Facebook Twitter Instagram
Home > Events > New Mexico True Fest

New Mexico True Fest

New Mexico True Fest

Labor Day Weekend - September 3rd - 4th

For more than four years, the New Mexico Tourism Department has dedicated every resource to promoting the people, places and experiences that make New Mexico a truly unique destination. Developed to combat the misconception that New Mexico is a desert state with nothing to do, the New Mexico True campaign was designed to show what is really “true” about New Mexico… that we are a state full of culture, pride, diversity and unparalleled adventure.

Today, New Mexico True extends to the creativity and passion that goes into local businesses making, growing, and raising New Mexico True consumer products.To that end, the New Mexico Tourism Department and EXPO New Mexico are pleased to announce the launch of New Mexico True Fest, a showcase of all things New Mexico.

We invite you to participate in the inaugural New Mexico True Fest this coming Labor Day weekend at EXPO New Mexico. True Fest is comprised of 7 core elements:

  • Specialty Foods Showcase for sampling and selling products.
  • Food Truck Rally utilizing local produce and products.
  • New Mexico Wine & Jazz Festival featuring local wineries.
  • Arts and Crafts featuring talented local artisans from every corner of the state.
  • True Brew Beer Garden featuring local craft breweries.
  • New Mexico Band Showcase featuring exceptional local musicians.
  • The Midway filled with carnival games, amusement rides and entertainment.


If you are a New Mexico business or artisan and wish to reserve booth space for True Fest, click the applicable vendor form below to complete the Food or Artisan Vendor application.

Food Vendor Application

Artisan Vendor Application

Tourism Partner Application

New Mexico True Certified partners are eligible to participate in True Fest free of charge. If you are already a member of the program, please check the appropriate box in the “Vendor Category” of the application*.

If you wish to learn more about the New Mexico True Certified program or to apply for membership in the program, please visit the Tourism Department’s website at www.nmtourism.org/truecertified.

*New Mexico True Certified Vendors admitted into the program by August 1st are eligible to participate in True Fest free of charge.

All vendors will be notified by EXPO New Mexico once their application has been approved. Detailed event information will be provided to approved vendors closer to the event. Below is some basic information to help you to begin planning for this event.


Booth Location & Premium Booths:

  • Booths will be assigned by EXPO New Mexico Concessions Management staff.
  • Premium booths are available for a fee, offering additional space and prime location.
  • To request information on sponsorship and premium booths - click here
  • Prepackaged Food vendors will be lined up along Main Street in 10x10 tents.
  • Food Tents and Trucks in one of three pods located around the event.
  • You will have the opportunity to speak with event staff to request the location of your choosing, but we cannot guarantee any location until your contract has been signed.

Event Load-in & Load-out:

  • Setup Thursday, Sept 1st from 8am to 5pm and Friday, Sept 2nd from 7am to 11am.
  • Event doors open to the public at Noon on Sept 3rd and 4th and run until 9pm both days
  • Your booth must be open for the entire duration of the festival.
  • EXPO New Mexico will provide overnight security, however we do not recommend leaving any valuables or perishables in your booth overnight.
  • Vendors will be required to load-out Sunday, Sept 4th except those vendors who are registered to vend at the New Mexico State Fair.
  • EXPO New Mexico will be closed on Labor Day - Monday, Sept. 5th

Additional Documents:

Vendors must be a licensed New Mexico business and make their own products.
Vendors must provide proof of liability insurance, naming New Mexico Tourism Department and New Mexico State Fair as an additional insured.
Food vendors will be inspected by the State Environmental Health Department, State Fire Marshal and, if applicable, LP Inspector for propane.

Badges & Vendor Parking:

Vendors will receive four vendor badges per booth.
Vendors will receive two complimentary vehicle parking passes.
Additional badges and parking passes can be purchased in advance.

Advertising & Marketing:

New Mexico Tourism Department will be leading the advertising for this event.
The focus for this inaugural year will target a 100 mile drive radius, but will cover the state in various media platforms and online.
New Mexico True Fest is a free event so we anticipate significant crowds for this holiday weekend festival.
Approved vendors will receive social media marketing tools to help us saturate the Internet with festival information. We expect all vendors to help spread the word.

For additional information contact:

Chris Goblet
505-660-2951 or
Back to