Latino Empowerment is the Theme at the New York City Franchise Trade Show

This week, the Latino Franchise Association (LFA) is hosting the largest Latino franchise trade show, conference, workshop and networking event in the U.S.: Franquicias Fest.

Set in New York City’s Marriott Marquis Hotel, Franquicias Fest will feature 25 educational panels, four break-out rooms, plus a main stage with guest speakers. Suppliers and franchise brands of all investment ranges and interests will be exhibiting. 

Entrepreneur Rafael Alvarez created Franquicias Fest to empower the Latino community with franchise opportunities and education. Below is a comprehensive listing of the educational panels* and guest speakers* featured at Franquicias Fest.

*subject to change

Registration is open to all of the events while space allows.

Franquicias Fest 2023 Speakers 

• Elani Alvarez, comptroller at LFA
• Kiani Alvarez, vice president of marketing for LFA
• Rafael Alvarez, CEO and founder of the LFA 
• Jorge Ferraez, publisher of the Latino Leaders magazine 
• Ericka Garza, chairwoman of the HLFLC
• Arturo Giammugnani, CEO of Business Lending Brokers
• Noreen Gillen, vice president of Merrill Lynch Wealth Management
• Fabiola Guerrero, CEO of the Rhoslyn Florist Franchise
• Dr. John P. Hayes, Titus Chair for Franchise Leadership Director of the Titus Center for Franchising
• Mike Herrera, president of CoolVu
• Ivan Jimenez, vice president of finance of Latinx Franchise Brands
• Emiliano Jöcker, senior consultant at iFranchise Group, Inc. 
• Harold Kestenbaum, attorney at Spadea Lignana
• Barry Knepper, CFO for Latinx Franchise Brands
• John Lancaster, vice president of Emerging Markets Franchise Development at Choice Hotels International 
• Mark Madrid, associate administrator at the SBA
• Nick Maldonado, CEO and founder of Toro Tax
• Eduardo Mercado, ILAF
• Dr. Robert Needham, founder and CEO of Collaborative Franchise Systems, LLC
• Gary Occhiogrosso, founder of Franchise Growth Solutions
• Felipe Osorio, area manager at Paychex
• Moises Perez, president of the LFA
• Ricardo Rivera, president and senior consultant of All Around Franchise Consultant
• Rosa Saldana, CEO of Promecin 
• Martin Santaella, CEO and founder of Wings Army
• Richard Santos, marketing director and chief technology officer for LFA
• Jose Alduey Sierra, television personality
• Manuel Solórzano, Director of E2 Visa Program and Regional Vice President – Latin America at Starpoint Brands 
• Yolanda Stevenson, CEO and founder of Taxi Mom 
• Diego Toasa, ATAX Franchise Area Representative
• Jorge Valencia, president of Diplomado Internacional de Franquicias
• Barima Yeboah, vice president of franchise development at Latinx Franchise Brands
• Clem Yeboah, financial advisor at the LFA

Franquicias Fest 2023 Panels*

(•days and panels are subject to change)

Friday, August 4th

Franchising: The Next Step for Latino Business Owners & Entrepreneurs 

This presentation from the LFA executive team will be moderated by marketing director and chief technology officer Richard Santos. 

Franchise Your Business

Emiliano Jöcker, a senior franchise consultant at iFranchise Group, details the process of franchising a business.

Franchises in Latin America

Jorge Valencia, CEO and founder of Instituto Latinoamericano, will discuss everything happening in franchising in Latin America.

Are You a Perfect Fit for Franchising?

Titus Chair for Franchise Leadership at Palm Beach Atlantic University’s Titus Center for Franchising Dr. John P. Hayes, will explain how the business model works. 

The International Franchise Association’s Hispanic Latino Franchise Leadership Council (HLFLC)  

Ericka Garza, chairwoman of the HLFLC, and Felipe Osorio, a Board of Directors member, will discuss Latinos in franchising.   

Start Like a Rockstar

Patricio Lombardo, founder and CEO of Cassava Root Franchise, offers advice on launching a brand. 

U.S. Small Business Association (SBA) 

Associate Administrator Mark Madrid will explain how the SBA’s Office of Entrepreneurial Development supports businesses and offers technical assistance. 

Legal Requirements: How to Register Your Franchise Brand 

Attorney Harold Kestenbaum will detail the legal process to franchise a business. 

Latinas in Chamber of Commerce 

Three Latinas discuss how they positively impact the Latino community.

How to Start a Personal Finance Plan as You Scale Your Franchise 

Noreen Gillen, Vice President at Merrill Lynch Wealth Management Advisor, and Paul Petterson, wealth strategist, offer advice for entrepreneurs looking to scale their businesses. 

Why Franchising is Great for Latinos  

Dr. Robert Needham, President of Collaborative Franchise Systems, LLC, will detail the value proposition that Latinos bring to franchising. 

Everything You Need to Know to Finance Your Franchise 

Arturo Giammugnani, CEO of Business Lending Brokers, details different financing options in franchising.  

Hotel Ownership 101: How to Get Started 

John Lancaster, vice president of emerging markets franchise development at Choice Hotels International, explains how to invest and become a hotel owner. 

Latino Franchisors: How They Did It 

Latino entrepreneurs tell their success stories of launching their brands.

How to Grow Your Franchise with Digital Marketing, technology, AI, and ChatGPT

SantisWeb CEO Richard Santos discusses how franchise owners can grow their businesses with modern technology.

Fireside Chat: Latinos in Franchising, Past, Present & Future 

Rafael Alvarez, CEO and founder of LFA, talks franchising with Jorge Ferraez, president of Latino Leaders magazine and organizer of Latino Franchise Symposium.  

The Importance of Having a Great Accounting Process in Franchising 

Two certified public accountants, Barry Knepper and Clem Yeboah, discuss the importance of a solid accounting process to achieve franchise success. 

Dreams Have Wings 

Jorge Valencia and Martin Santaella, CEO and founder of Wings Army Franchise, speak about the inspiration behind one of Mexico’s biggest brands.  

Saturday, August 5th

Build Your Wealth Through Franchising 

Dr. Needham explains how to build wealth using the franchise business model. 

The Importance of Having an Operation Manual 

Barima Yehoah, vice president of training and support at Latinx Franchise Brands, will present information on how the operation manual is critical to success. 

E-2 Visa: The Best Way to Start a Business and Live Legally in the U.S.

Manuel Solorzano of Starpoint Brands presents what an E-2 Visa is, what’s required to get one, and the best franchises to invest in to get one. 

Latinas in Franchising 

A group of Latina businesswomen encourages others to take their brands to the next level. 

Everything You Need to Know About Franchise Financing 

Business Lending Brokers CEO Arturo Giammugnani will share multiple options for financing your franchise investment. 

The Importance of Technology in Franchising

Rosa Saldana, CEO of Promecin, and Richard Santos discuss how to keep a franchise current utilizing technology.  

Franchising 101: How to Buy a Franchise 

Dr. Hayes is back to talk about selecting and investing in franchises. 

How to Take Your Business Public

Ivan Jimenez will explain what is needed to take a franchise business public.

Franchise Your Business

Emiliano Jöcker is back to detail what it takes to franchise a business. 

Hotel Ownership 101: How to Get Started 

John Lancaster takes the stage again to detail what it takes to become a hotel owner.  

How to Select a Good Franchise Brand & a Great Territory 

Franchise Growth Solutions founder Gary Occhiogrosso will present his “Coach, Mentor & Grow Program.” 

Successful Latina Businesswomen 

Quenia Abreu, president of the New York Women’s Chamber of Commerce, speaks about how her organization is dedicated to diversity and inclusion and promotes the advancement of women. 

Book launch: “Porque Mi Papá Me Dijo Que No (Because My Dad Told Me No)”

Author Rafael Alvarez presents his new book. 

The Importance of Having a Great Accounting Process in Franchising 

Knepper and Yeboah discuss how a great accounting process is essential to franchise success. 

How Much Will I Earn With My Franchise? 

Entrepreneur Eduardo Mercado explains how lucrative franchising can be.  

Dreams Have Wings

Valencia and Santaella offer an inspirational success story.   

Solving the Lead Problem: Restoring the Lifeblood of the Franchise Industry 

Michael Bullinger and Dr. Needham address the issue of lead generation and restoring the lifeblood of franchising. 

Why You Should Join the Latino Franchise Association (LFA) 

The LFA executive team discusses benefits of membership and how to make an impact on the Latino business community.