Hamilton Herald Masthead


Front Page - Friday, November 23, 2018

La Paz praises local diversity efforts

La Paz Chattanooga is working with local businesses to provide marketing resources and diversity training.

Among the businesses to work with La Paz on this effort is the Tennessee Aquarium, which has held multiple cultural competency trainings for its staff and participated in a secret shopper study to include feedback given by Latino “shoppers” on how to improve their inclusivity with marketing materials and bilingual staff and volunteers.

“Partnering with La Paz to train our team to interact and make our Latino guests feel more comfortable visiting the Tennessee Aquarium will help both our revenue numbers and our guest satisfaction scores,” says Keith Sanford, president and CEO of Tennessee Aquarium.

Vision Hospitality has broadened their diversity efforts by including Spanish-speaking interpreters for their staff meetings and translated human resources materials – including a Spanish voiceover for their popular employee welcome video.

Other local companies, like EPB, have reached out to La Paz to help them better tap into the Latino market via advertising efforts. In conjunction with marketing their new Latino Channel package – released earlier this year – La Paz and EPB hosted a launch event branded “Mundialito” (Little World Cup) to engage the Latino community and promote the service in time for the 2018 World Cup.

Other businesses and agencies La Paz has worked with include Chattanooga Symphony & Opera, CARTA, Chattanooga Police Department, Chattanooga 2.0, the City of Chattanooga, Tech Goes Home, NECA, The Lookouts, M&M Industries, Southern Champion Tray, and the Hamilton County Department of Education.

For more information, email Angela Garcia at agarcia@lapazchattanooga.org.

Source: La Paz Chattanooga