Industry Insider

November 2024

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That chill in the air means the holidays are quickly approaching. We hope you and your business experience a successful holiday season as the year begins to wind down. We’d like to take a moment to express our gratitude for all your work throughout the year, your partnership and your support.

We are grateful to all our Partners who joined us for our Annual Meeting a few weeks ago. During the event, we welcomed our new Chair of the Board, Ben Abruzzo, and expressed our thanks to outgoing Chair Michael Canfield for all his hard work, dedication and leadership. We are excited to work together to continue to innovate and improve the travel, tourism and hospitality industry in Albuquerque.

During the Annual Meeting, Visit Albuquerque unveiled the Destination Master Plan, a 10-year plan that outlines strategies for crafting compelling visitor experiences and elevating Albuquerque as a must-visit destination. Please see the below story for more information on the DMP and how you can get involved to make Albuquerque a better place.

Thank you for being a Visit Albuquerque Partner!

News

Visit Albuquerque Hosts Annual Meeting

About 400 industry leaders, organization partners and community members attended the official unveiling of the Destination Master Plan (see more info below) at Visit Albuquerque’s 2024 Annual Meeting on Nov. 12. During fiscal year 2024 (July 1, 2023 - June 30, 2024), Visit Albuquerque engaged in a broad range of marketing and sales campaigns designed to attract leisure travelers, meetings, sports events and group tours to our city. Highlights include:

The average hotel occupancy in Albuquerque was 65%, up from 64% in FY23.
Lodgers’ tax collected by the City of Albuquerque reached a record $19.2 million, 6% higher than FY23.
The city welcomed 237 meetings, conventions and sports events that were booked by Visit Albuquerque, representing 257,000 attendees and $81 million in estimated direct spending.
Visit Albuquerque booked 224 meetings, conventions and sports events for the future, representing 243,000 future attendees and $77 million in estimated future direct spending.
Earned media efforts resulted in 1,436 articles about Albuquerque, a 14% increase from the previous year. Those articles were equivalent to $259 million in publicity for the city, a 250% increase from FY23.
With additional funding provided by the Albuquerque Tourism Marketing District (ATMD), Visit Albuquerque was able to expand its advertising efforts into new markets, reach new audiences, and advertise year-round rather than seasonally. With the combined resources from lodgers’ tax and ATMD assessments, Visit Albuquerque’s FY24 advertising efforts generated more than 3 billion impressions for the first time in history, up 63% from the previous fiscal year.

In July 2024, Visit Albuquerque conducted a Marketing Effectiveness study to examine the impact of its FY24 leisure marketing efforts. Travelers in nine key markets were surveyed to determine if they recalled seeing Visit Albuquerque’s marketing, whether those messages influenced their opinions of Albuquerque, and whether they traveled to Albuquerque after being exposed to our marketing. The markets were Phoenix, Denver, Colorado Springs, Los Angeles, Houston, Dallas, Austin, El Paso and Amarillo.

More than one-third of those who had seen Visit Albuquerque’s marketing said they were interested in traveling to Albuquerque in the next 12 months, a full 10 points higher than those who had not seen our marketing.

The study estimated that nearly 4 million travelers in the nine target cities recalled seeing a Visit Albuquerque ad in FY24, resulting in more than 207,000 trips and approximately $105 million in direct spending. The return on ad spend was calculated at $20.66 to $1, meaning that every dollar spent on advertising generated nearly $21 in spending for the city.

During the Annual Meeting, Visit Albuquerque welcomed incoming Board of Directors Chair Ben Abruzzo, President of Sandia Peak Aerial Tramway. Abruzzo takes over the position from Michael Canfield, President & CEO of the Indian Pueblo Cultural Center and Indian Pueblos Marketing. Visit Albuquerque’s business partners in attendance also elected a slate of nominees to fill three open positions on the Board of Directors. Tom Garrity, President of The Garrity Group Public Relations; Mindy Jensen, Vice President of Sales and Marketing for Legacy Development & Management; and Nate Wells, General Manager of Hotel Albuquerque at Old Town, were elected to positions in the General Business and Hospitality/Accommodations categories, respectively.

Visit Albuquerque Releases Destination Master Plan

Recognizing the power of tourism to drive economic growth and enhance our quality of life, Visit Albuquerque has developed a 10-year Destination Master Plan (DMP) that outlines strategies for crafting compelling visitor experiences and elevating Albuquerque as a must-visit destination.

This plan, fueled by insights from over 2,300 stakeholders and extensive research by industry specialist JLL, will guide our efforts to establish Albuquerque as a premier destination in the Southwest. Through this DMP, we're committed to creating an environment where tourism, local businesses and the community thrive together.

Learn more about the Destination Master Plan and find out how you can play a role in making Albuquerque shine for visitors, residents, and local businesses.

We want you to be a part of our success in implementing this plan over the next 10 years!

We have 365 mornings each year to take 365 little actions that can lead to big change. Over 10 years, we have 3,650 mornings to make a difference. To bring the Destination Master Plan to life, we’re inviting you to join us in creating 3,650 mornings of impact for Albuquerque. Each of us can play a part in shaping Albuquerque’s future, one day at a time.

How to Participate:

Pick a Day: Choose any upcoming date in the next year — this will be your morning to take action for Albuquerque’s future.
Make a Commitment: Decide on an action, big or small, that you’ll take to support Albuquerque’s growth as a vibrant destination. Here are a few ideas:
-Organize a community clean-up

-Host an event to create a memorable experience for visitors

-Support a local business

-Share a positive Albuquerque message on social media
Share Your Pledge! Send us your date and commitment, or post a photo of your action and tag us with #3650Mornings and #TrueABQ. We’ll feature some of these pledges in future newsletters to keep the momentum going and inspire our community!

Together, we can create a future for Albuquerque that inspires visitors, strengthens our local businesses, and enriches our community. If you have any questions, please send them to DMP@VisitABQ.org.

Visit Albuquerque Wins Prestigious Awards

Visit Albuquerque was recently honored with multiple awards. The Visit Albuquerque team accepted the community leadership award at the Albuquerque Regional Economic Alliance’s 2024 505 Awards.

Members of Visit Albuquerque accept a 505 Award.

Visit Albuquerque won two New Mexico Hospitality Association TopHAT Awards. Our series of “Curious Explorer” video spots received the award for Best Broadcast Campaign. The campaign included three 15-second commercials and a 30-second commercial that began airing in target markets in January 2024. The spots highlight the city’s cuisine, outdoor recreation, attractions, and arts and culture. In addition, our social media coverage of events that took place throughout Albuquerque during the 2023 Balloon Fiesta won the TopHAT award for Best Social Media Campaign. By promoting activities ranging from the Greek Festival to the Rio Grande Arts and Crafts Fair, our posts encouraged Fiesta visitors to explore the city. Visit Albuquerque was a finalist in five TopHAT categories.

Members of Visit Albuquerque accept a TopHAT award.

Visit Albuquerque’s anthem video, a 3-minute video that highlights the best of the city, won a Rocky Mountain Emmy for short-form branded content. Visit Albuquerque worked with local film production company Inspirado to develop and produce the video. The Rocky Mountain Emmys are a division of the National Academy of Television Arts and Sciences and recognize excellence in television broadcast content produced in Arizona, New Mexico, Utah and El Centro, California. Watch the Emmy award-winning video below.

Attend an ACE Class to Improve Your Team’s Customer Service Skills and Knowledge of Albuquerque

Visit Albuquerque’s Albuquerque Community Experience (ACE) training program is designed to brush up your employees’ customer service skills and strengthen their knowledge about the city. Graduates of the program can answer guests’ questions about things to do and places to visit. The program also provides training on topics such as first impressions, effective communication and handling conflict. Graduates will receive a commemorative lapel pin and a certificate recognizing their completion of the program.

Don’t miss your chance to attend an upcoming class:

Dec. 12, 2024
10 a.m. to 1 p.m.
The Wheels Museum
1100 2nd St. SW, 87102

Jan. 9, 2025
1 p.m. to 4 p.m.
CoCreations Candle Bar & Decor
1761 Bellamah Ave. NW, Suite A, 87104

Feb. 6, 2025
11 a.m. to 2 p.m.
Rainbow Ryders Hot Air Balloon Co.
5601 Eagle Rock Ave. NE, 87113

The cost is $25 per person for Partner businesses and $40 per person for non-Partners. Snacks will be provided along with water and coffee. To register, call Trish Hathoot at 505-908-8178 or send an email to TKHTrainingABQ@gmail.com.

Graduates will be recognized as Albuquerque Community Experience professionals and will receive a complimentary Community Experience pass that allows each of them and one guest to visit attractions throughout the Albuquerque area. The value of each ACE experience pass is more than $500!

Seating is limited, so register your employees now!

Apply for a Property Improvement Grant

The Metropolitan Redevelopment Agency launched the Renovate & Reinvest Property Improvement Match Grant program. Business owners in five Metropolitan Redevelopment Areas (Barelas, Downtown, East Downtown, Menaul and University) can receive up to $95,000 per fiscal year to enhance the aesthetics and functionality of their buildings. A cash match is required for all awards. Applications are accepted on a rolling basis. For more information and to apply, visit CABQ.gov/renovate.

Sales Updates

Visit Albuquerque Hosts Makers’ Markets for Conference Attendees

To enhance the experience for meeting attendees and add authentic Albuquerque flavor to large events, Visit Albuquerque organized Makers’ Markets during three recent citywide conferences. Local artisans displayed their products at the Project SEARCH Annual Conference in July, the Higher Education Web Annual Conference in September and the National Adult Protective Services Association Annual Conference in September. Hundreds of visitors were able to browse and purchase unique Southwestern arts and crafts and, in many cases, interact directly with the makers. Based on the positive feedback Visit Albuquerque received, we will continue to provide the service to meeting planners who want to offer the experience to their attendees. If you have a product that might be a good fit for a future Makers’ Market, contact Senior Convention Services Manager Mara Saubers at Saubers@VisitABQ.org to be added to an outreach list.

Sports Commission Supports Junior Golf Championship

Visit Albuquerque's Sports Commission supported the 2024 17u National Car Rental PGA Jr. League Championship. The championship returned to Twin Warriors Golf Course for the second consecutive year, showcasing 72 players who represented 12 different states/teams. The tournament commenced on Nov. 14, with a practice round that included a hot air balloon tethering experience provided by Rainbow Ryders Hot Air Balloon Ride Co., which allowed players and their families to enjoy a short ride as they prepared for the competition. On Nov. 16, the participants were also able to get a taste of Albuquerque by sampling the state cookie, provided by Celina's Biscochitos.

Visit Albuquerque Sales Team Attends Trade Shows

CReW and Destination Celebration, Nov. 12, San Francisco, CA

Misty Jester, Senior National Sales Manager, attended CVB Reps of the West (CReW) and Destination Celebration in San Francisco, California, on Nov. 12. She had the opportunity to meet and talk to over 75 potential planners located in the northern California area.

Destination Celebration and CRew 2024 in San Francisco, California

National Coalition of Black Meeting Professionals, Nov. 13-16, Birmingham, AL

Senior National Sales Managers Tabitha Stallworth and Wanda Jackson-Lewis represented Visit Albuquerque at the National Coalition of Black Meeting Professionals in Birmingham, Alabama. Since 1983, NCBMP has been a driving force in training hospitality professionals, dedicated to elevating the quality and impact of meetings, conferences and conventions throughout the industry. Their diverse membership includes every facet and category of hospitality professionals. The team had the opportunity to interact with over 300 coalition meeting professionals and connected with more than 40 planners during the tradeshow, sharing the excitement of the upcoming centennial celebration of Route 66 in 2026.

Tabitha Stallworth and Wanda Jackson-Lewis stand at the Visit Albuquerque booth at the National Coalition of Black Meeting Professionals, 2024

Upcoming Meetings and Sports Events

In December 2024 and January 2025, almost 5,000 people will participate in meetings and sports events booked and supported by Visit Albuquerque. These events will generate an estimated $1.55 million in direct spend. Some of the noteworthy events include:

Dates	Group Name	Est. Attendance	Meeting Location
Dec. 3-7	National Young Farmer Educational Association Institute	250	Embassy Suites by Hilton Albuquerque
Jan. 24-25	UNM Track & Field Dr. Martin Luther King Jr. Indoor Track Invitational	1,120	Albuquerque Convention Center
Jan. 25-26	New Mexico Youth Soccer Association EA Leagues-2	1,426	Mesa Del Sol Soccer Fields
Jan. 31-Feb. 2	Encore Performing Arts Showcase Albuquerque	350	Albuquerque Convention Center
Jan. 31-Feb. 1	UNM Track & Field UNM Team Open	1,520	Albuquerque Convention Center

Bolded events are citywide events, defined as events that require a minimum of 400 room nights on peak, and will take place across the city. Although each of these events takes place in one part of town, the people who attend them will visit businesses throughout the city for shopping, dining and entertainment.

Let's come together to make their stay memorable, showcasing the best of Albuquerque’s hospitality. Your welcoming spirit can contribute to a positive experience for these visitors and foster a lasting impression of our community.