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Desde la Mesa / From the Table

The World Cup doesn't begin when the first whistle blows — it begins now. As businesses across New Jersey position themselves for the largest sporting event on earth, SHCCNJ is making sure La Familia is first through the door. This issue is your playbook. El que lo vive es quien lo goza — and we intend to live every moment of it.

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John Lucas, Interim President

SHCCNJ

Cover Story

May 2026

How NJ's Latino businesses capture the $3.3B World Cup opportunity

SHCCNJ Chairman Luis de la Hoz joined Telemundo's Enfoque to lay out the full picture: 3 million visitors, 10 days average stay, and a city-by-city breakdown of where the opportunity lives. From catering contracts to transportation, retail pop-ups to film supply chain — the window is open now. Here's how Business Link puts you in front of the right buyers before June 13.

Thought Leadership

What the host committee isn't telling small businesses — but should

A guest op-ed from Alex Lasry, NYNJ Host Committee, on the gaps between official planning and ground-level opportunity for independent businesses.

Latinos as the core demographic of the fastest-growing sport in America

The numbers behind the fan base, the spend, and what it means for NJ businesses in food, retail, and entertainment.

Aixa's Corner · The Awakened Engineer

Aixa Lopez

SHCCNJ · The Awakened Engineer

The "Continuous Improvement" Mindset in Times of Change

"Change, when done strategically, becomes a powerful tool for growth. Instead of asking what do we need to change — the better question is why are we changing."

In today's fast-changing world, the status quo is no longer a safe haven — it's a trap. Businesses and professionals face disruptions at unprecedented pace. The key lies in cultivating a continuous improvement mindset: one that embraces change strategically, questions the why behind every move, and pushes us to think beyond conventional limits. True growth happens when we break away from traditional solutions and explore new possibilities. The future belongs not to those who merely react — but to those who lead change with vision and intention.

Read full column →

Distinguished Contributors

Each issue, we invite a select group of leaders — from policy, business, academia, and government — to share their perspective on the issues shaping New Jersey's Latino economy.

[Name TBD]

State Policy Voice · NJ Government

Contributor to be confirmed. Topic: NJ state policies impacting small business — budget, grants, workforce, World Cup municipal funding.

On: NJ state policy & small business impact

[Name TBD]

State Policy Voice · NJ Government

Contributor to be confirmed. Topic: NJ state policies impacting small business — budget, grants, workforce, World Cup municipal funding.

On: NJ state policy & small business impact

[Name TBD]

State Policy Voice · NJ Government

Contributor to be confirmed. Topic: NJ state policies impacting small business — budget, grants, workforce, World Cup municipal funding.

On: NJ state policy & small business impact

[Name TBD]

State Policy Voice · NJ Government

Contributor to be confirmed. Topic: NJ state policies impacting small business — budget, grants, workforce, World Cup municipal funding.

On: NJ state policy & small business impact

Programs Corner · ETP & LETS

SHCCNJ's two flagship no-cost training programs launch each August and run 13 weeks. Applications open soon — and the Pitch Competition is open to all.

Entrepreneurship Training Program (ETP)

A 13-week no-cost program for aspiring and early-stage entrepreneurs. Covers business planning, finance, marketing, and operations with bilingual support.

Starts August · 13 weeks · No cost

Level Up Entrepreneurship Training Series (LETS)

For established businesses generating $150K+ annually. Strategic tools for scaling, growth, and long-term success. Bilingual, no cost.

Starts August · 13 weeks · No cost

ETP Corner with Dr. B · Weekly Video Update

During the 13-week ETP program, Dr. Borja delivers weekly insight and motivation direct to members. Video updates run August through November. Watch this week's episode →

ETP & LETS Pitch Competition · Open to All

The culminating event of both programs. Entrepreneurs pitch live before judges. No enrollment required.

ETP Corner with Dr. B · Weekly Video Update

During the 13-week ETP program, Dr. Borja delivers weekly insight and motivation direct to members. Video updates run August through November.

Watch this week's episode

Chairman's Corner

"El que lo vive es quien lo goza."

— Luis de la Hoz, SHCCNJ Board Chairman

The World Cup is not a spectacle we watch from the sidelines — it is an opportunity we live, breathe, and act on. For 36 years, SHCCNJ has prepared La Familia for moments exactly like this one. Three million visitors. Ten days. A $3.3 billion regional economic wave. The businesses that will benefit most are the ones who are visible, prepared, and connected. That's what Business Link is for. That's what ETP and LETS are for. That's what this Chamber has always been for. El que lo vive es quien lo goza — those who live it are the ones who enjoy it. Let's make sure La Familia is living every moment of this.

Business Spotlight

Maria Rivera

Owner, Sabor Autentico Catering · ETP Graduate 2024

"When I finished ETP I had a business plan. When the World Cup contracts opened up, I had the credentials to apply. That's what the Chamber gave me."

Partner spotlight · Brought to you by [Partner Name]

[Partner Company] — 100–150 word educational feature

Reserved for content that directly serves members — small business financing, healthcare for entrepreneurs, legal guidance, technology tools, or certification support. No promotional language. Pure member value.

Paid partner content

Member-relevant resource

$500 / issue

Thought Leadership

What the host committee isn't telling small businesses — but should

A guest op-ed from Alex Lasry, NYNJ Host Committee, on the gaps between official planning and ground-level opportunity for independent businesses.

Sector Watch

Latinos as the core demographic of the fastest-growing sport in America

A guest op-ed from Alex Lasry, NYNJ Host Committee, on the gaps between official planning and ground-level opportunity for independent businesses.

Board Monica Martinez-Milan named Vice Chair
The SHCCNJ Board appointed Monica Martinez-Milan as Vice Chair alongside three new board members, announced March 31.
Leadership John Lucas appointed Interim President
The Board named John Lucas as Interim President, ensuring continuity of operations and programming through the transition period.
Programs ESOP program launches with Rutgers and NJEDA
The Chamber's first ESOP webinar drew 60 participants with $10,000 in grant support secured to expand employee ownership education statewide.
World Cup Business Link surpasses 1,900 member listings
SHCCNJ's digital directory hit a new milestone ahead of the World Cup, with procurement teams already sourcing vendors through the platform.
Hub Daniela Velez named BINJE Rising Star
SHCCNJ's Innovation Hub Manager recognized as a Rising Star by BINJE for her leadership connecting NJ entrepreneurs with resources and opportunity.
Advocacy SHCCNJ testifies on NJ budget priorities
Chamber leadership appeared before the NJ Legislature advocating for investment in Hispanic-owned business development and workforce certification programs.

En Español

Tu momento es ahora

El Mundial no es solo un evento deportivo — es la mayor oportunidad económica que Nueva Jersey ha visto en décadas. En esta edición, te damos todo lo que necesitas saber para que tu negocio esté listo, visible y posicionado para ganar.

Leer en español →

Events & Calendar

Jun 4

World Cup Business Readiness Workshop

Virtual · Free for members

Eventbrite

Jun 13

FIFA World Cup 2026 — Opening Match

MetLife Stadium

East Rutherford NJ

Jun 19

Innovation Hub Monthly Breakfast

Jersey City · Members only

RSVP required

Jul 10

La Feria de Negocios — Business Expo

New Jersey

Exhibitor registration open

Calendar listing — add your event

Partner events, community listings, World Cup activations

$150 / issue

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