"The quality of the real state and rent roll has grown," acknowledged Primestor Development Inc. managing director Alan Araki. "But stereotypes remain when it comes to getting national credit tenants – and investments – in these projects."

As such, the panelists pointed out that, when it comes to developing and/or buying shopping centers that cater to the Hispanic community (or even leasing up that center), finding the financial resources can be difficult.

"To some of the investors out there, there is still the notion that it doesn't fit the brand," commented Joel K. Mayer, managing director, head of retail with Rockwood Capital. "A lot of people don't understand the community, most of them don't understand the buying power, the culture or the speed of growth. But no other ethnic group has grown so quickly."

So what's the problem here? First of all, the locations of many of these retail centers is an issue, and not just for investors. Many such centers are operating – and being built – in urban infill locations. To many investors and tenants, "urban infill" is synonymous with "lower household income."

Kosmont Cos. president and CEO Larry Kosmont pointed out, for example, that in California, there are two locations: Coastal and interior. "Coastal is where all the retailers and investors want to go," he said. But many Hispanic groups reside inland, raising the red flag, even if that red flag is a false one. "Until there is an understanding that real estate transactions and operations are safe among these inland communities," Kosmont said, "we'll continue to see this bias."