Building a space to belong

At 21, Jakob Atwell saw something missing in Las Cruces — and decided to build it himself. 

What started as a small, 27-table card show in early 2025 has quickly grown into a large-scale event drawing nearly 1,800 attendees and more than 130 vendors in just one year. Now, organizers are preparing for their next show on July 18 at the Las Cruces Convention Center — with even bigger expectations. 

“I figured, well, I want one to be here, so why don’t I do it?” Atwell said. “The worst thing that happens is nobody comes, but at least I tried.” 

Instead, the response exceeded anything he anticipated. 

The show, co-founded by Atwell and Noah Fisher, has expanded rapidly as interest in trading cards and collectibles continues to rise. Vendors now travel in with everything from sports cards and Pokémon to memorabilia, artwork and specialty items, creating a space that appeals to both longtime collectors and newcomers. Fisher said the growth has been fueled as much by passion as by demand. 

“It doesn’t feel like we’re doing any sort of work because we enjoy doing this every day,” he said. “It’s pretty awesome to see the community come together.” 

That sense of community has become central to the event’s identity. 

Beyond the collectibles, organizers have made a deliberate effort to give back, incorporating a food drive that benefits Casa de Peregrinos and El Caldito Soup Kitchen. Attendees can bring nonperishable food items in exchange for raffle entries, with prizes ranging from card boxes to other collectibles. For Atwell, the idea came from wanting the event to serve a larger purpose. 

“If you have a platform where a lot of people know you and you’re able to make an impact, you should make an impact,” he said. “Why wouldn’t you?” 

The effort has already produced tangible results, with hundreds of dollars worth of food donated during past events. But for Fisher, the impact goes beyond the numbers. 

“My 50 cans don’t amount to what everyone else brings,” he said. “It’s just straight community.” 

That same mindset extends to the overall atmosphere of the show. Organizers emphasize accessibility, offering free admission and encouraging participation from anyone curious about the hobby. Whether someone is a dedicated collector or simply looking for something new to explore, the goal is to create a welcoming environment. 

“I just thought there’s a collector for everything,” Fisher said. “We wanted to give them a space to come together.” 

For Atwell, that mission is also personal. After a back injury in high school ended his ability to play sports, collecting became a way to stay connected to something he loved. That experience continues to shape how he approaches the event today. 

“Cards really helped me stay in touch with sports when I couldn’t play anymore,” he said. 

Now, as the show continues to expand, both organizers remain focused on maintaining that sense of connection while opening the door to more people.  

Atwell said his goal for July is to draw even larger crowds, while continuing to build something meaningful for the community. Fisher, meanwhile, is focused less on size and more on what the event represents.  

The event’s reach has also expanded beyond the convention floor. Atwell and Fisher recently appeared on Visit Las Cruces’ podcast, Holding All the Cards, where they discussed the show’s rapid growth, community focus and future plans. The episode is available on Visit Las Cruces’ YouTube channel and website. Atwell also runs an Instagram and Facebook account @southwestcardandcollectibleshows. 

“It’s just cool to see everybody come together,” he said. “Anybody’s welcome.”