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Social Security Risk Greater for Hispanics

June 30, 2005
By Lisa Marie Gomez

Latinos disproportionately benefit from Social Security because they tend to earn less money over their lifetimes, live longer, have larger families and are more likely to suffer a disability than any other racial or ethnic group, according to a study released Tuesday.

That's why any proposal to reform Social Security that cuts benefits, or replaces it with private investment accounts, has the potential to hit the Latino community hardest, according to the findings of the Center on Budget and Policy Priorities in Washington.

The report, titled "Hispanics and Social Security: The Implications of Reform Proposals," examined various proposals to revamp the current system, which has been in place for more than 70 years.

Saying that the system's long-range viability is in jeopardy, President Bush has called for allowing younger workers to shift some of their payroll taxes into private investment accounts. Many Democrats oppose such a plan because they believe it would be a first step toward privatizing Social Security.

"We hope from this report that we will point out in an objective manner why Social Security is so crucial as the safety net for the Latino community as a whole and as a retirement plan for older Latinos," said Fernando Torres-Gil, a co-author of the report and director of the UCLA Center for Policy Research on Aging.

He also hopes that over coming months and years, Latinos make it a point to understand the proposed changes to Social Security and their potential impact.

Places with large Hispanic populations such as Los Angeles, Miami, the Rio Grande Valley and San Antonio, which has a Latino population of almost 60 percent, should pay close attention to the various proposals to reform Social Security, the Center found.

If Social Security doesn't continue to provide a basic safety net for Latinos, the responsibility will fall on others.

"Those municipalities have to be concerned as to the extent that their elderly Latinos find that their reliance on Social Security becomes tenuous, then those communities will be forced to pick up the slack," Torres-Gil said.

Andy Hernandez, director of the 21st Century Leadership Center at St. Mary's University, said the kind of changes being proposed to reform Social Security would have a direct impact on the economy of San Antonio.

"This study is more evidence that we should go slow," said Hernandez, an expert on Latino political affairs. "People really need to study the question (of whether Social Security should be changed) because sometimes changes aren't for the better."

It's harder for Latinos to invest in a 401(k) or other pension plan because they often have jobs lacking such benefits.

"Latinos are very entrepreneurial," Torres-Gil said. "This is a population that is more likely to have a small business, to work in service industries, or agriculture where they're less likely to have a defined benefit plan and/or opportunities for a defined contribution plan."

Not to mention undocumented workers, who get Social Security money taken out of their paychecks, but never see that money again, he said.

Source: San Antonio Express-News via Hispanic Business

Latino power on the rise

June 30, 2005
By Mariella Perez Serrano

Pedro A. Cortés never imagined he would become the first person in his family to attend college, let alone become the first Latino in the state of Pennsylvania to become part of the governor’s cabinet. If that wasn’t enough, he became the first Puerto Rican outside of Puerto Rico to become secretary of state for any state in the continental U.S., all of this while still in his thirties.

On April 2, 2003, Cortés was appointed secretary of the Commonwealth of Pennsylvania by Gov. Edward G. Rendell and was unanimously confirmed by the Senate on May 13, 2003. As secretary he administers the State Department, an agency with a $198 million annual budget.

“The State Department protects the public’s health, safety, and welfare by licensing nearly one million business, health, and real-estate professionals,” he explained.

By statute, the secretary is a member of the Property Board, the Finance & Revenue Board, the Pennsylvania Municipal Retirement Board, the State Athletic Commission, and the Navigation Commission for the Delaware River & Its Navigable Tributaries. The secretary is the keeper of the Great Seal of the Commonwealth and has the duty of authenticating government documents by using the seal. Cortés is also the Commonwealth’s chief election official.

As chief election official, one of his goals is to boost the Latino electorate. “During the past elections in Pennsylvania, approximately 20% of the $2 million media campaign was geared toward the Latino community. Our campaign, ‘Ready, Set, Vote,’ aimed to empower the Latino community and encourage the community to make choices. That the way to determine the future of a state is through the election of its leaders,” emphasized Cortés. “While the population of Pennsylvania is 12 million, Latinos make up almost 4% of the total population. Out of the 450,000 Latinos in Pennsylvania, 58% are Puerto Rican or of Puerto Rican descent,” said Cortés.

During the National Association of Latino Elected & Appointed Officials Educational Fund conference to be held in Puerto Rico June 23 to 25, Cortés will discuss the Latino vote in 2004—what happened and why.

“The Bush campaign recognized the importance of the Latino vote and successfully attracted it. The Latino vote is one of the many factors that contributed to President Bush’s re-election. Out of the 8 million Latino voters, 47% voted for the Republican Party in the past election,” Cortés pointed out. “That’s something we are looking to achieve in Pennsylvania—to mobilize the Latino vote,” he added.

Top on his priority list is economic development and support for Latino business initiatives. “The Latino community in Pennsylvania traditionally has owned small businesses, [such as] local supermarkets, or what we call bodegas, and utility stores,” explained Cortés. He noted there is an office in the State Department geared toward Latinos to aid, advise, and expedite the process of starting a business.

“Nationwide, Latinos have a strong economic presence, with over $760 million in capital earnings and purchasing power. We hope to increase business initiatives for the Latino community here in Pennsylvania as well,” he said. He also pointed out the growing nationwide presence of Latinos not only in the government, but also in the private sector.

Cortés earned his bachelor’s degree in hotel, restaurant & travel administration from University of Massachusetts, followed by a master’s in public administration from Pennsylvania State University and a law degree from Pennsylvania State’s Dickinson School of Law. He also holds a certificate in public-sector human resources management from Pennsylvania State University.

Source: Caribbean Business via Puerto Rico WOW!

Event connects businesses, Hispanic residents

June 30, 2005
By Jose de Jesus

When members of the Latino Business Association in Des Moines recently asked Carol Bower to use an old building along East Grand Avenue for an event, she had one thought: Why would they want to use this old building for an event?

Bower, executive director of the Neighborhood Development Corp., which owns most of that Hispanic business district, quickly thought about the goal of that corridor and agreed on the site for LatinEXPO 2005.

"We thought it was appropriate because our goal is to develop the Latino corridor to empower the Latino residents to do things here," she said.

The event took place last week at 1542 E. Grand Ave on the city's east side.

LatinEXPO 2005 offered an opportunity for area businesses to market their services to the the city's Hispanic population. It also was designed to showcase the vitality and diversity of Hispanic businesses in Des Moines.

The event was co-sponsored by Bower's group and Alianza, the Latino Business Association serving greater Des Moines.

"We really wanted to bring our efforts into what's now being called the Latino corridor," said Nannette Rodriguez, a founding member of Alianza. "It also gives the Anglo businesses an opportunity to market the Hispanic population."

More than 15 businesses - including Wells Fargo, J.D. Technology Inc., Viento del Tropico and Bank of America - took part in the event, which welcomed people from all walks of life to talk to area business operators.

"We need to pay more attention to reconnect with Hispanics, and this is the best way to do it," said Eric Idehen, Wells Fargo's community development officer.

Francisco Plesent, a Des Moines resident and native Mexican, said he was pleased to see such an event held in an area with a big influx of Hispanics.

"They are really working hard for this area, and that means a lot to us," Plesent said. "Great things can be done here with that support."

Neighborhood Development Corp. is expected to put $15 million into redevelopment of the Hispanic business district as part of a revitalization project that is just getting under way. The nonprofit group has already put $3 million into the first phase of the project.

This spring, the group broke ground on a 6,000-square-foot building east of Tienda Mexicana at 1524 E. Grand Ave. The building will feature retail stores, including a bakery, a barber shop and a clothing store.

Bower said she hopes the revitalization project will spur developers' interest.

Source: The Des Moines Register

Sponsorship grows at Hispanic festival

June 30, 2005
By Jeanne Sturiale

Organizers of the annual Festival de Verano in Winston-Salem were feeling upbeat this week, saying that the number of festival sponsorships has more than doubled over last year's.

The Hispanic festival, to be held Sunday at King Plaza Shopping Center, is produced by Que Pasa Media Network. It will feature booths and displays by about 50 sponsors, well over last year's 19 sponsors, said Jane Martin, a spokeswoman for Que Pasa.

"I think the market this year, in this area, now truly understands the commercial value of this audience," Martin said.

Signing on this year are previous sponsors, such as Time Warner Cable and Bank of America, and new ones such as the U.S. Army/N.C. National Guard and Coca-Cola Bottling Consolidated.

Sponsorships have grown steadily since 2002, the first year of the festival, Martin said. Organizers estimated that last year's festival drew 12,000 mostly Hispanic residents in Forsyth County and beyond.

Martin said that Que Pasa's research, based on U.S. Census material and other sources, estimates that there are more than 40,000 Hispanics in Forsyth County, with a buying power of $539 million.

Jose Isasi, the owner of Que Pasa, attributed increased sponsor interest to a shift in the festival's target audience, from single Hispanic males to Hispanic families.

Most of this year's entertainment, such as a rodeo and children's area, will be focused on the family, Isasi said.

"Folks are realizing that in Hispanic marketing, the Hispanic family is the more stable sector," Isasi said. "The housing market is starting to wake up to Hispanics. We have more real-estate, mortgage companies. All of that is the family getting more established."

Sgt.1st Class Marvin Bennett, who handles advertising and marketing for the N.C. National Guard, said that the growing Hispanic population is one reason he decided to rent a display booth at the festival.

"We're looking to see if there are qualified, legal immigrants or American citizens," Bennett said. He'll have brochures in Spanish on hand, he said, for potential recruits' parents. "The Guard is really a family thing," he said.

Isasi said that his company has made a "significant investment" in the festival - which will run from noon until 8 p.m., with free admission - although he declined to disclose the cost.

Martin said that the festival hasn't turned a profit.

"We're lucky if we break even," she said. "But it's good for relationships, good for the community."

Source: The Winston-Salem Journal

Hispanic Search Engine Marketing: A Breakdown

April 14, 2005
Source: fantomNews

Hispanic search marketing expert Nacho Hernandez... was kind enough to point us to a white paper he has authored covering the basics of this highly potential market.

Some highlights:

• Hispanics make for almost 15% of the overall U. S. population, constituting the largest minority group and at an annual rate of 5.4% it is growing 5 times faster than the general population.
• It is an exceptionally young market with a median age of 25 years.
• Spending power for 2003 was estimated at $535 billion.
• Hispanics are expected to constitute 8.4% of all U. S. Net users by 2007.

In a detailed case study the author outlines many of the specifics and quite a few unexpected quirks of the Hispanic market. For example, while the majority of of Hispanics is either Spanish speaking or bilingual, they also prefer to search for products in English.

Search phrasing is another case in point: while Anglos will place the brand in front of a search word (“Herdez salsa verde”), Hispanics will place it last (“salsa verde Herdez”) – obviously a highly important factor something to consider in web design when targeting this market.

Spanish letters (e. g. “ñ”) not typically being found on U. S. keyboards, introduces yet another level of complexity to effective search marketing.

He finally goes on to point out that targeting the Hispanic market successfully doesn’t come lightly and as a mere sidline: an intelligent, highly informed promotion strategy is critical, as is devoting competent staff and implementing a viable time frame.

There’s lots and lots more, so download the white paper here for a fascinating read (PDF format): Nacho Hernandez: Search Engine Marketing to the U. S. Hispanic Market

Nacho Hernandez can be contacted via his company, iHispanic.

In-Gym Refreshers Go Latin

June 30, 2005
Source: HispanicAd.com

This month Bally Total Fitness, will introduce low-calorie Licuados in its California gyms. Bally’s is betting this popular and long-standing Latin tradition of blending milk, fruit and ice, will shake up the way Californians pack a fitness punch before and after exercise.

It will introduce its own versions of the traditional Licuado in its clubs from Los Angeles to San Jose. Bally’s juice bars will serve up three 20 oz. fitness Licuados: the “Bicep Boost Licuado,” the “Piña Colada Licuado,” and the “Lean and Mean Licuado.”

In addition to Licuados, Bally’s offers Latin-inspired workouts like Salsa, Brazilian Samba and Capoeira, a unique Afro-Brazilian art form that blends dance, music, gymnastics and martial arts.

Wrapping Up Top Spot; Versatile Tortillas Rolling to No. 1 in the Bread Line

June 22, 2005
Source: The Milwaukee Journal Sentinel via HispanicOnline.com

Flat discs are about to overtake squishy squares in the battle to be America's favorite bread.

Tortillas which according to Mayan legend were invented by a peasant with a hungry child reflect today's grab-and-go lifestyle and love for ethnic foods just as white bread satisfied a generation enamored with processed foods.

If tortilla sales for 2004 turn out to be as strong as expected totaling an estimated $6 billion then tortillas will be the new king of breads, said Irwin Steinberg, spokesman for the Tortilla Industry Association. Final figures are expected later this month.

As of 2003, tortilla sales made up 32% of the U.S. bread market, while white bread sales totaled 34%, specialty breads 10%, whole- grain breads 9%, and rolls and buns 9%. Bagels trailed with 3%. Tortilla sales have been growing steadily, 9% each year from 2000 to 2003, Steinberg said.

Kids love that they can slap peanut butter or another favorite filling on a tortilla, roll it up and take it anywhere, said Ken Levitt, president of Mexican Accents Inc.

The Hormel-owned company manufactures Manny's brand tortillas, among other private label products, in New Berlin.

It is the largest shelf-stable tortilla manufacturer east of Kansas City, according to Levitt.

Campers and backpackers find tortillas to be more convenient than bread, Levitt said, because they are compact and don't get squished as easily in a backpack or picnic basket.

Tortillas also have a longer shelf life than bread. Manny's shelf- stable tortillas keep for 90 days unopened, then about 2 weeks opened in the refrigerator.

It doesn't hurt that Mexican food is a hot culinary trend, and that a growing number of Hispanic immigrants are bringing their love for tortillas to the United States, Steinberg said.

Sandwiches made with tortillas the ubiquitous wrap get credit for boosting sales and inspiring new gourmet tortilla flavors, Steinberg said.

Tumaro's Gourmet Tortillas, made by a California-based company, has more than 20 flavors of tortillas on the market, including sun- dried tomato, jalapeo, roasted red pepper, pesto and roasted garlic, black bean, and Southwest chipotle chili and peppers.

Tumaro's dessert tortilla flavors include chocolate, blueberry, apple cinnamon and pineapple-banana. A new "low-in-carbs" line of Tumaro's also is available in several flavors.

Among Manny's flavored tortillas are tomato-basil and jalapeo- cilantro.

Flour tortillas are the most popular in the non-Hispanic market because they're most similar to white bread, Levitt said.

Flour tortillas constitute 80% of the tortilla retail market, while other tortilla varieties, such as corn, make up the remaining 20%.

Corn tortillas, indigenous to Mexico and points south, drive the Hispanic market, Levitt said.

Corn tortillas may soon grab a bigger piece of the mainstream market, however, as many corn tortillas qualify as whole-grain products and the U.S. Dietary Guidelines call for increased intake of whole grains, Steinberg said.

Corn tortillas are gluten-free, he said.

Whole-wheat tortillas showed the biggest percentage growth last year of all tortillas produced by Mexican Accents, Levitt said.

As for popular tortilla preparations, tacos, quesadillas and wraps have been mainstays for years.

Breakfast quesadillas and dessert recipes using flavored tortillas are newer offerings.

Home quesadilla-makers allow consumers to more easily replicate the appetizer they've enjoyed in restaurants.

But appliances aren't necessary. Levitt said that when his daughter was little, she would put a pat of butter and then cinnamon and sugar on a tortilla, roll it up and put it in the microwave for 10 to 15 seconds to create her own version of a cinnamon roll-up.

"Pizza, hamburgers and tacos are what kids today grow up with," Levitt said. "And fajitas are so easy now, too, with meat departments selling the meat with peppers, all ready to go."

It's only natural that tortilla variations would spring from a young consumer base, considering that kids drive the convenience foods market, he said.

Donna Kelly, who co-authored the book "101 Things to do With a Tortilla" with Stephanie Ashcraft (Gibbs Smith, $9.95), grew up in southern Arizona, a few miles from the Mexican border.

Kelly said in a phone interview that she's always thought of tortillas as a meal-time staple.

"My mother and I made tortillas (from scratch) and tamales," said Kelly, who now lives in Provo, Utah, with her husband and four children. "I ate tortillas every day."

As a kid, she ate bean burros (bigger than burritos) instead of peanut butter sandwiches.

She found a tortilla could do anything that bread could, and more.

During her childhood, she and her mother together developed recipes such as French toast using tortillas, and strawberry shortcake using tortillas.

They created French toast tortillas one Sunday morning when they were hungry for French toast but had no bread in the house, Kelly recalled.

Tortillas can be made into garnishes, as well, Kelly said. Her book includes four: matchsticks, crisps, confetti and crumbs.

To make the matchsticks, which can be used to garnish soup, slice two medium flour tortillas into very thin matchstick pieces with a pizza cutter.

Spread on a baking sheet and bake at 400 degrees 5 to 6 minutes. Stir, then return to the oven for 3 to 5 more minutes, until crisp and golden brown.

Triangular tortilla crisps are cooked in canola oil in a small skillet over medium heat.

Using a pizza cutter, cut three corn or two medium flour tortillas into small triangles, add a few triangles at a time to the hot oil, then cook quickly. Cool on a plate covered with a paper towel and blot carefully to remove excess oil.

Confetti, a smaller version of "crisps" and "crumbs," is what's left at the bottom of the bag of tortilla chips, perfect for sprinkling over main dishes, salads or soups.

While tortillas have been part of Hispanic culture for many years, they are "the new bread" in America, Kelly said.

"They are a convenience item you can use in place of pasta for lasagna, in place of bread for sandwiches. But unlike bread, they don't get soggy with sandwiches, or squashed in lunch boxes."

Kelly believes that because of their convenience, flexibility and shelf life, the tortilla will only become more popular.

The recipes in her book are designed for convenience, Kelly said, with short ingredient lists and minimal preparation.

There's no shortage of creativity. If you're bored with bean burritos and chicken enchiladas, try such desserts as Upside-Down Apple Pie, Chocolate Raspberry Burritos and Cherry Enchiladas.

Hispanic Workers Should Back Personal Accounts

June 30, 2005
by William W. Beach and Andrew M. Grossman

Earlier this week, the Center on Budget and Policy Priorities (CBPP) released several short reports on Social Security’s importance in the retirement plans of Hispanics. These reports, “Hispanics Large Stake in the Social Security Debate” and “Hispanics And Social Security: The Implications Of Reform Proposals,” essentially argue that Hispanic Americans’ lower average incomes, higher life expectancies, and lower average savings (including pensions), makes them rely more on Social Security. The studies’ authors go on to argue that reforming Social Security in the way that President Bush has proposed would put Hispanics’ retirements at great risk.

The conclusions in CBPP’s policy papers just don’t add up. For example, the authors correctly observe that average savings and, generally, net household wealth among Hispanics are below those of the general U.S. population. President Bush and other Social Security reformers also have observed that differences in wealth and savings exist, and this guides their reform approach. Because low incomes discourage savings, reformers want to help boost Hispanic savings by using some of the payroll tax that they already pay to fund a Personal Retirement Account (PRA) for each worker.

The CBPP papers argue that Social Security is a more important part of Hispanics’ retirements than it is for others’ because Hispanics have above-average life expectancies. That is true (at least until the average Hispanic diet and lifestyle reflect those of the average non-Hispanic American), but that is an argument for reform, not against it. The Social Security actuaries have told us for years that the Old-Age and Survivors program will be unable to meet its financial obligations sometime in the late 2030s or early 2040s (currently the date is 2041). After that point, benefits will need to be cut by about 25 percent. Young workers today, Hispanics among them, might think twice about the Center’s argument that they should rely more on Social Security as it is currently constituted.

Mainland Hispanics: Opportunity for economic growth

June 30, 2005
By Elisabeth Roman

Goya may have been the first food producer to target the Hispanic market and to place its products on supermarket shelves on the U.S. mainland, but food producers throughout Puerto Rico now are recognizing the economic potential of this growing market on the mainland.

Hispanics are the fastest-growing consumer group on the U.S. mainland, with their purchasing power reaching $700 billion in 2004 and projected to reach $1 trillion over the next five years. This market is larger than the gross national product of many nations. Hispanic earning power is also on the rise, reaching an average of nearly $45,000 a year in 2004.

While Hispanics are playing a greater role in the U.S. economy, they have maintained their cultural identities as consumers, seeking the foods and products with which they most identify. As a result, the growth of Hispanics on the mainland presents major economic opportunities for Puerto Rico food producers and businesses. At a time when the island’s economy is projected to grow only a little over 2%, the growing Hispanic market on the mainland could open the door for Puerto Rico companies to export their services and products and generate major growth for their local business.

This week, CARIBBEAN BUSINESS has looked at the opportunities available within the island’s food industry to export its products to the mainland. Several companies already have begun to take advantage of these opportunities and are reaping major benefits.

Hispanics consumed over $153 billion in food and beverages in 2001, according to most recent studies. The Hispanic market, 41 million strong and growing, spent nearly 25% of its disposable income on food, which has sent many stateside supermarkets, particularly in Florida, California, Texas, Illinois, New Jersey, and New York, looking for products that appeal to the Hispanic market to stock their shelves. As a result, it is the perfect time for Puerto Rico producers to take advantage of the opportunities this market offers and to gain the loyalty of Hispanics with their products and brands.

Puerto Rico companies have a major advantage by being a part of the U.S., being able to identify with the demands of the Hispanic markets, and having the ability to fulfill the needs of this market with products that are native to Puerto Rico. While many companies on the island are targeting foreign countries for possible expansion, it is important they don’t overlook the potential for economic growth that the Hispanic market on the mainland offers. Puerto Rico companies possess talent, quality products, and open access to the U.S. market, allowing them to export exceptional products that appeal to Hispanics on the mainland. The 41 million Hispanics strictly refers to the mainland, since the four million Hispanics who reside in Puerto Rico aren’t included in that figure.

This week, during the Puerto Rico Chamber of Commerce convention, representatives from many businesses on the mainland will visit the island, including a group from the state of Florida and the Orlando Chamber of Commerce, to meet with local businesspeople. This activity provides an excellent opportunity for Puerto Rico companies to establish new business contacts and open doors to their products and services on the mainland.

Commonwealth government support is also necessary for local producers seeking to export to the mainland. Puerto Rico government offices in the U.S. must be used efficiently to assist local companies seeking to export or expand on the mainland, particularly in the states with the largest Hispanic populations. Just as Puerto Rico government offices assisted citizens who relocated from Puerto Rico to the mainland 30 to 40 years ago with jobs and other opportunities, these offices could help local producers of all sizes cater to the highly important Hispanic market.

Source: Caribbean Business via Puerto Rico WOW!

It's Time to Think Latino

June 27, 2005
By Connie Gore

With $1.01 trillion of purchasing power coming in 2008, the nation's fastest-growing population--Hispanics--have retailers, developers and marketing agencies huddling over the right formula to get the high-spenders through their doors.

"Experts in the Latino market are made not born. I don't think anybody has come up with the magic formula," says Earl de Berge, principal of the Phoenix-based Behavior Research Center, a 40-year-old firm that's been tracking Latino patterns for the past 15 years. "I think that everyone's at the front end of this wave and I don't think anybody's hit a home run yet."

It's no surprise that Southwest retailers and developers are at the forefront of finding ways to mine the wealth as the pendulum swings to a majority minority in many of their cities and a product like salsa easily outsells catsup. According to de Berge's Latino Track studies, Latino spending has gone from $504 billion in 2000 to a projected $778 billion projected this year. The research firm reports the Top 10 markets and what's projected to ring up at the register this year are California, $189 billion; Texas, $113 billion; Florida, $81 billion; New York, $55 billion; Illinois, $30 billion New Jersey, $25 billion; Arizona, $20 billion; Colorado, $14 billion; New Mexico, $13 billion; and Georgia, $10 billion. As a result, Hispanic spending habits can no longer be ignored, industry experts tell GSR.

"Basically, we're a secondary market in the majority, but we're treated as a second-class market," says Liz Topete-Stonefield, president and CEO of the 20-year marketing firm, Topete-Stonefield Inc. of Phoenix. "We spread the word more than Anglos, which really makes us a prime market and not a second-class market."

The experts say it's critical to understand the culture before trying to pitch to a segmented population with a first generation of Spanish-dominant families, second generation of bilinguals and a third generation that's English-dominant and upwardly mobile--each layer with vastly different needs and bound by their heritage. When it comes to the approach, even the pros are divided. Topete-Stonefield, who also trains other marketing firms for Hispanic campaigns, believes it's imperative to have Spanish-speaking clerks, bilingual signs and a multi-cultural marketing approach while de Berge says the best bet is to recognize that the majority of the nation's Hispanic population is now acculturated--an upwardly mobile, college-educated, English-speaking segment of big spenders that respects its roots as much as its first-generation parents. He says the Spanish-dominant sector, using the media to learn English, represents just 24% of the Hispanic population.

"It's no more complex than the Anglo market," de Berge says. "You've got to shake off your old biases of low-income, sombrero-wearing immigrants. There is no one message for all." His best advice: think Latino. "It's what's happening now in style and fashion," he says. "Today being Latino is a matter of pride. There are icons in sports, entertainment and the art community who are greatly admired. They didn't have that 20 years ago."

From a statistical standpoint, the Latino/Hispanic market "really looks a lot more like the general market than people guessed," de Berge says. Hispanic families spend $5,648 per year on food while non-Hispanics spend $5,288. Hispanics also outspend non-Hispanics in apparel and personal services, $1,857 versus $1,732 per year. But, de Berge cautions, the number could be misleading because Hispanic families tend to be larger.

The experts agree misperceptions and misconceptions are the pitfalls for developers and America's mainstream retailers. "The issue is being culturally sensitive to them," de Berge stresses. "Get rid of the Hispanic market notion. There are huge segments in this market than need to be understood."

Research also shows Hispanics aren't any more brand-dedicated than the average consumer. "Hispanics are very experimental in their orientation, which means to the marketplace that you can get them if you reach to their market," de Berge says.

Topete-Stonefield says brand names are big sellers because "that's who advertises. It's not because we're focused on the brands."

Topete-Stonefield also says the race's values and cultural differences are the underpinnings that mandate different sales strategies. "We're in touch with our culture through the radio, print, TV, all the time. We will adapt and we will assimilate to a certain extent, but we will never melt," she says. "We're the nation of the future. If you don't get us right now, you might not get us in the future. Smart corporations are talking to us in both English and Spanish....If you get me, you get my mother, my father and my brother." And, she cautions mainstream retailers against believing the answer is to hire two marketing agencies--Hispanic and Anglo. The message can often get lost or distorted in the translation, she forewarns.

Natan and Tzipora Bar-Yadin represent one of the success stories in Hispanic retailing, immigrating in 1960 from Cuba and opening their first women's fashion store 16 years later in the border town of McAllen, TX. Today, there are 76 Melrose stores in malls, shopping centers and freestanding units in four states...with more on the way in a larger format.

"We as a company do better and better the less American they are," says Reuben Bar-Yadin. "The more American they are, the more mainstream they are and they go to the Gap and Kohl's." The heightened interest in all things Hispanic these days has Melrose riding a crest of favoritism in the development community. "The owners of properties in Hispanic areas look at us as a very viable tenant," he says.

But even the successful Sans Antonio-based Melrose has had to adapt. There are fewer dresses on the racks than there were three years ago, Bar-Yadin admits, citing the push for casual as the cause. But, the flair of the merchandise still remains firmly rooted in the Hispanic culture. "It's tight fitting, fun and lively," he says. "It's trendy and at the same time it's very price conscious."

Aside from merchandise, Bar-Yadin says there are several key elements to the Melrose strategy. Models are Hispanic; staff and signs are bilingual. Holidays on both sides of the border are recognized. There are even two Mother's Day sales to accommodate the May 10 celebration in Mexico and US' second Sunday in May. If the days fall close enough together as they did this year, the sale is simply extended by a few days, he explains.

David Watson, principal of Dallas-based Direct Development Co., has spent two years studying the intricacies of the Hispanic marketplace in anticipation of building a center in southeast Dallas. The groundbreaking is rapidly approaching for the $17.5-million Sierra Vista, an estimated 175,000-sf community shopping center bringing the first new retail space in nearly 40 years to the sector.

Watson likens the 26-acre project to 1970s-era development because it's a well-rounded lineup of apparel, footwear, banks and entertainment that's attracting some of the biggest national names in retail. The roster runs the gamut from a Foot Locker to a Chinese buffet. Also coming is a 13-screen theater with first-run movies and Spanish films. The cinema's name is being kept under wraps, but Watson says it will be a Dallas-first for the California company. Even Wachovia and Washington Mutual have jumped at the ground-floor opportunity of Sierra Vista.

Watson says his firm's foray into the Hispanic market is being governed by the community's needs for basic family-oriented retail. And, it's the shop owners who get to decide if signs will be bilingual. "We believe our market is Mexican-American and more of our community speak English," he says. "Our goal is to create a market that's comfortable for them to shop. I really believe if it's done right, you're going to end up with what becomes a part of the fabric of the community."

Sierra Vista's exterior will be bright colors and sharp geometric angles. "We're going to skin it and brand it in keeping with the culture so it's going to look very Hispanic in its orientation," Watson stresses.

As for the rents, they are equal to that of suburban communities. Watson says shallow-bay spec is running $20 per sf to roughly $30 per sf and deeper spaces in the mid- to high teens.

Source: GlobeSt.RETAIL