The City of South Tucson is investing in five long standing local businesses through a service-based program called “Elevate and Ignite South Tucson Entrepreneurs.”

The program is funded by a $10,000 grant from the Arts Foundation. Businesses include El Torero Restaurant, Baca Upholstery, El Casino Ballroom, McElroy’s Automotive Repair and Crossroads Restaurant.

All are legacy businesses in South Tucson. Artist Carlos Valenzuela, who created many of the murals in South Tucson, will also be an honorary participant of the program. 

“Their overall contribution to the city of South Tucson (is) very important in their own way. They’ve contributed to our culture, our economy, and to the community at large,” said Selina Barajas, South Tucson’s Community Investment Advisor. “It’s very important to make sure that they stay here for the next three generations, plus more.”

The program aims to assist longtime businesses that might have not have kept  up with the new wave of digital marketing or developed a strong online presence. 

“We are nothing without these communities, these businesses that have stayed here. We are here to serve them,” said Interim City Manager Veronica Moreno. “We have to work hard towards making sure that they succeed.”

Fred Martinez, manager of El Casino Ballroom, is excited to continue El Casino’s legacy and bring the business into the digital age with the program’s help. The event space is a key part of South Tucson and has hosted important moments in the lives of community members, including quinceñeras, weddings and other festivities

“As a native of South Tucson, I'm honored to participate in the program,” Martinez said. “I want to see South Tucson thrive just as much as anybody and I believe that this program will help businesses and it’ll be good for the city.” 

Martinez grew up in El Casino, back when his dad was the manager. He’d spend his weekends cleaning up after events to earn an allowance.

Now, he brings his children and grandchildren to meetings to continue the tradition of involving the next generation in his family in the business.

While Martinez doesn’t own the ballroom, his family has been managing it for generations. His belief, and that of the Latin American Social Club that owns the building, is that keeping El Casino in the family is critical. 

“They’ve all said, ‘Fred, you have to keep your family involved with the casino because they’ve got a heart in it, they believe in it.’ ‘They’re growing up in it like I did,” he said. “They will make sure that everything is in the best interests of the casino, like this program from South Tucson. It  will be good for the business, for South Tucson and for Tucson. So, you know, I'm proud and happy about this.”

Through a series of hands-on workshops, the businesses will receive a custom logo, a professional website to enhance their online presence, and business cards or brochures to connect with customers. They will also get one-on-one time with the program’s facilitator, Nicolette Gomez. 

Gomez is the Founder and CEO of Nopalito Network, a digital marketing startup specializing in web design, graphic design and social media marketing. She is Pascua Yaqui and has deep ties to South Tucson, working at a neighborhood print shop, The Gloo Factory. 

“For me, engagement is definitely a big measurement of success,” she said. “And just being able to help people understand as well that there's people that look like them in this community that can help them do all of these things.”

Barajas says that more than 40% of South Tucson residents are under the age of 18, which is part of the reason they’re helping businesses take on this challenge and introduce themselves to the younger generation, something the city itself is also trying to do.

South Tucson has recently launched social media pages where they’ve informed citizens on their new council and of events happening in the community. 

“We're actually, kind of alongside those legacy businesses, really trying to kind of relaunch the city,” Barajas said. 

The project will wrap up in March with a ceremony that honors the five businesses that complete the program. 

“These businesses are here to stay, and they're here to stay for many, many years,” said Moreno. “People are going to identify by seeing these ways of how we can help them showcase who they are, but also the new generations can reflect with their families and friends and bring people and invite others and hopefully help these businesses succeed and continue to succeed.”

Susan Barnett is Deputy Editor of Tucson Spotlight and a graduate student at the University of Arizona. She previously worked for La Estrella de Tucson. Contact her at susan@tucsonspotlight.org.

Tucson Spotlight is a community-based newsroom that provides paid opportunities for students and rising journalists in Southern Arizona. Please support our work with a paid subscription.