My travels in Jemez Springs continue to provide fodder for my posts on cultural tourism. As I walked up to the Jemez Fine Art Gallery: An Artist Collective, a local artist, sitting outside selling his paintings, greeted me.  Inside I was immersed in a collection of paintings and sculptures, from traditional to eclectic –reflecting a mix Native American, Hispanic and Anglo cultures.  Here I met Troy Williams, a founder of the Gallery.  I found Troy to be just as passionate towards his community, as he is his sculpting.

Earlier this summer, Troy and other local artists decided to establish the Jemez Fine Art Gallery to “create a show window for artists of the Jemez Springs community.”   They wanted to create a place where people can go and buy art directly from the artists.  Prior to the gallery, most of the artists’ work would be found in Santa Fe or Albuquerque, where profits are lost through the value chain and buyers don’t get an opportunity to meet the artists.  Troy commented, “The intention was to make the purchase better for the buyer – to create a personal touch.”

Additionally, the founders and artists see the gallery “as giving the community a place to have gatherings and art openings – a place for people to connect.”  The gallery has 14 permanent artists who exhibit their work in the main space.  For other local artists and crafters who are not part of the permanent collection, there is a side room called the South Gallery and outdoor space that can be rented.

So what makes Jemez Springs such a great place for cultural entrepreneurs?  Troy feels that, “Jemez Springs has so much potential with its combination of beautiful surroundings, rich history and culture, the hot springs, many artists and lots of traffic.  However, the biggest challenge for local businesses and artists is getting the traffic to stop.”  Troy suspects that if there were more galleries and shops that people would be more attracted to stop.

Troy thinks that cultural entrepreneurs could certainly spark the economic development needed to grow the community into a viable destination that thrives on cultural tourism and help make it a self-sustaining community.  Troy feels that, “The world is craving art, but society is lost in creating.  We are making money on money, not on creating.”

Troy believes that Jemez Springs is on the verge of becoming something more – perhaps it will become a cultural destination.  Jemez Springs has the potential, but what is needed to push it beyond its tipping point?

After a full day of mountain biking through a maze of single track and pinon trees on the La Tierra trails in Santa Fe and bouldering at the Santa Fe Climbing Center, I find myself venturing up to Jemez Springs to soak at the Giggling Springs.

The drive up the Jemez Valley was just as therapeutic as the hot springs themselves and is one of the most scenic drives in New Mexico. The deep red and orange sandstone cliffs that tower high above the valley floor stand out like giant sand castles against the bright blue sky.

With the pool to myself, I floated around thinking about how hot springs have been part of Native American culture for centuries: they are known as sacred gathering places and sources of healing. It is then when I realized that the two individuals who checked me in are cultural entrepreneurs – hopefully willing to talk to me more about their business! Check back soon to learn more about Giggling Springs and the two entrepreneurs who are working to preserve the original historic bathhouse of the Jemez area and are sharing Native American culture with tourists from all around the country.

And in my next post, you’ll learn about their neighbors up the street at the Jemez Fine Art Gallery: An Artist Collective. I will introduce you to local artists and entrepreneurs who are finding not only creative ways to build business in Jemez Springs, but also ways to make buying art more of an experience rather than just a transaction.