Recreation & Tourism


Ruidoso Downs Race Track & Casino Attendee Surveys

The Ruidoso Downs Race Track & Casino commissioned SWPM to conduct a survey of attendees to the 2018 live horse racing season. Over 1,200 email addresses and zip codes were collected by SWPM staff over four separate weekends during the 2018 season. Attendees were emailed a survey following their visit. The survey instrument was developed by SWPM in collaboration with Ruidoso Downs staff and gathered demographic, geographic and psychographic data on Ruidoso Downs customers. The survey also gathered customer service ratings and media usage by customers.

Destination Marketing and Operational Plan for Nambé Falls (Nambé Pueblo)

SWPM was commissioned by Nambé Pueblo to create and implement a marketing and operational plan for Nambé Falls. The plan was designed to turn a hidden tourism gem in Northern New Mexico into a premier destination and included: an overhaul of all operational procedures, developing tours to the site, signage, adding demonstrations by local artisans, creating an interpretive center, improving the infrastructure (camping sites, trails, ramadas, etc.), training of staff to become focused on hospitality/tourism, and developing and implementing advertising, public relations and events plans. The first summer of implementation yielded a nearly 20% increase in gross revenues for the site. SWPM also assisted with a successful grant application on behalf of the Pueblo with the New Mexico Tourism Department to improve the picnic structures (ramadas).

Tourism Management Plan for Santa Clara Pueblo

SWPM staff worked with Santa Clara Pueblo to develop a tribal reorganization plan that resulted in the creation of the Santa Clara Development Corporation. On contract for 12 years, SWPM assisted in redevelopment/adaptive reuse of the Big Rock shopping center; master development planning and implementation; zoning/rezoning; community assessments; and redevelopment plans. This resulted in the development of over $100 million in infrastructure including a hotel, travel center and a casino. SWPM also conducted primary and secondary market research and authored a Tourism Management Plan for tribal entities, including Puye Cliffs, that was approved and implemented by the tribal council.