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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


On Friday, June 24th I attended the Ohkay Owingeh Feast Day with Rima Krisst, our Native American Liaison, on contract for expansion of tourism tribal relations. I had been to feast days in the past, but it has been several years and I had forgotten the excitement and incredibly authentic experience of attending a feast day.

As I arrived, the drummers could be heard and I was able to follow along as three wonderful dancers did the Buffalo Dance around the central part of the Pueblo. When the dance was finished, Rima and I met up and went to eat at the ancestral home of Joe Garcia, who has served both as governor and president of the National Congress of American Indians, the highest elected position in the Indian World. We were welcomed into the home by his sisters who had prepared an incredible offering including red and green chile stew, red and green enchiladas casseroles, several salads, and a dozen other wonderful dishes, all served family style in small bowls.

After our meal, we returned to the dance area and caught up with close to one hundred dancers of all ages doing the Comanche Dance, again to the thrilling beat of more than a dozen drums. As we walked the historic section of the pueblo, there were various booths selling both food and Native American art, both at very reasonable prices, a carnival, and a never-ending sense of welcome.

As I experienced all of this, I could not help but think of all the visitors in Santa Fe who would have found my four hours there the most memorable part of their exciting trip to Santa Fe. Yet they were not there and it reinforced my drive to work with the many Pueblos we are blessed to have within a short drive to bring greater exposure to the authentic experience they offer.

The dances I experienced have been performed for not hundreds but thousands of years. The buildings have sheltered their ancestors for countless generations and the food offered has been a tradition of hospitality long before Santa Fe became such a desired place to visit. We must all learn what is offered by our tribal neighbors and ensure that our guests know the experience that is so easily accessible.

The next feast day is at Santa Domingo on August 4 followed by Santa Clara on August 12. Please take time from your busy routine to step back in history and experience firsthand the wonderful dances and traditions of our rich Native American culture.

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



MARKETING ACTION ITEMS
 
Santa Fe is the #4 Top City in the United States—Travel and Leisure

SantaFe.org Update Business & Event Listings

Google Trekker and Santa Fe highlight the outdoors

Santa Fe Margarita Trail Update

Voting is open for USA Today 10Best Reader’s Choice 2016

Culture Atlas of New Mexico: Still time to submit your site

Vote for your favorite Santa Fe green chile cheeseburger

You’re invited: GSFRA Restaurant Community Forum

BrandUSA Creative Ask for Santa Fe

Governor’s Commission on Disability: Free Partner Training



Santa Fe is the #4 Top City in the United States—Travel and Leisure



Thank you all for getting out the vote in the Travel + Leisure World's Best Awards 2016. The Readers' Survey results were recently announced and Santa Fe has been voted the #4 Top City In The United States.

This is ideal news to share via websites, newsletters, and social media to promote Santa Fe as a top destination to your guests.


SantaFe.org Update Business & Event Listings


TOURISM Santa Fe has implemented a new system on santafe.org allowing us to notify our industry partners when their event listings have expired. Be on the lookout for these notifications and add any new event listings as soon as possible to ensure visitors to the website have the most up to date information when planning their trips in advance.

In addition, industry partners now have the option to categorize their business or service as an “Attraction.” The listing will appear on santafe.org under the “Things to Do” menu. If you would like to update your listing to appear as an Attraction, contact Phyllis Ortiz-Hilborn at peortiz@santafenm.gov.

Be ready for visitors planning their upcoming Santa Fe adventures. Login now to add upcoming specials, events, update photos, and freshen up your descriptions.


Google Trekker and Santa Fe highlight the outdoors



Explore 32 trails and outdoor destinations in and around Santa Fe through images captured by new Google technology—Google Trekker. Check out the new Santa Fe Google Trekker page at santafe.org/googletrekker and help us get the word out by sharing this page on your social media channels, featuring it in your newsletters and blogs, and highlighting it on your website.


Santa Fe Margarita Trail Update



More than 500 Margarita Trail Passports have been sold at the TOURISM Santa Fe Visitor Centers; 382 T-shirts have been redeemed and two people have now completed the Margarita Trailǃ Mayor Javier Gonzales was on hand to present Joe and Audrey with the final prize—the Official Margarita Trail Bartender Kit—as they earned their last stamp at Maria’s.


New Promotional Video: TOURISM Santa Fe has just released a short, promotional video highlighting the Margarita Trail. Click here to watch and shareǃ When sharing on social media, don’t forget to include #MargaritaTrail and #SantaFeNM in your posts.

Remember, to get started, trail adventurers should purchase a Passport for $3 at any TOURISM Santa Fe Visitor Center or Margarita Trail participating restaurant. Learn more by visiting santafe.org/margaritatrail


Voting is open for USA Today 10Best Reader’s Choice 2016


It’s time to flex the Santa Fe voting muscle. We have two local entries in the running in the Best Spa category so please vote daily on all devices through August 1:

Inn & Spa At Loretto
www.10best.com/awards/travel/best-hotel-spa-2016/spa-at-loretto-santa-fe/

Four Seasons Rancho Encantado
www.10best.com/awards/travel/best-hotel-spa-2016/spa-at-rancho-encantado-santa-fe/


Culture Atlas of New Mexico: Still time to submit your site



The Office of Cultural Affairs will be introducing the Cultural Atlas of New Mexico a map-based mobile application and website this summer. It will be designed to direct people to culturally significant places around the state. There is still time to submit your site at atlas.newmexicoculture.org


Vote for your favorite Santa Fe green chile cheeseburger



The 2016 Green Chile Cheeseburger Smackdown is set to take place on Friday, September 9 from 4:00 - 8:00 pm. The online voting is open now through August 17 for the 2016 Green Chile Cheeseburger Smackdown. This year there are restaurants from Albuquerque and Roswell, so come on Santa Fe and vote for one of your favorite Santa Fe restaurants. There are 15 amazing contenders this year, below are the Santa Fe contenders:

  • The Palace Restaurant & Saloon
  • Anasazi Restaurant
  • Plaza Café Southside
  • Living Room at the Inn & Spa of Loretto
  • Terra Restaurant at Rancho Encantado
  • Loyal Hound
  • Agave Lounge at the Eldorado Hotel
  • Blue Corn Brewery
  • Bang Bite Filling Station
  • Second Street Brewery at the Railyard
  • Rio Chama
  • Red Sage at Buffalo Thunder

Vote for your favorite todayǃ


You’re invited: GSFRA Restaurant Community Forum


The Greater Santa Fe Restaurant Association would like to invite you to a Community Forum on Tuesday, July 19 from 2:00 – 4:00 pm at the Inn of the Governors in the Governors Room.

Topics of Discussion:

  • The new GSFRA Official Dining Guide Format and Value. Your listing in our Official Dining Guide is worth the $150 membership dues you will be paying. You will also receive a special ad discount if you wish to advertise.
  • Additional Membership Benefits
  • What forum topics would best serve YOU, our members?
  • What times and days for our forums work best for YOU, our members?

To attend, RSVP to executive.director@gsfra.org or call 505-303-3045 by July 15.


BrandUSA Creative Ask for Santa Fe



BrandUSA is the destination marketing organization for the United States that markets to international visitors. They are launching a new brand campaign and cutting-edge consumer website and they need information on Santa Feǃ Complete their online Cities and Destinations survey by July 15 and the responses will be considered for use in the following areas:

  • Consumer marketing campaigns
  • Updating website content
  • Updating destination pages with new fields like events and must sees
  • Story ideas and social posts
  • Images and video for creative campaigns

Click here to view the content strategy presentation and to learn more about the Creative Ask.


Governor’s Commission on Disability: Free Partner Training


New Mexico Hospitality Association and TOURISM Santa Fe will be partnering with the New Mexico Governor's Commission on Disability for a FREE partner training. They will provide information on best practices and steps to follow for compliance with ADA regulations. Come learn from the experts and your fellow hospitality professionals about how you can become more accessible to visitors with disabilities. Reception will follow.

Who Should Attend: Business owner or operator in the hospitality industry.

When: Wednesday, August 3, 2016
Workshop: 1:00 - 5:00 pm
Reception: 5:00 - 6:30 pm

Where:
Hilton Historic Plaza Santa Fe
100 Sandoval St
Santa Fe, NM 87501

Please register here: newmexicohospitality.org/events/accessibility-and-hospitality-workshop-santa-fe



MARKETING INFORMATION ITEMS
 
Summer Youth Cultural Passport Program

Working with Santa Fe County

TSF Business Partner Meetings

TSF San Francisco and Boston Press Desk Sides

Santa Fe Welcome Banners

RTD Mountain Trail Route Resumes Service



Summer Youth Cultural Passport Program



The City of Santa Fe Arts Commission, in conjunction with the New Mexico Department of Cultural Affairs, has a special offer for all students this summer. The Summer Youth Cultural Passport is a downloadable booklet that features free admission to museums, free tickets for performances and other FREE happenings for kids all over Santa Fe now through September 3. Passports can be downloaded here.


Working with Santa Fe County


TOURISM Santa Fe is partnering with Santa Fe County. The projects that are being worked on are:

  • Santa Fe Guide fulfillment in support of paid media
  • Santa Fe County will be writing a monthly blog to highlight events and attractions in the county
  • Sharing social media content
  • Share the SantaFe.org website

This joint effort will increase Santa Fe’s visibility and adds to the richness of the visitor experience.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in June:

  • EdibleSantaFe
  • CineFesta Italia
  • Kiwanis Club of Santa Fe, Zozobra
  • El Palacio Summer Issue Release
  • Cowboy Boots & Cocktails Local Producers Party
  • Keep Santa Fe Beautiful
  • Lensic Performing Arts Center
  • New Mexico Cocktails & Culture
  • Lodger’s Luncheon
  • Santa Fe VIP
  • EntreFlamenco
  • Department of Cultural Affairs, Cultural Atlas of New Mexico App
  • RootRated
  • Rosewood Inn of the Anasazi
  • Museum of Indian Arts & Culture
  • Outside Bike & Brew
  • Food Network
  • New Mexico Hospitality Association
  • 50 Plus News Magazine
  • La Fonda Press FAM
  • Day of the Dead Planning Meeting



TSF San Francisco and Boston Press Desk Sides


TOURISM Santa Fe met with a combination of travel writers and publications in San Francisco on June 13—15.

  • Spud Hilton, Travel Editor, San Francisco Chronicle
  • Laura Del Rosso, Freelance Travel Writer
  • Sarah Purkrabek, AFAR Magazine
  • Jessica Fender, Freelance News and Travel Writer for The Denver Post, The Tennessean, and New Mexico Journey
  • Randy Yagi, Freelance Writer
  • Ed Walsh, Freelance LGBT Writer and Blogger for Global Travel Examiner, San Francisco Gay Travel Examiner, San Francisco Headlines Examiner
  • Emma Krasov, Travel Editor and Travel Columnist
  • Christine Wei, Freelance Travel Writer for National Geographic Traveler, TraveandLeisure.com, Elite Travelers, FATHOM, Disney’s Babble.com, New York Family and Mochi Magazine
  • Elaine Johnson, Senior Food Editor, Sunset Magazine

TOURISM Santa Fe met with a combination of travel writers and publications in Boston on June 22—27.

  • Fran Folsom , The Boston Globe, The Dallas Morning News, USA Today
  • Chris Morris, Travel Editor, The Boston Globe
  • Julie Hatfield, Examiner.com, JustLuxe
  • Paul Rubio, Contributor to Luxury, Condé Nast Traveler, Departures, Palm Beach Illustrated and Naples Illustrated
  • Sarah Hagman, Associate Editor, The Improper Bostonian



Santa Fe Welcome Banners


TOURISM Santa Fe, in partnership with Keep Santa Fe Beautiful, has completed the installation of ten banners as a way to welcome our visitors to The City Different. Each banner features on iconic Santa Fe image and can be seen at the intersection of St. Francis Drive and Cerrillos Road.


RTD Mountain Trail Route Resumes Service


The North Central Regional Transit District (NCRTD) has announced that it will resume service on its pilot RTD (“Blue Bus”) Mountain Trail route now through August 31.

The Mountain Trail route provides service from South Capitol Rail Runner Station to stops through Downtown, Fort Marcy Park and then up Hyde Park Rd. to recreational areas and businesses along NM 475 concluding at Ski Santa Fe. The service will provide two roundtrips Monday through Friday and three on the weekends. Click here for more information.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

June 2016 Performance Metrics

Visits
  • 110,173 Total Sessions (18.2% increase Y/Y)
  • 72.10% New Sessions (1.0% increase Y/Y)
  • 2.58 Pages per Session (8.7% decrease Y/Y)
  • 2:55 Average Time on Site (10.4% increase Y/Y)
  • 284,175 Total Page Views (7.9% increase Y/Y)
Visitor Gender
  • 61.2% Female
  • 38.8% Male
Visitor Age
  • 10.26% 18 - 24
  • 18.78% 25 - 34
  • 17.55% 35 - 44
  • 16.67% 45 - 54
  • 21.11% 55 - 64
  • 15.63% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: June 8, 2016
    • Number sent: 49,376
    • Number opened: 8,744
    • Open rate: 17.8%
  • TOURISM Santa Fe Marketing Report
    • Sent: June 8, 2016
    • Number sent: 1,141
    • Number opened: 411
    • Open rate: 36.0%
  • TOURISM Santa Fe Sales Report
    • Sent: June 22, 2016
    • Number sent: 1,145
    • Number opened: 383
    • Open rate: 33.4%
  • Santa Fe Deals and Specials
    • Sent: June 23, 2016
    • Number sent: 26,584
    • Number opened: 5,141
    • Open rate: 19.3%
*Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.



SOCIAL MEDIA
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
 



TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
We are now halfway into 2016 and are well on our way for a banner year in social media. Again, we see an increase in followers across our social media platforms. The Visit Santa Facebook fan base grew by 676 followers and Instagram gained 974 new followers.

Have you tried “Slideshow” on Facebook? Images and videos on Facebook can truly sum up everything in a thousand words. If you’ve taken more than five photos or videos in the last 24 hours and go to post a status, Facebook will suggest you create a slideshow. We highly encourage you use this feature to leverage your brand.

Additionally, if you have videos that you would like us to share on Visit Santa Fe’s social media channels, contact Frank Cordero at fxcordero@santafenm.gov.

As always, we encourage all of our business partners to 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
Facebook screenshot

June 2016 Performance Metrics
  • Total Page Followers: 51,373 (1.3% increase M/M)
  • People Talking About This: 8,194
  • Engagement: 22,399
    • Top Ranking Post, June: Stunning capture of yesterday’s Santa Fe Sky by Tony Abeyta
    • June 6, 2016 at 8:40 AM
    • Likes: 3,484
    • Shares: 442
    • Comments: 210
    • Reach: 66,585


Join us on Twitter Twitter
Twitter screenshot

June 2016 Performance Metrics
  • Followers: 10,858 (1.4% increase M/M)
  • Monthly Impressions: 107,400
  • Engagement: 1,097
    • Top Performing Post, June: Have A Perfect Santa Fe Summer This July (Blog)
    • June 7, 2016 at 9:45 AM
    • Impressions: 1,609
    • Favorites: 17
    • Retweets: 4
    • Total Engagements: 22


Join us on Instagram Instagram
Instagram screenshot

June 2016 Performance Metrics
  • Followers: 10,500 (10.2% increase M/M)
Top Performing Post, June: What a cloud eveningǃ Here’s one from @alphabetatone
  • 762 Likes


Join us on Pinterest Pinterest
June 2016 Performance Metrics
  • Followers: 2,145 (1.2% increase M/M)


Read the Santa Fe blog Santa Fe Blog
June Blog Posts

Have A Perfect Santa Fe Summer This July
  • Posted June 7, 2016
  • Views: 313
New Media Currents Run Deep In Santa Fe
  • Posted June 14, 2016
  • Views: 101
Take In The Sweet Summer Music In Santa Fe
  • Posted June 21, 2016
  • Views: 260
Artisan Markets In Santa Fe
  • Posted June 28, 2016
  • Views: 275
June 2016 Performance Metrics

Total Blog Views: 4,113 (15.0% increase M/M)
Average Time on June Blog Posts: 2:30 minutes


Watch us on Youtbue YouTube
June 2016 Performance Metrics
  • Subscribers: 239 (2.6% increase M/M)
  • Views: 2,163



MEDIA PLACEMENT


PRINT

Publication: 5280 Traveler
Target Markets: Denver, CO
Flight Dates: 6/1/16 - 6/30/16
Impressions: 65,000


Publication: Austin Magazine
Target Markets: Austin, TX
Flight Dates: 6/1/16 - 6/30/16
Impressions: 161,000



DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

Travel Age West e-blast
Target Markets: National w/ Western focus
Flight Dates: 6/10/16 and 6/17/16
Impressions: 5,024


Travel Pulse e-blast
Target Markets: National
Flight Dates: 6/28/16
Impressions: 3,334


Questex Travel Group e-blast
Target Markets: National
Flight Dates: 6/2/16
Impressions: 3,563


Magnetic: digital display and preroll
Target Markets: Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 6/1/16 - 6/30/16
Impressions: 933,522


TripAdvisor: mobile and digital display sponsorship
Target Markets: Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 6/1/16 - 6/30/16
Impressions: 156,740


Adara: mobile, preroll and desktop dispay
Target Markets: Austin, TX DMA
Flight Dates: 6/1/16 - 6/30/16
Impressions: 919,522


AdTheorent: mobile and preroll
Target Markets: Austin, TX DMA
Flight Dates: 6/1/16 - 6/30/16
Impressions: 1,970,458



OUT OF HOME

Wilkins:Bus Wraps
Target Markets: Austin, TX
Flight Dates: 6/1/16 - 6/30/16
Impressions: 1,575,000



SEM

Publication: Google AdWords
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 6/1/16 - 6/30/16
Impressions: 305,782 Consumer / 27,598 Austin





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
June was our second best earned media month of the year at $3,380,065, a 1,100 percent increase over June 2015, which was an unusually light month. We received coverage in top media including The New York Times, The Huffington Post, Men’s Journal and more.

Everyone is very busy with peak season, so we especially thank you for your support with visiting media and those last minute media requests for photos. Awesome as always.

Say Yes To Press, no matter how busy it gets and we will keep riding the wave.

We’d also like to remind you to KEEP VOTING too.

We have USA Today Best Hotel Spa until August 1st


and USA Today Best Train Ride until July 18


Voting gets results. We just added #4 Top City In The U.S. from Travel + Leisure World’s Best Readers’ Survey to our booming list of accolades that is quite arguably the best in the world besides our friends in Charleston.

Everyone wants to be with a winner. Vote 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
 
Business Insider lauded ELOISA as one of the Top 100 Wine Restaurants In America.


VISITING PRESS
 
Freelance writer Ellise Pierce visited Santa Fe from June 15-19 on behalf of The Fort Worth Star-Telegram. Two pieces of coverage from her visit appeared on July 6.

Dave Arnold from 50 Plus News visited from June 22 – 25

Ellis Widner from the Arkansas Democrat Gazette visited from June 17 - 19

TOURISM Santa Fe representatives spent time with journalist in town on a recent group press trip with La Fonda on the Plaza. The following media attended:
  • Freelance, Helen Anders
  • Freelance, Cathy Barber
  • iOn Oklahoma, Sandi Davis
  • Prime Living, Jess Mebane



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


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


NEWSPAPER

As a result of hosting writer Caramie Petrowsky, Tahoe Daily Tribune provided dedicated coverage of Santa Fe in an article entitled, “Travel to Santa Fe- Where to eat, sleep and explore with your family.”

The New York Times included Santa Fe in a round-up of L.G.B.T.–friendly destinations.


WEBSITES

Epicure & Culture included Santa Fe’s Yogihiker in a round-up entitled “10 Powerful Spiritual Retreats for Yoga Enthusiasts.”

Travel Rants and Raves provided dedicated coverage of the Santa Fe Summer Art Markets in an article entitled “Summer in Santa Fe.”

Honest Cooking provided dedicated coverage of Santa Fe in an article entitled “Santa Fe’s Fresh Flavorful Food Scene.”

The Huffington Post provided syndicated coverage of the Condé Nast Traveler Readers’ Choice Awards Survey entitled “The 5 best Places to Retire in the U.S.

WatchBoom.com provided syndicated coverage of Santa Fe in an article entitled “Riding the Rail Runner Express to Santa Fe.”

Thrillist included Santa Fe in round-up article entitled “22 Underrated American Places You Need to Spend More Time In.”

Santa Fe Hometown News provided dedicated coverage of the partnership between TOURISM Santa Fe and Google Trekker.

“The Magazine” included Santa Fe in a round-up entitled “Best Destinations to Visit in June.”

Refinery29 included Santa Fe in a round-up entitled “15 Affordable U.S. Cities to Add to Your Bucket List.”


MAGAZINES

Men’s Journal included Santa Fe’s El Chile Toreado in a round-up entitled “What Happens When Gourmet Chefs Rethink Hot Dogs.”

Food & Travel Magazine included Santa Fe in a round-up entitled “World Capitals in the U.S.”

Inspirato Magazine provided a dedicated feature article entitled “Blame It On The Attitude.”

Courier provided dedicated coverage of the destination in an article entitled “Discover Santa Fe.”

As a result of hosting writer Melissa McGibbon, Outdoor Sports Guide provided dedicated coverage of Santa Fe in an article entitled “Mountain Biking in Santa Fe.”

Smart Meetings provided dedicated coverage of Santa Fe in a video post entitled “Santa Fe a Popular Destination for Meeting Planners.”

As a result of Alex Jacobs attending the recent “Native Roots” press trip, Indian Country Today included Santa Fe in a feature article entitled “The 2016 Indian Country Today Media Network Native Golf Directory.”

AAA New Mexico Journey provided dedicated coverage of Santa Fe’s summer art markets in an article entitled “Market Research.”


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