This Renaissance man founded a successful advertising agency in Dallas in 1995 following his illustrious career in newspapers and magazines in California, Colorado and Texas. He’s a rare three-time Katie Award winner (Dallas Press Club) for his work in journalism in Texas, where for half a century he was a pillar in the industry. Later, his clients included companies such as Southland Financial Corporation, Lone Star Steel, U. S. Steel, ExxonMobil, Halliburton and the Las Colinas family founders and developers of the master planned community between Dallas and Fort Worth. Pendleton’s firm produced the documentary, “The Mustangs of Las Colinas,” which was filmed on location in Spain and England with the artist Robert Glen and business tycoon Ben Carpenter.
Pendleton was born in Tulsa on January 23,1945. His family relocated to Southern California, where he grew up and was educated. He became a reporter and columnist in California until relocating to the Colorado Springs newspaper. Shortly after the Times Mirror Corp acquired the Dallas Times Herald, Roger was one of the young talents brought in during the early 1970s to bolster the brewing newspaper war in the now rare two-newspaper city of Dallas. Most knowledgeable critics admit that the Times Herald indeed won the “war” hand over fist. Pendleton served as a news editor determining what went on page one every day. He became editor of Dallas Magazine and Texas Woman Magazine. Pendleton was that rare journalistic talent with business acumen combined with an ability to direct and motivate creative talents like photographers and graphic designers in the industry.
He was a member of Trinity United Methodist Church and recently completed reading the entire Old Testament of the Bible with his church. Pendleton was a voracious reader with a library of thousands of books. He also journaled throughout his life. He also enjoyed writing poetry.
An avid soccer player and coach, Pendleton served as a media liaison volunteer at the 1994 World Cup in Dallas. He coached some elementary school soccer players who went on to represent the United States team; he lent his knowledge to sports pieces regaling the exciting season when his son was on varsity for the Jesuit College Prep team the year they won the state championship.
Pendleton is survived by his wife of 47 years, Yvonne. They have two married children and five grandchildren. He also has a son and daughter, three grandchildren and four great grandchildren. The entire Pendleton party of 23 (now 24) always enjoyed vacationing together at the beach or anywhere they could gather. His sister Mary Deines, as well as his late brother’s wife, Stephanie Pendleton and their children, all of California, also survive Pendleton. He is also survived by Olivia Saliba and Dr. Michael Saliba. Family was indeed the center of this man’s life. He adored and was adored by old and young alike. He had written a children’s book whose characters were based on and nicknamed for his grandchildren, with a theme of teaching them to value language and storytelling. He and Yvonne wrote the story of their lives for their family. Those close to him were always inspired by his positive spirit, energy and zeal for life. After surviving a serious bout with cancer in 2004, he kept a rigorous schedule until 2021 and 2022 when the after effects of chemotherapy and radiation reared its ugly head and Pendleton was hospitalized.
In lieu of flowers, Roger's favorite charity was St. Jude Children's Research Hospital.
The family would treasure your fond memories and expressions of sympathy at www.moore-funeralhome.com.
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