WFAA By Brittani Moncrease
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For a community that many labeled “unbankable,” history now walks the neighborhood.
“It’s great to be able to have a bank that shows the impact that can be made when you actually pour love and investments into the right people,” said Lubbock Smith III, Vista Bank South Dallas Market President.
In WFAA’s Banking Below 30 series, we showed that through a process called redlining, banks intentionally underserved Black and brown communities such as South Dallas.
In 2024, Vista Bank became the first bank to open in about 30 years in the community. At the time, Smith was Vice President of Community Development and Outreach.
“Living here, having my roots and my family from South Dallas, I’ve always seen the treasure, and the gem in South Dallas,” said Smith.
He shares that treasure with others through banking. “We believe that it’s important for us to have that transformation of relationships with the community versus transactional relationships,” said Smith.
The bank offers programs and workshops on topics such as financial literacy, sponsorship and investing. They’ve secured almost 10 commercial loans just in South Dallas alone.
“They’ve done everything and anything in order to help us out,” said Roddrick West, RW Studio owner.
West said the relationships and opportunities at Vista Bank helped his company flourish.
“I think just the fact of the matter, who is who is working up here and who is, helping us out within our community,” said West.
One of those leaders who West said made an impact on his business is Smith. In February, Vista Bank announced Smith as the new South Dallas Market President. He is now the first Black president of any Vista Bank branch in its 114-year history.
“It’s remarkable. It’s something that I’m proud of for my family, for friends and loved ones in the community overall,” said Smith. “I want to continue to show others that when you’re given an opportunity, and God blesses you, you have to make the most of it.”
“It’s about damn time. I mean, straight up, he’s put the work in,” said West. “Lubbock’s definitely one of those people who put his feet forward more so in his words.”
It’s that commitment that makes the biggest deposit.
“We’re revolutionizing the future of banking by bridging business, banking and community altogether,” said Smith.