2025 HISPANIC ECONOMIC DRIVERS
A Report of the Hispanic Chamber of Commerce
Metro St. Louis
A Message from the President & CEO of the Hispanic Chamber of Commerce Metro St. Louis
Understanding Through Data: A Call to Action for Greater St. Louis
The data in this report is more than numbers—it’s a reflection of the vibrant, resilient, and economically vital Hispanic community in the St. Louis region. It tells a story of opportunity, contribution, and growth.
Early in my career as Director of Hispanic Marketing in the 1980s, I experienced the untapped potential of the Hispanic market. Back then, “Hispanic” was a new term in business, and reliable data was scarce. That challenge sparked a lifelong mission: to uncover, understand, and elevate our community through research and storytelling. That journey eventually led me to serve as CEO of one of the largest Hispanic Chambers of Commerce in the Midwest—right here in St. Louis.
While national Hispanic data has become more prevalent in this past decade, recognizing the growth of the U.S. Hispanic population, local data on our community remains limited. This report is a compilation of many published reports, research studies and articles reviewed and collected over the past 28 months together with some original local research. Thanks to collaborations with experts like Dr. Ness Sandoval of Saint Louis University, Greater St. Louis, Inc., and national partners, this report provides insight on a national and local basis.
Consider this research a roadmap of business opportunity. It highlights the growth, contributions, and untapped potential of Hispanics in our region. My hope is that you, as a business leader, see this data not just as informative—but as a call to action. By understanding the Hispanic market, we can make informed decisions that strengthen our local economy and uplift the entire Greater St. Louis community.
The data is compelling. The opportunity is real. Let’s grow St. Louis together!
Martha Garcia Kampen
EXEC SUMMARY
The Hispanic community is a rising economic force in St. Louis and across the U.S.—driving growth through entrepreneurship, workforce development, and purchasing power. Key insights from a variety of data highlight the community’s impact and opportunities for business engagement.
This report is the result of a compilation of a variety of sources including national research studies, published reports and primary research compiled locally. Its purpose is to inform and share relevant information from which to make sound business and economic development decisions.
The report is divided into three categories:
1) The Hispanic Consumer
2) Hispanic Business Ownership
3) The Hispanic Workforce.
Data is presented to indicate the vital role the Hispanic community plays in advancing the U.S. and local economies.
Several source documents, particularly from the Latino Donor Collaborative (https://latinodonorcollaborative.org/), The Hispanic Star (https://www.hispanicstar.org/), and Stanford Latino Entrepreneurship Initiative (SLEI), emphasize the rapid growth of Latino-owned businesses, workforce growth, and purchasing power despite facing challenges.
HISPANIC, LATINO, LATINA, LATINX, LATINE
It may serve the reader to level-set terminology used throughout this report.
Hispanic is the term used to define a demographic of population by ethnicity. It is not a description of race. In fact, Hispanic people can be of any race including white anglo/European, African/black, Asian or indigenous. Hispanic is a term used in the U.S., beginning with the census of 1980. It generally refers to people of Spanish descent, heritage or who natively speak the Spanish language. People of Spanish heritage (from Spain) are considered Hispanic.
Latino is the general term for people from Latin American countries, including Mexico, Cuba and Puerto Rico, or whose ancestors were born in a Latin American country. The United Nations recognizes 33 Latin American countries.
Latina refers to a female Latin American. Latinx was introduced in the U.S. as a gender-neutral description since Latino is masculine and Latina is feminine. However, many Spanish-speaking people prefer the term Latine as a gender- neutral descriptor. When surveyed, most Hispanic or Latino people prefer to self-identify based on their country of origin (their own or their ancestry). For example, Mexican American.
Another point of interest may be the history of the Hispanic population of St. Louis. While they are an emerging demographic, people of Spanish descent have been in the area since before the Louisiana Purchase of 1803, when Spain occupied the land prior to selling it to the French.
KEY MESSAGES:
1. Economic Engine: The $4.1 Trillion Powerhouse. U.S. Latinos are not just a demographic; they are a dynamic economic force. With a purchasing power of $4.1 trillion1 , they would rank as the world’s 5th largest economy2 if considered a standalone economy, larger than India, the United Kingdom, and France. This underscores their crucial role in driving America’s economic growth.
2. Entrepreneurial Surge: Fueling Business Growth. Latino-owned businesses are a powerful driving force, growing 10 times faster than the national average3 . With nearly 3 million employees4 and $800 billion in revenue5 . These entrepreneurs are generating jobs and boosting local economies across various sectors.
3. Securing the Future: Defining America’s Workforce Latinos are the fastestgrowing segment of the U.S. workforce, projected to represent 78% of net new workers between 2020 and 20306 . With a labor force participation rate of 65.6%, they are essential to America’s future workforce.
4. Empowering Innovation: Latinas are leading the charge in entrepreneurial growth, launching small businesses eighteen times faster than any other group.7 They own 104,000 employer businesses, generating $125 billion in revenue and creating jobs across key industries.8 Latinas are also leading the way in sectors that require skilled labor, offering more than just entry-level jobs.
5. Setting Trends: Shaping Consumer Markets and Driving Long-Term Value. Latino consumers are highly influential, shaping trends across key sectors such as retail, healthcare, CPG, and entertainment. Their household spending exceeds that of other groups with similar income levels, and their buying power extends 12 years longer9 than that of non-Hispanic whites, underscoring their lasting market impact. Additionally, they are already leading the way in homeownership.
$4.1T IN PURCHASING POWER 1
ST. LOUIS METRO HIGHLIGHTS :
The Hispanic/Latino community is a vital and growing contributor to the St. Louis metropolitan area’s economy.
• Approximately 118,000 Hispanic or Latino people live in the metro area. This represents nearly 5% of the total population
• 74% of Hispanic residents came to St. Louis from other parts of Missouri or another state in the U.S. (or native born outside the U.S.) indicating that most new residents are U.S. citizens or legal residents.
POPULATION
39.5% BORN
31.5% BORN
2.9%
• This population change reflects a 24% increase from 2021, with most of the growth coming from Latino babies born in the state from 2010 -2024. There is no significant increase in foreign-born Latinos during this time.
• Other Hispanic residents of St. Louis were actively recruited by universities or corporations. A majority of these international (foreign-born) St. Louis residents come on a student or workauthorized visa, granting them legal status to study or work in the United States. Many choose to stay in our region and pursue U.S. lawful permanent residence, and ultimately obtain U.S. citizenship. This may be why St. Louis celebrates a more culturally diverse representation from throughout central and south America than many other major cities.
• Due to the diversity of pathways to St. Louis, the resulting estimate is that approximately 85-95% of STL Hispanic residents hold legal status.
BUYING POWER
49.0%
HISPANIC HOME OWNERSHIP RATE NATIONALLY 9.8 million as of 2024
SOURCE: National Association of Hispanic Real Estate Professionals 2024 State of Hispanic Homeownership Report https://nahrep.org/
The Hispanic community in St. Louis demonstrates substantial earning power. The median household income for Hispanics in the St. Louis Metro area was $60,291 in 2021, compared to $71,589 of all households as of the 2024 American Community Survey. Additionally, 15% of total St. Louis Metro Hispanic households earn over $100,000 annually
Additionally, the buying power of the Hispanic population in St. Louis is felt in the purchase of first-time homes, cars, home furnishings and appliances, health & wellness products, beauty products, and technology.
According to NAHREP’s (National Association of Hispanic Real Estate Professionals) 2024 State of the Hispanic Homeownership Report, St. Louis has been ranked the number one Opportunity Market in the nation for single-family home affordability. This means our city is uniquely positioned to help families achieve their dream of homeownership. Indeed, hundreds of families have purchased first-time homes in the metro area over the past 30 years causing a positive economic ripple effect with construction, lenders, inspectors, title companies, movers, furniture sales and renovations.
It is estimated that there are approximately 8,800 Hispanic-owned small businesses in the St. Louis metropolitan area. As of 2022, there were nearly 900 Hispanic or Latino-owned employer firms in metro St. Louis. They employ 7,000 people and generate $300 million in payroll.
EMPLOYERS
Latino entrepreneurs are building companies at record speed with the number of Hispanic-owned businesses in the St. Louis region increasing 42% over the past five years, as estimated by the Hispanic Chamber of Commerce of St. Louis. These businesses significantly impact the region’s economy, contributing to local business development and employment.
Latinos are the youngest and fastest-growing segment of America’s workforce, with a median age of just 31. By 2030, they are projected to represent 78% of all new workers entering the labor market.
In the St. Louis Metro area, our Hispanic workforce has grown three times faster than the non-Hispanic workforce, filling critical roles in healthcare, construction, technology, and management.
As of 2021, 73.1% of Hispanics aged 16 and over were active in the labor force in the St. Louis Metro area, with an impressively low unemployment rate of just 3.1%. And importantly, about 79% of employed Hispanics in our region had health insurance benefits, showing strong participation in both the workforce and employer-supported programs.
Brain-Drain enhanced: Unfortunately, the 2025 H-1B Visa sponsorship fee of $100,000 (9/19/25 Presidential Proclamation) will negatively affect the growth of highly skilled workers across the U.S., limiting the growth of our high-tech firms in the global economy.
THE HISPANIC POPULATION:
The U.S. is home to more than 68 million Latinos, representing nearly 20% of the U.S. population. As of 2022, Latinas made up approximately 9.6% of the total U.S. population and over 17% of the female population. The Hispanic eligible voter population was 36.2 million in 2024, with nearly one million Latinos turning 18 every year. 14.4 million Latinos identify as Afro-Latinos, a quarter of Hispanics consider themselves indigenous or Native American. And 22% of Latino millennials are more likely to identify as proud members of the LGBTQ community.
Diversity: AN ECONOMIC ENGINE
FASTER GROWTH THAN NON-LATINOS
26.2%
TOTAL LATINO POPULATION GROWTH 2010-2020
55.6% OF TOTAL U.S. POPULATION GROWTH 2010-2020
The Hispanic community is diverse and multifaceted, representing numerous nationalities, regions, and generations. Roughly 60% of U.S. Hispanics trace their heritage to Mexico, while Puerto Rican, Cuban, Central American, and South American identities also make up significant shares. Generational dynamics further shape behavior. First-generation Hispanics are often more conservative and value tradition, while second- and third-generation households are more likely to identify as American, have higher incomes, and pursue higher education, while respecting and holding onto traditional cultural values.
Latinos make up 20% of total U.S. population, at 65 million as of 2024
Latino business ownership is growing at its fastest rate in 30 years 40%UP SIX TIMES FASTER THAN ANY OTHER GROUP
THE HISPANIC POPULATION: MISSOURI
POCKETS OF GROWTH
• In Missouri, the Latino population of more than 300,000 accounted for 5.2% of the total population in 2022.
• Kansas City enjoys the largest Hispanic population (234,000) or 10.6% of their population with most residents having lived in KC for multiple generations.
• Missouri experienced a 3.41% real annual growth rate in its Latino GDP between 2017 and 2022.
• Density of Latino population residency can be tied to work opportunities.
NEW & GROWING
THE HISPANIC POPULATION: ST. LOUIS
Hispanic and Latino population growth in the St. Louis Metropolitan area is bringing youth and dynamism to the region.
• The Hispanic or Latino population in the St. Louis Metro area was 117,293 in 2024, achieving a population density of nearly 5%.
• The Hispanic median age in St. Louis is 29, compared to 43 for nonHispanics.
• 63% of Hispanics living in St. Louis were born in the US, with most coming from other U.S. states. This indicates the opportunity St. Louis has to attract families from cities where density and cost of living are higher than in St. Louis.
• From 2022-2023, the Latino population in the St. Louis Metro area significantly increased from 96,470 to 110,391, ranking St. Louis 4th among the 30 largest U.S. metros for percentage growth (14.4% increase).
• The St. Louis DMA Hispanic population grew 48.5% (32,175) from the 2010 to the 2020 Census, while the non-Hispanic population showed no growth. The St. Louis Latino population has grown 22% since 2013.
• As the St. Louis population continues to grow older and decline in numbers, the Hispanic population is providing growth with a younger demographic profile, assuring St. Louis continues as a vibrant and important U.S. metropolitan area in the future.
ECONOMIC BUYING POWER & CONSUMPTION
INCREASING, HIGHER CONSUMPTION, LOYAL
• The national economy is fueled by U.S. Latinos, generating $3.6-4.1 trillion to the national GDP. If it were a standalone economy, the U.S. Latino economy ranks as the fifth largest in the world, behind the U.S., China, Germany and Japan. This growth is projected to continue. The U.S. Latino GDP growth percentage is the fastest among major economies, in the top five globally. Over the past decade, Latino annualized income growth has outpaced non-Latinos by a wide margin (4.8% compared to 1.8%). The U.S. Latino GDP growth is 2.4 times faster than non-Latino GDP.
GDP COMPARISON
• The U.S. Hispanic community’s purchasing power has risen substantially, reaching approximately $2.7 trillion, growing 2.5 times faster than that of non-Latinos. 84% of Hispanics are more likely to become a customer of a brand that plays a positive role in their family and community (up from 66% in 2 years).
• With a median age of just 31 and larger-than-average household sizes (3.09 versus 2.5 for the total U.S.). Hispanic families represent both the current and future core of consumer demand. While 58% of the Hispanic population currently lives in five states, this opens the opportunity to the Midwest to receive people from these increasingly population-dense and expensive regions to live. This also explains the growth in the St. Louis area of Hispanics from others states in the U.S.
• The Hispanic consumer is younger, more optimistic, and more digitally connected than the average consumer, while remaining rooted in family values and cultural traditions.
• Hispanic consumers stand out for the values that guide their decisions. Protecting family, honesty, and freedom rank high, alongside ambition, hard work, and selfesteem. Compared to the total U.S., Hispanics are more likely to emphasize family stability, authenticity, and ambition as guiding principles. This sense of aspiration makes them particularly receptive to brands that align with growth, progress, and empowerment.
• Hispanic consumers express greater sensitivity to issues like credit ratings, job security, and housing costs than the general population. Brands that position themselves as enablers of stability, opportunity, and good value are more likely to resonate. (Source: https://nielseniq.com/global/en/insights/report/2025/hispanic-consumers-redefining-retail/)
LATINOS WILL DRIVE THE NEXT ERA OF GROWTH
The most common age for a U.S. Latino is just 17. For non-Hispanic, it’s 34.
This represents a longer runway of future engagement and consumer value, making it one of the most important demographic opportunities for brands planning longterm growth.
The Latino consumer base offers 50 years of future purchasing power. For non-Latinos, it’s 38.
This represents a significant 12-year advantage over the average U.S. consumer, effectively future-proofing a brand’s growth for decades to come. No other market offers this level of sustanined, long-term relevance.
Over-indexing in streaming, retail, and digital engagement.
Latinos are 2X more likely to use social platforms to discover new brands, and spend over 30% more time streaming digital content each week than non-Hispanic audiences.
Source: The Hispanic Sentiment Study 2025 from The Hispanic Star and We are All Human
WE’RE BUYING
HOUSING
Latinos are a driving force in the U.S. real estate market, with a median age of 31 positioning them to lead homebuyer demand for decades Nationally, Hispanic buyers accounted for nearly one in three new homeowners over the past decade, and the STL Metro growth mirrors that national trend.
In 2024, the number of Hispanic owner-households reached a record 9.8 million. In 2024 alone, Hispanics added 238,000 new owner-households—the largest annual increase among any racial or ethnic group for the second consecutive year, accounting for 35% of national homeownership growth.
Projections show Hispanics will represent 52% of new homeowners from 2010 to 2030 and 70% from 2020 to 2040. Hispanic household wealth reached $61,600 in 2022, tripling since 2013 and growing faster than any other group.
Over the past decade in the St. Louis Metropolitan area, Hispanic households have emerged as one of the fastest-growing segments of homebuyers. As the Hispanic population in Missouri continues to increase—driven by a younger median age, rising household incomes, and strong cultural emphasis on homeownership—its impact on the region’s housing market will continue to expand in both economic influence and long-term stability.
According to the 2024 NAHREP State of Hispanic Homeownership Report and U.S. Census Bureau data, at 5% of the St. Louis Metro population, Hispanics have purchased an estimated 14,000–17,000 homes since 2015. Roughly 8,000 of those purchases were by first-time buyers, underscoring both the expanding economic strength and generational wealth-building taking place within the community. It is estimated that over $900 million in mortgages have been secured by St. Louis Hispanic buyers since the mid-1990’s.
Sources: NAHREP 2024 State of Hispanic Homeownership Report; U.S. Census Bureau ACS 2023; NAR 2024 Profile of Home Buyers and Sellers; HUD HMDA Data 2023.)
For Fernanda and Alberta, proud homeowners in St. Louis, buying their home was an exciting achievement and a “dream they did not imagine could happen!”
WE’RE BUYING
CARS
RETAIL
Latinos account for 24% of car sales even though they represent only 19% of the population. With Latinos accounting for 25% of GenZ and 31% of Gen Alpha, Latinos will continue to drive the growth in the automotive industry.
Health & beauty products, household and personal care, food, sports, and fashion products lead purchase preferences.
STREAMING
TECHNOLOGY
Latinos over-index in digital usage with 77% Latino consumption vs. 66% for non-Latinos
Young Hispanics are embracing higher education and technology, putting them in position to be leaders in advancing fields like AI.
Latinos are leading in technology and AI. Scaled Latino/aowned businesses—those generating $1M or more in annual revenue—are leading the implementation of AI technologies. Latino youth demonstrate strong adaptability and engagement with emerging technologies compared to other groups.
Among young Hispanics, 54% use artificial intelligence (AI) for information gathering, while 39% use it for creative applications such as image generation and 27% for music production. This active use of AI signals not only engagement with the technology but also early skill development, laying the foundation for Latinos to transition from users to developers of AI-driven solutions.
HISPANIC BUSINESS OWNERS & ENTREPRENEURS
FAST GROWTH, WOMEN LED
Entreprenuers & Small Business
• There are 4.7 million Latino businesses in the United States, contributing $800 billion to the economy annually. Of these, 463,000 are employer businesses that employ over 3.5 million people. The U.S. is home to approximately 8,800 Hispanic-owned small businesses in the St. Louis metropolitan area. As of 2022, there were roughly 900 Hispanic or Latino-owned employer firms in metro St. Louis.
• Latinos create businesses three times faster than any other group in the United States. From 2007 to 2012, 86% of new small businesses in the United States were U.S. Hispanic-owned businesses. The number of Latino-owned businesses is growing 10 times faster than White-owned businesses (WOB). Between 2007 and 2022, Latino-owned businesses (LOBs) had a 57% growth nationwide, substantially surpassing the 5% increase in White-owned businesses.
• The number of Hispanic-owned businesses in the St. Louis region has increased by 42% over five years.
• There are many barriers that continue to challenge Hispanic entrepreneurs, (or Latin Owned Business/LOB). One significant challenge is access to capital. According to the 2023 State of Latino Entrepreneurship report published by Standford Graduate School of Business in collaboration with the Latino Business Action Network.
Despite the needs and efforts in actively pursuing—and over-indexing—in application qualification indicators, Latino Owned Businesses have a lower approval rate for business loans from local and national banks when compared to non-Hispanic counterparts. This is especially evident in loan applications of $50-100k. According to the report, “These trends indicate a significant disparity in the financial support system [especially] for female LOBs, emphasizing the need for more equitable lending practices.”
Furthermore, the disparity in contract awards earned in 2023 between female LOB and male WOB (White-owned business) is evident in the data which shows that female LOB earned only $0.38 to $0.56 in contract revenue for every $1.00 awarded to male WOB.
Latina-owned Business / Woman-owned Hispanic Business
• Latina-owned businesses continue to grow and are a rising economic force. Latina entrepreneurs have achieved a remarkable 6.3% compound annual growth rate (CAGR) over the past five years, outpacing the 3.9% growth of White female-owned businesses.
• Latina leaders like St. Louis’ own, Lus Rondon Haberberger, Founder and CEO of Luzco Technologies, exemplifies how Latinas are breaking barriers in maledominated industries such as construction and finance. She joins many other innovators across the U.S. who are passionate advocates for financial literacy and increasing Latina representation.
Types of Businesses / Industries of Hispanic Business Ownership
• The top industries for Latino/Latina-owned businesses in the St. Louis Metropolitan area are:
Construction, including architects and engineers (17%)
Accommodations & Food Service (13%)
Professional, Scientific & Technical (11%)
Health Care & Social Assistance (10%)
• Nationally, Hispanic-owned non-employer businesses skew highest in transportation and warehousing (18.5%), construction (16.0%), and administrative and support services (15.0%)
• Hispanic-owned employer businesses are most commonly found in the construction industry. They also have significant shares in accommodation and food services, healthcare and social assistance, and administrative and other services.
• Contrary to stereotypes, Latinos are equally likely as their White counterparts to own tech companies. According to the U.S. Latinos in Engineering and Tech Report, “The U.S. faces a projected need for 11.8 million STEM jobs by 2033. Latino youth are uniquely positioned to bridge workforce gaps and contribute significantly to innovation and economic vitality. To fully realize this potential, collaboration among industry, academia, government and community stakeholders is essential.”
(Source: published by SHPE and the Latino Donor Collaborative, (https://shpe.org/news-posts/shpe-ldc-report-2024/)
SMALL BUSINESS SUCCESS PROGRAM
2025 IMPACT SNAPSHOT
HISPANIC EMPLOYEES
Corporate Professionals
FUELING OUR WORKFORCE
• Hispanics now make up 10.7% of workers in management jobs, up from 5.2% in 2000. In 2019, only 5% of executive officer positions in Fortune 500 firms were held by Hispanics, with Hispanic females holding just 1%.
• In the St. Louis Metro, 33% of Hispanic workers are employed in management, business, science, and arts occupations
• Many employers describe their Hispanic employees are hard-working, dedicated, loyal, problem-solvers, customer service-oriented and overall great employees.
• According to Marcela Manjarron, CEO of M Strategic Communications and author of The CEO’s Competitive Advantage: “Organizations that proactively invest in attracting, developing and retaining untapped Hispanic talent will be well positioned to thrive in the face of labor shortages and unfilled jobs.” [pg 53] . As cited in Marcela’s book, “According to the 2023 Corporate Inclusion Report from the Hispanic Association on Corporate Responsibility (HACR):
73% of Hispanics are in nonexempt positions.
1% of total procurement spend was with Hispanic businesses. 10% of total corporate donations went to the Hispanic community. Hispanics hold 5% of executive positions.
• Manjarron says, “The focus should be on eliminating invisible barriers that prevent this demographic from pursuing other industries, careers and roles.” [pg 57]
Skilled Tradespeople/Labor Force
• Hispanics account for 19.9% of the total U.S. labor force in 2024.
• In the St. Louis Metro area, 73.1% of the Hispanic population aged 16 and over are in the labor force.
• Latinos have consistently maintained the highest labor force participation rate of any racial or ethnic demographic. Over the last 20 years, the number of Hispanic workers has increased by 69%, which is 10 times the rate of the non-Hispanic workforce (6%).
• The Hispanic workforce in the St. Louis MSA has increased at three times the rate of the non-Hispanic workforce through 2023 while the U.S. Latino labor force grew 9 times faster than non-Latino labor force growth.
• Hispanics are projected to make up 22.4% of the U.S. labor force by 2030 and more than 30% by 2060. They are projected to account for 78% of net new workers between 2020 and 2030
Industries/Sectors
• On a national basis, the sector with the highest concentration of Hispanic workers is farming, fishing and forestry (43.0%).
• Other high concentration sectors include building and grounds cleaning and maintenance (37.9%), construction and extraction (35.7%), food preparation and serving (27.3%), and transportation and material moving (23.9%).
• Hispanic workers now comprise over 30% of the U.S. construction workforce and have driven nearly 60% of the industry’s workforce growth in recent years.
IMMIGRANT CONTRIBUTIONS
Immigrants—which include Hispanic and Latino people—are needed to fill crucial gaps in the workforce. U.S. labor force growth depends on immigrants, with immigrants making up a higher percentage of the labor force than native-born workers. By 2052, immigrant workers are projected to be the only source of labor force growth in the U.S. economy.
• Immigrants contribute approximately $4.1 trillion in economic output in the United States. In 2023, 31 million immigrants worked in the United States, making up close to 19% of the civilian workforce.
• In the St. Louis Metro Area, there are 132,797 immigrants, accounting for 4.7% of the population. In Missouri, nearly one in five entrepreneurs are foreign-born
• The St. Louis Metro area ranked #1 for foreign-born population growth between 2022-2023 among the top 30 metros, with a 23% increase (30,000 people).
• In Missouri, the foreign-born population has a labor force participation rate of 65.2%, higher than the native-born population (62.9%).
• Immigrants generated $579 billion in local, state, and federal taxes in 2022. Immigrant spending power topped $1.5 trillion in 2022.
• In the St. Louis Metro area, immigrants paid $1.7 billion in taxes and had $4.2 billion in spending power. In Missouri, immigrants account for over $2 billion in annual spending power and contribute more than $1 billion in federal, state, and local taxes each year.
SUCCESS STORIES
OVERCOMING CHALLENGES MEMBERS OF HCCSTL
GABRIEL CARDENAS Missouri Constructors
Gabriel is a second generation Mexican-American who moved to St. Louis from Texas to continue to grow his construction company. His first year revenue in 2019 of $550k grew to $4.5M in 2023, and is on track to generate $7.5 million in revenue in 2025. According to Gabriel, Covid provided plenty of work for anyone with a “truck and a shovel.” But he knew he needed to leverage the work into future growth, so he pivoted to go after commercial work, which has sustained him with a 20% growth over the past year, when most of his counterparts were not prepared for the downturn. He is enjoying a $1M increase 2025 over 2024.
Despite Gabriel’s tremendous growth, which he primarily financed through personal and family debt, he experiences challenges in securing a Line of Credit large enough for his growing needs.
Gabriel feels an obligation to be successful; to build on his grandparents’ legacy. This is a familiar thread throughout the fabric of Latino Business Owners. He defines success as “Changing my family’s footsteps forever.”
SUCCESS STORIES
OVERCOMING CHALLENGES MEMBERS OF HCCSTL
LUS RONDON HABERBERGER Luzco Technologies, LLC
Lus is an engineer who has built a “boutique firm” from $3.6M in revenue in 2019 to $17.4M in 2023; and from 5 employees in 2019 to 132 “familia members,” as she calls them, in 2025.
An immigrant from Venezuela, Lus decided to bet on the economy recovering from Covid. Uncertain if being remote could produce as much collaborating as in-office, they returned to office in September 2020. “We had to survive,” she said, and she installed HVAC and other safety measures. She attributes that bold move as “solidly defining us as familia – that’s how we work so well together.”
In 2021-2022, people started moving around “like crazy.” But not as much with Luzco. She made use of PPP funds to hire more people during Covid, preparing for future work with outside-of-the-box thinking to hire more skilled professionals through an immigrant-placement organization we have here in STL– It’s paid off for her..
While the 2025 Presidential Proclamation requiring an increase in new H-1B Visa sponsorship fees from a few hundred dollars to $100,000 will negatively affect Luzco’s future hiring of highly skilled workers, she hopes it will not limit her growth potential. She is already looking for innovative ways to prepare her firm for its future in the global economy.
Regarding funding, her first Line of Credit was from her father-in-law. Lus defines success as: “Showing up every Monday happy.”
SUCCESS STORIES
OVERCOMING CHALLENGES MEMBERS OF HCCSTL
MARCELLE PIRES Bayer Crop Science
Brazilian-born, European-rooted, and American by choice, this Latina executive exemplifies global leadership and transformation. Over a 25-year career spanning engineering, logistics, manufacturing, and marketing, she has led multimillion-dollar initiatives across continents and industries. Her journey reflects a commitment to empathy-driven leadership, innovation, and inclusive growth.
From boardrooms to manufacturing plants, Marcelle has reshaped customer experiences, built high-performing teams, and mentored future leaders. Her leadership style—rooted in cultural resilience, community, and purpose—has guided her through mergers, global expansions, and complex business challenges.
Marcelle champions diversity as a catalyst for innovation, bringing a unique lens to problem-solving and strategic transformation. Today, she continues to serve on boards, lead global initiatives, and empower the next generation of Latinx professionals, inspiring them to lead with pride and purpose.
SUCCESS STORIES
OVERCOMING CHALLENGES MEMBERS OF HCCSTL
Ana Flores Sayers Alera Group
Ana came to the U.S. from El Salvador at age 18 to make a better life. She was working at Marshall’s when a friend recommended a receptionist job at a small insurance agency.
She knew nothing about insurance but soon became the agency manager. She always knew she wanted to be a businesswoman and had tangible goals of home-ownership and bringing her family to the U.S. She owes her success to her own grit, faith, and determination, saying “I’m Latina! Of course I work hard.” But she also acknowledges that the owner of the agency, a man from Pakistan—also an immigrant—shared with her all she needed to know to build her savings, secure a car loan, and ultimately the purchase of her brand new home at age 23!
Ana is now an executive with a very large insurance company where she brings her “full Latina self” to the organization and regularly is listed as a top sales person in her organization. She defines success as, “The ability to provide value to others each day.”
OVERCOMING CHALLENGES:
There are common themes in how the Hispanic business community works to overcome challenges to growth and success.
1. Access to Capital and Systemic Barriers: Latina-owned businesses continue to thrive despite challenges, such as limited access to capital and systemic barriers. Latina-owned businesses have the lowest loan approval rates from local and national banks, yet they are the most likely to seek financing. Immigrant Latino-owned businesses also face tougher challenges and financial struggles compared to U.S.-born entrepreneurs.
OPPORTUNITY: Finance preparation education.
2. Adaptability and Innovation: Latino-owned businesses (LOBs) are adaptable and innovative, with scaled and tech-centric LOBs more likely to incorporate Artificial Intelligence (AI) technologies into their operations than their White-owned counterparts.
OPPORTUNITY: Harness STEM student education.
3. Partnership and Support: The United States Hispanic Chamber of Commerce (USHCC) and its network of local chambers work to prevent and break down barriers to full economic participation for Hispanics, supporting small businesses with technical assistance and leveraging technology to address adverse economic effects. Programs like Avanzar provide curated skill building sessions, resources, tools, and strategies for Hispanic businesses to scale. The USHCC also facilitates business matchmaking events to connect Hispanic suppliers with corporate and federal agencies. Organizations like the National Hispanic Construction Alliance (NHCA) aim to advance Hispanic leadership and opportunity in the U.S. construction industry by providing capacity-building, access to capital, and business opportunities.
OPPORTUNITY: Additional local and regional partnerships.
4. Immigrant Entrepreneurship: Immigrant entrepreneurs, despite facing steeper barriers, are important contributors to the U.S. economy. The Hispanic Chamber of Commerce Metro St. Louis, International Institute of St. Louis, and MOSAIC Project are all examples of resources and opportunities for connecting Spanish-speaking immigrants with services and practical information here in St. Louis.
OPPORTUNITY: Culturally-relevant and language accessible support of new businesses through the HCC Small Business Success Program.
5. Workforce Solutions: The Hispanic Chamber of Commerce of Metro St. Louis supports large corporations and small businesses in addressing the need for more workers through connections, career development, and future workforce career exploration.
OPPORTUNITY: Sponsorship support and alliances.
6. Supply Chain: Through parnter organizations, the HCCSTL prepares and connects small business vendors to large corporate customers.
OPPORTUNITY: Join Supply STL and STL Supply Chain Association.
HCCSTL BOARD
CHAIRMAN
Jose Ponce | HTA Holdings
VICE CHAIR
Jomo Castro | AT&T
SECRETARY
Elias Corpus | 11:1 Consulting
TREASURER
Gabriel Cardenas | Missouri
Constructors
DIRECTORS
Alejandra Berra | Commerce Bank
Martha Mendez-Fischer | Thompson Coburn, LLP
Robert Clark | Enterprise Mobility
Suzanne Sierra | St. Louis Mosaic
Project
Nolan Ruiz | Ruiz McDonald’s
Ruben Guzman | PARIC
Sisi Beltran | Build-A-Bear
Sonia Granados | HRC Consulting, LLC
German Gonzales Herrera | Gonzalas Herrera Law Fim, LLC
Johny Sanchez
2026:
Ana Flores Sayers | Alera Group
Katerina Barquet | Barquet Stege
Immigration Law
Marcelle Pires | Bayer Crop Science
HCCSTL FOUNDATION BOARD
CHAIRMAN
Facundo Oyenard | Azteca Insurance
VICE CHAIR
Santiago Navarro | Bayer
DIRECTORS
Dawn Higgins | Nestlé Purina
Claudio Abreu | TriGlobal LLC
Antonio Lozano | Ameren Missouri
Claudia Ochoa-Espejo | Raymond
James
Jose Ponce | ReMax Gold
Gabriel Cardenas | Missouri Constructors
Jose Gomez | LiUNA Loca 110
Vanessa Garcia | Edward Jones
Amy Shaw | Nine PBS
WE SERVE
Since 1982, the Hispanic Chamber of Commerce of Metropolitan St. Louis (HCCSTL) has been a cornerstone of support for the region’s Hispanic community. In partnership with its sister organization, the HCCSTL Foundation, it empowers, resources, connects and provides education to:
• Small businesses aiming to scale
• Skilled tradespeople seeking new opportunities
• Corporate professionals advancing their careers
• Nonprofits expanding their reach and impact.
The HCC continues to drive economic development, foster inclusion, and strengthen the economy of our region. Now more than ever, HCCSTL invites community members, partners, and stakeholders to join in building a strong inclusive economic future for all.
ENTREPRENEURS & SMALL BUSINESSES CORPORATIONS & NON-PROFITS WORKERS & STUDENTS
HCC BY THE NUMBERS:
• Our 500 HCC members represent 30 industries
• 35% belong to corporations, 45% are small businesses, and 21% work for non-profits
• 5% of member businesses are in the $1M+ revenue category
• Over 1,250 Hispanic job seekers have attended an annual HCC Job Fair
• Over 500+ guests attended our annual signature event, and over 3,000 attend our events throughout the year
• Through our Foundation, 242 Hispanic/latino professionals and 160 high school students have completed the Hispanic Leadership Institute program
• We receive over 30,000 views of our digital content and have over 11,000 followers on social media
• Over 900 women in the past decade have participated in the Hispanic Women’s Event, the chamber’s personal/professional development program
PROGRAMS & SERVICES:
FOR BUSINESS OWNERS
• Small Business Success Program
• Café con Business
• Let’s Grow Together luncheons
• Supply STL & STL Supply Chain connections
• Business After Hours networking
• ELLA and EL Financial Empowerment Forums
• Financial Literacy & Education
• Resource, Counseling, and Mentoring
• Business English classes
• Promotion through HCC media and communication channels
• Adelante Awards Gala
• Annual Forest Park Golf Tournament
FOR WORKING PROFESSIONALS
• Corporate ERG Group meet-ups
• Leadership Professional Dvelopment programs
• Let’s Grow Together luncheons
• Business After Hours networking
• Multicultural Job Fairs
• ELLA and EL Financial Empowerment Forums
• Skilled Trade Training Connections
• Financial Literacy & Education
• High School Leadership & Career Explorations
• Adelante Awards Gala
• Annual Forest Park Golf Tournament
All HCC programs and service offerings rely on membership investments, sponsorship revenue, registration fees, and grant donations.
HCCSTL is a private non-profit corporation with a 501(c)(6) IRS designation. The Chamber also oversees a Foundation (501c3) organization founded in 2009 to accomplish charitable purposes, focusing on the Hispanic and Latino community of the Metropolitan St. Louis area.
If not noted, data in this report sourced from: U.S. Census Bureau (2025), STL Hispanic Economic Impact Data. Stanford Latino Entrepreneurship Initiative (2023). USHCC Educational Fund (2024).
Latino Donor Collaborative (2025), Impact Report.
The Latino Donor Collaborative Gross Domestic Product (GDP) 2024 Report. NAHREP, (National Association of Hispanic Real Estate Professionals), State of Hispanic Homeownership Report (2025).
Latino Donor Collaborative, Latino Fast Facts 2022. Hispanic Star.org
Hispanic Chamber of Commerce Metro St. Louis, HCC Program & Member Stats.
J.S. Onesimo Sandoval, Computational Spatial Demography Lab, St. Louis University “Annual Business Survey: Statistics for Employer Firms by Industry, Sex, Ethnicity, Race, and Veteran Status, 2017-22” U.S. Census Bureau, https://data.census.gov, Accessed 2/21/25. American Business Immigration Coalition (2023). Join us! Become a Member