SANTA ROSA, N.M. — The attraction pictured here is one of the cooler places I’ve ever seen.

It’s an 80-foot hole in the ground. It is surrounded by rock. The water is about 80 to 90 feet deep. A spring feeds it and the water temperature is at a constant 64 degrees.

The Blue Hole is just off of Historic Route 66 in this tiny community about 150 or so miles from Albuquerque and about 55 miles west of Tucumcari.

My wife and I took a dip in the Blue Hole. The water is, shall we say, bracing.

The Blue Hole is known as a mecca for scuba divers. On the day we visited, we saw several classes of divers being instructed by experts. They dove deep into the hole, practicing rescue techniques. There were others, such as my wife and me, who were there just to get wet and jump into the crystal clear water from the ledges above its surface.

I came away from visiting the place wondering how a community such as Santa Rosa doesn’t capitalize on the obvious attraction that this place is to many people. We drove all along Route 66 through town and couldn’t find a single dive shop, or other specialty outlet that caters to divers who come here — presumably — from great distances away just to partake in a thrilling activity.

The marvelous natural attraction gives visitors bureau officials loads of incentive to build marketing campaigns around efforts to lure tourists here.

From my vantage point, I didn’t see any advantage being taken to cash in.

Rather odd, actually.

But it’s still quite a sight to see.