Understanding Hispanic Commerce and Community
Reporte de Negocios Hispanos en Winnemucca
WINNEMUCCA
Hispanic Business Report • Nevada 2004
Produced by:
The University of Nevada, Reno
Nevada Small Business Development Center, College of Business Administration
Department of Geography, College of Science
and
The Hispanic Chamber of Commerce of Northern Nevada
Funded by:
U.S. Small Business Administration
Project Management by:
International Professional Development Services
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WINNEMUCCA HISPANIC
BUSINESS REPORT
Acknowledgements
This report is a collective effort of many partners
dedicated to economic development for Hispanic businesses. Special acknowledgements are due to
• Winnemucca Hispanic businesses — for sharing
their histories, profiles, and needs;
• Bill Sims, Nevada Small Business Development
Center — for facilitating information, coordinating efforts, as well as providing pictures;
• Humboldt Development Authority, Humboldt
County and the City of Winnemucca for their ongoing
support of the Nevada Small Business Development
Center;
• Kate Berry, Geography Department, University of
Nevada, Reno, Vanessa Burch and Melissa Marin — for
interviewing businesses, researching and writing;
• Brian Bonnenfant and Brian Kaiser, Nevada Small
Business Development Center, University of Nevada,
Reno — for researching, compiling, mapping, interpreting data and writing;
• Peter Padilla, Eduardo Wagner, John Cetina and
the members of the board of the Hispanic Chamber of
Commerce of Northern Nevada (HCCNN) — for providing insight into the Hispanic business community and
researching business needs;
• Leslie Mix — for leading efforts with HCCNN to
initiate this project;
• Marcel Fernando Schaerer — of International Professional Development Services (IPDS) — for researching and summarizing the information, as well as acting
as project manager; and
• The U.S. Small Business Administration — for funding the development and publication of this report.
Thanks are also due to Dennis Lundbom with Sak
‘N Save; and Sam Males, Winnie Dowling, Bill Sims, Jeff
Hardcastle, Emily Hertel, and Mariana Villacorta at the
Nevada Small Business Development Center located
at the University of Nevada, Reno College of Business
Administration.
This material is based on work supported by the U.S. Small Business
Administration. Any opinions, findings, conclusions or recommendations expressed are those of the authors and do not necessarily reflect
the views of the SBA.
• Design by Claudia Ortega-Lukas, University of Nevada, Reno
• Photography by Bill Sims unless otherwise noted.
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
CONTENTS
WINNEMUCCA HISPANIC
BUSINESS REPORT
President, University of Nevada, Reno
Foreword
About this Report
SECTION I
HISPANIC BUSINESSES IN WINNEMUCCA
• Who are the Business Owners?
• La Familia and the Small Business
• Business Operations
•Who are the Customers?
SECTION II
HISPANIC CONSUMERS PROFILE
• Hispanic Consumer Demographic Profile
• Hispanic Consumer Expenditures
SECTION III
APPENDIX
• Complete Geodemographic Analysis
by Winnemucca Neighborhood
• Analysis of Hispanic Annual Consumer
Expenditures by Winnemucca Neighborhood
SECTION IV
CONTACT INFORMATION
3
4
6
As the state’s historic flagship research and land-grant university, the University of Nevada,
Reno serves as the Silver State’s strategic partner and ally in achieving statewide economic,
environmental, social, health care and educational advances. We seek to improve the quality of
life in Nevada and to bolster the economies of cities and towns across the state through outreach
projects like this research report, produced by our innovative Nevada Small Business Development
Center, directed by the College of Business Administration in collaboration with the Department of
Geography in the College of Science.
Our University is working very closely with members of the Hispanic community to prepare
students for enrollment at our institution, while also cultivating the successes of Hispanic students
already on our campuses — a number I’m pleased to report has more than doubled in the past
decade.
The Nevada Small Business Development Center plans to create a follow-up report for Hispanic
businesses in the Las Vegas area. We also are hopeful that our “how-to-source-book” will enable
other small business development centers around the country to replicate the research behind this
report so that similar demographic information also can be helpful in other communities.
Eduardo Alberto Wagner
Director, Hispanic Chamber of Commerce of Northern Nevada
The Hispanic Chamber of Commerce of Northern Nevada (HCCNN) values its partnership
with the University of Nevada, Reno. This project reflects our close working relationship with
university-based programs that enhance HCCNN’s outreach efforts to our constituents. These
same programs also help foster business-to-business collaborative efforts that contribute to
the enhancement of the economy for the entire community. We appreciate the university’s
commitment to working with the Hispanic community and creating a better business and
educational environment.
Lee Bosch
Chairman, Humboldt Development Authority — Winnemucca
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23
The Winnemucca Hispanic Business Report represents the most comprehensive effort
ever undertaken to assess the importance of the Hispanic population and Hispanic business
community on our local economy. This report, produced by our partners at the University
of Nevada, Reno (UNR), the Department of Geography at UNR, the Nevada Small Business
Development Center and International Professional Development Services, provides a wealth
of economic and demographic information as well as consumption patterns within Hispanic
households. The business community, governmental leaders, and Hispanic entrepreneurs can
use this report to better understand the economic impact Hispanics have on the community and
also use the data to compare and contrast Hispanic vs. non-Hispanic consumption patterns to
identify new business opportunities.
Bill Sims
Business Specialist, Nevada Small Business Development Center
— Winnemucca
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REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
Business is especially challenging in any rural setting, but the contents of this document
demonstrate that the entrepreneurial spirit is alive and well in Winnemucca, especially within the
Hispanic Community. As we have worked on this project we have met a great many wonderful
people who have been most generous with their time and their stories. The Winnemucca Hispanic
Business Report will help to put those stories in context, and should prove a valuable resource to
those businesses and anyone who wants to more fully understand them.
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
3
HISPANIC MARKET
AT A GLANCE
• 39 Hispanic-owned businesses
were identified throughout
Winnemucca.
• 38% of the Hispanic businesses
surveyed used their own personal
savings and 13% borrowed
money from friends to start their
own business.
• 62% of the Hispanic businesses
have been in operation less than
3 years and 27% rely entirely or
primarily on Spanish to conduct
business.
• The 1990-2000 population
growth rate of 9.5% for Hispanics
was more than double the rate of
non-Hispanics (3.9%).
• 82% of Hispanics in the
Winnemucca area are of Mexican
origin.
• The median age of Hispanics
(22.2%) is nearly 14 years younger
than non-Hispanics (3.9%).
• Family households (as opposed
to single family households)
represent 84% of all Hispanic
households compared to 61% for
non-Hispanic households.
• Total annual Hispanic
expenditures in the Winnemucca
area were estimated to be $14.6
million for 2002.
• Hispanics spend more per
household on food and
apparel than non-Hispanics but
considerably less on housing,
transportation, healthcare, and
WINNEMUCCA HISPANIC
BUSINESS REPORT
FOREWORD
John M. Lilley
2
ABOUT THIS REPORT
Understanding Hispanic
Commerce & Community
T
he rapid growth of the Hispanic population in Nevada has been
extraordinary in the last 25 years, growing on average 2.5 times
faster than the national rate. That rapid growth has had a direct impact
on the local business landscape, drastically transforming the number of
Hispanic-owned businesses in Winnemucca and northern Nevada.
This Hispanic business activity report
captures how dramatic the increase
has been in the number of businesses
owned and operated by Hispanics. The
numbers of those businesses owners have
transformed specific areas into vibrant
and colorful tiendas (retail stores) and
have dedicated their hearts, time and
effort in meeting the needs of the Hispanic
consumer.
The growth of Hispanic communities
within Northern Nevada is quite recent,
making the area distinctive from more
traditional and long-standing Hispanic
communities in the Southwest, such as
Tucson, Arizona or San Diego, California.
Only during the past couple decades has
Northern Nevada become the destination
of choice for a growing number of people
who identify themselves as Hispanic,
Latino or other nationalities1. While
some of Winnemucca’s new Hispanic
residents have chosen to relocate from
cities in surrounding states after living for
generations in California or Arizona, many
who now call northern Nevada home were
born and raised in Latin America.
As the Hispanic population of
Winnemucca has grown and the cultural
and business landscapes of the city
have changed. Hispanics in Northern
Nevada are more involved in business
development than ever before and make
a difference in the success of many types
of business throughout the region: large
and small, non-Hispanic and Hispanic-
BEHIND THE MOSTRADOR
(COUNTER)
Thomas Tseng from Cultural Access
Group uses “four Fs” to describe
Hispanic food-buying habits: family,
freshness, flavor and friendliness.
— Source: MarketReserach.com, June 2003
owned. New consumer demands, new
ideas on marketing, and new approaches
to business operations are emerging.
The goal of this report is to explore
the growing economic power of the
Hispanic community. The report provides
insights and information about locallyowned Hispanic businesses and Hispanic
consumers in Winnemucca based upon
research from both primary and secondary
data.
There are three major sections in this
report. The first section analyzes the
business environment and activities of
locally-owned Hispanic businesses in
Winnemucca, Nevada. This section is
based on 16 interviews done with business
in 2004 by the University of Nevada, Reno
Department of Geography in conjunction
with the Hispanic Chamber of Commerce
of Northern Nevada. It provides
information about the types of businesses
owned and operated by Hispanics in
Winnemucca, the characteristics of the
business owners, the integration of family
within business matters, and the nature of
business operations.
Text and graphics are provided for these
sections along with additional information
that underscores:
• how small businesses incorporate the
Latino Spirit;
• how working hands and working
families build businesses;
• how decisions are made behind el
mostrador (the counter);
• how windows of oportunidades
(opportunities) can be identified.
The second and third sections of the
report provide economic and demographic
information about Hispanic consumption
patterns and demographic characteristics
in Winnemucca. These sections are based
upon secondary data that has been
compiled and analyzed by the Nevada
Small Business Development Center from
a variety of industry and government data
sources.
The report is written with the pragmatic
interests of two types of users in mind:
• regionally and nationally-based
businesses and organizations interested
in current trends, issues, and statistics
about Hispanic markets and businesses in
northern Nevada;
• Hispanic owners of local businesses and
Hispanic consumers.
The Winnemucca Hispanic Business
Report — Understanding Hispanic
Commerce and Community provides the
most comprehensive Hispanic business
and demographic database in Northern
Nevada.
Footnote. 1 The terms “Hispanic” and “Latino” are used interchangeably in this business activity report. Please note that we talk of Hispanics as a group because there are
strong common traits among the sub-groups that transcend cultural differences.
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
Need help analyzing your needs, or looking for specific answers? Contact the Nevada Small
Business Development Center at 775/623-1064 Winnemucca or 800/240-7094 statewide
The restaurants industry
is one of the most popular
among Hispanics as a way of
starting their own businesses.
They are popular because
the Hispanic culture is very in
tune with food, the business
is easy to run and understand,
and in general, it’s not too
difficult to find a location in
which to open a restaurant.
For Latinas, business is a
family affair. Most Hispanic
women business owners say
spouses, kids, or parents play
a role in their companies.
— Source: www.rerstmex.com:
Crain’s Chicago Business, May 27, 2002
— Source: BusinessWeek, September 27, 2000
Hispanic purchasing power
has been increasing at a
compound annual rate of
5.6% since 1978. This is more
than double the total of the
entire U.S. (2.3%). Hispanic
purchasing power is expected
to exceed 1 trillion dollars by
2010.
— Source: HispanicTelligenc
In terms of industry-sector
trends, the service sector
experienced an increase of
51.3% in 10 years (1990-2000).
— Source: U.S. Economic Census SMOBE data;
HispanTelligence projections
The average Hispanic Internet
user is 30 years old, goes
online 6.6 times per week,
and spends 58 minutes online
each time. Fifty-two percent
of online Hispanics are men
and forty-eight percent are
women.
More and more
entrepreneurs and business
owners are beginning to
compile business plans even
if they don’t need a bank
loan. The act of putting
thoughts on paper clarifies
priorities and provides focus.
— Source: National data from latinvision.com
Want to connect with other Hispanic business owners? Contact the Hispanic Chamber
of Commerce of Northern Nevada (HCCNN) at 775/786-4100
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
5
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
4
SECTION I • HISPANIC BUSINESSES IN WINNEMUCCA
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WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
6
Hispanic-Owned Businesses in Winnemucca
T
his report captures the concept of negocio (business), which encompasses the spirit of running
a business with the assistance of la familia (the
family). These unique stores sell products and services
that cater to the Hispanic market. They satisfy el sabor
(taste) Latino by providing foods primarily from
Mexico and El Salvador. They sell clothes for special
occasions, such as quinceañeras (15th birthdays), publish
weekly newspapers in Spanish and own multiple
specialized businesses such as cash advances and
authentic Mexican restaurants in multiple locations
throughout Northern Nevada. They also enrich the
environment with the sounds of ritmos latinos (Latin
rhythms) and provide an array of unique products and
services in both English and Spanish.
During the months of January through May of 2004,
a comprehensive study on businesses locally owned by
Hispanics was done by the University of
Nevada, Reno Department of Geography
in conjunction with Hispanic Chamber
of Commerce of Northern Nevada. A
total of 39 businesses locally owned by
Hispanics were identified throughout
Winnemucca and 16 interviews were
completed. The interviews ranged in
length from 10 minutes to an hourand-a-half. Business owners were
given the choice of using English or
Spanish and about 67% or two-thirds
chose to speak in English for their
interviews.
About 40% or two-fifths of the business owners had
small retail operations, including mercados that sold
food and household goods, tire stores as well as clothing
and shoe stores (Figure 1). Some of the retail operations were more specialized ventures such as businesses
selling items ranging anywhere from small furniture to
teen fashion apparel and specialized food products from
countries in South America.
Of note in the information and technology services
sector were the Spanish language newspaper, satellite TV
repair service and phone system installment.
TYPES OF HISPANIC OWNED BUSINESSES
Figure 1
6% CONSTRUCTION
43% RETAIL TRADE
19% INFORMATION & TECHNOLOGY SERVICES
19% FOOD SERVICES
The owner of a specialty store in New England
shared this with me. “We typically have never had
any Spanish speaking customers until one woman
came in. She spoke no English. By coincidence I
had a pocket translator with me... and I was able
to sell $6,500.00 plus, and I made a customer for
life. Now, every summer when (this customer) is
here on vacation she brings wish lists from her
friends in Mexico.” Are you starting to get the
picture? This store’s traffic did not skew Hispanic,
but for the price of a pocket translator, what did
they have to lose?
— Source: Diana Sulewski, insert from article
The Hispanic Market: The Fastest Growing Market in the United States
12% OTHER SERVICES (AUTOMOTIVE)
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
No prior
experience
44%
Multiple
businesses
13%
Single
business
87%
MULTIPLE BUSINESS OWNERSHIP
Figure 4. Most of the business owners only had a
single business in a single location. Only 13% owned
more than one business.
Throughout Winnemucca, half of the businesses were owned by men and
about 13% were owned by women (Figure 2). In some cases, businesses were
owned by partners and in 37% of the businesses interviewed these were male
and female partnerships. Usually these were husband and wife but sometimes
businesses were owned and operated by other family members as well.
Most of the business owners interviewed had experience in their profession or
industry before they began their business. Over half of the business owners had
prior work experience before they began their business (Figure 3).
MORE THAN 10
3 TO 5
accounts and credit cards increased as household income increased.
BUSINESS FINANCING USED
Figure 6. The ways in which businesses were financed also underscores the importance of families in supporting these enterprises.
Remarkably few of the businesses (25%) relied on bank loans to support their business operations. Many of them used personal savings or
did not borrow cash at all for their businesses.
WORKING HANDS, WORKING FAMILIES
What’s the fastest growing segment
of the small business economy in this
country?
Women Entrepreneurs! In fact, Hispanic
businesswomen are defying their conventional business roles and are creating
business ventures customarily established by their male counterparts. In the
world of business, the gender-lines are
increasingly being erased.
Hispanic women-owned firms are
operating automotive manufacturing warehouses, overseeing construction sites, refurbishing historical
monuments, and are heads of multi-million dollar companies. Hispanic
women-owned firms are increasing in numbers and status across the
country. It is a national phenomenon.
38% DON’T BORROW
CASH FOR BUSINESS
Figure 3. Most of the small business owners
interviewed had experience in their profession or
industry before they began their business. 69% of the
business owners had prior work experience before
they began their business.
0%
6%
13%
Hispanics in their study did not have bank accounts or use banks and that the likelihood of using bank
Who are the Business Owners?
12% LOANS FROM FRIENDS
PRIOR EXPERIENCE IN BUSINESS SECTOR
25%
The 2002 National Survey of Latinos by the Pew Hispanic Center found that about one-third of the
38% PERSONAL
SAVINGS
Prior
experience
56%
56%
6 TO 10
WHO ARE THE BUSINESS OWNERS? Figure 2
Figure 5
1 OR 2
Female
13%
25% BANK
WINNEMUCCA HISPANIC
BUSINESS REPORT
Male
50%
9
— Source: Hispanic Times Magazine, 1999
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
WINNEMUCCA HISPANIC
BUSINESS REPORT
Male &
female
37%
Business life and family life were closely tied together for the
vast majority of the Hispanic owners of businesses interviewed in
Winnemucca. Family members had many roles in businesses. In
addition to ownership, which in some cases involved joint ownership with another family member, family members provided the
labor pool through their work in the business, and, in many cases
they supported their business through personal savings or loans.
100% of the business owners interviewed in Winnemucca said
their businesses were family owned. Just over half the businesses
(56%) did not have any paid employees outside family members.
In these businesses, family members were the sole labor pool for
the business without which it could not operate. Larger businesses
or businesses that require more assistance than the family could
provide or needed a broader range of skills, such as restaurants and
professional service businesses, by necessity employed others who
were not family members. Figure 5 shows the number of employees for the businesses interviewed in Winnemucca. Few businesses
(less than 20%) employed more than five non-family employees.
BUSINESSES WITH PAID
NON-FAMILY EMPLOYEES
NONE
La Familia and the Small Business
8
10
11
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
TIME AT THIS BUSINESS LOCATION
Figure 7. Many businesses owned by Hispanics had only opened recently at their
current location. While some businesses had been at the same location for as long
as 24 years, this was a rarity. Several had only opened up in the last month or two.
Figure 7 shows that nearly two-thirds of the businesses operated at their current
location for three years or less.
Considering Considering
expansion a move
to another 13%
location
13%
Who are the Customers?
25% 1 YEAR OR LESS
Satisfied with
present location
73%
37% 1 TO 3 YEARS
BUSINESS LOCATION
6% 3 TO 5 YEARS
Figure 8. Most of the small business owners
interviewed (73%) were satisfied with their current
business location. Thirteen percent were considering
a move because they were dissatisfied with their
location and 13% were considering expanding their
business to add another location.
13% 5 TO 10 YEARS
19% MORE THAN 10 YEARS
A couple of questions in the interviews targeted the business owners’ knowledge of their customers.
These included questions about the proportion of Hispanic customers and how customers arrived at their
business. Just over 10% of the businesses identified that all or nearly all (90% or greater) of their customers
were Hispanic (Figure 11). 6% of the small businesses said that the majority of their customers were
Hispanic (50 to 89%). The remainder (81%) said that less than half of their customers were Hispanic.
CUSTOMER BASE
Figure 11
81% BUSINESSES WITH LESS THAN 50% HISPANIC CUSTOMERS
6% BUSINESSES WITH 50-89% HISPANIC CUSTOMERS
USE OF SPANISH LANGUAGE IN BUSINESS TRANSACTIONS
Figure 10. In terms of language use in business transactions, close to 27% of the
businesses primarily used Spanish throughout their operations. This compares
to 27% of the businesses who used Spanish half the time or the third that used
Spanish less often than English and the 13% who rarely or never used Spanish in
their business operations. There were no businesses that only used Spanish.
Do not
market in
English
language
media
38%
Market in
English
language
media
62%
13% BUSINESSES WITH 90% OR MORE HISPANIC CUSTOMERS
CUSTOMERS’ TRANSPORTATION
Figure 12. All of the Hispanic-owned businesses interviewed in the study had customers arriving there by car.
Over half (55%) also had pedestrian traffic (customers arriving on foot). A fewer number had customers who used
bicycles (27%).
27% PRIMARILY USE SPANISH
27% USE SPANISH ABOUT
HALF THE TIME
MARKETING
33% USE SPANISH LESS OFTEN
THAN ENGLISH
13% RARELY OR NEVER USE SPANISH
BEHIND THE
MOSTRADOR
(COUNTER)
Figure 9. Marketing was another aspect of business
operations included in the study. Nearly two-thirds
the businesses advertised in English (Figure 9).
Businesses used a range of media to market their
products and services, including storefront signs,
signs displayed in trailers, billboards along I-80 and
business cards as well as placing advertisements in
newspapers and on the radio and TV. Several business
owners relied entirely on word-of-mouth.
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
100% BUSINESSES IN WHICH CUSTOMERS ARRIVE BY CAR
27% BUSINESSES IN WHICH CUSTOMERS ARRIVE BY BICYCLE
55% BUSINESSES IN WHICH CUSTOMERS ARRIVE ON FOOT
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
The Hispanic
Market continues
to be defined by
language. Even
among Hispanics
born in the U.S.,
59% of those
surveyed say
Spanish is the first
language they
learned. And
nationally, 64%
of Hispanics feel
most comfortable
speaking Spanish.
— Source: www.hispanic-market.
com/news/Marketfacts
SECTION II • HISPANIC CONSUMERS IN WINNEMUCCA
The Winnemucca Hispanic Consumer Base
T
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
13
WINNEMUCCA HISPANIC
BUSINESS REPORT
he following are selected profiles of the Hispanic population and
households in the Winnemucca Census Designated Place (CDP). The
information was developed by the U.S. Census Bureau from household surveys conducted during the 2000 Census. Additional attributes profiling Hispanics can be found within the Summary File 4 at the U.S. Census
Bureau’s website www.census.gov.
Although the 2000 Census population and household information is
over four years old at the time of this report, the data retains important
differences and has significant impacts when comparing the population
of Hispanic people to the population of non-Hispanic people. The dated
information also provides important insight when the percentages are
studied. So even if the Hispanic population were growing at a very high
rate in Winnemucca, the ratios or percentages within each population
and household profile would take a longer period of time to change. As
a result, the percentages reported within the 2000 Census data that compares
only Hispanics will be similar in 2004.
2000 Census Population
Approximately 26 percent of the people living
in Winnemucca are of Hispanic origin according to
both the 1990 and 2000 Census data. The Hispanic population grew at an average annual rate
of 1.64 percent each year from 1990 through 2000,
a similar rate compared to 1.56 percent per year
for non-Hispanic people in Winnemucca. This is
a more moderate rate of growth than is often seen
in Hispanic communities elsewhere, where their
average annual growth rate is sometimes twice the
rate of non-Hispanics.
15
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
14
CENSUS POPULATION
Winnemucca CDP
Hispanics by Age
The median age of Hispanics is approximately 13 years
younger than non-Hispanics in the
Winnemucca CDP. Looking closer
at the age breakdowns, the percentage of children under 10 years old
is striking – over 24 percent of the
Hispanic population is under 10
years old, compared to only 15 percent of the non-Hispanic population. Additionally, 82 percent of the
Hispanic population is under 45 years old, versus 69 percent
of the non-Hispanics. Only 4 percent of Hispanics are over
64 years old, compared to 8 percent of non-Hispanics. The
Hispanic population is clearly a younger demographic than
the non-Hispanic population of Winnemucca.
The very young average age of Hispanics in Winnemucca
and the fact that nearly 25% of Hispanics are under 10 years
of age underlines the importance of family to the Hispanic
community. The relatively large amount of Hispanic children
also indicates that social service sectors like education and
health care must be prepared to bridge possible language
gaps. Special attention must be made to the under-ten
HISPANIC
AGES
0 To 9 years
10 To 17 years
18 To 20 years
21 To 24 years
25 To 34 years
35 To 44 years
45 To 54 years
55 To 64 years
65 To 74 years
74 To 85 years
85 Years & over
MEDIAN AGE
2000 Hispanic Population
1990 Hispanic Population
1990-2000 Annual Growth Rate
Hispanics per Square Mile
1,488
1,265
1.64%
179.9
2000 Non-Hispanic Population
1990 Non-Hispanic Population
1990-2000 Annual Growth Rate
Non-Hispanics per Square Mile
5,686
4,869
1.56%
687.5
Hispanics
349
241
99
108
209
179
141
56
34
24
0
22.5
24.2%
16.7%
6.9%
7.5%
14.5%
12.4%
9.8%
3.9%
2.4%
1.7%
0.0%
Non-Hispanics
879
821
182
228
771
1,109
910
397
305
166
47
35.3
15.1%
14.1%
3.1%
3.9%
13.3%
19.1%
15.6%
6.8%
5.2%
2.9%
0.8%
age group since they represent a significant portion of the
community’s future.
The concentrations of Hispanics within the 0-9 age group
(representing 24.2 percent of the total Hispanic population)
and the 25-44 age group (26.9%) highlight the opportunities
for businesses. Industries including apparel, food, electronic
goods, furniture, etc. must adjust their product inventory to
meet the demands of these age groups.
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
Hispanics by Origin
Considering just the Hispanic population in Winnemucca, the
overwhelming majority (82 percent) is of Mexican decent. “Other Hispanic
or Latino” was identified as the origin for 15.5 percent of the Hispanic
population, possibly reflecting the significant population of Basque people
in the area. Additionally, there is a small number of Puerto Rican, Cuban,
and Central and South American persons in Winnemucca amounting to 2.5
percent of the total Hispanic population.
This profile of Hispanics by Origin in the Winnemucca CDP reveals a
similar pattern as other communities in the Southwestern United States
where persons from Mexico are clearly the dominant influence on the
Hispanic community. Nationally, however, the Hispanic community is a
very broad and diverse community; the Cubans in Miami, Puerto Ricans in
New York, and Mexicans in the Southwest all have very different interests,
cultural traditions, food preferences, and personal expenditures.
In this light, the understanding of Hispanics is not complete if the
various Latino cultures are grouped into a single Hispanic category.
Unfortunately, the majority of U.S. Census data, federal expenditure
surveys, state demographer estimates, and other demographic and
economic statistics are not reported by specific Hispanic origins, but for
Hispanics as a whole. Because the Hispanics in the Winnemucca CDP
are 82% Mexican, a better understanding of the Mexican households and
spending patterns is needed.
Hispanics
Mexican
Puerto Rican
Cuban
Dominican Republic
Central American
Costa Rican
Guatemalan
Honduran
Nicaraguan
Panamanian
Salvadoran
Other Central American
South American
Other Hispanic or Latino
TOTAL
1,220
15
3
0
8
6
1
0
0
0
1
0
12
230
1,488
Non-Hispanics
82.0%
1.0%
0.2%
0.0%
0.5%
0.4%
0.1%
0.0%
0.0%
0.0%
0.1%
0.0%
0.8%
15.5
100.0%
Nearly 53 percent of Hispanic households in Winnemucca live in single-family attached or detached
homes, compared to 66 percent of non-Hispanics. While Hispanics are half as likely to live in multi-family
dwellings (6.4 percent versus 15.6 percent of non-Hispanics), Hispanics are twice as likely to occupy mobile
homes in Winnemucca. Over 37 percent of the Hispanic households in Winnemucca reside in mobile
homes, compared to 16 percent of non-Hispanics.
HOUSING BY
TYPE OF UNIT
Hispanics
1, Detached unit
1, Attached unit
2 Units
3 Or 4 units
5 To 9 units
10 Or more units
Mobile home
Boat, van, rv, etc.
TOTAL
190
47.3%
22
5.5%
0
0.0%
11
2.7%
0
0.0%
15
3.7%
150
37.3%
14
3.5%
402 100.0%
Non-Hispanics
1,580 65.6%
14
0.6%
47
2.0%
161
6.7%
82
3.4%
85
3.5%
393 16.3%
46
1.9%
2,408 100.0%
Hispanics by Gender
The ratio of males to females in Winnemucca is essentially the
same regardless of ethnicity – for Hispanics and non-Hispanics,
there are approximately 3 percent more males than females and
the population is reasonably balanced.
HISPANIC
GENDER
Females
Males
ʻ
Hispanics
700 48.6%
740 51.4%
Family Versus Non-Family
Household Composition
Non-Hispanics
2,810 48.3%
3,005 51.7%
My husband didn’t believe in me, so
ʼ
I had to do it all on my own. By pushing
myself, I achieved the desired success.
— Comment from a Winnemucca Business Owner
Hispanic Home Ownership
Hispanic householders were slightly more likely to own their homes
in Winnemucca than non-Hispanics according to the 2000 Census data.
The availability of lower priced single-family and mobile homes in the
Winnemucca area has allowed a larger share of the Hispanic population to
own a home compared to larger metropolitan areas where home ownership rates may be dramatically lower. This is particularly important to
the Hispanic community of Winnemucca because their incomes tend to be
much less than non-Hispanics and their average household or family size
tends to be larger.
TENURE OF
OCCUPIED
UNITS
Owner-occupied units
Renter-occupied units
TOTAL
Hispanics
264 65.7%
138 34.3%
402 100.0%
Non-Hispanics
1,563 64.9%
845 35.1%
2,408 100.0%
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
Family households represent 83 percent of all
Hispanic households in Winnemucca, compared
to 63 percent for non-Hispanic households – this
reflects the relatively high importance of family in
the Hispanic culture. Similarly, only one out of ten
Hispanic households contain one person, compared
to nearly one-third of non-Hispanic households.
Women in non-Hispanic households are twice as
likely to live on their own (12 percent) than women
in Hispanic households (6 percent). Couples in
Hispanic households are more likely to be married
(63 percent) and have children (45 percent) than
couples in non-Hispanic families that are married
(50 percent) and have children (27 percent). Hispanic households are more likely to contain singleparent families than non-Hispanic households.
Hispanic households with children and no wife or
husband present account for nearly 17 percent of all
Hispanic households, compared to only 10 percent
of non-Hispanic households.
Non-family households contain non-related
persons such as college students and renters living
together. The percentages were similar between
Hispanics and non-Hispanics in non-family households in Winnemucca.
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
HISPANIC HOUSEHOLDS
1-Person household:
Male householder
Female householder
2 or more person household:
Family households:
Married-couple family:
With own children under 18 years
No own children under 18 years
Other family:
Male householder, no wife present:
With own children under 18 years
No own children under 18 years
Female householder, no husband present:
With own children under 18 years
No own children under 18 years
Nonfamily households:
Male householder
Female householder
TOTAL
Hispanics
51
12.1%
27
6.4%
24
5.7%
370
87.9%
350
83.1%
264 62.7%
189 44.9%
75
17.8%
86 20.4%
26
6.2%
20
4.8%
9
2.1%
60 14.3%
51
12.1%
9
2.1%
20
4.8%
20
4.8%
0
0.0%
421 100.0%
Non-Hispanics
695 30.1%
409 17.7%
286 12.4%
1,617 69.9%
1,463 63.3%
1,164 50.3%
617 26.7%
547 23.7%
299 12.9%
99
4.3%
80
3.5%
51
2.2%
200
8.7%
149
6.4%
51
2.2%
154
6.7%
135
5.8%
19
0.8%
2,312 100.0%
17
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
16
Hispanic Housing by Type of Unit
HISPANIC ORIGIN
Educational Attainment
WINNEMUCCA HISPANIC
BUSINESS REPORT
18
HISPANICS
AGE 25 & OVER
12 Grade or less, no diploma
High school or equivalent
Some college, no degree
Associate degree
Bachelor’s degree
Master’s degree
Professional school degree
Doctorate degree
TOTAL
Hispanics
356
149
98
7
24
0
9
0
643
55.4%
23.2%
15.2%
1.1%
3.7%
0.0%
1.4%
0.0%
100%
Non-Hispanics
429
1,021
1,124
279
583
213
23
33
3,705
11.6%
27.6%
30.3%
7.5%
15.7%
5.7%
0.6%
0.9%
100%
Employment Occupations
Residence in 1995
Regardless of ethnicity, most people in Winnemucca had
changed residences within the five years prior to the 2000
Census. Only 45 percent of Hispanics over the age of four
lived in the same house in 2000 as they did in 1995, compared to 43 percent of non-Hispanics. Of the remaining 55
percent of Hispanics who lived in a different house in 1995,
23 percent resided in the same county, 20 percent lived
in a different county in the United States, and 11 percent
resided outside the United States in 1995. Non-Hispanics
were more likely to have moved from another county to
Winnemucca, but far less likely to live outside of the United
States in 1995 than Hispanics.
It is important to note that the total number of Hispanics
living in Winnemucca in the same house as in 1995 plus the
number of Hispanics living in a different house but still in
the same county as they resided in 1995 represents 68 percent of the total Hispanic population. This indicates that
the Hispanic population of Winnemucca is not generally
made up of newcomers to the area, but rather people who
have been in the area for a number of years.
HISPANICS
AGE 5 & OVER
Resided in same house in 1995
Resided in a different house in 1995:
Resided in the U.S. in 1995:
Same county
Different county:
Same state
Different state:
Resided outside the U.S. in 1995
TOTAL 1,269
ʻ
Hispanics
575
694
549
290
259
60
199
145
45.3%
54.7%
43.3%
22.9%
20.4%
4.7%
15.7%
11.4%
100.0%
Non-Hispanics
2,337 43.5%
3,041 56.5%
2,985 55.5%
1,260 23.4%
1,725 32.1%
577 10.7%
1,148 21.3%
56
1.0%
4,469 100.0%
Where are my clients from? Winnemucca,
ʼ
Ely, Lovelock, Elko, Battle Mountain, Tahoe,
Yerington, Reno, Sparks, Canada.
— Comment from Winnemucca Business Owners
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
In Winnemucca, nearly 18 percent of the
Hispanic population over 16 years old is employed in a building and grounds cleaning and
maintenance occupation. By contrast, less than
2 percent of non-Hispanics in this age group are
employed in this sector. Other occupations with
large amounts of Hispanic workers include construction, extraction, and maintenance (12.9%),
office and administrative support (11.4%), transportation and material moving (9.7%), and production occupations (8.5%). Overall, 57.3 percent
of Hispanics in Winnemucca are employed in
blue-collar type jobs, which is 21 percent higher
than non-Hispanics in blue-collar positions. Just
12 percent are employed in white-collar positions, compared to 30 percent for non-Hispanics.
The 2000 Census data shows that Hispanics
in Winnemucca are more likely to be employed
in occupations with generally lower wages than
non-Hispanics, as confirmed by the Hispanic
income levels explained in the following section,
and require little or no education as discussed
in the previous section. On the positive side,
the moderate amount of Hispanics employed in
production occupations (8.5 percent of the total)
offers hope to the Hispanic laborers and their
families. Production occupations are generally
manufacturing-type jobs that can pay well above
average.
HISPANICS AGE 16
& OVER
Management occupations, except farmers
Farmers and farm managers
Business and financial operations
Computer and mathematical occupations
Architecture/engineering/drafting/mapping
Life, physical, and social science occupations
Community and social services
Legal occupations
Education, training, and library occupations
Arts, design, media, entertainment, & sports
Healthcare practitioners and technical staff
Healthcare support occupations
Protective service occupations
Food preparers and servers
Building and grounds cleaning & maintenance
Personal care and service occupations
Sales and related occupations
Office and administrative support
Farming, fishing, and forestry occupations
Construction, extraction, and maintenance
Production occupations
Transportation and material moving
TOTAL
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
Hispanics
15
0
13
7
12
9
6
0
0
0
0
11
9
15
84
37
38
54
16
61
40
46
473
3.2%
0.0%
2.7%
1.5%
2.5%
1.9%
1.3%
0.0%
0.0%
0.0%
0.0%
2.3%
1.9%
3.2%
17.8%
7.8%
8.0%
11.4%
3.4%
12.9%
8.5%
9.7%
100.0%
Non-Hispanics
227
8.1%
14
0.5%
102
3.6%
9
0.3%
81
2.9%
87
3.1%
26
0.9%
0
0.0%
266
9.5%
56
2.0%
65
2.3%
12
0.4%
68
2.4%
133
4.7%
44
1.6%
121
4.3%
324
11.6%
404 14.4%
9
0.3%
426 15.2%
183
6.5%
146
5.2%
2,803 100.0%
19
WINNEMUCCA HISPANIC
BUSINESS REPORT
Educational attainment is one area where there are striking
differences between the Hispanic and non-Hispanic communities. Well over half of the Hispanic persons over 24 years old
have less than a high school education, compared to just 12
percent of the non-Hispanic population. Additionally, only 15
percent of Hispanics attempt to get a college education – half
the rate of non-Hispanics in Winnemucca.
One of the major arguments that businesses voice when
locating high-wage jobs to any area is the sparse availability of
skilled labor. Additionally, low educational levels are often correlated with a wide range of negative social impacts that carry
monetary costs to the entire community. Since 41 percent of
Winnemucca’s Hispanics are under 18 years old, and theoretically still in the educational system, there is a tremendous opportunity right now to change the low educational levels in the
Hispanic community.
21
20
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
Household Income
Correlated to the divergence in educational attainment, a significant discrepancy exists between Hispanic
and non-Hispanic income in Winnemucca. The median household income of Hispanics in Winnemucca
($38,281) is more than $10,000 lower than non-Hispanics ($49,631), and the median family income of Hispanics ($39,038) is more than $20,000 less. Coupled with the larger than average family size of Hispanic
households, the per capita income of area Hispanics falls to half that of non-Hispanics ($12,208 versus
$23,727).
Over 46 percent of Hispanic households earn less than $35,000 per year, compared to 34 percent of nonHispanics. Conversely, only 1.0 percent of Hispanic households earn more than $100,000 per year while 13
percent of the non-Hispanic residents of Winnemucca earn more than $100,000.
ʻ
I want a better
life for my family;
independence
and the
opportunity to
ʼ
provide jobs for
others.
— Comment froma
Winnemucca business owner
HISPANIC
HOUSEHOLDS
Less than $15,000
$15,000 To $24,999
$25,000 To $34,999
$35,000 To $44,999
$45,000 To $59,999
$60,000 To $74,999
$75,000 To $99,999
$100,000 To $149,999
$150,000 To $199,999
$200,000 Or more
TOTAL
MEDIAN HOUSEHOLD INCOME
MEDIAN FAMILY INCOME
PER CAPITA INCOME
Hispanics
38
9.0%
88 20.9%
70 16.6%
57 13.5%
91 21.6%
16
3.8%
53 12.6%
0
0.0%
0
0.0%
8
1.9%
421 100.0%
$38,281
$39,038
$12,208
Non-Hispanics
330 14.3%
216
9.3%
246 10.6%
261 11.3%
319 13.8%
316 13.7%
330 14.3%
210
9.1%
34
1.5%
50
2.2%
2,312 100.0%
$49,631
$59,107
$23,727
GLOSSARY:
Median – similar to average,
mid-point between lowest and
highest amounts;
Median Household Income
– the income of all members
residing in a household regardless if occupants are family or
non-family members;
Median Family Income – the
income of households occupied
by related individuals only;
Per Capita Income – total income divided by the total population, children and non-wage
earners included.
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
Food Expenditures
Hispanic Consumer
Expenditures
very year a sample of households are surveyed by the Bureau of Labor
Statistics, U.S. Department of Labor as to how much they spend in a given
year on various products and services. The resulting Consumer Expenditure
Survey reports Hispanic-spending patterns in addition to other race and
demographic breakdowns. The complete Consumer Expenditure Survey can
be found at www.bls.gov/cex/.
In order to identify unique Hispanic expenditures the Hispanic spending
is compared to non-Hispanic spending in the following paragraphs
and tables. To estimate the total annual expenditures by local Hispanic
households, their average household expenditures are applied to the local
number of Hispanic households by region. For the complete breakdown of
Hispanic and non-Hispanic expenditures for the Winnemucca CDP (Census
Designated Place) see Section III, Part B (appendix).
FOOD
EXPENDITURES
Hispanics
Food at home
Food away from home
TOTAL FOOD EXPENDITURES
Annual household expenditures
ʻ
23
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
22
E
Hispanic households spend $291, or 5.4%, more a year on food than
non-Hispanic households. Although non-Hispanics spend over $250
more annually than Hispanics on food away from home, Hispanics
spend almost $550 more than non-Hispanics on food at home. NonHispanic households spend 58% of all food expenditures on food at
home, compared to 64% for Hispanic households. As a result, Hispanics are prone to spend more at grocery stores and food markets than
fast food establishments and restaurants, compared to non-Hispanics.
Overall, 16% of Hispanics total expenditures are devoted to food compared to 13% for non-Hispanics.
Non-Hispanics
$3,643 10.5%
$2,023
5.8%
$5,666 16.3%
$34,742 100.0%
$3,099
7.6%
$2,276
5.6%
$5,375 13.2%
$40,677 100.0%
ʼ
I thank God for the success in the initial
years. I achieved my objective.
— Comment from a Winnemucca Business Owner
Housing Expenditures
Non-Hispanic households spend almost $1,500 more
per year than Hispanics on shelter, utilities, supplies,
operations, and furnishings. For shelter alone the
spending difference are reversed depending on tenure.
Hispanics spend almost $1,500 more on renter-occupied
dwellings than non-Hispanic, whereas the non-Hispanics spend nearly $1,500 more on owner-occupied
dwellings. Renter-occupied shelter ranks the highest
(31%) out of all housing expenditures for Hispanics,
whereas owner-occupied shelter is the largest (39%)
housing expenditure for non-Hispanics. Non-Hispanics spend more than Hispanics every year on household
operations, supplies and furniture. This most notable
difference, furniture, is almost $450 per year. As a ratio
of total expenditures, Hispanics spend slightly more per
year (34%) than non-Hispanics (33%) on housing.
ʻ
HOUSING
EXPENDITURES
Hispanics
Shelter
$7,372 21.2%
$7,829
Owned dwellings
$3,567 10.3%
$5,165
Rented dwellings
$3,645 10.5%
$2,160
Other lodging
$161
0.5%
$505
Utilities, fuels, and public services
$2,413
6.9% $2,684
Household operations
$407
1.2%
$706
Housekeeping supplies
$471
1.4%
$545
Household furnishings and equipment
$1,179
3.4%
$1,518
TOTAL HOUSING EXPENDITURES
$11,841 34.1% $13,283
Annual household expenditures
$34,742 100.0% $40,677
ʼ
I started with a single location-Now I have 2, 1 in Elko. My father is
also owner of 4 different franchises in Elko, California and Oregon.
— Comment from a Winnemucca Business Owner
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
Non-Hispanics
19.2%
12.7%
5.3%
1.2%
6.6%
1.7%
1.3%
3.7%
32.7%
100.0%
Healthcare Expenditures
Hispanics are big fans of apparel. Hispanic households spend nearly $350 more a
year than non-Hispanics for apparel. The largest apparel expenditure for both groups
is spent on apparel for women and girls (30% for Hispanics, 40% for non-Hispanics).
Spending on apparel by gender is more pronounced among non-Hispanics. Although
non-Hispanic females spend slightly more on apparel ($66 per year) than Hispanic females, non-Hispanic males spend considerably less ($142 per year) than Hispanic males.
Hispanics also spend more on children apparel ($59 per year), but the largest difference
between Hispanic & non-Hispanic apparel spending is for footwear. Hispanics spend
$208, or 66%, more per year than non-Hispanics on shoes, sandals, boots, etc. Compared
to overall spending, Hispanics allocate 6% for apparel and non-Hispanics, 4% for apparel.
Non-Hispanic households spend almost $1,000,
or 72%, more per year on healthcare than Hispanics. For every healthcare expenditure (insurance,
services, drugs, and supplies) the non-Hispanics
spend almost twice as much as the Hispanics. The
majority of the difference in spending is for health
insurance. Non-Hispanics spend almost $500 more
per year on insurance. Healthcare expenditures
represent 4% of all spending by Hispanics and 6%
by non-Hispanics.
APPAREL AND SERVICES
EXPENDITURES
Men and boys
Women and girls
Children under 2
Footwear
Other apparel products and services
TOTAL APPAREL AND SERVICES EXPENDITURES
Annual household expenditures
Hispanics
Non-Hispanics
$551
1.6%
$638
1.8%
$142
0.4%
$521
1.5%
$245
0.7%
$2,097
6.0%
$34,742 100.0%
$409
1.0%
$704
1.7%
$83
0.2%
$313
0.8%
$240
0.6%
$1,749
4.3%
$40,677 100.0%
HEALTHCARE
EXPENDITURES
Health insurance
Medical services
Drugs
Medical supplies
TOTAL HEALTHCARE EXPENDITURES
Annual household expenditures
Hispanics
Non-Hispanics
$671
1.9%
$1,168
2.9%
$358
1.0%
$590
1.5%
$271
0.8%
$487
1.2%
$66
0.2%
$105
0.3%
$1,366
3.9%
$2,350
5.8%
$34,742 100.0% $40,677 100.0%
25
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
24
Apparel Expenditures
WINDOWS OF
OPPORTUNITY
Transportation Expenditures
Hispanic households are outspent by $1,000
per year by non-Hispanics for transportation.
Most of the $1,000 difference is found in the new
vehicle and automotive supply categories. NonHispanics spend over $600 more per year on new
cars and $400 more on supplies than Hispanics.
Hispanics do slightly outspend non-Hispanics
in the used vehicle category, but surprisingly,
the non-Hispanics outspend Hispanics on public
transportation. When analyzing overall spending, the transportation share is almost identical
for the two groups. Hispanics spend 19.5% on
transportation and non-Hispanics spend 19.1%
on transportation.
TRANSPORTATION
EXPENDITURES
Vehicle purchases
Cars and trucks, new
Cars and trucks, used
Other vehicles
Gasoline and motor oil
Other vehicle expenses
Public transportation
TOTAL TRANSPORTATION EXPENDITURES
Annual household expenditures
Hispanics
$3,130
9.0%
$1,149
3.3%
$1,900
5.5%
$481
1.4%
$1,261
3.6%
$2,062
5.9%
$317
0.9%
$6,769 19.5%
$34,742 100.0%
Non-Hispanics
$3,665
9.0%
$1,753
4.3%
$1,842
4.5%
$70
0.2%
$1,235
3.0%
$2,471
6.1%
$389
1.0%
$7,759 19.1%
$40,677 100.0%
ʻ
I started selling shoes at 14, and worked for a big company for
many years. I sacrificed that company’s benefits I was so close to
ʼ
receiving in order to open my own shoe store. The independence
of owning my own business was worth more.
— Comment from a Winnemucca Business Owner
Stock Photography
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
• Have you
considered accepting
credit cards as a way
of increasing sales?
• The amount of
financing required
to start or make a
business grow can
be determined by
means of a “business
plan.”
• Did you know that
the Small Business
Administration offers
loan programs,
specifically for
minority groups so
that they can open a
business?
Entertainment Expenditures
WINNEMUCCA HISPANIC
BUSINESS REPORT
26
Hispanic households trail non-Hispanics in entertainment spending by $670,
or 48%, a year. The most significant difference between entertainment spending
is the fees and admissions expenditures. Non-Hispanic households spend $253
more per year on fees and admissions, $127 more on electronics, $152 more on
toys, and $138 more on other supplies and services than Hispanic households.
The Hispanic households favor electronics as the majority (40%) of entertainment purchases. As with healthcare, Hispanics spend 4% of their total expenditures on entertainment. Non-Hispanics dish out 5% of their total spending on
entertainment.
ENTERTAINMENT
EXPENDITURES
Fees and admissions
Television, radios, sound equipment
Pets, toys, and playground equipment
Other entertainment supplies & services
TOTAL ENTERTAINMENT EXPENDITURES
Annual household expenditures
Hispanics
Non-Hispanics
$289
0.8%
$542
1.3%
$565
1.6%
$692
1.7%
$217
0.6%
$369
0.9%
$338
1.0%
$476
1.2%
$1,409
4.1%
$2,079
5.1%
$34,742 100.0% $40,677 100.0%
Other Notable Expenditures
Spending on education, cash contributions, personal
insurance and pensions, and gifts results in an annual gap of
$2,402 between Hispanic and non-Hispanics. Non-Hispanic
households spend $264, or 54%, more per year on education;
$665, or 109%, more on cash contributions; $1,072, or 38%,
more on personal insurance and pensions; and $401, or 63%,
more on gifts than Hispanic households. These expenditures represent a total of $6,964 for non-Hispanic households, and only $4,562 for Hispanic households. As a share
of total household expenditures, the $6,964 for non-Hispanics represents 17%, and the $4,562 for Hispanic households
represents 13%.
OTHER NOTABLE
EXPENDITURES
Hispanics
Non-Hispanics
Total education expenditures
$488
1.4%
$752
1.8%
Total cash contributions (donations)
$612
1.8%
$1,277
3.1%
Total personal insurance & pensions $2,827
8.1% $3,899
9.6%
Total gifts of goods & services
$635
1.8%
$1,036
2.5%
Annual household expenditures
$34,742 100.0% $40,677 100.0%
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
SECTION III • APPENDIX
Geodemographic Analysis - Winnemucca CDP*
HUMBOLDT COUNTY, NEVADA
SOURCE: 2000 CENSUS SUMMARY FILES 1 & 4
2000 CENSUS SUMMARY FILE 1 - 100% COUNT DATA
POPULATION & HOUSEHOLDS
2000 POPULATION
1990 POPULATION
1990-2000 PERCENT INCREASE
1990-2000 AVERAGE ANNUAL GROWTH RATE
AREA OF ANALYSIS (SQUARE MILES)
PERSONS PER SQUARE MILE
Hispanics
1,488
1,265
17.63%
1.64%
5,686
4,869
16.78%
1.56%
8.3
179.9
8.3
687.5
1,220
15
3
0
8
6
1
0
0
0
1
0
12
230
1,488
2000 CENSUS SUMMARY FILE 4 - SAMPLED DATA
2
POPULATION & HOUSEHOLDS
2000 POPULATION
Non Hispanics
82.0%
1.0%
0.2%
0.0%
0.5%
0.4%
0.1%
0.0%
0.0%
0.0%
0.1%
0.0%
0.8%
15.5%
100.0%
27
WINNEMUCCA HISPANIC
BUSINESS REPORT
NUMBER OF HISPANICS OR LATINOS BY ORIGIN
MEXICAN
PUERTO RICAN
CUBAN
DOMINICAN REPUBLIC
CENTRAL AMERICAN
COSTA RICAN
GUATEMALAN
HONDURAN
NICARAGUAN
PANAMANIAN
SALVADORAN
OTHER CENTRAL AMERICAN
SOUTH AMERICAN
OTHER HISPANIC OR LATINO
HISPANIC OR LATINO
1
Due to Census sampling methodology, Summary File 4 results
may not exactly equate to Summary File 1 results.
1,440
5,815
2000 HOUSEHOLDS
AVERAGE HOUSEHOLD SIZE
421
3.24
2,312
2.52
2000 FAMILIES
AVERAGE FAMILY SIZE
350
3.52
1,463
3.19
NUMBER OF PERSONS BY SEX
FEMALE
MALE
700
740
48.6%
51.4%
2,810
3,005
48.3%
51.7%
NUMBER OF PERSONS BY AGE
0 TO 9 YEARS
10 TO 17 YEARS
18 TO 20 YEARS
21 TO 24 YEARS
25 TO 34 YEARS
35 TO 44 YEARS
45 TO 54 YEARS
55 TO 64 YEARS
65 TO 74 YEARS
74 TO 85 YEARS
85 YEARS & OVER
MEDIAN AGE
349
241
99
108
209
179
141
56
34
24
0
22.5
24.2%
16.7%
6.9%
7.5%
14.5%
12.4%
9.8%
3.9%
2.4%
1.7%
0.0%
879
821
182
228
771
1,109
910
397
305
166
47
35.3
15.1%
14.1%
3.1%
3.9%
13.3%
19.1%
15.6%
6.8%
5.2%
2.9%
0.8%
5,159
76
60
95.9%
1.4%
1.1%
NUMBER OF PERSONS 5 YEARS & OVER BY SPOKEN LANGUAGE AT HOME & ABILITY TO SPEAK ENGLISH
SPEAK ONLY ENGLISH AT HOME:
333
26.2%
SPEAK SPANISH AT HOME
920
72.5%
SPEAK ENGLISH "VERY WELL":
479
37.7%
UNIVERSITY
OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
11/15/2004
P. 1 of 5
Bureau of Business and Economic Research,
University of Nevada, Reno (775) 784-1771
Geodemographic Analysis - Winnemucca CDP*
Geodemographic Analysis - Winnemucca CDP*
HUMBOLDT COUNTY, NEVADA
HUMBOLDT COUNTY, NEVADA
SOURCE: 2000 CENSUS SUMMARY FILES 1 & 4
SOURCE: 2000 CENSUS SUMMARY FILES 1 & 4
Hispanics
18.8%
9.5%
6.5%
100.0%
NUMBER OF OCCUPIED HOUSING UNITS BY TENURE
OWNER-OCCUPIED UNITS
AVERAGE HOUSEHOLD SIZE
RENTER-OCCUPIED UNITS
AVERAGE HOUSEHOLD SIZE
TOTAL OCCUPIED HOUSING UNITS
264
4.1
138
2.1
402
65.7%
NUMBER OF HOUSEHOLDS BY SIZE, TYPE, & PRESENCE OF CHILDREN
1-PERSON HOUSEHOLD:
MALE HOUSEHOLDER
FEMALE HOUSEHOLDER
2 OR MORE PERSON HOUSEHOLD:
FAMILY HOUSEHOLDS:
MARRIED-COUPLE FAMILY:
WITH OWN CHILDREN UNDER 18 YEARS
NO OWN CHILDREN UNDER 18 YEARS
OTHER FAMILY:
MALE HOUSEHOLDER, NO WIFE PRESENT:
WITH OWN CHILDREN UNDER 18 YEARS
NO OWN CHILDREN UNDER 18 YEARS
FEMALE HHOLDER, NO HUSBAND PRESENT:
WITH OWN CHILDREN UNDER 18 YEARS
NO OWN CHILDREN UNDER 18 YEARS
NONFAMILY HOUSEHOLDS:
MALE HOUSEHOLDER
FEMALE HOUSEHOLDER
TOTAL HOUSEHOLDS
WINNEMUCCA HISPANIC
BUSINESS REPORT
28
NUMBER OF PERSONS 15 YEARS & OVER BY SEX & MARITAL STATUS
MALES:
NEVER MARRIED
NOW MARRIED:
WIDOWED
DIVORCED
FEMALES:
NEVER MARRIED
NOW MARRIED:
WIDOWED
DIVORCED
TOTAL PERSONS 15 & OVER
NUMBER OF PERSONS 5 YEARS & OVER BY RESIDENCE IN 1995
RESIDED IN SAME HOUSE IN 1995
RESIDED IN A DIFFERENT HOUSE IN 1995:
RESIDED IN THE UNITED STATES IN 1995:
SAME COUNTY
DIFFERENT COUNTY:
SAME STATE
DIFFERENT STATE:
RESIDED OUTSIDE THE UNITED STATES IN 1995
TOTAL PERSONS 5 YEARS & OVER
NUMBER OF PERSONS 25 YEARS & OVER BY EDUCATIONAL ATTAINMENT
NO SCHOOLING COMPLETED
8TH GRADE
12 GRADE, NO DIPLOMA
HIGH SCHOOL OR EQUIVALENT
11/15/2004
P. 2 of 5
Non Hispanics
7
9
0
5,378
0.1%
0.2%
0.0%
100.0%
64.9%
100.0%
1,563
2.7
845
1.9
2,408
100.0%
51
27
24
370
350
264
189
75
86
26
20
6
60
51
9
20
20
0
421
12.1%
6.4%
5.7%
87.9%
83.1%
62.7%
44.9%
17.8%
20.4%
6.2%
4.8%
1.4%
14.3%
12.1%
2.1%
4.8%
4.8%
0.0%
100.0%
695
409
286
1,617
1,463
1,164
617
547
299
99
80
19
200
149
51
154
135
19
2,312
30.1%
17.7%
12.4%
69.9%
63.3%
50.3%
26.7%
23.7%
12.9%
4.3%
3.5%
0.8%
8.7%
6.4%
2.2%
6.7%
5.8%
0.8%
100.0%
522
151
337
17
17
424
120
272
0
32
946
55.2%
16.0%
35.6%
1.8%
1.8%
44.8%
12.7%
28.8%
0.0%
3.4%
100.0%
2,261
636
1,253
47
325
2,208
438
1,330
167
273
4,469
50.6%
14.2%
28.0%
1.1%
7.3%
49.4%
9.8%
29.8%
3.7%
6.1%
100.0%
575
694
549
290
259
60
199
145
1,269
45.3%
54.7%
43.3%
22.9%
20.4%
4.7%
15.7%
11.4%
100.0%
2,337
3,041
2,985
1,260
1,725
577
1,148
56
5,378
43.5%
56.5%
55.5%
23.4%
32.1%
10.7%
21.3%
1.0%
100.0%
34
238
84
149
5.3%
37.0%
13.1%
23.2%
7
79
343
1,021
0.2%
2.1%
9.3%
27.6%
34.3%
Bureau of Business and Economic Research,
35.1%
University of Nevada, Reno (775) 784-1771
REPORTE DE NEGOCIOS HISPANOS
2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
Hispanics
98
7
24
0
9
0
643
15.2%
1.1%
3.7%
0.0%
1.4%
0.0%
100.0%
NUMBER OF PERSONS 16 YEARS & OVER BY SEX & EMPLOYMENT STATUS
MALE:
EMPLOYED
UNEMPLOYED
NOT IN LABOR FORCE
FEMALE:
EMPLOYED
UNEMPLOYED
NOT IN LABOR FORCE
TOTAL PERSONS 16 YEARS & OVER
491
246
25
220
424
227
23
174
915
NUMBER OF PERSONS 16 YEARS & OVER BY INDUSTRY OF CIVILIAN EMPLOYMENT
AGRICULTURE, FORESTRY, FISHING, AND HUNTING
MINING
CONSTRUCTION
MANUFACTURING
WHOLESALE TRADE
RETAIL TRADE
TRASNPORTATION AND WAREHOUSING
UTILITIES
INFORMATION
FINANCE AND INSURANCE
REAL ESTATE AND LEASING
PROFESSIONAL, SCIENTIFIC, AND TECHNICAL SVCS.
MANAGEMENT OF COMPANIES AND ENTERPRISES
ADMINISTRATIVE AND WASTE MANAGEMENT SVCS.
EDUCATIONAL SERVICES
HEALTH CARE AND SOCIAL ASSISTANCE
ARTS, ENTERTAINMENT, AND RECREATION
ACCOMMODATION AND FOOD SERVICES
OTHER SERVICES (EXCEPT PUBLIC ADMIN.)
PUBLIC ADMINISTRATION
TOTAL EMPLOYED CIVILIAN POPULATION 16 YEARS & OVER
NUMBER OF PERSONS 16 YEARS & OVER BY CIVILIAN EMPLOYMENT OCCUPATION
MANAGEMENT OCCUPATIONS, EXCEPT FARMERS
FARMERS AND FARM MANAGERS
BUSINESS AND FINANCIAL OPERATIONS
COMPUTER AND MATHEMATICAL OCCUPATIONS
ARCHITECTURE/ENGINEERING/DRAFTING/MAPPING
LIFE, PHYSICAL, AND SOCIAL SCIENCE OCCUPATIONS
COMMUNITY AND SOCIAL SERVICES
LEGAL OCCUAPTIONS
EDUCATION, TRAINING, AND LIBRARY OCCUPATIONS
ARTS, DESIGN, MEDIA, ENTERTAINMENT, & SPORTS
HEALTHCARE PRACTITIONERS AND TECHNICAL STAFF
HEALTHCARE SUPPORT OCCUPATIONS
PROTECTIVE SERVICE OCCUPATIONS
FOOD PREPARERS AND SERVERS
BUILDING AND GROUNDS CLEANING & MAINTENANCE
PERSONAL CARE AND SERVICE OCCUPATIONS
SALES AND RELATED OCCUPATIONS
OFFICE AND ADMINISTRATIVE SUPPORT
FARMING, FISHING, AND FORESTRY OCCUPATIONS
SOME COLLEGE, NO DEGREE
ASSOCIATE DEGREE
BACHELOR'S DEGREE
MASTER'S DEGREE
PROFESSIONAL SCHOOL DEGREE
DOCTORATE DEGREE
TOTAL PERSONS 25 YEARS & OVER
11/15/2004
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
P. 3 of 5
Non Hispanics
1,124
279
583
213
23
33
3,705
30.3%
7.5%
15.7%
5.7%
0.6%
0.9%
100.0%
53.7%
26.9%
2.7%
24.0%
46.3%
24.8%
2.5%
19.0%
100.0%
2,234
1,511
143
580
2,169
1,292
95
782
4,403
50.7%
34.3%
3.2%
13.2%
49.3%
29.3%
2.2%
17.8%
100.0%
16
96
34
25
0
81
6
0
0
0
0
0
0
42
0
26
45
69
18
15
473
3.4%
20.3%
7.2%
5.3%
0.0%
17.1%
1.3%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
8.9%
0.0%
5.5%
9.5%
14.6%
3.8%
3.2%
100.0%
34
511
185
74
31
354
94
103
67
57
8
46
0
27
335
175
162
241
105
194
2,803
1.2%
18.2%
6.6%
2.6%
1.1%
12.6%
3.4%
3.7%
2.4%
2.0%
0.3%
1.6%
0.0%
1.0%
12.0%
6.2%
5.8%
8.6%
3.7%
6.9%
100.0%
15
0
13
7
12
9
6
0
0
0
0
11
9
15
84
37
38
54
16
3.2%
0.0%
2.7%
1.5%
2.5%
1.9%
1.3%
0.0%
0.0%
0.0%
0.0%
2.3%
1.9%
3.2%
17.8%
7.8%
8.0%
11.4%
3.4%
227
14
102
9
81
87
26
0
266
56
65
12
68
133
44
121
324
404
9
8.1%
0.5%
3.6%
0.3%
2.9%
3.1%
0.9%
0.0%
9.5%
2.0%
2.3%
0.4%
2.4%
4.7%
1.6%
4.3%
11.6%
14.4%
0.3%
Bureau of Business and Economic Research,
University of Nevada, Reno (775) 784-1771
29
WINNEMUCCA HISPANIC
BUSINESS REPORT
239
120
82
1,269
SPEAK ENGLISH "WELL":
SPEAK ENGLISH "NOT WELL":
SPEAK ENGLISH "NOT AT ALL":
TOTAL PERSONS 5 & OVER
Geodemographic Analysis - Winnemucca CDP*
Geodemographic Analysis - Winnemucca CDP*
HUMBOLDT COUNTY, NEVADA
HUMBOLDT COUNTY, NEVADA
SOURCE: 2000 CENSUS SUMMARY FILES 1 & 4
SOURCE: 2000 CENSUS SUMMARY FILES 1 & 4
Hispanics
CONSTRUCTION, EXTRACTION, AND MAINTENANCE
PRODUCTION OCCUPATIONS
TRANSPORTATION AND MATERIAL MOVING
TOTAL EMPLOYED CIVILIAN POPULATION 16 YEARS & OVER
NUMBER OF HOUSEHOLDS BY HOUSEHOLD INCOME
LESS THAN $15,000
$15,000 TO $24,999
$25,000 TO $34,999
$35,000 TO $44,999
$45,000 TO $59,999
$60,000 TO $74,999
$75,000 TO $99,999
$100,000 TO $149,999
$150,000 TO $199,999
$200,000 OR MORE
TOTAL HOUSEHOLDS
38
88
70
57
91
16
53
0
0
8
421
MEDIAN HOUSEHOLD INCOME
MEDIAN FAMILY INCOME
PER CAPITA INCOME
9.0%
20.9%
16.6%
13.5%
21.6%
3.8%
12.6%
0.0%
0.0%
1.9%
100.0%
$38,281
$39,038
$12,208
NUMBER OF HOUSING UNITS BY TOTAL UNITS IN STRUCTURE
1, DETACHED UNIT
1, ATTACHED UNIT
2 UNITS
3 OR 4 UNITS
5 TO 9 UNITS
10 OR MORE UNITS
MOBILE HOME
BOAT, VAN, RV, ETC.
TOTAL HOUSING UNITS
NUMBER OF HOUSING UNITS BY YEAR STRUCTURE BUILT
BUILT 1999 TO MARCH 2000
BUILT 1995 TO 1998
BUILT 1990 TO 1994
BUILT 1980 TO 1989
BUILT 1970 TO 1979
BUILT 1960 TO 1969
BUILT 1950 TO 1959
BUILT 1940 TO 1949
BUILT 1939 OR EARLIER
TOTAL HOUSING UNITS
MEDIAN YEAR STRUCTURE BUILT
NUMBER OF HOUSING UNITS BY CONTRACT RENT 3
TOTAL UNITS PAYING CASH RENT:
$0 TO $249
$250 TO $399
$400 TO $499
$500 TO $599
$600 TO $699
$700 TO $799
$800 TO $899
$900 TO $999
$1,000 TO $1,249
$1,250 TO $1,499
$1,500 TO $1,999
$2,000 OR MORE
NO CASH RENT
11/15/2004
12.9%
8.5%
9.7%
100.0%
426
183
146
2,803
330
216
246
261
319
316
330
210
34
50
2,312
15.2%
6.5%
5.2%
100.0%
14.3%
9.3%
10.6%
11.3%
13.8%
13.7%
14.3%
9.1%
1.5%
2.2%
100.0%
$49,631
$59,107
$23,727
190
22
0
11
0
15
150
14
402
47.3%
5.5%
0.0%
2.7%
0.0%
3.7%
37.3%
3.5%
100.0%
1,580
14
47
161
82
85
393
46
2,408
65.6%
0.6%
2.0%
6.7%
3.4%
3.5%
16.3%
1.9%
100.0%
0
27
48
124
94
22
48
31
8
402
1980
0.0%
6.7%
11.9%
30.8%
23.4%
5.5%
11.9%
7.7%
2.0%
100.0%
15
330
339
536
361
178
278
197
174
2,408
1980
0.6%
13.7%
14.1%
22.3%
15.0%
7.4%
11.5%
8.2%
7.2%
100.0%
138
35
44
31
19
9
0
0
0
0
0
0
0
0
P. 4 of 5
Non Hispanics
100.0%
25.4%
31.9%
22.5%
13.8%
6.5%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
749
146
178
154
148
57
25
16
16
0
0
0
9
96
Bureau of Business and Economic Research,
Hispanics
TOTAL RENTER-OCCUPIED HOUSING UNITS
MEDIAN CONTRACT RENT
NUMBER OF SPECIFIED OWNER-OCCUPIED HOUSING UNITS BY VALUE OF UNIT 4
$0 TO $49,999
$50,000 TO $79,999
$80,000 to $99,999
$100,000 TO $124,999
$125,000 TO $149,999
$150,000 TO $174,999
$175,000 TO $199,999
$200,000 TO $249,999
$250,000 TO $299,999
$300,000 TO $399,999
$400,000 TO $499,999
$500,000 TO $749,999
$750,000 TO $999,999
$1,000,000 OR MORE
TOTAL SPECIFIED OWNER-OCCUPIED HOUSING UNITS
MEDIAN VALUE FOR SPECIFIED OWNER-OCCUPIED UNITS
138
$385
100.0%
0
43
51
8
22
7
8
10
6
0
0
0
0
0
155
$94,800
0.0%
27.7%
32.9%
5.2%
14.2%
4.5%
5.2%
6.5%
3.9%
0.0%
0.0%
0.0%
0.0%
0.0%
100.0%
Non Hispanics
845
$432
100.0%
45
96
228
204
203
202
77
88
17
9
9
0
0
0
1,178
$127,000
3.8%
8.1%
19.4%
17.3%
17.2%
17.1%
6.5%
7.5%
1.4%
0.8%
0.8%
0.0%
0.0%
0.0%
100.0%
FOOTNOTES:
1
The 2000 Census Summary File 1 data is a 100% count of all housing units (occupied & vacant) and their population. The above SF1 results are
developed using the smallest geographic segment available, the Census block. There are 26,209 populated Census blocks in Nevada.
2
The 2000 Census Summary File 4 data is generated using sample methodology. The information was gathered from a representative sample of all
households and statistically treated to total to the entire population.
3
The 2000 Census defines "Contract Rent" as monthly rent regardless of funishings, utilities, fees, meals or services that may be included. For vacant
units, it is the rent asked for the rental unit at the time of enumeration.
4
The 2000 Census defines "Specified Owner-Occupied Housing Units" as single-family houses on less than 10 acres without a business or medical office
on the property. Specified Owner-Occupied Units exclude mobile homes, houses with a business or medical office, houses on 10 or more acres, and
housing units in multiunit buildings.
*CDP - Census Designated Place
88.6%
17.3%
21.1%
18.2%
17.5%
6.7%
3.0%
1.9%
1.9%
0.0%
0.0%
0.0%
1.1%
11.4%
University
of Nevada, Reno
(775) 784-1771
REPORTE DE NEGOCIOS HISPANOS
2004 • WINNEMUCCA
• UNIVERSIDAD
DE NEVADA, RENO
11/15/2004
UNIVERSITY
OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
P. 5 of 5
Bureau of Business and Economic Research,
University of Nevada, Reno (775) 784-1771
31
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
30
61
40
46
473
Annual Consumer Expenditures - Winnemucca CDP*
HUMBOLDT COUNTY, NEVADA
AVERAGE ANNUAL EXPENDITURES
PER HOUSEHOLD
Hispanics Non Hispanics
ANNUAL EXPENDITURES
$34,742
FOOD EXPENDITURES
FOOD AT HOME
FOOD AWAY FROM HOME
TOTAL FOOD EXPENDITURES
$3,643
$2,023
$5,666
TOTAL ALCOHOLIC EXPENDITURES
35.7%
100.0%
$301
HOUSING EXPENDITURES
SHELTER
OWNED DWELLINGS
RENTED DWELLINGS
OTHER LODGING
UTILITIES, FUELS, AND PUBLIC SERVICES
HOUSEHOLD OPERATIONS
HOUSEKEEPING SUPPLIES
HOUSEHOLD FURNISHINGS AND EQUIPMENT
TOTAL HOUSING EXPENDITURES
$7,372
$3,567
$3,645
$161
$2,413
$407
$471
$1,179
$11,841
APPAREL AND SERVICES EXPENDITURES
MEN AND BOYS
WOMEN AND GIRLS
CHILDREN UNDER 2
FOOTWEAR
OTHER APPAREL PRODUCTS AND SERVICES
TOTAL APPAREL AND SERVICES EXPENDITURES
$551
$638
$142
$521
$245
$2,097
TRANSPORTATION EXPENDITURES
VEHICLE PURCHASES
CARS AND TRUCKS, NEW
CARS AND TRUCKS, USED
OTHER VEHICLES
GASOLINE AND MOTOR OIL
OTHER VEHICLE EXPENSES
PUBLIC TRANSPORTATION
TOTAL TRANSPORTATION EXPENDITURES
$3,130
$1,149
$1,900
$481
$1,261
$2,062
$317
$6,769
HEALTHCARE EXPENDITURES
HEALTH INSURANCE
MEDICAL SERVICES
DRUGS
MEDICAL SUPPLIES
TOTAL HEALTHCARE EXPENDITURES
$671
$358
$271
$66
$1,366
ENTERTAINMENT EXPENDITURES
FEES AND ADMISSIONS
TELEVISION, RADIOS, SOUND EQUIPMENT
PETS, TOYS, AND PLAYGROUND EQUIPMENT
OTHER ENTERTAINMENT SUPPLIES, EQUIPMENT, AND SERVICES
TOTAL ENTERTAINMENT EXPENDITURES
$289
$565
$217
$338
$1,409
TOTAL PERSONAL CARE PRODUCTS AND SERVICES EXPENDITURES
TOTAL READING EXPENDITURES
TOTAL EDUCATION EXPENDITURES
TOTAL TOBACCO PRODUCTS AND SMOKING SUPPLIES EXPENDITURES
TOTAL MISCELLANEOUS EXPENDITURES
TOTAL CASH CONTRIBUTIONS EXPENDITURES
TOTAL PERSONAL INSURANCE AND PENSIONS EXPENDITURES
$492
$60
$488
$186
$628
$612
$2,827
GIFTS OF GOODS AND SERVICES EXPENDITURES
FOOD
ALCOHOLIC BEVERAGES
HOUSING
APPAREL AND SERVICES
TRANSPORTATION
HEALTHCARE
ENTERTAINMENT
PERSONAL CARE PRODUCTS AND SERVICES
READING
EDUCATION
ALL OTHER GIFTS
TOTAL GIFTS OF GOODS AND SERVICES EXPENDITURES
$45
$15
$116
$224
$37
$15
$47
$15
$1
$56
$65
$635
62.3%
30.1%
30.8%
1.4%
20.4%
3.4%
4.0%
10.0%
100.0%
26.3%
30.4%
6.8%
24.8%
11.7%
100.0%
46.2%
17.0%
28.1%
7.1%
18.6%
30.5%
4.7%
100.0%
49.1%
26.2%
19.8%
4.8%
100.0%
20.5%
40.1%
15.4%
24.0%
100.0%
2.4%
18.3%
35.3%
5.8%
2.4%
7.4%
2.4%
0.2%
8.8%
10.2%
100.0%
Non Hispanics
$14,626,382
$94,045,224
$3,099
$2,276
$5,375
$1,533,703
$851,683
100.0% $2,385,386
$7,164,888
$5,262,112
100.0% $12,427,000
$376
$126,721
$869,312
$7,829
$5,165
$2,160
$505
$2,684
$706
$545
$1,518
$13,283
$409
$704
$83
$313
$240
$1,749
$3,665
$1,753
$1,842
$70
$1,235
$2,471
$389
$7,759
$1,168
$590
$487
$105
$2,350
$542
$692
$369
$476
$2,079
57.7%
42.3%
58.9%
38.9%
16.3%
3.8%
20.2%
5.3%
4.1%
11.4%
100.0%
23.4%
40.3%
4.7%
17.9%
13.7%
100.0%
47.2%
22.6%
23.7%
0.9%
15.9%
31.8%
5.0%
100.0%
49.7%
25.1%
20.7%
4.5%
100.0%
26.1%
33.3%
17.7%
22.9%
100.0%
$526
$139
$752
$320
$792
$1,277
$3,899
7.1%
Hispanics
$40,677
$82
$13
$259
$237
$44
$33
$78
$21
$1
$184
$84
$1,036
7.9%
1.3%
25.0%
22.9%
4.2%
3.2%
7.5%
2.0%
0.1%
17.8%
8.1%
100.0%
$3,103,612
$1,501,707
$1,534,545
$67,781
$1,015,873
$171,347
$198,291
$496,359
$4,985,061
$231,971
$268,598
$59,782
$219,341
$103,145
$882,837
$1,317,730
$483,729
$799,900
$202,501
$530,881
$868,102
$133,457
$2,849,749
64.3%
35.7%
62.3%
30.1%
30.8%
1.4%
20.4%
3.4%
4.0%
10.0%
100.0%
26.3%
30.4%
6.8%
24.8%
11.7%
100.0%
46.2%
17.0%
28.1%
7.1%
18.6%
30.5%
4.7%
100.0%
$18,100,648
$11,941,480
$4,993,920
$1,167,560
$6,205,408
$1,632,272
$1,260,040
$3,509,616
$30,710,296
$945,608
$1,627,648
$191,896
$723,656
$554,880
$4,043,688
$8,473,480
$4,052,936
$4,258,704
$161,840
$2,855,320
$5,712,952
$899,368
$17,938,808
$282,491
$150,718
$114,091
$27,786
$575,086
$2,700,416
$1,364,080
19.8% $1,125,944
4.8%
$242,760
100.0% $5,433,200
$121,669
$237,865
$91,357
$142,298
$593,189
$1,253,104
$1,599,904
15.4%
$853,128
24.0% $1,100,512
100.0% $4,806,648
$207,132
$25,260
$205,448
$78,306
$264,388
$257,652
$1,190,167
$1,216,112
$321,368
$1,738,624
$739,840
$1,831,104
$2,952,424
$9,014,488
$18,945
$6,315
$48,836
$94,304
$15,577
$6,315
$19,787
$6,315
$421
$23,576
$27,365
$267,335
57.7%
42.3%
100.0%
58.9%
38.9%
16.3%
3.8%
20.2%
5.3%
4.1%
11.4%
100.0%
40.3%
4.7%
17.9%
13.7%
100.0%
47.2%
22.6%
23.7%
0.9%
15.9%
31.8%
5.0%
100.0%
49.1%
49.7%
26.2%
25.1%
20.7%
4.5%
100.0%
20.5%
26.1%
40.1%
33.3%
7.1%
2.4%
18.3%
35.3%
5.8%
2.4%
7.4%
2.4%
0.2%
8.8%
10.2%
100.0%
$189,584
$30,056
$598,808
$547,944
$101,728
$76,296
$180,336
$48,552
$2,312
$425,408
$194,208
$2,395,232
33
23.4%
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
32
64.3%
TOTAL ESTIMATED EXPENDITURES
WITHIN SUBREGION
17.7%
22.9%
100.0%
7.9%
1.3%
25.0%
22.9%
4.2%
3.2%
7.5%
2.0%
0.1%
17.8%
8.1%
100.0%
SOURCE: 2002 Consumer Expenditures Survey, Bureau of Labor Statistics, U.S. Dept. of Labor
*CDP - Census Designated Place
11/15/2004
P. 1 of 1
Bureau
Business and Economic
Research,
REPORTE DE NEGOCIOS HISPANOS
2004of• WINNEMUCCA
• UNIVERSIDAD
DE NEVADA, RENO
University of Nevada, Reno (775) 784-1771
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
SECTION VI • CONTACT INFORMATION
Winnemucca Business Assistance and Support Resources
NEVADA SMALL BUSINESS
DEVELOPMENT CENTER
90 West Fourth Street
Winnemucca, NV 89445
(775) 623-1064
www.nsbdc.org
HUMBOLDT COUNTY
CHAMBER OF COMMERCE
30 West Winnemucca Blvd.
Winnemucca, NV 89445
(775) 623-2225
www.humboldtcountychamber.com
GREAT BASIN COLLEGE
5490 Kluncy Canyon Road
Winnemucca, NV 89445
(775) 623-4824
www.gbcnv.edu
HUMBOLDT COUNTY
50 West Fifth Street
Winnemucca, NV 89445
(775) 623-6300
www.hcnv.us
NEVADA JOB CONNECT
475 Haskell Street
Winnemucca, NV 89445
(775) 623-6520
www.nevadajobconnect.com
WINNEMUCCA VISITORS
AND CONVENTION
AUTHORITY
50 West Winnemucca Blvd.
Winnemucca, NV 89445
(775) 623-5071
www.winnemucca.com
JOB OPPORTUNITIES
IN NEVADA
705 East Fourth Street
Winnemucca, NV 89445
(775) 623-6218
www.join.org
Hispanic Chamber of Commerce
of Northern Nevada
OUR MISSION/NUESTRA MISIÓN
CONTACT US:
Hispanic Chamber
of Commerce of
Northern Nevada
(HCCNN)
To promote the economic development and enhancement
of the community by empowering Hispanic business interests.
425 East Taylor
PO Box 7458
Reno, NV 89510
Fomentar el crecimiento económico y desarrollar
las cualidades de nuestra comunidad a través del crecimiento
de los negocios Hispanos.
TEL-775-786-4100
FAX-775-786-4112
www.hccnn.org
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
The Nevada Small Business Development Center (NSBDC) is a statewide
resource for business assistance, providing a unique array of services,
expertise and training in all areas including starting, growing, and developing
a business. The NSBDC also offers information and guidance in understanding
and complying with environmental and safety regulations. In addition,
the NSBDC provides useful information and analyses of the economy,
environment and demographic data to help businesses, government and
other organizations promote economic growth in their communities.
Recognizing the importance of small business to the state’s economy
and the need for support, the Nevada Small Business Development Center
combines the resources of University of Nevada, Reno’s and UNLV’s colleges
of business with the U. S. Small Business Administration and other partners
to help businesses. The NSBDC’s mission is to enhance economic growth
in the state of Nevada through business development.
Over 97% of the businesses in the state of Nevada employ less than
100 people and 72% employ less than 10 people. Nearly 60% of Nevada
employees work for a small business, representing 44,000 small businesses
and over 600,000 employees. Small businesses generate 52% of Gross
Domestic Product and create roughly 70% of net new jobs in our economy.
Small businesses face an annual regulatory burden estimated at $6,975 per
employee, a burden nearly 60% above those facing businesses employing
over 500 employees.
In 2003, the NSBDC, through its 13 statewide offices, assisted over 11,000
businesses through counseling assistance, training, and information requests
and assisted clients in acquiring $9.1 million of new capital. Clients reported
200 jobs were created and 75 jobs retained.
NSBDC PROGRAMS:
• Business and
entrepreneurial
counseling and training.
• Free, confidential,
third-party safety
and environmental
compliance assistance;
• NxLeveL for
Entrepreneurs, a 13week course in business
education;
• Free and low cost
professional management
training;
• Assistance for
Disadvantaged Business
Enterprises (DBEs) /
contract procurement;
• Geographic information
services — statewide
demographic and
economic analyses;
• Population estimates and
forecasts;
• Applied research,
economic impact studies,
and needs assessments;
• Technology assistance;
and
• Energy conservation
education for businesses
The state office of the Nevada Small Business Development Center
at the University of Nevada, Reno can be reached at 775-784-1717
www.nsbdc.org
UNIVERSITY OF NEVADA,RENO • WINNEMUCCA • HISPANIC BUSINESS REPORT 2004
35
WINNEMUCCA HISPANIC
BUSINESS REPORT
WINNEMUCCA HISPANIC
BUSINESS REPORT
34
HUMBOLDT DEVELOPMENT
AUTHORITY
50 West Fifth Street
Winnemucca, NV 89445
(775) 623-4300
www.hdanv.org
CITY OF WINNEMUCCA
90 West Fourth Street
Winnemucca, NV 89445
(775) 623-6333
www.winnemuccacity.org
NOTES
Humboldt County’s Hispanic population grew
30.2% from 2,335 in 1990 to 3,040 people in
2000. This compares to an increase of 57.9%
overall for the United States’ Hispanic population.
— Source: U.S. Census Bureau
WINNEMUCCA HISPANIC
BUSINESS REPORT
36
The Winnemucca Area’s Hispanic
population is projected to reach
3,473 by 2010 for a 14.2% increase.
This compares to a projected
national increase of 34.1%
— Source: Nevada State Demographer
REPORTE DE NEGOCIOS HISPANOS 2004 • WINNEMUCCA • UNIVERSIDAD DE NEVADA, RENO
Nevada Small Business Development Center
University of Nevada, Reno
Mail Stop 32
Reno, Nevada 89557