View as webpage

Raton MainStreet’s continued success: reflections from the organization’s leaders, Brenda Ferri and Patricia Duran

After eleven years of serving her beloved hometown as Raton MainStreet’s Executive Director, Brenda Ferri passed the baton to Patricia Duran at the end of 2025. Brenda joins Raton Public Services, the city’s electric utility company, this year and is excited to grow her career in her community. Raton has seen countless accomplishments under Brenda’s leadership and it’s just the beginning because Patricia brings immense dedication and experience to her new role.

Brenda and Patricia with Raton’s GAMSA banner.

When asked what projects she’s most proud of during her tenure, Brenda said:

• Raton’s $2.2 million Great Blocks on MainStreet public infrastructure project on First Street between Park and Rio Grande Avenues. As New Mexico MainStreet’s (NMMS) pilot Great Blocks project, it received $1.7 million in state Capital Outlay funding. The project began in 2015 and was completed in 2021. It spearheaded private investment, improved façades, added wayfinding, installed lighting, completed street and pedestrian enhancements, and installed public art and landscaping.

• Raton’s 2025 Great American Main Street Award (GAMSA) from Main Street America. GAMSA is a prestigious award that recognizes communities for their excellence in comprehensive preservation-based commercial district revitalization. Raton MainStreet was one of three national winners and received accolades for their exemplary implementation of public improvement projects, dedication to historic preservation and distribution of grants to small businesses.

Raton's Great Blocks on MainStreet project; Raton MainStreet celebrates 2025 GAMSA award with NMMS network at Main Street Now in Philly.

Brenda said she will return to Raton MainStreet after a six-month break to serve on their board and continue to support the organization’s economic development initiatives. 

Raton MainStreet is highly regarded both locally and nationally due to their committed Board of Directors and volunteers, stellar municipal support, innovative projects and community reinvestment. Their leadership transition shows exemplary organization and planning skills as they used succession planning and leveraged local partnerships for their organization’s continued success.

Succession planning

Brenda said, “I’ve seen so many great MainStreet programs around the state go to nothing because there wasn’t a succession plan. Raton’s Board has discussed a succession plan for years. I figured what better way to onboard Patricia than to be hands-on and just show her.” 

Patricia hit the ground running as Raton MainStreet’s Assistant Director in October. For three months, both women acted as co-directors which provided hands-on training for Patricia. Brenda said, “Patricia has been so productive, she jumped right into the work with both feet. We accomplished so much working together – every MainStreet should have an Assistant Director!” 

When asked what advice she had for other MainStreet organizations that undergo a leadership transition, Brenda said, “If you know that you’re director is planning to leave, start looking immediately and try to get them to stay on as long as they can to help train their successor. It will make every MainStreet in the state more successful.” 

During her onboarding, Patricia participated in Raton MainStreet’s annual accreditation with NMMS and completed NMMS quarterly and grant reporting.

Partnerships

Patricia and Brenda have been program partners since 2019. Patricia previously worked at the Center for Community Innovation to support the city’s tourism promotion, Explore Raton. 

“We’ve been economic development partners, and we’ve partnered with other nonprofits and built those relationships over the years which has enabled us to be more successful together,” Patricia said. 

Brenda pitched Patricia as her replacement at a MainStreet board meeting, saying “this is who you should hire. And she wasn’t a hard sell at all because everyone knew her work from Explore Raton.” 

Raton MainStreet Board President Christine Valentini said, “We are very fortunate that Patricia accepted the position as our next Executive Director and worked with Brenda during the transition. Brenda and Patricia are very talented women, and we are lucky to have them both!” 

When asked how Raton MainStreet has been so successful with their partners, Brenda said, “You must invest in your partnerships. Personalities and organization cultures will always be different and challenging, but you must do it. Work together because you all have the same goal and that’s to make your town the best it can possibly be. We meet with our partners once a month to talk about programming and how we can assist one another. Once our partners saw all the cool services that we brought to the table through NM MainStreet’s Revitalization Specialists, they really liked us!” 

She added a shoutout to their partners at the city, especially Jason Phillips who manages their Capital Outlay projects. NMMS awarded Jason an excellence award at their 40th anniversary celebration last fall to honor his collaborative work ethic.

About Patricia

Brenda points to truces that need repair at the Train Depot.

Brenda and Patricia stand in front of the lot that will be revitalized with their Creative Industries Division grant.

Patricia is happy to expand her career in her hometown. She holds a graduate degree in Mass Communications and has previous work experience as an economic developer, public relations specialist, freelance journalist, graphic designer and wedding planner.

When asked, Patricia said she’s most excited to be creative and work on Capital Outlay projects because it will be a great challenge. She said, “Brenda’s done such a great job building a strong foundation at Raton MainStreet. I’m excited to bring my strengths with social media, marketing, advertising and public relations to highlight Raton and make my community beautiful.” 

Other projects Patricia will manage include:

• A $1.1 million Raton Train Depot Capital Outlay project to install new windows, provide an accessible lobby and repair the structure’s truces. The construction RFP for this project is currently posted and is anticipated to be completed later this year.

• A $100,000 Creative Industries Division grant to redevelop an empty lot where the historic Marchiondo (Golden Rule) building once stood. The project will install a permanent stage, seating, vendor areas with electricity and murals. Brenda and Raton Public Services have already agreed to support the electrical work which will support food trucks and A/V equipment.

• Entrepreneurship classes to engage the community, the first of which was hosted in December with nine participants. Patricia has considerable entrepreneurship experience and is thrilled to support local businesses with this training. 

NMMS would like to congratulate Brenda and Patricia on their new positions and is excited for Raton’s continued success!