PROFILE

Brook Stockberger

Nov. 6, 2009 (McClatchy-Tribune Regional News delivered by Newstex) -- LAS CRUCES -- Even in good times, a chamber of commerce must work to provide enough services -- as well as communicate the availability of those services -- to members and potential members in order to maintain growth.

When the economy is fighting its way out of a recession, though, that job becomes even more difficult.

"Just like a home environment, you start looking at what expenses are and decisions you have to make that are hard, businesses have to do that same thing," said Gilbert Apodaca, president of the directors for the Hispano Chamber of Commerce de Las Cruces. "And then of course the question is: 'What do you do for me? What is the Hispano Chamber doing for me as a business?'"

Apodaca, 51, said the chamber, which currently has more than 300 members, must be ready to answer that question.

"Retaining membership is becoming harder," Apodaca said. "You have to work just as hard for renewals as to get new members."

The answer, by the way, to the questions of relevance, comes no multiple levels, Apodaca said. Chamber membership allows a small business owner to avoid isolation with networking and advertising opportunities.

"You can have a sense there are other people trying to make it in the small business (community)," he said.

Right now, the Hispano Chamber of Commerce de Las Cruces is looking for a new executive director.

Former director Rachel Garcia-Benagas announced in September that she was stepping down from the job to take a

position with the U.S. Census. Amanda Olivarez Cruz has been named interim director.

Apodaca said applications for the job will be accepted until 5 p.m. on Nov. 16. They can be turned in from 8:30 a.m. to 4:30 p.m., Monday to Friday at the chamber's office at 3530 Foothills Road, Suite E.

The new director will also help with the organization's public outreach, including programs such as its middle school student recognition program.

Done four times a year, the events honor a variety of different students with no economic division or grade requirement, just students, nominated by teachers, who have shown improvement in any area.

Incorporated in 1994, the Hispano chamber moved its office from 308 E. Griggs Ave. to 3530 Foothills Road earlier this year.

Apodaca started his one-year term as president in the summer. He has been involved with the chamber for about two years, he said, thanks to involvement of his employer, Memorial Medical Center.

"The hospital (wants) to be focused on the community and both chambers," he said in reference to the Greater Las Cruces Chamber of Commerce. "I was asked by senior management to see if I would be interested in participating to see what they could do to help."

At MMC, Apodaca is administrative director, a position that touches many of the areas that keeps the medical center operating. He has worked for MMC since 1992.

"I'm responsible for the operational part the nonclinical areas: environmental services -- a lot of people know that as housekeeping, laundry services -- guest relations and security; biomedical services; equipment management; telecommunications, the operators."

A Truth or Consequences native, Apodaca and his wife Renee -- who works at Thomason Hospital in El Paso -- have both been in the health care industry for many years. Apodaca is alumnus of Leadership Las Cruces and is currently on the board of the Mesilla Valley Economic Development Alliance.

The Hispano Chamber of Commerce de Las Cruces can be contacted at (575) 532-9255 or by e-mail at HispanoChamberLC@qwestoffice.net.

Apodaca said he enjoys fishing and golf. He even once took a golfing class.

"(The instructor) asked, 'How many people want to do this for a living?," Apodaca said. "People raised their hand and he said, 'You'll have to quit your work and do it full time. The other people, just make sure you enjoy yourself when you're playing.' That' what I try to do. I'm not a good player, but I love going out there."

Brook Stockberger can be reached at bstockberger@lcsun-news.com; (575) 541-5457

Newstex ID: KRTB-0108-39530277