People will say, "how come dinky little Espanola has a big box and Los Alamos doesn't" -- in fact, Councilor Chiravalle asked this very question a couple of weeks ago. Well, let's see:
Espanola has a population of about 9,000. But Espanola is the largest town in Rio Arriba County which means it has a market population of over 35,000.
Espanola has a healthy and diversified Agriculture sector, Manufacture sector, Trade and Commerce sector, and Tourist sector. Espanola also has a more diversified demographic profile in all measures. These combine to give Espanola a healthy Retail sector.
Espanola has a major north south highway and is the Gateway to Northern New Mexico's wildlands and resorts.
Here's what Los Alamos has:
We have a market size of 18,000, no Agriculture, no Manufacture, no Trade, Tourism is a trickle, moribund Retail, no main highway to anywhere, and a demographic profile which is 70% or more High Education, High Income (relatively), and White.
Go from there.