8-27-2025 11:10am

Mica Maynard Reports: Top Influencers in Alamogordo Business, a Roadmap to Prosperity

The future business landscape in Alamogordo, New Mexico, appears poised for steady, sustainable growth through 2030, building on its military-driven economy, tourism assets, and ongoing revitalization efforts. As of 2025, the city benefits from a low cost of living (18% below the national average), stable population, and strategic location near Holloman Air Force Base (HAFB) and White Sands National Park. While rapid expansion is unlikely due to modest population projections, the focus on infrastructure, housing attainability, and public-private partnerships aims to diversify beyond defense into creative industries, retail, and tourism. This could foster resilience amid broader challenges like water scarcity and inflation. Projections suggest a balanced outlook, with real estate appreciation supporting investment in multifamily, industrial, and retail sectors.

This is the second in our series on those that influence the fabric of the Alamogordo community. Influencers help to drive public policy and act as a positive force in a community. 2nd Life Media and its affliates AlamogordoTownNews.org, NewMexicoConservativeNews.com and KALHRadio.org tasked my working political science team at the University of California, Berkeley to use our AI and polling tools to determine those individuals that have the most influence in Alamogordo in various areas that can have an impact on politics, business and quality of life issues. We will follow in a separate articles on additional influencers that make a difference to our community

Historically those leaders with influence play an outsized role in influencing political dialogue and public policy and shaping the future of a city.

The methodology used for our analysis was to track via an influence map and a sentiment dashboard to include the individuals media reach, civic engagement, and policy impact over time.

Our research came up with some interesting findings on who plays an influence in Alamogordo, New Mexico. A few names were expected, and a few were surpising to us as we continue to deep dive in our series. The findings are metrics driven, of what make them appear in our lists as a leading person of influence.

Business Influencers:

In Alamogordo, business influencers are key to economic development, particularly through organizations like Alamogordo MainStreet and in most cities do is the Chamber of Commerce a powerhouse of influence. Based on local analyses and community impact for 2025, the top figures include those driving revitalization, entrepreneurship, and partnerships with military and educational entities. Most of our list are limited to the top four based upon their level of influence. However in the business category our metrics show a shared level of influence when it comes to small business development, revitalization and championing of new business. We had a surpise in the list that we included as it is important to the story of Alamogordo's future.

Dennis Crimmins: Developer and CEO of WSCI LLC, linked to civic infrastructure and commercial growth. Mr. Crimmins transformed White Sands Construction from a small residential outfit into one of Southern New Mexico's largest commercial construction firms expanding into commercial development, forging partnerships with national franchises (e.g., fast-food chains, retail centers). He has led projects of major public and military infrastructure, such as city halls, 911 dispatch centers, detention centers, military buildings, and residential subdivisions. He is recognized in the industry for adopting innovative approaches like Business Information Modeling (BIM) to enhance efficiency in construction, engineering, and architecture projects. In recent years, focusing on "Build to Suit" projects for national companies and redevelopment in Opportunity Zones, such as a central Las Cruces and Alamogordo as an initiative aimed at modernization and job creation. Mr. Crimmins is significantly shaping Alamogordo's future economy as an "Opportunity Zone" through job creation, infrastructure development, and attracting external investment.

Michael Shyne: President of Westsource Corp, a commercial real estate strategist with deep ties to retail expansion. He is also a past chairperson of the Defense Orientation Conference Association (DOCA), a national non-profit focused on educating civilians about defense and foreign policy, which aligns with Alamogordo's military-centric economy. Shyne's work has profoundly impacted Alamogordo's economic landscape, particularly by leveraging the city's proximity to Holloman AFB and White Sands Missile Range—major employers in the Tularosa Basin—to drive sustainable development. His firm's comprehensive knowledge of the area's history and growth potential has influenced urban expansion, reducing hesitancy among businesses reliant on military personnel by highlighting the stable, arid training environment that ensures long-term military presence.

By facilitating retailer expansions and industrial projects, Shyne has contributed to job creation, increased local revenue, and diversification beyond defense, positioning Alamogordo as a hub for commercial and aerospace opportunities. His DOCA involvement enhances his ability to advocate for defense-related investments, potentially shaping future policies that support military-adjacent businesses. Additionally, his support for STEM educational initiatives within the traditional public schools underscores a forward-thinking approach to workforce development, linking business growth with skilled talent from local schools and Holloman AFB families. Overall, Shyne's strategic vision has been instrumental in moving forward with modernizing Alamogordo's economy, making it more attractive for national brands and fostering a resilient business environment amid regional challenges like supply chain issues and military fluctuations for the later half of the 21st Century.

Claudia Loya: Claudia Loya is the President of the Alamogordo MainStreet Board and the owner of Elite Memories Boutique, a local business in Alamogordo, New Mexico. Her family moved to Alamogordo seeking a new beginning, and she credits the community for embracing them, which has fueled her commitment to giving back through revitalization efforts. With nearly a decade of leadership in the organization, Loya has focused on transforming the historic New York Avenue business district, including connections to side streets and White Sands Boulevard. In 2025, she was honored with the Mary Means Leadership Award by Main Street America, the organization's top accolade for outstanding leadership in preservation-based economic development and commercial district revitalization. This recognition was presented at the Main Street Now Conference in Philadelphia. She has been instrumental in leading the $5.9 million MainStreet Makeover initiative, which began with a $1.9 million grant from the New Mexico Economic Development Department and has srung forward from there with infrastructure upgrades such as ADA-compliant sidewalks, street furniture, greenery, and public art installations. She created a business owner construction guide to keep local enterprises informed and operational during the project. Launched the Alamo Venture Academy, a small business accelerator housed in a formerly vacant downtown building, supported by over 600 volunteer hours, aimed at fostering entrepreneurship and reducing commercial vacancies. Is key in transforming Side Street Art Alley into a vibrant public space through a beautification project that mobilized over 1,600 volunteer hours. Collaborates with the local historical society to install placards on downtown buildings featuring historical photos and QR codes linking to oral histories, preserving Alamogordo's heritage. And she has personally contributed over 20,000 volunteer hours to Alamogordo MainStreet's mission, demonstrating her hands-on dedication.

Nolan Ojeda: Mr. Ojeda's leadership has significantly influenced Alamogordo's small business development by focusing on preservation-based economic strategies that attract investment, reduce vacancies, and boost tourism. Through grantwriting, volunteer mobilization (over 20,000 hours contributed under related leadership), and public-private partnerships, he is leading the transformed downtown into a hub for small businesses, events, and community engagement. Projects like the Great Blocks initiative are projected to increase foot traffic by up to 90% within three years, based on national MainStreet trends, enhancing economic vitality despite short-term challenges like revenue drops for local shops during construction.

His advocacy for businesses like Rad Retrocade, funding for an updated Sands Theater etc demonstrates a commitment to family-friendly attractions that support revitalization, drawing support from diverse stakeholders and aligning with broader city goals. Ojeda's engineering background aids in executing large-scale infrastructure projects, while his merchant experience ensures business-friendly approaches. In 2025, his presentations to commissions and community feedback sessions (e.g., August 5 meeting on Science Discovery grant) continue to shape downtown's future, fostering inclusive family and business friendly growth. Overall, Ojeda's efforts position Alamogordo as a more attractive destination for residents, entrepreneurs, and visitors.

Mayor Pro Tem Sharon McDonald: Sharon McDonald serves as Mayor Pro Tem and City Commissioner for District 5 in Alamogordo, New Mexico. Elected in 2019 and reelected in 2023, her term extends through December 2027 but she announced as a candidate for Mayor in the 2025 General Municipal Election. With a bachelor's degree in Business Administration from Indiana University and professional experience in employee benefits management, she brings a practical, community-focused business like approach to governance. Raised in Alamogordo, she emphasizes local roots, family values, and collaboration with residents, schools, and businesses to foster resilience and growth.

Mayor Pro Tem McDonald's influence on business development is rooted in revitalization efforts, particularly in District 5, which encompasses key commercial corridors like New York Avenue. McDonald prioritizes infrastructure, beautification, and incubation projects that enhance appeal for entrepreneurs, tourists, and investors. These initiatives align with Alamogordo's broader economic strategies, such as the 2018 Comprehensive Plan and the Downtown Metropolitan Redevelopment Area (MRA) Plan, which promote economic elements like land use, housing, and hazard mitigation to drive 20-year growth. As an active member and by partnering with organizations like Alamogordo MainStreet and the Alamogordo Center of Commerce (local chamber), she supports public-private collaborations that transform downtown into a vibrant hub, leveraging arts, culture, and technology for sustainable economic vitality.

In 2023, McDonald received the Rotary Club of White Sands Professional Person of the Year award for embodying principles like fairness, goodwill, and community benefit. Nominated by a sister Rotary club, the honor highlights her hands-on service, such as the Cleanup Initiative and park developments, which extend to economic impacts through her roles in MainStreet and the Center of Commerce. Critics might note that broader challenges (e.g., post-COVID adjustments) persist, but her projects and her non-agressive leadership style contributes to optimism. Overall, her work builds resilient neighborhoods that indirectly fuel business diversity, innovation, and retention, positioning Alamogordo for future prosperity through inclusive, grassroots development.

Jarret Perry: Jarrett Perry serves as the Executive Director of the Alamogordo Chamber of Commerce in Alamogordo, New Mexico, a position he has held since his appointment in July 2023. With a background in athletics administration, including prior roles as an athletic director, Perry brings a strategic, driven, and aggressive leadership style to the role, emphasizing economic development, legislative advocacy, and partnerships with key local institutions like Holloman Air Force Base (AFB). His approach contrasts with the more relationship-focused tenure of his predecessor, G.B. Oliver, and focuses on positioning the Chamber as a catalyst for long-term business growth, community prosperity, and policy influence at the state level.

Under Perry's leadership, the Chamber rebranded and has pivoted toward fostering military-community ties, and advocating for economic stability in a region heavily influenced by defense, tourism, and local entrepreneurship. Perry's influence on Alamogordo's business development is primarily through the Chamber's role in networking, advocacy, and resource provision for its member businesses. He has emphasized transparency, accountability to craft high-yield economic ambitions, leveraging the area's military heritage for growth. This includes initiatives that align with broader regional strategies, such as those from the New Mexico Economic Development Department, to attract investment and support job creation.

As of August 2025, his tenure is still evolving, with potential for greater impact if relational gaps are addressed, ultimately contributing to sustainable business development through strategic, inclusive advocacy.

We were a bit suprised that our staff leader, Chris Edwards ranked in the top list of business influencers for Alamogordo.

He suggested that he be left out of our list, but giving us editorial control of our own content, we felt it important to include the analysis of his impact onto our list.

Chris Edwards is a prominent local business leader, journalist, media executive, and advocate in Alamogordo, New Mexico. He is known for his contributions to the creative economy, downtown revitalization, and community empowerment. As CEO of 2nd Life Media Inc. and former leader of the Roadrunner Emporium Fine Arts Gallery & More, he was an early adopter for Alamogordo into leveraging his platforms to promote arts, culture, and small business growth, indirectly boosting tourism and economic activity in the historic New York Avenue district. Edwards emphasizes empowerment for at-risk populations and the diversity of our local culture and history as a regional business advantage. His efforts align with broader state initiatives like the New Mexico Creative Industries Division, for which he advocated, recognizing the arts' role in economic diversification.

Edwards' influence on economic development stems from private-sector partnerships and investments, media advocacy, rather than public office. He has focused on telling the story of transformation of Alamogordo's downtown into a vibrant arts hub, attracting visitors and supporting local artists, artisans and small farmers. This approach contributes to the city's mixed economic landscape, where creative sectors provide resilience amid challenges like inflation and business closures. By 2025, his efforts are helping to shape the dialogue in grant funding and small business recruitment and investment helping to position New York Avenue as a cultural destination, generating economic activity through events, tourism, and small business incubation. His media outlets, including AlamogordoTownNews.org, the more conservative NewMexicoConservativeNews.com, streaming KALHRadio.org, and associated websites, amplify local economic news, grants, and opportunities, fostering positive community engagement and awareness.

He advocated for policies like HB 8 (2023), which established the Creative Industries Division to support sectors employing creatives in Alamogordo's MainStreet district. Collaborations with Alamogordo MainStreet and the Chamber of Commerce emphasize local sourcing, events, and infrastructure to enhance appeal for entrepreneurs and tourists.

Edwards' impact is grassroots and entrepreneurial, focusing on cultural arts, local farming and creatives as a driver for economic vitality in a city reliant on military, tourism, and small businesses. Amid broader challenges like post-flood recovery and inflation, his work has created "bright spots" in the creative sector, encouraging diversification and community resilience. While controversial at times for his activism and political critiques, his investments and advocacy have tangibly supported job creation, tourism, and local entrepreneurship, aligning with state goals for inclusive growth. Overall, Edwards exemplifies private-sector leadership in fostering a sustainable, arts-driven small business economy for Alamogordo. Thus with this analysis we felt it only appropriate to include him as a business influencer that is making a positive impact on Alamogordo future.

Alamogordo's business future will likely revolve around its core strengths:

Military and Defense: HAFB, the largest employer with an annual economic impact of over $411 million, is expanding with new F-16 units (adding 200-400 employees) and mission changes (adding 600 contractors). This will drive job creation, payroll spending, and related services like retail and housing, enhancing economic stability. Proximity to White Sands Missile Range further supports defense-related opportunities.

Tourism and Creative Industries: Leveraging White Sands and outdoor recreation, the city aims to promote itself as a destination via the New Mexico True Campaign. Downtown revitalization via Alamogordo MainStreet through arts and culture (e.g., galleries, events) is expected to boost visitor spending and support more than 150+ local creatives as well as multiple new small businesses opening downtown. Film production incentives could attract more projects, as seen with past films like Transformers.

Retail and Small Business: Recent trends show optimism in unique retail and dining, with new openings contributing to a "mixed" but positive outlook. Commercial real estate trends favor multifamily and retail investments, driven by median incomes around $52,717 and population stability. Housing market data indicates median sale prices of $232,657 (as of May 2025), with properties spending about 18 days on market, signaling steady demand.

Industrial and Office: Potential growth in B2B sectors, supported by transportation infrastructure (U.S. Highways 70/54, rail, proximity to El Paso Airport) and state incentives for rural areas. Workforce development via NMSU-Alamogordo and Small Business Development Center will aid diversification.

Real estate forecasts predict gradual appreciation, with median home values potentially reaching $161,038 by 2030 in optimistic scenarios, supporting buy-and-hold strategies and syndications. Overall, the landscape favors resilient, community-oriented businesses amid national trends like nearshoring and remote work.

The influencers listed above are focused on business growth. They champion business growth referencing plans and mapped blueprints thst work synergistically to shape Alamogordo’s business landscape:

• The 2018 Comprehensive Plan provides a broad, long-term vision for economic diversification, infrastructure, and community development, creating a business-friendly environment through strategic land use and workforce support.

• The 2019 Downtown MRA Plan focuses on revitalizing the downtown core, attracting retail, dining, and cultural businesses through targeted redevelopment and community engagement, making it a vibrant economic hub.

• The 40-Year Water Development Plan ensures sustainable water resources, a critical factor for business operations and growth, particularly in water-scarce regions.

Together, these initiatives address key business needs: infrastructure, funding, community vibrancy, and resource reliability. They leverage Alamogordo’s assets (e.g., Holloman Air Force Base, tourism, and cultural heritage) to attract new businesses, support small enterprises, and foster sustainable economic growth. For more details, visit www.ci.alamogordo.nm.us for the Comprehensive and MRA Plans or contact the Alamogordo Chamber of Commerce at www.alamogordo.com

For those that suggest there is no plan for development and plans have not been updated, should note the breakdown of updates to the plans often championed by the influencers above...

Downtown Metropolitan Redevelopment Area (MRA) Plan (Updated 2018): This plan was created in tandem with the Comprehensive Plan to guide the redevelopment of downtown. It establishes a framework for future projects and investments in the area.

Technical Standards (Updated 2022): The City Commission adopted updated Technical Standards on June 14, 2022, concerning long-term infrastructure planning.

Subdivision Regulations (Updates 2023): The city completed a thorough review and update process for its Subdivision Regulations, with the new ordinance made available for public review in March 2023.

Water Development Plan (Updated 2024): In April 2024, the city finalized its 40-Year Water Development Plan for 2015-2055, which addresses the city's future water needs.

Hazard Mitigation Plan (in progress): The city is currently working on an update to its Local Hazard Mitigation Plan to assess risks from natural and human-caused hazards.

An assessment of each component to a roadmap above will be featured in an additional news story in the works by our associate journalist, Chris Edwards.

The future business landscape in Alamogordo, New Mexico is a work in progress of which the influencers featured above are championing for a future of regional prosperity.