CityofSantaFeCreativeTourism

2014/2015Report

Preparedby

TheCityofSantaFeArtsCommission
&
B.E.HaniflandAssociates

TheCityofSantaFeArtsCommission
201WestMarcyAvenue
P.O.Box909
SantaFe,NM87504
Ph:(505)9556707
http://santafecreativetourism.org/

TheOriginofSantaFeCreativeTourism

SantaFeCreativeTourism(SFCT),aprogramoftheCityofSantaFeArts
Commission,isaneconomicinitiativedesignedtoprovideartistsandarts
businesseswiththemeanstodevelopandpromoteworkshopsandother
handsoneducationalexperiences.Theseactivitiesestablishincentivefor
newandreturningvisitorstocomeandexperienceSantaFesuniquearts
andculture.Inordertodevelopmutuallybeneficialrelationshipsbetween
theexistingartsandtourisminfrastructures,theprogramseekspartnerships
andcollaborationswiththehospitalityindustryandotherentitiesthroughout
thecommunity.TheArtsCommissionformedSFCTasaresultoftheCity
ofSantaFes2005appointmenttotheUnitedNationsEducational,
Scientific,andCulturalOrganizations(UNESCO)CreativeCitiesNetwork,
andtheprogramcontinuestobuilduponthesuccessful2008International
ConferenceonCreativeTourismheldinSantaFebyfosteringthe
developmentofthiscreativetourisminfrastructure.

SantaFeCreativeTourismToday

UNESCOdefinescreativetourismastraveldirectedtowardanengaged
andauthenticexperience,withparticipativelearninginthearts,heritage,or
specialcharacterofaplace.Sinceitsinception,SFCThasbeenconnecting
artistsandbusinesseswithtouristsusingdigitalmediamarketingaswellas
moretraditionalformsofpromotion.Throughthedevelopmentof
workshops,classes,demonstrations,andthemeanstomarketthem,SFCT
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providesartistsandbusinesseswithskillstogrowtheirshareofthemarket,
contributingtoanimportantparadigmshiftinthetourismindustry.

EconomicBenefitForArtists

Table1

ReportedEconomicBenefitbyYear

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%

Artistsandartsbusinessesprovidingcreativetourismexperiencessubmit
listingstoSFCTsprojectmanagersforinclusiononthewebsite,social
mediapostings,calendarlistings,andotherformsofonlineandtraditional
marketing.ThelistofexperiencesavailablethroughSFCTcontinuesto
growwitheachpassingyear:withadirectoryofover200participating
artistsoffering230workshops,therehavebeenmorethan500calendar
eventsinthelastyearalone.Theseworkshopshaveaccountedfor
nearly
$80,000

indirecteconomicbenefitforartists,comparedtojustunder
3

$84,000ayearagoand$63,000theyearbeforethat.Intotal,theprogram
hasgeneratedover
$297,000

inreportedincomeforparticipantssince2010.

CastPaperWorkshopwithJacquelineMallegni,PaperRainStudio
.JacquelineMallegni

AsofJune2015,over
500
peoplehaveparticipatedinbusinessdevelopment
classesand/orreceivedpersonalizedconsultationtodevelopcreativetourism
programming.Curriculumhasincludedprojectmanagement,newwebsite
andblogdevelopment,contentdevelopmentforexistingwebsites,building
onlinevisibility,developingsocialmediapresence,andimproving
visitorengagementskills.Throughthebusinessdevelopmentprogram,
artistsbecomeacquaintedwithSantaFesevergrowingartsandbusiness
networkswhileacquiringtheskillsnecessarytobuildengagementwith
potentialvisitors.Thisincreasestheirabilitytoidentifyandcultivatenew
4

businessrelationships,strengthenexistingrelations,andincreaserevenue
streams.Artistswhohavestruggledtofindenoughstudentstoforeven
infrequentworkshopofferingsinthepastarenowaddingmultiple
workshopseachmonth.

Finally,directqueriestothewebmasterindicatethatindividualsfromall50
statesandaroundtheworldareinquiringaboutandplanningtraveltoSanta
Fespecificallytoparticipateinthesecreativetourismexperiences.Hotel
partnersandartistsreportthatvisitorsarestayingatSantaFehotels,eating
atlocalrestaurants,andshoppingatthevariousartsupplystores.According
toartistreports,workshopparticipantshavestayedatTenThousandWaves,
HotelSantaFe,InnoftheAnasazi,TheInnandSpaatLoretto,theEldorado
Hotel,LaFonda,Garrett'sDesertInn,andDancingGroundoftheSunBed
andBreakfast.Thanksinparttothesuccessofagrowingrelationshipwith
HeritageHotels,12localaccommodationsnowofferdealsspecificallyfor
visitorsbookingworkshopsthroughSFCT.

Part1TheWebsitesantafecreativetourism.org
Part2
ArtistProfessionalTrainingWorkshops
Part3HospitalityParticipation

Part4
InternationalParticipation/UNESCO

Part5ArtistSurvey(s)
Part6Testimonials

Part1TheWebsite
santafecreativetourism.org/santafe.org

SFCTswebsite(
www.santafecreativetourism.org
),originallycreatedforthe
2008SantaFeInternationalConferenceonCreativeTourism,isnowbeing
utilizedasaplatformforcreatingdirectconnectionsbetweenvisitorsand
artists.Sincefall2009,thewebsitehasbeendirectlylinkedtogenerating
over

$297,000

inworkshopssales,artworksold,androomnightsat
participatinglodgingproperties.

SFCTpromotescreativetourismexperiencesthroughwebbasedmarketing,
includinglinkbuilding,contentcreation,calendarlistingsandutilizing
socialmediaplatforms.Creativeexperienceofferingsonthewebsitecover
theentireartisticspectrumfromtraditionalartsandcraftssuchas
tinsmithingandquiltingtothemostcuttingedgemodernartformslike
virtualsculptureand3Dmodelingfromperformanceartslikedanceand
theatretoeverymannerofvisualartfromtheincreasinglypopularfieldof
culinaryartstoancientholisticpracticessuchasyogaandayurveda.Class
pricesvarybymediumandduration,rangingfrom$25toover$2,000.All
classreservationsarebookeddirectlywiththeartist.

Thewebsitehasseenasteadyincreaseinvisitorsthroughouttheyear,
totaling67,326sessionscomposedof55,317userswhichcontributedto
135,469pageviewsthroughouttheyearand2,824directlinkclickstoartist
andpartnerwebsites.From2014to2015alone,participatingartistshave
reported
$79,528
indirecteconomicbenefit,basedon23.3%ofparticipants
reporting.Thistotalincludestheannualmonthlongevent,DIYSantaFe,
whichtookplaceinMarch2014(seePart3HospitalityParticipation).

Table2
Workshopandartsaleearnings,numberofindividualand
organizationslistedonwebsite,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:
WorkshopSalesrepresentsinformationreportedonavoluntarybasisthrough
monthlysurveyssentto~200artistsandorganizationslistingon
santafecreativetourism.org
.)


PlanetaryPoetry
,mixedmediabySandraDuranWilson.SandraDuranWilson.

Additionally,sinceJuly2013,SFCThascollaboratedwithmorethan60
artists,artsorganizations,andworkshopparticipantstoproduceoriginal
promotionalcontentforworkshopsandeventslistedat
santafecreativetourism.org
.Suchcontentincludesartistinterviews,feature
stories,artreviews,workshoptestimonials,andartistsubmittedblogposts,
protips,updates,andmore.Theobjectiveofthesevariousfeatureswasto
giveSFCTsaudience(i.e.,potentialworkshopparticipantsandSantaFe
8

visitors)moreinsightintothecommunityofartistsandorganizations
availabletotheminSantaFe,providingthemnotonlywithalltheymight
hopetoknowaboutanindividualartistwithwhomtheymightwork,but
alsopaintthebroaderpictureofincredibleculturalandartisticdiversityand
talentthathasgrownandbeenfosteredinSantaFeandthroughoutnorthern
NewMexico.AllcontentispostedontheSFCTblog(23pieces/week)and
featuredonvarioussocialmediapages(Facebook,Twitter,Pinterest),with
selectpiecesmentionedorhighlightedinmonthlynewsletters.

SantaFe.org

TheSFCTwebsitealsoprofitsfromamutuallybeneficialrelationshipwith
theCityofSantaFesConventionandVisitorsBureauwebsite,
www.santafe.org
.Theeventcalendarat
santafe.org
regularlylistssingleday
andongoingeventsorginallypostedat
santafecreativetourism.org
,and
santafe.org
isabletolisteventsconcerningSFCTartistsbutwhichare
otherwiseineligibleforinclusionontheSFCTcalendareventssuchas
galleryopenings,artsales,exhibitions,etc.

Part2
ArtistProfessionalTrainingWorkshops

TheCityofSantaFeArtsCommission&SantaFeCreativeTourismhostan
annualseriesofArtistProfessionalTrainingCoursestoeducateandassist
artistsintheircareers.AlleventstakeplaceattheSantaFeCommunity
Gallery,locatedat201WestMarcyStreet,insidetheSantaFeCommunity
ConventionCenter.Thesetrainingsincludesfreebusinessdevelopment
educationforartiststhroughaseriesofclasses.Contentwaspresentedtothe
178totalattendeesusingacombinationoflecturesanddemonstrations.
9

SoulArtwithStedeBarber.
StedeBarber.

ProfessionalTrainingWorkshopsOverview/Spring2015

AssemblinganEffectivePressPacketwithCreativeMarketing
Materials,SaraShrefflerEyestone
SmallBusiness/EntrepreneurialLoans,ACCION
ShamelessSelfPromotion,BetteBradbury
IntroductiontoCreativeTourism
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 HarnessingSocialMedia:Facebook,Twitter,Pinterest,andGoogle
Plus
SlideShow2.0:PromotingYourWorkwithDigitalVideo(specific
classesforMacandPCusers,respectively)
TM
UtilizingtheCaFE
Website,MichelleLaFlammeChilds,New
MexicoArts
RealityCheckandTipsforArtists,BetteBradbury,WESST
ArtistsasEntrepeneur:TheTopLegalandBusinessMistakesto
AvoidasanArtist,TaliaKosh,TheBennettFirm
SelfPublishingPossibilities,JerryWellman&Matthew
ChaseDaniel,AxleContemporary

Part3HospitalityParticipation

TakingplaceinMarch2015,DIYSantaFe:ACreativeTourismJourney
givesgroups,multigenerationalfamilies,couples,andindividualsthe
chancetospendallorpartofavacationtakingworkshopsfromexperienced
artistsandartisans.Workshopshaveincluded:SharonCandelarioteachinga
dayoftraditionaltinworkintheVillageofChimayo,glassbeadmakingat
DonnaNovaDesign,afourdayphotographicexplorationofthenorthern
NewMexicopeople,landscape,andarchitecturewithphotographerCraig
Varjabedian,Japanesepapermaking,intricateeggdecoratingin
Southwesternmotifs,spinningwool,silkpainting,abstractpainting,and
printmaking.

Participatingartistsofferworkshopsandclassesattheirhomesorstudios,
throughoutMarch.Marchvisitorsenjoyedspecialratesonaccommodation
11

atselectlocations,including:TheLodgeatSantaFe,HotelSt.Francis,
HotelChimayo,CasaCumaBedandBreakfast,TwoCasitasVacation
Rentals,TheInnandSpaatLoretto,BishopsLodgeandvariousguesthouse
rentals.Specialsocialmediadrivencontests,sweepstakes,andgiveaways
helptopromoteDIYevents,withparticipatingartistsandHeritageHotels
providingfreeworkshopsandlodgingforwinningentries.Entriescamein
fromalloverthecountry,withwinnerscomingfromTexas,Kentucky,and
Minnesota.Sinceitsinception,theMarcheventhascontributedatotalof
$69,314
inearnedrevenueforartistsandparticipatingaccommodations
($20,763in2012$20,099in2013,$14,067in2014,$14,385in2015).

Part4InternationalParticipation/UNESCO

SantaFes2005selectiontotheUNESCOCreativeCitiesNetworkhas
greatlyincreasedthecitysvisibilitynotjusttotourists,buttootherplaces
lookingtodevelopcreativetourismprogramsoftheirown.Inaddition,
SantaFesmembershipintheNetworkhasfosteredopportunitiesfor
participationinexhibitionsandfestivalsaroundtheworld.

MembershipintheNetworkhasprovidedSantaFetheopportunityto
becomealeaderintheevolutionofCreativeTourism.SFCThasbecomea
flagshipCreativeTourisminitiativeintheU.S.,andcontinuestopresentits
modeltocountriesaroundtheworld.OneoftheUNESCOCreativeCities
Networksnewestmembers,Nassau,theBahamas,beganitscreative
tourisminitiative,CreativeNassau,in2008afterPamBurnsideandherlate
husband,JacksonBurnsideIII,attendedSantaFes2008International
ConferenceonCreativeTourism.JustasSantaFehasservedasasuccessful
12

creativetourismmodelfortheBahamas,CreativeNassauaimstoprovide
thesamemodelforothernationsintheCaribbeaninthehopesofbuildinga
sustainabletourismindustrythroughouttheregion.

Additionally,SFCThasbeenabletodevelopandfosteranongoing
relationshipwithElenaPaschinger,oneofthekeydevelopersbehind
CreativeTourismAustria
(
www.kreativreisen.at
)
,aswellasthecuratorof
thebilingualcreativetourismblog

www.creativelena.com
,willfeatureSanta
Feinhertravelbookinprogress,
TheCreativeTravelersHandbook
.Ms.
PaschingervisitedSantaFeintheNovember2014andattendedworkshops
withseveralartistsandorganizationsthroughSFCT,includingSteven
Bundy,theSantaFeSchoolofCooking,LisadeSt.Croix,JaneShoenfeld,
andmanymore.Ms.PaschingersexperienceswiththeseSantaFeartistsare
detailedonherblogat
www.creativelena.com
.

Part5

ArtistSurvey
(s)

SFCTsstandardreportingeffortsarelimitedtoeconomicbenefitthatcanbe
traceddirectlytotheprogramswebsite,andwhiletheinformationgathered
providesausefulglimpseintotheprogramseffectiveness,italsocannot
capturethecompletepicture.Sincetheprogramsinception,artistreporting
hasaveragedaround20%,meaningagreatdealofdatagoesuncollected.
Furthermore,manyreportingartistsandorganizationsstillfailtogather
accuratemarketingdata,suchaswheretheirstudentscomefrom,howthey
findtheirworkshops,etc.ThusthecontinuedeffortsoftheCityofSantaFe
ArtsCommissionandSFCTtoreachandeducatemorelocalartiststhrough
13

theProfessionalTrainingSeries(Part2)remainessentialforaclearer
understandingofthefullimpactSFCT,artists,andarteducationhaveonthe
localeconomy.

Part6Testimonials
14

ChimayoBlueGate.
DavidHoptman.


SantaFeCreativeTourismhasbeen
significantlyimportanttomybusiness.In
fact,withoutSantaFeCreativeTourism,I
wouldn'thaveearnedabout$4,000lastyear
and$3,000todatethisyearformypainting
workshops.Allofthestudentswhohave
enrolledinmyworkshopsfoundmethrough
SantaFeCreativeTourism,therefore,Iwouldn'thaveearned
thisincomewithoutthesite.Ialsohadtheopportunityto
exhibitmyworkinashowentitled"Engage,"inwhichseven
otherSantaFeCreativeTourismartistswhoofferworkshops
alsodisplayedtheirart.SantaFeCreativeTourisminterviewed
meandwroteawellwrittenandinterestingarticleaboutmy
work.Teachingartworkshopshasbeenimportantformy
businesssincepaintingsaleshavesloweddown,soIam
eternallygratefulfortheCityofSantaFesupportingartistslike
me.Whenitcomestimeformetopaymygrossreceiptstaxes,
IhappilydoitbecauseIwouldn'thavemadethatmoney
withoutSantaFeCreativeTourism.Thankyouforyour
supportofSantaFeartists!
AndreaCermanski,artist

SantaFeCreativeTourismhashelpedtogetthe
wordoutaboutmybusinessinsomanyways.They
dothiswithinnovativemarketing,upkeeponthe
website,andcontinualpromotionalhelpintheform
15

ofpublishedinterviews,andmarketinglectures.Bestofall,I
seethat,ingeneral,theyarepassionateaboutsupportingthe
workofartistsinwordsanddeeds.SantaFeisabettertownfor
havingthiskindofcollaborationbetweenartistsandthecity.
ElizabethMesh,Owner,NewMexicoArtistforHire

Ihavebeenincludedonthiswebsitefor
overayearnowandbecauseofthis
addedexposureandtheadditional
advertisingthissitehasgivenmeandmy
services,mybottomlinehasseenan
increaseandinterestinmyserviceshasseenanuptickinemails
andphonequestions.Ihopethatthecitywillalwaysseethe
benefitsthattheSantaFeCreativeTourismpeopleprovideto
theartistsofthisarea.
StevenBundy,Owner,StevenBundy
PhotographyTours

SantaFeCreativeTourismhasbeena
greatresourceforme.Signingupwasvery
efficientandIreceivedpromptrepliesto
myquestions.Thewebsiteisthoughtfully
designedandwellmaintained.Thelecture
serieswasveryinformativeandIam
alreadybenefitingfromwhatIlearned.

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Sofar,Ihaveheldtwoworkshopsforoutofstatevisitorswho
foundmeonthesite.WhiletheseworkshopswerenotwhatI
hadadvertised,Iwasableandwillingtocreatecustomclasses
tofitthetourists'wishesandtimeframes.

AlthoughIhaveaspacetoholdmyworkshops,Ithinkmore
touristswouldparticipateiftherewereacentrallylocatedspace
inSantaFewhereartistscouldholdclasses.Itcouldevenbean
indooroutdoorspace.Also,howaboutaninformationtentin
someoftheeventsheldatthePlaza?Artistscouldvolunteerfor
differenttimeslotstobethereandhaveachancetopromote
ourselvesaswellasthewholeprogram.Thankyouforhelping
topromotetheartstourism!
Andrea'Ani'Lozano,Owner,ArtofLivingWorkshops

"SantaFeCreativeTourismisawonderful
serviceforSantaFeartists.Ihavemetmany
outstandingvisitorsthroughthisconnection
tomycreativityworkshops.Ihavealso
benefittedfromtheclassesandgreatly
appreciatethem."

ShirleyCrow,artist

"Iamverypleasedwiththesupportfor
artistsandartteachersthatisofferedby
17

SantaFeCreativeTourism.Ijustattendedaclassonmaking
moviesusingthePCandthemoviemakerprogram,thatwas
sponsoredbySFCT,taughtbyChrisandheldatthe
CommunityGalleryintheConventionCenter.Itwasextremely
helpful.Ialsoreallyappreciatetheopportunitytobe
interviewedbyLukeFanninandhaveusedthatinterviewas
partofmypublicityformyartexhibitions.

SantaFeCreativeTourismofferswonderfulandvaried
opportunitiestovisitorswhoexpectsomethingdifferentwhen
theycometoSantaFe.Alloftheartistshere,whoarealso
teachers,includingmyself,alsobenefiteconomicallyand
creativelyfromtheseofferings.

MywebsiteARTADVENTURESINTHESW/SKETCHING
ANDPAINTINGSANTAFE(
www.skyfields.net
)firstwent
onlineover15yearsago.SantaFeCreativeTourismhasbeen
verysupportive."
JaneShoenfeld,artist

ParticipatinginSantaFeCreativeTourism
providesthevisitorwithatruehandson
experienceofSantaFeculturalflavor.Asfor
myself(aspinner/weaver),itlinksthe
gallery/museumvisittotheOriginof
Craft.
LianeBrown,artist

18

Icantthankyouenoughforthe
breadthanddepthofhelpyouofferto
theartcommunitythroughCreative
Tourism.TheCreativeTourism
programshavehelpedmeasa
professionalartistthroughinformation
onthebusinessendofthearts,web
building,socialmedia,taxesand
recordkeepingtonamebutafew.Ithasbeenabooninso
manyways.Hereisbutonebriefexample.Afteran
informativesessionbyCreativeTourismonPR,Isharedthis
informationwithSantaFeStudioTour2013.Asaresult,
insteadofjustlocalnewsannouncements,theSFSTexpanded
ourPRtoincludeallofNewMexicossurroundingstatesplus
California.NextyearwewillexpandourPRevenfarther.
Additionally,nowthatIhavelearnedaboutemailnewsletter
servicesfromaSFCTpresentation,nextyearwealsoplantoset
upSantaFeStudioTourhotelspecialsandtargettravelagents
andtraveleditorsallovertheUS.

TheCreativeTourismprogramsandconsultingisonereason
whySantaFemaintainsitsstatusasoneofthepremier
worldclassmeccasforthearts.Thankyouforsupportingthis
invaluableprogram.Thankyoualsoforunderstandingthe
importanceofthemanywaysthatSFCTbenefitsourCity
Different.
CarolHorigan,artist
19

Ihavebeengrowingmy
intuitivepaintingand
creativitycoachingbusiness
inSantaFeforoverfour
yearsandinthelastyear
andahalfthatIhavebeen
partofSantaFeCreative
Tourismmybusinesshas
finallybecomefinanciallysustainableandsuccessful.My
paintingworkshopsareoftenhalffullofpeoplewhohave
discoveredmeviatheSFCreativeTourismwebsite.Someof
theseparticipantsmakeitapointtoworkwithmeseasonally
andrepeatedly,havingfoundwhattheywerelookingforin
SantaFeasacreativeexperience.Iregularlybringinmore
than$500/monthandattimesover$1000inamonthduetoSF
CreativeTourism.Alongwithtourists,Ihavenewlyrelocated
SantaFeansfindingmeandmyclassesinthiswayaswell.
Currentlyabigpartofmybusinessplannowincludes
marketingthroughSantaFeCreativeTourism.IfeelIhave
foundmynichemarketinthisway:peoplelookingtolive
biggermorecreativeliveswhohavetheincometospendon
individualcoachingsessions,andgroupworkshops.
Julie
Claire,artist,creativitycoach

20