The Leadership of Alonso Corona
Building Bridges Building Businesses
Alonso Corona spent nearly two decades running Greene’s Cleaners, building a reputation for reliability, customer service, and steady leadership. Long before he ever imagined becoming CEO of the Napa County Hispanic Chamber of Commerce, he was already deeply involved in the organization as a business owner who understood the value of community networks.
“I was a Napa County Hispanic Chamber board member prior to COVID but had to leave during the pandemic because, like all business owners, ensuring the vitality of the business was a priority,” Alonso says. “I had free time after selling the business, so I rejoined the board. I really wanted to engage with the Hispanic community and start giving back.”
After COVID, the group had an interim executive director and hosted only small events. The board recognized that the organization needed renewed energy and a clear direction. They offered Alonso the position of Executive Director, which he accepted in 2020. His experience as a business owner, his long-standing involvement with the Chamber, and his commitment to the Latino community made him a natural fit.
As he settled into the role, it became clear that the Chamber needed structural changes to grow. The board decided to modify the bylaws and create a CEO position, formalizing the leadership responsibilities that Alonso had already taken on.
Today, the Chamber has more than 110 members and continues to grow. Alonso notes that the Napa County Hispanic Chamber of Commerce is the only chamber represented countywide for each city in Napa County. That reach is important because the Hispanic community is woven throughout the region’s workforce, economy, and cultural identity.
“Within our Chamber we represent not only the Hispanic owned businesses, but we represent the Hispanic community at large,” Alonso says. We have resources available to the business community in terms of access to capital, networking, marketing and we created a community that represents the workforce as well.”
The Chamber’s board of directors includes 13 members, and Alonso is the sole paid employee. It is a working board, organized into committees focused on events, marketing, finance and membership.
One of those board members is Erika Velazquez, who has served for three years and was elected chairwoman this year. She sees the Chamber as an essential part of Napa County’s business ecosystem. “I believe the Hispanic Chamber of Commerce is important as a resource and voice for our Hispanic business community,” Erika says. “I believe our work is important because when local businesses and community members have the support they need to succeed, the entire community benefits.”
Her pride in the Chamber is rooted in its mission and its impact. “I am proud of the Napa County Hispanic Chamber because it represents more than just business. It represents community, opportunity, and belonging. I am extremely proud of the way we support Hispanic owned businesses, the way we create connections and help people feel that their culture and contributions are valued. Our events bring people together and give our community a stronger voice. As Chair, I am proud to be a part of an organization that helps others grow and see them succeed.”
When asked about Alonso’s leadership, Erika says, “Alonso is an amazing CEO. He leads with purpose. He is collaborative and as a leader he is motivated not only by organizational results but by helping others succeed. He leads by building relationships, connecting people across different communities, and creating opportunities for small businesses and underrepresented entrepreneurs. His entrepreneurial background gives him a practical understanding of business, while his emphasis on inclusion and community empowerment makes his leadership people centered.”
Supporting the board is a 25-member Ambassador team, which Alonso describes as essential to the Chamber’s operations. “Our ambassadors are the backbone for both the board and for the Chamber,” he says. “We need hands to help support and run the Chamber because a one-man-show cannot operate efficiently and effectively. We rely on volunteers who are passionate about giving back and that is the team supporting our Chamber.”
Ambassadors recruit employers and employees to become members, assist with events, support marketing efforts through social media and email campaigns, and help secure locations for Chamber mixers. Their work is grounded in trust, which Alonso says is central to the Hispanic community. “Building trust with the Hispanic community is important. Our ambassadors are trusted Hispanic and Latino members who range from business owners, people who work in the nonprofit sector, community organizations and government.”
This year, the Chamber launched its first signature event, “Small Business Cosecha.” The word cosecha means harvest, and the event was designed to help business owners gather knowledge and tools that would support long-term growth. The seminars focused on three topics: practical uses of AI in marketing, accessing capital through loans, and building long-term wealth to leave a legacy for future generations.
For Alonso, visibility is the greatest concern the Chamber faces. “Our biggest task as an organization is reaching membership and letting them know that we exist,” he says. “We do outreach and we try to stay engaged, write articles, work with partnerships in government and with other business owners. My challenge is making sure that we are clear about what we do in sending the message out and making sure that the business owners truly understand that we are here to serve their organization as a trusted resource.”
He believes that running a successful business requires more than bookkeeping, marketing, or insurance rates. It also requires a steady workforce. “One of the unique things that we do is partner with the nonprofit sector which offers a lot of resources for the workforce. A good employee is someone who you know is stable with access to financial aid, healthcare and educational sources, including access to learning English. We know that 65 percent of the workforce here is represented by the Hispanic community, and it is important that the community understands that good business is also taking care of your employees.”
Alonso sees several challenges facing the workforce today, including access to resources, reduced hours, layoffs, and a lack of affordable workforce housing. “The definition of affordable housing and affordable homes does not quite meet the economic criteria of the workforce here. Workforce housing means smaller, condensed units that are under the $2,000 a month range. We have regular conversations with our partners at the city and the county
of Napa about compact units that are geared towards people who work here so they do not have to commute as often.”
The Chamber does not have a physical office. Its teams work remotely, meeting in person only for board meetings and events. Despite the lack of a central location, Alonso feels deeply connected to the community he serves. “I am really proud to connect with the Latino community,” he says. “I feel like my business experience sets me up for supporting them in the best way possible. I speak both languages fluently and that I can communicate with members who do not speak English well. I am proud that I can make our community feel comfortable and be a trusted source for them and make them feel comfortable in their own language.”
He also wants to dispel a common misconception. “The biggest misconception about the Hispanic chamber is that members need to speak Spanish. We have a lot of business owners who belong to both their city chamber and ours. You do not have to speak Spanish to be part of our organization. I think every business should be thinking about expanding to other types of networks. When they come to our mixers and networking events, the business community often realizes that there is another uncapped network that they can collaborate with, another revenue source. It is a different community they are currently not reaching and that is good business.”
The Napa County Hispanic Chamber of Commerce continues to grow under Alonso’s leadership, guidedby a commitment to economic opportunity, cultural connection,and community empowerment. For Alonso, the work is personal. It is rooted in his own experience as a business owner, his pride in his heritage, and his belief that strong communities build strong economies.
Comments