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TOURISM Santa Fe June 2020
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


We are opening the doors of tourism again in Santa Fe. Not fully, but finally more than a crack. Restaurants and hotels can offer socially distanced service at 50%, non-essential retail and galleries at 25% and we have the great outdoors at 100%. Soon to come, we hope, will be some restricted access to museums and other attractions. From my perspective this means three critical things we have to focus on:
  1. Ensuring that all businesses are aware of their Covid Safe Practices (CSP’s) issued by the state. If our tourism offerings follow these CSP’s we will live up to the trust our visitors are placing on the city to provide a safe place to spend their time and dollars. Currently every employee can make a New Mexico Safe Promise at nmsafepromise.org , committing to do their best to follow the guidelines. Soon, after June 15, every tourism business will be able to become New Mexico Safe Certified, getting a badge that assures the visitor correct CSP’s are being followed and the business can be trusted to provide a safe environment. The Chamber of Commerce is also offering a safe certification recognition that will add to visitor and resident confidence in your business. The link to CSP’s is cv.nmhealth.org/Covid-safe-practices/ . Please read and learn them and ensure that every employee is fully briefed on the proper procedures.
  2. We need to continually think of existing or new offerings that can make Santa Fe a fun and memorable place to visit. With so many events postponed for the year and other activities reduced in scope, we need to highlight alternative things to do that often have been overshadowed in the past. Making our visitor aware of every fun and immersive opportunity we can think of is critical to visitor enjoyment and extending the length of their stay.
  3. Now is also the time for elevating our hospitality to the very best that we can offer. Responding to guest needs with a smile and a yes has never been more important. Ensuring that everything we offer has real value and makes the visitor feel welcome, wanted, and safe is the name of the game for success.
Through efforts of TOURISM Santa Fe, Travel + Leisure Magazine has just listed Santa Fe as one of the top 10 destinations in the Country to visit in July. Our closest competition is the Colorado Mountains and Colorado is undertaking an information campaign asking visitors not to visit this summer. Let’s bring them all here and show them a wonderful and safe experience.

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



MARKETING ACTION ITEMS
 
Restaurants: Apply for City of Santa Fe Outdoor Dining Permit

Make the New Mexico Safe Promise

Condé Nast Voting Extendedǃ Help Support Santa Fe With Your Vote



Restaurants: Apply for City of Santa Fe Outdoor Dining Permit



Several weeks ago, TOURISM Santa Fe sent an email to restaurant partners notifying them of the opportunity to apply for an outdoor dining permit with the City of Santa Fe. If you have not yet submitted your application, there is still time.

In this most difficult economic time, we are all trying to think of new ways to help our wonderful restaurants survive. The city is willing to consider on a case by case basis, allowing the use of sidewalk and parking space in front of restaurants to be used for outdoor dining and expansion of capacity. All street situations are different, with each restaurant location, so this may not be a possible option in all situations. The availability of the initial “Right of Way” permit that would be issued would make the space available through Labor Day weekend with a potential option to renew until the end of October, depending on the conditions at the end of the summer and the success of the program. Any cost for the initial period will be waived, however there is a $100 permit fee required by City Ordinance that will only be charged if a permit is issued.

We are also working with New Mexico ABC to determine how your floor plan could be easily expanded to allow extension of any alcoholic beverage service you offer. This had not been finalized and we do not have specific confirmation at this time.

If you are interested in being considered for this expanded seating program, please download, complete, and submit your  application .

Once complete, the application should be sent to Ladd Lucero at:  lllucero@santafenm.gov .

NOTE:  The $100 fee will not be required until your application is approved.

If you have any questions you can also reach out directly to Randy Randall:  rrandall@santafenm.gov , but if your question(s) relate to your specific location being acceptable, these questions will be answered after submission of your Outdoor Dining Permit.


Make the New Mexico Safe Promise



The New Mexico Hospitality Association (NMHA) and the state’s hospitality and tourism industry recently announced the launch of the  New Mexico Safe Promise campaign . The initiative invites all New Mexicans to make a personal commitment to follow COVID-19 Safe Practices to build consumer confidence and help make New Mexico the safest place for its families, workers, and customers.

This initiative is about local communities supporting each other to ensure that all New Mexicans are self-accountable to abide by best practice safety standards. Make the New Mexico Safe Promise today at NMSafePromise.org and encourage your employees, family, and friends to do the same.


Condé Nast Voting Extendedǃ Help Support Santa Fe With Your Vote



The 2020 Condé Nast Traveler Readers’ Choice Award survey has been extended to June 30 and Santa Fe is a nominee in the Cities category. Now, more than ever, Santa Fe needs your vote and our community needs your supportǃ

If you have not already, please take a moment to complete the survey. Voting is simple. Here are few pointers to get you started.
  • Go to cntraveler.com/rca/vote and click on the Cities section. Sign in with an existing account or to create a new account.
  • Once signed in, search for Santa Fe .
  • When the Santa Fe survey appears, rate the city on several characteristics. Be sure to rank Santa Fe excellent in all categories.
  • Continue through the voting form and answer a few additional questions.
Please be sure to share this voting opportunity with your employees, friends, and family. Vote todayǃ Voting ends on June 30, 2020.



MARKETING INFORMATION ITEMS
 
Santa Fe Re-opening News & Resources



Santa Fe Re-opening News & Resources



As we begin the process of re-opening our city, now more than ever, we are dedicated to helping visitors and residents alike feel confident and comfortable to travel safely to and within Santa Fe.

TOURISM Santa Fe has recently launched a new “ Santa Fe Re-Opening ” resource page on santafe.org, which focuses on the most up to date information on what is opening and when. While some of our popular attractions remain closed or at limited-capacity, we have also highlighted a list of activities that visitors can do now during their visit.

Additionally, we continue to work closely with our business partners, monitoring the new safety procedures and practices being implemented within restaurants, accommodations, attractions, and venues. The page also contains resources for local businesses – such as the industry-specific COVID-Safe Practices , the New Mexico Safe Promise initiative, and information about the New Mexico Restaurant Association’s Restaurant Promise .

Thanks for your support as we continue the process of re-opening Santa Fe, while keeping health and safety top of mindǃ



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

May 2020 Performance Metrics

Visits
  • Total Sessions 91,248 (11.3% decrease Y/Y)
  • Unique Users 74,895 (8.5% decrease Y/Y)
  • Pages per Session 1.68 (22.5% decrease Y/Y)
  • Average Time on Site 1:26 (35.8% decrease Y/Y)
  • Conversion Rate 7.4% (65.3% decrease Y/Y)

Visitor Gender
  • 61.6% Female (5.6% increase Y/Y)
  • 38.4% Male (7.9% decrease Y/Y)

Visitor Age
  • 6.0% 18 - 24 (40.8% increase Y/Y)
  • 16.4% 25 - 34 (23.2% decrease Y/Y)
  • 14.0% 35 - 44 (13.5% decrease Y/Y)
  • 17.4% 45 - 54 (10.8% increase Y/Y)
  • 22.3% 55 - 64 (3.6% increase Y/Y)
  • 23.8% 65+ (1.1% increase Y/Y)

Newsletters

  • Santa Fe Happenings
    • Not sent in May
  • Santa Fe Gift Guide
    • Sent: 05/01/2020
    • Number sent: 39,733
    • Number opened: 6,782
    • Open rate: 17.1%
  • TOURISM Santa Fe Marketing Report
    • Sent: 05/13/2020
    • Number sent: 1,141
    • Number opened: 446
    • Open rate: 39.1%
  • Santa Fe Deals and Specials
    • Not sent in May

✝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
 
May continued April’s momentum as we regain momentum following the COVID-19 outbreak. Facebook engagement saw a 6.4% increase M/M while PTAT held mostly steady. Twitter impressions climbed 16.8% M/M while engagement jumped 33.3% M/M. Instagram growth remains steady, seeing a 1.8% M/M gain in followers. Organic impressions on Pinterest dropped 4.6% M/M. while YouTube views jumped sharply as a result of paid promotions.

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

May 2020 Performance Metrics
  • Total Page Followers: 75,985 (1.02% increase M/M)
  • People Talking About This (PTAT): 14457 (.4% decrease M/M)
  • Engagement: 35,806 (6.4% increase M/M)
  • Top Ranking Post: “It doesn’t get any more peaceful than this.. #TheCityDifferent Photo: @holoholoyolo”
    • Reactions: 4,457
    • Comments: 336
    • Reach: 42,272


Join us on Twitter Twitter
Twitter screenshot

May 2020 Performance Metrics
  • Followers: 15,304 (.19% increase M/M)
  • Monthly Impressions: 131,200 (16.8% increase M/M)
  • Engagement: 1336 (33.3% increase M/M)
  • Top Ranking Post: “Who wants to live here?. #TheCityDifferent | SantaFe.org Photo:@air_um”
    • Impressions: 2962
    • Retweets: 7
    • Total engagements: 161


Join us on Instagram Instagram
Instagram screenshot

May 2020 Performance Metrics
  • Followers: 34,051 (1.8% increase M/M)
  • Top Performing Post: “Who wants to live here? #TheCityDifferent | SantaFe.org Photo: @air_um”
    • Likes: 2739


Join us on Pinterest Pinterest
May 2020 Performance Metrics
  • Organic Impressions: 63,360 (4.6% decrease M/M)


Read the Santa Fe blog Santa Fe Blog
May 2020 Performance Metrics
  • Total Blog Views: 5236 (17.3% increase M/M)
  • Average Time on Blog: 3:14 minutes (6.0% increase M/M)

May Blog Posts

Let's Get Outdoors
  • Updated May 29, 2020
  • Views: 8
An Insiders Guide to Walking Ancient Paths and Rock Art
  • Updated May 29, 2020
  • Views: 77
Backpacking Nirvana in the Santa Fe National Forest
  • Updated May 29, 2020
  • Views: 80
A Two-Wheel Adventure Awaits. Biking in Santa Fe County
  • Updated May 29, 2020
  • Views: 73
Pecos National Historic Park - Where the Remarkable Past Persists
  • Updated May 29, 2020
  • Views: 22
On the Trail of the Ancient Ones
  • Updated May 29, 2020
  • Views: 9

Top 5 Viewed Blog Posts in May

11 Surprising Facts about Santa Fe, NM
  • Published February 13, 2020
  • Views: 669
Hiking Trails You Can Access From Santa Fe
  • Posted October 31, 2019
  • Views: 463
4 Don’t Miss Trails in Santa Fe County
  • Posted March 19, 2019
  • Views: 429
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 257
Take a Tour of Santa Fe’s Historic Sites
  • Posted May 7, 2019
  • Views: 137


Watch us on Youtbue YouTube
May 2020 Performance Metrics
  • Subscribers: 686 (5.5% increase M/M)
  • Views: 1,016,411 (59.0% increase M/M)



MEDIA PLACEMENT - ADVERTISING


MEDIA PLACEMENT - ADVERTISING

PRINT

New Mexico Magazine
Target Market: New Mexico
Flight Dates: May 2020
Impressions: 70,000
Media Spend: $4,430


Phoenix Magazine
Target Market: Phoenix
Flight Dates: May 2020
Impressions: 80,832
Media Spend: $5,650


NOTE: The digital ad campaigns were paused in mid-May as we transitioned into Phase 2 of the COVID-19 Advertising Response Plan .

DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

Google Display Network & Discovery Ads
Target Markets: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 5/1/2020 - 5/18/2020
Impressions: 830,586
Media Spend: $3,555.00


The Trade Desk
Standard Display & Remarketing
Target Market: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 5/1/20-5/17/20
Impressions: 2,427,612
Media Spend: $4,009


The Trade Desk

CTV
Target Market: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 5/1/20-5/17/20
Impressions: 363,441
Media Spend: $10,144

YouTube TrueView
Target Markets: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 5/1/2020 - 5/18/2020
Impressions: 2,355,198
Media Spend: $13,587.92
Links to Video: We'll See You Soon


Facebook & Instagram
Image Ads
Target Markets: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 5/1/2020 - 5/18/2020
Impressions: 917,095
Media Spend: $3,574.04


Video Ads
Target Markets: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 5/1/2020 - 5/18/2020
Impressions: 696,005
Media Spend: $4,503.62


Pinterest
Image Ads
Target Markets: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 5/1/2020 - 5/18/2020
Impressions: 182,822
Media Spend: $1,129.59


Video Ads
Target Markets: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 5/1/2020 - 5/18/2020
Impressions: 284,133
Media Spend: $2,248.19


SEM

Google Search
Target Markets: National
Flight Dates: 5/1/2020 - 5/31/2020 (paused the 18th, restarted the 20th)
Impressions: 203,593
Media Spend: $11,903.04

Bing Search
Target Markets: National
Flight Dates: 5/1/2020 - 5/31/2020 (paused the 18th, restarted the 20th)
Impressions: 39,096
Media Spend: $1,812.27

MEETINGS & GROUPS

SEM
Google Search
Target Markets: National
Flight Dates: 5/1/2020 - 5/31/2020 (paused the 18th, restarted the 20th)
Impressions: 1,510
Media Spend: $301.32



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
As the COVID-19 pandemic continued to restrict cities across the country, the month of May 2020 saw an expected decrease in earned media coverage opportunities and ultimately yielded decreased results in both media value and impressions in comparison to May 2019. The PR team was able to leverage the virtual margarita trail in conjunction with Cinco De Mayo, including coverage on NerdWallet.com, Chilled Magazine and a dedicated feature on Forbes.

As we continue to work through the travel restrictions in place, traditional tactics including media visits and desk side appointments remain on hold during this time. The team has shifted efforts away from press releases and focused on individual pitching as coverage priorities have shifted quickly.


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
 
May 2020
  • Pitches: 72 (106% increase Y/Y)
  • Press Releases: 0 (100% decrease Y/Y)
  • Media Visits: 0 (100% decrease Y/Y)
  • Media Contacts: 239 (53% increase Y/Y)
  • Earned Media: $798,824 (62% decrease Y/Y)
  • Total Impressions: 38,665,819 (79% decrease Y/Y)

Year to Date 2020
  • Pitches: 516 (4% increase Y/Y)
  • Press Releases: 3 (50% decrease Y/Y)
  • Media Visits: 26 (15% decrease Y/Y)
  • Media Contacts: 1,042 (26% increase Y/Y)
  • Earned Media: $7,416,816 (18% decrease Y/Y)
  • Total Impressions: 456,485,659 (51% decrease Y/Y)



RECENT ACCOLADES
 
No new accolades


VISITING PRESS
 
Due to the travel restrictions in place regarding the COVID-19 pandemic, media visits are on hold until conditions improve.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

As a result of pitching the “Make Your Own Margarita Trail” ahead of Cinco de Mayo to Ramsey Quebin, he published an article entitled, “ Celebrate Cinco de Mayo at Home With Ideas From These Hotels ” to NerdWallet .

As a result of hosting Tracy Beard in October 2019, she published an article to Upscale Living online entitled, “ Find Your Zen .”

As a result of previously hosting writer, Jill Fergus, she published an article to BestProducts.com entitled, “ We’re Calling It – These Are The Most Beautiful Cities In The World .”

As a result of proactive pitching efforts surrounding the “Make Your Own Margarita Trail,” Chilled Magazine published an article to their website entitled, “ Must Mix - Cinco de Mayo Cocktails .”

As a result of assisting writer, Jill Dutton, with a piece surrounding visiting Santa Fe on a budget, she published an additional article to Travel Awaits entitled, “ Historic New Mexico Road Trip - Santa Fe to Taos .”

As a result of hosting Livia Hooson in February 2020, she published an article to Iconic Life Magazine entitled, “ Iconic City - Travel to Santa Fe with Our City Guide .”

As a result of hosting writer, Stacy Wittig, as part of the IFWTWA post-conference tour, she published a story to Food, Wine, Travel Magazine entitled, “ Native Flavors and Santa Fe Cuisine .”

As a result of hosting writer, Gerald McLeod, as part of the Group Press Trip in September 2019, The Austin Chronicle published his article entitled, “ Day Trips & Beyond - Daytripping in the Age of a Pandemic .”

Newspapers (print/online)

n/a

Magazines (print/online)

As a result of connecting journalist, Charu Suri, with Traditional Spanish Market Director, David Rasch, for information on her piece entitled, “Endangered crafts and the destinations keeping them alive,” the article syndicated to the print version on The San Diego Union-Tribune .


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