Las Cruces City Council Work Session: Economic Development & MRA Program – August 10, 2026
STREAMING COPY IN PREPARATION — RECORDING AVAILABLE FROM THE ORIGINAL SOURCE
Las Cruces City Council Work Session: Economic Development & MRA Program – August 10, 2026
This work session focused on annual performance updates from two key economic development partners—Film Las Cruces and the Mesilla Valley Economic Development Alliance (Mavita)—and introduced a new Metropolitan Redevelopment Area (MRA) Property Reinvestment Program. The session included detailed presentations, testimonies from local businesses, and council discussion on strategic priorities, funding, and project oversight.
Discussion Items
-
Film Las Cruces Annual Update
Presenter Andrew Hada highlighted that the film office achieved all baseline metrics: 40 location packages, 288 production days (plus 150 pre/post days), 13,722 worker days, and a local spend of $12.2 million directly ($19.5 million total economic impact). Las Cruces accounted for 13 of 63 total state productions (21%) and 70% of record rural film spending ($41.5 million). The office also reported 9,803 hotel room nights ($1.5 million), 79 film permits, a crew database of 919, 219 vendors, and a location database of 1,078. Social media reach exceeded 313,000. Councilor Harris noted the nationwide film job contraction but was told Las Cruces is less affected due to a mix of union and non-union crews. Senator Steinborn clarified the city’s $95,000 annual investment yields over $200,000 in GRT and $45,000 in lodgers taxes annually. -
Mesilla Valley Economic Development Alliance (Mavita) Annual Update
Davin Lopez, Carlos Parra, Brian Garcia, and Jessica Lynn Robles presented a multi‑faceted review of marketing, project attraction, and capacity building. Marketing reached 850,000 C‑suite executives via publications, 397,000 organic social impressions, and 715,000 earned media impressions. Mavita participated in 27 trade shows and hosted 9 prospecting missions involving 91 companies. Four projects were completed: Endurance Technologies (41 jobs, $0.5M+ in incentives), Patriot Pouches (67 jobs), Gold Room Prop House (expansion), and Equipment Share (26 jobs, announced August 27). Total jobs from completed projects: 136, payroll $7.9 million, capital investment $26.45 million (exceeding the $17.5 million target). The 10‑year fiscal impact is estimated at $2.1 million in new local taxes, with a 576% return on investment. Councilor Harris raised concerns about competition with Texas and the importance of allowing rail service. Councilor Bencomo emphasized values of dignified wages and non‑extractive industries. Mayor Pro Tem Munoz noted GDP growth of 1.6% and job growth of 2.6% but acknowledged wage and business‑friendliness gaps. -
MRA Property Reinvestment Program
Elizabeth del Pozo presented a revamped program to encourage private investment in designated MRAs through property tax incremental abatements (7–14 years). Eligibility requires location in an adopted MRA plan, minimum project sizes (e.g., $1 million hard costs for housing, 8+ units; 4,000 sq ft for commercial), and a community benefit matrix scoring system (50 points for commercial/mixed‑use, 60 for housing). Extra points are awarded for affordable housing, catalytic projects, local business use, sustainability, and placemaking. The city holds title during the abatement period and can include clawback provisions. Councilor Harris praised the learning from past projects. The program will come to council for final approval on a project‑by‑project basis.
Key Outcomes
- No formal votes were taken during the work session; the presentations were informational and preparatory for future decisions.
- Councilors expressed support for continued partnership with Film Las Cruces and Mavita, with Mayor Pro Tem Munoz signaling a need to review funding levels to match desired outcomes.
- The MRA Property Reinvestment Program was well‑received and will move toward a formal policy adoption at a later council meeting.
- Councilor Harris explicitly stated opposition to recruiting hyperscale data centers due to resource extraction concerns, a sentiment echoed by Councilor Bencomo.
- Mavita invited council to the Equipment Share official announcement on August 27, 2026.
- The work session adjourned unanimously.
Meeting Transcript
Okay, well, welcome back. We're going to start our work session now, and we'll start with item number one, the annual updates for economic development partners, film Los Cruises and Miss Sea Valley Economic Development Alliance. This year we're gonna split it up between two different work sessions. So today we're gonna hear Film Las Cruces and Mavita, and then next work session, we're gonna hear downtown Las Cruces partnership and the farmers market. Um before I turn it over to Film Moscrucis, I do just want to say you are all invited to the film tour launch party tonight at 5 30 at the Rio Gran Theater. This has been a really fun project with Visit Las Cruces' Film Las Cruces in the city. So come have fun hear about film tourism. And with that, I will turn it over to Andrew. Hello, Mr. Mayor, uh Chair, Counselors. My name is Andrew Hada. I'm the film liaison here at Film Las Cruces. And here is our presentation. So we've added a couple more detailed slides just because we do know there's uh new members, so we wanted to make sure you guys are uh up to date. So this is just kind of informative. Uh, Film Las Cruces, we are the film office for Las Cruces, Doniana County, Mesia, and the City of Anthony. We offer streamlined liaison services for film, television uh productions for those areas, and our film liaisons are part of the association of film commissioners international, which is AFCI, which is just kind of the governing board of a lot of different uh film commissioners, and it is again international. What do we do? Well, we offer as a lot of film offices offer, we offer permits for Doniana County, Mesia, uh, Dona County, Sunland Park, and La City of Las Cruces. We do location packages and location scouts. Some of this stuff I will talk in more detail as we get to them, but just kind of giving you an overview. Location packages and location scouts are what we use to make uh to get productions interested in coming to Las Cruces. Once they get here, they'll try to use our crew, talent, vendor, and location database. And then, of course, once they get here, we assist them when they uh when they get here until they leave. And then we are also marketing to lure decision makers and productions. We have uh three member staff. It is myself, which is a film liaison, Elijah Viapando, who is our associate film liaison, and Amara Barden, who is our operations coordinator. We are a nonprofit and we're run by a board of of directors, including State Senator Jeff Steinborn, who is our president, Pepper Gallegos, who's our vice president, Christopher Stanley, who's our treasurer, Denise LaFranz, Unjaga, who is our secretary, Matt Burns, Stephen Osborne, Lynnwood Spinks, Natalie Schreander, Marilyn Brindis, Ross Marks, Loris Allen, and Jerry Ponzeca. And they make up different uh parts of the film, whether it's teaching at DACC and NMSU or just part of being in the industry. Okay, now to get into some of the numbers, uh, for inquiries. So again, of a location package is when a production is from out of town or even from here, and they have a script, and they want us, they want to see if they can make it here. So, one of the first things we do is call the location package where we take that script, we break it up by locations, and then we make them a package. And it's essentially says, you know, if there's a school in their script, we show them the schools that fit the script because sometimes they're older, sometimes they're newer. So we want to make sure that we have those schools on there, gas stations, something like that. So this way, even before they've come to Las Cruces, they know kind of what they're looking at and what they're looking for. Um, and so last year we sent about 40 of those. And then for crew and vendor information, that's usually once a production is in town, they start asking for the crew and the vendors. A lot of times, the productions, almost every time the productions, they don't really want to hire from Albuquerque here for Santa Fe because it's cheaper for them to hire here. They don't have to pay for hotels, they don't have to pay for per diem. So we want to make sure that they know what the crew is, the crew size, the crew uh contacts and everything like that. And the same thing with vendors. We want to make sure they know who the local vendors are so that when they start reaching out, asking for stuff, they know the point of contacts and everything like that. We'll talk a little bit more about that, but we also want to make sure the vendors know what it's like to work in film because it is a little bit different. After we send them the location package, if they are interested, we'll do what's called an in-person location scout. And that's where we take them to the different locations all over. Um, again, it's just kind of giving them a sampling so that they know that they can make their film here. We'll introduce them to the owners, we'll take them around. If well, a lot of times they use city property, so we'll show them that area just so they can start familiarizing themselves with the locations, and they can even start making those deals about when they want to uh rent them. Last year we did 13 productions all together. Uh, that is since about last July, we've had a production in town every single month in one way or another, whether it was filming, pre-production, or post-production, and that's kind of what that number reflects.
openpublica.com