Latinx businesses in the Salt Lake City area

Story and gallery by IASIA BEH

Utah’s demographics are rapidly changing.

Not only has Utah’s population grown the fastest in the country in the past 19 years, but the number of people of color who live in Utah has also ballooned in recent years. The Latinx community, in particular, has grown nearly 15 percent between 2010 and 2016, according to the U.S. Census. This coincides with Utah’s growing economy, adding 115 percent more Latinx businesses from 1997-2015.

Alex Guzman, the president and CEO of the Utah Hispanic Chamber of Commerce, located at 1635 S. Redwood Road, has a couple ideas as to what the reasoning behind the population growth could be. One, that Latinx families are more likely to have more children than white families. And second, internal immigration.

“Internal immigration is one of the reasons,” Guzman said. “When the lives turn tough for the immigrant community in Arizona, Nevada and California, they move up.” He said people are moving from nearby cities such as Phoenix and Las Vegas to West Valley City, where they can find goods and services in Spanish. 

Rancho Markets is an example of one of these services. Founded in 2006, the stores are run by Latinx individuals and the signs are displayed in Spanish.

Está cerca de donde vivo,” said a mom, Rosa, at the 140 N. 900 West location. Through a translator, she said that the store is close to where she lives and it’s convenient.

Looking at a map of Salt Lake City grocery stores, most are on the east side, leaving the mostly brown west side to go to fewer stores such as Rancho Markets. This is a positive if you are catering to only Latinx individuals as there would almost be a monopoly, but breaking into the white market has proven to be difficult.

There are many reasons why that is. One is the fact that many Latinx people haven’t been taught how to run a business in the first place. The Utah Hispanic Chamber of Commerce, however, is looking to fix this discrepancy.

“[Utah Hispanic Chamber of Commerce] created a program we call the Business Academy,” Guzman said. “In partnership with colleges and universities, every single 10 weeks we start a new program where we train the Hispanic business community on how to do business in the U.S.”

Another benefit of the program is that it helps its attendees learn English. The language barrier can be a huge hurdle when expanding markets to serve communities that don’t speak Spanish.

“Currently we are teaching these classes in Spanish,” Guzman said. “But little by little we are turning the switch from Spanish to bilingual, and bilingual to monolingual. English is the language of business. If they insist to work and serve just to serve Spanish customers, they have a roof in their businesses because we are just 17 percent of the population.”

Programs like these show that there is a cultural shift happening in the state but it still is a majority English-speaking, white area. But with the way that demographics are swinging and with the booming Latinx business economy, the Latinx community will continue to grow in Utah. Maybe, in a few years, English-centered businesses will have to learn Spanish in order to stay competitive. Until then, the Utah Hispanic Chamber of Commerce will be there to make being an entrepreneur a reality for Latinx individuals.   

Latinx business owners bringing value to Utah

Story and photos by KAELI WILTBANK

Hector Uribe stepped out from behind the restaurant kitchen, dressed in a white apron and a University of Utah cap. He sat down on a stool inside the lobby of the restaurant his father-in-law passed on to him in 2011 and began explaining his journey toward becoming a business owner.

Uribe explained that he grew up in Mexico and learned the value of hard work from a young age. He explained, “I ditched school when I was in sixth grade, so I was 11 years old when I went to work for somebody else to make money to help out the family.”

Uribe came to the United States from Mexico when he was just 17 years old and started working at his father-in-law’s restaurant weeks after his arrival in 1992. His plan was to save enough money to open up a hardware store back in Mexico. But, he said business owners in Mexico face great dangers because they are at risk of being robbed by the cartel. Uribe realized greater success was awaiting him as a business owner in Salt Lake City.

Hector’s, the chosen name of the company after Uribe took it over, has become a popular Mexican food destination for locals, with both the man and his food becoming iconic elements of the community.

A group of students from Highland High School recently came and interviewed Uribe about his journey as a business owner, he said. They were looking to speak with a successful person in the community, but Uribe explained, “I don’t see myself that way, I just think I am hard working.”

Salt Lake City was recently ranked as one of the best metropolitan areas for minority entrepreneurs to start a business. With the Latinx population becoming the second most rapidly growing demographic of the state of Utah, there has been a corresponding influx of Latinx-owned businesses. 

According to the Utah Governor’s Office of Economic Development, 10,000 businesses in the state of Utah are Latinx-owned and operated. 

Rebecca Chavez-Houck, a former Utah State House representative, is a third-generation American, with her grandfather immigrating to the United States from Mexico. While immigrants like Uribe are seen as successful business owners, Chavez-Houck is familiar with the negative connotations associated with immigrants. She said, “There is this notion of the deficit within communities of color, instead of looking at where our strengths are. Yes, notably persons of color are more within the criminal justice system. We have challenges with poverty and a variety of different things, but that’s not all who we are.” She added, “We are a much more complex community than that.”

Nera Economic Consulting found that nationally, “Latinos are responsible for 29 percent of the growth in real income since 2005.” With successful Hispanic-owned businesses dotting the Utah map, the positive impact brought by the Latinx community is significant to the local economy. The study continued, “They account for roughly 10 cents of every dollar of US national income, and that proportion is rising both due to growth in the Latino population and rising per capita earnings.” 

Uribe spoke with gratitude as he described the opportunity he has had to operate a business of his own. “When we come over here we are happy to have a job. I don’t say it’s a necessity for Hispanics to own their own business, but if there’s an opportunity you need to take it. It’s not as easy to start a business there (in Mexico).”

Alex Guzman, president and CEO of the Utah Hispanic Chamber of Commerce, explained to a group of students at the University of Utah, “The Hispanic business community, in the majority of cases, open businesses not because they want to be an entrepreneur, but because they have to provide for their families, so they become business owners with no intention of becoming business owners. But,” he said, “as business owners, they need to learn how to run a business. They need to learn how to file taxes, they need to know how to hire, how to do invoicing, how to deal with customers, how to marketing and sales, human resources, legal issues, etc.”

Offering resources and a supportive community, the UHCC provides local Latinx business owners and entrepreneurs with valuable tools they need to succeed. Guzman explained, “We created a program called The Business Academy. Every 10 weeks we start a new program where we train the Hispanic community on how to do business in the U.S.” 

The rapidly growing Latinx community in Utah has made an impact on the local economy and culture of the state. Resources offered by the Utah Hispanic Chamber of Commerce have become valuable tools for business owners and entrepreneurs like Uribe. His words of wisdom to other entrepreneurial-minded people in the community was, “You’ve got to do everything you can and do it the best you can so you don’t ever feel like you left something behind. The world is full of opportunities and you just need to feel which one you want to take.”

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Making a difference: The Utah Hispanic Chamber of Commerce

Story and photo by TYSON ALDRIDGE

The Utah Hispanic Chamber of Commerce (UHCC) located on 1635 S. Redwood Road can be an effective tool for businesses and business owners to achieve success. According to the UHCC website, it was founded in 1991 and serves as an advocate for the Hispanic business community in Utah. UHCC recognizes that the Hispanic community in Utah is large and that it is also a very vital part of the state. The Utah Hispanic Chamber of Commerce was formed with the idea of diversity in commerce in mind.

UHCC does everything it can to ensure that its members are being recognized by the community. According to the UHCC website, being a member of UHCC has many benefits, including free advertising, training on financing programs, and free professional development workshops. In addition, to help businesses and business owners, UHCC offers a number of networking opportunities, community involvement, and much more.

UHCC bridges the gap between government and business owners. One of the biggest advantages to being a member is receiving legislative updates from UHCC. These updates can help businesses understand new laws and legislation that may have been confusing. According to a 2017 Utah Business article, UHCC helped secure a deal with the Utah legislature that aimed to promote trade between Mexico and the state of Utah. The chamber got this deal done with the Hispanic business community of Utah in mind and to reaffirm the strong relationship between the United States and Mexico.

By being an advocate for businesses and entrepreneurs, business owners can focus on their work, rather than dealing with legislation themselves. Alex Guzman, president and CEO of UHCC, says, “Hispanic businesses and business owners need to learn how to pay taxes and file taxes. Our Business Academy that is every 10 weeks, is a great tool to teach the Hispanic community on how to run a business.” The Business Academy, which is free to members, teaches planning, marketing, communication, hiring, customer service, and more.

After completion of the course, one should be able to manage their business more efficiently. The Business Academy isn’t the only class offered by UHCC. It offers several other professional development workshops throughout the year. These are an effective tool to learn the essentials of business and to improve one’s overall savviness as a business person.

UHCC is very important to the Hispanic community. Guzman told KSL in 2019, “In Utah, Latinos make up the largest immigration population at 17 percent. In the state of Utah, it’s very easy, simple and friendly to be a business owner.” Guzman added, “There are a little bit more than 15,000 business owners that label themselves as Hispanic at the Utah Department of Commerce.”

Businesses that are members of the UHCC see many benefits after joining. Ana Bullard, senior loan officer for Rock Mortgage Lending on 596 W. 750 South, said in an email that “the Utah Hispanic Chamber of Commerce has benefited a number of my clients. Their resources supporting businesses are vast. In addition to providing networking opportunities, the UHCC encourages community engagement and conducts professional development workshops. They educate business owners with information that can help them obtain grants and support growing their businesses. UHCC helps expand members’ talents, experience and opportunities.”

UHCC not only helps businesses achieve financial success, according to the UHCC website, but also helps businesses reach a larger audience by giving them advertising and marketing opportunities through its site and radio. By handling advertising, UHCC enables owners to focus on growing their business. Advertising can be very expensive and hard to navigate.

Socials are another tool that UHCC offers its members. According to the website, these socials are a way for businesses to network and meet other professionals who have the same goals in mind for their business.

There are many opportunities to expand your reach and the popularity of your business. When asked about why companies would want to join UHCC, Nicole Garcia of Madmarli Realty said through email, “I joined because of their multitude of networking opportunities and they also advertise their members on the site and radio.”

Bullard says, “The Utah Hispanic Chamber of Commerce is a valuable resource to anyone in the Hispanic community looking for business training/assistance, information and networking opportunities. The training UHCC conducts assists attendees through sales and business coaching, marketing, networking opportunities and more. No matter what type of business you have, UHCC can provide useful and relevant skills training and resources.”

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The benefits of joining UHCC are endless, and all members truly feel wanted. The UHCC’s mission statement is, “To provide leadership, opportunities for economic growth, professional development and community involvement for our members.”

Hispanic immigrants are creative and family-inspired

Screenshot 2019-03-06 15.26.51Story and photos by KRISTEN LAW

Alex Guzman, president and CEO of the Utah Hispanic Chamber of Commerce, said Hispanics are creating jobs and working hard. “They became business owners, with no intention to become business owners. They just had intentions to provide [for their family],” he said.

Moving to a new country and not knowing the language can be difficult. This calls for some creativity when it comes to employment. “What is the solution if I don’t have a job? Create my own job opportunity,” Guzman said. UHCC helps train Hispanic entrepreneurs and business owners and educates them on how to run a successful company. 

According to UHCC, “Success is most often achieved by knowing where your resources lie and not depending entirely on you[r] own talent and strengths.” Guzman said the UHCC helps teach basics like how to file taxes, how to hire and fire personnel, how to do invoicing, and many other skills that are necessary to know before starting a successful business. 

Local businesses are often creative and diverse. Five main industries are reflected in UHHC’s membership directory: restaurants; construction; landscape and snow removal; professional services including photographers, videographers, and accountants; and commercial or residential cleaners. Guzman said they make up about 85 percent of the members.

One local restaurant, although not a UHCC member, illustrates the family-inspired creativity that Guzman emphasized.

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Taqueria Los Lee is located at 2646 S. 700 East in Salt Lake City.

Taquería Los Lee began in the heat of the summer in 2018 in South Salt Lake with a passion and inspiration for flavorful, authentic Mexican food.

The moment you enter the restaurant you are quickly greeted by the Lee family’s welcoming presence. The large windows and open, sun-filled room displays colorful and traditional decorations, which also add to the intimate and wholesome feel of the restaurant.

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The menu of gorditas, tacos, and daily specials is handwritten on the chalkboard.

The family behind Taqueria Los Lee cherishes what they do. Each member has drive, purpose, and a solid work ethic and they inspire each other to be creative.

Rosi and Oscar Lee are the cooks, and their daughters Anileb Anderson and Flor Lee help run the business in various ways. Rosi said she loves to cook and has catered in the past, but she wanted to do something more with her passion for food and make it into a business.

She used to bring her dishes to community or neighborhood events. “People would try her food and would love it,” Anileb said.

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A combination plate with tacos and a gordita, a pocket made of masa and stuffed with filling.

Jim Light, a retired chef from the Salt Lake area, has become a regular at Taqueria Los Lee. He said he doesn’t remember exactly why he initially visited, but his first impressions left him coming back at least once a week since October 2018. “Everything I have had has been really excellent. Their mole sauce, in particular, is very very good,” Light said. “Part of the fun for me has just been getting to know this really cute family that owns this place.” The Lee family even taught Light how to make one of his favorite meals, a bean dish he had really come to enjoy. “They can’t afford to hire anybody, so it’s just a three-generations, family effort.”

Anileb works at the restaurant every day from open to close and helps cook when things get busy. Her sister works another job while helping run the business. Rosi and Oscar are the cooks. It really is a family endeavor. “We’re just a family that works here, so we like to be here with each other,” Anileb said.

This work ethic is bred into Hispanic culture. Guzman said it is not uncommon for some immigrants to work several jobs. However, family-run companies include the whole family, so working from a young age is typical. Working is a part of life. However, Guzman said it is not just about working hard, but about working smart. 

The Latinx community is contributing to Utah’s local economy and well-being not simply benefiting from it. Javier Palomarez, the United States Hispanic Chamber of Commerce president, said in a 2014 speech, “In the state of Utah, Hispanics are paying taxes, creating jobs, and greatly contributing to the local economy.” 

Growing up, Guzman said his father told him, “Work hard. Be the best in your class. Don’t be ambitious. Be content with what you have.” Guzman emphasizes the effect that family has in the Hispanic community in their drive for a successful business. The main goal is family and good living.

Salt Lake County’s inland port: Helpful or harmful for the Latinx community?

Story and photos by KATHERINE ROGERS

Elitzer stood in the doorway of Franklin Elementary School’s gym on Feb. 28.
That evening, the gym hosted a panel about the proposed inland port that is to be built in Salt Lake County. She was watching the proceedings, but not participating in the questioning.

“I wish they would do something in Spanish,” says Elitzer, who asked that her last name not be used. She speaks English well, but it’s not her first language. Spanish is much more comfortable for her.

She is just one of many Latinx people who live near where the inland port is proposed to be built but know very little about it — even though this port could affect them the most, for better or for worse.

The proposed site heavily overlaps with Utah House District 23. This district belongs to Rep. Sandra Hollins, D-Salt Lake City. It also has the highest Latinx population in the state, with 47 percent of the district identifying as Hispanic or Latino, according to the demographic profile of the district.

An inland port is essentially a dry port. It is a place for trucks, planes and trains to meet to exchange and deliver cargo. In the age of online shopping and one-day shipping, a junction like this is helpful.

In the 2018 legislative session, the state passed a bill that would provide funding for an inland port to be built in northern Utah. This inland port is to be built in the northwest quadrant of Salt Lake County, west of Interstate 215 and on both sides of Interstate 80. The area is just north of 2700 South and creeps toward the Great Salt Lake. This would put the port near Salt Lake International Airport and the Union Pacific Rail line, according to the boundary map.

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Trucks driving down 5600 West, just south of Interstate 80, where the Inland Port is proposed to go.

In the most recent development in this story, Salt Lake City Mayor Jackie Biskupski just filed a lawsuit against the Inland Port Authority (IPA).

Hollins has concerns about the port. She worries that increased truck, plane and train traffic could mean worse air quality.

Questions about how transparent the IPA has been in this process have come up. It has held many meetings that are closed to the public. Hollins says she doesn’t feel like the IPA has been listening to the public like it should.

The state representative does recognize there is good that could come from the port.

A provision has been provided in the Inland Port Bill that requires part of the funding for the project to go toward affordable housing.

The inland port also, of course, could provide potential job growth for the nearby communities, including House District 23.

According to the demographic profile, Hollins’ district has many people who work in construction and the service industry. This port could create more jobs in those areas.

Thomas Wadsworth, director of corporate growth and business development for the governor’s office, reported at the meeting on Feb. 28, that there are incentives in place that would encourage businesses to provide wages at least 110 percent of the average wage in that industry in Salt Lake County.

 

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R.C. Willey and Dematic warehouses along 5300 West, near the proposed location.

 

However, Hollins expresses that she is concerned about how good those jobs will be. An incentive is not a guarantee. And even if these jobs provide livable wages, there is no promise that there will be room for the employees to grow and move up in the company.

The question that Hollins asks for the good of her constituents is, “Do the economic benefits outweigh the ecological problems?”

The IPA is aware that not everyone supports the port. Envision Utah, a group dedicated to helping Utah grow in a healthy way, has been hired to run public meetings and report back how people are feeling.

These meetings have been well attended. But most of the attendees at the Feb. 28 meeting were white. Even though the neighborhoods closest to the port are heavily Latinx, few of those residents are seen at this meeting.

Elitzer, the Latina woman who was there that night, said this was the first meeting about the inland port that she had attended.

She had heard about it through Hollins when Elitzer had taken a trip to the capitol with her West Side Leadership Institute class. Before that, she didn’t know about the port. Hearing about it now alarmed her.

She has a daughter who is asthmatic. She said she wants her daughter to be able to play outside and run around with the other kids. Utah already struggles with poor air quality. Increased air pollution could keep Elitzer’s little girl from being able to do that.

The potential for worse air quality near their home makes Elitzer worry, not just for her daughter, but for other children as well.

She had recently been to Primary Children’s Hospital and seeing all those children who have similar afflictions as her daughter broke her heart. “They shouldn’t have to live like that,” she said.

It was pointed out during the meeting that the inland port could provide job growth for the community. Elizter just shook her head. “We can get other jobs, in a healthy way,” she said.

Elitzer wants to make a difference in her community. Learning about this port is part of that. She plans to share this information with her friends, family and neighbors. She thinks that they need to know.

She believes that this inland port project is just focused on money. She said she also feels that the IPA does not care about what the people nearest the project think. If it did, Elitzer points out, wouldn’t it have provided some information in Spanish?

Latinx populations help the US economy to thrive

Story and photo by ZANE LAW

In recent years, with the presidency change and promises of a wall between bordering lands, southern immigrants have been the hot point of numerous conversations. While some argue that immigrants hurt the United States economy by stealing jobs and not paying taxes, other credible folks think just the opposite of the situation.

In regard to stealing jobs from American-born individuals, Alex Guzman says the community members create their own jobs and support each other as a collective Latinx whole. Being the CEO of the Utah Hispanic Chamber of Commerce, Guzman knows the working-class population and estimates that as many as 35,000 Hispanic individuals own businesses in Utah.

Whether documented or not, Guzman says they open businesses “not to be entrepreneurs, but to survive.” Those who cannot find jobs due to the lack of a social security number, discrimination, little education, and other reasons are able to open businesses and provide for their expanding families. These business owners are then able to pay it back to fellow immigrants by offering new jobs and opportunities to thousands of other people in similar situations.

While the community creates jobs for themselves and others by having a high number of business owners, another overlooked aspect of immigrant workers is the fact that they are willing to do whatever it takes to provide.

According to a talk at the Center for Latin American Studies at UC Berkeley, immigrants are more willing to move for work than native folk. Giovanni Peri explains that “immigrants’ willingness to move helps slow wage decline in stagnant regions and contributes to economic growth in booming ones.” They move away from regions that do not have enough jobs, allowing the locals to take the few available spots. Immigrants then move to bustling areas, with high demands for work, and are able to fill the positions that owners want to be filled, Peri says.

Alejandro Gutierrez, a Mexican-born man of 45, did just that. He originally moved to a town in California, but as the job market began to fill up, he found his way to Salt Lake City. Gutierrez now works as a dishwasher at the University of Utah’s Peterson Heritage Center, pays his taxes, and adds money to the economy.

While Guzman, Gutierrez, and others within the Latinx community create jobs and work hard for their money, Guzman says that the community also contributes plenty of money to the churning economic machine.

“We live la vida loca and we put our money in the market right away,” explains the enthusiastic business owner, marketing professional, and former Guatemalan senator. “La vida loca” translates to “the crazy life” and Guzman says this is the case for many Latinx individuals. They buy the foods they want, upgrade their cars, party and vacation frequently, and live carefree lives.

Guzman says the community finds it difficult to save, but he sees this as a learning experience for youth. He further backs up his lifestyle choices by saying the “spending helps to inspire a sense of generating income.” The philosophy is that when their kids see what money can bring and how much it costs to live well, they are more driven to earn for themselves.

These spending habits stretch further than the immigrants who Guzman has come to know in Utah, however. Anna Chavarria, a student in Colombia, explains that she and her family have difficulties with saving as well. The family of six lives in a three-bedroom home in Medellin, Colombia, but they enjoy things like motorcycles, fine dining, and huge block parties.

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Anna Chavarria enjoys “la vida loca” in the sand dunes of Huacachina, Peru.

Chavarria says in a phone interview they would not cut the extravagance out for a more spacious house, explaining that they “live a fast-paced and fun life, and a squished home simply adds to the closeness of our family.” Both her mom and brother work seven days a week to provide such a life and she says she and her family would work just as hard if they lived in America. Chavarria has been in the Visa application process for approximately two years and says she has much to offer to the U.S.

Because Latinx community members often spend as fast as they earn, Guzman says the Latinx community is a major target for marketing as well. With his 25 years of experience in the field, he has found that the return on investment for this group is large.

Spanish-speaking outlets like Telemundo are greatly cheaper to advertise on than English-speaking sources. Then once the advertisements have done their job, Guzman also says Latinx people are very loyal to the brands they buy from. Companies are able to advertise their brands for less money, keep their customers for longer periods of time, and have peace of mind knowing the community will spend for as long as a paycheck is coming in.

The state of Utah and the country as a whole are filled with people similar to the likes of Alex Guzman, Alejandro Gutierrez, and the Chavarria family. According to a June 2018 article in the Salt Lake Tribune, the Latinx population even makes up at least 14 percent of the state’s residents. They are not an anomaly and are a community that will, no matter what, contribute to and affect the economy.

Finding success marketing in the Hispanic segment: Google Translate is not enough

Story and photo by JUSTIN TROMBETTI

What if I told you that the majority of marketers are missing out on close to 20 percent of their viable market?

They spend countless hours on strategy, execution, and data analysis, tirelessly working to drive results for their company. In the planning stages, this usually means determining different avenues for reaching their ideal customers. Why, then, is so much still missed when it comes to targeting the market segment with an estimated purchasing power in the trillions?

The short answer is that, even if businesses realize leaving out the Hispanic segment is a big miss, throwing ad copy into Google Translate and calling it a win is about as effective as windshield flyers at a local mall.

Understanding the Hispanic segment means going beyond language barriers. It also means figuring out how Latinx audiences are different from their non-ethnic counterparts (and perhaps more importantly, how they’re not).

Human beings don’t fit into a nicely labeled box, but stereotypes are not the same as purchase behaviors.

Alex Guzman, a former Guatemalan senator and the voice of Latin America’s version of Tony the Tiger, seems to agree. Guzman currently serves as the president and CEO of the Utah Hispanic Chamber of Commerce, and the financial power of the Latinx segment is far from lost on him.

In an interview with the Voices of Utah press pool, he stressed that this power goes beyond population compositions. Hispanics as a cohort spend hard. A product of the cultural happy-go-lucky mentality, savings accounts are an oft fleeting concept when the latest product hits the market.

Guzman went as far as to say that some of the best market tests can be run on this segment, which has no fear of price points when they think the return on investment is there.

The struggle becomes finding the best ways to go about reaching this vibrant segment. Guzman agrees with the data sets; they show that millennials — who make up over half of the Hispanic population — are on social media, but TV is crucial. It accounts for almost half of all marketing spend in the Hispanic segment, and it’s the channel Guzman believes integral to reaching the older demographics.

Perhaps the most important point Guzman mentioned was that Hispanic segments are extremely brand loyal. Earning that loyalty means resonating on a cultural level, not just a lingual one.

But if reaching the Hispanic population is as much about culture as it is language — let’s not conflate a simple translation being insufficient with it being unimportant — how do we marketers tap into that?

Eric Nielsen is a Hispanic Utahn who works at Soundwell, a popular local club that hosts Latin nights on Fridays in downtown Salt Lake City. He gave some insight as both a Hispanic and someone with experience promoting the events.

He was straightforward about the community focus around these events, and how it makes them effective. “You get a lot of older people mixed in with the younger ones, more than you see at other kinds of events,” Nielsen said in a recent phone interview.

He continues that there is consistency with the people there, the DJs, and the atmosphere in general. The diversity comes from the variety of weekly themes for the events. Nielsen believes that when so few major venues have a Latin focus, the community element is crucial to the club’s success; the events tap in to the norms and idiosyncrasies of the average Hispanic family in order to deliver an experience that feels authentic.

It should be unsurprising by now that social media is integral in promoting these events, given the Hispanic millennial demographics mentioned above. Word of mouth, though, is also integral. While most older populations of Hispanics are watching TV, you’ll be hard-pressed to see any clubs promoting on those channels.

In this way, the success of events that focus on the community also rely on it to stay relevant.

Madelynn Conrad, a seasoned marketer with familial connections to Hispanic culture, knows firsthand how challenging overcoming this “marketing gap” can be. In a recent interview, she detailed her experience working with a Hispanic-owned bakery that saw an almost 10 percent increase in sales after two weeks working with her.

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Conrad speaks to Voices of Utah from her home office.

From a business to business standpoint, she sees vast room for improvement in the marketing sector.

Conrad had to earn the bakery’s business with old-school persistence; she was the first marketer to reach out, pitch, and successfully close the bakery on a contract for marketing services.

“A lot of people in [the owner’s] family owned their own businesses, or sold things in their own way, and none of them actually used any real form of marketing other than flyers,” Conrad stated.

“[The owner] didn’t actually realize that there were people out there that specifically do just marketing, and she didn’t think that it could be effective,” Conrad continued. “She generally assumed that marketing was a big corporation idea.

“All I really had to do was show her that I could make a difference. She was actually really determined to maintain the idea that marketing wouldn’t work for her business.”

There’s something to be said for the fact that not all service sector professionals are well-rounded marketers or businesspeople, but Conrad believes there were cultural barriers at play with this client.

She told me “there weren’t a lot of resources available to help [the bakery owner] in the first place, like a business association for a meet-up that educated small business owners in her community specifically.”

While resources like the Utah Hispanic Chamber of Commerce seek to provide businesses with these tools, they’re still just one entity in a state where the Latinx population is booming. In closing, Conrad suggests that there are issues of capacity and awareness with these resources that lead businesses like her bakery client to feel like they’re on their own.

Next time you think of phoning in a Google Translate ad for your Facebook campaign, consider what you might be missing out on, and consider whether or not your message will permeate across cultural barriers.