The occasion is a sold-out gala to raise college money for Hispanic students in Northern Kentucky and Greater Cincinnati.

The dinner and dance is expected to draw 750 guests.

Sponsors include GE Aircraft Engines and Procter & Gamble. The Hispanic market is increasingly important in the Midwest, said Procter manager Maria Molina, and the company is committed to creating a pipeline of Hispanic leaders in the area.

Supporting Hispanic students "is not only the right thing to do, but it's a business imperative. Our corporations need to mirror the face of America," Molina said.

Between 1990 and 2000, the percentage of Hispanics in Cincinnati grew by 120 percent, compared to 12 percent for African-Americans and 5 percent for whites, according to La Verdad Marketing, a Cincinnati company specializing in the Hispanic market.

The Cincinnati gala began three years ago, raising $60,000 for local students that was matched 2-to-1 by the national Hispanic Scholarship Fund.

Last year, the gala sold out, raising a total of $200,000 with a 1-to-1 match.

This year, it was moved to the Northern Kentucky Convention Center to accommodate more guests. It appears to be on target to raise $170,000, which will not be matched, said co-chairman Jorge Seda of GE Aircraft Engines.

So far, the scholarships have benefited 160 students around Northern Kentucky and Cincinnati with average awards of $2,500.

One recipient is Juan Carlos Vela, 21, of Erlanger. With his money, he enrolled in a co-op program at Northern Kentucky University this summer, learning computer-assisted drafting and working at a concrete company.

"I knew what I was doing when I got to the job site," said Vela, whose major is construction management. "I was able to read the blueprints."

Vela's father supports four children. His mother is disabled and cannot work. "Without scholarships, I wouldn't be able to attend my college classes," Vela said.

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Today's related events include a free meeting for any Hispanic students and their families to learn about college financial aid. It will take place from 10 a.m. to noon at the Cintas Center on the campus of Xavier University.

E-mail kgutierrez@enquirer.com