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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


For this communication I was going to remind you of the need to develop new experiences for our effort to add interactive excitement to the things to do in Santa Fe but I have decided to put that off until the next newsletter.

A few weeks ago, in the April sales newsletter, I shared the news that Cynthia Delgado has decided to move on and direct her known talents to the benefit of NDI New Mexico, a wonderful statewide organization based in Santa Fe. In June she will become their Director of Advancement, a role created in her image to support their marketing and coordinate their development/giving program. I know our loss is truly NDI’s gain and I am excited to say that she will bring a higher level of success to this important organization while continuing to sing the praises of Santa Fe in the way she has done so well for the city over the past six years.

The City of Santa Fe and six years of success – somehow that rings out as perhaps an unusual result. So often the city is accused of being mired in its ways and unwilling to reach for new and better solutions. Over this period, some team members have left and some have arrived, but only Cynthia has seen us through this transition. A six year period in which the then “Santa Fe CVB” and today TOURISM Santa Fe has learned to maximize the value of our financial resources, hold ourselves accountable for results and truly take the lead in moving our hospitality industry in the proper direction. Our goal is not to support tourism, but instead to lead tourism to the higher levels this incredible city deserves. And in every aspect, Cynthia has been at the forefront of this effort. We are grateful for her service, we hate to lose her, but we are also willing to take on the challenge of filling her role and keeping the momentum moving.

TOURISM Santa Fe is an exciting place to be involved with right now. We are creating events, we are continuing to improve and we are advancing our marketing strategies and tactics. This requires daily learning of new ways to promote Santa Fe and bring in more visitors. We are working hard and having fun – both equal prerequisites to being on this team. Now we have an important role open and we need someone ready for the challenge to fill it. If that is you or it is someone you know, please send resumes to rrandall@santafenm.gov or call me at 955-6209.

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



MARKETING ACTION ITEMS
 
CRITICAL: Vote for Santa Fe in the Conde Nast Traveler Readers’ Choice Awards

Order 2018 Santa Fe Visitor Guides for your business

Advertise on the TOURISM Santa Fe website - santafe.org

Be featured in New Mexico Magazine’s Go. See. Do. section



CRITICAL: Vote for Santa Fe in the Conde Nast Traveler Readers’ Choice Awards



Voting is still open for the Conde Nast Traveler 2018 Reader’s Choice Awards and Santa Fe is a nominee in the “Cities” category.

This is an important marketing opportunity for all local businesses. Winning this designation is very important to Santa Fe’s position as a world class destination. We need everyone to 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.
The survey is live through June 30, 2018. Let’s get out the vote for Santa Feǃ Please have your employees, friends and family vote now at cntraveler.com/vote.


Order 2018 Santa Fe Visitor Guides for your business



The Santa Fe Visitor Guide is a great resource for your visitors and staff. Be sure you have guides available for the upcoming summer travel season. Click here to order guides for your business.


Advertise on the TOURISM Santa Fe website - santafe.org



If your business is looking for affordable, flexible and effective advertising options, look no further. TOURISM Santa Fe offers local businesses the opportunity to advertise on our website and in our consumer e-newsletters. Reasons to advertise on santafe.org:

  • For over 15 years, santafe.org ranks #1 or #2 on Google for the search term "Santa Fe".
  • Ads link directly to your website. The number of click-throughs to your website are emailed to you each month.
  • Santafe.org sends at least two consumer e-newsletters each month, inviting thousands of potential visitors back to santafe.org to learn more about events, special promotions, deals and specials and more. By continuous proactive efforts, traffic to the website continues to climb.
  • Extremely High Traffic - over 3 million pageviews in the past year.
  • Santafe.org can be easily viewed on all mobile devices.
  • Santafe.org is the most comprehensive, highest ranking website for Santa Fe information
  • You will get a discount when you sign a 6 month or 12 month contract.
Click here for pricing and more information or email advertise@santafe.org.


Be featured in New Mexico Magazine’s Go. See. Do. section



Each month in the “Go. See. Do” (new) section, New Mexico Magazine features local happenings and things to do around the state. Do you have a Santa Fe event that you would like featured? E-mail your event press release to events@nmmagazine.com, carolyn.graham@state.nm.us, gwyneth.doland@state.nm.us and jghudson@santafenm.gov for consideration and the opportunity to be featured in upcoming issues.

The editorial team is working three months in advance, so send in your press release as soon as the event is planned. Below are the closing dates for each upcoming issue. The sooner you send in your press releases, the betterǃ






MARKETING INFORMATION ITEMS
 
TSF Business Partner Meetings and Press Desk Sides

General Data Protection Regulation (GDPR) Updates

Santa Fe Margarita Trail App




TSF Business Partner Meetings and Press Desk Sides



TOURISM Santa Fe marketing team met with the following partners/organizations in April:
  • National Governor’s Association
  • Santa Fe Gallery Association
  • Heritage Hotels
  • Georgia O’Keeffe Museum
  • Northern New Mexico Air Alliance
  • Jacob Jonas Dance Company
  • Greater Santa Fe Restaurant Association
  • SWAIA
  • Hutton Broadcasting
  • Santa Fe Dining
  • The Whiskey Classic
  • The Fence
  • New Mexico Magazine
  • Jackrabbit Systems
  • Royal Road Tours/Atomic Histories

TSF representatives conducted press desk sides in Los Angeles from April 24-27 and met with the following journalists and publications:

  • Rachel Ng – Editor, New Mexico Journey
  • Jeannette Ceja – Freelance (Los Angeles Travel Magazine, Viva LA, Luxuria Lifestyle)
  • Emma Weissmann – Assistant Editor, Travel Age West
  • Ronnie Greenberg and Joe Hilbers - Freelance (AAA Living, Bride Again Magazine)
  • Shelley Levitt – Editor, California Meetings + Events
  • Anne Harnagel – Assistant Travel Editor, Los Angeles Times
  • Elena Epstein – Director of Content, LA Parent
  • Lizbeth Scordo – Freelance (Bravo TV; Palm Springs Life; Thrillist)
  • Mimi Slawoff – Freelance (MiniTime; Westways, LA Parent)



General Data Protection Regulation (GDPR) Updates


GDPR is a European Union law governing the use of personal data of EU citizens. The law applies to any organization that does business with any EU citizen anywhere in the world. It goes into effect May 25, 2018.

TSF is working closely with our website team at studio x and our ad agency, Fuseideas, to ensure the necessary updates are being made to meet the requirements of GDPR. Click here to learn more about GDPR.


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.

Margarita Trail paper Passports are also still available. Be sure you have Passports on hand for your patrons to purchase, 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

April 2018 Performance Metrics

Visits
  • Total Sessions 135,413 (7.47% decrease Y/Y)
  • Unique Users 109,265 (14.48% decrease Y/Y)
  • Pages per Session 1.98 (.34% increase Y/Y)
  • Average Time on Site 1:58 (19.51% increase Y/Y)
  • Conversion Rate 9.28% (27.56% increase Y/Y)

Visitor Gender
  • 57.2% Female
  • 42.8% Male

Visitor Age
  • 6.12% 18 - 24
  • 19.00% 25 - 34
  • 17.67% 35 - 44
  • 18.04% 45 - 54
  • 21.73% 55 - 64
  • 17.44% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 4/3/18
    • Number sent: 48,823
    • Number opened: 8584
    • Open rate: 17.58
  • TOURISM Santa Fe Marketing Report
    • Sent: 4/11/18
    • Number sent: 1135
    • Number opened: 366
    • Open rate: 32.25%
  • Santa Fe Gift Guide
    • Sent: 4/12/18
    • Number sent: 61,171
    • Number opened: 11,237
    • Open rate: 18.36%
  • Santa Fe Deals and Specials
    • Sent: 4/19/18
    • Number sent: 30,975
    • Number opened: 5,833
    • Open rate: 18.83%
  • TOURISM Santa Fe Sales Report
    • Sent: 4/26/18
    • Number sent: 1,135
    • Number opened: 396
    • Open rate: 34.89%
  • Summer Seasonal Newsletter
    • Sent: 4/27/18
    • Number sent: 25,003
    • Number opened: 5,351
    • Open rate: 21.4%

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

During April we saw a decrease in page speed load time from 10-14 seconds to 2.7-3.0 seconds. This was mainly accomplished by removing all unneeded and legacy tracking pixels from the website. A further speed boost was provided by moving the remaining pixels to Google Tag Manager.

Must See Events saw a large increase of traffic Y/Y increasing by 64%.

Organic Search decreased 1% Y/Y.

Art Markets moved up into the top 10 pages this month as traffic was driven via paid digital advertising. Overall digital advertising impressions are down 6.79% Y/Y for the month of April, but most of the difference is the result of an additional initiative running last year at this time – “Santa Fe Celebrates Global Arts & Culture” (SFCGAC). Isolating SFCGAC from the results shows an 8% increase in digital advertising impressions Y/Y. However, the 6.79% decrease overall is closely in line with the 7.47% decrease in web sessions. The decrease in unique users is also most likely a product of the SFCGAC campaign last year, as the incremental campaign was designed to target a new population of users who were art and culture enthusiasts specifically. Increases in web engagement such as time on site and conversion rate are a positive sign that the quality of traffic to the site, whether paid or organic, is increasing.



SOCIAL MEDIA
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TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
TOURISM Santa Fe social media channels experienced slight increases in followers in April. Instagram saw the largest increase with 400 new followers over last month. Significant decreases in engagement were seen on Facebook and Twitter when compared to last month partly due to a decrease in the number of posts in April. However, a greater effort was made in April to actively engage with our followers through ‘comments’ and ‘likes’.

April’s most popular post on Facebook and Twitter was a post in which we shared an article entitled, “A Modern Guide to Santa Fe - An Arts Town Fueled by Tequila, Chiles & Native Culture.” More than 11,000 people were reached on Facebook and over 2,500 impressions were gained on Twitter.

TOURISM Santa Fe is currently seeking a full time Social Media Coordinator. If you or someone you know is interested, please send resumes to Randy Randall at rrandall@santafenm.gov.

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

April 2018 Performance Metrics
  • Total Page Followers: 63,530 (0.2% increase M/M)
  • People Talking About This: 2,258 (63.2% decrease M/M)
  • Engagement: 6,163 (67.5% decrease M/M)
  • Top Ranking Post: “We can’t get enough of this Guide to Santa Fe from 7x7ǃ”
    • Likes: 298
    • Comments: 9
    • Reach: 11,103


Join us on Twitter Twitter
Twitter screenshot

April Performance Metrics
  • Followers: 13,511 (0.8% increase M/M)
  • Monthly Impressions: 46,900 (42.8% decrease M/M)
  • Engagement: 189 (80% decrease M/M)
    • Top Ranking Post: “We can’t get enough of this Guide to #SantaFeNM from @7x7”
    • Impressions: 2,508
    • Retweets: 9
    • Total engagements: 116


Join us on Instagram Instagram
Instagram screenshot

April 2018 Performance Metrics
  • Followers: 20,900 (2% increase M/M)
  • Top Performing Post: “The @pleinairconvention is in #SantaFeNM this week”
    • Likes: 689


Join us on Pinterest Pinterest
April 2018 Performance Metrics
  • Followers: 2,422 (.3% increase M/M)


Read the Santa Fe blog Santa Fe Blog
April Blog Posts

7 May Events in Santa Fe, New Mexico
  • Posted April 3, 2018
  • Views: 413
Santa Fe Getaways for Adventure Seekers
  • Posted April 10, 2018
  • Views: 68
Santa Fe Gardens in Bloom
  • Posted April 17, 2018
  • Views: 121
How to Get Around in The City Different
  • Posted April 24, 2018
  • Views: 45

May 2018 Performance Metrics

Total Blog Views: 5,983 (5.99% decrease M/M)
Average Time on Blog: 3:04 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: 386 (7% increase M/M)
  • Views: Metrics not available at the time of this report.



MEDIA PLACEMENT - ADVERTISING


PRINT



New Mexico Monthly
Target market: New Mexico
Flight dates: 4/1/18-4/30/18
Impressions: 300,000
Media Cost: $2,720.00


Texas Monthly
Target market: Texas
Flight dates: 4/1/18-4/30/18
Impressions: 1,150,000
Media Cost: $9,585.00


Springs Magazine
Target market: Colorado Springs, CO
Flight dates: 4/1/18-4/30/18
Impressions: 25,000
Media Cost: $2,610.00


New Mexico True Adventure Guide
Target market: New Mexico
Flight dates: 4/1/18-4/30/18
Impressions: 500,000
Media Cost: $13,210.00


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

AdTheorent: Rich Media Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 4,882,833
Media Cost: $16,483.52


Sharethrough: Native Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 1,397,362
Media Cost: $14,754.10


Amobee: Contextually Targeted Desktop & Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 2,277,473
Media Cost: $9,768.26

Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 852,547
Media Cost: $3,376.88


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 4/1/18-4/30/18
Impressions: 16,926
Go Travel Sites sent 287 names, emails and addresses to Santa Fe
Media Cost: $208.33

Matador: Social Content/Banners
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 209,535
Media Cost: $3,296.70

TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 250,558
Media Cost: $6,296.24


Tremor: Pre-Roll Video
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 393,524
Media Cost: $9,890.11

ZEFR: Youtube Pre-Roll
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 73,918
Media Cost: $9,230.76

Undertone: Desktop & Mobile Display
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 1,670,662
Media Cost: $16,483.52


Varick Media – Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 4/1/18-4/30/18
Impressions: 1,326,894
Media Cost: $4,945.05


SEM

Google AdWords
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/18-4/30/18
Impressions: 342,278
Media Cost: $10,883.39





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
In April 2018 we saw major increases in earned media value and media impressions when compared to April 2017. These increases can be contributed to just two articles that were in USA Today and CBS Local which provide syndication across many smaller publications and markets. These two pieces of coverage and all of the resulting syndicated coverage accounted for 58% of the April 2018 earned media total. Another valuable portion of the April coverage came from hotel reviews in The Telegraph online a UK outlet. These eight hotel review articles accounted for 36% of the April 2018 total.

TOURISM Santa Fe Public Relations Manager, Joanne Hudson, conducted desk side media appointments in Los Angeles, April 24 – 27. She met with a total of 9 journalists including editors at the Los Angeles Times, AAA New Mexico Journey, Travel Age West and LA Parent Magazine.

You may have noticed that you are receiving our “Hot Tip” media opportunity emails more frequently and with a longer lead time ahead of holiday and events. TOURISM Santa Fe in partnership with our PR agency the Lou Hammond Group are making renewed efforts to engage with you, our business partners, and have compelling content to pitch to media outlets in a timely manner ahead of major holidays and seasons. We appreciate your quick response to these emails and providing us with the exact information and photos requested so that we can better pitch Santa Fe and your business.


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
 
April 2018
  • Pitches: 19 (Decrease 5% Y/Y)
  • Press Releases: 3 (Decrease 66.6% Y/Y)
  • Media Visits: 6 (Decrease 40% Y/Y)
  • Media Contacts: 142 (Decrease 5% Y/Y)
  • Earned Media: $6,439,120 (Increase 365% Y/Y)
  • Total Impressions: 903,460,443 (Increase 432.6% Y/Y)



RECENT ACCOLADES
 
Santa Fe made the ballot For Condé Nast Traveler’s 2018 Readers’ Choice Award.

Santa Fe was included on a Travel + Leisure list of the “Hottest Destinations for a Summer Vacation in 2018,” on April 24.

The Margarita Trail was awarded “The 10 Best Food and Drink Trails to Explore in America” by Popsugar.

CBS Local named Santa Fe as having the "Best Art Museums In The Southwest" on April 18.


VISITING PRESS
 
Jess Lander visited the destination April 1-3 and produced an article for 7x7.

Kristy Alpert visited the destination April 11-14 on assignment for HI Luxury.

Influencer Katia Singletary visited the destination April 20-23.

Julie Kessler of MoneyInc visited the destination April 20-22.

Joe Sills visited the destination April 23-25 on assignment for the Travel Channel online.

Kendall Louis, Editor of Fort Worth Magazine visited the destination on April 19-22.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites:

As a result of media outreach, Livability provided coverage of the destination with an article entitled “Living the Dream.

As a result of media outreach, Wander with Wonder provided coverage of the destination with an article entitled "5 Reasons You Must Visit Santa Fe in the Spring" on February 20, 2018.

As a result of a response to a HARO lead, NewNowNext provided coverage of the destination with an article entitled "10 Places You Need To Visit In Honor Of Women’s History Month" on March 7, 2018.

As a result of syndication from a USA Today article from March 5, 2018 spotlighting “50 states: 50 female chefs,” several outlets provided coverage of the destination including:

Lancaster Eagle Gazette

KHOU 11 – TV Online

WTSP – TV Online

KUSA – TV Online

Detroit Free Press

Open Table – Open For Business

Rocket News

Eater

As a result of hosting Megan Beauchamp on the Ski Santa Fe Fam in February 2018, MyDomaine provided coverage of the destination with an article entitled "Move Aside, Sedona—Santa Fe Is the Trendiest City in the Southwest (Here's Why)" on April 10.

As a result of hosting writer Tab Hauser in October 2017, GoNomad provided coverage of the destination with an article entitled "Santa Fe" on April 6.

As a result of hosting writer Jess Lander in early April, 7x7 provided coverage of the destination with an article entitled "A Modern Guide to Santa Fe" on April 17.

As a result of media outreach and previously hosting writer Michele Herrmann, Popsugar provided coverage of the destination with an article entitled "The 10 Best Food and Drink Trails to Explore in America" on April 18.

As a result of media outreach and a continued relationship with Randi Yagi, CBS Local provided coverage of the destination with an article entitled "Best Art Museums In The Southwest" on April 18. This article was syndicated to 23 total outlets.

As a result of a HARO response, RoamRight provided coverage of the destination with an article entitled "Great American Food Trails to Explore" on April 23.

As a result of a media assistance, AM New York provided coverage of the destination with an article entitled "Santa Fe in the Spring" on April 25.

Magazines (print/online):

As a result of media outreach, Successful Meetings provided coverage of the destination with an article entitled "Inspiring Meetings in New Mexico" in the April 2018 issue.

As a result of assisting in an individual media visit, Food Network provided coverage of the destination with an article entitled "Where to Eat in Santa Fe" on November 7, 2017.

As a result of media outreach, Local Flavor Magazine provided coverage of the destination with an article entitled "The Mighty Buzz" on April 2.

As a result of media outreach, Marie Claire provided coverage of the destination with an article entitled "6 Fun-Filled Mother-Daughter Getaways To Book ASAP" on April 18.

As a result of media outreach, Epicurean Charlotte provided coverage of the destination with an article entitled "On Santa Fe’s Trail" on April 28 and in the May print issue.


Newspapers:

As a result of hosting Celina Colby in March, The Bay State Banner provided coverage of the destination with an article entitled "The City Different" on April 5.

As a result of hosting Stacey Wittig in December, The Telegraph provided coverage of the destination by reviewing several hotels in a section entitled "Best Hotels in Santa Fe" on April 23. In addition to the destination overview, Stacey provided reviews of eight Santa Fe properties. www.telegraph.co.uk/travel/destinations/north-america/united-states/new-mexico/santa-fe/hotels

As a result of assisting in an individual media visit for Caramie Petrowsky, Vail Daily provided coverage of the destination with an article entitled "Travel" on April 26.

As a result of media outreach, Journal North provided coverage of the destination with an article entitled "Santa Fe hosts first ‘Music Week’" on April 27.


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