Adrian Hedden
Artesia Daily Press
achedden@currentargus.com
Three-foot-tall letters spell out the name of the Cavern City along the Pecos River.
The sign provides a backdrop for tourists to take photos, commemorating their visit to Carlsbad, and city officials say the monument contributes to the community’s pride in its natural beauty and rare flowing river in arid New Mexico.
The display, completed in September, was the work of a group of six women attending Leadership Carlsbad from September 2023 to May 2024. A ribbon-cutting to celebrate the completion is planned for Jan. 5.
The leadership course is led annually by the Chamber of Commerce with young professionals meeting monthly to learn about different aspects of the community and its industries.
Attendees are placed into groups and asked to complete a project for the betterment of the city. Jennifer Watson, 37, said her group designed the large, white letters to give tourism a boost and would like to see the display become as iconic as similar constructions in other towns, including the Hollywood sign in Los Angeles.
The letters sit at the entrance of the Cascades at Carlsbad business park, on Park Drive to the west of the river near the Greene Street Bridge, along the city’s riverwalk.
The display was paid for through a partnership with the city, allowing the group to use about $15,000 in municipal lodger’s tax revenue.
Watson, who serves as manager of local bed and breakfast Fiddler’s Inn, said the monument could prove valuable for those looking to craft the perfect social media post or take memorable graduation photos.
The group asked visitors to the monument to post photos using the hashtag #DestinationCarlsbad.
“It’s a great spot for locals and tourists to go and enjoy another beautiful part of our city,” Watson said. “A lot of people congregate down by the beach area, but we really wanted to encourage people to enjoy the entire river.”
The group created the design, found a local contractor, Perfect Design, to finalize and build the monument, and presented the idea to Mayor Rick Lopez in January 2024.
It was built, complete with lighting for nighttime visits, by September of this year but an important question remained: whether to leave the letters white like the Hollywood sign or add a mural to symbolize several other landmarks in the community.
After months of debate, the group decided on the former in response to feedback online.
“Once we got it done, people started posting that they really liked the white color,” said group member Michelle Martinez, 42, who is also executive director of the Boys and Girls Club of Carlsbad. “It really does pop.”
She said the sign was intended to remain for many years and will be maintained by the city of Carlsbad.
“We will be moving on, long gone and we want to make sure it stays good and continues,” Martinez said. “Partnering with the city is ensuring it will be part of the city long-term.”
Lopez said the project was one of his first upon assuming office in 2024, following his victory in the 2023 general election over City Councilor Eddie Rodriguez.
The mayor said the monument was part of a broader effort by the city to improve its riverwalk and beach areas, expanding on Carlsbad’s unique recreation opportunities.
“The whole point is to showcase our beautiful beach area,” he said. “It’s just another item to draw people down there. It makes it a destination.”
Managing Editor Adrian Hedden can be reached at 575-628-5516, or @AdrianHedden on the social media platform X.


