According to latest U.S. Census data, Latinos make up nearly 29% of Nevada’s population and own about 19% of the state’s businesses—three times the national average.
As the Latino community grows, more businesses are catering to their needs.
This Hispanic Heritage Month, we explore the impact of these businesses and what they could mean for the future of Las Vegas and Nevada as a whole.
BUSINESS GROWTH
Peter Guzman, president of the Latin Chamber of Commerce in Las Vegas, said Latino business growth has been going on for years,
“From all indications, they’re doing great. But, it’s not just now. Even during COVID, a lot of Hispanic businesses found a way to get through it.”
Guzman thinks Latinos have an almost inherent entrepreneurial spirit because many of them come from countries with more “chaotic” conditions than the U.S.
“The entrepreneurship among Hispanics is through the roof. They come from countries that are chaotic, where there’s nothing in place to help individuals and you’re left on your own to do it,” Guzman said.
“Then they come to America better prepared.”
In the last five years or so, there have been massive businesses open that are either run by Latinos or that cater to the Latino community: From Ojos Locos Casino, and Maya Cinemas in North Las Vegas, to El Mercado at the Boulevard Mall and El Durango Casino in Southwest Las Vegas.
Guzman thinks business owners feel comfortable betting on the Latino community because of their raw growth in the valley.
“Latinos are part of the entire fabric of our community. They’re going to attend all the hotels, concerts, football, games. It’s not a bad thing to cater to a specific demographic if that’s what you do,” Guzman said.
MAYA CINEMAS
California theater chain, Maya Cinemas, expanded to Nevada with one location in North Las Vegas in 2019.
With the theater’s focus on serving the Latino community, it offers your typical blockbuster movies with the option of seeing them with Spanish subtitles. It also shows Latino-made, Spanish language films.
Along with your traditional popcorn and soda, they offer Mexican cuisine like enchiladas and Mexican drinks like Michelangas at concessions.
Maya Cinemas also offers subscription plans that cater to the Latino family unit, like allowing six tickets per month.
Francisco Schlotterbeck, CEO of Maya Cinemas, said these elements are part of their business strategy.
“We try to create a variety of different options where our Hispanic market [says] ‘I feel like home,’ [to].”
Maya Cinemas also aim to engage and help the Latino community with scholarships.
Schlotterbeck said Maya Cinemas is still recovering from the effects of the COVID-19 pandemic on the movie theater industry, but that they’re “90 to 95 percent recovered,” and that they’re growing.
Maya Cinemas also aims to engage and help the Latino community with scholarships for youth.
“Every dollar that a customer contributes at our box office and our concessions, Maya matches that dollar,” Schlotterbeck said.
“We work with local school districts to do a fair distribution of that money.”
Guests: Peter Guzman, president, Latin Chamber of Commerce; Francisco Schlotterbeck, CEO, Maya Cinemas
