“Nothing Stops A Bullet Like A Job”

Matt Landau
March 30, 2015

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Last night was the 1-year anniversary of Fortaleza Tours: Fried Fish and Mojitos, a company that emerged from our gang intervention and reintegration program Esperanza (“Hope”) here in the historic district of Casco Viejo, Panama.

It was a very surreal experience for me: to have some of my greatest mentors and friends sitting in what used to be a bullet-ridden alleyway…

Esperanza Panama

Only now we were enjoying champagne and violin.

Esperanza Panama

Our graduates, the five former gang members who now run Fortaleza, gave a short presentation announcing proudly everything they’ve accomplished in the past year.

Esperanza Panama

And after their presentation, they asked (well, forced) me to say a few words. So I revealed that when I started with my vacation rentals in Casco Viejo back in 2007, we would tell our guests one thing upon arrival:

“We’d say here is a map of our neighborhood: do not wander up into this area because it is controlled by a gang called Ciudad de Dios and you will…get…robbed.”


(Of course, we had plenty of guests who didn’t heed our warning and of course, they got robbed.)

But today, I explained, when guests arrive to Los Cuatro Tulipanes we tell them something slightly different upon arrival:

“Today we say, before you leave Casco Viejo you MUST wander up into this area and take a tour with the former gang leaders of Ciudad de Dios. It is simply the most awe-inspiring tour experience that is offered in Panama City. (Men’s Journal | LA Magazine | El Visitante)”

This is when I pulled out my ace in the hole: 50 copies of a map supplied to us by the chief of police showing neighborhood crime in the past 15 months (I’ve outlined the Ciudad de Dios area in red ink):

Matt Landau Esperanza

Every person in the alley (including our graduates themselves) was amazed to see that the former Ciudad de Dios area had NOT ONE robbery, assault, nor domestic violence dispute since we began our intervention in January 2014. In the words of Father Greg Boyle of Homeboys Inc in Los Angeles, “Nothing stops a bullet like a job.”

“A map like this,” one graduate, Jaffet added, “is something that we are most proud of.”


Fortaleza Tours is only one of the six businesses that have emerged from Esperanza (we have a handyman company, a creole restaurant, a seafood distribution service, a recording studio, and a messenger/delivery service.) And with the help of a sustainable urban development team from MIT’s Sloan School, I have now designed an innovative impact investment fund that will provide seed capital to our new entrepreneurs as well as a full support network to see that each one has the opportunity to achieve results like Fortaleza…


If you would like to pledge your support, here’s the fully tax-deductible donation opportunity to make it possible:

Click Here To Support Matt’s Transformation Initiative

I need to raise $10,000 in the next few weeks in order to make this work. So I am appreciative of any help you can give. I also see all the names on the donations and will be personally writing the thank-you notes, on behalf of our entire team, to tell you how much this means to us!


About the Author

Matt Landau is the Founder of VRMB. He spends most of his time inside of VRMB Communities, one of the leading collaboration platforms helping vacation rental owners and managers build more profitable & sustainable businesses.

Matt Landau

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