New County-Wide MainStreet Program Expands To White Rock

Aerial map of the new boundaries in White Rock. Courtesy/L.A. MainStreet

Los Alamos MainStreet News:

New Mexico MainStreet (NMMS) has recently announced that Los Alamos MainStreet, run by Los Alamos Commerce and Development Corporation (LACDC) through a contract with Los Alamos County, has approved their joint request to expand the program into White Rock. NMMS has now re-classified the Los Alamos MainStreet program serving downtown Los Alamos as a “County-wide” program.

“New Mexico MainStreet will begin working with LACDC to identify Economic Transformation Strategies and a plan of work with the Los Alamos MainStreet Director and the delegated County representative,” wrote Rich Williams, Co-Director of NMMS, in a letter.

Since its inception in 1993, Los Alamos MainStreet has been committed to supporting local downtown businesses as an important component to economic development. The program’s current key strategies are focused on transforming downtown into a place where people want to gather and do business, as well as promoting and encouraging niche tourism by capitalizing on the community’s historic and scientific significance.

“We look forward to extending our support to White Rock businesses, now officially part of Los Alamos County MainStreet, and working closely with the County, developers and others to make White Rock more business-friendly to both existing and new businesses,” said Lauren McDaniel, Director of Los Alamos MainStreet.

MainStreet works to leverage every opportunity to create an environment and events that attract locals and visitors alike. For instance, in recent years the program successfully leveraged New Mexico MainStreet Capital Outlay funds with a match from Los Alamos County to complete historically accurate streetscape improvements along Central Avenue that outfitted MainStreet with historical looking 1940’s pedestrian street lights with modern LED fixtures, new bike racks and trash cans that mimic the era. 

It not only hosts a Small Projects Grant program, offering matching financial assistance up to $1,000 for promotion of downtown events, but also offers businesses a zero-interest LACDC Façade Improvement Loan up to $25,000 for improvements to help with the costs associated with starting a business and for existing businesses that need to spruce up their exterior. To date, LACDC has made almost $70K available to five local businesses.

Los Alamos ScienceFest, MainStreet’s signature event run for the past 11 years with support from the County, community partners and sponsors, brings out locals and visitors from in-and out-of-state who stay in the community and spend money at local businesses during their trip here.

In addition to Los Alamos MainStreet’s most recent National Accreditation in 2018, the program received a “Spirit of Preservation Award” from New Mexico MainStreet in 2015 for advocacy of the Manhattan Project National Historical Park, as well as a Great American Main Street Award (GAMSA) “One to Watch” award in 2016. In 2017, the Los Alamos ScienceFest “Atomic City Spy Tour” won a New Mexico Hospitality Association Top Hat Award for “Best New Experience.”

In conjunction with the recent expansion into White Rock, future goals of Los Alamos MainStreet include a collaborative effort to diversity the economic base, make it easier for businesses to succeed in the County, improve quality of life and increase availability of affordable housing.

For more information about Los Alamos MainStreet, visit

New MainStreet Boundaries in White Rock:  

NMMS revitalization specialists in urban design met with representatives of Los Alamos County and LACDC and have agreed to the following area as a revitalization and redevelopment area in White Rock: from the intersection of NM Highway 4 and Sherwood Blvd. the boundary is South on Sherwood Blvd. to the northern edge of residential property parcels on the north side of Aztec Ave; East along the northern edge of residential property parcels on the north side of Aztec Ave; North to the southern loop of Longview Drive; Northeast along Longview Drive to the intersection with Bonnie View Dr; East and Southeast along Longview Drive to Rover Blvd.; North on Rover Blvd. to Meadow Lane; East on Meadow Lane to westernmost edge of residential property parcels; North along westernmost edge of residential property parcels to NM Highway 4; and West on NM Highway 4 to Sherwood Blvd.

Los Alamos MainStreet is a program of Los Alamos Commerce & Development Corporation; a private, not-for-profit economic and community development organization serving the Los Alamos area since 1983. LACDC serves as the umbrella organization for the Los Alamos Chamber of Commerce, Los Alamos MainStreet, Discover Los Alamos, Los Alamos Small Business Center, Los Alamos Creative District, projectY cowork Los Alamos and the Los Alamos Research Park.

The Los Alamos Commerce and Development Corporation’s mission is to build a vibrant community through a thriving economy by leveraging public and private sector investment to achieve sustainable economic development. LACDC works to drive economic progress by providing services to businesses using its broad portfolio of programs and initiatives.