The inaugural ISSA VEO Conference delivered a high-energy, bilingual program over two days at the Fairmont Chicago, bringing together more than 100 attendees to celebrate leadership, connection, and career mobility across the Hispanic community in the cleaning and facility solutions industry.

The agenda mixed fast-paced learning with networking and recognition moments—culminating in the Visionario Award Gala.

Launched under ISSA’s new VEO (Visión, Empeño, Oportunidad) banner, the conference is part of a long-term initiative that adds structure around year-round programming—an advisory council, ongoing bilingual webinars, awards, and a standing annual event—so progress continues beyond the Chicago kickoff. Organizers positioned VEO around four pillars: Business advancement, workforce development, industry representation, and leadership career mobility.

Programming emphasized real-world outcomes: How to scale businesses, move from frontline to supervisor to owner, and accelerate representation in decision-making roles. In keeping with the “bilingual and inclusive by design” approach, speakers and partners spanned industry and civic groups, with representation noted from organizations such as the United States Hispanic Chamber of Commerce, the Association of Hispanic Professionals, and the Illinois Hispanic Chamber of Commerce.

Attendees also heard a clear industry context: Hispanic professionals make up a significant share of the cleaning workforce—nearly 70% by some estimates—yet remain underrepresented in leadership. VEO’s remit is to close that distance by codifying training, mentorship, and visibility as core deliverables, not side projects.

The two-day inaugural event culminated in the “Visionario Award” Gala, which recognized ISSA members who embody the VEO values—vision for what’s possible, determination in the face of adversity, and commitment to creating opportunities for others. Selected by their ISSA peers, the nominees included Angelica Rivera/BABCO, Christian Espinoza/WOW! Facility Services, Claudia Munoz/CCC Services, Diana Diaz/Rozalado Services, Karina Villaseñor/4M, Kennedy Moreno/Moreno & Associates, and Kyleigh Moreno/Moreno & Associates.

Karina Villaseñor/4M and Angelica Rivera/Babco received this year’s top honor, with each recipient awarded a $10,000 grant to fuel continued growth through business investment, education, community impact, or leadership development.

Beyond the gala, the mood in the hallways told its own story: Manufacturers, company owners, managers, and frontline professionals exchanged cards, set up calls, and compared next steps for certifications and leadership training. The most common takeaway was practical: Attendees left with new contacts and a more precise roadmap for advancement—plus the reassurance that a newly formed, year-round ISSA VEO Council will sustain momentum after the show.

With its successful launch, VEO has carved out a distinctive space on the trade-event calendar: A conference designed to elevate people and outcomes, not just share ideas—one that felt less like a debut and more like the beginning of a movement.

Stay tuned for more information and updates about VEO.