Go Local Go Different with Hit or Miss Archery February 5 2025

Go Local, Go Different Puts Spotlight on Santa Fe Entrepreneurs with Hit or Miss Archery Feature

SANTA FE — The City of Santa Fe’s Office of Economic Development is expanding its Go Local, Go Different campaign by bringing local entrepreneurs directly to the airwaves, highlighting the people and ideas driving the city’s small-business economy.

During a recent broadcast on KSWV Radio, Office of Economic Development Director Johanna Nelson described the initiative as more than a call to shop locally.

“Go Local, Go Different essentially is a campaign that we’re really excited to push out,” Nelson said. “We want our businesses to have opportunities for promotion, advertising, wayfinding, marketing, event sponsorships. There’s a lot of benefits in this Go Local, Go Different program for our businesses, our community.”

Nelson emphasized that the campaign is designed to help local businesses gain visibility while encouraging residents to reinvest in Santa Fe’s economy.

“It’s all about ways of our office and our community being creative so we can really capitalize on this momentum of why it’s important to shop local, invest in local, and really make sure our entrepreneurs and our organizations are strong,” she said.

The inaugural business featured through the campaign was Hit or Miss Archery, a family-owned archery pro shop that recently opened its Santa Fe location at the corner of Cerrillos Road and Zafarano Drive.

Owner Neil Overbay explained that while much of their business serves bow hunters, the shop is intentionally designed to be accessible to a broader audience.

“That’s one thing that we really want to get the word out about is that we’re not just a bow hunting shop. Archery is for everybody,” Overbay said. “We like people to come in and bring their families and pop balloons with bows and arrows. And we give lessons.”

The Santa Fe shop opened in December, expanding from the company’s original Albuquerque location, which launched in 2014. Overbay said the decision to expand north had been years in the making.

“We’ve known that there’s been a need up here in northern New Mexico for a while,” he said. “So far, just the warm welcoming of everybody in northern New Mexico has been great.”

Overbay noted that archery often carries misconceptions, particularly around age and experience.

“Most people, when they see bow and arrow, they think of it as hunting,” he said. “There’s a lot more to archery than just hunting.”

Hit or Miss Archery offers private lessons, equipment fitting, youth programs, and recreational shooting.

“You never know how important supporting local is until you own a business,” Overbay said. “Over the last 10 years, our family, we really try to support local.”