Sierra County and truth or consequences

New Mexico Business Journal, July, 1995 by Wayne Harroun

Sierra County is depending on more diversity in its modestly but steadily expanding economy and population base. From the high-tech possibilities of the proposed Spaceport at White Sands Missile Range - which may be located near the Sierra County-Dona Ana County line - to vineyard and winery operations, farm and ranches and mines, and the recreational opportunities of Elephant Butte Lake and nearby Gila National Forest, the county offers a variety of opportunities for business and play.

An insurgence of retirees and city dwellers seeking the tranquillity of county living the Southwest, tourists, and those following the more traditional occupations in the county are building the county's population base, which has increased from about 7,200 in 1970 to an estimated 10,000 in 1994.

Connie Siffring, executive director of the Truth or Consequences-Sierra County Chamber of Commerce, sees the opening of new retail businesses, like Newberry's and Buffalo Bill's Cactus Ranch, a green house and purveyor of desert succulents to the retail market, as positive signs that T or C and Sierra County are on the move upward.

"We're going to keep progressing," she said.

Land-based industries of tourism, agriculture, mining and ranching dominate the Sierra County economic base, representing about 65 percent of total gross receipts in 1993, according to a study compiled by Western New Mexico University in Silver City.

A Return to the Small Town?

Tony Chance, who is county manager and still contributes to his former job as director of the Sierra County Economic Development Organization, believes the area benefits from a nontraditional business base that might contribute to the invasion of the West by business usually based in metropolitan areas.

"New technology lets you operate anywhere. Nowadays, with satellite and downlink connections, folks can put their businesses just about anywhere. And people want to return to small towns, they're tired of being hassled by high taxes and crime in big cities. People want to return to their roots."

Chance says there is a change in philosophy throughout the nation. "Sierra County has always been here. Now, there is a recognition by other people who want to get the hell out the big cities and come here," he said.

"People are looking for a home town from which to operate - a place that will give them the assets of home towns they are familiar with. People are finding ways and means to make a living and have a decent quality of life.

"Here, people at the bank and the businesses call everybody by their first names. Things like that just reduce the hassle people in cities have to put up with."

Sierra County has three major facets contributing to future economic growth. Elephant Butte and Caballo Lakes create a tremendous amount of visitation. They develop a good deal of economic activity, and their impact is growing. The New Mexico State Park System is adding new facilities, a little north of the developed area.

Trade with Mexico is on the down side, but the intermodal international trade facility at the Santa Teresa Border crossing in New Mexico could be a key in future dealings with Mexico, and could benefit Sierra County. The route from Santa Teresa to Santa Fe goes through Sierra County.

Interstate 25 gives T or C and the county access to the world. I-25 is the Pan American highway and runs from Canada to Mexico.

"The highway will continue to add economic impetus to our county. If the Mexican economy can get together, it will be great," Chance said.

More and YoUnger Retirees

"Then you can add the retirement community, which is growing. People are retiring when they are younger. More and more people are coming to Sierra County and stay three months of the year. Then they say, 'Well, we'll just move here."

Growth in the arc is just not because of retirees, Siffring says. "Our school enrollment is increasing. We're not getting older, we're getting better."

Siffring also said the lake area is expanding, pointing toward a service center dedicated to marine training for state employees named for Richard C. Cooper, the late director of state parks. State parks, including Caballo, Elephant Butte and Percha, hosted 2.5 million visitors, and the Black Range District of the Gila National Park tolled 37,000 visitors.

Tourism-generated revenue and employment in Sierra County virtually doubled between 1989 and 1992. The New Mexico State Department of Tourism and the United State Travel Data Center report tourism expenditures amounted to more than $7 million in 1989, and was estimated at more than $15 million in 1992.

Employment and tax collections followed the same pattern. The totals arc still growing, according to Sierra County officials.

Sierra County hosts some major annual events for locals and tourists, attended by thousands. The Spring Fiesta, Hillsboro Apple Festival, and Geronimo day attracted more than 30,000, according to estimates. The county seat celebrates the change of its name, Hot Springs to Truth or Consequences, the result of connecting with a popular game show of the 1940 and 1950s. The show's original host, Ralph Edwards, still makes a pilgrimage to T or C every year.