New Nielsen research concludes that the pace of growth in America of the Hispanic market is soaring in many areas. That’s why the Recreational Boating & Fishing Foundation is holding a free webinar at 3 p.m. Eastern today that every dealer in areas I’m about to cite should attend.
The webinar will identify ways to ensure your dealership’s messaging is reaching this market and provide insights on how to successfully engage this demographic. It will feature Gerry Loredo of Lopez Negrete Communications and Ed Cantú of Tippit & Moo Advertising.
If you’re assuming the Hispanic population in America is centered in New York, Miami and Los Angeles, you’re only half right. Today there are rapidly growing Latino markets in many other areas and if you’re not recognizing it you’re likely missing sales.
How about Charlotte, N.C.? The Hispanic population has been growing faster there than any other region in the country, according to Nielsen findings. In fact, since 2000 there’s been distinct Latino growth in cities across the country. The high growth in many mid-market-sized cities mirrors the growth in Los Angeles and New York just a couple of decades ago.
So is there opportunity outside your door? Here are the 15 largest market areas by Hispanic population identified by Nielsen and their percentage of growth from 2000 to 2013:
Los Angeles, up 27.2 percent; New York City, up 29.6 percent; Houston, up 69.2 percent; Miami/Fort Lauderdale, up 42.7 percent; Chicago, up 39.3 percent; Dallas/Fort Worth, up 74.3 percent; Phoenix, up 61 percent; San Francisco, up 36.7 percent; San Antonio, up 39.5 pecent; Harlingen Area, Texas, up 41.2 percent; Sacramento, up 67.3 percent; Fresno-Visalia, Calif., up 48.3 percent; San Diego, up 41.5 percent, the Washington D.C. area, where the Hispanic population has risen 108.1 percent; and Denver, up 51.5 percent.
Here are the 15 fastest growing market areas among Hispanics with a population of 200,000-plus and their percentage of growth from 2000 to 2013:
Charlotte N.C., which has grown 168 percent; the Raleigh area of North Carolina, which is up 138.9 percent; Atlanta, which grew 126.9 percent; Orlando, up 125.1 percent; Fort Myers/Naples, Fla., up 123 percent; the Oklahoma City area, which saw growth of 119.2 percent; the Tampa, Fla., area, up 112.2 percent; the West Palm Beach, Fla., area, which grew 110.9 percent; Seattle-Tacoma, which grew 108.3 percent; the Washington D.C. area, which grew 108.1 percent; Las Vegas, up 103.7 percent; Minneapolis-Saint Paul, up 98 percent; Kansas City, up 96.5 percent; Salt Lake City, up 96.5 percent; and Austin, Texas, up 84.5 percent.
“The changing demographics throughout the country bring a great opportunity for the fishing and boating communities to engage with the Hispanic audience,” RBFF president Frank Peterson said. “It is the fastest growing demographic in the nation and we’re offering this webinar to help dealers feel confident in reaching out to this market.”
Topics the webinar will cover include: why Hispanic participation in boating and fishing is important; barriers Hispanics face to participation and ways to overcome them; top best practices for outreach; how kids and teens act as key drivers for their parents' choice in activities; and immediate next steps and actions to take.