Arts & Cultural Heritage Tourism

Development and Diversification of New Products

Albuquerque is a city that harmonizes the worlds of science and art, showcasing the contributions of notable figures in each realm. In the realm of technology, Bill Gates and Paul Allen famously founded Microsoft in Albuquerque in 1975, operating out of a small office in the city before relocating to Washington state. In the arts, renowned author Rudolfo Anaya, best known for his novel "Bless Me, Ultima," lived and worked in Albuquerque for much of his life. The city also nurtured the talents of Neil Patrick Harris, who began his acting career as a child in Albuquerque before achieving widespread fame. In the sciences, Albuquerque has been a hub for research and development, particularly due to the presence of Sandia National Laboratories. Notable scientists like Paul Hommert, who served as the director of Sandia Labs from 2010 to 2015, have contributed significantly to national security and energy research while based in Albuquerque. Additionally, the University of New Mexico has been home to numerous accomplished researchers and academics across various scientific disciplines, further cementing Albuquerque's place in the scientific community.

Albuquerque also embraces the rich diversity of its people. The city takes pride in various cultural expressions, such as the lowriders cruising Central Avenue with admiration for their stunning cars. It also cherishes traditions like the annual Gathering of Nations, a Native American ceremonial gathering and the Ty Murray Invitational, a prestigious cowboy rodeo event. Additionally, Albuquerque celebrates the Mariachi Spectacular, showcasing the artistry and performances of talented Mariachi bands; and boasts some of the finest flamenco dance artists outside of Spain, further exemplifying its commitment to honoring diverse cultural expressions.

Develop and Promote Cultural Packages Around Key Signature Events

Strategy 1: Collaborate with local assets and attractions along with leisure event organizers to create cultural tourism packages around key events like Balloon Fiesta. Develop promotional packaging to describe destination experiences and the appeal to the targeted markets. Determine in-house and third-party vehicles to support the fulfillment of experiences for visitors who want to secure a multiple day stay with a designated “package”.
Visit Albuquerque's Role	Lead	Partners	Progress Made
	Visit Albuquerque	Albuquerque Assets and Attraction Managers Indian Pueblo Cultural Center National Hispanic Cultural Center City of Albuquerque Department of Arts & Culture Private Investment and Development Partners
Strategy 2: Develop a comprehensive visitor experience program by providing package and itinerary suggestions in ticket confirmation emails. This involves partnering with local tour operators and attractions to offer recommendations for activities such as hiking, golfing, exploring filming locations, visiting historic neighborhoods and enjoying local cuisine in order to capture more overnight visitors from within the event attendees.
	Third Party Fulfillment Companies	Albuquerque Assets and Attraction Managers Tour Operators Private Investment and Development Partners
Strategy 3: Create special cultural tourism packages exclusively for residents. Offer discounted rates or unique experiences that highlight the local heritage, arts and cultural attractions.
	Visit Albuquerque	Albuquerque Assets and Attraction Managers Indian Pueblo Cultural Center National Hispanic Cultural Center City of Albuquerque Department of Arts & Culture Private Investment and Development Partners

Collaborate with Museums Along Museum Row to Create a Cohesive Museum Trail Experience

Strategy 1: Create a unified marketing campaign to promote the Museum Trail as a must-visit cultural experience. Collaborate with participating museums to develop a joint marketing strategy that includes targeted advertising, social media campaigns and discounted multi-ticket museum packages or passes.
Visit Albuquerque's Role	Lead	Partners	Progress Made
		Albuquerque Museums Indian Pueblo Cultural Center National Hispanic Cultural Center City of Albuquerque Department of Arts & Culture
Strategy 2: Enhance the visitor experience along the Museum Trail by implementing a seamless navigation system through the proposed Cultural Tourism Connector and enhancing visitor amenities. Work with the Planning and Municipal Development Departments to install clear signage and wayfinding markers, both outdoors and within the museums, to guide visitors along the trail. Provide digital maps and interactive apps that offer information about exhibits, hours of operation and special events. Ensure visitor amenities like restrooms, parking facilities and seating areas are easily accessible and well-maintained.
		Albuquerque Museums Indian Pueblo Cultural Center National Hispanic Cultural Center City of Albuquerque Department of Arts & Culture Albuquerque Assets and Attraction Managers Albuquerque Transit Department Private Investment and Development Partners
Strategy 3: Foster collaboration among participating museums to offer joint programming and cross-promotion. Plan special events, exhibition openings and educational programs that coincide across several museums along the trail.
	Visit Albuquerque	Albuquerque Museums Indian Pueblo Cultural Center National Hispanic Cultural Center City of Albuquerque Department of Arts & Culture
Strategy 4: Encourage joint ticketing or discounted entry fees for visitors wishing to explore multiple museums.
		Albuquerque Museums Indian Pueblo Cultural Center National Hispanic Cultural Center City of Albuquerque Department of Arts & Culture

Work With the City and State Governments to Secure Funding for Investment in Arts and Cultural Products and Expand their Volume to Enhance the Cultural Tourism Offerings

Strategy 1: Collaborate with strategic public and private sector partners to conduct a short-term feasibility study and listening sessions for developing a new iconic feature that leverages the city’s unique natural and cultural assets and will elevate the city's awareness and prominence. This process should include a competitive process for services on location scouting, market analysis and interest holder engagement. This effort will have a far-reaching impact, benefiting economic development, enhancing the overall quality of life and attracting new visitors. To ensure the successful development of this high-profile "icon," it is crucial to engage a broad spectrum of partners who stand to benefit from its completion.
Visit Albuquerque's Role	Lead	Partners	Progress Made
	Visit Albuquerque	Albuquerque Assets and Attraction Managers Indian Pueblo Cultural Center National Hispanic Cultural Center City of Albuquerque Department of Arts & Culture Private Investment and Development Partners
Strategy 2: To achieve these goals and secure the necessary funding and support, there are various potential sources that can be explored. Private sector partners, foundations and public sector entities can be approached for financial contributions, aligning with predetermined measures and economic development strategies. It may be beneficial to initiate a competitive process to garner diverse ideas and perspectives on the desired direction for the project. Tactics include: Develop and confirm individualized advocacy and engagement plans for each project, outlining specific strategies and actions to drive support and participation. Share the results of the Demand Driver Scorecard with asset operators and involve them in the assessment of their respective assets, fostering a collaborative approach to improve performance and enhance market appeal. Collaborate with the city to establish a grant program or partnership model that aims to secure funding from potential stakeholders, ensuring targeted investment to support the development of key assets. Implement a launch program to support asset development.
	Visit Albuquerque	Albuquerque Assets and Attraction Managers Indian Pueblo Cultural Center National Hispanic Cultural Center City of Albuquerque Department of Arts & Culture Private Investment and Development Partners

Arts & Cultural Heritage Tourism

Development and Diversification of New Products

Develop and Promote Cultural Packages Around Key Signature Events

Visit Albuquerque's Role

Lead

Partners

Progress Made

Collaborate with Museums Along Museum Row to Create a Cohesive Museum Trail Experience

Visit Albuquerque's Role

Lead

Partners

Progress Made

Work With the City and State Governments to Secure Funding for Investment in Arts and Cultural Products and Expand their Volume to Enhance the Cultural Tourism Offerings

Visit Albuquerque's Role

Lead

Partners

Progress Made