Economic Impact & Marketing Analyses of Events

---

The Santa Fe Indian Market is the largest and most prestigious juried Native arts show in the world and the largest cultural event in the southwest. TOURISM Santa Fe recently commissioned Southwest Planning & Marketing (SWPM) to determine the economic and fiscal impact of the event, as well as a concurrent marketing survey of over 1,500 attendees and vendors. SWPM also estimated attendance to the event utilizing in the industry standard Jacob’s Method. 

SWPM has been under contract for the last ten years to conduct annual economic impact and market studies for the International Folk Art Market Santa Fe, the world’s largest folk art festival.  The report identifies the impact to the city and county and provides marketing intelligence used to plan each year’s event. SWPM has also recently begun conducting economic and marketing analyses of IFAM’s sister market in Arlington, Texas and artist/vendor feedback surveys.

SWPM has conducted over 50 marketing, fiscal and economic impact research analyses of events based on attendee surveys, including:

· Spanish Market – Santa Fe, Albuquerque, Las Cruces

· HIPICO Summer Series (Under contract to TOURISM Santa Fe)

· Currents New Media (Under contract to TOURISM Santa Fe)

· The PASEO Festival – Taos 

· Michael Hearne’s Big Barn Dance (Under contract to the Town of Taos)

· Alabama Shakes Concert (Under contract to the Town of Taos)

· Santa Fe Independent Film Festival (Under contract to Santa Fe County)

· Inter-Tribal Ceremonial (Under contract to City of Gallup)

· Gallup Film Festival (Under contract to City of Gallup)

· Gallup Squash Blossom Run (Under contract to City of Gallup)

· Gallup Freedom Ride (Under contract to City of Gallup)

· Red River Octoberfest (Under contract to Village of Red River)

· Balloons Over Angel Fire (Under Contract to Village of Angel Fire) 

· Outside Bike and Brew (Under contract to Santa Fe County)

· Albuquerque International Balloon Fiesta

· Renaissance Fair at El Rancho de las Golondrinas and multiple additional surveys of attendees to events sponsored by El Rancho de las Golondrinas – Santa Fe

· Santa Fe Thunder Marathon (Under contract to Santa Fe County) 

Back to Projects