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Latino Expo this weekend

Posted: September 9, 2011 1:55 a.m.
Updated: September 9, 2011 1:55 a.m.

With 48 million Latinos in the United States representing an increasingly important consumer segment for marketers in a post-recession economy, Lee Cadena Media is hosting an inaugural Latino Business Expo at the Hyatt Regency Valencia this Friday and Saturday.

The North County Latino Business Expo features business exhibits, vendors showcasing products and services, speakers by industry professionals and networking events.

“The purpose of this event is to connect Latino businesses and people who want to do business within the Latino marketplace,” said Judith Cassis, local event spokesperson.

“It’s primarily (business-to-business), however, there will probably be a good number of consumers coming through as well.”
There were about 40 exhibitors as of Wednesday, but event organizers are still getting calls. An array of businesses are booked including tech support, retail and wholesale-food companies, a real estate company and a HUD Realtor, to name a few.

Santa Clarita Mayor Marsha McLean is scheduled to kick off the event by outlining the city’s commitment to businesses locally, and the expo is supported by the SCV Latino Chamber of Commerce, Home Business Network and Valley Economic Development Center.

“As a Latino in business in Valencia, and one who advocates for education, I am pleased to bring the Latino Business Expo to Santa Clarita,” said Lee Cadena, owner of Lee Cadena Media.

Motivational keynote speaker Dan Trujillo is a heart-transplant recipient whose entire life was changed when he was diagnosed with a life-threatening heart ailment. Trujillo was invited to speak to inspire leadership and forward movement within the business community.

Expo organizers hope to dispel myths about Latinos and Latino businesses, and generate unity and collaboration among business people in general in this shifting economy. The Latino marketplace is worth a trillion dollars a year, Cadena said.
Local business owners are scheduled to speak throughout the expo as well as present at a Q-and-A panel addressing the challenges of Latino business owners and exploring ways to overcome them.

“If even one businessperson gains insight from the Latino Business Expo and applies it to the growth of their business, we will have done our job,” Cadena said.

The Latino Business Expo is held between 10:30 a.m. and 5 p.m. Friday and 8:30 a.m. to 1 p.m. Saturday. There are entertainment events Friday night. For more information, call Lee Cadena at (310) 800-8337.


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