Have you ever heard the statement, “You don’t know what you don’t know?” Well, if you “don’t go, you won’t know” what you’ve missed at LBX this weekend – until it’s too late.

Valencia-based Lee Cadena Media is pulling out all the stops on Sept. 9 and 10 to welcome the inaugural event for the North County Latino Business Xpo (LBX). Latino businesses and those planning to do business within the Latino marketplace are clamoring for space at the Hyatt Regency Valencia for two days of networking, vendor showcasing and speakers by industry professionals.

Many high-profile corporations are focusing their attention on this expanding market for several reasons. For one, that’s where the dollars are. While overall spending by non-Latino consumers declined during the recession, Latino consumers as a whole spent far 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.

“As a Latino in business in Valencia, and one who advocates for education, I am pleased to bring LBX to Santa Clarita,” said presenter Lee Cadena. “Our goals are to bridge gaps, dispel myths and work alongside other businesses to navigate the rough waters of this shifting economy. If even one business person gains insight from LBX and applies it to the growth of their business, we will have done our job.”

TLK Fusion, a leading Hollywood marketing firm that builds lifestyle brands for such celebrities as the Kardashian family, Jenni Rivera and Victor Ortiz, grabs the reigns as presenting sponsor for the LBX event, which promises to shatter misconceptions and build alliances within the Latino marketplace. The company is avant-garde with its approach to marketing and building seamless bridges between brands and celebrities.

Raising the roof as entertainment sponsor is the Miss California Latina Pageant, produced by The Gala Co. Miss California Latina Cindy Salaues will present awards to Latino businesspeople being honored for their contributions to the success of others. The state director of the pageant, Jennifer Rodriguez, infuses the company with her experience of among other things, having been events coordinator for the NFL. She has managed major events such as the Super Bowl, Pro Bowl the NFL Draft and league owner meetings through this up-and-coming company. LBX is pleased to be building our alliance with this organization.

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

Martha Montoya, who has forged relationships with corporate America, state and federal leaders to seek solutions for the business position of minority-owned companies, will be honored, as well as members of the Latino business community, Angelica Banuelos and Pete Salgado, both savvy business people.

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 today, 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 you?

“My wife and I are humbled by the city’s support,” Cadena said, “as well as that offered by the SCV Economic Development Corp., the SCV Latino Chamber of Commerce, HBN and other institutions that see the value in focusing on the $1 trillion-a-year Latino marketplace.”

Come to LBX this weekend and expand your network, and enjoy wine tasting and food samples along with free raffles both days and a grand-prize raffle Saturday valued at $1,000. Latin Grammy nominee Adonis Puentes will be in the spotlight at Friday night’s Super Salsa Dance Party. Visit www.leecadenamedia.com for the full two-day agenda.

Judith Cassis, co-owner of Lee Cadena Media, is an author and personal development coach who speaks on topics affecting small business. She can be reached at 310-800-8337 or judith(at)judithcassis.com.