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Tourism Event Growth & Sustainability Program

The Tourism Event Growth & Sustainability (TEGS) program provides technical assistance, marketing, and sponsorship to qualified tourism events within New Mexico to support their growth and sustainability.

 

What qualifies as an eligible tourism event?

 

Eligible tourism events for this program must do ALL of the following things:

  1. Drive out-of-state travel
  2. Drive in-state travel resulting in overnight stays
  3. Provide an experience aligned with the New Mexico True brand of "adventure steeped in culture."

 

Who's eligible?

 

Eligible entities include: 

  • Nonprofit tourism-related organizations
  • For-profit organizations
  • Municipalities and counties
  • Tribal governments 

 

All eligible entities must have a fiscal agent - Municipalities, counties, and tribal governments may serve as their own fiscal agent.

For-profit and some nonprofit applicants must partner with a government entity to serve as their fiscal agent. 

Nonprofit applicants and fiscal agents must be in good standing with the New Mexico Secretary of State and the New Mexico Office of the Attorney General now known as the NM Department of Justice. 

 

 

FY27 TEGS program offers three options for support:

 

Accelerator

Builds and improves events to prepare them for sponsorship. Technical assistance offering recommendations for improvement may include an Online Discoverability audit assessing the event's web and social presence, as well as an onsite audit assessing on-the-ground operations. Upon successful completion of the audit process, the event may receive up to $5,000 in reimbursement-based funding to execute approved deliverables.

To participate, applicants must provide proof of event success/track record, local commitment, and a readiness to accelerate the event.

 

Event Marketing & Promotion - EMP

Secures marketing and advertising for events through a 2:1 matching investment, with awarded events responsible for one third of the total cost. This marketing program is aimed at growing New Mexico's tourism economy together by utilizing the strength of the New Mexico True brand. Events will apply for pre-determined, co-branded marketing initiatives with proven effectiveness, at price points to fit a range of budgets.    

 An EMP award requires advance payment by the awarded entity to NMTD (via check or EFT) for one third of the cost of the awarded marketing initiative. NMTD matches that payment 2:1 and handles vendor payments and media placement execution and performance measurement, in partnership with awarded events. To participate in the EMP track, applicants must have existing, high-quality photo assets and an event-focused website that shows conversion potential. (Note: Applicants without existing high-quality photography and/or lacking an event-focused website are instead encouraged to consider application to the TEGS Accelerator track.)

 

Sponsorship

Provides up to $50,000 in sponsorship from NMTD, based on event size, and provides the opportunity to co-brand event with New Mexico True. As part of brand stewardship, all creative must meet New Mexico True brand standards and must be reviewed and approved by NMTD prior to trafficking. 

To participate, applicants must provide brand impressions equal to the contract amount and demonstrate advertising potential and the ability to grow the event. Events must have a marketing plan, financial plan/budget, tourist-centered website and social media, and attendee and economic impact data.

       Events may receive up to $50,000 and the amount may be based on event attendance. See the chart below for further details.

 

Tier  Maximum Award  Typical Number of Attendees
1 $5,000 Up to 4,999
2 $10,000 5,000 – 9,999
3 $20,000 10,000 – 24,999
4 $30,000 25,000 – 49,999
5 $50,000+ 50,000+

       

 

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New Mexico Tourism Department

New Mexico Tourism Department

491 Old Santa Fe Trail

Santa Fe, New Mexico 87501

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