View as webpage   
 
TOURISM Santa Fe December 2019
Marketing Report
TOURISM Santa Fe
  Join us on Facebook See us on Flickr See us on YouTube Follow our Tweets Watch us on YouTube See us on Instagram

MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


As we come to the close of our calendar year, it is fun to look back and see all the progress made in 2019. In addition to an increase in tourism of 6.5%, as measured by lodger’s tax collections, we have accomplished some things of particular note. In June we held the first annual GFNY Santa Fe bike event with over 350 participants, of which more than 15% were international registrants. The Hospitality Association of NM singled it out as the best new event of the year in the entire state. In July we initiated Art Week, another new event, with over 100 galleries, museums and organizations participating in its production. And in August, the second annual Music Week featured Ringo Starr and Kacey Musgraves as headline entertainers at the Santa Fe Opera.

Accolades continued to roll in as well:
And these were just the most notable recognitions – any one of which would make it a successful year for most destinationsǃ

But that was the past and now we must continue to strive for excellence and continued recognition. The Travel + Leisure reader’s poll is already open for voting and with everyone’s help we will rank as well in 2020. Please continue to recognize the importance of service excellence and the need for new experiences to keep Santa Fe in the forefront of the traveler’s consideration. How fortunate we are to live and work in Santa Feǃ

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



MARKETING ACTION ITEMS
 
[Vote Today] 2020 Travel + Leisure World’s Best Awards

[New] Add Your Kids Free Spring Break Offers

[Place Your Order] New 2020 Official Santa Fe Visitors Guide

[Last Chance] Register for Google Workshops for Tourism Businesses



[Vote Today] 2020 Travel + Leisure World’s Best Awards



Voting is now open for the 2020 Travel + Leisure World’s Best Awards. Last year, Santa Fe was ranked the #2 city in the U.S. and the #14 city in the world. We need your help to get to #1ǃ

Here are a few pointers for voting: Create a new account for the 2020 survey. When prompted to answer questions about your travels over the last 3 years, select United States as the Region, New Mexico as the State, and choose Cities in the Categories section. From there you will be able to select Santa Fe. Be sure to rank Santa Fe “excellent” in all categories. Vote hereǃ

Please help us spread the word and share this voting opportunity with your employees, friends, and family.

Let’s also show our support for the following hotel partners who are included in the Hotels and Destination Spas categories:
  • Hotels
    • Antigua Inn
    • Eldorado Hotel & Spa
    • Four Seasons Resort Rancho Encantado
    • Hotel Santa Fe The Hacienda & Spa
    • Inn and Spa at Loretto
    • Inn of the Five Graces
    • Inn on the Alameda
    • La Fonda on the Plaza
    • La Posada de Santa Fe
    • Rosewood Inn of the Anasazi
  • Destination Spas
    • Ten Thousand Waves
    • Sunrise Springs Spa Resort
    • Ojo Caliente Mineral Springs Resort & Spa
Complete the survey and you will be entered to win one of Travel + Leisure’s international travel prizes. Voting closes on March 2, 2020, but vote now. All results will appear in the August 2020 issue of Travel + Leisure and on the Travel + Leisure website.


[New] Add Your Kids Free Spring Break Offers



It is time to add your 2020 Santa Fe Kids Free Spring Break offersǃ Now in its fifth year, this citywide promotion has proven to be a great success for Santa Fe business partners. Let’s continue to build upon our success with great offers that will attract families looking for a different kind of family fun this Spring Breakǃ

The dedicated landing page promoting Kids Free Spring Break will launch on Monday, December 16. Be sure to submit your offers now and they will be posted when the page goes live. Offers that are posted by the end of the month will be featured in a nationally-distributed press release. You may also have the opportunity to be featured in a Texas Monthly Trip Guide to be published early next year.

Things to know before posting your offer:
  • Offers must be valid during the Kids Free Spring Break promotional period of March 1 – April 15, 2020 and must last the entire promotion. You may provide any restrictions or blackout dates in the Offer Pricing and Date Restrictions box.
  • Offers submitted to the Kids Free Spring Break landing page must include a free offer for kids. If you are not offering something free for kids, your offer will not be approved.
  • High resolution, horizontal images with an aspect ratio of 3:2 are preferable and will fit best in the layout. Logos or any image that includes a logo will not be approved.
  • You can list multiple offers, but must submit a new form for each. Remember that each offer is limited to a single category.
To get started, login to your Business Partner dashboard on santafe.org. Click on the blue button that says, “Add Your Spring Break Offers.” Please read all of the instructions and complete the form. Click “Add Offer” to submit the form.

Keep in mind that the landing page goes live on December 16, so you will not immediately be able to view your posts. However, you can preview or edit your offer anytime from the offer management page.

If you need assistance logging in or completing the form, contact us at business@santafe.org or call Athena Martinez at 505-955-6214.


[Place Your Order] New 2020 Official Santa Fe Visitors Guide



The 2020 Official Santa Fe Visitors Guide will arrive by the end of December. Be sure to have the new guide available for your guests arriving this winter. Place your bulk orders now for the guide using our online order form and we will notify you as soon as they are ready to be picked up at the beginning of the year.


[Last Chance] Register for Google Workshops for Tourism Businesses



The New Mexico Tourism Department (NMTD) is happy to announce a free, hands-on digital education workshop for the tourism industry on how businesses can expand exposure within Google’s products and improve conversion of digital audiences to actual customers.

The Santa Fe workshop will take place tomorrow, Thursday, December 12 from 3:30 – 5:30 pm at the Santa Fe Community Convention Center.

At these in-person workshops, Miles Partnership will provide tactical training and how-to documents covering tips and best practices for getting the most out of opportunities within Google My Business. Topics covered will include:
  • Providing tools and tactics to improve the completeness, quality and accuracy of destination content across Google Maps, Destination Travel Guides, the Google Trips
  • Ramp up visibility of your tourism-related organization on Google
  • Providing 1:1 training and troubleshooting and tips for claiming and managing your account
  • Optimize destination content, including tips to improve your photography and adding 360° images and video
Miles Partnership will also be providing on-site instant verification of Google My Business accounts. If your business isn’t verified, or you’ve lost access to your business listing, come to the workshop and they can help you get verified instantly, without a postcard or a phone call.

New Mexico will be the first state to deploy this program statewide. The Tourism Department will travel to 12 cities to conduct these workshops.

Click here to RSVP and reserve your spot. If you have questions, email brianna.gallegos@state.nm.us.

If attending, please come prepared with the following:
  • Utility bill(s), tax letter(s) or, business registration certificate(s) to participate in instant verification.
  • The documents must show the business name, address, and category (if possible). You will also need the login to the Google account for your business.
If you do not have an account, visit: accounts.google.com/SignUp



MARKETING INFORMATION ITEMS
 
[Special] 20% Off 2020 Advertising on SantaFe.org

Margarita Trail Paper Passports: The Best Holiday Gift is Here



[Special] 20% Off 2020 Advertising on SantaFe.org


Limited Time Special Offer
20% Off 2020 Advertising on SantaFe.org

with 1 year contract, on all available pages


Specials Rates available NOW:
Large Header Banner Ads - $80, $160, $280, $400 per month
See sample below – actual size 1600 pixels by 570 pixels



Featured Events on the Calendar Page - $100 per month
See samples below – image size 300 pixels by 200 pixels



20% Discounts on 2019 rates until 12/20 Only
Contracts must be received by 5pm MT.

Contact: Nancy Brown, sales@studiox.com to schedule a phone meeting for details and to complete your contract.


Margarita Trail Paper Passports: The Best Holiday Gift is Here



For your employees, family or just to thank your best customers this holiday season, nothing says a good time like the new Margarita Trail Passportǃ With 45 of the best margaritas in Santa Fe, these Passports are the perfect way to say thanks.

Purchase them now for only $2 each until December 23rd. Packs of 25 are on sale for $50.

The Margarita Trail Passports packs $45 of value with discounts on margaritas, plus you get all the margarita recipes, AND you earn rewards along the wayǃ Reach out to Ryan Dodge directly to order your Margarita Trail Passports today. Call 505-955-6232 or email rhdodge@santafenm.gov.

Happy Holidays and please remember to encourage responsible drinking this season.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

November 2019 Performance Metrics

Visits
  • Total Sessions 92,872 (7.0% increase Y/Y)
  • Unique Users 75,483 (7.2% increase Y/Y)
  • Pages per Session 2.02 (3.1% decrease Y/Y)
  • Average Time on Site 1:59 (7.3% decrease Y/Y)
  • Conversion Rate 8.2% (43.8% decrease Y/Y)

Visitor Gender
  • 60.8% Female
  • 39.2% Male

Visitor Age
  • 5.2% 18 - 24
  • 21.6% 25 - 34
  • 18.1% 35 - 44
  • 17.2% 45 - 54
  • 20.1% 55 - 64
  • 17.8% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 11/05/2019
    • Number sent: 58,750
    • Number opened: 7,512
    • Open rate: 12.9%
  • Santa Fe's Must See Holiday & Winter Events
    • Sent: 11/12/2019
    • Number sent: 31,109
    • Number opened: 5,761
    • Open rate: 18.6%
  • TOURISM Santa Fe Marketing Report
    • Sent: 11/13/2019
    • Number sent: 1,121
    • Number opened: 356
    • Open rate: 32.1%
  • Santa Fe Deals and Specials
    • Sent: 11/21/2019
    • Number sent: 42,115
    • Number opened: 5,599
    • Open rate: 13.3%
  • TOURISM Santa Fe Sales Report
    • Sent: 11/27/2019
    • Number sent: 1,120
    • Number opened: 331
    • Open rate: 29.6%

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



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
 



TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
November continued the momentum from a strong summer for social media efforts with gains across most every KPI. Facebook engagement hit an all-time record high, with a 12.6% increase M/M, while PTAT posted yet another record high with a 1.16% increase M/M over last month’s previous record. Twitter engagement saw a 8.9% M/M while reach grew 14%. Instagram following continues to grow steadily. Updates to Pinterest have made exact follower counts unable to pull. The lone KPI seeing a downturn, YouTube views have fallen 56.2% as paid promotion of the Vladimir Jones video creative runs its course.

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

November 2019 Performance Metrics
  • Total Page Followers: 73,020 (.71% increase M/M)
  • People Talking About This (PTAT): 23,487 (1.16% increase M/M)
  • Engagement: 65,276 (12.6% increase M/M)
  • Top Ranking Post: “A Snowy Morning in Downtown Santa Fe”
    • Reactions: 5,340
    • Comments: 93
    • Reach: 108,813


Join us on Twitter Twitter
Twitter screenshot

November 2019 Performance Metrics
  • Followers: 14,915 (.36% increase M/M)
  • Monthly Impressions: 90,600 (14.0% increase M/M)
  • Engagement: 1,448 (8.9% increase M/M)
  • Top Ranking Post: “Not Your Typical Skyline. #TheCityDifferent | www.SantaFe.org
    • Impressions: 2,914
    • Retweets: 12
    • Total engagements: 200


Join us on Instagram Instagram
Instagram screenshot

November 2019 Performance Metrics
  • Followers: 29,792 (2.15% increase M/M)
  • Top Performing Post: “Let it snow. #TheCityDifferent | www.SantaFe.org
    • Likes: 2,561


Join us on Pinterest Pinterest
November 2019 Performance Metrics
  • Organic Impressions: 87,710
*Due to a change in Pinterest’s reporting metrics, exact follower counts are no longer available. Instead we will be reporting monthly on Organic Impressions.


Read the Santa Fe blog Santa Fe Blog
November 2019 Performance Metrics
  • Total Blog Views: 9,549 (7.7% decrease M/M)
  • Average Time on Blog: 3:09 minutes (3.3% increase M/M)

November Blog Posts

Five Things To Do During Your Santa Fe Thanksgiving Weekend
  • Updated November 13, 2019
  • Views: 1046
December Events You Just Can’t Miss
  • Updated November 11, 2019
  • Views: 1052

Top 5 Viewed Blog Posts in November

December Events You Just Can’t Miss
  • Updated November 11, 2019
  • Views: 1052
Five Things To Do During Your Santa Fe Thanksgiving Weekend
  • Published October 18, 2016
  • Views: 1046
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 460
7 of Santa Fe’s Best November Events
  • Updated October 30, 2019
  • Views: 419
Eight Reasons to Spend NYE in Santa Fe
  • Posted June 26, 2018
  • Views: 337


Watch us on Youtbue YouTube
November 2019 Performance Metrics
  • Subscribers: 596 (.51 increase M/M)
  • Views: 407,161 (56.2% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target Markets: New Mexico
Flight Dates: November 2019
Impressions: 70,000
Media Cost: $4,430.00



USA Today Travel Guide: Winter Edition
Target Market: National
Flight Dates: November 2019
Impressions: 100,000
Media Spend: $6,000.00



DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

5280 Magazine
Target Markets: Greater Denver Area
Flight Dates: 11/18/19–11/30/19
Impressions: 9,195
Media Spend: Added Value



Google Display Network
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 11/1/19–11/30/19
Impressions: 417,924
Media Spend: $1,887.72



The Trade Desk
Standard Display
Target Markets: National
Flight Dates: 11/1/19-11/30/19
Impressions: 6,714,910
Media Spend: $11,519.24



Refinery29
Display
Target Markets: National & Los Angeles + Chicago
Flight Dates: 11/1/19–11/30/19
Impressions: 352,525
Media Spend: $3,364.22



New Mexico Magazine
Added Value E-Newsletters
Target Markets: New Mexico
Flight Dates: 11/14/19
Opens: 8,674



YouTube TrueView
Target Markets: National, Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 11/1/19–11/30/19
Impressions: 776,989
Media Spend: $7,459.80
Links to Videos:


Facebook & Instagram
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 11/1/19–11/30/19
Impressions: 238,707
Media Spend: $2,979.45



Video Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 11/1/19–11/30/19
Impressions: 302,282
Media Spend: $3,599.54



Pinterest
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 11/1/19–11/30/19
Impressions: 90,333
Media Spend: $1,257.24



Video Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 11/1/19–11/30/19
Impressions: 134,653
Media Spend: $2,253.77



SEM

Google Search
Target Markets: National
Flight Dates: 11/1/19–11/30/19
Impressions: 118,861
Media Spend: $5,721.47

Bing Search
Target Markets: National
Flight Dates: 11/1/19–11/30/19
Impressions: 7,816
Media Spend: $799.53

MEETINGS & GROUPS

Cvent
Display Retargeting
Target Market: National
Flight Dates: 11/1/19 – 11/30/19
Impressions: 48,125
Total Spend: $1,057.81



Mountain Meetings
Prospecting Display & Remarketing
Target Markets: California, Colorado, Illinois, Mountain, Northeast, Texas
Flight Dates: 11/1/19 – 11/30/19
Impressions: 105,490
Total Spend: $1,265.88



Facebook
Lead Generation
Target Market: National
Flight Dates: 11/1/19-11/30/19
Impressions: 13,125
Media Spend: $314.83



LinkedIn
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 11/1/19–11/30/19
Impressions: 24,893
Media Spend: $1,264.10





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
The November 2019 list of earned media coverage included a major highlight for Santa Fe with an article in The New York Times, both online and in print, resulting from the team assisting freelance writer, Charu Suri, with compiling information on endangered crafts and coordinating an interview with Traditional Spanish Market Director, David Rasch. Another article of note this month resulted from our work with Ashley Biggers of USA Today’s 10Best, who published a roundup of some of the best restaurants in Santa Fe titled, “10 of the best restaurants in Santa Fe.” Additionally coverage of Santa Fe appeared in The Austin Chronicle, an important market for the destination, which resulted from the journalist visiting the destination on a group press trip in September.

This month Santa Fe was the host destination for the International Food Wine Travel Writers Association Annual Conference. The event brought more than 55 writers to the city for both professional development sessions and excursions to Santa Fe attractions. Thank you again to the local partners who supported this event and hosted members of the conference.


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
 
November 2019
  • Pitches: 51 (Up 82% Y/Y)
  • Press Releases: 1 (No Change Y/Y)
  • Media Visits: 14 (Up 55% Y/Y)
  • Media Contacts: 163 (Up 7% Y/Y)
  • Earned Media: $2,640,025 (Up 220% Y/Y)
  • Total Impressions: 170,016,210 (Up 252% Y/Y)

Year to Date 2019
  • Pitches: 655 (Up 12% Y/Y)
  • Press Releases: 12 (Down 29% Y/Y)
  • Media Visits: 87 (Up 12% Y/Y)
  • Media Contacts: 1,620 (Up 7% Y/Y)
  • Earned Media: $17,723,616 (Down 21% Y/Y)
  • Total Impressions: 1,700,878,855 (Down 24% Y/Y)



RECENT ACCOLADES
 
No new accolades were received in November 2019.


VISITING PRESS
 
TOURISM Santa Fe hosted the following journalists in November:
  • Brand USA Spain Individual FAM, Españoles por el Mundo TV host and Cameraman – November 5
  • 6 Participants from IFWTWA post-conference press trip in Santa Fe – November 14-17
  • Brand USA Australia Group Media FAM, 6 participants from Australia and New Zealand outlets – November 20-22



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

As a result of assisting Ashley Biggers with restaurant recommendations, she published the following article to USA Today’s 10Best entitled, “10 of the best restaurants in Santa Fe, according to chef John Sedlar.”

As a result of media outreach, Santa Fe and Meow Wolf were included in a feature on the CBS News Sunday Morning webpage.

As a result of hosting Marika Flatt of TEXAS Lifestyle Magazine, she promoted Santa Fe during the “Great Day Houston” segment on KHOU 11. The segment is titled, “Top destinations for a holiday getaway.”

As a result of hosting the SoCal Restaurant Show at La Fonda on the Plaza, several Santa Fe segments were featured on their radio show and website:
As a result of providing Matthew Meltzer with details for his lead on where to go in January and previously hosting him in the destination on the 2019 Ski press FAM, he published a story to Matador Network entitled, “The best places to travel this January,” in which Santa Fe and several partners were mentioned.

As a result of assisting Eric Grossman of Sotheby’s International Realty with gathering information on the Georgia O’Keeffe Museum, an article was published to Sotheby’s entitled, “Where Art and Travel Meet.”

As a result of hosting Mary Farah as a part of the IFWTWA, she published an article to her blog, Along Comes Mary, entitled, “A First Time Visit to Santa Fe,” in which multiple partners were mentioned.

As a result of hosting Fyllis Hockman, she published a piece on Santa Fe to Creators.com entitled, “The Art of Being Different in Santa Fe, New Mexico.”

As a result of media outreach and ongoing relations with Mark Ellwood, he produced an article on Conde Nast Traveler entitled, “Best Places to Travel in January,” which includes Santa Fe as a destination.

As a result of media outreach efforts, Caitlin Morton published an article to Conde Nast Traveler entitled, “19 Best Christmas Light Displays Around the World,” in which Santa Fe’s Canyon Road Farolito Walk was featured.

Newspapers (print/online)

As a result of connecting journalist, Charu Suri, with Traditional Spanish Market Director, David Rasch, she published an article to The New York Times entitled, “Endangered Crafts and the Destinations Keeping Them Alive.”

As a result of hosting Gerald McLeod on the September FAM press trip, he published an article in The Austin Chronicle entitled, “Day Trips & Beyond

Magazines (print/online)

As a result of assisting Jennifer Barger with an article surrounding the hot springs in New Mexico, Go Escape published her article in their Winter 2020 issue entitled, “Take the Plunge.”

As a result of hosting writer, Deborah Kirk, she published an article to Diablo Magazine entitled, “Travel to Sublime Santa Fe.”

As a result of the Big Blend FAM visit in June 2019, the Inn of the Governors’ Bisochito cookie recipe was featured on BlendRadioandTV.com.

As a result of the Big Blend FAM visit in June 2019, BlendRadioandTV.com featured Santa Fe along with its Art in Public Places Program.

As a result of the Big Blend FAM visit in June 2019, Parks & Travel Magazine published a feature highlighting their new Interactive Public Art Map, which includes Santa Fe.


View this email as a web page to see images