Las Cruces Lodgers Tax Advisory Board

The Las Cruces Lodgers Tax Advisory Board assists Visit Las Cruces staff in establishing long-range goals and objectives and will assist in the development of new programs and administrative policies that directly impact tourism. The board also advises on the expenditure of lodgers' tax funds collected for advertising, publicizing and promoting tourist attractions and facilities in the area. 

Belia Alvarez headshot VLC board member

Belia Alvarez


Regional General Manager, Hotel Encanto de Las Cruces/Hilton Garden Inn

Russell Hernandez headshot board member

Russell Hernandez

Vice President

Co-Owner/CEO, Salud! de Mesilla

Heather Reed board member

Heather A. Reed


Executive Director, New Mexico Farm & Ranch Heritage Museum

Alice Carruth headshot VLC board member

Alice Carruth



Nicholas Pearce headshot board member

Nicholas Pearce


Assistant General Manager, TownePlace Suites Las Cruces