SANTA FE (KRQE) - As hundreds of volunteers prune and primp roses, leading up to one of the most popular parades around, New Mexico will be sitting on the sidelines.
The Land of Enchantment has entered floats four of the last five years, showcasing everything New Mexico, from hot air balloons to a Roswell UFO theme to even Wile Coyote and the Road Runner.
The floats flourished under former Gov. Bill Richardson, whose administration believed the parade catapulted the state into the national spotlight and boosted tourism. But the new administration has charted a new course when it comes to tourism marketing, and it doesn't plan to participate in the parade.
"Our entire focus is on spending the taxpayer dollar in the most efficient and effective way possible," said Tourism Secretary Monique Jacobson.
Building a float cost upwards of $200,000 a year, money that Jacobson said can be better spent elsewhere.
"We've got to make New Mexico a world class destination in people's minds, and we believe to do this we need to focus on the fact that in New Mexico we have incredible adventures and things for people to do," said Jacobson.
The department is trying to attract tourists who are more adventurous, people who many not necessarily be among the millions who watch the Rose Parade.
"We think it's more important to attract a mindset rather than a specific demographic target so that's who we are going after," said Jacobson.
The department will roll out a new advertising campaign in early spring.
However, some New Mexicans said the parade provides good exposure.
"We need to do everything we can to entice people to come here and see all the wonderful things we have to offer," said Santa Fe resident Rita Glasscock.
New Mexico did not enter a float in the 2011 Rose Parade because it conflicted with inauguration events in Santa Fe.
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Mugshots from local New Mexico authorities from December 2013.