In his own words: Danny DeLaRosa, United Federal CU

Northern Nevada Business Weekly: Tell us about your company and the duties of your position.

Danny DeLaRosa: United Federal Credit Union has served its members since 1949 by helping them to build a sound financial future. UFCU consists of more than 120,000 member/owners worldwide, and manages assets in excess of $1.5 billion.

In my role, I develop integrated marketplace business and marketing plans for the benefit of our members and the community. I manage the full scope of credit union activities for the Nevada region, from member relations, business development, commercial lending, market-level strategic planning, budgeting, asset management, retail branch production, mortgage production, direct and indirect lending, community outreach and marketing activities.

NNBW: How did you get into this field?

DeLaRosa: A close friend of mine in college talked me into trying it out. I worked my way up in my first job and found that I really enjoyed helping people with their finances. Every day I was making real impacts that would last their lifetime.

NNBW: You recently moved from Michigan. What's your initial impression of the quality of living and working in northern Nevada?

DeLaRosa: My family and I are really enjoying all the area has to offer for young families. We have visited the museums, gone hiking and biking, and found some great restaurants downtown. At work I am finding a lot of people do not know about the credit union. We are like a best-kept secret. A lot of people in the community don't realize that we do everything from car loans to mortgages to commercial lending. On top of that we have money to lend and are looking to partner with the community. Just about everyone is eligible to become a member.

NNBW: Does this mean you'll become a UNR Wolf Pack fan, or will you stay loyal to Michigan sports?

DeLaRosa: I am a diehard Michigan sports fan. I grew up watching the Lions and Tigers as a kid. I attended my first UNR football game and had a lot of fun. I have to root for the home team, so yes, we will be getting some apparel and going to the UNR games.

NNBW: What's the most important thing you have learned in your career?

DeLaRosa: It's not about the numbers, it's about taking time with every person you come in contact with to add value and make a real tangible difference in their lives. This and serving others truly brings joy to your everyday work.

NNBW: What was your first job?

DeLaRosa: Making pizzas at a place called Gala-T-Inn. If you are ever in Hartford, Mich., you have to check them out. I still enjoy making pizza from scratch at home.

NNBW: Tell us about your dream job. Why aren't you working it?

DeLaRosa: My dream job would be doing guided mountain bike tours. There will be time for that when my boys get older. We will make it a family business on the weekends.

NNBW: Have any advice for someone who wants to enter your profession?

DeLaRosa: If you have a passion for helping others you will enjoy this line of work. It is rewarding to help your customers/members reach their goals.

NNBW: What's the most fun you have had on the job?

DeLaRosa: I had a member whose wife passed away and was going through a tough time. In talking I found out he was a Detroit Lions football fan. He had never been to a live game, but he and his wife always said they always wanted to go to a game. I got my father in-law and my dad together, along with this member and we took him to a game. We had an amazing time. Working for United Federal Credit Union is more than just the work we do within our four walls. It is what we do in our community and with our members that makes the job so enjoyable.

NNBW: What's the best advice anyone ever gave you?

DeLaRosa: My dad told me that everyone puts an emphasis on working smarter. While it is important, it is not a substitute for working hard. When you combine the two you can make a significant impact.

NNBW: What are your favorite hobbies or pastimes? How do you spend your time away from work?

DeLaRosa: I am an avid cyclist, I enjoy both mountain and road biking. Most weekends my family and I are hiking or biking in Tahoe and the surrounding trails in Reno and Sparks. Anything involving the outdoors and my family is where you will find me.

NNBW: If you could live your life over again, what one thing would you change?

DeLaRosa: I wouldn't change a thing. I have been very blessed in my life. My wife and I are high school sweethearts, and our two boys are amazing. I am thankful for the life I have lived so far and look forward to what's next.

NNBW: What has been your biggest professional accomplishment?

DeLaRosa: I take pride in being an exporter of talent. My biggest accomplishments are seeing those individuals who I have coached and developed being promoted. Seeing them succeed makes it all worthwhile.

NNBW: What did you dream of becoming when you were a kid?

DeLaRosa: As a kid I wanted to be a coach. Whether it was basketball or football, I always thought it would be great to coach a team. I got the chance to coach just out of high school and enjoyed every minute of it. Someday down the road I will dust off the whistle and step back into it.

NNBW: Where's your perfect vacation spot?

DeLaRosa: Riviera Maya right on the coast near the Mayan ruins in Tulum, Mexico.

NNBW: Why did you choose a career in northern Nevada? What do you like most about working and living here?

DeLaRosa: I did a lot of research on northern Nevada before moving here. The misconception some people have is that this is just a casino town. In actuality it is a mixture of recreation and arts with big-city amenities that I have not found anywhere else. As a young family it is a great place to raise kids. In business it truly is the Biggest Little City in the World. Everyone is so connected and committed to the success of the region as a whole. I am excited to be a part of that and to partner with families and businesses in the area.

The basics:

Name/title: Danny DeLaRosa, vice president of member relations for Nevada/United Federal Credit Union

Number of years in this job? One

Years in this profession? 10

Education: Bachelor's degree in business management, Cornerstone University in Grand Rapids, Mich.

Last book read? "Crucial Conversations: Tools for Talking When Stakes are High" by Kerry Patterson, Joseph Grenny, Ron McMillan and Al Switzler

Favorite flick? "Nacho Libre"

What's on your iPod? Needtobreathe, CCR and Otis Redding

Spouse, kids? Emily, Zias and Asher

Know someone whose perspective you want to share with NNBW readers? Send contact information to: rsabo@nnbw.biz or call 775-850-2146.