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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Happy New Yearǃ

As we look back at the past year it is remarkable to see the growth in our documented tourism results:

  • City wide hotel occupancy increased by 2.4 points and hit 71%.
  • Downtown hotel occupancy increased by 4 points and hit 75%.
  • While Cerrillos Road hotel occupancy remained flat, average rate for the Cerrillos Road hotels increased by $5.25.
  • City wide hotel average rate increased by $7.63.
  • Downtown hotel average rate increased by $5.00.
  • Lodger’s Tax has increased by just over 10%, representing an additional $1.1 million dollars available to strengthen both our sales and marketing efforts.

Keep in mind, we have achieved all of this with a known increase in short term rental availability of over 25%.

I realize hotels are just one indicator of tourism strength, but they are the most accurate measure and definitely should represent a trend across all areas of our tourism offering. If it does not reflect in your business, take a look at your operating model and see how to adjust it to better leverage the increased traffic within the city.

I also want to congratulate the operating team of the Community Convention Center for the execution of an almost flawless inaugural event. Fortunately, our new governor’s first decision to move the celebration into a heated environment proved to be spot on and is a great indicator for all of her decisions moving forward. The inaugural presented a unique challenge for the CCC team to set for over 1,000 for the noon event that lingered into the afternoon and required a complete turn of the space to host one of the two evening Inaugural Ball celebrations. I could not be prouder of how our operations team handled this and know a new level of excellence in service has been achieved.

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



MARKETING ACTION ITEMS
 
Vote for Santa Fe in the 2019 Travel + Leisure World’s Best Awards

Add your 2019 Promotional Specials to santafe.org

[LAST CALLǃ] Remember to Add Your 2019 Santa Fe Kids Free Spring Break Offers

Order the New 2019 Official Santa Fe Visitors Guide



Vote for Santa Fe in the 2019 Travel + Leisure World’s Best Awards



The 2019 Travel + Leisure World’s Best Awards Survey is now live at www.wba.m-rr.com/home. Last year, Santa Fe was voted the #4 Top City in the United States. Let’s get out the vote and get to #1ǃ

Here are a few pointers for voting: Create a new account for the 2019 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 categoriesǃ

Please share with your employees, friends and family. The survey is open through March 4, 2019.


Add your 2019 Promotional Specials to santafe.org



As you are planning your 2019 promotional specials, please be sure to add your offers to the santafe.org Deals & Specials page. Remember, each month TOURISM Santa Fe selects six specials to feature in our Deals & Specials e-newsletter, which is sent to more than 27,000 subscribers.

For your chance to be featured, login to your business partner account and from the dashboard, click on the button that says, “Specials”.


[LAST CALLǃ] Remember to Add Your 2019 Santa Fe Kids Free Spring Break Offers



Digital advertising to promote 2019 Santa Fe Kids Free Spring Break has started with all traffic being driven to the promotional landing page at santafe.org/springbreakǃ Do not miss this opportunity to promote your business to families who are starting to plan their Spring Break vacations.

There is still time to add your offers. To get started, login to your business partner account on santafe.org and from your dashboard, click on the blue button that says, “Add your Spring Break Offers.”


Order the New 2019 Official Santa Fe Visitors Guide



The 2019 Official Visitors Guide has arrivedǃ Place your bulk orders for the guide now using our online order form and we will notify you as soon as they are ready to be picked up.

Single orders for the Visitors Guide can also be placed online. Be sure to add this information and link to your websites allowing visitors to order directly from your site.

Also, did you know that this year’s Official Visitors Guide offers an enhanced video experience through augmented reality? Learn more.



MARKETING INFORMATION ITEMS
 
New Margarita Trail Locations Now Available on the App



New Margarita Trail Locations Now Available on the App



Check out the new margaritas on the Santa Fe Margarita Trailǃ Over 18 new margaritas will be available only on the new Margarita Trail appǃ Ask your guests to download the app today so they can be the first to try all of the new margaritas. Visit the App or Google Play store to learn more or check out santafe.org/margaritatrail.

If your guests have a paper passport, they can exchange their stamps and paper version for the app at the downtown Visitor Center located in the Plaza Galeria.

Do you have a great Margarita that should be on the Margarita Trail? Get your bar or restaurant registered for the Trail by contacting Ryan Dodge at rhdodge@santafenm.gov or call 505-955-6232.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot


December 2018 Performance Metrics

Visits
  • Total Sessions 95,007 (20.92% increase Y/Y)
  • Unique Users 77,507 (23.42% increase Y/Y)
  • Pages per Session 2.02 (9.41% decrease Y/Y)
  • Average Time on Site 2:06 (8.31% decrease Y/Y)
  • Conversion Rate 73.09% (73.09% increase Y/Y)

Visitor Gender
  • 58.06% Female
  • 41.94% Male

Visitor Age
  • 5.14 18 - 24
  • 21.65% 25 - 34
  • 18.43% 35 - 44
  • 17.13% 45 - 54
  • 19.91% 55 - 64
  • 17.13% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 12/04/2018
    • Number sent: 52,058
    • Number opened: 8,139
    • Open rate: 15.72%
  • TOURISM Santa Fe Marketing Report
    • Sent: 12/12/2018
    • Number sent: 1,133
    • Number opened: 339
    • Open rate: 30.35%
  • Santa Fe Deals and Specials
    • Sent: 12/21/2018
    • Number sent: 34,355
    • Number opened: 5,722
    • Open rate: 16.69%
  • TOURISM Santa Fe Sales Report
    • Sent: 12/26/2018
    • Number sent: 1,136
    • Number opened: 378
    • Open rate: 33.48%


✝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
 
December was a very strong month for our social media efforts. Facebook saw the strongest month of the year with most every KPI reaching the highest point of the year. Facebook engagement and PTAT spiked by 158.7% and 140.5% respectively already strong November numbers. Referrals to santafe.org via Twitter also peaked this month.

We also enjoyed a banner month on our Instagram platform. Followers and engagement continue a strong upward trend, as December saw 5 of the top 6 highest performing Instagram posts in channel history.

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

December 2018 Performance Metrics
  • Total Page Followers: 66,913 (0.68% increase M/M)
  • People Talking About This (PTAT): 17,283 (140% increase M/M)
  • Engagement: 50,983 (158.7% increase M/M)
  • Top Ranking Post: "One of Santa Fe's most beloved holiday traditions, the Canyon Road Farolito Walk, lights up the hearts and souls of thousands who promenade this famous path on Christmas Eve. Small, sand-filled, paper bags illuminated with votive candles line the historic neighborhood streets and adobe walls. Carolers gather around the farolitos (Spanish for paper lantern; diminutive of farol, lantern; from faro, lighthouse, lantern; from Latin pharus, from Pharus, Pharos) or luminarias (small bonfires), and sing for joy as they warm themselves, and our hearts, from the cold night. Throughout the night, carolers gather around the warmth of these gentle beacons of light and sing for joy.
The Farolito Walk is free, and has become a celebrated tradition during this holiday season. The Canyon Road Farolito Walk starts around dusk on Christmas Eve.
#TheCityDifferent"
  • Reactions: 862
  • Comments: 73
  • Reach: 59,613


Join us on Twitter Twitter
Twitter screenshot

December 2018 Performance Metrics
  • Followers: 13,887 (.52% increase M/M)
  • Monthly Impressions: 70,900 (10.4 decrease M/M)
  • Engagement: 735 (11.9% decrease M/M)
  • Top Ranking Post: "White definitely suits us well #TheCityDifferent | SantaFe.org"
    • Impressions: 3445
    • Retweets: 20
    • Total engagements: 199


Join us on Instagram Instagram
Instagram screenshot

December 2018 Performance Metrics
  • Followers: 23,884 (2.85% increase M/M)
  • Top Performing Post: Top Performing Post: "White definitely suits us well #TheCityDifferent | SantaFe.org"
    • Likes: 2891


Join us on Pinterest Pinterest
December 2018 Performance Metrics
  • Followers: 2,544 (0.59% increase M/M)


Read the Santa Fe blog Santa Fe Blog
December Blog Posts
  • Total Blog Views: 12,750 (3.89% decrease M/M)
  • Average Time on Blog: 3:17 minutes (1.01% decrease M/M)

6 January Events to Start the New Year Off Rightǃ
  • Posted December 7, 2018
  • Views: 143
Santa Fe Spa Getaways for the New Year
  • Posted December 12, 2018
  • Views: 60
Santa Fe Artists in Residence
  • Posted December 18, 2018
  • Views: 405
Your 2019 Santa Fe Bucket List
  • Posted December 20 2018
  • Views: 431

Top 5 Viewed Blog Posts in January

8 Reasons to spend NYE in Santa Fe
  • Posted November 29, 2016
  • Views: 1015
9 Santa Fe December Events to Enjoy The Season
  • Posted October 31, 2017
  • Views: 767
Santa Fe Winter Must-Do’s
  • Posted January 22, 2013
  • Views: 720
15 Culinary Experiences to Excite Your Tastebuds
  • Posted August 13, 2018
  • Views: 917
12 Can’t Miss Santa Fe Experiences
  • Posted October 16, 2018
  • Views: 609


Watch us on Youtbue YouTube
December 2018 Performance Metrics
  • Subscribers: 493 (1.02% increase M/M)
  • Views: 2,582 (5.00% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 12/1/18-12/31/18
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: 12/1/18-12/31/18
Impressions: 2,142,270
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: 12/1/18-12/31/18
Impressions: 787,920
Media Cost: $4,999.99


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 12/1/18-12/31/18
Impressions: 17,189
Go Travel Sites sent 189 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: 12/1/18-12/31/18
Impressions: 393,683
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: 12/1/18-12/31/18
Impressions: 1,959,405
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: 12/1/18-12/31/18
Impressions: 2,318,726
Media Cost: $10,108.65


SEM

Google AdWords: Paid Search
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 12/1/18-12/31/18
Impressions: 370,913
Media Cost: $16,348.51


ARTISTS IN RESIDENCE

Varick Media: Programmatic/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 12/1/18-12/31/18
Impressions: 1,222,365
Media Cost: $0.00 (added value)


ArtistsNetwork.com: Endemic Social Media Program
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 12/1/18-12/31/18
Impressions: 36,974
Media Cost: $1,907.69


ARTnews: Print Magazine
Target Markets: National
Flight Dates: 12/1/18-12/31/18 (Winter Edition)
Impressions: 200,000 (plus bonus distribution at Art Basel)
Media Cost: $3,750.00


Southwest Art: Print Magazine
Target Markets: National
Flight Dates: 12/1/18-12/31/18
Impressions: 30,000
Bonus Digital Impressions: 43
Media Cost: $2,205.00





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
A large mention in Travel Channel and syndicated articles drove a large percentage of the media value for December 2018. Fodor’s Travel released its “Fodor’s Finest” awards, accounting for 49% of the total media value for the month as many news outlets picked up coverage of the awards. Ten Thousand Waves was recognized in the category of “The Best Hotels in the USA” and the submission was recommended by journalist Andrew Collins, whom TSF hosted in 2016. Coverage this month included many holiday themed articles with 40% of the stories including holiday themes and highlighting holiday activities in the destination.


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
 
December 2018
  • Pitches: 41 (2% increase Y/Y)
  • Press Releases: 1 (0% change Y/Y)
  • Media Visits: 4 (33% decrease Y/Y)
  • Media Contacts: 155 (5% decrease Y/Y)
  • Total Impressions: 117,976,166 (29% decrease Y/Y)
  • Earned Media: $1,965,568 (32% decrease Y/Y)


2018 Year To Date
  • Pitches: 625 (18% increase Y/Y)
  • Press Releases: 18 (22% decrease Y/Y)
  • Media Visits: 79 (11% decrease Y/Y)
  • Media Contacts: 1814 (4% increase Y/Y)
  • Earned Media: $24,138,400 (33% decrease Y/Y)
  • Total Impressions: 2,363,370,472 (26% decrease Y/Y)



RECENT ACCOLADES
 
Fodors Travel deemed Ten Thousand Waves as one of “The Best Hotels in the USA” on December 6.

Forbes included Santa Fe in a list of the "14 Best Places to Travel in The US In 2019” on December 6.

SmarterTravel recognized the destination as one of “The 12 Best Places to Travel in 2019” on December 27.


VISITING PRESS
 
Jean Chen, writer for Asbury Park Press, visited the destination December 7-9.

Alex Pulaski, writer for The Washington Post, visited the destination December 7-10.

Sarah Theeboom, writer for NY Mag/AFAR, visited the destination December 14-16.

Jeremy Pugh, writer for Salt Lake Magazine, visited the destination December 27-31.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites:

Real Food Traveler featured the destination in an article entitled “A Foodie Day in Santa Fe” on December 3.

Forbes provided coverage of the destination with an article entitled "Where to Go Next: 14 Best Places to Travel In The US In 2019” on December 6.

This article syndicated to the following outlets:

Lancaster Online

Coloradoan

Fodors Travel included Santa Fe in a list of “The Best Hotels in the USA” on December 6.

Fodors Travel included a positive review of Ten Thousand Waves on December 6.

The following outlets featured syndicated coverage as a result of the Fodor’s accolade:

USA Today

Herald Mail Media

San Antonio Culture Map

Albuquerque Business First

Travel Channel featured the destination in an article entitled “The World’s Most Picturesque Holiday Destinations” on December 10.

KRQE featured an article entitled “Santa Fe ranks among most 'picturesque' holiday destinations,” based on the coverage that appeared on TravelChannel.com on December 10.

Real Food Traveler featured the destination in an article entitled “Must-See Holiday Celebrations in the U.S.” on December 14.

Real Food Traveler featured the destination in an article entitled “Festive Holiday Cocktail Recipes” on December 18.

This Is Insider featured Santa Fe in an article entitled “12 perfect destinations for your next mother-daughter trip” on December 19.

Liftopia featured the destination in an article entitled “10 Ski Resorts to Ring in the New Year” on December 26.

SmarterTravel featured the destination in an article entitled “The 12 Best Places to Travel in 2019” on December 27.


Magazines (print/online):

Springs Magazine provided coverage of the destination with an article entitled "The Seasonal Spirit of Santa Fe” online on November 29 and in the Holiday 2018 print issue.

As a result of Bethany Kandel attending the Only in Santa Fe FAM in September, Orlando Magazine provided coverage of the destination with an article entitled "Getaway: Southwest Scene” online on December 1 and in the December 2018 print issue.

As a result of previously hosting Jill Fergus, AAA Northeast featured the destination in an article entitled “Top 10 things to Do in Santa Fe, N.M.” on December 4.

Conde Nast Traveler featured Santa Fe in an article entitled “Ask an Editor: What Are Your Travel Resolutions for 2019?” on December 27.


Newspaper:

As a result of a phone interview with writer Bud Russo, Las Cruces Sun News featured the destination in an article entitled “Luminarias (or farolitos?) — light up holiday season in New Mexico” online and in print on December 9.


As a result of hosting Donna Long in the destination in December 2017, Minneapolis Star Tribune featured the destination in an article entitled “Santa Fe for the holidays: Swap out a white Christmas for warm cheer” online and in the print version on December 21.



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