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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


As dark as it sometimes seems things can get, one can suddenly find light. On October 6, Condé Nast Traveler announced the results from its annual reader survey and once again, Santa Fe has been voted the #2 Top Small City in the United States and #8 in the worldǃ This is the third year in a row that Santa Fe has finished second to Charleston, SC and at least the sixth time in the past decade that Santa Fe has been in the top five. Being voted number EIGHT in the WORLD is incredible and we thank all of our tourism partners for their incredible service and delivery of experiences that allows our City Different to continue to excel in these rankings. The 2020 Readers' Choice Awards published on Condé Nast Traveler's website at www.cntraveler.com/rca and will be celebrated in the forthcoming November issue of Condé Nast Traveler US and UK print editions.

It is interesting to note that of the top ten city destinations, five were from the west, four the south and one from Florida – Key West. And things do not always remain the same – Savannah dropped from fourth place last year to eighth place in the new poll, so let’s not take our #2 position for granted. We must continue to work every day to stay on top.

In addition, we had five of the top 20 hotels in the west recognized. Santa Fe was the only city with five that ranked as follows:

#3 – Inn on the Alameda
#7 – Hotel Santa Fe, Hacienda & Spa
#11 – Inn of the Five Graces
#14 – Las Palomas Hotel
#19 – Rosewood Inn of the Anasazi

Congratulations to these five properties and all of the other wonderful hotels, motels, inns and short-term rentals that make up our lodging market.

And finally, congratulations to Ten Thousand Waves for being voted #18 in the top spa resorts in the country.

Santa Fe deserves this recognition as it is earned every day by our hard working industry. We call ourselves The City Different and must realize that living up to that claim in an authentic and responsible manner is no easy task. As we start to see a bit of light at the end of this Covid tunnel, being known as the best city destination in the west for so many years will help accelerate our recovery as travelers look for a safe, responsible and unique destination.

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



MARKETING ACTION ITEMS
 
[Register Today] Small Business Resiliency Virtual Workshop

[Join For Free] Santa Fe Retail Bingo

[Vote Daily] Santa Fe Spirits in USA Today 10Best Readers’ Choice Awards

[Get Certified] Register for NM Safe Certified Training



[Register Today] Small Business Resiliency Virtual Workshop



The New Mexico Tourism Department and New Mexico Small Business Development Center Network are joining forces to bring you a FREE virtual workshop focused on helping partners weather the COVID-19 storm. This virtual workshop is designed to assist New Mexico's small tourism businesses with forecasting the most beneficial outcome for their business and related assets in response to the longer-term economic effects of COVID-19 in New Mexico.

DATE: October 27, 2020
TIME: 9:00 am - 4:30 pm
COST: Free

Click here to register.


[Join For Free] Santa Fe Retail Bingo



We are excited to launch a new program that will help drive traffic to your business. We are inviting all small local businesses to participate in the Santa Fe Retail Bingo program for FREE. The bingo game cards are free for players to pick up around town and once Bingo has been earned, players can turn in their cards for a chance to win up to a $200 prepaid Visa cardǃ

Your business can take part in Santa Fe Retail Bingo and also have the chance to win free advertising from our sponsors, The Santa Fe New Mexican and Hutton Broadcasting. Each will be giving away advertising space to participating businesses of Santa Fe Retail Bingo.

To sign up as a participating business, visit santafe.org/bingo and look for the ‘Add Your Business’ link. Each business will need to pick up a stamp and storefront poster in order to be a valid business on the participating list. Once you have the supplies needed, your business will go ‘live’ on the list of participating retail locations.

Click here to learn more about the program and sign up todayǃ


[Reserve Your Spot] Advertise in the 2021 Santa Fe Visitors Guide



We at TOURISM Santa Fe are committed to keeping Santa Fe top of mind for our future visitors and top of mind when anyone is thinking of visiting one of the world's top destinations.

The annual Santa Fe Visitors Guide, in addition to our constantly evolving web site, www.santafe.org, is paramount in reaching future guests. Guides are distributed to individual leisure guests, future group guests, Santa Fe businesses, and locations throughout the US where travelers are looking for inspiration for their next trip. It is also the primary response piece used for inquiries to both the city and county for information on Santa Fe.

The planning and design for the 2021 Visitors Guide has begun and we have a limited number of advertising opportunities still available. For more information, please download the Media Kit and the Advertising Agreement form for review. Keep in mind that we have an extensive photo library available to you for any needs you might have in designing and placing your advertisement.

If you have any questions, would like to discuss further, or would like additional information, please reach out at your convenience to visitorsguidesales@santafe.org and one of our sales staff will get back to you.


[Submit Survey] Lodging Guide and 2021 Events Updates Needed



There is still time to send us your updated information for the 2021 Santa Fe Visitors Guide.

Lodgers: Click here to submit your property information for your free listing in the Lodging Guide. 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 2020 Visitors Guide.

Annual Events: Click here to submit the dates for your 2021 Annual Events. Please fill out one form per event.

The deadline to submit your responses is October 30, 2020. If you have questions, contact us at admin@santafe.org.



MARKETING INFORMATION ITEMS
 
[COVID-19 UPDATE] Increased Travel Restrictions Set to Take Effect October 16

Santa Fe Margarita Trail

NEW Santa Fe Gift Guide Holiday/Winter issue launches 10/29/20




On Tuesday, Oct. 13, Gov. Michelle Lujan Grisham announced changes to the Public Health Order which will implement tighter regulations due to the alarming rise of COVID-19 illnesses statewide. These changes are set to take effect on Friday, Oct. 16.
  • Food or drink establishments must close by 10:000 pm each night
  • Maximum occupancy for lodging establishments will be reduced based on the following criteria:
  • Travelers from states deemed high-risk will no longer be exempt from the state's mandatory 14-day travel quarantine by providing documentation of a negative COVID-19 test result within 72 hours of their arrival to New Mexico
  • The limit on mass gatherings will be reduced to no more than 5 individuals
Click here to read the full release.


Santa Fe Margarita Trail



Get back on the Margarita Trailǃ With the beautiful fall weather that has arrived and so many wonderful patios now available, make sure your customers know about the benefits of the Margarita Trail. Earn prizes, get discounts and learn the recipes to delicious Margaritasǃ

Downloading the app is easy and just takes a few minutes. Paper passports can still be picked up at our downtown Plaza Visitor Center or at most participating restaurants. If your business wants to make a little extra money by selling Margarita Trail Passports, contact Ryan Dodge at 505-955-6232 or email him at rhdodge@santafenm.gov. Paper Passports are purchased for only $2 each and are sold for $3 to locals and visitors at your location. Learn more at www.santafemargaritatrail.com

Latest Margarita Trail Stats:
  • Over 18,000 visitor and locals are enjoying the Santa Fe Margarita Trail.
  • 4,315 people have earned an official T-Shirt by collecting five stamps on the Trail.
  • Nearly 200 members of the new Margarita Society who have earned 10 or 15 stamps.
  • 260 margarita lovers have earned a free autographed copy of The Great Margarita Book by Al Lucero by earning 20 stamps.
  • 163 people have completed over 30 stops on the Trail, which earned them a custom Margarita Trail Bartender Kitǃ
Please stay healthy and safe and remember to always drink responsiblyǃ We’ll see you on the Margarita Trailǃ


NEW Santa Fe Gift Guide Holiday/Winter issue launches 10/29/20



The new Santa Fe Gift Guide Holiday/Winter issue launches 10/29/20

What Is It?

Featured listing of your products/services sent in an e-newsletter to over 7,000 subscribers
  • photo
  • 350 characters of copy
  • numerous links to your website
Also remains as a page on santafe.org for 6 months at santafe.org/Santa_Fe_Gift_Guide

COST
$150 for 1 issue
$240 (20% discount) for both issues - Winter 2020 and Summer 2021

LAUNCH DATES:
October 29, 2020 - materials due Oct. 20, 2020
April 28, 2021 - materials due April 20, 2021

CONTACT:
Nancy Brown - sales@studiox.com for placement


SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

September 2020 Performance Metrics

Visits
  • Total Sessions 82,376 (39.0% decrease Y/Y)
  • Unique Users 66,708 (38.3% decrease Y/Y)
  • Pages per Session 1.9 (8.1% decrease Y/Y)
  • Average Time on Site 2:04 (3.1% decrease Y/Y)
  • Conversion Rate 8.6% (5.0% decrease Y/Y)

Visitor Gender
  • 58.4% Female (4.6% decrease Y/Y)
  • 41.6% Male (7.3% increase Y/Y)

Visitor Age
  • 10.0% 18 - 24 (92.7% increase Y/Y)
  • 20.3% 25 - 34 (0.7% increase Y/Y)
  • 14.9% 35 - 44 (7.7% decrease Y/Y)
  • 16.5% 45 - 54 (2.7% decrease Y/Y)
  • 20.6% 55 - 64 (7.7% decrease Y/Y)
  • 17.7% 65+ (7.8% decrease Y/Y)

Newsletters

  • TOURISM Santa Fe Marketing Report
    • Sent: 09/10/2020
    • Number sent: 1,179
    • Number opened: 426
    • Open rate: 37.0%

✝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
 
While the continued COVID 19 quarantine continues to make things challenging, KPIs continued to build across all channels in the strongest month since the outbreak. Facebook PTAT and engagement both saw strong gains, up 42.9% and 22.2% M/M respectively. Twitter saw a particularly strong September with impressions jumping 133.5% M/M and engagement up 46.7% M/M. Also worth nothing, website referrals from Twitter hit an all-time high. Instagram growth remained strong, with a 2.9% increase in followers M/M. Pinterest organic impressions dropped 1.8% M/M. YouTube Subscribers are up 1.5% M/M, while video views saw a 25.8% increase M/M.

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 2020 Performance Metrics
  • Total Page Followers: 77,403 (.52% increase M/M)
  • People Talking About This (PTAT): 14,096 (42.9% increase M/M)
  • Engagement: 39,353 (22.2% increase M/M)
  • Top Ranking Post: “Gold Rush. #TheCityDifferent Photo: @nmhikergirl”
    • Reactions: 4376
    • Comments: 323
    • Reach: 38,874


Join us on Twitter Twitter
Twitter screenshot

September 2020 Performance Metrics
  • Followers: 15,510 (.43% increase M/M)
  • Monthly Impressions: 126,800 (133.5% increase M/M)
  • Engagement: 1457 (46.7% increase M/M)
  • Top Ranking Post: “We burn him (and our gloom) tonight. Watch live on KOAT.com at 8pm MDT. #TheCityDifferent | SantaFe.org Photo:@mjgphoto505”
    • Impressions: 22,880
    • Retweets: 104
    • Total engagements: 4279


Join us on Instagram Instagram
Instagram screenshot

September 2020 Performance Metrics
  • Followers: 37,410 (2.9% increase M/M)
  • Top Performing Post: “Gold Rush. #TheCityDifferent | SantaFe.org Photo: @nmhikergirl”
    • Likes: 2713


Join us on Pinterest Pinterest
September 2020 Performance Metrics
  • Organic Impressions: 38,730 (12.3% decrease M/M)


Read the Santa Fe blog Santa Fe Blog
September 2020 Performance Metrics
  • Total Blog Views: 10,087 (25.4% increase M/M)
  • Average Time on Blog: 2:51 minutes (5.6% increase M/M)

September Blog Posts

No new blog posts


Top 5 Viewed Blog Posts in September

Hiking Trails You Can Access From Santa Fe
  • Posted October 31, 2019
  • Views: 902
Welcome Back - 25 Things to do in Santa Fe This Summer
  • Published June 10, 2020
  • Views: 613
Join Thousands As We Gather (Virtually) To Actually Burn Zozobra and Our 2020 Gloom
  • Posted August 17, 2020
  • Views: 589
11 Surprising Facts about Santa Fe, NM
  • Posted February 13, 2020
  • Views: 478
4 Don’t Miss Trails in Santa Fe County
  • Posted March 19, 2019
  • Views: 467


Watch us on Youtbue YouTube
September 2020 Performance Metrics
  • Subscribers: 721 (1.5% increase M/M)
  • Views: 2028 (25.8% increase M/M)



MEDIA PLACEMENT - ADVERTISING


MEDIA PLACEMENT - ADVERTISING

PRINT

New Mexico Magazine
Target Market: New Mexico
Flight Dates: September/October 2020
Impressions: 70,000
Media Spend: $2,939


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

New Mexico Magazine Wine & Chile
Weekly e-Newsletters
Target Market: New Mexico
Flight Dates: 9/11/20 & 9/18/20
Impressions: 15,300
Media Spend: Added Value


Google Display Network & Discovery Ads
Target Markets: New Mexico (Colorado 9/8/20 - 9/23/20)
Flight Dates: 9/1/20 - 9/30/20
Impressions: 350,076
Media Spend: $3,022.25


The Trade Desk New Mexico In-State
Standard Display & Remarketing
Target Market: New Mexico (Colorado 9/4/20-9/24/20)
Flight Dates: 9/1/20-9/30/20
Impressions: 1,875,352
Media Spend: $4,999.93


The Trade Desk Wine & Chile
Standard Display & Remarketing
Target Markets: Colorado Springs/Pueblo, Dallas/Ft. Worth, Denver, Phoenix, New Mexico, 20-mile Radius: San Francisco
Flight Dates: 9/4/20-9/20/20
Impressions: 1,680,982
Media Spend: $6,999.62


Chefs Feed Wine & Chile
Boosted Social Posts
Target Market: Colorado Springs/Pueblo, Dallas/Ft. Worth, Denver, Phoenix, New Mexico, 20-mile Radius: San Francisco
Flight Dates: 9/4/20-9/20/20
Impressions: 877,691
Media Spend: $10,000
Creative Link
Wrap Report Link


Facebook & Instagram

Image Ads
Target Markets: New Mexico (Colorado 9/8/20 - 9/23/20)
Flight Dates: 9/1/20 - 9/30/20
Impressions: 393,019
Media Spend: $1,807.96


Video Ads
Target Markets: New Mexico (Colorado 9/8/20 - 9/23/20)
Flight Dates: 9/1/20 - 9/30/20
Impressions: 250,803
Media Spend: $2,722.88


Facebook & Instagram - Wine & Chile
Image Ads
Target Markets: Colorado Springs/Pueblo, Dallas/Ft. Worth, Denver, Phoenix, New Mexico, 20-mile Radius: San Francisco
Flight Dates: 9/4/20-9/20/20
Impressions: 545,469
Media Spend: $9250.00


Pinterest
Image Ads
Target Markets: New Mexico (Colorado 9/8/20 - 9/23/20)
Flight Dates: 9/1/20 - 9/30/20
Impressions: 80,589
Media Spend: $876.62


Video Ads
Target Markets: New Mexico
Flight Dates: 9/1/20 - 9/30/20 (Colorado 9/8/20 - 9/23/20)
Impressions: 78,189
Media Spend: $1,216.72


SEM

Google Search
Target Markets: National
Flight Dates: 9/1/20 - 9/30/20
Impressions: 106,313
Media Spend: $3,417.22

SEM - Wine & Chile

Google Search
Target Markets: National & Regional campaigns (Colorado Springs/Pueblo, Dallas/Ft. Worth, Denver, Phoenix, New Mexico, 20-mile Radius: San Francisco)
Flight Dates: 9/4/20 - 9/20/20
Impressions: 210,142
Media Spend: $3,612.80

Bing Search
Target Markets: National
Flight Dates: 9/1/20 - 9/30/20
Impressions: 6,501
Media Spend: $463.67

MEETINGS & GROUPS

SEM
Google Search
Target Markets: National
Flight Dates: 9/1/20 - 9/30/20
Impressions: 1,424
Media Spend: $73.58



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
During the month of September 2020, earned media and media impressions were slightly lower when compared to September 2019. Practices such as hosting media groups and conducting deskside tours did not occur in the month of September due to COVID-19 guidelines and obstacles. Typically, in September, TOURISM Santa Fe hosts a group press trip for 6-8 journalists with an itinerary of “Only in Santa Fe” which consistently gets updated every year to highlight what is new and special to the city. This group trip did not occur this year; however, we did welcome back our first individual press trip, hosting a writer from the Denver area, September 24-29.

This month, notable coverage results came from journalists who have previously visited the destination prior to COVID-19 such as Kelsey Chauvin, Amber Gibson, Fyllis Hockman and Angela Fairhurst. With restrictions and travel ceasing for nearly six months, we are beginning to feel the impact with a slowing of travel placements. Feature articles are typically driven by media visits and often appear within one to three months following a visit. With no spring or summer media visits possible, feature coverage in particular has sufficiently slowed. With an unknown timeline for opening of the borders to most markets, the PR team has been very selective to which regional markets we’ve been pitching, which has limited the number of outlets that can/will cover the destination at this time.

With winter and the new year rapidly approaching, TOURISM Santa Fe is prioritizing outreach efforts in pitching Santa Fe as a socially distant holiday destination and emphasizing What’s New for 2021 in The City Different.


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 2020
  • Pitches: 83 (176% increase Y/Y)
  • Press Releases: 1 (no change Y/Y)
  • Media Visits: 1 (91% decrease Y/Y)
  • Media Contacts: 180 (13% increase Y/Y)
  • Earned Media: $824,687 (23% decrease Y/Y)
  • Total Impressions: 43,469,347 (21% increase Y/Y)

Year to Date 2020
  • Pitches: 832 (50% increase Y/Y)
  • Press Releases: 6 (40% decrease Y/Y)
  • Media Visits: 28 (56% decrease Y/Y)
  • Media Contacts: 1,942 (34% increase Y/Y)
  • Earned Media: $12,621,997 (5% decrease Y/Y)
  • Total Impressions: 766,563,458 (45% decrease Y/Y)



RECENT ACCOLADES
 
No new accolades


VISITING PRESS
 
Tourism Santa Fe hosted the following media in September:



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

As a result of hosting Fyllis Hockman in September 2019, coverage has gone live on Tripatini highlighting Meow Wolf.

As a result of an ongoing relationship with the publication, Conde Nast Traveler included various Santa Fe restaurants in an article on cuisines unique to the state.

As a result of hosting Angela Fairhurst in January 2020, two videos were uploaded to ClixTV, titled “Santa Fe Pottery” and “Santa Fe Imbibing.”

As a result of previously hosting Kelsy Chauvin, she included Santa Fe in an article on Edge Media Network titled “Your Ultimate LGBTQ Fall Travel Guide.”

As a result of media outreach to Business Insider, the publication included La Fonda on the Plaza in an article on haunted hotels in the United States.

As a result of providing Michele Herrmann images and information on Santa Fe’s fall foliage, she has included the destination in a Budget Travel article.

Newspapers (print/online)

n/a

Magazines (print/online)

As a result of hosting Amber Gibson in December 2019, she included Santa Fe in the Autumn Issue of Artful Living.


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