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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Over the past several newsletters, we have discussed the various apps that are being offered in support of tourism in Santa Fe. The Margarita Trail, the Santa Fe Wayfinder App and the Kids Culture Passport are all available to download, and I am pleased to announce that we are adding yet another in support of the Visual Arts. The Santa Fe Art Experience App through a partnership with The Curt Doty Company, will list all identified art galleries and artist studios in the city at no cost to the gallery or studio.

Regardless of what arts district you are in, you will be able to pinpoint where you are and what galleries are in your immediate vicinity along with a page of current information on the galleries including contact information, category of art, and additional updates on current shows and art events. Galleries will also have the opportunity to have up to three videos produced at a very reasonable price serving as additional content to the listing and showing more completely, what lies behind the door to the gallery.

For partners that do not operate art galleries, there is also an opportunity for businesses in each of the identified arts districts to advertise what they offer. While intended primarily for restaurants and retail, it can be a great opportunity for any business interested in getting in front of the Santa Fe visitor and/or discerning art buyer.

Curt Doty, the principle partner in the app can be reached at artexperienceSF@gmail.com or 505-467-8212 for additional information. Our target to launch this app is October 2018.


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



MARKETING ACTION ITEMS
 
Information Needed for 2019 Santa Fe Visitors Guide

Submit your 2019 OTAB Grant Application

Join Meow Wolf Educator Appreciation Program




Information Needed for 2019 Santa Fe Visitors Guide



Work has started on the 2019 Official Santa Fe Visitors Guide and we are requesting your updated information.

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.

The deadline to submit your responses is October 15, 2018. If you have questions, contact Athena Martinez at ammartinez@santafenm.gov or 505-955-6214.


Submit your 2019 OTAB Grant Application



TOURISM Santa Fe announces the opening of the application period for Occupancy Tax Advisory Board (OTAB) grants for use in calendar year 2019.

TOURISM Santa Fe is now accepting 2019 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.


Join Meow Wolf Educator Appreciation Program



Meow Wolf recognizes the importance of educators, administrators and school staff in the community and also recognizes that New Mexico has some of the nation’s lowest teacher salary rates. Meow Wolf has announced their new Educator Appreciation Program which will support New Mexico educators by offering an ongoing discount and is asking that Santa Fe businesses join the program as wellǃ

The Educator Appreciation Program offers a 50 percent discount to all New Mexico K-12 public educators and school administrators who show their school ID card. At Meow Wolf, this means 50 percent off regular-priced adult admission for each educator who visits House Of Eternal Return in Santa Fe. There is no price to join the program but Meow Wolf asks that all local businesses offer a 50 percent off discount of some kind to educators for the program’s first year from August 14, 2018 through August 12, 2019.

Click here to learn more and join the program today.



MARKETING INFORMATION ITEMS
 
TSF Takes Gold in the Travel Weekly Magellan Awards

New Santa Fe Wayfinder App

Santa Fe Margarita Trail



TSF Takes Gold in the Travel Weekly Magellan Awards



For the second consecutive year, Santa Fe has been victorious in the annual Travel Weekly Magellan Awards in the Destinations Category. TOURISM Santa Fe’s destination marketing campaign “Santa Fe is for Art Lovers” was honored with the Gold Magellan Award. The winning campaign focused on a number of promotional efforts completed in 2017 relating to the destination’s art offerings including the new Santa Fe Artists in Residence program.

Last year, Santa Fe won the Silver Magellan Award for the PR campaign surrounding the launch of the Santa Fe Margarita Trail. The complete list of 2018 winners is available online now at travelweeklyawards.com/winners and will appear in the magazine’s October issue.


New Santa Fe Wayfinder App



The Santa Fe Wayfinder App is live and available for download in both the App Store and Google Play. This new App provides quick and easy information about Santa Fe’s most popular restaurants, galleries, museums, hotels, and more.

Your Business Listings are being pulled directly from santafe.org to populate the App. Please download the App, find your listing, and review your image and description for accuracy.

If you’d like to update your image and/or description, login to your account on santafe.org and edit the listing from your dashboard. Once your updates are validated, they will automatically appear in the App.

Click here to download the Santa Fe Wayfinder App and to learn more about all of our Self-Guided apps.


Santa Fe Margarita Trail



Need Supplies or Staff training? Order more paper Passports, get additional stamps or have a quick retraining on the Margarita Trail program for your staff. We are here to help make the Margarita Trail as seamless and fun as possible for your staff and customers. The new App is growing quickly with over 1,000 downloads so far and we want to make sure your staff knows how it works and feels comfortable scanning the QR codes. Please reach out if you need anything regarding the Margarita Trail. Ordering more Passports is as simple as clicking HEREǃ

Don’t forget there are two version of the Margarita Trail App; one that is free and one that is $3.99. Both versions give step by step directions on where your closest margarita is located. Let us come and refresh your staff on the program detailsǃ

Please call or email Ryan Dodge at rhdodge@santafenm.gov or 505-955-6232 to set up a free training with your staff.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot


Website traffic is up Y/Y buoyed by advertising spends. The website also saw increased social referrals (Facebook, specifically, improved 100% Y/Y) and site referrals (the santafe.com calendar and newmexico.org delivered about 1,500 visitors).

The Santa Fe Music Week landing page experienced a huge traffic boost driven by advertising spends early in the month, becoming the #3 page on the site and receiving 4.6% of all traffic.

As it typical with advertising-driven traffic, engagement dropped over this period. Likewise, the conversion rate was down, even though by the numbers, there were more total conversions Y/Y.

August 2018 Performance Metrics

Visits
  • Total Sessions 127,079 (35.31% increase Y/Y)
  • Unique Users 102,556 (35.97% increase Y/Y)
  • Pages per Session 1.18 (10.16% decrease Y/Y)
  • Average Time on Site 2:26 (6.86% decrease Y/Y)
  • Conversion Rate 9.28% (12.14% decrease Y/Y)

Visitor Gender
  • 58.57% Female
  • 41.43% Male

Visitor Age
  • 7.19% 18 - 24
  • 18.66% 25 - 34
  • 15.71% 35 - 44
  • 16.16% 45 - 54
  • 22.53% 55 - 64
  • 19.75% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 8/7/2018
    • Number sent: 50,056
    • Number opened: 9,108
    • Open rate: 18.25%
  • TOURISM Santa Fe Marketing Report
    • Sent: 8/8/2018
    • Number sent: 1,136
    • Number opened: 359
    • Open rate: 31.88%
  • Santa Fe Deals and Specials
    • Sent: 8/16/2018
    • Number sent: 32,148
    • Number opened: 6,056
    • Open rate: 18.88%
  • TOURISM Santa Fe Sales Report
    • Sent: 8/22/2018
    • Number sent: 1,126
    • Number opened: 392
    • Open rate: 34.88%
  • Autumn Days the Santa Fe Way
    • Sent: 8/31/2018
    • Number sent: 25,596
    • Number opened: 5,636
    • Open rate: 22.02%


✝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
 
August continued to build upon previous momentum of the TOURISM Santa Fe social media efforts. Twitter Engagement saw a month over month gain of 22.9%, while PTAT scores on Facebook increased 9.7%. Instagram engagement and followers continued to climb as well.

Increases can be attributed to a greater understanding of the audiences and content available. Rather than creating content and distributing through all channels, content is being matched to the strengths of each platform. As a result, website referrals from Twitter and Facebook are up 14.7% & 70.5% respectively, while image-heavy content on Instagram is fueling continued growth and engagement .

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

August 2018 Performance Metrics
  • Total Page Followers: 65,397 (0.80% increase M/M)
  • People Talking About This (PTAT): 8280 (9.7% increase M/M)
  • Engagement: 24,386 (6.7% decrease M/M) * Top Ranking Post: “USA Today counts down their “9 must-see historic sites in Santa Fe”. Anything they missed? #TheCityDifferent”
    • Likes: 455
    • Comments: 27
    • Reach: 25,881


Join us on Twitter Twitter
Twitter screenshot

August 2018 Performance Metrics
  • Followers: 13,652 (0.66% increase M/M)
  • Monthly Impressions: 91,000 (1.0% decrease M/M)
  • Engagement: 884 (22.9% increase M/M)
  • Top Ranking Post: “Bowl of Green> Pot of Gold. #TheCityDifferent|SantaFe.org”
    • Impressions: 5682
    • Retweets: 24
    • Total engagements: 206


Join us on Instagram Instagram
Instagram screenshot

August 2018 Performance Metrics
  • Followers: 22,000 (2.33% increase M/M)
  • Top Performing Post: “Bowl of Green> Pot of Gold. #TheCityDifferent|SantaFe.org”
    • Likes: 1,266


Join us on Pinterest Pinterest
August 2018 Performance Metrics
  • Followers: 2,481 (1.18% increase M/M)


Read the Santa Fe blog Santa Fe Blog
August Blog Posts

15 Culinary Experiences to Excite Your Tastebuds
  • Posted August 13, 2018
  • Views: 807
9 Events You Can’t Miss in Santa Fe This September
  • Posted August 14, 2018
  • Views: 244
The Complete Guide to Santa Fe Wine & Chile
  • Posted August 29, 2018
  • Views: 30
Top 5 Viewed Blog Posts in August

A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 1034
15 Culinary Experiences to Excite Your Tastebuds
  • Posted August 13, 2018
  • Views: 807
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 423
The Best Margaritas in the World are in Santa Fe NM
  • Posted February 27, 2018
  • Views: 402
9 Santa Fe December Events to Enjoy the Season
  • Posted October 31, 2017
  • Views: 312


Watch us on Youtbue YouTube
August 2018 Performance Metrics
  • Subscribers: 463 (4.51% increase M/M)
  • Views: 98,872 (.06% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 8/1/18-8/31/18
Impressions: 300,000
Media Cost: $2,720.00


Phoenix Magazine
Target market: Phoenix, AZ
Flight dates: 8/1/18-8/31/18
Impressions: 80,000
Media Cost: $4,080.00


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: 8/1/18-8/31/18
Impressions: 2,019,754
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: 8/1/18-8/31/18
Impressions: 840,354
Media Cost: $5,000.00


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 8/1/18-8/31/18
Impressions: 17,785
Go Travel Sites sent 216 names, emails and addresses to Santa Fe
Media Cost: $208.33

TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 8/1/18-8/31/18
Impressions: 14,873
Media Cost: $2,974.13


ZEFR: Youtube Pre-Roll
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 8/1/18-8/31/18
Impressions: 169,515
Media Cost: $10,000.00


Varick Media – Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 8/1/18-8/31/18
Impressions: 3,055,422
Media Cost: $5,999.99


Pulsepoint – Native/Social
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 8/1/18-8/31/18
Impressions: 519,865
Media Cost: $10,108.65


SEM
Google AdWords
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 8/1/18-8/31/18
Impressions: 136,888
Media Cost: $4,488.72





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
In August 2018, we saw a strong month of public relations earned media results that show major gains year over year when compared to 2017. August 2017 was one of the lowest months for earned media in recent history which explains the large percentage increases in both the earned media and total impressions metrics.

In August 2018, 21% of our total impressions resulted from coverage surrounding the Travel+Leisure World’s Best Awards that resulted from our “get out the vote” efforts. The majority of our coverage this month came from media outreach and HARO efforts resulting in 75% of the total impressions and 81% of the earned media dollar value.

TOURISM Santa Fe, Public Relations Manager, Joanne Hudson conducted desk side media appointment in San Francisco, August 7-10, 2018. Joanne met with 12 journalists representing outlets like Sunset Magazine, AFAR, Meetings Today, Smart Meetings, AAA VIA, The San Francisco Chronicle and more.


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
 
August 2018
  • Pitches: 32 (36% Decrease Y/Y)
  • Press Releases: 0 (100% Decrease Y/Y)
  • Media Visits: 9 (200% increase Y/Y)
  • Media Contacts: 173 (21% Increase Y/Y)
  • Earned Media: $1,033,734 (181% increase Y/Y)
  • Total Impressions: 123,245,949 (1400% Increase Y/Y)

2018 Year To Date
  • Pitches: 486 (25% Increase Y/Y)
  • Press Releases: 13 (13.3 Decrease Y/Y)
  • Media Visits: 50 (9% Decrease Y/Y)
  • Media Contacts: 1222 (8% Increase Y/Y)
  • Earned Media: $18,790,452 (34% Decrease Y/Y)
  • Total Impressions: 1,820,754,344 (33% Increase Y/Y)



RECENT ACCOLADES
 
Travel + Leisure awarded Sunrise Springs as #3 in a list of “The Top 10 Domestic Destination Spas” on in the August Print issue.

Travel + Leisure awarded the destination #4 in the list of “The Top 15 Cities in the United States” in the August Print issue.

Travel + Leisure awarded Inn of the Five Graces as #9 in a list of “The 15 Best City Hotels in the Continental United States” in the August Print issue.


VISITING PRESS
 
Jen Pinkston, writer for The Effortless Chic, visited the destination August 1-3.

Freelance writer Melody Ip, visited the destination August 3-7.

Paul Heney, writer for TravelPulse, visited the destination August 6-7.

Freelance writer Tanvi Chheda visited the destination August 7-8 on assignment for Ciao Bambino.

A group of 6 bloggers from Spain representing www.mueroporviajar.com, www.365sabadosviajando.com and www.monstravelblog.com visited the destination on August 15.

Freelance writer Marlene Shyer visited the destination on August 19-21, on assignment for Passport Magazine.

AAA Texas Journey Editor, Jim Benning, visited the destination on August 31.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Women Fitness provided coverage of the destination with an article entitled "19 Best Fitness Destinations For 2018” on July 7.

Orbitz outlet provided coverage of the destination with an article entitled "The best places to vacation naked in all 50 states” on August 29.

MSN ran syndicated coverage of the BestProducts.com article, "Urban Oasis Alert: See Our Master List of the Most Beautiful Cities in the World” on July 11.

Popular Mechanics outlet provided coverage of the destination with an online article entitled, "I Am Become Opera: An Atomic Show In the Shadow of Los Alamos” on July 27.

Yahoo ran syndicated coverage of the BestProducts.com article, "The 50 Best Places to Visit in the USA” on August 1.

TravelPulse provided coverage of the destination with an article entitled "30 Cities You Can Experience in One Weekend” on August 2. Santa Fe can be found on Slide 17.

Travel Channel provided coverage of the destination with an online article entitled, "How to Gain Access to Private Perks While Traveling” on August 10.

As a result of a hosting Caleigh Alleyne in the destination for the Ski Santa Fe 2018 FAM, CTV News Vancouver provided coverage of the destination with an online television clip entitled, "Tips for Travelling on a Budget” on August 14.

As a result of a hosting Caleigh Alleyne in the destination for Ski Santa Fe, Travel + Design provided coverage of the destination with an online article entitled, "Frequent flyers share their tips for saving money on airfare” on August 14.

Groesbeck Journal provided coverage of the destination with an article entitled "The Traveling Gentleman” on August 16, which resulted from hosting Michael Satterfield on an individual press trip in June 2018.

As a result of hosting Jill Robbins in June 2018, Ripped Jeans & Bifocals provided coverage of the destination with an article entitled "Where to Stay in Santa Fe When Traveling with Kids” on August 22.


As a result of hosting Jill Fergus on a press trip and ongoing media relations, Best Products provided coverage of the destination with an article entitled "35 Winter Vacation Destinations For A Wow-Worthy Getaway” on August 27. Santa Fe can be found on Slide 34.

Orbitz provided coverage of the destination with an online article entitled, "The best places for a bachelorette party in all 50 states” on July 9.


Magazines (print/online):

Travel + Leisure included the destination in an article entitled “The 15 Best City Hotels in the Continental United States” in the August print issue.

Travel + Leisure included the destination in an article entitled “The Top 10 Domestic Destination Spas” in the August print issue.

Travel + Leisure included the destination in an article entitled “The Top 15 Cities in the United States” in the August print issue.

Outside Magazine featured the destination in an article entitled “The Dream Town Blueprint” in the August 2018 issue.

Fort Worth Magazine provided coverage of the destination with an article entitled "Stay, Eat and Play in Sante Fe” on August 27.

TravelAge West provided coverage of the destination with an online article entitled, "4 Under-The-Radar U.S. Hot Spots for Traveling Families” on August 5.


Newspaper:

Los Angeles Times included the destination in an article entitled “Travel + Leisure readers chose the best cities in the world. Not on the list: Los Angeles” on August 24.

Broadcast:
KRQE.com provided coverage of the destination with an on-air segment focusing on "Santa Fe Music Week August 24 - September 3” on August 3.


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