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 Summary Report #2 for FY18 Following is a report on the disposition of Lodgers Tax funds October 1 through December 31, 2017. 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. $3400.00 Website hosting, development, maintenance $1366.38 Calendar $1110.00 Online/Digital/Social Media Facebook Ads $1115.36 Outbound $4796.37 Contractor $8150.00 Photography $900.00 Printing (Silver City Booklet) $4056.95 Graphic Design $1824.00 Total $26,719.06 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 88062. 575-538-5560
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
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 page @VisitSilverCity 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 page @VisitSilverCity 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.
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
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
#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 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
#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 - 183 likes PG. 6 2/13/18
Still Photos - 173 likes Still Photos - 170 likes PG. 7 2/13/18
Visitor Center Statistics FY18 Second Quarter Visitor Center Attendance Second Quarter Last Fiscal Year This Fiscal Year % Change Oct 2,183 2,034-6.8% Nov 1,624 1,516-6.7% Dec 1,376 1,299-5.6% Total 5,183 4,849-6.4% 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) 10/13-10/15 526 491-7% Day of the Dead 10/29 11/1/17 173 204 18% Victorian Christmas 12/14/2017 43 48 12% Where Visitors Come From Top 20 States State # % of total Arizona 127 35.1% California 39 10.8% New Mexico 39 10.8% Colorado 24 6.6% Texas 20 5.5% Florida 10 2.8% 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 88062 575-538-5560
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 95 50.5% Denmark 21 11.2% Canada 17 9.0% 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 83 15.6% Internet Research 72 13.5% Tour Group 67 12.6% Other 55 10.3% Travel Website 45 8.4% Always Known 40 7.5% Guide Book 30 5.6% History 28 5.3% February 13, 2018 2
VISITOR CENTER STATISTICS, FY18 2ND QUARTER Source # % of total Saw It On The Map 25 4.7% Magazine 20 3.8% Business Trip 17 3.2% By Chance 17 3.2% Brochure 15 2.8% 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 395 69.8% Return visitors 171 30.2% Total responses 566 Visitors who identified that they had previously visited Silver City have been here: 1 time 31 18.3% 2 times 53 31.4% 3-5 times 43 25.4% 6-10 times 2 1.2% so many times I've lost count 40 23.7% Total 169 Number of Nights in Silver City 0 - this is just a day trip 103 18.2% 1 61 10.8% 2 103 18.2% 3 60 10.6% 4 62 11.0% 5 36 6.4% 6 80 14.1% 7 or more 61 10.8% February 13, 2018 3
VISITOR CENTER STATISTICS, FY18 2ND QUARTER Where they stayed Accommodation # % of total Hotel/Motel 255 58.1% Bed & Breakfast 8 1.8% Internet rental (eg AirBnB) 13 3.0% RV Park 48 10.9% Campground 49 11.2% With a friend or family member 32 7.3% My own home/property 6 1.4% Haven't decided yet 7 1.6% Other 21 4.8% Considering relocation Considering relocation 26 13.2% Not considering relocation 134 68.0% No response 37 18.8% Attractions Attraction # % of Total Historic Downtown 337 19.1% Gila Cliff Dwellings 188 10.7% Gila National Forest 151 8.6% Silver City Museum 149 8.5% City of Rocks 131 7.4% WNMU 121 6.9% restaurants 117 6.6% WNMU Museum 67 3.8% galleries 64 3.6% outdoor recreation 64 3.6% Big Ditch Park 60 3.4% Billy the Kid 50 2.8% other 47 2.7% hot springs 33 1.9% haven't decided 31 1.8% Fort Bayard 29 1.6% antiques 27 1.5% Mogollon ghost town 26 1.5% February 13, 2018 4
VISITOR CENTER STATISTICS, FY18 2ND QUARTER Attraction # % of Total mining 24 1.4% library 23 1.3% Mimbres Culture Site 15 0.9% 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 1,084 899 1,326 3,309 WNMU Museum 51 51 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 2,336 477 5,798 Silver City Museum 1,135 870 1,307 3,312 WNMU Museum 199 139 86 424 February 13, 2018 5
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 424 51-87% 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 59.02 37.73 20.27 117.02 Postcards 95.00 45.00 72.00 212.00 Notecards 0 0 14.00 14.00 Pins 39.00 19.00 33.00 91.00 Magnets 36.00 24.00 58.00 118.00 Postage 1.85.83 1.66 4.34 Total Revenue 171.85 126.56 198.93 $556.36 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, 2018 6
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 1,015 395 0 1,410 Volunteer Hours: 2nd Quarter Oct Nov Dec QTR 112 103 90.5 305.5 February 13, 2018 7