Saclatino february 2014

February 2014

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Marcus Gomez takes the helm of the Sacramento Hispanic Chamber Board

Small Business Owners, the backbone of Latino Economic Development

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Los Angeles is proud to be the seventh of ten chapters in the national Minds Matter organization (www.mindsmatter.org). In addition to Los Angeles, Minds Matter has established chapters in New York, Boston, Denver, Chicago, Portland, Cleveland, San Francisco, Philadelphia and Minneapolis/St. Paul. San Francisco and Los Angeles both launched in October 2010.

Minds Matter is a transformative program that inspires students by providing knowledge and skills necessary for unlocking their full potential and enhancing academic performance. Minds Matter was established in New York in 1991 by six Wall Street professionals to mentor and tutor inner-city high school students, as well as assist them with applications to competitive preparatory schools.

For more information, or to Donate, go to http://mindsmatterla.org/site/

Publisherʼs Message

February should always be Latino Small Business Month !

Following our most important issue of SacLatino Magazine highlighting Californiaʼs Latino candidates running in 2014, weʼre proud to present our small business issue. Mid January we witnessed President Obamaʼs decision to name Maria Contreras-Sweet as our nations first Latina Administrator of the Small Business Administration (SBA). !

This is not of coincidence since California and our nation will experience more Latino influence. Despite Governor Jerry Brownʼs slight mention of Latinos in his State of the State address, it did not embody us as a whole - a complex community ready and willing to meet our challenges. In fact, he failed to relinquish some of those responsibilities essential to keep the state economically strong. !

A 2013 study conducted by CA Hispanic Chamber of Commerce and the Haas School of Business of UC Berkeley showed Latino owned businesses contributed $100 billion annually to our stateʼs economy. And as we continue to sing this song, our rising population will expect to give way to the rising number of businesses. !

Ms. Contreras-Sweetʼs appointment to such a regal position puts her in charge of many key decisions to be made about small business. One obstacle many Table of Contents: small businesses face is more access to capital. !

This February issue of SacLatino Magazine Marcus Gomez Takes the Helm peers into Sacramentoʼs own small business owners: " " " " .... Page 6 Sacramento Hispanic Chamber of Commerce Chairman, Marcus Gomez and Small Business of the Challenges of Owning and Running a Year Recipient Silvia Leyva.

Restaurant !

As a young business owner myself, I am " " " " ....Page 12 motivated by Ms. Contreras-Sweetʼs selection into a prestigious position as Administrator of SBA. It is only a Latino Small Businesses, Californiaʼs testament to what Latinas can accomplish. 2014 is off to Economic Backbone " " " " .... Page 16 a great start!

Stephanie Salinas, Publisher The Staff: Stephanie L. Salinas, Publisher Adrian Perez, Editor-In-Chief Cris Perez, Chief Operations Officer Sherry Martinez, Account Executive Julio Gonzalez, Account Executiver Cecelia Perez, Illustrator/Graphic Design

California Hispanic Chambers of Commerce make changes at the top " " " " .... Page 18 Silvia Leyva, a legacy gets recognized " " " " .... Page 19 Taqueria Jaliscoʼs Daniel Flores " " " " .... Page 22

About SacLatino !

SacLatino and SacLatino.com are published and owned by SacLatino LLC, a private, for-profit public relations and communications business. For comments, information, or submit articles, write to: SacLatino, 2648 Del Paso Blvd, Sacramento, CA 95815 or email us at info@saclatino.com .

Any article and/or opinions expressed therein do not necessarily reflect the views of SacLatino, SacLatino.com or SacLatino LLC, but remain solely those of the author(s). SacLatino and SacLatino.com are copyrighted and its contents may not be copied or used without prior written consent. Copyright 2013. All rights reserved.

February 2014 g SacLatino.com 3

Guest Column

What’s become of the North American Free Trade Agreement?

By Manuel Cosme, Jr.

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Whatʼs become of NAFTA (North American Free Trade Agreement)? Very little, if any, is talked or written about NAFTA in a public forum. So I decided to do some research and get an update. I knew it was still in effect, but the impact of it was still a mystery to me. !

A little background: NAFTA is a trade agreement between the U.S., Mexico and Canada that was negotiated under President George Bush (senior), signed under President Bill Clinton and entered into force in January 1994.

The ultimate goal of removing all trade tariffs between the three countries was eliminated January 2008. !

The agreement included provisions to promote fair competition, increase investment opportunities, resolve trade disputes, eliminate trade barriers, and provide protection and enforcement of intellectual property rights. The benefit of the agreement was to increase the competitive edge on the global marketplace. !

There was much disagreement before, during and after the agreement was signed. The California Hispanic Chamber of Commerce was very active in its passage. The business community – especially the small and medium size business – was supportive; whereas, the labor union was against it. Businesses saw an opportunity to expand its market share; labor 4!

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felt threatened with a drop in labor members due to the exportation of significantly cheaper labor cost to Mexico. !

There has been a mixed bag of reports and studies on the effects of NAFTA. According to the Economic Policy Institute in 2010, due to N A F TA an estimated 682,900 U.S. jobs were lost or displaced.

Opinions suggest that with the U.S. recession in 2008 lost of jobs may have been included in the 2.6 million lost job. !

H o w e v e r , a c c o r d i n g Ya l e economist, Lorenzo Caliendo and Federal Reserve economist, Fernando Parro, trade and wages increased.

And a 2006 report released by the Office of the United States Trade Representative from 1993 to 2005 trade among the NAFTA nations climbed 173 percent, from $297 billion to $810 million. !

In spite of great gains, access to information remains a challenge for small and medium sized businesses. To address this concern NAFTA partners released “Opportunities for Small- and Medium-Sized Enterprises in North America,” a publication designed to answer question about exporting.

With an improving – but fragile – economy, opportunities remain for business and employment growth. How U.S. entrepreneurs capitalize is to be determined by their willingness to take on challenges.

February 2014 g SacLatino.com 5

Cover Story

Marcus Gomez takes the helm of the Sacramento Hispanic Chamber Board

By Stephanie Salinas

" In 1972, what the founders of the Sacramento Hispanic Chamber of Commerce originally had in mind, was launching a small business bank. Its intent was to help primarily Mexican American business owners in either starting a business or expanding an existing business. Realizing they could achieve more through a chamber of commerce, they established in Mexican American Chamber of Commerce. The name was later changed to the Sacramento Hispanic Chamber of Commerce to adjust to the growing diversity within the Hispanic community. " Some of the founders included John Gallardo Taylor, Albert Herrera, Salvador Mercado and Lorenzo Gomez. They had the help of local priest, a couple of state employees and several other business owners. !

Now, nearly 42 years later, the son of Lorenzo Gomez, Marcus Gomez, will be sworn in as the Chairman of Sacramento Hispanic Chamber of Commerce. !

Marcus grew up locally and worked at his father始s company, Markess Export Company.

An ingenious clothing recycling company that was one-ofa-kind and way ahead of its time. !

Marcus始 father came to Sacramento in the 1960s from Oakland, where he had learned the trade from one of his uncles. The idea was to collect used clothing and resell it to foreign countries where the need was high.

Unsuitable clothing was sold as wiping rags, especially to military bases. !

In addition to Marcus, his father employed 20 people. The operation ran smooth because Marcus 6!

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and his older brother Larry would run the sorting and shredding part of the business while their dad Lorenzo dealt with the brokers. !

In 1997, Marcus, together with his wife ;and business partner Crystal, decided they were going to make it a go on their own. He left Markess Export Company, and his dad, to launch a new venture. !

With $30,000 in a home equity loan, they leased a warehouse and bought some used equipment. Without employees, the work was entirely up to them. Although Marcus knew every aspect of the business, it was new to Crystal and soon, she even found herself driving forklift. !

The two ran their company, California Clothing Recyclers for the first year and by the second year they were hitting their stride when suddenly, the econ-

Cover Story omy tanked, putting the newly formed business at a major crossroad. !

They began calling their suppliers to let them know there were no markets buying the recycled clothing, therefore they could not purchase the discards.

But, as business sometimes has it, they were being told by their suppliers to pick up the clothing without having to pay for it since it was less expensive than putting it in dumpsters. !

Little by little, the market SacLatino Magazine Publisher Stephanie Salinas with Marcus Gomez came back and Marcus and Crystalʼs company began to grow. Soon, they hired church across the street, and it took away from our some help and have now found themselves as one of effort a little. Weʼre looking at Cesar Chavez Park this the of the most successful clothing recyclers in year and I understand there are grants for it. Weʼre Northern California. doing good, I like the momentum, the things that weʼre !

SacLatino Magazineʼs Publisher Stephanie doing.

Salinas recently sat with Marcus to learn more about his business, and to have him share his views on the SS: With so many critical issues and good candidates Sacramento Hispanic Chamber of Commerce and his coming up in this election, is the Chamber going to get vision as incoming Chairman of the Board. involved?

MG: Yes, weʼre getting the PAC (Political Action SS: Thank you for taking time to let us interview you Committee) up and running again. Before The Board Marcus. So, now your incoming Chair of the Board, didnʼt take too much interest in it, so there was no real how do you feel about that? involvement, but now we got it back again and weʼre MG: Itʼs great because the Board and staff we have recruiting new members. are good. Weʼre also becoming more diverse. We ! ! ! ! !

Continued Page 9 have Jason Yee, an Asian, on the Board, adding to our diversity. And everybody is positive. We have a very good momentum going from last year and one of the reasons I wanted to become Chair was to keep that momentum going. We brought a lot of the old programs back.

We brought the Jalapeno (golf tournament) back. Everyone is positive.

SS: Which other programs have you brought back?

MG: Well, like the education committee. Last year we did $33 thousand in scholarships and we want to do more. We have the new small business symposium, that was originally the Latina Luncheon.

We changed it to a symposium to be more inclusive and to do more for our members. !

This past year we brought back the Latin Food and Music Festival. For the first time we had some people who had experience, people who worked on festivals, work on this festival. The only thing is it was on Sunday and they bring a lot of food vendors to the February 2014 g SacLatino.com 7

Cover Story We just raised the membership fee to $300. As you know, we need to raise money to help candidates.

You canʼt do anything unless you raise money and the fee is for the full year.

MG: Iʼve been in business, this business, for 16 years now. When I left my dad, I already knew many of the Chamber leaders like Sam Perez, Jesus Fernandez,and Edmundo and Ken Knoll. In fact, after I left my dad I went to work in construction for the summer and even though they offered to get me my contractorʼs license, I said, itʼs too hard! Iʼd rather make my money on rags. So I rented this warehouse and I decided to just broker the clothing, and not do what my dad was doing. And, before he passed away, he came over and told me, just keep doing what your doing and donʼt change.

I didnʼt have the overhead he had.

SS: Howʼs the PAC going to work?

MG: Iʼll be chairing it, but thatʼs the big controversy now as well. You see, the chair of the Chamber Board is the Chair of the Pac Board. I donʼt see it staying that way because if youʼre a Chair of the Chamber Board and you work for a nonprofit or corporation, they donʼt want you to be near that PAC. If we get a chair from PGE or SMUD, they wonʼt want them to chair that PAC. I think its going to eventually go independent and the members of the Pac will need SS: So, how does the fundraising part of your to select their own chair. business work?

MG: The fundraising part is a win-win for everybody SS: How many members are now in the Chamber? and that was my intent. When the market fell, a lot of MG: Weʼre at 600. We cleaned up the membership guys (competitors) fell off, and I was getting a lot of list because we had a lot of members who were not calls from thrift stores asking me to pick up their paid., And, a few years ago we got together with the discards and I told them I could, but I couldnʼt pay Vi e t n a m e s e C h a m b e r a n d g a v e t h e m f r e e them. They told me pick it up and pay when the memberships to bolster our numbers. And when I market got better, and thatʼs what I did. When the came on board and made calls, we found a lot of their market came back, is when I started doing the phone numbers were disconnected, or they were no fundraisers. This year things have leveled off and we longer in business, or they werenʼt interested. So we donʼt have any competition. It gives nonprofits and vetted the list out including members who were ninety schools a chance to raise money, just like Goodwill. days overdue. It was a big mess, thatʼs why there Thatʼs my competition, Goodwill, Salvation Army, etc., was talk about closing the Chamber down. But, Alice an right now our buyers are the smaller independent (Perez, Executive Director) turned it around. She thrifts. cleaned house and I think it was good because the team she now has, Cathy and Veronica, theyʼre great. SS: What are your goals now?

MG: Well being on the Chamber is like having a partSS: Letʼs talk about your business. Youʼre the first time job, and weʼre working together to make it small business owner to become Chair of the stronger.

For my business, I want to grow the Chamber in a while. Do you bring strong business fundraising part because itʼs more profitable than savvy to the post? collecting from the thrift store. - SacLatino

February 2014 g SacLatino.com 9

Latinos Flexing Their Political Muscle

No other publication is talking about critical issues like SacLatino Magazine. Here’s what you can expect in the coming months: “The Economic Impacts of Fracking” “Vocational Schools for Present and Future Jobs” “Small Businesses, the Backbone of the Latino Economy” “Culture in Health: Kaiser’s Latino Health Center” “Crisis in Latino Education” “45 Years of the Chicano Movement”

www.saclatino.com 10!

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Small Business Owners

The Challenges of owning and running a restaurant in the Central Valley

By Chris Murphy, Modesto View

Mitch Maisetti is owner of a world-class restaurant in Latino majority Modesto, California. The public loves what he has been doing, but city politics create obstacles.

Editor’s Note: This article first appeared in Modesto View Magazine and is reprinted with permission.

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Mitch Maisetti Downtown Modesto used to be the hub of everything in Stanislaus County. Highway 99 went right down 9th St and then in the 1960s, the freeway went in diverting thousands of cars. Then in the late 70s, Vintage Faire mall was built and commerce in downtown evaporated. The grand dame hotels Hughson and Covell were closed and the Strand burned. This could have been the end of the story like it is in so many mid-sized cities.

But in the early 90ʼs Mitch and Tammy Maisetti along with Paul Tremayne created Tresetti World Café. This would set the stage for the return of fine dining to downtown Modesto. At the same time, the State Theatre was reopening and this leap of faith lead the renaissance of downtown Modesto. Mitch, Tammy and Paul are still leading the charge for a vibrant downtown today. Many people know Mitch and have been standing strong with him as he battles cancer, but many donʼt know his history and views on Modesto. Letʼs get to know Mitch.

MV: Where did you grow up and where did you meet Tammy?

MM: I grew up in Patterson and went to Patterson High School, just like my father did. I had a great small-town childhood and was raised in the country as well as the city. When I turned 20, I started bartending for weddings and Mexican quinceañeras.

After I turned 21, I worked for the Wong Brothers at the Frontier Club; I worked for $30 a shift and became manager after two years. !

The Frontier had a wide selection of diverse customers. In the daytime most of our guests were older, 12!

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Mitch Maisetti

our bar crowd turned young and brash — great place to cut my teeth in the bar business. Hank Wong taught me almost everything I know about the bar business and how to succeed, and to him I am grateful. !

When I turned 27, I became restless and began looking for new ventures. It was at this time I bought the Tiki and left Patterson for good. The Tiki quickly turned into my home and is also where I met the love of my life, Tammy. I never considered myself the marrying type; I just couldnʼt picture myself staying with just one woman.

Tammy not only changed my mind, she

Small Business Owners also changed my life.

MV: How did you discover the restaurant business? MM: Before Tammy and I got together, the bar business was all I ever thought I wanted to do. After we were married, we started talking about expanding and getting into the restaurant game. How hard could it be? Customers are customers.

Just treat them right and everything will work out, right?

MV: One of my and many otherʼs favorite places is the Tiki, how did you get involved there?

MM: Going back to the Tiki — I started frequenting the bar in the very early ʻ80s. When youʼre in the bar game and you get a chance to buy your favorite bar, the one you always hang in, itʼs not too difficult to guess what I decided to do. My grandparents always told me they would help me open my first business, but when I proposed they lend me $50,000 to buy the Tiki they practically fell out of their chairs. Luckily, they had enough faith in me to write a check a couple of days later. I mean, can you imagine lending a 27-year old kid $50,000 to buy a bar? I will be eternally grateful for their generosity; without that hand-up I would not be where I am today.

MV: What made you want to open an upscale restaurant in downtown Modesto?

MM: When Tammy and I started looking for a new venture, we brought Paul Tremayne into our business family. I was always intrigued with downtown Modesto and figured it was going to be the place to be. We found out the old Front Page bar was having troubles paying rent, so we approached the Reed family and signed a lease on April 1, 1994.

Coincidentally, the lease on the Tiki was signed on April 1, 1984 — ten years to the day! April Fools!

MV: The food of New Orleans is a highlight of your menu and I was in New Orleans when you were a few years ago, so what about New Orleans and the food there is so special to you? MM: Tammy and I have always shared a mutual love for New Orleans for its culture, weather,

and of course, amazing food.

NOLA Food is true comfort food and has almost always used local, homegrown ingredients. We live in California, where so much of the worldʼs agriculture is grown, and we should really be taking a page from their book. Thatʼs where the local farmers come in. New Orleans has been doing the local thing for many years with its farmers and fishermen. Simple, great food — we love it!

MV: What is your very favorite thing in the world to eat?

MM: I donʼt necessarily have one favorite food, but I can honestly say I love red meat and cheese. I had a great night in downtown Modesto last week at Camp 4 where I had an amazing salmon and cheese platter. If I had one last meal, that just might be the one.

MV: You and Tammy are such go getters and are so !

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Mitch and Tammy Maisetti February 2014 g SacLatino.com 13

Small Business Owners very quick to volunteer and make a difference, what drives you to support the community like you do?

MM: Volunteering is essential for the restaurant business in downtown Modesto. We ʻsmall guysʼ are truly at war with the corporate houses that lie, cheat, and steal our customers. The big guys spend millions trying to make our customers think that they are like us. Their marketing strategy is to make you think youʼre getting local food and local service. I think there is no way to duplicate what Marcus and Charlene do at Harvest Moon, or the job Brad does at Skewers, not to mention the long hours Hannibal spends at Barking Dog taking care of every aspect of his business, yet you still see people waiting in line at chain restaurants to be fed boiled-in-the-bag pasta that might not even be made in this county, or country. When we get our message across, thereʼs no way a person would pick corporate over local — not to mention where the money goes. I donʼt think everyone realizes how much non-profit help our local restaurants provide to this community, and that is why Tammy and I always quick to volunteer.

MV: There is a new generation of Maisetti coming in to the business, how does it feel to be able have the next generation step up and lead?

MM: In the last couple of years my sons, Jordan and Jaxon, have become more of an integral part of our business. They are still very young, but they have the game in their blood! Our niece, Christina, has been with us for over ten years at Tresettiʼs and is a very important part of our house. No matter how important the children are to our business, it has always been apparent to them that we want them to choose what they do, not that it chooses them. The three of them are not allowed to work at Tresettiʼs unless they are in school. Their choices in life have to be ones they want and not whatʼs forced upon them.

MV: Downtown Modesto is in flux right now and needs a shot in the arm. What do we need to do to bring it back to life?

MM: Downtown Modesto needs a shot in the arm right now. Most of our problems now seem to be economical; large corporation restaurants do not face the same scrutiny by the local law enforcement and governmental regulations as local businesses suffer.

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These corporate restaurants get a free pass from the city constantly. One example: I have to have a security member with a white shirt which must display “Security” clearly written in block letters on the back of their shirt in order to allow a acoustic performer — who usually plays for about ten people — to play a set. Meanwhile, Applebeeʼs has a ʻclub nightʼ with more than a hundred people and no security and, more importantly, no police parked in the parking lot looking for an excuse to make a DUI arrest. Have you

ever seen Highway Patrol circle the parking lot at BJʼs in the mall to ʻkeep the peaceʼ? Tell me how many times has that happened in downtown Modesto. Why is the focus on downtown? Maybe thatʼs the shot in the arm Iʼm looking for: equal enforcement.

MV: If you were king of downtown for a day, what would you do?

MM: King for a day? Well, I already feel like Iʼm the king of downtown! Donʼt get me wrong; Iʼm not the only one. I believe any local business owner is a king — when we have the great customer base that downtown has and when our customers actively care about how our business is doing — how could we all not feel like kings?

MV: ModestoView is all about living local, why do you think supporting our locally owned business are so important?

MM: Local is what itʼs all about. I believe Modesto citizens would by more local if they completely understood all of the ramifications of their actions.

Small Business Owners When you buy local, all the money spent stays here! When you get brunch from Joey at the Fruit Yard or John at Surlaʼs, youʼre getting a better product, and then they in turn donate to your kidʼs football or water polo team. Keep the money in Modesto!

MV: What advice would you give to someone that wanted to open a new business downtown?

MM: Opening a new business in downtown can be incredibly difficult, but we need new business! Look at some of the successful people in the field youʼve chosen and try to emulate what they do. Susan at Bonnie J has been very successful at retail in downtown. I know it has been an uphill battle for her, but with brains and hard work sheʼs triumphed. We need about ten more Susans in Modesto! Talk about a shot in the arm!

MV: What do you think about making it a priority to have live music in downtown?

MM: Music in downtown Modesto is the magic that makes our communityʼs wheels go round. We already have the fantastic Gallo Center that provides us with talent no one could bring to smaller clubs (thanks, Lynn Dickerson!), and we should all continue to support and promote local talent for both the performers and the local venues. We could all do better! Check out what great shows Sue at the State Theatre is bringing in for the month, or who is playing at the Queen Bean this weekend. When we all work together, we are much stronger than any corporate house.

MV: If you could visit any place in the world, where would you go?

MM: If I could visit only one place, I think I would go back to Zurich and stay in the small hotel Tammy and I stayed in about ten years ago. One night, we were in bed around midnight and decided to throw open the windows. It was very cold, but we had a huge down blanket on our bed. Lying there with church bells

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ringing with my wonderful wife is about as close to heaven as I can imagine.

MV: Describe your perfect Modesto day?

MM: I live my perfect day on a regular basis. I get up late, make it to Tresettiʼs about noon for lunch, meet up with the family, and take care of business for the rest of the day. My afternoon is usually spent trying to figure out where to have dinner — always local! Then itʼs home, a little TV with the family, and off to bed.

You really canʼt beat that!

MV: Beatles or Stones?

MM: Beatles all the way! How could four guys change this world anymore than they did, and continue, to do?

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February 2014 g SacLatino.com 15

Small Business Owners

Latino Small Businesses: The Backbone of California’s Economy

By Adrian Perez

In a tough economy, Latino owned businesses are showing much resilience, yet, artificial barriers may keep them from growing.

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Latino small business owners are essential for Californiaʼs economic growth and sustainability. Study after study shows this group is the reason Californiaʼs economy is slowly bouncing back.

Yet, artificial barriers appear to be the reason many do not start or grow. !

Economists rank California as the ninth largest economy in the world. With over 3.3 million small businesses that employ over one million people and a GDP of 3.5 percent, there appears to be good reason to do business in this state. However, a lack of a business friendly political climate and access to funding for startups and expansions are obstacles that need to be addressed. !

The Latino population in California is estimated to be 15 million people of which approximately 7.5 percent are undocumented. There are also over 700 thousand Latino owned businesses in California, with an estimated 8 to 10 percent owned by undocumented entrepreneurs,. The undocumented numbers are as important to Californiaʼs economy as those that are not because of the total jobs added and contribution to the stateʼs overall GDP. To discount these numbers would be equivalent to playing basketball with only 4 players. !

Even with 700 thousand Latino owned busi16!

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nesses, it comprises only 21 percent of the stateʼs total number of small businesses - a figure much too small to create economic sustainability in California.

Moreover, the total $100 billion that these businesses are estimated to generate in revenue is merely a fraction of what the state needs to remain a viable economic force. !

In August of 2013, the California Hispanic Chambers of Commerce released a study that was conducted in conjunction with the Haas School of Business from the University of California, Berkeley.

The study surveyed 250 Latino business owners and found that 80 percent expected their business to grow and 60 percent said they would be hiring. These are encouraging signs when the state is losing jobs and businesses at a greater rate then creating them. !

“While the lingering effects of the Great Recession continue, overall these Latino businesses are optimistic and see growth ahead,” said Dr. Guido Minaya, a board member of the California Hispanic Chambers of Commerce who lead the effort for the study. !

Other important findings in the study include: • 57 percent of respondents agree that the economy is recovering;

Small Business Owners • Only 44 percent say they know about the Affordable Care Act and how it will impact their business; • More than two-thirds said their business operated in a dual language environment; and, • The top policy concerns cited were economic development, small business development and taxes. !

The study recommends ways that the California Hispanic Chambers of Commerce and local Hispanic chambers can take steps to assist emerging businesses in the state, including offering high-impact educational opportunities and assistance with certification and procurement. But, there is more that needs to be done and the Hispanic Chambers cannot do them all without working with other business chambers, associations, and government entities. !

With Californiaʼs Latino businesses being equivalent to the worldʼs 62nd economy and clearly below the stateʼs overall 9th ranking, there is an urgent need to increase the total number to equate at least the stateʼs Latino population. This total should be twice the current size, or about 750,000 new Latino owned businesses. Equally as critical is the need to increase its annual total sales from $100 billion to well over $600 billion to establish economic sustainability by 2025 when the Latino population will reach 50 percent of the stateʼs total population. !

To launch startups or expand existing businesses requires that household incomes increase as well and that lending institutions work harder with Latino business owners. !

Latino owned businesses in California employ and estimated 650,000 people of the over 18 million employed in the state. Latino families earn a median income of $46,000 per year, or approximately $16,000 less than the median family household income in the state. To address the stateʼs future economic needs and the declining number of Whites in the workforce, Latino businesses will need to boost the number of hires to upwards of 6.5 million by 2025. In addition, Latino household incomes need to double to make up for the declining White worker contribution.

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The pressure to create more Latino owned businesses and expand existing ones is on the shoulders of bankers, government institutions, and legislative leaders. Small business owners know how to grow their own business and there are plenty of places to obtain information to start a business.

However, the key to both is access to capital. !

"Capital is the oxygen that small businesses need to grow,” explains former SBA Administrator and now Chair of the Latino Coalition Hector Barreto.

“Small businesses often have the ʻknow howʼ to succeed but don't have the ʻknow who.ʼ They may have applied to the bank for a loan, not been approved, and had a bad experience. You can't stop after one try; capital is a driver of small businesses. Being able to access startup dollars is important not just to get started, but also to grow in the long-term.” !

The Latino Coalition is a national nonprofit organization with a goal of advocating for Latino small business owners, and to serve as a resource to obtain capital.

Other resources are the U.S. Hispanic Chambers of Commerce, the Small Business Administration and the Governorʼs Office of Economic Development. !

California is in a economic crisis mode and needs to realize that Latino businesses are the true backbone of the stateʼs economy. - SacLatino.

February 2014 g SacLatino.com 17

Small Business Owners

Northern California leaders selected to run the California Hispanic Chambers of Commerce and the economy of California," Ysiano said. !

Macias said the Chamber has a strong agenda for 2014, working cooperatively with local chambers, and hosting its annual Legislative Day in May and its 35th annual convention, to be held Aug. 13-15 in Orange County. At that time, the Chambers will hold Andrew Ysiano Ken Macias elections to determine its leadership for 2015.

Chamber Board.

"Ken Macias and Andrew Ysiano's stellar !

Macias is founder and Chairman of Macias, ! reputations and trajectory of accomplishments have Gini & OʼConnell, one of the nation's fastest-growing earned them the respect of both government and CPA firms and perhaps the largest Latino owned CPA business leaders," says Dr. Yasmin firm in the nation.

Davidds who was elected the !

"Our No. 1 goal is to ensure Chamberʼs Secretary.

"Their that a united statewide chamber extraordinary leadership ensures works together with our local the economic growth of Hispanic chambers to help Hispanic businesses throughout California. I businesses," Macias said. "The look forward to continuing to work success of Hispanic businesses is with them to elevate Hispanic job vital for our Hispanic community creators, entrepreneurs, and when our businesses succeed, our innovators throughout California." community succeeds." !

Dr. Yasmin Davidds, is a noted !

Andrew Ysiano is founder o r g a nizational psychologist, and Publisher of the Latino Times international negotiation consultant newspaper, a local publication that and executive coach.

She has has earned the respect of many in trained and counseled over 2,000 Californiaʼs Central Valley. Ysiano corporate leaders throughout 22 also is a Partner at A&J Marketing countries and has been recognized and Communications. by the U.S. Congress, the California !

"I am looking forward to State Senate, and the California working with our network of local State Assembly for her commitment Hispanic chambers in the state and to empower women leaders. for the benefit of Hispanic business Dr. Yasmin Davidds !

Kenneth A. Macias of Sacramento has been elected as the California Hispanic Chambers of Commerce new Chairman of the Board of Directors.

Maciasʼ election comes in a period of change for the statewide organization. Also elected is Stocktonʼs own Andrew Ysiano, who will serve as Vice Chair of the Chamber.

Both have served previously as Chairs of the

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Sacramento Hispanic Chamber

The Legacy Continues: Silvia Leyva receives Hispanic Chamber recognition As the daughter of a local business icon, she stands on her own merits

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As a little girl, Silvia Leyva used to sing jingles thought it would look better,” says Silvia. “In high she heard on television and never mind that her dad school I would draw storyboards for products I saw had coined the most famous marketing phrase in onTV and I would change the ad to make it better.”

Northern California. But, they say a branch doesnʼt !

Silvia says she knew she wanted to go the fall that far from the tree, and as an entrepreneur, San Francisco Art Institute, but her parents wanted Silvia is designing and her to go to Sacramento State. creating ads that are earning Deciding to make the commute, her recognition in Northern she travelled twice a week for California. four years to San Francisco and !

Silviaʼs father, Luis back until she earned her degree.

Leyva, was a marketing !

“Iʼve been designing genius, making his restaurant since 1998, working for a couple a destination point in of large corporations,” says Sacramento with the phrase Silvia. “Then in 2008 I went out “If you donʼt know Luisʼ you on my own, getting subcontracts donʼt know Sacramento.” He from ad agencies.” also created a photographic !

Silvia immediately shrine in his restaurant of the understood the need to network many famous people who in circles that would help her land 2014 Small Business of the Year visited and ate there. Guests good contracts, so she joined the included Cesar Chavez, Gov. Jerry Brown, former Sacramento Ad Club where she met new clients.

Speaker Willie Brown, Gov. George Dukemejian, actor !

Today, Silvia is realizing her life-long dream of Edward James Olmos, and the list went on. owning her own advertising agency. Through her Big !

L u i s L e y v a ʼ s b u s i n e s s a c u m e n w a s S Design company, she has acquired an impressive acknowledged by the Sacramento Hispanic Chamber list of clients, including: Advantage Rental Car; of Commerce when he was named Small Business of Sacramento Hispanic Chamber of Commerce; the Year in the 1980s.

Now, having passed his BloodSource; Koi Rivers Creative; Cro's Nest; Katie business acumen to his daughter Silvia, she will be Chu Photography; Notes by K; Kaiser Permanente, awarded the Small Business of the Year award on South Sacramento; Kaiser Permanente, Vacaville; Friday night, February 7, 2014 at the Chamberʼs 42nd Wallrich Landi; Dante Club; Kard E.A. Enterprises; Annual Business Awards Gala. and, The Sacramento Bee. !

“As a child, I always liked to design and I !

SacLatino Magazine wishes to congratulate would take things and rearrange them the way I Silvia in her recognition.

February 2014 g SacLatino.com 19

Latino Candidates 2014

Latina enters California Schools Superintendent Race Lydia Gutierrez challenges incumbent Tom Torlakson to lead stateʼs education system

Editorʼs Note: This is in continuing a series focused on introducing Latino candidates running in statewide or district races for public office.

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Lydia Gutierrez is the 9th of 10 children. Her father was born to migrant farm workers in Missouri.

As a child he worked fields across the US to help support his family. After marrying he served as a Longshoreman (Local 13) in San Pedro from the 50ʼs through the 70ʼs. Lydiaʼs mother was born and raised in San Pedro. Her grandfather helped build the San Pedro Courthouse and her great-grandmother worked in the San Pedro Fish Cannery. !

After raising 8 children in a one-bedroom house in a San Pedro back alley, Lydiaʼs parents moved to Harbor Gateway where they had Lydia and her younger sister. !

Lydia Gutierrez was raised with a very strong value for Dignity and Respect. Her parentsʼ worked for what they had, not expecting handouts. Lydiaʼs father was disabled as a teen due to a car accident and had no choice but to accept financial aid from the government. With the remainder of his early pension Lydiaʼs mother learned how to budget wisely with 4 children in the house. !

Lydia attended Pepperdine University for her undergraduate degree in Liberal Arts and Dominguez Hills for her Masters in Multicultural Bilingual Education. She holds two credentials in Multiple Subjects K-12, and Bilingual Education. She is a master teacher for UCLAʼs Math Project Center X, a Fellow from Cal State Long Beach in the Writing 20!

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Project, and a lecturer for the Los Angeles County Teachers Mathematics Association. !

Lydia has always been a person committed to the welfare of others. When Lydia was 12 years old, she began teaching a Sunday School class for elementary children. As she grew up Lydia put a priority in caring for others by visiting the elderly, helping neighbors with chores, and reaching out to teens to give them hope for the future. As a professional, Lydia dedicated two years teaching in the country of Colombia, then committed 7 additional years during school breaks in the US to giving humanitarian aid to the street children of Colombia and working with local orphanages. She also did humanitarian work in the Philippines. !

Lydiaʼs professional career began as a teacher, but after her fatherʼs death, she left the field to earn more money to help her family. Lydia worked in the aerospace field as an administrator for the F/A 18 Radar then later as an acting supervisor in Cost Estimating for the Bradley Tank parts division. She then left the field to return to what she cared about most the joy and love of teaching children. !

In addition to her other positions, Lydia presently serves as an elected Board member on the Coastal San Pedro Neighborhood Council. She is the Secretary and is on the Education and Public Safety Committees. More recently Lydia founded the National Organization of Parents and Teachers For A Quality Public Education. www.lydia4schools.com.

February 2014 g SacLatino.com 21

Latino Small Business

Taqueria Jalisco: A historical tradition in Sacramento

By Sherry Martinez

ʻEat A Tacoʼ is more than a slogan for Taqueria Jaliscoʼs sole proprietor Daniel Flores, it means business.

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Daniel Flores is the owner of Taqueria Jalisco, a unique and historical taqueria (taco maker) that is challenging taco makers throughout Sacramento. Established and family operated since 1974, Taqueria Jalisco is one of the oldest operating taquerias in the region and there is a good reason their slogan is “Eat A Taco.” !

As one of six children, Daniel learned early on the importance of hard work. In 1992, he found himself unemployed, a difficult thing for a young adult, and decided to work at his brotherʼs place, Taqueria Jalisco. Enjoying the freedom of being self-employed, Daniel offered to purchase the taqueria from his brother in 1996. !

“My mother was my inspiration,” Daniel says.

"She always worked hard to support us.

She provided for us and we always had a place to stay and food to eat.” !

Danielʼs mother was a cook for Gov. Jerry brown (first term) recalling seeing her prepare meals in the kitchen. It was inspiring he says. But, once the taqueria got going, she quit her cooking job and to joined her sons, believing in the capability of her family. !

When asked what the most challenging part of his business, Daniel hesitates, then mentions that it is 22!

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perhaps the time invested into making it flourish.

Being open from 10 am to 9 pm everyday except Sundays, when heʼs closed, consumes most of his week. This is why he wouldn't recommend his children get into the business. !

"I would rather see them live their lives as much as possible," says Daniel. “The advice I give to anyone interested in getting into the business is to do it, but be passionate. Always ask yourself 'did I do my best?' You should always strive to do your best, everyday, because anybody can make a taco, but not just anybody can make a good taco" !

Today, Taqueria Jalisco looks much the same as it did a couple of decades ago. It has an original and inviting feel, especially with Daniel greeting every customer as if theyʼre family and anticipates them to eat his delicious tacos.

Although he anticipates adding salads and spirits to his menu this year, Daniel says he could not do this alone. !

“Iʼm backed by an amazing team of hard working, dedicated staff whoʼve become like a tight knit working family.” !

His Eat A Taco slogan is catchy and versatile enough to expand with the business. After 22 years in the business Daniel's drive continues, unlike the many other restaurant owners that experience burn out. !

When you go to Taqueria Jalisco, know that you are visiting a historical and great restaurant Eat A Taco is more than the slogan, it is a must. Taqueria Jalisco serves Mexican & American Food and is located at 330 16th Street 95814 (916) 446-4834. SacLatino

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Cheers and Beers to the Sacramento Taco Festival on October 4, 2014