Download how the marketing works today

Town of Taos Reference Guide for Taos Marketing
Updated 1/26/10
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.
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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 e-magazine 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
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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:
A recreation page
A shopping map/listings page
An “Experience Taos” page for workshops, classes, lectures, readings, exhibits, etc.
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
Things-to-do for kids on vacation here
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.
The Town of Taos also deals directly with 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].
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4) Tourism Association of New Mexico: The Town is also a member of, and participates with,
the Tourism Association of New Mexico (TANM), Gretchen Pearson, [email protected],
http://www.tanm.org/. This organization is beneficial for involvement for national trend
tracking, best practices, state intelligence about programs/funding, networking/positioning,
direct marketing, etc. – inside and outside the state.
5) 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.
6) 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.
7) 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 shopping map that can really be used for navigation – 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
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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.
8) 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].
9) Taos Ski Valley: The Taos Ski Valley Chamber Alyson Hyder, Executive Director,
[email protected] is allocated a Marketing Budget from TSV Lodgers Tax collections
$244,000, for this fiscal year. TSV Chamber allocates this to a variety of promotions in and out
of state this year including:
 Photo Ad Wraps and Marketing of Winter services (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 and PPC of web site
 Taos Mountain Music Festival – last year’s festival was a resounding success and plans
are in the works for an Annual repeat, August 14th 2010
 $45,000 on trade shows and displays
 $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, Inc., is a primary marketing agent in the Taos area and produces its own added
materials/web site, has its own expert in-house and consulting marketing/public relations
team, and major marketing budget. Adrianna Blake is a primary contact for Taos Ski Valley
Inc,’s marketing/public relations [email protected].
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10) 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.
11) 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 as individual marketing reps for their
properties as well as collectively as ‘the Council’.
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., 575758-2052, [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
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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 payto-play 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
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 visitorstudent 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, 575-6131005, [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]
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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.
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].
Jo Ann Carolla-Polt, Taos School of Cooking, [email protected],
www.taosschoolofcooking.com
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 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.
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Labyrinths: This is a growing offering in Taos with Adobe & Pines Inn, Ranchos de
Taos, building a labyrinth this last year and many others launching on this path
including San Geronimo Lodge, St. James Episcopal Church, and others. Artist Sandra
Wasko-Flood (a half-time resident of Taos) [email protected], 703-2176706, is point on much of this activity and temporary installations in Taos may be part
of the 2010 visitor offerings.
A number of body work professionals in Taos are coming together to create a
directory for visitors. One of the organizers is Devaya Smith, Quantum Matrix Arts,
575-776-2927, www.quantummatarixarts.com.
Twirl Toy Store & Play Space does a lot of marketing on the ‘family front’ for Taos and
is an excellent resource for partnered events, etc. Nikki Ross, [email protected],
http://www.twirlhouse.com/
Need help ‘putting it all together’? Here are some of the writing pros who have been
active with the 2010 theme in the last couple of months and might be helpful with
this task, free media, etc. There are many more out there – send in your contact
information and submissions and we’ll add you. Steve Fox [email protected], Tania
Casselle, [email protected] www.WriteOnDeadline.com,
Shawna Williams [email protected], Diana Rico, [email protected],
Pat Chambers, [email protected], http://www.taospoweronline.com/, Drew
Flack, [email protected], Rachel Preston, [email protected].
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.
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