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SUPPORTING ECONOMIC DEVELOPMENT. Helping the Valley’s many communities thrive is at the heart of everything we do. After all, we live here too. For more than 100 years, SRP has supplied the Valley with water and energy. Besides being a steward of these crucial resources, SRP continues to invest in the area through educational partnerships that develop a skilled workforce to attract businesses to the Valley. Whether it’s economic development, the environment, human services, education or the arts, SRP is committed to helping our many communities prosper for generations to come. To learn more, visit srpnet.com/community.


welcome to datos 2012 The numbers don’t lie. We’ve all heard that expression before – and it rings especially true when you look at how the Latino community affects Arizona’s economy. One expert observer has described the numbers we present in the 16th edition of DATOS: Focus on the Hispanic Market as nothing less than “astounding.” We couldn’t agree more. What is different and exciting about DATOS this year is that we are releasing our far-reaching annual report in conjunction with the Arizona Hispanic Chamber of Commerce’s first-ever, two-day business symposium, Transforming Arizona’s Economy. As you read the report, note than much of the information is based on the latest U.S. Census figures. The report is chock full of impressive data that clearly verifies that Hispanics are a formidable economic force to be reckoned with – now and for the foreseeable future. It’s undeniable that the global recession hit our local community hard, but here’s another undeniable fact: Our community is strong and resilient, and will not be defeated. Arizona’s Hispanic population grew by 46 percent between 2000 and 2010, and is estimated to grow another 50 percent by 2020. Arizona has been described as an “opportunity oasis” for Latino and other communities of color. And, as the economy continues to recover, Hispanics in particular will be a critical part of the state’s future prosperity. Did you know that Phoenix is now a minority-majority city? In less than a generation, Hispanics will be the state’s majority population. What does this mean to companies, both for-profit and non-profit, that do business in this state? To succeed and prosper, they must answer this question: “How do I give my Hispanic customers what they need?” The answer is a surprisingly simple one. Hispanic consumers need what all other consumers need: respect. What is different for our community is that we want respect with a cultural twist. The Arizona Hispanic Chamber’s corporate supporters, our Los Amigos members, fully understand our need. Both the University of Phoenix (the presenting sponsor for the symposium) and SRP (the presenting sponsor for today’s luncheon and the publication of DATOS) are not only engaged in a variety of community activities, but the way they do business every day shows how much they value their growing Hispanic customer base and its dramatic impact on the local economy. They definitely understand, “The numbers don’t lie.”

Gonzalo A. de la Melena, Jr.

Hector Peñuñuri

President & CEO Arizona Hispanic Chamber of Commerce




Acknowledgements Datos 2012 CONTENT Committee (Listed in alphabetical order)

Juan José Ayala

Ellen Jacobs

Jaime Boyd

Todd Landfried

WestGroup Research


Univision Communications, Inc.

Gonzalo A. de la Melena, Jr. Arizona Hispanic Chamber of Commerce (AZHCC)

Fernando de la Mora

Arizona Employers for Immigration Reform

Norma Macias

Arizona Hispanic Chamber of Commerce (AZHCC)


Dr. Loui Olivas Director

Andrea Whitsett

Morrison Institute for Public Policy

Student Researchers

César M. Melgoza

Brian Cordova

Gema Duarte Luna

Bryanna McHenry

Miguel Cruz

Laura A. Fullington

Kevin Norgaard

Marco A. Flores

James E. Garcia

Hector Peñuñuri

Consulate General of Mexico in Phoenix

Geoscape SRP

Duarte Luna Consulting

Univision Radio


Arizona Hispanic Chamber of Commerce (AZHCC)


Monica S. Villalobos ResearchByDesign

Camilla Innes

The Dial Corp., a Henkel Company

Kerry Williams

Univision Communications, Inc.

PRODUCTION TEAM Andrea Contreras

Karen Murphy

James E. Garcia

Monica Villalobos

Carmen G. Martínez


Graphic Designer Co-Editor

Graphic Design Director

Copy Editor/Proofreader Co-Editor Printer

Graduated Spring 2011 MBA, Graduated Spring 2011 Business Tourism & Urban Planning Major

Clayton Gudeman 2nd year MBA

Raúl A. Martinez

Graduated Spring 2011

Kristell Millan

Finance & Global Politics in Business Major

Luis E. Rodriguez

Business Communications & Business Tourism Management Major

Anna C. Valenzuela

Health Sciences (Pre-Professional) Major

TERMINOLOGY AND RESEARCH NOTES In DATOS 2012, the terms Hispanic and Latino are used synonymously, as are Native American and American Indian, and African-American and black. White, non-Hispanic is sometimes referred to as nonHispanic white. Hispanics may be of any race. The information presented here was selected from standard secondary sources. However, data changes quickly and is not always collected annually. Data often offers a static picture of an ever-changing situation. The numbers calculated for any statistic depend on the definitions and assumptions used to produce them.








Purchasing Power




















Trade with Mexico





When it comes to supporting our community,

WE’RE THERE Cox Communication’s commitment to diversity extends beyond our workplace into the communities we serve. Cox is proud and committed to serving our ever-growing Hispanic community.

©2012 Cox Communications Arizona, LLC, dba Cox Communications. All rights reserved.


size: 78.25 x 10 NO BLEED

due to pub: Mon, 4/9

rel info: pdf to terrimEazhcc.com

Special Thanks

Special Thanks to Dr. Olivas! Since 1999, Dr. Olivas has authored the annual DATOS report bringing national attention to the state’s Hispanic population. Dr. Olivas’ contributions to the Latino community of Arizona as an educator are evident in the DATOS legacy he has created and in the student population he has mentored. The ARIZONA HISPANIC CHAMBER OF COMMERCE is proud and honored to have Dr. Olivas as a valuable part of its organization. Louis Olivas Professor Emeritus, Management Department W. P. Carey School of Business Arizona State University What his students have to say — “Dr. O expects the highest standards of his student workers, always pushing us to see our work with him as we would a job working for a high-level executive. In keeping with that, he treats all of his student workers with the utmost respect and allows us the opportunity to undertake tasks and responsibilities that many of our peers are very unlikely to be allowed in their jobs and internships. As a mentor, Dr. O expects us all to become the best person we can become and is always eager to offer his personal advice or support in helping us achieve our goals, whatever they may be. In all, Dr. O truly cares about all of his students and gives us every opportunity he can to help us learn, grow, and succeed in our lives.” Kristell Millán


“There is a lack of professional Hispanic males role models and because I have seen one and worked with one, I will become one. A great teacher always knows that his job is not accomplished until his student is capable of teaching another and so it goes. He has taught me to be punctual, humble, respectable, attentive, and to treat all Latina women with respect. He would say, “if you believe you can achieve.” I always knew when he was disappointed when I heard him say “Mijo, what were you thinking?” René Salinas “He expects nothing but the best from the people he is working with and is always pursing the highest quality in the work he is involved in, which includes DATOS. He is a role model to all.” Anna Valenzuela

“In my view, Dr. O, over his many years at ASU, was more than a mentor and an advisor...he was an institution. So many generations of students who have worked for him and/or been members of the Hispanic Business Students Association (HBSA) have benefited from his mentorship and his three decades of support for the organization and its students. While Dr. O demanded the highest quality work product and constantly pushed us to be more professional, he did so con cariño. For those of us who have worked on DATOS and many other of Dr. O’s initiatives, I can say personally that what I learned on these projects, has made me a stronger student and alumnus today.” Michael Trejo


INTRODUCTION Growth of Hispanic economic clout undeniable If you’ve ever questioned the purchasing power of Hispanic consumers or the value of culturally relevant marketing, it is time to take note.

Hispanic purchasing power in Arizona is at an all-time high of $40 billion; and Mexico continues to be a critical and growing trade partner.

DATOS 2012: Focus on the Hispanic Market, which makes use of the latest data from the decennial census and a wide variety of other sources, affirms the steady, rapid growth and influence of the Hispanic population – a deeply rooted community that is proving it will not be diminished by political whims or economic cycles.

This report shows that the strength of today’s Hispanic market is not only undeniable, it’s helping to transform Arizona’s economy.

“There’s only one way to say it: Arizona’s Hispanic community is a powerful and growing economic force in our state. What this year’s report shows is that we are an undeniable asset when it comes to building the future of Arizona,” says Gonzalo A. de la Melena, Jr., president and CEO of the Arizona Hispanic Chamber of Commerce. Despite a sluggish economy, persistent anti-immigrant rhetoric and divisive legislation, Arizona’s Hispanics now comprise 31.2 percent of all state residents;

As Hispanics carry out their myriad roles as parents, students, business owners, volunteers, artists, activists and more, they consume goods and services that drive significant dollars through our state and local economies. Attached to these dollars are cultural identities and preferences that cannot be ignored by businesses that must connect with Hispanic consumers. This year’s report is more robust than ever, including compelling data on social media use, educational attainment, retail and automotive preferences, birth and fertility, immigration, and the impact of the Hispanic electorate. In a competitive market that boasts more media and purchasing options than ever before, savvy businesses

are paying keen attention to the cultural and demographic trends highlighted in this report. The research and publication of DATOS 2012 also breaks new ground, thanks to the participation of a special editorial content team led by Dr. Loui Olivas that brought together the brainpower and expertise of the Morrison Institute for Public Policy at Arizona State University, WestGroup Research, SRP, Geoscape International, Macerich, Univision, Henkel/Dial, Arizona Employers for Immigration Reform, the Consulate General of Mexico in Phoenix and the Arizona Hispanic Chamber of Commerce. Thanks to the Arizona Hispanic Chamber’s team of skilled researchers and content contributors – and the support of our sponsors – we believe DATOS 2012 is the state’s premier guide to understanding Arizona’s evolving demographics and decoding Hispanic consumer behavior. —Andrea Whitsett, policy analyst, Morrison Institute for Public Policy at Arizona State University




With more than $1.2 trillion in purchasing power, U.S. Hispanics are the 15th largest consumer market in the world.


During 2000–2010, Arizona’s Hispanic population increased by 46% and now makes up nearly 33 percent of the state’s population.


U.S. Hispanics accounted for more than 50 percent of the total U.S. population growth from 2000-2010.


By 2015, Arizona’s Hispanic purchasing power will grow to $50 billion, up from $40 billion in 2012.


From Fall 1998 to Fall 2012, Hispanic students accounted for 87% of Arizona’s total student enrollment increases. In 2012, Hispanic student enrollments will surpass white, non-Hispanic students.


In May 2011, Hispanics were the largest group of high school graduates in Arizona.


During 2000–2010, Pinal County nearly doubled its Hispanic population.


Yavapai County’s Hispanic population grew by 75 percent and Mohave County saw a 72 percent increase.


Maricopa County has the state’s largest Hispanic population, which grew 48 percent from 2000 to 2010 to 1.1 million.


Arizona has the fifth largest percentage of Hispanic-owned businesses in the U.S., 10.7 percent, about 20,000 of which are Latina-owned.


In 2010, the average Hispanic household income in Phoenix earned $51,395 and it is expected to grow at a faster rate than that of the general Phoenix population.


The top three Hispanic household spending categories in Arizona are: 1. food at home ($1.92 billion, or 36%), 2. clothing ($826 million, or 16%) and 3. fast-food ($745 million, or 14%).



Hispanics actively use video-sharing websites. Sixty-four percent of Hispanics visit video-sharing websites, and 66 percent of those visiting the sites make an online purchase.


An astounding 70 percent of Hispanics in the U.S. are engaged in social media; namely Facebook, Twitter and the reading and writing of blogs.


A record number of Arizona Hispanics and Hispanics nationwide (12.2 million) will vote in the 2012 Presidental election.


PURCHASING POWER The billions of dollars injected into the U.S. economy every year by Hispanics is a tangible measure of the population’s growing influence in every aspect of society. Growth in Hispanic purchasing power parallels Hispanic population growth.

Hispanic Market Highlights

U.S. In 2010, Hispanic purchasing power reached a staggering $1.04 trillion and is expected to reach $1.5 trillion by 2015.

Arizona In 2010, Arizona Hispanic purchasing power reached $34 billion, or 17% of Arizona’s total purchasing power. It is projected to grow by another 50% to $50.3 billion by 2015.

Maricopa and Pima Counties In 2010, Hispanic consumers in Maricopa County spent $20.7 billion, while Pima County Hispanic consumers spent $5.2 billion.

Phoenix Metro In Phoenix, Hispanic consumers spent $7.8 billion in 2010 and are expected to spend $11.5 billion in 2015, a 47% increase. Phoenix Hispanic consumer spending is projected to increase by more than 119 percent by 2020, while consumer spending for the Phoenix population overall is estimated to grow at half the rate of Hispanic spending.




¿Sabías Qué? The buying power of Hispanics will rise from $1 trillion in 2010 to $1.5 trillion in 2015, accounting for nearly 11% of the nation’s total buying power. —Portada-Online.com














By partnering for the common good we can achieve uncommon results. Chase and J.P. Morgan proudly support the Arizona Hispanic Chamber of Commerce on the release of the 16th annual DATOS report.



Š 2012 JPMorgan Chase & Co.

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CONSUMER To reach the influential and fast-developing Hispanic market, it is imperative to understand how Hispanics behave as consumers. For an advertising campaign to succeed in the Hispanic market, it is critical to establish marketing strategies that appeal to Hispanics’ consumer behavior and preferences.







¿Sabías Qué? Hispanic men are 50% or more likely than their female counterparts to earn $50,000 or more per year. —U.S. Census Bureau



CONSUMER FINANCIAL SERVICES Foremost to understanding Hispanic consumers is knowing how they use and invest their money. In this fluctuating economy, making any broad-based assumptions about the financial knowledge, practices and behaviors of any population is risky (particularly the dynamic Hispanic population), but several trends illustrate the financial comfort zone for the present-day Hispanic consumer.

Hispanic Market Trends When ranking financial institutions, Hispanic consumers in Phoenix list traditional mainstream banks such as Wells Fargo, Bank of America and Chase far above credit unions and other banks. Hispanic investors in Tucson use investment products less than non-Hispanics, but still recognize their potential. In keeping with older Hispanics’ aversion to debt, Hispanic consumers overall prefer the perceived lower risk of mutual funds to the perceived higher risk of stocks or other investments, particularly additional mortgage debt. Considering that the Hispanic population overall tends to use financial services less than non-Hispanics, we can expect Hispanics to favor paying cash for their purchases in the coming year as the economy continues to recover.




¿Sabías Qué? Sixty percent of Hispanics aged 50 and up prefer payment with cash. Only 15% prefer paying with a credit card. —AARP Viva Polls













¿Sabías Qué? Hispanics represent 16% of the U.S. population, but only 4% of the total advertising market. —Portada-Online.com



CONSUMER RETAIL/SHOPPERS Though Hispanics account for 16 percent of the U.S. population, consumer spending in the Hispanic community is growing at twice the rate of non-Hispanics.

Hispanic Market Trends In the coming year, more than 20 percent of Hispanic consumers in Tucson, for example, expect to buy household furniture, electronics and technology. In the area of health and wellness, almost 20 percent of Hispanics 45 or older used herbal supplements or remedies in 2010 for ordinary ailments such as pain relief and stomach aches. Hispanics also are the least likely to have health insurance in the United States. And, although Hispanics are 16 percent of the U.S. population, only eight percent of U.S. retirees in 2010 were Hispanic.









CONSUMER HEALTH CARE In health care, there is a wide range of Hispanic consumer experiences, from having insurance to not being able to afford it; from seeing a doctor to maintain good health to facing a health crisis in a hospital emergency room. In 2010 alone, Phoenix Hispanics spent $699 million on health care.

Hispanic Market Trends As a reflection of the growing and relatively young Hispanic population as compared to the aging non-Hispanic population, Hispanics use maternity care, pediatrics and other hospital services more than non-Hispanics. Non-Hispanics, however, were seen in hospitals more for cardiac conditions than Hispanics. In a Phoenix survey, 64 percent of Hispanics were insured for health services, compared to 90 percent of non-Hispanics. Hispanics ranked BlueCross BlueShield and UnitedHealthcare highest among health insurance providers in Phoenix. Among young Hispanic adults, more than half were uninsured in 2009, compared to 34 percent of blacks and 24 percent of white, non-Hispanics. Only one-third of Hispanics had private health insurance, compared to 43 percent of blacks and 66 percent of white, non-Hispanics.













¿Sabías Qué? The product shipment value of frozen enchiladas produced in the United States was $48.9 million in 2002. Frozen tortilla shipments were valued even higher, at $156 million. —U.S. Census Bureau




¿Sabías Qué? Latinos traditionally consume more mayonnaise than other households. —Hispanic Market Weekly



CONSUMER ENTERTAINMENT Hispanics generally choose to spend their leisure time with larger familial groups of relatives and friends. Movies and sporting events are top preferences for entertainment.

Hispanic Market Trends Hispanics go to the movies more frequently than non-Hispanics, with 24 percent, or nearly one in four, seeing three or more movies per month in the theater, compared to 15 percent of all adults. Sixty percent of younger Hispanic consumers, ages 18-24, are more likely to see three or more movies in a theater per month than all other consumers in the same age group. In older age groups, Hispanics are less likely than other consumer groups to see three or more movies per month. More than a third of Hispanics (35 percent) are sports fans and 15 percent consider themselves avid fans, compared to 28 percent of white, non-Hispanics who are fans, and only 10 percent who are avid fans. Hispanics are just as involved in fantasy sports leagues as white, non-Hispanics, and are interested in a slightly wider variety of sports. Among Hispanics who speak primarily English, the National Football League is the most popular league. However, among Spanish-speaking and bilingual Hispanics, soccer is the most popular sport. The top five sports when ranked by total Hispanic fan base are football, baseball, basketball, boxing and extreme sports.




¿Sabías Qué? A total of 78% of U.S. Hispanics are NFL fans. —ESPN

Fifteen NFL teams have Spanish-language radio broadcasting. —National Football League






CONSUMER AUTOMOTIVE Next to housing and food, transportation is often the largest expense for any household. The preferences of Hispanic consumers in the automotive market deviate from non-Hispanics, giving automakers and dealers the opportunity to compete for this significant market share.

Hispanic Market Trends In 2010, Phoenix Hispanics spent nearly $700 million on vehicle purchases, which directly reflect a specific cultural factor: Hispanic families generally are larger than non-Hispanic families, requiring larger vehicles or more vehicles per household.




¿Sabías Qué? The automotive market is recovering faster among Hispanics – purchases rose 7% in the first three quarters of 2010 compared to 4% for the overall market. —Polk & Co.




MillerCoors and Crescent Crown Distributing are committed to recognizing and embracing the contributions and achievements of the Latino Community in Arizona. We are strong supporters of the Arizona Hispanic Chamber of Commerce and its efforts to increase opportunities in our community.



TECHNOLOGY MOBILE Cell phones are a technological staple of American society. The top uses of cell phones in the Hispanic market are very similar to the rest of the market, with text messaging by far the most popular use of a cell phone. Email, music and Internet searching are the next top uses. Yet, clear distinctions surface in the per capita rate of use.

Hispanic market TRENDS Hispanic users are almost two times more likely to switch wireless carriers in the next year, and 45 percent of Hispanic cell phone owners have smartphones, compared to 27 percent of non-Hispanic whites. About 72 percent of Hispanic cell phone users make movie plans on their phones, including looking up movie times and theater locations (data plan use). Hispanic users also are more likely than the general market to choose a movie based on ads on their mobile phones. With their strong familial connections, 55 percent of Hispanic cell phone users influence others by contacting friends and family on their cell phones within four hours of seeing a movie and discussing movies on social networks.




¿Sabías Qué? Hispanics accounted for 43% of all new wireless subscribers between 2009 and 2010. —Experian Consumer Research



TECHNOLOGY LANGUAGE ONLINE Spanish is spoken by nearly 500 million people around the world. It is the second most popular language for international communications, and the third most popular language among Internet users, after English and Chinese, respectively.

Hispanic market TRENDS The total Internet audience of unique visitors grew by 109 percent from 2004 to 2010, while the growth of unique visitors who preferred Spanish grew by 123 percent. From 2009—2010, the growth in unique visitors who preferred Spanish was 31 percent as compared to 29 percent who preferred English.




Social media has a natural appeal for Hispanics. By design, social media is about connecting, networking and sharing — all integral elements of the Hispanic culture of family and relationships. Hispanics have taken to social media so quickly that it has practically become the main form of communication in the community.

Hispanic market TRENDS An astounding 70 percent of Hispanics in the U.S. are engaged in social media; in particular, Facebook, Twitter and the reading and writing of blogs. Advertisers should know that Hispanics are more actively involved in Facebook and other social media than nonHispanics. The top industries using social media to reach out to Hispanics are the automotive, consumer packaged goods, quick-service restaurants, airlines and telecommunications industries. Hispanic bloggers overwhelmingly wrote about parenting and Hispanic issues, as well as heritage, culture, cooking/recipes, fashion/beauty and art. Hispanics also actively participate in video-sharing websites. Sixty-four percent of Hispanics visit video-sharing websites. More than 9 out of 10 of those Hispanics use YouTube and 41 percent made a purchase online.




¿Sabías Qué? Spanish speakers are the third-largest language group among Internet users, with 8% of the total, after English (38%) and Chinese users (22%). —YahooNews.com





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MEDIA Overall, advertisers spent $4.3 billion to reach Hispanics in 2010, a 14 percent increase over 2009, according to the Association of Hispanic Advertising Agencies.



MEDIA TELEVISION The number of Spanish-language television stations, radio stations, broadcast networks and print outlets is increasing. That should be no surprise, given that half of all U.S. population growth from 2000 to 2010 was as a result of the increasing Latino population.

HISPANIC MARKET TRENDS When Hispanic viewers want news about their family’s country of origin, they prefer watching on Spanish-language television more than two to one (38 percent to 17 percent). For daily news, the preference for Spanish-language television is slightly greater; 36 percent prefer Spanish-language broadcasts, while 33 percent prefer English-language outlets. However, when a disaster is occurring, Hispanic viewers prefer to receive news and instructions in English rather than Spanish (42 percent to 25 percent). In general, 10 percent of the Hispanic market refers to both Spanish- and English-language programming when shopping for food, a major appliance or electronics, or a car. Another element of the Hispanic television market worth noting is that, while Hispanics use premium-channel cable TV service and HDTV service at the same rate as the white, non-Hispanic market, they are less likely to use DVR and on-demand movies. They are, however, more likely to use pay-per-view for movies or events.




¿Sabías Qué? A total of 66% of Hispanics say very few brands genuinely care about the state of their communities, but 79% say companies that make sincere efforts to be a part of their communities deserve their loyalty. —Research Alert Vol. XXVIII, No. 19



MEDIA RADIO Despite a boom in Internet usage and the availability of cable television channels, radio advertising revenue increased six percent in 2010 to $17.3 billion, reflecting the biggest annual growth rate in more than a decade.

Hispanic market TRENDS In step with this rise in advertising revenue, automakers and dealers increased their radio investment in 2010 by 22 percent to $1.8 billion, a reflection of the remarkable rebound in the auto industry. On the digital front, streaming websites and HD radio showed the highest rate of increase in advertising dollars for the year, with a 24 percent growth to $616 million.






MEDIA PRINT Even as Internet use for news, shopping and communications rapidly expands, print media, including newspapers, magazines and bulk mail advertising, remains an effective advertising outlet.

Hispanic market TRENDS When questioned about their preferences for gathering information, Hispanics preferred the Internet over newspapers when: »»

shopping for a car (28 percent to 15 percent),


searching for news about their family’s country of origin (21 percent to 4 percent),


marginally more when shopping for a major appliance or electronics (26 percent to 22 percent) and


searching for general news (12 percent to 6 percent).

The biggest departure from this trend is shopping for food: Most Hispanics prefer to find their food bargains in English-language newspapers (22 percent) and Spanish-language newspapers (10 percent) when compared to the Internet (6 percent). The number of Hispanic print news publications has remained more or less constant from 2007 to 2009, while English-language newspapers have seen a 17 percent decline in circulation from 2004 to 2009. According to the National Association of Hispanic Newspapers, there were 835 Hispanic newspapers in 2009. A 2009 marketing survey of readers of Hispanic publications by Alloy Access found: »»

74% have read three or more of the last five issues;


82% and the same number report sharing their copy with at least one other person;


26% share their paper with at least four others;


53% have been reading their favorite Hispanic newspaper for three or more years; and


57% are younger than 35.





Diversity is our common thread.


Diverse cultures and people have made Arizona the great state it is today and they will continue to shape our future. That’s why Blue Cross Blue Shield of Arizona is proud to support the Arizona Hispanic Chamber of Commerce and this year’s DATOS study. With your influence, another incredible century for all Arizonans is taking shape.


POLITICS As the 2012 election cycle heats up, campaign strategists are deciphering polls and developing advertising strategies, hoping to attract the ever-elusive swing voters this fall. The process is never easy, but political analysts say the rapid growth of Arizona’s Hispanic voting base, the decennial redistricting process and the state’s contentious political climate in recent years are expected to have a tangible effect on the 2012 elections. A recent analysis by Univision sheds light on Latino voting trends in Arizona and nationwide.



Hispanic market TRENDS In 2008, about 35 percent more Hispanics were registered to vote in Arizona than in 2000. Based on an established pattern of a 17- to 18-percent growth rate for each four-year election cycle, an estimated 482,000 Hispanics in Arizona could be registered to vote in 2012 and 317,000 of those voters could go to the polls in November 2012. Statewide voter turnout organizations led by a coalition called One Arizona have set a goal to register 100,000 new Latino voters this year. In each of the past two general elections, 56 percent of Arizona Hispanic voters have supported the Democratic presidential candidates and 43 percent and 41 percent of Hispanics voted for the Republican candidates in 2004 and 2008, respectively. At the same time, only 11 percent of Hispanics identified themselves as Republicans in Arizona in 2011. Univision commissioned a poll in the Fall of 2011 of likely Hispanic and non-Hispanic voters. In that survey, 65 percent of Hispanic respondents cited “jobs and the economy� as the top reason they would vote for a presidential candidate, followed by immigration (23 percent), education (16 percent) and health care (12 percent). In the meantime, more than 12.3 million Latinos are expected to vote nationwide this year, up 26 percent from the 2008 election cycle. However, approximately 22 million Hispanic are eligible to vote, according to the National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund.




¿Sabías Qué? The number of U.S. Latino adults who are eligible to vote increased from 13.2 million in 2000 to 21.3 million in 2010 —Hispanic Market Weekly













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DEMOGRAPHICS The world’s shifting populations reflect ever-increasing mobility and interactivity. In recent decades – and particularly since the advent of the Internet Age – technological advances have effectively toppled conventional barriers that once isolated societies from each other. Yet, even as the 2001 terrorist attacks and the destructive fallout of global economic recession produced new brands of cultural and physical obstacles, the explosion of social media and mobile electronic devices have challenged the traditional concepts of “borders” and “cultures.”



Hispanic market TRENDS It’s often pointed out that the nation’s Hispanic population is not monolithic. In fact, Hispanics in the United States represent every Latin American nation and Spain, although the vast majority was born in the United States and many have family lines stretching back decades or even centuries. In 2010, U.S. Hispanics were predominantly Mexican (63 percent), followed by Puerto Rican (9.2 percent) and Cuban (3.5 percent). Central and South Americans, and Dominicans make up the other 24.3 percent of the nation’s Hispanic population. Nearly half of all Hispanics in the U.S. live in 10 metropolitan areas. Nationally, the population is relatively young. Forty-nine percent of U.S. Hispanic households include children under the age of 18, compared to 23 percent of all U.S. households. Futhermore, the 100 largest cities in the U.S. showed declines in the non-Hispanic, white population over the past decade. The white, non-Hispanic population in Arizona was still the majority in 2010, but dropped to 57.8 percent of the state’s population. Of the minority populations in Arizona, Hispanics made up 31.2 percent of the total population in 2010 (up from 25 percent in 2000), and other ethnic populations combined for the remaining 12.6 percent. In 2009, across the U.S. and in Arizona, Hispanic mothers, ages 15-29, had higher birth rates than mothers of other ethnicities (excluding whites), though experts recently cited drops in teenage birth rates among all populations in Arizona, including Latinas. Among white, nonHispanic mothers, the birth rate is greatest within the 25-34 age range. One of every three people in Maricopa County was Hispanic in 2010, up from one in every four in 2000, making the Hispanic population’s growth rate three times faster than all other populations in the county. The 2011 Geoscape American Marketscape Data Stream projects the 2016 Phoenix Hispanic population to be more than 1.8 million people. Other characteristics of the Phoenix Hispanic market: »»

Hispanics in Phoenix are overwhelmingly Mexican (92 percent).


More than half of the Hispanics in Phoenix are either Nueva Latina or bicultural.

Nueva Latinas generally prefer English but speak some Spanish, were born in the U.S., are second-generation Americans, participate in some Hispanic cultural practices and are often metro-acculturate, meaning they also are comfortable in non-Hispanic cultural situations. Bicultural Hispanics are bilingual immigrants who have been in the U.S. for 10 or more years and predominantly prefer Hispanic cultural practices. For the Pima County market, it is clear that the Hispanic population growth is the primary growth. In 2010, 52 percent of the under-18 population in Pima County was Hispanic, predicting a Hispanic majority within the next 10 to 20 years.



DEMOGRAPHICS U.S. U.S. Census counts confirm that minority populations were growing at faster rates than the white majority population. In 2010, the U.S. minority population represented 36.2 percent of the total U.S. population. The driving force in this minority population growth is the Hispanic population. From 1970 to 2010, the U.S. Hispanic population grew from 9.6 million to 50.5 million and is projected to grow to: 66.4 million by 2020; 85.9 million by 2030; 108.2 million by 2040; and 132.8 million by 2050. From 2000 to 2010, the Hispanic population contributed 55.7 percent of the total population growth in the United States, while non-Hispanics contributed 44.3 percent of the population change during the past decade. Natural births fueled most of the increase among Hispanics with net international migration contributing about 33 percent of the increase. Nearly half of all U.S. Hispanics live in California and Texas. States with the highest percentage of Hispanics, in descending order, are: New Mexico California Texas Arizona Nevada Florida Colorado New Jersey New York Illinois



DEMOGRAPHICS ARIZONA There were slightly more than 1.9 million Hispanics in Arizona in 2010, which accounts for 31.2 percent of Arizona’s total population. Counties with the highest Hispanic population percentages are along the southern borders of the state, particularly Santa Cruz, Yuma and Greenlee. Maricopa County, with 1.1 million Hispanics, had the highest concentration of Hispanics of any Arizona county in 2010. Pima County was home to nearly 339,000 Hispanics in 2010.



DEMOGRAPHICS ARIZONA maricopa The Maricopa County Hispanic population grew by 48 percent over the past decade, while all other non-Hispanic populations combined grew by only 16 percent.

phoenix In 2010, Phoenix was home to almost 590,000 Hispanics, accounting for 41 percent of the city’s population. Over the past ten years, the Hispanic population in Phoenix grew by 31 percent while the non-Hispanic population decreased by two percent. The Hispanic population in Phoenix has more than doubled since 1990.

pima Pima County was the second most populated in Arizona with more than 980,000 people in 2010 (almost 339,000 Hispanics), of which more than 216,000 reside in Tucson. Hispanics represent 35 percent of Pima County’s population and 42 percent of Tucson’s population. The Hispanic population in Pima County grew by 27 percent over the past decade, while the non-Hispanic population grew by only seven percent. Tucson’s Hispanic population increased by 20 percent and the non-Hispanic population decreased by three percent.



POPULATION In any given population, birth and fertility rates are the greater predictors. In the past two decades in Arizona, the Hispanic population has doubled. Most of that growth was due to U.S. births, not immigration. This section analyzes demographics trends by comparing and contrasting the Arizona Hispanic market with U.S. population, as well as Hispanic vs. Non-Hispanic. Specific factors examined include age, birth and fertility rates and other Hispanic household characteristics.




As noted earlier in this report, the U.S. Hispanic population is comparatively young. In 2010, 66 percent of the 50 million-plus Hispanics were 18 and older as compared to the total U.S. population in which 76 percent of the nation’s residents were 18 and older. The growth rate of the national population under 18 from 2000 to 2010 was 2.6 percent, as compared to a 38.8 percent growth rate for the same cohort of Hispanics under 18. Meanwhile, the median age of Hispanics in 2010 was 27.3 compared to the overall U.S. median age of 36.8, and White non-Hispanic median age of 40.7 (consistent with an aging baby boomer population and a slower overall birth rate). The median ages for Asians was 34, Native Americans, 32.4, and for Blacks, 30.8. Using current population trends, the U.S. Census Bureau predicts that in 2050, 60 percent of U.S. residents 65 years or older will be White, non-Hispanic and 20 percent will be Hispanic.



POPULATION AGE life expectancy Hispanic men and women have longer life expectancies than their white, non-Hispanic and black counterparts. The average life expectancy of a Hispanic male is 77.9 years, compared to 69.2 years for a black male and 75.6 white male. Hispanic women can expect to live an average of 83.1 years, compared to 80.4 years for a white, non-Hispanic women and 76.2 years for black women.

birth and fertility As evidence of the approaching U.S. majority minority, 46 percent of the 4.1 million births in the U.S. in 2009 were minority, and 24 percent of those births were Hispanic. While Hispanics and other children of color now make up a larger proportion of births in the United States, the total number of all births across the U.S. has decreased 7 percent since 2007 and it dropped 3 percent from 2009 to 2010. More specifically, Hispanic births decreased 18 percent and white, non-Hispanic births decreased 31 percent from 2000 to 2010.

Hispanic Market Trends National and Arizona Hispanic birth rates in 2008 and 2009 were double those of white, non-Hispanics. The states recording the most Hispanic births in 2009 were California and Texas, with 270,239 and 201,241, respectively, followed by Florida, New York, Illinois and Arizona, which recorded 39,176 Hispanic births. In Arizona, the percent of white, non-Hispanic births in 2009 was 43 percent and the Hispanic birth percentage was 42 percent, only 900 fewer births than white, non-Hispanics. In 2009, the majority of births in Arizona (57 percent) were in minority families.



POPULATION HOUSEHOLDS In 2010, 46 percent of U.S. Hispanic households had an annual income of $34,999 or less as compared to 32 percent of White, Non-Hispanic households. Twenty-eight percent of Hispanic households had an annual income of $35,000-$74,999, compared to 33 percent of White, Non-Hispanics. Twenty-one percent had an annual income of $75,000 or more compared to 35 percent of White, Non-Hispanics. The average Hispanic household in 2010 had four members, while a typical White, non-Hispanic household had 2.9 members. Fewer Hispanic adults live alone (four percent) than White, non-Hispanics, (15 percent). A 2011 study conducted to investigate the phenomenon of multigenerational households in this strained economy showed that between 2007 and 2009, the number of Americans living in multigenerational households grew from 46.5 million to 51.4 million — an increase of nearly 11 percent. Hispanics are more likely than Whites to live in multigenerational households, with 23 percent of Hispanics living in a multigenerational household, as compared to 13 percent of White, non-Hispanics. The median household income of Hispanic multigenerational households was 19 percent higher than that of Hispanics living in other types of households. This same study concluded that Hispanic and Asian multigenerational households tend to have a larger number of members contributing to the overall household income than do other multigenerational households.




¿Sabías Qué? One in every four babies born in the U.S. is Latino. —Hispanic Market Weekly




¿Sabías Qué? The most popular names for Hispanic baby girls born nationwide in 2010 were Sophia, Valentina and Isabella. The most popular names for Hispanic baby boys were Santiago, Sebastián and Matiás. —BabyCenter.com













¿Sabías Qué? Hispanic consumers, on average, are more than 10 years younger than nonHispanics; Their median age is about 28. —Packworld.com


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EDUCATION In the past 20 years, Arizona’s Latino population has more than doubled. Yet more than 30 percent of the state’s Latino children are not graduating from high school and only about half of Hispanic college freshman in four-year schools in Arizona and nationwide complete their degrees. Given the crucial role education plays in a community’s economic prosperity, the single greatest long-term challenge facing Arizona Latinos may not job creation, health care or immigration. It is the education of our children. With some exceptions, the educational advancement of U.S. Hispanics has been unacceptably slow. Yes, a greater number of Hispanics are graduating from high school and college, but our population is growing at a faster rate than we can get our children through school. Notably, this is not only a “Hispanic issue.” On the contrary, it is an issue critical to our nation’s ability to remain globally competitive.



Hispanic Market Trends Hispanic student enrollment is increasing much faster than other U.S. student populations. This fact is true at the elementary, secondary and college levels. In 2011, Arizona Hispanics became the largest number of high school graduates in the state. The Arizona Department of Education predicts that as many as 55,000 Hispanic high school seniors will graduate from high school in the 2014—2015 academic school year, a 27 percent increase over 2009—2010. Despite that explosive growth, the rate of graduation for Hispanics (69 percent) lags behind African Americans (73 percent), White, non-Hispanics (83 percent) and Asians (88 percent). Only Native Americans, among the state’s major minority groups, graduate from high school at a lower rate. In another sign of what’s to come on the education landscape, 90 percent of new students who enrolled in public schools from 1998 to 2010 were Hispanic. Already, the K—12 student population in Arizona is 43 percent Hispanic. Combined with other minority populations, the state’s public school system is now majority – minority. In 2015 – perhaps sooner – Latinos will become the majority of the state’s public school population. The counties with the highest percentage of Hispanic population also not surprisingly have the highest Hispanic student enrollments. Santa Cruz posted a 95.3 percent Hispanic student population in 2011. Yuma, Greenlee, Cochise and Pima counties also have majority Hispanic student enrollments. At post-secondary level, more than 22,000 Hispanic students enrolled at the state’s three major public universities in 2011. A record number and a record percentage of Hispanic students are enrolling at the state schools. At Arizona State University’s main campus in Tempe, for example, Hispanic students were 20 percent the student population last year. Nationwide, Hispanics average 15 percent of college and university enrollment, according to Excellencia in Education.
















¿Sabías Qué? Approximately 14% of Hispanics students who graduate from college pursue graduate school. —U.S. Census Bureau


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IMMIGRATION Policy discussions about immigration often fail to acknowledge the real-world impact on the lives of people most affected by immigration laws and regulations — namely, immigrants and their families. Likewise, the general public and many public policymakers pay comparatively little attention to the long-term ramifications of those policies on the health and stability of state, national or global economies. Yet the consequences of a new wave of immigration laws in state legislatures across the country and on-again, off-again talk of proposed reforms at the federal level are not just real but considerable in both human and financial terms – and perhaps nowhere more so than in Arizona. The increased attention paid to immigration over the past decade, observers say, came in great part to several major factors: »» stepped-up enforcement along the U.S. — Mexico border (especially in Texas, California and Arizona); »» fears and concerns over national security in the wake of the horrific terrorist attacks of Sept. 11, 2001; »» the devastating consequences of the latest recession – acknowledged by experts as the most severe economic turndown since The Great Depression; »» shifting U.S. demographics that include the social and economic fallout resulting from a fast-growing minority population and an aging and – in some cases, decreasing – white, non-Hispanic population; and »» a steady increase over much of the past two decades in legal and illegal immigration, although the number of undocumented immigrants in the U.S. in recent years has leveled off.



This section of DATOS attempts to address many of these issues by offering a snapshot of the immigrant population, legal and otherwise, in Arizona and nationwide. Among the highlights: »» Of the 11.1 million undocumented immigrants in the U.S. in 2009, approximately 8 million are part of the U.S. labor force. »» Undocumented immigrants made up 5.2 percent of the U.S. workforce and 3.7 percent of the U.S. population in 2010. »» There was an 8 percent drop in the number of undocumented immigrants living in the U.S. between 2007 and 2009. »» There were an estimated 200,000 fewer undocumented immigrants in Arizona in 2010 as compared to 2008, when an estimated 560,000 undocumented immigrants made Arizona their home.”

Hispanic Market Trends The state with the highest percentage of foreign-born Hispanics is California, followed by Texas and Florida, and then by Arizona, Illinois, New York and New Jersey. The median household income in the year of 2009 for foreign-born Hispanic households ($37,288) was considerably less than for native Hispanics ($43,672), most likely due to differences in Englishlanguage proficiency, education, occupation and age. Critical to understanding the future of Arizona’s economy is the knowledge that immigrant and non-immigrant Hispanic populations in the state are inextricably blended. For instance, 87 percent of all children in Arizona with immigrant parents are U.S. citizens. Pew Hispanic Research reports that undocumented immigrants have an average of two children and may be married to a legal resident or a U.S. citizen. Immigrants also are part of the educational and business communities of Arizona. More than 10,000 foreign-born students attended universities in Arizona and “contributed $243 million to the state’s economy in tuition, fees and living expenses” in the 2009—2010 academic year, according to NAFSA: Association of International Educators.










¿Sabías Qué? 58% of all Millennials in the U.S. believe that immigrants strengthen the country, compared to 43% of those 30 years old and over. —Center for American Progress


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HISPANIC BUSINESSES Hispanic business owners are playing an increasingly significant role in the economy in Arizona and nationwide. From 2002 to 2012, the number of minority-owned firms in the U.S. is expected to grow by 51 percent, accounting for a total of 3.2 million minority-owned companies. In contrast, the number of non-Hispanic firms in in the U.S. is expanding at a rate of approximately 18 percent each year. As the U.S. Hispanic population continues to boom so, too, will Hispanic-owned companies. It is interesting to note that a 2005 survey found that approximately 33 percent of Hispanic-owned firms in Arizona were owned by foreign-born Hispanics.

Hispanic Market Trends Arizona has the fifth largest percentage of Hispanic-owned businesses in the U.S. (10.7 percent) and is home to an estimated 65,000 Hispanic-owned business, approximately 20,000 of which are owned by Latinas. In 2011, Hispanic women owned 14 percent of the woman-owned businesses in Arizona. From 2002 through 2007, the growth rate for Latina-owned businesses was twice the growth rate of all business growth in Arizona.



hispanic businesses

¿Sabías Qué? In 2007, there were 1 million firms owned by people of Mexican origin. They accounted for 45.8% of all Hispanic-owned firms. - Hispanic Business Magazine



hispanic businesses




case study 2011 was the first year the Phoenix Art Museum partnered with Univision Arizona to raise awareness among Hispanic families and brand the Phoenix Art Museum in the Hispanic community. Recognizing the importance of the growing Hispanic community to the future success of the museum, a multi-platform strategy called for branding, relevancy and a strong call to action message. “DAZ” (Despierta Arizona) segments were customized to educate our Hispanic viewers

on the recently launched and culturally relevant Mexican Modernism Exhibition. To further brand the Phoenix Art Museum, various station promotional announcements and ten second station IDs aired daily on Univision that also served as a reminder to visit the museum. All three Univision radio stations (KHOT “La Nueva,” KOMR “Recuerdo” and KQMR “La Kalle”) supported the campaign by airing high-frequency, call-to-action messages, and giving away family packs to

the museum on-air. On KHOT, audio-streaming commercials included a banner link to the Phoenix Art Museum website. Additionally, La Nueva and La Kalle talent were on-site monthly to personally invite their fans to join them at the Phoenix Art Museum. As a result of our integrated efforts, the Phoenix Art Museum saw an increase in Hispanic visitors during the exhibition, and total attendance exceeded expectations by over 20,000 visitors!

testimonial “Phoenix Art Museum is thrilled with our partnership with Univision Arizona. For 50 years, the Museum has built programs in Mexican and Latin art. We worked closely with Univision Arizona’s television and radio outlets to promote the exhibition, Modern Mexican Painting, from the Andrés Blaisten Collection, through advertising and on-site and off-site promotions. Many thanks for the hard work and dedication for the Museum go to Univision’s many employees. We look forward to continuing our collaborations!”

James K. Ballinger The Sybil Harrington Director, Phoenix Art Museum



desert sky mall MACERICH

case study Desert Sky Mall, a regional shopping center in west Phoenix, began its gradual and successful transition toward becoming a Hispanic-focused center almost 10 years ago. Recognizing the existing density of the Hispanic population surrounding the center as well as the projected segment growth throughout the trade area, Hispanic movie theater Cinema Latino entered the market at Desert Sky Mall in 2003. Since then, Macerich, the owner of the center, continued a Hispanic-focused strategy to better serve the growing Hispanic population by adding department store La Curacao in 2007.

Market research, demographics and shopping preferences of this consumer segment proved to support the positive performance and business strategy of the center. In December of 2010, Macerich and Desert Sky Mall again saw an opportunity to emphasize their commitment to the growing Hispanic community. A partnership was formed with Hispanic retailing experts, The Legaspi Company. Together the dynamic concept of turning a former vacant department store into the Mercado de los Cielos was developed; the result being a

boutique marketplace of Hispanic-centric retailers, eateries and service providers. Complementing the Mercado, a robust program of culturally significant events and entertainment was established throughout the center drawing thousands of people per weekend. With continued event programming, mariachi bands and cultural holiday celebrations, Desert Sky Mall and the Mercado de los Cielos are bringing the true hallmark experience to the Phoenix area Hispanic community. These changes have resulted in notable increases in sales, traffic and occupancy at the center.

TESTIMONIAL “The progress of the Mercado de los Cielos and recent successes of Latino-focused retailers demonstrates the positive direction of Desert Sky Mall’s continued evolution toward serving its Latino community,” said Sean McMahon, Leasing, Macerich. “Cinema Latino and La Curacao opened at Desert Sky as first-tomarket concepts for Arizona. Now, the Mercado de los Cielos solidifies our position as the dominant Latino-focused super regional shopping center in Arizona.” sean mcmahon Leasing, Macerich



Arizona Lottery Hispanic Advertising Research westgroup research

case study The Arizona Lottery has long recognized that cultural and ethnic characteristics of consumers play an integral role in whether or not to play Arizona Lottery games, and which games appeal to different individuals. To that end, The Arizona Lottery has historically relied on both general market and multicultural advertising and marketing firms in the preparation of their mass media and other advertising and communications. In the Spring of 2011, The Lottery tasked their current agencies (E.B. Lane and Lopez-Negrete) with developing and evaluating new television advertising options, specifically targeting jackpot games with large and medium-sized top prizes. The objective of the campaign would be to promote play of those specific games, but also to increase interest and motivation to play a variety of Arizona Lottery games. A total of nine different potential advertising executions were developed, an unusually large number of finalists to evaluate.

In order to test each execution in as natural a setting as possible, each concept was converted to an ‘electronic storyboard’ format; this format utilizes a series of static illustrations compiled into actual-length videos with transitions, accompanied by actual audio to illustrate music, conversation, and so on. To ensure that Hispanic consumers were properly included in the process, each execution was prepared with unique visuals and translations, and tested against a variety of individuals within that segment. To clarify, those executions tested within the Hispanic market were similar, but not identical to, those tested with the general population… they were not simply translations of English-language spots, although they did retain the same broad concept and key messaging of their general market counterparts. A total of 359 Hispanic consumers participated in the WestGroup web-based survey used to test the multicultural versions of each spot, and each

individual participant had the option of choosing to review the spots in either English or Spanish. In addition to reaching this audience through normal sampling channels, WestGroup also utilized bilingual interviewers to intercept Hispanic consumers at various locations (mercados, malls, other events), to help include a higher proportion of less-acculturated individuals in the total sample (thus being more reflective of the actual consumer population.) The results from the General Market and Multicultural phases of the research differed in some respects, but the preferred concept was consistent between the two audiences. Using the quantitative and qualitative information derived from the research, EB Lane and Lopez Negrete developed, produced and launched a series of commercials focusing on the lifechanging nature of winning The Arizona Lottery. Those ads began running in the Fall of 2011, and are still in rotation in today’s Lottery media mix.

TESTIMONIAL “None of us can precisely measure the sheer size of Arizona’s Hispanic population, but it is clearly a lucrative and relatively untapped market. As researchers, we also understand the need for diverse and creative methodologies to reach as many Hispanics as possible.” DAVE MADDOX

Senior Analyst, WestGroup Research



Sea Life Arizona allison+partners

case study Opened in May 2010, Sea Life Arizona boasts 5,000 sea creatures in a 26,000 square foot attraction that also includes a 360 degree tunnel that allows visitors to enjoy a fun and educational underwater experience showcasing some of the world’s most thrilling sea creatures. Initial efforts for driving visitation included an aggressive media relations campaign, community partnerships, promotions with sports teams and retailers and school outreach programs through Allison+Partners’ support. Realizing the vast number of Latinos/Hispanics living in the area, including both Spanishlanguage dominant and bilingual residents, as well as a high percentage of shoppers from Mexico, the goal was to drive attendance and visitation to the aquarium by these key market segments, while gaining more visibility and providing them with opportunities to visit and spread positive word of mouth.

As a result, Sea Life created a comprehensive program focused on public relations, promotions, advertising, ticket giveaways and grassroots efforts. This included proactive media relations through local Hispanic print, radio and TV stations Telemundo and Univision, with the group’s public relations firm acting as on-camera spokesperson. Additional promotional efforts included a “Free Child with Paid Adult” offer and special offers available through local retailers, as well as promotions and advertising in La Voz and Tv Y Mas along with on-air mentions, ticket giveaways, participation in community events and a radio remote at Arizona Mills Mall with Univision and LatinoVibe/95.1 Toda Tu Musica radio stations. Sea Life also targeted Hispanics living in Mexico via a partnership with Descubre Phoenix, a convention-visitor type of entity that helps Phoenix area

businesses reach into Mexico through work with the media and advertising. Sea Life leveraged ticket sales through Descubre’s Phoenix box office at the border, and worked closely with the Tempe CVB to coordinate their outreach efforts into Mexico, in particular by providing tickets and opportunities for writers to visit the aquarium. These efforts also included advertisements in Mexico’s El Imparcial, a Hermosillo-based newspaper. Overall, these initial efforts helped Sea Life Arizona to establish a visible presence in the local Hispanic market and in Mexico, highlighting both the excitement of the attraction and its family-friendly nature. Through this program, Sea Life was also successful in laying a firm foundation with local Hispanic media and community partners, while establishing a broader network of promotions with local retailers to support future outreach initiatives.

TESTIMONIAL “The growth and influence of Hispanics will undoubtedly continue to shape the future of our state and our country. A new chapter in our history is being written where Hispanics are rapidly becoming the great majority. As marketers and communicators, we must be adaptable, creative and open minded to help promote broader understanding and bridge the cultural divide between Hispanics and our clients.” Cathy Planchard

Partner & General Manager, Allison+Partners – Phoenix Office­­­




case study In 2001 Morrison Institute for Public Policy at Arizona State University published, Five Shoes Waiting to Drop on Arizona’s Future, alerting Arizonans to five key public policy issues confronting the state. Today, one of the five stands out: Ten years after Five Shoes, Arizona’s fastest-growing population group — Latinos — continues to face educational disadvantages that result in lower educational attainment than their white counterparts. The soaring growth of Arizona’s Hispanic population adds urgency to the issue, both for students whose workforce prospects and earning potential are at stake, and for all residents who have a stake in the future economic prosperity of the state. Latinos now comprise nearly one-third of state residents and about

47% of its children under 19. More than 90% of Hispanic children under 5 years of age in Arizona are U.S. citizens. Arizona is expected to be a “majority-minority” state within perhaps two decades; Latinos will eventually comprise the majority. There is little disagreement among scholars and employers that any state’s prosperity is critically dependent upon its supply of skilled and educated workers, and thus that the educational achievement gap between whites and Latinos will impact the well-being of all residents if drastic measures are not taken. This led Morrison Institute to update the data underlying Five Shoes. The findings are not encouraging: While Latinos have made strides in educational attainment since

2001, a substantial gap remains between their performance and that of non-Hispanic whites. In the absence of effective interventions, it appears inevitable that Arizona’s rising share of under-educated residents will jeopardize the state’s future prosperity and quality of life. Clearly, Arizona is home to many educated and prosperous Latinos. And similar educational concerns also apply to thousands of Arizona’s African American, Native American and white children. But the dictates of demographics cannot be ignored: The data point forcefully to the conclusion that Arizona must seize the opportunity to promote Latino educational performance if it is to compete successfully in the emerging global economy.

testimonial It is self-abusive and foolish to continue on the glide path of our K-12 academic achievement in Arizona. Every other good program will be overwhelmed by the lack of an employable work force. I have spent my life believing that education is an investment to be carefully and frugally managed — but an investment with a massive payback. Yet somehow and sometime in Arizona it has become an ugly expense to be minimized — to zero if possible. I would like a re-vote. We are dooming our grandchildren to a reduced standard of living and quality of life. Trying to ignore the reduced investment will not make it all OK. ­— Philip L. Francis Executive Chairman, PetSmart, Inc.



GoNet Consulate General of Mexico in Phoenix

case study Since its inception in 2008, TechBA’s Office in Arizona has assisted in landing more than 20 high-tech Mexican companies, which are now investing and creating jobs in Arizona. One of them is GoNet, a Mexican company founded in 1997 that provides IT services and solutions to other companies in the financial, pharmaceutical, telecommunications and information technologies sectors. GoNet’s headquarters in the US is in Phoenix, with branches in


Colorado, Illinois and Alabama, as well as in Mexico, Colombia, Puerto Rico and Spain. According to TechBA-Arizona, “One of the keys to the success of this Mexican company is its team. GoNet has received support from TechBA through local consultants to analyze its skilled personnel recruitment strategy and improve its marketing plan for the Phoenix region. GoNet has created 41 direct new jobs in the state of Arizona.

Arizona is geographically positioned to take advantage of opportunities in Mexico, along the border and beyond. Our proximity is a key asset and vital to regional economic development and the prosperity of people in both countries. You can find out more about business opportunities in Mexico by contacting the Consulate General of Mexico in Phoenix or visiting www.promexico.gob.mx or www.naftamexico.net.

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Trade With Mexico The eye-opening value and potential of Arizona-Mexico economic ties Mexico is Arizona’s leading international trade partner North America is an

opportunities: Mexico is the

interconnected region with

second largest destination for

multiple economic, social

U.S. exports, and the third

and cultural ties. This

largest source of imports, with

reality translates into significant

six million U.S. jobs dependent

on trade with Mexico1. In 2011, trade between Mexico, Canada and the United States surpassed $1 trillion of trade2,3, up from $283 million USD in


Trade With Mexico

1993. Our combined GDP in

unique opportunities for

significance of cross-border

1993 was $7.6 trillion USD. In

greater trade and invest-

economic activity between

ment links with Arizona. As

Arizona and Mexico is often

mutual stakeholders in efforts


2010, it was $17.3 trillion USD.


For Arizona, Mexico represents a neighbor, a partner and an economic opportunity. Mexico is the number one international trading partner for Arizona,

ity, Mexico remains Arizona’s largest trading partner by far, with a 33% share of Arizona

Arizona shares 389 miles of border with Mexico, which is now the 13th largest economy

exports, compared to China’s

in the world10. It is precisely that border that is the most

New Mexico and Texas. It also

6%.6 Among U.S. states, Arizona ranks fourth in exports

important asset of the

represents the second largest

to Mexico . In 2011, Arizona

economic relationship.11 In this

export market for 16 U.S. States

exported $5.74 billion USD to

chapter of DATOS: Focus on

and the third largest market

Mexico. From 1993 to 2010,

the Hispanic Market, you will

for eight states. 5 Thanks to

Arizona exports to Mexico grew

find relevant statistics on the

the partnership forged by the

at an annual average rate of

economic benefits that trade

North American Free Trade

10.2%. In 2010, 111,216 jobs in

has brought to a wide range of

Agreement (NAFTA) and

Arizona depended on trade

communities and businesses on

Mexico’s vast network of trade

with Mexico . Despite these

both sides of our common

agreements, Mexico presents

remarkable figures, the

border. You also will find

California, New Hampshire,


to expand our future prosper-




Trade With Mexico

information on opportunities

creates jobs and brings food

for many Arizona companies,

to tables across the continent.

particularly regarding how

Keeping the trade flowing is not

economies of scale can ben-

without challenges. The amount

efit the energy and aerospace

of produce that crossed through


Nogales dropped from 5.1

The border is vital Did you know that in 2009, 60% of all winter produce consumed in the U.S. and Canada passed through Nogales, AZ?11 Border infrastructure is critical to facilitate trade and improve the quality of life on both sides of the border. The logistics of

billion pounds in the 2009-2010

¿Sabías Qué? The value of total goods traded between the United States and Mexico in 2010 was $393 billion. —Hispanic Network Magazine

seasons to 4.5 billion pounds last season, according to the Agricultural Marketing Service of the U.S. Department of Agriculture.13 However, improvements to the San Luis II and Mariposa ports of entry aim to make the Arizona-Sonora

Looking south offers a global view

region more competitive.14 With

Beyond the immediate border

so much at stake, it is crucial to

area, the Mexican economy

75,000 trucks moving across the

work together to ensure that

is the perfect partner for

border on a daily basis (80% of

trade is highly efficient and

Arizona’s prosperity. With 85

Mexico — U.S. bilateral trade)12


airports, 76 seaports on the


Trade With Mexico

more than Argentina and Brazil

industries that, in turn, grow

and 227, 422 miles of high-

combined, and more per per-

faster and more sustainably

ways,15 Mexico’s infrastructure

son than China.”18

by working together. Arizona’s

Atlantic and Pacific Oceans,

is well-suited for Arizona’s businesses.

global access through FTAs,

commercial development priorities often overlap with Sonora’s priorities.

Mexico has the second largest

Arizona’s southern neighbor

number of Free Trade Agree-

also boasts a young, talented

For example, 90% of the recent

ments (FTAs) in the world. Its

population that itself also

foreign investments in Mexico’s

wide array of agreements

constitutes a thriving domes-

renewable sector are in wind

covers 43 countries on three

tic market.19 In other words,

energy.20 These investments,

continents.16 This offers a

Mexico is open for business.

coupled with renowned exper-

singular opportunity for international commerce and invest-


In addition to unparalleled

Economies of scale

tise in the electro-electronic industries, make supply chains in Mexico more efficient. The

ment because it gives strategic

When one looks at Arizona

access to a potential market of

and the region to its immedi-

more than one billion consum-

ate south, it is impossible not to

ers, representing close to 60%

notice the inherent similarities

of the world’s GDP.17 “Thanks to

in both the terrain and climate.

Meanwhile, Arizona and

NAFTA and its network of trade

These characteristics shape

Sonora are diligently promoting

agreements, Mexico trades

economic development into

their sunny climates with

same can be said for solar, hydraulic and geothermal power.

Trade With Mexico

notable success. In 2013, the largest stored heat plant in the United States will be in Phoenix.21 Arizona also has distinct expertise in research– industry partnerships, which can be used just as effectively on both sides of the border. With wind and solar energy alone, the engineering and manufacturing expertise in both countries can combine to make renewable energy efficient by reducing costs and allowing economies of scale to make the entire region more competitive. Another clear example of overlapping commercial development priorities is the aerospace industry. In Mexico, aerospace has grown at an average rate of more than 20% since 2002.22 In 2015, aerospace is expected to account for more than 37,000 jobs through approximately 350 companies.23 Many of those firms are expected

to thrive in Sonora. In addition, on the Arizona side of the border, the aviation industry accounts for 470,000 jobs and contributes $38.5 billon to the economy, making the state an established hub for aviation investments.24 On the aerospace defense side, Mexico’s recent accession to the Wassenaar Arrangement on Export Controls will facilitate defense research and development as well as manufacturing,25 which is attractive for the 17 military installations in Arizona.26 Similar to Silicon Valley, which is populated by companies that partner and create joint ventures in the high-tech sector, the Arizona — Sonora region can create lucrative partnerships and joint ventures, particularly in the aerospace and renewable energy industries.

Trending High-Tech Arizona is home to one of eight TechBA offices, a program

developed by the Mexican Ministry of the Economy (SE) and the U.S. — Mexico Foundation for Science (FUMEC). TechBA supports and guides consolidated small- and medium-sized high-tech enterprises for rapid growth in Mexico and other countries. The program has created thousands of high-quality jobs around the world and has pushed Mexican technology developers to challenge themselves by creating specialized niches in the supply chain. Many people are surprised to learn about the scope and quality of some Mexican investments in Arizona. In the TechBA program alone, companies that engage in the Arizona market include sectors like software development, biotechnology, aerospace and clean/renewable energy.

Wilson, Christopher, Working Together: Economic Ties between the United States and Mexico, Woodrow Wilson International Center for Scholars, Mexico Institute. November, 2011. P.1. U.S. Census Bureau – trade between US-Canada and US-Mexico. Mexico’s INEGI – trade between Canada and Mexico. 4 Embassy of Mexico, Washington, D.C. Fact Sheet, North America Matters, with data from the International Monetary Fund (IMF), World Economic Outlook, 2010. 5 Secretaría de Economía, NAFTA and Trade Office, Washington. D.C. 6 Morrison Institute for Public Policy, Arizona State University, “Exports from Arizona to Major Destinations in Millions of Inflation-Adjusted (2010) Dollars, http://arizonaindicators.org/content/exports 7 Wilson. Op. Cit. P.39. 8 U.S. Census Bureau, Trade Statistics, http://www.census.gov/foreign-trate/statistics/state/data/az.html 9 Wilson. Op. Cit. Pp. 41, 48. 10 World Bank, GDP by country 2010, http://siteresources.worldbank.org/DATASTATISTICS/Resources/GDP.pdf 11 Arizona Mexico Commission, http://azmc.org/amc_downloads/amcdownload440.pdf 12 Realizing the Value of Cross-Border Trade with Mexico, ASU North American Center for Transborder Studies, 2011. 13 Nogales International, http://www.nogalesinternational.com/news/produce-industry-eyes-comeback-in---winter-season/article_6dca633c-1639-11e1-afaf-001cc4c002e0.html 14 Yuma Sun, http://www.yumasun.com/articles/lanes-77736-border-san.html. 15 PROMEXICO, Why Mexico? Mexico is Opportunity, http://mim.promexico.gob.mx/wb/mim/videos 16 PROMEXICO, Why Mexico? An Open Economy, http://mim.promexico.gob.mx/wb/mim/apertura_comercial 17 PROMEXICO, Mexico’s Free Trade Agreements, http://mim.promexico.gob.mx/wb/mim/apertura_comercial 18 Mexico’s Economy: Making the Desert Bloom, The Economist, August 27, 2011, http://www.economist.com/node/21526899 19 PROMEXICO, Population and Human Capital, http://mim.promexico.gob.mx/wb/mim/poblacion_y_capital_humano 20 PROMEXICO, The Renewable Energy Sector in Mexico, http://mim.promexico.gob.mx/wb/mim/energias_perfil_del_sector 21 Renewable Energy in Arizona: Industry Profile, Arizona Commerce Authority, http://www.azcommerce.com/doclib/itrade/2009/industry%20profiles/solaradvantage.pdf 22 PROMEXICO, Profile of the Aerospace Industry, http://mim.promexico.gob.mx/wb/mim/perfil_del_sector 23 Federación Mexicana de la Industria Aeroespacial, Perifl de la Industria, https://docs.google.com/viewer?url=http://femia.com.mx/themes/femia/ppt/femia_presentacion_tipo_esp.pdf&pli=1 24 Arizona Commerce Authority, Aerospace and Defense Arizona, http://www.azaerospace.com/aviation/ 25 Con el ingreso de México, al Arreglo de Wassenaar, las empresas de alta tecnología tendrán acceso a un mercado de más de 11,000 MDD, Secretaría de Economía, http://www.economia.gob.mx/eventos-noticias/sala-de-prensa/comunicados/7331-boletin-035-12 26 Arizona Commerce Authority, Aerospace and Defense Arizona, http://www.azaerospace.com/defense/ 1 2 3


A better tomorrow begins today. CenturyLink proudly supports the local community. CenturyLink knows a successful future is built on a strong foundation and hard work. Together, we can build a thriving community that prospers.

See how we connect at centurylink.com.

CenturyLink, helping transform Arizona’s economy.

Š 2012 CenturyLink, Inc. All Rights Reserved. The name CenturyLink, the pathways logo, and the CenturyLink brand sub-graphic are trademarks of CenturyLink, Inc.

When the community works together, the community works. We believe in the role local business partners play in firing up our nation’s economic engines. Valuing and upholding the principles of entrepreneurship is the best way we know to help create vibrant, flourishing neighborhoods. Bank of America is proud to sponsor Arizona Hispanic Chamber of Commerce for their community leadership and spirited community involvement. Visit us at bankofamerica.com

Š 2011 Bank of America Corporation SPN-102-AD | ARD1J1U2



AARP Viva Polls American Association of Retired Persons (AARP) Viva Polls, Gretchen Anderson, Research Analysis

Arizona Department of Education 1998 October Enrollment File, Arizona Department of Education Research and Evaluation Section, Arizona Department of Education, April 2011

Arizona Health Status and Vital Statistics Arizona Health Status and Vital Statistics 2010

Arizona Minority Education Policy Analysis Center (AMEPAC) Minority Student Report 2009

Briabe Mobile and MocoSpace “The Mobile Consumer: Hispanics, Movies, and Mobile,” July 2011, Briabe Mobile and MocoSpace. James Briggs, CEO, Briabe Mobile

Center for American Progress, University of Southern California “The New Demographics,” Progress 2050, Center for American Progress, 2010


Ethnic Technologies, LLC “A Snapshot of the Hispanic Population in America – Beyond Demographics.” ethnictechnologies.com/ information/etech_process/ hispanicsdemo.html

Geoscape Geoscape

Hispanic Consumer Insight Hispanic Consumer Insights &Opportunity, Henkel, December 1, 2011

HispanicMarketInfo.com HispanicMarketInfo.com, October 15, 2010

Hispanic Market Weekly “Latinos: Tops in Online Activity and Technology,” Vol. 16, Issue 1, January 3, 2011 February 28, 2011 March 14, 2011

Hispanic Business Weekly HispanTelligence, December 2010

Horowitz Associates “Focus: Latino” Report, Horowitz Associates Iconoculture Iconoculture

IHS Global Insight 2009 Hispanic Market Monitor

2010 Hispanic Market Monitor 2011 Hispanic Market Monitor

Latinos in Social Media (LATISM) “Latina Bloguera Survey 2010”

MadLogic Qualitative Consumer Research 1Q, 2003 Open Mind Strategy Qualitative Consumer Research 4Q, 2006

National Vital Statistics Reports National Vital Statistics Reports, Vol. 59, No. 3, December 2010

The Nielsen Co. The Nielsen Co.

Packworld.com August 16, 2010

Pew Hispanic Center Pew Hispanic Center estimates based on children younger than 2 years old from March Current Population Surveys of 2008 and 2009 “Fighting Poverty in a Tough Economy, Americans Move in With Their Relatives,” October 2011

Pew Research Center Hispanic College Enrollment Spikes, Narrowing Gaps with Other Groups. Fry, Richard, 2011, 8-25-11, Washington, DC: Pew

Working Together. That’s What Truly Sets Us Apart. We are seeking highly motivated, resultsoriented individuals for multiple positions. Learn more at careers.edwardjones.com.

Member SIPC Edward Jones is an equal opportunity employer.


The Pueblo Chieftain “Minority-Owned Businesses Catalyst for U.S. Job Growth,” January 9, 2011

Research Alert Vol. XXVIII, No. 19, October 1, 2010 Vol. XXVIII, No. 21, November 5, 2010 Vol. XXIX, December 3, 2010 Vol. XXIX, No. 6, March 18, 2011 Vol. XXIX, No. 7, April 1, 2011 Vol. XXIX, No. 8, April 15, 2011

RYTD Sales & Leasing R.L. Polk, Phoenix, July 2009 – June 2010, July 2010 - June 2011

San Antonio Hispanic Chamber of Commerce “Financial Planning Survey”

Scarborough 2010 Release 2 (Aug 2009Jul 2010), Phoenix, Adults 18+, Grocery Store Where Most Groceries Bought. 2011 Release 1 (Aug 2010 – Jan 2011), Tucson DMA, Adults 18+ (Courtesy of Univision) 2011 Release 1 (Feb 2010 – Jan 2011), Phoenix DMA, Women 18+ 2011 Release 1 (Feb 2010-Jan2011), Phoenix, Adults 18+. No. of Times Eaten at Any Sit-down Restaurant used for breakfast, lunch, or dinner in past 30 days 2011 Release 1 (Feb 2010-Jan 2011), Phoenix, Adults 18+. No of times Visited a Fast Food


Restaurant in last 30 days 2011 Release 1 (Feb 2010 – Jan 2011), Phoenix Adults 18+ Who Have Used a Medical Service at a Hospital in the Past 3 Years

Selig Center for Economic Growth

Univision and Associated Press Univision and Associated Press

U.S. Census Bureau 1970, 1980, 1990, 2000, 2010 Decennial Censuses

Terry College of Business, The University of Georgia, August 2010

2007 Survey of Business Owners: Hispanic-Owned Businesses

Adapted from Selig Center for Economic Growth, Terry College of Business, The University of Georgia, August 2010 by Prof. Olivas assuming 61.0% population factor.

2008 National Population Projections

Adapted from Selig Center for Economic Growth, Terry College of Business, The University of Georgia, August 2010 by Prof. Olivas assuming 15.5% population factor Adapted from Selig Center for Economic Growth, Terry College of Business, The University of Georgia, August 2010 by Prof. Olivas assuming 22.9% population factor

Simmons NCS/NHCS, Spring 2011 (Apr 2010 – Jun 2011) Adult Full Year, Pop, Base: Arizona Women 18+ NCS/NHCS, Spring 2011 (Apr 2010 – Jun 2011), Hispanic Adults 18+

Survey of Business Owners Survey of Business Owners, 1992, 1997, 2002, 2007 Research Center Social & Demographic Trends project

2009 American Community Survey Current Population Survey, Annual Social and Economic Supplement, 2010; release date June 2011

Wall Street Journal “Hispanics Rise in Key States,” Weisman, Jonathan, Sep 29, 2011: n. page. Print. online. wsj.com/article/SB1000142405 29702042262045765992335792 24462.html

WestGroup WestTrack Jan – May 2011

Yahoo.com “Brookings: Number of ‘Majority Minority’ U.S. Cities Grow,” Yahoo.com, August 31, 2011

YahooNews.com October 13, 2010

Yankelovich Multicultural Marketing Study Yankelovich 2010 Multicultural Marketing Study, Based on Hispanic Persons 16+

Frito-Lay, a PepsiCo business unit -

$13 billion convenient foods business of PepsiCo (NYSE: PEP) 48,000 Employees Headquartered in Plano, Texas 70+ Year History Make, sell and distribute America's favorite snacks including LAY'S potato chips, FRITOS corn chips and CHEETOS cheese‐flavored snacks

What You Should Expect -

A job you enjoy A company with high integrity and core values Comprehensive benefits package Continuing education and training opportunities Opportunity for advancement Talented co-workers Competitive compensation package

Visit us online at www.pepsico.com/careers Frito-Lay, Inc. is an Equal Opportunity Employer M/F/V/D

Sources: Internal Company Data. FRITO LAY, FRITO LAY Logo and GOOD FUN! are trademarks used by Frito-Lay, Inc. © 2010 Frito-Lay North America, Inc. PCS55004

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Focus on Arizona's Hispanic Market. The study offers a detailed review and analysis of the latest research available on the economic trends...


Focus on Arizona's Hispanic Market. The study offers a detailed review and analysis of the latest research available on the economic trends...

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