For Steve Hayes, building a successful franchise has always been about more than security coverage – it’s about building people.
At Signal of El Paso, that focus shows up in the pride officers show in their work and the reputation the team has built across the community. Through strong leadership, a commitment to developing others, and a culture centered on recognition and respect, Steve and his team have created something bigger than a security operation: a workplace where people grow and a service the community values.
That approach has helped the franchise grow organically while earning the trust of clients and community partners throughout the El Paso market.
Building Pride in the Profession
Security often carries outdated stereotypes, but Steve and his team have worked hard to change that perception in their community.
“We’ve really expanded into our community and developed a reputation and a standard that our team can take pride in,” Steve explains. “When clients tell us, ‘We see the value you’re giving us,’ that makes me proud of how we’ve positioned ourselves.”
Part of that effort includes recruiting young people who want to pursue careers in law enforcement. By connecting with students and young adults between the ages of 18 and 21, Steve sees his franchise as a launching point for the next generation of professionals.
“We’re not going to keep them for decades,” he says, “but we’re helping them develop the skills and work habits they’ll need for successful careers. Being able to give back to the community that way is something we’re really proud of.”
Demonstrating Value in a Competitive Market
Operating in a market where many competitors compete on price alone presents its own challenges. In parts of El Paso, security providers often offer minimum-wage services, which can make it difficult to compete when your goal is to pay officers fairly and build long-term careers. For Steve, the solution has been simple: prove the value.
“We want to pay our people a decent wage for a decent career,” he says. “So the challenge becomes showing clients that the premium they’re paying is worth it.”
That proof often happens through visibility and community involvement. One example was the Sun Bowl Parade, where Steve’s team helped guard more than 100 parade floats. Instead of simply standing watch, officers actively engaged with volunteers and participants, helping when needed and representing Signal with professionalism.
“What people saw was our officers being friendly, walking through, helping out,” Steve says. “They saw we were part of the community.”
Creating an Elite Mindset
At the core of Steve’s leadership philosophy is helping officers develop a strong sense of self-worth and pride in their work.
“For me, it comes back to pride – pride in yourself and pride in the work you do,” he says.
That mindset shows in the details: strong officer presence, professional uniforms, positive interactions with customers, and a commitment to going the extra mile.
“It’s that mindset of doing a little more – opening one more door, greeting one more customer, representing the brand well,” Steve says. “That’s how you build the kind of reputation we want in our area.”
Leadership Grounded in Care and Discipline
Two personal philosophies guide Steve’s approach to leadership. The first shapes how he approaches relationships with clients, officers, and the broader community:
“People don’t care how much you know until they know how much you care.”
For Steve, that idea means making sure people feel valued and respected in every interaction. Whether it’s a client, a community partner, or one of his officers, he believes people should feel like more than just a name on a schedule.
“We have to be engaged,” he explains. “The people who work with us need to know we care and that they’re part of our family, not just hours on a timesheet.”
The second principle guides how he runs the business itself:
“If you mind the pennies, the dollars take care of themselves.” – Benjamin Franklin
By maintaining strong financial discipline while investing in people, Steve has created a sustainable foundation for growth.
Recognition That Happens in Real Time
One of the most unique things at Signal of El Paso is their program that Steve named “Karma.” To reward officers for their good deeds, his senior leadership team carries a roll of $20 bills. When they see an officer going above and beyond, they hand them one on the spot as a quick thank you. For Steve, moments like these help build a culture where people feel appreciated and motivated.
“At the end of the day, what I want is to develop people and create an atmosphere where they enjoy coming to work,” he says. “They want to come to work. They want to be part of something better.”
That same spirit carries into larger moments of recognition as well. When one of his team members wins an Officer or Hero of the Month award from corporate, he personally visits their post to let them know they won and congratulate them.
“I play the JumpStart announcement where they’re recognized, and let them see it,” he says. “Then I tell them their shifts are covered, and they’re off for the next two days – with pay.”
Building People Through Big and Small Moments
For Steve, the most rewarding part of being a franchise owner isn’t just growing the business, it’s growing people.
Over the years, he’s watched team members step into opportunities they may not have seen for themselves. One officer, for example, started part-time and gradually worked her way through Signal’s internal development program before ultimately becoming the franchise’s Director of Operations.
“Watching someone go from part-time guard to sitting up straighter with confidence and realizing their potential—that’s incredible,” Steve says.
But building people doesn’t always happen through major career milestones. Sometimes it happens through smaller moments that show appreciation and remind officers that their work matters.
One Christmas, Steve and his wife personally delivered meals to officers working holiday shifts. During one stop, a younger officer was so surprised by the gesture that he hugged Steve’s wife.
“He told her no one had ever taken the time to come out and thank him before,” Steve recalls. “Moments like that – that’s the reward.”
Whether it’s helping someone grow into a leadership role or simply showing up with a meal and a thank you, those moments help create the kind of culture Steve strives for.
A Team Effort
While Steve is honored to be named Franchise of the Month, he’s quick to point out that the recognition belongs to the entire team at Signal of El Paso.
“I’m deeply honored, but at the end of the day, it wasn’t just me,” he says. “It was the whole team that built this.”
From operations leaders to officers working posts across the city, Steve credits the people around him for building the culture and reputation the franchise has today. Many team members who move on to careers in law enforcement still stay connected, often returning to thank the team for helping them build the skills and discipline needed to succeed.
For Steve, those moments are a reminder of the bigger purpose behind the work.
Congratulations to Steve Hayes and the entire Signal of El Paso team for being named Franchise of the Month. Their commitment to professionalism, community impact, and developing the next generation of leaders reflects the very best of the Signal network.
