The Plainfield, N.J.-born entrepreneur, who owns a technology business in Orlando, says despite years of experience, his accent convinces people he may not have the intelligence to run a business.
That can be an obstacle when trying to attract multimillion dollar contracts from the defense industry. But Coronado, whose family moved to the U.S. from El Salvador before he was born, says it has gotten better.
"Sometimes, when you talk with an accent, they think you're dumb and they don't trust you," said Coronado, a 42-year-old Orlando resident who owns the simulation systems management firm R.S.S. Logistics. But "the new generation is out there with an open mind. Over time, it has gotten better but it's still there and it will probably never go away."
Coronado and other Hispanics, however, say opportunities have grown in Central Florida as more make their way to the region and move beyond traditional businesses such as restaurants.
What once was primarily the domain of natives of Puerto Rico and Mexico has changed during the last year or so to include many other countries, including Venezuela, Brazil and Argentina.
The increased presence of Hispanic businesses aligns with a recent Florida Atlantic University survey that shows Hispanic consumers have become more confident in the U.S. economy. The Hispanic Sentiment Index, which started in August, is modeled after the University of Michigan's National Consumer Sentiment Index. It asks respondents questions that are weighted based upon traits such as region and age, then equates the responses to a scale that ranges from 2 to 150.
January's numbers placed Hispanic confidence at 101, up from 86 a month earlier.
"They are becoming a force," said Monica Escaleras, director of Florida Atlantic's business and economic polling initiative. "Hispanics are the growing minority in the U.S. They will be shaping and influencing retail markets. We want to know their attitude and how they feel about the economy."
Local agencies that support Hispanic businesses say they have seen a surge in recent months.
Ana Bello, director of new business development and marketing for the Hispanic Chamber of Commerce of Metro Orlando, said membership growth has increased lately. She attributed that primarily to further involvement with Puerto Rico businesses and companies that relocate from the Northeast U.S.
The chamber has more than 1,700 members and Bello said 30 new businesses joined in February, which was a high number for the month.
"We are the fourth-largest market when it comes to Hispanic growth," she said. "We have seen a jump in new members this year already."
The U.S. Census showed 18.6 percent of businesses in Orlando and 22.4 percent in Florida were owned by Hispanics in 2007, the most-recent year for which data was available. Census figures for 2012 will be released in July.
The Hispanic Business Initiative Fund offers consulting and services to Hispanic-owned businesses.
Officials say they have seen an evolution of industries served as families establish deeper ties within the U.S.
"Many who were opening businesses before would bring a taste of their country and open up a Colombian or Dominican restaurant," said Diego Velez, a business development consultant in Central Florida for the Initiative Fund. "Now we are seeing second- and third-generation Hispanics opening up technology firms. The Hispanic community at one point wanted to bring their flavor here but now understands that they are here in Orlando."
Esteban Garcia might be considered an agency success story.
Garcia, who runs a software consulting firm out of the Canvs coworking space in downtown Orlando, said the HBIF gave him the push he needed to start his own business last year.
But the Ecuador native, who arrived in the U.S. in 1990 and attended high school in Bradenton, says he concentrates on his company more than any obstacles he might have had to overcome.
"I'm sure there have been times when things have been more difficult," said Garcia, who owns Nebbia Technology. "But I tend to focus more on the people who already see me as an expert in my field. I don't necessarily lead with the fact that I'm Hispanic."
Garcia instead prefers to focus on the challenges he faces as an entrepreneur: "Where will the next contract come from? How do I make sure I'm providing for my employees? It's everyday challenges most companies have."
Coronado, facing those challenges, has sought help from organizations such as the Initiative Fund dedicated to helping Hispanic business owners.
The fund regularly hosts seminars, workshops and conferences meant to help entrepreneurs meet other business owners, banking executives and lawyers.
Although he says some judgment based on race will always exist, he focuses on promoting his experience to earn contracts.
"To do this type of work, everyone takes the same tests," said Coronado, who employs six people at University of Central Florida's business park. "The more degrees or certifications I can get, those stand out."
Hispanic business owners surging
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