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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


We received great news for the hospitality industry late last week, with the Governor’s announcement of limited visitation to the state without a required self-quarantine and movement of the hotel occupancy cap from 50% to 75% for hotels and lodging venues that have completed the NM Safe Certified program. While this does not allow us to return to what we might consider normal, it does provide us the opportunity to capitalize on Santa Fe’s popularity as a world-renowned destination for the next two, historically strong, months.

With dining open outdoors at 75% and indoors at 25%, retail and museums operating at 25% and now hotels allowed to accept 75% occupancy levels, this may be our new normal for the foreseeable future until a widespread vaccine application exists. We have to be careful not to take this relaxation of restrictions as a signal that the issues related to the pandemic are going away. Every business must redouble efforts to follow their state COVID-Safe Practice (CSP) guidelines, take the Santa Fe Promise and become New Mexico Safe Certified assuring our visitors that safety is our first and most important consideration. If not, we will once again drop back into heightened restrictions and lose this opportunity to see a bit of economic recovery.

On another note, Santa Fe is spearheading the introduction of a New Mexico Safe Dining app. This will be a statewide effort to encourage residents to return to on-premises dining in our outstanding restaurants. Free to both the restaurant participants and the app user, it will offer a $50 meal certificate after ten on-premises restaurant experiences and a $100 certificate after 20. TOURISM Santa Fe has partnered with the state Tourism Department that provided the funding to build the app and PNM that has provided the first $50,000 supporting the cost of the dining gift certificates. Santa Fe Wine and Chile has also stepped up to be the non-profit administrator for the program. The only requirement for restaurant participation is that they become New Mexico Safe Certified, a one-hour on-line training course that assures the public they understand and practice safety in their operations in accordance with the statewide CSP’s. We hope restaurants will participate in this new app as it will help stimulate locals and visitors to get back in the habit of eating out at our local restaurants. The State is still finalizing some of the components and then we will send out additional information as soon as it is available.

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



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

[Submit Survey] Lodging Guide and 2021 Events Updates Needed

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

[Get Certified] Register for NM Safe Certified Training



[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 variety of advertising opportunities 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: visitorsguidesales@santafe.org, and one of our sales staff will get back to you.


[Submit Survey] Lodging Guide and 2021 Events Updates Needed


Work has started on the 2021 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 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 15, 2020. If you have questions, contact us at admin@santafe.org.


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



Santa Fe Spirits is nominated in two categories in the USA Today 10 Best Readers’ Choice Awards. Show your support by voting once daily through Monday, September 14 at 10 am MT.



[Get Certified] Register for NM Safe Certified Training



It is not too late to become NM Safe Certified. The NM Safe Certified Program, offers free, on-demand training modules to help tourism businesses to create a safe and responsible environment for employees and guests. Upon completion of the program, certified businesses can access the following benefits:
  • Recognition as a NM Safe Certified business
  • Usage of the NM Safe Certified seal to promote business
  • Inclusion in the NM Safe Certified business directory
  • Access to the NM Safe Certified resource toolkit
  • Participation in statewide peer learning communities to share best practices, troubleshoot common challenges, and access additional resources
Click here to get NM Safe Certified today.



MARKETING INFORMATION ITEMS
 
Santa Fe Margarita Trail

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



Santa Fe Margarita Trail



Enjoy a patio Margaritaǃ With so many new patios popping up in response to the States indoor seating restrictions, make sure your customers know that they can earn credit for their patio Margarita purchase. Locals love their Margaritas - especially on a patio outsideǃ

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 visitors and locals are enjoying the Santa Fe Margarita Trail.
  • 4,313 people have earned an official T-Shirt by collecting five stamps on the Trail.
  • We have nearly 200 members of the new Margarita Society whom have earned 10 or 15 stamps.
  • 259 margarita lovers have earned a free autographed copy of The Great Margarita Book by Al Lucero by earning 20 stamps.
  • 161 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

August 2020 Performance Metrics

Visits
  • Total Sessions 69,371 (38.0% decrease Y/Y)
  • Unique Users 56,905 (35.0% decrease Y/Y)
  • Pages per Session 1.87 (14.0% decrease Y/Y)
  • Average Time on Site 1:57 (21.5% decrease Y/Y)
  • Conversion Rate 8.6% (17.8% decrease Y/Y)

Visitor Gender
  • 58.4% Female (2.0% decrease Y/Y)
  • 41.6% Male (3.9% increase Y/Y)

Visitor Age
  • 9.7% 18 - 24 (221.9% increase Y/Y)
  • 20.0% 25 - 34 (1.3% increase Y/Y)
  • 14.2% 35 - 44 (7.6% decrease Y/Y)
  • 16.6% 45 - 54 (4.3% increase Y/Y)
  • 21.0% 55 - 64 (6.7% decrease Y/Y)
  • 18.5% 65+ (14.4% decrease Y/Y)

Newsletters

  • TOURISM Santa Fe Marketing Report
    • Sent: 08/13/2020
    • Number sent: 1,169
    • Number opened: 434
    • Open rate: 37.1%

✝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
 
The continued COVID 19 outbreak and quarantine led to less than usual posting volume, though strong UGC continued to do most of the heavy lifting. Facebook metrics remained mostly flat, while Twitter saw strong growth in engagement and impressions. Instagram growth remained steady, with a 2.4% increase in followers M/M. Pinterest organic impressions dropped 1.8% M/M. YouTube Subscribers crept up .7% M/M, while video views dropped 97.8% M/M as YouTube paid advertising was scaled back.

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 2020 Performance Metrics
  • Total Page Followers: 77,006 (.35% increase M/M)
  • People Talking About This (PTAT): 15,350 (8.8% decrease M/M)
  • Engagement: 32,199 (2.6% decrease M/M)
  • Top Ranking Post: “Even the lighting is one-of-a-kind. #TheCityDifferent Photo: @airscloudsantafe”
    • Reactions: 3557
    • Comments: 253
    • Reach: 29,544


Join us on Twitter Twitter
Twitter screenshot

August 2020 Performance Metrics
  • Followers: 15,443 (.3% increase M/M)
  • Monthly Impressions: 54,300 (20.4% increase M/M)
  • Engagement: 993 (23.5% increase M/M)
  • Top Ranking Post: “There is something magical about Santa Fe #TheCityDifferent | SantaFe.org Photo:@rolandpabst”
    • Impressions: 1867
    • Retweets: 1
    • Total engagements: 166


Join us on Instagram Instagram
Instagram screenshot

August 2020 Performance Metrics
  • Followers: 36,371 (2.4% increase M/M)
  • Top Performing Post: “Even the lighting is one-of-a-kind. #TheCityDifferent | SantaFe.org Photo: @airscloudsantafe”
    • Likes: 3014


Join us on Pinterest Pinterest
August 2020 Performance Metrics
  • Organic Impressions: 44150 (1.8% decrease M/M)


Read the Santa Fe blog Santa Fe Blog
August 2020 Performance Metrics
  • Total Blog Views: 6448 (35.8% decrease M/M)
  • Average Time on Blog: 2:42 minutes (1.25% increase M/M)

August Blog Posts

Join Thousands As We Gather (Virtually) To Actually Burn Zozobra and Our 2020 Gloom
  • Published August 17, 2020
  • Views: 317

Top 5 Viewed Blog Posts in August

Hiking Trails You Can Access From Santa Fe
  • Posted October 31, 2019
  • Views: 765
Welcome Back - 25 Things to do in Santa Fe This Summer
  • Published June 10, 2020
  • Views: 632
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 484
4 Don’t Miss Trails in Santa Fe County
  • Posted March 19, 2019
  • Views: 473
11 Surprising Facts about Santa Fe, NM
  • Posted February 13, 2020
  • Views: 431


Watch us on Youtbue YouTube
August 2020 Performance Metrics
  • Subscribers: 710 (.7% increase M/M)
  • Views: 2028 (97.8% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


MEDIA PLACEMENT - ADVERTISING

PRINT

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


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

New Mexico Magazine
Weekly e-Newsletters
Target Market: New Mexico
Flight Dates: 8/7/20, 8/14/20, 8/21/20, 8/28/20
Impressions: 30,742
Media Spend: Added Value


Google Display Network & Discovery Ads
Target Markets: New Mexico
Flight Dates: 8/1/20 - 8/31/20
Impressions: 310,066
Media Spend: $3,025.40


The Trade Desk New Mexico In-State
Standard Display & Remarketing
Target Market: New Mexico
Flight Dates: 8/1/20 - 8/31/20
Impressions: 2,530,708
Media Spend: $6,348.28


Facebook & Instagram

Image Ads
Target Markets: New Mexico
Flight Dates: 8/1/20 - 8/31/20
Impressions: 565,670
Media Spend: $1,797.28


Video Ads
Target Markets: New Mexico
Flight Dates: 8/1/20 - 8/31/20
Impressions: 319,910
Media Spend: $2,690.62


Pinterest
Image Ads
Target Markets: New Mexico
Flight Dates: 8/1/20 - 8/31/20
Impressions: 82,755
Media Spend: $914.36


Video Ads
Target Markets: New Mexico
Flight Dates: 8/1/20 - 8/31/20
Impressions: 67,388
Media Spend: $983.77


SEM

Google Search
Target Markets: National
Flight Dates: 8/1/20 - 8/31/20
Impressions: 100,110
Media Spend: $3,518.75

Bing Search
Target Markets: National
Flight Dates: 8/1/20 - 8/31/20
Impressions: 9,728
Media Spend: $432.35

MEETINGS & GROUPS

SEM
Google Search
Target Markets: National
Flight Dates: 8/1/20 - 8/31/20
Impressions: 1,001
Media Spend: $75.41



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
During the month of August, earned media and media impressions were slightly lower when compared to August 2019. It is important to note a large number of articles resulting from the IFWTWA conference were calculated in August 2020, despite many publishing in late 2019 and early 2020. Due to the smaller nature of most of the outlets, they were not captured via the typical search tools the team has in place and we only became aware of them due to a report from IFWTWA.

The PR team continued to see notable results from major travel publications such as Travel + Leisure, MSN and Forbes, most of which came as a result of media hosted prior to COVID-19. In addition, at the beginning of the month, the team aided in securing coverage and coordinating an interview with Kimberly Peone for Santa Fe’s Virtual Indian Market in Cowboys & Indians.

With the 14-day quarantine guidelines currently in effect in Santa Fe and overall obstacles resulting from COVID-19, tactics including hosting media and conducting desk side tours remain on hold.


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 2020
  • Pitches: 80 (110% increase Y/Y)
  • Press Releases: 0 (100% decrease Y/Y)
  • Media Visits: 0 (100% decrease Y/Y)
  • Media Contacts: 250 (43% increase Y/Y)
  • Earned Media: $1,397,414 (3% decrease Y/Y)
  • Total Impressions: 69,907,650 (67% increase Y/Y)

Year to Date 2020
  • Pitches: 749 (42% increase Y/Y)
  • Press Releases: 5 (44% decrease Y/Y)
  • Media Visits: 27 (48% decrease Y/Y)
  • Media Contacts: 1,762 (37% increase Y/Y)
  • Earned Media: $11,797,310 (4% decrease Y/Y)
  • Total Impressions: 723,094,111 (47% decrease Y/Y)



RECENT ACCOLADES
 
No new accolades


VISITING PRESS
 
Due to the travel restrictions in place from the COVID-19 pandemic, media visits are on hold until conditions improve. The team plans to target the months of October and November to resume media visits.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

As a result of hosting Angela Fairhurst in January 2020, she uploaded another video to her Jaunt TV YouTube channel titled, “Getting Your Drink On in Santa Fe”.

As a result of sending over details to journalist Johanna Read for her lead on hotels with unusual sports and exercise facilities and programs, the Four Seasons Santa Fe was included in a Forbes article.

As a result of passing along images of El Rey Court to Brittany Anas of Forbes, she included the property in an article titled, “The five most Instagram worthy motels in the west.”

As a result of previously hosting Skye Sherman, she has included Santa Fe in her recent piece on Travel + Leisure titled, “The Best Girlfriend Getaways Around the World for a Weekend Escape”. The article also syndicated to MSN.

As a result of journalist Kathleen Wells attending the IFWTWA conference in Santa Fe, coverage has been produced in Short Weeks Long Weekends titled “Santa Fe - The City Different” and American Roads titled “A Touch of New Mexico”.

As a result of journalist Amy Piper attending the IFWTWA conference, two articles have been produced in The Yums titled, “[UR:https://www.theyums.com/review-la-plazuela-santa-fe-new-mexico/:La Plazuela in Santa Fe, New Mexico]” and “La Casa Sena - Santa Fe, New Mexico.”

As a result of journalist Suzanne Corbett attending the IFWTWA conference, two pieces of coverage have gone live on Gazelle Magazine titled “Chiles Warm the Heart” and “Giving Thanks for the Three Sisters and the Potato.”

As a result of journalist Susan Cohen attending the IFWTWA conference, coverage was produced in The Daily Journal titled “Susan’s Travels, Tours + Trips.”

As a result of journalist David Nerris attending the IFWTWA conference, coverage was produced in Vino-Sphere titled “Santa Fe - Hub of Southwest Style and Culture.”

As a result of journalist Linda Milks attending the IFWTWA conference, two articles were produced in Toasting Food Wine Travel titled “13 Great Spots to Get a Taste of Santa Fe” and “La Fonda on the Plaza, Pueblo-Inspired Architecture and Contemporary Luxury.”

As a result of Pam and Gary Baker attending the IFWTWA conference, coverage was produced on Food Wine Travel Magazine and Porthole Cruise Magazine.

As a result of journalist Sue Frause attending the IFWTWA conference, coverage was produced on Eat Play Sleep titled “Santa Fe, New Mexico – Three Colorful and Tasty Days in the Land of Enchantment.”

Newspapers (print/online)

As a result of Tourism Santa Fe Director, Randy Randall’s, participation with other hospitality industry executives, an Op Ed was published in the Santa Fe New Mexican titled, “New Mexico Tourism Industry Needs Relief.”

Magazines (print/online)

As a result of our proactive pitching efforts about Santa Fe’s Virtual Indian Market to Cowboys & Indians and coordinating an interview with Kimberly Peone, coverage went live within with publication.


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