It’s been quite a ride for Luis, personally and professionally. Born and raised in Tijuana, Mexico, he considers himself a San Diego native, as he became a frequent border crosser at the age of two months, making America’s Finest City his back yard. He credits public television for his early incursion into the English language, watching hours of educational programs after school, not to mention a full schedule of Saturday morning cartoons.

He followed the traditional path of college education, first majoring in Journalism and Mass Communication at Mexico’s National University (UNAM) in Mexico City, followed by Graphic Design at Universidad Iberoamericana in Tijuana. But it was really during his 17-year gig at a bilingual cross-border marketing firm in Tijuana and San Diego where he cut his chops.

The first 50 years of Luis’ personal life also followed a traditional path, after which he decided to start a new chapter and show his true colors. His proudest accomplishment to date is the co-creation of “Out at the Fair,” an award-winning festival celebrating the LGBTQ+ community, as part of his 14-year stint at the San Diego County Fair; the event is now held at nine Fairs in three states.

Luis’ marketing expertise runs the gamut, having served local, national, and international clients, in a wide array of categories, including major league baseball, public health, real estate, and travel destinations, just to name a few.

He still crosses the border frequently, spending his weekends in his hometown south of the border. Who says you can’t go home again?