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It Takes Customers to Rebuild the City

By: Susan BeckTue Dec 18, 2007 at 5:41 PM
Urban entrepreneur Jose Legaspi uses his street smart approach to marketing to revitalize L.A.'s Hispanic community.

Until three years ago, Legaspi described himself as apolitical. Then he became the television and radio voice in Spanish-speaking Los Angeles for entrepreneur-turned-politician Richard Riordan, helping him win the race for mayor. Now Legaspi is on the city's influential board of water and power commissioners, the largest municipal utility in the United States.

The lesson hasn't been lost on him: he's pressing ahead in local and community politics as a way to gain more opportunities to practice his hybrid approach to economic development and social activism. Says Legaspi, "I always tell people, 'Don't promote, educate. Don't sell, advise.'"

Susan Beck (105251.2625@compuserve.com) is a writer based in San Francisco.

From Issue 06 | December 1996

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