Tourism Strategic Plan
Contact Info

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 e-mail.

The Task Force meets the first Wednesday of each month at Noon in Room 330 of the Municipal Building.

June 2019 Update:
The Task Force developed priorities for the upcoming 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, 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

The four work groups formed by the Task Force continued to meet and focus on Marketing, Infrastructure, Attractions and Events. 

Next Steps:
​The Task Force will be work with staff to start projects funded in FY20 such as wayfinding and new visitor center displays.  The Task Force will also be further developing their recommendation concerning a Tourism Manager.

Related documents:
The Tourism Strategic Plan can be reviewed here

The Task Force charter can be found here.

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. The members are:

Micheline Devaurs
David Fox
Prashant Jain
Dave Jolly
Heather McClenahan
Lauren McDaniel
T. Clay Moseley
Cristina Olds
Lodgers’ Tax Advisory Representative: Katie Bruell
Historic Preservation Representative: Mark Rayburn
Parks and Recreation Representative: Stephanie Nakhleh

Note: Four members of the Task Force were also members of the Tourism Work Group that helped develop the Tourism Strategic Plan, in order to provide continuity from the strategic planning phase to the implementation phase. 

Background/Summary of Work Accomplished to Date:
Task Force members have primarily focused efforts these past six months on finding a new Los Alamos Visitor Center location. The current leased space in Central Park Square will end Dec. 31, 2018. The Tourism Strategic Plan recommended finding a better, more highly visible and accessible space for the Visitor Center in downtown Los Alamos. Toward that goal, the Task Force:

* Reviewed a list of possible Visitor Center locations - not only as stated in the Tourism Strategic Plan, but also by brainstorming other possible Los Alamos locations

* Defined selection criteria such as cost, location and space available

* Established a weighting of the above criteria to evaluate possible locations

* Created a rubric that defined how each criteria was to be analyzed and scored

* Organized a Visitor Center work group to evaluate all possible locations for short term relocation (Note: due to many uncertainties, especially with County budgets, the Task Force will only be recommending locations for the short term.)

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