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Sonia Garza-Monarchi
In the specialized world of municipal and state international relations, Houston's Sonia Garza-Monarchi is recognized as one of the foremost protocol experts. Her unparalleled skills in diplomacy, communication and management put her at the center of international activities in one of the most diverse cities in the United States.
She began her career with the Houston International Protocol Alliance, the city's official protocol organization, in 1988. After becoming executive director in 1993, Ms. Garza-Monarchi spearheaded an increase in consular representation in the city from 53 countries to 81 in 2004. She oversaw thousands of trips by distinguished visitors - an average of 200 annual visits from high-ranking international guests, including numerous chiefs of state, heads of government, members of royal families, cabinet ministers and ambassadors. These included visits by HM Queen Elizabeth II, President Mubarak of the Arab Republic of Egypt and President Jiang of the People's Republic of China.
Ms. Garza-Monarchi provided protocol services and represented the city of Houston on several economic development missions to Saudi Arabia, Qatar, the United Arab Emirates, Japan, Nigeria, South Africa, Israel, Egypt, Chile and Mexico. She served as a key advisor to mayors and city council members on matters relating to dignitary visits, official foreign travel, policy issues impacting local business and government, sister city relationships and relations with the city's diverse population. Her keen understanding of local politics was key to her ability to keep the protocol function above the political fray. She developed key relationships with the U.S. State Department, the U.S. Secret Service and other government agencies involved in international visits and events. Additionally, she played key roles in the planning and execution of major international events held in Houston such as the 1990 World Economic Summit in Houston, the World Energy Congress, the Corporate Council on Africa Summit, the Houston International Festival, and several national conferences on consular relations and protocol.
Her unique approach to staff training, cultural background research and standardization of protocol procedures drew protocol officers from cities such as Dallas and Atlanta, from the state of Texas, and others to consult with her on the establishment of protocol functions. Ms. Garza-Monarchi has consulted on protocol and cross-cultural issues with a variety of corporations and organizations including Coca-Cola, Duke Energy, Saudi Aramco, M.D. Anderson, and the Four Seasons Hotel and has offered courses on protocol through Rice University's Continuing Studies Program.
Ms. Garza-Monarchi's success at the Houston International Protocol Alliance, which has been a division of the Greater Houston Convention and Visitors Bureau since 1993, led to her appointment in 2000 as executive director of Houston Image Group, the international marketing division of the GHCVB. She was responsible for overseeing international media outreach-public relations efforts included press releases, familiarization trips and the development of multilingual collateral. She conducted print, radio and television interviews.
In 2001, she was named vice president and general manager of the GHCVB, with oversight for the organization's 80 employees and $12 million annual budget. In 2004, she established Garza Protocol Associates, LLC a protocol consulting company.
Ms. Garza-Monarchi is a native Houstonian with a proud Mexican family heritage. She is a graduate of Rice University with degrees in political science and Spanish, and is a fluent Spanish speaker. She is immediate past president of Protocol & Diplomacy International, a national association of protocol officers. She sits on the board of Asia Society Texas and the Greater Houston Convention Visitors Bureau and is a member of the Houston World Affairs Council.
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