July 2023 MARKETING REPORT |
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We just received the results of Travel + Leisure Magazine’s annual reader survey, the source of information for the World’s Best Awards. Comparing the experience of Santa Fe to cities of all sizes, Santa Fe was voted 2nd best city destination in the entire country and the 21st best city destination in the world. We made the top 25 in the world in 2019 and now we are back—something we should be incredibly proud of. Congratulations to us all for this amazing honor!
Summer is now in full swing: The Plaza is decorated with wonderful flower baskets, the summer music and movie series is just marvelous, the Opera is open with its amazing season, IFAM was successfully executed in the Railyard, Santa Fe Art Week is offering dozens of experiences thanks to our galleries, museums, and arts organizations, including the group that runs Art Santa Fe. And so many more exciting events are coming up. What a great time it is for residents and visitors to enjoy Santa Fe!
While you all know this, we must never forget that the focal point of visitation to Santa Fe is our historic Plaza. With so many visitors walking in the area, it is a constant job to keep it looking the way we want it to. In 2022, the city enjoyed 3.5 million visitors from all over the world. If even a small percentage of those folks dropped a single piece of trash as they strolled through our Plaza, think of the mounds of litter that would equate to. We need everyone helping to minimize litter and to pick up a few pieces when you see it to assist our great city team in keeping us looking first rate. And if you have a business in the historic area, please empty outside trash containers before they overflow, pick up and clean your sidewalk, and do not put out loose trash that could potentially blow around and add to the challenge.
Last month I warned that increases in visitation were slowing down. This has proven to be the case, although we are holding at the record levels set in the summer of 2022. With international travel opening up, this is a very positive trend, but one that we cannot take for granted. Everyone, please pitch in to keep Santa Fe Beautiful! Randy Randall Executive Director TOURISM Santa Fe
(505) 955-6209 rrandall@santafenm.gov |
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- [JUST ANNOUNCED] Santa Fe Ranked #2 City in the US
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[EFFECTIVE JULY 1] New Gross Receipts Tax Rate
- [NEW MEXICO TRUE & TOURISM EXCHANGE] Announcing a New Program to Support Local Businesses
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[JOIN THE CELEBRATION] 5th Annual Santa Fe Art Week
- [COMING SOON] Santa Fe Margarita Trail Logo Refresh & New App
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[JUST ANNOUNCED] Santa Fe Ranked #2 City in the US |
Travel + Leisure’s World’s Best Awards for 2023 were just announced and T+L readers selected Santa Fe the #2 Best City in the United States and the #21 Best City in the World! In addition, T+L published a 5 Best Hotels in Santa Fe list, where the hotels highlight the city’s quirky essence and Southwestern charm. Hotels included are: - The Inn of the Five Graces
- La Fonda on the Plaza
- Four Seasons Resort Rancho Encantado Santa Fe
- Rosewood Inn of the Anasazi
- Inn on the Alameda
And finally, on the Best Resorts in the West list, Bishop’s Lodge, Auberge Resorts Collection was ranked #8 and on the Best Domestic Destination Spas list, Ten Thousand Waves was ranked #12.
Congratulations to all the winners. Thanks to all who voted! |
[EFFECTIVE JULY 1] New Gross Receipts Tax Rate |
Gross receipts tax rates changed statewide on July 1. The new rate is 0.125% LOWER than the current rate. For the City of Santa Fe, this means the new rate is 8.1875% and for Santa Fe County, the new rate is 6.875%. Click here for the full tax table. |
[NEW MEXICO TRUE & TOURISM EXCHANGE] Announcing a New Program to Support Local Businesses |
New Mexico True has announced a new program in partnership with BrandUSA and Tourism Exchange USA that is designed to help local businesses grow their online bookings and international visitation to the United States.
Tourism Exchange USA is a digital platform that provides an open marketplace connecting the real-time inventory of tourism product providers (accommodations, tours, attractions, events, experiences, and retailers) with global and local distributors (tour operators, OTAs, Google, DMOs, etc.).
The goal of this program is to help businesses of all sizes increase their product distribution and online visibility, including helping offline businesses with making inventory bookable online for the first time.
Please join Tourism Exchange USA on Tuesday, August 15 from 10:00 – 11:00 am MST for an industry webinar where you can learn more about the program and its benefits for your business and our community.
To learn more about Tourism Exchange USA, visit www.tourismexchangeusa.com. |
[JOIN THE CELEBRATION] 5th Annual Santa Fe Art Week |
Santa Fe Art Week is happening now through July 16. Enjoy myriad of art experiences and events, openings and shows, art talks, and workshops at some of Santa Fe's most popular galleries.
In addition to the more than 60 unique events planned, each of Santa Fe’s art gallery districts will host their own neighborhood gallery stroll. If you missed the Downtown gallery stroll on Tuesday, be sure to check out the other neighborhoods’ unique art offerings.
Railyard and Baca Street Art Districts Wednesday, July 12, 5-7 pm
Visit the numerous art galleries in both the Railyard Arts District and the Baca Street area. Canyon Road Art Stroll Thursday, July 13, 5-7 pm
Enjoy Canyon Road’s return to summer art crawl days (live music and refreshments available at select galleries).
For a complete schedule of events, visit santafe.org/artweek. |
[COMING SOON] Santa Fe Margarita Trail Logo Refresh & New App |
Santa Fe is the place to journey deeper into the things you love, like the Santa Fe Margarita Trail, an experience you cannot get anywhere else! The TSF team is currently working with our partners at Vladimir Jones to refresh the Margarita Trail logo and develop a new promotional video.
In addition, we are working with Visit Widget to launch the new and improved Santa Fe Margarita Trail Passport app. Be on the lookout for more information coming soon! If you have any questions about the launch, please contact Ryan Dodge at rhdodge@santafenm.gov.
Margarita Trail Stats: - 17,895 Margarita Trail Apps have been downloaded onto Apple or Android devices.
- 16,950 paper Passports have been purchased at our Visitor Centers and by partners.
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6,825 people have earned an official T-Shirt by collecting five stamps on the Trail.
- More than 450 members of the Margarita Society have earned 10 or 15 stamps.
- 340 margarita lovers have earned a free autographed copy of The Great Margarita Book by Al Lucero by earning 20 stamps.
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221 people have completed more than 30 stops on the Trail, which earned them a custom Margarita Trail Bartender Kit.
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Community Convention Center (no hotels) August 1 - October 31, 2023 |
Hotels (including SFCCC) August 1 - October 31, 2023 |
SANTAFE.ORG PERFORMANCE METRICS |
June 2023 Performance Metrics
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VISITS: - Total Sessions: 195,132 (40.6% increase Y/Y)
- New Users: 148,223 (46.8% increase Y/Y)
- Pages per Session: 2.08 (50.6% decrease Y/Y)
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Average Time on Site: 1:59 (35.7% decrease Y/Y)
- Conversion Rate 17.57% (3.7% decrease Y/Y)
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VISITOR AGE: - 8.3% 18-24
- 12.5% 25-34
- 18.5% 35-44
- 19.8% 45-54
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22.4% 55-64
- 18.6% 65+
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CONSUMER NEWSLETTER PERFORMANCE METRICS |
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The monthly Santa Fe Marketplace newsletter is distributed the third Wednesday of each month to our consumer database, and highlights seasonal Santa Fe vendor’s products and categories promoted and sold through the Santa Fe Marketplace.
Dive into Turquoise - Send Date: 6/21/23
- Subscribers: 19,750
- Number Opened: 8,046
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Open Rate: 40.7%
- CTR: 4.9%
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Santa Fe Scoop, our monthly consumer awareness newsletter distributed the fourth Wednesday of each month, informs and inspires potential visitors with current happenings, must-see events, national/international accolades, blogs, deals & specials, and more!
Get the Scoop on July in Santa Fe - Send Date: 6/28/23
- Subscribers: 59,828
- Number Opened: 19,197
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Open Rate: 32.1%
- CTR: 2.4
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SOCIAL MEDIA PERFORMANCE METRICS |
June 2023 Performance Metrics
In June all social channels, with the exception of Twitter, experienced slight increases in followers M/M. UGC on Facebook contributed to a significant increase in engagement over last month, with the top-ranking post on Facebook reaching over 51,000 users. |
Don't forget to add #TheCityDifferent to your postsǃ |
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- Total Page Followers: 93,295 (0.45% increase M/M)
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Engagement: 7,268 (200% increase M/M)
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| Top Ranking Post: -
Likes: 2,922
- Comments: 62
- Reach: 51,675
Always look up. 📷 by: The Ministry of Architecture #TheCityDifferent | santafe.org |
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- Followers: 15,935 (0.28% decrease M/M)
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Monthly Impressions: 805 (20.4% decrease M/M)
- Engagement: 15 (25% decrease M/M)
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- Followers: 56,235 (0.23% increase M/M)
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Engagement: 2,646 (35.9% decrease M/M)
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| Top Performing Post: Always look up. 📷 by: The Ministry of Architecture #TheCityDifferent | santafe.org |
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- Impressions: 36,611 (21.2% decrease M/M)
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- Subscribers: 923 (0.2% increase M/M)
- Views: 150,644 (28.8% decrease M/M)
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June 2023 Performance Metrics - Total Blog Views: 39,440 (0.8% increase M/M)
- Average Time on Blog: 1:53 (05.19% decrease M/M)
June 2023 Blog Posts NEW SOLO TRAVEL IN SANTA FE Posted June 16, 2023 Views: 64 UPDATED A TWO-WHEEL ADVENTURE AWAITS: BIKING IN SANTA FE Updated June 7, 2023 Views: 233 A GUIDE TO CONTEMPORARY HISPANIC MARKET IN SANTA FE
Updated June 7, 2023 Views: 142
JULY IS FESTIVAL SEASON IN THE CITY DIFFERENT Updated June 7, 2023 Views: 1,666 7 OUTDOOR ADVENTURES FOR THE WHOLE FAMILY Updated June 7, 2023 Views: 1,291 THE SANTA FE FARMERS' MARKET AND MORE AT THE RAILYARD Updated June 8, 2023 Views: 698
SANTA FE HAPPY HOURS Updated June 8, 2023 Views: 558 25 THINGS TO DO IN SANTA FE Updated June 8, 2023 Views: 5,661 HIKING TRAILS YOU CAN ACCESS FROM SANTA FE Updated June 8, 2023 Views: 3,242 OUTDOOR DINING IN SANTA FE: 8 TOP PATIO RESTAURANTS Updated June 15, 2023 Views: 1,837
Top 5 Viewed Blog Posts in June 25 THINGS TO DO IN SANTA FE Updated June 8, 2023 Views: 5,661
11 SURPRISING FACTS ABOUT SANTA FE, NM Updated September 2, 2022 Views: 3,493 HIKING TRAILS YOU CAN ACCESS FROM SANTA FE Updated June 8, 2023 Views: 3,242 JUNE EVENTS IN THE CITY DIFFERENT Updated May 17, 2023 Views: 2,631
TAKE A TOUR OF SANTA FE'S HISTORIC SITES Updated April 14, 2022 Views: 2,599 |
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MEDIA PLACEMENTS - ADVERTISING |
June 2023 Performance Metrics |
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Total Spend: $215,312.23 (46.6% increase Y/Y)
- Total Impressions: 10,260,674 (10.5% increase Y/Y)
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Traditional Media -
Impressions: 1,885,828 (34.9% increase Y/Y)
- Spend: $100,648.20 (12.1% increase Y/Y)
Traditional Media Buys
Print Interactive/Digital |
Trade Desk - Impressions: 1,572,119 (62.2% decrease Y/Y)
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Spend: $15,098.56 (116% increase Y/Y)
Google – Display & Discovery - Impressions: 1,057,820 (42% increase Y/Y)
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Spend: $4,725.69 (14.8% increase Y/Y)
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Facebook -
Impressions: 2,458,687 (150.8% increase Y/Y)
- Spend: $26,240.04 (38.6% increase Y/Y)
Pinterest - Impressions: 654,406 (10.3% decrease Y/Y)
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Spend: $8,371.61 (2.2% increase Y/Y)
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YouTube - Impressions: 1,579.035 (283.7% increase Y/Y)
- Spend: $18,008.48 (441.3% increase Y/Y)
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Google - Performance Max
(New media tactic. No Y/Y data available.) - Impressions: 492,667
- Spend: $7,271.31
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Google & Bing - Impressions: 546,856 (109.1% increase Y/Y)
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Spend: $31,184.15 (146.6% increase Y/Y)
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Google -
Impressions: 13,256 (309.9% increase Y/Y)
- Spend: $3,764.20 (789.9% increase Y/Y)
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In June, much of the earned media coverage for the destination was a result of strategic pitching efforts on seasonal themes that the team worked on earlier this spring. We are currently focused on outreach to position Santa Fe as a must-see autumn destination, as well as highlighting upcoming events. Several press trips are currently in discussion, including finalizing visits for the Burning of Zozobra and Santa Fe Wine & Chile Fiesta. |
PUBLIC RELATIONS PERFORMANCE METRICS |
June 2023 - Pitches: 30 (decrease 84% Y/Y)
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Media Visits: 2 (increase 100% Y/Y)
- Earned Media: $152,498.16 (increase 127% Y/Y)
- Total Impressions:19,109,033 (increase 130% Y/Y)
- HARO submissions: 4
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Year to Date 2023 - Pitches: 690 (increase 2% Y/Y)
- Media Visits: 24 (increase 23% Y/Y)
- Earned Media: $3,429,316 (increase 11% Y/Y)
- Total Impressions: 493,232,071 (increase 13% Y/Y)
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HARO submissions: 15
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- Buzzy Gordon, Israel based freelance writer, on assignment for Ynetnews.com and Everett Potter’s Travel Report
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Gabi Frankemolle, German food blogger and journalist, researching for a Route 66 cookbook
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NEWS TO USE - PRESS RELEASES |
Check in with the Current Releases section of santafe.org for press releases that you can use, redistribute or reference. |
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