EPISODE 25:
JIM LONG
Jim Long – Founder & CEO, Heritage Hotels & Resorts
Leaders of Enchantment – Episode 25
Jim Long is one of New Mexico’s most visionary entrepreneurs—a 12th-generation New Mexican who has dedicated his life and business to celebrating and elevating the culture, beauty, and spirit of the state. As Founder and CEO of Heritage Hotels & Resorts, based in Albuquerque, Long has built a portfolio of iconic properties that blend hospitality, architecture, and authentic storytelling rooted in New Mexico’s diverse heritage.
He acquired his first hotel in 1992 and has since owned and operated over forty lodging properties across the U.S. In 2005, he formally launched Heritage Hotels & Resorts with a mission to preserve and advance New Mexico’s unique cultural identity through design, food, art, and experience. Today, the Heritage portfolio spans more than 1,200 guest rooms and 115,000 square feet of meeting and event space across major markets from Taos to Las Cruces.
Long is not just a hotelier—he’s a builder of brands, communities, and opportunities. In addition to his hotel ventures, he owns a major share of New Mexico’s Class A office space and has grown local food and beverage staples like Garduño’s and Keva Juice. He’s also the founder of several companies and charitable foundations that collectively employ thousands.
A graduate of the University of New Mexico with a degree in Architectural Design, Long’s passion for design, culture, and place is evident in everything he touches. In 2012, he was appointed an International Trustee of the Prado Museum Foundation in Madrid—one of only six Americans to hold that position—and he has served on numerous cultural and philanthropic boards, including as Past President of the Spanish Colonial Society.
From luxury accommodations to exceptional culinary experiences, Long’s vision for Heritage Hotels is clear: invest in New Mexico, celebrate its stories, and create unforgettable experiences that inspire both locals and visitors alike.
Heritage Hotels & Resorts, Inc. embodies the culture, spirit, and traditions of New Mexico. https://www.hhandr.com
