As a newcomer to Cedar Rapids, I’ve been welcomed with open arms by the community. Much of that comes from the diverse cultures and voices that call our city home. Hispanic and Latino Heritage Month (Sept. 15 – Oct. 15) is an opportunity to recognize just how much these communities add to our shared life. It was a great honor for me to be a part of Festival Latino’s opening ceremony, by carrying the Honduran flag during the Parade of Nations.
This celebration is about more than food, music and art, though those are certainly fantastic. It is about the spirit of family, hard work and connection that radiates through Hispanic and Latino culture. These values not only enrich daily life in Cedar Rapids but also help build a stronger and more vibrant downtown.
The story of Hispanic and Latino communities is also one of economic strength. According to the Stanford Latino Entrepreneurship Initiative and the Latino Action Business Network, Latinos account for over 70% of the overall increase in the U.S. population, based on the 2024 Census. Economically, the value of goods and services produced by Latinos in the U.S. reached $3.6 trillion in 2022, making it the fifth-largest economy in the world, surpassing the GDPs of both the United Kingdom and India. Driving this impact is the rapid growth of Latino-owned businesses, which play a major role in job creation and economic diversification.
Representation on the national stage matters as well. That is why it is significant that Bad Bunny will headline the Super Bowl halftime show this season. Millions of viewers across the world will see a Puerto Rican artist take center stage in one of the most watched events in American culture. It is more than entertainment — it is a statement about the influence, creativity and presence of the Hispanic and Latino community. Moments like this inspire pride and reinforce the importance of recognizing contributions that reach far beyond borders.
When a new Latino-owned restaurant or business opens, the question should not be whether the community needs another one. The better question is how we can support the family behind it and how we can lift up the entrepreneurs who are sharing their culture, hard work and vision with others. Latino-owned businesses are not just welcome additions to our community; they are essential to the health and future of our economy.
Honoring Hispanic and Latino Heritage Month is a reminder that our community is strongest when we recognize and lift up every culture that contributes to it. I am grateful to be part of a city that values connection, celebrates diversity and embraces the idea that we rise together. I am proud to be a part of this community and hope to contribute to the success of this new community. •
Caleb Knutson is executive director of Downtown Cedar Rapids.
