[{"_1":2,"_111":-5,"_112":-5},"loaderData",{"_3":4,"_26":27},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5,"_25":10},"user",{"_7":8,"_9":10,"_11":10,"_12":-5,"_13":-5,"_14":15,"_16":-5},"roles",[],"isAuthenticated",false,"isPremium","planName","subscriptionStatus","featureFlags",{},"insightsBudget","isDevelopmentHost","userPreferences",{},"recaptchaSiteKey","6LcvOJcUAAAAAHsB-gPGfGktcRlKpH7OTIU_dMTD","isImpersonating","impersonation","affiliateStatus","isFreedomPortal","routes/v2/article/layout",{"_28":29,"_30":31},"notFound",true,"relatedArticles",[32,75,87,99],{"_33":34,"_35":36,"_37":38,"_39":40,"_41":42,"_43":44,"_45":46,"_47":48,"_49":50,"_51":52,"_53":54,"_55":56,"_57":58,"_59":60,"_61":62,"_63":64,"_65":66,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},"mediaId",6139183,"mediaKeyId","5581388-3337d27e313357b5c666a542b9e47f47","parentId",5581388,"title","Mavita reports job and investment metrics; councilors press for evidence of returns and clearer incentives","audioSeconds",944,"startMs",2896000,"endMs",3840000,"viewUrl","/Search/View?dp=1&key=5581388-3337d27e313357b5c666a542b9e47f47&start=2896&end=3840","thumbnailUrl","https://assets.pipeline.soar.com/5581388-3337d27e313357b5c666a542b9e47f47/thumbnail_2896000.jpg","articleUrl","/articles/6139183/Las-Cruces/Doña-Ana-County/New-Mexico/Mavita-reports-job-and-investment-metrics-councilors-press-for-evidence-of-returns-and-clearer-incentives","mediaUrl","https://secure.pipeline.soar.com/6139183-3231f0acf57619bd8dc5c16903149b80/orig.mp4?Expires=1775179214&Signature=RY~jblRu3z4Vk9Y~Dg3VCsjXNqiFHTrNDAR14Surha0cKUd5THo3~EEDJM3HmpiOlYCCt9l8lVMx0TYXdN3fetT0EOdLUoBwnRsCkTX0eZ6MHTd49DEar62VtVnC9JLH5lPQOklKcGhGJqK-gsNjNJ5XGvVEIoacBAJyIyR9TZNnTzFlH8R9p4Lib1E9rKgFuPjdSSczluVUW6ee~JpKMMTygdN25~HSQKEmPrS~MGaMOGc5o3SlTE09tOekXDqycg977rzkSY2kyoGCwD1i5238Bcns6m0BXF5~5H3pbL6gGo4hnSg5jBALBTdPkpCM6sPl~9FqCu5yMHlg9NjwzQ__&Key-Pair-Id=KUT5TJCACFTXG","author","Las Cruces, NM","date","2025-08-12T09:18:26Z","article","Dovin Lopez, president of the Mesilla Valley Economic Development Alliance (Mavita), presented the organization’s annual update to the City Council and described recruitment, retention and workforce programs, then answered extended council questions about performance and incentives.
Lopez summarized Mavita’s mission: “Our goal is to bring economic based jobs to the region, improving the health and wealth of residents around Dona Ana County and Las Cruces,” and listed marketing campaigns, business consultations and strategic initiatives including a locally managed closing fund and the Automate Up workforce program.
Why this matters: Mavita is the city’s contracted economic-development partner; the organization’s ability to attract projects, jobs and capital investment affects municipal tax revenue, workforce opportunities and the city’s use of incentives.
Lopez reported that under the city contract the organization met several targets (qualified prospects, site visits and completed projects) and cited 10‑year averages of about 315 jobs and $20 million in capital investment per year, saying the long-term results represent a substantial return on the city’s investment. He described the private closing fund established with El Paso Electric merger proceeds (committed to date: $790,000 to projects and $300,000 currently identified in the queue) as a tool to help smaller projects and developers close deals the state incentive programs do not cover.
Lopez described the Automate Up program — a workforce certificates initiative — and said the city’s ARPA funding, state grants and philanthropic grants have supplied training costs. He said 116 certifications in Las Cruces were committed through the program at the time of the presentation.
Councilors pressed on measurement and value. Councilor Flores said he was concerned about measurable returns and asked, “It doesn't seem to be a very profitable investment for the city of Las Cruces.” Lopez responded with the organization’s 10‑year impact figures and said Mavita provides a return on the city’s investment as measured by an external impact model; he also said private-sector fundraising and grants make up about half the organization’s budget and the remainder comes from public sources.
Councilor Matisse, Councilor Pro Tem and others asked for clarification on what counts in the city-only contract metrics versus countywide activity; Lopez said the presentation numbers for recruitment and consultations were for the city contract specifically. Questions also focused on developer engagement and site readiness: Lopez described option-to-purchase agreements, pre-permitting and developer marketing intended to lower the risk of speculative vertical construction and noted three developers engaged with the Las Cruces Innovation and Industrial Park, including Crawford Hoisting (cold storage project) and other out‑of‑state developers in discussion.
Lopez identified state programs and recent legislation as context for site-readiness funding and incentives; he cited a state fund referred to in his presentation as “S. P. 169” (approved this past year) and HB 19, the Tradeport Development Act, and said those programs — together with site‑certification initiatives and local partnerships — could increase readiness for larger projects.
Several councilors raised two recurrent themes: (1) local capacity to support very large projects compared with larger metros; and (2) the balance between offering incentives and ensuring projects are sustainable and aligned with local priorities. Eric Montgomery, Mavita board chair, briefed the council on the organization’s 30‑year history of local partnerships and reiterated the board’s commitment to strategy, sustainability and education.
The presentation was followed by extended council Q&A but no formal action. Councilors requested additional documentation and follow-up briefings on Mavita metrics, incentive funds and project pipelines.
Ending: Lopez and board leadership invited further dialogue with council and city staff on incentive design, ARPA use for workforce training and site-readiness strategies; no vote was taken on the update at the meeting.","mediaType","Video","parentTitle","Las Cruces Council Work Session - August 11th, 2025","oneSentenceSummary","Dovin Lopez, president of the Mesilla Valley Economic Development Alliance, told the City Council the group’s mission is to recruit and retain employers and train workers, and summarized results and new initiatives including a private closing fund and the Automate Up training program.","taxTitle","Las Cruces, Doña Ana County, New Mexico","taxId",2725,"location","headline","","shortSummary",{"_33":76,"_35":36,"_37":38,"_39":77,"_41":78,"_43":79,"_45":80,"_47":81,"_49":82,"_51":83,"_53":84,"_55":56,"_57":58,"_59":85,"_61":62,"_63":64,"_65":86,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6139188,"Film Las Cruces reports $10 million local spend, growth in worker days and locations",203,2163000,2366000,"/Search/View?dp=1&key=5581388-3337d27e313357b5c666a542b9e47f47&start=2163&end=2366","https://assets.pipeline.soar.com/5581388-3337d27e313357b5c666a542b9e47f47/thumbnail_2163000.jpg","/articles/6139188/Las-Cruces/Doña-Ana-County/New-Mexico/Film-Las-Cruces-reports-10-million-local-spend-growth-in-worker-days-and-locations","https://secure.pipeline.soar.com/6139188-e1f1f47cc4149bea03b1b7911675023c/orig.mp4?Expires=1775179214&Signature=ILC1J3-Ouc-bUa7J4RSb3wFrNY5pjFKk1W1zggZOCBzKcPU6I8HJFPHpVMZeoVoBfMUOIYCwgBv6xfAGIijU4fSEt1hQhm8MW8AlecQIR4zBOdwS30wOFyYSCFvZr0~gZALSLWhNCdZ02ftO~qVDgAs9a8p~24b4E6x8eo7zc4v0Gb-mM8IIFGNn3t-GEB6t~XZJoICpqpWnUmUC9rNLbVdIOeQ2q9xY726cQ1LpJf4FxP7zj842Ie6coPPberGZDKUEQonoG0~SKaqU4ALbwDFesVkMhbbPwXm84gwz3e7bjjf7ICNBiiOrZ0U8fI1FV0Yn1ckH5TmvAI~4L6dFaQ__&Key-Pair-Id=KUT5TJCACFTXG","Andrew Hara, film liaison for Film Las Cruces, told the City Council that last year the local film office recorded roughly $10,000,000 in local production spending, 3,655 worker days and 114 production days, and that the office now supports a growing crew and location inventory.
At the council work session, Hara summarized metrics the film office tracks and said the office exceeded several internal baselines: “Our baseline is a thousand days and this last year we got 3,655,” he said, referencing worker days. He added the office recorded a web traffic of roughly 82,000 page views and social-media reach of about 179,000.
Nut graf: Film production can inject short-term spending into hotels, crew hiring and local vendors; Film Las Cruces reported a large increase in local spend and said a steady stream of productions this year has maintained momentum for location scouts, permits and crew hires.
Hara outlined production metrics the office monitors: production permits (38 last year vs. a baseline of 15), production days (114 vs. a baseline of 140), location packages (55), location scouts (47), crew and vendor referrals (68 and 66 respectively) and a hotel-night count of 3,524. Hara said the office’s crew database has 813 registered crew members against a target of 280 and a location inventory of 1,060 against a 650 target.
Hara described the film-permit role: permits are required for productions that disrupt public space or use city property; the office works closely with Las Cruces Police and Fire departments to accommodate short-notice scouts and shoots. He thanked city departments for assisting with traffic control and public‑safety coordination.
The film office also cited workforce and training activity: internships with Dona Ana Community College and New Mexico State University, screenwriting workshops, wrap showcases and a growing list of film-friendly businesses. Hara said filmmaking-related activity has not stopped since January and that productions have come from domestic and international partners.
Councilors thanked the film office; no action was taken. Hara said Film Las Cruces will continue to support industry outreach, training and location promotion.
Ending: The film liaison encouraged continued interdepartmental coordination for permits and thanked city public safety and economic development staff for assistance.","Film Las Cruces said local film production spend topped $10 million last year, worker days exceeded the baseline with 3,655 days, and the office grew its crew database and location inventory while reporting robust permit and scout activity.",{"_33":88,"_35":36,"_37":38,"_39":89,"_41":90,"_43":91,"_45":92,"_47":93,"_49":94,"_51":95,"_53":96,"_55":56,"_57":58,"_59":97,"_61":62,"_63":64,"_65":98,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6139193,"Farmers and Craft Market reports $83,000 in nutrition-program redemptions, broad vendor participation",120,1602000,1722000,"/Search/View?dp=1&key=5581388-3337d27e313357b5c666a542b9e47f47&start=1602&end=1722","https://assets.pipeline.soar.com/5581388-3337d27e313357b5c666a542b9e47f47/thumbnail_1602000.jpg","/articles/6139193/Las-Cruces/Doña-Ana-County/New-Mexico/Farmers-and-Craft-Market-reports-83000-in-nutrition-program-redemptions-broad-vendor-participation","https://secure.pipeline.soar.com/6139193-b9f1acd24ce9f3d42039e74513676ea1/orig.mp4?Expires=1775179214&Signature=brHgT65QfSx~I5jNBkj~bgG7hoppCvWyRKBQvvraWVGhkSAHAs3GEm5oNl5D3vtUkBcaA9PJ4k5oAlWlAeYGJHLGuXzryzQrVgpQ~Rnm9yEhPDu6tCMVwRJ0BXuWVz52ZTs9XM8et2k3i6nNieCEXsMZJEEXoPqe2xg7YLggFoPtDVauyHHj2acA2PfvlAsuZ9qcq~IR0L2ufsX~A52iN3Ykaj9005gZqJPVuw4sUE5godaskKKNv1~hNYOHLCZzAbdgE0KvECDRPjF6gMZm1sDOf-gcHY1Ux~UaOI9Xk4fmn6b6H~XkF2fFQ1~aDtqYE5mumT2561fduvsQwgNusQ__&Key-Pair-Id=KUT5TJCACFTXG","Karen Bradshaw, manager of the Farmers and Craft Market of Las Cruces, told the City Council that the market continues to support SNAP, Double Up Food Bucks, WIC and senior programs, and that the site remains a major weekly draw for vendors and visitors.
Bradshaw said, “we took in 43,000 in SNAP, and we did 40,000 in the double up program,” and described the market’s vendor makeup: 151 permanent members, 126 temporary vendors, 68 musicians and a wide mix of farmers, artisans and prepared-food vendors.
Nut graf: The market’s publicly reported redemption totals and vendor counts show both its role as a food-access conduit for low-income residents and as a major event that drives downtown foot traffic; Bradshaw also described awards and media partnerships that raise the market’s profile.
Bradshaw listed support programs and partnerships including SNAP/Double Up Food Bucks, WIC, the senior program, the USDA “Taste the Tradition” recognition, and acceptance by the New Mexico Department of Tourism. She described media relationships — Adams Radio remotes, KTAL and KRWG broadcasts — and said the market was named best attraction and best local event in local awards.
Bradshaw said the market supports roughly 32 direct farm vendors and 194 arts-and-craft vendors (permanent plus temporary) and highlighted special events — a pet costume contest and an Easter egg distribution joint event that distributed about 12,000 eggs in collaboration with Keep Las Cruces Beautiful.
The presentation was informational. Council members thanked staff for the market’s role as a “stepping stone for small businesses” and for bringing people downtown on Saturdays. No formal action was taken on the market update.
Ending: Bradshaw encouraged residents to vote in national contests and attend upcoming market events; the council did not vote on any market-specific measures during the session.","The Farmers and Craft Market manager told the council the market processed $43,000 in SNAP redemptions and $40,000 through the Double Up Food Bucks program last year, operates more than 150 permanent vendors and partners with state nutrition and tourism programs.",{"_33":100,"_35":36,"_37":38,"_39":101,"_41":102,"_43":103,"_45":104,"_47":105,"_49":106,"_51":107,"_53":108,"_55":56,"_57":58,"_59":109,"_61":62,"_63":64,"_65":110,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6139198,"Main Street Las Cruces outlines capital-outlay push, branding change and business support",603,361000,964000,"/Search/View?dp=1&key=5581388-3337d27e313357b5c666a542b9e47f47&start=361&end=964","https://assets.pipeline.soar.com/5581388-3337d27e313357b5c666a542b9e47f47/thumbnail_361000.jpg","/articles/6139198/Las-Cruces/Doña-Ana-County/New-Mexico/Main-Street-Las-Cruces-outlines-capital-outlay-push-branding-change-and-business-support","https://secure.pipeline.soar.com/6139198-9c075251dbf7af617238f38cca767bb4/orig.mp4?Expires=1775179214&Signature=LAkaV1H8lRJBUAebUneZVwYoKLPbvRXPFwE9Se3eHsrDqczVMGpCTAh9rJMvLGEiRJ6Xwy6E6zkTkvRW7wu4z7jSRT6raip9A4IMc~S~Hx4kMBg9wWz7qCYG8UNB1lNMepAVRjcb09-Y-h3gtJiXQjqAmID5bfamwRabjMpvtH1tQ0lu2dEl8xCw5EklED75gG3KFM8FjeGPHDw7TIN5iXgAajQDTm4~IldxkW2QktoDTfq7AfxkZGJSLw7uzOVc14R8AAn5wAcfK3DMeZChYAsDZveynkUv~cRVvKlKrHo-ZB8C0eWMajH2sXP9-8xTEyjM6p2IT2cVpMbqjD42Pg__&Key-Pair-Id=KUT5TJCACFTXG","Jeffrey Stewart, executive with the Downtown Las Cruces Partnership, told the City Council on the organization’s annual update that the nonprofit has focused on capital projects, business technical assistance and event promotion downtown while preparing to rebrand to Main Street Las Cruces.
The presentation, given during the council work session, outlined recent downtown projects and metrics and described strategies the organization says will attract state capital-outlay funding and increase earned revenue. Stewart said, “for every $1 spent on our organization, we bring back $4 in capital outlay dollars to benefit our community in the form of public infrastructure.”
Why this matters: Downtown investment affects storefronts, restaurants and civic life in a district the presentation said regularly draws thousands of workers and visitors. Stewart and staff framed their actions — promotional videos, a business inventory and matching grants — as ways to keep businesses open, attract new tenants and revive uses lost when anchor businesses leave.
Stewart said the partnership’s district includes the Tax Increment District, the Arts and Cultural District and parts of the historic Mesquite District. He highlighted several downtown activities and results: a seven-block farmers market with rotating vendors, nationally recognized events including the chili drop and Zombie Walk, and a promotional program that grew video viewers from roughly 1,600 to nearly 9,000 per piece over several years.
He said the organization has brought close to $2.9 million in capital-outlay funding since 2019 and described the state capital-outlay process as cyclical: awards rotate among the state’s 32 Main Street programs and preference goes to projects that are shovel-ready. Stewart urged more coordination with stakeholders to prepare projects that match the downtown master plan.
On business support, Stewart described technical assistance provided through the New Mexico Economic Development Department: “technical assistance means that we get specialists at the state level … to essentially give us their expertise free of charge to the businesses,” he said, citing marketing, storefront design and operations support as examples. He said the Partnership maintains a quarterly-updated business inventory that includes vacant storefronts and potential sites for placemaking.
Stewart also announced a brand change: Downtown Las Cruces Partnership will operate under the name Main Street Las Cruces to align more closely with the national Main Street network and strengthen recognition and funding connections.
Council questions focused on data collection and vacancy marketing. Councilor Matisse asked whether the Partnership surveys businesses that leave and those that open; Stewart said the group calls businesses that depart but does not yet have a standardized exit or entry survey. Stewart said the Partnership maintains an inventory of vacant buildings and updates it quarterly to assist marketing and TID coordination.
The presentation emphasized that the nonprofit intends to increase event sponsorship to raise unrestricted revenue and reduce reliance on city contract funding. Stewart said the group has piloted paid sponsorship and engineering partnerships, and is automating reporting to show measurable results to stakeholders.
Looking ahead, Stewart listed priorities including maintaining and finishing gateway monument lighting, continuing event promotion, preparing shovel-ready capital projects, and expanding the Partnership’s sponsorship base.
The presentation was informational; no formal city action or vote was taken on the update.","Downtown Las Cruces Partnership — rebranding to Main Street Las Cruces — told the City Council it has brought nearly $2.9 million in capital outlay since 2019, emphasized event-driven promotion and technical assistance for businesses, and said it seeks to grow sponsorship revenue to reduce dependence on city contract funding.","actionData","errors"]

Article not found

Mavita reports job and investment metrics; councilors press for evidence of returns and clearer incentives

Film Las Cruces reports $10 million local spend, growth in worker days and locations

Farmers and Craft Market reports $83,000 in nutrition-program redemptions, broad vendor participation

Main Street Las Cruces outlines capital-outlay push, branding change and business support