It may come as a surprise that radio personality Geena the Latina — formally Geena Aguilar — never pictured herself on the air. If it wasn’t for a morning show audition 15 years ago that brought her to the city she considered a second home, San Diego might have missed out on one of the market’s more popular radio hosts. While her path began as an intern at a Los Angeles radio station in college, she was working as a sales associate for a television station after college, when her two brothers were shot and killed within five months of each other.
“After that, I stopped working altogether for a year because I was so depressed. My old boss from the radio station called me after that year and told me to come back to the station. He said I could work as little or as much as I wanted. He just wanted to get me out of the house,” she says. “I am forever thankful to him for that.”
Aguilar threw herself into her work, befriending colleagues, working late hours and pitching in to help out and learn any aspect of the job that needed an extra pair of hands. Although she was initially resistant to the spotlight that came with the job, it’s helped her realize that her voice matters, and she’s used it to help others.
One of those ways is through her Girls Empowerment Conference with the Positive Movement Foundation. The foundation is a San Diego nonprofit that works with schools and other organizations to provide educational tools, empowerment events, and other resources to vulnerable children. They’re hosting their “Cocktails for a Cause” fundraiser 6 to 10 p.m. today at 1899 McKee St., San Diego. The Girls Empowerment Conference is one of the beneficiaries of the event.
Aguilar is an on-air personality at Channel 933, co-host of “The Geena the Latina and Frankie V Morning Show,” and lives in the East Village section of downtown San Diego. She took some time to talk about her radio career, the Girls Empowerment Conference, and finding her voice.
Q: Most of us who listen to the radio know you as Geena the Latina on Channel 93.3. What led you to choose a career in radio?
A: When I started out as an intern at 102.7 KIIS FM in Los Angeles during college, I was eventually hired in the promotions department, and continued working there throughout college. I never wanted to be on the air; I worked there because it was fun and all of my friends worked there. I always wanted to work in the entertainment industry, but I didn’t know exactly what I wanted to do. I thought of myself as more of a behind-the-scenes person.
[After the deaths of her brothers] I started working at the radio station again and completely threw myself into everything I could do there, probably just to keep myself busy. I’d stay at the station all day long, talking to people, helping whoever needed help, or sitting in on show meetings. I became the street reporter for the station and worked red carpet events, which eventually led to morning shows asking me to audition. I didn’t want to audition because I still didn’t think that being on the air could be a career, but one of those auditions was for a morning show in San Diego and I just loved San Diego. I grew up visiting the city, all of my friends had attended college here, and I’d already felt like San Diego was a second home. I got the job 15 years ago and I’ve been here ever since!
After being on Channel 933 for a year, I wanted to quit because I couldn’t handle all of the negative comments, messages, and emails. I hated the spotlight (and still don’t love it), but one morning, I shared the story about what happened to my brothers, and the response was overwhelmingly supportive. People were saying how much my story touched them, helped them, or how they related to me because of it. I finally realized that maybe I was supposed to be on the radio. If people listened to me when I had something serious to say, then I could put up with all of that other stuff. I realized that it was important to have a voice about things that mattered, and there was no bigger platform than on one of the biggest radio stations in San Diego, talking to a million people a week.
Q: Can you tell us about how you came to be known on air as “Geena the Latina,” and what it means to you to represent this part of your identity and culture?
A: When I first started, they were trying to think of a catchy name for me. At the time, there weren’t many Latinos on the radio, if any. They wanted a name that captured who I was, but also communicated that I was Latin. One day, one of the on-air DJs started calling me “Geena the Latina” and it stuck. I like the name, I think it defines who I am, and I am good with that. I am American first, of Latin descent, and my family is Mexican, but I was raised here in the U.S. We speak both English and Spanish, we grew up eating Mexican food and going to low-rider car shows, and my Spanish could be a lot better, but that’s also a product of us growing up with everything American. We grew up heavily immersed in the Mexican American culture, but also grew up very American. We’re an interesting mix of Latino that I feel represents a lot of people who were raised the same way, here in the U.S. We are proud of our Latin/Mexican roots and heritage, but are also proud to be American. I’m part of a generation that grew up with both cultures that shaped us to become who we are, and I’m proud of that.
What I love about downtown San Diego …
I love that it’s right in the middle of downtown San Diego and Little Italy. It’s a five-minute ride either way. Depending on what I feel like doing, everything is pretty accessible. I also love that I’m so close to North Park, as I frequent that neighborhood almost daily. I love having visitors and them being able to be so close to so much to do! Downtown, the harbor, Little Italy, Barrio Logan—I’m close to everything.
Q: Tell us about your Girls Empowerment Conference.
A: I’d been a keynote speaker at conferences for girls at both Mount Miguel High School and at the University of San Diego. After speaking at both conferences, I thought about combining them in order to maximize resources and to provide a massive conference for teen girls from all over San Diego. I spoke to the organizers of both conferences, and we started our Girls Empowerment Conference in 2017. The girls are provided with food throughout the day, along with empowering activities, speakers, performances, and interactive workshops.
During the smaller breakout sessions with a moderator, girls are able to comfortably talk about the issues affecting their lives, like body image, confidence, or life at home. Empowerment groups from different high schools perform spoken word and put together empowering videos that are played during the day. The girls from these high school empowerment groups are highly involved with everything from the topics of the conference to the themes, speakers, and more. We really try to hear them out and listen to what they say they want and need, as we plan the conference. It’s a fully interactive, immersive day, specifically geared to teen girls from ninth through 12th grades, and the costs of admission and transportation are covered at no cost to the girls.
Q: Why was this conference something you wanted to create?
A: We wanted to provide resources and outlets for teen girls who probably wouldn’t be able to have access to them otherwise. We wanted to uplift girls and give them examples of what they can become if they work hard and stay motivated. We wanted to provide a safe place for them to learn, grow, and have fun, and we ultimately wanted to inspire these girls to be the best that they can be. We wanted to allow them to see examples of others who were in their position once, and to see how far those women have come.
Q: What does the idea of “empowerment” mean to you, personally?
A: Empowerment is a state of being. It’s a state of feeling completely comfortable with who you are and what you believe in; of feeling confident that you can do whatever it is you want to do; of being confident in who you are and what you bring to the table; of knowing that your contribution to this world is important; and it’s a state of knowing that anything is achievable when you put your mind to it and dedicate yourself to making it happen. Empowerment gives you the feeling that nothing is unattainable.
Q: What is the best advice you’ve ever received?
A: Don’t take things personally. So many times, we won’t pursue our goals or dreams because someone told us we couldn’t, or because we got turned down or rejected. I think never taking things personally — whether it be a rejection or something said about us — allows us to not be hindered by things we can’t control. All you can do is be you, be a good person, work hard, and everything will happen as it’s supposed to happen.
Q: What is one thing people would be surprised to find out about you?
A: I am a highly spiritual person. I meditate every single day and I’ve read every kind of spiritual book there is. I do energy healing, reiki, yoga, believe in herbal medicine, and natural remedies. I believe your mindset and keeping yourself grounded in any situation is the key to living a fulfilled life.
Q: Please describe your ideal San Diego weekend.
A: Grabbing a nice dinner and some wine in Little Italy, downtown San Diego or somewhere on the water. Maybe heading out to the bay during the day, taking a boat ride or riding bikes, or just meditating by the ocean. Taking a hot yoga class or a jog by the water and finishing up with a barbecue by the pool with friends and family.
