For anyone who knows, Santa Fe, New Mexico is truly the City Different. Appealing to a vast
and diverse demographic audience due to its steep cultural and historic uniqueness, natural
beauty, mild four season climate, quirky attitudes, and cosmopolitan feel, visitors and residents
alike have long been entranced by its extensive list of amenities. Yet, over the years, many in
the business community felt a dearth of “freshness” in the story of Santa Fe. Its emergence
in the international contemporary art scene, heritage and continued leadership as a scientific
innovator, its increasing role as “Hollywood's backlot” — all contributed to a sense among many
that it was time to retell the Story of Santa Fe in a fresh and compelling way. This is especially
true among affluent and experiential destination travelers.

Presence led efforts to develop the Consortium’s strategy, conducted the search to identify the
New York public relations firm hired to place media stories and managed the Consortium and
its private sector only fundraising program.