L’ATTITUDE

What L’ATTITUDE does

L'ATTITUDE was an annual business conference and media event founded in 2017 by Gary Acosta and Sol Trujillo. The event convened CEOs, entrepreneurs, investors, A-list celebrities, and two U.S. Presidents to showcase Latino achievements in America's New Mainstream Economy. Over its seven-year run, the conference attracted nearly 40,000 attendees, with participation structured around networking, customer acquisition, and exposure to senior business and political leaders in the Latino community.

The company's core product was a single, in-person annual conference, co-hosted in partnership with NAHREP (National Association of Hispanic Real Estate Professionals) and supported by high-profile partners including Emilio Estefan and former United Airlines CEO Oscar Muñoz. L'ATTITUDE operated an event-driven, community-led go-to-market motion, distributing its value exclusively through live conference attendance rather than a technology platform, digital product, or subscription offering. No proprietary technology, app, or AI capabilities were developed; the brand and conference format itself were the primary assets.

In November 2024, the co-founders announced that the 2024 event would be the final L'ATTITUDE gathering, with Acosta and Trujillo electing to pursue separate, new individual initiatives going forward. The company was privately held with no institutional funding rounds, no disclosed headcount, and no reported revenue figures. As of November 2024, the operating status is effectively closed, with the brand discontinued.

Name

L’ATTITUDE

Legal name

L'ATTITUDE

Website

https://lattitude.net

Company type

Private

Founded year

2017

Operating status

Closed

Headcount range

1–10 employees

Short description

L'ATTITUDE was a privately held annual business conference, founded in 2017 by Gary Acosta and Sol Trujillo, that convened CEOs, entrepreneurs, investors, celebrities, and U.S. Presidents to showcase Latino economic achievement. The final event was held in November 2024.

Ownership category

akta.pro rank

Product category

Business Conferences and Events

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

akta.pro primary industry

Corporate Meetings & Conferences (Internal/External Business Events) (MPAGAHAA)

akta.pro secondary industries

Thought Leadership & Executive Visibility (BPAFADAG), Corporate Reputation & Thought Leadership (MPAAAOAF)

Keywords

• Business conferences
• Latino business events
• Executive networking
• Business media events
• Summit and conventions

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

L'ATTITUDE was an annual business conference and media event held in the USA from 2017 through 2024. It brought together CEOs, entrepreneurs, investors, celebrities, and political leaders for on-stage conversations about Latinos as drivers of America's New Mainstream Economy. The event served as a networking, customer-acquisition, and thought-leadership platform for the U.S. Latino business community.

Product overview

L'ATTITUDE was a single, unified business conference product — an annual media event designed to showcase Latino economic achievement and create networking opportunities for attendees. The conference served as a platform for business leaders, investors, and celebrities to discuss the role of Latinos as drivers of the New Mainstream Economy in 21st-century America. The 2024 event marked the final edition of the L'ATTITUDE brand, with co-founders Gary Acosta and Sol Trujillo planning separate new initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• L'ATTITUDE Conference

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• NAHREPcoreStrategic or Co-development PartnerNAHREP (National Association of Hispanic Real Estate Professionals) staff and organization served as partners in co-hosting L'ATTITUDE events over the seven-year partnership. The collaboration leveraged NAHREP's network and resources to support the conference's mission of showcasing Latino economic achievements.
• Emilio EstefanminorGTM or Marketing PartnerEmilio Estefan, renowned music producer, was acknowledged as a partner who contributed to L'ATTITUDE's success, likely through entertainment and celebrity connections that enhanced the event's appeal.
• Oscar MuñozminorGTM or Marketing PartnerOscar Muñoz, former CEO of United Airlines, was acknowledged as a partner who contributed to the event's success, bringing executive leadership perspective and business connections.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• TED Conference: Premium annual conference built around thought-leadership content and celebrity speakers. Comparable as a curated business/idea conference brand monetized through exclusivity and prestige.
• SXSW: Annual multi-track business, technology, and culture conference. Directly comparable as a flagship in-person business event that built brand equity through high-profile speakers and curated programming, similar in scale and prestige positioning to L'ATTITUDE.
• Hispanicize: Hispanic-focused annual media and business event convening Latino professionals, creators, and executives. Most directly comparable peer given overlapping demographic focus and business conference format.
• INBOUND (HubSpot): Annual business and marketing conference attracting tens of thousands of professionals. Comparable annual flagship conference model targeting business decision-makers.
• Aspen Ideas Festival: Annual thought-leadership event convening business, political, and cultural leaders around economic and social themes. Comparable to L'ATTITUDE's approach of building a premium business conference around a specific demographic narrative.
• CES (Consumer Technology Association): Flagship annual business convention attracting 100,000+ attendees, Fortune 500 executives, and high-profile speakers. Comparable single-event scale and B2B conference economics to L'ATTITUDE.
• Milken Institute Global Conference: Invitation-only executive business conference featuring heads of state, Fortune 500 CEOs, and institutional investors. Directly comparable to L'ATTITUDE's positioning as an exclusive gathering of business and political leaders around an economic thesis.
• Dreamforce (Salesforce): Large annual business conference with celebrity keynote appearances and C-suite attendance. Directly comparable as a single-event annual gathering monetized through tickets and sponsorships.
• Forbes Under 30 Summit: Invitation-heavy annual business summit featuring high-profile entrepreneurs, investors, and celebrities. Comparable in attendee profile and conference economics to L'ATTITUDE.
• Web Summit: Large-scale annual business and technology conference attracting tens of thousands of attendees, CEOs, investors, and celebrities. Closely matches L'ATTITUDE's model of monetizing premium attendee access through a single flagship event.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/lattitudeevent
• Facebookfacebook.com/LATTITUDEevent

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about L’ATTITUDE