On April 15, the Glenwood Springs Chamber of Commerce held, for the second consecutive year, the event “Let’s Talk Business,” focused on highlighting the entrepreneurial spirit of the local Spanish-speaking community. The gathering took place at Morgridge Commons, above the Glenwood Springs Library, and brought together business owners, community leaders and members of the public in a warm and participatory environment.
The event included a business resource expo, a discussion panel with experts and food tastings provided by Hugo’s, Super Taco and Taquería El Yaqui, with beverages provided by Quality Brands of the Rockies. Amid this atmosphere, three Latino entrepreneurs shared their stories in a Ted Talk-style format: Dr. Jorge Esparza of Beyond Borders Physical Therapy, Verónica Chacón of Bethel Party Rentals and Martha Peralta of Taquería El Yaqui. Their testimonies, although unique, revealed a common journey of sacrifice, family inspiration, resilience in the face of adversity and a success they now proudly share.
The paths of these Latino entrepreneurs toward success began marked by difficult circumstances and brave decisions. Esparza, for example, grew up between two realities. His family emigrated from Hermosillo, Sonora, with the hope of a better life and settled in Paonia, where they began working in the fields. Esparza was born in Aspen and raised in the valley, but he never forgot his roots or the barriers he observed from a young age.
“It’s been a dream to grow up here,” he shares, “but I was also able to see up close the limitations, especially within the medical system.”
For Chacón, the family story took an unexpected turn when her father was fired after the sale of the company where he worked. What at first seemed like a loss ended up becoming the origin of their business. At the church they attended, her father and a colleague reflected on what had happened and began to see that situation not as an ending, but as the opportunity to build something of their own.
In Peralta’s case, the decision to start a business came in the form of a proposal: to acquire a small business with payment plans. What many would have seen as a risk was, for her, a chance to change her life. She took it on with sacrifice and commitment, and step by step built what is now her livelihood and pride.
“Back then, resources in Spanish were scarce,” she recalls. “Every step was a leap of faith, guided by hard work, intuition, and the desire to move forward.”
Family inspiration
In each story, family played a key role as a source of motivation.
“I know it’s a sad story, but that’s where the origin of my vocation comes from: from all those nights I spent with my dad, going to therapy and talking with doctors,” Esparza explains. “When I asked myself what I really wanted to do, I thought of all the therapists who came to treat my dad. They inspired me.”
Chacón tells how her parents not only dreamed but worked together to make it happen.
“The lender told them the business plan was very good, but that they needed to find investors,” she says. “And so, in 2005, they found those investors and Bethel Party Rentals was born.”
In Peralta’s case, her love for cooking has deep roots.
“My passion for the restaurant industry began in my mother’s kitchen, where I learned not only to cook, but also the value of sharing and connecting through food,” she explains. “I brought my love for authentic Mexican cuisine to Colorado.”
Resilience and moving forward
Difficulties were no strangers to these entrepreneurs.
“In 2014, my dad passed away after four years of battling his illness,” shares Esparza. “I went to every appointment, took notes, talked to all the doctors about the diagnosis, the prognosis … and that was my experience.”
Chacón remembers how her family took on all the work themselves in the early years. “There wasn’t enough income to have employees, so we’d come home from school to unpack, wash, and stock everything on the shelves,” Chacòn states. “Some nights we’d fall asleep underneath [a table in the office]. That’s how we pushed the company forward.”
Peralta shares, “I also went through painful moments — a couple of robberies that hit me hard, that tested my strength, but never shut down my passion.”
Returning, growing, giving Back
Despite the obstacles, the three speakers have managed to build successful businesses and now give back to their communities.
In 2022, after graduating from the University of Denver School of Medicine, Esparza decided to return to the community that raised him. He began working at Valley View Hospital, where he noticed that the same barriers his family had faced were still present.
“I dedicated myself to translating forms and facilitating processes, but there came a point where days would go by without speaking English because all my patients were Spanish-speaking,” he says.
That experience motivated him to open his own clinic. He started by working on Saturdays, and little by little, his business grew.
Chacón celebrates an important anniversary. “This May, we turn 20 years in business,” she says proudly, “and we currently handle more than a thousand orders a year.” Still, the journey has had its difficult moments. “My parents had to step back because my brother suffered an accident: someone under the influence hit him and caused a traumatic brain injury,” she continues. “Since then, he hasn’t fully recovered.”
Despite everything, Chacón remains hopeful. “It’s been a difficult path, but thank God, we’re still here. We had never truly understood how big the shoes were that our parents left for us to fill, and we are deeply grateful for everything they did.”
Peralta concludes, “Today I am an employer and a collaborator. I lend a hand, I cook not just to feed others, but to share a story of struggle and love,” she continues. “To those just starting out, I say: don’t be afraid to dream. Even if the road is long and lonely at first, every step counts. Because when you cook with your heart, you nourish the soul … and you also build dreams.”
The Glenwood Springs Chamber of Commerce reaffirms its commitment to supporting the Latino community through events like this, including seminars and networking events designed for Spanish-speaking residents.
“These gatherings are part of an ongoing series of educational and informational resources for Spanish speakers. Although most of our events are presented in Spanish, we are working to make them bilingual and more accessible to everyone,” states the organization on its official website: www.glenwoodchamber.com