In memory of Brian Loncar

Loncar & Associates
424 S. Cesar Chavez Blvd.
Dallas, TX 75201

Brian Ulrich Loncar was truly larger than life. He leaves behind a legacy of generosity, love, forgiveness, loyalty, acceptance, adventure, success, mentorship, ingenuity, charity and fun. Brian was born in Newton, Iowa on November 20, 1960, to Phil and Sue Loncar. As a child, Brian was an avid camper and involved with Boy Scouts. At the 1976 National Boy Scouts Conference at Valley Forge, Brian won a 30-foot axe-throwing contest by hitting the target three times in a row. When he called home to tell of his accomplishment, his parents told him that they had no idea he knew how to throw an axe. To that he replied, "I don't; it was my first time!" Brian was always extremely bright. He scored in the top percentage points for the SAT, LSAT, and Bar Exam. In law school at Texas Tech University, Brian won the International Client Counseling Competition, beating out competitors from all the top Ivy League schools. Brian was the consummate entrepreneur. When he was a child, he sold programs at Notre Dame football games. During his undergrad years at DePauw University, Brian bought a soda vending machine and converted it into a beer vending machine. He raised the prices and watched the profits roll in. While in law school, Brian started and ran a successful coffee business. After law school, Brian had a professional painting and roofing company. Brian took big risks. He knew what it took to be successful and always knew that if he stumbled, he could dust himself off and do it again. Brian started his law firm Loncar & Associates in 1988 with little more than a card table and a phone. He took his entire savings of $10,000 and placed it all in advertising for the new firm. Brian had only worked at one law firm for 10 months prior to starting his own firm. Contrary to the way most law firms operated at the time, Brian took all profits and put them back into marketing. Brian recalled that the first two years of Loncar & Associates were hard. The first two Christmases were especially sad because he could not afford to buy many Christmas presents for his family. Today, his business has grown to 11 cities, roughly 200 employees and almost 20 attorneys representing nearly 10,000 clients a year. Brian was a marketing genius and a true pioneer nationally in personal injury marketing. He did away with the traditional boring attorney ads and spiced them up with action packed TV spots. Brian sought to make people remember him with his commercials, and he did. The "Strong Arm" is known by all! People close to Brian know he had a much softer, gentler side than the "Strong Arm" persona he portrayed in his commercials. Brian was extremely passionate about taking care of his employees, his clients and his family. Several of his employees have been with Brian for over 20 years and many more for 10 to 15 years. Brian often gave jobs to people who needed a second chance after having stumbled in life. He was very proud of his business and making sure that his clients were taken care of. Brian was a complicated man with deep fits of passion that could bring him up or down. A lot of people with depressive issues use that as an excuse for failure, a reason why the game is setup against them. Not Brian. He used those intense feelings as fuel. He used them as a catalyst for change. It was a reason for him to keep fighting and growing when most others would have given up. Most importantly, Brian was a great family man. His first daughter Hailey lit up his world. Then Brian met the love of his life and soul mate, Sue. It was a third marriage for both. Their wedding invitations jokingly stated, "third time's a charm." Their love was and is a passionate force. They would go to the greatest lengths in their love for each other during their 23 years of marriage. With Sue came her three children-David, Sally, and Patrick, who were 10, 7 and 5 at the time. Brian immediately, and without question, took on Sue's three children as his own. He traded in his red Mercedes convertible for a forest green Suburban, which he drove with great pride. He took his children to school every morning they were with him, stopping for donuts or McDonald's on their way. Brian never missed an event for his family. He constantly showered them all in love, support and gifts. Brian and Sue have two beautiful daughters of their own, Abby and Grace. After Abby was born, every day was "Abby day." Abby was the center of their world and brought another source of love and light to their amazing family. A fourth daughter, Grace, came along three years later, and she was a true miracle. They always called Grace their "miracle baby." Their blended family was Brian's greatest source of pride. Brian often joked that they were like the Bundy's on the TV show Married with Children. They could be seen traveling the world together as Brian took them on his famous "no-rules" trips. People close to Brian will always remember his generosity. Waiters would often weep at the size of the tips he left them, as Brian had been a waiter at TGI Friday's after college and knew what hard work it took to wait tables. Many who knew Brian will be forever indebted to him for his generosity. The amazing and humble stories of Brian's generosity to those in need number in the thousands. Brian accepted all people just as they were. Discrimination was not something that Brian knew. The word "no" was not in Brian's vocabulary. He accepted challenges and adventures with a child-like enthusiasm and an enormous determination. Brian was the embodiment of the American Dream, a teddy bear, a struggling friend of Bill's, a storyteller, a designated driver, a fast driver, a runner, a hiker, a pioneer, a fighter, a golfer, a fisher, a world traveler, a mentor, a colleague, a boss, a friend, an uncle, a nephew, a son, a brother, a husband, and a dad. A little over a week ago Brian's miracle baby, Grace, took her own life. As a result, Brian's tremendous heart that carried his family and friends gave out too soon. The stress and pain of losing a child was too much for his heart to bear. Now we will carry on his legacy to give more, love more and forgive more. His family and friends take comfort in knowing that from the moment he closed his eyes here on earth, he opened them in Heaven with Jesus and with Grace. Brian is survived by his wife Sue Loncar; his five children David and wife Jennifer, Sally and husband JD, Patrick, Hailey, and Abby; his parents Phil and Sue Loncar; his sisters Jillian Brade and Beth and Clint Ralston; his nephews Nicholas, Hunter, Will, John, and Grant; his niece Bailey; mother-in-law Sally Alford; brother-in-law Bill and Julie Alford, and so many members of his extended family.