Forget Mariachis And Sombreros; Focus On What Matters, Says Guy Garcia From: industryreport.mountainnews.com

“Skateboarding and surfing have embraced and promoted the multicultural aspects of their sports,” NSAA headliner Guy Garcia told The Industry Report’s Paul Doherty. “That’s where I would be throwing my money.”

Garcia went well beyond his remarks from the platform – a presentation that elicited no questions or real buzz because it was essentially a summary of his new book, The New Mainstream: How the Multicultural Consumer is Transforming American Business.

Still, Garcia had plenty to say to the ski industry, but it took an exclusive interview with the IR after his speech to get it out. Garcia is a journalist, novelist, and multimedia entrepreneur and founder of Mentametrix, a multicultural research and marketing firm. He’s consulted with a number of major companies and trade groups, including Colorado Ski Country, USA. He was the AOL executive who launched the first iteration of AOL Latino. “*

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