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Hispanic Houston Summit 2016

July 14, 2016

The Houston Hispanic Chamber of Commerce recently held the Hispanic Houston Summit 2016. This event was sponsored by Telemundo Houston and it highlighted key Hispanic consumer data for our city. These is some of the info shared:

  1. Behind Los Angeles and New York, Houston is the third largest Hispanic city in the country
  2. 76% of Houston Latinos live in Harris County
  3. Hispanics are driving population growth in Houston
  4. Hispanic median age in Houston is 28. Total median age is 35
  5. 57% of Hispanic adults have one or more children in their home

Feel free to download a copy of the report presented by Telemundo Houston at


In the US, Minority Babies Are in the Minority No Longer

June 24, 2016

Back in the late 1990s it was hard to see Latinos being the dominant race inside the classrooms in the local colleges and universities but now that has shifted completely. Today Latinos dominate some, if not most, college campuses in the Houston DMA and according to the data from the Pew Research Center that will continue to be the case at least in Hispanic dominant cities such as Houston

Read: In the US, Minority Babies Are in the Minority No Longer

Hispanic population growing faster than any other group in Texas

June 23, 2016
Photo published by

Photo published by

These are the key takeaways from this interesting article published by CBS 4 in the Valley area:

  • Almost 68 percent of Texans aged 19 and younger are non-white.
  • Texas may be the next state where Hispanics become a plurality, comprising the largest racial or ethnic group though not a majority. If that happens, Texas would join New Mexico and California.
  • Nationally, the continued growth of the Hispanic population is due largely to natural increase — Hispanic parents having more babies

Read more of this story at


How Blacks, Whites & Hispanics Live Together

June 22, 2016

A recent analysis by the Urban Edge in Houston reveals an interesting trend about the way whites, blacks and Hispanics coexist in a city so frequently labeled the “most diverse in the nation.”

  • Majority-Hispanic neighborhoods are likely to have whites or blacks as the second-most populous group in the area.
  • Majority-white neighborhoods are likely to have Hispanics as the second-most populous group. It’s unlikely blacks will be the number two group in a white neighborhood.
  • Majority black neighborhoods are likely to have Hispanics as the second-most population group. It’s unlikely that whites will be the number two group in a black neighborhood.

The Hispanic population is either the majority of in the second largest group. Read more about this report

Little Spear Band To Perform At East End Street Festival

October 25, 2014

Little SpearHouston–If you took Freddy Fender, Bonnie Raitt, and Janis Joplin and mixed them all together, you would get the new up and coming star, Sherita Perez. Her band Little Spear will be performing today at the third annual East End Street Festival. For being so young, Sherita has gotten noticed by music critics and promoters. She was voted one of Houston’s top 10 bands by Houston Press in her genre of Texas Centric Americana. Born into a family of singers, instrument pickers, and preachers it was only natural Sherita would take to composing, singing, and picking a guitar. At age five, she was already composing a song about her friend Ship and she never stopped.

Folk singer Don Williams once described song writing as cutting your veins and letting your story flow out in lyrics and chords. Sherita may not write about the traditional country themes of getting drunk, cheating, jail, momma, or trains but her personal story and her unique world view is woven into her music writing. Sherita has had to overcome poverty and serious health problems to get to where she is. This formative foundation has made her a strong contender to put her heart and soul into her performing.

Sherita is a typical Millennial out to collaborate rather than compete. She and fellow musician Rhonda Roberts teamed up to share the resources, contacts, struggles as well as the stage to make a name for themselves. So far so good. They were able to cut their first music CD at Bubble Studio in Austin , Texas the Nashville of Texas music. Sherita and Rhonda want to foster this collaborative spirit among other Houston musicians to have a positive impact in their field and the community. They want to be a positive force for women, the underprivileged and the sick. Sherita’s message for other Latinas is, “Don’t let others classify you and tell you who you are. Define yourself. Respect yourself and others. Find your own path!”

Head out to The East End Street Fest that runs from 11:00 am till 9:00 pm. Little Spear performs at 1:00 pm at the Bud Light stage. The festival is free to the public with lots of food and fun activities for the family. This year’s music lineup has 10 bands performing with the main head liner David Lee Garza. For more information visit

Imagina Communications celebrates eleven years of growing the Hispanic market

October 1, 2014

Houston–GEEMD picEleven years ago Imagina Communications Inc. was born during Hispanic Heritage month. Jose Monterrosa and Frank Trevino started with $250, a laptop, and a dream to build a successful Hispanic advertising agency. Today that dream is a reality measured not only by billings but also by the business accolades accumulated along the way. In 2013, Imagina Communications was named one of Emerging 10 Companies by Houston Minority Supplier Development Council, Volunteer of the Year by the AMA Houston Chapter, and featured as Hispanos Emprededores in

Principal owner, Jose Monterrosa, has built a reputation as the go to man when national and international brands want to penetrate and brand themselves among Houston Hispanics. Jose is a member of the American Marketing Association and the Houston Hispanic Chamber of Commerce. The latter experiencing explosive growth during the last five years due to the leadership of Dr. Laura Murillo and the team of consultants, which includes Jose Monterrosa.

When the Greater East End Management District (GEEMD), the local municipality of the oldest Latino neighborhood in Houston, was selecting an agency to use for their public and media relations, they selected Imagina Communications, for their proven track record of successful advertising and general communications campaigns. According to Diane Schenke President of the GEEMD, “We have enjoyed working with Jose for the past four years. His guidance and in depth knowledge of the Hispanic market and culture has been invaluable to adjust our communications strategy.”

What does Jose attribute his successful trajectory to? Years of experience, in-depth knowledge of marketing and strong relationships with the community he serves. He obtained a dual degree in Mass Communication and Marketing in his native country of El Salvador. Due to his academic prowess and experience he was awarded a Fulbright Scholarship completing a combined program of Advertising and Marketing at Michigan State University in Lansing, Michigan. Jose went on learn the tricks of the trade as a staffer of Sykes Communications and then Bromley Communication, one of the largest Hispanic ad agencies. He also worked for six years at Young & Rubicam doing TV and radio production work in his home country.

Jose is bullish on the Hispanic market and he has benefited from the considerable growth since he started his business. After a rough beginning, dealing with the startup challenges and the recession that bankrupted many small ad agencies in 2009, Jose wondered if his company could survive . Today, Jose has the first hand experience of overcoming not only the usual challenges that every business faces but the adversity of major economic swings that have forced him to adjust his business model and maximize his resources. Jose advices, “There is no magic bullet that applies to all businesses. You have to learn how to foresee and solve problems quickly for your business and for the client’s business if you want to stay in the game.”

With recent estimates of a 1.2 trillion purchasing power of Hispanics, Jose is on the right side of history. His source of satisfaction is doing a good job and measuring the success of his clients. He is always ready to pay it forward with causes that help Houston Hispanics in a positive way such as Texas Children’s Hospital and Vecinos Health Centers.

According to Dr. Laura Murillo, President and CEO of the Houston Hispanic Chamber of Commerce, “Jose is one of those marketing professionals that has been able to understand the diverse cultural nuances of our community not by reading research data but by experiencing it first-hand. He is a committed professional and resourceful asset to the chamber.”

Jose’s admonition to fellow Hispanic business owners is, “Find a mentor early on. You don’t need to make the same mistakes someone has already made. Know the dynamics of business and understand the trends of the market. Due to the large number of Hispanics, Houston has become the test lab for what the rest of the United States will look like in the future. He concludes, “I want to wish my fellow Hispanic entrepreneurs a feliz mes de la Hispanidad.”

Houston Marketers Attend AMA Workshop On Marketing to Hispanic and Asian Millennials

June 18, 2014

american marketing association - hispanic millennialsHouston– Modern marketing had its start and evolved with the advent of the mass generation of baby boomers. In today’s market, Don Draper would be challenged to produce his stellar performance with a predominantly millennial demographic. Recently, the Houston chapter of the American Marketing Association held a workshop and a panel discussion with marketing experts to address this pressing issue; How to market to Houston’s Hispanic and Asian Millennials.

Juan Tornoe, CMO of Cultural Strategies, a Hispanic marketing agency kicked off the program. Juan helped the mostly Generation X audience grasp the size of the millennial market. Nationally there are an estimated 17 million Hispanic millennials with 44 % foreign born. Houston’s total percentage of Hispanic millennials is 41%, with 40% being bilingual. While boomers were the I generation that wanted to do their own thing, Hispanic millennials are the we generation that lives at home. According to Juan’s research, 72% of  Hispanic millennials live at home. The takeaways from Juan were: compared to other millennials, Hispanic millennials are more optimistic and more entrepreneurial, they seek advice from family for important purchases, they are more involved in social and cultural causes and more willing to volunteer.

Next on the program was Jaime Virkus, Marketing Manager for McGuyer Homebuilders Inc (MHI). Jaime’s research delved into income and education showing that Asians per capita have the highest percentage in both categories. In education Asians index at 49% with a bachelors degree or higher compared to whites at 31% and Hispanics at 13%.  In income for the year 2010, the median income for Asians was 66K, whites 54K and Hispanics 33.3K. Urban millennial Asian homebuyers are looking for homes that are smaller and within walking distance to many shops. Developers with upscale multilevel town homes would do well to market to this demographic. Suburban Asian homebuyers are going to be traditional, but they will have a discriminating eye for layout and design. Builders who follow the art of placement, called Feng Shui, will get the lion’s share of home sales. Other takeaways were build your brand through persistent advertising in Asian media, network within the Asian communities, create B2B incentive programs, and have special cultural offerings in the sales office.

The presentation continued with Salomon Dayan, Digital Group Account Director with Lopez Negrete Communications. Dayan posed the question,”Is it worth advertising to Hispanic millennials who have crappy jobs and earn less than their parents and grandparents? Conventional wisdom says no, and it’s wrong. Even “The Draper” would have trouble wrapping his mind around this one. Hispanic Millennials have a lot of influence on the family’s major purchases. They can be advertised and promoted to, to create brand advocates. Language and messaging can be the deciding keys to success or failure. Hispanic millennials want authentic human talk not outdated clichés. The messaging needs to be aligned to language of the heart, the culture and passions, empowering and portrayed in an activist spirit. Dayan shared the case study of how Lopez Negrete incorporated all these elements and music into an award winning marketing campaign for the Doctor Pepper soft drink label.

The program concluded with a panel discussion with all three presenters. Those in attendance walked away with a greater awareness of the potential of tapping into Houston’s Hispanic and Asian millennial market.