Alex Rodriguez, Vice President, Southern Arizona Regional Office, Arizona Technology Council 
Bio:
Alex Rodriguez was recently promoted to Vice President of the Arizona Technology Council and leads the Southern Arizona Regional Offices. He joined the council as Director 2 years ago and has not looked back in growing the brand, influence and value proposition of the tech council in Southern Arizona. Alex holds his master's degree from Harvard University and a BA from the University of Arizona. An Army ROTC graduate of New Mexico Military Institute, Alex served as a Captain in the U.S. Army with deployment to Bosnia over the millennium and worked at the Pentagon under President Clinton.
Alex held several business leadership roles in three fortune 100 companies including Raytheon prior to joining the tech council. He was elected to serve on the Governing Board for the Tucson Unified School District and was a one-time candidate for U.S. Congress in 2006. He is a frequent speaker on business leadership effectiveness, was recognized by the Arizona Daily Star as a 40 Under 40 leader and selected by Latino Leaders National Magazine as a Top 20 Latino Leader in Arizona. He is an Amazon Best-Selling Co-Author with legendary Brian Tracy of Counter-Attack, Business Strategies for Explosive Growth in the New Economy by Celebrity Press Publishing.
Having recently attended the TECNA Summer Conference, what was your biggest take-away and how will you use this insight in your organization?
The TECNA Summer Conference was highly impactful and empowering. All staff members who work in technology associations should attend next summer as the experience provides a strong framework by which to gauge how effective you are in comparison with other similar associations TECNA-wide. You pick up gems and best practices left and right! At TECNA, professionals genuinely work to help each other get better across the board.
It is indispensable training and the networking is unmatched for those of us running technology trade associations. My single biggest take-away was the use of storytelling when it comes to selling our value proposition and new membership. The Monday upon return from TECNA, I landed a coveted new member who we have pursued for years by utilizing the storytelling methodology that Adrain Davis taught us! My hats off to Adrian! Please bring him back.
What is the most notable change that has impacted your members during your tenure at the Arizona Technology Council (ATC)? How has ATC responded to this challenge/opportunity?
The most notable change is and continues to be the broader economic challenges that are still underway as the Economic Recovery improves. Confidence in new revenue growth is vital for our members and it determines in large part the amount of dollars they are willing to set aside for membership, sponsorship, etc. The biggest single factor that we have lead to impact decision-makers is to raise the perceived value and brand of our organization by executing a number of value-driven events, actions, committees, etc to be seen as a key driver for their business growth. We have to lead change or change will lead us. Examples range from new events to new ways of thinking that add increasing value to our members.
What is one program you’re most proud of at your organization? Why?
I am most proud of our Tucson Ambassadors program. Volunteers from regional member companies serve tirelessly to help me execute our programming and they tout the countless membership benefits to everyone they know. I've never seen such dedicated commitment by a small group of volunteers out to help transform and improve our region's economy through technology innovation and improved membership value in everything we do.
If anyone would like tips and tricks for launching or revitalizing your Ambassadors program, shoot me an email or pick up the phone. 520-275-0519 or [email protected].
Name one way you’ve changed your work based upon something not going as well as you hoped the first time? In other words, what would you recommend to someone doing similar work so they learn from your previous experience?
Membership turnout at our over 150 events per year statewide and approximately 50 or so events in Southern Arizona either breed confidence or a lack there. With so much else competing for our member’s time and attention, it is imperative that our events are flawless and value-added each and every time. So I shifted the way I held the first couple events when I was new on the job by focusing more on showering warranted attention and due recognition upon our members. They love it, need it and thrive on getting even a small boost of recognition before other members because it helps them achieve their business objectives. We are here to serve them and their needs and not the other way around. It boils down to improving leadership skills to have more positive impact!
Second, embracing use of local media by conducting radio, TV and print interviews from time to time has helped attract new members and position the tech council as a key influencer in the business community. I highly recommend you provide relevant content for the media to cover your organization today!
Name one tool, website, app, etc that you find very helpful professionally.
Linkedin is a powerhouse for developing local leads for membership growth. Having said that, I am working to master use of this tool to fully leverage its impact on our organization here in Southern Arizona.
When you’re not working diligently on behalf of your members, what do you do for fun in your spare time?
My wife Claudia and I love taking our six-year-old daughter Emi Sofia to University of Arizona events including football games! Emi Sofia loves the excitement and always manages to lead cheering fans with her Arizona Wildcats cheerleader uniform! "Bear Down Arizona!" Check out the pic for fun!
