About Us

San Juan Local First is a non-profit business alliance of locally owned independent businesses, service providers, community organizations and individuals committed to building a more socially, environmentally, and financially sustainable local economy. We believe that local businesses play a key role in shaping our community and making it a good place to live and work.



To help locally owned, independent businesses in San Juan County create an economically, socially, and environmentally sustainable community.


  • Educate our community about the importance and benefits of buying local.
  • Ensure ongoing opportunities for entrepreneurs.
  • Advance citizen engagement in directing the development of our community. 
  • Encourage consumers to spend more dollars with locally owned businesses.
  • Help prevent displacement of local independent businesses.
  • Create an environment that connects locally independently owned businesses to each other. Re-circulate more dollars in our community
  • Support and strengthen locally owned, independent businesses and maintain jobs.



Our History

San Juan Local First was founded in 2011 by a group of local business owners led by Susan Steinhoff. San Juan Local First represents over 60 locally owned businesses throughout San Juan County New Mexico. San Juan Local First is a member of  The American Independent Business Alliance, a non-profit organization helping communities launch and successfully operate an Independent Business Alliance® (IBA), “buy independent, buy local” campaigns, pro-local policies, and other initiatives to support local entrepreneurs and vibrant local economies.

Our Future

San Juan Local First’s role in promoting local business ownership in San Juan County and beyond is ever expanding. Moving forward, San Juan Local First aims to actively support its member businesses while also encouraging locally conscious consumer behavior through increased educational outreach.

When you think of your favorite shop, restaurant, farm or service provider. We’ll bet it’s a homegrown business. Independent locally-owned businesses are essential to a vital local economy and community character. They’re where the locals go. They’re owned by our friends and neighbors, or maybe even by you. Community-serving businesses are the backbone of local economies, civic life, local charities, and wealth creation for millions of citizens, as well as a training ground for future generations of entrepreneurs. Today, independent businesses face unprecedented competition from larger chain competitors, internet merchants and franchises that enjoy national or international branding power and major economies of scale. As a result, community-based businesses comprise a smaller portion of our economy than ever before. We’ll lose much more than places to shop dine or do business if we allow current trends to continue.


We envision San Juan County as a place in which the San Juan Local First concept is infused in all segments of community – including business, education and public service. The region operates as a local living economy comprised of thriving locally owned businesses and characterized by economic prosperity, social equity, and environmental responsibility.

Local First Board

Jeff Smith – Co-Chairman, Parker’s Office Products

Susan Steinhoff – Co-Chairwoman, Parker’s Office Products

Dan Sheesley – Treasurer, Brown’s Shoe Fit Co.

Board Members

Peggy Jones – Animas Credit Union

Jeff Holmes – Budget Blinds

Don Vaughn – Majestic Media

Brittny Arnold – Wines of the San Juan