2 ABOUT VISIT ANAHEIM
For a destination to be successful at attracting travelers from all over the world, it needs to be built on a solid foundation. Anaheim’s foundation is its community. Our community is central in making the visitor experience what it is today, memorable. The Anaheim community is comprised of innovators, creators, charitable actions, and passion. These attitudes, interests, and goals of our destination have inspired and shaped the core values of Visit Anaheim: collaboration, integrity, trust, and innovation. Collaboration inspires new ideas within our own team, but also extends into our relationships with our partners and stakeholders – we are stronger together than on our own. Those relationships are successful because they are built on integrity and trust. Then, in pursuit for Anaheim to always be top of mind, innovation is key, leading to limitless opportunities for the destination to grow and evolve together. Since our community is central in making Anaheim what it is today, Visit Anaheim continues to be dedicated to giving back to the people and businesses that shape who we are.
Giving back to our community is more than just an afterthought—it’s a priority. By volunteering each year with local organizations in Anaheim and Garden Grove, we show our commitment to making a positive impact. As a destination marketing organization, we see an opportunity to be a leader within our community and to support Anaheim on its mission to continue to grow and evolve. We also see our role as the conduit to unite our local community because the power to achieve and succeed is stronger together.
Our Mission
Boldly leading our destination into the Golden Decade.
Our Vision
The world’s ultimate playground.
Our Core Values
I – INTEGRITY
We embody trust, transparency, and reliability, honoring our commitments and values in every interaction
M – MAGIC IN COLLABORATION
Like Walt Disney, who united people to create the extraordinary, we believe in the transformative power of teamwork to achieve greatness A – AUTHENTICITY
We honor the true essence of Anaheim –its unique culture, history and community –while fostering meaningful connections with our visitors and each other G – GROWTH THROUGH INNOVATION
Like Anaheim’s ever-evolving attractions, we champion creativity and innovation to maintain our city’s vibrancy and competitive edge
I – INCLUSION
At Visit Anaheim, we foster a culture of accessibility and belonging where diverse experiences, perspectives and ideas are valued as the foundation of our success
N – NEIGHBORLY SPIRIT
Rooted in the word ‘hiem’, meaning home, we strive to make everyone – visitors, partners and residents – feel a sense of belonging. Through exceptional service and genuine care, we cultivate a welcoming community that feels like home
E – EXCELLENCE
We are dedicated to exceeding expectations and consistently delivering best-inclass results.
VISIT ANAHEIM STAFF
Mike Waterman
President & CEO
Christina Dawson
Chief Operating Officer
Scott Oklin
Chief Marketing Officer
Ronnie Collins
Chief Sales Officer
Pepe Avila
Senior Vice President, Community
Relations & Partnership
Lora Stanley
Vice President, Convention Sales
Virna Navia
Vice President, Intermediary Strategy
Sue O’Shea
Vice President, Marketing
Lindsay Swanson
Vice President, Communications
Adriel Trebeche
Vice President, Tourism & International Sales
Debbie Taylor
Vice President, Talent & Culture
Joy Hedrick
Vice President, Finance
Visit Anaheim
2099 S. State College Blvd., Suite 600
Anaheim, CA 92806
(714) 765-2800
www.visitanaheim.org
3 TABLE OF CONTENTS
Executive Summary............................6-7
ATID Properties...................................8
Conventions Sales..............................10-15
Meeting Sales .....................................16-19 Marketing............................................20-25 Communications ................................26-27
Tourism Development ........................28-29
Incremental Marketing Campaign .....30-33
Business Intelligence .........................34-37
Community Engagement ...................38-41
Financials & KPI’s ...............................42-52 Appendix.............................................54-55 Glossary..............................................56-58 4 FROM THE CEO
Dear Anaheim and Garden Grove Partners,
It is my pleasure to present the 2024/2025 Tourism Improvement District (TID) report, highlighting a year of strategic growth, market impact, and innovative programs that position Anaheim and Garden Grove as premier destinations for leisure, conventions, meetings, and sports.
Visit Anaheim’s integrated marketing approach, including direct sales, advertising, participation in trade shows, digital campaigns, public relations, and social media engagement, continues to drive visitation, support long-term market growth, and reinforce Anaheim’s competitiveness in the global tourism and meetings marketplace.
Our convention and meetings initiatives, supported by TID funds, achieved remarkable results. Convention bookings exceeded Board-approved goals, securing top tier events and generating significant future business through 2030.
Marketing, communications, and tourism programs delivered exceptional returns, with advertising campaigns generating measurable revenue and engagement. Notable initiatives such as the 100 Days ‘Till Summer campaign and the Imaginagency public relations program drove room nights, dining, and attraction revenue, while innovative content marketing and digital experiences reached millions of potential visitors across domestic and international markets.
Looking ahead, Visit Anaheim remains committed to innovation, collaboration, and excellence. We will continue to proactively respond to market challenges, expand our campaigns, host premier industry events, and launch new programs including the ATID Workforce Housing Program and a refreshed brand identity to strengthen Anaheim and Garden Grove as world class destinations that benefit our community, partners, and visitors alike.
Sincerely,
Mike Waterman
Chief Executive Officer
Visit Anaheim
5 Fred Brown, Chair
Desert Palms Hotel
Lynn Clark, Immediate Past Chair
Disneyland Resort
Bharat Patel, Treasurer
Anaheim Majestic Garden Hotel
Mike Waterman, Secretary
Visit Anaheim
Brandon Garr
Grand Legacy Hotel
Justin Hart
Sheraton Park Hotel
Jordan Austin-Harris
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
William O’Connell Jr.
O’Connell Hotels & Hospitality
Kim Painter
Anaheim Castle Inn & Suites
Ajesh Patel
Prospera Hotels, Inc.
Sergio Bocci
Hilton Anaheim
Paul Sanford
Wincome Hospitality
Jim Vanderpool
City of Anaheim
Nicholas Price
The Westin Anaheim Resort
Dieter Hissin
Embassy Suites Anaheim South
Kristine Hall
Hyatt Regency Orange County
Ursula Luna-Reynosa
City of Garden Grove
Fred Brown, Chair
Desert Palms Hotel
Sergio Bocci,
Hilton Anaheim
Bharat Patel,Treasurer
Anaheim Castle Inn & Suites
Mike Waterman, Secretary
Visit Anaheim
Lynn Clark
Disneyland Resort
Justin Hart
Sheraton Park Hotel
Steve Pastor
Great Wolf Lodge
Clark Jones
Walt Disney Parks and Resorts U.S.
John Kalinski
Marriott International
Rod Hurt
Delta Hotels by Marriott Anaheim
Ursula Luna-Reynosa
City of Garden Grove
Tom Morton
Anaheim Convention Center
William O’Connell Jr.
O’Connell Hotels & Hospitality
Kim Painter
Anaheim Majestic Garden Hotel
Ajesh Patel
Prospera Hotels, Inc.
Paul Sanford
Wincome Hospitality
Jim Vanderpool
City of Anaheim
Nicholas Price
The Westin Anaheim Resort
Dieter Hissin
Embassy Suites Anaheim South
Brent Finley
Community
Kristine Hall
Hyatt Regency Orange County
Katie Pederson
OCVIBE
Mike Afram
Karmel Shuttle
2024 BOARD OF DIRECTORS
2025 BOARD OF DIRECTORS
6 Visit Anaheim utilizes a comprehensive, integrated marketing strategy to position Anaheim as a leading travel destination.
This approach encompasses direct sales, advertising, participation in convention/meeting, tourism and sports industry trade shows, digital marketing campaigns, public relations efforts, and social media engagement. Together, these initiatives drive visitation, support long-term market growth, and reinforce Anaheim’s competitive standing within the global tourism and meetings marketplace.
Visit Anaheim has significantly expanded its presence in the convention and meetings markets through the support of TID Funds. Through active participation in industry events and targeted outreach in key markets, these funds have played a critical role in securing both short and long-term business.
TID Funds also enable our convention sales team to offer competitive incentives that attract new and repeat groups, strengthen market positioning, and enhance Anaheim’s competitiveness against peer destinations.
During 2024 calendar year, Anaheim welcomed 26.3M visitors, generating $10.2B in tourism revenue. All direct visitor spending benefits hotels, retailers, restaurants, attractions, transportation providers, and other local businesses, while supporting 66,806 throughout the community.
CONVENTIONS
The conclusion of our citywide sales strategy project with 2Synergize which ended in 2025, coupled with our new
intermediary strategy, enabled our convention sales team to successfully secure requests for proposals (RFPs) from several of the most high-value conventions and trade shows in the country. As a result, Visit Anaheim has successfully confirmed significant future hosted conferences for future years in Anaheim that will occur between 2026 through 2030.
These bookings represent 13 of the nation’s top 250 conventions and they will bring a total of 20,000 Meeting Planners and Travel Professionals (decision makers) to Anaheim to experience all the new development that will be unveiled.
Additionally, through our expanded focus on Sports Development between June 2024 and July 2025, Visit Anaheim secured future partnerships with USA Volleyball and confirmed seven large citywide sporting events and thirteen small citywide events, further diversifying demand and driving incremental visitation.
Convention Booking actuals for 2024 were 53 against a
goal of 49 and 54 against a goal of 51 for 2025, both exceeding our Board-approved goals for each year. The new room-night goal of 715,000 was added to our 2025 KPIs
and we tracked 738,393 booked convention room nights for the calendar year.
MEETINGS
The 2024/2025 fiscal year was also a transformative timeframe for our Meeting Sales Team. The launch of our new VALET (Visit Anaheim Local Engagement Team) Program
provided proactive, relationship-driven efforts between our sales team and our hotel community and Partners to further unify our efforts with the needs of our stakeholders. The Meeting Sales team generated 173 definite bookings during fiscal 2024/2025 including 136,200 definite attendees, and 138,100 definite room nights. These bookings generated
$5M of TOT for the City of Anaheim.
All 2024/2025 Citywide Room Nights, Non-Citywide Room
Nights, and Meeting Sales Room Nights for conventions
and meetings are highlighted within the detailed report. The calendar year total for booked room nights including both Convention Sales and Meeting Sales teams was 908,180.
MARKETING/COMMUNICATIONS/TOURISM
The Visit Anaheim Marketing Team generated more than
$111.7M in trackable destination revenue from a total investment of $2.18M, representing a strong return on marketing investment.
Our 100 Days ‘Till Summer program was developed to address a need for short-term bookings. The results, combined with our existing Here We Go campaign generated nearly
$30M in accommodation revenue, plus an additional $55.2M in trackable non-accommodation revenue, benefiting restaurants, attractions, entertainment venues, and other local businesses. A strategic focus on Leisure and Luxury, helped diversify efforts while optimizing results.
In addition, efforts to strengthen Anaheim’s group business pipeline was accomplished through content-driven marketing, including white papers, LinkedIn activations and other retargeting programs. These results generated 6.8M impressions and 1,829 qualified leads.
Our digital programs further support all Anaheim area businesses. This includes our Digital Savings Passes: Anaheim Brew Pass, Meeting & Convention Attendees Perks Pass,
and the most recently launched Foodie Pass.
The Communications team focused on top feeder and drive markets, launching a new public relations campaign, Imaginagency, promoting summer family travel. This kid-powered travel agency was the first PR campaign launched in several years, putting children in the planning seat, creating bookable itineraries and driving $822,500 in direct revenue.
The Communication efforts also integrated media relations, social media and influencer partnerships. These efforts grew media impressions from 1.5B to 2.6B. Our social media
EXECUTIVE SUMMARY
7 presence and growth generated a consumed reach of over 416,500 followers through Facebook, Instagram, X, Threads, TikTok, LinkedIn and YouTube platforms. Some of the key social media influencer collaborations included Mickey Visit, Abbey Romeo, St. Brown Brothers Podcast, and Noelle Foley featuring key content pillars such as theme parks, luxury, inclusivity, family and sports.
Our Tourism Team’s leisure focus continued to target key domestic and international feeder markets such as U.S., Mexico, Canada, Australia, New Zealand and the UK. Additional focus also continues with secondary emerging markets including China, Japan, and Korea through direct efforts with the travel trade. While several markets may reflect lower overall visitation numbers, their length of stay and travel to Anaheim support our non-peak periods. Historic results support individual international visitors stay longer and spend more than individual domestic visitors.
Combined Tourism efforts including domestic and international leisure programs for fiscal 2024/2025 include a multitude of cooperative campaigns (co-op), sales missions, trade shows, events, familiarization tours and webinars. Our strategy continues to focus on generating short-term demand to address several factors directly impacting visitation during the 2024/2025 fiscal including the ongoing geo-political environment, inflation, the wildfires in Los Angeles and lower visitation from Canada with many Canadians choosing alternate destinations.
Collectively, these efforts and engagement resulted in more than 94.7M impressions and more than 208,100 room nights for our destination. These efforts also involve the training and education of around 3,080 travel trade professionals for our key domestic and international markets.
Visit Anaheim’s Business Intelligence leads the organization’s data strategy through partnerships with key industry research and related data sources including Tourism Economics, Oxford Economics, US Travel, National Travel & Tourism Office, STR/Costar Reporting and more.
RESERVE FUNDS
With the guidance of our Board of Directors, we have utilized our reserve funds supporting the following key initiatives in 2024 and 2025:
• Incremental Marketing Funds to generate new business
and fill need periods for the entire destination.
• Meeting Momentum Program (MMP) to generate incremental new short-term group business. While the program was successful, it concluded last year.
In addition, reserve funds have also been allocated by our Board of Directors to be used for the following future initiatives:
• Buy down commitments for future convention groups to
offset Anaheim Convention Center rental fees (enabling
Anaheim to compete with other large cities)
• Hosting top industry events (2026 through 2030)
• Visit Anaheim operational sustainability for 6 months For current reserve fund allocation, refer to page 52.
LOOKING FORWARD
In 2025, our country, state and our Anaheim area destination faced multiple challenges that impacted visitation. Some of these challenges included the significant drop in international visitation, particularly from Canada. Other challenges included the LA wildfires, inflation and the ongoing geo-political environment, further impacting our destination.
We continue to pivot and implement proactive strategies. In 2025, we requested Board approval and use of reserve funds to market the destination for short-term bookings through a summer campaign (100 Days ‘Till Summer). We identified Mexico as a resilient market providing the opportunity to generate immediate visitation supported by a strong peso and sustained interest in travel. We organized a sales mission to Mexico led by our CEO and the Mayor of Anaheim.
Visit Anaheim continues to identify new programs that will increase destination awareness and generate visitation to fill need periods. Several examples of these efforts include our 2nd version of the 100 Days ‘Till Summer Campaign,
booking the Savannah Bananas for a return event, and the launch of the Stand Up, Chow Down Comedy and Culinary
Festival in 2026.
Our Convention & Meeting strategy includes hosting, Conference Direct - CDX Annual Meeting in 2026, the first of five top industry events booked in Anaheim through 2030.
These five top industry events will bring over 20,000 Meeting and Travel Professionals, key decision makers, to our destination.
Visit Anaheim celebrates the launch of the ATID Hotel Workforce Housing Program, establishing a first of its kind hospitality industry program for any destination. Our team continues to optimize resources following the reduced funding of $2.2M annually from our budget to support our Anaheim TID hospitality workers through this new program.
In 2026, we will launch our new brand identity incorporating stakeholder and local community input to highlight Anaheim’s transformation over the next few years.
Our Visit Anaheim team looks forward to the positive impact of all programs and initiatives planned for calendar
year 2026.
8 CURRENT ATID PROPERTIES
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.Anaheim Resort Suites Hotel
19.Ayres Hotel
20.Best Western Courtesy Inn
21.Best Western Park Place Inn
22.Best Western Pavilions, LLC
23.Best Western Raffles Inn & Suites
24.Best Western Stovalls Inn
25.Budget Inn
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.Courtyard Marriott Anaheim Theme Park
37.Days Inn
38.Days Inn & Suites Anaheim
39.Disneyland® Hotel
40.Disney’s Grand Californian Hotel® & Spa
41.Disney’s Pixar Place Hotel
42.Dolphin’s Cove Resort
43.DoubleTree Suites Anaheim Resort
44.Eden Roc Inn & Suites
45.Element Anaheim Resort Convention
Center
46.Extended Stay America
47.Four Points by Sheraton Anaheim
48.Frontier Motel
49.Grand Legacy at the Park
50.Hampton Inn & Suites by Hilton
51.Hilton Anaheim
52.Hilton Garden Inn & Suites Anaheim
53.Holiday Inn & Suites Anaheim
54.Holiday Inn Express & Suites Anaheim
55.Home2Suites Anaheim Resort
56.Homewood Suites Anaheim Resort Hotel
57.Hotel Indigo
58.Hotel Lulu
59.Howard Johnson Plaza Hotel
60.Hyatt House at Anaheim Resort Convention Center
61.Hyatt Place at Anaheim Resort
62.Islander Inn & Suites
63.JW Marriott Anaheim Resort
64.Kings Inn Anaheim
65.La Quinta Inn & Suites Anaheim
66.Little Boy Blue Motel
67.Magnolia Tree Hotel
68.Motel 6
69.Motel 6 Disney LLC
70.Park Vue Inn
71.Peacock Suites Resort Hotel
72.Quality Inn & Suites Anaheim at the Park
73.Queens Inn Anaheim
74.Ramada Anaheim Convention Center
75.Ramada Maingate North
76.Residence Inn by Marriott at Anaheim
77.Riviera Motel
78.Sheraton Park Hotel at the Anaheim
Resort
79.Signature Anaheim At Maingate
80.Sonesta Anaheim
81.Sonesta Extended Stay Suites Anaheim
82.Springhill Suites Anaheim Maingate
83.Springhill Suites by Marriott
84.Stanford Inn & Suites
85.Staybridge Suits Anaheim at the Park
86.Suncoast Park Hotel Anaheim
87.Super 8 Anaheim Disneyland Drive
88.The Villas at Disney’s Grand Californian
89.The Westin Anaheim Resort
90.Townplace Suites by Marriott
91.Travelodge Anaheim
92.Tropicana Inn
93.Worldmark The Club (Hotel)
94.Wyndham Garden Anaheim
The Anaheim Tourism Improvement District (ATID) was
established within the Anaheim Resort District in late 2010.
The ATID 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 94 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
9 10
The Visit Anaheim Convention Sales Team has successfully attracted and confirmed a broad range of major conventions and trade shows to Anaheim. Through strategic partnerships with industry leading organizations such as CEMA, PCMA, FICP and Trade Show Executive, we have significantly
increased our visibility within key market segments. Our board of directors continues to support the use of reserve funds by allocating buy down commitments to offset
Anaheim Convention Center rental fees enabling us to
be competitive with other convention cities.
In Q1 2025, we successfully concluded our citywide sales strategy project with 2Synergize. As a result of this initiative, and through close collaboration with our Business
Development Manager, the team secured RFP’s from
several of the most high-value conventions and trade
shows in the country. Between July 2024 and June 2025, our team confirmed 13 of the nation’s top 250 conventions for future years in Anaheim. This success reflects our strategic, data-driven approach to identifying and securing profitable business opportunities for the destination in partnership with our community stakeholders.
In conjunction with transitioning our partnership with the Orange County Sports Commission (OCSC), we hired a dedicated Convention Sales Director for Sports Development.
As a result, we successfully secured future partnerships with USA Volleyball which intends to continue bringing its events to Anaheim for the foreseeable future. Between June 2024 and July 2025, we confirmed seven large citywide sporting events and thirteen small citywide events, demonstrating strong momentum in this market. Our visibility and influence continue to expand across both the sports and e-sports
arenas, positioning Anaheim as a premier destination for high profile events.
CONVENTION SALES HIGHLIGHTS
Industry Events Attended
CONVENTION
SALES
11 BOOKED BUSINESS
Sports is included in total # bookings
85 Total Bookings
Sports: 20
949.5K
Total Requested
Attendees
Sports: 233K
630.1K
Total Requested
Room Nights
Sports: 52K
$26.5M
Estimated TOT
Sports: $1.6M
FISCAL YEAR 2024/2025
ACTUALIZED BUSINESS
Sports is included in total # bookings
62 Total Bookings
Sports: 15
842.2K
Total Requested
Attendees
Sports: 177.9K
423.8K
Total Requested
Room Nights
Sports: 27.8K
$15M
Estimated TOT
Sports: $866.1K
FISCAL YEAR 2024/2025
CONVENTION SALES RESULTS:
CONVENTION SALES EVENTS
406
Presentations
to ACC customers
10 Hosted client
events
591
Clients attending
events
11 Convention team
trade shows
(not including IMEX)
1,005
Clients visiting
the booth
FISCAL YEAR 2024/2025
“Visit Anaheim’s success in booking meetings and conventions in 2025 has driven historic momentum into 2026, with group pace at an all-time high. As a hotel general manager, I recognize how vital compression is, and this performance underscores the value of a strong, forward-looking sales strategy.” – Fred Brown, Chairman Visit Anaheim
12 FY24-25 Citywide Convention Group Impact Calendar–Occupancy 13 FY24-25 Citywide Convention Group Impact Calendar–ADR 14 15
TOTAL GROUP BOOKINGS
173
Definite Bookings
136.2K
Definite Attendees
138.1K
Definite Room Nights
$5M
Definite TOT
FISCAL YEAR 2024/2025
16 The 2024–2025 fiscal year marked a transformative chapter for Visit Anaheim’s Meeting Sales Team. In our continued pursuit of excellence and alignment with the evolving
needs of our clients and community, we undertook a
strategic reinvention of our team structure, programs, and partnerships to strengthen Anaheim and Garden Grove’s
position as premier meeting destinations.
One of the most significant changes this year was the
reestablishment of the Meeting Sales Team as a fully local force. By requiring all team members to be based in
Anaheim and Garden Grove, we created a more cohesive,
collaborative, and community-rooted sales organization.
This shift has deepened our connections with our hotel
partners, allowed for more seamless collaboration with our Destination Services and Marketing teams, and reinforced the authenticity of our sales story; one grounded in firsthand knowledge and passion for the Anaheim area.
During this period, we also introduced two strategic
initiatives designed to enhance our competitive advantage and strengthen local engagement. The Meetings Momentum
Program, though now sunsetted, provided a compelling
destination incentive that allowed Anaheim and Garden
Grove to stand out in a highly competitive marketplace.
The program success helped drive new group business to
Anaheim and Garden Grove hotels for groups that were
considering hotels outside our destination.
Building on that foundation, we launched the VALET
Program (Visit Anaheim Local Engagement Team), a
proactive, relationship-driven initiative aimed at creating stronger, more personalized connections between our
sales team and our hotel community. Through VALET, each sales manager was assigned a portfolio of local Anaheim area hotels to champion, ensuring every property has a
dedicated advocate who understands their needs,
communicates their value, and serves as their direct link to Visit Anaheim resources and opportunities.
Together, these initiatives will continue to strengthen our partnership across the destination. As we look ahead, the foundation built this year positions the Meeting Sales Team for continued growth, collaboration, and success in attracting world-class meetings and conventions to Anaheim.
MEETING
SALES
17 MEETING SALES HIGHLIGHTS
Through TID funding, the Meeting Sales Team was able to participate in the following tradeshows and conferences:
In-person sales calls were facilitated in:
• San Diego, CA
• Sacramento, CA
• Orange County, CA
• New York, NY
Hosted Client Events included:
• San Francisco NBA Game Client Event – San Francisco, CA • Broadway Show Client Event – New York, NY
• Ducks Hockey Game – Dallas, TX
Meeting Sales Team and Convention Sales Team
collaboration also included:
• Visit California/ Atlanta Events – Atlanta, GA
• Northwestern Destination Update – San Francisco/San
Jose, CA
• Synchronicities Holiday Dinner – Chicago, IL
The Meeting Sales team conducted a total of 432 presentations during the fiscal year. The team also attended 12 industry events and connected with more than 600 planners and industry professionals.
MEETING SALES EVENTS
432
Presentations
to customers
9 Hosted client
events
374
Clients attending
events
14 Convention team
trade shows
1,019
Clients visiting
the booth
FISCAL YEAR 2024/2025
Partners who attended IMEX:
“Partnering with Visit Anaheim at IMEX allows us to connect with high-intent convention clients in a well-designed, collaborative booth that showcases our hotel, strengthens our relationship with the Visit Anaheim sales team, and delivers a far superior experience compared to participating through a hotel brand.”
–Cynthia Ordyke, Director of Sales and Marketing,
The Westin Anaheim Resort
“Partnering with Visit Anaheim at IMEX 2024 was outstanding. IMEX is the best tradeshow to attend each year, and with a strong partner like Visit Anaheim, we enjoyed prime booth placement, exceptional visibility, high quality leads, and a truly collaborative partnership that maximized impact, conversations, and long term business value for our teams overall success together.”
–Ian Norton, Director of Group Sales, The Hilton Anaheim
LAS VEGAS
18 19
MARKETING RESULTS
196M
Impressions
839K
Observed Visits
$41.5M
Trackable Accomodations
Revenue
$70.2M
Trackable
Non-Accomodations
Revenue
FISCAL YEAR 2024/2025
*Communications and Tourism Department results can be found in their respective sections. 20 Visit Anaheim delivered strong economic results while using budget dollars efficiently. A $2.18M budget generated more than $111.7M in visitor spending, 196M impressions resulting in 838,975 observed visits.* Leisure marketing campaigns drove visitation and spending.
Campaigns such as Here We Go and 100 Days ‘Till Summer
reached a broad audience and generated 110.6M views,
618,000 visits, and nearly $30M in hotel revenue, contributing to more than $50M in total visitor spending.
Luxury campaign attracted higher-value visitors.
The Greatest Luxury of All campaign generated $12.1M in visitor revenue, with performance improving as targeting became more focused.
Meetings and Conventions marketing built future business.
A $233,000 investment generated 1,829 qualified business leads, supporting future group bookings for Anaheim.
Visit Anaheim’s owned channels helped convert interest
into visits. Website traffic increased 31%, email engagement remained strong, and 6,141 visitors enrolled in the Digital Savings Pass, encouraging spending at local hotels, restaurants, and attractions.
As travel demand shifted and certain travel periods softened, Visit Anaheim adjusted its strategy to maintain visibility while maximizing economic return. Overall, the organization improved efficiency and delivered measurable benefits
across leisure, luxury, and meetings and conventions
demonstrating responsible use of ATID funds and
supporting Anaheim’s long-term growth.
*Observed visits are actual trips people made to the destination, identified using anonymous mobile location data — not estimates or projections.
Source: Tourism Economics
MARKETING
21 LEISURE MARKETING
Powering Anaheim’s Core Visitor Economy
Leisure marketing campaigns focused on driving visitation during key travel periods to support Anaheim’s hotels, attractions, and local businesses through a combination of always-on marketing and seasonal demand campaigns.
Always-On Marketing:
Continuous digital advertising across programmatic display, streaming TV, and travel platforms ensured year-round visibility and kept Anaheim top-of-mind for potential travelers.
Seasonal Demand Campaigns:
Here We Go and 100 Days ‘Till Summer campaigns ran from July 2024 through June 2025 designed to stimulate visitation during key travel periods.
Targeting Strategy:
Targeting focused on families and multi-generational travelers, prioritizing nearby drive and Fly feeder markets, using data-driven audience segmentation to reach travelers most likely to visit Anaheim.
Together, Visit Anaheim’s always-on marketing foundation and targeted seasonal demand campaigns worked in
tandem to generate more than 110.6M impressions, drive
over 618,000 observed visits, and deliver more than $84.7M in combined accommodation and non-accommodation revenue, creating meaningful economic impact for the destination.
LEISURE MARKETING RESULTS
110.6M
Impressions
618.5K
Observed Visits
$29.5M
Trackable Accomodations
Revenue
$55.2M
Trackable
Non-Accomodations
Revenue
FISCAL YEAR 2024/2025
Visit Anaheim operates as a true extension of our team, supporting us across social media, marketing, PR, and corporate lead generation for off-site events with a balance of warmth and professionalism. Their proactive, trend-forward approach consistently anticipates partner needs and creates meaningful opportunities for growth. What sets them apart is their collaborative mindset, prioritizing initiatives that are shaped by real business objectives, resulting in measurable and sustained impact. –Devon Reeves, Marketing Director, Anaheim Packing House 22 LUXURY MARKETING
Elevating Anaheim’s Appeal Among
Affluent Travelers
The luxury campaign emphasized attracting visitors with higher spending potential across lodging, dining, and experiences available in Anaheim.
Delivered High-Value Reach:
The luxury marketing campaign generated 63.5M impressions delivering 220,515 observed visits and supported $27M in total visitor revenue, including $12M in accommodation spending.
Targeted Priority Feeder Markets:
The Greatest Luxury of All campaign ran from July 2024
through June 2025, reaching affluent travelers in key markets including Los Angeles, San Francisco/Silicon Valley, Phoenix, Seattle, Chicago, and Dallas–Fort Worth.
Built Early Awareness and Consideration:
Upper-funnel, the trade consortium Virtuoso and paid channels such as Viant expanded reach among luxury travelers and travel advisors, delivering more than 8.5M incremental impressions.
LEISURE OUT-OF-HOME (OOH)
MARKETING
Maintaining Continuous Market Presence
To maintain consistent visibility for Anaheim and Garden Grove among travelers throughout the year, out-of-home
advertising was deployed in high-traffic visitor locations at John Wayne Airport and ATN buses.
Delivered Broad Exposure:
Out-of-home advertising generated 14.8M impressions over the fiscal year, ensuring steady visibility for the destination.
Reached visitors at key arrival points: Prominent placements at John Wayne Airport welcomed arriving travelers and
reinforced awareness of Anaheim at a primary gateway to the region.
Engaged Visitors Already in Market:
Advertising in airport baggage claim areas and on 18 Anaheim Transportation Network buses reached visitors during their stay and directed them to Anaheim’s Digital Savings Pass.
Supported Overall Visitor Awareness:
This ongoing presence helped reinforce Anaheim’s brand
and complemented digital marketing efforts.
Reach/Impressions
(OOH & DOOH)
10M–100M+
per medium
campaign
Depends on market size, flight
length, and unit density (Outsmart/
Nielsen OOH benchmarks)
METRIC TYPICAL INDUSTRY
BENCHMARK
SOURCE / NOTES
TOTAL OOH IMPRESSIONS
14.8M
OOH – Industry Benchmarks and Sources
LUXURY MARKETING RESULTS
63.5M
Impressions
220.5K
Observed Visits
$12M
Trackable Accomodations
Revenue
$15M
Trackable
Non-Accomodations
Revenue
FISCAL YEAR 2024/2025
23 MEETINGS & CONVENTIONS MARKETING
Attracting Meetings Conventions That Drive
Economic Impact
To support and grow Anaheim’s long-term meetings and
conventions business, marketing efforts focused on reaching event planners, generating qualified leads and positioning Visit Anaheim key sales members as thought leaders in the industry.
Reached Professional Planners at Scale:
Meetings and conventions marketing delivered 6.8M views and generated 1,829 qualified inquiries from corporate, association, convention, and incentive planners.
Demonstrated Strong Engagement:
Educational white papers achieved a 38% open rate, indicating strong interest and engagement among planning professionals.
Built Credibility With Planners:
Early-2025 efforts emphasized thought leadership and professional outreach through white papers, targeted LinkedIn engagement, and follow-up advertising (retargeting) aimed at planners who had already shown interest.
Improved Efficiency and Lead Quality:
These initiatives increased the quality of inquiries and reduced the cost per lead, strengthening Anaheim’s competitive position in the meetings and conventions market.
M&C MARKETING RESULTS
6.8M
Impressions
1,829
Leads
38%
LinkedIn White Paper
Open Rate
433
LinkedIn White Paper
Clicks
FISCAL YEAR 2024/2025
24 WEBSITE PERFORMANCE
Turning Interest into Trip Planning
To support traveler research and trip planning,
Visit Anaheim’s website served as the primary digital
information resource.
Reached a Large Audience of Potential Visitors:
The website attracted 1.5M visitors over the fiscal year, a 31% YOY growth, reflecting strong interest in Anaheim as a travel destination.
Supported Active Trip Research:
Visitors viewed 3.1M pages, 20% YOY growth, indicating engagement with trip-planning content such as hotels, attractions, dining, and events.
Functioned as an Effective Planning Tool:
The website’s mix of destination content and targeted digital promotion helped keep Anaheim visible and competitive
during the travel planning process.
WEBSITE RESULTS
1.5M
Total Users
+31 YOY GROWTH +20% YOY GROWTH
3.14M
Total Views
571K
PPC Pageviews
FISCAL YEAR 2024/2025
EMAIL MARKETING
Directly Engaging Potential Visitors
Email continued to provide a reliable way to reach and
engage potential visitors and planners throughout the
fiscal year.
Expanded Reach to Potential Visitors:
The email program reached nearly 1.5M recipients across consumer, partner, and meetings and conventions audiences over the fiscal year.
Delivered Strong Engagement:
Open rates consistently ranged from 33% to 40%, with a
weighted average* open rate of 33.6% and a click rate of
1.7%, performing within tourism industry benchmarks.
Served Multiple Visitor Segments:
Communications supported a range of audiences, including leisure travelers, families, outdoor and food-focused visitors, luxury travelers, partners, and meetings and conventions planners.
Functioned as a Reliable Engagement Tool:
Email continued to be an effective, low-cost way to keep Anaheim top-of-mind and encourage ongoing trip planning.
Across all segments, the email database delivered a weighted average growth of +57.2%. Growth was led by Foodie (+167.6%) and Outdoor/Active (+112.0%), while the core Total Consumer list remained a stabilizing driver at +53.7% weighted growth, reinforcing overall list strength.
25 DIGITAL SAVINGS PASS PROGRAMS
Driving Visitor Spending in the Community
The passes continued to encourage visitors to explore
Anaheim and take advantage of local offers throughout the fiscal year.
Drove Visitor Participation:
A total of 6,141 sign-ups were recorded across all Digital Savings Pass programs, reflecting strong interest in value-driven visitor experiences.
Supported Multiple Visitor Interests:
The Foodie Pass launched successfully in early 2025, while the Perk Pass and Brew Pass maintained steady participation throughout the year.
Encouraged Local Spending:
These programs motivated visitors to explore more neighborhoods and businesses, helping extend the economic impact of each visit.
Digital Savings Pass – Industry Benchmarks & Sources
There are no fixed industry benchmarks solely for digital savings passes.
Benchmarks are vary widely based on program structure, offer value, visitor intent, promotion method, and market size.
DESTINATION GUIDE
Guiding Visitors from Inspiration to Trip Planning
The Destination Guide provided visitors with a reliable planning resource in both print and digital formats throughout the fiscal year.
Distributed Widely Across Key Markets:
A total of 125,000 printed guides were distributed throughout California and Arizona, with an additional 1,479 digital requests fulfilled.
Complemented Digital Outreach:
The guide continued to reinforce Anaheim’s visibility and supported Visit Anaheim’s broader digital marketing efforts.
Supported Trip Planning at Multiple Stages:
Together, the print and digital formats helped visitors research, plan, and finalize travel decisions, extending Anaheim’s reach across the travel planning process.
DIGITAL SAVING PASS PARTICIPATION
6,141
Sign ups
COMMUNICATIONS RESULTS
2.62B
Impressions
$823K
Revenue
21.4K
New Followers
416.5K
Total Followers
855
Media Clips
FISCAL YEAR 2024/2025
26 Visit Anaheim’s Communications team strengthened the destination’s visibility and relevance through strategic storytelling, media engagement, and high impact partnerships.
Efforts focused on top feeder and drive markets, elevating Anaheim’s brand presence while supporting leisure travel, overnight stays, and long-term demand.
Media relations and public relations played a central role in expanding reach and shaping perception. Proactive pitching, strong national and regional relationships, and compelling destination narratives increased Anaheim’s presence across earned media and positioned the city as a dynamic, experience rich destination.
Creative campaigns reinforced Visit Anaheim’s role as an innovator in destination marketing. Imaginagency, the organization’s first kid powered travel concept, put children at the center of family vacation planning, blending research-based insights with authentic storytelling to inspire travel consideration and engagement. The campaign’s impact has been recognized at the state level, earning finalist honors in Visit California’s Poppy Awards for Best PR Campaign.
Social media and influencer partnerships extended storytelling across platforms, driving audience growth and engagement through video first content, creator collaborations, and paid amplification. Content highlighted Anaheim’s core pillars including family, theme parks, luxury, sports, and inclusivity while meeting audiences where they are across emerging
and established channels.
Strategic partnerships amplified reach beyond traditional tourism marketing. Visit Anaheim’s historic partnership with the Anaheim Ducks delivered national visibility, strengthened local pride, and supported future meetings and conventions demand, while experiential activations like VidCon reinforced Anaheim’s reputation as a bold, creative, and culturally relevant destination.
Overall, Communications sustained strong market presence and reinforced Visit Anaheim’s brand through earned media, social platforms, partnerships, and experiential storytelling, supporting long term destination growth and alignment with organizational priorities.
COMMUNICATIONS
27 “Working together has helped us better support our influencers, grow our influencer program, and generate earned media that genuinely resonates. As a one-person social media team, having Visit Anaheim’s group of experts to bounce ideas off has been incredibly helpful. The guidance, openness, and collaborative spirit have made a real impact, and I’m grateful for the partnership.” –Heather Rad, Director of Sales and Marketing, Howard Johnson Hotel and Water Playground
TOURISM RESULTS
94.7M
Impressions
42.3M
Domestic Co-op
Impressions
52.4M
International Co-op
Impressions
140.3K
Domestic Co-op
Room Nights
67.8K
International Co-op
Room Nights
208.1K
Room Nights
FISCAL YEAR 2024/2025
TRAVEL TRADE ENGAGEMENT
3,080
Travel Sellers
including tour operators, travel agents, and influencers 28 TOURISM
DEVELOPMENT
The Tourism Development team is focused on driving
overnight visitation to Anaheim-area hotels by strategically promoting the destination’s distinctive attractions, culinary offerings, signature events, professional sports, and surrounding points of interest to encourage longer stays and increased visitor spend.
Tourism StrategyCenters On:
• Building destination awareness highlighting Anaheim’s prime location in Orange County and Southern California • Generating short-term demand
• Opening new markets and partnerships
• Strengthening partnerships with travel trade and industry organizations.
Sales Activities Include:
• Launching co-op marketing campaigns with travel industry partners
• Engagement with travel trade, influencers and trade media at trade shows, sales missions and events
• Organization of FAM trips showcasing the destination
• Conducting training webinars
The team is especially focused on developing high-potential markets such as the domestic U.S., Mexico, Canada, Australia, New Zealand, and the UK, while also engaging with key secondary markets including China, Japan, and S. Korea through the travel trade.
TOURISM RESULTS
Consumer Efforts
Domestic co-op marketing campaign partners:
Expedia, Priceline/Booking.com, Getaway Today, AAA,
Hopper/Capital One Travel, and Southwest Vacations.
International co-op marketing campaign partners:
Expedia, Redtag,com and AirCanada - Canada, Infinity
Holidays, Qantas Holidays, Luxury Escapes - Australia, HIS Tours, Jpac - Japan; Ctrip - China, Hotelbeds and Priceline/ Booking.com multi including Mexico, UK, Canada.
Travel Trade Efforts
The Tourism Team promoted Anaheim and Garden Grove
to the travel trade through targeted sales missions, trade shows, and events. The travel trade - tour operators, travel advisors/agents, travel influencers, and travel publication media—are the businesses and creators who package, sell, and promote trips to consumers.
29 SALES MISSIONS, TRADE SHOWS &
EVENTS
Visit Anaheim organized the following sales missions and events proving parters the opportunity to engage with the travel trade.
• Western Canada and Mexico Road Shows
• Disney Days – Australia and New Zealand
• IPW Anaheim booth and Club Anaheim client event
• Local Travel Trade Luncheon
Visit Anaheim Tourism Team represented the destination at the following travel industry events.
Domestic Market
• SYTA (Student Youth Travel Association)
• Go West Summit
• IPW
International Market
Visit California sales missions:
• Canada, Mexico, UK, Germany, and France
Brand USA and Visit USA Events:
• Canada Connect
• Australia/New Zealand Expos
• Travel Week UK
• Hawaiian Airlines Summer Camp/Australia
• Go West Summit
• IPW
IPW and Club Anaheim
Visit Anaheim debuted our outstanding new booth at IPW
2025—boldly elevating our presence and generating strong buzz. As U.S. Travel Association’s premier trade show, IPW brought together 1,000 domestic and international travel trade buyers and 550 media professionals from 60 countries. 11 Anaheim and Garden Grove partners joined Visit Anaheim for the three-day event, which included one-on-one meetings with more than 166 key international buyers. The Tourism team also held strategic meetings with new high-impact
partners including Costco Travel, Virgin Atlantic Holidays, British Airways Holidays, and Pleasant Holidays/AAA
Southern California.
In addition, Visit Anaheim hosted Club Anaheim, a successful customer event that welcomed 180 key buyers and industry executives, including Fred Dixon, CEO of Brand USA, and Caroline Beteta, President & CEO of Visit California.
FAMs
To showcase the destination and encourage longer stays, our team led 16 FAMs positioning Anaheim as the home
base for a Southern California vacation. We hosted 313
qualified travel-trade professionals—travel agents, product managers, influencers, and travel trade media—from Canada, Australia, New Zealand, Mexico, the UK, and Thailand, driving both engagement and media exposure. We also
strengthened key domestic feeder markets by hosting two Getaway Today FAMs for reservation agents and influencers.
Webinars and Training
To expand our Travel Trade Reach, we conducted Destination training webinars to 878 agents in Mexico, Korea, Japan, Australia, New Zealand, UK, China, and India. In addition, Visit Anaheim was featured in Visit California’s Club California travel trade training events in Australia, Japan, Korea.
International Offices Update
Visit Anaheim’s continues international representation in Mexico, Australia and New Zealand. In May 2025, Visit
Anaheim added representation in the UK focusing on driving overnight stays. All of these markets are still showing strong inbound travel to the USA.
“We are looking forward to Visit Anaheim’s Get Away Today partner appreciation event in March. This will be our fourth year attending. It’s both an economical sales trip with quality one-on-one time including management, agents and influencers. The quick two-day trip to Salt Lake City and Ogden is well planned with tradeshow and signature hotel-client night with the Anaheim Ducks – Utah Mammoth hockey game allowing for extended networking time with great food and fun. Dinner with the owners and top management is a do-not-miss opportunity.” –Ken Beck, Area Director of Sales
Hilton Garden Inn Anaheim/Garden Grove
Hampton Inn & Suites by Hilton Anaheim/Garden Grove
Homewood Suites by Hilton Anaheim – Maingate Area
30 INCREMENTAL MARKETING CAMPAIGN
SUMMARY FY2024
Campaign Period: July – Dec 2024
In June 2024, Visit Anaheim requested that the Board of Directors authorize incremental marketing funds to support a coordinated marketing, tourism, and communications effort, supplementing each departments existing budget. The
objective was to drive measurable visitation during a defined need period spanning summer 2024 through Q1 2025.
How the Funds Were Used
A total of $2.23M was invested across marketing, tourism, and communications departments. These programs were
designed to work together building awareness, encouraging travel consideration, and converting interest into booked trips.
Audience Reach
Across all efforts, Visit Anaheim messaging generated
475.7M impressions in domestic and international markets, significantly expanding destination visibility during the second half of 2024.
Visitation Results
The programs produced 174,000 trackable hotel room
nights, directly supporting Anaheim area hotels, hospitality jobs, and related visitor services.
Economic Impact
These visits generated $90.6M in total trackable visitor spending, including hotel stays, dining, attractions, and retail and other local businesses.
Return on Investment
Overall, the campaign delivered a $41 return for every $1 invested, demonstrating strong performance and efficient use of these incremental funds.
INCREMENTAL CAMPAIGN TOTAL RESULTS
475.7M
Impressions
174K
Trackable Hotel
Room Nights
$55.4M
Trackable Hotel
Booking Revenue
$35.2M
Trackable Non-Room
Booking Revenue
$90.6M
Total Revenue
Generated
FISCAL YEAR 2024/2025
INCREMENTAL
MARKETING
CAMPAIGN
SUMMARY
FY2024
31 Marketing Programs
The Marketing programs focused on generating awareness
and encouraging travel consideration and booking through a mix of digital, broadcast, print, and outdoor advertising across key domestic markets.
Marketing program goals
Increase visitation and hotel room nights in Anaheim and Garden Grove through accountable, performance-based marketing programs that deliver measurable results.
Investment
A total of $1.01M was invested across marketing programs, generating 80M impressions and $53M in total trackable
visitor revenue.
Key partners
Epsilon, Viant, TripAdvisor, Google Ads, San Diego radio partners iHeartMedia and Audacy, out-of-home placements at John Wayne Airport (SNA), and luxury-focused print publications.
Performance by Strategy
• Leisure-focused digital advertising delivered the strongest results, generating 41.4M impressions and $45.6M in total visitor spending including $15M in hotel booking revenue. These results confirm digital programmatic advertising as the primary driver of near-term visitation. • Luxury-focused marketing also performed strongly. Luxury programmatic and print advertising together generated more than 25.6M impressions, with programmatic efforts delivering $7.6M in total visitor revenue, validating Anaheim’s ability to reach higher-value travelers through targeted, data-driven outreach.
• Supporting channels including radio, print, pay-per-click search, and out-of-home advertising played a critical
reinforcing role. In particular, airport advertising at John Wayne Airport (SNA) reached visitors at a key arrival moment, strengthening destination awareness and supporting both leisure and luxury visitation.
MARKETING RESULTS
80M
Impressions
$14.9M
Trackable Leisure
Room Revenue
$3.07M
Trackable Luxury
Room Revenue
$30.7M
Trackable Leisure
Non-Room Revenue
$4.5M
Trackable Luxury
Non-Room Revenue
$53M
Total Revenue
Generated
FISCAL YEAR 2024/2025
32 Tourism Programs
The Tourism programs focused on converting active travel interest into confirmed hotel bookings through airline, on-line travel agencies (OTAs) and tour-operator partnerships across domestic and international markets.
Tourism program goals
Increase hotel room nights and visitor spending in Anaheim and Garden Grove by placing destination offers directly within booking platforms where results can be tracked.
Investment
$967,856, deployed through co-operative partnerships with airlines, OTAs, and tour operators to maximize reach, leverage partner funding, and drive incremental bookings.
Key Travel Partners
• Domestic partners included: Expedia, Apple Leisure
Group - Southwest Airlines Vacations/Get Away Today /
Hopper - Capital One Travel/ Priceline - Booking.com/
Hotelbeds.
• International partners included: RedTag (Canada), PriceTravel (Mexico), Expedia (Canada), Expedia Mexico, and Hotelbeds (Canada, Mexico)
Performance by Strategy
• Domestic airline and OTA partnerships drove the majority of confirmed hotel bookings, delivering the full 174,000 trackable room nights during the reporting period and
generating $37.4M in hotel revenue.
• International programs expanded reach in key markets
such as Canada and Mexico, supporting longer-stay
visitation and strengthening Anaheim and Garden Grove’s position in international markets.
• Co-operative partnerships amplified Visit Anaheim’s investment, producing 83.5M impressions and achieving a 39:1 return on investment, demonstrating strong efficiency and conversion.
TOURISM RESULTS
83.5M
Impressions
174K
Trackable Hotel
Room Nights
$37.4M
Trackable Hotel
Booking Revenue
FISCAL YEAR 2024/2025
33 Communications Programs
The Communications programs focused on expanding destination awareness of Anaheim and Garden Grove through high-visibility media and paid social outreach across domestic and international markets.
Communications Program Goals
Increase awareness and consideration of our destination by reaching large audiences during the inspiration and planning stages of the travel journey, reinforcing destination appeal and supporting lower funnel marketing and tourism sales efforts.
Investment
$255k deployed across paid social media and national broadcast media to maximize reach, credibility, and efficiency.
Key Partners
Meta platforms (Instagram and Facebook) and national
broadcast media through a Luxury Satellite Media Tour featuring Tarek and Heather El Moussa leveraging their HGTV audience and credibility via The Flipping El Moussas.
Performance by Strategy
• Paid social media campaigns amplified Visit Anaheim
messaging both domestic and internationally, driving
large-scale awareness and reinforcing destination messaging. • The Luxury Satellite Media Tour delivered national broadcast exposure, elevating Anaheim and Garden Grove’s luxury positioning and generating highly credible, earnedstyle coverage at scale.
COMMUNICATIONS RESULTS
8.8M
Paid Social
Impressions - Domestic
112.3M
Paid Social
Impressions - International
191M
Luxury Satellite
Media Tour Impressions
312.1M
Total Impressions
FISCAL YEAR 2024/2025
34 DRIVING LENGTH OF STAY
BUSINESS
INTELLIGENCE
DESTINATION VISITATION OVERVIEW
The Business Intelligence team at Visit Anaheim leads the organization’s data strategy, transforming raw information into actionable insights that guide growth, planning, and performance evaluation across Anaheim’s tourism economy. Using advanced analytics, visualization tools, and integrated reporting systems, the team provides a clear view of market conditions, visitor behavior, and hospitality performance indicators.
VISITOR VOLUME
2025 Forecasted
Total Visitation: 26.1M (YOY change: -0.9%)
Total Domestic: 24.3M (YOY change: 0%)
Total International: 1.7M (YOY change: -9%)
Although down for 2025, 2026 is anticipated to be at
26.6M which will be an all-time high for Anaheim.
Visitor volume recovery
In the baseline, visitor volume is expected to remain
above 2019 levels throughout the forecast period.
Day vs Overnight Visitor
2025 Forecasted
Total Day Visitors: 17.5M (YOY change: 2%)
Total Overnight Visitors: 6.8M (YOY change: -1%)
Average length of stay Domestic & International: 4.1
2025 Forecasted
Total Business Visitors: 2.7M (YOY change: 0%)
Total Leisure Visitors: 23.3M (YOY change: -1%)
Domestic day vs. overnight visitors in Anaheim (M)
Percentage change in visitors to Anaheim
(Year-on-year % change)
Currently our overnight visitation is 6.8M and
average length of stay is 4.1. Increasing the
average length of stay by 0.5 nights would
result in $750M in accommodation
revenue annually. Source: Azira, TE, and CoStar
35 DOMESTIC VISITORS IN ANAHEIM
2025 (Forecasted): 24.3M
YOY change: 0%
INTERNATIONAL VISITORS IN ANAHEIM
2025 (Forecasted): 1.7M
YOY change: -9%
Anaheim Visitor Forecast: Domestic vs International
TOP ORIGIN COUNTRIES:
Mexico 43.50%
Canada 10.10%
China 6.80%
United Kingdom 5.00%
France 4.80%
Australia 3.00%
Source: GCT
ANAHEIM LODGING
Occupancy
74.8%
YOY change: -0.4%
ADR
233.58
YOY change: -1.7%
RevPAR
174.76
YOY change: -2.1%
Room Revenue
$1.4B
YOY change: -2.5%
Hotel Supply
21.8K
YOY change: -0.4%
Hotel Demand
16.3K
YOY change: -0.8%
FISCAL YEAR 2024/25
ECONOMIC IMPACTS
JOB & LABOR INCOME
FISCAL IMPACTS
TAX REVENUES
$342M
Sales Tax Revenues
$233M
Lodging Tax Revenues
$213M
Property Tax Revenues
$10.2B
Total Economic Impact
$6.6B
Direct Visitor Spending
$3.0B
Total Labor Income Impact
66,806
Total Jobs Impact
ANAHEIM
Source: Tourism Economics
Direct visitor spending of $6.6B in 2024 supported
a total economic impact of $10.2B and 66,806 total
jobs (including full-time and part-time) with
associated labor income of $3B.
The economic impacts attributable to visitor
spending generated significant fiscal (tax) impacts
as they cycled through the regional economy.
Visitors generated $951M in state and local tax
revenues in 2024.
$951M
Total State & Local Tax Revenues
36 YOY change: 1.5%
CALENDAR YEAR 2024 CALENDAR YEAR 2024
ANAHEIM LODGING FORECAST:
HOTEL SUPPLY
(DAILY)
HOTEL ROOM DEMAND
(DAILY)
OCCUPANCY ADR RevPAR ROOM REVENUE
Levels
2023 21,756 16,357 75.20% $238.85 $179.57 $1,426,005,225 2024 21,984 16,438 74.80% $236.00 $176.46 $1,415,958,295 2025 22,004 16,380 74.40% $233.93 $174.14 $1,398,610,001 2026 22,027 16,590 75.30% $238.13 $179.35 $1,442,005,108 2027 22,131 16,881 76.30% $243.04 $185.38 $1,497,483,375 Growth
2023 0.30% 2.30% 2.00% 9.30% 11.50% 11.80%
2024 1.00% 0.50% -0.50% -1.20% -1.70% -0.70%
2025 0.10% -0.40% -0.40% -0.90% -1.30% -1.20%
2026 0.10% 1.30% 1.20% 1.80% 3.00% 3.10%
2027 0.50% 1.80% 1.30% 2.10% 3.40% 3.80%
Source: STR, Tourism Economics
ANNUAL LODGING FORECAST FOR ANAHEIM–TABLES & SUMMARY
37 38
COMMUNITY
ENGAGEMENT
EVENTS PARTICIPATION AND SPONSORSHIPS
Anaheim
• 2024 Anaheim Resort District 4 Toy Drive – 600 HCD backpacks and coloring books donated • Cypress College Career Fair - 04/22/25
• ACC Tour for Cypress College Students - 04/21/25
• AUHSD Capstone Judging Event - Event April and May 2025 – all AUHSD Schools • Anaheim Children’s Art Festival - 05/15/2025
• YMCA Sponsorship 2025
• Caterina’s Club Gala
Garden Grove
• Strawberry Festival: $1,000 Marketing Sponsorship
Visit Anaheim is dedicated to being an active and visible partner within the Anaheim hospitality industry and broader community through initiatives that provide education, training, assistance, and resources for hospitality professionals, while also fostering interest in tourism and hospitality careers among future workforce talent.
Our community engagement efforts include the Hospitality Career Development Program and the Certified Tourism
Ambassador (CTA) Program, both designed to strengthen
industry knowledge, service excellence, and career pathways. In addition, Visit Anaheim actively participates in local community events such as the City of Anaheim Fall Festival, Anaheim Resort District 4 Toy Drive, Garden Grove Strawberry Festival, and Caterina’s Club Gala, as well as volunteers with local nonprofit organizations including Higher Ground and the YMCA.
Together, these efforts reinforce Visit Anaheim’s commitment to supporting the local hospitality workforce, engaging with the community, and encouraging the next generation of tourism and hospitality professionals. “It has been such a pleasure being part of Visit
Anaheim’s efforts to help raise awareness of Anaheim as a top destination. What makes it special are the grassroots efforts that Visit Anaheim uses
to strengthen the bonds within the community. The
Toy Drive that provides toys for needy families, the
Certified Tourism Ambassador Program that gives
associates tools to share all that Anaheim has to
offer, and the Hospitality Career Development
Program are all examples of how Visit Anaheim
provides stewardship to the community. Top destinations aren’t created overnight but instead are created when you start building a solid infrastructure first and then build on it. Very excited for the future of Anaheim and for all that Visit Anaheim is
doing as a steward of that vision.”
–Justin Hart, General Manager
Sheraton Park Hotel at the Anaheim Resort
39 VISIT ANAHEIM STAFF VOLUNTEER HOURS
541 Hours
ANAHEIM
RESORT
DISTRICT 4
TOY DRIVE Christmas Day
Toy Drive
Adopt-a-Family
Luncheon
40 HOSPITALITY CAREER DEVELOPMENT PROGRAM RECAP
The Hospitality Career Development program’s goal is to educate students about the diverse facets within the tourism and hospitality industry. By fostering connections and providing guidance, we aim to empower students and connect them to pursue available opportunities within the tourism and hospitality field. Through 20 high school presentations across Anaheim and Garden Grove, 2,089 students were reached. The Hospitality Career Development website received 3,500+ hits during this time.
HOSPITALITY CAREER DEVELOPMENT
10 High School
Presentations in
Anaheim
1,049
High School
Students Attended
in Anaheim
7 High School
Presentations in
Garden Grove
1,040
High School
Students Attended
in Garden Grove
FISCAL YEAR 2024/2025
CTA PROGRAM RESULTS
551
Total Ambasadors
235
CTAs Certified
90+%
Renewal Rate
FISCAL YEAR 2024/2025
41 CERTIFIED TOURISM AMBASSADOR
PROGRAM RECAP
The Certified Tourism Ambassador™ (CTA) program is an
industry-recognized certification designed to elevate the visitor experience by equipping front-line hospitality staff, volunteers, and community stakeholders with broad
destination knowledge and service skills, so that every visitor experience is a positive one.
The CTA program is managed and run by Visit Anaheim.
The program began in March of 2009. Since its inception, we have certified over 6,000 CTAs. Recently, we have
trained and certified 130 high school students from the Anaheim/Garden Grove Union High School District as part of the hospitality career development.
Number of presentations – Anaheim: 13
3 classes were held off site at ACC and local high schools in the cities of Anaheim/Garden Grove
Number of events: 3 networking events
• The Outlets of Orange: Dave & Buster’s – 9/24/24
• Anaheim Majestic Garden Hotel – 4/16/2025
• Annual CTA Educational Update: Great Wolf Lodge –
6/10/25
42 FINANCIALS
& KPI’s
Exceeded
Expectations
Fully Met
Expectations
Final #’s per
Dashboard
Descriptions
2025 VISIT ANAHEIM KPI’s
Convention Bookings 54 51 54 Convention Bookings ≥1,000 Peak Rooms and utilizing ACC.
Definite Economic Impact $2,080,000,000 $2,060,000,000 $2,312,260,026.12 Direct/Indirect Economic Impact from Definite Bookings from Convention, Meeting and Sports Sales.*As of 2/19/26.
Definite Room Nights 722,000 715,000 908,180 Definite Room Nights Over 1000+ Peak from Convention Center Events Only. *Definite Room Nights updated as
of 2/11/26.
Marketing Impressions 2,650,000,000 2,600,000,000 3,108,421,321 Total of earned media/advertising/social impressions.
Community Service Hours 560 545 555 Goal based on 7.5 hours per employee. Must be a non-profit organization within Orange County and approved by supervisor.
Partnership Revenue $1,200,000 $1,150,000 $1,544,187.85 Revenues include dues, listings, sponsorships, web ads, registrations and coupons collected by Partnership.
43 Exceeded Expectations Fully Met Expectations
2026 Visit Anaheim KPI’s
Convention Bookings 54 52
Definite Economic Impact $2,080,000,000 $2,060,000,000
Definite Room Nights 722,000 715,000
Marketing Impressions 2,150,000,000 2,000,000,000
Partnership Revenue $1,100,000 $1,060,000
GOALS
44 2025 BUDGET
Approved Budget
2025
REVENUE COMPONENTS:
T.I.D. Anaheim $ 24,700,000
T.I.D. Garden Grove $ 2,000,000
TOTAL T.I.D. REVENUE: $ 26,700,000
OTHER FUNDING:
Partnership Development Dues $ 1,000,000
Other Income:
Advertising Revenue (Partnership) $ 100,000
Business Intelligence $ -
CTA Revenue $ 12,000
Client Subsidies $ -
Destination Services Revenue $ 27,000
Other Sales Revenue $ 20,000
Other Partnership Revenue (Sponsorship) $ 214,000
Rent Sub-Leases $ 20,400
Sales Client Event Revenue $ 62,500
Sports Development/OCSC $ -
Tourism Revenue $ 216,000
Tradeshow Revenue $ 114,000
Visa Rebate $ 20,000
Total Other Income $ 805,900
TOTAL REVENUE $ 28,505,900
PROGRAM/OPERATING EXPENSES:
Administration & General/Finance $ 3,859,800
Executive Sales & Marketing $ 125,000
Business Intelligence $ 919,800
Communications $ 2,386,800
Convention Sales $ 7,457,400
Client Subsidies $ 30,000
Destination Services & Events $ 1,420,600
Marketing $ 7,505,900
Partnership Development $ 1,557,300
Sports Development/OCSC $ -
Tourism $ 3,243,300
Restricted Funds (Sales Bookings/Reserves) $ -
Total Program/Operating Expense $ 28,505,900
TOTAL EXPENSE $ 28,505,900
EXCESS REVENUE OVER EXPENSE $ -
45 BALANCE SHEET THROUGH JUNE 30, 2025
*Unaudited Financials
ASSETS
Anaheim CURRENT ASSETS
Cash in Bank 3,385,473
Marketable Securities 19,360,771
Prepaid Expenses 2,057,262
Ducks Sponsorship Agreement 3,465,000
Accounts Receivable 1,935,438
TOTAL CURRENT ASSETS 30,203,943
TED FINANCIALS**
PROPERTY & EQUIPMENT
Leasehold Improvements 346,996
TID-Furniture & Fixtures 1,420,505
Automobile 116,125
Accumulated Depreciation (1,586,400)
TOTAL PROPERTY & EQUIPMENT 297,226
OTHER ASSETS
Investments - 457 Plan Assets 2,204,479
Right of Use Assets 2,702,661
Security Deposit 68,011
TOTAL OTHER ASSETS 4,975,151
$ 35,476,321
TOTAL ASSETS
LIABILITIES & FUND BALANCE
CURRENT LIABILITIES
Accounts Payable 3,154,766
Accrued Ducks Sponsorship 3,465,000
Other Payables 211,386
Vacation Payable 457,479
Accrued Payroll & Payroll Tax 1,188,158
Employer 401K Payable 363,000
ST Right of Use Asset Liabilities 583,465
Due to ATID 327,951
TOTAL CURRENT LIABILITIES 9,751,205
LONG-TERM LIABILITIES
Deferred Compensation - 457 Plan 2,204,479
Deferred Revenue 20,600
Deferred Rent -
LT Right of Use Assets Liabilities 2,737,335
4,962,414
TOTAL LONG-TERM LIABILITIES 14,713,618
TOTAL LIABILITIES
ATID Fund Balance 21,339,104
GGTID Fund Balance 1,861,084
Private Fund Balance 4,398,404
Current Year Net Income (6,835,889)
TOTAL FUND BALANCE 20,762,703
TOTAL LIABILITIES & FUND BALANCE $ 35,476,321
ce Sheet
gh 06/30/25
VISIT ANAHEIM
BALANCE SHEET
JUNE 30,2025
46 STATEMENT OF INCOME AND EXPENSE
*Unaudited Financials
ome REVENUE
T.I.D. Anaheim 21,606,016
T.I.D. Garden Grove 1,875,861
Bureau Partnership Dues 1,094,095
Other Income 1,971,797
TOTAL REVENUE $ 26,547,769
EXPENSES
Business Intelligence 838,634
Operations 4,861,629
Communications 1,957,114
Convention Sales 7,482,173
Destination Services & events 1,206,848
Marketing 5,369,328
Partnership Development 2,086,728
Sports Development 165,712
Tourism 2,626,711
Depreciation Expense 61,806
TOTAL OPERATING EXPENSES $ 26,656,683
Net Income from Operations $ (108,914)
Board Designated Funds 6,726,975
NET INCOME $ (6,835,889)
07/01/2024 - 06/30/2025
47 BALANCE THROUGH DEC 31, 2025
*Unaudited Financials
ASSETS
aheim CURRENT ASSETS
Cash in Bank 3,473,920
Marketable Securities 17,843,516
Prepaid Expenses 1,544,414
Ducks Sponsorship Agreement 2,640,000
Accounts Receivable 2,262,495
TOTAL CURRENT ASSETS 27,764,345
INANCIALS**
PROPERTY & EQUIPMENT
Leasehold Improvements 346,996
TID-Furniture & Fixtures 1,441,176
Automobile 116,125
Accumulated Depreciation (1,647,388)
TOTAL PROPERTY & EQUIPMENT 256,909
OTHER ASSETS
Investments - 457 Plan Assets 2,204,479
Right of Use Assets 2,702,661
Security Deposit 68,011
TOTAL OTHER ASSETS 4,975,151
$ 32,996,405
TOTAL ASSETS
LIABILITIES & FUND BALANCE
CURRENT LIABILITIES
Accounts Payable 2,732,317
Accrued Ducks Sponsorship 2,915,000
Other Payables (1,499)
Vacation Payable 457,479
Accrued Payroll & Payroll Tax 1,309,467
Employer 401K Payable 726,000
ST Right of Use Asset Liabilities 583,465
Due to ATID 327,951
TOTAL CURRENT LIABILITIES 9,050,180
LONG-TERM LIABILITIES
Deferred Compensation - 457 Plan 2,204,479
Deferred Revenue 87,000
Deferred Rent -
LT Right of Use Assets Liabilities 2,737,335
5,028,814
TOTAL LONG-TERM LIABILITIES 14,078,994
TOTAL LIABILITIES
ATID Fund Balance 20,080,287
GGTID Fund Balance 1,751,622
Private Fund Balance 4,398,400
Current Year Net Income (7,312,898)
TOTAL FUND BALANCE 18,917,411
TOTAL LIABILITIES & FUND BALANCE $ 32,996,405
Sheet
12/31/25
VISIT ANAHEIM
BALANCE SHEET
DECEMBER 31,2025
48 STATEMENT OF INCOME AND EXPENSE
*Unaudited Financials
eim
of Income REVENUE
se T.I.D. Anaheim 21,866,963
T.I.D. Garden Grove 1,796,905
Bureau Partnership Dues 1,071,384
Other Income 1,919,192
NCIALS**
TOTAL REVENUE $ 26,654,444
EXPENSES
Business Intelligence 989,317
Operations 4,239,281
Communications 2,091,477
Convention Sales 7,844,568
Destination Services & events 1,372,715
Marketing 6,935,542
Partnership Development 1,804,316
Sports Development -
Tourism 2,457,587
Depreciation Expense 119,073
TOTAL OPERATING EXPENSES $ 27,853,876
Net Income from Operations $ (1,199,432)
Board Designated Reserves 6,113,466
NET INCOME $ (7,312,898)
01/01/2025 - 12/31/2025
49 2026 APPROVED BUDGET
*Unaudited Financials
Approved Budget
2026
REVENUE COMPONENTS:
T.I.D. Anaheim $ 21,000,000
T.I.D. Garden Grove $ 1,800,000
TOTAL T.I.D. REVENUE: $ 22,800,000
OTHER FUNDING:
Partnership Development Dues $ 1,000,000
Other Income:
Advertising Revenue (Partnership) $ 130,000
CTA Revenue $ 12,000
Destination Services Revenue $ 34,000
Other Sales Revenue $ 20,000
Registration Revenue (Partnership) $ 90,000
Rent Sub-Leases $ -
Sales Client Event Revenue $ 55,000
Sales Tradeshow Revenue $ 104,000
Sponsorship Revenue (Partnership) $ 250,000
Tourism Revenue $ 140,500
Visa Rebate $ 24,000
Total Other Income $ 859,500
TOTAL REVENUE $ 24,659,500
PROGRAM/OPERATING EXPENSES:
Administration & General/Finance $ 3,686,000
Executive Sales & Marketing $ 85,000
Business Intelligence $ 788,800
Convention Sales $ 7,801,100
Client Subsidies $ 30,000
Destination Services & Events $ 1,434,300
Marketing & Communications $ 8,514,900
Partnership Development $ 1,347,700
Tourism $ 2,971,700
Total Program/Operating Expense $ 26,659,500
Restricted Funds Convention Committments/Reserves (BDR) $ - Restricted Funds $1M MMP Program (BDR) $ -
Restricted Funds $1.5M Trade Show Booth (BDR) $ -
Restricted Funds 2025 Incremental MKTG Spend (BDR) $ -
Total Board Designated Reserve $ -
TOTAL EXPENSE $ 26,659,500
NET INCOME/(LOSS) $ (2,000,000)
50 s
2025
ATID GGTID Private Total
YTD YTD YTD Net Assets
/1/2025 20,080,287 1,751,622 4,398,415 26,230,323
nd Balance (1/1/2025 - 6/30/2025) (2,161,620) (214,178) (3,091,822) (5,467,620) /30/2025 17,918,667 1,537,444 1,306,593 20,762,703
FUND BALANCES AS OF JUNE 30, 2025
Fund Balances at 1/1/2025
2025 Change in Fund Balance
(1/1/2025-6/30/2025)
Fund Balance at 6/30/2025
Visit Anaheim
Statement of Activities by Fund
As of June 30, 2025
ATID GGTID Private Total
YTD YTD YTD YTD Annual Budget
6/30/2025 6/30/2025 6/30/2025 6/30/2025
Revenue
T.I.D. - ANAHEIM 10,404,423 0 10,404,423 24,700,000 -
T.I.D. - GARDEN GROVE 0 876,816 - 876,816 2,000,000
BUREAU PARTNERSHIP DUES 0 0 576,011 576,011 1,000,000
Other Revenue 150,538 12,378 522,427 685,343 805,900
Total Revenue 10,554,961 889,194 1,098,438 12,542,593 28,505,900 Expenditures
Administration 1,853,436 158,753 258,073 2,270,262 3,984,800 Business Intelligence 397,713 34,582 176 432,471 919,800 Communications 958,881 83,381 - 1,042,262 2,386,800
Convention Sales 3,861,549 335,787 - 4,197,336 7,487,400 Destination Services and Events 620,119 53,923 - 674,042 1,420,600 Marketing 3,127,670 271,972 - 3,399,642 7,505,900
Partnership 0 0 860,260 860,260 1,557,300
Tourism 1,228,332 106,811 - 1,335,143 3,243,300
Total Expenditures 12,047,701 1,045,208 1,118,509 14,211,418 28,505,900 Net Income/(Loss) from Operations (1,492,740) (156,014) (20,071) (1,668,825) - Board Designated Reserves:
Convention Commitments 227,516 19,784 - 247,300 -
$1M MMP Program (Hotel Incentives) 11,353 987 - 12,340 - Additional Marketing Spend 392 34 - 426 -
Tradeshow Booth 429,620 37,358 - 466,978 -
City Agreement Payment - Private Funds - 3,071,751 - 3,071,751 - Total Board Designated Reserves 668,880 58,164 3,071,751 3,798,795 - CHANGE IN NET ASSETS (2,161,620) (214,178) (3,091,822) (5,467,620) - 51 s
ber 31, 2025
ATID GGTID Private Total
YTD YTD YTD Net Assets
1/1/2025 20,080,287 1,751,622 4,398,401 26,230,309
und Balance (3,911,482) (440,692) (2,960,724) (7,312,898) 2/31/2025 16,168,805 1,310,930 1,437,677 18,917,411
FUND BALANCES AS OF DECEMBER 31, 2025
Fund Balances at 1/1/2025
2025 Change in Fund Balance
Fund Balance at 12/31/2025
Visit Anaheim
Statement of Activities by Fund
As of December 31, 2025
ATID GGTID Private Total
YTD YTD YTD YTD Annual Budget
12/31/2025 12/31/2025 12/31/2025 12/31/2025
Revenue
T.I.D. - ANAHEIM 21,866,963 0 21,866,963 24,700,000 -
T.I.D. - GARDEN GROVE 0 1,796,905 - 1,796,905 2,000,000 BUREAU PARTNERSHIP DUES 0 0 1,071,384 1,071,384 1,000,000 Other Revenue 536,032 45,287 1,337,873 1,919,192 805,900 Total Revenue 22,402,995 1,842,192 2,409,257 26,654,444 28,505,900 Expenditures
Administration 3,585,680 306,759 487,065 4,379,504 3,984,800 Business Intelligence 893,492 77,633 5,191 976,316 919,800 Communications 1,924,159 167,318 - 2,091,477 2,386,800
Convention Sales 7,228,997 628,581 (540) 7,857,038 7,487,400 Destination Services and Events 1,262,331 109,765 1,150 1,373,246 1,420,600 Marketing 6,358,796 552,759 14,402 6,925,957 7,505,900
Partnership 0 0 1,789,192 1,789,192 1,557,300
Tourism 2,262,643 196,731 1,772 2,461,146 3,243,300
Total Expenditures 23,516,098 2,039,546 2,298,232 27,853,876 28,505,900 Net Income/(Loss) from Operations (1,113,103) (197,354) 111,025 (1,199,432) - Board Designated Reserves:
Convention Commitments 417,567 36,311 - 453,877 -
$1M MMP Program (Hotel Incentives) 102,047 8,874 - 110,921 - Additional Marketing Spend 391 34 - 425 -
Tradeshow Booth 894,970 77,824 - 972,794 -
2025 Incremental Marketing Spend 1,383,402 120,296 - 1,503,698 - City Agreement Payment - Private Funds - 3,071,751 - 3,071,751 - Total Board Designated Reserves 2,798,378 243,338 3,071,751 6,113,466 - CHANGE IN NET ASSETS (3,911,482) (440,692) (2,960,726) (7,312,898) - 16 52
Allocations Dollar Amount Notes
Sustainability Reserve $5,672,591 Approximately 3 Months Operating Expense (Industry standard is 6 months)
Convention Commitments $6,451,738 As of 12/31/2025
Sales & Marketing Initiatives $2,793,082 As of 12/31/2025 Industry Events $4,000,000 (CDX, Connect Marketplace, Maritz Elevate, MPI WEC, IPW 2030)
Grand Total $18,917,411 As of 12/31/2025
Future Board Designated Reserve Allocations
53 54
APPENDIX
55 CHANNEL /
PROGRAM
PRIMARY METRICS
MEASURED
TYPICAL INDUSTRY
BENCHMARKS
VISIT ANAHEIM
FY 2024–25 RESULTS
SOURCES
Leisure Marketing
(Paid Media)
Impressions, Observed
Visits, Cost per Visit
(CPV), Visitor Spending
CPV: $2.00–$5.00 CPV: $1.65 | 110.6M
views, 618K visits,
$50M+ total spending
Epsilon, Viant
Leisure Out-of-Home
(OOH)
Impressions / Reach Evaluated on reach &
frequency; conversion
not primary KPI
14.8M impressions
across airport & transit
placements
SNA airport and ATN
reporting
Luxury Marketing Impressions, Video
Completion Rate, Visitor
Revenue
Upper-funnel focus;
improves as targeting
refines
63.5M impressions |
$27M total revenue
Viant, Virtuoso
Meetings &
Conventions (M+C)
Impressions, Qualified
Leads, Cost per Lead,
Content Engagement
CPL varies widely; quality
prioritized over volume
6.8M views | 1,829
qualified leads
LinkedIn, ACTIVE
Campaign
M+C White Papers /
Gated Content
Email Open Rate, CTR Open Rate: 30–40% |
LinkedIn CTR: 0.35–
0.65%
38% open rate LinkedIn, ACTIVE
Campaign
Website
(Owned Channel)
Users, Pageviews,
Traffic Mix
Engagement & planning
support prioritized over
conversion
1.5M users | 3.1M
pageviews
Google Analytics
Email Marketing Open Rate, CTR,
List Growth
Open Rate: 35–40% |
CTR: 1.0–2.0%
33.6% open rate
| 1.7% CTR
ACTIVE Campaign,
Destination BC
Digital Savings Pass Sign-ups, Program
Participation
No fixed benchmarks;
varies by market & offer
6,141 enrollments across
passes
Visit Anaheim
program data
Destination Guide
(Print & Digital)
Print Distribution,
Digital Requests
Measured by distribution
reach, not response rate
125,000 print | 1,479
digital requests
Visit Anaheim
historical data
MARKETING PROGRAM INDUSTRY BENCHMARKS
56 GLOSSARY
2SYNERGIZE – A consulting agency that specializes in the destination management organization industry and is focused on helping destinations gain a competitive edge in the conventions, meetings, and events markets.
AAA – Automobile Association of America
ADR – Average Daily Rate
AF – Association Forum – Association Forum is the hub for the large, yet close-knit Chicagoland association industry. We provide our members with resources, education and networking opportunities that enhance and elevate the association management profession, both on a personal and organizational level.
AIME – Asia Pacific Incentives and Meetings Event. This is Asia Pacific’s largest and longest running business events exhibition taking place annually in Melbourne, Australia.
AMEX INTER(action) – American Express Global Business Travel Meetings & Events annual conference.
AMA – Alberta Motor Association- Provencial division of CAA (Canadian Automobile Association) AMPS – Association of Meeting Professionals- Headquartered in Washington DC, this organization brings together meeting professionals in the DC, Maryland, Virginia area.
ANAHEIM SPECIALIST PROGRAM – Training and sales companion on what makes Anaheim the perfect destination for travelers.
ARRIVALS (VISITORS, ORIGINS) - The count of travelers arriving at a destination, categorized by where they came from.
ASAE – American Society of Association Executives- The American Society of Association Executives is the membership organization and voice of the association profession.
BANDWANGO – A digital pass platform used by DMOs to deliver and track experience-based tourism programs.
BLS – Bureau of Labor Statistics is a U.S. agency providing data on employment, wages, and labor trends, often used for tourism job metrics.
BOOKINGS – Confirmed reservations for travel, lodging, or activities within a destination.
BRAND USA – A destination marketing organization and public private partnership established in 2010 to raise awareness of the United States as a tourist destination.
BUSINESS TRAVEL – Travel undertaken primarily for work-related purposes such as meetings, conferences, or sales.
CAMPAIGN – A coordinated set of marketing activities aimed at promoting a destination, service, or product.
CAC – Certified Autism Center- A facility or organization in which at least 80% of their customer facing staff is highly trained, fully equipped and certified in the field of autism.
CalSAE – The California Society of Association Executives is a nonprofit 501(c)6 membership organization advancing and fostering the educational and professional needs of the association community in California and Oregon.
CDME – The Certified Destination Management Executive (CDME) is the tourism industry’s highest individual educational achievement.
The program prepares senior executives to thrive in a constantly changing environment. The program focuses on vision, leadership, productivity and implementing business strategies.
CEMA – Corporate Event Marketing Association- The mission of CEMA is to promote professional networking and knowledge sharing; provide thoughtful leadership and education; advocate the value of event marketing and integrate with other marketing disciplines; and drive industry standards.
CEIR – Center for Exhibition Industry Research- CEIR houses the world’s largest collection of primary, exhibition-related research studies.
CITYWIDE – Meeting, event, or convention, using multiple hotels and space at the Anaheim Convention Center.
CLICKS / CLICK THROUGH RATE – Number of times a link
has been selected on a website
CMO ALLIANCE – Chief Marketing Officer Alliance- A community and platform for Chief Marketing Officer’s (CMO’s) and marketing leaders.
CONFERENCE DIRECT – Global meeting solutions company
that helps organizations with various aspects of their meetings and events.
CONNECT MARKETPLACE – Event which entails networking,
professional development, idea sharing, and one-on-one business meetings.
CONVENING LEADERS – The annual flagship event for the Professional Convention Management Association (PCMA). The event contains multi-day education, networking, and exploring industry trends in the business events sector.
CONVERSION – The rate at which bookings convert from a prospective business opportunity to a contracted or “definite” business opportunity.
COSTAR – A commercial real estate data provider that now includes STR’s hotel performance data.
CO-OP – A cooperative marketing effort where Visit Anaheim and partners share costs and exposure to promote tourism.
CPC – Cost Per Click- Metric in digital advertising that measures the amount an advertiser pays for each click on their ad.
CPA – Cost Per Acquisition- A marketing metric that measures the total cost of acquiring a new customer or achieving a specific action through a marketing campaign.
CVB – Convention & Visitors Bureau- A non-profit organization that 57 promotes a specific location for business and leisure travel.
CVENT – A cloud based event management platform that provides event organizers with a suite of tools to manage the entire event lifecycle.
DIRECT SPEND – Spending by visitors directly within the destination on goods and services.
DEFINITE / BOOKING ROOM NIGHTS – A confirmed and
contracted booking and the number of guestrooms per night.
DESTINATION FORECAST – One of Visit Anaheim’s most anticipated events of the year. It aims to provide education and support to Visit Anaheim partners in Anaheim and Orange County by sharing historical data about domestic and international visitors, leisure and convention markets, and strategies for the future.
DMO – DESTINATION MARKETING ORGANIZATION: An agency
that promotes a specific location, such as a city, region, or country to attract visitors and boost tourism.
ECONOMIC IMPACT CALCULATOR – A tool used to estimate
the fiscal effect of a meeting, event, or convention.
FAM – Familiarization Tour- A travel experience designed for industry professionals, such as travel agents, tour operators, or media representatives, to gain firsthand knowledge and experience of a destination, product, or service.
FEED – A stream of content updates, often used for social media, blogs, or dynamic ad platforms.
FICP – Financial & Insurance Conference Professionals- A community of financial services and insurance industry meetings and events professionals.
HELMSBRISCOE – Global meeting solutions company that helps organizations with various aspects of their meetings and events.
HCD – HOSPITALITY CAREER DEVELOPMENT: Cultivating
a future workforce through the schools within Anaheim and Garden Grove to support and sustain our destinations travel industry.
GEOLOCATION – The identification of a physical location using GPS, Wi-Fi, or IP data to understand visitor origins.
GCT (Guest Check Total) – The total amount spent per check or transaction in hospitality, often used in dining data.
GOOGLE ANALYTICS 4 – Google Analytics 4 is a web analytics platform that tracks user engagement across websites and apps using event-based data.
GDP – The economic enhancement a company gives its products or services before offering them to customers.
IAEE – International Association of Exhibitions and Events- A global association for the exhibition industry.
IBCCES – The International Board of Credentialing and Continuing Education Standard
IMPRESSIONS – The number of times a digital ad or content is displayed to users, regardless of interaction.
IMEX – The leading global events and meetings industry trade show with two main events. IMEX American in Las Vegas, NV, and IMEX Frankfurt in Germany.
IPW – International Pow Wow (US TRAVEL ASSOCIATION). Largest International Travel Show held/hosted within the USA.
KPI – Key Performance Indicators
LABOR INCOME – Income (wages, salaries, profit or income, and benefits) is supported by visits or spending.
LEADS – A potential meeting, event, or convention opportunity for the hotels or destination.
LEISURE TRAVEL – Travel for personal enjoyment, vacation, or recreation without business obligations.
LOS – LENGTH OF STAY: The time a guest spends at a hotel or resort.
MARITZ – A sales and marketing services company that designs and operates employee recognition and reward programs, sales channel incentive programs, and customer loyalty programs. It also plans corporate & association trade shows, meetings and events, and offers a customer experience technology platform.
MEETINGS TODAY – Meetings Today serves North America-based planners of meetings, conventions, tradeshows, conferences and events by delivering the essential destination, logistics, career and strategic information they need to produce successful events throughout the world that engage attendees and benefit host organizations, as well as covering the people who are integral to the innovation and success of the meetings and conventions industry.
MICE – Meetings, Incentives, Conferences, and Exhibitions MMP – Meeting Momentum Program
MPI – Meeting Professionals International: the world’s largest association for meeting and event industry professionals.
M&C – Meetings & Conventions
MMGY – A travel marketing and research firm providing insights into traveler behavior and sentiment.
M&IW Summit – Flagship event held by Meetings & Incentives Worldwide (M & IW).
NTTO SOURCE – Data from the National Travel and Tourism Office, often used to track international travel trends and arrivals.
NON-CITYWIDE – Meeting, event, or convention not requiring the use of multiple hotels or the Anaheim Convention Center NORTHSTAR Incentive Live – Northstar Travel Group is a publications and event management company focused on the travel industry. Incentive Live is Northstar’s premier event focusing on the Incentive industry’s events. Incentive travel is a type of corporate travel that rewards employees or customers for achieving specific goals or milestones with a trip.
OCSC – Orange County Sports Commission: As a 501(c)(3) nonprofit, the OCSC will be made up for a collection of destinations to improve the vitality of the Orange County economy and to enrich the community by attracting, creating, managing and enhancing significant sporting and competitive events.
OCCUPANCY – The percentage of available lodging rooms that are sold over a given time period.
OPEN RATE – A metric that measures the percentage of recipients who open an email campaign.
58 ORGANIC SEARCH – Unpaid results on search engine results pages that are not influenced by paid advertising.
OTA – Online Travel Agency (Expedia etc.): A web-based platform where travelers can search, compare, and book various travel products and services directly from suppliers.
OVERNIGHT SHARE – The proportion of visitors who stay at least one night in the destination versus day visitors.
OXFORD ECONOMICS – An economic forecasting firm frequently used to measure tourism’s impact through data modeling.
PARTNER – Organizations, businesses, or stakeholders that collaborate with Visit Anaheim to promote tourism.
PASSES – Digital or physical tickets granting access to curated tourism experiences or attractions.
PIXEL – A tracking code placed on websites to collect user behavior data for analytics and ad targeting.
PCMA – Professional Convention Management Association: PCMA is a professional organization, representing management of business events, conferences and conventions.
PHARMA FORUM – a conference and industry event for meeting and event professionals in the life sciences industry, specifically focusing on the pharmaceutical, biotechnology, and healthcare sectors.
POST – A piece of content published on social media or digital platforms to engage audiences.
POI – Point of Interest, A notable location (e.g., attraction, restaurant, landmark) relevant to visitor engagement and mapping.
PRESTIGE MEETINGS – Provides site selection and event services to clients.
RECEPTIVE TOUR OPERATOR – a company that specializes in providing tour experiences for inbound individual tourists or groups, often acting as a liaison between international and domestic tour operators and local service providers arranging accommodations, transportation and activities.
RevPAR – Revenue Per Available Room
RFP – Request for proposal
ROI – Return on investment
SISO – Society of Independent Show Organizers: A global organization dedicated to supporting and advancing the for-profit events industry, particularly trade shows and exhibitions.
SITE – Society for Incentive Travel Excellence: A professional association of 3,100 members located in 90 countries, working in corporations, agencies, airlines, cruise companies, and across the entire destination supply chain.
SMART MEETINGS – Smart Meetings publishes cutting-edge
meetings content in print and digital magazines 12 times per year, hosts luxury networking events, produces CEU-accredited webinars, transformational podcasts and offers a myriad of digital resources to help you reach your personal and professional goals.
STR – Smith Travel Research, a data company that provides hotel performance metrics like occupancy, ADR, and RevPAR.
SUBMARKETS – Smaller geographic or demographic segments within a destination used for targeted tourism analysis.
SYMPHONY – A centralized digital platform used to manage and visualize tourism-related data and reports.
SYTA – Student Youth Travel Association: SYTA is the premier association of businesses dedicated to providing life-enhancing travel experiences to students and young people.
TEAMS – Travel, Events, and Management in Sports: the world’s leading conference and expo for the sports-event industry.
TE – Tourism Economics, a research firm that models and quantifies the economic impact of travel and tourism.
TENTATIVE BOOKINGS / ROOM NIGHTS – A meeting, event,
or convention that has not yet confirmed a destination for their program and the associated guestrooms per night.
TOTAL SPEND – The full economic value generated by visitors, including direct, indirect, and induced impacts.
TOUR OPERATOR – A business that packages together various travel components like accommodation, transportation and activities into a comprehensive travel package. They sell these packages directly to the consumer or through travel agents.
TRAVEL SENTIMENT – A measure of consumer attitudes and
confidence related to current or future travel.
TSA – Transportation Security Administration, a U.S. agency that screens air travelers, with checkpoint data often used as an indicator of travel volume.
VALET PROGRAM – Visit Anaheim Local Engagement Team: a
program established to increasingly focus on and promote Anaheim and Garden Grove hotels.
YOY – Year over Year: A comparison of data from one time period to the same period in the previous year.
59 ANAHEIM TOURISM IMPROVEMENT DISTRICT
TRANSPORTATION COMPONENT FUND
ANNUAL REPORT
FOR FISCAL YEAR 2024/2025
Approved by ATID Transportation Committee 1/27/2026
ATID Transportation Component Fund Annual Report FY 2024/2025 1
ANAHEIM TOURISM IMPROVEMENT DISTRICT
ATID TRANSPORTATION COMPONENT FUND ANNUAL REPORT
FOR FISCAL YEAR 2024/2025
The Anaheim Tourism Improvement District (ATID) was established 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% room “rent” ( as defined in AMC Section 2.12.005.140) or any applicable development agreement or the rent equivalent as set forth in any applicable time-share agreement pursuant to AMC 2.12.013) charged by the operator of such Assessed Facility within the ATID Boundary. The fee is passed on to the customer or paid for by the Assessed Facility. This fee commenced on November 1, 2010 and is collected and audited by the City of Anaheim.
Seventy-five percent (75%) of the remaining ATID Assessment Revenue is dedicated to marketing and promotion activities, improvements services, and programs. The ATID Enabling Ordinance requires the City to designate an Advisory Board and enter into a contract with a Contracting Entity to provide day-to-day management of any activities, services, and advertising authorized to be funded with assessments.
Twenty-five percent (25%) of the remaining ATID Assessment Revenue is dedicated to transportation activities, improvements services, and programs within the ATID Boundary. The Transportation Component funds are collected and administered by a separate ATID Transportation Committee.
Currently, the ATID Contribution list is made up of 94 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 and are also shown in Exhibit B).
Resolution 2010-151 and Ordinance No. 6174 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 FY 2024/2025 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 ASSESSMENT:
On September 14, 2010, the Anaheim City Council established the Anaheim Tourism Improvement District (ATID) to provide revenues to cover the cost of activities, improvements, services, and programs that will benefit the Assessed Facilities and the tourism and convention industry in the City of Anaheim.
The ATID establishes an assessment of 2% of the hotel room “rent” (as defined in AMC Section 2.12.005.140) or any applicable development agreement or the rent equivalent as set forth in any applicable time-share agreement pursuant to AMC 2.12.013) charged by the operator of such Assessed Facility located within the ATID Boundaries.
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 assessed properties within the ATID boundaries.
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 2024/2025 Transportation Component
Fund Annual Report
9 Active Projects
Total FY Revenues: $8.5million
Total FY Expenditures: $2.6 million
Total Outstanding Encumbrances: $9.5 million
FY Fund Balance: $23.5 million
ATID Transportation Component Fund Annual Report FY 2024/2025 3 FISCAL YEAR 2024/2025 REVIEW SUMMARY
Following is a summary for Fiscal Year 2024/2025. 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.
CHANGEABLE MESSAGE SIGN (CMS) UPDATES
On March 23, 2017, the ATID Transportation Committee 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 CMSes 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 all signs have been successfully integrated into the City’s Traffic Management Center (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 this project. A total of $1,507,063 was expended through the end of FY 2024/2025 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 is taken, this project will be removed from the 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 Harbor 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 Area) 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 2026.
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 plans 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.
ATID Transportation Component Fund Annual Report FY 2024/2025 4 Expenditures:
During FY 2017/2018, $2,500,000 of ATID Transportation funds were allocated for the project. A total of $1,755,005 has been expended through FY 2024/2025 and there is a current balance of $744,995 to support remaining efforts.
INTELLIGENT TRANSPORTATION SYSTEM (ITS) IMPROVEMENTS 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 and tested “demonstration” vehicle detection devices at the intersections of Harbor Boulevard/Katella Avenue and Harbor Boulevard/Convention Way. The devices did not perform per City requirements and are no longer deployed. The City continues evaluation of other vehicle detection systems with analytics.
Expenditures:
During FY 2017/2018, $160,000 of ATID Transportation funds were allocated for the project. A total of $134,978 has been expended through FY 2024/2025. The remaining allocation of $25,022 is anticipated to be utilized in FY 2025/2026.
THE ANAHEIM 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, the 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; • 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
ATID Transportation Component Fund Annual Report FY 2024/2025 5 • Installation of fiber optic cables and conduit to provide communication from the TMC to the CMSes.
Currently, coordination is underway with Disney to prioritize signage needs to support traffic-flow both in the near and long-term. As such, this project will be implemented in multiple phases, whereby 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 $43,487 has been expended through FY2024/2025. The remainder of the ATID allocation, $5,556,513 will be processed in subsequent fiscal years.
BALL ROAD/DISNEYLAND DRIVE INTERSECTION IMPROVEMENTS
In FY 2018/2019, the ATID Transportation Committee initially allocated funds to implement striping, signing, and traffic signal improvements at the Ball Road/Disneyland Drive intersection to reduce traffic delays and vehicle queuing. During FY 2024/2025 additional funds were added to the project to support design, construction, and installation efforts. Construction is now complete.
Final completed improvements eliminated split-phase operations and now allow northbound and southbound traffic to be served concurrently, significantly improving intersection efficiency. Work included restriping the northbound and southbound optional left-through lanes to operate as through lanes only, installing new signing on the northbound and southbound mast arms, and updating signal heads and signal phasing. In addition, new signal cabinet equipment, video detection, and closed-circuit television cameras were installed, approximately 1,500 feet of fiber optic cable was pulled, and traffic signal detection and communications systems were upgraded to support the new configuration.
These improvements have enhanced traffic flow, reduced delays, and improved overall intersection operations.
Expenditures:
During FY 2018/2019, $250,000 of ATID Transportation funds were allocated for the project. In FY 2024/2025 an additional $905,000 was allocated to the project to support additional expenses. A total of $457,225 has been expended through FY 2024/2025 and the remaining balance of $697,775 is anticipated to be closed out in FY 2025/2026.
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.
During FY 2024/2025 initial project concepts were developed and Phase I of the study’s public outreach program was completed.
ATID Transportation Component Fund Annual Report FY 2024/2025 6 Expenditures:
During FY 2023/2024, $1,900,000 in ATID Transportation Funds were allocated for this project. A total of $488,569 was expended through the end of FY 2024/2025. The project has a remaining balance of $1,411,431 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 this 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 future operations.
Expenditures:
During FY 2016/2017, $1,250,000 of ATID Transportation funds were allocated for the project. A total of $1,090,287 has been expended through FY 2024/2025. There is a remaining allocation balance of $159,713.
ANAHEIM TRANSPORTATION NETWORK (ATN) – FY 2024/2025 OPERATIONAL FUNDING SUPPORT In March 2025, the ATID Transportation Committee approved ATN’s funding request for FY 2024/2025 operational funding support in the amount of $1,550,000, contingent upon the execution of a letter of understanding between the ATN Board of Directors and the City of Anaheim and this being a one-time allocation. The letter of understanding was executed in March, 2025.
Expenditures:
During FY 2024/2025, ATN invoiced the City for $1,550,000. The City issued payment in FY 2024/2025 and project closeout will be reflected in the next Fiscal Year’s Annual Report.
TRANSIT FEASIBILITY ASSESSMENT
In March 2025, the ATID Transportation Committee allocated funding to support research and development of an initial feasibility assessment of transit services in Anaheim, becoming potentially city led.
ATID Transportation Component Fund Annual Report FY 2024/2025 7 Expenditures:
During FY 2024/2025, $45,000 of ATID Transportation funds were allocated for the project. A total of $19,500 has been expended through FY 2024/2025. There is a remaining balance of $25,500 which will be expended in the next fiscal year.
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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
Originally Assessed Properties
SECTION 020
A LIST OF THE KNOWN BUSINESSES TO BE ASSESSED (AS OF SEPTEMBER 2025) Alamo Inn & Suites 1140 W Katella Ave
Alpine Motel 715 W Katella Ave
America's Best Value Inn 425 W Katella Ave
Anaheim Camelot Inn & Suites 1520 S Harbor Blvd
Anaheim Carriage Inn 2125 S Harbor Blvd
Anaheim Del Sol Inn 1604 S Harbor Blvd
Anaheim Desert Inn and Suites 1600 S Harbor Blvd
Anaheim Desert Palms Hotel and Suites 631 W Katella Ave Anaheim Discovery Inn & Suites 1126 W Katella Ave
Anaheim Fairfield Inn by Marriott 1460 S Harbor Blvd
Anaheim Harbor R V Park, L P 1009 S Harbor Blvd
Anaheim Hotel 1700 S Harbor Blvd
Anaheim Inn 1630 S Harbor Blvd
Anaheim Maingate Inn 1211 S West St
Anaheim Majestic Garden Hotel 900 S Disneyland Dr
Anaheim Marriott 700 W Convention Way
Anaheim Portofino Inn & Suites 1831 S Harbor Blvd
Ayres Hotel 2550 E Katella Ave
Best Western Courtesy Inn 1070 W Ball Rd
Best Western Park Place Inn 1544 S Harbor Blvd
Best Western Pavilions 1176 W Katella Ave
Best Western Raffles Inn & Suites 2040 S Harbor Blvd
Best Western Stovalls Inn 1110 W Katella Ave
Budget Inn 1042 W Ball Rd
California Inn 909 S Harbor Blvd
Cambria Hotel & Suites Anaheim Resort 101 E Katella Ave Candlewood Suites Anaheim Resort Area 1733 S Anaheim Blvd Candy Cane Inn 1747 S Harbor Blvd
Capri Suites Anaheim 2141 S Harbor Blvd
Castle Inn & Suites 1734 S Harbor Blvd
Clarion Hotel Anaheim Resort #740 616 W Convention Way
Clementine Hotel & Suites Anaheim 1700 S Clementine St
Comfort Inn & Suites 300 E Katella Ave
Cortona Inn & Suites Anaheim Resort 2029 S Harbor Blvd
Courtyard Anaheim Resort/Convention 2045 S Harbor Blvd
Courtyard Marriott Anaheim Theme Park Entrance 1420 S Harbor Blvd Days Inn 1030 W Ball Rd
Days Inn & Suites Anaheim 1111 S Harbor Blvd
Disneyland Hotel 1150 W Magic Way
Disney’s Grand Californian Hotel 1600 S Disneyland Dr
EXHIBIT B
2 Total: 94
Dolphin's Cove Resort 465 W Orangewood Ave
Doubletree Suites Anaheim Convention 2085 S Harbor Blvd Eden Roc Inn & Suites 1830 S West St
Element Anaheim Resort Convention Center 1600 S Clementine St Extended Stay America #8738 1742 S Clementine St
Four Points by Sheraton Anaheim 1221 S Harbor Blvd
Frontier Motel 933 S Harbor Blvd
Grand Legacy at The Park 1650 S Harbor Blvd
Hampton Inn & Suites by Hilton Anaheim 100 W Katella Ave Hilton Anaheim 777 W Convention Way
Hilton Garden Inn & Suites Anaheim 1441 S Manchester Ave Holiday Inn & Suites Anaheim 1240 S Walnut St
Holiday Inn Express & Suites Anaheim 1411 S Manchester Ave Home2suites Anaheim Resort 1441 S Manchester Ave
Homewood Suites Anaheim Resort 2010 S Harbor Blvd
Hotel Indigo 435 W Katella Ave
Hotel Lulu 1850 S Harbor Blvd
Howard Johnson Plaza Hotel 1380 S Harbor Blvd
Hyatt House at Anaheim Resort Convention 1800 S Harbor Blvd Hyatt Place at Anaheim Resort 2035 S Harbor Blvd
Islander Inn & Suites 424 W Katella Ave
J W Marriott Anaheim Resort 1775 S Clementine St
Kings Inn Anaheim 415 W Katella Ave
La Quinta Inn & Suites Anaheim 1752 S Clementine St
Little Boy Blue Motel 416 W Katella Ave
Magnolia Tree Hotel 2176 S Harbor Blvd
Motel 6 2145 S Harbor Blvd
Motel 6 Disney LLC 100 W Disney Way
Park Vue Inn 1570 S Harbor Blvd
Peacock Suites Resort Hotel 1745 S Anaheim Blvd
Pixar Place Hotel 1717 S Disneyland Dr
Quality Inn & Suites Anaheim at The Park 1166 W Katella Ave Queens Inn 620 W Orangewood Ave
Ramada Anaheim Convention Center 2060 S Harbor Blvd
Residence Inn at Anaheim Resort/Convention Center 640 W Katella Ave Riviera Motel 410 W Katella Ave
Sheraton Park Hotel at the Anaheim 1855 S Harbor Blvd
Signature Anaheim Maingate 2200 S Harbor Blvd
Solara Inn and Suites 921 S Harbor Blvd
Sonesta Anaheim 1915 S Manchester Ave
Sonesta Es Suites Anaheim 1855 S Manchester Ave
Springhill Suites Anaheim Maingate 1160 W Ball Rd
Springhill Suites at Anaheim Resort/Convention Center 1801 S Harbor Blvd 3 Total: 94
Stanford Inn & Suites 2171 S Harbor Blvd
Staybridge Suites Anaheim at the Park 1050 W Ball Rd
Suncoast Park Hotel Anaheim 1640 S Clementine St
Super 8 Anaheim Disneyland Drive 915 S Disneyland Dr
The Viv Hotel Anaheim 1601 S Anaheim Blvd
The Westin Anaheim Resort 1030 W Katella Ave
Towneplace Suites by Marriott 1730 S State College Blvd Travelodge Anaheim 1057 W Ball Rd
Tropicana Inn 1540 S Harbor Blvd
Worldmark The Club (Hotel) 201 W Katella Ave
Wyndham Anaheim Hotel 515 W Katella Ave
EXHIBIT C