the color of dinero.

The Las Vegas Business Press has an interesting article about the new hot demographic for the gaming industry: Latinos.

Gaming execs to discuss burgeoning Latino market

BY DAVID MCKEE

They have seen the future and it speaks Spanish. That is the contention of many in the braintrust that has been assembled for the inaugural Hispanic Gaming Summit tomorrow, a one-day prequel to the annual Casino Marketing Conference, presented by Ascend Media Gaming Group and Raving Consulting Co. Still, with the casino business doing bigger numbers year after year, why worry about this particular subset of America?

"Long story short, that's where the young people are," stated Charles Anderer, Ascend's director of trade events, who added that the casino industry needs to "wean itself off a dwindling number of older players. They need to develop new market segments. (Latinos are) a young segment but will be maturing over the next decade."

We're in the learning curve. I include myself," said Charles Harrison of Harrison & Montoya, co-sponsors of the event. "We cannot just rely on caricatures of Speedy Gonzales and mariachis."

Harrison has been a casino general manager in Latin America. Read more.

That last quote is the money-quote. I can tell you first hand that people do NOT understand the Lation market....well, white people.