Cesar Gonzalez, a California native whose parents immigrated from Guatemala, never dreamed that he would one day manage an 84 Lumber store, let alone serve as a role model for countless young Hispanic men and women in his community.
Today Gonzalez is the general manager at 84 Lumber’s Fort Lauderdale, Fla. location, which has a 40-year history along with a loyal customer base.
Gonzalez has managed the store for five years while playing an integral role in supporting the success of the store and connecting with its Hispanic clientele.
Growing up in Los Angeles, Gonzalez watched as his parents, who had arrived in the U.S. with nothing, rented a small closet for the family to sleep in. Working countless hours, they would ride their bikes to and from work..
When it came time for school, his parents enrolled him and his siblings in a bilingual school, so that they could learn both English and Spanish – something he said has served him well in his role as general manager for 84 Lumber.
“My bilingual education paid off,” Gonzalez said. “Fort Lauderdale is a melting pot of all different nationalities. Three out of five customers coming in our store speak Spanish, so the fact that I speak and write English and Spanish fluently is part of why I've been successful here.”
Gonzalez notes that when he first started as a general manager, he didn’t have a salesman at the store.
Now the location has three outside sales associates who all speak Spanish. This has helped drive the store’s success, according to Gonzalez. Most of the branch's customers are walk-ins, so the ability to communicate with those Spanish-speaking customers is key.