» Disney Land bets on “Reyes”
Last Friday Disney executives were surprised at the amount of media interest in the Dia de Reyes event (“Three Kings”). Fourteen Spanish-language television outlets, both international and national, either broadcast on site or aired live segments from Disneyland. One English language station, KTTV, also came out, as well as a few print journalists for a morning media demonstration. "We were pleasantly surprised," said Claudia Cespedes, associate marketing manager for the Disneyland Resort, the OC Register reports. Dia de Reyes is part of Disneyland's effort to market holidays to the Latino community. For the past two years, Disney also has reached out at Latino events to promote the Halloween season, bringing characters to perform and running a vote-for-your-favorite-villain campaign. See a previous story about Disney's Halloween promotion. "It is a part of our regular campaign. Whatever we do for the general market, we do for the Hispanic market," Cespedes said. For Dia de Reyes, Disneyland is selling traditional foods: A mini Rosca de Reyes, a ring shaped sweet bread, is for sale on a cart for $5.50 each, as well as strawberry churros for $3.75. Two types of tamales are available at the Rancho del Zocalo Restaurante.
» Dish – Univision
In an effort to reach the growing Hispanic population, Dish Network said Monday that it had entered into the first deal to broadly distribute Univision Communications’ new Spanish-language news, sports and entertainment networks, the New York Times reports. Dish Network, the pay-television provider, announced at the International Consumer Electronics Show in Las Vegas that it had reached a multiyear, multiplatform agreement to introduce three new Univision networks: Univision Deportes, Univision Novelas and Univision Noticias.Additionally, beginning early this year, an authentication model will give Dish customers access to a wide range of Univision programming on various devices, including iPads and laptops, inside and outside the home.
» Thriving Texas Hispanic Grocers
The Hispanic-oriented specialty grocery market in North Texas generates $2.8 billion, drawing ever more entrants to the fray, Ed Rincon, a Dallas business consultant who specializes in the Latino consumer, told the Star Telegram.
The sizable market has clearly been shaped by the rapid expansion of Fort Worth's Hispanic community. Desiring a slice of this niche are such regional chains as La Superior, Fiesta, La Michoacan, El Rio Grande, Monterrey and Terry's. The latest entrant in Fort Worth is El Rancho, a Garland-based chain that recently opened its 12th store — and first in Fort Worth. Their sales may be below the radar of data-collecting firms. According to Rincon's 2010 Latino Trendline Study of the market, Walmart Supercenters have a 25.4 percent share of the Latino market, Fiesta 24.9 percent and El Rancho about 8.2 percent. And foreign-born Hispanics preferred Fiesta over Wal-Mart, it found.