When Tar Macias launched Hola America in 2000, he wasn’t chasing headlines; he was chasing purpose. His goal was simple but powerful: to create a trusted source of information that would empower and equip the Latino community with the tools and knowledge they need to succeed.
“I saw a gap in local media; Latino stories were often underrepresented or misrepresented, and I wanted to change that,” he said. Hola America was born to fill that void and highlight the contributions, struggles, and successes of the Latino community with dignity and authenticity.
Fourteen years later, in 2014, Tar and his wife Erika expanded that mission by creating Hola Iowa, carrying those same values into a growing Latino population across the state. Together, they’ve built more than a media company; they’ve built a legacy of representation, resilience, and community.
From Mexico City to Moline
Tar’s journey began in Mexico City, where he was born, but the turning point came when his family moved to Moline, Illinois, on July 4, 1987. At just 14 years old, Tar arrived in the U.S. with his parents and four siblings, a move that would shape his identity and his future.
“Starting over in a new country, learning a new language, and navigating a new culture shaped everything about who I am today,” he recalled.
Tar comes from a family deeply rooted on both sides of the border. “I’m actually the fifth generation of my family to live in the United States,” he said. “My great-great-grandfather was the first to migrate here, and my grandfather was born in Moline before moving back and forth to Mexico. That history gave me a strong sense of belonging and a responsibility to continue building bridges between cultures.”
Growing up as an immigrant teenager in the Midwest opened his eyes to the lack of representation and access within Latino communities, and those early experiences planted the seed for what would become Hola America.
Faith, Family, and Service: The Foundation
Tar’s journey as a media entrepreneur has always been guided by his core values, family, community, and service. “Coming from a family that’s lived on both sides of the border for many generations, I deeply understand the importance of identity, resilience, and opportunity,” he said.
He believes relationships come before business, a principle that has defined how Hola America operates. “Trust and relationships are everything,” Tar explained. “We prioritized people over profit, and over time, those relationships opened doors and created opportunities. Staying bilingual, culturally relevant, and community-focused has been essential to our growth.”
It wasn’t always easy. “There were moments of financial uncertainty, times when advertisers didn’t believe in the mission, and even days when I questioned whether our work was truly making a difference,” he admitted. “But every time I felt doubt, I’d hear from a reader who told me our publication gave them a voice or made them feel seen, and that was all the motivation I needed to keep going.”
Building a Platform with Purpose
Over the years, Hola America and Hola Iowa have become powerful platforms for connection, advocacy, and representation. One of Tar’s proudest accomplishments was partnering with LULAC Iowa to increase Latino participation in the Iowa Caucuses.
“In 2008 and 2012, turnout was around 3,800 and 1,000, but by 2016, our outreach helped bring 10,000 Latinos to the caucus, a historic achievement,” he said. “That’s the power of information and representation: when people feel seen, they show up and make their voices heard.”
To Tar, being a business owner and a community voice are deeply connected. “Being a business owner gives me the platform and independence to serve the community without compromise,” he said. “And being a community advocate ensures our business decisions align with our mission and values.”
Redefining Success and Legacy
Today, Tar’s definition of success is much simpler than when he began. “Success, to me, is enjoying what you do and always giving it 100%,” he said.
And when it comes to legacy, Tar has an unconventional take. “I used to think legacy was important. Not anymore,” he shared honestly. “I think legacy is a need to feed your ego. The reality is, once we’re gone, life goes on. If you helped inspire someone, that’s nice, but that’s not my drive.”
For Tar, it’s not about fame or recognition; it’s about service. About building something that helps others rise.
“The stories of our community keep me motivated: the entrepreneurs building businesses, the families working for better futures, the students dreaming big. Knowing our work helps uplift those stories, keeps me going,” he said.
The Road Ahead
Looking toward the future, Tar envisions Hola America Media Group expanding both geographically and digitally. With projects like JEFAS Latinas in Business Magazine, he’s continuing to amplify the voices of Latina entrepreneurs and emerging leaders.
“We’re embracing digital transformation to reach younger audiences while maintaining the trust and authenticity that define us,” he said. “Our goal is to keep meeting people where they are, on their phones, in their feeds, without losing the heart of who we are.”
From a 14-year-old immigrant in Moline to a leading voice for Latino storytelling across the Midwest, Tar Macias’s journey is one of courage, purpose, and heart.
He doesn’t just tell stories; he gives his community the microphone to tell their own.
