SBJ/July 18-22, 2011/In Depth

Hispanic highlights from the U.S. census

U.S. major league markets and their Hispanic makeup

Ranked by total Hispanic population in the metro area

  2010 Hispanic population (Change from 2000) Percent of market that is Hispanic (percentage point change from 2000) Percent of Hispanics in market that are age 18-34
Los Angeles 4,687,889 (+11%) 47.7% (+3.1) 28.7%
New York 3,202,363 (+14%) 27.7% (+2.7) 28.0%
Houston 2,099,412 (+55%) 35.3% (+6.6) 28.7%
Chicago 1,698,365 (+28%) 21.5% (+4.1) 29.0%
Miami 1,623,859 (+26%) 65.0% (+7.7) 22.3%
Phoenix 1,235,718 (+51%) 29.5% (+4.4) 30.5%
Dallas 1,219,348 (+51%) 28.8% (+5.5) 31.3%
San Antonio 1,158,148 (+34%) 54.1% (+3.7) 26.6%
Anaheim 1,012,973 (+16%) 33.6% (+2.9) 28.6%
San Diego 991,348 (+32%) 32.0% (+5.3) 29.4%
Oakland 595,449 (+35%) 23.3% (+4.8) 28.5%
Washington, D.C. 588,262 (+81%) 13.4% (+4.7) 30.2%
Denver 571,131 (+42%) 22.4% (+4.0) 29.7%
Atlanta 547,400 (+102%) 10.4% (+4.0) 30.0%
Orlando 538,856 (+98%) 25.2% (+8.7) 29.2%
Fort Worth-Arlington, Texas 532,818 (+71%) 24.9% (+6.7) 29.2%
San Jose 510,396 (+19%) 27.8% (+3.1) 30.0%
Tampa-St. Petersburg 452,208 (+82%) 16.2% (+5.8) 27.9%
Nassau, N.Y. 441,594 (+56%) 15.6% (+5.3) 24.4%
Fort Lauderdale, Fla. 438,247 (+61%) 25.1% (+8.4) 25.9%
Sacramento 433,734 (+56%) 20.2% (+4.7) 28.3%
Newark, N.J. 383,815 (+41%) 17.9% (+4.9) 26.4%
San Francisco 343,345 (+18%) 19.3% (+2.5) 31.6%
Philadelphia 297,666 (+63%) 7.4% (+2.6) 29.8%
Portland 241,844 (+69%) 10.9% (+3.5) 31.1%
Seattle 236,627 (+91%) 9.0% (+3.7) 31.7%
Salt Lake City 186,866 (+65%) 16.6% (+4.9) 30.1%
Boston 181,078 (+39%) 9.6% (+2.4) 33.3%
Minneapolis-St. Paul 176,283 (+78%) 5.4% (+2.1) 30.7%
Charlotte 172,766 (+153%) 9.8% (+4.7) 29.1%
Kansas City 166,683 (+78%) 8.2% (+3.1) 28.8%
Hartford 151,219 (+41%) 12.5% (+3.1) 28.8%
Milwaukee 147,503 (+56%) 9.5% (+3.2) 29.3%
Oklahoma City 142,042 (+94%) 11.3% (+4.6) 29.9%
Baltimore 123,754 (+141%) 4.6% (+2.6) 31.4%
Raleigh 114,512 (+152%) 10.1% (+4.4) 28.4%
Indianapolis 108,259 (+161%) 6.2% (+3.5) 31.8%
Nashville 105,367 (+156%) 6.6% (+3.5) 31.9%
Cleveland 98,133 (+35%) 4.7% (+1.3) 26.1%
Detroit 95,260 (+23%) 5.2% (+1.4) 27.9%
Jacksonville 92,879 (+118%) 6.9% (+3.1) 30.6%
New Orleans 91,922 (+57%) 7.9% (+3.5) 25.6%
Tulsa 78,446 (+98%) 8.4% (+3.8) 29.8%
St. Louis 72,019 (+77%) 2.6% (+1.1) 29.2%
Columbus 66,460 (+132%) 3.6% (+1.8) 32.8%
Memphis 65,395 (+130%) 5.0% (+2.6) 28.4%
Cincinnati 55,120 (+144%) 2.6% (+1.5) 28.9%
Buffalo 46,425 (+37%) 4.1% (+1.2) 28.3%
Pittsburgh 29,969 (+72%) 1.3% (+0.6) 31.2%
Green Bay 18,967 (+109%) 6.2% (+3.0) 31.6%

Source: SportsBusiness Journal analysis of U.S. Census Bureau data

 

Northwest similarities
Seattle and Portland each have approximately a quarter million Hispanics, which makes up about 10 percent of each market, up from less than 7 percent in 2000.

Diamondbacks change the pitch
More than 10 percent of overall Phoenix market is Hispanic age 18-34, one of the largest such ratios in the country. The Diamondbacks this year adjusted how they market to those prospective ticket buyers, after an offseason study showed that the club’s Hispanic fans’ preferences in terms of ticket sections or package options were significantly different than the general market.

Triple-digit rise in Memphis
At 65,395, Memphis’ Hispanic population is one of the smallest among major league markets, but is 130 percent higher than it was a decade earlier. The Grizzlies in 2010 drafted Greivis Vasquez, the first Venezuelan-born player ever selected in the NBA draft, to pair with Marc Gasol, their Spanish star.

Counter trend in Rust Belt
Rust belt cities Pittsburgh, Buffalo, Cleveland and Detroit lost a combined 340,000 residents from 2000-2010, or about 3 percent each. However, each of those markets saw an increase in Hispanic population: Buffalo (+37%), Cleveland (+35%), Detroit (+23%) and Pittsburgh (+72%).

Padres take note
One-third of San Diego’s 3 million residents are Hispanic. According to Padres President Tom Garfinkel, 24 percent of the team’s game attendees are Hispanic. The Padres were the first MLB club to open a store outside the U.S. or Canada when, in 2005, it opened one in Tijuana. This year, Hispanic grocery store chain Northgate González Market is a team marketing partner, sponsoring the Saturday night fireworks and selling game tickets at each of their six San Diego-area stores.

Slow growing in Oklahoma
Tulsa and Oklahoma City, the two newest cities to be granted big league status, are among those with the lowest percent of Hispanic residents. Hispanics made up 11.3% of the population in Oklahoma City and 8.4% in Tulsa.

Texas two-step
Two-thirds of the 634,000 people who were added to the Dallas and Fort Worth markets between 2000 and 2010 were Hispanic. The Hispanic population in Dallas climbed 51%, while Fort Worth-Arlington saw a 71% increase.

A bigger presence in Florida
Among U.S. big league markets, those in Central and South Florida saw the biggest changes in the ethnic makeup of their cities. In 2000, for example, Orlando was two-thirds non-Hispanic white and 16.5 percent Hispanic. In 2010, 53 percent of that city is non-Hispanic white, and one-quarter is Hispanic.

Going to Carolina
Charlotte and Raleigh saw nearly identical changes in their Hispanic population since 2000. The markets saw their Hispanic population grow by approximately 150 percent, with each now having a population base that is 10 percent Hispanic, double the level in 2000.

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