Tourism Strategic Plan
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The Tourism Implementation Task Force has been meeting regularly since May 2018. Updates are provided below. Task Force meetings are open to the public. For questions or meeting time, date & location, please contact Linda Matteson, Assistant to the County Manager and Staff Liaison to the Task Force, at (505) 662-8086 or send Linda an email. The Task Force typically meets the first Wednesday of each month at Noon in Room 330 of the Municipal Building.

Update as of September 2020:
The County Council recently reauthorized the Tourism Implementation Task Force and renewed its charter through April 2022.  The updated charter added a representative from the Transportation Advisory Board to the Task Force.  In other recent action, Council reappointed several members and appointed three new members to the Task Force.  All the terms are until September 7, 2022.  The members of the Task Force are as follows:

Consetta Goettee

David Jolly

Lauren McDaniel

Zadora Morin

Clay Moseley

Micheline Devaurs

Greg White

Historic Preservation—Jonathon Creel

Lodgers’ Tax—Katie Bruell

Parks and Recreation—Robbie Harris

Transportation—Dave Schiferl

Previous Work in 2019:
The Task Force developed priorities for the FY20 fiscal year and provided input to Council in the form of a letter.  This letter was delivered to Council during the FY20 Budget Hearings.  As part of the adopted FY20 budget (which began July 1, 2019) Council approved several of the requested items.  See the chart below that shows the results of all of the Task Force recommendations. 





Approximate Cost

Actions for FY2020

OT/ Recur.


Tourism Director

New FTE in County Manager's office to lead Tourism efforts

$100,000 - $150000 (estimate)

June Work Session discussion



Wayfinding Implementation Phase 1a

Total Wayfinding implementation (133 signs is $550,000 but it could be phased over 2-3 years; Phase 1a (58 signs) includes pedestrian directional signs, parking lot identification signs and a portion of the vehicular directional signs.

$ 225,000

Approved in ED Fund



Wayfinding Implementation Phase 1b

Phase 1b (21 signs) includes a portion of the vehicular directional signs and vehicular trailblazer signs.

$ 105,000

No Action (future year)



Wayfinding Implementation Phase 2

Phase2 (25 signs) includes the rest of the vehicular directional signs.

$ 189,200

No Action (future year)



Wayfinding Implementation Phase 3

Phase 3 (14 signs) includes Park Identification signs and kiosks.

$ 135,700

No Action (future year)



Updated displays in Visitor Centers

A recommendation from the Tourism Strategic Plan to modernize WRVC displays to be more interactive and experiential.

$ 50,000

Approved in Lodgers' Tax fund



New website

A recommendation from the Tourism Strategic Plan to redesign visitor website at a domain name that the County owns.

$ 30,000

Approved in Lodgers' Tax fund



Cost to keep Fuller Lodge open on weekends

Quote of what it would cost in Custodial staff time to ensure that Fuller Lodge is open every weekend regardless if there is an event scheduled at the Lodge

$ 16,000

Approved in PW budget



Visitor intercept interview survey instrument and methodology

Recommendation from Tourism Strategic Plan to engage professional to create and conduct visitor intercept interview survey at local attractions to measure performance and help calibrate marketing efforts and visitor services

$ 50,000

No Action; should be part of discussion at Work Session



Additional tourism marketing funds

Higher participation in NM Tourism Department Coop Marketing program

$ 13,300

Approved in Lodgers' Tax Fund



Direct bus from WRVC to LA on weekends

Per ACT manager, cost for bus to travel between WRVC and LA every hour on the weekends during Bandelier Shuttle season.

$ 250,000

Approved in PW budget



Funding and staffing to address trail maintenance and improvements

In CSD options: money to improve trail signage, paths and kiosks; addition of one FTE Parks Maintenance Construction Specialist III to build and maintain trails.

$ 114,802

Approved in CSD budget



Funded in FY20


Future year


Related documents:

The Tourism Strategic Plan can be reviewed here

The Task Force charter can be found here.

History on Membership & Charter:
As part of Council’s action on February 27, 2018 to accept the Tourism Strategic Plan, the Tourism Implementation Task Force (or “Task Force”) was formed. The Task Force charter was approved in April 2018 and the members were selected and appointed in May 2018. This task force was modeled after the White Rock Master Plan Implementation committee to provide guidance and expertise to the Council and County staff on tourism implementation issues.

For additional questions about the work of the Task Force, contact the Staff Liaison and Assistant to the County Manager Linda Matteson.