Madrid - Truly Different

What’s it like to live in a small town? The folks of Madrid, New Mexico, have a pretty good idea. Once a vibrant mining town, Madrid was almost forgotten about until a group of artists-turned-business-people brought it back to life in the 1970’s. Today, Madrid is a funky little place with a cast of characters who work hard to keep the show going along the scenic Turquoise Trail.

Jill Shwaiko Bentz is the owner of Indigo Gallery which represents more than 20 artists, most of which are local. Jill was first introduced to Madrid about 18 years ago. She said, “The town was still a town of artists, and most of the miner shacks were shops or galleries of some kind. Back then I thought about having a gallery here—for me it seemed like a simpler life than I had been living.” She chose to open Indigo Gallery in Madrid because the town is affordable and the gallery could be the right size for people to come and enjoy art in a relaxing and comfortable space.

Jezebel is the proprietor and namesake of Jezebel Gallery. Jezebel’s business is the design, creation, manufacture and sales of her artistic lighting and home decor. Jezebel also sells other artists’ sculpture, paintings and jewelry and recently she resurrected the original Madrid Soda Fountain. Jezebel moved to New Mexico from the East coast in 1991 to be near the arts. She chose Madrid for its artistic community. “I am in business here to share the studio and the artistic experience with all who want to explore it,” she said.

Joshua Gannon is the president and primary owner of Range West. Range West sells his hand-carved granite items, along with artwork by other artists. In 2008 he expanded the gallery and offers great artwork by other artists as well. Joshua moved to Madrid in 1997. He said, “Madrid was an easy choice because we were familiar with the community. We also felt our business idea just might work well here.” He added, “Madrid really is a great little place to live and work.” He often feels he would have been laughed out of town where he came from in Ohio had he tried to carve stone for a living there. Joshua believes that in Madrid “you can do damn near anything for a living.”

Diana and Mel Johnson own Johnsons of Madrid Galleries of Fine and Fiber Art. They represent about 100 artists and 50 “wearable & wallable” fiber artists — mostly from northern New Mexico. In true Madrid fashion, their studio and gallery building was converted from a one-time coal truck repair garage turned Chrysler Plymouth repair garage. In 1972, with two kids in tow, the Johnsons moved from Chicago to New Mexico. When the opportunity arose to purchase the storefront in 1973, they jumped at the chance. Diana started selling her “hand-crafted, one-of-a-kind wearables” in Madrid, and they haven’t looked back.

Madrid is a diverse community both in its businesses and inhabitants. Jill says Madrid is multi-faceted. “The town of Madrid is a historical one that has had many faces—the miners village, the ghost town, and the emerging art destination. But, the simple miner shacks seem to have the loudest voice,” she said. She is proud to be a part of this community that works hard, lives simply, and is connected in every way. She quipped, “Unlike most places, your neighbors just happen to be the whole town!” Jill believes the business community although diverse, is realistic and hard working. Its members have organized themselves to bring resources together, but are careful not to inhibit individuality. Jezebel believes the business community and the locals of Madrid are integrally related; “The community is eccentric and artistic, and so are the stores.” Joshua thinks the town is wonderfully liberal. He said, “After business hours it has a great small-town America feel to it — very friendly, open, and fun. The business community is made up of decent, hardworking folks.” The Johnsons believe Madrid’s amenities — shopping, food, entertainment, lodging, and art — are available at lower prices than in Santa Fe, giving Madrid business owners an edge over the competition.

With a history of constantly evolving development and business ownership, Madrid Main Street now boasts almost 45 shops, including 30 galleries and more than 300 residents. Take time to visit Indigo, Range West, Johnsons of Madrid Galleries, and Jezebel. Stop to admire the intricate textiles at Seppanen & Daughters, the contemporary artistic use of metals at Metallo Gallery, and the mix of jewelry, paintings and mixed art at Color & Light Arts, Hanuman’s, Gifted Hands and the Painted Horse Galleries. For more eclectic mixed media, try the whimsical Weasel & Fitz.

Tourists love visiting this quaint town. So, what’s the draw? What makes Madrid unique? Jill believes Madrid’s uniqueness comes from its citizens and their ability to improvise and remake themselves and the town. Jezebel believes that Madrid is unique for many reasons, beginning with the legacy of the coal mine industry in the 1930’s. Then, the “hippies” in the ‘60’s created a community of alternatively minded individuals that has grown with the arts and crafts people of today. Joshua thinks that Madrid’s uniqueness comes from the fact that townspeople are real. He said, “Most folks hide who they are, what they believe, how they feel. Most who live here are pretty much free to show their real selves.” the Johnsons think Madrid is unique because all the folks who come to live and work in Madrid are extremely different and varied.

To experience Madrid fully, plan to stay the night at Java Junction Bed and Breakfast. Their spacious Victorian-era furnished room has a full kitchen and private bathroom, and can be rented nightly or for extended stays. Coffee and breakfast are included, and are available downstairs in the bustling coffee shop - the perfect place to mix with the locals and sample firsthand the life in this community.

Madrid’s past is a major component of its charm, but what might the town look like in 5 years or 20 years? Jill's hope is that Madrid enjoys success and prosperity in the next 5 years, and that it can solve the water issue. She hopes that within 2o years, it can become self-sustaining, offering a small town life that is also fruitful enough for everyone to flourish.” Jezebel thinks that Madrid will continue to grow as a location for tourists and locals alike, where they can visit artists’ studios and shop for unique handcrafted items. Joshua thinks that in 5 years Madrid will be the same, "but in 20 years, we will probably see more outside infl uence and money." He does wonder "if it'll ever change, say, to the tune of a Starbucks or something.” Mel and Diana don’t know what’s in store for Madrid, but one thing they feel for certain is that this small community, located in the mountains between Santa Fe and Albuquerque, will retain its truly “different” status.