2024-2025 ANNUAL REPORT
TRAVEL
COSTA
MESA
// TRAVEL COSTA MESA //
TABLE OF
CONTENTS
4 P resident’s Message
6 F
unding Source
8 L
odging & TCM Hotel Partners
10 U
.S. Travel Association
12 Visit Calif
ornia
14 T
ourism Economics
16 M
arketing
20 Research
21 P
ublic Relations
24 S
ocial Media
28 G
roup Sales
31 T
ravel Costa Mesa Leadership
Tourism wields a remarkable influence, breathing life into a city’s economy and sparking transformative change. It brings job opportunities in different areas, like hospitality and retail, while helping local businesses thrive by boosting the demand for their products and services.
Tourism Economics was hired to evaluate our industry’s
progress this fiscal year. In 2023, tourism contributed a total economic impact of $1.1 billion to the city of Costa Mesa.
Visitors spent an impressive $883 million, marking a 10% increase over 2019. The results are remarkable as Travel Costa Mesa (TCM) continues to enhance brand awareness and reach among guests visiting the City of the Arts®.
Transient room night stays increased for both the weekday and weekend segments for calendar year 2024 for Costa Mesa.
Both the transient and group segments have exceeded the results from 2019. The overall revenue per available room saw a modest uptick compared to 2023.
Business travel within the United States grew more than 5% in 2024 compared to the year prior, according to Tourism
E
conomics. Corporate travel is gaining momentum as trade- shows, in-person meetings, and employee connections are expected to increase travel spending this year. Occupancy in the United States remained flat year over year, and average daily rate increased 1.7%.
Visitor spending reached a record high for California,
to
taling $156 billion. The state of California’s results for overall hotel occupancy for 2024 are relatedly flat year-over-year, with the average daily rate slightly decreasing year-over-year by 0.9%. Group room nights increased approximately 1%
compared to the prior year.
Navigating tools that monitor, analyze, and provide targeted insights for destination strategy, marketing, and sales have allowed TCM to measure results from marketing and sales efforts efficiently. A survey conducted this fiscal year for TCM aimed to understand current audience segments and
potential new ones, including travel motivations, behaviors, and preferences, to refine future market strategies.
Key campaigns throughout the year included “We’ve Got
Good Taste,” which highlights summer activities supported by a new video and photoshoot for display ads, connected TV and social outreach. The fall and winter “ ‘Cation” campaign targeted shopping, good vibes, and savory Eatcation® themes from September through December. Notable performance
measures of the campaigns include growth in overnight
sta
ys as well as a longer length of stay compared to the
pr
evious year.
Video content remains a top priority as social media videos continues to dominate. Ninety percent of consumers,
r
egardless of age, use social media more than television to follow trends and cultural moments. The continued supremacy of social media videos emphasizes the importance of making video content a central focus.
4 PRESIDENT’S MESSAGE
// 2024-2025 ANNUAL REPORT //
A combined spring and summer ad campaign will launch in the second half of this fiscal year and continue through the first quarter of the new fiscal year. “Endless Sensations to Immerse Yourself In” will capture the sights, smells, and tastes when visiting the City of the Arts®.
In June, TCM will participate again in IPW, the premier international marketplace for the U.S. Travel Association, which will be held in Chicago. Participants engage in focused, in-person meetings organized through a structured appointment system, fostering meaningful connections and promoting collaborative opportunities within the industry.
Targeted group experiences are crucial; impactful content and venue selection are key for hotels to set the desired vibe and grow interest in attendance. TCM will harness both
established and ne
w relationships with meeting professionals to highlight our city’s unique offerings and vibrant amenities, showcasing it in a way that stands out against
c
ompeting cities. By emphasizing our stunning venues, rich culture, and exceptional
hosp
itality, we aim to present our city as the premier destination for events and
ga
therings. Attendance at tradeshows and events will be a cornerstone of establishing these planner relationships.
As we look ahead, the strategic initiatives of TCM and the ongoing growth of tourism will play a crucial role in shaping the future of our city. By prioritizing effective marketing strategies and
enhancing
visitor experiences, we
aim to attract more visitors and
enhanc
e Costa Mesa’s reputation
as a top destination. With the
c
ontinued support of our local
businesses and c
ommunity
partner
s, we are dedicated to
highlighting the City of the Arts®
unique charm and fostering
sustainable g
rowth. Together, we
can further enhance the positive
impact of tourism, ensuring that
Costa Mesa remains a favored
choice for visitors.
Paulette Lombardi-Fries
PRESIDENT, TRAVEL COSTA MESA
IN 1995, TRAVEL COSTA MESA WAS THE
SECOND TOURISM ORGANIZATION
FORMED AS A NONPROFIT CORPORATION
TO MARKET THE CITY OF COSTA MESA AS A
DESIRABLE, LEISURE OVERNIGHT
DESTINATION IN ORANGE COUNTY.
MISSION
STATEMENT
Travel Costa Mesa enhances
and promotes the destination
brand experience, further
increasing visitor spending
for industry and community
economic viability,
sustainability, and
quality of life.
VISION
STATEMENT
TCM is the engaged
destination marketing leader,
supporting and selling the
city’s distinct visitor brand
experiences and advocating
community tourism benefits.
KEY
OBJECTIVE
Increase brand awareness for
the city of Costa Mesa as a
desirable, overnight, leisure
Orange County
destination.
SALES
OBJECTIVE
Increase brand awareness
and new group room nights
for the city of Costa Mesa
– to make it the preferred
Orange County destination
ideal for small to midsize
business that increases
the economic benefits
throughout the city.
// TRAVEL COSTA MESA // 5
FUNDING SOURCE
Business Improvement
Assessment (BIA)
Travel Costa Mesa is fully funded
through the Business Improvement
Assessment (BIA), which is collected
by the 11 Costa Mesa partner hotels
listed in this annual report. Each hotel
collects a 3% levy from overnight guests
(2,375 total available rooms). All of the
Transient Occupancy Tax (TOT) collected
by the City of Costa Mesa is directed to
its general fund.
Business owners within the BIA program
must submit their assessments to the
Costa Mesa City Finance Department
monthly. New hotels and motels
interested in participating in the BIA
should contact both the City of Costa
Mesa and TCM. This is a voluntary
pr
ogram for hotel partners.
Fiscal Year 2024-2025
Forecast
For the current fiscal year, TCM is
forecasting BIA revenue to reach $3.2M.
As of February 2025, BIA funds have
accumulated to $2.2M. TCM’s
c
onservative budgeting reflects the
leisure market trend stabilizing as well
as two hotel partners’ plans to renovate
have been postponed.
Allocation of Overages in BIA
Any overage in the BIA that TCM
receives is directed into TCM’s board-
approved reserve policy, which will
maintain at least six months of
oper
ating costs. This ensures that
surplus funds ar
e prudently managed
and can be utilized for future program-
ming, unforeseen expenses, or strategic
initia
tives that benefit the organization.
// 2024-2025 ANNUAL REPORT //6
BIA REVENUE
(PAST FOUR FISCAL YEARS)
100%
FUNDING FROM
BIA FUNDS
Out of reserves, $476K is being used for hotel marketing funds and $164K for city sponsorships.
PRIMARY EXPENSES
(FY 2024-25 PROJECTIONS)
// TRAVEL COSTA MESA // 7
LODGING + ADDRESS BUSINESS OWNER PROPERTY OWNER
Avenue of the Arts Hotel Costa Mesa,
A Tribute Portfolio Hotel
3350 Avenue of the Arts
Costa Mesa, CA 92626
Rosanna Inc.
3350 Avenue of the Arts
Costa Mesa, CA 92626
Rosanna Inc.
3350 Avenue of the Arts
Costa Mesa, CA 92626
Ayres Hotel Costa Mesa
325 B
ristol St.
Costa Mesa, CA 92626
N
ewport Country Inn & Suites, Inc.
355 Bristol St., Suite A
Costa Mesa, CA 92626
Newport Country Inn & Suites, Inc.
355 Bristol St., Suite A
Costa Mesa, CA 92626
Best Western Plus
Newport Mesa Inn
2642 Newport Blvd.
Costa Mesa, CA 92627
James Hsuen & Shang-Pu Lee
2642 Newport Blvd.
Costa Mesa, CA 92627
James Hsuen & Shang-Pu Lee
2642 Newport Blvd.
Costa Mesa, CA 92627
Crown Plaza
3131 Bristol St.
Costa Mesa, CA 92626
Bright Bristol Street, LLC
3131 Bristol St.
Costa Mesa, CA 92626
Bright Bristol Street, LLC
3131 Bristol St.
Costa Mesa, CA 92626
Hilton Orange County/Costa Mesa
3050 Bristol St.
Costa Mesa, CA 92626
Ashford TRS CM LLC
14185 Dallas Pkwy, Ste. 1100
Dallas, TX 75254
Remington Lodging & Hospitality LP
14185 Dallas Pkwy., Ste. 1100
Dallas, TX 75254
Hampton by Hilton
Costa Mesa Newport Beach
2070 Newport Blvd.
Costa Mesa, CA 92627
Narendra B. Patel
2070 Newport Blvd.
Costa Mesa, CA 92627
Narendra B. Patel
2070 Newport Blvd.
Costa Mesa, CA 92627
Costa Mesa Marriott
500 An
ton Blvd.
Costa Mesa, CA 92626
Starwood Capital Group
591 West Putnam Ave.
Greenwich, CT 06830
HEI H
otels & Resorts
101 Merritt 7 Corporate Park, 1st Fl.
Norwalk, CT 06851
OC Hotel Costa Mesa
2430 N
ewport Blvd.
Costa Mesa, CA 92627
SAI KSP INC.
11556 Manchester Way
Porter Ranch, CA 91326
S
anjay Panchal
11556 Manchester Way
Porter Ranch, CA 91326
Ramada by Wyndham
Costa Mesa/Newport Beach
1680 Superior Ave.
Costa Mesa, CA 92627
B.D. Inn Inc./Ramada Ltd.
1680 Superior Ave.
Costa Mesa, CA 92627
B.D. Inn Inc./Ramada Ltd.
1680 Superior Ave.
Costa Mesa, CA 92627
Residence Inn by Marriott
Costa Mesa Newport Beach
881 Baker St.
Costa Mesa, CA 92626
M
arriott International
10400 Fernwood Rd.
Bethesda, MD 20817
L
egacy Strata
11301 W. Olympic Blvd. #121-467
West Los Angeles, CA 90064
The Westin South Coast Plaza
686 Anton Blvd.
Costa Mesa, CA 92626
Host Hotels & Resorts
6903 Rockledge Dr., Ste. 1500
Bethesda, MD 20817
Secon Properties
3315 Fairview Rd.
Costa Mesa, CA 92626
LODGING & TCM HOTEL PARTNERS
// 2024-2025 ANNUAL REPORT //8
Orange County
New Hotels, Renovations &
Special Projects
In 2025, a new La Quinta Inns & Suites
is set to open in the Orange County
Northwest/Fullerton submarket, while
construction has already begun on the
144-room Wyndham Grand Bolsa Row
Hotel in Westminster.
Irvine's SpringHill Suites and Residence
Inn Costa Mesa Newport Beach are
both undergoing renovations in 2025,
and the
S onesta Simply Suites in Santa
Ana is also scheduled for an upgrade.
OCVIBE is a 100-acre, master-planned
mixed-use community/live
en
tertainment project in Anaheim and
construction is underway. It will be
a modern urban village built around
sports and entertainment.
Moving forward into upcoming years,
final planning and proposed new hotel
pipelines are more active. Several large
hotels in the final planning phases are in
the Disneyland submarket. These
include a 500-room Nickelodeon-
themed hotel and resort, a 400-room
Le Meridien, and a 371-room Kimpton
Garden Grove Anaheim. More hotel
development could occur as Disneyland
Forward plans continue.
Hotel Partner Results
Transient occupancy for TCM hotel partners increased by
1.7% in calendar year 2024 compared to 2023. Compared to the 2019 benchmark, transient occupancy grew 1.9%. Room revenue growth rose slightly to 0.3% in 2024 compared to 2023. Increase in average daily rate grew 1% year over year.
Key metrics reflect the following:
// TRAVEL COSTA MESA // 9
78.8%
TCM PARTNERS
AVERAGE DAILY RATE (ADR)
In 2024, Orange County hotels (71.6% occupancy, $208.21 ADR) outperformed hotels in California (67% occupancy, $188.52 ADR) and the U.S. (63% occupancy, $158.67 ADR) Source: Visit California & STR
TCM PARTNERS
OCCUPANCY
75.6%
76%
73%
42.3%
58.5%
$ 1 7 7. 4 7
$147
$123
$136
$173$166
The U.S. Travel Association is a
national non-profit organization
r
epresenting all travel industry sectors.
As the industry's unified voice, it
f
ocuses on the key issues that matter
most to its members. Opportunities and
challeng
es in the industry are identified,
along with strategies to establish travel
as essential for driving economic growth.
As a member of this organization, TCM
has access to reporting tools, educational
opportunities, networking events, and
other travel-related resources.
At the forefront, U.S. Travel’s long-term
goals remain the same: establishing
tr
avel as essential and responsible;
improving the travel experience;
pr oviding members with opportunities to
learn, connect, and shape business; and
being the best-in-class trade association.
For 2025, priorities include creating
a collaborative relationship with the
new administration and Congressional
leaders, empowering the industry to
communicate a compelling message,
and increasing engagement amongst
member
s.
Forecasts
In 2024, total number of trips reached
2019 levels. The total number of trips in
2025 is expected to increase by
2.6% compared to 2024 as indicated
by U.S. Travel Association’s winter
travel forecast. Business travel is
forecasted to increase 4% while leisure
is expected to increase 2%.
Corporate travel is gaining momentum
as tradeshows, in-person meetings, and
employee connections are expected to
increase travel spending this year.
However, business travel is expected to
take another year to recover to 2019
levels.
MISSION
Increase travel to and
within the United States,
and in doing so, fuel our
nation’s economy and
future growth
U.S. TRAVEL ASSOCIATION
// 2024-2025 ANNUAL REPORT //10
VOLUME
ACTUAL FORECASTS
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
T otal # of Trips 2.40 B 1.60 B 2.04 B 2.30 B 2.37 B 2.43 B 2.50 B 2.56 B 2.62 B 2.68 B Domestic Person-Trips 2.32 B 1.58 B 2.02 B 2.25 B 2.31 B 2.36 B 2.42 B 2.47 B 2.53 B 2.58 B Leisure 1.85 B 1.40 B 1.77 B 1.88 B 1.89 B 1.92 B 196 B 2.01 B 2.05 B 2.09 B Business 463.9 M 181.3 M 249.5 M 370.9 M 413.1 M 436.0 M 454.5 M 467.4 M 478.7 M 488.3 M Auto 2.13 B 1.50 B 1.88 B 2.08 B 2.12 B 2.16 B 2.21 B 2.26 B 2.31 B 2.36 B Air 188.9 M 78.6 M 140.4 M 174.6 M 190.7 M 200.2 M 205.8 M 210.6 M 215.1 M 219.2 M International Arrivals 79.4 M 19.2 M 22.1 M 50.8 M 66.5 M 72.4 M 78.8 M 85.8 M 91.2 M 95.0 M Canada 20.7 M 4.8 M 2.5 M 14.4 M 20.5 M 20.4 M 21.5 M 22.8 M 24.0M 24.8 M Mexico 18.3 M 6.8 M 10.4 M 12.4 M 14.5 M 17.1 M 18.6 M 20.3 M 21.2 M 21.7 M Overseas 40.4 M 7.6 M 9.2 M 24.0 M 31.5 M 35.0 M 38.6 M 42.8 M 46.0 M 48.5 M U.S. Travel Forecasts
VOLUME
(YOY % CHANGE)
FORECASTS
2020 2021 2022 2023 2024 2025 2026 2027 2028
T otal # of Trips 33.2% 27.6% 12.7% 3.1% 2.4% 2.6% 2.4% 2.2% 2.2% Domestic Person-Trips -31.8% 27.8% 11.4% 2.5% 2.2% 2.4% 2.3% 2.1% 2.1% Leisure -24.5% 26.5% 6.2% 0.7%% 1.5% 2.0% 2.2% 2.2% 2.1% Business -60.9% 37.6% 48.6% 11.4% 5.5% 4.2% 2.8% 2.4% 2.0% Auto -29.4% 25.1% 10.5% 1.9% 2.0% 2.4% 2.3% 2.3% 2.1%
AIr -58.4% 78.6% 24.3% 9.2% 5.0% 2.8% 2.3% 2.1% 1.9%
International Arrivals -75.8% 15.0% 129.7% 30.9% 8.9% 8.8% 8.9% 6.3% 4.1% Canada -76.8% -47.4% 468.7% % 42.6% -0.6% 5.6% 5.7% 5.5% 3.3% Mexico -62.9% 52.7% 19.6% 16.6% -17.7% 9.1% 8.8% 4.7% 2.4% Overseas -81.2% 20.8% 161.1% 31.4% 11.2% 10.5% 10.7% 7.5% 5.4%
*Spending dated is cited in “real” 2023 $, adjustments based on Travel Price Index. Sources: Tour- ism Economics and U.S. Travel Association.
In 2025, overall travel-related
spending is expected to
increase by nearly 4%
compared to 2024, with leisure
travel spending anticipated to
remain similar, also increasing
by approximately 4%.
// TRAVEL COSTA MESA // 11
SPENDING
YOY % CHANGE
ACTUAL FORECASTS
2020 2021 2022 2023 2024 2025 2026 2027 2028
T otal Travel Spending -38.4% 25.9% 11.8% 4.8% 2.1% 3.9% 3.5% 2.5% 1.9% Leisure -28.3% -26.1% 1.9% 3.3% 1.5% 3.9% 3.7% 2.6% 1.9% Business -67.0% 24.8% 75.8% 10.5% 4.0% 4.0% 2.8% 2.2% 1.8% Domestic -31.3% 27.4% 5.4% 1.8% 0.7% 2.6% 2.2% 2.0% 1.7% Leisure -18.6% 27.3% -5.0% 1.8% 0.7% 2.6% 2.2% 2.0% 1.7% Business -65.5% 27.9% 70.7% 7.7% 3.5% 3.7% 2.7% 2.2% 1.8% Transient -59.7% 30.1% 50.6% 5.6% 2.9% 3.5% 2.9% 2.1% 1.8% Group -73.5% -23.4% 115.1% 11.2% 4.3% 3.9% 2.8% 2.3% 1.9% International* -77.3% 0.6% 148.7% 31.8% 11.5% 12.5% 10.9% 5.5% 2.5% Leisure -71.1% 3.7% 143.4% 30.0% 12.3% 13.8% 12.4% 6.0% 2.7% Business -78.2% -12.4% 163.2% 40.4% 8.2% 6.7% 3.8% 2.9% 1.6% Transient -77.1% -8.6% 179.0% 27.8% 4.5% 6.3% 3.4% 2.8% 1.5% Group -79.8% -18.8% 132.9% 69.5% 14.6% 7.5% 4.3% 3.1% 1.7%
SPENDING
ACTUAL FORECASTS
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
T otal Travel Spending $1.402 T $0.864 T $1.087 T $1.087 T $1,274 T $1,301 T $1,351 T $1,399 T $1.434 T $1.461 T Leisure $1.037 T $0.743 T $0.937 T $0.937 T $0.982 T $.0987 T $1.036 T $1.074 T $1.102 T $1.123 T Business $365.7 B $120.6 B $150.5 B $264.5 B $292.1 B $303.7 B $315.9 B $324.7 B $332.0 B $337.9 B Domestic $1.187 T $0.815 T $1.038 T $1.094 T $1.114 T $1.122 T $1.151 T $1.176T $1.199 T $1.220 T Leisure $864.3 B $703.8 B $896.0 B $851.5 B $852.8 B $851.6 B $870.3 B $888.4 B $905.3 B $920.7 B Business $322.2 B $111.1 B $142.2 B $242.6 B $261.4 B $270.4 B $260.4 B $287.8 B $294.0 B $299.3 B Transient $187.1 B $75.4 B $98.0 B $147.7 B $155.9 B $160.4 B $166.1 B $170.3 B $173.9 B $177.0 B Group $135.1 B $35.8 B $44.1 B $94.9 B $105.5 B $110.0 B $114.3 B $117.5 B $120.2 B $122.3 B International* $215.9 B $48.9 B $49.2 B $121.4 B $160.1 B $178.5 B $200.8 B $222.7 B $234.9 B $240.8 B Leisure $172.4 B $39.4 B $40.9 B $99.5 B $129.4 B $145.3 B $165.3 B $185.9 B $197.0 B $202.3 B Business $43.5 B $9.5 B $8.3 B $21.9 B $30.7 B $33.3 B -$35.5 B $36.9 B $37.9 B $38.6 B Transient $26.1 B $6.0 B $5.5 B $15.3 B $19.5 B $20.4 B $21.7 B $22.4 B $23.1 B $23.4 B Group $17.3 B $3.5 B $2.8 B $6.6 B $11.2 B $12.8 B $13.8 B $14.4 B $14.8 B $15.1 B *Spending dated is cited in “real” 2023 $, adjustments based on Travel Price Index.
Sources: Tourism Economics and U.S. Travel Association.
VISIT CALIFORNIA
As the Golden State enters 2025, total
domestic visitor spending is forecasted
to grow by 3% compared to 2024. Total
visitor spending for 2024 is expeced
to grow more than 3% to $156B
compared to the prior year. Domestic
spending for 2024 is expected to be at
just under $130B, similar to 2023. As
the demand for leisure travel stabilizes
for the state, outbound travel is
pr
edicted to increase in 2024 and in
2025.
Overall visitation to California is
e
xpected to reach 2019 levels in 2026.
Visitation to the state is forecasted to
increase to just over 270M in 2024,
which is a 2% increase compared to the
prior year. International travel spending
is expected to recover in 2025 as well
as spending.
Key international markets for
Calif
ornia include Canada, Mexico,
India, and Australia. The Chinese are
projected to spend $2.5 billion in 2024,
r
eaching 94% of their spending levels
from 2019, making this market one of
the most significant overseas.
Source: Tourism Economics, Feb 2025
// 2024-2025 ANNUAL REPORT //12
TOTAL ANNUAL
TRAVEL SPENDING & VISITATION
California Airports
California airport throughput
(the number of passengers screened
under expedited and standard
scr
eenings) grew 3.5% to 112.8 million
in 2024 compared to 2023. Passenger
traffic from domestic fights was down
1%, with international visitation growing
9% year-over-year.
Airports include:
■ L
os Angeles (LAX)
■ B
urbank (BUR)
■ L
ong Beach (LGB)
■ O
akland (OAK)
■ O
ntario (ONT)
■ O
range County (SNA)
■ S
acramento (SMF)
■ S
an Diego (SAN)
■ S
an Francisco (SFO)
■ S
an Jose (SJC)
Airports with the largest percentage
o
f growth include Los Angeles,
S
an Francisco, San Diego, Sacramento
and Ontario.
John Wayne Airport, Orange County
(SNA) experienced a decrease in overall
total passengers in 2024 compared to
2023. Total passengers decreased 5.6%
to 11M in 2024 compared to 11.7M
the previous year.
2024
California Airport
Throughput
112.8 million
+3.5% YOY
// TRAVEL COSTA MESA // 13
TOURISM ECONOMICS
$883M
VISITOR SPENDING
Travel Costa Mesa commissioned Tourism Economics in Fiscal Year 2024-2025 to c
onduct a study on the impacts of tourism, specifically in Costa Mesa. This report presents the key findings for 2023 compared to the previous four years. The organization can highlight the travel sector's critical role by monitoring the industry’s success and the effects of visitor spending. $1.1B
TOTAL
ECONOMIC IMPACT
8,421
TOTAL JOBS
$50.2M
STATE AND LOCAL
TAXES
// 2024-2025 ANNUAL REPORT //14
A visitor is defined as those
wh
o stayed overnight or
tr
aveled 50+ miles to Costa Mesa.
In 2023, visitors spent $883 million, resulting in a total economic impact of tourism o
f $1.1 billion in Costa Mesa. More than 8,400 jobs and $50M in state and local taxes were generated.
Visitors to Costa Mesa totaled 7.6M in 2023, a 5.9% increase from 2022.
O
vernight visitation grew 3.7% and day visitation grew more than 6% in 2023.
Similar to California and the U.S., overall visitation to Costa Mesa hasn’t reached 2019 levels.
Overall visitor spending in 2023 was $883M, up more than 7% compared to the prior year, and surpassed 2019 revenue of $802M.
Food and beverage visitor spending in 2023 reached $307M, retail revenues reached $270M, and lodging revenues were at $180M. Recreation and
en
tertainment revenue amounted to $80M, while transportation revenue was $46M. All segments of spending have recovered post-pandemic.
// TRAVEL COSTA MESA // 15
COSTA MESA VISITOR SPENDING
2023 % change and % recovered relative to 2019
Lodging spending is calculated as an industry and includes short-term rentals and the value of second homes.
Source: Tourism Economics
Amounts in $ millions
Fiscal year 2024-25 was a remarkable one for
Travel Costa Mesa, marked by significant growth
in engagement, reach, awareness, and overall
exposure for the city. These efforts translated into
increased visitation, with travelers staying longer
and contributing to a thriving hospitality industry
and a stronger local economy. By strategically
aligning marketing efforts with traveler behaviors
and industry trends, TCM reinforced its position
as a premier destination in Southern California,
offering a dynamic mix of arts, culture, dining, and
entertainment.
A key focus of the year’s strategy was
leveraging the power of storytelling to highlight
Costa Mesa’s unique offerings. TCM showcased
the city’s vibrant culinary scene, world-class
shopping, and rich arts experiences through
engaging digital content, influencer collaborations,
and strategic PR outreach. Partnerships with
local businesses, tourism stakeholders, and our
state marketing organization helped amplify these
efforts, creating authentic narratives resonating
with first-time and repeat visitors. Additionally,
a renewed emphasis on community outreach
strengthened relationships with local businesses,
ensuring alignment in promoting Costa Mesa as a
welcoming and must-visit destination.
By integrating owned, earned, and paid media
strategies, TCM ensured consistency in messaging
while refining campaigns based on real-time
performance insights. This comprehensive
approach strengthened the city’s presence among
target audiences—such as active travelers, food
enthusiasts, and high-income Millennial and
Gen X visitors—and delivered measurable results
that supported local businesses, hotels, and
tourism partners.
travelcostamesa.com
As the digital landscape continues to evolve, search engine op
timization (SEO) and search engine marketing (SEM) remain essential in ensuring TCM reaches a highly qualified audience. By optimizing keywords and refining our paid search efforts, we enhance our website’s visibility, ensuring Costa Mesa stands out in relevant travel-related searches. Targeted display advertising further amplifies brand awareness, driving engaged visitors to the site.
Through SEO, SEM, and ongoing adaptation to AI-driven search innovations, TCM continues to attract engaged visitors to our website—connecting them with compelling travel inspiration, local businesses, and resources to plan their stay. This strategic approach ensures Costa Mesa remains a top destination in a rapidly changing digital environment.
911k
TOTAL
USERS
(+41% YOY)
1.1M
ENGAGED
SESSIONS
(+37% YOY)
109k
ORGANIC
SEARCH
(+13% YOY)
124k
PAID
SEARCH
(+5% YOY)
// 2024-2025 ANNUAL REPORT //16
Key Initiatives in FY 2024-25
Storytelling Content
Cultivate Partnerships
Focus on PR and Community Outreach
Increase Fly Market Visitation
This report contains data from Feb. 2024 to Feb. 2025
T op 10 Landing Page Rankings
1. P lan-your-visit
2. W
hats-next Home Page
3. H
ome Page
4. Ca
tiontime
5. O
c-fair-costa-mesa
6. W
e-ve-got-good-taste-drive
7. S
tay/costa-mesa-hotels
8. H
otels-specials
9. W
e-ve-got-good-taste-fly
10. Eatcation®
// TRAVEL COSTA MESA // 17
By City
L.A. 11%
N
ew York
2%
D
allas
2%
S
an Jose
2%
S
an Diego
1.9%
Website Traffic Drivers
44.1% D isplay Ads
13.17%
R
eferral
13.14%
P
aid Search
9.66%
O
rganic Search
6.7%
D
irect
5.6%
P
aid Social
3.5%
P
aid Other
(SEM, Native,
T
ripadvisor, etc.)
T op Website Visitors By State
California 34%
T
exas
7%
F
lorida
3%
Ariz
ona
3%
N
ew York
2.9%
MARKETING
We’ve Got Good Taste
TCM’s “We’ve Got Good Taste”
paid campaign was a dynamic, multi-
channel marketing initiative that
showcased the city’s vibrant culinary,
arts, and shopping scenes. Centered
around the idea that Costa Mesa is a
destination for those who appreciate
quality experiences, the campaign
leveraged compelling storytelling to
engage high-value travelers in drive
and key fly markets.
Additionally, a new Costa Mesa
destination video debuted, capturing
the city's essence through its
renowned dining, entertainment, and
shopping attractions. This video was
the foundation for a robust digital
strategy that included programmatic
advertising, Connected TV (CTV)
placements, targeted social media ads,
and influencer collaborations.
By integrating engaging content across
multiple platforms, “We’ve Got Good
Taste” reached travelers at various
stages of their journey—building
awareness, inspiring trip planning, and
ultimately driving visitation.
Social
■ 1.2M I
mpressions
■ 0.98% CTR (0.90% benchmark)
■ 982k R
each
Programmatic
■ 1.5M unique individuals r
eached
■ 102k
total visitors
Visitation
■ +1.3 da
y visitation over same
time pe
riod in 2023
■ +17.5%
visitation from
c
i ti e s 5 0 0 + m i l e s a w a y o v e r
the same time period in 2023
Visit California &
Tripadvisor Co-op Campaign
As part of its ongoing efforts to expand
awareness and drive economic impact,
TCM partnered with Visit California and
Tripadvisor on a strategic co-op
campaign aimed at reaching high-intent
travelers. Leveraging Tripadvisor’s
extensive audience data, the campaign
targeted qualified consumers both onsite
and across external digital platforms,
ensuring Costa Mesa remained top of
mind for travelers actively researching
and planning their trips.
The campaign successfully attracted
engaged visitors by combining targeted
ad placements with Tripadvisor’s robust
travel insights, driving measurable results
for the destination. The impact was
significan
t, generating an impressive
$1.59 million in economic impact from
users exposed to the campaign’s
adv
ertisements. This collaboration
strengthened Costa Mesa’s presence
among key traveler segments.
■ 2.9M+ onsite
TA impressions with
0.08% CTR
■ 5.1M+ impr
ession and 411k+ clicks
from offsite ROVE ads with an
impr
essive 7.99% CTR
■ $1.59M in ec
onomic impact
// 2024-2025 ANNUAL REPORT //18
Onsite
■ 1.6M I
mpressions
■ 2,386 Clicks
■ 0.15% CTR
(0.10% benchmark)
O
ffsite – Connect
■ 1.3M I
mpressions
■ 44K+ Clicks
■ 1.80% CTR
O
ffsite – ROVE
■ 2.1M I
mpressions
■ 87K
Clicks
■ 4.13% CTR
E
mail
■ 2.3M sends
■ 40.20% O
pen Rate
■ 0.92% CTR
‘Cation Time
TCM’s “ ‘Cation Time” campaign invited
travelers to take a well-deserved get-
away in Costa Mesa. Designed to inspire
extended stays and increase visitation,
the campaign leveraged a multi-platform
approach to reach key fly and drive
markets, positioning Costa Mesa as
the ideal destination for a relaxing and
experience-filled Southern California
vacation.
“ ‘Cation Time” delivered a cohesive and
compelling message across multiple
digital touchpoints, reaching travelers
actively searching for their next trip.
Digital Out of Home (DOOH)
placements boldy captured travelers’
attention on key roadside billboards and
in major airports within Phoenix and
Dallas. These high-impact visuals were
reinforced with strategic programmatic
advertising on leading Online Travel
Agencies (OTAs) Priceline and Expedia,
and targeted social media promotions.
To further enhance engagement, the
campaign incorporated influencer and
content creator partnerships, generating
authentic storytelling that resonated
with key target audiences.
■ 24.6M I
mpressions
■ 0.13% P
ost Impression Rate
(0.10% benchmark)
■ 3,417 B
ooked Room Nights
Digital Out of Home
■ D
rove a 70% Visitation Lift
■ R
esulted in nearly 2k actual visits to
Costa Mesa
Visitation
■ +2.8% o
vernight visitors YOY
■ H
alf day increase to length of stay
■ +5.4%
visitation from cities 500+ miles
away
// TRAVEL COSTA MESA // 19
Tripadvisor
Branded Hub
To further position Costa Mesa as a premier travel
destina
tion, TCM launched a dedicated Tripadvisor
Branded Hub campaign, designed to inspire travelers with curated trip itineraries and targeted outreach. This
campaign featured a custom Tripadvisor landing page
showcasing three distinct Costa Mesa itineraries, offering tailored recommendations for visitors seeking culinary
adventures, arts and culture, and shopping getaways.
Visitor Insights and
Location Tracking Data
Understanding traveler behavior is
essen
tial to measuring the impact of
Travel Costa Mesa’s marketing efforts.
Through advanced location data
tr
acking, TCM monitors visitor trends,
providing valuable insights into where
travelers are coming from, how long they
stay, and how visitation patterns evolve.
This past year, the data revealed
impressive YOY growth, highlighting
the effectiveness of targeted marketing
strategies:
■ +3.9% in o
vernight visitors
■ 2.9 da
y length of stay (+0.8%)
■ +8.1%
visitors from 500+ mile
These results reinforced the success
of expanded fly-market outreach and
demonstrated a positive shift toward
more extended visits that drive more
significant economic impact for the city.
Understanding Our Audience
To better understand visitor motivations
and preferences, TCM partnered with
LOVE Communications to conduct a
comprehensive audience study. The
research included quantitative and
qualitative insights, helping shape future
marketing strategies.
Key findings revealed that Costa Mesa’s
strongest visitor interests included beach
close access, a walkable city, culinary
experiences, and the county fair, all
r
anking above neutral on the interest
scale. Additionally, the city attracts
mainstr
eam and off-the-beaten-path
travelers, with 42% of respondents
equally open to well-known and
hidden-g
em destinations.
Seasonal travel trends showed spring
and summer as peak interest times, with
July being the most popular self-reported
month for a trip. The study also found
that escaping everyday stress, creating
memories, and spending time with loved
ones were the primary motivations for
choosing Costa Mesa.
Social proof plays a significant role in
awareness, as friends and family (50%)
and social media (36%) were the top
ways people discovered Costa Mesa.
Comparatively, San Diego, Laguna
Beach, and Newport Beach were rated
as top travel destinations, positioning
Costa Mesa as a desirable alternative
with unique offerings.
Focus groups further reinforced that
Costa Mesa is seen as a centrally
located, affordable, and culturally rich
destination, though transportation and
walkability improvements could enhance
its appeal. While OC visitors primarily
vie
w the city as a shopping and dining
hub, ther
e is potential to attract
e
xtended-stay travelers by emphasizing
resort-like experiences and curated events.
Audience Segments
1. T he Luxury Traveler
■ H
igh-income individuals willing to pay
for premium experiences
■ P
refer upscale lodging and luxury
travel options
2. T
he Cultural Experiences Traveler
■ E
njoys trying new things and
immer
sing in different cultures
■ S
pends more time planning trips to
maximize cultural experiences
3. T
he Urban Budget Traveler
■ P
refers urban destinations and well-
known travel spots
■ B
udget-conscious, seeking
a
ffordable travel options
4. T
he Routinized Traveler
■ M
ost frequent repeat travelers
■ F
avor structured plans but spend less
time on trip planning
■ P
refer familiar experiences over
e
xploring new ones
*All audiences shared an interest in specific
activities, with going to the beach and shop-
ping being the most popular.
RESEARCH
// 2024-2025 ANNUAL REPORT //20
// TRAVEL COSTA MESA // 21
PUBLIC RELATIONS
Earned Press Coverage
Travel Costa Mesa generated 195
articles with 54 unique stories. These
stories covered food, attractions, hotel
news, and seasonal events around
Costa Mesa, with headlines like,
“Calif
ornia’s best-kept cultural secrets”
from The Sacramento Bee and
“M
ust-sees in the Golden State” from
Canadian CTV News. Media and
journalists
wrote about Costa Mesa
very favorably, with 95% of the
c
overage having a positive sentiment.
Media coverage included television
segments on both domestic and
in
ternational stations. Coverage
extended into Canada via broadcast
television, radio, and digital media.
Print media was included in the
coverage, with stories like “Orange
County Businesses Mobilize Relief
Efforts for Wildfire Victims” from
O
range County Business Journal
appearing bo
th digitally and in print.
Stories such as “Southern California
Road Trip” from This is TASTE were told
via audio podcast.
Familiarization (FAM) Trips
TCM hosted six FAMs with writers,
freelancers, and other media to see and
experience the city firsthand. Barry Choi,
Canadian finance and travel expert,
spoke about his stay in Costa Mesa in
news segments in Calgary, Vancouver,
and Windsor/Ontario in Canada. Rachel
Belkin, a Texas-based writer and consultant,
wrote several articles about her stay in
Costa Mesa, resulting in coverage titled
“15 Affordable Vacations to Treat Yourself
After Treating Everyone Else” appearing
on MSN.com and ProbetheGlobe.com.
Influencer Event
Each year, Emily Kaufman, also known as The Travel Mom, curates an unforgettable weekend of fun, connection, and travel inspiration for journalists and sponsors at Beach Bash Weekend in Fort Lauderdale, Florida. The event features a packed itinerary filled with exciting
activities, themed e
vents, and engaging brand experiences.
TCM proudly sponsored a special morning activation during the
w
eekend. The curated coffee experience featured a custom coffee cart that served lattes and cold brews from Costa Mesa’s beloved MoonGoat. This unique touch provided attendees with a refreshing and energizing start to the day while showcasing the vibrant, local flavors of Costa Mesa to influential journalists and travel personalities. 213
articles
55 unique articles
571,330,000
media impressions (est.)
In Partnership with Visit California
In addition to attending the Fall Media Reception, Visit California in
vited TCM to present at their headquarters in Sacramento, California.
TCM brought a taste of Costa Mesa with them, sampling chips and salsa from Northgate Mercado, chocolate from El Moro, and cold brew from MoonGoat Coffee.
Visit California promoted Costa Mesa through their earned media
channels thr
oughout the year, publishing nine articles that mention Costa Mesa, totaling almost 5,000,000 impressions. Costa Mesa also received a full page of coverage in Visit California’s annual California Visitor Guide, printed and distributed to more than 70,000 in-state residents.
Taking the Story to the Media
Travel Costa Mesa attended the annual
I
nternational Media Marketplace (IMM) in New
York. Through one-on-one appointments with
17 media representitives, TCM pitched stories
directly to the writers and editors who create
the news, such as AFAR, Conde Nast
T
raveler,
E
ssence, US News & World Report,
AAA
Magazines, and Times Media Group. TCM
also attended Visit California’s Fall Media
R
eception at the new Intuit Dome in Inglewood,
where it met and pitched Costa Mesa to media
r
epresentatives from companies such as
L
os Angeles Times, SFGate, Orange County
R
egister, C Magazine, and KTLA.
// 2024-2025 ANNUAL REPORT //22
Digital Refresh
TCM refreshed several media and communications-focused website pages to create a more accessible browsing experience, remove outdated information, update search engine optimization, and share a more premium look and feel. On Press Room, Eatcation®, and Awards & Recognition pages, TCM removed defunct links, added photos, and designed a mobile-friendly user experience. New press coverage, awards, and accolades were inputted, better celebrating Costa Mesa’s impressive dining, hospitality, and hotels.
PUBLIC RELATIONS
Destination Training
TCM led two destination workshops for employees at The Westin South Coast Plaza and The Hilton Orange County/Costa Mesa, aiming to empower the front desk, sales team, events personnel, and bell desk to become even better
ambassador
s for the city. TCM led an interactive presentation designed to
incr
ease staff expertise in shopping, dining, and attractions so that staff can carry that knowledge to their guests. Attendees at The Westin went on a backstage tour of Segerstrom Center for the Arts, while Hilton employees met with a
r
epresentative from Orange County Museum of Art.
// TRAVEL COSTA MESA // 23
Trending T opics
TCM attended specialized conferences throughout
the year to stay informed on the latest public relations trends, like the Public Relations Society of America’s Icon and the Destinations International (DI) Marketing and
C
ommunications Summit. Persistent messaging from
indu
stry leaders covered insights on the emergence of
AI-driven content and the benefits of AI and its incendiary potential to introduce false narratives.
Repeatedly, the importance of authenticity and candid,
personal experience was highlighted, and TCM kept this in mind with all media outreach, leading to stronger
r
elationships with local and national reporters. TCM was ahead of the curve with strong collaboration between PR and social media, recognizing that stories are often told social and digital first, then in traditional media second.
Ongoing Communication
TCM sent an email newsletter each month to potential
visitor
s. These monthly newsletters highlight seasonal
dining, limited-time e
vents, and arts attractions. From May 1,
2024, to February 21, 2025, TCM sent out 10 newsletters.
July and May had the highest click rate at 6%. January and October had the highest open rate at 28.5%.
TCM also reinstated their partner newsletter, a quarterly publication to local businesses, board members, city council, and community stakeholders. As of February 25, 2025, one newsletter has been sent, with a 62% open rate.
The travel and tourism industry benchmark for newsletter open rate is 20.2%, as calculated by Campaign Monitor by Marigold. As the metrics above demonstrate, TCM consistently outperforms the industry benchmark with email marketing.
Along with creating original content for the newsletters, TCM audited, updated, and simplified the sign-up flow for both the monthly and partner newsletters with high-performing visuals and UX copy.
I mpressions are calculated via Similarweb UVM
// 2024-2025 ANNUAL REPORT //24
Follower Counts
(2023 vs. 2024)
19,334
Instagram
(+34.5%)
7,970
Facebook
(+8.6%)
1,776
TikT ok
(+67.2%)
2,301
LinkedIn
(+21%)
Engagement Stats
(2023 vs. 2024)
3,313,873
Instagram
(+22,946%)
68,120
Facebook
(+827%)
459,466
TikT ok
(+43,164%)
4,670
LinkedIn
(+175.8%)
3,844,760
Across all platforms
(+5,079%)
SOCIAL MEDIA
Growing Social Media Presence
Social media has evolved into a powerful search engine tool with users turning to platforms like Instagram, TikTok, and Facebook to discover destinations, experiences, and recommendations. To boost Costa Mesa’s searchability, TCM applied SEO best practices by strategically using keywords in hashtags, voiceovers, captions, and text overlays across social media content. This approach made it easier for audiences to find and engage with the content, resulting in more than 3 million views across all channels. Searchable itineraries and roundups were also created to guide users through the best spots and experiences in the city. In doing so, TCM highlighted more than 200 restaurants, shops, entertainment venues, and hotels, bringing greater awareness to the city as a must-visit destination. 39,748
Impressions
(+38.7% YOY)
5,247
Engagements
(+46.5% YOY)
3,504
Link Clicks
(+47.8% YOY)
13.2%
Engagement Rate
(5.7% YOY)
LinkedIn Growth & Highlights
// TRAVEL COSTA MESA // 25
SOCIAL MEDIA
STATS
MAY 2024 -
FEB 2025
Spend $29,481.42
Impressions 7,476,001
Reach 1,277,997
Link Clicks 77,853
CTR (link) 1.04%
CPC (link) $0.38
CPM $3.94
Engagements 412,353
Engagements (non-video) 80,917
Conversions 11
CTR (all) 1.33%
CPC (all) $0.30
Insights on Paid Social
TCM used a mix of stylized and native ads to boost engagement and connect with diverse audiences. The stylized ads featured high-quality imagery and creative elements to reinforce the brand's identity, while the native ads blended into users' feeds for a more casual, authentic feel. This balanced approach allowed TCM to capture the interest of visual users and those who respond better to authentic organic content, ensuring broader appeal and a cohesive presence across platforms.
Total numbers are for anything TCM ran from May 2024 to February 2025. Although the budget was nearly 100% lower this year, and one would expect the other metrics to be lower by a similar amount, the campaigns performed better due to improved cost efficiency.
Influencer Campaign Collabs
T otal Views: 86,055
T
otal Engagements:
3,129
T
otal Reach:
55,994
In-House Campaigns
TCM partnered with content creators from diverse industries, interests, and cultural backgrounds to showcase Costa Mesa as an inclusive destination. In doing so, the organization created authentic, relatable content and increased its visibility to new audiences.
Best of 2024
TCM launched the "Best of Costa Mesa” campaign, spotlighting the top food, shopping, and experiences across the city’s seven diverse neighborhoods. From hidden culinary gems to must-visit luxury boutiques and one-of-a-kind experiences, the campaign inspired visitors to explore a dynamic destination.
Total Views:
70,687
T
otal Engagements: 4,413
T
otal Reach:
52,518
G
iveaway Entries:
350
Business Highlighted:
21+
B
log Clicks:
3,830
// 2024-2025 ANNUAL REPORT //26
SOCIAL MEDIA
TOP 5 NATIVE ADS LANDING
PAGE VIEWS
Summer 2024 Social Post (“Road Trip”) 2024-06-20 6,186
Summer 2024 Social Post (“OC Fair”) 2024-07-26 2,732
Fly ‘Cation Unmod Carousel 2 1,929
Fly ‘Cation Unmod Social 2024-11-13 1,525
Summer 2024 Social Post (“Escape Heat”) 2024-07-31 795
TOP 5 STYLIZED ADS LANDING
PAGE VIEWS
Summer 2024 Carousel 1 3,001
Drive ‘Cation Carousel 1 2,518
Fly Cation Carousel 2 1,919
Summer 2024 Carousel 2 1,527
Summer 2024 Drive Carousel 2 1,383
TOP 5 PERFORMING REELS VIEWS ACCOUNTS
REACHED ENGAGEMENTS
$5 Taste of Fair 1M 607.3k 88.2k
Countdown to OC Fair 633.6k 431.2k 77.4k
The Westin Pickleball Courts 242.8k 155.6k 18.8k
Matty’s Patty’s 181.9k 156.9k 15.2k
LA to CM Road Trip Itinerary 142.3k 214.2k 7.9k
Hispanic Heritage Month
During Hispanic Heritage Month, TCM celebrated the city’s rich cultural experiences by interviewing Hispanic creators who shape its community. The campaign showcased Costa
Mesa as a destination where art, food, and traditions thrive, inviting visitors to be a part of the stories, flavors, and
cr
eativity that make the city a cultural hub.
T otal Views:
24,504
T
otal Engagements:
1,191
T
otal Reach:
15,967
B
log Clicks:
6,750
Content Marketing
T otal Number of Page Visits: 928,177
T op 5 Best Performing Blog - Number of Sessions
1. The Ultimate Summer Destination for SoCal Travelers - 122,343
2. E
ating Well in the New Year in Costa Mesa - 8,853
3. B
est Places to Dance in Costa Mesa - 8,845
4. O
ur Best Tips and Tricks for The OC Fair - 8,623
5. R
oad Trip Ready Cruise from Los Angles to Costa Mesa - 7,580 Visit California x CrowdRiff Travel Stories
Travel Stories is a partnership between Visit California and CrowdRiff that highlights California’s destinations through
cr
eator-driven digital web stories. This content, featuring images, videos, and text, can appear on Google Search and is often featured on Visit California’s website.
Number of Stories: 28
Best Performing T opics:
1. Free Things to Do in CM
2. Snake Yoga
3. Beaches Near CM
// TRAVEL COSTA MESA // 27
Meetings and event spending are
expected to increase in 2025, with
a sharp focus on personalized
e
xperiences and sustainability,
while AI will play a significant role
in driving industry growth.
A
ccording to AMEX GBT, 74% of
meeting professionals are
op
timistic about the industry's
health, and 66% anticipate a
budg
et increase this year.
Meetings are expected to increase
in number with a more extensive
attendee base. Notably, planners
intend to allocate these increased
budgets to enhance onsite experiences,
making events more memorable and
engaging for attendees. Face-to-face
interaction remains essential in the
meetings and events sector, with
industry leaders reaffirming the value of
in-person connections over hybrid
f
ormats. While hybrid events carry cost
concerns, most professionals agree that
technology can’t replace the benefits
of meeting in person for relationship
building and collaboration.
Despite labor costs due to efficiency
measures like self-check-in kiosks,
limited housekeeping, and mobile apps,
the sharp increase in average daily rate
(ADR) from last year has started to level
out. Planners are hopeful that these
rates have reached their peak and will
stabilize moving forward. Forbes Media
reports that meeting planners indicate
that onsite and are experience is a top
priority and that budget increases would
be allocated to this.
The city of Costa Mesa offers planners
a walkable location for their attendees,
rich with arts and culture, an abundance
of restaurants and is centrally located in
the county. These are staples that TCM
will continue to promote. Sustainability
has evolved beyond a mere trend—it’s
now a fundamental priority for meeting
planners. According to Meetings and
Events, planners focus on minimizing
waste, sourcing food and beverages
locally, and creating positive experiences
to the local economy and community.
Moving Forward
TCM initially utilized a temporary agency
sales manager to handle Cvent (sourcing
system) and independent leads
f
ollowing the Destination Sales
Ex
ecutive’s (DSE) departure in April
2024. This arrangement remained in
place until the new DSE was hired in
late October 2024. Since their
arriv
al, industry tradeshows have been
a
ttended, with the DSE participating
in three events from December to
F
ebruary 2025. These tradeshows have
primarily targeted small- to mid-sized
group businesses, typically ranging from
10 to 300 room nights at peak.
The DSE is scheduled to attend eight
additional shows for the remainder of
the fiscal year. These shows will
pr
ovide opportunities to connect with
new meeting planners, promote Costa
Mesa as a prime meeting destination,
and secure requests for proposals
(RFPs).
Cvent reports TCM received
7.4% less RFPs in 2024 than
2023 but an increase of 30%
more room nights awarded
when TCM was copied on the
lead. TCM also increased its
response rate in 2024 to 5.1%
by responding to the event
planner within 12 hours of
r
eceiving the RFP.
The DSE plays a critical part in driving
revenue and contributing to the city’s
overall economic impact. Business
travelers tend to spend more than the
average leisure visitor, often due to
expense budgets, influencing their
choice of accommodations and the
amount they are willing to pay.
Meetings bring immediate business
to the city and attract future visitors,
potentially generating ongoing tourism.
This enhances the city’s exposure and
improves its image as a desirable
destination for business and leisure.
The “arrive early, stay late” trend
c
ontributes to and directly benefits
Costa Mesa’s local economy.
GROUP SALES
// 2024-2025 ANNUAL REPORT //28
Memberships
■ Calif ornia DMO Alliance
■ Calif
ornia Society of Association
Executives (CalSAE)
■ C
vent
■ H
elmsBriscoe
■ H
ospitality Performance Network
(HPN)
Orange County
Sports Commission (OCSC)
TCM’s partnership with OCSC continues
as the search for sports groups
continues. Its goal is to enhance OC
communities' economic, social, and
cultur
al vitality through sports. Members
include OC Fair & Event Center,
Anaheim D
ucks, Mission Viejo, OCVIBE,
Visit Huntington Beach, ATN, John
Wayne Airport, Orange County, and
Visit Anaheim.
In 2024, OCSC reported 10 leads were
sent to TCM and nine bookings.
Venue availability and restrictions remain
challenging in securing fields and venues
within the city.
IPW 2024
Each year, U.S. Travel Association’s IPW tradeshow visits various cities across the U.S. to promote global relationships and strengthen connections. This premier inbound travel tradeshow connects travel buyers and media with America’s top travel exhibitors face-to-face. TCM participated in IPW 2024 in Los Angeles, where the team conducted professional story pitches through meetings with journalists and met with leisure and incentive buyers. This approach allowed TCM to effectively communicate its narratives and foster valuable relationships within the industry. TCM plans on taking part in IPW 2025 in Chicago.
Visit California Meetings
CaliforniaMeetings.com, a dedicated
meetings-focused website integrated
with Visit California’s platform,
r
eported that 2024 group room
occupancy for California increased
0.3% and the average daily rate
increased 0.9% compared to 2023.
Orange County group room occupancy
increased 5.3% and 1.5% in average
daily rate for 2024 compared to 2023.
TCM maintains a prominent listing on
the site, providing meeting
planners with valuable information
about what Costa Mesa offers as a
meeting destination. Additionally, the
listing includes direct contact details
for the DSE, facilitating seamless
communication and further support for
meeting planning.
// TRAVEL COSTA MESA // 29
Association
(State/Regional/National)
Associations heavily depend on
annual meeting dues for financial
stability. Without these events,
associations may face significant
challenges and need to explore
alternative revenue sources to stay
afloat. While these organizations tend
to be larger and more budget-
conscious, they still present valuable
business opportunities, especially
mid-week or weekends.
In the FY 2024-2025, TCM will
maintain its membership with CalSAE
and continue its involvement in their
flagship event, Seasonal Spectacular.
This provides opportunities to connect
with association meeting planners and
intermediaries who specialize in
organizing such events. TCM also plans
to schedule an appointment visit in
Sacramento to strengthen relationships
with this key segment and build valuable
business connections.
Corporate
This sector presents a wealth of
opportunities for meetings, ranging from
internal team sessions and training to
client engagements and local
business events. To fully capitalize on
this growing demand, it is crucial to
maintain a strong presence with
national, state, and regional
corporations. TCM also plans to
participate in prominent shows like
Smart Meetings and HelmsBriscoe.
Fortune 500 firms have led the
charge of travel budget increases and
many businesses have emphasized
in-person conferences as an efficient
way to build connections that were once
made in-office. With overall occupancy
rates steadily recovering, the resurgence
of in-person events is expected to fuel
continued demand through 2025.
TCM will actively seek and pursue new
business opportunities by attending
conferences, conducting sales calls, and
participating in tradeshows to expand
our network of meeting-producing
companies. Additionally, TCM will invite
key planners from this market to
participa
te in a Familiarization (FAM) site
tours, ensuring Costa Mesa remains top
of mind when they are sourcing venues
and destinations for future events.
Sports
The sports market offers significant
potential for hotel room blocks across
one or more of the city’s hotels, driven
by national and regional tournaments for
all age groups. TCM will continue
prioritizing partnerships with the Orange
County Sports Commission (OCSC),
local colleges and universities, sports
complex venues, and the City of Costa
Mesa to drive sales and further
capitalize on this market opportunity.
SMERFE
(Social, Military, Educational,
Religious, Fraternal and Ethnic) /
Specialty
Given their budget constraints, these
markets are price-sensitive but offer
great potential for filling hotel room
blocks during peak times, such as
weekends. Their event and meeting
dates tend to be more flexible compared
to other markets. The Orange County
Fair & Event Center hosts events year-
round, making it a key partner for TCM,
and this collaboration will continue to be
a strategic focus.
GROUP SALES
In the second half of the fiscal year, TCM will continue to pursue mid-sized meetings in the markets that have produced well in the area. These markets will continue to be the focus:
// 2024-2025 ANNUAL REPORT //30
// TRAVEL COSTA MESA // 31
TRAVEL COSTA MESA LEADERSHIP
EXECUTIVE COMMITTEE
Steve Yannarell
C
HAIRPERSON, GENERAL MANAGER,
T
he Westin South Coast Plaza
Susan O’Brien Moore
V
ICE PRESIDENT, GENERAL MANAGER,
A
yres Hotel Costa Mesa
Sue Cooke
T
REASURER, GENERAL MANAGER,
R
esidence Inn by Marriott
Lori Ann Farrell Harrison
S
ECRETARY , CITY MANAGER,
C
ity of Costa Mesa
DIRECTORS
Kevin Schjei GE NERAL MANAGER,
A
venue of the Arts Hotel, A Tribute Portfolio Hotel
Naj Ekhlas
GE
NERAL MANAGER,
B
est Western Plus
Annie Hsu
GE
NERAL MANAGER,
C
rowne Plaza
Jeannie Blue
GE
NERAL MANAGER, VP OF OPERATIONS,
H
ampton By Hilton Costa Mesa Newport Beach
(
formerly Holiday Inn Express)
Benito Benitez
GE
NERAL MANAGER, Hilton
Nimisha Solanki
GE
NERAL MANAGER, OC Hotel Costa Mesa
Hugo Barba
GE
NERAL MANAGER, Marriott
OPEN
GE
NERAL MANAGER, Ramada
John Stephens
MA
YOR, City of Costa Mesa
ADVISORS
Brian Chuan S ENIOR DIRECTOR OF INTERNATIONAL &
D
OMESTIC MARKETS, South Coast Plaza
David Haithcock
P
RESIDENT & CEO,
C
osta Mesa Chamber of Commerce
Michele Richards
C
EO, OC Fair & Event Center
STAFF
Paulette Lombardi-Fries P RESIDENT
Anne-Marie Schiefer
V
ICE PRESIDENT OF MARKETING
Chris Nuccio
C
MP, DESTINATION SALES EXECUTIVE
Jessica Placentia
OP
ERATIONS MANAGER
Jasmine Garcia
SO
CIAL MEDIA AND CONTENT MANAGER
Macie Rae Brady
MA
NAGER OF PUBLIC RELATIONS
TRAVELCOSTAMESA.COM