County seeks stronger connection to multicultural community

Martin Gonzalez (from left), owner of La Milpa, a popular Mexican restaurant on Hull Street Road, chats with lunchtime customers Lourdes Gonzales and Lesbia Marroquin. Page Dowdy/Chesterfield Observer Juan Santacoloma is a busy man.

As the multicultural liaison for the county, Santacoloma reaches out to immigrant communities that might otherwise be underserved. He attends cultural events in the community, and he serves as a radio and television show host to get the word out about county activities, services and health issues.

If that weren’t enough, Santacoloma writes articles for local Spanish language newspapers, and he either does or oversees the Spanish translation of all documents released by the county. Santacoloma’s efforts embody the county’s endeavor to connect to the area’s multicultural community. Some of the groups targeted by the county include Asians, Africans and Hispanics.

“We want these communities to know the county is here,” Santacoloma said. “We are trying to participate in different community activities … to spread the word about my position and our efforts.”

Chesterfield has become far more diverse in recent decades.

Between 1990 and 2010, the number of Hispanics in the county increased dramatically, from 2500 to 22,864, according to the U.S. Census. Over the same time period, the number of black residents grew by 156 percent, from 27,067 to 69,412, while the Asian population increased by 166 percent, from 3,877 to 10,294 people.

Meanwhile, the number of white residents grew at a more modest 21.8 percent, from 177,266 to 215,954.

In response, the county has hired a bilingual switchboard operator, added a translation tool to its website and created the Multicultural Advisory Committee in 2009. The committee gathers data on issues like business, health, education and housing, then reports back to the board of supervisors.

“It’s all about communication,” said Don Kappel, director of the Chesterfield Department of Public Affairs. “We’re doing our part to reach out to them.”

One of the people the county has reached out to is Martin Gonzalez, president of the Merchants Club Association of Virginia and owner of La Milpa, a popular Mexican restaurant on Hull Street Road. The association focuses on assisting Hispanic small business owners, and Gonzalez says the county has helped his organization locate programs and information.

“[They’ve] helped a lot of business owners here,” Gonzalez said. “They’re doing a lot of good programs. … If the county keeps developing culture and commerce at the same time, I believe we can get a better understanding of each other.”

Santacoloma says the biggest barrier that immigrants face is education and lack of knowledge about dealing with emergencies, such as hurricanes.

“There are many people here who don’t have any idea about natural disasters,” Santacoloma said. “We need to educate them and let them know what’s going on.”

One of Chesterfield’s efforts to reach out to the Hispanic population will take place on Jan. 7, when the county cosponsors El Juguetazo, or Three Kings Day, at L.C. Bird High School. For the eighth year in a row, children will each receive a toy as part of the event. Santacoloma anticipates that 2,500 people will attend this year, including 1,100 children.

Kappel says the growing number of multicultural events and facilities, like the Cultural Center of India in Chester, is evidence that the county is moving in the right direction. “Chesterfield County has been found to be a welcoming place by many different cultures,” he said.