ATTITUDE, a national Latin business conference, returns to San Diego at the Manchester Grand Hyatt hotel for its fourth annual event from September 29 to October 2. This year’s event is set to be the biggest in its history.

Latino and Latino entrepreneurs, business leaders and investors will have the opportunity to network and organize workshops with some of the country’s top CEOs, celebrities, politicians and hundreds of other influential Latinos.

ATTITUDE is the largest event in the United States that focuses on the new mainstream economy driven by the Latino community, according to organizers; in their Report 2020 they said they had 6,700 registered. This year there will be over 30 sessions during the four-day event, some in partnership with media outlets such as The Wall Street Journal, Dow Jones MarketWatch, MSNBC and CNBC.

Other attendees included executives and CEOs from Nike, The Walt Disney Company, Sony Pictures Entertainment, Paypal, Bank of America, AT&T and Home Depot. Global CEOs will discuss how the new mainstream, Latino-led economy is driving sustainable economic growth.

As in previous years, entrepreneurs will have the opportunity to present and compete in programs such as Match, one of L’ATTITUDE’s flagship programs, where Latino start-ups are paired with unprecedented visibility, institutional capital and strategic partners.

This event highlights the contributions of Latinos in media, politics, science, business, technology and many other careers.

Gary Acosta, co-founder and CEO of The National Association of Hispanic Real Estate Professionals (NAHREP) and co-founder of L’ATTITUDE, says this event aims to educate the business community about what the Latino community represents in this country.

“Latinos are no longer a niche part of the market,” Acosta told the Union-Tribune in San Diego. “We are driving economic growth in all kinds of different directions, and we have the highest participation in the labor market. “

Acosta adds that ATTITUDE is a great opportunity to create a market where Latino entrepreneurs, business professionals and the media can network and learn from each other.

“ATTITUDE creates a platform where powerful connections can take place from a business media and entertainment perspective,” said Acosta. “So this is a fabulous, fabulous event and experience for anyone who wants to attend.”

This event is described as a “next generation event” because it will not be a typical exhibition where people hand out flyers, but rather an experiential and hands-on event.

“We have told all of these companies to do the best they can and show what you are doing, not only for the Latin American community, but also for the way you are transforming business in powerful ways,” Acosta said.

The first ATTITUDE event took place in the fall of 2018 in San Diego. It was chosen for their venue again this year because the location not only represents first-hand Latin culture in Southern California, but it is also between Los Angeles and the Mexican border, making it convenient for the participants.

According to media and participants in 2018, this event was a positive step towards the achievements of the Latin community in the United States. Since then, co-founder Sol Trujillo and Acosta have expanded the event to continue to support and showcase the achievements of Latinos.

Orlando Camargo, director of communications for NAHREP, said this event is the biggest gathering of some of America’s most influential Latinos, and it’s an opportunity for everyone to see the success of the Latino community and d ‘learn how they contribute to today’s businesses. .

“ATTITUDE is about empowering Latinos,” Camargo said. “This shows light on the successful contributions of Latinos in America.”

Camargo says events like these are essential because they shine a light on successful Latinos in America, whether in business, politics, economics or civic life.

“The simple fact that there are so many successful bankers, lawyers, politicians and businessmen who are Latinos, that for other Latinos who aspire to success is very important,” Camargo said. . “All of this will be visible at L’ATTITUDE.

After going virtual last year due to COVID-19, the event is expected to see a high turnout. Therefore, ATTITUDE will be implementing different procedures this year to ensure the safety of participants. Despite the COVID-19 vaccination status, everyone present will be tested at the site, social distancing will be enforced, and face masks will be required throughout the conference.

To view the agenda, list of speakers or register for the annual event, visit Lattitude.net, where registration starts at $ 600 before September 28 and $ 800 for on-site registration. For those unable to attend, L’ATTITUDE will have the opportunity to register for an on-demand experience of the exhibition a few days after the event closes in person.

Lopez is a freelance writer.