2026_09 OTAB Marketing Report _September 2026_FINAL

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OTAB Marketing Report Page 1
OTAB Marketing Report
Reporting for September 29, 2026
EXECUTIVE SUMMARY
Key marketing highlights for August & September
1) [RESERVE YOUR SPACE] Advertise in the 2027 Santa Fe Visitors Guide and Menu Magazine
.
Advertise in these vital, high-visibility publications. There’s an opportunity for every business or organization in Santa Fe!
2027 Visitors Guide publishes January 2027; On stands through January 2028
See the 2027 Media Kit for business ad rates
• Glossy, full color, 156-page print publication
• A range of advertising options:
o ($950) Spotlight Listing in Editorial
o ($3,000) ⅓ Page in Editorial NEW!
o ($2,250) ¼ Page
o ($7,000/$12,000) Advertorial
o ($11,000) Double-Page spread
• With any full-page or double-page ad, you receive a FREE year-long Featured Business Listing on Santafe.org (a $1200
value). 175K distribution in key regional markets and locations, and by request
• 95% of respondents to a spring 2025 survey expressed high praise for the Santa Fe Visitors Guide’s usefulness. It is seen as
a trusted, motivating, and enriching tool to experience Santa Fe fully.
• Print readership totals more than 500K annually
• Digital readership is more than 24K to date
Reserve space in the 2027 Santa Fe Visitors Guide by Friday, October 9, 2026.

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2027-28 Menu Magazine publishes May 2027; On stands thru May 2028
See the 2027 Media Kit for menu features and business ad rates
• Glossy, full color, 88-page print publication
• A range of advertising options:
o ($50) Restaurant Highlight
o ($350) Catering/Event Spaces/Breweries/Tasting Rooms/Distilleries Spotlight NEW Categories!
o ($1,500) Full-Page business ad
o ($500/$900) single- or double-page menu feature
• 60K distribution in key Santa Fe areas and locations, and by request
• Print readership totals more than 200,000 annually
• Digital readership is 4,500 to date
Reserve space in the Menu Magazine by Monday, February 27, 2027.
2) [TICKETS ON SALE] Balloon Fiesta Shuttle From Santa Fe Hotels
Don’t make that early drive or deal with the hassle of parking at this year’s Balloon Fiesta.
If you or your guests are looking for convenient roundtrip transportation to the 2026 Albuquerque International Balloon Fiesta, book
tickets now for the Santa Fe Balloon Fiesta Shuttle. The Shuttle will run every day, October 3-11, for the early morning sessions
and there will also be two afternoon shuttle departures for the evening Glowdeo events on October 8 and 9.
The Shuttle will depart from three hotel locations around Santa Fe — Eldorado Hotel, La Fonda on the Plaza, and The Courtyard
Marriot.
The shuttle service will drop passengers off right in front of the Public Transit Area at the SE corner of Balloon Fiesta Park, just steps
from the event entrance gates and will pick up at the same place several hours later.
Shuttle Tickets are $55 (+$3.75 processing fee) per person. For schedule information and to reserve seats, visit
www.santafe.org/balloonfiestashuttle. Space is limited and tickets are on a first- come, first-serve basis.
Download the flyer to print and distribute to your guests or display at your business.

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3) [LAST CALL FOR DISTRIBUTION] Share Our Visitors Survey
TOURISM Santa Fe is conducting a Visitor Survey and have extended the deadline to September 30. We need your help to gather
valuable feedback from recent visitors.
The insights collected through this survey will help us better understand who is visiting Santa Fe, what inspires their trips, and how we
can continue enhancing the visitor experience.
The Partner Toolkit includes everything you need to help promote the survey throughout the short campaign, including:
• Campaign timeline and recommended promotion schedule
• QR Code & Survey link
• Ready-to-use social media copy
• Email and newsletter copy
• Branded graphics
• Best practices for sharing the survey
Access the TSF Visitor Survey Partner Toolkit HERE to download graphics and view ready-to-use copy.
Please share the survey and promote it using the materials we have provided. Whether you share it through social media, newsletters,
post-stay emails, your website, or other visitor communications, every response helps us build a more complete picture of Santa Fe's
visitors. If you're able to segment your lists to include only out-of-town guests, that is encouraged.
As a thank you for participating, visitors who complete the brief survey will be entered into a drawing to win a 3-night stay in Santa Fe.
We appreciate your partnership and support in making this survey a success. If you have any questions or need additional materials,
please reach out to Isabella Regis at iaregis@santafenm.gov.

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4) [SANTA FE IN THE SPOTLIGHT] Santa Fe’s Culinary Scene Celebrated
Santa Fe’s culinary scene continues to earn national recognition, with local establishment receiving notable accolades from
leading publications and the MICHELIN Guide.
Santa Fe was honored to be included in the MICHELIN Guide’s first-ever Southwest restaurant selections. Congratulations to all who
were recognized!
Bib Gourmand Award
A designation given to select restaurants that offer good quality food for a good value—often known as personal favorites among the
inspectors when dining on their own time.
• Jambo Café
• La Choza
• Paper Dosa
• Tia Sophia’s
Recommended Restaurants
Recommended restaurants highlighted by the MICHELIN Guide inspectors.
• Arroyo Vino
• Izanami
• Joseph’s Culinary Pub
• Market Steer
• Paloma
• Restaurant Martin
Leo’s was recognized in the Bon Appétit Best New Restaurants 2026 list.
https://www.bonappetit.com/story/best-new-restaurants-2026
Santa Fe Farmers Market named one of the best Farmers’ Markets in America by TimeOut.
https://www.timeout.com/usa/things-to-do/best-farmers-markets-usa

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5) [PR UPDATES & RECENT MEDIA COVERAGE]
Websites:
In PaperCity, Santa Fe is featured in, "Tap Into a Spirit of Adventure at Bishop's Lodge, Auberge Collection, Your Basecamp in Santa
Fe," resulting from a press trip in July 2026.
In Forbes, Santa Fe is featured in, "Discover America's Eclectic Antique Shops During Your Next Road Trip," resulting from pitching
efforts.
Santa Fe is featured by Forbes in, "Beyond New England: 8 Stunning Destinations For Spectacular Fall Foliage," resulting from
pitching efforts.
In AFAR, Santa Fe is featured in, "10 Best Places to Travel in October," resulting from pitching efforts.
In ELLE, Santa Fe hotel El Rey Court is featured in, "The Best Hotels That Aren't Super Expensive," resulting from pitching efforts.
The Arizona Republic featured Santa Fe in the article, "Santa Fe Is an Easy Weekend Escape From Phoenix. Here's Your Guide,"
resulting from a press trip in August 2026.
In TimeOut, the Santa Fe Farmer’s Market is honored as one of "The Best Farmers' Markets in America," resulting from pitching
efforts.
On Yahoo Creators, Santa Fe is featured in, "This Santa Fe Hotel Offers a Free Art Tour, and It's One of the City's Iconic
Experiences," resulting from a press visit in September 2025.
In the Nob Hill Gazette, Santa Fe is featured in the article titled, "Explore Santa Fe Through the Eyes of Georgia O'Keeffe," resulting
from a media visit in June 2025.
Santa Fe is included in the article, "It's Road Trip Season! 7 Scenic Drives Worth the Detour," by Brit + Co, resulting from pitching
efforts.
In Global Traveler, the Santa Fe Margarita Trail is featured in, "Agave Road: The Santa Fe Margarita Trail Makes Every Day Feel Like
Cinco de Mayo," resulting from a press visit in April 2026.

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HIGHLIGHTS
Santa Fe Margarita Trail
The TSF team continues to fulfill passport orders; manage prize inventory; promote the Trail on social media and through PR efforts;
and maintain communication with Margarita Trail participants.
Cumulative Totals
August 2026
• 26,763 Margarita Trail Apps have been downloaded onto Apple or Android devices
• 29,817 Paper Passports have been purchased at our Visitor Centers and by partners
• 11,954 people have earned an official T-Shirt by collecting five stamps on the Trail
• 914 members of the Margarita Society have earned 10 or 15 stamps
• 532 margarita lovers have earned a free copy of The Margarita Book by earning 20 stamps
• 347 people have completed more than 30 stops on the Trail, which earned them a custom Margarita Trail Bartender Kit
Public Relations
• 421 Journalist have experienced the Trail
• $11,924,033 amount of earned media
Social Media
• 664 Total Social Media Posts
Santa Fe Retail Marketplace
The TSF team continues to work with the Shop Where I Live team to maximize efficiencies and develop additional promotional
campaigns to support the Santa Fe Marketplace.
Cumulative Totals
August 2026
• Total Sales: $76,721
• Businesses: 125
• Items Sold: 1,112
• Total Orders: 724
• Published Products: 1,794
MONTHLY METRICS
WEBSITE & NEWSLETTERS
WEBSITE METRICS
August 2026
Total Visits:
Organic: 96,448 (24.83% increase Y/Y)
Paid: 90,672 (41.91% decrease Y/Y)
New Visits:
Organic: 76,177 (40.94% increase Y/Y)
Paid: 75,238 (45.84% decrease Y/Y)
Avg. Engagement Time:
Organic: 0:48 (37.76% decrease Y/Y)
Paid: 0:43 (33.17% increase Y/Y)
Avg. Pages per Session
Organic: 1.8 (24.78% decrease Y/Y)

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Paid: 1.8 (11.97% increase Y/Y)
Avg. Engagement Rate
Organic: 57.35% (16.69% decrease Y/Y)
Paid: 47.60% (45.45% increase Y/Y)
Newsletters – Consumer
SANTA FE SCOOP
Santa Fe Scoop, our monthly consumer awareness newsletter distributed at the end of each month, informs and inspires potential
visitors with current happenings, must-see events, national/international accolades, blogs, deals & specials, and more!
!"#$September in Santa Fe is Zozobra, Wine & Chile, and More!
• Send Date: 8/19/26
• Subscribers: 99,053
• Number Opened: 12,576
• Open Rate: 12.7%
• CTR: 2.3%
THE SEASONAL
The Seasonal, our quarterly consumer awareness newsletter informs and inspires potential visitors with seasonal happenings, must-
see events, national/international accolades, blogs, deals & specials, and more!
Plan Your Trip to Santa Fe this Fall
• Send Date: 8/13/26
• Subscribers: 70,686
• Number Opened: 9,463
• Open Rate: 13.4%
• CTR: 1.9%
SOCIAL MEDIA
August 2026 Performance Metrics
August showed strong momentum across Tourism Santa Fe’s social channels, led by significant engagement growth on TikTok
(+144.1%) and Instagram (+15.4%). Facebook delivered a major content win, with its top-performing Zozobra post reaching 122,305
people and generating 3,254 interactions, approximately three times the engagement and reach of the previous month’s top post.
However, the slight 0.6% decline in overall Facebook engagement indicates that this breakout performance was concentrated in a
single post rather than reflected across the broader content mix. The opportunity is clear: lean into the types of timely, experiential,
distinctly Santa Fe storytelling that drove the Zozobra success and replicate those winning elements across more content.
Facebook
Total Page Followers: 106,539 (0.9% increase M/M)
Engagement: 13,898 (0.6% decrease M/M)
Instagram
Followers: 78,413 (1.4% increase M/M)
Engagement: 28,370 (15.4% increase M/M)
Pinterest
Followers: 3,260 (0.0% increase M/M)
Impressions: 2,178 (53.3% decrease M/M)
TikTok
Followers: 2,748 (15.9 % increase M/M)
Engagement: 93,824 (144.1% increase M/M)

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YouTube
Subscribers: 2,190 (2.8% increase M/M)
Views: 30,681 (2.7% increase M/M)
Santa Fe Insider Blog
August 2026 Performance Metrics
Sessions: 19,699 (3.9% decrease Y/Y)
Average Engagement Time Per Session: 1:26 (19.6% decrease Y/Y)
August Blog Posts
Fall for these 10+ October Events in Santa Fe
• Updated August 20, 2026
• Views: 1,003
Experience Balloon Fiesta in a “Different” Way
• Updated: August 22, 2026
• Views: 302
Top 5 Viewed Blog Posts in August
10+ Events You Can’t Miss in Santa Fe this September
Updated: July 23, 2026
Views: 2,579
25 Things To Do in Santa Fe
Updated: June 30, 2025
Views: 2,035
11 surprising facts about Santa Fe, NM
Updated: July 6, 2026
Views: 1,979
Hiking Trails You Can Access From Santa Fe
Updated: June 4, 2026
Views: 1,434
Santa Fe: 1 City, 4 Trips
Updated: October 18, 2024
Views: 1,109
PUBLIC RELATIONS
Performance Metrics
August Numbers (YOY, vs 2025)
Pitches: 329 (73% Increase Y/Y)
Media Visits: 3 (No change Y/Y)
Earned Media: $891,774 (43% Decrease Y/Y)
Total Impressions: 133,766,171 (43% Decrease Y/Y)
Year-to-Date 2026 (vs YTD 2025)
Pitches: 2,868 (43% Increase Y/Y)
Media Visits: 31 (41% Increase Y/Y)

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Earned Media: $17,353,885 (20% Decrease Y/Y)
Total Impressions: 2,599,827,387 (20% Decrease Y/Y)
MEDIA PLACEMENTS – ADVERTISING
August 2026 Performance Metrics
Total Spend: $207,128.34 (37.12% decrease Y/Y)
Total Impressions: 11,058,294 (66.56% decrease Y/Y)
Traditional and Programmatic Media
Impressions: 7,455,595 (32.28% decrease Y/Y)
Spend: $99,446.44 (46.41% decrease Y/Y)
Traditional Print
• Modern Luxury - Chicago
• Modern Luxury - Houston
Traditional Digital
• Sojern (OLV)
• Meta
• Pinterest
• Google (Demand Gen, Search, PMAX)
• CVENT (M&G, Display, RFP Dashboard)

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PAID SOCIAL MEDIA
Meta
Link Clicks: 40,543 (29.74% decrease Y/Y)
Spend: $31,419.48 (27.81% decrease Y/Y)
Pinterest
Pin Clicks: 6,689 (73.97% increase Y/Y)
Spend: $28,065.67 (73.93% increase Y/Y)
DISPLAY & DISCOVERY
Google Demand Generation
Impressions: 766,949 (258.29% increase Y/Y)
Spend: $14,825.90 (203.91% increase Y/Y)
Google Performance Max
Conversions: 2,723 (9.01% increase Y/Y)
Spend: $7,014.49 (18.20% increase Y/Y)
PAID SEARCH
Google
Clicks: 19,807 (11.73% decrease Y/Y)
Spend: $23,009.04 (15.87% increase Y/Y)
MEETINGS & GROUPS
Google
Conversions: 4 (69.23% decrease Y/Y)
Spend: $3,347.31 (48.24% decrease Y/Y)

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