SAN DIEGO — Thousands of people are in Downtown San Diego for the annual L'ATTITUDE Conference, held at the Manchester Grand Hyatt.
The four-day event is the largest of its kind in the United States, focusing on the new mainstream economy driven by Latinos.
More than 6,000 people from all over the world are expected to attend the conference.
The goal is to bring in Latinos from different industries and allow them to network and build on their ideas.
"This is a very young demographic and I think not looking at this as a consumer power and as a cohort that’s driving growth is a big miss," said Silvana Montenegro, the Global Head of Advancing Hispanics and Latinos for JP Morgan Chase.
On day one of the conference, a new report was released which revealed Latinos contribute $3.6 trillion to the GDP, and have more than $3.7 trillion in purchasing power.
The conference draws some of the biggest names in tech, finance, media and more.
In years past, speakers at the L'ATTITUDE conference have included former President Barack Obama and superstars Gloria Estefan and Jennifer Lopez.
This year, some of the speakers include the CEOs of ESPN, TIME Magazine, Ulta Beauty and a concert at the Rady Shell performed by Puerto Rican singer Luis Fonsi.
Topics discussed will range from Latinos in sports to how companies gear their advertising toward the Latino cohort.
"There are reports every day that you will see only at L'ATTITUDE because we do original thinking, we do all the data and it brings great conversations on stage," said L’ATTITUDE co-founder, Sol Trujillo.
The conference started back in 2018 and has more than doubled in size since then.