The Echo-nomist

#8- Women Entrepreneur series

From doing manual labour to becoming one of America’s richest self-made women, Alvarado’s influence and money have only grown. Today, her touch can be seen all over Denver. But nothing came easy to her. Two of the biggest challenges she probably faced were beyond her control: being a woman and a Latina. This was back in 1971, when discrimation was widespread. 

Linda grew up in a large family with six siblings. As the youngest child, and the only girl, she was expected to play sports. Her parents were determined to spare her from “women’s” household chores to focus on her academics. Her father would tell her, “you got six kids, you got a team.” In high school, a coach told her that girls couldn’t compete in the high jump. Her mother went to the school and demanded change. Alvarado went on to win the high jump and Girl Athlete of the Year award. 

Although she didn’t know it at the time, her athletic nature was surely a step towards a construction career. After her graduation from college in 1973, Alvarado landed a job at a Los Angeles construction management company. To this date, she thinks she landed an interview only because she used her initials on the form (instead of her full name), thus disguising her gender. 

Working at the construction job was far from easy on her mental health. Being one of the only women, in a largely male environment, she was subjected to a lot of discrimination. Some of the all-male construction crews called her “spic chick” and posted crude drawings of Alvarado naked. Between all the bullying, she realised she had found her calling in the construction industry. She liked seeing a building rise from the blueprints and decided on making it her career. 

She took various courses in surveying, estimating and computerized scheduling, in order to hone her skills. In 1976, at the young age of 24, she started her own company. She recalled, “I was told I was bound to fail because of the double whammy of being Hispanic and a woman. But I thought to myself, in math when you multiply two negatives, you get a positive.” Talk about being optimistic… 

She was turned down by 6 banks for a loan. Her parents always supported her. They lent her $2,500  by borrowing against their home at 24% interest, something she found out after she returned the money. Her mother would often recite, “Empieza pequeño, pero piensa muy grande” (start small, but think very big). She did as her mother preached. When Alvarado Constructions began operations, they worked on small projects such as pouring gutters and sidewalks and building bus shelters. Eventually, she got a Small Business Administration- backed loan. 

Slowly and steadily, she built a reputation for her company. Their big break came in 1983, when Joy Burns, who founded the Women’s Bank of Colorado, hired her to renovate the 17-story, 80-room Burnsley Hotel in Denver. It wasn’t all uphill from there. In 1992, they were working on a project to build an office tower at Denver’s airport when two ironworkers installing a beam fell to their death. The work had to be stopped for an investigation and Alvarado had to fend off other contractors circling this job like they were vultures and this was their prey. She had to rebuild their reputation. 

Today, her construction company has offices in Arizona, California, Colorado and New Mexico. They are building projects for large companies and reputed persons. They are also responsible for large multi-million-dollar commercial developments like Bronco Stadium. It’s one of the biggest construction companies in the southwest and it made Linda the first female CEO to head a construction firm. 

However, this isn’t her only achievement. She’s also into fast food chains. Not on purpose though! In 1984, she was developing a shopping center in a run-down part of Denver and needed a famous fast-food chain to set up shop there. Taco Bell didn’t want to risk it. So they agreed to let Alvarado open a franchised operation there. Her husband, Robert, was keen to run it. It was a win-win. A few years later, Taco Bell asked to buy it back, but the couple declined. Instead, they asked for more locations. Palo Alto is now the 28th biggest restaurant franchise operator with $325 annual revenue and 150 franchise restaurants! 

In 1992, she made history, yet again, as the first Latio (male or female) owner of a Major League Baseball Team, the Colorado Rockies. It was also the first time a woman was in a bid for ownership of a major league franchise. 

She continues to inspire women and Latinos around the world. She faced discrimination and sexism at almost every turn. Despite that, she didn’t give up. Now, she’s a successful woman entrepreneur who has made history more than once. She once said, “I stay away from four-letter words: cook, wash, dust.” Now that’s something relatable.