Carlsbad MainStreet Welcomes New Staff

By Michele Robertson

Carlsbad MainStreet is undergoing a transition as it welcomes a new executive director and program manager for the newly remodeled Cavern Theatre.

Jonni Valdez Silva joins the Carlsbad MainStreet team as the new executive director. A New Mexico native, Silva is no stranger to MainStreet and its mission. Having served on the Board of Directors for Raton Mainstreet and volunteered with them for about a decade, Silva will incorporate that experience along with her 17 years in the New Mexico tourism industry to bolster Carlsbad MainStreet’s mission and goals.

Most of Silva’s career has been in government, with an extensive background in tourism, community relations, customer service, leadership, and hospitality. “I am very excited to work in this capacity in the nonprofit sector,” Silva said.

“While all aspects of the MainStreet Four-Point Approach are vital, the one I connect with most is Economic Vitality. A thriving downtown begins with strong local businesses, strategic property activation, and intentional support for entrepreneurs. My goal is to enhance this pillar by helping to fill vacant spaces, supporting our merchants, and creating programs that make it easier for small businesses to start and grow within the district.

“By strengthening the economic foundation of our MainStreet district, we can create a ripple effect that benefits every other area—from design and promotions to organizational sustainability,” Silva said.

“I’m deeply committed to the success and vitality of our downtown district. As a native New Mexican with a background in tourism, hospitality, and public service, I bring a strong passion for community development and collaboration. I’m excited to apply my experience in a new way through the nonprofit sector, working to strengthen local businesses, foster partnerships, and create a MainStreet district that reflects the pride and potential of Carlsbad,” she said.

With goals laid out for Silva’s first year, the focus will be on the three Rs. “First and foremost, I want these goals to be realistic and make a meaningful impact on the MainStreet district. I would frame them as: Refresh, Refocus, and Renew. Refresh the mission and vision of the organization. Refocus on strengthening business operations. Renew partnerships within the district.”

Silva also plans to work toward a “refocus of MainStreet’s operations by supporting local merchants, collaborating with other organizations and local governments, activating vacant buildings, and educating the community about the valuable resources and opportunities MainStreet has to offer.

“Be sure not to miss our Farmers’ Market every Saturday and keep an eye out for exciting events from Denise Green, our Theatre Director, at the Cavern Theatre. Plus, 4th of July festivities are packed with fun for the whole family! Stay tuned for updates and more exciting opportunities coming your way in Carlsbad,” added Silva.

Green is also a New Mexico native and has called Carlsbad home for the past three and a half years. Bringing a wealth of experience from the nonprofit sector and with a true volunteer heart, Green is ready to spearhead events and community programming at the historic Cavern Theatre.

“After 40-plus years, the Cavern Theatre has finally reopened its doors. This revival marks an exciting new chapter for the City of Carlsbad and Carlsbad’s Arts and Cultural District. The theatre returns as a cultural landmark and a vibrant centerpiece for community connection, creativity, and celebration.

“For an entire generation, the Cavern Theatre exists only in their parents’ stories and faded photographs. As the Cavern Theatre Program Director, I am so honored to showcase the extraordinary dedication that has gone into restoring and reviving this treasured venue over the past decade,” Green said.

“Weekly Saturday films will bring back the tradition of matinee screenings at the Cavern Theatre that many remember. Additionally, we’re planning live performances and diverse programming that will blend local talent, nostalgic favorites, and historical education while establishing new traditions for our community.

“We’re not just reopening; we’re reimagining what this space can be. The Cavern Theatre will once again serve as a place where stories come to life and new memories are forged for generations to come. Our mission is to embrace and celebrate local culture while honoring the rich history that makes this theatre so special to our community,” enthused Green.

The community can expect to start attending those Saturday matinees this fall. Green said the staff is taking the month of July to work through some final details and maintenance to ensure the theatre is all it is intended to be for the community. A schedule should be available toward the end of July. Stay connected with all the Carlsbad MainStreet, Farmer’s Market, and Cavern Theatre happenings via the organization’s social media pages and website.