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Latino dancers at festival

Festival blends food, fun, and finance

Several Wells Fargo banking stores in four California communities connected culture and commerce — by celebrating Latino culture.

June 2, 2015

Nota del editor: También está disponible una versión en español de esta historia.


Food festivals are a rite of spring. And for companies like Wells Fargo, they’re also an opportunity to connect culture and commerce as the U.S. becomes increasingly diverse.

An example: a May 5 event in San Jose, California. With a troupe of Mexican dancers from Ballet Folklorico Netzahualcoyotl twirling in the background, Karen Godoy munched on a taco from the El Tonayense taco truck and got some mobile banking tips all at the same time. She didn’t expect ― but was pleasantly surprised to find ― that a Cinco de Mayo celebration was taking place at her Wells Fargo banking store at 1720 Story Road.

“I have been using the Wells Fargo Spanish mobile app for a few weeks now and I love it. And today I learned about other options that I didn’t know I had access to,” she says.

Customer Rafael Ruiz didn’t expect his bank to host a party, either, but says he appreciates that his bank honors the day that celebrates the Mexican army’s victory over French forces at the Battle of Puebla in 1862.

“I applaud Wells Fargo for joining us in celebrating our love for our culture — and for treating our culture and community with respect,” Rafael says.

Ballet Folklorico Netzahualcoyotl dancers at Wells Fargo in San Jose
Welcoming customers to Wells Fargo’s Cinco de Mayo celebration in San Jose
Wells Fargo customers with free tacos from the El Tonayense Taco Truck
Offering tips the Wells Fargo Spanish mobile banking app
Ballet Folklorico Netzahualcoyotl performs at Wells Fargo’s Story and King banking store in San Jose, California, for Cinco de Mayo.
Store Manager Esteban Roque and Assistant Manager Carlos Jimenez welcome customers to the celebration outside their location at 1720 Story Road.
Free tacos are served, courtesy of the El Tonayense Taco Truck.
A Wells Fargo ambassador offers tips on banking for the company’s new Spanish mobile banking app.

Mariela Ure, who directs Wells Fargo’s strategy for serving Hispanic customers, says the company knew it had to find ways to make its mobile banking service even more relevant to Latinos. According to Nielsen, nearly three in four Latinos own smartphones ― about 10 percent higher than the national average.

Enter the mobile banking phone app in Spanish launched March 23 to give customers the option of selecting Spanish as their preferred language and accessing a variety of services on their phones.

The updated app is available for Apple, Android, and Windows phones.

“Whether it’s food or holidays or both, we must stay connected to our communities so we can better understand the needs of our customers,” Mariela says. “We recognize that our customers’ banking needs are evolving, and we’re seeing an increased use and dependency on mobile devices by Latinos to manage their everyday finances. The app is just one of the many ways we strive to better serve our customers and continue to look for new and improved ways to help them succeed financially.”

Wells Fargo held similar Cinco de Mayo celebrations at its banking stores in Oakland, San Francisco, and Santa Rosa.

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