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Visit Las Cruces previews Mesilla Valley Balloon Rally Jan. 16–18; event funded by lodgers tax
Summary
Visit Las Cruces staff briefed the council about the Mesilla Valley Balloon Rally (Jan. 16–18), noting the event is funded entirely by Lodger's Tax, includes RC‑controlled balloons and full‑size ascensions, will feature a Zozobra balloon, and aims to boost tourism without using general‑fund dollars.
Rochelle Miller Hernandez of Visit Las Cruces presented the city council with details about the upcoming Mesilla Valley Balloon Rally, scheduled for Jan. 16–18. Hernandez said the event is funded 100% by the Lodger's Tax and is not paid from the city’s general fund. The rally will include a radio‑controlled (RC) balloon glow on Friday evening downtown, full‑size balloon ascensions at Field of Dreams on Saturday and Sunday dawns (first ascent about 7 a.m.), vendor rows, a Saturday evening balloon glow with gates opening at 5 p.m., and an early media day on Friday, Jan. 16 at 6 a.m. Hernandez noted that prior balloon programming generated significant publicity and cited last year’s PR value and reach figures in her remarks.
Hernandez described the Visit Las Cruces balloon’s artwork (local cultural motifs) and highlighted the arrival of the Zozobra balloon as a special draw; she thanked organizers and named Visit Las Cruces staff who helped bring the event together. The mayor and city manager both encouraged residents to attend, and the city manager echoed the presentation later when summarizing agenda items.
What to know: the event is free to attend; organizers said it will be staffed by vendors and Visit Las Cruces for promotion and economic impact. City staff emphasized Lodger’s Tax as the funding source and that the event supports tourism promotion rather than general‑fund services.
Representative quote:
"This was funded 100% by Lodger's tax. It has not come out of our general fund, and it is to promote our city, to generate tourism," said Rochelle Miller Hernandez.
