♪ "comunidad del valle." i'm damian trujillo. today, latino inspiration, the new president and ceo of the arizona coyotes on your "comunidad del valle." >> nbc bay area presents "comunidad del valle" with damian trujillo. >> and we begin with what's been happening across the country, and what it's done to the good community work that police do. daniel cortez, the president of shop and the cop foundation in

silicon valley. welcome to the show. >> thank you for having me. >> give me your assess tent of what you've seen across the country. >> these are very turbulent and unprecedented times across the country between police and communities, here, as well as across the country. i think there's a call for action. there's -- this is a pivotal moment in time, in history, that there's going to be this new paradigm shift in policing. there's calls for reform. there's also calls for defunding the police. so that there's a lot of challenges ahead. >> what has this done to the good work that you've been doing in your foundation across the silicon valley? the pictures are beautiful when you're taking the kids out for christmas shopping and when

you're reading to the kids in class, delivering bicycles to their schools and backpacks and what not. this has to be a big blow to that community effort, or is it? >> well, that's a great question. the concept behind shop with a cop was the very reason why this nonprofit was created. that was to foster the mutual respect between law enforcement and the communities they serve by engendering the trust in the community and humanizing the person behind the badge. because we're children focused, that the children see officers through a positive lens. but we're going to face some obstacles, some really challenges ahead. because that trust that officers build has been lost. and it's very, very hard to bring that back now, given the current climate across the country, that we're not seen as the protectors and public servants that we really are.

we see the animosity and vitriol that's spewed against law enforcement. and i think chief garcia of the san jose police department said it very well, that the actions of one impacts us all. so our work is even more critical now than ever in the community on the community outreach programs that we do. >> you know, some people are not going to want to listen to what you have to say today. they're not going to want to hear about it. but you said something that always sticks with me, and that's humanize the person behind the badge. why don't you do that for me, humanize the person behind the badge. >> we strike to build the bridges of collaboration and building the programs for the youth to achieve their fullest potential. and we do a myriad of programs in the community. number one is our reading and literacy program. we're addressing some of those systemic causes of poverty and getting into the schools, we're

in five local elementary schools. number one, we're an ethnically led nonprofit. so we're 100% volunteer driven. our board and the work we do is compromised of people of color. and everything that we do has a police officer tie-in to it. so the reading is fundamental where we have these reading programs, after-school programs and summer reading camp, and we're taking these children from learning to read to reading to learn. again, every assembly we do, every function in the community as well as those elementary schools that we're in has a police officer coming to those assemblies to talk to the children, to get that connection, that leads into that relationship that we will build upon for future years to come. so that we can have safer communities in the future. and children are very impressionable.

we know that if we were to do these events with people in their 20s or 30s or 40s, they already have their preconceived notions about police and we're not going to change that. so we have to start at a younger age. >> and the -- i've seen the pictures again and i see when the kids clammer when they see an officer with a badge, the fact that they're there, going above and beyond because you're not pulling people over, you're there because you're educating our kids. >> thank you. we're having those positive contacts. and i think you can relate as well, how many times did we -- when we were with our parents and saw a police officer walking by us or at a store and your mother, your dad told us if you don't behave, i'm going to have that officer take you away. that's counterproductive. doesn parents come and say johnny, you better behave. we can't that have anymore.

we have to move forward. we have to build those relationships, and it's going to take time. because the children, they sit down with their parents. they watch the 6:00 news in their language of choice and know what's happening. so we feel that we would rather have the children run to us rather than away from us. it's those connections that lead into those relationships that will be everlasting for years to come. >> we're talking to darrell cortez, the president of shop of the cop foundation in silicon valley. we'll be back, because there's an an ek do it ecdote i want yo with our viewers. stay with us.

we're back with darrell cortez, the president of the shop with a cop foundation in silicon valley. we're talking about humanizing

the person behind the badge. tell us about that one little girl in the swi emotions. we get upset. and police officers see so much within a ten-hour shift and over a lifetime of people doing good and people at their worst. when it comes to children and trying to save the life of that young girl, that it really hit hard and it's still -- it is still in my mind today after 30 years. but yes, we are emotional. i mean, we do have emotions. >> you know, you hear not every cop is a bad cop. but do you think after what's happened that every cop should take a step back, maybe reanalyze themselves, their careers, and how they're approaching things and say maybe i can tweak a few things here and there in my approach? >> yeah, i agree that reform has

to be starting now. it should have been started a long time ago. and officers have to really take a deep look inside themselves and say am i here for the right reasons? am i letting my emotions get the best of me? we have to have that sense of control when we're out there, be it a demonstration and all the civil unrest that you witnessed. you were recording live on that. and don't let the emotions get the best of us. and at some point, we have to decompress and go about our normal lives, take off that badge and gun belt, duty belt and uniform, and just relax and take all the stuff that we've been on our shoulders that we have seen throughout our years and especially the current civil unrest that's unfolding before our very eyes. >> i've asked all the questions, darrell. i know you have a list. tell us what you want to get across.

>> well, i want people to understand that we're out there in the community and our work is more critical now more than ever. we want people to join us. we want people to understand our mission and our vision is to get the community to trust us in what we're doing out there for the benefit of the community. it only strengthens the community and we can't do this alone. we need donor support, corporation support to invest in us to so what we're doing. again, we're 100% volunteer driven, so none of the money goes to pay salary or rent. it goes out to the community where it makes the most impact. and it's going to actake a whil for us. we know we have challenges ahead, but we also see an opportunity to change perceptions, be it child, be it parent, be it people who just don't have the respect for police officers. but we're not going anywhere.

we're hitting the ground running and we have been for the past 13 years, and we just need people to step up and support us. anything they can and look at our website, our social media platforms, and see the good work we're doing in the community. >> darrell cortez, the president of shop of the cop foundation, silicon valley. any final thoughts before i let you go? >> just consider supporting us. come out and volunteer. witness firsthand the impact and the transformation that we are creating in these neighborhoods especially communities of color impacted by police actions. >> all right. darrell cortez, thank you very much. thank you for sharing that with us. and we'll see how long this transformation takes, but you're right, something has to give, something has to be done. thank you very much, darrell cortez. >> thank you very much. back here on "comunidad del valle," we'll return with the new president and ceo of the

arizona key yocoyotes of the nh.

now with us on "comunidad del valle," we're honored to be joined by xavier gutierrez, the new president and ceo of the arizona coyotes, the only latino president and ceo in the national hockey league. welcome to the show, xavier. >> thank you for having me. really appreciate it. and very honored to be here. >> how does that feel to hear that, the first -- long and coming or what's your take on that? >> you know, it's definitely lo long and coming. our community needs to be at all seats of decision making, of power. and i'm just truly grateful for this opportunity. i really feel like i'm sitting here on the shoulders of a lot of people who have opened a lot of doors. and now i feel the responsibility and obligation to be here, do a good job and be mindful my job is also to open the doors for the next

generation. >> you do know it gets up to 120 degrees in the phoenix metro area, right? >> i heard that. i also heard we have monsoons. >> and don't mention the sand storms. >> i heard they call them haboobs. >> you mentioned that effort of how it doesn't stop with you. >> it never does. obviously with my family, my parents coming here as an immigrant from mexico and them instilling education as a tkey component of my life, my future, my three siblings, my brother and two sisters, all of which having grown up in san jose, that was a major part of our life. but it doesn't stop. it's not just in this opportunity that i have

professionally but personally. my wife and son, we're very proud of our latino heritage and we need to open doors for others and be there for our community. >> it started on the east side of san jose and you worked your way up to bellerman and on to the ivy league schools, if you will. >> absolutely. very proud to have grown up in east san jose, going to public school, went to norwood creek elementary and i was imbraced by bell bellerman. it was definitely where i felt i got an amazing education, but prepared for the rest of my academic and professional career. and yes, as you mentioned, i then had the fortune of going to harvard, worked on wall street, worked at the nfl league office and came back to stanford law school where i finished up my

academic career. >> what was it about that third grade teacher, about that high school history teacher maybe, maybe it was a business class, what was it about those teachers that kind of opened your mind and those doors and said, this young man is going to go far? >> sure. i think it was so many things and so many people that i need to be thankful for, including individuals that i had never met or never had a chance to thank in person. what i call all the door openers in my life. i think it started first and foremost in a belief in me, that an immigrant from mexico, a latino kid had the intellect, work ethic and potential to be successful. so those folks really saw something in me that was nascent and really believed in me and guided me, mentored me and introduced me to other

individuals who then put me on the career path that i'm on today. >> reading that insignia behind you that sports has the power to change the world, what does that mean to you, xavier? >> that was a major reason i chose to take on this opportunity. i come from a long career in business and if finance and investment. so here i am in sports, and people have asked me why did you make the change? sports has the incredibly powerful voice and platform, where i was at in my life i wanted to do something that not only made business and financial sense, but allowed me to pursue my personal passion. i have a very strong interest and passion around the economic empowerment of communities in particular the latino community. so this platform allows me to really pursue those things. >> i know about this much about

hockey. i know there's sharks fans here in the bay area. but do you have to know everything about the game, what the blue line, is or is it more about the business aspect, or you have to be well rounded, right? >> first and foremost, i am a sports fan. right now in this pandemic, i've caught myself watching corn hole competitions on espn. so i got a glimpse of the sports business when i worked at the league office of the nfl prior to attending law school at stanford. so i got to understand that sports is an incredibly -- sports business is an incredibly powerful institutional, sophisticated business. so that is something that i'm bringing to the table. but i went to my first hockey game as a freshman at harvard, which was around the time when the sharks came. and you can attest to it, because you are a coyotes fan in

waiting, i believe. but for all the sharks fans there in san jose, you guys know very well it's a hockey town. that community, that entire community, i have friends on the east side of san jose still who proudly wear their sharks jersey. and in large part because it says san jose on it right across the chest. and so that's what it takes. it takes to truly embrace all members of that community. that's what i hope to do here, as well. >> we'll be back with xavier gutierrez, the new president and ceo of the arizona coyotes of the nhl. stay with us.

we're back with xavier gutierrez, president and ceo of the arizona coyotes of the national hockey league. a lot of us are satisfied, xavier, with opening up a checking account, a small savings account, you know, obviously a 401(k). you're of the belief we have to think higher than that. we have to expand our minds when it comes to financial stability and how we deal with our

finances. >> absolutely. i'm very passionate about this. the latino community absolutely powers this economy. we're the consumers, labor force participants and the small business owners. even despite the challenges from this pandemic, i fundamentally believe that we're going to drive the recovery of this economy, because we're young, we're building households, we're creating families, we're participating in this labor force. and what we need to be talking about now is how do we become owners, not just participants, not just consumers, how do we become owners in this economy? and part of that, i think, is an engagement around these issues. we unfortunately as a community don't like to talk about money or the future and how can we can manage our credit or manage to create wealth. and i think it starts by engaging around it. and then educating ourselves on how do we become more powerful

participants in this economic system. >> you have to lose fear, right? when you talk about investing some of your own money, there's a fear factor you have to overcome to take that next leap. >> absolutely. you have fear. you need to have trust in sources of information and product and services. i know that we're talking about sports today, but i'm an investor and a co-founder in a new financial digital platform targeting the latino community to create that trust and connection and introduce this community to products and services they need to order to truly be powerful participants in this economic system. that's the type of process we need to encourage in our community. >> i sense another show topic for the next time. >> absolutely. >> i did a story once here in the bay area. there was a police chief, he'll remain nameless.

i was at a gathering, a breakfast. he had his entire command staff at his table. i noticed it was an all-white male command staff. i did a story on it because the sense is that when you surround yourself with a diverse board, a diverse executive team, you don't allow for different divergent ideas to come in, so you have tunnel vision how to approach things. how do you see that concept and how do you plan to manage, you know, one of the great franchises of the national hockey league? >> sure. i unfortunately or fortunately look at things through the business lens. it just does not make sense from a business decision to just have the same folks at the table when you're making decisions. when you have diverse voices, when you have diverse backgrounds, when you have women, latinos, people of color at the table of decision making,

you bring in their perspectives and you're able to analyze a problem or an opportunity or an investment in such a much more rich, complex, and full way. so from a business decision, it just makes sernlnse. it's fine for latinos to be sitting at these tables, given our impact and importance to this society. >> and given the civic engagement that has required sometimes of sports franchises, that community that you're in now, the metro phoenix area, is rich with latino culture, generations that have been there before this became the united states of america, when that land you're on right now was still part of mexico. so the roots are deep there. talk about the civic engagement that you want to take the coyotes to in that area. >> 100%. that was a key reason why i chose to accept this opportunity that alex morrello offered me

and i'm humbled by. but it was to come here and say this community has generations of latinos and a very, very proud history. and yet i feel like it's on the cusp of a growth, of the expansion of its economic, political, and civic power. and i want to be a part of that. i wanted to help be part of the leadership here. and more importantly, i wanted our organization and our franchise. this isn't about me, this is about us, this is about an enterprise that says you are our community. we are part of it. and so how do we empower this community to the fullest? and so it's something that i fully embrace. it's part of our strategy and business plan. and i think we are going to work very hard. but i do believe and have a lot of faith we'll be successful. >> xavier, it feels like a member of the family has reached the levels you have.

any final thoughts before we let you go? >> you know, i just want to thank you for this opportunity to say hello to obviously all the wonderful friends and family i have there in the bay area. th it will always be home for me, though i now have a new home and community. where i grew up will always define a large part of who i am, and what i've been able to accomplish. i'm mhonored and humbled and i want to thank all of those individuals from the bay area that were supportive of me and helped guide me and allowed me to be here. >> thank you very much, xavier gutierrez, the new president and ceo of the arizona coyotes. thank you so much. and good luck to you. >> damian, thank you very much. >> we'll be back next week. we'll see you here on "comunidad del valle" on nbc bay area. thank you for watching. ♪

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