2018 TOURISM Santa Fe Annual Report_FINAL

2018 Annual Report TOURISM Santa Fe

“

O UT OF ALL THE PLACES I’VE TRAVELED, I RETURN HERE AGAIN AND AGAIN. WHETHER IT’S THE LIGHT, THE ART SCENE, OR THE MARGARITAS, I’M SIMPLY DRAWN TO THE CITY DIFFERENT .”

SAMANTHA BROWN Samantha Brown’s Places to Love

TABLE OF CONTENTS

07

17

21

TOURISM Santa Fe Mission

Sales Team Deployment

Geographic Target Markets

22

25

31

Paid Media Plan

Core Brand Pillars

Margarita Trail

4

EXECUTIVE SUMMARY

19 MARKETING & PROMOTIONS

7

WHAT WE DO

24 COMMUNICATIONS & PR

9

2018 AT A GLANCE (KPI’s)

28 VISITOR CENTERS

10 DIVISION HIGHLIGHTS

30 PROGRAMS & EVENTS

15 CONVENTION SALES

33 OTAB COMMITTEE & GRANTS

18 CONVENTION SERVICES

34 AWARDS AND ACCOLADES TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

3

EXECUTIVE SUMMARY From almost all measures, 2018 was a very successful year for tourism in Santa Fe. My favorite way to track our progress is with Lodger’s Tax. In 2018 we saw an increase of $1,343,323, an incredible jump of 12.3% with growth evenly spread between continued strengthening of short-term rentals and RevPAR growth in our hotels. Hotel growth was also fairly equally divided between occupancy and average rate, which is an indication that there is still increased traffic to the city along with sufficient demand to grow rate. It is also interesting to note that improvement occurred every month in 2018 with the smallest being July at 4.6% and the largest being in January at 32.6%. Santa Fe is well positioned in our expanding economy to benefit in all ways related to tourism.

Along with Lodger’s Tax, hotel occupancy, average rate, and short-term rentals, we also measure success through engagement with our advertising campaign driving interest to our web site, traffic in our visitor centers, leads and bookings from our engagement with meeting planners at targeted trade shows, response to our public relations efforts measured with earned media placement, and social media interactions and engagements to a well-organized and aligned effort. In all cases, we continue to see improved numbers reflecting successful implementation of strategies and effective use of available budgets.

Finally, to make all this happen, it requires a stable and strong team in place at TOURISM Santa Fe. I cannot be more proud of our entire group of professionals who manage and execute our marketing and public relations, direct sales, visitor centers and operations of the Community Convention Center. Generally, in an organization with 44 members, there is a weak link or two but this is not the case. We have dedicated specialists in the correct roles to maximize the use of our budget and ensure a proper ROI on our tourism reinvestment of Lodger’s Tax.

Randy Randall Executive Director

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

5

WHAT WE DO

TOURISM SANTA FE MISSION PROMOTE ECONOMIC DEVELOPMENT THROUGH TOURISM by positioning Santa Fe as a world-class destination that offers leisure and business travelers unique and authentic experiences in a memorable, beautiful, and culturally and historically significant setting.

DESCRIPTION OF SERVICES: Promote the city through marketing, direct sales, event creation and a grant program for non-profit visual and performing arts organizations. TOURISM Santa Fe also markets and operates the Community Convention Center and provides support to the city for public art programing and management.

VISIT SANTA FE (AKA CVB) MISSION INCREASE HOTEL AND SHORT-TERM RENTAL OCCUPANCY through effectively marketing to leisure travelers and direct sales efforts to groups and business meetings. Support and/or creation of events and programs that enhance visitation.

DESCRIPTION OF SERVICES: Management of advertising, public relations, social media, direct group sales, booking of Community Convention Center, event creation, event support, OTAB grants, visitor centers, liaison to Film Commission.

COMMUNITY CONVENTION CENTER OPERATIONS MISSION

OFFER OUTSTANDING FACILITIES AND SERVICES for business meetings, public gatherings, social events and city meeting needs.

DESCRIPTION OF SERVICES: Set up and tear down for meetings and events, facility maintenance, ongoing facility upgrade, coordination of third-party service providers, and management of the Community Kitchen program.

ARTS COMMISSION MISSION

INITIATE, SPONSOR OR CONDUCT PUBLIC PROGRAMS, alone or in cooperation with other public or private agencies, to further the development and public awareness of, and interest in the fine and performing arts and culture properties of the city.

DESCRIPTION OF SERVICES: Execution of grant program, art education, public art, Youth Cultural Passport, oversite of city historian and poet laureate, Culture Connects execution, Southside Summer, assisting with city art needs such as the College of Santa Fe art collection.

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

7

2018 BY THE NUMBERS (KPIs)

KEY PERFORMANCE INDICATORS $135.85 2017 2018

$143.25

2018 LODGERS TAX COLLECTIONS

$150 $140 $130 $120

5.5%

$100.67 $92.53

100% 90%

$12,293,807

$100 $90

80% 70%

$110

68.1%

70.3%

$80

8.8%

60%

$60

50%

$50

3.2%

40%

12.3% VS 2017

$70

2018 HOTEL REVENUE

$40

30%

$30

20%

$20

10%

$10

0

$175,625,814

$0

Occupancy Rate

Average Daily Rate

Revenue Per Available Room (REVPAR)

12.3% VS 2017

Rocky Mountain Lodging Report (December 2018)

PAID MEDIA/ADVERTISING

$963.1K 121.2M 312.5K

CONVENTION SALES Definite Bookings

Leads

# Definite Books

Room Nights

Paid Advertising Spend on Print, Digital, Paid Search and Social Media efforts.

Impressions Delivered in Support of Core 57% Brand Campaign & Supplemental Initiatives

Ad Engagements & Visitors Driven to the SantaFe.org Website

271

23,884 FOLLOWERS

66,913 FANS

50%

8%

23%

13,959 FOLLOWERS

7%

PUBLIC RELATIONS (PR)

625 19%

DAYS OF OCCUPANCY

121,665 REQUESTED ROOM NIGHTS

165 CONFIRMED BOOKINGS

SOCIAL MEDIA

Pitches

EVENTS

30% vs 2017

27% vs 2017

303 LEADS SENT TO HOTEL PARTNERS

42,043 ROOM NIGHTS CONFIRMED

CONVENTION CENTER 256

15% vs 2017

5.1% vs 2017

18

Press Releases

22%

79 $24.1M 2.4B

Media Visits

11%

Earned Media

33%

Media Impressions

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

26% 9

DIVISION HIGHLIGHTS

Santa Fe: One of the 14 Best Places To Travel In The U.S. In 2019 - FORBES

CONVENTION SALES MEET THE TEAM

DAVID CARR Director of Sales

KIM HARMON Sales Manager

STEPHANIE SCRIMSHAW Conv. Services Mgr.

APRIL GALLEGOS Sales Manager

MELISSA GLICK Conv. Services Mgr.

2018 HIGHLIGHTS

JUSTIN COX Sales Manager

MONA BACA Sales Assistant

303 165 23 2

Leads Generated representing 121,665 Room Nights Confirmed Bookings representing 42,043 Room Nights Meeting Planner Trade Shows Attended Successful Execution of National Governors Conference & Governor’s Inauguration & Ball

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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Santa Fe: One of the Most Delicious Destinations in the U.S. - EXPEDIA

CONVENTION CENTER OPERATIONS MEET THE TEAM

MELANIE MOORE Operations Manager

RAMON ROMERO

Convention Specialist Lead

12

MATT HARDING

Lead Convention Specialist

2018 HIGHLIGHTS

JESSE BARTLETT

Asst. Operations Manager

JUSTIN MARTINEZ Clean Team Lead

ROLANDO SUAREZ JR.

Mechanical/Structural Specialist

100 256 26 2

Percent Positive Rating from Respondents in 2018 Events with Facility Usage on 271 days in 2018 Percent Reduction of electric over 2-years equating to an annual savings of $54,129 Successful Execution of National Governors Conference & Governor’s Inauguration & Ball

Santa Fe: #2 Best Small City in the U.S. - Conde Nast Traveler’s Readers’ Choice Awards

MARKETING

2018 HIGHLIGHTS

MEET THE TEAM

JORDAN GUENTHER Director of Marketing

ERIC THOMPSON

Social Media Coordinator

JOY RICE

Marketing Manager

ATHENA MARTINEZ Marketing Assistant

JOANNE HUDSON Public Relations Manager

RYAN DODGE

Program & Events Manager

$963K 1.1M $120K 4

Media Spend* resulted in 121,187,741 Paid Impressions *$1.2M Total Contract Amount

Unique Website Visits* to SantaFe.org in 2018 *Including paid and non-paid visits

Public Relations Spend resulted in Earned Media Value of $24,138,400 New Events Executed or Planned including: Artists in Residence, SF Music Week, GFNY SF and SF Art Week (2019)

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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HOW WE DO IT

CONVENTION SALES DEPARTMENT INITIATIVES

GROUP POSITIONING The city offers a wide range of accommodations, including newly built, historic and branded hotels. These options make The City Different appeal to all customers and can accommodate a range of services and budget.

“

THE CITY’S ARTS, CULTURE, CUISINE AND DIVERSE HISTORY MAKES FOR A UNIQUE AND DESIRABLE GROUP DESTINATION.”

-David Carr, Director of Sales

• TOURISM Santa Fe’s Group Sales efforts will be most successful by working closely with the marketing team and hotel sales teams to create a consistent message regarding Santa Fe as a destination.

• We actively solicit all size groups whether there is a need for the Community Convention Center or just those interested in individual hotels.

• The sales team is committed to attracting more business to Santa Fe hotels, galleries, shops and restaurants.

• Effective communication and accountability will ensure that these goals are achieved.

SALES TEAM ACCOMPLISHMENTS Largest Group Tour Booking Year 45 tours confirmed representing 5,755 total room nights.

Largest Conference Ever Held in Santa Fe Dual Language w/ 3,300 attendees

MEET DIFFERENT in THE CITY DIFFERENT

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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CONVENTION SALES SALES TEAM GOALS

GROUP SALES PRODUCTION New Mexico is one of the strongest producing markets with several repeat Local and State Associations and Los Alamos National Laboratories. Chicago and Denver continually book Association business in Santa Fe which include American Bar Association, Rocky Mountain Mineral Law Foundation, Cedar/Gem and Keystone Symposium.

16

DEPLOYMENT STRATEGY TOURISM Santa Fe’s sales team deployment is shown on the following map.

The United States is divided geographically into thirds (West, Central and East) with the international market being handled by the Director of Sales (DOS).

The top five producing states are New Mexico, Colorado, Illinois, Texas and DC (Virginia, Maryland). The sales team is responsible for all market segments within their geographical region and works with all groups having a need for 10 or more guestrooms per night.

SALES TEAM DEPLOYMENT DIRECTOR OF SALES

GOALS The annual goal of the sales team is to generate 165 definite bookings with a total of 45,500 definite room nights.

TRADE SHOWS & CONFERENCES

23 21,833 9,183

Meeting Planner Trade Shows Attended Resulting in...

Room Nights Requested and...

DAVID CARR - Responsible for the Arizona market (promoting the new flight from Phoenix to Santa Fe), tour and travel, incentive and international segments with an annual goal of 24 definite bookings and 2,500 definite room nights.

CENTRAL U.S. SALES MANAGER KIM HARMON - Responsible for the Central US market with an annual goal of 38 definite bookings and 15,500 definite room nights.

EASTERN U.S. SALES MANAGER APRIL GALLEGOS - Responsible for the East Market, Los Alamos National Laboratory and Sandia National Laboratories with an annual goal of 55 definite bookings and 14,500 definite room nights.

WESTERN U.S. SALES MANAGER JUSTIN COX - Responsible for the West Market with an annual goal of 48 definite bookings and 13,000 definite room nights.

Definite Room Nights Booked.

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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CONVENTION CENTER OPS DEPARTMENT INITIATIVES

SFCCC POSITIONING • Offer the warmest welcome to our visitors from around the world.

“

TOURISM SANTA FE SELLS THE DREAM, AND WE MAKE IT COME TRUE.” -Melanie Moore, Operations Manager

• Be the friendliest and most helpful team in downtown Santa Fe. • Provide a memorable experience that leaves our guests planning their next trip before they leave.

• Offer a leading edge experience from audio visual technology to sustainability practices • Lead the way for energy efficiency among all City owned buildings.

• Mentor and develop our team for growth in career paths beyond the SFCCC. • Provide a top notch environment for our hotel and catering partners in the support of meetings and conventions.

OPERATIONS TEAM ACCOMPLISHMENTS

100% Positive Rating from respondents in 2018.

Successful Execution of

National Governor’s Conference

18

Achieved a 26.1% Reduction

of electric over two-year period equating to an annual savings of $54,129

Successful Execution of

Governor’s Inauguration & Ball

Litter Patrol Program covering 28 blocks daily.

Facility Upgrades & Improvements Included:

Overhaul of security system, installation of loading dock entry door, improved intelligent thatrical lighting, and purchase of large dog sculpture.

MARKETING & PROMOTIONS DEPARTMENT INITIATIVES

TARGET AUDIENCE Interest Based Targeting: art collectors, cultural travelers, experience seekers, outdoor adventurers, meetings and corporate incentive travelers, travel agents and tour operators • Adventure Travelers

“

OUR GOAL IS TO POSITION SANTA FE AS A HIGHLY UNIQUE DESTINATION THAT PROVIDES RICH, REWARDING, MULTI-SENSORY EXPERIENCES.”

-Jordan Guenther, Marketing Director

• Sophisticated, style conscious • Discerning • Appreciation for Art • Interest in History • Explore Culture & Heritage • Love Outdoor Recreation, Fine Dining, Performing Arts, high-end Shopping • Delight in regional cuisine, drinks, and good times • Want to experience something different, with a Sense of Place

MARKETING AWARDS & ACCOLADES Best Digital Campaign: The City Different

Gold Magellan Award: Santa Fe is for Art Lovers

NM Hospitality Assoc. Top Hat Awards

Travel Weekly Magellan Awards

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MARKETING & PROMOTIONS DEPARTMENT INITIATIVES

WEBSITE (SANTAFE.ORG) - PRIMARY CONTENT HUB

To ensure the Promotions and Creative assets created by TOURISM Santa Fe are fully expressed and represented on SantaFe.org, in a responsive online medium to introduce, inform, influence and assist potential visitors to choose Santa Fe as their world-class destination. Maintain an exciting online experience that introduces visitors to the city’s cuisine, shopping, performing arts, visual arts, outdoor adventure, history and culture.

SOCIAL MEDIA

PAID MEDIA

Deliver Santa Fe brand messages efficiently to targeted leisure audience segments and personas in proven geographic target markets.

.ORG

Develop organic efforts on Santa Fe social media channels as conduits for the authentic voice of Santa Fe rather than promotional channels.

E-BLASTS

Target, inform, and convert potential visitors to come to Santa Fe. Increase reach and number of subscribers.

BLOG

PUBLIC RELATIONS

20

Manage the flow, content, and reach of news about Santa Fe to the press, related in an energetic and authentic way and emphasizing the latest information, as a critical part of the TSF’s overall marketing and branding efforts.

Create compelling and current content that promotes Santa Fe as a premier travel destination and describes unique Santa Fe experiences and itineraries.

VISITORS GUIDE • • • • • •

Develop content that highlights the Santa Fe brand pillars Improve and increase the visual impact of both the printed and digital travel planner Emphasize Santa Fe neighborhoods: Historic Downtown, Canyon Road, Midtown, and Guadalupe and Railyard Districts Feature new events and activities in Santa Fe Draw attention to the “secrets” of Santa Fe and not to be missed experiences Create engaging content that highlights activities and attractions (i.e. day trips and hands on creative experiences)

GEOGRAPHIC TARGET MARKETS PRIORITY MARKETS Denver

Dallas-Ft. Worth

Phoenix

DRIVE MARKETS Colorado Springs/Pueblo PROMOTIONS & PROGRAMS Kids Free Spring Break: • Capture Priority and Drive market families looking for a special Spring Break getaway and to increase their length of stay and overall spend in Santa Fe. Santa Fe Artists in Residence: • Highlight Santa Fe’s rich art history and resources; artists, galleries and museums which impacts their economic success • Increase the visibility of the diverse art that is available in the Santa Fe art market to a wider audience of visitors • Increase hotel occupancy during months of November February Santa Fe Music Week Santa Fe Margarita Trail Mobile Apps: • Margarita Trail Passport • Santa Fe Wayfinder • Santa Fe Art Experience

Amarillo

El Paso-Las Cruces

Lubbock

Albuquerque

FLY MARKETS Austin Chicago

Los Angeles New York City

Houston San Francisco

Seattle

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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MARKETING & ADVERTISING PAID MEDIA

STRATEGIES

COMPONENTS

Identify channels to reach targets by interest, including art buyers/ collectors and experience/culture seekers

Digital Media

Use rich media units to engage targets more effectively than just standard banners

Print Media Paid Search Engine Marketing

Optimize campaigns in flight, maximizing campaign efficiency Apply campaign analytics for comprehensive measurement and evaluation

GOALS

Increase Lodgers Tax revenues Fill Hotel rooms to support all aspects of tourism for Santa Fe, including increased Rev/Par. Increase tourism from high-end art buyers and collectors Increase visitation of experience/ cultural seekers in an effort to support museums and activities Increase visitation from outdoor enthusiasts

Evaluate current creative concepts and integrate refreshed creative concepts into media plan

FY18 PAID MEDIA PLAN (JULY ‘17-JUNE ‘18)

Amount allocated for FY18 placements: $1,250,000 (Agency) 1. Core Campaign: $868,000 (69%)

- Digital: $615,000

- Paid Search/Lead Generation: $52,500

22

- Print: $156,250

- Analytics/AdServing: $44,250

2. Kids Free Promo: $47,000 (4%) 3. Artists in Residence: $15,000 (1%) 4. Fly Santa Fe/NNMAA: $200,000 (16%) 5. Other Advertising: $120,000 (10%)

PAID MEDIA CREATIVE EXAMPLES PRINT

CAMPAIGN SUMMARY

DIGITAL

115M 300K $850K $461K 16%

Core Campaign Fly SF/NNMAA Other Advertising Kids Free Promo Artists in Residence

Ad Engagements and Visitors Driven to santafe.org Website Estimated in Additional Value Obtained Through Negotiated Media In Hotel Revenue* Generated from Marketing Efforts *According to Adara Impact Analytics

18%

10% 4%

Impressions Delivered in support of Core Brand Campaign

Digital

6% 69%

5%

71%

Print Search/Lead Analytics

1%

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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MARKETING & COMMUNICATIONS PUBLIC RELATIONS (PR)

STRATEGIES

Manage the flow, content, and reach of news about Santa Fe to the press, related in an energetic and authentic way and emphasizing the latest information, as a critical part of TOURISM Santa Fe’s overall marketing and branding efforts.

COMPONENTS

GOALS

Press Releases

Use mainstream media, digital media, social media and TOURISM Santa Fe’s own media to deliver compelling stories and information about Santa Fe to national and international travel markets, prospective visitors, and returning visitors, highlighting content based on the defined marketing Brand Pillars.

Media Outreach Media Visits Deskside Visits Meetings Industry Press Social Media Content Creation (Blog)

In 2018, PR team secured editorial coverage in these Top-Tier Publications & Influential Websites:

SOCIAL MEDIA 66,913 FANS

8% vs 2017

/SANTAFETOURISM

23,884 FOLLOWERS

23% vs 2017

@CITYOFSANTAFE

13,959 FOLLOWERS

7% vs 2017

@CITYOFSANTAFE 24

2,544 FANS

6% vs 2017

/CITYOFSANTAFE

493 SUBSCRIBERS

45% vs 2017

/VISITSANTAFENM

2018 PR SUMMARY

2.36B $24M

80 18 4

Media Impressions Delivered resulting in a broad mix of coverage In Earned Media Value with stories in national, regional and market specific publications Media Visits to Santa Fe resulting in numerous placed stories Press Releases Issued delivering timely and relevant news about Santa Fe Group Press Trips supporting 27 Journalists in addition to 57 Journalists on individual trips

CORE BRAND PILLARS HISTORY & CULTURE

Santa Fe is an exciting and deeply enriching destination for history buffs and cultural explorers.

SHOPPING

Called the “City of Markets,” Santa Fe delights shoppers with unique boutiques, vintage treasures, Native American crafts, and world-class seasonal markets.

VISUAL ARTS

Santa Fe boasts a thriving visual arts scene featuring international folk art, contemporary works, Native American art, and a world-famous gallery district.

OUTDOORS

Santa Fe offers outdoor adventure to enthusiasts with breathtaking mountain vistas, four distinct, temperate seasons, outdoor activities, and some of the purest air in the world.

PERFORMING ARTS

Santa Fe invites visitors to enjoy a year-round selection of live music, theater, and dance presented at venues throughout the city. The Santa Fe Arts Commission provides the majority of $50,000 to market the performing arts.

REJUVENATION & RELAXATION

BLOG

PAGEVIEWS

13% vs 2017

TIME ON SITE

3% vs 2017

Santa Fe rejuvenates travelers with a wide range of spas, and meditative and new age therapies ranging from the rustic to the luxurious.

CUISINE

Santa Fe’s unique local cuisine, lively food culture, renowned international flavors, and awardwinning restaurants make it a world-class culinary destination.

REFERRALS TO SANTAFE.ORG

56% vs 2017

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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MARKETING & COMMUNICATIONS WEBSITE

2018 STRATEGIES & TACTICS

• Refresh website design & functionality in compliance with Web & Traveler Trends and provide a visually compelling and user-friendly experience • Integrate, present and maintain promotions and creative assets throughout our online

media components including:

- SantaFe.org website - Consumer E-Newsletters & Industry E-Newsletters - Santa Fe Blog (published weekly by TSF) - CommunityConventionCenter.com website

• Maintain scheduled photo rotation for inspiration and visual impact, and highlight Promotions & Seasonal Events

• Refresh seasonal & yearly highlights pages for easy Trip Planning for visitors • Gather email subscribers for specific e-newsletter lists

• Create and deploy, highly visual consumer e-newsletter with information highlights and promotions 26

WEB CONTENT & DEVELOPMENT

2018 WEBSITE SUMMARY

1.4M 2.17

2:18 12.3 2017

OBJECTIVE:

Total Web Sessions from both paid and non-paid traffic sources Pages Per Session indicating that website content is useful and desired Average Time on Site indicating that user flow improved Y/Y Conversion Rate indicating the percentage of users that took a defined action 2018

Difference

Age Range 18-24

16.8%

16.55%

-0.25%

25-34

18.47%

19.75%

1.28%

35-44

17.35%

16.96%

-0.39%

45-54

16.8%

16.55%

-0.25%

55-64

21.23%

21.45%

0.22%

65+

17.62%

18.74%

1.12%

Utilize Mobile Responsive, easy-to-update, page layouts so that Information can be updated quickly and made easily available to visitors on all devices.

Create and utilize, well designed, technically proven templates for landing pages and promotions for the best user response.

STRATEGIES & TACTICS: PHOTOGRAPHY

Increase number of photos and photo sizes throughout the website.

VIDEO

Increase appearance of videos throughout the website.

USER EXPERIENCE

Reduce the amount of copy wherever possible for best mobile experience.

BLOG & SOCIAL INTEGRATION Maximize Blog & Social Media integration with the website.

CONTENT UPDATES

Target and schedule pages for regular content updates.

Gender Male

39.52%

40.59%

1.07%

Female

60.48%

40.59%

-1.07%

2017 2017 States

2018 2018 States

Texas

18.42%

Texas

18.51%

New Mexico

17.64%

New Mexico

16.52%

California

11.41%

California

12.5%

Colorado

9.1%

Colorado

8.99%

Arizona

5.72%

New York

4.57%

New York

3.86%

Nevada

4.38%

Nevada

3.36%

Arizona

3.92%

Illinois

3.15%

Illinois

3.91%

Washington

1.91%

Florida

2.01%

NEW DESIGN UPDATES

Implement new card based design to Business and Accommodation listings and implement new design for top level category pages.

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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VISITOR CENTERS VISITATION DATA & INSIGHTS

2018 STATISTICAL REPORT ON SANTA FE VISITOR CENTERS

TOP FIVE (5) WALK-IN STATES

Visitation Totals For All Three (3) Visitor Centers

7,250

6,665

7,000 6,500 6,000 5,500 5,000

4,374

4,500

3,633

4,000 3,500 3,000 2,500 2,000

1,384

1,500 1,000 0

New Mexico

Texas

California

Colorado

Arizona

TOP FOUR (4) WALK-IN COUNTRIES

Visitation Totals For All Three (3) Visitor Centers

1,395 401

142 106

Canada

28

United Kingdom

France

Mexico

“

ANNUAL VISITOR GUIDE Strategies & Tactics:

TOURISM SANTA FE’S ANNUAL VISITOR GUIDE IS THE MOST UTILIZED SOURCE OF INFORMATION FOR PLANNING A LEISURE TRIP TO SANTA FE.”

-2015 Visitor Survey

• Develop an engaging and high impact guide • Increase available photo options • Review the ease of use and usability of the digital edition of Visitor Guide • Assess print quantities annually to ensure adequate production (400,000) • Promote availability of the Visitor Guide to potential visitors through targeted e-blast and consistently including “Order Now” link on Consumer Newsletters, Blogs and Marketing Reports to business partners • Increase distribution channels

2018 Top Visitor Guide Requests: NUMBER OF ONLINE REQUESTS:

13,570

TOP STATES: TX 1852 CA 1058 CO 739 FL 626 IL 568 AZ 530 OK 442 NY 420 PA 382 WI 361 TARGET MARKETS* NON-TARGET MARKETS *See page 21 for more details.

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PROGRAMS & EVENTS SANTA FE MUSIC WEEK

EST. EVENT ATTENDANCE =

MARKETING EFFORTS

Plaza Event Attendance - 3,100

SantaFeMusicWeek.com Data:

Robert Earl Keen Show – 1,100

- Total page views: 17,102 - Average time spent onsite: 3:50min - External link clicks (sponsor links): 4,232

10,000+

Bob Schneider/Joe West – 500 Platinum Music Awards - 575 Mariachi Spectacular – 1,800 Meow Wolf Event at CCC - 1,018 Mavericks Show – 1,850 Bars & Restaurant Shows - 1,250

30

Estimated Marketing Dollars Spent: $22,000+ Sponsorship(s) Dollar Value: $92,000+ Overall Earned Media: $60,000+ Programs Given Out: 15,000+ Fliers Handed Out: 1,200 Posters Put Up: 365 T-Shirts Given Out: 1,875

Santa Fe

Music Week

OTHER DATA

Number of Event Sponsors: 11 Number of Performers: 84 Length of Event: 10 Days Average Length of Performance: 52 minutes

2018 INDIGENOUS PEOPLES DAY EVENT: Over 1,000 People Attended Over the 3-Day Event!

Increased number of performances from 2017 Increased onsite vendors from 2017

OWNED APPLICATIONS (APPS)

Margarita Trail Passport: (from 5/5/16 to 12/31/18)

Total Paper Passport Sales = 3,508 Total App Downloads = 1,724 Total Awards Earned = 1,255 (t-shirts, books, bartender kits)

Total Earned Media = $4,816,031

Santa Fe Wayfinder

Santa Fe Art Experience

Total App Downloads = 968 (6 month period)

Launched at the End of 2018

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OCCUPANCY TAX ADVSIORY BOARD (OTAB)

OTAB IS A TAX ADVISORY BOARD that recommends grant awards from lodgers tax revenue to nonprofits that help market Santa Fe for tourism purposes. The OTAB Committee meets monthly, on the fourth Tuesday of each month.

2018 OTAB COMMITTEE: Paul Margetson, Chair Jon Hendry, Vice Chair Al Lucero

Victoria Bruneni Elizabeth Pettus Chris Hyer

2018 FUNDING BREAKDOWN Requested

Recommended

Notes

Respondent Santa Fe Century

$12,500

$12,500

EntreFlamenco

$15,000

$10,000

Santa Fe Film Week

$30,000

$20,000

Emerging Media/Little Globe

$30,000

$15,000

$5,000 Web $10,000 Digital

$30,000

$15,000

One-Time Allocation

$29,888.50

$7,500

SITE Santa Fe Santa Fe Council on Int. R

With no Additional Future Funding

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“

2018 AWARDS & ACCOLADES

AUTHENTICITY CONTINUES TO RESONATE AS A HALLMARK OF EXPERIENCES IN SANTA FE...”

-Darley Newman, Travels with Darley

APARTMENT THERAPY Santa Fe named the #3 Best Small City in America to Live by Apartment Therapy ARCHITECTURAL DIGEST Santa Fe was named one of the Top 5 Destinations Design and Music Lovers Should Visit in July by Architectural Digest BESTPRODUCTS.COM BestProducts.com names Santa Fe one of The 50 Best Places to Visit in the USA CBS LOCAL CBS Local named Santa Fe as having the “Best Art Museums In The Southwest” CONDE NAST TRAVELER Conde Nast Traveler names Santa Fe one of the 9 U.S. Cities that are Even Better in Winter CONDE NAST TRAVELER’S READERS’ CHOICE Conde Nast Traveler’s Readers’ Choice Awards names Santa Fe the #2 Best Small City in the U.S. CREATIVE VITALITY SUITE Santa Fe, NM ranks In The Top 100 Creative Economies In The US by Creative Vitality Suite EXPEDIA Expedia names Santa Fe one of the most delicious destinations in the U.S. EXPEDIA Santa Fe is highlighted on Expedia’s list of America’s most artistic towns FORBES Santa Fe listed as one of the 14 best places to travel in the US in 2019 by Forbes HOMETOGO HomeToGo ranked Santa Fe as one of the top destinations for millennial travelers 2019

Best Art Museums In The Southwest CBS LOCAL

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#2 Best Small City in the U.S.

CONDE NAST TRAVELER’S READERS’ CHOICE

INSURIFY Insurify recognizes Santa Fe at the Greenest City in New Mexico in their Greenest City Awards

TRAVEL + LEISURE WORLD’S BEST READER’S CHOICE The Travel + Leisure 2018 World’s Best Reader’s Choice Awards names Santa Fe #4 of the Top 15 Cities in the U.S.

MOVIE MAKER MAGAZINE Movie Maker Magazine names Santa Fe the #3 Best Small City to Live & Work as a Filmmaker

TRAVELPULSE TravelPulse chose Santa Fe as one of “America’s 30 Best Cities for Stunning Art, Architecture.”

MSN MSN names Santa Fe the Hippest City in New Mexico as part of their roundup of The Hippest City in Every State

TRAVELPULSE TravelPulse chose Santa Fe restaurant, Santa Fe Bite, for having The Best Burger in New Mexico

OPEN TABLE Open Table named Geronimo as one of “The 100 Restaurants in America With the Best Wine List”

TRIPADVISOR TripAdvisor chose Santa Fe as one of the 15 Best Solo Vacations in America

OUTSIDE MAGAZINE Outside Magazine names Santa Fe as one of their America’s Smartest Towns for “The Dream Town Blueprint”

TRIPADVISOR Santa Fe makes TripAdvisor’s list of the Top 30 USA Cities to Visit in 2018

POPSUGAR The Santa Fe Margarita Trail made the list of The 10 Best Food and Drink Trails to Explore in America by Popsugar

U.S. NEWS & WORLD REPORT U.S. News & World Report ranks the Inn of the Five Graces as the best hotel in New Mexico as part of the Best Hotels in Every State report

READERS DIGEST Readers Digest honored Santa Fe on a list of the The Best Weekend Getaways in Every State

WORLD FOOD TRAVEL ASSOCIATION Santa Fe one of only two cities recognized worldwide in “Best Food/Beverage Destination Experience” category in the 2018 Foodtrekking Awards by the World Food Travel Association

SENIORADVICE Santa Fe was named one of the Top 20 Cities for LGBT-Friendly Retirement in 2018 by SeniorAdvice

Santa Fe Bite

SMU NATIONAL CENTER FOR ARTS RESEARCH Santa Fe ranked #1 on the list of the “Top 10 Most Arts Vibrant Medium Communities” in the 2018 Southern Methodist University (SMU) National Center for Arts Research (NCRA) Arts Vibrancy Index THE DAILY MEAL The Daily Meal ranks Santa Fe Bite the #8 Best Burger in America

One of the Most Delicious Destinations in the U.S. EXPEDIA

14 Best Places to Travel in the U.S. in 2019 FORBES

TOURISM SANTA FE - ANNUAL REPORT 2018 (CY)

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THANK YOU! 2018 Annual Report TOURISM Santa Fe