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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Last year we considered putting together a coupon offering for meeting attendees coming to Santa Fe. We are often asked to provide bags and guides in addition to a welcome gift so the idea of a coupon book, offering discounts to attendees seemed like a logical step. With that in mind, we have adapted the program to simplify the process and reduce the cost for business partners. No more couponsǃ We hear from businesses the need to increase the number of visitors coming through their doors. With that goal in mind we hope that more than a few will be interested in offering a discount to the thousands of meeting participants coming to Santa Fe annually, at no additional cost beyond the actual offer.

The new program will include a Santa Fe Value Card and a brochure listing the participating businesses. The business will need to offer a minimum of 15% discount or a fixed offer of value. As stated, there is no participation fee beyond the offer, just a commitment to maintain the discount/offer for 1 year. We will print a program brochure and provide the Santa Fe Value Cards to meeting planners and attendees. Tourism related businesses of all types, including restaurants, retail, galleries, attractions and activities should consider this new and unique opportunity to attract Santa Fe meeting attendees.

We can also consider offering the Santa Fe Value Cards to individual traveler if our business partners want us to move in the direction. But let’s first test the success of the program with our meeting attendees.

If you are interested in participating, please contact Phyllis Ortiz-Hilborn at peortiz@santafenm.gov by Friday, June 17, 2016.


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



MARKETING ACTION ITEMS
 
Be in the know: What’s new in Santa Fe this summer

Culture Atlas of New Mexico: Submit Your Site




Be in the know: What’s new in Santa Fe this summer




As the summer travel season is quickly approaching, be in the know with what’s new this summer.

Santa Fe Margarita Trail: The Margarita Trail features 31 specialty-crafted margaritas in and around Santa Fe. To get started, trail adventures should purchase a Passport for $3 at any TOURISM Santa Fe Visitor Center or Margarita Trail participating restaurant.

To date we have sold more than 300 Passports from the Visitor Centers and 173 t-shirts have been redeemed by Passport holders. In addition, many of our participating businesses are ordering extra passports.

Meow Wolf: Meow Wolf opened in February with national and regional rave reviews. Please get out and see and experience this amazing Santa Fe art attraction. At this time there have been over 100,000 visits. In addition, there is a growing number of food trucks that are providing an eclectic variety of treats.

To support this amazing opportunity Custom Tours By Clarice is providing free transportation on the weekends from numerous hotels in the Downtown area. This service began on May 27, 2016, with free shuttle from the downtown hotels to the newest, exciting attraction in Santa Fe: Meow Wolf. Initially, they will pick up at the Eldorado; downtown Hilton; La Fonda; Drury; and the Hotel Santa Fe. Shuttle service is free for the passengers.

The pickup times at the downtown hotels will be: 10 am; 12 pm; 2 pm; and 4 pm each Friday, Saturday, and Sunday throughout the entire tourist season. Returns back to their hotels from Meow Wolf will be at: 10:30 am; 12:30 pm; 2:30 pm; and 4:30 pm. Transportation will use one or more of open-air trams for this shuttle, and the designed route eliminates using Cerrillos Road where the construction is currently taking place. Each shuttle will take approximately 20 minutes, with about 10 minutes to pick up the passengers at the various downtown hotels. In addition, potential passengers can use the city bus line, i.e., Santa Fe Trails, when their trams are full. Your hotel guests would be able to take the local Route #2 bus to get to Meow Wolf, getting off at the Calle del Cielo bus stop.

New Mexico History Museum Lowriders: Be sure your visitors know about the new and widely popular Lowriders, Hoppers, and Hot Rods exhibit at the New Mexico History Museum. The exhibit focuses on mobile works of art and their makers—home-grown Nuevomexicanos who customize, detail, paint and upholster these favorite symbols of Hispanic culture. A must seeǃ

Remember to order your 2016 Santa Fe Visitor Guides. This is a great resource for visitors and staff. Have guides available for the summer travel season—click here to order copies for your business today.


Culture Atlas of New Mexico: 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. NOW is your opportunity to submit your site at atlas.newmexicoculture.org.

Suggest a Site: Tell them about your favorite places in New Mexico. Not all suggested sites will be included in the Cultural Atlas, but they will be reviewing submissions regularly up to the project launch in summer 2016. When you submit a site for inclusion, be sure to include your contact information to confirm details.

What to Suggest
Museums
Historic sites
Natural places
Parks and Monuments
Public artworks
Landmarks
Major events
Cultural landscapes
Historic markers
... any place that's worth telling someone about or worth visiting yourself.

Some Considerations: Sites in the Cultural Atlas must allow public access or be visible from a public place. They also must have a permanent location (though, in the case of events, may not be accessible at all times). Additionally, they must be recognized by at least one source—such as a registry, guidebook, or encyclopedia—as having cultural significance.



MARKETING INFORMATION ITEMS
 
Austin, TX Summer Ad Campaign

TSF Business Partner Meetings

TSF New York Press Desk Sides

BrandUSA MegaFam

Santa Fe Welcome Banners

Welcome New Tribal Liaison to TOURISM Santa Fe

Press trip to San Francisco

City Traffic Advisory



Austin, TX Summer Ad Campaign




TOURISM Santa Fe has launched a summer paid media campaign in a new market—Austin, Texas. The advertising is in flight for 8 weeks from May 30-July 24, 2016. The media plan will generate a high level of awareness for Santa Fe though the placement of bus wraps, print advertising in Austin Monthly, and a highly-targeted digital campaign utilizing mobile banners, digital ads and SEM.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in May:
  • Creative Santa Fe
  • Hospitality Meeting
  • Allegiant Air
  • Keep Santa Fe Beautiful
  • Betsy Ehrenberg
  • Poster Boyz
  • Canyon Road Art Walks and Artist Slow Draw
  • Wilford Gallery & Sculpture Garden
  • Donna Olmstead, Albuquerque Journal
  • Santa Fe Community Day
  • Bienvenidos Booth Opening
  • International Folk Art Alliance
  • HIPICO Sponsor Event
  • Santa Fe Hilton
  • Outside Bike & Brew
  • New Mexico Tourism Department Meeting
  • New Mexico Magazine
  • Zozobra (Art Selection Committee)



TSF New York Press Desk Sides


TOURISM Santa Fe met with a combination of travel writers and publications in New York on May 9 – May 12.
  • Lawrence Weibman, Chew
  • Laurie Werner (Freelance), Forbes
  • Devon Baverman, Good Housekeeping
  • Alyson Krueger (Freelance), The New York Times; Forbes
  • Christina Pellegino, (Freelance) Wine Enthusiast
  • Erin Hartigan, Food Network (Digital)
  • Adeline Duff, Travel + Leisure
  • Alex Postman, Conde Nast Traveler
  • Alyssa Holder, Honest Cooking
  • Zach Kussin, New York Post
  • Hillary Richard (Freelance), The New York Times; AFAR



BrandUSA MegaFam


TOURISM Santa Fe hosted 18 high-producing British travel agents with BrandUSA on May 16-17. During their two day stay in Santa Fe they visited The Plaza, along with several hotels and restaurants. They were given a New Mexico Culture Pass and during their free time enjoyed museums and historic sites.


Santa Fe Welcome Banners


TOURISM Santa Fe, in partnership with Keep Santa Fe Beautiful, will be displaying banners as a way to welcome our visitors to The City Different. In the next two months, be on the lookout for 10 banners featuring iconic Santa Fe images.


Welcome New Tribal Liaison to TOURISM Santa Fe




TOURISM Santa Fe welcomes Rima Krisst to the team as Tribal Liaison. The role of Tribal Liaison was created with the purpose of expanding communications, co-marketing opportunities, and information-sharing between TOURISM Santa Fe and tribes, particularly within close proximity. It is expected that productive City-Tribal relations will lead to additional opportunities for collaboration and mutually beneficial tourism development, as well as offer visitors to Santa Fe new opportunities for experiencing Native culture and history.

Rima has worked with tribal communities in New Mexico for over a decade in the areas of communications, PR, community outreach, and marketing. Her work experience includes the New Mexico Indian Affairs Department, the Eight Northern Indian Pueblos Council, Santa Fe Indian Market, and the Santa Fe 400th Anniversary. She is an avid photographer and a contributor to several tribal archives. Rima has traveled the Southwest extensively and attends seasonal tribal activities regularly.

Ms. Krisst has a Bachelor Degree in Finance and Business Administration from the University of Connecticut and is a graduate of the Santa Fe Community College Film Technicians Program.

Join us in welcoming her to the team. Rima can be reached at rkrisst@santafenm.gov.


Press trip to San Francisco


TOURISM Santa Fe officials will be in San Francisco from June 13 – 15 for press desk sides. We will be meeting with writers from the San Francisco Chronicle and AFAR, among other publications.


City Traffic Advisory


As you are sending visitors out to explore the city, be sure to advise them of the Cerrillos Road construction and how it may impact traffic. Osage Avenue will be closed between June 1 – 17 on a 24-hour per day, 7-day a week schedule. Only through traffic on Cerrillos Road will be allowed southbound. Traffic wanting to access St. Michaels Drive from southbound Cerrillos Road will be detoured through via 2nd Street and Calle Lorca to St. Michaels Drive. Pedestrians will be provided a detour to negotiate this area during the closure and will continue to be detoured to the southside of Cerrillos Road at Lujan Street and Camino Carlos Rey.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

May 2016 Performance Metrics

Visits
  • 102,873 Total Sessions (13.9% increase Y/Y)
  • 72.84% New Sessions (2.7% increase Y/Y)
  • 2.65 Pages per Session (7.9% decrease Y/Y)
  • 2:58 Average Time on Site (11% increase Y/Y)
  • 272,235 Total Page Views (4.9% increase Y/Y)
Visitor Gender
  • 60.8% Female
  • 39.2% Male
Visitor Age
  • 7.57% 18 - 24
  • 18.73% 25 - 34
  • 16.30% 35 - 44
  • 16.86% 45 - 54
  • 22.60% 55 - 64
  • 17.92% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: May 3, 2016
    • Number sent: 48,449
    • Number opened: 8,506
    • Open rate: 17.64%
  • Share Your Opinion of Santa Fe
    • Sent: May 3, 2016
    • Number sent: 65,344
    • Number opened: 12,187
    • Open rate: 18.65%
  • TOURISM Santa Fe Marketing Report
    • Sent: May 12, 2016
    • Number sent: 1,110
    • Number opened: 310
    • Open rate: 27.93%
  • Summer Different in Santa Fe
    • Sent: May 16, 2016
    • Number sent: 25,281
    • Number opened: 5401
    • Open rate: 21.36%
  • Santa Fe Deals and Specials
    • Sent: April 21, 2016
    • Number sent: 25,228
    • Number opened: 5,073
    • Open rate: 20.11%
  • TOURISM Santa Fe Sales Report
    • Sent: April 27, 2016
    • Number sent: 1,111
    • Number opened: 365
    • Open rate: 34.85%
  • Final Days: Share Your Opinion of Santa Fe
    • Sent: May 3, 2016
    • Number sent: 64,876
    • Number opened: 11,617
    • Open rate: 17.93%
*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
 
As summer approaches, we are happy to report that May was yet another fantastic month for social media. By viewing our May metrics you will notice that there has been a significant increase in followers, reach and engagement across all of our social media platforms.

The Visit Santa Facebook fan base grew by 991 followers and Instagram gained 819 new followers. Our largest reach in May was the “Santa Fe Is 2nd Best Place to Retire” post – reaching 77,732 social media users.

Be sure 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

May 2016 Performance Metrics
  • Total Page Likes: 50,697 (2% increase M/M)
  • People Talking About This: 18,575
  • Engagement: 110,613
Top Ranking Post: Santa Fe is the 2nd Best Place to Retire in the U.S.ǃ - May 25, 2016 at 3:47 PM
  • Likes: 2,306
  • Shares: 470
  • Comments: 369
  • Reach: 77,732


Join us on Twitter Twitter
Twitter screenshot

May 2016 Performance Metrics
  • Followers: 10,711 (2% increase M/M)
  • Monthly Impressions: 203,900
  • Engagement: 2,075
Top Performing Post: It's National Wine Dayǃ Are you going to the Santa Fe Wine and Chile Fiesta from September 21-25 - May 25, 2016 at 12:35 PM
  • Impressions: 2,871
  • Favorites: 16
  • Retweets: 12
  • Total Engagements: 39


Join us on Instagram Instagram
Instagram screenshot

May 2016 Performance Metrics
  • Followers: 9,526 (9.4% increase M/M)
Top Performing Post, May: Michael Vacarro Photo of Georgia O'Keeffe
  • 393 Likes


Join us on Pinterest Pinterest
May 2016 Performance Metrics
  • Followers: 2,119 (1.4% increase M/M)


Read the Santa Fe blog Santa Fe Blog
May Blog Posts

Eight Reasons to Kick Off A Summer Vacation in Santa Fe
  • Posted May 3, 2016
  • Views: 321
Bienvenidos to The Santa Fe Margarita Trail
  • Posted May 10, 2016
  • Views: 398
Celebrate Dad In Santa Fe This Father’s Dayǃ
  • Posted May 17, 2016
  • Views: 157
Join the Partyǃ Celebrate Anniversaries In Santa Feǃ
  • Posted May 24, 2016
  • Views: 88
Ready For A Fun Filled Santa Fe Fourth Of July Weekend?
  • Posted May 31, 2016
  • Views: 71
May 2016 Performance Metrics

Total Blog Views: 3,498 (13.95% increase M/M)
Average Time on May Blog Posts: 2:32 minutes


Watch us on Youtbue YouTube
May 2016 Performance Metrics
  • Subscribers: 233 (6.3% increase M/M)
  • Views: 2,130



MEDIA PLACEMENT


Digital


PRINT
Target Markets:
  • Drive (Phoenix, Colorado Springs, Amarillo, Lubbock, El Paso)
  • Fly (New York City, Los Angeles, Chicago, Houston, Austin, Seattle, San Francisco)
Flight Dates: May 1 - May 32, 2016
Publication: New York Times T:Travel


DISPLAY
Target Markets:
  • Drive (Phoenix, Colorado Springs, Amarillo, Lubbock, El Paso)
  • Fly (New York City, Los Angeles, Chicago, Houston, Austin, Seattle, San Francisco)
Flight Dates: May 1 - May 31, 2016

Magnetic

PRE-ROLL VIDEO and MOBILE
Target Markets:
  • Drive (Phoenix, Colorado Springs, Amarillo, Lubbock, El Paso)
  • Fly (New York City, Los Angeles, Chicago, Houston, Austin, Seattle, San Francisco)
Flight Dates: May 1 - May 31, 2016

SpotXchange

Quantcast

SEM (CONSUMER)
Target Markets:
  • National
Flight Dates: May 1 - May 31, 2016

MICE
Target Markets:
  • National Subscribers
Flight Dates: May 18, 2016 and May 31, 2016
Publication: TravelPulse eblasts





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
May was an extremely strong with month with over $2.5 M in earned media, five times the amount in April, and included strong and diverse coverage in drive and fly markets as well as nationally notable outlets. We also hosted an adventurous and successful Native Roots press tour, the Brand USA Megafam of 18 top-achieving British travel agents who found Santa Fe a true highlight of their two-state whirlwind tour, and a TOURISM Santa Fe edition of the City Hall Live cable access program among many other activities.

As we head into peak season, a reminder that we need your autumn news, photographs and updates well in advance for pitching. Never too soon to get us your holiday news and even big 2017 stories and anniversaries as well. Early bird gets the worm.

Here’s just some of the media we earned in May. Don’t let the media outlet be the decider of who gets to read these gems. Please select a few favorites to use in social media, customer newsletters and more. Let the world know about 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


USA Today 10Best named two Santa Fe-area restaurants as having among the 10 best green chile cheeseburgers in the state.

The article was syndicated to:

Conde Nast Traveler named Santa Fe as the #2 Best U.S. Cities for Retirement in the Readers’ Choice Awards.

Santa Fe ranked #3 overall in the Travel + Leisure “America’s Favorite Towns” Readers’ Survey.

Santa Fe ranked #14 overall in the Travel + Leisure “America’s Best Cities for Summer Travel” Readers’ Survey.


VISITING PRESS
 
TOURISM Santa Fe conducted a group press tour with a “Native Roots Of Santa Fe” theme from May 19-23. The following media attended:
  • Toronto Star, Jen Allford
  • The Noise, Nikki Charnstrom
  • Indian Country Today, Alex Jacobs
  • Bleu Magazine, De’Von Johnson
  • LAX Magazine, Siobhan Higgins
  • Freelance, Cathy Barber

As always tourism community partners stepped up in a phenomenal way, providing our guests with rare insights and experiences to over 13,000 years of local indigenous narrative, culture, history, art, cuisine, and more. One reporter has already called the tour “life-changing.” Thank you for helping us to raise the profile of this essential, core part of the Santa Fe story.

Austrian filmmaker Katalin Hanappi visited Santa Fe on May 5 for research on an upcoming documentary.

Freelance writer Jay Jones visited Santa Fe from May 24-26 reporting for The Chicago Tribune and Los Angeles Times.

Amy Drohen visiting over Memorial Day Weekend reporting for The Austin Food Chronicle.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


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

NEWSPAPER

The Dallas Morning News published an article on their photography blog entitled “Focus on photography at PhotoSummer 2016 in Santa Fe and Albuquerque.”

USA Today included Santa Fe’s Canyon Road in a round-up of “Seven City Streets Worth a Trip on Their Own.”

The article was syndicated to:
  • The El Paso Times, Wn.com, Global News Magazine, Headlines News24.com, KHOU, News Nation Times, Scoopnest, Trending News Bulletin, WCSH Portland, and World Page

USA Today included Santa Fe in an article titled, “Mother-daughter getaways recommended by Samantha Brown,” highlighting the Georgia O’Keeffe Museum.

USA Today 10Best named two Santa Fe-area restaurants as having among the 10 best green chile cheeseburgers in the state.

USA Today posted coverage of their “Best Small College Towns” Readers’ Choice Awards, in which Santa Fe ranked #8.

USA Today included Santa Fe in a round-up entitled “The ultimate urban food tours in delicious destinations.”

WEBSITES

As a result of TOURISM Santa Fe hosting Mariève Inoue on the September 2015 “Living History” press trip, Divine.ca provided dedicated coverage of Santa Fe in an article entitled “Santa Fe in Full Colour.”

Inoue also posted an image library of Santa Fe on the blog Bijou Magazine.

Examiner.com provided dedicated coverage of Santa Fe’s Margarita Trail opening.

Examiner.com provided dedicated coverage of Santa Fe’s Lowrider Summer.

As a result of TOURISM Santa Fe hosting the SATW Western Chapter Conference, The Huffington Post posted a feature article entitled “Riding the Rail Runner Express to Santa Fe.”

As a result of hosting Alex Jacobs on the May 2016 “Native Roots” press tour, Indian Country Today provided dedicated coverage of the Native Treasures Indian Arts Festival.

Men’s Fitness included Santa Fe’s Hotel St. Francis in a round-up of “Sexy Vacation Ideas.”

MentalFloss.com included the new Margarita Trail in a round-up of “8 Unexpected Food and Beverage Trails Around the World.”

Orbitz Travel Blog included Santa Fe in a round-up entitled “10 Best Girls’ Getaways.”

Refinery29 included Santa Fe in a round-up entitled “29 Affordable Trips To Take This Summer.”

TravelPulse posted a dedicated feature about Santa Fe’s Lowrider Summer entitled “5 Ways to See Santa Fe’s Unique Culture on Display This Summer.”

U.S. News Travel included Santa Fe’s Sunrise Springs in a round-up entitled “10 Top Wellness Retreats Around the Globe.”

MAGAZINES

Money Magazine included Santa Fe in an article entitled, “Best in Travel 2016” in the April 2016 print issue.

As a result of TOURISM Santa Fe hosting Alex Schechter in September 2015, Monocle published a dedicated feature article on Santa Fe’s Railyard District in the May 2016 issue.

As a result of TOURISM Santa Fe hosting Jerry Dunn in the destination, the Montecito Journal included a dedicated a feature article on Santa Fe entitled “Magical Art & Mobile Margaritas in New Mexico” in their May 19 issue.

As a result of hosting Greg Garry on the February 2016 Ski Santa Fe press tour, Out Magazine published a feature story entitled “Why You Should Slip Away to Santa Fe.”

Travel + Leisure included Santa Fe in a round-up entitled “The Best Places to Travel in October.”

Cigar Aficionado mentioned the Santa Fe Margarita Trail in an online article promoting Cinco de Mayo Cocktails.


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