Elgin business expo a showcase for Latin culture

Rolando Serna's artwork depicting traditional Mexican and Guatemalan scenes boiled down to their essential colors and movements was not enough.

Serna wanted the hundreds of people who walked past his stall at Saturday's Hablamos Espanol Expo to get the full blast of Latin culture - its music, its Diaspora, its struggles and its dreams.

"If this is going to be Latin, it has to be Latin," Serna said.

On display were not only Serna's paintings but also the celestial artwork of his brother and the vivid, vibrant street scenes portrayed in Eric Delgado's works. Latin music streamed from a boombox, and South American flags adorned the display tables.

"We all get to show our own side," Serna said. "Nothing is wrong, just different."

The same could be said of the fifth annual expo Saturday. The event, organized by the Elgin Area Chamber of Commerce, was a showcase for many facets of Latino culture - dance, visual art, music, cuisine - as well as a way for local businesses to connect with Elgin's Hispanic population.

Although rain and overcast skies coincided with the expo, The Centre of Elgin was filled with vendors, performers and visitors from about 10 a.m. to 3 p.m. Saturday. The event's organizers said they tried to provide more entertainment, traditional food and workshops on topics ranging from citizenship to workers' rights.

"We were able to expose people to things they hadn't seen about Latino culture," said Jeanette Mihalec, vice president of membership for the chamber of commerce.

Mihalec estimated the event came close to matching last year's estimated turnout of about 2,000 people. The expo had more vendors than ever before, she said, including several Elgin businesses that joined the chamber just to participate in Hablamos Espanol.

"Business as usual is not going to cut it," Mihalec said. "If you're wanting to reach more customers, you have to think of ways you can meet their needs."

Elgin resident Rene Casasola was clutching a bag full of information and free giveaways after an afternoon of perusing the stalls at the expo. Casasola said the event was important because it provided critical services and information to Latinos from all social classes.

"This is very important for the Hispanic people," Casasola said in his native Spanish. "This kind of event gives them all of the resources they need."