Albuquerque‑based Chile Traditions is celebrating its 25th year as a food vendor at the Albuquerque International Balloon Fiesta. Owner Ken DeWees said the business has seen slower sales compared with last year, especially on Saturday night and Sunday afternoon, but he remains hopeful that the remaining days of the Fiesta will bring a rebound.
Booth costs and economic pressures
DeWees explained that vendors pay roughly $450 per square foot for booth space, making participation a significant financial commitment. He believes that broader economic pressures are causing some visitors to attend only once and limit their discretionary spending.
Anticipated crowd boost
Despite the early‑week dip, DeWees expects business to pick up as larger crowds arrive for Friday’s special‑shape balloon events, Saturday’s mass ascension, and the evening concerts and balloon glow. “It’s not all about just making money. It’s also about advertising and people knowing where we are,” he said. “New Mexico is the chile capital of the world. This is it. Come try it.”
Menu highlights
Breakfast burritos remain Chile Traditions’ top seller. The booth also offers carne adovada and bean‑and‑cheese burritos, plus ribbon fries topped with green chile and cheese. DeWees uses the Fiesta platform to teach visitors about New Mexico chile, letting guests watch chile being roasted, taste it fresh, and learn that Hatch chile takes its name from the village of Hatch, New Mexico.
Operational details
Chile Traditions has been in business for 34 years, but the Balloon Fiesta is the only event where the company operates as a food vendor. Staff members often arrive as early as 2:30 a.m. each day, and the booth undergoes daily health inspections. DeWees noted that the booth has recorded no violations to date.
Long‑term benefits
Even with the long hours and a slower start this year, DeWees believes the Fiesta remains worthwhile because it introduces the business to visitors who may later shop at the permanent Albuquerque store. The exposure helps build brand recognition beyond the immediate sales window.
Looking ahead
As the Fiesta moves into its final days, DeWees is counting on the influx of tourists drawn by the special‑shape balloons, the mass ascension, and the nightly balloon glow. He remains confident that the combination of unique food offerings, educational chile demonstrations, and the festive atmosphere will keep Chile Traditions on the radar of both locals and travelers for years to come.
Original reporting: KOAT Albuquerque — read the source article.
