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The Las Cruces Chile drop has received an infusion of capital that will allow organizers to take the event to new heights.
Main Street Las Cruces, formerly the Downtown Las Cruces Partnership, announced it has been awarded a $10,000 Tourism Event Growth and Sustainability grant from the New Mexico Tourism Department. This distinguished award will directly support the upcoming Las Cruces Chile Drop, the city’s signature New Year’s Eve celebration that has grown to attract thousands of visitors annually.
With this support, the Chile Drop will be able to spice up its programming and promotional reach.
The event is already known for its festive atmosphere and one-of-a-kind cultural identity, but this year’s celebration promises to be even bigger, brighter, and more memorable.
Over the past few years, the Chile Drop has drawn more than 9,000 attendees each year, becoming a beloved Las Cruces tradition and garnering national attention—from CNN coverage to being named one of the top three New Year’s Eve Events in the country by USA Today.
“The Chile Drop is both a night of fun and celebration,” said John Muñoz, president and CEO of Main Street Las Cruces. “I want to thank vice chair Jeffrey Stewart for spearheading our submission with our board and various community stakeholders and leaders. This event will be an unforgettable experience for all, and you absolutely do not want to miss this year’s Chile Drop.”
This award also carries national and international significance. By aligning with the New Mexico Tourism Department, the Chile Drop is poised for expanded exposure to audiences across the country and beyond. The grant positions Las Cruces as a must-visit destination for cultural tourism and amplifies the city’s identity as the Chile Capital of the World.
As seen around the globe, Las Cruces will once again shine as the one-of-a-kind illuminated chile pepper drops at midnight Dec. 31, welcoming 2026 with culture, pride, and community spirit.
Main Street Las Cruces is a nonprofit dedicated to revitalizing downtown through economic development, cultural programming and community partnerships.
