Opportunities in the Hispanic Event Market


52 million—or 1 in 5—consumers in the United States today are Hispanic, representing 20 different Spanish-speaking countries. This population is expected to increase to 1 in 4 by 2020. Hispanic consumer confidence is up and creating power and influence in the marketplace. How do you capture and engage this audience through your events? Rachel Gross, SVP of Event Marketing for Univision, outlines 5 strategies to remember when targeting Hispanics and provides valuable examples of her team’s work to engage this growing audience. What roles do family, culture and community play at events? Learn how Hispanics are technologically connected and the best practices to incorporate social media into your planning. In addition, gain insight on Hispanic consumer habits and how they lend positively to building brand awareness.

Learning Outcomes

  • Understand how to leverage the importance of family, culture and community at events.
  • Explore Hispanic technology trends and how to best engage participants.
  • Identify several ways to connect a Hispanic audience when building brand awareness campaigns.

Course Information

Estimated Time: 11 mins

Difficulty: All


CMP Credit Hours:

Rachel Gross

Rachel Gross is the senior vice president of event marketing at Univision Communications Inc., the leading media company serving Hispanic America. She oversees corporate events for Univision and manages client-focused experiences at major events and franchises, such as Premios Juventud, Latin Grammy, and the FIFA World Cup. Prior to Univision, she served as vice president of corporate events and community relations at AOL and held posts at L’Oréal and MCI Worldcom. She has been a BizBash Style Award winner and a finalist for BizBash Corporate Event Planner of the Year, and BizBash named her one of the most innovative people in the event industry in 2012. A graduate of Stephens College in Columbia, Missouri, Gross is active on its alumnae board and recognized with the college’s Distinguished Alumnae Service Award.

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