Hispanic Spaces, Latino Places

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Hispanic Spaces, Latino Places

• Chapter 11 Latino Commerce in Northern Nevada
• By Kate Armstrong

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Chapter 11

• Focuses on the Reno metropolitan area in Northern
  Nevada
• Examines how small businesses and commercial
  establishments represent the citys growing
  Latino presence and culture
• Section one outlines the Latino presence and
  Spanish language used throughout Reno
• Section two focuses on various aspects of the
  many Latino-owned businesses in Reno

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The city of Reno

• Population 330,000 (2000)
• 17 Latino (2000)
• In 1990 the Latino population was less than 7
• Reno is considered a new Latino community
  because the city has only recently (since the
  1990s) experienced significant migration of
  Latinos

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Affects of migration on established businesses in
Reno

• Businesses want to market their products to
  Latinos
• Businesses attract Latino consumers using means
  such as language, national colors on storefronts
  and signs, and maps and murals inside the stores
• All this is done to attract consumers by
  establishing connections to a particular
  community or country in Latin America

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Latino businesses in Reno

• New Latino immigrants are establishing their own
  small businesses in Reno
• 16 of Latino owned businesses in Nevada are
  located in Reno
• The businesses are located throughout many
  different neighborhoods in the city, but are
  concentrated on South Wells Avenue

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Latino businesses in Reno

• Variety Store 32
• Food Store 26
• Household Services 26
• Clothing Store 11
• Automotive Service 5

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Ownership

• Family owned 89
• Non-family owned 11

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Employees

• No paid employees 79
• 1 employee 5
• 2-5 employees 11
• More than 5 employees 5

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Financing of businesses

• Personal savings 67
• Bank loans 20
• Loan from family or friends 13
• Lack of access to cash for business operations is
  a problem for these small business owners

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Connecting Latino business and the Latino
community

• Consumers in the Latino businesses are primarily
  Latino
• Proximity to the store ¾ of Latino business
  owners said that their customers lived nearby
  (showing that a Latino community is being created
  around the South Wells Latino business district)
• Many get their products from Latin American
  countries

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Conclusions

• Latinos have been the driving force affecting
  economic change in Reno
• All businesses, not only Latino owned businesses,
  are changing to market products to Latino
  residents of Reno
• The establishment of Latino businesses leads to
  strengthening of the Latino community in Reno