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Hispanic Chamber of Commerce of Metro Orlando

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Families that discover

together live the magic

forever. This year, there are endless memories waiting for you at Disney Parks. From seeing your favorite fairy tales come to life at New Fantasyland ™ to racing with Lightning McQueen in Cars Land, there is more for everyone to enjoy together.


Call 407-W-DISNEY or visit

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Hispanic Chamber of Commerce of Metro Orlando

©Disney HISP-14-29279

Jan-Feb-Mar 2014 Issue #17

Editor’s Note


Hispanics 101


25 Influential Hispanics


Protect Your Most Valuable Asset, Your Information!


Tax News & Calendar


Sales Personality Rush


The Main Street Gardener


HCCMO Update




Social Media Box


Hispanic Chamber of Commerce of Metro Orlando

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editorial team Maritza Martínez Editor in Chief Ian Suárez Art Director Tony Lagos Contributor

Juliana Trujillo Director of Marketing & Business Development Rosalina Stober Hispanic Business Initiative Fund

HCCMO staff

Diana Bolivar President

Marilen Marnett Director of Events and Operations Christine Peña Events Coordinator Juliana Trujillo Director of Marketing & Business Development

Rafael Irastorza Contributor

Ian Suárez Graphic Design & Social Media Coordinator

George Fournier Writer

Elda Rivera Marketing & Membership Coordinator

Millo Aldea Peter Hilera Vestal & Wiler, CPAs Euri Biades Cerrud II Calandrino Law Firm Diego Puig McGee & Powers, P.A. Jonathan Aponte Cover Photo/Photographer Ulysses Arrigoitia Univision TV/ Salsa 98.1FM/UniMas TV Carlos Carbonell Echo Interaction Group Martin Lande Contributor

Nelson Camargo Business Development Specialist Yuitxa Ramírez Veintidós Office Coordinator Luisa Garcia Administrative Assistant Sebastian Sanchez Project Specialist Fernando Agudelo Intern Jackie López Intern Nicole Perez Intern

HCCMO 2013/14 board members executive board José Cerda

Chair  State Farm Insurance

Giorgina Pinedo-Rolón

Vice-Chair  Gio Communications, Inc.

José Nido

Vice-Chair Elect Wyndham Worldwide Corp.

Albert Hurtado

Treasurer Albert Hurtado, CPA, PLLC

Janet E. Martinez

Legal Advisor Janet E. Martinez, P.A.

Lourdes M. Mola Secretary Walt Disney Parks and Resorts

board of directors Maritza Martínez

Ex-Officio University of Central Florida

Orlando Alancastro

Director OUC: The Reliable One

Modesto Alcala

Vincent Giannoni GGM & Associates

Director Universal Orlando

Joshua Johnson CourseMob

Héctor Bauzá

Director Bauzá and Associates

Kari Conley

Director Orlando Health

José G. Costa Director Terracon

Evelyn Martínez

Karla Muñiz

Director Florida Hospital

Christina Pinto

HBIF Representative MPC Wealth Management

Keith J. Raymond

Director Popular Community Bank

David Ruíz Director UPS

Scott Skidelsky

Director Balfour Beatty Construction

Irma E. Stenman

EDC Representative Metro Orlando EDC

Director EM Promotions

Official Package & Delivery Partner of the HCCMO Fashion Square Mall 3201 E. Colonial Dr. Suite A-20 Orlando, FL 32803 407.428.5870

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Hispanic Chamber of Commerce of Metro Orlando

Editor’s Note... Dear Reader,

It is with great excitement that we share with you the 25 Influential Hispanics Issue. These individuals represent a cross section of sectors in our Central Florida Community, ranging from healthcare to higher education and everything in between. And through their professional role, our 25 Influential leave a personal mark on our community. Members of this year’s list lead AIDS lifesaving research, are entrepreneurs, others leave their mark in the judicial system, others in government, higher education, print media, just to name a few. In summary, these individuals are making a difference, and through their actions inspiring others to make a difference. Also, we have included what will become a new tradition in the 25 Influential editions: the recognition of a non-Hispanic who is an influential leader in the Hispanic Community. This individual is one who has invested significant time leading initiatives that benefit our Hispanic Community, who has invested expertise, resources, insights and talent in our community and through her, or his, actions, inspires others to do the same. Congratulations Ms. Tanya Easterling, Sr. Manager Market Development for Florida Blue, the gem of our community. Gracias Tanya for all you do! In addition, this issue features our 2013-2014 Hispanic Chamber Board Chairman, Jose Cerda. In his capacity as chairman, Mr. Cerda provided maximum strategic guidance to our organization as well as championed the many accomplishments realized in 2013. Gracias Jose for your leadership! As always, we welcome your feedback! Let us know of topics you would like featured in future issues of Visión. Please share with us your reaction to what is included in the magazine, and of course, we’d love to hear your ideas on how we can make our magazine even better. Happy reading!

Maritza Martínez Editor in Chief University of Central Florida

HCCMO trustees F o u n d i n g trustees


Hispanic Chamber of Commerce of Metro Orlando

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Hispanic info



The number of states with a population of 1 million or more Hispanic residents in 2012 — Arizona, California, Colorado, Florida, Illinois, New Jersey, New York and Texas.

$350.7 BILLION

Receipts generated by Hispanic-owned businesses in 2007, up 58.0 percent from 2002.


MILLION The projected Hispanic population of the United States in 2060. According to this projection, the Hispanic population will constitute 31 percent of the nation’s population by that date.

“He who spends time regretting the past loses the present and risks the future.” - Francisco de Quevedo

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Hispanic Chamber of Commerce of Metro Orlando

Data provided by

No. 1 Regional University in the South U.S. News and World Report—Best Colleges, 2005–14

No. 1 in Florida for Leadership Development Leadership Excellence, 2012

No. 1 in Florida Forbes—America’s Top Colleges, 2011

“Best Value” Regional University in the South U.S. News and World Report—Best Colleges, 2014

Best MBA in Florida Forbes, 2005–1 1

Best Part-Time MBA in Florida Bloomberg Businessweek, 2011

Florida’s First.

Most Beautiful Campuses The Best Colleges, 2011–13

Florida’s Finest. Winter Park • Orlando, FL |

Hispanic Chamber of Commerce of Metro Orlando

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HISPANICS IN CENTRAL FLORIDA “Strive not to be a success, but rather to be of value.” -Albert Einstein

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Hispanic Chamber of Commerce of Metro Orlando

I am pleased to celebrate this New Year with yet another special issue in which we highlight 25 Influential Hispanics in Central Florida including our HCCMO Chair of the Board, Jose Cerda, and a new recognition for a non-Hispanic leader in our community. Among those recognized this year are some powerful couples in the Hispanic Community who make a difference. The 25 Hispanics we are featuring in this issue were chosen by the editorial board of Visión Magazine, based on specific criteria in a variety of categories. Editorial board members were instructed to choose 10 or more candidates who have demonstrated leadership or contributed to the enrichment and growth of the Hispanic community in Central Florida or who hold important executive positions in our community. This year there were over 100 names submitted and those with the highest scores are represented here in alphabetical order.

I would like to extend a special thank you to Maritza Martinez, our volunteer chair, and to the editorial board for their hard work and dedication during the voting process. In this edition, we decided to have a more interactive interview with the highlighted individuals so that we could get to know them more on a personal level. I hope you enjoy reading and learning a little bit more about these individuals whose leadership and success have kept our culture thriving, while contributing to the enrichment and overall growth of Hispanics in Central Florida. Once again, congratulations to all of the individuals on this list as well as all of the people whose names were considered. Happy New Year!

Diana Bolivar President

Hispanic Chamber of Commerce of Metro Orlando

Ed Bustos

Director of International Admissions - Rollins College

What/who inspires/motivates you? My parents are my biggest inspiration. They came to the US with very little and worked hard for their kids to have a better life. When I feel down, I think of them and all the sacrifices they faced when they came to this country. What do you consider your biggest failure? And what did you learn from it? One of my biggest failures was losing a student government election in high school, and not just one time but four times! I learned not to give up, and I became the Senior Class Vice-President. I learned at a very young age to never give up. Favorite Quote/Refran: “We cannot change our past. We cannot change the fact that people act in a certain way. We cannot change the inevitable. The only thing we can do is play on the one string we have, and that is our attitude.” -Charles R Swindoll Favorite Book: Angels and Demons by Dan Brown and the Harry Potter Series by JK Rowling (They’re not just for kids)

Dr. Edwin Dejesus, MD

Doctor - Internal Medicine & Infectious Disease

What/who inspires/motivates you? HOPE! Is what has inspired and driven me every day of my career. Knowing that patients, who are often full of fear and questions after a diagnosis of either of two highly stigmatizing and potentially fatal diseases (HIV and Hepatitis C), place their extreme trust in me with their lives is the impetus to motivate me to always remain at the vanguard of the treatment of these conditions. I feel that I can inspire them with hope in addition to the best current medical care, a positive clinical outcome will follow. What do you consider your biggest failure? And what did you learn from it? My biggest failure is actually one of irony. When I first moved to the states to begin my medical career, I had the misconception that my Hispanic background would hold me back from creating a successful life for myself. After some time and life experience, I was able to reframe my way of thinking, discovering that my culture was actually a huge asset that helped distinguish me and set me apart from so many others in my field. Favorite Quote/Refran: “The privilege of a lifetime is being who you are.” -Joseph Campbell Favorite Book: One Hundred Years of Solitude by Gabriel Garcia Marquez Hispanic Chamber of Commerce of Metro Orlando

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Jorge Estevez

Anchor/Reporter - WFTV Channel 9

What/who inspires/motivates you? Hard work. Nothing touches me more than people doing their best. Often times, we are so grateful to just “get it done” that we forget our purpose as a new generation, is to make it better. People with that kind of “Chispa” should really inspire us all. What do you consider your biggest failure? And what did you learn from it? Picture it, Elementary school in 19??... One of my classmates was chosen by the teacher to read out loud and he could not finish the sentence. Under my breath I called him stupid. I had the fortune of having an older cousin who taught me all sorts of things ahead of my time, so I could not understand why he couldn’t read. I was busted by the teacher. I wore a dunce cap and was summoned to the corner for the rest of the day. I deserved it and have never forgiven myself. Favorite Quote/Refran: “Para tras... Ni pa’ cojer impulso.” My mom always says that. I feel that you should never “Go back.” However, where I modify that saying is that you should ALWAYS “glance back” a bit... to not only never forget where you came from but also to learn from your mistakes which will help you propel forward. Favorite Book: I am a huge fan of ANY biography. I love to learn about people’s thoughts and how they achieved their goals or failed at their missions.

Jose Fernandez

President - Florida Compass Group

What/who inspires/motivates you? My children are who inspire me everyday. What do you consider your biggest failure? And what did you learn from it?

A few years back I invested into a hotel development project that failed and resulted in a large financial loss for our team.  I learned to better define the “risk factor” I was willing to take in future investments.  Favorite Quote/Refran: “Only those who dare to fail greatly can ever achieve greatly.”  -Robert Kennedy

Favorite Book: The Next 100 Years by George Friedman; Buck Up, Suck Up and Come Back When you Foul Up: 12 Winning Secrets from the War Room by James Carville. 

Dennis Freytes

VP SE Region (7 States & PR) - National Association Uniformed Services

What/who inspires/motivates you? To make a difference in the quest

for good, fairness, justice, and equality; work for the good of all: Family, Community, USA, and Humanity. Those that educate and pull themselves by their bootstraps to achieve success and do good for others - like my father, Celio Freytes-Menéndez; mother, Gloria Gonzalez Marrero, and sister, Celeste.

What do you consider your biggest failure? And what did you learn from it? Not getting the truth across to some people. I need to constantly

work on my communication skills.

Favorite Quote/Refran: “No task too difficult; no mission too greatwill do! ¡Haz el bien y no mires a quien!” 10 | Visión

Hispanic Chamber of Commerce of Metro Orlando

Favorite Book: The Art of Leadership by George Manning & Kent Curtis

© 2013 The Sher win-Williams Company

Congratulations to Orlando’s 25 Influential Hispanics of 2014!


Where will color take you? SM

Visit a Sherwin-Williams paint store today or Hispanic Chamber of Commerce of Metro Orlando

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1963 Bill 125 passes to create Florida Technological University

1964 Orlando site chosen

1965 President Charles Millican is hired

1970 Knights of Pegasus is chosen as mascot

1978 Trevor Colbourn becomes second president and FTU becomes UCF

1982 Central Florida Research Park opens

1994 Knightro makes first official appearance

2005 UCF surpasses the $100 million mark in research funding. Orlando Sentinel names President Hitt “Central Floridian of the Year”

2006 Florida Board of Governors approves College of Medicine

2007 Bright House Networks Stadium and the UCF Arena open

2009 UCF alumna Nicole Stott, ’92 becomes the first graduate to blast off into space, traveling on the Space Shuttle Discovery. 12 | Visión

Hispanic Chamber of Commerce of Metro Orlando

Elisha Gonzalez-Bonnewitz

Executive Director - Orange County Take Stock in Children, Valencia Community College

What/who inspires/motivates you? I am inspired by change, collaboration and continuous learning. What do you consider your biggest failure? And what did you learn from it? I don’t consider anything a failure. I have had the opportunity to be presented with many different experiences. I have learned to not dismiss ideas right away, be supportive and celebrate the work of individuals. Favorite Quote/Refran: “Make your life a masterpiece, you only get one canvas.” Favorite Book: “Historias de Oro” by Cervantes Numancia, Understanding Poverty by Dr. Ruby Payne

Neida Gotay

Account Executive - WKCF-TV/Estrella TV Orlando

What/who inspires/motivates you? My children motivate me to have a balanced life, to be honest, to sit back and truly enjoy all the little moments that occur on a daily basis. They help me to better understand that at the end of the day, when all of this (my professional life) is said and done, all I really have that I’m most proud of is my family. There is nothing more important than that.

What do you consider your biggest failure? And what did you learn from it? I don’t have failures. I had chances to begin again, with more wisdom. Favorite Quote/Refran: “Now and then it’s good to pause in our pursuit of happiness and just be happy” - Guillaume Apollinaire Favorite Book: Random Family by Adriana Nicole Leblanc

Efren Leyva Acevedo

Mexican Consul - Mexican Consulate of Orlando

What/who inspires/motivates you? My inspiration is the Mexican people. Their dreams. Their shortcomings. Their inspirations. Their history and the role they play as protagonists, to build a better future together here in the United States and in Mexico. What do you consider your biggest failure? And what did you learn from it?  I believe that failure comes when you stop fighting, I have not

stopped working to achieve my goals ever, I have fallen but always get up and still I keep  an ongoing fight. Favorite Quote/Refran: “Nada es imposible cuando hay voluntad y ganas de hacerlo.” Favorite Book: The Art of War by Tsun Tzu; The Adventures of Don Quixote de la Mancha by Miguel Cervantes. Hispanic Chamber of Commerce of Metro Orlando

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Maria Matilde del Pilar Londoño Jaramillo Colombian Consul - Colombian Consulate of Orlando

What/who inspires/motivates you? The needs of the community, the love for

what I do, and the common good.

What do you consider your biggest failure? And what did you learn from it? I wouldn’t call it a failure, I believe that adversities are opportunities for change, restructuring and rethinking the way of life. In my case, the great pain of having lost my husband at the early age of 53 years, was an opportunity to open up to a new life, the life of service for which I was born for. Favorite Quote/Refran: “No hagas a nadie lo que no quieres que te hagan a ti.” Favorite Book: The Tibetan Book of Living and Dying by Sogyl Rimpoche

Kimberly Lopez Attorney - Akerman LLP

What/who inspires/motivates you? The ability to one day show my children

the results of hard work and dedication is always a motivating factor for me to keep my eye on the goal. I learned so much from my parents about work ethics and the reality that “”anything in life worth having, is worth working hard for.”

What do you consider your biggest failure? And what did you learn from it?  Surely, there have been missteps along the way, but I always try to learn

from them. If I can learn from a mistake, then I do not consider it a failure.  I try to consistently improve by taking and applying feedback and criticism. Favorite Quote/Refran: “Dime con quien andas y te dire quien eres.” Favorite Book: To Kill a Mockingbird by Harper Lee and Gone Girl by Gillian Flynn.” 14 | Visión

Hispanic Chamber of Commerce of Metro Orlando

Marcos R. Marchena Senior Partner Marchena and Graham, P.A.

What/who inspires/motivates you?

I am motivated by ensuring the safety and well being of my family,  friends and  employees. I am inspired by people like Yoani Sanchez, who put themselves at personal risk for the sake of freedom. What do you consider your biggest failure? And what did you learn from it? My biggest failure is allowing daily

life to get in the way of dedicating more time to fight for freedom and democracy in Cuba.  I have learned that to achieve big goals, one must endure big personal sacrifices.

Favorite Quote/Refran: “Give a man a fish and feed him for a day. Teach a man to fish and feed him for life.” Favorite Book: Any history book. Too many favorites to mention

BEST RELIABILITY IN FLORIDA 15 YEARS IN A ROW – Based on 2012 data provided to the Florida Public Service Commission

OUC—The Reliable One is proud to power one of the fastest-growing cities in the U.S. That’s why for the 15th year in a row, we have lived up to our name by providing the most reliable electric service in Florida and finishing well ahead of the state’s investor-owned utilities in key performance areas that measure overall electric distribution reliability.


Hispanic Chamber of Commerce of Metro Orlando

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Hispanic Chamber of Commerce of Metro Orlando

Luis Martinez-Alicea

Gaby Ortigoni

Director of Multicultural Affairs - City of Orlando, Mayor Buddy Dyer

What/who inspires/motivates you? What motivates me is my desire to accomplish my dreams, help my community and leave a legacy to new generations. The person who inspires me is my Mom; she passed a few years ago but she is still a part of my life. It is a spiritual connection that never dies. What do you consider your biggest failure? And what did you learn from it? Several years ago, I was the spokesman for the advertising campaign of a recognized automobile brand. One day, I went to tape a TV commercial and they told me “We don’t need you anymore.” From that moment on, I realized that nothing in life is forever. We must live in the present, do our best and not let the titles define who we are. Favorite Quote/Refran: “Ningún soñador es pequeño, ni ningún sueño es demasiado grande.” Favorite Book: La Ley de la Atracción by Alberto/ Callegari Marpez & The Purpose Driven Life by Rick Warren.

Rafael Mena

Chief Information Officer - Orange County Government

What/who inspires/motivates you? My family has always played a major role in my life. My father inspired and guided me to be the best, and more importantly, he believed in me. He said I could become whomever I wanted and he always maintained that the only person that can limit you, is you. My father instilled in me strong core values of hard work, dedication, discipline and education. Being able to focus on issues that are impacting our society and how we can utilize technology to solve and enhance the quality of life for our citizens and visitors in Central Florida motivates me to come to work every day. What do you consider your biggest failure? And what did you learn from it? During a high profile technology consolidation project, key data was lost causing a major impact to the operations of the enterprise. While the team I assigned to this project had the experience, expertise, and had done similar projects before, I failed to validate the accuracy of the data provided to me during a major project milestone. As a leader, the most important asset that you have is the people that work for you and being able to clearly communicate the goals, objectives and responsibilities. These are key to the success of any endeavor you undertake in life. Favorite Quote/Refran: “Quien a buen arbol se arrima, buena sombra le cobija” & “Todo lo que brilla no es oro”

Manager of Community Relations OUC The Reliable One

What/who inspires/motivates you? People who transform their adversities into strengths and opportunities to serve others. My mom has been a living example and one of my main sources of inspiration. In addition to my mom, Janet Eckles who lost her sight at the age of 31 and was able to transform this into an opportunity to inspire others. And Dr. Antonia Novello who suffered from a critical health condition but used this adversity to dedicate her life to medical service and became the first woman and Hispanic to serve as US Surgeon General. What do you consider your biggest failure? And what did you learn from it? At the beginning of my career, I got fired from a job I really enjoyed. I was devastated, However, six months later I was working for the Florida Legislature in Orlando and Tallahassee with some of the most influential people in Florida. This taught me that failures are just opportunities to develop your character and open your heart and mind to new possibilities. Favorite Quote/Refran: “Everything you ever wanted is on the other side of fear.” Favorite Book: The Power of Intention by Dr. Wayne W. Dyer and Jonathan Livingston Seagull by Richard Bach and Russell Munson 

Favorite Book: One Hundred Years of Solitude by Gabriel Garcia Marquez Hispanic Chamber of Commerce of Metro Orlando

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Camila Pachon-Silva

Immigration Attorney Legal Aid Society of the Orange County Bar Association

What/who inspires/motivates you? My parents are my primary source of inspiration. Their sacrifice, love, and perseverance will always be the driver of my motivation. What do you consider your biggest failure? And what did you learn from it? During my last year of law school, looking at my mounting student debt, I decided to diverge from immigration law and apply to the regular large law firm and corporate positions I never envisioned seeking,in areas of law I had no interest in. After rounds of stale interviews, during which I could not convey in a persuasive manner my desire for these incompatible positions, I did not receive an offer. It was clear that my desire for a big paycheck could never replace my passion for immigration law. I learned that having enough money will always be important, however, money will never motivate me if I lack passion and believe in what I am doing and that in fact it is this passion that brings about success. Favorite Quote/Refran: “Injustice anywhere is a threat to justice everywhere. We are caught in an inescapable network of mutuality, tied in a single garment of destiny.  Whatever affects one directly, affects all indirectly.” - Martin Luther King, Jr. Favorite Book: My Beloved World by Sonia Sotomayor; Cien Años de Soledad (One Hundred Years of Solitude) by Gabriel Garcia Marquez.

Maria Padilla Editor - La Prensa

What/who inspires/ motivates you? I aspire to do a job well done with each and every issue of the newspaper, no matter how big or small the paper I am working at (and there have been six!).  Sometimes you hit that high note, sometimes you don’t. However, you have to start with an ambitious goal. What do you consider your biggest failure? And what did you learn from it? I was once an editor at a newspaper that was sold. It was deflating but I learned that I wouldn’t always get to finish what I started, through no fault of my own. I learned to let go.  Favorite Quote/Refran: “Those who do more, do more” Favorite Book: Devil in the Grove by Gilbert King; This is How You Lose her by Junot Diaz & Pioneros: Puerto Ricans in New York City 1892-1948 by Felix Matos Rodriguez

Rafael Palacios

Editor El Sentinel at Orlando Sentinel

What/who inspires/ motivates you? I was very fortunate to have the best grandparents in the world.Growing up, Josefina and Ramon were always there to help me out with projects as a child, or by saving newspaper clippings of my stories as a professional reporter in Venezuela. They were both extremely generous people and were always there to share a good laugh. What do you consider your biggest failure? And what did you learn from it? Back in Venezuela, my beat as a reporter was business. I wish I had followed some of the advice I used to give to readers and radio listeners back when the economy was about to crash. I learned that sometimes it is important to take time to read again and again what you publish. Favorite Quote/Refran: “Mas vale Pájaro en mano que 100 volando” Favorite Book: Don’t Say Yes When You Want to Say No by Herbert Fensterhiem; Who moved my Cheese by Spencer Johnson and The Little Prince by Antoine de Saint-Exupery

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Hispanic Chamber of Commerce of Metro Orlando

Christina Pinto

Partner - MPC Wealth Management

What/who inspires/motivates you? I am inspired by my family, mostly my mother who sacrificed everything she and my father had in Cuba to allow me to have the opportunities this country offers. I am also motivated by my dear friends (the family one chooses), as they are an integral part of my daily life and giving back to our community by helping others. What do you consider your biggest failure? And what did you learn from it? I would say I have more of a regret than a failure, and that is to not have enjoyed my college years more. I lived at home, worked, and commuted to UCF and therefore didn’t have the chance to experience the “true” college life. I would encourage everyone to take advantage of this time in your life as you’ll have plenty of years to work. Favorite Quote/Refran: “Don’t compare your life with others, you have no idea what their journey is all about.” Favorite Book: Tuesdays with Morrie by Mitch Albom

Orlando Portalatin

Human Resources Manager - Orange County Government

What/who inspires/motivates you? I have learned to find motivation in the everyday. My daily interaction with others, addressing challenging situations, and the need to take risks are constant reminders of the dynamics of life. The one who inspires me the most is Jesus of Nazareth, a king and a leader whose message of love and peace continues to challenge who I am and what I stand for. What do you consider your biggest failure? And what did you learn from it? My biggest failure was a period in my life when I avoided making important career decisions because I was afraid of the unknown. Fear was stifling my thinking and my ability to take risks. Today, if I am not taking a career risk, I am not fulfilled. When I experience fear, I realize that I am being challenged. Favorite Quote/Refran: “Be Kind to each other: It is better to commit fault with gentleness than to work miracles with unkindness.” -Mother Teresa Favorite Book: The Seven Storey Mountain by Thomas Merton

Julio L. Rocha, MBA

Partner & Senior Financial Advisor - Rocha Financial Group, LLC

What/who inspires/motivates you? My beautiful wife, Yasmin, my gorgeous daughter, Eva, and handsome son, Lucas motivate me to wake up every morning and do everything in my power to take over the world. What do you consider your biggest failure? And what did you learn from it? One of the challenges I have faced is my stuttering. It’s a quality I have had since birth that through practice and speech therapy I have learned to work with in my personal and business life. Learning to work with and embracing my stuttering showed me that with perseverance and the help of professionals, one can overcome anything. Favorite Quote/Refran: “Aim for the moon, even if you miss, you will land among the stars”. Favorite Book: The Tipping Point: How Little Things Can Make a Big Difference by Michael Gladwell

Hispanic Chamber of Commerce of Metro Orlando

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COUPLES Carlos Diez-Argüelles & Maria Tejedor Attorneys - Diez-Argüelles & Tejedor

What/who inspires/motivates you? Carlos: My wife. Maria: We have the privilege of representing children with Cerebral Palsy every day and their courageous parents their hope and perseverance is inspirational. What do you consider your biggest failure? And what did you learn from it? Carlos: My biggest failure has been divorce. The lesson I learned is that marriage is something that needs to be worked on daily and can never be taken for granted. Maria: Not marrying my husband sooner. I learned when you see a good thing, make it yours. What makes your personal and business relationship successful? Carlos: We both know each other’s strengths and weaknesses and as a result we can better serve our clients. Maria: Having a passion for the underdog. Favorite Quote/Refran: Carlos: “It’s a fool that looks for logic in the chambers of the human heart.” Maria: “It’s not the critic who counts, the credit belongs to the man in the arena.” -Theodore Roosevelt Favorite book: Carlos: David and Goliath by Malcolm Gladwell and Sycamore Row by John Grisham Maria: Sermon on the Mount by Emmett Fox and Good to Great by James Charles Collins What superpower as a couple would you like to have? Mind Reading.

Arnaldo & Yanet Herrero Owners - King Services Solutions, LLC

What/who inspires/motivates you? French writer Michel Eyquem once wrote, “The value of life lies not in the length of days, but in the use we make of them; a man may live long yet live very little.” You can spend your life anyway you want, but you can spend it only once.  This is what keeps us motivated. What do you consider your biggest failure? And what did you learn from it? Putting everything into one basket; diversify and learn to reinvent yourself. What makes your personal and business relationship successful? We love to discover and develop new ideas, and we are constantly asking ourselves, “Are we doing the best we can? Are we doing the very best to represent our team?” Favorite Quote/Refran: “El coco baja solo!” Favorite book: Arnaldo: It’s your Ship by Captain D. Michael Abrashoff Yanet: Servant Leader by James C. Hunter What superpower as a couple would you like to have? The power of time travel!

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Hispanic Chamber of Commerce of Metro Orlando

Michael & Karina Pastrana Owners - Happy Paws Pet Resort

What/who inspires/motivates you? Michael: My greatest motivation and inspiration is my family; my kids, my wife and my dogs. They provide me with the energy to cram 30 hours of work in a 24 hour day. Karina: Dogs and children inspire me on a daily basis. I work with dogs that have different disabilities, or sicknesses and I am always amazed at how they never let that stop them from enjoying life. Children also seem to look for the good in everything and every situation. What do you consider your biggest failure? And what did you learn from it? Michael: I tried many ventures in my life, but I was not driven or passionate and did not succeed. Those failed ventures helped me understand that to be successful in business you need to be passionate about it too! It’s easy to get caught up in good margins and potential sales, but to be successful, it’s much more than just the numbers. Karina: I misused my time in college trying to figure out my “future”. I switched career paths three times. I learned to not let fear and insecurity determine my goals. What makes your personal and business relationship successful? We both know each other’s strengths and weaknesses very well. Both of us play different roles in the business; however, any big decision is never made without consulting each other. Favorite Quote/Refran: Michael: “Setting goals is the first step in turning the invisible into visible.” -Tony Robbins Karina: “Too many of us are not living our dreams because we are living in our fears.” - Les Brown Favorite book: Michael: Before you quit your job by Robert Kiyosaki and Sycamore Row by John Grisham Karina: The Art of Racing in the Rain by Garth Stein and The Bible What superpower as a couple would you like to have? Michael: I would love to fly, I hate being stuck in traffic Karina: I would like to have the ability to read minds

Hispanic Chamber of Commerce of Metro Orlando

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Laura & Ruben Perez Owners - Zaza New Cuban Diner

What/who inspires/motivates you? We have both been inspired by our parents.  Their example of hard, honest and ethical work taught us that even with humble beginnings one can achieve whatever is desired.  That also gives us the passion to pass on that legacy to our own children, nephews and nieces. What do you consider your biggest failure? And what did you learn from it? We never view negative occurrences in our lives as failures.  Whenever we have made bad financial or work decisions, they were ultimately valuable learning experiences. What makes your personal and business relationship successful? In business, decisions are made daily that are not personal and cannot be made based on nepotism. Keeping these two roles of being husband and wife and coworkers separate is paramount to our success. Favorite Quote/Refran: Ruben: “You can get anything you want out of life, as long as you help other people get what they want out of life.” Laura: “Con Dios, todo se puede.” Favorite book: Ruben: The Four Disciplines of Execution by McChesney, Covey and Huling and The Seven Habits of Highly Effective People by Stephen Covey. Laura: The Bible. What superpower as a couple would you like to have? Not needing sleep would do us a world of good!

Luis & Lorena Quiroz President/Owners - Royal Press

What/who inspires/motivates you? Our children are the ones who motivate us. They are the ones that remind us on a daily basis of our purpose and our mission as parents and entrepreneurs. What do you consider your biggest failure? And what did you learn from it? In 2006, we saw an opportunity to acquire another printing company. That acquisition turned out to be very different than what we planned when we did our due diligence. This caused us a huge financial loss, and a lot of distress. What we learned from that experience was to review more in depth the whole company not only the numbers, and to make sure to keep our mission and goals at the forefront of everything we do. What makes your personal and business relationship successful? We both have a huge respect for each other and for everyone around us. We also know which are our strengths

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Hispanic Chamber of Commerce of Metro Orlando

and opportunities, and we allow each other to fill in the gaps when needed. We make an effort to not to take ourselves too serious, and always have humor in our lives. Favorite Quote/Refran: Luis: “La constancia vence lo que la dicha no alcanza.” Lorena: “If you think you can’t, you won’t; if you think you can, you might.” Favorite book: Luis: I like to read trade magazines and technical books that give me the information to stay ahead of the industry. Lorena: I would have to say Harry Potter, I read the whole series What superpower as a couple would you like to have? Teleportation, it would be great to go from one place to another in no time as it would allow us to spend more time with the kids and also visit more clients during the day.

Tanya Easterling A Gem in our Community! Story by George Fournier. Photo by Daniel Kuykendall

Someone recently described Tanya Easterling as “the classiest, kindest, and most noble human being I have ever had the pleasure to meet.” How does someone live up to such glowing praise? Diana Bolivar, the president of the Hispanic Chamber of Commerce of Metro Orlando, is the person who confidently spoke those words. Others, who have had the opportunity to meet and work with Tanya, are equally confident and generous in their praise. Tanya uses another word to describe herself. Her word is “servant.” She prefers to remain behind the scenes, out of the limelight. She also prefers to find places and circumstances where she can do the most good. That is, perhaps, the most important reason that she and the Hispanic Chamber found each other. When she graduated high school, Tanya had her sights on a career in broadcasting. While on her first reporting assignment, she had a change of heart. “I was covering a house fire. It was a very hot assignment,” she recalls. In addition to the discomfort, Tanya was swayed by the realization that the field of public relations would provide her access to the media without standing in front of a camera. In the field of public relations she could present stories about the good things people and organizations are doing. Among the good things she wanted to present was the work of the Hispanic Chamber. When offered the opportunity to join the Chamber’s Board of Directors, she quickly accepted. Referring to the Chamber’s staff and volunteers, she says, “I feel there is a passion and a commitment to the work they do. It’s not just doing things because they drive revenue, but also because they are the right thing to do for the community.” Doing the “right thing” well describes Tanya’s approach to her career and to her current position as Senior Manager, Market Development at Florida Blue. Her Fridays at work are unofficially called “Expo Fridays,” so named because of her work as the chairperson of the steering committee of the annual Hispanic Business and Consumer Expo. According to Diana Bolivar, Tanya’s first year as chair convinced everyone that she should return for a second year. “She revitalized the Expo with her innovativeness, hard work, and her recruitment and leadership of highly committed volunteers,” says Bolivar. Tanya also served on the Board of the Hispanic Heritage Scholarship Fund. She considers herself privileged to have played a role in helping deserving Hispanic students realize their dream of going to college and achieving lives of fulfillment and success. Tanya, who does not speak Spanish, initially had some reservations about serving in an organization that had “Hispanic” in its name. Her concerns were quickly put to rest as she found herself welcomed by a board and staff who warmly received her into the family. “I have a desire to make a difference,” says Tanya. And everyone who has ever met her agrees that she has.

Hispanic Chamber of Commerce of Metro Orlando

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“I want to help those younger professionals who are just starting out and want to expand their networks”

STATE OF THE CHAIR Jose Cerda, Chairman of the Board

The Road to the chair

When Chilean-born Jose Cerda ventured to Jacksonville, Florida to attend the University of North Florida in the early 1980s he had no idea that it would lead to a career full of being an advocate for both Florida and his Hispanic community.

“I got introduced to Ramon Ojeda at the chamber by Marino Rodriguez,” explains Cerda. “He used to work for agency management and brought me in” Since that initial introduction, Jose’s involvement with the HCCMO has evolved from a volunteer at the Hispanic Business and Consumer Expo to becoming an Ambassador for the chamber and eventually leading the group of ambassadors. Cerda’s natural leadership qualities even gave him the opportunity to oversee the Expo as chair one year, a feat that requires passion, dedication and diligence.

Soon after graduation, Cerda began working at a Jacksonville Enterprise Rent-a-car and was eventually promoted to branch manager. In 1991, Cerda began what would be his lifelong career with the company State Farm Insurance. Starting out in their regional branch in Jacksonville, three years later, he relocated to Orlando with the company. “For the past 12 years I’ve been an independent agent with State Farm”, Cerda explains. Being an entrepreneur is an essential trait that is evident in both his personal work and the dedication to the Hispanic Chamber of Commerce of Metro Orlando. 24 | Visión

Hispanic Chamber of Commerce of Metro Orlando

However, it didn’t all happen overnight, Jose has loyally been around to see the HCCMO grow throughout the years “When I first started with the chamber over 9 years ago, there were only about 800 members” states Cerda, “This year alone we saw a 13 percent membership increase and have over 1400 members” Partly thanks to Diana

Story by Shélika Báez. Photo by Jonathan Aponte

Bolivar’s efforts, he believes. When asked what his favorite part of being involved in the chamber he replies, “You meet people from all walks of life that you probably wouldn’t meet otherwise”.

The voice of HCCMO abroad This past year, a group of 26 members and leaders, including Jose, took the gospel of HCCMO abroad to the exotic lands of Costa Rica “ It was a totally new experience for me”, says Cerda. The team met with businesses and individuals that were interested in expanding to Central Florida however, had no idea where to begin. “Foreign investments in Central Florida means creating new jobs for our Hispanic Community” elaborates Cerda.

His passion for giving back and helping others succeed doesn’t end as chair. Though his time as Board Chair may be coming to an end, his involvement with HCCMO is kicking into high gear. Through the HCCMO, Cerda and the team aim at encouraging and educating young professionals. “I want to help those younger professionals who are just starting out and want to expand their networks, I consider myself an ambassador for the HCCMO wherever I go and try to promote the chamber any time I can.”

“The deeper you get in with the HCCMO you see truly how involved they are with improving Central Florida Hispanic’s economic development.” Hispanic Chamber of Commerce of Metro Orlando

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Protect Your Most Valuable Asset, Your Information! by Brian Doyle, PCNet, Inc., VP of IT and Data Center Services

is common for businesses’ to invest in their own success. These companies provide employee professional development, purchase expensive management systems, and spend on marketing. Yet in most cases their most valuable asset, their intellectual property, is often overlooked.


For individual businesses’ data loss can be catastrophic. The impact to the business, its customers and its reputation can be great….and expensive!!! *93% of companies that lost their data center for 10 days or more filed for bankruptcy within a year. (National Archives and Records Administration) *70% of small companies (fewer than 100 employees) that experience major data loss go out of business within a year. (DTI/Price Waterhouse Coopers) *15% of tape backups are incomplete and 50% fail to restore (Gartner) Many small to mid-sized organizations (SMB’s) lack the controls to adequately secure their data. If a disaster plan exists, it is often untested. The data is vulnerable, but the good news is, it is not too late to fix this issue.

Data Protection Challenges Data Decentralization: There are a number of factors driving the decentralization of corporate data. “Bring Your own Device (BYOD)” initiatives allow for a greater use of tablets, smartphones, and laptops making data portable. Companies are increasing use of outsourcing services or employing teleworkers moving data outside their four walls. Regulatory Compliance: Many companies are governed by regulations dictating how personally identifiable data must be treated. Regulations like the Health Insurance Portability and Accountability Act (HIPAA), Gramm-Leach-Bliley Act (GLBA), and Payment Card

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Hispanic Chamber of Commerce of Metro Orlando

Industry (PCI) state that data must be kept secure and private. All come with strong penalties for non-compliance. Manual Process: For most companies tape is still the primary medium for the backup of critical systems. For many the tapes never leave the office or are taken by an employee for off-site storage. Tape reliability is a concern as the media ages. Reputation Risk: One of the intangible threats a company faces in a data loss event is to their reputation. A substantial data loss or breach can significantly shake your customers’ confidence and a prolonged outage may impact your ability to provide service. Associated costs can include customer notification and credit monitoring, litigation, and settlement costs.

So what can a business do to minimize these challenges? Create a Disaster Plan: The first step to protecting your data is to understand what you will need to do if disaster strikes. Conduct a Business Impact Analysis (BIA) to determine which applications and resources will be potentially lost in a catastrophic event. Automate the Process and Eliminate Tape: Remove the shortcomings of tape backup. Cloud Backup services offer and affordable alternative and can automate backup moving your data off-site without any human intervention. Secure the Data: In choosing a Cloud vendor, assess the security of the solution. Data encryption is a must. You should look for cloud vendors with a solution that is FIPS 140-2 certified (U.S. Government approved computer standard) and stored in a data center with a SSAE16 Type II audit accreditation. Quickly and easily you can protect your data and get back to the business of your business!

TAXES Tax News and Calendar

by Peter A. Hilera, Tax Services Partner. Vestal & Wiler, CPAs

“Taxation with representation ain’t so hot either.”

-Gerald Barzan, humorist

We start off the first quarter of 2014 with lots of activity on the tax calendar, and remember the dreaded April 15th is right around the corner. Don’t procrastinate, do your CPA a favor and get your tax information to him early this year! JAN


– Individuals: 2013 Individual Estimated Quarterly Tax (Form 1040ES 4th Quarter) payments are due, if you did not pay your income tax for the year via withholding.

– Employers/Businesses: Social Security, Medicare and income tax withholding for the month of December are due if the monthly deposit rules applies. – Employers/Businesses: On or before January 31st, provide 31 annual information statements to recipients of certain payments made in 2013. These information statements include Form 1099s and W-2s. File Form 941 for the fourth quarter of 2013 and deposit or pay any undeposited tax. File Form 940 for 2013. If your amount due is $500 or less you can either pay it with your return or deposit it. If it is more than $500 you must deposit the amount due. JAN








– Employers/Businesses: Social Security, Medicare and income tax withholding for the month of January are due if the monthly deposit rules applies.

– All Businesses: File information returns (Form 1096 – Annual 28 Summary and Transmittal of U.S. Information Returns) with the IRS to summarize and transmit the forms for each payment. File Form W-3, Transmittal of Wage and Tax Statements, along with Copy A of All Forms W-2 you issued for 2013. FEB

– Corporations (Form 1120) - Calendar year income tax returns for 17 corporations and payment of tax due on this date. The return can be extended for 6 months using Form 7004 Application for Automatic Extension of Time to File Certain Business Income Tax, Information and Other Returns and deposit any tax due. MAR

– S Corporations (Form 1120-S) – File 2013 calendar year income tax return and pay any tax due. Provide Schedule K-1 to shareholders so they may properly report their share of income on their individual tax returns. The return can be extended for 6 months using Form 7004 Application for Automatic Extension of Time to File Certain Business Income Tax, Information and Other Returns and deposit any tax due. – S Corporation Election (Form 2553) – File Form 2553, Election by Small Business Corporation, to elect to be treated as an S Corporation beginning calendar year 2014. – Employers/Businesses: Social Security, Medicare and income tax withholding for the month of February are due if the monthly deposit rules applies.

APRIL 11 - 13, 2014



For more info call 407.428.5870 or

– Employers/Businesses: If you are filing Forms W-2 electronically, they must be transmitted to the IRS by this date. However, if you are filing these via paper filing, they are due to the IRS on or before February 28th. Regardless of the method of filing the forms with the IRS, the due date for the recipients of such forms is still January 31st. MAR


Hispanic Chamber of Commerce of Metro Orlando

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Hispanic Chamber of Commerce of Metro Orlando


Sales Personality Rush

You don’t... but you know you should! by Millo Aldea - The Sales Personality

Anyone that tells you that a first impression and building rapport is important when meeting prospects is correct. But is it enough to make you valuable, different, stand out and earn a sale? Here are some aspects of prospecting you don’t do to stand out and be perceived as the most valuable person your prospect has ever met. You don’t... place yourself in front of people that can say YES to you. The only reason you don’t do that is because you are not sure how. Why would anyone representing a hamburger joint network at a vegetarian convention even when there are hundreds of people there? Why would anyone selling designer suits mingle at a psychedelic fair? How many qualified prospects can they possibly earn from being in those places? How much do you know that in order to meet people who can say YES to you, you must know who your ideal customer is. Even when you consider sales a “numbers game,” you have to know how to choose the right numbers to play with. You don’t... network effectively! First and foremost, allow me to reveal where you should be networking: Go where your current customers go. If you feel you can’t, it’s because you don’t feel you have built enough of a relationship to do so. By going where your current customers go, you allow your customers to vouch for you and refer you to others on-the-spot. Mentioning places to network - and how to network - is not nearly as important and powerful as ‘hanging out’ with your customers. It builds a stronger relationship with them, and it will earn you more business. This is the most effective, smart and easiest way to network.

the next time you meet. Who does that? Do you? If you give to them, they will give back to you, but someone has to start. Why not you? You don’t... give value first! Make your whole 30 second commercial about THEM! You probably give a lot of “we-we”. We do this... We do that... Most people, if not everyone, want to know what’s in it for them! Your introduction has to include powerful emotional questions that end it terms of “you.” For example, if you offer a weight loss platform, use questions like: When was the last time you felt like you were focusing too much on your work and not on your health? Follow it with: What makes you think that? And then with: How is that working for you? If it’s not about them, might as well pile their business card on top of the rest of the people that won’t return your call. You are not... being brave enough! If you are already networking, do it right and go all the way. Ask for their mobile phone number. Earning their cellphone number is much more powerful than getting their business card with their office number and an email. Friends exchange phone numbers. If the prospect perceives value, he/ she will gladly share their private contact. If you ask for their cell phone number, and they say no, then you will know they are not as interested, and you have work to do. Use it as a temperature gauge. You don’t... set a meeting. You are trying to sell your product or service the first time you meet people, and that is perceived as selfserving and rushed. It is also what most people do and you do not want to come across like most people. Your goal is to set a meeting over the phone or in person, and then, sell your product or service. Sell yourself first! If you uncover how to sell the best person you can be, you will be contagious. People want to meet with influential, contagious and valuable individuals. Is that you? Meet with them! If you are doing all of those things, your phone should be ringing off-the-hook. And since your phone is not ringing as much as you want, why not start with the first suggestion, and move down to the next, once you master it.

You don’t... listen to give. Most people listen to receive, but not to give. If you would listen to what they are most passionate about, you would know how to connect with them on a more personal and emotional level. The way to do that is by asking unique questions about what they do, and hit it out of the ball park by offering them a qualified lead. There is no better gift to a business person than a qualified lead. And the best way to introduce that qualified lead is in person. Preferably, Hispanic Chamber of Commerce of Metro Orlando

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The Main Street Gardener


Here’s to the New Year

by Jerry Ross, National Entrepreneur Center


am always excited to start a new year. Many people claim that I am perpetually excited; however there is just something special about the prospects that a new year presents. Maybe it is the promise of a new beginning and a clean slate, or maybe it is just the possibility that my new year’s resolutions will survive past March this year. However, I believe the real reason I get excited is that after being so reflective during the Thanksgiving holiday, and then experiencing the joy of the Christmas season, a new year represents a great opportunity to start anew and dream big! Entrepreneurs and small business owners could, and should, incorporate a similar process as part of their annual business planning. Taking time to personally reflect on your progress, recalling the joy and excitement of starting your own business, and then allowing yourself to dream big every once in a while can improve your chances of success, and will definitely improve your outlook and attitude. It sounds so simple however in the demanding and high speed world of business ownership, sometimes there doesn’t seem to be much time for anything other than reacting to the needs of the day. Reflecting on our businesses is a healthy way of evaluating progress toward your goals. If we never step back and survey our accomplishments, it may be hard to determine if we are moving forward, or just moving in a circle. Reflection is also a time to celebrate the successes that occurred along the way. Sometimes we achieve a milestone, or experience a big win but don’t have the time when it happens to truly celebrate the victory… or maybe we don’t even realize at the time how big a victory it was. Last but not least, it is also necessary to reflect on what did not go so well. Remember, there is always some room for improvement. Secondly, I believe that joy is a critical ingredient for the long-term success of any business… and is essential for living a healthy life too. Have you have ever seen someone light up when they talk about their business? If so, you have seen the spark and passion that is required to get through the difficult times that every small business encounters. Recalling the reasons we decided to be entrepreneurs can rekindle that same spark, excitement, and joy that makes running the business a passion and not just a job. Life is too short to be miserable all the time, and nobody really wants to work for a grouch either! Find your joy and share it with everyone around you. Lastly, maintaining the status quo is not a formula for business success. Dreaming big, creating new goals, and exploring new possibilities will ignite the creative process. You may know the old saying “If you do what you’ve always done, you’ll get you what you’ve always gotten.” Believe me, it is true. Maybe this is the year that we challenge our teams to go further, reach higher, or maybe even try something completely different. A new economy and a changing marketplace can present many new challenges, but it also represents unlimited opportunities for those with the vision to think big, and the courage to go for it. So, as the new year dawns, you can bet that I will be practicing what I preach because I am confident that if we start right now, we can make 2014 our best year ever!

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Hispanic Chamber of Commerce of Metro Orlando Hispanic Chamber of Commerce of Metro Orlando

The HCCMO had a successful 2013. We had important business and programming, including a trade mission, and strategic alliances. The chamber began the year with the twentieth anniversary of the Hispanic Business and Consumer Expo at the Orange County Convention Center. The Expo featured more than 200 exhibitors, more than 12,000 people and several international pavilions. Keynote speaker, Chi-Chi Rodriguez, inspired us with his message of giving back to your community at the Hispanic Business Conference. Another great accomplishment was our trade mission to Costa Rica. This trade mission opened the door to many opportunities key to Central Florida’s economic development. A direct result of the trade mission, was a collaborative agreement signed last October with the Puerto Rico Products Association. The purpose of this partnership is to promote products and services between Puerto Rico and Central Florida. This year I am pleased to report that we are planning a second trade mission to the island. Our Latin Food and Wine Festival showcased the best of our Latin Cuisine. Cranes Roost Park in Altamonte Springs overflowed with an attendance of over 25,000 people. We closed the year with the 16th Annual Don Quijote Awards Gala organized by the HCCMO and our sister organization HBIF; an event where more than 1,000 people gather each year to recognize outstanding Hispanic civic leaders and businesses. The highlight of that event was the recognition of so many professionals in our community including Rafael and Luisa Medina as the Lifetime Achievement Award recipients for their memorable business trajectory in Central Florida. We are proud of last year’s accomplishments. However, when it comes to creating opportunities and working for our community the work is never done. We will continue to work with enthusiasm for YOU, our members and our Hispanic community in 2014. ¡Feliz Año Nuevo!


President Hispanic Chamber of Commerce of Metro Orlando

Hispanic Chamber of Commerce of Metro Orlando

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The 16th Annual Don Quijote Awards

Leads Group Event

Latin Food & Wine Festival Savor the Night

2013 Trustee Luncheon

The 16th Annual Don Quijote Awards

Latin Food & Wine Festival Grand Tasting

Latin Food & Wine Festival Grand Tasting

Congressman John Mica visits the North Orlando Leads Group

The 16th Annual Don Quijote Awards

HCCMO Team Holiday Lunch

HCCMO Holiday Social

BAH: Orlando Health

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Hispanic Chamber of Commerce of Metro Orlando Hispanic Chamber of Commerce of Metro Orlando

Latin Food & Wine Festival, Don Quijote Awards & more... October - December 2013

B3 Series: Janet Perez Eckles

The 16th Annual Don Quijote Awards

BAH: The Law Office of Marivette Gonzalez

The 16th Annual Don Quijote Awards

The 16th Annual Don Quijote Awards

St Jude Walk

Latin Food & Wine Festival Grand Tasting

BAH: Orlando Health

Ambassadors at the HCCMO Holiday Social

Latin Food & Wine Festival Grand Tasting

Ribbon Cutting: Florida Living Quarters Interior Design

Hispanic Chamber of Commerce of Metro Orlando

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A Look Ahead

by Ian Suárez, Hispanic Chamber of Commerce of Metro Orlando

“Our lives are different from anybody else’s. That’s the exciting thing. Nobody in the universe can do what we’re doing.”


always feel that the best way to start the new year is finding something that will inspire, motivate and help you embark all the new adventures that are awaiting you for the year.

It seems like just yesterday I was writing a column just like this one, predicting (or attempting to) what 2013 had in store for us. Here we are now, once again, figuring out where 2014 will take us both personally and professionally. 2013 was the year of old/new trends. Hashtags are now alive outside of twitter and there’s a list for virtually everything on Buzzfeed. If we want the latest news updates, we don’t go to the tv, we go to twitter. Life’s most precious moments are now captured on Instagram and family videos soon will be part of the Vine culture. We sure live in different times now. This year we saw companies invest more time in developing stronger strategies towards their social media channels. Little by little they are expanding into different channels and finding the correct voice for their brands or products. The role of social media managers is expanding. While previously companies would have a person monitoring social media for customer service inquiries and complaints; we’ll see social media customer service become a thing. Companies will either seek out candidates with previous social media experience, or will start to train existing employees in-house, and we’ll see new job titles pop up for Social Media Customer Service Specialists etc. Move over call centers – your days are numbered… Now that most of the population is on Facebook and most companies have developed their fan pages, is time for them to roll up their sleeves and get to work if they want to see a positive ROI for their business. There are no magic beans or “Social Media for Dummies” that will create a strategy for you. It’s time to set goals, objectives and focus on achievable strategies and tactics that can be implemented within given resources. Business leaders must realize quickly that becoming a social business is a journey, not a destination. With this in mind, as you develop your plan, stay away from trying to purchase affection (or likes). You can’t buy fans, it’s part of your strategy to develop and nurture a relationship that will last. They say that “quality is better than quantity” and that applies on social media as well. You can have a million likes, but if your audience doesn’t

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Hispanic Chamber of Commerce of Metro Orlando

– Patrick Troughton

interact with your message or brand, you are probably not doing it right. In order to develop your brand, you must learn to invest in communities, and the human beings within them. At the end of the day you only get as much as you give. Micro-videos will grow even more in 2014. Not long ago figuring out how to write a message in 140 characters was the biggest concern. With the growth of apps like Vine, Snap Chat and the video integration that Instagram now offers, it seems that micro-videos are easier to create than writing a message. Video is becoming such a crucial part of social media that Facebook is getting ready to roll out new video advertisement as part of their advertising program. LinkedIn, now with over 238 million users, will keep growing as the #1 social media channel for professionals. Now with the new “Influencers Program” you will be able to follow (like on Facebook) other business professionals that inspire you and can help you develop your professional career even further. LinkedIn will be an essential tool for B2B marketers and the most convenient channel to create new business. 2014 will also be the year to focus in local and mobile advertising. Last year we saw a massive growth in both mobile use and mobile advertising. Hand-in-hand with mobile marketing comes location based advertising. As mobile devices become more and more important in the daily lives of consumers (we all know those panic attacks we have when we can’t find our phones), being able to engage with consumers in real-time has also become that much more important. Location based advertising via mobile devices allows brands to do this. In 2014, re-focus your social media marketing strategy on both local and mobile efforts to allow customers to reach you when they need you. While business owners are aware of the necessity of having various social media channels and strategies, I believe 2014 will be the year where a majority will finally understand the necessity to commit the necessary time and resources to their social media efforts. This ever changing world will require businesses to be leading the way, or risk falling behind. #TheEnd

Grab a quick snack and a stroll. Enjoy dinner for two or for 20. Mingle over cocktails. See that band you love, live in concert. Catch the latest movie in state-of-the-art glory. Then dance the night away. You can do it all in one night, and you can do it all in one place – Universal CityWalk®, The Entertainment Capital of OrlandoSM.




Pa r

fl a o ft ri e r da 6 re pm si fo de r n ts

Restrictions apply. Bubba Gump Shrimp Co. TM & © 2013 Par. Pic. Emeril’s ® Emeril Lagasse. Hard Rock Cafe ® Hard Rock Cafe International (USA), Inc. Jimmy Buffett’s ® Margaritaville ® Jimmy Buffett. NASCAR®, NASCAR Sports Grille SM are trademarks of NASCAR, Inc. Pat O’Brien’s, Hurricane Glass logo, Have Fun! and Iron Grill Design ® Pat O’Brien’s Bar, Inc. © 2013 Pat O’Brien’s Bar, Inc. © 2013 AMC. All rights reserved. Hollywood Drive-in Golf and associated logos are trademarks of Adventure Golf Design & Development, Inc. Universal elements and all related indicia TM & © 2013 Universal Studios. © 2013 Universal Orlando. All rights reserved. 257936/0913/AP



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Hispanic Chamber of Commerce of Metro Orlando

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The Hispanic Chamber of Commerce of Metro Orlando offers you the resources that your company needs for healthy growth and strong business connections.

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Hispanic Chamber of Commerce of Metro Orlando

Vision Magazine #17