LOCAL MARKET INFORMATION The Hispanic consumer is a critical market in Orlando Florida’s Hispanic population 3.2 million in 2003 (up 16% from 2000). By 2010 expected to grow by 25% to 4.2 million. (HYP Network estimate) Orlando Over 340,000 living in 104,000 households in 2003 (+240% since 1990). By 2010 Orlando’s Hispanic population will increase to over 490,000. (HYP Network estimate) Hispanic population in Orlando’s 4-county area (2003): Osceola - 71,000 (34% of total)            Lake - 19,000 (8% of total) Orange - 205,000 (21% of total)             Seminole - 49,000 (13% of total)         Sources: U.S. Census Bureau SPANISH SPEAKING CONSUMERS Hispanics are over two times more likely to live in households of 5 or more (Hispanic households of 5 or more account for 26% of total households of 5 or more). Florida’s Hispanic median age is 10.5 years younger than White, Non-Hispanic (Orlando’s Hispanic median age is 10.3 years younger than White, Non-Hispanics). 53% of Hispanic households in Orlando include children (Only 33% of U.S. Non-Hispanic households have children). In Orlando over 260,000 consumers are Spanish speakers. 15,000 speak Spanish exclusively. 40,000 speak primarily Spanish. About 210,000 speak both Spanish and English.   Sources: U.S. Census Bureau PURCHASING POWER Hispanic workers in Florida will continue to increase dramatically (+52% from 1990 to 2000); In Orlando Hispanic workers increased 160% (Hispanics account for 15% of labor force in 2000). Hispanic consumers will be more educated and affluent. Orlando’s Hispanic school enrollment increased by 190% in 2000 compared to 10 years before. Hispanic students represent 19% of the total. Hispanic annual buying power in Florida in 2004 was $63.7 billion and expected to grow to $90.8 billion by 2009. In 1999 Hispanic median household income in Orlando was $41,871. Sources: U.S. Census Bureau; Selig Center for Economic Growth, The University of Georgia, May 2004