Tacos And Tequila Play Roles In Leaderboard Of Mexico

He could have been selling tacos in Miami while studying for his PhD in law. Or he could have been breaking hearts on TV as a soap opera actor. Instead, Rogelio Cardenas opted to sell LeaderBoard’s services in Mexico City, put his PhD on the back burner (or the 19th green) and say good-bye to the bright lights of television.

Before assuming control of LeaderBoard of Mexico, and opening the 26th office worldwide, Rogelio quit his job as personal counsel for the president of the energy commission of Mexico. The reason? Tacos in Miami.

“There were some little problems with going to Miami,” he chuckles, “�my wife did not want to go! Seriously, this was really not much of an issue, but it was the first reason not to go to Miami, and then there was a delay in buying the taco franchise, so we decided to stay in Mexico.” Rogelio and his brother-in-law, Ricardo Viso, have been partners for several years in a company that specializes in promotion and advertising, the appropriately named Doble R (for Rogelio and Ricardo, of course). That means they are also partners in buying the LeaderBoard of Mexico franchise.

Besides the fact that Ricardo married Rogelio’s sister Veronica, their lives have long been intertwined.

“I will be in charge [of LeaderBoard] and Ricardo will be in charge of the company [Doble R],” explains Rogelio. “The first time we met the LeaderBoard people, Ricardo was going to make this happen. But he got a little sick, and that delayed the process, so we decided I would take over. One of our clients is Tequila 1800, a brand of Jose Cuervo. They have more than 10 brands and this is one of the brands. Tequila 1800 has its own golf tournament and is a sponsor in almost 70 [corporate] tournaments.” Therein lies the natural connection to LeaderBoard, which continues to build a reputation around the world for scannable scorecards, proprietary multimedia software and a presentation of scores that turn charity and corporate golf tournaments into entertainment. Its reach, however, now extends to just about any charity or corporate event at any time of year, in five countries � the U.S., Spain, Canada, Australia and now Mexico.

Give or take a Lorena Ochoa victory on the LPGA Tour, Mexico is not a country widely associated with the game.

“Because of her, there is more exposure of golf news in Mexico,” adds Rogelio. “It’s growing, the last 5 or 10 years. It used to be if you wanted to play, you had to buy a membership or be part of a family where you could play because the father bought a membership. Now there are golf ranges in the middle of the city, and that’s how you can learn to play. That’s how I learned, at a driving range three minutes from my home.” Still only 31, Rogelio Cardenas has on his resume a Masters in financial law, positions with many law firms and government offices, partnership in Doble R, ownership of a crepe franchise and a couple of credits on TV soaps.

His brief acting career was a means to an end.

“A neighbor was a TV producer from Mexico City. I was studying law and he was going to help me get into the law department at Televisa. Then he said to me: ‘You look like an actor. Do you want to act?’ So I went to acting class from 8 a.m. to 2 p.m., and from 4 p.m. to 10 p.m. I went to university. After I finished acting school, I was in a couple of soap operas � you have to beg to appear in TV soap operas. In two years, I gave away 73 autographs!” Making the decision to leave it in the past was easy.

“I enjoyed it, because you meet a lot of people. If I were going to be the next Tom Cruise, maybe I would still be an actor.” Like Rogelio, Ricardo has impressive experience in the business community. Only 37, he was in banking and insurance in the U.S. before returning to Mexico, where his last two positions were General Director, first of Merchandising for Elektra (Mexico’s answer to Best Buy) and then of Aiwa for Sony.

“We had good jobs and a lot of connections,” adds Cardenas. “I asked Ricardo if he wanted to be a partner. We were already close friends.” Their LeaderBoard of Mexico market covers five states in a country that has about 100 courses, 35% of which stage tournaments that fit the LeaderBoard footprint. The partners are new to playing the game, and both have handicaps around 30. Yet the fact they have a wide-open playing field left them with no reservations about buying a LeaderBoard franchise. Rogelio explains: “In Mexico City, there is nothing like this. When there is a golf tournament and you register, there is one person to do that. There is one spreadsheet. The pro takes care of the scores, and it takes three hours. There is a banquet and a raffle where you put names in a basket and draw.” That makes LeaderBoard of Mexico a perfect partner to take tournaments to a higher level.

Media contact: Rogelio Cardenas 52-55-25881064 Gerry Lev, President, LTS LeaderBoard 604-468-2211 (ext. 103)

For More Infromation Please contact:
Gerry Lev
President
Phone: 604-468-2211

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