The Lamas Housing Project nonprofit was established in 2021 and has emerged as a leading advocate and developer in the affordable housing sector within the San Jacinto Valley. The organization is deeply committed to developing sustainable and community-centric housing solutions, with a strong foundation in understanding the critical challenges and opportunities in affordable housing.
“Our goal is to create doors with solutions to address the pressing housing challenges by helping one family, one individual, at a time,” Founder and CEO Sonia Lamas said. She founded the nonprofit as a heartfelt tribute to her late father, Enrique Lamas, who taught her resilience.
Being hands-on within the communities she serves and developing great partnerships has allowed Lamas to find opportunities to give back. On Friday, Nov. 1, Lamas Housing Project will present its third annual Día de los Muertos celebration from 2 to 10 p.m. This year it has been relocated to a larger space behind the Hemet Public Library on Harvard Street to accommodate more guests and activities.
“We warmly invite the community to join us in building the main altar, which symbolizes unity, love, and remembrance,” she said. “The event will also feature a vintage classic car show, showcasing the top five cars in our altar display. Guests can look forward to traditional food, entertainment, and heartfelt moments that celebrate our culture and heritage. It promises to be a beautiful gathering filled with joy and connection.”
Lamas is grateful for the support of the City of Hemet, who has offered to hang a banner across Florida Ave. to promote the event and has once again waived the permit fees, highlighting their strong partnership and commitment to community engagement. “We really would like to thank them for the opportunity to display our cultural heritage before our community,” she added.
As of mid-October, 40 craft vendors, 10 food vendors and 10 nonprofit organizations were confirmed to attend. The deadline for vendor applications is Oct. 27, with a fee of $100 for food vendors (currently sold out), $50 for craft vendors, and no fee for nonprofits. There is a $10 per car fee for entrants in the vintage car altar show. They are encouraged to arrive at 10 a.m. for parking and set up.
“We anticipate welcoming 1,800 to 2,000 guests this year, thanks to our early marketing efforts and community outreach,” Lamas said. A ceremony blessing will be led by Danza Azteca.
She also looks forward to sharing more about Lamas Housing Project with those who attend, stating that the nonprofit functions as both a builder and a developer. “We specialize in land acquisitions, development, and redevelopment, similar to companies like KB and Pulte,” Lamas said. “Our services include consulting for new and ongoing projects, code enforcement compliance, housing navigation services, property management for both commercial and residential properties, community civic service projects, and second chance programs.”
Lamas brings more than 30 years of experience in the construction and development field to the organization, as well as countless community connections. “My journey began with the City of Los Angeles in the Building & Safety Investigation Division, where I was part of the Youth Service Academy from 1989 to 1994,” she said. “This foundational experience taught me the importance of safety and compliance in building.”
She moved to Riverside County in 1996, where she transitioned to property management. “I managed multi-unit properties in both San Bernardino and Riverside counties, ranging from 78 to 432 units and I oversaw the build-out of nearly 800 units,” Lamas said. “One of the most influential figures in my career was the late Mark Rubin, a prominent and legendary Riverside-area property developer and Holocaust survivor. Mr. Rubin instilled in me the importance of housing development in our communities. His legacy continues to inspire my work, especially in creating sustainable housing solutions.”
After becoming an Accredited Residential Manager (A.R.M.) through the Institute of Real Estate Management (I.R.E.M), Lamas served as the ARM Coordinator for the Inland Empire Chapter from 1999 to 2007, where she was honored to receive the Manager of the Year award in both 2005 and 2006.
“Leading in a male-dominated industry is challenging, but my confidence and expertise have allowed me to break through barriers,” she said. “I often face underestimation, but I leverage my experience and knowledge to build trust and demonstrate my capabilities.”
Having lived in the San Jacinto Valley for the past 20 years, Lamas is grateful for the many connections she has been able to make in the communities she calls home. She said the organization’s most popular services include consultations, code compliance, accessory dwelling units (ADUs) and housing navigation services, all designed to meet the diverse needs of the community.
“My experience also includes managing significant events, such as the inaugural California Sports Hall of Fame Induction Ceremony in 2007, where I had the privilege of connecting with the industry’s finest elites like Tom Flores, Tommy Lasorda, Bill Walsh, Eric Dickerson and last but not least the CSHF founder Christian Okoye, former running back for the Kansas City Chiefs,” she said.
A typical day for Lamas consists of online meetings, board discussions, property inspections, and site visits. “All aimed at ensuring we provide exceptional support to our community,” she said. “I focus on fostering collaboration and maintaining open communication with our team and clients.”
She is joined on the Executive Board by Jamie Sandoval, CFO, and Jacqueline Quintana, secretary. Also part of her dedicated team are Advisory Board members Anthony Moya, Richard Yniquez, Griselda Arredondo, and Jose Escalante; staff members Kathy Jensen-Robinson, Larry Butler, Kerene Rodriguez, Derek Garcia, Britney Miranda and Jennifer Venable; and Student Mentee Board members Alondra Lamas, Steven Nunez and Vicente Galicia.
“We are all dedicated to creating not just affordable housing, but nurturing inclusive and sustainable communities,” Lamas said. “Our future endeavors are focused on continuing to provide housing solutions that serve as cornerstones for community development and empowerment.”
For more information, 951-390-9200 or https://lamashousingproject.org.
