DALLAS (By Mercedes Olivera, Dallas Morning News) August 12, 2007 — At a time when many U.S. business owners are feeling the depressing effects of raids and legislation targeting illegal immigrants, many Latino business owners can still see a ray of hope.

And they are thriving.

Some of that optimism and entrepreneurial spirit will be on display this weekend at the Viva Dallas! Hispanic Expo presented by the Greater Dallas Hispanic Chamber of Commerce at the Dallas Market Center.

Now in its fifth year, the event is expected to draw more than 25,000 people to explore new companies and products aimed at the growing Hispanic population in North Texas and across the country.

More than 300 vendors and exhibitors are participating. Health screenings, immunizations and exercise demonstrations will be available from 9 a.m. to 6 p.m. today and from 10 a.m. to 5 p.m. Sunday.

In an effort to build awareness of just how mainstream the Latino business community is becoming, organizers added a TexFest outdoor music festival to attract the general public, chamber president Cici Rojas said.

The funk band War will perform along with mariachi singer Nydia Rojas and the Carabali Salsa & Merengue Band.

"In order to ensure a diversity of participants, we decided to feature a music festival that would showcase a diversity of music," said Ms. Rojas, the chamber president. "We're going mainstream because our numbers are climbing. And we believe this is a positive thing."

The latest census figures released this week show that, at 37.7 percent, Latinos are now the largest ethnic group in Dallas County.

Accompanying this growth is an increase in Latino business activity, which bodes well for the local economy, Ms. Rojas said. As the number of Hispanic-owned businesses grows so do the number of jobs and affluence.

"Now they're beginning to become more actively involved in giving back to their community," she said.

Ultimately, that also means becoming more politically involved and aware of how to become better educated in voicing their concerns at the state and municipal levels about punitive regulations that affect all small businesses.

The Dallas Hispanic chamber is one of 26 chambers that will benefit from one of the largest grants made by the AT&T Foundation to the Texas Association of Mexican American Chambers of Commerce.

TAMACC received $195,000 at its recent state conference in San Antonio. It will use the funds to connect its member chambers and educate them on new technology and leadership programs.

The Dallas chamber also will use its portion of the funding to share information with its corporate partners, elected officials, business and civic organizations, and individuals.

TAMACC president John Guerra said the 32-year-old organization has reached a level where "it needs to demonstrate stronger advocacy for Latino businesses," many of which face the same issues as all small businesses in the U.S.

Their top three concerns, he said, all deal with access – to capital, to health-care coverage and to qualified employees.

But Latinos still have a long road to travel before they reach parity.

"The complexion of the state is changing, and the consumer base in changing," he said. "And if it's good for Hispanic business, it's good for Texas."

The latest demographics also will be at the top of the discussion this weekend at the 20th annual state conference of the Hispanic Women's Network of Texas.

The conference started Friday and will continue today at the Adam's Mark Hotel in Dallas, where the organization was born 21 years ago with the goal of encouraging Latinas to enter public, corporate and civic life.

Carmen García, the group's state chairwoman, said many Latinas may still be unaware of the changing demographics in the state, even though the organization itself is changing.

"Our chapters are changing," she said. "A lot of younger Latinas are coming in and asking, 'How do we assume leadership roles?' And they mean business."