Changemaker: Veronica Barela
Veronica Barela’s tireless work and deep love for her community have left an enduring mark on Denver’s west side. Her time spent as the leader of NEWSED Community Development Corporation led to substantial investment in the Santa Fe corridor and surrounding community, a once blighted neighborhood known today for its vibrant arts scene and community events that showcase the community’s Chicano, Mexican, and Latino cultures.
“I was born in the North Lincoln projects on 14th and Navajo,” said Veronica. “The west side is my home. They call us Westsiders.”
As she neared the completion of her first undergraduate degree at Metro State University, Veronica was recruited for a scholarship program that allowed her to continue her studies for an additional year and earn a dual degree while working in the community. She spent the year working at the Justice Information Center in a legal advocacy role, assisting clients in navigating the judicial system and accompanying them to court. She graduated with bachelor’s degrees in psychology and public administration. She would later go on to earn a master’s in public administration from University of Colorado Denver.
The Justice Information Center was located within Denver’s Westside Action Center, one of many Community Action Agencies (CAAs) established by the Economic Opportunity Act of 1964 as part of President Johnson’s War on Poverty policy focus. The Westside Action Center was soon tasked to expand its operations into economic development, and this mandate led to the creation of the New West Side Economic Development Inc. (NEWSED) in 1973.
Initially an arm of the Westside Action Center, NEWSED Inc. evolved into a separate organization devoted to economic development and revitalization efforts. Veronica served on the Westside Action Center’s Board of Directors and was later named President of NEWSED in 1977.
“NEWSED’s goal at that time was to revitalize Santa Fe Drive,” explained Veronica. “The city had established neighborhood business revitalization (NBR) areas, which was a U.S. Department of Housing and Urban Development (HUD) designation. Santa Fe Drive was one of those NBRs. We had large community charette meetings where people would gather to talk about what they thought Santa Fe Drive should look like.” The designation unlocked funding opportunities for local businesses to access below-market loans and made the neighborhood a targeted area of investment for the City of Denver. One of the first major grants NEWSED helped administer was a $13.5 million Urban Development Action Grant (UDAG) awarded by HUD in 1978, which resulted in more than 1,000 units of housing and the development of the King Soopers grocery store on Santa Fe and 13th Avenue. When it opened, the store was the largest King Soopers in Colorado and quickly became one of the busiest. Funds from the grant also supported streetscaping efforts and housing rehabilitation for homes throughout the La Alma Lincoln Park neighborhood.
“The UDAG project was the beginning of it,” said Veronica. “We were able to revitalize that whole northern end of the Santa Fe corridor. As we administered UDAG funds to the community, there was a lot of resident participation as we organized every block in the neighborhood. Each block was allocated funds for sidewalks, curb cutbacks, fencing, and to plant trees. You can still see remnants of this project today as you look at the homes in the neighborhood.”
As NEWSED’s efforts expanded southward along the Sante Fe corridor, the organization invested in local businesses and ongoing revitalization work including streetscaping, lighting, and building restoration. NEWSED opened a Business Support Office for Sante Fe Drive merchants, and soon began hosting community events that drew people from throughout the city into the burgeoning neighborhood.
In 1987, NEWSED led efforts to bring Denver’s annual Cinco de Mayo celebration back to the neighborhood, attracting 5,000 people to the Santa Fe corridor the first year it was brought back. It was eventually relocated to Civic Center Park where it grew to one of the largest Cinco de Mayo events in the country. As redevelopment along Santa Fe continued, NEWSED supported local artists, galleries, and cultural events. Artists began to move into the neighborhood in increasing numbers, eventually forming what is today known as the Santa Fe Arts District.
“Arts and culture is economic development,” Veronica emphasized. “It creates jobs, and it creates self-worth. Serving mostly Latinos and being on Santa Fe Drive alongside organizations like the Chicano Humanities and Arts Council, the Museo de Las Americas, and Su Teatro, arts and culture have always been an important part of our community.”
Beyond its impactful revitalization of Santa Fe Drive and the La Alma Lincoln Park neighborhood through various economic development initiatives, NEWSED expanded its work over the years to include employment training programs, financial coaching, affordable housing development, and a suite of programs to support homeownership. In the early 90s, NEWSED began hosting the Civil Rights Awards, an annual tradition honoring individuals and organizations in the community working to advance social justice.
NEWSED developed Villa de Barela, a mixed-use development named in Veronica’s honor, which opened its doors in 2005. The property is located near the intersection of Santa Fe and 10th Avenue and includes retail space, 38 affordable apartments, and office space out of which NEWSED currently operates. Veronica retired as NEWSED’S President and CEO after serving 40 years in the role, passing the baton to her daughter, Andrea, who continues to lead the organization today.
Veronica has sat on various local and national boards and committees throughout her career, including serving as a member of the Consumer Advisory Council for the Federal Reserve. She served consecutive terms on CHFA’s Board beginning in 1993 and continuing until 2001, and she was good friends with CHFA’s late Executive Director David Herlinger, who was on NEWSED’s Board when he passed away. Veronica has received numerous awards and recognitions for her career accomplishments, including the Denver Mayor’s Legacy Award for Excellence in the Arts. Upon her retirement, former Denver Mayor Wellington Webb presented her with a key to the Cableland mansion, the official mayoral residence, which is available to nonprofit organizations for philanthropic events.
Today, Veronica serves as the Executive Director of the Denver Metro Fair Housing Center, a nonprofit organization focused on eliminating housing discrimination that she helped start in 2012. “I may work until I’m 80 if I can, and then I’ll retire,” Veronica said with a smile. “I enjoy working. It keeps you active.”