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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


The first ever Art Week in Santa Fe is now a few days away and the support from the galleries has been truly outstanding. As of today, we have 120+ different activities, demonstrations, openings and presentations in the five-day period between the International Folk Art Market and Art Santa Fe. Art Week starts this Friday, July 12 and goes through July 21, using these two strong art events as bookends to what will be a packed week of exciting art opportunities.

Amongst the 120+ event offerings of Art Week is a recreation of the old Canyon Road Strolls that will take place on Wednesday, July 17 from 4:00pm to 7:00pm. This is an adult only event that will occur on the one-way portion of Canyon Road, with the road itself closed and complimentary wine offered in a few locations that can be carried from gallery to gallery. This event is sponsored by TOURISM Santa Fe and should be a fun experience for residents and visitors alike.

Art Week is the fourth of five weeks though out the year that focus on some of the known strengths of Santa Fe – the other three existing weeks are Film Week (February), Restaurant Week (February) and Music Week (late August). A fifth is in the planning stages to launch at the end of April next year – Literature Week – focusing on local and national literary talent including poetry, books, native storytelling and film creation.

More information about Art Week is available at santafe.org. Don’t miss this amazing in-depth art experienceǃ

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



MARKETING ACTION ITEMS
 
Be a Part of Santa Fe Music Week

More than just a FREE LISTING — Get FEATURED
3 More Ways to Attract Qualified Targeted Traffic




Be a Part of Santa Fe Music Week



We are excited to announce the second annual Santa Fe Music Week from August 23 - September 2. Music Week will feature local and national acts in venues across Santa Fe, including the Santa Fe Opera, The Lensic, the Santa Fe Railyard and more. There will be also free performances every afternoon and evening on the historic Plaza. From jazz to Latin, rock and country, there will be something for everyoneǃ

Are you interested in being a part of Santa Fe Music Week? If you know an artist or have a music venue and would like to be included, please take a moment to submit your information via our online submission form: https://forms.gle/dV8utWvmGnVZFWUZ6

For additional questions, please contact Ryan Dodge, Program and Events Manager, at rhdodge@santafenm.gov.


More than just a FREE LISTING — Get FEATURED
3 More Ways to Attract Qualified Targeted Traffic


Perfect Day to Start Advertising on SantaFe.org – Here's Why

#1 LARGE HEADER BANNERS – Starting at $100 per month
1600 pixels x 570 pixels




#2 E-NEWSLETTER INLINE ADS - $100 per newsletter
600 pixels x 100 pixels




#3 Santa Fe Gift Guide - $100 per issue
Sent in April and October as E-Newsletter
Includes:
300 pixel x 200 pixel Photo and Descriptive Text
Placement on Santa Fe Gift Guide page for 6 months
See the current Santa Fe Gift Guide Online




For more details visit: santafe.org/advertise/

Contact sales@studiox.com • 505.660.4690




MARKETING INFORMATION ITEMS
 
Santa Fe Named #2 Top City in the U.S. and #14 in the World

TSF Press Desk Sides in Texas

2019 Kids Free Spring Break Results

New Margarita Trail Paper Passports Coming This Month



Santa Fe Named #2 Top City in the U.S. and #14 in the World


We are excited to announce that Santa Fe has been recognized by the Travel + Leisure World’s Best Awards as the #2 City on the “Top 15 Cities in the U.S” list and the #14 City on the “Top 15 Cities in the World” listǃ Thank you to everyone who voted and shared this voting opportunity with friends, colleagues and patrons. This is a very important designation for Santa Fe and the entire hospitality community. Be sure to share the news on your social media and marketing channels.

Congratulations to these Santa Fe-area businesses who also received top honors from Travel + Leisure:

  • Top 15 Best City Hotels in the Continental United States—The Inn of the Five Graces (#1)
  • Top 10 Destination Spas in the United States – Sunrise Springs Spa Resort (#3)
  • Top 10 Destination Spas in the United States – Ojo Caliente Mineral Resort Springs & Spa (#5)
  • Top 10 Destination Spas in the United States – Ten Thousand Waves Japanese Spa (#8)

Click here to read the entire press release.

As Randy stated in the latest Sales Report letter, “Third-party recognition of excellence is a critical piece of our strategy to stay ahead of the competition for the tourism dollar and to ensure the continued success of our tourism economy.”

The TSF team is constantly working to identify these third-party recognition opportunities, especially those with a voting component. Below are a few recent accolades that Santa Fe and our partners have received in the last few months. A complete list of our awards and accolades can always be found on santafe.org.




TSF Press Desk Sides in Texas



TSF Public Relations Manager, Joanne Hudson, conducted press desk sides in Texas from June 17-21 and met with the following 13 journalists and publications:
  • Houston Chronicle, Jody Schmal and Melissa Aguilar
  • Swanky Maven, Felice Sloan
  • Juan of Words, Juan Alanis
  • Freelance/The Blonde Side, Jayme Lamm
  • Freelance, Tarra Gaines
  • USA Today 10 Best, Lydia Schrandt
  • Where to Retire Magazine, Annette Fuller and Kathryn Worrall
  • Influencer, Dawn Darnell
  • Freelance/The Travel Lady, Madelyn Miller
  • Freelance/Travel Like an Adult, Steven Lindsey
  • Fortuitous Foodies, Emily Dunn



2019 Kids Free Spring Break Results



Thank you to all Santa Fe Business Partners who helped to make this year’s Kids Free Spring Break promotion a success. We are pleased to share key highlights and results of TSF’s Marketing and PR efforts. Having just completed the fourth year of Kids Free Spring Break, we continue to see improved campaign results, tremendous participation and enthusiasm from Business Partners and increased awareness of Santa Fe as a fun, family-friendly destinationǃ

  • Program Period: February 1 – April 22, 2019
  • Participants: 31 Santa Fe businesses posted 34 offers
  • Advertising/Paid Media
    • Total Campaign Budget: $45,900 (net budget of $43,900 + media fees)
    • Advertising Campaign Timeframe: January 1 – April 21, 2019
    • Tactics: Custom email newsletters through MediaMax; Sponsored content articles on Family Vacation Critic; Programmatic digital display through Varick Media.
    • Total Impressions: 6,393,947—generating 18,631 clicks and 18,574 completed visits to santafe.org
  • Promotional Landing Page
    • Total Page Views: 24,695 (UP 10.6% Y/Y)
    • Average Time on Page: 6:28 ( UP 16.9% Y/Y)
    • Top Three Geo-Locations Driving Traffic: Dallas (8.3% of traffic); Albuquerque (4.7% of traffic); Denver (4.4% of traffic)
  • Public Relations
    • Pitches: 247 individual pitches, desk side pitches and HARO’s (UP 10.8% Y/Y)
    • Press Release: January 9—“Kids Discover Santa Fe for Free During Spring Break 2019”
    • Press Coverage
      • Total Reach: 61,996,067 (UP 277.7% Y/Y)
      • Earned Media: $439,119 (UP 296.3% Y/Y)
  • Social Media (Un-Paid)
    • Posts: 7 Facebook and 4 Twitter, resulting in a Total Reach of 23,666
    • Blog: March 5—“The Kids are Free For Your Family’s Santa Fe Spring Break”
Click here to view the full report.


New Margarita Trail Paper Passports Coming This Month



The old paper passport that came out in 2016 have become outdated so TSF is creating a new version that will be printed and ready to distribute in mid-July. The new version will include all our new locations and updated margaritas. If you have inventory of the old paper passport and would like to exchange those for the new version, contact Ryan Dodge at rhdodge@santafenm.gov or call 505-955-6232. There is no cost for this exchange.

Patrons will also be able to exchange their old paper passports for the new one at any of our 3 Visitor Centers. There is no cost for this exchange.

Don’t forget that participants on the Margarita Trail get every margarita recipe and receive $1 off each margaritaǃ They also earn prizes as they work their way along the Trail like T-shirts, membership to the 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. Learn more by visiting santafemargaritatrail.com.

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

June 2019 Performance Metrics

Visits
  • Total Sessions 100,844 (20.9% decrease Y/Y)
  • Unique Users 79,998 (21.4% decrease Y/Y)
  • Pages per Session 2.16 (3.0% increase Y/Y)
  • Average Time on Site 2:28 (11.3% increase Y/Y)
  • Conversion Rate 12.6% (35.0% increase Y/Y)

Visitor Gender
  • 60.0% Female
  • 40.0% Male

Visitor Age
  • 4.5% 18 - 24
  • 20.0% 25 - 34
  • 16.4% 35 - 44
  • 17.0% 45 - 54
  • 21.4% 55 - 64
  • 20.1% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 06/05/2019
    • Number sent: 61,100
    • Number opened: 10,346
    • Open rate: 18.0%
  • TOURISM Santa Fe Marketing Report
    • Sent: 06/12/2019
    • Number sent: 1,164
    • Number opened: 522
    • Open rate: 44.9%
  • Santa Fe Deals and Specials
    • Sent: 06/21/2019
    • Number sent: 41,753
    • Number opened: 7,938
    • Open rate: 19.0%
  • TOURISM Santa Fe Sales Report
    • Sent: 06/26/2019
    • Number sent: 1,166
    • Number opened: 428
    • Open rate: 36.7%
  • Final Days To Vote For Santa Feǃ (One Off)
    • Sent: 06/27/2019
    • Number sent: 62,763
    • Number opened: 9,860
    • Open rate: 15.7%

✝Conversion rates are showing a dramatic improvement as a result of recent goal changes, and will continue to do so until the data normalizes.

✝✝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 dip in a couple KPIs in May, June saw most all indexes rebound near or past April’s record numbers. Facebook engagement and PTAT both saw strong growth of 26.7% and 60.2% M/M. Twitter reach continued to grow (4.2% increase M/M), though engagement did see a slight 5.6% decrease. Instagram continued to be the quickest growing platform (2.34% increase M/M), though Facebook saw a surprisingly strong growth of 1.11% M/M as well.

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

June 2019 Performance Metrics
  • Total Page Followers: 69,994 (1.11% increase M/M)
  • People Talking About This (PTAT): 20,655 (60.2% increase M/M)
  • Engagement: 50,387 (26.7% increase M/M)
  • Top Ranking Post: “Santa Fe Skyline. #TheCityDifferent | www.SantaFe.org


Join us on Twitter Twitter
Twitter screenshot

June 2019 Performance Metrics
  • Followers: 14,529 (.89% increase M/M)
  • Monthly Impressions: 91,900 (4.2% increase M/M)
  • Engagement: 1279 (5.6% decrease M/M)
  • Top Ranking Post: “Santa Fe Skyline. #TheCityDifferent | www.SantaFe.org


Join us on Instagram Instagram
Instagram screenshot

June 2019 Performance Metrics
  • Followers: 27,079 (2.34% increase M/M)
  • Top Performing Post: “Santa Fe Skyline. #TheCityDifferent | www.SantaFe.org


Join us on Pinterest Pinterest
June 2019 Performance Metrics
  • Followers: 2,649 (.61% increase M/M)


Read the Santa Fe blog Santa Fe Blog
June 2019 Performance Metrics
  • Total Blog Views: 10,730 (23.8% decrease M/M)
  • Average Time on Blog: 3:07 minutes (1.6% increase M/M)

June Blog Posts

Hey, Santa Fe
  • Posted June 5, 2019
  • Views: 97
July is Festival Season in The City Different
  • Posted June 19, 2019
  • Views: 82
First-Timers Guide to Santa Fe
  • Posted June 26, 2019
  • Views: 138

Top 5 Viewed Blog Posts in June

Most Instagram-able Locations in The City Different
  • Posted October 12, 2018
  • Views: 1,286
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 927
The Ultimate Santa Fe Weekend for Any Foodie
  • Posted April 17, 2019
  • Views: 926
Can’t Miss Santa Fe Experiences
  • Posted October 16, 2018
  • Views: 421
4 Don’t-Miss Trails in Santa Fe County
  • Posted March 19, 2019
  • Views: 395


Watch us on Youtbue YouTube
June 2019 Performance Metrics
  • Subscribers: 527 (.96% increase M/M)
  • Views: 1,700 (19.05% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 6/1/19-6/30/19
Impressions: 300,000
Media Cost: $2,720.00


5280 Traveler
Target market: Colorado
Flight dates: 6/1/19-6/30/19
Impressions: 85,000
Media Cost: $4,631.00


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE
✝Note: Due to the transition of advertising agencies, June media impressions are only being reported through June 15, 2019.

AdTheorent: Rich Media Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/19-6/15/19
Impressions: 1,068,532
Media Cost: $18,333.35


Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/19-6/15/19
Impressions: 455,783
Media Cost: $5,000.09


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 6/1/19-6/15/19
Impressions: 7,987
Go Travel Sites sent 131 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: 6/1/19-6/15/19
Impressions: 160,555
Media Cost: $5,193.16


Varick Media: Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 6/1/19-6/15/19
Impressions: 1,166,058
Media Cost: $6,000.11


Pulsepoint: Native/Social
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/19-6/15/19
Impressions: 723,873
Media Cost: $26,020.48


VideoAmp: OTT/CTV
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 56/1/19-6/15/19
Impressions: 775,952
Media Cost: $10,000.01
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: 6/1/19-6/15/19
Impressions: 51,653
Media Cost: $2,110.18



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
During the month of June, the destination was included in round-up stories in a number of our target outlets including Travel + Leisure, USA Today, Architectural Digest and syndicated coverage resulted in placements in Yahooǃ and MSN. These major pieces of coverage pushed us over the one billion impressions mark as we reach the mid-point of the year. Santa Fe continued to be featured on lists recommending “Where to Travel in July,” including Architectural Digest and TravelZoo. This will continue to be a theme that the PR team pushes out as many outlets are producing these types of regular monthly columns.

PR Manager Joanne Hudson traveled to Houston and Dallas June 17-21, where she met with 13 travel writers and social media influencers to pitch the destination and solicit future media coverage.

Another recent media trend of note, is that Santa Fe has assisted several international journalists with press trips to the destination this summer. This assistance will result in forthcoming earned media coverage in Canada, France, the UK and Australia.


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
 
June 2019
  • Pitches: 21 (31% increase Y/Y)
  • Press Releases: 1 (Same as 2018)
  • Media Visits: 9 (18% decrease Y/Y)
  • Media Contacts: 120 (3% increase Y/Y)
  • Total Impressions: 91,598,986 (40% increase Y/Y)
  • Earned Media: $740,018 (67% increase Y/Y)

Year to Date 2019
  • Pitches: 446 (8% increase Y/Y)
  • Press Releases: 6 (25% decrease Y/Y)
  • Media Visits: 42 (2% increase Y/Y)
  • Media Contacts: 945 (6.5 % increase Y/Y)
  • Total Impressions: 1,019,073,086 (35% decrease Y/Y)
  • Earned Media: $9,757,160 (42% decrease Y/Y)



RECENT ACCOLADES
 
TripSavvy named Santa Fe one of “The Best LGBT Friendly Destinations of 2019”

MarketWatch named Santa Fe one of the “The best little cities to live if you love the outdoors”

Travel + Leisure named La Posada de Santa Fe as one of the “Best Dog-Friendly Hotels in the U.S.”


VISITING PRESS
 
TOURISM Santa Fe hosted the following journalists in June:
  • Glenda Winders on assignment for Indy South Magazine on 6/3-7
  • Marika Flatt of Texas Lifestyles on 6/4-7
  • Brand USA France Group Press Trip on 6/9-11, media participants included:
    • Valentin Portier - Madame Figaro
    • Camille Veillard - Anousparis.fr
    • Thomas Le Gourrierec - Grand Seigneur
    • Sasha Reins - Paris Match
  • Lisa Smith and Nancy of Big Blend Media on 6/17-21
  • Amelia Duggan, for National Geographic Traveller UK on 6/23-26



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

MarketWatch posted an article titled, “The best little cities to live if you love the outdoors” which includes Santa Fe as a destination and additionally mentions the Santa Fe Margarita Trail.

As a result of previously hosting Brandon Schultz, he included the city in additional coverage on TripSavvy.

As a result of media outreach, Gerald Mcleaod from the Austin Chronicle included important Santa Fe events happening in July in his recent piece.

As a result of media outreach, Santa Fe was included in a roundup around “Beautiful Destinations for Taking Photos” by Mia Taylor on Cheapism.

Mia Taylor’s article from Cheapism syndicated onto MSN titled “30 Beautiful Destinations for Taking Photos in San Francisco and Beyond.”

As a result of media outreach, Travelzoo included Santa Fe on a list of places to travel in July.

Reader’s Digest posted an article titled, “12 perfect places to stay to celebrate pride” and included Santa Fe as a destination.

The CheatSheet posted an article and included Santa Fe in their roundup of old cities that are surrounded by history.

As a result of hosting Mike Yardley, of New Zealand, on an individual press visit to Santa Fe, he included the destination in a talk radio show for News Talk ZB.

After assisting Daniela Gerson from Waves in the Kitchen, during the IACP conference, she produced a Santa Fe travel guide blog post.

As a result of HARO pitching, Family Vacation Critic included Santa Fe in a roundup of summer vacations kids will love.

As a result of hosting Lauren McGill from NY to Anywhere, two blogs posts are now live on her site:

As a result of hosting Victoria Rutwind, Fashion Travel Repeat provided a comprehensive travel guide to Santa Fe.

Newspapers (print/online)

USA Today included the Turquoise Trail and the High Road to Taos in a roundup of summer trips to take this summer.

Magazines (print/online)

As a result of press release distribution, Laura Itzkowitz from Architectural Digest included Santa Fe on a list of “5 Places Art and Design Lovers Should Visit in the Month of July.”

As a result of hosting Nina Ruggiero, Travel + Leisure included Santa Fe in a story on “The Best Dog-friendly Hotels in the U.S.”

Yahooǃ provided syndicated coverage of Travel + Leisure’s story of “The Best Dog-friendly hotels in the U.S.”

As a result of assisting Annabel Wimer and supplying her with images, DSM Magazine posted a travel feature on Santa Fe in their July/August issue.

As a result of hosting the editor in November 2018, Colorado Yoga + Life Magazine provided a feature on Santa Fe.

As a result of hosting Jessica Fender in July 2018, New Mexico Journey provided feature coverage on Santa Fe.

As a result of hosting Dan Johnson and continued media assistance, Smart Meetings provided feature coverage on Santa Fe.


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