In honor of Latino Heritage Month, the Rams will celebrate the contributions and achievements of the Latino/Hispanic community through the inspiring stories of their staff.
We kick off that celebration spotlighting Member Service Representative Ashley Covarrubias.
A first-generation Mexican American and the daughter of parents who were born in Mexico and moved to the United States as kids, Ashley Covarrubias' heritage has a had a longstanding impact on her.
Those values from that upbringing carry over into many aspects of her life, including as a Member Service Representative within the Los Angeles Rams' Ticketing Department.
"My heritage has thoroughly shaped who I am, it has influenced everything from my taste in music and food to my work ethic and family values," Covarrubias said. "My family ties in Mexican culture have instilled in me the importance of building and maintaining relationships, a skill that proves to be valuable in my role with the Rams. My heritage has also given me a unique perspective that I bring to my work, allowing me to connect with a diverse fan base and contribute to making our organization more inclusive."
Covarrubias has served as a Member Service Representative with the organization for three seasons now. In that role, she is the primary point of contact for Rams Season Ticket Members. Her responsibilities ranging from managing ticket renewals to gameday experiences to addressing concerns and ensuring those members have the best possible experience with the organization.
"The highlight of my job is the opportunity to connect with our fans," Covarrubias said. "Seeing their excitement when they meet their favorite players or when families step onto the field for the first time, being part of those unforgettable moments is why this job is so special. Helping to create lifelong memories and deepen the bond between fans and their love for the team is deeply rewarding."
Covarrubias' upbringing is also central to her drive.
"I'm motivated by my younger self; she would be so proud of who I've become and would never believe the path I've taken," Covarrubias said. "Her dreams and ambitions continue to inspire me, pushing me to constantly improve and reach for new heights both personally and professionally."
She also points to her parents as her role models because of those values, especially because of what she observed growing up.
"From a young age, they taught me that I could accomplish anything I set my mind to," Covarrubias said. "Their unwavering support, sacrifices and encouragement have pushed me to become the best version of myself. They've taught me the value of hard work, perseverance, and staying true to my roots. Everything I do is a testament to their love and the values they've instilled in me."
The biggest cultural misconception Covarrubias encounters is the assumption that all Latinos share the same culture, language, or background. In reality, they come from various countries that have their own distinct culture, tradition and history. She said another misconception is that all Latinos speak Spanish fluently, which isn't always the case.
To that end, food and music are two important ways Covarrubias honors her culture daily, whether that's cooking and enjoying traditional dishes regularly for everyday meals or special occasions, or listening to all kinds of Latin music and dancing at family gatherings.
These are also the vehicles through which she wishes to share her culture with her colleagues, because of the connections and awareness it creates among them.
"Last year, for instance, we organized a Dia de Los Muertos (Day of the Dead) altar at the office," Covarrubias said. "This provided an opportunity to share photos of our loved ones who have passed and explain the significance of this holiday to colleagues who were unfamiliar with it. Moving forward, I hope to continue this tradition and introduce new ones as well. These cultural exchanges not only promote understanding but also cultivate a more inclusive workplace where diversity is embraced."
