A year ago, it was rare to see or hear Spanish-language ads in Las Vegas’ mainstream media. Finding authentic Latino garb was nearly impossible in the valley. The Hispanic cuisine that grocery stores carried amounted to canned refried beans and packaged taco shells.
“There’s a lack of understanding here of the size and depth of the Latino market,” Miguel Barrientos, a Hispanic marketing specialist who hosts a show on KRLV 1340-AM, told VEGAS INC in June 2011. “They often view us as $8.50-an-hour laborers with no purchasing power. The Anglo market has seen Mexicans as the workforce but not the consumers.”