SLED Opportunity · NEW MEXICO · CITY OF SANTA FE, NM
AI Summary
The City of Santa Fe seeks a public relations agency via RFP to secure earned national media promoting leisure travel. The four-year contract focuses on strategic communications to increase awareness, engagement, and brand perception of Santa Fe as a unique travel destination. Proposals are due April 24, 2026, with a pre-proposal Zoom meeting on April 6, 2026.
The purpose of the Request for Proposal (RFP) is to solicit sealed proposals to establish a four-year contract through competitive negotiations for the procurement of a public relations agency committed to securing earned national media for the purpose of leisure travel to Santa Fe, New Mexico.
This initiative is designed to complement Santa Fe's national advertising efforts, not replace them. It will focus solely on earned media—editorial coverage in respected travel, lifestyle, and interest-based outlets—rather than advertising or social media marketing. The right PR firm will help secure valuable media coverage that highlights all this 416-year-old capital city of New Mexico has to offer, from world-class art and culinary experiences to cultural events and outdoor adventures.
TOURISM Santa Fe (TSF) desires to contract with an innovative, forward thinking and strategic tourism-focused public relations and communications agency to increase Santa Fe’s overall earned media value, while strategically positioning and promoting Santa Fe as the preferred visitor destination for the venturesome traveler.
Goals for Public Relations Contractor
BRAND OVERVIEW:
Santa Fe is more than just a destination; it's an invitation to a deeper journey of discovery. Our brand platform, "Uncover Your Different," speaks to modern travelers who seek authentic, meaningful discovery over superficial experiences. What makes Santa Fe "The City Different" is the unique combination of world-class, contemporary amenities within an authentic, beautiful, and historically significant setting, providing discerning, self-aware travelers with a personalized experience unlike anywhere else. Each visit to Santa Fe offers new possibilities, as no two days or traveler experiences are ever truly the same. The sights, sounds, tastes, and interactions cultivate experiences that intentionally shape new perspectives and create a craving for more.
MARKETING/ADVERTISING OVERVIEW:
Audience Strategy — Our audience strategy focuses on attracting established, discerning travelers who prioritize high-quality, premium experiences. We are engaging a diverse demographic—from active young professionals to affluent retirees—who prioritize frequent domestic travel and a high investment in their vacations. By tailoring our outreach to these sophisticated traveler segments, we ensure our brand resonates with those most likely to value and invest in everything our destination has to offer.
Market Strategy — Our current market strategy is designed to balance the preservation of our most established regional, drive market territories (Austin, Dallas-Ft. Worth, Colorado Springs, Denver), to increase brand awareness in high-potential metropolitan fly markets (Los Angeles, Chicago, Phoenix, Houston) and broaden Santa Fe specific awareness over general, statewide, New Mexico consideration.
This geographic outreach is also supported by high-impact initiatives—most notably leveraging the national momentum of the Route 66 Centennial—alongside a deliberate presence into the B2B sector for meetings and group attraction.Please use the See What Changed link to view all the changes made by this addendum.
An updated Organizational Reference Questionnaire document was uploaded and will need to be used for any reference responses.
Points will be awarded based on the thoroughness and clarity of Offeror’s response in this Section. The Evaluation Committee will also weigh the relevancy and extent of Offeror’s experience, expertise and knowledge; and of personnel education, experience and certifications/licenses. In addition, points will be awarded based on Offeror’s candid and well-thought-out response to successes and failures, as well as the ability of the Offeror to learn from its failures and grow from its successes.
Points will be awarded based upon an evaluation of the responses to a series of questions on the Organizational Reference Questionnaire. Offeror will be evaluated on references that show positive service history, successful execution of services and evidence of satisfaction by each reference. References indicating significantly similar services/scopes of work and comments provided by a submitted reference will add weight and value to a recommendation during the evaluation process. Points will be awarded for each individual response up to 1/3 of the total points for this category. Lack of a response will receive zero (0) points.
The Evaluation Committee may contact any or all business references for validation of information submitted. If this step is taken, the Procurement Manager and the Evaluation Committee must all be together on a conference call with the submitted reference so that the Procurement Manager and all members of the Evaluation Committee receive the same information. Additionally, the City reserves the right to consider any and all information available to it (outside of the Organizational Reference information required herein), in its evaluation of Offeror responsibility.
Points will be awarded based on the thoroughness and clarity of Offeror’s response in this Section. Scoring will be based on the Offeror’s ability to demonstrate experience working with national and regional print, online, and broadcast media outlets in addition to experience working with Destination Management Organizations (DMO) and/or hospitality organizations. Lack of a response will be awarded zero (0) points.
Points will be awarded based upon an evaluation of the proposal samples provided by each Offeror. Scoring will be based on the following criteria with points awarded according to the quality, organization and effectiveness of the content of the three mandatory samples. Lack of a response will be awarded zero (0) points.
By utilizing the research data provided in the procurement library, Offeror must provide the following sample for review and scoring:
Points will be awarded based upon an evaluation of the proposal samples provided by each Offeror. Scoring will be based on the following criteria with points awarded according to the quality, organization and effectiveness of the content of the three mandatory samples. Lack of a response will be awarded zero (0) points.
By utilizing the research data provided in the procurement library, Offeror must provide the following sample for review and scoring:
Points will be awarded based upon an evaluation of the proposal samples provided by each Offeror. Scoring will be based on the following criteria with points awarded according to the quality, organization and effectiveness of the content of the three mandatory samples. Lack of a response will be awarded zero (0) points.
By utilizing the research data provided in the procurement library, Offeror must provide the following sample for review and scoring:
Points will be awarded based on the thoroughness and clarity of Offeror’s response in this Section. Scoring will be based on the Offeror’s ability to demonstrate effective Client Relations, Agency Experience, and Agency Capabilities. Lack of a response will be awarded zero (0) points.
If the Evaluation Committee requests Finalist(s) to provide an oral presentation of the proposal, points will be awarded based upon the quality, organization and effectiveness of communication of the information presented, as well as the professionalism of the presenters and technical knowledge of the proposed staff. Prior to Oral Presentation, Agency will provide the Offeror a presentation agenda. (If no Oral Presentations are required, no points will be awarded in this category).
The evaluation of each Offeror’s cost proposal will be conducted using the following formula:
Lowest Responsive Offeror’s Cost For All Four Years
------------------------------------------------------------------- X Available Award Points
Each Offeror’s Cost
Percentages will be determined based upon the point-based system outlined below.
To qualify for a local preference, a vendor must attach a state of New Mexico Taxation and Revenue Department-issued, Resident Business certification of eligibility to its bid or proposal, showing that the business is located within the Santa Fe municipal limits. If an offer is received without a copy of the appropriate State of New Mexico Taxation and Revenue Department issued Business Registration Certificate, the preference will not be applied. A valid resident business certificate is issued by the Taxation and Revenue Department pursuant to NMSA 1978 §13-1-22.
The maximum available local preference shall be 6%.
Please provide the following:
Please provide the following:
Please provide the following:
Please provide a list of subcontractors who will be used in the performance of any resultant contract.
N/A, None, Does not apply, etc. are acceptable responses to this item.
Please download the below documents, complete, and upload.
The City of Santa Fe policy is to prevent personal or organizational conflict of interest, or the appearance of such conflict of interest, in the award and administration of City contracts and Purchase Orders.
The Offeror shall comply with all applicable provisions of the Governmental Conduct Act, Chapter 10, Article 16 NMSA 1978 and include a full disclosure of all potential organization conflicts of interest in the Proposal.
In addition to the Agency, each key personnel shall also complete the Conflict of Interest Form below certifying that the entity has read and understands the City’s policy regarding conflict of interest and the CFR. Each key personnel must also certify that there is no conflict of interest with the Project. If there is a conflict with the Project, then the Agency and known key personnel needs to describe the conflict.
The Agency agrees that, if after award, an organizational conflict of interest is discovered, the Agency makes an immediate and full written disclosure to the City that includes a description of the action that the Agency has taken or proposes to take to avoid or mitigate such conflicts. If an organizational conflict of interest is determined to exist, the City may, at its discretion, cancel the contract for the Project. If theAgency was aware of an organizational conflict of interest prior to the award of the contract and did not disclose the conflict to the City, the City may terminate the contract for default.
The City may disqualify an Offeror if any of its key personnel belong to more than one Submitter organization/firm.
By clicking "Please confirm" below, I certify that I/We have no personal or financial interests and no present employment or activity which would be incompatible with this firm’s participation in any activity related to the RFP or execution of the awarded Strategic Communications & Public Relations (PR) for Santa Fe, NM. For the duration of this firm’s involvement in the Strategic Communications & Public Relations (PR) for Santa Fe, NM contract, this firm agrees not to accept any gift, benefit, gratuity or consideration, or begin a personal or financial interest in a party who is bidding and/or proposing, or associated with a bidder and/or Offeror on the Strategic Communications & Public Relations (PR) for Santa Fe, NM contract.
I certify that this firm will keep all Strategic Communications & Public Relations (PR) for Santa Fe, NM contract information confidential and secure. This organization will not copy, give, or otherwise disclose such information to any other person unless the City of Santa Fe has on file a confidentiality agreement signed by the other person, and the disclosure is authorized and necessary to the Strategic Communications & Public Relations (PR) for Santa Fe, NM contract. I understand that if this firm leaves this Strategic Communications & Public Relations (PR) for Santa Fe, NM contract before it ends, this firm must keep all contract information confidential. I agree to follow any instructions provided by the City relating to the confidentiality of the Strategic Communications & Public Relations (PR) for Santa Fe, NM contract information. I fully understand that any unauthorized disclosure made by this firm may be a basis for civil or criminal penalties. I agree to advise the City’s Procurement Officer, at 505-955-6432 immediately in the event that I or another person within this organization either learn or have reason to believe that any person who has access to the Strategic Communications & Public Relations (PR) for Santa Fe, NM contract confidential information has or intends to disclose that information in violation of this agreement.
The above information is subject to verification by the City of Santa Fe. If the City finds a misrepresentation, the bid may be automatically disqualified from the procurement process or the contract may be canceled.
I hereby affirm that: I am the _____________________________________ (insert title) and the duly authorized representative of _________________________________________ (insert organization’s name) whose address is _________________________________________________________________. And, that I possess the legal authority to make this affidavit on behalf of myself and the firm for which I am acting.
I affirm:
Offerors should submit copies of the most recent years independently audited financial statements and the most current 10K, as well as financial statements for the preceding three years, if they exist. The submission must include the audit opinion, the balance sheet, and statements of income, retained earnings, cash flows, and the notes to the financial statements. If independently audited financial statements do not exist, Offeror must state the reason and, instead, submit sufficient information (e.g., D & B report).
Offeror must upload their Technical Proposal (response to Organizational Experience, Mandatory Specifications & Desirable Specifications) here.
Multiple files are allowed if the Offeror requires a Confidential Proposal for submission.
Please download the below documents, complete, and upload.
Please download the below document and distribute the document to at least three (3) references. The business reference, if it chooses to respond, is required to submit its response to the Organizational Reference Questionnaire directly to: CPD at Purchasing_RFP@santafenm.gov by the due date and time for proposals, for inclusion in the evaluation process.
Please download the below document, redline if needed and re-upload redlined draft contract.
Q (Out of State Agency): Will bids from out of state agencies be accepted?
A: yes.
Q (social media support): Can you please clarify desired social media support? Within the project overview - the introduction states, "It will focus solely on earned media—editorial coverage in respected travel, lifestyle, and interest-based outlets—rather than advertising or social media marketing." Yet, the first bullet under 'Goals for Public Relations Contractor' states, "Increase overall awareness of Santa Fe as a desirable tourist destination through targeted media placements, social media campaigns, and strategic partnerships."
A: The PR contractor will not be responsible for any paid media campaigns. The inclusion of social media is a non-paid tactic and an opportunity for timely/tactical social media campaigns to compliment our existing social media strategies.
Q (Budget): What are the budget parameters for this contract? Can you give a range?
A: $140,000-$150,000 annually.
Q (Client Ranking): (Page 22) Define what you mean by “rank”. By budget?
A: Rank according to budget allocated to this contract (between $140,000-$150,000 annually).
Q (Agency ): Why are you looking to change PR agencies?
A: Due to procurement guidelines, we are required to go out to bid for services every four years.
Q (Organizational Experience): On pge 21, #2, it asks for two project successes and failures. Is this two each so a total of four?
A: Please provide two examples and they can be successes or failures.
Q (Organizational Experience): • Describe at least two project successes and failures of a DMO Public Relations strategy. Include narrative on how each experience improved the Offeror’s services. (total of 4?) Do they have to name the DMO? Should they be current clients of the agencies?
A: Please provide two examples and they can be successes or failures. Would prefer that the DMO be named (could also be used as a reference). These can be current or past clients of the agency.
Q (No subject): This is described as an RFP for leisure travel, but you indicate an interest in growing coverage in the meetings & conventions sector. a. Can you provide a weighting of the two priorities? b. Do you have any M&C initiatives planned that would be newsworthy?
A: o a. Can you provide a weighting of the two priorities? Leisure travel is the main priority for this contract. However, we do receive media leads for Meetings and Conventions that we will occasionally request assistance from the agency with. We may also ask the agency to assist with outreach and pitching to M&C industry publications. o b. Do you have any M&C initiatives planned that would be newsworthy? Nothing major at this time, however during the next four years we may have some construction at the Santa Fe Community Convention Center to enhance the areas for outdoor functions.
Q (No subject): Does your PR team manage influencer relationships, or do those relationships live primarily with your social media team?
A: It is a mix between PR and social team members. All of the outreach, contracting of deliverables and itinerary planning is done by PR. Once the content is published, the social team amplifies and engages with it.
Q (No subject): Do you have a separate OOP budget for influencer fees?
A: The OOP budget should be calculated into the $140,000 - $150,000 annual budget.
Q (No subject): Should travel budgets for FAMs and desk-sides be included in the budget, or are those separate?
A: The FAM and desk-side budget should be calculated into the $140,000 - $150,000 annual budget.
Q (No subject): How many blog posts are expected to be delivered annually?
A: TSF regularly requests assistance in the ideation of blog topics, but the actual writing of the blogs takes place internally.
Q (No subject): Can you define how you’ll be evaluating ROI of hosted media events and campaigns?
A: We use traditional circulation/reach and earned media dollar value as our main evaluation metrics
Q (No subject): What key storylines, destination moments, or narratives are you hoping to capitalize on for 2026 and beyond?
A: A few options include: New hotels and food hall, Contemporary Native American art and fashion, wellness/spa, outdoor adventure activities.
Q (No subject): Are there specific audience segments that matter most right now?
A: No.
Q (No subject): Is there a priority season or need period for generating awareness?
A: The summer season, from June - September, is our peak busiest visitor season with less awareness needed. Late fall, through the holidays and winter/ski season, November - March, provides opportunity.
Q (Digital Submission): What is the maximum file size that can be uploaded to your procurement portal?
A: There are no limits that we are aware of in Purchasing, please reach out immediately if you run into any size issues so we can help you work through them! Purchasing_rfp@santafenm.gov
Q (Agency Fees & Expenses): How much of the $140,000 - $150,000 budget is allocated for fees? Does this budget include expenses, such as airfare and hotel reservations associated with media hosting?
A: Currently, over 90% of the total budget is allocated towards agency fees, the remaining dollars are allocated towards out of pocket expenses. Airfare needs to be included in out of pocket expenses, but typically 95% of the hotel and dining is hosted by partners and not an agency out of pocket expense.
Q (PR Expenses): Should the cost proposal include out-of-pocket expenses such as agency travel, media hosting and related PR program costs, or should it reflect PR services only?
A: Yes, the OOP budget should be calculated into the $140,000 - $150,000 annual budget.
Q (Agency): Does Tourism Santa Fe currently have a public relations agency, and will that agency be participating in this RFP process?
A: Yes.
Q (Agency): Who is your current advertising and/or marketing agency of record? How do you foresee collaboration between that team and your PR agency?
A: Vladimir Jones. Participation in quarterly all-agency virtual meetings, sharing and reviewing annual plans to find points of collaboration and occasional all-agency in person meetings in the destination.
Q (Media Events): How many media missions and media events did you host in the last fiscal?
A: We average 3 media "deskside" style missions each fiscal year in addition to rotating participation in media marketplace events like IMM, SATW and IPW.
Q (Press Trips): How many press visits are you currently facilitating annually?
A: We typically host a minimum of 30 individual press trips and might do 1-2 small group trips annually.
Q (Press Trips): What expenses does Tourism Santa Fe typically able to cover for press visits, such as airfare, lodging, meals, attractions and ground transportation?
A: Airfare is purchased from out -of-pocket funds by the agency, most other press visit expenses are hosted by local partners.
Q (Destination Partners): Does Tourism Santa Fe have a destination partner program that shapes where media go during press trips?
A: No, we are not a partner/membership organization.
Q (Media Missions): When did Tourism Santa Fe last conduct a media mission program, and which markets were included?
A: Each year we select 2-3 markets to target for media mission appointments. In the past year we have included Los Angeles, New York, Washington DC.
Q (Influencers): Is there a budget available for paid influencer partnerships, and if so, are paid creator programs part of the intended scope of work for this engagement?
A: Currently, all paid influencer campaigns are executed by our advertising agency.
Q (Community Advocacy): Can Tourism Santa Fe provide additional detail on its expectations for community advocacy planning, including any priority messaging, stakeholder audiences or known issues?
A: This is a more minor part of the scope of work but may be required occasionally as needed. A past example includes preparing an earned media presentation and plan aimed to address concerns from Santa Fe art gallery stakeholders.
Q (Crisis Communications): Is crisis communications, issues management or reputation counsel needed as a part of this scope of work?
A: At this time we would ask for this to be available on a case by case basis if needed.
Q (Success): How does Tourism Santa Fe define success for this program in the first year and over the full contract term? Are there specific outcomes that matter most?
A: Success will be determined based off of identified KPIs. Realistically, we would look to grow from past performance and not decline.
Q (KPIs): What benchmarks or baseline KPIs should agencies use when considering PR goals and projected performance?
A: Our Recent annual results have been: Calendar Year 2024 - $23 million in earned media value and 3.3 Billion impressions Calendar Year 2025 - $27 million and 5.7 Billion impressions
Q (Media Monitoring): Does Tourism Santa Fe currently have any subscriptions to media monitoring databases, such as Meltwater and Muck Rack?
A: Yes, we have a Muck Rack subscription.
Q (Client Ranking): Can you please clarify what is meant by “The offeror should identify where TSF would rank on its client list?” Is this a ranking related to budget size and scope?
A: Yes, please rank by budget size and scope of work.
Q (Subcontractors): The RFP indicates that the prime contractor is fully responsible for contract performance and that subcontractors may be utilized with prior written approval from the City. Can you please clarify the expectations for subcontractors during the proposal submission phase? Specifically: 1. Are subcontractors required to independently respond to all applicable sections of the RFP (e.g., Vendor Questionnaire, required forms, certifications), or should all responses be consolidated and submitted solely by the prime contractor on behalf of the full team? 2. Are there any required forms or disclosures that must be completed separately by subcontractors at the time of proposal submission?
A: 1. No, we do not require any additional information from subcontractors at the time of proposal submission. All responses will be consolidated and submitted solely by the prime contractor on behalf of the full team. 2. No.
Q (No subject): If there is an incumbent PR agency, could Tourism Santa Fe share any insights on the current program’s successes and areas where additional support or new approaches would be valuable?
A: Yes, we currently have a PR agency contract. Much of the program's success has been due to the agency's account team working daily in office in New York and having longstanding relationships with national media outlets also based in New York.
Q (No subject): The RFP references “Seekers” as a target audience. Is this internal Tourism Santa Fe segmentation or brand language? Can you provide additional details on this audience (e.g., demographics, psychographics, travel behaviors) to help inform PR targeting?
A: Additional detail can be found in the TSF Brand Book: https://isu.pub/BsebdhE
Q (No subject): The RFP references multiple audiences, including “Seekers,” a “diverse demographic,” and “sophisticated traveler segments.” Can you clarify the priority audiences for the PR program, and whether there are specific traveler segments that should be emphasized in earned media outreach?
A: Additional detail can be found in the TSF Brand Book: https://isu.pub/BsebdhE. And the TSF Book: http://www.santafelookbook.com/
Q (No subject): Given current economic conditions and shifting travel behaviors, is there interest in targeting younger audiences (e.g., Gen Z travelers) or incorporating value-oriented messaging as part of the PR strategy?
A: Yes, we are open to considering new target audiences or different niche messaging.
Q (No subject): The introduction of the RFP notes that the scope focuses on earned media and public relations; however, the goals section references social media campaigns. Should respondents assume the scope is strictly earned media PR, or is there an expectation that social media strategy or activation be included?
A: The scope is strictly earned not paid media or owned media. Social media strategy may be included as a non-paid tactic and an opportunity for timely/tactical social media campaigns to complement our existing earned media efforts.
Q (No subject): Is influencer or creator engagement expected as part of the PR program (e.g., hosted stays, creator partnerships), or should the proposal focus solely on traditional earned media?
A: It is not expected but may be incorporated as a barter/trade content partnership.
Q (No subject): Are there specific seasonal visitation periods (e.g., shoulder seasons or lower-demand months) where PR support should be prioritized to help balance visitation throughout the year?
A: The Summer season, from June-September, is our peak busiest visitor season with less awareness needed. Late fall, through the holidays and winter/ski season, November-March, provides opportunity.
Q (No subject): The RFP requests a competitive analysis of Santa Fe’s “singular” destination set – can you please clarify the level of analysis expected for this section? For example, should respondents focus primarily on PR positioning and messaging opportunities, or is a broader destination comparison (e.g., audience, brand positioning, media coverage, tourism offerings) desired?
A: Focus solely on PR positioning and messaging opportunities for Santa Fe as they relate to the "Singular" destinations that are identified.
Q (No subject): Beyond the “Uncover Your Different” brand platform, are there specific story pillars or themes Tourism Santa Fe would like the PR program to prioritize (e.g., culinary, arts and culture, outdoor recreation, wellness, events)?
A: History/culture, performing arts/visual arts, cuisine, shopping, wellness, annual events and outdoor recreation.
Q (No subject): Does Tourism Santa Fe have a defined competitive set of destinations that should inform PR positioning and media outreach strategy?
A: Not a set or defined set. We do consider destinations like Napa Valley, CA; Sedona, AZ; New Orleans, LA; Charleston, SC to be similar in that they are "one of one".
Q (No subject): Are there specific priority media markets for PR outreach that align with Tourism Santa Fe’s fly markets and drive markets outlined in the RFP?
A: Dallas, Phoenix, Los Angeles and Chicago are currently in our fly/drive priorities.
Q (No subject): Beyond earned media placements and media value, are there specific KPIs Tourism Santa Fe considers most important when evaluating the success of the PR program?
A: Number of monthly pitches/media outreach, number of media visits, number of national publication feature articles, etc.
Q (No subject): What level of access will the selected PR agency have to local partners and story sources, and does Tourism Santa Fe facilitate those introductions as part of the program?
A: Tourism Santa Fe has a PR Manager in house who is the main point of contact for the PR agency and that staff person manages most of the local partner/source relationships but will make appropriate introductions and allow direct access as needed.
Q (KPIs): Beyond monthly activity and coverage reports, are there specific KPIs or benchmarks the VCB currently uses to evaluate PR success — such as minimum placements per quarter, target outlet tiers, or minimum media value thresholds?
A: No, but we are open to including those moving forward.
Q (Agency Shortlist): How many agencies are anticipated to be shortlisted for potential interviews or presentations before final selection?
A: This will be dependent on scores from the written proposals to determine if oral presentations are necessary and if so, anticipate no more than four (4) agencies to be included in the oral presentations.
Q (Brand Guidelines): Could you share any brand guidelines for Visit Santa Fe?
A: The Santa Fe brand Book can be found here: https://isu.pub/pAmTltr
Q (Seasonal & Destination Marketing): Are there any key times of year (e.g., shoulder seasons), events (e.g., International Folk Art Market, Chile and Wine Festival), or venues (Santa Fe Opera, SITE Santa Fe, etc.) that are a priority?
A: See previous answers provided to similar questions.
Q (Aspirational Media Outlets): We are aware that over the last 5+ years, Santa Fe has been named to several of the “World’s Best,” “Top Destinations of (Year),” and other similar lists. Are there currently any goal/target lists that Santa Fe is hoping to achieve? Similarly, from prior experience, we have hosted several top-tier publications in Santa Fe and/or New Mexico at large, and are aware of recent top-tier coverage. Are there specific media outlets that Santa Fe is hoping to garner placement in/on over the next year-plus?
A: #1 on the Conde Nast list of U.S. cities, possibly food/culinary or art city lists. National TV network (ABC, NBC, CBS) broadcast coverage, print editions of Condé Nast Traveler and Travel & Leisure.
Q (Influencers): What level of importance do influencers play for Santa Fe, and does Santa Fe work with any influencer who requires payment beyond a hosted trip?
A: Influencers would rank below traditional media in Santa Fe's order of importance. Through our advertising agency we have worked with influencers for paid campaigns. Through the PR agency we prefer to work on a barter/trade for hosting arrangement.
Q (Milestones & Partnerships): Looking ahead to the next four years, are there any major milestones on the horizon for Santa Fe, or any anticipated groundbreakings, notable partnerships, or events that we should tailor proposal ideas around?
A: The Michelin Guide will be announcing potential awardees in New Mexico later this year. The Georgia O'Keeffe Museum is under construction for a new larger museum that is scheduled to open in early 2028.
Q (Competitors): Which markets are considered a key competitor for Santa Fe?
A: We consider destinations like Napa Valley, CA; Sedona, AZ; New Orleans, LA; Charleston, SC to be similar in that they are "one of one."
Q (International Markets ): Are any international markets a priority for Visit Santa Fe, in addition to the domestic markets provided in the RFP? If so, which ones, and will outreach and strategy development for those markets be included in the awarded agency's scope of work?
A: No.
Q (Paid Influencer ): RFP states: It will focus solely on earned media—editorial coverage in respected travel, lifestyle, and interest-based outlets—rather than advertising or social media marketing. – Does this mean paid influencers are not supported?
A: See previous answers provided to several similar questions.
Q (Out-Of-Pocket Expenses): Should proposers assume this figure includes out-of-pocket expenses such as media/influencer hosting, press trip costs, and event attendance travel for agency staff and media — or are those costs expected to be approved and billed separately outside of the retainer? If billed separately, is there a budget amount currently in place for this?
A: Historically we have had an agency retainer amount billed monthly and then reserved $10-15,000 each year in an out of pocket fund for the reimbursement of itemized costs like those mentioned in the question.
Q (Technical Environments): Can you clarify what is needed in regard to our references’ technical environments? Should that be defined as public relations?
A: We removed that field from the new updated reference questionnaire form. Please use the updated document provided today, 4/14/2026.
SLED stands for State, Local, and Education. These are solicitations issued by state governments, counties, cities, school districts, utilities, and higher education institutions — as opposed to federal agencies.
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