historic carrizozo revitalization plan · historic carrizozo revitalization plan carrizozo frontier...

Prepared for: Town of Carrizozo

Carrizozo, NM

Technical Assistance by: CommunityByDesign

Milagro Design Harwick Transportation Group

Heather Barrett, Historic Preservationist

Approved By City Council Feb 10, 2015

Historic Carrizozo Revitalization Plan


Carrizozo Frontier Community Page 1

Introduction The revitalization plan for the historic Carrizozo business district provides the framework and process for achieving the renewal of several blocks within the core of the Town. The area includes the three blocks of Central Avenue/Highway 54 located between 13th Street and 4th Avenue, E Avenue at Central Avenue and the two and a half blocks of 12th Street between Highway 54 and 4th Avenue. In 2013, the Town of Carrizozo was one of seven New Mexico communities selected as recipients of technical assistance under the state’s new Frontier Communities Initiative. The initiative is a community development partnership being implemented under the NM Economic Development Department’s MainStreet Program. The Town identified branding and image development and a downtown revitalization plan as its catalytic economic development projects to enhancing its historic business district. The Historic Carrizozo Revitalization Plan report and process was funded through the Frontier Communities Initiative/NM MainStreet as part of the NM Economic Development Department’s legislative appropriation.

Purpose At the outset of the project a stakeholders group was formed consisting of local elected officials, local economic development organizations, and representatives of business owners and local citizens. Based on meetings with this group the following needs and issues were identified:

Creating streets amenable to pedestrians and non‐motorized users.

Increasing safety and security in the area.

Improving economic stability and business development.

Increasing the quantity and quality of community event opportunities.

Taming traffic speeds.

Increasing visitor wayfinding both into Carrizozo and as well as within the downtown district.

Improving building facades and cleaning up vacant parcels.



Project Goals Historic Carrizozo Revitalization Goals:

Enhance the image and character of the community.

Create a thriving locally‐owned business environment.

Support a walkable, livable and healthy community.

Enhance tourism and the economic vitality of downtown Carrizozo.

Reinforce the identity as a ranching and railroad community.

Support a sense of security, identity, and economic stability.

Looking north at the historic Carrizozo business district. Highway 54 (Central Ave) traverses through the center of the district. McDonald Park, a WPA feature, is the area with the large trees in the center of the photo. The Railroad depot at the right edge of the Town no longer exists.



History Carrizozo is a Town in Lincoln County, New Mexico and is the county seat with a population of 1,200.

Founded in 1899, the Town provided the main railroad access for Lincoln County and the Town

experienced significant population growth in the early decades of the 1900s. However, with declining

relevance of the railroad, the population of the Town has gradually declined. The Town is located at the

intersection of U.S. Route 54 and U.S. Route 380. The name of the Town is derived from the Spanish

vernacular for reed grass (Carrizo), which grew significantly in the area and provided excellent feed for

ranch cattle. The additional 'zo' at the end of the Town name was added to indicate abundance of

Carrizo grass. The Town is now often referred to as 'Zozo. The railroad brought businesses, growing

populations, and increased importance to the Town. As a result, a county referendum in 1909 moved

the county seat of Lincoln County from the town of Lincoln to Carrizozo. This decision resulted in a four‐

year legal battle that was eventually resolved in favor of Carrizozo by the United States Supreme Court.

The result was a boom period where railroad access and political importance combined to lead to

significant population growth in Carrizozo. The population reached around 2,000 by 1920. Established

as a rail town during the Lincoln County mining boom around 1900, the growth and economic health of

Carrizozo has been influenced by mining, ranching and the railroad over the decades. Carrizozo was an

important rail shipping center for mines and ranches at the beginning of the 20th century. Rail

operations began to scale back with a rail strike in the 20s, the dust bowl of the 1930s and by the mid‐

1950s all rail related commerce was gone from the town. NM 3, later to become U.S. Highway 54, was

designated circa 1912 and has evolved to become a significant truck and auto route which goes through

the heart of historic Carrizozo. A general decline in population and the economy of the town since the

1950s is evident in the lost businesses, vacant and dilapidated structures, infrastructure conditions and

the slow decline in the Town population. Central Avenue is Carrizozo’s “Main Street” and runs through

the center of the community. Central Avenue is also U.S. Highway 54 and large commercial truck traffic

travels this main street.

4th Ave ca. 1915 showing cottonwood tree-lined street. Photo from the collection of Johnson Stearns.



12 Street (formerly Alamogordo Ave) ca. 1920s. Photo from the collection of Johnson Stearns.

4th Ave looking north. Photo from the collection of Johnson Stearns.



Existing Conditions The right‐of‐way width is approximately 60 feet at the western end of Central Avenue, between 12th and 13th Streets. It narrows to approximately 54 feet between 5th and 4th Avenues at the eastern end of the project area. The turn in the road at E Avenue has a variable right of way width. U.S. 54 consists of a minimum of 48’ of asphalt with 12 foot travel lanes with parallel parking on both sides of the street with few exceptions. In places the shoulders are up to 24’ wide. Autos typically exceed the 25 mph speed limit on the street due to the wide road width. US highway 54 is a truck corridor with approximately 40% of all vehicle traffic as large trucks. The highway’s functional classification is principal arterial and the posted speed limit is 25 mph.

Sidewalks, many in poor condition, vary from three to six feet wide. In some places they are non‐existent. Although six foot wide sidewalks are typically adequate for pedestrians, the sidewalk area includes utilities, signage, light poles, and other obstructions, which significantly reduce their usable width and creates obstacles for those with disabilities. Only one pedestrian crosswalks exists, a school crossing at 5th Avenue. ADA‐accessible curb‐cuts are infrequent and safe connections to surrounding neighborhoods are limited.

Visitor wayfinding is difficult at both ends of town. There are no clear arrival features. Directional signage for the visitor center is present, but the visitor center itself is not signed, creating confusion about the center’s location.



The broad turn of Central and complex interchange with E Avenue creates a confusing and dangerous juncture for drivers, pedestrians and cyclists. The configuration of the angled intersection allows traffic to speed onto E Ave. from the north and traffic on E is unimpeded as it flows onto the U.S. 54 southbound travel lane. Pedestrians must utilize the sidewalk on E Ave for half a block in order to continue walking on the west side of Central Avenue. A median and a short turn lane create an abrupt turn for northbound traffic to turn onto E Ave.



McDonald Park, a Town park thought to be built by the WPA in the 1930s, is located between 12th Street and Central Avenue near E Avenue. Diagonal sidewalks cross this historic park from corner to corner and in the park’s center is a basalt sculpture resembling a spider, also thought to date to the 1930s. More recent park improvements include a playground, tables and benches, light fixtures and horseshoe pits. Large elm trees are scattered through the park.

The built environment of 12th Street and Central Avenue shows signs of the former prosperity of this railroad town, with a mix of commercial and residential structures, interspersed with vacant lots where structures have been removed. Some of these structures are occupied, while others are vacant and in some cases, threatened by neglect. Some storefronts along Central and 12th are boarded up or are used for storage.

A January, 2013 draft report, A Cultural Resource Survey for A Segment of U.S. Highway 54 Through Carrizozo From Mile Post 123.0 to Mile Post 123.9 (NMDOT Project No. CN 2100720), for the New Mexico Department of Transportation examined the environment surrounding Highway 54, including the Revitalization Plan area. The report states, The New Mexico Department of Transportation (NMDOT), in cooperation with the Federal Highway Administration (FHWA), is proposing the rehabilitation of U.S. Highway 54 through Carrizozo. Funds provided by the Federal Highway Administration will be used for this project. The project area would extend 0.9 miles from milepost 123.0 to milepost 123.9. In this section of roadway, the existing typical section consists of two 12‐foot(ft)‐wide driving lanes, 11 to 13‐ft‐wide shoulders, defined curb and gutter pan, and sidewalks that vary from 3 to 10 ft wide. The purpose of the proposed project is to upgrade existing public facilities to ensure access for people who have disabilities and improve roadway safety and operations. NMDOT District 2 is proposing roadway reconstruction that would include 12‐ft‐wide travel lanes, 8‐ft‐wide shoulders, 2‐foot‐wide gutter pans, and correction of the road cross slope to an acceptable rate. The project would also include sidewalk replacement, permanent signs and utility relocation, and traffic control during construction. The proposed project would not involve work outside of the existing rights‐of‐way, nor would it involve acquisition of new right‐of‐way. This survey was done in advance of a proposed NMDOT project to upgrade existing facilities to improve accessibility for people with disabilities and to improve roadway safety and operations. One observation



of the study was segments of stone curbs in fair condition along both sides of Central Avenue. These stones curbs may be part of WPA work done in Carrizozo in the 1930s. The report states, The curb segments range from 15 m long to 130 m long and appear as linear alignments of partially shaped tabular sandstone blocks that average 25 cm long and 10 cm wide. Curbs along US 54 extend up to 5 cm above ground, but curbs observed on nearby streets (beyond the project area) suggest that they were originally about 15 cm high. Road paving along US 54 has raised the road level and appears to have covered curbs in some areas.

Segments of the existing sandstone curbs are found on Central between 12th and 13th St., along the McDonald Park frontage on Central Avenue and between 4th and 5th Streets. These WPA‐era stone curbs offer an interpretive opportunity for the community, especially if they can be shown to be constructed by the WPA.



Insert base map here

Carrizozo Historic Business District



Stakeholder Group Participation The community involvement process in developing the Historic Carrizozo Revitalization Plan was through the creation of a stakeholder group that included members of Carrizozo Works, business owners, elected officials, local leadership officials, and interested community members. Three meetings were held with the stakeholders group. At the first meeting, held on March 20, 2014, the group identified issues and opportunities in the historic core of Carrizozo. A second meeting on April 4, 2014 presented a concept for McDonald Park, facades, and street and pedestrian improvements and the stakeholders responded to the specific concepts and ideas. The design team took that feedback and generated drafts of the Carrizozo Revitalization Plan. Representatives from NMDOT explained the limited funding opportunities and provided comments on the draft conceptual plan. The consultant team worked with the NMDOT staff in determining an acceptable street cross section and design features. The consultant team took that feedback and generated a preferred draft for the Revitalization Plan. A third meeting with the stakeholders occurred, following the consultation with NMDOT staff, on October 22, 2014, at which time the draft Revitalization Plan document was presented. The stakeholders present were supportive of the plan.

Design Concept and Recommendations Historic Carrizozo would benefit from enhancements to the visual quality of the streetscape and enhancements to the appearance and functionality of the street for all users while continuing to celebrate the cultural roots of the neighborhood and its history, including its mining, agriculture, rail, and auto heritage. The community would profit from highlighting the Central Avenue entries and improvements which slow traffic, make it easy to cross the street and walk to shops and encourage more people to gather and socialize on the street. Widened sidewalks will reclaim the street for pedestrians and create public gathering places. The use of bulb‐outs at intersections, coupled with specialty paving crosswalks, will reduce the width of the travel lanes and intersection crosswalks. Painted sharrows, a pavement marking, will indicate shared bicycle and auto use lanes, defining the multi‐use nature of the travel lanes and alerting motorists to share the road with bicyclists. On‐street parking will extend the length of the street. Frequent and safe crossing opportunities will encourage pedestrian use. Creative infill of vacant or under‐utilized parcels will increase the vitality of the neighborhood and extend the prospects for community redevelopment.

Design Recommendations

Central Avenue between 13th Street and 12th Street – continuous sidewalks, 8 feet wide, continue narrower travel lanes, transition bicycle lanes to sharrows on 12th Street to encourage bike usage on lesser traveled roads.

Realign E Avenue at the Central Avenue intersection to improve pedestrian facilities and safety. Landscaped median/turn lane, eight foot sidewalks improves pedestrian safety and traffic flow. Perpendicular intersection of E Avenue eliminates fast through traffic and redesign provides



opportunity for creative uses of new open space, such as patio seating for cafe. Specialty paving crosswalks with mid‐block refuge facilitates pedestrian crossing.

Typical Central Avenue Intersection –Pedestrian crosswalks and corner bulb‐outs improve pedestrian safety. A mid‐block crossing with curb extensions facilitate pedestrian crossings on these long blocks (nearly 500’ in length).

Town Park improvements such as performance area on the west side and farmers market along 12th Street extend the possibilities for special event usage.

Preserve in place and highlight the remaining historic limestone WPA‐era curbs along portions of Central Avenue by realigning the street curve within the existing ROW to provide additional space for sidewalks along the park edge.

Improve 12th Avenue streetscape to increase pedestrian and bicycle safety and to encourage redevelopment along the route. Narrow travel lanes with shared bicycle use, landscaped corner bulb‐outs, pedestrian crosswalks and mid‐block crossings encourage street usage.

Perpendicular parking on 12th Ave at the park increases public parking spaces to promote a “park‐once” concept. This will also facilitate pick‐up trucks displays for farmers market vendors.

A comprehensive wayfinding signage system to encourage visitors to explore the town and expand revenue. Wayfinding should include NMDOT installing a point of interest sign on Interstate 10 to the Valley of Fires Recreation Area, which is 50 miles east, to increase visitation to Carrizozo.



Proposed typical cross‐section for the west end of Central Avenue, adding sidewalks and on‐street

parking, and preserving the WPA‐era stone curbs in place. Typical Highway 54 intersections will be more

pedestrian friendly, with specialty paving crosswalks and curb extensions shortening the intersection

distance. E Avenue juncture with Central is redesigned to a single perpendicular intersection. Vegetation

will provide shade and a sense of entry into the historic business district.



Central Ave (Hwy 54) at the park features continuous sidewalks, historic street lighting, and

preserving the WPA‐era curb stones. Building facades would be improved with paint, parapet

additions, and awnings.



Proposed typical cross‐section for the east end of Central Avenue historic business district, adding

sidewalks and on‐street parking. Typical Highway 54 intersections will be more pedestrian friendly,

with specialty paving crosswalks and curb extensions shortening the intersection distance. Vegetation

will provide shade and a sense of entry into the historic business district.



12th Street at the park features 8’sidewalks, perpendicular parking and narrow travel lanes shared

with bicycles. Specialty paving and mid‐block crossings encourage “park‐once” concepts and

pedestrian use. Events such as a farmers market and an outdoor performance area will increase

activity in the park for visitors and residents.



Revitalization Strategies

Create a stronger Public/Private Partnership Environment:

• Prepare a Metropolitan Redevelopment Area (MRA) Designation Report for the Revitalization Plan area apply to the NM Finance Authority’s Local Planning Grant Fund program for funding to prepare the MRA Plan. This is a planning grant for up to $50,000 with no match requirement.

• Adopt/amend the Carrizozo Local Economic Development Act (LEDA) Ordinance to include the new legislative amendments language such as adding the “Cultural Facilities” definition, allowing retail development as qualifying uses, and adding “Metropolitan Redevelopment developer” as a qualifying entity.

• Implement a volunteer‐based “Façade Squad” program to improve the private buildings facades on Central Ave and 12th Street. The NM MainStreet program staff can assist with organizing this effort.

• Apply for NM MainStreet “Emerging Community” status when the application period is open. Information on this program can be found at the www.nmmainstreet.org website

• Pursue the creation of a Carrizozo Historic District with assistance from NM MainStreet, and approval of the NM Historic Preservation Division, for tax credit incentives and tourism purposes. Information on this process can be found at the www.nmhistoricpreservation.org website.

• Consider acquisition of the Lyric Theater and adjacent buildings either as a donation from the owner (with potential tax benefits to the owner), or a public/private partnership agreement between the owner and the Town, or as a land exchange for surplus Town property.

• Implement the recommendations in the NM MainStreet Business Development Matrix (included in the appendix)

Image and Marketing Development:

• Create a Wayfinding/Interpretive signage system for the historic business district that utilizes vehicular signage from interstate exits and includes the pedestrian signage for walking within district.

• Implement the recommendations in the NMMS MainStreet’s Carrizozo Image Development and Branding strategy report (included in appendix) and work with NM Tourism to build on the New Mexico True brand and marketing.

Street and Pedestrian Improvements:

• Work with NMDOT on implementing the pedestrian, bike and safety improvements to Central Avenue (Hwy 54) through NMDOT’s STIP process.

• Place the proposed 12th Street and Central Avenue improvement projects on the Town’s ICIP, pursue Legislative Capital Outlay, and work with the Regional Transportation Planning Office/NMDOT on pursing the appropriate funding sources (ATP, TAP, STP, HSIF, Enhancement funds) for these improvements.



Appendix

According to a report prepared for the New Jersey Department ofTransportation (“Scoring Formula for New Jersey’s Main Streets,”Rutgers University, March 2003) the attributes of a main streetthat significantly affect how people view the street include:

• The proportion of street frontage with active commercial uses• The proportion of street frontage with dead space, such as

vacant lots, parking lots and blank walls• The proportion of street frontage with parked cars generating

activity, buffering the roadside and slowing traffic• The proportion of the street with a tree canopy• The number of travel lanes, where streets with more than two

lanes are perceived as having higher speeds, more traffic andbeing less attractive

• Average sidewalk width, with wider facilities providing morepublic space and greater levels of activity (see Figure 2)

• Visible curb extensions

Main streets used to be the principal thoroughfares of Americantowns, where people could find all types of goods and services.They were the center of commercial, social and civic activities.Main streets thrived until the 1960s and 1970s, when larger-scale, auto-oriented shopping centers became popular. Manycommunities now are revitalizing their main streets to return toa traditional small-town mercantile environment or are creatinghybrids of traditional and contemporary commercial centers.

The value of today’s main streets is summarized in this quotefrom Portland Metro’s Main Street Handbook: “Main streetsflourish because they provide a variety of goods and services, apleasant community environment and efficiency for those whofrequent them. When people do their shopping at a main street,they simply accomplish more with less travel, and may find theexperience more entertaining.”

Creating Quality Main StreetsMain streets may be located in any context zone, but are mostcommonly found in suburban (C-3), general urban (C-4) andurban center (C-5) contexts. They are usually short segments ofarterial or collector streets, often only a few blocks in length.They are within a grid or interconnected system of local streetsserving the commercial center of town.

Land uses comprise compact, mixed-use development, some-times with a strong retail and entertainment emphasis, or anequal mix of residential and commercial. The buildings are low-scale (generally one to three stories), are oriented to the streetwithout setback and are closely spaced, as shown in Figure 1.Parking lots or garages are located behind or to the side ofbuildings. Public parking comprises on-street parking and publicparking facilities that support a “park once” environment.

The design of main streets includes wide roadsides that supportactive uses such as street cafes, social interactions, strolling andwindow-shopping. Main streets, by tradition and design, arepedestrian friendly. Main streets typically are no wider than two

travel lanes, provide on-street parking and may contain bicyclelanes. The key ingredients for a successful main street include:

• The architecture of the adjacent buildings, urban designfeatures, the appearance of the street frontage and theprovision of public spaces

• The types and mix of uses, particularly those that generatepedestrian activity and create an active day and evening place

• The design of the street to accommodate all modes• A public parking strategy that encourages walking

Context Sensitive Solutions in DesigningMajor Urban Thoroughfares for Walkable Communities

Figure 2. Wide roadsides, created by setting back severalbuildings, provide for public spaces and future street cafes.

Fact Sheet 7 – Main Street Design

Figure 1. Buildings on main streets can be one to threestories tall, close together and built up to the roadside.Source: Reid Ewing and Michael King.

Overview

The CSS publication was developed to provide plannersand designers with guidance and information for usingflexibility in existing American Association of StateHighway and Transportation Officials (AASHTO) policyand information for context sensitive solutions (CSS) indesign of major urban thoroughfares (arterials andcollectors). The report was a joint effort between theInstitute of Transportation Engineers and the Congress forthe New Urbanism, sponsored by the Federal HighwayAdministration and the Environmental Protection Agency.

The publication describes:• The importance of integrating the principles of CSS in

urban roadway improvement projects,• How CSS principles can be used in the transportation

planning and project development processes, and• Specific guidance on thoroughfare cross-section and

intersection design.

The publication, published as an ITE ProposedRecommended Practice to supplement existing AASHTOpolicies and information, provides the user community anopportunity to use the new guidance and information,then to provide suggestions for improvements to beincorporated into the final ITE recommended practice.

control vehicles selected (see Fact Sheet 3, “Design Controls inCSS”). Crosswalks need to be allowed on all approaches of theintersection. Mid-block crossings are usually not necessary due toshort block lengths, but may be considered where blocks areunusually long.

Main Street Design ParametersFigure 4 provides general design parameters for commercialstreets and avenues in context zones C-3 through C-5 that maybe applicable in the design of main streets.

Implementing Angled Parking on Main StreetsAngled parking is one strategy to maximize the public parkingsupply on main streets. On low-volume, low-speed collectoravenues and streets in commercial areas, where sufficient curb-to-curb width is available, angled parking may be appropriate.Angled parking can be implemented on both sides of the street,or on one side of street with parallel parking on the other side(see Figure 5). On some main streets, angled and parallel parkingare alternated in each block. Angled parking can create sightdistance problems associated with cars backing out of parkingspaces. The use of reverse (back-in) angled parking in some citieshas overcome these sight distance concerns and is consideredsafer for bicyclists.

Factors that Create Main Street ThoroughfaresThe roadway designer needs to consider a number of factors tocreate an appropriate main street environment, often requiringtrade-offs such as balancing traffic throughput with economicdevelopment goals.

Traveled WayIn designing the traveled way, consider three important factors:speed, width and parking. Because of the pedestrian-orientednature of main streets, the target speed should be kept low (20to 25 miles per hour), even on principal arterials. This speed notonly improves users’ perception of the street, but creates a saferenvironment, accommodates frequent parking maneuvers andis consistent with restricted sight distances encountered inurban places. The width of the traveled way affects users’perceptions of the speed and volume of the street. Wide streetsmay be perceived as a barrier to crossing, where frequentcrossings are desired and encouraged. Typically, main streets aretwo lanes wide with parallel parking on both sides, resulting ina traveled way width of 38 to 40 feet or 48 to 50 feet on streetswith bicycle lanes. Wider streets may be required toaccommodate angled parking. More travel lanes may beappropriate based on community objectives. On-street parkingis an important feature on main streets. It provides a source ofshort-term parking for adjacent retail and service uses, bufferspedestrians from traffic and produces street activity.

RoadsideRoadside design requires the width to accommodate anticipatedlevels of activity. Of all thoroughfare types, the provision ofdistinct roadside zones is very important on main streets. Theclear pedestrian throughway should be wide enough, at aminimum, to allow two people to walk side-by-side. Thefrontage zone should allow for window-shopping, seating,displays and pedestrian activity at building entrances (seeFigure 3). The furnishings zone needs to accommodate manyfunctions, including street trees, planting strips, street furniture,utilities, bicycle racks, transit facilities and public art. Ifcommunity objectives desire and regulations encouragerestaurants, ensure the roadside furnishings zone can accommo-date street cafes. The edge zone will need to accommo-datefrequent car door openings, parking meters and signing.

IntersectionsMain street intersection design should emphasize slow speeds.Intersections should be as compact as possible with shortcrossing distances, using curb extensions where possible. Curbreturn radii should be minimized and based on the design and

Contact: Institute of Transportation Engineers, Philip Caruso or Lisa Fontana Tierney, 1099 14th Street, NW, Suite 300 West,Washington, DC, 20005. Phone: 202-289-0222; Fax: 202-289-7722; www.ite.org.

Publication sponsored by: Federal Highway Administration, Environmental Protection AgencyAdditional fact sheets are available.

Figure 4. General design parameters for commercially ori-ented main streets.Source: Kimley-Horn and Associates, Inc.

Figure 3. Even a narrow frontage zone can provideseating, merchandise displays, landscaping and otheramenities.

Figure 5. An example of alternating angled and parallelon-street parking on a downtown main street.

Fact Sheet 7 – Main Street Design

Complete Streets

Spark Economic RevitalizationThe Benefits of

Complete Streets 7

Complete Streets are designed and

operated so they work for all

users– pedestrians, bicyclists,

motorists and transit riders of all

ages and abilities. Communities that

adopt complete streets policies are

asking transportation planners and

engineers to consistently design and

alter the right-of-way with all users

in mind. Contact the National

Complete Streets Coalition

(www.completestreets.org) to

learn about the diverse groups

working together to enact complete

streets policies across the country!

www.completestreets.org

More than a decade ago, streets in downtown West Palm Beach were designed so drivers could quickly pass though without stopping. The properties downtown were 80% vacant, the city was $10 million in debt, and street crime was common. In an effort to revitalize a barren downtown, the mayor looked first to transportation investments, such as pedestrian crossings, traffic calming measures, and streetscaping. Today, West Palm Beach boasts a booming, safe downtown with an 80 percent commercial occupancy rate. Commercial and residential property values along the improved corridors have soared.1

Complete streets transformed West Palm Beach’s downtown into a friendly destination during the day, and in the evening.

Incomplete streets restrict economic developmentIn today’s landscape, retail and commercial development is often accessible

only by automobile along roads that have become jammed even on weekends. Potential shoppers are left with no choice but to fill up the tank and drive. For many, that can mean staying home. This is particularly true for seniors; research shows that that “half of all non-drivers age 65 and over – 3.6 million Americans – stay home on a given day because they lack transportation.”2 The economy cannot reach its maximum potential when buyers are unable to reach retail desti-nations.

Lack of transportation options also affects the workforce. In a 2006 Airport Corridor Transportation Association report on employment centers outside Pittsburgh, 30% of employers responded that transportation was the number one barrier to hiring and retaining qualified workers.3 Although bus routes serve a portion of the center, more than 50% of employees responded that there was no bus stop convenient to home or work. Other employees noted that they didn’t use public transportation because bus stops in the area had no sidewalks to safely reach their destination. The lack of a network of complete streets in and around this activity center makes it difficult to attract and retain employees.

Incomplete streets hinder economic growth and can result in lost business, lower productivity, and higher employee turnover.

(over)

Photos courtesy of Dow

ntown D

evelopment Authority,

West Palm

Beach

Complete Streets create viable, liveable communitiesCreating infrastructure for non-motorized transportation and lowering

automobile speeds by changing road conditions can improve economic conditions for both business owners and residents. When Valencia Street in San Francisco’s Mission District slimmed its traffic lanes to slow down cars and accommodate other users, merchants reported the street changes enhanced the area. Nearly 40 percent of merchants reported increased sales, and 60 percent reported more area residents shopping locally due to reduced travel time and convenience. Overall, two-thirds of respondents described the increased levels of pedestrian and bicycling activity and other street changes improved business and sales.4 A network of complete streets is more safe and appealing to residents and visitors, which is also good for retail and commercial development.

Street design that is inclusive of all modes of transportation, where appropriate, not only improves conditions for existing businesses, but also is a proven method for revitalizing an area and attracting new development. Washington, DC’s Barracks Row was experiencing a steady decline of commercial activity due to uninviting sidewalks, lack of streetlights, and speeding traffic. After many design improvements, which included new patterned sidewalks, more efficient public parking, and new traffic signals, Barrack’s Row attracted 44 new businesses and 200 new jobs.5 Economic activity on this three-quarter mile strip (measured by sales, employees, and number of pedestrians) has more than tripled since the inception of the project.

Complete streets also boost the economy by increasing property values, including residential properties, as generally homeowners are willing to pay more to live in walkable communities. In Chicago, homes within a half-mile of a suburban rail station on average sell for $36,000 more than houses located further away.6 Similarly in Dallas, the new public transportation rail line helped spur retail sales in downtown Dallas, which experienced sales growth of 33 percent, while the sales in the rest of the city grew 3 percent.7

1 Street Redesign for Revitalization, West Palm Beach, FL. Case Study No. 16. http://www.walkinginfo.org/pedsafe/casestudy.cfm?CS_NUM=16.2 Surface Transportation Policy Partnership. Aging Americans: Stranded Without Options. 2004. http://www.transact.org/library/reports_html/seniors/aging.pdf3 Airport Corridor Transportation Association (ACTA). Study of Improved Shared Ride Transportation Services to the Robinson/North Fayette Employment Center. October 26, 2006. http://www.acta-pgh.org.4 Drennen, Emily. Economic Effects of Traffic Calming on Urban Small Businesses. 2003. http://www.emilydrennen.org/TrafficCalming_full.pdf.5 Barrack’s Row Annual Report. 2006. http://www.barracksrow.org/public/AnnualReports/BAR-001-AnnualRprtv4.pdf.6 American Public Transportation Association. Public Transportation Means Business. http://www.apta.com/government_affairs/tea21/documents/brochure_transit_means_business.pdf.7 APTA. Public Transportation Means Business.

The Benefits ofComplete Streets 7

Complete Streets Steering Committee OrganizationsAARP

Alliance for Biking and Walking

America Bikes

America Walks

American Council of the Blind

American Planning Association

American Public

Transportation Association

American Society of

Landscape Architects

Association of Pedestrian and

Bicycle Professionals

City of Boulder

HNTB

Institute of Transportation Engineers

League of American Bicyclists

McCann Consulting

National Association of Area Agencies

on Aging

National Center for Bicycling

and Walking

Safe Routes to School National

Partnership

Smart Growth America

SvR Design Company

National Complete Streets Coalition1707 L St NW, Suite 1050

Washington, DC 20036

(202) 207-3355

[email protected]

www.completestreets.org

Complete streets in North Carolina attract more tourists: in 2004, NC DOT invested $6.7 million in bicycling infrastructure which brings in $60 million annually from visitors.

Complete StreetsSpark Economic Revitalization

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ighw

ay c

ross

road

s tra

vele

d by

regi

onal

tour

ists,

it is

poise

d to

at

tract

visi

tors

attr

acte

d by

its

artis

tic, f

unky

, and

rela

xing

cha

rms.

The

com

mun

ity's

visi

on fo

r the

fu

ture

is a

rticu

late

d th

roug

h se

vera

l pl

anni

ng p

roce

sses

.

Pro

ject

150

0 ca

lls fo

r gr

owin

g th

e lo

cal p

opul

atio

n fro

m

1,00

0 to

1,5

00 b

y Ju

ly 4

, 201

7.

Tow

n Co

mpr

ehen

sive

Pla

n im

plem

enta

tion

actio

ns in

clud

e:

D

evel

op e

ntra

nces

that

iden

tify

the

com

mun

ity a

nd si

gnify

prid

e S

low

traf

fic in

Car

rizoz

o th

roug

h tra

ffic

cal

min

g m

easu

res

S

eek

gran

ts a

nd lo

ans f

or e

cono

mic

de

velo

pmen

t M

aint

ain

and

enha

nce

com

mer

cial

and

in

dust

rial a

reas

E

ncou

rage

sm

all b

usin

ess d

evel

opm

ent

coun

selin

g an

d gr

ants

E

ncou

rage

his

toric

pre

serv

atio

n-re

late

d to

uris

m

Top

goal

s in

the

Two-

Yea

r Co

mm

unity

Bus

ines

s Pla

n in

clud

e:

E

xplo

re w

ays t

o cr

eate

new

jobs

P

rom

ote

and

expa

nd e

xist

ing

busi

ness

es

A

ttrac

t ret

ail a

nd p

rofe

ssio

nal s

ervi

ces

P

rom

ote

cultu

ral t

ouris

m

Do

es t

he

busi

nes

s dev

elopm

ent

pro

spec

t re

info

rce

dow

nto

wn

's

ma

rket

posi

tion a

nd h

elp t

he

com

munit

y ach

ieve

its

mark

et

visi

on?

Carri

zozo

offe

rs a

div

erse

mix

of

both

loca

l- an

d tra

vele

r-se

rvin

g bu

sines

ses.

Busi

ness

clu

sters

incl

ude

antiq

ues /

ar

t gal

lerie

s / g

ifts /

bou

tique

s /

clot

hing

, lod

ging

, gro

cery

and

co

nven

ienc

e st

ores

, pro

fess

iona

l se

rvic

es, a

nd p

erso

nal s

ervi

ces.

D

oes

the

busi

nes

s dev

elopm

ent

pro

spec

t st

rength

en t

he

busi

nes

s m

ix

and b

uil

d a

busi

nes

s cl

ust

er?

Carri

zozo

ser

ves m

ultip

le c

usto

mer

m

arke

t gro

ups:

9

96 p

erso

ns, w

ith a

m

edia

n ag

e of

47.

4 ye

ars;

49%

H

ispa

nic

(US

Cen

sus B

urea

u, 2

010)

T

own

trade

are

a

1,0

36

peop

le li

ve w

ithin

a 1

5-m

inut

e dr

ive

of C

arriz

ozo

Mar

ket,

400

Cen

tral

Ave

nue;

with

a to

tal r

etai

l plu

s ea

ting

and

drin

king

pla

ces b

uyin

g po

wer

of $

14.8

mill

ion

(Nie

lsen

C

larit

as, 2

014)

ann

ual a

vera

ge d

aily

traf

fic

(AA

DT)

stat

istic

s sho

w th

at m

ore

than

2,5

00 v

ehic

les p

ass b

y C

arriz

ozo

Mar

ket e

ach

day

(NM

DO

T, 2

012)

to e

mpl

oyer

s in

the

com

mun

ity c

ore

also

repr

esen

t a c

usto

mer

gro

up

W

ould

the

busi

nes

s dev

elopm

ent

pro

spec

t li

kely

att

ract

suff

icie

nt

cust

om

ers

from

targ

et m

ark

et

gro

ups?

Reta

il co

nsum

er d

eman

d an

d sa

les

perfo

rman

ce a

naly

ses s

how

unm

et

loca

lly-g

ener

ated

con

sum

er d

eman

d in

seve

ral k

ey c

omm

unity

-bas

ed

busin

ess c

ateg

orie

s. (E

SRI,

2013

; N

ielse

n Cl

arita

s, 20

14)

Thes

e m

arke

t gap

s rep

rese

nt

busin

ess d

evel

opm

ent o

ppor

tuni

ties

thro

ugh

expa

nsio

n of

exi

sting

bu

sines

ses o

r cre

atio

n of

new

bu

sines

ses:

G

ener

al m

erch

andi

se

M

isce

llane

ous s

tore

reta

ilers

S

porti

ng g

oods

, hob

bies

, boo

ks, m

usic

C

loth

ing

and

clot

hing

acc

esso

ries

B

uild

ing

mat

eria

ls, l

awn

and

gard

en

supp

ly

H

ealth

and

per

sona

l car

e st

ores

F

urni

ture

and

hom

e fu

rnis

hing

s

Does

the

busi

nes

s dev

elopm

ent

pro

spec

t se

ek t

o f

ill

a b

usi

nes

s gap o

f

unm

et d

emand i

n t

he

trade

are

a? If

not,

would

obta

inin

g a

mark

et s

hare

fr

om

exi

stin

g b

usi

nes

ses

be

a v

iable

st

rate

gy?

Carri

zozo

affo

rds a

mpl

e pr

ime

busin

ess l

ocat

ions

to p

rovi

de sp

ace

for g

row

ing

vent

ures

that

impr

ove

the

busin

ess m

ix, e

nhan

ce lo

cal

qual

ity o

f life

, rew

ard

visit

ors a

nd

attra

ct n

ew in

vestm

ent.

Com

mun

ity g

atew

ays s

uch

as a

t the

cr

ossr

oads

of H

ighw

ays 3

80 a

nd 5

4 pr

ovid

e str

ateg

ic lo

catio

ns fo

r hig

h vi

sibi

lity

and

acce

ssib

ility

. K

ey la

ndm

arks

like

Roy

's Ic

e Cr

eam

Pa

rlor p

rovi

de a

uthe

ntic

, hist

oric

se

tting

s for

new

bus

ines

ses t

hat

appe

al to

loca

ls a

nd v

isito

rs a

like.

12

th S

treet

offe

rs a

won

derfu

l, ar

tistic

ped

estri

an e

nviro

nmen

t for

th

e tra

velin

g pu

blic

to g

et o

ut o

f the

ir ca

rs, s

tretc

h th

eir l

egs,

and

open

thei

r w

alle

ts.

With

new

, sup

erio

r ret

ail i

nves

tmen

t ne

ighb

orin

g Ca

rrizo

zo M

arke

t, th

e 4t

h an

d Ce

ntra

l int

erse

ctio

n is

an

exam

ple

of a

prim

e bu

sines

s lo

catio

n.

Is t

her

e su

itable

space

to h

ouse

the

busi

nes

s dev

elopm

ent

pro

spec

t?

Wil

l th

e lo

cati

on w

ork

wel

l in

cr

eati

ng s

yner

gy

wit

h o

ther

busi

nes

ses

and b

usi

nes

s cl

ust

ers?

Ca

rriz

ozo

Bu

sin

ess

Dev

elo

pm

ent

Ma

trix

, New

Mex

ico

Ma

inSt

reet

, Fro

nti

er C

om

mu

nit

ies

Init

iati

ve, M

arc

h 2

1, 2

01

4

2

C

arri

zozo

Bu

sin

ess

Dev

elo

pm

ent

Targ

ets

(1. E

xist

ing

Bu

sin

ess

es

to T

arge

t fo

r St

ren

gth

enin

g o

r Ex

pan

sio

n; 2

. Ne

w B

usi

nes

s R

ecru

itm

ent

Targ

ets)

B

usi

nes

s:

↓

Mar

ket

Po

siti

on

, Vis

ion

B

usi

ne

ss M

ix, C

lust

ers

Ta

rge

t M

arke

ts

Mar

ket

Sup

po

rt

Stra

tegi

c Lo

cati

on

s

The

Shir

e G

hilli

e D

hu

seek

s stre

ngth

enin

g.

Fran

Alti

eri a

nd G

wen

Rog

ers

have

vol

unte

ered

to h

elp

the

owne

r exp

lore

stra

tegi

es.

Th

is bu

sines

s ser

ves t

he

com

mun

ity v

isio

n of

pr

omot

ing

loca

lly-

grow

n en

terp

rises

that

fe

atur

e un

ique

Ca

rrizo

zo a

rts.

Pa

rt of

the

arts

/ gift

s /

bout

ique

s clu

ster.

It

feat

ures

cus

tom

-des

igne

d cl

othi

ng, h

andm

ade

jew

elry

and

oth

er a

rts

good

s, m

ade

prim

arily

on

the

prem

ises.

Se

rves

vis

itors

and

loca

ls.

Clo

thin

g, m

iscel

lane

ous r

etai

l, an

d ho

me

furn

ishin

gs a

re

unde

rser

ved

mar

kets.

Th

is ex

istin

g bu

sines

s is

loca

ted

on 1

2th

Stre

et in

th

e pe

destr

ian-

orie

nted

cl

uste

r of g

alle

ries a

nd

shop

s. D

irect

iona

l si

gns a

re n

eede

d to

hel

p cu

stom

ers f

ind

thei

r w

ay to

12t

h St

reet

.

The

Bike

Sho

p w

elco

mes

gui

danc

e on

str

engt

heni

ng th

e bu

sines

s.

spec

ialty

serv

ice

for t

he

regi

on.

A

s a b

usin

ess t

hat h

elps

lo

cals

from

nee

ding

to

leav

e to

wn

for s

ervi

ce, a

s w

ell a

s one

that

pro

vide

s re

pairs

for o

ut-o

f-to

wne

rs, t

his b

usin

ess i

s pa

rt of

bot

h lo

cal-

and

visi

tor-

serv

ing

clus

ters

.

Se

rves

loca

l and

regi

onal

re

siden

ts pl

us v

isitin

g m

otor

cycl

e en

thus

iasts

.

D

raw

s fro

m lo

cal,

regi

onal

, and

to

urist

dem

and.

This

exist

ing

busin

ess i

s w

ell-s

ituat

ed a

t Ca

rrizo

zo's

sout

hern

hi

ghw

ay 5

4 ga

tew

ay

(Cen

tral A

venu

e).

Del

iver

y Se

rvic

e a

n id

ea fo

r an

entre

pren

euria

l ve

ntur

e th

at m

akes

pur

chas

es

in R

uido

so a

nd b

rings

them

ba

ck to

Car

rizoz

o re

siden

ts,

savi

ng th

em fr

om e

xtra

trip

s fo

r the

goo

ds th

ey w

ant.

Th

is ty

pe o

f ser

vice

wou

ld

boos

t Car

rizoz

o liv

abili

ty a

nd lo

wer

in

divi

dual

s' tra

nspo

rtatio

n co

sts.

A

pic

k-up

and

del

iver

y se

rvic

e w

ould

hel

p to

fill

gaps

in th

e lo

cal

avai

labi

lity

of d

esire

d go

ods.

W

ould

serv

e re

siden

ts.

A

ddre

sses

unm

et lo

cal d

eman

d fo

r goo

ds th

at m

ay n

ot ri

se to

th

e vo

lum

e ne

eded

for

viab

ility

of a

n in

-tow

n st

ore.

Pe

rhap

s a w

eekl

y or

se

ason

al "p

op-u

p" st

ore

coul

d be

stoc

ked

with

go

ods b

roug

ht in

from

ou

t of t

own.

Res

ale

Clo

thin

g / T

hrift

N

ew B

egin

ning

s, a

succ

essf

ul th

rift s

tore

, rec

ently

cl

osed

. A

new

stor

e of

this

type

may

be

a ne

eded

and

vi

able

bus

ines

s pro

posit

ion.

Th

is ty

pe o

f bus

ines

s w

ould

add

ress

the

visi

on o

f mee

ting

the

need

s of d

iver

se

resid

ents,

loca

lly.

Su

ch a

stor

e w

ould

co

mpl

emen

t sev

eral

ex

istin

g bu

sines

s cl

uste

rs.

W

ould

serv

e a

dive

rsity

of

resid

ents,

from

lo

wer

-inco

me,

yo

unge

r fam

ilies

sh

oppi

ng fo

r clo

thes

, to

mor

e af

fluen

t re

tiree

s aug

men

ting

thei

r col

lect

ions

.

U

nmet

loca

l dem

and

is pr

esen

t fo

r clo

thin

g, m

isce

llane

ous

reta

il, a

nd h

ome

furn

ishin

gs.

Pe

rhap

s the

form

er th

rift

stor

e's lo

catio

n on

E

Stre

et c

ould

be

cons

ider

ed.

Seve

ral

othe

r loc

atio

ns e

xist

on

Cent

ral o

r 12t

h St

reet

.

Res

taur

ant

Loc

al re

siden

ts w

ith b

usin

ess

expe

rienc

e m

ay b

e in

tere

sted

in st

artin

g up

a fu

ll-se

rvic

e re

staur

ant.

Car

rizoz

o's

busin

ess d

evel

opm

ent t

eam

co

uld

help

them

laun

ch.

A

resta

uran

t wou

ld se

rve

the

visio

n of

a th

rivin

g,

dyna

mic

bus

ines

s di

stric

t tha

t app

eals

to

both

loca

ls a

nd v

isito

rs.

A

full-

serv

ice

resta

uran

t w

ould

com

plem

ent

tour

ist- a

nd lo

cal-s

ervi

ng

esta

blish

men

ts cu

rrent

ly

in th

e bu

sines

s mix

.

Lo

cals

and

visi

tors

wou

ld

be c

usto

mer

s.

The

com

mun

ity is

und

ersu

pplie

d in

the

full-

serv

ice

resta

uran

t ca

tego

ry.

Lo

catio

ns o

n Ce

ntra

l, on

12

th, a

nd e

lsew

here

, co

uld

be e

ffect

ive.

Frontier Community – Carrizozo Image Development and Branding Strategy

ProvidedbyNewMexicoMainStreetPromotionsProgramAssociate‐[email protected]

Carrizozo Works applied for the Frontier Communities Initiative of New Mexico MainStreet for assistance with Image Development and Branding. Our team visited Carrizozo in October to meet with community members and the board of Carrizozo Works. The community meeting brought together around 70 people who shared their thoughts on the “flavor” of Carrizozo. Throughout the evening we heard a lot of good descriptors of the town like:

United community spirit Peaceful place to live Access to opportunities Beautiful vistas

We also heard that there are things the community lacks:

Amenities for residents Amenities for tourists A common community calendar A “connector” to events in surrounding communities

It was obvious that those who were at the meeting are interested in finding ways to improve their community and promote it to potential visitors and tourists. We went through several activities and asked people to share their thoughts on Carrizozo. It was a lively and positive discussion. (See the list at the end of this document.) Image development and branding a community is sometimes very obvious, and other times, it simply takes time and work to develop the brand. We believe that the latter is the case for Carrizozo. The following document outlines the assets and challenges we observed and an action plan to get started in developing a brand. Team: Robyne Beaubien, NMMS Promotions Program Associate Keith Kjelstrom, NMMS Economic Positioning Associate Angela Herrera-Castillo, NM Tourism Department



General Observations

Carrizozo, NM is a little community with a big heart and lots of potential.

The anchors of the community, business wise, are the gas stations at the cross-roads.

A team is assembled and ready to work with a track record of success.

General Challenges

Like most small communities in New Mexico and throughout the country, they are struggling economically.

Attracting people passing through to venture off the crossroad area.

Balancing the needs of residents and potential tourists.

No specific natural or man-made product or place to market. Image Development Assets

Connectivity – Carrizozo is at an intersection that is well traveled by visitors. It is also within a day trip to other tourism communities.

Sense of Place – Carrizozoans know who they are. They chose to live in this peaceful location and are passionate about their town.

County Seat – local traffic naturally flows here because of this government agency.

Roy’s – A unique and authentic representation of the history and community of Carrizozo.

Image Development Challenges

Lack of “something” to focus on. Why should someone visit this community?

Lack of amenities. When people arrive, what do they do? While there are a few restaurants and hotels, there is room for improvement to attract visitors with expendable income.

Perception. The community it has not been able to stop or draw many

visitors. People passing through only see the highway intersection.



SWOT ANALYSIS By Audrey Herrera-Castillo with NM Tourism Below is a list of observations from a Tourism viewpoint. Strengths

Support - Strong community and local government support. Location at a cross roads with two directions leading toward cities which

have an established tourism base. Motivation (This goes a long way!) Accomplishment, much had been accomplished in short time, identifying

motivation and actual action, not just talk. Roy's! Many people I spoke with after my trip knew Roy's. Put a

sandwich board sign out at the cross roads saying "homemade Ice Cream at Roy's malt shop!" With an arrow(s)/signs leading them to Roy's front door, then DELIVER! Serve up the best homemade ice cream and win new fans, but grab them before they turn up the hill to Ruidoso. Have a Facebook page where they can talk about you and post pics right away, while they are eating their ice cream. This is fee advertising!

Open Space at crossroads - perfect location for the Trinity festival or the aspencade burger stop! Get a food truck to set up or just have BBQ grills serving up trinity burgers, roast some chilies, have Roy's out there with ice cream and have artist tents set up to make it attractive for people to stop along their way.

Weaknesses

Lack of focus when it comes to promotion, trying to do too many things at once, pick something and do it well. (Leads into O-opportunities).

Lack of identity - who is Carrizozo? What makes you different? Why will someone stop to visit? What can they get from you that they can't get from anywhere else in the area? What are your current assets? Pick one thing and do it well. Be known for this one thing. Your brand is New Mexico True... Carrizozo is New Mexico True and we are the home of.... ???? Use us, our website to tell your story to 1.5 million unique visitors each year, use our templates to create your ads, use our expertise to help you accomplish this... All for FREE!

Restaurants - at the moment consider attracting visitors for day trips, so you don't have to worry about feeding them breakfast until the restaurant situation had improved.

Hotels - I can only speak about the property we stayed at, the Rainbow Inn, the property was nice, clean and the staff was friendly. With a $45 per night rate they are underselling themselves. I travel NM a lot and that room could reasonably rent for $60. This increase in rates could help them to remodel rooms one at a time, developing "suites" or "deluxe



accommodations" for $70 per night. This deluxe room would have a quality mattress, Starbucks coffee or Kuerig, Egyptian cotton sheets and quality towels. People would definitely pay $70 for those amenities AND I would brag about it on social media. More people will come. Read the current reviews on trip advisor for this property, all good, nice, clean but mostly "cheap."

Opportunities

Existing events - you identified a few events that are already held with good success, keep doing these, advertise them to the guests in you neighboring communities. Tell them you have something going on. Our research shows that people travel for fairs, festivals and events.

Neighboring communities’ event calendars - research the major embers held in Ruidoso and in Alamogordo, I have contact names if needed, compare the dates of your established events with the dates of their established events. If they are on the same weekends, hit your neighbors heavily with your event notifications, the people visiting them will be looking for a fun day trip event.

Don't try to reinvent the wheel. Take what you are already doing well and tell others, possibly change the date to coincide with major events in your neighboring communities.

Threats

Leakage - spending your money elsewhere, difficult economic fix but if you start having more people stop along the way the community will begin to see an increase in get and things will begin to look up over time.

Gather more people to really help, two people can do a lot but two people can get burnt out quicker than if the load is shared. A lot has been done and there is more to do, help ensure the effort will continue for years to come.

The reality of Carrizozo cider, (or lack thereof), this could really come back to bite you. Don't let this be the thing you be become known for.



Image Development and Branding Summary Carrizozo has potential. As with many small towns in New Mexico, and across the country, the economic decline has impacted the vitality of the community. This makes for a challenging atmosphere to develop a brand. Currently, there is not a strong or obvious focus for Carrizozo to grab ahold of and use to brand the town. Our recommendation would be to capitalize on the NM True brand and feature “Carrizozo is NM True.” Our action plan will outline some strategies for creating this brand. With a limited retail, restaurant and motel stock in town - and a stronger tourism market in Ruidoso – there will need to be an organized effort to upgrade these services to appeal to a broader tourism market. We will not address this issue in the action plan, but encourage the community to explore ways to support these businesses and help them make improvements. Carrizozo has spirit. Our team was made very welcome and found the community to be warm, gracious and extremely hospitably. These are wonderful qualities to build on in branding Carrizozo and attracting residents and tourists. “Stay for a while… you may never want to leave!”



Carrizozo Image Development/Branding Action Plan A brand is a promise. As we shared during our visit, it is imperative that any image or brand is a true representation of the community. Although there is not an obvious focus for a unique brand, there is ample opportunity to market Carrizozo as a destination under the NM True brand. Below are five areas that we believe the community will be able to address immediately. 1. Focus – Our recommendation is to build on the NM True brand. Because of this, there is not a need for a specific community logo, but one may be created if your desire. Activities:

1. Select five action images that represent the community. These images will become the standard images to use across the board in collateral materials.

a. Look for images that “tell a story” – images that show people interacting with each other and the environment

b. The pictures should be an authentic representation of Carrizozo – people interacting at a local event, the concert pianist, music in the park, etc.

c. Capitalize on the talents of your local photographer for great images

d. Use a variety of activities in the images 2. Develop a logo (optional)

2. Website – develop a tourism/visitor based web presence that could also house a community calendar. Activities:

1. Decide who will take the lead on this activity 2. Choose and purchase a domain name 3. Select a web host to “park” the domain 4. Set up a simple wordpress website

a. Use action photos from Action 1 b. Create a calendar

5. Maintain website with regular updates (weekly at the least) 3. NM Tourism Partnership– work with NM Tourism to create 1-3 different ads/templates for marketing the community. Remember the focus.



Activities:

1. Decide who will take the lead on this activity 2. Select 3-5 images 3. Visit the NM Tourism website and sign up for their resources 4. Explore resource templates for ads and other marketing products 5. Connect with Audrey or Jordan for assistance with resources and ads

(this can be the place to create ads for #5 below) 4. Community Calendar – There is a need for a comprehensive “one-stop” calendar for community activities. Since Carrizozo is small, this could be as simple as everyone submitting his or her activities to the city for posting. Our recommendation would be to set up a community calendar within the new tourism focused website. Activities:

1. Decide who will take the lead on this activity 2. Hold a meeting with all stakeholders – community leaders, City,

County, other organizations, event planners 3. Create an email list for all stakeholders to communicate together 4. Create an access to the community calendar on the website for

stakeholders to add their events 5. Collateral Materials – Creating products to compliment the design of the website and drive traffic to the website and to Carrizozo. Activities:

1. Create a tourism brochure or rack card that can be distributed to tourism centers, motels, restaurants, nearby communities, etc

2. Create a relocation brochure/packet for recruiting new businesses and residents

3. Create 2-3 ads in several formats for use in print and on the Internet 6. Beautify the highway intersection – This would be a design project. There is an opportunity to use the space at the intersection to draw people into the community. Making it more welcoming and adding directional signage would help to peak the interest of those driving through. We would recommend that Carrizozo apply for design assistance through the Frontier Community Initiative.



Public Meeting Feedback Below is a list of the responses given during the public meeting. Some answers have been consolidated or slightly modified for clarity. What do you love about Carrizozo?

Space Peaceful place No city hustle-bustle Sacred mountain – energy Sky, clouds, sunset White Sands – no commercial air traffic People – who care about others, focus on others Low crime It is home Potential – but we need more business Multi-cultural Long history, rich history Low cost of living 20-40 miles to skiing, hiking, and other amenities Recreational opportunities Small town things – small schools, neighbors who know you, Knowing we can rely on each other in tough times Potluck capital

What are Carrizozo’s assets?

Intangible o You can be who you are in this place o A real town with real people

Events o Fireworks – 4th of July o Music in the park – summer concert series o Fiesta in August

Activities o Hunting o Hiking

Natural o Wind

Amenities o Grocery store o Museum o Courthouse



o Airport o Library o Golf Course o Railroad

Other o Safe place o The people o Walkability o Artists and Artisans who live here o People who have chosen to come here in the last 20 years o Churches, Clubs, Organizations o Good volunteers o Luminarias o New Horizons for disabilities o Movies made here

Describe Carrizozo in one word.

Friendly Viable Caring Peaceful Family Real Crossroads Transformation Historic Western Clear Unique Creative Beautiful Wind Magic

Why do people stop in Carrizozo?

Gas Spend the night

Why do you stop in other communities?

Signage Shopping Good restaurant



Great things to do Scenery History markers Reviews from google, yelp, and other social media

What do you do in Carrizozo for fun?

Visit each other Events throughout the year Hike – other recreational activities

What is challenging about living here?

Lack of things we “need” o Art supplies o Craft supplies o Car wash o Jobs o Pharmacy o Electronics o Sundries store o More restaurants and retail

Things happen slowly – can be frustrating to get things done

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