The political economy of theme development in small urban places: The case of Roswell, New Mexico

Abstract

Not unlike metropolitan settings, small towns and cities are increasingly employing themes to encourage the realization of capital through the attraction of visitors and the redevelop ment of their ailing business districts. This research investigates the process through which theme development can be incorporated into the downtown revitalization strategies of small cities in the United States. In a qualitative case study of Roswell, New Mexico, this paper applies the political economy perspective of urban growth coalitions to understand how the UFO/alien theme came to materialize within Roswell's commercial landscape and promo tional materials. While the growth coalition concept was found to be useful here for under standing redevelopment processes in small urban places, the implications of theme development and tourism promotion in smaller business districts may contrast sharply with their metropolitan counterparts. In Roswell, a strong community sense of place for down town led to a local debate surrounding the appropriateness of the UFO theme, primarily in the context of local heritage, place identities and authenticity.