SOUTHERN NEW MEXICO
Ruidoso's midtown businesses bullish for summer
Businesses adapt for a season without horse races
RUIDOSO — The loss of the Ruidoso Downs Race Track after last summer’s floods is irrefutably a blow to the Ruidoso’s tourism economy as well as a blow to a community where the races have run through summer for generations.
The track recently estimated that it generated up to $180 million for the local economy each year, drawing thousands of visitors to the track and area businesses.
The 2026 Ruidoso Downs horse racing season, including the $3 million All-American Futurity, will open May 22 at the Downs Racetrack and Casino in saʴýҳ through Sept. 7.
While Ruidoso Downs continues to host other events such as its horse sales pavilion, the track in January that, after flood mitigation analyses and input from government agencies, “the racetrack is not sustainable now or for many years to come.”
“We always had the anticipation of the track opening Memorial Day,” Ruidoso Mayor Lynn Crawford said in an interview. Many of the village’s part-time residents would return for racing season and kick off summer in Ruidoso along with “weekenders,” vacationers and RV travelers. Crawford said reservations ahead of Memorial Day were lower than typical expectations, while retail generally fared well over the last quarter and was upbeat about summer.
“We're going to find out this year, not starting with the track and going flat-footed into the summer,” he said. “People have been coming here for millennia for the cool pines and the hospitality, things that we put on for the weekends, free music in the park and so on. Are they going to come here to rest and relax for a respite on the weekend and spend their money?”
He didn’t mince words about the challenge for small businesses: “I still expect it to be severe, especially to some businesses more than others. And for those that will not adapt, it could be fatal.”
Many of those visitors explore midtown Ruidoso’s shops, bars and restaurants as well. Business owners recently interviewed by the Journal acknowledged the likelihood of a hit to pedestrian traffic while expressing optimism that new events and standing attractions to the village would keep hospitality and tourism humming along Sudderth Drive.
Denni and Mike Cheney spoke of adaptation, as well. During the COVID-19 pandemic, their bar, bandstand and package store, Win Place & Show, converted a parking area into an attractive outdoor patio with flagstones, shade structures and booths for ax-throwing that enhanced the business’ appeal to pedestrians. They also had sufficient capital to weather the restrictions that sank many businesses in the food-and-drink sector, they said, and they credited a shot of good luck as well.
“It all hinges right now on rain and fires,” Mike Cheney said. “There's been a lot of work done up and down the river. I think the village has been supportive. … It’s hot everywhere else, and people want to get to the mountains. And my gosh, the things you can do here — if you’re bored here, it’s your fault.”
New endurance racing events are coming to Ruidoso as well.
The IRONMAN 70.3 triathlon — comprising a 1.2-mile swim, 56-mile bike ride, and 13.1-mile run — will be held in July. Crawford said athletes and trainers were already arriving in the village to acclimate and train for the event.
In October, Ruidoso will officially kick off a three-year commitment to host the XTERRA World Championship triathlon.
On the far end of Sudderth near Mechem Drive midtown, Dean Fowler has operated the Ranchers Steak and Seafood Restaurant for over a decade as well as other businesses. The steakhouse sits across the street and on higher ground from neighboring shops that were wrecked by floodwater last summer.
Fowler anticipated plenty of visitors coming back to the village this summer, and he was confident the village was implementing lessons learned from the past two summers about weather alerts and rapid response to floods.
“I hate to say we’ve learned from experience, but Ruidoso really has,” Fowler said. “It's going to take years to get our growth back to where it was; but as a whole, Ruidoso is positive and we're looking forward to this summer.”
Algernon ’A is the Journal’s southern New Mexico correspondent. He can be reached at adammassa@abqjournal.com.