DATOS AZ BOOK 2016 | 20th EDITION by ARIZONA HISPANIC CHAMBER OF COMMERCE

PRESENTING SPONSOR

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WE DON’T BELIEVE IN BUSINESS AS USUAL. We’re looking for partners who feel the same. For more than 100 years, SRP has kept diversity at the forefront of all aspects of our business. When our business partners reflect our diverse community, everyone benefits. To learn more about becoming an SRP partner, visit srpnet.com/about/procurement/supplierdiversity.aspx.

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WELCOME TO DATOS 2016

“The 20th anniversary of the DATOS publication is a testament to the long-standing and growing influence of the Arizona’s Latino community. SRP is proud to support this effort and the Arizona Hispanic Chamber of Commerce’s commitment to the economic vitality of Arizona for all Arizonans.” —MARK BONSALL, General Manager & CEO, Salt River Project

AZHCC Celebrates 20th Anniversary of DATOS: The State of Arizona’s Hispanic Market The number of Arizona Latinos has nearly doubled in the past 20 years. The population is also expected to become the state’s majority by the end of the next generation and one-fourth of the U.S. population by 2060. On the economic front, Latino-owned businesses in Arizona doubled between 2007 and 2015 and women now own the majority of Hispanic businesses statewide—making Latinas the fastest growing segment of small businesses in the state. By almost any measure, these trends are already having a major impact on the socio-economic makeup of our state, even as Arizona leaders consider how best to develop our future economy. For the last 20 years, the Arizona Hispanic Chamber of Commerce has been committed to furthering the state’s economic development by documenting and interpreting the impact of these trends in our comprehensive annual report, DATOS: The State of Arizona’s Hispanic Market. Since its inception in 1996, the DATOS report has served as a comprehensive and reliable source of fact-based information. It was created so policy leaders statewide would have the best data available to shape Arizona’s economic agenda. We understand that while it’s important to talk about the value of an inclusive society, it is imperative that we make that argument grounded in the type of well-researched data we have proudly provided to you in DATOS for over two decades. In addition to this year’s DATOS conference in Phoenix, we invite you to attend our Sixth Annual DATOS event in Tucson on Oct. 27; the Fifth Annual Business Diversity Summit on Nov. 15, where we will gather to discuss global trade trends and opportunities; and our 25th Annual Bud Shootout Golf Tournament on Dec. 9 (proceeds fund our college scholarship program aimed at growing the pool of Latino business, STEM and public policy graduates). Through the DATOS reports, eight other research publications and more than 50 other annual networking and training events, the Arizona Hispanic Chamber of Commerce has committed to serve as the state’s leading advocate for Hispanic consumers and business owners, all as part of a wider effort to promote Arizona’s future economic development and global competitiveness. Thank you for your support and for joining us to celebrate the 20th anniversary of DATOS: The State of Arizona’s Hispanic Market. Respectfully,

Gonzalo A. de la Melena, Jr.

Yolanda France

President & CEO Arizona Hispanic Chamber of Commerce

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Director, Customer Contact Operations Salt River Project (SRP)

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EDITOR’S LETTER

Welcome to the 20th anniversary edition of DATOS: The State of Arizona’s Hispanic Market. Since 1996, DATOS has demonstrated the Arizona Hispanic Chamber of Commerce’s commitment to the research and distribution of timely and reputable market intelligence on the economic impact of Arizona Latinos. Today, we are proud to say that DATOS is the single most comprehensive compilation of secondary research on Arizona’s Hispanic consumers. In recent years, the Chamber has also branched out to produce primary research reports. As of 2012, we have released eight other publications, including the Minority Business Enterprise Report and three supplements on women-owned, family-owned and Hispanic-owned businesses. In 2013, we launched a white paper series exploring best practices on a range of topics, such as supplier diversity, employee resource groups and environmental sustainability. The Chamber’s white paper on global trade will be released at our Business Diversity Summit in November. All of the research we conduct is designed to inform and educate public policy and private industry leaders, not through emotional argumentation, but by presenting verifiable facts that weave the important story about Latinos thriving in Arizona and the countless ways we contribute to the entire state’s prosperity. The Chamber envisions expanding this work to cities nationwide via our chamber affiliates. The true narrative we are building and living is that Latinos are a driving economic force that is reshaping the American mainstream. In the four years I have been honored to serve the Chamber, I have collaborated with our amazing staff, interns and DATOS Committee to bring you reliable data you can use to make better informed business decisions. Without the help of these talented subject matter experts and the time they volunteer for this project, DATOS would not be as detailed, robust and well regarded. Looking back, we know the legacy of DATOS is far greater than any one person or committee. So we thank the publication’s visionary founders for having had the foresight to understand the needs of the market required a careful and comprehensive documentation of our community’s ongoing economic impact. To our readers and supporters, I am inspired by your enthusiasm to embrace DATOS year after year, and I promise the Chamber will continue to provide the best research available so together, we can create the best Arizona ever! ¡VIVA DATOS! ¡VIVA ARIZONA! Abrazos,

Mónica S. Villalobos

Vice-President, AZ Hispanic Chamber of Commerce Editor, DATOS: The State of Arizona’s Hispanic Chamber

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ACKNOWLEDGMENTS 2016

DATOS 2016 CONTENT COMMITTEE (LISTED IN ALPHABETICAL ORDER BY COMPANY/ORGANIZATION)

Christina Tellez

Marjorie DeRubeis

Jorge Luna

Eduardo Esparza

Edyta Koscielniak

Susana Lopez

Jerry Romo

Victor Holland

Luis R. Soto

Ruth Soberanes

Laura Fullington

AAA ARIZONA

COLLEGE SUCCESS ARIZONA COX COMMUNICATIONS

APOLLO EDUCATION GROUP

GEOSCAPE

ARIZONA DIAMONDBACKS ARIZONA-MEXICO TRADE COMMISSION

Susan Carlson

MACERICH

Alana Chavez Langdon MARICOPA ASSOCIATION OF GOVERNMENTS

ARIZONA MINORITY EDUCATION POLICY ANALYSIS CENTER

Kerry Mitchell

Alberto Reyes-Olivas

MARICOPA COUNTY COMMUNITY COLLEGE DISTRICT

ASU CONGRESSMAN ED PASTOR FOR POLITICS & PUBLIC SERVICE

Andrea Whitsett

Eric Diaz

ASU MORRISON INSTITUTE FOR PUBLIC POLICY

VANTAGE WEST CREDIT UNION

Glenn Iwata

WESTGROUP RESEARCH

ARIZONA STATE UNIVERSITY EDUCATION CASE STUDY LEAD BY -

Dr. David Garcia

Associate Professor Mary Lou Fulton Teachers College Director of Research Arizona School Boards Association Arizona School Business Officials

Greg Fresquez

ALL FORTE BRAND CONSULTANTS

PHOENIX INTERNATIONAL RACEWAY

Gonzalo A. de la Melena, Jr.

Jessica Gonzalez

James E. Garcia

Michele Valdovinos

Carmen G. Martínez

Yolanda France

AZHCC

PHOENIX PUBLIC LIBRARY

GENERAL DEMOGRAPHICS LEAD BY -

Dr. Loui Olivas

Emeritus Professor Adjunct Faculty School of Transborder Studies

REPUBLIC MEDIA

AZHCC

SALT RIVER PROJECT (SRP)

AZHCC

Dr. Raquel Gutierrez

Monica S. Villalobos

VITALYST HEALTH FOUNDATION

Dr. Maria R. Chavira

AZHCC

Catherin Vargas

BLUE CROSS BLUE SHIELD OF ARIZONA

THE ROMAN CATHOLIC DIOCESE OF PHOENIX

Marla Bauer

Jaime Boyd

James Montoya

Kevin Norgaard

BLUE CROSS BLUE SHIELD OF ARIZONA

UNIVISION

STUDENT RESEARCHERS

Carolina Aguirre Accountancy Major

Felipe Corral

Communications Major

Axel Martinez

Communications Major

Flor Uribe

Accountancy Major

UNIVISION

PRODUCTION TEAM Monica S. Villalobos Editor James E. Garcia Associate Editor Carmen G. Martínez Creative Director K aren Murphy Copy Editor/Proofreader Aurelio Herrera Intern/Research Analyst

VALLEY OF THE SUN UNITED WAY

Anabel Aportela

OYE! INTELLIGENCE

Melissa Gamez

CITY OF PHOENIX

VALLEY METRO

TERMINOLOGY AND RESEARCH

Miguel Angel Lopez Gonzalez Intern/Research Analyst Lisa Martinez Lopez Intern, Executive Services Paul Padilla Intern, Journalism Eric R ascon Lead Intern/Research Analyst Esteban Rodriguez Intern, Events

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In DATOS 2016, the terms Hispanic and Latino are used synonymously, as are Native American and American Indian and African-American and Black. White, nonHispanic is sometimes referred to as non-Hispanic white. Hispanics may be of any race. The information presented here was selected from standard secondary sources. However, data changes quickly and is not always collected annually. Data often offers a static picture of an ever-changing situation. The numbers calculated for any statistic depend on the definitions and assumptions used to produce them.

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POWER YOUR BRAND WITH TV, RADIO, DIGITAL, AND SOCIAL. ALL UNDER ONE ROOF.

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TABLE OF CONTENTS CHAPTER

HIGHLIGHTS

PAGE

1 2 3 4 5 6

PURCHASING POWER CONSUMER TECHNOLOGY LANGUAGE & MEDIA HEALTH BUSINESS & WORKFORCE

8 35 81 108 135 167

SECTION II: CONSUMER DEMOGRAPHICS

7 POPULATION 8 EDUCATION 9 HOUSING 10 IMMIGRATION 11 TRADE WITH MEXICO

191 215 229 241 256

SECTION III: POLITICS

12 POLITICS

268

SECTION I: CONSUMER BEHAVIOR

RESOURCES

NOTES: • THIS IS A COMPREHENSIVE COMPILATION OF SECONDARY RESEARCH MADE AVAILABLE TO THE AZHCC FROM VARIOUS SOURCES. IT IS EITHER PUBLIC INFORMATION OR USED WITH PERMISSION FROM THOSE SOURCES. •

PLEASE NOTE THAT THIS IS A SEARCHABLE PDF AND BY CLICKING CTL-F, A SEARCH BOX WILL APPEAR TO LOCATE ANY WORD OR PHRASE.

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For more information or any questions, please contact the Arizona Hispanic Chamber of Commerce (AZHCC) at info@azhcc.com or 602-279-1800.

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Building on a legacy of service The Pastor Center honors Congressman Ed Pastor and his service to Arizona and the nation. The Center serves as a dynamic, studentcentric hub of activity that promotes political engagement and public service among ASU students and the broader community. Your financial support will help the Center develop a new generation of leaders to take on the challenges facing our communities. asufoundation.org/pastorcenter

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DATOS AZ 2016 HIGHLIGHTS

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There are more than 2.1 million Hispanics in Arizona, 30.3 percent of the total population.

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The Hispanic population in Arizona tripled between 1990 and 2015 and is predicted to reach majority status by the end of the next generation.

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There are more than 56 million Hispanics in the United States, 17 percent of the population. That figure could grow to nearly 120 million nationwide by 2060.

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In February 2016, there were more than 625,000 Latino registered voters in Arizona, and 433,000 Hispanics are expected to vote on November 8.

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Nationally, more than 13 million Latinos are expected to cast a ballot in November.

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Hispanic purchasing power in Arizona is an estimated to reach $42.5 billion in 2016. (Earlier estimates indicated that it would reach $50 billion last year but were revised downward by the University of Georgia’s Selig Center for Economic Growth based on the state’s economic crash and a dramatic drop in net immigration to the state, particularly between Arizona and Mexico.)

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Hispanic purchasing power nationwide was estimated at $1.5 trillion in 2015, roughly equivalent to the GDP of Australia, and forecast to grow to $2 trillion by 2020.

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The number of Hispanic-owned businesses soared 70 percent from 52,667 to 89,673 between 2007 and 2012. Based on the compounded growth trend for that period, there are now estimated to be more than 123,000 Hispanic-owned firms in Arizona.

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A majority of Hispanic-owned businesses in Arizona today (more than 66,000) are owned by Hispanic women, who are the fastest growing segment of small businesses nationwide.

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Hispanic children will be a majority of all K-12 students in Arizona by 2020.

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25 percent of all children in the United States today are Hispanic, and 92.7 percent of Hispanic children in the country U.S. citizens.

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Research by the National Center for Health Statistics show Latinos live longer than any other population group in the country, 81.2 years.

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The percentage of U.S. Hispanics who are uninsured dropped from nearly 39 percent to 28 percent from 2013 to 2016, due to the improving economy and the passage of the Affordable Care Act.

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In 2015, the rate of Hispanic homeownership in the U.S. grew from 44.5 percent to 46.7 percent.

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Trade between Arizona and Mexico reached $18 billion in 2015.

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CONSUMER BEHAVIOR “The first DATOS focused on the Hispanic Market from a macro and micro perspective. It was produced at a time when information about population groups was limited and dated. We do know, thanks to the U.S. Bureau of Census, that in 1996 the U.S. Hispanic population was 30 million, with a purchasing power of $300 billion. Thanks to technological improvements such as real-time data reports provided by the Census and the growth of research, reports featuring Hispanics are now much more common. A plethora of resources to include research centers, institutes and corporate-driven initiatives are providing in-depth information about the growing Hispanic market. For the past 19 years, I’ve had the privilege of working with the staff of the Arizona Hispanic Chamber of Commerce and presenting features of the annual DATOS Report. The array of talented speakers have shared their expertise, insights and value about the fastest growing market in America—Hispanics. Our annual DATOS breakfast audience has grown from about 75 in 1996 to well over 1,000 this year, with each DATOS report providing a richer database and more siloed and comprehensive features about the nuances of the Hispanic consumer. I congratulate the Arizona Hispanic Chamber of Commerce for its leadership, commitment and dedication to producing an incredible annual DATOS report. No other Hispanic Chamber in America and/or research unit—private or public—produces produces a singular report capturing the multiple facets of the Hispanic Market.” DR. LOUI OLIVAS Emeritus Professor W.P. Carey School of Business Arizona State University Co-Founder, DATOS

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CONSUMER BEHAVIOR Distinct Characteristics Of Latino Consumer Reveal Growing Shopping Potential Some call it the rise of the ‘Hispanic Super Consumer.’

Hispanics now account for 1 of 5 new businesses across the country—a percentage that exceeds their representation in the population.

Hispanic consumers in the U.S. exhibit distinct characteristics that speak to an enormous potential behind the community’s purchasing clout.

The Hispanic community also has become a workforce powerhouse, accounting for 66 percent of the growth in the labor force between 2000 and 2015. And, despite having faced double-digit unemployment rates at the peak of the last recession, the Hispanic unemployment rate nationwide has dropped to 5.4 percent. Experts say Hispanics will account for 11 million out of the 14 million new positions created in the U.S. economy between 2016 and 2034.

Much of this Super Consumer quality is driven by the sheer population growth among U.S. Hispanics. In Arizona, for instance, the number of Hispanics tripled between 1990 and 2015 from about 700,000 to more than 2.1 million people—or more than 30 percent of the state’s population. Nationally, the Hispanic population will grow by more than 85 percent between now and 2050, according to U.S. Census Bureau estimates. At the same time, the number of non-Hispanic whites will drop by about 40 percent.

These trends seem to be feeding relative optimism in the Latino community about the future of our nation’s economy. One recent study found that 81 percent of Hispanics versus 61 percent of the general public were optimistic about the future of the economy.

Couple this rapid Hispanic population growth with increases in educational attainment, growing average incomes and the parallel growth of the Hispanic middle class and it should be no surprise that Hispanic buying power is growing by leaps and bounds.

The future is also looking brighter to Latinos between 18 and 29. Fully 48 percent of them in 2015 said their future looks excellent or good, as compared to 21 percent who felt the same way in 2009.

U.S. Hispanic buying power grew to $1.5 trillion in 2015, the largest of any major minority group in the U.S. and a figure that is roughly equivalent to the gross domestic product of Australia. The buying power of Hispanics is expected to grow another 33 percent by 2020.

One key characteristic of so-called Latino Super Consumers is their longevity in the marketplace. Research by the National Center for Health Statistics shows Latinos live longer than any other population group in the country, 81.2 years for Hispanics as compared to 78.8 for non-Hispanic Whites and 75.1 years for Blacks. This statistic is interesting, given the prevalence of chronic diseases like diabetes and comparatively lower rates of health insurance in the community.

In Arizona, Hispanic buying power is increasing by about 2.2 billion per year, reaching approximately $42.5 billion this year. The annual growth rate is expected to continue to increase as the economy continues to improve. Hispanic entrepreneurship has helped fuel Latino buying power as well. In Arizona, between 2007 and 2015, the number of Latino-owned new businesses more than doubled to about 123,000 companies, while the rate of growth for businesses overall was just 2 percent in that same period. The number of businesses owned by Hispanic women in Arizona between 2007 and 2015 tripled to more than 66,000 firms, meaning Latinas are now the majority of Hispanic business owners in the state.

Why are Hispanics living longer than any other population in the United States? Researchers suggest it may all be in the genes. According to Steve Horvath, lead author of the study published recently in the Genome Biology, the DNA molecules in Hispanics age appear to age more slowly. Simply stated, while the pool of Hispanic Super Consumers is growing fast, it seems they’ll also be around longer than pretty much anyone else.

Nationwide, the number of Hispanic-owned businesses has doubled to 4.1 million companies since 2002 and

How’s that for a future market indicator?!

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Trusted. Community Minded. Forward Thinking. AAA Arizona is proud to support

the Arizona Hispanic Chamber of Commerce and its commitment to Arizona’s future.

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Since 1990, U.S. Hispanic Purchasing Power Grew Exponentially From $21 Billion toPurchasing $1.5Power Trillion U.S. Hispanic from 1990-2015in 2015 (In Trillions)

(IN TRILLIONS)

1.5

0.49 0.21

1990

2000

2010

2015

Source: Statista www.statista.com/statistics/251438/hispanics-buying-power-in-the-us/ Source: Statista

http://www.statista.com/statistics/251438/hispanics-buying-power-in-the-us/

Hispanic Purchasing Power Is Expected To Increase 33% Hispanic Purchasing Power Is Expected To Increase 50% In The Next Five Years In The Next Five Years (In Trillions) (IN TRILLIONS) 2 1.5

2015

2020

Source: Statista | IBTimes http://www.statista.com/statistics/251438/hispanics-buying-power-in-the-us/ http://www.ibtimes.com/hispanic-buying-power-2015-what-donald-trump-mexican-controversy-tells-us-about-1994584

Source: Statista | IBTimes www.statista.com/statistics/251438/hispanics-buying-power-in-the-us/ www.ibtimes.com/hispanic-buying-power-2015-what-donald-trump-mexican-controversy-tells-us-about-1994584

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Hispanics Lead Minority Hispanics Lead Minority Purchasing Power In 2015 Purchasing Power In 2015 (In Trillions) (IN TRILLIONS)

13.5

1.5 Total U.S. Purchasing Power

1.2

Hispanic

African-American

Source: Selig Center for Economic Growth www.terry.uga.edu/news/releases/asians-hispanics-driving-u.s.-economy-forward-according-to-uga-study

NOTES

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0.825 Asian

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Income Ranges By Ethnicity Income Ranges By Ethnicity

4.6%

3.7%

8.7%

7.8%

17.7%

9.2%

10.6%

16.0%

18.5%

14.4%

13.2%

12.0%

16.8%

14.7%

10.4%

$150,000 or more $100,000 to $149,999

18.3%

$75,000 to $99,999 $50,000 to $74,999

15.8%

$35,000 to $49,999 $25,000 to $34,999

13.1%

13.8%

$15,000 to $24,999 Less Than $15,000

7.1% 6.8%

22.3%

15.2%

9.5%

Hispanic

Black

Asian

Axis Title

Source: Geoscape, American Marketscape DataStream, 2016 geoscape.com/downloads/AMDS_ExecutiveSummary_2016_Print_Secured.pdf

Source: Geoscape, American Marketscape DataStream, 2016 http://geoscape.com/downloads/AMDS_ExecutiveSummary_2016_Print_Secured.pdf

U.S. Hispanic Sub-Groups U.S. Hispanic Sub-Groups Purchasing Power in 2015 Purchasing Power In 2015 (In Billions) (IN BILLIONS) 751

70 Cubans

143

117

South Americans

Central Americans

Puerto Ricans

Source: Latin Post

Mexicans

Source: Latin Post www.latinpost.com/articles/82555/20150928/hispanic-consumers-will-spend-1-3-trillion-in-2015-prompting-overall-economic-growth.htm www.latinpost.com/articles/82555/20150928/hispanic-consumers-will-spend-1-3-trillion-in-2015-prompting-overall-economic-growth.htm

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Hispanic Households Have High Spending Hispanic Households Have High Spending Power Power Remaining Average Household Cumulative Life Spending

REMAINING AVERAGE HOUSEHOLD CUMULATIVE LIFE SPENDING $2,564,115 $2,173,629 $1,625,694

$1,408,748

Hispanic

Asian

Black

Non-Hispanic White

Source: Geoscape, American Marketscape DataStream, 2016 geoscape.com/downloads/AMDS_ExecutiveSummary_2016_Print_Secured.pdf Source: Geoscape, American Marketscape DataStream, 2016

http://geoscape.com/downloads/AMDS_ExecutiveSummary_2016_Print_Secured.pdf

Median Household Income By Ethnicity Median Household Income By Ethnicity

$75,910

$58,750

$55,080

$43,970 $36,280

Hispanic

White

Black

Asian

Source: Geoscape, American Marketscape DataStream, 2016 geoscape.com/downloads/AMDS_ExecutiveSummary_2016_Print_Secured.pdf

Source: Geoscape, American Marketscape DataStream, 2016 http://geoscape.com/downloads/AMDS_ExecutiveSummary_2016_Print_Secured.pdf

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Hispanic Category Buyers (IN PERCENTAGE) Hispanic Category Buyers (In Percentage)

Shampoo/Conditioner

Household Cleaners

Yogurt

Fresh Produce

Fresh Meat

Juice/Drinks

Chips/Snacks

Candy

Cereal Source: Latin Post www.latinpost.com/articles/82555/20150928/hispanic-consumers-will-spend-1-3-trillion-in-2015-prompting-overall-economic-growth.htm

Source: Latin Post www.latinpost.com/articles/82555/20150928/hispanic-consumers-will-spend-1-3-trillion-in-2015-prompting-overall-economic-growth.htm

Top Hispanic Consumer Top Hispanic Consumer Spending Categories Spending Categories

136

Beef

136

Poultry

128

Rice

126

122

Apparel

Flour

117

115

Fresh Fruits

Fresh Vegetables

111

Seafood

*Expenditure index compared to average American household

Index is a measurement of a consumer’s likelihood to engage in the target category. An index of 100 is par with the national Source: Geoscape, American Marketscape DataStream, 2016 http://geoscape.com/downloads/AMDS_ExecutiveSummary_2016_Print_Secured.pdf average. Anything above 100 is above average, and the index is always comparing the target percentage to the base.

Source: Geoscape, American Marketscape DataStream, 2016 geoscape.com/downloads/AMDS_ExecutiveSummary_2016_Print_Secured.pdf

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NOTES

Hispanics Confident In Financial Future Of Children Hispanics Confident In Financial Future of Children

% of Latinos who say, in their lifetime, their children will be...financially

% OF LATINOS WHO SAY, IN THEIR LIFETIME, THEIR CHILDREN WILL BE...FINANCIALLY 7% 5%

16%

72%

Better Off

About The Same

Less Well Off

Unspecified

Source: PEW Research Center, Latinos Increasingly Confident In Personal Finances, June 2016 www.pewhispanic.org/2016/06/08/latinos-increasingly-confident-in-personal-finances-see-better-economic-times-ahead/ Source: PEW Research Center, Latinos Increasingly Confident In Personal Finances, June 2016 http://www.pewhispanic.org/2016/06/08/latinos-increasingly-confident-in-personal-finances-see-better-economic-times-ahead/

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More Than Half Of Hispanics Say More Than Half Of Hispanics Say Income Is Falling Behind The Cost Of Living Income Is Falling Behind The Cost Of Living % who say their family's income is...the price of living % WHO SAY THEIR FAMILY’S INCOME IS...THE COST OF LIVING

10%

37%

43%

41%

53%

49%

51%

Hispanic

White

Black

Falling Behind

Staying About Even With

Going Up Faster Than

Source: PEW Research Center, Latinos Increasingly Confident In Personal Finances, June 2016 http://www.pewhispanic.org/2016/06/08/latinos-increasingly-confident-in-personal-finances-see-better-economic-times-ahead/

Latinos 18-29 Years Old Have Seen 18-29 Years Old Have Seen The Greatest Improvement In PersonalFinance Finance TheLatinos Greatest Improvement In Personal % of Latinos who say their financial situation is in "excellent" or "good" shape

% OF LATINOS WHO SAY THEIR FINANCIAL SITUATION IS IN “EXCELLENT” OR “GOOD” SHAPE

48% 40%

36%

21%

18-29

28%

26%

22%

30-49

50-64

2008

2015

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Most Of U.S. Hispanic Have You Millennials Who Shop At Shopped At Hispanic Stores Speak A Hispanic ost of U.S. Hispanic Millennials Who Shop At Hispanic Stores Speak Spanish or are Bilingual Spanish Or Are Bilingual Supermarket? (In Percentage) Have You Shopped A Hispanic Supermarket? TOTAL U.S.AtHISPANIC MILLENNIALS

(IN PERCENTAGE)

Total U.S. Hispanic Millennials Responding "YES"

RESPONDING "YES"

98% 83%

61 45%

Yes

Spanish-Dominant

Bilingual

English-Dominant

Source: Nielsen Source: Nielsen http://www.nielsen.com/us/en/insights/news/2016/hispanic-millennials-seek-a-cultural-connection-at-grocery.html www.nielsen.com/us/en/insights/news/2016/hispanic-millennials-seek-a-cultural-connection-at-grocery.html

en.com/us/en/insights/news/2016/hispanic-millennials-seek-a-cultural-connection-at-grocery.html

Hispanic Millennial Category Buyers (IN PERCENTAGE)

Hispanic Millennial Category Buyers (In Percentage)

Shampoo/Conditioner

Household Cleaners

Yogurt Fresh Produce

Fresh Meat

67 56

Juice/Drinks

Chips/Snacks

Candy

Cereal Source: Latin Post www.latinpost.com/articles/82555/20150928/hispanic-consumers-will-spend-1-3-trillion-in-2015-prompting-overall-economic-growth.htm

Source: Latin Post http://www.latinpost.com/articles/82555/20150928/hispanic-consumers-will-spend-1-3-trillion-in-2015-prompting-overall-economic-growth.htm

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In 2015 Bilingual Hispanics Spent 20% In 2015 Hispanics Spent 20% of Their Purchasing Power Online of Their Purchasing Power Online Percentage of Buying Power Spent Online PERCENTAGE OF BUYING POWER SPENT ONLINE

20 17

Bilingual Bilingual Hispanics Hispanics

Americans All Americans

Non-Hispanics Non-Hispanics

Source: PRWeb

www.prweb.com/releases/2015/08/prweb12890935.htm Source: PRWeb http://www.prweb.com/releases/2015/08/prweb12890935.htm

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Source: www.nielsen.com/us/en/insights/news/2015/us-hispanics-are-super-mobile-super-consumers.html

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Source: www.nielsen.com/us/en/insights/news/2015/us-hispanics-are-super-mobile-super-consumers.html

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From 2014 To 2019 Arizona’s Hispanic From 2014 To 2019 Arizona’s Hispanic urchasing Power ITo s P rojected To GBy row B28% y 28% Purchasing Power Is PProjected Grow Buying Power By Race/Ethnicity 1990-‐2019 (Billions of dollars) –1990-2019 BUYING POWER BY RACE/ETHNICITY (BILLIONS OF DOLLARS)

18% Increase

60 50 40 30

172% Increase

20 10

120% Increase

49.2 38.3

32.4

14.7 5.4 0.7

28% Increase

7.2

11.7

8.3 5.8

6.6 5.1

2.5

13.0

9.2

7.0

1990

2000

2010

2014

2019

Hispanic

5.4

14.7

32.4

38.3

49.2

Asian

0.7

2.5

7.2

9.2

13.0

Black

1.2

2.9

6.6

8.3

11.7

American Indian

1.1

2.5

5.1

5.8

7.0

Hispanic

Asian

Black

American Indian

The Selig Center had previously predicted that Hispanic purchasing power in Arizona would grow 48 percent from 2010 to 2015 and reach $50 billion. But in its June 2014 report, Selig revised its calculations downward and now puts Hispanic purchasing power in Arizona at about $40.3 billion, while estimating growth of 28 percent between 2014 and 2019.

Source: S elig Center for Economic Growth, Terry College of Business, The University of Georgia, J une 2014.

Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.

NOTES

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The Shopping Spending Powers of Hispanics

$203 $1.3 Billion Million SPENT BY PHOENIX HISPANICS ON CLOTHING & FOOTWEAR IN 2014

SPENT BY TUCSON HISPANICS ON CLOTHING & FOOTWEAR IN 2014

SPENDING % OF IN PHOENIX

SPENDING % OF IN TUCSON

Source: IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix & Tucson DMA

Courtesy of

Amount Spent per Household on Clothing & Amount Spent per Household on Clothing & Footwear in Phoenix & Tucson 2014 Footwear in Phoenix & Tucson 2014 Hispanic

Non-Hispanic $848

Mens & Boys Clothing

+37% $1,302

$1,140 $186 $114

+14%

MORE SPENDING

Children under 2 Clothing

MORE SPENDING

$693 $423

$1,258 $1,089 $179

+66%

Footwear

MORE SPENDING

$403

IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending: Clothing & Footwear Total consumer dollars spending : Clothing & Footwear

+66%

MORE SPENDING

Courtesy of

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+16%

MORE SPENDING

$108

$669

+64%

+39%

MORE SPENDING

$589

Women & Girls Clothing

+63%

Footwear

Non-Hispanic $819

Mens & Boys Clothing

MORE SPENDING

$618

Women & Girls Clothing

Children under 2 Clothing

Hispanic

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Top Malls & Shopping Centers For Phoenix Adults RANKED BY PERCENTAGE OF HISPANICS WHO VISITED IN THE PAST 3 MONTHS MALL/SHOPPING CENTER

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

Any mall/shopping center past 3 months Arizona Mills Desert Sky Mall Chandler Fashion Center Tempe Marketplace Arrowhead Towne Center Christown Spectrum Mall Other shopping center or area Tanger Outlets Phoenix/Glendale Metrocenter Scottsdale Fashion Square Fiesta Mall Westgate City Center Arizona Center SanTan Village Phoenix Premium Outlets

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15

90.8% 41.9% 22.9% 22.0% 19.6% 17.5% 15.5% 14.8% 12.4% 12.0% 11.3% 9.9% 9.6% 8.8% 7.4% 7.3%

#1 #27 #4 #3 #5 #14 #2 #11 #13 #7 #12 #16 #25 #6 #24

79.7% 19.7% 3.2% 17.4% 17.6% 15.8% 7.2% 18.7% 8.2% 7.4% 12.8% 7.7% 6.7% 4.0% 13.7% 4.7% Courtesy of

Source: Hispanic Scarborough 2016 Release 1 (Feb 2015 - Jan 2016), Phoenix DMA, Base: Adults 18+.

Top Malls & Shopping Centers For Tucson Adults RANKED BY PERCENTAGE OF HISPANICS WHO VISITED IN PAST 3 MONTHS MALL/SHOPPING CENTER

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

Any mall/shopping center past 3 months Tucson Mall Park Place El Con Center Tucson Spectrum Foothills Mall Other shopping center or area Arizona Mills La Encantada Any Macerich Mall Crossroads Festival St. Phillip’s Plaza VF Outlet Oro Valley Marketplace The Mall at Sierra Vista Casas Adobes Plaza

#1 #2 #3 #4 #5 #6 #7 #8 #8 #10 #11 #11 #13 #14 #15

89.1% 51.6% 43.9% 41.8% 35.6% 27.5% 18.8% 9.0% 8.7% 8.7% 7.9% 7.7% 7.7% 5.6% 3.0% 1.5%

#1 #2 #3 #11 #4 #5 #14 #6 #6 #10 #13 #15 #8 #12 #9

85.7% 44.8% 33.3% 31.7% 7.7% 29.6% 26.3% 3.7% 17.1% 17.1% 7.8% 6.1% 2.8% 10.2% 7.1% 8.9%

Source: Scarborough 2016 Release 1 (Feb 2015 - Jan 2016), Tucson DMA, Base: Adults 18+.

Courtesy of

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Top Department Stores in Phoenix RANKED BY PERCENTAGE OF HISPANICS WHO VISITED IN PAST 3 MONTHS DEPARTMENT STORES

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

Any mall/shopping center past 3 months Walmart Fry’s - Fry’s Marketplace Target 99 Cents Only Stores Dollar Tree Costco Ross Dress For Less Amazon Goodwill Family Dollar Dollar General Kohl’s Burlington JCPenney Sam’s Club

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15

98.2% 83.0% 70.9% 48.2% 46.5% 45.6% 42.2% 37.6% 34.2% 32.6% 30.6% 28.4% 27.3% 25.7% 24.2% 23.5%

#1 #2 #4 #6 #7 #3 #9 #5 #10 #19 #16 #8 #25 #11 #14

97.7% 81.5% 66.5% 47.1% 37.5% 35.1% 47.3% 27.9% 44.7% 26.5% 13.9% 17.6% 32.0% 7.1% 24.4% 19.8%

Source: Hispanic Scarborough 2016 Release 1 (Feb 2015 - Jan 2016), Phoenix DMA, Base: Adults 18+. Courtesy of

Top Department Stores in Tucson RANKED BY PERCENTAGE OF HISPANICS WHO VISITED IN PAST 3 MONTHS DEPARTMENT STORES

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

Any mall/shopping center past 3 months Walmart 99 Cents Only Stores Family Dollar Dollar Tree Target Costco Dollar General Ross Dress For Less JCPenney Amazon Kmart Burlington Best Buy Kohl’s Sears

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15

97.7% 86.4% 55.6% 54.2% 53.6% 51.7% 45.3% 41.4% 40.0% 37.8% 25.0% 24.8% 23.7% 20.6% 19.4% 18.5%

#1 #5 #8 #6 #2 #3 #13 #9 #11 #4 #18 #23 #10 #7 #12

97.5% 77.8% 31.6% 23.5% 28.9% 53.3% 45.1% 17.9% 23.1% 19.9% 39.7% 16.3% 6.9% 22.2% 26.3% 18.1%

Source: Scarborough 2016 Release 1 (Feb 2015 - Jan 2016), Tucson DMA, Base: Adults 18+.

Courtesy of

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Top Clothing Stores in Phoenix RANKED BY PERCENTAGE OF HISPANICS WHO BOUGHT IN PAST 3 MONTHS CLOTHING STORES

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

Any clothing store bought Walmart Ross Dress For Less Target Costco Kohl’s Burlington JCPenney Other store Old Navy Sam’s Club Macy’s Kmart Marshalls Victoria’s Secret Dillard’s

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15

78.0% 51.0% 24.5% 24.2% 19.6% 19.4% 18.6% 16.2% 11.6% 11.4% 11.3% 11.0% 10.2% 9.9% 8.4% 7.6%

#1 #5 #2 #4 #3 #18 #7 #6 #11 #12 #9 #8 #15 #13 #10

74.1% 44.8% 15.5% 22.0% 19.7% 20.9% 3.0% 14.5% 14.8% 5.9% 5.8% 8.8% 9.1% 4.1% 5.5% 7.3%

Source: Hispanic Scarborough 2016 Release 1 (Feb 2015 - Jan 2016), Phoenix DMA, Base: Adults 18+. Courtesy of

Top Clothing Stores in Tucson RANKED BY PERCENTAGE OF HISPANICS WHO BOUGHT IN PAST 3 MONTHS CLOTHING STORES

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

Any clothing store bought Walmart JCPenney Target Ross Dress For Less Any thrift store (Goodwill, etc.) Old Navy Burlington Kmart Dillard’s Victoria’s Secret Kohl’s Other store Forever 21/Forever XXI Macy’s H&M

#1 #2 #3 #4 #5 #6 #7 #8 #9 #9 #11 #12 #13 #14 #15

82.3% 62.5% 27.9% 27.1% 25.9% 22.1% 17.6% 15.9% 14.4% 10.9% 10.9% 9.7% 9.1% 8.9% 7.6% 7.5%

#1 #7 #2 #5 #3 #10 #15 #11 #8 #16 #4 #6 #17 #9 #19

71.7% 37.5% 10.8% 27.3% 14.5% 21.5% 7.8% 4.8% 6.7% 10.0% 4.4% 17.9% 12.9% 3.8% 9.3% 2.9%

Scarborough 2016 Release 1 (Feb 2015 - Jan 2016), Tucson DMA, Base: Adults 18+.

Courtesy of

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21% Of Hispanics Are 'True Foodies' Experian Simmons definition of “true foodies” segmentation: Passionate about food and spend a lot of time cooking at home. They prefer to buy organic food, want their ingredients fresh and buy environmentally friendly products. True Foodies tend to eat a variety of food, love to experiment with different cuisines and at the same time have adopted a healthy eating lifestyle. They have the most culinary expertise and have a love relationship with food.”

“I prefer food that is presented as an art form.”

Hispanics are 14% more likely than Non-Hispanics

Hispanics are 21% more likely than Non-Hispanics

Hispanics are 19% more likely than Non-Hispanics

“I especially look for organic or natural foods.”

“I’m usually first among my friends to try new food products.”

“I try to eat gourmet food whenever I can.”

“The kitchen is the most important room in my home.”

Hispanics are 21% more likely than Non-Hispanics

Hispanics are 18% more likely than Non-Hispanics

Source: Simmons NHCS, Winter 2016 (Feb 2015 – Mar 2016); Base: U.S. Adults 18+ Index compares % of Hispanics who agree vs. Total Population

Courtesy of

Her Kids Are Her Focus, Even When Shopping “ANY AGREE” AMONG WOMEN 18+ Her Kids Are Her Focus, Even When Shopping “Any Agree” Among Women 18+

I enjoy

I enjoy shopping with my children. 42%

I find it hard to resist my children’s requests for non-essential purchases.

30%

30% 22%

Hispanic

Non-Hispanic

My kids have significant impact on brands I choose.

24%

20%

Hispanic

Non-Hispanic

Hispanic

Non-Hispanic

Projected Percentage Change in Total, Hispanic and Non-Hispanic Buying Power for U.S., 2012-2017 Courtesy of

Source: Simmons NHCS,, Winter 2016 (Feb 2015 – Mar 2016); Base: U.S. Women 18+

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Latina Moms Now Is The Time to Grab Their Attention PERCENT HISPANIC MOMS WHO AGREE

Remember advertised products when shopping

Feel respected when a company advertises in Spanish

% %

Source: Simmons NHCS,, Winter 2016 (Feb 2015 – Mar 2016); Base: U.S. Women 18+ who are parents Courtesy of

Hispanics Account For Almost 25% Of All “Food At Home” Spending in Phoenix

$2.3 22 Billion

SPENT BY PHOENIX HISPANICS ON “FOOD AT HOME” IN 2014

% OF ALL “FOOD AT HOME” SPENDING IN PHOENIX

IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending: Food at Home Courtesy of

Phoenix Hispanic Households Spend More

Than Non-Hispanics Groceries AVERAGE AMOUNTon HOUSEHOLD SPENT ON GROCERIES IN 2014

$5,641

Phoenix Hispanic Households Spend More Than Non-Hispanics on Groceries

$5,145

+10% MORE

Hispanic

Non-Hispanic

Source: Global Insight - 2016 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending: Food at Home Courtesy of

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Hispanic Share of Consumer Spending: Phoenix

Hispanic Share of Consumer Spending: Phoenix Food at Home Non-alcoholic

$2.3 Billion

$267 Million

Cereals

Bakery Products

$146 Million

$237 Million

Beef

$143 Million

or 22.2% of the Total

or 22.3% of the Total

or 23.1% of the Total

or 20.1% of the Total

Pork

Poultry & Eggs

Fish & Seafood

Dairy Products

Fresh Fruits & Vegetables

$91 Million

$239 Million or 27.6% of the Total

or 25.1% of the Total

$46 Million

$211 Million

$295 Million

Processed Fruits & Vegetables

Sugar and Sweets

Fats and Oils

Other Food Products

Alcohol at Home

$84 Million

$106 Million

$54 Million

$422 Million

$306 Million

or 24.3% of the Total

or 22.4% of the Total

or 18.3% of the Total

or 22.0% of the Total

or 23.5% of the Total

or 19.1% of the Total

or 26.7% of the Total

or 24.2% of the Total

or 17.2% of the Total

Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending: Food at Home

Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending : Food at Home

Courtesy of

Top Grocery Stores in Phoenix RANKED BY PERCENTAGE OF HISPANIC ADULTS 18+ THAT SHOPPED FROM EACH GROCERY STORE IN THE LAST 7 DAYS HISPANIC RANK #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #19

GROCERY STORE SHOPPED LAST 7 DAYS Fry’s - Fry’s Marketplace Walmart Supercenter Food City Costco Safeway Walmart Neighborhood Market Target/SuperTarget Sprouts Los Altos Ranch Market Sam’s Club Albertsons Bashas’ Fresh & Easy Trader Joe’s Other grocery store Other Hispanic grocery store WinCo Foods Smart & Final AJ’s Fine Foods Whole Foods Market

% OF HISPANIC

% OF NON-HISPANICS

HISPANIC INDEX (VS. TOTAL)

67.8% 55.3% 41.7% 27.7% 27.5% 23.8% 20.3% 17.2% 16.9% 15.5% 10.8% 9.8% 9.0% 7.9% 6.9% 6.5% 5.6% 4.9% 1.8% 1.8%

68.1% 52.0% 11.8% 34.5% 38.3% 17.3% 16.2% 20.5% 2.5% 11.7% 15.4% 17.9% 4.0% 11.6% 8.2% 1.1% 9.0% 2.9% 5.1% 5.8%

100 105 222 84 77 127 119 87 290 123 75 61 175 73 87 273 69 146 42 38

Source: Hispanic Scarborough, 2016 Release 1 (Feb 2015 – Jan 2016), Phoenix, Adults 18+ Courtesy of

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Top Food Products In Phoenix RANKED BY PERCENTAGE OF HISPANIC ADULTS 18+ THAT USED FOOD PRODUCTS IN THE LAST 7 DAYS HISPANIC RANK

FOOD PRODUCTS USED LAST 7 DAYS

% OF HISPANIC

% OF NON-HISPANICS

HISPANIC INDEX (VS. TOTAL)

Fresh meat

76.4%

70.2%

107

Coffee

70.1%

61.1%

111

Tortillas

67.2%

39.9%

145

Packaged meat (bacon, hot dogs, etc.)

61.7%

100

Candy

49.8%

45.6%

107

Ice cream, frozen juice bars, frozen yogurt

49.5%

49.1%

101

Yogurt (not frozen)

49.5%

40.2%

117

Ready-to-eat cereal

47.7%

51.1%

Pretzels, chips, popcorn

44.2%

58.1%

#10

Salsa

38.4%

35.0%

107

#11

Nuts

33.2%

41.7%

#12

Soup (canned or dry mix)

30.8%

36.9%

#13

Any store brand food

30.7%

32.2%

#14

Prepared foods (chicken, salad bars, etc.)

24.4%

29.4%

#15

Frozen pizza

21.5%

24.8%

Source: Hispanic Scarborough, 2016 Release 1 (Feb 2014 – Jan 2016), Phoenix, Adults 18+ Courtesy of

Hispanics Account For Almost One Third of All 'Food At Home' Spending in Tucson

$757 31 Million

OF ALL “FOOD AT HOME” SPENDING IN

SPENT BY TUCSON HISPANICS ON “FOOD AT HOME” IN 2014

TUCSON

IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending: Food at Home Courtesy of

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Tucson Hispanic Households More Than Tucson Hispanic Households SpendSpend More Than Non-Hispanics onOn Groceries Non-Hispanics Groceries AVERAGE AMOUNT HOUSEHOLDS SPENT ON GROCERIES IN 2014

$5,451

$4,931

+11% MORE

Hispanic

Non-Hispanic

IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending: Food at Home

IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending : Food at Home

Hispanic of Consumer Spending: Tucson Hispanic Share ofShare Consumer Spending: Tucson Food at Home Non-alcoholic

$757 Million

$86 Million

Cereals

$47 Million

Bakery Products

$77 Million

or 31.3% of the Total

or 31.5% of the Total

or 32.4% of the Total

or 28.7% of the Total

Pork

Poultry & Eggs

Fish & Seafood

Dairy Products

$30 Million

$77 Million

$15 Million

$68 Million

Beef

$46 Million

or 36.8% of the Total

Fresh Fruits & Vegetables

$95 Million

or 33.9% of the Total

or 37.8% of the Total

or 34.9% of the Total

or 31.1% of the Total

or 33.8% of the Total

Processed Fruits & Vegetables

Sugar and Sweets

Fats and Oils

Other Food Products

Alcohol at Home

$18 Million

$136 Million

$27 Million

or 31.6% of the Total

$34 Million

or 26.3% of the Total

or 32.9% of the Total

or 27.4% of the Total

$99 Million

or 24.8% of the Total

IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending: Food at Home IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending : Food at Home

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Top Grocery Stores In Tucson RANKED BY PERCENTAGE OF HISPANIC ADULTS 18+ THAT SHOPPED FROM EACH GROCERY STORE IN THE LAST 7 DAYS

HISPANIC RANK #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18

GROCERY STORE SHOPPED LAST 7 DAYS Walmart Supercenter Fry’s Food City Costco Walmart Neighborhood Market Safeway El Super Target/SuperTarget Albertsons Sprouts Other grocery store Sam’s Club Bashas’ Whole Foods Market Trader Joe’s Other Hispanic grocery store AJ’s Fine Foods Rincon Market

% OF HISPANIC

% OF NON-HISPANICS

HISPANIC INDEX (VS. TOTAL)

53.9% 53.6% 40.9% 34.0% 30.5% 29.6% 16.6% 13.5% 10.9% 9.3% 8.3% 7.1% 6.3% 5.8% 4.3% 1.6% 1.2% 0.1%

37.9% 62.9% 11.1% 28.8% 24.7% 46.4% 1.5% 19.7% 16.1% 20.9% 9.4% 4.4% 7.9% 6.9% 15.1% 1.8% 2.8% 0.7%

125 90 195 112 115 73 256 77 76 55 92 134 86 89 37 94 54 19

Source: Scarborough, 2016 Release 1 (Feb 2015 – Jan 2016), Tucson, Adults 18+ Courtesy of

Top Food Products In Tucson RANKED BY PERCENTAGE OF HISPANIC ADULTS 18+ THAT USED FOOD PRODUCTS IN THE LAST 7 DAYS HISPANIC RANK

FOOD PRODUCTS USED LAST 7 DAYS

% OF HISPANIC

% OF NON-HISPANICS

HISPANIC INDEX (VS. TOTAL)

Fresh meat

75.3%

65.8%

109

Tortillas

67.2%

42.9%

132

Packaged meat (bacon, hot dogs, etc.)

66.4%

59.0%

108

Coffee

66.2%

65.8%

100

Ice cream, frozen juice bars, etc.

52.5%

54.3%

Ready-to-eat cereal

49.7%

50.0%

100

Candy

49.0%

45.9%

104

Pretzels, chips, popcorn

45.1%

53.2%

Salsa

41.9%

39.4%

104

#10

Yogurt (not frozen)

37.2%

46.0%

#11

Nuts

36.8%

45.3%

#12

Soup (canned or dry mix)

34.9%

34.7%

100

#13

Any store brand food

34.8%

31.6%

107

#14

Prepared foods (chicken, salad bars, etc.)

31.0%

30.1%

102

#15

Frozen pizza

20.6%

24.1%

Source: Hispanic Scarborough, 2016 Release 1 (Feb 2014 – Jan 2016), Phoenix, Adults 18+ Courtesy of

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Hispanics Will Experience The Most Growth Among Multicultural Consumers Hispanics Will Experience The Most Growth Amongst Multicultural Consumers Growth in Population By Ethnicity

GROWTH IN POPULATION BY ETHNICITY 62.1%

42.6% 29.3% 17.6%

12.7%

14.7% 8.2%

5.0% Hispanic

Non-Hispanic White

African-American

2014

8.2%

4.3%

Asian-American

Other/2+ Races

2016

Source: Nielsen, The Multicultural Rising Edge: SuperRising Consumers, March 2015 Source: Nielsen, The Edge: Multicultural Super Consumers, March 2015 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/the-multicultural-edge-rising-super-consumers-march-2015.pdf http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/the-multicultural-edge-rising-super-consumers-march-2015.pdf

Share Of Population By Age Living In Multigenerational Family Households Share Of Population By Age Living In Multigenerational Family Households 42%

40% 35% 30% 25%

29%

24%

18%

19%

17%

0-17

18%

19%

21%

14%

Total

23%

21%

18-24

25-29

30-34

Total Population

35-44

45-54

Total Hispanic

Source: Nielsen, The Source: New American Vanguard, October 2015October 2015 Nielsen, The New American Vanguard, www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/hispanic-consumer-report-oct-2015.pdf http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/hispanic-consumer-report-oct-2015.pdf

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Hispanics Are 10 Years Younger Than The General Population With A Median Age Of 27 Hispanics Are 10 Years Younger Than The General Population With A Median Age Of 27 Research Tip General U.S. Population Median vs Average: The medianTip Research All Hispanics is the true Median vs. middle Average (or value in a Cubans Mean): The median set of data. isTherefore, the true middle value a set of unlikeinthe Guatemalans data. Therefore, mean, the unlike theis mean, median notmedian skewed is not the Puerto Ricans by outliers skewed by in the data. outliers in the

data.

37 27 40 (Oldest Hispanics) 27

Median Age

27 25

Mexicans

(Youngest Hispanics)

Source: Pew Hispanic Center tabulations of the 2010 ACS (1% IPUMS) and the 2000 Census (5% IPUMS) Source: Pew Hispanic Center tabulations of the 2010 ACS (1% IPUMS) and the 2000 Census (5% IPUMS) www.pewresearch.org/daily-number/median-age-for-hispanics-is-lower-than-median-age-for-total-u-s-population/ http://www.pewresearch.org/daily-number/median-age-for-hispanics-is-lower-than-median-age-for-total-u-s-population/

Older Hispanics Are Health Older Hispanics Are Health Conscious Consumers Conscious Consumers 138 118

135

130

112

U.S. Born Hispanic Boomers 50-64 U.S. Born

Hispanic Boomers 50-64

101

Foreign Born Hispanic Foreign BornBoomers 50-64 Hispanic Boomers 50-64

108

U.S. Hispanic Greatest Generation U.S. Born Hispanic 65+ Greatest Generation 65+

I Don’t Allow Junk Food in My Home

132

Foreign Born Hispanic Foreign BornGreatest Generation 65+ 65+ Greatest Generation

I Regularly Eat Organic Foods *Hispanic Index versus WhiteAdults Adults *Hispanic Index versusNon-Hispanic non-Hispanic White

Source: Nielsen, Strong Influence and Cultural Ties Drive Older Hispanics’ Food Buying Behaviors, December 2015 Source: Nielsen, Strong Influence and Cultural Ties Drive Older Hispanics’ Food Buying Behaviors, December 2015 www.nielsen.com/us/en/insights/news/2015/strong-influence-and-cultural-ties-drive-older-hispanics-food-buying-behaviors.html http://www.nielsen.com/us/en/insights/news/2015/strong-influence-and-cultural-ties-drive-older-hispanics-food-buying-behaviors.html

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Aging Hispanics Have Preference Name Brands Hispanics For Have A Preference For Name Brands Annual Number of Category/Department Purchases

ANNUAL NUMBER OF CATEGORY/DEPARTMENT PURCHASES 141 106

106

Total Hispanics

121

118

Total Non-Hispanic White

Hispanic Greatest Generation

Brand

Non-Hispanic White Greatest Generation

Hispanic Boomers

Store Brand

Source: Nielsen, StrongNielsen, Influence andInfluence Cultural and TiesCultural Drive Older Hispanics’ Food Buying December 2015 2015 Source: Strong Ties Drive Older Hispanics’ FoodBehaviors, Buying Behaviors, December www.nielsen.com/us/en/insights/news/2015/strong-influence-and-cultural-ties-drive-older-hispanics-food-buying-behaviors.html http://www.nielsen.com/us/en/insights/news/2015/strong-influence-and-cultural-ties-drive-older-hispanics-food-buying-behaviors.html

NOTES

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THE NEW AMERICAN VANGUARD L ATINOS 50+: HEALTHY, WEALTHY AND WISE 2015 REPORT

DIVERSE INTELLIGENCE SERIES Source: www.nielsen.com/us/en/insights/reports/2015/the-new-american-vanguard-latinos-50-are-healthy-wealthy-and-wise.html

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FOREWORD The New American Vanguard, Latinos 50+ report explores how the consumption habits of older Hispanics are poised to change the outlook on what it means to live in the “golden years.” Hispanic Baby Boomer (50-64) and Greatest Generation (65+) consumers are redefining retirement by living and working longer, establishing increased wealth potential and bearing the torch as the cultural matriarchs in their families and communities. While younger Hispanics are commanding wide-spread attention, it’s actually older Hispanics who are leading the way, extending a strong cultural influence over their families and their communities at large. At 11 million strong, Hispanics 50+ represent 10% of the total population and are expected to reach 42 million or 24% by 2060, according to the U.S. Census. As more than half of U.S. Hispanics 50+ are foreign born, a strong connection and affinity for Spanish- and Latino-influenced consumer behaviors will continue to drive purchasing behaviors well into the future, representing an opportunity for marketers to cultivate deep relationships with this growing segment. As the vanguard of their families, older Hispanics play a vital role in their multigenerational households—acclimating to their American identities, while also preserving their cultural heritage and traditions for future generations. Many older Hispanics today are experiencing a role-reversal of sorts. They are often the main decision makers in the home, exerting a heavy influence on the purchasing behaviors and media consumption of family members of all ages. They will also influence the outcome of the 2016 presidential election. In the 2012 election, 60% of eligible Latinos who were 65 and older voted—the highest voter turnout percentage of all Hispanic adults. The rise in the percentage of 50+ Hispanic voters, along with the increasing diversity of candidates representing both political parties, will ensure that race and ethnicity will continue to play a pivotal role in future U.S. elections. This report is part of Nielsen’s Diverse Intelligence Series—a collection of reports that focus solely on multicultural consumers’ unique consumption and purchasing habits. We would like to thank the members of Nielsen’s External Hispanic/Latino Advisory Council, and in particular the Report Subcommittee: Luis Miranda, Jr., President, The MirRam Group, LLC (Council co-chair); Lillian Rodriguez-Lopez, Director, Latin Affairs, The Coca-Cola Company; and Suzanna Valdez, Vice President, The Arsht Center Foundation. All made important contributions to this report. Additional insights on life reimagined after retirement and the role older Hispanics play as stewards of cultural sustainability were also graciously provided by Angela Houghton, Monica Cortes-Torres and Beth Finkel at AARP. We are also grateful to the Hispanic Federation for their aid in disseminating this report to leaders in Hispanic communities across the U.S. We believe this, our third report on Hispanic consumers in the U.S., offers a unique perspective on a growing segment of the population.

Mónica Gil Saul Rosenberg

SVP & General Manager, Multicultural Growth and Strategy

Chief Content Officer

THE NEW AMERICAN VANGUARD – LATINOS 50+: HEALTHY, WEALTHY AND WISE

Source: www.nielsen.com/us/en/insights/reports/2015/the-new-american-vanguard-latinos-50-are-healthy-wealthy-and-wise.html

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EXECUTIVE SUMMARY True pioneers, Latinos 50+ were among the first Latinos to enroll in college, the forerunners of a diverse U.S. military, and laid the entrepreneurial groundwork for the booming economic force that the Latino consumer group represents in the U.S. today. Ganas, their drive, determination and commitment to building a better life in the U.S. and making a difference in their communities, serves as an inspiration across Latino generations. We frequently hear about Latino youth and Millennials, but the original innovators and unsung influencers of this immense marketplace are the 50+ age segment. Hispanics 50+ are a fast-growing group in an increasingly multicultural society. They continue to upend outdated stereotypes about aging and retirement while taking the lead in multi-ethnic families and U.S. society by embodying and sustaining Latino values in an increasingly diverse American mainstream. Hispanics 50+ are influential heads of extended families with significant consumer purchasing power, and they are poised to play an increasingly important role in shaping U.S. society.

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'My Cultural/Ethnic Heritage Heritage Is An Important Part of Who I Am” Is “My AnCultural/Ethnic Important Part of Who I Am' 78% 71%

African-American

Hispanic

61%

60%

Asian-American

Non-Hispanic White

Source: Nielsen, The Multicultural Edge: Rising Super Consumers, March 2015 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/the-multicultural-edge-rising-super-consumers-march-2015.pdf

'I Expect The Brands I Buy To Support Social Causes' “I Expect The Brands I Buy To Support Social Causes”

43% 39%

38% 34%

Hispanic

African-American

Asian-American

Non-Hispanic White

Source: Nielsen, The Multicultural Edge: Rising Super Consumers, March 2015 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/the-multicultural-edge-rising-super-consumers-march-2015.pdf Source: Nielsen, The Multicultural Edge: Rising Super Consumers, March 2015 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/the-multicultural-edge-rising-super-consumers-march-2015.pdf

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Henkel Consumer Goods, Inc. CASE STUDY SCHWARZKOPF AND GÖT2B: UNDERSTANDING AND ENGAGING THE DIGITAL HISPANIC CONSUMER BRIEF:

In July 2015, Henkel Consumer Goods, Inc. (Henkel) came to Nativa Multicultural Communications, their Hispanic Agency of Record, to create a robust Hispanic marketing strategy for several of their hair brands including Schwarzkopf and göt2b. Henkel Corporation, with their U.S. consumer goods division located in Scottsdale, AZ and a long and successful tenure marketing hair products and other personal care, laundry and home care brands, recognized that a strong commitment to the Hispanic community is important to the manufacturer’s continued growth and success. The global company wanted to avoid the typical Hispanic marketing missteps that consumer packaged goods (CPG) brands commonly take such as the ‘put a sombrero on it’ approach or assuming that all Hispanics speak Spanish. Instead, the savvy company insisted on a data-focused, authentic approach to engaging consumers in an organic and meaningful way.

APPROACH:

Henkel took a four pronged approach to engaging the Hispanic audience. 1. OYE! technology, which is a proprietary social listening platform offered through the Nativa agency, was used to set a benchmark at project kickoff so that each brand could find where they currently stood in regards to online conversation among consumers. These same parameters monitor Hispanic online conversation daily to see how Henkel Hispanic marketing activities influence overarching goals including Share of Voice, sentiment and more. 2. OYE!’s Nimble Response product was used to track daily Hispanic influencer interactions. The OYE! platform listened in English, Spanish and Spanglish through Instagram and Twitter to find opportunities to surprise and delight influential nationwide Latinos who took to social media to mention having a bad hair day, being bored with their hair, or having any general hair issue. This allowed the two brands to have a chance to brighten these consumers’ days by sending them a branded care package full of product and fun ideas for Schwarzkopf/göt2b inspired styles.

Henkel knew that communicating effectively with Hispanics meant that not all content needs to be in Spanish and that the emphasis should be on the culture. Henkel worked with Nativa to provide content that would be relevant to Hispanic consumers, no matter their language preference. Finally, Henkel worked with their agency to create ads that would resonate with Hispanics who trend millennial as well as mobile primarily through Instagram and Facebook mobile ads.

RESULTS:

Based on the marketing data insights and observations that were found during the benchmark period of the online listening process, Nativa was able to make recommendations aimed at improving engagement between the online Hispanic community and Henkel hair brands. As a result, Henkel came up with a strategic Hispanic approach to create content that was relevant and interesting to its potential customers that focused on providing an authentic voice that everyday Hispanic consumers would relate with. The result is that Hispanics are able to engage with each brand, regardless of the language they speak. With efficiency in mind, it was also determined that there was no need to create a separate Spanish language digital channel as Hispanics could be effectively targeted using the existing general market channels. Content, including dark posts on a monthly basis, has been shared/liked heavily at low costs due to this strategy compared to similar general market campaigns. Results attained in first 2 months of the Henkel Hispanic initiative

DATO S

In the first 60 days of the Nimble Response program, over 100 user-generated content (UGC) posts have been created by Henkel fans, accounting for 27,000+ consumer engagements and 150,000+ total possible impressions. One user generated Instagram video post from a 19-yearold aspiring singer / college student from California has generated over 25,000 engagements on its own.

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HENKEL CONSUMER GOODS, INC.

49% of all social media users that have received branded care packages have created user generated content posts for the brand. Many consumers post multiple times for the brand which has led to an average of 1.5 posts per care package. In the first 60 days of Hispanic focused content created on Henkel social channels, the brands have achieved

a reach of over 295,000 consumers at a low cost that is roughly 10% of the cost the brand experiences on general market content. An English language post about visiting the beach which targeted acculturated U.S. Hispanics had a reach of nearly 30,000 Hispanic consumers and achieved the lowest cost per engagement experienced by the brand.

Figure 3: The importance of the hand-written note is a key factor in obtaining user generated posts for the global brand.

Figure 1: A product use video from this fan generated over 25,000 engagements in a two-day period.

Figure 4: This post on instagram was able to resonate with the Hispanic target market as evidenced by more than 6,000 engagements.

Figure 2: A Facebook Live ‘unboxing’ video is a typical user generated post from the social influencers that champion Henkel products online.

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Hispanics In Phoenix Arein Phoenix HugeAreSports Hispanics Huge SportsFans Fans Men Ages 18-49 MEN 18-49 % AGES Interest Among Sports Fans* (sorted by Hispanic %) % INTEREST AMONG SPORTS FANS* (SORTED BY HISPANIC %)

62% 63%

NFL UFC

43%

21%

MLB

39%

23%

NBA

30%

LMX

MLS

26% 25% 12%

NHL

36%

Hispanic

17%

Non-Hispanic

Source: Phoenix Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Men 18-49; *Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS

Courtesy of

Source: Phoenix Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Men 18-49; Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS

Hispanics in TucsonSports Are Huge Sports Fans Hispanics In Tucson Are Huge Fans

Men Ages 18-49

% Interest Among Sports Fans* (sorted by Hispanic %) MEN AGES 18-49

% INTEREST AMONG SPORTS FANS* (SORTED BY HISPANIC %)

53%

NFL

35% 37%

NBA UFC

21% 21%

MLB

NHL

34%

14% 11%

MLS LMX

27%

13% 10%

15%

Hispanic

Non-Hispanic

Source: Tucson Scarborough 2016 Release 1 (Feb15-Jan16), Men 18-49; *Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS Men 18-49; Source: Tucson Scarborough 2016 Release 1 (Feb15-Jan16),

Courtesy of

Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS

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Live Sports Attendance Among Phoenix Hispanics MEN AGES 18-49 SPORTS: ATTENDED 1+ GAMES - PAST YEAR Major League Baseball (MLB)

% OF HISPANIC MEN 18-49 SPORTS FANS

SPORTS: ATTENDED IN THE PAST YEAR

% OF HISPANIC MEN 18-49 SPORTS FANS

47%

Any professional sports event

66% 38% 24% 13% 10% 8% 5% 5% 5%

National Basketball Assoc (NBA)

34%

National Football League (NFL)

28%

Mexican League Soccer (LigaMX)

15%

National Hockey League (NHL)

15%

Major League Soccer (MLS)

14%

#1 - Arizona Diamondbacks baseball game #2 - Phoenix Suns basketball game #3 - Arizona Cardinals football game #4 - Phoenix Mercury women’s basketball game #5 - High school sports event #6 - Arizona State University football game #6 - WWE (pro wrestling) #6 - Arizona Coyotes hockey game

Source: Phoenix Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Hispanic Men 18-49; Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS Courtesy of

Live Sports Attendance Among Tucson Hispanics MEN AGES 18-49 SPORTS: ATTENDED 1+ GAMES - PAST YEAR

% OF HISPANIC MEN 18-49 SPORTS FANS

SPORTS: ATTENDED IN THE PAST YEAR

% OF HISPANIC MEN 18-49 SPORTS FANS

National Football League (NFL)

27%

Any professional sports event

32%

Mexican League Soccer (LigaMX)

20%

#1 - High school sports event

25%

Major League Soccer (MLS)

17%

#2 - University of Arizona football game

17%

Major League Baseball (MLB)

16%

#3 - University of Arizona men’s basketball game

14%

National Hockey League (NHL)

13%

#4 - Arizona Diamondbacks baseball game

10%

National Basketball Assoc (NBA)

12%

#5 - University of Arizona baseball game

Source: Tucson Scarborough 2016 Release 1 (Feb15-Jan16), Hispanic Men 18-49; Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS

Courtesy of

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Hispanics Are Active Casino Visitors

379,000

Hispanic Adults 21+

148,000

Hispanic Adults 21+

VISITED A PHOENIX CASINO IN THE PAST 12 MONTHS

VISITED A TUCSON CASINO IN THE PAST 12 MONTHS Courtesy of

Hispanics In Phoenix Take Advantage Of Casino Entertainment Slot Machines

Stage Show/Concert

Bar/Nightclub

HISPANICS

NON-HISPANICS 70%

NON-HISPANICS 24%

NON-HISPANICS 18%

Upscale Restaurant

Table Games

HISPANICS

NON-HISPANICS 27%

NON-HISPANICS 25%

Source: Phoenix Hispanic Scarborough, 2016 Release 1 (Feb15-Jan16), Base: Adults 21+ who visited any casino in past year

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Hispanics In Tucson Take Advantage Of Casino Entertainment Slot Machines

Stage Show/Concert

Bar/Nightclub

HISPANICS

NON-HISPANICS 69%

NON-HISPANICS 23%

NON-HISPANICS 32%

Upscale Restaurant

Table Games

HISPANICS

NON-HISPANICS 15%

NON-HISPANICS 23%

Source: Tucson Scarborough 2016 Release 1 (Feb15-Jan16), Base: Adults 21+ who visited any casino in past year Courtesy of

Casinos Phoenix Visited In inThe Year Casinos Visited the LastLast Year (Among Casino Patrons 21+, sorted by Hispanic % )

(AMONG CASINO PATRONS 21+, SORTED BY HISPANIC % ) 38%

31% 28% 25%

24%

22%

23%

22%

20%

18%

11%

19%

18%

16%

15%

13%

12%

15% 12% 10% 6% 3%

Casino Arizona

Wild Horse Pass Casino

Lone Butte Casino

Vee Quiva Casino

Talking Stick Other casino Harrah's Ak- Other casino Fort McDowell Resort & in Arizona Chin Casino Casino Casino

Hispanic

Cliff Castle Casino

Mazatzal Hotel & Casino

Non-Hispanic

Source: Phoenix Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Phoenix DMA, Base: Adults 21+ Who Visited Any Casino in the Past 12 Months Source: Phoenix Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Phoenix DMA, Base: Adults 21+ Who Visited Any Casino in the Past 12 Months

Courtesy of

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Tucson Casinos Visited In The Last Year Tucson Casinos Visited in the Last Year

(AMONG(Among CASINO PATRONS 21+,sorted SORTED BY HISPANIC %) Casino Patrons 21+, by Hispanic %) 76% 64% 57% 47%

52% 38% 24% 12% 1%

Casino Del Sol

Desert Diamond Casino (Tucson)

Desert Diamond Casino (Sahuarita)

Hispanic

Other casino

Apache Gold Casino

Non-Hispanic

Source: Tucson Scarborough 2016 Release 1 (Feb15-Jan16), Tucson DMA, Base: Adults 21+ Who Visited Any Casino in the Past 12 Months

Courtesy of

Source: Tucson Scarborough 2016 Release 1 (Feb15-Jan16), Tucson DMA, Base: Adults 21+ Who Visited Any Casino in the Past 12 Months

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TYPES OF LOTTERY TICKETS PURCHASED: (AMONG THOSE WHO HAVE BOUGHT ANY LOTTERY TICKET IN THE PAST 30 DAYS)

% SCRATCH-OFF TICKETS

(55% for NH)

74 % 43

% POWERBALL TICKETS

OF PHOENIX HISPANICS PURCHASE LOTTERY TICKETS

Sources: Phoenix Hispanic Scarborough, 2016 Release 1 (Feb15-Jan16), Phoenix DMA; Base: Adults 21+ and Adults 21+ who purchased a lottery ticket in the past 30 days

(69% for NH)

OTHER TICKETS (44% for NH)

Courtesy of

TYPES OF LOTTERY TICKETS PURCHASED: (AMONG THOSE WHO HAVE BOUGHT ANY LOTTERY TICKET IN THE PAST 30 DAYS)

% SCRATCH-OFF TICKETS

73 % 27 %

OF TUCSON HISPANICS PURCHASE LOTTERY TICKETS

Sources: Tucson Scarborough, 2016 Release 1 (Feb15-Jan16), Tucson DMA; Base: Adults 21+ and Adults 21+ who purchased a lottery ticket in the past 30 days

(56% for NH)

POWERBALL TICKETS (74% for NH)

OTHER TICKETS (43% for NH)

Courtesy of

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Phoenix Hispanics Fueling Theme Park Attendance Growth

OF PHOENIX HISPANIC ADULTS WITH KIDS VISITED A THEME PARK LAST YEAR (Compared to 38% of Non-Hispanics with Kids) Source: Phoenix Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Base: Adults 18-+ with 1+ kids under 18 Courtesy of

Tucson Hispanics Fueling Theme Park Attendance Growth

OF TUCSON HISPANIC ADULTS WITH KIDS VISITED A THEME PARK LAST YEAR (Compared to 20% of Non-Hispanics with Kids) Source: Tucson Scarborough 2016 Release 1 (Feb15-Jan16), Base: Adults 18+ with 1+ kids under 18 Courtesy of

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Phoenix Hispanics Over-Index With Local Theme Park/Water Park Visitation THEME/WATERZ PARK VISITED IN THE PAST YEAR THEME PARKS

% PHOENIX HISPANICS

% PHOENIX NON-HISPANICS

Castles & Coasters

12.4%

6.9%

Wet ‘n’ Wild

10.3%

9.5%

Other Theme Park

14.5%

10.1%

Source: Phoenix Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Base: Adults 18-+ with 1+ kids under 18 Courtesy of

Hispanics Are Big Fans of Cinema PHOENIX

TUCSON

HISPANICS SPENT

49 Million

16 Million

ON MOTION PICTURE ADMISSIONS IN 2014 (That’s 22% of the total spent on Movie Admissions)

ON MOTION PICTURE ADMISSIONS IN 2014 (That’s 32% of the total spent on Movie Admissions)

Source: IHS Global Insight Hispanic Market Report, 2015, Phoenix & Tucson DMA

Courtesy of

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Phoenix Hispanics Have Influence At The Movie Theater Cash Register

MORE LIKELY TO SEE A MOVIE OPENING WEEKEND

MORE LIKELY TO GO TO MOVIES 4+ TIMES/MONTH

(17.1% of Hispanics vs. 9.8% of Total)

(5.4% of Hispanics vs. 3.9% of Total)

Source: Phoenix Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Base: Adults 18+ Courtesy of

Tucson Hispanics Have Influence At The Movie Theater Cash Register

MORE LIKELY TO SEE A MOVIE OPENING WEEKEND

MORE LIKELY TO GO TO MOVIES 4+ TIMES/MONTH

(17.7% of Hispanics vs. 9.8% of Total)

(2.9% of Hispanics vs. 2.8% of Total) Source: Tucson Scarborough 2016 Release 1 (Feb15-Jan16), Base: Adults 18+ Courtesy of

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Hispanics Accounted For 17% Of All New Vehicle Spending In Phoenix (1Q 2016) PHOENIX HISPANICS SPENT

$270.8M ON NEW AUTOMOBILE PURCHASES IN 1Q 2016

Source: Amount spent based on 2016 MSRP and new Hispanic unit sales; RL Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, 1Q 2016 CYTD

Courtesy of

The Phoenix Consumer Is Viable And Dynamic

HISPANICS SPEND AT PAR

$27,900 AVERAGE MSRP PAID VS. $30,800 TOTAL MARKET

Source: IHS Automotive Driven by Polk New Vehicle Personal Retail Registrations (Sales and Leases), 1Q CY16, Phoenix. Courtesy of

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68% of Vehicles By Hispanics In Phoenix Are By 2001 Models Or Newer 68% of Owned Vehicles Owned Hispanics In Phoenix Are 2001 Models Or Newer 3%

18%

19%

29%

28% 81-'90 1981-1990

Hispanic

91-'00 1991-2000

Total

01-'10 2001-2010 11-'17 2011-2017

49% 50% Sources: IHS Automotive Driven by Polk, Vehicles In Operation (VIO), Personal Registrations, Enhanced Ethnic Data, VIN Years: 1981-2017; As of April 2016, Phoenix DMA

Courtesy of

Sources: IHS Automotive Driven by Polk, Vehicles In Operation (VIO), Personal Registrations, Enhanced Ethnic Data, VIN Years: 1981-2017; As of April 2016, Phoenix DMA

Phoenix Hispanics Are Rolling

VEHICLES IN OPERATION ARE OWNED BY PHOENIX HISPANICS, REPRESENTING 27% OF TOTAL MARKET Sources: IHS Automotive Driven by Polk, Vehicles In Operation (VIO), Personal Registrations, Enhanced Ethnic Data, VIN Years: 1981-2017; As of April 2016, Phoenix DMA

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Without Hispanics, Total New Auto Sales Would Down Phoenix Without Hispanics,Be Total New Auto SalesIn Would Be Down In Phoenix % Change in New Vehicle Unit Sales Year over Year % CHANGE IN NEW VEHICLE UNIT SALES YEAR OVER YEAR Total

Hispanic

Non-Hispanic

5.0%

1.0%

-1.0% Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, May 2016 CYTD (Jan-May16 & Jan-May15), Phoenix DMA

Courtesy of

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, May 2016 CYTD (Jan-May16 & Jan-May15), Phoenix DMA.

Since 2014, Share of New Total Car Sales 2014, Share of NewHas Total Car Grown Sales To HispanicsBy Has Grown By 2.3 points To Since Hispanics 2.3 points

16.6%

18.9%

17.9%

2014

2015

2016

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May14, Jan-May15 & Jan-May16), Phoenix DMA

Courtesy of

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May14, Jan-May15 & Jan-May16), Phoenix DMA.

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PHOENIX TOTAL

PHOENIX HISPANIC

BRAND RANKER

RANK

BRAND

S0M

RANK

BRAND

S0M

14.3%

16.2%

10.7%

15.3%

10.2%

15.2%

9.9%

10.0%

9.7%

8.0%

5.4%

5.0%

5.1%

#7t

4.7%

5.0%

#7t

4.7%

3.3%

3.9%

#10

3.1%

#10

3.1%

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, May 2016 CYTD (Jan’16-May’16), Phoenix DMA

Courtesy of

CUV/SUV Consistently Top Segment Phoenix Hispanics CUV/SUV Consistently SEGMENT SHARE AMONG PHOENIX HISPANICS: 2014-2016 CYTD (MAY) Top Segment Phoenix Hispanics

25.1% 23.8% 21.3% 15.1%

29.2%

28.1% 23.2%

22.7%

20.5%

18.8% 16.8%

15.6%

COMPACT

COMPACT FULL/MIDSIZE FULL/MID-SIZE PICKUP PICK-UP

8.1%

6.4%

SUB-COMPACT SUBCOMPACT

6.1% 2014

CUV/SUV CUV/SUV

2015

2016

Source: Polk, New Vehicle Personal Registrations (Sales & Leases) Enhanced Ethnic Data, 2016 CYTD (Jan-May); Phoenix (Prescott) DMA; Note: Segments include Non-Luxury and Luxury models

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Source: Polk, New Vehicle Personal Registrations (Sales & leases) Enhanced Ethnic Data, 2016 CYTD (Jan-May); Phoenix (Prescott) DMA; Note segments include Non-Luxury and Luxury models

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Top 10 Models by Segment: 2016 CYTD RANKED BY MODEL SALES TO PHOENIX HISPANICS RANK

CUV/SUV

COMPACT

FULL/MIDSIZE

PICKUP

SUBCOMPACT

NISSAN ROGUE

NISSAN SENTRA

NISSAN ALTIMA

CHEVY SILVERADO 150/1500

NISSAN VERSA

TOYOTA RAV4

HONDA CIVIC

HONDA ACCORD

RAM 150/1500

TOYOTA SCION

KIA SOUL

TOYOTA COROLLA

CHEVY MALIBU

FORD F-150

CHEVY SONIC

JEEP PATRIOT

CHEVY CRUZE LIMITED

TOYOTA CAMRY

TOYOTA TACOMA

CHEVY SPARK

DODGE JOURNEY

VW JETTA

KIA OPTIMA

TOYOTA TUNDRA

HYUNDAI ACCENT

CHEVY EQUINOX

DODGE DART

HYUNDAI SONATA

NISSAN FRONTIER

HONDA FIT

HONDA CRV

FORD FOCUS

FORD FUSION

CHEVY COLORADO

FORD FIESTA

JEEP WRANGLER

HYUNDAI ELANTRA SEDAN

CHRYSLER 200

GMC SIERRA 150/1500

KIA RIO

JEEP CHEROKEE

CHEVY CRUZE

DODGE CHARGER

RAM 250/2500

MITSUBISHI MIRAGE

#10

FORD EXPLORER

KIA FORTE

VW PASSAT

CHEVY SILVERADO 250/2500

FIAT 500

TOP 10 % SHARE OF SEGMENT

44%

84%

89%

95%

90%

Source: Polk, New Vehicle Personal Registrations (Sales & Leases) Enhanced Ethnic Data, 2016 CYTD (JAN-MAY); Phoenix DMA; Note: Segments include Non-Luxury and Luxury models; *Nissan Rogue includes Rogue and Rogue Select

Courtesy of

Hispanics Accounted For 23% Of Total Used Vehicle Sales In Phoenix

PHOENIX HISPANICS SPENT

$386M

ON USED VEHICLES IN 2015 (23% OF THE TOTAL USED VEHICLE SALES IN PHOENIX) Source: IHS 2015 Global Insight Hispanic Market Monitor Courtesy of

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Hispanics Accounted For 28% of All New Vehicle Spending In Tucson (1Q 2016)

TUCSON HISPANICS SPENT

$75.6M ON NEW AUTOMOBILE PURCHASES IN 1Q 2016

Source: Amount spent based on 2016 MSRP and new Hispanic unit sales; RL Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, 1Q 2016 CYTD

Courtesy of

The Tucson Consumer Is Also Viable And Dynamic

HISPANICS SPEND AT PAR

$29,000 AVERAGE MSRP PAID VS. $30,000 TOTAL MARKET

Source: IHS Automotive Driven by Polk New Vehicle Personal Retail Registrations (Sales and Leases), 1Q CY16, Tucson Courtesy of

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64% Of Vehicles Owned By Hispanics In64% Tucson AreBy2001 Or Newer of Vehicles Owned Hispanics InModels Tucson Are 2001 Models Or Newer 23%

31%

1981-1990 81-'90

Total

Hispanic

1991-2000 91-'00 01-'10 2001-2010 11-'17 2011-2017

16% 23%

48%

49%

Sources: IHS Automotive Driven by Polk, Vehicles In Operation (VIO), Personal Registrations, Enhanced Ethnic Data, VIN Years: 1981-2017; As of April 2016, Tucson DMA

Courtesy of 53

Sources: IHS Automotive Driven by Polk, Vehicles In Operation (VIO), Personal Registrations, Enhanced Ethnic Data, VIN Years: 1981-2017; As of April 2016, Tucson DMA

Tucson Hispanics Are Also Rolling

342K VEHICLES IN OPERATION OWNED BY TUCSON HISPANICS, REPRESENTING 39% OF TOTAL MARKET

Sources: IHS Automotive Driven by Polk, Vehicles In Operation (VIO), Personal Registrations, Enhanced Ethnic Data, VIN Years: 1981-2017; As of April 2016, Tucson DMA

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Total NEW Auto Sales Are Down In Tucson, Total NEW Auto Sales Are Down In Tucson, But Hispanics Are Not The Reason But Hispanics Are Not The Reason % Change in New Vehicle Unit Sales Year over Year

% CHANGE IN NEW VEHICLE UNIT SALES YEAR OVER YEAR

Total

Hispanic

Non-Hispanic

3.0%

-1.0% -2.0% Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, May 2016 CYTD (Jan-May16 & Jan-May15), Tucson DMA

Courtesy of

Since 2014, Share Of New Total Sales Since 2014, Share of New Total SalesHas to Tucson Hispanics Has By Grown2.8 By 2.8 Points To Tucson Hispanics Grown Points

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, May 2016 CYTD (Jan-May16 & Jan-May15), Tucson DMA.

25.5%

28.3%

27.2%

2014

2015

2016

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May14, Jan-May15 & Jan-May16), Tucson DMA

Courtesy of

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May14, Jan-May15 & Jan-May16), Tucson DMA.

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TUCSON TOTAL

TUCSON HISPANIC

BRAND RANKER

RANK

BRAND

S0M

RANK

BRAND

S0M

13.6%

14.8%

11.9%

14.1%

10.1%

12.0%

9.1%

11.3%

8.6%

7.7%

6.6%

7.4%

5.1%

6.5%

4.5%

4.1%

4.2%

3.9%

#10

4.1%

#10

3.3%

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May14, Jan-May15 & Jan-May16), Tucson DMA

Courtesy of

CUV/SUV Consistently Top Segment Tucson Hispanics

CUV/SUV Consistently Top CYTD Segment SEGMENT SHARE AMONG HISPANICS: 2014-2016 (MAY) Tucson Hispanics SEGMENT SHARE AMONG HISPANICS: 2014-2016 CYTD (MAY)

35%

33%

31%

22% 17% 17%

18%

CUV/SUV

18%

18% 18%

17%

15%

6% 2014

2015

2016

Source: Polk, New Vehicle Personal Registrations (Sales & leases) Enhanced Ethnic Data, 2016 CYTD (JAN-MAY); Tucson DMA; Note segments include Non-Luxury and Luxury models

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COMPACT PICKUP FULL/MIDSIZE

SUBCOMPACT

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Top 10 Models By Segment: 2016 CYTD RANKED BY MODEL SALES TO TUCSON HISPANICS RANK

CUV/SUV

COMPACT

FULL/MID SIZE

PICK-UP

SUBCOMPACT

DODGE JOURNEY

NISSAN SENTRA

NISSAN ALTIMA

CHEVY SILVERADO 150/1500

NISSAN VERSA

JEEP PATRIOT

TOYOTA COROLLA

CHEVY MALIBU

RAM 150/1500

TOYOTA SCION

NISSAN ROGUE

HONDA CIVIC

FORD FUSION

FORD F-150

HYUNDAI ACCENT

TOYOTA RAV4

DODGE DART

HONDA ACCORD

TOYOTA TACOMA

FORD FIESTA

JEEP CHEROKEE

FORD FOCUS

TOYOTA CAMRY

TOYOTA TUNDRA

CHEVY SONIC

FORD ESCAPE

CHEVY CRUZE LIMITED

KIA OPTIMA

NISSAN FRONTIER

FIAT 500

FORD EXPLORER

VOLKSWAGEN JETTA

DODGE CHARGER

CHEVY COLORADO

HONDA FIT

JEEP WRANGLER

HYUNDAI ELANTRA SEDAN

HYUNDAI SONATA

GMC SIERRA 150/1500

AUDI A3

HONDA CR-V

BUICK VERANO

CHRYSLER 200

RAM 250/2500

KIA RIO

#10

JEEP GRAND CHEROKEE

MAZDA 3

NISSAN MAXIMA

CHEVY SILVERADO 250/2500

MINI COOPER

TOP 10 % SHARE OF SEGMENT

46%

83%

89%

97%

92%

Source: Polk, New Vehicle Personal Registrations (Sales & leases) Enhanced Ethnic Data, 2016 CYTD (JAN-MAY); Tucson DMA; Note: Segments include Non-Luxury and Luxury models; *Nissan Rogue includes Rogue and Rogue Select

Courtesy of

In 2015, Hispanics Accounted For 32% Of The Total Used Vehicle Sales In Tucson

TUCSON HISPANICS SPENT

$125M

ON USED VEHICLES IN 2015 (32% OF THE TOTAL USED VEHICLE SALES IN TUCSON) Source: IHS 2015 Global Insight Hispanic Market Monitor Courtesy of

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A Big Opportunity… Doesn’t Go Unnoticed

“Hispanics are also another key demo for LSR Ethnic operators. This group is projected to grow 12% from 2013-18 and with that comes an increased desire for flavors from their home country, as well as a general 'adventurous' palate for ethnic flavors.” LSR: ETHNIC CONCEPTS NOTE: LSR = Limited-Service Restaurant Source: Mintel Oxygen Report, February 2015 Courtesy of

Hispanics Love Eating Out

$1.7BILLION Hispanics Love Eating Out!

SPENT BY PHOENIX HISPANICS ON 'FOOD AWAY FROM HOME' IN 2015

22% Of Spending In Phoenix Courtesy of

IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA

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Valuable Consumers Per Household, Phoenix Hispanics Spend More on Eating Out Valuable Consumers Per Household, Phoenix Hispanics Spend More on Eating Out

“Food Away from Home” “FOOD AWAY Amount Spent per Household in 2015 FROM HOME”

AMOUNT SPENT PER HOUSEHOLD IN 2015

+10% More

Hispanic

$4,113

Than Non-Hispanics

$3,728

Non-Hispanic

IHS Global Insight - 2015 Hispanic Market Monitor Total consumer dollars spending: Quick Service Restaurants IHS Global Insight - 2015 Hispanic Market Monitor Total consumer dollars spending : Quick Service Restaurants

Courtesy of

Hispanics Enjoy A Variety of Menu Choices Hispanics Enjoy A Variety of Menu Choices RESTAURANT TYPES VISITED IN THE PAST 30 DAYS BY PHOENIX HISPANICS

Restaurant types visited in the past 30 days by Phoenix Hispanics Index*

Any Mexican restaurant

116

Any Chinese restaurant

124

Any pizza restaurant

101

Any seafood restaurant

138

Any Italian restaurant

Any coffee house/coffee bar

107

Any ice cream/yogurt shop

Any steakhouse

Any sports bar

Any other Asian restaurant

Any upscale restaurant

47% 43% 32% 16% 15% 14% 12% 11% 10% 9% 8%

*Index compares Hispanics vs. the total market

Hispanic Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Hispanic Adults 18+, Phoenix DMA

Hispanic Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Hispanic Adults 18+, Phoenix DMA Courtesy of

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Phoenix Hispanics Frequent Sit-Down Restaurants Primarily For Dinner

BREAKFAST

LUNCH

DINNER

37% 35% 79% vs. vs. vs. 31% FOR NH

51% FOR NH

76% FOR NH

Source: Hispanic Scarborough, 2016 Release 1 (Feb 2015 – Jan 2016), Hispanic Adults 18+, Phoenix DMA; Base: Visited any sit-down restaurant in the past 30 days

Courtesy of

Phoenix Hispanics Over-Index On 4 Of The Top 5 Casual Dining Restaurants RANK #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15

SIT-DOWN RESTAURANTS VISITED FOR ANY MEAL

HISPANIC

NON-HISPANIC

HISPANIC INDEX (VS. TOTAL)

Any Sit-Down Restaurant Denny’s IHOP Olive Garden Golden Corral Buffalo Wild Wings Applebee’s Chili’s Red Lobster Village Inn Oregano’s Pizza Bistro LongHorn Steakhouse P.F. Chang’s Macayo’s Z’Tejas Outback Steakhouse

81.0% 27.4% 20.5% 17.1% 17.1% 11.1% 10.7% 10.0% 7.2% 6.8% 5.0% 4.8% 4.7% 4.3% 4.3% 4.1%

79.0% 22.4% 14.5% 17.9% 8.3% 4.6% 15.5% 9.3% 8.9% 7.1% 4.0% 5.2% 3.7% 4.6% 1.7% 7.0%

102 116 129 97 165 181 75 106 84 96 118 95 122 95 183 65

Hispanic Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Adults 18+, Phoenix DMA; Base: Visited any sit-down restaurant in the past 30 days

Courtesy of

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Big Spending Power HISPANIC SPENDING ON “QUICK SERVICE RESTAURANTS” IN 2014

PHOENIX HISPANICS SPENT

$1.05BILLION ON QSR

25% OF PHOENIX SPENDING IHS Global Insight - 2015 Hispanic Market Monitor Courtesy of

Valuable Consumers Valuable Consumers

Amount Spent per Household at QSR in 2014

AMOUNT SPENT PER HOUSEHOLD AT QSR IN 2014 Hispanic

Non-Hispanic

+31%

More Spending

$2,525

Phoenix

$1,932

IHS Global Insight IHS - 2015 Market Monitor consumer dollars spending: Restaurants GlobalHispanic Insight - 2015 Hispanic Market Total Monitor Total consumer dollars spendingQuick : Quick Service Service Restaurants Courtesy of

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Hispanics Are Frequent Diners

NUMBER OF QSR VISITS IN THE LAST 30 DAYS

OF PHOENIX HISPANICS HAVE VISITED QSRs 5+ TIMES vs. 56% OF NON-HISPANICS

Hispanic Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Phoenix DMA, Adults 18+ Base: Visited any QSR in past 30 days Courtesy of

Phoenix Hispanics Frequent QSRs For Breakfast, Lunch and Dinner

BREAKFAST

LUNCH

DINNER

46% 75% 74% 41% FOR NH

78% FOR NH

73% FOR NH

Phoenix Hispanics Frequent QSRs For Breakfast, Lunch and Dinner Courtesy of

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Phoenix Hispanics Over-Index At 10 Of The Top 15 QSRs RANKED AMONG HISPANICS RANK

QSR VISITED FOR ANY MEAL IN PAST 30 DAYS

HISPANIC

NON-HISPANIC

HISPANIC INDEX (VS. TOTAL)

ANY QUICK SERVICE RESTAURANT

92.0%

87.0%

104

McDonald’s

51.6%

40.0%

121

Jack in the box

37.9%

18.7%

163

Burger King

29.7%

22.9%

121

Panda Express

28.8%

19.6%

132

Little Caesar’s

23.7%

10.5%

173

Taco Bell

23.4%

30.3%

Subway

22.1%

24.9%

Filiberto’s Mexican

19.3%

8.6%

173 111

Starbucks

18.4%

16.0%

#10

In-N-Out Burger

17.9%

18.5%

#11

Pizza Hut

16.2%

11.9%

125

#12

KFC

15.2%

12.6%

115

#13

Carl’s Jr.

14.6%

11.6%

118

#13

Chipotle

14.0%

16.7%

#15

Sonic

13.1%

14.6%

Hispanic Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Adults 18+, Phoenix DMA Base: Visited any QSR in the past 30 days Courtesy of

Restaurant Digital Engagement Extends to Online and Mobile Restaurant Digital Engagement Extends to Online and Mobile

OF HISPANICS VIEWED A 38% ofMENU ON RESTAURANT THEIR Hispanics SMARTPHONE Viewed a VS. Restaurant NH menu on their Smartphone vs. 31% NH

31%

23% of% Hispanics OF downloaded HISPANICSa DOWNLOADED restaurant’s A app on their RESTAURANT’S APP ON vs. THEIR Smartphone SMARTPHONE 10% NH

VS.

Searched for a Nearby Restaurant Using Smartphone

49%

33%

Hispanic

Non-Hispanic

Used A Mobile Coupon At Any Restaurant

25%

12%

Hispanic

Non-Hispanic

Methods of Digital Engagement Hispanic

Non-Hispanic

27% 21% 26%

Became a Facebook fan of any restaurant

Courtesy of

A Z

30% 27%

Used restaurant rating service to choose where to eat

Source: Burke, Casual Dining Restaurants Landscape Research 2014 Landscape Research 2014 Source: Burke, Casual Dining Restaurants

DATO S

32%

Received digital messages or daily deals

Used a mobile phone app to "check in" at a restaurant

10% NH

34%

Purchased a restaurant gift card

2 0 1 6

18% 22% 11%

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CONSUMER

Hispanic Restaurant Visitation Based More On Food Quality, Hispanic Restaurant Visitation Based More On Food Quality, Service And A Family Friendly Experience Service And A Family Friendly Experience 66%

Food/Variety/Quality

57%

23%

Price/Value

28%

16%

Service

12%

14%

Kids/Family/Friends

Ambience

Location/Convenience

13%

9% 8%

8% 29%

Hispanic

Non-Hispanics

Source: Burke, Casual Dining Restaurants Landscape Research 2014 Courtesy of Source: Burke, Casual Dining Restaurants Landscape Research 2014

Hispanics Love Eating Out!

$552M Hispanics Love Eating Out!

SPENT BY TUCSON HISPANICS ON 'FOOD AWAY FROM HOME' IN 2015

32% Of Spending In Tucson IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA

Courtesy of

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Valuable Consumers Per Household, Valuable Consumers Per Household, Tucson Hispanics Spend More on EatingEating Out Tucson Hispanics Spend More On Out “Food Away from Home” Amount Spent per Household in 2015

“FOOD AWAY FROM HOME” AMOUNT SPENT PER HOUSEHOLD IN 2015

+11% More

Hispanic

Than Non-Hispanics

$3,974

$3,572

Non-Hispanic

IIHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending: Quick Service Restaurants IIHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending : Quick Service Restaurants

CasualCasual Dining Category Growth Among Tucson Dining Category Growth Among Tucson Hispanics Out-Paces Non-Hispanics % GrowthOutpaces in sit-down restaurant Customers: 2011 vs. 2016 Hispanics Non-Hispanics % GROWTH IN SIT-DOWN RESTAURANT CUSTOMERS: 2011 VS. 2016

+12% NON-HISPANIC HISPANIC

-7%

Scarborough 2011 Release 1 (Feb 2010 – Jan 2011) vs. 2016 Release 1 (Feb 2015 – Jan 2016), Adults 18+, Tucson DMA; Visited any sit-down restaurant in the last 30 days; Base: Total

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Hispanics Enjoy A Variety Of Menu Choices Hispanics Enjoy A Variety of Menu Choices Restaurant typesVISITED visited in past 30 days by Tucson Hispanics RESTAURANT TYPES INthe THE PAST 30 DAYS BY TUCSON HISPANICS Index*

46%

Any Mexican restaurant

102

Any Chinese restaurant

116

Any pizza restaurant

Any Italian restaurant

12%

Any Sports Bar

12%

Any seafood restaurant

121

Any steakhouse

Any coffee house/coffee bar

Any other Asian restaurant

Any Japanese restaurant

Any upscale restaurant

35% 14%

11% 10% 9%

*Index compares Hispanics vs. the total market

Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Hispanic Adults 18+, Tucson DMA Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Hispanic Adults 18+, Tucson DMA

Courtesy of

Tucson Hispanics Frequent Sit-Down Restaurants For Breakfast, Lunch And Especially Dinner

BREAKFAST

LUNCH

DINNER

40% 44% 68% vs. vs. vs. 28% FOR NH

44% FOR NH

77% FOR NH

Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Adults 18+, Tucson DMA Based: Visited any sit-down restaurant in the past 30 days

Courtesy of

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Tucson Hispanics Over-Index At 13 Of The Top 15 Casual Dining Restaurants RANK

SIT-DOWN RESTAURANTS VISITED FOR ANY MEAL

HISPANIC

NON-HISPANIC

HISPANIC INDEX (VS. TOTAL)

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15

Denny’s Golden Corral Olive Garden IHOP Buffalo Wild Wings Applebee’s Texas Roadhouse Red Lobster The Cheesecake Factory Chili’s Famous Sam's Hooters Sullivan’s Steakhouse Mama’s Famous Pizza & Heros Village Inn

33.2% 22.8% 22.7% 21.2% 15.2% 14.5% 13.2% 9.9% 9.1% 6.8% 6.7% 4.6% 4.5% 2.9% 2.8%

11.8% 10.7% 17.4% 14.8% 7.1% 9.9% 11.9% 7.7% 4.8% 6.5% 4.1% 1.2% 1.5% 3.8% 8.0%

177 156 119 126 156 127 107 117 148 103 136 197 182 82 44

Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Adults 18+, Tucson DMA Base: Visited any sit-down restaurant in the past 30 days

Courtesy of

Big Spending Power HISPANIC SPENDING ON “QUICK SERVICE RESTAURANTS” IN 2014

TUCSON HISPANICS SPENT

$339M ON QSR

35%

OF TUCSON SPENDING IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Courtesy of

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Hispanics Are Hispanics Valuable Consumers Are Valuable Consumers Amount Spent per Household at QSR in 2015

AMOUNT SPENT PER HOUSEHOLD AT QSRs IN 2015

+32%

More Spending

$2,438

Tucson

$1,851

Hispanic

Non-Hispanic

IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending: Quick Service Restaurants

IHS Global Insight - 2015 Hispanic Market Monitor, Tucson DMA Total consumer dollars spending : Quick Service Restaurants

Courtesy of

Category Growth Among Tucson Hispanics Out-Paces Non-Hispanics QSR QSR Category Growth Among Tucson Hispanics % Growth in QSR Customers: 2011 vs. 2016 Out-Paces Non-Hispanics % GROWTH IN QSR CUSTOMERS: 2011 VS. 2016

+12% NON-HISPANIC

-1%

HISPANIC

Scarborough 2011 Release 1 (Feb 2010 – Jan 2011) vs. 2016 Release 1 (Feb 2015 – Jan 2016), Adults 18+, Tucson DMA; Visited any QSR in the last 30 days; Base: Total

Courtesy of

Scarborough 2011 Release 1 (Feb 2010 – Jan 2011) vs. 2016 Release 1 (Feb 2015 – Jan 2016), Adults 18+, Tucson DMA; Visited any QSR in the last 30 days; Base: Total

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Hispanics Are Frequent Diners

NUMBER OF QSR VISITS IN THE LAST 30 DAYS

OF TUCSON HISPANICS HAVE VISITED QSRs 5+ TIMES vs. 51% OF NON-HISPANICS

Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Tucson DMA, Adults 18+ Base: Visited any QSR in the past 30 days Courtesy of

Tucson Hispanics Frequent QSRs For Breakfast, Lunch And Dinner

BREAKFAST

LUNCH

DINNER

42% 83% 79% vs. vs. vs. 36% FOR NH

76% FOR NH

71% FOR NH

Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Adults 18+, Tucson DMA Base: Visited any QSR in the past 30 days

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Courtesy of

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Tucson Hispanics Over-Index At 14 Of The Top 15 Quick Service Restaurants RANKED AMONG HISPANICS QSR VISITED FOR ANY MEAL IN PAST 30 DAYS

HISPANIC

NON-HISPANIC

HISPANIC INDEX (VS. TOTAL)

ANY QUICK SERVICE RESTAURANT

92.7%

85.4%

106

McDonald’s

58.0%

39.9%

126

Little Caesars

37.6%

11.0%

186

eegee’s

33.3%

22.5%

127

In-N-Out Burger

30.9%

15.7%

147

Carl’s Jr.

27.7%

12.3%

157

Burger King

27.0%

24.9%

105

Taco Bell

24.6%

22.6%

106

Jack in the Box

24.1%

18.3%

119

Peter Piper Pizza

23.2%

3.5%

223

#10

Wendy’s

22.2%

19.3%

109

#11

Subway

20.5%

23.9%

#12

Pizza Hut

19.4%

13.2%

126

#13

Dairy Queen

18.0%

14.3%

116

#14

Lucky Wishbone

17.2%

5.8%

176

#15

Whataburger

17.0%

5.4%

179

RANK

Scarborough, 2016 Release 1 (Feb 2015 - Jan 2016), Adults 18+, Tucson DMA Base: Visited any QSR in the past 30 days Courtesy of

NOTES

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Overview METHODOLOGY OF SOCIAL MEDIA RESEARCH TOOL OYE! is a business intelligence solution that listens to consumers in their own space where they talk and share decisions online. Our reports deliver insight on what English-speaking, Spanish-speaking and bilingual Hispanics have to say about well-known brands and topics of general interest. Understanding consumer attitudes toward brands, their products and their marketing efforts provides our clients and partners with insights that inform marketing campaigns across digital channels.

ACTIONABLE INSIGHTS

OYE! is a language-neutral solution that can analyze conversations in English, Spanglish and Spanish to derive meaning from unstructured social conversations among Hispanics. OYE!’s natural language-processing solution is designed not only to identify Hispanics, but to also derive insights marketers can use in planning campaign strategy, messaging and targeting.

DEMOGRAPHICS

PSYCHOGRAPHICS

KEYWORDS

BUILD KNOWLEDGE

KNOW WHAT THOSE WHO

UNDERSTAND THE TERMS

OF AUDIENCE AGE,

INTERACT WITH A BRAND

MOST FREQUENTLY USED

GEOGRAPHY AND

LIKE, FOLLOW AND SHARE

TO GUIDE MORE AUTHENTIC

GENDER THROUGH SOCIAL

FOR USE IN TARGETING AND

CONTENT CURATION AND

CONVERSATIONS.

CONTENT CURATION.

CONVERSATION.

CHANNEL INSIGHTS UNDERSTAND BOTH WHERE CONSUMERS MOST FAVORABLY INTERACT WITH YOUR BRAND AS WELL AS WHERE YOUR COMETITORS FOCUS THEIR EFFORTS.

THE SOLUTION

Insights derived from social conversations by OYE! can provide key details into Hispanic consumers through their own statements about brands and industry topics through online conversations. OYE! analyzes those conversations to allow brands to understand different aspects of where their most useful audience segments are. OYE! also provides insights into how to create campaigns tailored to those specific groups of people.

THE VALUE

Leveraging insights from OYE! drives conversations tailored for Hispanic consumers where they want it, when they want it and how they want it. The result: Better conversion, lift and engagement resulting from campaigns targeted to the Hispanics most influential over purchasing decisions for your brand.

METHODOLOGY

The enclosed analyses are based on verified U.S. Hispanic conversations. The data was gathered from Instagram, Twitter, Facebook, blogs, forums and the web at large. Analyzed data was gathered from a date range that is specified on each individual case study. Source: OYE! Intelligence www.oyeintelligence.com

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Netflix Originals CASE STUDY BRIEF & APPROACH

2016 Comparative Analysis

Crouching Tiger, Hidden Dragon: Sword of Destiny NETFLIX Case Studythe highest positive sentiment (27%) conversations produced among Hispanics compared to the other top five drama titles during the analysis (Feb. 15 – Mar. 14), slightly overComparative AnalysisOverall Conversation Volume indexing from the industry2016average of 24%. Notably, Narcos and Gender Analysisamong the same dramas with 8%. ledSentiment negative sentiment

Over the past few years, Netflix has grown from originally only streaming movies and TV shows to creating their own original content beginning in 2013. Hit shows created by this digital channel include House of Cards and Orange Is the New Black.

House of Cards 12% 88% HISPANIC SENTIMENT PREFERENCE ANALYSIS Hispanic Sentiment Preference Analysis

OYE! technology conducted a digital analysis, via their Hispanic identification algorithm, to analyze the popularity of 13 Netflix Original dramas (shows and movies) among U.S Hispanics that include: Narcos (a show in Spanish that appeals to many Netflix Latino viewers), House of Cards, Marvel’s Daredevil, Crouching Tiger, Marco Polo, Bloodline, Marvel’s Jessica Jones, Atelier, Club de Cuervos, Sense8, Hemlock Grove, Orange Is the New Black and Beasts of No Nation.

22%

24%

Marvel's Daredevil Industry

25%

13%

87%

House of Cards

Marvel’s Daredevil

Orange is the New Black

85%

73%

71%

21%

27%

18%

Narcos

Orange Is the New Black

78%

Crouching Tiger, Hidden Dragon

Narcos

Crouching Tiger, Hidden 74% Dragon

This analysis covers over 10,000 Hispanic verified conversations gathered from over 80,000 posts gathered from Facebook, Twitter, blogs and the web at large about Netflix Originals in the drama section. The data was collected between Feb. 15 and March 14 in 2016.

90%

71%

74%

Positive

5,000

Neutral

Negative

10,000

15,000

20,000

25,000

Conversation among U.S. Hispanics peaked in New York Hispanic Non-Hispanic City where Marvel’s Daredevil and House of Cards trended equally. House of Cards also had the most mentions in Los Angeles.

30,000

Hispanic Geolocation

RESULTS

HISPANIC GEOLOCATION

House of Cards was the most mentioned in total volume but had a smaller proportion of Hispanic mentions (12%) while Narcos had 22% and Orange Is the New Black held 15% Hispanic mentions, respectively. This competitive analysis examined the top five 2016 shows among U.S. Hispanics out of Comparative Analysis the 13 Netflix Original Dramas reviewed.

Top Fiv New York, NY Los Angeles, CA Miami, FL 7

NETFLIX Case Study

Chicago, IL

OVERALL CONVERSATION VOLUME Overall Conversation Volume House of Cards

12%

Marvel's Daredevil

88%

13%

Orange is the New Black

Houston, TX

87%

TOP FIVE CITIES

85%

NEW YORK

22%

Narcos

78%

LOS ANGELES

14%

Crouching Tiger, Hidden Dragon

90%

MIAMI

CHICAGO

HOUSTON

5,000

10,000 Hispanic

15,000

20,000

25,000

30,000

35,000

40,000

Non-Hispanic

Hispanic Geolocation

Source: OYE! Intelligence www.oyeintelligence.com

Top Five Cities

DATO S New York, NY

22%

Los Angeles, CA

14%

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Beauty Brands U.S. Hispanics Top Ten Drugstore Brands Jordana Wet n' Wild

Hispanic Beauty Brand Preference Revlon

Rimmel London

Bourjois

CASE STUDY

Almay

Milani

Maybelline

BRIEF & APPROACH

L'Oreal the top 5 Hispanic brands, positive • Among

Male Over the past few years, the internet has revolutionized the NYC sentiment is highest towards L’Oreal and 55% way that brands gain additional exposure. It is now common 400 600 800negative 1,000 1,200 1,400 Maybelline .200Notably NYC led for an internet user to find a beauty brand advertisement on sentiment with 11%Hispanic Non-Hispanic search engine results that seem to follow the user around U.S. HISPANICS TOP FIVE DRUGSTORE BRAND SENTIMENT virtually through the different websites and forums they U.S. Hispanics Top Five Drugstore Brand Sentiment visit the rest of the day. Many of these ads lead to online Jordana purchases as well as social media conversations around the products' efficacy, price and other details. The OYE! Maybelline Intelligence platform recently was used to conduct a Hispanic beauty analysis of drugstore and high-end cosmetic brands, NYC examining which brands Hispanics prefer, along with which have the most foot traffic on social media and the web at Revlon large. L'Oreal

Female Female 45% 45%

2016 Comparative Analysis

This analysis was extrapolated from a sample of 36,045 online conversations, of which 2,421 were from verified2 | Conversation 0% 20% 40% 60% 80% 100% Volume and Sentiment U.S. Hispanics. These mentions of beauty brands came from U.S. Hispanics Top Ten High-EndPositive Brands Negative Neutral Twitter, Facebook, blogs, forums and the web at large. All data was pulled from March 27 to April 9 in 2016. This • MAC osmetics commanded by far the Makeup C Forever analysis was done on 21 drugstore brands and 28 high-end Estee Lauder greatest conversation volume among Hispanics brands. Cover FX compared to other high-end brands. This is Kat Von D also for Non-Hispanics Anastasia true Beverly Hills

RESULTS

Too Faced

• Jordana and Maybelline were the most popular drugstore brands among Hispanics, 2016 Comparative Analysis while Maybelline and NYC were most Beauty Brands popular among Non-Hispanics

• Although low in Hispanic conversation Female Female volume, Anastasia Beverly Hills had the 45% 45% Malethe highest positive sentiment. Too Faced had Shiseido

Dermablend Smashbox

MAC

2,000 4,000 sentiment 6,000 8,000 10,000 second highest positive Hispanic

U.S. Hispanics Top Ten Drugstore Brands

U.S. HISPANICS TOP TEN DRUGSTORE BRANDS

12,000

55% 14,000

Non-Hispanic

U.S. HISPANICS TOP FIVE HIGH-END BRAND SENTIMENT U.S. Hispanics Top Five High-End Brand Sentiment

Jordana Too Faced

Wet n' Wild Revlon

Estee Lauder

Rimmel London Bourjois

Makeup Forever

Almay Milani

Female Female 45% 45%

Anastasia BH

Maybelline L'Oreal NYC -

200

400 Hispanic

600

800

1,000

Male 55%

1,200

MAC

1,400

20%

40% Positive

Non-Hispanic

60% Negative

80%

100%

Neutral

U.S. Hispanics Top www.oyeintelligence.com Five Drugstore Brand Sentiment Source: OYE! Intelligence Jordana Maybelline

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Latinos Still Leading Key Digital Technology User Trends By ROBERT SCHOON (R.SCHOON@LATINPOST.COM)

LATINOS SPEND MORE TIME ONLINE

A 2015 study of Latinos' digital habits confirms that U.S. Hispanic consumers are still leading key technology and digital trends.

Ad Age's Hispanic Fact Pack found that Hispanics overindex for spending time online, whether streaming digital entertainment, using the internet on mobile devices and even spending time online via home computers, which previous studies have found Latinos in general are less likely to own.

It was 2013 when Pew Research found that Latinos tended to own smartphones at a higher rate than the national average. Media researcher Nielsen called Latinos "Ahead of the Digital Curve" in 2014, after finding Hispanic consumers in the U.S. particularly tended to stream more online video and were more likely to use mobile devices as "second screens," among other key measures of digital habits that Latinos overindexed for.

Despite that counterbalance, Latinos tended to spend 3.5 hours per day on a home computer, compared to 3.3 hours per day for the rest of consumers. Meanwhile, mobile-first Latinos helped outpace smartphone use for Latinos, at 2.1 hours per day versus 1.7 hours per day for non-Hispanics.

Fast-forward to this month, when Ad Age released its 2015 Hispanic Fact Pack, a meta-study that confirms Latinos are still leading the technology trends and gaining influence as powerful consumers and tastemakers.

Online video continues to be hot for Latinos in particular, expanding the trend Nielsen noted last year, to a rate in 2015 of 2.7 hours per day that Latinos spend on average streaming online video. This widens the gap even more compared to the non-Hispanic population, which watches online videos about 1.6 hours per day.

While the fact pack is written for an audience mostly made up of advertisers, the statistics about Latinos' use of digital technology are quite telling. Many key findings from the 2015 Hispanic Fact Pack highlighted by MediaPost's Engage: Hispanics show that online Latinos continue to be "superusers" of mobile technology and digital entertainment.

LATINOS PURCHASE MORE ONLINE, ESPECIALLY ON MOBILE

Latinos were also found to be more likely to purchase technology online using a computer, though only slightly (54.1 percent of Latinos vs 53.5 percent of non-Latinos). The same goes for buying food using a computer, where 24.8 percent of Hispanics had done so, compare to 23 percent of general consumer.

In short, it looks like Latinos won't be giving up their place on the top of forward-thinking consumers of cutting edge technology any time soon. Here are some of the highlights.

LATINOS ARE HEAVY SMARTPHONE USERS

But everyday mobile purchasing is where Latinos clearly led non-Hispanic U.S. consumers in terms of being digitally forward. While only 10.8 percent of non-Latino consumers reported buying items you'd find at your local drugstore on mobile devices, over 18 percent of Latinos had done the same.

While previous studies have found that Latinos are more likely to own a smartphone and tend to plan on purchasing their next mobile device earlier than the general population, Ad Age's Hispanic Fact Pack expands on how Latinos use their smartphones.

SO WHAT?

The study says, for example, that according to the study, 66 percent of Latino smartphone users peruse their phone's app store every month, compared to about 60 percent of nonLatinos. They also over-index for using social media on their mobile devices each month: Nearly 80 percent of Latino smartphone owners will visit a social media network using mobile devices each month, compared to about 77 percent of the general population.

Advertisers clearly will use these figures to continue to tweak their marketing campaigns to reach as many Latinos as possible, but the findings from the 2015 Ad Age Fact Pack do more than inform salespeople. They point to a long-term trend, in which Latino consumers are already ahead of the technology game and will consistently stay on top of those indicators. Especially as digital technology, mobile internet and online entertainment continue to have an outsized effect on the broader U.S. economy—and the young Hispanic population continues to lead both digital and demographic trends— Latino consumers' purchasing power and prestige are only likely to expand.

The most notable mobile trend Latino consumers are leading may be online video. Almost 66 percent watch online videos on smartphones each month, compared to less than 60 percent of non-Hispanics, the Ad Age Hispanic Fact Pack found.

www.latinpost.com/articles/72867/20150818/latinos-still-owning-key-digital-technology-user-trends.htm

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Percentage Of Internet Users Percentage Of Internet Users Per Racial Group Per Racial Group Percentage of Internet Users

PERCENTAGE OF INTERNET USERS

97% 81%

85%

78%

Hispanic

African-American

White

Asian-American

Source: Pew Research Center, Americans’ Internet Access: 2000-2015, June 2015 www.pewinternet.org/2015/06/26/americans-internet-access-2000-2015/ Source: Pew Research Center, Americans’ Internet Access: 2000-2015, June 2015 http://www.pewinternet.org/2015/06/26/americans-internet-access-2000-2015/

Amount of Internet Users Among Hispanics of Internet UsersPercentage Among Hispanics Has RisenPoints 35 PercentageSince Points Since 2000 HasAmount Risen 35 2000 PERCENTAGE USERS PercentageOF of INTERNET Internet Users 97% 85%

81%

78%

72% 53%

Asian

46%

White

38%

Hispanic

2000

2015

http://www.pewinternet.org/2015/06/26/americans-internet-access-2000-2015/

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Hispanic Media HispanicConsumption Media Consumption (Hours/Day)(Hours/Day)

3.54

3.50

2.22

Watching TV

Using Internet on Home Computer

Listening to Music Online

1.92

1.87

Watching Videos Online

Reading e-books

Source: Alcance Media Group, US Hispanic Trends and Behaviors, 2015 Source: Alcance Media Group, US Hispanic Trends and Behaviors, 2015 http://www.alcancemg.com/download/media-kits/hispanic-101-eng.pdf www.alcancemg.com/download/media-kits/hispanic-101-eng.pdf

Entertainment Content Is Key To Hispanic Engagement Entertainment ContentOnline is Key to Hispanic Online Engagement 37%

37%

35% 30%

27%

26%

Internet Radio

Streaming Video

Hispanics

Download Music

Non-Hispanics

Source: Alcance Media Group, US Hispanic Trends and Behaviors, 2015 Source: Alcance Media Group, US Hispanic Trends and Behaviors, 2015 www.alcancemg.com/download/media-kits/hispanic-101-eng.pdf http://www.alcancemg.com/download/media-kits/hispanic-101-eng.pdf

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Hispanics Are Efficient Online Shoppers Hispanics Are Efficient Online Shoppers 84%

80% 71%

70%

66%

20%

Search for Online Coupons

Download Online Coupons

Hispanics

Used Online Coupons

US General Population

Source: Alcance Media Group, US Hispanic Trends and Behaviors, 2015 www.alcancemg.com/download/media-kits/hispanic-101-eng.pdf Source: Alcance Media Group, US Hispanic Trends and Behaviors, 2015 http://www.alcancemg.com/download/media-kits/hispanic-101-eng.pdf

Latinos Purchase More Online Latinos Purchase More Online 54.1%

53.5%

24.8%

23.0% 18.0% 10.8%

Purchasing Technology Online Purchasing Technology Online Using a Computer Using A Computer

Buying Food Food Using Using A A Computer Computer Buying

Latinos

Non-Latinos

Source: Latin Post, Latinos Still Owning Key Digital Technology User Trends, August 2015

www.latinpost.com/articles/72867/20150818/latinos-still-owning-key-digital-technology-user-trends.htm Source: Latin Post, Latinos Still Owning Key Digital Technology User Trends, August 2015 http://www.latinpost.com/articles/72867/20150818/latinos-still-owning-key-digital-technology-user-trends.htm

DATO S

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2 0 1 6

Everyday Mobile Mobile Purchasing Purchasing Everyday

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Time Online TimeLatinos Latinos SpendSpend Online (Hours/Day) (Hours/Day) 3.5

3.3 2.7 2.1 1.7

Home Computer

1.6

Smartphone

Latinos

Online Video

Non-Latinos

Source: Latin Post, Latinos Still Owning Key Digital Technology User Trends, August 2015 Source: Latin Post, Latinos Still Owning Key Digital Technology User Trends, August 2015 www.latinpost.com/articles/72867/20150818/latinos-still-owning-key-digital-technology-user-trends.htm

http://www.latinpost.com/articles/72867/20150818/latinos-still-owning-key-digital-technology-user-trends.htm

Hispanics And African-Americans Rely Heavily On Smartphones Hispanics and African-Americans Rely Heavily on Smart Phones 73 67 58

61 55

55 55 43

47 46

26 12

InfoAbout AboutAAHealth Health Online OnlineBanking Banking Info Condition Condition

RealEstate EstateInfo Info Real

InfoAbout AboutAAJob Job Info

White

Black

Gov't Services Educational Gov't Services or Educational Content Info or Info Content

SubmitaaJob Job Submit Application Application

Hispanic

*% of US adult smartphone owners in each group who have used their phone in the past year Source: Pew Research Center, Racial and Ethnic Differences in How People Use Mobile Technology, April 2015 Source: Pew Research Center, Racial and Ethnic Differences in How People Use Mobile Technology, April 2015 www.pewresearch.org/fact-tank/2015/04/30/racial-and-ethnic-differences-in-how-people-use-mobile-technology/ http://www.pewresearch.org/fact-tank/2015/04/30/racial-and-ethnic-differences-in-how-people-use-mobile-technology/

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Latinos Are Heavy Smartphone Users

Latinos Are Heavy Smartphone Users 80% 66%

77% 66%

60%

App Store

Social Media Network

Latinos

60%

Online Video

Non-Latinos

http://www.latinpost.com/articles/72867/20150818/latinos-still-owning-key-digital-technology-user-trends.htm

Mobile Application Duration By Ethnicity Mobile Application Duration By Ethnicity 274

NOTE: MAD - The amount of time in minutes consumers spend on each platform

248 231

Duration Index*

184 145 128

133

126

142 146

144

138 108

142

124

175

137

99 62

Facebook

Google

Instagram

Snapchat

8.1 AVG MINS

3.7 AVG MINS

7.0 AVG MINS

6.6 AVG MINS

Multicultural

Hispanic

Black

Asian *Indexed to Non Multi-Cultural consumers

Source: Nielsen, The Multicultural Edge: Rising Super Consumers, March 2015

www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/the-multicultural-edge-rising-super-consumers-march-2015.pdf Source: Nielsen, The Multicultural Edge: Rising Super Consumers, March 2015 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/the-multicultural-edge-rising-super-consumers-march-2015.pdf

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U.S. Teen and Social Media Use

U.S. Teen AndofSocial Use Percentage Teens In TheMedia U.S. 71

PERCENTAGE OF TEENS IN THE U.S.

75 70 64

52 42

40 41

Facebook

Instagram

Snapchat

Twitter

White

Black

Google+

Vine

15 10

Tumblr

Hispanic

Source: Pew Research Center, Teen, Social Media and Technology Overview 2015, April 2015 www.pewinternet.org/files/2015/04/PI_TeensandTech_Update2015_0409151.pdf

Source: Pew Research Center, Teen, Social Media and Technology Overview 2015, April 2015 http://www.pewinternet.org/files/2015/04/PI_TeensandTech_Update2015_0409151.pdf

Hispanic And African-American Teens Use Messaging Apps More Frequently Than White Teens Hispanic and African-American Teens Use Messaging Apps More Frequently Than White Teens PERCENTAGE OF TEENS WHO USE MESSAGING APPS Percentage of Teens Who Use Messaging Apps

White

Black

Hispanic

Source: Pew Research Center, Teen, Social Media and Technology Overview 2015, April 2015 Source: Pew Research Center, Teen, Social Media and Technology Overview 2015, April 2015 www.pewinternet.org/files/2015/04/PI_TeensandTech_Update2015_0409151.pdf http://www.pewinternet.org/files/2015/04/PI_TeensandTech_Update2015_0409151.pdf

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Digital Technology Used By Millennials By Race Digital Technology Used By Millennials By Race

94% 93% 95% 91%

50% 51%

54%

46%

10% 10% 11% 11% Smartphone

Tablet

Overall

Whites

Cell Phone Without An Internet Connection

African-Americans

Hispanics

Source: American Press Institute, How Millennials Use Technology To Get News, August 2015 www.americanpressinstitute.org/publications/reports/survey-research/race-ethnicity-device-usage-connectivity/

Source: American Press Institute, How Millennials Use Technology To Get News, August 2015 https://www.americanpressinstitute.org/publications/reports/survey-research/race-ethnicity-device-usage-connectivity/

YouTube Relied On Heavily By Hispanics To Obtain News and Information YouTube Relied On Heavily By Hispanics To Obtain News and Information

APPLICATIONS/WEBSITES VISITED TO NEWS INFORMATION Applications/Websites Visited ToOBTAIN Obtain News andAND Information 45% 38% 33%

20%

YouTube

30%

19%

16% 14% 11%

Instagram

14%15% 9%

Twitter

White

African-American

10% 6%

Hispanic

Source: American Press Institute, How Millennials Use Technology To Get News, August 2015 www.americanpressinstitute.org/publications/reports/survey-research/race-ethnicity-device-usage-connectivity/ Source: American Press Institute, How Millennials Use Technology To Get News, August 2015 https://www.americanpressinstitute.org/publications/reports/survey-research/race-ethnicity-device-usage-connectivity/

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11%

5% Tumblr

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Hispanic Internet Users Look To Interact With Others While Online Hispanic Internet Users Look To Interact With Others While Online

AMONG INTERNET USERS, THE % WHO READ OR COMMENT IN DISCUSSION FORUMS Among internet users, the % who read or comment in discussion forums

17%

16% 13%

White

Black

Hispanic

Source: Pew Research Center, Mobile Messaging and Social Media 2015, August 2015 Source: Pew Research Center, Mobile Messaging and Social Media 2015, August 2015 www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/ http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/

3 Out Of 4 Hispanics Use Facebook Regularly WhileRegularly OnlineWhile Online 3 Out Of 4 Hispanics Use Facebook Among Internet users, the % who use Facebook

AMONG INTERNET USERS, THE % WHO USE FACEBOOK 75%

70%

67%

White

Black

Hispanic

Source: Pew Research Center, Mobile Messaging and Social Media 2015, August 2015 www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/ Source: Pew Research Center, Mobile Messaging and Social Media 2015, August 2015 http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/

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Mobile Messaging And Social Media 2015 2

36% OF SMARTPHONE OWNERS USE MESSAGING APPS, PEW RESEARCH CENTER WHILE 17% USE APPS THAT AUTOMATICALLY DELETE SENT MESSAGES BY MAEVE DUGGAN

Summary of Findings

SUMMARY OF FINDINGS today’s world, people — particularly InIn today’s world, people — particularly youngyoung people — are continually adapting —people are continually finding andfinding adaptingand new ways of new ways of communicating electronically to fit communicating electronically to fit their needs. Case in point: theirmarks needs. in Pew point: 2015 marks theasked first 2015 the Case first time Research Center has time Pewabout Research hasapps asked specifically mobile Center messaging as a separate specifically about mobile messaging a kind of mobile activity apart from cell phone apps texting.asAnd separate kind oftomobile activity apart from cell already, according a new survey, 36% of smartphone phonereport texting. already, according to a new owners usingAnd messaging apps such as WhatsApp, survey, 36% and of smartphone report using Kik or iMessage 17% use apps owners that automatically messaging apps such suchasasSnapchat WhatsApp, Kik or delete sent messages or Wickr. iMessage, and 17% use apps that automatically delete sent messages such as Snapchat oramong Both of these kinds of apps are particularly popular Wickr. young adults. Half (49%) of smartphone owners ages

Throughout this report, analysis is largely based on these

18 to 29 use messaging apps, while 41% use apps that

groups.

Messaging Apps Appeal to Smartphone Owners % of smartphone owners who use …

Pew Research Center Survey, March 17-April 12, 2015. PEW RESEARCH CENTER

Both of these kinds apps are particularly popular among young adults. Half (49%) of automatically delete sent of messages. These apps are free smartphone owners ages 18 to 29 use messaging apps, while 41% use apps that automatically and when connected to Wi-Fi, they do not use up SMS Along with asking about usage of mobile messaging apps, delete sent messages. These apps are free, and whentheconnected to Wi-Fi, they do not use up SMS (Short Messaging Service) or other data. Furthermore, they survey also tracked usage of a variety of social media (Short Messaging Service) or other data. Furthermore, they offer a more private kind of social offer a more private kind of social interaction than traditional platforms and online forums. Among the key findings: interaction than traditional social media platforms such as Facebook or Twitter. social media platforms such as Facebook or Twitter. •

The proportion of online adults who use Pinterest and

The results in this report reflect the noteworthy and rapid emergence of different kinds of The results in this report reflect the noteworthy and rapid Instagram has doubled since Pew Research Center communications tools serving different social needs. These new tools add to an already complex emergence of different kinds of communications tools first started tracking social media platform adoption and varied terrain of online and mobile interaction. serving different social needs. These new tools add to an

in 2012. Some 31% of online adults use Pinterest

already complex and varied terrain of online and mobile

(up from 15% in 2012), while 28% use Instagram

Overall, this survey found that 85% of adults are internet users and 67% are smartphone users. interaction. (up from 13% in 2012). However, none of the social Throughout this report, analysis is largely based on these groups.

media platforms measured in this survey experienced

Overall, this survey found that 85% of adults are internet

a statistically significant increase in usage between

Along with asking about usage of mobile messaging apps, the survey also tracked usage of a variety users and 67% are smartphone users. September 2014 and April 2015. of social media platforms and online forums. Among the key findings:

RECOMMENDED CITATION: Duggan, Maeve. “Mobile Messaging and Social Media – 2015” Pew Research Center. August 2015. Available at: www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/



The proportion of online adults who use Pinterest and Instagram has doubled since Pew Research Center first started tracking platform adoption A Z 2 0 1 6 in 2012. Some 31% of DA T Osocial S media online adults use Pinterest (up from 15% in 2012), while 28% use Instagram (up from 13% in 90

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In terms of user engagement, the proportion of

likely than women to participate in discussion forums

Instagram, Pinterest and LinkedIn users who use each

online.

respective site daily has increased significantly since September 2014. Fully 59% of Instagram users, 27%

•

The analysis in this report is based on telephone

of Pinterest users and 22% of LinkedIn users visit these interviews conducted March 17, 2015 through April PEW RESEARCH CENTER platforms daily. 12, 2015 among a national sample of 1,907 adults, 18 years of age or older, living in all 50 U.S. states •  Facebook theengagement, most popular social media site of Instagram, and the District of Columbia. 672 respondents were In termsremains of user the proportion Pinterest and LinkedIn users who – use 72%each of online adults aresite Facebook users,increased amounting significantly interviewed a landline telephone and59% 1,235 respective daily has since on September 2014. Fully ofwere

users, 27% of Growth Pinterest users LinkedIn on users visit these platforms daily. toInstagram 62% of all American adults. on the site and has 22% ofinterviewed a cell phone, including 730 who had largely plateaued. There has not been a significant

no landline telephone. Of the full sample, 1,612

 change Facebook theofmost popular social 72% ofusers. online in the remains overall share users since 2012. Thosemedia site are–internet Theadults marginare of Facebook sampling error for amounting to 62% of allwith American adults. Growth theon site plateaued. onusers, Facebook remain highly engaged 70% saying results on based thehas full largely sample is plus or minus 2.6 There has not been a significant change in the overall share of users since 2012. Those on based they log on daily, including 43% who do so several percentage points. Because many items were Facebook log samples, on daily,results including who do so in times a day. remain highly engaged with 70% saying they on half based 43% on internet users several times a day. this report have a margin of sampling error of either •

Some 15% of internet users read or comment in

plus or minus 3.9 percentage points or plus or minus

 discussion Some 15% of internet users read forumspoints. suchResults as reddit, or forums such as reddit, Digg or or comment Slashdot, in discussion 4.0 percentage basedDigg on smartphone Slashdot, while use website the blogging Young are ofparticularly to 4.6 while 10% use the 10% blogging Tumblr. website Young Tumblr. owners haveadults a margin error of pluslikely or minus use both Tumblr and more generally, and men likely than adults are particularly likelydiscussion to use bothforums Tumblr and percentage points.are Seemore the Methods sectionwomen at the end to participate in discussion forums online. discussion forums more generally and men are more of this report for more details.

Pinterest and Instagram Usage Doubles Since 2012, Growth on Other Platforms is Slower % of online adults who say they use the following social media platform, by year

Pew Research Center Survey, March 17-April 12, 2015. PEW RESEARCH CENTER

Source: www.pewresearch.org

The analysis in this report is based on telephone interviews conducted March 17, 2015 through DATO S A Z 2 0 1 6 April 12, 2015 among a national sample of 1,907 adults, 18 years of age or older, living in all 50 91

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Hispanics Are Active Digital Consumers

THE INTERNET IS A TRUSTED MEDIUM

INCREASED ACCESS TO INFORMATION

USING FOR ENTERTAINMENT

Agree, “For information, the first place I look is the internet”

Agree, “The internet has increased my desire to search for information”

Agree, “The internet has become a primary source of entertainment for my family” vs. 33% Non-Hispanic

Source: Simmons NHCS Winter 2016, Full Year. Base: Hispanic A18+ Online User (used any web sites in the last 30 days).. Courtesy of

Phoenix Online Hispanics PhoenixOnlineHispanicsAreaGrowingDemoYouNeedtoReach Are A Growing Demo You Need To Reach Growth of Those Who Have Been Online In Past 30 Days

GROWTH OF THOSE WHO HAVE BEEN ONLINE IN PAST 30 DAYS 2011 2011 -- 2016 2016 +87%

+50% +35%

+8%

+15%

+11%

A18-34

+27%

+2% A35-44

+14%

+3% A45-54

Non-Hispanic

A55+

Hispanic

Source: Scarborough Trending, 2011 Release 1 (Feb10-Jan11) 2016 Release 1 (Feb15-Jan16), Source: Hispanic Hispanic Scarborough Trending, 2011 Release 1 (Feb10-Jan11) to 2016toRelease 1 (Feb15-Jan16), Adults 18+ who have visited a Adults 18+ who have visitedPhoenix a website website in the past 30 days; DMAin the past 30 days; Phoenix DMA

DATO S

A Z 93

A18+

2 0 1 6

Courtesy of

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Tucson Online Hispanics TucsonOnlineHispanics AreaGrowingYou DemoYouNeed toReach Are a Growing Demo Need to Reach GROWTHofOF THOSE WHO HAVEBeen BEENOnline ONLINEInINPast PAST30 30Days DAYS Growth Those Who Have 2011 2016 2011 - 2016

+75% +58% +33% +9%

+5%

+2% -12%

A18-34

+34%

+27%

-26%

A35-44

A45-54

Non-Hispanic

A55+

A18+

Hispanic

Source: Scarborough Trending, 2011 Release 1 (Feb10-Jan11) to 2016 Release 1 (Feb15-Jan16), Adults 18+ who have visited a website in the past 30 days; Tucson DMA

Courtesy of

Phoenix Has…

933,000 Hispanic Adults

IN THE PHOENIX DMA

849,000

91%

805,000

86%

Hispanic Adults THAT ARE ONLINE

Hispanic Adults

WITH A MOBILE DEVICE

673,000 Hispanic Adults ON SOCIAL MEDIA

72%

Source: Hispanic Scarborough, 2016 Release 1 (Feb15-Jan16), Hispanics 18+; Phoenix DMA

Courtesy of

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A Z 94

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Tucson Has…

302,000 Hispanic Adults

IN THE TUCSON DMA

264,000

87%

245,000

81%

Hispanic Adults THAT ARE ONLINE

Hispanic Adults

WITH A MOBILE DEVICE

214,000

71%

Hispanic Adults ON SOCIAL MEDIA

Source: Scarborough, 2016 Release 1 (Feb15-Jan16), Hispanics 18+; Tucson DMA

Courtesy of

Internet Penetration Rate in Phoenix Since 2011, internet use by Hispanics grew by 23 percentage points vs. Non-Hispanics only 8 percentage points

Internet Penetration Rate In Phoenix SINCE 2011, INTERNET USE BY HISPANICS GREW BY 23 PERCENTAGE POINTS VS. NON-HISPANICS AT ONLY 8 PERCENTAGE POINTS

93% 91%

85% 68%

2011

2012

2013

2014

Non-Hispanics

2015

2016

Hispanics

Source: Hispanic Scarborough 2011-2016 Release 1, Adults 18+; Phoenix DMA;“internet use” defined as any internet access. Source: Hispanic Scarborough 2011-2016 Release 1, Adults 18+; Phoenix DMA; “Internet Use” defined as any Internet Access.

Courtesy of

DATO S

A Z 95

2 0 1 6

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Internet Penetration In Tucson Internet Penetration Rate inRate Tucson Since 2011, internet use by Hispanics grew by 17 percentage points vs. Non-Hispanics at only 9 percentage points

SINCE 2011, INTERNET USE BY HISPANICS GREW BY 17 PERCENTAGE POINTS VS. NON-HISPANICS AT ONLY 9 PERCENTAGE POINTS

91%

82%

87% 70%

2011

2012

2013

2014

Non-Hispanics

2015

2016

Hispanics

Source: Scarborough 2011-2016 Release 1, Adults 18+; Tucson DMA; “internet use” defined as any internet access.

Courtesy of

Source: Scarborough 2011-2016 Release 1, Adults 18+; Tucson DMA; “Internet Use” defined as any Internet Access.

Mobile Device Penetration in Phoenix Mobile Device ownership by Phoenix Hispanics has surpassed Mobile Device ownership by Non-Hispanics since 2014

Mobile Device Penetration In Phoenix MOBILE DEVICE OWNERSHIP BY PHOENIX HISPANICS HAS SURPASSED MOBILE DEVICE OWNERSHIP BY NON-HISPANICS SINCE 2014 86% 82%

0% 0% 2011

2012

2013

2014

Non-Hispanics

2015

2016

Hispanics

Source: Hispanic Scarborough 2011-2016 Release 1, Adults 18+,

Source: Hispanic 2011-2016 Release 1, Adults Phoenix DMA; Scarborough “Mobile Device” defined as owning a Tablet or 18+, Phoenix DMA; “mobile device” defined as owning a tablet or smartphone. Smartphone.

Courtesy of

DATO S

A Z 96

2 0 1 6

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Mobile Device Penetration in Tucson Mobile Device ownership by Tucson Hispanics has surpassed Mobile Device ownership by Non-Hispanics since 2014

Mobile Device Penetration In Tucson MOBILE DEVICE OWNERSHIP BY TUCSON HISPANICS HAS SURPASSED MOBILE DEVICE OWNERSHIP BY NON-HISPANICS SINCE 2014 81% 80%

0% 0% 2011

2012

2013

2014

Non-Hispanics

2015

2016

Hispanics

Source: Scarborough 2011-2016 Release 1, Adults 18+; Tucson DMA; “mobile 2011-2016 device” defined a tablet or DMA; smartphone. Source: Scarborough Releaseas1,owning Adults 18+; Tucson “Mobile Device” defined as owning a Tablet or Smartphone.

Courtesy of

Social Media Penetration in Phoenix Social Media Usage by Phoenix Hispanics has NOW surpassed Social Media Usage by Non-Hispanics

Social Media Penetration In Phoenix SOCIAL MEDIA USAGE BY PHOENIX HISPANICS HAS NOW SURPASSED SOCIAL MEDIA USAGE BY NON-HISPANICS 72% 71% 47% 37%

2011

2012

2013

2014

2015

2016

Non-Hispanics Source: Hispanic Scarborough 2011-2016 Release 1, Adults 18+; Phoenix “social media”2011-2016 defined asRelease having1,spent any time on social media websites in the past 30 days. Source: DMA; Hispanic Scarborough Adults 18+; Phoenix DMA; “Social Media” defined as having spent any time on social media websites in the past 30 days.

DATO S

A Z 97

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Social Media Penetration in Tucson Social Media Usage by Tucson Hispanics has NOW surpassed Social Media Usage by Non-Hispanics

Social Media Penetration In Tucson SOCIAL MEDIA USAGE BY TUCSON HISPANICS HAS NOW SURPASSED SOCIAL MEDIA USAGE BY NON-HISPANICS 71% 69% 45% 44%

2010

2011

2012

2013

Non-Hispanics

2014

2015

Hispanics

Source: 2011-2016 Release 1, Adults Source:Scarborough Scarborough 2011-2016 Release 1, Adults 18+;18+; Tucson DMA; Tucson “social media” defined spent time on social media websites in the past 30 days. “SocialDMA; Media” defined as having spentas anyhaving time on socialany media websites in the past 30 days.

Courtesy of

Phoenix Online Hispanics Top Websites/Apps Visited Past Month AMONG PHOENIX HISPANIC ONLINE ADULTS18+ (SORTED BY HISPANIC PERCENT) WEBSITE/APP VISITED PAST 30 DAYS

PHOENIX HISPANIC % COMPOSITION INDEX

WEBSITE/APP VISITED PAST 30 DAYS

PHOENIX HISPANIC % COMPOSITION INDEX

Facebook

81.1%

110

11. Instagram

30.1%

132

Google

79.7%

12. Cox

27.0%

YouTube

72.1%

141

13. Pinterest

22.9%

110

Netflix

49.8%

120

14. FOXNews

20.9%

Amazon

47.2%

100

15. CNN

20.3%

108

Craigslist

46.2%

117

16. Groupon

19.4%

Pandora

45.1%

149

17. Twitter

19.3%

134

Yahoo!

35.9%

101

18. Arizona Cardinals

17.3%

124

Google+

33.2%

175

19. ESPN

17.2%

33.0%

124

20. Bing

16.8%

106

10. eBay

Source: Hispanic Scarborough Release 1 2016 (Feb15-Jan16), Hispanic Adults 18+; Phoenix DMA; Base: Access Internet Index: % more or less likely than market’s average person

DATO S

A Z 98

2 0 1 6

Courtesy of

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Tucson Online Hispanics Top Websites/Apps Visited Past Month AMONG TUCSON ONLINE HISPANIC ADULTS18+ (SORTED BY HISPANIC PERCENT) WEBSITE/APP VISITED PAST 30 DAYS

TUCSON HISPANIC % COMPOSITION

INDEX

WEBSITE/APP VISITED PAST 30 DAYS

TUCSON HISPANIC % COMPOSITION

INDEX

Google

87.0%

100

11. Instagram

26.7%

143

Facebook

72.2%

12. eBay

23.1%

YouTube

53.2%

104

13. Pinterest

22.1%

113

Pandora

50.2%

130

14. ESPN

21.6%

Netflix

40.2%

101

15. CNN

19.6%

112

Amazon

37.9%

16. Bing

17.7%

Craigslist

35.3%

17. ABCNews

14.4%

118

Google+

35.2%

165

18. The Weather Channel

14.1%

Yahoo!

30.0%

19. Groupon

14.0%

28.7%

106

20. iHeartRadio

13.9%

115

10. Cox

Source: Scarborough 2016 Release 1 (Feb15-Jan16), Hispanic Adults 18+; Tucson DMA; Base: Access Internet Index: % more or less likely than market’s average person

Courtesy of

Phoenix Online Hispanics Top Media Websites Visited Past Month AMONG PHOENIX ONLINE HISPANIC ADULTS18+ (SORTED BY HISPANIC PERCENT)

MEDIA WEBSITE VISITED PAST 30 DAYS 1.

Fox10Phoenix.com/MyFoxPhoenix.com

Cox.com

ABC15.com

Univision.com/UnivisionArizona.com

AZFamily.com

Arizona Republic online/AZCentral.com

TelemundoArizona.com

KPNX online/12News.com

KUPD-FM/98kupd.com

PHOENIX HISPANIC % COMPOSITION

PHOENIX SPANISH-DOMINANT HISPANIC % COMPOSITION

24.9% 20.8% 18.4% 16.0% 15.5% 12.7% 12.5% 10.8% 6.5% 6.3% 5.0% 4.3% 4.2% 3.9% 3.0%

20.1% 23.1% 14.4% 30.6% 11.8% 3.7% 23.6% 7.3% 5.2% 5.6% 5.7% 1.7% 1.9% 1.3% 0.4%

10. AZTV.com 11. KKFR-FM/power983.com 12. KPHO.com 13. My45.com 14. KTAR-FM/ktar.com 15. KNIX-FM/knixcountry.com

Source: Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Hispanic Adults 18+ and Spanish-dominant Hispanic Adults 18+; Phoenix DMA; Base: Access Internet Index

DATO S

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Tucson Online Hispanics Top Media Websites Visited Past Month AMONG TUCSON ONLINE HISPANIC ADULTS18+ (SORTED BY HISPANIC PERCENT)

MEDIA WEBSITE VISITED PAST 30 DAYS 1.

Cox.com

KGUN9.com

Univision.com

TucsonNewsNow.com

TelemundoArizona.com

KVOA.com

Arizona Daily Star online/Tucson.com/AZStarNet.com

KRQQ-FM/krq.com

XFINITY.com/Comcast.net

10.

TucsonCitizen.com

TUCSON HISPANIC % COMPOSITION

TUCSON SPANISH-DOMINANT HISPANIC % COMPOSITION

18.9% 18.5% 18.2% 17.9% 16.9% 16.4% 13.9% 7.8% 5.7% 4.2%

17.4% 9.8% 39.2% 12.1% 37.7% 8.8% 2.8% 2.0% 3.7% 0.2%

Source: Scarborough 2016 Release 1 (Feb15-Jan16), Hispanic Adults 18+, Tucson DMA; Spanish-dominant Hispanic Adults 18+; sorted by Hispanic % Base: Access Internet Index

Courtesy of

Phoenix Ranks 5th With Hispanic Smartphone Penetration % OF HOUSEHOLDS WITH A SMARTPHONE

88%

HISPANIC TOTAL US

93%

DENVER

92%

SACRAMENTO

91%

DALLAS

90%

HOUSTON

89%

PHOENIX #5

88%

CHICAGO

86%

MIAMI

85%

LOS ANGELES

83%

NEW YORK

81%

SAN FRANCISCO

TOTAL US SMARTPHONE PENETRATION

=86%

PHOENIX

Hispanic Smartphone Penetration in Phoenix is Higher than the Hispanic Total U.S. and the Phoenix Total U.S.

Source: Local Watch Report 1Q 2016, The Nielsen Company; Mobile Insights, P13+, FEB2015

Courtesy of

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Phoenix Hispanic Smartphone/Tablet Ownership and Usage

OF PHOENIX HISPANIC HOUSEHOLDS OWN SMARTPHONES

OF PHOENIX HISPANIC HOUSEHOLDS OWN TABLETS

Vs. 70% for Non-Hispanics

Vs. 57% for Non-Hispanics

VARIOUS WAYS PHOENIX HISPANICS USE INTERNET/APPS ON SMARTPHONE VS TABLET LISTEN TO LOCAL RADIO STATION ONLINE

MOVIES (WATCH OR DOWNLOAD)

ONLINE DATING

LISTEN TO RADIO (LOCAL OR INTERNET)

WATCH TV ONLINE (NETFLIX, HULU)

DOWNLOAD/ PURCHASE MUSIC

INSTANT MESSAGING

PLAY OR DOWNLOAD GAMES

Smartphone

193

181

154

142

125

124

121

Tablet

268

202

166

175

165

196

110

132

Source: Hispanic Scarborough 2016 Release 1 (Feb15-Jan16), Hispanic Adults 18+; Phoenix DMA; Index: % more or less likely than market’s average person; sorted by smartphone

Courtesy of

Tucson Hispanic Smartphone/Tablet Ownership and Usage

OF TUCSON HISPANIC HOUSEHOLDS OWN SMARTPHONES Vs. 72% for Non-Hispanics

OF TUCSON HISPANIC HOUSEHOLDS OWN TABLETS

Vs. 48% for Non-Hispanics

VARIOUS WAYS TUCSON HISPANICS USE INTERNET/APPS ON SMARTPHONE VS TABLET LISTEN TO LOCAL RADIO STATION ONLINE

MOVIES (WATCH OR DOWNLOAD)

ONLINE DATING

LISTEN TO RADIO (LOCAL OR INTERNET)

Smartphone

137

132

231

Tablet

103

131

280

INSTANT MESSAGING

DOWNLOAD/ PURCHASE MUSIC

SOCIAL MEDIA

WATCH VIDEO CLIPS (YOUTUBE, ETC)

127

106

105

104

103

130

121

107

112

Source: Scarborough 2016 Release 1 (Feb15-Jan16), Hispanic Adults 18+; Tucson DMA; Index: % more or less likely than market’s average person; sorted by smartphone

Courtesy of

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Hispanics Are Super Social

OF ONLINE HISPANIC ADULTS 18+ ARE SOCIAL MEDIA USERS vs. 89% of Non-Hispanics Content shared by Hispanics is

Hispanic Consumers

Share Content

13% more likely

More Often

to be clicked on by others

Than Non-Hispanics Source: Simmons NHCS Winter 2016, Full year, Population Adults 18+; Base: “Online” defined as visited website/search engine in past 30 days; “Social Media User” defined by Simmons as visited social media websites in past 30 days, visited online sharing sites, or engaged in online social media activities (i.e. blogging) in past 30 days

Courtesy of

Phoenix Hispanic Social Media Users

AMONG PHOENIX HISPANIC ADULTS 18+

% USE SOCIAL MEDIA APPS

TIME SPENT USING SOCIAL MEDIA TIME SPENT/AVG DAY

PHOENIX HISPANICS % COMPOSITION

PHOENIX NON-HISPANICS % COMPOSITION

HISPANIC INDEX TO TOTAL

< 1 hour

25%

47%

1-2 hours

38%

26%

133

3-4 hours

21%

10%

171

5+ hours

112

Source: Hispanic Scarborough 2016 Release 1(Feb15-Jan16) Phoenix, Hispanic Adults 18+; Base: Visited Social Media site past month Index: % more or less likely than market’s average person

DATO S

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Tucson Hispanic Social Media Users AMONG TUCSON HISPANIC ADULTS 18+

71 APPS

% USE SOCIAL MEDIA TIME SPENT USING SOCIAL MEDIA

TIME SPENT/AVG DAY

TUCSON HISPANICS % COMPOSITION

TUCSON NON-HISPANICS % COMPOSITION

HISPANIC INDEX TO TOTAL

< 1 hour

35%

40%

1-2 hours

24%

36%

3-4 hours

15%

137

5+ hours

11%

146

Source: Scarborough 2016 Release 1 (Feb15-Jan16), Hispanic Adults 18+ ; Tucson DMA; Base: Visited Social Media site last month Index: % more or less likely than market’s average person

Courtesy of

Hispanics Hispanics Are More Engaged are more engaged on Mobile On Mobile NATIONAL NATIONAL 61%

I use my cellphone in many ways to get the information I need

58% 48%

My cellphone connects me to my social world

44% 40%

Friendships would not be as close as they are without my cellphone

33% 39%

Texting is just as meaningful as an actual conversation on the cellphone

35% 24%

I am likely to purchase products I see advertised on my cellphone

I would be interested in receiving advertisements on my cellphone

14% 17% 7% Hispanic

Non-Hispanic

Source: Simmons, Winter 2016, 12-month study; Base: Non-Hispanic Adults 18+, Hispanic Adults 18+ Answered above statements with any agreement

Courtesy of

Source: Simmons, Winter 2016, 12-month study (Base: Non-Hispanic Adults 18+, Hispanic Adults 18+). Answered above statements with any agreement.

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Netflix Usage Is Higher Among Hispanics Than Any Other Ethnicity NATIONAL Total US

Hispanics

Netflix (DVD/Streaming)

38%

45%

Netflix Streaming

35%

44%

Hulu Total

16%

Hulu Plus

Basic Hulu

11%

Amazon Prime Instant Video

15%

10%

Source: Nielsen, 2014 SUBSCRIPTION Video-on-demand Survey Courtesy of

NOTES

DATO S

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When you go back to school, you’re not only proving something to yourself, you’re showing your family it’s never too late to pursue a brighter future.

Big ideas shape the world. | phoenix.edu

Join Our Team!

Full and Part-Time Jobs Available

Join for a Job,

Stay for a

Career! To Join Our Team, go to jobs.frysfood.com

Excellent Advancement and Career Opportunities Fry’s ’ is an Equal Opportunity Employer

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LANGUAGE & MEDIA

Primary Languages Spoken In The United States Number of Primary Language Speakers in the United States 231,122,908

37,458,470

English English

2,896,766

2,047,467

1,613,346

Chinese Chinese

French/French Creole French and French Creole

Tagalog Tagalog

Spanish Spanish

Source: World Atlas, The Most Spoken Languages in America, December 2015 Source: World Atlas, The Most Spoken Languages in America, December 2015 http://www.worldatlas.com/articles/the-most-spoken-languages-in-america.html www.worldatlas.com/articles/the-most-spoken-languages-in-america.html

Bilingualism Among Hispanics Bilingualism Amongst Hispanics To Rise Continues ToContinues Rise 44% 38% 34%

31%

22%

Bilingual

English-Dominant

2003

Spanish-Dominant

2013

Source: Nielsen, The New American Vanguard, October 2015 Source: Nielsen, The New American Vanguard, October 2015 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/hispanic-consumer-report-oct-2015.pdf http://www.nielsen.com/us/en/insights/reports/2015/the-new-american-vanguard-latinos-50-are-healthy-wealthy-and-wise.html

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U.S. Hispanics And Primary Language Used By Nativity U.S. Hispanics and Primary Language Used By Nativity 76%

3rd Generation

42%

2nd Generation

All Hispanics

50%

56%

U.S. Born

Foreign Born

23%

39%

35%

60%

25%

36%

38%

English

Both

Spanish

Source: Pew Research Center, A Majority of English-speaking Hispanics in the U.S. Are Bilingual, March 2015 Source: Pew Research Center, A Majority of English-speaking Hispanics in the U.S. Are Bilingual, March 2015 www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/ http://www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/

U.S. Hispanics And Primary Language UsedandBy Age U.S. Hispanics Primary Language Used By Age 65 years and older

50-64 years

30-49 years

18-29 years

13%

40%

47%

25%

21%

32%

42%

33%

47%

36%

42%

English

Both

Spanish

Source: Pew Research Center, A Majority of English-speaking Hispanics in the U.S. Are Bilingual, March 2015 www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/

Source: Pew Research Center, A Majority of English-speaking Hispanics in the U.S. Are Bilingual, March 2015 http://www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/

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22%

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U.S. Hispanics And Primary Language Used By and Origin U.S. Hispanics Primary Language Used By Origin Salvadoran Salvadorean

Dominican Dominican

Cuban Cuban

63%

35%

10%

43%

13%

36%

51%

40%

34%

26%

Mexican Mexican

48%

16%

41%

42%

Puerto PuertoRican Rican

Englsih English

Both Both

Spanish Spanish

Source: Pew Research Center, A Majority of English-speaking Hispanics in 2015 the U.S. Are Bilingual, March 2015 Source: Pew Research Center, A Majority of English-speaking Hispanics in the U.S. Are Bilingual, March http://www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/ www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/

Rise In English Proficiency Among Young Hispanics Since 2000 Rise In English Proficiency Among Young Hispanics Since 2000 88% 76%

73% 59%

Ages 5 to 17

53% 55%

Ages 18 to 33

Ages 34 to 39

2000

52%

48%

Ages 50 to 68

2014

Source: Pew Research Center, Rise In English Proficiency Among U.S. Hispanics Is Driven By The Young , April 2016 Source: Pew Research Center, Rise In English Proficiency Among U.S. Hispanics Is Driven By The Young , April 2016 http://www.pewresearch.org/fact-tank/2016/04/20/rise-in-english-proficiency-among-u-s-hispanics-is-driven-by-the-young/ www.pewresearch.org/fact-tank/2016/04/20/rise-in-english-proficiency-among-u-s-hispanics-is-driven-by-the-young/

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43% 42%

Ages 69 and Older

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English The Dominant Language Used By Hispanics Online Language While Used by HispanicsEngaged While Online

English The Dominant Language Used By Hispanics While Engaged Online LANGUAGE USED BY HISPANICS WHILE ONLINE

48%

52%

English

Spanish

Source: The Wall Street Journal, "YouTube Rolls Out Ad Targeting Tool Geared For Hispanic Audiences," March 2015 blogs.wsj.com/cmo/2015/03/11/youtube-rolls-out-ad-targeting-tool-geared-for-hispanic-audiences/

Source: The Wall Street Journal, YouTube Rolls Out Ad Targeting Tool Geared For Hispanic Audiences, March 2015 http://blogs.wsj.com/cmo/2015/03/11/youtube-rolls-out-ad-targeting-tool-geared-for-hispanic-audiences/

'IS SPEAKING SPANISH NECESSARY Speaking Spanish Not Necessary To Be Considered Hispanic TO BE HISPANIC?'

28%

71%

All Hispanics

11%

19%

41%

87%

81%

58%

Foreign Born

U.S. Born

No, not necessary

Yes, necessary

Source: Pew Research Center, Is Speaking Spanish Necessary To Be Hispanic?, February 2016 Source: Pew Research Center, "Is Speaking Spanish Necessary To Be Hispanic?," February 2016 http://www.pewresearch.org/fact-tank/2016/02/19/is-speaking-spanish-necessary-to-be-hispanic-most-hispanics-say-no/ www.pewresearch.org/fact-tank/2016/02/19/is-speaking-spanish-necessary-to-be-hispanic-most-hispanics-say-no/

DATO S

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Hispanic Registered Voters

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Strong Presence Of Media Strong Presence of Media In Latino Lifestyle In Latino (Number of users Lifestyle in thousands)

AM/FM AM/FMRadio Radio

Hispanic

Multimedia Device Multimedia Device

Black

18,627 7,295

10,390

14,485

22,611

Internet on aa PC PC Internet on

4,235

5,749

13,211

20,001

5,442

9,059

Game Game Console

5,248

19,397

DVD/Blu-Ray DVD/Blu-ray Device Device

3,634

10,029 4,514

DVR/Time-shifted DVR/Time-shifted TV TV

7,013

13,629

10,899

7,409

Live Live TV+DVR

25,525

31,392

37,089 29,343 20,331 12,147

19,013

28,580

34,982

(NUMBER OF USERS IN THOUSANDS)

Video Video on a PC

App/Web App/Web on on a a Smartphone Smartphone

Video Videoon onaa Smartphone Smartphone

Asian-American

http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf

Hispanic Media Consumption By Age Range Monthly Minutes Spent By Medium Hispanic Media Consumption By Age Range

Live TV+DVR TV+DVR Live

DVR/Time-shifted DVR/Time-shifted TV TV

AM/FM Radio AM/FM

18+ years

DVD/Blu-ray DVD/Blu-Ray Device Device

18-24 years

Game Console Console

25-34 years

Multimedia Multimedia Device Device

Internet on on a a PC PC

35-49 years

Video on a PC Video

50-64 years

Source: Nielsen, The Total Audience Report, March 2016

Source: Nielsen, The Total Audience Report, March 2016 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf

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204 313 193 184 112

3,234 3,660 3,361 3,385 2,411

1,189 1,270 1,351 1,581 640 515

2,560 2,585 2,825 2,621 2,273 2,147

1,304 1,465 1,659 1,132 921 950

1,528 2,591 1,635 936 606 670

611 655 694 555 615 506

1,135 794 1,141 1,131 1,286 1,381

3,611 2,884 3,317 3,897 4,135 3,861

4,192

6,031 7,302

7,529

9,732

13,116

MONTHLY MINUTES SPENT BY MEDIUM

App/Web on a App/Web Smartphone Smartphone

65+ years

Video on on a a Video Smartphone Smartphone

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Percentage of Households With Various Devices By Ethnicity

92%

Hispanic

49%

44%

55%

49%

57%

16%

22%

27%

Enabled Smart High Definition Enabled Smart High-definition TV TV TV

39%

43%

48%

63% DVD DVD

16%

23%

41%

45%

44% DVD/Blu-Ray DVD/Blu-ray Player Player

71%

82%

90%

96%

94% 68%

74%

73%

90%

Percentage of Households With Various Devices By Ethnicity

Multimedia Multimedia Device Device

Black

Any Any Smartphone Smartphone

Subscription Subscription Video Video on On Demand Demand

Asian-American

Source: Nielsen, The Total Audience Report, March 2016 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf Source: Nielsen, The Total Audience Report, March 2016 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf

NOTES

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Any Any Tablet Tablet

Video VideoGame Game Console Console

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Mobile Device Penetration Among Mobile Subscribers 13+ By Ethnicity Mobile Device Penetration Among Mobile Subscribers By Ethnicity

20%

80%

White

12%

16%

12%

88%

84%

88%

Black

Hispanic

Smartphone

Asian-American

Feature Phone

http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf

Smartphones, Radio and TV Are The Most Popular Forms of Media Consumed By Hispanics Smartphones and Radio Are The Most Popular Forms of Media Consumed By Hispanics Weekly Minutes Spent By Race WEEKLY MINUTES SPENT

3,028

3,500

3,000

Radio

TV-Connected Devices

Hispanic

Black

PC Total

114

2 0 1 6

141

Asian-American

A Z

431

Smartphone (App+Web)

Source: Nielsen, Comparable Metrics Report, April 2016 Source: Nielsen, Comparable Metrics Report, April 2016 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/comparable-metrics-report-q4-2015.pdf http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/comparable-metrics-report-q4-2015.pdf

DATO S

609

650 266

439

309

256

500

225

219

1,000

798

1,500

811

1,085

2,000

1,670

2,500

Tablet (App+Web)

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Strong Smartphone Usage Among Hispanics Strong Smartphone Usage Among Hispanics

Weekly Minutes Spent By Race

DVD/Blu-Ray DVD/Blu-ray Device Device

Total Adults

Game Console Console Game

Device

Hispanic

Black

Video Video on onaaPC PC

427

631

578

App/Web App/Webon ona a Smartphone Smartphone

104

Multimedia Device Internet Internet on Multimedia on aa PC PC

337

222

230

137

118

125

112

115

59 AM/FMRadio Radio AM/FM

309

DVR/Time-Shifted DVR/Time-shifted TV TV

190

120

204 LiveTV+DVR TV+DVR Live

132

504

748

728

976

1,489

1,888

2,677

WEEKLY MINUTES SPENT BY RACE

Video Videoon ona a Smartphone Smartphone

Asian-American

Source: Nielsen, Source: The Total Audience Report, March 2016March 2016 Nielsen, The Total Audience Report, www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf

Hispanic Adults Highly Engaged Hispanic Adults Highly Engaged in Social Media In Social Media Percentage of Adults Engaged In Social Media

72%

Total U.S. Adults

80%

U.S. Hispanics

Source: MarketingProfs, "How To Effectively Market To The Growing US Hispanic Market," July 2015 www.marketingprofs.com/articles/2015/28151/how-to-effectively-market-to-the-growing-us-hispanic-market#ixzz3wft8OKpn

Source: MarketingProfs, How To Effectively Market To The Growing US Hispanic Market, July 2015 http://www.marketingprofs.com/articles/2015/28151/how-to-effectively-market-to-the-growing-us-hispanic-market#ixzz3wft8OKpn

DATO S

A Z

115

2 0 1 6

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Percentage of Households With Various Percentage of Households With Various Television Distribution Sources Ethnicity Television Distribution Sources By ByEthnicity 87%

84%

81%

77%

45% 45%

42% 36%

35%

31% 26%

10%

14%

16% 16%

12% 13%

20%

16% 11%

3% 2% 3% Broadcast Only

Cable Plus

Wired Cable (No Telco)

White

Black

Telco

Hispanic

Satellite

Broadband Only

Asian-American

Source: Nielsen, The Total Audience Report, March 2016 Source: Nielsen, The Total Audience Report, March 2016 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf

Number of With TV Provider and Internet TV Status By Ethnicity Number ofHouseholds Households With Provider (In thousands) And Internet Status By Ethnicity (IN THOUSANDS) 8,448 8,585

3,842

1,087

3,707

4,186

1,487 1,530 653

698

Broadcast Only and Broadband Access

320

153 Broadcast Only and No Internet/Dial-Up Access

Hispanic

Cable Plus and Broadband Access

Black

Asian-American

Source: Nielsen, The Total Audience Report, March 2016 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf

Source: Nielsen, The Total Audience Report, March 2016 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/q4-2015-total-audience-report.pdf

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Since 2008, Revenues At Spanish News Radio Stations Have Declined Significantly Since 2008, Revenues at Spanish Radio Stations Have Declined Significantly at Spanish News Radio Stations REVENUES Revenues AT SPANISH NEWS RADIO STATIONS

$1,328,000

$1,028,000

$949,000

2008

2009

$1,005,000

2010

$977,000

2011

$936,000

2012

2013

$875,000

$855,000

2014

2015

NOTE: This only news2016, station, not all spanish radio stations; Source: PEWreflect Researchnational Center, State spanish of the News Media June 2016 sadly yes,http://www.journalism.org/2016/06/15/state-of-the-news-media-2016/ but this is only 'news' in spanish radio station not 'all' Source: PEW Research Center, State of the News Media 2016, June 2016 www.journalism.org/2016/06/15/state-of-the-news-media-2016/

Weekly Time InWeekly Minutes Listening To Radio Time in MinutesSpent Spent Listening to Radio 939

898

891

848

841 781

747

Black

820

842 776

719

Hispanic Hispanic

2011

883 807

749

824

777 727

842 792

708

English-DominantH English-Dominant Hispanic

2012

858

2013

Spanish-DominantH Spanish-Dominant Hispanic

2014

802

764

728

704

Other Other

2015 *Adults 18-49 years of age

Source: Nielsen, "The Latino Listener: How Do Hispanics Tune In To The Radio," January 2016 www.nielsen.com/us/en/insights/news/2016/the-latino-listener-how-do-hispanics-tune-in-to-the-radio.html Source: Nielsen, The Latino listener: How Do Hispanics Tune In To The Radio, January 2016 http://www.nielsen.com/us/en/insights/news/2016/the-latino-listener-how-do-hispanics-tune-in-to-the-radio.html

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Weekly National Hispanic Radio Audience Has From 2011-2015 WeeklyIncreased National Hispanic Radio11% Audience Has Increased 11% from 2011-2015 (In millions)

(IN MILLIONS) 40.4

36.5

2011

2015

Source: LatinoHow listener: How Do Hispanics Tune To The Radio, January Source: Nielsen, "TheNielsen, Latino The Listener: Do Hispanics Tune In To TheInRadio," January 20162016 http://www.nielsen.com/us/en/insights/news/2016/the-latino-listener-how-do-hispanics-tune-in-to-the-radio.html www.nielsen.com/us/en/insights/news/2016/the-latino-listener-how-do-hispanics-tune-in-to-the-radio.html

NOTES

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Continued Low Representation Of Hispanics Inof Hispanics U.S. inMedia Continued Low-Representation U.S. Media % of Hispanic Journalists Working at U.S. Daily Newspapers

% OF HISPANIC JOURNALISTS WORKING AT U.S. DAILY NEWSPAPERS 5% 4%

2004

2006

2008

2010

2012

2014

2016

Source: PEW Research Center, State of the News Media 2016, June 2016 Source: PEW Research Center, State of the News Media 2016, June 2016 www.journalism.org/2016/06/15/state-of-the-news-media-2016/ http://www.journalism.org/2016/06/15/state-of-the-news-media-2016/

Major Spanish Daily Newspapers Major Spanish Daily Newspapers Face Significant Decline FaceTotalSignificant Decline Average Monday-Friday Circulation READERSHIP

49,953

La Opinion (Los Angeles)

64,260

40,315

El Nuevo Herald (Miami)

46,960

29,339

El Diario La Prensa (New York)

32,150

2015

2014

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Source: PEW Research Center, State of the News Media 2016, June 2016 www.journalism.org/2016/06/15/state-of-the-news-media-2016/ Source: PEW Research Center, State of the News Media 2016, June 2016

http://www.journalism.org/2016/06/15/state-of-the-news-media-2016/

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Phoenix TV Landscape ADULTS 18-49 – 4 BOOK AVERAGE – JUL 15/NOV 15/FEB 16/MAY 16 TOTAL DAY AVERAGE AUDIENCE

15,900

7,900

13,900

7,900

11,900

7,900

11,900

4,000

11,900

4,000

Source: NSI, Phoenix, 4 Book Average Jul '15/Nov '15/Feb '16/May '16 Sweeps, Live+SD, Adults 18-49. Rankings based on thousands. Total Day TP M-Su 6a-2a. *Includes only top 10 TV Stations

Courtesy of

KTVW UNI + KFPH UMA 4 BOOK AVG • • BROADCAST SHARES in PHOENIX• ADULTS 18-49 4 BOOK AVERAGE BROADCAST SHARES IN PHOENIX• ADULTS 18-49 KPPX ION 4%

KAZT IND 2%

KUTP IND 2%

KASW CW 4%

KTVW UNI 13%

KTVK IND 8%

KTAZ TEL 8%

KTAZ TEL 27%

KFPH UMA 8%

ALL BROADCAST

SPANISH LANGUAGE KSAZ FOX 15%

KPNX+ NBC 12%

21%

KFPH UMA 26%

KNXV ABC 12%

KPHO CBS 12% KMOH MMX 0%

KTVW UNI 47%

KVPA ETV 0%

KMOH MMX 0%

KPDF AZA 0%

29%

KPHE IND 0%

KVPA ETV 0%

73%

KTVW/KFPH Share: 21%

KTVW/KFPH Share: 73%

Spanish Language TVSPANISH share of Broadcast Viewing: 29% KTVW/ KUVE/ LANGUAGE Source: NSI, Phoenix, 4 Book Average Jul’15/Nov’15/Feb’16/May’16 Sweeps, Live+SD, Adults 18-49. Rankings based on thousands. Total Day TP M-Su 6a-2a. TV SHARE OF KFPH KFTU BROADCAST SHARE SHARE VIEWING

Source: NSI, Phoenix, 4 Book Average Jul '15/Nov '15/Feb '16/May '16 Sweeps, Live+SD, Adults 18-49. Rankings based on thousands. Total Day TP M-Su 6a-2a.

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Tucson TV Landscape ADULTS 18-49 – FEB/MAY 2016 AVERAGE TOTAL DAY AVERAGE AUDIENCE

4,600

3,300

1,700

1,200

800

400

2,900

2,100

Source: NSI, Tucson, 2 Book Average Feb & May 2016 Sweeps, Live+SD, Adults 18-49. Rankings based on thousands. Total Day TP M-Su 6a-2a.

Courtesy of

KUVE UNI + KFTU UMA FEB/MAY 2016 • BROADCAST SHARES in TUCSON• ADULTS 18-49

FEB/MAY 2016 • BROADCAST SHARES IN TUCSON• ADULTS 18-49 KWBA CW 4%

NHRR ION 2%

KUDF AZA 2%

KTTU IND 6%

KFTU UMA 2%

KHRR TEL 8%

KMSB FOX 10%

KUDF AZA 7%

KUVE UNI 14%

KUVE UNI 54%

ALL BROADCAST

KHRR TEL 32%

KOLD CBS 22%

SPANISH LANGUAGE

KGUN ABC 14% KFTU UMA 7%

KVOA NBC 16%

KUVE/KFTU Share: 16% Spanish Language TV share of Broadcast Viewing: 26%

16%

26%

KUVE/KFTU Share: 61%

SPANISH LANGUAGE TV SHARE OF BROADCAST VIEWING

61%

Source: NSI, Tucson, 2 Book Average Feb & May 2016 Sweeps, Live+SD, Adults 18-49. Rankings based on thousands. Total Day TP M-Su 6a-2a.

KUVE/ KFTU SHARE

Source: NSI, Tucson, 2 Book Average Feb & May 2016 Sweeps, Live+SD, Adults 18-49. Rankings based on thousands. Total Day TP M-Su 6a-2a.

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Spanish Language Is Here To Stay More Than 70% Of Hispanics Will Speak Spanish At Home In 2034 Spanish-Language is Here to Stay More than 70% of Hispanics will speak Spanish at home in 2034 HISPANICS AGE 5+ WHO SPEAK ANY SPANISH AT HOME HISPANICS AGE 5+ SPEAK ANY SPANISH AT HOME

Hispanic%% Share Share Hispanic

73.3%

72.9%

72.4%

45.9

41.5

36.8

9.4 2014

71.3%

55.4

50.6

41.3

37.6

34.0

30.7

27.4

71.9%

10.7

11.8

13.0

14.0

2019

2024

2029

2034

Speak Only Spanish at Home

Speak Spanish and English at Home

Hispanic (in Millions)

Source: IHS Source: Economics. HispanicHispanic Immigration and and US US Economic February 2015 IHS Economics. Immigration Economic Growth, Growth, February 2015. Courtesy of

81% of Hispanics 81% of Hispanics Speak Speak Some Spanish At Home Some Spanish At Home English Only

19%

% 81

Only/Mostly Spanish

34%

Speak Some Spanish

Mosly English

Phoenix DMA

28%

English/Spanish Equally

19%

Source: 2016 Nielsen Phoenix Universe Estimates, Hispanic TV Household Language Strata based on People 2+ Source: 2016 Nielsen Phoenix Universe Estimates, Hispanic TV Household Language Strata based on People 2+

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84% of Tucson’s Hispanics 84% of Tucson’s Hispanics At Home Speak Some Spanish Speak Some Spanish At Home English Only

16%

% 84

Only/Mostly Spanish

36%

Speak Some Spanish

Tucson DMA

Mosly English

34%

English/Spanish Equally

14%

Source: 20162016 Nielsen Tucson Universe Estimates, Hispanic TV Household Language Strata based People Source: Nielsen Tucson Universe Estimates, Hispanic TV Household Language Strata on based on 2+ People 2+ Courtesy of

Did You Know

However,

SPANISH

ENGLISH

OF SPANISH-LANGUAGE TELEVISION VIEWERS IN TUCSON SPEAK SPANISH INSIDE THE HOME.

OF THIS GROUP, ENGLISH IS THEIR LANGUAGE OF CHOICE OUTSIDE THE HOME.

Source: Hispanic Scarborough Study 2016 Release 1 (Feb15– Jan16) , Phoenix DMA, (Base: Hispanic Adults 18+); KTVW/KFPH+/KTAZ M-Su 4a-2a cume audience

Courtesy of

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Did You Know

However,

SPANISH

ENGLISH

OF SPANISH-LANGUAGE TELEVISION VIEWERS IN TUCSON SPEAK SPANISH INSIDE THE HOME.

OF THIS GROUP, ENGLISH IS THEIR LANGUAGE OF CHOICE OUTSIDE THE HOME.

Source: Scarborough Study 2016 Release 1 (Feb15-Jan16 Tucson A18+ (Base: Hispanic); SLTV includes any daypart viewers (M-Su 4a-2a) of KUVE+ and KHRR)

Courtesy of

Bilingual Adults TV Ratings Choose Univision M-SUBilingual 6A-2A • Adults BILINGUAL ADULTS 18-49 KTVW • PHOENIX M-Su 6a-2a • Bilingual Adults 18-49 • Phoenix

1.7 Over 2X the bilingual ratings of any other English-Language TV station!

1.0

1.0 0.7 0.4

0.3

0.2

Source: Nielsen, Nielsen Local Television View Ratings Cutback, NSI, Live+SD, 4 Book Average (Jul’15/Nov’15/Feb’16/May’16). Time Period Data, Tucson DMA. Bilingual is defined as Adults 18-49 Speaking Mostly Spanish, Spanish / English Equally or Mostly English in the Home. Source: Nielsen Local Television View Ratings Cutback, NSI, Live+SD, 4 Book Average (Jul '15/Nov '15/Feb '16/May '16). Total Day: Nielsen, M-Su 6a-2a. Top 10 stations shown. Time Period Data, Tucson DMA. Bilingual is defined as Adults 18-49 Speaking Mostly Spanish, Spanish/English Equally or Mostly English in the Home. Total Day: M-Su 6a-2a. Top 10 stations shown.

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Bilingual Adults TV Ratings

Bilingual Adults Choose Univision KUVE 6a-2a • Bilingual Adults 18-49 • Tucson M-SUM-Su 6A-2A • BILINGUAL ADULTS 18-49 • TUCSON 2.0

Over 2X the bilingual ratings of any other English-Language TV station!

0.9

0.8 0.5

0.4

0.3

0.2

0.1

Source: Nielsen, Nielsen Local Television View Ratings Cutback, NSI, Live+SD, 2 Book Average (Feb/May 2016). Time PeriodNielsen Data, Tucson DMA. Bilingual is defined as Adults 18-49 living in Bilingual Households (Speaking Source: Nielsen, Local Television View Ratings Cutback, NSI, Live+SD, 2 Book Average (Feb/May 2016). Time Period Data, Tucson DMA. Bilingual is definedCourtesy as Adultsof18-49 living in Bilingual HH’s (Speaking Mostly Spanish, Spanish/English Equally or Mostly in the Home),Total Day:6a-2a. M-Su 6a-2a. Mostly Spanish, Spanish / English Equally or Mostly EnglishEnglish in the Home) ,Total Day: M-Su

Top 20 Spanish-Language TV Advertisers in Phoenix

SPANISH

JAN–DEC 2015 & JAN–JUN 2016 TOP SPANISH-LANGUAGE TV ADVERTISERS JAN–DEC 2015

TOP SPANISH-LANGUAGE TV ADVERTISERS JAN–JUNE 2016

RANK

ADVERTISER

RANK

ADVERTISER

RANK

ADVERTISER

Cox Communications

Emergency Chiropractic

Cox Communications

Ashley Furniture

Honda Dealer Assn

Conn's HomePlus Store

Honda Dealer Assn

Volkswagen Factory

Nissan Factory

Mega Furniture Store

Nissan Factory

Mega Furniture Store

Ford Dealer Assn

Ford Factory

Alcock & Assoc (Attorneys)

Jeep Factory

Chevrolet Factory

CenturyLink

Chevrolet Factory

Emergency Chiropractic

Curacao Exports

Freeway Auto Insurance Agency

Ford Dealer Assn

McDonald's Restaurant

Alcock & Assoc (Attorneys)

Blue Cross & Blue Shield

Conn's HomePlus Store

Freeway Auto Insurance Agency

Jack in The Box Restaurant

Volkswagen

Curacao Exports

Toyota Dealer Assn

McDonald's Restaurant

Arizona State Lottery

Honda Factory

Ram Factory

Hastings & Hastings (Attorneys) 20

Living Spaces Furniture Store

Jack in The Box Restaurant

Amica

Source: Kantar, Jan-Dec 2015 & Jan-Jun 2016 (Market Advisor 7-15-16), Adjusted Data through 5/31/2016, Phoenix DMA Spanish TV Stations Include KTVW-UNI, KFPH-UMA & KTAZ-TEL

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ADVERTISER

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Top 20 Spanish Language TV Advertisers In Tucson

SPANISH

JAN–DEC 2015 & JAN–JUN 2016 TOP SPANISH-LANGUAGE TV ADVERTISERS JAN–DEC 2015

TOP SPANISH-LANGUAGE TV ADVERTISERS JAN–JUNE 2016

RANK

ADVERTISER

RANK

ADVERTISER

RANK

Cox Communications

Arizona State Lottery

Cox Communications

Loan Max Title Loans

Nissan Factory

O'Rielly (Local Auto Dealer)

Nissan Factory

Chevrolet Dealer Assn

Curacao Exports

Casino Del Sol

Curacao Exports

Ford Dealer Assn

Chapman Local Dealer

McDonald's Restaurant

Peter Piper Pizza Restaurant

Honda Dealer Assn

Jack in The Box Restaurant

Conn's HomePlus Store

Chapman Local Auto Dealer

Royal Local Dealer

Jim Click Local Auto Dealer

Mattress Firm Store

Jim Click Local Auto Dealer

Conn's HomePlus Store

Peter Piper Pizza Restaurant

Kool Smiles Dental Center

Toyota Factory

O'Rielly (Local Auto Dealer)

Sam Levitz Furniture Store

Fry's Food

Jack in The Box Restaurant

Mattress Firm Store

Freeway Auto Insurance Agency 19

Chevrolet Dealer Assn

Sam Levitz Furniture Store

Casino Del Sol

Ford Dealer Assn

Volkswagen Factory

McDonald's Restaurant

Consolidated Credit Counseling Services

ADVERTISER

RANK

Source: Kantar, Jan-Dec 2015 & Jan-Jun 2016 (Market Advisor 7-15-16), Adjusted Data through 5/31/2016, Tucson DMA Spanish TV Stations Include KUVE-UNI & KHRR-TEL

ADVERTISER

Courtesy of

Spanish-Language Newspaper Readership Among Phoenix Hispanics Spanish Language Newspaper Readership Among Phoenix Hispanics 168,818

161,170

116,063

118,334 118,341

111,084 93,958 70,008

63,487 28,327

Prensa Hispaña

TV y Más La Voz Arizona

Teleguía en Español

Hispanic A18+

Qué! Magazine

Other Spanish-language weekly newspaper

Spanish Preferred A18+

Source: Study 2016 Release 1 (Feb15– , Phoenix Source:Hispanic Hispanic Scarborough Scarborough Study 2016 Release 1 (Feb15– Jan16)Jan16) , Phoenix DMA, DMA Base: 18+and and Spanish Preferred Adults 18+ (Prefer to speak or Spanish) mostly Spanish) Base:Hispanic Hispanic Adults Adults 18+ Spanish Preferred Adults 18+ (Prefer to speak only oronly mostly

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Spanish-Owned Radio Stations FIESTA RADIO

UNIVISION RADIO

KSUN 1400 AM- Radio Fiesta, Regional Mexican

KHOT 105.9 FM- “Qué Buena,” Regional Mexican

EN FAMILIA, INC.

KOMR/KKMR 106.3/106.5 FM- “Más Variedad,” Spanish Adult Hits KQMR /KHOV 100.3/105.3 FM- “Latino Mix,” Spanish Contemporary

KIDR 740 AM- Spanish Religious

ENTRAVISION COMMUNICATIONS

AMIGO MULTIMEDIA, INC. KNUV 1190 AM- Talento Independiente, Spanish News/Talk/Sports

KLNZ 103.5 FM- Tri-Color, Regional Mexican KDVA/KVVA 106.9/107.1 FM- José, Spanish Adult Hits

RADIO HOGAR

KBMB 710 AM- ESPN Deportes, Spanish Sports

KASA 1540 AM– Radio KASA Tunota de Amor, Spanish Religious

UNITED FARMWORKERS UNION

DEPORTES Y MUSICA COMMUNICATIONS

KNAI 88.3 FM– Radio Campesina (Non-Commercial), Regional Mexican

KRPH 99.5 FM– La Raza, Regional Mexican

Courtesy of

Radio Reaches Over 96% Of Phoenix Hispanics Radio Reaches Over 96% of Phoenix Hispanics Radio Reaches10 more than 9 in every 10 RADIO REACHES MORE THAN 9 IN EVERY HISPANIC ADULTS IN PHOENIX EVERY WEEK Phoenix Hispanic Adults every week

97.2%

96.4%

96.3%

95.5%

94.5% 93.3% 92.3% 91.0%

A18+

A18-34

A18-49

Total

A25-54

Hispanic

Source: Phoenix Nielsen Audio PPM, Jan-June 2016 YTD; Total and Hispanic Adults; Mon-Sun 6a-mid; Source: Phoenix Nielsen /% Audio PPM,across Jan-June 2016 YTD; Total and Hispanic Adults; Mon-Sun 6a-mid; Weekly Cume Estimates, / % Weekly Cume Estimates, Reach demos Reach across demos

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Phoenix Hispanics Are Very ENGAGED With Spanish Radio

More Than 2X

Spent With Spanish Radio Phoenix Hispanics Spend 150% More Time Listening to Spanish-Language Radio TIME SPENT WITH ENGLISH-LANGUAGE RADIO

TIME SPENT WITH SPANISH-LANGUAGE RADIO

% MORE WITH SPANISH-LANGUAGE

3.5 HOURS

8.75 HOURS

150%

Source: Phoenix Nielsen Audio PPM Jan-June 2016 YTD, Hispanic A18-49, TSL Total Week (Top 5 SL Stations vs. Top 5 EL Stations among A1849)

Courtesy of

Phoenix Spanish-Language Radio Share Of Voice Phoenix Spanish Language Radio Share of Voice

Non-com

Radio Campesina

22.0%

Univision Radio

43.0%

Entravision

35.0%

*Note: Univision KHOT-FM, KOMR-FM, KQMR/KHOV-FM; Entravision = KLNZ-FM, KVVA/KDVA-FM, KBMB-AM; Source: Phoenix NielsenRadio Audio=PPM, Jan-June 2016 YTD, Adults 18-49 / Total Week / Share of Spanish Average Quarter Hour listening by Group Owner United Farmworkers = KNAI-FM (Campesina) Phoenix Nielsen Audio PPM, Jan-June 2016 YTD, Adults 18-49 / Total Week / Share of Spanish Average Quarter ening by Group Owner

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*NOTE Univision Radio KHOT-FM, KOMR-FM, KQMR/KHOV-FM; Entravision KLNZ-FM, KVVA/KDVA-FM, KBMB-AM; United Farmworkers KNAI-FM (Campesina)

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Top 20 Spanish Radio Advertisers In Phoenix, 2015 And Jan-June 2016 YTD TOP SPANISH RADIO ADVERTISERS, 2015

TOP SPANISH RADIO ADVERTISERS, JAN-JUNE 2016 YTD

State Farm

11. JCPenney

Rapid’o Express

11. Macy’s

O’Reilly Auto Parts

12. Sprint

AutoZone

12. State Farm

Rapid’o Express

13. Walgreens

O'Rielly (Local Auto Dealer)

13. Walgreens

The Home Depot

14. Toyota Dealer Association

Understood.org

14. Midway Nissan

Understood.org

15. T-Mobile

The Home Depot

15. San Jorge Children’s Foundation

Bashas’ Food City

16. Midway Nissan

Bashas’ Food City

16. Metro PCS

Boost Mobile

17. Rosetta Stone

JCPenney

17. US Dept of Transportation (USDOT)

AutoZone

18. La Red Hispana Communications Network

Toyota Dealer Assn

18. McDonald’s

Macy’s

19. Fry’s

La Red Hispana Communications Network 19. Sprint

20. Silverdado Night Club LLC

10. Honda Dealer Association

20. Mega Furniture

Source: Media Monitors, 2015 full year and 2016 YTD (Jan-June 2016), based on # of total spots; among qualifying Spanish stations only (KHOT-FM, KOMR-FM, KLNZ-FM, KVVA-FM)

Courtesy of

NATIONAL

Spanish Radio Formats REGIONAL MEXICAN

SPANISH CONTEMPORARY

These styles are regionalized very much like C&W - and are derived from various parts of Mexico. • BANDA • RANCHERO • NORTEÑO • TEJANO • GRUPERO • MARIACHI • CORRIDOS

This format encompasses music from romantic to rock and boasts smooth, danceable beats.

SPANISH ADULT HITS Broad mix of Spanish classic hits from the 60s, 70s and 80s.

• REGGAETON • SPANISH AC • ROMANTIC • BALLADS • INTL POP HITS • SPANISH ROCK

• MEXICAN ADULT HITS • POP ADULT HITS

Total Market Equivalent:

COUNTRY MUSIC

RHYTHMIC CONTEMPORARY

Total Market Equivalent:

TROPICAL

NEWS/TALK

With Cuban and Puerto Rican origins, this format has heavy layers of blaring horns, percussion and exhilarating dance rhythms.

This format is meant to inform, help and entertain.

HEAR THE DIFFERENCE

• SALSA • CUMBIA • BACHATA • MERENGUE • REGGAETON

• NEWS YOU CAN USE • TALK SHOWS • COMMENTARY

ADULT HITS

Hover over the icon below and push play for a sound perspective of the differences by genre.

CLICK HERE

Courtesy of

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Radio, TV And Mobile Are The Top 3 Choices Hispanics In The U.S.in The U.S. Radio, TV,For and Mobile Are The Top 3 Choices For Hispanics Weekly Reach by Medium - % of Population

WEEKLY REACH BY MEDIUM - % OF POPULATION 93%

97%

87% 89% 70%

80% 56% 43%

35% 24%

Radio

Mobile Devices

Total

Desktop

Tablet

Hispanic

HISPANICS WATCH MORE TV, TV, RADIO AND MOBILE OVER 97% OF HISPANICS • Over 97% of Hispanics listen to Radio every week vs. 93% of all adults ARE MORE AVID RADIO MEDIA’S REACH IS HIGHER LISTEN TO RADIO Hispanics watch more TV, are more avid radio listeners, and spend the most time on mobile devices Source: 2015 Nielsen Total Audience Report Q1 2015, Weekly Reach by Medium (A18+) • LISTENERS ANDandSPEND THE reach is higher AMONG HISPANICS TOTAL EVERY WEEK • TV, Radio, Mobile media’s among Hispanics vs. totalVS. consumers in the U.S. MOST TIME ON MOBILE DEVICES CONSUMERS IN THE U.S. VS. 93% OF ALL ADULTS Source: 2015 Nielsen Total Audience Report Q1 2015, Weekly Reach by Medium (A18+) Courtesy of

Radio Is The Main Source MusicwithDiscovery Radio is The Main Source for Music Discovery HispanicsFor Keep Up-To-Date Music with Radio How We Discover Music HispanicsSince Keep With Music 2014, more Up-To-Date people are discovering music on the Radio and at live events!With Radio

HOW WE DISCOVER MUSIC SINCE 2014, MORE PEOPLE ARE DISCOVERING MUSIC ON THE RADIO AND AT LIVE EVENTS! Video Games Band/Artist Sites In-Store Live Events/Concerts Online Music Stores

8% 9% 10% 12% 13% 23% 25% 27%

TV Social Media Apps Online Audio/Video Streaming

31%

Movies/Soundtracks

45%

Friends/Relatives

61%

AM/FM Radio Source: 2015 Nielsen Year End Music U.S. Report Courtesy of Source: 2015 Nielsen Year End Music U.S. Report

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Radio Is The Original Music Service For Hispanic Listeners Radio is The Original Music Service For Hispanic Listeners HA18-49 - In millions

HA18-49 - IN MILLIONS 26.1

25.1

14.5

6.9

5.9

Radio reaches +80% more Hispanic A18-49 in a week than PANDORA reaches in a month.

RADIO REACHES 80% MORE HISPANICS A18-49 IN A WEEK THAN PANDORA REACHES IN A MONTH.

Sources: Radio Advertising Bureau Why Radio Facts - Based on RADAR ® 127, December 2015 (24-Hour Weekly Cume Estimate HA18-49 / comScore Media Metrix December 2015 – Hispanic A18-49 MUV Sources: Radio Advertising Bureau Why Radio Facts - Based on RADAR ® 127, December 2015 (24-Hour Weekly Cume Estimate HA18-49 / comScore Media Metrix December 2015 – Hispanic A18-49 MUV Courtesy of

And Also Is The Original Social Network For Hispanic Listeners And The Original Social Network For Hispanic Listeners Too

HA18-49 - In millions

HA18-49 - IN MILLIONS 26.1

25.6

18.0

16.2

10.4

10.0

Radio reaches +61% more Hispanic in aTHAN week than Twitter reaches IN in aAmonth. RADIO REACHES +61% MORE HISPANIC A18-49 INA18-49 A WEEK TWITTER REACHES MONTH. Sources: Radio Advertising Bureau Why Radio Facts - Based on RADAR ® 127, December 2015 (24-Hour Weekly Cume Estimate HA18-49 / comScore Media Metrix December 2015 – Hispanic A18-49 MUV

Sources: Radio Advertising Bureau Why Radio Facts - Based on RADAR ® 127, December 2015 (24-Hour Weekly Cume Estimate HA18-49 / comScore Media Metrix December 2015 – Hispanic A18-49 MUV

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Courtesy of

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Digital Audio Usage Among Hispanics Has Quadrupled vs. 8 Years Ago 2014 %

2012 %

+300% Growth!

“RADIO REACHES ALMOST ALL HISPANICS ADULTS EACH WEEK, BUT MOBILE USAGE IS GROWING AND WITH THE INCREASED POPULARITY OF SMARTPHONES, ONLINE MEDIA CONSUMPTION (I.E. DIGITAL AUDIO) HAS GROWN SIGNIFICANTLY BETWEEN 2006 AND 2014.”

2010 %

15 2008

2006

% OF HISPANICS USING DIGITAL AUDIO

Source: Nielsen “The Latino Listener: How Hispanics Tune into the Radio,” Jan. 2016 Courtesy of

AN ESTIMATED

22.5M HISPANICS ARE STREAMING AUDIO ONLINE OR ON MOBILE DURING AN AVERAGE WEEK. That’s a 62% of Reach of U.S. Hispanics A18+ Source: Nielsen Comparable Metrics Report Q3 2015. Hispanic A18+ Reach Cume/Uniques (PC Streaming Audio/Smartphone Streaming Audio/Tablet Streaming Audio Unique Devices)

Courtesy of

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Véndeme Tu Sueño CASE STUDY PITCH ME YOUR DREAM HISPANIC ENTREPRENEURSHIP CAMPAIGN

113

U.S. Hispanics are bursting with ideas — so we provided a chance to pitch them. Univision Arizona and SEED SPOT created Véndeme Tu Sueño: a competition of original ideas. As seen in our webisodes, 20 contestants underwent intensive training and mentoring to advance ideas into businesses. Afterward, three finalists received scholarships of $3,500; 250 hours of education, networking and support in law, finances, design, the web and investments; and the chance to realize their dreams.

VÉNDEME TU SUEÑO WINNER: LUCY’S GARAGE As the winner of Véndeme tu Sueño, Israel Medellin, was awarded $30,000 in media support from Univision Arizona and a $2,500 cash prize from SEED SPOT. Medellin’s business idea, Lucysgarage.com, connects car owners with local, experienced, off-duty or independent mechanics in a safe, secure, online platform. The overall goal of Lucysgarage.com is to keep the money local and build a trusted network of professional mechanics, providing them with a steady stream of business opportunities. “I am extremely grateful for what Univision Arizona and Seed Spot have done for me. Véndeme tu Sueño has been a blessing for me.” ISRAEL MEDELLIN www.youtube.com/watch?v=nb3qQl8-zMU

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Photos Courtesy of Univison Arizona

ENTREPRENEURS ENTERED THE COMPETITION

DREAM. BELIEVE.

Build.

234525-16

Diverse cultures and people have made Arizona the great state it is today and they will continue to shape our future. That’s why Blue Cross Blue Shield of Arizona is proud to support the Arizona Hispanic Chamber of Commerce and this year’s DATOS study. Your influence is helping to shape a better Arizona.

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2016 Comparative Analysis

1NUTRITIONAL | Conversation Volume and Sentiment SUPPLEMENTS

Nutritional Supplement U.S. Hispanic Supplement Conversation Herbalife

CASE STUDY

75%

28%

Nutrilite

72%

• GNC had the highest negative sentiment (12%) with consumers reviewing the product Female Female

BRIEF & APPROACH

92%

Bayer

Being healthy and looking fit is a point of pride that most people work on at one time or another. Over the past few decades, many companies have catered to the healthconscious market by promoting nutritional supplements. The OYE! Intelligence platform was recently tasked to gauge the latest conversation trends in the industry and provide insights into what Hispanics currently discuss about several of the brands that are readily available in the U.S. marketplace.

25%

97%

GNC

and mentioning poor experiences in their 45% 45% Omnilife Male stores -

1,000

2,000

3,000

4,000

Hispanic

55%7,000

5,000

6,000

8,000

Non-Hispanic

U.S. HISPANIC SENTIMENT U.S. Hispanic Sentiment

The following Hispanic Nutritional Supplements Analysis is a comparative study that provides a review focused on 5 brands; Bayer, GNC, Herbalife, Nutrilite and Omnilife. This analysis was extrapolated from a sample of 15,338 conversations on Twitter, Facebook, blogs, forums and the web at large, of which 3,153 were from verified U.S. Hispanics. All data was pulled from in 2016 between May 1 and May 31.

38%

61%

Herbalife

74%

19%

Nutrilite

94%

Bayer

31%

65%

Omnilife 0%

20%

12%

36%

52%

GNC

40% Positive

60% Neutral

80%

100%

Negative

RESULTS

• Men led in overall conversation when it came to supplements, with Omniife having the highest amount of male conversation (88%) followed by GNC (80%)

• Herbalife had the highest conversation overall and also had the highest Hispanic proportion (25%) • Omnilife had the fewest mentions overall among U.S. Hispanics but had the highest positive sentiment (65%) with Herballife coming in second (61%) 2016 Comparative Analysis

• Herbalife led in female conversation with 35% and Bayer followed behind closely with 33%

1NUTRITIONAL | Conversation Volume and Sentiment SUPPLEMENTS

U.S. HISPANIC SUPPLEMENT CONVERSATION

U.S. HISPANIC GENDER ANALYSIS

U.S. Hispanic Supplement Conversation

75%

25%

Herbalife

72%

28%

Nutrilite

92%

Bayer

97%

GNC

Omnilife -

1,000

2,000

3,000

4,000

Hispanic

5,000

Male 55%7,000 6,000

Female Female 45% 45% 8,000

Non-Hispanic

U.S. Hispanic Sentiment Source: OYE! Intelligence www.oyeintelligence.com 61%

Herbalife

Nutrilite

Bayer

38%

19%

74% 94%

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Reported Health Status Reported Status By Ethnicity ByHealth Ethnicity 40.1%

39.1% 31.8%

34.2%

31.9%

30.4%

30.4% 27.7%

26.5% 23.6%

27.8%

26.3%

27.4% 24.8%

22.1%

10.9% 10.7%

9.9%

6.4%

5.9%

3.2% 2.0%

Excellent

Very Good

White

Good

African-American

3.1%

Fair

American Indian

Asian

1.4%

2.3%

Poor

Hispanic

Source: CDC, Summary Health Statistics: National Health interview Survey, 2014 Source: CDC, Summary Health Statistics: National Health interview Survey, 2014 http://ftp.cdc.gov/pub/Health_Statistics/NCHS/NHIS/SHS/2014_SHS_Table_P-1.pdf ftp.cdc.gov/pub/Health_Statistics/NCHS/NHIS/SHS/2014_SHS_Table_P-1.pdf

Top Diseases and Risk Factors for Hispanics Top Diseases And Risk Factors For Hispanics 47.1%

36.3%

17.7%

6.8% 2.7%

1.4%

Cancer

10.3% 3.6%

Heart Disease

Obesity

US-Born

Foreign-Born

Source: CDC, Hispanic Health, May 2015 www.cdc.gov/vitalsigns/hispanic-health/

Source: CDC, Hispanic Health, May 2015 http://www.cdc.gov/vitalsigns/hispanic-health/

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Cigarette Smoking

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Differences In The Leading Causes Of Death NON-HISPANIC WHITES

HISPANIC

Heart Disease

Cancer

Heart Disease

Chronic Lower Respiratory Diseases

Unintentional Injuries

Stroke

Diabetes

Alzheimer’s Disease

Chronic Liver Disease & Cirrhosis

Diabetes

Chronic Lower Respiratory Diseases

Influenza & Pneumonia

Alzheimer’s Disease

Suicide

Influenza & Pneumonia

10. Kidney Diseases

Source: CDC, Hispanic Health, May 2015 www.cdc.gov/vitalsigns/hispanic-health/

Participation In Exercise Low Among Hispanics Participation in Exercise Low Amongst Hispanics PARTICIPATION IN LEISURE-TIME AEROBIC AND MUSCLE-STRENGTHENING ACTIVITIES BY RACE Participation in Leisure-Time Aerobic and Muscle-Strengthening Activities by Race 24.1 21.4

20.7

15.7

21.5

19.9

17.8

17.2 15

21.7

22.1

17.7

18.3 16.8

16.6

15.3

14.4

14.1 12.7

12.2 10.6 9.2

2000

All Persons

2010

White

2013

African-American

American Indian

2014

Asian

Hispanic

*According to 2008 CDC Physical Activity Guidelines for Americans

Source: CDC, Health, United States, 2015, May 2016 Source: CDC, Health, United States, 2015, May 2016 www.cdc.gov/nchs/data/hus/hus15.pdf http://www.cdc.gov/nchs/data/hus/hus15.pdf NOTE: Figures in percentage

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Arizona Mortality Rates For All Ethnicities Have Decreased Significantly Since 1995 Arizona Mortality Rates For All Ethnicities Have Decreased Significantly Since 1995

ARIZONA MORTALITY RATES BY ETHNICITY, 1995-2014 Arizona Mortality Rates by Ethnicity, 1995-2014 1110.4

1053.1

1011.4

1057.5 1010.4

776.6 774.6

891.8

849.2

823.7

823.1

1006.6

835

769.9

818.5 739.9

674.4 685.7 612

636.9

629.5

595.8 504.1

424.1 371.8

White WhiteNon-Hispanic Non-Hispanic

Hispanic Latino Hispanic or Latino

1995

African-American African-American

2000

2005

American Indian or American Indian or Alaska Native Alaska Native

2010

2014

Source: Arizona Department of Health Services, Arizona Health Status and Vital Statistics 2014 Annual Report, 2015 Source: Arizona Department of Health Services, Arizona Health Status and Vital Statistics 2014 Annual Report, 2015 www.azdhs.gov/plan/report/ahs/2014/pdf/2b3.pdf http://www.azdhs.gov/plan/report/ahs/2014/pdf/2b3.pdf

NOTES

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Asian Asian

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2016 Comparative Analysis

ZIKA VIRUS Overall Conversation Volume and Language

Zika Virus

Overall Conversation Volume

Cases

CASE STUDY Birth Defects

BRIEF & APPROACH

Travel on the data collected and analyzed, Based Hispanics discussed the Zika virus in Spanish Treatment (89%) versus English (10%). Travel was the topic most often discussed in English (27%), while Prevention mentions of10,000 treatments over-indexed (2%)60,000 with 70,000 20,000 30,000 40,000 50,000 Hispanic H Non-Hispanic bilingual mentions among ispanics.

The Zika virus is a global health threat affecting thousands of people and has loomed large in the public eye since the first confirmed Zika infection was found in Brazil in May 2015. The OYE! Intelligence platform was tasked to analyze what Hispanics discussed most often about Zika virus. This analysis covers over 80,000 U.S. Hispanic and Latin American English, Spanish and bilingual conversations gathered from Facebook, Twitter and other social forums about the Zika virus. The data was collected between Feb. 8 and Feb. 14 in 2016.

Language Preference Analysis

LANGUAGE PREFERENCE ANALYSIS Industry Cases

RESULTS

Online users in Latin America as well as U.S. Hispanics mentioned cases of Zika and birth defects most often when discussing the Zika virus online. Notably, prevention conversations had the highest overall Hispanic proportion (57%). This analysis provides international

Birth Defects Travel Treatment Prevention 0%

10%

20%

prevention efforts as well as to determine resource allocation priorities.

2016 Comparative Analysis

ZIKA VIRUS Overall Conversation Volume and Language

40%

English

health organizations a sample of overall health threat conversations and can be used to support

30%

50%

60%

Bilingual

70%

80%

90%

100%

Spanish

Hispanic women mentioned travel and birth defects most often, at 69% and 61%, respectively. Men favored posting (48%) in 2016about Comparativeprevention Analysis regards to the Zika virus. Overall conversations Gender Analysis were 58% female, 42% male.

OVERALL CONVERSATION VOLUME

Hispanic Gender Analysis

HISPANIC GENDER ANALYSIS

Overall Conversation Volume

Cases

Industry Cases

Birth Defects

Birth Defects Travel Travel Treatment

Treatment

Prevention

Prevention -

10,000

20,000

30,000 Hispanic

40,000

50,000

60,000

70,000

10%

20%

30%

40%

Non-Hispanic

Male

Source: OYE! Intelligence www.oyeintelligence.com Language Preference Analysis

DATO S Industry

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50%

60%

Female

70%

80%

90%

100%

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Hispanics Are Facing A Childhood/Adolescence Obesity Problem Hispanics Are Facing An Obesity Problem

25 21.9

22.8 22.6

21.4

19.5 15.6

14.7

19.6 13.6

10.4

8.6

9.8

9.4

5.2

Total (2-19 years)

2-5 Years

Hispanic

6-11 Years

Black

White

12-19 Years

Asian

Hispanics Follow American Indians In Percent Of Serious Psychological Distress Adults Percent of Serious Psychological Distress AmongAmong Adults 8.1 7.2 5.6

2.6 2.5

3.5

2.9

1999-2000

All Adults

3.1 3.0

3.5

2001-2002

White

4.0 3.0 2.9

3.6 3.5 3.7

3.3 3.2

3.7

2004-2005

2010-2011

African-American

American Indian

Source: CDC, Health, United States, 2015, May 2016 www.cdc.gov/nchs/data/hus/hus15.pdf Source: CDC, Health, United States, 2015, May 2016 http://www.cdc.gov/nchs/data/hus/hus15.pdf

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5.4 4.0

4.5 3.4 3.4 3.5

2013-2014

Hispanic

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Latino Health Disparities Compared To Non-Hispanic Whites • Hispanic death rate is • Hispanics are about

24% lower than Non-Hispanic Whites more likely to die from diabetes or liver

50% disease than whites

• Hispanics have

35% less heart disease and 49% less cancer

• Hispanics have

24% more poorly controlled high blood pressure

• Hispanics have

23% more obesity

• Hispanics have

28% less colorectal screening

Source: CDC, Hispanic Health, May 2015 www.cdc.gov/vitalsigns/hispanic-health/

Percent of Adult Females Who Are Cigarette Smokers Percent of Adult Females Who Were Cigarette Smokers

36.7 34.7

24.3 22.2 23.1

18.0 19.7

15.8

16.4 12.1

14.2 7.3

6.3

6.7

1990-1992

1999-2001

White Females

African-American Females

5.2 2012-2014

American Indian Females

Asian Females

Source: CDC, Health, United States, 2015, May 2016 www.cdc.gov/nchs/data/hus/hus15.pdf Source: CDC, Health, United States, 2015, May 2016 http://www.cdc.gov/nchs/data/hus/hus15.pdf

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Percent of Adult Males Who Are Cigarette Smokers Percent of Adult Males Who Were Cigarette Smokers

34.2 33.9

30.3 27.2

27.4

25.1

25.7 24.8

23.1 22.2

21.8 20.0

20.3

15.7 14.6

1990-1992

White Males

1999-2001

African-American Males

2012-2014

American Indian Males

Asian Males

Hispanic Males

Source: CDC, Health, United States, 2015, May 2016 www.cdc.gov/nchs/data/hus/hus15.pdf Source: CDC, Health, United States, 2015, May 2016 http://www.cdc.gov/nchs/data/hus/hus15.pdf

Average Number of Drinks Consumed Number by of Drinks Consumed Per Week by Country/Nation of Origin PerAverage Week Country/Nation of Origin 16.9

15.9

9.5

8.9

8.4

3.8

Puerto Rico

Mexico

South/Central America

Men

Women

Source: NIAAA, Alcohol and the Hispanic Community, December 2015 Source: NIAAA, Alcohol and the Hispanic Community, December 2015 pubs.niaaa.nih.gov/publications/HispanicFact/HispanicFact.htm http://pubs.niaaa.nih.gov/publications/HispanicFact/HispanicFact.htm

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3.4

Cuba

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Percentage Of U.S. Hispanics Who Have Received Alcohol Use Treatment Percentage of U.S. Hispanics Who Have Received Alcohol Use Treatment by Country/Nation of Origin By Country/Nation Of Origin 9.9

10.4

10.1 9.1 8.2

Total U.S. Hispanics

Mexico

Puerto Rico

South/Central America

NOTES

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2015 JFCS COMMUNITY IMPACT

41,341

97%

LIVES WERE TOUCHED

ARE AT OR BELOW THE POVERTY LEVEL

8,100

DIVERSITY

learned conflict resolution, anger management skills and substance abuse prevention through our community-based program “Creating Peaceful Families”

AT RISK CHILDREN

White: 54%

1,781

2,775

SURVIVORS

PEOPLE GUIDED

of domestic violence helped increase their safety, independence and self-sufficiency with Shelter Without Walls

by Health Navigators in the coordination of their appointments, medication-tracking and wellness goals, thereby substantially reducing healthcare costs

GENERATIONS

Older Adults

29%

Adults

67%

Children & Teens

5,304 CHILDREN AND ADULTS

received supervised visits, parenting skills and family preservation counseling

CORE PROGRAMS 47% Behavioral Health 37% Child & Family Solutions

4,665

662

JEWISH PATIENTS

PEOPLE RECEIVED MEALS

and their families received spiritual care and comfort from a Rabbinical chaplain

and gifts through the JFCS Holiday Programs

14%

Jewish Community Services

2% Older Adults

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PROFILE

Jewish Family & Children’s Service Healing Lives. Whatever It Takes.

Jewish Family & Children's Service PROFILE María Rodriguez knows what it’s like to live with parents facing mental illness and drug addiction. Removed from her home by state authorities for her own safety, she began living in foster care when she was 10 and lost both parents before she was 14.

served last year almost 19,000 selfidentified as Latino or minority. She added that most JFCS clients live in poverty, and over 67 percent are children. “Our goal is to foster healing, resiliency and self-sufficiency, which will ultimately strengthen our community, because no family is immune from mental health and substance abuse issues,” Hernandez said.

It wasn’t until she received help from Jewish Family & Children’s Service (JFCS) that she understood that she her past didn’t have to define her future. Today, María’s is the story of a once forgotten girl who became a leader. “There’s so many people that don’t want to talk about their story,” she said. “So, telling a counselor helped me not be shy about it.” María first learned she had leadership skills through a job development program at JFCS, a non-profit, non-sectarian organization that offers a wide range of behavioral health, medical and social services for the needy. “I didn’t even know I was a leader,” said María, but after helping organize a community celebration she discovered she had the knack for leading others and the power to change her life for the better. Liz Hernández, Director of Public Relations and Communications at JFCS, said María is one of thousands of people, mostly children, who are helped by the organization every year. The group’s services are open to anyone regardless of race, ethnicity, national origin, gender, sexual preference, disability, age, economic status or religious background. Hernández said of the 41,000 children and adults JFCS

Celebrating over 80 years of service, JFCS is one of the largest providers of behavioral health services in Arizona. It recently opened the Michael R. Zent Healthcare Center—a patient-centered, whole-health clinic located in the largely Hispanic West Valley community of Maryvale. The Center was named in honor of the organization’s highly-regarded CEO & President, who passed away earlier this year, and was designed to provide medical and behavioral health services. “True to the man himself, the Michael R. Zent Healthcare Center is cutting-edge and it serves a community in need,” said Dr. Mario Lippy, co-director of the clinic. “Dr. Zent was very involved with the Latino community, and like many of our patients, he spoke Spanish and grew up in Arizona. He also had the vision of a whole healthcare model that addresses complex behavioral health and medical issues, and helps to improve the well-being and quality of people’s lives.” With additional clinics in Glendale, Avondale and Mesa, JFCS received the 2016 Industry Leaders of Arizona “Community Impact Award” for its response to the ongoing child welfare crisis and its commitment to deliver quality healthcare and social services to the diverse communities. “At the core of our agency is the power of people, including the compassion, dedication and hard work of our more than 600 employees and a strong network of community partners,” said Hernández. As for María, She has graduated high school and plans to become a nurse. She works as an advocate for education and mental services for youth in foster homes and serves in variety of youth leadership roles, including as president of the Maricopa County Youth Advisory Board. And she is still not shy about telling her story.

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Notes

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Latino Community’s High Contribution Community’s High Contribution to National HIV Infection Rate (2014) To Latino National HIV Infection Rate (2014) 24%

76%

U.S. Latinos

Rest of U.S. Population

Source: The Latino Commission on AIDS, February 2016 www.latinoaids.org/news_detail.php?cat=pr&id=171

Source: Latino Aids, The Latino Commission on AIDS, February 2016 https://www.latinoaids.org/news_detail.php?cat=pr&id=171

28% Increase In HIV Infection Among 28% Increase onLatino HIV Infection Youth Among LatinoMSM* Youth MSM 1,898

1,488

2010

2014

*MSM refers to Men having sex with men

Source: The Latino Commission on AIDS, February 2016 www.latinoaids.org/news_detail.php?cat=pr&id=171 Source: Latino Aids, The Latino Commission on AIDS, February 2016 NOTE:https://www.latinoaids.org/news_detail.php?cat=pr&id=171 Figures are the amount of HIV cases among MSMs in that year

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Hispanics Account For 1/3 of HIV/AIDS Cases Hispanics Account For 1/3 Cases Reported in Arizona Every Year Reported inof HIV/AIDS Arizona Every Year HIV/AIDS Cases By Year of Diagnosis

HIV/AIDS CASES BY YEAR OF DIAGNOSIS 5% 1%

6% 2%

33%

32%

11%

8% 2%

35%

9% 17%

50%

49%

38%

2005

White

2010

African-American

Hispanic

2014

Asian

American Indian or Alaskan Native

Source: Arizona Department of Health Services, Arizona Health Status and Vital Statistics 2014 Annual Report, 2015 Source: Arizona Department of Health Services, Arizona Health Status and Vital Statistics 2014 Annual Report, 2015 www.azdhs.gov/plan/report/ahs/2014/pdf/3c3_3c4.pdf http://www.azdhs.gov/plan/report/ahs/2014/pdf/3c3_3c4.pdf

Percentage Unaware Of Financial Penalty Percentage Unaware of Financial Penalty For Lacking Health Insurance For Lacking Health Insurance 46% 41%

Hispanics

Non-Hispanics *Based on a survey of 554 Hispanic respondents, conducted by the McKinsey Center for U.S. Health System Reform

Source: McKinsey & Company, Insight into Hispanics’ Enrollment on the Health Insurance Exchanges, August 2015 healthcare.mckinsey.com/insights-hispanics%E2%80%99-enrollment-health-insurance-exchanges Source: McKinsey and Company, Insight into Hispanics’ Enrollment on the Health Insurance Exchanges, August 2015 http://healthcare.mckinsey.com/insights-hispanics%E2%80%99-enrollment-health-insurance-exchanges

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Percentage Of Hispanics Percentage ofShopped Hispanics Who HaveFor Shopped For Health Insurance Who Have Health Insurance 78 69

31 22

Shopped

Did Not Shop

% of Hispanic Population

% of General Population *Statistically significant difference between Hispanics (n=554) and general population

http://healthcare.mckinsey.com/insights-hispanics%E2%80%99-enrollment-health-insurance-exchanges

Hispanics Behind General Population Hispanics Behind General Population in Insurance Plan Enrollment In Insurance Plan Enrollment 58

39 30 20

Enrolled in a Plan

% of Hispanic Population

Did Not Enroll

% of General Population *Statistically significant difference between Hispanics (n=554) and general population (n=3,006)

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Inspiring Arizona’s Youth To Embrace Healthy Choices CASE STUDY THE CHALLENGE

Childhood is a time to run and play and climb trees. It’s also when we start to develop habits that will last a lifetime. It is important we learn that fruits and vegetables are an essential part of our diet. We must learn as children the benefits of drinking water, not soda. And, how do we choose to be active individuals rather than couch potatoes? These lessons and habits are acquired at a young age. In recent years, our children have become less active and less healthy. Childhood obesity is at an all-time high, leading to a slew of health problems among children, including heart problems, bone and joint problems, sleep apnea and social and psychological issues. In one population-based sample of 5- to 17-year-olds, 70 percent of obese youth already had at least one risk factor for cardiovascular disease. Plus, overweight and obese children can experience stigmatization and poor self-esteem, which can lead to risky behavior such as alcohol and tobacco use.

Childhood obesity is not just a problem; it is an epidemic stealing years from our children’s lives. Research shows if nothing is done about the rapid rise in childhood obesity, it could shorten the average life span by as much as five years. This would be the first time in several generations that American children have a shorter life expectancy than their parents. This is both a quality-of-life issue and a health care problem. Obesity is a preventable condition, yet its negative health effects cost the U.S. nearly $200 billion annually. According to the Centers for Disease Control and Prevention, nearly 21 percent of the medical costs in the U.S. can be attributed to obesity.

THE SOLUTION

As a community, we are concerned about the health of our children as well as the impact of obesity on our health care

Photos Courtesy of BCBS

Approximately 17 percent of children and adolescents between the ages of 2 and 19 are obese, according to The Journal of the American Medical Association. Another

24 percent are considered overweight. Within the Hispanic population, 20.9 percent of children are obese while 38 percent are overweight.

Sources: A systematic analysis of childhood obesity prevention interventions targeting Hispanic children: lessons learned from the previous decade obr_809 151..158 Branscum, P and Sharma, M. (onlinelibrary.wiley.com/doi/10.1111/j.1467-789X.2010.00809.x/epdf) CDC and Let’s Move campaign materials www.nytimes.com/2005/03/17/health/childrens-life-expectancybeing-cut-short-by-obesity.html?_r=0 www.pewhispanic.org/states/state/az/

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INSPIRING ARIZONA’S YOUTH TO EMBRACE HEALTHY CHOICES

system. Education is a critical first step. That’s why Blue Cross Blue Shield of Arizona (BCBSAZ) is working to increase awareness of healthy lifestyle choices among Arizona’s youth. To tackle the staggering childhood obesity epidemic, BCBSAZ designed the Walk On! Challenge. This free, month-long health education program is designed to educate and motivate fourth- and fifth-grade students, their teachers and their families to focus on positive, healthy choices. Held in February, the Challenge is available to every school in Arizona and has been implemented as far south as Nogales and as far north as Page. The Walk On! Challenge teaches children to aim for 5-2-1-0 every day. • Eat at least 5 fruits and vegetables every day. • Limit screen time (TV, video games, computer) to 2 hours or less per day. • Get 1 hour or more of physical activity every day. • Reduce sweetened drinks to zero. Each teacher who registers his or her students for the Challenge receives a tool kit. Inside the tool kit is a calendar for each student to use to track their 5-2-1-0 progress as well as a customized curriculum guide for teachers. BCBSAZ also offers incentives to help increase program participation, including five $5,000 grants to teachers who participate in the program. Participating teachers can apply for the grants, which are applied to their schools’ ongoing efforts to decrease childhood obesity. To further promote healthy eating, BCBSAZ also holds a healthy cooking contest for children ages 9 to 12. In addition, each year Arizona’s governor proclaims the first day of the Challenge, February 1, as Walk On! Day around the state. In 2016, BCBSAZ teamed up with an elementary school in Phoenix’s Washington School District to celebrate Walk On! Day. The on-site event focused on teaching the students about the 5-2-1-0 goal. They participated in a relay race, a game of Name That Healthy Food, a dance session and a water bottle ring toss. Children also took home a grocery bag of healthy fruits and vegetables to share with their families, along with a letter describing the Walk On! Challenge and how families could get involved.

THE RESULTS

The 5-2-1-0 goal offers a practical challenge to participating fourth- and fifth-graders and provides ample opportunity for teachers and students to explore the benefits of increasing exercise and improving nutrition. Teachers who incorporate

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this program into their curriculum each February have a big impact on their students’ knowledge about nutrition and fitness. To measure the impact, BCBSAZ provides teachers with a pre-Challenge survey and a post-Challenge survey in their tool kits. They are instructed, as part of their participation in the program and to be eligible to submit a grant application, to conduct the pre-Challenge survey before introducing the Walk On! Challenge to students and then again at the conclusion of the Challenge. More than 50 percent of teachers submitted their pre- and post-Challenge survey results. The results showed that the Walk On! Challenge, with support of teachers, can increase children’s knowledge and affect their behavior. The 2016 program resulted in a 34.25 percent increase in overall knowledge of the choices children should be making every day. Since launching this program in 2005 nearly 307,000 tool kits have been distributed around the state and teachers have received $175,000 in grants. All of this benefits Arizona youth and increases their awareness of the importance of healthy choices.

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U.S. Hispanic Uninsured Rate Decreased By 10.4 Percentage Points U.S. Hispanic Uninsured Rate Decrease by 10.4 Percentage Points

38.7%

28.3% 20.9% 17.1% 11.0%

11.9%

11.4% 6.4%

National Adults

Whites

Hispanics

Q4 2013

Q1 2016

Source: GALLUP-HEALTHWAYS WELL-BEING INDEX, Gallup, April 2016 www.gallup.com/poll/190484/uninsured-rate-lowest-eight-year-trend.aspx?tr=y&auid=16612036 Source: Latino Aids, The Latino Commission on AIDS, February 2016

https://www.latinoaids.org/news_detail.php?cat=pr&id=171

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I'mpact One CASE STUDY Elizabeth Ayers-Cluff's world came to a halt in 2009. Married with three children, she had her work cut out for her: She was taking care of her younger daughter with medical disabilities that resulted in multiple surgeries and running kids to birthday parties and sports events, all while holding a job working with at-risk students at an East Valley school. Suddenly, she was blindsided by a diagnosis of breast cancer. Like a warrior determined to win her battle, she began her courageous bout with stage 3B breast cancer. After struggling through the initial mastectomy recovery, chemotherapy and radiation treatments, she began what would become an arduous journey through reconstruction and many failed surgeries to put her “back together again.”

ADVERSITY TO TRANSFORMATION

Through it all, she has remained resilient, resourceful and ready for the challenge. Such journey with adversity has inspired her to take action and help those less fortunate facing the same challenge and outcome. After many hours of research and work through local organizations, Elizabeth founded Impact One. The organization works with women in underserved, low-income communities to get the necessary items, at no cost to the survivor, after mastectomy surgery, reconstruction or treatment to make them feel “whole again.” The organization was created to alleviate the financial and emotional burden experienced during expensive breast cancer treatment and recovery. It targets predominantly underserved, low-income communities with a concentration on the Latino population. There are many unique challenges found in our Latino target audience: namely cultural, socioeconomic and, most importantly, an understanding of health issues and prevention.

is 29%. Potential reasons for delayed diagnosis include: less access to mammography screening, lower confidence in the value of screening and use of mammography, longer intervals between mammograms and delayed follow-up for abnormal results (possibly due to economic factors and fear and denial of disease). Fortunately, breast cancer screening among Latinas is increasing thanks to more targeted breast cancer education like the efforts of the Impact One Foundation. The I'mpact One Foundation has partnered with local organizations to provide support and education to emphasize to the importance of breast cancer screening. Of great importance is the pre- and post-surgery support offered to women within underserved areas of metropolitan Phoenix and outlying areas in Arizona. As of January 2016, Impact One has shipped products to 56 survivors, with 32 of those recipients being Hispanic women in need of post-surgical garments as well as support information. We haven’t even touched the surface!

PARTNER WITH US TO MAKE A DIFFERENCE

RISK IMPACT FOR LATINO WOMEN

Breast cancer is the leading cause of cancer death among Hispanic women, with an estimated 2,800 deaths expected in 2015. Breast cancer is the most commonly diagnosed cancer among Hispanic women with an estimated 19,800 Hispanic women expected to be diagnosed in 2015. According to Cancer Facts & Figures for Hispanics/Latinos 2012-2014, a study published by the American Cancer Society, the breast cancer incidence rate in Hispanic women

I’mpact One Foundation www.impactone.pink Helpline | 623-738-6794 Email | support@impactone.pink

Source: America Cancer Society www.cancer.org/research/cancerfactsstatistics/hispanics-latinos

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Self-Described 'Unicorn,' Blue Cross Blue Shield Of Arizona Executive Deanna Salazar Relishes Company’s Community Commitment PROFILE Deanna Salazar says it was Blue Cross Blue Shield of Arizona’s (BCBSAZ) reputation for philanthropy and community engagement that drew her to the company. Seventeen years later, it’s that same commitment to public service that she proudly touts when she’s out and about in the community. “I have been fortunate to work for an employer, BCBSAZ, which embraces these same values,” said Salazar. “Even in terms of where our corporate headquarters is located (in North Central Phoenix), we feel like we have a responsibility to be good neighbors,” she said. Salazar’s own commitment to public service should be no surprise. After earning her law degree at 24, Salazar she considered joining the Peace Corps but discovered they preferred recruiting engineers and health care workers than lawyers. Instead she joined the prestigious Valley-based firm known then as Lewis & Roca, now known as Lewis Roca RothGerber Christie. A graduate of Arizona State University’s School of Law, Salazar joined the BCBSAZ legal team in 1999. As a result of her performance in the legal division, Salazar was asked to serve first as director and then as vice president of the company’s human resources department, a job she held for six years. She still oversees human resources, but now serves as senior vice president and general counsel for the company, where she leads a team of 8 lawyers and four paralegals who advise the company on risk assessment, contracting, regulatory compliance and litigation management. Salazar said her passion for the work she does at BCBSAZ is tied to the organization’s mission and to its commitment to economic development, health and wellness, education and cultural endeavors. In addition to her formal responsibilities, Salazar serves as an unofficial community liaison for BCBSAZ. It’s a role she said she relishes. She has served as a board member for several non-profit organizations: Valley of the Sun United Way, Fresh Start Women's Foundation, Phoenix Women's Sports Association, Chicanos Por La Causa, and she currently serves as Chair of the Hispanic Women’s Corporation. In 2014, she received a Profiles of Success Award from Valle del Sol for her community service. More recently, Salazar joined the board of the Phoenix Art

Museum, which is now led by Amada Cruz, who was born in Havana, Cuba, making her the first Latina CEO in the iconic art institution’s history. Salazar said she’s appreciated working on the museum’s new diversity initiative, and applauds Cruz’s approach to the job. “Instead of saying we’re just here as trustees to pay our (membership) dues,” said Salazar, “it’s more like we feel responsible to our commitment.” When she’s not working, Salazar loves to cook. Aside from being relaxing, it lets her be creative. In a profile for the Arizona Republic, Salazar said, “In my next life, I might do a food truck.” As a top corporate executive, who also happens to be Latina, Salazar knows she’s something of a rarity. “I’m a unicorn,” she said. It’s a responsibility she does not take lightly, often mentoring Latinas and other young women and girls about the challenges they will face in the professional world. “I am proud of my Latina heritage,” Salazar once told Latino Perspectives Magazine. “My family instilled in me the importance of a strong work ethic and doing the right thing.” Salazar’s said her father was a political attaché for the U.S. Department of Justice and her mother was a certified teacher who ran an education program for migrant children. Education was always a major priority in her family. “Thou shalt go to college,” was a family mantra, Salazar jokes. Salazar is the first to admit that her job at BCBSAZ and her outside philanthropic work keep her extremely busy. But she has no regrets. “A bored Deanna is a troublesome Deanna,” she said.

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Hispanics Don’t Allow Financial Issues To Get In The Way of Health Issues • HALF OF HISPANICS AGED 35+ SAY THEY ARE WILLING TO PAY ANYTHING WHEN IT CONCERNS THEIR HEALTH • THIS CONSUMER GROUP IS GROWING DRAMATICALLY: BETWEEN 2005 & 2015 HISPANICS AGED 45-54 WILL GROW BY 52%, WHILE THOSE AGED 55-64 WILL GROW BY 82%. Source: Mintel Oxygen Report, February 2011

Health Is A Top Priority For Hispanics Phoenix Hispanics Spent

$1.1 Billion

on Health Care in 2014 Tucson Hispanics Spent

$370 Million

on Health Care in 2014 Source: IHS Global Insight Hispanic Market Monitor 2015, Phoenix DMA

Courtesy of

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Health And Wellness Concerns All The Family

“I worry about...” The Health of Other Family Members

Taking Care of Elderly Family Members

Of Hispanics

vs. 47% of NH Whites

vs. 23% of NH Whites

62% 42% Source: 2010 Yankelovich MONITOR Multicultural Marketing Study, Based on P16+. Following Top 2 Box Summary of Amount of Worry or Stress Caused by Each of the Following

Doctors Are Hispanics Top Source For Health Information

TOP 10 SOURCES FOR GATHERING HEALTH INFORMATION Top 10 Sources for Gathering Health Information 49%

Doctors

HISPANICS ARE Hispanics are more MORE LIKELY likely than NH WhitesTHAN to rely onNONfamily and media HISPANIC reports WHITES for health TO RELY information ON FAMILY AND MEDIA REPORTS FOR HEALTH INFORMATION

36% 35% 34%

The Internet Family Dentists

22%

TV/Radio Reports

29% 26% 25% 23% 25%

Physician Assistants

Friends Nurses

Hispanic

30%

17%

Pharmacists

Government Sources

10%

24%

18%

24% 24%

Non-Hispanic White

Source: Yankelovich 2010 Multicultural Marketing Study. Based on Persons 16+. Summary of 4-5 on a 5-point scale where 5 is "Get a great deal of information."

ce: Yankelovich 2010 Multicultural Marketing Study. Based on Persons 16+. mary of 4-5 on a 5 point scale where 5 is get a great deal of information.

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Doctors Are Hispanic Women’s Top Source Doctors are Hispanic women’s top source of gathering health information Of Gathering Health Information Hispanic women are HISPANICS more likely ARE MORE than NH LIKELY Whites toTHAN rely NON-HISPANIC on family and WHITES TO RELY media reports forFAMILY health AND ON information MEDIA REPORTS

52%

Doctors The Internet Dentists

27%

TV/Radio Reports

33%

32%

18%

30% 29%

Pharmacists Magazine or Newspaper Reports

27%

16%

Government Sources

26%

26% 23%

Physician Assistants The Food & Drug Administration

Hispanic W18+

33%

22%

Family

FOR HEALTH INFORMATION

58%

34% 36%

25%

Non-Hispanic White W18+

Source: Yankelovich 2010 Multicultural Marketing Study. Based on Persons 16+. Summary of 4-5 on a 5-point scale where 5 is "Get a great deal of information."

Source: Yankelovich 2010 Multicultural Marketing Study. Based on Women 18+ Summary of 4-5 on a 5 point scale where 5 is get a great deal of information.

• 55% of Hispanics help care for their parents or elderly relatives vs. 34% of Non-Hispanic Whites

Hispanics Are More Likely To Care Hispanics More Elderly Likely To Care Relatives For The Elderly Relatives ForAreThe Ways Help Care for Parent or Elderly Relative

WAYS HISPANICS HELP CARE FOR PARENT OR ELDERLY RELATIVE

55% OF HISPANICS HELP CARE FOR THEIR PARENTS OR ELDERLY RELATIVES VS. 34% OF NON-HISPANIC WHITES

Choose Their Physician

3% 8%

Choose Their Hospital

3% 7%

Choose Their Pharmacy

2% 5%

Choose or Manage Their Health Insurance

Hispanic

2% Non-Hispanic White

Source: Yankelovich 2010 Multicultural Marketing Study. Based on P16+.

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Hispanics Are More Trusting More Trusting of the U.S. Healthcare System OfHispanics TheAreU.S. Health Care System

Percent of Hispanic and Non-Hispanics Who Agree with the statement: PERCENT AND NON-HISPANICS WHO THEfairly” STATEMENT: “I OF trustHISPANIC the U.S. healthcare system to treat meAGREE and myWITH family

“I trust the U.S. healthcare system to treat me and my family fairly.” 28%

12%

Hispanic

Non-Hispanic White

Source: Yankelovich 2010 Multicultural Marketing Study. Based on P16+. (Top 3 Box on 10-point scale where 10 is "Trust completely.)

Source: Yankelovich 2010 Multicultural Marketing Study. Based on P16+. (Top 3 Box on 10 Point Scale Where 10 Is Trust Completely)

Hispanic Trust And Follow Doctor Hispanic TrustRecommendations and Follow Doctor Recommendations % of Adults Who Strongly Agree % OF ADULTS WHO STRONGLY AGREE

34%

25%

25% 18%

"It's"It's important doctorwhen whenI'm I'm Importanttotogo gototo the the doctor ill"ill."

"I always doctortells tellsme me "I alwaysdodowhat what my my doctor to to do"do."

Hispanic

Non-Hispanic

Source: Simmons NCS/NHCS Winter 2016 NHCS Adult Study 12-month (Feb 2015 – Mar 2016); Total U.S.; Base: A18+ Source: Simmons NCS/NHCS Winter 2016 NHCS Adult Study 12-month (Feb 2015 – Mar 2016); Total U.S.; Base: A18+

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Health Ads Impact Hispanics Health Ads Impact Hispanics

% OF HISPANICS & NON-HISPANICS % of Hispanics & WHO MADE AN Non-Hispanics who Made an appt to see a made an APPOINTMENT TOdoctor appointment to see SEE A aDOCTOR doctor as a result a health ad. AS AofRESULT OF A HEALTH AD.

26% 24% Hispanic

Non-Hispanic

Hispanic Scarborough Study 2016 Release 1 ( Feb ’15 – Jan ‘16), Phoenix DMA, Adults 18+

U.S. Hispanics AreAreMore U.S. Hispanics More Likely Likely to Be Actively Engaged in Their Health To Be Actively Engaged In Their Health • Hispanics are more

• Hispanics Arethan Morethe U.S. likely Likely population than the U.S.in general Population General to beincategorized as to Be Categorized as an “Image an “Image Shaper.”Shaper.” • “Health and image • “Health and image are allied together for allied together for them. are Looking good meansthem. being Looking healthy. good meansand being healthy. Convenience healthy choices can—and Convenience and do—go together healthy choices can— for this group.”

26%

156 Index

Above Average Health & Well Being Image Shapers

and do—go together for this group.”

90 Index

24%

Total

Non-Hispanic

Hispanic

Source: Simmons NCS/NHCS Winter 2016 NHCS Adult Study 12-month (Feb 2015 – Mar 2016); Total U.S.; Base: A18+

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Latinos Were Crucial To The Affordable Care Act’s Success “And just as Latinos were crucial to President Obama’s re-election in 2012, they are now key to the implementation of his health law. The administration has made clear that the health law will succeed only if Latinos…enroll. And it’s pulling out all the stops to make sure they do.” Source: NPR.org, June 25, 2013

Hispanics Represent Significant And Profitable Growth Market Across Key Areas Of The Health Care Industry • Hospitals – Hispanics have larger families, more births and generally trust large, well-established institutions. They also are increasingly privately insured. • Insurers – Hispanics are open and motivated to utilize lower-cost, alternative health care options and treatments. • Health Care Providers – Hispanics are comfortable and willing to pay outof-pocket for healthcare services. Also, in some regions of the U.S., Hispanic consumers often over-index in expensive, high-margin procedures such as bariatric and cosmetic surgery. • Digital Health – Hispanics ages 35-64 are increasingly connected and trust doctors and the internet equally for health care advice. • Pharma – Hispanics are more likely to request brand name products when they are advertised to them in culturally relevant ways. • Medical Device Manufacturers – Older Hispanics have active lifestyles that they want to maintain. Source: www.mediapost.com/publications/article/269836/hispanics-and-healthcare.html

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The Percentage Of Insured Hispanics In Phoenix Has Increased Dramatically In the Past Years The Percentage of Insured Hispanics in Phoenix Has Increased Dramatically in the3Past 3 Years PERCENT OF HISPANIC ADULTS 18+ WITH ANY HEALTH INSURANCE IN PHOENIX

79.7% 0.797

79.9%

67.6%

60.0%

3 Years Ago

2 Years Ago

Last Year

NOTE: Figures include all types of health insurance including,

Current

Courtesy of

butScarborough not limited group individual. Source: Hispanic Study,to, 2013 Releaseand 1 through 2016 Release 1, Phoenix DMA, Hispanic Adults 18+ Source: Hispanic Scarborough Study, 2013 Release 1 through 2016 Release 1, Phoenix DMA, Hispanic Adults 18+

The Percentage of Insured Hispanics in Tucson Has Increased Dramatically in the Past 3 Years The Percentage Of Insured Hispanics In Tucson Percent of Hispanic Adults 18+ with Any Health Insurance in Phoenix Has Increased Dramatically In the Past 3 Years PERCENT OF HISPANIC ADULTS 18+ WITH ANY HEALTH INSURANCE IN TUCSON 87.6 0.876 %

79.5% 73.4%

73.0%

3 Years Ago

2 Years Ago

Last Year

Source:NOTE: Scarborough Study, 2013 Release 1all through 2016 of Release 1, Figures include types health insurance including, Tucson DMA, Hispanic Adults 18+

Current

Courtesy of

but not limited to, group and individual.

Source: Scarborough Study, 2013 Release 1 through 2016 Release 1, Tucson DMA, Hispanic Adults 18+

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Phoenix Hispanics’ Preferences For Health Insurance Differs from Non-Hispanics’ Phoenix Hispanics’ Preferences for Health Insurance Differs from Non-Hispanics’ PERCENTAGE OF INSURED PHOENIX HISPANICS AND NON-HISPANICS Percentage of Insured Phoenix Hispanics and Non-Hispanics by Group/Individual Health Insurance Provider BY GROUP/INDIVIDUAL HEALTH INSURANCE PROVIDER 21%

United Healthcare

21%

Blue Cross & Blue Shield

How to Read: Of all Phoenix Hispanics with health How to Read: insurance, Of all Phoenix 21% have Hispanics with Blue Cross health insurance, Blue Shield 21% have Blue as their health Cross Blue Shield asinsurance their health provider.

insurance provider.

Aetna

Health Net

4% 5%

Humana Aflac

30%

13%

8% 9%

CIGNA State Farm

26%

4% 5% 3%

Other provider

21% Hispanic

27%

Non-Hispanic

Source: Hispanic Scarborough Study 2016 Release 1 ( Feb ’15 – Jan ‘16), Phoenix DMA, Base: Adults 18+ with Any Health Insurance

Tucson Hispanics’ Preferences For Health Insurance Differs From Non-Hispanics’ Tucson Hispanics’ Preferences for Health PERCENTAGE OF INSURED TUCSON HISPANICS AND NON-HISPANICS Insurance Differs from Non-Hispanics’ BY GROUP/INDIVIDUAL HEALTH PROVIDER Health Insurance Provider Percentage of Insured Tucson Hispanics andINSURANCE Non-Hispanics by Group/Individual United Healthcare

41% 17%

Blue Cross & Blue Shield Health Net

How to Read: Of all Tucson Hispanics with health insurance, 17% have Blue Cross Blue Shield as their health insurance provider.

23%

7% 6%

CIGNA

Aetna Meritus Health Partners

0% 1%

Aflac

0% 1%

State Farm

0% 1%

23% 22%

Other provider

Hispanic

Non-Hispanic

Source: Scarborough Study 2016 Release 1 (FebStudy ’152016 – Jan ‘16), 1Tucson Base: Adults 18+ with Any Health Insurance Source: Scarborough Release (Feb ’15DMA, – Jan ‘16), Tucson DMA, Base: Adults 18+ with Any Health Insurance

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Type of Health Insurance Used In Phoenix RANKED BY PERCENTAGE OF HISPANICS USING EACH TYPE OF HEALTH INSURANCE Type of Health Insurance Used In Phoenix Ranked by Percentage of Hispanics Using Each Type of Health Insurance

39% 35% 29%

27%

24%

22%

19% 12%

10%

13% 5%

2% Other type

Medicaid, etc.

PPO

Medicare

Hispanic

HMO

Military

POS (Point of Service)

Non-Hispanic

Source: Hispanic Scarborough Study 2016 Release 1 ( Feb ’15 – Jan ‘16), Phoenix DMA, Base: Adults 18+ with Any Health Insurance Source: Hispanic Scarborough Study 2016 Release 1 ( Feb ’15 – Jan ‘16), Phoenix DMA, Base: Adults 18+ with Any Health Insurance

Type of Health Insurance Used in Tucson of Health Insurance UsedTYPE in Tucson RANKED BY PERCENTAGE Type OF HISPANICS USING EACH OF HEALTH INSURANCE Ranked by Percentage of Hispanics Using Each Type of Health Insurance

36% 29%

27%

24%

22% 18%

18%

20% 15% 8%

9% 5%

1% Medicaid, Etc.

HMO

Other type

PPO

Hispanic

Medicare

Non-Hispanic

Source: Scarborough Study 2016 Release 1 (Feb ’15 – Jan ‘16), Tucson DMA, Base: Adults 18+ with Any Health Insurance Source: Scarborough Study 2016 Release 1 (Feb ’15 – Jan ‘16), Tucson DMA, Base: Adults 18+ with Any Health Insurance

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Top Medical Specialists Visited in Phoenix RANKED BY PERCENTAGE OF HISPANICS USING MEDICAL SPECIALISTS IN THE PAST 12 MONTHS

Top Medical Specialists Visited in Phoenix Ranked by Percentage of Hispanics Using Medical Specialists in the Past 12 Months

44% 39%

28% 22% 21%

27%

22% 18%

16%

18%

16%

15% 9%

11%

0% Dentist

Eye Examiner

Eye Doctor

OB/GYN

Other specialist

Chiropractor Cardiologist

Hispanic

Skin Doctor

Physical Therapist

Orthopedist

Cosmetic Surgeon

Non-Hispanic

Top Medical Specialists Visited in Tucson RANKED BY PERCENTAGE OF HISPANICS MEDICAL Top MedicalUSING Specialists VisitedSPECIALISTS in Tucson IN THE PAST 12 MONTHS Ranked by Percentage of Hispanics Using Medical Specialists in the Past 12 Months 54%

33%

31% 32% 24% 20%

23% 19% 18%

20%

16%

15% 9%

10%

9% 5%

Dentist

Eye doctor

Other specialist

OB/GYN

Eye examiner

Cardiologist

Hispanic

Non-Hispanic

Physical therapist

Orthopedist

Source: Scarborough Study 2016 Release 1 (Feb ’15 – Jan ‘16), Tucson DMA, Base: Adults 18+ Source: Scarborough Study 2016 Release 1 (Feb ’15 – Jan ‘16), Tucson DMA, Base: Adults 18+

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3% Chiropractor

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Top Medical Services In Phoenix RANKED BY PERCENTAGE OF HISPANICS USING MEDICAL SERVICES IN PAST 3 YEARS MEDICAL SERVICE Other medical service Hospital emergency room Urgent care facility Maternity care Pediatrics Any overnight stay procedure Cancer/oncology Teeth whitening, veneers, etc. Cardiac care Neurology Orthopedics Corrective eye surgery Mental health care

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13

30.8% 26.9% 25.2% 16.7% 15.5% 9.1% 8.6% 8.3% 7.6% 7.1% 6.8% 5.7% 2.7%

#3 #1 #2 #11 #7 #4 #7 #13 #5 #9 #6 #9 #12

28.0% 32.9% 29.8% 6.4% 9.5% 16.1% 9.5% 4.1% 12.1% 7.5% 10.6% 7.5% 5.0%

Source: Hispanic Scarborough Study 2016 Release 1 ( Feb ’15 – Jan ‘16), Phoenix DMA, Base: Adults 18+ Courtesy of

Top Medical Services In Tucson RANKED BY PERCENTAGE OF HISPANICS USING MEDICAL SERVICES IN PAST 3 YEARS MEDICAL SERVICE Other medical service Hospital emergency room Urgent care facility Maternity care Pediatrics Any overnight stay procedure Orthopedics Cardiac care Neurology Mental health care Cancer/oncology Corrective eye surgery Teeth whitening, veneers, etc.

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13

36.8% 30.1% 23.1% 17.3% 14.8% 12.6% 9.5% 8.5% 8.0% 5.9% 4.2% 4.1% 3.8%

#1 #1 #1 #9 #7 #2 #5 #4 #7 #7 #5 #9 #12

36.4% 34.1% 32.6% 6.8% 10.0% 17.1% 11.5% 11.7% 7.3% 6.9% 10.6% 6.7% 4.1%

Source: Scarborough Study 2016 Release 1 (Feb ’15 – Jan ‘16), Tucson DMA, Base: Adults 18+ Courtesy of

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Top Hospitals Used in Phoenix RANKED BY PERCENTAGE OF HISPANICS USING HOSPITALS IN PAST 3 YEARS HOSPITAL SERVICE

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12

12.5% 11.9% 11.5% 9.5% 9.4% 8.0% 7.6% 6.3% 5.9% 5.7% 4.7% 4.3%

#3 #10 #8 #2 #1 #16 #4 #6 #11 #12 #21 #9

6.7% 4.4% 5.1% 8.0% 17.8% 1.5% 6.3% 5.9% 4.1% 3.3% 0.7% 4.6%

St. Joseph Hospital & Medical Center Phoenix Children’s Hospital Banner Good Samaritan Medical Center Banner Desert Medical Center Other hospital Maricopa Medical Center Other Banner Health hospital Banner Thunderbird Medical Center John C. Lincoln Deer Valley Hospital Chandler Regional Hospital Maryvale Hospital Banner Baywood Medical Center

Source: Hispanic Scarborough Study 2016 Release 1 ( Feb ’15 – Jan ‘16), Phoenix DMA, Base: Adults 18+ Courtesy of

Top Hospitals Used in Tucson RANKED BY PERCENTAGE OF HISPANICS USING HOSPITALS IN PAST 3 YEARS HOSPITAL SERVICE

HISPANIC RANK

Any hospital used Tucson Medical Center Banner University Medical Center - Tucson Campus St. Mary’s Hospital Banner University Medical Center - South Campus Northwest Medical Center University of Arizona Medical Center - Diamond Children’s St. Joseph’s Hospital Carondelet Heart & Vascular Institute Other hospital VA Medical Center Oro Valley Hospital

#1 #2 #3 #4 #5 #6 #7 #8 #8 #10 #11

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

81.7% 34.3% 20.0% 19.0% 17.4% 16.4% 14.0% 9.6% 7.3% 7.3% 5.5% 1.3%

#1 #3 #5 #9 #2 #10 #4 #11 #6 #7 #8

71.9% 27.6% 16.5% 10.0% 6.2% 19.2% 4.7% 15.3% 3.5% 8.8% 7.4% 6.8%

Source: Scarborough Study 2016 Release 1 (Feb ’15 – Jan ‘16), Tucson DMA, Base: Adults 18+ Courtesy of

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STATE OF LATINO ENTREPRENEURSHIP

Stanford Latino Entrepreneurship Initiative

Source: www.LatinoEl.org

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About This Report and implemented the data collection.

The Stanford Latino Entrepreneurship Initiative (SLEI), a collaboration between the Latino Business Action Network (LBAN) and Stanford University, housed within the Stanford Graduate School of Business, created this report on the State of Latino Entrepreneurship in the United States. The information contained in this report was prepared from sources and data that we believe to be reliable, but we make no representation as to its accuracy or completeness and we assume neither responsibility nor liability for any damages of any type resulting from any errors or omissions. Projected to be published annually, this first report is published in November, 2015.

Dr. Jerry Porras is the cofounder and chairman of the board of LBAN, co-author of the business bestseller, Built to Last: Successful Habits of Visionary Companies, and the Lane Professor of Organizational Behavior, Emeritus at the Stanford Graduate School of Business.

Other Contributors Remy Arteaga is the Executive Director of the LBAN, co-author of the Wiley published book, Pivot: How Top Entrepreneurs Adapt and Change Course to Find Ultimate Success. Tiq Chapa is the Program Manager of SLEI.

Principal Investigators

Jessica Salinas is the Community & Marketing Manager of LBAN.

Dr. Douglas Rivers, a senior fellow at the Hoover Institution and a professor of political science at Stanford University, designed the research study,

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Source: www.LatinoEl.org

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Acknowledgments Just as growing a business would not be possible without a network of support, SLEI has many to thank for its development and results.

We would also like to thank all the hard-working Latino entrepreneurs of the research panel who are helping build America’s economy.

First, LBAN would like to thank 21st Century Fox, Wells Fargo Bank, State Farm Insurance, Pitch Johnson, John Arrillaga, Microsoft, Comcast, Latino Donor Collaborative, and The Gilbert and Jacki Cisneros Foundation for their generous funding and support.

Finally, we would also like to thank Barbi Bistrowitz (bb@barbibistrowitz.com), who donated her time as art director to design this report.

Second, we want to thank our Board of Directors for their guidance and insights. The LBAN board: Victor Arias, Korn Ferry International Phil Pompa, International Accelerator, Inc. Jerry I. Porras, Stanford Graduate School of Business (Chairman - LBAN) Frank Ramirez, Entrepreneur David Segura, VisionIT Sol Trujillo, Trujillo Investments

Source: www.LatinoEl.org

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LBAN For more on information, please visit www.LatinoEI.org.

The Stanford Latino Entrepreneurship Initiative (SLEI) is a research collaboration between Stanford University housed at the Graduate School of Business and the Latino Business Action Network (LBAN), a 501(c)3 not for profit organization located in Palo Alto, CA.

Vision The vision to make America stronger by empowering Latino entrepreneurs to grow large businesses through entrepreneurship research, education and networks.

Goal The Goal is to grow the American economy by doubling the number of $10+ million, $100+ million, and $1+ Billion Latino-owned businesses by 2020.

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Source: www.LatinoEl.org

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Executive Summary With this report, Stanford Latino Entrepreneurship Initiative (SLEI) provides the first annual State of Latino Entrepreneurship report. It provides academic researchers, policy makers and business leaders with a timely update of SLEI’s research results.

U.S. economy. The potential impact on the U.S. economy if LOBs generated the same level of sales as NLOBs was calculated over the period of 20022012. A pattern was found to exist over these years. For example, in 2012 alone, if all LOBs averaged the same yearly sales per firm as all NLOBs, $1.38 trillion would have been added to the economy. This difference is named the Opportunity Gap and represents the potential economic impact of scaling LOBs to the same average level of NLOBs.

The report finds that even as the Latino population (currently at 17%) is growing at an undeniably fast rate (estimated to be 30% by 2060), and with it, an explosion in the number of Latino Owned Businesses (LOBs), there is a multi trillion dollar opportunity gap between Latino Owned Businesses and Non-Latino Owned Businesses (NLOBs), driven by the dramatic difference in size between the two.

Diverse Customers & Industries Our research also found that reasons often cited for lack of large size for LOBs- industry selection and customer base- are without merit. When comparing the mixture of industries of LOBs to NLOBs in industries with either high average sales per firm or high growth rates, SLEI found no discernible differences between the two groups in the percentage of firms within industries. On the second point, SLEI found that 80% of LOBs sell to a mixture of both Latino and non-Latino customers. The results counter the perception that LOBs are small because Latino entrepreneurs choose to open businesses in small industries or because of a lack of diverse customer base.

What can explain this difference? To answer that question, SLEI has created a carefully cleaned database of 1,432,746 Latino businesses, from which two panels of Latino businesses owners - 1,831 and 368 - who agreed to participate in ongoing surveys and research was created. This report expands on the U.S. Census based reports, including the Kauffman Foundation report, by examining the economic impact of LOBs on the American economy and issues related to growing large LOBs. For the first time, a deeper examination into the drivers that lead to smaller LOBs is analyzed.

An Entrepreneurial Mindset The data speak to an interesting misalignment between the mindset of the Latino business owner and the reality of the state of their business. Although the growth mentality is present, the reality is that more than half (54%) of the surveyed LBOs have businesses that are either growing slowly, staying stagnant or shrinking, revealing a clear disconnect between goals and reality.

Key Insights Multi Trillion Dollar Opportunity Gap The current gap between the average yearly sales generated by LOBs and NLOBs points to an exciting opportunity for significant growth in the

5 Source: www.LatinoEl.org

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Executive Summary Internal Motivations Affect Ownership and Capital

government funding programs for small businesses, according to our survey respondents, many Latino business owners are totally unaware of these government funds and programs. In fact, 22% have never heard of the SBA, 51% have never heard of the SBIC, and 56% have never heard of SBIR.

Further, our results indicate that Latino business owners are motivated primarily by internal, noneconomic factors. When asked, only 37% of Latino entrepreneurs responded that external market opportunity was a key inspiration for becoming business owners. Instead, Latino business owners point to reasons based on internal impact-- building something to pass down to children, parents or family members, working with family or friends, or having control of their financial future.

Next Steps Latino business owners are having a significant impact on the economy, and there is an opportunity to have an even greater impact by understanding the factors that inhibit growth. This report is a first step in improving the lives of Latinos through entrepreneurship, as it gives us a better understanding of the potential economic impact LOBs can have in the U.S. economy and the challenges that need to be addressed to get there.

Personal motivations contribute to more than business creation, also influencing ownership and capital decisions. When it comes to ownership, the results show that LOBs are predominantly family owned with only 8% non-family ownership, compared to 15% of NLOBs. Additionally, although over half of respondents believe that they could grow faster if they had additional capital, 67% are concerned about losing control of their business if during fundraising, they sold a share to someone else or brought in a partner.

In addition to the research, the Latino business database and research panel can help policymakers and business leaders understand and then accelerate the engines of job creation and wealth formation latent in the surging rates of Latino entrepreneurship. This report can also provide government agencies - such as the SBA, SBIC, SBIR - venture capitalists, banks and other commercial institutions, and nonprofits the opportunity to engage deeper with the Latino population, and specifically, the Latino entrepreneur.

Capital Awareness & Engagement Compared to NLOBs, LOBs were less likely to look to conventional institutional capital sources, like banks, for funding and were more likely to use credit cards. However, while taking a closer look at capital and LOBs, our survey found that ⅓ of respondents have been turned down for funding, with the majority of those being declined by banks.

In turn, further surveys and work with this research panel of LOBs can track the successes created by changes in public policy and public investments.

Further, while the SBA, SBIC and SBIR grants are three of the largest and most well-known

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LBAN 3430 West Bayshore Road Suite 104 Palo Alto, CA 94303 650-666-0079 info@LatinoEI.org

Source: www.LatinoEl.org

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Ready to save up to 90% on lighting upgrades? APS has a rebate for that. Making energy-saving upgrades is a great way for Arizona Hispanic Chamber of Commerce members to reduce their operating costs. Thanks to our APS Express Solutions rebate program, making those upgrades has never been more affordable. We’ll cover up to 90% of the cost of lighting and refrigeration upgrades—and most projects pay for themselves in less than a year.

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Latinos Are Taking The Lead In Entrepreneurship

'LATINOS NOW ACCOUNT FOR ONE OUT OF EVERY FIVE NEW ENTREPRENEURS IN THE UNITED STATES' Source: Center For American Progress, "Latinos Are Shaping The Future of the United States," November 2015 cdn.americanprogress.org/wp-content/uploads/2015/11/23114334/CAP-CIDE-report2-WEB.pdf

Since 2002, Hispanic-Owned Businesses Have More Than Doubled Since 2002, Number of Hispanic Owned Businesses Have More Than Doubled (In millions)

(IN MILLIONS) 4.1

1.7

2002

2015

Source: Hispanic Wealth Project, 2015 State of Hispanic Homeownership Report, 2016 Source: Hispanic Wealth Project, 2015 State of Hispanic Homeownership Report, 2016 hispanicwealthproject.org/state-of-hispanic-homeownership-report/ http://hispanicwealthproject.org/state-of-hispanic-homeownership-report/

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Latinas Own Over 1/3 Of All Businesses Owned By Minority Women Latinas Own Over 1/3 of All Minority Women Owned Businesses U.S. Business Owned By Women WOMEN U.S. BUSINESS OWNED BYMinority MINORITY

36%

64%

Latinas

Other

Source: Hispanic Source: WealthHispanic Project,Wealth 2015 State of2015 Hispanic Report, 2016 Project, State Homeownership of Hispanic Homeownership Report, 2016 hispanicwealthproject.org/state-of-hispanic-homeownership-report/ http://hispanicwealthproject.org/state-of-hispanic-homeownership-report/

The Rate of New Latino Entrepreneurs Since 1996, The Rate of New Latino Entrepreneurs Has More Than Doubled Has More Than Doubled Since 1996 22.1%

10.0%

1996

2014

Source: Robert W. Fairlie, et al., “The Kauffman Index: Main Street Entrepreneurship,” Ewing Marion Kauffman Foundation, December 2015. www.kauffman.org/~/media/kauffman_org/microsites/kauffman_index/state_and_metro_mainstreet_2015/kauffman_index_main_street_state_report_2015.pdf Source: Hispanic Wealth Project, 2015 State of Hispanic Homeownership Report, 2016 http://hispanicwealthproject.org/state-of-hispanic-homeownership-report/

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In Arizona, Female Hispanic Firms Are Growing At A Rate Of 116%, 114 Percentage In Arizona, Female Hispanic Firms Are Growing At A Rate Of 116%, Number of Firms in Arizona Points 114 Percentage Points Higher Higher Than TheThan Rate For All The Firms! Rate For All Firms NUMBER OF FIRMS IN ARIZONA

2% Growth

600

492

500

Thousands

400

60% Growth

300

200

100

All Firms

70% Growth

136 53

Minority Firms

2007

Hispanic Firms

116% Growth 42

Female Hispanic Firms

2012

Source: U.S. Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015

Top ChallengesInclude of Conducting Business Arizona SBE Concerns TopinChallenges Of Conducting Business In Arizona (In Percentage)

(IN PERCENTAGE)

50 42

Education System

Workforce

State Government

Source:2016 Alliance Bank of Arizona's Arizona 2016 CEO Outlook Source: Arizona CEO Outlook

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What Small Business Owners Are About What SmallConfident Business Owners Are Confident About (In Percentage)

(IN PERCENTAGE) 89 75 58

Confident in 2016 Revenue Growth

More Opportunity Than 3 Years Ago

Investing in Hiring/Marketing

Expanding

Source: Alliance Bank of Arizona's Arizona 2016 CEO Outlook Source: Arizona 2016 CEO Outlook

Threats To Future Business Growth Threats to Future Business Growth (In Percentage)

(IN PERCENTAGE)

New Market Entrants

Shift in Consumer Spending

Cyber Threats/data breach

Deficiency of employees w/key skills

Source: Alliance Bank of Arizona's Arizona 2016 CEO Outlook

Source: Arizona 2016 CEO Outlook

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Between 2000-2015, Hispanics Accounted For 66% OfHispanics U.S.Accounted Labor Between 2000-2015, for 66%Force of U.S. LaborGrowth Force Growth

34%

66%

Hispanic

Other

Percentage Of U.S. Hispanics In The Labor Force Percentage of U.S. Hispanics in the Labor Force (In Percentage) (IN PERCENTAGE)

2005

2010

2014

Source: U.S. Census Bureau

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Since 2009, Hispanic Unemployment Rate Has Decreased 7.7 Percentage Points Since 2009, Hispanic Unemployment Rate Has Decreased 7.7 Percentage Points 13.1%

5.4%

August 2009

February 2016

Source: Hispanic Wealth Project, 2015 State of Hispanic Homeownership Report, 2016

http://hispanicwealthproject.org/state-of-hispanic-homeownership-report/ Source: Hispanic Wealth Project, 2015 State of Hispanic Homeownership Report, 2016 hispanicwealthproject.org/state-of-hispanic-homeownership-report/

Hispanics Have A Strong Presence In Labor Force

Hispanics Have A Strong Presence In Labor Force *Percentage Calculations from February 2016 *PERCENTAGE CALCULATIONS FROM FEBRUARY 2016 66

U.S. Rate of Labor Force Participation

U.S. Hispanic Rate of Labor Force Participation

Source: Hispanic Wealth Project, 2015 State of Hispanic Homeownership Report, 2016 hispanicwealthproject.org/state-of-hispanic-homeownership-report/ Source: Hispanic Wealth Project, 2015 State of Hispanic Homeownership Report, 2016 http://hispanicwealthproject.org/state-of-hispanic-homeownership-report/

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REPORT AUGUST, 2016

The Contributions of New Americans in Arizona

Source: www.renewoureconomy.org

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| The Role of Immigrants as Entrepreneurs

The Role of Immigrants as Entrepreneurs 60,132

22%

immigrants in Arizona are self-employed. Immigrant-owned businesses generated $1.3 B in business income in 2014.

iven that the act of picking up and moving to another country is inherently brave and risky, it should be little surprise that immigrants have repeatedly been found to be more entrepreneurial than the U.S. population as a whole.1 According to The Kauffman Foundation, a nonprofit group that studies entrepreneurship, immigrants were almost twice as likely to start a new business in 2015 than the nativeborn population.2 The companies they founded ranged from small businesses on Main Street to large firms responsible for thousands of American jobs. Recent studies, for instance, have indicated that immigrants own more than half of the grocery stores in America and 48 percent of nail salons.3 Foreign-born entrepreneurs are also behind 51 percent of our country’s billion dollar startups.4 In addition, more than 40 percent of Fortune 500 firms have at least one founder who was an immigrant or the child of an immigrant.

Share of entrepreneurs in Arizona who are immigrants

113,760 people in Arizona were employed by immigrant owned companies in 2007

In 2010, roughly 1 in 10 American workers with jobs at private firms were employed at immigrantfounded companies. The super-charged entrepreneurial activity of immigrants provides real and meaningful benefits to everyday Americans. In 2010, roughly one in 10 American workers with jobs at private firms were employed at immigrant-founded companies. Such businesses also generated more than $775 billion in annual business revenue that year.5 In Arizona, like the country as a whole, immigrants are currently punching far above their weight class as entrepreneurs. Foreignborn workers currently make up 22.0 percent of all entrepreneurs in the state, despite accounting for 13.7 percent of Arizona’s population. Their firms generated

Source: www.renewoureconomy.org

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The Role of Immigrants as Entrepreneurs

$1.3 billion in business income in 2014. Arizona firms with at least one immigrant owner also provided jobs to roughly 114,000 Americans in 2007.6 Immigrant entrepreneurs have played an important part of Arizona’s economic success story. Avnet, a Fortune 500 technology distributer based in the state, was originally founded by Charles Avnet, a Russian immigrant. Avnet started out by selling spare radio parts in downtown Manhattan. By World War II, he had turned his company into one of the country’s leading radio distributors.7 Freeport-McMoRan, another Fortune 500 firm based in Arizona, had one founder whose parents immigrated to America. Together, these two companies employ 54,000 people globally and bring in almost $50 billion in revenues each year. Currently, there is no visa to come to America, start a company, and create jobs for U.S. workers — even if an entrepreneur already has a business plan and has raised hundreds of thousands of dollars to support his or her idea. Trying to exploit that flaw in our system, countries around the world — from Canada to Singapore, Australia to Chile — have enacted startup visas, often with the explicit purpose of luring away entrepreneurs who want to build a U.S. business but cannot get a visa to do so.8 Here in the United States, many individuals have gone to great lengths to circumnavigate the visa hurdles. Many

entrepreneurs sell a majority stake in their company and then apply for a visa as a high-skilled worker, rather than the owner of their firm. And a few enterprising venture capitalists, led by Jeff Bussgang in Boston and Brad Feld in Colorado, have launched programs that bring over foreign-born entrepreneurs to serve as “entrepreneurs in residence” at colleges and universities. Because nonprofit academic institutions are exempt from the H-1B cap, such entrepreneurs can secure their visas by working as mentors at a school, and then build their startups in their free time. These innovative programs, which are currently available at 13 colleges and universities across the country, are already resulting in meaningful economic contributions. As of mid-2016, 23 entrepreneurs had secured visas through these programs nationally. The companies they founded had created 261 jobs and raised more than $100 million in funding.9

40% of Fortune 500 companies based in Arizona were founded by immigrants or their children. Those firms generate $49.6 B in annual revenue, and employ 54,000 people globally. 3 Source: www.renewoureconomy.org

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Percentage Of Employed And Unemployed Hispanics In The Past Decade Percentage of Employed and Unemployed Hispanics In the Past Decade (In Percentage)

(IN PERCENTAGE)

6 2005

2010

Employed

2014

Unemployed

Source: U.S. Census Bureau

factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_1YR_S0201&prodType=table Source: U.S. Census Bureau http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_1YR_S0201&prodType=table

Top 5 Occupations For Hispanics In Arizona Top 5 Occupations for Hispanics in Arizona (In Percentage) (IN PERCENTAGE)

28 24

20 15

Management,professional, professional Management, and related related and

Service Service

Salesand andoffice office Sales

2005

Natural resources, resources, Natural construction and construction, and maintenance maintenance

2010

2014

Source: U.S. Census Bureau Source: U.S. Census Bureau factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_1YR_S0201&prodType=table http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_1YR_S0201&prodType=table

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Production,transportation, transportation Production, andmaterial material moving moving and

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Employment And Unemployment Status Of Hispanics In Phoenix Employment and Unemployment Status of Hispanics in Phoenix (In Percentage)

(IN PERCENTAGE) 66 58

5 2005

2010

Employed

2014

Unemployed

Top Industries For Hispanics In Arizona Top Industries For Hispanics in Arizona (In Percentage)

(IN PERCENTAGE) 19

14 14 10 10

9 7

Professional, scientific Professional, scientific, and and management management

Educational services, Educational services, health health social carecare and and social

Arts, entertainment, entertainment, Arts, recreation, accommodation, accommodation recreation, and food services services and food

2005

2010

Construction Construction

2014

Source: U.S. Census Bureau factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_1YR_S0201&prodType=table Source: U.S. Census Bureau http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_1YR_S0201&prodType=table

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Manufacturing Manufacturing

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Unemployment Rate Down For Hispanics In Arizona Since 2010 Number of Hispanics Employed and Unemployed in Arizona (In Percentage)

(IN PERCENTAGE) 63

6 2005

2010

Employed

2014

Unemployed

A Positive Outlook For Hispanic Labor Force Participation In The Future 'HISPANICS WILL ACCOUNT FOR APPROXIMATELY 11 MILLION JOBS OUT OF 14 MILLION NEW POSITIONS ACROSS THE ECONOMY BETWEEN 2016 AND 2034' Source: Nick Timiraos, “Hispanics Could Account for 40% of U.S. Job Growth by 2020,” Wall Street Journal, Feb. 24, 2015. hispanicwealthproject.org/state-of-hispanic-homeownership-report/

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Phoenix Latinas In The Labor Force Have Remained Stagnant In The Past Decade Phoenix Latinas in the Labor Force Have Remained Stagnant In the Past Decade (In Percentage) (IN PERCENTAGE)

2005

2010

2014

Source: U.S. Census Bureau

The Majority Of Latinas Work In Service, Sales And Office Roles

While 50% of Phoenix Latinas Are in Labor Force Industries,(InThere Are Plenty of Latinas who Pursue Other Occupations Percentage)

(IN PERCENTAGE) 35

2005

2010

Management, professional, Management, professional and and related related

2014

Service Service

Sales Sales and andoffice office

Source: U.S.Census Census Bureau Source: U.S. Bureau http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_1YR_S0201&prodType=table factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_1YR_S0201&prodType=table

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Employed And Unemployed Latinas In Tucson Employed and Unemployed Latinas in Tucson (In Percentage)

(IN PERCENTAGE)

2007

2010

Employed

2014

Unemployed

Employment And Unemployment Status Of and Hispanics In ofTucson Employment Unemployment Status Hispanics in Tucson (In Percentage)

(IN PERCENTAGE) 59

5 2007

2010

Employed

2014

Unemployed

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CHASE IS PROUD TO SUPPORT THE ARIZONA HISPANIC CHAMBER OF COMMERCE

CHASE IS PROUD TO SUPPORT THE ARIZONA HISPANIC CHAMBER OF COMMERCE SO YOU CAN DO MORE FOR YOUR COMMUNITY. Contact Your Local Chase Business Banker Today. Kelly B. Shupe Vice President Business Banking Area Manager 480-970-7028

For more information, visit chase.com

The law firm of Quarles & Brady is a proud sponsor of the Arizona Hispanic Chamber of Commerce. For more information about our legal services, please contact Leonardo Loo at 602.229.5638/ leonardo.loo@quarles.com.

quarles.com

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Hive @ Central

Photos Courtesy of Hive @ Central

PROFILE

Libraries across our society serve as a cornerstone of access to and attainability of information, knowledge and resources for all who seek it, regardless of their station in life. For over 100 years, Phoenix Public Library has demonstrated a proven track record of embracing innovation, creating collaborations with partners and committing resources toward identified needs as they arise. Holding this as a core principle, the Phoenix Public Library in partnership with Phoenix’s Community and Economic Development Department and Arizona State University, launched hive @ central, a small business and entrepreneurial resource center, in January 2014. hive @ central’s signature offering, its Business Roadmap Program, is a series of eight startup workshops detailing the essentials to starting a business. It addresses the range of hurdles an entrepreneur faces, from limited access to workspace, seed capital, marketing guidance and drafting a sound business plan. These all play into the success of a future business owner. In addition, financial literacy skills are needed to manage a balance sheet or interpret a statement of cash flow. The Business Roadmap Program is a packaged step by step constructed resource, offering introductory workshops that include hands on advice. Offered in both English and Spanish, sessions resulted in 3,835 individuals attending various single workshops, 222 individuals completing the entire 8-workshop series and 120 new businesses launched since the program's beginning. The program serves older and younger adults, multilingual or monolingual and all are have equal access to learn and aspire to launch the biggest dreams of their lives. The extensive network of local business service providers that help spread the word to the community, resulting in well-attended programs. Since its launch, hive

@ central has hosted nearly 36,000 visitors, offered 594 business workshops and served over 8,000 aspiring business owners. As the center began to gain traction, so did the ways the space is used. More and more customers arrive to host meetings each day and established Phoenix business service providers convene to work on new initiatives, meet with stakeholders or connect with mentors to enhance their skills. As hive @ central concludes its third year in service to the community DreamBuilder, an online, self-paced, learning program (available in both English and Spanish) will be added to serve the needs of our growing customer base. It is an eight week, self-paced learning software developed by the Thunderbird Global School of Management at Arizona State University and Freeport McMoran that provides a scalable program for a relatively low investment to assist potential small business owners with the basics. Strategic plans are in place to offer hive @ central’s Business Roadmap Program at Phoenix Public Library’s Palo Verde location (4402 N. 51st Ave., 85031) in both English and Spanish. “Phoenix Public Library launching a small business and entrepreneurial resource center like hive @ central is a great resource for early stage small businesses. The library houses an extensive collection of business resources such as market research, small business tax reference guides, recent statistical research on a variety of populations, as well as online money and business directories,” says Phoenix City Councilman Daniel Valenzuela. “I applaud and support all the Phoenix Public Library’s hive @ central does to help our businesses thrive. They are an important partner in Phoenix’s entrepreneurial ecosystem.”

Source: www.phoenixpubliclibrary.org; www.Facebook.com/cityofphoenix; twitter.com/CityofPhoenixAZ or follow at @CityofPhoenixAZ; Subscribe to our YouTube channel at www.Youtube.com/cityofphoenixaz

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"Hispanics? Who are they? What is the Hispanic market? Population? Education? Language Preference? Home Ownership? Business Ownership? Purchasing Power? Brand Loyalty? Inquiring minds were discovering this “market” and frequently reached out to AZHCC for information. DATOS was born as a response to those numerous inquiries. It proved to be both entrepreneurial and an opportunity to inform and guide the general public. The Hispanic community was not a “sleeping giant” monolithic in nature but a vibrant, evolving demographic with a breath of history, origins, experiences, opinions, creating jobs, growing in purchasing power, emerging in voting power, seeking and becoming elected officials. We were and continue to be an innovative, productive and entrepreneurial class." SANDRA FERNIZA Former President & CEO Arizona Hispanic Chamber of Commerce, 1993-1998 Co-Founder, DATOS

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CONSUMER DEMOGRAPHICS Demographics Not Destiny, But Useful Indicator The number of Hispanics in the Phoenix area* has topped 1 million.

Demographers say these trends will continue for the foreseeable future.

In the Tucson metro area, there are more than 300,000 Latinos.

On the immigration front, the number of undocumented immigrants in the U.S. has dropped substantially in recent years—notwithstanding the vitriolic sentiment expressed toward immigrants by the GOP nominee on this year’s presidential campaign trail.

Arizona’s overall Hispanic population has grown threefold since 1990 to more than 2.1 million. There are now 56 million Latinos nationwide and that number could reach 119 million by 2060. Any way you look at it the Hispanic population is booming. “Demographic trends are not the only predictors of our destiny, but in Arizona the steady growth of the Hispanic population is a useful and illustrative indicator of the challenges and benefits to come in our state,” says Gonzalo A. de la Melena, Jr., president and CEO of the Arizona Hispanic Chamber of Commerce. Two of the most illustrative indicators of things to come: •

While Latinos are more than 30 percent of the state’s population, experts predict Hispanics could reach majority status in Arizona in one generation.

•

Among the state’s K-12 students, Hispanics are expected tor each majority status by 2020.

Most of the growth among Latinos in Arizona and across the country is tied to population growth among U.S.-born Hispanics, not immigration. In Arizona, 72 percent of Hispanics were born in the U.S. U.S. Hispanics, meanwhile, are a comparatively young population and they tend to have more children—2.2 per Hispanic household versus 1.9 for whites. Nationally, the median age of Hispanics is 27, compared to 37 for Non-Hispanics. In Arizona, the Hispanic median age is 25 as compared to 41 for Non-Hispanic whites. About 50 percent of “Hispanics report having children [in household] younger than 18,” a Gallup survey found in 2015, “compared with 29% of whites, 39% of blacks and 36% of Asians.”

In a report published this year by Robert Warren of the Center for Migration Studies of New York (CMS), the number of undocumented immigrants in the U.S. has dipped below 11 million, down from its estimated peak of about 12 million in 2008. “The facts of the report tell a different story than what you might hear on the campaign trail or in the halls of Congress, where many send a message that we’re being overrun by undocumented immigrants,” Kevin Appleby, a senior director at CMS said to reporters during a press call. “The facts and the data show that’s just not true.” While the economic recovery and steady job growth now appear to be jumpstarting immigration rates to some degree, the origin of so-called “New Americans” is shifting. Whereas Mexico was the primary source of immigration, more Chinese immigrants moved to the U.S. in 2013 than Mexican immigrants. Mexico has seen a dip in birth rates and a surge in its economic expansion. The country is now the 15th largest economy in the world, according to the World Bank and is expected to the world’s fifth largest economy by 2050. Other factors behind the drop in Mexican migration includes stepped-up border enforcement and increased deportations. While immigration remains a factor in overall Hispanic population growth, native-born Latinos make up about two-thirds of the U.S. Hispanic community. In 2012, immigration from Mexico reached “net zero,” meaning as many Mexicans immigrated to the United States as left that year.

*Defined as Census County Division (CCD)

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Cox Community Relations Specialist Perfectly Suited For Her Job PROFILE Roxanne Wingate loves her job. That’s what happens when your job helps make people’s lives better. Born in California and raised in Rio Rico near the Arizona-Mexico border, Wingate has worked as the senior community relations specialist for Cox Communications in Phoenix for six years. Determined to follow in her older sister’s footsteps, Wingate said she came to the Phoenix to attend ASU in 2001. She earned a degree in Human Communications and a minor in Spanish in 2005, but admits she was intimidated at first by life in the big city. Things changed for the better when joined ASU’s Latina sorority, Gamma Alpha Omega. She said joining the sorority helped reinforce her pride in her cultural and family roots, and gave her the determination to face the day-to-day challenges at a majority university. Culture and family have always been important in Wingate’s life. She grew up fully bilingual and still routinely uses both languages on the job. Her mother is from Sinaloa. Her father was born in California and his family is from Guadalajara, but the family made regular trips to the Mexican state of Sinaloa to visit relatives often. “We visited Sinaloa a lot when I was growing up,” said Wingate. “We always had our American side and our Mexican side. My parents were very bicultural, and that was our world, too.” After college, Wingate’s career advanced quickly and included a stint a Valley of the Sun United Way, which helped opened her eyes to the world of philanthropy and charitable giving. Before moving to Cox, Wingate worked at AAA, where she did community outreach and served as the point person for the Spanish-language press.

Wingate also participates in Cox’s Diversity Council, which addresses issues of minority representation in workforce hiring and promotion, supplier diversity, customer service, and community outreach. And she is responsible for the company’s multicultural outreach efforts with women’s groups, Hispanics, African Americans, Asians and other minority groups, as well as the LGBT community. When she isn’t overseeing the company’s employee volunteer program, she volunteers her own time with community groups like Habitat for Humanity. She serves as a board member at Friendly House, one of the Valley’s oldest and most prestigious nonprofit social service organizations. Friendly House celebrates its 100th birthday in 2020. One of Cox’s most exciting new projects, said Wingate, is its “Connect2Compete” program, which provides needy families with children in K-12 with low cost internet access. The goal is to bring together youth, education and technology in a way that helps promote economic development and family cohesion. “It’s so rewarding when it helps the families lacking in Internet access,” said Wingate. Families can receive internet access for as little as $9.95 a month. .Connect2Compete is a national non-profit program offered in partnership with leading cable companies like Cox Communications. “Connect2Compete”, like almost everything Wingate spends her time on, is about helping the neediest in our community and changing lives for the better. It’s also one more reason why Wingate loves her job.

An alum of the Hispanic Leadership Institute, a project run by Valle del Sol that teaches professional leadership skills, Wingate said HLI, “Armed her with the right tools…to make a difference.” She does exactly that at Cox. As part of her job there, Wingate oversees the company’s employee volunteer initiative. In 2015, more than 30 percent of Cox employees volunteered in the community and logged a total 39,000 volunteer hours.

Roxanne Wingate, far right, is senior community relations specialist at Cox Communications in Phoenix.

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Title

50,477,594

Hispanic or Latino

Mexican

Puerto Rican

2000

Cuban

12,270,073

1,785,547

1,241,685

4,623,716

3,406,178

20,640,711

Copy Here

10,017,244

CASE STUDY 31,798,258

35,305,818

U.S. Hispanic Population Changes U.S. Hispanic Population

Other Hispanic

2010

Source: 2010 Census Briefs www.census.gov/prod/cen2010/briefs/c2010br-04.pdf

Source: 2010 Census Briefs http://www.census.gov/prod/cen2010/briefs/c2010br-04.pdf

U.S. Hispanic Average Annual Percent Change In Population U.S. Hispanic Avg Annual Percent Change (IN THOUSANDS)

4.80%

4.50%

3.80%

3.40%

1990-1995

1995-2000

2000-2005

Source: Pew Research Center www.pewresearch.org/fact-tank/2015/06/25/u-s-hispanic-population-growth-surge-cools/

Source: Pew Research Center

http://www.pewresearch.org/fact-tank/2015/06/25/u-s-hispanicpopulation-growth-surge-cools/

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2005-2010

Photos Courtesy of

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U.S. Hispanic Fertility Rate CHILDREN) U.S.(NUMBER HispanicOF Fertility Rate (Number of Children)

Research Tip Birth rate is how many live births there were in an area per 1000 of the population in a year. Fertility rate is the average number of children born to each woman over the course of her life.

Title

3.5

3.1 3

CASE STUDY

2.53

2.5

1.94

Copy Here 2

1.5

0.5

1965-1970

2010-2015

2060-2065

Source: Pew Research Center www.pewhispanic.org/2015/09/28/modern-immigration-wave-brings-59-million-to-u-s-driving-population-growth-and-change-through-2065/9-26-2015-1-30-23-pm-2/

Source: Pew Research Center

http://www.pewhispanic.org/2015/09/28/modern-immigration-wave-brings-59-million-to-u-s-driving-population-growth-and-change-through2065/9-26-2015-1-30-23-pm-2/

1990 Hispanic Population

Other Hispanic

2000 Hispanic Population

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6,392,017

5,130,632

3,665,228

4,496,868

Non-Hispanic

Total

2010 Hispanic Population

Source: U.S. Census Bureau www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf www.census.gov/prod/cen2010/cph-1-4.pdf

Source: U.S. Census Bureau http://www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf http://www.census.gov/prod/cen2000/phc-1-4.pdf http://www.census.gov/prod/cen2010/cph-1-4.pdf

3,835,015

192,002

61,808

10,692

Cuban

207,180

2,976,890 Puerto Rican

5,272

2,079

34,787

17,587

8,256

1,657,668

1,065,578

Mexican

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Photos Courtesy of

Hispanic or Latino

616,195

1,895,149

1,295,617

688,338

State of Arizona Hispanic Population State of Arizona Hispanic Population

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ACF Latina Giving Circle PROFILE Executive Leadership Program and formed the circle as a result of her local commitment to serve Latinas. Based on her research, she identified that we were possibly the first Latina Giving Circle in the nation. She also determined that many Latinas not working in formal philanthropic organizations were unfamiliar with the principle of endowment and growing funds to award into perpetuity. This is the cornerstone of the Latina Giving Circle: Share information about philanthropy, engage Latinas at all levels and together, build an endowment to serve Arizona Latino communities forever. Nationwide Latinos represent 17% of the population, but only 1.5% of philanthropic giving is directed toward Latino organizations and only 2.3% of foundation CEOs and presidents are Hispanic as of 2013. Board leadership data is not collected frequently, but the most recent survey in 2009 showed that only 4% of foundation board members were Latino. (Latino Leadership: Foundation Boards, 2015) What does this mean for Arizona Latinos, Latino-led and Latinoserving nonprofits in Arizona? To begin, we can safely assume that we are underrepresented at the philanthropic decisionmaking tables locally and nationwide. There are many outstanding philanthropic organizations that are serving the Latino community in Arizona and some have a very clear understanding of why they should include Latino voices in their grantmaking teams and committees. The Latina Giving Circle (LGC) was created with the vision to bring together women serving in all areas of our community to learn about philanthropy, contribute to a pooled fund and support the organizations and issues that are of key importance to a healthy and vibrant Latino community. The Circle was founded by Belen Gonzalez, Program Director at the Nina Mason Pulliam Charitable Trust. She was participating in the National Hispana Leadership Institute

The Circle has grown and developed to include four areas of grantmaking focus that represent the most urgent needs our members identified for the Latino community. Currently these areas are education, immigration, leadership and health. The Circle invites nonprofit organizations to submit grant requests and the limited funds are awarded based on a consensus-based selection process. The Circle is hosted by the Arizona Community Foundation in their efforts to make philanthropy accessible to all communities in the state. This partnership is vital to our success and key in our ability to accept gifts and grow our endowment. The Latina Giving Circle has built a supportive culture for members and visitors that engages three aspects of growth: personal development, professional development and philanthropic practice. Our members all have varied levels of skills and interest and participate in the meetings and practices that suits their goals and needs. The Circle provides an opportunity for Latinas to meet and deepen relationships with other members as we seek to improve our community together. At periodic intervals, the Circle will meet to learn more about a local business or community issue that could impact our grantmaking and our service to the community outside the LGC. Together we make vital choices to give and to support the Latino community. We believe our LGC work is also critical to develop the future CEOs and Foundation Board leadership that is currently a deficit for many philanthropic organizations. As the Latino community grows, we need to develop a host of local, knowledgeable and engaged leaders that are ready to serve. Through our philanthropic practice and a growing membership, we are able to have a more significant impact than only grant funds can create. We mentor, we share critical input on supporting the Latino community and most importantly we support each other. If you are interested in learning more about how to engage in this work or become a member of the Latina Giving Circle, please visit www.azlatinagivingcircle.org or email Joyce Medina Harper at joyce@doughertyfoundation.com.

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Pima Hispanic Population

Pima County Hispanic Population

Title

338,802

247,578 CASE STUDY Copy Here

163,262

1990

2000

2010

Source: U.S. Census Bureau www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf www.census.gov/prod/cen2010/cph-1-4.pdf

e: U.S. Census Bureau /www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf /www.census.gov/prod/cen2000/phc-1-4.pdf /www.census.gov/prod/cen2010/cph-1-4.pdf

Maricopa Hispanic Population Maricopa County Hispanic Population 1,128,741

763,341

345,498

2000

2010 Photos Courtesy of

1990

Source: U.S. Census Bureau www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf e: U.S. Censuswww.census.gov/prod/cen2010/cph-1-4.pdf Bureauhttp://www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf

//www.census.gov/prod/cen2000/phc-1-4.pdf //www.census.gov/prod/cen2010/cph-1-4.pdf

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CASE STUDY POPULATION CHAPTER CHAPTER 17 Yavapai Hispanic Population

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Yavapai County Hispanic Population

Title

28,728

CASE STUDY 16,376

Copy Here

6,899

1990

2000

2010

Source: U.S. Census Bureau www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf e: U.S. Census www.census.gov/prod/cen2010/cph-1-4.pdf Bureau

/www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf /www.census.gov/prod/cen2000/phc-1-4.pdf /www.census.gov/prod/cen2010/cph-1-4.pdf

Pinal Hispanic Population

Pinal County Hispanic Population 106,977

53,671 34,062

2000

2010 Photos Courtesy of

1990

Source: U.S. Census Bureau www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf e: U.S. Census Bureau www.census.gov/prod/cen2010/cph-1-4.pdf /www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf

/www.census.gov/prod/cen2000/phc-1-4.pdf /www.census.gov/prod/cen2010/cph-1-4.pdf

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Hispanic Population in Phoenix

Hispanic Population In Phoenix*

Title

991,809

CASE STUDY 697,475 Copy Here

197,103

1990

2000

2010

*Area defined as Census County Division

urce: U.S. Census Bureau Source: U.S. Census Bureau p://www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf p://www.census.gov/prod/cen2000/phc-1-4.pdf www.census.gov/prod/cen2010/cph-1-4.pdf p://www.census.gov/prod/cen2010/cph-1-4.pdf

Tucson Hispanic Population Tucson Hispanic Population 296,393 224,061

118,595

2000

2010 Photos Courtesy of

1990

Source: U.S. Census Bureau www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf

ce: U.S. Censuswww.census.gov/prod/cen2000/phc-1-4.pdf Bureau www.census.gov/prod/cen2010/cph-1-4.pdf //www2.census.gov/library/publications/decennial/1990/cp-1/cp-1-4.pdf //www.census.gov/prod/cen2000/phc-1-4.pdf //www.census.gov/prod/cen2010/cph-1-4.pdf

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Arizona MARKET SNAPSHOT The Arizona Hispanic population continues to represent a substantial portion of the local population, accounting for close to one-third of Arizona residents. The 2015 statewide Hispanic population exceeds 2 million individuals.

Title

Arizona Hispanics are primarily of Mexican ancestry. A total of 52% of all Hispanics may be considered bicultural or less acculturated. Arizona Market Snapshot

CASE STUDY

Aggregate household expenditures among Hispanic (allportion consumer products and categories) exceeds $25 billion The Arizona Hispanic population continueshouseholds to represent a substantial of the local population, accounting for close to one-third of Arizona residents. The 2015 statewide Hispanic population exceeds 2 million individuals. annually, 19% of total. Arizona Hispanics are primarily of Mexican ancestry. 52% of all Hispanics may be considered bicultural or less acculturated. Aggregate household expenditures among Hispanic households (all consumer products and categories) exceeds $25 billion annually, 19% of total.

% OF POPULATION

POPULATION Copy Here

HISPANICS REPRESENT THE SECOND-LARGEST

2015 POPULATION

Hispanics Represent the second-largest population group in the POPULATION GROUP IN THE STATE AT CLOSE state at close to one-third of total.

TO ONE-THIRD OF TOTAL.

POPULATION % OF 2015 POPULATION POPULATION

Total

100%

Hispanic

31%

6,796,459

2,136,185 3,757,632

55%4%

280,390 3,757,632

Black NonHispanic

Black Non-Hispanic

Asian NonHispanic

215,412 280,390

Asian Non-Hispanic

American Indian NonHispanic

259,226

4% 3%

4% 2%

Hispanic White Non-Hispanic Black Non-Hispanic Asian Non-Hispanic American Indian Non-Hispanic

147,614

259,226

Other Non-Hispanic

55%

147,614

**Carmen This is pg. 160 DATOSAZ14;

2,500,000 2,500,000

6% 2%

Population

31%

215,412

**Carmen This is pg. **Carmen This is pg.Other Non2% American IndianDATOSAZ14 Non-Hispanic Hispanic 4% 160 DATOSAZ14 160

Other Non-Hispanic

3% 4%

2,136,185

31%55%

White NonHispanic

White Non-Hispanic

6,796,459

2,000,000 2,000,000 1,500,000 1,500,000 1,000,000 1,000,000 500,000

500,000

92%

2000 2010 2015 2020 2000 2010 2015 2020 Hispanic 1,895,149 1,895,149 2,136,185 2,136,185 2,372,777 1 out2,372,777 of 4 Hispanics in Arizona are Bicultural, Hispanic 1,295,317 1,295,317 Black Non-Hispanic 146,183 239,101 280,390 321,361 ranked as HA3 of the HispanicityTM segments. Black 146,183 239,101 280,390 321,361 **Carmen This is Non-Hispanic pg. Asian Non-Hispanic However,261,133 27% of the Hispanic population fall into the 88,856 170,509 215,412 261,133 Asian Non-Hispanic 88,856 170,509 215,412

160 DATOSAZ14

Puerto Rican All OtherAll Other TM segments. Mexican Puerto HA4 andMexican HA5 Hispancity 1 out of 4 Hispanics in ArizonaRican are Bicultural,

ranked as HA3 of the HispanicityTM segments. However, 27% of the Hispanic population fall into the segments. HA4 and HA5 in Hispancity 1 out of 4 Hispanics ArizonaTMare bicultural, ranked as HA3

**Carmen This is pg. 160 DATOSAZ14

PROJECTED PERCENT CHANGE 2015 V. 2020 Projected Percent Change 2015 v. 2020

of the Hispanicity™ segments. However, 27% of the Hispanic population and HA5 HispancityTM segments. 13% fall into the HA419%

21%Percent Change 2015 v. 2020 Projected 21%

11%

15% 11%

6% 1% Total Population

Hispanic Population

14%

Hispanicity TM

6% 1%

-1%

White NonBlack NonAsian NonAmerican Other NonHispanic TotalHispanic Indian NonHispanicHispanic White NonBlack Non- Hispanic Asian NonPopulation Population Hispanic Hispanic Hispanic Hispanic

19%

13%

14%

-1% American Indian NonHispanic

29%

25% HA1

Other NonHispanic

29%

25%

HA2

HA3

HA1

HA4 HA2

HA5

HA3

HA4

HA5

Hispanicity: See next page for HA1-HA5 definitions.

Source: Geoscape American Marketscape DataStream™ Series 2015 Source: Geoscape American Marketscape DataStream™ Series 2015

DATO S

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15%

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Arizona HISPANICITY HA1: Americanizado

HISPANIC POPULATION %

Title BY ZIP CODE

• English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation

CASE STUDY

The Density Of The Hispanic Population Is Demonstrated For The State Of Arizona By Zip Code.

• Few Hispanic cultural Copy Here practices HA2: Nueva Latina • English preferred (some Spanish) • Born in U.S.; 2nd generation • Some Hispanic cultural practices • often “retro-acculturate” HA3: Bicultural • Bilingual (equal or nearly) • Immigrant as child or young adult • Many Hispanic cultural practices

HA4 AND HA5 HISPANICITY™ SEGMENTS BY ZIP CODE

HA4: Hispano • Spanish preferred

The Map Shows The Prevalent Hispanicity™ Segments For Zip Codes In Arizona.

(some English) • Immigrant as adult, • In U.S. 10+ years • Pre-dominant Hispanic cultural practices HA5: Latinoamericana • Spanish dominant (nearly no English) • Recent immigrant as adult (less than 10 years ago) • Primarily Hispanic • Identify with home country more so than U.S.

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015

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cultural practices

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Phoenix MARKET SNAPSHOT The population in the Phoenix metropolitan area has a strong Hispanic influence accounting for one out of every three residents for a total of close to 1.4 million individuals. Roughly 29% of the 1.4 million Hispanics in Phoenix area fall into Phoenix, AZ the HA4 and HA5 Hispanicity™ segments, accounting for more than 400,000 individuals. Approximately $17.2 billion is Market Snapshot The population in the Phoenix metropolitan has a strongaccounting Hispanic influence for one spent by Hispanics on household expenditures (all consumer products andarea categories), for a accounting total of 18% of out total of every three residents for a total of close to 1.4 million individuals. Roughly 29% of the 1.4 million household expenditures. TM Hispanics in Phoenix are fall into the HA4 and HA5 Hispanicity segments accounting for more than

Title

CASE STUDY

400,000 individuals. Approximately $17.2 billion is spent by Hispanic s on household expenditures (all consumer products and categories), accounting for a total of 18% of total household expenditures. HISPANICS REPRESENT THE SECOND-LARGEST

% OF POPULATION

2015 POPULATION

Total

**Carmen This is pg. 162 DATOSAZ14 100% 4,471,779

Hispanic

31%

1,389,987

POPULATION Copy Here

White Non-Hispanic

56%

POPULATION

Black Non-Hispanic Asian Non-Hispanic **Carmen This is pg.

**Carmen This is pg. 162 DATOSAZ14 American Indian Non-Hispanic 162 DATOSAZ14

Other Non-Hispanic

Hispanic

31%

230,244 1,389,987

White NonHispanic

56%

2,500,712

Hispanic White Non-Hispanic

4,471,779

Black Non-Hispanic

172,384 230,244

Asian NonHispanic

172,384 76,254

American Indian Non-Hispanic

76,254

Other NonHispanic

102,198 102,198

Asian Non-Hispanic American Indian Non-Hispanic Other Non-Hispanic

56%

2% 7%

91% 91%

2000 2010 2015 2020 2000 2010 2015 2020 Hispanic 817,021 1,235,718 1,235,718 1,389,987 1,389,9871,543,188 1,543,188 Hispanic 817,021 Black Non-Hispanic 113,185 113,185 193,497 193,497 230,244 230,244 267,065 267,065 Black Non-Hispanic Asian Non-Hispanic 65,557 65,557 134,415 172,384 172,384 Over211,310 half211,310 of Hispanics in the Phoenix metropolitan Asian Non-Hispanic 134,415

Over half of HispanicsPuerto in the Phoenix metropolitan Mexican Rican All Other Hispanic TM Segments Mexican Puerto Rican All Other Hispanic area fall into the H3 to HA5 Hispanicty area fall into the H3 to HA5 HispanictyTM Segments

**Carmen This is pg. **Carmen This is pg. 162 DATOSAZ14 162 DATOSAZ14

PROJECTED PERCENT CHANGE 2015 V. 2020 Projected Percent Change 2015 v. 2020

Over half of Hispanics in the Phoenix metropolitan area fall into the H3 to HA5 Hispanicty™ Segments.

Projected Percent Change 2015 v. 2020 23% 23% 16%

11% 6%

15% 19%

19%

16%

14%

11%

10%

14% 10%

Hispanicity TM Hispanicity TM

Total

15%

Hispanic

White TotalNonHispanic

-1%

28%

-1%

25%

Black Non- White AsianNonNon- Black American Other Non- American Hispanic NonAsian NonHispanic Hispanic Indian Non- Hispanic Hispanic Indian NonHispanic Hispanic Hispanic Hispanic

888.211.9353 | E.P.geoscape@geoscape.com | URL. www.geoscape.com P.P. 888.211.9353 | E. geoscape@geoscape.com || URL. www.geoscape.com 888.211.9353 E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American American Marketscape DataStream™ SeriesMarketscape 2015 Source: Geoscape American DataStream™ Series 2015 Source: Geoscape Marketscape DataStream™ Series 2015

Other NonHispanic

HA1

28%

25% HA2

HA3 HA1 HA4 HA2 HA5 HA3

HA4

HA5

Hispanicity: See next page for HA1-HA5 definitions.

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Population Population

1,800,000 1,800,000 1,600,000 1,600,000 1,400,000 1,400,000 1,200,000 1,200,000 1,000,000 1,000,000 800,000 800,000 600,000 600,000 400,000 400,000 200,000 200,000 -

31%

POPULATION

100%

Hispanic

4% 2% 2%

2,500,712 2015

% OF POPULATION

Total

4% Black Non-

POPULATION GROUP IN THE PHOENIX METROPOLITAN

Hispanics represent the second-largest population AREA AT CLOSE TO ONE-THIRD OF TOTAL group in the Phoenix metropolitan area at close to one-third of total.

T H E

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Phoenix HISPANICITY HA1: Americanizado • English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation

HISPANIC POPULATION %

Title ZIP CODES BY CARRIER ROUTE CASE STUDY

Over 40% Of The Hispanic Population Is Concentrated Just Southwest Of The Phoenix Metro Area.

HA4 AND HA5 HISPANICITY ™ SEGMENTS ZIP CODES BY CARRIER ROUTE

HA4: Hispano

This Map Illustrates Zip Codes In Phoenix By The Postal Carrier Routes With The Largest Percentages Of HA4 And HA5 Hispanics.

• Spanish preferred (some English) • Immigrant as adult, • In U.S. 10+ years • Pre-dominant Hispanic cultural practices HA5: Latinoamericana • Spanish dominant (nearly no English) • Recent immigrant as adult (less than 10 years ago) • Primarily Hispanic

more so than U.S.

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015

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cultural practices • Identify with home country

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Tucson, AZ MARKET SNAPSHOT The Hispanic population in Tucson continues to represent a substantial portion of the local population, accounting for more than 37% of Tucson residents. More than 300,000 Hispanics that has **Carmen This iscall pg. Tucson home and it is a figure Tucson, AZ been increasing and expected to continue to grow in the next five years. The Tucson Hispanic population is primarily Bicultural, 164 DATOSAZ14 Marketaccounting Snapshot for 1 out of 3 individuals. However, over 20% of the Hispanic population in the Tucson metropolitan area falls into the HA4 and HA5 Hispanicity™ segments. Aggregate household expenditures (all consumer productsTheand Tucson households exceeds $4.7 billion with accounting for Hispaniccategories) population in Tucsonamong continues to represent a substantial portion of the local population, accounting for than 37%annually, of Tucson residents. More Hispanics than 300,000 Hispanics call Tucson home and it is a figure that has been increasing and expected to continue to grow in the next 5 years. The Tucson Hispanic population is primarily Bi-cultural accounting for 1 out of 3 individuals. However, over 20% more than one out of every five dollars spent. of the Hispanic population in the Tucson metropolitan area falls into the HA4 and HA5 Hispanicity segments. Aggregate household expenditures (all consumer products and categories) among Tucson

Title

CASE STUDY HISPANICS REPRESENT THE SECOND-LARGEST POPULATION TM

households exceeds $4.7 billion annually, with Hispanics accounting for more than 1 out of every 5 dollars spent.

POPULATION

% OF POPULATION

2015 POPULATION

100%

1,039,345

Copy Here

Total

POPULATION

Hispanic

Total

% OF POPULATION

37% 100%

Hispanic

White Non-Hispanic

37%

**Carmen This is pg. Asian Non-Hispanic 164 DATOSAZ14

American Indian Non-Hispanic **Carmen This is pg.

2015 POPULATION

383,508 1,039,345

3% Asian Non-Hispanic 3%

34,704 29,093

American Indian Non-Hispanic

23,036 29,093

Other Non-Hispanic

22,266

164 DATOSAZ14 Other Non-Hispanic

2% 2% 37% Hispanic

546,738 546,738

Black Non-Hispanic

383,508

53% 53%

White Non-Hispanic

Black Non-Hispanic

Hispanics represent the second-largest population

group in the Tucson metropolitan. GROUP IN THE TUCSON METROPOLITAN

White Non-Hispanic

34,704

Black Non-Hispanic Asian Non-Hispanic Amercain Indian Non-Hispanic

23,036

Other Non-Hispanic

53%

22,266

1% 4%

500,000 450,000

Population

400,000

Population

350,000 300,000

1% 4% 500,000 450,000 400,000 350,000

250,000

300,000

200,000

250,000

150,000 100,000 50,000 -

200,000 150,000 100,000

95%

50,000

2000-

2010

**Carmen This is pg. Hispanic 247,577 Hispanic 164 DATOSAZ14 Black Non-Hispanic

2015

2010

338,802

24,045 Black Non-Hispanic

Asian Non-Hispanic 16,595 Asian Non-Hispanic

95%

2020

2015 1 out of 2020 3 of Hispanics in the Tucson metropolitan area 383,508 428,975 338,802 383,508 428,975 fall into the HA3 HispanictyTM Segment. However, 1 out

2000

247,577

31,075 24,045

34,704 31,075

24,592 16,595

29,093 24,592

38,179 38,179 34,704

of 5 Hispanics fall into the HA4 to HA5 unacculturated Mexican Puerto Rican other Hispanic Mexican Puerto RicanAllAll other Hispanic segments.

33,521 33,521 29,093

**Carmen This is pg. 164 DATOSAZ14

1 out of 3 of Hispanics in the Tucson metropolitan area fall into the HA3 HispanictyTM Segment. However, 1 out of 5 out Hispanics into the HA4 to HA5 unacculturated One of threefallHispanics in the Tucson metropolitan area fall segments. into the HA38% Hispanicty™ Segment. However, one out of five

Projected Percent Change 20152015 v. 2020 PROJECTED PERCENT CHANGE V. 2020

Hispanics fall into the HA4 to18% HA5 unacculturated segments.

15% Projected Percent Change 2015 v. 2020 12%

10%

15%

Hispanicity TM

10%

TM Hispanicity 32%

-4% 1%

18%

15%

12%

15%

27%

-4%

32%

Hispanic

White NonHispanic

Total

Black NonHispanic

Hispanic

Asian NonHispanic

American Other NonIndian NonHispanic Hispanic White NonBlack NonAsian NonAmerican Hispanic

Hispanic

HA1

Indian NonHispanic

Other NonHispanic

HA2

HA3 HA1

HA4 HA2

HA3

HA5 HA4

HA5

Hispanicity: See next page for HA1-HA5 definitions.

Source: Geoscape American Marketscape DataStream™ Series 2015 Source: Geoscape American Marketscape DataStream™ Series 2015

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27% Total

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Tucson, AZ HISPANICITY HA1: Americanizado

HISPANIC POPULATION % ZIP CODES BY CARRIER ROUTES

Title

• English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation

CASE STUDY

Most Of The Zip Codes In The Tucson Metro Area Have A Total Population That Is Over 30% Hispanic.

HA4 AND HA5 HISPANICITY™ SEGMENTS ZIP CODES BY CARRIER ROUTE

HA4: Hispano

The Map Indicates That There Is A Large Concentration Of HA4 And HA5 Hispanics At The Center Of The Tucson Metro.

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015

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Flagstaff, AZ MARKET SNAPSHOT

Title

The population in Flagstaff has a modest Hispanic influence, accounting for 15% of the metro’s 140,000 residents and is second fastest-growing population behind Asians. Over half of the Hispanic population in the Flagstaff metropolitan area Flagstaff,for AZ just over 10,000 residents. Hispanics are acculturated, falling into the HA1 and HA2 Hispanicity™ segments that account Market Snapshot The population in Flagstaff has a modest Hispanic influence, accounting for 15% of the residents and is second growing population in Flagstaff spend more than $240 millionbehind onAsians. household expenditures, accountingmetro’s for140,000 roughly 10% offast total household Over half of the Hispanic population in the Flagstaff metropolitan area are acculturated falling into the HA1 and HA2 Hispanicity segments accounting for just over 10,000 residents. Hispanics in Flagstaff spend more than $240 million on household expenditures accounting for roughly spending. 10% of total household spending. TM

CASE STUDY HISPANICS REPRESENT THE THIRD-LARGEST POPULATION Hispanics represent the third-largest population

% OF**Carmen This is2015 pg. 166 DATOSAZ14 POPULATION POPULATION

POPULATION Copy Total Here

100%

143,710

Hispanic

15%

21,834

White Non-Hispanic

54%

78,296

Black Non-Hispanic

POPULATION

Asian Non-Hispanic

Hispanic White Non-Hispanic

Total

100%

143,710

Hispanic

15%

1,581

White NonHispanic

54%

78,296

Black NonHispanic

1,581

Asian NonHispanic

American Indian Non-Hispanic

25%

Other NonHispanic

15%

25%

2015 POPULATION

25%

**Carmen This is pg. 166 DATOSAZ14 Other 166 Non-Hispanic DATOSAZ14

% OF POPULATION

American IndianThis Non-Hispanic **Carmen is pg.

in theFLAGSTAFF Flagstaff metropolitan area. GROUPgroup IN THE METROPOLITAN AREA

Black Non-Hispanic

21,834

2,283

Asian Non-Hispanic American Indian Non-Hispanic Other Non-Hispanic

2,283

36,094 36,094

54%

3,622

30,000

1% 5%

30,000

Population Population

25,000

20,000 20,000 15,000 15,000 10,000 10,000 5,000 5,000

HispanicThis is pg. **Carmen Black Non-Hispanic Black Non-Hispanic 166 Asian DATOSAZ14 Non-Hispanic Asian Non-Hispanic

2000

2010

2015

12,728

18,166

21,834

2000

12,728

2010

18,166

1,150

1,495

1,581

895

1,787

2,283

1,150 895

2015

21,834

1,495 1,787

**Carmen This is pg. 166 DATOSAZ14

1,581 2,283

2020 26,279 1,716

93% 93% Close to 50% of Hispanics in the Flagstaff metropolitan area fall into the HA1 and TM Segment. HA2Puerto Hispanicty . Hispanic Mexican Rican All other ClosePuerto to 50% ofRican HispanicsAll in the Flagstaff Mexican other Hispanic

2020 26,279

2,857

1,716 2,857

metropolitan area fall into the HA1 and HA2 HispanictyTM Segment..

Close to 50% of Hispanics in the Flagstaff metropolitan area 9%the HA1 and HA2 Hispanicty™ Segment. fall into

Projected Percent Change 2015 v. 2020 PROJECTED PERCENT CHANGE 2015 V. 2020 Projected Percent Change 2015 v. 2020

25%

20% 20%

8% 9% 9%

Hispanic

Total

White NonHispanic

Hispanic

Black NonHispanic

White Non-

Asian NonHispanic Hispanic

23%

15%

Hispanicity TM

Black Non-

American Hispanic Indian NonHispanic

23%

12%

15%

2% Total

12%

2% Asian NonAmerican Other Non-Indian NonHispanic Hispanic Hispanic

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015

31% Other Non-

26%

Hispanic

HA1

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015

26%

31%

HA2

HA1

HA2

HA3

HA4

HA5

Hispanicity: See next page for HA1-HA5 definitions.

Source: Geoscape American Marketscape DataStream™ Series 2015

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Hispanic

T H E SECTION II I

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CHAPTER 17 CHAPTER

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Flagstaff, AZ HISPANICITY HA1: Americanizado

HISPANIC POPULATION % ZIP CODES BY CARRIER ROUTE

Title

• English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation

CASE STUDY

The Zip Codes With The Largest Percentage Of Hispanics Are Just Northwest Of The Flagstaff Metropolitan Area.

HA4 AND HA5 HISPANICITY™ SEGMENTS ZIP CODES BY CARRIER ROUTE

HA4: Hispano

This Map Shows Zip Codes In The Metro Area By Postal Carrier Routes With The Largest Percentages Of HA4 And HA5 Hispanics.

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T H E

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Yuma, AZ MARKET SNAPSHOT Roughly six out of 10 residents in the Yuma Metropolitan area are Hispanic, accounting for over 130,000 individuals. The Hispanic population is projected to increase by over 14,000 individuals or 11% by 2020. Yuma Hispanics are primarily of Mexican ancestry. One out of three Hispanics in the Yuma metropolitan area fall into the HA4 and HA5 Hispanicity™ Yuma, AZamong Yuma’s Hispanics exceeds $1.3 segments. Aggregate household expenditures (all consumer products and categories) Market Snapshot Roughly 6 out of 10 residents in the Yuma Metropolitan area are Hispanic presence, accounting for over 130,000 individuals. The Hispanic population is projected to increase billion annually, or 45% of total households. by over 14,000 individuals or 11% by 2020. Yuma Hispanics are primarily of Mexican ancestry. 1 out of 3 Hispanics in the Yuma metropolitan area fall into the HA4 and HA5

Title

CASE STUDY HISPANICS REPRESENT THE LARGEST POPULATION

HispanicityTM segments. Aggregate household expenditures (all consumer products and categories) among Yuma’s Hispanics exceeds $1.3 billion annually, or 45% of total households.

% OF 2015 **Carmen ThisPOPULATION is pg. POPULATION

POPULATION

GROUP IN THE YUMA METROPOLITAN AREA

168 DATOSAZ14

Copy Total Here

100%

207,527

Hispanic

63%

131,256

White Non-Hispanic

32%

Black Non-Hispanic

2% Total

65,915

POPULATION

Hispanic

Asian Non-Hispanic **Carmen This is pg. 168 DATOSAZ14

White Non1% Hispanic

% OF POPULATION 100%

3,154 207,527

63%

131,256

65,915 2,428

Black NonHispanic

3,154

Asian NonHispanic

1,862 2,428

American Indian 1% 1% Non-Hispanic

1,862 2,912

Other NonHispanic

1% 1%

Hispanic

32%

White Non-Hispanic

2015 POPULATION

32%

American Indian **Carmen Non-HispanicThis is pg. 1% 168 DATOSAZ14 Other Non-Hispanic

Black Non-Hispanic Asian Non-Hispanic American Indian Non-Hispanic Other Non-Hispanic

63%

2,912

160,000

60,000

40,000

20,000

100,000

80,000

Hispanic

80,000

2000 Hispanic

80,774 Black Non-Hispanic

97% 97%

2000

2010

2015

2020

80,774

116,912

131,256

145,377

3,169 1,362

3,154 2,041

3,088 2,428

2,805

2010

**Carmen This is pg.Asian Non-Hispanic Black Non-Hispanic 3,136 168 DATOSAZ14 Asian Non-Hispanic 1,362

2015

116,912 3,136

2020

131,256 3,169

2,041

145,377 3,088 3,154

2,428

**Carmen This is pg. 168 DATOSAZ14

2,805

Close to 30% of Hispanics in Rican the YumaAll other Hispanic Mexican Puerto metropolitan area fall Puerto into the HA4 and HA5 Mexican Rican All other Hispanic TM Hispanicty CloseSegment. to 30% of Hispanics in the Yuma metropolitan area fall into the HA4 and HA5 HispanictyTM Segment.

Projected Percent Change 2015 v. 2020

PROJECTED PERCENT CHANGE 2015 V. 2020

Close to 30% of Hispanics in the Yuma metropolitan area fall into the HA4 and HA5 Hispanicty™ Segment. 16% 15%

Projected Percent Change 2015 v. 2020

16%

11% 5%

Hispanic

Hispanicity TM

16%

-2% -6%

15%

11%

Total

140,000 120,000

100,000

160,000

Population

120,000

-2% -6%

-8%

Hispanic Black Non- Other AsianNonNonWhite Non-TotalBlack NonAsianWhite Non-Non- American Hispanic Indian Hispanic Hispanic Hispanic Hispanic Hispanic NonHispanic Hispanic

26% -8%

American Indian NonHispanic

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com

Hispanicity TM

16%

Other NonHispanic

HA1

27%

26%

HA2

HA1 HA3

HA2 HA4

HA3 HA5 HA4

HA5

Hispanicity: See next page for HA1-HA5 definitions.

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015 Source: Geoscape DataStream™ Series 2015 Source: Geoscape AmericanAmerican MarketscapeMarketscape DataStream™ Series 2015

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Population

140,000

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Yuma, AZ

HISPANIC POPULATION % Title ZIP CODES BY CARRIER ROUTE

HISPANICITY HA1: Americanizado • English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation

CASE STUDY

Most Of The Zip Codes In The Yuma Metro Area Have Total Populations That Are Over 47% Hispanic.

HA4 AND HA5 HISPANICITY™ SEGMENTS ZIP CODES BY CARRIER ROUTE

HA4: Hispano

This Map Shows The Zip Codes In The Metro Area By The Postal Carrier Route With The Largest Percentage Of HA4 And HA5 Hispanics.

more so than U.S.

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015

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cultural practices • Identify with home country

Great leaders inspire our communities

In every community, there are people who can inspire others to work for positive change. True leaders know how to forge a consensus and create a lasting legacy of success. Arizona Hispanic Chamber of Commerce, it's an honor to recognize you.

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Aurelio Herrera PRO FORMER AZHCC INTERN ALWAYS CONSIDERS ‘BIG PICTURE’ FILE By JAMES GARCIA & PAUL PADILLA

Aurelio Herrera knows what it means to consider the bigger picture in life. “My father didn’t go to college, nor my mother,” said Herrera. “I had the opportunity to break the cycle.” A recent graduate of Arizona State University, Herrera is already working hard to ensure that future generations are provided with better opportunities. It’s always been a part of his world view: the idea that you have to take chances to improve your life. He was born in Las Vegas, but moved to Mexico with his mother when he was 5, after his parents were divorced. He spent five years in Mexico—long enough to appreciate Mexican culture and the Spanish language. At the age of 10, Herrera moved back to Las Vegas to reconnect with his family. His transition back to the United States was not easy, in part because he had to relearn English. He quickly adjusted to life in the United States. Herrera says he always knew he wanted to attend college. At an early age, he remembers telling himself and others that he was going to pursue higher education. True to his word, he began his career at University of Nevada Las Vegas and later earned an Associate’s degree at the College of Southern Nevada. He was leaning toward continuing his education in Las Vegas, but an academic advisor asked, “Why are you going with the easiest options?” This was a pivotal moment in his life. After speaking with his adviser, Herrera, who was interested in business, went home and researched universities out of state. Herrera discovered ASU’s W.P. Carey School of Business, one of the top 50 business schools in the country, and decided to make the leap (even though it meant leaving behind the most important things in his life: his family and friends). At ASU, Herrera faced other challenges, including being a first-generation college student and coming from a family that did not understand the collegiate education system. Rather than allow it to discourage him, Herrera opted to face the challenges with optimism, realizing, “A lot of us are going through this now, so our future generation is more prepared.”

Aurelio Herrera

In other words, he considered the bigger picture. As a Mexican-American at ASU, Herrera admits he did not always feel at ease. He recalled being the only Hispanic in some classes. He also noted that there were far fewer Latinos at the university than at the community college he attended. Herrera said these challenges inspired him to work harder, and leading him to study abroad in Venice for a semester and graduate summa cum laude with a 3.86 GPA. Today, Herrera is participating in the executive training program at Macy’s. The 20-month program offers participants the opportunity for hands-on managerial experience, in addition to designing a creative project. Long-term, Herrera hopes grow his career at Macy’s. He also wants to earn his MBA, at either Stanford, Berkeley or UCLA. Herrera attributes his preparation for the corporate world in part to his work at the Arizona Hispanic Chamber of Commerce, where he served as a paid research intern for the organization’s DATOS: The State of Arizona’s Hispanic Market report about the state’s Hispanic market. Working on DATOS, Herrera said he learned to “become comfortable with the uncomfortable.” He now uses this approach to everything he tackles in his professional career. To students who come from a similar background, Herrera has a few words of wisdom. First, students need to know why they are in college. Second, in times of struggle, remind yourself why you are there in the first place.

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Fleischer FLEISCHER SCHOLARS PROGRAM TEACHES BUSINESS RIGOR For the past six years, the W. P. Carey School of Business at Arizona State University has offered an opportunity for high school students to experience college life and what it’s really like to attend one of the top business schools in the nation free of charge for one week. The annual Fleischer Scholars Program at the W. P. Carey School is open to select minority and economically disadvantaged students from across Arizona. The program seeks to inspire a path of learning for youths who otherwise may lack the necessary resources and support needed to succeed but are eager to fulfill their potential. Working outside the traditional classroom model, the sessions actively engage students in projects that include developing business ideas, learning business etiquette, creating a business model and taking part in a final mock business presentation and competition, where they will pitch their business ideas to W. P. Carey faculty. “The transition to a rigorous business college can be an adjustment for students. The Fleischer Scholars Program is specifically designed to help those who might not otherwise be exposed to college to live on campus and get a sense of what it is like,” says Amy Hillman, dean of the W. P. Carey School, which has an undergraduate business program ranked in the Top 30 in the nation by U.S. News & World Report. All of the program costs have been donated by local entrepreneur Morton Fleischer and his wife, ASU graduate Donna Fleischer. They hope to educate young people about the boundless opportunities and achievements that the United States and freedom provide, so students can add to the impressive legacy of American entrepreneurs. The perennial Fleischer Scholars Program started in the 2010 and today hosts about 50 high school rising seniors each summer. To date, there have been 10 Fleischer Scholars programs with a total of 238 participants. Approximately 46% of the total participants have identified themselves as Hispanic/Latino (see Figure A).

The program has seen much success in helping Hispanic students transition to college at ASU. Figure B shows the number of Hispanic students who have applied, been admitted, enrolled and even graduated from ASU with a degree. Hispanic/Latino Progress to ASU HISPANIC/LATINO PROGRESS TO ASU 80

76 Applied to to ASU ASU Applied Admit to ASU Admitted to ASU Enrolled at at ASU ASU Enrolled

Graduated from ASU

7 Applied to to ASU ASU Applied

Admit totoASU Admitted ASU

Enrolled at at ASU ASU Enrolled

Figure B: Number of Hispanic/Latino students who made admissions progress at ASU, 2010-2016

The goal when starting this program was to seek out capable, smart students who might not have the access to college readiness programs. Figure C shows the high school GPAs of the Hispanic Fleischer scholars for the last three years (2014-2016). As shown, 76% of the students have above a 3.0 GPA. However, Figure D shows the majority of these students’ household incomes are under $50,000/ year, with almost half of the Hispanic students declaring less than $25,000 in income per year. Figure E also shows that 80% of the Hispanic scholars are the first in the family to be seeking college. AVERAGE SCHOOL AverageHIGH High School GPAGPA

FLEISCHER ETHNICITY 2010-2016 Fleischer Ethnicity 2010-2016 15%

3% 8%

23 20

African American American Indian Asian Black or African American

Hispanic/Latino

Graduated from ASU ASU Graduated from

Other

Two or More Races Unknown White or Caucasian

46% Figure A: Percentage of ethnicities as declared by students, 2010-2016

0-1.99

2.00-2.49

2.50-2.99

3.00-3.49

3.50-4.00

Figure C: Average high school GPA for 2014-2016 Hispanic and/or Latino Fleischer Scholars

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FLEISCHER

Annual Family Income ANNUAL FAMILY INCOME 3

$100,001 +

$75,001- $100,000

2 8

$50,001- $75,000

$25,001- $50,000

$0- $25,000

Figure D: Average high school GPA for 2014-2016 Hispanic and/or Latino Fleischer Scholars

Parental Education PARENTAL EDUCATION Mentors and Scholars, 2014 (l-r): Indigo Coady, mentor; Samuel De La Ossa, scholar; Martina Hercel, mentor

20% First Gen Not First Gen

80%

Figure E: Parental Education Information for 2014-2016 Hispanic and/or Latino Fleischer Scholars

“The Fleischer Scholars Program has given me an incredible amount of opportunity. Most importantly, I was able to meet W. P. Carey staff throughout the program and stay in touch with my mentors, who now help me as a student within the W. P. Carey School of Business,” says Samuel De La Ossa, a former Fleischer Scholar and current ASU student who identifies as Hispanic. “This program is important because it provides high school students with the resources to prepare them to attend college and allows them to meet students and mentors who already have that experience.”

Team of Scholars, 2016 (l-r): Claudia Sanson, Innessa Gastelum, Armando Zires, Omar Villalpando

The application for the Fleischer Scholars Program will be available each fall. Information about all W. P Carey School summer programs, including a video and the application link can be found at wpcarey.asu.edu/fleischer. Photos Courtesy of Fleischer Group

W. P. CAREY SCHOOL OF BUSINESS

The W. P. Carey School of Business at Arizona State University is one of the top-ranked business schools in the World. The school is internationally regarded for its research productivity and its distinguished faculty members, including a Nobel Prize winner. Students come from over 110 countries and include over 55 National Merit Scholars. For more information, please visit wpcarey.asu.edu. Fleischer Group 2015

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U.S. Public And Secondary Enrollment

U.S. Public and Secondary Enrollment (INThousands) THOUSANDS) (In

Title

CASE STUDY 29,241

28,873

25,930

Copy Here

24,088

15,062 11,442 8,099 7,733

7,851 6,705

7,918

1997

2,992

2,467

1,949

1,796 2000

White

7,816

2010

Black

Hispanic

2020

Asian/Pacific Islander

Source: Projections of Education Statistics to 2022 http://nces.ed.gov/pubs2014/2014051.pdf

U.S. Post Secondary Degree Granting Institutions Enrollment

(In thousands)

(IN THOUSANDS)

POST SECONDARY

13,249

12,931 10,463

1,551 1,218

859

1,730 1,462

1997

White

1,400

1,303

978

2000

Black

3,817 3,624

3,088 2,786

2010

Hispanic

2020

Asian/Pacific Islander

Source: Projections of Education Statistics to 2022 http://nces.ed.gov/pubs2014/2014051.pdf

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10,266

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P-12 Enrollment Trend byTrend Race/Ethnicity P-12 Enrollment By Race/Ethnicity

Title

(In Percentage)

(IN PERCENTAGE) 51.3

CASE STUDY

2.8

44.7

44.4

35.3

Copy Here

2.1

41.1

2.8

Asian

4.7

5.6

5.2

Black

6.5

5.5

4.7

American Indian

2002

40.1

2008

Hispanic

White

2014

Source :Milem, J.F., Salazar, K., and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation

Source: Milem, J.F., Salazar, K. and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation Continues. Continues. Phoenix: Arizona Minority Phoenix: Arizona Minority Education Policy Analysis Center. Education Policy Analysis Center.

P-12 Enrollment Trend P-12 EnrollmentBy Trend By Minority Minority Status Status (In Percentage) (IN PERCENTAGE) 59.9

55.3

51.3

48.7

44.7

2002

40.1

2008

White

2014

Total Minority sixth edition

2016 Source: Milem, J.F., Salazar, K. and Bryan, Arizona Minority Student Progress Report 2016: The Transformation Source :Milem, J.F., Salazar, K.,W.P. and(2016). Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation Continues. Phoenix: Arizona Minority Education Policy Analysis Center. Continues. Phoenix: Arizona Minority Education Policy Analysis Center.

The Transformation Continues

Milem Salazar Bryan

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West Valley Will Be Home To Catholic Diocese Of Phoenix’s Newest High School PROFILE A new Catholic high school scheduled to be built in the West Valley is aimed at filling a gap for faith-based education that adheres to high academic standards—and it will all happen in the heart of the West Valley’s Latino community.

“Faith and reason will be an integral part of our education” at the school, said Chavira. “You can take any subject and discuss how the creator is involved The Phoenix Diocese has 28 Catholic elementary schools, six high schools and 28 preschools in the region, according to the diocese. About 14,500 students attend the diocese’s schools. Chavira said 99 percent of the students who attend diocesan schools graduate from high school and almost as many go to college.

"To build a Catholic high school in the Far West Valley, the most rapidly growing area of our state, is a clear statement about the importance of young Catholics in the Church’s life and mission today,” said Bishop Thomas J. Olmsted. The school will be called St. John Paul II Catholic High School and led by Sister Mary Jordan Hoover, who moved to the Valley from Arlington, Virginia. Bishop Olmsted announced earlier this year that the Dominican Sisters of St. Cecilia will establish a community in Phoenix. “We are blessed to have their contributions to the mission of the Church at St. John Paul II Catholic High School and the surrounding communities,” Olmsted said. The school breaks ground in 2017 and it will open with about 200 students and expand to over 500 students in a few years. The new school will be built near the intersection of St. Thomas Aquinas Parish at Thomas Road and Litchfield Road in Avondale. “Sister Jordan will shape the vision for the school,” said Dr. Maria Romo Chavira, Chancellor of the Catholic Diocese of Phoenix. “She wants to be involved from the ground up.” According to Chavira, Jordan has even been working with the project’s architects to design the facility. She added that the first phase of construction is expected to cost about $16 million. The money will come from a five-year fundraising campaign.

A yearlong feasibility study and community support confirmed the need for a new Catholic high school in the region, said Chavira. Two nearby Catholic schools, St. John Vianney and St. Thomas Aquinas, continue to experience growth in enrollment. Religious education and youth programs at both parishes are at record-high numbers. “We are delighted and blessed to be welcoming the Dominican Sisters of St. Cecilia,” said MaryBeth Mueller, superintendent of Catholic Schools in the Diocese of Phoenix. “Students and families who are contemplating St. John Paul II Catholic High School can look forward to an environment that enriches the hearts and minds of our future leaders.” “Sister Mary Jordan is a trailblazer,” said Arlington Bishop Paul S. Loverde. “She has served the Diocese of Arlington as founding principal of Saint John Paul the Great High School... with profound faith, exemplary leadership, and humility.” Our community is excited about being part of the life of the church in the Diocese of Phoenix,” said Sister Mary Jordan. “We believe Catholic education changes people, it makes a difference in their life. That’s why we’re happy to be here today and to be part of this inaugural year.” Sister Bernadette McManigal, superintendent of schools in Diocese of Arlington, said, “The Diocese of Phoenix will greatly benefit from (Sister Mary Jordan’s) experience as she spearheads the opening of another Catholic high school.” Jordan has a master’s degree in secondary education and social studies from Millersville University in Pennsylvania; a master’s degree in educational administration and leadership from Northwestern University of Louisiana; a master's in theology from Franciscan University in Steubenville in 2012; and catechetical certification from the Diocese of Nashville. For more information about the St. John Paul II High School please visit the following website: www.jp2catholic.org. You may also reach Sr. Mary Jordan Hoover by calling 602-354-2345.

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Arizona University Eligibility 2002-2014 Within Race By Year Arizona University Eligibility 2002-2014 within race by year (In Percentage)

Title

(IN PERCENTAGE)

CASE STUDY

Copy Here

49 31

34 21

Asian

Black

American Indian

2002

Hispanic

White

2006

Arizona

2014

Source: Milem, J.F., Salazar, K. and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation Continues. Phoenix: Arizona Minority Education Policy Analysis Center. Source :Milem, J.F., Salazar, K., and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation

Continues. Phoenix: Arizona Minority Education Policy Analysis Center.

Arizona Public 4-Year Undergraduate EnrollmentEnrollment Arizona Public 4-Year Undergraduate (In Percentage)

(IN PERCENTAGE)

57.1

53.9 47.9

50.8

42.8 40 28.4

24.2 20.8

19.5

20 13.4 10

5.2 4.9

3.4 2.9

Asian

12.1 6

4.1 4.6

5.6

Black

2.9

6 2.3

3.5

5.5

American Indian

Hispanic

White sixth edition

Not ForProfit, Profit,4-Year 4 year Not For

For-Profit 4-Year 4 year For-Profit,

Public year Public, 2 2-Year

For Profit 2-Year 2 year For-Profit,

2016

The Transformation Continues

Milem, J.F., Salazar, K. and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: Source Source: :Milem, J.F., Salazar, K., and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation The Transformation Continues. Phoenix: Arizona Minority Education Policy Analysis Center. Continues. Phoenix: Arizona Minority Education Policy Analysis Center. Milem Salazar Bryan

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Phoenix Coding Academy NEW CODING ACADEMY AIMS TO HELP FILL TECH DIVERSITY GAP By JAMES GARCIA & PAUL PADILLA

There are an estimated 10,000 unfilled jobs in technology in the Phoenix Valley. That’s according to Seth Beute, who will serve as the first principal at the new Phoenix Coding Academy. The high school is part of a district-wide goal to boost technology instruction across the school system’s curriculum by the end of the 2017 academic year. Located in the heart of Central Phoenix, the state-of-the art, fully tech-ready school opened its doors in August. School administrators planned to register 100 9th graders, with a goal of adding 100 more students per year. The school will eventually serve 9th through 12th graders. The academy is part of the Phoenix Union High School District and district officials say it is designed to serve the needs of the community it represents. With the Valley’s tech industry booming, the Phoenix Coding Academy was a logical addition to the district’s offerings, Beute added. About 71 percent of STEM-related jobs in the tech market are in computer sciences, but less than 10 percent of graduates in Arizona’s state universities are earning coding related degrees. Simply put, demand is outstripping supply in today’s coding industry. The school also hopes to help address the industry’s lack of ethnic and gender diversity. Hispanics and AfricanAmericans combined comprise 12 percent of all tech industry employees in the country, but nearly 30 percent of the nation’s population. PUHSD’s student body is 81 percent Hispanic. The Coding Academy’s first crop of students is about onethird female, said Beute, which more or less matches the percentage of women working in tech industry today. But he said the school is determined to boost the number of girls entering the coding academy. To help reach that goal, the school hired Susanna Masamery, who studied coding at the Universidad Tecnológica de Hermosillo and worked as a coder for many years in Mexico.

after PUHSD’s Bioscience High School and the Science Leadership Academy in Philadelphia. The admission process is relatively simple and meant to give any student in the community the opportunity to participate in this unique learning environment. Any incoming 9th grade student is invited to fill out the application, which must be accompanied by a short-essay and a letter of recommendation. Student applicants will also be interviewed in person. Beute said the school is looking for students who “are passionate about learning and passionate about technology,” noting that they need not necessarily be at the top of their class academically. At the Coding Academy, administrators envision a school environment centered on smaller classes and college-prep academics, where all the teachers know their students and their goals. The school’s goal is to provide one teacher for every 18 students. Plans to open the Coding Academy began in 2014, said Beute, with the help and counsel of several area tech industry leaders. The school is seeking experienced professionals to provide guest instruction to its students, as well internship opportunities. Microsoft, Cisco, Go Daddy, and Google are all planning to collaborate with the school. Grand Canyon University and Arizona State University have also expressed interest in wanting to work with the Coding Academy. Students at the academy will learn in a non-traditional setting. For instance, there are no bells or electronic bongs at this school to signal to students when it is time to switch classrooms. At the school, students will have access to 3-D printers, manufacturing mills, programmable circuit boards, and soldering stations. At the start of the school year, each student is a given a laptop to use throughout the duration of the academic year and are also required to build a personal website to develop their portfolios as a way to display their growing talents to the world. The school also features a “Zen-Den” to encourage sharing, relaxation and especially innovation. This room contains essential reading materials and hook ups for the student’s laptops. By the time each student graduates from the Coding Academy, Beute said, “We want our students to graduate fully ready to apply to colleges or entry level jobs.”

The curriculum at the Phoenix Coding Academy is modeled

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Arizona Master’s Degree Arizona Master’s Degree by Race/Ethnicity by Race/Ethnicity (In Percentage)

Title

(IN PERCENTAGE)

CASE STUDY MASTER DEGREE

57.1

53.6

Copy Here

4.2 1.9 3.9

1.6

Asian

4.3 5.6 Black

1.1

1.4

American Indian

1994

6.7

9.5 9.3

Hispanic

2010

White

2013

Source: Milem, J.F., Salazar, K. and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation Continues. Phoenix: Arizona Minority Education Policy Analysis Center.

Source :Milem, J.F., Salazar, K., and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation Continues. Phoenix: Arizona Minority Education Policy Analysis Center.

Arizona Doctoral DoctoralDegrees Degrees Arizona (In Percentage) (IN PERCENTAGE)

64.2 56.6

DOCTORAL DEG

REE

50.5

2.8 3.9 4.7 Asian

10.1 0.5

10.1 0.4

Black

American Indian

4.9 5.9 5.5 Hispanic

White sixth edition

2010

2013

2016

The Transformation Continues

Photos Courtesy of

1994

Arizona Minority Student Progress Report

Source: Milem, J.F., Salazar, K. and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: Source Salazar, and Bryan, W.P. Arizona Minority Student Progress Report 2016: The Transformation The :Milem, TransformationJ.F., Continues. Phoenix: K., Arizona Minority Education Policy(2016). Analysis Center. Continues. Phoenix: Arizona Minority Education Policy Analysis Center. Milem Salazar Bryan

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Valley-Based Raza Development Fund 'Is A Lender With A Heart And Soul' “Service for the love of family is the foundation” of the Raza Development Fund, according to the organization’s website and Tommy Espinosa, RDF’s president and CEO.

Because of the organization’s philanthropic commitment to the community’s neediest, Espinosa and his staff have backed an impressive list of education and community oriented projects over the years.

That sentimental assertion may seem like an odd way to describe the mission of a community development bank, but RDF concentrates on lending to clients based on disciplined business practices that help serve the poor and improve their communities.

In the area of housing, RDF works to increase the supply of affordable housing across the country as a means for helping to stem the cycle of poverty and improve social equality. One of its most successful projects has been Villa de Clara Vista in Portland, Oregon, which provides “affordable housing to individuals and families falling under 60% of the Family Median Income threshold.”

RDF specializes in working with nonprofit and for profit clients to provide financial services, such as pre-development loans, acquisition/land loans, mini permanent and term loans, lines of credit, tenant improvement loans, and new markets tax credit leverage loans. One major reason RDF stands apart from most other financial institutions is the approach the organization takes toward funding the groups it supports. RDF works hard to nurture a wide array of projects implemented based on a vision couched “deep in responsibility for us and our work,” said Espinosa. A devote Catholic, Espinosa said, “The inspiration of RDF’s values was formed from the teachings of Mother Teresa of Calcutta and Pope John Paul II, now both Saints.” Mother Teresa founded Missionaries of Charities, a congregation of women dedicated to helping the poor. Ministries of Charities serves as an international community development organization that builds schools and homeless shelters for the dying and a clothing factory that employed lepers. Pope John Paul II, wrote and spoke extensively about the dignity of human beings, respect for human rights, and an unabashed love for the poor and the outcast. In the banking world, RDF is a highly respected non-profit community bank that borrows capital from national and regional banks, then turning around and lending to nonand for-profits and related projects. RDF is a Community Development Financial Institution (CDFI) created from personal experience of its founders engaged in for-profit and non-profit work, said Espinosa. “These individuals have dedicated their lives to serving families and the poor,” he said, “through counseling to homeless families, intervening in crime prevention (including gang violence), developing affordable housing, charter school development, and managing community development corporations.”

In the area of education, RDF funds charter and parochial schools in Arizona and nationwide. The goal is to cultivate “a clear sense of culture, values and academic standards,” according to Espinosa. One such school is Brilla College Prepatory Chart School in Bronx, New York, which serves K-8th graders. The school offers a “blended learning model and establishment of a scholarly school culture,” focused on character development through a faith-based after school program. In Tucson, the Academies of Math and Science’s first school was founded in 2000 in Tucson, Arizona with the vision of bringing a well-rounded, college preparatory education to underserved neighborhoods. Tatyana Chayka, one of the founders and current CEO of the AMS emigrated from the former Soviet Union six years prior to starting the school. She wanted to create a school for academically motivated students in neighborhoods where this type of education did not exist. AMS schools are academically rigorous, but also focus on the arts, music, multiple foreign languages, and technology. Today, AMS is a network of four (soon to be five) schools in Tucson and Phoenix serving more than 2000 students. More than 80 percent of the schools’ students are Hispanic. Closer to home, RDF recently invested in higher education by providing a $100,000 grant to Walter Cronkite Walter Cronkite School of Journalism and Mass Communication at Arizona State University to help fund a new digital Spanishlanguage platform (mixedvoces.com) for reporting critical issues to Arizonans. What do all of these projects have in common? A lender with “heart and soul.”

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Arizona Law Degrees by Race/Ethnicity Arizona Law Degrees (In Percentage) by Race/Ethnicity

Title

(IN PERCENTAGE)

69.2 66.7

64.8

CASE STUDY Copy Here

5.2 4.3

6.8

Asian

2.3 4.6 Black

14.5 11.9

11.9 3.1

American Indian

1994

8.6

2.5

2010

Hispanic

White

2013

Source: Milem, J.F., Salazar, K. and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation Continues. Phoenix: Arizona Minority Education Policy Analysis Center.

urce :Milem, J.F., Salazar, K., and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The ansformation Continues. Phoenix: Arizona Minority Education Policy Analysis Center.

Arizona Pharmacy Arizona Pharmacy Degrees Degrees by Race/Ethnicity by Race/Ethnicity (In Percentage) (IN PERCENTAGE)

82.4 65.4 55.7

28.7 20.1 2

0 Asian

0.5 3.3

Black

American Indian

0.9

5.9 6.1 Hispanic

7 White sixth edition

2010

2013

2016

The Transformation Continues

Source: Milem, J.F., Salazar, K. and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation Continues. Phoenix: Arizona Minority Education Policy Analysis Center.

Photos Courtesy of

1994

Arizona Minority Student Progress Report

Source :Milem, J.F., Salazar, K., and Bryan, W.P. (2016). Arizona Minority Student Progress Report 2016: The Transformation Continues. Phoenix: Arizona Minority Education Policy A Z 2 0 1 6 DA T Analysis O S Center. Milem Salazar Bryan

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Latinos Defy National Trend With Major Surge In Homeownership In 2015 March 15, 2016

Despite tight conditions, Latinos see net increase of 245,000 owner households while overall homeownership continues to decline Washington, D.C. – March 15, 2016 – The Hispanic Wealth Project, in collaboration with the National Association of Hispanic Real Estate Professionals (NAHREP), revealed data today in their State of Hispanic Homeownership Report that shows an increase in both Hispanic homeownership rates and in the number of owner Hispanic households while overall U.S. homeownership rates have declined for the twelfth consecutive year. According to the U.S. Census Bureau, the Hispanic homeownership rate averaged 45.6 percent in 2015, two-tenths of a percent higher than in 2014, however in the 12 months ending this past December the increase was much more dramatic surging from 44.5 percent to 46.7 percent – the largest one year spike in more than a decade. “The Hispanic homeownership numbers were very encouraging and all leading indicators strongly suggest that the trend will continue,” said Joseph Nery, NAHREP 2016 President, “Policy makers and the housing industry need to recognize that the face of homeownership in America has changed and it is in everyone’s interest to ensure that these new consumers have access to relevant lending products, affordable housing stock and culturally competent service providers in the coming years.” In addition, the report showed that Latinos also led the nation in workforce participation and household formation growth which indicates that Hispanics will likely be the primary driver of new homeowners for the next decade and beyond. Industry leaders recognize the significance of Hispanic homebuyers to the nation’s economy: “The State of Hispanic Homeownership should be required reading by everyone in housing, especially lenders and

realtors,” said David Stevens, president and CEO Mortgage Bankers Association, “The Latino community is massive, it’s ready to own it’s now. The significance of Hispanics to housing and the economy will only grow, creating opportunity for all who focus on this vibrant, dynamic and impactful part of the U.S. economy.” “The State of Hispanic Homeownership Report highlights how important the Hispanic population has become in driving overall housing demand in the US and how this influence will only continue to grow as their share of the population increases,” said Chris Herbert, managing director Harvard Joint Center for Housing Studies, “Crafting housing policies that are attuned to meeting the needs of this important demographic group is essential to ensure they have access to decent and affordable housing.” The State of Hispanic Homeownership Report highlights data that provides a comparative analysis of the past year and since the year 2000. It specifically analyzes the demographic and economic trends that shape the homeownership market, including the cultural nuances and purchase habits of Latino home buyers. The State of Hispanic Homeownership Report also identifies major barriers to Latino homeownership such as the need for improved access to affordable mortgage credit, the need to substantially increase the number of culturally competent professionals in the industry and policies that address the shortage of housing inventory in many major markets. As a result of the report’s findings, NAHREP issues its 2016 policy priorities which it will share with legislators during Congressional Hill visits at its policy conference on Thursday, March 17. For access to NAHREP’s 2015 State of Hispanic Homeownership Report visit hispanicwealthproject.org/ state-of-hispanic-homeownership-report/.

Source: nahrep.org/press-releases/2016/03/15/latinos-defy-national-trend-with-major-surge-in-homeownership-in-2015-according-to-nahrep-report/

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Let’s raise expectations of what our community can be. Join Comerica Bank in supporting our community. As a proud sponsor, together we can raise expectations of how great our community can be.

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CTCA DATOS 2016.indd 1

8/8/16 5:20 PM

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HISPANICS WILL ACCOUNT FOR ROUGHLY 40% OF ALL NEW Title HOUSEHOLD FORMATIONS IN THE U.S. BETWEEN NOW AND 2020 CASE STUDY Source: Nielsen www.nielsen.com/us/en/insights/news/2015/the-hispanic-home-ownership-gap.html Copy Here

U.S. Hispanic Home Ownership Has Experienced Hispanic Home Ownership Has Increased In The Last Two Decades Exponential Growth In The Last Two Decades 500,823 331,658 184,942

1990

2000

2010

Source: U.S Census Bureau www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf www.census.gov/prod/cen2010/cph-1-4.pdf

Hispanic HH great 131% from 1990-2010

U.S. Hispanic Households Increased 131% From 1990-2010 (In Percentage)

Source: U.S Census Bureau http://www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf http://www.census.gov/prod/cen2000/phc-1-4.pdf http://www.census.gov/prod/cen2010/cph-1-4.pdf

131.2

19.9 Non-Hispanic Photos Courtesy of

Hispanic Source: U.S. Census Bureau www2.census.gov/library/publications/decennial/1990/ch-2/ch-2-1.pdf www.census.gov/prod/cen2010/cph-1-1.pdf

e: U.S. Census Bureau A Z /www2.census.gov/library/publications/decennial/1990/ch-2/ch-2-1.pdf /www.census.gov/prod/cen2010/cph-1-1.pdf 232

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Hispanic Home Buying CASE STUDY 2016 Comparative Analysis

Hispanic Homebuying 3 | Home Buying Criteria by Language

BRIEF & APPROACH

With the economy improving significantly in the last few years, Americans are purchasing homes once again at an increasing rate. According to Geoscape AMDS 2016 data, Hispanics will spend $180 billion in mortgages and insurance in 2016. Real estate professionals need to know more about how both acculturated and non-acculturated Hispanics make home purchase decisions in 2016 and beyond.

• Among Spanish-speaking U.S. Hispanics,

English Speaking U.S. Hispanics ‘Home Criteria’ Discussion Topics house taxes and bedrooms were also the top two discussion topics but in the reverse order compared to English-speaking Hispanics

• Amenities of a home were of increased importance for Spanish-speakers while Bathrooms in a home were discussed more often by English-speakers

The OYE! platform was tasked to explore insights into Hispanic interests, questions and more in relation to topics of discussion for Hispanic homebuyers online and via public social media conversations. The following analysis is based on 10,000 verified U.S. Hispanic conversations. The data was gathered from Twitter, Facebook, blogs, forums and the web at large. Data analyzed was gathered between Oct. 1, 2015, and March 31, 2016.

SPANISH-SPEAKING U.S. HISPANIC HOME BUYING DISCUSSION TOPICS Spanish Speaking U.S. Hispanics ‘Home Criteria’ Discussion Topics

2016 Comparative Analysis

RESULTS

2 | Social Channels & Website Research

• Most discussed among all Hispanics are Financial Topics when it came to purchasing a home (prices, value, mortgages) • Among English-speaking U.S. Hispanics,

house taxes and bedrooms are the most discussed topics when deciding which home to purchase.

• Realtor.com was the most used website for U.S. Hispanics throughout the home buying process.

2016 Comparative Analysis

SPEAKING HISPANIC HOME Hispanic Homebuying 3 |ENGLISH Home Buying Criteria byU.S. Language

HOME BUYING RESEARCH WEBSITES COMPARISON

BUYING DISCUSSION TOPICS English Speaking U.S. Hispanics ‘Home Criteria’ Discussion Topics

Home Buying Research Websites Comparison

Spanish Speaking U.S. Hispanics ‘Home Criteria’ Discussion Topics Source: OYE! Intelligence www.oyeintelligence.com

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Arizona The National Hispanic izona Surpasses theSurpasses United States in Home Ownership Average For Home Ownership

Title

53%

CASE 45% STUDY Copy Here

Arizona

United States

Source: Pew Research Center Source: Pew Research Center www.pewhispanic.org/states/state/az/ www.nielsen.com/us/en/insights/news/2015/the-hispanic-home-ownership-gap.html http://www.pewhispanic.org/states/state/az/ http://www.nielsen.com/us/en/insights/news/2015/the-hispanic-home-ownership-gap.html

Arizona Hispanic Occupied Home Ownership Arizona Hispanic Arizona Occupied Home Ownership

500,823

331,658

184,942

2000

2010 Photos Courtesy of

1990

Source: U.S Census Bureau www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf

www.census.gov/prod/cen2000/phc-1-4.pdf Source: U.S Census Bureau www.census.gov/prod/cen2010/cph-1-4.pdf http://www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf http://www.census.gov/prod/cen2000/phc-1-4.pdf http://www.census.gov/prod/cen2010/cph-1-4.pdf

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Maricopa Hispanic Maricopa Hispanic Home Ownership OccupiedOccupied Home Ownership Maricopa

Title 288,443

CASE STUDY Copy Here

186,202

90,408

1990

2000

2010

Source: U.S Census Bureau Source: U.S Census Bureau www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf http://www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf www.census.gov/prod/cen2010/cph-1-4.pdf http://www.census.gov/prod/cen2000/phc-1-4.pdf

http://www.census.gov/prod/cen2010/cph-1-4.pdf

Yavapai Hispanic Occupied Home Ownership

Yavapai Hispanic Occupied Home Ownership Yavapai

7,729

4,507

2,093

2000

2010 Photos Courtesy of

1990 Source: U.S Census Bureau Source: U.S Census Bureau http://www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf http://www.census.gov/prod/cen2000/phc-1-4.pdf http://www.census.gov/prod/cen2010/cph-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf www.census.gov/prod/cen2010/cph-1-4.pdf

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Pima Hispanic Pima Hispanic Occupied Home Ownership

Occupied Home Ownership Pima

Title CASE STUDY

99,911

70,944

Copy Here

47,029

1990

2000

2010

Source: U.S Census Bureau www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf Source: U.S Census Bureau www.census.gov/prod/cen2000/phc-1-4.pdf http://www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf www.census.gov/prod/cen2010/cph-1-4.pdf

http://www.census.gov/prod/cen2000/phc-1-4.pdf http://www.census.gov/prod/cen2010/cph-1-4.pdf

Photos Courtesy of

NOTES

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Connect 2 Compete CASE STUDY Cox Communications has a strong legacy of supporting internet Adoption programs, helping make progress in these key areas and bridging the digital divide. Through Cox’s proud partnership with the Connect2Compete (C2C) initiative, Cox offers fast, affordable high speed internet service for only $9.95 a month to qualifying households in Arizona. This partnership is completely voluntary; Cox does not receive any government funding to support the program and neither does Connect2Compete. Cox piloted the program with Connect2Compete in San Diego, CA in the spring of 2012 and officially launched the program in all markets in 2013. It has since expanded to 7,400 schools across our national footprint, growing from the original pilot, which only included 56-targeted schools. Since launching the Connect2Compete program, Cox has connected more than 160,000 people to the internet at the discounted rate. What’s more, the number of families enrolled in the program in September 2015 is 85 percent higher than those enrolled one year ago. Cox’s Connect2Compete program is open to families with at least one child K-12 who receives support from the Federal School Lunch program, Temporary Assistance for Needy Families (TANF) or the Supplemental Nutrition Assistance Program (SNAP) as well as those who receive public housing assistance. In fact, Cox partnered with the U.S. Department of Housing and Urban Development (HUD) through the ConnectHome initiative by extending its C2C program to any HUD-assisted household with school-age children within Cox’s 18-state service area. In addition to offering discounted internet service to eligible families, Cox supports increased awareness for digital literacy programs by donating advertising time on its cable cross-channel lineup.

This program is crucial in our communities as the costs of the digital divide are too difficult to ignore: • 71% of teens say the internet is the primary source of their school projects. • 76% of K-12 teachers assign internet-based homework that students without broadband and digital skills are struggling to complete. • Students with a PC and internet at home have graduation rates that are 6-8% higher than similar students who don’t have home access to the internet. • Less than half of low-income K-12 students have internet at home compared to more than 90 percent of higherincome families. • 61% of Americans search for health information online. Finding medical information without online access limits patients’ knowledge, choices and care. • Non-adopters are more likely to experience underinvestment in community assets, lower-than-average job creation and slow economic growth. Cox continues to work with school districts across the state to connect students with access to online resources and educational components that will benefit their education and their families. A 2015 survey of Cox Connect2Compete customers showed: • 40% of parents said their communication with schools has increased. • Nearly 50% of parents said their children are more interested in school. • More than 50% of students’ grades have improved since enrolling in C2C. • 72% said the main reason they signed up for C2C was to help their children complete schoolwork. • Nearly 90 percent of parents rated Cox’s internet service 8 or higher on a satisfaction scale of 1-10. Eligible families can apply online at www.Connect2Compete.org/Cox or 855-222-3252.

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Phoenix CCD* Hispanic Occupied Phoenix CCD Hispanic Occupied Home Ownership Home Ownership

Title

254,148

CASE STUDY 170,347 Copy Here

51,723

1990

2000

1990

2000

2010

2010 *CCD = Census County Division

Source: U.S. Census Bureau Source: U.S. Census Bureau www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf http://www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdfhttp://www.census.gov/prod/cen2000/phc-1-4.pdf www.census.gov/prod/cen2010/cph-1-4.pdfhttp://www.census.gov/prod/cen2010/cph-1-4.pdf

Tucson Hispanic Tucson Hispanic Occupied Home Ownership Occupied Home Ownership 88,496

64,950

35,008

2000

Source: U.S Census Bureau www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf www.census.gov/prod/cen2000/phc-1-4.pdf Source: U.S Census Bureau www.census.gov/prod/cen2010/cph-1-4.pdf http://www2.census.gov/library/publications/decennial/1990/ch-1/ch-1-4.pdf

http://www.census.gov/prod/cen2000/phc-1-4.pdf http://www.census.gov/prod/cen2010/cph-1-4.pdf

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L.CO COM CO M • LA VOZ • BUYER BUYER’S ER’S ’S EDGE • REPUBLIC IC CARS.CO CARS.COM • HOMEFINDER.COM MEFINDER.C .COM OM • CAREERBUILD CAREERBUILDER.COM LDER ER.COM • TEMPE/AH TEMPE/AHWATUKEE AHWA WATUKEE REPUBLIC • CHANDLE CHANDLER LER R RE REPUBLIC • GILBERT RT REPUBLIC • GLENDA GLENDALE DALE RPUBL RPUBLIC • MESA SA REPUBLIC C • NORTHEAST PHOE PHOENIX OENI NIX REPUBLIC• PHOENI PHOENIX NIX X RE REPU REPUBLIC PUBLIC • N NORTHWEST ORTH OR THWE WEST VALLEY REPUBL REPUBLIC BLIC IC • PEORIA REPUBLIC IC • SCOTTSDAL SCOTTSDALE REPUBLIC BLIC • SOUTHWE SOUTHWEST WEST VALLEY REPUBL REPUBLIC BLIC IC • SURPRISE REPUBLIC • AZCENTRAL.COM • LA VOZ • BUYER BUYER’S ER’S ’S EDGE • REPUBLIC D DIRECT IRECT • REPUB IR REPUBL CUSTOM PUBLISHING • ARIZONA BUSINESS

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Phoenix Activist Speaks For Those Who Cannot Speak For Themselves PROFILE By JAMES GARCIA & PAUL PADILLA

Once you’ve heard Viridiana Hernandez’s story, you may better understand better what it means to overcome obstacles. At 25, Hernandez has already faced and overcome more challenges than many people twice her age. But it is those experiences that have inspired her to fight for the rights of others like her. Hernandez moved to the United States from Mexico when she was one, and lived here most of her life as an undocumented immigrant. Nevertheless, she dreamed of going to college. As a high school senior, however, Hernandez said she was scared to reveal her undocumented status and ask directly about opportunities to pursue higher education. She finally did ask it was for “a friend”. Unfortunately, a school counselor explained that undocumented students cannot receive federal financial aid. She said the news was heartbreaking, especially given that she had worked so hard to excel academically. The experience, she said, made her question what it meant to be a “good immigrant.” All of her life her parents told her: “Be a good immigrant. Do well and we’ll be fine.” Hernandez said she realized that being a “good immigrant” was not always good enough. If she wanted to make a difference in life, she would have to fight for it. So with the support of her parents, she continued to pursue her dream of attending college. In time, she received a scholarship to attend Grand Canyon University. More opportunities came when she was granted Deferred Action for Childhood Arrivals (DACA) in 2012 under an executive order by President Obama that has provided nearly 800,000 young people with temporary legal authority to remain in the United States. Hernandez said her passion for helping others was sparked in 2010, after the passage of Senate Bill 1070. She was a freshman in college. SB 1070, one of the nation’s toughest immigration laws at the time, left her family more afraid than ever of the threat of deportation. She recalls spending countless hours in class at GCU worrying her family might be deported. Making matters worse, she felt isolated at the school. “There was a whole year of going to class every day and not seeing anyone that looked like me,” said Hernandez. In response, she and a group of friends on campus decided to create the Latino Student Union, the first multicultural club at GCU. From the start, the organization made a difference. Despite initial hostility from some students who ripped down LSU club posters, the organization was able to raise $5,000 dollars in the first year towards scholarships for future incoming Latino students. Hernandez has since earned her degree and now serves as the Executive Director of the Center for Neighborhood Leadership (CNL). The group’s goal is to build future leaders for the community and “help people realize they

are powerful, capable, and able to change the systems that create the circumstances we live in,” said Hernandez. One of the group’s recent initiatives is a groundbreaking project called One Phoenix ID. One Phoenix ID offers city residents the opportunity to obtain a tamper-proof identification card. Aside from serving as a valid identification card for undocumented immigrants, the homeless community and youth, the card could also offer discounts at local businesses, serve as a pre-paid debit card, and provide access to select city services, such as the library system, parks and recreation programs and Valley Metro. The One Phoenix ID card does not replace state-issued identification cards and does not serve as proof of U.S. citizenship or eligibility to vote. Earning DACA changed her life, said Hernandez, who works to spread the message about how to fill out a DACA application and gather the necessary accompanying materials. DACA status offers recipients a two-year work permit, eligibility for in-state college tuition at publicly funded colleges and universities, and authority to apply for a driver’s license. While tens of thousands of Arizona youth have received DACA, an estimated 10,000 eligible immigrants here still have not. But Hernandez says there are groups that can help: Center for Neighborhood Leadership, Puente, LUCHA, Arizona Dream Act Coalition, Chicanos Por La Causa, Friendly House and others offer free assistance. Despite her personal achievements, Hernandez, who is now a permanent U.S. resident, said she understands the significance of her role as a young Latina leader in the community, and how it can serve as an inspiration to others. She said she does not take her job as executive director of CNL for granted, because she knows it provides her with a unique opportunity to communicate directly with some of the community’s most influential people. She also understands it’s not common for someone with her background to achieve the success she has at such an early age, and so she regularly reminds herself to speak out for those who cannot speak for themselves. Paul Padilla is an intern at the Arizona Hispanic Chamber of Commerce and a student at ASU’s Cronkite School of Journalism

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Net Migration Between U.S. And Mexico (IN THOUSANDS)

Net Migration Title of U.S. and Mexico CASE STUDY

2,940 Copy Here

1,390

1,370

670

1995-2000

2005-2010

U.S. to Mexico

Mexico to U.S.

Source: Pew Research www.pewresearch.org/fact-tank/2016/02/11/mexico-and-immigration-to-us/

Source: Pew Research http://www.pewresearch.org/fact-tank/2016/02/11/mexico-and-immigration-to-us/

Mexican Immigration To U.S. Mexican Immigration DecliningSince Since2007 2007 Declining (In Millions) (IN MILLIONS) 6.9

6.2

4.5 2.9

1995

2000

2007

2010 Photos Courtesy of

Mexican Immigration Source: Pew Research www.pewresearch.org/fact-tank/2015/11/20/what-we-know-about-illegal-immigration-from-mexico/

Source: Pew Research http://www.pewresearch.org/fact-tank/2015/11/20/what-we-know-about-illegal-immigration-from-mexico/

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Total Unauthorized U.S. Immigrant Trends Unauthorized U.S. Immigrants Trends

Title

(INmillions MILLIONS ESTIMATES) (In estimates)

11,400

CASE STUDY 8,600

Copy Here

3,500

1990

2000

2010

Source: Pew Research Center www.pewhispanic.org/2014/12/11/unauthorized-trends/

Source: Pew Research Center http://www.pewhispanic.org/2014/12/11/unauthorized-trends/

Mexican Unauthorized Unauthorized Mexico Immigrant Immigrant Trends To U.S. Trends (In millions estimates)

(IN MILLIONS ESTIMATES)

6,150

4,450

1990

2000

2010

Source: Pew Research Center www.pewhispanic.org/2014/12/11/unauthorized-trends/

Source: Pew Research Center http://www.pewhispanic.org/2014/12/11/unauthorized-trends/ DATO S A Z 244

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Photos Courtesy of

2,050

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U.S. Foreign Born Population

Total U.S. Foreign-Born Population (In millions) (IN MILLIONS)

Title 39.9

41.3

CASE STUDY Copy Here

19.8

1990

2000

2010

Source: Pew Research Center www.pewhispanic.org/2015/09/28/statistical-portrait-of-the-foreign-born-population-in-the-united-states-1960-2013-trends/

Source: Pew Research Center http://www.pewhispanic.org/2015/09/28/statistical-portrait-of-the-foreign-born-population-in-the-united-states-1960-2013key-charts/#2013-fb-population Foreign-Born Population By Type (IN MILLIONS)

Foreign Born Population (In Millions) 18,817

14,132

9,739 6,142

6,844

7,480

7,010

1,200 Hispanics

White

1990

1,926

3,025

Black

2000

Source: Pew Research Center

4,422

Asian

2010

Photos Courtesy of

7,790

www.pewhispanic.org/2015/09/28/statistical-portrait-of-the-foreign-born-population-in-the-united-states-1960-2013-trends/ Source: Pew Research Center http://www.pewhispanic.org/2015/09/28/statistical-portrait-of-the-foreign-born-population-in-the-united-states-1960-2013trends/ DATO S A Z 2 0 1 6

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Origin OfOrigin U.S.ofImmigrant Population Percentage U.S. Immigrant Population (BY PERCENTAGE)

Title 25.8 22

23.3

18.8 Copy Here

29.4 29.4

24.9

21.7 CASE STUDY

20.8

22.2

23.7

14.5

Europe/Canada

South and East Asia

1990

Mexico

2000

Other Latin America

2010

Source: Pew Research Center www.pewhispanic.org/2015/09/28/statistical-portrait-of-the-foreign-born-population-in-the-united-states-1960-2013-key-charts/#2013-fb-length-of-time

Source: Pew Research Center http://www.pewhispanic.org/2015/09/28/statistical-portrait-of-the-foreign-born-population-in-the-united-states-1960-2013key-charts/#2013-fb-length-of-time

Percentage of U.S. Foreign Born Population - Mexico Origin U.S. Foreign-Born Population Of Mexico Origin (BY PERCENTAGE)

29.4

2000

2010

1990

Source: Pew Research Center www.pewhispanic.org/2015/09/28/statistical-portrait-of-the-foreign-born-population-in-the-united-states-1960-2013-trends/

Photos Courtesy of

21.7

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Unauthorized Arizona Immigrants Trends Unauthorized Arizona (Estimates)Trends Immigrant

Title

(IN THOUSANDS)

350,000

CASE STUDY

325,000

2000

2010

Copy Here

90,000

1990 Source: Pew Research Center www.pewhispanic.org/2014/12/11/unauthorized-trends/

rce: Pew Research Center p://www.pewhispanic.org/2014/12/11/unauthorized-trends/ Arizona Was One Of The States

Arizona Was Where Among Various Other States That Immigration Fell Down Immigration Decreased (In millions)

(IN THOUSANDS) 2,500 2,450

750 500

California

New York

475

425

Illinois

2009

400

Georgia

2012

Source: Pew Research Center www.pewhispanic.org/2014/11/18/unauthorized-immigrant-totals-rise-in-7-states-fall-in-14/

Source: Pew Research Center http://www.pewhispanic.org/2014/11/18/unauthorized-immigrant-totals-rise-in-7-states-fall-in-14/ DATO S A Z 2 0 1 6 247

350

300

Arizona

Photos Courtesy of

800

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DATOS HALF PAGE BOOK AD -- MORRISON INSTITUTE FOR PUBLIC POLICY

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EXCERPT

5 Facts About Illegal Immigration In The U.S. By JENS MANUEL KROGSTAD and JEFFREY S. PASSEL

The number of unauthorized immigrants in the U.S. has stabilized in recent years after decades of rapid growth. But there have been shifts in the states where unauthorized immigrants live and the countries where they were born.

SIX STATES ALONE ACCOUNT FOR 60% OF UNAUTHORIZED IMMIGRANTS — California, Texas, Florida, New York, New Jersey and Illinois. But the distribution of the population is changing. From 2009 to 2012, several East Coast states were among those with population increases, whereas several Western states were among those with population decreases. There were seven states overall in which the unauthorized immigrant population increased: Florida, Idaho, Maryland, Nebraska, New Jersey, Pennsylvania and Virginia. Meanwhile, there were 14 states in which the population decreased over the same time period: Alabama, Arizona, California, Colorado, Georgia, Illinois, Indiana, Kansas, Kentucky, Massachusetts, Nevada, New Mexico, New York and Oregon. Despite a decline, Nevada has the nation’s largest share (8%) of unauthorized immigrants in its state population.

UNAUTHORIZED IMMIGRANTS MAKE UP 5.1% OF THE U.S. LABOR FORCE. In the U.S. labor force,

President Obama’s executive action on immigration, announced Nov. 20, 2014, would among other things expand deportation relief to almost half the unauthorized immigrant population, though this part of the program is on hold due to a lawsuit to stop the move.While executive actions on immigration have a long history, Obama’s recent action was the most significant protection from deportation offered to unauthorized immigrants since 1986, when Congress passed a law that allowed 2.7 million unauthorized immigrants to obtain a green card.

Here are five facts about the unauthorized immigrant population in the U.S. 1.

there were 8.1 million unauthorized immigrants either working or looking for work in 2012. Among the states, Nevada (10%), California (9%), Texas (9%) and New Jersey (8%) had the highest shares of unauthorized immigrants in their labor forces.

THERE WERE 11.3 MILLION UNAUTHORIZED IMMIGRANTS IN THE U.S. IN 2014. The population has remained essentially stable for five years and currently makes up 3.5% of the nation’s population. The number of unauthorized immigrants peaked in 2007 at 12.2 million, when this group was 4% of the U.S. population.

MEXICANS MAKE UP ABOUT HALF OF ALL UNAUTHORIZED IMMIGRANTS (49%), THOUGH THEIR NUMBERS HAVE BEEN DECLINING IN RECENT YEARS. There were 5.6 million Mexican

unauthorized immigrants living in the U.S. in 2014, down from 6.4 million in 2009, according to preliminary Pew Research Center estimates.

ABOUT 7% OF K-12 STUDENTS HAD AT LEAST ONE UNAUTHORIZED IMMIGRANT PARENT IN 2012. Among these students, about eight-in-ten (79%) were born in the U.S. In Nevada, almost onein-five students (18%) have at least one unauthorized immigrant parent, the largest share in the nation. Other top states on this measure are California (13%), Texas (13%) and Arizona (11%). Note: This is an update of a post originally published on Nov. 18, 2014.

Source: www.pewresearch.org/fact-tank/2015/11/19/5-facts-about-illegal-immigration-in-the-u-s/?utm_content=buffer56471&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer

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Resources Mentoring

Networking

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PROFILE

Arizona’s Geostrategic Advantage: Growing Jobs And Business Opportunities For Arizonans Through A Strong Relationship With Southern Neighbor, Mexico By MARCOS GARAY EXECUTIVE DIRECTOR, ARIZONA-MEXICO COMMISSION RUTH SOBERANES DIRECTOR OF COMMUNICATIONS & STRATEGIC INITIATIVES, ARIZONA-MEXICO COMMISSION Arizona shares an international border over 300 miles

traveled to the mega metropolitan hub, the first time an

long with one of the fastest-growing economies in the

incumbent Arizona governor visits Mexico City in nearly a

world, Mexico. Mexico is currently the world’s 14th largest

decade, for one clear goal: to send top leaders in government

economy and predicted to be the 7th by 2050. In addition,

and business the message that Arizona is open for business.

it has a consumer base – a population of 118 million peoplewith a median age of 27 and an emerging middle class

In addition, Governor Ducey has met with Sonora Governor

looking for travel, recreation and business opportunities.

Claudia Pavlovich about half a dozen times. In fact, both

Our geostrategic, historical, cultural and economic ties to

governors recently convened the 2016 Arizona-Mexico

this important consumer market presents an opportunity for

Commission (AMC) Summit and plenary session of the AMC

Arizona business and workers to benefit from increased

and Comisión Sonora-Arizona. Under their leadership, we

trade, capital investment and job growth.

saw record-breaking attendance (with over 500 business and government leaders) and an unprecedented magnitude

Furthermore, Arizona sits as a hub for North American

and level of participants in the Arizona-Mexico Commission’s

trade in the middle of the CANAMEX corridor and situated

57 years of history, including three cabinet level Mexican

between major consumer markets in Southern California and

government officials (Secretary of Agriculture Jose Calzada,

Texas- these two markets would make up the 10th largest

Secretary of Tourism Enrique de la Madrid, Secretary of

economy in the world.

Foreign Affairs Claudia Ruiz Massieu and industry giants such as top mining executive Jaime Lomelin.

Arizona leaders are actively working to ensure Arizona takes full advantage of our strategic, geographic location

In addition to our obvious and historical partners Sonora and

and position Arizona as Mexico’s top business partner. Since

Mexico City, Arizona has identified other key markets with

day one, Arizona Governor Doug Ducey has made this a top

strong economies and mirroring industries where Arizona

priority of his administration.

companies can do business: Baja California, Sinaloa, Jalisco, Chihuahua and Nuevo Leon. Current outreach efforts

The governor led a trade mission to Mexico City in June of

promise to increase Arizona’s connectivity and influence

2015, just 6 months after taking office. Governor Ducey

in these markets. The Arizona-Mexico Commission recently

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ARIZONA’S GEOSTRATEGIC ADVANTAGE: GROWING JOBS AND BUSINESS OPPORTUNITIES FOR ARIZONANS THROUGH A STRONG RELATIONSHIP WITH SOUTHERN NEIGHBOR, MEXICO

traveled to Sinaloa’s capital, Culiacan, to celebrate the

Governor Ducey approved the allocation of state dollars

launch of a new, direct Volaris air service from Culiacan to

to upgrade State Route 189, or Mariposa Rd., in Nogales

Phoenix, and meet with Sinaloa's Governor and economic

between the newly remodeled Mariposa commercial port of

development drivers.

entry and Interstate 19.

But the Arizona-Mexico relationship is not just about growing

In addition, at the insistence and request of Arizona and

business opportunities, it is about ensuring the livelihood

Sonora’s leadership, U.S. Customs and Border Protection

of many Arizonans, particularly our border communities.

(CBP) and their Mexican counterparts, Administración

Thousands of Arizona workers and hundreds of Arizona

de Aduanas, launched a pilot program to conduct joint

companies depend on it. Arizona trades about $16.8 billion

inspections in Nogales. With this pilot program, the total

of goods with Mexico (up almost $1 billion from 2014) and

processing time at Mariposa Port of Entry has been cut from

it is estimated that 111,000 Arizona jobs are reliant on that

an average of 3.5 to 8 hours to an average of 24 minutes.

trade. In the United States as a whole, one in every

These numbers are certainly giving Arizona an edge as other

twenty-four workers depend on U.S.-Mexico trade for their

states turn to observe the program’s success.

employment. Arizona’s tourism industry in particular counts on the millions of Mexican visitors that visit Arizona yearly

It is worth noting that Arizona’s congressional delegation

and spend approximately $7.8 million daily while they are

is leading the fight to turn heads in Washington D.C. to

visiting.

Arizona’s border. Rep. Martha McSally is advocating for an expansion of the Douglas port of entry to keep up with the

The goods we trade and the people that travel between

current upward trend in trade volumes. Additionally, Senators

Mexico and Arizona cross largely through our land ports

John McCain and Jeff Flake are working diligently to boost

of entry. More than 46 million people, 17 million cars,

staffing levels at our ports of entry and address challenges in

760,000 trucks cross our land border yearly. Furthermore,

the cross-border banking environment.

the maquiladora sector in Sonora, which includes important auto manufacturing and aerospace companies such as Ford,

Arizona's competitiveness and influence in the global

depend on an efficient, secure border to import parts from

economy depends on a strong relationship with our southern

Arizona and export products to the rest of the world.

neighbor and number one international trade partner, Mexico. A continual and concerted effort to ensure Arizona

North American competitiveness count on our ports of entry

takes full advantage of its geography and close ties with

as a whole. Cars built in North America, for example, are

Mexico is critical for the health of our region and benefit of

estimated to cross the United States’ borders eight times

our workers and business leaders alike.

during production, integrating materials and parts developed in Mexico and Canada. Efforts are underway to make Arizona’s ports of entry among the most competitive in the world.

The Arizona-Mexico Commission (AMC) is Arizona’s premier crossborder nonprofit organization. Our mission is to improve the economic prosperity and quality of life for all Arizonans through strong, public/private collaborations in advocacy, trade, networking and information .Visit our website at www.azmc.org.

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BORDERS MATTER The study of how borders can both separate and bring people together is fundamental to understanding the human condition. Deepen your understanding and appreciation of the populations of the U.S. –Mexico border space and beyond.

Undergraduate degrees:

B.A. Transborder Chicana/o and Latina/o Studies Concentrations:

Media and Expressive Culture Transborder Community Development and Health U.S. and Mexican Regional Immigration Policy and Economy

Graduate degree:

Ph.D. in Transborder Studies

Integrated learning, research, and community engagement

sts.asu.edu

An academic unit of the College of Liberal Arts and Sciences

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Year-to-Date Total Trade - Imports & Exports

Year-to-Date (U.S. DOLLARS INTotal MILLIONS) Trade (U.S. dollars in millions)

Title

598.1

CASE STUDY

575.5

531.1

Copy Here

193.6

China

Canada

Mexico

Japan

174.1

Germany

Source: U.S. Census Bureau www.census.gov/foreign-trade/statistics/highlights/top/top1512yr.html#exports

Source: U.S. Census Bureau https://www.census.gov/foreign-trade/statistics/highlights/top/top1512yr.html#exports

Year-To-Date U.S. Exports (U.S. DOLLARS IN MILLIONS)

Year To Date Export

(U.S. dollars in millions)

280.3 236.4

116.2

Canada

Mexico

China

Source: U.S. Census Bureau www.census.gov/foreign-trade/statistics/highlights/top/top1512yr.html#exports

Japan

Source: U.S. Census Bureau https://www.census.gov/foreign-trade/statistics/highlights/top/top1512yr.html#exports A Z 2 0 1 6

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56.4

United Kingdom

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62.5

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Year-To-Date U.S. Imports Year To Date Import dollars in millions) (U.S.(U.S. DOLLARS IN MILLIONS)

Title

481.9

CASE STUDY

Copy Here

295.2

China

294.7

Canada

Mexico

131.1

124.1

Japan

Germany

Source: U.S. Census Bureau www.census.gov/foreign-trade/statistics/highlights/top/top1512yr.html#exports

Source: U.S. Census Bureau https://www.census.gov/foreign-trade/statistics/highlights/top/top1512yr.html#exports

Photos Courtesy of

NOTES

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NOTES

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Trade Trades In inGoods With Goods with Mexico (Exports)Mexico (U.S. dollars in millions) (Exports)

Title

(U.S. DOLLARS IN MILLIONS)

163,664

CASE STUDY 111,349

Copy Here

28,279

1990

2000

2010

Source: U.S. Census Bureau www.census.gov/foreign-trade/balance/c2010.html#2000

Trade In Goods With Mexico ource: U.S. Census Bureau ttps://www.census.gov/foreign-trade/balance/c2010.html#2000 (Imports) Trades in Goods with Mexico (Imports)

(U.S. dollars in millions)

(U.S. DOLLARS IN MILLIONS)

229,985.60

135,926.30

1990

2000

2010

Source: U.S. Census Bureau www.census.gov/foreign-trade/balance/c2010.html#2010

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30,156.80

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Total Arizona Exports Total Arizona Exports (U.S. dollars in millions) (U.S. DOLLARS IN MILLIONS)

Title

21,248

CASE STUDY 19,477

Copy Here

18,405 17,885

2011

2012

2013

2014

NOTE: These figures are as of Q1 2016 but are constantly updated.

Source: U.S. Census Bureau Source: U.S. Census Bureau https://www.census.gov/foreign-trade/statistics/state/data/az.html www.census.gov/foreign-trade/statistics/state/data/az.html

Top 5 Country Exports From Arizona Top 5 Country Exports From Arizona (U.S. dollars in millions)

(U.S. DOLLARS IN MILLIONS)

9,162

2,303

Mexico

Canada

China

1,066

United Kingdom

Source: U.S. Census Bureau Source: U.S. Census Bureau www.census.gov/foreign-trade/statistics/state/data/az.html https://www.census.gov/foreign-trade/statistics/state/data/az.html

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830

Germany

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1,266

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Mexico’s Trade Value Has Increased With Arizona (Past 5 Years) Mexico's Trade Value has increased with Arizona (past 5 years) (U.S. dollars in millions)

Title

(U.S. DOLLARS IN MILLIONS)

CASE STUDY Copy Here

6,045

2011

8,623 7,068

6,291

2012

2013

2014

NOTE: These figures are as of Q1 2016 but are constantly updated.

U.S. Census Bureau urce: U.S.Source: Census Bureau www.census.gov/foreign-trade/statistics/state/data/az.html tps://www.census.gov/foreign-trade/statistics/state/data/az.html

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Arizona Exports Of Manufactured Goods Goods) Arizona Exports of Goods (Manufactured

Title

(U.S. DOLLARS IN MILLIONS)

12,451.80

CASE STUDY

10,753.40

Copy Here

6,910.40

1995

2000

2010

Source: U.S. Census Bureau www.census.gov/foreign-trade/statistics/state/origin_movement/index.html

Source: U.S. Census Bureau https://www.census.gov/foreign-trade/statistics/state/origin_movement/index.html

Arizona Exports Of Non-Manufactured Goods

Arizona Export of Goods (Non-Manufactured Goods ) (U.S. DOLLARS INmillions) MILLIONS) (U.S. dollars in

4,022.30

1,618.80

2000

2010

Source: U.S. Census Bureau www.census.gov/foreign-trade/statistics/state/origin_movement/index.html

Source: U.S. Census Bureau https://www.census.gov/foreign-trade/statistics/state/origin_movement/index.html DATO S A Z 2 0 1 6 265

2015

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POLITICS “The goal of DATOS was to increase awareness and demonstrate the merits of targeting Latino consumers; and to deliver timely and accurate information that could be used to develop corporate, retail and marketing campaigns. We wanted to provide our members with data that would allow them to serve Hispanic consumers based on an understanding of their needs and reflective of their culture. In the late 90’s, the Chamber was growing and seeking opportunities to better serve our membership. By responding to consistent inquiries about the Hispanic population in Arizona, it was clear that the Chamber could play an important role providing information on demographic trends and buying power. At the time, I worked in Hispanic Marketing for Bank of America. The bank understood the importance of targeting this growing consumer segment and provided the seed funding to host the first ‘Focus on Arizona’s Hispanic Market – DATOS’. I will always feel pride to have been part of the team that helped create DATOS. It is great to see what DATOS has become in 20 years and it continues to elevate the importance of the Hispanic market in Arizona and showcases the incredible contributions that Hispanics make to the economic prosperity of our state.” —GEMA DUARTE LUNA Co-Founder, DATOS

“Twenty years ago data on Latino consumer spending and commerce were primarily proprietary. Our members, both small business and corporate came to us looking for this type of data. With a little brainstorming, available secondary data and an enthusiastic buy-in from a major corporate sponsor, we planned the first DATOS breakfast. The reception to the initial, low-tech but neatly packaged one-stop booklet was tremendous. The AZHCC knew it was just the beginning of a product that our members and the community would come to expect and respect. I’m proud to have been part of the original creative team.” —RHONDA CARRILLO Co-Founder, DATOS

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POLITICS Voter Registration Groups Have High Hopes To Increase Voter Numbers Grassroots voter registration organizations in Arizona have set a high bar this year. “We’re going to outdo ourselves, registering 75,000 new voters [in Arizona]” before the November 2016 election,” says Alejandra Gomez, executive director of Arizona Center for Empowerment, which is a member of the One Arizona coalition. She is also the co-executive director of Living United for Change (LUCHA), which is not a member of One Arizona, a Phoenixbased group involved in a wide range of community-based civic engagement projects. One Arizona was formed in 2010 as “a direct response to the growing disenfranchisement of voters and to the attack on our Latino community in the form of Senate Bill 1070,” according to the group’s website. One Arizona’s members have registered more than 100,000 people since 2010 and knocked on more than 1 million doors “to ensure they get out and vote their voices,” says Gonzalez, who added that the group’s mission has “never been about a candidate or specific party, but rather about building the community power we know we have and making sure that our community is represented.” The name of the One Arizona campaign is “Viva the Vote.” It is one of dozens of state-based and national initiatives aimed primarily at turning out Latino voters this fall. Organizations like Univision, Voto Latino, the Latino Victory Project, National Council of La Raza and the Southwest Voter Registration and Education Project are all doing what they can to “capitalize on the momentum to register Latinos,” says Joe Garcia, executive director of Arizona State University’s Morrison Institute Latino Public Policy Center. As of February 2016, there were more than 625,000 registered Latino voters in Arizona, accounting for more than one of every six Arizona registered voters, according to the National Association of Latino Elected and Appointment Officials (NALEO). NALEO estimates that 433,000 Latinos in the state will cast ballots in November. That would be an 8 percent increase over 2012—though most observers regard that as conservative estimate. As a testament to the work done in good part by One Arizona, about 400,000 Latino voters in Arizona voted in 2012, a jump of more than 37 percent over the 2008 presidential election. Nationally, more than 13 million Latinos are expected to vote. Turnout among Latino voters could substantially exceed NALEO’s expectations this fall based on several factors. Aside from the latest One Arizona “Viva the Vote” campaign, incumbent U.S. Sen. John McCain is facing a serious challenge from his Democratic opponent Ann Kirkpatrick. Polls currently show them running neck-in-neck.

Defying early expectations, Arizona also has gone from being a solid red (Republican) state in the presidential matchup to a potential win for the Democrats. Recent polling, however, has Republican nominee Donald Trump running just slightly ahead of the Democratic nominee Hillary Clinton in the presidential race in Arizona. As a sign of growing confidence in Clinton’s chances in Arizona, her campaign has stepped up campaign spending in the state and the national progressive advocacy group, MoveOn, has hired dozens of organizers statewide to promote its agenda. Trump’s quest to win Arizona’s 35 electoral voters has been furthered hampered by what most political analysts regard as a campaign in shambles. As of late August, the Trump campaign was on its third campaign manager in just one year and national polling showed him falling behind Clinton overall. Among Latino voters in Arizona and across the country, Trump is facing more than an uphill battle to win votes. The challenge may be akin to climbing Mount Everest with an elephant strapped to his back. Trump’s “unfavorability ratings” among Hispanics have been consistently hovering at about 80 percent. While One Arizona’s “Viva the Vote” project is an ostensibly nonpartisan campaign, it is aimed primarily are registering Latinos, young people and women—all considered voter blocs that tend to lean anti-Trump and pro-Democrat. Arizona’s registered Latino voters have been historically more likely to be registered Democrats than non-Latinos (43 percent compared to 25 percent, according to NALEO). Similarly, Latinos are far less likely to be registered as Republicans than non-Latinos (14 percent compared to 37 percent). A significant share of Latinos in Arizona are not affiliated with either major party (43 percent). During the last presidential race in Arizona, Latinos voted 3–1 for Barack Obama over Mitt Romney. Given his low regard among Latinos, Trump could lose to Clinton among Latinos by 4 or even 5 to 1 in a historic landslide. The early and sustained backlash among Latino voters against Trump’s candidacy echoes what happened in the early 1990s when California Gov. Pete Wilson, a Republican, used Latino immigrants as a scapegoat for the state’s economic woes during his ultimately winning bid for reelection. Wilson may have won that race, but his party’s campaign tactics turned the state’s Latino electorate against Republicans, which helped California move into the solidly blue (Democratic) state category. The impact of Latino voters in 2016 in Arizona and nationwide will depend largely on turnout but, speaking to News21 of the Cronkite News Service, Garcia said,"[This election] will be the last gasp when it comes to how you can totally disregard an entire ethnic group of voters."

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AZ Latino Voter Fact Sheet: 2016 Election •

•

There are more than 625,000 Latino registered voters

•

More than 13.1 million Latino voters are expected to

in Arizona, accounting for more than one of every six

make their voices heard at the ballot box in Election

(17 percent) Arizona registered voters (as of February

2016, up from 11.2 million in 2012—a 17 percent

2016).

increase.

More than 433,000 Arizona Latinos are expected to

•

In light of the contentious dialogue around immigrations

cast ballots in the November 2016 election. This is an 8

issues in the presidential contest, immigration policy will

percent increase over 2012.

likely play an important role in driving Latino voters to the polls in Arizona and nationwide in 2016.

•

Approximately 400,000 Arizona Latinos voted in the fall election in 2012, an increase of 109,000 voters – or 37.5 percent - from November 2008.

•

To view the full Arizona primary profile, click here or visit the NALEO Educational Fund election website at www.naleo.

The Latino share of the vote in Arizona grew from 11.7

org/election2016.

percent in 2008 to 16.6 percent in 2012. As we near Election 2016, NALEO Educational Fund will •

Latino voter turnout in Arizona during presidential elections grew from 296,000 in 2004 to 400,000 in 2012, an increase of 35 percent.

information necessary to make their voices heard at the ballot box. These efforts include operating the NALEO Educational Fund toll-free bilingual hotline 1-888-VE-Y-VOTA (1-888-839-

•

Arizona has 11 Electoral College Votes.

•

Arizona is home to more than 2.1 million Latinos, approximately 31 percent of the population.

•

continue its efforts to ensure that Latino voters have the

8682) that provides Latino voters with information on every aspect of the electoral process, from registering to vote, to voter ID requirements, to finding their polling place.

Arizona’s Latino registered voters are far more likely to be registered Democrats than non-Latinos (43 percent

About NALEO Educational Fund: NALEO Educational

compared to 25 percent). Similarly, Latinos are far less

Fund is the nation’s leading non-profit organization that

likely to be registered as Republicans than non-Latinos (14 percent compared to 37 percent). A significant share of Latinos in Arizona are not affiliated with either major party (43 percent).

facilitates the full participation of Latinos in the American political process, from citizenship to public service. For more information, visit www.naleo.org.

Source: National Association of Latino Elected and Appointed Officials

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U.S. Eligible Voters U.S. Eligible Voters in 2014In 2014 (In Thousands)

(IN THOUSANDS)

Title

224,963

U.S

CASE STUDY

Copy Here

25,486

AllEligible EligibleVoters Voters

Hispanic Eligible Voters Hispanic Voters

Source: PEW Research Center www.pewhispanic.org/fact-sheets/2016-state-election-fact-sheets/latinos-in-the-2016-election-arizona/

Source: PEW Research Center http://www.pewhispanic.org/fact-sheets/2016-state-election-fact-sheets/latinos-in-the-2016-election-arizona/

Voting Ages Across Various Races in 2014 (BY PERCENTAGE) Voting Ages Across Various Races in 2014 (In Percentage) 34.4 30

31.2 28.8

27.8

27.6

25.9 20.9

16.4

17.1

18.3

17.4

14.5 11.6

18-29

30-44

Hispanic

45-54

White

11.2

10.3

55-64

Black

13.1

65 and older

American Indian

Source: PEW Research Center

Source: PEW Research Center www.pewhispanic.org/fact-sheets/2016-state-election-fact-sheets/latinos-in-the-2016-election-arizona/ http://www.pewhispanic.org/fact-sheets/2016-state-election-fact-sheets/latinos-in-the-2016-election-arizona/

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11.9

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U.S. Hispanic Voter Turnout Since 1988 U.S. Hispanic Voter Turnout Since 1988 66.1

64.2

Title 65.2 64.1

66.6 55.1

CASE STUDY

49.9

Copy Here

White

Black

1988

Hispanic

2008

2012 *Percentage of Eligible Voters Who Said They Voted

Source: PEW Research Center http://www.pewhispanic.org/2016/01/19/looking-forward-to-2016-the-changing-latino-electorate/ Source: PEW Research Center www.pewhispanic.org/2016/01/19/looking-forward-to-2016-the-changing-latino-electorate/

Growth Of Eligible Voters Across Races – 2016) Growth of(2012 Eligible Voters From 2012 to 2016 Across Races 225,778

152,862

156,084

27,402

25,753

Total

White

23,329

Black

2012

27,302

Hispanic

2016

Source: PEW Research Source: PEWCenter Research Center hispanicad.com/agency/research/2016-electorate-will-be-most-diverse-us-history

http://hispanicad.com/agency/research/2016-electorate-will-be-most-diverse-us-history

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9,286

8,032 Asian

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Increase In Latino Voters Over Four-Year Period Increase of Latino Voters In 4 Years (In Millions)

(IN MILLIONS)

Title

28 23.3

CASE STUDY 16.6

Copy Here

13.6

13.5 11.1

Latino Electorate

Latino Registered Voters

2012

Latino Voters

2016

Source: CNN, Latino Voter Registration Dilemma

Latino Potential In Previous Elections (IN PERCENTAGE) Latinos In Previous Elections

82.5

81.5

81.7

57.3

57.9

58.7

45.1

47.2

2004

2012

78.6

58.5 48.3

1992

2000

Latino Registered Voters Of Elegible Latino Voters

Source: CNN, Latino Voter Registration Dilemma

Latino Total Voters Of Those Elegible To Vote

Source: CNN, Latino Voter Registration Dilemma clacls.gc.cuny.edu/files/2016/01/CLACLS-CNNe-Report-1-The-Latino-Voter-Registration-Dilemma.pdf

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Actual Latino Voters Of Those Registered To Vote

Photos Courtesy of

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U.S. Voter Diversity (IN PERCENTAGE)

Title

White

Black Hispanic 2004’s Diversity Votership (In Percentage)

2000’s Diversity Votership (In Percentage) 7

CASE STUDY

2004

HISPANIC

2012’s Diversity Votership Black Hispanic Asian (In Percentage)

White

Black

Hispanic

2008

2000

Copy Here

HISPANIC

2016’s Diversity Votership (In Percentage)

Asian

White

Source: PEW Research Center ource: PEW Research Center 4 http://hispanicad.com/agency/research/2016-electorate-will-be-most-diverse-us-history ttp://hispanicad.com/agency/research/2016-electorate-will-be-most-diverse-us-history Source: PEW Research Center

Black 4

Hispanic

Asian

http://hispanicad.com/agency/research/2016-electorate-will-be-most-diverse-us-history 12

2016

2012

2008’s Diversity Votership (In Percentage)

Asian

HISPANIC

White

Black

Hispanic

HISPANIC

Asian

esearch Center cad.com/agency/research/2016-electorate-will-be-most-diverse-us-history

% 69

The Arizona Voting Population is 2.1% Compared To The Rest of The United States (2014) Black Hispanic Asian (InWhite Percentage)

Source: PEW Research Center 2.1 http://hispanicad.com/agency/research/2016-electorate-will-be-most-diverse-us-history

ARIZONA

97.9

2.1

Arizona

Source: U.S. Census Bureau | Arizona Voting Population

Source: PEW Research Center hispanicad.com/agency/research/2016-electorate-will-be-most-diverse-us-history

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United States

Photos Courtesy of

The Arizona Voting Population Is 2.1% Of The U.S. Voting Population (2014)

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Hispanics Are Increasingly More Interested In InPolitics Hispanics Are Increasingly Interested Politics Hispanics More or Less Interested in Politics Than in 2012

Title

CHANGE IN LEVEL OF INTEREST SINCE 2012

CASE STUDY

53%

Non-Registered Voters

30%

12%

Copy Here

63%

Registered Voters

21%

More Interested

Less Interested

13%

Same

Source: PEW Research Center, "Hispanic Voters and The 2016 Election," July 2016 Source: PEW Research Center, Hispanic Voters and The 2016 Election, July 2016 www.people-press.org/2016/07/07/6-hispanic-voters-and-the-2016-election/ http://www.people-press.org/2016/07/07/6-hispanic-voters-and-the-2016-election/

Top Issues For Hispanic Voters Top Issues For Hispanic Voters

50%

46%

45% 40% 35%

32%

Economy/Jobs Economy/Jobs

Health care Healthcare

25%

Education Education

Hispanic

26%

Taxes

25%

National National Security/Terrorism Security/Terrorism

Non-Hispanic *Among persuadable voters 18+

Source: Univision, Persuadable Hispanic Voters, June 2016 Source: Univision, Persuadable Hispanic Voters, June 2016

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Photos Courtesy of

21%

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Favorability Of Hillary Clinton Favorability of Hillary Clinton Amongst Hispanics Among Hispanics 0%

Title

38%

CASE STUDY

55%

Copy Here

5% 55%

40%

Hispanic

Favorable

Non-Hispanic

Heard of, no opinion

Unfavorable

Have Not Heard of *Among persuadable voters 18+

Source: Univision, Persuadable Hispanic Voters, June 2016

Favorability Of Donald Trump Among Hispanics Favorability of Donald Trump Amongst Hispanics 0%

56% 74% 5% 3%

40%

22%

Favorable

Non-Hispanic

Heard of, no opinion

Unfavorable

Have not heard of *Among persuadable voters 18+

Source: Univision, Persuadable Hispanic Voters, June 2016 Source: Univision, Persuadable Hispanic Voters, June 2016

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Photos Courtesy of

Hispanic

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Since 1996, The Number Of Latinos Serving In Elected Office Has 62%62% Since 1996, The Number of Latinos ServingIncreased In Elected Office Has Increased Number of Latinos Serving In All Levels of Elected Office Nationwide

Title

ALL LEVELS OF ELECTED OFFICE NATIONWIDE

6084

CASE STUDY Copy Here

3743

1996

2014

Source: Center For American Progress, "Latinos Are Shaping The Future of the United States," November 2015 cdn.americanprogress.org/wp-content/uploads/2015/11/23114334/CAP-CIDE-report2-WEB.pdf

Source: Center For American Progress, Latinos Are Shaping The Future of the United States, November 2015 https://cdn.americanprogress.org/wp-content/uploads/2015/11/23114334/CAP-CIDE-report2-WEB.pdf

Photos Courtesy of

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¡Gracias !

The Roman Catholic

Diocese of Phoenix In appreciation to the Arizona Hispanic Chamber of Commerce for its presentation of DATOS. Committed to Faith, Family and Education. dphx.org

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Arizona Eligible Voter Population In 2014 Arizona Eligible Voter Population in 2014 (IN THOUSANDS) (In Thousands) 4,604

Title

CASE STUDY Copy Here

992

Arizona

Eligible Voters

Hispanic Eligible Voters Eligible Hispanic Voters

Source: PEW Research Center

www.pewhispanic.org/fact-sheets/2016-state-election-fact-sheets/latinos-in-the-2016-election-arizona/ Source: PEW Research Center http://www.pewhispanic.org/fact-sheets/2016-state-election-fact-sheets/latinos-in-the-2016-election-arizona/

Share Of Eligible Latino Voters In Arizona vs. U.S. Share of Eligible Latino Voters (In Percentage)

(IN PERCENTAGE)

21.5

11.3

Arizona

Total U.S.

Source: PEW Research Center www.pewhispanic.org/interactives/mapping-the-latino-electorate-by-state/

Source: PEW Research Center http://www.pewhispanic.org/interactives/mapping-the-latino-electorate-by-state/

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Photos Courtesy of

VOTE

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Arizona Latino Voter Turnout Arizona Latino Voter Turnout In The Past 3 Elections In Past 3 Presidential Elections

Title

400,000

CASE STUDY

296,000

291,000

Copy Here

2004

2008

2012

Source: NALEO | AZ Latino Voter Fact Sheet: 2016 Election

www.naleo.org/election2016 Source: NALEO | AZ Latino Voter Fact Sheet: 2016 Election www.naleo.org/election2016

13 Percent of Arizona Voters in 2012 Election Were Hispanic 13 Percent of Arizona Voters in 2012 Election Were Hispanic 13%

2012

VOTE

HISPANIC

Total Registered Registered Voters Total Voters

Photos Courtesy of

87%

Total Registered Total Hispanic Registered HispanicVoters Voters

Source:Univision Univision, Univision Gateway to Hispanic America, May 2016 Source: Univision, is the Gatewayistothe Hispanic America, May 2016 hispanic-vote.corporate.univision.com/dma/#!/arizona/phoenix http://hispanic-vote.corporate.univision.com/dma/#!/arizona/phoenix

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16 Percent of Registered Voters In Arizona Are Hispanic

16 Percent of Registered Voters in Arizona Are Hispanic

Title

16%

CASE STUDY

Copy Here

VOTE

HISPANIC 84%

Registered Voters Total Registered Voters

Hispanic Registered Registered HispanicVoters Voters

Source: Univision, Univision is the Gateway to Hispanic America, May 2016 Source:hispanic-vote.corporate.univision.com/dma/#!/arizona/phoenix Univision, Univision is the Gateway to Hispanic America, May 2016 http://hispanic-vote.corporate.univision.com/dma/#!/arizona/phoenix

Hispanics Voters Ages 35-49 Comprise About ¼ of Total Hispanic Voters In Arizona Hispanics Voters Ages 35-49 Comprise About 1/4 of Total Hispanic Voters in Arizona Age Distribution of Hispanic Voters in Arizona

AGE DISTRIBUTION OF HISPANIC VOTERS IN ARIZONA 15%

15%

35-49

23%

1/4

21%

18 to 24

25 to 34

35 to 49

50 to 64

65+

Source: Univision, Univision is the Gateway to Hispanic America, May 2016

Source: Univision, Univision is the Gateway to Hispanic America, May 2016 http://hispanic-vote.corporate.univision.com/dma/#!/arizona/phoenix hispanic-vote.corporate.univision.com/dma/#!/arizona/phoenix

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26%

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State of Latino Arizona 2016 (SoLA16) – A Tale of Two School Districts CASE STUDY DAVID R. GARCIA, PH.D., MARY LOU FULTON TEACHERS COLLEGE, ARIZONA STATE UNIVERSITY ANABEL APORTELA, PH.D., ARIZONA SCHOOL BOARDS ASSOCIATION AND ARIZONA SCHOOL BUSINESS OFFICIALS

COMPARISON OF SUNNYSIDE UNIFIED AND CATALINA FOOTHILLS UNIFIED SCHOOL DISTRICTS SUNNYSIDE

CATALINA FOOTHILLS

DIFFERENCE

Enrollment 2015-2016

16,304

4,788

11,516

Percent Latino

88%

22%

66%

Percent F/R Lunch

84%

12%

72%

Percent ELL

15%

13%

Percent Special Education (Group B)

-2%

Percent of Students Passing AZMerit (2015)

16%

63%

-47%

State Formula Funding for FY2017

$5,053

$5,090

Dropout Prevention

$15

Override

$1,062

$(1,062)

Debt Service (Bonds)

$920

$679

$241

Adjacent Ways

$48

Total Federal Funds

$1,125

$230

$895

Classroom Site Fund

$393

$397

$(4)

The lack of equitable state and local funding is the overarching policy issue that arises from the report. Equitable funding means that school districts and charter schools serving students with greater needs receive additional resources so that all students are provided an equal opportunity to achieve.

Prop 123 funding ($50 million)

$45

$(0)

Tax Credits

$14

$222

$(208)

$7,613

$7,724

$(111)

Finding: Majority Latino districts face greater educational and financial challenges than their counterparts. The Sunnyside Unified and Catalina Foothills Unified School Districts are both located in Pima County and serve students in the Tucson metropolitan area. Sunnyside serves a higher percentage of students living in poverty, a higher percentage of second-language learners and has lower academic achievement levels than Catalina Foothills. Sunnyside also has significantly less property wealth than Catalina Foothills (see Table 1). Those differences determine each district’s access to local, state and federal funds.

SecondaryTaxRate

2.5799

1.5793

1.0006

SecondaryAV - Per Pupil

$25,222

$116,632

$(91,410)

The State of Latino Arizona 2016 (SoLA16) is a “policy forward” report focused on school finance because funding is the lifeblood of public education and an important indicator of the state’s priorities. To examine the impact of school funding policies on Latino students, we disaggregated data for school districts and charter schools by the percentage of Latino student enrollment. We analyzed data on student demographics, academic achievement and funding sources to address the question: How do Latino students fare under Arizona’s school funding policies? This case study of two school districts follows the same analytical approach as the report while highlighting the major statewide findings.

Finding: State formula funding yields relatively equal amounts, but is not equitable. According to our analysis of school funding, it is apparent that Arizona’s commitment to majority Latino school districts, like Sunnyside, is not equitable. High-needs school districts are not provided additional state formula funding to meet greater student needs. Despite its larger share of students living in poverty and learning English, Sunnyside received

FUNDING PER PUPIL

Total ALL FUNDS

$(37)

PROPERTY WEALTH AND TAX RATES (FY2015)

PrimaryTaxRate

3.4565

3.1273

0.3292

PrimaryAV -Per Pupil

$24,967

$116,056

$(91,090)

Table 1. *All data are for the 2015-2016 school year unless indicated otherwise.

slightly less in state formula funding than Catalina Foothills, a difference of approximately $37 per pupil. These per pupil amounts illustrate how Arizona’s equalization formula functions—all districts receive roughly the same amount per pupil if they have similar special education rates. Finding: Declines in state formula funding have compelled school districts to rely more heavily on local funding sources, such as bonds and overrides. Majority Latino districts have access to less property wealth and tax themselves at higher rates. Majority Latino school districts typically have less property value wealth than other districts. As shown in Table 1, Sunnyside’s Secondary Assessed Value is $25,222 per

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STATE OF LATINO ARIZONA 2016 (SOLA16) – A TALE OF TWO SCHOOL DISTRICTS

Title Finding: Majority Latino school districts rely heavily on

pupil compared to $116,632 per pupil in Catalina Foothills. As our report points out, fewer Latino enrollment districts propose bonds and overrides than other districts. In this case, Sunnyside does not have an override in effect. Catalina Foothills, on the other hand, receives $1,062 per pupil from its override. Both districts do have bonds, with Sunnyside residents paying more in debt service. When combined, Copy Herethere are significantly more voter-approved local however, funds flowing to Catalina Foothills than to Sunnyside, despite the latter’s higher secondary tax rate.

federal funds as a source of equitable funding. Federal funds are an important source of equitable funding for majority Latino school districts. Unlike state funds, federal dollars are largely allocated based on the percentage of students who qualify for free and reduced lunch, a general measure of poverty. As a result, Sunnyside received approximately $895 per pupil more in federal funds than Catalina Foothills. This does not completely close the gap in funding created by state and local sources, nor does it fully address the needs of Sunnyside students, but it does provide much needed assistance to the district. This is something that policymakers consider as they negotiate with the federal government.

CASE STUDY

Finding: Public school tax credits, like other sources of local revenues to districts, exacerbate inequalities. Public school tax credits encourage families to pay for extracurricular programs directly and receive a dollar for dollar credit toward their state income tax. Schools with high Latino enrollment received the least amount in contributions from public school tax credits. In this case, Sunnyside received only $13.90 per pupil in public school tax credits compared to $212.54 per pupil in Catalina Foothills.

The full report is available online at outreach.asu.edu/ reports/state-latino-arizona. The report was made possible through partnerships with Arizona State University, Arizona Community Foundation, Phoenix Industrial Development Authority and Arizona Public Service.

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2016 Electorate Will Be The Most Diverse In U.S. History February 05, 2016 By JENS MANUEL KROGSTAD

The U.S. electorate this year will be the country’s most racially and ethnically diverse ever. Nearly one-in-three eligible voters on Election Day (31%) will be Hispanic, black, Asian or another racial or ethnic minority, up from 29% in 2012. Much of this change is due to strong growth among Hispanic eligible voters, in particular U.S.-born youth. An analysis of changes in the nation’s eligible voting population – U.S. citizens ages 18 and older – offers a preview of profound U.S. demographic shifts that are projected to continue for decades to come. While the nation’s 156 million non-Hispanic white eligible voters in 2016 far outnumber the 70 million eligible voters that are racial or ethnic minorities, their growth lags that of minority groups. As a result, the non-Hispanic white share of the electorate has fallen from 71% in 2012 to 69%.

2016 voters most diverse ever Another reason growth has lagged among non-Hispanic white eligible voters is that they’re underrepresented among young people born in the U.S. who turn 18 – the group most responsible for the nation’s growth in eligible voters. Non-Hispanic whites accounted for 57% of the 16 million new eligible voters who turned 18 between 2012 and 2016. By comparison, racial ethnic minorities – who make up 31% of the electorate – accounted for 43% of new eligible voters born in the U.S. who turned 18. 2016 voters most diverse ever % among eligible voters

Since 2012, whites have had the least growth in eligible voter Projected change of the voting-eligible population by race/Hispanic origin

All figures in thousands

Note: Elegible voters are U.S. citizens ages 18 and older. White, Black and Asian includes only non-Hispanics. Hispanics are of any race. American Indians, Native Hawaiian/Pacific islanders and multi-race Americans not shown. Source: Pew Research Center estimates based on American Community Survey (2008-2014), November Current Population Survey (2008-2015) and the Puerto Rican Community Survey (2008-2014).

Note: Elegible voters are U.S. citizens ages 18 and older. White, Black and Asian includes only non-Hispanics. Hispanics are of any race. American Indians, Native Hawaiian/Pacific islanders and multi-race Americans not shown. Source: For 200-2012, Pew Research Center tabulations of the Current Population Survey, November Supplements. For 2016 Pew Research Center estimates based on American Community Survey (2008-2014), November Current Population Survey (2008-2105) and the Puerto Rican Community Survey (2008-2014).

There are 10.7 million more eligible voters today than there were in 2012. More than two-thirds of net growth in the U.S. electorate during this time has come from racial and ethnic minorities. Hispanics, blacks, Asians and other minorities had a net increase of 7.5 million eligible voters, compared with a net increase of 3.2 million among non-Hispanic white eligible voters.

Unlike other groups, most growth in the Asian electorate has come from naturalizations – immigrants becoming U.S. citizens. Since 2012, 60% of new Asian eligible voters have gained the right to vote by this means. By comparison, 26% of new Hispanic eligible voters came from naturalizations during this time.

The growth among non-Hispanic white eligible voters has been slower than among racial or ethnic minorities in large part because they are overrepresented in deaths due to an aging population. Non-Hispanic whites make up 69% of U.S. eligible voters, but accounted for 76% of all eligible voters who died (6.6 million of 8.7 million) between 2012 and 2016.

While the U.S. electorate is growing more diverse, there’s a caveat when it comes to the impact of these changes: the relatively low voter turnout rates among Hispanics and Asians. In the 2012 presidential election, 64% of nonHispanic white eligible voters cast ballots, as did 67% of black eligible voters. By comparison, the voter turnout rate was 48% among Hispanics and 47% among Asians.

Source: Pew Research Center hispanicad.com/agency/research/2016-electorate-will-be-most-diverse-us-history

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83 Percent Of Hispanic Registered Voters In Arizona Identify With Either The Democratic Or Independent Party

Title

83 Percent of Hispanic Registered Voters in Arizona Identify With Either The Democratic or Independent Party Percent of Total Hispanics in AZ PERCENT OF TOTAL HISPANICS IN AZ 1%

CASE STUDY

Copy Here

42%

41%

16% Democrat

Republican

Independent

Other

Source: Univision, Univisionto is the Gateway to Hispanic America, Source: Univision, Univision is the Gateway Hispanic America, May 2016May 2016 http://hispanic-vote.corporate.univision.com/dma/#!/arizona/phoenix hispanic-vote.corporate.univision.com/dma/#!/arizona/phoenix

Photos Courtesy of

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ARIZONA LATINO VOTER ATTITUDE SURVEY

Open Primaries is a movement of diverse Americans who believe in a simple, yet radical idea: no American should be required to join a political party to exercise his or her right to vote.

The mission of Open Primaries is to advocate for open and nonpartisan primary systems, counter efforts to impose closed primaries, educate voters, train and support spokespeople, and participate in the building of local, state and national open primaries coalitions. Open Primaries

Open Primaries Arizona

36 West 25th Street – 9th Floor New York, NY 10010 646.205.0202 www.openprimaries.org

20 E Thomas Road #2200 Phoenix, AZ 85012 623.455.6076 2 www.openprimariesaz.org

Source: www.openprimaries.org

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METHODOLOGY Study of Arizona Latino Voters Methodology Statement The Open Primaries - Arizona Latino Voter Study was a survey of 1500 Latino Registered Voters conducted from November 6th through November 15th, 2015 by Bendixen & Amandi International. The 1500 completed interviews were equally divided between high frequency voters (defined as those who had participated in 3 or 4 of the last 4 elections) and low frequency voters (defined as those who had participated in 0, 1 or 2 of the last 4 elections) and were further divided in each group to properly represent Latino voter registration in each of Arizona’s 9 Congressional Districts. Registered Democrats, Republicans and Independent voters were all included in the sample. The sample selection process for this study was a representative random sample of registered Latino voters using a nth sample selection process including both landlines and cell phones across the Arizona database of registered voters. The process for selecting Latino registered voters from these voter files is extremely accurate. The respondents were interviewed by professionally trained bi-lingual interviewers and were provided with language of choice interviewing either to have the survey conducted in English or Spanish. This study has a margin of error of +/- 2.5% at a 95% level of confidence. Respondents were advised that the survey is being conducted by an independent research organization and that we will not attempt to sell anything to them. Additionally, respondents were advised that all responses are kept strictly confidential and none of the answers they provided will be attributed to them personally or associated with their name or personal information. All respondents were screened to ensure that they were Latino, over the age of 18 and registered to vote.

KEY FINDINGS ARIZONA LATINO VOTER SURVEY  Latino voters in Arizona are disillusioned with the state of politics. 75% believe that elected officials are mainly loyal to their party, not their constituents. 93% support changes to the electoral system that would foster more accountability. 90% of Latinos think their community needs new strategies and new ways of empowerment.  Latinos respect the electoral gains they have made within the Democratic Party, but also believe it is important to make inroads within the Republican Party. They understand the growing trend towards independence (41% of Arizona Latinos are now registered to vote as independents), and express a strong desire to vote for the best candidates, regardless of party.  Latinos are critical of government leaders for failing to bring Arizonans together across cultures, and 67% express concern that they are rarely if ever contacted by candidates asking for their votes. 4

Source: www.openprimaries.org

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LATINO VOTER PERCEPTIONS OF THE POLITICAL LANDSCAPE IN ARIZONA

What do you consider to be the top issues facing the State of Arizona today? UP TO THREE RESPONSES ACCEPTED, TOTAL EXCEEDS 100% 60%

54% 48%

50%

36%

40% 30%

16%

20%

10% 0%

Education

Immigration

Jobs & Economy

Healthcare

State budget

Taxes

Community Division

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

4% Youth Programs

Source: www.openprimaries.org

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4% Transportation

3% Don't know/no answer

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Arizona is a state with many different communities and cultures. How would you rate how successful Arizona’s government leaders have been in respecting all cultures in bringing people in the state together: Excellent, Good, Fair, or Poor?

Excellent/Good

26%

21%

73%

36%

37%

Fair/Poor

Don't know/No answer

10%

20%

30%

40%

50%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

60%

70%

80%

BY PARTY

Excellent/Good Fair/Poor Don’t know/No answer

INDEPENDENT

DEMOCRAT

REPUBLICAN

23% 75% 2%

18% 80% 2%

44% 54% 2%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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Do you think the Latino community has the elected political representation that it needs?

27%

Yes

67%

No DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Do you think the Latino community has the elected political representation that it needs?

BY PARTY

INDEPENDENT

DEMOCRAT

REPUBLICAN

Yes

24%

32%

22%

70%

62%

71%

Don’t know/No answer

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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Do you think your elected officials in the state legislature and in Congress are mainly loyal to their community or mainly loyal to the political party they belong to?

80%

75%

70% 60% 50%

40% 30%

10%

20%

10% 0%

Party

Community

Both

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

No answer

Would you support changes to our election system that would foster elected officials being more loyal and accountable to the voters?

Yes

93%

No DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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Do you think we need new strategies and new ways for empowerment?

8% Yes

90%

No DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

A group of Latino Republican leaders held a press conference recently criticizing some Republican presidential candidates for demeaning remarks about immigration. Do you expect the Republican Party will take action in response?

Yes

39%

53%

No DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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Latinos are the fastest growing segment of the population in Arizona and represent a large portion of Arizona’s registered voters. 21% of all eligible voters in Arizona are Latino and that number is projected to be 25% by 2030. However, Latinos only represented 14% of votes cast in the last election. I’d like to read you a few statements about why Latinos in Arizona may not be voting. For each statement please tell me whether you think the statement is true or false.

People are too busy to vote. 1%

31%

68%

True False DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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EXCERPT

The important political decisions are made before people get to vote. So it doesn’t matter who the people vote for. 3%

True

47%

50%

False DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

The important political decisions are made before people get to vote. So it doesn’t matter who the people vote for.

BY PARTY

INDEPENDENT

DEMOCRAT

REPUBLICAN

True

50%

49%

36%

False

47%

62%

Don’t know/No answer

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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Most politicians don’t understand or care about the Latino community, so why bother to vote?

True

51%

46%

False DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Most politicians don’t understand or care about the Latino community, so why bother to vote?

BY PARTY

INDEPENDENT

DEMOCRAT

REPUBLICAN

True

50%

61%

35%

False

46%

37%

62%

Don’t know/No answer

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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Most politicians don’t understand or care about the Latino community, so why bother to vote?

BY LANGUAGE OF INTERVIEW

ENGLISH

SPANISH

True

48%

60%

False

49%

37%

Don’t know/No answer

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Candidates rarely contact us, and we don’t really understand the choices. 2%

31%

True

67%

False DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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WHY ARE LATINO VOTERS UNDERPERFORMING? SUMMARY

TRUE

FALSE

Candidates rarely contact us, and we don’t really understand the choices.

67%

31%

Most politicians don’t understand or care about the Latino community, so why bother to vote?

51%

46%

The important political decisions are made before people get to vote. So it doesn’t matter who the people vote for.

47%

50%

People are too busy to vote

31%

68%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Historically, the majority of the Latino electorate in Arizona has tended to support the Democratic Party and Democratic candidates and has become an important element of the Democratic coalition in the state. This has resulted in a number of elected Latino members of Congress, the state legislature, and local government. I’d like to ask you a few questions about the historic linkages between the Latino community and the Democratic Party in Arizona. For each of the following statements, please tell me whether you agree or disagree with the statement.

Source: www.openprimaries.org

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The Democrats in Arizona have no power so even when Latinos are elected as Democrats they cannot accomplish anything.

25%

Strongly/Somewhat agree

53%

32%

21%

Somewhat/Strongly disagree

44%

19%

Don't know/No answer

10%

20%

30%

40%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

50%

60%

The Democrats in Arizona have no power so even when Latinos are elected as Democrats they cannot accomplish anything.

BY AGE

18-34

35-49

50-64

65+

Strongly/Somewhat agree

36%

41%

46%

50%

Somewhat/Strongly disagree

62%

57%

51%

45%

Don’t know/No answer

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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The Democrats in Arizona have no power so even when Latinos are elected as Democrats they cannot accomplish anything.

BY LANGUAGE OF INTERVIEW

ENGLISH

SPANISH

Strongly/Somewhat agree

40%

54%

Somewhat/Strongly disagree

58%

43%

Don’t know/No answer

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Republicans are the majority party in Arizona and don't care about Latino issues, Latinos should become more active in the Republican Party because there is power in the majority.

36%

Strongly/Somewhat agree

14%

Somewhat/Strongly disagree

19%

55%

41%

27%

Don't know/No answer

10%

20%

30%

40%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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60%

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EXCERPT

Republicans are the majority party in Arizona and don't care about Latino issues, Latinos should become more active in the Republican Party because there is power in the majority. BY PARTY

INDEPENDENT

DEMOCRAT

REPUBLICAN

Strongly/Somewhat agree

56%

50%

64%

Somewhat/Strongly disagree

40%

48%

32%

Don’t know/No answer

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Latinos are on the right track in Arizona. It’s just a matter of time before Latinos gain more influence. The Latino community should stick with the Democrats.

32%

Strongly/Somewhat agree

27%

36%

22%

14%

Somewhat/Strongly disagree

59%

Don't know/No answer

10%

20%

30%

40%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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60%

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EXCERPT

While many Latino Democrats have been elected to office they have not been able to deliver on the issues the Latino community cares about.

37%

Strongly/Somewhat agree

16%

Somewhat/Strongly disagree

68%

31%

27%

11%

Don't know/No answer

10%

20%

30%

40%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

50%

60%

INSIGHTS INTO THE INDEPENDENT VOTER

Source: www.openprimaries.org

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EXCERPT

41% of Arizona Latinos are registered to vote as independents. Among young voters, it is even higher. I’d like to read you a few statements about why Latinos in Arizona may be registering as independents. For each statement please tell me whether you think the statement is true or false. ASKED ONLY OF REPUBLICANS AND DEMOCRATS

People register as independent because they feel they don’t know enough about politics to join one or the other party. ASKED ONLY OF REPUBLICANS AND DEMOCRATS 3%

54%

43%

True False DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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Being an independent is a way to focus on the candidates and the issues. ASKED ONLY OF REPUBLICANS AND DEMOCRATS 5%

34%

61%

True False DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

The major political parties spend too much time fighting and not enough time solving problems so it makes sense not to join. ASKED ONLY OF REPUBLICANS AND DEMOCRATS 2%

22%

76%

True False DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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Latinos want to see good candidates, regardless of what party they are in. ASKED ONLY OF REPUBLICANS AND DEMOCRATS 2%

10% True

88%

False DK/Refused

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

41% of Latino voters in Arizona are now registered as Independents. Speaking from your own experience, we would like to learn what the motivation is for deciding to become an independent. ASKED ONLY OF INDEPENDENTS

Source: www.openprimaries.org

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Which of the following best describes why you chose to register as an Independent? ASKED ONLY OF INDEPENDENTS, UP TO TWO RESPONSES ACCEPTED – TOTALS EXCEED 100%

51%

60% 50% 40% 30%

21%

20%

15%

12%

10% 0%

I want to be able to vote for the best candidate

I don't want any party telling me who to vote for

I am Independent

The political climate in Arizona is too partisan and negative

I did not know much about either party

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

2% I don't want to get mail or phone calls

Other

PROFILE OF THE ARIZONA LATINO VOTER

Source: www.openprimaries.org

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Age

19%

24%

27%

30%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

18-34

35-49

50-64

65+

Male

Female

Gender

53%

47%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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What is the highest level of education that you have completed? 35%

31%

35%

25%

30% 25% 20%

15% 10%

7% 2%

5% 0%

Elementary school

Highschool/GED

Two-year or technical school

College graduate

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Don't know/No answer

What is your total annual household income before taxes? 25% 25% 20%

20% 17% 14%

13%

15%

11%

10% 5% 0%

Less than $25K

$25-50K

$50-75K

$75-100K

$100K+

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Source: www.openprimaries.org

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How long have you lived in Arizona?

73%

80% 70% 60%

50% 40% 30% 20%

10%

Less than 5 years

6-10 years

11-15 years

16-20 years

20+ years

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

Don't know/No answer

Congressional District 27%

30% 25% 20%

16%

15%

15% 10%

8% 5%

5% 0%

CD 1

CD 2

CD 3

CD 4

CD 5

CD 6

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

CD 7

Source: www.openprimaries.org

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CD 9

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Do you consider yourself to be conservative, moderate, or liberal?

24%

Very/Somewhat conservative

39%

15%

32%

Moderate

Somewhat/Very liberal

11%

Don't know/No answer

4% 0%

25%

14%

10%

15%

20%

25%

ARIZONA LATINO VOTERS SURVEY NOVEMBER 2015

FOR MORE INFORMATION, CONTACT:

30%

35%

40%

FERNAND R. AMANDI

PRINCIPAL 305.529.9916 FAMANDI@BENDIXENONLINE.COM

Source: www.openprimaries.org

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PROFILE

New ASU Center Named For Congressman Pastor To Engage Students In Politics And Public Policy PROFILE interested in careers in public service or politics.

By PAUL ATKINSON & HEATHER BESHEARS Ed Pastor grabs a white board marker and begins to write.

“If I’m a nursing student, I need to know about health policy in Arizona and how we compare to other states and other countries,” said Olivas. “Similarly, if I am going in to civil engineering, I need to know about decision making in determining what roads get built, how roads get built, who decides what neighborhoods look like. Arts and humanities students have a lot to offer in terms of strategies to dramatize public issues and get people emotionally engaged and committed to take action. Every field has political ramifications.”

For most of his 23 years in Congress, Pastor had an office on the first floor of the nine story building that houses ASU Downtown in Phoenix. Now retired, Pastor has an office on the seventh floor. Dressed in a blue oxford shirt and dark slacks, he writes in cursive “You can if you get off your can” and underlines the last word. He says the phrase out loud and chuckles. He first heard the phrase in 1972 from the Rev. Jesse Jackson while working for the Rainbow Coalition. “When you get off your can, you’re going to be more effective,” he explained during an interview last year on KJZZ, the local National Public Radio affiliate. Pastor was there to talk about lending his name and $1 million dollars in leftover campaign funds to create The Congressman Ed Pastor Center for Politics and Public Service. The Center was the brainchild of Jonathan Koppell, dean of the College of Public Service and Community Solutions at ASU downtown. In Congress, Pastor had a reputation for shunning the limelight most politicians seek. “I learned very quickly in politics when I became a (Maricopa County) supervisor, you can be a show horse or a work horse,” Pastor once told reporter Brahm Resnik on the 12 News’s "Sunday Square Off." “A show horse — you did things to get on radio and television. A work horse — you did your job and people appreciated what you did.” For most of his tenure in Congress, Pastor served as a chief deputy whip for the Democratic caucus. The job required having the respect of peers and the ability to persuade them to vote for bills they might initially oppose. The task suited Pastor well.

To achieve its goals, the Center will host election forums and debates aimed at races and issues that may not get a lot of attention. The center also plans to sponsor campaign workshops in non-election years. Professionals involved in statewide and congressional campaigns will be asked to participate in workshops that offer frank discussions to help students better understand the nature of modern elections and what it takes to run a successful campaign. Students will also be introduced to key political and policy figures through a distinguished visiting fellows program. In August, the Center partnered with the Arizona Hispanic Chamber of Commerce to host a Community Town Hall with U.S. Sen. Jeff Flake, who discussed a wide range of issues from water policy to the 2016 presidential campaign. “Our job is to prepare our students to be engaged in the world and to be skillful, effective members of their communities in terms of the democratic processes and community problem solving,” said Olivas. This article was written by Paul Atkinson, assistant director for the College of Public Service and Community Solutions at ASU Downtown. Heather Beshears, director of strategic marketing and communications for the College of Public Service and Community Solutions contributed to this report. It was edited for space and republished with permission from ASU. To read the full version of this article, visit http://bit.ly/2bEPX0n.

“It’s about how he connected important constituents with the services that they needed,” Koppell said. “It’s about how he brought together different interests to work together instead of against one another.” It’s that approach to politics that the Center’s Executive Director Alberto Olivas Reyes wants ASU students to learn. Reyes notes that the Pastor Center is not just for students

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Arizona’s EDUCATION and TRAINING PARTNER

Notes

The Maricopa Community Colleges are leaders in business and industry workforce training, fulﬁlling the job training needs of employers throughout Maricopa County for over ﬁve decades. • Largest provider of workforce training in Arizona

• Educating more than 200,000 credit and non-credit students annually

• Maintaining partnerships with hundreds of local organizations

• Attracting an estimated $7.3 billion in direct and indirect economic beneﬁts to the County

• Providing aﬀordable, quality education

• Oﬀering customized non-credit training for employers and organizations through the Corporate College

maricopa.edu

The Maricopa County Community College District (MCCCD) is an EEO/AA institution and an equal opportunity employer of protected veterans, and individuals with disabilities. All qualiﬁed applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, or national origin.

NOTES

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Counting On The “New American Majority” To Vote By EDUARDO SAINZ There’s never been a more unpredictable election year, or one where the stakes are so high. Arizona is looking more and more like it will play a pivotal role in deciding the direction of our country. Voters will have a critical chance to choose between two starkly different Americas. For the first time in our nation’s history the majority of voters deciding America’s future will be unmarried women, people of color and young voters, called the New American Majority. These people make up the majority of eligible voters, but that’s only if they’re registered to vote and come out to the polls.

GOAL: REGISTER 75,000 VOTERS IN 2016

As the new Arizona deputy director of Mi Familia Vota in Arizona, I know how important having access to voting can be, and how it changes communities for the better. Mi Familia Vota has a legacy of empowering Arizona voters and giving them a voice. One Arizona, a non-partisan coalition created in 2010 to combat attacks on voters and the Latino Community, is leading the voter-registration effort in Arizona. Mi Familia Vota has been part of this coalition since it began. We have a historic goal of registering 75,000 voters in 2016, and together with national partners we will register over 200,000 people. Since 2010, One Arizona partners have registered over 110,000 new voters. We’re also signing up every new eligible voter on the Permanent Early Voting List, so they easily get their ballot early and in the mail for every election. Our efforts have added 105,000 Latinos to the Permanent Early Voting List. There are now 300,000 Latinos on the list, and half of the growth since 2010 has been due to One Arizona’s work.

ELIGIBLE, BUT TOO FEW ARE REGISTERED

Arizona is full of the people who will decide our future. Unmarried women, Latinos, African-Americans and Millennials make up a strong majority — 60 percent — of the eligible voters in our state, but 43 percent of them are not registered to vote. The percentage of unregistered young voters is even higher: Fifty-three percent of Millennial Arizonans aren’t registered to vote. The Voter Protection Center and other like-minded groups are trying to close that gap.

Eduardo Sainz (Photo: Courtesy of Mi Familia Vota)

That’s why the Voter Participation Center is mailing 474,000 voter-registration applications into Arizona. The Voter Participation Center is dedicated to increasing the participation of underrepresented groups in our democracy. By mailing voter-registration applications to prospective voters, the center enables eligible individuals to fill in, sign the applications and mail them straight to their local election registrars’ offices in pre-addressed envelopes to be certified by government officials. The Voter Participation Center is also providing prospective voters with the online address for the secretary of state’s website and phone numbers to their county supervisor of elections. Another idea for registering voters is automatic voter registration. This system would use current information from secure databases to register and update the registration status of eligible voters. It would lower taxpayer costs and reduce the types of human errors we saw during the March 22 Presidential Preference Election. With common-sense reforms like automatic voter registration we can reduce errors that could prevent eligible voters from exercising their fundamental rights. And in a year when so much is on the line, it’s imperative that Arizona allows as many people as possible to register and vote. Eduardo Sainz is the new Arizona deputy director of Mi Familia Vota. Email him at eduardos@mifamiliavota.net; follow on Twitter, @MiFamiliaVotaAZ. This article was originally published in The Arizona Republic newspaper. It is republished here with permission from Mi Familia Vota.

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CASE STUDY

Former Arizona Superintendent Of Public Schools Candidate David Garcia Talks About Lessons Learned On The Campaign Trail • GARCIA RAN IN 2014, LOSING IN CLOSE RACE. DATOS INTERVIEWED DAVID TO TALK ABOUT HIS EXPERIENCE RUNNING FOR STATEWIDE OFFICE IN ARIZONA J: David, how did you prepare yourself to run for statewide office? D: I took a good long look at myself. We had the opportunity for Lori (David’s wife) and I to get in front of (a focus group of) 10 people who ran the political gamut, far left, far right. They asked us all kinds of things: infidelity, taxes, spanking kids, military record, you name it. J: This was a vetting process? D: I wanted Lori to be part of that, because this is a family deal. So I wanted us to be ready in terms of the reaction of the candidacy, what people are going to say, how people are going to react. Other states appoint this position and you end up with someone with education experience. In our state, we elect the position. It’s the political process I wanted to get a handle on. J: You found it helpful? D: I found it eye opening. In fact, a couple of things…will always stick with me. One of them said, “I suggest you have a conversation about your picture and your family’s picture on your materials.” Because, he said, “With your last name, I wouldn’t know if you’re short and dark or light and tall. And for people like me, it’s important to know that.” He was right. Whether you like it or not, you throw Garcia on a sign and (people draw conclusions). We look like we could fit in anywhere. J: It’s interesting because I’ve seen a lot of candidate’s signs and it’s just their name and what they are running for. D: Right. There was a big discussion as to whether we wanted the girls in our materials. We decided we did, and it was a good decision. J: What was the concern? D: Safety. There was just an understanding that the (children) were going to be in the spotlight for a little bit.

J: Those pictures wouldn’t just be on signs… D: They end up on our website. Channel 3 comes out and they’re doing a candidate profile. “Do you mind if your daughters are in the story?” J: What about the time commitment? D: That’s where family comes in. Lori took over a lot of things because of the (campaign) commitment. J: And she’s a busy lady. D: She is a busy lady. We had other family help. One of the things I knew that I think most people don’t is mostly your time is (spent) calling people and asking for money. That is what you do. I was on the phone 15 hours or 20 hours a week. I was in a room…just calling people I’ve never met and I’m asking for money. Our goal was, first and foremost, get them to look at the website. Then we would call back, and about the third time we might get a little bit of something.

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FORMER ARIZONA SUPERINTENDENT OF PUBLIC SCHOOLS CANDIDATE DAVID GARCIA TALKS ABOUT LESSONS LEARNED ON THE CAMPAIGN TRAIL Other people shock the heck out of you. “Yeah, I’ll donate to you.” Fifteen minutes later, $200, $300, $400 shows up. It’s reaffirming, but it’s a grind. Most people say, “You guys are just asking for money.” I told them, “I’m not calling for money. I’m calling to win.” J: Again, what about the impact on your family? D: We made it a family affair. We wanted this to be a positive experience for our daughters. That really was important to me. I said no to a lot of campaign managers. One of them sat me down and said, “Say goodbye to your family.” I told him, “You’re done, I’m not going to go that route.” He said, “Well, you don’t really want to win.” I said, “No, I do, just there are other ways.” We ended up with a campaign manager who had a value system a lot like mine. We took (the girls) with us everywhere. That part of the campaign was just beautiful. I can’t tell you how many times I called folks and said, “We’re going over to your house (for a fundraiser) and I’m going to bring my daughters. Is that okay?” “Yeah, I have two daughters, my grandkids have a playroom.” One I will always remember, in Peoria, said, “We have a desert tortoise that’s hatching...” So I’m standing here on a basketball court, and (the girls) are kind of below me and I can see my daughters going nuts. They were watching these desert tortoises hatch, and I’m giving a speech. That part was really cool. J: In the end, do you think the girls are better for it? D: I think they are so much better for it. One thing, when it was over, months later, we were driving down the street and Lola said, “Papa, when you’re David Garcia again...” And I said, “What do you mean, baby?” “When you’re David Garcia” I said, “Who’s David Garcia?” “David Garcia,

when you show up and you tell people you’re David Garcia and you get up and talk…” And so, they call this “alter-ego”. The youngest one said, “Papa, when you’re David Garcia again, you should have mariachis follow you around.” J: Let’s talk about money. Did you have a goal? D: We did. Money is obviously important because it is going to get people out (out to vote), but what it really does is it makes people take you seriously. I said, “How much do I need to raise?” Remember, you’re down ballot. You’re way down the line in terms of raising money. We set a goal of raising $500,000, which was really ambitious. I remember sitting across from people who are political and they were shaking their head like, “You don’t know what you’re talking about.” We did it! We put in $500,000, and $700,000 came from outside. But that $700,000 (spent by independent expenditure groups) was only possible because we got to $500,000. J: The $700,000 from outside is being spent independently? D: Independently. But people were able to say, “Look, we got a guy out there who is viable. This guy can win.” Months later, I opened up the newspaper and find out that (former New York City Mayor Michael Bloomberg) had contributed $250 to our campaign, to a Political Action Committee. J: How did you get on Bloomberg’s radar? D: I don’t know. We went to (the National Association of Latino Elected and Appointed Officials) and we were like a vacuum cleaner salesman. I’m shaking people’s hands and telling them I am the best value in the country. And I was. You can spend millions elsewhere, but if you give us a couple hundred thousand let me tell you what’s going to happen in Arizona: a down-ballot Latino, pro-public schools is going to win in Arizona. I’m like, “Look it up!” You’re just hustling. It is the same skill set that I had as a 15-year-old trying to make money doing stuff around the neighborhood. J: At its peak, how many people were on your staff? D: Four. We had a campaign manager, communications director, finance director, and a volunteer coordinator. J: Only four paid staff? D: But we had teams of volunteers throughout the state. J: How many? D: About a thousand statewide.

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FORMER ARIZONA SUPERINTENDENT OF PUBLIC SCHOOLS CANDIDATE DAVID GARCIA TALKS ABOUT LESSONS LEARNED ON THE CAMPAIGN TRAIL and get his endorsement. I shipped that to Julie and she began pushing the Latino narrative to some media outlets, not all.

J: Is that typical? D: No, we did really well there. J: Did you find it difficult in your campaign to get the media to take seriously? D: Again, you’re down ballot. So you are competing against the governor’s race, and all these other races. I started two years out, but I couldn’t get anybody to listen to me. I had one staff (person) working with me and they were just working the phones. Eventually, we got a finance director and the stretch of the last year is where things got really, really busy. Basically, I was up at five in the morning and we were gone and back by 10 at night. That was every single day. I was still working, teaching classes (at ASU). So my team would drop me off, I’d go teach, I’d come back and get on the phone or get to another event. Then you get up and do it again. J: Did you have media strategies? D: We did. Julie Erfle was our communications person. We created this profile with main characteristics we wanted people to know about me. The Arizona Republic article that came out, Julie could have written. It was so close to exactly what we wanted. We were just trying to get narratives together. At one point, for example, we knew I was going to be the first Latino elected in 40 years, since Gov. Raul Castro. So we get on the phone and try to find Gov. Castro. Found him in San Diego. Obviously, it was fantastic to meet him, (and) to think of what he did! So, this gets coupled into a fundraiser in LA. I go to meet the governor, take a picture,

J: At what point did the media believe it was a serious campaign? D: Well, what happened was that our opponent (Diane Douglas)…she wasn’t doing any media stuff, and Julie was on the phone: “You need to find her and get her to talk.” So Brahm Resnik (12 News) goes to her house and knocks on the door in the middle of the day, because her folks were saying she was too busy (to conduct interviews), and she answers! So that whole thing became an interesting narrative. (But) it was really hard to get any media attention. J: Even though they knew you were beginning to raise serious money? D: Even though they knew. J: How much of your candidacy was about you being a Latino candidate? D: Your last name is Garcia. So you know you have to address the ethnicity question. I’ve never been a white candidate before, but I don’t think white candidates have to do that. So the question is, how much do you want to be associated with (that) and have Latino oriented materials? Your ability to speak Spanish becomes a question. Those types of things. J: You’re not running, for instance, in a predominantly Latino district. You’re running statewide. D: You have to look very squarely at yourself, “Who am I?” Last name, Garcia, served in the military, got a PhD from the University of Chicago, which is conservative as a school as you can get. First generation college student. My family didn’t go to (college). My parents still lived in the same house in Mesa. The thought was I could go into living rooms from Scottsdale to South Phoenix and be a mainstream candidate. So the material had little to nothing… J: About your Latino heritage… D: Nothing. This is a dynamic candidates of color often navigate. We used coded language to message to Latino voters, to create authenticity and connectedness while not alienating white voters. We talked about the benefits of

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FORMER ARIZONA SUPERINTENDENT OF PUBLIC SCHOOLS CANDIDATE DAVID GARCIA TALKS ABOUT LESSONS LEARNED ON THE CAMPAIGN TRAIL being bilingual and culturally competency in the context of an increasingly diverse K-12 student population. J: Although on some level, just simply by having the name… D: That’s right. So what we decided was, the last name itself would speak for itself. It also comes down to a fundamental question: where are you going to get votes? We have two options. A) You can go out and get people who you believe are going to vote (so called high-efficacy voters) to come your way. B) You can get new people (low-efficacy voters) to vote. I believe that down-ballot, it is difficult to do both well. We tried to walk a fine line. We needed to create energy and urgency around this race, which was off the radar for most voters. With our messaging, we built the campaign to appeal to high-frequency voters that we thought we could persuade. We also wanted direct voter contact. We did that by knocking on thousands of doors. We hired two field staff and generated over 23,000 voter IDs, which was more than other candidates who relied heavily on traditional paid communications programs. The direct voter contact was part of what energized the campaign. We would do more direct voter contact next time. J: You are talking about people, loyal democrats, who already have a propensity to vote? D: These are moderate Republicans. We targeted Scottsdale moms in a lot of things that we did. That means you are not drumming up people to vote, and regrettably that means you are not spending a lot of time with Latinos. Fred (Duval, who ran for governor) had a “Latinos for Fred” group, and when they put on an event we would join, but we didn’t put any resources. J: You didn’t have a “Latinos for David Garcia” D: We didn’t. J: If you had created a “Latinos for David Garcia” group, do you open yourself up to the accusation you are running as a Latino candidate? D: That is possible. But if you think you can generate enough votes off of that, it doesn’t matter, right? We just didn’t think we could. That why it was important to get Republican endorsements. That is why it was very important to get the chambers’ (endorsements), but particularly the Arizona

Chamber of Commerce. You (the Arizona Hispanic Chamber of Commerce) were awesome as well. You spend a lot of time with high-efficacy voters, in senior centers, for example, a lot of crossover Republicans. We did very well there. Ahwatukee, Gilbert, Scottsdale. Less ideological, let’s say, than Sun City, Fountain Hills, Wickenburg. Flagstaff. J: Having said all of that, going after higher-efficacy versus lower-efficacy voters, how do you address the criticism if someone asks, “Don’t you care about your community?” D: I’ve gotten that. For example, when I spoke to a community college group, and they said, “Well, people don’t come out and speak to us.” I said, “Alright, let’s pretend you are my campaign manager. You have two choices. You can send me to a senior center where 9 out of 10 people are likely to vote. Or you can send me to this room right here, where 1 of 5 of you are going to vote. Where would you send me? I said, campaigns are going to continue to make that decision until something on this end changes. You can (change) that by all of you in this room voting. J: How do you deal with that? D: You hope you win and get a chance to double back. You tell yourself, “We win this thing, and I’ll be back. I’ll get there as superintendent. My passion will get back there. We’ll have time, energy. And then the next time we re-do this, you know, we’ll bring those communities along.

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FORMER ARIZONA SUPERINTENDENT OF PUBLIC SCHOOLS CANDIDATE DAVID GARCIA TALKS ABOUT LESSONS LEARNED ON THE CAMPAIGN TRAIL J: Was there some of the idea of, “If I get elected, the Latino community will be better off in the long-run versus if my opponent gets elected.” D: I had a lot of those conversations with Latino voters. “I know you want me to win. And because you want me to win, we got to spend some time elsewhere.” And having folks going, “Okay.” Now, there were some exceptions. Dreamers. As volunteers, they were phenomenal. They were so amazing to me. They are a source of political energy. J: During the campaign, how conscious were you that you were an inspiration to the Latino community? D: As I got more visible, I got a lot of that. Among Latinos, it was almost exclusively positive. When I first started, people would tell me, “You’re crazy running with that last name.” In fact, one story that I will always remember, I was at Hamburger Works with my family and there was a group of elderly, white gentlemen in and they were talking politics. I’d figured I introduce myself. First question (one) guy asked me was, “Were you born here?” And you take a deep breath, you swallow and say, “You know what sir, you wouldn’t ask me that if my last name wasn’t Garcia.” And, it’s true. You can’t let any of that get to your head. You cannot for a second, think you are special. You need to keep yourself grounded, grounded, grounded, and grounded. J: Among Latinos, as your campaign progresses, did you see people reacting to the possibility of it? D: All the time. People would come and say, “This is amazing. Will you come to my school?” I remember we were downtown for an event and there was an art show, and there were artists and lowriders. We were just walking by. Lori said, “Hey! Let’s go check this out.” So we went in. And then it’s like, “Oh my gosh! David Garcia is here!” And you’re like, “David Garcia is always here.” I’m not doing anything different. People are feeding you. I remember this one woman, I loved her beans, and I said, “Your beans are amazing!” And she said, “David Garcia loves my beans!” But remember, our race was not called until a week (after Election Day). Lori and I would go out to dinner just to get away, and people were coming up and shaking my hand. And they would say stuff like, “Oh, man, Mr. David Garcia, I hope you catch up. I hope you win.” And Lori would ask them, “Did you vote?” And you kind of get this, “I’ve got your back. Next time I’ve got your back.” Which is code for…

J: “I didn’t vote” D: Yeah. Lori would say, “Well, we could’ve used you last time.” J: What did the spread end up being? D: We lost by 1 percent (16 thousands votes). Tight race. There was plenty of good news. We were the top Democratic vote-getter, meaning that many Republicans voted for us, as we planned. But many of our people didn’t turn out, as well. Then again, turnout was down across the board. We projected that turnout would need to be somewhere in the mid 50’s to win; actual turnout was 46%. Low turnout really hurts Democrats more because of our registration disadvantage in Arizona. J: But when you say “our people” didn’t come out, you just don’t mean Latinos? D: No. I mean young people, Latinos, lower-income people, Democrats in general were low—the same people that probably would’ve benefited the most from me winning. In the end, turnout was low for all voter demographics. Latino turnout must be higher to win statewide. I believe it’s a matter of time before Latino candidates are viable statewide. J: So what would you have done differently? D: The only thing I would’ve done differently was I would’ve treated Pima County differently. We actually did not do great in Pima County. I would treat White democrats and Latinos (in Pima County) like persuadable Republicans. We didn’t do that. We just figured we were going to get them. J: How much of your loss in the end had to do with your name being Garcia? D: I think that there’s a certain percentage, small, 2-3 percent that aren’t going to vote for you because of that. My team had conversations with people who said, “I’m not going to vote for him because he’s Hispanic.” But, likewise, there’s a good percentage who will vote for you because your name is Garcia, right? J: In the end, would you do it again? D: Yeah, we would do it again. Lori would do it again. Lola and Olivia would do it again. But you need to steel yourself. You need to steel yourself for the calls and the schedule. Other than that, yeah, we would do this again. With mariachis the second time around.

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How Latinos Power The American Economy THE 2016 PRESIDENTIAL RACE FOCUSES ON IMMIGRATION AS CANDIDATES AND THE MEDIA MISS A MUCH BIGGER STORY. By HENRY CISNEROS & SOL TRUJILLO March 13, 2016 6:10 p.m. ET

We are business leaders and we are here to tell you a surprising truth: Latinos are big drivers of economic growth. Unless you run a retail business, you probably have no idea what we mean. Few on the campaign trail or in the media ever talk about Latinos and economic growth. The candidates and reporters have a hard time getting past immigration. Voters are making choices about the nation’s future without knowing the real story about Latinos in America, and those decisions will have consequences for the country’s future. The national conversation needs to be informed by the facts. First, Latinos’ purchasing power has been growing 70% faster than Americans’ as a whole since the late 1980s, according to the 2013 Multicultural Report from the Selig Center for Economic Growth at the University of Georgia. That dry statistic is showing up everywhere in the real world. One example: Latinos drove between 33% (Nissan) and 100% (Honda) of auto makers’ combined retail sales growth in the U.S. in 2014, reports IHS Automotive’s Polk Market data unit. Leaders of U.S. consumer-products companies know this and have geared their growth strategies around Latino consumers. Second, Latinos are driving net new-business formation in the U.S. According to a study by the Stanford Latino Entrepreneurship Initiative, from 2007-12 Latino-owned net new-business formation skyrocketed 47% while non-Latino net new businesses declined by 2%. New businesses mean new jobs. Third, Latinos in the U.S. are much younger than Americans as a whole, and young Latinos in America are better educated and earn more than ever. That means Latino householdformation is rising too. From 2000-14, Latinos accounted for more than half of the increase in household ownership in the U.S. That also means that America will not suffer a European-style demographic crisis as baby boomers retire. Young Latinos are stepping into the workplace and paying the taxes that will keep the nation’s fiscal house in order. Knowing the truth of Latinos driving U.S. economic growth, we have watched this presidential campaign unfold at first with disappointment, then with concern and now with real alarm. The authors here are a Republican and a Democrat, a former Clinton administration cabinet secretary and the first native-born Latino CEO of a Fortune 150 firm. We are working with a wide range of concerned Latino leaders from all sectors and political perspectives, business people and former senior government officials from both parties, including Linda Alvarado, Aida Alvarez, Mike Fernandez, Federico Pena, Bill Richardson and Ken Salazar. Before all else, though, we are Americans. As Americans and as businesspeople, we believe that the country should be doing everything it can to support

economic growth, jobs and wages. Growth in the past quarter was 0.7%, and that is not enough. Voters seem to agree. They are anxious about their jobs and incomes. Instead of looking to the Latino community as a pillar of national economy, however, one of the main issues of this campaign has been immigration and the fear that immigrants are taking U.S. jobs. What is going on? It turns out that many Americans tend to hold strong but mistaken impressions of our community. This is the conclusion of an independent survey conducted in January for the Latino Donor Collaborative, a group we have founded to make sure Americans understand the full contributions of the Latino population. The survey showed that most non-Hispanic, white Americans with moderate views of the Latino community do not believe that Latinos share their American values. The survey also uncovered that many Americans believe that nearly half of us are undocumented immigrants, when in fact only 16% are, according to the 2014 Hispanic Trends report by the Pew Research Center. The Pew report also made clear that Latinos in this country are just as likely as non-Latinos to say “the U.S. is the best country in the world” and are more likely to believe “most people can get ahead if they are willing to work hard.” American values are Latino values. Many also believe that immigrants increase the crime rate and sponge off the welfare system. That would be disturbing if true—but it isn’t. According to government statistics, immigrants correspond to lower crime rates, and every million new immigrants will pay $500 billion more into the Social Security Trust Fund over 25 years than they will take out. Immigration is a gut issue. If you hold these mistaken impressions close, and if you cannot see how you are going to make your rent or mortgage payment next month, those fears make a lot of sense. But as Americans, we all want the kind of economic growth and prosperity that help us find good jobs and support our families. Latinos are creating those jobs by starting new businesses, buying new houses and replacing the family car. If the virtues of economic growth are not convincing enough, consider this: Latino voting strength in every swing state— Nevada, North Carolina, Virginia, Florida, Colorado and others—has grown since 2008. Candidates will win Latino votes when they talk about us not as the comic-book characters some imagine us to be, but as fellow Americans who are vital contributors to the nation’s prosperity. Mr. Cisneros is the executive chairman of CityView, an urban institutional-investment firm. He served as secretary of Housing and Urban Development under President Bill Clinton. Mr. Trujillo, the former CEO of U.S. West, Orange and Telstra, is the chairman of Trujillo Group Investments and chairman of the Latino Donor Collaborative.

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RESOURCES 2016 DATOS Resources (IN ALPHABETICAL ORDER)

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Alcance Media Group

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Hispanic Wealth Project

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NPR

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American Press Institute

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HispanicAd.com

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Pew Research Center

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Arizona Department of

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IHS Markit

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Polk

Gallup Global Insight

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PRWeb

Automotive

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Public Religion Research

Health Services •

Arizona Mexico Commission

International Business Times

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Kantar

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Scarborough

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Latin Post

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Selig Center for Economic

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Latino Commission on AIDS

Progress

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MarketingProfs

Center for Latin American,

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McKinsey & Company

Caribbean & Latino Studies

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Media Post

Centers for Disease Control

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Mintel

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National Association

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Arizona Public Media

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Brookings Institution

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Burke

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Center for American

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Institute

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and Prevention •

CNN

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Gallup

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Geoscape

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Geoscape

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Henry Cisneros

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Hispanic Scarborough

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Simmons

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Sol Trujillo

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Statista

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The New York Times

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The Wall Street Journal

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U.S. Census Bureau

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Univision/Univision Arizona

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Wallet Hub

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WestGroup Research

Abuse and Alcoholism

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World Atlas

Nielsen

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Yankelovich

of Latino Elected and Appointed Officials •

National Center For Education Statistics

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Growth

National Institute on Alcohol

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THE ARIZONA HISPANIC CHAMBER OF COMMERCE

P R E S E N T E D

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THE ARIZONA HISPANIC CHAMBER OF COMMERCE

LOS AMIGOS PARTNERS P L A T I N O

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