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!

It’s not just the natural beauty that makes the Jemez Valley spectacular, but that it is home to three significant cultures – Native American, Spanish, and Anglo – which makes it a natural hub for cultural entrepreneurs like Tanya Struble and Therese Councilor.

Tanya and Therese fell in love with the Jemez area and had a dream to run their own business.  In 1995, when the prospect came up to purchase the former springs they jumped on the opportunity.  Tanya commented, “we wanted to keep the history of this place alive so instead of bulldozing and starting over, we renovated using similar materials or reusing materials.”  After two years, they finished the renovation and opened what is known today as the Giggling Springs, a destination for those looking for solitude and relaxation.

Giggling Springs offers a respite with a pool fed by the hot springs – which are rich in minerals and are known to have healing properties in Native American cultures.  You can have your pick of floating on noodles or swinging in a hammock to let your worries drift away.  In the backdrop, the running water of the Jemez River will serenade you and provides a place to cool down after soaking in the springs.  Giggling Springs also offers massage services, a gift shop and a small snack shop where you can order a homemade smoothie to be delivered to you poolside.

The history of the hot springs started with the Jemez Native Americans who called it “the place of boiling waters.”  It was then taken over and run by a Spanish family in the mid to late 1800’s.  It was the Spanish who built a building over the hot springs to make it more “civilized.”  It is this building that still stands today on the property, but is not used because of its fragility.  Then around 1905 an Anglo family took the place over and ran it until 1950 when the family closed it.

Tanya and Therese have kept the original building in tact on the property, but it is used just as show from a distance as it is deteriorating.  They feel they only have about two more years until the building completely crumbles.  One of their more recent challenges is to find funding to preserve the original bathhouse of the Jemez area.

When asked what they see as the future for cultural entrepreneurship in the Jemez area, Tanya said, “In recent history, we have worked together to promote the Jemez Mountains as a ‘destination resort without walls’.  Most tourists are extremely interested in the Native American culture and art.  As a tourist based economy, we need to work together…diversity in culture and art exist here, just no one knows about it!”