Why tourist town Branson, Mo., paid for a ‘Hispanics 101’ class for business leaders
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BRANSON NEWS:
In a ballroom with antlers on the wall and hoof prints on the carpet, diversity coach Miguel Joey Aviles asked whether anyone knew how to merengue.”Lord have mercy,” he said, counting hands. “Only two?”This is “Hispanics 101,” a class meant to teach employers in the Ozarks resort town of 11,400 how to lure workers from Puerto Rico and persuade them to stay.The economy depends on it. As tourism season kicks off this month, the remote getaway known for dinner theaters, country music concerts and a museum of dinosaur replicas has 2,050 vacancies – and a lack of locals applying.
So, like other areas with tight labor markets, Branson finds itself getting creative to fill jobs – in this case by recruiting people from a part of the United States with much higher unemployment.But the plan to bring 1,000 workers from the island to overwhelmingly white, conservative Branson over the next three years has sparked unease, with critics saying that the newcomers will steal work from residents or drag down wages or bump up crime.Inside the mountain lodge with Aviles, however, managers who say they’re desperate for employees stood up and tried to move their hips. They came from hotels, hospitals, hardware stores and banks, paying $50 each for the workshop.”It’s very, very difficult to find talented people in this labor market,” said Lynn Brown, regional human resources manager at Bluegreen Vacations. Few responded to the 20 vacancies he had posted online.
It’s another challenge to get workers to stay. Aviles advises bosses to check in often, ask about their mothers and request that grocery stores in the area sell plantains and Goya coconut water.”It’s not enough to invite them to the party,” Aviles said, twisting his body to the beat. “Bring them to the dance floor.”Branson boasts hiking, …
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