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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


The time is now to submit your application for funding consideration in the 2020 Occupancy Tax Advisory Board (OTAB) grant program. As in Fiscal Year 2019, OTAB has $100,000 available. With this money, OTAB can recommend support of marketing needs for new or expanded efforts by non-profits to bring more tourism to the city.

An application for a new event can request up to $30,000 for funding consideration of first-year marketing efforts. Then, after proving successful use of the funds, a grantee can be awarded up to $15,000 (50% of year one amount) in the second year and up to $7,500 (50% of year two amount) in year three of the event development process. Applications can be submitted through November 15 at 5p.m., and will be evaluated by OTAB in early December, at which point applicants may be asked to make an in-person presentation.
The eventual granted amount of any award will be based on the adherence to the criteria for funding, the value of the concept in bringing tourism to Santa Fe, and the total amount requested by all applicants. For detailed information on the OTAB grant process, please visit the city website: santafenm.gov/otab_committee.

You can also contact me at rrandall@santafenm.gov if you have any specific questions that the website does not address.

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



MARKETING ACTION ITEMS
 
[Last Chance] 2020 Santa Fe Visitors Guide Updates

[Apply Now] OTAB Grant Event Funding

[RSVP Today] Creativity, Social Impact, and Soft Power Panel Discussion

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




[Last Chance] 2020 Santa Fe Visitors Guide Updates



The deadline to submit updates is October 15, 2019.

Lodgers: Click here to submit your property information. Completing this process ensures that your property’s information in the Visitors Guide is up to date and accurate. If you represent more than one property, please fill out one survey for each property. If you do not respond, we will publish the information that was listed in the 2019 Visitors Guide.

Annual Events: Click here to submit the dates for your 2020 Annual Events. Please fill out one form per event.

The deadline to submit your responses is October 15, 2019. If you have questions, contact Athena Martinez at ammartinez@santafenm.gov or 505-955-6214.


[Apply Now] OTAB Grant Event Funding



TOURISM Santa Fe is now accepting 2020 applications for Occupancy Tax Advisory Board (OTAB) grants for use in calendar year 2020. The deadline to submit your application is November 15, 2019 at 5:00 pm.

Review of all grant applications will be conducted prior to the end of the year and funds will be available on a reimbursement basis during 2020.

The purpose of the OTAB funding program is to support marketing efforts of third party, non-profit organizations that will increase tourism through new, multi-year events or the expansion of existing multi-year events. Applicants must be multi-day events with a strong attraction to bring overnight tourists to Santa Fe.

Click here for more information and to apply.


[RSVP Today] Creativity, Social Impact, and Soft Power Panel Discussion



Lord Cultural Resources and the New Mexico Department of Cultural Affairs invite you to participate in Creative, Social Impact, and Soft Power, a dynamic discussion with Gail Lord and a panel of New Mexico’s leading creative-sector thinkers. New Mexico is a hub of innovation, culture and creativity. Our speakers will discuss how this cultural capital creates “soft power,” which we can harness to address some of the most important social issues of our time.

WHEN: Wednesday, October 23, 2019 from 4:00-6:00 pm

WHERE: New Mexico History Museum Performing Arts Theater, 113 Lincoln Avenue, Santa Fe

RSVP today






More than just a FREE LISTING — Get FEATURED on SantaFe.org
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
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#3 Calendar Featured Event - $100 per 30 days
300 pixel x 200 pixel Photo, Descriptive Text and Contact Info with links
See live Featured Events on the Calendar page
NOW Your Event can stand out with this NEW Featured Event Optionǃ




For more details visit: santafe.org/advertise/

Contact sales@studiox.com • 505.660.4690




MARKETING INFORMATION ITEMS
 
Condé Nast Traveler Readers' Choice Awards

“Uncover Your Different” Advertising Campaign Launch

New Margarita Trail Paper Passports



Condé Nast Traveler Readers' Choice Awards




Santa Fe has been recognized as the number two city on the “Top 10 Small Cities in the U.S.” list in the 2019 Condé Nast Traveler Readers' Choice Awards.

The Inn of the Five Graces and La Fonda on the Plaza earned top honors ranking as the number one and number two hotels, respectively, on the “Top 20 Hotels in the USA/Southwest & West” list.

Additional honors for Santa Fe area properties include:

Top 10 Hotels in USA
  • 4th – Inn of the Five Graces
Top 20 Hotels in USA/Southwest & West
  • 1st – Inn of the Five Graces
  • 2nd – La Fonda on the Plaza
  • 9th – Eldorado Hotel & Spa
  • 12th – Rosewood Inn of the Anasazi
Top 30 Resorts in USA/Southwest & Texas
  • 7th – La Posada de Santa Fe, a Tribute Portfolio Resort & Spa’
  • 11th – Ojo Caliente Mineral Springs Resort & Spa
  • 30th – Four Seasons Resort Rancho Encantado Santa Fe
The Condé Nast Traveler Readers’ Choice Awards are the longest-running and most prestigious recognition of excellence in the travel industry and are commonly known as “the best of the best of travel.” The full list of winners can be found here.


“Uncover Your Different” Advertising Campaign Launch



Last month TSF and our advertising agency, Vladimir Jones, launched a new advertising campaign called Uncover Your Different. The campaign is centered around the idea that there is something for everyone in Santa Fe, and you may be quite surprised to find what exactly that something is for you. It’s a blend of education and self-discovery and it sheds light on all the things that make The City Different.

To view the new video spots, click here. You can also read the entire press release here.


New Margarita Trail Paper Passports



The new Margarita Trail Passports are HEREǃ This new version includes all of our new locations and updated margaritas. Be sure to get your new Passports today. If you have inventory of the old paper passport, exchange them for the new versionǃ Contact Ryan Dodge at rhdodge@santafenm.gov or call 505-955-6232 to get your new Passports. There is no cost for this exchange.

Your customers will also be able to exchange their old paper passports for a new one at any of our three Visitor Centers. Again, there is no cost for this exchange.

Remember that participants on the Santa Fe Margarita Trail get all the margarita recipes and receive $1 off each margarita on the trailǃ 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 margarita 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 www.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 encouraging your patrons to experience the Santa Fe Margarita Trailǃ



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

September 2019 Performance Metrics

Visits
  • Total Sessions 135,036 (30.0% increase Y/Y)
  • Unique Users 108,193 (31.1% increase Y/Y)
  • Pages per Session 2.07 (6.5% decrease Y/Y)
  • Average Time on Site 2:08 (14.1% decrease Y/Y)
  • Conversion Rate 9.1% (24.6% decrease Y/Y)

Visitor Gender
  • 61.2% Female
  • 38.8% Male

Visitor Age
  • 5.3% 18 - 24
  • 20.1% 25 - 34
  • 16.1% 35 - 44
  • 17.0% 45 - 54
  • 22.3% 55 - 64
  • 19.2% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 09/03/2019
    • Number sent: 58,305
    • Number opened: 7,905
    • Open rate: 13.8%
  • TOURISM Santa Fe Marketing Report
    • Sent: 09/11/2019
    • Number sent: 1,141
    • Number opened: 384
    • Open rate: 34.1%
  • Santa Fe Deals and Specials
    • Sent: 09/19/2019
    • Number sent: 43,859
    • Number opened: 6,484
    • Open rate: 15.0%
  • TOURISM Santa Fe Sales Report
    • Sent: 09/25/2019
    • Number sent: 1,157
    • Number opened: 331
    • Open rate: 29.2%

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

✝✝Rate limit changes at major email providers and spam filter changes that affected email deliverability took place in June/July. This affected open rates and newsletter list size/growth, with the effects still ongoing.



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
 
September continued a string of solid months. Facebook Engagement and PTAT remained strong, though organic numbers dipped from last month’s peak numbers (26.7% & 10.6% decrease M/M respectively), though promotion of new creative saw a record number of referrals to SantaFe.org. Twitter engagement reached an all-time high, growing 5% over last month’s record setting numbers. Pinterest and Instagram followings continue to grow steadily, while paid promotion of the new Vladamir Jones creative drove all-time record views on the YouTube channel, generating over 653k views for the 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

September 2019 Performance Metrics
  • Total Page Followers: 72,029 (.89% increase M/M)
  • People Talking About This (PTAT): 18,449 (10.6% decrease M/M)
  • Engagement: 47,357 (26.7% decrease M/M)
  • Top Ranking Post: “Santa Fe Skyline. #TheCityDifferent Photo: @drmnewmexico”
    • Reactions: 4615
    • Comments: 51
    • Reach: 40,430


Join us on Twitter Twitter
Twitter screenshot

September 2019 Performance Metrics
  • Followers: 14,763 (.52% increase M/M)
  • Monthly Impressions: 89,100 (.33% decrease M/M)
  • Engagement: 1750 (5.0% increase M/M)
  • Top Ranking Post: “Feeling a bit less gloomy today. #TheCityDifferent | www.SantaFe.org photo: @estevan_robles”
    • Impressions: 4,451
    • Retweets: 6
    • Total engagements: 200


Join us on Instagram Instagram
Instagram screenshot

September 2019 Performance Metrics
  • Followers: 28,484 (1.87% increase M/M)
  • Top Performing Post: “Land of Enchantment. #TheCityDifferent | www.SantaFe.org photo: @mjgphoto505”
    • Likes: 1892


Join us on Pinterest Pinterest
September 2019 Performance Metrics
  • Followers: 2716 (1.12% increase M/M)


Read the Santa Fe blog Santa Fe Blog
September 2019 Performance Metrics
  • Total Blog Views: 10,351 (10.2% decrease M/M)
  • Average Time on Blog: 3:03 minutes (14.9% decrease M/M)

September Blog Posts

Fall for these 11 October Events in Santa Fe
  • Updated September 17, 2019
  • Views: 400
Experience Balloon Fiesta in a “Different” Way
  • Updated September 11, 2019
  • Views: 207

Top 5 Viewed Blog Posts in September

A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 1100
11 Events You Can’t Miss in Santa Fe This September
  • Updated August 8, 2019
  • Views: 697
Five Santa Fe October Events You Shouldn’t Miss
  • Posted September 6, 2016
  • Views: 485
Fall for these 11 October Events in Santa Fe
  • Updated September 17, 2019
  • Views: 400
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 342


Watch us on Youtbue YouTube
September 2019 Performance Metrics
  • Subscribers: 580 (4.50% increase M/M)
  • Views: 653,141 (275.2% increase M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target Markets: New Mexico
Flight Dates: 9/1/19 -9/30/19
Impressions: 70,000
Media Cost: $4,430.00



Springs Magazine
Target Markets: Colorado Springs
Flight Dates: 9/1/19 -9/30/19
Impressions: 25,000
Media Spend: $2,900.00



Phoenix Magazine
Target Markets: Greater Phoenix Area
Flight Dates: 9/1/19 – 9/30/19
Impressions: 140,000
Media Spend: $5,650.00



5280 Magazine
Target Markets: Greater Denver Area
Flight Dates: 9/1/19 – 9/30/19
Impressions: 90,000
Media Spend: $9,735.00



Texas Monthly
Target Market: Texas/National
Flight Dates: 9/1/19 – 9/30/19
Impressions: 270,746
Media Spend: $9,850.00



DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

Google Display Network
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 9/1/19 - 9/30/19
Impressions: 1,054,789
Media Spend: $1,935.02



YouTube TrueView
Target Markets: National, Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 9/1/19 - 9/30/19
Impressions: 1,272,172
Media Spend: $14,915.41
Links to Videos:



New Mexico Magazine
Added Value E-Newsletters
Target Markets: New Mexico
Flight Dates: 11 am on 9/11/19 & 11am on 9/25/19
Opens: 15,930
New Mexico Magazine 2020 Calendars
New Mexico Magazine September 2019 Newsletter

Facebook & Instagram
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 9/16/19 - 9/30/19
Impressions: 559,921
Media Spend: $4,878.88



Video Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 9/16/19 - 9/30/19
Impressions: 327,100
Media Spend: $3,559.57



Lead Generation:
Target markets: National
Flight Dates: 9/16/19 - 9/30/19
Impressions: 8,208
Media Spend: $162.48



Pinterest
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 9/16/19 - 9/30/19
Impressions: 106,320
Media Spend: $1,234.33



Video Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 9/16/19 - 9/30/19
Impressions: 146,675
Media Spend: $2,136.50



LinkedIn
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 9/16/19 - 9/30/19
Impressions: 26.654
Media Spend: $682.21



SEM

Google Search
Target Markets: National
Flight Dates: 9/1/19 - 9/30/19
Impressions: 156,548
Media Spend: $10,561.80

Bing Search
Target Markets: National
Flight Dates: 9/1/19 - 9/30/19
Impressions: 24,069
Media Spend: $2,451.39

Refinery29
Added Value Dedicated Email Package
Target Market: National
Flight Dates: 9/13/19
Impressions: 20,000



Refinery29
Lifestyle Influencer Social Bomb Package - Emily Men - IG Post
Target Market: National
Flight Dates: 9/9/19-11/30/19
Impressions: 136,600
Total Spend: Package



Refinery29
2x Social Bomb- Emily Men IG Story



Refinery29
2x Social Bomb- Caitlin Bea IG Story



Refinery29
2x Social Bomb- Added Value



Refinery29
2x Social Bomb- Added Value



Refinery29
Geo-Targeted Display Package (Chicago & Los Angeles) - 729x90
Target Market: Chicago & Los Angeles
Flight Dates: 9/9/19-11/30/19
Impressions: 85,942
Total Spend: $1,546.96



Geo-Targeted Display Package (Chicago & Los Angeles) - 300x600



Geo-Targeted Display Package (Chicago & Los Angeles) - 300x250



Geo-Targeted Display Package (Chicago & Los Angeles) - 300x250 mobile



Geo-Targeted Display Package (Chicago & Los Angeles) - 300x50 mobile



Refinery29
RON + Audience Extension Display Package - 728x90
Target Market: National
Flight Dates: 9/9/19-11/30/19
Impressions: 573,277
Total Spend: $6,306.05



RON + Audience Extension Display Package - 300x600



RON + Audience Extension Display Package - 300x250



RON + Audience Extension Display Package - 300x250 mobile



RON + Audience Extension Display Package - 300x50 mobile



Refinery29
AV RON + Audience Extension Display Package - 728x90
Target Market: National
Flight Dates: 9/9/19-11/30/19
Impressions: 376,174
Total Spend: AV



AV RON + Audience Extension Display Package - 300x250



AV RON + Audience Extension Display Package - 300x250 mobile



AV RON + Audience Extension Display Package - 300x50 mobile



AV RON + Audience Extension Display Package - Newsletter Sponsorship



Outside Online
Digital
Target Market: National
Flight Dates: 9/9/19-11/30/19
Impressions: 363,238
Total Spend: $7,661













TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
A major feature in the Wall Street Journal on skiing in Santa Fe appeared in both print and online this month. There was also a great feature article promoting shopping on Conde Nast Traveler’s website. Both articles were assisted by the TOURISM Santa Fe PR team and highlighted the destination in dedicated features. Together these two articles drove 96% of the earned media value for the month. We saw success with a press release promoting Indigenous Peoples’ Day. The event received coverage locally, as well as in a larger story on ReadersDigest.com and the current issue of AAA New Mexico Journey.

The earned media and impressions are lower this year, in comparison to September 2018. The decrease is due to a Washington Post feature article, “An Enchanting Search for a Southwestern Ghost” which syndicated last year through many publications including Chicago Tribune, San Francisco Chronicle, Los Angeles Times and Houston Chronicle which drove sixty percent of the total earned media value and 61% of the total impressions.

TOURISM Santa Fe hosted a group press trip with an itinerary of “Only in Santa Fe,” September 21-25. This theme has been repeated for many years as it focuses on the iconic Santa Fe institutions and each year the itinerary is updated to highlight what’s new yet quintessential to the city. This year’s group was active on social media while in the destination and the first piece of coverage from the FAM appeared on October 3. Over this same timeframe we hosted several individual journalists and will see many pieces of coverage coming from those writers through the fall and winter months as well.


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
 
September 2019
  • Pitches: 30 (Up 20% Y/Y)
  • Press Releases: 1 (Down 50% Y/Y)
  • Media Visits: 12 (Up 50% Y/Y)
  • Media Contacts: 157 (Up 1% Y/Y)
  • Earned Media: $1,074,908 (Down 25% Y/Y)
  • Total Impressions: 55,153,837 (Down 74% Y/Y)

Year to Date 2019
  • Pitches: 566 (Up 11% Y/Y)
  • Press Releases: 8 (Down 46% Y/Y)
  • Media Visits: 56 (Down 9% Y/Y)
  • Media Contacts: 1,297 (Down 6% Y/Y)
  • Earned Media: $13,309,139 (Down 34% Y/Y)
  • Total Impressions: 1,410,695,650 (Down 31% Y/Y)



RECENT ACCOLADES
 
Conde Nast Traveler ranked Santa Fe as the #2 city in their Readers’ Choice Awards for the category of “Top 10 Small Cities in the U.S.

Santa Fe was noted as an honoree in the Departures’ 2019 Legend Awards under the category of “Best Cities to Visit This Year.


VISITING PRESS
 
TOURISM Santa Fe hosted the following journalists in September:
  • Beverly Denver of Houston Woman Magazine visited September 4-6.
  • Fyllis Hockman and Victor Block of Creators.com visited from September 15-19.
  • Sonya Zalubowski of Seniortravelswithsaz.blogspot.com & Seniorwomen.com visited September 22-24.
  • David Zalubowski, Associated Press photographer visited with his sister Sonya, September 22-24.
  • Arnold Wayne Jones of the Dallas Voice visited for a day on September 23, during a press stay at the Hyatt Tamaya.
  • Sandra Bornstein of The Traveling Bornstein’s visited September 22-25.
The media participants on the “Only in Santa Fe” group press trip included:
  • Gerald McLeod of the Austin Chronicle
  • Rita Cook of INSIDER Magazine
  • Nneka M. Okona (Freelance)
  • Deborah Kirk of Diablo Magazine
  • Roberto Friedman of Bay Area Reporter – Read his story online nowǃ



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Online

As a result of providing reporter, Jami Seymore, with B-roll footage of Santa Fe Music Week, KRQE-TV published a feature titled, “Enjoy Free Musical Performances during Santa Fe Music Week,” to their website on August 28.

As a result of hosting Glenda Winders, she published a story featuring Santa Fe to Indianapolis lifestyle publication, South Magazine titled, “The City Different,” in the Fall 2019 issue.

As a result of La Posada’s Executive Chef, Tom Kerpon, appearing on the SoCal Restaurant Show, his perspective on Santa Fe and its restaurants were featured on the show’s September 7, episode as well as in an article on their website.

As a result of hosting Gabrielle Pharms in August 2019, she produced an article on VinePair titled, “You’re Not the Only One Who Doesn’t Totally Know How to Talk About Hard Kombucha,” which featured Santa Fe’s HoneyMoon Brewery.

As a result of assisting Ashlea Halpern, Conde Nast Traveler included Santa Fe in a piece titled, “The Seven-Stop Shopping Guide to Santa Fe.”

As a result of assisting Nancy Keates with a story surrounding skiing, The Wall Street Journal published an article titled, “Thanks to Skiing, It’s All Uphill for Santa Fe’s Luxury-Home Market.”

As a result of hosting Justin Parker on the May 2019 group press trip, Manhattan Digest published an article featuring Santa Fe titled, “The Technicolor Coyote - Santa Fe’s Native Nouveau Renaissance.”

As a result of media outreach to Morgan Cutolo, Reader’s Digest published an article titled, “15 Can’t Miss Columbus Day Weekend Travel Deals You Need to Book,” in which Hotel Chimayo was featured.

As a result of hosting writer Sonya Zalubowski, she published a feature to her blog, Senior Travels with Saz, titled, “New Mexico’s Wide Open Skies Beckon.”

Magazines (print/online)

As a result of media outreach, New Mexico Journey AAA published a “Going Places” feature surrounding Indigenous Celebrations in Santa Fe in the September/October 2019 issue.

As a result of assisting journalist Marlene Shyer with an individual press trip in August 2018, Passport Magazine featured Santa Fe in an article titled, “The Art and Allure of Santa Fe, New Mexico.”

As a result of assisting Nancy Keates with a story surrounding skiing, The Wall Street Journal published an article titled, “Art, Opera and Prime Ski Slopes,” which was featured in the Friday, September 20, print edition.

As a result of media outreach to Teya Vita, the Santa Fe New Mexican published an article titled, “A campaign of connection,” in which the TOURISM Santa Fe advertising efforts and new campaign were discussed.


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