A Passion for New Mexico

New Mexico Business Journal, Dec, 2001

What might we do?

LONG: Here's an example from another industry. America On Line started out without much capital in a competitive industry. They came up with a way of marketing their services by sending millions of floppies and CD to potential customers. They bundled their product with other products. They gained markets share literally overnight in a campaign that didn't cost a tremendous amount of money Great marketing. We need to sit down and find our formula. It's there. We too often look at things the same way year after year.

Your company seems to be on a different track than others.

LONG: We run all of our individual companies perhaps in another way. We provide a strung capitalistic structure for our people. Managers get no salaries; their income is based on earning they achieve. Their potential is unlimited, therefore. Amazing things result. In 14 years we went from 1 employee to 6000. Some of our top performers are getting seven-figure salaries. That's a great motivator.

Any prospects of going public?

LONG: None. I don't think Wall Street is an appropriate vehicle for the real estate industry since it pretty much requires quarter over quarter growth, which is hard to do in this industry. We are content to sit on the sidelines and wait for imbalances to occur.

Have you got a goal?

LONG: Our future is dependent on our people and their aspirations. We won't force growth, it will be natural. But we have hungry people who want to grow, so we will. And our heart will continue to be in New Mexico.

RELATED ARTICLE: Shopping as an Experience

In October 2000, !Traditions!-- A Festival Marketplace, opened on the site of a factory outlet center on I-25 between Santa Fe and Albuquerque. Founder Jim Long says the objective was to offer in numerous shops and galleries products made or traditionally sold in New Mexico.

In addition to the retail stores, which don't duplicate each other's wares, there are several restaurants and an entertainment center for children.

The center also mounts events intended to showcase New Mexico arts and crafts. Recent weekend programs have included a chile cookoff, "Wild West Days," a Southwest food fiesta, a classic car show to celebrate the Route 66 anniversary, the first annual International Hispanic Arts Festival and "Sacred Earth, Spirit Wind," a Native American celebration that drew more than too craftspeople. Singers and musicians often perform under the gazebo in the central plaza of the facility.

Syndicated columnist Chris Casson Madden wrote that Traditions! "features none of the trendy shops that are showcased in most malls across America...It was just the kind of shopping one wants to find when visiting a different state or country especially when the culture is as clearly defined as it is in New Mexico."