COUNTY OF TAOS STATE OF NEW MEXICO f.r Bob Romero, Chair Miguel Romero jr. Darlene J. Vigil AnJanette Brush Ronald Mascarenas District I District II District III District IV District V PRESS RELEASE: Contact Information Dylan Cox, Taos County Lodger’s Tax Coordinator (575) 737-6324 | dylanc@taoscountynm.gov RELEASE DATE: For Immediate Release TAOS COUNTY ECONOMIC DEVELOPMENT JESSICA STERN ECONOMIC DEVELOPMENT DIRECTOR OFFICE PHONE – (575) 737-6346 BRENT JARAMILLO, COUNTY MANAGER OFFICE PHONE – (575) 737-6304 Taos County Anticipates Re-Investing over $1 Million in Lodger’s Tax Funds by June 30, 2026 Taos, NM – Between fiscal years 2024 and 2026, Taos County anticipates reinvesting more than $1.05 million in marketing support throughout Taos County through the Lodger’s Tax Grant Program. This total includes the $591,304 that was approved by the Lodger’s Tax Advisory Board and County Commissioners during the 2026 fiscal year (July 1, 2025 – June 30, 2026). Over these three fiscal years, a total of 55 different Taos County entities were awarded Lodger’s Tax grant funding, exemplifying our commitment to supporting the publication and promotion of tourist-related events, facilities, and attractions that highlight the uniqueness of Taos County. The mission of the Taos County Lodger’s Tax Grant Program (TCLTGP) is to support tourist related, facilities, attractions, and events within Taos County by investing in funding proposals that use advertising, publicizing and promotion to enhance the lives and journeys of locals and visitors alike; and that highlight the uniqueness of Taos County’s culture, heritage, innovation, and diversity. By State statute, funds are only available for advertising, publicizing and promotion of tourist-related events, facilities and attractions, and are made on a reimbursement basis. Each grant cycle, the Lodger’s Tax Advisory Board (LTAB) reviews each application in a thoughtful process that scores applications based on five major goal areas including: encouraging reciprocity between local residents and tourists, preserving the culture and heritage of Taos County, using innovation and creativity in promotional strategies, and striking a balance of in- and out of County promotions. These goals are also aligned with destination stewardship principles and values. 101 NM-Based Marketing Vendors 45% 55% Local Statewide Between fiscal year 2024 and 2025, grantees reinvested $298,447.14 back into individuals and businesses located within Taos County to support their marketing efforts. During this same period, an additional $244,184.02 supported New Mexico-based marketing, advertising, and creative professionals located outside of Taos County. In total, grantees utilized 194 marketing vendors—101 of which were based in New Mexico—demonstrating the program’s economic impact both locally and statewide. “The investments of Lodger's Tax funds over time highlight the cyclical nature of this grant program. Funding is generated from the tourists who stay in lodging; the lodging host pays the tax to Taos County; Taos County reinvests this tax revenue in the form of grants back to local entities; and entities use this funding to support local businesses and promote Taos County as a destination for locals and tourists. This promotion encourages future visitation, generating additional Lodger’s Tax revenue and sustaining the cycle. The entities we fund serve as the representatives of this grant program, showcasing the value of honoring traditional culture and embracing the innovation that makes Taos County worth living in and visiting,” said County Manager Brent Jaramillo. Entities may apply during one of two application cycles per year. Eligible entities are invited to apply online only and should review the complete guidelines and FAQs prior to submitting an application. The next open application cycle will be from March 2nd through March 31st, 2026, via the Submittable online portal available at www.taoscounty.org. If your entity is interested in applying, consider joining us on February 25th, at 5:00 PM in the Taos County Chambers (105 Albright Street, Taos, NM 87571) for a presentation about the program and additional funding opportunities offered by Taos MainStreet. Taos County awarded grants during fiscal year 2026 to the following 45 entities: Artemesia Artwear - $7,848 Bonfires on Bentstreet Enchanted Circle Trails Association - $7,350 Trail Maps and User Group Brochures Ballet Taos - $8,913 5 major productions throughout the 2025/2026 calendar year, totaling 20 shows Field Institute of Taos - $4,225 Outdoor Education for Youth Glam Trash Fashion Show - $2,500 Glam Trash Fashion Show Heritage Inspirations - $14,901 Taos Stargazing at the Rio Grande High Road Artisans - $6,500 High Road Artisans Tour INSPIRE Bilingual Early Learning Center - $6,564 Universal Childcare Celebration Series Imagine Children’s Museum - $10,545 “Explore. Imagine. Savor” Family Engagement Series Los Rios River Runners - $25,800 Rafting on the Rio Grande Kit Carson House - $7,256 Carson House & Museum Virtual Audio Tour Millicent Rogers Museum - $17,444 Museum Collections, Holiday Fiesta, Minis Show, temporary exhibitions showcasing local artists Mogul Medical - $8,770 Mobile medical clinic serving tourist/visitor and locals visiting TSV Musich Entertainment - $15,000 Taos Mesa Brewing "Enchanted Evenings: Free Summer Sounds" Music Helps - $23,433 She Rises Music Festival Red River Chamber of Commerce - $25,376 Red River Oktoberfest Paseo Project Inc - $24,500 The PASEO 2025 Rio Grande Alcoholism Treatment Program - $4,080 Promoting Una Vida Buena y Sana, Good and Healthful Life Campaign Red River Events - $22,685 8750’ Festival Society of the Muse of the Southwest - $5,000 Storytelling Festival 2025 & Taos Writers Conference 2026 Rex Foundation - $6,851 Mardi Gras in the Mountains Taos Arts Council - $10,672 “Taos is Art” annual marketing, ad and awareness campaign Sunshine Festival - $10,194 Sunshine Festival Taos Center for the Arts - $37,000 Comprehensive Marketing & Promotion of the Taos Film Festival 2026 Talpa Community Center Association - $7,942 Promoting the Talpa Community Farmer’s Market Taos County Chamber of Commerce - $8,760 Taos Plaza Live 2025 Taos Chamber Music Group - $14,079 33rd Season Concert Series Taos County Sheriff's Posse - $22,356 Gymkhana Series & Taos County Sheriff’s Posse Rodeo Taos County Fairboard Association - $3,137 Taos County Fair Taos Jazz Bebop Society - $25,620 2025 & 2026 Frank Morgan Taos Jazz Festival Taos County Farmers Market - $27,803 Taos County Farmers Market Taos Mountain Balloon Rally Association (TMBRA) - $12,150 42nd Annual Taos Mountain Balloon Rally Taos Fiesta Council - $19,642 2025 Fiesta de Taos Taos School of Music - $25,317 Taos School of Music and Chamber Music Festival Taos Land Trust - $4,932 Promotion of 10-Year Celebration – Rio Fernando Park Day Taos Whole Community Health - $8,946 Age up Well Taos physical wellness classes Taos Opera Institute - $9,350 Taos Opera Institute Festival The Couse Foundation - $14,069 Multi-phase Marketing & Promotional Campaign Taos Studio Tour - $10,115 Taos Studio Tour The Village of Taos Ski Valley Visitors & Conference Bureau - $2,400 Up & Over Trail Run Weekend The Earth Oven - $5,447 Enchanted Feasts Twirl - $8,900 Comprehensive promotional materials The Stakeout - $17,843 Marketing & Promotion Campaign for Destination Weddings & “Stakeout Sundays” event series Whitefeather Native Cultural Tours - $8,164 Whitefeather Native Cultural Tours Wildflower Playhouse - $20,925 Wildflower Playhouse Theater and Gallery Season 2026 For more information, please contact Dylan Cox, Taos County Lodger’s Tax Coordinator at 575 737-6324 or dylanc@taoscountynm.gov.