A Passion for New Mexico

New Mexico Business Journal, Dec, 2001

But what I sense in our state is that many of those who can best influence our future do not seem to have this pride. Why do we continue to design buildings that dilute our heritage and sense of place and merely reflect national trends? Why does our state spend so little to strengthen our cultural corridors? Why do our children know so little about their New Mexico history and the heroes and legends who created such history? Why do we so freely want to give away our resources to outside industries when 95 percent of the jobs are created by our existing New Mexican businesses?

The road I want to travel is filled with discoveries--discoveries that I want to share with the people of New Mexico. I think we can find what defines our state by studying our past and presenting these discoveries in the places we build -the events and celebrations we create, the opportunities we can find for New Mexicans, the relationships we can form to serve the communities we live in. This movement will have at its roots the preservation and the promotion of the unique culture of New Mexico. I believe there are many who feel this way and will assist in this pursuit. Over the past year we have witnessed the generosity of many businesses and individuals who shared this passion and provided critical support.

The Heritage Hotels seem to be one manifestation of the passion you express.

LONG: They are distinctive hotels with a cultural difference that are dedicated to showcasing the unique art, architecture, interior decoration, cuisine, entertainment, landscaping and warmth of New Mexican people. We renovated our landmark Heritage Hotel - Sheraton Old Town - in a style that hopefully provides inspiration for other Albuquerque projects. But there are other manifestations. We created iTraditions!, the unique marketplace at Budaghers that showcases our heritage and provides a venue to celebrating our unique artistic talent, entertainment and cuisine and represents thousands of New Mexicans. We have established the New Mexico Multicultural Foundation, which is currently involved in the development of several extraordinary projects including a Legends of New Mexico Museum where our children can learn about their history and a unique festival that combines the natural elements of our wind and sunlight with artistry and technology and will create the excitement of a world expo, and the development of an arts institute that will offer art, culture and history programs, and lectures.

We also created 12 other annual festivals at iTraditions! that are bringing together many people to share the art, cuisine, music, dance, and passion of New Mexicans. We revived the Montezuma Ball [to be held this year on November 17] that started 99 years ago but had a 32-year hiatus until last year. This important event reconnects Albuquerque with its historic roots.

Tell me your attitude about tourist promotion in the state. Is it doing what it ought to be doing?

LONG: New Mexico is a drive-to destination, which presents a wonderful opportunity for us. The key to that is to promote what's wonderful about the state. But as a state with limited resources, we have to go about it in a different way. I don't think marketing takes a lot of money. We can market in a creative way by harnessing the talent that exists in the state. We need to think differently and not compete on the same basis as everybody else.