El Paso launches Beautify Our City campaign to curb litter, illegal dumping

EL PASO, TEXAS (KFOX14/CBS4) — El Paso is rolling out a new citywide effort aimed at cutting down on litter and illegal dumping amid an increase in clean-up calls.

The City of El Paso is launching a public education campaign called “Beautify Our City” in June. The campaign is designed to encourage neighborhood pride, reduce litter and illegal dumping, and connect residents with resources to help keep El Paso clean, safe, and welcoming.

City officials said the campaign will provide residents with information about property maintenance standards, proper waste disposal, cleanup services, and how to report community concerns.

As part of the campaign, the city also launched a pilot “Adopt a Street” program in collaboration with City Council members.

The program invites community groups, local businesses, and residents to take part in organized volunteer cleanups by adopting a 1-mile segment of a major or collector roadway. Participants commit to removing litter and debris at least four times per year for a minimum of two years.

The effort comes after illegal dumping is on the rise in El Paso, according to city leaders, who say the Borderland is seeing a growing number of cases this year.

According to the city’s Environmental Services Department, as of April, 84 incidents of illegal dumping were reported so far this year. That is up from an average of 32 incidents recorded over the past three years.

In response to the rise, City Council District 5 Rep. Ivan Niño and District 3 City Rep. Deanna Maldonado-Rocha proposed a more coordinated anti-littering strategy.

The approach includes public education, formalized community partnerships, and structured disposal access for volunteer cleanup organizations.

“Illegal dumping and litter affect how neighborhoods look, feel, and function,” Niño said. “Beautify Our City moves us from simply responding to problems after they happen to building a stronger prevention strategy through education, partnerships, and easier access to cleanup resources.”

Maldonado-Rocha added, “Clean neighborhoods reflect a community that cares. This campaign gives residents practical tools to take action, report concerns, and work with the City to protect the places where families live, children play, and neighbors gather.”

During Tuesday’s city council meeting, the strategy was presented and outlined a new single-use citizen collection station pass that would cost $20 per visit and would allow residents without a water bill to access collection stations for household waste that does not go in standard curbside bins.

The presentation also discussed current illegal dumping hotspots across all eight districts and a plan to propose placing cameras at those locations and using 24/7 monitoring to identify violations more quickly.

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