Valencia-based Lee Cadena Media is rolling out the red carpet Friday and Saturday to welcome The North County Latino Business Xpo (LBX).

Latino businesses and those wishing to do business within the Latino marketplace will gather at the Hyatt Regency Valencia for two days of networking, vendor showcasing and speeches by industry professionals.

While overall spending by non-Latino consumers declined during the recession, Latino consumers as a whole spent more than other Americans. They show increasing economic clout as a result of above-average population growth and improved earning power over the past three decades.

TLK Fusion, a Hollywood PR agency, is the presenting sponsor for the event that promises to change the way Northern Los Angeles County views Latino business. Entertainment sponsor is The Gala Company, producer of the Miss California Latina pageant. Cindy Salaues, reigning Miss California Latina, will present awards to Latino business people being honored for their contributions.

Among those to be honored are Santa Clarita Valley residents Patricia Gracia, owner of Power Media Group, and Bill Miranda, CEO of the SCV Latino Chamber of Commerce.

The 48 million Latinos in the United States represent an increasingly important consumer segment for marketers in a post-recession economy. Unlike many non-Latinos, they exhibit confidence in the future. Taking into consideration that one in six Americans is of Latino heritage, Latino consumers are positioned to remain influential for years to come, especially because there is now a significant number of high-income Latino households. Many Latino households also have multiple income earners. Are they spending their dollars with your business?

LBX will be held Friday and Saturday, Sept. 9 and 10, at the Hyatt Regency Valencia. A Super Salsa Dance Party will be held Friday, featuring Latin Grammy nominee Adonis Puentes. Visit www.leecadenamedia.com for the full two-day agenda.