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TOURISM Santa Fe September 2017
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Santa Fe is the recipient of the 2017 National Geographic Legacy Award for “Sense of Place”. The readers of Travel & Leisure Magazine recently voted Santa Fe the #2 city destination in the USA and the #11 best city in the world. Such outstanding recognition of Santa Fe’s stature in the tourism industryǃ In the summer tourism season we have one high quality event after another. Events like the Santa Fe Bandstand, the 4th of July celebration, International Folk Art Market, Traditional and Contemporary Spanish Markets, Indian Market, our world class Santa Fe Opera and the unparalleled Chamber Music Festival to mention a few. Yet we continue to see our hotels achieve summer occupancy in the low to mid 80% range. We can and must see this improve.

Today’s visitors have a lot of incredible options when they think about where they will travel. All of us in the Santa Fe tourism business must make the extra effort to ensure we are offering the very best attractions, products and service in order to capture these visitors and insure repeat visits. Many are looking for more than just a destination, but more importantly for an unforgettable experience. Often they are looking for more than a place to view art in galleries or simply eat a meal in a restaurant or just being a spectator at an entertainment offering. They are looking for the experience of art – seeing it created or learning about what it represents. They are looking for the experience of dining with interaction from the Chef or learning about regional cuisine and the local cooking methods and ingredients. They are looking for a chance to meet those who create the entertainment, a behind the scenes tour or a unique interaction with the artists/performers.

I encourage you to take a look at what you do and how you tell your story to the visitor. If it does not include a special experience, you are probably not operating with a maximum return on investment. If your business is the same as it was 10 years ago, you are probably losing market share to the more innovative offering down the street or to another destination. Santa Fe has “The City Different” as its underlying mantra because a hundred years ago the city fathers realized what a distinctive place Santa Fe is. We must constantly be reinventing what we are and how we offer our uniqueness to grow market share. And as the city wide occupancy increases, we all enjoy improved economic prosperity.

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



MARKETING ACTION ITEMS
 
Submit your Top HAT nominations

Information needed for 2018 Santa Fe Visitors Guide

Start planning for 2018 Santa Fe Kids Free Spring Break

Join The Santa Fe Gift Guide



Submit your Top HAT nominations



Nominations are now open to select the “Top HAT” in the field of New Mexico hospitality and tourism. The Top HAT (Hospitality And Tourism) Awards celebrate and recognize outstanding teams or individuals who have shown exceptional dedication to their company or organization’s brand promise.

Nominate your Top HAT today and let’s represent Santa Feǃ The deadline to submit nominations is Friday, October 6 at 5:00 pm MST. Click here to learn more.



Information needed for 2018 Santa Fe Visitors Guide



Work has started on the 2018 Official Santa Fe Visitors Guide and we need your updated informationǃ

Lodgers: Click here to submit your property information. Completing this process ensures that your property’s information in the Visitors Guide is accurate. If you represent more than one property, please fill out one survey for each property.

Annual Events: Click here to submit your 2018 Annual Events for the SantaFe.org calendar and Visitors Guide. Get your event in front of visitors planning their future trips to Santa Feǃ Please fill out one form per event.

The deadline to submit your responses is September 30, 2017. If you have questions, contact Phyllis Ortiz-Hilborn at peortiz@santafenm.gov or 505-955-6214.


Start planning for 2018 Santa Fe Kids Free Spring Break



Start thinking about your 2018 Santa Fe Kids Free Spring Break offersǃ Now in its third year, this campaign is a great way to get your business in front of families planning their Spring Break vacations. Last year’s campaign was featured nationally and regionally in CNBC, Texas Lifestyle Magazine, Colorado Parent, TripAdvisor, and the Chicago Tribune. Don’t miss this free opportunity to promote your business.

As in year’s past, TSF will promote Kids Free through paid, earned and organic media—driving traffic to the landing page on santafe.org. The offer submission form will be available to you in mid-October. This will allow you time to submit your offer and have it posted when the landing page goes live on November 15.

We will be sharing more information in the upcoming weeks in the e-newsletters and via email.


Join The Santa Fe Gift Guide



There’s still time to reach 70,000+ potential online buyers before the Holidaysǃ

The new SANTA FE GIFT GUIDE eblast, being sent on November 21, is filling up with local jewelers, artists, businesses, performing arts and more. The deadline to secure your spot is by end of day, Tuesday, November 14th. It’s only $100. plus tax.

Get the full details now at the Santa Fe Gift Guide webpage on santafe.org.

Here are 2 sample listings:





MARKETING INFORMATION ITEMS
 
TSF wins 2017 U.S. Travel Association Award

New Mexico Museum of Art to close for restoration

New “Santa Fe Artist in Residence” Program

TSF Business Partner Meetings

Santa Fe Margarita Trail Update



TSF wins 2017 U.S. Travel Association Award



The U.S. Travel Association awarded the TOURISM Santa Fe Margarita Trail the 2017 Destiny Award for best Public Relations Campaign. The Destiny Awards recognize excellence in destination marketing on the local and regional level. A judging panel of business leaders from companies including JPMorgan Chase and Hilton selected the winners for this award program. Click here to learn more.


New Mexico Museum of Art to close for restoration



Significant restoration work on the historic New Mexico Museum of Art building will begin on September 18 and conclude when the museum re-opens on November 25. During this period, the museum will temporarily not be able to welcome visitors due to the extensive nature of the numerous restoration projects. Please contact Ryan Stark, Head of Communications & Special Initiatives at the New Mexico Museum of Art, with any questions at 505-476-5069 or ryan.stark@state.nm.us.


New “Santa Fe Artist in Residence” Program



From November 1, 2017 through February 28, 2018, TSF will launch a new Santa Fe art happening to build off-season business. The “Santa Fe Artist in Residence” program offers visitors an art experience by connecting them with New Mexico artists in the setting of our amazing hotels. Visitors will be able to meet the artists and watch as they create their masterpieces— experiencing first-hand their creative process.
The following Santa Fe lodging partners have elected to participate in this inaugural program and will work directly with Santa Fe Studio Tours, the Santa Fe Gallery Association and the Canyon Road Merchants Association to find artists to participate in their individual programs.
  • Inn of the Governors
  • Hilton Buffalo Thunder
  • Hotel Santa Fe
  • La Posada
  • Drury
  • La Fonda
  • Sunrise Springs
  • Eldorado
  • Inn & Spa Loretto
  • Hotel St. Francis
  • Hilton Plaza
  • Inn on the Alameda
  • Santa Fe Inn
  • Fort Marcy Suites
  • Inn of the Anasazi
Be on the lookout for a program landing page with more information in November.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in August:
  • Edible Santa Fe
  • Santa Fe Bandstand
  • New Mexico Tourism Department
  • Santa Fe Wine and Chile Fiesta
  • New Mexico Magazine
  • HIPICO
  • Greater Santa Fe Restaurant Association
  • Paloma Restaurant
  • Rancho de las Golondrinas
  • New Mexico Department of Cultural Affairs
  • International Folk Art Alliance
  • Heritage Hotels
  • Santa Fe Opera



Santa Fe Margarita Trail Update



Since the launch of the Margarita Trail, passport holders have earned a total of 1,789 t-shirts, 101 signed copies of The Great Margarita Book, and 50 people have earned the Margarita Trail Bartender Kit by completing the entire Trailǃ The TSF Visitor Centers have also sold 1,891 Passports since the launch.

Attn: Margarita Trail Participants
Do you have Margarita Trail Passports ready to sell? If not, order more today. Ordering is easy. Click here for the order form and follow the instructions. If you need replacement Passport stamps, TSF can provide those too—at no charge. Send an e-mail to Joy Rice at jlrice@santafenm.gov to order more.



SANTAFE.ORG
 
SantaFe.org How It's Performing


August 2017 Performance Metrics

Visits
  • Total Sessions 93,918 (11.1% decrease Y/Y)
  • Unique Users 75,425 (10.7% decrease Y/Y)
  • Pages per Session 2.42 (4.1% decrease Y/Y)
  • Average Time on Site 2:36 (8.9% decrease Y/Y)
  • Conversion Rate 10.6% (21.8% decrease Y/Y)
We are continually working to identify the impacts of the santafe.org homepage redesign and to evaluate and improve the flow of user traffic being driven to the site through our digital advertising efforts.

Due to a technical issue and delay with implementing tracking tags from ADARA (one of our digital advertising partners), the overall digital advertising spend in August was about 50% less than August 2016. Additionally, there was no spend for paid search in August due to similar issues with ADARA tracking pixel. Despite the decrease in spend, we saw almost the same amount of sessions to the site from all digital campaigns mostly due to the Santa Fe Celebrates Global Arts and Culture digital advertising campaign still being in market (the campaign was not in market last year). Visits to The City Different landing page were down 16% Y/Y, accounting for a difference of about 700 total sessions Y/Y.

Visitor Gender
  • 61.2% Female
  • 38.8% Male
Visitor Age
  • 8.3% 18 - 24
  • 16.7% 25 - 34
  • 16.4% 35 - 44
  • 16.8% 45 - 54
  • 22.7% 55 - 64
  • 19.1% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: August 2, 2017
    • Number sent: 48,294
    • Number opened: 8,094
    • Open rate: 16.8%
  • Meet Different in the City Different Pre-Mailer 1
    • Sent: August 3, 2017
    • Lists: Latest ASAE 2016 Attendees, Latest ASAE 2017 Attendees
    • Number sent: 1,900
    • Number opened: 246
    • Open rate: 21.6%
  • Meet Different in the City Different Pre-Mailer 2
    • Sent: August 8, 2017
    • Lists: Latest ASAE 2016 Attendees, Latest ASAE 2017 Attendees
    • Number sent: 1,878
    • Number opened: 397
    • Open rate: 21.1%
  • TOURISM Santa Fe Marketing Report
    • Sent: August 10, 2017
    • Number sent: 1,111
    • Number opened: 352
    • Open rate: 31.7%
  • Plan now for fall in Santa Fe
    • Sent: August 11, 2017
    • Number sent: 24,101
    • Number opened: 5,457
    • Open rate: 22.6%
  • Santa Fe Deals and Specials
    • Sent: August 18, 2017
    • Number sent: 28,470
    • Number opened: 5,638
    • Open rate: 19.8%
  • TOURISM Santa Fe Sales Report
    • Sent: August 24, 2017
    • Number sent: 1,115
    • Number opened: 371
    • Open rate: 33.3%
  • Meet Different in the City Different Post-Mailer
    • Sent: August 29, 2017
    • Lists: Latest ASAE 2016 Attendees, Latest ASAE 2017 Attendees
    • Number sent: 1,840
    • Number opened: 259
    • Open rate: 14.1%
*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
 
When it comes to social media marketing, hashtags are the key to SEO and visibility of your content. TOURISM Santa Fe's hashtags, #SantaFeNM and #TheCityDifferent are important to us and to youǃ By using our hashtags you have the power to start or continue a conversation. It also allows you to keep a steady stream of social media content in “search” results so that those watching can follow along.

You can also use #SantaFeNM and #TheCityDifferent to cross promote your content. By using these two hashtags and one or two of your own, you’ll notice that your followers will begin to adopt it as well. Sharing Santa Fe love.

You’ll also find that hashtags encourage users to upload photos for the chance to be featured on your social media channels. Getting your followers involved in submitting content themselves makes them feel as though they are part of your brand and all things Santa Fe…#SantaFeNM and #TheCityDifferentǃ

In August, Visit Santa Fe’s Facebook page saw a 20% decrease in engagement over last month. There were marked decreases in shares, likes and comments for the month of August when compared to July. There were a total of 90 posts for August. July contained 85 posts. Monthly impressions for Twitter shot up 45% over last month and engagement went up 32%. A more photo-curatorial stance has been adopted in selecting photos to accompany organic posts. The effort paid off as the three different carefully selected photos were the top performing posts for August on Facebook, Twitter and Instagram.

Instagram continues to rise steadily with a 2% increase in followers. Pinterest saw a 0.4% decrease in followers. That should change as we are beginning to post daily content on the site. YouTube saw a 3% increase in subscribers and a 1% decrease in views.

As always, we encourage all of our business partners to follow, share and interact with us on our social media channels.

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

August 2017 Performance Metrics
  • Total Page Followers: 59,804 (1% increase M/M)
  • People Talking About This: 12,521 (18% decrease M/M)
  • Engagement: 25,542 (20% decrease M/M)
    • Top Ranking Post: Visit Santa Fe, New Mexico: Green Chile Season Just Started
    • August 8
    • Likes: 1,269
    • Comments: 19
    • Reach: 26,642


Join us on Twitter Twitter
Twitter screenshot

August 2017 Performance Metrics
  • Followers: 12,676 (1.3% increase M/M)
  • Monthly Impressions: 75,700 (45% increase M/M)
  • Engagement: 560 (32% increase M/M)
    • Top Ranking Post: Join Thousands As We Burn Away Zozobra's Hold On Gloomǃ
    • August 8, 2017 at 4:31 pm
    • Impressions: 2,622
    • Favorites: 55
    • Retweets: 7
    • Total engagements: 38


Join us on Instagram Instagram
Instagram screenshot

August 2017 Performance Metrics
  • Followers: 18,000 (2% increase M/M)
  • Top Performing Post: Santa Fe Summer Morning
    • 1,067 Likes


Join us on Pinterest Pinterest
August 2017 Performance Metrics
  • Followers: 2,379 (0.4% increase M/M)


Read the Santa Fe blog Santa Fe Blog
August Blog Posts

The Top 5 Santa Fe September Events You Won’t Want To Miss
  • Posted August 1, 2017
  • Views: 275
Join Thousands As We Burn Away Zozobra’s Hold on Gloom
  • Posted August 8, 2017
  • Views: 178
Backpacking Nirvana in the Santa Fe National Forest
  • Posted August 15, 2017
  • Views: 125
Savor the Flavor of The Santa Fe Wine & Chile Fiesta
  • Posted August 22, 2017
  • Views: 55
Seven Santa Fe Events That Work This Labor Day Weekend
  • Posted August 29, 2017
  • Views: 152
August 2017 Performance Metrics

Total Blog Views: 9,152 (6.5% decrease M/M)
Average Time on Blog: 3:26 minutes

Please 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
August 2017 Performance Metrics
  • Subscribers: 324 (3% increase M/M)
  • Views: 3,287 (1% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

Phoenix Magazine
Target Markets: Phoenix, AZ
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 350,000


New Mexico Magazine
Target Markets: New Mexico
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 200,000



DIGITAL DISPLAY, E-NEWSLETTERS, 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: 8/1/1 7- 8/31/17
Impressions: 94,742


Amobee: Contextual Desktop and Mobile
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 1,084,316


Magnetic: Search Retargeting
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 3,952


Tremor: Pre-Roll Video
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 203,009

TripAdvisor: Sponsorship and Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 92,519


New Mexico Monthly: Banner
Target Markets: New Mexico
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 160,000


Go-NewMexico.com: Lead Generation / Sponsorship Page
Target Markets: people interested in traveling to Santa Fe
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 18,758
Go Travel Sites sent 232 names, emails and addresses to TOURISM Santa Fe


Endless Vacation: Microsite
Target Markets: West of MS
Flight Dates: 8/1/1 7- 8/31/17
Bonus Digital Impressions: 1,998


Varick Media: Programmatic Display/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 308,709


ZEFR: YouTube Pre-Roll
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 31,009



SANTA FE CELEBRATES GLOBAL ARTS AND CULTURE

Radium One: Programmatic Display/Native
Target Markets: Denver, Dallas, Phoenix, CO Springs, Amarillo, Lubbock, El Paso, New Mexico (except Santa Fe), NYC, LA, Chicago, San Francisco, Houston and Austin
Flight Dates: 8/1/1 7- 8/31/17
Impressions: 1,814,817





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
The August 2017 Public Relations performance metrics show that the TOURISM Santa Fe PR team continues to put much effort and emphasis on individual pitches to writers and editors in our target media markets. These email and phone call pitches are either on themes that we identify and want to ensure that press are aware of or that come from media requests through services like “Help a Reporter Out” (HARO).

When you look at the articles in the “In the News” section below you will see that many of the pieces of earned media coverage this month were a result of a media visit within the last 3 months or a pitch/story assistance effort sent to the publication within the last 6-8 weeks. It is encouraging that we are seeing quick return on our media relations efforts and articles are being published within a few months of assisting the writer.

This month there was a significant decrease in the value of earned media when compared to August of 2016. This year we simply did not see as many TSF assisted pieces of media coverage published during the month to contribute to that total monthly value. One cause for this is that there was a CBS Local syndicated article that we hoped would run this month but has been pushed to September. When that article runs it should improve next month's number to be higher than expected making up a portion of this deficit. The YTD in earned media is $26,383,106 a 12% increase over 2016 YTD earned media.


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
 
August 2017
  • Pitches: 50 (47% increase Y/Y)
  • Press Releases: 2 (60% decrease Y/Y)
  • Media Visits: 3
  • Media Contacts: 143 (No change Y/Y)
  • Earned Media: $366,864 (85% decrease Y/Y)



RECENT ACCOLADES
 
Santa Fe was listed as a “Top Destinations for Smaller Meetings” by BizBash.


VISITING PRESS
 
Claire Hannum of CNN Travel visited Santa Fe from August 2-7.

Freelance writer Kate Donnelly visited Santa Fe from August 16-24.

Steven Cohen of DC Metro Theater visited Santa Fe from August 23-26.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


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



WEBSITES

As a result of hosting Courtney Drake-McDonough in July 2017, Watch Boom featured the destination in an article entitled “Santa Fe, My Beloved” on August 4.

As a result of La Posada de Santa Fe Resort & Spa hosting Lori Mayfield in June 2017, Johnny Jet featured Santa Fe in four stories. Representatives from TOURISM Santa Fe met with the writer and arranged a full itinerary of Santa Fe activities her.
As a result of hosting Teresa Bitler in April 2017, Wander With Wonder featured the destination in an article entitled “Unravel The Mystery Of Santa Fe’s House Of Eternal Return” on August 17.



MAGAZINES (Print/Online)

Condé Nast Traveler provided dedicated coverage in an article entitled “Why You Should Travel To Santa Fe Now” on August 18 as a result of writer, Kate Donnelly visiting the destination.

Town & Country featured Santa Fe in the “Social Network Calendar” in the August issue as a result of a pitch to the editor during a desk side appointment in New York earlier this year.

As a result of hosting Ali Wunderman in May 2017, Sunset Magazine featured Santa Fe as the destination of choice in the outlet’s ongoing “Perfect Day” column in the August Issue.

As a result of hosting Jill Gleeson on the October 2015 “Great Outdoors” group press trip, Curve featured the destination in an article entitled “The Medicis of Madrid, N.M.” in the August/September issue.

Elle South Africa featured the destination in an article entitled “The Charm of Santa Fe” in the August issue.

BizBash featured Santa Fe in an article entitled “Top 25 Destinations for Smaller Meetings” in the Fall issue as a result of a TSF Pitch in response to a HARO request in July 2017.


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