L'ATTITUDE NETWORK NEWS

AUGUST, 2021

L’ATTITUDE is the largest national event in our country focused on the New Mainstream Economy. Now in its fourth year, this annual event has become one of the most important platforms for catalyzing the continued dramatic economic growth of the U.S. Latino cohort.

This event is a “who’s who” of Latino and non-Latino business leaders, entrepreneurs, investors and influencers, scheduled September 29 – October 2, at the beautiful seaside Grand Hyatt in San Diego, California. It has been described as the “not-to-miss” business experience of 2021 and is regarded as the leading resource for learning what business owners and business professionals need to know to navigate America’s New Mainstream Economy and enhance their own personal financial potential.

This is the event in our country where the focus is on U.S. Latinos and Latinas, and where the entire U.S. Latino cohort is celebrated for their leadership in the New Mainstream Economy.

This national event will showcase the contributions of U.S. Latinos in business, media, politics, science, and technology; and will recognize the leaders who are already focused on leveraging, and growing with, the U.S. Latino cohort.

L’ATTITUDE is a unique platform in our country where deals get done; investments are made; reports are introduced;  networking happens; LATINXT companies, initiatives, and strategies are featured; and U.S. Latina and Latino NXT-gen leaders are introduced. It is also where world-class U.S. Latino entertainers are featured, and where you can uniquely experience emerging U.S. Latino talent.

This special edition of Network News includes some of the highlights of what you will experience during the four days of L’ATTITUDE 2021. Registrations are limited, and with the popularity of L’ATTITUDE already proven by over one-thousand early registrations, anyone interested in being among the fortunate attendees is encouraged to register soon.

Complete details and online registration are available at
www.lattitude.net/2021-event-registration/

World-class Leaders to be part of L’ATTITUDE 2021

The global CEOs of some of the world’s most respected and loved brands will take the stage of L’ATTITUDE to discuss how the New Mainstream Economy, led by the U.S. Latino Cohort, is driving sustainable economic growth. National media, A-List celebrities, entrepreneurs, and elected officials will also contribute to the dialog at this year’s event.

In addition to an unmatched participant list, L’ATTITUDE is also unique in that it offers the opportunity to engage with these participants and make their own voice heard.  Only at L’ATTITUDE can you participate in live Q&A with our participants, interactive polls and instant surveys regarding New Mainstream Economy issues and engage in small group discussions with leading experts and peers.

Among the confirmed CEOs who will be at L’ATTITUDE in person to focus on the facts and data about the economic impact of the U.S. Latino cohort, and the growth opportunity this cohort presents for our country are:

• Bob Chapek, CEO, The Walt Disney Company
• John Donahoe CEO, Nike
• Rashida Jones, CEO, MSNBC
• Almar Latour, CEO Dow Jones and Company
• Craig Menear, CEO, Home Depot
• Brian Moynihan, CEO, Bank of America
• Chuck Robbins, CEO, Cisco
• Dan Schulman, CEO, PayPal
• John Stankey, CEO, AT&T
• Tony Vinciquerra, CEO, Sony

Given the experience and expertise of the 2021 L’ATTITUDE participants, this event has been described as a mini-MBA where every attendee can learn what they need to know to grow their businesses and careers in the 21st century.

The L’ATTITUDE showcase draws major national media attention

Because many of America’s most powerful CEOs, most followed influencers, world-class celebrities, and favorite entertainers converge annually at L’ATTITUDE, national media, of course, follows closely what happens in San Diego during the four days of this national event.

In addition, here is where the contributions of U.S. Latinos in business, media, politics, science, and technology are showcased; and where recognition is given to leaders who are focused on leveraging, and growing with, the burgeoning U.S. Latino cohort.

Unlike many other events, L’ATTITUDE is about more than delivering vitally important facts and data about the New Mainstream Economy and about U.S. Latinos who are driving economic growth in our country, but it is also about facilitating new business strategies, driving action plans, stimulating investments, fostering partnerships, and building economic momentum to the benefit of all Americans.

That is why the Wall Street Journal, Barron’s, MarketWatch, CNBC, MSNBC, Telemundo, and other major media from across the country and the globe will be at L’ATTITUDE to report the latest news about the U.S. Latino cohort and the New Mainstream Economy.

Changing the flow of capital can change America’s economic disparity

It doesn’t take a crystal ball to see how the demographics of our country are changing. Simply look into the U.S. Latino cohort and you see the future of America. The challenge is how to catalyze the growth of this cohort to fully leverage its potential to make life better for every American. Making sure capital is flowing to where the growth will be critical to making wealth creation possible for everyone, not just a select few.

With Capital being the key word on Friday, October 1, L’ATTITUDE will explore how capitalism is working in America. Moderator Sol Trujillo hosts a critical conversation for our country with a uniquely qualified panel of financial experts.

Later on Friday the deployment of capital to growing U.S. Latino-led companies actually happens in the 2021 L’ATTITUDE Match-up competition. This one-of-a-kind national competition matches US Latina/o entrepreneurs with institutional investors, awarding investments of up to $1,500,000, to selected companies, connects participating companies to capital sources, and creates national awareness for them.

Match-Up has targeted the deployment of $12,500,000 across as many as 25 elite early-stage US Latino-led companies. This high-stakes and fast-paced competition brings out the best of each entrepreneur, attracts long-term investors committed to Latina/o entrepreneurs, and offers long-lasting visibility across the L’ATTITUDE ecosystem.

2021 National reports vital to America’s economy to be released at L’ATTITUDE

The Latino Donor Collaborative (LDC), a research-based data resource organization regarding U.S. Latinos in the New Mainstream Economy, will release four major reports during L’ATTITUDE 2021. Each contains information critical to understanding how to catalyze the growth of our economy, based on the latest data and research findings compiled by LDC. National news media will be present to communicate the release of these reports to the nation. The L’ATTITUDE 2021 agenda includes the release of the following LDC reports:

2021 LDC U.S. Latino GDP Report will provide data regarding if the U.S. Latino GDP which is still the fastest growing of the top ten largest economies in the world. Additionally, the U.S. Latino real consumption is also growing dramatically faster than that of other Americans. Find out how much more the Latino GDP has grown from the previous $2.6 trillion, and where those ranks compared to the GDP of countries across the world. Last year, U.S. Latino GDP ranked as the 8th largest economy in the world if it were a country (sponsored by Wells Fargo for the third time in a row).

2021 LDC Media Report will reveal if progress has been made in increasing U.S. Latino presence in front of as well as behind the camera. Cable has been the platform with the most dramatic invisibility of Latinos. Has that changed, or is America’s second largest audience (26% of the U.S. audience is Latino) is still being ignored, while raising the question, “Are Hollywood leaders leaving money on the table?” Attendees will get the inside story on how Latino talent, Latino stories, and Latino storytellers grow Latino audiences, and also crossover and create general market growth in the New Mainstream Economy.

Third LDC Perception of Latinos in America Report identifies discrepancies between the mythology and the reality of U.S Latinos in 2021, that result in bad decision-making, lost opportunities, and money being left on the table for all Americans. This report provides a national platform for calling attention to the latest facts and data about the Latino brand and false stereotypes, but also for stimulating action-oriented discussion about how to catalyze the full economic potential of the U.S. Latino community in the New Mainstream Economy (partly sponsored by the Latino Corporate Directors Association).

HITEC and LDC 2021 LATINOS IN TECHNOLOGY (Series): From Consumers to Makers: New Mainstream Latinos Building a tech-empowered Future of America will reveal facts and data regarding how New Mainstream Latinos are leading the way in the usage of new technology and are helping build new advanced technologies, this report will shed new light on U.S. Latinos in technology — from the classroom to the board room.

No other competition in the U.S. matches L’ATTITUDE Match-Up

L’ATTITUDE 2021 will once again feature Match-Up, the only entrepreneur competition of its kind in the country where U.S. Latino owned and led companies will by vying for their share of the largest investment pool since the Match-Up inception in 2018. This year, as many as 24 companies could be selected for investment funding of at least $500,000 each.

There is no other competition resource for an investment opportunity of this size available to U.S. Latino entrepreneurs in the country. This major investment pool is being made possible by L’ATTITUDE Ventures, a purpose-led venture fund that invests in early-stage U.S. Latino led and owned businesses with large and high-growth opportunities that can be captured through technology.

In an exciting Match-Up format, the companies competing for investment will work to convince a panel of elite investment experts they each have the growth potential that makes their company a compelling investment opportunity. Match-Up is for early-stage US-based companies with significant US Latino leadership and ownership that leverage technology and are actively raising at least $250,000.

Research has shown that external financing is really key to growth. Providing access and connections to capital for Latino and Latina entrepreneurs is critical to the economy because they comprise the most prolific entrepreneurial segment of our society and facilitating their growth and expansion will return over a trillion dollars to our economy, based on studies regarding the impact of limited capital in this most under-capitalized cohort in America.

L’ATTITUDE Match-Up is changing that paradigm. In addition to providing capital through Match-Up, L’ATTITUDE is also focused on increasing connections to capital sources for Latino-owned businesses.

To do so, in addition to Match-Up, L’ATTITUDE 2021 will also include discussions and ideation across the capital ecosystem involving banks, investment firms, credit sources, private investors, and others. L’ATTITUDE is the only national gathering of top-tier financial executives and firms considering the growth of the New Mainstream Economy in our country and the leadership role U.S. Latino entrepreneurs are poised to play, if they are capitalized on an equal footing with traditionally resourced businesses.

America’s 50 most powerful Latinas will be introduced at L’ATTITUDE

In collaboration with ALPFA, L’ATTITUDE 2021 will showcase this year’s Most Powerful Latinas who are leading the way for Latinas in the New Mainstream Economy. These are women whose positions and responsibilities are influencing the lives of all American citizens in very significant ways, both publicly and sometimes behind the scenes.

ALPFA (Association of Latino Professionals for America) was the first national Latino professional association in the United States, established in Los Angeles in 1972. Its mission is to empower and develop Latino men and women as leaders of character for the nation, in every sector of the global economy. Today, ALPFA has over 95,000 professional and student members across the country.

In addition to networking and professional leadership development opportunities, ALPFA members have access to 50,000 paid summer internships through hundreds of Fortunes 1000 corporate partners. ALPFA aspires to be the business partner of choice for companies seeking to hire and develop Latino talent.

This will be the fifth year ALPFA has celebrated our country’s most powerful Latinas, who will be introduced this year on the national stage of L’ATTITUDE at a specially produced power luncheon called Latinas Who Have L’ATTITUDE. ALPFA and L’ATTITUDE are proud to highlight and honor fifty incredible women who are navigating their business divisions, companies, and industries in the New Mainstream Economy with a values mindset and a purpose focused on serving the community and the greater good.

LCDA will present its 2021 report card on which corporate boards are adding Latinos and Latinas

A report released in March by the Latino Corporate Directors Association (LCDA) showed that U.S. Latinos made up only 3% of all Fortune 1000 board members in 2020, despite the fact that U.S. Latinos account for about one-fifth of the country’s entire population.

LCDA will take center stage at L’ATTITUDE 2021 and use its national platform to provide America with a report card on which companies are adding Latinos to their boards, and which are not. The LCDA portion of the L’ATTITUDE agenda will provide key findings, trends, and insights into corporate America’s latest board diversity practices as they pertain to the U.S. Latino cohort.

LCDA is a community of US Latinos at the highest levels of corporate leadership that are committed to paying it forward. Its mission is to develop, support, and increase the number of US Latinos on corporate boards. LCDA seeks to accelerate Latino placements on corporate boards by serving as an advocate and a resource for board placement, positioning, and growing the pool of highly credentialed Latino executives, as well as producing original research, engaging media, and hosting exclusive programming.

L’ATTITUDE and Hispanic Scholarship Fund Introduce new L’ATTITUDE Scholars Program

Hispanic Scholarship Fund is critical to the New Mainstream Economy by helping give U.S. Latino students all the tools they need to apply to college, to do well in their course work, and to graduate. Its mission is to empower students and parents with the knowledge and resources to successfully complete a higher education, while providing support services and scholarships to as many exceptional students, HSF Scholars, and Alumni as possible.

In a new initiative in collaboration with L’ATTITUDE, fifty outstanding scholars from across the country will be given a full-ride scholarship to attend L’ATTITUDE 2021, where they will experience what has been called a mini-MBA through this national event. During the four days of L’ATTITUDE, each scholar will have full access to every session and will gain invaluable learning from world-class participants from four major sectors of our economy: Business & Finance … Media & Entertainment … Entrepreneurship & Leadership …Politics & Issues.

In addition, these scholars will have the opportunity to engage with individual CEOs of many of our country’s largest companies in private L’ATTITUDE Scholars meetings. The ability to talk with, learn from, and be exposed to other leaders, as well as to the business professionals and business owners attending L’ATTITUDE can be an extremely valuable bonus.

Last year HSF received over 85,000 scholarship applications. Out of 25,000 of these students who were qualified to receive scholarships, HSF was only able to award 5100, which translates to a $50 million gap. For many students, financial aid is the deciding factor on whether to enroll and pursue a college education.

L’ATTITUDE is proud to partner with HSF, the nation’s largest provider of college information and services for Latino families, helping with everything from college preparation and applications to financial aid and whatever else parents might need to help their children go to college, get a degree, and use their education to make a better world.

Oscar Munoz Joins L’ATTITUDE

SAN DIEGO – L’ATTITUDE, the largest business event in the country focused on the New Mainstream Economy, has announced the addition of American business executive and executive chairman of United Airlines, Oscar Munoz, as a partner in continuing to build the L’ATTITUDE platform.

Co-founders Sol Trujillo and Gary Acosta, together with their partner, Emilio Estefan, made the announcement as their team prepares for L’ATTITUDE 2021 to be held live in San Diego, California September 29 – October 2 this year.

“Oscar is a valuable addition to our L’ATTITUDE team,” said Trujillo. “I have known Oscar for many years and have watched his business acumen and passion help him realize great success throughout his career.”

Munoz served as chief executive officer of United Airlines from 2015 to 2020, before serving in his current role as executive chairman. When asked what attracted him to join with L’ATTITUDE, he explained, “This is so important for the whole country. I know how important it is for young executives, middle managers, even high-level executives to have exposure to top leaders in our country. That’s one of the things L’ATTITUDE offers and I’m really pleased I can be part of helping grow our workforce of the future, which largely resides in the Latino cohort, and help them understand how leaders think, what they prioritize, and how to get to the top.”

L’ATTITUDE brings together CEOs, celebrities, economists, educators, and journalists, together with business owners, business professionals, and entrepreneurs to focus on leveraging, and growing with, the U.S. Latino cohort. National media, A-List celebrities, and elected officials will also contribute to the dialog at this year’s event.

Gary Acosta welcomed Munoz as a partner saying, “Oscar has been an important part of our first three events as one of our featured CEOs, so he has demonstrated his commitment to U.S. Latinos. We’ve already seen how critical they are to our economy in the housing industry, accounting for 52% of new homeowners, for example. Oscar brings his valuable perspectives to how we continue to grow and leverage the full potential of this cohort.”

L’ATTITUDE is a unique business event where deals get done; investments are made; reports are introduced; networking happens; LATINXT companies, initiatives, and strategies are featured; and U.S. Latina and Latino NXT-gen leaders are introduced. It is also a showcase for star power entertainment.

Emilio Estefan, who joined L’ATTITUDE in 2019, said, “From an entertainment perspective, I certainly understand diverse audiences and music genres. It’s part of what makes this industry so exciting. That’s the same reason I’m so excited to have Oscar join us, as he adds his diverse business perspectives and experiences to our team, while sharing our focus, which is to make sure all leaders understand the importance of U.S. Latinos to the New Mainstream Economy.”

L’ATTITUDE 2021 is presented by Bank of America and is scheduled September 29 – October 2 at the seaside Grand Hyatt in San Diego. The event will also include a variety of entertainment, including a star-studded concert on Saturday night in the new multi-million-dollar Shell outdoor theater.

Munoz said, “I feel so fortunate to be part of helping anyone who wants to have an opportunity to learn from the best of the best, whether it’s in business, finance, media, entertainment, whatever. I’m really looking forward to meeting people at L’ATTITUDE, and personally engaging with the individuals who our country will be counting on for its future.”

Over 1,000 early registrations have already been processed, and registrations are limited, so anyone wanting to be part of L’ATTITUDE is encouraged to register soon at www.lattitude.net.

www.lattitude.net/2021-event-registration/