Saturday, March 15, 2008

Sara I. Loarte >

Sara I. Loarte Principal at Cultiva Entertainment

What do you need to be an entrepreneur?
You need a strong desire to develop an idea and nurture it into existence.

What did inspire you to start your business?
The growth and significance of the Hispanic audience in the U.S.

How did you finance it?
Personal savings and a strategy of entering into consulting relationships that would help capitalize the company’s endeavors.

Being Hispanic…Does it have any influence on your business?
Absolutely. Being in the Hispanic Sports Marketing world it is essential for my company to be as culturally authentic to my clients as well as the consumers we serve. Therefore my Hispanic traditions and understandings of the culture really influence my company’s strategies.

In the face of adversity, how do you decide to keep going?
You look at the bigger picture, keep positive and stay focused on your goals.

What is the biggest challenge your business has faced?
Capitalization. The business opportunities are surmountable but if you do not have the proper resources to support it, your growth is much slower.

If you could change one thing about your business, what would it be?
Probably to highlight our accomplishments with the media and the industry a lot better.

What was your childhood ambition?
To meet Menudo.

Tell us about three entrepreneurs that you admire?
Richard Carrion – Chairman, Banco Popular: He took his father’s dream and accomplishments and developed them into a modern, progressive business.

Diego Suarez, Sr., Chairman, V Suarez : He began a Distribution company from the bottom up and once he reached the top, he mentored all who were willing to listen.

Antonio Munoz Bermudez, Chairman, Munoz Bermudez Holding Co.: He started a development company that quickly grew into an industry leader and he has surrounded his business with family and friends.

For business meetings: breakfast, lunch, or dinner?
Dinner- it gives you more time to set up the deal.

What sacrifices on your personal life did you have to make in order to become a business success?
I had to travel extensively at times which took me away from my precious family.

What is your favorite quote?
If you put your trust in God, He will fight your battles for you.

Is it difficult to be unconventional?
No, following Hispanic trends and traditions tend to be interpreted as “unconventional” by the general market.

Biggest mistake made?
Relying on an external party to get your message across.

Do you consider yourself an innovator? Why?
Yes, I consider myself an innovator because my company has successfully introduced new ways to reach the Hispanic audience in a very targeted way.

Sara I. Loarte is a principal of the Hispanic sports marketing firm, Cultiva Entertainment that specializes in developing multi-media platforms to reach the U.S. Hispanic audience. Cultiva is experienced in the areas of brand introduction, content development, grass roots outreach, live event production, licensing management and media syndication. Among its marquee sports client list is Major League Baseball’s World Baseball Classic tournament. Cultiva’s Hispanic engagement program for the World Baseball Classic resulted in sell-out crowds to all games featuring Latin teams, record-selling licensed merchandise and double the television ratings among Hispanic households on ESPN Network. Loarte currently serves on the Board of Directors of the Puerto Rico Baseball Academy & High School and has been instrumental in developing a Hispanic youth center in New York City that promotes the Arts. Born in Puerto Rico, Loarte attended Bernard M. Baruch College and currently resides in New York with her husband Anthony and daughter Aerin.

To learn more about Sara, visit

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