In recent years, the nonprofit organisation has promoted the city and Doña Ana County for film productions. It facilitates incoming projects with location scouting services and obtaining permits, as well as providing workforce development and resources for local industry professionals and businesses.
Film activity in the county has increased. A recent analysis by the Mesilla Valley Economic Development Alliance reported the film industry generated $17.28m locally during fiscal year 2022 and $244,876 in new gross receipts tax revenue in the city and county.
In the fiscal year which ended June 30, film liaison Jonathan Sepp told the council this summer that film productions spent $8m in town over 325 production days in the last fiscal year, generating $120,000 in gross receipts taxes.
Additionally, state officials said in August that an old seed barn in the 900 block of West Amador Avenue will be renovated and operated as a new film production studio operated by California-based 828 Productions.
Film Las Cruces' board president, state senator Jeff Steinborn, D-Las Cruces seeks to expand film and television output in New Mexico and locally, and has attributed Las Cruces' growing industry appeal to the city's enhanced film tax incentives for productions 60 miles or more outside of Bernalillo and Santa Fe counties.