There are 56.6 million hispanic and latinos in the United States as of July 1st, 2015, which accounts for 17.6% of the entire population. This is the largest ethnic minority in the country and the largest concentrations are mostly located in the states of Texas, California, Florida, Arizona, Colorado, New Mexico, New York, and New Jersey (source).
Perhaps because of convenience or the lack of better information, other states are normally overlooked when newcomers decide where to live. However, as this population grows and seeks new opportunities, they start to look into other cities that offer benefits as well as provide en excellent quality of life.
Portland, Oregon, is actively engaging with and promoting the latino community that is investing in the region’s economy. I was brought to the city by Travel Portland to discover the different ways they are working on this objective, which shows a real interest from them to celebrate and work towards the betterment of the community. As a latina myself, I have noticed the increasing need for places where we know our work is appreciated and supported and I was delighted to learn about Portland‘s initiatives and its entrepreneurs.
This is not a finished process and the city is making sure it’s an ongoing affair, so here are 5 ways I found that Portland is winning at engaging with the hispanic and latino community.
1. They offer incentives for entrepreneurs
The Made in Portland stamp is known worldwide. This is a city for creatives and makers that want to venture into their own endeavors. I was surprised to learn about their incredible capacity to produce locally made goods and services, from toothbrushes to cast-iron skillets, here you can find almost anything. There are several government programs to help entrepreneurs that have clear business ideas with grants to jump start their companies, which results in a proliferation of the workforce. Likewise, places like ADX appear, where you can become a member and access the production tools to create your product, significantly reducing the costs of entry for any entrepreneur, which allows innovation to happen at a quicker rate. Then, when you have a market with a variety of locally made products, it’s easier to open shops like Made Here PDX that only carry local products. You have then an all-round economy that serves itself by promoting entrepreneurship and innovation.
2. There are organizations focused on the latino community
While the previous point is accessible for any kind of entrepreneur, no matter race or beliefs, there are specific organizations that focus on advancing the latino economy in the region. It’s the case of the Hispanic Metropolitan Chamber which targets latinos in Oregon and SW Washington. They not only offer grants, but also mentorships and guidance throughout the process of launching a company. An example of this is Orox, a leather-goods brand created by the Martinez family originally from Oaxaca, whom initially received advice from the HPC to develop a business plan and later on also a grant to get started. As well, Orox was able to access a 50/50 matching grant from the Portland Development commission to open a store in Chinatown. This brand has currently expanded their product nationally and worldwide. Other latino organizations are HispanicPros, Alpfa, the Oregon Hispanic Bar Association that offers legal services for the community, the Oregon Latino Health Coalition and the Oregon Latino Agenda for Action, amongst many others.
3. Many latino entrepreneurs to highlight as success stories
Although I know there are more than a handful of organizations led by latinos in Portland, I had the opportunity to meet with some entrepreneurs from the city, Orox being one of them, and learn about a few more. Que Bacano! for example is a food truck founded by a Colombian couple that offers a true culinary experience into Colombian flavors. They have been part of the Portland Mercado since its conception and their food truck has earned local recognition. Letra Chueca, a letter press company founded by two Chilean friends offers stationary with messaging both in English and Spanish, targeting also the Spanish speaking audience in the city. Revolución Coffee House, founded by Maria Garcia originally from Mexico City showcases not only their traditional coffee making, but also the arts and culture of their country. Other food related businesses like Tamale Boy, Churros Locos, Guillen family Wine, La Bonita Restaurants and more are also a few examples of this.
4. The culinary scene is very diverse
Gastronomy is a very important part in the cultural adaptation in other countries. Trying to find the foods you’re familiar with or to get to know the new culinary setting can be both disappointing and exciting. Luckily, in Portland there’s a great variety of foods, and as you can see in the previous point, there are no shortages of latin cuisine to eat. Peruvian food is one of the cuisines that it’s becoming more popular in the community with the opening of restaurants like Andina, Paiche, or Las Primas. One of the best things I found is the Portland Mercado, a latin market that opens every day and has a great variety of latin products, from tortilla chips to dulce de leche, this is a great place to come if you’re craving home flavors or looking for ingredients to prepare your home-made sancocho. Of course in Portland you can try foods from almost every part of the world, but there’s nothing like your familiar home cooking to remind you where you came from.
5. Portland is friendly, welcoming, and open to diversity
I think this title explains it all. In my experience during my short visit, I noticed how friendly people are. I received helpful indications by a stranger I stopped on the street on how to get to the bus station and how to pay for the service for the first time. A person sitting next to me in the streetcar also advised me that my stop was approaching and indicated which way I should walk to get to my desired destination. Overall, I always felt welcomed and respected in my own diversity, which I think it’s a reassurance we’re seeking more of these days.
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