Meet Our Diamond Certified Expert Contributor

Robert Machado: A Spark of Inspiration

By Julie Deacon, Diamond Certified Research Writer

Robert Machado spent much of his childhood on construction sites thanks to his stepfather, a general contractor who built homes throughout Sonoma County. While he was exposed to every aspect of the building process, he found himself particularly drawn to electrical work. In 2016, that interest led to a professional opportunity when a family friend offered him an electrical apprenticeship. “I started working with him and just continued my education while working for a couple of other companies along the way,” he details. “I’ve always wanted to own my own business, so I started Sonoma Coast Electric Inc. in 2023.”

While Robert enjoys many aspects of the electrical trade, he says the most rewarding part of his job is the problem solving. “Electrical work is like solving a big puzzle—you walk into a house, start taking things apart and troubleshoot until you find the solution. When you finally put everything back together and the lights come on, it’s a really satisfying feeling.”

Robert was born in Santa Rosa and currently lives in Sebastopol, where he appreciates the small-town atmosphere of life near the coast. “I live in the country, so it’s nice having some space and being surrounded by nature,” he says. “We also have lots of mom-and-pop stores and restaurants, so there’s a real sense of community here.”

When he’s not working, Robert enjoys a variety of hobbies that reflect his passion for building and creating. “I have a 3D printer, so I spend a lot of time designing and printing things,” he says. “I just like working with my hands, using tools and building things from scratch.” Robert is also an avid golfer and enjoys spending time outdoors with friends and family, especially when good food is involved.

Looking ahead, Robert plans to continue growing Sonoma Coast Electric while maintaining the high standards that have helped him build a positive reputation in his community. When he reaches retirement, however, he already has a few plans in mind. “I’ll probably hire a personal chef and sign up for golf school,” he says. “Other than that, I’ll just take every day as it comes.”

Ask Me Anything!

Q: Did you play any sports in high school?
A: I was a right guard on the football team. Second smallest guy on the starting line!

Q: What’s your earliest memory?
A: Playing in the living room while my Dad was watching football.

Q: Do you prefer being somewhere hot or somewhere cold?
A: Somewhere hot.

Q: Would you ever skydive?
A: I went once on my 18th birthday and that was enough.

Q: What’s your favorite local restaurant?
A: Honestly, I like just shopping at Whole Foods and making my own thing.