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TOURISM Santa Fe April 2019
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


The annual Conde Nast Traveler Reader’s Choice Awards poll is live for 2019 and this is an incredibly important opportunity for Santa Fe. As a destination we are listed in the Cities category. Last year Santa Fe took the #2 spot for “Best Small Cities in the US” and we hope to maintain that position or even move to the #1 Small City spot. To accomplish this we need everyone’s help. Please go to www.cntraveler.com/rca/vote and give Santa Fe an excellent rating in every category.

We use this rating, along with all the other outstanding accolades we are able to garner in many ways through the visitor guide and our advertising and public relations efforts. Please help us help ourselves by registering to vote and spreading the word.

Another item of note is that the Governor’s Conference on Tourism is being held in Santa Fe this year, April 28 -30, 2019, and we are hoping to have a great local turnout. With the new administration and leadership in the State Tourism Office, this is a wonderful opportunity to not only show support but also help shape how the office will operate in the months and years ahead. To register, go to newmexicohospitality.org/2019-governors-conference-registration.

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



MARKETING ACTION ITEMS
 
Vote Now for Santa Feǃ 2019 Condé Nast Traveler Readers’ Choice Awards

Register for the NMHA 2019 Governor’s Conference



Vote Now for Santa Feǃ 2019 Condé Nast Traveler Readers’ Choice Awards



Voting is now open in the Condé Nast Traveler 2019 Readers’ Choice Awards and Santa Fe is a nominee in the “Cities” category. Last year Santa Fe took the #2 spot as the “Best Small City in the U.S.” We need your help to get to #1. Please be share this voting opportunity with your employees, friends and family and vote now.

A few pointers for voting for Santa Fe:

  1. Go to cntraveler.com/rca/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 signed 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.
  4. Continue through the voting form and answer a few additional questions to share your thoughts on Santa Fe.

In addition to Santa Fe, the following local businesses are also nominated. Congratulations to all of the nomineesǃ
Hotels:
  • Eldorado Hotel & Spa
  • Four Seasons Resort Rancho Encantado Santa Fe
  • Hacienda del Cerezo
  • Hilton Santa Fe Buffalo Thunder
  • Hilton Santa Fe Historic Plaza
  • Hotel St. Francis
  • Hotel Santa Fe
  • Inn and Spa at Loretto
  • Inn of the Five Graces
  • Inn on the Alameda
  • La Fonda on the Plaza
  • La Posada de Santa Fe, a Tribute Portfolio Resort & Spa
  • Rosewood Inn of the Anasazi
  • Sunrise Springs Spa Resort
  • Ten Thousand Waves
Destination Spas:
  • Ten Thousand Waves
Ski Resorts:
  • Ski Santa Fe
For each survey completed, you are entered to win a Conde Nast Traveler sponsored dream getaway for two. The more you vote, the more chances you have to winǃ The survey is live through July 30, 2019. Let’s get out the vote for Santa Feǃ


Register for the NMHA 2019 Governor’s Conference



New Mexico's marquee industry event, featuring quality educational programs & industry networkingǃ The 2019 New Mexico True 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. Learn more and register today.



MARKETING INFORMATION ITEMS
 
TSF Desk Sides in New York

Santa Fe Artists in Residence Program Results

New Margarita Trail Brochures Are Now Available




TSF Desk Sides in New York



TSF Public Relations Manager, Joanne Hudson, conducted press desk sides in New York from March 27-29 and met with the following journalists and publications:
  • Travel + Leisure, Siobhan Reed
  • Conde Nast Traveler, Lale Arikoglu
  • CNN Travel, Lilit Marcus
  • Sherman’s Travel, Lauren Dana
  • Rachel Ray Show, Tommy Crudup
  • com, Laurie Werner
  • Freelance (Fathom), Linda Cabasin
  • Freelance (POPSUGAR, Brit+Co), Katherine Parker-Magyar
  • Freelance (Architectural Digest, Oyster), Stefanie Waldek



Santa Fe Artists in Residence Program Results



Thanks to all of the Santa Fe hotels and galleries who helped make the second annual Santa Fe Artists in Residence program a successǃ Below are key highlights from the promotion:

  • Program Period: November 1, 2018 – February 28, 2019

  • Participants: Eight hotels and three galleries featured 49 artists Note: The 2017/18 promotion featured 14 Hotels and 70 Artists. Gallery participation was introduced for the first time during the 2018/19 promotion.

  • Advertising/Paid Media
    • Total Campaign Budget: $36,524 (including a net media budget of $28,750 + fees) Note: The 2017/18 Total Campaign Budget was $35,000 (including a net media budget of $31,525 + fees).
    • Advertising Campaign Timeframe: September 24, 2018 – February 7, 2019 Note: Paid advertising was in market 5 weeks before the 2017/18 AIR campaign.
    • Tactics: Endemic (Print and Digital): ArtNews, Artists Network, Southwest Art and programmatic display through Varick
    • Total Impressions: 8,552,037 (DOWN 5.38% Y/Y)

  • Promotional Landing Page
    • Total Page Views: 12,105 (UP 3.9% Y/Y) Note: The Promotional Landing Page for the 2018/19 AIR promotion was launched on 9/21/18, approximately one month earlier than the 2017/18 campaign.
    • Average Time on Page: 4:07 (UP 25% Y/Y)
    • Top Three Geo-Locations Driving Traffic: Dallas (6.12% of traffic); Denver (4.81% of traffic); Albuquerque (4.43% of traffic)

  • Public Relations
    • Pitches: 48 individual pitches, desk side pitches and HARO’s
    • Press Release: 11/1/18 “Santa Fe Artists in Residence Program Returns to Hotels, add Galleries for Second Year”

  • Social Media (Un-Paid)
    • Posts: 11 Facebook and 5 Twitter Post for a Total Reach of 31,156
    • Blog: 10/22/18 “Santa Fe Artists in Residence”; 1,928 Total Page Views

Click here to view the full report.


New Margarita Trail Brochures Are Now Available



TSF has just finished a refresh of the Margarita Trail program with a new brochure, take away cards and a counter display for your business. If you want to utilize any of these new tools to promote the program, please contact Ryan Dodge at the info below. There is no cost to you for these items. Your guests and customers will enjoy one of the most unique and memorable experiences in Santa Fe with 15 new Margarita Trail stops on the app and a total of 45 locations on the Trail to enjoyǃ Learn more by visiting santafemargaritatrail.com.

Remember that participants using the app get all margarita recipes on the Trail and they receive a $1 discount on each margarita. They also earn prizes as they work their way along the Trail like T-shirts, membership to the exclusive Margarita Society, The Great Margarita Book or a special bartender kit. If any of your guests have a paper passport, they can transfer their stamps to a newly purchased app at ANY of our three Visitor Centers in town.

For your free Margarita Trail marketing kit, please reach out to Ryan Dodge at rhdodge@santafenm.gov or call 505-955-6232. Thank you for telling people about the Santa Fe Margarita Trailǃ



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

March 2019 Performance Metrics

Visits
  • Total Sessions 117,567 (14.7% increase Y/Y)
  • Unique Users 95,449 (16.0% increase Y/Y)
  • Pages per Session 2.17 (9.0% decrease Y/Y)
  • Average Time on Site 2:14 (13.0% decrease Y/Y)
  • Conversion Rate 27.7% (120.8% increase Y/Y)

Visitor Gender
  • 58.7% Female
  • 41.3% Male

Visitor Age
  • 5.4% 18 - 24
  • 21.2% 25 - 34
  • 17.7% 35 - 44
  • 17.0% 45 - 54
  • 19.8% 55 - 64
  • 19.0% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 03/06/2019
    • Number sent: 54,531
    • Number opened: 9,502
    • Open rate: 17.4%
  • TOURISM Santa Fe Marketing Report
    • Sent: 03/13/2019
    • Number sent: 1,162
    • Number opened: 483
    • Open rate: 41.6%
  • Santa Fe Deals and Specials
    • Sent: 03/22/2019
    • Number sent: 37,754
    • Number opened: 6,867
    • Open rate: 18.2%
  • TOURISM Santa Fe Sales Report
    • Sent: 03/27/2019
    • Number sent: 1,167
    • Number opened: 476
    • Open rate: 40.8%

✝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
 
After a slight downtick in February, performance metrics rebounded strongly in March. Facebook engagement and PTAT saw strong growth, with 77.5% and 48.7% increases respectively M/M. Twitter also saw a swell in impressions (30.96% increase M/M) and engagement (50.6% increase M/M). Instagram continued to be the quickest growing platform, with a 1.7% increase in followers this month.

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

March 2019 Performance Metrics
  • Total Page Followers: 68,284 (0.92% increase M/M)
  • People Talking About This (PTAT): 14,852 (77.5% increase M/M)
  • Engagement: 41,835 (48.7% increase M/M)
  • op 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 bit.ly/TurquoiseTrailMadrid
    • Reactions: 900
    • Comments: 80
    • Reach: 33,929


Join us on Twitter Twitter
Twitter screenshot

March 2019 Performance Metrics
  • Followers: 14,203 (.69% increase M/M)
  • Monthly Impressions: 80,800 (30.96% increase M/M)
  • Engagement: 1172 (50.6% increase M/M)
  • Top Ranking Post: “Santa Fe has always been a mecca for those who love margaritas— so it's only fitting that Santa Fe has come to create The Santa Fe Margarita Trail. bit.ly/2hdQyJj #TheCityDifferent”
    • Impressions: 2,215
    • Retweets: 13
    • Total engagements: 87


Join us on Instagram Instagram
Instagram screenshot

March 2019 Performance Metrics
  • Followers: 25,543 (1.79% increase M/M)
  • Top Performing Post: “Spring has sprung in Santa Fe. #TheCityDifferent | SantaFe.org”
    • Likes: 2,383


Join us on Pinterest Pinterest
February 2019 Performance Metrics
  • Followers: 2594 (0.74% increase M/M)


Read the Santa Fe blog Santa Fe Blog
March 2019 Performance Metrics
  • Total Blog Views: 19,244 (34.4% increase M/M)
  • Average Time on Blog: 2:50 minutes (220.8% increase M/M)

March Blog Posts

The Kids are Free for Your Families Santa Fe Spring Break
  • Posted March 5, 2019
  • Views: 64
Santa Fe’s Performing Arts Take Center State This Spring
  • Posted March 13, 2019
  • Views: 37
4 Don’t Miss Trails in Santa Fe County
  • Posted March 19, 2019
  • Views: 489

Top 5 Viewed Blog Posts in March

Your 2019 Santa Fe Bucket List
  • Posted December 20, 2018
  • Views: 6,393
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 3,226
Santa Fe Artists in Residence
  • Updated December 18, 2018
  • Views: 1,180
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 874
Can’t Miss Santa Fe Experiences
  • Posted October 16, 2018
  • Views: 702


Watch us on Youtbue YouTube
February 2019 Performance Metrics
  • Subscribers: 506 (1.61% increase M/M)
  • Views: 2700 (3.53% increase M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 3/1/19-3/31/19
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: 3/1/19-3/31/19
Impressions: 2,266,980
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: 3/1/19-3/31/19
Impressions: 779,681
Media Cost: $4,999.99


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 3/1/19-3/31/19
Impressions: 14,857
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: 3/1/19-3/31/19
Impressions: 363,374
Media Cost: $5,363.04


Varick Media: Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 3/1/19-3/31/19
Impressions: 1,388,428
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: 3/1/19-3/31/19
Impressions: 3,603,327
Media Cost: $10,333.33


VideoAmp: OTT/CTV
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 3/1/19-3/31/19
Impressions: 204,809
Media Cost: $6,071.39
Link to video: youtu.be/wTf1XQjIN4k


SEM

Google AdWords: Paid Search
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 3/1/19-3/31/19
Impressions: 242,012
Media Cost: $14,020.32


KIDS FREE PROMO

Varick Media: Programmatic/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 3/1/19-3/31/19
Impressions: 2,222,825
Media Cost: $6,888.89


Pressboard/Family Vacation Critic: Native/Sponsored Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 3/1/19-3/31/19
Impressions: 3,406
Media Cost: $476.79


ARTISTS IN RESIDENCE

ArtistsNetwork.com: Endemic Social Media Program
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 3/1/19-3/31/19
Impressions: 3,134
Media Cost: $0.00 (added value)





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
Much of the earned media coverage this month was driven by “Spring Break” themed articles, with four pieces placed in high reaching outlets including Travel Channel, Apartment Therapy, Matador Network and Thrillist. These four articles amounted to 57 percent of this month’s earned media value. The story in Cosmopolitan, “15 Trips Every Woman Should Take with Her Friends” syndicated to MSN and Yahoo, and together garnered 26 percent of the month’s total media value.

Last year, March 2018, high profile coverage from Wall Street Journal, The New York Times and USA Today amounted to 65% of the total value, which explains a large portion of the decrease in media value year over year.


News to Use, Utilize Our Press Releases


Check in with the Current Releases section of the santafe.org website for press releases that you can use, redistribute or reference.


PUBLIC RELATIONS PERFORMANCE METRICS
 
February 2019
  • Pitches: 55 (5% increase Y/Y)
  • Press Releases: 1 (100% increase Y/Y)
  • Media Visits: 8 (166% increase Y/Y)
  • Media Contacts: 151 (6% increase Y/Y)
  • Total Impressions: 96,491,663 (58% decrease Y/Y)
  • Earned Media: $887,733 (68% decrease Y/Y)

2019 Year To Date
  • Pitches: 366 (4% increase Y/Y)
  • Press Releases: 3 (25% decrease Y/Y)
  • Media Visits: 19 (6% increase Y/Y)
  • Media Contacts: 524 (6% increase Y/Y)
  • Total Impressions: 729,917,060 (53% increase Y/Y)
  • Earned Media: $6,037,071 (31% decrease Y/Y)



RECENT ACCOLADES
 
Matador Network awarded Santa Fe “The best spring break destination in every state” on March 11.

Apartment Therapy awarded Santa Fe the “Best Local Spring Break Spot in Every State Across the U.S.” on March 15.

Travel + Leisure awarded Santa Fe one of the “Best Places to Travel in June” on March 19.


VISITING PRESS
 
Chris Elliott, USA Today & Washington Post, visited the destination 3/13-4/11.

Carolynn Mostyn, GateHouse Media, visited the destination 3/10-12.

Tony Wang, Look Who’s Blogging, visited the destination 3/12-13.

Brent Crane, Penta, visited the destination 3/21-24.

Rachel Ng, AAA New Mexico Journey, visited the destination 3/23-25.

Anna Hobbs, Ignite Magazine (Canada), visited the destination 3/25-27.

Cameron Martindell, SKI Magazine, Elevation Outdoors & Colorado Expressions, visited the destination 3/25-29.

Nina Ruggiero, Travel + Leisure, visited the destination 3/27.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

Travel Channel provided coverage of the destination with an article entitled "10 Spring Break Destinations for Families with Teens in Tow” on March 4. Santa Fe can be found on Slide #4.

Family Traveller featured the destination in an article entitled “9 Gorgeous and Historic Hotels in the US That Will Immerse Kids in the Past” on March 4.

As a result of hosting Matt Meltzer on the Ski Santa Fe FAM in January 2019, Matador Network featured Santa Fe in an article entitled, “The best spring break destination in every state” on March 11.

As a result of hosting Karin Leperi on the September 2018 FAM, Global Traveler featured Santa Fe in an article entitled “La Fonda on the Plaza Review” on March 12.

As a result of previously hosting Brittany Anas, Livability featured the destination in an article entitled “This Small City Is Home to the Coolest Art Museum You'll Ever Visit” on March 13.

Apartment Therapy featured the destination in an article entitled “This Is the Best Local Spring Break Spot in Every State Across the U.S.” on March 15.

Travel + Leisure featured Santa Fe in an article entitled, “Best Places to Travel in June” on March 19.

Thrillist featured Santa Fe in an article entitled, “America's Most Beautiful Springtime Destinations” on March 28.

ShermansTravel featured Santa Fe in an article entitled, “7 Sprawling U.S. Resorts That Offer Easy Access to the Outdoors” on March 29.

Magazines (print/online)

As a result of hosting Bethany Kandel on the September 2018 FAM, New York Family provided coverage of the destination with article entitled "Destination: Santa Fe, New Mexico” on February 1. This article also appeared in the March 2019 print issue.

As a result of the partnership with Samantha Brown, Local Flavor featured Santa Fe in an article entitled “The Buzz” in the March issue.

Cosmopolitan featured the destination in an article entitled “15 Trips Every Woman Should Take With Her Friends” on March 8 as a result of media outreach.

This coverage was also syndicated to the below outlets:
San Antonio Magazine featured Santa Fe in an article entitled, “Awe-Inspiring Adobe in Santa Fe” on March 19.

As a result of previously hosting Laurel Herman, Editorial Director, Prevue featured Santa Fe in an article entitled, “Creative Incentives” in the March/April 2019 issue.


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