The Weekly Focus Newsletter
Published by SacLatino Magazine
August 24, 2017 - Volume 1, issue 6
RE-DEDICATION OF EL SOLDADO: A WORK OF LOVE, FRUSTRATION, AND ACCOMPLISHMENT! By Adrian Perez “Mothers are sacred in the Latino culture and disobeying t h e m , o r w o r s t s t i l l , disrespecting them, is a sign of cowardice.” ! ! ! ! ! ! ! - My Mom!
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In the Latino culture, mothers are the symbol of unconditional love. The one who protects when we need shelter and the one who provides when we need food or clothing. Yes, fathers do this too, but not at the level mothers do.! When a mother sends their child to school, thereʼs a clear expectation the child will return that afternoon. But, when a mother sends their child to war...! It only stands to reason that the pain and void of not seeing their child return cannot be filled with a letter explaining how valiantly they died for their country. This was the case for numerous Mexican American mothers who decided to fill that void by building a memorial in honor of their sons who died in World War II (WWII.)! These mothers organized themselves right after WWII and formed a group called “La Sociedad de Madres” (Mothers Society) and embarked on an effort to build a veterans memorial to honor their children.! In 1948, La Sociedad de Madres found a carved statue of a soldier that cost $4,000 to purchase and
ship it from Italy. The amount was challenging for the time period, but the members of the group were up for the challenge.! Hosting and preparing a series of fundraisers (tamale sales), La Sociedad de Madres reached their goal and on May 10, 1951 (Mexican Motherʼs Day) the monument was dedicated.!
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EL SOLDADO, from Page 1 The Memorial was initially located on the grounds of the Mexican American Center, a nonprofit that offered social services to primarily Mexican American residents of Sacramento.! Since WWII, there were the Korean and! Vietnam conflicts, where more soldiers died and! so a push was launched to relocate the Memorial! onto state property to better honor all Mexican! American/Latino soldiers who died in battle. The! push was successful and the memorial was moved to its present location on the grounds of the State Treasurers building, facing the westside of the state Capitol. Its rededication was held on September 16, 1975, which is also independence day in Mexico and several other Latin American countries.! At the time of its move and rededication,! little consideration was given to its design regarding it being “visitor friendly” and a place for! visitors to share a moment. Plus, as other! memorial monuments were built around the! Capital grounds it became evident the Memorial needed an upgrade.! In the 1980s, a group of Latino Vietnam! veterans decided to raise funds to beautify! and build out the Memorial. They soon learned! that the State of California would not fund a! renovation, and that only private funds could be! used.! They worked toward raising money and! their efforts included an artist rendering of what a renovated Memorial would look like. The artist! rendition was the illustrated work of world! renowned muralist and Vietnam Veteran Juanishi! Orozco. Although the private efforts were! admirable, they fell short, and the group decided to work with the Department of Veterans Affairs
and several members of the State Legislature.to! obtain public support.! In 2007, the State Legislature created the! Mexican American Veterans' Memorial Beautification and Enhancement Committee to beautify and enhance the existing memorial, and to secure private funding to complete the project. The estimated cost of the memorial restoration project was $1.1 million.! The Memorial ʼs design, engineering services, architectural drawings, and environmental assessment work was completed with the initial $335,000 raised. However, the most expensive component has been the actual renovation, which the Memorial Committee estimates will cost over $800,000. A series of fundraisers were held throughout the state with the assistance of the Cesar E. Chavez chapter of the American GI Forum.! “We have done a significant amount of work and weʼre going to be doing a lot more to raise funds and educate the public about the Memorial,” Says Fredrick A. Romero, State Commander of the American GI Forum. “Weʼre encouraging all Californians to get involved and help us get this project done. It is my personal goal to have this Memorial completed.”! The Memorial is the first permanent memorial! to honor Latino veterans at any of our nationʼs fifty! state capitols. ! “What remains to be completed is the cement plaza on which El Soldado will be permanently located, the sidewalks leading into the plaza and a ‘Mothers’ Garden,” says Robert Ruiz, former Chairman of the California Mexican American Beautification and Enhancement Project. “Other enhancements will be in the next phase of the project.”! The El Soldado Memorial is not owned nor provided maintenance by the State of California. It is a Memorial that relies on private funds. Any and all support is welcome. - SacLatino
Weekly Focus - August 24, 2017 - Page 2
Rededication September 6, 2017 300 J Street Sacramento, CA 6pm to 8 pm $25.00 Donation Weekly Focus - August 24, 2017 - Page 3
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Diversity in America! BY Market Research
As marketers’ focus shifts from Millennials to Gen Z, here’s something to keep in mind: close to half (48.9%) of all Americans under the age of 18 identify as a race or ethnicity other than non-Hispanic white alone. Indeed, the recent Census Bureau data we analyzed shows that the “majority-minority” threshold has already been crossed for children under 5, and is close to being crossed for those aged 5-13. Overall, almost 4 in 10 Americans (38.7%) belong to a racial or ethnic group other than non-Hispanic white alone. These groups include Hispanics (the largest such group), African-Americans, Asian-Americans, American Indian, Native Hawaiian, and those with a combination of races and ethnicities. These latest figures are as of July 1, 2016. Asian-Americans were once again the fastest-growing minority group in the US last year, marking the fifth consecutive year in which their population growth has outpaced that of Hispanic Americans. However, AsianAmericans’ population growth rate of 3% was down from last year’s 3.4%. The Hispanic population grew by a relatively smaller 2% (slightly below the previous year’s growth rate of 2.2%), while the black or African-American population was up by 1.2%. As for the non-Hispanic white alone population, its increase of 5,000 people rendered its growth rate essentially flat, given the size of the population (198 million).Of the various race and ethnic groups, Hispanics remain the largest, with 17.8% of the US population being of Hispanic origin. The Hispanic population is relatively younger than the US population at-large, such that it represents more than one-quarter of kids under 5 (25.8%) and ages 5-13 (25.2%). Americans of Hispanic origin likewise comprise more than one-fifth of American teens (23.1% of 14-17-year-olds) and young Millennials (21.7% of 18-24-year-olds). By comparison, fewer than 1 in 8 Americans aged 65 and older are of Hispanic origin. The size of the various race and ethnic groups as of July 1, 2016, were as follows: • Hispanic population (including all races): 57.5 million; • Black or African-American population: 46.8 million; • Asian population: 21.4 million; • American Indian and Alaska Native population: 6.7 million; and • Native Hawaiian and Other Pacific Islander population: 1.5 million. Weekly Focus - August 24, 2017 - Page 4
Hispanics Near $1T in Aggregate Household Income, Exceed $815B in Consumer Spending SacLatino Staff!
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While Hispanics have median household income that’s about 20% lower than the overall median average, their sheer size means that they’re approaching $1 trillion in aggregate household income this year. That’s according to a new report from Geoscape [download page], which looks at multicultural trends in the US.! The median household income for Hispanics this year is estimated to be close to $45k, below the $57k average. (More household income stats here.) Almost one-fifth (19%) of the US population identifies as Hispanic, and two-thirds of the Hispanic population hail from Mexico.! US Census Bureau data indicates that more than one-quarter of Americans under the age of 14 are Hispanic. In the Los Angeles DMA, meanwhile, half of pre-schoolers (ages 0-4) will be Hispanic by 2022, according to Geoscape’s report.! Hispanics’ size and aggregate household income translates to purchasing power: this year, total Hispanic household consumer expenditures will exceed $815 billion. Past research has found that Hispanics spend more on a daily basis than other cultural groups, and the Geoscape report indeed shows that as a percentage of total household income, Hispanics will spend more than Asians and Blacks this year.! Black Americans have the lowest median household incomes of these groups, at around
$37.3k. That’s almost one-third lower than the US average. Nevertheless, Black Americans exceed $784 billion in total household income, and are expected to total more than $640 billion in household spending this year.! Finally, Asian households have easily the highest median household incomes. At almost $79k, they’re more than one-third higher than the national average.! That pushes aggregate income for Asian households to almost $544 billion, with total consumer spending projected to reach almost $403 billion.! Unlike Hispanics, Asian-Americans tend to have a much more varied mix of origin countries. The largest proportion (23.9%) are Chinese and Taiwanese, followed by Asian Indians (19%), Filipinos (18.2%), Koreans (10.8%) and Vietnamese (10.7%).!
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Top Spending Categories! In terms of total annual expenditures, Hispanics are expected to spend the most this year on Shelter & Insurance, Food & Beverages, Transportation and Personal Insurance.! Interestingly, while Shelter & Insurance is also the top-spending category for Blacks and Asians, both groups will spend more on Transportation than on Food & Beverages.! In fact, aggregate Hispanic spending on Food & Beverages is about equal to aggregate spending on Food & Beverages by Blacks and Asians, combined.! Perhaps it’s no surprise, then, that the categories in which Hispanics over-index the most in spending are largely tied to food:! •Beef (index of 132);! •Poultry (130);! •Rice (123);! •Apparel (120);! •Flour (118);! •Fresh Fruits (118); and! •Fresh Vegetables (115).
Weekly Focus - August 24, 2017 - Page 5
NEWS BRIEFS Sponsored by Imperial Homes and Investments After dividing California Democrats in 2014, affirmative action resurfaces in the race for governor! By Seema Mehta and Melanie Mason/LA TIMES A debate about affirmative action has emerged in the campaign for governor, threatening to inject a potentially volatile racial element into the 2018 contest after the issue divided California Democrats along ethnic lines three years ago.! The question of whether race should be considered in admissions to California’s colleges and universities was raised in recent weeks when the state’s Latino and black legislative caucuses sent a letter to the top six gubernatorial candidates.! Legislators polled the politicians about their views on affirmative action and track records on diversity efforts, and asked them to detail proposals to diversify colleges and state government that they would pursue if elected governor. The candidates were also asked about efforts they would undertake to help diversify leadership in the private sector, where they have no official control.!
Food Industry Association to maximize our position in the industry," said Ruben Smith, LFIA Board Chair. ! "Our members include grocery chains, independent grocers, restaurateurs, food and beverage manufacturers and distributors, growers and several national brands who see a unique opportunity to boost market share as Hispanic food grows in popularity."! The LFIA was established to promote, support, educate and advocate for the thousands of Latino owners, employees and entrepreneurs who are involved in every aspect of the country's rapidly growing food industry. Thanks to shifting U.S. demographics that are skewing heavily Latino, there are now more opportunities for Hispanic entrepreneurs and business owners to succeed than ever before in the food industry. ! To Read More, CLICK HERE
Nine Latino students win more than $10,000 in scholarships! By STAFF REPORT | Press-Enterprise!
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RIVERSIDE, CA - Nine Latino students got a show of support and money for college at a Thursday night, Aug. 10, scholarship event.!
To Read More, CLICK HERE
Launch To Advance, Promote, Educate And Advocate For Hispanic-Owned Food Industry! MENAFN PRESS! LOS ANGELES, CA --With Hispanics now spending at a higher rate on groceries and shopping perishables more frequently than other consumer groups, the (LFIA) announced its official launch to serve its members, and educate the public and policymakers on the contributions and significant impact being made by Latino-owned food businesses and purveyors on the national economy.! "Given the Hispanic market's 1.5 trillion in annual buying power and the rapid growth of Hispanic-owned businesses in the food and beverage segment, many of our members felt it was time to launch the Latino
Together, they received more than $10,000 in scholarships from Greater Riverside Hispanic Chamber of Commerce in an event at Mezcal Cantina y Cocina in downtown Riverside.! They also walked away with school supplies, a one year membership in Toastmasters International, a computer, printer, and a mentor to support them in college in the fall.! The students were saluted for their academic achievement, leadership and community participation. During the ceremony, local elected officials, community leaders and chamber members helped present the awards.! The scholarship winners are: Sara Sanchez Barajas, Miguel Bravo, Abraham Rivera, Ashley Correia, Debora Goiz Esparza, Jessica Perez, Daniel Garica Rodriguez, Stephanie Urena and Zahian Vidal.
Weekly Focus - August 24, 2017 - Page 6
NEWS BRIEFS Sponsored by Imperial Homes and Investments Latino GDP now one of the largest in the world! BY NBC 16
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EUGENE,OR - The Latino community is helping to boost the U.S economy, according to a new study by the Latino Donor Collaborative.! Juanita Cortez, a small business owner from El Salvador, came to the U.S to escape the civil war in the 1980’s.! "Las guerrillas nomas pedian por dinero, robaban, te quitaban lo poquito que tenias,” she said. Translated in English: “the guerrillas only asked for money, robbed, took everything they had.”! Leaving her restaurant in El Salvador behind, she sought an opportunity here. Cortez sold pupusas and tamales when she was taking classes at Lane Community College.! "Empecé llevando pupusas allá, y tamales, y los vendía y si no me pedían alguna companias pupusas y me iba en el bas a dejar las pupusas,” Cortez said.! Now celebrating 10 years, she owns a colorful pupuseria stand in west Eugene, creating a feel very similar to a Latin American restaurant.! To Read More CLICK HERE.
Brands That Ignore The Hispanic Market Won't Survive. Here's Why! By By Jeremy Goldman, Founder/CEO, Firebrand Group - INC.com! Despite the fact that Hispanics currently make up over one-sixth of the population of the United States and hold considerable purchasing power - over $1.5 trillion per year - the entire Hispanic market remains underserved by most brands. As important as it is to market to this cohort, it's going to become increasingly more important for brands looking to survive and thrive. Consider the following: More than 40% of US Hispanics are Millennial, and Hispanics account for more than 25% of the population ages
and & under. By some accounts, 51% of the U.S. population growth between 2015 and 2020 will come from Hispanics.! The top 50 Hispanic advertising spenders, spent $3.8 billion on Hispanic media in 2015, so it's clear that some brands understand that this market has potential; nevertheless, it remains an underserved demographic. That's not to say that companies don't advertise in Spanish, or that there aren't agencies dedicated towards creating ads for the Hispanic vertical; that said, there is still considerable fragmentation of the media market. This fragmentation is largely because Hispanics in the United States consume content in both English and Spanish, which makes it hard for brands to know how to tailor their content for their audience.! To Read More CLICK HERE.
Access may explain some social disparities in U.S. water intake! By Shereen Lehman/Reuters! Black and Hispanic adults in the U.S. have higher rates of mild dehydration than whites, and one reason may be less access to safe, clean tap water, researchers say.! Since getting enough water is important for health, policy action is needed to ensure equitable access to healthy beverages including tap water, the study team writes in the American Journal of Public Health.! “Hydration is essential for maintaining proper physiological functioning, and mild levels of inadequate hydration, such as when a person begins to feel thirsty, can impair daily functioning and wellbeing with symptoms such as fatigue, irritability, reduced cognitive functioning, poorer physical performance, and headaches,” lead author Carolyn Brooks told Reuters Health in an email.! In 2015, her co-authors on the current study published results documenting inadequate hydration among kids in the U.S. and found some striking disparities, said Brooks, a researcher at the Harvard T.H. Chan School of Public Health in Boston. ! To Read More, CLICK HERE
Weekly Focus - August 24, 2017 - Page 7
CHCC TO INSTALL THE OSCAR DE LA HOYA ENTREPRENEUR & COMMUNITY EXCELLENCE AWARD AT STATEWIDE CONVENTION SACRAMENTO, CA - The California Hispanic Chambers of Commerce (CHCC) will install its inaugural Entrepreneur and Community Excellence Award to honor 10-time world champion in six weight classes and chairman and CEO of Golden Boy Promotions Oscar De La Hoya. This annual award will be instituted and named in honor of Mr. De La Hoya to recognized Hispanic leaders who exemplify the tenacious spirit and life of the iconic boxer.! De La Hoya's story began on the tough streets of East Los Angeles, California. "I was a kid who was bullied. My dad took me to the gym, and the rest is history," said Mr. De La Hoya.! Oscar is a superstar whose popularity and leadership transcends boxing, countries, and generations. ! "Mr. De La Hoya is a true champion and an inspiration for our Hispanic millennials in California," said Mr. Montes, CHCC Chairman of the Board. !
inaugural award is Justino Mora. An immigrant rights activist, entrepreneur, and selftaught programmer. He recently graduated from UCLA with a B.A. in Political Science, cofounded Polibeats (a civic-tech startup), and works as an online consultant. As Co-founder of UndocuMedia, he was awarded the Agendes de Cambio Award by Premios Juventud. ! The 2017 CHCC Convention theme is Building Bridges for a Stronger Tomorrow and it will take place August 24-25 at the DoubleTree Hotel Sonoma Wine Country in Rohnert Park, CA. For more information or to register for the annual state convention in August, visit chcccovention.com.
The award will serve as tribute to the career of the boxer and as an inspiration to the state's emerging millennial population.! Over the course of his boxing career, Oscar was an Olympic gold medalist, 10-time world champion in six divisions and among the biggest draws in the history of the sport. Since retiring from the ring in 2009, Oscar has focused his attention on building the company he founded, Golden Boy Promotions, into one of the most successful boxing promotion companies in the world. ! "We are extremely honored to installed the Oscar De La Hoya Entrepreneur & Community Excellence Award at our upcoming Statewide Convention in Sonoma County," said Julian Canete, CHCC President/CEO. ! Mr. De La Hoya will present the award personally at the Hispanic White Party on Thursday, August 24th at 6:00 p.m. ! Other awards will also be presented at the event to recognize leaders among the millennial generation and innovation in business. The recipient of this Weekly Focus - August 24, 2017 - Page 8
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CLICK HERE to WATCH VIDEO. SALT LAKE COUNTY, Utah - Her name is Rosie Rivera and tonight she is making history in Salt Lake County. She is now the first female sheriff in Salt Lake County and the first Hispanic.!
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"I was a spokesperson, I was a detective, I was a patrol officer, community policing," she said. "Metro gangs and then as a leader I've supervised several different units and you know one of the units that I supervised was violent crimes and sexual assault units."! She beat out four other candidates. She still needs to be approved by the county council, but that is a foregone conclusion. There will be a new election next November for the full four-year term that begins in January of 2019.
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