Santa Fe Hospitality & Networking Breakfast Presentation - February 2020

Santa Fe Hospitality & Networking Breakfast

TOURISM Santa Fe • February 6, 2019

2019 CALENDAR YEAR RESULTS Lodger’s Tax: • For 11 months, up 9.6% to $12,724,954 • On target to reach $13,400,000 (vs $12,207,853) up $1.2MM – 2nd year in a row • Budget for FY21 $14.0MM (vs $12.8MM) – $500k increase in Adv to $2.0MM

2019 CALENDAR YEAR RESULTS Occupancy, Rate, RevPAR: City Wide Occ 69.3% (vs 67.7%) • Downtown 76.3% (vs 74.8%) • Cerrillos Rd 62.9% (vs 61.3%)

City Wide ADR $144.28 (vs $139.78) • Downtown $191.90 (vs $186.63) • Cerrillos Rd $91.96 (vs $88.00)

City Wide RevPAR $99.92 (vs $94.62) • Downtown $141.34 (vs $139.58) • Cerrillos Rd $57.88 (vs $53.90)

SHORT TERM RENTALS Growth in 2019 & Past 5 Years: • • • • • •

September 2014 – 268 September 2015 – 448 September 2016 – 668 September 2017 – 1,302 September 2018 – 1,477 September 2019 – 1,644

FY14 FY15 FY16 FY17 FY18 FY19

$427,315 $465,839 $529,190 $913,444 $1,618,300 $1,952,757

Upcoming Changes & Enforcement: • VCA with Expedia – HomeAway and VRBO • Stepped up enforcement that will drive cap on permits into play

WEEKS OF SANTA FE 2020 Lineup: • • • •

Film Week – Feb. 12 to Feb. 16 Restaurant Week – Feb. 23 to March 3 New Media Week – June 12 – June 21 Bandstand – June 16 to Aug. 8

• Art Week – July 10 to July 19 • Music Week – Aug. 28 to Sept. 7 • Literature Week – Oct. 22 to Oct. 27

OTAB GRANTS UPDATE 2019 Grants: • Site Santa Fe - $7,500 • Friends of Film - $7,500 • New Media Week/Parallel Studios - $30,000 OTAB funding still available (Feb. 15 deadline)!

SANTA FE FILM OFFICE UPDATE • FY19 73 productions (FY20 39 productions so far) • Fiscal impact over the past three years in the range of $400MM per year (30% of statewide production spending) • Supports an estimate of 3,000 jobs in the Santa Fe Region.

ADDITIONAL UPDATES • 2020 Santa Fe Visitors Guide • Downtown Bathrooms • SeeSource Data Platform

SALES UPDATE

2019 SALES ACCOMPLISHMENTS TSF Sales Team:

Community Convention Center:

129 Definite Groups 37,320 Definite Room Nights 303 Leads 110,738 Rooms Requested

285 Days of Occupancy 118 Social Events 23 Group Events 113 City Meetings

2019 IMPROVEMENTS • Meetings Website Overhaul • Creation of Meeting Planner Guide • “Uncover Your Different” Sales Campaign

UPCOMING & PLANNED EVENTS & PROMOTIONS

KIDS FREE SPRING BREAK March 1 – April 15, 2020

• Promotional landing page is LIVE, but there is still time to add your 2020 Santa Fe Kids Free Spring Break offers.

• Offer must include a FREE offer for kids. Please take the time to write fun and captivating offer titles and descriptions.

• Offers must be valid for the entire promotion period.

However, you may provide restrictions and blackout dates in the offer description.

2ND ANNUAL GRAN FONDO NY (GFNY) SANTA FE June 7, 2020

GFNY Santa Fe is back for another year and will be the premiere cycling marathon in New Mexico next June 7, 2020!

• 75-mile long course with 7,150 ft. of climbing • 60-mile medium course with 3,500 ft. of climbing • Race includes: Start-to-Finish chip timing, official Italian-made race jersey, podium awards, finisher medals, and more!

• Expo, beer garden, and more!

2ND ANNUAL SANTA FE ART WEEK July 10-19, 2020

Continue to position Santa Fe as the “Go To” Summer Arts Destination!

• Supports All of Santa Fe’s Visual Arts Businesses: • Museums, Galleries, Studios, Art Fairs, etc.

• Canyon Road Art & Wine Stroll will move from Wednesday to Thursday (7/16) evening this year.

3RD ANNUAL SANTA FE MUSIC WEEK August 28 – September 7, 2020

• Featuring local and national artists in venues across Santa Fe, including: • Santa Fe Opera • The Lensic • Santa Fe Railyard and more

SANTA FE MARGARITA TRAIL EXPANSION Added 17 New Locations in 2019!

• Featuring 45 Total locations across town • Updated Paper Passports now available

ADVERTISING UPDATES & NEW BRAND CREATIVE ROLLOUT

BRAND POSITIONING