Capella, a five- to ten-year project of luxury homes, a hotel, fitness center, spa, clubhouse and three restaurants on Pedregal mountain, continues the quest. Juan Diaz Rivera’s primary position is Marketing Director for the Capella project. He represents the family’s interest in this major endeavor.
Mr. Diaz began working with his mother, Leticia Diaz Rivera, the matriarch of the family, when a young man in his teens. Earning his own money came naturally to him. After earning a degree in marketing from Santa Clara University in San Jose, California, Juan decided to assume a role in the family business. Even though his credentials were outstanding, he was groomed to walk before he could run. However, in no time, he was able to seize responsibility for the Capella project, which had been in the staging plan for several years. He brought fresh and innovative ideas that he wanted to implement immediately. His enthusiasm and drive were so fiery that they had to be somewhat curbed. Nevertheless, the family never failed to offer support and encouragement.
When asked what qualities his mother may have instilled in him, he said, “her work ethics, her care for her clients, and the relationships she developed with them.” Because of his marketing background, he considers everything an opportunity for growth. His mind-set is always business development. For example, he encouraged his mother to take on the Coldwell Banker real estate franchise. Why limit their business just to Pedregal? Why not develop throughout Los Cabos? He was an agent for their expansion, a plan that has served the family well.
Following in his grandfather’s visionary genius, Juan Diaz Rivera’s vision is to integrate all facets of the company’s business, from marketing, to selling, to property management. Originally, his mother would sell the lots, his grandfather would design the house, his uncle would build it, his mother would furnish it, and then the company would manage the property during an absence of the resident. Juan would like to get back to that. He feels the company’s record has demonstrated the expertise to help guide the residents through the process of buying and building. Juan defines his own work ethics as faithfulness, commitment, follow-through, delivery on a promise, integrity, honesty, stick-to-itiveness, and a hands-on approach. Clearly, attributes passed down to him through generations.
When asked how the Capella project would address Pedregal’s “green” efforts, such as alternative power and other environmental concerns, he replied, “We’re making an effort wherever we can, but unfortunately Mexico needs to take these considerations more seriously. What we are doing is being efficient in terms of our building insulation and the materials we’re using. We provide residents with access to the highest standards of construction so that they can build structures that are eco-friendly and cohesive with the natural surroundings. The landscaping in the project requires less water, and we are building a desalinization plant.”
Though this interview was a profile of him, Juan stressed that he is merely the spokesperson, that his role is as an anchor of a team effort. There are fourteen other children in the Diaz Rivera family following the leadership and example of their grandparents. His grandmother, he said, had an iron fist; his grandfather kept them inspired. “My mother has both these qualities. I’m a young guy having been given a great opportunity.” He is able to present his own ideas with the ideal sounding board. He has his own head, says what he means, and is very articulate. He feels it’s all only just begun.
When Mr. Diaz Rivera is not working, he enjoys motorcycle racing and sharing other hobbies with his wife, such as diving, spear fishing, and travel. Juan married in February of this year, and his long-range business plans include his wife, who has a finance background. “I now have to consult Leslie on everything,” he laughs. He would like to do more high-end projects. “Take the learning curve and kick it up a notch”, he says
Yes, Juan Diaz Rivera is young, but he has made good use of his formal and informal education, whether at university or under the tutelage of his family. He’s very proud of his heritage, and is committed to growing the business using his vision and his acumen. His goal is already in his sights. He is well on his way to becoming the next generation of the Diaz Rivera dynasty.
