NEW EXECUTIVE LEADERSHIP TO CONTINUE MISSION OF FRIENDS OF THE NATIONAL MUSEUM OF THE AMERICAN LATINO

WASHINGTON, D.C. — Friends of the National Museum of the American Latino (FRIENDS) announced new members to its Executive Leadership Board: business leader and entrepreneur Cici Rojas, culinary game-changer and humanitarian activist Chef Grace Ramirez, business leader and former SBA appointee Mark Madrid, and global leader in public-private relations Sergio Fernandez de Cordova.

“All of our board members, past and present, are dedicated leaders who focus on elevating and creating opportunities for Latinos. The members we have chosen for our Executive Leadership Board go above and beyond for our community,” stated Estuardo V. Rodriguez, President and CEO, FRIENDS. “We are excited the campaign will be led by Latino entrepreneurs and activists and have faith their influence will boost our mission to build the National Museum of the American Latino on the National Mall”

These members take on these roles during a critical time for our campaign. In 2020, the National Museum of the American Latino Act was signed into law, establishing the museum within the Smithsonian Institution. However, the future location of the museum remained unresolved. Our work is focused on the culture, history and innovation of Latinos, and we continue to educate Congressional members, corporate leaders and the public about the undeniable impact Latinos have on U.S. history.

 The Executive Leadership Board is as follows:

CiCi Rojas
Board Chair

CiCi Rojas is an accomplished C-Suite Executive turned entrepreneur, having built enterprises both in for profit environments, and for economic, political and social change. After three decades of leading organizations dedicated to advancing key population growth segments, in 2017, she decided to transfer development skills, and extensive network to co-lead Tico Productions and Tico Sports LLC, a company established by her and her husband in 2013. The enterprise is a full-service multi-media production and bilingual marketing company, that developed a Spanish language broadcast and community engagement platform, for professional sports teams. Her first partnership was formed with the Kansas City Chiefs in 2016, and has produced broadcasts for several other NFL, MLS, and Collegiate sports teams.

In her Executive career, CiCi most recently served the Kansas City business community as President and CEO of the Central Exchange. Prior to Central Exchange, she served as Vice President of Community Engagement for Truman Medical Centers (TMC) in Kansas City, Missouri. Her executive roles include leading two Hispanic Chambers of Commerce as: President and Chief Executive Officer (CEO) of the Greater Dallas Hispanic Chamber of Commerce, Greater Kansas City Hispanic Chamber of Commerce; and Vice President of Strategic Alliance with the Washington, D. C.-based United States Hispanic Chamber of Commerce.

CiCi has been recognized for her business and community achievements with the following awards and recognitions. Of particular note are; Latino Leaders Magazine “100 Leading Latinas”, 2024 State of Missouri Women of Achievement, 2022 Kansas City Business Journal “Women Who Mean Business”, 2018 Nuestra Latina Lifetime Achievement Award, 2016 “Women Who Have Changed the Heart of the City”, 2013 Greater Missouri Women’s Leadership Foundation, Woman of the year, 2013 KC Magazine Class of Influential Women, 2011 NFL Hispanic Heritage Leadership Award.

Rojas is active in civic organizations on the local, national, and international levels. Nationally and internationally, she serves as Chair, Friends of the America Latino Museum, Immediate Past Chair, YMCA National Board of Trustees, and World Council Executive Committee Officer, Greater Kansas City Chamber of Commerce, Chair-elect, Guadalupe Centers, Past Chair, Visit KC and Kansas City Ballet, board member Arvest Bank, and Stowers Research Institute.

Chef Grace Ramirez
Vice Chair

An award-winning chef, entrepreneur, humanitarian, educator, author, and TV personality who has become a global leader in celebrating Latin American cuisine and culture. With a career that seamlessly blends culinary expertise, business innovation, media presence, and social advocacy, she has established herself as a powerful voice for representation and inclusivity. Grace is deeply committed to shaping the future through food, education, and cultural preservation.

As an entrepreneur, Grace is the visionary behind La Latina Cocina, a food concept that lives inside 85+ universities across the country, bringing authentic Latin American flavors to students in food halls nationwide. Her dedication to food and education drives her mission to make culturally rich and nourishing meals more accessible to the next generation.

A champion of education and community engagement, Grace was appointed to NYC’s Chefs Council, where she develops healthy, culturally relevant recipes for the New York City Department of Education, impacting millions of students. Her passion for social advocacy extends to her work with Aid for Life, where she supports workforce development initiatives to uplift underserved communities.

Grace’s humanitarian efforts have earned her widespread recognition, including the “Excellence in Philanthropy” Award at the 2023 Grace Awards by St. Ann’s Corner of Harm Reduction. She has been named one of Cherry Bombe’s 100 Most Influential Women in Hospitality, recognized as one of People en Español’s Most Powerful Latinas, honored as a COVID-19 Hero by the City of New York, and awarded the Distinguished Latina Star Award by the Puerto Rican Bar Association for her volunteer work with World Central Kitchen.

Her commitment to amplifying Latino culture led her to co-create Times Square’s largest cultural event to date—the first-of-its-kind Día de los Muertos (Day of the Dead) celebration, where thousands gathered to experience traditional altars, music, and art in the heart of New York City.

In addition to serving on the board of Aid for Life, Grace is now a proud Co-Chair of the Friends of the National Museum of the American Latino, furthering her mission to celebrate, elevate, and preserve Latino heritage for future generations.

For more information, please visit chefgraceramirez.com.

Mark Madrid
Secretary

The Honorable Mark L. Madrid is the CEO and founder of AI-powered Breakthrough Mavens, LLC, serving corporate America, small business owners, senior executives, boards, and nonprofits. Mark and his team prioritize fractional C-Suite services and tech-forward, accessible, profitable and actionable breakthroughs.  A dynamic keynote speaker and #1 best-selling author, Mark is known for his energy, discipline, and grit and his series, Self-Fueling Excellence.  In 2025, Mark launched his national podcast, Small Business is Big Business with Mark L. Madrid at Super Bowl LIX.  The podcast is powered by the C-Suite Network and C-Suite Media, which is a testament to Mark’s Leadership in the C-Suite Network Hero Club.

Raised by migrant farmworker parents in a Texas Panhandle farming community, Mark’s journey exemplifies resilience and living the American dream. Graduating valedictorian from his high school, he earned a full scholarship to the University of Texas at Austin, which led to a successful career on Wall Street and significant executive roles in corporate banking, nonprofit leadership, academia and public service.

Mark served as a Presidential Appointee at the U.S. Small Business Administration and as CEO of the Stanford University Latino Entrepreneurship Initiative. His leadership has supported millions of small businesses, fostering entrepreneurship, measurable scale, and innovation.

Named the 2019 Silicon Valley Nonprofit CEO of the Year, Mark’s accolades include the Jefferson Award for public service and the Latino Leaders Maestro Award. He holds a BBA with honors from the University of Texas at Austin McCombs School of Business and a Master’s Cum Laude in Nonprofit Administration from the University of Notre Dame Mendoza College of Business.

An AI futurist and recent collaborator on the pioneering book Interview with AI: How to Eliminate Homelessness, Mark is a Visiting Scholar for the Clinton Public School of Service at the University of Arkansas and Entrepreneur-In-Residence at NMSDC. He serves on the board of the McCoy Family Foundation at Texas State University, executive board of Friends of the Museum of the American Latino.  He is an Honorary Colonel of the United States Army.

Mark treasures his faith and the beauty of life.  He is a competitive runner, embodying the relentless pursuit of excellence.

Sergio Fernandez de Cordova
Treasurer

Sergio is a global leader in public-private partnerships, multilateral diplomacy, and technology-driven solutions. As Founder of PVBLIC Foundation, he has led initiatives impacting over two billion people, shaping policy, investment, and governance models that drive economic resilience and sustainable development.

His entrepreneurial journey began at 12, setting the foundation for a career built on innovation, impact, and leadership. He has worked across government, diplomacy, and private sector engagement, bridging policy, technology, and sustainable financing.

For one year, he served as UN Ambassador & Permanent Observer for OIJ, representing 22 member states and advocating for youth participation. His diplomatic role strengthened multilateral cooperation, working with heads of state, UN agencies, and global institutions to create scalable, technology-driven impact.

Through PVBLIC, he has pioneered next-generation financing and governance models, mobilizing capital, data, and innovation for global development. His leadership has driven major initiatives, including the SDG Data Alliance, Development Bank for Resilient Prosperity (DBRP), PVBLIC One, SDG Media Zone, SIDS ABAS Center of Excellence, and Family Offices for Sustainable Development (FOSD). These efforts help governments and private stakeholders harness data as an asset, drive investment, and implement sustainable economic strategies. He has also supported platforms like the SDG Fund’s Private Sector Advisory Group (PSAG).

His career spans entrepreneurship, investment, and public-private governance, having led ventures that collectively raised close to $1 billion. As co-founder of Fuel Outdoor, he led the American billboard industry into the digital era, modernizing regulatory frameworks before exiting in a landmark sale to Van Wagner Communications. He later co-founded P3 Global Management, shaping global smart city policy and urban innovation, leading to a successful exit to Portobello Capital.

Since 2007, his leadership has been consistently recognized worldwide for advancing global diplomacy, multilateralism, and sustainable development. He has received international honors, including the Ellis Island Medal of Honor, knighthoods from Spain and Ethiopia, and recognition from His Holiness Pope Francis for his commitment to economic inclusion, policy innovation, and public-private cooperation.

He holds a Bachelor’s in Sociology from Rutgers University, completed the Birthing of Giants® program at MIT, and earned executive diplomas in International Law and Diplomacy from UNITAR.

WASHINGTON, D.C.  — Friends of the National Museum of the American Latino (FRIENDS), in partnership with the Hispanic Heritage Foundation (HFF) and the Congressional Hispanic Caucus Institute (CHCI), hosted a special reception in the U.S. Capitol in celebration of Alejandro “El Portillo” Fernández’s illustrious and award-winning career and lifetime of advocacy.

 

Ana Isabel Photography

During the reception, the Congressional Hispanic Caucus Chairwoman Nanette Barragán presented the Congressional Resolution she introduced last month honoring the musician’s work in the music industry and his advocacy on behalf of the Latino and immigrant community in the United States. 

 

Ana Isabel Photography

Alejandro Fernández is currently on his AMOR y PATRIA 2023 U.S. tour, which celebrates his love of music, family, and his native Mexico. Earlier this year, Fernández pledged to donate proceeds from his tour to FRIENDS to support the campaign to build a National Museum of the American Latino on the National Mall.

Bernardo Garcia Photography

FRIENDS Announces 2023 Design Contest Winner 

The Flyer’s Dance by Diana Reyes

Washington, D.C. — Today, Friends of the National Museum of the American Latino (FRIENDS) announced Diana Reyes as the winner of its 12th Annual Design Contest. Diana Reyes is an artist from Chicago and won for her submission titled The Flyer’s Dance, pictured above. 

Reyes was born in Puebla, Mexico. In 2013, she moved to Chicago, “achieving the dream of residing in this beautiful city.” 

“I’m a self-taught artist. My artwork is a celebration of life and color,” said Diana Reyes. “My focus is on composing surreal artwork through digital collage and/or with paper. I strive to combine photography, digital art, and art on canvas in an exciting and playful way,” she added. 

“The depths of Latino culture is built on the melodies of freedom that celebrates the vibrance of life. Our culture sings to us, calling us to a sacred place where heaven and earth meet and where we dance and play,” she explained. 

For 12 consecutive years, FRIENDS has organized a design contest and invited artists from across the country to share their talent with the Latino community. This year, FRIENDS received nearly 100 submissions from artists across the United States, and drew over 1,500 votes throughout the public voting period with Reyes’ design earning the highest number. The impressive voter engagement and numerous submissions continue to highlight the excitement around the future museum and celebrating our culture. 

“We’d like to congratulate Diana on winning this year’s design contest. Every year, we are pleased to see the number of submissions increase and are grateful to all who shared their art with our community,” said Estuardo V. Rodriguez, President & CEO of FRIENDS. “During Hispanic Heritage Month, may this design contest remind everyone of the beauty of our culture and our tireless dedication to advocating for the future National Museum of the American Latino to be built on the National Mall,” he added.  

Reyes is the winner of a $500 Target gift card for her design. Reyes’ design will be at the center of FRIENDS’ campaign materials, including posters, digital imagery, and other materials to support advocacy efforts to secure the best location for the future National Museum of the American Latino on the National Mall. 

The 2023 Design Contest was made possible by Target’s generous support.

FRIENDS Calls on Congress to Take Action this Hispanic Heritage Month to Authorize a Location on our National Mall for the National Museum of the American Latino

WASHINGTON, D.C.  —  Friends of the National Museum of the American Latino (FRIENDS) released the following statement to commemorate Hispanic Heritage Month, calling on Congress to act and designate a location for the National Museum of the American Latino on the National Mall:

“During Hispanic Heritage Month, our country comes together to honor and celebrate the diverse history, achievements, and resiliency of American Latinos. The Latino community has shaped our nation with over 500 years of history, and our contributions are an integral piece of our nation’s beautiful fabric. Still, U.S. Latino history currently goes unseen in telling our country’s story. 

“For nearly 30 years, advocates from the community, beginning with Raul Yzaguirre in 1994, have united to advocate for a national museum dedicated to U.S. Latino stories and contributions. Today, our bipartisan and united front of philanthropic, corporate, entertainment, and federal leaders and our commitment to seeing a museum built on the National Mall is stronger than ever.

“This Hispanic Heritage Month, Congress has the opportunity to act and grant the Smithsonian Institution the authorization it needs to designate a location for the National Museum of the American Latino on our National Mall–the only place for these exhibits. The future museum must stand shoulder to shoulder with the other iconic Smithsonian museums that tell the story of our beautiful nation. 

“We will continue to lift the voices of our partners and supporters around the nation, asking Congress to commit this Hispanic Heritage Month to get us across the finish line and take the final step to ensure the long-held dream of a national museum dedicated to the history and contributions of the Latino community in our Nation’s Capital.”

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About Friends of the National Museum of the American Latino (FRIENDS)
The Friends of the National Museum of the American Latino (FRIENDS) strives to create a museum in our nation’s capital to educate, inspire and encourage respect and understanding of the richness and diversity of the American Latino experience within the U.S. and its territories by highlighting the contributions made by Latino leaders, pioneers and communities to the American way of life. FRIENDS is not affiliated in any way with the Smithsonian Institution. https://americanlatinomuseum.org/

FRIENDS Applauds Bipartisan Efforts to Allow Funding to Continue for the National Museum of the American Latino

WASHINGTON, D.C. — Friends of the National Museum of the American Latino (FRIENDS) released the following statement in response to the bipartisan and bicameral efforts to allow funding to go further for the National Museum of the American Latino:

“The National Museum of the American Latino is not just an idea but a passionate endeavor that has been in progress for nearly three decades. It represents a crucial step in expanding our understanding of American history to include the 500 years of U.S. Latino history that has long gone unnoticed in telling our nation’s story,” said Estuardo Rodriguez, FRIENDS President & CEO. 

“We are incredibly diverse with different experiences and origins that must be respected to achieve a worthy museum on our National Mall that brings our entire community together. Today, we thank Congressman Díaz-Balart and the Congressional Hispanic Conference for their commitment to working with the Smithsonian Institution to ensure the future museum is inclusive of all experiences and perspectives across the Latino community. 

“Our organization thanks the entire bipartisan coalition behind this initiative for their continued commitment by writing letters of support, calling their Representatives, and meeting with leaders to make it loud and clear: Congress must fully fund the National Museum of the American Latino and authorize the Smithsonian Institution to build it on the National Mall. We look forward to working with our national, corporate, and federal partners to ensure the House and Senate get us through the finish line this year .”

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About Friends of the American Latino Museum

The Friends of the American Latino Museum strives to create a museum in our nation’s capital to educate, inspire and encourage respect and understanding of the richness and diversity of the American Latino experience within the U.S. and its territories by highlighting the contributions made by Latino leaders, pioneers and communities to the American way of life. FRIENDS is not affiliated in any way with the Smithsonian Institution. https://americanlatinomuseum.org/

FRIENDS STATEMENT ON DEFUNDING PROPOSAL
We urge Congress to reject any proposal that seeks to zero out funding for the National Museum of the American Latino and the Molina Family Latino Gallery..

The almost 30-year campaign to create the National Museum of the American Latino is an effort to expand our understanding of American history to include the 500 years of U.S. Latino history that currently goes unseen in the iconic halls of our Smithsonian museums. Now is not the time for unnecessary delay and division.

The U.S. Latino community is large and very diverse with different experiences and origins that must be respected in order to one day achieve an enviable and worthy Museum on our National Mall that brings our entire community together. Now is the time to collaborate on the future narrative of the Museum.

From the introduction of the first Commission bill by former Representatives Ileana Ros-Lehtinen and Xavier Becerra to the signing of the Commission legislation by President George W. Bush and its enactment under President Obama, this idea to present a more complete story of U.S. history has always enjoyed bipartisan support.

Congress must remain focused on the bipartisanship of this initiative and move forward legislation to authorize the Smithsonian to build the National Museum of the American Latino and the American Women’s History Museum on our National Mall THIS Congress.

The Friends organization will continue to work in community across all political ideologies to ensure that the stories of U.S. Latinos from the front lines of our nation’s defense to the far reaches of space exploration, and everything in between, are lifted up in celebration as well as to inspire generations.

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About Friends of the American Latino Museum

The Friends of the American Latino Museum strives to create a museum in our nation’s capital to educate, inspire and encourage respect and understanding of the richness and diversity of the American Latino experience within the U.S. and its territories by highlighting the contributions made by Latino leaders, pioneers and communities to the American way of life. FRIENDS is not affiliated in any way with the Smithsonian Institution. https://americanlatinomuseum.org/

FRIENDS Statement on Alejandro Fernández’s Donation to Organization

Photo credit: Billboard, Chino Lemus

WASHINGTON, D.C.  —  Friends of the National Museum of the American Latino (FRIENDS) released the following statement following the news that Mexican music icon Alejandro Fernández will donate a portion of his upcoming AMOR y PATRIA 2023 US tour sales to FRIENDS: 

“Our organization is incredibly grateful to Alejandro Fernández for pledging to donate a portion of his tour ticket proceeds to our cause,” said Estuardo Rodriguez, FRIENDS President & CEO. “Alejandro Fernández is a giant in our American Latino community, and he has an established history of standing up for our community through his music. We are thrilled he supports our overall mission to establish a National Museum of the American Latino on the National Mall.”

“After Congress failed to pass the necessary legislation to create a pathway for the Smithsonian Institution to build the future Latino museum on the National Mall, our organization reaffirmed our commitment to do everything possible to educate our community on the progress and get Congressional leaders to act,” said Lili Gil Valletta, FRIENDS Board Chair. “Donations like these are critical to our organization so we can continue working with our bipartisan coalition of national and community leaders who share our dreams of finally seeing our over 500 years of history, achievements, and contributions displayed on the National Mall.”

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About Friends of the American Latino Museum

The Friends of the American Latino Museum strives to create a museum in our nation’s capital to educate, inspire and encourage respect and understanding of the richness and diversity of the American Latino experience within the U.S. and its territories by highlighting the contributions made by Latino leaders, pioneers and communities to the American way of life. FRIENDS is not affiliated in any way with the Smithsonian Institution. https://americanlatinomuseum.org/

WASHINGTON, D.C.  —  Friends of the National Museum of the American Latino (FRIENDS) released the following statement marking the two year anniversary of the insurrection on January 6th: 

“The violent events on January 6th, 2021 were a direct attack on our democracy. Today, on the 2nd anniversary, we take a moment to stand with the White House and those in Congress who honored those men and women who defended the Capitol and those who lost their lives in that service,” said Estuardo Rodriguez, FRIENDS President & CEO. 

“Among those officially honored by President Biden during the January 6th ceremony at the White House was Dominican American Aquilino Gonell, a U.S. Capitol police officer and veteran  who was badly beaten and injured on the day of the attack. Sergeant Gonell’s commemoration today is an example of the immense contributions that Latinos make to our country every day, and his bravery will forever be honored. Regardless of partisan disagreements, we must continue working together to protect our democracy and those that serve it–this is what makes our nation truly great. Thank you to Sergeant Gonell and each of the heroes and public citizens that received the Presidential Citizenship Medal for their sacrifice and dedication to serving our country.”

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About Friends of the American Latino Museum

The Friends of the American Latino Museum strives to create a museum in our nation’s capital to educate, inspire and encourage respect and understanding of the richness and diversity of the American Latino experience within the U.S. and its territories by highlighting the contributions made by Latino leaders, pioneers and communities to the American way of life. FRIENDS is not affiliated in any way with the Smithsonian Institution. https://americanlatinomuseum.org/

FRIENDS Statement on Site Authorization Legislation Not Being Included in the 2023 Funding Package

WASHINGTON, D.C.  — Friends of the National Museum of the American Latino (FRIENDS) released the following statement reacting to the Site Authorization Legislation not being included in the 2023 federal government funding bill announced on December 20, 2022: 

“We are disappointed by Congress’ decision not to include the language authorizing the Smithsonian Institution to take action on its preferred locations for the future National Museum of the American Latino and the National Women’s History Museum in the year-end omnibus,” said Estuardo Rodriguez, FRIENDS President & CEO. “After almost 30 years of bipartisan advocacy in support of the creation of the National Museum of the American Latino, to have secured the location on the National Mall, it would have been a wonderful gift for the countless Latino leaders, advocates, and partners across the nation. While we are disappointed by the opposition by some members of the House and Senate to making the location for two national museums a priority, we are incredibly grateful to the Senate Rules Committee, members of the Congressional Hispanic Caucus, and the bipartisan support across both chambers for their tireless work and collaboration in our efforts to ensure the Smithsonian can move forward with its vision of a more complete telling of our American history across the National Mall.”

“Without the proper legislation to remove the restriction preventing the Smithsonian Institution from designating the locations on the National Mall, the Latino community faces the risk of  not having over 500 years of our history, achievements, and contributions displayed where they belong—on the National Mall. Although this news is disappointing, our organization remains committed to working with our federal partners and bipartisan advocates and leaders to ensure the Smithsonian has a clear pathway to build our future museum in its rightful location,” said Lili Gil Valletta, FRIENDS Board Chair. “As we close out 2022, our organization is proud of the work we have accomplished and grateful to our partners throughout the country who share our dreams of finally walking through the doors of the National Museum of the American Latino on the National Mall.”

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WASHINGTON—Friends of the National Museum of the American Latino (FRIENDS) applauds the Smithsonian Board of Regents for narrowing its focus to two locations on the National Mall for the National Museum of the American Latino and the Smithsonian American Women’s History Museum: the South Monument site and the Tidal Basin site. 

“This announcement is great news—the focus on the South Monument site and the Tidal Basin site for the future American Latino Museum and the Women’s History Museum underscores the importance of these museums for the Smithsonian, as well as for the telling of our American history across our National Mall,” said FRIENDS President and CEO Estuardo Rodriguez. “Our future National Museum of the American Latino deserves to be built on a blank canvas that allows the full expression of our community through architectural design celebrating the diversity of our experiences and culture. Both the South Monument site and the Tidal Basin site will allow this.”

“Today’s announcement also makes it abundantly clear that our work here is not done. Our national partners and community leaders remain committed to advocating in support of our U.S. Latino experience to be rightfully displayed on the National Mall until we reach the finish line,” said FRIENDS Board Chair Lili Gil Valletta. “We will continue our support of the Smithsonian Institution, Secretary Lonnie Bunch, and the Board of Regents, and the work to ensure the appropriate legislation is passed, with full bipartisan support, to create a clear pathway for both museums.”

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