On Thursday (December 27, 2007), the New Mexico Tourism Department’s newest mobile visitor information center – a 2008, 39-foot Simba Freightliner, transformed into a traveling showcase of the best of what New Mexico has to offer – will set out from Santa Fe to Pasadena, California, to take part in media and consumer events surrounding New Mexico’s return to the Tournament of Roses Parade.

The new center, which arrived in Santa Fe Monday (December 24) from Sturtevant, Wisconsin, where it was outfitted with brochure racks and other equipment that help showcase New Mexico and wrapped with scenic views of the Land of Enchantment on a yellow background, replaces “Big Red.” That 34-foot center was retired from service after spending the last three years traveling coast to coast promoting New Mexico. The Department also uses “Moby Vic,” a 28-foot RV in its promotional activities, primarily within the State of New Mexico.

“The traveling visitor centers are great marketing tools,” said Michael Cerletti, Secretary of the Tourism Department, “and give us unique opportunities to take our message to potential visitors.”

The new center’s promotional activities during its maiden voyage to California will include:

• Taking center stage during the final stages of float construction at the Fiesta Parade Floats Pavilion in Duarte California through Dec. 30;
• Appearing at a media dinner at a Los Angeles restaurant December 28, catering to around 25 Southern California travel writers;
• Being a part of the reception for New Mexico float volunteers Dec. 30; and
• Participating in the “Tailgate at the Rose Bowl (Fan-Zone)” January 1 at the Rose Bowl Stadium, where more than 150,000 people will gather prior to kick-off of the Rose Bowl game, featuring the University of Illinois and the University of Southern California.

“According to our research, California remains New Mexico’s second-best out-of-state market (behind Texas) and Illinois is seventh,” Secretary Cerletti said. “While in California, we will also take part in the Illini Bash Dec. 31 at Universal Studios, where 10,000-12,000 Illini fans – primarily from the Chicago and St. Louis areas – will gather to celebrate. This is a perfect opportunity for us to present New Mexico in a way we never could before. Our mobile visitor centers help make it possible.”