Santa Fe’s Image in Film Sparks Discussion on Authenticity

The 2021 film Holiday in Santa Fe has ignited conversations about the authenticity of the city’s brand and its portrayal in popular media. The romantic comedy, featuring Mario Lopez and Emeraude Toubia, centers on a greeting card executive aiming to acquire a family-owned business that specializes in ornaments inspired by Mexican Christmas traditions. While the movie showcases stunning visuals of Santa Fe’s iconic landmarks, critics argue that it fails to capture the city’s true essence.

Santa Fe’s charm is often romanticized in films, but the reality is far more complex. The film’s narrative simplifies the bustling dynamics of local business, with a plot that unfolds a complicated acquisition in just five days, a feat many believe is unrealistic in the city’s slower-paced environment. Local residents have noted that the movie’s fictitious events, such as Winter Fest, do not align with Santa Fe’s authentic holiday celebrations, which include the Winter Spanish Market and the Santa Fe Desert Chorale’s Winter Festival.

A key moment in the film occurs when Lopez’s character mentions the infamous outlaw Billy the Kid being jailed across from a burro statue in Burro Alley. This statement has been challenged by local historian Milan Simonich, who emphasizes that the actual location of Billy the Kid’s incarceration was on Water Street, not San Francisco Street. The misrepresentation highlights a broader concern regarding how businesses and media portray Santa Fe.

While the film offers a lighthearted escape, it raises questions about the impact of such portrayals on the city’s brand. Many wonder if the local community is too passive when it comes to protecting its reputation, particularly regarding its esteemed culinary heritage. The term “Santa Fe burger,” for example, has been adopted by numerous restaurants across the United States, often devoid of the city’s authentic flavors.

During a recent visit to a restaurant called the Santa Fe Cattle Co. in Oklahoma, the disconnect was palpable. The establishment, which operates twelve locations nationwide, serves a dish labeled “Santa Fe Chicken,” yet the flavors and presentation are far removed from the city’s culinary standards. This experience reflects a growing frustration among residents who feel that such representations dilute the unique character of Santa Fe.

Looking ahead, there is hope that the incoming mayor, Michael Garcia, will recognize the importance of maintaining the integrity of Santa Fe’s brand. Residents are calling for initiatives that would set standards for how the city’s name is used in the food industry and beyond. Suggestions include creating regulations to prevent the association of Santa Fe with subpar culinary offerings and misleading representations.

The dialogue surrounding Santa Fe’s portrayal in media and its implications for local businesses is crucial. As the city navigates its identity in an increasingly commercialized world, maintaining authenticity will be vital to preserving the charm that attracts visitors and residents alike. The vibrant culture, rich history, and unique culinary scene deserve to be celebrated accurately, ensuring that Santa Fe remains a true reflection of its heritage.