2020 Agenda
Check Back To Keep Up To Date, More Exciting Announcements To Come


Morning Sessions

6:30 AM – 7:00 AM (PST)

Release of Latino GDP Report, Review of the State of Latinos in America

9:30 AM – 10:00 AM (EST)
Last year L’ATTITUDE continued the tradition of presenting an updated LDC U.S. Latino GDP Report, which reflects the significant impact of the U.S. Latino cohort in our New Mainstream Economy. This session presents the much anticipated 2020 report, presented by Ana Valdez, Executive President of the Latino Donor Collaborative, with Dr. Matthew Fienup, Chief Economist at the Center for Economic Research & Forecasting, Dr. David Hayes-Bautista, Chief Demographer at the Center for the Study of Latino Health and Culture, and Sol Trujillo, Co-Founder of the Latino Donor Collaborative and Co-Founder of L’ATTITUDE. This session will be moderated by Almar Latour, CEO of Dow Jones and Publisher of The Wall Street Journal.

The GDP Report provides a factual view of the large and growing economic contributions of U.S. Latinos. As the only analysis of its kind published each year, the report is based on calculations of major GDP components aggregated across more than 70 industrial sectors of economic activity. This introduction will provide a detailed, conservative, bottoms-up construction of the total economic impact of U.S. Latinos. You will learn if and how much the U.S. Latino GDP has grown from last year’s reported $2.3 trillion, how the latest U.S. Latino GDP compares to the GDP of other countries, the growth rate since last year compared to the overall U.S. GDP growth, in addition to other revealing data.

This report establishes a data-driven understanding of the U.S. Latino cohort within the New Mainstream Economy and provides a fact-based platform for all of the sessions that follow during L’ATTITUDE 2020.

Dr. Matthew Fienup, Chief Economist, Center for Economic Research & Forecasting
Dr. David Hayes-Bautista, Chief Demographer, Center for the Study of Latino Health and Culture
Sol Trujillo, Co-Founder, L’ATTITUDE
Ana Valdez, Executive President, Latino Donor Collaborative
Moderator: Almar Latour, CEO, Dow Jones and Publisher, The Wall Street Journal
7:00 AM – 7:15 AM (PST)

State of Latinos in America by Sol Trujillo

10:00AM – 10:15 AM (EST)
This is the untold story of the economic health of America based on facts and data that provide a shocking perspective on our country’s economic performance, and valuable insight into the true measures of our economic health. America will see for the first time how all economic factors lead to two realities: the astounding concentration of wealth into the hands of only 5% of our citizens, and the undeniable need to deploy capital to where the largest opportunity for growth exists, which is in the New Mainstream Economy.

Sol Trujillo, Co-Founder, L’ATTITUDE
7:15 AM – 7:45 AM (PST)

Unveiling of a Business Plan for America and L’ATTITUDE 2020

10:15 AM – 10:45 AM (EST)

Three phrases explain the link between the three partners in L’ATTITUDE: Our country, our community, and our competitiveness. Because L’ATTITUDE is a platform for stimulating action and achieving results, this session will include the unveiling of the objectives and targets the partners have established, both short-term and long-term for L’ATTITUDE.

This year, the focus of L’ATTITUDE 2020 is on the Restart and Rebound of the New Mainstream Economy, and why it is critical for our country, and our world competitiveness.

Gary Acosta, Co-Founder & CEO, NAHREP; Co-Founder, L’ATTITUDE
Sol Trujillo, Co-Founder, L’ATTITUDE
Emilio Estefan, Chairman, Estefan Enterprises, 19X Grammy Award Winning Producer

7:55 AM – 8:00 AM (PST)

A Message from L’ATTTITUDE Alumnus, Mary Dillon

10:55 AM – 11:00 AM (EST)
Mary Dillon, one of the most successful CEO’s in America, delivers a brief statement about growth markets and the role of a CEO in the New Mainstream Economy.
8:00 AM – 9:00 AM (PST)

New Mainstream Economy CEO Townhall

11:00 AM – 12:00 PM (EST)
This session opens with an insightful fireside chat with Sol Trujillo and Fortune 20 CEO, Hans Vestberg, discussing the Latino demographic and its importance to the New Mainstream Economy. It is followed by a thought-provoking, insightful conversation among leading CEOs discussing the unfolding of the New Mainstream Economy in the 21st century, and the role U.S. Latinos play as a key growth cohort in the economy.
Our participants will focus on the Restart and Rebound of our economy during and post COVID-19, and the strategies they are applying in their companies to return to the same rate of growth as pre-pandemic, and possibly more. They will give insight into what they see as our country’s biggest opportunities, especially the Restart and Rebound of the New Mainstream Economy.

Hans Vestberg, Chairman and CEO, Verizon Communications
José E. Cil, CEO, Restaurant Brands International Inc.
Roger Crandall, CEO, Mass Mutual Life Insurance Company
Jimmy Etheredge, CEO, North America, Accenture
John Furner, President and CEO, Walmart U.S.
Mary Mack, Senior Executive Vice President, CEO of Consumer & Small Business Banking, Wells Fargo & Company
Moderator: Sol Trujillo, Co-Founder, L’ATTITUDE
9:10 AM – 10:00 AM (PST)

Making Capitalism Work in the 21st Century

12:10 PM – 1:00 PM (EST)
Leaders of the largest financial institutions come together in round table style to discuss how we can transition from a 20th century capitalist system that has resulted in 79% of the nation’s wealth being concentrated in just 5% of the population, and where just 5 companies account for over 22% of the S&P 500, to a rethink of how capital should be deployed to work not only in places where it has historically been concentrated, but deployed more broadly where growth is now occurring, and being created, in the 21st century New Mainstream Economy.

Discussion will focus on the U.S. Latino cohort being the most undercapitalized in spite of its size and with consumption growing 70% faster than the rest of the economy, accounting for over 80% of net new workforce entrants, and creating 80% of all net new business formations in the last decade.

Larry Fink, Chairman and CEO, BlackRock, Inc.
Jose Minaya, CEO, Nuveen
Brian Moynihan, CEO, Bank of America
Moderator: Andrew Ross Sorkin Co-Anchor, CNBC Squawk Box

Afternoon Sessions

12:00 PM – 12:50 PM (PST)

Pension Funds Commitment to Growth

3:00 PM – 3:50 PM (EST)
Get a Chief Investment Officer’s perspective on how Latino market and fund managers can achieve additional returns to their pension fund. Pension funds account for approximately $72 trillion in assets that are driving the U.S. economy. Although the U.S. Latino contribution to the GDP is 12% and U.S. Latino pensioners are growing at an exorbitant rate every year, only a fraction of Latino money managers are allowed to participate in the massive pool of assets. Get a Chief Investment Officer’s perspective on how Latino market and fund managers can achieve additional returns to their pension fund. Pension funds account for approximately $72 trillion in assets that are driving the U.S. economy. Although the U.S. Latino contribution to the GDP is 12% and U.S. Latino pensioners are growing at an exorbitant rate every year, only a fraction of Latino money managers are allowed to participate in the massive pool of assets.

The panel will explore ways to direct assets to top performing Latino money managers. The CIOs will discuss specific fund challenges they have experienced, the roadblocks they have faced, and the progress they are making in allocating funds to talented U.S. Latino money managers. Panelists will share how they have accessed the largest money managers, programs, and consultants in partnering with firms to scale their businesses with multiple products and large fund allocations. The CIOs will discuss how they can contribute to L’ATTITUDE’s goal of “$1Trillion in Assets Under Management by 2030” for U.S. Latino money managers.

Jagdeep Singh Bachher, CIO, University of California Board of Regents
Alex Doñé, Deputy Comptroller and CIO, New York’s Bureau of Asset Management
Johara Farhadieh, Executive Director and CIO, Illinois State Board of Investment
Rodrigo Garcia, CFO/CIO, Illinois State Treasurer’s Office
Moderator: Martin Cabrera, Jr., CEO, Cabrera Capital Markets
1:00 PM – 1:40 PM (PST)

The Latinx Factor: The Force Reshaping American Business and The Economy

4:00 PM – 4:40 PM (EST)
CEO’s of three of America’s largest corporations in travel, hospitality and finance discuss business trends, digitization, and how their respective industries are likely to evolve in the coming years.

Michael Corbat, CEO, Citi
Arne Sorenson, President and CEO, Marriott International
Moderator: Oscar Munoz, Executive Chairman, United Airlines
1:45 PM – 2:15 PM (PST)

Fireside Chat with John Donahoe

4:45 PM – 5:15 PM (EST)
The session provides valuable insights and key learnings into how this leading brand identifies its greatest opportunities for growth, and how it views the role of the New Mainstream Economy in its business plan for the future.

This discussion will reveal how changing demographics, cohort population growth, and evolving popularity of sports are all changing the game in terms of product development, marketing focus, as well as operationally in human resources and executive management.

John Donahoe, President and CEO, NIKE, Inc.
Moderator: Sol Trujillo: Co-Founder, L’ATTITUDE

Evening Sessions

4:30 PM – 5:00 PM (PST)

Meet the Cast of STX’s Greenland

7:30 PM – 8:00 PM (EST)
An intimate chat with film leads Gerard Butler and Morena Baccarin. A family fights for survival as a planet-killing comet races to Earth. John Garrity (Gerard Butler), his estranged wife Allison (Morena Baccarin), and young son Nathan make a perilous journey to their only hope for sanctuary. Amid terrifying news accounts of cities around the world being leveled by the comet’s fragments, the Garrity’s experience the best and worst in humanity. As the countdown to global apocalypse approaches zero, their incredible trek culminates in a desperate and last-minute flight to a possible safe haven.

Gerard Butler, Actor and Producer
Morena Baccarin, Actor
Moderator: Jesse Lozano, Host, Backstage Stories with Jesse Lozano, 102.7 KIIS FM
5:00 PM – 5:30 PM (PST)

Meet the Cast: of Julie and the Phantoms

8:00 PM – 8:30 PM (EST)
A Conversation with Director Kenny Ortega and select cast of Netflix's Julie & The Phantoms. High schooler Julie lost her passion for music after her mom died last year, but when the ghosts of three dreamy musicians from 1995 appear, they reawaken Julie's own inner spirit and create a new band together: Julie and the Phantoms.

Kenny Ortega, Filmmaker, Choreographer
Carlos Ponce, Actor
Madison Reyes, Actor
Sonny Bustamante, Actor
Alison Araya, Actor
Moderator: Anne Vasquez, Senior Advisor, The Wrap
5:30 PM – 6:00 PM (PST)

Meet the Cast: Netflix Show

8:30 PM – 9:00 PM (EST)

Meet the Cast: Netflix Show

6:00 PM – 7:15 PM (PST)

LatiNXT – The Next Latino Superstars

9:00 PM – 10:15 PM (EST)
LatiNXT, in its second year, introduces leading emerging talents to entertainment and media company executives and to all Americans in an exciting preview of superstars in the making. Learn about their road to stardom and enjoy sample performances from some of these excited, and exciting, guests

LATINXT Segment 1 | Latinas in Hollywood

Latinas are ready and able to take charge of the entertainment business, and Hollywood is waking up to it. Join these dynamic Latinx women as they discuss the issues of breaking stereotypes, visibility, diversity and inclusion in the film and television industries.

Chelsea Rendon, Actor, Murder in the Woodsand, STARZ Vida, Bright, Lucifer
Tess Romero, Actor, Diary of A Future President
Adria Arjona, Actor, Morbius and Cassian Andour Star Wars series, 6 Underground, Sweet Girl, Triple Frontied
Karrie Martin, Actor, Netflix’s Gentefied
Natalia Reyes, Star, Terminator: Dark Fate
Alexa Mansour, Actor, AMC’s upcoming The Walking Dead: World Beyond

LATINXT Segment 2 | The Next Generation Of Latino Talent

These young Latino stars from various Netflix productions play an important role in representing our communities, cultures and complexities across a variety of series and films. This new generation of talent is bringing fresh perspectives and voices to the screen.

Rhenzy Feliz, actor, All Together Now;
Xochitl Gomez, actress, The Baby-Sitters Club; Gentefied
David Castañeda, actor, The Umbrella Academy
Moderator: Rosy Cordero, Journalist, Entertainment Weekly

LATINXT Segment 3 | Latinos on the Rise

The importance of having a Latino man both on screen or behind-the-scenes in an industry that highly under-represents the Latinx culture is undeniable. Join these men as they discuss breaking away from the status quo and charting their own paths in the entertainment industry.

Carlos Miranda, Series Regular, Starz’s VIDA and Pantaya’s ANA
Jesus Sepulveda, Actor, HBO Latino’s Entrenos & Netflix’s They Can’t Deport us All with Chingo Blin
Carlos Santos, Actor and Comedian, Netflix’s Gentefied
Joseph Julian Soria, actor, Gentefied
Moderator: Dennis Pastorizo, Entertainment Reporter & Host

LATINXT Segment 4 | A Spotlight On Isabela Merced

A one-on-one conversation with star Isabela Merced, discussing her skyrocketing career in music and film from her starring turn as Dora in Dora and the Lost City of Gold to her most recent film on Netflix, Sweet Girl alongside Jason Mamoa, and the launch of her EP the better half of me.

Isabela Merced, Recording Artist and Actor, Dora and the Lost City of Gold and Netflix’s Let it Snow
Moderator: Eliane Gallero, Entertainment Reporter & Host

LATINXT Segment 6 | In the Heights

The creator of Hamilton and the director of Crazy Rich Asians invite you to a cinematic event, where the streets are made of music and little dreams become big...In the Heights. Join stars Leslie Grace and Melissa Barrera as they discuss their journey.

Leslie Grace, Singer and Songwriter, WB’s upcoming Lin Manuel Miranda musical In The Height
Melissa Barrera, Actor and Singer, WB’s upcoming Lin Manuel Miranda musical In The Height
Moderator: Benjamin Lopez, Executive Director, National Association of Latino Independent Producers

Morning Sessions

6:30 AM – 6:50 AM(PST)

Release of the State of Hispanic Wealth Report

9:30 AM – 9:50 AM (EST)
Hispanics have suffered from the effects of COVID-19, yet this new study demonstrates the remarkable resilience of America’s youngest and most entrepreneurial demographic. NAHREP and the Hispanic Wealth Project use government data and a survey of more than 2000 Hispanic families to provide an unprecedented financial view of Hispanic households in America

Gary Acosta, Co-Founder and CEO, NAHREP; Co-Founder, L’ATTITUDE
Noerena Limón, SVP of Public Policy and Industry Relations, NAHREP
7:00 AM – 7:40 AM (PST)

America’s Housing Market is Being Built on a New Foundation

10:00 AM – 10:40 AM (EST)
This discussion will describe the road ahead for the U.S. housing market. A conversation about growth in our economy is not complete without addressing the housing market, and a discussion about housing is not complete without addressing the role of U.S. Latinos. This session, featuring CEOs from the construction, real estate and finance industries, will discuss opportunities for growth in our economy and the disproportionate role of U.S. Latinos moving forward.

Gary Acosta, Co-Founder and CEO, NAHREP; Co-Founder, L’ATTITUDE
Ryan Marshall, President and CEO, PulteGroup, Inc.
Ryan Schneider, CEO and President, Realogy
Moderator: Diana Olick, Correspondent, CNBC
7:40 AM – 7:45 AM(PST)

Opening of American Express Business Class Live Pitch Contest Voting

10:40 AM – 10:45 AM (EST)
The voting is now open! Take a look at business pitches from three talented entrepreneurs. L’ATTITUDE attendees have unique access to weigh and decide which one will be the big winner of a $10,000 prize.
7:45 AM – 7:50 AM(PST)

A Message from Elizabeth Rutledge, CMO American Express

10:45 AM – 10:50 AM (EST)
Elizabeth Rutledge, CMO American Express delivers a brief message on 21st century marketing in the New Mainstream Economy
7:50 AM – 8:35 AM(PST)

Best in Class Marketing in the New Mainstream Economy

10:50 AM – 11:35 AM (EST)

Today’s leading CMOs recognize that the New Mainstream Economy has changed the rules of successful marketing in the 21st century. While some brands still think of their customers like they did prior to 2000, these world-class marketers will address how they think about customers, how they match what their customers want to what their brands can offer, how they identify new mainstream trends, and how they look to the future by making sure their brand is relevant to the upcoming U.S. Latino generation.

Rick Gomez, EVP, Chief Marketing, Digital and Strategy Officer, Target
Fernando Machado, Global Chief Marketing Officer, Burger King
Diego Scotti, CMO, Verizon
Sofia Hernandez, Head of U.S. Business Marketing, TikTok
Moderator: Suzanne Vranica, Advertising Editor, The Wall Street Journal

8:40 AM – 9:20 AM (PST)

Does Wall Street Reflect What’s Happening on Main Street ... and the Economy?

11:40 AM – 12:20 AM (EST)

American business leaders and economists will discuss the disconnect between stock market health and the health of the overall economy, as demonstrated during the pandemic. These experts and thought-leaders will examine the data, both historic and current, that shows stock market growth does not reflect consumer growth, which is the backbone of the American economy. This session will attempt to identify what success on Main Street America looks like in a New Mainstream Economy that has Restarted and is on the Rebound.

Jim Cramer, Host of Mad Money, CNBC
Richard DeKaser, EVP and Chief Corporate Economist, Wells Fargo & Company
Matt Murray, Editor-in-Chief, The Wall Street Journal
Dan Simkowitz, Head of Investment Management, Morgan Stanley
Moderator: Sol Trujillo, Co-Founder, L’ATTITUDE

9:30 AM – 10:15 AM (PST)

New Mainstream Money Managers Generating Top Returns...But Where is the Capital?

12:30 PM – 1:15 PM (EST)

U.S. Latino billion plus money managers explain how to invest in the future of the New Mainstream Economy and how they provide Alpha for their pension fund clients. This session will highlight some of the most successful Latino institutional firms managing $5 billion to $25 billion in assets, and how they are outperforming their peer groups. They will share how they have built their businesses, how they have over-performed, and how much more they could be doing. They will also discuss how they are reaching back to their communities and investing in companies, talent, and philanthropic work around the country.

Leon Brujis, Partner, Palladium Equity Partners
Gilbert Garcia, Managing Partner, Garcia, Hamilton and Associates, L.P.
Ivelisse Rodriguez-Simon, Managing Partner, Avante Capital Partners
Juan Sabater, President, Valor Equity Partners
Moderator:  Martin Cabrera, Jr. CEO, Cabrera Capital

10:25 AM – 11:05 AM (PST)

The Evolving U.S. Consumer Wallet and Why Latino Growth Matters: Perspectives from Morgan Stanley Research Analysts

1:25 PM – 2:05 PM (EST)

Given the fact U.S. Latinos are now driving net sales growth in virtually all sectors of the economy, these analysts will provide their perspectives and insights regarding how they weight the customer profile. This session will reveal analysts understanding of the role U.S. Latinos have played and will play in U.S. economic growth for decades to come.

Dara Mohsenian, Managing Director and U.S. Beverages & Household Products Equity Research Analyst, Morgan Stanley
Brian Nowak, Managing Director and U.S. Internet Equity Research Analyst, Morgan Stanley
Lisa Shalett, Managing Director and Chief Investment Officer of Wealth Management, Morgan Stanley
Moderator: Tom Nides, Managing Director and Vice Chairman, Morgan Stanley

Afternoon Sessions

1:00 PM – 1:40 PM (PST)

Latina Women and Wealth Roundtable

4:00 PM – 4:40 PM (EST)

Women control a third of U.S. household financial assets, that is more than $10 trillion. By 2030, women are expected to control much of the $30 trillion in financial assets that baby boomers will possess. Join us as we hear from some of the most senior female financial executives and entrepreneurs as they discuss the opportunities and challenges women face in the New Mainstream Economy. Regardless of whether you are married, divorced or widowed; have a family and/or career; own your business, create your wealth or inherit assets, this session will dive into an array of topics focused on driving and understanding wealth in the 21st century and how Latinas are playing a leading role in creating wealth.

Beatriz Acevedo, CEO & Co-Founder, SUMA Wealth
Seema R. Hingorani, Managing Director, Morgan Stanley Investment Management; Founder and Chair, Girls Who Invest
Maria Elena Lagomasino, CEO and Managing Partner, WE Family Offices
Moderator: Ileana M. Musa, Managing Director, Co-Head International Wealth Management,Morgan Stanley

1:50 PM – 2:30 PM (PST)

ALPFA Presents The 50 Most Powerful Latinas List

4:50 PM – 5:30 PM (EST)
Join us as we examine why and how these 50 Most Powerful Latinas (MPLs) are uniquely qualified to lead us through 2020 and into a new season of Restart and Rebound. While many will recognize some names on the list, we're certain there are others unfamiliar to you - until now. They are fierce and compassionate. They are business savvy and passionate about their community. They are authentically Latina and undeniably powerful.

Evening Session

5:30 PM – 6:15 PM (PST)

A Behind the Scenes Conversation with Emilio Estefan and Pitbull

8:30 PM – 9:15 PM (EST)

Acclaimed journalist, Maria Elena Salinas does a behind the scenes interview with music superstars Pitbull and Emilio Estefan. The two Latino icons discuss their respective journeys to the top of the music and business worlds, including their most memorable achievements and biggest regrets, the other artists they mentored, worked with and were inspired by, and what the future holds for both of them.

Pitbull, Grammy Award Winning Rapper, Singer, Songwriter, Record Producer, Entrepreneur
Emilio Estefan, Chairman, Estefan Enterprises, 19X Grammy Award Winning Producer
Moderator: Maria Elena Salinas, Emmy Award Winning Broadcast Journalist, CBS News


Morning Sessions

8:00 AM – 8:40 AM (PST)

New Mainstream Rapid-Fire Insights

11:00 AM – 11:40 AM (EST)

This is a first-ever, celebrity-led presentation of rapid-fire insights about U.S. Latinos demonstrating that if the U.S. Latino community was subtracted from American life, economic growth in our country would be non-existent. The youth, educational attainment, work force participation, entrepreneurship, and purchasing power of U.S. Latinos are driving growth in every sector. This data-driven session will feature a series of short presentations by a group of economists and organizational leaders about how significant U.S. Latinos have become to America’s economic well-being and how that influence will only grow in the coming years.

María Teresa Kumar, President and CEO, Voto Latino
Mark L. Madrid, CEO, LBAN
Sara Rodriguez, President, NAHREP
Fidel A. Vargas, President and CEO, Hispanic Scholarship Fund

8:50 AM – 9:05 AM (PST)

PepsiCo Spotlight: Marketing to Latino Consumers

11:50 AM – 12:05 PM (EST)

Antonio Escalona, SVP & GM, PepsiCo Beverages Hispanic Business Unit
Esperanza Teasdale, VP & GM, PepsiCo Beverages Hispanic Business Unit

9:25 AM - 10:00 AM (PST)

Joe Biden Joins L'ATTITUDE for An Exclusive Discussion

12:25 PM - 1:00 PM (EST)

Presidential Candidate Joe Biden comes to L’ATTITUDE for an exclusive address, simulcast on MSNBC and hub.lattitude.net, with MSNBC Anchor and NBC News Senior Business Correspondent Stephanie Ruhle.

Joe Biden, Presidential Candidate
Moderator: Stephanie Ruhle, Senior Business Correspondent, MSNBC
Gary Acosta, Co-Founder and CEO, NAHREP; Co-Founder, L’ATTITUDE
María Teresa Kumar, President and CEO, Voto Latino
Alicia Menendez, Anchor and Correspondent, MSNBC
Sol Trujillo, Co-Founder, L’ATTITUDE

10:00 AM – 10:20 AM (PST)

Latino GDP Report Discussion

1:00 PM – 1:20 PM (EST)

Stephanie Ruhle, Senior Business Correspondent, MSNBC
Sol Trujillo, Co-Founder, L’ATTITUDE

10:20 AM – 10:40 AM(PST)

Immigration Injustice at The Border

1:20 PM – 1:40 PM (EST)

A discussion with Jacob Soboroff, correspondent for NBC News and MSNBC and Lindsay Toczylowski, Executive Director at Immigrant Defenders Law Center, about the tragedy at the US/Mexico border: a breakdown of immigration policy, family separation, and the necessity for immigration reform.

Jacob Soboroff, NBC News and MSNBC Correspondent and Author of New York Times Bestseller “Separated: Inside an American Tragedy.”
Lindsay Toczylowski, Co-Founder and Executive Director, Immigrant Defenders Law Center
Moderator: Elsa Collins, Co-Founder, This is About Humanity

10:40 AM – 11:00 AM(PST)

The Power of the Latino Vote

1:40 PM – 2:00 PM (EST)
As the second largest voting Cohort in the United States, U.S. Latinos have the power to influence the 2020 election. No matter what party affiliation, it's time that U.S. Latinos mobilize and assert their strength, power and influence with their vote. Join Maria Teresa Kumar, President and CEO, Voto Latino and Wilmer Valderama, Actor, Activist, Voto Latino Board member, as they sit down for a discussion, moderated by E! Entertainment's Lilliana Vazquez, about the power of the U.S. Latino Cohort in the 2020 Election. You’ll be inspired and motivated by powerful facts and figures, while also learning that both celebrities and major brands alike recognize the power of the U.S. Latino vote. It’s time to activate and get U.S. Latinos registered and out to the polls. After all, for the next three decades 1 million Latinos will turn 18. 32 Million eligible voters today, 35 million tomorrow. Let’s vote for our future!

María Teresa Kumar, President and CEO, Voto Latino
Wilmer Valderrama, Actor/Activist
Moderator: Lilliana Vazquez, Host + Producer, E! Entertainment and Founder of The LV Guide

Afternoon Sessions

2:00 PM – 2:30 PM (PST)

A Conversation About New Mainstream News

5:00 PM – 5:30 (EST)

Carl Quintanilla sits down for a conversation with two of the leading news media executives in the U.S.: Almar Latour and Cesar Conde. This session promises to be a fascinating examination of new priorities, how coverage of the news is prioritized, and how this affects the coverage of news specific to the New Mainstream Economy and its economic realities that often are not consistent with Wall Street news.

Cesar Conde, Chairman, NBCUniversal News Group
Almar Latour, CEO, Dow Jones and Publisher, The Wall Street Journal
Moderator: Carl Quintanilla, Anchor, Squawk on the Street, CNBC

2:40 PM – 3:00 PM(PST)

LDC Media and Entertainment Annual Report

5:40 PM – 6:00 (EST)

The Latino Donor Collaborative presents its latest findings on the progress our leading entertainment and media companies are making in identifying, hiring and featuring U.S. Latinos and leveraging the revenue potential of the New Mainstream Economy.

Ana Valdez, Executive Preseidnt, Latino Donor Collaborative

3:10 PM – 3:40 PM (PST)

A Conversation with World Champion Canelo Alvarez and Emilio Estefan

6:10 PM – 6:40 PM (EST)

Raised in Guadalajara, Mexico, today, Saul “Canelo” Álvarez is a four-division world boxing champion and widely recognized as the best in the game. A ferocious fighter, Canelo is also a consummate businessman and recently signed the richest sports contract in history worth an astounding 365 million dollars.

Legendary music producer Emilio Estefan is winner of 19 Grammy Awards. Successful in a multitude of businesses, in 2015, President Obama awarded Estefan and his wife Gloria the nation's highest civilian honor, the Presidential Medal of Freedom.

Moderator, Mónica Gil is Executive Vice President, NBCUniversal Telemundo Enterprises and is also nationally recognized for her expertise on the U.S. Hispanic market

Join these three extraordinarily successful business-people as they discuss struggling, overcoming obstacles, and winning strategies for entrepreneurs.

Emilio Estefan, Chairman Estefan Enterprises, 19X Grammy Award Winning Producer
Canelo Álvarez, Four Division World Champion Boxer
Moderator: Mónica Gil, Executive Vice President, Chief Administrative and Marketing Officer , NBCUniversal Telemundo Enterprises

3:50 PM – 4:00 PM (PST)


6:50 PM – 7:00 PM (EST)
She has L’ATTITUDE! Jessica Alba makes a special appearance at L’ATTITUDE 2020. Hear from Jessica as she discusses how she’s a driver of The New Mainstream Economy as the Founder of The Honest Company, a successful actress, a New York Times best-selling author, a philanthropist and mother. She does it all. And, she does it with pride in representing the Latinx community! Don’t miss it.
4:10 PM – 4:20 PM(PST)

American Express Business Class Live: Big Reveal

7:10 PM – 7:20 PM (EST)

Tune in for this can’t miss LIVE announcement of the winner of the Small Business Pitch Competition. You won’t want to miss the big reveal as one of three finalists finds out which of them will go home with the $10,000 prize for their business. Your votes chose the winner, check out the results in this first of its kind program at L’ATTITUDE.

Janet Cruz Padrón, Latina Money
Silvia Lucci, LUHV Food
Akeem Shannon, Flipstik
Sol Trujillo, Co-Founder, L’ATTITUDE
Gary Acosta, Co-Founder & CEO, NAHREP; Co-Founder, L’ATTITUDE

Evening Session

5:00 PM – 5:45 PM (PST)

Fireside Chat with Sony Pictures CEO: A Benchmark Leader and Company

8:00 PM – 8:45 PM (EST)

This session is an important follow-up to Mr. Vinciquerra’s 2019 appearance at L’ATTITUDE, where he and Sol Trujillo discussed the importance of U.S. Latinos in the entertainment sector, and what could be done to take advantage of the growth opportunity by featuring U.S. Latinos in leading roles both in front of and behind the camera….in addition to senior management.
Mr. Vinciquerra returns with an exciting update on what has transpired in Sony in the past year. The conversation will reveal how Sony has taken a leadership role in the industry in featuring U.S. Latinos as an important part of their portfolio of actors, actresses, directors, producers, writers, and all key positions in the production infrastructure. This session will shine a light on how Sony Pictures Entertainment has emerged as the leader in understanding how the New Mainstream Economy relates to the industry’s own economic recovery and rebound. Cameo appearances from Camila Cabello and a special guest.

Camila Cabello, Singer, Songwriter
Tony Vinciquerra, Chairman and CEO, Sony Pictures Entertainment
Moderator: Sol Trujillo, Co-Founder, L’ATTITUDE

5:50 PM – 6:20 PM(PST)

Latinas with L’ATTITUDE — Creating Hollywood Leads

8:50 PM – 9:20 PM (EST)

When Latinas have L’ATTITUDE, they make a lasting impact. Christina Davis, President of Original Programming at Starz, has exactly that done for the Latino community, both in her current role executive role at Starz and in her former role as The Head of Drama at CBS. Christina has worked to create authentic leading Latino roles both on- and off-screen, such as her work with the acclaimed series Hightown. Join Christina Davis and Monica Raymund, actress in Starz’s Hightown, as they sit down for a conversation moderated by E! News Correspondent Lilliana Vazquez, about the importance of New Mainstream representation in Hollywood.

Christina Davis, President, Original Programming for Starz
Monica Raymund, Actress, STARZ’s Hightown
Moderator: Lilliana Vazquez, Host + Producer, E! Entertainment and Founder of The LV Guide


Morning Sessions

9:00 AM – 10:00 AM (PST)

Red Table Talk – The Estefan’s

12:00 PM – 1:00 PM (EST)

Be the first to join Gloria Estefan, Lili Estefan, and Emily Estefan as they introduce and discuss their soon-to-launch talk show, Red Table Talk: The Estefans. You’ll be among the first to get a peek into the Facebook Watch series launching in October, where you will get to know these three generations of Estefan women, who have come together for a series of candid conversations with family, celebrity friends and more. No topic is off-limits as the women bring their own opinions and life experiences to the iconic table and to their communities. Moderated by Toby Faulkner, Head of Unscripted, Facebook Watch Originals.

Gloria Estefan, 7X Grammy Award Winner
Lili Estefan, Emmy Award Winner
Emily Estefan, Rising Singer / Songwriter
Moderator: Toby Faulkner, Head of Unscripted, Facebook Watch Originals

10:10 AM – 10:50AM (PST)

Latinos Leading the Way in Professional Sports

1:10 PM – 1:50 PM (EST)

The session opens up with a special message from Major League Baseball Commissioner Rob Manfred and Colorado Rockies Owner, Linda Alvarado. The data is clear: Latinos are driving audience and revenue growth in professional sports. America’s most passionate and youthful demographic are redefining the way sports are being marketed today, and the desire to reach the burgeoning Latino market is starting to change the face of the front offices of several sports franchises. This panel of Latino trailblazers in sports ownership and management will participate in a robust conversation with top league officials about how digitalization and demographics are changing how professional sports are consumed and why the leagues themselves benefit when their front office personnel reflect the largest source of audience growth.

Rob Manfred, Commissioner, Major League Baseball
Linda G. Alvarado, Owner, Colorado Rockies
Xavier Gutierrez, President, CEO and Alternate Governor, Arizona Coyotes
Moderator: Eric Chemi, Reporter, CNBC

11:00 AM – 11:40 PM (PST)

How a Latino Medical Group is Changing Healthcare

2:00 PM – 2:40 PM (EST)

In its present form, if the US Healthcare system were a patient, it would be in critical condition. And the prognosis gets even worse, because if we don’t introduce some type of dramatic intervention relatively soon, we may have to call a priest to read this patient its last rites.

The question is this: Is there still time to turn things around and essentially salvage our nation’s healthcare system? The answer is yes. There is an effective treatment, but the remedy requires that we align clinical and financial outcomes, starting with underserved communities where the need is highest. Learn how a Latino-led medical group has proven to decrease mortality while controlling costs by fundamentally improving the U.S. healthcare system.

Dr. Marlow B. Hernandez Cano, MD, CEO, Cano Health
Dr. Richard Aguilar, Chief Clinical Officer, Cano Health
Moderator: Rick Sanchez, Journalist

11:45 AM – 12:30 PM(PST)

The NFL Welcomes A New Century of Fans

2:45 PM – 3:30 PM (EST)
In a dynamic, live session, the new face of NFL Network and proud Afro-Latina, MJ Acosta-Ruiz, sits down with NFL Chief Marketing Officer, Tim Ellis, and L’ATTITUDE Co-Founder Gary Acosta for an intimate dialogue on how the face of NFL fandom is evolving. Hear strategies on the global success of Super Bowl LIV, expanding marketing beyond the X’s and O’s to include fashion, music and art, and the game’s overall resonance among U.S. Latinos, those leading the New Mainstream Economy over the league’s next 100 years of football. Gain an inside look at the innovative approaches the league is taking in collaboration with broadcast partners like NBC Telemundo and ESPN.

MJ Acosta-Ruiz, Host, NFL Total Access
Tim Ellis, EVP and CMO, National Football League
Javier Farfan, Culture Marketing Strategist, National Football League
Moderator: Gary Acosta, Co-Founder

Afternoon Sessions

1:00 PM – 1:40 PM(PST)

Latino Domination of Popular Music

4:00 PM – 4:40 PM (EST)

A panel of music executives and superstars will dive into the phenomenal rise of Latino superstars in popular music and why that trend will only accelerate. Their music is everywhere, from the radio to sold-out concerts, to television commercials. Where this explosion of Latino music came from is interesting in itself, but where it is going from here is even more fascinating, as it is being monetized into an important ingredient in the New Mainstream Economy.

Emilio Estefan, Chairman Estefan Enterprises, 19X Grammy Award Winning Producer
Evan Lamberg, President, North America, Universal Music Publishing
Alexandra Lioutikoff, President, Latin America and U.S. Latin, Universal Music Publishing
Jorge Mejia, President & CEO Sony/ATV Music Publishing Latin America & U.S. Latin
Afo Verde, Chairman/CEO, Sony Music Latin
Moderator: Leila Cobo, VP/Latin Industry Lead, Billboard/MRC

1:50 PM – 3:30 PM (PST)

Second Annual Match-Up: Matching Latino Entrepreneurs to Capital

4:50 PM – 6:30 PM (EST)

This session opens with a special presentation from Microsoft CMO, Chris Capossela on Transforming Marketing. The session follows with a short update from two L’ATTITUDE alumni. It culminates in an exciting and emotional competition where U.S. Latino founders pitch their emerging innovations and compete for the capital funds necessary to accelerate the growth of their businesses. This is the only event of its kind focused on U.S. Latino entrepreneurs. At last year’s Match-Up, a panel of leading investors matched seven early-stage U.S. Latino entrepreneurs with nearly $2.9 million of investment capital.

Chris Capossela, CMO, Microsoft

Marlow B. Hernandez Cano, CEO, Cano Health
Leo Pareja
, President and Co-Founder, Remine

Match-Up Contestants
  1. Bexi – Cuco Vega, Rafael Gomez, Jenn Kelly
  2. Encantos - Steven Wolfe Pereira 
  3. Extrasense Technologies - Oliver Sanchez
  4. Health Hero - Anthony Diaz 
  5. Minerva Robotics - JR Rosillo 
  6. Reel - Daniela Corrente 
  7. Sabio - Liliana Monge

Match-Up Judges
Patty Arvielo, President and Co-Founder, New American Funding
Beto Pallares, Fund Manager and Family Office Advisor, Professor at NMSU
Kennie Blanco, Representing L’ATTITUDE Ventures
Matt Schweickert, Chief Strategy Officer, The Home Depot
Host: Rick Sanchez, Journalist

3:10 PM – 3:40 PM (PST)

Nickelodeon: A Spotlight On Multicultural Children’s Programming

6:10 PM – 6:40 PM (EST)

Welcoming the creators and voice cast of the Daytime Emmy Award winning animated series The Casagrandes, which debuts season two this fall, and Nickelodeon’s upcoming bilingual preschool series Santiago and the Seas. Panelists will discuss bringing multiculturalism to the forefront in children’s programming, the ideation behind the series, and the importance of authentic representation.

Dana Cluverius, SVP, Current Series, Animation, Nickelodeon
Izabella Alvarez, Actor, Voice of Ronnie Anne, The Casagrandes
Niki Lopez, Creator and Co-Executive Producer, Santiago of the Seas
Miguel Puga, Creative Producer, Nickelodeon Animation
Monica Davila, Director, Atomic Cartoons, Santiago of the Seas
Moderator: Paulina Lopez, The Super Mamás Podcast
Moderator: Bricia Lopez, The Super Mamás Podcast

Closing Session

5:00 PM – 6:00 PM (PST)

Live Closing L’ATTITUDE 2020 Honoring Eva Longoria Baston and Chef José Andrés

8:00 PM – 9:00 PM (EST)

Each year the closing of L’ATTITUDE includes the presentation of the L’ATTITUDE LEADERSHIP AWARD. This award is presented to individuals who, in their life and work, have achieved exemplary personal success, which they have then leveraged by using their resources and influence to improve the lives of others. This award recognizes those who demonstrate the relentless U.S. Latino work ethic, and success, as well as the community-minded U.S. Latino humanitarian spirit.

Two recipients will receive the L’ATTITUDE 2020 LEADERSHIP AWARD. This year’s recipients are actor, producer, activist, and businesswoman Eva Longoria, and chef, entrepreneur, humanitarian, and philanthropist José Andrés.

José Andrés, Chef, Entrepreneur, Humanitarian and Philanthropist
Eva Longoria, Actor, Producer, Activist and Businesswoman
Sol Trujillo, Co-Founder, L’ATTITUDE
Emilio Estefan, Chairman Estefan Enterprises, 19X Grammy Award Winning Producer
Gary Acosta, Co-Founder & CEO, NAHREP; Co-Founder, L’ATTITUDE