Download how the marketing works today

Town of Taos Reference Guide for Taos Marketing
Updated 1/25/10
2010 Taos traveler education theme:
“Escape the Modern Day. Rejuvenate in Taos. Return to Sacred Places”
Initial content deadline for national media roll out: February 15, 2010
Many members of the greater Taos community have inquired about ‘how the marketing works
today’ for the Town of Taos given the shift of players’ roles two years ago. Not all the various
players and/or elements are listed here – but many primary efforts are outlined to make your life
easier when it comes to ‘figuring it out’ and connecting in a manner that benefits you and your
effort.
As usual, my comments are straightforward – everyone is important to the marketing we do, but
I’ve tried to capture the subtleties of strength and the different priorities for each entity based on
my subjective evaluation – and how the Town marketing team interfaces with each. I’m sure some
readers will disagree with my assessments, and certainly everyone’s roles change over time.
Should anyone have further questions, email me – and thank you all for your Taos marketing
efforts, including those of you who may not have major funds for marketing but keep things
aesthetically welcoming, are friendly and helpful when visitors get here, and stay open late
Thursday, Friday and Saturday evenings (aside from other extended hours).
NOTE: Concerning this year’s theme, the web site does a good job of outlining the intent of this
traveler education program, www.TaosSacredPlaces.com, and the Taos Vacation Guide site,
www.TaosVacationGuide.com. The content generated will be longer lasting than just this year, and
certainly it goes deeper to the ‘why’ of Taos and its attraction than last year’s effort. However, for
some figuring out how best to participate may take some extra effort, so please contact me or Joan
Griffin to help figure it out. Many of the individuals and organizations listed here can also be of
assistance, and most are open to partnering.
Cathy Connelly, Public Relations Director, Town of Taos, [email protected], or give me a call
575-751-2001.
Marketing Leads 2010 as of 1/15/10:
1) The Town of Taos Direct Marketing Contract: The Town of Taos has a
marketing/advertising/public relations (free media) contract with Griffin & Associates, headed by
Joan Griffin, [email protected]. This was awarded through a Town request for proposal
(RFP) process in July 2007 and contractually launched/funded starting in October, 2007.
This coming Griffin annual budget for 2009-2010 (fiscal year July through June) is $300,000
($100,000 short of the desired budget). The Griffin contract requires a “match” be made of
another $150,000 worth of marketing, bringing the effective tourism out-of-the-area marketing
contract budget to approximately $450,000.
I manage the Griffin contract for the Town, assisting with strategic and tactical decisions as well as
Council/community interface about it. The focus for Griffin activity is to bring tourists to Taos –
increasing “heads on beds” as well as Gross Receipt Tax (GRT)-generating visitor spending. This
contract does not specifically underwrite events.
My “other job” is to function as the local community-related public relations/public affairs director
for the Town, for which I have a local/regional marketing budget of approximately $89,000. I
report directly to/am managed by the Town Manager, Daniel Miera.
Jeanne Kitzman, head of marketing/group and meeting sales for the Town and its Convention &
Visitor Center on Civic Plaza Dr., is also a major part of the marketing team, as is the Town-run,
Taos Visitor Center staff, headed by Michelle Hammer, [email protected]. Both Jeanne
and Michelle report to Ron Yachinich, Director, Taos Convention Center/Visitor Center,
[email protected]. Ron has a completely separate, and additional, Town budget for running
the Convention Center, plus the Taos Visitor Center facility and its staff. Conventions this year is
approximately $458,000 and Visitor Center is $269,000. This budget includes the Town’s fulfillment
of information (via mailings, phone calls and/or emails) in partnership with the Taos County
Lodgers Association (see more details below) to those requesting “information about Taos” via the
Taos Visitor Center (including stop ins, phone calls, the web site, and emails).
The intent by the Town of Taos Mayor/Council is to continue to increase the tourism directmarketing budget as the economy – and revenues – again increase. The results of this program
have been sound – particularly given that national tourism is down on average by 20-30%. Taos’
tourism revenues are holding relatively steady, only down approximately 4%. It takes all of us
working together to accomplish this type of positive impact.
2) The Taos County Lodgers Association. Led this year by the Sagebrush’s Louise Blair,
[email protected], and La Fonda’s Steve Slick, [email protected], this organization
contracts with consultant Janet Webb, Webb Design, [email protected], and annually
develops/publishes the award winning Taos Vacation Guide, related program rack cards/brochures,
secures the back page ad on the New Mexico Vacation Guide, and develops/manages the
corresponding web site, www.TaosVacationGuide.com. This is where the ‘Visitor Center’ web page
lives, in addition to the Taos “Press Room” information for free media, copies of the monthly emagazine blasts, and select A-List Travel Story clips. The Taos County Lodger Association package
is used by the Town as its leading fulfillment program/package when it comes to tourist inquiries,
travel shows, media familiarization trips, free media content referrals, etc. (see
http://www.taosvacationguide.com/sign_up for advertising information). Editorial comment: if
you’re marketing to Taos visitors, and you’re not in this guide/web site, you should consider it. Just
in the last six months, free media editorial efforts have driven approximately 1 billion (that’s with a
“b”) reader impressions to the Taos Vacation Guide materials and web site. With this activity, plus
the 2009 and 2010 traveler education themes and sweepstakes, monthly visits to the TVG web site
have doubled – averaging 20,000-plus a month.
New ‘moves’ for the guide that have been implemented or are being implemented this year:
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A recreation page
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A shopping map/listings page
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An “Experience Taos” page for workshops, classes, lectures, readings, exhibits, etc.
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Transportation info – glam’ing the New Mexico Rail Runner connection, and other new
forms of transportation in our area such as the Taos Express Shuttle
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Things-to-do for kids on vacation here
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Web marketing within the social network structures (Twitter, Facebook, etc. Griffin is
already doing this with great success).
The TVG program is predominantly focused on causing travelers to make the decision to visit Taos
based on gorgeous images and copy focused on our key messages, travel options/information,
annually scheduled events, wonderful lodging, workshop/class offerings, the spectrum of unique
offerings and activities, the atmosphere, etc. We work hand-in-glove with the Association, not only
with regard to content in the Guide, on the web site, and in co-op advertising/sweepstakes, but in
relation to sharing the mail-out costs/postage responsibilities for the guide (the Town paid approx
$18,000 during 2009, plus staff time). The Association’s annual marketing budget, based on grants
and advertising revenues, is in the neighborhood of $185,000.
3) State of New Mexico Tourism Department, Region 5 Marketing, and New Mexico
Magazine: Steve Slick/La Fonda is also the Taos area representative on the State of New Mexico
Tourism Department’s Region 5 Marketing Team – a committee that has a budget composed of
funds from the state in addition to regional-players’ contributions. Region 5 includes not only Taos,
but Santa Fe, Los Alamos, Taos Ski Valley/the Enchanted Circle, Abiquiu, and Chama. Region 5
retains its own advertising and public relations consultants. Email Steve for more information
about the Region 5 marketing plans for 2009-10 (including some cool Isotopes game promotions).
Obviously the State of New Mexico Tourism Department itself, its tourism web site,
http://www.newmexico.org/, the New Mexico Vacation print guide, New Mexico Magazine
http://www.nmmagazine.com/ (yes, it’s published/owned by the State), and its current public
relations firm, Ballentine’s, are also successful elements/partners in the Taos area direct marketing
mix. If you would like specific connection information for ‘players’ at the state level for tourism,
email one of us for added details.
4) Taos Pueblo: As of earlier this month, Taos Pueblo did not have a director of tourism –
they’ve been interviewing. However, Marcie Winters continues to coordinate tourism
activities/budget, [email protected]. Taos Pueblo, the only United Nations Living World
Heritage Site in the U.S. and on the National Trust for Historic Preservation’s designated list, is
among the top destination-drivers for Taos. They are effective and critical partners in the overall
Taos tourism effort, contributing much to all our activities.
5) The Taos Gallery Association: Co-Chaired this year by gallery owners Jennifer Howell,
[email protected], and Rob Nightingale, [email protected]. This is another key
element to the Town’s marketing regarding our ‘Original Art Colony’ status, and art related
marketing/free media content as well as co-op advertising partnerships. The TGA is an
independent association, and they raise funds each year for advertising. Jan Mellor,
[email protected], is ‘point’ on the TGA’s marketing activities.
6) The Taos News: Once visitors get themselves into New Mexico, the large-sized Taos Visitor
Guide (Summer and Winter editions), published by the Taos News, is an invaluable guide, along
with the calendar/TEMPO section of the newspaper, particularly for current activity/event
information. The Taos News also publishes a variety of other special sections that are also visitor
oriented including the Wedding Guide, Dining Guide, Real Estate Guide, the Taos Summer of Love
Guide last year – and this year the “Escape the Modern Day. Rejuvenate in Taos. Return to Sacred
Places” guide. These guides are underwritten by advertising revenues. Chris Baker, publisher,
[email protected].
The Taos Visitor Summer and Winter Guides are distributed across the counter at the Town of Taos
Visitor Center – not only for its hefty themed trip content, but also for its clear map(s) which
include designated free parking, bathrooms, etc. We are hoping the Taos News will publish a
navigatable shopping map – a new look and feel – starting in 2011.
The Visitor Guides and supplements are inserted in the Taos News’ editions, plus used by Griffin
selectively for distribution to media, at travel shows, and is distributed, along with the Lodgers’
Vacation Guide, at all State of New Mexico Visitor Centers. Publisher Baker works with the Town,
and many others in the area, to produce a product that is valuable for visitors particularly with
regard to ‘on-the-ground what-to-do’ content -- where to go, photograph, eat, play, spa, shop, etc.
The guide’s content is also on the Taos News’ web site www.taosnews.com – the site and
newspaper being essential elements to the overall Taos tourism picture since travelers wanting to
know “what do I do this week?” go to the newspaper/web site and its TEMPO section/calendar for
current event information. All Taos News guides are distributed and mailed directly by the
newspaper (they pay for this) and requests for this guide that come to the Taos Visitor Center staff
are referred to them for action.
7) The Taos County Chamber of Commerce, Steve Fuhlendorf, Executive Director,
[email protected]. The Chamber is now located on Kit Carson in the Town’s Historic District,
and it continues to distribute information/literature to visitors at that location and be helpful in
responding to inquiries. For many, calling the local Chamber of Commerce for this type of
information is a travel tradition – and the Chamber’s staff has valuable input into Taos’ marketing
efforts. It also continues to have visitor information on the Chamber’s web site,
www.taoschamber.com but for two years funding has not allowed for this site to be substantively
updated. During the last two years the Chamber’s core business membership/services has been
their focus, including public affairs and business advocacy issues – not out-of-the-area marketing.
Moving forward this may change as the Chamber successfully completes its reorganization and
turns to focus energy into one of its Economic Development sub-committees that is being designed
for Taos sports and recreation-related marketing. The Chamber, along with the Taos Center for the
Arts (TCA) is also working with Town of Taos Community & Economic Development Director
Matthew Spriggs, on establishing the new Arts & Cultural District in the Town of Taos through the
State. For more information, contact [email protected]. One tourism information initiative
that is being spearheaded by the Chamber is content for the ‘Recreation Info Page’ for the Taos
Vacation Guide and other web sites. If you have information to contribute, please email Steve
Fuhlendorf or Wild Earth Llama Adventures, Stuart Wilde (putting it all together),
[email protected].
8) Taos Ski Valley: The Taos Ski Valley Chamber, Allyson Hyder, Executive Director,
[email protected], paid $19,000 for TSV’s presence in the Taos County Lodgers
Association’s Taos Vacation Guide program, entities in Ski Valley using it as their marketing
fulfillment piece for out of the area ski/snowboard shows, etc. TSV Chamber has a $244,000
Marketing Budget that is spent on a variety of Valley-wide promotion, this year including:
 Photo Ad Wraps on Vans (Taos Express and Chile Line)
 Billboards on I70 in Colorado
 Guest Room Directories – in all Hotels in TSV and some in Taos
 Winter and Summer Guide FP inclusions, ABQ, TAOS, SANGRE DE CRISTO
CHRONICLE
 SEO of web site
 PPC of website
 Taos Mountain Music Festival – last year’s festival was a resounding
success and plans are in the works for another during summer 2010
 Taos Opera Institute
 $45,000 on trade shows and displays
TSV, Inc., obviously also produces its own added materials/web site, has its own expert in-house
marketing/public relations team, marketing budget, and marketing consultants. Adrianna Blake is a
primary contact for Taos Ski Valley Inc,’s marketing/public relations [email protected].
9) Enchanted Circle Marketing Group: This group has made great strides this past year in
increasing their budget, co-op partnering, and organizing effectively for the region’s marketing (see
their web site that’s just been redone, www.enchantedcircle.org). Rebecca Latham, Red River,
[email protected], leads this group, comprised of all marketing municipalities/areas along the
Enchanted Circle drive:
TAOS: Visitor Center / Chamber
TAOS SKI VALLEY: Village / Chamber
ANGEL FIRE: Village / Chamber
RED RIVER: Visitor Center / Chamber
EAGLE NEST: Village / Chamber
QUESTA: Village / Chamber
Obviously each of the above noted entities is also marketing individually – everyone with different
budget levels, staff, priorities and capabilities, but with united objectives for the Northern New
Mexico area.
9) Individual and Important Marketers Around Taos: The Taos Tourism Council is a group that
has formed to assist tourism efforts in the area with co-op advertising partnerships, generate new
content, organize new sweepstakes (very effective for capturing and educating new travelers for
Taos), and to provide a lean, mean group of area marketers to collectively take advantage of ideas,
fast-moving opportunities, etc. Jamie Tedesco, marketing director, The Taos Inn, is its leader,
[email protected]. Wendi Gelfound, [email protected], a consultant who works with
Ojo Caliente as its marketing director, is also a Taos Tourism member. There is no fee for
membership in this group. Both Jamie and Wendi are active partners for Taos marketing
opportunities/co-ops.
Other entities that have “official marketing budgets” and are active with us, or are assisting with
the 2010 traveler education program through the development of images and content, include:
 Taos Center for the Arts (TCA), http://tcataos.org/, Ron Usherwood, Exec. Dir., 575-7582052, [email protected]
 Music from Angel Fire (OK, they’re not technically based in Taos, but their concert series is
held at the TCA in Taos), http://musicfromangelfire.org/index.asp
 Taos Association of Bed & Breakfast Inns (TABBI), Julie Cahalane, [email protected],
http://www.taos-bandb-inns.com/
 Lydia Garcia, publisher, The Horsefly [email protected] – print and online
editions, www.taosdaily.com – a free, monthly newspaper and daily online news source
and inspiration for Taos locals and visitors alike, 575-751-4829.
 www.TaosWebb.com – “A visitor’s guide to Taos and northern New Mexico” has
represented the area online since 1995. It cross sells 14 northern New Mexico
communities, features lodging, art, recreation and real estate and is one of the top results
in search engines for “Taos” and “northern New Mexico.” Owned/maintained by Webb
Design, [email protected]
 www.TaosPillowPackages.com – A packages-oriented website that features a summer and
winter vacation sweepstakes. Created by Taos Ski Valley and Taos County Lodgers
Association and maintained by Webb Design, [email protected]. This is a pay-toplay marketing site for lodgers.
 Robin Collier, Cultural Energy [email protected] -- over 2,100 online audio
segments covering arts, poetry, writing, music, dance, the environment, planning,
agriculture, the acequias, land grants, etc. 50% of web site visitors are from out of Taos
area. http://www.culturalenergy.org/listenlinks.htm -- The side bar on the right lists show
collections such as ¡Que Vivan las Acequias!, SOMOS's Writers on Radio, Bob Romero's
Historia de Taos, Maye Torres's Untitled, Amigos Bravos Radio Rio, Taos Land Trust's de la
Tierra, etc.
 The Taos Art School, Ursula Beck, www.taosartschool.org [email protected] -- A major
marketer of Taos as a destination for week-long visitors for art
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classes/experiences/workshops. Prints 50,000 annual 50-page brochures/catalogues –
distributed via mailing lists, visitor centers, etc. Display ads in approx. 18 national
publications annually; completes national free media and cross-markets with art schools in
other geographic areas; web site organic/paid positioning; creates/promotes new themes
to enhance Taos's reputation as an Art Colony Destination- THE LEFT BANK OF THE RIO
GRANDE is this year’s; develops unique workshop offerings each year. Economic impact
significant - $10,000 per visitor-student is estimated. Each workshop that our marketing
can fill means a minimum of $10,000. direct dollars for Taos as the participants stay for 6
bed nights, purchase all their meals, and shop. on which Town’s Taos Visitor Center web
page
Freelance travel writer and photographer John Lamkin also does much for the Taos area,
www.TravelWritingAndPhotography.com, www.SoulOfTravel.com,
http://www.examiner.com/x-1964-Northern-New-Mexico-Travel-Examiner, 575-613-1005,
[email protected].
Jim Kimmons, Gallery Real Estate, does a lot for Taos via his Taos content-driven web site
and incredible internet savvy/networking, http://galleryrealtyoftaos.com/
Photographer Gak Stonn, [email protected]
Glenn Pike, It’s Happening in Taos, [email protected]
Taos Mountain Casino, Ross Anderson, Marketing Director,
[email protected]
Taos Historic Museums, [email protected].
The Museum Association of Taos/its member museums both together and individually –
University of New Mexico Harwood Museum of Art, Director Susan Longhenry,
[email protected], Millicent Rogers Museum, Director Fred Peralta, [email protected],
Taos Art Museum (formerly Fechin); www.taosmuseums.org, [email protected]
The Couse Studio and Museum, Virginia Leavitt, [email protected]
Kit Carson Museum, [email protected]
DMC, four radio stations, Gerry Katz, [email protected], Jo Jo Valdez [email protected]
Sipapu Resort, Stacey Glaser, [email protected]
KTAO, Fusion Marketing, [email protected]
Cumbres & Toltec Historic Railroad, Gayle Martinez [email protected]
There are also individuals/groups such as the developers of the nationally syndicated radio
program Art of the Song who do much for Taos, individual photographers such as Paula
Valentine, [email protected], and Geraint Smith,
[email protected], who contribute extensively with their exquisite
works, the river rafting association in New Mexico, llama trekking companies, fly fishing
companies/associations, the new Taos Sports Authority, the new Art & Architecture group
that is forming in Taos – all contribute as they can to our overall, positive marketing and
are in different stages of development/budget development. If you’re interested in a
specific type of connection, sweepstakes participation, co-op ad opportunities, or want to
pitch inclusion in an upcoming monthly e-magazine blast to over 1.3 million recipients, let
this office know and we’ll put you in touch with a representative/entity that may be helpful
to your marketing efforts.
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A new nonprofit, the Taos Festival of Art & Architecture, Steve Parks, Parks Gallery on Bent
St. is the leader, [email protected]. For 2010 the festival focus will be the annual June
mudding of the St. Francis de Assis Church in Ranchos
Robert Cafazzo, Two Graces Gallery and Bookstore, Ranchos de Taos,
[email protected].
Taos Chamber Music Group, Nancy Laupheimer, [email protected]. In
early June they will have a special 2010 launch event – and original composition -connected to the Taos traveler education theme.
Sean Murphy and the Sage Institute for Creativity, Consciousness and the Environment is
planning with the 2010 theme, [email protected].
Leslie Cronin and partners has a ‘Taos concierge’ company in the works to work with all
tourism oriented entities in the area and improve/coordinate package offerings and
custom tours for visitors, [email protected].
SOMOS, Taos’ literary society, [email protected], is also working with the Town on
coordinating elements/events/content for 2010’s effort, in addition to UNM’s Bill Knief,
[email protected], and SMU’s Mike Adler [email protected]. Steve Fox is also part
of this mix and adds connections with the Llama Foundation and the D.H. Lawrence Ranch,
among other entities, [email protected].
The State of New Mexico’s Department of Tourism and its many wonderful divisions,
including this year’s start-up Eco Tourism effort, Sandy Cunningham, lead consultant,
[email protected].
The Town of Taos’ Arts & Culture District, including many of the players listed above, with
Cynthia Spray, [email protected], lead consultant working for Matthew Spriggs,
Director, Community & Economic Development, Town of Taos.
We understand that the Taos Solar Music Festival is at least tentatively slated for summer 2010, we
are connecting with UNM’s Taos Writers Conference to hopefully work them on mutually beneficial
promotion, and there are other discussions underway to try and develop specific content by the
February 15, 2010 initial deadline.
I apologize if others have been left off this partial list – but let me know what you’re up to, and that
you want to be more active in the Town of Taos related public relations and marketing efforts, and
we’ll add you to this roster! We’ll do an update as new information comes in. Thanks everyone
out there for all you do to help share information about Taos and all the wonderful things we offer
to those who live here – and those who visit.