Meet the Apache tribe that built a “tourism mecca” in the remote Rockies

Wendell Chino’s Mescalero Apache Ski Resort Revolution

In 1963, the Mescalero Apache Tribe did something no one thought possible. They bought a ski resort when most tribal members lived in poverty and none had ever skied.

Tribal leader Wendell Chino saw beyond the jokes and skepticism.

Soon, Sierra Blanca (later renamed Ski Apache) turned into the first step of an Apache business empire. Over time, they added the Inn of the Mountain Gods resort, a golf course, and a casino.

As Chino liked to say, “The Navajos make rugs, the Pueblos make pottery, and the Mescaleros make money.”

The tribe’s economic revolution in Ruidoso, New Mexico stands as a testament to Native ingenuity you can still experience today.

Life Was Tough for Mescalero Apaches Before Their Big Idea

The Mescalero Apache Tribe faced deep poverty in the early 1960s.

Most families lived far below the national poverty line, surviving on small crops and government help. Jobs were scarce on their 720-square-mile New Mexico reservation in the Sacramento Mountains.

The tribe had lived on this land since 1873, but money was hard to find. Wendell Chino became tribal chairman in 1955 at age 28.

No one in the tribe, including Chino, had ever tried skiing before they got into the snow sports business.

Robert Anderson Built a Ski Resort That Would Change Everything

Oil businessman Robert O. Anderson spent $2.5 million to build Sierra Blanca Ski Resort near Mescalero lands.

The resort opened on Christmas 1961 with three T-bar lifts that moved 2,600 skiers per hour. Architect Victor Lundy created the eye-catching modern lodge.

New Mexico built a $1 million access road to help boost tourism. The project showed promise when 25,000 skiers came during the second season.

Nobody Believed Chino When He Said They Should Buy a Ski Resort

Wendell Chino stunned everyone by suggesting the tribe buy the nearby ski resort. His fellow tribe members thought he was crazy.

None of them knew anything about skiing or running such a business. Critics laughed at the idea, pointing to the tribe’s empty bank accounts and lack of know-how.

But Chino saw something others missed: the natural resources on tribal lands could make money. This thinking became what he later called “red capitalism.”

The Tribe Took a $1.5 Million Gamble That Paid Off Big

The Mescalero Apache Tribe bought Sierra Blanca Ski Resort for $1.5 million in 1963, becoming the first Native American tribe to own and run a ski resort in America.

Anderson sold at a $1 million loss, saying he wanted to give back to New Mexico. The tribe hired Roy Parker, a skilled ski instructor, to manage their new business.

Fifteen tribal members got jobs as lift operators and cafeteria workers.

Chino’s “Red Capitalism” Created a New Path for Native Americans

Wendell Chino built his “red capitalism” idea from the ski resort’s success.

He pushed for tribes to control their lands and create their own money-making chances instead of depending on government help.

The ski resort became a real example other tribes could copy. Chino insisted the federal government honor treaties about Indian nations’ lands and resources.

A Small Business Empire Grew on the Reservation

The Mescalero Reservation changed into what Chino called “a small business empire” during his time as leader.

They took care of their people by creating schools, a hospital, and a health center. The tribe also set up forest management practices and big game hunting operations.

Each new business gave jobs to reservation residents and brought in money.

A Mountain Resort Became the Crown Jewel of Tribal Businesses

In 1975, the tribe built the grand 273-room Inn of the Mountain Gods resort that cost millions. The property sat at the base of 12,000-foot Sierra Blanca Mountain.

The resort featured America’s first tribal-owned golf course, designed by Ted Robinson. Workers changed 100 acres of farmland near Lake Mescalero into a top-quality course.

The complex created steady jobs for hundreds of reservation residents.

Gaming Tables Turned the Tribe Into a Major Economic Force

Chino added casino gaming to the tribe’s businesses despite New Mexico’s strict gambling laws. Many other tribes across America later copied this move into gaming.

He claimed tribal self-rule for the Mescalero Reservation, basically telling state officials they had no power there.

The gaming created even more jobs and boosted the money coming into the reservation. During busy times, the Inn of the Mountain Gods hired 355 people.

Sierra Blanca Got a New Name and Bigger Slopes

The resort changed its name from Sierra Blanca to Ski Apache during the 1984-85 winter season. It grew to include 11 lifts, 55 trails, and 750 acres for skiing.

New Mexico’s only gondola took skiers up to 11,500 feet. The resort offered runs for everyone from beginners to experts.

The tribe added year-round activities like mountain biking, hiking, and a zipline course, making the seasonal business work all year long.

Money Started Flowing Into Tribal Members’ Pockets

During Chino’s 43-year leadership, the reservation’s per capita income rose to $16,536. Tribal members earned two to three times more than Native Americans.

The Mescalero Apache achieved something rare in Indian Country: nearly full employment on the reservation.

Chino often joked, “The Navajos make rugs, the Pueblos make pottery, and the Mescaleros make money.”

The tribe proved that embracing capitalism while maintaining cultural identity could create prosperity.

Tribes Across America Followed the Mescalero Blueprint

Chino’s “red capitalism” model sparked a movement among tribes nationwide to pursue economic development on their own terms.

His approach showed other Native American communities how to use their natural resources to become self-sufficient.

The Mescalero Apache grew into one of America’s most successful tribal nations. Their business model heavily influenced the development of tribal gaming across Indian Country.

Visiting Ruidoso, New Mexico

You can learn about the Mescalero Apache Tribe’s groundbreaking business success at Ski Apache, 16 miles northwest of Ruidoso at 1286 Ski Run Road in Alto.

This was America’s first tribally-owned ski resort when they bought it in 1963. Lift tickets cost $72-$160, kids 12 and under ski free with paying adults.

Visit the Mescalero Apache Cultural Center at 181 Chiricahua Plaza for free weekdays 8am-4:30pm to see tribal history and artifacts.

This article was created with AI assistance and human editing.

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