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TOURISM Santa Fe February 2016
Marketing Report
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A Message from Executive Director
Randy Randall

Randy Randall, Executive Director

Can you believe that Santa Fe has a Margarita Trailǃ Actually not yet - but it is comingǃ The City Different has always been a Mecca for those who love Margaritas, the beloved beverage both our residents and visitors like to savor. Everyone has their favorite place for a Margarita and claim their choice is absolutely the best in town.

Now, through the efforts of TOURISM Santa Fe, we will be rolling out an official Santa Fe Margarita Trail where aficionados of this fabled libation will be able to enjoy specialty designed offerings that take them all around town and give them keepsakes to take home. After trail adventurers obtain a $3 passport, they can go to what we are sure will be 30 or more participating restaurants and bars to sample the offerings at a $1 discount and receive stamps in their passport to verify participation.

After someone 21 or over collects five stamps - and no more than two per day in this program - the passport can be brought to any of the three TOURISM visitor centers to obtain a t-shirt to signify the exciting journey. Higher levels of participation (more stamps) will equal more rewards (more stuff).

This is your advance notice of the Santa Fe Margarita Trail that we expect will become yet another signature adventure to do in Santa Fe for many years to come. A by invitation press gathering happens on February 22, National Margarita Day, and we plan to have passports available by the end of April.

In the meantime, if you haven't listed a business incentive on our web site for the Kids Free Spring Break promotion in March and early April you stand to miss out. Our promotions are going full steam now. Do yourself and Santa Fe a favor and get something posted to bring more visitors into your business.

Randy Randall
Executive Director
(505) 955-6209

Sign up for the Santa Fe Margarita Trail

Add your Kids Free Spring Break promotion

Last-Chance Travel + Leisure's World's Best Survey

Watch and share our new The City Different videos

Enter the world's first food and beverage tourism competition

Tell visitors about Ski Santa Fe's record snow

Sign Up for The Santa Fe Margarita Trail

Santa Fe Margarita Trail logo

Don't be left out of what is sure to become a new and future must-do activity in Santa Feǃ We can only guarantee participation to the first 30 paid restaurants. Click here for information on how to sign up. Deadline to sign up is February 19.

Confirmed Santa Fe Margarita Trail participants will be announced on February 22 (National Margarita Day) during a special press reception to formally announce the Santa Fe Margarita Trail and all participating restaurants.

Add your Kids Free Spring Break Promotion

There's still time to add your Kids Free Spring Break promotional offer

Spring Break 2016 Promo Image - Pottery Workshop

Our Kids Free Spring Break promotion is in full swingǃ The press release has been distributed; the promotional page is live; radio and digital advertising campaigns have been launched; and we've already received national and local press coverage on Chicago Tribune, Stuffed Suitcase, The Santa Fe New Mexican, and Santa Fe Hometown Newsǃ

Add your offer now through your business listings page. Just log in and click on the green buttonǃ

Image of business listing dashboard with new green button

Remember to promote your offers on social media and include #SpringBreakDifferentǃ

Share your promotion on Twitter with the #SpringBreakDifferent hashtag in your tweet, and it will appear on the live Twitter feed located on the Kids Free Spring Break page.

Last-Chance Travel + Leisure's World's Best Survey

Travel + Leisure's World's Best Survey runs through February 29, 2016. 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. Please insure that all your employees, friends and family give Santa Fe top marks in all categories.

Complete the survey here.

Watch and Share our new The City Different videos

City Different video

We have launched our new Santa Fe "The City Different" campaign and we're happy to share with you the completed videos that are a strategic component of this campaignǃ Each video highlights one of our core messaging pillars including: Cuisine, Culture, History, Outdoor Adventure, Performing Arts, Relaxation, Shopping and Visual Arts. Click here to see the landing page that features all of the videos.

Help us spread the word about Santa Feǃ Share the videos on all your social networking sites and include the #SantaFeNM #TheCityDifferent hashtags in your posts. Feel free to also embed the videos on your website.

Enter the world's first food and beverage tourism competition

The World Food Travel Association is pleased to announce the world's first food and beverage tourism awards

The 2016 FoodTrekking Awards are the world's first global competition for recognition of excellence in food and beverage experiences for travelers. You are a crucial part of the traveler experience and travelers need to know about your businessǃ

Enter now for the chance to win one grand prize and two runners-up for each category. There are 5 categories this year. Winners will gain tremendous global recognition for an entire year, as they are announced in the World Food Travel Association's newsletter (24,000 readers), its Founder's Blog, and on social media groups (13,000 followers), as well as a dedicated press release to their list of 2,000 media contacts around the world. The visibility potential for your business is hugeǃ

The deadline to enter is March 1, 2016. Click here to learn more and submit your application.

Tell Visitors about Ski Santa Fe's record snow

Ski Santa Fe snowboarder

Did you know that Ski Santa Fe was recently named the #4 "Best Ski Resort in the U.S. and Canada" in the Condé Nast Traveler Readers' Choice Awards? Officials are reporting one of the largest bases in New Mexico with almost 100"ǃ Don't forget to tell your visitors what Ski Santa Fe has to offer—77 trails to experience with a variety of downhill and cross-country trails that provide thrills and challenges for winter sports enthusiasts of every level.

They also make it easy and affordable for visitors to get there on the new RTD Mountain Trail Busǃ Visit for more information.

2015 4th Quarter Marketing Report Results

TSF Business Partner Meetings

2015 4th Quarter Marketing Report Results

2015 4th Quarter Marketing Report Results

Website Year over Year change
  • Visits: 267,186 [UP 3%]
  • Unique Visits: 216,892 [UP 6%]
  • Pages per Session: 1.64 [DOWN 38%]
  • Average Time on Site: 2:32 [DOWN 11%]
  • Conversion Rate: 10.4% [DOWN 1.5%]

Blog Year over Year change
  • Page Views: 20,465 [UP 225%]
  • Website Referrals: 29.3% [DOWN 8.8%]

Email Newsletters (Averages) Year over Year change
  • Consumer: Happenings
    • Email List: 48,843 [UP 14%]
    • Open Rate: 17.6% [UP 0.9%]
  • Consumer: Stay Another Day
    • Email List: 25,272 [UP 52%]
    • Open Rate: 19.7% [UP 1.2%]
  • Industry: Marketing Report
    • Email List: 1,085 [UP 4%]
    • Open Rate: 32.6% [DOWN 2.7%]
  • Industry: Sales Report
    • Email List: 1,094 [UP 5%]
    • Open Rate: 32.9% [DOWN 0.8%]

Public Relations Year over Year change
  • Pitches: 177
  • Press Releases: 13 [DOWN 19%]
  • Media Visits: 33 [UP 3%]
  • Media Contacts: 432 [UP 7%]
  • Earned Media: $6,635,488 [UP 62%]

Social Media Year over Year change
  • Facebook likes: 45,322 [UP 24.3%]
  • Facebook engagement: 264,060 [UP 38%]
  • Twitter followers: 9,952 [UP 31%]
  • Instagram followers: 5,866 [UP 501%]
  • Pinterest followers: 1,968 [UP 24%]
  • YouTube subscribers: 188 [UP 39%]
  • YouTube views: 4,499 [UP 106%]
  • TripAdvisor page views: 27,268 [DOWN 43%]

Santa Fe Guide Year over Year change
  • Distributed guides: 40,605 [UP 91%]

Visitors Year over Year change
  • Visitor center visits: 42,748 [UP 174%]

Occupancy & Room Rates Year over Year change
  • Occupancy Rate: 64.6 [UP 3.8%]
  • Average Daily Rate: $125.79 [UP 6.2%]
  • Revenue per Available Room: $81.26 [UP 11.7%]

To view the full Quarterly Report, click here.
TOURISM Santa Fe began separating pitches from press releases in Q3 of 2015. Note that Y/Y figures will normalize after 1 year.
Includes numbers from new Plaza visitor center, resulting in large Y/Y change.

TSF Business Partner Meetings

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

  • ASLO
  • Meow Wolf
  • Liza Suzanne, Parks & Rec Department, Genoveva Chavez Community Center
  • Al Lucero, Southern Wine & Spirits
  • CineFesta Italia
  • Santa Fe County
  • Sazon
  • TRENDS Conference Committee - New Mexico Hospitality Association
  • Skate School
  • Santa Fe Lodger's Luncheon
  • Juliet White, Writer, Only in Your State
  • Adobe Theatre
  • Santa Fe Gallery Association
  • New Mexico Magazine
  • Cathy and Dan Barber, Travel Writers
  • Winter Brew
  • Santa Fe Foodie Classic
  • Creative Tourism
  • New Mexico Cocktail Festival Planning Meeting
  • Hilton Buffalo Thunder, Santa Fe Opens Its Gates
  • Stephanie Cameron, Edible Magazine
  • International Folk Art Alliance
  • Society of American Travel Writers
  • Chamber Legislative Reception
  • OTAB
  • Santa Fe Fiesta Council
  • Santa Fe Railyard Update
  • Georgia O'Keeffe Museum

SANTAFE.ORG How It's Performing screenshot

January 2016 Performance Metrics

  • 86,508 Total Visits
  • 75% New Visits
  • 2.53 Pages per Session
  • 2:46 Average Time on Site
  • 218,921 Total Page Views
Visitor Gender
  • 60.8% Female
  • 39.2% Male
Visitor Age
  • 7.80% 18 - 24
  • 17.64% 25 - 34
  • 16.46% 35 - 44
  • 16.49% 45 - 54
  • 23.03% 55 - 64
  • 18.57% 65+
  • Santa Fe Happenings
    • Sent: January 7, 2016
    • Number sent: 48,458
    • Number opened: 8,567
    • Open rate: 17.83%
  • TOURISM Santa Fe Marketing Report
    • Sent: January 14, 2016
    • Number sent: 1,086
    • Number opened: 323
    • Open rate: 29.74%
  • Santa Fe Deals and Specials
    • Sent: January 21, 2016
    • Number sent: 25,089
    • Number opened: 5,299
    • Open rate: 21.12%
  • TOURISM Santa Fe Sales Report
    • Sent: January 27, 2016
    • Number sent: 1,095
    • Number opened: 343
    • Open rate: 31.32%
*Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.

Join us on Facebook See us on Flickr See us on YouTube Follow our Tweets Watch us on YouTube See us on Instagram Join us on Google Plus

2016 will be host to a variety of new social media trends and changes. Here are six social media tips and trends that will help you stay ahead of the game:

  1. Real Time Engagement — Respond to comments and questions on your social channelsǃ Prontoǃ
  2. Live Streaming Video — Consumers want faster access to real time.
  3. Social Commerce — The more engaged your customers are, the better your sales.
  4. Search Engine Optimization (SEO) — Content Is Still Kingǃ
  5. Mobile First — If you're not thinking mobile first, then you're already behind.
  6. Data-Driven Decisions — Decide what data can help you personalize your message. This will help you focus on building strong loyalty.

January was a great month for social media and we continue to see an increase in followers across our channels. The Visit Santa Fe Facebook fan base grew by 999 followers and Instagram gained 633 new followersǃ Our largest reach in January was our New Year's Eve countdown video — reaching 137,639 Facebook users.

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

YouTube: Blog:

Join us on Facebook Facebook
Facebook screenshot

January 2016 Performance Metrics
  • Total Page Likes: 46,321 (2.2% increase)
  • People Talking About This: 16,633
  • Engagement: 62,901
Top Ranking Post, January: Happy New Year, Santa Fe, New Mexicoǃ - January 1, 2016 at 2:32 AM
  • Likes: 2,745
  • Shares: 1,489
  • Comments: 149
  • Reach: 137,639

Join us on Twitter Twitter
Twitter screenshot

January 2016 Performance Metrics
  • Followers: 10,108 (1.6% increase)
  • Monthly Impressions: 88.9K
  • Engagement: 1,030
Top Performing Post, January: New Mexico Named Top Travel Destination for 2016 - January 4th at 7:51 AM
  • Impressions: 1,696
  • Favorites: 14
  • Retweets: 9
  • Total Engagements: 51

Join us on Instagram Instagram
Instagram screenshot

January 2016 Performance Metrics
  • Followers: 6,499 (10.8% increase)
Top Performing Post, January: (Repost from@rav_santafe)

Join us on Pinterest Pinterest
January 2016 Performance Metrics
  • Followers: 1,995 (1.4% increase)

Read the Santa Fe blog Santa Fe Blog Blog screenshot

January Blog Posts

Five Fab Santa Fe Events In February
  • Posted January 5, 2016
  • Views: 921
A Santa Fe Family Spring Break Is Calling Youǃ
  • Posted January 12, 2016
  • Views: 208
5 Inspiring Instagram Photos For A Santa Fe Winter Escape
  • Posted January 19, 2016
  • Views: 321
It's Soup Soup Super Time in Santa Feǃ
  • Posted January 26, 2016
  • Views: 679
January 2016 Performance Metrics

Total Blog Views: 4,571 (20% Increase)
Average Time on January Blog Posts: 2:31 minutes

Watch us on Youtbue YouTube
January 2016 Performance Metrics
  • Subscribers: 194 (3.2% increase)
  • Views: 2,103



TARGET: Affluent, Demo-and interest-based messaging to users who have expressed interest in either Santa Fe, Southwest travel and/or have visited to learn more about and/or book travel to Santa Fe.

PERFORMANCE: Outdoors, Culture, Retail and Cuisine are currently the top performing banner ads, with all units generating
Visit Rates over 60%.

Digital Ad Performance chart

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

Audience: In-Market Consumers, currently planning trip to Santa Fe

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

  • Flight Dates: September 1, 2015-April 30, 2016
  • Markets: National

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

Travel Pulse (e-newsletter):
  • Flight dates: January 4, 2016 & February 18, 2016
  • Markets: National

Questex Travel Group:
  • Flight dates: January 4, 2016
  • Markets: National


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

Successful Meetings:
  • Flight Dates: January 1-January 31, 2016
  • Target:
  • Markets: National

Smart Meetings:
  • Flight Dates: January 1-January 31, 2016
  • Target:
  • Markets: National

Happy New Year. January was the right kind of start with $1,294,195 of earned media, a 187 percent increase over January 2015. More important is the quality of the media, from coverage of our March Spring Break promotion and a profile of Mayor Gonzales to excellent pieces in Parade, USA Today, U.S. News & World Report, over 20 CBS Local outlets, and the leading travel publications Condé Nast Traveler, Travel + Leisure, and AFAR Magazine.

As you recall from our New Year's Resolutions document, the important thing is to keep the momentum of coverage going. Coverage isn't the finish line but the beginning of a new, vigorous marketing and communications cycle. Share these stories everywhere and anywhere you can, especially when you're covered, but even if it's general Santa Fe coverage that will remind your audiences that it's time to return - and to stay at least another day.

We'd also like to remind you for 2016 to Say Yes To Press when we announce visits, respond promptly to Hot Tips, and please get us those updated press kits and new high-res photos proactively. Never fun when a top outlet calls with a 30 or 60 minute deadline as they love to do and we all have to run around like puppets on a string.

Before we all get even busier than we are now, let's get out in front of these needs we know are coming and ensure Santa Fe gets the high quantity - and especially high quality - press it deserves.

News to Use, Utilize Our Press Releases

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

Recent Accolades

MSN named The Shed and Santa Fe Bite as the #52 and #66 Best Casual Restaurants in America.

Lynser Dyer, KT Miller, Leslie Hittmeir and Caroline Gleich visited the destination from January 11-15 to research for coverage in Skiing Magazine.

Assisted NMTD with visit.

Print & Online Articles

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


San Diego Union Tribune included the Lodge at Santa Fe in a round-up of Travel Deals.

Dallas Morning News included dedicated coverage of Sunrise Springs in Santa Fe in an article on 2016 destination spas. Coverage ran online and in print.

USA Today included Santa Fe Spirits in a round-up entitled, "2016 Spirits Preview - New Releases and Tasting Rooms."


As a result of hosting Julie Hatfield in the destination, Examiner provided dedicated coverage in an article titled, "Cooking, dining and eating are all equally great Santa Fe activities."

As a result of hosting Cacinda Maloney in December 2015, Trip Advisor included Santa Fe in a round-up of "Best Family Getaways in America."

U.S. News & World Report included Santa Fe in a round-up of "Top 7 Destinations for a Digital Detox in 2016."

FWx included Santa Fe in an article titled, "Where to Splurge and Budget in the New Year in U.S., Central America and Mexico."

As a result of hosting Randy Yagi on the Santa Fe outdoor press trip in October, CBS Local included Santa Fe in an article titled, "Best Backpacking Trails in the Continental U.S." Coverage was nationally syndicated to the following 22 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, Washington

Famadillo included Santa Fe in a round-up of "Top Kid Friendly Winter Destinations."

As a result of hosting Belinda Jones in the destination, Bodie on the Road posted a dedicated feature titled, "Dog-Friendly Shopping in Santa Fe."

Physician's Money Digest provided dedicated coverage on Spring Break in Santa Fe.

As a result of hosting Rachel Weingarten on the "Only in Santa Fe" press trip in March 2015, Parade published a dedicated feature on the destination in an article titled, "Santa Fe aka the City Different - Arts, Architecture and Chiles."


As a result of hosting Steve Larese on the Ski New Mexico press trip, AAA Westways included Santa Fe in a piece, "Under the Bluebird Sky."

Modern Luxury San Diego provided syndicated coverage of the destination in an article titled, "Seeking Santa Fe."

Endless Vacation Magazine provided dedicated coverage in an article titled, "Recharge in Santa Fe."

As a result of hosting Alexandra Pecci on the September "Living History" press trip, Northshore Magazine published a dedicated feature on the destination titled, "Santa Fe Souvenirs."

As a result of Kelsy Chauvin visiting the destination and continued media outreach, Passport published a dedicated feature on Mayor Javier Gonzales. Coverage ran online and in print.

Condé Nast Traveler published additional coverage of Santa Fe as one of the best shopping cities in the world as part of the Readers' Choice Awards.

Travel + Leisure included Ojo Caliente Mineral Springs Resort & Spa in a round-up of Weekly Travel Deals.

Travel + Leisure provided syndicated coverage of the article, "Where to Splurge and Budget in the New Year in U.S., Central America and Mexico."

As a result of hosting Alex Schechter in the destination, AFAR posted a feature article, "5 Ways to Feel the Magic in Santa Fe."

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