Janie Rhoads Riddle's journey to become a pioneering entrepreneur began with humble roots at Phoenix College, where she not only earned her associate's degree but also discovered her passion for community and leadership.
Janie's parents moved to Arizona during her sophomore year of high school from Des Moines, Iowa. After graduating from Camelback High School in 1968, she enrolled at Phoenix College and joined the Alpha Kappa Tau (AKT) sorority.
As she reflects on her time at PC 50-plus years ago, Janie says she got involved and joined all sorts of clubs and activities on campus, reflecting that it was the best thing she ever did, and now she encourages her children and grandchildren to do the same.
"You need to get involved (in clubs, sports, and activities) to find out what your interests are and where your strengths lie. I'm proud to say I'm a PC Bear!" - Janie Rhoads Riddle
"I can still remember walking down the ramp to the Student Union, the place to be on campus. The fraternities and sororities each had their own table, one right after another. The camaraderie and bonding were so wonderful," Janie recalls.
Janie paid her tuition ($40 a semester) by working part-time at Good Samaritan Hospital. After graduating from Phoenix College with an associate's degree in business, Janie briefly attended a local university while continuing to work at Good Samaritan, where she met and married William "Bill" Riddle, who was an Assistant Radiology Director at the time. And she says, "The rest is history."
Janie worked in public and community relations at Good Samaritan for over ten years. Then Bill took a job at Phoenix General Hospital, with Janie following one year later – becoming the director of public relations.
In the mid-1970s, Bill's mother Rita moved from Arizona to upstate New York, bringing her Arizona-Sonoran recipes to Syracuse and then opening a small restaurant that quickly set award-winning standards with her Mexican food, including being named "Best of Syracuse."
Taking the Leap from Healthcare to Entrepreneur
Rita was looking to bring her recipes and culinary traditions back to Arizona, and in 1983, she and the Riddle family founded the original Valle Luna restaurant on West Bell Road. Janie says it all started with Tia Rita's recipes.
Rita, Bill, Janie, and the whole Riddle family continued to build and grow the business over many years. Valle Luna has become one of the Valley's most successful restaurant brands, beloved by locals and visitors alike, growing from one location to an award-winning chain of four restaurants.
Recipes and a Legacy Passed from One Generation to the Next
Tia Rita passed away in 2008, but the validation of her life's work came when Valle Luna was named on the 2019 "Best of Phoenix" list by Phoenix New Times Magazine. Additionally, Valle Luna earned accolades for several years, including Best Mexican Food, Best Tacos, and Best Happy Hour by the Tribune of the Southeast Valley.
The Riddle's recently opened their fourth location, Valle Luna – Lunatics – Mexican Cantina, in Phoenix, near to Peoria city limits. Valle Luna is still a family affair, with Janie and Bill's daughters, Joey, serving as the Chief Financial Officer/Payroll Manager and Reda as the Benefits Director overseeing employee programs, including a 401K program (in addition to her day job as Deputy Fire Chief City of Phoenix) plus doing all interior design at all restaurant locations. Son, Bill IV, works in the kitchen at the Chandler location. Bill Sr. continues to oversee renovations and new construction, with son-in-laws and grandkids contributing to various part-time roles.
Janie's success in her personal and professional life is clearly attributed to her passion and vision for a better community and workplace, and she considers the more than 300 people working at Valle Luna part of the extended family. Since the 1990s, the Riddles have provided their staff with medical and dental insurance, then added a voluntary retirement plan, an uncommon practice in the restaurant industry.
Celebrating Many Firsts
Over the years, Janie says they have celebrated many firsts as a Valle Luna family. She remembers staff excitedly pulling Grandma Rita out to the parking lot to show off their first car, which was paid for with money earned at the restaurant.
Janie proudly boasts about a server at the Bell Road location recently receiving his sports medicine degree. Many staff work part-time at Valle Luna while attending a local community college; one recently graduated from a radiology/CT imaging program. Janie and Bill began an Education Incentive Program whereby staff continuing their education were offered $100 for each "A" and $50 for each "B" at the end of the semester to encourage good grades and excel in school. Many employees have worked part-time while attaining careers in Medicine, Law, Nursing, Teaching, and more. They are a very proud restaurant family.
The legacy of Tia Rita and the Riddle family form an ever-growing circle of successes and an extended Valle Luna family legacy. Janie and Bill are inspired to help the Valle Luna family have the tools for success.
"My husband will tell you, if you're building something great, you've got to have the right tools to build it. So, we ensure everybody has what they need to do their jobs well, including having a flexible schedule – so staff can work and go to school."
Valle Luna continues to thrive under Janie and Bill's stewardship, with their daughter Reda poised to take the helm as CEO in 2026. As Janie looks toward a well-earned retirement, she plans to indulge her passions for gardering, culinary arts, and family, knowing that the Valle Luna legacy will endure, fueled by a commitment to community and excellence – and the extended Valle Luna family.
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