Industry Insider

City of Albuquerque Announces $1.5 Million for Tourism Recovery 

On March 23, Mayor Tim Keller attended a virtual meeting of Visit Albuquerque’s Board of Directors, where he announced a $1.5 million allocation to kick-start the post-COVID recovery of Albuquerque’s tourism industry. The funds will be used for marketing and advertising, putting Albuquerque on the map for the millions of Americans eager to vacation again as the nation’s pandemic restrictions become more conducive to travel. This new push for Albuquerque tourism also supports the ABQ Home for Life campaign, which targets remote workers, who can do their jobs from anywhere. 
 
Visit Albuquerque is working closely with the City, the Albuquerque Sunport and the Lodgers’ Tax Advisory Board to ensure effective implementation of marketing efforts. Messaging will position Albuquerque as a top destination for travelers seeking outdoor recreation, cultural experiences, and family-friendly events and attractions. Messages will be delivered via highly targeted digital advertising, high-impact print advertising, enticing social media content, strong media and public relations and targeted email messages. 

New Mexico Tourism Department Unveils Refresh of Brand

Earlier this month, the New Mexico Tourism Department (NMTD) unveiled a refresh of the New Mexico True brand in an effort to revitalize tourism for the state. The brand refresh includes a modernized “New Mexico True” logo and a new tagline “The Land of Enchantment,” replacing “Adventure that Feeds the Soul.” The goal of this refresh is to emphasize video storytelling, new direction and voice in the advertising creative and flexibility of usage across different channels. NMTD has begun transitioning to use of the new logo. Read the official press release here.  
 
NMTD is also preparing to open its FY22 Cooperative Marketing and Advertising Program. Through the program, the department partners with eligible entities (tourism-related non-profit organizations, local and tribal governments, e.g. counties and municipalities) that believe in NMTD’s mission, philosophies and strive to improve the quality of life in their communities. The deadline to take the Partner Priorities and Situation Assessment is Friday, April 23. To learn more about participating in the program click here. 

Shuttered Venue Operators Grant

Following technical difficulties that delayed its launch, the U.S. Small Business Administration is expected to open the application portal for the Shuttered Venue Operators Grant program later this month. The program makes $16.25 billion in grants available to shuttered venues, to be administered by the SBA’s Office of Disaster Assistance. It is available to concert venues, performing arts centers and theaters, as well as zoos, aquariums and museums that meet certain criteria. The venue must have experienced a decline in revenue of at least 25% between April 1, 2020, and Dec. 31, 2020, compared to the same period in 2019. SBA is administering these grants directly, and businesses will apply online on the SBA website. The grant amount is based on 45% of the employer’s gross revenue in 2019, up to $10 million. Businesses that received a Paycheck Protection Program (PPP) loan are now also eligible for the SVOG. Click here to register for an application portal account and to receive the most up-to-date information regarding the exact reopening date for the portal.

April 2021 Albuquerque Hotel Market Insights

Albuquerque’s hotel market occupancy* rate for the week of April 4-10, 2021, was 61.7% per STR. This represents a significant improvement from the same week one year ago when weekly hotel market occupancy fell to just 22.5%, and even two months ago, when occupancy remained under 50%. As reference points, the national hotel occupancy* rate for this week was 59.7%, and the Albuquerque occupancy* rate for the same week in 2019 was 73.3%. 

However, not all Albuquerque properties are experiencing this level of occupancy performance. When we segment the data by limited-service and full-service property types (see chart A to the right), it is clear that limited service properties are experiencing higher occupancies despite fewer temporary closures. The slower return of business transient and group meeting travel, as reflected in the variation between weekday** occupancy among limited (64.8%) and full (41.4%) service property types, plays a meaningful role in the disparity. Without significant growth in those areas of demand, some full-service properties may remain temporarily closed. 

*STR occupancy figures are calculated based on available, or open, rooms. Temporarily closed rooms are therefore not factored into the calculation and the volume of temporary closures has varied throughout the pandemic.
**Sunday through Thursday

Visit Albuquerque Attends Independent Planner Education Conference

From April 21-23, Senior National Sales Manager Clarissa Baca will represent Visit Albuquerque at the Independent Planner Education Conference (IPEC) in Louisville, Ky. IPEC is an exclusive event tailored to the unique needs of independent planners who are not associated with any third-party organizations such as HelmsBriscoe or Conference Direct. In addition to networking opportunities, Clarissa will participate in face-to-face sales appointments over the course of the three-day event.

Travel Writers Begin Returning to Albuquerque for Story Ideas

Visit Albuquerque was excited to welcome members of the travel media back to the city earlier this month for the first time in more than a year. We have noticed an increase in interest from travel writers in the past 30 days, a positive sign that demand for travel is also picking up, and we look forward to working with our Partners to highlight all there is to safely see and do in the city. With our Partners’ help, we are able to generate quality media coverage about Albuquerque. We recently received notable coverage from Big Blend Radio and great Instagram coverage from well-known influencer @atasteofkoko, and we will host additional travel writers for in-city visits next month. 

Visit Albuquerque Continues to Creatively Connect with Clients

The Visit Albuquerque sales team continues to find creative ways to introduce clients to Albuquerque within the current public health order constraints. Senior National Sales Manager Misty Jester recently conducted a virtual site visit of the Albuquerque Convention Center, Hyatt Regency Hotel and DoubleTree by Hilton Hotel with four members of the International Erosion Control Association (IECA) and their third party representative. IECA is considering Albuquerque and one other city for their February 2024 annual convention. This was IECA’s first virtual site experience, and it proved to be very successful.    

Share Your Love for Albuquerque and Its Businesses

Travel + Leisure 2021 World’s Best Awards
By sharing what you love about Albuquerque as part of the Travel + Leisure 2021 World’s Best Awards, you will be entered into a giveaway for a chance to win a dream trip for two worth $10,000! It’s simple to participate in the survey and enter the contest:

• Create a new account for the 2021 survey and answer a few questions about yourself.
• To share what you love about Albuquerque when asked about your travels over the past three years, select United States as the Region, New Mexico as the State, and then choose Cities as the Category.
• From there you will be able to select Albuquerque and comment on attributes such as food, culture and friendliness.
  • Hotel Chaco and Hyatt Regency Tamaya Resort & Spa are also finalists within the Hotels category, and you can share what you love about these properties by choosing “Hotels” in the Category selection.
• Be sure to vote by Monday, May 10, for your chance to win, and please share the survey link with your colleagues, friends and family!

Condé Nast Traveler's 2021 "Readers’ Choice'' Awards
Albuquerque and several of our Partners have been nominated for Condé Nast Traveler's 2021 "Readers’ Choice'' Awards! Voting is now live and you will have to create a login in order to vote, but every time you submit a completed rating for these awards, you’ll be entered to win a dream getaway for two. Albuquerque has been nominated under the “Cities” category. Additionally, the following properties have been nominated under the “Hotels & Resorts” and “Restaurants” categories. Be sure to vote by Monday, May 31, for your chance to win. Click here to vote now.

• Hotel Andaluz
• Hyatt Regency Albuquerque
• Hotel Parq Central
• Hotel Albuquerque at Old Town
• Sheraton Albuquerque Uptown
• Hotel Chaco
• Sandia Resort & Casino
• Apothecary Lounge
• The Grove Café & Market
   

Unbelievable Pass

Calling local brewery, entertainment and restaurant businesses to participate in a digital passport program developed to help local businesses with no cost to participate. The Unbelievable Pass will be the premier deals pass for Albuquerque and the perfect cure for cabin fever.

Email support@unbelievablepass.com for more information.