Tourism Region Boards

Each regional board focuses on product development—identifying unique experiences that exemplify the meaning of New Mexico True within that region. This means stronger collaboration with neighboring attractions and communities, crafting itineraries for travelers, working towards a regional identify that fits within the New Mexico True brand, and finding ways to cross-promote with other regions.

Each regional board consists of eight members from the public or private sector, each of whom are directly involved in their community’s tourism functions and marketing efforts. The Tourism Department relies heavily on these key positions, which are appointed by Cabinet Secretary Jen Paul Schroer.  We are looking for passionate board members with a strong interest in product development, a keen knowledge of their region’s resources, and a commitment to rolling up their sleeves and entertaining new approaches.

Board members are held to a standard of being the “brightest marketing minds in the state,” serve as a pipeline for information between the department and their region, and are willing to promote their region as a whole while learning about offerings from around the state. Meetings are held quarterly, and ongoing email communication and participation are also expected.

Board meetings are open to the public and all tourism stakeholders are invited to participate. Contact for information on upcoming meetings and opportunities to get involved.


 Bill Lee (Chair), Gallup-McKinley County Chamber of Commerce | Melvin Juanico (Vice Chair), Sky City and Cultural Center | Ingrid Gilbert (Secretary), Farmington Convention & Visitors Bureau | Jennifer Lazarz, City of Gallup


Gail Houser (Chair), Tucumcari MainStreet Corporation | Jared Chatterley (Vice Chair), City of Raton Department of Parks and Recreation  (Vice Chair) | Kimberly Allen, Pecos River Cabins (Secretary) | Mary Libby Cambell, Harding County MainStreet EDC |  Shawn Jeffery, Village of Cimarron Village Hall |  Veronica Serna, V's Organic Farm & Agrotourism | Tim Sexton, The Mandala Center 

North Central

Karina Armijo (Chair), Town of Taos | Dash Hegeman(Vice Chair), Taos Ski Valley | Kelly Stewart (Secretary), Los Alamos County Economic Development Division |  Ed Pulsifer, La Fonda on the Plaza | Jordan Guenther, Tourism Santa Fe | Veronica Bush, Cumbres & Toltec Scenic Railroad


Brenna Moore (Chair), Visit Albuquerque | Erica Asmus-Otero (Vice Chair), Village of Jemez Springs | Sonia Walker (Secretary), Village of Los Lunas | Heather Arnold, Routes Bicycle Tours & Rentals, Inc. | Greg Peña, Rio Rancho Convention & Visitors Bureau | Carrie B. Moritomo, Bernalillo County  | Sandy Rasmussen, Corrales MainStreet | Emily Stovel, El Zocalo 


Juanita Jennings (Chair), City of Roswell | Laurie Schotz (Vice Chair), Artesia Arts Council | Justin Huffmon (Secretary), Discover Ruidoso | Ray Dean, Carrizozo Works, Inc. | Patricia Collins, Hobbs Chamber of Commerce | Michelle Brideaux, City of Alamogordo 


Rochelle Miller-Hernandez (Chair), Visit Las Cruces | Kim Skinner (Vice Chair), Sierra County Tourism Recreation & Advisory Board, Geronimo Trail National Scenic Byway | Catherine Wanek, Black Range Lodge, LLC (Secretary) | Edna Trager, Zia Kayak Outfitters | Evaristo Giron, New Mexico State Parks