SAN DIEGO — The annual L’ATTITUDE conference is returning to San Diego this week.
More than 6,000 people are expected to attend the four-day event, which kicks off at the Manchester Grand Hyatt on Thursday.
The conference is the largest of its kind in the United States, which focuses on the new mainstream economy driven by the Latino community.
Since its inception in 2018, the L'Attitude conference has featured big names like former President Barack Obama, and superstars Gloria Estefan and Jennifer Lopez.
"I simply describe L’ATTITUDE as a 21st-century event, business event focused on what I call the new mainstream economy in 21st-century America," said Sol Trujillo, one of L’ATTITUDE's co-founders.
The four-day conference draws Latinos from a variety of industries, giving them a chance to network and build on ideas.
In addition, this year, Trujillo says new data will be shared showcasing just how much power and influence the Latino cohort has on everything from sports to advertising and the GDP.
"The Latino demographic has become dramatically powerful, economically, very sizable, very cultural, impacting and affecting the United States in a way that we can sustain our economic leadership in the world because the Latino cohort is big, it's growing, it's productive, and that's what the event also does, is bring data to the story," said Trujillo.
Some of the speakers this year include the Chairman of ESPN, as well as the CEO’s of TIME magazine, Ulta Beauty and a concert at the Rady Shell performed by Puerto Rican singer Luis Fonsi.
"He's going to do a concert Saturday night, and all those that want to come and see it, get your tickets now, because it's going to be a great concert. But, also, he's doing his first movie, and it's going to be first exposed at L’ATTITUDE in terms of his movie, it's a romantic comedy. And also he sings the first song he's ever sung in English," said Trujillo.
Despite the Latino focus, Trujillo says the conference is for everyone.
Trujillo says he’s proud that over the past six years, it's doubled in size, with attendees now flying in from all over the world.
“And that's what L’ATTITUDE brings out. It's the specialness of our country. It's not just about Latinos and Latinas, yes, they're the featured actor in this movie, but at the same time, it's about our country," he said.
Tickets to the L’ATTITUDE conference are still available.
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