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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Autumn has arrived in Santa Fe and business continues to be strong. We have experienced a good summer with June occupancy up 4.1 points, July up 5.5 points and August up 3.6 points. Average rate held at or near last year’s results so overall hotel revenues saw strong growth. This is great news for the lodging business and we hope that it translated into increased revenues for all businesses dependent on tourism. September appeared to continue the trend and we have every reason to expect October to do the same.

For those of you outside of the lodging business, please note that TOURISM Santa Fe has embarked on an exciting partnership with Denver- based firm, Destimetrics to develop the capability to measure future booked business on a rolling six month calendar. Once we have some history in our files, we will be able to forecast future business for six month periods and responsively direct marketing dollars to address potential weaknesses. This is a giant step for better understanding our business and creating a proactive means to increase our success. Eventually we will offer our industry partners daily estimates of hotel occupancy for thirty days on a weekly basis to help with staffing and other planning purposes.

We will continue to try to find new ways to increase the overall occupancy and average rate in Santa Fe and strengthen tourism as a whole.

TOURISM Santa Fe has two great employment opportunities – National Sales Manager and Convention Services Manager. If you are interested in finding out more about these positions, please give David Carr a call at 955-6206. To apply, go to the City of Santa Fe web site www.santafenm.gov. Job postings are listed under Human Resources.

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



MARKETING ACTION ITEMS
 
Add your 2017 Kids Free Spring Break Offer Today

Advertising on SantaFe.org Benefits Our City & Your Business

Be featured in a Santa Fe TripAdvisor “Collection”

Last chance to advertise in the 2017 Santa Fe Visitors Guide

Update Event Listings and Specials for the Holiday & Winter Season



Add your 2017 Kids Free Spring Break Offer Today



Now’s the time to add your 2017 Kids Free Spring Break offersǃ The promotional landing page goes live on November 1…the early bird gets the visitorǃ TSF is launching the page one month earlier than last year in order to reach families who are planning their 2017 Spring Break vacations early. Don’t miss this opportunity to promote your business—post your Kids Free Spring Break offers now and maximize your exposure. During the 2016 campaign, the offers that were posted earliest, received the most interaction with the visitor.

To add your offers, simply 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.” Please note: because the landing page does not go live until November 1, you will not immediately be able to view your post. However, you can preview the offer from your offer management page.

A few things to remember: 1) Businesses can have more than one offer 2) Offers must be valid for the entire promotion period of March 1 – April 15, 2017. To learn more, click here to view the presentation from our kickoff meeting.

Thank you for your support. We look forward to another successful Kids Free Spring Break promotionǃ


Advertising on SantaFe.org Benefits Our City & Your Business






Be featured in a Santa Fe TripAdvisor “Collection”



As part of the FY17 paid media plan, TOURISM Santa Fe has purchased a Premium Destination Partnership page on TripAdvisor. The new, expanded page gives Santa Fe enhanced visibility and the opportunity for TSF to provide custom, curated content to travelers through a new feature called “Collections.” The Collections are a great way to provide travelers with a curated list of things to do in Santa Fe around a theme of our choice.

Each Collection can contain up to 10 points of interest including restaurants, attractions, accommodations and more. In order to be considered, your business must have a free listing on TripAdvisor and have client reviews that put you in the top ten of the category. To list your business, visit www.tripadvisor.com/GetListedNew. If you are listed check to see what visitors are saying about you.

Be on the lookout later this month for Santa Fe’s enhanced TripAdvisor page.


Last chance to advertise in the 2017 Santa Fe Visitors Guide



The deadline to reserve your advertising space in the 2017 Santa Fe Visitors Guide is this week. Did you know that, according the Visitor Study, 72% of visitors to Santa Fe used the Visitors Guide for decision making when planning their trips? Now is the opportunity to get the word out about your business to potential visitors. For more information on rates and availability, contact Bruce Adams at badams@santafean.com or (505) 983-1444 or visit santafe.org/advertise.


Update Event Listings and Specials for the Holiday & Winter Season


The holiday and winter travel season will be here before you know it. Be sure to get your holiday and winter events, along with any promotions on the santafe.org calendar and Deals & Special page. Now’s the time to reach visitors who are already planning their winter trips to Santa Fe. Login now to get started.



MARKETING INFORMATION ITEMS
 
Relaunch of JackRabbit Systems Book>Direct

New Webinars from NM Hospitality Association

Santa Fe Accolades

TSF Business Partner Meetings

Santa Fe Margarita Trail Update

Governor’s Press Conference on Economic Impact



Relaunch of JackRabbit Systems Book>Direct



TOURISM Santa Fe is excited to relaunch the JackRabbit Systems Book>Direct system, as we reposition JackRabbit’s booking solution for ideal results. This exciting booking solution allows visitors of SantaFe.org to search lodging by travel dates, immediately view the lowest available rates and availability, refine the lodging list using easy-to-use sorting and filtering mechanisms, and finally, book directly through the lodging properties.

When JackRabbit Systems was originally introduced in January 2009, it had a broad participation and generated an estimated 17,429 reservations and through 384,742 referrals from 2009-2012. Today this would represent over $750,000 in annual hotel volume. With this partnership we want to rejuvenate this level of success to the benefit of our hotel partners at a very low cost to participate.

The booking solution will run through January 31 free of charge to all lodging participantsǃ Starting in February, we will ask for an annual flat fee for continued participation in the program. The flat fee will be determined by the number of referrals received as a whole during our 90-day free trial.

All Lodging Partner have been contacted via email with information on how to participate. To learn more, click here.


New Webinars from NM Hospitality Association



The NMHA has just announced their new webinar series, HATedu. The webinars are FREE to NMHA members and only $45 for non-members. Topics include: “Managing Your Online Reputation” and “Avoiding the Pitfalls of Conducting Market and Visitor Surveys In-House.” For more information, visit newmexicohospitality.org/events.


Santa Fe Accolades



Conde Nast Traveler 2016 World’s Best Awards has named Santa Fe the #5 Best Shopping City In The World, ahead of Paris, Florence, London and Tokyo. Sunset Magazine and Travel + Leisure also ranked Santa Fe in the Top 10 shopping destinations in the U.S. Other recent accolades to note:
Help us get the word out about Santa Feǃ Be sure to share these accolades on your social media channels, websites and newsletters.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in September:
  • North Central Region Tourism Board
  • Edible, Green Chile Cheeseburger Smackdown
  • Museum of International Folk Art
  • Santa Fe Chamber of Commerce
  • Santa Fe Lodgers Association
  • JLH Media
  • Greater Santa Fe Restaurant Association
  • Jackrabbit
  • Ski Santa Fe, Worldwide Instameet
  • Rosewood Inn of The Anasazi
  • Skylight
  • Drury Plaza Hotel
  • Heritage Hotels



Santa Fe Margarita Trail Update



Trailblazers continue to follow the Trail in pursuit of great margaritas and prizesǃ To date, 1180 Passports have been sold to Margarita Trail establishments; 772 Passports have been sold at the TSF Visitor Centers; 704 t-shirts have been redeemed; 35 Passport holders have earned 20 stamps and a copy of The Great Margarita Book; and 14 people have completed the entire Trailǃ

Check out the Margarita Trail playlist on the Visit Santa Fe YouTube channel, featuring our bartender series and a short promotional video. More information on the Margarita Trail can be found at santafe.org/margaritatrail.


Governor’s Press Conference on Economic Impact


Join Governor Martinez and Secretary Latham on Thursday, October 13 at 11:00 am at Fuller Lodge in Los Alamos as they discuss the economic impact of tourism in north central New Mexico. RSVP to Martin.Leger@state.nm.us.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

September 2016 Performance Metrics

Visits
  • Total Sessions 141,359 (35.4% increase Y/Y)
  • Unique Users 115,160 (35.8% increase Y/Y)
  • Pages per Session 2.04 (19.7% decrease Y/Y)
  • Average Time on Site 1:59 (28.2% decrease Y/Y)
  • Conversion Rate 7.99% (35.4% decrease Y/Y)
Visitor Gender
  • 59.6% Female
  • 40.4% Male
Visitor Age
  • 9.22% 18 - 24
  • 17.56% 25 - 34
  • 16.23% 35 - 44
  • 16.50% 45 - 54
  • 22.85% 55 - 64
  • 17.65% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: September 7, 2016
    • Number sent: 48,929
    • Number opened: 7,847
    • Open rate: 16.04%
  • TOURISM Santa Fe Marketing Report
    • Sent: September 14, 2016
    • Number sent: 1,159
    • Number opened: 332
    • Open rate: 28.65%
  • Santa Fe Deals and Specials
    • Sent: September 22, 2016
    • Number sent: 27,014
    • Number opened: 4,590
    • Open rate: 16.99%
  • TOURISM Santa Fe Sales Report
    • Sent: September 28, 2016
    • Number sent: 1,158
    • Number opened: 322
    • Open rate: 27.81%
*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
 
Have you considered adding Instagram to your social media strategy? Utilizing this social media tool can help increase your social reach by tapping into an undiscovered demographic. It can deliver high levels of engagement and lets you interact with your customers on a different and meaningful level.

A picture is worth of thousand words. Do you have a new menu item you’d like to showcase or a spectacular sunset view? Post these types of engaging photos highlighting all your business has to offer. Add Instagram to your social marketing strategy and watch your followers growǃ

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

September 2016 Performance Metrics
  • Total Page Followers: 53,327 (1.2% increase M/M)
  • People Talking About This: 16,127 (47.8% increase M/M)
  • Engagement: 69,210 (47.8% increase M/M)
    • Top Ranking Post, September: The Burning of Zozobra 2016 (video)
    • September 2, 2016 at 11:20 PM
    • Likes: 6,475
    • Shares: 5,389
    • Comments: 1,282
    • Reach: 181,069


Join us on Twitter Twitter
Twitter screenshot

September 2016 Performance Metrics
  • Followers: 11,354 (1.2% increase M/M)
  • Monthly Impressions: 116,800 (16.4% decrease M/M)
  • Engagement: 1,554 (2.3% increase M/M)
    • Top Performing Tweet, September: The 10 Best US Cities for foodies, according to travelers.
    • September 7, 2016 at 7:01 PM
    • Impressions: 2,138
    • Favorites: 19
    • Retweets: 12
    • Total Engagements: 53


Join us on Instagram Instagram
Instagram screenshot

September 2016 Performance Metrics
  • Followers: 12,400 (5.9% increase M/M)
  • Top Performing Post, September: #Repost @hexenkult I’m at the burning of Zozobra in Santa Fe…
    • 766 Likes


Join us on Pinterest Pinterest
September 2016 Performance Metrics
  • Followers: 2,229 (1.3% increase M/M)


Read the Santa Fe blog Santa Fe Blog
September Blog Posts

Five Santa Fe October Events You Shouldn’t Miss
  • Posted September 6, 2016
  • Views: 1,699
Feast for the Senses
  • Posted September 13, 2016
  • Views: 206
An Insider’s Guide to Walking Ancient Paths and Rock Art
  • Posted September 20, 2016
  • Views: 182
You Can’t See All of Santa Fe In Three Days
  • Posted September 27, 2016
  • Views: 155
September 2016 Performance Metrics

Total Blog Views: 7,154 (131% increase M/M)
Average Time on September Blog Posts: 2:42 minutes


Watch us on Youtbue YouTube
September 2016 Performance Metrics
  • Subscribers: 275 (4.9% increase M/M)
  • Views: 9,010 (111.4% increase M/M)



MEDIA PLACEMENT


PRINT

Publication: Phoenix Magazine
Target Markets: Phoenix, AZ
Flight Dates: 9/1/16 - 9/30/16
Impressions: 78,000
Digital Impressions: 84,643



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: 9/1/16 - 9/30/16
Impressions: 785,981


AdTheorent: RM Mobile
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/16 - 9/30/16
Impressions: 5,187,820


Amobee: Contextual Desktop and Mobile
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/16 - 9/30/16
Impressions: 4,369,683


Magnetic: Search Retargeting
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/16 - 9/30/16
Impressions: 1,430,593


Sharethrough: Native Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/16 - 9/30/16
Impressions: 1,131,901


Tremor: Pre-Roll Video
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/16 - 9/30/16
Impressions: 426,842


TripAdvisor: Sponsorship and Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/16 - 9/30/16
Impressions: 228,995



SEM

Publication: Google AdWords
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/16 - 9/30/16
Impressions: Consumer 402,506 & MICE 42,357





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
Santa Fe finished the third quarter with yet another bang of $2.7 Million in earned media, an increase of seven percent over last September’s strong figure. Numbers never tell the quality story though, and you can read samples of the city’s coverage below, including highly positive pieces from USA Today, U.S. News & World Report, The Sydney Morning Herald, The Sacramento Bee, Gayot, Yahooǃ, Sherman’s Travel, About.com, Upscale, AAA New Mexico Journey and more.

We also enjoyed broadcast coverage on some big radio stations and hosted our edition of City Hall Live with a VIP roster of guests and two new Santa Fe Margarita Trail videos.

As you’ll also see below we hosted some new VIP media and are looking forward to more great coverage soon. In fact, just two business days into October and we are off to a rip roaring start having very nearly equaled the entire total for September.

In the accolades department, Conde Nast Traveler 2016 World’s Best Awards has named Santa Fe the #5 Best Shopping City In The World, ahead of Paris, Florence, London and Tokyo. This goes along with a slew of recent #1 in the U.S. shopping awards.

The world clearly knows if you want the best, you come to Santa Fe.

The news is all good, but we can never take anything for granted. Every destination in the world is fighting for the same media coverage and the same visitors every hour of every day. We must keep voting, keep saying yes to press, and keep responding to PR hot tips every time to realize our goals and win.


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
 
September 2016
  • Pitches: 25 (48% decrease Y/Y)
  • Press Releases: 2 (33% decrease Y/Y)
  • Media Visits: 12 (40% decrease Y/Y)
  • Press Contacts: 142 (28% increase Y/Y)
  • Earned Media: $2,719,730 (7% increase Y/Y)



RECENT ACCOLADES
 
Conde Nast Traveler World’s Best Awards named Santa Fe the #5 Best Shopping City in The World.

CollegeRank ranked Santa Fe among the “Best Small College Towns in America.”

U.S. Census Bureau rated Santa Fe #15 in the country and #1 in New Mexico for startups.


VISITING PRESS
 
Scripps Food Network Digital VP Angela Moore and husband Arthur Bovino of Mouth.com visited Santa Fe from September 8-11 and served as guest judges at the annual Green Chile Cheeseburger Smackdown.

Representatives from TOURISM Santa Fe met with media on a group press trip coordinated by Hyatt Regency Tamaya Resort & Spa on September 14. The group included:
  • Curve Magazine, Merryn Johns
  • About.com/Budget Savvy Bride, Jessica Lehry Bishop
  • Dallas Voice, Arnold Wayne Jones
  • Bay Area Reporter & Outward Magazine, Ed Walsh
  • Huffington Post & Brides Magazine, Sandra Nelson Malone & William Henry Malone
Departures Editor-in-Chief Richard Story visited Santa Fe from September 22-26.

Jessica and Laurence Norah of Finding The Universe and Independent Travel Cats were in Santa Fe from September 28 to October 2.

Freelancer Ann Cochran was in Santa Fe researching stories from September 29 to October 3.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


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


NEWSPAPER

Australian publication The Sydney Morning Herald Traveller included Santa Fe in a round-up article entitled “Cities with altitude - The world’s best cities on mountains.”

USA Today included the Santa Fe School of Cooking in a round-up article of “The Ultimate Urban Food Tours in Delicious Destinations.”

USA Today included the Santa Fe School of Cooking in a round-up article of “Last minute food and beverage subscriptions.”

The Sacramento Bee included Santa Fe’s museums and Native American culture in a destination-focused round-up entitled, “Travel Trending with Kathy Witt - Recharge with a mega micro vacation.”

Coverage was syndicated to the following outlets:
  • The Bellingham Herald
  • BOOMǃ
  • Toshiba TV (Website)
  • Wowǃ (Website)
  • Mature Focus
  • 50+ Living (Website)
As a result of contributor Alex Jacobs attending the March 2016 “Native Roots” group press trip, Indian Country Today provided feature coverage of Santa Fe in an article entitled “Santa Fe Food Conference and Cookbook To Celebrate ‘What Our Ancestors Ate.”


WEBSITES

Travel Writer Rants and Raves provided dedicated coverage of the new airlift between Phoenix Sky Harbor International Airport and Santa Fe Airport.

City guide website Gayot included the Santa Fe Wine & Chile Fiesta in a round-up article of September events.

USA Today 10Best included Santa Fe’s El Rey Inn as a Readers’ Choice 2016 survey nominee for “Best Hotel Under $150” category.

U.S. News & World Report included Santa Fe in a destination round-up article entitled “10 Places to See Golden Aspens This Fall.”

Coverage was syndicated to:
Trade outlet ETB Travel news provided dedicated coverage of the new airlift between Phoenix Sky Harbor International Airport and Santa Fe Airport.

Garden Destinations produced dedicated coverage of the Santa Fe Botanical Garden in an article entitled “A Visit to the Santa Fe Botanical Garden.”

Sherman’s Travel Blog provided dedicated coverage of Santa Fe Fiesta in an article entitled “On The Ground at The Santa Fe Fiesta.” Writer Alex Pecci attended the September 2015 “Living History” group press trip.

About.com provided dedicated coverage of Santa Fe property The Inn of The Five Graces in the website’s luxury travel section.


MAGAZINES

As a result of Sheryl Nance-Nash visiting Santa Fe, Upscale Magazine provided dedicated coverage of the International Folk Art Market in the outlet’s September issue.

Albuquerque The Magazine provided dedicated coverage of Santa Fe in an article “The Albuquerquean’s Guide to Santa Fe” in the outlet’s September issue. Representatives from TOURISM Santa Fe provided the outlet with suggestions and are quoted throughout the article.

New Mexico Journey provided dedicated coverage of Meow Wolf and the House of Eternal Return in the outlet’s September issue.

Private Clubs included the New Mexico History Museum’s “Lowriders Exhibit” in a round-up article entitled “More Need-To-Know Travel Tidbits” in the outlet’s September issue.

Military Officers Association of America included several Santa Fe properties in a round-up article of “Southwest destinations with military discounts.”

As a result of TOURISM Santa Fe hosting the SATW Western Chapter conference, Pique Magazine provided dedicated coverage of Santa Fe in an article entitled “Santa Fe Sampler.”


BROADCAST

TOURISM Santa Fe’s John Feins and David Eichholz of the David Richard Gallery appeared on Weekly Edition with KKOB News Director Pat Allen to discuss The Santa Fe Art Project, Santa Fe tourism and other upcoming Santa Fe autumn events. The program aired on seven stations with broadcast coverage throughout the entire southwest.

TOURISM Santa Fe’s John Feins discussed Santa Fe tourism and upcoming autumn events on KSWV in Santa Fe.


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