Pete D. Nunez, D.D.S.

Director

Valley Dental Network DBA: Shields Dental Group, Del Mar Dental Group, and
Durfee Dental Group

Specialties: Orthodontics, Periodontics, Oral Surgery, Cosmetic Dentistry, Implants, General Dentistry

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Education: UCLA School of Dentistry, Class of 1973

Age: 74

Family: 5 children, 13 grandchildren, 3 great-grandchildren

What first sparked your interest in dentistry, Pete?
 I was 17. My mom was sick and dying of leukemia. My father had passed away in a trucking accident when I was 12. I had five younger siblings and I knew I had to be responsible. I did some research. I was good at science and I figured dentistry would be a way to be my own boss and to make good money.

What happened after your mother died, Pete?
We moved from Calexico, Calif. to live with my grandparents in Reedley. I graduated from Reedley High. I had become friends with a local dentist, Dr. Donald Tawes, and he sponsored me for my first year of college at Loma Linda University. After that, I patched together my undergraduate degree with additional courses from Reedley College and Cal State Los Angeles.

It sounds like things moved along pretty well, Pete.
Not quite. I applied to the Loma Linda University School of Dentistry and was not accepted. So I started down a new path. I set up my own business, Pete’s Maintenance and ran that for ten years, doing general maintenance and cleaning floors and carpets.

How did you get back into dentistry, Pete?
In 1968, during the civil unrest in the country, UCLA’s School of Dentistry was looking for Hispanic applicants, so I applied and was accepted in 1969. I graduated in 1973.

You have three offices in Fresno and one in Southern California. How did that come about, Pete?
After graduation, I worked for four different dental offices around southern California. In 1976, I set up my own practice in South El Monte. By 1994, I had six offices in the L.A. area.

How did you come to Fresno, Pete?
Because I have so much family here, I had planned to retire in the area by 2000. So in 1994, I sold all my L.A. offices and started some practices in Fresno. I set up the Tower Dental Care, Del Mar Dental Group, and later Shields Dental Group.

Anything else you would like to share, Pete?
I have quite a few family members in the business. I went back and opened an office again in  South El Monte. My son, who is a chiropractor, has his office next to my dental office. He is the business manager of both offices. Another son in Fresno helps manage a Fresno office. Maybe I shouldn’t mention it, but I also have two ex-wives who each run a dental office. A daughter runs her own dental office in Buford, Georgia. I often go there to help train the staff and doctors. Another daughter is studying to be a dental hygienist, and a grandson is double-majoring in pre-dental and business at Ohio State. Oh, and I’m currently in the process of setting up the Nunez Academy of Dental Assistants in my Shields office.

Do you use traditional or “new” marketing techniques, Pete?
When I came to Fresno, I learned about radio and television marketing. Most dentists don’t do half hour infomercials on TV. I do. I also have a talk radio show on KWRU five times a week. It’s primarily a show about soccer, but we talk about everything. Legal issues, health issues, and, of course, dentistry. I also do spots on other radio stations, usually tied to free community events.

Has the downturn in the economy caused people to put off their dental work?
The downturn hasn’t affected me. When things turned bad, I increased my marketing and it’s worked. Nothing is down for me.

How does your office serve those who can’t afford dentistry or don’t have dental insurance, Pete?
We work out payment plans and we extend some credit. We also do some free work. In February, which is Dental Health Month, my staff and I dedicate one Sunday to do free extractions. Then there’s “White Friday” — the day after Thanksgiving — we do free extractions and cleaning for children.

What was your first job growing up and what did you learn from it, Pete?
Dad was an entrepreneur. He had a grocery store, was an ag contractor, and had a trucking business. My first job was working in the market for my dad. I cleaned up, stocked shelves, dealt with people, whatever Dad wanted me to do. I learned that I wanted to be my own boss and there was no way I could work for somebody else.