Senior benefits advisor Rosario Avila has spent her life in the service industry. Her family emigrated from Mexico to Sonoma in the early 1970s, where they operated a Yucatan-style restaurant for more than 20 years. At age 26, she took a job as an admin assistant for an insurance broker. Being bilingual allowed her opportunities to advance, as she could translate information for Spanish-speaking employees. After a few months, she attained an insurance license and became an account manager. Today, she leads the Spanish language division at Arrow Benefits Group, where she finds solutions for small businesses and helps her community to understand the complex language of insurance. She often collaborates with her “Power of Two” partner, Andrew McNeil, approaching a client problem from two unique perspectives to deliver a more powerful solution. Avila lives in Kenwood and has two beautiful daughters—Dahlia (28) and Emma (24).
What was it like growing up in a family business?
It was great because our family was always together. I learned my work ethic from seeing my parents work every part of the business. If the dishwasher called in sick, my dad would jump in and wash dishes. If a waitress or cook was busy, my mom would fill in where she was needed. They always greeted customers with a big smile and made time to chat no matter what emergency they were dealing with in the back.
I have four brothers and three sisters, and being the youngest, I have to say I felt a bit spoiled. My sisters were like second moms to me and taught me so much about independence and femininity, while my brothers were always protective and taught me to have a thick skin. They were such great role models for me, and we still have so much fun when we all get together.
Do you have any special family recipes that you still love to eat or cook?
My brothers and my mom were the cooks in our family, and they still make our favorite dishes for family get-togethers. There are so many recipes that it’s hard just to choose one. I definitely look forward to the tamales with our special Maya sauce.
Do you dream in English or Spanish?
It depends on who is in my dream, but I think it’s in both languages. The majority is probably in English.
What’s the most important thing you have on your desk right now?
A picture of my daughters. They are my reason for everything I am and do. I always want to set a good example for them. Sometimes that means trying new things and not succeeding and trying again, or pivoting and doing something different. I never want them to be scared of change or to try new things.
What do you consider to be one of your greatest achievements?
My greatest professional achievement is starting Alianza (the Spanish division) at Arrow Benefits Group. It has always been a goal of mine to help the Hispanic community and this is a contribution that means a lot to me.
How do you relax after a long day of work?
After a long day of work, I like to relax at home in my backyard just listening to all of nature’s sounds with a glass of wine. After all, I do live in Wine Country.
What is your favorite place you’ve ever visited?
I’m a summer baby and love the water. I recently visited Bora Bora—it was beautiful. I am now planning a trip to Europe in 2023 and am excited to explore new places.
If you could give a Tedtalk on one thing, what would it be?
How to communicate effectively to and reach a multi-cultural community in their own language. How best to not only translate languages for an audience, but to communicate ideas to them on a deeper, more meaningful and understood level.
