Honoring METRO’s Abuelitas

In many cultures, la abuelita (grandmother) is often seen as the nucleus of the family -a dominant, yet sweet-tempered force. So, it was fitting that METRO chose this strong and wise respected family figure as the face of its Hispanic marketing campaign.

And, in honor of Hispanic Heritage month, METRO celebrated its very own Abuelita, and the real-life abuelitas who have made riding transit a part of their daily lives.

The guests of honor at the Abuelita brunch were greeted at the front doors of the Talento Bilingüe de Houston Saturday, October 18 by the traditional Gulf Coast sounds of Pistoleros de Texas.

As part of its Hispanic marketing campaign that launched in May, METRO distributed fliers, asking riders to submit stories of their grandmothers riding METRO.

METRO invited these traveling abuelitas, and their families to a brunch filled with music and entertainment in appreciation for riding METRO, and embracing public transportation.

The agency’s very own, actress Sylvia Armendariz, an abuelita herself, thanked METRO for the opportunity to play such a beloved role.

Accompanied by their grandchildren, the abuelitas proudly stood up to be recognized with a round of applause. METRO Board Member Carmen Orta helped present the ladies with a small token of appreciation – a vase.

One of the honored guests said she’s been riding METRO for more than 30 years – and has made lots of friends along the way. The sassy abuelita mentioned her transit friends call her “mom,” and she affectionately fires back a “yes mijo,” which translates to “yes dear.”

Whether it’s going shopping or a trip to the clinic - many of these abuelitas say METRO gives them independence to move about the city, while forging new friendships.