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Jemez Springs, deep in the heart of the spectacular Jemez Mountains, is a cultural hub that has the potential to become a cultural destination attracting people from all around the world.  A rich intersection of culture, history, and natural beauty, Jemez Springs is a place where Native, Spanish, and Anglo cultures mingle and co-exist, creating a unique destination of galleries, restaurants, outdoor activities, and religious retreats.  As you explore Jemez Springs you may even find yourself thinking you’re in a high mountain village in the Himalayas with the prayer flags that hang off some of the establishments.  And, given the various spiritual centers in Jemez Springs – including the Bodhi Manda Zen Center and the Handmaids of the Precious Blood – you wouldn’t be far off.

And there’s more: the village is located on the Jemez Mountain Trail – a National Scenic Byway, is home to ancient ruins that are now designated as the Jemez State Monument and is just south of the world-renowned Valles Caldera National Preserve.  And with the historic Native Pueblo of Jemez bordering the village nearby, Jemez Springs is a cultural tourism mecca.

However, the recurring theme I heard as I talked to people in Jemez Springs is that the plethora of people who drive through Jemez Springs do just that – they drive right on through.  Even with all of these attractions, Tanya Struble, a cultural entrepreneur and co-founder of the Giggling Springs comments that, “the biggest complaint of visitors is that there aren’t enough places to shop for local art.”  She sees local artists making a name for themselves, but not in Jemez Springs.  Local artists have to go to cities like Santa Fe to be successful.  Tanya remarks, “Artists should have success in their hometowns, not in other cities.”

Increasingly, New Mexico’s artists live and create their art in rural towns – in the landscapes that inspire them, and in the “rent districts” they can afford.  They drive to cities where markets tend to be centered and leave their creations behind, not knowing who buys these pieces of their creative spirit.  Yet if the landscapes that inspire these creative minds to paint, sculpt, compose, and cook are in our rural communities, then perhaps the markets should be thriving in these communities as well.

Small communities across New Mexico – just like Jemez Springs—are working to find ways to get people who drive through to stop and get out of their cars.  Building a critical mass of cultural enterprises and a cooperative effort among these enterprises is a first step to creating a destination that welcomes visitors and sells products and experiences that urban dwellers are hungry for.  Getting good public relations to market the village would be helpful, but what else is needed to make Jemez Springs a cultural destination that attracts people and does not become overly commercialized?  I’m interested to hear your comments!