Native companies see the majority of One Albuquerque’s merch gross sales

ALBUQUERQUE, NM (KRQE) – “One Albuquerque” is not only Mayor Tim Keller’s phrase for civic pride, but plastered on goods for sale that make money.

How much does “One Albuquerque” bring in and where do these funds go?

While some of this goes back to a special city fund, much of the money from the sale of One Albuquerque merchandise goes to local businesses.

The One Albuquerque promotion started about a year ago and started mainly as a city branding promotion. Since then, the city has used the term to describe an “initiative” to attract people to city projects.

“It’s everything the basement administration has in mind, everything we wish our residents to do, whether it is to support the housing fund, which is currently the top priority, to provide opportunities for children in and outside of school, public safety and the community police.” said Carlos Contreras, Director of Innovation and Marketing for Mayor Tim Keller.

The city has bought billboards, banners in the convention center, signage at bus stops, and other promotional items. Local businesses now also sell One Albuquerque T-shirts.

“The moment we heard they were making T-shirts, we were on board,” said Mona Ghattas, owner of Duran’s central pharmacy in the old town.

Duran’s is one of 11 privately owned local companies that have continued to sell One Albuquerque shirts over the past year.

“We are very supportive of all efforts to make Albuquerque better,” said Ghattas of the store’s decision to sell the shirts. “People are increasingly proud of Albuquerque.”

Duran’s says at least a few dozen shirts have sold, enough to place a second order for their shelves.

The city estimates that retailers collectively ordered over 1,000 shirts to sell across the city.

“There were … somewhere between 12 and 1,500 t-shirts that we put into the hands of local retailers,” Contreras said.

In addition to local retailers, the city’s slogan is now being sold online. The website Launched around July 1, 2019. Since then, the private company that operates the website has sold 39 t-shirts, nine polo shirts, three hats, five stickers, and a growler.

In total, One Albuquerque merchandise online sales generated around $ 1,300.

“I wouldn’t say it’s good or bad, I would say it’s a starting point and we want to like that up,” said Contreras.

Where is the money going? Of all goods sold on, 80% goes to the company that prints the goods, which is Albuquerque-based Screen Images.

20% of online sales go to the city’s homeless housing fund, sometimes called the One Albuquerque Housing Fund.

“We want to work with the residents who are vulnerable and who need our help most,” said Contreras.

As with all shirts and merch sold in local stores, the city does not see any of that money. According to Contreras, the cost of shirts sold by local companies is entirely covered by the retailer who sells them.

“The idea was that if we put it in the hands of small businesses, maybe we could show some civic pride, but also give small businesses the opportunity to have a retail store, a piece of commodity they didn’t have to pay too much to build. Said Contreras.

While the city owns the rights to the One Albuquerque logo and slogan, they do not currently charge a “license fee” for its use.

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