The Marine Corps veteran and Lynwood council member discusses investment, small businesses, financial education, and why he believes the city is positioned for long-term growth.
Luis Gerardo Cuellar’s path into public service has been shaped by three defining experiences: military service, business leadership, and a deep connection to the City of Lynwood.
Thoughtful and direct, Cuellar represents a new generation of elected officials working to transform Lynwood into an economic engine for Southeast Los Angeles County. His approach emphasizes communication, public service, and financial education as tools to make the city more attractive to investors while creating opportunities for residents.
“Lynwood has a privileged geographic location,” Cuellar says. “We’re in the middle of everything. We’re a small city, but we’re doing things the right way to transform it. I personally attend every event I can to promote Lynwood, talk about who we are and what we have to offer. Many investors ask me, ‘Do people there actually spend money?‘ And I tell them, absolutely. We are a community eager for places to shop, dine, and spend time. We want residents to stay here instead of taking their business to neighboring cities.”
A U.S. Marine Corps veteran, former Lynwood city treasurer, and current member of the Lynwood City Council, Cuellar has built his public career around local government, fiscal responsibility, and community development. His background combines experience managing public resources with a commitment to representing a city long defined by its working-class roots and Latino identity.
Cuellar’s connection to Lynwood politics began at home. He is the son of former Lynwood Mayor Aide Castro, a longtime figure in the city’s civic landscape. Growing up around local government gave him an early understanding of the challenges facing residents and the importance of public leadership.
“You can imagine,” he says. “From a very young age, my mother taught me what public service meant. I’m a lot like her—we both have strong convictions and fight for what we believe in. Now that I’m older, there are things we agree on and things we don’t.”
Before joining the City Council, Cuellar served as Lynwood’s city treasurer, where he gained firsthand experience overseeing municipal finances and understanding the responsibilities involved in managing public resources. His transition from financial oversight to elected office reflected a broader desire to help shape policies that directly impact residents.
His professional experience also includes service in the U.S. Marine Corps, where he developed leadership, discipline, and a commitment to public service. After completing his military career, Cuellar expanded his business expertise by earning a Master of Business for Veterans degree from the University of Southern California.
Leading Through Uncertainty
Like many local officials across Southern California, Cuellar has faced significant challenges in recent years. The return of President Donald Trump to the White House has created uncertainty within Lynwood’s immigrant community, which represents the majority of the city’s population.
“When everything started, it was very difficult,” Cuellar recalls. “The streets were empty, businesses were either closed or had almost no customers. We know small businesses are essential, so as council members we have to find ways to help them. We’ve implemented reforms, made administrative changes, and continuously evaluate what we’re doing. This year we’ve started to see improvements. During the World Cup we saw people back in businesses and on the streets. We’ll continue building on that momentum by supporting local businesses and creating spaces where the community feels welcome.”
Economic development has become the central focus of Cuellar’s work on the council.
“If there’s no money, there’s no growth,” he says.
That philosophy explains his emphasis on attracting investment. Rather than waiting for businesses to discover Lynwood, Cuellar believes elected officials must actively market the city.
“There are several priorities I’ve focused on,” he says. “We have to prepare our residents to face financial challenges. To me, being American means everyone must adapt and become part of the economy. That’s why I organize financial education workshops for every segment of our community. We teach the fundamentals of starting and running a business. We even include children because financial literacy should begin at an early age. They attend these workshops eager to start a business or improve the one their family already has.”
A Shared Responsibility
While Cuellar strongly supports local businesses, he believes economic success also requires personal responsibility.
“Business owners have to do their part,” he says. “If they’re struggling, we can assist with grants and other programs. But ultimately, they have to evaluate what they’re doing. If something isn’t working, they need to change course or make more difficult decisions. Running a business isn’t easy. That’s why it’s important to constantly evaluate, seek advice, and get out into the marketplace. Staying still doesn’t help.”
For Cuellar, his long-term vision for Lynwood is straightforward.
“My goal is to promote investment, create businesses, and make Lynwood a safe city where families want to live. Residents need to feel that sense of security.”
Beyond City Hall, Cuellar serves on regional organizations and committees focused on economic development, municipal finance, and collaboration among local governments. His work reflects a growing generation of Latino leaders shaping the future of communities across Southern California.
As Lynwood continues addressing challenges related to economic opportunity, public services, infrastructure, and quality of life, Cuellar believes local leadership must remain focused on creating sustainable growth while staying connected to the community it serves.
For residents and observers of Lynwood politics, Cuellar represents both continuity and change—a public servant whose roots run deep in the city while bringing the perspective of a Marine Corps veteran, business professional, and elected official committed to Lynwood’s future.
Small businesses remain at the heart of Lynwood’s economy, providing jobs, essential services, and a sense of community identity. As a council member, Cuellar plays a key role in shaping policies that influence economic development and the future of the city’s commercial landscape.
At a Glance
Lynwood is a predominantly Latino city, with nearly 88% of residents identifying as Hispanic or Latino, according to U.S. Census estimates. The community’s Latino identity shapes its culture, entrepreneurial spirit, and local leadership, including elected officials such as Councilman Luis Gerardo Cuellar.
The city is also overwhelmingly Spanish-speaking. Nearly 78% of residents age five and older speak a language other than English at home, reflecting Lynwood’s rich Latino heritage and strong cultural identity. Spanish continues to play a central role in daily life, neighborhood businesses, and community connections.
