ANNUAL REPORT
Anaheim Tourism Improvement District
2023/2024
Mission
Boldly leading our
destination into the
Golden Decade
Vision
The world’s ultimate
playground
1 2023 Board of Directors
Officers
CHAIR
LYNN CLARK, DISNEYLAND RESORT
CHAIR-ELECT
FRED BROWN, DESERT PALMS HOTEL
PAST CHAIR
PAUL SANFORD, WINCOME HOSPITALITY
SECRETARY
JAY BURRESS, VISIT ANAHEIM
TREASURER
BHARAT PATEL, ANAHEIM CASTLE INN &
SUITES
Directors
GREG BLODGETT, CITY OF GARDEN GROVE
SERGIO BOCCI, HILTON ANAHEIM
BRANDON GARR, GRAND LEGACY HOTEL
IAN GEE, SHERATON PARK HOTEL
KEITH FURNAS, GREAT WOLF LODGE
CLARK JONES, WALT DISNEY PARKS AND
RESORTS U.S.
JOHN KALINSKI, MARRIOTT INTERNATIONAL
YVONNE LIU, DELTA HOTELS BY MARRIOTT
ANAHEIM
TOM MORTON, ANAHEIM CONVENTION CENTER
GREG NOMURA, HYATT REGENCY ORANGE
COUNTY
WILLIAM O'CONNELL JR., O'CONNELL HOTELS &
HOSPITALITY
KIM PAINTER, ANAHEIM MAJESTIC GARDEN HOTEL
AJESH PATEL, PROSPERA HOTELS, INC.
NICHOLAS PRICE, THE WESTIN ANAHEIM RESORT
RHANDA RICHARDSON, JW MARRIOTT ANAHEIM
RESORT
KEVIN SCHJEI, ANAHEIM MARRIOTT SUITES
MEGHAN SHIGO, COMMUNITY
JIM VANDERPOOL, CITY OF ANAHEIM
2 Officers
CHAIR
FRED BROWN, DESERT PALMS HOTEL
CHAIR-ELECT
TBD
PAST CHAIR
LYNN CLARK, DISNEYLAND RESORT
SECRETARY
MIKE WATERMAN, VISIT ANAHEIM
TREASURER
BHARAT PATEL, ANAHEIM CASTLE INN &
SUITES
Directors
JORDAN AUSTIN-HARRIS, GREAT WOLF LODGE
GREG BLODGETT, CITY OF GARDEN GROVE
SERGIO BOCCI, HILTON ANAHEIM
BRANDON GARR, GRAND LEGACY HOTEL
JUSTIN HART, SHERATON PARK HOTEL
DIETER HISSIN, EMBASSY SUITES ANAHEIM SOUTH
CLARK JONES, WALT DISNEY PARKS AND
RESORTS U.S.
JOHN KALINSKI, MARRIOTT INTERNATIONAL
YVONNE LIU, DELTA HOTELS BY MARRIOTT
ANAHEIM
TOM MORTON, ANAHEIM CONVENTION CENTER
GREG NOMURA, HYATT REGENCY ORANGE
COUNTY
WILLIAM O'CONNELL JR., O'CONNELL HOTELS &
HOSPITALITY
KIM PAINTER, ANAHEIM MAJESTIC GARDEN HOTEL
AJESH PATEL, PROSPERA HOTELS, INC.
NICHOLAS PRICE, THE WESTIN ANAHEIM RESORT
RHANDA RICHARDSON, JW MARRIOTT ANAHEIM
RESORT
PAUL SANFORD, WINCOME HOSPITALITY
JIM VANDERPOOL, CITY OF ANAHEIM
MIKE WATERMAN, VISIT ANAHEIM
TBD, COMMUNITY
2024 Board of Directors
3 With the support of TID Funds, Visit Anaheim has successfully expanded its presence within the convention and meetings markets. Through active participation in industry events and targeted effort in key areas, these funds have been instrumental in securing both short and long-term business. They enable our convention team to offer competitive incentives to attract groups and strengthen our position within the market and against our competitors.
We made a pivotal decision to initiate a citywide sales strategy project in collaboration with 2Synergize, aimed at developing a strategic approach to securing citywide conventions that aligns with the objectives of our hotel partners and the Anaheim Convention Center. The project commenced in June 2024 with an introductory meeting involving participating stakeholders and is scheduled to conclude in Q1 2025.
In June 2024, we expanded our team by adding a Convention Sales Manager position, dedicated to managing events with 999 rooms or fewer that require the use of the Convention Center. This segment represents approximately 17 short-term events annually and, together with sports events, contributes over $150 million in economic impact.
The Citywide Team will implement the citywide sales strategy developed by 2Synergize and approved by our stakeholders. The recently appointed Business Development Manager for Convention Sales will play a crucial role in identifying and reaching out to customers that match our ideal profile, ensuring we attract the right groups to Anaheim at the optimal times.
Convention Booking goals for 2023 were 51 and 53 for 2024, both exceeding our Board approved goals for each year. A room nights goal has been added to our 2025 KPIs as noted within the ATID Agreement. All 2023/2024 Citywide Room Nights, Non-Citywide Room Nights, and Meeting Sales Room Nights for conventions and meetings are highlighted within the detailed report.
Executive Summary
4 Following the separation of the OC Sports Commission from Visit Anaheim, a Convention Sales Director, Sports Development was added in fall 2024. This new role will help secure additional sports citywide events contributing to our overall economic impact figures. This position has been expanded to include National Sports Associations, E-Sports and Gaming.
From July 2023 through June 2024, The Meeting Sales team focus was to leverage client relationships with our seasoned team to generate leads for the market. This was further emphasized by hiring a senior level meeting sales manager to focus on building client relationships as well as refining relationships with our hotel partners.
The team continued to see an increase in short term business demand through the end of 2023 with a slight slow-down in 2024. This gave the team the ability to shift focus to more business development and proactive selling.
The reinvention of Meeting Sales at Visit Anaheim started near the end of the fiscal year by requiring all Meeting Sales Managers to be local to Anaheim. This will give the team the much-needed ability to attend to every site inspection and to support the hotel sales teams more than ever before.
The Meeting Sales team generated 146 new bookings during fiscal 2023/2024 including 50,490 attendees, 90,156 room nights. These bookings generated $89,166,453 of economic impact and $3,317,417 of TOT for the City of Anaheim.
Travel demand to Anaheim continued to remain strong for most of fiscal 2023/ 2024, however, we began experiencing a weakening demand beginning Q1 2024.
Domestic travel’s recovery of business and leisure has been impacted by a slowing economy creating a slower volume of travel from both domestic and international as we ended the fiscal year. At the same time, Domestic travel length of stay increased by 0.7 days to 3.0 days from prior year. Based upon shifting patterns, fall is becoming a stronger period for our destination and we continue to expand strategic consumer activations to key audiences with seasonal messaging.
Visit Anaheim Tourism Department focused on trade and consumer efforts to maintain the Anaheim Area destination’s position in the top domestic and international markets as the leading leisure destination in Southern California. In the domestic market, we focused on integrated co-op marketing campaigns including direct to consumer offers, influencer partnerships, social media activations, and partnership with trade partners such as AAA, Expedia, and Get Away Today, and non-traditional partners like the Salt Lake Bees. We also launched new initiatives in Texas, a new market for Anaheim. Visit Anaheim also participated with the City of Anaheim delegation to Japan along with Anaheim Mayor Ashleigh Aitken.
A total of 9 campaigns were also launched promoting summer travel in both domestic and international markets. These campaigns were in response to demand from hotels for summer bookings and were launched in the domestic, Canada, and Mexico markets.
Tourism’s combined Domestic and International efforts for fiscal 2023/2024 resulted in 221,106 total room nights plus 4,840 Travel Trade promotions and 104,644,139 total impressions.
Visit Anaheim's marketing efforts from July 1, 2023, to June 30, 2024, generated 118,450,517 total impressions across various campaigns.
The "Here We Go!" leisure campaign, launched in Fall 2023 and Spring 2024, targeted families and millennial couples from key markets, resulting in 37.4 million impressions and 77,259 visitors. Generating $17 million in visitor spending, 30% ($5.1M) from accommodations alone. The luxury marketing campaign, "The Greatest Luxury of All," launched on June 27, 2024, showcasing Anaheim's high-end offerings and leveraging partnerships with Virtuoso to enhance its presence in the luxury market.
The Meetings and Conventions (M+C) campaign, also under the "Here We Go!" banner, targeted planners throughout the US in two phases. The campaign achieved over 21.7 million impressions, generated 1,686 leads, and saw an 18% brand lift in likelihood to consider Anaheim for events. Out-of-Home (OOH) advertising at John Wayne Airport and on the Anaheim Transportation Network buses generated nearly 12 million impressions. The Visit Anaheim website saw significant growth, with total users increasing by 42.07% year-over-year to 1,158,382.
Email marketing efforts showed substantial growth, with the consumer email segment reaching 822,809 subscribers, a 62% increase year-over-year. Specialized segments like Outdoor/Active, Foodie, and Family Fun were introduced with promising engagement rates. The Digital Savings Pass program experienced remarkable growth, with the Visit Anaheim Savings Pass sign-ups increasing by 417.4%, the Attendee Perks Pass by 1,226.4%, and the Brew Pass by 120.3% compared to the previous year.
In October 2023, Visit Anaheim partnered with IBCCES to become a Certified Autism Center, with 100% of staff completing training to become Certified Autism Travel Professionals. This certification was extended to 600 Certified Tourism Ambassadors (CTAs) in February 2024, further enhancing Anaheim's commitment to inclusive tourism.
Our Communications team continued implementing a robust media relations strategy targeting meetings & conventions trade media as well as local and travel media to keep Anaheim top of mind for both leisure travelers and meeting planners.
Accomplishments include: 13 Total Press Releases; 385 Total Media Clips; and 1,502,856, 499 Media Impressions for 2023/2024 reflecting a 7% increase from prior year.
Visit Anaheim’s Workforce Development initiative was launched in Spring 2024 to educate and engage the local community regarding the value of tourism. In addition, the program provides a viable career path for career opportunities and professional development.
5 Executive Summary
Our WFD Program is comprised of successful emerging leaders from companies such as Aramark, JW Marriott, OCVIBE, Honda Center, Angels Baseball, Aramark, Hilton Anaheim, Knott’s Berry Farm, Jazz Kitchen Coastal Grill & Patio and more.
Each share their educational background and career path stories and experiences, highlighting the value of this exciting industry to engage a future workforce for our destination.
Our team’s arrival sparks excitement, creating an environment of interest and enthusiasm which includes a 45-minute presentation consisting of short highlight videos, 3-4 relatable speakers and raffle prizes. Visit Anaheim has conducted 11 presentations at Anaheim High Schools and 5 presentations at Garden Grove High Schools with more than 1,000+ students attending all presentations. A total of 35 students are now CTA trained and certified. Our WFD program has more than 40 Industry Partners participating as Program Speakers. Our WFD microsite Job Posting Page has had more than 1,150 visits. There are tremendous opportunities from businesses in need of motivated, employees seeking exciting and challenging careers in tourism & hospitality. Our community is experiencing unprecedented growth with projects such as the $4 Billion OCVIBE retail/entertainment/dining/ mixed use project as well as the $1.9 Billion Disneyland Forward expansion. We recognize the need to encourage and inspire students who will be the next generation of hospitality professionals and we are an important catalyst connecting students to a wide range of opportunities.
Our Business Intelligence/IT department played a vital role in analyzing visitor trends, market growth, and economic impact. By providing data-driven insights, Visit Anaheim has been able to optimize marketing and sales strategies, measuring campaign effectiveness, and refine future destination planning efforts.
Looking ahead to 2025, Visit Anaheim will continue to expand regional, national and global marketing and trade partnerships, leveraging key events like Disney’s 70 th
Anniversary for increased media exposure. We will continue to strengthen all key areas to ensure Anaheim’s long-term success as a world-class travel and meetings + convention destination.
6 Executive Summary
The Anaheim Tourism Improvement District (ATID) was
established within the Anaheim Resort District in late 2010. The TID has impacted every aspect of Visit Anaheim’s operations and specifically our Convention Sales & Tourism Marketing
opportunities with increased funding. This funding has allowed us to continue to generate and expand demand for Anaheim both domestically and internationally.
The implementation of the ATID has enabled Anaheim’s visitor industry to become self-sufficient by adding a 2% assessment fee that mirrors the Transit Occupancy Tax (TOT) of each occupied guest room. The Tourism Improvement District is a self-assessed fee by the hotel community that is collected and audited by the City of Anaheim.
Visit Anaheim receives 75% of the ATID funds to provide a stable funding source to sustain competitive destination sales and marketing efforts. The Visit Anaheim Board of Directors oversees and manages the ATID funds. The remaining 25% of the ATID collections are set aside for Anaheim’s transportation
programs. These funds are collected and administered by a separate ATID Transportation Advisory Committee.
The ATID contribution list consists of 91 properties within the Anaheim Resort District:
• The boundaries of the tourism improvement district
• Any benefit zones
• Classification of businesses
• The basis and method of levying assessments
• The management plan
• The activities and improvements to be funded by the assessments Current ATID Properties
7 1. Alamo Inn & Suites
2. Alpine Motel
3. America’s Best Value Inn
4. Anaheim Camelot Inn & Suites
5. Anaheim Carriage Inn
6. Anaheim Del Sol Inn
7. Anaheim Desert Inn and Suites
8. Anaheim Desert Palms Hotel and Suites
9. Anaheim Discovery Inn & Suites
10. Anaheim Fairfield Inn By Marriott
11. Anaheim Harbor RV Park, LP
12. Anaheim Hotel
13. Anaheim Inn
14. Anaheim Maingate Inn
15. Anaheim Majestic Garden Hotel
16. Anaheim Marriott
17. Anaheim Portofino Inn & Suites
18. Ayres Hotel
19. Best Western Courtesy Inn
20.Best Western Park Place Inn
21. Best Western Pavilions, LLC
22.Best Western Raffles Inn & Suites
23.Best Western Stovalls Inn
24.Budget Inn
25.Cambria Hotel & Suites Anaheim Resort
26.Candlewood Suites Anaheim Resort Area
27. Candy Cane Inn
28.Capri Suites Anaheim
29.Castle Inn & Suites
30.Clarion Hotel Anaheim Resort
31. Classic Motel
32.Clementine Hotel & Suites Anaheim
33.Comfort Inn & Suites
34.Cortona Inn & Suites Anaheim Resort
35.Courtyard Anaheim Resort/Convention Center
36.Days Inn
37. Days Inn & Suites Anaheim
38.Disneyland Hotel
39.Disney’s Grand Californian Hotel
40.Disney’s Paradise Pier Hotel
41. Dolphin’s Cove Resort
42.Eden Roc Inn & Suites
43.Element Anaheim Resort Convention Center
44.Extended Stay America
45.Four Points by Sheraton Anaheim
46.Frontier Motel
47. Grand Legacy at the Park
48.Hampton Inn & Suites by Hilton
49.Hilton Anaheim
50.Hilton Garden Inn & Suites Anaheim
51. Holiday Inn & Suites Anaheim
52.Holiday Inn Express & Suites Anaheim
53.Home2Suites Anaheim Resort
54.Hotel Indigo
55.Hotel Lulu
56.Howard Johnson Plaza Hotel
57. Hyatt House at Anaheim Resort Convention Center
58.Hyatt Place at Anaheim Resort
59.Islander Inn & Suites
60.JW Marriott Anaheim Resort
61. Kings Inn Anaheim
62.La Quinta Inn & Suites Anaheim
63.Little Boy Blue Motel
64.Magnolia Tree Hotel
65.Motel 6
66.Motel 6 Disney LLC
67. Park Vue Inn
68.Peacock Suites Resort Hotel
69.Quality Inn & Suites Anaheim at the Park
70. Queens Inn Anaheim
71. Ramada Anaheim Convention Center
72. Ramada Maingate North
73. Residence Inn by Marriott at Anaheim
74. Riviera Motel
75. Sheraton Park Hotel at the Anaheim Resort
76. Signature Anaheim At Maingate
77. Sonesta Anaheim
78. Sonesta Extended Stay Suites Anaheim
79. Springhill Suites Anaheim Maingate
80.Springhill Suites by Marriott
81. Stanford Inn & Suites
82.Staybridge Suits Anaheim at the Park
83.Suncoast Park Hotel Anaheim
84.Super 8 Anaheim Disneyland Drive
85.The Villas at Disney’s Grand Californian
86.The Westin Anaheim Resort
87. Townplace Suites by Marriott
88.Travelodge Anaheim
89.Tropicana Inn
90.Worldmark The Club (Hotel)
91. Wyndham Garden Anaheim
2024 ATID Properties
8 CONVENTION SALES
Convention Sales Highlights
July 1, 2023 - June 30, 2024
Citywide Bookings – Convention Sales
Events using the ACC with Requested Peak Room Greater or Equal to 1,000:
• Events: 57
• Room Nights: 747,286
• Room Attendees: 689,946
• Average ADR: $281.70
• EIC: $1,647,972,281.13
• TOT: $29,153,668
Non-Citywide Convention Center Bookings
Events using the ACC with Requested Peak Rooms Less than 1,000:
• Events: 29
• Room Nights: 24,342
• Room Attendees: 170,447
• Average ADR: $218.19
• EIC: $70,171,630.98
• TOT: $796,677
Citywide Site Visits: 27
Convention Sales
10 Convention Sales Highlights
July 1, 2023-June 30, 2024
Industry Events Attended
• CEMA Summit – Keynote Sponsor with Presentation
• Maritz NEXT Conference
• Co-hosted Synchronicities Reception for Maritz
Buyers
• IMEX America
• Hosted Client Event
• AF Annual Holiday Showcase Tradeshow – Chicago
• Co-hosted Annual Synchronicities Client Dinner
• PCMA Convening Leaders
• Co-hosted Annual Synchronicities Client Event
• Co-hosted Gateway Cities Client Brunch
• Destination Showcase – Washington DC
• Client Event in Anaheim in conjunction with the Disney Food and Wine Festival
• PCMA EduCon
• Co-hosted Synchronicities Client Event
Key Client Touchpoints
• San Francisco Sales Mission
• “Signature Client Event”: Concert
• Presentation to Salesforce, DocuSign, Informatech
• Mid-Atlantic Sales Mission (DC/VA)
• “Signature Client Event” Baseball Game in DC
• Breakfast and Lunch Client Events
• Midwest Sales Mission (Chicago/Milwaukee)
• “Signature Client Event” Ducks Vs. Blackhawks Game
• 2 Client Lunches, Chicago/Milwaukee
• Presentation at the American Orthopedic Surgeons
including eight various Orthopedic Associations
• Client Event “Anaheim Taste and Tour” in conjunction with the Disney Food and Wine Festival
• Mid-Atlantic Sales Mission (DC/VA)
• “Signature Client Event” Baseball Game in DC
• Four additional client events in DC/MD/VA
• Visit California Road Show: Denver and Seattle
Convention Sales
11 Anaheim
Fiscal Year
2023/2024
Citywide Sales Presentations:
75.4%
Hotel Occupancy
57 ACC Bookings over
1,000 rooms on peak
27 Site visits for future
business
14 Uniquely
programmed shows,
missions and events
12 Source: Simpleview
CITYWIDE
Number of Events Cancelled:
4 Total Attendees:
84,500
Number of Room Nights:
62,330
EIC:
$121,322,066
TOT:
$2,477,618
NON-CITYWIDE
Number of Events Cancelled:
0 Total Attendees:
0 Number of Room Nights:
0 EIC:
$0
TOT:
$0
Group Cancellations
July 1, 2023 - June 30, 2024
Convention Sales
13 Source: Simpleview
Consumed ACC Business
July 1, 2023 - June 30, 2024
CITYWIDE
Number of Events:
44 Total Attendees:
744,400
Number of Room Nights:
557,423
EIC:
$1,472,068,697.85
TOT:
$20,191,812
NON-CITYWIDE
Number of Events:
35 Total Attendees:
238,597
Number of Room Nights:
38,999
EIC:
$191,739,721
TOT:
$1,256,840
Convention Sales
14 Industry Events
To enhance visibility and inform our customers and potential clients about the exciting developments in Anaheim, the Convention Sales Team has actively participated in, exhibited at, and sponsored various industry events. Below are some of the major events the team attended from July 2023 to June 2024:
2023
• CEMA Summit
• M & IW Summit
• Maritz Activate Conference
• Maritz Elevate Conference
• PCMA Partners Conference
• ASAE Summit Awards
• CEIR Predict Conference
• IMEX America
• National Coalition of Black Meeting Planners
• Visit California Northeast Road Show
• IAEE Expo! Expo!
• Association Forum Holiday Showcase
2024
• PCMA Convening Leaders
• Destination Showcase - DC
• IAEE Women’s Leadership Forum
• PCMA Spring Partner Conference
• PCMA Visionary Awards
• Maritz Elevate
• AMPS Golf Tournament Sponsor
• PCMA EDUCON
• Visit California Spring Road Show, Chicago/DC
Convention Sales
15 Customer Events/Sales Missions
The sales team organized customer events and conducted in-market sales missions to strengthen relationships with our clients and keep them informed about the latest developments in the destination. Below are some of the events that took place from July 2023 to June 2024.
2023
• Dallas Customer Events
• Maritz Team Lunch and Presentation
• Customer Holiday Lunch in Atlanta
• Synchronicities Holiday Dinner in Chicago
2024
• Gateway Cities Brunch at Convening Leaders
• Synchronicities Client Reception at Convening Leaders • Customer Advisory Board Meeting
• Chicago Customer Events: Ducks vs. Blackhawks, Client Events – Breakfast and Lunch with AI Speaker
• Customer Lunch in Philadelphia
• 2 Synergize Kick-Off Meeting
Convention Sales
16 2025 Convention Sales Focus
“THE RIGHT BUSINESS AT THE RIGHT TIME”
The Convention Sales Team will leverage the strategies and insights gained from the 2Synergize Workshops and their final recommendations to optimize the use of the Anaheim Convention Center. Our efforts will focus on filling Anaheim-area hotels with group business that complements the area’s robust transient demand. Strengthening partnerships with our hotel stakeholders and enhancing their understanding of the convention sales process will be crucial to our continued success.
The Business Development Manager (BDM) for Convention Sales will play a pivotal role in our success by identifying and pursuing the Target Year Market Mix through an acquisition strategy focused on securing top-rated events by peak room category. The BDM will utilize the Event Scoring Profile (ESP) to proactively target top-rated events with high-value peak room demand that align with the interests of the Anaheim stakeholders.
To maintain a competitive edge, we will continue allocating TID funds to subsidize Convention Center rental, enabling us to present creative and competitive pricing. Additionally, TID funds will support closing and multi-year incentives. We are also actively exploring a new proposal platform to deliver “Best in Class” proposals to securemore business for the destination.
Industry Events:
• PCMA Convening Leaders
• We Love New York Day (NYSAE) and Northeast CVB Event
• Conference Direct Event APM, CDX and Diversity
• Maritz Activate and Elevate Events
• PCMA/Destination Showcase/IAEE Women’s Forum in DC
• FICP Annual Conference
• FICP Strategic Leader Meeting
• Sports ETA Women’s Summit
• Sports ETA
• E-Sports Summit
• IAEE Women’s Forum
• PCMA Deacon
• ASAE Annual Meeting & Expo
• M & IW Summit Chicago
• CEMA Summit
• TEAMS
• Trade Show Executives Gold 100
• SISO
• ASAE Summit Awards Dinner
• PCMA Partner Summit
• IMEX Americas
• National Coalition of Black Meeting Planners
• Holiday Showcase Chicago
• IAEE Expo! Expo!
• Attend all local “in-market” events for PCMA, ASAE, AMPS,
CEMA, MPI
17 MEETING SALES
July-December 2023 Results
For Third Quarter, the Meeting Sales Team was able to generate a total of 266 leads, 249 of those leads were new business. The team had a 9.4% conversion rate and booked $28,053,176 in Economic Impact.
For Fourth Quarter, the Meeting Sales Team was able to generate a total of 221 leads, 212 of those leads were new business. The team had a 22.2% conversion rate and booked $26,159,429 in
Economic Impact.
From July-December 2023, the Meeting Sales team was able to participate in the following tradeshows and conferences, through TID Funding:
• Cvent Connect- Las Vegas, NV
• Smart Woman Summit- New York, NY
• Meetings & Incentives Worldwide- Schaumburg, IL
• Connect Marketplace- Minneapolis, MN
• ConferenceDirect CDX- Nashville, TN
• IMEX America- Las Vegas, NV
• Prestige Meetings- San Jose, CA
• Connect DC Marketplace- Washington, DC
• Amex Inter[action]- Seattle, WA
• SITE Holiday Event- Palm Springs, CA
• CalSAE Seasonal Spectacular- Sacramento, CA
In-Person sales calls were conducted in:
• Milwaukee, WI
• San Diego, CA
• Orange County, CA
• San Jose, CA
• Washington, DC
Hosted Client Events Included:
• CA CMO Alliance Luncheon & Harbor Cruise- San Diego, CA • Destination CA Roadshow- San Diego, CA
• Gwen Stefani Concert Event- Anaheim, CA
Meeting Sales Team and Convention Sales Team collaboration included:
• Texas Sales Mission- Dallas, TX
• Visit CA Fall Roadshow- New York, NY
• DC CVB Reps Summer Social- Washington, DC
Meeting Sales
19 January-June 2024 Results
For First Quarter, the Meeting Sales Team was able to generate a total of 302 leads, 289 of those leads were new business. The team had a 9.93% conversion rate and booked $16,468,388 in Economic Impact.
For Second Quarter, the Meeting Sales Team was able to generate a total of 259 leads, 251 of those leads were new business. The team had a 16.6% conversion rate and booked $22,902,330 in Economic Impact.
From January-June 2024, the Meeting Sales team was able to participate in the following tradeshows and conferences, through TID Funding:
• Independent Planners Education Conference- Greenville, SC • MPI Annual Conference and Experience- San Francisco, CA • Pharma Forum- Tampa, FL
• Meetings Industry Council of Colorado- Denver, CO
• Connect Marketplace- Las Vegas, NV
• CDME Spring- Washington, DC
• MPISCC- WECON- Newport Beach, CA
• PCMA Visionary Awards- Washington, DC
• CalSAE Elevate- Burbank, CA
• Northstar Incentive Live- Las Vegas, NV
• Meetings Today Conference- San Antonio, TX
• ConferenceDirect Diversity Conference- San Juan, PR
• HelmsBriscoe Annual Business Conference- Las Vegas, NV • MPI WEC- Louisville, KY
• Cvent Connect- San Antonio, TX
• Destination West- Aspen, CO
• Prestige Meetings- Salt Lake City, UT
In-Person sales calls were conducted in:
• Sacramento, CA
• Boston, MA
• Rhode Island
• Connecticut
• New York City, NY
• Denver, CO
Hosted Client Events Included:
• Denver, CO Client Event
• California DMO Alliance Client Event- Los Angeles, CA • Dine with Destinations- Columbus, OH
• Visit California Spring Roadshow DC- Washington DC
Meeting Sales Team and Convention Sales Team collaboration included:
• We Love NY Day- New York, NY
• PCMA Chapter event Phillies Game- Philadelphia, PA
• PCMA/ Destinations International Industry Week- Washington, DC • PCMA Visionary Awards- Washington, DC
• AMP’s Golf Tournament- Woodbridge, VA
Meeting Sales
20 Source: Simpleview
Group Cancellations
July 1, 2023 - June 30, 2024
There were no cancellations between July 1, 2023
and June 30, 2024.
Meeting Sales
21 Source: Simpleview
Opportunities Lost
July 1, 2023 - June 30, 2024
Number of Opportunities Lost:
711
Total Attendees:
334,424
Number of Room Nights:
710,925
The above groups were opportunities that were
lost or put on hold until further notice.
Meeting Sales
22 Source: Simpleview
New Group Bookings
July 1, 2023 - June 30, 2024
Number of New Bookings:
146
Total Attendees:
50,490
Number of Room Nights:
90,156
EIC:
$89,166,453
TOT:
$3,317,417
Meeting Sales
23 Meetings and Conventions Campaign
July 1, 2023-December 31, 2023
Overall Results
September-December 2023
• 16,360,012 Impressions
• 0.24% CTR
• 38,781 Clicks
• $7.17 Cost per session
• 576 Leads
Partners
Zeta Global: Audio, and Video
Meetings Today: Email Drip Campaign earned 371 leads
LinkedIn: Social Image/ Carousel
Sojern: Standard Display and Video
Greenspring eBlast: 7,447 clicks
Google: SEM Adserving
HERE WE GO!
Objective: Drive traffic to the RFP microsite, educate planners to gain leads and provide economic impact to the destination.
Target Audience: Meeting & Convention Planners
Geography: National
Budget: $175K Net
Timeline: September–December 2023
Measurement: RFP Submissions and Sessions + CPS
Programmatic: Sojern: Display, Native, and Video
Paid Search: Google
Trade: Smart Meetings, Meetings Today
Social: LinkedIn
Key Findings
• Email lead nurturing campaigns proved to drive lead generation • LinkedIn Single Image and Carousel Ads performed efficiently • Extended campaign flights are needed to optimize Ad performance • Campaign drove an 18% lift in likelihood to consider Anaheim for their next meeting or event
• 38.54% of Zeta Brand Lift survey responders are very likely to consider Anaheim for their next meeting/event.
M+C Campaign
24 Meetings and Conventions Campaign
July 1, 2023 – December 31, 2023
M+C Campaign
25 Meetings and Conventions Campaign
January 1, 2024 – June 30, 2024
Overall Results
March-June 2024
• 5,428,341 Impressions
• 0.56% CTR
• 30,639 Clicks
• $5.50 Cost per session
• 1,110 Leads
Key Findings
• Our advertising materials are surpassing industry benchmarks across their respective channels, achieving an impressive 5.4 million impressions to date.
• LinkedIn Carousel Ad achieved high CTR, 4x over the
benchmark at 3.03%
• Sojern: Confirmed 150 travelers and 164 hotel night stays from those who saw campaign Ads
• Smart Meetings remarketing banners saw 5x the average CTR at 2.47% and social media Ads resulted in over 3x the average CTR at 3.29%
HERE WE GO!
Objective: Drive traffic to the RFP microsite for lead generation and to educate planners, ultimately driving our economic impact to the destination.
Target Audience: Meeting & Convention Planners
Geography: National
Budget: $101,263 Net
Timeline: March–June 2024
Measurement: RFP Submissions and Sessions + CPS
Programmatic:
• Sojern: Standard Display, Native, and Video
• MPI: Standard Display
• Conference Direct: Standard Display
• Smart Meetings: Standard Display & Remarketing
• Meetings Today: Standard Display & Remarketing
Paid Search: Google
Trade: Smart Meetings, Meetings Today, Conference Direct, NorthStar Meetings Group, MPI, Prevue
Social: LinkedIn, Facebook, Instagram, and Twitter
M+C Campaign
26 Meetings and Conventions Campaign
January 1, 2024 – June 30, 2024
M+C Campaign
27 Sales Booking Summaries
Group Cancellations
• Number of Events Cancelled- 0
• Total Attendees- 0
• Number of room nights- 0
• EIC- 0
• TOT: 0
Opportunities Lost
• Number of Opportunities Lost- 85
• Total Attendees- 43,378
• Total Room Nights- 50,063
Group Re-Bookings
• Events re-booked- 0
• Total Attendees- 0
• Total Room Nights- 0
• EIC- 0
• TOT- 0
New Group Bookings
• New Bookings- 514
• Total Attendees- 4,264
• EIC- $6,628,426.04
• TOT- $276,835.80
2023 Event Participation &
Sales Missions
• CEMA Summit
• Maritz Activate
• ASAE Annual Event
• Conference Direct CDX
• Martiz Elevate
• Texas Sales Mission
• IMEX America
• Visit California Roadshow
• IAEE Expo! Expo!
• Synchronicities Holiday Dinner in Chicago
• AF Holiday Showcase
• Site So Cal Holiday Event
M+C Campaign
28 Planner Pulse
• 92 Newsletters sent per sales manager
• 3,400 recipients per eblast
• Click Rate- 3.1% (average is 2.5%)
• Open rate is 29% up from 24% last year
2024 Event Participation &
Sales Missions
• Convening Leaders
• Sacramento Sales Calls
• IPEC
• AIME Tradeshow
• Northeast Sales Calls
• MPI ACE
• Ducks Vs. Blackhawks Sales Mission
• Pharma Forum
• PCMA Spring Partner Conference
• Connect Marketplace
• Conference Direct APM
• PCMA Visionary Awards
• Maritz Elevate
• CALSAE Elevate
• Northstar Incentive LIVE
• Meetings Today
• CD Diversity Conference
• Helmsbriscoe ABC
• MPI WEC
• PCMA Chapter Event
• Visit California Spring Roadshow
• Cvent Connect 2024
• PCMA Educon
• Prestige Meetings
M+C Campaign
29 2025 Meeting Sales Focus
In 2025, the Meeting Sales team will be fully based in Anaheim, allowing for greater on-site engagement and stronger collaboration with hotel partners. New initiatives will enhance conversion rates, sales alignment, and incentive programs to drive business growth.
Key Initiatives
• Full Anaheim-Based Team – Ensures presence at every site inspection, improving conversion rates.
• Anaheim VALET Program – Each Meeting Sales Manager will support 4-5 hotels, attending sales meetings, identifying challenges, and strengthening communication with the Meetings & Convention Sales team.
Meetings Momentum Program
• Exclusive to TID Partner Hotels.
• $75,000 per hotel for both 2024 and 2025 business.
• Usage: Offsets group costs at $1 for every $7 in hotel revenue.
Optimized Sales Approach
• Transition to Room Night Goal Model – Aligns sales team efforts more closely with hotel partners to maximize bookings.
30 2024 Meeting Sales Goals
31 OCSC
Orange County
Sports Commission
The Orange County Sports Commission, OCSC, was tasked
with rebuilding sports tourism and event marketing to
similar pre-pandemic levels. Goals were set based on
bookings, leads, and economic impact. Total bookings and leads were comparable to 2019, the best year on record
since Visit Anaheim started tracking sports.
33 OCSC was tasked with rebuilding sports tourism and events marketing to similar pre-pandemic levels. Goals were set based on bookings, leads, and economic impact. Total bookings and leads were comparable to 2019, the best year on record since Visit Anaheim starting tracking sports. 90 # OF BOOKINGS
FISCAL PRIOR YEAR = 74
ANNUAL TARGET = 90
22%
YEAR OVER YEAR
4 CITYWIDE BOOKINGS
FISCAL PRIOR YEAR = 4
ANNUAL TARGET = 4
$247,641,966
ECONOMIC IMPACT YTD
FISCAL PRIOR YEAR = $175,263,550
ANNUAL TARGET = $187,250,000
Even =
YEAR OVER YEAR 206
# EVENT LEADS
PRIOR YEAR = 173
ANNUAL TARGET = 176
19.5%
YEAR OVER YEAR
41% YEAR OVER YEAR
Team Goals and Metrics
OCSC
34 World Beach Ultimate Championships
Huntington Beach
October 28–Nov 4
Economic Impact: $1,466,347
Attendees: 3,000
Men’s Volleyball Nations League
Anaheim
July 4–9
Economic Impact: $7,504,990
Attendees: 30,000
SCVA Girls Summer Soiree
Anaheim
June 29–July 2
Economic Impact: $20,117,666
Attendees: 20,000
*Economic impact calculations based on
Visit Anaheim Calculator
Varsity United Spirit Association, Spirit Nationals
Anaheim
February 15-18
Economic Impact: $10,762,975
Attendees: 22,800
2023/24 Fiscal Year Major Event Recap
USA Water Polo Junior Olympics
Countywide
July 15-23
Economic Impact: $6,041,733
Attendees: 5,000
OCSC
35 Anaheim Snapshot
27 Broadcasters
70 Territories
+30K
Tickets Sold
24K
Attendance
+120K
Social
audience
growth
100M
Social
Impressions
+71M
Video views
276K
OTT Viewership
(Anaheim Only)
BROADCAST
TICKETING
VBTV
SOCIAL MEDIA
Volleyball Nations League Media
Impact For Anaheim
OCSC
36 Welcoming Dancers from War-torn Ukraine
OCSC helped a group of young dancers representing
RealDanceStudio from the town of Chortkiv, in the
Ternopil Region of Ukraine. Having won the World of
Dance Championship in Poland, they have been selected
to represent Ukraine at the World of Dance Competition
in Anaheim
Unfortunately, the Ukrainian team was hit hard by the
ongoing war. Many losing family members and becoming
refugees. OCSC gifted 20 park hopper tickets for the
dancers and chaperones to attend the Disneyland® Parks, where the dancers will experience the resort for the first time. The Hilton Anaheim and Sheraton Park Hotel are
donating hotel rooms for the dancers, coaches, and
chaperones for the duration of their stay.
Sports commissions, traditionally viewed as solely vehicles for economic growth through attracting sporting events, have a largely untapped potential to be so much more. Sports commissions and sports tourism organizations worldwide are increasingly recognizing their role in social impact. It is not only a necessary evolution but an imminent one. OCSC is proud to be part of an industry that is looking at sports beyond the fields and courts to create opportunities, foster inclusivity and drive change in communities. We can and should continue to build support programs that empower underrepresented groups, promote health and wellness of all kinds, and foster a sense of community cohesion.
Skills Clinics for Boys & Girls Club
It is important for legacy events like the
AVP Huntington Beach Open to set roots
in the communities to annual brings it tour
to. This year, OCSC led the planning of a
youth skills clinic, between the local Boys &
Girls Clubs learning from the AVP Pros
themselves. After the 1-hour long session
on the beach, each child received a
volleyball and t-shirt to take home.
AHS Volleyball Donation
Anaheim High School has one of the most
underfunded athletics dept in the county.
OCSC partnered with Anaheim
Councilmember Steve Faessel to donate
$1,500 worth of volleyballs.
Based on the relationship formed with
Volleyball World, after hosting the Volleyball
Nations League in July. OCSC was able to
arrange the donation on their behalf. As the
federation looks to make a long term-
commitment into the community.
Community Giveback
OCSC
37 Community Giveback
Welcoming Dancers from War-torn Ukraine Skills Clinics for Boys & Girls Club AHS Volleyball Donation OCSC
38 Business Development
Tradeshows & Conferences
OCSC had the pleasure to attend multiple tradeshows and conference in 2023. Promoting and selling the destination and its venues to events rights holders. Along with marketing the destination on a national and global stage to continue to reassure the unique identity of Orange County being the “Heart of SoCal Sports.” This included attending the following. • TEAMS Conference & Expo
• Sports Express Conference
• Smart Cities in Sports
• Host City Conference
• NCAA Bid Symposium
• Sports ETA Symposium
• Women’s Sports Summit
OCSC
39 Goals and Separation
2023/24 fiscal year was a year of growth and transition.
OCSC is still young in its infancy as an organization.
Lagging competing Sports Commissions such as San
Jose, Kansas City, St Louis, Columbus and Seattle. For its existence, OCSC has been part of Visit Anaheim operating under its umbrella as it own brand with its own board. A strategic decision was made and voted on both boards to separate, allowing OCSC to become independent,
standalone 501c3. Allowing it to make its own decisions in the best interest of OCSC. While still partnering with and support Visit Anaheim as a “sister organization”. The
transition was started in February of 2024, and finalized on July 31st of the same year.
Goals were adjusted to fit within the ATID fiscal year.
OCSC
40 2024-2028 Strategic Plan
Goals & Separation 7-Month Adjustment
41 TOURISM
Combined
Domestic and
International
Results
2023/2024
221,106
Total Room Nights
4,840
Total Travel Trade
Reached
104,644,139
Total Impressions
43 Trade
TACTICS
• Trainings
• Webinars
• Mission
• Client Events
• Online Training Program
• Product Inclusion in trade
programs
• Product Development
OBJECTIVES
• Retaining existing relationships
and monitoring for new trade
partnerships.
• Trade education through
webinars, sales calls, and
participating in key industry
events and programs.
Tourism
44 Consumer
TACTICS
• Co-ops with trade partners
(airlines, operators, and/or
Brand USA and Visit California)
• Co-ops with non-traditional
partners
• Integrative Programs
• In-Market Activations
OBJECTIVES
• Generate room night production to
Anaheim/Garden Grove Hotels.
• Develop integrative and in-market
activations to position Anaheim as
a top-of-mind leisure vacation
destination.
• Leverage Brand USA and Visit
California programs to target the
consumer
• Identify partnership opportunity
with Disney
Tourism
45 Media
TACTICS
• Trade
• Consumer
• Influencers
OBJECTIVES
Forge strategic relationships and
inspire travel and consumer
media with Anaheim content to
help identify influencers, fam,
and PR generation opportunities.
Tourism
46 2023-2024 Consumer Co-ops
Tourism
Program Date Market
Brand USA Canda Multi-Channel (3 City co-op) March 27, 2023 - July 2,2023 Canada Hotelbeds International Campaign May 1, 2023 – July 31, 2023 International Get Away Today Fall Into Savings August 2023– October 2023 Domestic Quantas Hotels/Holidays Campaign May 2023 – August 2023 Australia Brand USA Luxury Escapes Campaign June 1, 2023 – July 15, 2023 Australia Expedia Summer Co-op 2023 June 1, 2023 – August 31, 2023 Domestic Expedia International Co-op 2023 July 2023 – October 2023 Australia, Canada & Mexico New Zealand House & Garden Magazine Campaign July 2023 New Zealand WebBeds Campaign August 1, 2023 – August 31, 2023 Domestic, Mexico, UK Salt Lake Bees August 2023 Domestic
Luxury Escapes (Australia) August 2023 – November 2023 Australia AMA Travel Co-Op August 1, 2023 - December 31, 2023 Canada 47 2023-2024 Consumer Co-ops Continued
Tourism
Program Date Market
Holidays with Kids Campaign September 2023 – October 2023 Australia AAA Fall 2023 Campaign Co-op September 2023 – November 2023 Domestic Price Travel Campaign September 2023 – January 2024 Mexico Hotel Beds International Campaign September 2023 – February 2024 Domestic Coast Radio Promo/Giveaway October 2023 – November 2023 New Zealand Get Away Today Give The Gift Campaign October 1, 2023 – December 31, 2023 Domestic HIS Japan Campaign December 1, 2023 – February 1, 2024 Japan Infinity Travel Campaign December 2023 – February 29, 2024 Australia H.I.S Tabijo Campaign January 1, 2024- March 1, 2024 Japan RedTag.ca Campaign January 2024- April 2024 Canada
Get Away Today Spring Into Savings February 1, 2024- April 30, 2024 Domestic 48 2023-2024 Consumer Co-ops Continued
Tourism
Program Date Market
WebBeds Destination Spotlight Campaign March 1, 2024- April 30, 2024 Domestic South by Southwest Undercover Tourist March 2024 – April 2024 Domestic Expedia Spring Domestic Co-Op March 2024 – May 2024 Domestic Ignite Holidays Campaign March 2024 – May 2024 Australia AAA Summer 2024 Campaign Co-Op (Texas) March 2024 – July 2024 Domestic Flight Centre April 2024 Australia
Visit California/ Brand USA Canada Expedia Campaign April 2024 – June 2024 Canada Expedia Summer Domestic Co-Op June 2024 – August 2024 Domestic Southwest Airline Vacations Summer Campaign June 2024 – September 2024 Domestic Hotelbeds/Beds Online Domestic Summer Campaign June 2024 – September 2024 Domestic Get Away Today Summer Savings June 2024 – September 2024 Domestic 49 Consumer Program:
HotelBeds 2023
International Campaign
January 25, 2023 – July 31, 2023
Based on the success of the 2022 Co-op Campaign, Visit
Anaheim extended partnership with Visit California and
to promote the destination targeting travelers from key international markets: Canada, Mexico, Australia, Germany, and France. This campaign gave Visit Anaheim featured
placement on Hotelbeds site along with targeted links to key search targets.
Campaign Results 2023
• 31,575,568 Impressions
• 53,433 Room Nights
Consumer Program:
HotelBeds 23-24
International Campaign
September 2023 – February 2024
As part of our ongoing efforts to drive overnight stays in Anaheim hotels, Visit Anaheim partnered with HotelBeds, with a campaign that amplified exposure in 6 key markets including Australia, New Zealand, Canada, Mexico, Japan and South Korea. Using a variety of training tactics and special offers, messaging was pushed out digitally to
HotelBeds network of travel agents and affiliate partners.
Campaign Results 2023-24 (6-months)
• 62,220 Room Nights
Tourism
50 Consumer Program:
Get Away Today
Appreciation Co-op
August 2023
24 Partners
50 Get Away Today Staff
68 Influencers
Program Components
• Season Consumer Campaign
• Batting Practice Event
• Office Visit - Gameday
• In Stadium Activation
• Tailgate Party with GAT Staff
• Partner Tradeshow
• Influencer Workshop
• Media Interviews
• Social Media Engagement
• Executive Team Dinner
Tourism
51 Tourism
52 Consumer Program:
Price Travel Campaign
September 2023 - November 2023
As part of our ongoing efforts to drive overnight stays in Anaheim hotels, Visit Anaheim partnered with Price Travel, one of Mexico’s top Online Travel Agencies on a campaign promoting the destination. The campaign targeted Price
Travel’s audience with various methods from on-site
advertising, push notification, social media, call center staff training, and a video wall in Mexico City airport. The
campaign also leveraged Price Travel’s reach with their affiliates Aeromexico Vacations, Travelinn, and American Express.
The campaign ran for ten weeks and generated a total of 2,137 room nights.
Tourism
53 Consumer Program – Australia Efforts:
Luxury Escapes – Brand USA Campaign
June 15, 2023 – July 15, 2023
Luxury Escapes are a luxury travel website that has quickly become Australia’s premier online destination for luxury holidays at unbeatable prices, with over 600,000 travelers taking a Luxury Escape holiday in 2021 and a combined daily reach of over three- million members.
Luxury Escapes designs tailor-made multi-media campaigns to provide partners with exposure across their various platforms, ensuring they meet their business objectives. They currently promote their partnerships across Australia & New Zealand using daily email marketing delivered to over one-million members, posts to their Facebook following of over 1.5-million social media users, articles and banners on their digital magazine that receives over 200,000 monthly views and high-quality videos. This co-op with Brand USA, featured Anaheim as a premier destination.
In addition to providing great exposure to a quickly growing audience and new sales channel with a broad reach, launching this campaign prompted Luxury Escapes to contract with over 10 Visit Anaheim partners for future package sales.
Tourism
54 Consumer Program:
Qantas Holidays/
Visit California
Campaign
May 2023 - August 2023
Visit Anaheim participated in a Visit California Campaign with Qantas Holidays driving visitation to Anaheim.
Campaign contributed to 1,165 room nights specifically
from featured hotels and an additional 3,000 to Visit
Anaheim hotel partners. Visit California selected Anaheim, Los Angeles and San Francisco on a rotating carousel to promote travel to CA from Australia on Qantas.
Campaign resulted in over 8 Million impressions and
627,000 unique users.
Tourism
55 Consumer Program:
Luxury Escapes
Campaign
August 2023 - November 2023
Visit Anaheim was featured with a two-page ad in the
Luxury Escapes magazine. To follow up on the Luxury
Escapes / Brand USA multi-channel campaign from June
2023, The feature ad was distributed to Luxury Escapes
database of 280K along with inclusion in the e-newsletter roll out for holiday offers. Room night production increased YOY from 2022, but more importantly, due to the
campaign, Luxury Escapes is contracted with over 20 area hotels along with Knott’s, Disneyland Resort, Angels
Baseball and Karmel Transportation.
Tourism
56 Consumer Program:
WebBeds Campaign
August 2023 - September 2023
Visit Anaheim partnered with WebBeds for an Anaheim
spotlight campaign. WebBeds network includes North
America, Europe, Latin America and Australia. Campaign
saw an uptick of 31% production into Anaheim YOY from
2022 with one property generating near 250 room nights
in one month. Overall, production from WebBeds into
Anaheim was 16,350 room nights in 2023. Visit Anaheim
was able to connect WebBeds with hotels not contracted
and were on pace to triple production for 2024.
Tourism
57 Consumer Program:
WebBeds Campaign
March 2024 - April 2024
Visit Anaheim partnered with WebBeds for an Anaheim
spotlight campaign. WebBeds network includes North
America, Europe, Latin America and Australia. Campaign saw an uptick of 42% production into Anaheim YOY from
2023 with one property generating near 280 room nights
in one month. Overall, production from WebBeds into
Anaheim for Q1 was 12,601. Visit Anaheim was able to
connect WebBeds with hotels not contracted including
Sheraton Park, Howard Johnson and The Viv and were on
pace to triple production for 2024.
Tourism
58 Consumer Program:
AAA Fall Campaign
September 2023 - November 2023
Our domestic efforts included a AAA campaign where Visit Anaheim and partners were featured in the August –
November Westways magazine, Via digital platform and
AAA regional EDMs. All components were designed to
direct consumers to the Hotel Special offers landing page on the Visit Anaheim website.
The 3 month Fall Focus generated 13.9 Million impressions Tourism
59 Consumer Program:
AAA Summer
Campaign
March 2024 - July 2024
Due to feedback from our partners, our Fall AAA campaign was shifted to direct travel towards summer. In addition to the shift in calendar, we expanded the reach of this
campaign in the Texas market. Our domestic efforts
included a AAA campaign where Visit Anaheim and
partners were featured in the August–November Westways
magazine, Via digital platform and AAA regional EDMs. All components were designed to direct consumers to the
Hotel Special offers landing page on the Visit Anaheim
website.
The 3-month summer focus generated 20.9 Million
impressions.
Tourism
60 Consumer Program:
SXSW Austin
Undercover Tourist
Campaign
March 2024 - May 2024
Visit Anaheim participated in SXSW, during the culture
track activations with a hospitality suite. Local vendors were featured with a coffee station, nacho bar, and culminating with a happy hour hosted by James Beard Nominated
Anaheim favorites, Strong Water. In conjunction with this activation was the AAA Texas Explorer campaign and a
campaign partnership with Texas based wholesale
operator, Undercover Tourist.
The Spring Campaign was promoting Pixar Fest and
Summer travel and resulted 6.8 Million impressions and
2,100 attributable room nights.
Tourism
61 Consumer Program:
RedTag.CA & NHL
January 2024 - April 2024
Visit Anaheim partnered with RedTag.ca on an in-trade
partnership coinciding with Visit Anaheim’s sponsorship with NHL Vancouver Canucks and Edmonton Oilers.
Visit Anaheim gave exposure to RedTag.ca as the main call to action for various ads at NHL games as well as
supplemental social media ads from Visit Anaheim.
The digital campaign with RedTag.ca resulted in 20 million impressions and generated 480 room nights booked
equating to $155,000.
Tourism
62 New Zealand Consumer
Program:
NZ House & Garden
Magazine
July 2022
NZ House & Garden is a luxury magazine that deals with
high end travel and décor. This article was a culmination of efforts from Pip and our partners to focus on botanical aspects of Orange County and included interviews with
Disney horticulture teams as well as Anaheim city officials.
The 6-page spread included information on the Westin
Anaheim Resort, Catalina Island, Disneyland Resort,
Fullerton Arboretum and Anaheim Resort entrance
signage.
Campaign Results: 93,000 Impressions
Tourism
63 Tourism
New Zealand Consumer
Program:
Coast Radio
October 30, 2023 – November 17, 2023
The Coast Radio campaign was a collaborative campaign
with Air New Zealand and local radio station to promote a prize package to Anaheim. Campaign included promotion
of the prize and listener interaction with Anaheim trivia to qualify for the program. Content ran during peak drive time over a four-week period.
Campaign Results: 186,918 Impressions
64 Consumer Program:
Expedia Co-ops
The Tourism Department led seasonal domestic co-op campaigns with Expedia Group promoting the destination targeting travel intenders from Anaheim's top origin domestic fly and drive markets. These campaigns included banner ads across Expedia Group's owned travel sites and a landing page on Expedia.com featuring participating hotels and activities. Visit Anaheim partner hotels had the opportunity to participate in the co-op campaign by being featured on the Visit Anaheim landing page promoted in the campaign.
Tourism
Domestic Co-op
Summer 2023 Campaign
(Jun. 2023 – Aug. 2023)
Spring 2024 Campaign
(Mar. 2024 – May 2024)
Summer 2024 Campaign
(Jun. 2024 – Aug. 2024)
Results
Domestic Co-ops Totals
(Summer 2024 campaign
results not included)
• Impressions: 1,477,156
• Room nights: 54,269
• Hotel Gross Bookings:
$13,663,000
65 Consumer Program:
Expedia Co-ops
The Tourism Department led two international campaigns
with Expedia Group promoting the destination targeting
travel intenders from Anaheim’s top international markets.
These campaigns included banner ads across Expedia
Group's owned travel sites and a landing page on
Expedia.com featuring participating hotels.
One campaign targeted three key international markets with a robust offering of ad exposure targeting both B2C and B2B through Expedia’s Travel Agent program
Tourism
International
International Campaign (Australia,
Canada & Mexico)
Jul. 2023 – Oct. 2023
Canada 2024 Campaign (with Visit
California & Brand USA)
(April 2024 – Jun. 2024)
Results
Domestic Co-ops Totals
International Campaigns:
• Impressions: 31,515,343
• Room nights: 37,711 room nights
• Hotel Gross Bookings
$9,158,800
66 32,992,499
Impressions
91,980
Room Nights
$22,821,000
Hotel Gross Bookings
Expedia
Programs
Totals
FY23/24
67 Consumer Program –
Brand USA:
Orange County
Canada Campaign
March 2023 - July 2023
Visit Anaheim partnered with Visit Buena Park and Travel Santa Ana on a three-city OC co-op campaign with Brand
USA targeting the Canada market. The purpose of the
campaign was to leverage the multi-city partnership to
create a larger and more impactful presence. The
campaign included inclusion in Brand USA’s interactive
travel guide that is promoted digitally in Canada, display ads, Facebook ads, and inclusion on the Visit the USA
Expedia Landing Page promoting hotels which generated
7,296 room nights equating to $1.76 Million in gross hotel bookings for Anaheim and Garden Grove hotels.
Tourism
68 Consumer Program – Get Away Today:
Give the Gift Campaign
November 1, 2023 – December 31, 2023
Get Away Today continues to be the Top Producing
Domestic Wholesale Operator for tickets and room
nights into Anaheim. Visit Anaheim celebrated 34
years of partnership in 2023/24 with several
campaigns aimed at key feeder drive-markets of
Western states. Give the Gift of a vacation began in
the fall promoting winter and spring travel to Anaheim
with a multi-layered approach including social media
ads, TV segments and influencer engagement.
Campaign Results:
• 728,455 Impressions
• 830 Packages
• 3,043 Room Nights
Tourism
69 Consumer Program – Get Away Today:
Spring into Savings Campaign
February 26, 2024 – April 30, 2024
Get Away Today continues to be the Top Producing Domestic Wholesale Operator for tickets and room nights into Anaheim. The Spring into Savings promotion was aimed at Angels Spring Training with an influencer event at Spring Training opening week, a sponsorship at Tempe Diablo Stadium and a communication overlay with TV interviews/sweepstakes and special offers for the Arizona market day .
Campaign Results:
• 5,601,214 Impressions
• 1228 Packages
• 4,985 Room Nights
Tourism
70 Consumer Program:
Get Away Today
Appreciation Program
June 2024
23 Partners
40 Get Away Today Staff
78 Influencers
Program Components
• Season Consumer Campaign
• Olympic Field Event
• Office Visit - Gameday
• In Stadium Activation
• Tailgate Party with GAT Staff
• Partner Tradeshow
• Influencer Workshop
• Media Interviews
• Social Media Engagement
Tourism
71 Consumer Program:
AMA Travel
August 2023 – December 2023
Visit Anaheim partnered with AMA Travel (the
travel division of the Alberta Motor Association) in
Canada on a co-op campaign with the goal of
inspiring Albertans to travel to Anaheim. This
campaign featured dedicated articles on the AMA
Travel website, emails to the AMA’s membership
database, social media, and a segment on Global
News Edmonton promoting Anaheim packages
with AMA Travel.
The campaign generated over 1.1 Million
impressions and resulted in 1,322 room nights
with an average length of stay of 5 nights.
Tourism
72 Consumer Program:
Southwest Airlines
Vacations
June 2024 – December 2024
Visit Anaheim partnered with Apple Leisure Group
and affiliates for in in-summer for summer
campaign. This campaign launched in June and
will run through December 2024 with featured
ads on the Southwest Airlines Vacations landing
page, dedicated e-newsletters, a three-city feature
followed by a dedicated Anaheim presence across
Southwest Vacations and Funjet Vacations.
Tourism
73 2023-2024 Sales Missions
Tourism
Programs Month/Year Market
Get Away Today Expo/Event August 2023 Domestic
Visit Anaheim South Korea Mission September 2023 South Korea Visit Anaheim Japan Sales Mission September 2023 Japan
Visit Anaheim Canada Sales Mission November 2023 Canada Visit USA Australia February 2024 Australia
Brand USA B2B Australia February 2024 Australia
Brand USA B2B New Zealand February 2024 New Zealand
Discover America Expo February 2024 New Zealand
Visit Anaheim Mexico Sales Mission June 2024 Mexico
74 Visit Anaheim Trade & Media
Mission South Korea
September 2023
The Tourism Department led a Sales Mission to South Korea. This mission had been in the works since 2020 with City Officials from Garden Grove visiting their Sister City of Anyang. This trip was combined with trade and media events in Seoul. This sales mission focused on educating travel agents in-market as well as to develop and nurture strong relationships with key travel trade operators.
Delegates met with key Korean clients and media to promote increased length of stay and more engaged story-telling to a rapidly growing audience.
Delegates also participated in travel agent trade shows and training presentations in Seoul. With the growth of a new generation of travel agents, education remains a top priority to ensure that Anaheim remains top of mind. The mission also included a VIP networking reception in Seoul, a media round table and a reception with South Korea influencers. The sales mission overall connected delegates with 184 total trade contacts.
Tourism
75 Visit Anaheim Trade & Media
Mission Japan
September 2023
The Tourism Department led a Sales Mission to Japan. This trip was combined with trade and media events in Tokyo along with in office visits to Japanese Association of Travel Agents (JATA). This sales mission focused on educating travel agents in-market as well as to develop and nurture strong relationships with key travel trade operators. Delegates met with key Japanese clients and media to promote increased length of stay and more dynamic story-telling to a very mature market. Shohei Ohtani was still an Angel at the time of travel.
Delegates also participated in travel agent trade shows and training presentations in Tokyo. With the growth of a new generation of travel agents, education remains a top priority to ensure that Anaheim remains top of mind. The mission also included a VIP networking reception in Tokyo, a media round table and a reception with the Mayor of Mito City where the Visit Anaheim delegation presented a Mayoral Proclamation of friendship. The sales mission overall connected delegates with 184 total trade contacts.
Tourism
76 Visit Anaheim Trade & Media
Mission Canada
November 2023
The Tourism Department led our annual Canada Sales Mission with a delegation of 18 partners including hotels, theme parks, and transportation companies. The multi-city sales mission focused on educating travel agents in-market as well as to develop and nurture strong relationships with key travel trade operators. Delegates met with key Canadian clients and attended educational sessions which included updates from the two largest Canadian Airlines, WestJet and Air Canada.
Delegates also participated in travel agent trade shows and training presentations in Calgary, Edmonton and Vancouver. With the growth of a new generation of travel agents, education remains a top priority to ensure that Anaheim remains top of mind. The mission also included a VIP networking reception in Vancouver for key trade clients and media with an update from Visit Anaheim on new updates to the destination. The sales mission overall connected delegates with 316 total trade contacts.
Tourism
77 Visit USA Shows Australia &
New Zealand
February 2024
The Tourism Department led a delegation of 6 partners to Australia and New Zealand to participate in the Visit USA Australia Expos and Brand USA NZ Expo. This mission included Visit Anaheim events in Brisbane, Sydney and Auckland in addition to B2b Sessions in Sydney and Auckland. Travel Agent Education Expo events in Brisbane, Melbourne, Sydney and Auckland focused on educating many new travel agents, as well as to develop and nurture strong relationships with key travel trade operators. Delegates participated in travel agent trade shows and training presentations in each of the cities including a special media event in Sydney. In addition to the travel agent training, delegates also met with key trade operators and product buyers in 1-on-1 appointments and a Visit California reception in Sydney. The sales mission also included events with key trade, media, and influencers. The sales mission overall connected delegates with 680 total travel agents and trade contacts and also included coverage from key trade media Karry-on, Travel Today and Travel Daily.
Tourism
78 Visit Anaheim Trade & Media
Mission Mexico
June 2024
The Tourism Department led our annual Mexico Sales Mission with a delegation of 8 partners. The sales mission included Mexico City and Guadalajara. Mission components focused on educating the travel agents which is something that is in strong demand in the market, as well as to develop and nurture strong relationships with key travel trade operators.
Delegates participated in travel agent trade shows and training presentations in each of the cities including a special presentation from Comscore LATAM to share insight into the media preferences of Mexican travelers.
In addition to the travel agent training, delegates also met with key trade operators and product buyers in 1-on-1 appointments and a client lunch with Volaris Airline and Ya Vas (the vacation package division of Volaris). The sales mission also included events with key trade, media, and influencers in Mexico City with a batting cages experience and in Guadalajara a unique outing with key contacts to Tequila. The sales mission overall connected delegates with 235 total trade contacts and included interviews with key trade and consumer media outlets in market.
Tourism
79 FAMs
Tourism
In fiscal year 2023/2024, the Tourism Department hosted 20 fam groups
from 5 key international markets including Canada, Australia, New Zealand, Mexico, Asia and 4 domestic groups with a
total number
200 travel professionals.
80 2023-2024 FAMS
Programs Month/Year Market
Frugal Frolicker July 2023 Australia
Get Away Today Arizonia Base Influencer August 2023 Domestic Dream Destinations September 2023 Mexico
The Travel Junction October 2023 Australia
Global Travel Network October 2023 New Zealand
Visit California Japan December 2023 Asia
Tour America – Thailand January 2024 Asia
HIS Tabijo Group January 2024 Asia
Get Away Today February 2024 Domestic
Get Away Today Arizonia Influencer February 2024 Domestic Tourism
81 2023-2024 FAMS Continued
Programs Month/Year Market
CoverMore March 2024 Australia
House of Travel March 2024 New Zealand
Brand USA Canada Mega FAM April 2024 Canada
Zoku Travel April 2024 Australia
Travel Without Limits April 2024 Australia
Disney Novice April 2024 Australia
Post-IPW Destination Showcase May 2024 Australia/New Zealand Visit California IPW Post-FAM May 2024 International
Visit California IPW Post-FAM – China Only May 2024 Asia Get Away Today Utah Influencers June 2024 Domestic
Tourism
82 Webinar Trainings
In fiscal year 2023/2024, the Tourism Department conducted 22 webinar trainings for 2 domestic and 5 key international markets including:
• Mexico
• Canada
• Australia
• New Zealand
• Japan
Reaching a total number of
1,774 travel professionals.
Tourism
83 Webinars
PROGRAMS MONTH/YEAR MARKET
Disney Imagination Campus Showcase August 2023 Domestic Dugan’s University Training September 2023 Domestic
Archer Webinar September 2023 Mexico
InterTravel Webinar September 2023 Mexico
Geo Travel Webinar September 2023 Mexico
Travel Weekly/Travel Age West CA Connect October 2023 Domestic Destination Specialist Program November 2023 All
Australia Destination Webinar November 2023 Australia
Anaheim Specialist Program Webinar January 2024 All
Yadira Viajes February 2024 Mexico
Viajes Tu Mundo February 2024 Mexico
Mega Travel Webinar March 2024 Mexico
Tourism
84 Programs Month/Year Market
Grupo Posadas Webinar March 2024 Mexico
Club California - Japan Q1 March 2024 Japan
Mega Travel Training April 2024 Mexico
Price Travel Webinar April 2024 Mexico
St. Cuthberts Academy New Zealand April 2024 New Zealand Travel Brands Webinar May 2024 Canada
Club California – Japan Q2 June 2024 Japan
AFEET Association Presentation June 2024 Mexico
Mazzarino Viajes Training June 2024 Mexico
Viajare Training June 2024 Mexico
Webinars
Tourism
85 Trade Shows and Events
Program Month/Year Market
Student Youth Travel Association AUG 2023 Domestic
Air Canada Vacations Product Launch SEP 2023 Canada
Brand USA Travel Week OCT2023 Europe
Visit California Canada Sales Mission JAN 2024 Canada
City of Anaheim Trip to Japan APR 2024 Asia IPW 2024 MAY 2024 All markets Tourism
86 2023 Trade Show Events
August 2023
Disney Imagination Campus Showcase:
• SYTA Kick-off
• New Program Overview
• Hands on Experience
• Immersive Storytelling
• United Anaheim Message
Tourism
87 2023 Trade Show Events
September 2023
Air Canada Vacations Product Launch Shows
Visit Anaheim represented the destination at Air Canada Vacations’ Product Launch shows in Vancouver and
Edmonton. As a participant, Visit Anaheim had a tradeshow table engaging with travel agents about what’s new the in the destination while promoting the Visit Anaheim Canada Sales Mission later that year.
October 2023
Brand USA Travel Week
Visit Anaheim participated in Brand USA Travel Week which is a show that combines one-on-one appointments with
European buyers with educational sessions featuring
marketing trends and market updates.
August 2023
SYTA
• Winnipeg, Manitoba, Canada promoted partner categories:
• Educational Experiences
• Student Friendly Hotels
• Group Friendly Restaurants
• Transportation Options
• Performance Venues
• Student Friendly Attractions
• 45 Appointments
• Disney Operator Dinner
• Largest Destination Delegation
Tourism
88 2024 Trade Show Events
April 2024
City of Anaheim Mission to Japan
Visit Anaheim participated in the Anaheim Mayor’s trip to Mito, Japan along with elected officials and city staff. The goal of the trip was to visit Mito, Anaheim’s sister city and participate in a series of programs and events organized by the Mito municipality. In addition, the itinerary also included meetings at Disney Sea along with a tour of the new land, Fantasy Springs, a potential new expansion to the Disneyland Resort as part of the Disneyland Forward projects. Moreover, the program included the coordination of sales calls to H.I.S and JATA (Japan Association of Travel Agents).
February 2024
Visit USA Australia Travel Agent Expos
Visit Anaheim and a delegation of 6 partners provided Anaheim updates on product and sample itineraries to over 680 Travel Agents in 3 cities.
Melbourne, Brisbane and Sydney were the host locations for the agent trainings which drew participants from Perth, Adelaide and the Gold Coast to hear the latest about travel to Anaheim. While in destination, two consumer campaigns were live, one with HelloWorld / Viva Holidays and the other was a feature story in Holidays with Kids a popular family travel publication. Visit Anaheim engaged with key Australian trade clients including Flight Centre, Luxury Escapes, HelloWorld, Infinity Travel, Ignite Holidays, Qantas Holidays, and Klook and many independent agents. Visit Anaheim also announced that travel agent rates were available through our education portal along with video updates in a local voice.
January 2024
Visit California Canada Sales Mission
Visit Anaheim was represented at Visit California’s Canada Trade Mission to Calgary, Edmonton and Vancouver. This sales mission saw over 200 travel agents and 20 California suppliers with the goal of educating Canadian travel agents on California in a unique tradeshow format. Visit Anaheim engaged with key Canadian trade clients including WestJet Vacations, Air Canada, TravelBrands, and AMA Travel and met with travel agents sharing destination updates and showcasing trip inspiration and resources for Canadian travel professionals.
Tourism
89 IPW 2024
May 2024
Visit Anaheim attended IPW, the leading inbound travel trade show, organized by the US Travel Association. This year’s tradeshow was in Los Angeles where Visit Anaheim had a prominent island booth (featuring artwork from Anaheim artist S.
Preston) and increased presence at the show.
Over 35 Visit Anaheim partner companies were in attendance with seven partners in the Visit Anaheim booth. The Tourism Department conducted over 130 appointments with buyers from domestic and international markets with the goal of generating future business, develop/continue working relationships with key operators, prospect marketing initiatives to drive bookings, and connecting buyers with Anaheim product for contracting. By participating at IPW now, Visit Anaheim and area partners are expected to see business developed from IPW come to fruition over the next couple of years.
Visit Anaheim also had the great pleasure of welcoming City of Anaheim elected officials participate at IPW which included a tour of the IPW tradeshow floor and meetings with key industry leaders.
Anaheim will be the host city for IPW in 2030.
Tourism
90 IPW 2024
California Plaza
May 3-4, 2024
With IPW’s return to the Golden State, the California destinations welcomed show attendees at the second ever California Plaza powered by Visit California. This plaza was first introduced at IPW 2019 in Anaheim and was brought back as an engagement zone located outside the Los Angeles Convention Center.
Visit Anaheim participated in the California Plaza as a Platinum Level Partner (the highest tier) with an expansive activation space. The Visit Anaheim section featured numerous partners with food and beverage offerings inspired by the destination, Brewery X beer, Anaheim Packing House façade food and beverage station, a video wall with rotating vignettes and special activation zones featuring Disneyland Resort, South Coast Plaza, OCVIBE, and Angels Baseball.
Tourism
91 IPW 2024
Visit USA Australia &
New Zealand
May 4, 2024
Visit Anaheim was a featured sponsor for the Visit USA Australia welcome reception at IPW that saw over 80 buyer and media delegates from Australia and New Zealand. As the signature cocktail sponsor, Visit Anaheim’ signature drink, the “Meihana” (which is Anaheim backwards) welcomed reception attendees as the IPW festivities kicked off.
Visit Anaheim’s constant presence in the market and participation in Visit USA’s programs and expos gave us the opportunity to be included as a featured sponsor. Visit Anaheim President & CEO, Mike Waterman greeted delegates with a message of inspiration about the future of Anaheim.
Tourism
92 IPW 2024 Post-Fams
May 3-4, 2024
Visit Anaheim capitalized on IPW’s close proximity to host three IPW Post Fams to give key clients an opportunity to experience Anaheim first-hand.
• Visit California Trade & Media Post Fam consisted of 21 trade and media attendees representing 10 countries
• Visit California China Post IPW-Fam hosted 14 trade partners from China
• Visit Anaheim Destination Showcase hosted 7 top producing trade partners from Australia and New Zealand.
Tourism
93 221,106
Total Room Nights
4,840
Total Travel Trade
Reached
104,644,139
Total Impressions
Tourism
Program
Results
2023/2024
94 Anaheim Specialist Program
Total # of Travel Professionals completing online training program from July 2023 – June 2024 A self-pace online training program for travel professionals with tools and resources on how to sell Anaheim, now with versions both in Spanish & English.
Tourism
95 2025 Tourism Focus
Visit Anaheim will continue to focus on growing room nights and length of stay for our Anaheim/Garden Grove hotels. With 17+ million annual international arrivals to California and approximately 2 million visit Anaheim, the potential to increase share is substantial.
Our strategic approach will include the following activities:
• Fully integrate consumer and trade efforts with media partnerships • Develop and nourish partnerships in top tier markets with prime focus in:
• Domestic : Pacific Northwest, Texas and Arizona
• International: Canada, Mexico, Australia, New Zealand, UK • Establish and evolve new UK Travel Trade representation office • Align with Visit California and Brand USA programs for a broader reach • Participate in Visit California’s consumer direct programs through co-op marketing and multi channel programs
• Join Sales Missions, client events
• Participate in California Club representation in Tier 2 markets • Japan, China, Korea and India
• Expand and introduce new segments such as:
• Receptive operators to develop group business
• Student Travel/SYTA
• MICE (Meetings/Incentives/Congresses/Exhibitions) from international source markets
• India inbound leveraging Visit California and Brand USA’s new focus • Continue building momentum with key trade partners in Asia • Participate in Visit California’s “Club California” training series in Japan and Korea
• Provide destination education through fams, webinars and travel trade training Consumer efforts will be deployed including co-ops with trade partners, non-traditional partners, integrative programs and in-market activations with a booking call-to-action to maximize results. We will also target the upscale consumer through co-op trade and travel trade training.
Domestic efforts will include ongoing multi-layer programs and partnerships at MLB Spring Training affiliated with the Anaheim Angels. New partnerships in Seattle will be developed to leverage the direct air service to SNA.
Our tier 1 markets will be given primary focus on trade and consumer efforts supported by our international representation. We will be exploring ways to elevate our Canada Mission to engage more media and incorporate meeting planners - adding an event in Toronto. We will stay close to the impact the tariff threats may have on inbound tourism and adjust our focus accordingly.
A bold new, state-of-the-art larger booth at IPW will dramatically elevate our presence and give room for more partners to participate. Club Anaheim, our client event, will be brought back kicking off in Chicago.
Visit Anaheim will meet with international buyers at AIME Australia and IMEX Frankfurt under the Brand USA umbrella to develop group business.
All consumer and trade efforts (either organized by Visit Anaheim or participating through industry trade partners), serve as an extension of our partners' sales and marketing teams. Our guiding principle is to develop and leverage those destination initiatives our partners cannot develop by themselves and to amplify their reach resulting in a larger economic impact to the Anaheim area.
96 MARKETING
MARKETING
Marketing
Impressions
July 1, 2023-June 30,2024
118,450,517
Total Impressions
(up %% from previous year)
111???
July 1, 2022-June 30, 2023
Marketing
Impressions
July 1, 2023-June 30, 2024
TOTAL IMPRESSIONS:
118,450,517
98 Leisure Marketing
HERE WE GO!
The "Here We Go!" campaign was launched in two phases: Fall 2023 and Spring 2024.
The Fall 2023 campaign ran from September 5 to November 17, targeting leisure travelers from various markets including Los Angeles, San Diego, San Francisco, Phoenix, Las Vegas, and Seattle. The primary demographic was families, especially multigenerational ones, with a mostly female audience (56%), median age 39, and a median household wealth of $127K. The campaign aimed to extend visitors' stays in Anaheim by encouraging them to explore more of the area.
The Spring 2024 campaign, running from March 5 to June 30, targeted both new and past visitors from similar markets as the Fall 2023 campaign. The focus shifted slightly to include millennial couples along with families and multigenerational families. This campaign prioritized digital media, primarily using display ads through Epsilon, a person-first digital marketing platform that allows for accurate consumer recognition across touchpoints and hyperfocus on likely visitors to Anaheim.
FALL 2023
Dates
September 5 – November 17, 2023
Target Market
Target leisure travelers from the following markets: Los Angeles, San Diego, San Francisco/Oakland/ San Jose,
Sacramento/Stockton/Modesto, Phoenix, Fresno/Visalia, Las Vegas, Salt Lake City, Bakersfield, Seattle/Tacoma
Target Demographics
The campaign primarily targeted families, especially multigenerational ones, with a mostly female audience (56%), median age 39, and a median household wealth of $127K.
Channels
• Zeta Global: Programmatic Video and Standard Display Ads • Viant: CTV and Pre-roll
• Sojern: Programmatic Video and Standard Display Ads
• GoogleAds: Search Engine Marketing (SEM)
• OOH: John Wayne Airport and Anaheim Transportation Network Marketing
99 Here We Go!
Fall 2023
Results
26M
Impressions
.34%
Click-through Rate
(89% above industry average*)
1,259
Visitors to Anaheim
$111.20
Cost Per Acquisition
FOOTNOTE:
*Industry Average Benchmarks:
• CTR: 0.10%-0.18%
100
101
Leisure Marketing
HERE WE GO!
SPRING 2024
Dates
March 5 – June 30, 2024
Target Market
New and past visitors from Los Angeles, San Fran-Oak-SJ, Seattle- Tacoma, Phoenix, Sacramento, San Diego, Salt Lake City, Las Vegas, Fresno-Visalia, Bakersfield
Target Demographics
Families, Multigenerational families, millennial couples.
Channels
Epsilon: person-first digital marketing platform which allows us to accurately recognize consumers across all touchpoints and hyperfocus on those who will most likely show up in Anaheim.
$17M
Total Messaged Visitor Spend
Spend in destination zips from visitors who
received an ad.
$103K
Investment
Campaign spend
$165:1
ROAS
Return on ad spend. Every dollar of investment
resulted in X dollars of visitor spend.
1.8M
Unique Individuals Reached
Number of individual people messaged with an
Epsilon campaign ad.
76K
Total Visitors
Number of people messaged with a
campaign ad who went to the
destination zips.
4.1%
Messaged Traveler Rate
Total visitors/unique individuals reached.
180K
Total Transactions
Number of captured non-cash transactions in
destination zips from visitors who received an ad.
2.4 Average Purchases
Per Visitor
Total transactions/total visitors
$5.1M
Accommodations Revenue
Alone
30% of total messaged visitor spend.
Note: NEI measures about 60% of transactions
Campaign Metrics: Anaheim
Measurement Window: March 5, 2024-June 30, 2024
102
103
Luxury Marketing
“THE GREATEST LUXURY OF ALL”
Launch Date
June 27, 2024
"THE GREATEST LUXURY OF ALL" campaign launched on June 27, 2024, after nearly two years of preparation. Targeting new and past visitors from major cities like Los Angeles, San Francisco Bay Area, Seattle, Dallas, Chicago, and Phoenix, the campaign focuses on families, multigenerational families, and millennial Disney couples with high household incomes and an interest in luxury travel. The campaign showcases Anaheim's top offerings, including four AAA 4-Diamond hotels, Michelin-starred dining, high-end shopping, spas, and the Crown Collection at Disneyland® Resort.
In addition to the campaign, Visit Anaheim joined Virtuoso as a Preferred Destination to enhance its presence in the luxury market. This partnership aligns with Visit California's strategy and leverages Virtuoso's network of top travel advisors and affluent travelers.
Target Market
New and past visitors from Los Angeles, San Francisco Bay Area, Seattle, Dallas, Chicago, Phoenix Target Demographics
Families, Multigenerational families, Millennial Disney couples, HHI 250+, interest in luxury travel, hotel spend of $500 (luxury hotel brand such as JW Marriott, Westin, and others) Channels
• Epsilon/Viant – display ads, CTV, pre-roll
Luxury
Campaign
Results
Campaign totals as of June 30, 2024
121,834
Impressions
1,481
Traffic
1,282
Newsletter Sign-ups
(or switched over to this newsletter from regular newsletter)
SOCIAL MEDIA WEBSITE
484
Total Engagements
1,662
Press Release Views
104
105
Luxury Marketing
Virtuoso Membership
Metrics
• Virtuoso Magazine ad impressions: 122, 640
• Travel Advisors trained: 81
• Virtuoso Travel Week, August 2023: Engaged with
135 travel advisors and showcased Anaheim to
over 2,000 luxury travel partners
Meetings & Conventions Marketing
HERE WE GO!
The "Here We Go!" Meetings and Conventions (M+C) campaign was conducted in two phases: Fall 2023 and Spring 2024. Both campaigns targeted meeting and convention planners throughout the US, focusing on professionals involved in site selection, event logistics, budgeting, and decision-making.
FALL 2023
Dates
September 13, 2023 – December 31, 2023
Target Market
Meeting and Convention Planners throughout the US.
Target Demographics
The target audience includes planners involved in site selection, event logistics, budgeting, and decision-making.
Channels
• Zeta Global: Programmatic Video and Standard Display Ads • Sojern: Programmatic Video and Standard Display Ads
• GoogleAds: Search Engine Marketing (SEM)
• Meetings Today: Email Drip / Lead Nurturing
• LinkedIn: Single Image and Carousel Ads
• Greenspring: Dedicated eBlasts
Marketing
106
16M
Impressions
.24%
Click-through Rate
38,781
Clicks
576
Leads
Here We Go!
M+C
Fall 2023
Results
18%
Brand lift in likelihood to consider Anaheim
for their next meeting or event
107
Meetings & Conventions Marketing
SPRING 2024
Dates
March 25, 2024 – June 30, 2024
Target Market
Meeting and Convention Planners throughout the US
Target Demographics
The target audience includes planners involved in site selection, event logistics, budgeting, and decision-making
Location of highest engaged audience: New York, Louisiana, DC/Baltimore, Greater Chicago area, San Francisco Bay Area, Greater Boston area, and Dallas/Fort Worth Channels
• LinkedIn: Single Image, Carousel, and Video Ads
• Prevue Meetings & Incentives: Targeted Eblast & Video Ads • Smart Meetings: Email Drip Campaigns, Targeted Eblasts, Standard Display Ads, Social Media Ads, eNews Ads
• Meetings Today: Standard Display & Remarketing Ads, Facebook Retargeting Ads, Newsletter spotlight
• NorthStar Meetings Group: Social Media Ads, eNews Ads • Meeting Professionals International (MPI): Dedicated eBlast, Standard Display Ads • Conference Direct: Standard Display Ads
• Sojern: Standard Display Ads, Native Video Ads
• CVENT: Native Ad
Marketing
108
5.4M
Impressions
.56%
Click-through Rate
30,639
Clicks
1,110
Leads
Here We Go!
M+C
Spring 2024
Results
109
Marketing
M+C Results: July-December 2023
M+C Results: January 1-June 30, 2024
110
OOH Marketing
The "Here We Go!" campaign has been implemented at
two key OOH locations: John Wayne/Orange County Airport (SNA) and the Anaheim Transportation Network (ATN).
At SNA, the campaign has been running since January 26, 2023, featuring electronic signage in baggage claim areas, static signage in Terminals A and C, kiosk signs in Terminal B, and two digital signs on the main escalator to baggage claim.
The ATN component of the campaign, which began on
June 22, 2023, involves interior billboard panel ads on 18 buses covering the Disneyland® Resort route, exterior ads on 4 buses, and the campaign video shown across the
entire fleet. These ads support the mobile savings pass.
Impressions
• Impressions: SNA: 8,412,048
• QR Code downloads: 62
• Impressions: ATN: 3,497,842
• QR Code downloads: 299
Marketing
111
Marketing
Website
From July 1, 2023, to June 30, 2024, visitanaheim.org experienced significant growth across key metrics.
During this period, several notable website enhancements were implemented.
Multiple Disney website take-overs were launched, including content for Disney 100, Halloween Time, Holidays at the Disneyland® Resort, and Pixar Fest.
Additionally, a Luxury Microsite was introduced on June 27, 2024, and new Accessibility webpages were launched on February 8, 2024.
Results
• Total Users:
• 1,158,382 vs 815,378 in previous year
• YOY Increase: 42.07%
• Organic Search Total Users:
• 564,735 vs 467,857 in previous year
• YOY Increase: 20.71%
• Total Views:
• 2,617,727 vs 1,722,015 in previous year
• YOY Increase 52.02%
• Organic Search Views:
• 1,230,733 vs 1,044,475 in previous year
• YOY Increase: 17.83%
112
Email Marketing
From July 1, 2023, to June 30, 2024, the Visit Anaheim total consumer email segment experienced significant growth, with a 62% increase in recipients year- over-year, reaching 822,809 subscribers. This segment maintained a 28% open rate and a 0.8% click rate. Notably, specialized segments such as Outdoor/Active, Foodie, and Family Fun were introduced, showing promising engagement rates. The Foodie segment, in particular, demonstrated high engagement with a 45.5% open rate and a 6% click rate.
The Partnership segment saw a 31.2% decrease in recipients but maintained solid engagement with a 35.3% open rate and 3.9% click rate. In contrast, the Meetings and Conventions segment grew by 37.3%, reaching 33,988 recipients, with a 30.4% open rate and 4.3% click rate. These figures suggest that while the overall email audience has expanded, targeted segments are proving effective in engaging specific interest groups, potentially offering opportunities for more personalized and effective email marketing strategies.
• TOTAL CONSUMER EMAIL
o Total Number of Recipients: 822,809
o YOY Recipient Growth: 62% increase
o Open Rate: 28%
o Click Rate: 0.8%
• OUTDOOR/ACTIVE SEGMENT
o Total Number of Recipients: 6,932
o YOY Recipient Growth: Not Enough data for YOY comparison.
Launched April 2023
o Open Rate: 43.9%
o Click Rate: 3.7%
• FOODIE SEGMENT
o Total Number of Recipients: 11,595
o YOY Recipient Growth: Not Enough data for YOY
comparison
o Open Rate: 45.5%
o Click Rate: 6.0%
• FAMILY FUN SEGMENT
o Total Number of Recipients: 13,719
o YOY Recipients Growth: Not Enough data for YOY
comparison
o Open Rate: 40.8%
o Click Rate: 2.5%
• PARTNERSHIP:
o Total Number of Recipients: 36,080
o YOY Recipients Growth: 31.2% decrease
o Open Rate: 35.3%
o Click Rate: 3.9%
• MEETINGS AND CONVENTIONS:
o Total Number of Recipients: 33,988
o YOY Recipients Growth: 37.3% increase
o Open Rate: 30.4%
o Click Rate: 4.3%
*Open Rate = recipient opened email
**Click Rate = recipients clicked any link inside the email Marketing
113
114
Digital Savings Passes
Visit Anaheim Digital Savings Pass
The Visit Anaheim Savings Pass, offering discounts throughout Anaheim and Orange County, saw significant growth with 3,575 sign-ups, a 417.4% year-over-year increase.
The Attendee Perks Pass, designed for convention delegates, experienced even more dramatic growth with 2,414 sign-ups, a 1,226.4% increase from the previous year. The Brew Pass, focused on local Anaheim area breweries offering discounts and a gamified feature to earn a Visit Anaheim beer stein.
Number of discount offers: 48
Results:
• 3,575 Sign Ups vs. 691 previous year
• YOY Growth: 417.4%
Attendee Perks Pass:
Number of discount offers: 56
Results:
• 2,414 Sign Ups vs. 182 previous year
• YOY Growth: 1,226.4%
Visit Anaheim Brew Pass:
Number of discount offers: 14
Results:
• 4,420 Sign Ups vs. 2,006 previous year
• YOY Growth: 120.3%
Marketing
115
Content & Creative Development
Content and creative development efforts included 57 website blogs, and an impressive 562 graphic projects, 15 video shoots, and 19 photography shoots.
Number of content pieces delivered:
• Website blogs: 57
Number of creative jobs delivered:
• Graphic projects: 562
• Video shoots: 15
• Photography shoots: 19
The Visit Anaheim Destination Guide, targeting prospective visitors to Anaheim and Garden Grove, saw 125,000 printed guides distributed across various locations including hotels, airports, visitor centers, and international markets. The guide generated 1,545 mail requests through the website.
Distribution:
• 150+ Orange County visitor marketing locations including hotels, motels, car rental offices, RV parks
• 200+ corporate/retail locations in Northern California and Arizona • Visitor centers including all California welcome centers • Airports including John Wayne Airport-Orange County, San Diego, Oakland, San Jose, Monterey, Sonoma County, Phoenix-Mesa Gateway
• Travel agents and tour operators
• Key international markets including Canada, Australia/New Zealand, and Latin America Website destination guide mail requests: 1,545
Destination Guide
Marketing
116
Certified Autism Center Destination
In October 2023, Visit Anaheim partnered with IBCCES -
The International Board of Credentialing and Continuing Education Standard, to become a Certified Autism Center. • The Certified Autism Center (CAC) designation
recognizes organizations that have successfully
completed extensive training from leading autism
experts.
• 100% of the Visit Anaheim staff completed the training and are now “Certified Autism Travel Professionals.
• In February 2024, rolled out the training program to our 600 Certified Tourism Ambassadors (CTAs) and
incorporated the training in the CTA program.
Marketing
117
2025 Marketing Focus
In 2025, Visit Anaheim’s Marketing team will leverage data, visitor insights, and local sentiment to reposition our brand as we enter the Golden Decade.
The new marketing agency RFP will provide a fresh voice and tone, while we continue optimizing strategic growth, market personalization, and digital innovation to strengthen Anaheim’s presence on a global scale.
Leisure Marketing
• Target niche markets with personalized messaging to attract high-potential visitors.
• Expand advertising across print, OOH digital, CTV, and co-op partnerships with Visit California & niche channels.
• Develop long-term messaging for national events (FIFA World Cup, Super Bowl, Olympics, OCVIBE, Disneyland Forward).
• Expand Out-of-Home (OOH) presence in key feeder markets. • Provide ongoing marketing support for Visit Anaheim’s savings passes. • Refresh & relaunch Here We Go! campaign assets.
• Strengthen luxury marketing efforts by:
• Developing co-op plans with luxury partners & Visit California. • Expanding advertising to reach mature luxury travelers. • Supporting Luxury Travel Advisor Training (domestic & international). • Spring photoshoot to enhance creative assets.
Meetings & Conventions Marketing
• Continue Search Engine Marketing (SEM) campaign.
• Develop a sports marketing advertising plan.
• Expand telemarketing program to increase leads.
• Audit & refresh M+C webpages and imagery.
• Develop M+C luxury marketing strategy.
• Focus on content development & thought-leader positioning for executives.
Local & Community Marketing
• Develop an Accessibility + Inclusion (A+I) marketing plan. • Create a Community Relations marketing plan to strengthen local engagement.
• Expand Certified Autism Destination support for partners & the local community.
• Engage research partner for an Anaheim Resident Sentiment Survey.
Digital Marketing & Website
• Continue always-on PPC to drive website traffic.
• Launch new Visit Anaheim website with enhanced features. • Grow Accessibility webpage & integrate AI for productivity. • Introduce a new savings pass for the local community. • Digitize all Visit Anaheim historical assets.
• Expand content marketing strategy for niche demographics. • Grow email audience and strengthen local communication.
Brand Development
• Execute Brand Refresh with a new umbrella marketing campaign. • Distribute RFP for ad agency support.
Additionally, the Marketing team will support international market reengagement, workforce development, and integration of the Tourism Economics Symphony Attribution Platform to enhance data-driven decision-making.
118
COMMUNICATIONS
Media Relations
Communications
Visit Anaheim continues to implement a robust media relations strategy targeting meetings & conventions trade media as well as local and travel media to keep Anaheim top of mind for both leisure travelers and meeting planners.
13 Total Press Releases
385
Total Media Clips
1.4B
2022/23 Impressions
1,502,856,499
2023/24 Impressions
(Up 7% from previous year)
120
Broadcast Partnerships
• Summer 2023: Salt Lake City – KUTV: For the activation with the Salt Lake Bees, Visit Anaheim partnered with the Salt Lake City CBS affiliate – KUTV. The team secured 2 “Fresh Living” segments to promote the giveaway, one segment ran the afternoon prior to the event, promoting locals to attend the game. The additional “Fresh Living” segment along with 6 partner interviews ran the first weekend of August, resulting in over 5 million media impressions.
• Fall 2023: Los Angeles – KCAL: The Communications team partnered with KCAL/CBS News in support of Honda Center’s 30
th Anniversary Concert. The
partnership included a broadcast interview with Visit Anaheim and a giveaway for 2 tickets to the Anniversary Concert, 2 tickets to an Angel game and a 2-night stay at the Sheraton Park Hotel. This contest generated over 400 entries and nearly 1 million media impressions.
• Fall 2023: Las Vegas – KLAS8: Visit Anaheim partnered with Las Vegas 8 News (CBS affiliate to promote Halloween festivities happening throughout the resort. The 5 segments focused on the following: The 100th anniversary of Anaheim’s Fall Festival & Halloween Parade, the Howard Johnson Hotel’s sponsored parade float, Knott’s Scary Farm’s 50th anniversary, spooky themed treats at the Anaheim Packing House, Harbor Blvd.’s trick-or-treating event and Honda Center’s upcoming events including Nitro Circus & the start of Ducks hockey season. The partnership included 2 giveaways that ran on Las Vegas NOW and Good Day Las Vegas, resulting in 17.5 million media impressions.
• Winter 2023: San Francisco – NBC: The Communications team secured a broadcast partnership with NBC’s “California Live” and Telemundo’s “Acceso Total” lifestyle shows to promote holiday travel to Anaheim from the bay area market. The segments included a giveaway to run until November 21
st which included 4 tickets to Knott’s
Merry Farm, 4 tickets to Muzeo Express, a 2-night stay at the Anaheim Majestic Garden Hotel, and a $75 gift card to Hanagi Japanese Restaurant. This partnership resulted in over 3 million impressions.
Communications
121
Broadcast Partnerships Continued
• Winter 2024: Phoenix – KPNX12: Visit Anaheim partnered with NBC affiliate in Phoenix to promote Visit Anaheim’s Spring Training activation, in addition to driving visitation to Anaheim. The layered broadcast partnership included 2 “Arizona Mid-Day” segments for Visit Anaheim & Get Away Today, promoting locals to attend the game and the giveaway. The giveaway comprised of 4 tickets to a comedy show at Honda Center, 4 Knott’s Berry Farm tickets and a two-night hotel stay at the Cambria Hotel & Suites. This partnership garnered nearly 1 million impressions.
• Spring 2024: Austin – KVUE: While Visit Anaheim was activating at SXSW in Austin, Texas, the Communications partnered with local ABC-affiliate KVUE to promote visitation to Anaheim. Austin is an emerging market for Anaheim being only a 3-hour flight therefore, the team thought it would be beneficial to continue to drive the message to viewers to keep Anaheim at top of mind when planning a vacation. The team secured an interview for Lindsay Swanson on KVUE’s “Spotlight ATX” show where she discussed Texan’s top points of interest, resulting in nearly 800,000 media impressions.
• Spring 2024: San Diego – FOX5: The Communications team partnered with FOX5 in San Diego to drive attendance to WonderCon. Being that San Diego is home to Comic-Con – WonderCon’s sister convention, Visit Anaheim sought the opportunity to target those attendees and drive visitation to Anaheim. This partnership included 2 recorded segments with the host of the “Localist SD” show in addition to online coverage promoting the giveaway that comprised of 2 WonderCon tickets, a two-night hotel stay at the Westin Anaheim Resort and 2 tickets to the FlightDeck experience. This media partnership resulted in 14 million impressions.
• Spring 2024: San Francisco – ABC: In support of two partners celebrating milestone anniversaries in the hospitality industry, the Communications team partnered with ABC in the bay area market for 2 local spotlight segments highlighting the Desert Palms Hotel & Suites and Castle Inn Hotel & Suites.
Alongside the segments ran a giveaway which included a 2-night hotel stay at the Desert Palms Hotel & Suites, 4 tickets to PBR at Honda Center and 4 tickets to Adventure Lagoon. This partnership resulted in nearly 1 million media impressions. • Summer 2024: Salt Lake City – KUTV: The Communications team partnered with KUTV (CBS affiliate) in Salt Lake City to promote Visit Anaheim’s activation at Smith’s Ballpark and partners attending the mission. This partnership resulted in 8 segments that ran on-air and nearly 12 million media impressions. • Summer 2024: Los Angeles – KTLA: In support of one of Anaheim’s largest fan conventions, the team partnered with KTLA to drive attendance from one of our top drive markets of Los Angeles. The partnership included 2 segments on KTLA’s “LA Unscripted” show, live coverage of the convention and promo spots promoting a giveaway which included 4 VidCon passes, a 3-night hotel stay at the Viv Hotel and 4 tickets to Knott’s Berry Farm. This partnership garnered 1.2 million impressions.
Communications
122
Social Media
Visit Anaheim continues to share content highlighting Anaheim’s culinary scene and hotels, as well as things to do in Anaheim. This content is shared across Visit Anaheim’s Facebook, Instagram, X, Threads, TikTok, LinkedIn, and YouTube accounts.
The content is shared to an audience of 363,391 users.
47,339,170
Total Social Media Impressions
Communications
123
Social Media
Visit Anaheim continues to partner with a variety of social media creators to highlight Anaheim attractions, restaurants, and hotels. Since July 1, 2023, Visit Anaheim has successfully completed 43 influencer campaigns, including three familiarization trips with groups of 10+ influencers.
17,575,545
Total Impressions
Communications
124
Video Content
Visit Anaheim created and published 96 social media video content, doubling the previous reporting period’s amount of content. All content highlighted a variety of Anaheim events, hotels, restaurants, and activities. The videos were shared to Visit Anaheim’s Instagram and TikTok accounts.
4,261,879
Total Impressions
Communications
125
Social Media Ads
Visit Anaheim's social media ad efforts have been robust, with the team publishing 88 ads to achieve various goals. These ads promoted tourism campaigns, such as Expedia and Get Away Today offers, and effectively drove traffic to the Visit Anaheim website, increasing downloads for the Anaheim Brew Pass and Attendee Perks Pass. Additionally, the ads helped raise awareness for local events and businesses and promoted incoming meetings and conventions.
21,300,974
Total Impressions
Communications
126
2025 Communications Focus
Imaginagency: In 2024, the communications team selected a domestic PR agency to run a summer 2025 campaign geared toward family travel. The team is excited to bring the Imaginagency campaign to life, which will put kids in charge of planning the ultimate Anaheim vacations for their families. This campaign will also include a conversion component with bookable itineraries.
Celebrity Spokespeople: The team will continue to leverage existing celebrity relationships and continue to expand into new partnerships to amplify storytelling efforts. For example, in 2024 the team established connections with Tarek and Heather El Moussa and will continue to grow upon those efforts by going beyond initially contracted work.
Anaheim Ducks Partnership: The 2024-2025 Ducks hockey
season was a major win for Visit Anaheim as the inaugural away game jersey patch sponsor. This deal is in effect for three consecutive seasons and will remain a cornerstone of the communications storytelling strategy moving forward.
127
MARKETING
DEVELOPMENT
WORKFORCE
129
2024 Program Highlights
• 11 Presentations conducted at Anaheim High Schools
• 5 Presentations conducted at Garden Grove High Schools • 1,000+ students attended presentations
• 35 Students CTA Trained & Certified
• Over 40 Industry Partners participated as Program Speakers • 10 Visit Anaheim team members acted as Program Emcees • Over 1,150 visits to WFD microsite Job Posting Page
Workforce Development
130
2025 Anticipated Highlights
• Anaheim & Garden Grove schools expanding pathways to students in business, entrepreneurship, and marketing
• 23 Presentations scheduled for 2024-25
• Expect 2,000+ students to attend presentations
• Expect 50+ CTA’s to be trained & certified
• Participate in Career and Job Fairs highlighting Workforce Development Workforce Development
131
2025 Workforce Development Focus
There are tremendous opportunities from businesses in need of motivated, forward- thinking employees seeking exciting and challenging careers in tourism & hospitality.
Our community is experiencing unprecedented growth with projects such as the $4 Billion OCVIBE retail/entertainment/dining/mixed use project as well as the $1.9 Billion DisneylandForward expansion. We recognize the need to encourage and inspire students who will be the next generation of hospitality professionals. Visit Anaheim serves as the catalyst connecting students to a wide range of opportunities.
The Workforce Development department will prioritize the continued growth and expansion of the program. There are plans to deepen community engagement through increased participation in local activities. It is crucial to connect with both the younger generation of students and their parents to educate them on the opportunities of careers in tourism & hospitality.
132
MARKETING
INTELLIGENCE
BUSINESS
DATA ANALYTICS
This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.
INDUSTRY ANALYTICS
This information helps compiles research, trending data and benchmarks on the status of Tourism and Hospitality throughout the US.
MARKET/LODGING ANALYTICS
This information helps comprises the processes that enable partners to study the effectiveness of selling strategies through marketplace data trending and comp set comparisons.
EVENT ANALYTICS
This information helps incorporates an evaluation of Visit Anaheim’s past, present, and future booking data to establish baseline trending of origin markets, market segments, booking windows and length of stay.
VISITOR ANALYTICS
This information helps studies the patterns of travelers through the evaluation of travelers’ origin, air throughput and physical visitation footprints.
ONLINE PRESENCE AND DISTRIBUTION
Manages online presence, distribution channels, and e-commerce platforms, websites, mobile applications, and online booking systems.
OPERATIONAL EFFICIENCY
Analyze operational data from different departments like housekeeping, food & beverage, and front desk to identify bottlenecks, streamline processes, and improve efficiency.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Helps businesses build and maintain strong customer relationships.
Business Intelligence
Introducing our Business Intelligence/IT department: customizable reporting packages and dashboards. These cutting -edge reports provide actionable insights and a comprehensive view of industry trends. By harnessing data from various platforms, we have c reated a transformative tool to empower partners in making informed decisions in a thriving in the market.
Business Intelligence
134
VISITOR VOLUMES
Anaheim visitor volumes set a new high in 2023, reaching 25.8 million visitors. These visitors consisted of 17.2 million day visitors and 8.6 million overnight visitors.
TOTAL ECONOMIC IMPACT
The visitor spending of $6.5 billion in Anaheim generated $10.0 billion in total business sales when including $3.5 billion of indirect and induced spending. This total economic impact supported 65,727 jobs and generated $935 million in state and local tax revenues in 2023.
TAXES
The economic impacts attributable to visitor spending generated significant fiscal (tax) impacts as they cycled through the regional economy. Visitors generated $935 million in state and local tax revenues in 2023.
Business Intelligence
135
Total Visits to Anaheim
In 2024, Anaheim surpassed
2019 in visitor volume by
26.1% and are expected to
grow year-over-year for the
next several years.
Business Intelligence
136
In 2024, Anaheim saw
a 46.7% increase over
2019 in Overnight
visitors.
Day vs. Overnight Visitors in Anaheim
Business Intelligence
137
In 2024, Anaheim surpassed 2019 in
Room Revenue, with an increase of 24%
In terms of year-over-year growth
compared to 2019, Anaheim saw a
positive increase in all major lodging
metrics.
Looking forward, by year end of 2025,
Hotel Supply, Hotel Demand, ADR,
RevPAR and Room Revenue will have
surpassed pre-pandemic levels.
Anaheim Lodging Forecast
Business Intelligence
138
2025 Business Intelligence & IT Focus
Our Business Intelligence strategy for 2025, will be utilizing Artificial Intelligence (AI) to analyze data from a variety of sources.
This will support performance across the organization. In addition, plans include enhanced department reporting, training, and IT security education and protection.
AI Data Analysis
• Utilize Copilot for data analysis.
• Use data warehouse to create a repository for AI data. • Connected the following data sources: Simpleview, CVENT BI, Arrivalist/NEAR, Sprout Social, Google Analytics, Epsilon, Tourism Economics, Economic Impact, Symphony, and Campus Hotels.
• Create webinars based off monthly/quarterly/annual analysis reports with either SV/STR/ or TE to compare internal progress/data to outside sources. • Create automated report cards for Campus Hotels, starting with a small data set and then branching out to include it in the partner portal. • Identify trends in Simpleview, Lodging, and CVENT BI data to pinpoint where to locate new datasets.
• Create Sales Leads reports using AI tools and other data sets.
Enhanced Department Reports
Create enhanced department reports using Co-op data, STR Data, and SV Data.
Training
Provide more AI and analytics training for the Business Intelligence team.
Survey Reports/Analytics/BI Package Reporting
• Analyze Luxury Campaign insights
• Secure Business Intelligence bundle reporting with additional regional DMOs, such as beach cities of San Juan Capistrano, San Clemente, and Newport Beach, etc.
IT Strategy
Implement new IT security measures and SOPs
• Implement new IT vendor
• Cut costs of subscriptions, hardware, and installations. • Upgrade VA equipment in conference rooms
• Standardize staff hardware such as monitors, printers, keyboards, mice, etc.
• Turn badging system to digital.
• Taking sage completely online.
Training
• Sage training, staff training, and continued cybersecurity training
139
2023 KPI’s
140
141
2024 KPI’s
142
143
144
2024 Budget
2024_FINAL BUDGET.xlsx
Footnote
Reference Budget 2023 Year-End Forecast
2023
Approved Budget
2024
2024 Proposed
Budget vs. 2023
YE Forecast
2024 Proposed
Budget vs. 2023
YE Forecast as a %
of 2023 Forecast
REVENUE COMPONENTS: <A>
T.I.D. Anaheim <B> 17,200,000$ 21,000,000$ 22,700,000$ 1,700,000$ 8% T.I.D. Garden Grove <B> 1,500,000$ 2,000,000$ 2,300,000$ 300,000$ 15% TOTAL T.I.D. REVENUE: 18,700,000$ 23,000,000$ 25,000,000$ 2,000,000$ 9% OTHER FUNDING: <A>
Partnership Development Dues <C> 925,000$ 950,000$ 1,000,000$ 50,000$ 5% Other Income:
Advertising Revenue (Partnership) <D> 75,000$ 134,300$ 140,000$ 5,700$ 4% Business Intelligence <E> 65,000$ 11,500$ 50,000$ 38,500$ 335% Customer Advisory Board (CAB) <F> 15,000$ -$ -$ -$ - CTA Revenue <G> 12,000$ 8,500$ 12,000$ 3,500$ 41% Client Subsidies <H> 26,000$ 188,000$ 220,000$ 32,000$ 17% Destination Services Revenue <I> 43,400$ 10,000$ 32,000$ 22,000$ 220% Newsletter Sponsorship (Marketing) <J> 20,000$ -$ -$ -$ - Other Sales Revenue <K> 25,000$ 25,000$ 25,000$ -$ 0% Other Partnership Revenue <L> 65,000$ 60,300$ 58,000$ (2,300)$ -4% Partner Co-Op Revenue (Tourism) <M> 22,500$ -$ -$ -$ - Rent Sub-Leases <N> 92,700$ 91,200$ 100,000$ 8,800$ 10% Sales Client Event Revenue <O> 87,500$ 48,000$ 67,500$ 19,500$ 41% Social Media Asset Income <P> 10,000$ -$ -$ -$ - Sponosrship Revenue (Marketing) <Q> 100,000$ 100,300$ -$ (100,300)$ -100% Sports Development/OCSC <R> 394,000$ -$ 412,000$ 412,000$ - Tourism Revenue <S> 247,000$ 266,000$ 232,000$ (34,000)$ -13% Tradeshow Revenue <T> 94,000$ 96,000$ 117,500$ 21,500$ 22% Visa Rebate <U> 16,000$ 22,500$ 20,000$ (2,500)$ -11% Total Other Income 1,410,100$ 1,061,600$ 1,486,000$ 424,400$ 40% TOTAL REVENUE 21,035,100$ 25,011,600$ 27,486,000$ 2,474,400$ 10% PROGRAM/OPERATING EXPENSES: <A>
Administration & General/Finance <1> 3,292,500$ 3,246,300$ 3,978,400$ 732,100$ 23% Anaheim Chamber of Commerce <2> 600,000$ 500,000$ -$ (500,000)$ -100% Executive Sales & Marketing <3> 75,000$ 82,500$ 125,000$ 42,500$ 52% Business Intelligence <4> 582,600$ 523,000$ 727,600$ 204,600$ 39% Communications <5> 1,119,100$ 1,366,800$ 1,752,600$ 385,800$ 28% Convention Sales <6> 5,299,400$ 4,892,200$ 5,700,900$ 808,700$ 17% Client Subsidies <7> 31,000$ 5,000$ 220,000$ 215,000$ 4300% Destination Services & Events <8> 1,133,300$ 915,300$ 1,415,400$ 500,100$ 55% Marketing <9> 2,719,700$ 2,985,700$ 4,298,600$ 1,312,900$ 44% Partnership Development <10> 801,700$ 1,126,200$ 1,154,600$ 28,400$ 3% Sports Development/OCSC <11> 657,900$ 606,200$ 850,900$ 244,700$ 40% Tourism <12> 2,222,900$ 1,891,200$ 2,816,800$ 925,600$ 49% Restricted Funds <13> 2,500,000$ 6,871,200$ 4,445,200$ (2,426,000)$ -35% Total Program/Operating Expense 21,035,100$ 25,011,600$ 27,486,000$ 2,474,400$ 10% TOTAL EXPENSE 21,035,100$ 25,011,600$ 27,486,000$ 2,474,400$ 10% EXCESS REVENUE OVER EXPENSE <15> -$ -$ -$ -$ 145
Balance Sheet
through
June 30, 2024
*Unaudited Financials
VISIT ANAHEIM
BALANCE SHEET
JUNE 30, 2024
ASSETS
CURRENT ASSETS
CASH IN BANK-SCHEDULE A 6,647,157
MARKETABLE SECURITIES 21,145,115
PREPAID EXPENSES 1,373,251
ACCOUNTS RECEIVABLE - SCH B 2,008,070
TOTAL CURRENT ASSETS 31,173,593
PROPERTY, EQUIPMENT & LEASE
LEASEHOLD IMPROVEMENTS 346,996
TID-FURNITURE & FIXTURES 1,355,263
AUTOMOBILE 60,033
ACCUMULATED DEPRECIATION (1,554,382)
TOTAL PROPERTY, EQUIPMENT & LEASE 3,400,685
OTHER ASSETS
INVESTMENTS 1,816,475
SECURITY DEPOSIT 68,011
TOTAL OTHER ASSETS 1,884,486
TOTAL ASSETS $ 36,458,764
LIABILITIES AND FUND BALANCE
CURRENT LIABILITIES
ACCOUNTS PAYABLE 1,516,765
OTHER PAYABLES (3,383)
VACATION PAYABLE 317,746
ADVANCE MEMBERSHIP DUES 25,408
ACCRUED PAYROLL & PAYROLL TAX 599,568
PENSION PLAN PAYABLE 631,777
DUE TO ATID 269,596
TOTAL CURRENT LIABILITIES 3,904,038
LONG-TERM LIABILITIES
DEFERRED COMPENSATION 1,816,475
TOTAL LONG-TERM LIABILITIES 5,137,275
TOTAL LIABILITIES 9,041,313
FUND BALANCE
FUND BALANCE 22,250,846
RESTRICTED NET ASSETS 3,138,315
RESTRICTED NET ASSETS-CY (665,580)
NET INCOME 2,693,870
TOTAL FUND BALANCE 27,417,451
TOTAL LIABILITIES & FUND BAL. $ 36,458,764
146
*Unaudited Financials
Statement of
Income and
Expense
Fiscal
Year Ending
6/30/2024
REVENUE
T.I.D. ANAHEIM 22,028,190$
T.I.D. GARDEN GROVE 2,009,412
BUREAU PARTNERSHIP DUES 818,245
OTHER INCOME 2,055,916
TOTAL REVENUE 26,911,763$
EXPENSES
BUSINESS INTELLIGENCE 648,903
CLERICAL & ADMINISTRATION 3,646,628
COMMUNICATIONS 1,775,238
CONVENTION SALES 5,043,092
DESTINATION SERVICES & EVENTS 1,103,950
MARKETING 3,766,163
PARTNERSHIP DEVELOPMENT 1,263,671
SPORTS DEVELOPMENT 666,901
TOURISM 2,429,886
ANAHEIM CHAMBER OF COMMERCE 247,294
DEPRECIATION EXPENSE 240,000
TOTAL OPERATING EXPENSES 20,831,726$
NET 6,080,037$
***UNAUDITED FINANCIALS***
VISIT ANAHEIM
STATEMENT OF INCOME AND EXPENSE
147
Balance Sheet
through
December 31, 2024
*Unaudited Financials
VISIT ANAHEIM
BALANCE SHEET
DECEMBER 31, 2024
ASSETS
CURRENT ASSETS
CASH IN BANK-SCHEDULE A 2,340,243
MARKETABLE SECURITIES 24,202,916
PREPAID EXPENSES 1,513,876
ACCOUNTS RECEIVABLE - SCH B 2,348,794
TOTAL CURRENT ASSETS 30,405,829
TOTAL PROPERTY, EQUIPMENT & LEASE NET 315,943
OTHER ASSETS
INVESTMENTS 1,816,475
RIGHT-OF-USE ASSETS 3,192,775
DUCKS SPONSORSHIP 4,365,000
SECURITY DEPOSIT 68,011
TOTAL OTHER ASSETS 9,442,261
TOTAL ASSETS $ 40,164,033
LIABILITIES AND FUND BALANCE
CURRENT LIABILITIES
ACCOUNTS PAYABLE 1,213,596
OTHER PAYABLES 644
VACATION PAYABLE 317,746
ADVANCE MEMBERSHIP DUES 2,714
ACCRUED PAYROLL & PAYROLL TAX 1,152,031
PENSION PLAN PAYABLE 583,200
DUE TO ATID 269,596
TOTAL CURRENT LIABILITIES 3,539,527
LONG-TERM LIABILITIES
DUCKS SPONSORSHIP 4,465,000
DEFERRED COMPENSATION 1,816,475
LEASE LIABILITY 3,867,361
TOTAL LONG-TERM LIABILITIES 10,148,836
TOTAL LIABILITIES 13,688,363
FUND BALANCE
FUND BALANCE 17,431,986
RESTRICTED NET ASSETS 3,138,315
RESTRICTED NET ASSETS-CY (812,700)
MMP PROGRAM (HOTEL INCENTIVE) 1,000,000
TRADESHOW BOOTH 1,500,000
TRADESHOW BOOTH-CY (418,922)
ADDITIONAL MARKETING SPEND 2,500,000
ADDITIONAL MARKETING SPEND-CY (2,200,159)
NET INCOME 4,337,150
TOTAL FUND BALANCE 26,475,670
TOTAL LIABILITIES & FUND BAL. $ 40,164,033
148
*Unaudited Financials
Statement of
Income and
Expense
Year Ending
12/31/2024
REVENUE
T.I.D. ANAHEIM 21,927,409$
T.I.D. GARDEN GROVE 1,962,492
BUREAU PARTNERSHIP DUES 992,813
OTHER INCOME 1,588,558
TOTAL REVENUE 26,471,272$
EXPENSES
BUSINESS INTELLIGENCE 690,636
CLERICAL & ADMINISTRATION 4,015,670
COMMUNICATIONS 1,823,930
CONVENTION SALES 5,928,894
DESTINATION SERVICES & EVENTS 1,246,193
MARKETING 4,187,816
PARTNERSHIP DEVELOPMENT 1,634,583
SPORTS DEVELOPMENT 486,834
TOURISM 1,995,061
DEPRECIATION EXPENSE 124,505
TOTAL OPERATING EXPENSES 22,134,122$
NET 4,337,150$
VISIT ANAHEIM
STATEMENT OF INCOME AND EXPENSE
***UNAUDITED FINANCIALS***
149
2025 Budget
2025_APPROVED BUDGET_121224.xlsx
Footnote
Reference Budget 2024 Year-End Forecast
2024
Approved Budget
2025
2025 Approved
Budget vs. 2024
YE Forecast
2025 Approved
Budget vs. 2024
YE Forecast as a %
of 2024 Forecast
REVENUE COMPONENTS: <A>
T.I.D. Anaheim <B> 22,700,000$ 21,900,000$ 24,700,000$ 2,800,000$ 13% T.I.D. Garden Grove <B> 2,300,000$ 2,000,000$ 2,000,000$ -$ 0% TOTAL T.I.D. REVENUE: 25,000,000$ 23,900,000$ 26,700,000$ 2,800,000$ 12% OTHER FUNDING: <A>
Partnership Development Dues <C> 1,000,000$ 985,000$ 1,000,000$ 15,000$ 2% Other Income:
Advertising Revenue (Partnership) <D> 140,000$ 67,000$ 100,000$ 33,000$ 49% Business Intelligence <E> 50,000$ -$ -$ -$ - CTA Revenue <F> 12,000$ 5,500$ 12,000$ 6,500$ 118% Client Subsidies <G> 220,000$ 30,000$ -$ (30,000)$ -100% Destination Services Revenue <H> 32,000$ 14,000$ 27,000$ 13,000$ 93% Other Sales Revenue <I> 25,000$ 1,000$ 20,000$ 19,000$ 1900% Other Partnership Revenue (Sponsorship) <J> 58,000$ 201,500$ 214,000$ 12,500$ 6% Rent Sub-Leases <K> 100,000$ 49,200$ 20,400$ (28,800)$ -59% Sales Client Event Revenue <L> 67,500$ 62,000$ 62,500$ 500$ 1% Sports Development/OCSC <M> 412,000$ -$ -$ - Tourism Revenue <N> 232,000$ 147,000$ 216,000$ 69,000$ 47% Tradeshow Revenue <O> 117,500$ 114,000$ 114,000$ -$ 0% Visa Rebate <P> 20,000$ 27,000$ 20,000$ (7,000)$ -26% Total Other Income 1,486,000$ 718,200$ 805,900$ 87,700$ 12% TOTAL REVENUE 27,486,000$ 25,603,200$ 28,505,900$ 2,902,700$ 11% PROGRAM/OPERATING EXPENSES: <A>
Administration & General/Finance <1> 3,933,400$ 3,911,700$ 3,859,800$ (51,900)$ -1% Executive Sales & Marketing <2> 125,000$ 60,000$ 125,000$ 65,000$ 108% Business Intelligence <3> 727,600$ 717,400$ 919,800$ 202,400$ 28% Communications <4> 1,752,600$ 1,891,700$ 2,386,800$ 495,100$ 26% Convention Sales <5> 5,700,900$ 5,592,300$ 7,457,400$ 1,865,100$ 33% Client Subsidies <6> 220,000$ 20,000$ 30,000$ 10,000$ 50% Destination Services & Events <7> 1,415,400$ 1,145,700$ 1,420,600$ 274,900$ 24% Marketing <8> 4,298,600$ 4,754,300$ 7,505,900$ 2,751,600$ 58% Partnership Development <9> 1,199,600$ 1,427,100$ 1,557,300$ 130,200$ 9% Sports Development/OCSC <10> 850,900$ 446,200$ -$ (446,200)$ -100% Tourism <11> 2,816,800$ 1,922,200$ 3,243,300$ 1,321,100$ 69% Restricted Funds (Sales Bookings/Reserves) <12> 4,445,200$ 3,714,600$ -$ (3,714,600)$ -100% Total Program/Operating Expense 27,486,000$ 25,603,200$ 28,505,900$ 2,902,700$ 11% TOTAL EXPENSE 27,486,000$ 25,603,200$ 28,505,900$ 2,902,700$ 11% EXCESS REVENUE OVER EXPENSE <13> -$ -$ -$ -$ 150
Fund Balance Calculations Methodology
First Step – Determine beginning balances for three new funds:
1. Anaheim TID Fund (Public Fund)
2. Garden Grove TID (Public Fund)
3. Private Fund
Original fund balance at 1/1/2017 - $2,352,184
Calculated balances for new funds at 1/1/2017:
• ATID Fund - $1,864,092
• GGTID Fund - $198,584
• Private Fund - $289,508
December 2024
Fund Balances at
1/1/2017
Fund Balance $2,352,184
Restricted Net Assets
(Board Designated)
$2,961,862
Reserve for Industry
Events
$1,800,000
Total $7,114,046
*FUND BALANCE CALCULATIONS PENDING VA BOARD AND CITY OF ANAHEIM APPROVAL 151
We then calculated fund activity by year using
the following steps:
1. Examined each expense account by
department to determine if the expenses
were allowable or non-allowable under the
TID agreements.
2. For the allowable expenses, then allocated
amounts between ATID and GGTID based on
the revenue percentage each year.
3. All non-allowable expenses were applied
against Private Funds.
4. We then adjusted the three fund balances by
year based on the revenue and expenses for
ATID, GGTID, and Private to arrive at the New
Fund balances by year.
5. Reconciled to audit report for each year.
December 2024
Calculated Fund Balances
for 12/31/23
ATID $13,216,843
GGTID $1,129,330
Private $5,505,812
Restricted Net Assets
(Board TID Designated)
$5,718,315
Total $25,570,301
Fund Balance Calculations Methodology
*FUND BALANCE CALCULATIONS PENDING AGREEMENT BETWEEN THE CITY OF ANAHEIM AND VISIT ANAHEIM 152
Sales & Marketing
STRATEGIC PLAN 2025-2027
153
Destination Management
STRATEGIC PLAN 2025-2027
154
Community Alignment
STRATEGIC PLAN 2025-2027
155
Best in Class Organization
STRATEGIC PLAN 2025-2027
156
2023/24 ANNUAL REPORT
Anaheim Tourism Improvement District
2099 S. State College Blvd., Suite 600
Anaheim, CA 92806
(714) 765-2800
ANAHEIM TOURISM IMPROVEMENT DISTRICT
TRANSPORTATION COMPONENT FUND
ANNUAL REPORT
FOR FISCAL YEAR 2023/2024
ATID Transportation Component Fund Annual Report FY23/24 1
ANAHEIM TOURISM IMPROVEMENT DISTRICT
ATID TRANSPORTATION COMPONENT FUND ANNUAL REPORT
FOR FISCAL YEAR 202 3/202 4
The Anaheim Tourism Improvement District (ATID) was established within The Anaheim Resort and the Platinum Triangle Districts on September 14, 2010 and encompasses the area shown in Exhibit A.
The ATID is a way for Anaheim’s visitor industry to become self -sufficient by adding a 2% assessment fee that mirrors the Transit Occupancy Tax (TOT ) to each occupied guest room. This Tourism Improvement District is a self - assessment fee by the hotel community. The fee is passed on to the cust omer or paid for by the hotel. This fee commenced on November 1, 2010 and is collected and audited by the City of Anaheim.
Visit Anaheim, formerly known as t he Anaheim Orange County Visitor & Convention Bureau (AOCVCB) , receives 75% of ATID funds to provide a stable and adequate funding source and enable Visit Anaheim to function as a competitive destination sal es and marketing organization. Oversight of the se ATID funds is managed by the Visit Anaheim Board of Directors.
The remaining 25% of ATID collections go towards Anah eim’s transportation programs. These Transportation Component funds are collected and administered by a separate ATID Transportation Committee.
The ATID Contribution list is made of 84 properties within The Anaheim Resort and Platinum Triangle Districts as identified in Exhibit B . Note that many of these properties have changed hotel names (recent names are on file with the City – see https://anaheim.net/DocumentCenter/View/876/ATID-Participating-Hotels).
Resolution 2010-151 (forming the ATID) and Ordinance No. 6174 (ATID Enabling Ordinance) require the ATID Transportation Committee to submit an annual report for each fiscal year the ATID is in effect addressing the following:
• The method and basis of levying the assessment in sufficient detail to allow each business owner, as appropriate, to estimate the amount of the assessment to be levied against his or her businesses for that fiscal year.
• Any proposed changes in the boundaries of the tourism improvement district, any benefit zones, classification of businesses, the basis and method of levying assessments, the management plan or the activities and improvements to be funded by the assessments. • The improvements and activities to be provided for that fiscal year. • An estimate of the cost of providing the improvements and the activities for that fiscal year. • The amount of any surplus revenues to be carried over from a previous fiscal year.
ATID Transportation Component Fund Annual Report FY23/24 2
• The amount of any contribution to be made from sources other than assessments levied pursuant to the Ordinance.
ANNUAL REPORT COMPONENTS:
METHOD AND BASIS OF LEVYING THE A SSESSMENT:
On September 14, 2010, the Anaheim City Council established the Anaheim Tourism Improvement District (ATID) as a means of providing the necessary resources to enhance tourism activity and increase hotel room stays. The ATID establishes an assessment of 2% of the room rent for all hotel facilities located within the ATID boundaries (The Anaheim Resort and the Platinum Triangle). This assessment is not a tax for the general benefit of the City, rather it is an assessment for activities that provide benefits directly to those hotels within the ATID.
Background information about the ATID , including the method and basis of levying the assessment , is provided on the City website (see the Business License Division page on www.anaheim.net or http://www.anaheim.net/565/Anaheim-Tourism-Improvement-District-ATI). The City also sent a letter dated October 13, 2010, to the Anaheim Hotel Operators to provide information about the ATID (see Exhibit C).
ATID COMPONENTS - NO CHANGES PROPOSED :
There were no proposed changes to:
• The boundaries of the tourism improvement district
• Any benefit zones
• Classification of businesses
• The basis and method of levying assessments
• The management plan
• The activities and improvements to be funded by the assessments FISCAL YEAR 20 23/20 24 REVIEW SUMMARY
Below is a summary for Fiscal Year 20 23/2024. It includes the improvements and activities provided during the fiscal year; the cost of providing the improvements and activities; and the amount of any surplus revenues to be carried over.
The description of each activity indicates whether other funding sources, in addition to ATID Transportation Funds, were contributed to the project.
ATID Transportation Component Fund Annual Report FY23/24 3
CHANGEABLE MESSAGE SIGN (C MS) UPDATE S
On March 23, 2017, the ATID Transportation Committ ee allocated $1,900,000 to update eleven Changeable Message Signs (CMS) in and around The Anaheim Resort (within the ATID boundaries) with new technology, including adding new sign and communication equipment , and designing and integrating the new sign display area with the existing sign pole . On April 9, 2018, the ATID Transportation Committee increased the number of CMS es to be updated from eleven to twelve (within the previously allocated funding) to update a sign in the Platinum Triangle and provide consistent messaging to those traveling along Katella Avenue.
The City Council awarded a construction contract for this project on August 13, 2019. Sign installation is complete, and a ll signs have been successfully integrated into the City’s Traffic Management Cent er (TMC). As-built plans have also been delivered and the project is closed out.
Expenditures:
During FY 2016/2017, $1,900,000 of ATID Transportation funds were allocated for th is project. A total of $1,507,063 was expended through the end of FY 202 3/24 and there is a remaining balance of $392,437, which needs to be returned as project savings to the ATID Transportation Component Fund . Once this action occurs, this project will be removed from the Annual Report.
THE ANAHEIM RESORT AREA MOBILITY PLAN & PEDESTRIAN BRIDGE FEASIBILITY ANALYSIS The Anaheim Resort Area Mobility Pl an was prepared as a collaborative effort with area stakeholders with a goal of identifying ways to improve circulation for all modes of travel , and to evaluate the potential feasibility of pedestrian bridg e options at two key locations. The Study concluded final outreach efforts in early 2022 and the final draft of the document was presented to the Anaheim City Council in February 2022.
Expenditures:
Total funds allocated for this project include: $1,030,000 with $930,000 allocated for consultant services and $100,000 allocated for expenses and staff time. Of this amount, $287,000 was provided through a Caltrans grant and $743,000 through ATID funds. A total of $ 613,061 in ATID funding was expended through the end of FY 2023/24 and t here was a remaining balance of $129,939, which was returned as project savings to the ATID Transportation Component Fund in November, 2024 . Therefore, this project will be removed from next Fiscal Year’s Annual Report.
ANAHEIM RESORT SAFETY BOLLARD PILOT PROGRAM
On April 9, 2018, the ATID Transportation Committee allocated $ 2,500,000 for the City to implement the Anaheim Resort Safety Bollard Pilot Program , which includes the design and installation of safety bollards at key pedestrian intersections—including: Harbor Boulevard/East Shuttle Area ; Harbor Boulevard/Disney Way; Harbor Boulevard/Katella Avenue; and H arbor Boulevard/Convention Way. The goal of this effort is to develop and implement aesthetically pleasing bollards to provide enhanced pedestrian safety at key locations.
Construction for Phase 1 (the intersection of Harbor Boulevard and East Shuttle Entrance) was completed in August 2022 and was deemed by the ATID Transportation Committee to have been a success.
Design is currently at 100% for the Harbor Boulevard/Disney Way intersection and construction is anticipated to be complete in 2025.
ATID Transportation Component Fund Annual Report FY23/24 4
Design for the remaining two intersections, Harbor Boulevard/Katella Avenue and Habor Boulevard/Convention Way was also completed this fiscal year . However, due to the uncertainty of future improvements at these locations, construction plan s have been placed on hold until the completion of construction of the Harbor Boulevard/Disney Way bollards and the Anaheim Resort Pedestrian Circulation Study. Once these efforts are complete, staff will return to the ATID Transportation Committee to evaluate next steps and potential funding options for the Harbor Boulevard/Katella Avenue and Harbor Boulevard/Convention Way bollard projects.
Expenditures:
During FY 201 7/2018, $ 2,500,000 of ATID Transportation funds were allocated for the project . A total of $1,579,944 has been expended through FY 2023/2024 and there is a current balance of $ 920,056 to support remaining efforts.
INTELLIGENT TRANSPORTATION SYSTEM (ITS) IMP ROVEMENTS IN THE ANAHEIM RESORT On September 24, 2018, the ATID Transportation Committee allocated $160,000 for ITS improvements in the Resort. These improvements are anticipated to include signal equipment and camera detection equipment upgrades. Once implemented , these improvements will further assist with traffic management along key congested corridors including Katella Avenue.
In 2023, the City installed a nd tested a “demonstration” vehicle detection device at the intersections of Harbor Boulevard/Katella Avenue and Harbor Boulevard/Convention Way. The device did not perform per City requirements and will no longer be deployed. The City is also continuing to evaluate and recommend other vehicle detection systems with analytics. Locations will be determined later, depending upon remaining budget.
Expenditures:
During FY 2017/2018, $ 160,000 of ATID Transportation funds w ere allocated for the project. A total of $ 134,978 has been expended through FY 2023/2024. The remaining allocation of $25,023 is anticipated to be utilized in FY 2024/2025.
THE ANAHEI M RESORT SIGN PROJECT 2019 -2020
On April 9, 2018, the ATID Transportation Committee allocated $150,000 for the installation of a changeable message sign (CMS) in the Harbor Boulevard median, south of Convention Way. This sign is intended to provide changeable directional information to northbound Harbor Boulevard traffic and eliminate an existing trailer mounted sign. On September 24, 2018, the ATID Transportation Committee allocated $5, 600,000 for signs in The Anaheim Resort, including upgrading existing signs, installation of new signs, establishment of sign maintenance agreements and related project management activities. One of the signs (a CMS on Katella Avenue at a cost of $150,000) was subsequently reallocated to the Katella Widening Project , which is now complete. Therefore, t he total final funding for all these sign improvements is $5,600,000 ($150,000 for the Harbor CMS plus the remaining $5,450,000 from the September 24, 2018 allocation).
Below is a summary of the proposed sign improvements:
• Replace two trailer mounted signs on Harbor Boulevard and Disneyland Drive with permanently installed CMSes that can be controlled through the City TMC;
• Repair the changeable arrows on three large cantilever signs on Disneyland Drive and Katella Avenue that assist in directing traffic to Downtown Disney and Theme Park parking areas; ATID Transportation Component Fund Annual Report FY23/24 5
• Replace five static and/or outdated digital signs on Ball Road, Harbor Boulevard , and Disneyland Drive with updated changeable message signs that can be controlled through the City ’s TMC to improve the quality of wayfinding assistance (this will also include the removal of one trailer mounted sign on Harbor Boulevard); and
• Installation of fiber optic cables and conduit to provide communication from the TMC to the CMS es.
Currently, coordination is underway with Disney to discuss and prioritize signage needs to support traffic -flow both in the near and long -term. As such, this project will be implemented in multiple phases, where by Phase 1 will address immediate needs , and Phase 2 improvements will be prioritized for longer term needs. The City is also reviewing proposed signage improvements and CMS locations.
Expenditures:
During FY 2017/2018, $150,000 of ATID Transportation funds were allocated for the Harbor CMS and during FY 2018/2019, $5,450,000 were allocated for the remaining signs addressed by this project. A total of $ 25,822 has been expended through FY 2023/2024. The remainder of the ATID allocation $5,574,177, will be processed in subsequent fiscal year(s).
BALL ROAD/DISNEYLAND DRIVE INTERESECTION IMPROVEMENTS
The ATID Transportation Committee allocated $250,000 of ATID funding to implement striping, signing and signal changes to the Ball Road/Disneyland Drive intersection to lessen traffic delays and vehicle queuing.
Currently, both northbound and southbound Disneyland Drive have a left turn lane and an optional left -turn lane at the intersection. For the intersection to operate properly, the timing of the traffic signals must be operated as a split phase (i.e., while the southbound direction is making left turns, the northbound direction must wait for the signal lights to change), otherwise vehicles cannot make left turns. This condition results in longer delays and traffic queues than if the signals serviced northbound and southbound traffic concurrently.
This improvement will enhance the operation of the intersection by removing the split phase operation to allow northbound and southbound traffic to be serviced concurrently. The proposed changes include modifications to striping, signing, signal heads and signal phasing including restriping the northbound and southbound optional left - through lanes as through lanes only, adding signage to northbound and southbound mast arms, updating video, camera detection and traffic signal equipmen t to address the new changes, and project management/staff time associated with these efforts. New cabinet, video detection, and closed-circuit television cameras have been installed, and 1,500 hundred feet of fiber optic cable has also been pulled. Signal design has been completed and construction is scheduled to occur in the next fiscal year.
Expenditures:
During FY 2018/2019, $250,000 of ATID Transportation funds were allocated for the project. A total of $ 169,056 has been expended through FY 20 23/2024 and the remaining balance of $80,942 is anticipated to be expended in FY 2024/2025, along with an additional $905,000, which was programmed by the ATID Transportation Committee in FY 2024/25.
ATID Transportation Component Fund Annual Report FY23/24 6
ANAHEIM RESORT PEDESTRIAN CIRCULATION STUDY
On February 20, 2024, the ATID Transportation Committee allocated $1,900,000 to support the development of a planning and feasibility study to evaluate potential pedestrian circulation improvement options in the Anaheim Resort. The study builds off the Anaheim Resort Mobility Plan & Pedestrian Bridge Feasibility Analysis to develop and assess the feasibility of various pedestrian bridge crossings throughout the Anaheim Resort, considering recent land use changes.
Expenditures:
During FY 2023/24, $1,900,000 in ATID Transportation Funds were allocated for this project. A total of $15,838 was expended through the end of FY 2023/24. The project has a remaining balance of $1,884,162 and will be expended in the next fiscal year.
ANAHEIM TRANSPORTATION NETWORK (ATN) – REAL -TIME MANAGEMENT/ PASSENGER INFORMATION SYSTEM
On March 23, 2017, the ATID Transportation Committee allocated $1,250,000 for a real -time management/passenger information system for ATN to better manage its operations and provide its guests and passengers with the information they require. These funds are being used to develop, install, and acquire necessary communication hardware (such as reader sign boards, etc.) that will provide real -time arrival and departure information. This includes electronic signage on board ATN’s fleet, as well as at bus stops and transportation hubs located within The Anaheim Resort.
During May of FY 2016/2017, the ATN Board authorized work to commence on this project. By December 2017, 82 passenger information screens were installed on board the ART bus fleet . By July 2018, 50 on -board WiFi units were installed on the ART fleet. In addition, 25 real-time “next bus” passenger information arrival signs at ART bus stops and East Esplanade are in the process of being installed, with East Esplanade improvements nearing final approval. The final phase of th is project will install Real-Time Passenger Interactive Screens at the Disneyland® Resort’s Main Transportation Center. This phase of the project is still under development and is pending consideration of East Esplanade operations.
Expenditures:
During FY 2016/2017, $1,250,000 of ATID Transportation funds w ere allocated for the project . A total of $1,090,287 has been expended through FY 2023/2024. There is a remaining allocation balance of $159,713.
ANAHEIM TRANSPORTATION NETWORK (ATN) – ANNA MULTIMODAL TRANSIT PLAN In December 2022, the ATID Transportation Committee closed out the Mayor’s Transit Task Force Committee. In doing so, the remaining balance of $261,524 was re-programmed to support ATN’s ANNA Multimodal Transit Plan.
During the 2023/2024 fiscal year, ATN completed public outreach efforts for the ANNA Study and develop ed a final draft plan for public review. The public review period closed in February 2024 and the document was subsequently finalized.
ATID Transportation Component Fund Annual Report FY23/24 7
Expenditures:
During FY 20 22/2023, $ 261,524 in ATID Transportation funds were allocated for th is project. By the end of FY 2023/2024 all funds for the project were expended. Therefore, this project will be removed from next Fiscal Year’s Annual Report.
ANAHEIM TRANSPORTATION NETWORK (ATN) – FY 23/24 OPERATIONAL FUNDING SUPPORT In June 2024, the ATID Transportation Committee approved ATN’s funding request for one -time operational funding support to assist with its FY 2023/24 funding .
Expenditures:
During FY 2023/2024, ATN invoiced the City for $2,700,000. The City issued payment in FY 2024/2025 and project closeout will be reflected in the next Fiscal Year’s Annual Report.
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EXHIBIT A
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LEGAL DESCRIPTION
The Anaheim Resort™The A naheim Resort™
City of Anaheim
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KATELLA AVE.
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ORANGEWOOD AVE.
CERRITOS AVE.
ANAHEIM BLVD.
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ELL AVE.
SUNKIST ST.
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LEWIS ST.
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MANCHESTER AVE.
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SANTA ANA RIVER
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LEGAL DESCRIPTION
The Platinum TriangleThe Platinum Triangle
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84 Zaby's Motor Lodge 444 W Katella Ave 92802‐3694 Anaheim Anaheim Tourism Improvement District ‐ Participating Properties Number Hotel List Address Zip Code City
1 Alamo Inn and Suite 1140 W Katella Ave 92802‐2805 Anaheim 2 Alpine Motel 715 W Katella Ave 92802 Anaheim
3 America's Best Inns and Suites 425 W Katella Ave 92802 Anaheim 4 Anabella Hotel 1030 W Katella Ave 92802 Anaheim
5 Anaheim Camelot Inn and Suites 1520 S Harbor Blvd 92802 Anaheim 6 Anaheim Carriage Inn 2125 S Harbor Blvd 92802‐3515 Anaheim 7 Anaheim Courtyard by Marriott 2045 S. Harbor Boulevard 92802 Anaheim 8 Anaheim Del Sol 1604 S Harbor Blvd 92802‐2314 Anaheim 9 Anaheim Desert Inn and Suites‐Disneyland 1600 S Harbor Blvd 92802 Anaheim 10 Anaheim Desert Palms Hotel and Suites 631 W Katella Ave 92802 Anaheim 11 Anaheim Discovery Inn & Suites 1126 W Katella Ave 92802 Anaheim 12 Anaheim Harbor RV Park, L.P. 1009 S. Harbor Blvd 92805 Anaheim 13 Anaheim Luxury Suites 620 W Orangewood Ave 92802 Anaheim 14 Anaheim Marriott 700 W Convention Way 92802 Anaheim
15 Anaheim Overnite Trailer Park 2156 S. Harbor Blvd 92802 Anaheim 16 Anaheim Plaza Hotel and Suites 1700 S Harbor Blvd 92802‐2375 Anaheim 17 Anaheim Rodeway Inn Maingate 1211 S West Place 92802 Anaheim 18 Anaheim RV Village 333 W. Ball Road 92805 Anaheim
19 Arena Inn & Suites 130 W Katella Ave 92802‐3602 Anaheim 20 Ayres Hotel 2550 E Katella Ave 92806 Anaheim
21 Best Western Anaheim Inn 1630 S Harbor Blvd 92802 Anaheim 22 Best Western Courtesy Inn 1070 W Ball Rd 92802‐1804 Anaheim 23 Best Western Park Place Inn and Mini Suites 1544 S Harbor Blvd 92802 Anaheim 24 Best Western Raffles Inn & Suites 2040 S Harbor Blvd Anaheim 92802 Anaheim 25 Best Western Stovall's Inn 1110 W Katella Ave 92802 Anaheim 26 Best Western‐Pavillions 1176 W Katella Ave 92802 Anaheim 27 Budget Inn 1042
W Ball Rd 92802‐1804 Anaheim
28 Candy Cane Inn 1747 S Harbor Blvd 92802 Anaheim
29 Carousel Inn and Suites 1530 S Harbor Blvd 92801 Anaheim 30 Castle Inn 1734 S Harbor Blvd 92802‐2374 Anaheim
31 Clarion Hotel Anaheim Resort 616 W Convention Way 92802 Anaheim 32 Classic Motel 909 S. Harbor Blvd. 92805 Anaheim
33 Comfort Inn Maingate 2171 S Harbor Blvd 92008 Anaheim 34 Comfort Suites‐Anaheim 300 E Katella Way 92802 Anaheim 35 Cortona Inn and Suites 2029 S Harbor Blvd 92802 Anaheim 36 Days Inn & Suites Anaheim at Disneyland 1111 S Harbor Blvd 92805 Anaheim 37 Days Inn Anaheim West 1030 W Ball Rd 92802 Anaheim
38 Disneyland Hotel 1150 W Magic Way 92802 Anaheim
39 Disney's Grand California Hotel and Spa 1600 S Disneyland Dr 92803 Anaheim 40 Disney's Paradise Pier Hotel 1717 S Disneyland Dr 92802 Anaheim 41 Dolphin's Cove 465 W. Orangewood Ave 92802 Anaheim
42 Doubletree Guest Suites Anaheim Resort/Con Ctr 2085 S Harbor Blvd 92802 Anaheim 43 Eden Roc Inn & Suites 1830 S West St 92802 Anaheim
44 Extended Stay America Anaheim Convention Center 1742 S Clementine St 92802 Anaheim 45 Fairfield Inn Anaheim Disneyland Resort 1460 S Harbor Blvd 92802 Anaheim 46 Frontier Motel 933 S. Harbor Blvd. 92805 Anaheim
47 Greenwood Suites 1733 S Anaheim Blvd 92805 Anaheim
48 Hacienda Inn & Suites 2176 S Harbor Blvd 92802 Anaheim 49 Hilton Anaheim 777 W Convention Way 92802 Anaheim
50 Holiday Inn Anaheim Resort 1915 S Manchester Ave 92802 Anaheim 51 Holiday Inn Express‐Maingate 435 W Katella Ave 92802 Anaheim 52 Holiday Inn Hotel and Suites 1240 S Walnut St 92802 Anaheim 53 Hotel Menage 1221 S Harbor Blvd 92805 Anaheim
54 Howard Johnson Plaza Hotel 1380 S Harbor Blvd 92802 Anaheim 55 Islander Inn and Suites 424 W Katella Ave 92802 Anaheim 56 Jolly Roger Inn 640 W Katella Ave 92802‐3499 Anaheim 57 La Quinta Inn & Suites 1752 S Clementine St 92802 Anaheim 58 Little Boy Blue Motel 416 W Katella Ave 92802‐3697 Anaheim 59 Motel 6 100 W Disney Way 92802 Anaheim
60 Park Vue Inn 1570 S Harbor Blvd 92802 Anaheim
61 Peacock Suites Hotel 1745 S Anaheim Blvd 92805‐6518 Anaheim 62 Portofino Inn and Suites 1831 S Harbor Blvd 92782 Anaheim 63 Quality Inn & Suites Anaheim 1166 W Katella Ave 92802 Anaheim 64 Quality Inn and Suites Anaheim Resort 1441 S Manchester Ave 92802 Anaheim 65 Quality Inn Maingate 2200 S Harbor Blvd 92802 Anaheim 66 Ramada at the Anaheim Convention Center 2141 S Harbor Blvd 92802 Anaheim 67 Ramada Inn 515 W Katella Ave 92805 Anaheim
68 Ramada Inn Maingate 1650 S Harbor Blvd 92802 Anaheim 69 Ramada Limited Anaheim 921 S Harbor Blvd 92805 Anaheim 70 Red Lion Hotel Anaheim Maingate 1850 S. Harbor Blvd 92802 Anaheim 71 Residence Inn Anaheim Maingate 1700 S Clementine St 92802 Anaheim 72 Riviera Motel 410 W Katella Ave 92802 Anaheim
73 Rodeway Inn & Suites 2145 S Harbor Blvd 92802 Anaheim 74 Sheraton Anaheim Hotel 900 S Disneyland Dr 92802 Anaheim 75 Sheraton Park Hotel at the Anaheim Resort 1855 S Harbor Blvd 92802 Anaheim 76 Staybridge Suites 1855 S. Manchester Ave. 92802 Anaheim 77 Super 8 Motel Anaheim Near Disneyland 415 W Katella Ave 92802‐3607 Anaheim 78 Super 8‐ANAHEIM Park 915 S Disneyland Dr 92802 Anaheim 79 Towne Place Suites by Marriott 1730 S State College Blvd 92806 Anaheim 80 Travelodge‐Anaheim 1057 W Ball Rd 92802 Anaheim
81 Travelodge‐International Inn 2060 S Harbor Blvd 92802 Anaheim 82 Tropicana Inn and Suites 1540 S Harbor Blvd 92802‐2312 Anaheim 83 Worldmark The Club 201 W. Katella Ave 92802 Anaheim
EXHIBIT B
EXHIBIT C