It's official: Latinos are the new majority across the Coachella Valley.

Their numbers are up, and dramatically so.

In 2000, roughly 122,000 Latinos called the valley home.

In 2010 U.S. Census data released Tuesday, that number is now 187,900, a 54 percent increase. The total includes the valley's nine cities, Bermuda Dunes, Mecca, Thermal and Thousand Palms.

The 65,900-plus Latinos gained in the past decade across the valley are nearly the equivalent of adding another Desert Hot Springs and Palm Springs.

Proximity to the border, available jobs, lower housing costs and weather are among some of the reasons why Latinos might choose to live here, some local Latino residents said.

“They feel like they're at home,” said Erika Omier, a Spanish teacher at Palm Springs High School. “If you go to Montana or Seattle, you're not going to feel like you're at home.

“When you're in California, you feel like you're in Mexico or Nicaragua.”

Erika Omier and her husband, Julio Omier, an assistant principal at Raymond Cree Middle School, are among the valley's recent transplants, having moved here from Oregon five years ago.

Erika Omier is originally from Mexico, Julio Omier from Nicaragua.

For an educator passionate about English language learners, as Julio Omier is, California was the obvious choice. READ MORE

Despite "significant" job growth in sectors with high Hispanic participation, Latinos face ever greater job insecurity, according to a report released Monday by the National Council of La Raza.

While Latinos "are making important contributions to the industries that are helping drive our economic recovery," they remain "in a precarious position when it comes to keeping their jobs and advancing in the labor market," Eric Rodríguez, NCLR Vice President of Research, Advocacy and Legislation, said in a statement accompanying the report.

Citing Labor Department statistics, NCLR notes that the service sector contributed most of the 192,000 jobs created in January and February, especially in areas of high Latino representation such as administrative services and waste management, nursing, residential care facilities for seniors and truck transport.

In 2010, Hispanics made up 17 percent of the labor force in the area of home nursing care, and 15 percent of general nursing and residential care facilities. At the same time they made up 29 percent of storage services, 21 percent of "transportation support activities," and 16 percent of the truck transport sector.

However, February was the third consecutive month during which Latinos exited the workforce, which probably contributed to the slight lowering of their unemployment rate to 11.6 percent in February, compared to 11.9 percent the month before.READ MORE

In 2010, Americans started their own businesses at the highest rate in 15 years—but they were more apt to go at it alone, says a new study.

According to a study done by the Ewing Marion Kauffman Foundation, there were 565,000 new businesses created per month in 2010 (.34 percent of American adults created them). That's the same as the 2009 rate, but an uptick from 2007, and "represents the highest level over the past decade and a half," says the study. But the rate at which these businesses employ others dropped from .13 percent in 2007 to just .10 percent in 2010.

"Since it began, the recession has triggered annual declines in the rate of employer enterprise births," Carl Schramm, president and CEO of the Kauffman Foundation, said in a statement. "Far too many founders are choosing jobless entrepreneurship, preferring to remain self-employed or to avoid assuming the economic responsibility of hiring employees. This trend, if it continues, could have both short- and long-term impacts on economic growth and job creation.

The Kauffman Index of Entrepreneurial Activity, as it's called, tracks businesses from their first month of significant activity. (The owner must spend at least 15 hours per week on the business for two months consecutively, to rule out part-time business owners and very small business activities.)

Other study findings:

By race, Latinos' entrepreneurial activity increased the most. Latino business-creation rate rose from .46 percent in 2009 to .56 percent in 2010, the highest rate in 15 years. Entrepreneurial activity by Asians also rose, from .31 percent in 2009 to .37 percent in 2010. Business creation by African-Americans and non-Latino whites declined.

Immigrants were more than twice as likely to start businesses each month than were native born. The immigrant start-up business rate jumped from .51 percent in 2009 to .62 percent in 2010. The native-born rate is .28 percent. READ MORE

I grew up in Laredo, Texas, where the Latino population has always hovered close to 90 percent. I don’t remember being conscious of that, there were no Latinos or non-Latinos, we were all just people. Everyone had rich vowels in their names, mixed Spanish with their English and had tíos and primos.

So the recent revelation that Latinos will be the majority in Texas by 2040 was, for me, a foregone conclusion. Even all these years later, living in San Antonio for more than 25 years, the announcement that Latinos are 63 percent of the city’s population is not culturally astonishing or politically sobering. It is what it is, and that’s all.

In places other than Texas the fact is surprising, as if Latinos crept from behind the woodwork to be suddenly noticed by an unsuspecting majority. The more genteel folks thinking: “It’s not so much that they’re Latinos, it’s just that there are so many of them.” And we’re young and still reproducing at a championship rate: 95 percent of the children born in Texas, according to the Census count, are Latino. But here’s the thing: They’re also Texan, and American.

There’s a wise Spanish saying that goes como me ves, te veras, as you see me you will see yourself. It applies here. As Texas is today most parts of the country will be in the not too distant future. I see it as a great opportunity. READ MORE

Fresh off last week’s U.S. Census data showing phenomenal growth among Oregon Latinos, particularly in the Portland area, comes an interview with the head of a leadership development program aimed at teaching Latino community members how to become involved in city government.

Cynthia Gomez, a program director for the nonprofit advocacy group Latino Network, says the Diversity and Civic Leadership Academy has produced more than 50 alumni to go along with 40 participants who are currently enrolled in English- and Spanish-speaking versions of the program.

The program’s emphasis on community service was a factor in Latino Network’s being honored earlier this month (see video below) as an Innovation Awards Winner by Hands On Greater Portland, a nonprofit that matches individuals with volunteer opportunities in the metro area.

Latino Network is one of five nonprofits involved in a five-year, $1.5 million initiative to increase civic involvement within Portland’s racial and ethnic minority communities, including creating a diverse pool of people who can serve on city advisory committee and boards. READ MORE

BabyCenter®, the #1 pregnancy and parenting online destination worldwide, has released the results of a comprehensive study about Latina moms. The Hispanic Moms Acculturation study, part of the 21st Century Mom™ Insight Series, offers key insights into the influence of acculturation on moms' behaviors and preferences related to shopping, mealtime, media consumption, and more.

(Logo: http://photos.prnewswire.com/prnh/20110214/CL46994LOGO-a )

The acculturation study interviewed 2,479 Hispanic and 1,472 non-Hispanic moms across BabyCenter® en Espanol (www.babycenter.com/espanol) and BabyCenter® (www.babycenter.com). The Hispanic moms ranged from recent immigrants to native-born English-speakers.

With one in four babies born in this country being Hispanic, and Hispanics representing 55% of the population growth in the United States, this study sheds new light on the behaviors of Latina moms as they go through the acculturation process and integrate elements of American culture with those of their own heritage. Additionally, the study aims to provide marketers with insights about how best to reach this diverse and fast-growing audience.

Isidra Mencos, editorial director of BabyCenter for the Americas and Spain, says, "While Hispanic moms are linguistically diverse, culture acts as a powerful force for uniting them. Marketers that integrate authentic cultural elements into their media can craft a message that resonates with Latina moms' deepest values and aspirations."

Shopping: Hispanic Moms Are Brand Loyal and Love to Shop With Their Families

Across all levels of acculturation, Latina moms are much more likely to purchase brand-name CPGs. Additionally, Latina moms are much more likely than the general population to purchase global heritage brands that resonate emotionally. This presents a great opportunity for CPGs facing competition from less expensive generic brands, especially in these difficult economic times.

Hispanic moms are avid consumers, with 57% saying they love to shop vs. 30% for the general population. This behavior diminishes, however, as they become busier and acculturate. Shopping is also regarded as a family affair. Hispanic moms are three times less likely to shop alone. Despite stereotypes about machismo, 54% of Latinas share their purchase decisions with spouses or partners vs. 44% of non-Hispanics. READ MORE

Facebook gets people in trouble all the time. From ending relationships to derailing careers, the most popular social network in the world is a place where using caution is paramount.

But for one Spanish nun, not even her good deeds were enough to keep her from getting kicked out of her convent because of Facebook.

María Jesús Galán, known as "Sor Internet" or "Sister Internet", told a Spanish newspaper she was asked to leave her convent because she was on Facebook too much.

The 54-year-old Dominican nun spent 34 years at the convent and spearheaded the effort to modernize its archives. She painstakingly transferred the ancient texts to computer and won a local government award in 2008 for her work, The Telegraph in London reported.

Galán said that jealousy from a few of the nuns came to pass and that, in the end, they won, Spain's El País reported on its website. But she told the paper that she didn't want to elaborate further. "Everything has already happened and its not worth it to dwell on the injury," she said in Spanish. READ MORE

More than a third of Texas residents are Latinos, according to new figures from the U.S. Census Bureau, which show that Hispanics have also increased their presence significantly in Oklahoma, Illinois and South Dakota.

Texas was the state whose total population grew the most between 2000-2010, by 4.3 million people, or 20.6 percent, to more than 25 million, second only to California.

Sixty-five percent of that demographic increase was due to Hispanics, which now number 9.46 million.

In the last decade, Latinos have gone from 32 percent of the Texas population to 37.6 percent, compared with 45.3 percent whites, 11.3 percent African Americans, 3.8 percent Asians and 1.8 percent other races.

Census figures show that Hispanics predominate more and more in the youth demographic of Texas, representing 48.3 percent of state residents under 18, up from 40.5 percent in 2008.

Meanwhile young whites have dropped from 42.6 percent of Texas's under-18 population to 33.8 percent.

That demographic shift increases Hispanics' chances of becoming the largest group in the state by 2015, as many experts predict.

In Dallas County, the state's second-most-populous, Hispanics already make up 38.3 percent of the more than 2.3 million inhabitants, while whites represent 33.1 percent of the total.

The same trend can be observed in the other two most populous counties in Texas: Harris, where Houston is located, along with Tarrant, Bexar and Travis. READ MORE

It is common knowledge that glass ceilings serve to keep women from reaching the highest echelons of power, authority and influence. What we also know is that breaking through those glass ceilings is even more difficult for even the best qualified Latinas. This panel, Latina Glass-Ceiling Busters and Their Stories, will be presented on Saturday morning, February 19, and feature four women who have broken through the glass ceiling in their respective fields. They include Alexandra Martinez, Assistant Dean for Enrollment Services at the Harvard Kennedy School; Yvette Donado, Sr. Vice President at the Educational Testing Service; and Carolyn Curiel, former presidential speechwriter and now with Purdue University.

Rosa Rosales
National Hispanic Hero Award

Rosa Rosales has dedicated more than 30 years of her career to empowering the Latino community. She co-founded the United Public Employee Association and worked as a Field Supervisor in the Neighborhood Anti-Crime Program and as a Field Supervisor and later as Regional Director of the National Association of Government Employees. Rosa served as Office Director of the Service Employees International Union and then founded and is the Director of the National Association of Public Employees, a San Antonio-based union. She held several positions of leadership as a member of LULAC before being elected National President. Rosa earned a B.A. degree in liberal arts from the University of Michigan.

Alex Nogales
Cesar E. Chavez Community Service Award

During his early years as a farm worker Alex began to see how Latinos were being mistreated and, when he had the opportunity, he made the decision to work on behalf of Latinos.  A media professional, he has fought for the civil rights and the inclusion of Latinos in radio, film, and television.  He has led boycotts against advertisers and petitioned the Federal Communications Commission to deny broadcast licenses to anyone who would use the airwaves to spread hate against Latinos or demonize immigrants.  Among many other causes Alex has led the fight against hate speech and has opened the doors for Latino professionals in all areas of media and entertainment.

Moctesuma Esparza
Henry L. (Hank) Lacayo Lifetime Achievement Award

Moctesuma Esparza is an award-winning producer, entertainment executive, and entrepreneur. A highly regarded professional, he has worked with stars such as Robert Redford, Jennifer Lopez, Andy Garcia, Jimmy Smits, Martin Sheen, Robert Duvall and Halle Berry. His films include Price of Glory, Selena, The Ballad of Gregorio Cortez, and The Milagro Beanfield War among others. A lifelong community activist, he has dedicated his career to creating more opportunities for emerging Latinos and transforming the images of Latinos in Hollywood. Among his many honors are an Academy Award nomination, a Golden Globe nomination, an Emmy Award, a Clio Award, and a Cine Golden Eagle Award.

Mike Pizana
William C. (Willie) Velasquez Volunteer of the Year Award

Mike Pizana is deeply committed to volunteer service and has held leadership positions in the LULAC Council in Whiting, IN, LULAC Council 313 in South Chicago (IL), the Board of the Lake County, Indiana Child Abuse Prevention Council, and the East Chicago (IN) Civic Little League. Mike is a graduate of Calumet College of St. Joseph in Whiting, IN. After working for Congressman Pete Visclosky, he accepted his present position as Campus Safety Operations Supervisor at Roosevelt University. Mike has volunteered with USHLI for the last 10 years, so he is being honored as our Volunteer of the Year, not just for one year of service but for 10.

The "Reality of Disparity in Media and Entertainment" panel will feature high-powered experts in the fields of electronic and print media and film and focus on the under-representation and underutilization of Latinos throughout the media and entertainment industries. Alex Nogales, President of the National Hispanic Media Coalition, will provide the background that statistically documents the disparities. Syndicated columnist Ruben Navarrette will focus on the print media. Rick Najera, an award-winning actor, writer, director, and producer with credits in film, television, theatre, and Broadway will zero in on the television industry, and Moctesuma Esparza, an award-winning producer, entertainment executive, entrepreneur, and community activist will focus on the film industry. The session will be presented on Friday afternoon, February 18.

Dr. José M. Hernández

After applying numerous times over a period of 12 years, Dr. Hernández was finally selected by NASA for its astronaut training program in 2004, which he completed in 2006. In June 2008 he was one of seven astronauts selected to train for a mission to the International Space Station. As a Mission Specialist 2 and the crew's flight engineer, Dr. Hernández was the primary robotics operator and navigation computer expert. On August 28, 2009, his lifelong dream was finally fulfilled when he boarded the space shuttle Discovery and blasted off into outer space on a journey that would end on September 11, 2009; but it was also an experience that will last a lifetime. Dr. Hernández started his journey into outer space while working in the fields in California as a migrant farm worker. He was 10 years old when he first saw astronauts land on the moon and the dream began. When Dr. Hernández was a senior in high school, Dr. Franklin Chang Diaz became the first Latino astronaut in 1980, and the breaking of that barrier paved the road that he would travel for the next 28 years until he climbed into the cockpit of Discovery. As a proud member of the Society of Hispanic Professional Engineers and LULAC, his mission now is to help other young Latinos develop their potential, reach their goals, and fulfill their dreams.

“Latina women are the decision makers and influencers of over 80% of all purchases made in U.S. Hispanic households,” according to Jackie Bird, CEO, Redbean Society, LLC, previewing her presentation, “Latina Shoppers Unveiled! The Segmentation of Shopping Behavior Among Latinas” for the 7th annual M2W(R) – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

“Latina women are a very powerful group as they control the $1.4 Trillion buying power of Hispanic households,” Bird explained. She’ll draw on the findings of the first ever Latina Shopper Study conducted in the US in collaboration between the Redbean Society and New American Dimensions and with the support and sponsorship of top marketers including Pepsico, Sara Lee and VISA.

“The study and my session will help marketers see Latinas in a new light and learn how to strategize and increase their share of Latina purchases. They’ll learn and understand the dynamics of shopping behavior among four distinct Latina shopper archetypes: Exploradoras, Digitalistas, Pragmáticas and Fre$itas. The bottom line is to help marketers improve their targeting criteria and influence more purchases across Hispanic households.”

“M2W(R) is annually attended by Fortune 1000 senior brand marketing executives who target women. Registration has included companies as diverse as Harley-Davidson, Bayer, Aetna, ESPN, Kraft Foods, Ford, GM, Johnson & Johnson, Kellogg, Diageo, Walgreens, Wells Fargo, NBA, Burton, Ampersand AD, L’Oreal, Kodak, ConAgra and Whirlpool. They attend,” according to Nan McCann, M2W(R) producer, “because they recognize the importance of reaching women – who control 85 % of all consumer purchasing in virtually every product category.” READ MORE