Rick Cuéllar is a producer, business strategist, franchise creator, and entrepreneur whose career spans international business consulting, entertainment, and cultural development. Known for combining executive strategy with creative vision, he builds entertainment ventures that generate long-term cultural, economic, and community impact.

A graduate of the University of the Incarnate Word with degrees in International Business and Human Relations, Cuéllar built his career in strategic planning and implementation with global organizations, including AT&T in the United States and Monterrey, Mexico; Shandong Electric Power Company in Jinan, People's Republic of China; and Telefónica de Argentina in Buenos Aires, Argentina. He has also advised numerous small businesses throughout the United States. Working across North America, South America, and Asia shaped his global perspective and reinforced his belief that innovation, strategic planning, and strong leadership are universal drivers of success.

Recognized as an early streaming-era pioneer, Cuéllar applied that same strategic mindset to the entertainment industry, developing serialized dramatic content for digital-first distribution before streaming became the dominant force in global entertainment. Today, he specializes in creating franchise-ready intellectual property designed to expand across film, television, music, live entertainment, merchandising, publishing, and emerging technologies.

He is the founder of Kwáyar Consulting, where he continues to merge business strategy with creative development, building sustainable brands, audience engagement strategies, and long-term growth initiatives through storytelling and innovation.

Cuéllar is the founder, executive producer and director of the Fiesta SATX Film & Music Festival, now entering its fourth year. He led the successful effort to secure the festival's designation as an official Fiesta San Antonio event following approval by the Fiesta San Antonio Commission. The festival showcases independent creators while identifying projects with franchise and series potential, serving as a platform to connect emerging talent with industry opportunities. It is one component of Cuéllar's broader vision to position San Antonio as a global center for streaming, television, and film production by cultivating today’s and the next generation of storytellers.

His nonprofit leadership includes founding the Lift Latinhearts Production Fund, a 501(c)(3) organization dedicated to preparing future filmmakers and content creators through education, mentorship, workforce development, and hands-on production experience. The organization's mission is to ensure that creative talent has a sustainable pathway into the entertainment industry in Texas.

Cuéllar has been recognized at the Texas State Capitol for his contributions to cultural development and creative industry innovation. He is also leading the development of the Latinhearts Walk of Fame, a landmark cultural destination designed to honor Americans of Latino descent and Texans whose accomplishments have brought distinction and positive recognition in entertainment and other fields on the national and international stage, while inspiring future generations to pursue excellence.

Whether advising global corporations, producing entertainment, launching nonprofit initiatives, or developing worldwide franchises, Cuéllar approaches every endeavor with the mindset of both a businessman and a storyteller. His guiding philosophy is that the most successful creative ventures are built on the same foundation as the most successful businesses: vision, strategy, execution, and the ability to create lasting value for generations to come.

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Cynthia is serving as interim President.  She has vast experience in strategic planning for corporate leadership teams with expertise in Project and Salesforce Management, Public Speaking, Compliance, Event Planning, Labor Relations, Data Networking, Marketing, Fundraising, Business Development, Data Analysis, Process Improvement, Community and Government Relations. Cynthia is serving as the interim Preside of Producer Shed. 

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Patricia is an entrepreneur with vast experience in the film industry.