View as webpage   
 
TOURISM Santa Fe January 2018
Marketing Report
TOURISM Santa Fe
  Join us on Facebook See us on Flickr See us on YouTube Follow our Tweets Watch us on YouTube See us on Instagram Join us on Google Plus

MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


We have a new calendar year ahead of us, but be reminded that the city is only half way through its fiscal year, so our plans for marketing Santa Fe continue on that cycle. After reporting on our successes in marketing, public relations and sales last month, I received some feedback indicating a willingness to help determine how we can make our efforts even more effective. I share this as I want all of our industry partners to know that we are very receptive of specific input on ways we can improve our reach and bring more visitors into Santa Fe within the scope of our current budgets and direction.

Over the past three and a half years, we have seen an amazing increase of 30% in Lodger’s Tax collection. This success is a combination of all things that impact lodgers tax – hotel occupancy, hotel rates and expanded collections from short term rentals. I mention this as it demonstrates that our marketing and sales efforts are definitely working to strengthen our local tourism economy. More visitors means more financial resources. We want this to continue, and as already stated, are interested in hearing new ideas to become even more effective.

The underlying issue of our current efforts is a visitor experience in our City Different. Our visitor is looking for a unique experience and we must ensure that this is what they will find in Santa Fe. They don’t just want to shop – they want to participate, learn and partake in an experience as demonstrated by the strength of Meow Wolf, our cooking and art classes and the growth of guided outdoor adventure. If your own tourism offering does not include an experience, I am willing to bet you are seeing a decline in interest and sales, even with the strong increase in tourism activity. Our visitor wants a participatory experience and each and every business that relies on tourism must ensure that some sort of an unforgettable experience is a part of their offer.

REMINDER: GRT increased to 8.4375% on January 1, 2018.


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



MARKETING ACTION ITEMS
 
Voting Alert: Travel + Leisure World’s Best Awards 2018

Act Nowǃ Add your Deals & Specials to SantaFe.org

Register for the 2018 TRENDS Conference

Remember to add your Kids Free Spring Break offers

New Year, New 2018 Santa Fe Visitor Guide



Voting Alert: Travel + Leisure World’s Best Awards 2018



Voting is now open for the Travel + Leisure 2018 World’s Best Awardsǃ Click here to get started.

Here are a few pointers for voting. Login using your existing account or set up a new account. When prompted to answer questions about your travels over the last 3 years, select United States as the Region, New Mexico as the State, and Cities in the Categories section. From there you will be able to select Santa Fe. Be sure to rank Santa Fe “excellent” in all categoriesǃ

Let’s also show our support for the following hotel partners who are included in the “Hotels” category:
  • Sunrise Springs Spa Resort
  • Ten Thousand Waves Resort
  • Eldorado Hotel & Spa
  • Four Seasons Resort Rancho Encantado
  • Hotel Santa Fe The Hacienda & Spa
  • Inn and Spa at Loretto, A Destination Hotel
  • Inn of the Five Graces
  • Inn on the Alameda
  • La Fonda on the Plaza
  • La Posada de Santa Fe, A Luxury Collection Hotel
  • Rosewood Inn of the Anasazi

Complete the survey and you'll be entered into a giveaway for a chance to win a dream trip for two worth $10,000, to be planned by a T+L A-List Agent.
Please share with your employees, friends and family. The survey is live through March 5, 2018. Let’s get out the vote for Santa Feǃ


Act Nowǃ Add your Deals & Specials to SantaFe.org



The snow is slow in coming this year so be sure take advantage of this opportunity to promote your business on the SantaFe.org Deals & Specials page. Let’s work together to increase awareness that Santa Fe is great place to visit—with or without snow. With amazing museums, welcoming hotels, soul satisfying food, romantic spa experiences and outdoor adventures the value season is the perfect time to plan that winter getaway.

Make an offer they can’t refuse. Take a look at what others are offering and build yours to be both unique and better. We have thousands of visits to the Deals & Specials page weekly and if you do not have an offer listed – you’re missing outǃ

To add your offer, click here to login to your account, select the button that says “Specials” and follow the instructions.


Register for the 2018 TRENDS Conference



The New Mexico Hospitality and Tourism TRENDS conference will be held on January 29-30, 2018 at La Fonda on the Plaza. In addition to an annual review of the association, TRENDS also serves as the annual introduction to the 2018 Legislative Session with an update on policy priorities and legislative agenda.

TRENDS will also feature a preview of the latest travel trends and predictions from Smith Travel Research (STR) and several educational breakout sessions throughout the day that will help put your hospitality or tourism business/organization on the right track to succeed in 2018.

Click here to learn more and register today.


Remember to add your Kids Free Spring Break offers



Digital advertising and Pandora streaming audio ads have started with all traffic being driven to the Kids Free Spring Break landing page. On January 11 (tomorrow) TSF will also send a special e-newsletter to 75K+ subscribers promoting Santa Fe as the perfect spring break destination.

There’s still time to add your offers. Do not be left outǃ Last year more than 28,000 visitors went to the landing page and more than 1,500 potential visitors have requested additional information.

To add your offers, login now to your business partner account on santafe.org and from your dashboard, click on the blue button that says “Add your Spring Break Offers.”


New Year, New 2018 Santa Fe Visitor Guide




TOURISM Santa Fe is proud to present the new 2018 Official Santa Fe Visitor Guide. This official guide is the preeminent planning resource for all things Santa Fe. Be sure to have them available for your guests. Bulk orders for your business can be placed anytime using the online order form.

Single orders for the Visitor Guide can also be placed online. Be sure to add this information and link to your websites allowing visitors to order directly from your site.





MARKETING INFORMATION ITEMS
 
TOURISM Santa Fe wins HSMAI Adrian Award for Digital Marketing campaign

TSF Business Partner Meetings

Santa Fe Margarita Trail Update



TOURISM Santa Fe wins HSMAI Adrian Award for Digital Marketing campaign



TSF and our advertising agency, Fuseideas, recently won a HSMAI (Hospitality, Sales & Marketing Association International) Adrian Award for Digital Marketing in the Integrated Marketing Campaign category.

Our Undertone Rich Media digital campaign was recognized for utilizing both advertising and digital marketing efforts to create a unified and seamless experience for consumers to interact with the Santa Fe brand. The campaign was designed to ensure that all messaging and communications strategies were consistent across all channels and centered on the customer.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in December:
  • Santa Fe Film Office
  • Four Seasons Resort Rancho Encantado
  • NM Department of Cultural Affairs
  • Ski Santa Fe
  • La Fonda
  • New Mexico Magazine
  • Visit Widget



Santa Fe Margarita Trail Update



MARGARITA TRAIL APP LAUNCHING IN FEBRUARYǃ The all new Santa Fe Margarita Trail App will encompass all the great benefits of the printed Passport book, but now on your smart phone. Users will be able to map the nearest discounted margarita, keep track of which margaritas they still need to taste or see how close they are to winning their next reward. The app will also include the margarita recipes, restaurant information and the opportunity to rate their favorite margarita.

Launch date is scheduled for February 22nd which just happens to be the National Margarita Dayǃ

More than 2,370 t-shirts have been awarded to Margarita Trail Passport holders who have tasted at least 5 of the margaritas on the trail. Nearly 130 signed copies of The Great Margarita Book have been claimed by participants tasting more than 20 of the margaritas and there has been over 70 lucky people who have completed all 31 stops on the Margarita Trailǃ This earn them the official Margarita Trail Bartender Kit and all this success just since the launch of the program in May of 2016.

Be sure you have enough Margarita Trail Passports on hand for your patrons to buy.
Click Here  for the order form and instructions to get more Passports. If you need replacement Passport stamps, we can provide those too—at no charge. Call or e-mail Ryan Dodge at rhdodge@santafenm.gov or 505-955-6232 to order more.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

December 2017 Performance Metrics

Visits
  • Total Sessions 78,568 (1.3% decrease Y/Y)
  • Unique Users 62,798 (1.4% decrease Y/Y)
  • Pages per Session 2.22 (3.15% increase Y/Y)
  • Average Time on Site 2:17 (2.39% decrease Y/Y)
  • Conversion Rate 9.15% (1.06% increase Y/Y)
For December, traffic is down 1.3% Y/Y. Retention statistics are down slightly Y/Y, with session length down 1.3%. Mobile traffic was 40.9% of all traffic, with tablet another 13.1%.
Visitor Gender
  • 59.16% Female
  • 40.84% Male
Visitor Age
  • 7.01% 18 - 24
  • 21.34% 25 - 34
  • 19.31% 35 - 44
  • 17.64% 45 - 54
  • 19.49% 55 - 64
  • 15.21% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: December 5, 2017
    • Number sent: 48,389
    • Number opened: 8,192
    • Open rate: 16.93%
  • TOURISM Santa Fe Marketing Report
    • Sent: December 14, 2017
    • Number sent: 1,097
    • Number opened: 322
    • Open rate: 29.35%
  • Santa Fe Deals and Specials
    • Sent: December 22, 2017
    • Number sent: 28,876
    • Number opened: 5,199
    • Open rate: 18%
  • TOURISM Santa Fe Sales Report
    • Sent: December 28, 2017
    • Number sent: 1,100
    • Number opened: 367
    • Open rate: 33.36%
*Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.



SOCIAL MEDIA
Join us on Facebook See us on Flickr See us on YouTube Follow our Tweets Watch us on YouTube See us on Instagram Join us on Google Plus
 



TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
Facebook saw a 3% increase in followers for the month of December. The total number of FB followers is 62,005. Engagement also rose by 65% and “People Talking About This" rose by 6%. The holidays prove to be an engaging time on Facebook. Holiday photos for the Canyon Road Farolito Walk were carefully curated and also saw great engagement with our followers. Holiday photos that were curated contained lit farolitos and orange-yellow bonfires. We firmly believe that these scenes encouraged the viewer to engage with our post. The video “Canyon Road Farolito Walk” now stands as one of the top videos on our Facebook Visit Santa Fe, New Mexico page.

Twitter follower totals also rose by .9%. Twitter follower totals for December stand at 13,047. There was a 2.4% increase in Twitter impressions. Engagement was down by 29%. The top ranking post for December on Twitter was a poster painted by a well-known Santa Fe artist. The post provided information regarding Native American dances during the holidays. We did not use a photo but a vintage painting (that is housed in the La Fonda lobby) that referred to the Native American dances. Impressions and engagements were favorable.

The top performer on Instagram was a photo of the “little red truck” that sits near the downtown area. Last year a photo of the truck garnered 993 likes while this year’s photo took 1,633 likes. A 2.4% increase in Instagram followers steadily continues.

Pinterest saw a .2% increase in followers. There were fewer postings in December than in November for Pinterest. YouTube saw a .3% increase in followers and a 6% increase in views. Only one YouTube video was posted in the month of December.

Help Santa Fe increase our reach by adding #SantaFeNM or #TheCityDifferent to your posts and sharing our 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

December 2017 Performance Metrics

  • Total Page Followers: 62,005 (3% increase M/M)
  • People Talking About This: 12,641 (6% increase M/M)
  • Engagement: 44,866 (65% increase M/M)
  • Top Ranking Post: Canyon Road Farolito Walk for December 18, 2017
    • Likes: 3816
    • Comments: 6,107
    • Reach: 79,716


Join us on Twitter Twitter
Twitter screenshot

December 2017 Performance Metrics
  • Followers: 13,047 (.9% increase M/M)
  • Monthly Impressions: 93,400 (2.4% increase M/M)
  • Engagement: 912 (-29% decrease M/M)
    • Top Ranking Post: Los Matachines Dancer by Artist Gerald Cassidy 1922 on December 14, 2017 at 8:30 PM
    • Impressions: 10, 472
    • Favorites: 97
    • Retweets: 10
    • Total engagements: 89


Join us on Instagram Instagram
Instagram screenshot

December 2017 Performance Metrics
  • Followers: 19,400 (2.7% increase M/M)
  • Top Performing Post for December: Santa Fe Little Red Truck on December 23, 2017
    • 1,633 likes


Join us on Pinterest Pinterest
December 2017 Performance Metrics
  • Followers: 2,400 (.2% increase M/M)


Read the Santa Fe blog Santa Fe Blog
December Blog Posts

6 Santa Fe Events to Kick Off The New Year
  • Posted December 6, 2017
  • Views: 56
Body, Mind and Spirit
  • Posted December 12, 2017
  • Views: 55
6 Santa Fe Happy Hours to Discover
  • Posted December 19, 2017
  • Views: 131
Top 10 Santa Fe Instagram Photos of 2017
  • Posted December 26, 2017
  • Views: 57

December 2017 Performance Metrics

Total Blog Views: 7,051 (5.21% increase M/M)
Average Time on Blog: 3:30 minutes

For the month of December several past blog posts received higher traffic than normal.

Eight Reasons To Spend NYE In Santa Fe
  • Posted November 29, 2016
  • Views: 1,611
9 Santa Fe December Events To Enjoy The Season
  • Posted October 31, 2017
  • Views: 983
Santa Fe Winter Must-Do’s
  • Posted January 22, 2013
  • Views: 525
A Day Trip To Chimayo From Santa Fe
  • Posted September 1, 2015
  • Views: 488

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
December 2017 Performance Metrics
  • Subscribers: 341 (.3% increase M/M)
  • Views: 2450 (6% increase M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT
New Mexico Magazine
Target market: New Mexico
Flight dates: 12/1/17-12/31/17
Impressions: 300,000
Digital Impressions: 20,448


DIGITAL DISPLAY, E-NEWSLETTERS, PREROLL VIDEO & MOBILE

Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 12/1/17-12/31/17
Impressions: 17,821
Go Travel Sites sent 188 names, emails and addresses to Santa Fe


Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 12/1/17-12/31/17
Impressions: 919,625


TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 12/1/17-12/31/17
Impressions: 255,096


Matador: Social Content/Banners
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 12/1/17-12/31/17
Impressions: 11,038



Fly Santa Fe/NNMAA

Undertone: Desktop & Mobile Display w/ Inbound RM
Target market: Phoenix/Scottsdale metro, CA markets (LAX, ONT, SBA, SAN, BUR, SNA), Northern New Mexico (Santa Fe, Los Alamos, Taos, etc.)
Flight dates: 12/1/17-12/31/17
Impressions: 1,266,887



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: 12/1/17-12/31/17
Impressions: 1,832,274

Artists in Residence

Amobee: Standard Display
Target markets: Austin, Colorado Springs, Denver, Phoenix, Amarillo, Lubbock, El Paso, Dallas
Flight dates: 12/1/17-12/31/17
Impressions: 3,219,819


SEM

Google AdWords
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 12/1/17-12/31/17
Impressions: 101,147







TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
In December, Director of Marketing, Cynthia Delgado, conducted desk side appointments with media in Seattle. This was the first time TOURISM Santa Fe PR staff have traveled to this market and we found great potential for earned media to inform and inspire audiences there on The City Different. We also had six journalists visit Santa Fe, including a writer on assignment and researching this year for a holiday story that will run in December 2018.

In this last month of the year we saw Santa Fe included in three USA Today articles which accounted for just over 1.9 million in earned media value and 65% of our total December value. If you would like to read those articles the links are below. In the yearend totals for most of our proactive PR efforts, like pitches, media visits and media contacts we have exceeded the previous year. However, in earned media value, we are ending 2017 at an 8.6% decrease year over year.


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
 
December 2017
  • Pitches: 40 (42% decrease Y/Y)
  • Press Releases: 1 (50% decrease Y/Y)
  • Media Visits: 6 (200% increase Y/Y)
  • Media Contacts: 163 (15% increase Y/Y)
  • Earned Media: $2,924,176 (33% decrease Y/Y)



VISITING PRESS
 
Freelancer Amanda Ogle visited the destination December 8-10 and stayed at La Fonda.

Freelancer, Stacey Wittig visited the destination December 11-16 and stayed at The Inn and Spa at Loretto, La Fonda and The Inn of the Five Graces to research for hotel reviews in the London Telegraph.

Sarah Wyatt and Darrel Scattergood visited the destination December 18.

Donna Long visited the destination December 18-20 on assignment for a holiday story to run in December 2018 in the Minneapolis Star Tribune.

Los Angeles Times/Garden Collage writer Elisa Parhad visited the destination December 23-29.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


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



Websites:

USA Today provided coverage of Santa Fe with an article entitled “Vacations for retirees on a budget” on November 20.


Fodor’s Travel featured the destination in an article entitled “10 Most Unusual Christmas Celebrations in the U.S” on December 4.


Dave's Travel Corner featured the destination in an article entitled “Santa Fe, New Mexico” on December 5.


BestProducts featured Santa Fe in an article entitled “Where To Go For Christmas To Immerse Yourself In The Holiday Spirit” on December 5.


USA Today included the specialty eggnog from Coyote Café in its article highlighting “Eggnog Variations Across America” on December 8


USA Today provided coverage on the destination with an article entitled “Family Friendly New Years Eve” on December 22.


Magazines (print/online):

As a result hosting Jessica Dodell-Feder in December 2016, Food Network Magazine provided dedicated coverage on the destination in a feature story entitled “Christmas in Santa Fe” in the December issue.


As a result of media outreach, TIME provided coverage of Santa Fe with an article entitled “33 Amazing U.S. Cities You Should Visit in 2018” on December 4.


Powder Magazine provided coverage of the destination with an article entitled “Why You Should Live in Santa Fe” on December 7th and in the November issue.


As a result of hosting Joanna Mazewski on the “Only in Santa Fe” Fam in November, Taking the Kids provided coverage on the destination with an article entitled “5 Reasons You Need to Take the Kids to Santa Fe, New Mexico” on December 4.


LUXURY provided coverage of Santa Fe with an article entitled “What's What” in the Winter 2017 issue.


GoEscape, a quarterly Travel publication by USA Today, provided coverage of the destination with an article entitled “Santa Fe Spice” in the Fall 2017 issue.


Reader’s Digest provided coverage of the destination with an article entitled “11 Epic Vacation Destinations for Adrenaline Junkies” on December 23.


As a result of hosting Dan Johnson on the October 2017 Meetings Fam, Smart Meetings provided dedicated coverage on the destination with an article entitled “Santa Fe: A Gem in the Land of Enchantment” on December 27.


Sunset Magazine featured the destination in an article entitled “8 Perfect Places to Eat out for Christmas” on December 15.


View this email as a web page to see images