Solid steps forward: Native Americans have more than gaming and tourism contributing to their bottom lines

New Mexico Business Journal, Jan-Feb, 1999 by Aimee McNamara

Gaming is big business for New Mexico's Native Americans, but it's certainly not the only business. A number of pueblos and tribes are diversifying their economies. Tribally-owned businesses run the gamut from restaurants to construction to hi-tech manufacturing. But tourism, which for years has been an important source of revenue, retains its primacy.

Taos and Acoma Pueblos, which remain traditional pueblo villages, are among the most popular tourist destinations in the state. Visitors support the pueblos' small, local enterprises, a number of which deal with fine arts and crafts. At Acoma, however, the emphasis on tradition doesn't preclude utilizing advanced technology. Last November, the pueblo signed a right-of-way agreement with U S West which will result in the construction of an 81-mile fiber optic line that's expected to be completed by June of this year. The pueblo believes the fiber optic network will, among other things, help it compete for tourists' dollars. The pueblo's Sky City Visitors Center is undergoing a renovation and expansion which may be completed in April, according to Mary Tenorio, the center's manager. She said the project will create 10 full-time and 25 part-time jobs.

Other tribes rely on a variety of attractions to draw tourists. The Mescalero Apache Tribe gets visitors from in and out of state at its Valley of the Mountain Gods ski area and lodge. The Jicarilla Apache Tribe has been very successful at promoting its exclusive lodge in Chama to hunters and mountaineers. The Pojoaque Pueblo recently opened the Cities of Gold Hotel with conference facilities near the pueblo's like-named casino. Due to its location at the junction of state Highway 68 to Taos and Highway 30 to Los Alamos, it attracts travelers visiting the northern pueblos, Los Alamos, Bandelier National Monument, and the Santa Fe National Forest. It is also serves as an alternative meeting site to Santa Fe for businesses and organizations needing facilities near Espanola.

Golfers are taking to the pueblos' greens. Isleta Pueblo is successfully promoting its new 27-hole golf course, as has Santa Ana with its golf course. Both pueblos are close enough to Albuquerque to lure business travelers to the Duke City.

But Native Americans realize the importance of a diverse economy. Santa Ana boasts Warrior Apparel Corporation, which manufactures denim jackets, sweatshirts, T-shirts and caps. The company specializes in the reproduction of Native American art, and bold images of bison, eagles, moons and motorcycles are found on its clothing.

The pueblo is also home to Santa Ana Agricultural Enterprises, which consists of a farm, blue corn mill, native plants nursery and retail garden center. Santa Ana also has the Prairie Star Restaurant, which is considered by many to be one of the finer restaurants in the area.

Acoma Pueblo has completed plans for an ambitious commercial center off of I-40 and is working with the New Mexico Highway and Transportation Department to make interchange improvements so that commuters and tourists will have better access to the planned hotel, gas station, convenience store and other businesses.

Laguna Pueblo has turned to a combination of technological manufacturing, manpower and shrewd business deals to ensure the tribe's prosperity. In 1984, Laguna Industries was born through a $10 million contract with the Department of the Army Communications and Electronic Command. The company has been in the technology manufacturing business ever since, creating products that ranged from technical maintenance manuals to charts and maps, while remaining a tribally-owned and operated business of over 400 employees.

Due to recent cuts in the federal defense budget, Laguna is planning to expand into the private sector through photovoltaic (solar panel) module manufacture. Vice president for marketing and business development Ron Solimon is not the least bit sad about this latest development.

"This kind of manufacturing could allow us to expand into international markets, such as production for fire departments in Greece and the military in the Middle East," he said.

The company is conducting feasibility studies "to pinpoint the market potential by determining the photovoltaic needs of several companies." Solimon won't have to travel far to deal with one of those companies, Public Service Company of New Mexico. "I don't see why they wouldn't be interested in this sort of power, considering our natural resources. PNM could certainly use solar energy to augment the electricity they produce from their coal burning facilities. I'm sure that photovoltaic technology could play an integral part in the potential development in the Rio Puerco Valley and much of the development northeast of Albuquerque."

San Juan Pueblo's Tsay Corporation, which was founded in the early 1990s, has become another large, prominent company with approximately 300 employees. Among Tsay's various operations are a lake-side recreation area, an RV park, a travel center, a cabinetry and woodworking shop and a construction company. The construction company is busy erecting the 124,000 square-foot Ohkay Casino-Resort, which is scheduled to open its doors in July. Called "a stay and play destination," the complex will include a 100-room hotel. When the resort opens, it will need employees. "An off-the-cuff guess is employment will double," said Sam Cata, Tsay's vice president.