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786 entries categorized "Hispanic Business"

Spanish greeting cards tackle sensitive subjects

July 5, 2008
By Jeannette Rivera-lyles

Here's a message you won't find on a Hallmark card: "It's not easy to be away from your land and your loved ones and live through the anxiety of the immigration process."

The phrase, in Spanish, is followed inside by a Bible-inspired message aimed at providing comfort to Hispanic immigrants.

From their Central Florida home-based offices, writer Omayra Ortiz and graphic artist Josu  Torres create Spanish-language greeting cards that push the envelope.

Ortiz's powerful messages of hope, coupled with Torres' imaginative designs, are the heart and soul of Alegría Collection, a company based in Puerto Rico.

Of course, they make the standard birthday-cake-bearing "Feliz cumplea os" greeting card. But their creativity and culturally relevant approach are showcased in a series of cards that deal with subjects as diverse as divorce, cancer, economic hardship and immigration.

"I don't have a magic recipe for how to do this," said Torres, an east Orange County resident. "I just keep in mind that you can look at every hard situation in life through the half-full- or half-empty-glass analogy. I try to highlight the glass half-full."

Alegría owner Amarilis Rivera said the cards have found a niche because they fill a void in the greeting-card market.

Rivera, a former publishing-company executive, started Alegría because she -- a self-described compulsive card shopper -- couldn't find the kinds of Spanish-language cards she wanted.

"We come from a different cultural experience," Rivera said. "Many times I couldn't relate to the products because it had not been written from my standpoint or because it was obvious that they were translations."

Greeting-card companies often do literal translations of cards in English for the Spanish-language markets. This doesn't always work because of idioms and concepts that do not translate well. The result can be an awkwardly worded card.

"Language is a reflection of cultural idiosyncrasy," Ortiz said. "That's why the text is more pertinent when you write it from the cultural perspective of the language being employed. Our cards come from the heart."

With the card for newly arrived immigrants, Rivera said the purpose was to offer words of support rather than to take a political side in the immigration debate.

For a card dealing with cancer, Torres chose the metaphor of a flower losing its petals.

"The plant is not dead; it can and will come back," he said.

Rivera credits Ortiz and Torres for the company's success.

"They are the creative force behind our products," Rivera said.

She met Torres and Ortiz in Miami, where they all lived in 2001 when Alegría was launched. Rivera eventually moved back to her native Puerto Rico. Torres and Ortiz relocated to Central Florida. Technology enabled them to continue working together.

In seven years, Alegría has grown from five products to 150, most from the studios of Ortiz and Torres. The cards are available at local Christian bookstores. The company is negotiating with some of the larger retail chains.

Source: Orlando Sentinel

Harley-Davidson Sponsors Nation's Largest Latino Motorcycle Rally

July 1, 2008
Via PRNewswire

Harley-Davidson is proud to announce its sponsorship of the Latin American Motorcycle Association (LAMA) National Rally taking place July 4-6. Festivities will begin Friday at the Fontana Village Resort in Fontana Dam, N.C. and continue through Saturday followed by a motorcycle run to Ghost Town Harley-Davidson in Waynesville, N.C. on Sunday. The Motor Company will host various activities at the two locations, including seminars and other events for attendees to participate in during the three-day event.

This is Harley-Davidson's second year sponsoring the LAMA National Rally as part of ongoing support of the organization. Harley-Davidson has sponsored the motorcycle club's annual officers Banquet and other LAMA chapter events around the country

"The sponsorship of LAMA's 11th National Rally is an important milestone in further developing Harley's relationship with the motorcycle club," said Karina Jaramillo-Saa, manager, Market Outreach, Harley-Davidson Motor Company. "It is important to show our dedication to all Hispanic riders from across the nation and Latin America who will be making the journey to join us in this celebration."

LAMA is one of the largest Hispanic motorcycle clubs in the country with more than 22 chapters nationwide. The club also has chapters in Latin America, Australia and Spain. Overall, the club has a presence in nine countries and boasts a membership of more than 1,500 worldwide.

Harley-Davidson welcomes attendees to participate in the Harley-Davidson experience, which includes interactive activities such as:
-- Harley-Davidson and Buell Free Demo rides
-- Harley-Davidson "Hot Model Competition"
-- Minorities in Motorcycling - a tribute display
-- Women's Riding Sessions - hosted by Rider's Edge Instructor Susan Harrison
-- Harley-Davidson Quick Free Wash Bike Detail Center -- freshen up your ride with great Harley-Davidson products
-- Daily Drawings - opportunities to win Harley-Davidson gift certificates and prizes
-- Harley-Davidson Fashion Show

More information on Harley-Davidson activities, dates and event times is available by visiting http://www.Harley-Davidson.com .

Source: La Voz de Dalton

Orlando: IKEA has eye on region's Hispanics, college students

June 27, 2008
By Beth Kassab

It's been seven months since IKEA introduced all things Swedish to Orlando with its Leksviks (four-drawer chests), Bjurstas (dining tables) and Ektorps (sofas), along with hearty helpings of those tasty meatballs.

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Remember the fanfare? Invitation-only retail therapy for certain movers and shakers before the November grand opening. Devoted shoppers who slept in tents outside the store. A cultlike following typically only seen in these parts in regard to Walt Disney World.

Now the fête has ended, and IKEA is trying to learn more about the language of Orlando.

Store manager and IKEA veteran Michael la Cour wants to dig deeper into the local Hispanic and college student markets.

When IKEA's board of directors met here in April, he arranged a presentation by a University of Central Florida marketing professor to help them get a better handle on the intricacies of those local segments.

The takeaways: Orlando's Puerto Rican market is different from South Florida's Cuban population and needs different communication strategies; and there is a wide pool of college students in Central and North Florida with plenty of room for more to be converted into customers.

IKEA doesn't divulge its sales numbers, but la Cour said the Orlando store has the highest visitor numbers in the United States.

The widening economic downturn has made the store's low price points even more appealing, he said.

"We don't see we are suffering on sales," he said, but there is "always room for improvement" when tapping into unique market sectors.

Targeting specialized groups is nothing new to IKEA. In 2004 the company announced the rollout of a Hispanic marketing initiative with Spanish-language TV spots and its first U.S. Spanish-language catalog.

It also received attention from guerrilla marketing on college campuses with its roving IKEA-outfitted dorm room enclosed in plexiglass on the back of a truck.

But la Cour wants to know more about the unique needs of Orlando.

He turned to UCF's new downtown Executive Development Center, which offers executive and professional degree programs as well as highly specialized workshops catered to specific businesses.

Stefanie Mayfield-Garcia, marketing instructor in UCF"s business college, spoke to the Swedish retailer's board.

She suggested IKEA consider bilingual advertising that has a largely English message mixed with a few Spanish phrases. That may appeal to young Puerto Ricans who sometimes prefer English over Spanish direct marketing.

La Cour said the store, which already had bilingual signage, has hired more Spanish-speaking associates to better reflect the local population and is working on reaching more people through local Hispanic media.

Mayfield-Garcia is also using one of her classes this summer to conduct research for IKEA. The class will design focus groups and surveys to pinpoint the needs of the local college market and whether IKEA's products fit students' needs.

That may seem like a no-brainer considering the store deals in cheap, chic furniture and decor made to fit in small spaces. But la Cour said the Orlando market has some unique traits.

"There is not one typical college market," he said.

And he wants to make sure the store's buzz is reaching Gainesville, home to more than 50,000 college students two hours north of Orlando.

"I think we still have potential up there for sure," he said.

Source: The Orlando Sentinel

Mesa retail development to focus on Hispanics

June 24, 2008
By David Woodfill

Work is accelerating a Spanish Colonial-style shopping center catering to a heavily Hispanic area of Mesa.

Mesa Ranch Plaza, a center on 18 acres of land at the northwest corner of Southern Avenue and Stapley Drive, will open early next year with two big retailers catering to Hispanic shoppers — La Curacao, a massive 100,000-square-foot electronics and home-appliance store, and grocer Pro’s Ranch Market.

The center will also host a clothing store for teens called Gen X, as well as Arizona’s first Pollo Campero, a fast-food chicken chain based in Guatemala, said Liz Gaston, Mesa Ranch Plaza project manager.

The retailers will draw from a wellspring of Latino shoppers, according to the developer, Scottsdale-based Diversified Partners. About 43 percent of the population in the immediate area is Hispanic and the median household income is $48,913 a year, according to a demographic study by Diversified.

Construction started on the plaza in February. The center is in an area without many shopping amenities aside from several aging and weathered strip malls.

City officials are hoping the new center will help spur redevelopment in the area, attract new retailers and help bring more residents.

“I don’t think by itself — alone — it will do it, but maybe it begins to cause other things to happen,” said Chris Brady, Mesa’s city manager.

“Sometimes, the newer storefronts put pressure on people because then they realize they’ve got to step it up, because the business they were getting may be going to the new guy on the block.”

Luis Soto, a resident who lives close to Mesa Ranch, said he’s noticed all the construction work at Stapley Drive and Southern Avenue, but hadn’t realized it was going to be a new shopping center.

Soto said he’s looking forward to seeing La Curacao, which will be the chain’s second Arizona location. The other store is in the West Valley.

Soto said he and his family have to travel four miles to Home Depot at Val Vista Drive and Broadway Road to shop for appliances or other necessities for the home. Having a major shopping center in his neighborhood will be a big advantage, “especially with the gas prices nowadays,” he said.

In addition to the two anchors, Gaston said Mesa Ranch Plaza will have an additional 50,000 square feet of shopping space, or about 20 stores.

The center will include eight buildings for national chain retailers, financial institutions and professional services.

Gaston declined to name the other retailers being courting for the project.

“I think it was an underserved area, and everybody that we’ve talked to is really excited about this project,” she said.

The plaza’s designers integrated elements reminiscent of old Mexico.

Features will include hand-painted murals, fountains, Spanish tile and outdoor lounging areas for patrons.

Source: East Valley Tribune

Housing Foreclosures Close in on Hispanic Community

June 24, 2008
By Cristina Cordova

If you’ve taken a stroll through your neighborhood, you might have noticed a stream of “for sale” signs popping up on houses, condos and the like. Most are unaware that many of these homes for sale are actually foreclosed property, especially in highly speculative areas such as California and Florida. Homes in foreclosure have topped 1 million according to CNN and they have hit the Hispanic community particularly hard.

Many Hispanics were urged to buy homes during the real estate boom to achieve a new found independence. They wanted a taste of the American dream. Today, due to creative financing, second mortgages and rising interest rates, many Hispanics are close to having their homes taken away. The quest for the American dream has forced many Hispanics into debt due to loans that they were not fit to have. Many were given loans they were not qualified to receive due to a lack of credit history and/or inadequate monthly income. Many were sold adjustable rate mortgages with initial low interest ‘teaser’ rates which simply delayed the day of reckoning until the mortgage reset and full interest and principle payments were due.

The lending institutions that once gave loans only to people who could make the monthly payments had become astonishingly flexible. Many participated in lending to those with zero credit or little savings, all in an effort to sell home loans. Lenders believed skyrocketing home values would continue to make the loans viable and any risk was generally thought mitigated with skyrocketing interest rates. In many of these situations, it will take years of mortgage payments just to start paying the principal on loans. Most payments go towards the interest on the loans, and with home values plummeting, many homeowners are now trapped with loan balances well in excess of the value of the underlying asset. With monthly payments increasing, many are now without a way to pay off their homes. Senator Bob Menendez claimed, “When so many Hispanics have been sold ticking time-bomb loans, it is crucial that we make it a priority to target this kind of predatory lending.” This problem arose due to extreme speculation on the part of both mortgage brokers and home-buyers who both assumed rising home prices, continued refinancing and home equity extraction would allow those who normally would be unable to afford homes to do so.

The Voice of San Diego reported on Rosa Gonzales, who like many in the Hispanic community, signed loan papers written in complex terms in English. Although Spanish is her first language and much of her English is broken, she was not given a contract in her native language. Banks were willing to dole out home loans, even to people who would be unable make monthly mortgage payments, because they assumed that when the value of the home rose as everyone assumed it would, the mortgage would be refinanced, the additional equity extracted and used to make the payments until the next cash out refinance. Yet, when the housing bubble burst, this was no longer an option. It seems like someone needs to step in to protect the Hispanic-American family and the foundation of the American dream – the single-family home.

The Congressional Hispanic Caucus Institute’s National Housing Initiative, HOGAR, published recommendations to prevent future home foreclosures:

“1. Lenders should be encouraged to continue using flexible underwriting methods coupled with home-ownership education by a trained professional.
2. Leaders in the housing community should facilitate communication between real estate professionals and housing counseling organizations to discuss how counseling can help home-buyers get and stay in their homes.
3. Develop a system that allows housing professionals and consumers to anonymously report unethical acts to protect the most vulnerable populations.”

The housing foreclosure crisis has lead to a broken system in the Hispanic community. Homeowners are saddled with mortgages they cannot afford and loan balances that are larger than their homes are worth. Banks are stuck with foreclosed homes they cannot sell without significantly reducing the price and throwing more homeowners under water. As we have only begun the recession and as more mortgage loans reset, housing foreclosures are expected to increase. The toll on the Hispanic community is expected to only worsen as the American dream descends into the American nightmare.

Source: New America Media

The Color Of Credit

June 23, 2008
By Charles Steele Jr.

The subprime mortgage fiasco is sending tremors through Wall Street and has brought the U.S. economy near (if not into) recession. For African Americans and Latinos -- the primary victims of the debacle -- the mortgage meltdown may widen the considerable gap in wealth that already exists between whites and people of color. Even worse, some proposals to fix the problem of limited access to credit may end up doing more harm than good.

"We estimate the total loss of wealth for people of color to be between $164 billion and $213 billion for subprime loans taken during the past eight years. We believe this represents the greatest loss of wealth for people of color in modern U.S. history," the Boston-based organization United for a Fair Economy noted in its report "Foreclosed: State of the Dream 2008."

To understand how the damage goes far beyond these mortgages, one has to understand the importance of owning a home. It is the cornerstone of the American dream. For many, it is also the first step to creating wealth. As with numerous aspects of American society, there is a wealth gap in this country: According to the Census Bureau, the median net worth of a household headed by a white adult in 2004, the latest year for which data are available, was $118,300, compared with just $11,800 for black-headed households.

The bureau also reported that three-fourths of white households owned their homes in 2004, while less than half of black households owned theirs. A variety of factors, some economic and some based on racial discrimination, account for that ownership gap.

As a result of laws enacted to address housing discrimination, the rate of African American homeownership rose from 42.3 percent in 1994 to 49.1 percent in 2004, the highest level in U.S. history. As great an achievement as that is, a 49.1 percent rate is about where white U.S. ownership stood in 1900.

Led by former housing and urban development secretary Alphonso Jackson, the Bush administration made expanding homeownership a top priority. In fact, some critics say the administration did so while ignoring signs of an impending crisis in the subprime mortgage market.

Even at the rate African Americans were progressing before the crisis, noted the United for a Fair Economy report, it would have taken 594 years for black median household net worth to equal that of whites. Sadly, the declines in the housing market have only made things worse.

Yet some of the proposed reforms relating to credit may ultimately be counterproductive. For example, the Federal Reserve is accepting public comment until Aug. 4 on a rule that would prohibit certain fees in connection with subprime credit card lending. While one might hope that capping fees for subprime credit products would result in better credit terms for borrowers, it is more likely that many issuers will cut back on offerings or simply exit the market.

That's what happened with guaranteed student loans after Congress engaged in price-fixing last year: The student lending market evaporated. Justifiably panic-stricken parents, students and education advocates forced Congress to hastily craft corrective legislation, which President Bush signed into law last month.

Consider also the Credit Cardholders' Bill of Rights Act (HR 5244), which would require that many consumers pay -- upfront -- all fees assessed during the first year of a new account, before the card is even issued. Because an ability to pay over time makes such cards affordable for many consumers, this provision would effectively deny credit to millions of those whose rights such reforms are meant to protect.

Our government should protect every consumer -- regardless of race, religion or credit score -- from fraud and fly-by-night lenders. Policymakers should also promote a consumer credit market that helps people whose credit scores are less than stellar to bridge their way back to prime.

Lack of access to credit for those with low credit scores, or no credit whatsoever, is an important and growing problem. Credit scores, traditionally used for mortgages and auto loans, are increasingly used in determining eligibility for employment, auto insurance, apartment rentals, utility connections, and opening and maintaining checking accounts.

Like homeownership, credit is a cornerstone of wealth creation. The FDIC recently stated that "it is very difficult to build wealth without access to credit." That's an extreme understatement. It is almost impossible to build wealth in America without credit.

Dr. Martin Luther King Jr. often said that the cause of economic justice is the cause of social justice. We must continue to work together to achieve that timeless goal in lending and, more broadly, in our nation's economic sector.

Source: The Washington Post

Illegal immigrants are good risks, lenders find National and state estimates show that Latinos have a far lower rate of foreclosure than subprime borrowers.

June 13, 2008
By Deborah Hirsch

When Miguel left Mexico for the Carolinas, he planned on staying for a year.

That was five years ago. Now, he has a wife, a 1-year-old son and a mortgage that he got in February without a Social Security number.

“It wasn't difficult at all,” Miguel says.

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Though illegal immigrants can't get a driver's license in North Carolina anymore, they can still be approved for a home loan.

With an individual taxpayer identification number (ITIN), good credit and proof of tax filing, those who aren't legal permanent residents can qualify for a fixed-rate “ITIN mortgage.”

The estimated $3 billion ITIN mortgage market makes up only a tiny fraction of the overall U.S. mortgage market, which originated $2.4 trillion in loans last year.

Yet the borrowers who have ITIN mortgages have proven to be some of the sturdiest as foreclosures climb to record highs.

Banks aren't required to keep track of how many ITIN home loans they give, so it's difficult to find accurate data on them.

But according to estimates from the Hispanic National Mortgage Association and local lenders, less than 1 percent of ITIN loans have gone into foreclosure. That compares with 1.2 percent for prime mortgages and nearly 11 percent for subprime mortgages given to borrowers with poor credit history, according to the latest available data from the Mortgage Bankers Association.

Even with the economic downturn and rising immigration crackdowns threatening jobs for undocumented workers, the national numbers appear to be holding up in North Carolina. Among six banks in the Carolinas that have made an estimated 2,800 ITIN loans, 27 mortgages have gone into foreclosure.

Banco de la Gente, which has five branches across the state, reported seven of those. President Manuel Rey said four were caused by deportation, two by divorce and one by economic hardship.

Lenders predict that ITIN loan performance won't falter much even if the mortgage market continues tanking.

As for new loans, they say local demand remains steady even though the credit crunch now makes it harder to get one.

ITINs began around 2000

The Internal Revenue Service has issued more than 12.5 million taxpayer ID numbers since 1996 to foreigners who weren't eligible for a Social Security number, including visa holders legally in the U.S., spouses of U.S. citizens and undocumented workers.

Community banks and credit unions began accepting the nine-digit numbers from mortgage applicants around 2000, most of them illegal immigrants with modest incomes. By law, banks must verify customers' identity, but they don't have to check immigration status.

Mostly smaller banks are making the loans.

A few large banks began accepting them in pilot programs, although many, including Bank of America, still shy away from this controversial community.

Wachovia and Winston-Salem based BB&T take them in limited cases from legal permanent residents or those allowed to be in the U.S. with a visa.

Lenders say the mortgages have held up for a number of cultural and practical reasons:

Illegal immigrants who are serious enough to buy a home typically have families, steady jobs and a sense of community. They're especially careful to follow the rules to avoid drawing negative attention to themselves – and their legal status.

Immigrants often pay their mortgage before anything else, out of pride. They don't want to have to tell relatives back in their native countries that they couldn't keep a house or lose respect from a local Hispanic-oriented bank.

Smaller institutions geared toward Latino borrowers tend to be more careful about who gets approved for loans. They scrutinize ITIN applicants and may require more documents than they would for others, even subprime applicants. In addition to credit scores and tax documents, banks could ask to review utility or cell phone bills, rent payments and even receipts showing money sent home to relatives.

Latino immigrants buy homes they can truly afford because they're looking for a place to live, not something to turn around for a profit.

Latino immigrants frequently live with other adult family members, which means a higher household income and more people contributing to mortgage payments. If someone gets deported or loses a job, others can pick up the slack.

Miguel, whose last name has been withheld, was laid off from a job with a decorative rock company in Chester, S.C., not long after closing on his $70,000 house in Lancaster, S.C. But the 26-year-old hasn't had problems making mortgage payments because his wife, his sister and her husband, who also live with him, have jobs and pitch in.

Miguel said he still wants to return to Mexico some day, though he's now anchored to his Lancaster home. But he's not worried about having to unload a house yet.

“My son was born here. I don't want to take him back to Mexico until he's learned English,” Miguel said. “If I get a legal status, I can go and come and that's my dream.”

Foreclosed homes an option

Lenders said they wouldn't be surprised if “ITIN mortgage” foreclosures eventually go up because immigrants aren't immune to the state of the economy. But unless the government starts systematically deporting hundreds of illegal immigrants a day, lenders said they see no reason for ITIN loan performance to drastically deteriorate.

Local bank leaders said they've actually seen the same if not more demand for home loans from illegal immigrants. Foreclosed properties have emerged as affordable options for some of them.

“In crisis is opportunity,” said Scott Hastings, marketing director for Charlotte-based Citizens Home Loan Inc. “People that come to this country from outside see opportunity … to pick up depressed real estate and go for the long term.”

Interest may be up, but lenders agree that it has become harder for qualified candidates to get an ITIN loan. In the wake of the mortgage meltdown set off by shaky subprime loans, underwriting has become tougher for any loan that smells a little risky.

“Banks are afraid to give these types of loans,” said Rey, the Banco de la Gente president. “We're treated like subprime.”

Rey said closings have dropped since October because the bank's financers are more strict. He said his bank still gets 50 to 70 applications a month, but now averages about nine closings instead of 30.

Another problem: The largest secondary market ITIN buyer in the nation stopped purchasing the loans in January.

The San Diego-based Hispanic National Mortgage Association (also known as HNMA or by the nickname “Hannie Mae”) began a joint venture with Deutsche Bank to package the loans into securities for investors in late 2006. That secondary market helped lenders spread risk and gain capital to make more loans. Now, the number of ITIN loans that lenders can give will be limited to how much they can afford to keep in their portfolios.

HNMA chief executive Leonardo Simpser said his company won't default on the $200 million in loans it has acquired so far, but there's no way to buy more “unless the secondary market comes back or we find significant investors.” He thinks that's not likely for at least a year.

María, 38, said she feels lucky that her loan application was approved by a credit union last summer.

She and her husband moved to the area from Mexico about seven years ago, their three sons joining them later. After all that time, María said she wanted to make an investment that might one day pay for itself or even bring in a little money.

They found a three-bedroom, 2.5-bath house in southeast Charlotte that had gone into foreclosure and bought it for $116,000. The couple and their two oldest sons all contribute to the mortgage. It's harder now with rising food and gas prices, María said, but “we can make it.”

She said she's glad immigrants have the opportunity to become homeowners.

“The only thing we want to do is work, not bother anyone or take anything away from anyone,” she said. “I came with a lot of dreams and I've achieved many of the things I've been hoping to. I've been very happy since I bought my house. I hope to continue this way.”

Source: The Charlotte Observer

Illegal-Immigrant Crackdown Pushes Va. Latino Market To Add Diversity

June 8, 2008
By Nick Miroff

For years, the Route 1 corridor in the Dumfries-Triangle-Quantico area has lacked a large grocery store, so when entrepreneur Carlos Castro went looking to expand his Todos supermarket franchise with a second Prince William County location, he saw promise in the sleepy expanse of the Dumfries Shopping Plaza. Castro inked a 10-year lease and invested $2 million in renovations, using $500,000 in savings.

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Four months later, in July, Prince William launched a crackdown on illegal immigrants and set off shock waves among Castro's mostly Latino customer base. Sales at his Todos Supermarket in Woodbridge tanked, and suddenly, his business plan for Dumfries appeared seriously flawed.

His only option: Revise it.

"There was no going back," said Castro, 53, who came from El Salvador in 1980 and began his career as a dishwasher. "We had to keep going forward and focus on the entire community rather than just be a Latino grocery store."

It was something of a community event, then, as Castro hosted an official ribbon-cutting ceremony last week for his fellow Prince William Regional Chamber of Commerce members at the newly opened Dumfries market. Nearly all of the county's politicians were there: Republicans, Democrats, state delegates, supporters of the crackdown as well as its critics.

Even the merchandise on the shelves suggested something of a compromise: fresh churros and nopal cactuses sharing space with Texas toast and Sara Lee cakes.

In the freezer section, an easy fellowship seem to reign among the pupusas, Gordon's fish sticks, imported banana leaves and chopped okra.

In a county still strained by ethnic and cultural tensions, community leaders were quick to note a kind of harmony in the aisles of Castro's store that has often been missing from the bruising debates on illegal immigrants.

"This supermarket is going to have something for everyone," said the Rev. Donald J. Planty of Holy Family Catholic Church in Dale City, alluding to the Todos name.

"Todos" means "everyone" in Spanish. "Latino, black, white, Asian, with or without papers," he joked.

"I love the fact that there's a variety of things in here," Supervisor Maureen S. Caddigan (R-Dumfries) said. "You have been a great civic leader for the entire county," she told Castro, whose company has been repeatedly rated among the state's Fantastic 50 by the Virginia Chamber of Commerce.

Castro, who opened the Dumfries store seven weeks ago, said he tallied about $200,000 in sales in its first month of business.

That's only a quarter of the sales volume of his slightly smaller Woodbridge store, and business there has dropped 15 to 20 percent since the controversy over illegal immigrants erupted in the summer. Several dozen of the townhouses within walking distance of the Dumfries store are empty because of recent foreclosures, Castro said, cutting into his customer base.

Still, Dumfries Mayor Fred E. Yohey Jr. said the store will be a significant economic boost to the town, because Castro eventually hopes to employ about 75 staff members.

"It'll be very positive," Yohey said.

About half of the shoppers have been non-Hispanic, Castro said, and all the signs and price placards in the new store are in English, not Spanish.

But the ribbon-cutting was not without glitches. The fierce storms had knocked out power in several aisles of the store, forcing employees to clear many perishable products from the shelves even as politicians and guests mingled near the registers.

Dumfries resident Clint Draper, shopping at the store for the second time, wasn't pleased that several items weren't available and said he wasn't sold on the place.

"I was looking to see more diversity, and you don't see it in his products or his staff," Draper said. "If this is going to be a community thing, it's going to have to serve all of us."

But several other customers said they were pleased to have a large grocery store so close to home. "They have all the items you'd want to have, and not just for Hispanic people," Michael Hartt said.

The Dumfries resident, who is retired, said he lives on a fixed income and was pleased to find some sale items at better prices than at the major grocery chains.

"This Charmin [12-pack] is two for $10, and it's at least $6.99 at most other stores, if not more," Hartt said.

He also noted the gas savings from the trip, with his home only a short distance away. "The less you have to travel these days, the better off you are," Hartt said.

Source: Washington Post

Not lost without main customer base: Downtown night club seeks new profit angle for summer

June 4, 2008
By LAURA URSENY

As general manager of a downtown bar, Sue Reed is sticking her neck out to do something different, while considering the bottom line.

It involves music, but in a different way than the norm at Lost on Main, located on 319 Main St.

On Friday, the bar will host a "Tex-Mex ranchero show," featuring folk music of Mexico, with dancing and food.

"Downtown Chico is very focused on the student population when it comes to entertainment. This is something different," said Reed, who's been working on the ranchero show concept for about a year, including convincing the bar owner, Kyle Ullrich, that it was a risk worth taking.

"Since no (bar) in downtown Chico had done such a thing, there was some risk that it wouldn't be successful," said Reed, a Chico native who's worked there about a year and is supervising an expansion into an adjacent business space.

Other ranchero shows have been presented in Chico, but they have been outdoors and generally part of a special event, such as Cinco de Mayo.

Checking out Hispanic demographics through the local marketing firm Frontera, Reed decided that a move to attract the Hispanic market could fill the summer void left by departing students.

Two bands will perform: Groupo Ilusion Nortena from Patterson, and local Banda La Patrona. Additionally, the Hispanic DJ El Jaguar from Los Angeles is being brought in to enliven the show, as well as local DJ Chicarcaraz to launch the evening at 7 p.m.

Earlier, nationally syndicated radio personality Erika Vidrio was going to be part of the show, but had to withdraw for a family emergency, Reed said.

Putting on a ranchero show wasn't as simple as hiring two traditional bands. Reed, who has visited both Mexico and Spain, needed to know more about the local Hispanic market.

Reed narrowed down the show's organization with information provided by Frontera's Will Escobar of Chico about the local market, including a Census fact that more than 25,000 Hispanics live in Butte County. Their annual average income is $30,000, Escobar said.

"The local Hispanic market is a working market, working people. It's not retired people," Escobar said.

Escobar looks at this as an opportunity to expose more of the community and region to Hispanic culture.

"This is not about narrowing the venue to a certain audience, but opening it up to more people."

Because of previous experiences with ranchero shows, Escobar believes the evening will result in a full house.

"People will travel to this," he said, pointing out the economic value of the draw. "They will make an evening of this, buying food, gas, other things here.

"This (Hispanic) market is known for its consumer orientation," he said. "They have no problem spending."

Even the advertising for the ranchero show is different, said Reed, who relies on print promotion of the bands generally playing at Lost on Main. Hispanics tend to turn to radio, she said. Bi-lingual fliers were spread downtown and to towns like Hamilton City and Orland with Hispanic populations.

Reed believes other businesses should be considering the Hispanic market.

Available at the bar, tickets to the event are $8 in advance and $10 at the door.

Lost on Main is also knocking down the wall separating the club from the adjacent spot next door occupied by Sacred Art Tattoo. By fall, Lost on Main will unveil what Reed calls a day-time coffee and spirits bar there. Distinct from Lost on Main, it will have a smaller stage and be oriented to those who may not drink, but who want to sit down and enjoy a different type of atmosphere.

Source: Chico Enterprise Record

Rochester's Hispanic market idea drifts

June 3, 2008
By Brian Sharp

The long-promised, Hispanic-themed shopping center La Marketa might need to become more diversified in its mix of shops and will require public incentives to become reality.

"There's no disagreement about what needs to be done," developer Larry Glazer said Monday. "It just needs to be done."

La Marketa has been in the planning stages since at least the 1980s, the centerpiece of North Clinton Avenue improvements meant to improve safety and encourage investment. Officials announced plans in March 2007 to retool the project to make it work financially. That those discussions still are ongoing was a point of frustration during City Council budget hearings on Monday.

City Council President Gladys Santiago said that on a recent walk down North Clinton Avenue, she visited three business owners, and every one said they planned to move. She said the disappointment was evident about the city's commitment to the neighborhood and the growing Hispanic community.

"After 30 years .... then, all of a sudden, poof. Nada," Santiago said of promises and planning made for the avenue. "It's just very difficult to visualize what in the dickens it is that we're doing."

The remaining hangups involve property acquisition and financing. Rochester Economic Development Corp., a city-affiliated nonprofit agency, could step in as financier or developer/owner. State Sen. Joseph Robach, R-Greece, also has pledged financial support.

City Councilman Adam McFadden said that "we've dropped the ball" on La Marketa, saying the community must commit to the investment because "it's the right thing to do."

"We are committed to La Marketa," said Carlos Carballada, the city's economic development commissioner. "We are looking at all options. It may not be quite as anticipated, but it will be a beginning."

Glazer said the idea is to stick with La Marketa as the project name, but with "more of a neighborhood theme than just Hispanic," reflecting the diversity of the neighborhood. He was unable to specify a timeframe, saying that is dependent on city, county and state officials.

In the interim, Mayor Robert Duffy said, the city might support starting a public market on vacant property there. Duffy supports a larger-scale redevelopment of the North Clinton corridor, which he said likely is too intensive for the present time. He stressed that the city has not stalled on the project or shied away from investing in minority neighborhoods.

"What happens sometimes in the process, the planning process, is we raise the expectations way too high," Carballada said. "We do our citizens a disservice by promising them that we go through this process and all your wishes are going to be fulfilled soon.

"We have to be realistic about what we can accomplish."

Source: Democrat & Chronicle

Synovate study compares online behavior of connected Hispanics, African-Americans and general market consumers

Shows disparities in social networking site visits, shopping and banking online

June 2, 2008
Press Release

Despite the much cited "digital divide," many multicultural consumers in the U.S. are getting much more active online but in different ways, according to new research from global market research firm Synovate. Though younger people across all groups are much more likely to be online, there are major differences, including between males and females of the same age and ethnic group.

To find out more about online behavior among multicultural consumers, Synovate recently surveyed a total of 4,000 males and females ages 18+ across the U.S., including approximately 1,000 general market respondents, 1,000 African-Americans and 2,000 Hispanics.

Though approximately one in four Hispanics, African-Americans and general market consumers have visited YouTube.com in the past six months, African-American and Hispanic males ages 18-34 were more likely to have visited YouTube than their female counterparts. Among African-Americans, 55% of males and 33% of females visited YouTube, while among Hispanics, 41% of males and 20% of females visited the site. This differs from the general market, for which visiting this website was equally popular between males and females in the same age group.

For Hispanics, this gender disparity also extends to social networking sites such as MySpace.com and Facebook.com. Hispanic females were significantly less likely than Hispanic males to have visited social networking websites recently, with 18% of women and 27% of men claiming to have visited them. This is in sharp contrast to African-American and general market men and women, who were equally as likely to have visited MySpace or Facebook.

The differences in online behavior are especially prevalent with online shopping. Among general market consumers, 57% have made a recent purchase online while only 42% of African-Americans and one quarter of Hispanics have done the same. The gap is even larger with eBay visits. Less than three out of ten African-Americans and Hispanics have visited eBay in the past six months versus 41% of the general market population.

According to Denise Marks, Vice President of Diversity Research at Synovate, "For many multicultural consumers, Internet usage is about connecting with friends and family, and to keep up on the latest trends and news. As more Hispanics and African-Americans spend time online, marketing efforts should be directed towards building trust among these consumers to help them feel comfortable about online commercial transactions."

Hispanics also lag behind other groups in adopting online banking, with only 24% claiming to have paid monthly bills online recently compared to 38% of general market consumers and 34% of African-Americans. While Hispanics overall are less likely to own financial products such as bank accounts and credit cards, their lower use of online banking may also be due to the fact that only 59% of Hispanics have Internet access at home, work, school, or through other means. This is substantially lower than the African-American and general market populations, of which at least 80% have Internet access.

Marks said, "Although Internet access is steadily increasing among Hispanics, basic necessities still come first for many in this group, the majority of whom are immigrants. Buying a computer is not alw