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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Events are a very important part of what happens in Santa Fe, as they continue to build upon and sustain tourism efforts. Over the past few months, we have had an incredible number of successful events – including, but not in any way limited to, Emerging Media Month (newǃ), the opening weekend of the Santa Fe Opera, the Fourth of July Celebration and festivities, International Folk Art Market, the Santa Fe Century Bike Race, Traditional and Contemporary Spanish Markets, SWAIA Indian Market, Zozobra, Fiestas, Santa Fe Thunder Half Marathon, and Wine and Chile Fiesta.

That is a lot of activity, planning, and promotion in the past four months and that does not even include some of the smaller events with more of a niche interestǃ All of these events require a dedicated group of talented individuals to create, strategize, and execute annually, with everyone involved in tourism most grateful for their efforts.

To this end, we have two opportunities available to help events become bigger and better. The first is an opportunity to apply for an OTAB grant now through end of day on November 2, 2018. Funding for OTAB grants has been increased to $100,000 for calendar year 2019 and we are hopeful many events will come forward with new ways to strengthen their value. A maximum award of $30,000 for a first time grantee can support marketing efforts to bring in visitors.

We are also issuing a Request for Proposals (RFP) to support a new Santa Fe event. This opportunity allows for a maximum grant of $50,000, which can be used for not only marketing, but many of the initial startup costs that a new event entails. Our primary goal and desire with this RFP is to provide seed money for a new event concept to be implemented annually at a time when hotels have vacancy and no other events are competing for visitors.

Information on the OTAB Grant and the Event RFP can be found on the City Website – www.santafenm.gov under the tourism tab.


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



MARKETING ACTION ITEMS
 
Start planning for 2019 Santa Fe Kids Free Spring Break

Advertise with TOURISM Santa Fe

2019 OTAB Grant Application Period is Open

Update Your Information for the 2019 Santa Fe Visitors Guide




Start planning for 2019 Santa Fe Kids Free Spring Break



It’s time to start thinking about your 2019 Kids Free Spring Break offersǃ Now in its fourth year, this annual city-wide initiative provides the opportunity for Santa Fe businesses to get in front of families planning their Spring Break vacations. And, it’s free to participateǃ

TSF will promote Kids Free Spring Break through paid, earned and organic media—driving traffic to the Promotional Landing Page on santafe.org. The offer submission form will be available to you towards the end of October. This will allow you time to submit your offer and have it posted when the Promotional Landing Page goes live on November 15 (right before the Thanksgiving holidays and when families are gathering to plan their next vacationǃ)

Stay tuned for more information on next steps in the upcoming weeks.


Advertise with TOURISM Santa Fe



TOURISM Santa Fe offers several affordable opportunities to promote your business through paid advertising.

Website Advertising

Banner ads are offered on santafe.org’s top visited pages—with affordable rates ranging from $100 - $500 per month. Learn more about our tiered pricing and discounts.

E-Newsletter Advertising

Advertising in our bi-monthly consumer e-newsletters is a great way to get in front of subscribers who have opted-in to receive e-mail communication from TSF. Banners ads are $100 per e-newsletter. Learn more.


Santa Fe Gift Guide

The Santa Fe Gift Guide provides the opportunity to feature your products with 350 characters of copy, a photo and links to your website. Placements in the Gift Guide are $100. Learn more.

Official 2019 Santa Fe Visitors Guide

Get the word out about your business to potential visitors by advertising in the Official 2019 Santa Fe Visitors Guide. Click here for more information on rates and availability or contact Bruce Adams at badams@santafean.com.


2019 OTAB Grant Application Period is Open



TOURISM Santa Fe is now accepting 2019 OTAB grant applications through November 2, 2018 at 5:00 PM. Review of all grant applications will be conducted prior to the end of the year and funds will be available on a reimbursement basis during 2019.

The purpose of the OTAB funding program is to support marketing efforts of third party, non-profit organizations that will increase tourism through new, multi-year events or the expansion of existing multi-year events. Applicants must be multi-day events with a strong attraction to bring overnight tourists to Santa Fe.

Click here for more information and to apply.


Update Your Information for the 2019 Santa Fe Visitors Guide



Please remember to submit your updated information for the 2019 Official Santa Fe Visitors Guide. The deadline is October 15, 2018.

Lodgers: Click here to submit your property information. Completing this process ensures that your property’s information in the Visitors Guide is up-to-date and accurate. If you represent more than one property, please fill out one survey for each property. If you do not respond, we will publish the information that was listed in the 2018 Visitors Guide.

Annual Events: Click here to submit your 2019 Annual Events for the santafe.org calendar and Visitors Guide. Get your event in front of visitors planning their vacation to Santa Feǃ Please fill out one form per event.

If you have questions, contact Athena Martinez at ammartinez@santafenm.gov or 505-955-6214.



MARKETING INFORMATION ITEMS
 
Santa Fe Artists in Residence

Santa Fe Margarita Trail



Santa Fe Artists in Residence



Following the success of last year’s Santa Fe Artists in Residence program TOURISM Santa Fe, along with our hotel and gallery partners, have launched the 2018-2019 programǃ

The 2018-2019 Santa Fe Artists in Residence program is from November 1, 2018 through February 28, 2019. The program offers Santa Fe visitors and locals the opportunity to experience the city’s renowned art scene in hotels and galleries. Visitors can meet, interact and observe the artists as they create masterpieces. From painting and sculpting to jewelry making and basket weaving these skilled artists are ready to share their craft and we are inviting visitors to delve into the creative process first hand.

Please visit santafe.org/artistsinresidence to learn more about the artists and the program. If you are a hotel, gallery or artist and would like to participate in this program, please contact Jordan Guenther at jguenther@santafenm.gov.


Santa Fe Margarita Trail



Free Margarita Trail suppliesǃ We have bar napkins and coasters that you can have to help sell more of your margaritas on the Margarita Trial. Need more Passports to sell? Ordering more Passports is as simple as clicking HEREǃ

Do you have new staff that need training on the Margarita Trail? We are here to help make the Margarita Trail as seamless and fun as possible for your staff and customers.

Don’t forget the new Margarita Trail App is growing quickly with over 1,000 downloads so far. Make sure your staff knows how it works and feels comfortable scanning the QR codes.

To set up a free training session or if you need any supplies to help market the Margarita Trial, please call or email Ryan Dodge at rhdodge@santafenm.gov or 505-955-6232.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

We're experiencing decreased performance on all newsletters. This may be related to new privacy technologies that are being implemented in mail clients. We will be following these changes and reporting on this on a later date.

September 2018 Performance Metrics

Visits
  • Total Sessions 103,944 (0.23% increase Y/Y)
  • Unique Users 82,521 (0.84% decrease Y/Y)
  • Pages per Session 2.21 (2.79% decrease Y/Y)
  • Average Time on Site 2:29 (6.07% increase Y/Y)
  • Conversion Rate 12.01% (15.40% increase Y/Y)

Visitor Gender
  • 60.48% Female
  • 39.52% Male

Visitor Age
  • 4.99% 18 - 24
  • 18.09% 25 - 34
  • 15.07% 35 - 44
  • 15.88% 45 - 54
  • 23.46% 55 - 64
  • 22.50% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 9/5/2018
    • Number sent: 50,517
    • Number opened: 9,007
    • Open rate: 17.83%
  • TOURISM Santa Fe Marketing Report
    • Sent: 9/12/2018
    • Number sent: 1,129
    • Number opened: 370
    • Open rate: 32.77%
  • Santa Fe Deals and Specials
    • Sent: 9/21/2018
    • Number sent: 32,816
    • Number opened: 6,024
    • Open rate: 18.36%
  • TOURISM Santa Fe Sales Report
    • Sent: 9/27/2018
    • Number sent: 1,135
    • Number opened: 333
    • Open rate: 29.34%


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



SOCIAL MEDIA
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TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
September continued the strong momentum of the TOURISM Santa Fe social media efforts, particularly on Facebook. People Talking About This score increased 17.9% M/M, and engagement saw an 8.7% increase. Instagram continued to see upward growth in followers and engagement, while Pinterest continues to be a steady source of web referrals to santafe.org.

Social Media strategy has revolved around the development and distribution of short-form listicle-style content designed primarily for Facebook and native distribution with the purpose of driving traffic to santafe.org/blog.

As a result of our focus on creating more engaging content, referral traffic from Facebook has increased 42.8% M/M and 143.5% since July. Instagram remains an image-focused platform with a focus on striking photography responsible for growth in engagement and followers

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

September 2018 Performance Metrics
  • Total Page Followers: 65,829 (0.66% increase M/M)
  • People Talking About This (PTAT): 9765 (17.9% increase M/M)
  • Engagement: 26,519 (8.7% increase M/M) * Top Ranking Post: “From mining town, to ghost town, to artist's haven. Come explore the history of the Turquoise Trail in Madrid, just a short drive south of #TheCityDifferent”
    • Likes: 909
    • Comments: 72
    • Reach: 21,915


Join us on Twitter Twitter
Twitter screenshot

September 2018 Performance Metrics
  • Followers: 13,732 (0.59% increase M/M)
  • Monthly Impressions: 74,700 (17.9% decrease M/M)
  • Engagement: 741 (39.2% increase M/M)
  • Top Ranking Post: “This is a land of red and green chile, jaw-dropping sunsets, and adobe-everything. It’s a cultural hub — be it indigenous, literary, artistic, or culinary — and is full of activity options for an eye-opening / mouth-watering / just-plain-needed weekend.”
    • Impressions: 3781
    • Retweets: 16
    • Total engagements: 88


Join us on Instagram Instagram
Instagram screenshot

September 2018 Performance Metrics
  • Followers: 22,461 (2.1% increase M/M)
  • Top Performing Post: “Santa Fe Skyscraper #TheCityDifferent | SantaFe.org”
    • Likes: 903


Join us on Pinterest Pinterest
September 2018 Performance Metrics
  • Followers: 2,507 (1.05% increase M/M)


Read the Santa Fe blog Santa Fe Blog
September Blog Posts
  • Total Blog Views: 14,505 (35.1% increase M/M)
  • Average Time on Blog: 3:16 minutes (12% increase M/M)

Santa Fe Celebrates Indigenous Peoples Day
  • Posted September 26, 2018
  • Views: 58
Experience Balloon Fiesta in a “Different” Way
  • Posted September 12, 2018
  • Views: 182
Fall for these 7 October Events in Santa Fe
  • Posted September 5, 2018
  • Views: 406
Top 5 Viewed Blog Posts in September

15 Culinary Experiences to Excite Your Tastebuds
  • Posted August 13, 2018
  • Views: 2104
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 2215
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 937
The Best Margaritas in the World are in Santa Fe NM
  • Posted February 27, 2018
  • Views: 800
7 Incredible Art Experiences You Can Only Have in Santa Fe
  • Posted March 13, 2018
  • Views: 741


Watch us on Youtbue YouTube
September 2018 Performance Metrics
  • Subscribers: 475 (2.59% increase M/M)
  • Views: 69,257 (29.9% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Monthly
Target market: New Mexico
Flight dates: 9/1/18-9/30/18
Impressions: 300,000
Media Cost: $2,720.00


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: 9/1/18-9/30/18
Impressions: 1,751,019
Media Cost: $10,000.00


Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 9/1/18-9/30/18
Impressions: 769,670
Media Cost: $4,999.99


Varick Media – Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/18-9/30/18
Impressions: 2,699,885
Media Cost: $5,999.99


TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 9/1/18-9/30/18
Impressions: 73,752
Media Cost: $4,206.88


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 9/1/18-9/30/18
Impressions: 17,154
Go Travel Sites sent 190 names, emails and addresses to Santa Fe
Media Cost: $208.33

ZEFR: Youtube Pre-Roll
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 9/1/18-9/30/18
Impressions: 151,529
Media Cost: $10,000.00


Pulsepoint – Native/Social
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 9/1/18-9/30/18
Impressions: 1,441,438
Media Cost: $9,782.60


SEM

Google AdWords
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 9/1/18-9/30/18
Impressions: 98,942
Media Cost: $2,913.19


ARTISTS IN RESIDENCE

Varick Media – Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/18-9/30/18
Impressions: 393,706
Media Cost: $1,566.09





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
In September 2018, a Washington Post feature article, “An Enchanting Search for a Southwestern Ghost” ran in the outlet and syndicated to many other top publications including Chicago Tribune, San Francisco Chronicle, Los Angles Times and Houston Chronicle. Sixty percent of the total earned media value and 61% of the total impressions were driven by this article. The writer, Rachel Walker, visited in July with her family and TSF provided recommendations and assistance with hotels and activities.

The press release promoting Indigenous People’s Day received some coverage locally, as well as in a larger story on ReadersDigest.com.

TOURISM Santa Fe, Public Relations Manager, Joanne Hudson hosted six travel journalists in the destination on September 12-16 from outlets such as GoNomad.com, Southern Bride and New York Family. The itinerary focused on experiences found “Only in Santa Fe.”


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
 
September 2018
  • Pitches: 25 (4% Increase Y/Y)
  • Press Releases: 2 (no change Y/Y)
  • Media Visits: 8 (33% increase Y/Y)
  • Media Contacts: 155 (2% Increase Y/Y)
  • Earned Media: $1,448,044 (33% increase Y/Y)
  • Total Impressions: 214,529,486 (33% Increase Y/Y)

2018 Year To Date
  • Pitches: 511 (14% Increase Y/Y)
  • Press Releases: 16 (12 Decrease Y/Y)
  • Media Visits: 58 (15% Decrease Y/Y)
  • Media Contacts: 1377 (7% Increase Y/Y)
  • Earned Media: $20,238,496 (32% Decrease Y/Y)
  • Total Impressions: 2,025,252,855 (29% Decrease Y/Y)



RECENT ACCOLADES
 
TravelPulse awarded the destination as one of “America's 30 Best Cities for Stunning Art, Architecture” on September 27.


VISITING PRESS
 
The following journalists visited the destination as a part of the “Only in Santa Fe” FAM September 12-16.

  • Eat Travel & Drink – Nicole Sunderland
  • com – Faye Wolfe
  • Southern Bride – Stacey Marcus
  • Freelance (Global Traveler) – Karin Leperi
  • New York Family – Bethany Kandel
  • ca – Parm Parmar

Jonathan Berg from The Royal Tour visited on September 25. Client met with writer during visit to share destination information.

Wendy Wofford-Garcia, The Weekend Gourmet, visited the destination on September 27


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites:

As a result of assisting with blogger Amanda Martin’s visit to the destination, AmandasOK.com provided coverage of the destination with an article entitled "25 Things Kids Can Do for Free” on September 20. Santa Fe can be found on Slide 14.

On Travel provided coverage of the destination with on air and with an article entitled "Santa Fe Has History of Amazing Food and Art” on September 3.

As a result of Kylie Condon visiting the destination, Gay Travel provided coverage of the destination with an article entitled "Lez Explore: Santa Fe” on September 3.

As a result of previously hosting Michele Herrmann, Fodor's Travel provided coverage of the destination with an article entitled "16 Monuments That Honor Some of America’s Most Significant Women” on September 28.

Rosewood Conversations provided coverage of the destination with an article entitled "Paradise Found: Eight Blissful Spots to Read around the World” on September 7. We are tracking for print coverage.

As a result of hosting Skye Sherman for the Wellness FAM, Matador Network provided coverage of the destination with an article entitled "9 Underrated Destinations in the US for a Blowout Girls Trip” on September 10.

Budget Travel provided coverage of the destination with an article entitled "10 American Fall Festivals Every Traveler Should Experience” on September 13.

Travel Channel coverage of the destination with an article entitled "8 Trending Destinations for Your Fall Getaway” on September 14.

Travel Breaking News provided coverage of the destination with the article entitled “In Santa Fe, searching for a ghost and finding enchantment” on September 20.

Eastside Magazine provided coverage of the destination with an article entitled "A Weekend in Santa Fe” on September 20.

Cheapism provided coverage of the destination with an article entitled "25 Things Kids Can Do for Free” on September 20. Santa Fe can be found on Slide 14.

MSN provided coverage of the destination with an article entitled "25 Things Kids Can Do for Free” on September 20. Santa Fe can be found on Slide 14.

TravelPulse provided coverage of the destination with an article entitled "The Best Fall Camping Spot in Each State” on September 27. Santa Fe can be found on Slide 14.


The Royal Tour Blog provided coverage of the destination with an article entitled "Santa Fe: One Huge Art Gallery of a City” on September 25.


TravelPulse provided coverage of the destination with an article entitled "America's 30 Best Cities for Stunning Art, Architecture” on September 27. Santa Fe can be found on Slide 14.


As a result of assisting Paul Heney on an individual media visit in August 2018, TravelPulse provided coverage of the destination with an article entitled "Three Different Art Stops in Santa Fe” on September 24.


As a result of hosting Skye Sherman on the Wellness FAM in June, Matador Network provided coverage of the destination with an article entitled "The 7 best fitness camps in the US that will inspire you to get in shape” on September 28.

As a result of hosting Kristy Alpert, Fodor's Travel provided coverage of the destination with an article entitled "The World’s Most Exclusive Hotel Experiences” on September 7.

Yahooǃ provided coverage of the destination with an article entitled "These Cities (and States) Have Abandoned Columbus Day” on September 28.

Santa Fe Today provided coverage of the destination with an article entitled "Santa Fe Celebrates Indigenous Peoples Day” on September 28.

As a result of assisting Tanvi Chheda on an individual media visit in August 2018, Ciao Bambino provided coverage of the destination with an article entitled "Santa Fe with Kids: Art and Adventure in the Land of Enchantment” on September 30.

As a result of assisting Tanvi Chheda on an individual media visit in August 2018, Ciao Bambino provided coverage of the destination with an article entitled "A Relaxed, Resort-Style Family City Break at La Posada de Santa Fe” on September 30.



Magazines (print/online):

As a result of press release distribution, Reader's Digest provided coverage of the destination with an article entitled "These Cities (and States) Have Abandoned Columbus Day” on September 28.



Newspaper:

The Washington Post provided coverage of the destination with an article entitled "In Santa Fe, searching for a ghost and finding enchantment” on September 14.

Los Angeles Times provided coverage of the destination with the article entitled “In Santa Fe, searching for a ghost and finding enchantment” on September 20.

Chicago Tribune provided coverage of the destination with the article entitled “In Santa Fe, searching for a ghost and finding enchantment” on September 20.

Hartford Courant provided coverage of the destination with the article entitled “In Santa Fe, searching for a ghost and finding enchantment” on September 20.

Chron.com provided coverage of the destination with the article entitled “In Santa Fe, searching for a ghost and finding enchantment” on September 20.

SFGate provided coverage of the destination with the article entitled “In Santa Fe, searching for a ghost and finding enchantment” on September 20.


Broadcast:

As a result of working directly with Travel + Leisure’s editorial team, Santa Fe coverage was secured in the on-air segment of Megyn Kelly TODAY promoting "Family Vacations to Take this Fall – Without Breaking the Bank” on September 5.


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