Our Mission

The Los Alamos MainStreet and Creative District, a program of Los Alamos Commerce & Development Corporation, is building a vibrant community through a thriving economy. We leverage public and private sector investment to achieve sustainable economic development. We drive economic progress by providing services to businesses using a broad portfolio of programs and initiatives. We balance sound economic considerations with social and environmental concerns as we serve the business community, create and retain jobs, and diversify the economy.

ABOUT

Los Alamos MainStreet and Creative District is the only County-wide state-accredited New Mexico MainStreet program, serving businesses and the community in both Los Alamos and neighboring White Rock. Our goal is to create a thriving economy by being a partner and advocate for local businesses in our district; driving promotions, programming and events that bring more locals and visitors to our downtown; and partnering with the Bradbury Science Museum, Los Alamos Creative District, Los Alamos Historical Society, Pajarito Environmental Education Center and other organizations to simultaneously preserve our historic and scientific heritage, and revitalize and diversify our local economy. We host four annual events, in partnership with Los Alamos County and sponsors: Los Alamos ScienceFest (June), Los Alamos Day of Arts and Culture (October), Los Alamos Halloweekend & Trick-or-Treat on MainStreet (October), and Los Alamos WinterFest (December). We want our respective downtowns to be a great place to live, work and play!

View the MainStreet Boundaries (PDF)

MainStreet Maps

Maps and Directory: Los Alamos and White Rock MainStreet Districts

Los Alamos and White Rock MainStreet Directory

Businesses

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2016 Great American Main Street Awards Winner

Los Alamos MainStreet and Creative District was selected as a winner of the 2016 Great American Main Street Awards, chosen by the National Main Street Center, a subsidiary of the National Trust for Historic Preservation. Los Alamos MainStreet was picked as “One to Watch,” for being a neighborhood making progress toward revitalizing its downtown district.

A statement issued by Patrice Frey, president and CEO of the National Main Street Center, reads, “The 2016 GAMSA winners have succeeded in making their towns an exciting place to live, work, play and visit through implementing our historic preservation-based methodology for downtown revitalization. “In each locality, the local Main Street organization has collaborated with residents, business owners and other local partners to revitalize their district by promoting the assets that makes that community special.”

The awards were presented May 23 at the center’s 2016 Main Street Now Conference in Milwaukee. A national jury composed of former award winners, community development professionals and government representatives involved in historic preservation and community revitalization chose winners. Criteria include “strength of the Main Street in creating an exciting place to live, work, play and visit, commitment to historic preservation, implementation of model partnerships and demonstrated success of the center’s approach to revitalizing downtown corridors.

Los Alamos has the only Creative District in the state of New Mexico. The development of the Creative District serves as a catalyst for supporting and developing service, restaurant, retail, and hospitality businesses within the proposed district. Its focus is to improve the community’s capacity for economic benefit from visitation/tourism. Staple events include the Tuesdays at the Square Summer Entertainment Series, as well as regular creative offerings such as cabaret shows and special events like the shadow-cast production of "Rocky Horror Picture Show."

MainStreet Futures Charter/Purpose

MainStreet Futures Committee is a forum for the coordination of downtown business interests, downtown property owners, and local government. Meetings are on the second Monday of each month.

The purpose of this group is to identify and promote new and varied uses for underutilized commercial buildings; identify new market opportunities for the downtown; identify and promote initiatives that enhance the prospects of success for new and existing businesses as well as prospects for development/redevelopment consistent with the approved downtown plan; identify and promote opportunities to physically improve public areas, buildings, and businesses downtown; provide input and advice to promotional activities of the MainStreet program; and, be a sounding board for downtown priorities and advocacy.

MainStreet Futures Committee

George Marsden (Chair), Jacquelyn Connolly (Executive Director, Los Alamos MainStreet and Creative District), Alison Watkins, Lauren McDaniel, Sandy Jones, Janice Krish, Donavan Price, Janet Lovato, Shana Sasser, Jill Lang, David Reagor, Suzie Havemann, Randall Ryti, Eva Jacobson, Juan Rael, Patrick Duran, Patrick Moore, Tracie Stratton, Melissa Paternoster, and Carolyn Cowan.

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Jacquelyn Connolly

Executive Director, Los Alamos MainStreet and Creative District

Hailing from Denver, she previously worked as a curator for the Denver International Airport Art Program and the Emmanuel Gallery at the University of Colorado at Denver. Prior to that, she worked as a public art administrator for Creative Colorado (Colorado’s State Arts Agency) and the City of Denver. Through her business as an independent arts and project management consultant, Jacquelyn’s experience as an arts administrator brought together artists, the community, businesses, and local government. Organizing events, exhibitions, and public art projects are her specialty.

After relocating to Los Alamos in 2018 with her husband and three children, Connolly joined several boards and organizations to learn more about the community and get involved locally. A graduate of the 2023 Los Alamos Leadership Class, she is currently the President of the New Mexico Coalition MainStreet Communities Board.

Alison Watkins

Event Manager

A native of Los Alamos, Alison Watkins (nee Honig) brings her experience in networking and knowledge of local community organizations to the Event Manager position at Los Alamos MainStreet & Creative District. Alison enjoys bringing people together and providing a welcoming environment for people to share ideas, learn new things, and make connections. She has event planning experience from her time at the Los Alamos Historical Society as well as at the Vietnam Center and Archive at Texas Tech University.

Alison holds a B.A. in history from Texas Tech University as well as a paralegal certificate. After spending 17 years in Texas, she and her husband moved back to Los Alamos in 2011 to raise their 3 boys (now 19, 16, & 10). Most of her free time is spent at their sports and activities, or in her adult ballet classes and performances.

Jennifer Armstrong

Communications Manager, MainStreet & Creative District

Ambassador Program Manager, Los Alamos Visitor's Center

Armstrong has been working with LACDC since June 2024 as the Ambassador Program Manager under Visit Los Alamos. In December, she expanded her role with the company by joining the MainStreet team as the Communications Manager. Her focus is telling the success stories of Los Alamos MainStreet & Creative District through newsletters, impact reports, web content, and other media. She will also pursue grant funding for LAMSCD’s many initiatives.

Armstrong has worked as a writer and editor for more than 20 years. She has also taught college courses in writing, literature, and film studies in a variety of settings. She moved to Los Alamos in 2021 and worked previously as the volunteer coordinator at the Los Alamos Historical Society and as an academic coach at the University of New Mexico-Los Alamos. In her free time, Armstrong enjoys reading, walking, practicing yoga, spending time with family, and traveling. She also leads writing workshops and owns a small business, Lantern & Quill, which provides communications services for individuals, businesses, and non-profits. Armstrong holds a Ph.D. in English from the University of Colorado Boulder.