The New Mexico Tourism Department this spring paid $26,400 for an 8-foot-tall replica of a somewhat crumpled soda can that is intended to spread an anti-littering message.

The contract for the creation was signed last fall, before then-Gov. Bill Richardson left office.

Spending for the monumental likeness of a used beverage container, which will be on display this weekend in Las Cruces, is part of the New Mexico Clean and Beautiful Program, which gets money from a motor vehicle tax.

Officials say the giant can — made of wood, foam, plastic and wire mesh with a paneling system that allows it to be easily stored and set up — is supposed to help convince people not to litter. "People rationalize littering because to them their little piece of trash seems so insignificant," Joe Lobato, executive director, said in a statement.

Lobato cited a 2009 study done by Keep America Beautiful that found most items considered litter are less than four inches in size.

"The reality is that there are more than 6,000 pieces of litter on every single mile of road in New Mexico," he said. "New Mexico Clean and Beautiful created a gigantic piece of trash that's hard to ignore to make people aware of New Mexico's litter problem."

Not everyone is convinced an oversized can is the best use of taxpayer money.

House Minority Leader Tom Taylor, R-Farmington, said the can "doesn't seem like a wise use of dollars" but that he wanted to know more about the program's overall budget and how it spends taxpayer dollars.

Others also wondered what the state is getting for its money.

"The question is what's the return on investment for an eight-foot soda can?" said Sen. Tim Keller, D-Albuquerque. "If it's greater than $26,000, it's a good move. If not, it's probably a gimmick we should do without."

The program has an overall budget of about $950,000. It would take a change in state statute to reallocate the tax revenue to other uses within the state budget.

Among other things, the program — known for it's "Toss No Mas" slogan — awards grants to communities across the state to help with such goals as litter control, weed eradication, fighting graffiti and promoting recycling, Lobato said.

A spokesman for Gov. Susana Martinez said she also wants to take a look at the program and its funding.

"The governor is supportive of the goals of the New Mexico Clean and Beautiful program, but she also believes that state government should closely examine how taxpayer dollars are allocated and spent," press secretary Greg Blair said.

The state has allocated motor vehicle tax revenue to the program since 1985.

Some lawmakers have suggested that money from a motor vehicle tax might be better spent on roads or the state's commuter train, both of which face budget crunches. The possibility could be taken up in the Legislature's regular session in January.

Employees of Esparza Advertising in Albuquerque came up with the design, which was produced in March by a production company called COVE, which is based in Albuquerque and also does set design.

The can's brown label features facts from Keep America Beautiful, including that 51 billion pieces of trash across the country cost $11.5 billion a year to clean up.

The 400-pound can, which has been to Farmington, Roswell and Albuquerque in recent weeks, will be set up this weekend at the Southern State Fair and Rodeo in Las Cruces.

Displays of the can also are planned at sites in Rio Rancho and Santa Fe.

The program's budget is separate from that of the department's New Mexico Magazine, where the tourism secretary laid off seven of 17 employees on Tuesday, or Expo New Mexico, which puts on the annual State Fair and manages the fairgrounds in Albuquerque, where the department also eliminated 16 full-time jobs.

Contact Kate Nash at 986-3036 or knash@sfnewmexican.com. Read her blog at www.greenchilechatter.com.