2023 Board of DirectorsOfficers CHAIRLYNN CLARK, DISNEYLAND RESORT CHAIR-ELECTFRED BROWN, DESERT PALMS HOTEL SECRETARYJAY BURRESS, VISIT ANAHEIM TREASURER BHARAT PATEL, ANAHEIM CASTLE INN & SUITES DirectorsGREG BLODGETT, CITY OF GARDEN GROVEBRANDON GARR, GRAND LEGACY HOTELIAN GEE, SHERATON PARK HOTEL KEITH FURNAS, GREAT WOLF LODGE CLARK JONES, WALT DISNEY PARKS AND RESORTS U.S. JOHN KALINSKI, MARRIOTT INTERNATIONALGREG NOMURA, HYATT REGENCY ORANGE COUNTYYVONNE LIU, DELTA HOTELS BY MARRIOTT ANAHEIM TOM MORTON, ANAHEIM CONVENTION CENTER WILLIAM O'CONNELL JR., O'CONNELL HOTELS & HOSPITALITY KIM PAINTER, ANAHEIM MAJESTIC GARDEN HOTELAJESH PATEL, PROSPERA HOTELS, INC.SERGIO BOCCI, HILTON ANAHEIMPAUL SANFORD, WINCOME HOSPITALITY KEVIN SCHJEI, ANAHEIM MARRIOTT MEGHAN SHIGO, COMMUNITY JIM VANDERPOOL, CITY OF ANAHEIMNICHOLAS PRICE, THE WESTIN ANAHEIM RESORTRHANDA RICHARDSON, JW MARRIOTT ANAHEIM RESORT 2024 Board of DirectorsOfficers CHAIRFRED BROWN, DESERT PALMS HOTEL CHAIR-ELECTTBDSECRETARYTBDTREASURER BHARAT PATEL, ANAHEIM CASTLE INN & SUITES DirectorsGREG BLODGETT, CITY OF GARDEN GROVELYNN CLARK, DISNEYLAND RESORTBRANDON GARR, GRAND LEGACY HOTELJUSTIN HART, SHERATON PARK HOTELJORDAN AUSTIN-HARRIS, GREAT WOLF LODGECLARK JONES, WALT DISNEY PARKS AND RESORTS U.S.JOHN KALINSKI, MARRIOTT INTERNATIONALGREG NOMURA, HYATT REGENCY ORANGE COUNTYYVONNE LIU, DELTA HOTELS BY MARRIOTT ANAHEIMTOM MORTON, ANAHEIM CONVENTION CENTER WILLIAM O'CONNELL JR., O'CONNELL HOTELS & HOSPITALITYKIM PAINTER, ANAHEIM MAJESTIC GARDEN HOTELAJESH PATEL, PROSPERA HOTELS, INC.SERGIO BOCCI, HILTON ANAHEIMPAUL SANFORD, WINCOME HOSPITALITYJIM VANDERPOOL, CITY OF ANAHEIMNICHOLAS PRICE, THE WESTIN ANAHEIM RESORTRHANDA RICHARDSON, JW MARRIOTT ANAHEIM RESORTTBD, COMMUNITY Our destination has experienced a continual and strong post-pandemic rebound throughout fiscal 2022/2023. Occupancy continues to climb back to pre-pandemic levels and Average Daily Rate (ADR) has already surpassed our 2019 figures.Leisure travel recovered faster as we emerged from the Covid-19 pandemic and remains strong.Our business travel recovery is still rebounding.US Travel Association reported that travel related spending has remained largely resilient and continues a positive trajectory, despite elevated inflation for services. As lodging rates remain elevated, guest expectations have also increased. Travelers are becoming more discerning and they are seeking value, personalization and a positive experience.According to the Global Business Travel Association (GBTA) their latest forecast indicates an accelerated return of business travel to pre-pandemic spending levels sooner than anticipated as well as growth ahead in the coming years. Business travel spending is a key indicator, but how travel volumes will continue to rebound is yet to be seen. Factors that will impact the future growth of business travel include the increasing use of virtual meeting platforms along with remote work capabilities. Business travelers are also more frequentlyblending business and personal travelthan they did in 2019, with 42% adding additional leisure days to their business trips.
International travel spending has also increased and especially in 2023, however, current numbers remain lower than our 2019 activity.With strong domestic travel to our destination, Visit Anaheim is expanding our focus on our top three international markets including Canada, Mexico and Australia. These efforts will enable us to re-engage and regain our market share.We’ve formed a Luxury Advisory Council to focus on our new luxury products and to define our position and marketing strategy among affluent travelers to Anaheim and Orange County. The research completed supported a unanimous decision on concept that will set the foundation for our luxury strategy moving forward, “Luxury for the Imagination.”This campaign will highlight our diverse product offerings, targeting a new market segment and generating incremental business to the overall destination.In addition, the development of our new marketing campaign was necessary as we evaluate the ongoing needs of our two key business segments, the leisure traveler and the meetings & convention planner. Through our new “HERE WE GO” campaign, we will recapture the anticipation of traveling to Anaheim and Orange County, by highlighting hidden gems – the “only in Anaheim” opportunities that encourage our guests to extend their length of stay, proving that Anaheim is the center of it all. The official launch of our “HERE WE GO” campaign began late August 2023 and will be integrated throughout the next several years, incorporating opportunities to attract every traveling audience.
Introduction
Citywide Bookings – Convention SalesEvents using the ACC with Requested Peak RoomGreater or Equal to 1,000:•Events:42•Room Nights:545,173•Room Attendees:665,040•Average ADR:$237.88•EIC:$1,217,828,520.20•TOT:$20,507,319.38Non-Citywide Convention Center BookingsEvents using the ACC with Requested Peak RoomsLess than 1,000:•Events:32•Room Nights:23,435•Room Attendees:216,158•Average ADR:$206.66•EIC:$154,844,770.58•TOT:$783,852.78Citywide Site Visits: 27 Key Client Touchpoints•San Francisco Sales Mission •“Signature Client Event”: Concert•Presentation to Salesforce, Docusign, Informatech•Mid-Atlantic Sales Mission (DC/VA)•“Signature Client Event” Baseball Game in DC•Breakfast and Lunch Client Events •Midwest Sales Mission (Chicago/Milwaukee)•“Signature Client Event” Ducks Vs. Blackhawks Game•2 Client Lunches, Chicago/Milwaukee•Presentation at the American Orthopaedic Surgeons including eight various Orthopaedic Associations•Client Event “Anaheim Taste and Tour” in conjunction with the Disney Food and Wine Festival•Mid-Atlantic Sales Mission (DC/VA)•“Signature Client Event” Baseball Game in DC•Four additional client events in DC/MD/VA•Visit California Road Show: Denver and SeattleIndustry Events Attended•CEMA Summit – Keynote Sponsor with Presentation•Maritz NEXT Conference•Co-hosted Synchronicities Reception for Maritz Buyers•IMEX America•Hosted Client Event•AF Annual Holiday Showcase Tradeshow – Chicago•Co-hosted Annual Synchronicities Client Dinner•PCMA Convening Leaders•Co-hosted Annual Synchronicities Client Event•Co-hosted Gateway Cities Client Brunch•Destination Showcase – Washington DC•Client Event in Anaheim in conjunction with the Disney Food and Wine Festival•PCMA Educon•Co-hosted Synchronicities Client Event Highlights for Convention SalesYear July 1, 2022-June 30, 2022 Visit Anaheim expanded our customer reach within the convention and meetings markets through participation in industry events and targeted efforts in key markets with the support of TID Funds. In addition, TID funds assisted us in closing short-term and future business as the convention team was able to offer additional funds to attract groups and be more competitive in the market and within our comp set.Visit Anaheim with our local partners hosted customer events and strategic events with industry conventions and in-market sales missions targeting our key accounts and potential customers.In August a new Director, Convention Sales position was added in the Mid-Atlantic market to increase our market share of the association business in DC/Maryland/ Virginia while developing the growing corporate sector in Virginia. In December 2022, we replaced two positions, Convention Sales, Director, Northwest Region and Convention Sales Director, Southern Region. Although there were changes to the team, we confirmed 16 city-wide events and 10 mini-wide events with a total economic impact of $622,573,885 between January 1, 2023-June 30, 2023. Convention Sales is also on track to exceed our 2023 calendar year end goals.
Convention Sales
CITYWIDE Number of Events Cancelled: 2 Total Attendees: 18,000 Number of Room Nights: 24,666 EIC: $11,732,311 TOT: $729,250 NON-CITYWIDE Number of Events Cancelled: 2 Total Attendees: 38,000 Number of Room Nights: 25,805 EIC: $10,831,112 TOT: $886,402 (July 1, 2022-June 30, 2023)
Source: Simpleview
Group CancellationsConvention Sales
CITYWIDE Number of Events: 38 Total Attendees: 580,440 Number of Room Nights: 528,363 EIC: $1,154,571,426 TOT: $19,114,588 NON-CITYWIDE Number of Events: 13 Total Attendees: 77,600 Number of Room Nights: 11,548 EIC: $114,856,610 TOT: $383,405 (July 1, 2022-June 30, 2023)Consumed ACC BusinessConvention Sales Source: Simpleview
Industry EventsTo increase visibility and educate our customers and potential clients on the exciting things happening in Anaheim, The Convention Sales Team continued to participate, exhibit and sponsor industry events. Below are a few of the major events the team participated in from July 2022 – June 2023:
Convention Sales
2022•Destination Showcase DC•PCMA Visionary Awards•Maritz NEXT Conference•PCMA Partners Conference•CEIR Predict Conference•IMEX America•IAEE Expo! Expo!•American Express Showcase•Association Forum Holiday Showcase 2023•PCMA Convening Leaders•Destinations International Sales & Service Summit•Visit California Northwest Road Show•CEMA Summit•AMPS Golf Tournament Sponsor•IAEE Women’s Leadership Forum•PCMA EDUCON•PCMA Philadelphia Trade Show Customer Events/Sales Missions2022•Mid Atlantic Sales Mission – DC/MD/VA•Synchronicities Holiday Dinner in Chicago 2023•Gateway Cities Brunch at Convening Leaders•Synchronicities Client Reception at Convening Leaders•Midwest Sales Mission in Chicago and Milwaukee•Participated in VA Tourism Angels Spring Training Event•MPI Georgia Southeast Spring Summit•Synchronicities Client Dinner in Atlanta•Southern California “Taste and Tour” Client Event in Anaheim•Mid-Atlantic Sales Mission – DC/MD/VA•Sponsor of Major American Trade Show Organizers reception in Anaheim The sales team coordinated customer events and in-market sales missions to solidify relationships with our clients and inform them of all the new developments happening in the destination. Below are some of the events that occurred July 2022 – June 2023.
Convention Sales
Hosted Marquis Events in Anaheim•Southern California “Taste and Tour” Client Event in Anaheim•Sponsor of MATSO (Major American Trade Show Organizers) reception in Anaheim•Hosted NAMM Reception during the NAMM Convention in April, 2023 2024 Convention Sales Focus
The Citywide Team will continue to focus on booking “A-Rated” business which has a mix of guest rooms to drive TOT for the City of Anaheim as well as being profitable for the Anaheim Convention Center in both Rental, Food & Beverage and ancillary spend. Association business will be our base with an emphasis on tradeshow and corporate segments.The team will add a Convention Sales and Business Development Manager (CSBDM) in Q1 who will increase the “mini-wide” segment (those groups under 1,000 rooms peak at published CC rates within 12-18 months of arrival). This will give the Convention Sales Directors more time to target and close citywide events with a higher EIC to the City of Anaheim. The CSBDM will also focus on uncovering new business opportunities for the Citywide Team primarily from the trade show market then expanding into corporate and eventually association.Visit Anaheim will continue to allocate TID funds to offset Convention Center rental and present comprehensive proposals that will compete with our comp set of cities. In addition, closing incentives will be offered when necessary. We will also work in conjunction with VA Destination Services and the ACC team to produce a comprehensive post-convention report for our clients. This will add value to our proposals and assist in closing business.
Industry Events:•PCMA Convening Leaders•We Love New York Day (NYSAE) and Northeast CVB Event•Conference Direct Event (2 events in 2024)•Maritz Activate and Elevate Events•Destination Celebration•PCMA/Destination Showcase/IAEE Women’s Forum in DC•FICP Education Forum and Annual Conference•PCMA Educon•ASAE Annual Meeting (Sponsorship Only, no booth unless with Visit California)•M & IW Summit Chicago•CEMA Summit•Trade Show Executives Gold 100•ASAE Summit Awards Dinner•PCMA Partner Summit•IMEX Americas•National Coalition of Black Meeting Planners•Holiday Showcase Chicago•IAEE Expo! Expo!•Attend all local “in-market” events for PCMA, ASAE, AMPS, CEMA, MPI 2024 Convention Sales Focus
Client Events:•Pre-PCMA CL Customer Site Visit (Familiarization Trip, targeting approximately 15-20 clients)•Gateway Cities Brunch/Client Event at Convening Leaders, IMEX and ASAE•Synchronicities Reception at Convening Leaders•Visit California Road Shows (two per year)•Chicago Sales Mission (March) Ducks Vs. Blackhawks Customer Event and two-three additional customer events•Sales Missions in: DC/VA/MD, Northwest (SFR), Dallas), SFR, East Coast•Small in-market client events in partnership with Synchronicities or Hilton/Marriott NSO’s•IMEX Client Event•Participation in “Destination Reps” events in all markets•Holiday Showcase Synchronicities Dinner 2024 Convention GoalsAPPROVED GOALS
Meeting SalesFrom July through December 2022, The Meeting Sales Team focus was to be present and visible in market with meeting planners in order to maintain top of mind presence which would convert into generating leads and new business for our partner hotels. Post pandemic, self contained meetings were minimal and slow returning, due to the use of technology as well as hybrid work.We also created and promoted a “Meetings Sweepstakes” to generate leads for our TID partner hotels that would in turn contribute towards Economic Impact.The Sweepstakes terms were as follows:Submit an RFP for a minimum of 50 rooms on peak (where no Convention Center space is needed) by December 31, 2022, and you will be entered for a chance to win 80,000 Hilton Honors or 120,000 Marriott Bonvoy Points of your choice. 80,000 Hilton Honors Points are valued at $800.00, and 120,000 Marriott Bonvoy Points are valued at $1,000.00.For third quarter June – September 2022, the sweepstakes generated 219 leads and for fourth quarter, October – December 2022, the sweepstakes generated 189 leads.
Through TID funding, the Meeting Sales Team was able to participate in the following tradeshows and conferences:•Meetings Today Live – Denver CO•Smart Meetings 1 Day Regional – Northern CA•Connect Marketplace – Detroit, MI•Luxury Meetings – Silicon Valley•Luxury Meetings – Seattle, WA•Smart Meetings – Washington DC•Luxury Meetings – Dallas, TX•IMEX America – Las Vegas, NV•Luxury Meetings – San Diego, CA•Luxury Meetings – Orange County, CA•Luxury Meetings – Los Angeles, CA•Connect West – San Francisco, CA•Connect DC Marketplace – Washington DC•Smart Meetings 3 Day – Ventura, CA•SITE Holiday Event – San Diego•CalSAE Seasonal Spectacular – Sacramento, CAIn-person sales calls were facilitated in:•San Diego, CA•Sacramento, CA•Minneapolis, MN•Orange County, CA•Phoenix, AZ Hosted Client Events included:•Angels Game, joint program with Visit Huntington Beach•Destination Celebration – Minneapolis, MN•Visit CA Texas RoadshowMeeting Sales Team and Convention Sales Team collaboration also included:•DC Area Leadership Sales Missions•Association Forum Holiday Showcase – Chicago, IL•Synchronicities Holiday Dinner – Chicago, IL•DC CVB Reps Holiday Event – Washington, DC For Third Quarter, the Meeting Sales Team was able to generate a total of 264 leads, 252 of those leads were new business. The team had a 18.08% conversion rate and booked$7,211,709.00 in Economic Impact.For Fourth Quarter,the Meeting Sales Team was able to generate a total of 238 leads, 221 of those leads were new business. The team had a 17.97% conversion rate and booked$30,061,467.00 in Economic Impact.
July – December 2022 Results
Meeting Sales
Corporate Express – Tucson, AZIndependent Planner Educational Conference (IPEC) – Memphis, TNLuxury Meetings – Dallas, TXLuxury Meetings –Houston, TXSITE Global Conference – New York City, NYMeetings Industry Council (MIC) Colorado – Denver, COSmart Meetings 1 Day Regional – Arlington, TXConnect Marketplace – Las Vegas, NVHelmsBriscoe ABC – Denver, COMPI So Cal Chapter WeCon- Palm Springs, CAMPI Nor Cal NACE – Oakland, CAIn-person sales calls were facilitated in:•Scottsdale/Phoenix, AZ•Sacramento, CA•Denver, CO•Kansas City, MO•Minneapolis, MN•Kansas City, KS•San Diego, CA January – June 2023Hosted Client Events included:•Denver, CO•Destination Celebration – Kansas City, MO•Destination Celebration DMO Client Event – Minneapolis, MN•Visit California Northwest Roadshow – Denver, CO & Seattle, WA•California DMO Alliance Client Event – Los Angeles, CA•Prestige Meetings – Denver, CO & Seattle, WAMeeting Sales Team and Convention Sales Team collaboration also included:•Ducks Vs. Blackhawks Client Event /Mission•Angels Spring Training – Tempe, AZ•Destination Showcase – Washington, DC•PCMA Visionary Awards - Washington, DC•New Jersey MPI MEETS – Atlantic City, NJ•DC/Mid-Atlantic "Anaheim Customer Updates" Week – DC, Maryland, VA•SoCal Sales Mission – Anaheim The Meeting Sales Teams efforts from January - June 2023, through TID funding, the Meeting Sales Team was able to participate in the following tradeshows and conferences:
Meeting Sales
For First Quarter, the Meeting Sales Team was able to generate a total of 318 leads, 306 of those leads were new business. The team had a 18.47% conversion rate and booked $9,744,755in Economic Impact.For Second Quarter,the Meeting Sales Team was able to generate a total of 329 leads, 320 of those leads were new business. The team had a 18.59% conversion rate and booked$32,870,263in Economic Impact.To date, the Meeting Sales Team exceeded mid-year goals and the team is ahead of pace in leads and new bookings as well as on target to achieve both Conversion and Economic Impact Goals for the end of 2023, despite being short a sales manager in the Midwest.
January – June 2023 Results
Meeting Sales
(July 1, 2022-June 30, 2023)
The above groups were confirmed for this year but have since cancelled or postponed.
Number of Events Cancelled:1Total Attendees:4,000Number of Room Nights:3,060 Source: Simpleview
Group CancellationsEIC:$4,160,856TOT:$1,758,493
Meeting Sales
(July 1, 2022-June 30, 2023)
The above groups were opportunities that were lost or put on hold until further notice.*There are no EIC totals for ”Lost.” EIC is only calculated after a group turns definite and lost opportunities never have a definite status.Source: Simpleview Opportunities LostNumber of Opportunities Lost:794Total Attendees:391,833Number of Room Nights:774,506 Meeting Sales
(July 1, 2022-June 30, 2023)
Source: Simpleview
New Group BookingsNumber of New Bookings:142Total Attendees:50,442Number of Room Nights:73,379 EIC:$79,888,193.99TOT:$2,581,216
Meeting Sales
Meetings & Conventions CampaignJUL–DEC 2022 | UNCOMMON CHARACTERTimelineMay 23, 2022 – December 31, 2022MeasurementRFP Submissions and Sessions + CPSProgrammaticSojern: Display, Native, and VideoPaid SearchGoogleTradeSmart Meetings, Meetings Today ObjectiveDrive traffic to the RFP microsite. To educate planners to gain leads and provide economic impact to the destination.Target AudienceMeeting & Convention PlannersGeographyNationalBudget & Timing135K Net
Key Findings•Trade partner’s top digital product, lead generation, provided more qualified audience to VA website•Focus on Programmatic advertising drove more traffic to VA website•Paid Search helped capture audiences at every stage, during research and consideration, as well as sales ready leads.•Smart Meetings strongest open rate in edrip campaign•Meetings Today delivered 1,700 opt in email for VA sales team•Paid search was a very valuable tactic for driving new leads in California and out of state markets researching convention center spaces and CA conference facilities, leading to 140 clicks to Cvent and 84 sign-ups from leads requesting more information.
JUL-DEC 2022 | Uncommon Character | M&C Campaign
Overall Results•39,203 sessions•6,469,201 total impressions•$3.24 cost per session•Sojern Results•4,430 total events booked•819 total hotel night stays•4,896 total travelers•$786 average spend per traveler•Smart Meetings•Open rate avg; August 20.64%; November 21.81%•Top performing banner unit: 728 x 90 (4.8% CTR)•Drove most traffic to website: 11,006 sessions •Meetings Today•Engaged audience of over 114,000 unique meeting planners across all channels, Meetings•Today is the #1 choice for travel suppliers•Delivered over 1700 Opt In email addresses to to Visit Anaheim Meetings & Conventions•Paid Search•Paid search did an excellent job of driving RFPs and interest list subscribers, bringing in 85% of all landing page clicks to Cvent during the campaign duration.•The Avg. CPC across paid search campaigns was 40% lower than the industry average of $2.69, while the CTR was 81% higher than the industry benchmark of 4.68%.
JUL-DEC 2022 | Uncommon Character | M&C Campaign
JAN-JUN 2023 | M&C CAMPAIGNTimelineJanuary 2023 – June 2023MeasurementRFP Submissions and Sessions + CPS ObjectiveIncrease leads and RFPs for MeetingsTarget AudienceMeeting & Convention PlannersGeographyNationalBudget & Timing375K•200K through June 30th includes Visit California match funds•Required trackability to provide ROAs•175K for second half of 2023
MAY-JUN 2023 | M&C Campaign
MAY & JUNE 202324.1 million Impressions | 33.3K Sessions | 657 Cvent Clicks
Zeta GlobaloRich Media, Audio, and Standard DisplayMeetings TodayoLeaderboard and Spotlight eNews AdsoEmail drip campaign earned 868 LeadsoEncountered tracking issues – providing 100K impressions to make up for errorsSmart MeetingsoDemand GenoAdded Value §Smart Stars Winner’s Listing Profile§90k Print impressions§45k Digital impressions LinkedInoSingle image / Carousel and Demand Gen Booking Document postseProoDedicated emailGoogle oSEM AdservingGreenspring eBlasto489 clicks to CVENT JAN-JUN 2023 | M&C Campaign
SALES BOOKING SUMMARIESGroup Cancelations•Number of events cancelled: 15•Total Attendees: 60,000•Number of Room nights: 53,531•EIC: $26,724,280•TOT: $1,758,493Opportunities Lost•Opportunities lost: 1,642•Total attendees: 3,543,903•Number of room nights: 5,857,896 Group Re-Bookings•0 events re-booked•0 total attendees•0 number of room nights•$0 EIC•$0 TOTNew Group Bookings•271 new bookings•1,2042,720. Total attendees•$1,502,759,922 EIC•$22,115 253 TOT M&C Campaign
2022 EVENT PARTICIPATION & SALES MISSIONS •CEMA Summit•Maritz NEXT Conference•PCMA Philadelphia Trade Show•ASAE Summer Awards Event•IMEX America•Association Forum Holiday Showcase•IAEE Expo! Expo!•American Express Showcase •Mid Atlantic Sales Mission – DC/MD/VA•Synchronicities Holiday Dinner in Chicago•San Diego Sales Calls•Angels Client Event•Sacramento Sales Calls•Arizona Sales Calls M&C Campaign
•Convening Leaders•Destinations International Sales & Service Summit•Destination Showcase DC•IAEE Women’s Leadership Forum•Visit California Northwest Road Show•PCMA Visionary Awards•PCMA Partners Conference•AMPS Golf Tournament Sponsor•PCMA Educon•Gateway Cities Brunch at Convening Leaders•Synchronicities Client Reception at Convening Leaders•Midwest Sales Mission in Chicago and Milwaukee •Participated in VA Tourism Angels Spring Training Event•MPI Georgia Southeast Spring Summit•Synchronicities Client Dinner in Atlanta•Southern California “Taste and Tour” Client Event in Anaheim•Mid-Atlantic Sales Mission – DC/MD/VA•Sponsor of MATSO (Major American Trade Show Organizers) reception in Anaheim•Arizona Sales Calls•Sacramento Sales Calls•San Diego Sales Calls•Minneapolis, MN, & Kansas City, KC Sales Calls•CA DMO alliance Customer Event 2023 EVENT PARTICIPATION & SALES MISSIONS M&C Campaign
PLANNER PULSE•92 Newsletters sent per sales manager•5,057 recipients each eblast•22,506 successful deliveries•24.58% open rate M&C Campaign
2024 Meeting Sales FocusFor 2024, the Meeting Sales team will continue to focus on generating leads with an emphasis on new business. We will be attending tradeshows with corporate planners in the Automotive, Technology, Financial, Bio-tech, Pharmaceutical, Insurance and Incentive market segments, as these groups tend to generate high yield business that our hotel partners ae looking for.We will continue to maintain our Local, State, National, and International Association and Government accounts as well.
Tentative tradeshows that we are planning on participating in are:•Northstar IPEC Independent Planner Education Conference – Greenville, S.C.•Meeting Professionals International Northern California Chapter ACE – Bay Area•Pharma Forum – Tampa, FL•Destination Celebration•Global Meetings Incentive Travel Executives – Orlando, FL•Meetings Today – San Antonio TX•Northstar Incentive Live – Las Vegas, CA•Meeting Professionals International Southern California Chapter WECON – Newport Beach, CA•Conference Direct Annual Partner Meeting – Arlington, TX•HelmsBriscoe ABC- Las Vegas, NV•Connect Marketplace –Milwaukee, Wisconsin •Prestige Meetings – Salt Lake City, UT•SITE Incentive Summit Americas (ISA) - St. John's, NL, Canada•Cvent Connect – San Antonio, TX•Meetings Today – Boise, ID•Conference Direct CDX – Portland, OR•HPN Annual Partner Conference – Houston, TX•Destination California•IMEX America – Las Vegas, NV•FICP Annual Conference – Denver, CO•Connect DCMarketplace•Connect West – Bay Area•AMEX Inter[action] - TBD•SITE Holiday Event – San Diego•CalSAE Seasonal Spectacular – Sacramento, CA 2024 Meetings Goals
APPROVED GOALS
The Orange County Sports Commission, OCSC was tasked with rebuilding sports tourism and evet marketing to similar pre-pandemic levels. Goals were set based on bookings, leads, and economic impact. Total bookings and leads were comparable to 2019, the best year on record since Visit Anaheim started tracking sports.
TEAM GOALS & METRICSOCSC WAS TASKED WITH REBUILDING THE SPORTS TOURISM AND EVENTS MARKETING IN 2022, TO SIMILAR LEVELS PRE-PANDEMIC. GOALS WERE SET BASED ON BOOKINGS, LEADS, AND ECONOMIC IMPACT. TOTAL BOOKINGS AND LEADS WERE COMPARABLE TO 2019, THE BEST YEAR ON RECORD SINCE VISIT ANAHEIM STARTING TRACKING SPORTS. 74# OF BOOKINGS YTDPRIOR YEAR = 50YOY% = 48% increaseANNUAL TARGET = 65 74STRETCH BOOKINGSPRIOR YEAR = 28YOY% = 164%ANNUAL TARGET = 74 4CONVENTION BOOKINGS YTDPRIOR YEAR = 3YOY% = 67%ANNUAL TARGET = 4 $151,497,939.51ECONOMIC IMPACT YTDPRIOR YEAR = $118,569,783.26YOY% = 27.77% increaseANNUAL TARGET = $175,500,000 5STRETCH CONVENTION BOOKINGS YTDPRIOR YEAR = 3YOY% = 67%ANNUAL TARGET = 5 176CONVENTION LEADS YTDPRIOR YEAR = 164YOY% = 7.3% increaseANNUAL TARGET = 4 173CONVENTION BOOKINGS YTDPRIOR YEAR = 3YOY% = 67%ANNUAL TARGET = 4 $175,263,550STRETCH ECONOMIC IMPACT YTDPRIOR YEAR = $63,126,930YOY% = 178%ANNUAL TARGET = $190,200,000 Orange County Sports CommissionEVENT PARTICIPATIONJuly – Dec. 2022•San Clemente Cup•OverWatch League Grand Finals•ISA World Surf Games Jan. – Jun. 2023•SCVA Boy’s Invitational•United Spirit Association Spirit Nationals•National Collegiate Roller Hockey Championships
ISA World Surf Games Huntington BeachSeptember 16-24Economic Impact: $356,137Attendees: 3,000 United Spirit Association Spirit Nationals AnaheimFebruary 24-27Economic Impact: $10,762,975Attendees: 22,800 OverWatch League Grand FinalsAnaheimNovember 5 -6 Economic Impact: $4,519,929Attendees: 22,343 Chipotle USA Hockey Youth Tier II 18U National ChampionshipsIrvine March 31 – April 4 Economic Impact: $7,558,767Attendees: 2,430 San Clemente CupSan Clemente, Dana Point, Mission ViejoAugust 5-7 Economic Impact: $1,708,709Attendees: 10,000 Major Event Recap
2024 Orange County Sports Commission FocusIn 2024, the Orange County Sports Commission will include advocating, meeting with right holders at tradeshows, expanding both destination site tours and event visits. Three future events that will require increased effort and momentum for their bid process include; Volleyball Nations League Finals, NCAA Women’s Volleyball Final Four, and World Gymnastics Championships.Volleyball Nations League Finals 2025/2026/2027 JulyComing off a successful 2023 event held in the ACC Arena, the Volleyball Nations League (VNL) wants to continue to build its presence in Anaheim & OC. VNL sold 30,000 tickets for a preliminary men’s pool phase of the event in July 2023. This reflects an unusually high number that emphasizes the value of the local market. The Finals of this competition provides a bigger opportunity that would draw more fans, better teams, and larger broadcast exposure. The Honda Center would need to be the host venue. The impact to the destination would include 40,000 attendees, 5,000 room nights, 5 days, internationally broadcasted by 27 broadcasters, and streamed to over 1M on VBTV worldwide.NCAA Women’s Volleyball Final Four 2026/2027 mid/late DecemberOCSC is partnering with the Honda Center and the Big West Conference to bid on the 2026 or 2027 NCAA Women’s Volleyball Final Four. The bid proposal is due in 2024 and will be awarded later in the year. This represents the top women’s collegiate teams (in the nation) coming to our destination. Additionally, it would include several hours of live ESPN broadcasting, with over 1M viewers nationwide. This event would be held prior to the LA28 Olympics volleyball event at the Honda Center. It builds the foundation in the local community for engagement and investment in the sport. Thereafter, hosting more top-tier volleyball events each year would follow. An estimated $150K - $200K would need to be invested as the “Host City” in partnership with the Honda Center contributing an equivalent or higher investment.The impact of this event would bring 35,000 attendees, 7,000 room nights over 5 days, with a convention and competition between the ACC & Honda Center and 1M ESPN broadcast viewers to our destination.World Gymnastics Championships 2027/2028 late August early SeptUSA Gymnastics has expressed interest in working with OCSC to secure the World Gymnastics Championship in 2027 or 2028. In addition, Anaheim’s proximity to the nearby LA28 Games, has drawn attention and the World Championships have inquired about being in the market prior to the Games to build its brand. Anaheim hosted this same event in 2023 at the Honda Center. It was the last time it was in the US. LA proper has no interest in hosting because of the lack of availability of its Arenas and over saturation.This Championship event attracts 700 gymnasts, 35,000 attendees, 8,600 room nights over 5 days and includes international broadcast to 70 countries. 2024 Sports Goals
APPROVED GOALS
In fiscal year 2022/2023, Visit Anaheim Tourism Department focused on trade and consumer efforts to reposition the Anaheim Area destination in the top domestic and international markets as the leading leisure destination in Southern California.In the domestic market, we focused on integrated co-op marketing campaigns including direct to consumer offers, influencer partnerships, social media activations, and partnership with trade partners such as AAA, Expedia and Get Away Today and non-traditional partners like the Salt Lake Bees.This fiscal year, we reentered five of our top international markets starting with Mexico and Canada with our trade and media missions, then reopening our representation offices in Australia and New Zealand and lastly participating in the Visit California trade/media mission to the UK. This strategic approach was taken in alignment with Visit California and Brand USA timing of market reentry.
As we reentered the markets, we developed direct to consumer programs to help generate exposure to the destination and room nights to area hotels. These co-op efforts included various partners such as airlines, online travel agencies, wholesalers, consumer and trade publications, and other trade partners. In addition, we dedicated efforts to train travel trade professionals, many of them new to their role, through a series of webinars, trade events, online training program and email marketing.The Tourism efforts will continue to strengthen the domestic and current international feeder markets while reentering Asia specifically Japan, South Korea and China. Our efforts are developed to generate the highest exposure to area hotels and businesses with the goal to expand the economic impact generated to the region.
Domestic & International Efforts
236,728TOTAL ROOM NIGHTS
Combined Domestic & International Results80,884,896TOTAL IMPRESSIONS 3,770TOTAL TRAVEL TRADE REACHED
New Domestic LuxuryStrategy and Campaign DevelopmentVisit Anaheim formed the Luxury Advisory Council (LAC) to define Anaheim’s position and marketing strategy among affluent travelers to Anaheim and Orange County.•LAC members include representatives from Anaheim’s five AAA 4-Diamond hotels:•Disney’s Grand Californian Hotel® & Spa•Disneyland®Hotel•JW Marriott, Anaheim Resort•The Westin Anaheim Resort•The Viv Hotel, Anaheim, a Tribute Portfolio™ Hotel•Visit Anaheim engaged Epiphany Luxury Marketing, and together with the committee developed and tested four position statements for Anaheim.•The research and the committee agreed on a concept that will set the foundation for the region’s luxury strategy moving forward.The new luxury campaign will be deployed throughout FY23/24 to drive domestic luxury visitors to local hotels and attractions.
New International LuxuryStrategy and Campaign Development / EDA GrantA portion of the EDA Grant received through Visit California has been used to develop an international luxury marketing campaign. We have partnered with Virtuoso, an experienced and well-known company in the luxury space, during FY22/23 for these efforts.The campaign will target affluent travelers from three countries, Australia, Canada and Mexico, some of the top international origin markets for our region. The campaign launches in Fall 2023 and will run through April 2024.This new luxury campaign will build awareness and intent to travel to our destination with the goal of driving leisure business to local luxury hotels and regional restaurants and attractions in Anaheim and Orange County.
Trade Tactics & ObjectivesTACTICS•Trainings•Webinars•Mission•Client Events•Online Training Program•Product Inclusion in trade programs•Product Development OBJECTIVES•Retaining existing relationships and monitoring for new trade partnerships.•Trade education through webinars, sales calls, and participating in key industry events and programs.
Consumer Tactics & ObjectivesTACTICS•Co-ops with trade partners (airlines, operators, and/or Brand USA and Visit California)•Co-ops with non-traditional partners•Integrative Programs•In Market Activations OBJECTIVES•Generate room night production to Anaheim/Garden Grove Hotels.•Develop integrative and in-market activations to position Anaheim as a top-of-mind leisure vacation destination.•Leverage Brand USA and Visit California programs to target the consumer•Identify partnership opportunity with Disney Media Tactics & ObjectivesTACTICS•Trade•Consumer•Influencers OBJECTIVESForge strategic relationships and inspire travel and consumer media with Anaheim content to help identify influencers, fam, and PR generation opportunities. 2022-2023 Consumer Co-ops
Consumer Programs WestJet Vacations Instant SavingsNOVEMBER 2022•As part of the Canada Sales Mission in November 2022, Visit Anaheim launched an Instant Savings promotion with WestJet Vacations. In this promotion, Canadians could book from participating WestJet Vacations hotels in Anaheim and receive a $300 instant savings offstays of 4 or more nights in the Winter and Spring seasons.•The campaign ran for two weeks generating a total of 495 room nights.
Consumer Programs AAA Fall CampaignAUG 15, 2022 - NOV 1, 2022Based on information from partner hotels, the AAA campaign is aimed to generate room nights into Fall travel, specifically the need period of Mid-late August and early September. Campaign includes August – October inclusion in Westways magazine and Westways / Via digital campaign running August –October.Campaign Results: 13,150 Impressions
New Zealand Consumer Programs Let’s Travel MagazineJULY 2022Let's Travel Magazine opportunity was the first non-domestic travel content for this NZ publication.In addition to cover art, Visit Anaheim had a 31-page advertorial feature on the return to travel to Anaheim.Campaign Results: 79,000Impressions
New Zealand Consumer Programs The HitsOCT 15, 2022 - NOV 18, 2022The Hits campaign was a collaborative campaign with House of Travel and local radio station to promote a prize package to Anaheim. Campaign included promotion of the prize and listener interaction with Anaheim trivia to qualify for the program. Content ran during peak drive time over a four-week period.Campaign Results: 257,914Impressions
DOMESTIC CO-OPFall 2022 Campaign (Sep. 1, 2022 – Nov. 30, 2022)Winter 2022/20223 Campaign (Dec. 1, 2022 – Feb. 28, 2023)Spring 2023 Campaign (Mar. 1, 2023 – May 31, 2023)The Tourism Department led seasonal domestic co-op campaigns with Expedia Group promoting the destination targeting travel intenders from Anaheim's top origin domestic fly and drive markets. These campaigns included banner ads across Expedia Group's owned travel sites and a landing page on Expedia.com featuring participating hotels and activities.
Consumer Programs Expedia Co-opsRESULTSDomestic Co-ops Totals:•Impressions: 8,997,794•Room nights: 73,294•Hotel Gross Bookings: $18,488,137 INTERNATIONALFall 2022 Campaign (Sep. 1, 2022 – Nov. 30, 2022)Winter 2022/20223 Campaign (Dec. 1, 2022 – Feb. 28, 2023)Spring 2023 Campaign (Mar. 1, 2023 – May 31, 2023)The Tourism Department led seasonal domestic co-op campaigns with Expedia Group promoting the destination targeting travel intenders from Anaheim's top origin domestic fly and drive markets. These campaigns included banner ads across Expedia Group's owned travel sites and a landing page on Expedia.com featuring participating hotels and activities.
Consumer Programs Expedia Co-opsRESULTSInternational Co-op:•Impressions: 11,311,000•Room nights: 14,832 room nights•Hotel Gross Bookings $3,656,000 All Expedia Co-op Programs Totals
236,728IMPRESSIONS
$22,104,137HOTEL GROSS BOOKINGS
88,126ROOM NIGHTS
Visit Anaheim partnered with Visit Buena Park and Travel Santa Ana on a three-city OC co-op campaign with Brand USA targeting the Mexico market. The purpose of the campaign was to leverage the multi-city partnership to create a larger and more impactful presence. The campaign included inclusion in Brand USA’s interactive travel guide that is promoted digitally in Mexico, display ads, Facebook ads, and inclusion on the Visit the USA Expedia Landing Page promoting hotels which generated 4,071 room nights equating to $893,281 in gross hotel bookings for Anaheim and Garden Grove hotels.
FEB 2023 - MAY 2023
Consumer Programs: Brand USA Orange County Mexico Campaign
APR 2023 - OCT 2023Visit Anaheim partnered with Brand USA and Travelweek Canada on a campaign that promoted our destination to Travelweek’s following of travel trade professionals in Canada. Part of this campaign included a landing page on Brand USA's microsite, dedicated emails to their network of Canadian travel professionalsand was promoted throughout Travelweek's owned channels. This campaign will continue into FY 23/24.
Consumer Programs: Brand USATravelweek Canada
NOV 1, 2022 – DEC 31, 2022Get Away Today continues to be the Top Producing Domestic Wholesale Operator for tickets and room night production into Anaheim.Visit Anaheim celebrated 33 years of partnership in 2022/23 with several campaigns aimed at key feeder drive-markets of Western states.Give the Gift of a vacation began in the fall promoting winter and spring travel to Anaheim with a multi-layered approach including social media ads, TV segments and influencer engagement.Campaign Results:•841,885 Impressions•830 Packages•3,043 Room Nights Consumer Programs: Get Away TodayGive the Gift Campaign
Consumer Programs: Get Away TodaySpring into Savings ABC15 SweepstakesFEB 27, 2023 – APR 30, 2023Get Away Today continues to be the Top Producing Domestic Wholesale Operator for tickets and room night production into Anaheim.Visit Anaheim celebrated 33 years of partnership in 2022/23 with several campaigns aimed at key feeder drive-markets of Western states.The Spring into Savings promotion was aimedat Angels Spring Training with an influencer event at Spring Training opening week, a sponsorship at Tempe Diablo Stadium and a communication overlay with TV interviews/sweepstakes and special offers for the Arizona market day.Campaign Results:•5,601,214 Impressions•1228 Packages•4,985 Room Nights
Consumer Programs: Get Away TodaySpring into Savings ABC15 Sweepstakes
Consumer ProgramsAMA TravelOCT 1, 2022 – JAN 31, 2023Visit Anaheim partnered with AMA Travel (the travel division of the Alberta Motor Association) in Canada on a co-op campaign with the goal of inspiring Albertans to travel to Anaheim. This campaign featured dedicated articles on the AMA Travel website, emails to the AMA’s membership database, social media, and a segment on Global News Edmonton promoting Anaheim packages with AMA Travel. The campaign resulted in 1,086 room nights with an average length of stay of 5.2 nights.
Consumer Programs:Hotelbeds 2022 International CampaignJUL 1, 2022 - DEC 31, 2022Visit Anaheim was featured in a co-op campaign with Visit California to promote the destination targeting travelers from key international markets: Canada, Mexico, Australia, Germany, and France. This campaign gave Visit Anaheim featured placement on Hotelbeds site along with targeted links to key search targets.Campaign Results 2022•35,509,659 Impressions•69,097 Room Nights
Consumer Programs:Hotelbeds 2023 International CampaignJAN 25, 2023 - JUL 31, 2023Based on the success of the 2022 Co-op Campaign, Visit Anaheim extended partnership with Visit California and topromote the destination targetingtravelersfrom key international markets: Canada, Mexico, Australia, Germany, and France. This campaign gave VisitAnaheim featured placement on Hotelbeds site along with targeted links tokey searchtargets.Campaign Results 2023•31,575,568Impressions•53,433 Room Nights
JUN 15, 2023 – JUL 15, 2023
Consumer Programs: Australia EffortsLuxury Escapes – Brand USA Campaign Luxury Escapes are a luxury travel website that has quickly become Australia’s premier online destination for luxury holidays at unbeatable prices, with over 600,000 travelers taking a Luxury Escape holiday in 2021 and a combined daily reach of over three- million members.Luxury Escapes designs tailor-made multi-media campaigns to provide partners with exposure across their various platforms, ensuring they meet their business objectives. They currently promote their partnerships across Australia & New Zealand using daily EDMs delivered to over one-million members, posts to their Facebook following of over 1.5-million social media users, articles and banners on their digital magazine that receives over 200,000 monthly views and high-quality videos. This co-op with Brand USA, featured Anaheim as a premier destination.In addition to providing great exposure to a quickly growing audience and new sales channel with a broad reach, launching this campaign prompted Luxury Escapes to contract with over 10 Visit Anaheim partners for future package sales.
Program Month/Year MarketVisit Anaheim Mexico Trade & Media Mission SEP 2022 MexicoVisit Anaheim Canada Trade & Media Mission NOV 2022 CanadaVisit USA Australia FEB 2023 AustraliaBrand USA B2B Australia FEB 2023 AustraliaBrand USA B2B New Zealand FEB 2023 New ZealandDiscover America Expo FEB 2023 New ZealandVisit Anaheim Mexico Trade & Media Mission JUN 2023 Mexico 2022-2023 Sales Missions
The Tourism Department led our annual Canada Sales Mission with a delegation of 18 partners including hotels, theme parks, and transportation companies. The multi-city sales mission focused on educating travel agents in-market which is something that is in strong demand in the market, as well as to develop and nurture strong relationships with key travel trade operators. Part of this included a travel trade panel in Edmonton with guest speakers from WestJet Vacations, AMA Travel, and Travel Brands on the status of the Canadian Travel Trade.
Delegates also participated in travel agent trade shows and training presentations in Calgary, Edmonton and Vancouver. In addition to the travel agent training, the mission also included VIP networking reception in Toronto for key trade clients and media with an update from Visit Anaheim on new updates to the destination.The sales mission overall connected delegates with 247total trade contacts and included interviews with key trade and consumer media outlets in market.
Visit Anaheim Trade & Media Mission Canada
The Tourism Department led our annual Mexico Sales Mission with a delegation of 9 partners. The sales mission included Mexico City, Guadalajara, and León. Mission components focused on educating the travel agents which is something that is in strong demand in the market, as well as to develop and nurture strong relationships with key travel trade operators. Delegates participated in travel agent trade shows and training presentations in each of the cities including a special presentation with Aeromexico.
In addition to the travel agent training, delegates also met with key trade operators and product buyers in 1-on-1 appointments and a client lunch with Price Travel. The sales mission also included events with key trade, media, and influencers in Mexico City and Guadalajara with unique concepts. The sales mission overall connected delegates with 235 total trade contacts and included interviews with key trade and consumer media outlets in market.
Visit Anaheim Trade & Media Mission Mexico
The Tourism Department led a delegation of 10 partners to Australia and New Zealand in conjunction with the Visit USA Australia Expos and Brand USA NZ Expo.This mission included Visit Anaheim events in Brisbane, Sydney and Auckland in addition to B2b Sessions in Syndey and Auckland.Travel Agent Education Expo events in Brisbane, Melbourne, Sydney and Auckland focused on educating many new travel agents, as well as to develop and nurture strong relationships with key travel trade operators. Delegates participated in travel agent trade shows and training presentations in each of the cities including a special media event in Sydney. In addition to the travel agent training, delegates also met with key trade operators and product buyers in 1-on-1 appointments and a Visit California reception in Sydney. The sales mission also included events with key trade, media, and influencers. The sales mission overall connected delegates with 680total travel agents and trade contacts and also included coverage from key trade media Karry-on, Travel Today and Travel Daily.
Visit USA Shows Australia & New Zealand
FAMSIn fiscal year 2022/2023, the Tourism Department hosted 12 fam groups from 4key international markets including Canada, Australia, New Zealand, Japan and one domestic group with a total number 143 travel professionals.
FAMS
Webinar TrainingsIn fiscal year 2022/2023, the Tourism Department conducted 13webinar trainings in 6 key international markets including:•Mexico•Australia•New Zealand•Korea•Japan Reaching a total number of1015 travel professionals.
Webinars
Trade Show/Events
APR 24 – 26, 2023CanadaVisit Anaheim was represented at Visit California’s Canada Trade Mission with a new format which focused on relationship building with 20 key trade attendees. This year’s retreat included one on one appointments with key Canadian buyers and airlines including Air Canada, Air Canada Vacations, TravelBrands, AMA Travel, Air Transat, Porter Airlines, and more. As the need for travel agent training continues to be a significant need in the market, the mission also included a travel agent training session for agents in the Niagara/Toronto region to educate on California destinations and product.
Program Month/Year MarketViist California Mexico Trade Retreat JAN 2023 MexicoSYTA Summit JAN 2023 DomesticViist California Canada Trade Retreat APR 2023 CanadaCalifornia Cup 2023 APR 2023 AllIPW 2023 MAY 2023 All Trade Show/EventsJAN 24 – 26, 2023MexicoVisit Anaheim was represented at Visit California’s Mexico Trade Mission with a new format which focused on relationship building with 25 key trade attendees and included travel agent training for agents in the Guanajuato and Querétaro region. This year's mission included one on oneappointments with key Mexican buyers including Price Travel, Despegar, Dream Destinations, Travel Shop, and more.
SYTA Annual Conference August 2022/ SYTA Summit January 2023In response to Partner feedback requesting a stronger destination message for the Student Youth Travel Association, Visit Anaheim created a Student Travel Resources Landing Page and took appointments with over 70 Student Travel Professionals in Washington D.C.An Anaheim reception was coordinated with operators who frequent Southern California and the Anaheim Partner delegation. In discussions with the SYTA leadership, Visit Anaheim secured sponsorship to host the SYTA Summit in Anaheim.
Visit Anaheim was a destination spotlight sponsor of the SYTA Summit which was held at Disney’s Grand Californian Hotel & Spa. The SYTA Summit was an educational and networking event for the student youth travel market. Visit Anaheim organized a luncheon at the House of Blues where 128 SYTA Summit attendees networked with 26 Visit Anaheim partners representing hotels and attractions followed by a sneak peek of ocV!BE and more networking at the Honda Center.
California CupVisit Anaheim participated in a 4-Day golf & networking event with Visit California, Visit Huntington Beach and 38 international travel professionals. Participants were paired up with key professionals based on requested markets and competed as part of a designated team. Over the four days, participants were able to spend quality time in discussion with their foursome which rotated each event. In all 38 facilitated meetings took place with representatives from Australia, Canada, Mexico, South Korea and Japan.Evening events were sponsored by South Coast Plaza and Pacific City showing off some amazing southern California destinations. Visit Anaheim contributed a prize package which was raffled off to raise over $1500 for the CA Cup designated charity. Conversations with Delta airlines and Marjorie Dewey advancing the S. Korea / Japan Visit Anaheim sales mission and meetings with Travel Advocates and AMA travel were highlights.
IPW 2023MAY 20-24, 2023Visit Anaheim attended IPW, the leading inbound travel trade show, which is organized by the US Travel Association. This year’s tradeshow was in San Antonio where Visit Anaheim had a prominent island booth for the first time. Over 30 Visit Anaheim partner companies were in attendance with seven partners in the Visit Anaheim booth. The Tourism Department conducted over 130 appointments and with buyers from domestic and international markets with the goal of generating future business, develop/continue working relationships with key operators, prospect co-op marketing initiatives to drive bookings, and connecting buyers with Anaheim product for contracting. By participating at IPW now, Visit Anaheim and area partners are expected to see business developed from IPW come to fruition over the next couple of years.
236,728TOTAL ROOM NIGHTS
2022-2023 Tourism Program Results80,884,896TOTAL IMPRESSIONS 3,770TOTAL TRAVEL TRADE REACHED
Total of Travel Professionals completing Anaheim Specialistonline training Program:265 Registered for training • 188 Started training • 158 Completed training 2024 Tourism FocusThe 2024 Tourism strategy will focus on the following:•Full integration in consumer and trade efforts with media and influencer partnerships.•Leverage new Visit Anaheim campaign message in key tier-1 markets (Domestic, Canada, Mexico, Australia and New Zealand).•Alignment with Visit California and Brand USA programs in key international markets.•Develop programs to target and reach new domestic markets.•Rebuild destination presence in Asia.Consumer efforts will be deployed in the domestic and international markets including co-ops with trade partners, non-traditional partners, integrative programs and in-market activations incorporating a call-to-action to help amplify reach and maximize results.The newHere We Gocampaign will be used to generate renewed interest and develop new opportunities through diverse messaging.Domestic efforts will include ongoing multilayer programs and partnerships at MLB Spring Training and Salt Lake Bees affiliated with the Anaheim Angels.New partnerships in the Las Vegas and Texas markets will be developed to leverage the direct air service to SNA. We will align with partner initiatives to expand our reach and generate incremental visitation.
New key International initiatives for Canada include the NHL’s Edmonton Oilers and Vancouver Canucks. Our tier-1 markets include Canada, Mexico, Australia and New Zealand with consumer efforts supported by our international representation.Representation in both Canada and the United Kingdom will be evaluated.We will continue to work with Brand USA and Visit California to ensure our efforts are aligned in each of our tier-one markets.We will participate in their direct-to-consumer initiatives through co-ops and multi-channel programs and we will expand to tier-2 markets such as UK, Japan, South Korea and China. Beyond consumer efforts with Brand USA and Visit California, we will participate in their turn-key programs including sales mission, client events and the California Star Program for travel trade outreach.All consumer and trade efforts (either organized by Visit Anaheim or participating through industry trade partners), are in place to serve as an extension of our partners' sales and marketing teams. Our guiding principle is to develop and leverage destination initiatives that our partners cannot develop by themselves and help amplify their reach and the results for a larger economic impact to the Anaheim area via room-night conversion.
In fiscal year 2022/2023, Visit Anaheim Tourism Department focused on trade and consumer efforts to reposition the Anaheim Area destination in the top domestic and international markets as the leading leisure destination in Southern California.In the domestic market, we focused on integrated co-op marketing campaigns including direct to consumer offers, influencer partnerships, social media activations, and partnership with trade partners such as AAA, Expedia and Get Away Today and non-traditional partners like the Salt Lake Bees.This fiscal year, we reentered five of our top international markets starting with Mexico and Canada with our trade and media missions, then reopening our representation offices in Australia and New Zealand and lastly participating in the Visit California trade/media mission to the UK. This strategic approach was taken in alignment with Visit California and Brand USA timing of market reentry.As we reentered the markets, we developed direct to consumer programs to help generate exposure to the destination and room nights to area hotels. These co-op efforts included various partners such as airlines, online travel agencies, wholesalers, consumer and trade publications, and other trade partners.
Marketing
Website: VisitAnaheim.org
Website Traffic:7/1/22 – 6/30/23: 716,969 Users7/1/21 – 6/30/22: 615,481 Users16.5% increase in website users year-over-year Website performancein FY22/23 vs. FY21/22 saw a 16.5% increase in users. This gain in website traffic came from a consistent stream of new content each month. The use of dynamic content, copy/images that differ depending on what geographic region the website visitor is in, also assisted website user experience.
Website: New Dynamic ContentNew geographically targeted content has continued to be launched allowing the content marketing team to create content that appears differently depending on where the website visitor is viewing the website. The personalized nature of the content is designed to increase website visitor interest and time on site.
2023 Visit Anaheim Destination Guide
In early 2023, Visit Anaheim once again partnered with Orange Coast Custom Publishing to deliver the most recent edition of the Visit Anaheim Destination Guide.The destination guide consistently proves to be an effective way to reach many important visitor markets. Published annually, the Visit Anaheim Destination Guide reaches leisure, business, and convention visitors to Anaheim, Garden Grove, and Orange County, both in the planning stages and once they are in the region.
The 2023 Destination Guidewas published and distributed to markets worldwide. This annual guide is a main marketing channel for local businesses to reach visitors in the planning stages as well as when the visitors are in market.
Additional Leisure Efforts and Promotions Include:•Consumer Messaging and Advertising•Geographic Targets (local, Regional Drive, Western U.S., North America/ International)•Campaigns and Programs•Hotel Promotional Efforts•Special Offers•Bandwango (Sip, Savor & Shop Pass) and Anaheim Brew Pass The Visit Anaheim Destination Guide presents information and updates needed by visitors to plan their visit, including dining, shopping, activities, attractions, destination information, maps, transportation, and hotels.The destination guide is distributed throughout the year domestically and internationally. The guide is also distributed to travel agents and tour operators, at airports, hotels, and California Welcome Centers. The Visit Anaheim website features thedestination guidemaking the publication available worldwide. 2023 Visit Anaheim Destination Guide
Bandwango Savings Pass Development and PromotionWe expanded our Bandwango Savings Pass Development and Promotion to bring additional value to partners by driving more traffic to their businesses.Visit Anaheim collaborated with Bandwango to develop and rebrand consumer savings passes.We also launched our new Anaheim Brew Pass on National Beer Day (April 7th) and gained nearly 2,000 participants in the first three months.The previously named Sip, Savor and Shop Pass, now rebranded to the Visit Anaheim Savings Pass, has seen an improved user experience. The passes have been promoted on social media, at John Wayne Airport, Expedia, and on Anaheim Regional Transportation busses, driving business to the local community.
New Leisure/Meetings + Conventions (M+C) Campaign DevelopmentVisit Anaheim retired the Uncommon Characters campaign and began to plan for a refreshed marketing message to align the organization with the post-pandemic environment.•Visit Anaheim hired the creative branding agency 62Above to conceptualize and breathe life into a fresh campaign.•The new campaign/concept was developed through qualitative and quantitative research, including focus groups with consumers and meeting planner participants. The campaign tested positively.•The campaign prioritizes digital marketing to take advantage of the predictive and strong targeting abilities of this medium - allowing Visit Anaheim to focus on its strongest prospects.
Working with 62Above, campaign planning, media planning and creative media development including videos, digital ads and pay-per-click ads were strategically outlined. The M+C advertising campaign launched in late FY22/23. The new leisure campaign and its creative assets will be deployed throughout FY23/24 and beyond to drive leisure business to local hotels and attractions.
2024 Marketing FocusThe Visit Anaheim Marketing team will continue to focus on Meetings and Conventions,Leisureand Local/In-Market efforts.In addition, new focus will include Luxury Marketing, Accessibility (DEI) Marketing and Digital Marketing as outlined below:Luxury Marketing•DevelopLuxury Microsite•Create Domestic and International Luxury Travel Advisor Training Module•Expand presence at Virtuoso Travel Week•Spring Photoshoot to round outcreative assetsAccessibility (DEI) Marketing•Launch CTAs Certification Program•Roll Out “Certified Autism Destination” program to our Partners•Create "Accessibility Resource" webpage and digital brochure Digital Marketing and Website•Launch “always-on” PPC to deliver web-site traffic•Expand Dynamic Content Reach to include international markets (Mexico, Canada and Australia)•Finalize and launch Workforce Development Microsite•Launch Luxury Microsite•Digitize all Visit Anaheim historical assetsThe Marketing team will also provide support of our reengagement in key international markets and our local Workforce Development Program that will launch in Q1 2024.
CommunicationsOur Communications efforts continue to focus on promoting Anaheim and Orange County as a premier vacation destination while simultaneously driving visitor interest and engagement in key geographic markets. The team deployed several strategies to achieve this goal including media relations, broadcast partnerships, influencer collaborations, and content creation. Through these efforts, the team was able to secure over 1.8B impressions between July 1, 2022, to June 30, 2023.
Media RelationsVisit Anaheim continues to implement a robust media relations strategy targeting meetings and conventions, local, and travel media to keep Anaheim top of mind for both leisure travelers and meeting planners. Total press releases: 10 Total media clips: 472Total media impressions: 1,812,141,283
Broadcast Partnership: Fall 2022
Broadcast Partnership: Fall 2022LAS VEGAS – KLAS8Visit Anaheim partnered with KLAS-TV, a Las Vegas-based station, to promote holiday travel to Anaheim. As a result, Visit Anaheim highlightedtheJW Marriott, Anaheim Resort, Knott’s Merry Farm, Unsung Brewery, and Howard Johnson Anaheim Hotel and Water Playground. The team was also able todiscuss upcoming holiday activities in Anaheim in an interview with Jay Burress. The partnership also included two giveaways that ran Nov. 14-18 and Dec. 5-8, which included fourtickets to Knott’s Berry Farm, four tickets to a Ducks game, and a two-night stay at the JW Marriott, Anaheim Resort resulting in over 16 million media impressions.SAN FRANCISCO – NBCTo streamline media efforts for the month of September, the Communications team focused on reaching the Latin community in the San Francisco area by highlighting Latin Heritage Month and encouraging the Latin community to travel to Anaheim. In doing so, the team secured a broadcast partnership with NBC’s California Live and Telemundo’s Acceso Total, featuring Anaheim’s new luxury hotels, FRAN, Urbana, Okayama Bakery, and Knott’s Berry Farm. Spanish speakers from all establishments were interviewed as part of this partnership, which garnered over 3 million media impressions.
Broadcast Partnership: Fall 2022
Broadcast Partnership: Winter 2022
LOS ANGELES – KTLAVisit Anaheim partnered with KTLA to showcase Honda Center’s new culinary offerings available for concessions and in suites. The team secured a segment on KTLA’s 'Unscripted LA,' where the host interviewed Honda Center’s head chef. Additionally, Visit Anaheim ran a giveaway that included a two-night hotel stay at The Viv Hotel and four tickets to a Ducks game. In total, this media partnership resulted in 3.3 million impressions.
SAN DIEGO – ABC10The Communications team secured a broadcast interview with ABC10 in San Diego to promote what’s new in Anaheim in 2023, including Disney’s “100 Years of Wonder” celebration, Honda Center’s 30th anniversary, and WonderCon which returned to the Anaheim Convention Center in late March. San Diego is a primary drive market to Anaheim since it’s a 2-hour drive or a short train ride away. As a result, the partnership resulted in over 580,000 impressions via broadcast and streaming platforms, including Netflix, Amazon Prime, and Hulu.
Broadcast Partnership: Winter 2023
Broadcast Partnership: Spring 2023
PHOENIX – KPNX12Visit Anaheim partnered with the NBC affiliate in Phoenix to promote Visit Anaheim’s Spring Training activation, in addition to driving visitation to Anaheim. The layered broadcast partnership included five live segments with the meteorologist. She reported the weather live from the stadium and interviewed Jay Burress and Lindsay Swanson, who both encouraged locals to attend the game and participate in the giveaway. The giveaway consisted of four tickets to an Angels game, four Knott’s Berry Farm tickets, and a two-night hotel stay at The Westin, Anaheim Resort. Additionally, the Communications team secured two 'Arizona Mid-Day' segments for Visit Anaheim & Get Away Today, garnering 50 million impressions.
SAN DIEGO – FOX5The Communications team partnered with FOX5 in San Diego to drive attendance to WonderCon. Given that San Diego is home to Comic-Con, WonderCon’s sister convention, Visit Anaheim sought to target those attendees and drive visitation to Anaheim. This partnership included three recorded segments with the host of the 'Localist SD' show and Jay Burress, in addition to online coverage promoting the giveaway, which consisted of two WonderCon tickets and a two-night hotel stay at the Hilton Anaheim. This media partnership resulted in 9 million impressions.
Broadcast Partnership: Spring 2023
Broadcast Partnership: Summer 2023
SAN ANTONIO – KEN5While Visit Anaheim was attending IPW in San Antonio, the Communications team took the opportunity to partner with the local CBS affiliate, KEN5, to promote visitation to Anaheim. While San Antonio isn’t a top market at this time, it’s only a 3-hour flight; therefore, the team sought to put Anaheim at the top of mind for residents when planning a vacation. The team secured an interview for Jay Burress on KEN5’s morning show, 'Great Day San Antonio,' where he discussed Texan’s top points of interest, resulting in nearly 200,000 media impressions.
LOS ANGELES – KTLAIn support of one of Anaheim’s largest fan conventions, the team partnered with KTLA to drive attendance from Los Angeles. The partnership with KTLA included two segments with the tech reporter on KTLA’s 'LA Unscripted' show, live coverage of the convention, and promotional spots promoting a giveaway. The giveaway included four VidCon passes, a three-night hotel stay at the Anaheim Marriott, and four tickets to Knott’s Berry Farm. This partnership garnered 1.2 million impressions.
Social MediaVisit Anaheim continues to share content highlighting Anaheim’s culinary scene and hotels, as well as things to do in Anaheim. This content is shared across Visit Anaheim’s Facebook, Instagram, Twitter, TikTok, LinkedIn, and YouTube accounts. The content is shared to an audience of 333,179 users. Total social media impressions: 33,009,921
Influencer PartnershipsVisit Anaheim continues to partner with a variety of social media creators to highlight Anaheim attractions, restaurants, and hotels. Since July 1, 2022, Visit Anaheim has completed 68 influencer campaigns resulting in 25,745,098 total impressions.
Video ContentVisit Anaheim created and launched more than 48 pieces of social media video content highlighting a variety of Anaheim events, hotels, restaurants, and activities. The videos were shared to Visit Anaheim’s Facebook, Twitter, Instagram, and TikTok. Total impressions: 4,261,879
Digital Savings Passes
Visit Anaheim Savings Pass PromotionTo promote the Visit Anaheim Savings Pass, Visit Anaheim published multiple Facebook and Instagram ads targeting users that expressed interest in restaurants and deals, with the goal of increasing Sip, Savor and Shop Pass redemptions. Total impressions: 1,781,238Visit Anaheim Brew Pass Promotion To promote the all-new Visit Anaheim Brew Pass, Visit Anaheim published multiple Instagram and Facebook ads, partnered with influencers, and produced several Instagram Reels. All content highlighted each Anaheim brewery with an offer on the pass resulting in more that 1,500 pass downloads. Attendee Perks Pass PromotionVisit Anaheim promoted the Attendee Perks Pass (Show Your Badge and Save 2.0) to a 1-mile radius of the Anaheim Convention Center via Facebook and Instagram ads. The ads targeted attendees of marquee events like NAMM, VidCon, and Natural Products Expo West. Total impressions: 183,298 2024 Communications FocusCommunications will develop more in-market activations through broadcast partnerships, influencer partnerships and expanded media relations work within our target markets to impact our direct consumer reach. These efforts continue to be key drivers for our overall engagement activity and impressions.Broadcast partnerships•Partner with media stations to drive visitation to the destination, increase attendance at Anaheim Convention Center and community events, and support in-market activations.Influencer partnerships•Collaboration with social media influencers inkeyverticals such as travel, family, food, etc. and within key markets including Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Salt Lake City, Canada and Mexico will help expand our reach for the destination and our partners.
Media Relations•Writing and pitching press releases around data-driven news, economic impact, and Anaheim events. Host media at various points through the year to highlight the destination.
Business IntelligenceIntroducing our Business Intelligence/ IT department: customizable reporting packages and dashboards. These cutting-edge reports provides actionable insights and a comprehensive view of industry trends. By harnessing data from various platforms, we have created a transformative tool to empower partners in making informed decisions and thriving in the market.
This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.DATA ANALYTICS This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.DATA ANALYTICS This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.DATA ANALYTICS This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.DATA ANALYTICS This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.DATA ANALYTICS This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.DATA ANALYTICS This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.DATA ANALYTICS Manages online presence, distribution channels, and e-commerce platforms. Websites, mobile applications, and online booking systems.ONLINE PRESENCE AND DISTRIBUTION Analyze operational data from different departments like housekeeping, food & beverage, and front desk to identify bottlenecks, streamline processes, and improve efficiency.
OPERATIONAL EFFICIENCY
Helps businesses build and maintain strong customer relationships.CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Visitor VolumesAnaheim welcomed 24.9 million visitors in 2022, including 16.4 million day visitors and 8.4 million overnight visitors. The number of total visitors was 25% higher than 2021 and 2.9% higher than 2019. $6.0B + $3.4B = $9.4BDIRECT VISITOR SPENDINGINDIRECT & INDUCED SPENDINGTOTAL BUSINESS SALES
24.9 MILLIONTOTAL VISITORS TO ANAHEIM IN 2022
Total Economic ImpactThe direct visitor spending of $6 billion in Anaheim generated a total of $9.4 billion in total business sales. This total economic impact supported over 63,000 jobs and generated $2.7 billion in Total Labor Income Impact.
TaxesThe economic impacts attributable to tourism generated significant fiscal (tax) impacts as they cycled through the regional economy. Overall, tourism generated $714 million in state and local tax revenues in 2022. $208M Sales Tax Revenues$158M Lodging Tax Revenues$198M Property Tax Revenues ++=
$714MTotal State & Local Tax Revenues
Source: Tourism Economics
Total Anaheim Visitor Volume(MILLIONS)
In 2022, Anaheim surpassed 2019 in visitor volume by 2.8% and are expected to grow year-over-year for the next several years.
Source: Tourism Economics
Percentage Change in Visitors to AnaheimYEAR ON YEAR % CHANGE In 2022, Anaheim saw a 53.3% increase over 2019 in Overnight Visitors. By year-end 2023, Anaheim is expected to surpass 2019 in both Overnight and Day Visitors.
Anaheim Lodging Forecast
Source: Tourism Economics
In 2022, Anaheim surpassed 2019 in Room Revenue, with an increase of 32.8%.
In terms of year over year growth compared to 2021, Anaheim saw a positive increase in all lodging metrics.
Looking forward, by year end of 2023, Hotel Supply, Hotel Demand, ADR, RevPAR and Room Revenue will have surpassed pre-pandemic levels.
2024 Business Intelligence & IT FocusOur Business Intelligence strategy for 2024 is to use Artificial Intelligence (AI) to analyze data from a variety of sources.This will support performance across the organization. In addition, plans include enhanced department reporting, training, and IT security education and protection.AI Data Analysis•Finalize which AI tool to use (Google, ChatGPT, or CoPilot) and get licensing.•Create a repository for AI data.•Connect the following data sources: Simpleview, CVENT BI, Arrivalist/NEAR, Sprout Social, Google Analytics, Epsilon, Tourism Economics, Economic Impact, ll of Symphony, and Campus Hotels.•Create monthly/quarterly/annual analysis reports, combining the CEO report with either SV/STR/or TE to compare internal progress/data to outside sources.•Create automated report cards for Campus Hotels, starting with a small data set and then branching out to include it in the partner portal.•Identify trends in Simpleview and CVENT BI data to pinpoint where to locate new datasets.•Partner with the OCBJ Book of Lists to start looking at other data sets that can help fill lead pipelines (primarily for meeting sales).Enhanced Department ReportsCreate enhanced department reports using Co-op data, STR Data, and SV Data.
TrainingProvide Google AI tool training for the Business Intelligence team.Survey Reports/Analytics/BI Package Reporting•Analyze Association Insights to understand what partners expect from the DMO in terms of leads (quality, quantity, size, and market segment).•Secure Business Intelligence bundle reporting with additional regional DMOsIT StrategyImplement new IT security measuresand SOPs•Implement a password policy using a password manager toolAsset management•Develop one database to retain hardware and softwareTraining•Google AI, Project Management and IT Network Training 2023 KPI’s
*
2024 KPI’s
5350
Visit AnaheimStatement of Income and Expense***UNAUDITED FINANCIALS** Visit AnaheimBalance Sheet through 6/30/23***UNAUDITED FINANCIALS** PAGE 1
VISIT ANAHEIM
BALANCE SHEET
JUNE 30, 2023
ASSETS
CURRENT ASSETS
CASH IN BANK-SCHEDULE A 4,434,923
MARKETABLE SECURITIES 16,762,632
PREPAID EXPENSES 1,076,754
ACCOUNTS RECEIVABLE - SCH B 2,297,555
TOTAL CURRENT ASSETS 24,571,864
PROPERTY & EQUIPMENT
LEASEHOLD IMPROVEMENTS 346,996
TID-FURNITURE & FIXTURES 1,386,065
AUTOMOBILE 60,056
ACCUMULATED DEPRECIATION (1,521,363)
TOTAL PROPERTY & EQUIPMENT 271,754
OTHER ASSETS
INVESTMENTS 2,042,624
SECURITY DEPOSIT 368,011
TOTAL OTHER ASSETS 2,410,635
TOTAL ASSETS $ 27,254,253
LIABILITIES AND FUND BALANCE
CURRENT LIABILITIES
ACCOUNTS PAYABLE 893,065
OTHER PAYABLES (10,700)
VACATION PAYABLE 222,192
ADVANCE MEMBERSHIP DUES 10,919
ACCRUED PAYROLL & PAYROLL TAX 568,086
PENSION PLAN PAYABLE 331,163
DUE TO ATID 479,097
TOTAL CURRENT LIABILITIES 2,493,822
LONG-TERM LIABILITIES
DEFERRED COMPENSATION 2,076,458
DEFERRED RENT 696,734
TOTAL LONG-TERM LIABILITIES 2,773,192
TOTAL LIABILITIES 5,267,014
FUND BALANCE
FUND BALANCE 16,744,847
RESTRICTED NET ASSETS 2,079,980
RESTRICTED NET ASSETS-CY (185,550)
NET INCOME 3,347,962
TOTAL FUND BALANCE 21,987,239
TOTAL LIABILITIES & FUND BAL. $ 27,254,253
FOR MANAGEMENT PURPOSES ONLY
PREPARED BY A/OC VCB FINANCE/ADMINISTRATION DEPARTMENT
Visit AnaheimStatement of Income and Expense***UNAUDITED FINANCIALS**
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