Velocity Returns to Los Angeles: Three Days Inside the New Mainstream Economy
There are conferences you attend, and there are rooms that change what you build next. Velocity, returning to Los Angeles October 7 to 9, 2026, has earned its place in the second category.
Founded by global business executive Sol Trujillo, Velocity is built on a simple premise: the New Mainstream Economy, driven by Latino growth in population, purchasing power, and business formation, is where the next generation of market leaders will be made. The event's motto says the rest: intent, intensity, speed.
The timing is not incidental. U.S. Latino GDP reached $4.4 trillion in 2024, now the fourth-largest economy in the world, larger than Japan's, and growing more than twice as fast as the rest of the country. Velocity exists to help leaders act on that shift, not just read about it.
What three days look like
Velocity runs on tracks: focused areas of interest carried through Main Stage sessions, expert seminars, professional workshops, and peer networking. Registrants move between as many tracks as they choose. Around the sessions sit the moments that make the event: the Opening Celebration honoring Latino-owned businesses, the Business Industry Summits with multi-day programming across key industries, and the closing Velocity Awards Gala, where the Distinguished Velocity Award recognizes a leader whose work defines the mission.
The company you will keep
The 2026 speaker roster will be announced soon. The 2025 stage set the bar: Rita Ferro, President of Global Advertising at Disney. Rick Gomez, Chief Commercial Officer at Target. Michael M. Crow, President of Arizona State University. Holly O'Neill of Bank of America. Tom Llamas of NBC Nightly News. And Trujillo himself, framing the economy the rest of the room came to understand.
We were there in 2025, and we wrote about what capital learned that week. That story is here: Making Capital Work in the New Main Stream Economy: Lessons from Velocity 2025.
Be in the room
Latino Professionals will be covering Velocity 2026. If your work belongs in the New Mainstream Economy, so do you.
Register for Velocity 2026 here.
