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TOURISM Santa Fe April 2018
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Visitors to Santa Fe, and especially the younger visitors, are seeking an experience exclusive to Santa Fe. We want to be sure that your business is offering an experience, not just product, to maximize your potential revenues and profits. Our visitor of yesterday wanted to take a tour to simply see the pueblos or enjoy a popular hike to take in the great vistas from our incredible mountains. Today they want to be more immersed in our culture, history and traditions. They want to make their own pottery in the traditional ways of the native forefathers, blaze a trail to somewhere even most locals don’t go or relive our history rather than being told about it.

Please take a look at your business and see how it can offer an experience for visitors of all ages. If you make and sell candy, offer an opportunity for someone to make their own candy to share with friends both physically and on social media. Perhaps, if you sell handmade boots, offer the opportunity for someone to participate in crafting their own. And of course, our restaurants have their commercial kitchen, which is both enticing and unknown to many visitors who would love to participate in the preparation of their meal.

We are designing a new section on our website, santafe.org, where these experiences can be listed with a description of the experience, time it is available, cost and any other details such as minimum number of participants or any additional requirements to participate. Whether already in Santa Fe or in the planning stage of their visit, these experiences will be able to be booked directly with a link to your own site, an email or a call to your business.

The key to bringing in the younger traveler is not to advertise to the younger demographic. It is to think young with your business, get with the times and communicate the availability of exclusive activities and experiences. Finally, experiences do not have to be cheap. They must be appropriately priced but more importantly, something unique and unexpected. Something they can only find in The City Different.

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



MARKETING ACTION ITEMS
 
Vote NOW for Santa Feǃ 2018 Conde Nast Traveler Readers’ Choice

Last chance: Vote for the “Best Green Chile in New Mexico

Add your summer events to the santafe.org event calendar

Submit your RFPs: Top HAT Awards, TRENDS, and Governor’s Conference

It’s not too lateǃ Update your business listing on santafe.org

New NMTD Webinar: “How to Make Families Flock to Your Destination”



Vote NOW for Santa Feǃ 2018 Conde Nast Traveler Readers’ Choice



Important Marketing Opportunityǃ This designation is very important to Santa Fe’s position as a world class destination. We need everyone to vote.

Voting is now open for the Conde Nast Traveler 2018 Reader’s Choice Awards and Santa Fe is a nominee in the “Cities” category. Please have your employees, friends and family vote now at cntraveler.com/vote.

Pointers for Voting for Santa Fe:
1. Go to cntraveler.com/vote and click on the “Cities” section. You will then be prompted to sign in with an existing account or to create a new account.
2. Once logged in, search for Santa Fe.
3. When the Santa Fe survey appears, rate the city on several characteristics. Be sure to rank Santa Fe “excellent” in all categories.
In addition to Santa Fe, the following local attractions, hotels and restaurants are nominated:

Hotels
  • Eldorado Hotel & Spa
  • Four Seasons Resort Rancho Encantado Santa Fe
  • Hacienda del Cerezo
  • Hilton Santa Fe Historic Plaza
  • Hilton Santa Fe Buffalo Thunder
  • Hotel Santa Fe
  • Hotel St. Francis
  • Inn and Spa at Loretto
  • Inn of the Five Graces
  • Inn on the Alameda
  • Las Palomas Hotel
  • La Posada de Santa Fe Resort & Spa
  • La Fonda on the Plaza
  • Rosewood Inn of the Anasazi
  • Sunrise Springs Spa Resort
  • Ten Thousand Waves
Ski Resorts
  • Ski Santa Fe
Restaurants & Bars:
  • Cafe Pasqual's
For each survey completed, you are entered to win a Viking Homeland Tour from Viking Ocean Cruises. The survey is live through June 30, 2018. Let’s get out the vote for Santa Feǃ


Last chance: Vote for the “Best Green Chile in New Mexico”



Four Santa Fe businesses are nominees in the USA Today 10Best Readers’ Choice Awards, “Best Green Chile in New Mexico” category. The Nominees are Cowgirl BBQ, Horseman’s Haven, The Shed, and Tomasita’s. Let’s support our locals businesses and get out the voteǃ Vote for your favorite once per day until voting ends on April 16. Click here to get started.


Add your summer events to the santafe.org event calendar



Visitors are making their vacation plans nowǃ The Event Calendar is one of the Top 3 most visited pages on santafe.org. Don’t miss this opportunity to reach visitors planning their summer getaways to Santa Feǃ Login now to add your summer events.


Submit your RFPs: Top HAT Awards, TRENDS, and Governor’s Conference



The New Mexico Hospitality Association is requesting proposals for hosting the 2018 Top HAT Awards Gala, 2019 Hospitality and Tourism TRENDS State Conference, and the 2019 New Mexico Governor's Conference on Hospitality and Tourism. For more information about these three separate events, click on the individual links above. Proposal deadline is Friday, April 20 at 5:00 pm.


It’s not too lateǃ Update your business listing on santafe.org




It’s not too late to update your business listing to fit the new layout. The card-based layout allows you to add a larger image to highlight your business. Choose a high-impact and attractive photo to make your business stand outǃ This is also a good opportunity to refresh your description.

To make your updates, login to your account and from your dashboard, click on the button that says, “Edit Listing.” Please review each section carefully, in particular the sections listed above, and click “Modify Listing.”

Need help logging in? Contact Phyllis Ortiz-Hilborn at peortiz@santafenm.gov or 505-955-6214.


New NMTD Webinar: “How to Make Families Flock to Your Destination”



Summer is near. That means school is out and families are planning their summer vacations, now. Tune in to NMTD’s webinar to learn more about attracting families to your destination and marketing strategies that capture parents’ attention and convert trips.

The webinar takes place on Thursday, April 19 at 10:00 am. Click here to RSVP.



MARKETING INFORMATION ITEMS
 
Santa Fe Artists in Residence Program Results

TSF Business Partner Meetings




Santa Fe Artists in Residence Program Results



Thanks to all of the Santa Fe lodging partners who helped make the first Santa Fe Artists in Residence program a successǃ Below are key highlights from the promotion:

  • The program ran from November 1, 2017 – February 28, 2018
  • 14 Santa Fe hotels featured a total of 70 artists
  • Advertising/Paid Media
    • Total Spend: $34,025
    • Tactic: Digital programmatic display ads
    • Total Impressions: 9,038,561
  • Website and Landing Page
    • Total Page Views: 13,285
    • Top 3 geo-locations driving traffic: Dallas, Denver, Phoenix
  • Public Relations
    • Pitches: 46 individual pitches, desk side pitches, and HARO’s
    • Press Coverage: 22,119,464 Total Reach / $147,463 Total Earned Media
    • Press Release: 11/1/17 “Inaugural Santa Fe: Artists In Residence In Santa Fe Hotels”
  • Social Media
    • Posts: 13 Facebook posts with a total reach of 43,026
    • Blog: 3 blog posts featuring the program
    • Social Media Crawl: 9 social media influencers visited 12 hotels
  • Monthly Consumer E-newsletters
    • What’s Happening (48K+ subscribers): Featured in 4 What’s Happening e-newsletters from November 2017 – February 2018.
    • Deals & Specials (26K+ subscribers): Featured in 4 Deals & Specials e-newsletters from November 2017 – February 2018.

Click here to view the full report.


TSF Business Partner Meetings



TOURISM Santa Fe marketing team met with the following partners/organizations in March:

  • Turnkey Vacation Rentals
  • Santa Fe Studio Tour
  • Four Seasons Resort Rancho Encantado
  • IACP
  • Contemporary Hispanic Art Market
  • National Governor’s Association
  • Bishop’s Lodge
  • International Folk Art Market
  • WanderNM
  • Santa Fe Wine & Chile
  • Flagship Food Group




SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

March 2018 Performance Metrics

Visits
  • Total Sessions 102,510 (11.69% increase Y/Y)
  • Unique Users 82,321 (12.02% increase Y/Y)
  • Pages per Session 2.38 (6.22% decrease Y/Y)
  • Average Time on Site 2:33 (6.90% decrease Y/Y)
  • Conversion Rate 12.56% (12.25% increase Y/Y)

Visitor Gender
  • 60.9% Female
  • 39.1% Male

Visitor Age
  • 7.50% 18 - 24
  • 20.46% 25 - 34
  • 17.50% 35 - 44
  • 16.59% 45 - 54
  • 20.64% 55 - 64
  • 17.31% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 3/6/18
    • Number sent: 48,557
    • Number opened: 8,664
    • Open rate: 17.88%
  • TOURISM Santa Fe Marketing Report
    • Sent: 3/14/18
    • Number sent: 1,142
    • Number opened: 342
    • Open rate: 30.48%
  • Santa Fe Deals and Specials
    • Sent: 3/15/18
    • Number sent: 30,192
    • Number opened: 5793
    • Open rate: 19.26%
  • TOURISM Santa Fe Sales Report
    • Sent: 3/28/18
    • Number sent: 1,131
    • Number opened: 368
    • Open rate: 32.54%

✝Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.

Organic Search traffic numbers improved 3% Y/Y, while making up a smaller percentage of overall site traffic (66% vs. 71%) Y/Y. This is caused by growth in Advertising traffic, which is up almost 900% Y/Y from 1% to 11% of site traffic. Other traffic drivers varied very little Y/Y, with the exception of Paid Search, which is up 117% to 2.4% of site traffic.

March was the last month of the Kids Free Spring Break campaign targeting "moms with children in the household", which aligns with the heavy female-skewing visitation trend this month. Campaign optimizations that were made at the end of February – including removing Pandora from the plan, shifting more funds toward targeted banners through Varick and additional optimizations with RGM – seemed to have benefited the campaign in terms of increased visits and conversions.



SOCIAL MEDIA
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TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
In March, we saw slight increases in followers on all TOURISM Santa Fe social media channels. The TSF team is taking a more strategic and consistent approach to posting, as well as increasing our efforts to engage with our followers. A commitment to consistent posting and engagement on our channels is key to gaining and retaining followers.

Instagram continues to be our fastest growing social media channel. And, when compared to other TSF channels, Twitter saw the largest increases in engagement over last month.

Currently we are looking for a new Social Media Coordinator. If you or someone you know is interested please click here for details. The deadline to apply is April 16.

In April, we will launch a two-month paid social media campaign on Facebook. The campaign will extend the reach of our current organic social efforts to a new audience and will target adults between the ages of 22-50 whose interests include art, culture, live music, experiential travel, and cuisine. Geo-targeting will include Phoenix, Dallas, Denver, Los Angeles, New York, Chicago, Austin, Houston, Albuquerque, Colorado Springs, El Paso, Las Cruces, and Lubbock. The goal of the campaign is to generate awareness, interest, increase followers and engagement on one of the top performing networks for social media advertising.


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

March 2018 Performance Metrics
  • Total Page Followers: 63,429 (0.6% increase M/M)
  • People Talking About This: 6,307 (40.6% decrease M/M)
  • Engagement: 18,974 (35% decrease M/M)
  • Top Ranking Post: “The Good Friday Pilgrimage walk to El Santuario de Chimayo…”
    • Likes: 2,026
    • Comments: 254


Join us on Twitter Twitter
Twitter screenshot

March Performance Metrics
  • Followers: 13,410 (0.7% increase M/M)
  • Monthly Impressions: 82,000 (17.3% increase M/M)
  • Engagement: 983 (46.1% increase M/M)
    • Top Ranking Post: “Meow Wolf’s House of Eternal Return annual update is maximalǃ”
    • Impressions: 4,523
    • Retweets: 15
    • Total engagements : 270


Join us on Instagram Instagram
Instagram screenshot

March 2018 Performance Metrics
  • Followers: 20,500 (1.5% increase M/M)
  • Top Performing Post: “Curious about the architecture that makes Santa Fe so unique?” on March 15, 2018
    • Likes: 897


Join us on Pinterest Pinterest
March 2018 Performance Metrics
  • Followers: 2,415 (.08% increase M/M)


Read the Santa Fe blog Santa Fe Blog
March Blog Posts

7 Reasons to Hop Over to Santa Fe in April
  • Posted March 6, 2018
  • Views: 185
7 Incredible Art Experiences You Can Only Have in Santa Fe, New Mexico
  • Posted March 13, 2018
  • Views: 88
A Two-Wheel Adventure Awaits
  • Posted March 20, 2018
  • Views: 57
Native Treasures Kicks Off Santa Fe’s Prestigious Art Market Season
  • Posted March 27, 2018
  • Views: 113

March 2018 Performance Metrics

Total Blog Views: 6,365 (55.72% increase M/M)
Average Time on Blog: 3:28 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
March 2018 Performance Metrics
  • Subscribers 361: (1.1% increase M/M)
  • Views: 3,894 (21.3% increase M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Monthly - Advertorial
Target market: New Mexico
Flight dates: 3/1/18-3/31/18
Impressions: 300,000
Digital Impressions: 15,120
Media Cost: $2,720.00


Phoenix Magazine
Target market: Phoenix, AZ
Flight dates: 3/1/2018-3/31/2018
Impressions: 350,000
Media Cost: $5,750.00

D Magazine
Target market: Dallas-Fort Worth, TX
Flight dates: 3/1/2018-3/31/2018
Impressions: 749,706
Media Cost: $6,370.00


Houstonia
Target market: Houston, TX
Flight dates: 3/1/2018-3/31/2018
Impressions: 70,000
Media Cost: $12,000.00


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

Amobee: Contextually Targeted Desktop & Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 3/1/18-3/31/18
Impressions: 2,695,401
Media Cost: $10,275.64

Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 3/1/18-3/31/18
Impressions: 1,017,316
Media Cost: $3,910.71


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 3/1/18-3/31/18
Impressions: 16,128
Go Travel Sites sent 278 names, emails and addresses to Santa Fe
Media Cost: $248.50

TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 3/1/18-3/31/18
Impressions: 264,100
Media Cost: $6,506.12


Fly Santa Fe - NNMAA

Adara: Desktop & Mobile Display
Target market: Phoenix/Scottsdale metro, CA markets (LAX, ONT, SBA, SAN, BUR, SNA), Northern New Mexico (Santa Fe, Los Alamos, Taos, etc.)
Flight dates: 3/1/18-3/31/18
Impressions: 469,204
Media Cost: $6,983.30

Undertone: Desktop & Mobile Display
Target market: Phoenix/Scottsdale metro, CA markets (LAX, ONT, SBA, SAN, BUR, SNA), Northern New Mexico (Santa Fe, Los Alamos, Taos, etc.)
Flight dates: 3/1/18-3/31/18
Impressions: 791,663
Media Cost: $9,340.04

Kids Promo – Spring Break

RGM – Programmatic Display
Target Markets: Parents in Denver, Dallas, Phoenix, Colorado-Spring, El Paso, Amarillo, Lubbock, Austin
Flight Dates: 3/1/18-3/31/18
Impressions: 961,498
Media Cost: $5,166.66


Varick Media – Program/PMP
Target Markets: Parents in Denver, Dallas, Phoenix, Colorado-Spring, El Paso, Amarillo, Lubbock, Austin
Flight Dates: 3/1/18-3/31/18
Impressions: 3,173,687
Media Cost: $7,823.96


SEM
Google AdWords
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 3/1/18-3/31/18
Impressions: 197,898
Media Cost: $6,863





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
In March 2018, Santa Fe was included in articles in the top three highest circulation U.S. newspapers: USA Today, The New York Times and The Wall Street Journal. These three highly valuable pieces of earned media coverage accounted for 68% of the March total and came as a result of three different media relations tactics: a HARO reply, media outreach and media assistance/fact checking. When analyzing our media coverage results each month it is exciting to find how our strategic efforts and variety of tactics used can achieve such outstanding results.

When comparing our earned media and total impressions metrics for March 2018 to last year we see decreases in both. In March 2017, the National Geographic World Legacy Awards were announced with Santa Fe receiving the Sense of Place award. Twenty two pieces of coverage resulted from that announcement contributing significantly to the monthly total. Last year we also saw a CBS Local syndicated article by Randy Yagi with a Spring Break theme that accounted for 78% of the March 2017 coverage with a total of $4,731,505. Currently our earned media total for the first quarter is $8,763,474 and pacing at 22% of our annual goal of 39M+.


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
 
March 2018
  • Pitches: 52 (Decrease 31.5% Y/Y)
  • Press Releases: 0 (Decrease 100% Y/Y)
  • Media Visits: 5 (Decrease 16.6% Y/Y)
  • Media Contacts: 143 (Increase 14.4% Y/Y)
  • Earned Media: $2,796,289 (Decrease 53.8% Y/Y)
  • Total Impressions: 232,462,361 (Decrease 63% Y/Y)



RECENT ACCOLADES
 
Santa Fe was named the “Greenest City in New Mexico” by Insurify on March 16.


VISITING PRESS
 
Caramie Petrowsky of Vail Daily visited the destination March 2-5.

Celina Colby of The Bay State Banner visited the destination March 5-8.

Liz Della Croce of The Lemon Bowl visited the destination on March 21.

Toni Dash of Boulder Locavore visited the destination on March 24-26.

Victoria Hudgins of A Subtle Revelry visited the destination March 26-29.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Newspapers (print/online):

The New York Times provided online coverage of the destination with an article entitled "With Hotels Becoming Social Spots, More Private Spaces for Guests" on March 23, 2018 and titled "Perhaps No Jackets, but Reservations Are Required" in the Travel section of the Sunday print issue on March 25, 2018.

USA Today provided coverage of the destination with inclusion of TerraCotta Wine Bistro in an article entitled "50 states" on March 5, 2018. Santa Fe can be found on Slide 31.

The Wall Street Journal provided coverage of the destination with an online article entitled "A Cliche-Free Guide to Santa Fe” on March 1, 2018. The print article ran in the Saturday/Sunday, March 3-4, 2018 “Adventure & Travel” section. TSF assisted with fact-checking for the feature.

As a result of assisting writer Caramie Petrowsky during her March 2018 visit, the Vail Daily provided print coverage of the destination with an article entitled "Santa Fe Beckons” on March 25, 2018.


Magazines (print/online):

As a result of hosting Sahar Nooraei on the November 2017 “Only in Santa Fe” FAM, S Magazine provided print coverage of the destination with an article entitled "Santa Fe Rising” in the Spring 2018 issue.

AAA New Mexico Journey provided coverage of the destination with a print article entitled "Food Truckin" in the March/April 2018 issue.

Brides provided coverage of the destination with an article entitled "Where to Have a Spa Bridal Shower Like Meghan Markle" on March 14, 2018.

As a result of hosting Clint Brownfield in October 2017, New York Lifestyles provided coverage of the destination with an article entitled "Santa Fe: A Year-Round Destination" on March 1, 2018. The article also appeared in the print issue of the magazine.

As a result of hosting Brandon Schultz on the February Ski Santa Fe FAM, Uptown Magazine provided coverage of the destination with an article entitled "What Santa Fe Is (Not)” on March 1, 2018.

Successful Meetings provided coverage of the destination with an article entitled "3 Days in…Santa Fe" on March 7, 2018.

Shape provided coverage of the destination with an article entitled "Healthy Spring Break Trips If Weeklong Hangovers Aren't Your Thing” on March 7, 2018.

Travel + Leisure provided coverage of the destination with an article entitled "From St. Patrick’s Day Parties to Cherry Blossoms - Here’s What’s Free and Cheap to Do in March" on March 1, 2018.


(Raising Arizona Kids( provided coverage of the destination with an article entitled "Santa Fe lures families on spring break with Kids FreeFest" on March 1, 2018.

Columbia Living Magazine provided coverage of the destination with an article entitled "6 Spectacular Spring Destinations” on March 4, 2018.

This article was also featured in other regional outlets within the same publishing group:
• Wilmington Magazine - wilmingtonncmagazine.com/6-spectacular-spring-destinations
• Charleston Living Magazine - charlestonlivingmag.com/6-spectacular-spring-destinations

The Meeting Magazines provided coverage of the destination with an article entitled "Southwest Hotspots", which appeared online on March 1, 2018 and in the print issue of the magazine.


Websites:

As a result of hosting Maya Stanton on the November “Only in Santa Fe FAM”, Budget Travel provided coverage of the destination with an article entitled "7 Things to Do in Santa Fe, NM" on March 1, 2018.


As a result of hosting Maya Stanton on the November “Only in Santa Fe FAM,” Budget Travel also provided coverage of the destination with an article entitled "Hotel We Love" on March 19, 2018.

BestProducts.com provided coverage of the destination with an article entitled "17 Pet-Friendly Hotels That’ll Pamper Your Pooch Silly" on March 8, 2018. Santa Fe can be found on slide 10.


Best Products provided coverage of the destination with an article entitled "The Best Inns in Every State for a Charming Trip" on March 2, 2018. Santa Fe can be found on Slide 31.


MSN provided syndicated coverage of the Best Products article, "The Best Inns in Every State for a Charming Trip" on March 3, 2018.

loveEXPLORING provided coverage of the destination with an article entitled "The best place to stay in every state under $100" on March 2, 2018.

MSN provided syndicated coverage of the loveEXPLORING article entitled "The best place to stay in every state under $100" on March 2, 2018.

As a result of an individual media visit by Melinda Sheckells, Forbes Travel Guide provided coverage of the destination with an article entitled "The Best Way To Spend Two Days In Santa Fe" on March 6,


Discover provided coverage of the destination with an article entitled "5 Under-the-Radar Spring Break Travel Destinations That Offer a Great Value" on March 12, 2018.


As a result of hosting Brittany Anas for the January 2017 Ski FAM, TripSavvy provided coverage of the destination with an article entitled "How to Visit Meow Wolf" on March 12,

Vacation Idea provided coverage of the destination with an article entitled "25 Best Southwest USA Vacation Ideas" on March 21, 2018.

TravelPulse provided coverage of the destination with an article entitled "Most Family-Friendly City in Every State" on March 23, 2018. Santa Fe can be found on slide 31.


Business Insider provided coverage of the destination with an article entitled "15 cities across the world that should be at the top of your travel bucket-list" on February 26, 2018.


Oyster provided coverage of the destination with an article entitled "6 Fun and Affordable Girls' Trips in the U.S." on March 26, 2018.

As a result of media outreach, Lonely Planet provided coverage of the destination with an article entitled "Quirky art and cultural festivals in the USA" on March 30, 2018.

Fodor’s Travel provided coverage of the destination with an article entitled “ 15 Answers to Your Secret Spa Questions” on March 30.


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