20
Quarterly Marketing Report 2015 Q4 | October ‐ December
Quarterly Marketing Report
2015 Q4 | October ‐ December
2015 Q4
Occupancy & Room Rates
Q1 Q2 Q3 Q4 YTD
2015 54.5% 71.1% 79.6% 64.6% 67.5%
2014 53.3% 68.7% 77.5% 60.9% 65.1%
(Y/Y) 1.2% 2.4% 2.2% 3.8% 2.4%
Average Daily RateQ1 Q2 Q3 Q4 YTD
2015 $101.80 $116.99 $145.27 $125.79 $122.46
2014 $100.93 $118.28 $145.12 $118.44 $120.69
(Y/Y) 0.9% ‐1.1% 0.1% 6.2% 1.5%
Revenue Per Available RoomQ1 Q2 Q3 Q4 YTD
2015 $55.56 $83.63 $115.94 $81.26 $84.10
2014 $54.08 $81.71 $112.55 $72.74 $80.27
(Y/Y) 2.7% 2.3% 3.0% 11.7% 4.8%
Source: Rocky Mountain Lodging Report
*December Occupancy numbers not available at time of report.
Occupancy Rate
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Occupancy Rate
2015 2014
Quarterly Report 2
2015 Q4
Tourism Information Centers
Q1 Q2 Q3 Q4 YTD
2015 868 3,005 3,948 5,191 13,012
2014 1,003 1,461 1,154 1,048 4,666
(Y/Y) ‐13% 106% 242% 395% 179%
2015 1,345 3,021 6,901 8,505 19,772
2014 3,315 2,680 2,436 2,395 10,826
(Y/Y) ‐59% 13% 183% 255% 83%
2015 4,799 15,178 13,029 33,006
2014
(Y/Y) #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
2015 4,333 6,701 7,891 5,751 24,676
2014 5,426 9,898 8,537 5,562 29,423
(Y/Y) ‐20% ‐32% ‐8% 3% ‐16%
2015 7,080 14,080 13,019 8,707 42,886
2014 7,528 13,667 8,503 4,739 34,437
(Y/Y) ‐6% 3% 53% 84% 25%
2015 1,843 2,095 2,801 1,565 8,304
2014 3,239 2,831 1,891 1,869 9,830
(Y/Y) ‐43% ‐26% 48% ‐16% ‐16%
2015 15,469 33,701 49,738 42,748 141,656
2014 20,511 30,537 22,521 15,613 89,182
(Y/Y) ‐25% 10% 121% 174% 59%
TSF ‐ Convention Center
TOTAL Visitors
TSF ‐ Plaza
NMTD ‐ La Bajada
NMTD ‐ Lamy
Chamber Welcome Center
Visitor Information Centers
TSF ‐ Railyard
‐
5,000
10,000
15,000
20,000
25,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Visits by Location
TSF ‐ Convention Center
TSF ‐ Railyard
TSF ‐ Plaza
NMTD ‐ Lamy
NMTD ‐ La Bajada
Chamber Welcome Center
Quarterly Report 3
2015 Q4
Website
Quarterly Report 4
2015 Q4
Website: SantaFe.org
Q1 Q2 Q3 Q4 YTD
2015 264,121 290,688 318,721 267,186 1,140,716
2014 284,328 357,401 365,786 259,485 1,267,000
(Y/Y) ‐7% ‐19% ‐13% 3% ‐10%
2015 213,548 233,326 254,039 216,892 917,805
2014 228,680 279,464 286,449 205,176 999,769
(Y/Y) ‐7% ‐17% ‐11% 6% ‐8%
2015 2.72 2.73 2.64 1.64 2.43
2014 2.93 2.76 2.81 2.64 2.79
(Y/Y) ‐7% ‐1% ‐6% ‐38% ‐13%
2015 3:03 3:05 2:59 2:32 2:55
2014 3:08 2:53 2:49 2:51 2:55
(Y/Y) ‐3% 7% 6% ‐11% 0%
2015 19.2% 15.8% 14.1% 10.4% 14.9%
2014 17.8% 14.0% 13.0% 12.0% 14.2%
(Y/Y) 1.4% 1.8% 1.1% ‐1.5% 0.7%
Total Visits
Unique Visits
Pages Per Session
Conversion Rate
Average Time on Site
Website
‐
20,000
40,000
60,000
80,000
100,000
120,000
140,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Total Visits
2015 2014
Quarterly Report 5
2015 Q4
Website: Blog
Q1 Q2 Q3 Q4 YTD
2015 5,604 6,027 9,148 20,465 41,244
2014 4,486 6,387 6,551 6,299 23,723
(Y/Y) 25% ‐6% 40% 225% 74%
2015 2:12 3:10 2:42 2:56 2:45
2014 2:53 2:26 2:37 2:44 2:40
(Y/Y) ‐24% 30% 3% 8% 3%
2015 41.8% 33.9% 34.8% 29.3% 35.0%
2014 45.9% 37.6% 35.1% 38.1% 36.6%
(Y/Y) ‐4.1% ‐3.7% ‐0.2% ‐8.8% ‐1.6%
Blog
Page Views
Average Time on Blog
Referrals to Website
‐
2,000
4,000
6,000
8,000
10,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Blog Page views
2015 2014
Quarterly Report 6
2015 Q4
Newsletters
Quarterly Report 7
2015 Q4
Newsletters: Consumer
Email ConsumerQ1 Q2 Q3 Q4 YTD
2015 42,061 41,462 49,674 48,843 45,510
2014 42,656 42,544 42,785 42,756 42,685
(Y/Y) ‐1% ‐3% 16% 14% 7%
2015 7,421 7,087 9,161 8,591 8,065
2014 7,030 8,010 7,591 7,140 7,443
(Y/Y) 6% ‐12% 21% 20% 8%
2015 17.6% 17.1% 18.4% 17.6% 17.7%
2014 16.5% 18.8% 17.7% 16.7% 17.4%
(Y/Y) 1.2% ‐1.7% 0.7% 0.9% 0.3%
2015 16,520 16,372 25,678 25,272 20,961
2014 15,483 15,803 16,240 16,581 16,027
(Y/Y) 7% 4% 58% 52% 31%
2015 3,170 2,974 5,384 4,980 4,127
2014 3,375 3,609 3,321 3,072 3,344
(Y/Y) ‐6% ‐18% 62% 62% 23%
2015 19.2% 18.2% 21.0% 19.7% 19.7%
2014 21.8% 22.8% 20.4% 18.5% 20.9%
(Y/Y) ‐2.6% ‐4.7% 0.5% 1.2% ‐1.2%
Opened: Stay Another Day (Quarterly Average)
Open Rate: Stay Another Day (Quarterly Average)
Sent: Happenings (Quarterly Average)
Opened: Happenings (Quarterly Average)
Open Rate: Happenings (Quarterly Average)
Sent: Stay Another Day (Quarterly Average)
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Total Consumer Emails: Sent vs Opened
Sent
Opened
Quarterly Report 8
2015 Q4
Newsletters: Industry
Email IndustryQ1 Q2 Q3 Q4 YTD
2015 926 1,060 1,111 1,085 1,046
2014 882 902 907 1,044 934
(Y/Y) 5% 18% 22% 4% 12%
2015 338 344 357 354 348
2014 249 304 333 368 314
(Y/Y) 36% 13% 7% ‐4% 11%
2015 36.6% 32.4% 32.2% 32.6% 33.3%
2014 28.2% 33.7% 36.7% 35.3% 33.6%
(Y/Y) 8.3% ‐1.2% ‐4.5% ‐2.7% ‐0.3%
2015 922 1,063 1,118 1,094 1,049
2014 884 901 914 1,040 935
(Y/Y) 4% 18% 22% 5% 12%
2015 342 380 404 360 371
2014 288 305 285 351 307
(Y/Y) 18% 24% 42% 3% 21%
2015 37.1% 35.7% 36.1% 32.9% 35.4%
2014 32.6% 33.9% 31.2% 33.7% 32.9%
(Y/Y) 4.4% 1.8% 4.9% ‐0.8% 2.5%
Sent: Marketing Report (Quarterly Average)
Opened: Sales Report (Quarterly Average)
Open Rate: Sales Report (Quarterly Average)
Opened: Marketing Report (Quarterly Average)
Open Rate: Marketing Report (Quarterly Average)
Sent: Sales Report (Quarterly Average)
0
500
1,000
1,500
2,000
2,500
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Total Industry Emails: Sent vs Opened
Sent
Opened
Quarterly Report 9
2015 Q4
Public Relations
Quarterly Report 10
2015 Q4
Public Relations
Q1 Q2 Q3 Q4 YTD
2015 120 177 297
2014
(Y/Y) #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
2015 67 68 14 13 162
2014 20 13 13 16 62
(Y/Y) 235% 423% 8% ‐19% 161%
2015 26 16 37 33 112
2014 39 47 14 32 132
(Y/Y) ‐33% ‐66% 164% 3% ‐15%
2015 380 419 705 432 1,936
2014 366 382 656 403 1,807
(Y/Y) 4% 10% 7% 7% 7%
2015 $4,657,162 $6,283,711 $8,296,881 $6,635,488 $25,873,242
2014 $1,559,760 $1,241,947 $3,156,606 $4,087,864 $10,046,177
(Y/Y) 199% 406% 163% 62% 158%
TOURISM Santa Fe began separating pitches from press releases in Q3 of 2015.
Note that Y/Y figures will normalize after 1 year.
Pitches
Press Releases
Media Visits
Media Contacts
Public Relations
Earned Media
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Earned Media Value
2015 2014
Quarterly Report 11
2015 Q4
Social Media
Quarterly Report 12
2015 Q4
Social Media: Facebook
FacebookQ1 Q2 Q3 Q4 YTD
2015 36,860 37,670 38,913 45,322 45,322
2014 25,710 29,098 34,175 36,458 36,458
(Y/Y) 43% 29% 14% 24% 24.3%
2015 21,791 28,552 28,552
2014
(Y/Y) #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
2015 16,874 15,970 22,293 86,546 141,683
2014 70,571 70,544 93,374 36,932 271,421
(Y/Y) ‐76% ‐77% ‐76% 134% ‐47.8%
2015 75,155 72,529 77,843 264,060 489,587
2014 315,711 368,478 479,147 191,672 1,355,008
(Y/Y) ‐76% ‐80% ‐84% 38% ‐63.9%
2015 10,667 42,582 53249
2014
(Y/Y) #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
2015 3,165 2,151 15,149 11,448 31,913
2014 2,318 3,201 11,335 4,719 21,573
(Y/Y) 37% ‐33% 34% 143% 47.9%
*Engagement includes total number of Facebook actions: likes, shares, clicks, or comments.
**Non‐Residents are defined as Facebook users who identify their location outside of a 2‐hour radius of Santa Fe.
Page Likes
Non‐Resident Page Likes **
People Talking About This
Engagement*
Non‐Resident Engagement **
Website Referrals
0
10,000
20,000
30,000
40,000
50,000
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
Page Likes
Total Likes Non‐Resident Likes
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
Engagement
Total Engagment Non‐Resident Engagement
Quarterly Report 13
2015 Q4
Social Media: Twitter
Q1 Q2 Q3 Q4 YTD
2015 8,433 9,144 9,542 9,952 9,952
2014 6,695 7,026 7,311 7,606 7,606
(Y/Y) 26% 30% 31% 31% 30.8%
2015 2,724 5,948 4,716 3,008 16,396
2014 1,385 2,456 1,682 1,531 7,054
(Y/Y) 97% 142% 180% 96% 132.4%
2015 223,000 525,000 359,100 430,000 1,537,100
2014 122,500 231,400 136,400 112,800 603,100
(Y/Y) 82% 127% 163% 281% 154.9%
2015 99 159 136 163 557
2014 130 142 142 32 446
(Y/Y) ‐24% 12% ‐4% 409% 24.9%
*Engagement includes Retweets, Favorites, Replies, and Link Clicks.
Followers
Website Referrals
Engagement*
Impressions
‐
2,000
4,000
6,000
8,000
10,000
12,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Followers
2015
2014
‐
1,000
2,000
3,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Engagement
2015
2014
Quarterly Report 14
2015 Q4
Social Media: Instagram & Pinterest
Q1 Q2 Q3 Q4 YTD
2015 1,675 2,856 4,142 5,866 5,866
2014 10 164 524 976 976
(Y/Y) 16650% 1641% 690% 501% 501.0%
2015 ‐ ‐ ‐ ‐ ‐
2014 ‐ ‐ ‐ ‐ ‐
(Y/Y) #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Q1 Q2 Q3 Q4 YTD
2015 1,704 1,825 1,950 1,968 1,968
2014 1,123 1,308 1,500 1,585 1,585
(Y/Y) 52% 40% 30% 24% 24.2%
2015 116 116 140 109 481
2014 103 132 100 119 454
(Y/Y) 13% ‐12% 40% ‐8% 5.9%
Followers
Website Referrals
Website Referrals
Followers
‐
500
1,000
1,500
2,000
2,500
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Instagram Followers
2015
2014
‐
500
1,000
1,500
2,000
2,500
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Pinterest Followers
2015
2014
Quarterly Report 15
2015 Q4
Social Media: YouTube
Q1 Q2 Q3 Q4 YTD
2015 145 154 172 188 188
2014 96 106 128 135 135
(Y/Y) 51% 45% 34% 39% 39.3%
2015 2,819 2,685 3,276 4,499 13,279
2014 2,722 3,337 2,715 2,179 10,953
(Y/Y) 4% ‐20% 21% 106% 21.2%
2015 1 ‐ ‐ ‐ 1
2014 ‐ ‐ 1 3 4
(Y/Y) #DIV/0! #DIV/0! ‐100% ‐100% ‐75.0%
Subscribers
Views
Website Referrals
YouTube
‐
500
1,000
1,500
2,000
2,500
3,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
YouTube Views
2015
2014
‐
50
100
150
200
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
YouTube Subscribers
2015
2014
Quarterly Report 16
2015 Q4
Trip Advisor DMO Page
Trip AdvisorQ1 Q2 Q3 Q4 YTD
Pageviews
2015 57,215 50,932 40,608 27,268 176,023
2014 57,119 60,051 67,702 48,042 232,914
Y/Y 0% ‐15% ‐40% ‐43% ‐24.4%
Interaction Rate
2015 8.6% 8.2% 8.2% 6.1% 7.8%
2014 12.1% 7.2% 4.7% 5.8% 7.4%
Y/Y ‐3.5% 1.0% 3.6% 0.3% 0.3%
Website Referrals
2015 2,115 2,705 2,246 1,295 8,361
2014 3,713 2,811 2,111 1,386 10,021
Y/Y ‐43% ‐4% 6% ‐7% ‐16.6%
‐
5,000
10,000
15,000
20,000
25,000
30,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
TripAdvisor Page views
2015
2014
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
TripAdvisor Interaction Rate
2015
2014
Quarterly Report 17
2015 Q4
Paid Social
Quarterly Report 18
2015 Q4
Paid Social
Q1 Q2 Q3 Q4 YTD
2015 12,763 12,763
2014 ‐ ‐ ‐ ‐ ‐
Y/Y #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
2015 0.63% 0.06% 0.35%
2014 #DIV/0!
Y/Y #VALUE! #VALUE! #VALUE! #VALUE! #DIV/0!
Q1 Q2 Q3 Q4 YTD
2015 483 483
2014 ‐ ‐ ‐ ‐ ‐
Y/Y #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
2015
2014 #DIV/0!
Y/Y #VALUE! #VALUE! #VALUE! #VALUE! #DIV/0!
Q1 Q2 Q3 Q4 YTD
2015
2014 ‐ ‐ ‐ ‐ ‐
Y/Y #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
2015
2014 #DIV/0!
Y/Y #VALUE! #VALUE! #VALUE! #VALUE! #DIV/0!
Paid social media began in Q3 2015. As a new metric, we do not yet have Y/Y data.
Paid: LinkedIn
Link Clicks
Conversion Rate (Quarterly Average)
Link Clicks
Conversion Rate (Quarterly Average)
Paid: Pinterest
Link Clicks
Paid: Facebook
Conversion Rate (Quarterly Average)
Quarterly Report 19
2015 Q4
Q1 Q2 Q3 Q4 YTD
2015
2014 ‐ ‐ ‐ ‐ ‐
Y/Y #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
2015
2014 #DIV/0!
Y/Y #VALUE! #VALUE! #VALUE! #VALUE! #DIV/0!
Notes
Paid: Twitter
Link Clicks
Conversion Rate (Quarterly Average)
Paid Digital Display, Video, and Rich Media data will be included in 2015 Q4 report due to roll‐out challenges related to click tags and tracking.
Quarterly Report 20
