How Roswell Built Community Support Before Landing a Major Win

When the National Championship Air Races relocated from Reno to Roswell in 2025, it was a tremendous win for the New Mexico community. The races brought with them visitors from 48 states and 16 countries, generated new economic opportunities, and even helped convince an aviation company to establish a presence in Roswell.

But the event's success started long before the first aircraft landed on the runway. It started with a deliberate effort to build trust and engage the community.

Mike Espiritu, President and CEO of the Roswell-Chaves Economic Development Corporation, believes economic development is as much about communication as it is about recruitment. He regularly speaks to civic organizations, attends local meetings, works with traditional and social media, and makes himself available to answer residents' questions directly.

That investment pays dividends. Residents embraced the Air Races as volunteers and ambassadors, creating a welcoming atmosphere that organizers and competitors described as feeling like family.

Roswell's approach also extends beyond high-profile events. Espiritu recently announced the community’s first data center project, but before that project was even in the discussion stage, Espiritu spent time educating residents about what data centers are, how they operate, and what they could mean for the local economy. By sharing information early, Espiritu prepared the community to have productive conversations when the project became public.

The lesson is simple: communities don't build trust during controversial projects. They build through consistent communication, visibility in the community, and transparency about what they  are doing and why they are doing it. Doing so allows economic development leaders to create informed advocates instead of reacting to misinformation after it spreads.

Roswell's experience is one of several real-world examples featured in our whitepaper on building community support for economic development. Download the full guide to learn practical strategies for increasing transparency, engaging residents, and earning the trust that helps communities move projects forward.