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.


Jennifer Lazarz, City of Gallup (Chair) | Ingrid Gilbert (Vice Chair), Farmington Convention & Visitors Bureau |  Bill Lee, Gallup-McKinley County Chamber of Commerce | Melvin Juanico, Sky City and Cultural Center | Chad Gaines, Cibola Trail Alliance | Wilann Thomas, City of Aztec


Kimberly Allen, Pecos River Cabins (Chair) | Gail Houser (Vice Chair) | Jared Chatterley | Mary Libby Campbell, Harding County MainStreet EDC |  Shawn Jeffery, Village of Cimarron Village Hall |  Veronica Serna, V's Organic Farm & Agrotourism/Mora County | Virginia Marrujo, City of Las Vegas | Patrick Vanderpool, Greater Tucumcari Economic Development Corporation

North Central

Jordan Guenther, Tourism Santa Fe (Chair) | Kelly Stewart (Vice Chair), Los Alamos County Economic Development Division |  Karina Armijo, Town of Taos | Ed Pulsifer, La Fonda on the Plaza | Veronica Bush, Cumbres & Toltec Scenic Railroad | April Ralph, Red River | Joseph Chavarria, Puye Cliffs in Santa Clara Pueblo


Brenna Moore (Chair), Visit Albuquerque | Erica Asmus-Otero (Vice Chair), New Mexico Hospitality Association Board Member | Sonia Walker, 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, Bernalillo Community Museum


Patricia Collins, Hobbs Chamber of Commerce (Interim Chair) | Juanita Jennings, City of Roswell | Ray Dean, Carrizozo Works, Inc.| Michelle Brideaux, City of Alamogordo | Lance Roe, Backcountry Attitudes


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 | Edna Trager, Zia Kayak Outfitters | Evaristo Giron, New Mexico State Parks | Martyn Pearson, Gila Hike and Bike | Jamila Gilbert, Virgin Galactic