By Cris Greer
WKTV Managing Editor
greer@wktv.org
When Yeli Romero was 10 years old, she wore her mom’s high heels and pretended to be a boss.
“I wanted to be glamorous, walk red carpets, and inspire others,” said Romero, who dreamt of being on TV or radio as a youngster. “I used to call radio stations just to hear my name on air; it made me feel seen.
“Today, I’m proud to be that voice for others. My dream is to one day be a host on Univision.”
That young boss in her mom’s high heels grew up to accomplish many of her dreams…and much more.
Romero recently won the Hispanic Businessperson of the Year award from the West Michigan Hispanic Chamber of Commerce at its Annual Awards Gala and Fundraiser held May 22. The Gala celebrates the award winners and the rich Hispanic culture in West Michigan, according to the Chamber’s Website.
“It’s a milestone that proves hard work, consistency and passion truly pay off. This award recognizes commitment to community, leadership and entrepreneurial impact. I believe my years of service in both business and media, my advocacy work, and my efforts to support underrepresented communities through bilingual media contributed to this recognition.”
“When I found out I had won the Hispanic Businessperson of the Year award, I cried tears of joy,” said Romero, who graduated from Adelante High School in Grand Rapids in 2002, which has since closed. “It was an incredibly emotional moment. I felt seen, celebrated and uplifted by my community. This award isn’t just for me — it’s for every person who has supported me and every client who has believed in my work.”
Her business, ACCESO VIP GR, began as a radio segment she and her husband hosted on La Mejor GR, where they conducted interviews and shared community events and business promotions, thanks, she said, to the opportunity given to them by Chuy Morales.
“Our passion for promoting businesses quickly became evident, and we realized we loved the promotional work even more than hosting,” Romero explained. “What started as a hobby became our full-time business.
“Today, ACCESO VIP is a full-service bilingual marketing company offering everything in one place: social media management, digital marketing, graphic design, photography, video production, radio, TV, newspaper advertising, and printing. The name means “VIP Access” because we believe every client and follower deserves that VIP experience.”
She created the business after seeing the need for culturally relevant marketing where Latino business owners could find all services in one trusted space, and thanks to her strong network, she was able to integrate services into customized marketing packages.
ACCESO VIP has more than 500 clients, including Independent Bank, Downtown Grand Rapids Inc., Puertas Abiertas, Roosevelt Park Neighborhood Association, the Hispanic Center of Western Michigan, Meijer, the West Michigan Hispanic Chamber of Commerce, SpringGR, Bethany Christian Services, LAUP, Tri-Cities Puentes Initiative, Southwest Business Association, and The Other Way Ministries.
“We help them grow their presence, amplify their mission, and connect with both Spanish- and English-speaking communities,” said Romero, who has promoted more than 3,000 events through culturally relevant marketing.
Her team consists of her husband Jesus Gomez, along with a collaboration of talented designers, photographers and creatives.
“And we love mentoring interns and providing them real-world marketing experiences. Many have gone on to work with larger companies, and we’re proud to have been a stepping stone in their professional journey.”
Born in Mexico, Romero moved to Grand Rapids when she was 16 years old.
“I come from a hardworking family and was raised alongside my siblings, Juan Manuel and Elivira Romero, by parents who always encouraged us to be strong and dream big,” she said. “I’m now happily married to Jesús Gómez, and we have two wonderful sons, Isaid and Jael, who are my pride and joy.”
Before launching ACCESO VIP, she worked at many different places, including as a general manager/sales person/event coordinator/radio host at 93.3 FM La Poderosa, as a sales manager/radio host/event coordinator/voice-over artist at La Mejor GR and as a radio host at Alegría Latina 92.7 FM.
“I found my passion at the La Poderosa radio station,” Romero said. “Though I started as a secretary, my role soon grew to involve more tasks, including promotional and fundraising activities. During this phase, I discovered that I enjoyed being involved with my community and the importance of being part of making an impact.”
A certified Zumba instructor since 2017, Romero teaches wellness and fitness classes.
“I previously taught at the YMCA and for the City of Grand Rapids,” she said. “Now, I focus on private sessions for organizations and companies, including Steelcase, Rockford Construction, The Other Way Ministries and the West Michigan Hispanic Center.”
Finding time for more passions
Romero also holds many community leadership roles, including the manager of both the Southwest Business Association and Roosevelt Park Neighborhood Farmers Market, and the Wellness Advocate and Social Media Manager of Puertas Abiertas.
“I help amplify their mission, support survivors of domestic violence and trauma, and manage their online presence,” said Romero of Puertas Abiertas.
Grand Rapids Community College has played a major role in her professional and personal growth.
“I consider myself a lifelong learner,” said Romero, who’s pursuing a marketing degree at GRCC. “I love education and believe in learning something new every day.”
A personal story: Alopecia Universalis
While in high school, she was diagnosed with alopecia universalis, a condition that causes total body hair loss, including on the scalp, and a severe form of alopecia areata, “a condition where the immune system attacks hair follicles,” according to Wikipedia.
“Losing all my hair was one of the most painful experiences of my life,” Romero explains. “This started when I was still in high school. That time in my life was very stressful as an immigrant new to this country trying to finish high school away from family and friends.
“I struggled for many years with myself and my beliefs. I suffered from bullying for many years and issues with confidence and feeling like I couldn’t share my story even with my family. Even though this was an obstacle for me, I didn’t let it stop me from learning and finding my passion. I continued to grow and find my place in the community.
“Eventually, my confidence grew and I was finally able to share my story with my community in 2021. I kept it a secret for 19 years; even while building my businesses.
“In 2021, I decided to share my story publicly and began advocating for others. I’ve raised funds to buy wigs, taught Zumba classes without my wig (out of state), and have spoken out to educate others. I want people to know they are not alone or less worthy.
“It’s important to raise awareness: please don’t touch our heads, and be mindful when someone wears a wig; it means more than most people realize. Small acts of kindness make a big difference.”
Two more important passions
As a radio host at WYCE 88.1, where she hosts El Mundo Musical, Despertando con Yeli every Saturday morning, this positive show features Latino music, interviews, community resources and event announcements.
The other one takes place here at WKTV. As a TV host of Soundbites en Español, she informs and empowers the Latino community.
“I proposed the idea, assembled a great team, and we now cover topics like health, immigration, finances, sports, education and more.”
Proudest career achievement?
“Helping people feel seen.”
“When someone tells me, ‘Yeli, your show helped me do something important,’ that fills me with pride. My work is about service and connection.”
Biggest passion?
“Empowering my community,” Romero said. “Promoting access to resources. Helping women, business owners and youth believe in themselves.”
Favorite thing outside work?
“Going to the gym and relaxing in the steam room. It’s my time to reset. I believe that mental and physical health are essential to face the world.
“I also love spending quality time with my family.”
When did I realize my strength?
“In 2009, during a St. Jude Children’s Hospital training. Watching those children fight for their lives reminded me that if they could be strong, so could I. That year, we raised $50,000 in a radio-a-thon.
“It changed my life.”
Ultimate dream?
“To become a national TV host on Univision, continuing to advocate for my community on a broader stage.”
Handling obstacles?
“I face them head-on; with faith, resilience and a growth mindset. If I don’t have the answer, I ask for help, find solutions and transform challenges into opportunities.
“God is a very important factor in my life. I feel like at moments in my life I lost faith, but that has made my faith even stronger because of all the opportunities he has presented to me. My family has also been an important part of my life in supporting me and encouraging me in a hard time.”
