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SOUTHERN NEW MEXICO

Resilience and optimism in Ruidoso

Resort village prepares for visitors on Memorial Day weekend and during summer season, including the certainty of more floods

A semitruck passes Win Place & Show Bar in midtown Ruidoso at sunset on May 5.
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RUIDOSO 鈥 A viral clip of an entire house being washed down a furious river last summer came to define the village of Ruidoso on social media and in news coverage.

Business owners and civic leaders suspect that images of their home as a disaster area have lingered beyond the Lincoln County resort town. They have obscured the cleanup and economic development that have taken place.

Nenada Huffmon, a local real estate broker and business owner, said it still comes up in conversations with renters considering a stay in the Memorial Day weekend and summer haven 185 miles southeast of Albuquerque.

鈥淲e鈥檝e had so much bad PR,鈥 she said. 鈥淎nywhere I鈥檝e been, people ask, 鈥楢re you guys still around?鈥 They have this perception that we鈥檙e just gone, off the map.鈥

Yet, she gave the village government and residents high marks for rebuilding and carrying on with work, school and making life in the village flow.

鈥淚f people knew that and could feel more safe and comfortable coming, over time I feel like that鈥檚 what is going to help us survive,鈥 Huffmon said.

Ruidoso is a village with fewer than 8,000 full-time residents that draws an estimated 2 million tourists annually. Vacation homes reportedly comprise 60% of its housing. Ruidoso draws multitudes in the winter for skiing nearby and, especially, in the summertime for its mild temperatures, outdoor recreation in its forests and streams.

Visitors come for golf, concerts and events at the Spencer Theater, the Inn of the Mountain Gods casino and resort on the neighboring Mescalero Apache reservation, and more.

Wild horses graze at Cree Meadows public golf course in Ruidoso on May 5.

Ahead of Memorial Day weekend, the river is a gently babbling creek along a riverbed that winds through Ruidoso.

Yet wreckage from last year鈥檚 catastrophic floods still sits near the areas hit hardest when monsoon rains over the scarred Sierra Blanca mountainside overwhelmed the riverbed, reaching a crest exceeding 20 feet in one event that wrecked homes and vehicles and damaged roads, bridges and culverts. Three people, including two children, were killed. And that was the worst among dozens of incidents.

The village estimates $100 million in damaged public infrastructure and facilities, private property damage in the tens of millions, and over $1 billion inclusive of public and private losses.

Flood devastation remains at Riverview RV Park in Ruidoso on May 6.

Since then, a winter storm in January brought down trees and power lines, damaging property and causing power outages.

And the burn scars from the 2024 South Fork and Salt fires remain. If seasonal monsoon rains hover even for minutes over the area, floods can be expected again. Wildfire risks prevail as well. Local agencies plan for the worst and hope for the best.

Yet midtown business owners interviewed by the Journal said traffic has been steady and retail sales better than expected through this spring. Village leaders said putting relief funds from the state and federal governments to work had been complicated and slow-going, but progress was underway. 

Looking to the future

Although the racetrack at Ruidoso Downs has been destroyed and the All-American Futurity quarter horse races have relocated to Albuquerque, Mayor Lynn Crawford found plenty of reasons for optimism about this summer and the future.

鈥淚f you look at the way the village has recovered, it鈥檚 pretty remarkable,鈥 Crawford said in an interview at town hall. 鈥淥ur economic recovery has been astounding. Our retail is suffering: We have segments that are down, but they are down 7% or 8% 鈥 not 50% or 60%.鈥

Recent financial reports by the village show retail sales holding steady in the 2025-26 fiscal year, with last summer outperforming the previous year and keeping pace through the winter. Lodger鈥檚 taxes distributed in March, the most recent reporting month, were down 6.69% over the previous year, but year-to-date collections were trending upward.

The village is juggling funds from state and federal relief programs to respond to cascading disasters and their remains, clearing residential and commercial debris. It recently instituted a to address unsafe buildings, connecting property owners with resources and potentially bulldozing and removing structures that aren鈥檛 sound this summer.

Millions of dollars have gone into desilting the river, while clearing firebreaks and other measures to contain wildfires in the surrounding forests are ongoing.

Ruidoso Mayor Lynn Crawford and his dog Ringo pose for a portrait at Village Hall in Ruidoso on May 6.

Crawford said the various programs, as well as the prospect of the village authorizing demolitions, have given rise to confusion and some anger in the community. He was for a third term in March, and said some residents had taken to leaving notes of complaint on his car. Crawford takes questions weekly on a local radio show and the village uses newsletters, its website and social media channels to inform the public about preparations, resources and upcoming events.

鈥淭he locals are starving for entertainment and to have things to cheer for,鈥 he said. 鈥淲e鈥檙e going to have flooding. We鈥檝e done everything we can to prepare. We鈥檙e doing everything we can to prepare our public and our guests.鈥

Thousands of athletes and their companions are already in town training for a pair of prominent triathlons this year.

And earlier this month, Contour Airlines unveiled direct commercial passenger flights connecting Ruidoso to Denver four days a week, hailed by the village as a win for business travel and tourism.

Midtown businesses upbeat

Kirk and JoAnne Taylor will be marking the first anniversary of their midtown shop, Taylor and Co., on Memorial Day weekend. Formerly the home of White Mountain Pottery, the Taylors sell jewelry, apparel, leather goods, and a variety of gifts 鈥 鈥渆verything from candles to cowhide,鈥 as Kirk Taylor put it.

鈥淓veryone says it was the worst year we could have opened, and yet it鈥檚 been wonderful,鈥 he said.

Kirk Taylor, co-owner of Taylor & Co., a boutique specializing in unique clothing and gifts, at his shop in Ruidoso on May 6.

Foot traffic data estimates that the midtown area 鈥 a neighborhood thick with galleries, boutiques and places to shop, eat and drink 鈥 drew 56,600 visitors from January through April. That鈥檚 down 13.5% from the same period in 2025, which might be partially explained by a disappointing ski season.

Mike Cheney operates the Win Place Show bar, bandstand and package store featuring an outdoor patio on Sudderth Drive, where ax-throwing, live music and bourbon tastings attract visitors.

鈥淲e鈥檝e had a good first quarter,鈥 Cheney said. 鈥淭he last two years just killed us with the fires and the floods. The biggest part of that was social media keeping people away. But even with the (horsetrack) leaving, we鈥檙e optimistic. We know there鈥檚 a huge economic impact coming from that; but for us, the draw of golf courses, of softball tournaments, of hiking trails 鈥 and the village is doing a great job bringing on some special events.鈥

鈥淎s long as we鈥檙e throwing axes and people are walking by 鈥 I think optimistic is the right word,鈥 he said. 

Algernon 顿鈥橝尘尘补蝉蝉补 is the Journal鈥檚 southern New Mexico correspondent. He can be reached at adammassa@abqjournal.com