Member Spotlight

Linda F. Ramirez

Member Spotlight: Linda Ramirez , Latin Film Festival

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Latin Film Festival St. Petersburg, FloridaLinda Friedman Ramirez develop an affection for Latin American culture while growing up in Western Pennsylvania as a child of parents of Eastern European descent.

It’s as improbable as it sounds, but the Friedmans began making drives to Mexico in the summer. Linda recalls first visiting Baja. Then, her mother offered to take anywhere to celebrate a special birthday when she was in high school.

She chose Mexico City.

Ramirez built on those cultural introductions during college at George Washington University. She eventually married — and divorced — a Mexican-American but her fondness for the art of the Americas and its people remains strong — so strong she’s leading the effort behind the inaugural Tampa Bay Latin Film Festival, set for Oct. 18-21, 2018.

The four-day celebration features four invited films, 11 competing for awards and a series of symposiums.

Ramirez, who speaks fluent Spanish, recently shared her thoughts about her passion for the culture, her plans for the festival and why she thinks it can help improve the image some Americans hold of immigrants.


Describe your passion for Latin America and its arts. It’s a bit surprising coming from a woman who grew up in Western Pennsylvania.

In the ’70s, I interned, and worked for an organization called the Pan American Development Foundation in Washington, D.C. It was an affiliate of the Organization of American States. I was a young person in my 20s and it was a really great experience because it was exposure to Latin America. In addition, I traveled to Central America, I traveled to the Dominican Republic and later to Chile and Argentina. It enhanced the fascination I had for Latin America.


So that explains the interest in the people, but what about the art?

You know, it probably started in Washington, D.C., and being exposed to a lot of great art. The Hirshhorn Museum. It’s not that I’m not interested in other art, but (Latin American Art) is something I’ve gravitated to.


You went on to earn your law degree at Willamette University College of Law in Oregon, but even there you maintained the connection to Latin America

I stayed there for about 30 years and I practiced first in Salem, Ore., and then in Portland, Ore. A large part of my practice was clients from Mexico and Central America for two reasons. One, it was an emphasis I wanted to have because I did speak Spanish and it was an enjoyable part of the practice. Also, at some point I had a contract with the state of Oregon to provide indigent criminal defense to Spanish-speaking clients.


So, you come to Florida to be closer to your parents who had retired here, and you eventually opened up the Feathered Serpent Gallery in 2012 in St. Petersburg’s Edge District. How did it go?

I calculated that we had over 30 different exhibits over a four-year period. The theme of the gallery was Latin America and Latin American arts. We exhibited a number of local Tampa Bay artists. We also had artists from abroad. The biggest thing we did is we hosted a delegation of artists from Honduras. They came to St. Petersburg and we had 80-100 paintings exhibited for 10-12 days and they were really fine people.


Unfortunately, you had to close the gallery in 2016. Did the rental rates get to be too expensive?

The Edge is not what it is today, but in addition our art was a niche art. And the other thing is, as you know, art galleries aren’t an easy business. There have been a lot of art galleries that have come and gone in St. Petersburg.


People come in to look, but they don’t buy.

Right. They come into look and a lot of people appreciated our cultural events but at some point, it wasn’t economically a good idea.


Now your interest in Latin American arts flourishes through the film festival. How did that come about?

In 2013, I approached Tony (Armer) about adding Latin American films to St. Petersburg’s Sunscreen Film Festival. In 2013, our gallery actually gave an award at Sunscreen for Latin American film. The next year I wasn’t involved but after that I started helping with the program and Latin American film.


What inspired you to step out and do your own film festival?

I was just felt it was time to do something more exclusively branded to Latin American film.


What has been the reaction in the local film community? Do you sense people are excited about the festival? 

Very definitely. One of the great things is I had already worked with some other people in the community on Sunscreen. So, there was already a group of people that had an interest, and some of those people have become good friends. So, when I started working on this, I said it’s going to be a small project and fairly limited, but I’ve had this great group of people who have volunteered and collaborated.


You had a collaborative effort on the poster for the festival, right?

We had a meeting to talk about the poster and we all talked about the concept and what we wanted it to express. One of the artists ended up doing the original drawing of this heart that’s kind of the shape of Latin America. That was Gabriela Valencia. Then Kim McDaniel actually casted it in ceramic. Then Gabriela painted it and Geraldine Arredono photographed it and created the poster. So, I see the poster partly being a process of people sharing their interest.


What are some of the films people can expect to see at the festival.

One is a film made by a female director in Colombia and it’s a drama based on her true-life experience of her father being assassinated. The daughter of this professor is very traumatized but she’s very angry and she wants to find the person who did it. The story has to do with her actually finding him.


Oh wow.

It’s going to screen at Eckerd College, which is perfect because the protagonist is a college-aged student.


What else?

Then we have a much more light-hearted film about a woman from Argentina who is let go by a family where she’s been everything for everybody for many years. She has to travel to another city and it’s a journey film where she loses her purse and meets a guy and there’s romance. Another film that just won an award from the Mexican Film Academy is called Devil’s Freedom. He interviews victims of Mexican violence and they all wear masks. It’s done so well and it’s not morbid. It’s very intriguing. The last one is a restored film from Cuba. It was made in 1979 and it’s made by one of preeminent Cuban film makers, Tomas Gutierrez Alea.


How would you put into words your passion for Latin American culture?

There are just a lot of good-hearted people in these countries, and it comes through in their art and in their film. Right now, it’s partly because of the anti-immigrant message that’s being put out there by some. I find it sad and really troubling.


Do you feel like the message distorts who they are? 

I represented hundreds of people from Central America and Mexico. It was rare that I found a client I didn’t like. You saw a real spectrum of people, their life experiences, their motivation. You got the sense people they were put into situations because of circumstances. I’m not a soft touch, by any means but …


… you have empathy for their plight?

I think so. If you go into rural parts of Central America and you see how people struggle. A lot of times they have almost nothing, but if you’re there, they will share it with you. It’s kind of like that trite image of someone bringing out their best cup just for you. That’s really a true image.


How do you like working at Rising Tide?

I like it. I was working a lot at home so it’s good to be out in this environment.

William "Bill" Lederer

Member Spotlight: William “Bill” Lederer , iSOCRATES 

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William "Bill" LedererHe’s a gifted wordsmith who just happens to have a mind for abstract math.

He’s worked on Wall Street and boosted the fortunes of his father’s business.

He’s started six different companies and sold four of them.

He’s the former CEO of early e-commerce company, a former executive at advertising giant WPP, and founder of MediaCrossing, the world’s first digital media trading company.

He’s a husband, a father, and a collegiate professor with so much knowledge he’s rewriting a major text book in his field.

Now Bill Lederer brings his business savvy and latest venture to Tampa Bay.

He’s currently chairman and CEO of iSOCRATES, the leading end-to-end provider of what Lederer calls PRPE: Programmatic Resource Planning and Execution. With a specialization in data analytics, iSOCRATES looks to lead the way in marketing and media automation.

He already counts News Corporation and Proctor & Gamble among his clients, but after acquiring new office space at Rising Tide Innovation Center in downtown St. Petersburg, he believes he’s perfectly positioned to grow iSOCRATES into an even bigger company.

Lederer roots his confidence in an uncanny ability to forecast industry changes, and all of the experience he draws from his varied background.

“Everything I’m doing now, you could look at it and say it’s a version of what I’ve already done,” Lederer said.

Lederer recently spoke to us about iSOCRATES, the changing dynamics of media and marketing and what drives him to continue seeking success in the industry.

Tell me about your business. It sounds complex, but the complexities 
seem to simplify business for your clients.

Absolutely. My background and the background of my business partner (COO Michael Weaver) is that we’ve spent a long time, more than 20 years, in media and marketing. We’ve tended to work more on the data and advertising side of the industry than on the content and creation side. There is a tremendous movement within media and marketing towards automation. Michael and I have basically been riding this wave from Day 1. We have both been there for the creation and development of automated approaches to media and marketing services. It has been our experience that the market is looking for end-to-end resources that can provide consulting, managed services and business process outsourcing. All of these are essentially technology-enabled services of one kind or another.

What makes the Tampa Bay area fertile ground to grow your business?

This community has done extremely well over the years with a variety of different kinds of outsourcing, particularly around technology. There are a mixture of data, technology and people here. It’s a very common thing. In fact, if you look at the greatest job creation that has occurred in this market, it’s basically been related to outsourcing and managed services of various kinds. This is a community that has always been well known for that. Pinellas County and Hillsborough County are rich in data and analytics talent, as well. It’s also very strong in account management and in sales and marketing. When you put all those things together, it’s a rich stew that for us creates a critical mass in terms of talent and potentially other kinds of growth resources.

Many people come to Florida looking to make a lifestyle change, and then they’re hopeful that they can find appropriate work. In our case, we came here knowing we already had a good, successful, profitable business that was going to grow a lot. So, we’re about job creation.

In what areas does the community need to improve?

I wish there was mass transit. More than mass transit, I really wish the educational commitment was stronger in these communities. There is a palpable difference in terms of investment and the priority for education, which is disappointing for me.

How have you and your company helped News Corporation.

I’ve basically been doing strategic consulting, operational consulting, managed services and business process outsourcing for almost two years, and we’re growing and growing and growing with that client. What we do for them is we help them better monetize the ad inventory that they have. We allow them to understand audiences much better than they would otherwise. We get more effectiveness out of their existing labor, and they’re able to grow more profitable. We’ve significantly increased their revenue in a dramatic way. In the case of News Corp as in our other clients, we typically start building a relationship in the U.S., we continue to do that and at the same time we’re putting in people off shore, that do various work that candidly is less expensive than if they were hired to do the work in the U.S.

Are the media and marketing buys related to social media?

It’s related to trafficking adds, selling unsold ad inventory, doing data science — all kinds of modeling work associated with trying to figure out the value of the inventory. It’s planning and executing media buying of various kinds for a wide variety of different kinds of clients. It’s both business to consumer and business to business.

Do the media buys typically include Facebook, Google?

It’s typically digital and it’s all programmatic. Our expertise is programmatic media marketing. We say that we are the global leader in Programmatic Resource Planning and Execution.

Yes, PRPE. You’ve trademarked that.

Right. What’s happening in our industry, media and marketing, is very much like what’s happened in financial services and enterprise resource planning and corporate software. Essentially, advertising, whatever kind of advertising we’re talking about, is in the process of becoming commodified and commoditized. In that process, as we develop more and more standards and there’s more use of technology and cloud computing — various software, artificial intelligence, block chain — all those things are coming to bear on media and marketing. The clients don’t have enough resources in terms of talent to understand what all of this is, how to apply it, how to make the best use of it and how to sustain employment. What happens in these very hot areas is it’s hard to keep your people. They get some exposure and training, and they expect more compensation and off they go to the next place. We are a point of stability and continuity for a lot of these companies.

You handle a lot of different tasks for your clients.

It’s incredibly wide ranging. You’re going to see this company grow and grow and grow where we’re going to have all kinds of different capabilities, largely driven by our clients. This is a good example of a company where our clients are driving the show. they say to me, who’s our audience? Where are they coming from? Where are they going? Did we price this too high? Too low? I don’t have enough audience. I don’t have enough traffic. Can you help me?

Is that why we hear so much about data analytics, because it can be used as a guide to consumer behavior?

From a consumer standpoint, we’re getting more relevant messages. We care about that, right? We need to be careful, however, that we don’t abuse our privilege. Our clients need a great deal of guidance about what they can and can’t do, technically, procedurally, legally, and how to price it. I spend a lot of time training sales people on how to sell it. We’re end to end.

What advice would you give to start-up entrepreneurs who may find a home at Rising Tide?

Your time and reputation are precious. Especially when you are trying to get established. Be ruthless about your focus and prioritization. For start-up entrepreneurs, time literally is money. Make every minute and experience counts. How and where you organize yourself and your team is critical. The market for financial and human capital is really competitive and unforgiving. Conceive, Build, Test, Fail, Learn, Optimize…fast. Reduce your drag coefficient wherever you can. Follow Your Bliss.

What do you find appealing about Rising Tide?

Welcome, the waters here at Rising Tide are warm and fertile for personal and professional growth as is the community you will be joining. The esprit de corps here is relaxed, but mature and flexible. The vibe is positive, supportive and unpretentious. Management under promises and overdelivers. They care and are paying attention, so you can focus your time and attention on those things you value most. iSOCRATES is lucky and proud to be here.

You’ve enjoyed so much success. You could be out at Pass-A-Grille every day sticking your toes in the sand. What’s driving you?

I think the thing that’s driving me is that I have this vision of the way the world could be or should be, and I’m really interested in making that happen. I know my clients need help and I know that there are other companies out there that can use that help. Rightly or wrongly, I have this vision of the next 10 years and what the needs will be of the community I work in. I think I’m capable of building a substantial business that can systematically meet the needs of those companies. It’s not the same thing as saving kids from cancer, but it’s something within the realm of what I know how to do.

It sounds like you’re talking about your legacy. In 10 years, you’ll be able to point to the impact you’ve had on the automation of media and marketing.

I don’t think of it that way. But in the end, the only real thing that makes a difference is the impact on individual people. I’ve had the benefit of creating thousands of jobs where I can see what I’ve been able to do for people. That’s a lot more interesting to me than the companies.


Manhattan Casino

Member Spotlight: Mario Farias, Farias Consulting Group

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Mario FariasWhen Mario Farias rides around South St. Petersburg, he sees a district longing to recapture its once legendary status as an economic hub.

He sees the Manhattan Casino, where two restaurants and an event center have found a new home thanks to his help.

He sees Commerce Park, where his guidance will help place a marine equipment systems consortium led by EMP Industries.

Most of all, he sees home.

The CEO-managing director of the Farias Consulting Group spent his childhood in South St. Petersburg, and after a whirlwind career, he has returned to put a positive imprint on a place he cherishes for its past glory and its future potential.

His career has taken him to New York University for college, around the world as an employee of a Brazilian airline and up the corporate ladder in the auto dealer industry. These days, however, Farias finds himself spurring economic development in St. Petersburg, including key projects in Midtown and at Harborage Marina, the first and only full-service mega yacht port on Florida’s west coast.

And he’s making his most impactful decisions from his office inside the Rising Tide Innovation Center on Central Avenue.

Farias recently shared his outlook on his key projects, the source of his ambitions and why he has chosen the benefits of a cowork space.

When you look at the role you’ve played in bringing about positive change to South St. Petersburg, a place you grew up, what’s the emotion?

That’s the thing that really turns me on, the legacy that it builds is everything. Somebody told me a long time ago that legacy isn’t what you leave for somebody, it’s what you leave in somebody. Just the idea that I helped create a couple of dozen jobs motivates me to do it again, do it again, and do it again.

You’ve worked with a number of companies over the years, but you take particular pride in your work with the Callaloo Group in bringing new life to the historic Manhattan Casino. The landmark building on 22nd Street — “The Deuces” — that once hosted some of the country’s most famous African-American performers is thriving. Tell us about it.

I grew up going to the “Deuces,” going to those businesses, so when the opportunity arose last year for myself and my partners, it was pretty amazing. I got to do something in an iconic building. We’ve built two great restaurants there and the upstairs (event space) is flourishing and doing what it’s supposed to do. We do events there with up to 300 people. We’ve done corporate events, we’ve done weddings, we’ve done concerts, we’ve done everything up there in the short time we’ve own it.

And you feel like the restaurants are where the “real magic” happens?

Callaloo is a Southern faire restaurant that we’ve injected with some Caribbean flavor to give it a different feel for St. Petersburg. There’s no other restaurant like it in St. Petersburg, there’s no one else who carries our menu. Then we have Pipo’s, the Cuban restaurant chain. So, we have two restaurants and the event space. The fourth component is the huge kitchen which serves as a commissary not just for our restaurants, but for catering. We do 30 outside events a year, weekend-type events in parks. It’s given us an opportunity to train people coming out of culinary school to not only work in the kitchen — but we’re looking to find the right partners to open up additional restaurants.

You’re teaching them the business lessons as well as giving them the culinary training?

Right. That’s a legacy piece of my design. When I left St. Petersburg in 1975, there was nothing here. It was a sleepy little town. … There was nothing happening. When I came back, I said if I ever have the opportunity, I will make sure that no kid has to leave here. The only way to do that is by creating jobs and creating opportunities.

Are you focusing on hiring people from South St. Petersburg at Callaloo?

Absolutely. If you go into our kitchen, I would say 90 percent of our staff is local. Most of them walk to work. And we’re looking to do the same thing in Commerce Park.

It must feel good to help reinfuse where you grew up.

It’s a resurrection of what it was. South St. Petersburg was a vibrant area. There was a lot of pride in South St. Pete for those of us who lived there, who grew up there. My wife was born and raised in St. Petersburg. When we drive by places, we remember all the businesses that were there that are now gone. It doesn’t resemble what I remember growing up. I remember growing up, riding my bike with my brother and my cousins — we all lived near each other — and there would be little places for us to do things. And they’re not there now. That’s why two years ago I took on the project of making St. Petersburg the winter home for the Tall Ship Lynx. I remember being able to ride my bike down to The Pier and play on the Bounty.

So, you pull together the different marine companies, builders and municipal contributions and brought that project to fruition. Tell us about the end result.

Last year, they had more than 1,000 kids experience the ship. The Lynx is truly a learning vessel and, it teaches kids the history and brings them close to the water. To see those kids and how they interacted with the crew, it was all joy.

They’ve probably never been on a boat.

Yes, and they’re first experience is on a tall ship? That’s amazing. You have the marine science industry here, and at the same time, you have Marinetek North America, the world’s largest floating dock manufacturer, EMP Industries, which manufacturers the components that go into marinas, And the Harborage wants to expand. So, you see all these things are starting to work together.

With all your success, you could be in the high rise down the street or have a free-standing office. But you’ve chosen the Rising Tide Innovation Center. Why?

Relationship. Real simple. Leigh Fletcher has been a friend of mine for several years, we were having lunch and she said, “Let me show you what I’m doing.” And I said, “Okay.” It was that simple.

I would imagine this historic space appealed to you. It’s nice.

Absolutely. This space — there’s nothing like it. It was definitely not something I ever intended to do. I really don’t need an office. I work out of the house, but I’ve found I get more work done here than I do at my house. My house has the TV and the dog and my wife. So, it’s good here.

How much does it help to have a law firm right here?

There are a lot of times I need a legal question answered, and instead of picking up the phone to call Leigh, I walk around the corner. She said, I feel very comfortable knowing you’re around the corner, and I feel the same way about her. It’s about relationships. Her and Tina and the staff are an amazing group of people.

What advice would you offer for entrepreneurs and business owners looking to spark their efforts?

Listen more than you talk. Don’t take no as a no, take it as a not yet. Surround yourself with the best people. Don’t be afraid to ask for help. And know that there’s always someone smarter than you.