Arellano Associates: Thirty & Thriving

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In 1994, Genoveva Arellano embarked on an entrepreneurial journey, not fully envisioning the legacy she was about to create. At that time, Genoveva decided to move on from her previous position to pursue other opportunities: marriage and purchasing her home. When she was ready to get back to work, she was determined to forge her own path and pursue her own ideas of positive community change.

With confidence in her professional relationships and the reputation she had built in the transportation industry through her previous roles, Genoveva got to work. "I sent a letter to everyone in my rolodex," Genoveva recalls, a testament to her proactive approach in those pre-internet days. Firms accepted her offer to team, as they recognized Genoveva’s exceptional services she could provide. On December 9, 1994, Genoveva secured her business license, officially establishing her own company, Arellano Associates (AA). Genoveva’s great work earned her even more work, and eventually led to the growing company of 70+ professionals we see today.

Next year, AA celebrates its 30th anniversary, a milestone marking three decades of commitment, excellence, and profound impact in public outreach for public projects across Southern California.

Pivotal Milestones and Evolving Inspiration

Genoveva remembers three key milestones in her journey. Number one being the very first large contract AA won in 1997 with the San Bernardino Associated Governments for the Route 210 Freeway project, which really put the firm on the map. The second was starting a family in 1999, which instantly shifted her priority to being a working mother but not ignoring the demands of her growing business. The third was the 10th anniversary of the firm, which coincided with the launch of its first website, marking a new era of growth and visibility.

Reflecting and Looking Forward: Goals and Continuation of Success

Genoveva is amazed by the difference her company has made. “Positive change starts here” is a mantra AA uses to describe its services. To Genoveva, this mantra means that every individual has the power to make a difference not only through the best tools in the business, but specifically through kindness and respect.

Genoveva has always been an avid believer in the importance of public service and always wanted her efforts to contribute to the collective good. From public transportation improvements to better community engagement, AA has been pivotal in bridging the gap between governmental initiatives and public needs – a dream come true for Genoveva. As a leader, Genoveva strives to always implement kindness, respect, and the willingness to teach others. AA is diverse and inclusive because that is what she genuinely believes in. “It's not a strategic move. Diversity is not a goal, it's who we are, and I feel so strongly about it,” Genoveva emphasizes. She hopes her leadership serves as a vessel leading toward balance, fairness, and inclusivity.

AA is strategically planning for the future. The firm’s specific goals include maintaining the high standards and reputation of the company and ensuring strong leadership for the next 30 years. “We keep getting work because we do great work,” Genoveva echoes. “It’s all because of our methods, our commitment, and most importantly, our people.” The focus of AA’s innovative outreach services continues to be within the transportation sector and has moved into both energy and water work. “These foundational areas are not just part of our history; they are a testament to our expertise and the bedrock of our continued growth here in Southern California and beyond.”

For Women in Transportation

As a woman, Genoveva shares that she did not feel that her gender was an obstacle to accomplishing her goals. As a 1985 college graduate, Genoveva credits the feminist movement in the 70’s for empowering women, like her, in the decades to follow. “I fully benefited from the women before me who directly felt discrimination and harassment, and fought against it,” acknowledges Genoveva. “This was a long battle and it continues today in many respects.”  

“I think about myself and my role like a linebacker, pushing things down so that the people behind me can score,” Genoveva reflects. She has grown accustomed to confronting obstacles that inevitably come with a small growing business. She has become adept at assessing, deliberating, and pivoting, so that the path is easier for others. “But with ease comes obligation,” adds Genoveva, who has high expectations for those who follow the path she has cleared. “I hope to clear the way so that others can go to a higher level. There are problems out there, and we as women especially, I believe, are constructed to handle adversity,” she adds. “We are creative, flexible and strong, which is exactly the qualities needed to forge ahead in this business.”   

For other women aspiring to make an impact in transportation, Genoveva emphasizes the importance of focusing on what needs to be done on projects, and not paying any attention to things we cannot control. Having this mentality will not only open doors for yourself, but also for more women, or others in general, to follow. WTS is a steward and leader in highlighting and supporting women in transportation. WTS has created a supportive community for women in the industry and they continue to provide networking and scholarship opportunities for women, including some of our own staff, that have been able to benefit and grow in their careers.

Conclusion: A Legacy of Excellence and Integrity

Genoveva remains committed to her vision of excellence, diversity, collaboration, and community impact. “We are preparing ourselves for the future by staying steady to our mission,” states Genoveva. She envisions that AA will continue to partner with the public sector to take projects to another level and have a hand in major changes within transportation, energy and water projects that are coming, including the Olympics! With a team that embodies trust, creativity, and relentlessness, AA will continue its legacy, shaping premium professional communications services for years to come.

Learn more about Arellano Associates here: https://arellanoassociates.com/