I live in the desert and I wear mine when I go to Elephant Butte Lake where there is very little shade (unless you bring your own!) that and a good amount of sunscreen really saves my skin.
Great hat, great protection, I can't ask more than that!
So where abouts in New Mexico are you? Never knew I had a fellow B&B'r so close by!
On topic: I've been meaning to get one of these. As I get older I find baseball hats no longer suit my *cough* rounder face....