Imagine moving to the US from Colombia by yourself, at age 16, with nothing but a goal of studying English and a dreamy, idyllic life in your head. That is exactly how Marta Santamaria, CEO of The Venue, began her business journey.

With the intention of becoming a fashion consultant, Santamaria studied English at the University of Georgia before moving to Greensboro where she continued her studies, and eventually made her way to Asheville and co-founded The Bier Garden with her then husband in 1993. The couple later planned to move the business to a location on Market Street, and had begun working on that property when the City of Asheville announced their plan would not be approved.

“We had already rented the property and began renovations,” Santamaria said. “We were in financial trouble with two properties, and had put everything on the line for this. I always wanted to open up an event space, and I thought I’d better get started now.”

Santamaria pivoted the renovations work and began giving tours of the space during the renovations process, sharing her vision with each of her potential clients before that vision was even realized. She opened The Venue and hosted her first wedding in 2009, three days after receiving her occupancy permit from the city.

“Things just kept happening and moving along,” Santamaria said. “The chips fell into place, and now this is what we have. It’s really amazing to do the work where you just keep walking and later take a second to look back, and it’s like ‘oh my gosh, I cannot believe what I had envisioned actually happened’.”

While doing the hard work, Santamaria’s mindset was always to believe in her vision and believe in herself. She believes every business can be successful as long as the challenges are understood and the belief that it is possible to overcome them is carried throughout the work.

As The Venue grew, her adult children decided to join her in the business, which has grown to employ a large team. She diversified her business, opening The Planning and The Ridge as well as investing in several residential and commercial rental properties in the area, which she manages herself. She enjoys the busy-ness of her businesses, and while they present challenges, she maintains confidence in her ability to handle them.

“Opportunities are given to you according to the level of your capability of resolving challenges,” Santamaria said. “Bigger opportunities, bigger growth; hiring 10 employees then hiring 20 employees… You start constructing your life and your path according to what you believe, and by carrying that passion — that’s the secret to anyone’s success.”

Despite beginning her first business alone and teaching herself along the way, Santamaria gives credit to the close-knit team at her side. She is involved with the Asheville Area Chamber of Commerce, and has been nominated for two WomanUP awards and was recognized as the Small Business Woman of the Year in 2020. While she acknowledges networking can be intimidating, she said it is important to have people you can depend on to help in any business.

“Business is a two-way street; you have to listen and collaborate to gain cohesive ideas,” Santamaria said. “The CPAs, lawyers, bankers, and other professionals that have advised me throughout all of the processes have been masterminds of helping me realize good ideas and what needs a closer look.”

Another key aspect of Santamaria’s success has been giving back, which she said supports her mental health. She leads and participates in charity projects for children in South America, including a program for which she volunteers and raises money for children with physical and mental disabilities. She brings eye doctors and dentists to communities, helps establish gardens, and helps support a community school.

Throughout Santamaria’s career, looking at the positive side of things has been key. While enduring challenging times and crying times as well as joyful times, it remained important to perform the necessary tasks, but the majority of the work has been her attitude during the process.

Santamaria sold the property at The Ridge in Marshall in July. While she said it took some weight off of her shoulders, she also said it feels disorienting and it is hard for her to slow down.

“It was a big change for sure,” Santamaria said. “I’m not ready to slow down. I still have lots of ideas, and I’m not sure what’s coming next, but I’m excited to see.”