Sears Concerts Focus On Latinos

In an effort to target its Latin buyers in specific markets, giant retailer Sears has launched a nine-market concert series that will take various artists to different venues in the U.S. and Puerto Rico.

The Sears Hispanic Concert Series kicked off Sept. 28 with a Carlos Vives concert at Los Angeles' Universal Amphitheatre and continues through March 2003. But rather than sponsor a single tour from a single artist, Sears—in a calculated move—is backing tour stops by a wide range of acts.

"Under the umbrella of a concert tour, we are sponsoring various internationally renowned artists that have broad appeal, particularly from a regional perspective," Sears VP of multicultural management Gilbert Dávila says. "So we can go into a market and really tailor that market for that artist."

In addition to Vives, the Sears tour will feature veteran Spanish diva Rocío Durcal, Mexican star Marco Antonio Solís, salsero Gilberto Santa Rosa, and up-and-comer Jaime Camil. In many cases, acts will perform as double bills (for example, Solís and Durcal have several dates together), or one may open for another. Dávila also says it is possible that artists will change as the series progresses.

PAST EXPERIENCE

Sears is not new to the Latin entertainment business. In 1995, the company sponsored Gloria Estefan's Evolution tour. Later, it sponsored a national tour by Mexican superstar Juan Gabriel, as well as Christina Aguilera's first headlining tour.

"It's a great product to have the event associated with," says Jorge Naranjo, VP of touring for Cardenas Fernandez & Associates (CFA), which is promoting the series. "And also, obviously we're able to get a lot of promotion through them for all these events."

CFA previously worked with Sears on the Gabriel tour, which involved 25 shows. But the variety of acts and genres involved in the current series provides a unique opportunity to reach—and market to—a more diverse audience. It also suggests that retailers are realizing the potential of the Hispanic market.

"We're in the business of connecting with our core customer from different angles," Dávila says. "One is advertising, but we also like to market where our customers live, where they work, and where they shop. So it's important for us to bring that element to further show our commitment to the Hispanic market. And it hits our core constituent—women, 18-39."

HEFTY HISPANIC MARKET

Of Sears' more than 800 stores nationwide, 216 are "Hispanic-designated," meaning that Hispanics represent the largest customer base for each. According to Sears, total sales from those stores are expected to exceed the $3 billion mark by year's end.

Dávila says that research indeed confirms that specific stores register a bump in sales when advertising is complemented through this type of event marketing. Beyond that, he adds, "it's a way to differentiate Sears from our competitors and bring excitement to our customers and our Sears associates and to bring the 'wow' factor into Sears."

The Sears Hispanic Concert Series will stop in L.A.; Chicago; New York; San Diego; Miami; Houston; San Antonio; San José, Calif.; and San Juan, Puerto Rico. As part of the series, Sears is sponsoring a national sweepstakes for a VIP trip to see Vives perform in San Juan, as well as local sweepstakes for other prizes.