Vision Magazine #9 - Jan-Feb-Mar 2012

Hispanic Chamber of Commerce of Metro Orlando Visión | 1

2 | Visión Hispanic Chamber of Commerce of Metro Orlando

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Hispanic Chamber of Commerce of Metro Orlando Visión | 3 VISION

contentJan-Feb-M

ar 2012Issue #9

A Word From The PresidentRamon Ojeda

Effective Networking Succesful Meet & Greets

By Barbara Bergstrom

Antonio Caravia:Chairman of the Board

By Marilen Marnett

25 Influential Hispanics

Cold Calls:A Thing of the Past?

By Millo Aldea

HCCMO UpdateA look into 2012

By Christine Peña

P.7 P.23

P.5 P.21

P.8 P.27

4 | Visión Hispanic Chamber of Commerce of Metro OrlandoVISION

Diana BolivarEditor in Chief

Iancarlo SuárezCreative & Art Director

Robert NewlandNewland Associates Group, Inc

Marilen MarnettHispanic Chamber Of Commerce

Tony LagosRollins College

Maritza MartinezUniversity of Central Florida

Angel Aviles Conrad Santiago, CFP,

MSFS/Ameriprise Financial Services, Inc.

Rafael GerenaInstruxo

Giorgina Pinedo-RolonGio Communications Inc.

Rosalina StoberHispanic Business Initiative Fund

Joshua JohnsonCourseMob

Nelson CamargoHCCMO Intern

Pam LedfordSeminole State College of Florida

George FournierWriter

Lizette ValarinoThe Idea Factory

Jonathan AponteCover Photo/Photographer

Ramón OjedaPresident

Diana BolivarVice President

Marilen MarnettEvents & Operations Manager

Yuitxa Ramírez VeintidósOffice Coordinator

Luisa GarciaAdministrative Assistant

editorial team

HCCMO staff

Iancarlo SuárezGraphic Design & Social Media Coordinator

Christine PeñaMarketing & Sales Coordinator

www.hispanicchamber.net

Yasmin Tirado-ChiodiniEx-Officio

Tirado-Chiodini, PL

Jose CerdaDirector

State Farm Insurance

Karla MuñizDirector

Florida Hospital

Scott SkiolelskyDirector

Turner Construction

Carlos CastroDirector

Walt Disney World Co.

David J. MaxonDirector

Progress Energy

Diane O’DellDirector

Universal Orlando

Lucas BoyceDirector

Orlando Magic

Kari E. ConleyDirector

Orlando Health

Giorgina Pinedo-RolonDirector

Gio Communications, Inc

Chad Brandt HBIF Representative

Colombo, Hurd & Brandt, P.L.

Leticia M. DiazDirector

Barry University School of Law

Irma E. StenmanEDC Representative Metro Orlando EDC

Tanya EasterlingSecretary

Blue Cross and Blue Shield of FloridaCentral Region

Janet E. MartinezLegal Advisor

Janet E. Martinez, P.A.

Antonio L. CaraviaChair

Exterior Walls, Inc

Maritza MartinezChair-Elect

University of Central Florida

Luz B. AvilesTreasurer

OUC: The Reliable One

HCCMO board membersExecutive Board

Board of Directors

Fashion Square Mall 3201 E. Colonial Dr. Suite A-20 Orlando, FL 32803 407.428.5870


Happy New Year! Let’s bring in the New Year 2012 with a positive attitude and great leadership. This edition of Visión Magazine features 25 Influential Hispanic leaders, including our HCCMO Chair. These leaders were chosen by the editorial board based on Hispanic Individuals who have demonstrated leadership, contributed to the enrichment and overall growth of Hispanics in Central Florida.

Leadership is doing what is right when no one is watching. – George Van Valkenburg.

What a powerful quote. Being a great leader reflects on your company and your staff’s willingness to impress and do their best for you and the business. Even if no one can physically see that you are showing great leadership, they will still see it through the progress of your business. There are key elements to being a great leader: You always want to lead by example, show empathy, have confidence, and set a high standard.

When you lead by example you are demonstrating what you want out of your organization and staff. The way you present yourself, your attitude, the way you speak, how you handle situations are all ways to reflect great leadership internally. Showing empathy and compassion to your staff is a very important quality as a leader. Ask for your employees’ opinions and views on ways to make the organization better. Get to know your employees’ thought process and keep that communication open. The fact that you care, makes your employees want to do great for you and the company. Confidence is all in your attitude, which you have full control over. Being positive and believing in yourself; if you don’t feel you can do it and get the work done, your staff will follow and feel the same. Last, but certainly not least, set a high standard for yourself, staff and organization. You want to represent your company in a great fashion behind the scenes, as well as on center stage. Always think of who you are representing, not only yourself, but also your business and the folks who believe and support your organization.

I want to thank all of our editorial board members and HCCMO staff for dedicating their time and effort in making this special edition possible.

Ramon Ojeda

A WORD FROM THE PRESIDENT

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Business

As you climb to the top of your chosen field and are known as a skilled professional, you must first admit that school is never out. Conservatively speaking, there are at least five people

who want your job. Right now they are gaining experience, educating themselves and searching for the tools necessary to compete with you for your position. Business today is so competitive; we cannot sit back on our laurels and assume we are secure.

Be sure to attend continuing education courses pertaining to your career. Join professional organizations to keep up with the latest trends. Also, become active and well-known among your peers. Attend seminars (especially mine) and conventions which provide workshops on numerous subjects.

Take advantage of networking opportunities with the Chamber of Commerce, which provides many speakers, innovators and specialists to help raise your level of community and business involvement.

You will be stimulated and your energy and enthusiasm will be appreciated by upper management as well as your clients.

Networking events come in all shapes and sizes. The “speed networking”, get together or the “talk to everyone in 3 minute intervals”, event is a spin-off of speed dating. “Business after Hours” have been around forever. Organizations meet regularly for lunch and specific events labeled “networking” or “meet and greet” are always publicized for breakfast, lunch or dinner.

For some, these events fill a social need as well as enable you to make specific contacts. A networking opportunity is especially helpful for the start-up business person or small business representative. Don’t fool yourself, however into thinking you don’t need these events. You will find the movers and shakers in the competitive business arena are at the same events and they are “working the room” as seasoned professionals.

I feel every time I walk out my door, to attend anything, anywhere, I’m on my way to a networking opportunity. I prepare myself with a good supply of business cards. I check my wardrobe choice, my accessory choice and make certain I have my breath mints.

Prior planning prevents poor performance, the “5P’s, will contribute much to your success. Always prepare, in advance, for a conference, a sales meeting, a business meal, a charity event, a networking opportunity and especially a board meeting.

Who is hosting the event and who is sponsoring it? What is its purpose, and who will be there? Know the answers to these questions before you head out the door. The final question is; what can you contribute to the event’s success? The following twelve suggestions should be helpful when attending any networking opportunity or event:

• Check your business card supply and make sure your cards are with you even at social or charity events.

• Smiling is contagious so start an epidemic and infect the whole room with yours.

• Shake hands with those you know and introduce them to others. You are the consummate professional.

• Plan ahead of any event and get an idea of who will be there and who you specifically want to meet.

• Look into the person’s eyes when you shake hands and say his name. People love to hear their own name. It also helps you remember it.

• See and be seen. Everyone watches the door to see who is coming and who is leaving. When you enter, stop for a moment then step out of the doorway. Get your bearings and head in the direction you want to go. Chin up, good posture, confident stride, rather than wandering around trying to fit in.

• Avoid two persons talking together. It is a private conversation and should not be interrupted.

• Recognize your peers. You’ll be appreciated as a team player, but don’t spend time talking with them. Cultivate those you don’t know.

• Never write anything on the back of a business card in front of the presenter. Walk away and make your note privately.

• Do not head for the bar or buffet table. It is counter productive. Eat something before you go.

• Be selective. Don’t give your business cards to everyone as if they were flyers at a hardware store opening. It appears pushy and unprofessional.

• Finally – follow-up. Don’t send emails or make phone calls to everyone you meet. Be specific. Don’t waste your time or theirs.

These few networking tips should be used anytime you are out of your office. Remember, it’s not about you, but how you are perceived by others. Be perceived as a thoughtful professional and you’ll be surprised how people will seek you out and look forward to doing business with you.

EFFECTIVE NETWORKINGby Barbara Bergstrom Greetings: Voice . Image . Communications


25INFLUE

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I am very proud of the high quality of our magazine, and am excited about this special issue in which we highlight 25 Influential Hispanics in Central Florida and our HCCMO Chairman of the

Board, Antonio Caravia.

The list of 25 names was compiled by the editorial board of Visión Magazine. I want to offer a special thank you to the editorial board for their hard work and dedication. Each of the board members was given instructions to choose 10 or more candidates who have demonstrated leadership or contributed to the enrichment and growth of the Hispanic community in Central Florida.

Using scoring based on specific criteria in a variety of categories, the editorial board chose 25 nominees from over 100 submitted names. The 25 nominees with the highest scores are represented here in alphabetical order. The HCCMO staff did not participate in the voting process.

I congratulate all of the individuals in this inaugural list. I also congratulate all of the people whose names were considered. It is wonderful to see the leadership and contributions of so many Hispanics living here in Central Florida.

I hope you enjoy reading and learning a little bit more about these 25 Hispanics, who include elected officials, a priest, a news anchor, business men and women, entrepreneurs, executives and CEOs, publishers and a dean.

Leadership comes in small acts as well as bold strokes. -Carly Fiorina

Diana Bolivar Editor in Chief


Ybeth BruzualNews Anchor, Channel 13

Whether she is out and about with her husband and son, surfing, or in front of the cameras, Ybeth Bruzual approaches life with a sense of poise and gratitude. Ybeth is a Venezuelan-Puerto Rican who came to Central Florida when she was 11 years old. She began her career as a television intern, later becoming a news segment producer, and a news assignment editor. Ten years ago at Telemundo Orlando, Ybeth earned a spot as a news anchor. Later, she earned the distinction of becoming the first Latina in Central Florida to anchor a prime-time, weekday newscast at an English-language station. At News 13, she also hosts a weekly program called Political Connections.

Ybeth has earned multiple Paoli Awards, as both Anchor and Reporter of the Year. She is Past-President of the National Association of Hispanic Journalists Central Florida Chapter, and has served on the boards of Shepherd’s Hope Clinic and Lighthouse Central Florida. As one of our most notable journalists, Ybeth admirably represents her Latino heritage and culture to many thousands of viewers throughout Central Florida.

Cesar CalvetPresident, CNL Bank’s Latin Banking Group In 1961, Operation Pedro Pan brought many young exiles from Cuba who went on to become leaders in their communities. César Calvet is one of those leaders whose impact and influence have guided the progress and growth of Central Florida.

After completing a tour of duty in the U.S. Marine Corps, César began a 37-year career with SunTrust Bank of Central Florida, starting as a cash vault teller and rising to become a Senior VP and the bank’s highest-ranking Hispanic executive in Central Florida. Today, he serves as the President of CNLBank’s Latin Banking Group. César’s service to the community includes his board chairmanship of the Greater Orlando Aviation Authority. He also serves as Board Chairman of the American Heart Association of Metro Orlando, and is a charter member of the Board of Directors of the Hispanic Initiative Fund.

César has also served as President of the Hispanic Chamber of Commerce of Central Florida and former Chairman of the Florida Housing Finance Corporation. He earned his BA in Business Administration and Economics from Rollins College.

George AguelSenior Vice President, Sales, Services, Alliance Development & Operating Participants Walt Disney Parks & Resorts During his 30 years in the hospitality business, George Aguel has made multiculturalism an essential asset for business success. Today, he employs his global perspective as the Senior Vice President of Worldwide Resort/Park Sales and Services for The Walt Disney Company. George is one of the pioneers of a Disney cross-functional leadership group that brought diversity to the next level at Disney, and is a co-founder of Disney’s Hispanic Organization for Leadership Advancement (HOLA) diversity resource group.

George is the International Chairman of Meeting Professionals International (MPI). He launched the MPI/Disney Multicultural Initiative which advocates for multicultural “Business-to Business” opportunities within the meetings industry. George is also the past Chairman of the Board of Visit Orlando. As a proud Cuban-American, George has been recognized many times for his accomplishments by his peers. He is a recipient of the Don Quijote Award, and has been inducted into the Hall of Leaders of the Convention Industry Council.

Respecting, appreciating and valuing cultural diversity is a passion and a source for success for George Aguel.


Lou CarrionSenior Executive Advisor, Florida Hospital Lou Carrion learned many lessons growing up with 14 siblings in Ohio: Sharing, caring and respecting others. The lessons were part of a childhood immersed in church and community. When Carrion was 17, his father died of cancer but remained happy till the end. Carrion marveled at his parent’s faith and promised to live with similar integrity.

Carrion, now 61, has fulfilled that promise. His personal success includes his marriage, three kids, MBA and a 35-year telecommunications career that eventually brought him to Orlando. Carrion, a former Sprint executive, was named by Money Magazine as a top Minority Business Leader.

In the past decade, Carrion’s volunteer work has helped hundreds of Hispanic youths in Central Florida. He’s helped them attain scholarships, internships, corporate mentors and skills needed to succeed in life. Carrion has served on Central Florida boards including the YMCA, Junior Achievement, Hispanic Business Initiative Fund and Children’s Home Society.

“My whole purpose in life is to make a difference in the lives of others,” he says.

Dora Casanova-NelsonPublisher & CEO, La Prensa Newspaper Thirty years ago, Dora Casanova Nelson and her late husband Dr. Manuel Toro had a vision for a Spanish-language newspaper that would serve as a unifying voice for the Central Florida Hispanic community. It is a vision that created La Prensa, the oldest Hispanic newspaper in our area. Along with caring for her five children, Dora learned the skills of reporter, typesetter, copy editor and production manager. Today, she serves as the newspaper’s CEO and publisher.

As the Hispanic population in Central Florida grew, so did Dora’s community involvement. She is currently a board member of Barry University School of Law, the Hope Community Center, the Orlando Museum of Art, and serves on the newly formed Hispanic Council of Orange County Public Schools.

Dora is a recipient of the Don Quijote Lifetime Achievement Award, and has been recognized as “Latina Publisher of the Year” by the National Association of Hispanic Publications. Dora is married to Daniel Nelson. She has welcomed her first grandchild. And she remains powerfully committed to the ideals of family and community.

Dr. Leticia M. DiazDean, Barry University School of Law When the Barry University School of Law opened in 1999, it had an assistant professor who would eventually become its dean. Today, Dr. Leticia Diaz is the first Cuban-American woman to become dean of any ABA Accredited Law School in the United States. Dr. Diaz brings a rich background to her leadership role in the study and practice of law. In addition to her Juris Doctorate, she holds a Doctorate in Organic Chemistry and a Nursing Diploma. She also has a deep commitment to social justice and community service.

Dr. Diaz has published widely on issues ranging from consumer protection to matters relating to environmental law. She has participated in fellowships with Merck and the National Institute of Health, and serves on the advisory committee of the ABA’s Commission on Hispanic Legal Rights and Responsibilities. Under Dr. Diaz’ leadership, Barry Law School has grown to 700 students and added significant new facilities. It has also enhanced its reputation for providing graduates with the skills and knowledge required for the competent and ethical practice of law.

“Innovation distinguishes between a leader and a follower.” -Steve Jobs


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Rev. Miguel GonzalezParochial Administrator, St. John Vianney

St. John Vianney Catholic Church in South Orlando describes itself as “a communion of cultures united in the love of Christ.” Leading that communion of cultures is the church’s bilingual pastor, Father Miguel González. Father González is a native of Puerto Rico who worked as an on-air personality and music program director for a commercial Spanish radio station in Orlando before becoming a priest in 1998. Today, he uses his voice and charisma to share a Gospel message of faith and love. In addition to serving as a shepherd to his parishioners, Father González serves as Chair of the National Advisory Council to the United States Conference of Catholic Bishops (USCCB), and Spiritual Moderator of the Orlando Diocesan Council of Catholic Women.

Dr. Jose FernandezDean, College of Arts & Humanities, UCF Dr. José Fernández compares his role as dean of the UCF College of Arts and Humanities to being the “chairman of the Federal Reserve and commander of a United Nations peace-keeping force.” As his university’s first Hispanic dean, he compares himself to the first Hispanic explorers visiting the New World. When he was 12, Dr. Fernández and his family came to the United States where he quickly learned English, but retained his love for Cuban culture and history. He earned his doctorate in Spanish from Florida State University. In 1981, he arrived at UCF as a visiting Spanish-language professor. Prior to becoming dean, he served as the chairman of the Foreign Language and Literature Department.

Dr. Fernández is a prolific author of history and culture, writing dozens of books and articles in both English and Spanish. He is also a highly respected teacher, having won the Pegasus Professor Award, UCF’s highest honor for teaching, research and service.

Today, Dr. Fernández serves as UCF’s highest ranking Hispanic, who still recalls with satisfaction his days playing baseball in Cuba.

In February 2011, she was selected by the White House as one of fifteen National Latino Leaders to meet with President Obama to discuss issues regarding Hispanic Communities. In September 2011, after Rod Smith appointed her as the First Hispanic Outreach Director for the Florida Democratic Party, Betsy successfully coordinated the First White House Hispanic Community Summit, bringing top federal senior officials to meet with the Central Florida community in an interactive policy-making 2 day workshop.

Betsy Franceschini Vice President, Accurate Traffic Counts, Inc.

With over 26 years of dedicated service to Central Florida, Betsy Franceschini has earned respect, support and admiration of all. With graduate and post-graduate degrees from the Catholic University of Ponce, Puerto Rico, over the years Betsy has acquired vast experience serving others in the field of health services, as a businesswoman and in state and local politics, focusing on Political & Minority issues. “At an early age my parents taught me the value of helping others,” she says. “I am inspired by the opportunity to share talents and experiences for the benefit of others.”

Prior to his current assignment, Father González served for 6 ½ years as Director of Vocations for the Catholic Diocese of Orlando. As a role model of a dedicated priest and a witness to God’s love, Father González is a friend and mentor to many thousands throughout Central Florida.

“Management is doing things right; leadership is doing the right things.”-Peter Drucker


MULT 136 Vision Magazine ad v2 MVR.indd 1 6/23/11 10:36 AM

Publisher, Director & Editor, Osceola Star Newspaper In the late 1970s, while operating a tour business in Central Florida, Guillermo Hansen met his future wife - a tourist from Mexico. Today, he and Yolanda are proud parents of two University of Central Florida graduates. Guillermo is a creative innovator who became the first Hispanic to hold several executive positions in the local hospitality industry including Director of International Sales for Circus World, and International Sales Manager for the Hospitality Inn in Altamonte Springs. He also lobbied successfully for improvements to laws governing tourist transportation.

In 1991, Guillermo undertook another innovation, and began publishing El Osceola Star, the only fully bilingual newspaper in Florida. Today, he serves as the newspaper’s director and editor. Guillermo soon became highly visible in local business and Hispanic causes. He founded the Minority Business Council and the Hispanic Business Council. He also persuaded the Osceola County Commission to create an Hispanic Liaison Community Office. As a member of dozens of boards and organizations, Guillermo energizes his entire community with a passion for progress and equal opportunity.

Founder, JHT Incorporated As an Air Force pilot with three Distinguished Flying Crosses, the Meritorious Service Medal and 18 Air Medals, Jim Jardon knows a thing or two about taking calculated risks. After retiring from the US Air Force and working in the training industry, Jim founded JHT Incorporated, a service-disabled veteran-owned firm that today, can be found on the national Hispanic Business Magazine’s “Top 500” list, Florida Trend’s “Best Places to Work” list and the Orlando Business Journal’s “Golden 100” list.

In addition to running a very successful organization, Jim cares deeply about the community, a philosophy that has engendered him into being a very active collaborator in Central Florida. From former Chair of the Hispanic Chamber of Commerce of Central Florida, to the Jim and Renee Jardon Craniofacial Speech Camp Fund, Jim’s time and support is always present. Jim is also an active board member of the Sanford-Burnham Institute for Medical Research, Florida Hospital, and the Orange County Economic Development Commission. As to how he manages to find the time to be such an active member of our Central Florida community, Jim attributes his team’s exceptional leadership and commitment to excellence as the key.

Guillermo “Bill” Hansen

Jim Jardon

Mel Martinez Florida Market Chairman, JP Morgan Chase

While still a teenager, Mel Martinez and his younger brother came alone to the United States from Cuba as a part of the 1962 Operation Pedro Pan airlift. Four years later, he was reunited with his parents in Orlando where he helped to find a job for his father, and used his savings to buy a used car for his family.

After earning his Juris Doctor degree from Florida State University College of Law, Mel returned to Orlando to begin his legal practice. He also served as the President of the Orlando Utilities Commission, the Chairman of the Orlando Housing Commission, and Mayor of Orange County.

Quickly moving to national prominence, Mel became the Secretary of Housing and Urban Development under George W. Bush. In 2004, he became the first Cuban-American to serve in the U.S. Senate. In 2006, he became the first Hispanic to serve as Chairman of the Republican National Committee.

Today, Mel serves as the Florida market chairman for JPMorgan Chase and directs his bank’s global charitable foundation.

“Character matters; leadership descends from character.” -Rush Limbaugh

“The final test of a leader is that he leaves behind him in other men, the conviction and the will to carry on.”

-Walter Lippman


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At OUC, we are committed to weaving sustainability through everything we do while providing clean, reliable and affordable energy and water to our customers. From the Stanton Solar Farm to solar panels on utility poles, we’re making our mark by harnessing the power of the sun.

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Betty Martinez-LoweryManager of Community Relationships, Walt Disney Parks & Resorts Everyone who has met Betty Martinez Lowery know how she lights up a room by making you feel like the most important person in the world.

Throughout her career, Betty has made thousands of people feel important. She taught Spanish and remedial reading before managing the Community Resources Volunteers program at Orange County Public Schools. While there, she connected thousands of volunteers with many thousands of school children. Nine years as the Executive Director of the National Conference for Community and Justice in Orlando followed, as Betty promoted respect for people of all backgrounds.

Later, respect for diversity was a key element in her work as a Manager of Minority Business Development at Walt Disney World. Today, Betty is a Manager of Community Relationships at Disney. Her goal is strategic community outreach through financial and resource contributions.

Betty is also well known as the host of programs on WMFE and her six seasons as executive producer of “Vision” on WRDQ-TV. But mostly she is well known because you can never forget how she lights up a room.

Julius MelendezDistrict 2, School Board Member Julius Meléndez is committed to breaking down barriers that keep people from achieving their full potential. As the first Hispanic member of the Osceola County School Board, he has shown that all people have the ability to serve their community while achieving their own personal dreams.

Julius’ resume is proof that there are no limits for someone who enjoys new challenges. He has served two tours of duty in the Middle East. He has experience as a medic, a screenplay writer, an entrepreneur, a math tutor, and an advisory board member of Hogar CREA, a drug rehabilitation organization.

As a school board member, Julius stresses the need to inspire and motivate students by demonstrating the connection between school and career. He has also served as member of the Osceola County Value Adjustment Board, the Internal Audit Committee, the Osceola County Chamber of Commerce and Hispanic Business Council. With the support of his wife Marjorie and three children, Julius looks forward to his next challenge - a run for the new US Congressional seat in Central Florida.

Mercedes McCallVice President, Regions Bank “Give your dreams a name because with a name they can happen.” With these words, Mercedes Figueroa McCall describes her approach to success in business and in life. For Mercedes, the dream began to take shape when she was 12 years old. A family in New York agreed to care for a little girl from Cuba. Then, when she came to Central Florida, her personal dream grew to include the entire community.

As the Region Executive for Banco Popular, Mercedes sought to enhance business opportunities for Hispanics and non-Hispanics. She also quickly became recognized for her support of initiatives that would strengthen the whole community. Today, she serves as a Vice President at Regions Bank where she oversees small business lending. Mercedes serves on many boards and committees including the Advisory Council of the Small Business Administration of North Florida District.

Mercedes believes that, “a community that opens doors to diversity and innovative ideas will achieve endless growth.” By her example, it is a belief she has proven to be true in Central Florida.

“We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.” -Walt Disney


JIM JARDONJIM JARDONGeneral Coordinator,Farmworker Association of Florida For eleven years, Tirso Moreno, a native of Mexico, followed the harvests from Florida to Michigan. Being a migrant farmworker was hard, often dangerous work. However, one of the hardest things for Tirso involved explaining to his children why they had so little.

Recognizing that working harder often produced no greater benefits for his family, Tirso began organizing for better working conditions, better pay, and a better future. He served as a worker representative for the United Farmworkers Union. In 1983, he became the lead organizer for the Farmworker Project of the Office of Farmworker Ministry in Apopka.

Today, Tirso serves as the General Coordinator of the Farmworker Association of Florida with 8,000 members in locations throughout the state. Employing his organizational skills, Tirso became a co-founder of the Farmworker Health and Safety Institute, and serves on the boards of the National Immigrant Farming Initiative and the Rural Coalition. Citing Cesar Chavez as his hero, Tirso is an advocate for justice and a man with a dream for a better future.

Tirso Moreno JIM JARDONVice President, Global Supplier Diversity,Wyndham Worldwide You don’t need to go much further than José Nido if you are looking for someone that has had a meaningful impact in the local Latino community. This Puerto Rican born executive first got serious about supply chain and procurement management at the suggestion of an Air Force General during his distinguished military service. Little did he know , that he would not only have a successful career in that field, but also become an influential advocate of supplier diversity.

As the current Vice President of Global Supplier Diversity at Wyndham Worldwide, José led a 51% growth in the company’s expenditures from diverse suppliers in 2010, which now aggregate to approximately 14% of total purchases. Nido is proud of the fact that during his tenure, five out of the top 25 diverse suppliers at the global hospitality company are Hispanic-owned businesses. José currently serves as Chair of the Florida Minority Supplier Development Council, an organization that has recognized him with the Supplier Diversity Advocate of the Year Award. He has earned many other well deserved distinctions for his contributions, most recently being named one of Hispanic Business Magazine’s 100 Influential people.

Jose Nido

JIM JARDONDirector, Kissimmee Economic Development Two words can be used to describe Belinda Ortiz Kirkegard: Economic Powerhouse. She is the Director of Economic Development for the City of Kissimmee, the second largest city in our region, with a population that is nearly 60% Hispanic. This public service professional of Puerto Rican and Spanish descent, learned the value of service from her mother, a nurse, and her father, who served 23 years in the U.S. Air Force.

When asked about her role with the City of Kissimmee’s government, Belinda says she envisions herself as an advocate for the business and Hispanic community. As the first Hispanic director-level executive in the city’s government, Belinda knows all eyes are on her. She endeavors to promote the economic expansion of her city in an integrated and parallel way to the entire region’s evolution.

She continues to ensure Kissimmee is well represented “at the table” whenever the topic of discussion is the future economic growth of, not only her beloved city, but also the entire Central Florida region.

Belinda Ortiz JIM JARDONJIM JARDONJIM JARDONCity of Orlando, District 2 For Commissioner Tony Ortiz, listening and communicating are the foundation for effective collaboration. It is the kind of collaboration that creates healthy communities where all citizens’ needs are heard and addressed.

As a marine who served in the Persian Gulf War, and as a police officer in the Orlando Police Department, Tony learned the importance of teamwork. While with OPD, he organized and coordinated his department’s Civilian and Business Academies designed to inform citizens about crime prevention.

As a member of the Orlando City Council, Tony pioneered Neighborhood and Business Councils as a venue for bringing people together to share concerns and develop new ideas. From these conversations emerged the Semoran Business Partnership serving as an incorporated association working for economic growth.

Tony is a Vice President of the Tri-County League of Cities and member of the Board of Directors of the Florida League of Cities. He was born in Manati, Puerto Rico, and has lived in Florida since 1984. His Bachelor of Science degree was awarded by the University of Central Florida.

ComissionerTony Ortiz

“Never doubt that a small group of thoughtful, concerned citizens can change world. Indeed it is the only thing that ever has.” -Margaret Mead


Augusto SanabriaPresident and CEO, HBIF

As Florida’s Hispanic population continues to rise, so does Augusto Sanabria’s influence on the local economy as he pushes the envelope for Hispanic small businesses across the state.

A native of Argentina, Sanabria is the President and CEO of the Hispanic Business Initiative Fund of Florida, the leading statewide Hispanic nonprofit economic development organization.

Through quality business development and training to Hispanic entrepreneurs, HBIF has created more than 2,400 jobs in the past five years, adding roughly $3.5 million in economic value to

Tico PerezCo-Founder, Edge Public Affairs Tico Perez is the son of Cuban immigrants who rose through the ranks to become an Eagle Scout. Today, he serves as the National Commissioner of the Boy Scouts of America.

Tico, who received his law degree from the Georgetown University Law Center, is co-founder of Edge Public Affairs, a company providing governmental relations expertise throughout Florida. He was also a partner in the Baker Hostetler law firm.

Community service is part of Tico’s DNA. He is a member of the Board of Governors of the State University System of Florida. He is a Past President of the Orlando Chamber of Commerce, the Orlando Utilities Commission, and United Arts of Central Florida.

Tico is also well known for his work in the media. He is a political analyst for WESH-TV, hosts “Talkin’ with Tico” on WDBO radio, and has a weekly program entitled “TeleNoticiasExtra” on the local Telemundo affiliate. Believing that, “as long as you can be of service, your job is not done,” Tico has put service at the top of his job description.

Orlando, the Kissimmee/Osceola County Chamber of Commerce and the Tourist Development Council. Reflecting his commitment to the next generation, John is especially proud of his work with the Boy Scouts of America

He is also proud of the contributions made by thousands of hard-working Hispanics to our area’s economic vitality and family-friendly environment. John earned his Bachelor of Science degree from the University of Central Florida and his Juris Doctor from St. Thomas University.

Osceola County, District 2

John Quiñones uses the word “service” to describe his purpose in life. He is a public servant who believes in the values of hard work, faith, and family - the kind of values that shape his role as a husband and a father, and as a commissioner on the Osceola Board of County Commissioners. John is a twice-elected commissioner who currently serves as Board Chairman. His goals include achieving greater economic diversity in Osceola County, resulting in higher wages and enhanced opportunities for generations to come.

John currently serves as Osceola County’s representative on the Board of Directors for MetroPlan

Florida’s community. Besides overseeing all operations of the $1 million-plus organization, Sanabria concentrates on executing outreach strategies for finding new sources of funding for HBIF.

An MBA graduate of the University of Central Florida, Sanabria is a caring husband and father of three small children as well as an avid golfer.

“The key to successful leadership today is influence, not authority”-Kenneth Blanchard

ComissionerJohn “Q” Quiñones


CFP®, MSFS, Private Wealth Advisor, Managing Director, Conrad Santiago & Associates/Ameriprise Financial Services, Inc. Conrad Santiago has been recognized as one of the Top Financial Advisors in the state of Florida for over 20 consecutive years. He has consistently demonstrated to be a knowledgeable and successful professional in his practice at Ameriprise Financial Services and his philanthropic promotion and involvement within the Central Florida community has and continues to be impactful. Santiago was the first President and Founding Member of the Hispanic Chamber of Commerce of Metro Orlando and Founding Member of the Hispanic Business Initiative Fund.

He has served on several boards including being past chair of the American Red Cross, Orlando Health and the University of Central Florida where he was appointed by former Governor Jeb Bush. Conrad was honored with the Don Quijote Lifetime Achievement Award in 2007 and his latest distinction included receiving the 2011Five Star Wealth Manager Award – an honor exclusively for those ranking among the top 3% of wealth managers in Orlando.

Conrad Santiago

Florida State House, District 49

A steadfast supporter of Central Florida’s Hispanic community, Representative Darren Soto was elected to the Florida State House, District 49, in a Special Election in 2007 and subsequently re-elected in 2008 and 2010.

Rep. Soto is a commercial and civil rights attorney proudly practicing law in Central Florida. He is an ardent defender of civil rights and often renders legal services pro bono to the community. In 2006, he was named class counsel in the federal class action brought on behalf of Hispanic voters against the City of Kissimmee in the U.S. District Court for the Middle District of Florida.

Rep. Soto is the son of a Puerto Rican father and an Italian American mother. He earned a bachelor’s degree in Economics at Rutgers University and attended law school at George Washington University in Washington, DC.

An amateur musician, Rep. Soto is a member of a local Latin rock band whose influences include Santana and the Gypsy Kings.

Representative Darren Soto

Yasmin Tirado-ChiodiniAttorney at Law, Tirado-Chiodini, PL

There is no limit to the talents and interests of Yasmin Tirado-Chiodini. From working as a Space Shuttle engineer, launching an award-winning start-up technology company, to pursuing social entrepreneurship, Yasmin embraces life on all levels.

Not incidentally, Yasmin is a Florida Bar-licensed attorney who earned her Juris Doctor from the George Washington University Law School and also has a Masters in Biomedical Engineering from Boston University. She provides legal counsel in business and intellectual property law, among other areas.

Yasmin is a published author, host of her radio program “Pregúntale a Yasmin,” a frequent host of the radio program, “Hablemos de Negocios,” and serves on the Leadership Seminole Board of Directors. A former adjunct professor of ethics and negotiations at the Rollins College Crummer Graduate School of Business, her legacy also includes United Arts, the Florida Bar, Boys and Girls Clubs, Seminole County Public Schools, Labrador Retriever Rescue, and the Orlando Shakespeare Theatre.

Yasmin is an immediate past chair and current Executive Board Director of HCCMO, and enjoys country-living with her family in Oviedo.

“Leadership and learning are indispensable to each other.” -John F. Kennedy


In 2011, with Antonio Caravia leading the way as the Chairman of the Board of Directors of the Hispanic Chamber of

Commerce of Metro Orlando (HCCMO), the chamber experienced one of its most successful years on record despite a struggling economy. The story leading up to Antonio’s most recent success as chairman reveals the kind of courage and commitment that has made him an extraordinary community leader. Antonio’s journey began when he left his native Cuba at the age of 12. Coming alone to the United States as a child refugee, he knew no English, had no money, and did not know what the next day would bring. He was taken to a refugee camp in Miami and was comforted by other Cuban children going through the same experience. He soon left the camp to live for a year and a half with a Cuban family that his parents knew. He then moved to Spain to be with family including his mother; his father had earlier passed away. After three years in Spain, Antonio returned to the United States and finished high school, went to college, and grad school.

After graduation, Antonio landed a job as the international sales manager for a large company, traveling throughout Central and South America. His success was rewarded with a new position as Director of European Operations, working in the Netherlands and Spain for 11 years. These years shaped Antonio’s business career by giving him the opportunity to experience every possible challenge in many different facets of business.

In 1990, Antonio returned to the United States to head the trading operations of CMI, the largest privately held automotive parts manufacturer in the US. While at CMI, he started a new career in commodities management which involved international project financing as a means to barter for metals all over the world, including Russia.

In 2004, Antonio came to Orlando and joined Exterior Walls, Inc., a company formed in 1998, and owned by his two brothers-in-law. As partners in a family business, they have worked very hard to make their specialized construction company one of the leading companies in the area. Many of the city’s iconic buildings

such as West 55 in downtown, the Hilton Hotel, the Orange County Convention Center, the Omni Hotel, Animal Kingdom, and the Peabody have exteriors by Exterior Walls, The company is proud to be a vibrant part of the community, employing over 400 employees, many of them Hispanics, in four different states.

Although his life experiences prepared him for his role as the HCCMO chair, Antonio believes that the measurement of successful leadership within the chamber is entirely different than that of a for profit company. He states that, “Successful leadership in the not for profit world comes from the collaboration you have with volunteers and other dedicated people in the staff and volunteer boards that give their time and collectively prove to you that your leadership results not in personal gain but collective gain.” Under Antonio’s experienced guidance, the HCCMO successfully continues its mission of providing leadership and supporting the economic development of the Hispanic Business community of Metro Orlando.

Tony CaraviaHCCMO ChairCEO-Exterior Walls, Inc

“walk hand in hand with others and still make them feel like you are leading”


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If you already know that cold calling is a thing of the past, why do you keep doing it? Nowadays people are smart enough to know that you are selling them something over the phone with your first five words. Why doesn’t it work?Cold calls usually happen when your prospects are back home from work, eating and relaxing with their families. So your reason for interrupting that is what? The reason your cold calls’ success ratio is probably 1 out of 100 is because not only are you calling when they don’t want to be sold to, they have no idea who you are and your conversation and value proposition are not engaging enough to get them even a bit interested in your product or service. If your value proposition was more like: “I have a check made to “cash” for 10 million dollars and I would like to share it with you”, I guarantee they will be ecstatic to listen to you. Think of how to make your value proposition as close to that as possible! Bad example!Most cold calls start off like this: “Hello sir! We are calling from…” Already your prospect is rolling their eyes and looking for a way to hang up. Why would anyone call someone on the phone without knowing their first name? Answer: because they look at people as numbers and they have another two hundred calls to make in order to get two people to buy. Do you even know their business? Where is the engagement? Asking something like: “Have you ever heard about us?” is not only a bad way to engage, it also lets them know your company is not big in the first place. Do you remember how to approach someone at a bar to start conversation? In order to succeed, treat it the same way! Friendly and fun!

Excellent training.One of the good things about cold calling is that good cold calling training can improve your networking skills. If your company gives you excellent phone training, you will be able to engage faster, deliver a powerful short message, offer value quickly, be short and to the point, and remove all fear of sales through repetition. Bad cold call training will make you think you are doing it right and blame people for not earning sales.

The best way to prospect.Instead of buying leads and wasting their time, your time, and your money, why don’t you work on the best way of prospecting? It is certainly a lot more fun! Networking will build you relationships, engage you face to face with people, help you learn from others and be known so that when you call, they don’t respond with: WHO? Before you connect with any technology or any company, you must connect with people. Networking will earn you more friends, relationships and sales in a week than 1000 cold calls.

Are you cold on the phone?Millo Aldea Fascinated by human behavior and interaction


The new cold call.If your job demands that you make cold calls instead of networking and meeting people face to face, then why not reduce the number of calls and increase the number of sales by doing it in a way that will serve you better. What stops you from researching the person you will be calling? You can find almost any business person’s information by visiting their website or better, going on Facebook, LinkedIn, Google, Google+, Twitter and YouTube. If you do that before calling, you will know what they do, what books they read, how many kids do they have, who are their friends, what are their business topics of discussion, and if they are influential based on the comments of others on their posts and plenty more. Then, you would have valuable information to identify emotion and anchor it with you product or service. If you cannot find any valuable information about them online, you might not have a strong lead in the first place. Are you willing to do the work that it takes to have success on the phone? You want to make sure you know as much as you can about your prospects and their business in order to earn what you are looking for. If not, keep playing “lottery calling”. Little trick up my sleeve for you!Let’s say you are a sales representative for VISION Magazine and you are offering print ads inside of the next edition. If Millo Aldea,

Professional Development

the most engaging and entertaining sales writer and speaker of all time :), is writing an article about sales training, it would be wise for you to contact local sales trainers and sales training companies and offer them ad space on those particular pages. You do that by going on the web and searching for “Florida sales training”. Then you will be provided with a listing of companies. Look at their employees and contact information. Go to Facebook, LinkedIn and the rest of the social media platforms and do your research on each company and all their employees. Learn about their competition. Knowledge of competition is crucial! Now, prepare yourself! Do you have the following information before you make the call: name of contact, business name and service research, engaging question, value proposition and competition? Then make the call like this:

You: Hello John?You must have the name of the prospect.

John: Yes!

You: Are you in charge of company image and promotions for (Company Name)?

Qualify the prospect as the decision maker. If the answer is “yes”, bingo! If the answer is” no”, ask who the correct person would be and ask for his/her phone number or begin your research on that person. Forget about the “How are you sir” stuff. Go straight to business. Maintain the urgency!

You: Great John! I noticed your training service popped up on a search engine as one of the top spots for the local area. What has been some of the testimonials and feed back from your customers?

Thanks to your research, give him credit and engage him with a powerful question that lets him promote himself. This is when the script is flipped and he has the opportunity to sell himself, instead of the other way around. Let him speak! He might come back and ask what is the reason of the call and that is perfect for you so you can cut to the chase even faster.

You: John, the reason I’ve been hoping to connect with you is because I am from VISION Magazine which is distributed to many influential leaders and business people in your local community. We are having a well known writer write an article on sales, which is your expertise, and we wanted to feature either you or Rick Somedude (his competition) as a resource to contact. Would you be interested in being the one we feature? Extra bonus! If you referred to him as the competition of someone that is better known than he is and he still doesn’t take the bite, call his competition who definitely wants to benefit from new customers coming to him by viewing the ad. There’s plenty more where that came from!



The signature event to kick-off 2012 is our 20th Annual Installation Luncheon where we introduce the new Chair and newly appointed Board of Directors for the Chamber. Every year we have the luncheon at the Historic Church Street Ballroom in downtown Orlando. Chamber members and community leaders from Central Florida come to the installation luncheon to support our organization and to see who will be leading the chamber in 2012-2013.

Next is the Hispanic Business Conference (HBC), the event which officially opens the Hispanic Business and Consumer Expo. The HBC will have a few changes this year. We are planning on having more seminars throughout the conference and extending the hours. There is so much to learn and this is a great opportunity to hear from influential leaders and entrepreneurs in our community.

The leading event in its category is the Hispanic Business and Consumer Expo (HBC Expo). The HBC Expo will take place once again at the Orange County Convention Center West Building (OCCC) on the weekend of June 8, 2012. Last year’s HBC Expo was a huge success with over 17,000 in attendance and 360 vendors who featured a wide display of products and services from Hispanic and non-Hispanic entrepreneurs to large corporations from Central Florida, other states and countries. The HBC Expo included the “Feria de Salud” health fair, free small business entrepreneurial and motivational seminars, networking opportunities, art gallery, kids’ corner, stage with international artist and so much more. The mission of the Expo is to provide an environment to strengthen the economic development and community integration between businesses and the Hispanic community in the region.

Finally, with 2012 being an elections year, the HCCMO will host a Political Hob Nob. This event is presented during election years and it gives the candidates an opportunity to showcase and present themselves to the community at large. The purpose of the Political Hob Nob is to educate our community on who could potentially be our future leaders and making decisions that will affect us all.

HCCMO Update

Happy New Year! 2012 has arrived and the first half of the year is full of events. We will continue to have our Business After Hours, B3 seminars, J.R. Roman motivational seminars, HCCMO Community Connections, Leads Group meetings, Café with the President, radio program “Hablemos de Negocios”, Vision Magazine, Vision Express, etc. In addition to our regular events and programs, we will also host our signature events, these events will consist of the Installation Luncheon, Hispanic Business and Consumer Expo, Hispanic Business Conference and Political Hob Nob.

Luncheons, Expos, Conferences and more...

“Our mission is to provide leadership and support the economic development of the

Hispanic business community of Metro Orlando”

THE VISIONTo be the leading Hispanic business voice of Metro Orlando.

The Hispanic Chamber of Commerce of Metro Orlando is the largest business-related organization that represents the Hispanic community in Central Florida and has for over 18 years been an essential voice for the Hispanic business community.

The Hispanic Chamber has over 1,000 members in Central Florida.Members actively participate in events and programs to enhance business development opportunities, business exposure and their network of contacts. As a member of the Chamber, you can benefit from these remarkable programs and events!

FORWARD THINKINGA NEW ERA OF BUSINESS SUPORT

To strengthen the relationship with Hispanic companies, organizations, professionals, corporations and the numerous cultural and civic entities in Central Florida

To serve as the gateway for large organizations/national corporations to connect with the Hispanic business community

To support other organizations that recognize individual cultures and promote Hispanic integration allowing for the preservation of the Hispanic heritage

To recognize the achievement of Hispanic individuals and companies that have a positive influence in our community

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BUSINESS MODELOur job is to develop and implement programs, events and services aimed at improving the economic development of Hispanic businesses in Central Florida.

“Evolving to a new Era of Business Support”

BUSINESS EXPOSURE ANDRECOGNITION

BUSINESS DEVELOPMENT OPPORTUNITIES

BUSINESS NETWORKING

7:00 A.M. - 7:30 A.M.

Magazine/E-Newsletter

HCCMOEVENTS/PROGRAMS

by Christine Peña











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BUSINESS NETWORKING

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Greater expectations.Few expect a hybrid to be luxurious. Even fewer expect a luxury sedan to be fuel-efficient.* Maybe it’s time we all expected more. The 2012 Lincoln MKZ Hybrid.The most fuel-efficient luxury sedan in America.

It’s not just luxury. It’s smarter than that. Find out more about fuel-efficient Lincoln vehicles at LincoLn .com .

*EPA-estimated 41 city/36 hwy/39 combined mpg. Actual mileage will vary. Excludes diesels.

22525-111020637LMDA 01621MAG ADN/A

2012 LINCOLN MKZH | ATLANTA TM MAGAZINE

NICHOLLN/ARAMEN

MANSFIELDN/A

8” X 10.5”8.5” X 11”9” X 11.5”4C

300100%100%

LMDA01621_2252511_MKZH_R01.inddN/AN/ASABBAGHHOLLOWAY

COVINGTONN/AN/AGEER

N/AWYATTN/AN/A

FOSTERSIDOR

1 1 12/01/11

41 CITY MPG

LMDA01621_2252511_MKZH_R01.indd 1 12/1/11 5:48 PM


SAVE THE DATEHISPANIC BUSINESS & CONSUMER EXPO

www.HBCExpo.com

8-10 JUNE 2012FRIDAY - SUNDAY

Orange County Convention CenterWest Building - 9800 International Drive - Orlando, FL 32819

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Vision Magazine #9 - Jan-Feb-Mar 2012

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