Leadership: How Two Directors Shaped Alamogordo’s Chamber of Commerce

Alamogordo is a town small town where civic institutions play an oversized role in the political process of business development and often reflect the pulse of the community. The two most important business orginzations in Alamogordo focused on business development are; Alamogordo MainStreet and the Alamogordo Chamber of Commerce. A future article with review Alamogordo MainStreets history, successes and vision for the future.

The Alamogordo Center of Commerce, now known as the Alamogordo Chamber of Commerce has long stood at the intersection of business, policy, and public trust.

From G.B. Oliver’s legacy of relationship-driven leadership, to Jarrett Perry’s tenure as a newer passionately aggressive leader, the Chamber’s evolution offers a revealing lens into how leadership styles can shape outcomes and business growth or community prosperity. 

What follows is a comparison of their tenures—exploring not just what they accomplished, but how their choices resonated with stakeholders, influenced membership trends, chamber financials, and position in Alamogordo for the future.

The Role of the Chamber of Commerce in Alamogordo versus Other New Mexico Towns

In New Mexico, local chambers of commerce share a core mission—supporting business growth, facilitating networking, and promoting regional prosperity. Yet the Alamogordo Center of Commerce distinguishes itself through military integration, specialized relocation services, and l outreach. Below is a comparison of its role and services against typical small-town chambers across the state.

The Alamogordo Chamber serves Alamogordo and surrounding communities (Tularosa Basin, Cloudcroft, La Luz, High Rolls) as a “one-stop shop” for businesses, visitors, and incoming residents.

• Business directory with online and print listings, plus relocation-packet distribution (6–8 packets/week) to Holloman AFB families
• Tourism promotion via 360° virtual city and county tours, Project RISE F-4 exhibit, and MainGate United visitor center
• Recurring networking events (“Coffee & Connections,” “Vibe @ 5”) averaging 40+ attendees, plus ribbon-cuttings and community mixers
• Dedicated ambassador program with subcommittees for youth outreach, community relations, and membership sustainability
• Digital tools including virtual tours, event calendars, and targeted newsletters for member visibility

Other Small-Town Chambers in New Mexico

Most of New Mexico’s 55 local chambers share basic offerings—directories, networking events, visitor information, and a general welcome for newcomers.

• Standard business directories and “visit/local” guides on their websites
• Annual or biannual mixers, ribbon-cuttings, and regional festivals (e.g., UFO-themed events in Roswell)
• Visitor information booths or printed guides for tourism (caverns in Carlsbad, arts in Taos)
• New-resident or relocation pages online, but few deliver physical packets or specialized orientation programs
• Less emphasis on military partnerships (few towns host installations like Holloman AFB)
• Basic digital presence—event calendars and static pages—often without immersive virtual tours or tailored newsletters

The Alamogordo chamber leverages its unique military context and invests in digital immersion and relocation logistics to serve members and newcomers. Most NM town chambers focus on general networking and tourism, with fewer specialized programs or immersive digital experiences.

By highlighting these distinctions—particularly in military outreach and digital services—Alamogordo’s chamber can both celebrate its strengths and identify areas for further innovation, such as tiered membership models or policy advocacy partnerships.

How does the Public Perceive the Alamogordo Chamber of Commerce?

Public sentiment and trust of the Chamber shows a mixed bag from the local community that has been a longing for the "good ole days when GB could walk into the Governors mansion and secure and audience rather the Governor was Democratic, Governor Richardson, or Republican, Governor Susana Martinez, and walk out with a commitment of funding for an Otero County project," as stated from a very long time Alamogordo business leader.

"JB knew everyone in town by name. You could walk into a Chamber mixer and feel like you belonged—even if you were just starting out.” — Local café owner

Another comment from a small business leader when asked about sentiments concerning the Chamber of Commerce, "the transition from GB Olivers leadership was rocky. Michelle Gill had built real momentum, and losing her felt like a step back for small businesses. Mr. Perry has tried to repair some of the damage, but many small business leaders have felt slighted and don't see the benefit of Chamber membership to them. We feel the chamber represents a very small voice, and refuses to listen to more progressive business leader viewpoints, nor supports the arts community”

However another issued a mixed review, "Mr. Perry is gruff, some perceive him as a bully, he seems in competition at times with the dynamics of Alamogordo MainStreet rather than partnering, but at least he is getting something done with the airplane park as you enter the city."

And praise, "Perry’s got ambition. He’s thinking about infrastructure and at least did speak on behalf of Rad Amusements downtown. It’s a different kind of leadership, but it’s what we have now.” — Retail entrepreneur, White Sands Blvd.

Membership & Engagement Trends: A Leadership Comparison

Note: creating a legacy and leadership takes time. Perry has been in the role as a leader of the Alamogordo Chamber for only 2 years when compared to Oliver who was in the role for well over a decade. 

While exact membership data isn’t publicly available, qualitative indicators suggest:

• Under Oliver/Gill: Growth in ribbon-cuttings, event attendance, and member retention—even during COVID.
• Under Perry: A pivot toward strategic partisan alliances and economic development leverging the military, with less emphasis personally (so far) on social events and mixers.

Jarrett Perry (Appointed July 2023–Present)

Leadership Style: Strategic, driven, and aggressive

Key Initiatives & Impact:

• Legislative Advocacy: Perry has actively shared the Chamber’s voice in state-level policy, by leading a meet the legislators initiative in Santa Fe
• Economic Development: He recently endorsed ventures like RAD Retrocade for LEDA funding.
• Cross-Sector Collaboration: His “Black and Gold Initiative” (from his athletic director days) laid groundwork for more engagement from the Alamogordo Public Scools Sports, Holloman AFB, and the Chamber.
• Public Messaging: Perry’s communications emphasize long-term economic stability and partnership with Holloman. He was an advocate of the STEM Charter School and has mixed messaging related to support for the Alamogordo Public Schools. He became very politically partisan in the last school board election and that hurt the chamber’s reputation among some constituents.

Reception: Early feedback from stakeholders has been mixed, citing his “keen desire to have a positive impact” and “desire to establish himself as a leader.”. His tenure is still unfolding, after a rocky start and isolating some of the more progessive business leaders, he is still finding his way per most longer term community leaders and members.

G.B. (JB) Oliver (Tenure: 2010s–2023)

Leadership Style: Relationship-based, event-driven, and legacy-focused 

Key Initiatives & Impact:

• Brand Evolution: Oversaw the rebranding from “Chamber of Commerce” to “Center of Commerce,” signaling a broader civic mission and more support for small business and the cultural arts community.
• Military & Tourism Engagement: Built strong ties with Holloman AFB, often advocated for grants in D.C. and in Santa Fe. He famously hosted Ozzy Osbourne during a tourism promotion effort.
• Housing & Infrastructure Advocacy: Even post-retirement, Oliver remained involved in projects like a 140-unit housing development and regional air service expansion as key to local growth.
• Team Building: His mentorship of Michelle Gill and small business leaders, along with leading successful public events rebuilt trust even during COVID, and was a hallmark of his tenure.

Reception: Oliver was widely respected for his motivational leadership and long-term commitment. His ability to form collaborations and cross party lines for business growth is fondly remembered. However, his departure sparked internal tensions—some members felt the transition lacked continuity, especially with Michelle Gill’s resignation after being passed over for the Executive Director role. Some say for political reasons under the previous board president.

Year over Year Financial Results of the Alamogordo Chamber of Commerce

The year of 2023 saw the Alamogordo Chamber of Commerce operate in a deficit after having a strong financial year in 2022 despire Covid recovery of the local economy...

Note : The Alamogordo Chamber does not publish total member counts. In FY 2024, “Contributions” (nearly all dues) totaled $266,217; if average dues range $300–$500, membership likely sits between 530 and 890 businesses or individuals. No consistent year-over-year membership tallies are publicly reported to benchmark growth or churn. Typical Annual Churn (Lapse) Rate: 6% to 15% is considered standard across U.S. chambers. Filings appear on ProPublica’s Nonprofit Explorer within IRS-mandated timeframes, indicating baseline compliance. Neither Oliver nor Perry have made board meeting minutes or full budgets publicly available on the Chamber’s website.

A Comparative Take Away

Commentary:

The Alamogordo Chamber of Commerce is the leading business advocate for the businesses within the City of Alamogordo. Much of the spotlight in recent years has been on the non-profit organization known as Alamogordo MainStreet. The MainStreet organization has an overall better reputation in the community. It is seen as visibly advocating locally for small business. Across the state it and nation it is respected for its public events sponsorship and success with a very small membership base which encompasses the downtown New York Avenue corridor from the 800 Block to the 1300 Block. The Alamogordo MainStreet organization has procured millions of dollars in redevelopment money for its membership district. 

As such, local small business community members show a higher level of respect and trust for its leadership than that of the Chamber since the departure of G.B. Oliver. Oliver was a major proponent of downtown redevelopment and historical preservation. The Chamber in recent months has taken a more engaged role with downtown, some hope with a realization that a vibrant Main Street (New York Avenue) is important to the overall health of Alamogordo's business community. Others hope that the "Chamber further supports downtown efforts and places the public good over recognition and ego."

The Alamogordo Chamber of Commerce has been an instrumental leader in relations with the City of Alamogordo, state government under the leadership of both parties and with military. Recent overtures to the military, and the development of a park upon entering Alamogordo featuring a jet fighter an opportunity to expand the relationships. 

At one time it was thought that the most influential positions of leadership in Alamogordo was the Executive Director of the Chamber of Commerce, the Mayor of Alamogordo and the Alamogordo School Board Chairperson. Those perceptions have changed in more recent years with less experienced and less prolific leaders in a majority of those roles.

The success of Alamogordo's small business community is reliants upon strong consensus building and community outreach and engagement by orginizations such as the Alamogordo Chamber of Commerce and Alamogordo MainStreet, as well as those non-profits that champion arts, culture and education within the community. We wish for great success within each organization, and look forward to what these organizations can bring to Alamogordo when partnering and collaborating for community growth.

More News from Alamogordo

• Fairgrounds Parking Lot Sale Discussions Postponed for 5 Years Delay to develop a comprehensive plan and proposal for the fairgrounds suggested
• Health Care Cuts Anticpated in Alamogordo and Otero County as Federal Budget Implications Realized Gabriela Saenz, Senior Vice President at Christus Health, “These are real people and real consequences,”