city of santa fe creative tourism 2014/2015 report
DESCRIPTION
Santa Fe Creative Tourism (SFCT), a program of the City of Santa Fe Arts Commission, is an economic initiative designed to provide artists and arts businesses with the means to develop and promote workshops and other hands-on educational experiences.TRANSCRIPT
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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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