PO Box 2383, Silver City, New Mexico

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Date: February 12, 2018 From: Colleen Morton, Executive Director, SCACD To: Mayor Ladner Town of Silver City PO Box 1188 Silver City, NM 88062 Silver City Arts & Cultural District Lodger s Tax Update

1 Date: February 12, 2018 From: Colleen Morton, Executive Director, SCACD To: Mayor Ladner Town of Silver City PO Box 1188 Silver City, NM Silver City Arts & Cultural District Lodger s Tax Update Summary Report #2 for FY18 Following is a report on the disposition of Lodgers Tax funds October 1 through December 31, This table does not reflect all the ads that were placed under the NM Tourism Cooperative Programming, which were paid for earlier in the year. Edible Baja Arizona, NM DOT Flex program, 2 full page ads, Oct & Dec. $ Website hosting, development, maintenance $ Calendar $ Online/Digital/Social Media Facebook Ads $ Outbound $ Contractor $ Photography $ Printing (Silver City Booklet) $ Graphic Design $ Total $26, NM Tourism Department Cooperative Program Advertising October - Submitted ads for January NM Mag and Banner, Roots Rated story composition, placed Phoenix, Tucson, El Paso and Albuquerque airports November Submitted ads for Phoenix, Tucson, El Paso and Albuquerque airports and for February NM Magazine and Banner December Submitted ads for Tucson, El Paso and Albuquerque airports and for March NM Magazine and Banner PO Box 2383, Silver City, New Mexico

2 February 13, 2018 Non-Lodgers Tax activities during the 2 nd Quarter included: 1. Completing design of maps for trail kiosk 2. Monthly Coordinating Council Meetings 3. Organized Creative Economy Placemaking panel for April Leadership Summit in Denver 4. Submitted grants to National Association of Counties for creative placemaking training, and to NM Arts and NM Tourism for ClayTrail 5. Commissioned report from SkyWest Media on SCACD marketing strategy 6. Attended Tourism Commission meeting in Silver City 7. Supervised launch of ClayArts Trail Showcase project 8. Hired new web admin, graphic designer, administrative assistant and bookkeeper 9. Updated computers with new software and switched to high-speed Internet from Comcast Attachments: Visitor Center Quarterly Report Social Media Quarterly Report 2

3 Silver City Tourism Social Media Report FY18 Second Quarter OVERVIEW All social media platforms are steadily growing in followers and engagement. We anticipate the upward trend to continue. This quarter we did a promotion with The Outbound Collective, which helped to increased our Instagram following, but did little for our Facebook presence, even with the additional likes and shares of post related to their visit to Silver City. In 2018, we are planning a series of tests of Facebook advertising, as opposed to page boosting. Facebook: Our Facebook shows an 1% increase in page likes from 18,030to 18,189 Our average organic post reach is 1,677 (down 53% - last quarter we had a boosted post with over 80K views, which is not normal for our page. This number is closer to the average forour Facebook posts.) with a top post of 18,200 and lowest of 408. Instagram: Our Instagram reports an 18% increase in followers from 1158 to 1362 The #SilverCityNM hashtag now has 9963 photos tagged, an increase of 9% We've begun to promote the #VisitSilverCity hashtag which currently has 552 photos posted Average likes on photos have increased from 120 to 135 up 12% Videos still seem to perform better than still photographs We boosted one video (The You're Invited video made by SkyWest Media) on Instagram as a test. Results are listed later in the report.

4 SCACD SOCIAL MEDIA REPORT, FY18 2ND Q FACEBOOK DEMOGRAPHICS The Visit Silver City Facebook page is made up of the following demographics: Top US Locations for Facebook Audience: El Paso, TX 10% (1,898 fans) Silver City, NM 9% (1,614 fans) Albuquerque, NM 6% (1,112 fans) Las Cruces, NM 6% (1,011 fans) Tucson, AZ 5% (862 fans) Phoenix, AZ 4% (658 fans) Houston, TX New York, NY Dallas, TX Chicago, IL PG. 2 2/13/18

5 TOP FACEBOOK POSTS #1 most popular Facebook post of the quarter Reach- 18,240 (9,673 organic reach) Engagement- 839 PG. 3 2/13/18

6 #2 most organically popular Facebook post of the quarter Reach- 4,417 Engagement- 291 #3 most organically popular Facebook post of the quarter Reach- 4,324 Engagement- 469 PG. 4 2/13/18

TOP INSTAGRAM POSTS - Video #1 most popular Instagram post (video) of the quarter - 536 views This post was boosted as a test to see if paying for

7 TOP INSTAGRAM POSTS - Video #1 most popular Instagram post (video) of the quarter views This post was boosted as a test to see if paying for posts on Instagram makes a big difference in reach and interactions. Likes were 68% higher than average. The post generated 12 clicks on our website (from our Instagram profile). 1,428 people actually viewed the promotion with 396 engaging. The highest age range was people 25-34, women 51%, men 49%. The top location was New Mexico, with Texas and Arizona as the next highest. #2 most popular Instagram post (video) of the quarter 315 likes PG. 5 2/13/18

8 #3 most popular Instagram post (video) of the quarter 304 likes Still Photos on Instagram #6 most popular Instagram post (still photo) of the quarter likes PG. 6 2/13/18

9 Still Photos likes Still Photos likes PG. 7 2/13/18

10 Visitor Center Statistics FY18 Second Quarter Visitor Center Attendance Second Quarter Last Fiscal Year This Fiscal Year % Change Oct 2,183 2, % Nov 1,624 1, % Dec 1,376 1, % Total 5,183 4, % Visitor Center Attendance during Events Event Dates Last Year This Year % Change Red Dot Art Fest 10/7-10/9 AND (last year 10 days) 10/13-10/ % Day of the Dead 10/29 11/1/ % Victorian Christmas 12/14/ % Where Visitors Come From Top 20 States State # % of total Arizona % California % New Mexico % Colorado % Texas % Florida % Michigan 8 2.2% Minnesota 8 2.2% Wisconsin 8 2.2% Missouri 7 1.9% Nevada 7 1.9% Arkansas 6 1.7% Louisiana 6 1.7% PO BOX 2383 SILVER CITY NEW MEXICO

11 VISITOR CENTER STATISTICS, FY18 2ND QUARTER State # % of total Georgia 5 1.4% Washington 5 1.4% Alaska 4 1.1% Idaho 4 1.1% Oregon 4 1.1% South Dakota 4 1.1% Ohio 3 0.8% Visitors from other countries Country # % of total Mexico % Denmark % Canada % Germany 9 4.8% Argentina 8 4.3% Australia 8 4.3% Switzerland 6 3.2% The Netherlands 4 2.1% United Kingdon 4 2.1% Holland 3 1.6% Austria 2 1.1% France 2 1.1% Honduras 2 1.1% Italy 2 1.1% Spain 2 1.1% Sweden 2 1.1% Great Britain 1 0.5% How They Heard About Silver City Source # % of total Group / Organization % Internet Research % Tour Group % Other % Travel Website % Always Known % Guide Book % History % February 13,

12 VISITOR CENTER STATISTICS, FY18 2ND QUARTER Source # % of total Saw It On The Map % Magazine % Business Trip % By Chance % Brochure % Saw Sign On Highway 7 1.3% Tv / Radio / Movie 6 1.1% Newspaper 4 0.8% At An Airport 2 0.4% Friend Or Family Told Me 0 0.0% Social Media 0 0.0% Billboard 0 0.0% On A Train / Tram 0 0.0% Travel Agent 0 0.0% Another Visitor Center 0 0.0% First Time & Return Visitors: First time visitors % Return visitors % Total responses 566 Visitors who identified that they had previously visited Silver City have been here: 1 time % 2 times % 3-5 times % 6-10 times 2 1.2% so many times I've lost count % Total 169 Number of Nights in Silver City 0 - this is just a day trip % % % % % % % 7 or more % February 13,

13 VISITOR CENTER STATISTICS, FY18 2ND QUARTER Where they stayed Accommodation # % of total Hotel/Motel % Bed & Breakfast 8 1.8% Internet rental (eg AirBnB) % RV Park % Campground % With a friend or family member % My own home/property 6 1.4% Haven't decided yet 7 1.6% Other % Considering relocation Considering relocation % Not considering relocation % No response % Attractions Attraction # % of Total Historic Downtown % Gila Cliff Dwellings % Gila National Forest % Silver City Museum % City of Rocks % WNMU % restaurants % WNMU Museum % galleries % outdoor recreation % Big Ditch Park % Billy the Kid % other % hot springs % haven't decided % Fort Bayard % antiques % Mogollon ghost town % February 13,

14 VISITOR CENTER STATISTICS, FY18 2ND QUARTER Attraction # % of Total mining % library % Mimbres Culture Site % vineyard 4 0.2% Penny Park 2 0.1% Catwalk 0 0.0% Comments from Visitors Our digital Guest Register allows visitors to make a comment. Here are comments from this month: Beautiful town Bike rent CDT! Charming city Great small town nice visitor center Great visitor center Had a great time! Here to Dr. Bradberry Hoping to enjoy myself... It s a cool city Looking forward to moving here in late 2018 or so. Husband and I went to WNMU Mark is magnificent! He is a gem, wealth of information. Nice smile too! Nice town Played golf yesterday Thank you Thanks for the good intel we have get here Thanks! The city it s so interesting The people in silver city are wonderful! This is a very cool little city Very friendly and helpful staff We are tourists We love Silver City. We're loving it here! Will return Visitors at attractions This year 2nd Quarter Oct 17 Nov 17 Dec 17 QTR Gila Cliff Dwellings VC 3,308 2,791 2,207 8,306 Gila Cliff Dwellings site 3,410 2,523 2,225 8,158 Silver City Museum 1, ,326 3,309 WNMU Museum City of Rocks State Park 3,881 3,974 2,547 10,402 NOTE: WNMU Museum closed until 2019 Visitors at attractions: Last year 2nd Quarter Oct 16 Nov 16 Dec 16 QTR Gila Cliff Dwellings VC 2,886 2,245 1,173 6,304 Gila Cliff Dwellings site 2,985 2, ,798 Silver City Museum 1, ,307 3,312 WNMU Museum February 13,

15 VISITOR CENTER STATISTICS, FY18 2ND QUARTER City of Rocks State Park 4,395 3,975 2,649 11,019 Visitors at attractions: This year compared to last year 2nd Quarter Last year This year % Change Gila Cliff Dwellings VC 6,304 8,306 32% Gila Cliff Dwellings site 5,798 8,158 41% Silver City Museum 3,312 3,309 0% WNMU Museum % City of Rocks State Park 11,019 10,402-6% NOTE: Gila Cliff Dwellings was closed for a portion of December 2016 due to road closure (flood damage). Revenue Retail Sales 2nd Quarter Oct Nov Dec Quarter Donation Box Postcards Notecards Pins Magnets Postage Total Revenue $ Fulfillment Silver City Booklet: Distributed 2,195 during second quarter October: 1,500 total 650 WNMU, recruiting office 500 Las Cruces Visitor Center 100 Grant County/Silver City Chamber of Commerce 100 Tour of the Gila, Gran Fondo 100 WNMU Community & Workforce Development 50 AAUW Leadership November: 515 total 300 NM VIC in Glen Rio 145 WNMU Language Institute 50 Dreamcatcher RV Park, Deming 20 Southwest Christian Center, family reunion December : 180 total 100 Holiday Inn Express February 13,

16 VISITOR CENTER STATISTICS, FY18 2ND QUARTER 50 Drifter Motel 30 Tucson group trip organizer 101 Things to Do: Distributed 1,145 during second quarter October: 750 total 500 WNMU, recruiting office 100 Tour of the Gila, Gran Fondo 100 WNMU Community & Workforce Development 50 AAUW Leadership November: 215 total 145 WNMU Language Institute 50 Dreamcatcher RV Park, Deming 20 Southwest Christian Center, family reunion December : 180 total 100 Holiday Inn Express 50 Drifter Motel 30 Tucson group trip organizer Bulk Requests, 2nd Quarter Oct Nov Dec QTR Silver City Booklet 1, ,410 Volunteer Hours: 2nd Quarter Oct Nov Dec QTR February 13,

Census Affects Children in Poverty by Professors Donald Hernandez and Nancy Denton State University of New York, Albany

Census Affects Children in Poverty by Professors Donald Hernandez and Nancy Denton State University of New York, Albany Phone: (301) 457-9900 4700 Silver Hill Road, Suite 1250-3, Suitland, MD 20746 Fax: (301) 457-9901 Census Affects in Poverty by Professors Donald Hernandez and Nancy Denton State University of New York,