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Marketing
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.
Website: VisitAnaheim.org
Website performance in 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.
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7/1/22 - 6/30/23: 716,969 Users
7/1/21 -6/30/22: 615,481 Users
16.5% increase in website users
year-over-year
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Website: New Dynamic Content
New 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.
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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 Guide was 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.
2023 Visit Anaheim Destination Guide
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
the destination guide making the
publication available worldwide.
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
Mvisit
Bandwango Savings Pass Development
and Promotion
We 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.
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New Leisure/Meetings + Conventions
(M+C) Campaign Development
Visit 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.
The Visit Anaheim Marketing team will continue to focus on Meetings and Conventions, Leisure and Local/ln-Market
efforts. In addition, new focus will include Luxury Marketing, Accessibility (DEI) Marketing and Digital Marketing as
outlined below:
Luxury Marketing
Develop Luxury Microsite
Create Domestic and International Luxury Travel Advisor Training Module
• Expand presence at Virtuoso Travel Week
• Spring Photoshoot to round out creative assets
Accessibility (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 assets
The 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.
Communications
JOIN THE CONVO!
^&.
^
Our 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 1.88 impressions between
July 1, 2022, to June 30, 2023.
Media Relations
Visit 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: 472
Total media impressions: 1,812,141,283
VISIT ANAHEIM CELEBRATES
ANGELS OPENING DAY WITH
NATIONAL SURVEY ON RISE OF
SPORTS TOURISM
Research Shows 45% of Sports Fans wilt Travel Intantationalty and Plan a Vacation Basad on When and WhcfB thdr Favofito Team is Playing AnatiBim. CA (Apnl 07, 2023) - Visit Anahelm, tho official...
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VISIT ANAHEIM WELCOMES NEW
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RofirUo Collins Selected to Load Sates (ind Swvrcfls Division for Anahoim'a Convention & Visitor Bureau ANAHEIM. Calrf. (March 2. 2023) - Visit Anahofm, the o(f>cial desttnallon markeling, Ht-.,-.d f/.a^ -
LOOKING AHEAD AT THE
GREATEST HITS COMING TO
ANAHEIM IN 2023
Visit Anaheim Embfacoa Tourism with New Holots, CvofHs, Rcslauranls, Bwivorios and Transportat»on this Yoar ANAHEIM.
Calif. (Janua/v 18. 2023) Visit Anahoim. the official doatination ofganfMtton..,
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VISIT ANAHEIM CARES TO
SPONSOR LOCAL FAMILIES IN
NEED OF PERMANENT HOUSING
Over 450 PBrtnon Challongod to Join tbs Causa nt Visit
Anahalm's Annual Mwting ANAHE1M. Calif, (Dw;. 20, 2022) - Vlsil Anaheim, tho official doatlryilion maikoting organitatkm for Anahaim.
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Broadcast Partnership: Fall 2022
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WONDERCON
MARCH 24-26
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Broadcast Partnership: Fall 2022
LAS VEGAS - KLAS8
Visit Anaheim partnered with KLAS-TV, a Las Vegas-based station, to promote holiday travel to Anaheim. As a result, Visit Anaheim highlighted the JW Marriott, Anaheim Resort, Knott's Merry Farm, Unsung Brewery, and Howard Johnson Anaheim Hotel and Water Playground. The team was also able to discuss 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 four tickets to Knott's Berry Farm, four tickets to a Ducks game, and a two-night stay at the JW Mamott, Anaheim Resort resulting in over 16 million media impressions.
SAN FRANCISCO - NBC
To 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
LOS ANGELES - KTLA
Visit 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.
Broadcast Partnership: Winter 2022
SAN DIEGO-ABC10
The 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.
Visit
Broadcast Partnership: Winter 2023
PHOENIX-KPNX12
Visit 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.
Broadcast Partnership: Spring 2023
SAN DIEGO - FOX5
The 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.
Visit
Broadcast Partnership: Spring 2023
SAN ANTONIO - KENS
While Visit Anaheim was attending IPW in San Antonio, the Communications team took the opportunity to partner with the local CBS affiliate, KENS, 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 KENS's morning show, 'Great Day San Antonio,' where he discussed Texan's top points of interest, resulting in nearly 200,000 media impressions.
Broadcast Partnership: Summer 2023
LOS ANGELES - KTLA
In 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 Media
Visit Anaheim continues to share content highlighting Anaheim's culinary scene and hotels, as well as things to do in Anaheim. This content is shared across Visit Anaheim's Facebook, Instagram, Twitter, TikTok, Linkedln, and YouTube accounts. The content is shared to an audience of 333,179 users.
Total social media impressions: 33,009,921
Impressions, by Month
I Twitter ^ Facebook ® Instagram Linkedln
Influencer Partnerships
Visit 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.
calif oodventure 0 • Following
Original audio
SAMPLE TRADITIONAL JAPANESE EATS
LIKE RAMEN, TAKOYAKI, OR YAKITORI
•••*-
THERE WILL BE LIVE PERFORMANCES
BOTH DAYS, RANGING FROM
JAPANESE DRUMMERS TO MARTIAL
ARTISTS n
DOWNLOAD VISIT ANAHEIM'S SIP,
SAVOR, AND SHOP PASS TO REDEEM
50% OFF JAPANESE DRAFT BEER AT
THEEVENTI"
MORE INFO AVAILABLE FROM THE LINK
IN ®VISITANAHEIM'S BIO u
COME THRU:..
(fTASTEOFJAPAN (IANAHBM
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0Add a comment...
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eye.of.ty 0 • Following
Paid partnership with
visttanaheim
Anaheim Artlc Station
eye.of.ty 0 7w
The @articanahelm building In
@visitanaheim is home to some of the
coolest public transportation
architecture I've come across in the US.
I'm having a ton of fun exploring
Anaheim and seeing everything this
stunning city has to offer. I hope you'll
Join me this week to see what else we
find w ffvisitansheim ^sponsored
eye.of.ty 0 7w
ffvisitcalifomia ^Californiae
V Q ^
~BB 1,574 likes
0Add a comment...
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Video Content
Visit Anaheim created and launched more
than 48 pieces of social media video
content highlighting a variety ofAnaheim
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
Isbeeracarb
Paid partnership with viiitannhelm
Original audio
Isbeeracarb Elevate your brewery visits with prizes and deals... for FREE »'• #ad
Visit the Ovisitanahelm webslte to scoop up an •Anahelm Brew Pass—. Check In at participating breweries and earn points. Save up SOOpts and win a commemorative beer stein (while supplies last). You were gonna have beers anyways, why not compete with your buddies for a prize? ^ 'must be #21 +
Participating Breweries + their Deals:
tfi @radi3ntbeerco -15% off your tab
t>i @bottle)og!cbrewing - 20% off any full pour
to' @noblealeworks - pint bogo special
b' @>brewheim -10% off total bill
h' ©atlamericanbw - 50% off a sandwich
Pro traveler tip: Stay at T @hyatthouse_anaheim to be superrrr close to breweries and other activities. We even had a sweet little kitchen In our room.
More details at visitanaheim.org
tfvisitanaheim ffanahelmcalifornla ffcabeer ffcalifornlabeer View insights •il.I.UI.R
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®3^ Liked by nobtoaleworks and 1,596 others
(y) Add a comment...
Visit Anaheim Savings Pass Promotion
To 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: 1,781,238
Visit 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. Alt content highlighted each Anaheim brewery with an offer on the pass resulting in more that 1,500 pass downloads.
Attendee Perks Pass Promotion
Visit 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
Communications 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.
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.
Influencer partnerships
• Collaboration with social media influencers in key verticals 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.
Business Intelligence
Introducing 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.
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. ,!.'|i"" .i,:, !''.M.';";1 ;,.li'1.1.''; ;,;^ !l:'1 :',;i'1;1'1 Manages online presence, distribution channels, and e-commerce platforms.
Websites, mobile applications, and online booking systems.
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.
Analyze operational data from different departments like housekeeping, food & beverage, and front desk to identify bottlenecks, streamline processes, and improve efficiency.
Helps businesses build and maintain strong customer relationships.
Visitor Volumes
Anaheim 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.
Total Economic Impact
The 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,QQQjobs_anct generated $2.7 billion in Total
Labor Income Impact.
Taxes
The 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.
24.9 MILLION
TOTAL VISITORS TO ANAHEIM IN 2022
$6.0B + $3.4B =
DIRECT
VISITOR
SPENDING
INDIRECT &
INDUCED
SPENDING
$9.4B
TOTAL BUSINESS
SALES
$208M + $158M + $198M =
Sales Tax
Revenues
Lodging Tax
Revenues
Property Tax
Revenues
$714M
Total State & Local
Tax Revenues
Total Anaheim Visitor Volume
Percent i/a.iue relative to 2019
1 UOL:L
24.2ls*"*n
0_ ••-.
19.9 1'Jri-.:,
24.9 " 1 :r.'^
27.4 ny%
28.429.0
b2'^
12.5 In 2022/Anaheim
surpassed 2019 in
visitor volume by 2.8%
and are expected to
grow year-over-year
for the next several
years.
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Source: Tourism Economics
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Percentage Change in Visitors to Anaheim
YEAR ON YEAR % CHANGE
Day vs. overnight visitors in Anaheim
(Millions)
16.4 16.714.0
2019
9.1 2020
Source: Tourism Economics
18.118.5
g g g
2021 2022 2023 2024
• Overnight Day
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.
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Anaheim Lodging Forecast
Levels
2018
2019
2020
2021
2022
2023
2024
2025
Growth
2019
2020
2021
2022
2023
2024
2025
Relative to 2019
2020
2021
2022
' 2023
2024
2025
Hotel supply
(daily)
19,993
19,870
14,752
18,907
21,682
21.448
21,886
22.236
-0.6%
-25.8%
28.2%
14.7%
-1.1%
2.0%
1.6%
74%
95%
109%
108%
110%
112%
Hotel room
demand (daily)
16,238
16,243
5,661
10,431
16,121
16,183
16387
16,858
0.0%
-65.2%
84.3%
54.5%
0.4%
1.3%
2.9%
35%
64%
99%
100%
101%
104%
Occupancy
81.2%
81.7%
38.4%
55.2%
74.3%
75.5%
74.9%
75.8%
0.6%
-53.1%
43.8%
34.8%
1.5%
-0.8%
1.3%
47%
67%
91%
92%
92%
93%
ADR
$169.50
$179.01
$135.42
$178.02
$216.14
$238.69
$243.57
$249.72
5.6%
-24.4%
31.5%
21.4%
10.4%
2.0%
2.5%
76%
99%
121%
133%
136%
140%
RcvPAR
$137.67
$146.34
$51.96
$98.22
$160.70
$180.10
$182.37
$189.33
6.3%
-64.5%
89.0%
63.6%
12.1%
1.3%
3.8%
36%
67%
110%
123%
125%
129%
Room revenue
$1,004.6136.525
$1,061302394
$279,7X2,959
$677,800,199
$1.271 808.662
$1,409,886,083
$1,456,854,079
$1,536,573,565
5.6%
-73.6%
142.3%
87.6%
10.9%
3.3%
5.5%
26%
64%
120%
133%
137%
145%
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.
Source: Tourism Economics
Our Business Intelligence strategy for 2024 is to use Artificial Intelligence (Al) 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.
Al Data Analysis
• Finalize which Al tool to use (Google, ChatGPT, or CoPilot) and get licensing.
• Create a repository for Al data.
• Connect the following data sources: Simpleview, CVENT Bl, Arrivalist/NEAR, Sprout Social, Google Analytics, Epsilon, Tourism Economics, Economic Impact, II of Symphony, and Campus Hotels. • Create monthly/quarterly/annual analysis reports, combining the CEO report with either SV/STR/orTE 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 Bl 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 Reports
Create enhanced department reports using Co-op data, STR Data, and SV Data.
Training
Provide Google Al tool training for the Business Intelligence team.
Survey Reports/Analytics/BI Package Reporting
• Analyze Association Insights to understand what partners expect from the DM0 in terms of leads (quality, quantity, size, and market segment). • Secure Business Intelligence bundle reporting with additional regional DMOs
IT Strategy
Implement new IT security measures and SOPs
• Implement a password policy using a password manager tool Asset management
• Develop one database to retain hardware and software
Training
• Google Al, Project Management and IT Network Training 2023 KPI's
2023 VISIT ANAHEIM KPI
Convention Bookings
Definite Economic Impact
Marketing Impressions
Community Service
Partnership Revenue
Exceeded
Expectations
u
51 $1,400,000,000
1,700,000,000
400
$1,098,925
Fully Met
Expectations
H
48 $1,300,000,000
1,600,000,000
375
$1,065,000
Did Not Meet
Expectations
B
2023
ACTUALS
4 4
4 4
4 Final #'s per
Dashboard
51 $2,009,932,135.25
2,234,159,838
443
$1,098,925.00*
Descriptions
Convention Bookings including Sports Convention >1,000 Peak Rooms and utilizing ACC Direct/lndirect Economic Impact from Definite Bookings from Convention, Meeting and Sports Sales
Total of earned media/advertising/social impressions.
Goal based on 7.5 hours per employee. Must be a non-profit organization within Orange County and approved by supervisor
Revenues include dues, listings, sponsorships, web ads, registrations and coupons sollected by Partnership ('Pending December 2023 Financial close.)
RATING MATRIX
KPI
1 2
3 4
5 Convention Bookings
Definite Economic Impact
Marketing Impressions
Community Service
Partnership Revenue
ACHIEVE
4 4
4 4
4 TOTALS
WEIGHT
ASSIGNED
30%
20%
20%
15%
15%
100%
WEIGHTED
% EARNED
1.20 0.80
0.80 0.60
0.60 4.0
2024 KPI's
2024 VISIT ANAHEIM KPI
Convention Bookings
Definite Economic Impact
Marketing Impressions
Community Service
Partnership Revenue
Sports Commleslon Bookings
Sports Commission Convention Bookings
Sports Commission Economic Impact
Exceeded
Expectations
0 53
$1,600,000,OOC
2,100,000,000
42E
t 1,223,000
95 ^
$206,388,000
Fully Met
Expectations
a
50 $1,450,000,000
1,900,000,000
400
$ 1,198,000
90 4
$200.388,000
Did Not Meet
Expectations
B
Final #'s
2024 per
ACTUALS DashboardDescriptions
3onvention Bookings >1,000 Peak Rooms and utilizing ACC Direct/lndlrect Economic Impact from Definite Bookings from Convention, Meeting and Sports Sales Fatal of earned medla/advertlslngfeocial Impressions.
3oal based on 7.5 hours per employee. Must be a non-profit organization within Orange County and approved by supervisor
revenues include dues, listings, sponsorships, web ads, registrations and coupons collected by 3artnership
3ookings based in Anaheim, Garden Grove, Costa Mesa, Huntington Beach, Mission Viejo, and Santa \na
Sports Conventions >1,000 Peak Rooms and utilizing ACC
31rect/lndirect Economic Impact from Definite Bookings from Sports Sales 1 2
3 4
5 6
7 8
RATING MATRIX
KPI
Convention Bookings
Definite Economic Impact
Marketing Impressions
Community Sewlce
Partnership Revenue
Sports Commission BoofdnQS
Sports Commission Convention Bookings
Sports Commission Economic Impact
WEIGHT
ACHIEVE ASSIGNED
TOTALS
30%
20%
20%
15%
15%
100%
WEIGHTED
% EARNED
o.oo
0.00 0.00
0.00 0.00
0.00 0.00
0.00 0.0
Visit Anaheim
Statement of Income
and Expense
***UNAUDITED FINANCIALS**
Fiscal
Year Ending
6/30/2023
REVENUE
T.I.D. ANAHEIM
T. I. D. GARDEN GROVE
BUREAU PARTNERSHIP DUES
OTHER INCOME
TOTAL REVENUE
EXPENSES
BUSINESS INTELLIGENCE
CLERICAL & ADMINISTRATION
COMMUNICATIONS
CONVENTION SALES
DESTINATION SERVICES & EVENTS
MARKETING
PARTNERSHIP DEVELOPMENT
SPORTS DEVELOPMENT
TOURISM
ANAHEIM CHAMBER OF COMMERCE
DEPRECIATION EXPENSE
TOTAL OPERATING EXPENSES
NET
$ 20,633,981
1,913,775
919.730
1,200,615
$ 24,668,101
268,789
3,365,315
875,979
4,454,194
869,704
2,174,080
607,769
549,091
1,455,679
732,190
240,000
$ 15,592,790
$ 9,075,311St
Visit Anaheim
Balance Sheet
through 6/30/23
***UNAUDITED FINANCIALS**
CURRENT ASSETS
CASH IN BANK-SCHEDULE A
MARKETABLE SECURITIES
PREPAID EXPENSES
ACCOUNTS RECEIVABLE - SCH B
TOTAL CURRENT ASSETS
PROPERTY & EQUIPMENT
LEASEHOLD IMPROVEMENTS
TID-FURNITURE & FIXTURES
AUTOMOBILE
ACCUMULATED DEPRECIATION
TOTAL PROPERTY & EQUIPMENT
OTHER ASSETS
INVESTMENTS
SECURITY DEPOSIT
TOTAL OTHER ASSETS
TOTAL ASSETS
CURRENT LIABILITIES
ACCOUNTS PAYABLE
OTHER PAYABLES
VACATION PAYABLE
ADVANCE MEMBERSHIP DUES
ACCRUED PAYROLL & PAYROLL TAX
PENSION PLAN PAYABLE
DUE TO ATID
TOTAL CURRENT LIABILITIES
LONG-TERM LIABILITIES
DEFERRED COMPENSATION
DEFERRED RENT
TOTAL LONG-TERM LIABILITIES
TOTAL LIABILITIES
FUND BALANCE
FUND BALANCE
RESTRICTED NET ASSETS
RESTRICTED NET ASSETS-CY
NET INCOME
TOTAL FUND BALANCE
TOTAL LIABILITIES & FUND BAL.
VISIT ANAHEIM
BALANCE SHEET
JUNE 3», 2023
ASSETS
4.434.923
16.762.632
1,076,754
2.297.555
346.996
1.386,065
60.056
(1,521,363)
2.042.624
368.011
$
LIABILITIES AND FUND BALANCE
893.065
(10.700)
222.192
10,919
568.086
331.163
479,097
2.076,458
696,734
16.744.847
2,079,980
(185.550)
3,347,962
$
24,571,864
271,754
2,410,635
27,254,253
2,4!>3,822
2,773,192
5,2(7,014
21,987,239
27,254,253
VISIT ANAHEIM
STATEMENT OF INCOME AND EXPENSE
Visit Anaheim
Statement of Income
and Expense
***UNAUDITED FINANCIALS**
REVENUE
T.I.D. ANAHEIM
T.I.D. GARDEN GROVE
BUREAU PARTNERSHIP DUES
OTHER INCOME
APPROVED
BUDGET
2024
$ 22,700,000
2,300,000
1,000,000
1,486,000
TOTAL REVENUE $ 27,486,000
EXPENSES
BUSINESS INTELLIGENCE 727,600
CLERICAL & ADMINISTRATION 4,103,400
COMMUNICATIONS 1,752,600
CONVENTION SALES 5,920,900
DESTINATION SERVICES & EVENTS 1,415,400
MARKETING 4,298,600
PARTNERSHIP DEVELOPMENT 1,1 54,600
SPORTS DEVELOPMENT/OCSC 850,900
TOURISM 2,816,800
RESTRICTED FUNDS 4,445,200
TOTAL OPERATING EXPENSES $ 27,486,000
NET
Approved by the Visit Anaheun Board of Directors on
12/19/23
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