View as webpage   
 
TOURISM Santa Fe September 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


Santa Fe’s arts scene is no secret; but now, its unique appeal is backed by science. SMU DataArts, the National Center for Arts Research at Southern Methodist University in Dallas recently announced Santa Fe has received the top ranking for Arts Vibrancy in a medium-sized community for the second year in a row. The ranking goes on to state that, out of more than 900 communities ranked, regardless of size, Santa Fe is actually the #1 arts community across the nation on a per capita basis.

Once again, this re-affirms the fact that Santa Fe is an unparalleled cultural haven, with “more artists, writers and designers than just about any city in the country and home to one of the largest art markets in the country.” The report goes on to detail the importance of our three major markets, the innovative galleries, SITE Santa Fe, the Santa Fe Opera and the many non-profits devoted to new arts experiences that energizes the thriving contemporary arts scene. The list of recognition of the visual and performing arts goes on and on, making one realize how special our community really is and how it stands out and above the rest that strive to focus on the arts.

Our mission is to cherish what we have and support new additions into the art scene in Santa Fe. All partners in our tourism community must do the same and ensure our visitors have maximum exposure to all aspects of the arts. As the Arts Commission takes on new leadership with Pauline Kamiyama joining the team this month, I am confident it will play an even more important role in keeping Santa Fe on top.

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



MARKETING ACTION ITEMS
 
2020 Santa Fe Visitors Guide Updates Needed

Submit your OTAB Grant Application

Last Chance: Nominate Your Top HAT

DUE OCT. 1ST - SF Gift Guide Winter Holiday Edition - $100




2020 Santa Fe Visitors Guide Updates Needed



Work has started on next year’s Official Santa Fe Visitors Guide and now is the time to send us your updated information for the Guide.

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.


Submit your OTAB Grant Application



TOURISM Santa Fe announces the opening of the application period for Occupancy Tax Advisory Board (OTAB) grants for use in calendar year 2020.

TOURISM Santa Fe will accept 2020 applications from September 15 through 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.


Last Chance: Nominate Your Top HAT



This is your last chance to nominate a “Top HAT” in the field of New Mexico hospitality and tourism. The Top HAT (Hospitality and Tourism) Awards celebrate and recognize outstanding teams or individuals who have shown exceptional dedication to their company or organization’s brand promise. This is when we get to shine a light on the people, businesses, and campaigns that make New Mexico and Santa Fe tourism the star that it isǃ

Nominations must be submitted by Sunday, September 15.

Awards include:
  • Marketing Awards (Best Print Campaign, Best Digital Campaign, Best Social Media Campaign, Best Broadcast Campaign, Most Innovative Campaign)
  • Product Development Awards (Outstanding Event, Outstanding Attraction, Best New Experience)
  • Personnel Awards (Front-of-House Food & Beverage, Front-of-House Hospitality, Back-of-House Food & Beverage, and Back-of-House Hospitality)
  • Premier Awards (Hospitality Professional of the Year, Tourism Professional of the Year, Full Service Hotel of the Year, Limited Service Hotel of the Year, Supplier/Vendor of the Year).
Nominate your Top HAT today and let’s represent Santa Feǃ Click here to learn more.


DUE OCT. 1ST - SF Gift Guide Winter Holiday Edition - $100


The next SANTA FE GIFT GUIDE will be emailed on October 29, 2019

  • It will be sent to over 60,000 SantaFe.org newsletter subscribers.
  • The timing of this 6 month edition targets the winter holiday shoppers.
  • Join now and in addition, you'll be featured on the Santa Fe Gift Guide page on SantaFe.org until late April 2020.
  • Just $100 plus taxǃ

See the current Santa Fe Gift Guide page: santafe.org/Santa_Fe_Gift_Guide

Below is an image sample from the Gift Guide.


Or see the current, live, online edition of the Gift Guide page: santafe.org/Santa_Fe_Gift_Guide

To reserve your place, contact Nancy Brown, 505.660.4690 or sales@studiox.com



MARKETING INFORMATION ITEMS
 
TSF Press Desk Sides in San Francisco

Margarita Trail Paper Passports



TSF Press Desk Sides in San Francisco



TSF Public Relations Manager, Joanne Hudson, conducted press desk sides in San Francisco from August 8-14 and met with the following journalists and publications:

  • Diablo Magazine, Editorial Director, Deborah Kirk
  • Marina Times Writer, Patty Burness
  • Freelance Writer, Frederic Hamber
  • Freelance Writer, Amy Sherman
  • Content Creators, Shelbi Okumura and Catarina Mello
  • Freelance Writer, Kathy Chin Leong
  • Bay Area Reporter, Arts & Culture Editor, Roberto Friedman
  • Red Tricycle, Bay Area Editor, Kate Loweth
While in the San Francisco Bay Area, Joanne also attended the Book Passage Travel Writers and Photographers conference and had pitch conversations with conference presenters including Travel Editors for AAA Westways, LA Times, and AFAR Magazine. She also spoke with freelance writers Jill Robinson, Marcia DeSanctis, Don George, Jeff Greenwald, Michael Shapiro, Celeste Brash and Lavinia Spalding.


Margarita Trail Paper Passports



A brand-new updated paper passport will be available mid-Septemberǃ 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 three 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 your customers about the Santa Fe Margarita Trailǃ



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

August 2019 Performance Metrics

Visits
  • Total Sessions 111,889 (12.0% decrease Y/Y)
  • Unique Users 87,473 (14.7% decrease Y/Y)
  • Pages per Session 2.17 (0.2% decrease Y/Y)
  • Average Time on Site 2:30 (2.7% increase Y/Y)
  • Conversion Rate 13.9% (13.2% increase Y/Y)

Visitor Gender
  • 60.0% Female
  • 40.0% Male

Visitor Age
  • 4.4% 18 - 24
  • 20.2% 25 - 34
  • 15.3% 35 - 44
  • 16.0% 45 - 54
  • 22.5% 55 - 64
  • 21.6% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 08/07/2019
    • Number sent: 57,389
    • Number opened: 7,817
    • Open rate: 13.7%
  • TOURISM Santa Fe Marketing Report
    • Sent: 08/14/2019
    • Number sent: 1,166
    • Number opened: 408
    • Open rate: 35.0%
  • Santa Fe Deals and Specials
    • Sent: 08/22/2019
    • Number sent: 42,421
    • Number opened: 6,381
    • Open rate: 15.2%
  • TOURISM Santa Fe Sales Report
    • Sent: 08/28/2019
    • Number sent: 1,142
    • Number opened: 328
    • Open rate: 28.7%
  • Autumn Days the Santa Fe Way
    • Sent: 08/28/2019
    • Number sent: 30,190
    • Number opened: 5,941
    • Open rate: 19.7%

✝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.

✝✝✝Open rates are still depressed for August 2019. This is due to rate limit changes at major email providers that incorrectly classified opt-in newsletters as spam as well as spam filter changes that affected email deliverability that took place in June/July.



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
 
August continued to build on the momentum generated by a strong June and July, and saw growth across all KPIs, many reaching all-time high levels. Facebook Engagement and PTAT both saw double-digit growth (32.9% & 13.2% increase M/M respectively), both reaching record numbers for the channel. Twitter engagement also reached an all-time high, growing 26.8% M/M. Pinterest and Instagram followings continue to grow steadily, while a paid Brand Anthem push drove all-time record views on the YouTube channel, generating over 174k 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

August 2019 Performance Metrics
  • Total Page Followers: 71,393 (1.1% increase M/M)
  • People Talking About This (PTAT): 20,647 (13.2% increase M/M)
  • Engagement: 64,593 (32.9% increase M/M)
  • Top Ranking Post: “Santa Fe Skyline. #TheCityDifferent Photo: @drmnewmexico”
    • Reactions: 6694
    • Comments: 57
    • Reach: 52,563


Join us on Twitter Twitter
Twitter screenshot

August 2019 Performance Metrics
  • Followers: 14,868 (.53% increase M/M)
  • Monthly Impressions: 89,400 (.56% increase M/M)
  • Engagement: 1315 (26.8% increase M/M)
  • Top Ranking Post: “Santa Fe Skyline. #TheCityDifferent | www.SantaFe.org photo: @drmnewmexico”
    • Impressions: 2432
    • Retweets: 8
    • Total engagements: 109


Join us on Instagram Instagram
Instagram screenshot

August 2019 Performance Metrics
  • Followers: 27,960 (1.79% increase M/M)
  • Top Performing Post: “Not your typical skyline. #TheCityDifferent | www.SantaFe.org
    • Likes: 1918


Join us on Pinterest Pinterest
August 2019 Performance Metrics
  • Followers: 2686 (.75% increase M/M)


Read the Santa Fe blog Santa Fe Blog
August 2019 Performance Metrics
  • Total Blog Views: 11,524 (19.4% increase M/M)
  • Average Time on Blog: 3:15 minutes (4.4% decrease M/M)

August Blog Posts

9 Must Have Experiences at Santa Fe Indian Market
  • Updated August 6, 2019
  • Views: 1495
7 Must-See August Events in The City Different
  • Updated August 8, 2019
  • Views: 29
11 Events You Can’t Miss in Santa Fe This September
  • Updated August 8, 2019
  • Views: 685

Top 5 Viewed Blog Posts in August

9 Must Have Experiences at Santa Fe Indian Market
  • Updated August 6, 2019
  • Views: 1495
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 915
11 Events You Can’t Miss in Santa Fe This September
  • Updated August 8, 2019
  • Views: 685
Five Santa Fe October Events You Shouldn’t Miss
  • Posted September 6, 2016
  • Views: 685
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 363


Watch us on Youtbue YouTube
August 2019 Performance Metrics
  • Subscribers: 555 (2.40% increase M/M)
  • Views: 174,100 (5.5% increase M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target Markets: New Mexico
Flight Dates: 8/1/19 - 8/31/19
Impressions: 70,000
Media Cost: $2,720.00


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: 8/1/19 - 8/31/19
Impressions: 495,786
Media Cost: $597.48


YouTube TrueView
Target Markets: National, Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 8/1/19 - 8/31/19
Impressions: 347,928
Media Cost: $4,929.92
Link to Video: youtube.com


New Mexico Magazine E-newsletter
Target Market: New Mexico
Send Date: 8/2/19
Opens: 8,295


SEM

Google Search
Target market: National
Flight dates: 8/1/19 - 8/31/19
Impressions: 161,038
Media Cost: $9,136.24

Bing Search
Target market: National
Flight dates: 8/1/19 - 8/31/19
Impressions: 12,312
Media Cost: $1,202.89



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
Throughout August 2019, Santa Fe was featured in several national and international publications including USA Today, Forbes, Real Simple, National Geographic Traveller UK, The Independent and Reader’s Digest among others. Most notably, Santa Fe Wine & Chile Fiesta finished at third place in USA Today’s 10Best Wine Festivals list and was also promoted in a Forbes article highlighting “9 U.S. Fall Festivals Worth Traveling For.”

Santa Fe was also a topic of conversation in multiple television and podcast interviews including one with PBS News Hour that discussed the International Folk Art Market and another on KOAT highlighting Santa Fe Music Week. In a separate interview with Big Blend Radio, Santa Fe’s dining scene was emphasized for its variety of drinks and multicultural-inspired menus as well as to promote the upcoming International Food Wine Travel Writers Association (IFWTWA) conference that will be held in Santa Fe in November 2019.


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
 
August 2019
  • Pitches: 38 (Up 18% Y/Y)
  • Press Releases: 2 (Up 200% Y/Y)
  • Media Visits: 7 (Down 22% Y/Y ) TSF limited press visits in the first half of August due to hotel hosting availability
  • Media Contacts: 175 (Up 3% Y/Y)
  • Total Impressions: 191,930,604 (Up 56% Y/Y)
  • Earned Media: $1,278,188 (Up 23% Y/Y)

Year to Date 2019
  • Pitches: 536 (Up 10% Y/Y)
  • Press Releases: 7 (Down 46% Y/Y)
  • Media Visits: 44 (Down 4% Y/Y)
  • Media Contacts: 1,145 (Down 6% Y/Y)
  • Total Impressions: 1,331,520,153 (Down 26% Y/Y)
  • Earned Media: $12,074,087 (Down 36% Y/Y)



RECENT ACCOLADES
 
The National Center for Arts Research at Southern Methodist University in Dallas ranked Santa Fe, New Mexico as the #1 Most Arts-Vibrant Medium-Sized Community in America.


VISITING PRESS
 
TOURISM Santa Fe hosted the following journalists in August:
  • Leeyong Soo returned to Santa Fe after initially visiting in July, August 10-12.
  • Native Max Magazine for SWAIA Indian Market, August 15-19.
  • Cori Solomon and Andrew Harris of IFWTWA, August 25-28.
  • Catherine Marshall of Sydney Morning Herald/The Age, August 26 -30.
  • Marye Audet of Restless Chipotle, August 28.



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Online

As a result of finishing third in the USA Today 10Best Wine Festivals, Santa Fe Wine & Chile Fiesta was included in the list.

As a result of hosting Lisa Smith of Big Blend Magazines in the destination in June 2019, the outlet published an article featuring the IFWTWA Conference, La Fonda On the Plaza and TOURISM Santa Fe interview and press release.

As a result of hosting Mike Yardley of For the Love of Travel in fall 2018, he published the following article titled, “Under the Spell of Santa Fe,” and an article titled, “Santa Fe’s La Fonda on the Plaza.”

As a result of research conducted by SMU DataArts, the National Center for Arts Research at Southern Methodist University in Dallas ranked Santa Fe, New Mexico as the #1 Most Arts-Vibrant Medium-Sized Community in America.

As a result of hosting Christie Dietz of National Geographic Traveller UK in May 2019, the outlet published an article titled, “Tasting New Mexico Chiles in Santa Fe.”

As a result of hosting Christopher Elliott of USA Today in March 2019, the outlet published an article titled, “With museums, hiking, and history, Santa Fe is full of fun for families.”

Additionally, Christopher Elliott, published a story titled, “Why Santa Fe is a hot destination for families,” to his blog, Elliott Advocacy.

As a result of providing images to Michelle Marie Arean of Recommend, she wrote and published a story titled, “Travelers Seeking Lesser-Known Spots Across the U.S.

As a result of distribution of the Santa Fe Music Week Release, Fun Travelsǃ published details about the event in an article titled, “Fun Travels Across the United States - New Mexico.”

As a result of assisting IFAM with Kathleen McCleery of PBS News Hour, she discussed the Santa Fe International Folk Art Market in an interview with Amna Nawaz.

As a result of assisting Cathy Adams of The Independent, the UK based outlet published an article titled, “Santa Fe City Guide - Where To Eat, Drink, Shop And Stay In The US’s Oldest Capital.”

As a result of hosting, Mike Yardley of Newstalk ZB, published the following article titled, “Inspired in Santa Fe.”

As a result of media outreach, The Discoverer Blog published an article titled, “5 Underrated U.S. Capitals,” which included Santa Fe.

As a result of media outreach and previously hosting Matthew Meltzer of Matador Network, Santa Fe was included in a story on “The oldest city in every state, mapped.”

As a result of media outreach to reporter Teya Vitu, the Santa Fe New Mexican published a story surrounding Santa Fe’s inclusion in SMU’s Top 40 Most Arts-Vibrant Communities in America.

As a result of media outreach, Forbes published an article written by Geoff Whitmore titled, “9 U.S. Fall Festivals Worth Traveling For.” The article notes the Santa Fe Wine and Chile Fiesta as a festival worth traveling for.

As a result of interviewing with Big Blend Radio, the outlet aired an “Our Taste of Santa Fe” radio show.


Magazines (print/online)

As a result of media outreach, The Knot compiled a list surrounding the top honeymoon destinations, which included Santa Fe.

As a result of media outreach, Real Simple published Shivani Vora’s article titled, “5 Small Cities to Visit This Summer.” The article notes that history buffs should definitely visit Santa Fe.

As a result of media outreach, Outside Online published an article titled, “6 (Super) Last-Minute Labor Day Weekend Getaways.”

As a result of pitching Hyde Memorial State Park to Carrie Bell for her Glamping piece in Reader’s Digest, she published the following article titled, “27 Luxury Camping Adventures That Will Make You an Outdoors Person.”


View this email as a web page to see images