Nearly 35% of Waco’s residents identify as Hispanic or Latino, a demographic that comes to light during the Christmas season when families prepare festive food, drinks and decor.

Landin said anyone and everyone is welcomed to come and stop by and learn more about the countries, “knickknacks” will also be provided for attendees to take with them and a visual aid of things that come from each country.

Reaching the nation’s 55 million Latinos has become gospel for mainstream media giants, but capturing this fast-growing, mostly U.S.-born audience is proving tricky to networks and websites. For every success story there is a flop.