Santa Fe looks to attract millennials with outdoor recreation

SANTA FE (KRQE) – Looking to attract more millennial visitors to Santa Fe, city and county officials are trying a different campaign.

Tourists know Santa Fe for its art and culture, but the city’s outdoor activities are a bit of a secret. Santa Fe officials say it’s time to step up their efforts when it comes to promoting all of the activities the city has to offer.

“We’ve identified outdoor recreation as being an area where we can intensify our efforts to bring people to Santa Fe. First of all, to vacation and enjoy our recreational opportunities, but also as a place a company would want to come,” said Simon Brackley, CEO and President of Santa Fe Chamber of Commerce.

Residents and officials agree. With activities ranging from fishing to skiing, the possibilities are endless.

“Santa Fe just has so much to offer. Camping, hiking, rafting, you know it’s here,” said Matt Donovan, manager of Mellow Velo Bicycles.

“You have a busy week at work. You come out on the trails and you just recharge the batteries. It just feeds the soul basically,” said Ken Bonner, an artist who recently moved to Santa Fe from Australia.

The goal of the new marketing campaign is to entice more tourists, but not just any tourists.

With the typical visitor to Santa Fe being around 40-years-old, officials are hoping adrenaline packed activities will attract more millennials. Santa Fe officials also hope the campaign will lure in large outdoor related businesses to set up shop.

“These are economic based jobs so over 50% of the revenue from the company that comes to Santa Fe is going to be coming in from outside of the community, so that’s new money brought into our community,” said David Griscom, Santa Fe Economic Development Manager.

The county has hired an ad firm to create a new campaign targeted at millennials. Also, they are planning a trip to California to see how they market to younger people.

The city says they’re holding more outdoor centered events like “Bike and Brew” and using the publicity from magazines to help get the word out on social media and television. provides commenting to allow for constructive discussion on the stories we cover. In order to comment here, you acknowledge you have read and agreed to our Terms of Service. Users who violate these terms, including use of vulgar language or racial slurs, will be banned. Please be respectful of the opinions of others. If you see an inappropriate comment, please flag it for our moderators to review.

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