Ayudando Latinos a Soñar

What Ayudando Latinos a Soñar does

Ayudando Latinos a Soñar (ALAS) is a 501(c)(3) nonprofit organization founded in 2011 and headquartered in Half Moon Bay, California, that delivers free, trauma-informed social services to Latino and farmworker families on the San Mateo County Coastside. The organization serves approximately 350 families every two weeks through a wraparound service portfolio that includes bilingual mental health services, free legal consultations, a food pantry, after-school tutoring, cultural arts programming (Ballet Folklórico, Mariachi Media Luna), the El Jardín Summer Camp, immigration services, and the Corazones de Oro senior program. ALAS was named the first Latino-driven and first farmworker-driven nonprofit on the North Coast and was recognized as California Nonprofit of the Year in 2023.

ALAS's service model combines fixed community locations (the Yellow House headquarters at 636 Purissima Street, the Sueño Center at 604 Main Street, and a newer 507 Purissima headquarters plus an ALAS-owned community events building) with a mobile delivery channel, the Equity Express Bus, that brings telehealth, tutoring, and mental health support directly into farmworker fields via a 'drive-by social work' approach. The Colibrí Child Wellness Program, developed in partnership with Stanford University School of Medicine, extends the model into early childhood developmental care. ALAS has no proprietary technology product and is not a technology company; its core competency is culturally rooted, trauma-informed human service delivery.

ALAS generates revenue entirely through donations, foundation grants, and government contracts rather than fees for service, as all programs are provided free of charge. Notable institutional funders include the Robert Wood Johnson Foundation ($200,000 research grant awarded November 2025) and the State of California (a $2 million grant agreement secured by State Sen. Josh Becker for the 555 Kelly Avenue senior farmworker housing project with co-developer Mercy Housing). Founder and CEO Dr. Belinda Hernandez-Arriaga, an Ed.D./LCSW and University of San Francisco professor, leads a team of approximately 25 staff. ALAS's strategic priorities are centered on the 555 Kelly affordable housing development for senior farmworkers, scaling the Colibrí program, and expanding crisis-response and advocacy work for immigrant communities.

Name

Ayudando Latinos a Soñar

Legal name

Ayudando Latinos a Soñar

Website

https://alasdreams.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

ALAS is a Half Moon Bay-based 501(c)(3) nonprofit that provides free, trauma-informed mental health, legal, food, education, and cultural arts services to approximately 350 Latino and farmworker families every two weeks on the San Mateo County Coastside, delivered through community centers and a mobile Equity Express Bus.

Ownership category

akta.pro rank

Product category

Community Social Services

NAICS

Educational Support Services (611710), Community Food Services (624210)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Family & School System Navigation (Parent Engagement, Youth Services) (EDAAADAH)

Keywords

• Community social services
• Farmworker support programs
• Latino nonprofit services
• Mental health counseling
• Immigration legal aid

Headquarters

HQ city

Half Moon Bay

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: ALAS is a registered 501(c)(3) nonprofit organization (EIN: 462464722) that relies on donations from individuals, community members, and supporters. The website features a Donorbox donation link.
2. Grants and Foundation Funding: ALAS receives grants from foundations such as the Robert Wood Johnson Foundation ($200,000 grant for Colibrí program). Funding is also secured from government sources and state legislators.
3. Government Contracts and Grants: San Mateo County funded needs assessments. State funding for COVID-19 relief. Grant agreements such as the $2 million grant for 555 Kelly housing project secured by State Sen. Josh Becker.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ayudando Latinos a Soñar (ALAS) is a 501(c)(3) nonprofit organization that delivers free, culturally grounded social services to Latino and farmworker families on the San Mateo County Coastside. Its core offerings include mental health counseling, immigration legal consultations, food pantry, after-school tutoring and summer camp, cultural arts programming (Ballet Folklórico, Mariachi Media Luna), senior programs, and the Colibrí Child Wellness Program. Services are delivered at fixed community centers (Yellow House, Sueño Center) and through a mobile Equity Express Bus that brings resources directly to farmworkers in the fields.

Product overview

Ayudando Latinos a Soñar (ALAS) is a nonprofit community organization, not a technology product company. It provides a portfolio of free social service programs for Latino and farmworker families on the San Mateo County Coastside. The core offerings include the Equity Express Bus (mobile outreach to farmworkers), mental health services, cultural arts programs (Ballet Folklórico, Mariachi Media Luna), education programs (after-school tutoring, El Jardín Summer Camp), immigration legal services, social services including a food pantry, senior programs (Corazones de Oro), and the Colibrí Child Wellness Program developed with Stanford University. Services are delivered through the Sueño Center, Yellow House headquarters, and mobile outreach.

Differentiator

Problem solved

Functional benefit

Products and services

• Equity Express Bus A mobile outreach bus that travels to farmworker locations to provide telehealth, tutoring, mental health support, and other resources to geographically and linguistically isolated farmworker families.
• Mental Health Services Free bilingual mental health services including individual and group counseling, art therapy, and crisis support provided by clinicians and psychologists to Latino and farmworker families.
• Immigration Services Free legal consultations and support for immigration-related matters serving Latino families and farmworkers.
• Cultural Arts Programs Cultural programming including Ballet Folklórico and Mariachi Media Luna that help children and families connect with their heritage through traditional dance and music.
• Education Programs Educational support including after-school tutoring, El Jardín Summer Camp, surf camp with City Surf Project, and academic enrichment for children and youth.
• Social Services Case management, food pantry, and basic needs assistance for families in need on the Coastside.
• Farmworker Programs Services and resources specifically designed for farmworker families including housing advocacy, basic needs support, and community engagement.
• Colibrí Child Wellness Program A community-driven early childhood wellness initiative developed in partnership with Stanford University School of Medicine, providing bilingual developmental screenings, speech and occupational therapy, and behavioral care.
• Corazones de Oro A senior farmworker program offering music, arts and crafts, exercise, and community building for elderly farmworkers.

Quantifiable outcome

• 350 families served every two weeks with free services
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• Mercy HousingcoreStrategic or Co-development Partner · 1 January 2022ALAS and Mercy Housing are joint applicants for the 555 Kelly Ave. affordable housing development project for senior farmworkers. ALAS will provide services directly to residents through a Farmworker Resource Center. This is a multi-year, multi-million dollar housing development partnership.
• National Farm Worker Ministry (NFWM)flagshipStrategic or Co-development PartnerALAS and NFWM co-host remembrance ceremonies honoring victims of the Half Moon Bay mass shooting. NFWM provides 50+ years of expertise in farmworker advocacy and justice. Both organizations share commitment to improving farmworker living and working conditions.
• Stanford University School of MedicinecoreStrategic or Co-development PartnerALAS partners with Stanford's Developmental-Behavioral Pediatrics team for the Colibrí Child Wellness Program. This collaboration leads a pilot through the Early Childhood Systems Alignment Initiative to improve access to integrated, culturally responsive early childhood care. Partnership built on more than a decade of trauma-informed work.
• Santa Cruz WarriorsminorGTM or Marketing PartnerPartnership for farmworker appreciation events and Latino heritage celebrations. Includes 'Los Warriors Night' at home games, charitable jersey auctions with proceeds donated to ALAS. Second year partnership in 2025.
• ModelominorGTM or Marketing PartnerCorporate partner for farmworker appreciation events and Día de las Madres celebrations with Santa Cruz Warriors and ALAS.
• City Surf ProjectminorImplementation/ SI/ Consulting PartnerPartnership for surf camp programming at Miramar Beach in Half Moon Bay, part of the El Jardín Summer Camp program. Led by City Surf Project instructors.
• Bay Area Border ReliefflagshipStrategic or Co-development PartnerCollaborative partnership for crisis support and immigration advocacy. ALAS led a delegation to Minnesota with Bay Area Border Relief to provide support to immigrant communities facing ICE enforcement.
• Latino Community FoundationflagshipStrategic or Co-development PartnerPartner in delegation to Minnesota and ongoing advocacy work. CEO Julian Castro participated in Half Moon Bay roundtable discussions on gun violence.
• University of San FranciscominorStrategic or Co-development PartnerUniversity of San Francisco faculty members participated in the Minnesota delegation. Dr. Belinda Hernandez-Arriaga is a professor at USF teaching about immigration and trauma.
• Faith in Action Bay AreaminorStrategic or Co-development PartnerNetwork of congregation leaders advocating for civil rights and justice for underserved communities. Noreen Cooper Heavlin spoke at City Council meeting in support of 555 Kelly housing project.
• Society of St. Vincent de Paul of San Mateo CountyminorStrategic or Co-development PartnerOrganization providing resources like food and clothing for people in need. Lead case manager Tony Serrano works with farmworkers living in overcrowded conditions.
• The Vatican / Catholic CharitiesflagshipStrategic or Co-development PartnerALAS delegation of five staff members met with Pope Leo XIV at the Vatican on October 2, 2025, for global dialogue on migrant and refugee justice. Partnership with Sister Norma Pimentel, MJ, of Catholic Charities of the Rio Grande Valley.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mission Economic Development Agency (MEDA): San Francisco Latino-serving nonprofit offering bilingual economic development, housing counseling, immigrant integration support, and small-business assistance. Closely comparable mission profile serving working Latino families in the Bay Area.
• TODEC Legal Center: Inland Empire nonprofit providing immigration legal services, education, civic engagement, and farmworker advocacy for Latino/indigenous communities. Closest peer serving farmworker families in California agriculture corridors.
• CARECEN: Los Angeles-based Central American/Latino immigrant rights organization providing legal immigration services, civic engagement, and youth programming. Highly comparable service mix and cultural-empowerment orientation.
• National Farm Worker Ministry (NFWM): 50+ year-old faith-based farmworker advocacy organization and existing ALAS partner; co-hosts remembrance ceremonies and justice campaigns. Closely comparable faith-rooted farmworker focus and geographic overlap with coastside California.
• Catholic Charities of the Rio Grande Valley: Border-region Catholic Charities affiliate led by Sister Norma Pimentel (an ALAS partner) providing shelter, food, immigration legal services, and refugee resettlement to migrant families. Directly comparable faith-rooted, migrant-service profile.
• Centro Legal de la Raza: Bay Area-based nonprofit providing legal services, immigration representation, and wraparound social services to Latino immigrants. Most direct comparable: same immigrant-Latino service mix delivered via staff attorneys, case management, and community centers.

Emerging players

• Mixteco/Indigena Community Organizing Project (MICOP): Ventura County-based nonprofit serving indigenous farmworker (Mixteco, Zapoteco, Triqui) families with similar wraparound services and culturally grounded approach. Comparable small-footprint, big-impact community model.

Broad incumbents

• United Farm Workers (UFW): National farmworker labor union and advocacy organization (co-founded by Cesar Chavez) focused on farmworker labor rights, legislation, and public awareness. Overlapping target population (California farmworkers) but operates at national scale via labor organizing rather than direct service.
• Catholic Charities USA: National network providing immigration legal services, refugee resettlement, hunger relief, and social support across thousands of sites. Overlapping mission and beneficiary base but vastly larger scale and geographic footprint.

Others

• Latino Community Foundation (LCF): California-based foundation investing in Latino-led nonprofits and advocacy (and existing ALAS partner). Not a direct competitor; functions as a peer convener, capacity-builder, and funder in the same ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC4HLqAcDIZatlHm1UqINBvw
• Facebookfacebook.com/alasdreams
• LinkedInlinkedin.com/company/ayudando-latinos-a-so-ar
• Instagraminstagram.com/alashmb/?hl=en
• TikToktiktok.com/@alasdreamshmb?_r=1&_t=ZN-9748sZQtlx8

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ayudando Latinos a Soñar