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!

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?