.

>> CHICAGO TONIGHT LATINO VOICE IS MADE POSSIBLE IN PART BY ALLSTATE AND THE SIRLES FUND AT THE CHICAGO COMMUNITY TRUST .

GOOD EVENING, WELCOME TO LITTLE VOICE, I'M ERICK FERNANDEZ.

THANK YOU FOR SHARING PART OF YOUR WEEKEND WITH US.

'S% >>> FIRST OFF TONIGHT, IS TURNING REMAPPING SING AGAIN CHICAGO AND THIS IS REVEALS THE CITY'S CHANGING RACIAL MAKEUP B 5 PERCENT UPTICK IN THE LATINO POPULATION, A WHOPPING 2 PERCEN INCREASE IN THE ASIAN POPULATION, AND A 2 PERCENT DECREASE IN THE BLACK POPULATIO HAS STRANGELY DEFECTIONS FIGHTING FOR TRAIL MAPS FIGHTIN TO MAINTAIN RACIAL OBSERVED WORKNESH REPRESENTATION.

>> NUMBERS CITY COUNCIL SHOULD IGNORE CITY POPULATION DATA WITHDRAWING A FAIR MAP.

>> CHICAGO IS NOW 30 PERCENT LATINO.

IT IS THE LARGEST RACIAL ETHNIC POPULATION IN THE CITY, AND THE MAP SHOULD HAVE 15 LATINO MAJORITY WAS TO REFLECT THAT.

IN THE CITY WE NEED OUR NEW MAP TO REFLECT THE POPULATION CHANGES THAT HAVE HAPPENED IN CHICAGO.

>> FROM WASHINGTON, D.C.

THIS WEEK MAYOR LORI LIGHTFOOT CHARACTERIZED THE WARD REMAPPIN PROCESS AS A "INSIDE AGAIN THAT CHICAGO RESIDENTS ARE LARGELY UNCONCERNED WITH."

BUT RESEARCH INDICATES THAT COMING UP IN MEETINGS AMONG MULTIPLE WORDS CAN HAVE EFFECTS AND HOW THEY WOULD FUNCTION EVERYDAY FUNCTIONING AS A PART OF THE SPECIAL CONSUMER DISCUSSION CHICAGO TONIGHT BLAC VOICES ARE CHANDRA VAN DIJK, PROJECT MANAGER OF THE CHICAGO ADVISORY RELATING RACING COMMISSION LAUNCHED BY CHANGE ANNOY FIGURE EIGHT ANDREW BRETTLER, COFOUNDER AND CEO OF THE RESIDENT ASSOCIATION GREATE INGLEWOOD ALSO KNOWN AS RACH.

AND IN THE ILLINOIS A TWO EDGE —- —- 13 AGENDA INCLUSION AND LANGDEAU VARGAS ASSOCIATE PROFESSOR AT THE UNIVERSITY OF CHICAGO.

TO THANK YOU ALL FOR JOINING US TODAY.

UPSET WITH ROBERT.

FREDERIKA USERS FIND THAT DURIN GERRYMANDERING, LIKE WE ARE SEEING PROPOSING THESE MAPS, I CAN HAVE HARMFUL EFFECTS IN CERTAIN NEIGHBORHOODS.

WHAT ARE SOME OF THE EFFECTS HE FOUND.

>> YES, IN A SERIES OF PAPERS W BEEN WORKING ON, WE BEEN LOOKIN AT WHAT HAPPENS TO BLOCKS WHEN THEY ARE REMOVED FROM A POWERFU ELECTED OFFICIALS WARD, LIKE COMMISSIONER TAMMI BURKE WHO SITS ON THE POWERFUL COMMITTEE.

AND THEY NEED THOSE BLOCKS ARE SOMETIMES THE WOMAN DECREASE IN CRIME GOES UP ON THIS IN PART I RELATED TO EACH OF THE ALDERMAN'S POWER IN THE CITY COUNCIL.

AND SO WHEN YOU HAVE A POWERFUL ELECTED OFFICIAL THAT HAS RELATIONSHIPS WITH CITY FUNDS, OR REGULATORY CONSTITUENTS, WHE WARD —- WARD BOUNDARY SHIFT, TH SHIFT —- [INDISCERNIBLE].

>>> AND ONE OTHER MAJOR WAY THAT AFFECTS COMMUNITIES WE HAV SOME COMMUNITY LIKE INGLEWOOD, LITTLE VILLAGE, THAT ARE SPLIT INTO THREE, FOUR, SOMETIMES SIX DISTRICTS, AND IT MAKES HER FOR THE COMMUNITY TO ADDRESS PROBLEMS, BECAUSE YOU THINK APURBA MIKE MILES.

YOU HAVE SOME CITY COUNCILMEMBERS THAT BELIEVE TRADITIONAL POLICE IS A PROPER RESPONSE, YET WITH OTHERS IN TH SAME COMMUNITY IS A BELIEF THAT SOCIAL SERVICES.

AND IN ADDITION TO HAVING COORDINATE ALL THE LOGISTICS AROUND FOUR OR FIVE DIFFERENT WARDS, HE ACTUALLY HAD TO RECONCILE DRASTICALLY DIFFERENT REPORTS AND HOW TO ADDRESS PROBLEMS, WHICH RESULTS IN OFTE TIMES NOT MUCH HAPPENING OR NOT HAPPENING.

>> ANDREW BRETTLER, HE FUNDED THE PRESENT ASSOCIATION OF GREATER INGLEWOOD BECAUSE THIS VERY ISSUE.

INGLEWOOD SEVEN UP TO SIX DIFFERENT WARDS.

HUNDRED IS DIVIDED REPRESENTATION IMPACT THE NEIGHBORHOOD?

>>> YEAH, I MEAN, THAT WAS ONE OF THE PREMISES WHILE WE WERE FOUNDED WE ALL FELT HE DEALT WITH THE SAME NEIGHBOR ISSUE, REGARDLESS OF THE AUTOMATIC BOUNDARIES, SO HE WANTED TO BE ADDRESSED AND APPROACHED IS ONE NEIGHBORHOOD WHICH IS THE GREATER INGLEWOOD COMMUNITY.

IT'S BEEN DIFFICULT, YOU KNOW, THESE LAST FEW YEARS, JUST FOR MY MEMBERS ALONE IN THE SOMETIMES THEY ARE ON THE SAME BLOCK BUT TWO THE STREETS OR TW DIFFERENT ALDERMAN.

AND SO WE HAD MEMBERS WHO HAVE CALLED AND SAID, "YEAH, CALLED VARGAS SAID MINIMUM ONE TO PUT OVER HERE ATTENTION IN THE AMOUNT.

THIS BEEN A CHALLENGE.

AND ME WILL EVENTUALLY COLLECT ENOUGH TO HAVE A MORE STRATEGIC PLAN FOR OUR COMMUNITY WITH A RALLY IN THE SAME PAGE, IT'S ALWAYS BEEN A CHALLENGE AND THA WAS ONE OF THE REASONS WHY WE SAID WE ARE GREATER INGLEWOOD JULY GREAT UNCLE TOGETHER WE AR ONE WITH.

HOOPER BECAUSE IT COMES REPRESENTATION WOULD INCLUDE RESIDENTS LIKE TO SEE, AISHA.

>> ALONG AS THEY ARE IN THE MIX I THINK THE MOST PART OF WHAT MAYORS HAVE SAID IS ONE OF THEM TO.

AT LEAST TWO LOOKING AT INGLEWOOD AND WEST ENGLEWOOD WERE BOARD KIND OF CONCRETE IN SYNC BOUNDARIES.

WE ARE HUGE COMMUNITY, 57 NORTH TO 74TH, FROM THE DAN RYAN A LETTER [INDISCERNIBLE] SO WE ARE REALLY LARGE AND WE KNOW THAT ONE PROBABLY WOULD WORK BUT DEFINITELY TWO TO GET EVERYBODY ON THE SAME PAGE WOUL PROBABLY BE EASIER IF WE START THINKING ABOUT OTHER THINGS THA ARE GOING TO HAPPEN IN THE FUTURE OF INGLEWOOD IS ELDERLY THE LATINO POPULATION, POSSIBLY TO BE HEAVILY IMPACTED BY DISTRICT REMAPPING.

TO START WITH MARMOLEJO JUNIOR TO TALK ABOUT WHAT SPECIFIC POLITICAL INTERESTS LATINO COMMUNITY IN CHICAGO HAS THAT MAKES IT IMPORTANT TO HAVE A MORE PROPORTIONATE REPRESENTATION?

>>> WELL, I MEAN, YOU JUST GOT TO LOOK AT WHAT THE NUMBERS REALLY STATE AND THAT IS THAT THE LATINO POPULATION HAS GROWN INNER-CITY.

WE ARE NOT REPRESENTED THE CITY'S ENTIRE POPULATION.

AND, LOOK, WHAT WE ARE NOT SEEING IS PEOPLE ORIENTATION WITH THE CITY COUNCIL AND IN TH CITY IN A NUMBER OF DIFFERENT AREAS POINTS OF INTEREST FOR LATINOS TO MAKE SURE THAT WE HAVE FOLKS WERE ADVOCATING FOR THE COMMUNITY'S INTERESTS, WHIC ARE UNIQUE, AND SOMETIMES YOU GET ISSUES LIKE LANGUAGE ACCESS YOU'RE DEALING WITH THINGS LIKE CHICAGO PUBLIC SCHOOL SYSTEM NOW, WHICH IS MAJORITY LATINO STUDENTS.

AND SO THOSE KIND OF UNIQUE FACTORS I THINK CALL FOR REPRESENTATION THAT IS CULTURALLY COMPETENT.

>> OUT TO GO BACK WITH CHANDRA VAN DIJK.

YOU ARE PART OF THE PEOPLE'S EFFORT THAT USED COMMUNITY INPU TO DETERMINE WARD BOUNDARIES.

WHAT THERE IS THIS CITY WERE ME MATTER?

WHY SHOULD PEOPLE CARE ABOUT HO POLITICAL BOUNDARIES ARE DRAWN UP?

>> MARGARET IS REALLY IMPORTANT FOR PEOPLE TO UNDERSTAND THAT THE BOUNDARIES WE DETERMINE A LOT MORE THAN THEY THINK.

LIKE HAVING A SISTER FACING CIT RESOURCES AND INVESTMENT IN COMMUNITY PROJECTS AND CRIME AN HOW WE ARE INVESTING IN FARMING COMMUNITIES, TO TALK TO HEALTHCARE AND QUALITY EDUCATION.

SO I THINK WE ALL AGREE THESE ARE ESSENTIAL RESOURCES THAT RESIDENTS NEED, AND ULTIMATELY THE DECISION WILL ACCESS AND QUALITY OF THEM ARE READY TO MEET BASED ON WHO IS PRESENTING YOU.

>> ROBERT, THE FOCUS IS LARGELY THE WARDS WITH CHANGING BOUNDARIES, BUT WHAT ABOUT THE ONES THAT REMAIN MOSTLY INTACT?

HOW ARE THEY AFFECTED BY THIS PROCESS?

>> WELL, IN MANY WAYS THEY'VE HAD THE PRIVILEGE OF NOT BEING EFFECTIVE FOR OVER A HUNDRED YEARS, SO SOME OF OUR RESEARCHERS UNCOVERED OVER A DOZEN AREAS OF THE CITY THAT HAVE NEVER CHANGED WARD BOUNDARIES SINCE THEY WERE INCORPORATED INTO THE CITY IN THE LATE 18 HUNDREDS.

SOMETIMES 1923 PEOPLE AND THERE IS NO COINCIDENCE THESE ARE COMMUNITIES THAT ARE PREDOMINANTLY WHITE, EXCELLENT, OR DEEPLY HISTORICALLY CONNECTE TO THE CITY'S POLITICAL DONATIONS.

>> AND WE GO BACK WITH AGENT BUTLER.

THEY HAVE BEEN LOTS OF CONTROVERSY WILL DISCUSSION WITHIN CITY COUNCIL.

WHAT ARE YOU HEARING FROM RESIDENTS IN ENGLAND AND ARE THERE CONCERNS WHAT WAS IS MAJORITY BLACK VOTERS POSSIBLY BEING REDUCED.

>> THAT IS A CONCERN.

WE STARTED DOING THIS WORK IN ANOTHER TEN YEARS AGO WHEN THE FIRST BEING THAT HAPPENED FIGUR IN A MEMBER DISCUSSIONS ABOUT HAVING OUR WAS CONSULTED, BLACK BROWN, IT DIDN'T MATTER, IT WAS JUST TO HAVE CERTAIN KIND OF STRONG REPRESENTATION AT CITY COUNCIL.

OUR COMMUNITY STILL 94 PERCENT AFRICAN-AMERICAN, SO WE WOULDN' SEE WHAT OUR REPUTATION WOULD B THE SAME IN TERMS OF AFRICAN-AMERICAN WARDS OR REPRESENTATION OF A POPULATION?

SO IS A MIXED BAG.

HE WORKED WITH THE PEOPLE'S MAP THE PROCESS OF THE PEOPLE'S MAP IS SOMETHING I THINK WE SHOULD ALL BE DOING AS A CITY, JUST FO THAT MORE VOICES ARE HEARD IN THIS REPORT ARE MEMORIES AND MIXED.

SOME OF THEM HAVE GROWN TO LOVE THEIR ALDERMAN, AND SO WHEN THE THINK ABOUT THE FACT THAT THEY MAY NOT HAVE BEEN ALDERMAN ANYMORE, BECAUSE THEY CREATE A RELATIONSHIP, THEY ARE TORN, THEY REALLY ARE TORN TO IT ALSO WE SEE THE LATINX COMMUNITY COMING INTO INGLEWOOD ON THE WATER JUST MORE TERRITORIAL THA USUAL SO WE REALLY COULDN'T DECIDE AS A GROUP IF WE WERE GOING TO ENDORSE THE PEOPLE'S MAP OF WHAT WE ARE GOING TO DO SO WE WERE CONSTANTLY HAVING A CONVERSATION.

>> I WANT TO THANK YOU ALL FOR JOINING US TODAY.

THIS IS A VERY HOT TOPIC THESE DAYS BUT TAINTING FOR JOINING U ON THE MY THANKS TO CHANDRA BUT VAN DIJK, AJA BUTLER, WILLIAM [INDISCERNIBLE] JUNIOR AND ROBERT VARGAS.

>>> BE SURE TO CHECK OUT CHICAGO TONIGHT BLACK VOICES FO MORE ON THE REHAB CONVERSATION, INCLUDING TAKING DOWN THE POLITICS AND POWER DYNAMICS OF HOW CHILDREN BOUNDARIES ARE DRAWN.

>>> UPDATES ON HOW TO BETTER CONNECT WITH LATINO CONSUMERS.

STAY WITH US.

>>> IN 1983 THE ORACLE GOT NO CAMPAIGN MICHAEL DEMILLE COUNSE SUPPORT WAS PRETTY POPULAR AMON ENGLISH-SPEAKING AUDIENCES.

BY A LITERAL TRANSLATION INTO SPANISH, COMMERCIAL WERE LITERALLY ASKING SPANISH SPEAKING VIEWERS IF THEY WERE LACTATING, THERE IS JUST ONE EXAMPLE OF HOW AMERICAN COMPANIES HAVE FUMBLED WHEN TRYING TO REACH LATINO CONSUMERS, IT CAN BE IN IT —- EXPENSIVE MISTAKE ON HIS MAKE U 90 PERCENT OF THE COUNTRY'S POPULATION AND HALF OF THEM ARE UNDER THE AGE OF 29.

AND WHILE AMERICA'S LATINOS SPEND AN ESTIMATED $1.7 TRILLIO ANNUALLY, THE HISPANIC MARKETIN COUNCIL SAYS ONLY 2 PERCENT OVERALL INDUSTRY INVESTMENT IS SPENT TARGETING THE LATINO COMMUNITIES MONITORING IS NOW I MORE ARE THE CEO AND COFOUNDER MARKETING AGENCY MEMO COLLECTIV AND SEE YOUR CREATIVE DIRECTOR AT CAMPO DESIGN.

THANK YOU FOR JOINING US IN AND OUT TO LUNCH WITH YOU.

WHAT DO YOU THINK IS IMPORTANT FOR BRANDS TO CUSTOMIZE THEIR APPROACH TO THE LATINO MARKET?

IS THERE ANY SUCH THING EVEN AS A LATINO MARKET?

>> I THINK THAT'S A GREAT QUESTION.

I THINK THE FIRST THING —- FIRST, I THANK YOU FOR HAVING M HERE TODAY ANOTHER THING IS A COUPLE FOCAL POINT, LATINOS ARE TO MONOLITH, RIGHT, IN ANSWERIN THE QUESTION THAT YOU JUST ASKED.

YES WE COME FROM ALL OVER AMERICA AND YES, RELAX, SOME DON'T LIKE SOCCER, RIGHT, SOME SPEAK SPANISH, SOME SPEAK ENGLISH, AND OTHERS PREFER ALL ENGLISH.

SO THERE IS ABSOLUTELY A HISPANIC MARKET.

THE THING THAT IS INTERESTING, AND WHAT MARKERS WE NEED TO DO THE PUT DUE DILIGENCE TO THEIR SPEAKING TO, AND WILL DO WHAT I A WAY THAT IS GENUINE AND IS TH SPEAKER STEREOTYPES THAT LEVERAGES LANGUAGE AND RELATED TREATMENT TO RESONATE WITH OUR PARTICULAR TARGET.

>> RIGHT.

CAMPO, DOES IT HAVE TO DO WITH HOW MUCH THE HISPANIC LATINOS CAN SPEND ON WHY COMPANIES SPEN —- DECIDE HOW MUCH TO SPEND ON THE LATINO MARKET?

>> I THINK IT —- YEAH, IT HAS T DO WITH SPENDING, HAS TO LIKE H WAS MENTIONING, TO DO A LOT WIT UNDERSTANDING THE MARKET, AND HOW THAT MONEY IS SPENT, AND HO IT'S APPLIED, BECAUSE, LIKE YOU SAID EARLIER IT CAN BE A VERY EXPENSIVE MISTAKE IF YOU'VE DON YOUR DILIGENCE HOMEWORK.

>> I'M STANDING WITH YOU, WHAT MISTAKES ARE YOU SEEING IN MARKETING APPROACH TO LATINOS?

>>> THERE HAVE BEEN SOME MISTAKES WHERE THEY HAVE BEEN STEREOTYPICAL, HE CAN SAY, VISUAL IMAGERY THAT PEOPLE THIN THE GENERAL MARKET MAY THINK THAT THAT IS WHAT REPRESENTS US.

AND, IN FACT, WE REALLY JUST WANT TO BE UNDERSTOOD, WE WANT TO BE —- WHAT THE BRANCH'S THIS WISHES TO BE INCLUSIVE, AND TO ALSO HAVE EMOTIONAL CONNECTION TO THE COMMUNITY, THEREFORE THEREFORE YOU HAVE AN INTERACTIVE COMMUNICATION AND RELATIONSHIP.

>> AFTER ALL, THE DRIVE IS ENCOURAGED AND WE DRINK THE SAM SODA, RIGHT.

>>> MR. GEBENUS WHAT ARE THE DIFFERENCES BETWEEN GENERATIONS OF LATINOS?

WHAT ARE YOUNGER LATINOS LOOKIN FOR?

>> A GREAT QUESTION, WE SPEND A LOT OF TIME TALKING TO SOME OF THE BRANDS WE WORK WITH, AND JUST WHAT YOU WOULD HAVE BEEN THE JILL MARGETTS, YOU HAVE YOU COHORT, YOUR LATIN MILLENNIAL AND THEN YOUR BOOMER, SO TO SPEAK, AND THEN GEN X BETWEEN THERE, BUT IF YOU LOOK AT THE YOUNGER GENERATION, WE ARE ENTERING THE SUPER ERA OF TRANSPARENCY.

TRANSPARENCY IS ONE THING WE TALK TO A LOT WITH CLIENTS, AND UNDERSTANDING WHAT THAT MEANS, ESPECIALLY FOR THIS YOUNGER VER MULTICULTURAL COHORT.

AN LATINOS FILING THE CONVERSATION IN A LOT OF RESPECTS.

SO A LOT OF IT IS AROUND HIS PARENTS HE.

THE ENVIRONMENT IS INCREDIBLY TOPICAL RIGHT NOW AND IS THE ID ENTITY, AND EMBRACING ALL THING LATINO, RIGHT ON THIS PARTICULA DEMOGRAPHIC, THE YOUNGER DEMOGRAPHIC, IS REALLY LIVING I THIS IDEA —- WE CALL THEM 200 PERCENT IS, I CAN COME UP WITH THAT BUT I LOVE THE TERM — YOU ARE 100 PERCENT LATINO, 100 PERCENT AMERICAN, AND THOSE TWO THINGS SO THE RANCH AND THE OUT DEPENDING ON THE CONTEXT OF WHERE YOU ARE.

SO THAT WHOLE GENERATION IS ALS SUPER OVERLY MOTOR, ALSO DIGITAL, EVERYTHING HAS TO DO WITH YOUR TELEPHONE.

SO IT'S A VERY INTERESTING, VER DYNAMIC, VERY FLUID SEGMENT OF THE POPULATION.

LET'S TALK ABOUT LANGUAGE.

CAESAR, HOW IMPORTANT IS LANGUAGE IN CREATING CAMPAIGNS TO LATINOS?

>> WELL, IS VERY IMPORTANT BECAUSE LIKE KEVIN TOLD YOU BEFORE, THEIR DIFFERENT SEGMENTS, DIFFERENT GENERATIONS AND HE CAN HAVE DIFFERENT SEGMENTS OF THAT SAME LATINO MARKET THAT DOESN'T SAFELY SPEA 100 PERCENT CHANCE OF THE HOUSE BUT THEY DO CONSUME AND THEY DO BEHAVE AND GO ABOUT THEIR LIFE IN A LATINO FASHION.

SO NOW ALL, WHEN YOU HAVE LANGUAGE THAT IS THIS COMMUNICATED, AND CAN BE A PITFALL.

SOME YEARS AGO THERE WERE MANY CAMPAIGNS WHERE THEY WERE THEY WERE LITERALLY TRANSLATING THEI COMMERCIALS OR BILLBOARDS, AND IT WAS JUST MISSING THE BOAT.

BUT NO I THINK THINGS HAVE GOTTEN BETTER.

>> YEAH, TO YOUR POINT IT'S ABOUT UNDERSTANDING THE COMMUNITY, RIGHT.

>> GOOD.

>> AND DO YOU THINK MARKERS ARE DOING A BETTER JOB REACHING LATINO AUDIENCES IN RECENT YEARS?

>>> THINGS HAVE GOTTEN BETTER FOR SURE.

>> WE HAVE JUST THREE SECONDS I'LL SEE TOO.

>> YES, THERE'S A LOT OF ROOM T GROW, YES THEY'VE GOTTEN A LOT BETTER.

I THINK YOU ARE SEEING A LOT MORE INTEREST.

TEAMMATES ARE CERTAINLY SEEING THE ECONOMIC VALUE THAT LATINOS BRING TO THE TABLE.

SO WE ARE CERTAINLY SEEING AN UPWARD TRAJECTORY TOWARDS MORE ACTIVE HISPANIC MARKETING IN A GENUINELY FOR SURE.

>> IS DEFINITELY GOING TO BE INTERESTING, JEAN, SEE HOW THEY MARKET TO LATINOS IN THE COMING TEN YEARS, PER SE, RIGHT, SO THANK YOU, BOTH OF YOU FOR JOINING US TODAY.

>> THANK YOU.

>> GRÂCE YES.

>> WE HAVEN'T SEEN MUCH SNOW YE IN CHICAGO BUT WE KNOW IT'S COMING.

THAT MEANS WANTING SPENDING INDOORS WHERE IT'S WARM AND COZY.

HISTORICALLY THAT CAUSES COMES AT A COST TO THE ENVIRONMENT ON BUT CHICAGO ARCHITECT LISA BÔNE SAID IT DOESN'T HAVE TO BE THAT WAY.

HERE SHE GIVES ADVICE ON HOW SH BELIEVES THOSE WHO CREATE AND MAINTAIN BUILT ENVIRONMENTS SHOULD KEEP SUSTAINABILITY AT THE CENTER OF ALL THEIR PROJECTS.

>> MY NAME IS ALECIA BONE TO IN AMPONSAH AND PRINCIPLE OF JP MONARCH.

WE ARE A CHICAGO-BASED ARCHITECTURE FIRM I STARTED AP MONARCH FOR 14 YEARS AGO ON A MISSION TO DESIGN HEALTHY ENVIRONMENTS DESIGN SPACES THAT LOOK GOOD, FEEL GOOD FOR AND PERFORM GREAT.

SO THAT'S WHAT WE STRIVE TO DO WITH EVERY SINGLE ONE OF OUR PROJECTS THE MIND, WHERE AN OCCUPANT IN MIND, AND HEALTH AN WELLNESS.

IF YOU TAKE A LOOK AROUND, THER AREN'T MANY ARCHITECTS THAT LOO LIKE ME IN THE INDUSTRY.

AS A MATTER OF FACT I REPRESENT LESS THAN 1 PERCENT OF PLEASANT LATINO ARCHITECTS IN THE US.

AND DOING GREEN BUILDING.

AS ARCHITECT AND POSSIBILITY I FEEL IS TO CREATE AND BUILD HEALTHIER BUILDINGS, HEALTHIER ARCHITECTURE BECAUSE IF YOU LOO AROUND, WE ARE SURROUNDED BY BUILDINGS EVERYWHERE, AND THEY ARE OPERATING IN AN ALMOST 100 PERCENT OF THE TIME.

AND DURING THAT TIME YOU ARE OPERATING, WE HAVE THE LIGHTS ON, WE HAVE THE AIR CONDITIONIN ON, HEATING, USING WATER, SO WE CAN REDUCE THAT IMPACT, THAT OPERATIONAL ENERGY.

THAT MEANS WERE ARCHITECTS IS THAT WE ARE IN A SPACE BAR NOW WE ARE FIGHTING CLIMATE CHANGE, WHAT WE ARE FIGHTING CLIMATE CHANGE BY BUILDING ZERO CURRENT ARCHITECTURE, SO IT IS OUR CALL TO ACTION TO TALK TO MANUFACTURERS AND ADVOCATES TO MAKE THESE BUILDIN MATERIALS HEALTHIER.

AND YOU LOOK AT GREEN BUILDINGS.

IT IS NOT ALWAYS EQUITABLE SO W WOULD REALLY LIKE TO LOOK AT THAT CLOSELY.

AND RECOGNIZE THE CO-BENEFITS.

IF YOU'RE GOING TO DO A GREEN BUILDING HERE, HOW DOES THAT —- WHAT IS THE IMPACT 5 MILES ON THE ROAD, 10 MILES ON THE ROAD?

WHAT IS THAT COMMUNITY LIKE?

ARE YOU GOING TO REDESIGN YOUR SPACE EVERY TEN YEARS?

WHAT IS THAT IMPACT?

HOW MUCH OF THAT GO TO THE TRASH?

CAN IT BE RECYCLED?

WE ARE DESIGNERS, WE ARE PROBLE SOLVERS, WE ASK QUESTIONS, AND WE HAVE THE RESOURCES TO BRING THOSE SOLUTIONS NOW.

YOU KNOW WE CAN ALL BE A COLLECTIVE AND UNHEALTHY ENVIRONMENTS, YOU KNOW, MAKE IT HEALTHY FOR HUMANS ON THE SPACE AROUND US WOULDN'T WANT THAT?

>>> ONLY SUPPORTS AND ALSO ONE OF THE ONE IS MY PERSONAL AND LICENSURE INITIATIVE THAT SUPPORTS LATINOS ARCHITECTURE AND ENCOURAGE THEM TO JOIN THE INDUSTRY ON YOU CAN FIND MORE THAN 17 AND MORE THE SERIES ON OUR WEBSITE.

>>> EARLIER —- WE TALKED ABOU LATINO MARKETS, SO WHY NOT JUST VISIT AN ACTUAL LATINO MARKET?

THE MULTICELLED SHOP IN [INDISCERNIBLE] IS GEARING UP FOR THE HOLIDAY SEASON WITH OFFERINGS FROM TRADITIONAL TO A ORNAMENT TO EARRINGS THAT LOOK LIKE A MINIATURE LOPEZ.

AND GUNDERSON JUMPED IN THE LATINO-ONLY STORE THAT VINCE, PREMIXES AND REVIVES EVERYTHING PEOPLE LOVE ABOUT LATINO CULTURE.

>> IT SMELLS BEAUTIFUL IN HERE.

THE WARM RECENT OF PAULA SANTOS WE LOOK INTO THE SHOP ON 18TH STREET.

FOR MANY CUSTOMERS ESPECIALLY THOSE WHO LIVED IN THE SURROUNDING PILSEN NEIGHBORHOOD IT'S THE CENTER OF HOME.

>> YOU FEELING SOMETIMES WHEN PEOPLE COME IN THEY MIGHT HAVE REALLY RUSTY BUT, YOU KNOW, WHE THE SMELL THE APOLLO SANTO BURN IN OUR SHOP IT COMES IN DOWN.

SO YOU WANT TO BRING THAT THE PEOPLE.

>> DEFINITELY.

WE JUST WANT PEOPLE TO ALWAYS FEEL WELCOME HERE.

>> THESE TWO IGNITERS INSTEAD DAYS AT FARRAGUT HIGH SCHOOL.

THE MARRIED COUPLE OPEN TO THEI SHOP TO 17 WITH AN EYE TOWARDS MARKETING WARES FROM LOCAL ARTISTS AS WELL AS IMPORTED GOODS.

ITEMS RANGE FROM THE TRADITIONA TO THE COURT, BUT ALL WITH THE DISTINCTIVE LATINA ACCENT.

>> IT'S SO IMPORTANT TO US BECAUSE WE DON'T SEE OURSELVES IN THE MAINSTREAM MEDIA, WE DON'T SEE ITEMS THAT WE CAN CONNECT TO THE MAINSTREAM SHOP, YOU SEE HIM IN COMMERCIALS ON TV.

>> PEOPLE RIGHT NOW ARE STAYING HOME AND THESE ARE TOTALLY A BI HIT.

>> AND THAT ONLY ALL APPROXIMAT BY LOCALS AS A RESIDENT IN RECENT PAST, AND HER DAUGHTERS HELP HER IN THE BUSINESS.

SHE KEEPS ALL OF THESE MAJOR FOOD ITEMS, LIKE GOING CHESS OR ENCHILADAS.

THIS.

>>> AND ARTICLE H.E.R.

MAKES BEAUTIFUL NEWCOMERS SO YOU DON' REALLY SEE ANSWER WHEN YOU'RE LOOKING FOR LATINO-INSPIRED NOTECARDS.

SO SHE MAKES THINGS THAT ARE, YOU KNOW, PLAY FATHER'S DAY, MOTHER'S DAY, WITH A LATINO FLAVOR IN THEM.

>> THE NAMES MISTY SET SHOP REFLECT THE OWNERS IDENTITIES AND WHAT IS IT DOES THE END LIN THE SHELVES.

>> AS MEXICAN WOMEN, WE ARE ALREADY OF A VERY MIXED ANCESTRY.

WE ARE INDIGENOUS, AND WE ALSO ARE EUROPEAN, AND SO ON MEXICAN CULTURE IS A FEATURE OF THOSE THINGS.

>> ALONSO AND MARTINA TNC MANY OF THE NEIGHBORS THIS IS AN PILSEN SHUTTER OVER THE PAST AVON PARK ROBUST COMMUNITY SUPPORT HELP THEM WEATHER THE PANDEMIC.

>> YES, DEFINITELY.

BECAUSE OF THEM WERE ABLE TO PULL TO THE PANDEMIC THAT WE WENT THROUGH BECAUSE WE WERE SO CLOSE TO MAYBE CLOSING DOWN.

>> -YEAR.

>> BUT BECAUSE OF THE COMMUNITY WE JUST FEEL SO BLESSED, YOU KNOW, THAT WE WERE ABLE TO STAY AFLOAT.

>> AND THEY HOPE THEY CAN KEEP RINGING THERE CULTURAL REMIX FO MANY YEARS TO COME.

>> FOR US IT'S SO IMPORTANT TO INCORPORATE THE OLD AND THE NEW CORPORATE WERE ALSO A COMMITTEE THAT IS LIKE CHANGING, AND THAT'S OKAY.

BUT WE DON'T WANT TO LOSE OUR CULTURAL DON'T WANT TO LOSE WE CAME FROM, SO I THINK IT'S IMPORTANT TO ENABLE THING AND I THINK THAT IS WHAT THE CHAPTERS.

WEDNESDAY THAT WE CAN BE HERE FOR THE COMMUNITY AND ALSO DO SOMETHING REALLY FUN.

>> FOR CHICAGO TONIGHT LATINO VOICES, THIS IS ERICA GUNDERSON SPEAK WELL THE MUNCIE STAR SHOP OFFERS MANY PRICE ONLINE AS WEL AS CONTRACT TO BUNK YOU'LL FIND MORE ON OUR WEBSITE.

>>> AND IS GOING TO BE OURS OVER THIS WEEKEND.

IF YOU'RE WATCHING THIS ON SATURDAY NIGHT, THAT YOU CAN ALSO CATCH LATINO VOICES AND BLACK VOICES ON SUNDAYS BEGINNING AT TEN.

DON'T FORGET ALSO DETERMINED TO —- I'LL BE BACK HERE IN THE HOS CHAIR NEXT WEEK ON LATINO VOICES.

NOW WELL THIS YEAR, I'M ALEX HERNANDEZ.

THANK YOU FOR SHARING PART OF YOUR WEEKEND WITH US TO STAY HEALTHY, STAY SAFE.

REAL-TIME CLOSED CAPTIONING PRO.