New Mexico Tourism Department investment in tourism event program surpasses $500,000 in Year Three
FOR IMMEDIATE RELEASE:
Contact: Cody Johnson
Communications Director, Tourism Department
Cody.johnson2@td.nm.gov
505-470-0060
July 2, 2023
New Mexico Tourism Department investment in tourism event program surpasses $500,000 in Year Three
SANTA FE – The New Mexico Tourism Department (NMTD) is further expanding its investment in New Mexico’s tourism events and festivals for fiscal year 2025.
The Tourism Event Growth & Sustainability Program offers eligible New Mexico entities that host tourism-related events with technical assistance, marketing resources and sponsorship support for those events. For FY25, NMTD is awarding $533,238 in support to 38 events, both a record for the agency. The investment by NMTD in this program for FY25 represents an increase of $77,536 in grant funding compared to FY24.
This program offers three options of support. The first option is an event accelerator that helps tourism events level up through technical support and strategic planning. The second option is a cooperative marketing model that pools resources between NMTD and participating entities. The third option is sponsorship support established tourism events. For FY25, 10 events will be participating in the accelerator, 14 will be participating in the marketing cooperative and 14 will be participating in the sponsorship module.
Tourism events in 16 destinations across New Mexico will be supported by this program in FY25. Of the 38 participating tourism events, 21 are hosted in communities outside of Albuquerque or Santa Fe.
New Mexico’s Native American and Hispanic American heritage is represented and supported through this program. The FY25 cohort includes six events that celebrate Native American culture and heritage and four events that celebrate Hispanic American culture and heritage.
“This program was created not just to offer technical support and financial resources to tourism-related events – it exists to take participating events along a journey of actual growth; one where events are building capacity, programming, attendance, quality guest experience or any other element of the event’s strategic vision,” said Acting Secretary Lancing Adams. “I’m happy to see that participants in this program are actually ‘leveling up’ and taking these events to new heights through our collaboration.”
The FY25 cohort includes 11 first-time participants for the program, ranging from the Silver City Blues Festival to Chama Christmas in the Mountains. The other first-time participating events in the program include: Blossom & Bones Ghost Ranch Music Festival, Chama Yak Attack, Cloudcroft Heritage Days Celebration, Indian Pueblo Cultural Center Dance Program, Recycle Santa Fe Art Festival, Red River Oktoberfest, Santa Fe Studio Tour, Tejano Fest and Vino in the Valley.
Below is a complete list of program participants for FY25:
Event Accelerator
Chama Christmas in the Mountains
$5,000
Chama Valley Art Festival and Studio Tour
$5,000
Chama Yak Attack
$5,000
Farmhouse Ale and Bernalillo Blues Festival
$5,000
Great American Duck Race
$5,000
Nakotah LaRance Youth Hoop Dance Championship
$5,000
Recycle Santa Fe Art Festival
$5,000
Santa Fe Studio Tour
$5,000
Smokin’ on the Plaza
$5,000
Tommy Knocker 10
$5,000
Cooperative Marketing Support
8750’ Festival
$7,682
Aspencade
$7,682
Bernalillo Indian Arts Festival
$7,682
Blossoms & Bones Ghost Ranch Music Festival
$10,000
Day of the Tread
$5,000
Fiesta Latina
$10,000
Indigenous Ways Festival
$10,000
Mariachi Spectacular de Albuquerque
$10,000
Red River Oktoberfest
$10,000
Silver City Blues Festival
$10,000
Tejano Fest
$5,682
Traditional Spanish Market
$10,000
UFO Festival
$9,510
Vino in the Valley
$10,000
Sponsorship
Albuquerque International Balloon Fiesta
$50,000
Cloudcroft Heritage Days Celebration
$5,000
CURRENTS New Media
$10,000
Festival Flamenco Albuquerque
$30,000
Gathering of Nations Powwow
$50,000
International Folk Art Market
$30,000
Indian Pueblo Cultural Center Dance Program
$20,000
Las Cruces International Film Festival
$20,000
Santa Fe Indian Market
$50,000
Santa Fe International Film Festival
$20,000
Santa Fe Wine & Chile Fiesta
$10,000
The Burning of Zozobra
$50,000
The Paseo
$10,000
Up & Over 10K Trail Run Weekend
$5,000
To learn more about the Tourism Event Growth & Sustainability Program and review more details about program participants for FY25, visit the NMTD website .
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About New Mexico True : The New Mexico Tourism Department created the New Mexico True brand in response to common misconceptions that New Mexico is a dry, arid, barren desert state with nothing to do. Built upon the idea that a trip to New Mexico is an “adventure that feeds the soul,” the brand advertising campaign provides a platform for unified messaging for more than 50 communities and 450 businesses around the state.
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