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Solvang tourism partners report strong Q4 metrics; Thomas Dambo troll draws national interest
Summary
Marketing partners and the visitor center told the council Jan. 27 that website sessions, page views and social engagement rose sharply in Q4; city and partners also previewed the Thomas Dambo troll exhibit and reported new visitor-count metrics showing high seasonal peaks.
Solvang’s tourism marketing partners and visitor center reported strong fourth-quarter results and a busy holiday season during the Jan. 27 City Council meeting, citing year-over-year gains in website traffic, social engagement and visitor-center visits — and previewing the new Thomas Dambo troll exhibit slated for February.
Marketing highlights: John, the lead from TJA (the city’s marketing partner), told council members the city’s website sessions were up about 41% year over year and page views totaled roughly 850,000 (a 29% increase). He said lodging referrals from the Solvang website rose by “over 242%,” and the Yulefest landing page drew about 253,000 page views (up 33% from the previous year). John summarized a range of digital metrics — low cost-per-click on paid ads, a monthly e‑blast open rate near 43% and large social impressions from Facebook campaigns —…
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