View as webpage   
 
TOURISM Santa Fe May 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


I am excited to report that our first ever Santa Fe Art Week (July 12 – 21) is growing rapidly into what will be an incredible event. Bookended by the International Folk Art Market and the long time Art Santa Fe Show, our focus is on the Sunday through Thursday in between, where we want to encourage visitors for the weekend events to stay longer and extend their stay in The City Different. The galleries and museums have structured over 65 different activities to fill this time frame, highlighted by a re-creation of the Canyon Road Art and Wine Stroll on Wednesday, July 17. We thank all the merchants and especially the restaurants on Canyon Road for their support of this special event.

In its second year of production, Santa Fe Music Week (August 23 – September 2) is also looking robust at this early stage. Headliners at the Opera include Ringo Starr, Boz Skaggs and Kacey Musgraves. Platinum Music Award (Friday, August 23) recipients have been announced and the entertainers to celebrate the awards at The Lensic are being scheduled. Bandstand will have a full schedule from 5:30 – 7:00 on weeknights with other entertainment performed at The Lensic. We encourage every business to see how it can incorporate some live music into its operation during the week – do not miss this opportunity to participate and display how great our music scene is.

The Santa Fe Bandstand schedule of free entertainment from June 19 through August 9 is released and once again, Michael Delheim of Outside In Productions has assembled an outstanding variety of entertainment. Tuesdays through Friday there are two acts with the first performance starting at 6:00 p.m. and the second following at 7:15. Check out the full schedule at santafebandstand.org and make plans now to see your favorites. Saturdays in July features Swan Park on the Southside where the likes of Detroit Lighting and Al Hurricane, Jr. will also hold court.

Finally, the Santa Fe Railyard has a full schedule of events the entire season from Currents New Media Festival to art shows to music and other entertainment not to be missed. Check out the extensive calendar at railyardsantafe.com.

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

Add Your Summer Events and Special Offers to santafe.org

Advertising Special - Advertise Now on santafe.org



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.

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


Add Your Summer Events and Special Offers to santafe.org



This is your chance to get in front of visitors who are planning their summer vacationsǃ

The Event Calendar is one of the Top 3 most visited pages on santafe.org. Be sure to add your summer events and any other events you have planned for the rest of the year.

The Deals & Specials page is a great place to promote your special offers for the season or for the yearǃ Thousands of people visit the Deals & Specials page weekly. You will also have the opportunity to be featured in our monthly Deals & Specials e-newsletter, which is sent to more than 37,000 subscribers. If you do not have an offer listed – you are missing out.

To add your events or specials, click here to login to your Business Partner Dashboard.


Advertising Special - Advertise Now on santafe.org



SANTAFE.ORG ADVERTISING SPECIAL

20% DISCOUNT for Top Tier Traffic Pages

Secure your placement by May 31st


Tier 1 Banner Ad - $500 per month less 20% includes:
  • Calendar
  • Visiting Santa Fe / Things To Do
  • Visiting Santa Fe
  • What’s Happening
  • Must See Events
  • Visitors Guide

Tier 2 Banner Ad - $350 per month less 20% includes:
  • Visiting Santa Fe / Dine
  • Visiting Santa Fe / 72 Hour Itineraries
  • Visiting Santa Fe / Shopping
  • Visiting Santa Fe / Specials
  • Visiting Santa Fe / Things To Do / Day Trips

Deadline for Discount: May 31st at 5pm

Tier 3 & Tier 4 Pages Also Available at Regular Price.

Limited Space Available – Contact Now

Nancy Brown - sales@studiox.com or 505.660.4690




MARKETING INFORMATION ITEMS
 
TOURISM Santa Fe 2018 Annual Report

Free Margarita Trail Marketing Kits Now Available




TOURISM Santa Fe 2018 Annual Report



TOURISM Santa Fe has released the 2018 Annual Report. Learn more about our mission, KPIs, and the positive impacts our marketing and sales team efforts made in 2018.


Free Margarita Trail Marketing Kits Now Available



The Margarita Trail program has recently gone through a rebrand and we now have new counter displays, take away cards and brochures for your customers. These materials not only help explain what the Margarita Trail is, but includes a QR code for people to download the App quickly. Your customers can be on the Trail quicker than everǃ If you want to utilize any of these new tools to promote the program, please contact Ryan Dodge.

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

Remember that participants with the app will get all the margarita recipes on the Trail and they receive a $1off 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

April 2019 Performance Metrics

Visits
  • Total Sessions 97,873 (27.7% decrease Y/Y)
  • Unique Users 79,051 (27.7% decrease Y/Y)
  • Pages per Session 2.17 (9.6% increase Y/Y)
  • Average Time on Site 2:08 (8.2% increase Y/Y)
  • Conversion Rate 28.0% (201.2% increase Y/Y)

Visitor Gender
  • 57.9% Female
  • 42.1% Male

Visitor Age
  • 1.8% 18 - 24
  • 21.0% 25 - 34
  • 16.4% 35 - 44
  • 15.7% 45 - 54
  • 20.9% 55 - 64
  • 21.2% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 04/03/2019
    • Number sent: 55,578
    • Number opened: 9,620
    • Open rate: 17.6%
  • TOURISM Santa Fe Marketing Report
    • Sent: 04/10/2019
    • Number sent: 1,171
    • Number opened: 574
    • Open rate: 50.2%
  • Santa Fe Gift Guide
    • Sent: 04/10/2019
    • Number sent: 68,928
    • Number opened: 13,900
    • Open rate: 20.2%
  • Santa Fe Deals and Specials
    • Sent: 04/18/2019
    • Number sent: 38,714
    • Number opened: 7,023
    • Open rate: 18.2%
  • TOURISM Santa Fe Sales Report
    • Sent: 03/27/2019
    • Number sent: 1,151
    • Number opened: 431
    • Open rate: 37.5%

✝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
 
April continued to build on March’s strong performance with continued gains across most all KPIs. Facebook engagement grew 33.6% M/M, while PTAT saw a similar increase of 34% M/M (807% and 781% increases Y/Y respectively). Twitter reach took a slight dip of 2.97% M/M, though engagement was up 6.74% M/M (increases of 67% and 237% Y/Y). Instagram continued to be the quickest growing platform, with a 2.07% 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

April 2019 Performance Metrics
  • Total Page Followers: 68,779 (0.72% increase M/M)
  • People Talking About This (PTAT): 14,852 (34% increase M/M)
  • Engagement: 41,835 (33.6% increase M/M))
  • Top Ranking Post: Living here means being surrounded by desert vistas, sunshine, cultural traditions and an abundance of visual and performing arts. #TheCityDifferent
    • Reactions: 2822
    • Comments: 69
    • Reach: 37,755


Join us on Twitter Twitter
Twitter screenshot

April 2019 Performance Metrics
  • Followers: 14,280 (.54% increase M/M)
  • Monthly Impressions: 80,800 (2.97% decrease M/M)
  • Engagement: 1172 (6.74% increase M/M)
  • Top Ranking Post: Welcome to Santa Fe. A place where art is our culture. With experiences you'll never forget and treasures you can bring home. Where a sense of adventure extends from the outdoors onto your plate. Where you can let your spirit free and let your stress fade away. #TheCityDifferent
    • Impressions: 2794
    • Retweets: 13
    • Total engagements: 107


Join us on Instagram Instagram
Instagram screenshot

April 2019 Performance Metrics
  • Followers: 26071 (2.07% increase M/M)
  • Top Performing Post: ❤❤❤ #TheCityDifferent | SantaFe.org
    • Likes: 1490


Join us on Pinterest Pinterest
April 2019 Performance Metrics
  • Followers: 2607 (0.50% increase M/M)


Read the Santa Fe blog Santa Fe Blog
April 2019 Performance Metrics
  • Total Blog Views: 16,664 (13.4% decrease M/M)
  • Average Time on Blog: 2:50 minutes (flat)

April Blog Posts

The Insiders Guide to Visiting Santa Fe’s Museum Hill
  • Posted April 5, 2019
  • Views: 150
Santa Fe’s Art Scene Hits Full Bloom in May
  • Posted April 9, 2019
  • Views: 631
The Ultimate Santa Fe Weekend For Any Foodie
  • Posted April 17, 2019
  • Views: 271
This Summer’s Must See Markets, Festivals & Exhibitions
  • Posted April 19, 2019
  • Views: 109

Top 5 Viewed Blog Posts in April

Your 2019 Santa Fe Bucket List
  • Posted December 20, 2018
  • Views: 4291
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 2421
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 989
Most Instagram-able Locations in The City Different
  • Updated December 18, 2018
  • Views: 699
Can’t Miss Santa Fe Experiences
  • Posted October 16, 2018
  • Views: 579


Watch us on Youtbue YouTube
April 2019 Performance Metrics
  • Subscribers: 512 (1.19% increase M/M)
  • Views: 2700 (18.52% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 4/1/19-4/30/19
Impressions: 300,000
Media Cost: $2,720.00


Texas Monthly
Target market: Texas
Flight dates: 4/1/19-4/30/19
Impressions: 270,000
Media Cost: $9,585.00


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: 4/1/19-4/30/19
Impressions: 2,040,293
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: 4/1/19-4/30/19
Impressions: 772,963
Media Cost: $4,999.99


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 4/1/19-4/30/19
Impressions: 14,956
Go Travel Sites sent 175 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: 4/1/19-4/30/19
Impressions: 338,187
Media Cost: $5,189.99


Varick Media: Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/19-4/30/19
Impressions: 3,246,404
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: 4/1/19-4/30/19
Impressions: 2,853,709
Media Cost: $10,000.00


VideoAmp: OTT/CTV
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/19-4/30/19
Impressions: 1,511,288
Media Cost: $26,020,39
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: 4/1/19-4/30/19
Impressions: 174,338
Media Cost: $7,386.84

KIDS FREE PROMO

Pressboard/Family Vacation Critic: Native/Sponsored Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 4/1/19-4/30/19
Impressions: 36,281
Media Cost: $0.00 (added value)





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
This month we had a major feature article published in American Way magazine that spanned multiple pages and highlighted Meow Wolf, in addition to Santa Fe as a vacation destination with mentions of “where to stay” and “where to eat” in the city. The placement resulted from a TOURISM Santa Fe email pitch to the publication’s editor last fall and hosting the assigned writer in January 2019. This article appeared in the print edition and was also available online. Santa Fe has seen great publicity in the airline inflight publications this spring; with another Meow Wolf feature in the March 2019 issue of Southwest Airline’s magazine and a May 2019 cover story in American Airline’s “Celebrated Living” magazine distributed exclusively in premium cabins.

When comparing this month to April 2018, we saw a decrease year over year in impressions and earned media, however, we note the following outliers:
  • In April 2018, a CBS article syndicated to 23 outlets and accounted for more than 470 million impressions and three million dollars in advertising value.
  • A writer from The Telegraph also visited and provided nine hotel reviews – each of which were valued at more than $250,000 dollars and had a reach of more than 38 million.



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
 
April 2019
  • Pitches: 24 (26% increase Y/Y)
  • Press Releases: 0 (300% decrease Y/Y)
  • Media Visits: (50% decrease Y/Y)
  • Media Contacts: 145 (2% increase Y/Y)
  • Total Impressions: 12,942,203 (98% decrease Y/Y)
  • Earned Media: $904,749 (85% decrease Y/Y)

2019 Year To Date
  • Pitches: 390 (5% increase Y/Y)
  • Press Releases: 3 (57% decrease Y/Y)
  • Media Visits: 19 (6% increase Y/Y)
  • Media Contacts: 524 (6% increase Y/Y)
  • Total Impressions: 742,859,263 (53% increase Y/Y)
  • Earned Media: $6,941,820 (31% decrease Y/Y)



RECENT ACCOLADES
 
24/7 Wall Street awarded the Georgia O’Keeffe Museum New Mexico’s museum of choice for “The best museum in every state” on April 29.


VISITING PRESS
 
Anastasia Healy visited the destination April 13 and 14 on assignment for Frommers.com.

Eileen Gunn, editor of FamiliesGoǃ, an online family travel site, visited the destination April 24-26.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

Mommy Nearest
As a result of hosting writer Priscilla Blossom in November 2018, outlet featured Santa Fe in an article entitled, “25 Best Things to Do With Kids in Santa Fe, New Mexico” on April 10.

Jewish Journal
As a result of hosting Karin Leperi on the September 2018 FAM, outlet featured Santa Fe in an article entitled, “Essential Santa Fe” on April 16.

SheKnows
Outlet provided a comprehensive article, The Mom’s Guide to Santa Fe on April 16.

Dating News
As a result of media outreach, outlet featured Santa Fe in an article entitled, “Editors’ Choice Award: Santa Fe is a Historical & Contemporary Date Destination in the Heart of New Mexico” on April 17.

Look Who’s Blogging
As a result of hosting blogger Tony Wang of Look Who’s Blogging in March, outlet featured Santa Fe in two Youtube videos:
  • Things to do in Santa Fe with Kids (Georgia O'Keeffe Museum/SF Children's Museum/Meow Wolf)
  • Things to do in Santa Fe with Kids (State Capitol/New Mexico History Museum/Bug Museum)

The Daily Meal
As a result of media outreach, outlet included Santa Fe in a story on “35 Great Food Towns Nobody Knows About” on April 26.

Magazines (print/online)

American Way
As a result of hosting Hunter Braithwaite, outlet featured Santa Fe in an online and print article entitled, “Chaos Theory” in the April 2019 issue.

BlackBook
As a result of is a result of hosting Alissa Fitzgerald in November 2018, outlet featured Santa Fe in an article entitled, “From Haunted Hotel Bars to Peruvian Conceptual Art: A Genuinely Illuminating Weekend in Santa Fe” on April 16.

Reader’s Digest
As a result of media outreach, outlet included Santa Fe in a story on “40 Affordable Destinations for a Family Vacation” on April 19.


View this email as a web page to see images