Just Across the Border, Big Money Is Being Made

Right next door to El Paso, Sunland Park is showing just how much money a regulated marijuana market can bring in for a small city.

According to a recent El Paso Inc. report, recreational cannabis sales in Sunland Park hit $53.7 million from January through November, which is an 8.7% increase compared to the same time last year. Since legal recreational sales began in New Mexico in 2022, the city has seen more than $165 million in total cannabis sales, even though Sunland Park only has about 20,000 residents.

Those numbers are hard to ignore, but what they have led to across the city matters just as much.

Jobs, Occupied Buildings, and Tax Revenue

The cannabis boom has done more than help dispensary owners. Buildings that sat empty for years are now filled with businesses that pay taxes, and the industry has created jobs for people in Sunland Park and El Paso alike.

Sunland Park now has 48 cannabis dispensaries, making it the second-largest recreational marijuana market in New Mexico, behind only Albuquerque. The city is also expected to receive $1.7 million in state cannabis excise tax revenue, money that can go back into city services and local projects.

City leaders have openly said that El Paso plays a big role in this success, with many customers crossing the border from Texas to make their purchases.

What This Means for El Paso

For people in El Paso, this is not just a policy debate. The demand is easy to see in the steady line of cars heading west every day. Even though marijuana is still illegal in Texas, the money connected to it is clearly being spent just a few miles away.

As Texas lawmakers look at limited ways to regulate marijuana mainly for revenue, others argue that full legalization would make more sense. Supporters say it could lower enforcement costs and allow cities to benefit from a market that already exists.

El Paso, in particular, is in a rare position to watch all of this play out right next door.

Not a Cure-All, But a Conversation Starter

New Mexico’s experience shows that legalization is not perfect. Some areas are seeing too many dispensaries, and growth could slow down over time. Even so, the amount of money being generated in Sunland Park shows what regulation can do compared to a full ban.

For now, millions of dollars continue to be spent just across the Texas border. Whether that money eventually stays closer to home is a question Texas and cities like El Paso will likely keep coming back to.

For a deeper look at Sunland Park’s cannabis industry, including interviews and detailed reporting, readers can check out the full story from El Paso Inc.

PHOTOS: Inside El Paso’s First-Ever New Year’s Eve Star Drop

El Paso made history with its first Star Drop at San Jacinto Plaza, featuring live music, local DJs, and a celebration built by local businesses.

Gallery Credit: Courtesy; Iris Lopez, El Paso Winterfest, Christian Churches

Special Olympics Bowling Tournament 2025

Nearly 200 athletes from El Paso stepped up to compete at The El Paso Special Olympics Bowling Tournament!

Gallery Credit: Grizz

Meet The El Paso Girls Who Took Over the 2026 “I Voted” Sticker Contest

Three talented El Paso students swept the 2025 Sticker Design Contest, taking first, second, and third place with designs that set a new bar for creativity.

Gallery Credit: Iris Lopez