This week on The Forum, our guests offered an inside look at how Santa Fe is marketed to the world—both as a premier tourist destination and a hub for filmmaking. Randy Randall, Director of Tourism, explained how his office promotes “the City Different,” noting that visitors are often younger than many might expect given the city’s demographic profile. He pointed out that Santa Fe’s sweet spot for conferences and conventions tends to be groups of fewer than 150 people, and he highlighted the crucial role summer festivals play in drawing travelers. Randall also described his office’s support for the Santa Fe Literary Festival and emphasized that funding is available for other initiatives that aim to bring visitors and greater visibility to the city.
Jen Labar-Tapia, Executive Director of the Santa Fe Film Office, turned the conversation toward filmmaking. She explained how New Mexico’s favorable tax incentives continue to attract producers while Santa Fe itself offers unique advantages, from its world-class scenery and diverse locations to a highly skilled local workforce. These assets, she noted, make Santa Fe especially appealing when compared with other filming destinations across the country.
Of course, the conversation wasn’t only about big-picture strategy. Labar-Tapia also shared practical advice for local residents eager to get involved—like where to find opportunities to appear as “extras” in upcoming productions. Together, our guests painted a picture of how tourism and filmmaking not only fuel Santa Fe’s economy but also strengthen its cultural identity and global reputation.
Host: Jim Falk
Guests: Jen Labar-Tapia, Executive Director, Santa Fe Film Office
Randy Randall, Director, Santa Fe Tourism