Latino nonprofits start their own shops to make helping small businesses their business

SAN FRANCISCO (AP) — From the pink neon sign on the sunshine yellow wall to the multicolored Mexican paper garlands, Mission Lotería's storefront emits cultural pride everywhere you look.

After seven years of promoting local businesses in San Francisco's predominantly Latino Mission District, the nonprofit has a brick-and-mortar space that reflects its passion for the neighborhood. Now, beyond events like taco tours and a Bad Bunny look-alike contest, it can provide a spot for Latino entrepreneurs and artists to sell their goods.

Luis Quiroz, Mission Lotería founder, is still nervous about hitting monthly numbers amid a rough economy in one of the country's most high-priced cities. But he and his team believe in their — for lack of a better word — mission.

“What’s the economics term? High risk, high reward,” Quiroz said. “I feel like we’re at a really good place. Almost every day, people come in, they’re like, ‘Omigod, I’ve been following you for so long.’”

Despite both a rise in costs and fears around immigration crackdowns, some Latinos are making it their business, literally, to champion other Latino entrepreneurs. But beyond just shelf space, they are giving artists and business people advice, resources and connection to a bigger audience. The complex political and economic climate has only intensified their desire to invest their own time and resources in uplifting other Latino and Hispanic creatives. More places are starting to recognize Latino businesses and the inherent disadvantages they encounter.

Yesi Chavez has stocked greeting cards, magnets and “Trader Jose’s” minitotes at Mission Lotería since it opened just before the start of Hispanic Heritage Month. It's been a brand boost as store shoppers recognize her merchandise when she sells at pop-ups. It's also special to Chavez, who works full-time as a hotel events administrator, to display alongside other Latinos.

“I feel like Latinos, as far as I’ve seen, they really come together and try to support their own and try to make sure that, especially, Latina women are well supported,” Chavez said.

Amor Collective, where you can find fun merch, made entirely by Latinas, like concha bread earrings or Día de Muertos (Day of the Dead) candles, opened in August in downtown Phoenix after quietly operating in the suburbs. Founder Stephanie Vasquez made the bold relocation move despite it meaning higher rent. A space next door to her coffeehouse became available and the shop, in Vasquez's opinion, deserved to be in the bustling downtown.

The grand opening “was emotional,” Vasquez said. “I will say that the Latino community truly supports us.”

A decade ago, Vasquez established a nonprofit, Empowering Latina Leaders in Arizona or ELLA (Spanish for “her.”). She created it after seeing how underpaid Latinas remain. In fact, Hispanic female full-time workers make 79% of the median earnings their white counterparts earn, making them the lowest earning by race and gender, according to a July quarterly earnings report from the U.S. Bureau of Labor Statistics.

She started monthly pop-up markets for Latina entrepreneurs. A permanent storefront seemed like a natural next step, so she opened Amor Collective four years ago in the Phoenix suburb of Peoria.

“An incubator space for business owners to come together, mitigate risk — so now their risk is so low that they're able to be bold and they're able to really play in their businesses,” she said.

Over 35 entrepreneurs have signed a one-year lease with Amor. They are invited to monthly meetings where Vasquez arranges for guest speakers on topics like public relations and banking. A few members have been afraid to come because they've had family detained by Immigration and Customs Enforcement. So Vasquez made them Zoom-friendly, too.

“It's very clear that coming together as a community is very necessary,” Vasquez said. “This is where I think it's important for the consumer, whether you have the privilege of not being afraid to come out, then to come to spaces like this and support communities that might be in need.”

The current mood of Latinos nationwide is divided when it comes to achieving the American dream. Nearly one-fifth of Latino adults say it is out of reach for them, according to Pew Research. Nearly 3 in 10, or 27%, believe the American dream doesn’t exist altogether.

Outside of advocacy groups, more cities are acknowledging the potential of Latino businesses with resources like grants. Quiroz asserts Mission Lotería — the name is a nod to a Mexican card game — would not have opened had the team not pitched their vision to a panel overseeing the city's storefront opportunity grants.

“I think just with the investments that we brought to the community, to the neighborhood, it felt like a good fit for both parties,” Quiroz said. “We ended up receiving the grant award for $50,000. That went really quick with our rebuilds.”

The North Central Massachusetts Chamber of Commerce, which represents over 25 cities and rural communities 50 miles (80 kilometers) west of Boston, launched the Latino Initiative for Development of Entrepreneurship and Resources in July. LIDER, the Spanish word for “leader,” affords Latino-run businesses networking and educational opportunities to make up for “an access gap.” Some events and materials are in Spanish.

“We've seen for many years now a growing trend of businesses that are being formed or led by Latinos here in the region,” said Chamber president and CEO Roy Nascimento. “Latinos are starting businesses at three times the rate of the general population.”

The Chamber has not gotten any negative feedback for this initiative or for being seen as pro DEI — diversity, equity and inclusion.

“Chambers of commerce by their very nature are very inclusive,” Nascimento said. “Our mission is to advance the economy of North Central Massachusetts.”

Amor Collective will strive to be an event space beyond just meetings and workshops. A nook with tables, chairs and a television screen will also be where they have craft classes. DJs have started spinning tunes on Sundays.

“I'd love to have venue spaces. Like everything our community needs, I'd love to be a one-stop shop to do that,” Vasquez said.

For Quiroz, who was undocumented as an infant and carries proof of his legal permanent status, he wants Mission Lotería to feel welcoming for Latino and Hispanic people whether they were born in the U.S. or somewhere else.

Future plans include creating content to introduce entrepreneurs via social media, YouTube and a podcast. The ongoing construction inside includes carving out a podcast room in the back.

“People can really hear the stories of these business owners and their journey,” Quiroz said. “Anytime I get a chance to speak to them, their stories are so fascinating.”

Artwork featuring local references is displayed at the Mission Loteria store on Friday, Oct. 9, 2026, in San Francisco. (AP Photo/Akash Pamarthy)

Mission Loteria CEO Luis Quiroz explains Loteria cards to Ashley Creek, 45, at the store on Friday, Oct. 9, 2026, in San Francisco. on Friday, Oct. 9, 2026, in San Francisco. Inspired by the traditional Mexican game of lotería, Mission Lotería features cards representing real businesses in the Mission District, encouraging players to visit local establishments and collect cards. (AP Photo/Akash Pamarthy)

Mission Loteria CEO Luis Quiroz holds a Trader Jose's tote bag at the store on Friday, Oct. 9, 2026, in San Francisco. (AP Photo/Akash Pamarthy)

Cards featuring local references, including a No. 26 card representing resistance are displayed at the Mission Loteria store on Friday, Oct. 9, 2026, in San Francisco. (AP Photo/Akash Pamarthy)

Store associate Dalia Rangel, store manager Paloma Flores and CEO Luis Quiroz pose for a portrait at the Mission Loteria store on Friday, Oct. 9, 2026, in San Francisco. (AP Photo/Akash Pamarthy)

GULF BREEZE, Fla. (AP) — Isaias crashed into the U.S. Gulf Coast on Friday as a dangerous Category 2 hurricane, hammering communities in Alabama and the Florida Panhandle with damaging winds, heavy rain, flooding and life-threatening storm surges.

The first hurricane of the Atlantic season made landfall near Destin, Florida, the Miami-based National Hurricane Center said. It had maximum sustained winds of 105 mph (169 kph). The storm weakened to just below major hurricane status before it came ashore and by early Saturday was no longer considered a hurricane as its wind speeds continued to decrease.

“The storm is here. Buckle down at this point. Don’t be getting out on the roads,” Florida Gov. Ron DeSantis said at a news conference, adding that flash flooding would be a hazard “throughout the region.”

Hurricane-force winds lashed the Gulf shoreline in the low-lying coastal area known for powdery white-sand beaches dotted with vacation homes, waterfront bars, and seafood shacks. Forecasters warned the conditions could also stir up tornadoes across the Florida Panhandle and into southern Georgia.

“We’re watching it very closely, the hurricane,” President Donald Trump told reporters at the White House late Friday night as he returned from a rally in upstate New York, adding that it was “under control.”

Roads in Destin were flooded, while in nearby Pensacola, police warned residents to stay off the streets because of debris across roadways. While the extent of the damage was not immediately known, many area residents posted pictures online of downed trees and power lines, and one social media video showed a roof being ripped off an inn in Pensacola.

Some Panhandle counties temporarily suspended emergency response Friday night because of dangerous conditions.

Parts of southern Alabama also were flooded, with officials in Mobile reporting downed trees and power lines. Roads in Houston County, which is in the southeastern corner of the state, were closed because of similar conditions.

More than 664,000 customers in Florida and Alabama were without power early Saturday, according to poweroutage.com.

Tim Mowry, who rode out the storm from his home in Pensacola, said the wind was so intense it sounded like a train whistle as it whipped through a crack in his patio door. He lost power around 4:30 p.m. but was able to rely on a generator. Standing water also covered his backyard, and parts of his fence were ripped down, but overall he said the storm wasn’t as bad as he expected.

“As far as Pensacola-wise, we really got fortunate,” Mowry said.

Mowry said his son, who lives about 15 minutes away, tried to drive to his home after losing power but had to turn around because downed trees and power lines blocked the roads.

One of the biggest concerns is a storm surge that could reach 3 to 5 feet (0.91 to 1.52 meters) from Dauphin Island, Alabama, to Florida's Aucilla River, according to the hurricane center.

Dangerous conditions are expected throughout the western panhandle, southern Alabama and southern Mississippi, the National Hurricane Center said. Several counties announced mandatory evacuations while Mobile, Alabama, imposed a curfew through Saturday morning.

In a sign of how serious the warnings are, dozens of Waffle Houses in the Florida Panhandle closed, according to the company's website. The beloved Southern breakfast chain is known for staying open through severe weather and often serves as a measure of a storm’s severity.

Kelsei Frazier, a Florida native living in Pace and no stranger to hurricanes, knows all about the Waffle House Index.

“We joke because if Waffle House is still open, then you know it’s not a bad hurricane, but all the Waffle Houses that I know of within at least a normal range from us are closed,” said Frazier.

DeSantis warned residents to expect gasoline shortages and bridge and highway closures.

The state's National Guard deployed about 5,000 soldiers and airmen to help with the response, and search-and-rescue teams were ready to respond, while some prisons evacuated inmates.

Isaias was already slowing after landfall, and it was expected to weaken further and be downgraded to a tropical storm by Saturday afternoon, the center said.

Still, heavy rain is forecast as it moves inland, with 4 to 8 inches (10 to 20 centimeters) or even more expected through the weekend from southern Alabama to southwestern Georgia.

Isaias, the first hurricane to hit the eastern U.S. since Milton tore up the Gulf Coast of Florida in 2024, is also expected to bring heavy rain and potential flooding to much of the Southeast over the weekend, then to parts of the Midwest and Northeast into Monday.

The storm grounded most Friday flights at several panhandle airports, including all flights into and out of Destin-Fort Walton Beach Airport. Trump, meanwhile, scrapped his plans to attend Saturday’s football game between the University of Georgia and the University of Alabama in Tuscaloosa. He said he didn’t want to disrupt emergency response efforts.

Isaias was expected to miss the oil industry’s biggest hubs along the Gulf Coast, but fuel prices could rise if power outages shut down refineries for processing crude, industry experts said.

Meanwhile, in the Pacific, Hurricane Simon became a Category 4 storm early Saturday, ahead of a projected landfall in Mexico this weekend.

Tropical Storm Rachel was also expected to bring heavy winds and rain to northern Mexico and Southern California over the weekend.

Megnien reported from Panama City, Florida, Golden reported from Seattle, and Seewer reported from Toledo, Ohio. Seth Borenstein and Collin Binkley in Washington; Rio Yamat in Las Vegas; Gerald Herbert in Pensacola, Florida; Dave Collins in Hartford, Connecticut; Sarah Raza in Sioux Falls, South Dakota; Kim Chandler in Montgomery, Alabama; and Laura Turbay in Little Rock, Arkansas contributed to this report.

This GOES-19 GeoColor satellite image provided by the National Oceanic and Atmospheric Administration (NOAA) and taken at 1:06 p.m. EDT, Friday, Oct. 9 2026, shows Hurricane Isaias approaching the Gulf Coast of Alabama and Florida . (NOAA via AP)

People sit outside an evacuation shelter as Hurricane Isaias approaches Pensacola, Fla., Friday, Oct. 9, 2026. (AP Photo/Gerald Herbert)

Jim McKenzie looks out over an empty beach as the effects of Isaias keep beachgoers away on Friday, Oct. 9, 2026, on Mon Louis Island, Ala.(AP Photo/Octavio Jones)

An American flag flaps in the wind generated by the effects of Isaias on an empty beach on Friday, Oct. 9, loom overhead on Friday, Oct. 9, 2026, in Mon Louis Island, Ala. (AP Photo/Octavio Jones)

Shahar David, employee at Cafe Bistro, feeds his family before closing as Hurricane Isaias approaches Pensacola Beach, Fla., Friday, Oct. 9, 2026. (AP Photo/Gerald Herbert)

Jason Coffey boards up a convenience store at a gas station as Hurricane Isaias approaches Pensacola Beach, Fla., Friday, Oct. 9, 2026. (AP Photo/Gerald Herbert)

Residents pick up sandbags for storm preparation at the James Seals Jr. Parks & Recreation Center ahead of Hurricane Isaias' expected landfall along the Gulf Coast, Thursday, Oct. 8, 2026, in Mobile, Ala. (AP Photo/Octavio Jones)

Marine flags flap in the wind generated by the effects of Isaias as a vehicle passes on Friday, Oct. 9, 2026, in Dauphin Island, Ala. (AP Photo/Octavio Jones)

Surfers swim out to waves as Hurricane Isaias approaches Pensacola Beach, Fla., Friday, Oct. 9, 2026. (AP Photo/Gerald Herbert)

Silas Bowles, of Gulf Breeze, Fla. films the surf as Hurricane Isaias approaches Pensacola Beach, Fla., Friday, Oct. 9, 2026. (AP Photo/Gerald Herbert)

Mike Howard, foreground, and Joshua Brown board up Perdido Key Sports Bar as Hurricane Isaias approaches Perdido Key, Fla., Thursday, Oct. 8, 2026. (AP Photo/Gerald Herbert)

People walk on the beach at sunset as Hurricane Isaias approaches Pensacola Beach, Fla., Thursday, Oct. 8, 2026. (AP Photo/Gerald Herbert)

Daniel and Brand Harp, of Lebanon Tenn., here on vacation, pack their belongings to evacuate in the morning as Hurricane Isaias approaches Pensacola Beach, Fla., Thursday, Oct. 8, 2026. (AP Photo/Gerald Herbert)

This satellite image from the National Oceanic and Atmospheric Administration shows Hurricane Isaias in the Gulf of Mexico, Friday, Oct. 9, 2026. (National Oceanic and Atmospheric Administration via AP)

Larry Smith boards up his home with plywood ahead of Hurricane Isaias' expected landfall along the Gulf Coast in Dauphin Island, Alabama, Thursday, Oct. 8, 2026. (AP Photo/Octavio Jones)