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TOURISM Santa Fe January 2020
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

What a year we have just completed. While I realize that writing about the success we have achieved in tourism will undoubtably spur someone who did not feel the benefit of the increased visitation to write me, I will proceed anyway as the facts are the facts.

  • Hotel occupancy city wide increased by 2.4 points, surpassing 71%
  • Our downtown hotels saw a 4 point increase in occupancy, surpassing 75%
  • Downtown hotels had a $5 increase in average rate while our partners on Cerrillos Road saw an increase of more than $6
  • And because of the above, Lodger’s Tax has increased by more than a million dollarsǃ
While these results were occurring, the city experienced continued growth in the short-term rental sector with about a 20% increase in availability and a steady increase in occupancy. We therefore think visitation to the city was up by over 200,000 visitors.

Beyond the numbers, we achieved incredible rankings in two significant reader polls. Polls by both Travel + Leisure and Conde Nast Traveler gave Santa Fe the ranking as the second best city destination. Travel + Leisure also includes U.S. destinations into their worldwide rankings where Santa Fe came in as the 14th most popular destination in the world. We received numerous other accolades ranging from the best art town by Sunset Magazine to Forbes identifying Santa Fe as one of the 14 best places to travel in 2019. And many of our hotels are hitting the best of the best lists with The Inn of the Five Graces leading the pack being recognized by Travel + Leisure as the best hotel in the U.S. and placing 4th on the Conde Nast list. An incredible achievementǃ

What a pleasure it is to represent this remarkable city and join with all our industry partners in producing these significant results.

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



MARKETING ACTION ITEMS
 
[Reminder] Add Your 2020 Kids Free Spring Break Offers

[Apply Now] OTAB Grant Application Period Extended

[Place Your Order] New 2020 Official Santa Fe Visitors Guide

[Vote Today] 2020 Travel + Leisure World’s Best Awards

[Register] 2020 Hospitality and Tourism TRENDS & Annual Meeting



[Reminder] Add Your 2020 Kids Free Spring Break Offers



It is not too late to add your 2020 Santa Fe Kids Free Spring Break offers.

The dedicated landing page promoting Kids Free Spring Break is live and can be found here. The digital advertising campaign starts this week, so be sure to submit your offers now in order to get the most exposure for your business.

Things to know before posting your offer:
  • Offers must be valid during the Kids Free Spring Break promotional period of March 1 – April 15, 2020 and must last the entire promotion. You may provide any restrictions or blackout dates in the Offer Pricing and Date Restrictions box.
  • Offers submitted to the Kids Free Spring Break landing page must include a free offer for kids. If you are not offering something free for kids, your offer will not be approved.
  • You can list multiple offers, but must submit a new form for each. Remember that each offer is limited to a single category.
To get started, login to your Business Partner dashboard on santafe.org. Click on the blue button that says, “Add Your Spring Break Offers.”

Please read all of the instructions and complete the form. Click “Add Offer” to submit the form.

If you need assistance logging in or completing the form, contact us at business@santafe.org.


[Apply Now] OTAB Grant Application Period Extended



A second round of 2020 Occupancy Tax Advisory Board (OTAB) grant applications will be accepted now through February 15, 2020 at 5:00 pm.

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.


[Place Your Order] New 2020 Official Santa Fe Visitors Guide



Due to a production delay the 2020 Official Santa Fe Visitors Guide will arrive by the end of January. Please place your bulk orders now using our online order form and we will notify you as soon as they are ready to be picked up. Thank you for your patience.


[Vote Today] 2020 Travel + Leisure World’s Best Awards



Don’t forget to vote for Santa Fe in the 2020 Travel + Leisure World’s Best Awards. Last year, Santa Fe was ranked the #2 city in the U.S. and the #14 city in the world. We need your help to get to #1ǃ

Here are a few pointers for voting: Create a new account for the 2020 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 categories. Vote hereǃ

Complete the survey and you will be entered to win one of Travel + Leisure’s international travel prizes. Voting closes on March 2, 2020, but vote now. All results will appear in the August 2020 issue of Travel + Leisure and on the Travel + Leisure website.


[Register] 2020 Hospitality and Tourism TRENDS & Annual Meeting



New Mexico Hospitality and Tourism TRENDS & Annual Meeting will take place on February 3-4 at La Fonda on the Plaza. In addition to an annual review of the New Mexico Hospitality Association, TRENDS also serves as the annual introduction to the New Mexico Legislative Session with an update on our policy priorities and legislative agenda.

TRENDS will also feature a preview of the latest travel trends and industry predictions from several educational breakout sessions throughout the day that will help put your hospitality or tourism business/organization on the right track to succeed in 2020.

Learn more and register today.



MARKETING INFORMATION ITEMS
 
Santa Fe Margarita Trail – By the Numbers



Santa Fe Margarita Trail – By the Numbers



The Margarita Trail is one of the most unique experiences your guests will experience in 2020ǃ Make sure you and your staff know how the program works and how visitors can start the Margarita Trail. Passports are sold at any of our 3 Visitor Center or at many of the 45 participating locations. The App can be downloaded at the App Store or Google Play Store and both the paper Passport and electronic App are just $3 each. The program is packed with $45 of margarita discounts and prizes to win, not to mention you get all the recipes for each margaritaǃ Learn more at www.santafemargaritatrail.com

Here are the latest stats from the Santa Fe Margarita Trail:

Since the creation of this program back in 2016, there have been 12,128 paper Passports sold and 5,855 App downloads. That is nearly 18,000 visitors and locals that are enjoying this amazing and memorable program. 4,252 people have earned an official T-Shirt by collecting 5 stamps on the Trail. We have 175 members of the special Margarita Society which 10 or 15 stamps will earn you and 255 margarita lovers have earned a free signed copy of The Great Margarita Book by Al Lucero by earning 20 stampsǃ There have been 156 people that have completed 31 stops on the Trail which earned them a custom Margarita Trail Bartender Kit.

Please contact Ryan Dodge directly to learn more about the program or order your Margarita Trail Passports today. Any Santa Fe business can sell passports and make some moneyǃ (purchased for only $2 each and then sold for $3 to your guests) Call 505-955-6232 or email Ryan at: rhdodge@santafenm.gov. Make sure your guests know about the Santa Fe Margarita Trail.

Click here to listen to the Real Food Traveler podcast which features the Margarita Trail.

Cheersǃ



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

December 2019 Performance Metrics

Visits
  • Total Sessions 98,073 (3.2% increase Y/Y)
  • Unique Users 79,735 (2.9% increase Y/Y)
  • Pages per Session 1.93 (4.2% decrease Y/Y)
  • Average Time on Site 1:56 (7.3% decrease Y/Y)
  • Conversion Rate 7.4% (53.0% decrease Y/Y)

Visitor Gender
  • 59.5% Female
  • 40.5% Male

Visitor Age
  • 5.2% 18 - 24
  • 21.4% 25 - 34
  • 17.5% 35 - 44
  • 16.8% 45 - 54
  • 20.5% 55 - 64
  • 18.7% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 12/03/2019
    • Number sent: 58,670
    • Number opened: 6,490
    • Open rate: 13.9%
  • TOURISM Santa Fe Marketing Report
    • Sent: 12/11/2019
    • Number sent: 1,118
    • Number opened: 359
    • Open rate: 32.5%
  • Santa Fe Deals and Specials
    • Sent: 12/19/2019
    • Number sent: 42,738
    • Number opened: 5,436
    • Open rate: 12.8%
  • TOURISM Santa Fe Sales Report
    • Sent: 12/26/2019
    • Number sent: 1,109
    • Number opened: 389
    • Open rate: 35.1%

✝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
 
December capped off a strong 2019 with continued gains across most every KPI. Facebook engagement hit a record high, with a very strong 36.1% increase M/M, while PTAT posted yet another record high with a 30.2% increase M/M over last month’s previous record. Twitter engagement saw a 14.2% increase M/M while reach grew 19.4% as well. Instagram following continues to grow steadily. Pinterest organic reach saw 71,400 impressions. YouTube views are down 30.3% as paid promotion of the Vladimir Jones video creative tapers off.

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 2019 Performance Metrics
  • Total Page Followers: 73,675 (.90% increase M/M)
  • People Talking About This (PTAT): 30,577 (30.2% increase M/M)
  • Engagement: 88,852 (36.1% increase M/M)
  • Top Ranking Post: “Santa Fe is being called not only one of the best cities in the country but the world”
    • Reactions: 12,284
    • Comments: 135
    • Reach: 45,593


Join us on Twitter Twitter
Twitter screenshot

December 2019 Performance Metrics
  • Followers: 14,970 (.37% increase M/M)
  • Monthly Impressions: 108,200 (19.4% increase M/M)
  • Engagement: 1,788 (14.2% increase M/M)
  • Top Ranking Post: “It is beginning to look a lot like Christmas. #TheCityDifferent | www.SantaFe.org @food.drunk”
    • Impressions: 2,349
    • Retweets: 6
    • Total engagements: 263


Join us on Instagram Instagram
Instagram screenshot

December 2019 Performance Metrics
  • Followers: 30,559 (2.57% increase M/M)
  • Top Performing Post: “Let it snow. #TheCityDifferent | www.SantaFe.org
    • Likes: 2,501


Join us on Pinterest Pinterest
December 2019 Performance Metrics
  • Organic Impressions: 71,400


Read the Santa Fe blog Santa Fe Blog
December 2019 Performance Metrics
  • Total Blog Views: 10,241 (.64% increase M/M)
  • Average Time on Blog: 3:05 minutes (7% decrease M/M)

December Blog Posts

6 January Events to Start the New Year Off Right
  • Updated December 7, 2019
  • Views: 59
Santa Fe Spa Getaways for the New Year
  • Updated December 11, 2019
  • Views: 45

Top 5 Viewed Blog Posts in December

December Events You Just Can’t Miss
  • Updated November 11, 2019
  • Views: 1589
Eight Reasons to Spend NYE in Santa Fe
  • Posted June 26, 2018
  • Views: 791
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 652
Santa Fe Winter Must-Dos
  • Published January 22, 2013
  • Views: 400
8 Farolito Photos to Brighten the Holiday
  • Published December 8, 2015
  • Views: 380


Watch us on Youtbue YouTube
December 2019 Performance Metrics
  • Subscribers: 599 (.50 increase M/M)
  • Views: 483,800 (30.3% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target Market: New Mexico
Flight Dates: December 2019
Impressions: 70,000
Media Spend: $4,430



Texas Monthly
Target Market: Texas
Flight Dates: December 2019
Impressions: 270,746
Media Spend: AV



Galerie Magazine
Target Market: National
Flight Dates: December 2019
Impressions: 100,000
Media Spend: $7,500



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: 12/1/19–12/31/19
Impressions: 309,063
Media Spend: $1,857.73



The Trade Desk
Standard Display
Target Markets: National
Flight Dates: 12/1/19-12/31/19
Impressions: 243,029
Media Spend: $859.98



5280 Magazine
Display
Target Markets: Greater Denver Area
Flight Dates: 12/1/19-12/31/19
Impressions: 7,268
Media Cost: AV



Texas Monthly
Display
Target Markets: Texas
Flight Dates: 12/1/19-12/31/19
Impressions: 148,370
Media Cost: Added Value



Refinery29
Display
Target Markets: National & Los Angeles + Chicago
Flight Dates: 12/1/19-12/31/19
Impressions: 318,194
Media Cost: $3,208.21



Custom Sweepstakes Feature
Target Markets: National & Los Angeles + Chicago
Flight Dates: 12/1/19-12/31/19
Impressions: 256,067
Media Cost: $4,924.35



Co-Branded Sweepstakes Banners:



Dedicated Sweepstakes Email:

jump.refinery29.com/...

New Mexico Magazine
Added Value E-Newsletters
Target Market: New Mexico
Flight Dates: 12/4/19, 12/13/19, 12/26/19
Opens: 35,947



Texas Monthly
Added Value Traveling Texan E-Newsletter - Trip Planner
Target Market: Texas
Flight Dates: 12/11/19
Opens: 3,439



YouTube TrueView
Target Markets: National, Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 12/1/19–12/31/19
Impressions: 572,452
Media Spend: $6,205.69
Links to Videos:


Facebook & Instagram

5280 Magazine
Instagram
Target Markets: Greater Denver Area
Flight Dates: 12/6/19
Impressions: 16,582
Media Cost: Added Value



Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 12/1/19–12/31/19
Impressions: 315,569
Media Spend: $2,946.44



Video Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 12/1/19–12/31/19
Impressions: 319,684
Media Spend: $3,609.14



Pinterest
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 12/1/19–12/31/19
Impressions: 112,592
Media Spend: $1,250.70



Video Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 12/1/19–12/31/19
Impressions: 200,801
Media Spend: $2,256.33



SEM

Google Search
Target Markets: National
Flight Dates: 12/1/19–12/31/19
Impressions: 98,770
Media Spend: $5,431.0

Bing Search
Target Markets: National
Flight Dates: 12/1/19–12/31/19
Impressions: 7,264
Media Spend: $743.24

MEETINGS & GROUPS

Cvent
Display Retargeting
Target Market: National
Flight Dates: 12/1/19-12/31/19
Impressions: 15,278
Total Spend: $677.82

Mountain Meetings
Prospecting Display & Remarketing
Target Markets: California, Colorado, Illinois, Mountain, Northeast, Texas
Flight Dates: November
Impressions: 102,847
Total Spend: $1,234.16



Facebook
Lead Generation
Target Market: National
Flight Dates: 12/1/19–12/31/19
Impressions: 12,717
Media Spend: $316.09



LinkedIn
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 12/1/19–12/31/19
Impressions: 30,224
Media Spend: $1,410.55





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
Our 2019 public relations efforts ended with several major outlets including Santa Fe in their coverage. Among these outlets were the Los Angeles Times, Forbes, Fodor’s Travel, Matador Network and Yahoo News among others. The coverage featured in the Los Angeles Times came as a result of media desksides conducted, while Matthew Meltzer’s Matador Network coverage came as a result of hosting him almost a year ago on the 2019 Santa Fe Ski FAM trip. Additionally, after hosting Fyllis Hockman in September 2019, her initial article from Creators.com continues to see syndication across numerous travel outlets.

Through media outreach, LHG continued its efforts in pitching Santa Fe as one of the best destinations for the holidays. Pieces that resulted from this targeted pitching included the Fodor’s Travel article that focused on Santa Fe as a romantic destination for the holidays and the breathtaking tradition known as the Farolito Walk. Though there have been decreases in the earned media and impressions metrics, the quality of the outlets that have featured Santa Fe has certainly been at a high level throughout 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
 
December 2019
  • Pitches: 49 (Up 20%)
  • Press Releases: 0 (Down 100%)
  • Media Visits: 5 (Up 25%)
  • Media Contacts: 166 (Up 7%)
  • Earned Media: $1,658,022 (Down 16%)
  • Total Impressions: 101,265,690 (Down 14%)

Year to Date 2019
  • Pitches: 656 (Up 8%)
  • Press Releases: 12 (No Change)
  • Media Visits: 80 (Up 7%)
  • Media Contacts: 1,623 (Up 1%)
  • Earned Media: $19,381,638 (Down 20%)
  • Total Impressions: 1,802,144,545 (Down 24%)



RECENT ACCOLADES
 
No new accolades were received in December 2019.


VISITING PRESS
 
TOURISM Santa Fe hosted the following journalists in December:
  • Cynthia Calvert, Tribune Newspapers & Elly DeVries, Group Tour Media – December 3-6
  • Linda Cabasin, FATHOM – December 10-13
  • Amber Gibson, Forbes – December 16-20
  • Djani Schafer, JustLuxe.com – December 31 – January 3



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

As a result of media outreach to Cara Sanders, she published an article to Livability entitled, “Living the Dream - I’m a Travel Writer.” In the article she interviews travel writer, Brittany Anas, whom visited Santa Fe.

As a result of media outreach, Amanda Steele of The Travel published an article entitled, “10 Best Places to Celebrate Thanksgiving in the US,” that ranks Santa Fe as the sixth best Thanksgiving destination in the United States.

As a result of providing Veronica Harley with information and images surrounding Santa Fe as a Christmas town, she published a story to AARP entitled, “5 Super Festive Holiday Towns.”

As a result of providing writer, Laura Blagley Bloom, with images of family-friendly activities in Santa Fe, she published an article to Rosewood Conversations entitled, “Where to Take Your Family For the Holidays.” Several Santa Fe partners were featured in the piece.

As a result of media outreach, Santa Fe and the Farolito Walk are featured among other partners in a Fodor’s Travel article entitled, “These Are the Most Romantic US Destinations to Spend the Holiday Season.”

As a result of hosting Matthew Meltzer on the 2019 Santa Fe Ski FAM, he published an article to Matador Network entitled, “New Mexico is the best place in the US for a winter road trip,” which highlights Ski Santa Fe among other destination partners.

As a result of media outreach, Eric Rosen published an article to The Points Guy entitled, “7 great places to take a sabbatical on points.” Santa Fe is included as a destination.

As a result of hosting Fyllis Hockman in September 2019, her initial article on Creators Syndicate has syndicated to Real Travel Adventures.

As a result of media outreach, Noreen Kompanik published an article to TravelPulse entitled, “3 Magical Not-To-Be-Missed New Mexico Towns.”

As a result of media outreach to Sophie-Claire Hoeller, she published an article to Insider entitled, “10 places in the US you need to visit in 2020.” Included on her list is Santa Fe.

As a result of hosting Brittany Anas, she published an article to MarketWatch entitled, “How I turned my dream of being a travel writer into reality.” In the piece she discusses her trip to Santa Fe.

As a result of hosting Fyllis Hockman in September 2019, her initial article on Creators Syndicate has syndicated to Go World Travel Magazine.

As a result of Santa Fe being featured in Conde Nast Traveler’s “Where to Go in January” article, the story syndicated to Yahoo News and is entitled, “Best Places to Travel in January.”

As a result of hosting Amber Gibson in December 2019, she produced coverage on Forbes entitled, “A Weekend in Santa Fe.”

Newspapers (print/online)

As a result of media desksides in Los Angeles and an ongoing networking effort with Travel Editor, Catharine Hamm, Santa Fe was featured in an article published by the Los Angeles Times entitled, “Escapes - Travel is messy. Don’t worry. Just be ready.

Magazines (print/online)

As a result of assisting Melissa Goldstein of C Magazine with a Santa Fe-centric feature, she published a story in the magazine’s October 2019 issue and website entitled, “Santa Fe Sojourn - The Art and Culture Capital of New Mexico.”


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