Paul M. Saldaña, President & Principal

How are you going to lead with courage, tenacity and purpose?

Born and raised in Austin, Texas, Paul has spent nearly 30 years in local government affairs, public policy, public relations, communications and political consulting. Saldaña served as a Political Consultant, Campaign Director and the Chief of Staff for the first elected Hispanic Mayor of Austin, Gus Garcia. As Chief of Staff, he served as the lead policy advisor to the Mayor developing comprehensive public policies and strategies in the areas of public safety, transportation, affordable housing, telecommunications, public finance, water/wastewater issues, economic development, public education, MBE/WBE issues and health care. In addition, he was directly responsible for managing media, community and intergovernmental relations.

Paul serves as a President and Principal of Saldaña Public Relations, a strategic consultant, advisor on governmental affairs, and contributor on quality of life issues including public education, voting, economics, healthcare, redevelopment, gentrification, and affordable housing to governmental entities, clients and the media. Saldaña also serves as a political consultant and contributor on national, state & local campaigns.

Paul is a firm believer in giving back to the community through volunteer work, service on various Boards and Commissions and being actively involved in issues that enhance and impact the quality of life for all Austinites. He is a Co-Founder of Hispanic Advocates Business Leaders of Austin (HABLA) a local Hispanic Think Tank group committed to developing sustainable solutions to quality of life issues. And a co-founder of HABLA y VOTA Action Fund, a non-partisan Political Action Committee dedicated to cultivating and supporting the next generation of Latino Leaders, candidates and allies. He is the coordinator and a leader with the Austin Latino Coalition, an alliance of Latino serving, civic, community and non-profit organizations and individual leaders committed to promoting civic engagement and self- determination. Paul led the efforts on behalf of the Austin Latino Coalition implementing a mitigation plan, public education, and prevention campaign to address the disproportionate impacts of COVID-19 in the Austin Latino community.

Paul currently serves as Vice Chair of the Board of Directors for the Austin Geriatrics RBJ Senior Housing Center, President of the Board of Directors for Mexic-Arte Museum, Executive Board of Directors of Texas Association of Mexican American Chambers of Commerce (TAMACC) and on the Board of Directors of the Austin Monitor, a nonpartisan local daily news source that exclusively covers important issues and key decisions at the intersection between the local government and the community.

In 2013, he was elected to the National Board of Directors of UnidosUS (formerly NCLR). He previously served as the Chairman of the Board for the Greater Austin Hispanic Chamber of Commerce, Executive Board of Directors for the Greater Austin Chamber of Commerce, Executive Board of Directors and Vice Chair of Legislation for the Texas Association of Mexican American Chambers of Commerce (TAMACC). In June, 2016 the Young Hispanic Professionals Association of Austin awarded Saldaña the Legacy Award for his years of community advocacy, leadership and commitment to quality of life issues.

In 2007, he was also among thirty-five national Hispanic executives selected to participate in the Inaugural National Hispanic Executive Leadership Academy at the prestigious University of Chicago Graduate School of Business. In 2014, Paul was elected to the Austin Independent School Board of Trustees, as the Trustee for District 6. He served as Chair of the AISD Board Oversight Committee on Educational Excellence Through Equity, Diversity and Inclusion, Vice Chair of the City of Austin’s Regional Affordability Committee and a member of the Joint Intergovernmental Subcommittee of the City of Austin, Travis County and AISD. In January 2016, Paul was elected as Vice-President of the AISD Board of Trustees by his colleagues and served until 2017.

In January 2021, La Voz Newspaper named Saldaña Person of the Year for 2020 for his years of leadership and advocacy in the Latino community. In July 2023, Saldaña received the Emma S. Barrientos Mexican American Cultural Center (ESB-MACC) Lifetime Achievement Award of Excellence presented to individuals in Austin that have demonstrated significant leadership, passion and have made meaningful contributions to Latino cultural arts. In 2024, Saldaña received the HABLA con ORGULLO Legado Award for making a significant impact in our Latino community & exemplifying Legado, Liderazgo y Latinidad.

Al Duarte, Senior Consultant & Collaborator

email: al@saldanapr.com

Al Duarte is a native Austinite and grew up with big dreams. As a young entrepreneur, in 1999 he opened his own jewelry store and his work has been seen at the Grammy Awards through Los Lonely Boys. Following his passion for music, Al manages & promotes bands in Central Texas and currently works with Grammy Award winning artists. Working with many accomplished clients and businesses, his brand (Al Duarte Management) has earned him a reputation as being a highly capable and an experienced administrative professional. Al quickly was seasoned to the industry standards and roles needed to elevate his career and publishing knowledge.

From March 2011-2022, Al served as an Advisory Board member for the A.B Cantu Pan-American Recreation Center, serving as a liaison between the city, the recreation center and the neighborhood to properly serve the community. Al is responsible for the infrastructure and production of the yearly community concerts (Summer Hillside Concert Series) presented to audiences of over 4,000 weekly.

With his instant access to music, arts and entertainment through grassroots marketing, Al Duarte developed a devoted following and in 2011 created Gold Man Records. Gold Man Records is a new Independent Label Representing Texas’ finest musicians, bringing you music and shows that generate excitement in a variety of music genres.

Al Duarte is the CFO and an original founder and co-creator of Blue Agave Travel which owns The Tejanos In Paradise Cruise. Creating the logo, designs and promotions personally the company has seen much success. Al’s company has been fortunate to have secured an amazing lineup of legendary Tejano artists .

Al was appointed by the Austin City Council to Austin’s Music Commission serving as a Commissioner from 2015-2019.

In 2019, Al founded and created Fiesta Austin, LLC. Fiesta Austin presents events that pay tribute to Hispanic history, heritage, music, and cultural traditions in the heart of East Austin, Texas.

Utilizing his lived experience as a native Austinite and recognition of the importance of Latino history, cultural heritage and traditions, Al brings an important perspective, skills set and professionalism to the Saldaña Public Relations team.

Eliza May, Senior Consultant & Collaborator

email: eliza@saldanapr.com

Eliza May, M.S.S.W, LMSW, is a mission centered professional who has dedicated herself to the Austin Hispanic community, state government and nonprofit organizations. A recent retiree from the Susan G. Komen organization, she was honored to served on the Komen Leadership Council advocating for health equity in underinsured and uninsured communities.

Eliza brings state government expertise having served in various executive capacities, from legislative aide in the Texas House of Representatives to executive director roles to two state regulatory state agencies. Her expertise has assisted the Retired State Employees Association (RSEA) Board of Directors during the past four years where she has served as a trustee and has developed membership strategies.

A former President and CEO for the Greater Austin Hispanic Chamber of Commerce (GAHCC), Eliza led the Chamber organization to national status. A natural collaborator, strategist and leader, she received national and regional awards from the U.S. Hispanic Chamber of Commerce. A sought-after business resource and advocate for Latinos across Central Texas and the state, Eliza advocated successfully for improvements in procurement practices with state and local governments. Selected by her peers, she Chaired the City of Austin’s minority and small business advisory board for a record eight years. Eliza is a founding member of Hispanic Advocates Business Leaders of Austin, (HABLA) forum and serves on the accompanying PAC. Trusting Eliza’s leadership, Mayor Kirk Watson recently appointed her to serve on the city’s Hispanic-Latino Quality of Life Commission.

Eliza’s service on many nonprofits’ boards, city commissions and volunteer efforts in the Austin community has availed her to a large and diverse network of community and thought leaders.

Eliza and her husband, Trace Kelly, have been married over 20 years and travel extensively. This travel experience brings new concepts on problem solving and civic engagement to the team of Saldaña Public Relations.

Alyson Vargas, Project Coordinator, Community Engagement & Communications

email: alyson@saldanapr.com

Introducing Alyson, a distinguished professional with an impressive educational background and a deep passion for community development. Holding a Bachelor of Science in Communication and Leadership, a Bachelor of Arts in Sustainability, and a Master's of Community and Regional Planning from the esteemed University of Texas at Austin.

Alyson's expertise in community outreach shines through her previous roles and experiences. As a graduate assistant at the Urban Information Lab, she honed her skills in facilitating effective communication to conduct surveys and plans to inform the public about renewable energy initiatives.

Her other role as a GIS Analyst at Farm and City focuses on advancing equitable transit-oriented development in Austin and driving initiatives to enhance affordable housing density. Throughout her academic journey, Alyson collaborated on diverse projects, engaging with private and public companies, and she is renowned for her adeptness in conducting participatory planning practices that embrace inclusivity with youth, the elderly, and minority communities.

Residing in Austin for the past seven years has fostered in Alyson an immense enthusiasm for connecting with residents and bridging communication gaps to ensure their voices are heard. Her dedication to communities' right to shape their cities' future informs her outreach methods, making her a valuable addition to the firm.

Alyson's readiness to join a dynamic firm and continue her professional growth underscores her commitment to excellence in community-driven communication and development.

Stephanie Gatica, Project Coordinator, Community Engagement & Special Events

email: stephanie@saldanapr.com

Stephanie is a fourth generation native Austinite highly regarded for her expertise as an event planner and community engagement coordinator. With strong organizational, planning and presentation skills and over twenty-two years of experience, she continues to demonstrate her ability with proven results and positive impacts.

Stephanie has immense enthusiasm for building bridges with residents providing access to events, resources, information, programs and opportunities to improve the quality of life for all Austinites.

Stephanie is a recent Magna Cum Laude Graduate from Huston-Tillotson University earning a Bachelor of Arts in Criminal Justice.

She remains committed to making a positive impact in Austin through community work and service.

Adam De Leon, SENIOR CONSULTANT & Collaborator

email: a dam@saldanapr.com

Adam is a native Austinite with a professional background rooted in over two decades of architecture. His career began under the mentorship of a local Austin architect, where he developed a strong foundation in construction documentation and technical drafting. After high school, he moved to southern California and continued to expand his architectural skills and develop his design and construction acumen by working with influential designers, engineers, established contractors, and construction managers.

From a foundation in K-12/Higher Education projects, Adam's expertise has expanded to encompass a wide range of market sectors, including commercial, hospitality, medical, mixed-use, and high-rise residential. This diverse experience has sharpened his ability to navigate complex projects and effectively communicate with various stakeholders. Adam's commitment to open communication, proactive problem-solving, and targeted communication strategies is a cornerstone of his approach. His ability to bridge the gap between technical information and compelling storytelling ensures that complex projects are presented in a clear, engaging, and informative manner.

Adam's architectural background brings a unique perspective to the field of public relations and on the challenges and opportunities facing complex projects and initiatives within the built environment. He is passionate about using his skills to help the Saldaña Public Relations team achieve their goals and make a positive impact within our partnered communities.

sTEPHANIE HERNANDEZ, Project Coordinator, Community Engagement & event planning

email: shernandez@saldanapr.com

Stephanie Hernandez is a small business owner of Safire Events, LLC and SHEA Administrative Consulting, and a Senior External Relations Associate at Texans Care for Children. With over 20 years of experience in event planning and administration, she oversees branding, sales, marketing, operations, and company development for Safire Events/SHEA. In her role at Texans Care for Children, she manages event planning and support for fundraising, board meetings, legislative events, and other initiatives.

Known for driving brand growth and operational excellence, Stephanie builds relationships with community advocates, officials, and sponsors, securing over $100,000 in sponsorships.

Stephanie has been civically engaged for over 20 years and founded the Safire Events Latina/o Power Hour in 2023 to connect local nonprofits with the community. Her leadership and volunteer work span various boards, including the National Latino Law Enforcement Organization, Hispanic Women’s Network of Texas, Greater Austin Hispanic Chamber of Commerce, and the Texas Association of Mexican American Chambers of Commerce. She was recently honored with a proclamation from the City of Austin, naming March 13th as "Stephanie Hernandez Day." She’s also received numerous awards, including the 2024 Estrella Award and the 2023 Emerging Latino Leader Award.

Stephanie brings a proven track record of experience and expertise to the Saldaña Public Relations team to support our client needs for building awareness, trust, and credibility for projects, services and brands.