A Sunshine Story
Experience the birth of the magic of rural innovation at Sunshine Festival—a new event rooted in Northern New Mexico’s spirit of creativity, resilience, and connection to land. Launching in Sunshine Valley, between the mountains and the river, on August 30, 2025, the festival blends accessibility, music, outdoor experience, and regenerative values to create something truly unique. It’s not just a festival—it’s a working prototype for what’s possible in rural spaces when people come together with purpose.
Led by CEO Naoma STaley and built in partnership with technical advisor Ray Mendoza and sound curator DJ Luisa, Sunshine Festival is grounded in local investment, sustainability, and place-based design. From off-grid infrastructure to equitable ticketing and local partnerships, each element reflects long-term thinking and a commitment to doing the future proud.
This is our Root Year: one day, one location, one focused step forward.
We're starting small, on purpose—testing ideas, building trust, and laying the groundwork for something that can grow with integrity over time. Join us at the corner of NM-522 and Sunshine Valley Road on August 30, 2025, from 11 AM - 11 PM for music, movement, and meaningful connection.
The Humans Behind the Festival
Naoma STaley
Owner & CEO, Sunshine Festival
Sunshine Valley, NM
Naoma STaley is a systems-driven leader with over 15 years of experience in stakeholder strategy and place-based innovation. As Owner and CEO of the Sunshine Festival, they bring a rare ability to connect vision with execution while designing future-oriented events rooted in ecological values and economic inclusion.
They currently serve as CEO of the Red River Chamber of Commerce, where their nearly five years of leadership have resulted in transformative growth: increasing membership by over 80%, tripling net profits at key events, and securing more than $200,000 in grant funding to support rural economic development.
Naoma describes their leadership style as being like the pasta in ravioli—holding complex ingredients together, aligning people and timelines, and creating cohesion across moving parts. Naoma's work is grounded in compassion, clarity, and a lifelong commitment to science, sustainability, and the stewardship of place. ♡
Sunshine Festival 2025 Production Partners
Ray Mendoza
Technical & Promotions Advisor
El Paso, TX
Ray Mendoza is a cornerstone of Southwest underground culture—an accomplished DJ, promoter, and production lead who’s been shaping dance music communities since 1999. From building DIY stages to booking international talent, Ray is the kind of quiet, behind-the-scenes force who makes extraordinary things happen without demanding the spotlight.
For Sunshine Festival’s Root Year, Ray is helping guide our pre-production and technical infrastructure. He’s contributing not just equipment and insight, but time, strategy, and a genuine belief in what this festival can become. With deep ties to both artists and audiences across the region, Ray’s work is helping us build something that feels grounded, intentional, and built to last.
This is a first-year collaboration—and one rooted in trust, shared values, and creative integrity. We’re incredibly lucky to have Ray with us as we lay the foundation.
DJ Luisa Houseworks
DJ LUISA | Sound & Culture Co-Curator, Featured Performer
El Paso, TX
DJ Luisa (aka Luisa Houseworks) is an intuitive, genre-spanning artist who knows how to transform a dancefloor. Whether she’s spinning soulful house or deep techno, Luisa’s sets are emotionally resonant and beautifully responsive—always attuned to the moment.
As co-founder of Beanalog, Luisa uplifts underrepresented voices in electronic music through creative studio work, events, and advocacy. At Sunshine Festival 2025, she’ll take the stage as a featured performer—and also play a key role in co-curating the festival’s musical arc.
Luisa brings artistry, care, and vision to everything she touches—and we’re honored to be building this first year with her.
DJ Luisa Houseworks on Social Media:
Bandcamp | Instagram | Uncut Gems Interview | Beanalog Studio IG