Business Monday

  • Logout
  • Member Center

Q&A/Digital Debrief

S. Fla. architect on the rise as a leader in the industry

 

Natividad Soto was recently elected vice president of the American Institute of Architects (AIA) Florida and she helped found AIA Miami Women in Architecture.

 

Natividad Soto
Natividad Soto
Ada Stevens (SnapHappy Photos)

Natividad Soto

Title: President, Ferguson Glasgow Schuster Soto

Career: Joined her firm in 1979. Became president and majority owner in 1994. As a Florida Registered Architect and Interior Designer, she has more than 30 years of experience specializing in commercial, corporate and municipal design.

Leadership: Vice president of American Institute of Architects (AIA) Florida; co-founder of AIA Miami Women in Architecture. Serves on several community boards.

Education: Bachelor of Architecture cum laude, University of Miami.

Family: Married to Howard D. Goldstein; daughter Alexandra Goldstein, 23, son Daniel Goldstein, 21.


ndahlberg@MiamiHerald.com

Thirty years ago, Natividad (Nati) Soto started as the “office boy” at the then-largely male Ferguson Glasgow Schuster architecture firm, running errands for the partners but also learning everything she could.

Today, Soto, who emigrated from Cuba as a toddler and moved to South Florida at age 9, is owner and president of the firm, now Ferguson Glasgow Schuster Soto.

She says growing up in Coral Gables and raising her family there definitely influenced her as an architect. “This is a place where architects take part in almost every advisory board, where even colors need to be approved by a Board of Architects as required by the City Code. The Gables Board of Architects was one of my first community volunteer opportunities,” she says.

Soto was recently elected vice president of the American Institute of Architects (AIA) Florida, the industry’s professional group. She also recently helped found AIA Miami Women in Architecture.

Her advice to other female business leaders: “Yes, you can have everything. Don’t let anyone convince you otherwise.”

Soto recently reflected on her career path, the industry and leadership in a Digital Debrief. Here is an edited transcript of the debrief.

Q. What motivated you to pursue architecture?

Art was my passion in high school, and this is the direction that I had decided to follow. When I told my dad, he was horrified that I would turn out to be one of those legendary starving artists. In discussing options with my counselor, she suggested that I look into architecture. This was definitely the answer — a career that took advantage of all things that interested me — design, art, math, psychology and sociology! And, of course, the decision to pursue architecture made my dad feel a whole lot better.

Q. How would you describe your experience as president of Ferguson Glasgow Schuster Soto?

It has been a great challenge and a fabulous experience. I had to hit the ground running when I became president in 1994. Thanks to my great team and the inspiration of my mentors the company has continued to thrive.

Q. What key goals do you have for your firm?

My goal is for FGSS to be the premier South Florida boutique architecture firm.

Q. How would you describe your leadership style – in three words?

Engage, empower and communicate.

Q. What is the role of the architect in society today, as you see it?

Architecture affects each person throughout each day. It is all around you, whether you notice it or not. Architectural training emphasizes the skills of visualization and problem solving. Great architecture helps solve many problems of society and enlivens our community. Owners, clients, governments need to empower the architect to take advantage of our talents.

Q. As a business owner, how are you coping with the economic downturn?

The economy has truly been challenging to architects for the past few years. The way we coped is by adjusting our client base. My office historically worked on a variety of project types and as such had a wide range of experience and client types. This allowed us to reach out to new clients through referrals. We have been able to provide our new clients with our signature customer service and response, which in turn has led to more business contacts. Of course, we also had to evaluate all expenses and forego pay increases, but we did not have to let go of any of our team members.

dealsaver
The Miami Herald: Subscribe now!

More from
Business Monday

Join the
Discussion

The Miami Herald is pleased to provide this opportunity to share information, experiences and observations about what's in the news. Some of the comments may be reprinted elsewhere in the site or in the newspaper. We encourage lively, open debate on the issues of the day, and ask that you refrain from profanity, hate speech, personal comments and remarks that are off point. Thank you for taking the time to offer your thoughts.

We have introduced a new commenting system called Disqus for our articles. This allows readers the option of signing in using their Facebook, Twitter, Disqus or existing MiamiHerald.com username and password.

Having problems? Read more about the commenting system on MiamiHerald.com.

Hide Comments

This affects comments on all stories.

Cancel OK
0 comments

  • Videos

  • Quick Job Search

Enter Keyword(s) Enter City Select a State Select a Category