The 30th annual DATOS: The State of Arizona’s Hispanic Market united business, civic and community leaders for the Sept. 28 event hosted by the Arizona Hispanic Chamber of Commerce.
The 30th annual report at Symphony Hall provided a comprehensive overview of research on the economic and market impact of the Hispanic community in Arizona. Prominent speakers included Gov. Katie Hobbs and former Los Angeles Mayor Eric Garcetti.
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The morning opened with ABC15 anchor Javier Soto, who reminded the audience why the gathering matters.
“We’ve got presidents, CEOs, doctors, corporate bigwigs, and just common day folks who realize the importance of this information we’re about to receive.”
Soto urged attendees to keep telling the stories that define Arizona’s Hispanic community.
“We should tell our stories well beyond Hispanic Heritage Month,” he said. “I want to tell your stories all year long.” He pointed to examples like American Legion Post 41, founded after two Mexican‑American war heroes were denied entry to an existing post. “They didn’t get upset. They started their own,” he said. “Eighty years later, they’ve become a pillar of South Phoenix.”
The Arizona Hispanic Chamber of Commerce — now a $3 million organization representing a business community with a $300 billion economic footprint — used the anniversary to highlight its mission. One speaker described the chamber’s work as being “guided by our core focus on economic development, market intelligence, thought leadership, professional development, advocacy, and education.”
This year’s theme, environmental sustainability, shaped the morning’s keynotes. SRP Senior Director Steve Lopez emphasized that sustainability is inseparable from community well‑being. “It is a community issue, an economic issue, and a quality-of-life issue,” he said.
“The decisions we make today about water, energy, infrastructure, and environmental stewardship will shape the opportunities available to future generations.”
Gov. Katie Hobbs focused on the intersection of climate and equity.
“Hispanic workers in Arizona are twice as likely to work in industries that expose them to high, sometimes dangerous temperatures,” she said.
She highlighted the state’s first extreme heat preparedness plan and new workplace safety guidelines built on “common sense basics like providing water, shade, and rest.”
Hobbs also pointed to the economic strength of Latina entrepreneurs, noting that they lead 29% of Arizona’s Hispanic‑owned businesses and generate $4.2 billion in revenue.
“Investment in local business is an investment in our people,” she said.
Phoenix Mayor Kate Gallego brought the conversation to the city level, outlining efforts to cool neighborhoods and modernize infrastructure.
“It has been a rough year in terms of drought and sustainability,” she said, citing record‑breaking heat and water challenges. She also highlighted Maryvale’s economic momentum, noting that its consumer spending has reached $4.2 billion.
“Something special continues to happen in Maryvale,” she said.
The chamber honored DATOS’ founders, including Sandy Ferniza, Gema Duarte Luna, Rhonda Carillo and Dr. Louis Olivas. Chamber President and CEO Dr. Monica Villalobos reminded the audience of the community’s scale.
“Arizona’s Hispanic population is 2.4 million,” she said. “If we were organized, we would be the third largest economy, surpassing Japan and Germany.”
