En Contacto- Fall '15

FA L L 2015

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HCC business spotlight:

Carol Lara photography

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GILBERT BAILON:

HISPANIC Education Trends

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Karlos Ramirez: ST. LOUIS — A CITY OF

Collaboration

Welcome New Members!

By joining, the following individuals and companies have decided to make an investment in the Hispanic Chamber of Commerce and our community at large. We encourage you to find out more about them and, whenever possible, to use their services. If you would like more information about any of these individuals or organizations, please contact us at: 314.664.4432

❧ Mi Caribe ❧ Cherokee Street Business Association ❧ Talisen Technologies ❧ Express Employment Professionals ❧ Webster University ❧ Magnolia Hotel ❧ University of Missouri ❧ Tarahumara Mexican Restaurant

❧ Devereaux, Stokes, Nolan, Fernandez & Leonard ❧ Carol Lara Photography ❧ Pueblo Solis ❧ Alpha Commerce US ❧ Walker Scottish Rite Clinic ❧ TWG Wealth Partners ❧ Crosby Chiropractic & Acupuncture Center ❧ Success Promotions

We are always honored to participate in our members’ Hispanic celebrations and enjoy the opportunity to highlight the mission and accomplishments of the Hispanic Chamber of Commerce.

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FALL 2015 HISPANIC CHAMBER OF COMMERCE

Letter from the Executive Director

It was truly moving to see so many Hispanic professionals dedicated to improving their community through service, mentoring, and professional development.

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AMM Communication: Public Relations HCC Business Spotlight: Carol Lara Photography Enterprise Bank & Trust: Managers & Business Owners Martha Garcia Kampen: Company’s Big Thing?

Gilbert Bailon: Hispanic Educational Trends St. Louis: A City of Collaboration The Future of Southeast Missouri State University

Dear Members/ Readers.

In honor of Hispanic Heritage Month, the Hispanic Chamber of Commerce wanted to showcase the great accomplishments and opportunities that have occurred within the Hispanic community. The HCC has been busy with Hispanic Heritage events, new networking opportunities, and developing stronger relationships with our members.

We are always honored to participate in our members’ Hispanic celebrations and enjoy the opportunity to highlight the mission and accomplishments of the Hispanic Chamber of Commerce. The HCC had the pleasure of presenting at Mallinckrodt Pharmaceuticals, Nestle Purina, STL FBI, Pfizer, and Monsanto this past Hispanic Heritage Month. We were able to illustrate the importance of the rapid growing Hispanic population and how the HCC is always dedicated to improving and growing with the changing demographics.

Additionally, the HCC had a moment worth celebrating when the STL Latino Professional Alliance launched their first networking event after their community service day at St. Cecilia’s parish. It was truly moving to see so many Hispanic professionals dedicated to improving their community through service, mentoring, and professional development. We had over 10 companies represented and great momentum for 2016.

As we conclude this year, we eagerly await 2016 and strive to better the Hispanic Chamber. In November, we were fortunate enough to have our dedicated board members attend a strategic retreat where we were able to discuss how to move forward with the chamber. We are hopeful that each year the Hispanic Chamber will continue to connect the region and bring value to all of our generous contributors.

In addition to our special events, we also have our monthly Educational Forum series, Café with Business, as well as our Business After Hours events. All of the information for these events is listed on our website www.hccstl.com. I encourage you to participate in these, as they are a great way to take advantage of your Hispanic Chamber membership, hone your skills and connect with business leaders in the community.

Thank you for your continued support,

Cover Photo by:

Pilar Ruiz de la Torre

Karlos Ramirez Executive Director

Contributing Author:

Vanessa Garcia 3

Using Public Relations T

to Engage Your Target Audience At all levels of business today, communications has become increasingly complex. There is simply too much information directed towards consumers, coming from many different directions.

his is why a targeted public relations strategy will help you and your company increase the public perception of credibility and expertise. You may have read a recent press release in the St. Louis Business Journal or online at STLToday.com, perhaps issued by one of your competitors and you are wondering to yourself, “How does this help them”?

There are three ways that a steady stream of press releases can help build your business — Credibility, Frequency, and Name Recognition. Potential customers tend to search for the product or service that they are interested in buying using a search engine like Google or Bing. When they find a press release about you, it is important that it enhances your brand and puts you in the best possible light. By issuing a carefully crafted press release, you are gaining credibility in the marketplace. If this press release is placed in a prominent publication, like the St. Louis Business Journal or on STLtoday, then it will show up on the search results and people can read it online.

They also search social media for “social proof”, which are informal testimonials from their family, friends and business network.

They want to know that the product or service that they are purchasing has credibility among their peers and other customers like themselves. Social media is the #1 way to share website links,

so establishing your digital footprint of online press releases will serve to enhance your brand. The more people talking on social media about your product or service, the greater your sales will be!

There are three things to remember about using public relations for engaging your target audience. First of all, unless your audience really likes statistics, use them sparingly. People only want to hear a statistic if it helps reinforce the story, not to be overwhelmed by a “data dump”. Secondly, potential customers are interested in the “WIIFM”, or “What’s in it for me?” They care about how your product or service can help them and make their lives better, so the more you can focus on these facts in a press release, the better. Finally, people do not like to hear industry jargon and hate having to look up acronyms, so don’t use them in your communications. Simple language equals universal acceptance!

There are two types of public relations stories — Earned media and press releases. Earned media are stories in publications written by reporters for general release. The take more effort to obtain, hence the name “earned media”. Press releases, on the other hand, can be a do-it-yourself project that can be published on your website or social media channel. A combination of both earned media and press releases will have the beneficial effect of promoting your brand, and ultimately increasing your sales!

Ann Marie Mayuga is a partner with AMM Communications, LLC, and is a member of the Hispanic Chamber of Commerce of Metropolitan St. Louis. Founded in 2008, AMM Communications LLC, public relations, marketing and training agency of St. Louis, Missouri, provides PR, business development, crisis communications, content marketing, internal communications, executive training, marketing, media relations, reputation management, and search consulting. AMM Communications works with small- and mid-sized businesses nationwide.

From 2010-2012, the agency was voted as one of the top 25 St. Louis public relations firms by the readers of Small Business Monthly.

For more information, please navigate to www.ammcommunications.com or call 314.485.9499.

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FALL 2015 HISPANIC CHAMBER OF COMMERCE

Carol Lara Photography

HCC Business Spotlight

In Her Words...

What inspired you to create your own business?

There is a lot of pressure for us to fit into a certain mold, and I want to help empower women by breaking down those walls of self-deprecation.

Moments are priceless. Having an actual photograph that captures a specific feeling, time, or event is even more irreplaceable because it has the power to invoke a certain emotion regardless of how much time has passed. That picture is a snapshot into one’s life, one to be cherished for years to come. In order for such a confident and valuable photograph, it is important to have a photographer that recognizes the importance of building a relationship with the subject and fostering a supportive environment to guarantee captivating photographs. And that is just one of the many beautiful components that make up Carol Lara Photography.

From a family of entrepreneurs, Carol Lara was no stranger to the entrepreneurial spirit needed to run a business. Values of hard work and customer service have been instilled in her since a very young age. As a daughter of small-business owners, Carol was exposed to the success her father had as he left his company job to become his own boss and open a fair trade store with his wife. These experiences helped shape Carol’s outlook on owning her own business and assisted her in making the leap to turn her passion into her career.

For more information about Carol Lara Photography, please visit: www.carollaraphotography.com

Carol: My parents have been my biggest inspiration to create my own business. I remember when I was a young adult, I told my dad “I’m a dreamer.” After listening to me speak so poetically about all of my hopes and dreams, my dad said, “Carol, it sounds really nice to say you’re a dreamer, but if you never wake up and open your eyes, how will you ever make your dreams come true?” and I will never forget that. He taught me to work hard in order for my dreams to become a reality. My father told me there was no other way, so I decided it was time. “Hard work pays off” was instilled into my core beliefs.

What type of photography style do you enjoy the most and why?

Carol: I enjoy beauty portraits the most because as a woman, I can directly relate to my clients. I know first-hand the judgment and criticism we encounter and that can be difficult. There is a lot of pressure for us to fit into a certain mold, and I want to help empower women by breaking down those walls of self-deprecation. The confidence boost I see in women after their photoshoots fulfills me. I love seeing them light up and accept themselves as they are. When they are happy, I am happy.

As a photographer, what challenges do you face?

How have you overcome them?

Carol: Pricing is my number one challenge as a business owner. It’s a hard thing to come to terms with when you are doing something that you would completely do for fun and self-fulfillment in your free time. However, in order for me to do only what I love and not spend my days working for someone else, I need to be able to sustain myself financially. Passion alone is not going to pay the bills.

So, how do I overcome this? I take a deep breath and I am honest with myself. I admit to myself that I work hard and there are a lot of expenses with the photography business. There are evenings when I don’t have time to eat a real meal or get a full night’s rest because of the behind the scenes demands that take place before and after my photography sessions. When people say they eat, sleep and breathe their passions, I can definitely relate. I have to value my work or no one else will. Ultimately, I set my prices according to my time, talent and products. As I evolve, so do my prices.

How do you win over someone’s trust and capture the moment?

Carol: I build relationships with my clients. When someone books with me we will be sure to meet over coffee, drinks or dinner. I want to get to know them and I want them to get to know me as well. We should feel comfortable with each other before the photo shoot. I listen to their ideas and combine them with my creative vision to create a memorable experience. During the shoot, I provide a lot of guidance and by the end of the shoot, they are confident. They trust my guidance and that allows me to capture them in their best light.

What is the most fulfilling part about your photography?

Carol: Helping women of all shapes, shades and life stages see that they are beautiful just the way they are and being able to capture that moment in time, forever.

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Enterprise Bank & Trust Doug Bauche

What Banks Look For. The network of people you’ve built relationships with over the years is one of the most vital resources you will have professionally and personally. To develop and to maintain a strong network is a challenge.

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hink about it, your network is comprised of family, friends, current and former business colleagues, connections made through your not-for-profit involvement, people you know through children’s activities, etc. It takes work to keep in touch with people. When you are an entrepreneur, your network is even more important because it determines if your business will continuously grow.

People do business with people they know, like and trust. At some point in the life of your business, you may need to have access to capital to grow or simply keep your business going during a rough patch.

Could you walk into a bank today and sit down with a banker with whom you have a relationship and explain your need for cash? The purpose of this column is to learn how to organize your business’ financial records and manage the expectations of your banker as you develop a professional relationship built on trust and confidence. In this column, I will discuss the following items: ® Business owner basics when considering applying for a loan ® How to develop an active, professional relationship with a banker, even if you don’t need a loan immediately ® What banks look for when considering a loan request

Do your homework before you apply for a loan

Before you can even consider applying for a loan, you must have a written business plan, a summary of how the loan money would be spent, a current resume, current financials or pro-forma financials for a start-up, and know your credit score. You’ll also need to know the basics of marketing your company, reading a balance sheet, and hiring your first employee. Resources available in the St. Louis region to help you understand the fundamentals of operating a business include: ® Enterprise University (EU). Enterprise University is a free educational program for entrepreneurs and business people, which offers high-impact, university- caliber business courses sponsored by Enterprise Bank & Trust. Each spring and fall, a variety of business topics are covered ranging from marketing and social media to recruiting and hiring talent to sales management that deliver real value to business owners and their senior management teams, community leaders and 6

FALL 2015 HISPANIC CHAMBER OF COMMERCE

not-for-profit executives. For more information about the EU classes offered in St. Louis, please visit, www.enterprisebank. com/eu?l=stl. ® Hispanic Chamber of Commerce of Metropolitan St. Louis (HCCSTL). The HCCSTL provides an extensive list of local small business resources on its web site. Here is a link to the list of local small business resources, www.hccstl.com/resources/ small-business-resources. ® St. Louis SCORE. SCORE is a nationally recognized, non-profit of business-savvy professional volunteers who provide free, confidential, valuable advice for your business needs if you are a start-up or an existing business. For more information about St. Louis SCORE, please visit, www.stlouis.score.org.

Development of the relationship between the banker and entrepreneur

Bankers and entrepreneurs view the world from different perspectives. Bankers tend to avoid risks where entrepreneurs seek risks. Bankers tend to take a more pragmatic approach to the world where entrepreneurs tend to be optimistic. Bankers tend to have lots of experience dealing with numbers, usually having an accounting or finance background, and entrepreneurs tend to have professional experience in sales and production. Bankers work in a highly regulated industry where entrepreneurs usually have normal to very little regulatory oversight for their products and services. Understanding the vantage points of each player makes you more empathetic.

You are more likely to lend money to a friend over a stranger. A bank is more receptive to your loan request if they know you. The best way to meet a banking professional is through referrals. Who is the banker your peers use for their banking needs? Secure at least three referral names and arrange a 30-minute meeting to learn about the bank and its lending philosophy and to determine if you feel you like and trust the person with whom you could be dealing.

Below are questions to ask to determine if this will be a strategic fit for you and your business

® What is the banker’s experience with my industry? ® How does the size of my loan compare with the average loan in your portfolio in the bank?

® How are loan decisions made at your bank?

Once the Big Picture discussion has occurred between you and the banker, the loan application process can start. Your banker should be able to provide you with a detailed list of the information expected. If too many red flags occur during this process, it may derail the application.

® Will I get to know all the decision makers at the bank?

Red flags or warning signs include

® What is the bank’s attitude toward risk?

® No budget

® Who will handle my account after the loan closing and/or account opening? (Who is the back-up contact?)

® Poor credit score / credit references

® Do you anticipate the need for outside attorneys to document my loan(s)?

® Overly complicated ownership structure

® What happens if I hit a bump in the road? ® Is your bank growing loans? ® Does your bank offer all the services I currently have at my bank?

What banks look for

When making the decision to begin a new banking relationship and/or requesting a loan, three questions should be answered..

Is this the right transaction, right banker, and right bank?

If your business loan request meets the right transaction, right banker, and right bank criteria, the next step is to appropriately share the “Big Picture” of your business and explain why the loan is needed. This discussion involves: ® Alignment: What is the management and organizational structure? Who’s on your team of professional advisors?

® Don’t understand your own numbers ® Significant differences in tax income versus book income ® Your primary concern is rate and / or guaranty ® Global case flow (real estate) ® No management team in place ® Instability, high variability ® “Too fast” of expansion and growth ® Inability to provide periodic, timely financial information ® Turnover ratios lengthening ® Poor communication or lack of forthrightness

® Processes & Systems: How do you handle sales management? What about production and workflow? How is your company’s cash managed? Has due diligence been conducted on your clients? What systems are in place for your company’s use of the internet and privacy?

® Fighting within management, between partners or among family members

® Understanding Collateral: What is the collateral’s marketability? What about your cash conversion cycle?

® No “business owner” skin in the game

® Understanding Real Estate Collateral: If real estate is used for collateral, what is the replacement cost? What are the sales comparisons? Is it income producing? If you’re proposing construction/rehab, are your figures “as is” or “as completed”?

® Insufficient insurance

® Guarantor Support: Do you know someone willing to be your back up if you are unable to pay the loan? Will the guarantor provide improved leverage, liquidity, and/or collateral? What’s your connection and why is the guarantor willing to participate?

® E xcessive dependencies on key raw materials, a few customers, key labor contracts, soon-to-expire patent production, or unusually narrow product line ® Piecemeal financing requests The relationship established between you and your banker can make a difference in how your business grows and thrives. As a banker, I can assure you we want entrepreneurs and business owners to succeed. Small businesses support their owners’ families, create jobs and support our communities.

Doug Bauche: President of the St. Louis region for Enterprise Bank & Trust. Mr. Bauche oversees the six branches located throughout the region with four locations in St. Louis County and two locations in St. Charles County. Doug can be contacted at dbauche@enterprisebank.com or 314.512.7239. If you have questions about business banking or banking relationships in general, a good source is Robyn Heidger. Robyn is a member of the HCCSTL Board of Directors and can be reached at rheidger@enterprisebank.com or 314.512.7234. I feel confident in referring her — she happens to be my sister.

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What is Your Company’s

ONE Big Thing?

By Martha Garcia Kampen, Sr. Strategist Kampen Consultants, LLC

What ONE Thing would make the Greatest Impact to your company if you accomplished it next year? This one focus area becomes your Primary Objective for 2016.

Consider the impact if you were to funnel

For example Your One Big Thing may be:

all aspects of your operations toward ONE

Small Retailer: Establish your shop as THE primary source for a popular brand line.

objective. Your marketing communications, your team project initiatives, product development, production – all focused toward the same goal. It is well documented

Professional Service Provider: Strengthen reputation for on-target delivery of service.

Financial Services Retailer: Known as the best resource for Small Business growth.

that when everyone is aligned toward one

App-Developer: Gain social media followers who are actively sharing your app’s benefits.

singular focus; it actually gets accomplished!

Your One Big Thing is something that will move your business measurably forward, toward your Vision.

Now you may say the one goal is to “make money.” You may even have specific revenue, sales or profit levels established; even communicated through the ranks. I’m not talking about that. I’m talking about one objective that would make a difference to your company if it were accomplished by the end of 2016.

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Restaurant: Become known as THE place for signature drinks.

FALL 2015 HISPANIC CHAMBER OF COMMERCE

In my many years of consulting with company CEO’s and leaders to develop their strategic marketing plans, I find that while the leader may have a clear vision of his/ her organization, the rest of the team may not. Or if a vision is clearly communicated, the employees do not have clear direction on how to match their daily activities with those of the stated vision. What’s more, they don’t really seem engaged and excited about the work they are doing; they don’t have a clear understanding of how their individual efforts fit into the big picture. This is known as “Purpose.” The Purpose must be meaningful, genuine, honest and impactful. With a stated company Purpose, your organization can more effectively align efforts for greater productivity and impact.

When I have incorporated this concept with my own strategic planning process, team members become more focused and engaged. They have a better handle on how to prioritize their day, instead of simply reacting to the day’s fires. Managers are more involved in their team members, working more as a team coach and leader, rather than just a task-master. And the CEO’s, Presidents, Executive Directors and Owners, genuinely revered by their staff for casting true vision for them, are more effective in leading their organizations toward greater productivity and profitability, knowing their employees are working with them in the same Purpose.

Tying Purpose with your “One Big Thing” is critical to success.

With everyone aligned with a sense of purpose and focused on One Big Thing, your organization is sure to move key initiatives forward. And that means more distance between you and your competition.

I would like to propose a simplified version of this strategic planning process — especially for our small business owners: 1. R eview your Current Year Profit & Loss Statements — examine the detail Where are you most profitable? Where are you losing money?

What are you doing well? What’s not going so well? Do you know why? Any surprises? This is a good time to talk with your front-line people; the ones who have the most interaction with your customers. Get their perspectives on what is selling well and not so well. This is also a great time to dig into your expenses. Is anything out of proportion to the profit-potential of any product/ service line? Can profitability be improved with greater attention, more efficiency in the area of expense?

2. C ompare Current Year Data with Previous 3 to 5 Years Determine trends: Where are revenues increasing/decreasing over time? Where was there an increase/decline in volume? Are you gaining new customers? Are you losing customers? Are your Marketing dollars being spent efficiently in today’s market? Has your company adapted more effective communications methods for your market? Do you have the operational resources you need to support a growth trend? Do you need to reallocate resources to a new area?

you be more relevant to them? Are your marketing messages reaching your prospects where they are most receptive to them?

How do you know? Check out your competition in greater detail; what do they do well, where are the opportunities? What are the threats? Where are you greatest challenges? How do you carve out your niche differentiating your company from the others?

The marketplace is rapidly changing. Know what is happening with the people you want to attract as customers...or where you can find NEW customers!

4. What are Your Strengths?

What do your people get excited about? Where are the areas of growth? What is selling well/profitable? Is there an intersection in what you do well, where you do well and what the market needs that come together into a “sweet spot” of opportunity for you to focus on next year? Allow your team to get creative in this area. Bring out the “visionaries” in your group to throw out all potential ideas. It may be something completely obvious, or something that may not have been considered previously. In this changing market, there are many new opportunities and markets to consider.

Sift all this information through the “What is the ONE Big Thing” filter, to get to a statement that distinguishes you from your competition, leverages your strengths, and moves you forward in your market, assuring a place in their future.

If your company would benefit from working through a strategic planning process like the one described above, contact Kampen Consultants, LLC for a no-obligation consultation. The results can mean the difference between a good year, and a fantastic year.

Your One Big Thing is something that will move your business measurably forward, toward your Vision.

3. Know What is Happening in your Marketplace Look for trends with your customers. What are they dealing with?

What is their pain that you are best positioned to solve? How can

Martha Garcia-Kampen: First-generation Mexican-American, Martha was raised bilingually and bi-culturally. Having studied in Guadalajara, Mexico, Martha launched her career in Hispanic Marketing to the U.S. With extensive experience in marketing research, planning and implementation, Garcia-Kampen provides generational and cultural strategic marketing consultation to businesses, educational development on cross-cultural communications and trains corporate leaders and teams in the areas of inclusion and diversity. Contact Info: Kampen Consultants, LLC 745 Craig Road, Suite 212, St. Louis, MO 63141. 888-887-6536. Martha@kampen.com • www.kampen.com

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The Hispanic community and business leaders must work to create a community-wide focus and help to fill any voids so that progress extends into the next generation.

HISPANIC

EDUCATION TRENDS

The arc of demographic growth among Hispanics will be the biggest driver of population growth in the United States in the coming decades.

That growth is well-known, but analyzing some trends in education provide an essential roadmap for business and civic leaders of all backgrounds, especially for those in the Hispanic community. The nature of growth for the estimated 54 million Hispanics in the United States is changing, which creates an important demographic umbrella that also affects their educational prospects.

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irst, the Hispanic foreign-born population is growing but the percentage of foreign-born immigrants among Hispanics is declining because of decreased immigration and the increasing birthrate of U.S.–born Hispanic citizens. Latinos accounted for 14 million foreign-born Americans in 2000. By 2013, the foreignborn numbers reached 19 million Hispanics. But the foreign-born population within the largest Hispanic subcategory – Mexicans – has declined among the 34.5 million Americans of Mexican ancestry, as Mexican immigration has decreased. A 2013 study by the Pew Research Center showed that three-fourths of the Hispanic population were citizens (65 percent) or naturalized citizens (11 percent). Furthermore, 68 percent of Hispanics age 5 or older speak English in their homes or speak very English very well, according to the U.S. Census Bureau.

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FALL 2015 HISPANIC CHAMBER OF COMMERCE

So the combination of more Hispanics acquiring essential Englishlanguage skills and U.S. citizenship bodes well for improved educational attainment and their eventual entry into the workforce.

And data, indeed, suggest that educational attainment is progressing among U.S. Hispanics. But increasing improvement should both be celebrated and be seen as an ongoing challenge for Hispanic-focused organizations such the Hispanic Chamber of Commerce of Metropolitan St. Louis and others nationwide.

The pace of Hispanic educational achievement must continue to make dramatic steps forward in our knowledge-based economy and to fuel Hispanic entrepreneurship in the coming decades.

The report card on Hispanic educational achievement shows more positive than negative signs. But none should be ignored.

Hispanic high school dropout rate declines

The Hispanic high school dropout rate has dropped significantly over the last two decades. From 1993 to 2013, the Hispanic high school dropout rate steeply declined from 33 percent to 14 percent, a record low. The Pew Research Center reports that the decline of Hispanic dropouts was a major contributor behind the overall U.S. high school dropout rate falling from 12 percent to 7 percent from 2000 to 2013. But two underlying trends among Hispanic bear closer scrutiny.

The Hispanic high school dropout rate might be declining by a large margin, but it remains much higher compared to other racial categories. The Hispanic dropout rate of 14 percent is much higher than among African-Americans (8 percent); whites (5 percent) and Asians (4 percent). High school dropouts remain a critical concern for Hispanics even as the foreign-born population declines and more Hispanics speak English fluently.

Hispanic college enrollment is growing

The number of Hispanics attending college has boomed over the last decade. From 1993 to 2013, the number of Hispanics ages 18 to 24 attending a two-year or four-year college has skyrocketed 201 percent to 2.2 million students. By comparison, Hispanic student enrollment is now the largest among minority groups who attend U.S. colleges. But the overall topline figures should not mask other trends revealed by a 2014 National Journal poll.

That poll showed that 66 percent of Hispanics seek employment or enter military directly after high school graduation, citing the need to support their families. The number of whites, by contrast, who enter the workforce or join the military is 39 percent. So Hispanics, already with a smaller of percentage of their population who graduate from high school, also find a diminished number of those who do earn high school diplomas deciding to pursue college. The economics of the need to feed and clothe their families is a primary driver. But the rise of college tuition and other related costs also is cited as factor for Hispanics to choose work over college studies.

Despite the overall college enrollment increases, the implications of so many Hispanics forsaking college will have a long-lasting effect on their future incomes and their ability to contribute more to the larger economy.

Hispanics lag in four-year college degrees

While Hispanic college enrollment continues to rise, 46 percent of that enrollment is among two-year community colleges. Community college enrollments serve a vital role preparing Hispanics for the immediate workforce as well establishing an academic career that can lead toward a four-year degree and another post-secondary degree. To be clear, our support for more Hispanics to attend

any college must be magnified. Entry into a community college is necessity for many who must work while attending college or whose financial limits make attending a four-year institution more difficult.

So how can business leaders help to propel achievement of more four-year college degrees for Hispanics? Two essential roles are raising scholarship funds to enable more students to attend all levels of college and mentoring students in specific fields as well as offering internships for students. Unlike the larger general population, Hispanics are much less likely to be saddled with student loans, which is mixed bag. Fewer Hispanics pursue a four-year degree, hence fewer student loans. The Pew Research Center reports that just 22 percent of Hispanic households owed student loans compared 42 percent among white households and 40 percent among African-Americans. The fact that fewer Hispanics attend college or choose to enroll in community colleges, which are much more affordable, leads to the lower student loan debt.

That also serves as mirror that shows the need for Hispanics to pursue advanced degrees, especially in the professional fields.

Hispanics will be less affected by rising student loan debt, yet their ability to earn higher wages over their lifetimes will be depressed.

Finally, data also suggest that the high school class of 2025 will be the biggest and most diverse ever. Demographers project that the 4.3 million births in 2007, a number not reached since the Baby Boom in 1957, will produce this racially diverse high school graduation wave. The Western Interstate Commission on Higher Education forecasts that 70 percent of the large overall number of future high school graduates will attend a two-year or four-year college.

Immigration and the birth of second-generation U.S.-citizen children among Hispanics and Asians will affect the face of the 2025 high school graduation classes. WICHE forecasts that the nation’s high school graduates will be 25 percent Hispanic and 8 percent Asian in 2025. The percentage of white high school graduates, meanwhile, will decline to 51 percent from 72 three decades ago. Hispanics will fuel the most growth of future high school graduates, yet their rate of attending college will continue to lag unless the broader community embraces more vigorous strategies.

The emphasis must focus on improving Hispanic achievement in K-12 schools so students have the foundation to attend college.

The second part must dwell on making college more affordable and accessible to the growing pool of Hispanic high school graduates.

Hispanic educational achievement and college enrollment is trending positively. But much work remains to be done. Our Hispanic community and business leaders must work to create a community-wide focus and help to fill any voids so that progress extends into the next generation.

Gilbert Bailón: Editor of the St. Louis Post-Dispatch, Gilbert became the editor of the St. Louis Post-Dispatch in May of 2012. Prior to that, Bailón had been editorial page editor of the Post-Dispatch since November 2007. He previously worked at the Dallas Morning News, where he was Vice President and Executive Editor. Bailón also worked at the Fort Worth Star-Telegram, the Los Angeles Daily News, the San Diego Union and the Kansas City Star. Gilbert was recently inducted into the “National Association of Hispanic Journalists.”

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ST. LOUIS

As the region continues to grow, so does the Hispanic Chamber of Commerce and we are honored to be invited to these A City of Collaboration necessary dialogues.

As we reflect on the year, there is a lot for which to be thankful. Although issues of racial turmoil and unease fill the tabloids, there is a lot of good that is happening in the community. Partnerships and collaboration efforts are developing because of a region that is hopeful that the wounds will heal and the community will learn to work together.

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eaders are collaborating across disciplines and the business community, nonprofits, and other organizations are working together to make St. Louis a more inclusive region. The Hispanic Chamber of Commerce is truly lucky to be a valued voice invited to the table of these necessary exchanges and there is comfort knowing that the right people are having the right conversations.

It is our mission and our hope that as an organization, we can improve business opportunities for Hispanic firms and professionals, thereby improving the economic development of the St. Louis region. Like-minded Corporations such as Centene Corporation, Anheuser-Busch, Nestle Purina, Regional Business Council and countless other corporate members are investing in diversity initiatives and have welcomed us with open arms.

Because of their partnership, the Hispanic Chamber has seen a 423% increase in corporate sponsors and an overall growth of 69% in membership over the last five years. With this type of growth, we know that the region is moving in the right direction.

In addition to our growth, the community’s support has allowed us to advocate for more opportunities for our members to ensure the advancement of Hispanic-owned businesses. Whether the opportunities come from the city, county, state or other avenues like MSD, we want to advocate for all of our members. Because of the city-wide effort to improve the region, I have been fortunate enough to be appointed by the governor to serve on the Disparity Study Oversight Review Committee and analyze the state’s

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FALL 2015 HISPANIC CHAMBER OF COMMERCE

minority goals. Thankfully, the Hispanic Chamber has also been present at the Contract Loan Fund meetings to discuss how we can allocate loans to assist minority-owned businesses. Through these organizations, community leaders were able to analyze and evaluate the minority goals for the state and learn how to better serve minority-owned businesses. Similarly, I have also been a part of the St. Louis Economic Development Partnership and the St. Louis Regional Chamber’s efforts to develop a Minority Business Growth Accelerator. With these initiatives, minorityowned businesses will “receive support for executive training, contracting assistance, and increased access to capital.” All of these organizations are valuable resources for our Hispanic Chamber to continue to assist our members and other minority owned businesses in the region.

Alongside all of the great work the business community is doing, there are also many nonprofits contributing to the improvement of the region. The Hispanic Chamber of Commerce is grateful for the opportunity to work alongside organizations like United Way and the Deaconess Foundation. I feel so optimistic that the leadership of United Way and Deaconess will truly benefit the region because of their endurance to help those in need.

Organizations like United Way and countless others are supported by the generous donations of the St. Louis community and that is uplifting for a region addressing so many needs. They certainly are helping people live their best possible lives and we are enthusiastic for more collaboration in the future.

In accordance with these notable efforts, the St. Louis Sports Commission has also made great advancements for the city by bringing high profile sporting events to the region. “The St. Louis Sports Commission grows, strengthens and moves St. Louis forward through sports” and to serve on a board that engages the city through award winning events such as March Madness, Arch Madness, USA Gymnastics and the Musial awards is an extraordinary experience. Their board exemplifies what it means to move the region forward and they do so with tremendous confidence in St. Louis.

Hispanic Scholarship Alliance are a few of the organizations that invest in the Hispanics of the future by providing leadership and scholarship opportunities to the Hispanic community. Thus, universities across the region that are members of the Hispanic Chamber begin to collaborate with these organizations to attract and retain a diverse student population. It is gratifying that there is an investment being made for one of the largest and youngest populations by dedicated community members. I believe that this type of initiative for such a fast growing population is going to positively impact our region.

Not only am I able to see the advancements that the St. Louis Sports Commission does for the city, but I’ve also been fortunate enough to witness the great exposure Explore St. Louis (Convention and Visitors Commission) provides the area. They make visiting and exploring the city accessible whether you’re here for a convention, a business meeting, a reunion or a wedding. More importantly, Explore St. Louis does all of their work with diversity in mind.

They try to welcome all groups of people to St. Louis to explore all that we have to offer and I love being a part of that.

With these unified endeavors, St. Louis continues to develop into a remarkable city that people are proud to call home. As the region continues to grow, so does the Hispanic Chamber of Commerce and we are honored to be invited to these necessary dialogues. I am confident knowing that we have such an intelligent and diverse board of directors leading our organization that the future of our organization is bright. Additionally, I am eager for all of the possibilities that are still to come as a result of the efforts of the Hispanic Chamber of Commerce of Metropolitan St. Louis.

Of course, I’d be remiss if I didn’t mention the great work of all of the other Hispanic based organizations that are in the St. Louis Metropolitan area. Organizations like Casa de Salud, The Mosaic Project, Hispanic Leaders Group, Puerto Rican Society, Hispanic Arts Council and Hispanic Scholarship Alliance are a few of the countless Hispanic based organizations that are tirelessly working to make St. Louis more a diversified and welcoming community.

For instance, Casa de Salud’s compassionate work has helped so many of our community members seek the health assistance they may not have received otherwise. Additionally, the Hispanic Leaders Group, Puerto Rican Society, Hispanic Arts Council and

Partnerships and collaboration efforts are developing because of a region that is hopeful that the wounds will heal and the community will learn to work together.

Karlos Ramirez is the Executive Director of the Hispanic Chamber of Commerce of Metropolitan St. Louis. In his role, Ramirez is responsible for overseeing all aspects of the Hispanic Chamber’s operations; including donor cultivation, member relations, event management and solidifying partnerships with outside organizations. Prior to joining the Hispanic Chamber, Ramirez was the Director of University Center and Conference Services at St. Mary’s University in San Antonio, Texas. Ramirez received his Master’s degree in Educational Administration from Illinois State University and his Bachelor’s degree in Education from Northern Illinois University.

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When you tie in the fact that we, as a university, are very serious about making an effort to diversify our campus and not just with students, but with our faculty and staff, and [to] have someone in my position who is particularly interested in connecting with the Hispanic community, it can be a very successful combination.

The Future of

Southeast Missouri State University [ SEMO ]

The importance of higher education is undeniable and the influence it has in an individual’s life is extraordinary. It’s not just the courses that shape a student, but the faculty, staff, opportunities, and campus climate that have an impact in this experience, too.

H

owever, with the soaring costs and lack of diversity on some college campuses, many colleges are searching for new ideas to create a more successful and inviting campus. Fortunately, it seems that Southeast Missouri State University has found the key to their success.

In July, Southeast Missouri State University announced Dr. Carlos Vargas as the new president of the university. Originally from Mexico, Dr. Vargas has an exceptional list of qualifications and experience to guarantee SEMO success. Not only is Dr. Vargas coming with an impressive resume, he’s also coming with great determination to become better connected with the St. Louis region and the Hispanic community. “I think we can improve on communicating how successful Southeast Missouri State has been in enhancing the university’s reputation,” reflects Dr. Vargas, but he’s willing to work to change that.

“I’d like to establish connections with the community, but also with the business and industry sectors.

I think there are opportunities to work more collaboratively and I would like to hear and learn some of the ideas of people in St. Louis.”

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FALL 2015 HISPANIC CHAMBER OF COMMERCE

In an effort to create a more inclusive campus climate, Dr. Vargas’ passion and genuine concern for all of his students is reflected in all of his initiatives. “Every week I’m going to be meeting with students to make sure my message is out there, and also make sure I understand what it is they need.” In particular, Dr. Vargas has already expressed his determination to help provide assistance to the Hispanic students at SEMO. “I’m in the process of working with students who are interested in developing a Hispanic organization on campus. I am going to meet with them directly to find out what things we don’t have that we should.” In addition to connecting with students, Dr. Vargas also plans on providing more of the university’s resources in Spanish. His goal is to add a Spanish component to the university’s website and organize the bilingual staff to ensure the most effective communication is taking place with families and students.

With this type of ambition, it is easy to predict the growth Southeast Missouri State University is capable of achieving. In particular, Dr. Vargas is focused on the students’ needs and he understands the hardships that some students face —“I was the first (in my family) to go to college, so I’m in a situation that when I see many of the students, I see myself.” He understands that many resources need to be available for students and their voices need to be heard.

Dr. Vargas’ concern for his students’ well-being is evident and his commitment to making this university more inclusive is reputable.

“I have the students at the forefront of my agenda and when I make decisions, I think about how those decisions will affect the students.” Having a cognizant leader like Dr. Vargas promoting diversity initiatives can help more students feel accepted and valued in an institution where they are not equally represented.

Because of such a mindful president, it is apparent that the Hispanic community will take an interest in learning what Southeast Missouri State has to offer moving forward. “I identify well with people and I think people can identify well with me. I want to make sure I have the opportunities to talk with all of the families.

In some cases, the parents may not be very fluent in English, so I have the ability to connect with them in Spanish.” That type of transparency has the power to generate a certain level of trust with an institution and parents can feel more at ease with their child’s academic path. “When you tie in the fact that we, as a university, are very serious about making an effort to diversify our campus and not just with students, but with our faculty and staff, and [to] have someone in my position who is particularly interested in connecting with the Hispanic community, it can be a very successful combination.”

“My hope is that St. Louis thinks about Southeast as comparable to other local universities.” With initiatives to make Southeast Missouri State more accessible, bilingual, and prominent in St. Louis, the university is certainly offering a dynamic educational experience. “We are recognized for the quality of the programs we have and quality is a very critical factor in what we do.” Aside from quality programs, Southeast is also unique in the sense that they have a resource office in St. Louis which focuses on corporate outreach and alumni relations in the city. Their presence in the city has begun to create a pipeline for students and businesses to connect regardless of the distance.

Dedication and determination are truly shaping the future of this university. “We have an institution that is very affordable, high quality and is a place where students will be appreciated, respected and encouraged to be successful. In many ways, we are the institution that is hard to find.” It is clear that SEMO is headed in the right direction and will continue to make progressive strides in education. With accreditations for many of SEMO’s programs and a president who knows first-hand what it’s like to be a first generation minority student, the appeal of Southeast Missouri State continues to prosper.

I was the first [in my family] to go to college, so I’m in a situation that when I see many of the students, I see myself.

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C o r p o r at e S p o n s o r s PLATINUM

Anheuser-Busch, Inc. Centene Corporation

Nestlé Purina Regional Business Council

Regional Business Council United Way

SILVER

BRONZE

FRIEND

Anthem Armstrong Teasdale LLP AutoZone Ballpark Village BMO Harris Carrollton Bank Citrus Springs Commerce Bank Dot Foods, Inc. Enterprise Bank & Trust Enterprise Rent-A-Car Facilitec Corporate Furnishings Federal Reserve Bank of St. Louis Garcia Properties Guarantee Electrical Company Home Depot

LHM Lindenwood University LUXCO, Inc. Madrina’s Ice Cream Magnolia Hotel Major Brands McCormack Baron Salazar, Inc. Midwest BankCentre Mississippi Lime Company Missouri History Museum Montgomery Bank NextGen Information Services, Inc. Pangea Group People’s Health Centers Ranken Technical College Republic Services Stinson Leonard Street, LLP

St. Louis College of Health Careers St. Louis Community College St. Louis Post-Dispatch Strategic Staffing Solutions Success Promotions Talisen Technologies, Inc. TheBank of Edwardsville The Laclede Group Thompson Coburn LLP UMB Bank United Health Care University of Missouri USA Mortgage ValDivia Enterprises Washington University Weber Chevrolet Creve Coeur Webster University