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TOURISM Santa Fe January 2016
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


The recommended changes to the Short Term Rental Ordinance is becoming a hot topic as we approach the final report to Council and hopefully some recommended action in response. Generally it appears that most of our residents would like to see short term rentals in residential areas simply go away and perhaps for the sake of our community, that would be the best thing. But to accomplish this would be a most difficult process and probably result in a barrage of legal action simply because so much has been allowed to continue without proper permitting.

From my perspective the best course of action is to open it up, require everyone engaged in the business to register and obtain a permit and then use this knowledge to best determine how to proceed. Since the Short Term Rental Ordinance created in early 2008, the city has simply attempted to regulate the 350 permits rather than manage the overall business. As a result the presence of short term rentals has been allowed to expand far beyond what the Ordinance contemplated and we have a situation that is unregulated and non-managed.

But there is much work ahead. Turning back the clock in not an option and change needs to take place to bring this back under control. Please join with me in moving the recommended changes along and take the opportunity to let your Councilor know that you support what is proposed. Hearing from you will be critical to our success.

On a separate note I want to thank those partners who have jumped on the "Kids Free" Santa Fe Spring Break campaign. For those of you who are recovering from the holidays, there is still time to get your offer up on your business listings page. Don't be left outǃ

Randy Randall
Executive Director
TOURISM Santa Fe
(505) 955-6209
rrandall@santafenm.gov



MARKETING ACTION ITEMS
 
Order your 2016 Santa Fe Guides

Add your Kids Free Spring Break Promotional offer

Vote for Santa Fe as one of Travel + Leisure's World's Best

Add your 2016 event dates on the santafe.org calendar

Fill out the New Mexico Film Office Survey

Grow with TRENDS Conference - New Mexico Hospitality Association



2016 Santa Fe Guide in the House


The 2016 Santa Fe Guide is now availableǃ Click here to order today. This is a terrific resource for visitors and staff, please make sure that you have copies available.

Cover of 2016 Visitor Guide

We have begun annual delivery to the following locations and services:
  • Santa Fe Lodging
  • NMTD Visitor Centers
  • State Visitor Centers and Chambers
  • AAA Offices throughout the US
  • Fun & Games
  • Certified Distributors
  • Meeting Planners



March Kids Free Spring Break Campaign


Spring Break 2016 Promo Image - Pottery Workshop

The City of Santa Fe's Spring Break 2016 promotion is live. There's still time to add your special offers. Don't be left out; add your offer now through your business listings page.

Image of business listing dashboard with new green button

Just log in and click on the green buttonǃ



Vote for Santa Fe as one of Travel + Leisure's World's Best


The Travel + Leisure's World's Best Awards Survey runs through February 29, 2016. Categories include cities, destination spas, hotels and more. By completing the survey you'll be entered into a giveaway for a chance to win a 15-Day Grand European Tour for two from Viking Cruises among other tantalizing prizes.

Voters can only vote once for each entry, but we all know how excellent Santa Fe is in all things travel, so of course please rate "Excellent." This is an important program to maintain Santa Fe's status as a world class destination.

The link to the survey is www.tlworldsbest.com.


Remember to add your 2016 Event Dates


The most updated 2016 Calendar of Events is now available for your utilization and planning purposes. Please remember to update the SantaFe.org calendar with your tourism-related events as soon as you lock down the event. Remember we have potential visitors checking out what is happening in Santa Fe in 2016 to plan their Santa Fe adventureǃ Login to add them todayǃ


New Mexico Film Office - Survey


As businesses involved in New Mexico's tourism industry, you are invited to participate in an important survey that will help form a better understanding of the relationship between the film and television industry and the tourism industry in New Mexico. More specifically, your input will inform an assessment of the extent to which films and television series produced in New Mexico have had an impact on tourism in the state.

This survey is being conducted on behalf of the State of New Mexico and the New Mexico Film Office and should take about 10 to 15 minutes to complete. Your participation is voluntary and the information you provide is for the purpose of this study only. A high response rate is crucial to this study's success and your participation is greatly appreciated.

Take the survey now by following this link:
mnp.fluidsurveys.com/surveys/economics/new-mexico-film-study-tourism/

Please note that the deadline to provide your input is January 31, 2016.

For more information on this project, please refer to the study overview available at the above link or contact Jessica Courtney at jessica.courtney@mnp.ca.

Thank you in advance for your help with this important study.



TRENDS Conference - New Mexico Hospitality Association


TRENDS Conference Logo

Grow your business and destination with marketing and research intelligenceǃ The New Mexico Hospitality & Tourism TRENDS Conference is the annual "marketing & research" conference held annually in Santa Fe, NM by the New Mexico Hospitality Association. This year's conference will be held at the Eldorado Hotel & Spa from February 8-10, 2016 and features incredible speakers including Airbnb, Travelocity, and Ernst & Young (to name a few) with topics including shared economy & short-term rentals, using research to stay ahead of industry trends, the latest developments in marketing and social media, and emerging trends that will most impact the tourism and hospitality industry for the upcoming year.

Don't miss your chance to hear from visionary speakers in the hospitality and tourism industry. The 2015 conference was SOLD OUT. This year, over 250 attendees are expected to attend; including C-level executives and business owners, DMO leaders, General Managers, Director of Sales, and Director of Marketing from Las Cruces to Farmington to Albuquerque. In addition, get more exposure to this group, please consider donating an item to the silent auction which will be held throughout the conference and will close after the Travel & Tourism Unity Dinner on February 9th, 2016. For questions please call or email Khanh-Thy Gonzales at 505-600-1051 or khanh-thy@newmexicohospitality.org.



MARKETING INFORMATION ITEMS
 
TOURISM Santa Fe Closed January 18

TSF Business Partner Meetings



TOURISM Santa Fe Closed January 18


TOURISM Santa Fe will be closed on January 18, 2016 in observance of Martin Luther King Day


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following business partners/organization:

  • Santa Fe Spirits
  • Hotel Santa Fe
  • Quail Run-Legislative Preview
  • Hospitality Breakfast Meeting
  • Cowgirl Hall of Fame
  • NMTD Central Region Meeting
  • Anasazi
  • New Mexico Tourism Department (Jordan Guenther)
  • Four Seasons Marketing Update
  • La Fonda (Christmas Spirit Video Shoot)
  • Santa Fe Foodie Classic
  • OTAB Grant Reviews
    • Desert Chorale
    • Entreflamenco
    • Artsmart
    • SWAIA
    • Cinafesta Italia
  • La Posada (GM welcome reception)
  • Bike & Brew Update Meeting
  • JLH Media
  • Santa Fe Lodgers Lunch
  • Will McGough, Travel Writer
  • Jen Fields, Denver Post




SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

December 2015 Performance Metrics

Visits
  • 88,852 Total Visits
  • 72.5% New Visits
  • 2.37 Pages per Session
  • 2:26 Average Time on Site
  • 210,646 Total Page Views
Visitor Gender
  • 58% Female
  • 42% Male
Visitor Age
  • 8.06% 18 - 24
  • 18.76% 25 - 34
  • 18.61% 35 - 44
  • 17.2% 45 - 54
  • 21.53% 55 - 64
  • 15.84% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: December 9, 2015
    • Number sent: 48,502
    • Number opened: 8,865
    • Open rate: 18.28%
  • TOURISM Santa Fe Marketing Report
    • Sent: December 9, 2015
    • Number sent: 1,081
    • Number opened: 316
    • Open rate: 29.23%
  • Santa Fe Deals and Specials
    • Sent: December 17, 2015
    • Number sent: 25,124
    • Number opened: 4,875
    • Open rate: 19.40%
  • TOURISM Santa Fe Sales Report
    • Sent: December 23, 2015
    • Number sent: 1,091
    • Number opened: 354
    • Open rate: 32.45%
*Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.



SOCIAL MEDIA
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TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
2015 is now behind us and we are now looking forward to 2016 (which we know will be a great social media yearǃ)

2015 saw our social media channels grow exponentially. Compared to 2014, we gained 8,864 more followers on Facebook; 2,346 more people liked our Twitter page and 1,931 users liked our Pinterest page. Our Instagram account saw the second largest leap gaining 4,890 followers.

If you'd like to gain more followers, surround yourself with a network of people that value your brand and expertise, so you can become an influencer among them. Don't let weeks pass between tweets and posts. Be consistentǃ Provide content that is useful to people, and you will soon become known as an industry resource—increasing retweets and shares.

Don't miss this chance to engage and grow your own fan base by leveraging the city's increasing social media presence. Follow, share, and interact with us on social mediaǃ Don't forget to add #SantaFeNM or #TheCityDifferent to your postsǃ

Facebook: www.facebook.com/SantaFeTourism
Twitter: twitter.com/CityofSantaFe/
Pinterest: pinterest.com/cityofsantafe/
Instagram: instagram.com/CityofSantaFe/
YouTube: youtube.com/VisitSantaFeNM
SantaFe.org Blog: santafe.org/blog/


Join us on Facebook Facebook
December 2015 Facebook Performance Metrics
  • Total Page Likes: 45,322 (2.5% increase)
  • People Talking About This: 19,922
  • Engagement: 73,418
  • Top Ranking Post, December 8th, 2015 at 11:42AM
    • Likes: 926
    • Shares: 277
    • Comments: 33
    • Reach: 38,695


Join us on Twitter Twitter
December 2015 Performance Metrics
  • Followers: 9,952 (1.5% increase)
  • Monthly Impressions: 90,700
  • Engagement: 1,026
Top Performing Post, December: Some cities drop things to say goodbye to the old year. #SantaFeNYE will raise a surprise UP to greet the new oneǃ: December 12th at 6:12 PM
  • Impressions: 1,957
  • Favorites: 13
  • Retweets: 11
  • Total Engagements: 54


Join us on Instagram Instagram
December 2015 Performance Metrics
  • Followers: 5,866 (14.8% increase)
Top Performing Post, December: (Repost) Beautiful shotǃ #CanyonRoadFarolitoWalk
  • 342 Likes


Join us on Pinterest Pinterest
December 2015 Performance Metrics
  • Followers: 1,968 (0.6% increase)


Read the Santa Fe blog Santa Fe Blog
December Blog Posts

Start the New Year Off Right with These Santa Fe Events
  • Posted December 1, 2015
  • Views: 84
8 Farolito Photos to Brighten The Holiday
  • Posted December 8, 2015
  • Views: 1,909
8 Accolades To Put Santa Fe At The Top Of Your Travel List
  • Posted December 15, 2015
  • Views: 1,334
The Top Ten Santa Fe Instagram Photos of 2015
  • Posted December 22, 2015
  • Views: 486
December 2015 Performance Metrics

Total Blog Views: 3,813 (66% Increase)
Average Time on December Blog Posts: 3:31 minutes


Watch us on Youtbue YouTube
December 2015 Performance Metrics
  • Subscribers: 188 (0.5% increase)
  • Views: 2,678



MEDIA PLACEMENT


Digital


SEM:
  • Flight Dates: July 1-June 30, 2016
  • Markets: Denver, Colorado Springs, Chicago, Seattle, NYC, Phoenix, Amarillo, Los Angeles, Philadelphia, Dallas, Houston

iExplore & Travel Mindset:
  • Flight Dates: October 1, 2015-February 29, 2016
  • Markets: National-Interest Based

Expedia/Travelocity:
  • Flight Dates: September 1, 2015-April 30, 2016
  • Markets: National-Interest Based

Afar:
  • Flight dates: October 1,2015-January 31, 2016
  • Markets: National-Interest Based



Print


Go New Mexico Travel Planner:
  • Flight Dates: September 1, 2015-June 31, 2016
  • Markets: NM

Santa Fe Visitors Guide:
  • Flight Dates: December 1-December 31, 2015
  • Markets: NM




TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
December was another strong month, closing a strong Q4 and strong 2015. Earned media for the quarter was $6,635,488—a 61 percent increase from 2014. For the year, earned media was $25,873,242—a 257 percent increase over 2014. That figure includes $3.2M in earned media from The Bachelor episodes coverage, but even without that bounty, we were 225 percent over 2014.

Yet, as The Rolling Stones sang long ago, "Who Wants Yesterday's Papers?" We are on to 2016, where January is already racking up a bunch of nice coverage.

To top these record numbers in the next four quarters will require some disciplined and dedicated effort by everyone, but it will be fun. On December 31st we distributed a "New Year's Resolutions" one sheet of best practices and processes to help ensure a more prosperous 2016. If you didn't get a copy, please get in touch with jgfeins@santafenm.gov.

As we need to stay on these points all year, here again are the Public Relations resolutions we'd like everyone to pursue actively:

  • Say Yes To Press
    • Offer to host visiting media when possible
    • Follow reporters' social media channels and support posts before, during & after visits
    • Produce updated media kit with hi-res images - Provide to TSF
  • Share Santa Fe Media Coverage
    • Via newsletter, web, email, & social media
  • Vote & Get Out The Vote
    • Set automatic reminders for entire voting period on your company calendar
    • Promote all votes via each communication channel you use
  • Respond To PR Hot Tips
    • Answer PR Hot Tips as soon as possible, create promotions as needed to reply

Thank you. Here's to a grand new year for Santa Fe.


News to Use, Utilize Our Press Releases


Check in with the Current Releases section of the santafe.org website for press releases that you can use, redistribute or reference.


Recent Accolades


As a result of the Reader's Choice Survey, Travel + Leisure named Santa Fe one of America's Best Cities For Winter Travel.

Santa Fe New Mexican posted coverage of Santa Fe in Travel + Leisure Reader's Choice Awards for the Best Cities for Winter Travel.

USA Today named Radish & Rye in Santa Fe the #5 Best New Restaurant in the Reader's Choice Best of 2015.

USA Today 10 Best provided coverage of Radish & Rye in the Reader's Choice Best of 2015 for Best New Restaurant.

As a result of the World's Best Awards, Travel + Leisure selected the Rosewood Inn of the Anasazi in a round-up of Best Hotels in Every State.

Conde Nast Traveler ranked Ski Santa Fe as the #4 "Best Ski Resort in the U.S. and Canada" in the Readers' Choice Awards.


VISITING PRESS
 
Freelancers Marilyn Jones and Cacinda Maloney visited Santa Fe from December 8-11.

Darla Murray from Life & Style Weekly visited Santa Fe from December 13-16.

Lance and Laura Longwell visited Santa Fe from December 21-26 to research for coverage on Travel Addicts.

Liz Laing visited Santa Fe from December 29-31 to research for coverage for Wandermelon.


SANTA FE IN THE NEWS
 
Print & Online Articles


Here is a selection of December coverage. To see more, please visit the Hot News page at the santafe.org Media Center.

NEWSPAPER

Albuquerque Journal provided coverage of Santa Fe in an article on enchanting holidays in New Mexico. Coverage ran online and in print.

USA Today included the Santa Fe School of Cooking's "Taste of Santa Fe" basket in their holiday gift guide round-up.

The holiday gift guide was also syndicated to:
  • Visalia Times Delta
  • Hattiesburg American
  • Oshkosh Northwestern

Chicago Tribune included the Santa Fe International Folk Art Market in the outlet's annual events calendar.

Coverage was syndicated to the following seven outlets: Baltimore Sun, Orlando Sentinel, Sun-Sentinel, Morning Call, Daily Press, Los Angeles Times, Hartford Courant.

USA Today included Santa Fe Spirits in an article titled, "2016 Spirits Preview-New Release And Tasting Rooms".

WEBSITES

As a result of TOURISM Santa Fe hosting Mary Anne Been on the Living History press trip in September 2015, JetSet Extra posted dedicated coverage of the destination in an article titled, "In a Santa Fe State of Mind".

As a result of TOURISM Santa Fe hosting Randy Yagi on the Santa Fe outdoor press trip in October, CBS Local included Santa Fe in an article titled, "5 U.S. Destinations For a Winter Honeymoon". Coverage was nationally syndicated to the following 23 CBS Local Affiliates:

  • Atlanta
  • Baltimore, Boston, Chicago, Cleveland, Connecticut, Dallas, Denver, Detroit, Houston, Las Vegas, Los Angeles, Miami, Minnesota, New York, Philadelphia, Pittsburgh, Sacramento, San Francisco, Seattle, St. Louis, Tampa, Washington

Trip Dreaming included Santa Fe in a round-up of "5 Underrated Ski Resorts in the USA", highlighting Ski Santa Fe.

Cheapism.com included GLOW at the Santa Fe Botanical Garden in a round-up of top light displays in every state.

Cheese Rank provided dedicated coverage of Santa Fe in an article, "Cheese City Shout Out.

As a result of hosting Dan Mayfield on the outdoor press trip, Gayot provided coverage of Santa Fe's restaurants in five pieces:


USA Today 10 Best included La Fonda on the Plaza in a round-up of best hotel fireplaces this winter.

As a result of TOURISM Santa Fe hosting Cacinda Maloney in December, Yahooǃ Travel included Santa Fe in a round-up titled, "Expert Opinions-16 Places Everyone Will Be Talking About in 2016".

As a result of TOURISM Santa Fe hosting Marilyn Jones in December, Grit posted a dedicated feature entitled, "Santa Fe During the Holidays".

Lonely Planet provided syndicated coverage of the Santa Fe New Mexican article promoting the new Margarita Trail in Santa Fe.

Liftopia included Santa Fe in a round-up of "Best Ski Towns to Ring in the New Year", highlighting Ski Santa Fe.

As a result of TOURISM Santa Fe hosting Spencer Edwards on the October outdoor press trip, Ask Men provided dedicated coverage in an article titled, "Ways to Experience Santa Fe".

As a result of TOURISM Santa Fe hosting Cacinda Maloney in the destination earlier in December, Travelocity provided dedicated coverage in an article titled, "Santa Fe Plaza-Where Cultures Collide".

MAGAZINES

Travel World Magazine posted dedicated coverage on the holidays in Santa Fe.

As a result of TOURISM Santa Fe hosting Irene Lacher during the 2015 September press trip, Pasadena Weekly posted an article titled, "Spicy Holidays in Santa Fe".

Canadian Traveller provided coverage of Santa Fe in an article titled, "A Tale of Two (Snowbird) Cities".

Kiplinger included Santa Fe in the publication's annual Best List under "Places to Retire".

As a result of TOURISM Santa Fe hosting Irene Lacher on the September press trip, Arroyo Monthly published dedicated coverage of Santa Fe in a three-page spread titled, "Spicy Holidays in Santa Fe".

As a result of TOURISM Santa Fe hosting Christina Pellegrini in the destination during the annual Santa Fe Wine & Chile Fiesta, Wine Enthusiast published dedicated coverage on Santa Fe.

New Mexico Magazine published a twelve-page spread on Santa Fe.

As a result of TOURISM Santa Fe hosting Alex Schechter in September 2015, AFAR included Santa Fe in the publication's "Where to Go 2016" issue.

Dorado Magazine included Barrio Brinery in its "2015 Dorado Gift Guide-The Food Fanatic".


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