Don Shapiro, a graduate of the NYU School of Commerce Accounts and Finance, introduced the business concept of ‘vertical’ growth to his then ghost writer, and now partner Valentin Sandoval. The foundation of vertical growth is the control of every component of a business from the inside out, starting with land and buildings. The constant query for filmmakers in El Paso/Juarez, has been to create sustainability and autonomy, to continue to develop the filmmaking/storytelling craft everyday so that one’s creative process and end product is on a world class level. The other main challenge has been creating a distribution platform who’s potential trajectory of expanding target audiences has a measurable metric. These are a couple of the components that we’ve been learning and continue to apply within the framework of our communications company, that is Power at the Pass.

The origin story of Power at the Pass, ironically begins with the power of storytelling. Having written a poetic narrative, Valentin was hired by Don to finish authoring his memoir. Don’s story, essentially, has been that of a New Yorker coming to El paso 63 years ago in the search of adventure. The kind of adventure that Don would find, would be one that would be telling of the growth and reality of the American dream with respect to the Mexican/American border. In the mid 60’s, ex mayor of Juarez and businessman Jaime Bermudez and Don Shapiro were in essence, the pioneers of NAFTA with the implementation of twin plants, ‘maquiladoras’. At 90 years old, Don is co-authoring a book, and running 3 companies. His latest and most exciting is the communications company, Power at the Pass. This company is the exact personification of ‘vertical growth’ with regards to content creation, branding, communications, and marketing.

The ‘mythos’, thesis, is how story, poetry, metaphor, is a technology. They become the inception, the foundation that enables for a blueprint to be created. This blueprint is what leads to the vision, development, and execution of an idea that can then be valued and commoditized. In this case, the story of Don Shapiro and Valentin Sandoval, is a multi-cultural confluence. Don came from the Bronx, grandparents migrated from Prussia to the United States via Elise Island. Valentin’s mom migrated and became a citizen through El Paso/Juarez. The two come from mayor immigration points.

Power at the Pass originated as the title of the the book. El Paso, known as The Pass of the North, literally translates into ‘He Passed’. Our borderland was transitory. Now, the intent of the book, is to assist the reader in recognizing that one no longer has to leave the borderland to accomplish their highest aspirations. One can now acquire power right here, at the pass. It’s no longer a passageway, it’s a great foundation for future generations to create the life of their
dreams.

The way to communicate the power of that message is through technology. Power at the Pass, throughout a 16 month period, has become a creative incubator that supports, promotes the many cultures, entrepreneurs, technological innovators encompassing our border region. We have set up a studio/workspace that brings together complimentary people that are focused on generating creative content that inspires the power within. Accompanying the book, is a
documentary, where we include some of the regions most influential people in the business, artistic, political, technological communities. Everything that we create at Power at the Pass is geared towards letting the world know that El Paso/Juarez is the place to be. It is about creating and owning our narrative, and designing the stories, the platform, the network, the technology, the system of getting the message out to as many people as humanly possible.