William Lloyd Riddle III

Bill was 83. Born in Erie, PA, to William “Red” Riddle and Rita Zimmerman Riddle, Bill attended Erie Cathedral Preparatory School and DeSales High School in Geneva, NY. At DeSales, he played football for the Saints as halfback #18. He graduated from Jamestown High School in New York and went on to Jamestown Community College, graduating in 1961 with an Associate of Arts degree. Bill moved to Arizona in 1961 and graduated from Arizona State University with a Bachelor of Science degree in Psychology in 1965.

While attending ASU, Bill worked at Good Samaritan Hospital, starting off as an orderly in surgery. While earning his degree and working, he completed a three-year, on-the-job training program for Radiologic Technologists at Good Sam. His career at Good Sam continued in Radiology, ultimately becoming the Assistant Administrative Director of Medical Imaging while maintaining his Radiologic Technologist license. He also served as a clinical instructor for Radiology. Bill was a member of the American Registry of Radiologic Technologists and the American Society of Radiologic Technologists.

After twenty years at Good Sam, Bill went on to become the Director of Radiology at Phoenix General Hospital. It was during this time in the 1980s that Bill and his mother, Rita, decided to open a Mexican restaurant, proudly called Valle Luna Mexican Restaurants. There are now four locations throughout the Valley.

While growing the restaurants, Bill continued to participate in and support various community organizations such as the Phoenix Chamber of Commerce, North Phoenix Chamber, and Chandler Chamber, and he was a finalist for the Small Business Person of the Year by the Phoenix Chamber of Commerce. He served on the City of Chandler Mayor and City Council Committee for Smoking Policy. Bill also served on the boards of the Arizona Licensed Beverage Association and Horses Help.

He was the recipient of the 1994 Business of the Year Award by the Paradise Valley Chamber of Commerce (now the North Phoenix Chamber). He is a past president of the Valley of the Sun Chapter, National Football Foundation, where he and his wife, Janie, received the 1996 Chapter Leadership Award from National. Through his insights and guidance, the organization has been successful in ensuring that hundreds of student-athletes receive scholarships. Through his leadership and profound commitment, the chapter mission will continue and his legacy will live on.

Being an avid golfer, Bill supported the LPGA when they played at Moon Valley for several years and participated in numerous charity golf tournaments such as the Lady Sun Devil Classic, Phoenix Suns Charity, Arizona Cardinals, the Frank Kush Classic, and more throughout the Valley. A Lifetime Member of the Phoenix Elks #335, he served on the House Committee and developed the first “Golden Years” program. He volunteered for Thanksgiving Baskets, Charity Ball, and received the Elks Distinguished Citizenship Award.

His love for football was unsurpassed in his support of ASU football and the Sun Angel Foundation as a longtime season ticket holder. He was an original season ticket holder for the Phoenix Cardinals—now the Arizona Cardinals—as well as the Fiesta Bowl. Bill volunteered on the Fiesta Media Committee by hosting many dinners for the news media. He was an active member of both the Arizona Restaurant and National Restaurant Associations.

From midnight construction projects to developing a business plan, Bill devoted his time and talent to build the family restaurant business from 1983 through the present. Employees are treated as family and afforded great opportunities in the business. Giving back to the community through youth sponsorships was his motto. He was a business and family man, had a heart of gold, and a smile that would light up the room.

Bill was very proud of the accomplishments of his children and grandchildren. He found great joy in watching his grandchildren play sports and relaxing on the back patio at the family cabin in Munds Park. His humor, wit, and genuine care for others forged bonds among friends and will remain etched in our hearts. The memories and laughter will never be forgotten.

Bill is The Man... The Myth... The Legend, who has and will continue to enrich our lives. Bill is survived by his loving wife Janie of 53 years; daughters Michelle (Owen), Reda (Rob), Joey (Jesse); son Bill IV (Karen); ten grandchildren; and his sister Laura (Rusty) Gates.

A memorial service will be held Thursday, July 24, 2025, at 10:30 a.m. at CCV Church North Phoenix, 15025 N. 19th Avenue, Phoenix, AZ 85023, followed by a reception at the Phoenix Elks Lodge #335, 14424 N. 32nd Street, Phoenix, AZ 85032, from noon until 3 p.m. In lieu of flowers, please honor Bill with donations to Hospice of the Valley – Phoenix (Thunderbird Campus) and the Valley of the Sun Chapter, National Football Foundation Scholarship Fund. Contact President Bradin Dockall at 602-799-8183.