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Thursday, September 19, 2013



“Difference is of the essence of humanity. Difference is an accident of birth and it should therefore never be the source of hatred or conflict. The answer to difference is to respect it. Therein lies a most fundamental principle of peace: respect for diversity.” ~John Hume This year the Dreamers, Visionaries and Leaders Project (DVL) achieved five years of celebrating the African Americans contribution to our American history. As we have expanded over the years to now include a DVL Legacy scholarship program named for four outstanding local citizens, we have also chosen to promote “UNITY in Diversity.” Our first venture in this area is honoring our Hispanic/Latino brothers and sisters during Hispanic Heritage Month (September 15-October 15). This inaugural issue celebrating Hispanic Heritage Month is intended to recognize the Hispanic/Latino contributions to our American history. Once again, we are placing a spotlight on heritage, historical facts and outstanding local citizens fittingly identified as Dreamers, Visionaries and Leaders. We are incredibly proud of the partnership established with the High Desert Hispanic Chamber of Commerce under the leadership of Eric Camarena. Without the organization’s contribution and support of this project the authenticity of content would not have been possible. A sincere thank you to the Daily Press, Al Frattura, Angie Callahan, David Keck, Micki Brown, Fernando Torres and staff. Your willingness to support this project helps us fill a cultural gap. To my DVL TEAM, Maggie, Theresa, Mike, Yvonne, Benn, Jennifer and our young interns, Marques and Clorinda, THANK YOU for your hard work and dedication to the vision of Unity and celebrating our diversity. Lastly, to the Daily Press readers, thank you for your continued support to our local newspaper (recently an industry referred to as “dying”). Your patronage provides an opportunity for this and so many other like projects to be published. Most importantly, your patronage enables students, families, schools and business to become more culturally aware. It’s our desire that you enjoy the content of this publication and maybe even feel prouder about the positive citizens that make up our wonderful and diversified High Desert. Respectfully,

Regina Weatherspoon-Bell DVL Founder & Editor The Dreamers, Visionaries & Leaders Project is an affiliate fund of the High Desert Community Foundation


Message from HD Hispanic Chamber Greetings, The High Desert Hispanic Chamber of Commerce is proud to join Gi & Associates in celebrating Hispanic Heritage Month. Hispanic Heritage month was enacted by President Lyndon Johnson and then expanded to last 30 days in 1988 by Ronald Reagan. The purpose is to honor the contributions of Hispanics and Latinos in the United States of America. From business owners to astronauts, to artists and politicians, Hispanics have long played an important role in the growth and development of our country. The mission of the High Desert Hispanic Chamber of Commerce is to promote the economic development of the culturally diverse small businesses within the High Desert through education, networking, advocacy and business community partnerships. We strive to provide opportunities for entrepreneurs, businesses and individuals to share information that contributes to economic, social, civic and community development. We also serve the community through our Foundation, which supports the High Desert by addressing the needs of the underprivileged through both assistance and opportunity. It is with great pleasure that we honor Orlando Acevedo, Teri Ortega, Cesar Millan, Gloria Garcia, Carmen Rocha, and Manny Serrano as our 2013 Dreamers, Visionaries and Leaders. In addition we honor Felix Diaz, for his lifetime of dedication to the Victor Valley. Thank you for all that you continue to do to make the High Desert community a better place! On behalf of the High Desert Hispanic Chamber of Commerce and its Board of Directors, I would like to wish you all a wonderful Hispanic Heritage Month. Be reminded that Hispanics come from many different backgrounds and have many different stories, but we all share in the American Spirit! Eric J Camarena Chairman of the Board

HISPANIC HERITAGE MONTH Publisher: Al Frattura Editor: Regina Weatherspoon-Bell Proof Reader: Theresa Polley-Shellcroft DVL Profile Photographer: Yvonne Hernandez Hispanic Heritage Facts Compiled by: Felix G. Diaz Page Design & Layout: Micki Brown, Special Sections Editor Cover Design: Daily Press Graphic Design Staff


Message from DVL


Councilwoman Gloria Garcia



loria Garcia was born and raised in Victorville, Ca. She is a graduate of Victor Valley High School, Victor Valley College and Skadron College of Business. In addition to owning and operating her bookkeeping business since 1975, Garcia Bookkeeping and Income Tax Service, she has been very active in serving the community. She was elected to the Victorville City Council in November 2012. Among the many community organizations in which she has been active include serving as the Chairperson of the National Association of Women in Construction and as Treasurer of the High Desert Hispanic Chamber Of Commerce for eight years. As treasurer of the High Desert Hispanic Chamber of Commerce, she brought back many traditions including the Hispanic Senorita Queen Contest. As a Victorville City Council Member, she serves and represents the city on several committees including the City Audit Committee. She is a delegate to Mojave Desert and Mountain Solid Waste Joint Powers Authority and the Victor Valley Transit Authority. Gloria is an Alternate to the Desert/Mountain Division of the League of California Cities and the Public Entity Risk Management Authority. Her focus as a Council Member is promoting youth activities, maintaining roads and parks in Victorville, promoting a balanced budget and bringing transparency and integrity to local government. A lifelong member of the Victorville community, She and her husband Eddie have two sons, Edie and Rudy, also born and raised in Victorville. Like their mother, they are graduates of Victor Valley High School. Both sons attended Victor Valley College following the educational path of their mother.

Orlando Ruben Acevedo


rlando, a graduate of Azusa Pacific University, where he studied social and political science, was born and raised in Apple Valley. In June 2001 he married his high school sweetheart, Jennifer; together they have a 7-year old daddy's girl, are adopting two little boys ages 5 and 2, and are expecting another son due in November. As the Economic Development Manager of the Town of Apple Valley, Orlando considers his primary role to “broker relationships”— to connect people, place and purpose with one another — and works extensively with commercial real estate professionals and site selection consultants to promote Apple Valley as a pro-business location. His duties include promoting job and economic growth in the community through business development, retention and attraction services. He is also very involved in the community. Orlando serves on the boards of directors of High Desert Opportunity, the region's largest business conference, and Team California, the state's business attraction and marketing organization. He also serves on committees for the Apple Valley and the Hispanic chambers of commerce and the County-led Regional Job Fair. Since first visiting the state capitol Sacramento during an elementary field trip, Orlando was captivated with the civic responsibilities and influential possibilities of public service. Raised to value the Golden Rule, Orlando engages the idea of “community” both personally and by vocation, finding inspiration and purpose in Jeremiah's scripture, "Work and pray for the peace of the city where God has sent you, for as it prospers, so will you." As a husband, father of young children, and dedicated community member, Orlando looks forward to helping build a healthy, prosperous and lasting community here in the High Desert.


2013 Hispanic Heritage & History Facts • Did you know; that at one time, there were over 125 MexicanAmerican families living in the E Street Barrio of Victorville (eastside). • There were over 150 Children that attended Eva Dell Elementary School, grades K-6. • Did you know that there was an organization called “Organizacion Zaragoza Hispana” that had their own Building, with a stage, and wooden dance floor. This building was used as a USO for soldiers of color, stationed at the Victorville Army Air Base, during WWII a time of segregation. It was built by members of the above organization, and named “El Salon Zaragoza”. A USO building was built for “Anglo-American soldiers that still stands on 8th street. Now a Performing Arts Center. • Carmelitas Restaurant was the first “Mexican-American owned business” allowed on the West side of Victorville, in the early 1960s. It was located on 7th Street, across from a trailer park. • Did you know that out of the 125 Mexican, Mexican American “E” Street Barrio families, over 140 men served in different branches of the United States Military services up to the Vietnam War. Several families had more than 3 men that served. • Did you know that over 40 Hispanics hold the Congressional Medal of Honor. That’s more than any other “minority group”. Hispanics are known to be “first in, last out”, in wars up to the Vietnam War. • Did you know that the “E” Street Barrio at one time had 3 Grocery stores, a Second-Hand store, a Pool Hall, 2 Churches, 4 Bars, 1 Hotel, 1 House of prostitution, an

Elks Club. Annual “Jamaicas” (Festivals) with queen contests, dances, and a variety of celebrations, connected to Religious Saints, as well as, Quinceaneras, Weddings, Parades, Parties, Bar-B-Ques, were also held on “E” and surrounding streets, sometimes even at the River bottom. • Did you know that Indians were enslaved by the Spanish, in Mexico upon their arrival, and the “Conquista.” This literally began the “Slave Trade” of Africans to Mexico in the 1500’s. When the races of “Indians, and Spanish” were mixed, offspring were called “Meztisos.” When Indians were mixed with African slaves, they were then called “Sambos.” The African Slave trade was taken over by the Portuguese and established the Country of Brazil. African Slaves were then later brought to North America, in the 1600-1700, which became a lucrative business for the Country of Portugal. • Did you know that the oldest Universities in the Western Hemisphere, The University of Santo Domingo, in the Dominican Republic, and the University of Morelia, in the State of Michoacán, Mexico, were built, and established by the Spanish in the early 1500. • Did you know that the Spanish brought “Christianity” (the Catholic Church) to the Western Hemisphere, in the early 1500s. • Did you know that the first “apparition of the Virgin Mary” (The Virgin of Guadalupe) in the World, was sighted in “El Tepeyac”, in Mexico City, in 1531. After which it was reported over 95% of the people of Mexico, Central/South America and the Caribbean converted to Christianity.

• Did you know that the American, Mexican War, was actually a “Holy War”, Catholic Christians, vs. Protestant Christians. Over 240 Irish Immigrant soldiers, deserted and fought on the side of Mexico, due to the floggings, beatings, and physical punishment by American Army Officers on those Irish soldiers, for attending “Catholic Church Services” with Mexicans. This group was called “The San Patricio Battalion”. Their story is told in the movie; “One Mans Hero”. Mexico gives honor to this group every year on St. Patrick’s Day, March 17. There are several well known Irish Latinos in Latin American History. Juan O’Gorman designed and constructed the mosaic murals on the walls of the University of Mexico, and one of the leaders of Venezuela’s Independence War, was General O’Higgins. • Did you know that the language of the American Cowboy, and cattle Industry methodology was taught by the Mexican Vaquero (Cowman).. There are several words that are used today such as: Ranch (Rancho) Calaboose (Calaboso), Patio (Patio) Corral (Corral) Rodeo (Rodeo, Roundup) Lasso, (Laso, rope) Lariat, (La Riata, the rope) Chaps (Chaparreras), El Alamo (Poplar tree) Paint (Pinto horse). Alfalfa (Alfalfa, feed). • Did you know that California Mission Indians, speak Spanish, and have Spanish surnames. • Do you know who California is named after? “Calafia”, or “Califa”, Queen of the Amazons, and is on the State Seal, wearing armor, sitting overlooking San J<<?<I@K8><?@JKFIP=8:KJ›G8><(0




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he Manny Serrano family commitment and belief in the communities of the High Desert inspired the establishment of the successful Edible Arrangement Franchise in 2007. Credit for the success of this business is given to his community involvement. Mannyâ&#x20AC;&#x2122;s community service includes leadership as the Director/Trustee on the Board of High Desert Hispanic Chamber and the Victor Valley Community Hospital Foundation. For the past three years he has served as the Director for the State of California Hispanic Chamber of Commerce. Born in a small steel mill town in Ohio, he was drafted into the US Army following graduation from high school. He served in the 101st Airborne Infantry Division in Viet Nam. Manny attended the Non-Commission Officer School at Ft. Benning, Georgia. Following his military service, he graduated from Cal State Northridge University earning the Bachelor Degree in Communications. After 23 years with Performance Polymers, a worldwide postindustrial polymer recycling company, Manny retired as the CEO. Manny and his wife have been married for 22 years enjoying the High Desert life and community. Manny and his wife Tammie and their three sons moved to the High Desert in 1990.

Carmen Rocha


orn as the eldest of 12 children, she moved to the United States in 1976 with her parents, Jose and Isabel Rocha from Jalisco, Mexico. Upon graduation from high school in Ohio, Carmen worked in bridal shop where she loved helping brides to feel beautiful. She felt that this job was perfect for her as one of her passions is making a difference in the life of others by helping them. Following this passion, Carmen was employed as a make-up artist and consultant with the Estee Lauder Cosmetic Company. She credits her father for her work ethic and her mother with her development of compassion. Her mother also contributed to her work ethic at a young age. Carmen learned crocheting from her mother. They will then travel to Guadalajara to sell the products that we made. With the passing of her mother at the age of 48 leaving 12 children ranging in age from 6 to 13 years, Carmen put the love and compassion she was taught by her mother by becoming the one to raise her siblings. For many years she had a dream and desire to become a business owner so that she could continue to help others in a greater way. She clung to Mathew 6:33 and God honored her faithfulness and by His Grace and Mercy that dream became a reality in 2008, Carmen become the only woman owner of an El Pescador Restaurant. El Pescador is a chain of eleven restaurants, all family owned. This has opened many doors of opportunity to help people in the community and especially the orphans in Mexico. Carmen has been able to sow seeds of hope and love and for that she is thankful to her Lord and Savior Jesus Christ.


Manny Serrano




Does Heritage Dictate Habit?


y the time I was old enough to attend school; I had already been working in the cotton fields with my family and drinking. I was born into a poverty-stricken migrant-farm worker community in South Texas. My mother ruled with an iron fist and my father was a passive man. My mother was up at 2 a.m. to prepare food over an open fire in our one-room house. We labored as a family in the excruciating Texas heat and humidity. In the 1950s and 1960s, daily wages were based on the weight of the cotton picked by each family. I remember my mother pulling my infant brother on a cotton sack behind her as she stooped over working for 14-16 hours each day. The conditions were unforgiving on the adults and they robbed children of their childhood.

become a good man. I even considered death and that was my reason for joining the Army to go to war. After my training, I began working with returning Vietnam veterans who had lost faith and were giving up on life. We shared many similarities and unknowingly, by helping my fellow soldiers and their families, I was finding my way. I worked and volunteered in a desperate attempt to redeem myself and prove that I was worthy of God's love. While raising my own family, I found myself imitating my mother's parenting style. Although my mother never acknowledged the abuse, I sincerely forgave her and I took the time to get to know work. The family reputation was of her before her death. I began to see utmost importance. I was abused a mother who loved dancing and at school and at home, and I repassed away six credits short of belled. My parents believed that I completing her high school diplowas broken and beyond repair, and ma. I was blessed by my parents they were unsure of what to do. I with a strong work ethic and a wanted to be a “good” person and belief for the love of God. contribute to my community, but survival was my immediate motiDespite the routine habit of usI have dedicated over 40 years ing physical abuse, the destitute vator, so I ran away from home. I of my life to working with youth believed that I didn't have a place living conditions, and the lack and families-assisting them with of formal education, my parents in this world and I was angry at my their challenges and recognizing God for allowing such atrocities to and celebrating their successes. were proud people who placed occur to a little boy. high expectations on their chilI have mentored 160 youth and dren. For me, “Do well in school” discovered that to benefit children, was followed by, “Or else!” Doing As years went by, my anger and I needed to address the family as well in school meant not putting resentment grew in intensity. I a whole. Therefore, I used a family displayed increased aggressive the family reputation at stake systems approach to develop the 12 by getting in trouble, which was behavior and would easily engage Powers of Family Business. The 12 anything from speaking Spanish in conflicts. I was ashamed of my Powers of Family Business inconduct and I feared I could never in school to forgetting my homecludes a variety of concepts

ranging from the Power of Humor and Forgiveness to the Power of Planning and Setting Goals. It is based on my life and understanding of a child's need for nurturing and warmth. It is comprehensive and researched-based and it has been shown to be just as effective for families who want to improve family communication as it is for families in crisis. I facilitate the 12 Powers in English and Spanish through partnerships with the San Bernardino County Superintendent of Schools, the San Bernardino Diocese, and school districts throughout San Bernardino and Riverside counties. Bishop Barnes has graciously turned his parishes into classrooms and County Superintendent Gary Thomas provides resources in support of this effort. It is our collective vision and our passion to help youth, families, and our communities regardless of a person's ethnic or religious affiliation. National Hispanic Heritage Month is one more opportunity to celebrate families. As Maya Angelou is often quoted as saying, “We are more alike than we are unalike.” All too frequently, J<<?<I@K8><›G8><(0




Dreamers, Visionaries & Leaders Project Our primary purpose is to help establish and preserve the legacy of the High Desertâ&#x20AC;&#x2122;s evolving cultural diversity. We also support education and encourage cultural awareness of our American history.


If you are interested in learning more about us and ways to get involved, contribute and support â&#x20AC;&#x201D; Contact us, (760) 242-2487 / (760) 242-8877 or visit www.hdcfoundation.org Hispanic Heritage Month Celebrating Hispanic Americans, their culture and contributions to the United States

For more information, call 760.243.2140 or visit www.dcbk.org



eri was born in Cuauhtémoc, a small town in the State of Durango, Mexico. Her parents followed her grandfather to the United States where her father was able to obtain a job in the construction industry. Like her grandfather, Teri's father also worked in the agriculture industry under the Bracero program. Teri credits her grandfather and father for her work ethic today. She began her career in the banking industry twenty seven years ago as a part time teller. Moving up in the ranks, she has worked in many offices supporting both the Operations and Sales at DCB. Her past positions include supervising and mentoring new employees as well as supporting the branch management within specific markets. In June of 2011, she was promoted to High Desert Marketing Officer for Desert Community Bank, a division of East West Bank. The following September, 2012, she obtained a Certificate in Marketing through the UC Riverside Extension Program. As the High Desert Marketing Officer, she spends her time developing programs and bringing financial literacy to the elementary students at the local schools and non-profit organizations. In addition to her banking career, Teri is very active in several community organizations such as serving as the Chairman of the Adelanto Chamber of Commerce, Treasurer of the High Desert Hispanic Chamber, and the Advisory Board of the Salvation Army of the Victor Valley. She is a Rotarian in the newly formed Adelanto Club. Teri along with her husband of twenty five years, Fidencio, and their three daughters, moved to the High Desert in 2004. J<<K<I@FIK<>8›G8><(0

Cesar Millan

(Cesar Augusto Tadeo Millan Salazar)


esar Millan was born in Ciudad Bolivar - Venezuela. Since a very young age, his passion was to play soccer and baseball, believing that he could become a professional soccer player one day. In his words “Life proved him wrong,” and instead he discovered another passion in his life; working as an engineer. Cesar had a regular education from kindergarten through his University years. He graduated in 1988 as a Mechanical Engineer. Immediately after graduation, CEMEX -Venezuela hired him as an Engineer in development. During his first years in CEMEX he started reinforcing the values instilled in him by his parents. Values that made him believe “That nothing is more important than family, hard work is my life style; transparency, respect, and loyalty are my best cards to keep climbing positions in every company I work for.” In 1989 Cesar married Belkis, who has been his wife and best friend for almost 25 years. Together they have built a family that is the pride of his life. The father of four kids (Maria, Cesar, Deborah and Ivanna), Cesar credits them as his biggest motivation to succeed. During his career in CEMEX Venezuela - After being an Engineer in development, he assumed several positions, such as Mechanical engineer at the Power Plant with the capacity to produce 90MW (Energy for more than 45,000 homes); Project Engineer; Chief of the mechanic department, and later the J<<:<J8ID@CC8E›G8><(0


Teri Ortega


LIFETIME ACHIEVEMENT Earlier this year during the High Desert Hispanic Chamber of Commerce's Annual Cinco de Mayo celebration, Felix G. Diaz was honored for his Lifetime of service to the High Desert community. As you read the following interview and profile, indeed he is richly deserving of the honor. Thank you Mr. Diaz for your extraordinary dedication and commitment to community service. Your legacy imprint... “Footprints on the Mojave.”

Q: What is your passion?

yourselves look like peacocks. Have re

A: My love of God, my beautiful wife, my great Country, and the children I teach!

To Boys: Respect women, remember t and your moms are (were) women. Be live the Golden Rule!!

Q: What person, living or from history, would you most like to have dinner with and why?

Q: Tell us about the charities that are clos why.

A: With The Lord Jesus Christ or with John F. Kennedy

A: I have several: The Lord's Table. No country should go hungry! The Americ Veterans Organization. To know their them for the work they do, and have do

Q & A with Felix Diaz ?`jgXe`Z?\i`kX^\Dfek_)'(*sK_lij[Xp#J\gk\dY\i(0#)'(*

Q: Who is someone who had a big influence on your life? Opening up about life in the High Desert Originally published July 11, 2011 (Reprinted by permission) A: There are several; including my three older brothers. From Daily Press Staff Reports But a great gentleman named Mr. Larry Manning (my Commandant of Cadets at VVHS) was my role model in my Q: What's your favorite sports team and Felix Diaz was born and raised in Victorville 77 years young high school years. ago. He grew up in the E Street Barrio, attended a A: At one time, sports were my first an segregated elementary school, Eva Dell, graduated from Q: Describe your world view. don't care for professional sports. I do VVHS 1953, attended Antelope Valley J.C. 1953-54, and The University of Notre Dame, and US lettered in 3 major sports. He went in the Army and A: We need to follow the lives of Jesus Christ, Mahatma returned in 1959. He graduated with an A.A. from Allan Ghandi, Cesar Chavez and especially Martin Luther King. Q: What is something you are particularl Hancock College in Santa Maria in 1961, earned a B.A. from Cal-State Los Angeles in 1967 and received a Masters degree from Chapman College in Orange in 1971. Diaz began teaching in 1961 and has four life teaching credentials. He has taught for 46 years, at all levels, from kindergarten to college, including 23 years at Victor Valley College. He coached basketball at VVC for eight years and football and track at Victor Valley High School for eight years. Q: Describe a special memory you have of the High Desert. A: Teaching my first teaching job for the Adelanto School District, especially George AFB, 1961 Q: What do you do in your free time? A: What free time?? Q: Tell us one thing that most people don't know about you. A: There are four things I am very proud of, and will never relinquish, and will die with: 1) I am a Christian Catholic 2) I am an “outspoken Democrat” 3) I am a staunch “VVHS Jackrabbit” 4) I have never been faithful to only one lady (of several) except my beautiful wife Margaret!!

Q: What is your favorite quotation?

A: My beautiful wife Margaret, and th prints from the Barrio”, my life story A: From Mexican Hero Emiliano Zapata: “I would rather 2004. Also, the fact that I sang to “Nu die on my feet, than continue living on my knees ... If they Guadalupe (Las Mananitas) on July 16 burn your homes, build them on the hillside, if they kill birthday), wearing one of my Charro T your children, bare more, but live” Another favorite is from companied by a Mariachi at the Basill Martin Luther King, “It is better to live as brothers, or we Guadalupe, in Mexico City, before dail will die as Fools.” founder and builder of the Old Town V Memorial in 1996. Q: Tell us about your faith. Q: What's your favorite movie and why? A: I was baptized and raised a Catholic. I became a “fallen away Catholic” at one time in my adult life, but was inA: There are several: “Patton,” “The 1 spired by “La Virgen De Guadalupe” and my Lord Jesus “The Godfather” series, “Giant,” “Law Christ. I returned to Catholicism several years ago, never “Ghandi,” “Ben Hur,” and other true s to leave again. those that teach a lesson. Remember, average bear and have the opportunit Q: What words of advice do you have for the next generation? movies. A: I constantly tell my students: “Keep your eyes, and ears open, and your mouth shut, you will learn something”!! Also, “You are a creation of God. Without His permission, you are not able to even breathe.” Love God, your families, and your Country. Be proud of who you are!

Q: Tell us about your favorite thing about

A: The weather, the friendly people, its Q: What is the best thing about your job?

To young ladies: stay clean, and pure. God created you, and A: (I am now retired) but do volunteer do not desecrate your bodies with metal, tattoos, making people on several subjects, especially C

espect for yourselves.

the mother of God, true to yourselves,

se to your heart and

o one in this great can G.I. Forum, a history, is to love one since 1948. why?

nd only care. I really o enjoy college sports, SC football.


tary Science) at several schools, especially Sixth Street Prep. Elementary School.

Alternatives, a gang/drug intervention program.

Q: What book had a significant impact on you?

Mr. Diaz was a member of the Victor Valley High School District Board of Trustees for eight years; was the founder and a member of Los Dorados Del Valle organization; was a board member of the then newly formed Hispanic Chamber of Commerce; a member of the Institute for Social Justice; sat on the Victor Valley Museum Board of Directors; a member of the Victorville Youth Accountability Board. He volunteered for eight years as an assistant football coach at Victor Valley High School from 1967-71 and 1983-87.

A: The life story of Cesar Chavez, “Among the Valiant” (a true hard-hitting saga of the Mexican American soldiers) and “The Conquest of the New World.” Q: Tell us about a special vacation. A: Going back by train, to where I was stationed in the military. Maryland, and Washington D.C., seeing the many beautiful memorials (The only vacation Margaret and I have ever had). Q: What makes you tick? A: Being loyal to my God, my family and my Country, being enthusiastic with kids.

ly proud of?

he Book, “Footwhich I wrote in uestra Senora de 6, 2004 (my mom's Trajes (suits) aclica of Our Lady of ly Mass. Being the Victorville Veterans

10 Commandments,” wrence of Arabia,” story movies or I am older than the ty to have seen more

t the High Desert?

s Children!

r teaching young Cadet Corps (Mili-

Q: Tell us about one thing you want to accomplish in life. A: The Lord has already let me accomplish what I had always wanted to in life. Q: What's your favorite place to eat in the High Desert? A: Any place that has good healthy food. Q: Where do you see yourself in 10 years? A: Hopefully alive, here in my beloved High Desert, depending on what My Lord says! Q: What's your favorite guilty pleasure? A: Eating sweets, and Menugui (Menudo). Q: Tell me about a happy memory in your first car. A: Going out with my first girlfriend (who became my first wife) taking her to the drive in, driving to AVJC in Lancaster, playing sports there. Q: Is there anything else you'd like to say? A: I would like to see all of our men, and women fighting oversees, all come home and that the world live in peace!

Reprinted by permission from “Footprints on the Mojave”

Mr. Diaz was appointed to the San Bernardino County Museum Board of Directors in 1996 by then Supervilifelong resident of the Victor Valley, Felix G. Diaz was sor Kathy Davis; has been a member of the Board of Directors for the elected to the Victorville City Council in November 1992 and Victor Valley Public Development served four years. Born in Hesperia, Corporation of the City of Victorville California, he received a Bachelor of since 1993; is responsible for the Old Town Victorville Veterans MemoArts degree in Elementary educarial, which was erected in 1996; was tion from California State University, Los Angeles, in 1964 and a Mas- appointed to the Selective Service ter Degree in Education/Counseling System Board by President Bill from Chapman College in 1971. Mr. Clinton and Governor Pete Wilson in 1993; has been Commandant of Diaz was the Counselor and DiCadets at Victor Valley Junior High rector of E.O.P.S. at Victor Valley College in Victorville, California, for School since 1996, he himself, was a cadet at the same school from 23 years before his retirement in 1993. He also coached Victor Valley 1949-53; was appointed member of College basketball for ten years from the San Bernardino County Fair 1970-76 and 1980-84, and track from Board of Directors by Governor Gray Davis, 2002; was awarded the 1971-73. Hispanic Advocate of The year, 2002 by Hispanic Lifestyle Magazine; and Mr. Diaz served as Victor Valley in 1998 founded and is commander College's Ethnic Minority Program of the American G.I. Forum, CasilCoordinator from 1971 until 1976. las/Rodriguez High Desert Chapter. In addition to his experience at the college, he also taught at Victor Valley Junior High School, Adelanto Mr. Diaz currently serves as a ComElementary School, and George Air munity Liaison for San Bernardino County 1st District Supervisor Force Base Elementary School. Robert Lovingood. He is the founder/director of





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Evolvement of Hispanic Marketing



n all of the difference of opinions, you will certainly hear mention that Hispanics are; corazon: heart, sensibilidad: sensitivity, afecto: warmth, demonstrate dignidad: dignity, respeto: respect, lealdad: loyalty, orgullo de tradicion: pride of tradition, and of course machismo: biological superiority of the male. These are in part some ingredients that make up our Hispanic culture, that move us to make the choices we make, such as; being a united and close knit culture in the best and worst of times. It is often the practice of our heritage and culture that may give the appearance of alienation and exclusivity (remaining amongst our own) to non-Hispanics. As the census and other reputable data sources indicate the Hispanic population is the fastest growing minority group in our country. What does that mean to corporate America? Well for starters it means we are tracking on the radar as prominent primary consumers. Our population is specifically being marketed to and the range of interest is quite diverse. Since our economic downturn, we’ve seen


numerous American households transform to multigenerational housing (with two or more generations living under the same roof). For the Hispanic culture this is more of a traditional practice and lifestyle. Within our culture it is not viewed as a new appealing trend, instead it is embraced as a lifestyle that makes for easier care of our children and elders. Other benefits of multigenerational housing include support of single parents who are the primary breadwinners and shared expenses. Within the average Hispanic household there is diversity in age demographics; grandparents, young parents and children. Each age demographic has their preference but all are exposed to a mix of media. Spanish remains the primary language spoken amongst Hispanic adults. More than 50% of Hispanic adults pay attention to a product when it is advertised in Spanish versus when it’s advertised only in English. I have worked in Hispanic language Radio in the Victor Valley since 1994. When news outlets reported “Hispanic market growing at prevalent

rate” Advertising agencies (many that I had been calling on for some time) began sending and purchasing ad buys for health care, auto industry, and communication products just to name a few. Local general market businesses did not sign on right away; however, our local Hispanic owned business advertisers were flourishing. I was curious, about the disconnection with the local general market, so I engaged in many areas of the community, becoming an advocate for our special market to bridge the gap. Soon I realized that change was happening and being achieved at a local general market level. Indeed that was an exciting and groundbreaking time for the High Desert. Spanish-language media is essential to a changing acculturated, and more U.S.-born Hispanic population. Though the more acculturated the person is, the less brand loyal they are. Businesses can capture the hearts and minds of these consumers at early stages of acculturation. In the J<<D8IB<K@E>›G8><(0




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Hispanic Heritage Month is an annual tradition in which people of Hispanic descent celebrate their culture and the many things that make their culture unique . Hispanic Heritage Month is celebrated from September 15 to October 15. September 15 marks the anniversary of independence for five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. Mexico declared independence on September 16 and Chile on September 18. Therefore, this time of the year is particularly momentous for Hispanics. The month-long celebration of Hispanic culture is an attempt to recognize the cultures and history of American citizens with Hispanic ancestry. In 1968, with Lyndon Johnson as President, Congress passed a resolution to observe Hispanic heritage for a week-long event . It wasn't until President Ronald Reagan, in 1988, expanded the week-long commemoration to a month-long celebration that National Hispanic Heritage Month became law. Hispanic Heritage Month honors the impact Hispanic culture has had on various parts of American society, including the arts, business, politics, and science. The Hispanic population continues to grow in the United States, and this segment of the population has made and continues to make many notable contributions. As of 2010 Census results, there were more than 50 million Hispanics living in the United States, which is up from just more than 35 million reported by the U.S. Census Bureau in 2000. Hispanics have remained the fastest-growing minority population in the country, and their numbers, and contributions, figure to continue growing. • • •

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Hispanic Heritage Month


past year, Spanish-language media fared better overall than their English-language media counterparts. Furthermore, to reach them, is to understand how the culture defines their identity. Through cultural awareness and understanding, business can better identify Hispanic purchasing trends and brand loyalty. It is key to remember that to communicate with us is to communicate using the culture rather than speaking to us in our language. Hispanics will invest in your brand because they see that you value cultural ingredients. Getting to know and better understand the culture of Hispanic consumers will ease the gap that may exist between us and businesses from various sectors of industries. Iris Gutierrez is currently a Marketing Consultant for local Spanish radio station VICTOR 1590. Ms. Gutierrez is also a community advocate very involved with several community based organizations.






Through Teri's daily examples, both personally and professionally, she exemplifies, with hard work and persistence anything is possible. Her faith in God is important, The Lord and her family have always been a priority.

we focus on our differences and fail to consider our similarities. Why not view our differences as strengths? Each one of us can positively contribute to our community to improve the quality of life for all; through helping others we can heal ourselves

groomed his leadership skills.

for CEMEX - USA and the second largest cement plant in the coun=IFDG8><(( In 2000 Cesar was transferred to try. Moving to the USA placed the corporate offices in Caracas in front of him new challenges; Maintenance Manager (1995). As - Venezuela. There he worked for a including how to improve Safety, Maintenance Manager he was few months before being relocated Environmental, Plant Appearance, responsible for more than three to Mexico to assist the Vice Presi- Teamwork, Communication, Comhundred employees including more dent of Operation in organizing munity involvement, Union Relathan 15 engineers. It was during the Production and Maintenance tionship, and Customer Services. this time period, that he was proDepartment of 10 plants in Mexico. Cesar says with his limitation of vided several trainings in Venezu- In 2003, Cesar arrived in Victorthe English language, it was a real ela, as well as, in other countries ville, with the new title of Assistant challenge that he's now overcome that consolidated his cement Plant Manager. The Victorville successfully through hard work, education and more importantly Plant is the largest cement plant dedication and leadership.

• “San Carlos Borromeo De Carmelo” SAINT CHARLES BORROMEO OF CARMELO, Now called Carmel. “La Puente” THE BRIDGE (feminine version) “El Camino” THE ROAD “El Cajon” THE BOX “Los Gatos” THE CATS “Los Banos” THE BATHS “Los Osos” THE BEARS “La Mesa” THE TABLE “Chula Vista” BEAUTIFUL VIEW “La Mirada” THE LOOK “Loma Linda” PRETTY HILL “Las Cruces” THE CROSSES “Belen” BETHLEHAM “Santa Fe” HOLY FAITH Any name that has the pre-fix SAN, SANTO, SANTA, MEANS SAINT. individually and as a society. Join me in a 12 Powers of Family Business session and discover for yourself that our heritage does not dictate our habits. Your life matters. Article written by Marcelino “Chico” Garza, Special Assistant to the Superintendent, San Bernardino County Superintendent Schools

Promotion as the Plant Manager of the Victorville plant came in 2007. In 2011 Cesar was selected to serve on the High Desert Hispanic Chamber of Commerce as a Board of Director of the High Desert Hispanic Chamber of Commerce. Cesar is motivated and committed to help and support initiatives created to develop a better place to work and improve the quality of life in the High Desert.


Texas (Tejas) ROOF TILES New Mexico (Nuevo Mejico) =IFDG8><, NEW MEXICO • “Nuestra Senora La Reina de Los Angeles de Pronciucula” OUR Francisco Bay, with a Grizzly Bear LADY QUEEN OF THE ANGELS, at her side. The Spanish believed OF PRONCIUCULA Now, called that California was governed by “Los Angeles”. Women, led by Calafia/Califa. due • “El Sacramento Del Altar” THE to a book written in the late 1400’s by “Esplandan” A Spanish “science SACRAMENT OF THE ALTAR (OR THE BLESSED SACRAfiction writer, describing California as an Island. Esplandan even drew a MENT) Now called “Sacramento”. drawing of what the State of Califor- • “San Miguel Arcangel” SAINT MICHAEL THE ARCHANGEL nia looks today. • Do you know what the Span- now called San Miguel • “El Paso De Los Robles”, THE ish named cities in the southwest PASS OF THE OAKS now called mean and what the full names are? Paso Robles Here are some examples: • “San Luis Obispo de Tolosa” STATES: SAINT LUIS BISHOP OF TOLOSA Colorado.....THE COLOR RED Now called San Luis Obispo Montana......MOUNTAIN





Notable Hispanics Esteban Bellan


Born in Havana, Cuba, in 1850, Esteban Bellan would grow up to become the first Latin American to play professional baseball in the United States. Bellan reportedly learned the game from American sailors, who brought baseball to Cuba. By the time Bellan was ready to attend college, he chose St. John’s College, which is now known as Fordham University, in New York City. Bellan joined the school’s baseball team, and played for the team until his graduation in 1868. Upon his graduation, Bellan played one season for Union of Morrisania, which was a member of the National Association of Baseball Players. During that season, Bellan and his teammates would win a championship. After that championship season, Bellan would switch teams, suiting up for the Troy (N.Y.) Haymakers. Bellan would play for the Haymakers for four seasons, including the 1871 season, when the team joined the National Association of Professional Baseball Players. It was May 9, 1871 when Bellan made his official debut as a professional baseball player. During the 1871 season, Bellan played in all of the team’s 29 games, including 28 games at third base. He would play one more season for the Haymakers until the franchise folded after the 1872 season. In 1873, Bellan joined the New York Mutuals, playing eight games in his final season in professional baseball in the United States. Though his career in American professional baseball was a relatively modest one, his role in setting up the first organized baseball game in Cuba in 1874 was so pivotal that many Cubans consider Bellan to be the father of Cuban baseball. In addition to his role as an organizer, Bellan’s exploits on the field continued upon his return to Cuba, where he served

as both player and manager for Club Habana, a team he would eventually lead to three Cuban League championships. Bellan passed away in Havana 1932. He was post- eponymous band became humously inducted into the Fordham University known for blending the sounds of Hall of Fame as a member of the class of 1989-90. rock, jazz, blues, salsa, and African rhythms. Oscar Hijuelos Santana and his band’s growing popuBorn to Cuban immigrants in 1951, New York larity was on display at the famed WoodCity native Oscar Hijuelos would grow up to bestock Music & Art Fair in 1969, where come the first Hispanic to win the Pulitzer Prize for the band’s performance is considered a fiction. He won that prestigious award for his sechighlight of the historic festival. It was ond novel, “The Mambo Kings Play Songs of Love,” that performance that heavily influenced a bestseller that earned the author international Clive Davis of Columbia Records to sign acclaim. The book would later be turned into a film the band to the label. starring Antonio Banderas and Armand Assante, In addition to his work with the band, and in 2005 the author himself adapted the novel whose personnel changed so frequently for the stage. that Santana himself was soon the lone Growing up in Manhattan, Hijuelos overcame member of the original trio to stay with a childhood ailment and went on to study writing the band, Santana performed with legat the City College of New York, where he earned endary musicians such as Buddy Miles, his Master’s Degree in 1976, studying under such Herbie Hancock and John McLaughlin. renowned literary talents as Donald Barthelme, Though he’s known for experimenting Susan Sontag and William S. Burroughs. and embracing various styles of music over A recipient of the 2000 Hispanic Heritage Award the course of his career, Santana’s distinct for Literature, Hijuelos frequently explores what sound remains one of the most recognizit means to be Hispanic in America in his works, able in music. That sound experienced a which include “The Fourteen Sisters of Emilio rebirth in the late 1990s when Santana, Montez O’Brien,” “A Simple Habana Melody (from who’s record sales had dwindled considerwhen the world was good)” and a 2011 memoir titled ably throughout most of the decade, was “Thoughts Without Cigarettes: A Memoir.” reunited with Davis, who was at the time Hijuelos continues to write and has taught writ- running Arista Records. Davis encouring at Hofstra University in New York and at Duke aged Santana to record “Supernatural,” University in North Carolina. an album featuring a variety of younger artists, including Rob Thomas, Dave MatCarlos Santana thews and Wyclef Jean. The album proved Legendary musician Carlos Santana was born in a tremendous critical and commerical suc1947 in the town of Autlan de Navarro, Mexico. The cess, winning eight Grammy Awards while son of an accomplished violinist, Santana learned introducing Santana to an entirely new to play the guitar at the age of 8, and it wasn’t long generation of music fans. before the young guitarist began playing in clubs. Inducted into the Rock and Roll Hall Though music has played an integral role of Fame in 1998 along with the original throughout Santana’s life, it was not until the early members of Santana, Carlos Santana has 1960s, when his father moved the family to San won 10 Grammy Awards during a career Francisco in order to find work, that Santana was that has spanned decades and he is uniintroduced to a variety of musical styles that would versally considered one of the greatest go on to shape his unique sound. After deciding to guitarists of all-time. devote himself to music full-time in 1966, his — Metro


he Hispanic Heritage Foundation was established with a goal of inspiring and highlighting the accomplishments of Latinos through national leadership, cultural and educational programs. Each year, the foundation, together with the White House, presents the Hispanic Heritage Awards to honor Latino leaders who have made positive impacts in their communities. Established in 1987, the Hispanic Heritage Awards commemorated the creation of Hispanic Heritage Month. Since its inception, celebrities, business people, community leaders, physicians, public officials, and innovators have taken the stage at a black-tie event at the John F. Kennedy Center for the Performing Arts in Washington, D.C. Notable Latinos from the fields of arts, education, leadership, literature, math/science, and sports are honored, and a Vision and Lifetime Achievement Award is presented annually as well. Receiving a Hispanic Heritage Award is a great honor, as these awards are presented to Latinos by other Latinos. In recent years, Jimmy Smits, Antonino Banderas, Jamie Escalante,

Denise Chavez, Sammy Sosa, Soledad Oâ&#x20AC;&#x2122;Brien, and Oscar de la Renta have all received awards. Additionally, since 2011, the NFL has partnered with the Hispanic Heritage Foundation to present

NFL Hispanic Heritage Leadership Awards in each of the 32 NFL markets. One of the 32 recipients is asked to receive their special award at the Hispanic Heritage Awards event. A separate honor for youngsters is bestowed through the Hispanic Heritage Youth Awards, a program that has been in existence for 15 years. The Youth Awards are given to Latino high school seniors who have excelled in the community and the classroom. The awards teams review more than 10,000 applications. Students must have a grade point average of 3.5 or higher, and they must be role models who help shatter negative stereotypes. The various categories in which students are honored include business and finance, education, engineering, fitness, healthcare, media, science, and technology. Winners receive grants for education or community projects. The Hispanic Heritage Awards are just one way that the Latino community pays hommage to innovators and special people who are proud of their heritage and accomplishments. â&#x20AC;&#x201D; Metro

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Awards given to recognize Hispanics


Hispanic culture on display across the country



ispanics from all walks of life have made numerous contributions to the world. In recognition of those contributions, talks of celebrating Latinos in a museum in the heart of the nation's capital continue. The campaign to build an American Latino Museum not only has support from various politicians, but also some well-known names in Hollywood. Mario Lopez, Eva Longoria, Rita Moreno, Chita Rivera, and Prince Royce are just a few of the celebrities who support the project. A growing number of people have developed an entire organization in support of the American Latino Museum called The Friends of the American Latino Museum, which is referred to as FRIENDS. In addition to political and celebrity supporters, FRIENDS has garnered a grassroots network of almost 350,000 supporters. It will ultimately be up to Congress to decide if the Smithsonian American Latino Museum will become a reality. Until that happens, those interested in exploring Hispanic culture can visit a number of other cultural sites. Here is just a sampling of the various places available to the public.

Museo de Las Americas This museum based in Denver, Co., educates visitors about the diversity of Latin American art and culture. It features exhibits from ancient culture to contemporary artists. The museum houses the second largest collection of Mesoamerican objects in Colorado, with an expanding collection of more than 4,000 objects that provide a testament to the lineage of Latin American Culture. El Museo del Barrio In the heart of New York City lies El Museo del Barrio. It is a museum designed to present and preserve the art and culture of Puerto Ricans and other Latin Americans living in the United States. The museum regularly sponsors programs, educational activities, festivals, and special events. Cabrillo National Monument Located in San Diego, Calif., this monument honors Juan Rodriguez Cabrillo, who was the first European to set foot on what is now the western coast of the United States. The park offers a perfect view of San Diego's harbor and skyline. At the highest point of the park stands the Old Point Loma Lighthouse, which has been a San Diego icon since 1854. El Camino Real de los Tejas In Sante Fe, N.M., visitors can walk along a trail that runs from the Rio Grande to the Red River Valley. It is a

journey that celebrates 300 years of Louisiana and Texas frontier settlement and development that eventually extended a "royal road" to Mexico City, Mexico. Fort Mantanzas National Monument Fort Mantanzas once guarded St. Augustine's southern river approach. This was during a time of major conflict between European nations as they fought for control in the New World. The monument still stands, and the plants and animals that survive on this barrier island are protected.

National Museum of Mexican Art The National Museum of Mexican Art in Chicago, Illinois boasts one of the most prominent displays of Mexican art and culture in the United States. It also is home to one of the country's largest Mexican art collections, with more than 7,000 pieces from ancient Mexico to the present. â&#x20AC;&#x201D; Metro

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Profile for High Desert Media Group

Hispanic Heritage  

Hispanic Heritage