Professional Platform
When José Madrigal became City Manager of Durango, Colorado in the middle of a pandemic and following a financial scandal, he faced a mountain of challenges — and not just the literal ones surrounding Durango. In this episode, José shares how he rebuilt trust through transparency, empowered his team with autonomy, and created a culture rooted in authenticity and family-first values.
From implementing open financial reporting systems to leading with empathy and intent, José offers a masterclass in modern municipal leadership. We discuss how he balances high performance with humanity, what “effort and intent” really mean in decision-making, and how small cities can achieve big results through trust and collaboration.
If you’re a leader striving to inspire, empower, and transform your organization from the inside out, this episode is for you.
Family First Leadership: How José Madrigal Transformed Durango’s Culture of Trust
When José Madrigal stepped into the role of City Manager for Durango, Colorado in 2020, he wasn’t just facing COVID-19 — he was facing a crisis of confidence. The city was still recovering from an internal embezzlement scandal, community trust was shaken, and the economy was on uncertain footing.
Yet, just a few years later, Durango is not only thriving — it’s become a model for transparent, people-first governance.
Building Trust, One Transparent Budget at a Time
One of José’s first moves was to open the books — literally. By implementing OpenGov, a financial transparency platform, residents could see exactly where their tax dollars were going. Every expense, every report, and every project was out in the open.
But transparency wasn’t just about software; it was about communication. José made it a point to take financial reporting seriously, slowing down presentations to explain what the numbers really meant and what options the city had. That attention to clarity, paired with accountability, helped rebuild faith in city hall.
A Small City That Punches Above Its Weight
Durango’s annual budget hovers around $170 million, an impressive figure for a city of just 19,000 residents. From running its own airport and water utilities to maintaining a thriving tourism industry, Durango “punches above its weight,” as José puts it.
Tourism makes up roughly a third of the local economy, but what makes Durango special is its entrepreneurial spirit — a place where small business owners and dreamers thrive alongside lifelong locals.
The Prosperity Office: A Bold Approach to Collaboration
Rather than silo housing, tourism, and economic development, José created the Prosperity Office — a collaborative model that unites these forces under one mission: creating long-term, sustainable prosperity for Durango.
It’s a simple but powerful idea — when workforce housing, tourism, and economic growth work together, everyone benefits. It’s also a model that other cities should be watching closely.
Leadership That Starts at Home
For José, leadership isn’t just about spreadsheets and strategy — it’s about family. His motto, “Family First,” isn’t just a slogan; it’s a management philosophy. Staff are encouraged to take time for personal milestones and family commitments, and José leads by example.
When he took three days off to watch his son’s soccer tournament, his team noticed. “If he practices it, that means we can too,” one staff member said. That moment of authenticity sparked a deeper sense of trust and respect within the organization.
Empowering People, Not Micromanaging Them
José believes the best decisions are made by the people closest to the problem. He empowers his staff to take ownership and make decisions based on effort and intent — two values that guide every action.
As he explains it: “If your effort is strong and your intent is good, you can’t make a bad decision.” That trust-based approach has elevated team morale and performance, leading to above-benchmark employee satisfaction scores.
Lessons for Every Leader
José Madrigal’s story isn’t just about Durango — it’s about redefining what modern leadership looks like. Transparency, trust, empowerment, and empathy aren’t just buzzwords; they’re the building blocks of resilient organizations.
And in a world where “good enough for government” used to be the standard, leaders like José Madrigal are proving that cities can — and should — aim higher.