Mexico’s Grupo Plexon enters U.S. Quinceañeras Market
What: Grupo Plexon, a Mexican expo solution provider is entering the U.S. market. Plexon will focus on events around quinceañeras and bodas (weddings) content.
Why it matters: Most Hispanics, approximately 70%, are of Mexican origin. Quinceañeras events are important to this audience. The average quinceañera celebration costs upward of U.S. $15,000.The Quinceañera expo and media sector is very fragmented and there is potential in economies of scale and in monetizing a national platform for advertisers.
Mexican expo solution provider Grupo Plexon is entering the U.S. (Hispanic) market with the goal of producing top quinceañera and wedding events for the U.S. consumer. The quinceañera celebration is a Mexican tradition which marks the fifteenth birthday and the transition from childhood to womanhood. Grupo Plexon is based in Jalisco and has offices in San Antonio, Texas, It already has held events in Phoenix, San Antonio, Houston and Chicago this year. On December 7 & 8 2013 it will hold its signature Expo15 and Sweet 16 event at the Los Angeles Convention Center. In 2014, the group will hold events in Los Angeles, San Diego and Chicago. SIGO Hispanic Media, the publisher of the recently launched los Encabezados.com site is Grupo Plexon's Hispanic AOR.
The U.S. Quinceañeras expo industry is highly fragmented.
Quinceañeras are big business in the U.S. with the average quinceañera celebration costing upward of $15,000. Grupo Plexon seeks to bring uniformity to the consumer experience to the highly segmented U.S. quince expo industry. Grupo Plexon’s track record in Mexico includes over 1,000 business to consumer events. “Bodas (weddings) and quinceañeras are two unique once in a lifetime events that bring households together. Our move into the U.S. Market is intended to add substantial value to the consumer who is shopping for quinceañera products and services and deliver such consumer to local and national businesses that want to engage with this market.” said Manuel Diaz, President and CEO of Grupo Plexon.
While the Quinceañera market is quite fragmented and almost non-existent on a national platform level, there are some other providers. They include Texas-based Quincegirl which aims to do a national tour of events in 2014 and EC Hispanic media's Quinceanera.com which has a digital, print and event presence mostly in California. Hispanic newspapers also often expand their franchises into Quinceañeras event and content.
Grupo Plexon claims to have a proven track record of identifying, developing and promoting rising stars in the world of modeling. To this end, Grupo Plexon hosts the Teen Model Search before the expo where an open casting gives young aspiring models the opportunity to experience the world of modeling. “Our teen model sear seeks to find, develop and launch young Latinas in the U.S. who want to pursue a career in this industry. At the same time, we intend to deliver a highly engaged passionate audience to blue chip advertisers who want to reach this segment of the U.S. market” concluded Mr. Diaz.
Most Hispanics, approximately 70%, are of Mexican origin. Quinceañeras events are important to this audience. The average quinceañera celebration costs upward of U.S. $15,000.The Quinceañera expo and media sector is very fragmented and there is potential in economies of scale and in monetizing a national platform for advertisers.