Kevin F. O’Donnell, Assoc. AIA, Schorleaf Inc., Phoenix

      According to the 2000 census, the Hispanic population is the fastest growing minority group, is now the largest minority group, and is the majority population group in many parts of the country. Over time, as this group becomes more acculturated and adopts American customs, American culture will be equally influenced. Using case study projects, explore varying ways to approach design catered to the Hispanic customer.

Learning objectives:

• Describe the cultural commonalities and differences among the more than 20 different Hispanic countries of origin
• Identify the degree of acculturation of Hispanic consumers that correspond to a number of factors, including time spent living in the United States, connection to friends and family also living in the United States, connection to friends and family still living in their country of origin, and the impact of having children while living in the United States
• Discuss the direct connection between architecture, the physical environment of retail venues, and Hispanic brand.