Doña Ana County breaks ground on new amphitheater; architect to be hired this month, construction slated by Jan. 2028

Doña Ana County officials, community leaders and longtime local promoter Barbara Hubard marked the county’s July 2 groundbreaking for a new amphitheater at the Doña Ana County Fairgrounds.

Chair of the Board of County Commissioners Manuel Sanchez said some preparatory work is already under way — a new access road is being built and the former speedway has been cleared — and that the county will hire an architect later this month with construction to begin no later than January 2028. "This amphitheater we're going to be building will honor that legacy that Barbara built while looking towards the future," Sanchez said.

The project is part of a broader quality-of-life and infrastructure effort voters funded last November, Sanchez said, when "voters from Doña Ana County approved $140 million in general obligation bonds" divided into two main questions for community improvements. Officials at the ceremony credited that voter-approved funding as enabling the county’s investments.

Why it matters: County leaders presented the amphitheater as an economic and cultural investment that they expect will draw regional audiences, support local businesses and create opportunities for students. Speakers said the facility will help retain concerts that residents previously traveled out of the region to see.

Barbara Hubard, a local promoter and mentor whose career organizers repeatedly invoked at the ceremony, urged community support and highlighted the project’s educational benefits. "That ticket immediately goes into scholarships," Hubard said, thanking people who have bought tickets for shows that fund student opportunities. She also invited community members to observe rehearsals and support student involvement in productions.

Educational link: Dr. Jean Herzman, director of New Mexico State University’s School of Hotel, Restaurant and Tourism Management, said NMSU will integrate the amphitheater into coursework and practicums. "We'll start working in the fall semester to come up with ideas to maybe start helping with some of the events... and we're also proposing academic programs that will be related to it," Herzman said, describing plans for practicums, a sport-management concentration and student involvement in venue operations.

Community and business support: Representatives from the Greater Las Cruces Chamber of Commerce and the Las Cruces Hispanic Chamber of Commerce presented proclamations recognizing the groundbreaking and pledged support. Chamber leaders read signed proclamations and cited the amphitheater’s potential to foster cultural enrichment and economic activity.

Ceremony and next steps: Organizers celebrated Hubard’s upcoming 99th birthday and invited attendees to join a traditional shovel ceremony outside the venue; Assistant County Manager Steven Lopez asked attendees to rotate through shovels and hard hats for photographs and then return inside for cake. County officials reiterated that they expect to select an architect within weeks and to begin vertical construction by January 2028.

What’s not specified: The county did not provide a detailed project budget for the amphitheater alone, a construction timeline with milestone dates beyond the January 2028 target, or a firm funding breakdown allocating the previously approved GO bond dollars specifically to this site.

The county hosted the ceremonial groundbreaking at the fairgrounds on July 2; organizers said more project details and design work will be shared as the architect is chosen.