Quinceañeras: The New Sweet Sixteen? [INSIGHT]

For years, Tr3s has documented the trials and tribulations of Latinas planning their quinceañeras on its hit show Quiero Mis Quinces. These coming-of-age parties for girls turning fifteen are a rite of passage in many parts of Latin America – and as the Hispanic population in the U.S. grows, they’re becoming big business.

Quinceañeras are a major event in a family’s life and usually the whole family is involved. Within Tr3s’s target 18-34 demo, 1 in 5 people have a 12-to-16 year-old in the household. Among just the 30-34 group, 1 in 4 live in a household with someone within the “quince” age range.

Traditionally, the quinceañera was a girl’s introduction to society trumpeting her eligibility for marriage. In the U.S. today, however, these celebrations are more commonly an elaborate celebration of her unique personality.

For Mexicans, quinceañeras typically begin with a Catholic mass – though some (especially natives of other countries) have a simple church prayer service or no religious involvement. The parties take place in large reception halls and often feature several dress changes. Some traditions include the father replacing the girl’s flat shoes with high heels, a father-daughter waltz, and a surprise dance performance by the girl’s “court” of damas y chambelanes. The court is similar to bridesmaids and groomsmen at a wedding and usually ranges from six to sixteen couples. The dances they perform are often professionally choreographed and require several weeks of rehearsal.

Many Latino families consider providing a quinceañera for their daughter a necessity, and average costs can run from $15,000 to $20,000. Many parents – some driven by memories of not being able to afford quinceañeras of their own — go into debt to give their teenager the party they feel she deserves.

The size and scope of quinceañeras, combined with the fact that 1 in 5 teens in the U.S. Hispanic, mean big money for businesses looking to provide quince-related services. This is a $400 million industry today, and that figure is only expected to grow.

One major U.S. company that’s targeting quinceañeras is Disney. Its new line of Disney Princess-inspired gowns range from $500 to $1000. Disneyland Resort offers quinceañera vacation packages, as well as a ball that promises a fairytale event with character visits and the option to arrive in Cinderella’s enchanted coach.

There are many parallels with the wedding industry, such as venues that require a commitment at least a year in advance, event planners who manage the numerous details, and cakes with $1,000 price tags. Particularly in the Southwest, quince expos give families an opportunity to explore their planning options. Many vendors pair their quinceañera and wedding offerings in hopes of gaining future business.

Given that Latinas are such a large proportion of teenagers in the U.S., is it possible that quinceañeras could become a tradition among the American population at large? It’s already happening in some parts of the country. Recently, The Economist published a story about how they’re are slipping into the mainstream in densely Hispanic San Antonio, as non-Hispanic teens go to friends’ quinceañeras and want them for their own fifteenth birthdays.

Hispanics represent a large and growing proportion of the adolescent population, more non-Hispanic teens are experiencing Latin culture as part of their everyday lives, and more businesses are creating opportunities for individual expression in these parties. The quinceañera may well be on its way to becoming the new Sweet Sixteen.

Sources: CEB Iconoculture, “Quinceañeras ripple out into the general market,” 10/3/13; Latino News Today, “Quinceañera = Big Business,” 3/4/13; The Economist, “The Power of a Party,” 8/3/13