The 2025 Turtleback Mountain Golf & Resort New Mexico Open has officially redefined what a regional golf event can mean for its host community. With record-breaking visibility, digital engagement, and local economic impact, the tournament became a statewide showcase of how integrated storytelling, digital innovation, and media collaboration can turn a championship into a movement.
A Major Boost for the Local Economy
Throughout tournament week in September, Truth or Consequences, Elephant Butte, and surrounding Sierra County communities saw an unprecedented surge in tourism. Hotels, resorts, and short-term rentals were filled to capacity as players, spectators, and staff arrived for the four-day event.
Lodging partners such as Holiday Inn Express & Suites, Comfort Inn & Suites, and the casitas at Dam Site Marina & Historic District experienced some of their highest occupancy rates of the year. Tranquil Springs Suites and properties within Turtleback Mountain Golf & Resort reached 100% occupancy.
“The New Mexico Open brought great energy to our hotel and community,” said Daniel Kelsey, General Manager of the Holiday Inn Express & Suites. “We welcomed many players and spectators, and it was exciting to see our property become part of such a vibrant event.”
“We’ve never seen demand like this at this time of year, full occupancy and a real shot in the arm for our team and community,” said Isabella Shetter, general manager of the Comfort Inn & Suites.
“We could not have asked for a better way to kick off our first year,” said Nate Stephens, co-owner of Tranquil Springs Suites. “Being 100% sold out during the New Mexico Open proves that events like this are catalysts for tourism and real economic growth in Sierra County.”
Local Restaurants and Recreation Thrive
The surge extended beyond lodging. Restaurants and recreation venues enjoyed one of their busiest weeks of the year. Los Arcos Steak & Lobster House — a beloved Sierra County institution — stayed open all week, including its usual day off, serving near-capacity crowds night after night.
“This was one of the busiest weeks in recent memory,” said Los Arcos owner Bobby Middleton.
“The lake showed far more activity than usual, with boats and visitors rivaling our busiest summer weekends,” said Peter Meiusi, owner of the Marina Del Sur and Dam Site Historic Lodging.
At Elephant Butte Lake, activity rivaled peak summer weekends.
A Digital-First Strategy Sets New Standards
This year’s New Mexico Open also marked a digital milestone. For the first time in PGA of America sectional tournament history, the event used a four-day, six-hour-per-day Facebook Live broadcast as its primary media platform.
The results were staggering: 3.5 million views, an average 23 minutes watched per view, and 648 hours of total watch time — the strongest Facebook Live engagement ever for a PGA of America sectional tournament.
Simulcast across 14 partner pages, the broadcast generated 138,000 engagement actions (reactions, comments, shares) and an estimated $205,068 in earned media value.
“We set out to tell a story about golf, community and New Mexico’s spirit, and the world was captivated, setting a new standard for what regional sports can achieve,” said James Prendamano, CEO of PreReal Investments.
Expanding Reach Across TV, Radio, and Press
From Sept. 15–18, television and radio affiliates across New Mexico and West Texas aired 46 news stories, 48 promos, and 42 radio placements, reaching nearly 695,000 viewers and listeners and generating $207,712 in earned media value.
National outlets such as Yahoo Sports, MSN, and The Golf Wire amplified the story, while Albuquerque Business First, the Albuquerque Journal, and the Sierra County Sentinel provided in-depth regional coverage. Together, online and print exposure delivered 2.7 million impressions and $137,500 in earned media value.
Fans Become Storytellers
Perhaps the most powerful amplification came from the fans themselves. Across Facebook, Instagram, TikTok, X, and LinkedIn, players, sponsors, and spectators posted an estimated 1,100 to 1,400 pieces of content, generating 4.6 to 5.2 million impressions, a 7.1% engagement rate, and nearly 90% positive sentiment.
Organic social storytelling alone delivered an additional $220,000 in earned media value, underscoring that authentic community engagement can rival — or even surpass — paid campaigns.
With 11 million total media impressions and a measurable surge in local economic activity, the 2025 Turtleback Mountain Golf & Resort New Mexico Open stands as a defining moment for Sierra County — and a blueprint for how state-level tournaments can drive both visibility and vitality for their host communities.
About Turtleback Mountain Golf & Resort
Turtleback Mountain Golf & Resort is southern New Mexico’s premier golf and lifestyle destination, offering championship golf, upscale residential living and exceptional leisure amenities. Nestled in the scenic Rio Grande Valley, the 18-hole course challenges players of all levels while delivering dramatic desert views. With 1,300 planned home sites and added amenities underway, the resort is redefining what it means to live, play and relax in the heart of Southern New Mexico.
About the New Mexico Open
Since 1954, the New Mexico Open has been a proving ground for some of the game’s greatest names, including Lee Trevino, Notah Begay III and D.J. Brigman. In 2025, the tournament found its new home at Turtleback Mountain Golf & Resort, aligning competition with community through expanded pro-am events, youth and military golf clinics and economic development efforts. Visit https://suncountrygolf.com/new-mexico-open .
