The LIME Foundation’s CEO Letitia Hanke Featured in a North Bay Business Journal CEO Spotlight

‘Risk has shaped me’: Sonoma County roofing CEO is construction pioneer

Letitia Hanke didn’t just break barriers when starting ARS Roofing & Gutters. She is also the founder of the Lime Foundation, supporting at-risk and bullied youth.

Letitia Hanke is used to taking a hammer to preconceived norms in the construction industry.

As a Black woman, she has already left her mark by being CEO and president of ARS Roofing & Gutters in Santa Rosa.

Hanke, who no longer actually installs roofs, is making a concerted effort to attract people who look like her to follow her lead.

“I get to travel across the country talking to women about women empowerment. That is my main job now,” the 48-year-old said.

She engages young people in the trades through her NextGen Trades Academy, which educates and trains youths 16 to 24 in two dozen types of construction trades.

NextGen is necessary because young people no longer naturally gravitate toward the trades. This is creating a shortage of skilled labor. Training potential employees is a personal benefit for Hanke’s company.

“After they complete our program, we ensure they secure meaningful employment across the North Bay, giving them a strong start on their career paths. Many of our graduates decide to pursue higher education, and we’re proud to partner with Santa Rosa Junior College’s Construction Training Center in Petaluma,” Hanke said. “We encourage our youth to take classes at the Santa Rosa campus, especially in architecture and engineering, opening even more doors for their futures.”

NextGen introduces youth to jobs they may not have known about. Jobs that don’t require a college degree; jobs that pay well; work that can lead to being one’s own boss.

“Our next exciting venture will be assembling affordable housing for low-income families in partnership with Homes 4 the Homeless,” Hanke said. “It’s not just about teaching trades; it’s about empowering these young people to make a lasting difference in their communities.”

The following Q&A has been edited for clarity and space.

About 2% of roofers in the U.S. are women, while about 8% are Black. What can be done to increase those numbers?

It’s so important to have an open conversation about supporting women — especially women of color — in the trades. This isn’t just about roofing; it’s about the entire trades industry. Growing up, many of us were never told that we could build houses or design them. It wasn’t something that was discussed at home or in school, and because of that, the numbers of women in the trades remain low.

That’s why we make it a priority to host an all-young women’s NextGen Trades Academy every year. During this program, we invite women-owned construction companies to mentor and share their journeys with the next generation of young women. We want them to see firsthand how we’ve done it and, most importantly, to let them know that they can do it too. It’s about changing the narrative, showing young girls what’s possible, and giving them the confidence to pursue a path that’s been overlooked for too long.

What about your business keeps you up at night?

What keeps me up at night is the challenge of growing my business while my team members are aging out. Our industry has faced such a long-standing gap in the workforce, and now we’re seeing a real shortage of skilled roofers. Some of my most trusted foremen, who have been with me for years, only have a few more years before they retire. Meanwhile, the younger members of my team are still in the process of learning and honing the skills needed to lead a crew.

It feels like a race against time, trying to pass on that invaluable knowledge and experience before it’s too late. The pressure to bridge this gap is real, but it’s also what drives me to keep pushing forward, finding ways to train and support the next generation of skilled tradespeople.

What is your approach to working with different generations?

Over the years, I’ve had the privilege of having father and son, and even uncle and nephew, on the same team. It’s a special dynamic, seeing that legacy of skills passed down within families.

I’ve also hired six graduates from our NextGen Trades Academy, all between the ages of 17 and 19. It’s incredibly rewarding to mentor these young people and watch them discover skills they might never have considered if they hadn’t explored other pathways.

I believe it’s so important to invest in the next generation, teaching them not just the technical aspects of the trade, but also showing them the pride and fulfillment that comes from building something with your own hands.

How did being bullied while growing up in Lake County shape who you are?

Being bullied as a child taught me the importance of advocating for at-risk youth and becoming a mentor. I’ll never forget how a music teacher stepped in to support me during those tough times — it gave me a profound sense of security knowing someone had my back. As I grew older, I realized I wanted to be that person for the next generation, offering the same care and support that made such a difference in my life.

How did you go from studying music at Sonoma State to owning a roofing company?

During college, I was juggling three jobs while attending school full time, determined to earn my B.A. in music with a focus on recording and performing arts. By my junior year, the weight of it all started to take its toll. I was exhausted and barely scraping by financially. I knew I needed to find something stable — a single, good-paying job that could help me stay afloat.

One day, I came across a job ad in the Press Democrat for a roofing administrative assistant. With nothing to lose, I applied. Little did I know that one step would change everything. I got the job and a year later I was promoted to office manager. Over the next two years, I continued to grow with the company, eventually taking on the role of manager and transforming the business into a multimillion-dollar success.

I wasn’t done learning, though. I knew if I wanted to truly stand on my own, I had to understand the trade inside and out. So, I spent the next few years learning how to roof, with the goal of earning my own contractor’s license as my boss neared retirement. In 2004, after a lot of hard work and persistence, I passed the exam and started my own company.

Looking back, it all started from a moment of uncertainty, but that journey shaped me into who I am today.

What role does music play in your life today?

Music has always been the foundation of my life. It all began when my music teacher placed a trumpet in my hands during one of the darkest times of my childhood, when I was struggling with being bullied. That single act of kindness changed everything for me. I often wonder what path I might have taken if not for the power of music to uplift and heal.

Music has been a constant source of positivity and purpose, and it's why I started my nonprofit, the LIME Foundation. Through this organization, I created the Turner Arts Initiative — a program that offers kids a safe, creative space to explore music and the performing arts. It’s my way of paying forward what music gave to me: a chance to thrive in a positive and structured environment, especially when I needed it the most.

Why start the nonprofit LIME Foundation?

I started the LIME Foundation because of a heartbreaking conversation I had with my son when he was just 7 years old. One day he came to me confused and hurt, and asked, “Why do kids hate me?” He was being bullied because of the color of his skin, and they made fun of his unique name, Emil, by calling him “Lime,” which is his name spelled backward. It shattered me to see my child face such cruelty at such a young age.

So, when I decided to create a foundation to support and advocate for at-risk and bullied youth, I knew I wanted to name it something deeply personal, something that reminded me of the strength and resilience my son carries. LIME is not just a name — it’s a symbol of love, hope, and the desire to create a brighter future for all children.

Other than money, how do you measure success?

I measure success not by the numbers or accolades, but by how many lives I can impact. I truly believe that God put me on this earth to make a difference, and that purpose drives me every single day. My goal is to leave a lasting, positive mark on the people I encounter, and if I can help even one person change the course of their life for the better, then I know I’m fulfilling my purpose. That’s what success means to me.

How do you motivate people?

I believe I motivate people by sharing my story of perseverance. I open up about how bullying impacted my life — not just as a child, but even as an adult. In the construction world, as a woman and especially as a Black woman, I’ve faced my share of hatred and racism. It hasn’t been easy, and there have been moments of real struggle. But I keep pushing forward, determined to rise above those challenges. I think people see that strength, and they’re inspired by it. My hope is that by sharing my journey, others will find the courage to keep going, no matter what obstacles they face.

What concerns and goals do you have for your business and industry for the next five years?

My biggest dream over the next five years is to purchase a large building where both my roofing company and foundation can thrive. I envision a space that allows us to grow even more and make a lasting, positive impact on the community. It’s not just about expansion; it’s about creating a place where we can continue to make a difference in the lives of those around us, building something meaningful that will inspire others and leave a legacy for my son.

What companies in your industry do you admire and why?

I have so much admiration for Gabe Diaz with Creative Roofing. He’s been more than just a colleague — he’s been a mentor and a great support ever since I met him 28 years ago. We've never seen each other as competition because we both believe there’s plenty of roofing work to go around. Over the years, we’ve often referred business to each other and shared materials when needed. What I love most is his generosity — he’s not only been a mentor to my students at Nextgen Trades Academy, but he also consistently donates to the LIME Foundation. His kindness and willingness to help have made a lasting impact on me and our community.

How do you handle negative feedback?

Negative feedback is just as valuable to me as the positive. Every piece of feedback I’ve received has been an opportunity to learn, grow, and improve — both personally and in my business. I never see it as a bad thing because sometimes it’s just a reminder that changes need to be made in areas I might have overlooked. It’s helped me see things from a different perspective and strengthened the way I operate.

What was your first job?

My very first job was selling Cutco Cutlery when I was just 17 and about to graduate from high school. I had just finished a public speaking class at the local community college and wanted to put my new skills to the test in sales. So there I was, taking knives to my friends' parents' houses, trying to convince them to spend $700 on a set of knives.

Looking back, it was such a valuable experience that taught me so much about resilience, communication, and the art of sales — all skills that are crucial to me today as a CEO. Whether it's running my roofing company or managing my nonprofit, so much of what I do is rooted in sales. I really enjoyed those early days, and the lessons I learned still guide me in my work today.

Is this the job you wanted when you were young? If not, what were your early career aspirations?

The job I always dreamed of was to be a rock star music engineer in the recording industry. I've been writing songs since I was 12 years old.

What is the most adventurous thing you have ever done?

I truly believe the most adventurous thing I've ever done was starting my own roofing company. Honestly, there aren’t many Black women in this industry, and stepping into that space felt like a huge risk. But that risk has shaped me, and I’m so proud of the journey it set me on.

What advice would you give someone just starting his or her career in your industry?

The biggest piece of advice I give to anyone just starting their career is simple: don’t give up, even when things seem bleak. Early on in my journey, someone told me that there will always be peaks and valleys in business. That advice stuck with me. The beauty of knowing this is that when you find yourself in a valley, you can hold on to the hope that a peak is always just around the corner. The tough times don’t last forever, and pushing through them is what leads to success.