JULY 2024 MARKETING REPORT

We have just learned that Travel + Leisure readers selected Santa Fe as the #2 U.S. destination on the 2024 World’s Best Awards’ list of the, “15 Best Cities in the U.S.” for the second consecutive year! The fact that T+L readers continue to rank Santa Fe as the top western U.S. destination is a tribute to what a special place Santa Fe is and the high level of hospitality we provide visitors. It is also great to see that Taos made the list this year as the 11th best, making New Mexico one of only two states with two of the top 15 cities in the entire country.

As mentioned last month, we will open the application process for marketing grants recommended by the Occupancy Tax Advisory Board (OTAB). In the new FY25 budget, we have increased the total dollar amount available to $150,000, as well as the maximum amount for a single grant in year one to $40,000. These grants are available to any non-profit to support a new event or expand an existing event that attracts visitors and brings significant room nights into the city. OTAB may also consider grants for events that may not necessarily create visitation as much as significant public relations and regional or national exposure for Santa Fe. A good example of this is the annual Burning of Zozobra that occurs over a traditionally sold-out weekend but generates a lot of media exposure.

The application period runs from July 11 to September 30, 2024 with any required presentations in October and final grant recommendations by the end of that month. Now is the time to put together your application for funding!

Our summer is now fully underway and there are lots of visitors coming to enjoy all that Santa Fe has to offer. Last week I did a radio interview with Richard Eeds, and it was amazing to chat about all of the incredible experiences available in Santa Fe over the next few months. All the indicators are saying that we will have more demand than ever—advance ticket sales for the opera are up, hotel bookings are holding pace with last year, vendor registration for Spanish Market and Indian Market have maxed out, and the ticket sales for Wine & Chile, in the first week after the July 5 launch, have set new records.

It's an exciting and very busy time of year for Santa Fe, so let’s all take care of our beautiful city and one another!

Randy Randall

Executive Director

TOURISM Santa Fe

(505) 955-6209

[email protected]

[JUST ANNOUNCED] Santa Fe Ranked #2 City in the U.S.
[APPLY NOW] Occupancy Tax Advisory Board Grants for Events
[SHOW YOUR SUPPORT] Vote for Santa Fe Wine & Chile Fiesta in USA Today 10Best Awards
[JOIN THE CELEBRATION] 2024 Santa Fe Art Week

[JUST ANNOUNCED] Santa Fe Ranked #2 City in the U.S.

Travel + Leisure’s 2024 World’s Best Awards were just announced and T+L readers selected Santa Fe as the #2 Best City in the United States!

In addition, T+L published a 5 Best Hotels in Santa Fe list, where the hotels highlight the city’s southwestern charm. Hotels included are:

Inn of the Five Graces
Rosewood Inn of the Anasazi
Four Seasons Resort Rancho Encantado
Inn and Spa at Loretto
La Posada de Santa Fe, A Tribute Portfolio Resort & Spa

For a third year, Santa Fe resort Bishop’s Lodge, Auberge Resorts Collection, appeared on the “15 Favorite Resorts in the West” list, this year ranking in the #4 placement. In addition to the win for Bishop’s Lodge, Ten Thousand Waves Japanese Spa Resort took the #14 spot in the “15 Favorite Destination Spas” category.

Click here to read the full press release. Congratulations to all the winners. Thank you for all your support and votes!

Read More

[APPLY NOW] Occupancy Tax Advisory Board Grants for Events

To assist our established, new, or expanding non-profit events, the Occupancy Tax Advisory Board (OTAB) will begin accepting grant applications for marketing funding for events in FY25/26.

The purpose of the OTAB funding program is to support marketing efforts to directly increase tourism through new, multi-year events or the expansion of existing multi-year events.

The application period runs from July 11 to September 30, 2024 with any required presentations in October and final grant recommendations by the end of that month. Applicants can request up to $40,000 in year one and the dollars must be used to market the event to an audience more than 100-miles from the city.

Click here to learn more about the program, event, and applicant criteria.

Learn More & Apply Today

[SHOW YOUR SUPPORT] Vote for Santa Fe Wine & Chile Fiesta in USA Today 10Best Awards

Santa Fe Wine & Chile Fiesta is nominated in the Best Wine Festival category in the USA Today 10Best Readers’ Choice Awards. Vote once per day, now through Monday, July 22. Thanks for your support and votes!

Vote Today!

[JOIN THE CELEBRATION] 2024 Santa Fe Art Week

Join us for Santa Fe Art Week! The 20th annual International Folk Art Market kicked off the week with a community gathering and artist welcome and runs through July 14. Don't miss the Art Santa Fe opening on July 12 at the Santa Fe Community Convention Center. While there, make sure to see the once-in-a-hundred-years exhibition of more than 30 fine art finished Zozobras on display and up for auction. Enjoy dozens of other art experiences and events, opening and shows, art talks, and workshops through Sunday, July 21.

View Schedule of Events

UPCOMING EVENTS

Community Convention Center (no hotels) August 1, 2024 - January 31, 2025

UPCOMING MEETINGS

Hotels (including SFCCC) August 1, 2024 - January 31, 2025

SANTAFE.ORG PERFORMANCE METRICS

June 2024 Performance Metrics

Total Sessions: 239,883 (22.93% increase Y/Y)
New Users: 185,726 (25.3% increase Y/Y)
Average Engagement Time: 1:07 (38.89% decrease Y/Y)
Average Pages Per Session: 2.4 (13.94% increase Y/Y
Session Conversion Rate: 10.77% (38.7% decrease Y/Y)

CONSUMER NEWSLETTER PERFORMANCE METRICS

SANTA FE MARKETPLACE:

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.

Find Jewelry You Love

Send Date: 6/20/24

Subscribers: 21,108

Number Opened: 8,419

Open Rate: 39.9%

CTR: 3.6%

SANTA FE SCOOP:

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!

July Scoop on Art Markets & Opera

Send Date: 6/26/24

Subscribers: 90,480

Number Opened: 20,404

Open Rate: 22.6%

CTR: 2.0%

SOCIAL MEDIA PERFORMANCE METRICS

June 2024 Performance Metrics

Instagram and Pinterest engagement saw small increases. X/Twitter officially removed the analytics dashboard for anyone not paying for a premium membership, so those numbers are no longer available. YouTube and Facebook had a decrease in engagement, which could be due to posting more short-form video content that is not resonating with the audience on those platforms. TikTok continues to see steady growth in followers and engagement with consistent content.

Don't forget to add #TheCityDifferent to your postsǃ

FACEBOOK

Total Page Followers: 96,659 (0.09% increase M/M)
Engagement: 4,327 (31.07% decrease M/M)

“No words can describe a Santa Fe sunset. So we'll leave you with this.

#TheCityDifferent | SantaFe.org

📸 @doriellecaimi"

Top Performing Post:

Interactions: 602
Reach: 8,595

INSTAGRAM

Followers: 61,594 (0.58% increase M/M)
Engagement: 20,657 (14.79 % increase M/M)

Top Performing Post

Interactions: 7,308
Reach: 32,246

“No words can describe a Santa Fe sunset.
So we'll leave you with this.
#TheCityDifferent | SantaFe.org
📸: @doriellecaimi”

PINTEREST

Followers: 3,249 (0.28% increase M/M)
Impressions: 12,165 (1.29% decrease M/M)

TIKTOK

Followers: 33 (94.12 % increase M/M)
Engagement: 4,245 (237.71% increase M/M)

X/TWITTER

Followers: 15,747 (-0.03% decrease M/M)

Top Performing Post:

Impressions: 486
Comments: 0
Retweets: 3

“The @santafeopera season opens June 28th. Don't miss a spectacular performance set against the stunning backdrop of the Tesuque Valley and the Jemez Mountains. See the upcoming shows and grab tickets here."

YOUTUBE

Subscribers: 1,010 (0.50% increase M/M)
Views: 200,501 (-6.52% decrease M/M)

TOURISM SANTA FE BLOG

June 2024 Performance Metrics

Total Blog Views: 34,505 (13.9% decrease M/M)
Average Time on Blog: 1:45 (0.9% decrease M/M)

June 2024 Blog Posts

Santa Fe Has All the Charm of an International Destination

Published: June 10, 2024

Top 5 Viewed Blog Posts in June

June Events in The City Different

Updated: May 3, 2024

July is Festival Season in The City Different

Updated: May 22, 2024

25 Things to Do in Santa Fe

Updated June 8, 2023

Take a Tour of Santa Fe’s Historic Sites

Updated April 14, 2022

Outdoor Dining In Santa Fe: 15 Marvelous Patio Restaurants

Updated: April 29, 2024

PUBLIC RELATIONS PERFORMANCE METRICS

In June 2024, the public relations team's efforts were focused on outreach to position Santa Fe as a must-see art and culture destination. The team focused on coordinating details for upcoming press visits including, journalist Kate Nelson and Chadd Scott for Indian Market, Erin Lukas from The Zoe Report for a luxury travel angle, Matador Network for a multi-media piece on The 100th Burning of Zozobra, and an editor from Men’s Health for their upcoming Travel Awards. The team also began inviting media to attend and cover Santa Fe Wine & Chile Fiesta in September, along with researching journalists for a fall season family-focused trip. We continued to work on promoting The 100th Burning of Zozobra to large national publications and broadcast outlets like The New York Times, CNN Travel, CBS, Good Morning America, Bloomberg, and more.

June 2024

Pitches: 280 (Increase 83% Y/Y)
Media Visits: 0 (Decreased 100% Y/Y)
Earned Media: $4,334,563 (Increase 96% Y/Y)
Total Impressions: 613,986,494 (Increase 96% Y/Y)

Year to Date 2024

Pitches: 738 (Increase 6% Y/Y)
Media Visits: 15 (Decreased 37% Y/Y)
Earned Media: $11,338,609 (Increased 230% Y/Y)
Total Impressions: 1,661,710,304 (Increased 230% Y/Y)

SANTA FE IN THE NEWS

Websites:

Resulting from a media visit in February 2023, Shauna Farnell included Santa Fe in a PureWow digital story titled, “10 Places to Travel as a Single Woman: US Edition.”

Shauna Farnell’s article for PureWow, “10 Places to Travel as a Single Woman: US Edition,” was syndicated to Yahoo Life.

Resulting from a media visit in February 2024, Perri Blumberg included Santa Fe and Sky Railway in a Trip Advisor digital story titled, “4 train rides with absolutely epic stargazing.”

Resulting from a media visit in April 2024, Santa Fe was highlighted in Food & Wine’s, “Follow New Mexico's State Cookie From Santa Fe to Albuquerque,” digital story.

Resulting from hosting Samantha Brown Media’s “Places to Love” production, Santa Fe was included in Parade’s digital story titled, “Best Travel US Destinations According to Samantha Brown.”

Resulting from media assistance, Santa Fe was included in the Washington Post’s digital story, “10 destinations that hit their absolute peak in summer.”

Resulting from pitching and an ongoing media relationship with freelance writer, Matt Kirouac, Santa Fe was mentioned in Thrillist’s digital story “Best Mountain Towns in America.”

Resulting from pitching, Santa Fe was named one of the “Best Girls Weekend Getaways Around the World” by Travel + Leisure.

Print:

Resulting from a press trip in April 2024, Santa Fe and the Four Seasons Rancho Encantado were highlighted in the June issue of Country Magazine’s First-Class column.

Resulting from media assistance, Santa Fe was included in the Summer 2024 print issue of Southwest Meetings & Events Magazine’s story, “A Four Seasons Playground.”

VISITING MEDIA IN JUNE

No visiting media in June.

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.