What's the plan?


Published on Sunday, August 23, 2009 12:13 AM MDT

Editor’s Note: Last week, the Rio Rancho Observer did a story on the current city administration’s plans for growth and development. As a follow-up to that story, we decided to ask Mayor Tom Swisstack and City Manager James Jimenez some more specific questions about their plans for the future.

RRO: What would you say to your critics who say that Rio Rancho’s plan for growth is anti-city and geared toward creating urban sprawl?

Jimenez: The entire city was originally zoned as residential and for the most part sold as individual lots to thousands of different owners from around the country.

In developing master plans today, what we are striving to do is implement Smart Growth Principles, which consist of plans that have residential, retail and commercial components. For example, this is exactly the vision for the City Center/Central Business District.

RRO: Would you have built City Hall and the Star Center where they are if that project would have happened during your administration?

Swisstack: In deciding to proceed or not to proceed with the City Center area, my primary objective would have been to stress to residents that a project of this magnitude and scope is not going to happen overnight, and that the build-out would be a 20-year process. My decision would have been based heavily on the feedback I received from residents after this message was communicated thoroughly and extensively.

RRO: What happened to the visioning process for the City Center area; what happened to (developer) Titan’s plan for a retail center next to City Hall?

Jimenez: The master plan for the Central Business District/City Center area went before the Planning and Zoning Board in July. The document will go before the governing body at their August 26, meeting.

Due to the economic downturn, an agreement to bring office space to a piece of property between City Hall and the Santa Ana Star Center did not materialize.  However, we believe that the completion of the two UNM facilities, the CNM building and the Hewlett-Packard structure will make the City Center area much more attractive.

RRO: Are there plans for a better marketing position for Rio Rancho? (in order to improve the identity of the city)

Swisstack: Promoting the city and all of its positive aspects will always be an ongoing effort comprised of community partners such as the school district, the chamber of commerce, etc.

Matt Geisel, the new manager of the Convention and Visitors Bureau, brings a wealth of marketing experience to city government and I believe that the initiatives he is working on will help to highlight all that the city has to offer.

RRO:What’s needed to make the Star Center work?

Jimenez: To see the Santa Ana Star Center reach its full potential of being the state’s premier multi-purpose venue, a manager with a proven track record, strong ties to the entertainment industry, and expertise related to marking and promotion is needed. This is what we believe we have with Global Spectrum, the new management and operation company for the Santa Ana Star Center. If we bring acts people want to see, they will buy tickets and the arena will be successful.

RRO: What is the plan to ensure the city has enough water to meet development?

Jimenez: Our strategy over the last few years has been to acquire additional water rights as required by the state engineer. In addition, our strategic plan calls for development of a plan for water sustainability and conservation, which we have begun. One recent example is the city installing 55 wireless irrigation control units at all city parks and recreational facilities. These units allow staff to delay or shut down watering cycles remotely during times of inclement weather, which saves water.

RRO: Where do you see the city in 10 years?

Swisstack: I see Rio Rancho continuing to build upon the foundation that is being put in place right now: City Center development, retail development, job growth, quality of life initiatives, and furthering health care and educational infrastructure. In addition, I believe the city will remain the best place in New Mexico to raise a family.

RRO: What happened to the development process manual?

Swisstack: The Development Process Manual is going before the Planning and Zoning Board at their August 25 meeting, and the fact that this document is ready to be presented is a testament to John Castillo, the new director for the Development Services Department.

RRO: What is Rio Rancho doing to be innovative, to think outside the box?

Swisstack: Innovation comes from great minds and those who have experience and expertise in any given field. These are the types of people the city has hired and will continue to seek out. With staff like this, new ideas and the solutions to our challenges will be abundant. One recent example of a new approach was the retail summit the city facilitated earlier this summer. At this summit, the city consulted with business leaders on how we can become more effective in attracting retail development to the city.

RRO: What are some examples of how the city’s strategic plan, which was adopted in March, is being implemented?

Jimenez: An objective of the strategic plan was to identify ways to increase the city’s gross receipts tax base, which supports community services and facilities. In June, Mayor Swisstack hosted a retail summit with community stakeholders and those who facilitate development. The goal of the summit was to review what the city can do to become a more attractive retail location and remove obstacles for development. Currently, the city is seeking resident input regarding what businesses they would like to see locate in Rio Rancho via a survey that is available on the city’s Web site (ci.rio-rancho.nm.us/retailsurvey). The information that is collected will be used during the process of targeting, attracting new businesses to the community, and helping to guide budget decisions.

Copyright © 2010 Rio Rancho Observer

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Reader Comments

The following are comments from the readers. In no way do they represent the view of the Rio Rancho Observer.

Robert wrote on Aug 25, 2009 9:39 AM:

" Be nice to see the CC completed in 10 years or less and the gross receipts taxes flowing.
Also once the Master Plan is approved, is it going to be published?
Love to see what the finalization will be. And once approved love to see it acted upon. Get the GRT flowing and get the burden off the Home Owners once and for all! "

unRobert wrote on Aug 26, 2009 6:54 AM:

" Robert is right. Where are the strip malls with the Dollar Stores, Nail Salons, and Little Anitas for City Center? Why should people living near City Center miss out? That's valuable GRT we're losing. We don't need a 10 year plan, what we have here in the city has worked great so far. Build the strip malls, the cheesy businesses will come and grow the GRT.

Swisstack needs to go. He's anti-strip mall anti-Dollar Store, and anti-Nail Salon. We need a new mayor before he ruins what we have built so far. "

Kathy wrote on Aug 26, 2009 11:39 AM:

" I vaguely recall that a survey was sent out last year asking the people of RR what retail stores they would like here and you saw where that went. Why keep asking the same ole questions when you're not listening anyway. Pull out the old survey and start listening City of RR. "

FromPhx wrote on Aug 26, 2009 6:02 PM:

" If you really want to grow the new City Center you need a freeway spur from I-25 to the CC. The exit should be from between mile marker 235-238. The spur should only have one or two exits before it ends at the CC.

I work in the NE Heights of ABQ and live in Ventana Ranch. People in the NE Heights will not go to the Star Center because of the hassle it is to get to. A freeway from I-25 to the CC would allow people to drive to the CC in 20-30 minutes. "

Resident wrote on Aug 27, 2009 6:08 AM:

" I feel the administrations of Rio Rancho in the last decade or more have looked at City growth and nothing more than how to make money for themselves. Maybe City officials need to rethink what the city is all about and stop making it very hard to do business here. Personally I am attempting to find a way to move from Rio Rancho it just does not have the opportunities I would like to be part of.
Azulstar still has not paid it's electric bill and removed all it's equipment from city infrastructure. "

Gary wrote on Aug 27, 2009 6:20 AM:

" It's interesting how they don't really answer the questions, they talk around them. You asked about the Visioning process for City Center and received no answer. They never answer about being in favor of City Center, because they are not. Swisstack and his city manager both need to go. Rio Rancho needs leadership with a vision, people who see the big picture. I'm tired of seeing gross receipts going to Albuquerque. With the right leadership City Center can be a reality sooner than Swisstack's later (20 years). "

Robert wrote on Aug 27, 2009 8:50 AM:

" Use the Uptown Mall as a base for the CC.
Sad the areas left in RR by the old Mayor's office.
Looks like the Projects down there.
Never heard anything on developing the old downtown except run away from it..
Yup they are still not looking at the old survey results ( maybe they don't like it). "

Barbara wrote on Aug 27, 2009 9:21 AM:

" small retail is just going to make it. Most folks don't realize the amount of revenue needed to keep even a "dollar store" operation going. That's why convenience stores are so diverse.


Swisstack was right when he said it's a 20 year plan.

You think something is badly needed out there - go start one yourself. If you made the right decision you'll be wealthy....if not? "

Robert wrote on Aug 27, 2009 12:26 PM:

" Barbera's point on most not knowing what it costs to run a business is right. Both my wife and I looked forward to open a business in RR. We first heard that RR was to become the " Movie Capitol of NM ". That did not happen, so we waited and the UNM, HP and CNM will be the ones. OK, we can re-slant accordingly, however until a handle is placed on what the bottom line will be ( 20 years????) what will be built, etc. here we sit. "

unRobert wrote on Aug 27, 2009 3:31 PM:

" Roberts right again! Look at the older areas of the city for more revenue. That's where the people live. Nobody lives near city center. Look at all of that empty retail space on Southern. That's a gold mine! I can't believe that somebody with vision (not Swisstack) hasn't taken advanatge of that. We need another bagel shop for the old people. Think of the GRT! Let CC wait 10 years, we have valuable space in the old downtown. "

Donald wrote on Aug 28, 2009 9:21 AM:

" I guess unRobert has not driven north of Northern in recent years. That is the direction the city is growing!!! Apparently Lowe's and Walgreen's see this. "The old downtown?" What are you talking about? Southern and 528 was never a real 'downtown.' Regardless of what he thinks there are currently new subdivisions north of Northern under construction, and started since the economic downturn. City Center's location was selected because it is near the geographic center or Rio Rancho's city limits. Get City Center off deadcenter! "

unRobert wrote on Aug 29, 2009 10:27 AM:

" Robert - no need to wait! Open a bagelshop, or a nail salon, or a tire store, or an insurance agency. Those are proven RR businesses! Think of the GRT!! Why wait. You've been so right on everything else. Don't wait for Swisstack, he's clueless. Open what works for RR. Also, build another strip mall, that's also proven in RR. We can't have enough strip malls in RR. Forget City Center. The people in Riversedge and Enchanted hills are right! "

unRobert wrote on Aug 31, 2009 6:51 AM:

" Your wrong Donald, Robert is right. His idea for a Flea Market at the Star Center is brilliant. That will get ABQ residents up here. We need to get CC to grow like Southern, like Robert says.

Also, quit giving land away to companies like HP. Give it to that ski shop guy, he has vision!!

Let him expand, that will get ABQ residents up here. "

Bob wrote on Sep 1, 2009 7:46 AM:

" UnRobert, how about giving solutions instead of criticizing Robert and get off you high horse. All businesses are needed! Like something is wrong with nail salon, insurance agency, or tire shop. They produce GRT and jobs!

I am concerned (like Gary) that they did not answer many questions. Like the water question. "

Mr Wordsworth wrote on Sep 2, 2009 12:12 PM:

" "Promoting the city and all of its positive aspects will always be an ongoing effort comprised of community partners such as the school district, the chamber of commerce, etc."


Will always be?? You mean you haven't started yet? I believe you just provided your next contender with a basis to help unseat you. If Mayor Owens and City Manager Palenick had this lack of enthusiasm for a project, you would still be looking at vacant land. Get with it or step aside but please quit wasting our time. "

Joe Sixpack wrote on Sep 5, 2009 4:01 PM:

" If you want to draw people to CC, put something special there, like a lake after you treat the flood waters. have boat rentals. make it a romantic place at night. get the cops to not bust everyone that has a beer somewhere.

Try something radical like allowing marijuana consumption in "red light district coffee shops" like they do in Amsterdam.

If you want to shop and eat, Cottonwood is the place to go and duplicating it by the CC won't pull people from the more centralized location that Cottonwood has. "

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