Date ArticleType
11/19/2013 Press Release
Comprehensive Report on Tucson's Hispanic Market To Be Released 11/21

FOR IMMEDIATE RELEASE – November 19, 2013

Comprehensive report on Tucson's Hispanic market to be released, November 21

  • DATOS: Tucson 2013 report to be released during November 21st luncheon at Doubletree Hotel Tucson at Reid Park, 445 S. Alvernon Way.
  • Arizona Public Media's Michael Chihak to emcee

Media Contacts:  Lea Marquez Peterson, President/CEO of the Tucson Hispanic Chamber of Commerce, 520-620-0005 or; and James E. Garcia, director communications, Arizona Hispanic Chamber of Commerce, 602-460-1374 or

 (High resolution headshots of Marquez Peterson, de la Melena, Olivas and Chihak available upon request.)


(TUCSON) More than 90 percent of Tucson Hispanics accessed the Internet in one 30-day period last summer; Tucson's population is now more than one-third Hispanic and predominantly minority; and Arizona is predicted to become majority Hispanic by 2035.


These are a few of the facts contained in the 2013 edition of DATOS: Tucson, the comprehensive study published annually by the Arizona Hispanic Chamber of Commerce. The study will be released in partnership with the Tucson Hispanic Chamber of Commerce November 21.


“An important element in this year's DATOS: Tucson is the chapter on the Arizona-Mexico trade, because we know Tucsonans, better than most, understand the importance of building upon our relationship with our state's top trading partner," said Lea Marquez Peterson, President and CEO of the Tucson Hispanic Chamber of Commerce [THCC], who adds that THCC has opened a satellite office in Hermosillo and created an international relations department to serve its growing cross-border membership.


 “Tucson and Phoenix represent the state's leading population and economic centers, so partnering with Lea and the Tucson Hispanic Chamber is a great way to remind Arizona policy makers understand how vital we are to the state's economic future," said Gonzalo A. de la Melena, Jr., president and CEO of the Arizona Hispanic Chamber of Commerce based in Phoenix.


DATOS Tucson quick facts: 

  • Arizona Hispanics will account for $43.3 billion in consumer spending statewide in 2013.
  • Hispanics account today for an estimated 36 percent of the population in Tucson, which is now a majority-minority city.
  • There are approximately 67,000 Hispanic-owned small businesses in Arizona, one-third of which are owned by Latinas and one-third of which are owned by immigrants.
  • With $1.3 Trillion in buying power in 2013, if U.S. Hispanics were a country they would be tied with Spain as the 13th largest economy in the world.

DATOS: Tucson is researched by a team of experts led by Dr. Loui Olivas, professor emeritus at Arizona State University, and published by the Arizona Hispanic Chamber of Commerce. It provides detailed analysis and information regarding major trends in technology, employment, housing, education, small business activity and more.


This year's presenting sponsor is Blue Cross Blue Shield of Arizona (BCBSAZ). The Gold Sponsor is the University of Phoenix. Other sponsors include Anheuser-Busch, Henkel, Univision Arizona, Republic Media and the Arizona Daily Star.

"As Arizona's economy shows signs of improvement Tucson's Hispanic population is a critical part to that recovery, and sponsoring DATOS: Tucson is one of the many ways we’re acknowledging the important role of Arizona’s Latino community in our state’s vitality," said Deanna Salazar, senior vice president, BCBSAZ.

DATOS: Tucson is based in part on research gathered for DATOS: The State of Arizona's Hispanic Market, a detailed report released this fall as part the Arizona Research Series commissioned by the Arizona Hispanic Chamber of Commerce. The series has included surveys of minority-owned, women-owned, Hispanic-owned and family-owned business enterprises, as well as its just published Supplier Diversity White Paper.


"Policy makers, whether in government or private industry, need credible market intelligence in order to plan for the future," said de la Melena. "That's why the AZHCC has committed its resources to producing research on the state's fast growing minority business and consumer trends. Having this information at our fingertips benefits everyone in the state."


The event will be emceed by Michael Chihak of Arizona Public Media.  Registration for THCC and AZHCC Members: $60 per person (includes a DATOS: Tucson book, a $50 value) A table of 8: $450. Non-members: $75 per person (includes a DATOS: Tucson book, a $50 value) Non-members, table of 8: $570.  


For more information, contact Lea Marquez Peterson, president/CEO at or call 520-620-0005.


About Dr. Loui Olivas
Loui Olivas is a fourth-generation Arizona native. After 30 years of service at Arizona State University, Dr. Olivas retired in 2009. As a tenured professor in the W. P. Carey School of Business Department of Management, his teaching and research emphasis focused on entrepreneurship, small business management and Hispanic demographics and marketing perspectives. Olivas has been contributing author of the annual DATOS: State of Arizona's Hispanic Market report published for 17 years by the Arizona Hispanic Chamber of Commerce.


About Blue Cross Blue Shield of Arizona

Blue Cross Blue Shield of Arizona (BCBSAZ), an independent licensee of the Blue Cross and Blue Shield Association, is the largest Arizona-based health insurance company. The not-for-profit company was founded in 1939 and provides health insurance products, services or networks to 1.3 million individuals. With offices in Phoenix, Flagstaff, Tempe and Tucson, the company employs more than 1,300 Arizonans. BCBSAZ is committed to serving Arizona's growing Hispanic community. Services like Mi Consejero Azul (My Blue Advisor) provide culturally-relevant, bilingual service and information for customers. Follow BCBSAZ at or on Twitter at @bcbsaz to get information on health and wellness, a knowledgeable perspective on health insurance reform, and become a part of what we’re doing in your community.

About the Tucson Hispanic Chamber of Commerce
The Tucson Hispanic Chamber of Commerce, headquartered at 823 E Speedway in Tucson, drives economic development, advances Hispanic businesses, and provides helpful access to the important Hispanic consumer and business markets. Founded in 1989, the THCC represents nearly 1000 dynamic businesses that advance the local and state economies. The THCC has offices in Tucson and Hermosillo, Sonora, Mexico Visit to learn about upcoming events and membership. For more information: 520-620-0005 or


Founded in 1948, the Arizona Hispanic Chamber of Commerce is the premier advocate for more than 67,000 Hispanic-owned small businesses and more than 2 million Hispanic consumers statewide. 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: Focus on the Hispanic Market; the Arizona Minority Business Enterprise Summit; and the Bud Shootout Golf Tournament—along with more than 60 other workshops, seminars, public forums and business networking activities. The Chamber also operates Arizona’s only federally funded Minority Business Development Agency 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 health and prosperity of the state and national economy by serving as a vital link to the growing power and influence of Hispanic business owners and consumers as part of our increasingly diverse global marketplace. For more information:, 602-279-1800, or visit