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Spanish
The People Behind Electrica Veel
by Margaret Fleming
A couple of weeks ago John and I had a chance to interview the owners of Electrica
Veel. They are Elias Lizárraga and his wife Veronica. The name Veel comes
from their first names, VE from Veronica and EL from Elias.
Elias is a cousin of both Pancho Pino and Fausto Soto, well-known local builders,
and his father was in the hardware and lumber business, so it seems quite natural
for him to be connected with building and knowledgeable about many facets of
it.
Veronica and Elias both grew up in Puerto Peñasco. Her father was a fisherman.
Elias is a graduate of the Universidad de Baja California in Mexicali, and Veronica
got her education at a local commercial school. They started the business 13
years ago, and they now have 10 employees. Their store is not just electrical,
but a full-service hardware, and in addition to selling parts, tools, and supplies,
they also do installations, both commercial and residential. It is easy to see,
from their outgoing personalities and their willingness to be helpful, why their
business has prospered.
When we talked to Elias and Veronica upstairs in their office above the store,
we noticed that a large room divider in the center had openings where model
cars and trucks were displayed. We learned that Elias's passion is racing--jeeps,
pickups, motorcycles, sandrails--anything that moves. He is the owner and developer
of the new track, Pista Los Patos, being built on the outskirts of town. He
has been racing seriously for the last 5 years, and the office is decorated
with many prizes and awards that he has won. We counted at least 15.
Veronica and Elias have 4 children: Alexia, 13; Alexis, 9; Axel, 5; and Alexa,
3. No doubt they will grow up to take their places in this fine family business.
One of the things we enjoy about writing articles for our newspaper is getting
to know the people who are doers in Puerto Peñasco. We're always fascinated
with the variety of businesses and the different backgrounds of the owners.
We like discovering the story behind the store.
