Meet Dan

A Leader Who Leads With Heart

Dan Rocha is a lifelong Artesian who leads with heart, compassion, and a deep sense of responsibility to the community that raised him. His leadership is rooted not in titles, but in service—showing up, listening, and doing the work even when no one is watching. Dan believes leadership should always be personal, principled, and centered on people, not politics.

A Legacy of Service, Passed Down

Dan’s commitment to service began long before he ever considered public office. It started at home. Raised by parents who believed deeply in community involvement, Dan learned early on that service is not optional—it is a responsibility.

His mother, Dorothy Rocha, played a particularly formative role in shaping his values. As a child, Dan often accompanied her as she volunteered with a group of dedicated women known as the United Artesians. Through her, he witnessed what it meant to show up for a city—supporting community causes, engaging in civic life, and working on campaigns for local leaders who would go on to serve Artesia as councilmembers and mayors. Those early experiences planted the seeds of civic responsibility that continue to guide Dan today.

This generational connection to service is a legacy Dan is proud to carry forward—one rooted in participation, integrity, and love for Artesia.

Rooted in Artesia

Artesia is not just where Dan lives—it’s where he grew up. The son of a dedicated union worker, Dan learned early on the value of hard work, solidarity, and fighting for fair treatment. He attended elementary, middle, and high school in the ABC Unified School District… These schools, streets, and neighborhoods—and the lessons learned at his father’s side—instilled in him a lifelong sense of accountability and pride.

Dan speaks English, Portuguese, and Spanish, allowing him to connect authentically with Artesia’s diverse communities and communicate across cultures in a city he knows and loves.

A Record of Service and Leadership

Dan’s dedication to public service spans years of hands-on involvement across Artesia. He has served as a City Commissioner, worked as a manager overseeing people and projects, and remains deeply active in service clubs and nonprofit organizations. In every role, his focus has been the same: bringing people together, solving real problems, and ensuring decisions are made with fairness, transparency, and long-term impact in mind.

He is especially passionate about public safety, meaningful programs for youth and seniors, and making sure every neighborhood receives the same level of attention and care. Dan believes that when residents feel safe, supported, and heard, pride in the community naturally follows.

Caregiving, Compassion, and Perspective

One of the most defining parts of Dan’s life—and leadership—comes from his role as a caregiver to his mother. Caring for her has strengthened his compassion, patience, and understanding of what families face every day when navigating healthcare systems, aging, and uncertainty. Through this experience, Dan has seen firsthand how deeply policy decisions affect real people and the dignity of those who rely on care and support.

As a caregiver and proud member of SEIU 2015, the union representing long-term care workers across California, Dan understands the challenges caregivers and seniors face every day. This experience has deepened his commitment to advocating for seniors, caregivers, and city services that treat every resident with dignity and respect.

Accessible, Accountable, and Present

Dan believes public service only works when leaders are accessible. For years, he has consistently attended City Council meetings, supported neighborhood events, organized food drives for families in need, and stayed engaged with residents both in person and online.

He believes leadership doesn’t stop after an election—it requires constant presence and accountability. Dan is known for being reachable, responsive, and willing to listen. City government should work for the people—not the other way around.

Respecting the People’s Time

Dan also believes civic engagement should be realistic and welcoming. Having attended countless City Council meetings over the years, he understands why many residents feel discouraged from participating. Meetings that start late, run long, and delay the discussion of real community issues make it difficult for working families, seniors, and caregivers to stay involved.

Dan supports a more people-centered approach—one that prioritizes efficiency, transparency, and respect for residents’ time—so more voices can be heard and meaningful participation is possible.

Planning for Artesia’s Future

As Artesia prepares for significant change—including housing pressures and the eventual arrival of the Metro line—Dan believes growth must be guided by thoughtful, responsible planning.

This type of expansion requires foresight: thinking not just about tomorrow, but about what Artesia will look like 10, 15, 30, and even 60 years from now. Dan wants to be part of shaping that future—protecting the character of the city, supporting local businesses, strengthening public safety, and ensuring smart development that benefits the entire community.

A Commitment to Community Pride

Above all, Dan Rocha is guided by a simple belief: Artesia deserves leadership that listens, cares deeply, and plans boldly for the future—without losing sight of the people who make this city home.

His service, values, and lifelong connection to the community are rooted in one goal—building a stronger, safer, and more connected Artesia that residents can truly be proud to call their own.

Boards & Community Leadership

President, Cerritos–Artesia Rotary Club

Financial Director, Luso American Financial Board

Member, Luso American Education Foundation

Board Member, Friends of Artesia Library

Board Member, Los Cerritos Democratic Club

California Democratic Party State Delegate

Member, Artesia Historical Society

Member, Artesia DES Member, Artesia Chamber of Commerce

Former Commissioner, City of Artesia Parks & Recreation Commission

Former Commissioner, City of Artesia Beautification & Maintenance Commission

Former Secretary, Artesia DES Portuguese Hall