BTN News: In just six years, California Advocacy, a Latino-owned lobbying firm based in Sacramento, has broken into the ranks of the 20 most powerful lobbying firms in California’s capital. Founded by Evelyn Pineda, with co-partners Marvin Pineda and Daniel Sánchez, this unique firm stands out as the only one owned entirely by Latinos. With a focus on representing unions, cities, and nonprofit organizations, California Advocacy has forged significant relationships with policymakers, all while navigating a challenging political landscape traditionally dominated by long-established firms. This accomplishment marks a remarkable journey for its founders, whose roots and vision continue to drive their success.
From Humble Beginnings to Sacramento’s Elite
When Marvin Pineda declined an offer to start his own lobbying firm in 2018, he had no idea that his wife, Evelyn Pineda, would seize the opportunity instead. With a background as a social worker for the Los Angeles County Department of Children and Families, Evelyn agreed to form the company that would later become California Advocacy. Within seven months, Marvin left his role at Capitol Strategies Group to join Evelyn, and the firm began to grow with new clients, including unions and cities in Los Angeles County.
Crafting a Unique Path in the Lobbying World
“Lobbying is a tough business,” says Marvin Pineda, a Guatemalan immigrant whose journey to the U.S. began as a child without legal status. His story reflects the unique position of California Advocacy in a field that has been traditionally unwelcoming to newcomers. “It’s hard to enter a space where established firms have been around for decades and often decide who gets in and who doesn’t,” he explains. Yet, through hard work and the strategic use of political contributions from the unions they represent, California Advocacy has gained significant traction.
Building Influence and Securing Results for Clients
California Advocacy’s rapid rise can be attributed to its effective lobbying strategies and strong alliances with influential organizations. Among their successes, the firm has helped Homeboy Industries secure funding and assisted CHIRLA in obtaining a $20 million grant for a new building. Additionally, they have supported the UCLA Latino Policy and Politics Initiative with key grants. “Our results speak for themselves,” says Marvin, highlighting the firm’s expansion into sectors like healthcare, transportation, and technology, representing prominent clients such as the California Hospital Association and the Sacramento Children’s Hospital.
Inspiration and Challenges in a Competitive Field
For Marvin, the inspiration to become a lobbyist came from Francisco Silva, a young attorney and lobbyist for the California Medical Association. “I saw myself in him,” Marvin recalls, “and decided that was the path I wanted to follow.” Despite the challenges, including resistance from established firms over their choice of company name, California Advocacy has grown steadily. “We knew it wouldn’t be easy,” Marvin admits, “but we have proved that a Latino-owned firm can thrive.”
The Power of Representation and Community Commitment
California Advocacy stands out not only for its lobbying success but also for its commitment to Latino representation in a field where diversity is rare. Evelyn Pineda, the firm’s president and a cancer survivor, is one of the few women and minority owners of a lobbying firm in California. “We want to grow while maintaining a balance that allows us to support our community,” she says. With a degree from Cal Poly Pomona and a master’s from USC in gerontology, Evelyn brings a unique perspective to her leadership role.
Navigating Relationships and Ethical Boundaries
The firm’s success is also due to its ability to build and maintain relationships with lawmakers and political insiders. “In our case, unions we represent make significant contributions to political campaigns, which opens doors,” Marvin explains. However, he also emphasizes their ethical boundaries, noting that they have turned down offers from companies with values that do not align with their own.
Guidance from Key Allies and Future Aspirations
Support from influential figures like former senator and assemblyman Richard Polanco, who serves as an advisor to California Advocacy, has been invaluable. “Opportunities come with hard work and discipline,” Marvin reflects, crediting Polanco’s mentorship for helping them navigate the complexities of California politics.
Looking forward, the firm aims to continue its growth while staying true to its roots. “We want to keep expanding,” says Marvin, “but always with a balance that lets us help our community.” As California Advocacy moves into its next chapter, the firm remains focused on advocating for those they represent and breaking new ground in a traditionally exclusive industry.
About the Founders: Diverse Backgrounds and Shared Vision
- Marvin Pineda: Born in Guatemala, Marvin moved to the U.S. as a child and later graduated from UC Riverside. He worked on key legislation like the Dream Act before pursuing a law degree from UC Davis, where he won the Witkin Award for highest grades. His passion for lobbying grew while working in Sacramento.
- Evelyn Pineda: A cancer survivor and president of California Advocacy, Evelyn graduated from Cal Poly Pomona and earned a master’s degree from USC. Her background in social work in Los Angeles County has shaped her approach to leadership and advocacy.
- Daniel Sánchez: The Director of Public Affairs at California Advocacy, Daniel grew up in the San Fernando Valley as the son of immigrant parents. With a degree in political science from UC Riverside, he has over a decade of experience in California politics and strategic communication.
A Promising Future for Latino Representation in Lobbying
With its unique position as the only Latino-owned lobbying firm among Sacramento’s top 20, California Advocacy exemplifies the potential for diverse voices in shaping public policy. Their success demonstrates not only the power of representation but also the impact of dedication, strategic vision, and ethical decision-making in navigating the complex world of political advocacy.
