This community is growing five times faster than the general population in Utah. And, perhaps equally important to business owners, more than 65 percent of the Hispanic population in Utah falls into the middle- to upper-socioeconomic strata.

"Guess what? We're not all poor anymore," Melgoza joked. "And the clear opportunity — the clear, differentiated opportunity — is to market to Hispanics."

But marketing to Hispanics means more than translating English signs and materials into Spanish, Gonzalez said. It means doing research, knowing the markets, getting involved in the community, meeting the people.

"The term 'Hispanic' is general," Gonzalez said. "Among Hispanics in Utah, there are about 25 different cultures. If you want to be part of this market, you need to go through the day-to-day life of Hispanics. You need to get to know the gathering places, where they play soccer, breathe the same air."

Businesses also need to commit and adapt to the market, from the executive offices to the mail room, Gonzalez said. Change is facilitated only when a company's leaders become convinced that a diverse work force is a strength and that diverse markets warrant investment.

Why bother?

"Revenue," Gonzalez said. "This is business, and the Hispanic buying power is more than $5 billion. Billion. In Utah alone. You are missing the boat if you don't target this market."

---

E-mail: jnii@desnews.com