Alumni Spotlight

Peter Lucido, Class of 1978

Filling a Niche

When the economic downturn of 2008 - 2009 hit Michigan and Macomb County, Peter Lucido decided to do something to promote Macomb County. An attorney with a long-established legal practice, with seven attorneys and 12 support staff, Pete says, “The County, like anywhere else, was having tough economic times. I wanted to bring something that was positive, that was energetic, that would be inspirational to people.” Thus, the Macomb Now magazine was born, a quarterly publication that highlights life in Macomb County, including its people and businesses. The first issue was launched in January 2010. As the publisher, Pete meets with his Executive Editor, Tracey Moro, and together they plan each issue. The magazine has a staff of writers and photographers, including Jim Jacobs, president of Macomb Community College, who writes about economic issues, and Dennis LeDuc (‘65), a Macomb County District Judge with an interest in local history. Comparable to the long-established Hour magazine, Macomb Now is printed on heavier, glossy paper, with quality color photographs and eye-catching page layouts. In fact, Pete was approached by the Hour publishers, who wanted to buy out Macomb Now, but he wanted to retain the magazine’s focus on Macomb County people and businesses. “Hour covers Oakland County, the west side, and downtown, but they weren’t covering Macomb. It was a lost opportunity for them, but a niche market for us.” Macomb Now is sold at over 300 venues and by subscription. The magazine has a print run over over 15,000. The magazine is also distributed to various hospitals, libraries, and government offices, as well as businesses throughout the county. A recent cover featured Macomb County’s home-grown musician Robert Ritchie, more popularly known as Kid Rock.

Peter Lucido

“We were able to reach out to him through his mother,” says Pete.

DLS alumnus Danny DeKeyser (‘08), now playing with the Detroit Red Wings, was featured on the Winter 2014 cover. The magazine has a website www.macombnowmagazine. com and a Facebook page with the same name. Pete says, “We’re proud to call Macomb County our home. We’ve got a great place to live in, and a great place to do business and play in. We have a magazine that gives us some identity. We like to showcase and highlight individuals and businesses and the quality of life we have here.”

From “The Green Grocer” to Macomb Now

One of eight children, Pete attended St. Isaac Jogues Grade School in St. Clair Shores. Two of his older brothers attended Austin High School, and Pete thought he’d be heading to Austin as well. But a family friend, Anthony Brune (‘38), suggested to Pete’s mother that De La Salle would be a better fit.

During high school, Pete helped his father, “The Green Grocer,” delivering fresh produce to homes. He also worked at the Mr. C’s Bakery at 10 Mile and Harper. “We had a big family. I needed to work to help out,” says Pete. Pete began college by taking classes at Macomb. “My first class was Business Law. That got me thinking how law could be used to help people, to help businesses.” A year out of high school, Pete became a licensed insurance agent, and in 1981, a licensed realtor. He co-founded Lucido’s Insurance Agency in 1990. After earning his Associate’s degree from Macomb, Pete attended Oakland University, earning a Bachelor’s in Public Administration and Business. He earned his MBA from Central Michigan University, before attending the Detroit College of Law (now the Michigan State University School of Law). Pete is active in Macomb County, serving on a variety of charitable boards, and sponsoring several events in the area. He has also served on the Oakland University Board of Trustees, and initiated the Citizens’ Law School in 1997, giving people an opportunity to learn about the legal system. He worked with Macomb County Judge Linda Davis to create Families Against Narcotics (FAN). “So many families need help in dealing with their children who become hooked on prescription drugs.”

Remembering Brother George

Pete has fond memories of Brother George Synan, and remembers interacting with him on an almost daily basis during high school. “He could look you in the eyes and know how you were feeling. He would pull you aside, and look right at you, and ask you how you were. That was very reassuring to know he was there.” Pete visited Br. George after his move from Warren to the Brothers’ senior retirement center in Lincroft, NJ. “I owed it to him to tell him what he meant to me.”

“My Catholic education shaped me. It was the best thing that ever happened to me,” says Pete. He encourages his fellow alumni to become involved. “You don’t realize until you’ve been away from high school for a few years what De La Salle gives you. It’s important to give your time, your talent, and if you can, some of your treasure. Don’t wait to become a part of the Lasallian community. There is a lot to be learned from the other alumni who are there giving back.” Pete is a member of the DLS Board of Trustees. He and his wife Anne Marie are the parents of three children. They live in Shelby Township.

Peter Lucido, with fellow alumni John Dakmak (‘88) and Jim Boutrous (‘88) at the November Alumni Event that featured attorneys and judges.