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EVENT PROGRAM

4 Poderometro2007

Frieda García receives El

Planeta Award 2007 for her

unmistakable contribution

to the Hispanic community

in her role as founder of La

Alianza Hispana.

A Life of

Achievements

The 100 Most

Influential People for the

Latino community of

Massachusetts.

The Powermeter

P22

Latinos continue to be

the perfect target for the

Massachusetts

advertising industry.

Marketing

P44

Seven points of view: a

look at seven ompanies in

Massachusetts here

Latinos have made a

name for themselves.

Corporate

Profiles

COVER STORY P11

A list of 25 Hispanic

rising stars that we

need to keep an eye

on during 2008.

Our thermometer

P33

The guide to

Hispanic media in

Massachusetts.

Media Guide

P50

EEDDIITTOORRJavier Marín

MMAANNAAGGIINNGG EEDDIITTOORRMarcela García

CCOONNTTRRIIBBUUTTIINNGGEEDDIITTOORR

Marcos López

EEDDIITTOORRIIAALLCCOOOORRDDIINNAATTOORR

Jeanne Liendo

WWRRIITTEERRSSIngrid Prifer

Jon UrruzunoDaniela Briceño

CCOOPPYY EEDDIITTOORRSusan Chasen

PPHHOOTTOOGGRRAAPPHHYYIngrid Prifer

Will NunnallyMarcos Toledo

TTRRAAFFFFIICCLisy Huerta

DDEESSIIGGNNLuis Pacheco

Zhaidett Martínez

Copyright © 2007Hispanic News Press1318 Beacon Street

Suite 15Brookline, MA 02446

(617) 232-0996

P6

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TIME DESCRIPTION

EL PLANETA AWARD 2007 PRESENTATION

"PODEROMETRO 2007" PRESENTATION

SPECIAL RECOGNITION - THE LATINO EVENT OF THE YEAR

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tEl Planeta

Award 2007 Frieda García FFrriieeddaa GGaarrccííaa:: FFiivvee ddaayyss tthhaatt cchhaannggeedd tthhee rreesstt ooff hheerr lliiffee.. FFoorrttyy yyeeaarrss ffoorr hheerr ttoo cchhaannggee tthhee lliiffee ooff ootthheerrss

Five days on a ship. That's all it took tochange the life of Frieda García, a naturalborn leader who carried on her shouldersher goals and those of every other Hispanicwoman who tried to succeed in Boston ata time when diversity was a far-fetchedideal. Yet she made her dreams happen,along with those of countless people whofollowed her example and guidance.

García co-founded Alianza Hispana, anorganization that has worked for the past40 years helping move forward the statusof the Hispanic community inMassachusetts, where Latinos havebecome engrained in the workings of dailylife. Her struggle to thrive in the UnitedStates and have a positive impact onothers began when she was a youngimmigrant girl, and have continued.

When García was eight years old shecame to the United States on a ship from

Dominican Republic, a journey thatremained engraved in her memory. "I wassea sick, and could barely eat anythingthroughout the five day trip from PuertoPlata, Dominican Republic to New York.But my brother, Carlos Ernesto (Charlie), atefor both of us and had a good time,"García said. Remembering those daysbrings a lot of emotion to her eyes, as hermemory takes her back to that coldThursday on October 17, 1940 when herfamily first arrived. Marina Sanabia, García'smother, migrated in hopes of a proper carefor her son, who was born with mentalretardation and a better future for herselfand her daughter. Last month Marina was101 years old and moved back toDominican Republic.

While Marina lived in theUnited States, she alwaysfound a way to provide for

her family, first by doing hand sewing workat home for wealthy families in New Yorkand later after the war broke out by being afactory worker. García remembers her as avery dedicated, old-fashioned mother. "Sheused to come home from work with hercoat and hat still on, she will start to cookfor us, because as all Latino mothers do,they work at home more than they haveto," she said. When García turned 15, hermother gave her a modest quinceañeradiamond in their home, a gift that Marinahad to work overtime to afford and Garcíastill cherishes after all these years.

Though the family spent the first yearsmoving from one furnished room to another

in the Big Apple, García said sheremembers finally settling

down when she movedwith her mother and

brother to 111th

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"I COULDN'T GET INTO PRIVATESCHOOLS BECAUSE I WAS LATINA. WHEN I TRIED SPEAKINGENGLISH TO THEM THEY WOULDN'T UNDERSTAND ME. BUT IKEPT TRYING UNTIL I GOT INTO MOUNT SAINT DOMINICACADEMY."

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"I CRIED AND CRIED UNTIL I WAS GIVEN AN ULTIMATUM. THEY TOLD ME IF I KEPT CRYING IWAS GOING TO HAVE TO LEAVE THE SCHOOL.THAT'S WHEN MY ATTITUDE CHANGED. THEN IWAS ABLE TO CONTINUE AND GRADUATE. DOMINIC SISTERS WERE MORE LIBERAL THAN MY MOTHER."

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Street, between Amsterdam andBroadway, right near Columbia University.

Coming from the Caribbean, she had noexpectations or experience of snow. "Thefirst snow that winter was at 2 O'clock andthe three of us went out to play" saidGarcia. It was such a memorableexperience that she still remembers to callher mother during the first snow showersof the season, just to recall fond memories.It was also in New York when she met oneof the people she admired, a physicianwho after his regular working hours in hisPark Avenue office would help needyfamilies and provided healthcare toGarcía's family, especially in treating herbrother's condition.

As she grew up and matured in a latinoenclave in New York, García became moreinterested in finishing high school, andthen she wanted the normal life anyAmerican girl deserved. But With plenty ofreading, something she was passionateabout, her English-speaking skillsimproved. However, García neverdisplaced her native language. At home,her family only spoke Spanish because hermother never learned English.

"At first, I couldn't get into private catholicschools because I was Latina. When I wastwelve I got into Mount Saint DominicAcademy" García said she was probablythe first New York-raised Latina to get intothe exclusive academy, although during hertime at the school she met several SouthAmerican women. Mount Saint DominicAcademy is a Catholic college preparatoryschool for young women in Caldwell, New

Jersey."The first few months were pretty harsh,"

García continued. "I cried and cried until Iwas given an ultimatum. They told me if Ikept crying I was going to have to leavethe school. That's when my attitudechanged. Then I was able to continue andgraduate. Dominic sisters were more liberalthan my mother," she joked. "[The sisters]taught me how to play cards, bridge andgolf. It was a school that focused onteaching girls how to be future wives, butone of the nuns noticed I was capable ofgetting into college," García said proudly.Once she graduated, García enrolled atFordham University in New York.

After two years of college, García marriedJuan Isidro Jimenez, a Dominican manwhose family ran several businesses inland and cattle back ownership in theisland. As a couple, they planned to moveback to Dominican Republic. They madeone stop on the way at Ocala, Fla., wherethey saw racial segregation first hand.Garcia lived some of the crucial momentsof the racial struggle in 1954, when themovements for equality were just gainingmomentum. "It really shocked me howtheaters had seating areas for whites andbalconies for people of color, and thebalconies were always under constructionor being repaired" García described. Afterliving through this, she was ready to headback to her homeland.

Frieda García lived three years in El Valle,a place with no electric power or runningwater. There, she started teaching thechildren of the workers and their parents at

night, as well as bring a priest to holdSunday mass every week. Once a monthshe traveled to Santo Domingo, the capital,to visit the movie theaters, buy food andmagazines. But during her stay inDominican Republic, there was somethingthat impacted her perception of life. Shewitnessed the hardships and injusticepeople suffered while living under thedictatorship of General Trujillo, the samedictatorship which was often backed byUS politicians.

In 1958, García returned to the UnitedStates, separated from her husband,without a job and without any documents.The US Consul in Santo Domingo tookaway her citizenship because the last yearshe voted for Trujillo. "My in laws werebeginging to have problems with Trujilloand I felt obligated to hand out my cedulato get it stamped with a vote for the onlycandidate - the dictator" García said. Withthe help of a New York Congressman, shegot her citizenship back and was able togo back to college from 1960 to 1964 atthe New School for Social Research,located in the Village. At the time, thisschool had the reputation of beingbreeding grounds for left-wing activists andwas regarded as a communist institution.

García moved to Boston in 1965, a citywhere any social worker with the desire tohelp the minority had a hard time landing ajob. After two months of job search shebegan working at the Boston Departmentof Public Aid in Roxbury. By 1969 shenoted the number of Hispanic residentsincrease around her, she began to grow

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worried of how many of themwere being left behind, of howmany marginal Hispanic familieslived in Boston. This concerndrove her to find people, pullstrings, do anything to promoteinitiatives that would help thesefamilies receive proper attentionand education.

That same year, she workedalong side Hubie Jones, who atthe time was the Director of TheRoxbury's Multiservice Center."Jones had recently seen the conflict thatoccurred between the Afro-American andLatino community in Harlem, New York,where he grew up and he didn't want tosee that happen in Boston," García said."The first job he gave me: observe andevaluate activity in the Hispanic communityin Boston. Who are the communityleaders? How are they organized? Andadvice the Center what to do next."

Frieda García remembers with highesteem the work non-profit organization,Inquilinos Boricuas en Accion (IBA),performed during that time. Her exposureto Latino leadership led her to a group ofresidents in Roxbury who were meeting ona regular basis and called themselves LaAlianza Hispana to unite and represent allother Hispanic community initiatives.Eventually García convinced Hubie Jonesto provide strong support for AlianzaHispana. Jones released Frieda Garcia towork part time with that fledgingorganization. This way, the group gainedthe proper recognition and respect fromthe city and state authorities.

But it wasn't easy. García had to fight forthe cause to be included in the federallyfunded budgets. "Even on the day whenthere was going to be a ruling on whether

they were going to include the AlianzaHispana's one million dollar proposal, therewere several key politicians who insistedon ignoring the place of our community,"García said. "I grabbed my phone, calledTed Kennedy, and asked him for hissupport in getting proper funding forAlianza Hispana. Not only did he have apositive response, but he acted on it."Senator Kennedy's brief but keyintervention is something García is stillgrateful for, for it was a vital step for AlianzaHispana during its early stages. Under theleadership of Frieda García and Ana MaríaRodriguez, and Betsy Tregar (also knownas Las Tres Maria), La Alianza Hispanabegan to get structured and launched aunique program to educate Hispanicmothers, English classes for newly arrivedimmigrants, and guidance in matters suchas housing, healthcare, etc. After 1973García leaves the Aliance on a very solidposition and went to MIT as a communityfellow for one year, and worked forSolomon Carter Fuller Mental HealthCenter for four years and then worked asExceutive Director at United South EndSettlement (USES) for twenty years.

García has never stopped working tohelp the voice of the Hispanic community

be heard statewide. She isespecially dedicated to helpingLatinos status inMassachusetts. For thatreason, there is no communityleader, politician orentrepreneur in Boston whoisn't familiar with Frieda García.

For the past 36 years shehas lived with Byron Rushing, amember of the MassachusettsHouse of Representativessince 1982. The product of her

lifelong work helped her become the firstHispanic woman to be put in charge ofHispanic Affairs in Massachusetts byGov. Francis Sargent and to be namedadvisor of the Boston Youth Council byMayor Kevin White and member of thecommittee to nominate judges byGovernor Michael S. Dukakis.

TThhee ffoolllloowwiinngg aarree ssoommee ooff tthheeoorrggaanniizzaattiioonnss wwhhiicchh hhaavvee hhaadd FFrriieeddaaGGaarrccííaa aass aa mmeemmbbeerr ooff tthheeiirr bbooaarrdd ooffddiirreeccttoorrss,, bbooaarrdd ooff ttrruusstteeeess oorr aaddvviissoorryybbooaarrddss::

- United Community Planning Corp- United Way- Episcopal City Mission- Roxbury Defenders Committee- Massachusetts Center for Political

Studies- Massachusetts Women Political

Caucus- Charles Street Circle- P.R.E.S.S (Puerto Rican Entering and

Settling Services)- Boston Center for the Arts- Traveler's Aid- Red Cross- Committee on Criminal Justice -

Utilization of Women Task Force

8 Poderometro2007

"SHE USED TO COME HOME FROM WORK ANDCOOK FOR US, BECAUSE AS ALL LATINO MOTHERS DO, THEY WORK AT HOME MORETHAN THEY HAVE TO."t

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- Rainbow, Inc.- Children's Multi-Cultural Project

- The Massachusetts Foundation forHumanities and Public Policy

- New England Spanish AmericanRegional Council

- Y.W.C.A.- Associated Day Care- Committee for Public Housing- Roxbury Juvenile Court Advisory

Committee- Neighborhood Centers for Youth- Federation of Black Directors- I.B.A. Tenant Selection Committee- Atlantic Television- Copley Square Centennial Committee- The Carol Dimaiti - Stuart Foundation- Hispanic Office of Planning &

Evaluation (HOPE)- Isabella Stewart Gardner Museum- Boston Foundation (Chairman of the

Board 1992-1997)

- Museum of Fine Arts School- Association Grantmakers of

Massachusetts- Northeastern University

HHOONNOORRAARRYY DDEEGGRREEEESS BBYY- Roxbury Community College- Northeastern University- Wheelock Community College

RREECCOOGGNNIITTIIOONNSS- Drum Major for Peace Award 1981- Big Sister Association Gold Medal of

Honor 1985- Jorge Hernandez leadership Award -

IBA 1987- Abigail Adams Award 1993- Massachusetts Legislative Black

Caucus Award 1995- Family Day Care Honoree 1995- Adelante Award - HOPE 1996- Community Building Excellence

Award 1998- Community Leadership Award by

MA Department of Health 2001- Vivienne s. Thomson Award - ABCD

1998- Humanitarian Award - NCCJ 2000- Inducted to the Academy of Women

Achievers - YWCA, Class of 2001 - Center forTeen Empowerment

Tribute to Garcia and Rushing - 2005- Con Salud y Trova - Alianza Hispana

2007

The El Planeta newspaper editorialboard and the Hispanic News Presspublishing company board of directorsare proud to present the El PlanetaAward 2007 to Frieda García, inrecognition of her passion anddedication towards advancing thestanding of the Hispanic family inMassachusetts.

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They employ Latinos; they cater toour community in different ways; theybelieve in racial and cultural diversity;they assign funds to help and promotea multicultural environment in theworkplace; some of them even do all ofthe above not only in Boston orMassachusetts, but all over thecountry.

These are seven companies (themajority of them based in NewEngland) that have believed in the talentand potential of Latinos for theprofessional development of thecommunity. To promote diversity, theyencourage the creation of minority worknetworks, among other initiatives.

Musicians, chefs, teachers, students,executives, and salesmen - those aresome of the faces that highlight theHispanic point of view of the examinedcompanies, which are, without a doubt,the most valuable players according toour criteria. However, we are certainthat these people and their companiesrepresent only a tiny fraction of the bigwave currently affecting the political,economic and social landscape of theUnited States, the big wave that canbe summarized in just one word:Latino.

Corporate

Most Valuable

Playerst

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t Corporate MVPBuilding a strong bond

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In 2005, Hispanic employees at State

Street formed a networking group to help

strengthen their relationship with the Boston

Latino community. But it only had three

members. To turn this into a nationwide

movement to create a strong bond between

the company and Latino people took a lot of

effort, but founder Hector Camacho was up

for it.

"It was definitely challenging," said

Camacho, State Street's vice-president of

investor services. "But we had a goal, we

had our objectives, and we knew what we

wanted to do. We knew that we had a great

opportunity to grow and provide help to State

Street through our recruiting and professional

development, as other networking groups

have done in the past."

Camacho and colleagues Dexie Garcia and

Jose Garcia created the Latin American

Professionals Group (LAPG) in response to

State Street's initiative to promote diversity

and unity among its staff. Now, just a year

and a half after hosting its first event, the

group's membership has reached 200. In that

time, LAPG has been involved in numerous

professional-development efforts in the Latino

community and has provided assistance to

several non-profit organizations.

Initially, the group focused on helping

employees network within the company. But

as the ranks of the LAPG grew, so did its

potential and influence.

"When we started with three people it was

very difficult to get things done and providePhoto: HNPHHééccttoorr LLóóppeezz--CCaammaacchhoo

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With $15.1 trillion in assets under custodyand $2 trillion under management, StateStreet is the world's leading provider of fi-nancial services to institutional investors

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help to the extent that we wanted to.

But as we got people excited and we

held different events, we have been

able to reach out to more non-

profits," Camacho said.

Members volunteer to provide

career counseling to minorities

through several non-profit

organizations. Also, when one of

these organizations needs financial

help, LAPG members lobby State

Street to take it under its wing. In

recent years, State Street has helped

fund a variety of programs, including

Sociedad Latina and Children's Trust

Fund. For the latter, the company

sponsored advertisements as well as

a Spanish-language website for its

"One Tough Job" campaign to

promote good parenting skills.

The successes of the LAPG have

gone a long way to strengthen the

bond between State Street and

Boston's Latino community. Not only

have Hispanic employees advanced in

their careers within the company as a

result, but they have also had a

positive impact in the community.

With the momentum of its rapid

growth, Camacho said, the LAPG

plans to expand into other areas of

Massachusetts, such as Quincy and

Westwood, as well as into other

states.

In 2006, State Street did more than

$27.5 million in business with 43

minority-owned companies. A

statement from State Street to

Hispanic News Press described the

company's strategy: "We invest in the

hopes of developing a more diverse

financial services industry."

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One of the company's priorities is its

Global Inclusion Initiative, a mission to

provide employees from all walks of life

guidance and the opportunity to perform to

their potential. Under this initiative, 21

networking groups have been formed since

2000. State Street has also established an

online tutorial to educate employees about

diversity in the workplace.

The company has provided grants totaling

$81,000 to the Robert Toigo Foundation, an

institution that encourages minority students

to consider finance as a career, and it has

hired more than 100 minority interns over

the past four years.

"We seek to be a place where all

employees are engaged and valued,"

continued the statement from the company.

"We are so committed to building and

retaining a diverse pipeline, that it is

explicitly one of our three priorities for global

inclusion. In addition, State Street has a

specific, numeric goal for diversity at our

senior levels in the organization."

Camacho, who began working at State

Street in 2001 as an investment analyst and

worked his way to his current vice-president

position, said he is not surprised by LAPG's

success or its influence on the Latino

community.

"Obviously State Street is a big employer

of Latinos," he added. "We knew that other

people would be interested in our

efforts. But, we are still in our

infant stage. We are

growing

exponentially." The

LAPG expects to

reach 500

members within the

next few years.

"In my own

group, the kind of

support we have

been getting has

been amazing,"

Camacho said.

"I'm definitely

sold on what

State Street has

done."

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t Hispanic culture flourishes at Berkleee College of Music

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For musicians worldwide, the Berklee College of Music

stands tall as the premier institution for higher learning.

Bassist Oscar Stagnaro could see it all the way from his

homeland of Peru. In his eyes, Berklee was a mythical

place where musicians from around the globe gathered,

shared their influences, and grew in their artistic potential.

But for many years, Latinos were missing out.

When Stagnaro graduated from Berklee and began

teaching there in 1988, he was one of only a handful of

Latino professors. Now, thanks to Berklee's efforts to

increase diversity among its staff and students, Latinos

have become an influential part of the college community.

"[Berklee] is the top of the mountain," Stagnaro said. "I

always dreamt of coming here. The standing this university

has internationally is truly impressive. Latinos come to

Berklee and realize their talent, and their music is as good

as any other."

Today, Stagnaro is one of 18 Latino faculty members at

Berklee. And, while still a relatively small number, you're not

likely to find a group of professors anywhere else in Boston

who contribute more to their colleges and universities than

these do.

These professors bring to Berklee their unique musical

knowledge and experience, blending mainstream currents

with lesser-known styles originating in a variety of Hispanic

countries. This fusion has resulted in offerings of 45

courses relating to Latin musical traditions, such as "Writing

in Salsa Styles" and "Brazilian Percussion." But Berklee's

Latino faculty members don't just confine themselves to the

classroom. They work closely with students, organizing

events, performances, and lectures. During Hispanic

Heritage Month, they work together produce Berklee's Latin

Culture Celebration, a weeklong festival with special guest

speakers and performances.

It has taken some time for Berklee to establish its Latino

community and to incorporate Hispanic musical heritage

into its curriculum, but now it is determined to continue

nurturing this relationship.

"Every year we get more support from the administration.

That way, the Latino community becomes stronger and

Corporate MVP

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more noticeable at Berklee," said Mili Bermejo,

an Argentinean vocalist and a teacher at Berklee

since graduating in 1984.

Since Roger Brown became president of

Berklee in 2005, the college has taken a more

aggressive approach toward creating a more

diverse student body and expanding its reach

internationally. The cornerstone of this effort has

been a $1 million annual budget for diversity

initiatives, which so far have included creating a

vice-president for diversity and cultural inclusion,

and establishing new scholarships.

"We find that we are a better college of

contemporary music when we are representative

of the various cultures of the world and of the city

of Boston," said James McCoy, director for

community and governmental affairs. "The more

we can incorporate people from all the different

cultures of the world, the stronger we are

musically, professionally, and educationally."

Hispanic representation in the student body

has increased sharply in recent years. In 1999,

Latinos comprised 2 percent of the freshman

class. In 2006, the proportion had grown to 14

percent. Comparable increases have also

occurred among African-Americans and other

minority groups.

However, this trend has not been reflected in

faculty and staff numbers. Only 3.4 percent of

the faculty and 5.3 percent of Berklee

employees are Latino.

"We are obviously looking forward to raising

that number. But on the students' side, there

has been aggressive recruitment and a huge

increase," said Myra Hindus, Berklee's new

vice-president for diversity and cultural affairs.

As part of the college's effort to create a

diverse student body, several scholarships

have been established and community-

outreach programs in Boston have been

expanded.

In December, Berklee will celebrate the

opening of The Music Clubhouse in Jamaica

Plain, a program to bring free music education

to inner-city children. Berklee, working in

partnership with the Hyde Square Task Force

and the Music and Youth Initiative, will provide

equipment and instruments, and its students

will teach the children.

McCoy said this program is one of several

designed to attract more diverse students and

to help talented, underprivileged young people

eventually become students at Berklee.

"It's a direct route to get into college," said

McCoy. "We are building them up right now,

at a young age, so that they will be ready to

compete for scholarships in the future."

Latin music stars and Berklee alumni, Juan

Luis Guerra, Gloria Estefan, and Michel

Camilo have contributed to this project as

well. Each is funding a full, four-year

scholarship, known as Presidential Scholar

Awards, for needy students to study at

Berklee.

Stagnaro said he gives credit to Berklee for

their recruitment efforts. In just a few years, he

has witnessed the growth of a vibrant Latino

community within the college. And he knows

how meaningful these scholarships are for

aspiring artists, especially those coming from

underprivileged backgrounds.

"Many people think that we Latinos are third-

world people, but that may only be

economically. In terms of talent, that's not the

case. We have a lot to offer," he said.

17Poderometro2007

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18 Poderometro2007

t Corporate MVP

Sprint builds the bridgeWWiitthh ssttoorreess iinn JJaammaaiiccaa PPllaaiinn,,

SSoommeerrvviillllee,, LLaawwrreennccee aanndd ootthheerr

ccoommmmuunniittiieess iinn tthhee GGrreeaatteerr BBoossttoonn

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eexxppeerriieennccee iinn tthheeiirr oowwnn llaanngguuaaggee

Angélica Padilla doesn't sell mobile phones for

a living. She helps thousands of Latino

immigrants get in touch with their families by

welcoming them into the world of wireless

communications. That's what working with Sprint

means to her.

As manager of MPI Wireless, one of Sprint's

local dealer networks in the Greater Boston

area, she knows that's what cell phones

represent to the majority of Latinos: keeping in

touch with loved ones. But without the help of

employees like Padilla, many customers wouldn't

have that opportunity.

"The language barrier is one of the first

obstacles Hispanics face when we come to this

country," Padilla said. "Many of our clients are

immigrants, and cell phones are the only

medium they have to contact their families in

other countries. This is not just a job. It's an

opportunity to help our own people through the

service that we provide."

Born in Colombia, Padilla has worked at MPI

Wireless for three years. In that time, she has

seen an increase in the number of Latino clients

and retailers in the area. Now, she manages

three of the company's seven local stores and a

customer-service department launched in 2004

specifically for Hispanic customers.

All of the retailer's employees are Latino. And,

according to Padilla, so are the majority of its

clients. That's where MPI Wireless has an

advantage, she said. With stores in Jamaica

Plain, Somerville, Lawrence and other

communities in the Greater Boston area,

customers can get wireless service in their own

language and with help from employees who

understand their needs.

In Massachusetts, Hispanic retailers own 10

percent of Sprint's local dealer network, and 10

Phot

o: W

ill N

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Sprint store representative

Amanda Silveiraand manager

Angelica Padilla, who manages three

Greater Boston AreaSprint stores

pag_18_19.qxp 11/28/2007 5:31 PM PÆgina 2

percent of its employees are Hispanic.

Nationwide, Sprint employs 59,000

people, 12 percent of whom are

Hispanic.

Padilla said the boost in the number of

Latino clients has not gone unnoticed by

Sprint. As the need for Hispanic-oriented

retailers has increased, Sprint's services

to the Hispanic community have

skyrocketed, and its marketing has

become more dynamic.

Several Hispanic business magazines

have recognized Sprint's work in recent

years. This year, Sprint was ranked 28th

on DiversityInc.'s list of the Top 50

Companies for Diversity, and last year

Marketing y Medio named the company

Marketer of the Year. The company's

award-winning campaigns have included

partnerships with artists Maná, Bad Boy

Latino, and Juanes, as well as NASCAR

driver Juan Pablo Montoya.

"Sprint has recognized the importance

of the Hispanic-language demographics

and we have developed a unique

relationship," says Sprint spokesman

Mark Elliot. "Wireless communications is

something that touches everyone's

lives."

To win over Latino customers, Sprint

launched a variety of products that truly

appeal to the cultural, entertainment and

sports preferences of the community.

What better way to please Hispanic

clients than by offering Reggaeton ring

tones and live soccer on mobile

phones?

In 2006, Sprint became the first

provider to offer Spanish-language live

TV on mobile phones. The package,

which includes ESPN Deportes,

Discovery en Español, and the History

Channel en Español, is the latest of

several Latino-oriented products the

company has released. Along with the

launch of Sprint TV en Vivo last year,

according to Elliot, the Sprint Music

Store has more than tripled its Hispanic

music offerings, now providing 95,000

titles. And by adding Salsa, Reggaeton,

Bachata and Tejano to its ringer

repertoire, Sprint is seeking to satisfy the

diverse musical tastes within the Latino

community.

Sprint's phones also offer services

from Spanish-language menus to news

reports, weather information, and sports

and entertainment news.

"We are really unique in that our

marketing campaign includes so many

applications and content-driven

opportunities that fit the Hispanic-

language population," Elliot said. "It

helps them live their culture through their

wireless device."

"Diversity is one of the cornerstones of

Sprint," Elliot said. "It has enabled us to

become a better service provider and to

satisfy our customers' needs. We are

proud of our leadership within the

industry on many fronts, including

reaching out to the Hispanic population."

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20 Poderometro2007

t Corporate MVP Robert Rodríguez is president of Dunkin' Donuts

AA LLaattiinnoo ttaakkeess tthhee hheellmm ooff oonnee ooff BBoossttoonn''ss eemmbblleemmaattiicc ccoommppaanniieess:: AA mmaajjoorr lleeaagguuee cchhaalllleennggee

No one in Quincy would have predicted the

success of the small donut shop William

Rosenberg opened in their town in 1950.

From selling donuts in suburban

Massachusetts to becoming one of the

world's most recognizable brands - Dunkin'

Donuts, now, with a presence in 33 countries,

is global. And, of course, its stores remain a

staple in Boston and throughout New England.

In Canton, Massachusetts, Royall Street

could easily be mistaken for any other

suburban road on the outskirts of Boston. But

a couple miles down the way, two imposing

buildings stand above the landscape: one, the

corporate headquarters of Reebok Inc.; the

other, Dunkin' Brands, parent company of

Dunkin' Donuts.

How Rosenberg's original coffee and donut

shop got to its current standing is a story

worth retelling. It's the textbook lesson, the

tale aspiring entrepreneurs dream of, the case

study told over and over in business schools

across the nation. Dunkin' Donuts went from

being a family business to becoming part of a

French multinational corporation, and back

again into private ownership. Then, in April

2006, the owners of Dunkin' Brands took an

unprecedented step: Robert Rodríguez, a

Hispanic executive, was named president of

its main enterprise, Dunkin' Donuts.

Roberto (as Rodríguez likes to be called)

comes from a Cuban family, and, like many

Hispanic immigrants, arrived with nothing more

than the will to succeed, the desire to work

hard, and the hope of establishing a stable

home in a free country. He remembers with

pride the values his parents taught him and

credits them for his success.

Being president of Dunkin' Donuts is

inherently demanding, but being the firstPho

to: H

NP

Robert Rodríguez,President of Dunkin'Donuts

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21Poderometro2007

"THIS IS THE COUNTRY WITH THE MOST DIVERSITY,"HE SAID. "I'M AN EXAMPLE OF THAT DIVERSITY. ICAME FROM CUBA THE SAME WAY MANY OTHERSHAVE, WITH MY PARENTS, WITHOUT MONEY. WE LIVED EIGHT PEOPLE IN ONE APARTMENT."

tt

Hispanic to hold the position and lead

the company makes it even more

challenging. He has to prove to the

owners of Dunkin' Brands that they are

steering their company in the right

direction, that the future of business

worldwide is one that will embrace

diversity in top-level executive

management. And, that he was the

right choice for the job. Now, with

Rodríguez in charge, the company is

following a path many businesses

around the globe have already

traveled.

Rodríguez has approximately 800

employees working for him, almost

two-thirds of the Dunkin' Brands staff.

That's more than 6,700 stores, and

2.7 million cups of coffee sold daily.

"Every day I make myself a cortadito

(Cuban-style coffee) at home," says

Rodríguez, as always, displaying

affection for his culture and heritage.

Coffee is as important to him as it is to

most Hispanics. It is part of the daily

routine, but it's also a morning ritual

that celebrates Latino tradition.

When asked about what influenced

his professional life, Rodríguez recalls

the principles his parents taught him

as a child, when his journey as an

immigrant in the United States was just

beginning.

"This is the country with the most

diversity," he said. "I'm an example of

that diversity. I came from Cuba the

same way many others have, with my

parents, without money. We lived eight

people in one apartment.

"I couldn't let my parents down. I

always made the best of the

opportunity to learn and to get

educated," Rodríguez said. "To be

successful you must be educated."

Rodríguez received a bachelor's

degree from the University of

Redlands, in California, and a master's

degree from the Kellogg School of

Management at Northwestern

University, in Illinois.

Rodríguez knows his part well. He is

now a leader and a role model to the

Latino community. And the

responsibility he now has places him in

a position where his decisions have a

direct impact on the lives of many

young people whose first job is

working at a Dunkin' Donuts.

"In our company we don't directly

hire staff for our stores. That is the

responsibility of store owners. But we

do make sure to educate and train the

personnel. Training and education are

essential for Dunkin' Donuts. We

always remember our first jobs,"

Rodríguez said. He recalled his own

first job, working at a McDonald's in

Miami when he was 19, back in 1971.

During his 12 year working at

McDonald's and 13 years with

PepsiCo, Rodríguez held numerous

positions that had him moving

frequently. He has lived in California,

Texas, Utah, Tennessee, Florida, and

now, Massachusetts. After 36 years

working from coast to coast for three

of the most recognizable brands in

America, Rodríguez is confident he

knows the Latino market, its tradition,

its preferences, and its loyalty. There is

perhaps only one thing that means

more to him: his family.

Rodríguez's daughter, María, is a

lawyer in California who, as a child,

dreamed of someday becoming the

first Hispanic woman president of the

United States. His other children, Alec,

Bryan, Evan, and Tess, live with him

and his wife Sylvia in Waltham. The

president of Dunkin' Donuts is also a

sports fan, with an affinity for teams

that have evolved into dynasties.

He has rooted for the Celtics, the

Packers, and the Yankees, during his

years working for McDonald's,

PepsiCo and Dunkin' Donuts. That's

51 championship teams while working

for three of the premier brand names in

the country. In his job, as in sports, he

likes being on top. That's why Dunkin'

Brands needs Robert Rodríguez. They

can see he likes to succeed, and they

want to be on the winning team with

him.

There are changes coming to Dunkin'

Donuts. The company plans to expand

its presence in the South, to revamp

its menu, and most importantly, to

begin an aggressive campaign to

boost diversity in its staff. And what

better way to prove its commitment to

diversity than by appointing Rodríguez

to its top leadership position. With

Rodríguez at the helm, the company

has found a man with a global

perspective, and a Latino background,

who can be a role model to the

community and living proof that with

determination and education, anything

is within reach.

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22 Poderometro2007

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1

3

t

32

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Here they are: the 100 Most Influential People in the Hispaniccommunity of Massachusetts. They are people who had a great yearmaking a difference in our community, Latinos and non-Latinos;people who contribute or do their jobs in an extraordinary way; peoplefrom all walks of life and from towns and cities across the state;professionals, executives, entrepreneurs, students, housewives, andordinary people who have influenced the Latino community throughtheir actions, values and positions of responsibility.

Our method for compiling the list was simple. The final result comesfrom two sources: nominees of our 2007 advisory committee andyour submissions. You spoke, and we listened: we received over 200nominations through our online and print forms.

The 2007 Powermeter Advisory Committee (see pages 34-35)provided invaluable input in determining the final 100 names. Thecommittee includes members of the community who have first-handknowledge of the state's movers and shakers, and its power structure.

Also, this year and for the first time, we present you with our list of25 Future "Powermeters" (see page 33). These 25 men and womenhave each done something that caught our attention, and we believethat one day they could be joining the ranks of our Powermeter list.We feel they should be recognized, and encouraged to continueexcelling at what they do. Also, it is our way of telling them: we'rewatching you.

EEnnjjooyy.. TThhaannkk yyoouu..TThhee EEddiittoorrss

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Born in Spain to Mexican parents, Abeyta is theprincipal of McKay Elementary School in EastBoston. Abeyta, who got her master's degreefrom Harvard Graduate School of Education, isin charge of 674 students (grades K-8) and 67employees. Latinos make up approximately 90percent of McKay's student body.

t t

One of the few names that have made this listthree times, Acevedo is a key figure in Boston'sHispanic professionals scene. Acevedo, as theexecutive director of the Greater BostonHispanic-American Chamber of Commerce, hastruly provided Latinos with invaluable resourcesfor improving access to capital and education.

The Venezuelan chef, owner of La Casa de Pedro,had a great year taking one of the most successfulLatino restaurants in the Greater Boston area toanother level: he reopened it in a bigger and morespectacular space. Alarcón continues to be aninspiration to newcomers, always displaying hisfriendly and warm nature when he greets and talksto customers at his tables.

t

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One of only four Latino legislators in the StateHouse, Alicea was elected in November 2006 torepresent the 6th Worcester District. His districtconsists of Charlton, East Brookfield, Oxford,Southbridge, and Spencer in CentralMassachusetts. Alicea, who is of Puerto Ricandescent and lives in Charlton, was a probationofficer for Worcester Superior Court prior to hiselection as a state representative.

Álvarez Rodríguez, a long-standing figure inLawrence's political scene, won re-election lastmonth as city councilor at-large in a municipalelection marked by low turnout and generalindifference. She was the top vote-getter, earning hera fifth two-year term. Álvarez Rodríguez has said it isher last term, which has prompted speculation thatshe might run for mayor at the end of her term.

t

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The Boston Globe named the owner, director andcurator of Samson Projects - a three-year-old art galleryin the South End - as one of the most stylishBostonians. More importantly, Alvarez has become arespected figure and "art maven," as a local curatorand experienced "galerista." Alvarez, who was born inNew York and raised in the Dominican Republic,previously was a curatorial assistant at the MetropolitanMuseum of Art.

Stop & Shop appointed Alvarez, a PrincetonUniversity graduate, as its president and CEO inspring 2006. Since then, Alvarez has beenconsistently involved with the Hispanic communityand often participates in Latino professionalevents. Recently, Alvarez was elected to theboard of directors of TJX Companies Inc.

t

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Almost everybody in the community knows who heis: Alex Alvear, composer, bassist, singer, bandleader,and performing arts manager at the Center for LatinoArts at IBA (Inquilinos Boricuas en Acción). Lastmonth, Alvear released "Equatorial," a CD that bringstogether some of his most representative musicalwork from the past 20 years, inspired and based ontraditional music from his native Ecuador.

Besides her post as head of the Institute on Urban HealthResearch at Northeastern University, Amaro is the founderof two substance-abuse treatment programs for women inBoston: The MOM's Project (created 17 years ago), forpregnant women; and Entre Familia (founded 12 yearsago), for Latinas. She has also been on the Boston PublicHealth Commission Board since it was created in 1995.

t t

Arroyave, a product manager at EMC Corporationand president of the company's Latino AffinityGroup, is the only Latina in that position at herorganization. However, her community work as amentor to high school and college students, andteaching personal finance classes to Spanish-speaking people is what makes her a real leader inthe Hispanic community.

ABEYTA, ALMUDENA ACEVEDO, NADER

ALARCÓN, PEDRO ALICEA, GERALDO

ÁLVAREZ RODRÍGUEZ, NILKA ÁLVAREZ, CAMILO

ÁLVAREZ, JOSÉ ALVEAR, ALEX

AMARO, HORTENSIA ARROYAVE, MARISOL

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Avellani's work for the immigrant community in Bostonearned him national recognition this year: he won the2007 National Caring Award from The Caring Institute.As founder of the East Boston Adult Education Center,the former teacher has helped educate more than40,000 immigrants and refugees in East Boston,providing English classes, citizenship-test courses, andother continuing-education classes.

Martin Baron has been editor of the Boston Globe since2001. Baron, a Florida native who speaks fluentSpanish, moved to the South End and immersedhimself in Latino issues. He also has hired an array ofLatino/a talent, including Boston.com multimedia editorEd Medina, photographer Essdras Suarez, andreporters Johnny Diaz, Russell Contreras, and MariaCramer. This year, he added Tania deLuzuriaga, MiltonValencia, and Erin Ailworth to his reporting staff.

t

t

In 2003, Barrera co-founded The CommonwealthSeminar, which is a program to train diverse peopleand bring them to the State House. More than 350leaders have graduated from the program, andapproximately 20% of them have been Latinos.Barrera, a Mexican-American, has anundergraduate degree from Princeton Universityand a master's degree from Oxford University.

As founder of Boston's Latino International FilmFestival, Barriga [born in Los Angeles to Peruvianparents] has made it possible for local audiencesto enjoy Latino movies and documentaries thatotherwise would not make their way here. Sixyears after he launched it, the festival has made aname for itself and enjoys an internationalreputation.

t t

Berenguer is the radio voice of the Spanish-language Red Sox broadcast. He is a trueinspiration for Latinos: at age 13, he became abaseball statistician for a radio show; he calledhis first game in Spanish at 17. Berenguer, whowas born in Panama, was diagnosed with a rareform of cancer at age 3. He now remains cancer-free.

As director of grantmaking and special projects atThe Boston Foundation, Bermudez is in charge ofreviewing proposals. Bermudez was a key person inproviding funds for the Initiative for Diversity in CivicLeadership, a three-year, $1.1 million program to trainpeople from diverse backgrounds to be successfulpolitical leaders.

t t

Betancourt is the director of the Disparities SolutionCenter at Mass General Hospital; a senior scientist at theInstitute for Health Policy; an assistant professor ofmedicine at Harvard Medical School; and programdirector of multicultural education at MGH's MulticulturalAffairs Office. His primary areas of study include racialdisparities in healthcare, cross-cultural medicine, andminority recruitment into health professions.

Bossa, who was born in Colombia, hosts,produces, and directs "El Show de Fernandito,"an hour-long entertainment show broadcast onBoston Neighborhood Network. His showcontinues to be a platform for local Latino talent.

t t

Since 1975, Maria has been advocating forunder- represented communities to be includedin the life of cultural institutions. She is theprogram manager of community outreach at theMuseum of Science in Boston, where she worksto include youth (ages10 to 19) and adults of allabilities and cultures to fully-access theresources of the museum.

In spite of his loss as the only Hispanic on theBoston City Council, Arroyo remains a force inour community.

ARROYO, FÉLIX AVELLANI, DOMINIC

BARON, MARTIN BARRERA, JOEL

BARRIGA, JOSÉ BERENGUER, URI

BERMÚDEZ, ANGEL BETANCOURT, JOE

BOSSA, FERNANDO CABRERA, MARÍA

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An activist in the community, CalderónRosado is CEO of Inquilinos Boricuas enAcción, the organization of Villa Victoria'sresidents in the South End.

t tCALDERÓN-ROSADO, VANESSA

Campos has produced a significant body of workthat reflects her Afro-Cuban heritage. This year shewas celebrated with a 20-year retrospective thatopened in the Indianapolis Museum of Art and ispresently at Bass Museum in Miami. Campos,co-founder of GASP, a leading contemporary ArtGallery in Brookline, is also a professor of paintingand installation at the school of MFA.

CAMPOS, MA. MAGDALENA

With his radio morning show, "Empujando laMañana", Carrasco brings a mix of news andinformation, with a touch of humor, to an ever-growing Hispanic audience in Boston.

t tCARRASCO, MANNY

As program director of the Boys & Girls Club inLawrence, Carrasco-Vélez has shaped hundreds of liveshelping the youth in Lawrence and has made greatstrides in trying to lessen violence, prevent teenpregnancy, eliminate drug abuse and help young peoplemaximize their potential in their educational opportunities.She was recently given the award of "ExceptionalWoman" by Boston radio station, Magic 106.7.

CARRASCO-VÉLEZ, RAISA

Castrillo began teaching percussion at BerkleeSchool of Music in 1999. Growing up in the Cupeysection of San Juan, Puerto Rico, Castrillo's parentsgave him a set of timbales for Christmas when he wasseven years old, and he fell in love with it since. He hasplayed with famous performers like Arturo Sandoval,Tito Puente, Jennifer Lopez, Paquito D' Rivera, CeliaCruz, Gloria Estefan and Rubén Blades, among others.

t tCASTRILLO, EGUIE As the executive director for the state's Office of

Refugees and Immigration, Chacón oversees thestate government efforts to help immigrants witheducation, housing and healthcare. Chacón, aMexican-American, left the coveted position ofombudsman at the Boston Globe to pursue acareer in public service helping get currentgovernor Deval Patrick elected last year.

CHACÓN, RICHARD

Cheryl A. Coakley-Rivera is a democraticpolitician from Springfield, Massachusetts and theTenth Hampden District representative in theMassachusetts House of Representatives. Shehas served in this position since 1998, and isone of only four latino legislators in the StateHouse advocating for Hispanic issues.

t tCOAKLEY-RIVERA, CHERYL

Collazo was named this year executive directorof La Alianza Hispana, after serving for nearly ayear as the social service agency's interimdirector. Born in Puerto Rico, Collazo holds amaster's degree in business administration.

COLLAZO, JANET

t tCOVINO, DR. NICHOLAS Cuenca, owner of Cuencavision and the

Spanish-language weekly La Semana, is apioneer in the Hispanic TV and radio industry inNew England.

CUENCA, PETERA native of Everett, Covino is the president of the

Massachusetts School of Professional Psychology,located in West Roxbury. Covino successfully launchedthe Cynthia Lucero Latino Mental Health Program. Thisprogram increases desperately needed access to mentalhealth services for the underserved Latino community byincorporating cultural and linguistic competence into thetraining of his school's psychology students.

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A Red Sox reliever this past winning season,who sparked the interest of many Major Leagueteams, Del Carmen was born and raised in theHyde Park section of Boston. In 2000, he wasthe first Red Sox draftee from a Boston publichigh school (West Roxbury High) in 34 years. Hecontinues to be an inspiration to local Latino kidswho dream of becoming baseball players.

Author and Boston Globe reporter Díaz came toBoston from The Miami Herald, where he shareda Pulitzer Prize in 2000 for coverage of the EliánGonzález saga. His first novel, Boston BoysClub, was published this year.

t tDÍAZ, JOHNNY

This year, the prodigious Dominican authorpublished his second novel, The Brief WondrousLife of Oscar Wao, to great acclaim. Díaz is acreative-writing teacher at MIT, and he divideshis time between apartments in Harlem andHarvard Square.

DÍAZ, JUNOT

DEL CARMEN, MANNYDE OLIVEIRA, EDUARDO

Durán is the CEO of Casa Nueva Vida, the onlyhomeless shelter in Massachusetts with abilingual staff. Founded in 1987, Casa NuevaVida helps homeless families gain the educationand skills needed to pull themselves permanentlyout of poverty and into stable affordable housing.

t tDURÁN, MANUEL

Fernández Armesto was born in London to aSpanish father and an English mother. He holds thePrincipe de Asturias Chair in Spanish Culture andCivilization at Tufts University. Author of over 15books, Fernández Armesto is an internationallyrecognized expert on the history of globalexploration and in Spanish civilization. His work isredefining how scholars understand history.

FERNÁNDEZ ARMESTO, FELIPE

Ferrer was named executive director at BostonPublic Health Commission this year. Shepreviously served for five years as theCommission's deputy director, where she playeda key role in developing strategies to reduceBoston's infant mortality rate and in launching thecity's groundbreaking work to end racial andethnic health disparities.

t tFERRER, BÁRBARA

Fifield is a resident of Bunker Hill Community College.She previously served as president of HarrisburgArea Community College, a multi-campus institutionin Pennsylvania's state capital. During her tenure ateach institution, these colleges were selected asrecipient of the Charles Kennedy Equity Award fromthe Association of Community College Trustees forachievement of equity and opportunity for womenand persons of color.

FIFIELD, MARY

A 1984 graduate of UMass Boston, Fontanez wasthe first Hispanic woman to serve as head of theBoston Election Commission and the first Hispanicwoman to be a member of the Electoral College ofMassachusetts. A key figure in the 1960s "urbanrenewal" movement in the South End that resultedin the Villa Victoria complex, Fontanez continues tobe a political and community activist.

t tFONTANEZ, JOVITA

Born in Honduras, Francisco is a vice presidentat Veritude. Upon graduating from BostonUniversity, he joined the NFL and played for theNew England Patriots. He is an active memberof the Association of Latino Professionals inFinance and Accounting (ALPFA), in which hehas played a significant role in the organization'sgrowth from 100 to more than 800 members.

FRANCISCO, PAUL

Oliveira, originally from Brazil, is the founder and publisherof The Brazilian Journal, a Portuguese/Englishnewspaper based in Malden. He is also a columnist atThe Nashua Telegraph. Eduardo has broken a numberof immigration stories for his paper, for the Boston Globe,and a Portuguese radio station. He also has extensivelyinterviewed the presidential candidates as they havepassed through Massachusetts.

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Funes, born in Guatemala, came to Boston andchanged the city's Hispanic radio industry. Hebroke new ground in 1993, when he started hisown morning news radio program on WUNR1600AM. He celebrated the show's 14thanniversary last September.

t tFUNES, RENÉ

Recepient of El Planeta Award 2007. See pages6 to 9.

GARCÍA, FRIEDA

A vice president at Bank of America, García is alsothe current president of the Boston chapter of theAssociation of Latino Professionals in Finance andAccounting (ALPFA), which has more than 800members in the area. She teaches marketing atNortheastern University and holds an MBA fromBoston University and a BA from SUNY Albany andLa Sorbonne in Paris.

t tGARCÍA, YVONNE

Gerena is director, editor, and producer ofBoston Latino TV, an English-languageindependent production that highlights the Latinopresence in the Boston area. She has been along time member of the Boston chapter of theNational Association of Latino IndependentProducers. Gerena, originally from Puerto Rico,is committed to increasing positive portrayals ofLatinos in the media.

GERENA, DIGNA

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In his 29-year tenure at MGH, Dr. Ernesto González, adermatologist, has amassed a plethora of professionaland civic accomplishments. As an associate director ofMulticultural Affairs Office, González serves as a rolemodel and mentor to medical students, trainees andseasoned physicians, and is constantly sought out forhis knowledge and expertise on Hispanic issues. In2005 MGH instituted an award in his name foroutstanding service to the Latino community.

GONZÁLEZ, ERNESTO

For the past 13 years, the Salvadoran couplehas produced a radio entertainment show on1600AM called "Ritmo Guanaco". Theyestablished a foundation here under the samename that channels donations and assistance tofamilies in need in their home country.

t tGUTIÉRREZ, DANIEL Y CECILIA

Winner of El Planeta Award 2006, Herrera is thefounder of the Spanish Clinic at Brigham &Women's Hospital in Boston.

HERRERA-ACENA, GUILLERMO

The senior U.S. senator from Massachusettscontinues to work in support of the rights of 12million undocumented immigrants and theirlegalization. The senator, born in Brookline, wasone of the leaders of the comprehensiveimmigration reform effort.

t tKENNEDY, TED

Born in Dominican Republic, Lantigua has beena representative in the State House since 2003and is one of only four Latino legislators onBeacon Hill. He serves on the House Committeeon Ways and Means and the Joint Committeeon Elder Affairs.

LANTIGUA, WILLIAM

Golijov is an Argentinean musician, composer, andconductor, who won two Grammy awards last year. He isLoyola Professor of Music at College of the Holy Cross inWorcester, where he has taught since 1991 [1991-present.] He is also on the faculty of the BostonConservatory. Recent projects include "Azul," a celloconcerto for Yo-Yo Ma and the Boston Symphony, and thesoundtrack for Francis Ford Coppola's upcoming film"Youth without Youth."

GOLIJOV, OSVALDO

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As executive director of Centro Presente, anon-profit advocacy organization for Latinoimmigrants, Letona is a leader in the fight forimmigrants' rights locally. Born in El Salvador, shedid an outstanding job leading efforts to helpfamilies and children affected by the NewBedford raid.

t tLETONA, MARÍA ELENA

Liriano, president of Liriano Wealth AdvisoryGroup, moved from the Dominican Republicwhen he was 6 years old. He graduated fromBoston College and serves on the boards ofmany local non-profit organizations. He is alsofounder of Latino Professional Network and theLatino nightclub Mojitos.

LIRIANO, ERIC

t tLOBB, ROY AND LESLIE

López-Camacho, a Babson College graduate,is currently vice-president of investor services atState Street Corporation. He co-founded theLatin American Professionals Group at hiscompany to promote diversity.

LÓPEZ-CAMACHO, HÉCTOR

Born in Puerto Rico of Cuban descent, the RedSox third baseman earned the Most ValuablePlayer title as the team won the 2007 WorldSeries. Lowell is a testicular cancer survivor.

t tLOWELL, MIKE

As director of the Organization Maya K'iche,based in New Bedford, Lucas made a hugecontribution helping and advocating for theemployees detained in the immigration raid at theMichael Bianco factory.

LUCAS, ANÍBAL

t tMÁRQUEZ, DAVIDAs executive director for the Hyde Square Task Force,

Martínez has been named one of Boston's TenOutstanding Young Leaders by the Boston Jaycees. Healso has won the Civic Engagement Award from theBoston Foundation and a Best Practice Award in TeenProgramming for Youth Leadership and Achievementfrom Boston's After-School for All Partnership. Martínez isalso the only Latino sitting on the board of BostonFoundation.

MARTÍNEZ, CLAUDIO

The Cuban founder and artistic director of JoséMateo Ballet Theatre is one of the mostrespected ballet teachers in Boston. Hemanaged to turn his company into a successfulnon-profit through the development of a newmodel for ballet organization.

t tMATEO, JOSÉ

A sergeant with the Boston Police Department,McCarthy is assigned to work in District 7 (whichincludes East Boston). He is fluent in Spanishand is known for his helpful service andcommitment to the growing Hispanic communityin East Boston.

MCCARTHY, ARTHUR

The Lobbs, a Venezuelan-English couple,founded Latin Roots, a non-profit organizationbased in Lowell, to improve the performance ofLatino high school students in Massachusetts byimplementing En Camino, a program that appliesbest practices from successful projects acrossthe country and tailors them to the specific needsof each community.

Marquez is a police and security officer atMassachusetts General Hospital. In addition to hisdaily duties as an officer, Marquez is also a CPRinstructor for his department and the Norman KnightNursing Center for Clinical & ProfessionalDevelopment. A US Army veteran, Marquez recentlyreceived MGH's Ernesto González Award for hiscontribution to the community.

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t The Most Powerful People t

A true community leader and activist, Meléndezhas been a "bridge between two communities" inLawrence. She is the director of the Spanishprogram at Greater Lawrence Community ActionCouncil. Meléndez is also host of "La Voz delPueblo," a radio show broadcast on WHAV-AMthat supports her community work.

t tMELÉNDEZ, ISABEL

Mendes da Rocha is one of the most visible and activeadvocates for the Brazilian community in Massachusetts.He founded the Brazilian Immigrant Center in Allston in1995, and his work there has consisted of helping thecommunity on issues like legalization, workplace abuse,job discrimination, and deportation. He is also a memberof the Board of the Massachusetts Immigrant andRefugee Advocacy Coalition.

MENDES DA ROCHA, FAUSTO

Méndez-Morgan, of Puerto Rican descent, wasnamed senior appointments director in theGovernor's Office this year. She had previouslyworked at the Access Strategies Fund and hasbeen an advisor to several national voterparticipation efforts, such the ProgressiveMajority's Racial Justice Fund.

t tMÉNDEZ-MORGAN, LILY

Miranda is senior pastor of the CongregationLion of Judah, Boston's largest and most diverseLatino church. A graduate of Princeton Universitywho also holds a Master Degree from HarvardUniversity, he is also the founder and president ofCOPHANI, an organization of Hispanic pastors inNew England.

MIRANDA, ROBERTO S.

Mondejar is co-chair of Americans and CubansBuilding Community through Exchanges, Supportand Outreach (ACCESO), a local humanitariangroup that delivers resources to Cubancommunities and schools.

t tMONDEJAR, OSWALD

Morales, a special assistant to Governor DevalPatrick, is probably the highest-ranking Latino policymaker in the state. Prior to that job, Morales worked asan advisor to the Speaker of the MassachusettsHouse of Representatives on health care policy andstate finance. He is a former president of El Jolgorio deMassachusetts, Inc., a non-profit organizationdedicated to fostering leadership, civic engagementand educational attainment among Latino youth.

MORALES, DAVID

t tMORALES, PEDRO Negretti is the founding executive director of

¿Oíste?, the first and only statewide Latinopolitical organization in Massachusetts. Born andraised in Puerto Rico, she arrived toMassachusetts in 1992. Negretti was listed byBoston Magazine as one of 40 Bostonians toWatch (June, 2002) and as one of the 100 MostPowerful Women in Boston (May, 2003).

NEGRETI, GIOVANNA

Noorani joined the Massachusetts Immigrantand Refugee Advocacy Coalition (MIRA) asexecutive director in November of 2003. Sincethen, he has increased MIRA's influence as apowerful advocate for the immigrant community.Ali is a graduate of the University of California,Berkeley and received his Master's in PublicHealth from Boston University.

t tNOORANI, ALI

Yadires continues to be the successful producerand host of "Centro," a special news segment thatairs on WBZ-TV on Saturdays. Angel launched hisown production this year: "Encuentro Latino," aweekly half-hour community affairs program thatairs on Telemundo Boston & TelemundoProvidence.

NOVA-SALCEDO, YADIRES & SALCEDO, ANGEL

A community activist in East Boston, Morales iscommitted to helping Latinos succeed through hisinvolvement with the East Boston Chamber of Commerce,East Boston Main Streets, East Boston's Kiwani's Club,and the Zubterráneo Latin Rock movement. Morales, whois from Mexico, was instrumental in creating One EastBoston, an initiative created to unite the area's businessestablishment with Hispanic business owners.

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Ortega is the founder of the Boston Broncos, aLittle League baseball team based in JamaicaPlain that provides baseball for children ages from5 to18 from Jamaica Plain, Roslindale andRoxbury.

t tORTEGA, JOSÉ

The Dominican slugger is as famous as abaseball player persona can get. His charisma onand off the field is evident and kids look up tohim as an inspiration. "Big Papi" is also heavilycommitted to helping the local Latino communityand his native country through his involvement innumerous charitable organizations.

ORTIZ, DAVID

Ortiz co-produced and directed "TheBorinqueneers", the first major documentary tochronicle the never-before-told story of the PuertoRican 65th Infantry Regiment, the only all-Hispanic unitin the history of the U.S. Army. It was released to greatpraise this year. Ortiz, based in Boston, has 30 yearsof experience with the public broadcasting system inproduction, program development and management.

t tORTIZ, RAQUEL

Pascual and Bourlot are owners of On TheSide, a stylish retail store where they showcaseand sell their design and furniture pieces. Pascual,originally from Venezuela, is also the founder ofBoxx Furniture; Bourlot, from Argentina, ownsSimplemente Blanco, a home accessories storelocated in the South End.

PASCUAL, JOSÉ & BOURLOT, FERNANDA

Damaris has been running a business in theHyde/Jackson neighborhood for 30 years. Sheis co-owner and manager of the popular UltraHair Salon in Jamaica Plain, and president ofHyde/Jackson Main Streets. Damaris is alsomember of the board of directors of the HydeSquare Task Force since 2000.

t tPIMENTEL, DAMARIS

Recchia, originally from Argentina, is the editorof the weekly Spanish-language newspaper Siglo21, based in Lawrence.

RECCHIA, ADRIANA

Rivera founded Vocero Hispano, a Spanish-language weekly based in Worcester, in 1990.

t tRIVERA, SERGIO

Actually known as "La Mera, Mera" (The RealOne), singer Veronica Robles is a true ambassadorof Mexican music and culture in the New Englandarea. She is member of the Chelsea CulturalCouncil; director of the Community Center for theArts; and founder, director and teacher of BalletMonte Alban. She also hosts her own TV show,Orale con Veronica.

ROBLES, VERÓNICA

Jaime Rodríguez served one tour in Vietnam in 1969.He has received a number of awards for his outstandingcontributions and is president of the MassachusettsChapter of the National Congress for Puerto RicanRights. Rodríguez is currently the research coordinator forthe William Jointer Center for the Study of War andSocial Consequences at UMass.

t tRODRÍGUEZ, JAIME

Rodríguez, born in Cuba, has more than 37years of experience within the most respectedfranchising companies in the world. He isPresident of Dunkin' Donuts since April 2006.

RODRÍGUEZ, ROBERT

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t The Most Powerful People t

Born in Westfield, she was raised in Puerto Rico untilage 12. She is now director of community andintergovernmental relations at the office of CongressmanJames P. McGovern and is the first Latina woman tohold this position in Massachusetts. Her credibility andpassion for community issues has made her one of themost respected community activists in Worcester.

t tRODRÍGUEZ-PARKER, GLADYS

As president of the Service EmployeesInternational Union, Local 615, in Boston, Sáenzhas strongly advocated for the rights of workersand immigrants in Massachusetts and RhodeIsland.

SÁENZ, ROCÍO

An active and familiar force in the local Latinocommunity, Sánchez is an accountant and taxspecialist. She has been recognized for startingthe first Latina-owned tax firm in Massachusetts.

t tSÁNCHEZ, CAROL

Diego Sánchez is director of Public Relations &External Affairs for the AIDS Action Committee ofMassachusetts. Sanchez sits on the Board of thePublic Relations Society of America in Boston,Human Rights Campaign, SomosLatinos LGBTand is Co-chair of the MassachusettsTransgender Political Coalition.

SÁNCHEZ, DIEGO

Sánchez represents part of the city of Bostonas a State representative on Beacon Hill. As alegislator in the Massachusetts State House, hefocuses his efforts helping the Hispaniccommunity, elders, and people with needs.

t tSÁNCHEZ, JEFFREY

A successful entrepreneur, Schmidt is thepresident and owner of Atlantic Graphic Services,Inc. He is also the chairman of the board of theHispanic-American Chamber of Commerce ofGreater Boston. Schmidt, born in Santa Clara,Cuba, has a bachelor's degree in BusinessAdministration from Atlantic Union College.

SCHMIDT, ARIEL

With expertise in medicine, business, andmanagement, Slavin is president of theprestigious Massachusetts General Hospital.Slavin has been recognized for tirelesslypromoting workplace diversity.

t tSLAVIN, PETER

Spring leads the New England office for WeberShandwick Worldwide. An influential personality inBoston's most exclusive power circles, Spring'simpressive resume includes jobs stints as deputymayor (under Kevin White) and as aspokesperson for the Red Sox.

SPRING, MICHO

Stavans is a Mexican intellectual, essayist,lexicographer, cultural commentator, translator,short-story author, TV personality, teacher andman of letters known for his insights intoAmerican, Hispanic, and Jewish cultures. He haswritten 17 books and edited 13 books.

t tSTAVANS, ILAN

Suárez is anchorwoman and news director ofNoticias Univision Nueva Inglaterra. A native ofPanamá, Suárez is married to Boston Globeaward-winning photojournalist Essdrás Suárez.

SUÁREZ, SARA

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The Peruvian immigrant founded SpanishImmersion, a program based at the Nate SmithHouse in Jamaica Plain. The program matchesHispanic elders to Spanish learners as a way ofteaching the language.

t tTAPIA, GIOVANNA

Tornberg, as the general manager of the NewEngland Revolution, has greatly contributed to theHispanic community of Massachusetts. This yearhe brought the most anticipated soccer match forLatinos this year, the national team of Brasil vs.Mexico's national selection at Gillette Stadium.More than 60,000 Brazilian and Mexican fansattended the game in Foxboro.

TORNBERG, CRAIG

t tTORRES, CARMEN Y NATHAN, LINDAThis year, Torres was named president and

CEO of Massachusetts Institute for a NewCommonwealth, known as MassINC, a Bostonnon-profit that develops independent research onkey issues in Massachusetts. He is also boardpresident of ROCA, Inc. and chairman of TheMENTOR Network Charitable Foundation.

TORRES, GREG

Better known as "The Freakin' Puerto Rican",Ramiro Torres is one of Boston's hottest jocks atJAM'N 94.5. He has been working at the stationsince 1995 when he started as an intern after hegraduated from the broadcasting program at TheNew England Institute of Art & Communications.

t tTORRES, RAMIRO

As a vice-president in Genzyme Corporation, Valluccidevelops programs to increase the company'spresence in countries outside the U.S. She is also vice-president of the New England-Latin America BusinessCouncil. Vallucci is also an active member ofprofessionals organizations like the Latino ProfessionalNetwork, the Hispanic-American Chamber ofCommerce of Greater Boston, and others.

VALLUCCI, CAROLINA

The Vasallo family runs the oldest Spanish-weekly in Boston. Alberto Vasallo Jr. came fromCuba in 1965 and created his own Spanish-language newspaper, El Mundo. This year thenewspaper celebrated its 35th anniversary, and theolder Vasallo retired and passed the publishingbaton to his son, Alberto III, a popular and very wellknown figure in the Hispanic community.

t tTHE VASALLO FAMILY

Vásquez is the program director for the Instituteof Latino Arts & Culture at Centro Las Americas inWorcester. She is a former board member ofWCUW-FM and host of a twice-weekly half-hourshow on Puerto Rico's culture, folklore andmusic. She also organizes the famous FestivalLatinoamericano in Worcester every year.

VÁSQUEZ, DOLLY

Gladys is one of Chelsea's most prominent andimportant community leaders. As executive directorof Chelsea Collaborative, Gladys has supervisoryand organizing responsibility for the Latino Coalition,Summer Youth Employment Initiative, After SchoolCommunity Building Tutoring Program, PeerLeadership for a Gang-free, Violence-free SchoolYear and the Latino Immigrant Committee.

t tVEGA, GLADYS

Von Lichtenberg is the general manager of EntravisionCommunications Corporation's television stationsUnivision WUNI-TV and Telefutura WUTF-TV in Boston.He moved from Puerto Rico to Boston in 1959. He alsois a Trustee Member of the Ad Club of Greater Bostonand a Board Member on the MassachusettsBroadcasters Association. Von Lichtenberg has a MBAfrom the London Business School.

VON LICHTENBERG, ALEXANDER

Nathan and Torres are co-headmasters of Boston ArtsAcademy. Nathan has a long history of success in urbanpublic education and experience in the arts. She was thefounding headmaster of Boston Arts Academy and a co-founder of the Center for Collaborative Education in Boston.Torres has served as a lead teacher and mentor for beginningteachers for several years. Most recently, she was one of onlythree Boston high school science teachers to complete therigorous process for National Board Certification.

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t FUTURE "POWERMETERS"

They're on the right track; they have done quite a bit already, yet still have so much more to give:they are our emerging leaders, the 25 people most likely to be voted for in future Powermeter lists.

11.. AArrccee,, PPeeddrroo - Founder and president,

Banco Veritas (first Latino bank in Massachusetts)

22.. AArrrrooyyoo JJrr..,, FFéélliixx - Political director, Service Employees International

Union (SEIU) Local 615

33.. BBaarrrriieennttooss,, CCaarrmmeenn - Board member, IBA (Inquilinos Boricuas en

Acción)

44.. BBaarrrriiooss PPoonnccee,, CCeelliinnaa - Community Service

55.. CCaarrddoonnaa,, SShhiirrlleeyy - Media and telecommunications consultant, Altman

Vilanandrie Consultants

66.. CChháávveezz,, MMiigguueell - Director, Bauzá & Associates

77.. CCiinnttrróónn,, JJeennnnyy - Program director, ABCD Boston

88.. CCoollóónn,, MMeelliissssaa - Associate director, Mauricio Gastón Institute,

Umass Boston

99.. CCrreessppoo,, JJaaiimmee - Multicultural Communication specialist,

Boston Children's Hospital

1100.. FFeerrrruuffiinnoo,, JJuuaann CCaarrllooss - Business Development

& Training specialist, Center for Women & Enterprise

1111.. HHeennrriiqquueezz,, CCaarrllooss - Ex City Councilor candidate

1122.. LLuunnaa,, AAlleejjaannddrroo - Chef

1133.. MMaarrttíínneezz,, JJoossiiaannee - Director of Community Relations,

La Alianza Hispana

1144.. MMaattooss,, GGiill - Host, Boston Latino TV

1155.. MMeennddoozzaa,, SSaamm - Fashion designer

166.. MMoorraa,, JJooeell - Coordinator, JKC Panas program at UMass

1177.. MMoottaa,, GGlloorriibbeellll - Former State Representative candidate

1188.. OOrreellllaannaa,, CCyynntthhiiaa - Social activist, accomplished dancer

1199.. RReessttrreeppoo,, CCaammiilloo - Real Estate agent, owner of Su Casa y Más

2200.. RReeyyeess,, EEvveellyynn - Producer and host, Boston Latino TV; coordinator,

Las Comadres; executive at State Street Corporation

2211.. SSáánncchheezz CCoonnnnaallllyy,, PPaattrriicciiaa - Multicultural Recruiter at Framingham

State College

2222.. SStt.. GGuuiilllleenn,, AAlleejjaannddrraa - Aide, Senator Dianne Wilkerson's Office

2233.. SSttiiffaannoo,, AAnnnnaa LLuucciiaa - Political Director, ¿Oíste?

2244.. TToorrrreess,, MMaarrccoo AA.. - Latino liaison, Mayor's Office, City of Boston

2255.. WWiilllliiaammss,, RRoossaa - Director, Latino Student Cultural Center

at Northeastern University

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tAdvisory Committee

David is editor ofBoston.com, the website for The BostonGlobe. He is a formerGlobe assistantmanaging editor,regional editor, anddeputy foreign editor.He also teachesjournalism at theHarvard ExtensionSchool. Beforecoming to Boston,Beard studied inMexico, was an InterAmerican PressAssociation scholar inArgentina, freelancedfor Hispanic LinkNews Service, andworked for TheAssociated Press inBuenos Aires, SanJuan, and New York.He also worked atSouth Florida's Sun-Sentinel in FortLauderdale.

DAVIDBEARD

Marcela is themanaging editor of ElPlaneta since April.She has over 10years of experience injournalism, includingstints at GrupoReforma and TheDallas Morning News,both in Mexico, hernative country. Shemoved to Boston in2002 to attend theHarvard ExtensionSchool, where shereceived a Certificatein Publishing andCommunications,with a concentrationin Journalism, in2005. She haswritten for the BostonGlobe, the WellesleyTownsman, and otherlocal news outlets.Marcela received herB.S. in Economics inMonterrey, Mexico.

MARCELAGARCÍA

Peter is the executiveeditor of the PhoenixMedia/CommunicationsGroup, of which ElPlaneta is member. Heoversees editorialcontent for the threePhoenix papers(Boston; Providence;and Portland, Maine),the magazineStuff@Night,ThePhoenix.com andthe FNX radio stations.Before being promotedto that post in 2006,Kadzis had been theBoston Phoenix's editorfor more than 15 years.

PETERKADZIS Alberto represents

Haifa University inLatin America andFlorida. Born inBuenos Aires,Argentina, he movedto the United Statesover 27 years ago topursue a master'sdegree in Jewishcommunal service atBrandeis University.Alberto sits on theeditorial board of ElPlaneta. He is therecipient of manyawards in LatinAmerica and theUnited States. Albertois a strong advocatefor human rights andon behalf of newimmigrants. Hebelieves in thetransforming power ofeducation andasserts that everyoneshould have equalaccess to education.

ALBERTOLIMONIC

tt

Anna foundedShades of Success,Inc. to helpprofessionals ofdiverse backgroundsand theirorganizations fosteran environment thatpromotes leadership.Anna also writesabout leadership andthe concept of a NewAmerica for print andonline media. In2006, her editorialcommentary onimmigration andeducation wasawarded nationalrecognition at theFirst National EthnicMedia Awards inWashington, D.C.She serves on theadvisory board of theNew England EthnicNews and on theeditorial board of ElPlaneta. Hercommentary hasbeen featured onCNN, CNBC, PBS,The New York Times,BusinessWeek, andForbes.

ANNAKERR

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Maria is a Cuban-American formerjudge and currently atelevision jurist on thesyndicated televisionshow Judge MariaLopez. Judge Lopezmade legal history asthe first Latinaappointed to thebench inMassachusetts whenshe was selected asa District Court Judgeby Governor MichaelDukakis. JudgeLopez continuedmake her mark onhistory as the firstLatina to beappointed to theMassachusettsSuperior Court in1993. Lopez servedas a Superior Courtjudge and as anassistant attorneygeneral in civil rightsdivision of the officeof the MassachusettsAttorney General. Sheis married to StephenMindich.

MARÍALÓPEZ

Javier is the founderand CEO of HispanicNews Press (HNP),as well as publisherof El Planeta. Hemoved to Brookline in2000 with his familyto pursue an MBA atHult InternationalBusiness School.HNP's originalmission was to serveas a vehicle forAmerican companiesto advertise theirproducts in LatinAmerica using radio.After a while, Marinsaw the need for aSpanish-languagenewspaper in NewEngland, and as aresult he founded ElPlaneta. Marin is alsofounder and chairmanof Descifrado (abusiness news portal)in Venezuela. Hereceived his B.A. fromWebster University inLeiden, TheNetherlands, and hasa Certificate ofProfessionalBroadcasting fromCentral University ofVenezuela.

JAVIERMARÍN

A native of San Juan,Puerto Rico, Joséhosts and producesthe popular Latinmusic show "ConSalsa!" on WBUR,which celebratedthirty-two years on airin June. During thisperiod the show hasserved as "part musicshow, part party, partcommunity center,the program is amecca for Latinosand lovers of thingsLatin." Also acommunity activistand educator, José isdeeply involved inHispanic issues inBoston. He was thefirst recipient of ElPlaneta Award in2005. José moved toBoston aftercompleting hisstudies at AntiochCollege in 1973. Hiscareer has includedprominent andgroundbreakingpositions ineducation,communications,politics, entertainmentand sports.

JOSÉMASSO

Jerry, currentlymanaging director ofUltra-Linx MarketingGroup LLC, is amember of theeditorial board of ElPlaneta. Prior to that,he was the executivedirector of theHispanic-AmericanChamber ofCommerce of GreaterBoston. He moved toNew England in 1998to start up a coupleof Spanish radiostations in Boston.Jerry is also afounding advisor ofthe New EnglandPublic Policy Centerand is also advisor ofIDEAS Boston, aBoston Globe non-profit organization; heis also an advisor atUMass Boston for theEthnic Media Group.

JERRYVILLACRÉSt

t

Stephen Mindich is thefounder, chairman andCEO of the PhoenixMedia/Communications Group (PMCG),publisher of TheBoston Phoenix andother publications. TheBoston Phoenix wasfounded in 1966 as anarts and entertainmentnewspaper for the 18-40 year old market.Today, with editions inRhode Island andPortland, Maine, thePhoenix has adistribution of 220,000and more than600,000 readers. Thatmakes it NewEngland's largestweekly and one of thenation's mostsignificant urbanpapers. Back in 2005,Mindich foresaw thegrowth of the NewEngland Hispanicmarket and wasinstrumental in thegroup's decision ofbuying a stake in ElPlaneta.

STEPHENMINDICH

t

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t CORPORATE MVP

As diverse as the seasAA mmuullttiilliinngguuaall ssttaaffff aatt LLeeggaall SSeeaa FFooooddss rreessttaauurraannttss

When José Dávila and Elvis Madrid first

walked into the kitchen at Legal Sea Foods

restaurant in Park Square four years ago they

were greeted in French and Portuguese by

the cooks, dishwashers and food servers.

As the only two Hispanics on staff, they

bonded quickly.

But soon, their hard work and skill made

an impression, and Legal Sea Foods began

to hire more Latinos. Now, Dávila and Madrid

hold top positions in a predominantly Latino

kitchen.

The stories of Dávila and Madrid are similar

in many ways. They both came to the United

States without knowing English, but with the

desire to succeed in the food industry. As

they both matured professionally, working at

other restaurants, they began to see Legal

Sea Foods as a challenge, the place to aim

for, the place that could fulfill their career

goals.

"I used to walk by the Legal Sea Foods

restaurant and see these long lines of people

waiting for tables," Dávila said. "I used to

wonder, are they giving away free money?

What do they offer better than anyone else?"

In 2003, Dávila and Madrid were given the

opportunity to find out. They began at Legal

Sea Foods as line cooks and quickly worked

their way up, thanks to their tireless efforts

and their experience at other restaurants.

Today, Dávila is sous chef, directly assisting

the executive chef, and Madrid is kitchen

manager. They lead a kitchen staff that

serves top-quality food for up to 600 people.

And they're good at it. In September, the

Park Square restaurant had record-setting

sales, surpassing all of Legal Sea Foods' 33

other locations.

But their work doesn't end there.

"We often visit the tables when we have

Latino customers," Madrid said. "If they

have any problems with communicating in

English, we help them. It's a beautiful

experience because they see that Latino

employees at this restaurant are here to

help them."

The reputation Latinos have as hard

workers has opened many doors at Legal

Sea Foods, Dávila said. Previously, most of

the kitchen employees were Brazilian or

Phot

o: H

NP

José Dávila and Elvis Madrid

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37Poderometro2007

"We always pride ourselves in making sureour management and staff is reflective ofthe diversity in the community," Villanuevaadded. "It's important that our label is as diverse as the people out there."

tt

Haitian, now 16 out of 30 employees are

Hispanic. Another quality that has raised

the profile of Latino workers is their

hospitality. This is especially evident when

veteran employees help to recruit new

workers and to train them in their jobs.

"What makes our company so successful

is the kind of people we hire," says Richard

Villanueva, Legal Sea Foods training

director. "They love their job. And when new

people come on board, they give that help

back. It all comes down to our people."

Legal Sea Foods had very humble

beginnings. In the 1950s, George Berkowitz

opened a fish market in Inman Square, in

Cambridge, serving fresh, local seafood on

paper plates at picnic tables. That

unassuming fish market is now a distant

memory, and Legal Sea Foods is a thriving

chain of stylish restaurants. But what

today's Legal Sea Foods still has in

common with its predecessor is quality, and

this has made it one of the most popular

seafood restaurants on the East Coast.

Legal Sea Foods has 34 restaurants in

eight states, extending from Florida to

Massachusetts, including one in

Washington, DC. The company employs

4,200 people, 700 of whom are Hispanic.

And the ratio is even higher in the

company's corporate offices in Boston,

where 25 percent of employees are

Hispanic, Villanueva said.

Whenever the company opens a new

location, it seeks to hire and train a diverse

staff that is representative of the community,

and to do business with diverse, local

vendors, Villanueva said. Legal Sea Foods'

newest restaurant opened last November at

Boston's Logan International Airport.

"We always pride ourselves in making

sure our management and staff is reflective

of the diversity in the community," Villanueva

said. "It's important that our label is as

diverse as the people out there."

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t Corporate MVP A third of Comcast employees are minorities

SSttaaffff ffrroomm aallll lleevveellss lleeaarrnnss tthhee iinnnneerr wwoorrkkiinnggss ooff ttoopp mmaannaaggeemmeenntt

After establishing itself as one of the

leaders in the telecommunications

industry in delivering diverse

programming, Comcast now attempts

to be a role model as an employer.

Following an initiative that began in

its north central division, which

includes the New England region,

Comcast will name in 2008 four new

directors of diversity across the

nation.

"It's really indicative of the work we

have done in the north central region,"

Director of Diversity and Workplace

Solutions for the north central region

Shanda Hinton said. "And it shows

that Comcast has a commitment to

recruiting and developing diverse

talent."

Comcast, which employs 90,000

people nationally, has worked with

various organizations to help maintain

diversity in its staff for several years.

But now, the staff will count on having

a director in the five regions to help

recruit and develop diverse talent.

In the north central region, 30

percent of Comcast employees are

minorities. This number, which the

company was unable to breakdown

any further, is a direct product of the

work that has been done to reach out

to minorities in the area.

"Diversity is going to be the lever

that will allow us to maintain

competitiveness," Hinton said. "We

often approach managers and leaders

and ask them for employee

references. That way, we ensure that

we source a pipeline of diverse

talent."

As part of an initiative to maintain

diversity in all levels of employment

and to help staff members grow

professionally within the company,

Comcast created a mentoring

program. Across the nation, 40

diverse leaders were chosen to be

part of an 18-month-long program

where a select group of employees

were be partnered off with high-level

PHOTO: Comcast.com

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39Poderometro2007

executives so that they could learn

the inner workings of top

management.

Also, the company works with The

Partnership, an organization that

focuses on the advancement of

professionals of color. This way,

lower-level employees learn leadership

and management skills that will help

them move up the ranks. In 2007,

Comcast tripled its commitment to

this program by including 11

employees in the year-long

development program.

"Once talent gets in our

organization, we have to ensure they

have the talent to get promoted,"

Hinton said about the value of

supporting the professional

development of employees.

But just as the company seeks to

lead the industry as an employer, it

also hopes to be a role model in the

community by undertaking various

community outreach efforts.

Comcast has opened its doors to

high school and college students to

introduce them to career opportunities

in the cable and telecommunication

industries by partnering with The

Emma Bowen Foundation. In 2007,

Comcast sponsored 8 interns with the

goal that someday they will find work

full time within the company. Next

year, they hope to double that

number, Hinton said.

In Boston, where Comcast arrived in

2003, every year Comcast sponsors

the Latino Professionals Network

celebration of the Hispanic Heritage

Month. And in Connecticut, the

Hispanic Professionals Network

received a $20,000 diversity grant for

the creation of training programs for

career development.

"Comcast recognizes the

responsibility to reflect the diversity of

our employees, clients and business

partners," a Comcast spokesperson

said. "Our objective has always been

to be embraced as the provider of

choice for the entertainment and

communications need of the Latino

community by delivering compelling

products with passion and relevance."

For that reason, as a cable provider

Comcast has been one of the industry

leaders in offering diverse

programming. In 2004, it became the

first provider to offer Latino-oriented

programming on demand after

creating "On Demand En Español,"

the spokesperson said.

Also, Comcast offers a specialized

bundle of 20 Spanish-language networks,

12 music channels and more than 100

hours of Latino programming on demand,

including soccer games, telenovelas and

free movies.

"Clearly, the Latino community is

very important to Comcast," the

spokesperson said.

PHOTO: Comcast.com

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t Corporate MVP At CVS people will help you"en español"

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Drugs to re cha in CVS has taken a newapproach to sa t i s f y ing the La t inoconsumer. I t ' s no t j us t abou t speak ingyour l anguage anymore ; i t ' s abou tse l l i ng you fo re ign goods. The CVScha in now wants to o f fe r the p roduc tstha t make immig ran ts th ink o f home.I t ' s an amb i t ious e f fo r t to b r idge thegap be tween the shopp ing exper iencein the Un i ted S ta tes and La t ino cu l tu reand t rad i t i ons .

A l ready, i n many c i t i es , when aH ispan ic cus tomer wa lks in to a CVS,he w i l l f i nd b i l i ngua l s igns . He w i l l a l sof ind , nex t to the s tap le Amer icanbrands, many o the r fam i l i a r i t ems, suchas tha t Mex ican soda o r Puer to R icanbaby co logne, wh ich a re usua l l y no tava i l ab le i n loca l conven ience s to res .And, i f ques t ions a r i se , he w i l l be ab leto ge t ass is tance f rom Span ish-speak ing emp loyees too .

Th is i s a l l pa r t o f the work be ing doneby V incen te Ur ru t i a , the company 's f i r s tsen io r manager o f mu l t i cu l tu ra l a f fa i r s .I n the pas t two yea rs , he has led CVS'scampa ign to unders tand the d i ve rsemarke ts ac ross the coun t r y, i nc lud ingthe La t ino marke t .

"Th is i sn ' t j us t abou t ge t t i ng be t te rsa les tu rnove rs , " U r ru t i a sa id . " I t ' s along- te rm approach in cap tu r ing theH ispan ic consumer. "

To connec t w i th cus tomers inp redominan t l y La t ino marke ts , thecompany has a th ree-p rongedapproach. F i r s t , hundreds o f s to res a reequ ipped w i th b i l i ngua l s igns . Second,a t those t imes in the day when La t inocus tomers a re most l i ke l y to beFile photo

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"THIS ISN'T JUST ABOUT GETTING BETTER SALES TURNOVERS," URRUTIASAID. "IT'S A LONG-TERM APPROACHIN CAPTIVATING THE HISPANIC CONSUMER."

tt

shopp ing , more b i l i ngua lemp loyees a re made ava i l ab le .And f i na l l y, the s to res a reinc reas ing p roduc t i n teg ra t ion ,an ad jus tment Ur ru t i a i s ve r yp roud o f . West Coas t s to res nowcar r y more La t in Amer icanproduc ts , j us t as s to res inF lo r ida a re s tocked w i thCar ibbean goods. I t i s the f i na ltouch to make su re CVS de l i ve rsto the La t ino consumer.

"The re a re a lo t o f p roduc ts

tha t b ind us toge the r [asLa t inos ] , bu t the re a re a lsospec i f i c i t ems we a l l l ook fo r,i t ems tha t a Puer to R ican mothe ro r a Cuban mothe r wou ld lookfo r. Th is has had an ex t reme lypos i t i ve e f fec t on sa les , " sa idUr ru t i a , the son o f Cuban andDomin ican pa ren ts .

Ur ru t i a and CVS a re nowwork ing to inco rpora te moreproduc ts f rom South Amer icancount r i es .

CVS f i r s t opened in Lowe l l ,Massachuse t ts , i n 1963, andcur ren t l y has more than 6 ,200s to res na t ionw ide . I n recen tyea rs , as the company expandedin to new marke ts in the Southand the West , espec ia l l y F lo r ida ,Texas and Ca l i fo rn ia , i trecogn i zed the need to c rea te amanagement pos i t i on to assessthe inc rease in cus tomerd i ve rs i t y, a CVS spokespersonsa id . U r ru t i a ' s h i r i ng i s p roo f o f

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the company 's i n te res t i n meet ingthe needs o f i t s d i ve rsecus tomers .

The company, however, wasunab le to p rov ide numbers ond ive rs i t y among i t s emp loyees . I nMassachuse t ts , CVS has 339s to res and emp loys 12,750peop le , bu t U r ru t i a cou ld no tp rov ide de ta i l s on the impact o fthe company 's d i ve rs i t y e f fo r tshe re .

I n eve r y c i t y w i th l a rge m ino r i t ypopu la t ions , CVS is work ing torevamp i t s s to res and make themmore cus tomer- f r i end ly. And, the

commun i t y ou t reach doesn ' t s topthe re . Hundreds o f s to res hos tannua l , f ree hea l th sc reen ingsca l l ed "A tu sa lud , " wh ich ta rge tthe La t ino commun i t y. Theyprov ide mammograms as we l l astes ts fo r cho les te ro l andd iabe tes , U r ru t i a sa id . Then,phys ic ians ana l yze the tes tresu l t s and p rov ide counse l i ng tothe pa t ien ts .

One o f the b igges t cha l l engesimmig ran ts face when coming tothe Un i ted S ta tes i s l ea rn ing andadapt ing to a new hea l thca resys tem, Ur ru t i a sa id . Eve r y th ing

f rom language ba r r i e rs tof i nanc ia l d i f f i cu l t i es come in top lay. Tha t ' s why CVS hos ts thesec l i n ics and emp loys b i l i ngua lhea l thca re p romote rs in manys to res . When H ispan ics approacha CVS pharmacy, they a re ab le tolea rn abou t economica lhea l thca re p lans and p ropert rea tment methods.

"We 've become a t ruehea l thca re pa r tne r o f theH ispan ic peop le , " U r ru t i a sa id ."We want to be in 'e l ba r r io ' thep lace peop le say, 'Go to CVS,they w i l l he lp you . ' "

File

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If they're not on your marketing radar,chances are you're already several stepsbehind and trailing your competition.Hispanic population in Massachusetts isgrowing exponentially, along with itspurchasing power, professional aptitudeand consumer behavior.

According to the Selig Center forEconomic Growth, the MassachusettsHispanic population has almost doubledin the past 15 years. In 2005, Latinospurchased $9.1 billion in Massachusetts,or half of the entire purchasing potentialof the Hispanic population in NewEngland. This region represents theeighth largest market in Latino buyingpower in the United States. Researchinstitute Mass INC described how thisregion reflects the national growth ofHispanic population in their "New Face ofMassachusetts" analysis. By 2050,Hispanics are expected to reach 102.6million people in the country and willconstitute 24 percent of the totalpopulation.

In Massachusetts there are experts whoare ready to address this nationwide shiftin demographics. Several advertisingagencies specialize on targeting theHispanic market, understanding itsbehavior and predicting its transformation.They have learned to plan and executemarketing campaigns with the solepurpose of reaching out to the Latinocommunity. And to stay ahead of thecurve, these agencies have evolved withthe market as well as convinced itsclients that they have to put in extra effortto captivate the Hispanic population.

During the past three years, resourcesspent on advertising and marketing aimed

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Photo: Caroline Woodham

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at the Hispanic population havetripled. Companies in the NewEngland area have invested instrategies to expand their reach andencourage diversity in their staff,clients and business partners. Nowmarketing experts must prove toinvestors how this is the time tocapitalize on the recent "spendingboom" by the Latino community inMassachusetts.

One of the 100 fastest growinginner-city companies inthe United States in 2006was Argus, according to theInitiative for a Competitive InnerCity (ICIC). This Latino-owned,multicultural marketing and full-service advertising agency inBoston was also ranked No.68 in the top Companies inthe Massachusetts andNew Hampshire area byInc. Magazine. Thementioned rank showsArgus had an impressiverevenue growth of 220percent, from $1.3 millionin 2003 to $4.1 million in2006. Argus provides

services to a wide range of clients,which include: Sodexho NorthAmerica, Comcast Corp., TDBanknorth, Boston CommunityCapital, Massachusetts HospitalAssociation and MassachusettsHousing Partnership.

Both Argus founders, ZamawaArenas and Lucas Guerra, have faithon the growth of the Hispanic market.When speaking to The Boston Globein reaction to the 2000 Census thatshowed a 49 percent increase in

Massachusetts' Latino population,Arenas said, "The commitment wasn'tthere yet. I believe that it was after2005, 2004, it became more obviousnot only to the corporate sector, butto the nonprofit sector, that there wasa need to do something."

A long-standing relationship andcommitment to the Hispaniccommunity is evident in productinnovation and marketing programsdeveloped by Global ViewCommunications, a firm founded by

the multicultural marketingexpert Greg Almeida. With an

aggressive outreach to thecommunity Almeida hasdeveloped marketing initiativesthat improve the lifestyles,customs and experiences ofHispanics in Massachusetts."If you embrace only specificethnic groups, you are indanger of offending thoseyou exclude. You mightalso be losing potentialincome" the Global ViewCommunications website states.Global View

"US Hispanics" are the second largestSpanish speaking country in the world

COUNTRY POPULATION (in million)Mexico 107US Hispanics 42.7Colombia 41.2Spain 40Central America 40Argentina 39.9Venezuela 25.7

Source: U.S. Census Bureau, Internacional Database,the World Factbook

in perspective Massachusetts Market

Massachusetts accounts for almost half thebuying power of New England

Hispanic Purchasing Power 2000 2005 % of totalMassachusetts 6.7 9.2 45.6Connecticut 5.8 7.9 39.5Rhode Island 1.3 1.8 8.8New Hampshire 0.5 0.7 3.3Maine 0.2 0.2 1.2Vermont 0.1 0.2 0.8New England 14.7 20.1

Source: Selig Center for Economic Development

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Communications has done what fewothers have accomplished, fullyembracing the Hispanic communityand understanding its needs andinner workings. Thanks to themarketing strategies Almeida and hisstaff developes, many companieshave had the opportunity to diversifytheir staff by reaching out to theHispanic population. Some of theagency's clients include HarvardUniversity, Eastern Bank, ComcastCorp., Blue Cross Blue Shield, Stop& Shop, Beth Israel DeaconessMedical Center and Children'sHospital.

"Statistics are critical to prove toclients that there's a dollar valueassociated with their efforts,"Marketing Edge CEO and founderBeth Goldstein says. "Marketing is notabout fancy brochures and prettylogos. The goal of marketing is to

clearly identifycustomer needs and quantify theresults to a company in terms ofhow satisfying their customers'needs will translate into businessgrowth." Marketing Edge is a Boston-based company which helps clientsresearch how to provide the bestvalue to customers by using surveysand other outreach methods. Thisresearch helps develop customerprofiles to define who customers areand why they value a company'sproducts or services. With thisknowledge at hand, Marketing Edgebuilds up a marketing outreach effort."I have always worked to help myclients develop their own businesses,"says Goldstein, a marketer with morethan 22 years of experience. "For thepast two years, my firm, MarketingEdge Consulting Group, has focusedon helping my own clients - many

banks and credit unions - develop astronger understanding of theHispanic marketing."

"Many have been interested ingrowing their businesses andtargeting the Latino community buteither did not know how or have triedand failed because their approachdidn't work," she adds. "I have tried tohelp them understand the communityand realize that traditional marketing -direct mail, general advertising andother generic approaches - simply

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didn't work well."Even though there are several well-

established companies inMassachusetts, the marketingbusiness still has room for growth.Coming from Springfield, Mass.,Bauzá & Associates has moved toBoston with a lot of momentum.Under the direction of publicist HectorBauzá the agency is asserting itspresence and making an aggressivepush in a Massachusetts region sofull of Latino flavor and influence.While the company's headquartersremain in Springfield, its recentexpansion to the city promises toinfuse the field with innovativemarketing aimed at Hispanics. Bauzá& Associates has clients whichinclude top-name brands like Coronaand Budweiser, all thanks to Bauzá'stireless efforts in proving howessential it is for big-name companiesto target the Hispanic market in thestate

Meanwhile, Josefina Bonilla-Ruiz, orFina, as she is known in the business,established herself in the marketingbusiness while working for HispanicNews Press in 2007. She led one ofthe publisher's most successfulproducts, the Entre Amigos magazine.Now Bonilla-Ruiz is starting her owncompany, Color Media Group, amulticultural communications agencyin Boston, just another example ofhow the market continues to expandand evolve.

Successful marketing in Spanish,English or Portuguese has to bedesigned appropriately. Translatingfrom one language to another justdoesn't work or have the same effect.This transition is one that companiescan not make by themselves; itrequires research and mentoring frommarketing experts to measure andpredict the impact of any givencampaign. The fact that the United

States is the country with the mostSpanish speakers outside of México(see graph) just adds to how valuableis the work these companies perform.

Another reason which explains theimportance of expert advice to reachout to the Hispanic community inMassachusetts is the population'sdiversity. Puerto Ricans, Dominicans,Colombians and Central Americansrepresent 80 percent of the state'sHispanic population. InMassachusetts, there isn't a singlecountry of origin which stands out. Ifwe take into account the Braziliancommunity, which shares similarvalues with the Latino people eventhough their language is different,diversity here is more unique than thatof most other states. Successfullymarketing in Massachusetts mayseem daunting, but shouldn't be.

These demographics simply providebetter opportunities to create unique,creative ways to appeal to thedifferent peoples. And marketingefforts which proof valuable in thisstate will often be as effective forHispanic markets nationwide.

In the following guide we provide alist of experts who possess the keyknowledge to reach out to the Latinopeople in the Greater Boston area.This is a guide which must beacknowledged by any company whowishes to be successful inMassachusetts. These agencieswhich specialize on marketing forHispanics in Massachusetts will soonbe known nationwide, whencompanies recognize that there is nobetter launch pad for all-encompassing Hispanic marketingcampaigns than Massachusetts.

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Hispanic Market experts of Massachusetts

Name of the firm: ARGUS CommunicationsWebsite: thinkargus.com Contact: Zamawa Arenas and Lucas GuerraAddress: 280 Summer Street, Boston, MA 02210Phone: 617.261.7676

Name of the firm: Collete Philips CommunicationsWebsite: cpcglobal.com Contact: Collete PhilipsAddress: One Appleton Street, 2nd Floor, Boston, MA 02116Phone: 617.357.5777

Name of the firm: Color Media GroupWebsite: colormediagroupboston.comContact: Josefina Bonilla-RuizAddress: 405 Shawmut Ave., Boston, MA 02118Phone: 617.821.1615

Name of the firm: Global View CommunicationsWebsite: globalviewcomm.comContact: Greg AlmeidaAddress: 5 Hooker Street, Providence, RI 02908 Phone: 401.274.0034

Name of the firm: Bauza & AssociatesWebsite: bauzaassociates.comContact: Hector Bauza

Address: 4 Open Square Way, Holyoke, MA 01040Phone: 617.960.3632

Name of the firm: Geovision Website: geovisiononline.comContact: Juan MandelbaumAddress: 75 North Beacon St., Watertown, MA 02472Phone: 617.926.5454

Name of the firm: Marketing Edge Consulting Group Website: m-edge.comContact: Beth GoldsteinAddress: BostonPhone: 508.893.0976

Name of the firm: Potter and RuizWebsite: potterruiz.comContact: Fernando Ruiz and Susie PotterAddress: 37 Robin Hood Road,Arlington, MA 02474Phone: 781.646.3454

Name of the firm: Vice Versa CommunicationsE-mail address: jbarriga@bliff.orgContact: Jose BarrigaAddress: BostonPhone: 617.308.2102

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EEmmppuujjaannddoo LLaa MMaaññaannaa

Manny Carrasco

1300 AM WJDA

RRuummbbaa

1200 AM WKOX

RRiittmmoo GGuuaannaaccoo

Daniel Gutiérrez

1600 AM WUNR

RReennee FFuunneess

1600 AM WUNR

BBuueennooss DDííaass BBoossttoonnPeter Cuenca1330 AM WRCA

PPoowweerr 880000 ((LLaawwrreennccee))800 AM WNNW

CCoonn SSaallssaaJosé Masso99.9 FM WBUR

LLaa VVoozz ddeell PPuueebblloo ((LLaawwrreennccee))Isabel MeléndezWHAV-AM

PPoowweerr ((WWoorrcceesstteerr))1310 AM WORC

CChhaannnneellssUnivision, Canal WUNI 27Telemundo, WNEU 60Cuenca Vision, WCEA 58Telefutura, WUTF 66Azteca America, WFXZ 24

LLaattiinnoo sshhoowwss pprroodduucceedd iinn BBoossttoonnLive performances of talentedHispanic artists and information oncommunity events:

DDee NNoocchhee ccoonn MMaannnnyyManny SolanoProducer/Director/HostTV Station: Cuenca Vision WCEA 26

EEll SShhooww ddee FFeerrnnaannddiittooFernando BossaProducer/Director/HostTV Station: BNN 9

NNeewwssccaassttNoticias Nueva InglaterraSara SuárezNews DirectorUnivision Canal WUNI 27

CCoommmmuunniittyy AAffffaaiirrss aannddEEnntteerrttaaiinnmmeennttEncuentro LatinoAngel SalcedoDirector/Host

Telemundo WNEU 60BBoossttoonn LLaattiinnoo

Digna Gerena, Evelyn Reyes & GilMatoswww.Bostonlatino.tv

50 Poderometro2007

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Massachusetts

Hispanic Market Media Communications Guide

Television

Radio

Newspapers / Magazines

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MMAAGGAAZZIINNEESSEEnnttrree AAmmiiggoossSocial and Networking scene in BostonSSaalluudd yy FFaammiilliiaaHealth topics and family education

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