Señoritas and Cigarmaking Women: Using ‘Latin’ Feminine Types to Rebrand and Market Ybor City, 1950-1962

Abstract

“Pretty señoritas” and “tractable” cigarmaking women were two Latin female types created by marketers to promote Ybor City—historically known for industrial cigar production, Latin immigrants, and labor strife—as both a major tourist destination and continuing cigar manufacturing center after World War II. This article—through an examination of promotional materials, news accounts, and other archival sources— describes how Anthony Pizzo, Tampa mayor Curtis Hixon, and other area businesspersons and politicians used señoritas and female cigar workers to rebrand and market postwar Ybor City as a distinct and exotic hybrid space, which combined industrial production with tourist- centered consumption.