The Latin Connection If you aren’t marketing to the region’s Hispanics yet, there’s only one question—Why not?.

Last March the Grammy Award-winning Mexican musical group Los Tigres del Norte—perhaps the best-known band in all of Latin America, often referred to as the “Beatles of Mexico”—played to 4,000 well-dressed fans at the Sarasota-Bradenton Convention Center. Three-quarters of them had paid $60 per ticket, and the party went on until 3 a.m. Los Tigres del Norte has sold more than 50 million albums and performed before crowds as large as 150,000. Yet despite their international fame, there was no mention of the group’s concert in the local Anglo media.