IN JULY 1923, the New Mexico Highway Journal launched with a mission to elevate “the attractions of New Mexico as a national playground.” That journal—America’s original state magazine—became the glossy mag you’re reading today. In commemoration of our first century, the New Mexico History Museum presents Enchantorama! New Mexico Magazine Turns 100, a major exhibition opening in Santa Fe on April 16. A public reception begins at 1 p.m.

“I think the magazine was on the same trajectory with the state in the 1920s,” says the museum’s head curator, Alicia Romero. “As in ‘Who are we? What are we?’ ” She points to that era’s use of “The Sunshine State” and the eventual adoption of “Land of Enchantment” as early examples of branding that the magazine succeeded in selling. From “Camera Touring New Mexico” to “Folkways and Fiestas,” the museum show reflects on vintage features, notable contributors (D.H. Lawrence, Mabel Dodge Luhan, Tony Hillerman, Ernie Pyle, Deb Haaland, and Adela Amador among them), and the magazine’s evolution into a 21st-century must-read.

Come for the memories. Expect splashy photos, graphics, maps, and lively original excerpts featured on the museum walls. “We do want to bring people to that nostalgic place,” says Romero. “I personally love the old photos of fiesta dresses. There is certainly something for everyone.”

Stay for the future. “I have such an appreciation for what the magazine is doing now,” says Romero. “It’s expanding the idea of who is New Mexican.”

But enough about us. Visitors can put themselves in the shoes of midcentury magazine staffers by typing headlines on a typewriter and dialing a rotary telephone—and don’t miss free recipe cards featuring the state’s best dishes.

New Mexico History Museum showcases how New Mexico Magazine has captured the past century in "Enchantorama! New Mexico Magazine Turns 100." Photograph courtesy of New Mexico History Museum.


April 15 through February 16, 2024
New Mexico History Museum, Santa Fe


Celebrate spring’s arrival at these food fetes.

Southwest Coffee and Chocolate Fest, Albuquerque
April 1 & 2

Cottonwood BrewFest, Alamogordo
April 14-16

Stephen Redfield leads the Santa Fe Pro Musica Baroque Ensemble. Photograph courtesy of Santa Fe Pro Musica.

Baroque Holy Week, Santa Fe
April 1 & 2

The Santa Fe Pro Musica Baroque Ensemble presents sacred cantatas and soaring instrumentals by Telemann and Graupner.

Las Cruces International Film Festival
April 12-16

In its eighth year, this four-day cinema fiesta keeps growing. Look for an appearance by Breaking Bad baddie Giancarlo Esposito, recipient of a special award.

Fistful of Prints, Santa Fe
April 27-29

The Center for Contemporary Arts Santa Fe welcomes artists from all parts for a family-friendly print fair and expo.

Tucumcari Film Festival
April 28 & 29

Using the Tucumcari filming of the series Rawhide (1959–1965) as a jump-off, this fest stars films that celebrate the Southwest, including works from New Mexico creators.

Sample donuts, coffee, beer, and more at Donut Fest. Photograph courtesy of Unsplash.

Donut Fest Albuquerque
April 30

That’s not all April has in store! Go to for more.