Erick Estrada helps lead a historic neighbourhood into a new era
On a brisk December afternoon, Erick Estrada stops to chat with business owners along Edmonton’s Alberta Avenue, greeting each by name. As the executive director of the Alberta Avenue Business Association, he’s working with the vendors to prepare for their final night market of the year.
Estrada (Management ’18, Spirit of NAIT Award ’22) likens the sense of community in this historic north-central neighbourhood – established in 1894 – to that of a small town.
“Here, you can get to know the owner of the [businesses], the family that owns the restaurant, people who are cooking. [They’re] hard working people – family, community-oriented businesses,” says Estrada, who took on his role in July 2022. There are more than 250 businesses in the area, on and around 118 Avenue.
The job can be challenging. Faced with social issues and aged infrastructure, Alberta Avenue became the focus of Edmonton’s first neighbourhood revitalization project in 2005. Though the area is now home to festivals, multicultural dining and shopping, and a thriving arts community, locals continue their efforts to transform it and enhance its reputation.
Estrada, who lives and volunteers in the neighbourhood, is one of those advocates. Less than 10 years ago, he immigrated from Mexico and enrolled at NAIT to learn English, eventually earning his diploma, all while taking on volunteer leadership positions. He’d go on to partner with fellow grad Cesar Antonio Cebreros Lara (Digital Media and IT '17) to start FlamingSoft, a company that develops customized software and technology support for businesses.
We talked to Estrada about what led him to the role, how he’s putting technology to work in the effort, and the pleasure of helping people reach their goals.
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How did you come to the role of executive director?
Part of being an engaged neighbour was being part of the Alberta Avenue Community League board, and I was the treasurer at the time. We were running a deficit, so my goal was, how do we get out of the deficit? We started with some fundraising events and connected with the businesses along the Avenue.
Then I learned that they were hiring for an executive director and some of those business owners approached [me to apply].
What are some of the initiatives you’ve developed to help business owners?
The introduction of technology is one of the biggest components. There's a lot of different technologies available but people just don't know how to use them.
We developed an app for people that wanted to have a discount to eat in one of our 60-plus restaurants. We’re looking to expand it to other businesses … so it would be like the Avenue pass. We’re looking to have a gift card embedded into it as well.
What other projects are you most proud of?
We've been very creative in adding more commercial opportunities for smaller businesses.
The night market series opened lots of square footage that wasn't previously available for smaller vendors. We partner with businesses that own large parking lots in the area and then we enabled this space for smaller vendors to start their business careers there.
How else do you support businesses?
Especially [for] the ones that are looking to grow … we open our office for them to come work here and continue developing their business. We look into our Rolodex of contacts and connect them with different resources.
Knowing where to start, I think, is the biggest challenge, or [knowing] what questions to ask. I didn't know that until I started here.
The business association also works with other community groups that host festivals throughout the year. How do those events address any negative perceptions about Alberta Avenue?
[Having] more people in the area elevates the perception of well-being. And people tend to concentrate on the negative and the stigma that surrounds [certain] areas.
So the perception of safety improves when there are larger activities because people are here and they don't see any negative stuff.
What are your goals for the association?
Our goals are to promote the area as a family-friendly shopping district, full of family-owned and operated business. We measure success by the number of members that successfully manage their operations … as well as how much [they] contribute to the economy and the well-being of the community.
What motivates you to do this work?
The other day at [a community league event], one of the neighbours approached me and said, “Hey, I was in this forum of people that are starting businesses.” They said that I help people. And I'm like, “Yes, I try to do my best to share information with others.” I just like to help others navigate their challenges.
What’s next for you?
I'm going to take some more courses at NAIT to get my [Bachelor of Business Administration]. You have to continue improving yourself. And that's something that I preach to everyone within the area, too. You have to carry on learning.