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KRQE NEWS 13 - Breaking News, Albuquerque News, New Mexico News, Weather, and Videos

New Mexico’s tourism secretary will now lead Aging and Long-Term Services Department

by: Curtis Segarra

Posted: Aug 8, 2023 / 03:42 PM MDT

Updated: Aug 8, 2023 / 03:42 PM MDT

SANTA FE, N.M.  (KRQE) – The state agency tasked with ensuring elderly New Mexicans lead healthy lives now has a new leader. Governor Michelle Lujan Grisham has appointed Jen Paul Schroer as the new secretary of the Aging and Long-Term Services Department .

Schroer is the current Tourism Department secretary. Lancing Adams, the current Development Director, will take over as the acting Tourism Secretary, according to the governor’s office.

“I am honored to champion the needs of New Mexico seniors as the new Cabinet Secretary of Aging and Long-term Services. Every New Mexican, at every age, deserves access to quality healthcare,” Schroer said in a press release. “I see great opportunity in improving how the state assists older adults and their caregivers in maintaining independence, living safely and autonomously. I appreciate the governor’s confidence as I take a disciplined approach to reaching the department’s true potential.”

Schroer serves several other roles as well. She’s part of the Children, Youth and Families Department Transformation leadership team, which is looking at technological solutions to foster care issues, according to the governor’s office. The previous secretary of the Aging and Long-Term Services Department, Katrina Hotrum-Lopez, retired last month.

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New Mexico Tourism Secretary Jen Schroer to take over Aging and Long-Term Services Department

Dan McKay

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  • Aug 8, 2023
  • Aug 8, 2023 Updated Aug 10, 2023

SANTA FE — New Mexico’s tourism secretary, Jen Paul Schroer, is moving over to lead the state’s Aging and Long-Term Services Department in a reshuffling of the governor’s Cabinet.

Schroer is an original member of Gov. Michelle Lujan Grisham’s administration, which began in 2019.

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Dan McKay is based at the state Capitol and covers politics and policy for the Albuquerque Journal. Follow him on Twitter at @mckaydan or reach him via email at [email protected] .

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How New Mexico's tourism economy is rebuilding from 'the offseason that just kept going'

For Santa Fe tour operator Monique Schoustra, the past year was "the offseason that just kept going and going and going." 

The final credit card transaction she ran in 2020 for Great Southwest Adventures, the business she co-founded in 1998, was on March 10 — the day before New Mexico announced its first three cases of COVID-19 disease and declared a public health emergency . 

The SARS-CoV-2 pandemic stymied her business at the beginning of its crucial season bringing tour buses to sites around northern New Mexico: the Bandelier National Monument, Chama River Valley, Pecos and Chaco national parks and Taos, among other locations. 

"We were hopeful, like everyone was, that this was just going to be a few months … a temporary blip," she recalled.

Instead, the pandemic became an open-ended emergency. Schoustra counted herself lucky that her business had little overhead. She called her insurer to reduce coverage and went into hibernation mode. The phone seldom rang.

"It's not like we had to say no to anybody," she said. 

New Mexico clamped down early and hard on social gatherings in an effort to slow community spread of the highly contagious and dangerous illness, ordering nonessential businesses to close or operate remotely for a time and instituting a mask mandate, quarantine requirements for out-of-state visitors and tight controls on occupancy at retail stores, places of worship, hotels and food and drink establishments. 

On the emergency's anniversary this year, New Mexico Human Services Secretary Dr. David Scrase said that without the state's early effort to limit gatherings and implement testing and contact tracing, data modeling projected there would have been 1.8 million infections, six times the number of hospitalizations and more than 15,000 lives lost. 

COVID-19 creates $4.3 billion loss for New Mexico

New Mexico Tourism Secretary Jen Paul Schroer, who was appointed by Gov. Michelle Lujan Grisham in 2018 and confirmed by the state Senate in February 2019, is seen in an undated file photo.

The impacts of the pandemic crossed every sector of the economy, and the state's top two industries in particular: Oil and gas, which was already seeing a correction after a recent boom, and tourism.

"It just brought our entire industry to a screeching halt," New Mexico Tourism Secretary Jen Paul Schroer said, after the state entered 2020 with a nine-year growth trend and an "incredible" 2019. 

Since branding the state with the "New Mexico True" slogan and logo, visitor spending increased 34 percent from 2011 to 2019. 

Just before COVID-19 arrived in New Mexico, a  state-commissioned study  of the state's outdoors-related industry by research firm Headwaters Economics reported 10.1 percent growth in direct tourism employment between 2011 and 2020, with a projected total of 93,617 jobs — 8.3 percent statewide — through direct, indirect or "induced employment" (referring to jobs created as a result of economic activity sparked by tourism).

Fighting back after COVID: New Mexico freshens up ‘True’ campaign to reignite tourism

And that report focused on New Mexico's outdoors. Within the state, canceled conferences, trade shows, festivals and regional athletic events choked off bookings at convention centers and hotels in Albuquerque, Las Cruces, Santa Fe, Roswell and other cities. 

The Tourism Department has projected the pandemic's impact on the industry, including unemployment claims, lost local tax revenue and economic activity, at $4.3 billion — not counting longer-term losses from business closures and workers moving elsewhere.

'We basically shut our doors'

Approximately 75 miles south of Albuquerque and close to the center of New Mexico sits the Macey Conference Center, an event venue and art gallery with a 600-seat performance venue on the picturesque campus of the New Mexico Institute of Mining and Technology in Socorro.

The central location makes the campus a strategic location for statewide conferences. New Mexico first responders and colleagues nationwide have frequently gathered here for large training events. The Macey is also home to a performing arts series and has hosted musical acts from around the world. 

The pandemic brought all of that to a halt.

"We couldn't have anybody in the building," manager Gloria Gutierrez-Anaya said. "We basically shut our doors." 

She estimated the lost revenue at more than $600,000.

With visitors restricted and revenue halted, the center turned to a local focus, first by lending its parking lot for COVID-19 testing of students, faculty and staff. 

Later, as public health orders allowed, students took the lead in helping the Macey offer live-streamed concerts from the stage — with musicians six feet apart, and 18 feet away from the sound engineer — onto Facebook, YouTube and Twitch. The Macey's website added a virtual "tip jar" for donations to the center and performers.

In the spring, the center incorporated drive-in outdoor concerts for vehicles spaced 18 feet apart, permitting some patrons to sit in lawn chairs. The center also introduced virtual art receptions.

Others are reading: Las Cruces mother, son and daughter all earn college degrees this month

Macey Center turns to local artists and livestreams during pandemic

I still don't think people are going to be comfortable coming to sit in a 600-seat theatre next to a person that they have no idea where they're from or where they've been. ... How do we continue to offer this service and give them some type of entertainment at home?

Even with the easing of quarantine requirements on travelers from outside New Mexico, Gutierrez-Anaya said the center would remain focused for a time on New Mexico-based acts.

"Even though the restrictions are a little bit lenient, we still want to make sure that we don't bring anybody from out of state until we kind of get the go-ahead, and make sure that we have all the state's guidelines followed," she said. 

Like many enterprises that used the pandemic period to retool their facilities and appraise their business model, she said the lull had "given us the opportunity to train and to learn — the cameras, the streaming, the sound, so we can offer this moving forward to conferences down the road."

Downtown resilience: How three Silver City businesses weathered the pandemic

She did not anticipate the "on" switch moving as quickly as the "off" switch did. Even if the state and its visitors approach herd immunity through vaccinations, she said, "I still don't think people are going to be comfortable coming to sit in a 600-seat theatre next to a person that they have no idea where they're from or where they've been. Until they build up their confidence again, how do we continue to offer this service and give them some type of entertainment at home?" 

Some of the region's attractions, on the other hand, are site-specific: The twice-annual opening of the Trinity Site, where the first atomic bomb was detonated in 1945, canceled both of its open house events in 2020 as well as the April 2021 event .

Sandhill cranes face off in a ruffle bow at Bosque del Apache National Wildlife Refuge in New Mexico in 2018. The annual Festival of the Cranes was canceled in 2020 and 2021 due to the COVID-19 pandemic.

The annual Festival of the Cranes in the Bosque del Apache National Wildlife Refuge, another regional event that fills local hotel rooms, has been canceled until 2022 .

Still another regional tourist attraction, the Very Large Array astronomical radio observatory 50 miles west of Socorro, suspended most operations and remains closed to the public . 

'They were looking for someone to blame'

Schroer said the Tourism Department quickly pivoted from building an industry to helping fortify businesses against the pandemic's fallout.

I hope the world has learned that the quicker you deal with a crisis like this, and do it together, that it's more likely to have a better outcome more quickly .

The agency produced webinars to communicate with the industry the knowns and unknowns about the public health orders, safety and technical support. This evolved into helping prepare for reopening as well. 

Tourism was also in the middle of the state's COVID-19 safety certification program for businesses and the "NM Safe Promise" program helping owners implement safety measures and communicate with the public about them, including the state's sometimes-controversial mask mandate. 

Another initiative was to partner with the Small Business Development Council, bringing on tourism professionals to serve as coaches for SBDC's extensive network of business owners to help clarify public health guidance and connect local enterprises toward millions of dollars in federal recovery programs and grants. Schroer credited that partnership with saving 800 jobs during the emergency. 

Schoustra served as a coach at her local SBDC chapter, cold-calling business owners to ask about their needs and match them with resources such as the Payroll Protection Program and other loans or grants. 

"Some people were very angry and they were looking for someone to blame — 'Why is my business shut down, why is the government doing this?'" she recalled. "I could completely empathize, and I could also say there is an international public health crisis going on: Do you really want to open and put yourself and your family at risk?" 

Protesters gather in front of The Game II restaurant in Las Cruces on Monday, July 13, 2020, to protest the restriction of indoor dining at New Mexico restaurants due to the latest COVID-19 health order.

Nonetheless, businesses in the service industry staged occasional  protests opposing restrictions on dine-in services, and several of them challenged New Mexico's public health orders in court last summer, only for the state Supreme Court to uphold them . 

And Schoustra remarked that "not all of the programs that were available worked for everybody."

A lot of smaller businesses, for instance, depend on seasonal independent contractors and workers, and did not have much payroll, which made the Payroll Protection Program less effective for them. 

Unemployment: New Mexico reinstates requirement for jobless to seek work

On the other hand: "The pandemic unemployment insurance, the federal kick-in money, helped a lot of independent operators get through," she said. "That was really a godsend, just to help people be able to pay for their rent and pay for food. The state has been trying really hard to help people."

While the state health department and Gov. Michelle Lujan Grisham took most of the political heat, Schoustra said the Tourism Department was "super proactive" about communicating and helping businesses weather the pandemic, as well as "shifting the conversation to really acknowledge the breadth of tourism-based businesses in New Mexico, that it's not just hotels, it's all these other things that make up the whole."

She said operators in the tour and guiding industries had pulled together as a community to help one another, but said inevitably many businesses across the economy would not make it. 

"We're all kind of holding our breath to see who's going to survive," she said.

Her concern extended to tribal communities that depend on tourism, such as the Taos Pueblo and Pueblo de San Ildefonso.

An appeal to New Mexico lawmakers

This winter, Lujan Grisham included a $25 million special appropriation to help New Mexico's tourism industry rebound its marketing efforts in her 2022 budget recommendation, to "expedite our state’s efforts to diversify our economy and get back on track." 

Schroer sought an additional $45 million to support tourism businesses, bolster the events industry specifically and develop an industry career development program. 

Ultimately, lawmakers approved a special appropriation of $7 million for tourism renewal — a tenth of the $70 million requested, but Schroer was sanguine about the decision. 

State officials unveiled the new “New Mexico True” logo on Tuesday, April 13, 2021.

During the legislative session this winter, she said, "we still weren't quite sure how the vaccine rollout would proceed and how quickly we'd get to herd immunity. I think with that uncertainty (lawmakers) had a very tough job of prioritizing all of the different needs."

The federal American Rescue Plan included funds to assist the tourism industry, but Schoer said the department was still waiting for guidance on how the funds can be spent.  

"We're going to be able to make sure that we're making those marketing dollars work as hard as possible," she said.

In April, Schroer kicked off a post-pandemic marketing campaign with a revamped version of the "New Mexico True" logo. 

Hobbs positions itself for tourism

In the southeastern corner of the state, Lea County benefits from oil production in the Permian Basin that straddles New Mexico and Texas.

Revenue from the industry has allowed the city of Hobbs to make substantial quality-of-life investments for its residents — amounting to more than $200 million, according to Mayor Sam Cobb — without taking on bond debt. 

Cobb said that keeps downward pressure on local taxes and allows the city to keep user fees low. 

Some of those assets have also positioned Hobbs to compete for tourism dollars.

Hobbs mayor, Sam Cobb is pictured in his office at City Hall in Hobbs on Tuesday, April 13, 2021.

The city boasts thousands of hotel rooms, but during the most recent oil and gas boom the majority were occupied for workforce housing. That changed when prices dropped in 2020, with production slowing even before the pandemic knocked it down to drastic lows. 

"Now, with the downturn in oil and gas, it's creating opportunities for us to go leverage those assets … and start really focusing on regional tourism," Cobb said.

Reaction: New Mexico officials say state's handling of COVID-19 saved lives

In fact, Hobbs is founding a convention and visitors bureau to begin crunching the economic numbers and begin marketing the city as a tourist destination and recreational center, not just an oil town, with Lea County's FAA-certified commercial airport welcoming flights daily.

A state-of-the-art athletic complex pulls youth softball and baseball tournaments from across the region and has won praise from the United States Specialty Sports Association.

In 2015, the city opened Rockwind Community Links, a public 27-hole golf course that appeals to non-golfers as well with a restaurant and live music venue. 

A casino and horse-racing track sits almost in walking distance of a county-owned event center with a 5,000-seat event venue and conference rooms, as well as the CORE Center for Recreational Excellence. 

The $60 million recreational center is a 158,000-square-foot facility with play equipment for children, two indoor water parks, gym facilities, four full-size basketball courts, an indoor soccer field and a swimming and diving arena equipped with bleachers for spectators. 

With oil production having ebbed and resuming with "a much more disciplined approach," Cobb said the city would seize on the opportunity to market its amenities and hospitality sector as a recreational magnet competing with Midland–Odessa, Lubbock and Amarillo, Texas as well as New Mexico destinations. 

'People want to feel that they're safe'

At the end of April, Lujan Grisham announced a pathway to reopening New Mexico , retiring most of its public health restrictions on gatherings and business activity by the end of June, or as soon as 60 percent of New Mexico residents are fully vaccinated. 

People are looking for wide-open spaces to enjoy outdoor recreation. They're still looking for wide open spaces, and we can deliver that .

Schroer said New Mexico is well-positioned to welcome visitors from out of state — and their money. 

"(We have) a phenomenal reputation of how we managed the pandemic. … People want to feel that they're safe," she said. "Our reputation … as a safe place, somewhere that took the pandemic very seriously, that operationalized COVID-safe practices within businesses … all test really well with consumers." 

New Mexico's outdoor locations also provide a competitive advantage in a post-COVID environment, she said: "People are looking for wide-open spaces to enjoy outdoor recreation. They're still looking for wide open spaces, and we can deliver that." 

From April: Governor says New Mexico to drop most restrictions within 9 weeks

Schoustra said that since winter, she has been noticing an increase in vehicles with out-of-state license plates at trailheads, around town and on public lands.

"A whole lot of people are choosing just to do their own thing, which is unfortunate for those of us who are tour guides, because we can take you and give you a more enhanced experience," she said. "We've also had some people contact us and say, 'Hey can we caravan with you to the trailhead?' and then they feel safe being outside on the trail." 

One cloud over some outdoor attractions, however, are the effects of climate change, including long-term drought.

Ruben Apodaca drives a jet ski at Elephant Butte Dam State Park in Elephant Butte on Thursday, May 6, 2021.

In Elephant Butte, for instance, where a recreational industry including camping, boating and fishing and a state park have been built around the state's largest reservoir, the federal Bureau of Reclamation has announced the reservoir's water level will need to be drained at least 50 feet, possibly more, to meet its obligations to irrigators as well as to Mexico.

Schroer focused on what is in her department's control: Marketing New Mexico's assets and helping local governments and business owners improve their social media and other internet presentations, claiming their Google business listings and boosting their presence on search results. 

She predicted that New Mexico's "drive market," destinations reached by road rather than aircraft, would bounce back first, activating New Mexico's scenic drives and historic Route 66 attractions. 

"Being able to say that New Mexico is one of the lowest-density population states is a great selling point," Schoustra suggested. "This is one of the easiest places to socially distance." 

'A big question mark'

Since the Sun-News interviewed Schoustra, Great Southwest Adventures has resumed operations, with its guides vaccinated and maintaining some precautions.

As she mulled reopening her business, Schoustra was considering how to conduct van rides safely, providing air flow, requiring masks and limiting the size of parties — at prices that would be viable: "If you have two people rather than eight, that's a big hit financially."

From left, Bureau of Land Management acting state director Steve Wells and U.S. Sen. Martin Heinrich, D-N.M., hike the Achenbach Canyon Trail leading into the Organ Mountains-Desert Peaks National Monument in Las Cruces, N.M. on Wednesday, April 7, 2021.

A large portion of her business has come via conferences or conventions that come to Santa Fe and work tours into the schedule. She wondered how much of that business would come back in 2021, or even 2022.

"It's a big question mark," she said. "I think a lot of companies are going to say they're not going to the expense of these 200-person gatherings." 

And while she prepares for resuming and rebuilding in this new chapter of the SARS-CoV-2 pandemic, Schoustra was also aware of warnings by epidemiologists about future pandemics and thinking about lessons learned this year. 

"I hope the world has learned that the quicker you deal with a crisis like this, and do it together, that it's more likely to have a better outcome more quickly," she said.  

Algernon D'Ammassa can be reached at 575-541-5451,  [email protected]  or @AlgernonWrites on Twitter.

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Jen Paul Schroer fills the vacancy left by Katrina Hotrum-Lopez's sudden retirement at the end of July.

Governor moves Tourism secretary to Aging and Long-Term Services Department

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  • Aug 8, 2023
  • Aug 8, 2023 Updated Aug 9, 2023

Department of Tourism Secretary Jen Paul Schroer, one of Gov. Michelle Lujan Grisham’s original Cabinet appointees, is moving to head the state Aging and Long-Term Services Department.

Lujan Grisham announced the appointment Tuesday in a news release. Schroer fills the vacancy left by Katrina Hotrum-Lopez’s sudden retirement at the end of July.

Lujan Grisham appointed Schroer as the Tourism Department secretary in January 2019 and chose her to lead the state’s pandemic communications response in 2020. Schroer oversaw the Department of Health’s COVID-19 vaccine rollout, coordinated health care providers’ marketing with the state and developed the Health Department’s equity and inclusion strategy, called Better Together.

Schroer also serves on a team charged with transforming the Children, Youth and Families Department and groups working to recruit staff members for the Public Education and Health departments, according to the Governor’s Office.

“She has a long history of service to New Mexico that will inform her decisions leading a new department,” Lujan Grisham said in a news release. “As an emerging health care leader, Secretary Schroer knows how to get things done and finds creative ways to problem solve — attributes that will serve New Mexicans who use the services in the Aging and Long-Term Services Department well.”

Schroer said in the news release she sees “great opportunity in improving how the state assists older adults and their caregivers in maintaining independence, living safely and autonomously.”

The state’s tourism industry continued to thrive under Schroer’s leadership, with tourism jobs growing two times faster than other sectors. Lancing Adams, a development director with the Tourism Department, has been named the acting secretary of that department.

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New Mexico’s Decade-Long Branding Campaign Has Its Magic and Mistakes

Samantha Shankman, Skift

January 18th, 2023 at 2:30 AM EST

Despite the criticism, New Mexico True has become a trusted brand that captures the destination’s nuanced, complicated history and gives the campaign space to grow and evolve with new stories year after year.

Samantha Shankman

New Mexico visitor spend jumped more than 30 percent in the past two years, with the state seeing a significant tourism boom partly because of the New Mexico Tourism Department ’s longstanding tourism campaign, New Mexico True. 

More than a decade after its original release, the state refreshed the campaign in 2021 to rebuild its tourism industry coming out of the pandemic. And while the brand resonates with many tourism stakeholders, including visitors, and locals, there has been pushback from indigenous communities that the campaign encapsulates “colonial ideologies” as well as questions about the darker impact that tourism growth could have on New Mexico. 

Before diving into the creative aspects, let’s break down the numbers: The New Mexico tourism economy entered 2020 with nine years of record-breaking growth with visitor spending jumping 29 percent between 2013 and 2019. After the pandemic-induced drop in 2020, visitor spending the following year surpassed 2019 levels as 39.2 million visitors to the state injected $7.2 billion into the New Mexico economy.

The Evolution of a 12-Year Brand Campaign

The New Mexico True campaign was first launched in 2012 with the aim of showcasing the state as a land of adventure steeped in culture. It became a well-regarded brand that was eventually adopted by regional destinations and tourism companies for marketing purposes. 

New Mexico’s former cabinet secretary of tourism, Monique Jacobson , led New Mexico True’s original development alongside the department’s advertising agency of record, Talweg Creative . Focus groups the state used during the research phase revealed there was little awareness about New Mexico in general. Tourism Department Cabinet Secretary Jen Paul Schroer is still surprised at the kinds of calls that come through the visitor center. 

“It’s unfortunate that people don’t really understand or perceive what New Mexico has to offer,” Schroer said.

When Schroer assumed her current role, she was eager to build on the success of the brand by keeping what worked while looking for improvements. The New Mexico Tourism Department again worked with Talweg and Austin-based public relations and digital media agency Giant Noise on a strategic brand refresh and marketing push. The campaign was put on hold in early 2020 and then released in April 2021.

“We went from a montage creative approach with images of canoeing, skiing, and fishing as our creative to storytelling,” Schroer said. “We had done some longer format video storytelling about the people, culture, and land and received overwhelming engagement, praise, and love for this style. We really leaned into storytelling and attempted to do it in 30 seconds, which is hard to do.”

The department’s research suggested that Los Angeles would be a strong source market for New Mexico following the pandemic, so it launched a $1.9 million ad campaign in the city featuring ads in Los Angeles International Airport’s domestic terminals. That marketing effort helped attract 80,000 trips to the state in 2021, generating $107 million in visitor spending, according to the tourism department.

“We got a great return on investment,” Schroer said. “We took a disciplined approach to really look at consumer behavior coming out of the pandemic, trust that research, and implement a strategy.”

Schroer is looking to further develop the state’s tourism infrastructure with local and tribal governments to ensure tourism can continue to grow responsibly.

“One of the things that we want to be very cognizant of is that not only are we stewards of the New Mexico True brand, but we’re also stewards of the land and the assets here in New Mexico. We want to make sure that we are doing destination management, tourism development, and really looking at sustainability so we can increase our demand without draining our natural resources or communities,” she said.

“We want tourism to be a win-win; not just bring in tax revenue and create wonderful experiences for tourists, but also make sure that it is a wonderful experience for locals as well,” Schroer said.

President Joe Biden appointed Schroer to be on the Route 66 Centennial Commission , which will devise recommendations for celebrating the iconic road’s 100th anniversary in 2026. 

Campaign Pushback and Growing Pains

Despite its success, the New Mexico True brand campaign has also received pushback for allegedly articulating colonial ideologies. Stakeholders and advocacy groups have concerns about using certain language and imagery throughout the campaign — and the state’s overall relationship with tourism. 

“The tourism industry would be nothing without Indigenous people,” said Christina M. Castro, co-founder of Three Sisters Collective , a Santa Fe-based Indigenous women-led grassroots organization that’s devoted to arts, activism, education, and community building. While tourism is the backbone of Santa Fe’s economy, these women didn’t feel they had any realistic, contemporary representation in their community.

“There’s a lot of talk in our communities around the artistic settler colonialism that started in the early 1900s when Georgia O’Keeffe came to New Mexico. Writers, artists, and elites came from the east coast and Europe with the idea that it was an uncharted territory where they could truly be free from the confines of modernism. But there is never any mention of the Indigenous people who already lived here and are from here,” Castro said.

She believes history is repeating itself with people leaving urban areas, thinking they’ve found a fresh horizon, without necessarily being conscious of the fact that this was someone else’s home first.

“People who are from here have to move because they can’t afford to live here with the whole ‘Zoom boom’ and Airbnb,” Castro said. 

A specific 30-second version of the 2021 TV campaign was criticized for using a quote from artist Georgia O’Keeffe. A partial recording of O’Keeffe’s voice melds with a modern voiceover to say, “When I got to New Mexico, that was mine. As soon as I saw it, that was my country. I’d never seen anything like it before, but it fitted to me exactly.”

However, the Georgia O’Keeffe Museum vehemently objected to the use of her quotes in association with New Mexico in the ads.

“The Georgia O’Keeffe Museum does not support the use of Georgia O’Keeffe quotes describing the New Mexico landscape as ‘her country’ or claiming ‘that was mine.’ While these quotes are from the artists, it is now clear this is the language of possession, colonization, and erasure. Such language is offensive, insulting, and insensitive. We strongly discourage the use of these problematic phrases, as well as ‘O’Keeffe Country’ to promote tourism or represent Northern New Mexico,” a representative said in an Instagram story.

A member of the Three Sisters Collective created a version of the spot that featured Georgia O’Keeffe’s quote, and it landed on the local news with headlines around the rising cost of living and gentrification.

View this post on Instagram A post shared by Three Sisters Collective (3SC) (@threesisterscollective)

While critics called out this specific ad, the New Mexico Tourism Department does often feature native artists in its campaigns, and tells their stories in its 30-second spots.

“We are better communicating what we do locally because most of our ads run out of state. Locals might see a 30-second clip without grasping the full body of work,” Schoer said, adding the department works with Indigenous tribes to ensure that tourism dollars are directed to those communities.

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Tags: advertising , indigenous tourism , marketing , new mexico , tourism , tourism marketing

Photo credit: New Mexico tourism authorities have vowed to ensure that tourism dollars are directed to Indigenous communities throughout the state. Pictured is New Mexico-born author Ria Thundercloud. LeRoy Grafe / New Mexico Tourism Department

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Elizabeth F. Gonzales

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Ernestine Duran Evans

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Rebecca Vigil-Giron

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Terms served by new mexico’s past secretaries of state, (1912-present).

The following historical chronology of New Mexico’s Secretaries of State was researched and compiled by Dan D. Chávez, Ph.D., UNM Professor Emeritus.

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Welcome Cabinet Secretary Schroer

Jen Schroer is an experienced tourism industry professional and marketing and public relations strategist, who understands the importance of strategic partnerships with executive leaders to advance professional brands.  With over a decade of experience working in tourism and economic development, Jen knows how to build brand credibility and create meaningful connections with people to best achieve organizational goals and grow regional economies. 

Jen most recently served as the President & CEO of New Mexico Hospitality Association, where she  led the merger of two state level trade associations and went on to pass key legislation to help boost tourism development. Through a multifaceted communications and government affairs strategy, Jen secured substantial media coverage in print, digital and broadcast. Her ability to build brand credibility led to the increased investment, positioning the association to lead the growth strategies for the tourism economy. Jen helped launch a series of cross-collaborative initiatives that helped bridge business and government to spur economic development, established an endowed scholarship fund for hospitality and tourism students, and enhanced continued learning opportunities for hospitality and tourism professionals by hosting professional development programming at statewide conferences. Overall, Jen oversaw a 63% increase in membership with NMHA during her tenure as President and CEO. While in this role, Jen was selected as a finalist for the state’s Top Non-Profit CEO of the Year award by the Albuquerque Business First in 2017.

Prior to her work in New Mexico, Jen was the Board Chair of the Valley Cultural Coalition and was the Director of Communications for the Fresno Business Council. During her tenure with the Fresno Business Council, Jen directed a sharp focus on community and economic transformation strategies, including the launch of Fresno Stewardship Initiative and partnering with California Stewardship Network. Beforehand, Jen was a part of the Office of Community and Economic Development at Fresno State Leadership Team and executed the communications strategies for the California Partnership for the San Joaquin Valley, Smart Valley Places, Fresno Regional Jobs Initiative, San Joaquin Valley Housing Collaborative and the San Joaquin Valley Regional Broadband Consortium. 

Jen also has experience in higher education by serving as an adjunct professor at Fresno State and Fresno Pacific University teaching business courses in entrepreneurship, business strategy, business ethics and organizational behavior. Additionally, she was appointed to NMSU’s Hospitality, Restaurant, Tourism Management program’s advisory council.

In addition to her expertise in public relations and communications, Jen leads strategic planning sessions and consults for organizational change management. 

As a California native, Jen holds a master’s degree in business administration from California State University, Fresno, a bachelor’s degree in Organizational Leadership and a bachelor’s degree in Theater and Film Studies from Fresno Pacific University.

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Jen Paul Schroer

Cabinet Secretary Designate for Aging and Long-Term Services Department

nm secretary of tourism

Jen Paul Schroer is currently serving as the Cabinet Secretary Designate for the New Mexico Aging and Long-Term Services Department. Most recently, she served as the Cabinet Secretary of the New Mexico Tourism Department, which celebrated an all-time record year in spending during her tenure.

While serving in the Lujan Grisham administration, Schroer has worked with several cross-agency teams, including the Department of Health’s “Better Together” marketing strategy, the CYFD transformation leadership team, and recruitment strategies for PED and DOH. Schroer was also appointed by President Biden to serve on the U.S. Route 66 Centennial Commission.

Prior to her work for the Lujan Grisham administration, Schroer served as Executive Director of the Davis Chamber of Commerce in Davis, Calif, as well as the California Economic Summit Council where she helped contribute to efforts to address income inequality and economic security. Prior to that, Schroer served as President & CEO of the New Mexico Hospitality Association. During her tenure with the New Mexico Hospitality Association, a position she held from 2014-2018, Schroer was a fierce advocate for New Mexico’s travel, tourism and lodging industries. She led a successful merger between the New Mexico Lodgers Association and the Tourism Association of New Mexico and oversaw an 80 percent increase in membership over the course of her tenure. She convened industry partners to address common challenges and spearheaded initiatives for industry-boosting legislative and regulatory solutions. Schroer previously served in New Mexico Tourism Department as Director of Strategic Partnerships, a role in which she worked with Virgin Galactic and created a new program that infused the “New Mexico True” brand into growing fairs, festivals and sporting events throughout the state.

Schroer earned bachelor’s degrees in Organizational Leadership and Theater Arts from Fresno Pacific University and a Master of Business Administration from California State University, Fresno.

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  1. Rebecca Latham: New Mexico Secretary of Tourism

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  2. Staying true to NM: Tourism secretary strengthens ads

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  3. NM tourism secretary named national Mother of the Year

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  4. Deputy Secretary Named for the New Mexico Tourism Department

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  5. New Mexico Tourism Department record visits

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  6. Secretary Of Tourism Stephanie Klett On Cheesehead Nation

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COMMENTS

  1. Department of Tourism

    Lancing Adams currently serves as the Acting Cabinet Secretary of the New Mexico Tourism Department. Lancing brings with him a wealth of experience in both the public and private sectors. Prior to serving as the Acting Cabinet Secretary, Lancing served as the Department's Tourism Development Director. In this role he managed various grant ...

  2. Tourism Department

    The New Mexico Tourism Department is the statewide agency tasked with promoting New Mexico for leisure travel and driving visitation to the state. The Tourism Department plans, produces, and monitors national marketing and advertising campaigns through the award-winning New Mexico True brand. The Tourism Department also manages grant programs ...

  3. President Biden appoints New Mexico's Tourism Secretary to Route 66

    By New Mexico Tourism Department on Dec. 28, 2022. SANTA FE — On December 28, 2022, President Joe Biden announced the appointment of Tourism Secretary Jen Paul Schroer to represent New Mexico for the Route 66 Centennial Commission. Schroer is 1 of 12 members on the commission, which includes representatives from the private sector, federal ...

  4. New Mexico Tourism Department

    Welcome to the New Mexico Tourism Department Industry Resource Website. Learn about NMTD initiatives, research, partnership opportunities, toolkits, career opportunities, partner news and information on use of the "New Mexico True" brand. Featured Programs and Initiatives.

  5. New Mexico's tourism secretary will now lead Aging and Long-Term

    New Mexico's tourism secretary will now lead Aging and Long-Term Services Department by: Curtis Segarra. Posted: Aug 8, 2023 / 03:42 PM MDT. Updated: Aug 8, 2023 / 03:42 PM MDT.

  6. New Mexico Tourism Department About Us

    The New Mexico Tourism Department staff strives to promote New Mexico as the top destination for venturesome travelers, build the New Mexico True brand, unify and lead industry partners and inspire in-state advocacy and pride. As New Mexico travel ambassadors, the staff maintains nmtourism.org as a resource for news and updates, research and ...

  7. Gov. Lujan Grisham appoints Jen Paul Schroer as Secretary for the Aging

    Sec. Schroer was appointed as Secretary of Tourism by Governor Michelle Lujan Grisham in January 2019. Since her appointment as Tourism Secretary, she spearheaded the landmark Lodgers' Tax legislation, which brought more equity to New Mexico's lodging industry and created more channels for local and state tax revenue.

  8. New Mexico's tourism industry sees all-time record spending

    In an outstanding display of New Mexico's growing appeal as a tourist destination, the state set a new record for direct visitor spending. A comprehensive study conducted by the New Mexico Tourism Department revealed that the state recorded an unprecedented $8.3 billion in direct visitor spending in 2022, marking a substantial increase of $1. ...

  9. New Mexico Tourism Secretary Jen Schroer to take over Aging and Long

    SANTA FE — New Mexico's tourism secretary, Jen Paul Schroer, is moving over to lead the state's Aging and Long-Term Services Department in a reshuffling of the governor's Cabinet.

  10. Rebuilding New Mexico's tourism economy post-COVID a tough challenge

    New Mexico Tourism Secretary Jen Paul Schroer, who was appointed by Gov. Michelle Lujan Grisham in 2018 and confirmed by the state Senate in February 2019, is seen in an undated file photo.

  11. Governor moves Tourism secretary to Aging and Long-Term Services

    Lujan Grisham appointed Schroer as the Tourism Department secretary in January 2019 and chose her to lead the state's pandemic communications response in 2020. ... NM 87504-2048 Phone: 505-983 ...

  12. Lancing Adams

    Acting Cabinet Secretary. Aug 2023 - Present 4 months. Santa Fe, New Mexico, United States.

  13. Senate Confirmed Jen Schroer as Tourism Department Cabinet Secretary

    Feb. 11, 2019. On February 11, 2019, the New Mexico State Senate unanimously confirmed Jen Paul Schroer as the Cabinet Secretary for the New Mexico Tourism Department. The Senate complimented Secretary Schroer on her dedication and expertise in growing tourism and regional economies in the state as well as commending her background in uniting ...

  14. Maggie Toulouse Oliver

    The New Mexico Secretary of State's Office can't function without great employees. We're always on the lookout for talented, passionate people to join us. Employment with the New Mexico Secretary of State's Office represents more than just a job - it's an opportunity to make a difference and improve your state. ...

  15. New Mexico's Decade-Long Branding Campaign Has Its Magic and Mistakes

    New Mexico's former cabinet secretary of tourism, Monique Jacobson, led New Mexico True's original development alongside the department's advertising agency of record, Talweg Creative. Focus ...

  16. Past Secretaries of State

    Dianna J. Duran (resigned on October 23, 2015) Republican. 1 year. 2015 - 2016. Brad Winter (Governor Appointed, took office on December 15, 2015 - December 9, 2016 4:00 p.m.) Republican. 2 years. 2016 - 2018. Maggie Toulouse Oliver (Elected and took office December 9, 2016 after 4:00 p.m.)

  17. Deputy Secretary Named for the New Mexico Tourism Department

    Feb. 05, 2019. The New Mexico Tourism Department is honored to announce the appointment of Antoinette Vigil as Deputy Secretary. Antoinette Vigil has nearly 20+ years of experience in project and program management and administration of programs for business and economic development efforts, both in the public and private sector.

  18. Meet Mexico's New Secretary of Tourism

    Now that Mexico has elected a new president, Manuel Andres Lopez Obrador, a new secretary of tourism will replace Enrique de la Madrid, who is currently leading SECTUR. According to Reportur, Miguel Torruco will take on the role on December 1, 2018. Torruco is well connected within Mexico, counting the country's richest man, Carlos Slim Helu ...

  19. Senate confirms Jen Paul Schroer as secretary for Aging and Long-Term

    Prior to her time at Aging & Long-Term Services Department (ALTSD), Secretary Schroer served as the Secretary of the New Mexico Tourism Department from 2019 to 2023. While at Tourism, Schroer was instrumental in spearheading the job growth of the tourism sector, as well as record-breaking visits and spending coming out of the pandemic. Schroer ...

  20. Welcome Cabinet Secretary Schroer

    Welcome Cabinet Secretary Schroer. Jan. 15, 2019. Jen Schroer is an experienced tourism industry professional and marketing and public relations strategist, who understands the importance of strategic partnerships with executive leaders to advance professional brands. With over a decade of experience working in tourism and economic development ...

  21. Centennial

    Association President, Melissa Beasley-Lee, has contacted Acting Cabinet Secretary for the New Mexico Tourism Department, Lancing Adams, regarding the matter and will have more information to share soon. See below to view a copy of the October 24, 2023 article and Governor Lujan Grisham's September 8, 2023 Executive Order 2023-131, establishing ...

  22. Aging and Long-Term Services Department

    Jen Paul Schroer is currently serving as the Cabinet Secretary Designate for the New Mexico Aging and Long-Term Services Department. Most recently, she served as the Cabinet Secretary of the New Mexico Tourism Department, which celebrated an all-time record year in spending during her tenure. While serving in the Lujan Grisham administration, Schroer has worked with several cross-agency teams ...