BLANCO, N.M. – Tucked in a bend of the San Juan River is a mile of private riverfront access to fly-fishing, bird-watching and a disc-golf course. Alongside the riverfront trails, it is not uncommon to see cattle roaming or fields of alfalfa in the distance.

Majestic Enchantment, owned and managed by Jacob Chavez, is an expansion of a family business that a decade ago included only cattle and hay. Now on an average day, Chavez transitions between rancher, farmer, art gallery owner, land manager and outdoor recreation business owner.

With an expanding emphasis on the outdoor industry as a growing economic force in northwest New Mexico, how does a family farm make the transition to an outdoor recreation business?

Moving into outdoor recreationChavez said his family has been in Blanco for five generations. While the family began as sheepherders, they transitioned to cattle in the 1940s. Currently, Chavez manages a 75-acre farm with about three cuttings of alfalfa annually and about 60 cattle.

“We sell hay in the winter to get through,” he said.

Chavez said he started to expand the family alfalfa and cattle business to include the outdoor industry about 10 years ago. In addition to the working farm, there are 2 to 3 miles of nature trails, an 18-hole disc-golf course, a mile of San Juan River access for fly-fishing and bird-watching, and an art gallery.

The gallery, which has been open for 10 years, accepts pieces on consignment and features primarily New Mexican art, including Navajo rugs, Katchina dolls, southwestern jewelry and wood carvings. Chavez said he tries to accept work within a wide price range that is affordable to locals and tourists with varying budgets.

“People from Santa Fe stop through and think they’re getting a steal,” he said.

For the past two years, Chavez has also hosted local elementary school field trips. While the students do not fly-fish, he said there is an emphasis on exploring and understanding the biology of the river.

“It’s education with a touch of outdoor recreation,” he said.

Because Chavez has private river access, he said he limits his fly-fishing passes to less than 10 people a day to protect the environment and the integrity of the fish population in the area. While Majestic Enchantment does not provide rentals or guided trips, Chavez said Rio Epic Adventures and Soaring Eagle Lodge will often bring guided clients along the river.

Chavez said one of his favorite parts of expanding the business has been seeing families return to his stretch of river each year to fish and explore. Because Majestic Enchantment and the art gallery are open year-round, there are also a fair number of repeat anglers from Durango and Southwest Colorado.

Warren Unsicker, director of economic development and the Outdoor Recreation Industry Initiative for the city of Farmington, said Durangoans make the trip across the state line frequently, especially during the winter months for mountain biking and fly-fishing. As a result, Farmington’s Convention and Visitors Bureau ran a marketing campaign called “We see you Durango,” Unsicker said. “We see you coming down here so why don’t you stay a little longer and eat and play?” he said. “Our economies are tied at the hip.”

An expanding outdoor recreation industryChavez’s expansion into outdoor recreation mirrors a larger push taking place in San Juan County and Farmington. The Outdoor Recreation Industry Initiative was created to help diversify the region’s economy and expand the number of local outdoor recreation businesses.

The outdoor initiative held a resource fair and series of panel discussions Saturday at San Juan College designed to support the expansion of outdoor-focused businesses in the community. It was the second Basecamp event. Last year’s saw 20 to 30 people attend presentations focused on outdoor recreation. Unsicker said the focus of the event is “really on outdoor recreation, how to start a business and take their hobby and turn it into an actual business.”

The event came a month after it was announced Farmington would host the third annual New Mexico Outdoor Economics Conference on Oct. 1 and Oct. 2 at the Farmington Civic Center. Statewide advocacy groups, government officials and outdoor industry experts will discuss ways to grow the outdoor recreation industry throughout the state. The previous conference in Silver City drew about 300 people.

“Here in Farmington, we’re really trying to build up resources for guides and manufacturers so it doesn’t cost as much to get involved,” Unsicker said.

Chavez said he hopes to be involved when the Outdoor Economics Conference comes to Farmington. He recently put in an application to host a conference event along his stretch of the San Juan River.

People who stop into Majestic Enchantment’s art gallery can give Chavez a call at the number on his painted door sign. With so many hats to wear, he could be planting alfalfa, managing cattle or trimming the trails along the river.

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