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September 16, 2022
The Arizona Coyotes – the only NHL team with a Latino President and CEO, as well as a Latino ownership group – will be commemorating Hispanic Heritage Month in the US (Sep 15 – Oct 15) with an array of partnerships and activations. In recent years, the number of Latino players has increased across the NHL, minor leagues and colleges. During a kick-off event on Wednesday, the team unveiled its plans to amplify the support of Hispanic leaders, businesses and non-profit organizations that lead with positive impact.
In partnership with California-based non-profit, Dignity Health, the team will engage the local community to spotlight thriving Latino businesses from the greater Phoenix area. Making up 32% of Arizona’s population, Hispanics make up 31% of workers and own 19% of businesses. Between 2007 to 2012, Hispanic-owned businesses grew by 70% while overall business growth was only 2% in the State.
At the event, Coyotes President and CEO Xavier A. Guiterrez expressed his excitement for this year’s Hispanic Heritage Month activations, which have been “taken to the next level.” The team unveiled plans for its expanded ‘Noche con los Yotes’ [Night with the Coyotes] home game program, taking place monthly during the 2022-23 season in October.
The small business program, named ‘Estrella of the Month’ [Star of the Month], is a partnership with Univision Arizona and the Arizona Hispanic Chamber of Commerce featuring Latino businesses. Each month’s winner will receive four tickets to a ‘Noche con los Yotes’ home game where they will be recognized for their business efforts. Winning businesses will get a visit from the Coyotes alongside joining the team’s promotional campaign, which will honor them across various digital media platforms. Univision will also create video and audio content to promote the campaign and the winning businesses throughout the season.
Further highlighting the Coyotes’ commitment to Hispanic-owned businesses, the team announced becoming one of the main sponsors of the United States Hispanic Chamber of Commerce’s Annual Convention. Taking place October 2-4 in Phoenix, it brings together America’s largest Hispanic business organization representing over 4.7 million Hispanic-owned businesses. The Coyotes along with the Meruelo Group will sponsor the opening reception for the event titled, ‘La Gran Bienvenida’ [The Big Welcome], which is expected to draw more than 2,000 participants and visitors from across the country.
The Coyotes will also be working with academic and community partners to close the education gap for Latinos. Other activations include a hockey clinic scheduled for October 13. Believed to be the first of its kind in the NHL, the ‘Los Howlitos’ [Learn to Skate] program will help kids learn how to ice skate and provide the necessary equipment to participate.
On October 6, Coyotes legend and Chief Hockey Development Officer Shane Doan and President & CEO Xavier A. Gutierrez, along with the team’s hockey development staff, will visit the YMCA in El Mirage, Arizona, to introduce kids to the game of hockey and provide them with an instructional clinic.
To conclude Hispanic Heritage Month celebrations, the Coyotes will unveil a mural by artist Martin Moreno on October 16. The mural highlighting the diversity of the State will be honored through a community activation including a street hockey clinic, face painting, music and much more.
Throughout the year, the Coyotes rely on the support and guidance of a Latino Advisory Council comprised of multiple Hispanic representatives of local and national companies, non-profits and media. The council is led by chair, Gary Trujillo, Southwest Harvard Group and co-chairs, Monica Villalobos of the Arizona Hispanic Chamber of Commerce (AZHCC) and David Adame, Chicanos Por La Causa (CPLC).
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