Perez Sport Latino: A Hispanic Haven in Price Hill

The beginning of Hispanic Heritage Month was September 15, which marks the anniversary of the independence of several Latin American countries – Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua with Mexico (September 16) and Chile (September 18) following right behind. What originally began as a one-week celebration in the 1960’s was turned into a month-long celebration of the rich history, culture, and achievements of Hispanic and Latinx members of the community in 1988.

Recently I discovered a thriving and vibrant Hispanic and Latinx community in my own back yard, on the west side of Cincinnati in Price Hill. More than 4,700 “Price Hillians” are of Hispanic origin.

That is why Ausel Perez, hailing from Guatemala, his wife, and their four children chose to make their home and open a business in Price Hill. With the assistance of Santa Maria Community Services, Working In Neighborhoods, and Price Hill Will through the Homesteading Program, the Perez family moved into their home in the winter of 2017, spending the next few years making repairs and renovating the home to fit their needs, building equity in their home. Santa Maria Community Services is a LISC Financial Opportunity Centers® (FOC), with a goal to provide assistance for families in the Greater Price Hill area and Working In Neighborhoods is a Community Development Corporation, like Price Hill Will, that provides financial literacy and home buying courses. By participating in the Homesteading Program in Price Hill, Ausel was able to become the first homeowner in his family. The Homesteading Program is a way for those who are not able to finance the purchase of a home in traditional ways to put their own sweat equity into the repairs and upgrade the home and reduce blight in their neighborhood while building equity in their home and creating the opportunity for generational wealth.

Because of his positive experience with the Homesteading Program, Ausel was eager to talk about a business idea with the team at Price Hill Will. When asked where the inspiration for opening their store came from, he told me his son was an avid soccer fan and wanted jerseys from his favorite players. Unfortunately, they couldn’t find what he was looking for close to home. His family could see there was a need for a store with items that celebrate Hispanic culture. With those two thoughts his idea for a business was born, he wanted to open a shop that would cater to the large and growing Hispanic population and fill the void. His daughter noted that in Price Hill there were not many Hispanic stores such as theirs, and people needed to travel to get to one, so opening in a convenient central location was important.

The location of PÉREZ. SPORT. Latino. is right in the heart of the Warsaw Avenue Creative Campus at 3108 Warsaw Avenue. Next door to them is Living Rooms, a newly opened plant shop. Across the street a new eatery will be going in, and just down the street will be a new location for local favorite Urbana Cafe. The Cincinnati Recreation Commission Price Hill Rec Center is close by, as well as the location of the Price Hill Will SafeGrowth site, where residents are working to build a safe and active community space. Less than a block away is the newly renovated Cincinnati Public Library Price Hill Branch. There’s other activity happening close by as well, including park updates and efforts to make roads safer for drivers and pedestrians.

So, what can you find there? Of course, the main stars are soccer jerseys from all over the world. In sizes from children to adults, you can find one for your favorite teams and if you wanted can even have them personalized by Ausel’s daughter. In addition to jerseys and other soccer gear you can find traditional Guatemalan clothing, Guatemalan food and beverages, toys, knick knacks, shoes, fabric and more. The real treasure was finding all the handmade items knitted by Ausel’s wife, which will be handy for the upcoming cool weather. 

PÉREZ. SPORT. Latino.

Follow on Facebook: PÉREZ. SPORT. Latino.

Visit in Person: 3108 Warsaw Ave, Unit 101 Cincinnati OH 45205