The Large-Scale, Latino-Focused Franchise Trade Show Will Debut in Early August

Entrepreneur Rafael Alvarez is on a mission to bring franchising to the Latino community. Alvarez, who founded ATAX, the first Latino-owned tax preparation franchise, wants to share the industry’s wealth of opportunities with fellow Latinos — a population he describes as grossly underrepresented in franchising. 

According to 2020 Census data, 62.1 million Hispanics live in the United States. This group represents 18.9 percent of the total U.S. population, yet, Alvarez sees a great inequity. “There are almost 800,000 franchises in the U.S., and Latino ownership accounts for only a small percentage of that number. There’s a disconnect,” he says. “There are a lot of Latinos who have a lot of money and resources, and they just don’t know about franchising. That is about to change. Latinos can no longer be rendered invisible.”

In 2022, Alvarez established The Latino Franchise Association (LFA) with a mission to promote, support and expand franchising in the Latino community.  LFA calls itself the “go-to” organization for Latinos in franchising. One way LFA will achieve its mission is through Franquicias Fest, a large-scale franchise trade show, conference, workshop, and networking event. It will debut on August 4th at New York City’s Marriot Marquis Hotel. 

About Franquicias Fest

Alvarez expects a huge turnout at Franquicias Fest. The event will feature 25 educational panels, four break-out rooms, plus a main stage with guest speakers. There will be industry suppliers and franchise brands for every investment level and interest, including major hotel chains, and new and exciting emerging brands.

As the name suggests, Franquicias Fest is a festival with numerous activities. In addition to learning about franchising and brands at the trade show, attendees can also participate in additional events. To kick off the Franquicias Fest, on Thursday, August 3, LFA will host a golf tournament with a barbeque lunch at the Dunwoodie Golf Course in Yonkers.

After the first day of expo events on Friday, August 4th, a salsa band will perform on the conference floor. Friday night, from 7:00 pm to 11:00 pm, the LFA invites guests to set sail from the ​​Skyport Marina in New York City for LFA Yacht Fiesta, which features sweeping views of the New York City skyline plus food and entertainment. Franquicias Fest will conclude with a merengue band performance from 3-5 p.m. on Saturday, August 5th, on the Marriot Marquis Expo Floor. Registration is open to all of the events while space allows. 

Alvarez believes that bringing the Latino community to U.S. franchising is a win-win for everyone. “Latinos are some of the hardest working people there are. Believe me; our efforts will benefit the entire industry,” he says. After the New York City show, LFA plans to launch additional franchise expos around the country. For now, Alvarez is laser-focused on making Franquicias Fest a success in his hometown of New York City.