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CityofSantaFeCreativeTourism2014/2015Report
Preparedby
TheCityofSantaFeArtsCommission&
B.E.HaniflandAssociates
TheCityofSantaFeArtsCommission201WestMarcyAvenue
P.O.Box909SantaFe,NM87504Ph:(505)9556707
http://santafecreativetourism.org/
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TheOriginofSantaFeCreativeTourismSantaFeCreativeTourism(SFCT),aprogramoftheCityofSantaFeArtsCommission,isaneconomicinitiativedesignedtoprovideartistsandartsbusinesseswiththemeanstodevelopandpromoteworkshopsandotherhandsoneducationalexperiences.TheseactivitiesestablishincentivefornewandreturningvisitorstocomeandexperienceSantaFesuniqueartsandculture.Inordertodevelopmutuallybeneficialrelationshipsbetweentheexistingartsandtourisminfrastructures,theprogramseekspartnershipsandcollaborationswiththehospitalityindustryandotherentitiesthroughoutthecommunity.TheArtsCommissionformedSFCTasaresultoftheCityofSantaFes2005appointmenttotheUnitedNationsEducational,Scientific,andCulturalOrganizations(UNESCO)CreativeCitiesNetwork,andtheprogramcontinuestobuilduponthesuccessful2008InternationalConferenceonCreativeTourismheldinSantaFebyfosteringthedevelopmentofthiscreativetourisminfrastructure.SantaFeCreativeTourismTodayUNESCOdefinescreativetourismastraveldirectedtowardanengagedandauthenticexperience,withparticipativelearninginthearts,heritage,orspecialcharacterofaplace.Sinceitsinception,SFCThasbeenconnectingartistsandbusinesseswithtouristsusingdigitalmediamarketingaswellasmoretraditionalformsofpromotion.Throughthedevelopmentofworkshops,classes,demonstrations,andthemeanstomarketthem,SFCT
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providesartistsandbusinesseswithskillstogrowtheirshareofthemarket,contributingtoanimportantparadigmshiftinthetourismindustry.EconomicBenefitForArtistsTable1ReportedEconomicBenefitbyYear
Year ReportedIncome PercentageofParticipantsReporting
201011 $30,594 informationnotavailable
201112 $40,790 17.0%
201213 $62,782 21.5%
201314 $83,772 23.2%
201415 $79,528 23.3%
ArtistsandartsbusinessesprovidingcreativetourismexperiencessubmitlistingstoSFCTsprojectmanagersforinclusiononthewebsite,socialmediapostings,calendarlistings,andotherformsofonlineandtraditionalmarketing.ThelistofexperiencesavailablethroughSFCTcontinuestogrowwitheachpassingyear:withadirectoryofover200participatingartistsoffering230workshops,therehavebeenmorethan500calendareventsinthelastyearalone.Theseworkshopshaveaccountedfornearly$80,000indirecteconomicbenefitforartists,comparedtojustunder
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$84,000ayearagoand$63,000theyearbeforethat.Intotal,theprogramhasgeneratedover$297,000inreportedincomeforparticipantssince2010.
CastPaperWorkshopwithJacquelineMallegni,PaperRainStudio.JacquelineMallegni
AsofJune2015,over500peoplehaveparticipatedinbusinessdevelopmentclassesand/orreceivedpersonalizedconsultationtodevelopcreativetourismprogramming.Curriculumhasincludedprojectmanagement,newwebsiteandblogdevelopment,contentdevelopmentforexistingwebsites,buildingonlinevisibility,developingsocialmediapresence,andimprovingvisitorengagementskills.Throughthebusinessdevelopmentprogram,artistsbecomeacquaintedwithSantaFesevergrowingartsandbusinessnetworkswhileacquiringtheskillsnecessarytobuildengagementwithpotentialvisitors.Thisincreasestheirabilitytoidentifyandcultivatenew
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businessrelationships,strengthenexistingrelations,andincreaserevenuestreams.Artistswhohavestruggledtofindenoughstudentstoforeveninfrequentworkshopofferingsinthepastarenowaddingmultipleworkshopseachmonth.Finally,directqueriestothewebmasterindicatethatindividualsfromall50statesandaroundtheworldareinquiringaboutandplanningtraveltoSantaFespecificallytoparticipateinthesecreativetourismexperiences.HotelpartnersandartistsreportthatvisitorsarestayingatSantaFehotels,eatingatlocalrestaurants,andshoppingatthevariousartsupplystores.Accordingtoartistreports,workshopparticipantshavestayedatTenThousandWaves,HotelSantaFe,InnoftheAnasazi,TheInnandSpaatLoretto,theEldoradoHotel,LaFonda,Garrett'sDesertInn,andDancingGroundoftheSunBedandBreakfast.ThanksinparttothesuccessofagrowingrelationshipwithHeritageHotels,12localaccommodationsnowofferdealsspecificallyforvisitorsbookingworkshopsthroughSFCT.Part1TheWebsitesantafecreativetourism.orgPart2ArtistProfessionalTrainingWorkshopsPart3HospitalityParticipation
Part4InternationalParticipation/UNESCO
Part5ArtistSurvey(s)Part6Testimonials
Part1TheWebsitesantafecreativetourism.org/santafe.org
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SFCTswebsite(www.santafecreativetourism.org),originallycreatedforthe2008SantaFeInternationalConferenceonCreativeTourism,isnowbeingutilizedasaplatformforcreatingdirectconnectionsbetweenvisitorsandartists.Sincefall2009,thewebsitehasbeendirectlylinkedtogeneratingover$297,000inworkshopssales,artworksold,androomnightsatparticipatinglodgingproperties.SFCTpromotescreativetourismexperiencesthroughwebbasedmarketing,includinglinkbuilding,contentcreation,calendarlistingsandutilizingsocialmediaplatforms.Creativeexperienceofferingsonthewebsitecovertheentireartisticspectrumfromtraditionalartsandcraftssuchastinsmithingandquiltingtothemostcuttingedgemodernartformslikevirtualsculptureand3Dmodelingfromperformanceartslikedanceandtheatretoeverymannerofvisualartfromtheincreasinglypopularfieldofculinaryartstoancientholisticpracticessuchasyogaandayurveda.Classpricesvarybymediumandduration,rangingfrom$25toover$2,000.Allclassreservationsarebookeddirectlywiththeartist.Thewebsitehasseenasteadyincreaseinvisitorsthroughouttheyear,totaling67,326sessionscomposedof55,317userswhichcontributedto135,469pageviewsthroughouttheyearand2,824directlinkclickstoartistandpartnerwebsites.From2014to2015alone,participatingartistshavereported$79,528indirecteconomicbenefit,basedon23.3%ofparticipantsreporting.Thistotalincludestheannualmonthlongevent,DIYSantaFe,whichtookplaceinMarch2014(seePart3HospitalityParticipation).Table2Workshopandartsaleearnings,numberofindividualandorganizationslistedonwebsite,andwebsitetraffic,bymonth.
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Month WorkshopSales* WebsiteVisits
Jul2014 $3,822
Aug2014 $4,841
Sep2014 $6,901
Oct2014 $13,221
Nov2014 $5,988
Dec2014 $8,847
Jan2015 $4,055
Feb2015 $2,991
Mar2015 $14,385
Apr2015 $2,944
May2015 $5,641
Jun2015 $5.892
Total $69,985
(*Note:WorkshopSalesrepresentsinformationreportedonavoluntarybasisthroughmonthlysurveyssentto~200artistsandorganizationslistingonsantafecreativetourism.org.)
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PlanetaryPoetry,mixedmediabySandraDuranWilson.SandraDuranWilson.
Additionally,sinceJuly2013,SFCThascollaboratedwithmorethan60artists,artsorganizations,andworkshopparticipantstoproduceoriginalpromotionalcontentforworkshopsandeventslistedatsantafecreativetourism.org.Suchcontentincludesartistinterviews,featurestories,artreviews,workshoptestimonials,andartistsubmittedblogposts,protips,updates,andmore.TheobjectiveofthesevariousfeatureswastogiveSFCTsaudience(i.e.,potentialworkshopparticipantsandSantaFe
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visitors)moreinsightintothecommunityofartistsandorganizationsavailabletotheminSantaFe,providingthemnotonlywithalltheymighthopetoknowaboutanindividualartistwithwhomtheymightwork,butalsopaintthebroaderpictureofincredibleculturalandartisticdiversityandtalentthathasgrownandbeenfosteredinSantaFeandthroughoutnorthernNewMexico.AllcontentispostedontheSFCTblog(23pieces/week)andfeaturedonvarioussocialmediapages(Facebook,Twitter,Pinterest),withselectpiecesmentionedorhighlightedinmonthlynewsletters.SantaFe.orgTheSFCTwebsitealsoprofitsfromamutuallybeneficialrelationshipwiththeCityofSantaFesConventionandVisitorsBureauwebsite,www.santafe.org.Theeventcalendaratsantafe.orgregularlylistssingledayandongoingeventsorginallypostedatsantafecreativetourism.org,andsantafe.orgisabletolisteventsconcerningSFCTartistsbutwhichareotherwiseineligibleforinclusionontheSFCTcalendareventssuchasgalleryopenings,artsales,exhibitions,etc.Part2ArtistProfessionalTrainingWorkshopsTheCityofSantaFeArtsCommission&SantaFeCreativeTourismhostanannualseriesofArtistProfessionalTrainingCoursestoeducateandassistartistsintheircareers.AlleventstakeplaceattheSantaFeCommunityGallery,locatedat201WestMarcyStreet,insidetheSantaFeCommunityConventionCenter.Thesetrainingsincludesfreebusinessdevelopmenteducationforartiststhroughaseriesofclasses.Contentwaspresentedtothe178totalattendeesusingacombinationoflecturesanddemonstrations.
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SoulArtwithStedeBarber.StedeBarber.
ProfessionalTrainingWorkshopsOverview/Spring2015
AssemblinganEffectivePressPacketwithCreativeMarketing
Materials,SaraShrefflerEyestone
SmallBusiness/EntrepreneurialLoans,ACCION
ShamelessSelfPromotion,BetteBradbury
IntroductiontoCreativeTourism
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HarnessingSocialMedia:Facebook,Twitter,Pinterest,andGooglePlus
SlideShow2.0:PromotingYourWorkwithDigitalVideo(specificclassesforMacandPCusers,respectively)
UtilizingtheCaFETMWebsite,MichelleLaFlammeChilds,NewMexicoArts
RealityCheckandTipsforArtists,BetteBradbury,WESST
ArtistsasEntrepeneur:TheTopLegalandBusinessMistakesto
AvoidasanArtist,TaliaKosh,TheBennettFirm
SelfPublishingPossibilities,JerryWellman&Matthew
ChaseDaniel,AxleContemporaryPart3HospitalityParticipationTakingplaceinMarch2015,DIYSantaFe:ACreativeTourismJourneygivesgroups,multigenerationalfamilies,couples,andindividualsthechancetospendallorpartofavacationtakingworkshopsfromexperiencedartistsandartisans.Workshopshaveincluded:SharonCandelarioteachingadayoftraditionaltinworkintheVillageofChimayo,glassbeadmakingatDonnaNovaDesign,afourdayphotographicexplorationofthenorthernNewMexicopeople,landscape,andarchitecturewithphotographerCraigVarjabedian,Japanesepapermaking,intricateeggdecoratinginSouthwesternmotifs,spinningwool,silkpainting,abstractpainting,andprintmaking.
Participatingartistsofferworkshopsandclassesattheirhomesorstudios,throughoutMarch.Marchvisitorsenjoyedspecialratesonaccommodation
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atselectlocations,including:TheLodgeatSantaFe,HotelSt.Francis,HotelChimayo,CasaCumaBedandBreakfast,TwoCasitasVacationRentals,TheInnandSpaatLoretto,BishopsLodgeandvariousguesthouserentals.Specialsocialmediadrivencontests,sweepstakes,andgiveawayshelptopromoteDIYevents,withparticipatingartistsandHeritageHotelsprovidingfreeworkshopsandlodgingforwinningentries.Entriescameinfromalloverthecountry,withwinnerscomingfromTexas,Kentucky,andMinnesota.Sinceitsinception,theMarcheventhascontributedatotalof$69,314inearnedrevenueforartistsandparticipatingaccommodations($20,763in2012$20,099in2013,$14,067in2014,$14,385in2015).Part4InternationalParticipation/UNESCOSantaFes2005selectiontotheUNESCOCreativeCitiesNetworkhasgreatlyincreasedthecitysvisibilitynotjusttotourists,buttootherplaceslookingtodevelopcreativetourismprogramsoftheirown.Inaddition,SantaFesmembershipintheNetworkhasfosteredopportunitiesforparticipationinexhibitionsandfestivalsaroundtheworld.
MembershipintheNetworkhasprovidedSantaFetheopportunitytobecomealeaderintheevolutionofCreativeTourism.SFCThasbecomeaflagshipCreativeTourisminitiativeintheU.S.,andcontinuestopresentitsmodeltocountriesaroundtheworld.OneoftheUNESCOCreativeCitiesNetworksnewestmembers,Nassau,theBahamas,beganitscreativetourisminitiative,CreativeNassau,in2008afterPamBurnsideandherlatehusband,JacksonBurnsideIII,attendedSantaFes2008InternationalConferenceonCreativeTourism.JustasSantaFehasservedasasuccessful
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creativetourismmodelfortheBahamas,CreativeNassauaimstoprovidethesamemodelforothernationsintheCaribbeaninthehopesofbuildingasustainabletourismindustrythroughouttheregion.Additionally,SFCThasbeenabletodevelopandfosteranongoingrelationshipwithElenaPaschinger,oneofthekeydevelopersbehindCreativeTourismAustria(www.kreativreisen.at),aswellasthecuratorofthebilingualcreativetourismblogwww.creativelena.com,willfeatureSantaFeinhertravelbookinprogress,TheCreativeTravelersHandbook.Ms.PaschingervisitedSantaFeintheNovember2014andattendedworkshopswithseveralartistsandorganizationsthroughSFCT,includingStevenBundy,theSantaFeSchoolofCooking,LisadeSt.Croix,JaneShoenfeld,andmanymore.Ms.PaschingersexperienceswiththeseSantaFeartistsaredetailedonherblogatwww.creativelena.com.Part5ArtistSurvey(s)
SFCTsstandardreportingeffortsarelimitedtoeconomicbenefitthatcanbetraceddirectlytotheprogramswebsite,andwhiletheinformationgatheredprovidesausefulglimpseintotheprogramseffectiveness,italsocannotcapturethecompletepicture.Sincetheprogramsinception,artistreportinghasaveragedaround20%,meaningagreatdealofdatagoesuncollected.Furthermore,manyreportingartistsandorganizationsstillfailtogatheraccuratemarketingdata,suchaswheretheirstudentscomefrom,howtheyfindtheirworkshops,etc.ThusthecontinuedeffortsoftheCityofSantaFeArtsCommissionandSFCTtoreachandeducatemorelocalartiststhrough
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theProfessionalTrainingSeries(Part2)remainessentialforaclearerunderstandingofthefullimpactSFCT,artists,andarteducationhaveonthelocaleconomy.
ChimayoBlueGate.DavidHoptman.
Part6Testimonials
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SantaFeCreativeTourismhasbeensignificantlyimportanttomybusiness.Infact,withoutSantaFeCreativeTourism,Iwouldn'thaveearnedabout$4,000lastyearand$3,000todatethisyearformypaintingworkshops.Allofthestudentswhohaveenrolledinmyworkshopsfoundmethrough
SantaFeCreativeTourism,therefore,Iwouldn'thaveearnedthisincomewithoutthesite.Ialsohadtheopportunitytoexhibitmyworkinashowentitled"Engage,"inwhichsevenotherSantaFeCreativeTourismartistswhoofferworkshopsalsodisplayedtheirart.SantaFeCreativeTourisminterviewedmeandwroteawellwrittenandinterestingarticleaboutmywork.Teachingartworkshopshasbeenimportantformybusinesssincepaintingsaleshavesloweddown,soIameternallygratefulfortheCityofSantaFesupportingartistslikeme.Whenitcomestimeformetopaymygrossreceiptstaxes,IhappilydoitbecauseIwouldn'thavemadethatmoneywithoutSantaFeCreativeTourism.ThankyouforyoursupportofSantaFeartists!AndreaCermanski,artist
SantaFeCreativeTourismhashelpedtogetthewordoutaboutmybusinessinsomanyways.Theydothiswithinnovativemarketing,upkeeponthewebsite,andcontinualpromotionalhelpintheform
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ofpublishedinterviews,andmarketinglectures.Bestofall,Iseethat,ingeneral,theyarepassionateaboutsupportingtheworkofartistsinwordsanddeeds.SantaFeisabettertownforhavingthiskindofcollaborationbetweenartistsandthecity.ElizabethMesh,Owner,NewMexicoArtistforHire
Ihavebeenincludedonthiswebsiteforoverayearnowandbecauseofthisaddedexposureandtheadditionaladvertisingthissitehasgivenmeandmyservices,mybottomlinehasseenan
increaseandinterestinmyserviceshasseenanuptickinemailsandphonequestions.IhopethatthecitywillalwaysseethebenefitsthattheSantaFeCreativeTourismpeopleprovidetotheartistsofthisarea.StevenBundy,Owner,StevenBundyPhotographyTours
SantaFeCreativeTourismhasbeenagreatresourceforme.SigningupwasveryefficientandIreceivedpromptrepliestomyquestions.Thewebsiteisthoughtfullydesignedandwellmaintained.ThelectureserieswasveryinformativeandIamalreadybenefitingfromwhatIlearned.
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Sofar,Ihaveheldtwoworkshopsforoutofstatevisitorswhofoundmeonthesite.WhiletheseworkshopswerenotwhatIhadadvertised,Iwasableandwillingtocreatecustomclassestofitthetourists'wishesandtimeframes.AlthoughIhaveaspacetoholdmyworkshops,IthinkmoretouristswouldparticipateiftherewereacentrallylocatedspaceinSantaFewhereartistscouldholdclasses.Itcouldevenbeanindooroutdoorspace.Also,howaboutaninformationtentinsomeoftheeventsheldatthePlaza?Artistscouldvolunteerfordifferenttimeslotstobethereandhaveachancetopromoteourselvesaswellasthewholeprogram.Thankyouforhelpingtopromotetheartstourism!Andrea'Ani'Lozano,Owner,ArtofLivingWorkshops
"SantaFeCreativeTourismisawonderfulserviceforSantaFeartists.Ihavemetmanyoutstandingvisitorsthroughthisconnectiontomycreativityworkshops.Ihavealsobenefittedfromtheclassesandgreatly
appreciatethem."ShirleyCrow,artist
"Iamverypleasedwiththesupportforartistsandartteachersthatisofferedby
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SantaFeCreativeTourism.IjustattendedaclassonmakingmoviesusingthePCandthemoviemakerprogram,thatwassponsoredbySFCT,taughtbyChrisandheldattheCommunityGalleryintheConventionCenter.Itwasextremelyhelpful.IalsoreallyappreciatetheopportunitytobeinterviewedbyLukeFanninandhaveusedthatinterviewaspartofmypublicityformyartexhibitions.SantaFeCreativeTourismofferswonderfulandvariedopportunitiestovisitorswhoexpectsomethingdifferentwhentheycometoSantaFe.Alloftheartistshere,whoarealsoteachers,includingmyself,alsobenefiteconomicallyandcreativelyfromtheseofferings.MywebsiteARTADVENTURESINTHESW/SKETCHINGANDPAINTINGSANTAFE(www.skyfields.net)firstwentonlineover15yearsago.SantaFeCreativeTourismhasbeenverysupportive."JaneShoenfeld,artist
ParticipatinginSantaFeCreativeTourismprovidesthevisitorwithatruehandsonexperienceofSantaFeculturalflavor.Asformyself(aspinner/weaver),itlinksthegallery/museumvisittotheOriginof
Craft.LianeBrown,artist
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IcantthankyouenoughforthebreadthanddepthofhelpyouoffertotheartcommunitythroughCreativeTourism.TheCreativeTourismprogramshavehelpedmeasaprofessionalartistthroughinformationonthebusinessendofthearts,webbuilding,socialmedia,taxesand
recordkeepingtonamebutafew.Ithasbeenabooninsomanyways.Hereisbutonebriefexample.AfteraninformativesessionbyCreativeTourismonPR,IsharedthisinformationwithSantaFeStudioTour2013.Asaresult,insteadofjustlocalnewsannouncements,theSFSTexpandedourPRtoincludeallofNewMexicossurroundingstatesplusCalifornia.NextyearwewillexpandourPRevenfarther.Additionally,nowthatIhavelearnedaboutemailnewsletterservicesfromaSFCTpresentation,nextyearwealsoplantosetupSantaFeStudioTourhotelspecialsandtargettravelagentsandtraveleditorsallovertheUS.TheCreativeTourismprogramsandconsultingisonereasonwhySantaFemaintainsitsstatusasoneofthepremierworldclassmeccasforthearts.Thankyouforsupportingthisinvaluableprogram.ThankyoualsoforunderstandingtheimportanceofthemanywaysthatSFCTbenefitsourCityDifferent.CarolHorigan,artist
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IhavebeengrowingmyintuitivepaintingandcreativitycoachingbusinessinSantaFeforoverfouryearsandinthelastyearandahalfthatIhavebeenpartofSantaFeCreativeTourismmybusinesshas
finallybecomefinanciallysustainableandsuccessful.MypaintingworkshopsareoftenhalffullofpeoplewhohavediscoveredmeviatheSFCreativeTourismwebsite.Someoftheseparticipantsmakeitapointtoworkwithmeseasonallyandrepeatedly,havingfoundwhattheywerelookingforinSantaFeasacreativeexperience.Iregularlybringinmorethan$500/monthandattimesover$1000inamonthduetoSFCreativeTourism.Alongwithtourists,IhavenewlyrelocatedSantaFeansfindingmeandmyclassesinthiswayaswell.CurrentlyabigpartofmybusinessplannowincludesmarketingthroughSantaFeCreativeTourism.IfeelIhavefoundmynichemarketinthisway:peoplelookingtolivebiggermorecreativeliveswhohavetheincometospendonindividualcoachingsessions,andgroupworkshops.JulieClaire,artist,creativitycoach
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