Az Coyotes celebrate Hispanic Heritage Month by highlighting Latinx-owned small businesses

Balloons, confetti and the sounds of Latin music filled the Ice Den Scottsdale. In the background, the subtle sound of skate blades and stick taps echoed throughout the ice rink.

Attendees of the Hispanic Heritage Month kick-off event, their faces filled with joy, briefly paused during Wednesday’s celebration while Coyotes president and CEO Xavier A. Gutierrez announced the organization’s plans of engaging the local community.

“What I am most excited about is the work being done across the community,” Gutierrez told the crowd. “While we’re here celebrating Hispanic Heritage Month, we’re also celebrating everything that we do year-round to target this incredibly important community.”

Through its partnership with the Arizona Hispanic Chamber of Commerce, the Coyotes will highlight thriving Latino businesses from the greater Phoenix area and work with Latino marketing agency Chemistry Cultura to help improve their business brands.

Monica Villalobos, president and CEO of the Arizona Hispanic Chamber of Commerce, is excited about the partnership and future opportunities that will come with the Coyotes.

“I think it’s really important for them to be investing in the Hispanic community,” Villalobos said. “This is a non-traditional sport for us, it’s a huge business opportunity. And so as I always tell Xavier [Gutierrez], the success of the Coyotes is all of our success.”

Gutierrez, the only Latino president and CEO in the NHL, hopes to leverage his platform to make a difference