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2010 ANNUAL BOLIVIA / HONDURAS CHILE / COLOMBIA PUERTO RICO MEXICO / COSTA RICA EL SALVADOR / PERU NICARAGUA / PANAMA ARGENTINA / CUBA SPAIN / PORTUGAL DOMINICAN REPUBLIC URUGUAY / VENEZUELA ECUADOR / PARAGUAY GUATEMALA / BRAZIL REPORT

2010 Iowa's Latino Heritage Festival Annual Report

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2010 Iowa's Latino Heritage Festival Annual Report

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Page 1: 2010 Iowa's Latino Heritage Festival Annual Report

2010 annual

Bolivia / HondurasCHile / ColomBia

Puerto riCo mexiCo / Costa riCa

el salvador / Peru niCaragua / Panama

argentina / CuBasPain / Portugal

dominiCan rePuBliCuruguay / venezuela eCuador / Paraguay

guatemala / Brazil

reporT

Page 2: 2010 Iowa's Latino Heritage Festival Annual Report

2 | 2010 ANNUAL REPORT | latinoheritagefestival.org

Today, the estimated Latino population of the United States is over 42.7 million making people of Latino origin the nation’s largest ethnic or race minority. Latinos constitute over 14 percent of the nation’s total population; this does not include the 3.9 million residents of Puerto Rico.

42.7 MILLION

DID YOU KNOW?

I t’s hard to believe next year we will be celebrating our 9th Annual Iowa

Latino Heritage Festival. Time has flown and things are rapidly changing.

According to the Des Moines Register, an increase in the Latino population

is once again reflected in the state of Iowa. The US Census Bureau estimates

Iowa’s Latino population totaled 134,402 for the 12 months ending July 1, 2009.

That is up 5 percent — an increase of 6,488 people — compared to a year earlier.

Over the past two decades, Iowa’s Latino Population has quadrupled.

The United States has a rich history that goes back 218 years. The contributions

of Latinos to America are woven into almost every segment of the nation’s history.

To envision America untouched by Latinos is to imagine a country without much

of its folklore and many of its achievements. Hispanic Heritage Month celebrates

that Latino contribution. It also lets us recognize the cultural diversity — and

the contributions of all its citizens — that have made America’s fabric strong

throughout its history.

From the Revolutionary War that freed the United States from England to the

Persian Gulf War, Latinos have proudly served this country in the Armed Forces.

And throughout U.S. history, Latinos have prominently participated in building

the West, medicine, science, entertainment, business, education, sports, civil

rights, and politics.

It is imperative that we continue the Iowa Latino Heritage Festival. This event is

the only festival of its magnitude in the state of Iowa. Our goal is to provide the

community with an opportunity to experience traditional and contemporary Latin

American culture through the presentation of the performing and visual arts,

educational workshops and authentic cuisine.

With the continued support from our sponsors and the community we can provide

a family oriented event that will flourish and grow to become an Iowa tradition.

Sincerely,

JoAnn Mackey

JoAnn Mackey

{ a message frOm the execUtIve DIrectOr }

SourCe: CENSUS.GOV

Page 3: 2010 Iowa's Latino Heritage Festival Annual Report

latinoheritagefestival.org | 2010 ANNUAL REPORT | 3

04 } chILDreN’s actIvItIes

05 } fOOD veNDOrs

06 } exhIBItOrs

07 } charrOs

08 } POster & taLeNt cONtest

09 } cOmmUNItY INvOLvemeNt

10 } chef taNIa

11 } cULtUraL BOOths

12 } sUrveYeD Data & exPeNses

14 } sPONsOrs, frIeNDs & BOarD

Another top draw for audiences at the festival is

the dynamic entertainment lineup. This year the

schedule was filled with bands from salsa, rock,

and reggaeton.

Beautiful folkloric dancers in traditional costumes

delighted the crowds. The Danza de Caballitos and

the Aztec Dancers thrilled audiences in the park.

And the festival attendees were able to witness

one of the most exciting and colorful display

of Mexican equestrian traditions, The Charro

(Mexican Cowboy).

{ eNtertaINmeNt }

{ taBLe Of cONteNts }

FIND US ON

Page 4: 2010 Iowa's Latino Heritage Festival Annual Report

4 | 2010 ANNUAL REPORT | latinoheritagefestival.org

is the number of Latinos eighteen and older who had at least a bachelors degree.

As of 2008, 62 percent of Latinos that are twenty-five and older had at least a high-school education.

DID YOU KNOW?

SourCe: CENSUS.GOV

The vision of providing hands on educational activities for children

has guided the festival from the beginning. This year there were

more hands on activities to help accomplish a cultural exchange and

affirmation so important to society and which most Iowa children do

not experience in school.

{ chILDreN’s actIvItIes }

Activities from painting, learning equestrian abilities, watching

Chef Tania create wonderful recipes, breaking piñatas, jumping on

inflatables, learning to dance Salsa and Bachata entertained children

in the two day celebration of the Latino Heritage Festival.

3.6 MILLION

1.5 MILLION

Page 5: 2010 Iowa's Latino Heritage Festival Annual Report

latinoheritagefestival.org | 2010 ANNUAL REPORT | 5

More than one of every two people added to the nation’s population between July 1, 2007, and July 1, 2008, was Latino. There were 1.5 million Latinos added to the population during the period.

SourCe: PEW HISPANIC CENTER

DID YOU KNOW? These various food cultures in the United States are expertly displayed at the

festival. Many dishes are prepared today using the same cooking methods and

ingredients as they were two or three hundred years ago. Other dishes have

sprung up from European and American influences and were adapted to the taste.

One thing is for sure, the popularity of Latino food is evident in the number of

restaurants seen in Des Moines alone.

{ fOOD veNDOrs }

The food component of the festival has always been the most successful; a

way of sharing one’s culture. Latino cuisine has always been part of American

foodways, but the recent growth of a diverse Latino population in the form of

immigrants, refugees, and exiles has given rise to the Latino food phenomenon.

FIND US ON

1.5 MILLION

Page 6: 2010 Iowa's Latino Heritage Festival Annual Report

6 | 2010 ANNUAL REPORT | latinoheritagefestival.org

The projected Latino population of the United States on July 1, 2050.

According to this projection, Latinos will constitute 30% of the nation’s population by that date.

DID YOU KNOW?

These are questions that aggressive companies are asking of

this community. More and more companies are now targeting

and launching multicultural campaigns trying to gain a wider

range of consumers. During the festival, we have witnessed

more varied exhibitors trying to do just that.

Ad spending targeting Latino consumers also held its ground

better than spending targeting non-Latinos. According to

the AHAA (Association of Hispanic Advertising Agencies),

advertising targeting non-Latinos by the top 500 advertisers

dropped by 9.5% in 2009, while spending seeking to reach

Latinos dropped by 4.4%.

{ exhIBItOrs }

What is life like in America for Latino Americans? What

are their thoughts and concerns about family, employment,

education, religion, opportunities, and healthcare?132.8 MILLION

3.2 PERCENTAGE

SourCe: CENSUS.GOV

Page 7: 2010 Iowa's Latino Heritage Festival Annual Report

latinoheritagefestival.org | 2010 ANNUAL REPORT | 7

Festival attendees were able to witness one of the most exciting and colorful

display of Mexican equestrian traditions, The Charro (Mexican Cowboy). A

favorite highlight is the exquisite precision horsemanship of the escaramuza,

young women riding sidesaddle in flowing Mexican dresses.

Four-hundred years of tradition in caring for large animals on ranches

are behind the competition known as Charreada. Handed down from

generation to generation, this precursor of the American Rodeo is

performed in a lienzo (arena), which is shaped like a key hole.

Each competitor is dressed in the traditional suit (traje) of the charro. The

body fitting suit is more than vanity. The suit and chaps are made in a way

to insure there is no flapping cloth to be caught by the horns of steers.

On his head, is the wide brim sombrero — which serves to protect him

from the sun and acts as a helmet. The brim, also serves a shock absorber,

to shield the head and neck if the charro is thrown to the ground. The

botinas, or boots he rides with, protect his feet from the stirrups. On his

botinas, he has spurs to help control the horse.

{ charrOs }

increase in the Latino population between July 1, 2007, and July 1, 2008, making Latinos the fastest growing minority groupin the United States.

DID YOU KNOW?

3.2 PERCENTAGE

SourCe: CENSUS.GOV

FIND US ON

Page 8: 2010 Iowa's Latino Heritage Festival Annual Report

8 | 2010 ANNUAL REPORT | latinoheritagefestival.org

Each year students are encouraged to design and submit posters to represent the festival in hopes of winning a scholarship and having the opportunity to display their poster for the next years festival.

Check out previous years’ posters on our website:

www.latinoheritagefestival.org

{ POster cONtest }

{ LatINO taLeNt search }

Alexis KingeryYouth Talent Search Winner

Fredi Sepulveda

adult Talent Search WinnerMichael Nunezadult Talent Search Winner

Saturday, September 17th andSunday, September 18th, 2011

check us out onlinewww.latinoheritagefestival.org

latinoheritagefestival

8thANNUAL

The annual poster contest was once again held in 2010 for

the 2011 poster. This year’s winner was Kellissa Lageschulte

from Iowa State University. Her winning design entry will

be featured on all of the 2011 Latino Heritage Festival

promotional materials. Congratulations Kellissa!

Page 9: 2010 Iowa's Latino Heritage Festival Annual Report

latinoheritagefestival.org | 2010 ANNUAL REPORT | 9

A big thank you goes out to our community for your support. Without it, we would not be able to give out our youth scholarships each year.

{ cOmmUNItY INvOLvemeNt }

{ LatINO resOUrces, INc. schOLarshIP recIPIeNts }

Alexis KingeryYouth Talent Search Winner

Teighlor GutierresEast High School

Joshua CruzEast High School

Bianca FloresCentral Academy

Claudia GonzalezRoosevelt High School

Alma MarquezEast High School

Brian RegaladoScavo Alternative High School

Sergio Diaz LechugaScavo Alternative High School

Venessa GalvanHoover High School

NOT PICTURED

Special thanks are due to Pioneer who has been a grantor of

scholarships for several years. Their commitment to our youth has

been exceptional. They realize a true need to give the tools to the

Latino youth — which is the nation’s fastest growing population — to

succeed in an economy that is increasingly requiring a college educated

workforce. This year Pioneer granted six scholarships. The scholarships

were awarded to Audrey Pinto, Carlos Tenesaca, James Delgado, Laila

Puntel, Sandra Rosado and Kelsey Chaves. Thank you so much Pioneer!

We also thank Affinity Credit Union and Greater Iowa Credit Union

for their scholarships. Affinity Credit Union granted one to Teighlor

Gutierres and Greater Iowa Credit Union granted one to Bianca Flores.

Page 10: 2010 Iowa's Latino Heritage Festival Annual Report

10 | 2010 ANNUAL REPORT | latinoheritagefestival.org

The rate of growth tripled of Latino-owned businesses between 1997 and 2002 (31% compared to the national average of 10%) for all types of businesses. Over $222 billion are the revenues generated by Latino-owned business in 2002.

DID YOU KNOW?

$222 BILLION

Our beautiful Chef Tania prepares recipes from a cookbook published specifically for the festival. She demonstrates the diverse elements of an evolving Latino food culture from the Latino countries which are celebrated in the two day event.

Zesty Guacamole serve this at your next get-together

{ chef taNIa }

• 3 HAAS AVOCADOS (peeled, halved & seeded)

• 1 LiMe (juiced)

• 1/2 TeASPOON KOSHeR SALT

• 1/2 TeASPOON GROUND CUMiN

• 1/2 TeASPOON CAyeNNe

• 1/2 MeDiUM ONiON (diced)

• 2 ROMA TOMATOeS (seeded & diced)

• 1 TABLeSPOON CiLANTRO (chopped)

• 1 CLOVe GARLiC (minced)

Her illustration of the various recipes

and their foodstuffs are comprehensive

for all to follow. She gives the audience

a graphic way of preparing each

meal, explains eating habits, special

occasions and diet and health which

she expertly presents.

1.) In a large bowl place the scooped

avocado pulp and lime juice, toss

to coat.

2.) Drain, and reserve the lime juice, after

all of the avocados have been coated.

3.) Add the salt, cumin, and cayenne

and mash using a potato masher.

4.) Fold in the onions, tomatoes,

cilantro, and garlic. Add 1 tablespoon

of the reserved lime juice.

5.) Let sit at room temperature for

1 hour and then serve.

QUIcK aND easY recIPe

SourCe: PEW HISPANIC CENTER

FIND US ON

Page 11: 2010 Iowa's Latino Heritage Festival Annual Report

latinoheritagefestival.org | 2010 ANNUAL REPORT | 11

iowa’s Latino Heritage Festival celebrates the cultures and traditions of the following 22 Latin countries:

• Argentina • Bolivia• Brazil• Chile• Colombia• Costa Rica• Cuba• Dominican Republic • ecuador• el Salvador• Guatemala• Honduras • Mexico• Nicaragua• Panama• Paraguay• Peru• Portugal • Puerto Rico• Spain• Uruguay• Venezuela

DID YOU KNOW?

{ cULtUraL BOOths }

Iowans continue to voice that they had no idea that so many Latin American countries are represented in Iowa.

Each Latin American country has provided audiences with a

deeper cultural understanding of the nuance and diversity within

the Latino community. The demographics are certainly changing

rapidly in our country.

Page 12: 2010 Iowa's Latino Heritage Festival Annual Report

12 | 2010 ANNUAL REPORT | latinoheritagefestival.org

WhatPeople LikedMost AboutThe Festival

3RD T

IME | 2

1%

RepeatAttendance

At The Festival

4 TH TIME | 19%

2N

D TIM

E | 29%1ST T

IME

| 3

1%

3% | BEVERAGES

CRAFT 3% | VENDORS

CULTURAL7% | EXHIBITS

MUSIC &20% | ENTERTAINMENT

4% | EXHIBITS

FOOD | 29%

CHILDREN’S ACTIVITIES | 11%

LEARNING ABOUT CULTURES | 10%OVERALL

10% | EXICITEMENT

10% | SHOWS

VENEZUELA { 1%

MEXICO { 29%

ARGENTINA { 2%

ECUADOR { 3%

EL SALVADOR { 3%

GUATEMALA { 2%

SPAIN { 1%

PERU { 1%

COLOMBIA { 2%

DOMINICAN REPUBLIC { 1%

UNITED STATES { 58%

Birthplace of Festival Attendees

WHITE | 19%

AFRICAN AMERICAN | 5%

NATIVE AMERICAN | 5%

ASIAN | 1%

OTHER | 8%

0 10 20 30 40 50 60

LATINO | 60%

0 20 40 60 80 100

AFRICAN AMERICAN

WHITE 60%37%

34%64%

9%90%

LATINO

{ KEY } DEMOCRAT REPUBLICAN

WhatPeople LikedMost AboutThe Festival

3RD T

IME | 2

1%

RepeatAttendance

At The Festival

4 TH TIME | 19%

2N

D TIM

E | 29%1ST T

IME

| 3

1%

3% | BEVERAGES

CRAFT 3% | VENDORS

CULTURAL7% | EXHIBITS

MUSIC &20% | ENTERTAINMENT

4% | EXHIBITS

FOOD | 29%

CHILDREN’S ACTIVITIES | 11%

LEARNING ABOUT CULTURES | 10%OVERALL

10% | EXICITEMENT

10% | SHOWS

VENEZUELA { 1%

MEXICO { 29%

ARGENTINA { 2%

ECUADOR { 3%

EL SALVADOR { 3%

GUATEMALA { 2%

SPAIN { 1%

PERU { 1%

COLOMBIA { 2%

DOMINICAN REPUBLIC { 1%

UNITED STATES { 58%

Birthplace of Festival Attendees

WHITE | 19%

AFRICAN AMERICAN | 5%

NATIVE AMERICAN | 5%

ASIAN | 1%

OTHER | 8%

0 10 20 30 40 50 60

LATINO | 60%

0 20 40 60 80 100

AFRICAN AMERICAN

WHITE 60%37%

34%64%

9%90%

LATINO

{ KEY } DEMOCRAT REPUBLICAN

WhatPeople LikedMost AboutThe Festival

3RD T

IME | 2

1%

RepeatAttendance

At The Festival

4 TH TIME | 19%

2N

D TIM

E | 29%1ST T

IME

| 3

1%

3% | BEVERAGES

CRAFT 3% | VENDORS

CULTURAL7% | EXHIBITS

MUSIC &20% | ENTERTAINMENT

4% | EXHIBITS

FOOD | 29%

CHILDREN’S ACTIVITIES | 11%

LEARNING ABOUT CULTURES | 10%OVERALL

10% | EXICITEMENT

10% | SHOWS

VENEZUELA { 1%

MEXICO { 29%

ARGENTINA { 2%

ECUADOR { 3%

EL SALVADOR { 3%

GUATEMALA { 2%

SPAIN { 1%

PERU { 1%

COLOMBIA { 2%

DOMINICAN REPUBLIC { 1%

UNITED STATES { 58%

Birthplace of Festival Attendees

WHITE | 19%

AFRICAN AMERICAN | 5%

NATIVE AMERICAN | 5%

ASIAN | 1%

OTHER | 8%

0 10 20 30 40 50 60

LATINO | 60%

0 20 40 60 80 100

AFRICAN AMERICAN

WHITE 60%37%

34%64%

9%90%

LATINO

{ KEY } DEMOCRAT REPUBLICAN

{ sUrveYeD Data }

Page 13: 2010 Iowa's Latino Heritage Festival Annual Report

latinoheritagefestival.org | 2010 ANNUAL REPORT | 13

The midterm elections were historic for

Latinos. For the first time ever, three Latino candidates — all of them Republicans — won top statewide offices.

in New Mexico, voters elected the nation’s first Latina governor, Republican Susana Martinez. in Nevada, Republican Brian Sandoval won the governor’s race and became Nevada’s first Latino governor. And in Florida, Republican Marco Rubio won the U.S. Senate race. Despite these big top-of-the-ticket wins for Republican Latino candidates, Latino voters continued their strong support for Democratic candidates nationwide. National exit poll results show that Democrats had a nearly two-to-one advantage−64% versus 34%−over Republicans in U.S. House races among Latino voters.

LatINO vOte

{ festIvaL exPeNses }

INCOME

Sponsors $102,500.00

Festival Income $74,132.40

total $176,632.40

EXPENSES

Festival Expenses $119,024.68

Scholarships $8,000.00

Community Donations $4,000.000

total $131,024.68

SourCe: PEW HISPANIC CENTER

2010 Vote for Congress by Race & Ethnicity

WhatPeople LikedMost AboutThe Festival

3RD T

IME | 2

1%

RepeatAttendance

At The Festival

4 TH TIME | 19%

2N

D TIM

E | 29%1ST T

IME

| 3

1%

3% | BEVERAGES

CRAFT 3% | VENDORS

CULTURAL7% | EXHIBITS

MUSIC &20% | ENTERTAINMENT

4% | EXHIBITS

FOOD | 29%

CHILDREN’S ACTIVITIES | 11%

LEARNING ABOUT CULTURES | 10%OVERALL

10% | EXICITEMENT

10% | SHOWS

VENEZUELA { 1%

MEXICO { 29%

ARGENTINA { 2%

ECUADOR { 3%

EL SALVADOR { 3%

GUATEMALA { 2%

SPAIN { 1%

PERU { 1%

COLOMBIA { 2%

DOMINICAN REPUBLIC { 1%

UNITED STATES { 58%

Birthplace of Festival Attendees

WHITE | 19%

AFRICAN AMERICAN | 5%

NATIVE AMERICAN | 5%

ASIAN | 1%

OTHER | 8%

0 10 20 30 40 50 60

LATINO | 60%

0 20 40 60 80 100

AFRICAN AMERICAN

WHITE 60%37%

34%64%

9%90%

LATINO

{ KEY } DEMOCRAT REPUBLICAN SourCe: PEW HISPANIC CENTER

2011 Festival Attendance by Ethnicity

WhatPeople LikedMost AboutThe Festival

3RD T

IME | 2

1%

RepeatAttendance

At The Festival

4 TH TIME | 19%

2N

D TIM

E | 29%1ST T

IME

| 3

1%

3% | BEVERAGES

CRAFT 3% | VENDORS

CULTURAL7% | EXHIBITS

MUSIC &20% | ENTERTAINMENT

4% | EXHIBITS

FOOD | 29%

CHILDREN’S ACTIVITIES | 11%

LEARNING ABOUT CULTURES | 10%OVERALL

10% | EXICITEMENT

10% | SHOWS

VENEZUELA { 1%

MEXICO { 29%

ARGENTINA { 2%

ECUADOR { 3%

EL SALVADOR { 3%

GUATEMALA { 2%

SPAIN { 1%

PERU { 1%

COLOMBIA { 2%

DOMINICAN REPUBLIC { 1%

UNITED STATES { 58%

Birthplace of Festival Attendees

WHITE | 19%

AFRICAN AMERICAN | 5%

NATIVE AMERICAN | 5%

ASIAN | 1%

OTHER | 8%

0 10 20 30 40 50 60

LATINO | 60%

0 20 40 60 80 100

AFRICAN AMERICAN

WHITE 60%37%

34%64%

9%90%

LATINO

{ KEY } DEMOCRAT REPUBLICAN

Page 14: 2010 Iowa's Latino Heritage Festival Annual Report

14 | 2010 ANNUAL REPORT | latinoheritagefestival.org

PMS 286 (blue)

PMS 286 (blue)

®

• Bank of the West

• Best Buy

• Department of Correctional Services

• Des Moines Metro Credit Union

{ 2010 sPONsOrs }

{ frIeNDs Of the festIvaL }

• Greater Iowa Credit Union

• Iowa National Guard

• Liberty Bank

• Meredith Corporation

Page 15: 2010 Iowa's Latino Heritage Festival Annual Report

latinoheritagefestival.org | 2010 ANNUAL REPORT | 15

{ BOarD memBers }

• Greater Iowa Credit Union

• Iowa National Guard

• Liberty Bank

• Meredith Corporation

ART exHiBiT – Albert Martinez

BeeR CONCeSSiON – Des Moines Social Club

CHARROS – Juan Pina

CHiLDReN ACTiViTieS – Gabriela Gallentine

COOKiNG DeMO – Tania Blanco

CULTURAL BOOTHS – Rosi Rios

eNTRANCe – Jesus Lopez

exHiBiTORS – Paula Mackey

FiRe DePARTMeNT DiSPLAy – Juan Garcia

iOwA LATiNO TALeNT SeARCH – Margarita Pizano

MAiNTeNANCe – 5th Judicial

STATe FAiR PARADe – Elizabeth Vasquez

SALSA iOwA – Melanie Rivera

SCHOLARSHiPS – Mayra De Catalan

SeCURiTy – Joe Gonzalez

VOLUNTeeRS – Dora Camargo

BACHATA iOwA – Brien Adeniyi-Williams

PUBLiCiTy – Christina Morrow, Elizabeth Vasquez, Chris Mackey

{ chaIrPersONs }

JoAnn MackeyExecutive DirectorLatino Resources, Inc.

Paula Mackey RN BSNInsurance Verification NurseMercy Home Health Services

Christina MorrowMarketing CommunicationsIowa KidsNet / Lutheran Services

Constance williams wO1State Diversity ManagerIowa National Guard

Fernando Aveiga Multicultural Workforce DevelopmentMaster Builders of Iowa

Mayra De Catalan Associate Professional Wells Fargo

Joe GonzalezLiaison Officer of the Latino CommunityDes Moines Police Department

Jesse LinebaughAttorney at LawFaegre & Benson

Margarita PizanoSpanish TeacherIowa Christian Academy

Page 16: 2010 Iowa's Latino Heritage Festival Annual Report

Latino Resources, Inc.P.O. Box 12163 | Des Moines, IA 50312 | 515-279-0715

All rights reserved. © 2011 Latino Resources, Inc.

w w w. l a t i n o h e r i t a g e f e s t i v a l . o r g