Agile Events to Produce Home Show for Hispanic Market

RENEE DIIULIO, SENIOR EDITOR
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Silver Spring, MD — Agile Events’ CEO Jim Forlenza has announced the premiere of Expo Tu Casa (Expo Your House), a home exposition targeted to the U.S. Hispanic consumer market. Three editions are scheduled this Fall:  in Houston, Chicago and Los Angeles; three others, Dallas, Phoenix and Las Vegas, will be added in 2006.

The shows are a natural first for Agile Events. The company was recently formed by Forlenza and partner Bill Herman to offer organizer, management and consulting services for exhibitions, with a specific emphasis on corporate and niche events. Their interest in untapped niche markets combined with experience in organizing Latin American events led them to investigate the Hispanic market, says Forlenza.

This segment represents a large niche. According to Agile research, the U.S. Hispanic population makes up more than 14.1% of the nation’s populace. Of these, 78% speak Spanish at home and 67% are more comfortable doing business in their native tongue.

Participants in Expo Tu Casa will be encouraged to produce primary messaging and outreach in Spanish. Show events will include demonstrations and how-to sessions in Spanish. As the official media sponsor for the series, Telemundo will provide expanded coverage.

“We feel that by marketing to the consumer directly in Spanish, we will be able to more effectively communicate the sponsors’ message within a competitive marketplace,” says Forlenza.

However, successful marketing to this segment is more than just translating current messages into Spanish, adds Forlenza. Agile, therefore, offers help to its exhibitors to develop their strategies, whether their goals are sales, recruitment, awareness or some other metric.

The 2005 events will be held September 9–11 in Houston’s Reliant Center, October 14–16 at the Donald E. Stephens Convention Center in Rosemont  and November 4–6 at the Los Angeles Convention Center.

Reach Jim Forlenza, CEO, Agile Events, at forlenza@agileevents.com or call (301) 603-1900.