HBSA attends 37th Annual Hispanic Heritage Awards in Washington, D.C.

SAN MARCOS — Texas State University Hispanic Business Student Association (HBSA) members volunteered as invited attendees at the 37th Hispanic Heritage Awards ceremony in Washington, D.C, on Sept. 5.

The invitation was organized by McCoy College of Business Foundation member, author, entrepreneur and business strategist Mark Madrid, who has worked closely with HBSA for over a decade.

In collaboration with Antonio Tijerino, President and CEO of the Hispanic Heritage Foundation (HHF), Madrid considered opportunities that would provide enriching cultural and professional experiences for members.

“I thought this was the next step, to be involved in the signature event for Hispanic Heritage Month produced by the premiere organization for Hispanic Heritage,” Madrid said. “Not only were they up to the challenge, they exceeded all expectations and it was magical.”

The Hispanic Heritage Awards and the Hispanic Heritage Foundation were established in 1988 by the White House to commemorate the creation of Hispanic Heritage Month (Sept. 15-Oct. 15) in the U.S.

Often referred to as the Emmys of the Hispanic community, the invitation marked a profound milestone for HBSA. This prestigious invitation underscores their presence as emerging leaders within the Hispanic business community.

Jesse Villareal, senior economics major and HBSA president, said the organization’s invitation to the event reflects the recognition of the work they’re doing on campus and their growing visibility in the business space.

“It felt amazing to be given the opportunity to be one of the first organizations to help at an event like that,” Villareal said. “It felt like we were seen on a global level.”

With over 200 members at Texas State, HBSA’s work has contributed to building a vibrant and supportive Hispanic community, growing members’ networks and professional skills and preparing students for success after graduation.

As a Hispanic-Serving Institution, Texas State’s mission includes supporting and elevating its Hispanic students. The opportunity to participate in the ceremony exemplifies McCoy College’s commitment to the university’s mission. Madrid pointed out how this closely aligns with the mission of the HHF.

“It’s celebrating excellence, and celebrating a swath of diversity in terms of experiences and showcasing them,” Madrid said. “That's what we want to do, uplift with optimism.”

Dr. Seth Frei, assistant dean and HBSA faculty advisor, believes members’ commitment to elevating their professional skills contributed to their invitation to the event.

“They've shown that they're very service oriented and that's really what this role was,” he said. “How do we serve the public that is coming to this large event, that is really the kickoff of Hispanic Heritage Month. We are honored to be a part of it.”

Frei chose to work with HBSA because of the group's energy and enthusiasm for making the most of their time at the university. He views his position as a supporting one, allowing students to take the initiative and lead the organization while he provides guidance when needed. He said the students' responsibility in shaping direction and initiatives helps them develop fundamental business skills.

“Ultimately, I don't view it as my role to lead the organization,” Frei said. “We cultivate great leaders each year, and that's one of the fun parts of this role; I get to see them develop.”

He also said participating in the event furthers the organization's goals and, by extension, the university’s mission.

“I think one of the benefits of an event like this and the reason that it ties so well to our mission at Texas State is to really get the students out of the classroom to provide opportunities for them to be involved and engaged in the broader community,” he said.

Held annually at the John F. Kennedy Center for the Performing Arts Opera House in Washington, D.C., the awards ceremony honors the achievements and contributions of Hispanic leaders in business, the arts and education while spotlighting the community's cultural diversity. Past honorees include Celia Cruz, Bad Bunny, Tito Puente and Los Tigeres Del Norte.

Sixteen HBSA members participated in the two-day event, which began with HHF’s Celebrate Hispanic Identity Charla (Spanish for “chat”) and featured various speakers sponsored by the Walt Disney Company.

The Charla offered students a chance to hear firsthand accounts about the speakers’ experiences and the significance of embracing one’s cultural identity. They heard a range of perspectives from individuals, including women, LGBTQ+ voices, and those who don’t fit traditional Hispanic stereotypes, providing a glimpse into the diversity of the Hispanic community.

“Hearing all of the speakers’ diverse stories showed there's not one type of Latino out there. Everyone's different,” he said. “It's a big umbrella and to celebrate all of that together was real and amazing.”

On the day of the event, HBSA members arrived early, dressed in formal black-tie attire, ready to take on their roles with a mix of excitement and nerves. Hours before the doors opened, they prepared for their responsibilities, including ticket distribution and assisting well over 2,000 attendees.

The vibrant red carpets and ornate elegance of the Kennedy Center, including the monumental eight-foot bust of President Kennedy by American sculptor Robert Berk, set the stage for a star-studded celebration recognizing the achievements of esteemed Hispanic figures across the nation.

Honorees included fashion icon Carolina Herrera, basketball star Carmelo Anthony, comedian Julio Torres, and a posthumous celebration of baseball legend Roberto Clemente.

The event also featured a performance by the band Los Angeles Azules, who were honored and then closed the event with a performance, marking an unforgettable night for HBSA members.

During the event, honorees, including Herrera, shared diverse stories about their humble beginnings and their resilience while navigating the nuances of their cultural identities in competitive fields that often lack representation.

Their anecdotes resonated with members’ backgrounds and experiences, inspiring hope for their futures.

Genesis Reyes, McCoy College marketing alumna, shared how meaningful it was to see representation in such an influential space.

“It's definitely discouraging sometimes when you don't see someone that looks like you out in these industries,” she said. “Seeing the awards and being there and just learning about everyone's stories helped me understand that even though there isn't that support right now, there is still potential to grow.”

In industries where Hispanic representation, particularly of women, is historically low, the event’s commitment to honoring the contributions of Hispanic women was reflected in the honoree, musical guests, and presenter selections.

For Veronica Rodriguez, agribusiness and management senior, cultural representation as a Latina and a woman in business holds great significance. A pivotal moment of the ceremony was seeing prominent and successful Hispanic women recognized for their contributions to the culture.

“Someone that stood out to me was Carolina Herrera,” Rodriguez said. “She was able to get to the top and use that ganas and grit to get to where she is now. It's an insane opportunity to experience that.”

The recognition of the significant role Hispanic women play in shaping industries and society demonstrates why visibility and celebration in spaces that traditionally have limited representation is consequential. This acknowledgment also illustrates the growing influence of Hispanic leaders and the value it holds for young Hispanic women.

“As a Latina woman in the business space, I think we struggle to find that feeling of being a part of something,” Rodriguez said. “Just knowing that we are seen and heard, and that we're part of something so big is really rewarding.”

Reyes shared her perspective as a young Hispanic woman starting her career following her graduation last May.

“Being a first-generation student, I wasn’t even sure I was going to make it through college,” she said. “Watching all of them up there gave me that validation.”

Reflecting on their experiences, HBSA members shared how they influenced their professional development and helped them grow their networks.

“I think talking with a lot of these high-profile people really gave me an idea of how important it is to network,” Rodriguez said. “In the end, networking is what's going to eventually get you a job.”

For Reyes, the experience invoked mixed emotions.

“As a Latina woman, and being in that space. I felt very empowered and also respected by everyone that was there,” she said. “I will say at first, I was very intimidated and kind of nervous being at the award ceremony.”

Madrid emphasized being in these spaces early is as critical as he reminisced about his time on Wall Street and overcoming imposter syndrome and adversity early in his career.

“I think being in these rooms early and often is the key to building up that confidence,” he said. “To put yourselves in positions of inspiration and to work on the networking part. I think those are all critical; I am an example of that.”

Rodriguez shared that the event helped boost her confidence and strengthened her connection to her heritage.

“It's really important to get out of your comfort zone,” she said. “Not being afraid to express my culture is very important; it lets me be more confident in who I am as a Latina.”

Villareal pointed out that the ceremony represents a diverse pool of leaders with varying talents and contributions to the community and the importance of that representation for everyone across all industries.

“Everybody, not only Hispanics but truly everybody should be represented and feel safe,  and comfortable to be who they are in their professional settings,” he said.

HBSA members' varied experiences show the value of participating in immersive professional experiences that allow students to expand their professional skills and network while also acknowledging their cultural backgrounds and the benefits of diversity and representation in the business space.

“It really is an economic argument about participation, qualification, and inclusion,” Madrid said. “That’s not only going to make our community stronger, it’s going to make this country stronger.”

The ceremony will air on Friday, Sept. 27 at 10 p.m. ET / 9 p.m. CT on PBS and available on PBS.org and PBS video app during Hispanic Heritage Month. ✯

For more information about this story or other news, email Twister Marquiss, manager of marketing and communications for the McCoy College of Business, at twister@txstate.edu.

About the McCoy College of Business 
Established in 1970, Texas State’s business school officially became the McCoy College of Business in 2004 following a transformational gift of $20 million by Emmett and Miriam McCoy. The college, which offers classes in both San Marcos and Round Rock, is accredited by AACSB in both business and accounting, and has graduated more than 44,000 alumni.