Raising the roof in the North Bay’s construction industry.
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“Every time someone says ‘can’t,’ I hear ‘can,’” says Letitia Hanke, CEO and president of ARS Roofing Solutions in Santa Rosa. It’s this determined optimism that’s made her a successful businesswoman and respected member of the community. Born in San Pablo in 1976, her family moved to Hidden Valley Lake when she was 5 years old; there, she was one of only six African American students in her school. A teacher who observed her being bullied for her dark skin encouraged her to study music as a way to fit in and make friends. At 7 years old, she began playing the trumpet and, at 8, was the youngest student playing in the Middletown School band. Today, Hanke attributes playing the trumpet and being part of the school band with boosting her self-esteem. By the time she was in high school, she was performing solos and was considered one of the smartest students in her class—and the bullying stopped.
While attending Sonoma State University from 1993 to 1997, she studied classical music and jazz. “I became a jazz and blues singer and I loved it,” she says. Throughout college, she worked three jobs, along with performing, which became overwhelming to her. “I just wanted to have one job, one good job,” she says.
She took a position with a prominent roofing company, which she ended up managing for eight years. At first, Hanke felt challenged by being a woman in a man’s business: “I had my own fears and felt I wasn’t taken seriously.” But she believes that, if you care for your customers and give them the best service possible, they’ll gain confidence in you, and you’ll succeed.
Although her first dream was to become a performer, when the opportunity came in 2004, she started her own roofing company. “When I started ARS Roofing, my intent was to provide for my family, which starts with my son, Emile. I wanted us to live a comfortable life, but I also wanted to provide for others and create a sense of security and protection for our clients.” Today, she has 20 full-time employees. It seems her philosophy of caring for people and having a high level of integrity paid off.
At ARS headquarters, one is surround by positive sayings and friendly touches. For example, there are cartoon caricatures together with each employee’s picture displayed on the walls in her office. Also displayed are a multitude of awards, including the 2014 California Business of the Year award (presented by Lt. Governor Gavin Newsom) and the 2008 Spirit of Sonoma Award. In October 2015, she received the “Light Bulb Went On” Innovative/Entrepreneurial Spirit Award from the North Bay Leadership Council. In addition to this recognition, she’s also president of the North Bay Black Chamber of Commerce and vice president of the California Black Council of Chambers, which encompasses 19 black chambers of commerce throughout the state.
To continue with her community efforts in February 2015, she started a nonprofit called The Lime Foundation (named for her 13-year-old son, whose name spelled backwards is Lime). “In school, he was teased and called Lime, which inspired me to name the foundation after him.” The program provides vocational training in the form of a construction apprenticeship program, and combines that with free construction services to low-income families and the elderly. The foundation’s other component is the Turner Arts Initiative, which lets kids learn and explore music in an educational setting, either in school or after school. Her intention is to help all kids, but especially kids that have been bullied. “I know from personal experience the pain of being bullied and know the value of music for young people,” she says.
In May 2015, Hanke was personally invited by Eleuthera Rotary in the Bahamas to conduct an Entrepreneurs Mentoring Program for businesses in the construction field. She developed and presented ideas on how to start a business, including roofing tips and construction products.
On September 13 last year, Hanke established a donation center at her roofing business for families displaced by the Valley Fire in Lake County. What was originally to be a two-day donation drive turned into several weeks of incoming donations and an astonishing turnout of volunteers from throughout Northern California. Overall, 75 pallets of food, water, clothing and toiletries were transported to community-sponsored donation centers in Clearlake and Lakeport, and to a donation center started by her parents in Hidden Valley Lake. This community effort inspired her to involve Lime Foundation Board of Directors and to partner with two long-time friends, Star Brumfield and Khristan Psalms, to begin Project Hope, in order to help people in Lake County get support and supplies. “My goal for this project is to help those who feel down on their luck and just simply need support.”
As a person who genuinely cares about people and is interested in hearing their stories, learning about their needs and making them feel secure, Hanke learned early on that it’s important to listen to people to assess what they need. “I want people to know I have their best interest at heart,” she says. Judging by the success of her company, the multitude of awards and her understanding of the importance of giving back, Hanke achieved her greatest goal: being known as a person who cares about others.
