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2010 Iowa's Latino Heritage Festival Annual Report
Citation preview
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
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
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
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
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
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
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
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!
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.
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
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.
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 }
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
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
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
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