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A strong set of values guides the operations of one of Central America’s largest family owned commercial and residential development companies.

During its 50 years of operation, Grupo Roble has developed nearly 12 million square feet of commercial and residential property throughout the region.

Grupo Roble is the real estate division of Grupo Poma, a multi-industry corporation. “Within Grupo Poma, my family and I strongly believe in transmitting our family values throughout the organization,” Corporate General Manager Alberto Poma says. “These are integrity, excellence, innovation, respect, solidarity, service and love for work.”

‘Leadership by Conviction’

Poma says he actively motivates his staff to succeed. “I strongly believe that a successful leader is able to guide his team to do things because they want to, and not because they have to,” he stresses. “I practice a leadership by conviction, not by imposition.

“I am convinced that if a leader is able to accomplish this form of leadership philosophy, the company and everyone within the organization benefits,” he adds.

Poma says many of his leadership philosophies come from his father and company President Ricardo Poma, who he calls the most significant mentor he has had during his career.

“His guidance and advice, both personally and professionally, have helped me grow to the person that I am today,” he says. “I hope to continue learning and working with him for many years to come.”

Alberto Poma started his career at Grupo Roble in 1998 as a sales executive, and was promoted in 2001 to a marketing manager position. He became general manager after earning an MBA from INCAE Business School in 2004.

Building Strategy

Grupo Roble owns and operates 19 shopping centers throughout Costa Rica, Panama, Honduras, Nicaragua, Guatemala and El Salvador. The centers all fall under one of four brands: Multiplaza, Metrocentro, Metromall and Unicentro.

The shopping centers see more than 110 million visitors annually combined. In addition, the company owns and operates two office complexes, and has built more than 50,000 homes since starting business in 1962, Poma says.

Poma says the quality and innovation of his company’s properties help differentiate Group Roble in the industry.

“Our leadership position in the Central American shopping center industry is due to a variety of factors,” he adds. “First, it is very important to have a well-defined strategy and to be extremely disciplined in its execution. Second, it is crucial in order to be successful to be very selective in the projects you choose to develop.”

In addition, Poma says the company designs and builds unique projects that allow it be the best option in satisfying the consumer’s needs. “Finally, none of this is possible if the organization does not have motivated, committed and well-prepared personnel,” he adds.

The company takes advantage of the latest technology throughout the construction process, uses the highest quality of materials and works with internationally recognized designers.

“We feel strongly committed to our clients,” Poma says.

Grupo Roble looks to constantly improve its shopping centers. “We consider it essential to maintain the highest standards in design, aesthetics and functionality,” Poma says. “Our permanent effort to have the optimal tenant mix throughout our projects makes them the preferred shopping centers for consumers.”

Newest Development

Grupo Roble in June 2010 finished work on the Torre El Pedegral development, the tallest residential complex in San Salvador, El Salvador. The development is part of a Multiplaza-brand mixed-use complex that includes a shopping center with roughly 538,000 square feet of leasable area, as well as a five-star hotel and four office buildings.

El Pedegral features two 25-story residential towers. Each tower features 86 apartments and two penthouses. Tower amenities include an outdoor pool, indoor and outdoor children’s play areas, a gymnasium, lounge area, multipurpose event area, a business center and storage areas.

The tower offers two and three bedroom apartments featuring Travertine marble floors in the living room, dining room, vestibule, kitchen and balcony;  wood floors in the family room and bedrooms; an Italian-style kitchen with granite countertops; walk-in closets; a Jacuzzi; central air conditioning and marble bathroom fixtures.

“Torre El Pedegral was built for people that wish to live in a secure environment with the best views of the Volcán de San Salvador and the city,” Poma says.

Future Growth

Grupo Roble continues to grow.  The company is currently in the final stages of design and development of four projects: the Escazú Corporate Center in Costa Rica, the third phase of Multiplaza Pacific in Panama, the renovation of Multiplaza Escazú in Costa Rica and the renovation of the seventh phase of Metrocentro San Salvador.

The Escazú Corporate Center, with its 29,528 square feet of leasable space, will form part of the multi-use project Multiplaza Escazu in Costa Rica.  Grupo Roble is planning on starting construction in November 2010.

Because of the high demand for commercial space in Multiplaza Pacific, Grupo Roble is in the final stages of design of its third phase.  This additional phase will provide clients the opportunity to form part of the most successful commercial project in Panama City, the company says.  The third phase of Multiplaza Pacific will offer 360,000 additional square feet of gross leasable commercial area.

Grupo Roble also regularly renovates its properties, as it believes innovation of existing projects is essential in the commercial market, Poma says. It plans to renovate portions of its Multiplaza Esacazú and Metrocentro San Salvador in 2011.

Positive Changes

Poma says the company recently made a number of changes within the organization to address economic changes brought about by the global recession.

“These changes enabled us to offer a better product for the final consumer, rationalize our investments and lower our cost of operations,” Poma explains. “These changes also enabled us to develop housing options that, due to differentiated characteristics and prices, became the best options for the banking system to finance.”

“Throughout our shopping center operations, we benefitted by counting on a well-defined commercial strategy that enabled us to further fortify our leadership position in the market,” he continues. “The implementation of our commercial strategy assisted us in maintaining high levels of occupancy – 99.4 percent – and increased our number of visitors.”

Grupo Roble’s development of mixed-use projects also has a positive impact through the generation of jobs and commerce. Each of its developments can create up to 6,000 new permanent jobs once in operation, Poma says.  “Another important impact of a multi-use development is the direct contribution to the urban growth of cities,” he adds. “Due to the high levels of commercial activity, our projects have become reference points for other companies, creating new development nodes.  The increment in commercial activity attracts new investments in original concept stores and 

international brands.”

Responsible Management

Grupo Roble believes strongly in supporting the communities where they develop projects. The company is active in four areas of social responsibility: health, education, environment and culture, Poma says.

The company is active with FUSAL, a non-profit organization founded more than 20 years ago. The group recently spearheaded “Libras de Amor,” a program focused on fighting infant malnutrition.

FUSAL provides teams of doctors, nutritionists, nurses and social workers who work with more than 60,000 people in rural regions of El Salvador to provide medical and nutritional services. As a result of the organization’s efforts, infant malnutrition rates have decreased, and access to prenatal care has increased.

The organization also helps families produce or raise income to purchase nutritious food.

Many of the families FUSAL works with have set up home gardens or become involved in agriculture, and others have been trained in work and business management skills, it adds.

Grupo Roble also regularly contributes to the Escuela Superior de Economia y Negocios (ESEN), a non-profit institution founded by Ricardo Poma. “He has always believed that the base for prosperity in a country is education,” Alberto Poma says.

On the environmental side, the company sponsors Parque Nacional Los Volcanes in El Salvador. The park includes the Izalco, Cerro Verde and Santa Ana volcanoes.

Finally, Grupo Roble promotes culture through Teatro Luis Poma, which produces a wide variety of plays throughout the year.

The non-profit theatre is named after Luis Poma, Alberto Poma’s grandfather, and sponsored through a Poma family foundation, Fundación Poma.

Positive Feedback

Grupo Roble was recently named by the Great Place to Work Institute as one of Central America’s best companies to work for. The Institute gathers information about companies through research, employee surveys, and other tools, according to the organization.

“I am very proud that our employees feel this way,” Poma says. “I believe that this positive feedback is due to a leadership philosophy that permits each team member to perceive pride of ownership, responsibility, the opportunity for growth within the organization and active participation in the decision process.”

The company devotes significant time and resources to training its employees in order to remain innovative and keep up with advances in technology, he adds.

Poma is confident the company will continue to expand its footprint in the near future.

“I hope to lead Grupo Roble in the development of projects throughout the Latin American region,” he says. “I feel confident that Grupo Roble will grow its leadership position throughout Latin America with the development of innovative, differentiated projects.”