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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


We have heard a lot about parking in the past few months. In an effort to stabilize the parking enterprise fund, operate on a revenue-positive basis and ensure proper turnover at parking meters to accommodate demand, both parking meter rates and garage rates were adjusted as a part of the current fiscal year budget plan.

While this has met with some visible and vocal opposition, the last six months has proven the value of the decisions made. Fewer downtown workers continue to park all day at meters, opening their use for resident and visitor shoppers. The turnover rate at the meters has increased and the use of garages for hourly needs as well as employee parking has increased. New smart meters have been installed in all locations that will accept credit cards, and hopefully soon will allow a downloadable app to add meter time and minimize the number of violations issued.

Council, however, has heard the opposition and will be considering a change to the garage parking policies that will allow the first two hours of garage parking to be offered freeǃ This should satisfy the concerns of some regarding the price of the meters and any detriment they might be to potential shoppers—while leaving the overall parking decisions in place to continue to work for the betterment of all.

Another thought was given to me the other night that I think is great and, if you agree, we should all get behind. There is a large amount of restricted parking during the day that remains vacant after the normal work day and particularly on weekends. This includes bank lots, gated business lots and some governmental lots. Those in control of these lots should be encouraged to leave the gates open to allow evening downtown customers to be able to use them. I know that the State Land Office regularly leaves their gates up after hours and this makes for convenient parking for the various restaurants on Old Santa Fe Trail. If this works for the Land Office, it should work for others. If you do business with any entity that has a daytime restricted lot, please voice your desire to have the space left available after hours for both resident and visitor use.

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



MARKETING ACTION ITEMS
 
Vote for Santa Fe in Travel + Leisure World’s Best Awards

Order the 2017 Official Santa Fe Visitor Guide

Don’t be left out: Add your 2017 Kids Free Spring Break offers

“Santa Fe Getaway” Sweepstakes Opportunity

Advertising on SantaFe.org Benefits Our City & Your Business

#MySantaFeHoliday Instagram Contest



Vote for Santa Fe in Travel + Leisure World’s Best Awards



Travel + Leisure is one of the world's top names in travel media and trend setting. The voting season for 2017 has begun and runs until March 6. There's no time like now to get your votes in for Santa Fe and spread the news to your family and friends too.

Santa Fe is listed in the "Cities" category. We congratulate the following Santa Fe properties listed in the "Hotels" category:
  • Hotel Santa Fe The Hacienda & Spa
  • La Posada de Santa Fe
  • Antigua Inn
  • Eldorado Hotel & Spa
  • Inn Of The Five Graces
  • Inn On The Alameda
  • Four Seasons Rancho Encantado
  • La Fonda On The Plaza
  • Inn & Spa At Loretto, A Destination Hotel
  • Rosewood Inn Of The Anasazi
When you complete the survey you'll be entered to win a dream trip for two worth $10,000 to be planned by an A-List T+L agent. Additional prizes include:
  • Baume & Mercier his and hers watches
  • Beats by Dr. Dre Studio Wireless headphones for 12 winners
  • L'Occitane en Provence Beauty Favorites Collection
  • Nikon KeyMission 360 camera
  • Victorinox Spectra Expandable hard-sided luggage set



Order the 2017 Official Santa Fe Visitor Guide



The new 2017 Official Santa Fe Visitor Guides will arrive by the end of the monthǃ Industry Partners can place bulk orders for the guides anytime through our online order form. We recommend that you take this opportunity to get enough for the 1st quarterǃ Fill out the form and they will be waiting for your pick up in no time flatǃ Click here to view the digital edition of the 2017 guide.

Be ready for the holiday season and have plenty of Visitor Guides available for your guests.


Don’t be left out: Add your 2017 Kids Free Spring Break offers



Thanks to all the partners who have added their 2017 Kids Free Spring Break offersǃ We’re off to a great start with more than 30 offers posted, but we need more. Our marketing and public relations efforts have begun with regular social media posts and a nationally distributed press release.

Don’t miss this free opportunity to promote your business. The paid digital media efforts begin in January with all traffic being driven to the Kids Free Spring Break page, santafe.org/SpringBreak. Don’t be left out—post your Kids Free Spring Break offers now.

To add your offers, login to your business partner account on santafe.org and from your dashboard, click on the green button that says “Add Your Spring Break Offers.”


“Santa Fe Getaway” Sweepstakes Opportunity



TOURISM Santa Fe will participate in the Travel & Adventure Shows in Denver and Dallas next year—March 18-19 in Denver and April 1-2 in Dallas. Help us build the ultimate Santa Fe Getaway giveaway package for these shows. Your contribution will be highlighted at the show and we will distribute your marketing collateral at our booth. Get your name out to the 10K+ attendees.

What We Need:
  • Dinner gift certificates for two
  • Lunch gift certificates for two
  • Gift certificates to classes, workshops and other Santa Fe attractions
If you are interested in contributing, please contact Joy Rice at jlrice@santafenm.gov or 505-955-6205 and provide the following information:

Name of Business:
Contact Name:
Contact Email and Telephone Number:
Description of Contribution:
Value of Contribution:
Restrictions (if applicable)
Website URL:

Thanks to all who have contributed so far. We greatly appreciate your support and contribution.


Advertising on SantaFe.org Benefits Our City & Your Business






#MySantaFeHoliday Instagram Contest



TOURISM Santa Fe kicked off our #MySantaFeHoliday Instagram contest on Thanksgiving Day. To date, more than 180 photos have been submitted by our Instagram followers. Help us get the word out about this exciting holiday photo contest. The contest runs through January 7, 2017 and includes the chance to win a Santa Fe getaway.



MARKETING INFORMATION ITEMS
 
TOURISM Santa Fe wins 2016 Top Hat Awards

Santa Fe Chamber Customer Service Training

2017 Hospitality & Tourism TRENDS Conference

Santa Fe Named Finalist in National Geographic World Legacy Awards

TSF Business Partner Meetings

Santa Fe Margarita Trail Update



TOURISM Santa Fe wins 2016 Top Hat Awards



TOURISM Santa Fe won three awards in the following New Mexico Hospitality Association 2016 Top HAT Award categories:
  • Product Development Award: Best New Experience – The Santa Fe Margarita Trail
  • Marketing Award: Best Print Campaign – Austin, Texas
  • Premier Award: Destination Of The Year
Other Santa Fe winners include:
  • Premier Award: Hospitality Professional of the Year – Ed Pulsifer, La Fonda on the Plaza
  • Premier Award: Hotel of the Year – La Fonda on the Plaza
  • Personnel Award: Back-of-House Food & Beverage Employee of the Year – Salvador Morales, Eldorado Hotel & Spa
  • Product Development Award: Outstanding Attraction – Meow Wolf’s House of Eternal Return
Congratulations to all the winnersǃ To see a full list, click here.


Santa Fe Chamber Customer Service Training



The Santa Fe Chamber of Commerce has launched, Visitor Journey A2D, a new customer and tourism awareness training built specifically for Santa Fe. It is a blended learning program, combining online learning with a live class. It teaches individuals their importance in the overall tourism industry, and gives them the tools to positively influence every visitor's experience from Arrival to Departure, or from A2D. Learn more and sign up today.


2017 Hospitality & Tourism TRENDS Conference



The New Mexico Hospitality & Tourism TRENDS Conference is the annual marketing & research conference held annually in Santa Fe. It features incredible speakers who deliver on emerging trends that will most impact the tourism and hospitality industry for the upcoming year. Register todayǃ


Santa Fe Named Finalist in National Geographic World Legacy Awards


Santa Fe has been named one of three finalists in National Geographic’s prestigious World Legacy Awards, in the Sense of Place category. This category is the most competitive as it receives nearly 150 entries from the most authentic places to visit around the globe.

There are few publications with the decades of standards and excellence of National Geographic. We encourage you all to share the news with colleagues, the community, and your customers. View the full list of 2017 finalists here.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in November:
  • Santa Fe Cocktails & Culture
  • Southern Wine & Spirits
  • National Geographic
  • Meow Wolf



Santa Fe Margarita Trail Update



TSF has just released two new videos as part of our Santa Fe Margarita Trail Bartender Series. Watch the videos to learn more about the Fiesta Lounge at La Fonda’s Don Rael Margarita and Hotel Santa Fe’s Jalapeño Margarita.

To date, 912 Passports have been sold at the TSF Visitor Centers; 864 t-shirts have been redeemed; 46 Passport holders have earned 20 stamps and a copy of The Great Margarita Book; and 20 people have completed the entire Trailǃ

Margarita Trail participants: Please check your Passport inventory and order additional Passports here.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

November 2016 Performance Metrics

Visits
  • Total Sessions 76,243 (10.5% decrease Y/Y)
  • Unique Users 61,741 (11.8% decrease Y/Y)
  • Pages per Session 2.21 (7.2% decrease Y/Y)
  • Average Time on Site 2:19 (5.1% decrease Y/Y)
  • Conversion Rate 8.71% (14.7% decrease Y/Y)
Visitor Gender
  • 62.1% Female
  • 37.9% Male
Visitor Age
  • 7.87% 18 - 24
  • 20.15% 25 - 34
  • 18.75% 35 - 44
  • 16.44% 45 - 54
  • 21.27% 55 - 64
  • 15.51% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: November 1, 2016
    • Number sent: 48,757
    • Number opened: 8,092
    • Open rate: 16.69%
  • TOURISM Santa Fe Marketing Report
    • Sent: November 9, 2016
    • Number sent: 1,157
    • Number opened: 329
    • Open rate: 29.59%
  • Santa Fe Deals and Specials
    • Sent: November 17, 2016
    • Number sent: 27,021
    • Number opened: 4,971
    • Open rate: 18.49%
  • TOURISM Santa Fe Sales Report
    • Sent: November 23, 2016
    • Number sent: 1,163
    • Number opened: 355
    • Open rate: 30.76%
  • Santa Fe Gift Guide (Inaugural issue)
    • Sent: November 23, 2016
    • Number sent: 60,359
    • Number opened: 10,321
    • Open rate: 16.95%
*Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.

November saw a decrease in website performance metrics Y/Y. Several factors contribute to this decrease. As of October 3, santafe.org is no longer receiving visits from the JackRabbit Systems booking page. JackRabbit Systems is now receiving those visits instead. Additionally, as part of the approved FY17 paid media strategy, there was a decrease in paid digital media Y/Y.



SOCIAL MEDIA
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TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
Visit Santa Fe’s Facebook page experienced a 103.5% increase in the “People Talking About This” metric over last month. This number represents the number of people who are “engaged” and interacting with our Facebook page by sharing posts, and includes subsequent likes, comments and re-shares. The “Annual Lighting of the Christmas Tree and Santa Fe Plaza” was the top performing post on Facebook for November, reaching 35,515 people. This had the third highest reach on Facebook for 2016. Instagram experienced a 5.4% increase in followers over last month and continues to be our fastest growing social media channel.

Our Instagram photo contest, #MySantaFeHoliday, kicked off on Thanksgiving Day and user submitted photographs are coming inǃ We ask our business partners to please share this link: santafe.org/mysantafeholiday/ and help us get the word out about this exciting holiday photo contest. The contest runs through January 6, 2017 and includes the chance to win a Santa Fe getaway.

Please continue to share the content we post on our social media channels. Thank you for being an important part of the Santa Fe story we tell. 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
Facebook screenshot

November 2016 Performance Metrics
  • Total Page Followers: 54,236 (0.62% increase M/M)
  • People Talking About This: 13,882 (103.51% decrease M/M)
  • Engagement: 60,747 (36.4% increase M/M)
    • Top Ranking Post, November: Annual Lighting of the Christmas Tree & Santa Fe Plaza
    • November 25, 2016 at 7:57 AM
    • Likes: 1,002
    • Comments: 32
    • Reach: 35,515


Join us on Twitter Twitter
Twitter screenshot
Twitter stats

November 2016 Performance Metrics
  • Followers: 11,611 (1.02% increase M/M)
  • Monthly Impressions: 84,900 (21% decrease M/M)
  • Engagement: 1,025 (60.4% decrease M/M)
    • Top Performing Tweet, November: Wednesday Wisdom “Beauty may open doors but only virtue enters.” English Proverb
    • November 9, 2016 at 11:42 AM
    • Impressions: 1,661
    • Favorites: 33
    • Retweets: 8
    • Total Engagements: 41


Join us on Instagram Instagram
Instagram screenshot

November 2016 Performance Metrics
  • Followers: 13,500 (5.4% increase M/M)
  • Top Performing Post, November: Santa Fe Sky
    • 1,020 Likes


Join us on Pinterest Pinterest
November 2016 Performance Metrics
  • Followers: 2,257 (0.49% increase M/M)


Read the Santa Fe blog Santa Fe Blog
November Blog Posts

Santa Fe Blog

10 Events That Will Get You In The Santa Fe Holiday Spirit
  • Posted November 1, 2016
  • Views: 1,027
Six Paths To A Holiday Different In Santa Fe
  • Posted November 8, 2016
  • Views: 880
Native Foods For The Soul
  • Posted November 15, 2016
  • Views: 118
Enjoy the Holiday Season in the Heart of Santa Fe County
  • Posted November 22, 2016
  • Views: 420
Eight Reasons To Spend NYE In Santa Fe
  • Posted November 29, 2016
  • Views: 256
November 2016 Performance Metrics

Total Blog Views: 7,612 (11.88% increase M/M)
Average Time on November Blog Posts: 3:05 minutes

Be sure to share the weekly blogs on your social media channels. To share directly from the blog, simply click on the colored share buttons at the top of the page, selecting your preferred networks, and click each to post.


Watch us on Youtbue YouTube
November 2016 Performance Metrics
  • Subscribers: 285 (1.78% increase M/M)
  • Views: 1,993 (46.2% decrease M/M)



MEDIA PLACEMENT


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

Adara: Programmatic Desktop and Mobile
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 11/1/16 - 11/30/16
Impressions: 1,136,877


Magnetic: Search Retargeting
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 11/1/16 - 11/30/16
Impressions: 1,067,708


Amobee: Mobile and Preroll
Target Markets: Denver, Dallas, Phoenix, Colorado Springs, Amarillo, Lubbock, El Paso, NYC, Los Angeles, Chicago, San Francisco, Seattle, Houston, Austin
Flight Dates: 11/1/16 - 11/30/16
Impressions: 2,698


TripAdvisor: Sponsorship and Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 11/1/16 - 11/30/16
Impressions: 173,705



SEM

Publication: Google AdWords
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 11/1/16 - 11/30/16
Impressions: 26,495





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
Santa Fe enjoyed an all-time best month for earned media in October, but in November we set another new high standard by over fifteen percent with $5,959,988—not including broadcast values that we’ve been unable to calculate so far. This is a 217 percent increase over a very strong November 2015.

We’re already 20 percent over our annual target, so thank you all very much for Saying Yes To Press. Way to go this year. Enjoy a restful holiday as naturally we have to step it up even more in 2017.

Christmas season coverage is rolling in with USA Today, Fox News, MSN, Huffington Post, major papers across Canada and other great outlets singing the Santa Fe song. We’ve already got last month’s press tour producing thanks to Reggie Dominguez and Houston Style in a sweet piece. There’s also coverage in The Economist, Realtor.com, and the best of the best travel magazines thanks to our performance in Conde Nast Traveler and Travel + Leisure readers’ choice awards. Speaking of the latter, please promote the T+L World’s Best Awards with vigor to your customers: tlworldsbest.wylei.com.

You can check out all of your coverage and accolades below.

Please share this coverage in newsletters, web sites and social media. Stories make people want to visit. They are third-party validation that there’s no place like The City Different.

Coverage is not the End Zone. Coverage is the Kickoff.

Boom it.


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.


PUBLIC RELATIONS PERFORMANCE METRICS
 
November 2016
  • Pitches: 34 (47% decrease Y/Y)
  • Press Releases: 4 (20% decrease Y/Y)
  • Media Visits: 6 (200% increase Y/Y)
  • Media Contacts: 143 (11% decrease Y/Y)
  • Earned Media: $5,959,988 (217% increase Y/Y)



RECENT ACCOLADES
 
Santa Fe ranked No. 3 in the Condé Nast Traveler 2016 Readers’ Choice Awards in the “Best Small Cities in the U.S.” category. Coverage appeared in the November issue.

Ski Santa Fe ranked No. 13 in the Condé Nast Traveler 2016 Readers’ Choice Awards in the “Best Ski Resorts in the U.S. and Canada” category.

Santa Fe ranked No. 8 in the Travel + Leisure 2016 World’s Best Awards in the “Best Cities in the U.S. for Shopping” category.


VISITING PRESS
 
Donald Pile and Ray Williams of LGBT travel website Purpleroofs.com visited Santa Fe on November 6.

Kate Kolenda of The Daily Meal visited Santa Fe from November 10-15.

Christopher Ritts of Lonely Planet visited Santa Fe at the end of Novermber

Freelance writer Jen Murphy visited Santa Fe as a guest of The Rosewood Inn Of The Anasazi

Freelance writer Angela Sha visited Santa Fe as a guest of La Fonda On The Plaza


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


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

BROADCAST (TV/Radio)

Santa Fe Mayor Javier Gonzales visited New York City to meet with tourism media. His visit coincided with post-election interest in Santa Fe’s status as a sanctuary city that has always welcomed people of all kinds from all places. He appeared on both television and radio in the following news outlets:
Santacafé Executive Chef Fernando Ruiz made Santa Fe very honored earlier this month, as he emerged victorious from a highly competitive field of chefs on the 400th episode of the Food Network program “Chopped.”
  • Coverage was heavily syndicated to local media outlets.
Representatives from TOURISM Santa Fe appeared on local radio station KVSF to promote Santa Fe during the holiday season.

TOURISM Santa Fe’s Holiday edition of the City Hall Live cable television program was broadcast live on November 16 and has been rebroadcast frequently since then.


NEWSPAPER (Print/Online)

USA Today included the Santa Fe School of Cooking in an online gallery of “Great Food and Beverage Subscriptions for last minute gifts.”

USA Today included Julia – A Spirited Restaurant & Bar, located at the La Posada de Santa Fe, in an online Thanksgiving gallery of “Craveworthy Takes on Cranberry.”

The Palm Beach Post featured syndicated coverage of Santa Fe’s #3 ranking in the Condé Nast Traveler 2016 Readers’ Choice Awards in the “Best Small Cities in the U.S.” category.

As a result of hosting Jeff McCann on the 2016 Ski Santa Fe group press trip, The Vancouver Sun provided dedicated coverage of Santa Fe in an article entitled “Santa Fe Art Scene the Real Draw.” Coverage was heavily syndicated and appeared in both print and online in the following Canadian publications:

MAGAZINES

Budget travel website Cheapism included the Santa Fe Botanical Garden in a round-up article of “Dazzling Christmas Light Displays from All 50 States.”
  • Coverage was syndicated to MSN
Budget travel website Cheapism included the Santa Fe Botanical Gardens, the Plaza Café, Courtyard Marriott and Drury Plaza Hotel in a round-up of holiday discounts for seniors.
  • Coverage was syndicated to MSN
Family travel website Ciao Bambino included Santa Fe in a round-up article of “Our 7 Favorite Christmas Getaways with Kids.”

CNN Money included Santa Fe Mayor Javier Gonzales in an article entitled “Sanctuary cities risk billions in defiance of Trump.”

As a result of contributor Jeff Waddle visiting the destination, Escape Here included Santa Fe in an article entitled “10 Amazing Historic and Cultural Attractions to See in New Mexico.”

Fox News included Santa Fe’s Canyon Road in a round-up article of “The World’s Top 10 Christmas and Holiday Festivals.”

As a result of working with contributor Keri Jones, Great Destinations Radio provided dedicated coverage of Santa Fe in an article entitled “Miracles, Margaritas and the Manhattan Project – I Explore Santa Fe in New Mexico.”

The Huffington Post provided syndicated coverage of Santa Fe’s #3 ranking in the Condé Nast Traveler 2016 Readers’ Choice Awards in the “Best Small Cities in the U.S.” category.

As a result of hosting Alison Gwin in the destination on the recent “Only In Santa Fe” group press trip, Parade included The International Folk Art Market in a round-up article entitled “It's Better to Give - Our Annual Salute to Top-Rated Charities.”

As a result of hosting Marilyn Jones, Travel Gumbo provided dedicated coverage of Santa Fe in an article entitled “Santa Fe Museums Showcase Art and History.”

Realtor.com included Santa Fe in a round-up article entitled “10 Small Cities That Are Not Cultural Wastelands.”


WEBSITES

Santa Fe ranked No. 3 in the Condé Nast Traveler 2016 Readers’ Choice Awards in the “Best Small Cities in the U.S.” category. Coverage appeared in the November issue.

Ski Santa Fe ranked No. 13 in the Condé Nast Traveler 2016 Readers’ Choice Awards in the “Best Ski Resorts in the U.S. and Canada” category. Coverage appeared online.

Santa Fe ranked No. 8 in the Travel + Leisure 2016 World’s Best Awards in the “Best Cities in the U.S. for Shopping” category.

The Economist provided dedicated coverage of Forrest Fenn in an article entitled “The Box That Launched 1,000 Trips.” Coverage appeared in print and online.

As a result of contributor Amanda Fortini visiting the destination in conjunction with Rosewood Inn of the Anasazi, Travel + Leisure provided dedicated coverage of Santa Fe in an article entitled “This Young Old Town.” Coverage appeared online and in the December issue of the publication.

AAA New Mexico Journey included Santa Fe Cider Works, Santa Fe Spirits and Las Posadas in the December/January issue.

Dogster Magazine included Santa Fe in a round-up article of “Top 5 Pet-Friendly Destinations in the Southwest.”

Four Seasons Magazine included Ski Santa Fe in a round-up article entitled “Ski Vacations.”

As a result of TOURISM Santa Fe hosting contributor Reggie Dominique on the “Only in Santa Fe” group press trip, Houston Style Magazine provided dedicated coverage in a feature entitled “Santa Fe, New Mexico - “The City Different.” Coverage appeared in print and online.


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