ROCHESTER, N.Y. – In celebration of National Hispanic Heritage Month, News10NBC is highlighting stories from the local Hispanic community every Thursday. News10NBC’s Erin Mahon visited the International Plaza in Rochester today, a hub of Latinx small business owners.
Jason Barber, the plaza’s site manager, described the space as “a beautiful oasis” and emphasized its unique role in the city. “We’re highlighting immigrant-owned businesses,” Barber said. He explained that Latinx city leaders transformed a vacant alley and lot into the vibrant International Plaza.
Barber said the plaza’s affordable rent helps business owners launch their ideas, with the goal of eventually opening brick-and-mortar shops elsewhere. A new cohort of vendors regularly rotates through the plaza, continuing the cycle of growth.
Roxy Hernandez, owner of Roxy Mis Panitas, started her business at home and now teaches her children about entrepreneurship. “I tell them to learn from this,” Hernandez said. “There is nothing better than being your own boss.”
The Garcia family, who owns a kiosk serving authentic Mexican-Colombian cuisine, moved to the U.S. five years ago. They hope to expand their business into a franchise. “As a family, it’s a great challenge, but it’s also a great opportunity,” they said, emphasizing the importance of maintaining authentic flavors.
Pride is a common theme at the plaza. Esther Quinones expressed, “I feel really proud of us Latina women. We are entrepreneurial women—good mothers, good daughters. And we are fighters.”
Barber said they are currently accepting applications for three new vendor spots next year. They are seeking merchandise shops, artists, or anyone with a promising business idea.
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