Press Room

Power of the Purse Press Release

February 10, 2015

Media Contact:
James E. Garcia
(602) 460-1374

UPDATED CORRECTION: An earlier version of this press release noted that the Cox Business Latina Entrepreneurs 2015 winners would not be recognized at this conference because they have not yet been selected. However, the 2014 Cox Business Latina Entrepreneurs winners will be recognized. We apologize for the error.

Fourth Annual Power of the Purse conference celebrates Latina business leaders and entrepreneurs

(PHOENIX) The Fourth Annual Power of the Purse business breakfast will spotlight the achievements of Hispanic women business owners and professionals March 6 at the Crowne Plaza Hotel, 4300 East Washington in Phoenix.

The event is organized by the Arizona Hispanic Chamber of Commerce’s Latina Business Enterprises (LBE). CBS 5 News Anchor Catherine Anaya is this year’s keynote speaker. (See full biography below. High resolution headshot available upon request.)

“As Arizona’s economy continues its rebound, it’s important that we acknowledge the role of women-owned businesses and especially Latina-owned businesses, the fastest growing segment of U.S. small business market,” said Marisa S. Benincasa, Chair for the Latina Business Enterprise Committee and Loyalty Manager for Cancer Treatment Centers of America®. “Latinas have entered every level of government, business and the non-profit world, but this event also points up that we’re a long way from parity and more needs to be done.”

The event’s theme this year is “Women Doing Business: Leading the Way.”  The annual event is scheduled to correspond with International Women’s Day and is organized as a partnership with the Women's Business Enterprise Council (WBEC)-Westand sponsored by Cox Communications and Cancer Treatment Centers of America®.

During the conference, the Cox Business Latina Entrepreneur 2014 winners. Kathy Cano-Murillo of Crafty Chica and Stephanie Vasquez of Fair Trade Café , will be recognized as examples of women business leaders leading the way.

During the program, high school students participating in the national Young Entrepreneurs Academy program, known as YEA!, will be recognized. The ground-breaking year-long program, operated locally by the Arizona Hispanic Chamber, takes students through the process of starting and running real businesses. The students’ will pitch their ideas in April to a panel of investors.

Also, the non-profit Dress for Success, which promotes the economic independence of disadvantage women by providing professional attire and other services, will be collecting lightly used professional attire at the event. Lisa Doromal, founder and president of the group’s Phoenix affiliate, will be sharing “The Power of the Power Suit”, tips for dressing for success, with the audience.

On-site registration and a mini business expo start at 7:30 a.m. The Power of the Purse program last from 8:30 to 10:30 a.m. Admission: AZHCC Members, $30; non-members, $40; students $20. Tickets can be purchased online at
For information about sponsorship opportunities, contact Natalia Ronceria Ceballos at or 602.294.6085

Catherine Anaya Biography

Three-time Emmy Award-winning journalist Catherine Anaya anchors CBS 5 News weekdays at 5 p.m., 5:30 p.m., 6:30 p.m. and 10 pm. She joined CBS 5 News in January 2003.  The Arizona Associated Press Broadcasters Association named Catherine 'Anchor of the Year' for 2003. Catherine was most recently named “Best Local TV Anchor” at The Phoenician Awards in October, 2013 and she was named “Favorite Evening TV News Personality” and “Anchor of the Year” for Arizona Foothills Magazine’s Best of Our Valley 2014. In March 2014, Catherine traveled to Washington D.C., to interview President Barack Obama at the White House about a variety of topics including minimum wage and immigration reform.
In October of 2004, Catherine proudly co-anchored a presidential debate special for CBS 5 News with the legendary Walter Cronkite. In May of 2009 she was also honored to have been asked to deliver the Arizona State University, Walter Cronkite School of Journalism and Mass Communication Convocation Address. Catherine is also a proud mother of two, wife, motivational speaker, founder of the Sisterhood of Super Women, a spin instructor and an avid runner. She's run 10 marathons since 2005 – including the Boston Marathon in 2007, 2010 and 2012.


Founded in 1948, the Arizona Hispanic Chamber of Commerce is the premier advocate for the state's more than 67,000 Hispanic-owned small businesses and more than 2 million Hispanic consumers.

Led by CEO and President Gonzalo A. de la Melena, Jr., the non-profit organization provides products and services in the area of market intelligence, capacity building, advocacy and education for the benefit and success of its members, corporate partners and to actively promote the economic growth and vitality of Arizona. The Arizona Hispanic Chamber's annual signature events include the Black & White Ball and Business Awards; the release of DATOS: State of Arizona's Hispanic Market; the Business Diversity Summit; Power of the Purse; and the Bud Shootout Golf Tournament-and more than 60 workshops, seminars, public forums and business networking activities.

The Chamber also operates the federally funded Phoenix Minority Business Development Business Center, which provides access to contracts and capital for mid-sized companies among the state's 100,000+ Minority Business Enterprises in search of growth and investment opportunities.

The Arizona Hispanic Chamber is dedicated to promoting the economic health and prosperity of the state and nation by serving as a vital link to the growing power and influence of Hispanic business owners and consumers in our increasingly diverse global marketplace.

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