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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


The City election has come and gone and we will soon have a new direction with Alan Webber at the helm and the new makeup of our city council with Councilor Signe Lindell returning and three new Councilors: Carol Romero-Wirth, Roman “Tiger” Abeyta and JoAnne Vigil Coppler. As I reflect back over the past four years, it is very exciting to see the major accomplishments the TOURISM Santa Fe team has achieved. However, these gains, like the 35% increase in lodger’s tax collection, are yesterday’s news. Now, with new leadership at City Hall we need to double down and focus on the continuation of this success. With Mayor Webber I believe our efforts will only continue to be strengthened.

Throughout the campaign, our new mayor has repeatedly made the commitment to support tourism efforts and provide a strong base for tourism to continue to thrive. Over the next few weeks we will be meeting to discuss how Santa Fe can take a stronger position in strengthening the local film industry, how the University of Art and Design can enhance the tourism industry as it finds a new direction, how the City and County can strike a new collaborative effort in the promotion and execution of tourism and how our dollars spent can become even more effective and targeted in growing tourism as the economic base of The City Different.

Now is the time to bring forth suggestions on the role of TOURISM Santa Fe if you have any that you would like to share. I can be reached at rrandall@santafenm.gov or 505-955-6209. I would love to hear more from our industry partners as we continue to strive for greater success.

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



MARKETING ACTION ITEMS
 
Update your business listing image on santafe.org

Subscribe & share the Santa Fe Travel Insider blog

Spring Break in Santa Fe is hereǃ Add your Kids Free offers

Register for the NMHA 2018 Governor’s Conference

New NMTD Webinar: How to Capitalize on Millennial Travel



Update your business listing image on santafe.org



Are you taking advantage of the updated card-based business listing on santafe.org? To date only 17% of businesses have updated their listing to meet the requirements of the new layout. The new 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

As part of the updates, we have implemented a character limit and part of your Business Description may have been cut off. This is your opportunity to sell your business in a clear and concise way. Be sure to review your description and edit to fit within the character limits.

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.


Subscribe & share the Santa Fe Travel Insider blog



CONTENT IS KING...If you’re looking for engaging and informative content about Santa Fe to easily share with your social media followers each week, be sure to subscribe to our blog.

The weekly blog articles feature things to do, places to see and unique experiences only found in Santa Fe. This is great content to share with your followers who are planning their trips to Santa Feǃ Subscribe today and have the blogs delivered straight to your inbox.


Spring Break in Santa Fe is hereǃ Add your Kids Free offers



Since the launch of the 2018 Kids Free Spring Break landing page on November 30, almost 10,000 people have visited the page, searching for fun and special offers for their Santa Fe Spring Break getaways.

The Spring Break season is here. TSF is currently optimizing our digital advertising strategy to drive more traffic to the page. Don’t miss outǃ It is not too late 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.”


Register for the NMHA 2018 Governor’s Conference



The 2018 Governor's Conference on Hospitality and Tourism presented by the New Mexico Hospitality Association is the "how-to" conference held annually in New Mexico. It features incredible keynote speakers and breakout sessions to help you run your travel and tourism businesses more efficiently and effectively.

Registration for the conference is now open. Visit the website for more details on the conference agenda and hotel. Click here to register. Early bird pricing ends on April 6.


New NMTD Webinar: How to Capitalize on Millennial Travel



Tune into the next “How-To” webinar, hosted by the New Mexico Tourism Department, to learn more about sustainable tourism, how social media supports experiential travel and how you can take the first steps into millennial travel trends by leveraging New Mexico True resources.

The webinar takes place on Thursday, March 15 at 10:00 am. Click here to learn more and RSVP.



MARKETING INFORMATION ITEMS
 
TSF Business Partner Meetings, Press FAM & Desk Sides

New Santa Fe Margarita Trail App




TSF Business Partner Meetings, Press FAM & Desk Sides



TOURISM Santa Fe marketing team met with the following partners/organizations in February:
  • New Mexico Tourism Department
  • Santa Fe Studio Tour
  • Ojo Caliente Resort & Spa
  • National Governor’s Association Committee
  • International Association of Culinary Professionals
  • Santa Fe New Mexican
  • International Folk Art Market
  • NBC Universal
  • Bike & Brew

TSF, in partnership with Ski Santa Fe, hosted a group press FAM from February 7 – 11. The following journalists were in attendance:
  • New Mexico Magazine, Gwyneth Doland
  • MyDomaine, Megan Beauchamp
  • Uptown.com/Fodors Travel, Brandon Schultz
  • The Advocate, Daniel Reynolds
  • Freelance, Caleigh Alleyne
  • Freelance, Fredric Hamber

TSF representatives conducted press desk sides in New York City from February 27 – March 1 and met with the following journalists and publications:
  • International Association of Culinary Professionals, Martha Holmberg
  • Travel + Leisure, Jennifer Salerno
  • Departures, Jason Sheeler and Ben Ryder Howe
  • Family Traveler USA, Lissa Poirot
  • Food Network , HGTV, Travel Channel Angela Moore
  • Freelance, Michele Herrmann
  • Freelance, Charu Suri
  • Freelance, Lisa Cheng
  • Freelance, Ayesha Khan
  • BestProducts.com, Jill Fergus
  • Freelance, Jeff Heilman
  • Freelancers: Clint Brownfield, Kelsy Chauvin, Brandon Schultz, Kyle McCarthy
  • Sherman’s Travel, Laura Motta



New Santa Fe Margarita Trail App


The Margarita Trail app is hereǃ The app encompasses all the great benefits of the printed Passport book, but now on your smart phone. Users can locate the nearest Margarita Trail establishment, keep track of the margaritas they still need to taste and see how close they are to winning their next reward. The app also includes the margarita recipes, restaurant information and the opportunity to rate their favorite margarita.

Download the new Margarita Trail Passport app for just $3.99 from the App Store or Google Play.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

February 2018 Performance Metrics

Visits
  • Total Sessions 75,612 (16.4% decrease Y/Y)
  • Unique Users 61,678 (21.1% decrease Y/Y)
  • Pages per Session 2.52 (16.5% increase Y/Y)
  • Average Time on Site 2:46 (29.3% increase Y/Y)
  • Conversion Rate 15.5% (32.7% increase Y/Y)

Visitor Gender
  • 60.9% Female
  • 39.1% Male

Visitor Age
  • 7.00% 18 - 24
  • 20.05% 25 - 34
  • 16.78% 35 - 44
  • 16.39% 45 - 54
  • 21.81% 55 - 64
  • 17.98% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 2/6/18
    • Number sent: 48,032
    • Number opened: 8,099
    • Open rate: 16.9%
  • Action required by 2/28/18: Update your Business Listing on santafe.org
    • Sent: 2/7/18
    • Number sent: 1,046
    • Number opened: 430
    • Open rate: 48.1%
  • TOURISM Santa Fe Marketing Report
    • Sent: 2/15/18
    • Number sent: 1,128
    • Number opened: 341
    • Open rate: 30.7%
  • Santa Fe Deals and Specials
    • Sent: 2/16/18
    • Number sent: 29,662
    • Number opened: 5,192
    • Open rate: 17.5%
  • Do Spring Differently in Santa Fe 2018
    • Sent: 2/21/18
    • Number sent: 66,930
    • Number opened: 13,842
    • Open rate: 20.68%
  • TOURISM Santa Fe Sales Report
    • Sent: 2/28/18
    • Number sent: 24,212
    • Number opened: 5,234
    • Open rate: 21.6%

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

Traffic is down Y/Y. However, retention statistics are up and demographics are returning to the typical baseline of older and female. The primary target audience for paid advertising during this period was Women 30-55 with children in the household in an effort to support the Spring Break Kids Free campaign (running Jan-Mar). This may be a contributing factor for the increase in female visitors during this period. TSF did have a decreased amount of paid advertising in the market in February as planned, with only Adara, Matador & TripAdvisor running to support the overall core campaign. We anticipate traffic to the site to increase as we begin to roll out the core campaign in the digital space starting April 1.

Traffic drivers that experienced losses Y/Y are Direct (-64%), Social (-24%), and Display (-99%) with a total of -20K visitors Y/Y.

As the demographics of users shift back to older and female, mobile traffic to the site has decreased slightly, but we continue to see a decline in desktop visitors to this month's level of 51% of visitors.

Organic Search is up 2.6% Y/Y and was far and away the largest source of traffic: 67.32% (compared to 54.87% of traffic last year).



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
 
During the month of February, Visit Santa Fe, New Mexico Facebook page received 1,460 new followers bringing the total to 60,979 followers. Facebook engagement for our Visit Santa Fe, New Mexico page experienced a 115% increase. The top performing post was “A Snowy Morning in Santa Fe” which has become our #1 video to date. The video was produced by Enchantment Aerials. Twitter saw 128 new followers bringing the total to 13,314. Twitter experienced a 17% decrease in engagement. We will look to posting more engaging content in the months to come. Once again, the top performing post for Twitter was our cuisine pillar video. This cuisine video also does exceptionally well on Facebook as well. Instagram brought in 400 more followers for the month of February.


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

February 2018 Performance Metrics
  • Total Page Followers: 60,979 (2% decrease M/M)
  • People Talking About This: 285 (174% increase M/M)
  • Engagement: 29172 (115% increase M/M)
  • Top Ranking Post: “A Snowy Morning in Downtown Santa Fe” Photographer Enchantment Aerials
    • Likes: 5025
    • Comments: 888
    • Reach: 123,766


Join us on Twitter Twitter
Twitter screenshot

February 2018 Performance Metrics
  • Followers: 13,314 (1% increase M/M)
  • Monthly Impressions: 69,900 (23% decrease M/M)
  • Engagement: 673 (17% decrease M/M)
    • Top Ranking Post: “Santa Fe is famous for its red and green chile, but that’s just the beginning.”
    • Impressions: 4013
    • Retweets: 11
    • Total engagements : 33


Join us on Instagram Instagram
Instagram screenshot

February 2018 Performance Metrics
  • Followers: 20,200 (2% increase M/M)
  • Top Performing Post: February
    • Likes: 1513


Join us on Pinterest Pinterest
February 2018 Performance Metrics
  • Followers: 2,413 (.2% increase M/M)


Read the Santa Fe blog Santa Fe Blog
February Blog Posts

Spring Into March with Santa Fe Music Events
  • Posted February 6, 2018
  • Views: 52
The Kids Are Free For Your Family’s Santa Fe Spring Break
  • Posted February 13, 2018
  • Views: 36
Pecos National Historical Park
  • Posted February 20, 2018
  • Views: 114
The Best Margaritas in the World are in Santa Fe, NM - Here's Proof
  • Posted February 23, 2018
  • Views: 95
February 2018 Performance Metrics

Total Blog Views: 4,223 (4.1% increase M/M)
Average Time on Blog: 3:14 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
February 2018 Performance Metrics
  • Subscribers 2413: (2% increase M/M)
  • Views: 2857 (.9% increase M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT
New Mexico Magazine
Target market: New Mexico
Flight dates: 2/1/18-2/28/18
Impressions: 300,000
Digital Impressions: 29,851


Endless Vacation
Target market: National
Flight dates: 2/1/2018-2/28/2018
Impressions: 1,726,198


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 2/1/18-2/28/18
Impressions: 841,460


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 2/1/18-2/28/18
Impressions: 16,591
Go Travel Sites sent 286 names, emails and addresses to Santa Fe that are put into our newsletter database


Matador: Social Content/Banners
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 2/1/18-2/28/18
Impressions: 380,454


TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 2/1/18-2/28/18
Impressions: 245,613

Kids Free Spring Break

Pandora – Streaming Audio
Target Markets: Parents in Denver, Dallas, Phoenix, Colorado-Spring, El Paso, Amarillo, Lubbock, Austin
Flight Dates: 2/1/18-2/28/18
Impressions: 602,845


RGM – Programmatic Display
Target Markets: Parents in Denver, Dallas, Phoenix, Colorado-Spring, El Paso, Amarillo, Lubbock, Austin
Flight Dates: 2/1/18-2/28/18
Impressions: 883,950


Varick Media – Program/PMP
Target Markets: Parents in Denver, Dallas, Phoenix, Colorado-Spring, El Paso, Amarillo, Lubbock, Austin
Flight Dates: 2/1/18-2/28/18
Impressions: 1,271,213


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: 2/1/18-2/28/18
Impressions: 1,043,566


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: 2/1/18-2/28/18
Impressions: 900,867

SEM

Google AdWords
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 2/1/18-2/28/18
Impressions: 140,246





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 

February 2018 was a busy month of hosting media in the destination, with four individual visits and one group press FAM we saw a total of 10 media visit. On February 7-11, we hosted our annual winter themed group press FAM in partnership with Ski Santa Fe and had six media participants for the event. Director of Marketing, Cynthia Delgado, also conducted desk side media appointments in New York on February 26-March 1; meeting with 18 journalists over the four days.

Last year, in February 2017, we had a Chicago Tribune article on Spring Break that was syndicated across the Tribune Network and provided much of the media value for that month. We did reach out to the writer of that article to see if he was preparing a similar story again this year, in the attempt to have Santa Fe’s Kids FreeFest Spring Break included again. Unfortunately he was not planning an article of this nature to run again and we did not see this type of valuable syndicated coverage in February 2018.

When you look at our earned media coverage and placements for February, there were two pieces of coverage from Food & Wine magazine online that had a value of $140,945 each. While we did have 25 other articles for the month, these two articles made up 42.6% of the total value for February. Most of these other articles did not have significant values and our February total was down 71.64% from February of 2017. This month we assisted with Santa Fe coverage in the lifestyle magazines of three key markets: Phoenix, Oklahoma City and San Diego. These publications are important and reach an audience with a high propensity to travel; however, these pieces of coverage do not contribute a significant value to our monthly totals.

Each month in this email we share a general overview of our earned media coverage and provide insight on how the monthly totals compare to the same month in the previous year. If you would ever like to dig deeper and view a spreadsheet with the complete list of articles including a detail of their individual value and impressions, the TOURISM Santa Fe PR team would be happy to share the full document.


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
 
February 2018
  • Pitches: 44 (31.25% decrease Y/Y)
  • Press Releases: 2 (100% increase Y/Y)
  • Media Visits: 10 (100% increase Y/Y)
  • Media Contacts: 182 (49% increase Y/Y)
  • Earned Media: $662,160 (71.46% decrease Y/Y)
  • Total Impressions: 75,970,266 (75.75% decrease Y/Y)



RECENT ACCOLADES
 
Santa Fe was named one of the “Top 20 Cities for LGBT-Friendly Retirement in 2018” by SeniorAdvice.


VISITING PRESS
 
The following media visited from 2/7-11 for the 2018 Ski Santa Fe Fam:
  • Brandon Schultz – Uptown.com/FodorsTravel
  • Frederic Hamber – Airows
  • Caleigh Alleyne – Freelancer
  • Megan Beauchamp – MyDomaine
  • Gwyneth Doland – New Mexico Magazine
  • Daniel Reynolds – The Advocate

Youtube influencers Kelly and Mar of Exploring Us visited the destination on February 7.

A Boliva TV News Crew visited the destination on February 5-6, as part of a State Department Media Co-op program.

Dominick Miserandino of Famadillo visited the destination on February 18-25.

Michael Solender of Epicurean Charlotte visited the destination on February 27 – March 5.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites:

The Pinewood News provided coverage of the destination with an article entitled "Weekend Getaway Guide to Santa Fe" on January 29, 2018.

Livability provided coverage of the destination with an article entitled “Living the Dream” on February 5, 2018.


As a result of hosting Kim Swidler on the “Only in Santa Fe” Fam in November 2017, Albany Times Union provided coverage of the destination with an article entitled “Santa Fe Top Foodie Finds” on February 5.


Fodor's Travel provided coverage of the destination with an article entitled “When Flowers Aren’t Enough” on February 5.

Daily Hive Toronto provided coverage of the destination with an article entitled “10 U.S. Ski Resorts Offering Canadian Dollar Deals this Winter” on February 8, 2018 as a result of travel expert Caleigh Alleyne attending the 2018 Santa Fe Ski FAM.


As a result of the Margarita Trail App press release distribution, KRQE – TV provided coverage of the destination with an article entitled "Santa Fe Unveils ‘Margarita Trail’ App" on February 16, 2018.


Everett Potter’s Travel Guide provided coverage of the destination with an article entitled "Small Ski Areas" on February 18, 2018.

Phoenix Magazine provided print and online coverage of the destination with an article entitled "52 Weekend Adventures 2018" in the February 2018 issue.


As a result of hosting Daniel Reynolds on the 2018 Ski FAM, The Advocate provided online coverage of the destination with an article entitled "Why Are There No Gay Bars in Santa Fe?" on February 22, 2018.


As a result of hosting Cacinda Maloney in January 2018, Travelocity provided online coverage of the destination with an article entitled"5 Surprising Things You’ll Love About Santa Fe" on February 22, 2018.


As a result hosting Cacinda Maloney in January 2018, Points and Travel provided online coverage of the destination with an article entitled "What a Wonderful Stay" on February 22, 2018.

MSN ran syndicated coverage of BestProducts.com article, "The Best Places to Travel in the USA" on February 23, 2018. The article was written by Jill Fergus, who TOURISM Santa Fe previously hosted in the destination.


SheKnows.com provided coverage of the destination with an online article entitled "Self-Care Retreats to Help You Recharge" on February 28, 2018. Santa Fe can be found on slide 2.

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.


Magazines (print/online):

As a result of hosting Archana Ram in April 2017, San Diego Magazine provided coverage of the destination with an article entitled “Weekend Getaways” in the February 2018 issue.

405 Magazine provided coverage of the destination with a print and online article entitled "Destination - Romance" in the February 2018 issue.


Sunset Magazine provided coverage of the destination with an article entitled “Best Wedding Destinations in the West” on February 4, 2018.


As a result of hosting Kate Donnelly, Architectural Digest provided coverage of the destination with an article entitled "Here’s Where to Travel Based on Your Astrological Sign" on February 16, 2018.


Food & Wine outlet provided online coverage of the destination with an article entitled "Why This New Mexico Chile Has an International Cult Following" on February 22, 2018.

Sierra Club Magazine outlet provided coverage of the destination with an article entitled 16 Ways to Say "I Love You Like You Love the Planet" on February 10, 2018.


Open Doors Arizona provided coverage of the destination with an article entitled "Discover the Magic of Santa Fe The City Different" in the February 2018 issue.



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