Growth & Prosperity in San Diego County

Tayde Aburto

August 7, 2017

6 MIN READ

Prosperity enables people to gain meaningful employment, pursue the opportunities they desire, lead productive lives, and build a future for their families and friends. As the Hispanic community continues to grow in San Diego County, Hispanic leaders in the region must have the responsibility to contribute to the economic empowerment of the Hispanic community. As Americans, it is our duty to be key economic drivers for growth and not an underperforming segment of the population. Numbers do not lie, our presence in San Diego County keeps growing by the year:

In 2015, there were 1.38 time more White residents (1.52M people) in San Diego County, CA than any other race or ethnicity. This is followed by Hispanic with 1.1M and Asian with 379,566. If we do not perform at the market average professionally, we are not going to be an asset to San Diego County.

Language

I have been living in San Diego County for a little over 11 years now. When I moved to San Diego in 2006, I spoke English barely enough to get myself around the city. My wife forced me to improve my English to be successful in the marketplace. I still have a strong English accent, and that is the next step I am working on to get better, but at least I am capable of handling business deals at any level.

38.1% of San Diego County, CA citizens are speakers of a non-English language, which is higher than the national average of 21.5%. The most common language spoken in San Diego County, CA in 2015, other than English, was Spanish with 22.5% of the overall population being native speakers. This was followed by Tagalog with 2.93% and Chinese with 1.31%.

When compared to other counties, San Diego County, CA has a relatively high number of residents that are native Other speakers. In 2015, there were 11,957 native speakers, approximately 8.08 times more than would be expected, living in San Diego County, CA.

I deal with hundreds of Hispanic business owners a year. I know that many of them do not speak enough English. Is that a barrier to personal and professional growth? You better believe it. However, it is not a good idea to neglect Spanish speaking immigrants at all. Why? Spanish speaking immigrants are already set up in San Diego County, many of them contributing to the growth of our local economy with their businesses. The economic empowerment of that niche is a top priority for me and many others in our community.

Many Spanish speaking entrepreneurs are not interested in taking their business to the next level; they are comfortable in the stage they are. For those who want to expand and become a greater asset to San Diego County’s economy, we must provide the resources that they need to grow. That is why our work, through the Hispanic Chamber of E-Commerce, is so relevant.

How can we grow economic prosperity in San Diego County when the median household income is $60K+?

According to Expatistan, cost of living in San Diego breaks down as follows:

Living Wage Calculation for San Diego County, California

Cost of Living and Prices in Similar City (NorCal)

Cost of Living, Prices in San Jose, California (United States) – MHH Income $77K

I compared San Diego to San Jose just because of the similarities that both cities have. San Jose and San Diego are as expensive, but MHH income is a little higher in San Jose. One way to increase MHH income in the Hispanic community is through the economic empowerment of the Hispanic business community. They can help to create high-paid jobs if we make doing business easy for them. Time to cut red tape and time for a tax reform that makes sense for small businesses.

Poverty by Race & Ethnicity

The most common race or ethnicity living below the poverty line in San Diego County, CA is White, followed by Hispanic or Latino and Unknown.

The Census Bureau uses a set of money income thresholds that vary by family size and composition to determine who is in poverty. If a family’s total income is less than the family’s threshold, then that family and every individual in it is considered in poverty.

Over 30% of Hispanics are in poverty in San Diego County. Are our elected officials and private sector doing enough to lower that statistic? I do not think so. Listen, many can argue that it is not a priority to reduce the percentage of Latinos in poverty, but I can tell you that they are dead wrong. When over 30% of the population are Latinos, it is a top priority for everyone to increase economic prosperity in that community.

Occupations

Someone asked me once, why do you have so much love for the Society of Hispanic Professional Engineers -SHPE? It is a no brainer! Highest paid occupations in San Diego are engineers. We need more Hispanic graduates with an engineering degree in San Diego County. One more way to increase economic prosperity in our community.

The most common occupations in San Diego County are not the best paid. We need more Latinos in STEM, Healthcare and business owners.

In 2015 the majority of students graduating from institutions in San Diego County, CA were White with 21,809 graduates. There were 1.45 times more White graduates than the next closest race/ethnicity group, Hispanic or Latino, with 15,036 graduates.

The San Diego Union Tribune wrote an article titled “Hispanic population growth has a big effect” back in 2011. One of the people interviewed mentioned:

“Essentially, the youngsters need baby boomers’ political and tax clout to boost educational resources, and then in 10 to 20 years the boomers will need those children to support them by sustaining the economy, said John Weeks, director of San Diego State University’s International Population Center. The most important thing is to get kids well-educated so that we have an excellent labor market,” Weeks said.”

Are those Hispanic “youngsters” really sustaining the economy? Not to the expected levels from what I see in neighborhoods with a high concentration of Hispanics.

One way to foster economic growth in the Hispanic community is by increasing the total number of Hispanic owned businesses in the County. Also, we need to make sure that the 43,000 Hispanic owned businesses in the region are not underperforming.

Hispanic business associations in the region must step up their game. We cannot positively impact the Hispanic business community by just hosting business mixers and galas. Our organizations must provide access to the business resources needed to succeed in a global economy.

If the Hispanic business community in San Diego County does not think big, they will keep generating net revenues under the market average.

It is a challenge to inspire those who are already comfortable with what they are currently making. The income produced by most Hispanic owned businesses in San Diego County may be enough to cover monthly expenses and stuff, but not enough to generate generational wealth.

We are committed to building economic prosperity in the Hispanic business community in San Diego County. Stay tuned for some of the new programs and initiatives that we are going to roll out through the Hispanic Chamber of E-Commerce Foundation over the next weeks.

Also, if you have the opportunity, please join us on September 7 at the Q & A event with Mr. Palomarez, President & CEO of the United States Hispanic Chamber of Commerce. An event that will kick-off our Q & A series with high-profile business owners from all over the United States and Mexico.

We have much work to do. We welcome feedback from anyone committed to building economic prosperity in the San Diego County area. It is a priority for all to get better business opportunities, better education and better neighborhoods for our families to live.

Respectfully,

Tayde

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    “Success only hits a moving target.” - @ramonwow #ramonwow 

Success loves movement. 

While others are: 

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#success
    Most people get this completely backwards. 

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- 20-year-olds making millions on social media 
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You don’t need: 

❌ A fancy degree 
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Just look at the data: 

2025: 33M small businesses in the US 
2010: 26M 
1990: 15M 

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#happy4th #happy4thofjuly #independenceday #happyindependenceday
    Your biggest breakthroughs?  Never planned. 

Always random. 

Think about it: 

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- That 6-fig deal? Playing golf

It’s like success lives in the cracks of your schedule. 

Not when you’re forcing it. 

Not when you’re pushing. 

Not when you’re trying too hard. 

But when you let go. 

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When you trust the process. 

So maybe instead of grinding 24/7, try doing nothing on purpose sometimes. 

That’s where the magic hides. 

#businesscoach #success #business #money #businessconsultant #marketingcoach #forwellness
    We doubt ourselves 
We second-guess ourselves 
We play small because we think small 

Meanwhile... 

The loudest people are winning. 
The mediocre are thriving. 
The unqualified are teaching. 
The selfish business leaders are leading. 

Not because they’re better. 

But because they’re bolder. 

So let’s flip the script: 

Instead of “Who am I to do this?” Ask “Who am I NOT to?” 

Instead of “What if I fail?” 

Ask “What if I succeed?” 

Instead of “I don’t know enough” 

Remember, nobody starts knowing everything. 

P.S.  DOUBT KILLS MORE DREAMS THAN FAILURE EVER WILL.

Let that sink in.

Have a nice weekend! 

#doubt #business #mindset
    In 12 months, you’ll wish you started today. 

Or In 12 months, you’ll be glad you did. 

Only one of those feels good. You choose which. 

P.S. What’s the one thing you’ve been overthinking? Type it below. 

Let’s break the pattern together. #smallbusiness #business #businessowner #businessmindset
    A Powerful Return to Community and Connection @exatec.tjsd 

Last night, the EXATEC Tijuana–San Diego Association hosted its first post-COVID networking event—and it was long overdue!

A heartfelt thank you to the 100 EXATECs who registered and an extra special thanks to the 82 who showed up to make the evening unforgettable. Your presence and energy are what make this community so special.

The event was a true success thanks to the incredible hospitality of @casasur_hacienda in Chula Vista, the delicious catering by @decabeza_el_unico Tacos, and the unique cacao-tasting experience provided by @xocolatlhouse. 

Our local EXATEC community is made up of professionals who work at some of the most influential companies in the San Diego–Tijuana region and entrepreneurs leading thriving businesses in industries such as:

- Aviation & Aerospace
- Engineering Services
- Financial Services
- Transportation & Logistics
- Technology & IT Consulting
- Manufacturing 
- Real Estate—and more.

Each EXATEC holds a Bachelor’s, Master’s, or Ph.D. from Tecnológico de Monterrey, one of the most prestigious universities in Latin America.

As a new executive board member, I’m committed to strengthening our network of over 4,000 EXATECs in the region. One of our top priorities is reconnecting and growing this vibrant community over the next few years.

Stay tuned for future events, and if you’re interested in becoming an “Amigo TEC,” send me a message! We’d love to share upcoming opportunities to connect, collaborate, and support the EXATEC mission in our region.

#EXATEC #Networking #CommunityLeadership #SanDiego #Tijuana #TecDeMonterrey
    Next time you’re in downtown Houston, take a moment to look up and around. Each mural has a story to tell. The “Big Art. Bigger Change” initiative is awesome. Congrats @houston! Great job. 

#HoustonStreetArt #BigArtBiggerChange #PublicArt #HoustonMurals #UrbanCanvas #ArtForChange #HTown #Houston #Texas
    Most people hope to leave something behind.

But hope isn’t a strategy.

Legacy doesn’t happen by accident. It happens by design.

Start building your legacy—one decision at a time.

Thank you, @lionsgaterealty, @bettercallnate, @realpresidente, for the special invitation to your pod. I enjoyed our conversation. Keep doing the great work you are doing in the Houston metropolitan area. 

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    Let’s Open the Door to a Life-Changing Opportunity

As the new President of the EXATEC Tijuana–San Diego Association, I’m asking you to join something bigger than all of us.

We’ve launched an ambitious yet deeply personal mission: raise $275,000 to establish a perpetual scholarship fund. This fund will comprehensively cover the education of high-potential students from our region and beyond so they can attend Tecnológico de Monterrey—one of the most respected universities in Latin America.

Link in BIO: https://tec.rs/EXATECTijuana-SanDiego-LDM-US

Why does this matter?

Because someone’s future is waiting, there’s a young person with the talent, drive, and heart to lead—but without the resources to get there. Together, we can change that.

This isn’t just about a scholarship. It’s about breaking cycles, uplifting families, and building the kind of future we all want to see. It’s about what happens when a community of leaders decides to pay it forward.

Here’s how you can help:

Every dollar you give is an investment in human potential. The best part? Your donation is tax-deductible. That means you can make a meaningful impact and receive a financial benefit, too.

Your generosity will directly fund education that empowers one student and every life they’ll touch in the years to come.

Let’s make history together. Let’s become the alumni network known not just for where we studied—but for who we lifted along the way.

Donate today. Create a legacy. Transform a life. #exatec #tecdemonterrey #exatectjsd #education #educationfund #scholarship #itesm
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Kendrick Lamar didn’t just win the rap battle—he won the attention war. And last night, I saw it firsthand.

I took my family to his concert—and it was flawless.

From @sza to @justinbieber showing up as surprise guest, to the lighting, transitions, sound, timing—every detail was dialed in. Here’s what hit me:

This wasn’t just a concert. It was a masterclass in systems, execution, and brand power.

Kendrick’s recent beef with Drake may have grabbed headlines, but what sustained the momentum was something far more strategic:
A well-run operation behind the curtain.

As business owners, we can learn a lot from this:

1. Be Clear About Who You Are

Kendrick didn’t try to appeal to everyone. He made a bold statement and stuck with it.

2. Challenge the Norm

He called out the industry, made people uncomfortable—and gained global attention.
Don’t be afraid to say what others won’t. It builds trust with the right customers.

3. Build a Scalable System

That concert? It wasn’t “vibes”—it was process.
Processes create freedom. When your operations run smoothly, you can focus on impact.

4. Create Moments, Not Just Marketing

Kendrick’s team turned a concert into an experience people will never forget.

How can you turn a sale, an email, or a service into something memorable?

5. Stack Momentum

He didn’t stop after one diss track. He kept going—with strategy, story, and precision.

In business, consistency wins. Stay present. Keep publishing. Keep showing up. Bottom line:

Great marketing may get you noticed—but great systems keep you relevant.

Witnessing Kendrick’s performance with my family reminded me that when art meets structure, the results are unforgettable.

Make your business unforgettable.

#KendrickLamar #BusinessLessons #EntrepreneurMindset #BusinessOwnerLife #MarketingStrategy #BuildYourBrand #BusinessInspiration #SystemsAndProcesses #LeadershipLessons #BusinessGrowthTips #CustomerExperienceMatters #PersonalDevelopment #BusinessWithPurpose #EntrepreneurJourney #LiveWithIntention #SmartMarketingMoves #FamilyAndBusiness #PerformanceDriven
    A heartfelt thank you to all the incredible volunteers of the Rady Children’s Poway Unit @rcha_poway for hosting such a beautiful and impactful gala in support of Rady Children’s Hospital.

Your dedication, compassion, and countless hours of hard work are making a real difference for the children and families who need it most. From the elegant details to the powerful mission behind it all, your efforts were inspiring.

The Poway Unit continues to be a shining example of community, service, and love — from gathering essentials for emergency families to preparing meals with care and kindness.

Thank you for turning your time and talents into hope and healing.

#Gratitude #RadyChildrensHospital #PowayUnit #TabletopsAndTea #CommunityLove #ThankYouVolunteers #MakingADifference #StrongerTogether
    Huge thanks to @samueladamsbeer and The Boston Beer Company for shipping this special delivery of the limited-edition Derrick White Ale all the way to San Diego! As a die-hard @celtics fan and a true beer aficionado, I couldn’t be more excited to crack one open.

This witbier with coriander, orange peel, rose hips, and tamarind is a tribute to bold flavor—and to one of the boldest athletes in the game, @dwhite921.

Cheers to the best basketball team in the world, the Celtics, and to one of the best beer brands in America. Let’s raise a glass to greatness—on the court and in the brewery!

#DerrickWhiteAle #Celtics #BeerLovers #Witbier #BostonPride #SamuelAdams #DWhite #CelticsNation #CraftBeerLife
    Look: 

In this grand game of life, we’re all stumbling forward in the dark. 

Sometimes we trip on a rock. 

Sometimes we fall into a pothole. 

But here’s the magic: 

Every time you pick yourself up, you’re a bit further along. 

Every misstep is a lesson. 

Every failure is a teacher. 

Imagine if you viewed each stumble as a victory dance. 

A dance that says, “I dared greatly. I lived fully. I learned massively.” 

So let’s embrace the journey, rocks and potholes included. 

Because the destination is just a mirage; the real treasure is the dance itself. 

P.S. What “victory dance” did you do recently? #InspirationDaily
#MindsetMatters
#LifeQuotes
#Resilience
#PersonalGrowth
#ProgressOverPerfection
#SuccessMindset
#EmbraceTheProcess
#JourneyNotDestination
    Success hits a moving target — and that’s the point.

You’re not meant to stay where you are.

Dream bigger. Move faster.

Stretch beyond what you thought was possible.
Every step forward brings you closer to the life you deserve.

Keep moving. Success is chasing you.

#StayHungry #LevelUp #SuccessIsAMovingTarget #success #GrowthMindset
    At @exatec , we believe in the power of connection, dreams, and building a legacy of pride and excellence — wherever we go.

We take on the responsibility of being ambassadors of the values and vision of Tecnológico de Monterrey, promoting continuous growth, innovation, entrepreneurship, and community spirit.

Today, more than ever, we look to the future with the firm conviction to transform lives, empower EXATEC talent, and strengthen the Tec’s name around the world — one connection, one action, one story at a time.

Let’s keep building the future, together.
#EXATEC #ProudlyEXATEC #LegadoEXATEC #OrgulloTec
    Soy EXATEC. Pertenezco a una comunidad que impulsa acciones para transformar realidades, fortalecer comunidades y generar un impacto positivo en el mundo. Invito a EXATECs en la región de Tijuana - San Diego a que se unan a la agrupación. Visiten EXATECTIJUANASANDIEGO.COM y se registran para que estén al tanto de las actividades que se estarán desarrollando. #EXATEC #Tijuana #SanDiego #Mexicali #Rosarito #Ensenada #ITESM #tecdemonterrey
    Time is your most valuable business asset.
Not money. Not followers. Not connections.

Time.
And it’s non-renewable.

Think of every hour as a $100 bill.
Would you still “spend” it the same way?
Would you give it away to distractions?
Or would you invest it in growth, strategy, and results?

You don’t need more time.
You need to treat your time like it’s capital.

The ROI is in how you use it.
Make the next hour count.

#TimeIsCapital #BusinessDiscipline #EntrepreneurMindset #HighROIHabits #FoundersFocus
    Tonight, I had the honor of attending the Peacemaker Awards, hosted by the National Conflict Resolution Center (@ncrconline) -an organization that understands one truth:

When people communicate well, communities thrive.

Conflict is inevitable at home, at work, in schools, and across neighborhoods. But when we use the right tools and conversations to uncover common ground, something incredible happens: People come together, problems get solved, and peace becomes possible.

That’s what NCRC is all about—training people to turn tension into trust and division into connection.

I’m especially grateful to the San Diego Foundation @sandiegofoundation and Board Member Rafael Castellanos @rafaelcastellanossd for inviting me to this important evening. Your leadership helps build bridges where others see walls.

Let’s keep working to create a world where more conversations end in understanding.

#PeacemakerAwards #NCRC #StoryOfPeace #CommunicationMatters #LiveOnMission #SanDiegoFoundation #Gratitude #BetterTogether
    1️⃣ Lead with Humility. Your team, your clients, your market—none of them owe you anything. Stay grounded. Gratitude keeps your ego in check and your culture strong.

2️⃣ Build on Character. No cutting corners. No excuses. Integrity becomes your brand. Take the high road—it attracts better clients, better partners, and long-term success.

3️⃣ Double Down on Discipline. Scaling isn’t about hustle—it’s about consistency. Routines, systems, and habits compound. That’s where real freedom and profit live.

🚫 Real talk: There are no reliable “shortcuts.” But these 3? They’re your unfair advantage.

💬 Which one are you mastering right now in your scaling journey?

#ScalingBusiness #BusinessLeadership #GrowthStage #BusinessOwnerLife #BuildToSell #ProfitWithPurpose #SystemsOverChaos #profit #business #smallbusinesstips #businessowner #businesswoman #businessman #businessmotivation

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    We doubt ourselves
    We second-guess ourselves
    We play small because we think small

    Meanwhile...

    The loudest people are winning.
    The mediocre are thriving.
    The unqualified are teaching.
    The selfish business leaders are leading.

    Not because they're better.

    But…

    Load More

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