Citing the need for a new direction, city officials on Tuesday said Santa Fean magazine has been chosen as publisher of the Santa Fe Visitors Guide.
The 35-year-old lifestyle glossy was selected over Albuquerque-based Miscellaneous Productions, which has produced the guide for the past 11 years.
"I think the Santa Fean magazine is well regarded in Santa Fe, and there is a lot of respect from advertisers and readers," Convention and Visitors Bureau head Keith Toler said. "I think it will bring a fresh look to the information we're sending out."
An informal committee comprised of Toler and various city and industry representatives made the decision to recommend the Santa Fean for the contract, he said. The magazine already publishes the official guide for the Santa Fe Indian Market.
"It was a committee decision. They felt they needed to take a different approach with the visitors guide," Toler said.
The new publishers promise a makeover for the publication, with changes to include higher-quality paper, lists of suggested itineraries and pumped up coverage of the city's art scene.
"So many people come here for the art, and yet it's been overlooked in the previous guides," Santa Fean publisher Bruce Adams said.
The publication's delivery date to the city is December, and plans are to "start getting it out on the street in early January," Toler said. Previous administrative delays could push that schedule back, however, he noted.
The city— which does not pay Santa Fean magazine to publish the guide— receives a percentage of the publication's advertising revenue, a figure that will fall somewhere between $50,000 and $70,000, Toler said.
"We hope that it will motivate more visitors to see Santa Fe beyond just a tourist destination ... but also educate them about the arts and culture the city has," Adams said.
