(TINIDAD) — Trinidad’s heart of the city lies in the local businesses that keep it beating.

FOX21 spoke to Trinidad business owners who grew up in the city and have deep roots.

Jina Malouff, an Insurance Agent for farmers, said, “For the past 20 years, my family has had the privilege of running it and using it to the benefit of this beautiful little town of Trinidad.”

Malouff takes every chance she gets to support youth programs in the city, including the SOCO Clubhouse.

“I truly believe it takes a village to support our youth,” Malouff said.

But other business owners believe the community contributes just as much to make Trinidad run.

“When a small community is really good at banding together when things get tough, that’s how Trinidad in Los Animas County has really survived over these years, just by being able to lean on each other,” said Jess Vanmatre, Owner of Premier Property Maintenance.

Vanmatre started his company five years ago and said he uses the best marketing Trinidad has to offer to make his company grow: “Word of mouth… It’s nice, with the smaller community, that we talk to each other.”

Business owners agree that the key to the hometown feel in Trinidad is the partnership between the community and local businesses.