The Journey: In the beginning there was Latin Rock, Inc

Dr Bernie Gonzalez- AKA DR ROCK

While balancing his commitment to dentistry and community leadership, Gonzalez ventured into the music industry. He worked as security staff for Bill Graham Presents, where he had the opportunity to connect with legendary bands such as The Grateful Dead and the Rolling Stones.

In 1985, Gonzalez became the manager of Malo, the renowned Latin Rock band known for their hit “Suavecito” working closely with Arcelio “Malo” Garcia. His role as manager brought him into close collaboration with industry icons including Bill Graham, Jerry Garcia, and Carlos Santana.

Throughout these years, Gonzalez’s dental office became a gathering place for the music community. Today, it stands as an informal museum of Latin Rock, showcasing awards, posters, guitars, photographs, and other memorabilia that reflect Gonzalez’s significant and enduring impact on the Latin Rock scene.

Dr. Gonzalez was given the nickname “Dr. Rock” by his patient Arturo Carrillo, who, upon noticing the extensive Latin Rock memorabilia in Gonzalez’s office, began calling him by that name. The moniker stayed with him, especially as the two collaborated for many years to organize Carnaval San Francisco. This partnership and nickname paved the way for the founding of Dr. Rock & Latin Rock, Inc. On staff was his right-hand man, Sam Totah who stayed on board through 2025. Dr Rock has opened a new chapter in his life and is now working part time as a dentist. He plans to produce a couple of music events in 2026.

Sam Totah-

My name is Sam Totah and I’m a Latin Rock enthusiast. As an original member of Latin Rock Inc, I led the social media team and built a platform to promote the culture, music and live shows. 

Bob Sandoval-

Bob Sandoval was a radiant soul whose passion for music, community, and culture helped shape the vibrant rock scene of San Francisco through his co-founding of Latin Rock Inc., leaving an indelible mark on countless lives.