Sometimes a tough situation requires a little creativity and a lot of willpower. This week, we’re featuring Ada Villatoro, proud owner of El Golfo in Silver Spring, MD, a Tex-mex restaurant known for its friendly atmosphere and festive live music concerts.
Ada is no stranger to the risks that come with owning your own business. She’s been in the restaurant industry since 1985, starting as a bus girl and learning every job in between. Over the years, Ada has gained experience in practically every part of running a restaurant--from bartending and waiting tables, to managing staff and customers, all the way to social media marketing.
With the new hurdle that many in the food industry are now facing due to the current pandemic, she’s had to draw on her past experiences--as well as her own creativity and tenacity--to tackle these new challenges.
A Bumpy Start
Ada became owner of El Golfo in 2004, after her brother, a local restaurant entrepreneur, asked for her help. Up until then, Ada had been waiting tables and learning the ins and outs of restaurant-life in the DMV. She had always dreamt of running her own business, so when the opportunity presented itself, she took it.
During its early years, El Golfo profited from the rising economy, but unfortunately it didn’t last very long. Around 2008, Ada realized her new business was in trouble. One of her business partners was dealing with a drug and alcohol addiction, and it resulted in an incredible mismanagement of the kitchen. The quality of the restaurant’s food and service suffered and they were losing business. With the recession looming overhead, Ada realized she had a choice to make. Either she could sell El Golfo, or buy her business partner out and start over.
Not willing to give up her business, she started over. She bought her partner out and fired most of her staff, save for one employee--a risk not many would make, but one Ada felt was necessary to wipe the slate clean. “I took over the kitchen,” she said. “I started giving the sauces a better taste, the plates a better presentation.”
But despite her efforts, the restaurant continued to struggle and she even found herself in danger of losing her house. For the second time, she considered selling the restaurant, and this time it seemed like the only choice.
When an offer came, she asked the buyer what he wanted to do with the place. He responded that he was planning to make a cantina-style restaurant with pool tables, a pretty big shift away from the white-table cloth atmosphere El Golfo was known for.
“It was going to be a completely different business,” she said. “And I thought about our base clientele. I was thinking, oh my god, this guy is going to destroy what I have worked on. And I decided that no, I’m not going to sell. I’m going to lose the house, move back to my little house, and I’m going to continue with this business. But I have to make a change.”
Trying Something New
The economy was struggling and people were not spending money the same way they used to. They were splitting meals and holding back on drinks. “I figured I was already losing, so why not open up El Golfo to nonprofits and fundraising events.” No one had done anything like this at the previous restaurants she had worked at, but she gave it a try anyway. She started connecting with local organizations and collecting a 20% fee, and business started getting better.
Then a local musician came in with the idea to host live music. Ada was not so keen. She knew her clientele and was worried that the loud music would make them leave. “I started fighting myself on that idea,” she said. “I was trying to figure out how I could keep the customers who like quiet and bring the music crowd in.”
Her solution? Host live music after dinner hours. It transformed the restaurant. El Golfo became known as a music venue, and they began holding concerts, dance lessons, and continued hosting fundraising events for local nonprofits, schools, and politicians. Ada had gone from building a clientele, to building a community, and it brought her business back to life.
“I had to change my mentality,” Ada said. “This business that you create is for the community. It’s going to serve the community. And they’re the ones who are going to pay for it. It belongs to them.”
This dedication to community is something that has set El Golfo apart from other local businesses, and in February 2020 Ada was named Takoma Foundation’s Azalea Award winner and recognized as a prominent business leader in the area.
Dealing with a Pandemic
Now in 2020, facing the threat of coronavirus and its impact on small businesses across the nation, Ada has had to use that same creativity and adaptability that saved her in 2008 to keep El Golfo open for business.
All across the nation, restaurants have been forced to close their doors and rely on carry-out orders. It’s a tough position to be in, but fortunately her staff, as well as the clientele Ada has spent years building and connecting with, has stayed by her side. “Our community really wants El Golfo to stay,” she said. “So they’re doing everything they can to help us out. And so are our staff.”
They have received donations, generous tips, and even handwritten letters from their long-time customers. Ada has also continued to promote her business on social media, a strategy she began adopting back in 2008. She actively promotes discounts and dinner specials on Facebook and Instagram. And through her social media activity, Ada was able to connect with Liz Brent, a realtor and founder of the nonprofit Silver Spring Cares.
Silver Spring Cares is currently partnering with restaurants and nonprofits in Montgomery County, MD to provide meals for families and individuals who are struggling to put food on the table. In just one day, they surpassed their goal of raising $10,000 and it’s those kinds of contributions that are keeping restaurants like El Golfo in business, as well as providing meals to those who can’t afford it. “I am so grateful,” said Ada. “And I don’t know how they chose El Golfo. There’s so many restaurants in Silver Spring and for her to pick El Golfo, it’s like God is guiding them.”
Ada is continuing to fight for her business, her staff, and her community. Her and her employees are still cooking and providing as many meals as they can. Ada even does deliveries herself.
“Once you are in this business, there’s a lot of responsibility. There’s a lot of people that depend on the small business, not just the ones that work there, but the people that bring the food to you, it’s the utility people that have jobs because of you, there’s a lot,” she said. “A lot of people depend on the business and I can’t just give up.”
Being a small business owner is never an easy job, but Ada’s adaptability and her willingness to face new challenges is one of the main reasons El Golfo is still standing. Ada’s journey and her dedication to community-building can serve as a reminder to all of us that what truly matters in times like these is our response and that choosing to support one another is never the wrong answer.
What advice do you have for other small business owners?
“Running a small business is not easy. But if you dream and you want to make it a success, you have to navigate through the ups and downs. To keep going you have to be creative. You have to invent new ways, take risks. You have to break rules. And yeah, don’t be afraid to make mistakes. Those are the rules for small business.”
How can we support your business and other local businesses during this pandemic?
“Ordering carry out would be the way to make sure we keep the lights on. But also pushing our local government to give us some kind of grant that we can get and stay ahead with the business. Because we are going to need help from the local government or the federal government.”
To order carryout or delivery, call El Golfo at (301) 608-2121.
What are you doing for your business or professional development during this time of social distancing? We’d love to share your stories! Email us.