Visit Albuquerque Announces Recipients of 2024 Tourism Grants

Program supports growth of diverse and thriving tourism economy in Albuquerque

Visit Albuquerque, the city’s official destination marketing organization (DMO), announces the recipients of the 2024 Tourism Grant Program. Now in its second year, the program’s goal is to spark innovative ideas that contribute to Albuquerque’s vibrancy and generate creative visitor and resident experiences that benefit and grow tourism along with building community.

Visit Albuquerque received an overwhelming response to this year’s Tourism Grant Program. A total of 74 applications were submitted, collectively requesting over $1.5 million in funding. Among a pool of exceptional applications, 28 projects and events were selected for their potential to help grow and strengthen a diverse and thriving tourism economy. A total of $510,000 will be awarded to the 2024 grant recipients.

“We are excited to champion these innovative projects that celebrate Albuquerque’s unique culture, stimulate economic growth and contribute to community enrichment,” said Tania Armenta, president and CEO of Visit Albuquerque. “These investments demonstrate our continuous efforts to elevate Albuquerque’s status as a premier destination for leisure travel, meetings and events. We are grateful that the Tourism Marketing assessment funding has made this program possible, and we are eager to see these projects come to life.”

The program is made possible due to revenue generated by the Albuquerque Tourism Marketing District (ATMD), a coalition of approximately 150 local lodging properties that agreed to an assessment for guests on overnight stays. Visit Albuquerque uses the assessed dollars to expand marketing of the city as a destination and enhance the visitor experience.

Two main levels of grant funding were available for the 2024 grant cycle: the Incubator level, which provides up to $10,000 for project implementation, and the Innovator level, which provides up to $50,000 for project implementation (this level requires a match). The awarded projects are:

Incubator Level Grantees:

• Albuquerque Little Theatre - $10,000 for “Echo in the Canyon: Lifting up Native, Indigenous, and Local Storytellers” literary festival
• Blackout Theatre Company - $5,000 for “Big Doors NM,” a collaborative multimedia project highlighting Albuquerque’s traditions and historic neighborhoods
• Cardboard Playhouse - $10,000 for “Second Saturdays,” a monthly event showcasing Albuquerque’s performing arts scene
• CLAY + CODA - $10,000 for “Modish Market,” a weekend-long event celebrating Albuquerque's mid-century modern design, history and cultural traditions
• CoCreations Candle Shop - $10,000 for “Scents of the Southwest,” candle-making classes geared toward travelers
• M’Tucci’s Bar Roma - $10,000 for the preservation and revitalization of the Jones Motor Company promenade
• Nob Hill MainStreet - $10,000 for "Rhythm and Roots on Route 66,” a weekend celebration of the Nob Hill neighborhood
• Santa Fe Art Tours - $10,000 for the relaunch of Albuquerque Old Town art tours
• The Mothership Alumni - $10,000 for infrastructure improvements to the Yrisarri building in Downtown
• Upside Goods Co. - $10,000 for a holiday market that will pair interactive experiences with a traditional holiday market

Innovator Level Grantees:

• AMP Concerts - $35,000 for “Winrock Free Concert Series,” six concerts happening in the summer of 2025 at the amphitheater at the Park at Winrock Town Center
• Artemis Promotions, Inc. - $10,000 for the 2nd Annual Lowrider Fest
• Blue River Productions - $45,000 for a chocolate and coffee week, with chocolate and coffee-related events, activities and dining experiences throughout the city
• Casa Flamenca - $20,000 to refresh the outdoor performance space
• Downtown Albuquerque MainStreet and Arts & Cultural District - $20,000 for the “Albuquerque Fermentation & Fungi Fest,” a celebration of fungi and all-things fermented
• Flamenco Works - $25,000 for “Fiesta Flamenca Burqueña,” an event bringing flamenco to downtown Albuquerque
• Flyby Provisions - $25,000 for “The Nightbird Trolley,” an experience connecting Old Town and Downtown small businesses
• Friends of the Orphan Signs - $25,000 for phase two of restoring, rehabilitating and renovating empty and abandoned local signage
• FUSION - $40,000 for the “Rising High Arts Festival,” which will include 11 days of arts activities in downtown Albuquerque
• Historic Old Town Association - $25,000 for initiatives to enhance the Old Town visitor experience, support local businesses and preserve the unique character of Old Town
• Luna and Luz - $40,000 for “SESSIONS,” an immersive experience into the arts and culture of the Southwest
• New Mexico Restaurant Association - $15,000 to bring back “Albuquerque Restaurant Week,” an annual event highlighting the city’s vibrant cuisine
• New Mexico Trade Alliance - $25,000 for “Space Valley Festival,” a new experience integrating Albuquerque’s rich cultural heritage with cutting-edge space exploration activities
• TourABQ - $25,000 for Route 66 Centennial trolley tours

In addition, four event applications were chosen to receive a Signature Event grant. These events will receive a combination of funding in the amount of $10,000 and a customized marketing campaign that will help ensure these long-established events continue to thrive. As part of its overarching marketing strategy, Visit Albuquerque works to promote the variety of signature and notable events that take place throughout the year.

The Signature Event grantees are:

• Day of the Tread – an annual Halloween- and Day-of-the-Dead-themed bicycle race
• Gathering of Nations – the largest Native American powwow in North America
• Mariachi Spectacular de Albuquerque – the largest and most comprehensive mariachi concert and conference event in the country
• Festival Flamenco – the largest flamenco event held outside of Spain

The grantees will soon begin implementing their respective projects, with oversight and collaboration from Visit Albuquerque. For more information on the Tourism Grant Program, contact grants@visitabq.org.

About Visit Albuquerque

Visit Albuquerque is an accredited destination marketing organization (DMO), and a private, not-for-profit organization [501(c)(6)]. The mission of Visit Albuquerque is to stimulate economic growth by marketing Albuquerque as a convention, sports and visitor destination. For more information, go to www.VisitABQ.org.