Emmanuel Hernandez: Set for Success
By James Florence, Diamond Certified Resource Reporter
SANTA ROSA — After getting an early start in the concrete industry, Emmanuel Hernandez spent years gradually forming his expertise, so when an opportunity arose, he was set for success. “My uncle was in the concrete business and I started working with him when I was 17,” he remembers. “I worked my way up from cleanup duty to excavation, grading and rebar installation. It took me about seven years to learn the whole process from start to finish.”
It wasn’t until two decades into his career that Emmanuel took the step of starting his own company. “A big motivator for me to start my own business was to help people who had been affected by the wildfires in Sonoma County,” he explains. “I had a situation where a customer wanted to install a small patio but my company wasn’t able to help him because they were too busy with bigger projects like home foundations. I saw an opportunity right there and thought, ‘This is my chance.’”
Today, as owner of Calnorthex Concrete (“Cal” for California, “north” for the region of the state and “ex” for excavation), Emmanuel says he continues to derive enjoyment from his daily work. “I love the entire process, from demolition and excavation to making sure everything is properly graded and installed. My favorite part of the job is watering down a finished patio and seeing the water run in the right direction and drain properly.”
A resident of Santa Rosa (where he lives with his wife, Indira), Emmanuel spends his time outside of work on a variety of active pastimes. “I love to be outdoors, especially in the water. I enjoy kayaking, paddleboarding and snowboarding, as well as hiking and exploring. My wife and I go to Lake Tahoe as often as we can to enjoy the water and natural beauty.”
In regard to a professional philosophy, Emmanuel emphasizes the importance of communication. “Communicating with clients is a crucial part of my business,” he says. “When we start a job, the customer typically has an idea of what they want, and my job is to take that idea and make it a reality. In order to do that, I need to have a clear understanding of their vision and expectations. That’s where communication is key. By making sure the customer and I are on the same page, I’m able to deliver exactly what they expect.”
When asked the first thing he’d do if he were to retire tomorrow, Emmanuel says he’d travel. “I’d like to travel all over the United States in an RV, as well as visit some places overseas. It’s hard to get away because I love working and I don’t like handing over jobs to someone else—it’s like the company is my baby and I need to take care of it. But one of these days, I’ll definitely take the opportunity to do some traveling.”
Ask Me Anything!
Q: What’s your favorite sport?
A: I like combat sports like boxing and mixed martial arts.
Q: Are you a dog person or a cat person?
A: I’m a dog person.
Q: What’s your favorite local restaurant?
A: SEA Thai Bistro in Santa Rosa.
Q: If you could time travel, would you go to the past or the future?
A: I would travel back to the 1950s or 1970s. If I went back to the ’50s, I would take the knowledge I have of the future and invent something cool. I’d also like to go to the ’70s because I love the cars from that era.
Q: What’s your dream car?
A: A 1970 Chevy Camaro SS.