Dave Roberts, president and key director with Southwest Productions, based in Albuquerque, NM, is quick to point out the versatility of his desert home; that is, New Mexico is more than cacti and buttes.

Along with the Rio Grande Media

Technology Center sound stages and 30 Second Street, an editing facility, Southwest Productions helps comprise the small New Mexico production community. Shooting spots for national clients like Crest, Caterpillar and Alka Seltzer as well as regional healthcare and lottery ads is Southwest's standard fare.

"We are one of the biggest production companies in the state because we fish in the New York pond and try to get people to come out; we're easy out here," says the laid-back Roberts. "LA's a harder nut to crack. We thought we'd see a real

windfall from the strike but we haven't had a lot."

He says the lean SAG strike atmosphere has impacted his business.

"There are so many more directors and production companies out there now that if there is any stoppage of work, the A-List guys get hungrier and cut their rates to work, so solid B-companies like us don't get as many boards in," explains Roberts.

In business since 1981, Roberts says he spends more time shooting on locations, interiors and built set than filming the impressive local geography.

"Everyone thinks there is a vista, butte or Spanish adobe in the background, but we make art directors comfortable here. We shot an Aleve campaign (out of DMB&B New York) in Albuquerque and I defy anyone to tell me they were done in New Mexico."