There really is a city called Truth or Consequences in New Mexico. Not only does it exist, but it's the county seat of Sierra County with over 6,000 residents, and the name wasn't chosen as a joke—it was a calculated marketing move that paid off for decades.

In March 1950, Ralph Edwards, host of the popular NBC radio quiz show Truth or Consequences, made an unusual offer: he would broadcast his show's 10th anniversary episode from the first town willing to rename itself after his program. Hot Springs, New Mexico, a small resort town struggling to stand out among dozens of other "Hot Springs" across America, saw an opportunity.

The Vote That Changed Everything

On March 31, 1950, residents voted 1,294 to 295 in favor of the name change. The next evening, Edwards broadcast from their newly christened town. What could have been a one-time publicity stunt became a 50-year tradition—Edwards returned every first weekend of May for half a century to celebrate with the community.

That annual visit evolved into Fiesta, a festival featuring parades, stage shows, and beauty contests that the city still celebrates today. In 2025, Truth or Consequences marked the 75th anniversary of its famous name change with special celebrations.

Why It Worked

The rename brought exactly what town leaders hoped for: publicity, tourists, and a unique identity. Instead of being just another Hot Springs competing for attention, they became the only Truth or Consequences in the world. The city's official name appears on all maps, road signs, and government documents—no abbreviations, no shortcuts.

The town sits in southwestern New Mexico and remains known for its natural geothermal hot springs, which originally put it on the map. Today, those same springs attract visitors who also come to see the city with the unforgettable name. The gamble paid off: seven decades later, people are still talking about it.

Population: ~6,000 (2020 census)
Original name: Hot Springs
Name officially changed: March 31, 1950
Annual celebration: First weekend of May
Local nickname: T or C

While residents often shorten it to "T or C" in casual conversation, the full name remains official. It's proof that sometimes the wildest marketing ideas are the ones that stick—for 75 years and counting.

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