HISPANIC ENTREPRENEURS TO WIN HONORS AT NEW LOCAL CELEBRATION.

Byline: Carol Rock Staff Writer

VALENCIA - Several local business people are in the running for recognition in the first-ever Excelencia Awards, but the real winners will be local high school seniors.

The awards, which are sponsored by the Hispanic Business Committee of the Santa Clarita Chamber of Commerce, will be presented during a celebration at the Hyatt Valencia on Friday evening. Organizers plan to use money raised to give at least five scholarships of $1,000 each to local Hispanic students who plan to go to college after high school graduation in 2005.

The event chairman, Paul De La Cerda, grew up in the Santa Clarita Valley and takes the mentoring part of these awards seriously.

``I surrounded myself with friends who were college-minded when I was in school,'' the 1993 Hart High graduate remembers. ``I was inspired to get a good education. Now it's our turn to provide that 'mentorship' for young people to go to college and use what helped us. Now we need to ask ourselves what we are doing to help them understand business and fiscal responsibility.''

De La Cerda was instrumental in starting a Latino chamber of commerce in Tulsa, Okla., and saw how it turned businesses around. He noted that recent demographic studies showed 23 percent of the local population is Hispanic.

``It's important, especially in terms of economic development in Santa Clarita, that we respond to the needs of business owners. Things are a little different for them. They may bring cultural differences or have needs that are unique. Language tends to be a barrier.

``Our job is to help them assimilate and embrace the differences,'' he concluded.

The committee has come up with a strategic plan that includes education and outreach efforts along with the mentoring of business owners.

``The Excelencia Awards (program) is an ideal forum to showcase the Hispanic business community, its culture and its economic contributions to expanding and diversifying the Santa Clarita and California economy,'' De La Cerda said. ``We're thankful for what these individuals and companies have done to support the Hispanic community, and we're honored to recognize them.''

Nominees may fall into one or more of the several categories: the Avance, which is given to the business of the year; the Amistad, which is presented to both individuals and businesses; and the Adelante, corporate partners with the community.

Jose Reyna, who is his parents' partner in owning the Saugus Superette, is nominated in the Avance category. He supports youth athletics and serves on the Newhall Redevelopment Committee.

``A lot comes from my father,'' he said. ``He came here in 1977 and was a dishwasher. He worked his way up to becoming a business owner and proved to me you can get as far as you want if you're willing to work hard.

``I believe in the community. My experience is that being a good guy, good things happen to me,'' he said. His nomination for the Excelencia Award took him by surprise. ``I was shocked. I'm always the silent guy, not very outspoken. But this valley has done some really good stuff for me. I even had front-row seats for Arnold (Schwarzenegger) when he came here.''

Other businesses in the running include La Rumba restaurant, also nominated as a corporate partner, for donations to nonprofit organizations; I Do Parties owned by Stella Pilarski, also nominated in the individual Amistad category, for countless hours of volunteer work; Margarita's Mexican Grill, a business started by Maria Acevedo and Jose Lucatera, who both formerly waited on customers at El Torito and worked their way toward restaurant ownership; M&S Pool and Spa Services, owned by Mario Olvera Jr.. who is actively involved with the Canyon Country Little League; and Pueblo Building Services, owned by the Maldonado brothers, who have aggressively sought to get Latinos to register to vote.

Latina entertainer Nancy Augusto will emcee the awards celebration, with entertainment provided by the award-winning Santa Clarita Ballet Folklorico. Tickets for the event are still available after organizers moved plans for the event to the main ballroom from a smaller room at the Hyatt because of the demand.

Carol Rock, [phone]

carol.rock(at)dailynews.com

IF YOU GO

The first Excelencia Awards, sponsored by the Hispanic Business Committee of the Santa Clarita Valley Chamber of Commerce, will be held Friday at the Valencia Hyatt. For reservations, call [phone].

ENRICHING COMMUNITY

Excelencia Award nominees:

Avance Award/Hispanic Business of the Year

--La Rumba Restaurant

--I Do Parties

--Margarita's Mexican Grille 

--Saugus Superette

--M&S Pool & Spa Services

--Pueblo Building Services

Amistad Award/Individual

--Stella De La Cerda Pilarski

--Gloria Mercado Fortine

--Errol Valladares

--Anna Villanueva Ott

--Lupe Lopez

Amistad Award/Business

--Chiquita Canyon Landfill

--Centro De Amor

--La Rumba Restaurant

Adelante Award/Corporate Partner

--Blue Barrel Disposal

--Chiquita Canyon Landfill

--Wells Fargo Bank

CAPTION(S):

photo, 2 boxes

Photo:

(color) Jose Reyna, his parents' partner in owning the Saugus Superette, is a nominee for one of the new Excelencia Awards. Winners will be named at a celebration on Friday.

David Crane/Staff Photographer

Box:

(1) IF YOU GO (see text)

(2) ENRICHING COMMUNITY (see text)