Agenda

Here’s what’s scheduled for the event.

Showing 89 sessions.

October 7, 2026

11:00 AM PT

DAY ONE

11:00 AM-8:00 PM

REGISTRATION

11:00 AM-8:00 PM
Sky Bridge
1:00 PM PT

1:00 PM-5:00 PM
Platinum Foyer
1:30 PM – 5:00 PM PT

MAINSTAGE SESSIONS

Platinum Ballroom
1:25 PM PT

1:25 PM-1:35 PM
Platinum Ballroom

Kicking off Velocity programming, Sol Trujillo, Global Business Executive & CEO, Founder of L’ATTITUDE VENTURES and Velocity will be joined by Velocity Chief Marketing Officer and Partner, Andrea Trujillo. Together, they will welcome you, and highlight what you are about to experience during this unique New Mainstream Economy business event during the next three days.

Patriotic Performance:
Nezza, Singer and Songwriter

1:35PM PT

1:35PM-1:45 PM
Platinum Ballroom

It is now clear through the data that the U.S. Latino cohort is the growth cohort, not only for the United States, but for any country and company that wants to invest in generating revenues in the U.S. Latinos in the U.S. are the 3rd largest consuming cohort in the world; and the fourth largest economy. If you are a business what you care about is consumption and Latinos are the most prolific consumers now, in terms of growth rates and at the same time, Latinos are the most prolific talent base. Latinos are the heartbeat of America … through growth, innovation, entrepreneurship and productivity.

Sol Trujillo, Global Business Executive & CEO, Founder of L’ATTITUDE VENTURES and Velocity

1:45 PM PT

1:45 PM – 2:00 PM
Winning Brands see U.S. Latinos as Mainstream Consumers, not as a niche market.They understand the value of U.S. Latino consumers in their growth  and include them in their marketing as mainstream American consumers, homeowners, families and neighbors. Brands that are not keeping up with where 21st Century growth is coming from are losing market share. This session ties the data being presented at Velocity to how leading brands are acting on it to take Market Share, create Shareholder Value, and Win with U.S. Latinos

Speakers:
Andrea Trujillo, Chief Marketing Officer and Partner, Velocity

Bill Obermeier, Research Director, Velocity
2:00 PM PT

2:00 PM-2:30 PM
Platinum Ballroom

The Velocity of U.S. Economic Growth is revealed as the Latino Donor Collaborative releases its Latino Economic Impact Report – Part 2. You have to be here to hear the latest news regarding the U.S. Latino economy. Hear the updated numbers, the metrics and the examples, including state data that have been key to growth in our country.

Discussants:

Sol Trujillo, Co-Founder, Latino Donor Collaborative

Ana Valdez, President and CEO, Latino Donor Collaborative

Dennis Hoffman, PhD, Professor of Economics, ASU

Jose A. Jurado, PhD, Senior Research Economist, ASU

Moderator:

Ben Levisohn, Editor in Chief, Barron’s

2:30 PM PT

2:30 PM-3:00 PM
Platinum Ballroom

Join Velocity in a featured conversation between Andy Sieg, Head of Wealth, Citi and Sol Trujillo, regarding the wealth management industry and supporting small business growth. 

Andy Sieg, Head of Wealth, Citi

Sol Trujillo, Sol Trujillo, Global Business Executive & CEO, Founder of L’ATTITUDE VENTURES and Velocity

3:00 PM PT

3:00 PM-3:30 PM
Platinum Ballroom

The Good, The Bad & The Ugly returns a year later a leap year ahead as the AI and digital revolution are all moving with Velocity. It is important to understand what’s Good – all the new things that we will be able to do — productivity for businesses, innovation and facilitation for easier use by consumers. The Bad could displace people and be problematic if not well regulated. The Ugly could be a scenario of computers taking over the world and humans no longer in charge. This pivotal AI trifecta of the Good, Bad and the Ugly, will demonstrate the consequential knowledge required to lead, make better decisions and gain a winning edge.

Presenter:

Steven Wolfe Pereira, Founder & CEO, Alpha Governance PBC

3:30 PM PT

3:30 PM-4:10 PM
Platinum Ballroom

The Latina Beauty Consumer & Brand Opportunity: A conversation with beauty, culture, and business leaders Reuben Carranza, Partner, Bansk Group, Aurora Archer Founder of Opt-In, and Jean Batthany, Founder of Art of the Pause, exploring Latina spending power, community-driven purchasing behavior, and the shift from “multicultural marketing” to mainstream market leadership—and the significant growth opportunity corporations and investors are still leaving on the table.

Speakers:

Reuben Carranza, Partner, Bansk Group

Aurora Archer, Founder, Opt-In

Jean Batthany, Founder, Art of the Pause

Gisel Ruiz, Board Director, Ulta beauty 

5:15 PM PT

5:00 PM – 5:15 PM
For private investors, art is often seen as a passion purchase rather than a financial decision. But a growing number of wealth holders treat it as a true asset: one that can preserve value, diversify a portfolio, and pass across generations. Some of the world’s largest financial institutions reached that conclusion long ago. Banks have built collections of tens of thousands of works. What do they understand about art that every investor should?
Whether you’re a first-time collector, building generational wealth, or simply curious about where culture and capital meet, you’ll leave knowing how art is valued, what drives its long-term worth, and how to start collecting with intention.
Fireside Chat: 
Participants: 
Norma Fabian Newton: Entrepreneur • Creator • Collector
Pilar Tompkins Rivas, Chief Curator and Vice President of Arts, AltaMed
Marc Montaldo: UHNW Specialist
5:30 PM PT

5:30 PM-7:30 PM
West Rd. (outside Gold Foyer)

Velocity starts with a night inspired by Los Angeles.

Kick off Velocity with an outdoor celebration bringing together music, local Latino-owned businesses, artists, creators, entrepreneurs, food trucks and culture.

Enjoy a live performance by NEZZA and music by VAGÓ, explore interactive activations, discover local businesses and meet some of the creatives shaping culture and commerce today.

Throughout the evening, guests can experience custom airbrushed Velocity totes, meet photographer and creative director Carlos Jaramillo, explore a fragrance experience from Dos Mundos, and more.

Come for the music. Discover the makers. Meet the entrepreneurs. Experience L.A.

Performances by
Nezza, Singer and Songwriter
VAGÓ

October 8, 2026

7:00 AM PT

DAY TWO

7:00 AM-5:00 PM

REGISTRATION

7:00 AM-5:00 PM
Sky Bridge
8:00 AM PT

BRAND LAB

8:00 AM-5:00 PM
Platinum Foyer

The Velocity Shop, Curated by Andrea Trujillo (From, The Desk Of Dre)

8:00 AM-5:00 PM
Platinum Foyer
The Velocity Shop is a curated marketplace celebrating Latino-owned businesses, with a focus on small brands rooted in Los Angeles. Hand-selected by Velocity Co-Founder & CMO, Andrea Trujillo, the shop brings together founders and makers whose products reflect the creativity, culture, and entrepreneurial drive of LA’s Latino community.
Featured brands include Dos Mundos, Showoff, Back to the Roots, and designer Diana Ramirez Santacruz. The space comes alive with a floral display by Juan “El Creativo” Renteria, and just beside the shop, artist Carlos Jaramillo presents a display of his work, with original pieces and copies of his book available for purchase.
Every brand was chosen with purpose. Andrea’s goal is to put small businesses in front of new customers, partners, and investors, giving owners the visibility and connections they need to grow. Stop by to discover new favorites, meet the founders behind them, and shop with intention. Every purchase is a direct investment in Latino entrepreneurs and the communities they serve.

Dos Mundos

Dos Mundos is a Latino-owned fragrance house inspired by duality, culture, and everyday stories. At the shop, guests can experience and purchase its three signature scents: Mérida Nights, Saoco Jazz, and Cariño.

Showoff

Showoff began with a daughter who was endlessly nudged to share her mother’s salsa macha. The result is addictive, uncompromised flavor: set in olive oil and hand-packed with the same whole nuts, seeds, and chiles her mother has always used. Stop by to sample all three flavors (Honey Pecan, Cherry Pistache, and Classic Peanut) and take a jar home.

Diana Ramirez Santacruz

Diana Ramirez Santacruz is a Latina designer celebrating girlhood in all its moods and seasons, from love and growth to reinvention and glow-ups. Rooted in identity, self-expression, and a deep love for Los Angeles, her collection includes limited-run graphic tees and cropped shirts, tote bags, enamel pins, accessories, and original art goods. Every piece brings intention, personality, and a little attitude to the everyday.

Back to the Roots

Back to the Roots is an organic gardening company on a mission to reconnect individuals, families, and kids with where their food comes from. Its end-to-end product line makes it easy for anyone to grow a fully organic, regenerative garden indoors or out. At the shop, guests can explore organic heirloom seeds, plant food, soils, succulent and potting mixes, and more.

El Creativo (floral display)

El Creativo is the studio of Juan Renteria, a multidisciplinary floral artist born in México and raised in Los Angeles. Drawing on culture, architecture, and emotion, Juan uses modern floral design to transform spaces and turn fleeting moments into unforgettable experiences. His display at The Velocity Shop brings that same vision and precision to the marketplace, framing the work of the featured founders in color and craft.

Carlos Jaramillo (art display adjacent to the shop)

Artist Carlos Jaramillo presents a selection of his work beside The Velocity Shop. Original pieces and copies of his book are available for purchase.

9:00 AM – 11:10 AM PT

MAINSTAGE SESSIONS

Platinum Ballroom
9:00 AM PT

9:00 AM – 9:15 AM
Platinum Ballroom

Come and hear how Eric Aguilar, the CEO and Founder of Omnitron is leading the charge and changing the AI game playing field! An award-winning entrepreneur, Eric is a visionary leader in the field of advanced sensor systems for complex systems such as robotics and autonomous platforms.

Presenter:

Eric Aguilar, CEO and Founder, Omnitron

9:15 AM PT

9:15 AM – 9:55 AM
Platinum Ballroom

Step into the future of business and leadership in this session, moderated by visionary technology leader Guillermo Diaz, Jr., this powerhouse session features industry titans Soni Jiandani and Alvaro Celis as they pull back the curtain on their own journeys through the high-stakes tech landscape. You will hear firsthand how they navigated complex challenges to accelerate their careers, build world-class products, and scale massive businesses. Complete with a highly anticipated guest appearance by Agent Nuvo—an advanced AI Communications Agent returning after last year’s standout debut—this session goes far beyond theory. Whether you are looking to disrupt your industry, elevate your enterprise, or reach new personal heights, you will leave this discussion inspired, equipped, and ready to absolutely dominate in the AI era.

Panelists:

Alvaro Celis, Chief Partner and Ecosystem Officer, NetApp

Soni Jiandani, Senior Vice President and General Manager, AMD, NTSG

Moderator:

Guillermo Diaz, Jr – Founder and CEO, Conectado Inc.

9:55 AM PT

9:55 AM-10:20 AM
Platinum Ballroom

Business ownership doesn’t have to begin at zero. Entrepreneurship through acquisition (ETA) offers a path to owning an existing company with established customers, operations, and a foundation for growth.

This mainstage conversation explores what ETA means, who it may suit, and what prospective buyers should understand before pursuing an acquisition. Erika Baez-Grimes bring the perspective of an M&A firm owner, acquirer, and (ETA) educator, she’s spent the last 7 years selling Main Street businesses and will share what entrepreneurs need to know to buy established businesses. Albert Diaz, ETA Participant & President, West Coast Batteries, LLC and former Intel and Microsoft Executive, shares his perspective on exploring business ownership, and how he transitioned from his corporate role to CEO of a small business. Our SBA banking partner will discuss the role of acquisition financing, and what banking institutions look for in well qualified buyers.
Moderated by Esther Aguilera, 3X CEO, the discussion provides a high-level introduction to finding a business, evaluating opportunities, assembling a deal team, and exploring financing options. Attendees will leave with a clearer understanding of the acquisition journey and practical first steps to determine whether ETA aligns with their goals.
Panelists
Erika Baez-Grimes, CM&AP, Founder, The Silver Tsunami Group, Certified M&A Advisor, Acquirer, ETA Educator
Albert Diaz, ETA Participant, President, West Coast Batteries and former Intel and Microsoft Executive
Mark Madrid, CEO & Founder, Breakthrough
Mavens, LLC
ModeratorEsther Aguilera, 3X CEO & Founder, Aries Soar & Co-CEO, Silver Tsunami Transitions
10:20 AM PT

10:20 AM-10:50 AM
Platinum Ballroom

Velocity presents a conversation with Vincent Lumia, Managing Director and Head of Wealth Management Client Segments at Morgan Stanley and Sol Trujillo. The session will focus on managing growth in 21st Century America, as Vincent oversees Morgan Stanley businesses across Advisor-led, Workplace, Institutional and Digital Direct. Vincent is responsible for ensuring that the needs of wealth management clients are met at any stage of their advice journey, deepening relationships across all client segments and supporting Financial Advisors as they grow their practices.

Fireside Chat:

Vincent Lumia, Managing Director and Head of Wealth Management Client Segments, Morgan Stanley

Sol Trujillo, Global Business Executive & CEO, Founder of L’ATTITUDE VENTURES and Velocity

10:50 AM PT

10:50 AM-11:10 AM
Platinum Ballroom

Velocity presents Eric A. Schimpf, the president and co-head of Merrill Wealth Management, in conversation with Velocity’s Sol Trujillo. This session discussion will focus on the U.S. economy, the wealth management needs of the growing Hispanic-Latino population, and the importance of the U.S. Hispanic-Latino community for Merrill and Bank of America.  Eric is a member of Bank of America Corporation’s executive management team who oversees more than 25,000 employees who provide investment and wealth management strategies to individuals and businesses across the U.S.  Schimpf also oversees Bank of America’s Investment Solutions Group and the Chief Investment Office, which include a wide range of thought leadership, product and portfolio offerings, and platforms.


Fireside Chat:

Eric A. Schimpf, President and Co-head, Merrill Wealth Management


Sol Trujillo, Global Business Executive & CEO, Founder of L’ATTITUDE VENTURES and Velocity

11:10 AM PT

Networking Break

11:10 AM-1:00 PM
Platinum Ballroom Foyer
11:15 AM – 12:15 PM PT

BREAKOUT SESSIONS

11:15 AM PT

11:15 AM-11:45 AM
Olympic III

From “Gimmie Gummy” to “Glamoratti,” Pinterest trends don’t just predict the future — they shape it. Join Amanda Saca, Head of Marketing Strategy & Operations, for an interactive session on the data-driven magic behind Pinterest Predicts. Discover how we transform billions of visual signals into actionable cultural insights and learn how to leverage these emerging patterns to stay ahead of the curve.

Host

Amanda Saca, Senior Director of Strategy and Operations, Pinterest

11:15 AM-12:15 PM
Atrium III

As Latina entrepreneurs and business leaders continue to drive growth, innovation, and economic impact, the next generation of leadership is being shaped in real time. Join Lisette Gaviña Lopez for a conversation on building and scaling successful businesses, navigating growth opportunities, and creating lasting legacies. Through their personal journeys and leadership experiences, attendees will gain insights into entrepreneurship, leadership, and the strategies required to build enduring enterprises that create impact across generations. Welcome remarks by Raul Anaya, President Bank of America Los Angeles


Speakers:

Raul Anaya, President Bank of America Los Angeles


Michelle Iturralde, Market Executive, Global Commercial Banking at Bank of America


Lisette Gaviña Lopez, Managing Director and Chairman of the Board at Gaviña Coffee Company.

11:15 AM – 12:15 PM
Atrium II
One in four members of Gen Z is Latiné, and they are already shaping what the rest of their generation watches, shares, and buys. Yet too many conversations about Gen Z still happen about them rather than with them. Brands study them, segment them, and market to them, then wonder why the message doesn’t land.  What if we flipped the script, and Gen Z became the experts in the room?  This workshop will be led by students from the Hispanic Business Student Association (HBSA) at Arizona State University, in partnership with the National Millennial and Gen Z Community. HBSA student leaders will step in as educators, working alongside industry voices who share a commitment to connecting authentically with this generation. Together, they will guide small listening circles built around the pillars of Gen Z connection. Attendees are able to bring real brand challenges and hear directly how Latiné Gen Z sees them: what feels genuine, what feels performative, and what earns their loyalty.
The next generation of American consumers is increasingly Latiné. The brands that win them won’t be the ones that know the most about Gen Z. They’ll be the ones that have learned to hear them.

Gen Z Experts:
V’Andre Watson, President, HBSA, Major: Finance with a minor in Spanish,  Senior

Arianna Guzman, VP, Professional Development, HBSA, Major: Supply 
Chain Management with certificates in Applied Business Data Analytics,  and Cross-Sector Leadership, Junior

Luizeth Denogean, Professional Pathways Lead, HBSA, Major: Business Data Analytics with a minor in Global Health, Senior

Alejandro Mendoza, VP, Marketing, HBSA, Major: Marketing with a certificate in International Business, Junior

Nicole Macias, Advisor, HBSA, Director, Inclusive Engagement, Office of Inclusive Excellence at ASU

11:15 AM – 12:15 PM
Olympic I
A moderated panel discussion exploring the findings from Morgan Stanley’s Latino Wealth research and the factors that help Hispanic/Latino families build and sustain wealth across generations. Topics included barriers and opportunities to wealth creation, cultural strengths that support financial success, financial literacy, access to influential networks, the role of culturally informed advisors, and strategies for moving from financial survival to long-term wealth creation.

Speakers
Rodney Bolden, Head of Workplace Benefits Insights​, Morgan Stanley
Ileana Musa, Head of Sales Private Banking Group​, Morgan Stanley

Rodrigo Navarro-Saurez, Financial Advisor​, Morgan Stanley


Michael Curry, Financial Advisor, Morgan Stanley

11:15 AM PT

SUMMITS

11:15 AM-1:00 PM
Gold Ballroom 1- 4

Gold Ballroom 4

Only at Velocity can you accelerate your growth and competitive advantage through a unique entrepreneurship-through-acquisition (ETA) marketplace and bootcamp — making deals happen! No more talking about it, but doing-the planning, preparation, wealth/transaction and banking advice. It is time!

Velocity is looking to create a pipeline of entrepreneurs who can take the next step toward buying, scaling, or successfully transitioning a business! At the same time connecting them to the sellers who are interested in the same transaction opportunity so we can match them with each other – buyers, sellers and financing. Curated by Velocity and Erika Baez-Grimes, CM&AP, an award-winning M&A advisor, founder, and dealmaker with more than 15 years of experience leading complex transactions across a range of industries.

Here’s what to expect at the Marketplace and Bootcamp:

Breakout Sessions, Thursday, October, 8

• Business Buying Bootcamp

• Exit Ready: Build a Business Buyers Will Compete to Own

Marketplace, Thursday and Friday, October 8-9

• The Deal Exchange: Live Buyer-Seller Matchmaking

• The Deal Team Sessions — Private 30-Minute Appointments

11:15 AM-1:00PM
Gold Ballroom 4

Turn your interest in business ownership into a focused acquisition strategy.Led by Erika Baez-Grimes, M&A firm owner, acquirer, and ETA educator, this boot camp takes a practical look at buying an existing business through entrepreneurship through acquisition (ETA). A small business banking partner joins the session to connect acquisition strategy with financing considerations and lender expectations.Learn how to define your acquisition criteria, identify potential targets, assess financial performance, and recognize red flags before moving forward. Explore how to assemble your deal team, prepare for lender conversations, and navigate the key stages from initial search through due diligence and closing.Leave with a practical acquisition roadmap, sharper questions to ask sellers and lenders, and clear next steps toward becoming a prepared business buyer.

Session LeaderErika Baez-Grimes, CM&AP, Founder, The Silver Tsunami Group, Certified M&A Advisor, Acquirer, ETA Educator

Banking PartnerSmall Business Banking RepresentativeRepresentative and institution to be announced

ModeratorEsther Aguilera, 3X CEO & Founder, Aries Soar & Co-CEO, Silver Tsunami Transitions

Gold Ballroom 2

AI is reshaping how businesses compete and grow. The Bringing AI to Life Summit at Velocity is designed for business owners, executives, entrepreneurs, and startup leaders ready to turn AI into a practical advantage in the New Mainstream Economy. Three focused sessions will cover AI foundations and live demonstrations, small-business applications, and the journey of becoming an AI-first enterprise. Anchoring the summit is the mainstage session, “Bringing AI to Life: How to Dominate in Your Business and Your Life in the AI Era.” Accomplished leaders will share powerful lessons from building world-class products, leading transformation, and scaling global businesses. Agent Nuvo will also return for special appearances throughout the three days. Attendees will gain practical insight into how AI can sharpen decisions, create value, accelerate growth, and help them compete and dominate in the AI era.

11:15 AM-12:15 PM
Gold Ballroom 2

Build a practical foundation in AI through clear explanations, relevant business use cases, and hands-on demonstrations. Attendees will see how AI can support everyday workflows, decision-making, marketing, creativity, and productivity—and leave with a clearer understanding of where to begin.

Guest Speaker:

Dr. Diana Pacheco, Chief Content Officer, Conectado

Gold Ballroom 1

The Velocity Marketing Summit unlocks the key to successful marketing in The New Mainstream Economy. Here, you have access to exclusive data and insights to learn from leading brands in terms of how to create effective marketing strategies based on case studies & data. This data will turn into marketing dollars, impacting your bottom line. Move with Velocity. Become a market leader. 

11:15 AM-12:45 PM
Gold Ballroom 1

Sports remain one of the ultimate shared cultural stages, with the Latino community representing one of the fastest growing and most passionate fan bases. This panel explores how forward-thinking brands can move beyond standard translation to tap into the real-time signals of Latino fandom and bilingual athlete-creators, turning cultural passion into measurable business growth.

Speaker

Diana Bailey, Vice President Client Service, Kantar

Gold Ballroom 3

The Future of Beauty Is Latiné. Discover It. Build It. Shop It. Introducing the first-ever L- Beauty Marketplace at Velocity—where Latino beauty brands, consumers, culture, and commerce come together. The Future of Beauty Is Latino. And the Marketplace Starts Here. Latinas in Beauty comes to Velocity with the launch of the first-ever L Beauty Marketplace—a new platform designed to increase visibility, discovery, and opportunity for Latin-owned & Latin-founded beauty brands. Alongside the Marketplace, the LIB Summit brings together founders, executives, investors, and industry leaders for actionable strategies, powerful consumer insights, and meaningful connections designed to accelerate professional and entrepreneurial success.

This is where culture meets commerce—connecting the industry to the Latino beauty consumer, equipping founders to build and scale, and putting the data behind one of beauty’s most significant and long-overlooked growth opportunities front and center.

11:15 AM-12:00 PM
Gold Ballroom 3

Culture is increasingly driving what consumers discover, share, and buy—but many of the entrepreneurs creating that culture still face barriers to visibility, capital, distribution, strategic relationships, and scale. This conversation examines what happens after a culturally relevant brand is created: Who discovers it? Who invests in it? Who puts it on shelf? Who amplifies it? And who helps it scale?

Emily Perez, Founder of Latinas in Beauty, joins industry leaders to explore why supporting Latiné-founded beauty brands is not simply a representation imperative—it is a business opportunity. The conversation will also introduce L Beauty Marketplace, a new platform created to increase discovery, visibility, access, and commercial opportunity for Latiné-founded beauty brands while connecting consumers and industry partners to the entrepreneurs shaping the future of beauty.

Panelists:

Emily Perez, President and Executive Director, Latinas in Beauty

Nadine Tapia, Founding Board Member, Program Developer Director, Latinas in Beauty

Margarita Arriagada, Founding Board Member, Latinas in Beauty

Moderator:

Yanina Oyarzo, Host, Writer, Producer

12:00 PM PT

12:00 PM-1:00 PM
Gold Ballroom 3

Latino creators are no longer simply amplifying culture—they are shaping discovery, driving purchasing behavior, and building communities that brands want to reach. This conversation explores how brands can identify the right creators, harness platform and audience intelligence, and turn authentic cultural connection into measurable commercial impact—while building partnerships that create lasting value for creators, brands, and the communities they serve.

Speaker:

Javier Ortiz, Creator Manager and growth strategist, TikTok

Moderator:

Robert Vasquez, VP of Brand Partnerships, Fixated

1:15 PM – 3:15 PM PT

MAINSTAGE SESSIONS

Platinum Ballroom
1:15 PM PT

1:15 PM-1:45 PM
Platinum Ballroom

Latinos at the Forefront

Latino founders are building the technology America’s economy will depend on, from AI infrastructure and space to manufacturing and education, yet they receive less than 1% of venture funding. L’ATTITUDE VENTURES shows the innovation it backs, why it matters to all of us, and what the data says about closing the capital gap. The session is followed by a founder spotlight with Back to the Roots.

Co-Hosts:

Elisa Sepulveda, Investor, L’ATTITUDE VENTURES

Fabian Ronisky, General Partner, L’ATTITUDE VENTURES

Presenter:
Alejandro Vélez Ramírez, Co-Founder & Co-CEO, Back to the Roots

1:30 PM PT

1:30 PM-1:45 PM
The entrepreneurial journal — from a $5,000 college grant to over $200 million in annual retail sales: hear how Back to the Roots is building and strategically growing as America’s leading “organic and regenerative” lawn & garden brand.

Presenter:
Alejandro Vélez Ramírez, Co-Founder & Co-CEO, Back to the Roots
1:45 PM PT

1:45 PM-2:15 PM
Platinum Ballroom

Hear and learn from accomplished Leaders on the keys and drivers of “true innovation,” regardless of sector. Our 21st Century Economy requires INNOVATION for competitive gain and results in companies big and small.

Panelists:

Victor Aguilar, Chief Research, Development and Innovation Officer, P&G

Marty Cole, Former Technology Group Chief Executive, Accenture, and Chair, Western Digital and Sagility Health

Oscar Munoz, Former CEO, United Airlines; Investor

Moderator:

Mauricio Gutierrez, Board Director, Chipotle

2:15 PM PT

A Conversation with Massey Villarreal, Chairman, Mexican American Legislative Leadership Foundation, and Sol Trujillo Regarding The New Mainstream Economy and What’s Happening in Texas, California and Beyond

2:15 PM-2:45 PM
Join Sol Trujillo in conversation with Massey Villarreal, a powerhouse business leader known for his work in economic development and leadership positions across the nation.  Massey is the first person to ever be Chairman of a local, state, and national Hispanic chamber, having served as chairman of the Houston Hispanic Chamber of Commerce, the Texas Association of Mexican American Chambers of Commerce (TAMACC), and the United States Hispanic Chamber of Commerce (USHCC).  Hear what’s happening in Texas, California and Beyond!
Fireside Chat:
Massey Villarreal, Chairman, Excelencia in Education, and Co-Chair, El Comite de 100
Sol Trujillo, Global Business Executive & CEO, Founder of L’ATTITUDE VENTURES and Velocity
2:45 PM PT

2:45 PM-3:15 PM
Platinum Ballroom

Creators are no longer simply producing content. They are becoming media channels, businesses, brand builders and drivers of commerce. Lilliana joins the Velocity Main Stage for a conversation on where the multibillion-dollar Creator Economy is headed, from AI and algorithms to affiliates, brand partnerships and the growing intersection between creators and industries.


Speakers

Lilliana Vazquez, creator-entrepreneur and Emmy-winning host


Andrea Trujillo, Velocity Chief Marketing Officer and Partner,


Moderator

Gabriela Frías, Anchor, CNN en Español

3:30 PM – 4:45 PM PT

BREAKOUT SESSIONS

Atrium I-II-III and Olympic I-II-III
3:30 PM PT

3:30 PM-4:30 PM
Olympic III

Join Pinterest in a fireside chat with Carlos Garcia, VP Sales, and Chloe Wix, VP Ads Product Commercialization & Innovation, on the user journey from inspiration and intention to action. Discover how consumers are redefining that path, and how Pinterest Predicts, our annual trend report, translates into measurable business outcomes.

Hosts

Carlos Garcia, Vice President of Enterprise Sales, Pinterest

Chloe Wix, Vice President, Ads Product Commercialization & Innovation, Pinterest

Ricky Romero, Director, Global Head of Executive Recruiting, Pinterest

3:30 PM-4:45 PM
Atrium II

Venture capital has been around since the 1970s when private investors started accelerating scientific research with private capital. This session demystifies what venture capital is, how it works, and which companies are best suited for it. Additionally, we will discuss the costs and benefits of gaining venture capital investment.

Facilitators:

Fabian Ronisky, General Partner, L’ATTITUDE VENTURES

Cecilia Sanchez, Senior Associate, L’ATTITUDE VENTURES

3:30 PM-4:45 PM
Atrium III

So you think you want to be an entrepreneur? Before you spend any money on an idea, you need to validate whether it’s a true problem that your market will pay to solve. In this breakout, we will talk about how to frame an idea for validation and how to conduct customer development. We will provide popular frameworks to help you decide whether to refine your idea or not pursue it.

Facilitators:
Elisa Sepulveda, General Partner, L’ATTITUDE Ventures

Alexander Noris, Associate, L’ATTITUDE Ventures

3:30 PM – 4:30 PM
Olympic I

Morgan Stanley Inclusive & Sustainable Ventures supports early-stage founders and nonprofit leaders with more than capital, providing a tailored program, mentorship and access to Morgan Stanley’s people and networks. Moderated by LaToya Wilson, Global Co-Head of MSISV, this conversation brings the program to life through Rick Hernandez, Founder and CEO of Social Good Software and a 2025 MSISV participant, alongside Ricardo Santamaria, a Morgan Stanley Financial Advisor who works with founders and technology executives. Together, they will explore how founder resilience, program support and financial expertise can help entrepreneurs navigate growth, manage complexity and build for long-term impact.

Speakers

Rick Hernandez, Founder and CEO of Social Good Software​

Ricardo Santamaria, Financial Advisor​, Morgan Stanley

LaToya Wilson, Global Co-Head of Inclusive & Sustainable Ventures, Morgan Stanley

3:30 PM – 4:45 PM
Atrium I

The most successful entrepreneurs of the future won’t just build great businesses; they’ll build lasting wealth. Join Citi leaders for a discussion on how AI and financial planning alongside a trusted advisor can help business owners navigate change, grow with confidence, and prepare for what’s next.


Speakers

Joe Bonanno, Global Head of Wealth Intelligence, Citi


Frank Castellanos, Wealth Regional Director, Northeast, Citi


Edgardo Ortiz Flores, Financial Planning Specialist, Citi


Moderator

Ron Meraz, Wealth Regional Director, West Coast, Citi

3:30 PM-5:45 PM PT

SUMMITS

Gold Ballroom 1 -4
3:30 PM – 5:45 PM PT

Bringing AI to Life Summit at Velocity

Gold Ballroom 2

3:30 PM PT

3:30 PM-4:30 PM
Gold Ballroom 2

Growing a small business often means doing more with limited time, people, and resources. Through a real-world business journey, this session explores how to identify where AI fits, use it to streamline operations, strengthen marketing and customer engagement, and scale more efficiently.

Guest Speakers:
Albert Diaz, ETA Participant, President, West Coast Batteries and former Intel and Microsoft Executive

4:45 PM PT

4:45 PM-5:45 PM
Gold Ballroom 2

Through a real-world enterprise case study, this session explores the business and marketing challenges that drove a company’s transformation into an AI-first organization. It will examine the changing market landscape, strategic decisions, key AI use cases, and how AI is reshaping the way the company delivers marketing solutions and supports customer growth at scale.

Speakers:

Fabián Ronisky, Principal, L’ATTITUDE VENTURES

Marty Martinez, CEO, Social Revolt Agency

Moderator:

Oszie Tarula, Chief Creative Officer, Conectado Inc.

3:30 PM-5:00 PM PT

The Velocity Marketing Summit

Gold Ballroom 1

3:30 PM – 5:00 PM
Gold Ballroom 1

For decades, the market narrative around U.S. Latinas centered on adaptation. Today, that story is fundamentally outdated. Gen Z and millennial Latinas are self-directed, entrepreneurial, and actively reshaping the commercial landscape. They command financial decisions, drive household spending, and set trends across industries, yet many brands continue to lean on outdated stereotypes or treat this vital segment as an afterthought.

Speakers

Valeria Piaggio, Head of Inclusive Growth, Kantar


Ana Valdez, President and CEO, The Latino Donor Collaborative


Dr. Erica Jacquez MPA DPP, Executive Director, External & Government Affairs, Verizon


Jacqueline Aguilar, Assistant General Counsel at The Procter & Gamble Company

3:30 PM-4:30 PM PT

Latinas in Beauty Summit at VELOCITY

Gold Ballroom 3
3:30 PM PT

3:30 PM-4:30 PM
Gold Ballroom 3

Did leaning more deeply into being Mexican make ORTEGA a more niche brand—or did it actually make the brand more distinctive and commercially powerful? The most powerful brands don’t simply market to culture—they are built from it. Celebrity makeup artist and ORTEGA founder Etienne Ortega shares how his Mexican heritage, artistry, personal story, and community became foundational elements of his brand DNA. From translating cultural identity into product, visual storytelling, and La Familia to building a brand with relevance far beyond one demographic, this conversation explores how authenticity can become a competitive advantage—and how founders can turn culture into connection, community, and ultimately commerce.

Speaker:

Etienne Ortega, Celebrity Makeup Artist & Founder, ORTEGA

Moderator:

Erik Toral, Founder, Axiom Entertainment

3:30 PM – 5:45 PM PT

Gold Ballroom 4

Where Buyers, Deal Makers, Business Owners & Capital Meet 

3:30 PM PT

3:30 PM-4:30 PM
Gold Ballroom 4

Your future exit begins with the business you build today. Led by Erika Baez-Grimes, M&A firm owner, acquirer, and Certified M&A Professional & Esther Aguilera 3X, CEO and M&A firm partner this session explores how buyers evaluate a company, what supports its value, and what can weaken an offer or derail a sale. Learn how to reduce owner dependence, strengthen financial credibility, and address risks before entering the market. Leave with clear priorities and an exit plan for building a more transferable business!

Speakers:

Erika Baez-Grimes, CM&AP, Founder, The Silver Tsunami Group, Certified M&A Advisor, Acquirer, ETA Educator

Esther Aguilera, 3X CEO & Founder, Aries Soar & Co-CEO, Silver Tsunami Transitions

Banking partner: Wealth

4:30 PM PT

4:30 PM-5:45 PM
Gold Ballroom 4

Meet the people who could help shape your company’s next chapter.  The Deal Exchange brings together business owners, prospective acquirers, capital providers, and transaction professionals for conversations about growth, acquisitions, strategic partnerships, and future ownership transitions.  You may be looking to acquire a company, explore capital resources, build your advisory relationships, or better understand your long-term options. Participation doesn’t indicate that your business is for sale, and you decide what you’re comfortable sharing.  Connect with fellow attendees and explore where your interests align. When a conversation warrants a deeper discussion, arrange a separate follow-up to address specifics and establish appropriate confidentiality.

Leave with relevant connections and a clearer next step, on your terms.

Refreshments provided. (wine and cheese/charcuterie)

October 9, 2026

8:00 AM PT

DAY THREE

8:00 AM – 8:00 PM

REGISTRATION

8:00 AM – 8:00 PM
Sky Bridge

BRAND LAB

8:00 AM – 5:00 PM
Platinum Foyer
9:00 AM-11:00 AM PT

MAINSTAGE SESSIONS

Platinum Ballroom
9:00 AM PT

9:00 AM-9:15 AM
Platinum Ballroom
Velocity kicks off a conversation with Laura Moreno Lucas, Investing Partner of L’ATTITUDE Ventures and Sol Trujillo. Laura is transitioning her passion for Latinos and Latinas into Libra Leaders, a platform and forthcoming seed fund totally focused on Latinas.
Fireside Chat:
Laura Moreno Lucas, Partner, Libra Leaders and L’ATTITUDE VENTURES
Sol Trujillo, Co-Founder, Velocity
9:15 AM PT

9:15 AM – 9:40 AM
Platinum Ballroom
Hear from technology entrepreneur and Streann Media CEO Gio Punzo as he presents a new technology vision for the future of media, built around a fundamental change in audience behavior: younger generations increasingly experience entertainment across platforms and expect more opportunities to participate, interact and connect around the content they love.  He will bring together independent generational research and Streann’s real-world audience data from interactive sports and reality television experiences to explore what the next generation of media platforms could look like.

Gio Punzo, CEO, Streann Media

Jeff Valdez, Co-Founder, New Cadence Productions

Sol Trujillo, Global Business Executive & CEO, Founder of L’ATTITUDE VENTURES and Velocity
9:40 AM PT

9:40 AM-10:10 AM
Platinum Ballroom

Are the leading Business Schools of America understanding the new drivers of growth in our economy … 20th Century or 21st Century? Velocity presents a robust conversation with renowned Business School Deans.

Panelists:

Ian O. Williamson, Dean, UC Irvine Paul Merage School of Business

Gareth James, Dean of UCLA Anderson School of Business and former Dean of Emory University’s Goizueta Business School

Lisa Ordóñez, Dean of the UC San Diego Rady School of Business and former Vice Dean of the Eller College of Management at the University of Arizona

10:10 AM PT

10:10 AM-10:35 AM
Platinum Ballroom

Like it or not. There are levels to it, and we’ll reveal the dimensions of culture—from Cult and Community to broad Culture brands —to determine which path is right for your brand as you look toward the next generation of consumers and culture creators.


Speakers

William Esparza, Founder & CEO, Hyphenated


Alex Lopez, Chief Brand Officer/Advisor

10:35 AM PT

10:35 AM -11:00 AM
Platinum Ballroom

Latin music isn’t just topping the charts. It’s become the soundtrack of mainstream culture. From Bad Bunny to Karol G, Latin artists are trending in the world’s biggest cities and changing how audiences listen and connect.  Featuring Spotify insights, this conversation will look at the top artists and songs across major global markets, trace Latin music’s growth over the past five years, and look at where the sound is headed next.


We’ll also explore music’s reach beyond streaming: how Spotify amplifies Latin artists and connects them with audiences in the U.S. and around the world, and what this cultural moment means for creators and entrepreneurs.

Speakers:
Tomas Mier, Journalist and Digital Creator, Pop and Latin Music
Daniel “DC” Calderon, Senior Editor, U.S. Latin, Spotify

Andrea Trujillo, CMO and Co-Founder, Velocity
11:15 AM-12:45 PM PT

SUMMITS

Gold Ballroom 1 – 4

Latinas in Beauty Summit at VELOCITY

Gold Ballroom 3
12:00 PM PT

12:00 PM-12:45 PM
Gold Ballroom 3

A powerful community can ignite a brand—but turning cultural relevance and consumer excitement into an enduring beauty business requires much more than influence. Mari and Delphine take us behind the growth of a culturally rooted beauty brand to explore what happens when audience connection meets disciplined brand building. From translating community insight into product and storytelling to maintaining authenticity while reaching new consumers, this conversation examines the strategic decisions required to turn cultural momentum into brand equity, customer loyalty, and sustainable growth—and what established and emerging brands can learn from the next generation of culturally connected beauty companies.

Speakers:

Mari Fonseca, Founder & CEO, Gente

Delphine Buchotte, CMO, Sarelly

Desi Perkins, Founder, DEZI SKIN and DEZI Eyewear

Moderator:

Erik Toral, Founder, Axiom Entertainment

11:15 AM-12:45 PM PT

THE VELOCITY MARKETING SUMMIT

Gold Ballroom 1

The New Mainstream is Fluid, Not Fixed

11:15am-12:00pm
Gold Ballroom 1

The modern Latino consumer is a mosaic of complex contradictions converging to form the new mainstream. In this conversation, we’ll explore how brands can become bold, dimensional, modern collaborators with the new mainstream, the greatest driver of growth in the 21st century.


Speakers:

William Esparza, Founder & CEO, Hyphenated

Kelli Robertson, Partner, Hyphenated

Thalia Gochez, Visual Artist

Toni Mundo, Artist & Educator

Aiden Colocho
, 5× World Futsal Champion

12:00 PM PT

Optimistic Defiance: The Guiding Attitude of the Next-Gen Creator-Consumer

12:00 PM-12:45 PM
Gold Ballroom 1

We’ll sit down with some of the leading voices who are creating, connecting, and consuming ideas at the speed of culture. Together with our panelists, we’ll discuss the tensions, passions, and creativity driving the defiant optimist community, shaping the ideals, ideas, and insights marketers need to thrive.


Speakers:

William Esparza, Founder & CEO, Hyphenated


Kelli Robertson, Partner, Hyphenated


Thalia Gochez,Visual Artist

Toni Mundo, Artist & Educator


Aiden Colocho, 5× World Futsal Champion

1:00 PM- 3:10 PM PT

MAINSTAGE SESSIONS

Platinum Ballroom

1:00 PM – 1:25 PM
Platinum Ballroom
Siblings Cristo Fernández and Paloma Fernández (Paloma Cinco) are the real-life brother and sister behind Dani and Maria Rojas on Ted Lasso, and the creative force behind Espectro MX Films. From a bilingual cross-border rom-com to a docuseries and podcast about Cristo’s return to pro fútbol after 15 years, they’re telling stories with humor, heart, and honesty. Join Paloma Cinco and Tomas Mier for a candid conversation on independent filmmaking, working with family, and why it’s never too late to chase a dream.
Speakers:
Paloma Cinco, Producer, Actress, Manager and Entrepreneur 

Tomas Mier, Journalist and Digital Creator, Pop and Latin Music
1:25 PM PT

1:25 PM-2:05 PM
Platinum Ballroom

Fashion is more than fabric, form, and aesthetics — it’s an economic driver, stitching together art, culture, capital, and commerce. A designer’s vision doesn’t exist in isolation — it’s woven into a larger tapestry, carrying both economic and cultural moments forward that drive commerce on the music stage, the sporting field, the screen, and beyond. Join us in conversation with Patricio Campillo, Founder & Creative Director of Campillo, and Raul Lopez, Founder & Creative Director of Luar, as they discuss the cultural impact their fashion has made — and where creativity meets the bottom line.

Panelists: 

Patricio Campillo, Founder & Creative Director of Campillo

Raul Lopez, Founder & Creative Director of Luar

Moderator:

Andrea Trujillo, Chief Marketing Officer and Partner, Velocity

2:05 PM PT

2:05 PM – 2:30 PM
Platinum Ballroom
Sol Trujillo and U.S. Senator Ruben Gallego (D-AZ) hold a lively discussion on the economic power of the New Mainstream Economy.

Fireside Chat:
U.S. Senator Ruben Gallego (D-AZ)

Moderator:
Sol Trujillo, Global Business Executive & CEO, & Founder, Velocity
2:30 PM PT

2:30 PM-3:10 PM
Platinum Ballroom
Get ready — members of the original cast of Nickelodeon classic, The Brothers Garcia are reuniting! Over its run, the beloved series delivered 48 episodes narrated by the one and only John Leguizamo, and now they’re joining forces with the next-gen cast of The Garcias, the hit 10-episode reboot, for a can’t-miss celebration.  Together, both casts are marking a massive milestone: 1 BILLION views on Giphy and the 25th anniversary of The Brothers Garcia — complete with never-before-seen clips and surprise celebrity guests from across both series.  And that’s not all. The Brothers Garcia has been fully remastered and is ready for its close-up! Fans have waited years to binge all five seasons of both shows in one place — and at this panel, they’ll finally get answers, as both casts reveal a brand-new streaming deal bringing this fan-favorite family series back home. Originally beloved in 40 countries worldwide, The Brothers Garcia is officially going global again. “Todo para la familia” Don’t miss it!

The Brothers Garcia Cast:
Carlos La Camara (Ray)
Jeffrey Licon (Carlos)
Bobby Gonzalez (George)
Alvin Alvarez (Larry)
The Garcias Cast:
Nitzia Chama (Ana Garcia)
Elsha Kim (Yunjin Huh Garcia)
Trinity Jo-Li Bliss (Alexa Huh Garcia)
Ayva Severy (Andrea Huh Garcia)

Special Guests:
Nicholas Gonzalez (Paolo)
Moderator:
Jeff Valdez, Executive Producer and Co-Creator

3:10 PM PT

3:10 PM – 3:40 PM
Platinum Foyer
Velocity invites you to secure your copy of U.S. Ambassador, former U.S. Secretary of the Interior and the first Latino U.S. Senator from Colorado, Ken Salazar.  Limited complimentary copies.  Additional copies will be available for sale while supplies last.
3:15 PM-5:30 PM PT

SUMMITS

Gold Ballroom 1- 4

Latinas in Beauty Summit at VELOCITY

3:15 PM – 5:30 PM
Platinum Foyer

3:15 PM-5:30 PM
Platinum Foyer

Step inside the first-ever L Beauty Marketplace, where discovery, culture, community, and commerce come together. Meet the founders and creators behind emerging Latiné-founded beauty brands, experience their products through interactive activations and sampling, and discover the stories, innovation, and cultural insights driving the next generation of beauty businesses.

More than a marketplace, L Beauty is designed to create a bridge between brands and consumers, founders and industry, and cultural influence and commercial opportunity—giving promising businesses greater visibility while giving the beauty industry direct access to the entrepreneurs and ideas shaping what comes next.

  • ORTEGA Beauty
  • Sarelly
  • Valde
  • Dezi Skin
  • Camino Beauty
  • Gente
  • Rokael

*Brands subject to change.

7:00 PM PT

7:00 PM-7:30 PM
Platinum Foyer
7:30 PM PT

7:30 PM-10:00 PM
Platinum Ballroom
In this most historic and consequential moment of this nation’s history — celebrating 250 years, VELOCITY’s Made En América: The American Latino 250 Gala will tell the narrative of Latino and Latina history!  Through this unprecedented evening, VELOCITY will honor the enduring impact as builders and innovators who have shaped America’s past, drive its present economic success, and will largely define its future growth. VELOCITY will present a lifetime achievement award to the legendary Tony, Emmy and Academy Award® nominated actor, director, producer, humanitarian and lifelong advocate for our Latino community, Edward James Olmos.

Honoring:
Edward James Olmos, Actor, Producer and Humanitarian

Recognition:
Henry Cisneros, the first Hispanic-American mayor of a major U.S. city (San Antonio, TX) in the 20th century, and former U.S. Secretary of Housing and Urban Development (via live video)

Ken Salazar, U.S. Ambassador, former U.S. Secretary of the  Interior and first Latino U.S. Senator from Colorado

Special Comments
Jay Hernandez, Award Winning Actor and Director

Special Musical Performance

Sheila E., Queen of Percussion

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