorite all-time snack was extra buttery movie theater popcorn.

Louie did not know the word extended family. All his family was immediate to him. He was not only the CEO of his company, but the CEO of his family. When it came to his nieces and nephews, Wally, Missy, Danielle, Loni, Enriquez, Michelle, Heather, Kimberlee, Justine, Adrianne, James, Jordan and honorary niece Francine, to them, he was the CAO – Chief Affections Officer, a Man of few words but his actions spoke volumes. He was the guiding light for the darkest paths. It has an honor for Uncle Louie to be proud of you and the glimmer of his green eyes and his half-cracked smirk, would let you know how proud he was.

To be a friend with Louie was a life sentence. Just ask his college roommates and buddies, Bobby, Burt and Paul. Along the way he cultivated many lifelong friendships with Cruz, Leroy, Feddie and so many more. And over the past few years, Louie had struck an unlikely friendship with his doctor Andrea Maloney who checked on him daily and was by his bedside in his last days. He had a special relationship with Brandon and Jesse Staton who connected with him through their deep love of the cowboy way of life.

Louie has dozens of aunts and uncles and too many cousins to count. But whether they were riding horseback, rounding cattle or hauling steel, telling ghost stories of bears and laughing all night or visiting Juarez to find a ”Vato for selling some Papa’s” they all agree that there is no one else but their primo that they could lean on for absolutely anything, and to make them laugh.

Louie passed peacefully on Easter Sunday April 20th, 2025, and went home to visit his Father Lonnie, his in-laws Benny and Ophelia Chavez and his favorite sister-in-law Lisa and his many other friends and family that have passed before him. He was surrounded by his children, his brother Gene and his wife Barbara, who never left his side and held his hand as “The Cowboy Rides Away” played for him in his last moments.

In lieu of flowers, please wear your jeans and boots.

The family invites you to celebrate the life and legacy of Louie in a two-day celebration including a traditional Rosary being said by the “Hermanos” and storytelling from his friends and family on Sunday May 4th at 5:30pm and the Funeral Service at 10:30am on Monday May 5th. Both held at St Charles Borromeo Catholic Church in Albuquerque. Following the Service there will be a beautiful graveside celebration at Gate of Heaven Cemetery and an afternoon reception at Hollow Spirits Distillery; in Louie style, with plenty of food, drinks and music.

From the Jacques Family, thank you to all the friends and family who have supported during this time and continue to share stories of Louie and the legacy he has left us …..