GGTID Advisory Board (the “Annual Report”). At the April 22, 2025, City Council meeting, the City Council received the Annual Report from the GGTID Advisory Board and adopted a Resolution approving the Annual Report, declared its intention to levy and collect an annual assessment for FY 2025-26 in the GGTID, and setting a public hearing on the annual report and proposed assessment for the meeting scheduled on May 13, 2025.
DISCUSSION
The GGTID Advisory Board annual report for FY 2025-26 contains a proposed budget for use of the anticipated assessment revenues for the year and proposes no changes (i) to the boundaries of the GGTID, (ii) in the GGTID improvements and activities authorized by Resolution No. 9009 -10 and Ordinance No. 2782, or (iii) in the amount of the annual assessment or the method and basis for the levying the assessment. The GGTID Advisory Board is recommending that the annual assessments for FY 2025-26 continue to be two and one-half percent (2.5%) of the gross rent charged by the operator per room occupancy per night for all transient occupancies for each visitor accommodation facility in Tier I and (ii) one-half percent (0.5%) of the gross rent charged by the operator per room occupancy per night for all transient occupancies for each visitor accommodation facility in Tier II.
On February 22, 2011, the City Council approved an agreement with the Anaheim/Orange County Visitor & Convention Bureau (“VCB”) (currently known as “Visit Anaheim”), pursuant to which, approximately 80% of the GGTID assessment revenue collected is allocated to the VCB to fund collective tourism marketing efforts or retained by the City for future Harbor Boulevard median improvements and a future transit system. The remaining (approximately 20%) of the GGTID assessment is allocated to fund specific improvements along Harbor Boulevard and other tourism promotion activities in Garden Grove in accordance with the Annual Report. These funds are administered by the Garden Grove Tourism Promotion Corporation ("GGTPC") pursuant to an agreement with the Garden Grove Tourism Promotion Corporation approved by the City Council on September 27, 2011.
Before the annual assessment can actually be levied on the affected visitor accommodation facilities for the next fiscal year, the City Council must conduct a Public Hearing to hear and consider all protests against the levying of proposed assessments for FY 2025-26 and/or other matters provided in the Annual Report submitted by the GGTID Advisory Board. Notice of the Public Hearing in the form of the Resolution of Intention adopted at the April 22, 2025, City Council meeting was published ten (10) days before the hearing and mailed to each visitor accommodation facility subject to the proposed assessment in accordance with the Law.
After the public hearing, the City Council may take one of the following actions:
1) Terminate proceedings if written protests are received from the owners of the businesses in the GGTID that will pay fifty percent (50%) or more of the assessments proposed to be levied (a “majority protest”). If a majority protest is received, no further proceedings to levy the proposed assessment may be taken for a period of one (1) year from the date of the finding of a majority protest by the City Council. If the majority protest is against the furnishing of a specified type or types of improvement or activity within the area, those types of improvements or activities must be eliminated.
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Item 166/2025
2) Order changes in any of the matters provided in the Annual Report, including changes in the proposed assessments and/or the proposed improvements and activities to be funded with the revenues derived from the levy of assessments. If changes are ordered, notice and a new public hearing will be required before the City Council may adopt a Resolution confirming the Annual Report as modified and levying the assessment.
3) Adopt the proposed Resolution confirming the Annual Report as originally submitted and levying the assessment on those visitor accommodation facilities within the boundaries of the GGTID for FY 2025-26, commencing July 1, 2025, and continuing through June 30, 2026.
FINANCIAL IMPACT
It is estimated that the GGTID will produce approximately $2,800,000 in annual assessment revenues for local tourism promotion efforts, and most of these funds will be administered by the VCB and the GGTPC . Any actual administrative costs incurred by the City in relation to the GGTID annual levy will be reimbursed through assessment revenues, up to a percentage cap of assessments collected.
RECOMMENDATION
It is recommended that the City Council:
Conduct a public hearing for the proposed annual levy of assessment and other matters provided in the annual report submitted by the Garden Grove Tourism Improvement District Advisory Board;
Receive the report from the City Clerk regarding any protests received; and
Adopt the Resolution confirming the Annual Report, and levying the assessment for the Garden Grove Tourism Improvement District for Fiscal Year 2025-26, assuming there is not a majority protest.
ATTACHMENT(S)
1. GGTID Annual Report
2. Visit Anaheim Report
3. Resolution
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GARDEN GROVE TOURISM IMPROVEMENT DISTRICT
ADVISORY BOARD REPORT
Fiscal Year 2025–2026
Prepared in accordance with the Parking and Business Improvement Area Law of 1989 (California Streets and Highways Code § 36500 et seq.)
The Garden Grove Tourism Improvement District (GGTID) was established by the Garden Grove City Council in accordance with the Parking and Business Improvement Area Law of 1989, California Streets and Highways Code section 36500 et seq. (referred to as the “Law”), through the adoption of Resolution No. 9009-10 on August 24, 2010, and Ordinance No. 2782 on October 26, 2010.
The purpose of the GGTID is to provide revenue to defray the costs of advertising and marketing efforts designed to increase overnight stays in the GGTID, for construction and for maintenance of improvements in the GGTID. It will also provide other services, activities, and programs that promote and encourage tourism within the GGTID, which will benefit the Operators of Visitor Accommodation Facilities paying assessments through the promotion of scenic, recreational, cultural, and other attractions.
Pursuant to Ordinance No. 2782, the Board of Directors of the Garden Grove Tourism Promotion Corporation, a California non-profit mutual benefit corporation, serves as the GGTID Advisory Board. In accordance with Ordinance No. 2782 and California Streets and Highways Code Section 36533, the Advisory Board is required to annually prepare and submit to the City, a report for the upcoming fiscal year, which is required to contain the following:
1. Any proposed changes in the boundaries of the GGTID or the benefit zones within the GGTID.
2. The GGTID improvements and activities to be provided in the upcoming fiscal year from GGTID assessment revenues and/or any other contributions from sources other than GGTID assessment revenues.
3. An estimate of the cost of providing the GGTID improvements and the activities for the upcoming fiscal year.
4. The method and basis of levying the assessment in sufficient detail to allow each Visitor Accommodation Facility to estimate the amount of the assessment to be levied against the Visitor Accommodation Facility for the fiscal year, and any proposed changes to the method and basis of levying the assessment.
5. The amount of any surplus or deficit revenues to be carried over from the previous fiscal year.
6. The amount of any contributions to the GGTID to be made from sources other than assessments levied against the Visitor Accommodation Facilities.
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1. CHANGES TO BOUNDARIES AND BENEFIT ZONES
No Changes to Boundaries Proposed
The GGTID boundaries encompass certain real property in Garden Grove generally fronting or near Harbor Boulevard, from the northern boundary of the City to Garden Grove Boulevard. The GGTID includes two (2) benefit zones:
• Tier I: All real property within the GGTID north of Lampson Avenue. • Tier II: All real property within the GGTID south of Lampson Avenue.
A map of the GGTID and its two benefit zones is on file with the Garden Grove City Clerk.
No changes to these boundaries or benefit zones are proposed for Fiscal Year 2025–2026.
2. PROPOSED ACTIVITIES FOR FISCAL YEAR 2025–2026
The GGTID improvements and activities to be provided (funded by GGTID assessment revenues and other possible contributions) include:
1. Development of a New Destination Website
o Creation of a dynamic online platform showcasing Grove District hotel offerings, renovations, dining, entertainment, and transportation. o Designed to convert digital interest into overnight bookings, increase occupancy rates, and drive visitor spending.
o Serves as a centralized hub for marketing campaigns, partnerships, and strategic branding efforts.
2. Foods of Garden Grove LIVE 2025
o Building on the success of the 2024 event, this culinary festival will feature local restaurants, diverse cultural showcases, chef demonstrations, influencer meetups, and interactive tastings.
o Enhanced digital integration with AI-powered promotions and real-time audience engagement.
o Aims to raise regional awareness, support local businesses, and highlight Garden Grove’s vibrant food scene.
3. Maintenance Activities
o Ongoing maintenance of sidewalks, landscaping, bus shelters, and palm tree lighting--particularly along Harbor Boulevard between Chapman Avenue and Garden Grove Boulevard.
o Enhancements intended to maintain a clean, attractive environment that encourages visitor engagement.
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4. Private Security
o Implementation of private security measures to bolster safety throughout the Grove District.
o Emphasizes improved public perception, visitor confidence, and overall district security.
5. Trade Mission
o Promotion of Garden Grove in emerging domestic and international markets to elevate the City’s profile as a premier tourist destination. o Focuses on increasing visitor arrivals, boosting hotel occupancy, and driving regional economic growth.
6. Garden Grove Chamber of Commerce Tourism Initiatives o Continued strategic partnership with the Garden Grove Chamber of Commerce to bolster marketing and promotional efforts.
o Utilizes Chamber-hosted events, business development programs, and advocacy efforts to expand the GGTID’s visibility.
3. ESTIMATED COSTS OF IMPROVEMENTS AND ACTIVITIES
In accordance with a 2011 agreement between the City of Garden Grove and the Visitors Convention Bureau (VCB), approximately 80% of the net GGTID assessment revenues (2.0% of the total 2.5% assessment in Tier I, and 0.4% of the total 0.5% assessment in Tier II) is allocated to Visit Anaheim for marketing and promotion benefitting Visitor Accommodation Facilities in the “Anaheim Resort District.” For Fiscal Year 2025–2026, the City retains 0.5% of gross room rent charged per occupied room night for transit or transportation systems that benefit the GGTID.
GGTID Budget for FY 2025–2026
The GGTID Budget FY 2025–2026 identifies the following estimated revenues and expenses:
Revenues
• FY 2025–2026 Estimated Revenue: $733,000
• FY 2024–2025 Carry Over: $115,000
• Total FY 2025–2026 Revenue: $848,000
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GGTID FY 2025–2026 Expenses
Category % of Total Budget (USD)
1. Marketing
A. Website 9.6% $81,408
B. Foods of Garden Grove 3.3% $27,984
2. Tourism Missions 4.0% $33,920
3. Chamber and Sponsorships 6.0% $50,880
4. Private Security 30.0% $254,400
5. Harbor Blvd. Maintenance / Utilities / Repairs 33.0% $279,840
6. Condominium Management Contract 2.1% $17,808
7. City Administrative Fees (Per Agreement) 3.0% $25,440
8. Administrative/Accounting/Auditing (Per Agreement) 4.0% $33,920
9. GGTID Reserve 5.0% $42,400
100% $848,000
4. METHOD AND BASIS FOR LEVYING THE ASSESSMENT
No Changes to Assessment Rate or Method
The annual assessments will remain at:
• Tier I: Two and one-half percent (2.5%) of the gross rent charged by the Operator per room per night.
• Tier II: One-half percent (0.5%) of the gross rent charged by the Operator per room per night.
Assessments continue to be collected monthly, at the same time and in the same manner as the City’s Hotel Visitors Tax, pursuant to Chapter 12 of Title 3 of the Garden Grove Municipal Code.
5. PRIOR YEAR SURPLUS OR DEFICIT
It is estimated that $115,000 in surplus assessment revenues will be carried over from Fiscal Year 2024–2025. These funds will be used to finance GGTID improvements and activities in Fiscal Year 2025–2026 as outlined in the budget above.
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6. OTHER CONTRIBUTIONS
No additional contributions to the GGTID from outside sources are anticipated for Fiscal Year 2025–2026.
2024–2025 Garden Grove Tourism Improvement District Accomplishments For Fiscal Year 2024–2025, the Garden Grove Tourism Improvement District (GGTID) strategically allocated marketing funds to enhance the Grove District with a focus on promoting tourism, supporting local businesses, and improving community infrastructure.
Below is a breakdown of key initiatives and allocations:
1. Marketing
o $28,413 was allocated for general marketing efforts, including promotional materials, targeted advertising campaigns, and related outreach designed to attract visitors and boost overnight stays.
2. Website
o $28,413 was specifically invested in developing a dedicated Website to showcase the Grove District’s attractions, accommodations, and dining. o In March 2025, the Garden Grove Tourist Promotion Corporation (GGTPC) selected Unbiazed to design and develop this modern, fully responsive Website that follows best practices in tourism marketing and user experience.
3. Foods of Garden Grove LIVE 2024
o $27,984 supported the City’s signature culinary event celebrating local restaurants and diverse cultural experiences.
o Leveraging AI-generated captions and geo-targeted campaigns, the event saw a 250% increase in social media engagement and over 50,000 digital impressions, with 4,000+ attendees.
4. Tourism Missions
o $33,900 was allocated to promote Garden Grove in targeted domestic and international markets. Unused funds from FY 2024–2025 (due to a canceled trade mission) were reallocated to landscaping and security.
5. Chamber and Sponsorships
o $50,088 was dedicated to partnerships with the Garden Grove Chamber of Commerce and other sponsorship initiatives, fostering broader business relationships and regional marketing opportunities.
6. Private Security Enhancement
o $254,400 was funded to enhanced private security within the Grove District, strengthening safety, visitor confidence, and overall commercial vitality.
7. Utilities, Repairs, and Landscaping
o $279,840 was used for infrastructure maintenance, including tree trimming, irrigation upgrades, and streetscape improvements along Harbor Boulevard and Chapman Avenue.
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Visit Anaheim's Annual Report Garden Grove Tourist Improvement District Since its inception in 2011, the Garden Grove Tourism Improvement District (GGTID) has consistently delivered strong returns for the City’s hotel stakeholders through its partnership with Visit Anaheim, the region’s leading tourism marketing organization. Every single year, with exception of Covid-19 pandemic years, the collaboration has demonstrated measurable value, helping to position Garden Grove hotels as competitive players in the Southern California tourism and convention market.
This strategic alliance has been central to Garden Grove’s emergence as a premier resort destination just steps away from Disneyland and the Anaheim Convention Center. From targeted group sales to national and international campaigns, the results speak for themselves: increased bookings, higher occupancy, elevated room rates, and long-term brand growth.
Hotel Industry Confidence and Continued Support
The continued endorsement and participation of Garden Grove’s hotel operators underscores the sustained confidence in Visit Anaheim’s leadership. Hotel partners report meaningful returns from the joint marketing efforts and have voiced strong support for maintaining and growing this partnership.
Visit Anaheim’s strategic planning, depth in market analytics, and national brand recognition have allowed Garden Grove hotels to extend their reach well beyond what would be possible individually.
This “strength in partnership” approach has enabled the GGTID to be intensely competitive hospitality market.
Key Accomplishments and Impacts
In FY 2024–2025 alone, Visit Anaheim’s initiatives delivered outstanding performance, including:
• 221,106 room nights booked tied to convention sales and group travel. • 104.6 million Digital impressions generated across consumer and group market campaigns. • 77,259 visitors tracked, resulting in $17 million in visitor spending in the area. • 1.16 million Website visitors, a 42% year-over-year increase, driving direct bookings. • Over 4,800 travel trade promotions completed, significantly elevating global awareness.
These initiatives contributed directly to compressed market demand, meaning higher occupancy and stronger ADR for Garden Grove hotels during key citywide and regional events.
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Strategic Budget Visit Anaheim Overview: FY 2025–2026
The GGTID’s FY 2025–2026 budget continues to prioritize high-return programs and data-backed initiatives through our partnership with Visit Anaheim. Below is a breakdown of investment categories aligned with expected outcomes:
Thank you—based on your updated structure and categories, here’s a refined and professional version of the revised GGTID/Visit Anaheim FY 2025–2026 budget summary. I’ve polished the language, organized the content for clarity, and ensured the total matches your stated $2.0 million allocation:
GGTID/Visit Anaheim FY 2025–2026 Budget Overview
Category Allocation Description
1. Marketing
Expenses $566,000
Covers advertising, promotions, collateral production, and associated staffing costs. Supports broad awareness campaigns across key leisure and group segments.
2. Communications $191,000
Encompasses vendor support, media relations, social media management, industry engagement, sales communications, and related public outreach activities.
3. Tourism
Development $242,000
Includes international representation, sales missions, consumer marketing efforts, trade shows, meetings and conferences, travel trade association fees, and other tourism-facing initiatives.
4. Convention Sales $566,000
Dedicated to attracting meetings and conventions through client events, sales missions, familiarization tours, partnerships, promotional exhibits, and sales travel efforts.
5. Destination
Services $106,000
Enhances the visitor and event planner experience through dues and registration fees, client servicing tools, promotional materials, and welcome collateral.
6. Business
Intelligence $68,000 Supports data analytics, market research, and staffing to inform pricing strategies, campaign performance, and demand forecasting.
7. Operations &
Administration $271,000
Covers administrative functions including staffing, general operations, compliance, financial reporting, and overhead necessary for effective program execution.
🔹🔹 Total FY 2025–2026 Budget: $2,000,000
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Looking Ahead: A Bold Vision for 2025–2026
With more than 17 million international arrivals to California annually and 2 million visitors to Anaheim, Garden Grove is uniquely positioned to grow its market share. Visit Anaheim’s FY 2025–2026 strategy focuses on expanding into high-performing markets like Texas, Arizona, and the Pacific Northwest while deepening ties with global travel networks.
Key initiatives include:
• Launching a UK trade office and expanding Asia-Pacific outreach. • Revamping Club Anaheim with a marquee client event in Chicago. • Enhanced co-op marketing opportunities for Garden Grove hoteliers. • Optimizing Spring Training and air service campaigns with major league partners. • Activating digital storytelling campaigns to elevate brand positioning across all platforms.
To support and justify the FY 2025–2026 GGTID budget allocations, the following pages outline Visit Anaheim’s Calendar Year 2023 Annual Report, which provides a detailed account of performance outcomes and strategic initiatives undertaken on behalf of Garden Grove and the broader Orange County tourism region.
While the GGTID operates on a fiscal year cycle (July–June) and Visit Anaheim reports on a calendar year basis (January–December), the accomplishments from CY 2023 closely align with the strategic priorities and budget objectives planned for the upcoming fiscal year.
These results showcase the tangible value and return on investment generated through our ongoing partnership with Visit Anaheim—driven by efforts in convention sales, destination marketing, international outreach, digital media engagement, and sports tourism expansion. The outcomes outlined in the following pages reflect how Visit Anaheim continues to enhance Garden Grove’s visibility, drive hotel demand, and strengthen our market position in a competitive tourism landscape.
Please refer to the following pages for a detailed summary of Visit Anaheim's Annual Report - Garden Grove Tourist Improvement District performance and accomplishments.
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ANNUAL REPORT
Garden Grove Tourism Improvement District
2023/2024
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Mission
Boldly leading our
destination into the
Golden Decade
Vision
The world’s ultimate
playground
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2023 Board of Directors
Officers
CHAIR
LYNN CLARK, DISNEYLAND RESORT
CHAIR-ELECT
FRED BROWN, DESERT PALMS HOTEL
PAST CHAIR
PAUL SANFORD, WINCOME HOSPITALITY
SECRETARY
JAY BURRESS, VISIT ANAHEIM
TREASURER
BHARAT PATEL, ANAHEIM CASTLE INN &
SUITES
Directors
GREG BLODGETT, CITY OF GARDEN GROVE
SERGIO BOCCI, HILTON ANAHEIM
BRANDON GARR, GRAND LEGACY HOTEL
IAN GEE, SHERATON PARK HOTEL
KEITH FURNAS, GREAT WOLF LODGE
CLARK JONES, WALT DISNEY PARKS AND
RESORTS U.S.
JOHN KALINSKI, MARRIOTT INTERNATIONAL
YVONNE LIU, DELTA HOTELS BY MARRIOTT
ANAHEIM
TOM MORTON, ANAHEIM CONVENTION CENTER
GREG NOMURA, HYATT REGENCY ORANGE
COUNTY
WILLIAM O'CONNELL JR., O'CONNELL HOTELS &
HOSPITALITY
KIM PAINTER, ANAHEIM MAJESTIC GARDEN HOTEL
AJESH PATEL, PROSPERA HOTELS, INC.
NICHOLAS PRICE, THE WESTIN ANAHEIM RESORT
RHANDA RICHARDSON, JW MARRIOTT ANAHEIM
RESORT
KEVIN SCHJEI, ANAHEIM MARRIOTT SUITES
MEGHAN SHIGO, COMMUNITY
JIM VANDERPOOL, CITY OF ANAHEIM
2 268
Officers
CHAIR
FRED BROWN, DESERT PALMS HOTEL
CHAIR-ELECT
TBD
PAST CHAIR
LYNN CLARK, DISNEYLAND RESORT
SECRETARY
MIKE WATERMAN, VISIT ANAHEIM
TREASURER
BHARAT PATEL, ANAHEIM CASTLE INN &
SUITES
Directors
JORDAN AUSTIN-HARRIS, GREAT WOLF LODGE
GREG BLODGETT, CITY OF GARDEN GROVE
SERGIO BOCCI, HILTON ANAHEIM
BRANDON GARR, GRAND LEGACY HOTEL
JUSTIN HART, SHERATON PARK HOTEL
DIETER HISSIN, EMBASSY SUITES ANAHEIM SOUTH
CLARK JONES, WALT DISNEY PARKS AND
RESORTS U.S.
JOHN KALINSKI, MARRIOTT INTERNATIONAL
YVONNE LIU, DELTA HOTELS BY MARRIOTT
ANAHEIM
TOM MORTON, ANAHEIM CONVENTION CENTER
GREG NOMURA, HYATT REGENCY ORANGE
COUNTY
WILLIAM O'CONNELL JR., O'CONNELL HOTELS &
HOSPITALITY
KIM PAINTER, ANAHEIM MAJESTIC GARDEN HOTEL
AJESH PATEL, PROSPERA HOTELS, INC.
NICHOLAS PRICE, THE WESTIN ANAHEIM RESORT
RHANDA RICHARDSON, JW MARRIOTT ANAHEIM
RESORT
PAUL SANFORD, WINCOME HOSPITALITY
JIM VANDERPOOL, CITY OF ANAHEIM
MIKE WATERMAN, VISIT ANAHEIM
TBD, COMMUNITY
2024 Board of Directors
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With the support of TID Funds, Visit Anaheim has successfully expanded its presence within the convention and meetings markets. Through active participation in industry events and targeted effort in key areas, these funds have been instrumental in securing both short and long-term business. They enable our convention team to offer competitive incentives to attract groups and strengthen our position within the market and against our competitors.
We made a pivotal decision to initiate a citywide sales strategy project in collaboration with 2Synergize, aimed at developing a strategic approach to securing citywide conventions that aligns with the objectives of our hotel partners and the Anaheim Convention Center. The project commenced in June 2024 with an introductory meeting involving participating stakeholders and is scheduled to conclude in Q1 2025.
In June 2024, we expanded our team by adding a Convention Sales Manager position, dedicated to managing events with 999 rooms or fewer that require the use of the Convention Center. This segment represents approximately 17 short-term events annually and, together with sports events, contributes over $150 million in economic impact.
The Citywide Team will implement the citywide sales strategy developed by 2Synergize and approved by our stakeholders. The recently appointed Business Development Manager for Convention Sales will play a crucial role in identifying and reaching out to customers that match our ideal profile, ensuring we attract the right groups to Anaheim at the optimal times.
Convention Booking goals for 2023 were 51 and 53 for 2024, both exceeding our Board approved goals for each year. A room nights goal has been added to our 2025 KPIs as noted within the ATID Agreement. All 2023/2024 Citywide Room Nights, Non-Citywide Room Nights, and Meeting Sales Room Nights for conventions and meetings are highlighted within the detailed report.
Executive Summary
4 Following the separation of the OC Sports Commission from Visit Anaheim, a Convention Sales Director, Sports Development was added in fall 2024. This new role will help secure additional sports citywide events contributing to our overall economic impact figures. This position has been expanded to include National Sports Associations, E-Sports and Gaming.
From July 2023 through June 2024, The Meeting Sales team focus was to leverage client relationships with our seasoned team to generate leads for the market. This was further emphasized by hiring a senior level meeting sales manager to focus on building client relationships as well as refining relationships with our hotel partners.
The team continued to see an increase in short term business demand through the end of 2023 with a slight slow-down in 2024. This gave the team the ability to shift focus to more business development and proactive selling.
The reinvention of Meeting Sales at Visit Anaheim started near the end of the fiscal year by requiring all Meeting Sales Managers to be local to Anaheim. This will give the team the much-needed ability to attend to every site inspection and to support the hotel sales teams more than ever before.
The Meeting Sales team generated 146 new bookings during fiscal 2023/2024 including 50,490 attendees, 90,156 room nights. These bookings generated $89,166,453 of economic impact and $3,317,417 of TOT for the City of Anaheim.
Travel demand to Anaheim continued to remain strong for most of fiscal 2023/ 2024, however, we began experiencing a weakening demand beginning Q1 2024.
Domestic travel’s recovery of business and leisure has been impacted by a slowing economy creating a slower volume of travel from both domestic and international as we ended the fiscal year. At the same time, Domestic travel length of stay increased by 0.7 days to 3.0 days from prior year. Based upon shifting patterns, fall is becoming a stronger period for our destination and we continue to expand strategic consumer activations to key audiences with seasonal messaging. 270
Visit Anaheim Tourism Department focused on trade and consumer efforts to maintain the Anaheim Area destination’s position in the top domestic and international markets as the leading leisure destination in Southern California. In the domestic market, we focused on integrated co-op marketing campaigns including direct to consumer offers, influencer partnerships, social media activations, and partnership with trade partners such as AAA, Expedia, and Get Away Today, and non-traditional partners like the Salt Lake Bees. We also launched new initiatives in Texas, a new market for Anaheim. Visit Anaheim also participated with the City of Anaheim delegation to Japan along with Anaheim Mayor Ashleigh Aitken.
A total of 9 campaigns were also launched promoting summer travel in both domestic and international markets. These campaigns were in response to demand from hotels for summer bookings and were launched in the domestic, Canada, and Mexico markets.
Tourism’s combined Domestic and International efforts for fiscal 2023/2024 resulted in 221,106 total room nights plus 4,840 Travel Trade promotions and 104,644,139 total impressions.
Visit Anaheim's marketing efforts from July 1, 2023, to June 30, 2024, generated 118,450,517 total impressions across various campaigns.
The "Here We Go!" leisure campaign, launched in Fall 2023 and Spring 2024, targeted families and millennial couples from key markets, resulting in 37.4 million impressions and 77,259 visitors. Generating $17 million in visitor spending, 30% ($5.1M) from accommodations alone. The luxury marketing campaign, "The Greatest Luxury of All," launched on June 27, 2024, showcasing Anaheim's high-end offerings and leveraging partnerships with Virtuoso to enhance its presence in the luxury market.
The Meetings and Conventions (M+C) campaign, also under the "Here We Go!" banner, targeted planners throughout the US in two phases. The campaign achieved over 21.7 million impressions, generated 1,686 leads, and saw an 18% brand lift in likelihood to consider Anaheim for events. Out-of-Home (OOH) advertising at John Wayne Airport and on the Anaheim Transportation Network buses generated nearly 12 million impressions. The Visit Anaheim website saw significant growth, with total users increasing by 42.07% year-over-year to 1,158,382.
Email marketing efforts showed substantial growth, with the consumer email segment reaching 822,809 subscribers, a 62% increase year-over-year. Specialized segments like Outdoor/Active, Foodie, and Family Fun were introduced with promising engagement rates. The Digital Savings Pass program experienced remarkable growth, with the Visit Anaheim Savings Pass sign-ups increasing by 417.4%, the Attendee Perks Pass by 1,226.4%, and the Brew Pass by 120.3% compared to the previous year.
In October 2023, Visit Anaheim partnered with IBCCES to become a Certified Autism Center, with 100% of staff completing training to become Certified Autism Travel Professionals. This certification was extended to 600 Certified Tourism Ambassadors (CTAs) in February 2024, further enhancing Anaheim's commitment to inclusive tourism.
Our Communications team continued implementing a robust media relations strategy targeting meetings & conventions trade media as well as local and travel media to keep Anaheim top of mind for both leisure travelers and meeting planners.
Accomplishments include: 13 Total Press Releases; 385 Total Media Clips; and 1,502,856, 499 Media Impressions for 2023/2024 reflecting a 7% increase from prior year.
Visit Anaheim’s Workforce Development initiative was launched in Spring 2024 to educate and engage the local community regarding the value of tourism. In addition, the program provides a viable career path for career opportunities and professional development.
5 Executive Summary
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Our WFD Program is comprised of successful emerging leaders from companies such as Aramark, JW Marriott, OCVIBE, Honda Center, Angels Baseball, Aramark, Hilton Anaheim, Knott’s Berry Farm, Jazz Kitchen Coastal Grill & Patio and more.
Each share their educational background and career path stories and experiences, highlighting the value of this exciting industry to engage a future workforce for our destination.
Our team’s arrival sparks excitement, creating an environment of interest and enthusiasm which includes a 45-minute presentation consisting of short highlight videos, 3-4 relatable speakers and raffle prizes. Visit Anaheim has conducted 11 presentations at Anaheim High Schools and 5 presentations at Garden Grove High Schools with more than 1,000+ students attending all presentations. A total of 35 students are now CTA trained and certified. Our WFD program has more than 40 Industry Partners participating as Program Speakers. Our WFD microsite Job Posting Page has had more than 1,150 visits. There are tremendous opportunities from businesses in need of motivated, employees seeking exciting and challenging careers in tourism & hospitality. Our community is experiencing unprecedented growth with projects such as the $4 Billion OCVIBE retail/entertainment/dining/ mixed use project as well as the $1.9 Billion Disneyland Forward expansion. We recognize the need to encourage and inspire students who will be the next generation of hospitality professionals and we are an important catalyst connecting students to a wide range of opportunities.
Our Business Intelligence/IT department played a vital role in analyzing visitor trends, market growth, and economic impact. By providing data-driven insights, Visit Anaheim has been able to optimize marketing and sales strategies, measuring campaign effectiveness, and refine future destination planning efforts.
Looking ahead to 2025, Visit Anaheim will continue to expand regional, national and global marketing and trade partnerships, leveraging key events like Disney’s 70 th
Anniversary for increased media exposure. We will continue to strengthen all key areas to ensure Anaheim’s long-term success as a world-class travel and meetings + convention destination.
6 Executive Summary
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The GGTID contribution list consists of 10 properties within Tier 1 of the Garden Grove Tourism Improvement District.
1. Anaheim Marriott Suites
2. Delta Hotels Anaheim Garden Grove
3. Embassy Suites by Hilton Anaheim South
4. Great Wolf Lodge Southern California
5. Hampton Inn & Suites by Hilton Anaheim/Garden Grove
6. Homewood Suites by Hilton Anaheim-Maingate Area
7. Hyatt Regency Orange County
8. Hilton Garden Inn Anaheim/Garden Grove
9. Residence Inn Anaheim Resort Area/Garden Grove
10.Sheraton Garden Grove
Current GGTID Properties
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CONVENTION SALES
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Convention Sales Highlights
July 1, 2023 - June 30, 2024
Citywide Bookings – Convention Sales
Events using the ACC with Requested Peak Room Greater or Equal to 1,000:
Events: 57
Room Nights: 747,286
Room Attendees: 689,946
Average ADR: $281.70
EIC: $1,647,972,281.13
TOT: $29,153,668
Non-Citywide Convention Center Bookings
Events using the ACC with Requested Peak Rooms Less than 1,000:
Events: 29
Room Nights: 24,342
Room Attendees: 170,447
Average ADR: $218.19
EIC: $70,171,630.98
TOT: $796,677
Citywide Site Visits: 27
Convention Sales
9 275
Convention Sales Highlights
July 1, 2023-June 30, 2024
Industry Events Attended
CEMA Summit – Keynote Sponsor with Presentation
Maritz NEXT Conference
Co-hosted Synchronicities Reception for Maritz
Buyers
IMEX America
Hosted Client Event
AF Annual Holiday Showcase Tradeshow – Chicago
Co-hosted Annual Synchronicities Client Dinner
PCMA Convening Leaders
Co-hosted Annual Synchronicities Client Event
Co-hosted Gateway Cities Client Brunch
Destination Showcase – Washington DC
Client Event in Anaheim in conjunction with the Disney Food and Wine Festival
PCMA EduCon
Co-hosted Synchronicities Client Event
Key Client Touchpoints
San Francisco Sales Mission
“Signature Client Event”: Concert
Presentation to Salesforce, DocuSign, Informatech
Mid-Atlantic Sales Mission (DC/VA)
“Signature Client Event” Baseball Game in DC
Breakfast and Lunch Client Events
Midwest Sales Mission (Chicago/Milwaukee)
“Signature Client Event” Ducks Vs. Blackhawks Game
2 Client Lunches, Chicago/Milwaukee
Presentation at the American Orthopedic Surgeons
including eight various Orthopedic Associations
Client Event “Anaheim Taste and Tour” in conjunction with the Disney Food and Wine Festival
Mid-Atlantic Sales Mission (DC/VA)
“Signature Client Event” Baseball Game in DC
Four additional client events in DC/MD/VA
Visit California Road Show: Denver and Seattle
Convention Sales
10 276
Anaheim
Fiscal Year
2023/2024
Citywide Sales Presentations:
75.4%
Hotel Occupancy
57 ACC Bookings over
1,000 rooms on peak
27 Site visits for future
business
14 Uniquely
programmed shows,
missions and events
11 277
Source: Simpleview
CITYWIDE
Number of Events Cancelled:
4 Total Attendees:
84,500
Number of Room Nights:
62,330
EIC:
$121,322,066
TOT:
$2,477,618
NON-CITYWIDE
Number of Events Cancelled:
0 Total Attendees:
0 Number of Room Nights:
0 EIC:
$0
TOT:
$0
Group Cancellations
July 1, 2023 - June 30, 2024
Convention Sales
12 278
Source: Simpleview
Consumed ACC Business
July 1, 2023 - June 30, 2024
CITYWIDE
Number of Events:
44 Total Attendees:
744,400
Number of Room Nights:
557,423
EIC:
$1,472,068,697.85
TOT:
$20,191,812
NON-CITYWIDE
Number of Events:
35 Total Attendees:
238,597
Number of Room Nights:
38,999
EIC:
$191,739,721
TOT:
$1,256,840
Convention Sales
13 279
Industry Events
To enhance visibility and inform our customers and potential clients about the exciting developments in Anaheim, the Convention Sales Team has actively participated in, exhibited at, and sponsored various industry events. Below are some of the major events the team attended from July 2023 to June 2024:
2023
CEMA Summit
M & IW Summit
Maritz Activate Conference
Maritz Elevate Conference
PCMA Partners Conference
ASAE Summit Awards
CEIR Predict Conference
IMEX America
National Coalition of Black Meeting Planners
Visit California Northeast Road Show
IAEE Expo! Expo!
Association Forum Holiday Showcase
2024
PCMA Convening Leaders
Destination Showcase - DC
IAEE Women’s Leadership Forum
PCMA Spring Partner Conference
PCMA Visionary Awards
Maritz Elevate
AMPS Golf Tournament Sponsor
PCMA EDUCON
Visit California Spring Road Show, Chicago/DC
Convention Sales
14 280
Customer Events/Sales Missions
The sales team organized customer events and conducted in-market sales missions to strengthen relationships with our clients and keep them informed about the latest developments in the destination. Below are some of the events that took place from July 2023 to June 2024.
2023
Dallas Customer Events
Maritz Team Lunch and Presentation
Customer Holiday Lunch in Atlanta
Synchronicities Holiday Dinner in Chicago
2024
Gateway Cities Brunch at Convening Leaders
Synchronicities Client Reception at Convening Leaders Customer Advisory Board Meeting
Chicago Customer Events: Ducks vs. Blackhawks, Client Events – Breakfast and Lunch with AI Speaker
Customer Lunch in Philadelphia
2 Synergize Kick-Off Meeting
Convention Sales
15 281
2025 Convention Sales Focus
“THE RIGHT BUSINESS AT THE RIGHT TIME”
The Convention Sales Team will leverage the strategies and insights gained from the 2Synergize Workshops and their final recommendations to optimize the use of the Anaheim Convention Center. Our efforts will focus on filling Anaheim-area hotels with group business that complements the area’s robust transient demand. Strengthening partnerships with our hotel stakeholders and enhancing their understanding of the convention sales process will be crucial to our continued success.
The Business Development Manager (BDM) for Convention Sales will play a pivotal role in our success by identifying and pursuing the Target Year Market Mix through an acquisition strategy focused on securing top-rated events by peak room category. The BDM will utilize the Event Scoring Profile (ESP) to proactively target top-rated events with high-value peak room demand that align with the interests of the Anaheim stakeholders.
To maintain a competitive edge, we will continue allocating TID funds to subsidize Convention Center rental, enabling us to present creative and competitive pricing. Additionally, TID funds will support closing and multi-year incentives. We are also actively exploring a new proposal platform to deliver “Best in Class” proposals to secure more business for the destination.
Industry Events:
PCMA Convening Leaders
We Love New York Day (NYSAE) and Northeast CVB Event
Conference Direct Event APM, CDX and Diversity
Maritz Activate and Elevate Events
PCMA/Destination Showcase/IAEE Women’s Forum in DC
FICP Annual Conference
FICP Strategic Leader Meeting
Sports ETA Women’s Summit
Sports ETA
E-Sports Summit
IAEE Women’s Forum
PCMA Deacon
ASAE Annual Meeting & Expo
M & IW Summit Chicago
CEMA Summit
TEAMS
Trade Show Executives Gold 100
SISO
ASAE Summit Awards Dinner
PCMA Partner Summit
IMEX Americas
National Coalition of Black Meeting Planners
Holiday Showcase Chicago
IAEE Expo! Expo!
Attend all local “in-market” events for PCMA, ASAE, AMPS,
CEMA, MPI
16 282
MEETING SALES
283
July-December 2023 Results
For Third Quarter, the Meeting Sales Team was able to generate a total of 266 leads, 249 of those leads were new business. The team had a 9.4% conversion rate and booked $28,053,176 in Economic Impact.
For Fourth Quarter, the Meeting Sales Team was able to generate a total of 221 leads, 212 of those leads were new business. The team had a 22.2% conversion rate and booked $26,159,429 in
Economic Impact.
From July-December 2023, the Meeting Sales team was able to participate in the following tradeshows and conferences, through TID Funding:
Cvent Connect- Las Vegas, NV
Smart Woman Summit- New York, NY
Meetings & Incentives Worldwide- Schaumburg, IL
Connect Marketplace- Minneapolis, MN
ConferenceDirect CDX- Nashville, TN
IMEX America- Las Vegas, NV
Prestige Meetings- San Jose, CA
Connect DC Marketplace- Washington, DC
Amex Inter[action]- Seattle, WA
SITE Holiday Event- Palm Springs, CA
CalSAE Seasonal Spectacular- Sacramento, CA
In-Person sales calls were conducted in:
Milwaukee, WI
San Diego, CA
Orange County, CA
San Jose, CA
Washington, DC
Hosted Client Events Included:
CA CMO Alliance Luncheon & Harbor Cruise- San Diego, CA Destination CA Roadshow- San Diego, CA
Gwen Stefani Concert Event- Anaheim, CA
Meeting Sales Team and Convention Sales Team collaboration included:
Texas Sales Mission- Dallas, TX
Visit CA Fall Roadshow- New York, NY
DC CVB Reps Summer Social- Washington, DC
Meeting Sales
18 284
January-June 2024 Results
For First Quarter, the Meeting Sales Team was able to generate a total of 302 leads, 289 of those leads were new business. The team had a 9.93% conversion rate and booked $16,468,388 in Economic Impact.
For Second Quarter, the Meeting Sales Team was able to generate a total of 259 leads, 251 of those leads were new business. The team had a 16.6% conversion rate and booked $22,902,330 in Economic Impact.
From January-June 2024, the Meeting Sales team was able to participate in the following tradeshows and conferences, through TID Funding:
Independent Planners Education Conference- Greenville, SC MPI Annual Conference and Experience- San Francisco, CA Pharma Forum- Tampa, FL
Meetings Industry Council of Colorado- Denver, CO
Connect Marketplace- Las Vegas, NV
CDME Spring- Washington, DC
MPISCC- WECON- Newport Beach, CA
PCMA Visionary Awards- Washington, DC
CalSAE Elevate- Burbank, CA
Northstar Incentive Live- Las Vegas, NV
Meetings Today Conference- San Antonio, TX
ConferenceDirect Diversity Conference- San Juan, PR
HelmsBriscoe Annual Business Conference- Las Vegas, NV MPI WEC- Louisville, KY
Cvent Connect- San Antonio, TX
Destination West- Aspen, CO
Prestige Meetings- Salt Lake City, UT
In-Person sales calls were conducted in:
Sacramento, CA
Boston, MA
Rhode Island
Connecticut
New York City, NY
Denver, CO
Hosted Client Events Included:
Denver, CO Client Event
California DMO Alliance Client Event- Los Angeles, CA Dine with Destinations- Columbus, OH
Visit California Spring Roadshow DC- Washington DC
Meeting Sales Team and Convention Sales Team collaboration included:
We Love NY Day- New York, NY
PCMA Chapter event Phillies Game- Philadelphia, PA
PCMA/ Destinations International Industry Week- Washington, DC PCMA Visionary Awards- Washington, DC
AMP’s Golf Tournament- Woodbridge, VA
Meeting Sales
19 285
Source: Simpleview
Group Cancellations
July 1, 2023 - June 30, 2024
There were no cancellations between July 1, 2023
and June 30, 2024.
Meeting Sales
20 286
Source: Simpleview
Opportunities Lost
July 1, 2023 - June 30, 2024
Number of Opportunities Lost:
711
Total Attendees:
334,424
Number of Room Nights:
710,925
The above groups were opportunities that were
lost or put on hold until further notice.
Meeting Sales
21 287
Source: Simpleview
New Group Bookings
July 1, 2023 - June 30, 2024
Number of New Bookings:
146
Total Attendees:
50,490
Number of Room Nights:
90,156
EIC:
$89,166,453
TOT:
$3,317,417
Meeting Sales
22 288
Meetings and Conventions Campaign
July 1, 2023-December 31, 2023
Overall Results
September-December 2023
16,360,012 Impressions
0.24% CTR
38,781 Clicks
$7.17 Cost per session
576 Leads
Partners
Zeta Global: Audio, and Video
Meetings Today: Email Drip Campaign earned 371 leads
LinkedIn: Social Image/ Carousel
Sojern: Standard Display and Video
Greenspring eBlast: 7,447 clicks
Google: SEM Adserving
HERE WE GO!
Objective: Drive traffic to the RFP microsite, educate planners to gain leads and provide economic impact to the destination.
Target Audience: Meeting & Convention Planners
Geography: National
Budget: $175K Net
Timeline: September–December 2023
Measurement: RFP Submissions and Sessions + CPS
Programmatic: Sojern: Display, Native, and Video
Paid Search: Google
Trade: Smart Meetings, Meetings Today
Social: LinkedIn
Key Findings
Email lead nurturing campaigns proved to drive lead generation LinkedIn Single Image and Carousel Ads performed efficiently Extended campaign flights are needed to optimize Ad performance Campaign drove an 18% lift in likelihood to consider Anaheim for their next meeting or event
38.54% of Zeta Brand Lift survey responders are very likely to consider Anaheim for their next meeting/event.
M+C Campaign
23 289
Meetings and Conventions Campaign
July 1, 2023 – December 31, 2023
M+C Campaign
24 290
Meetings and Conventions Campaign
January 1, 2024 – June 30, 2024
Overall Results
March-June 2024
5,428,341 Impressions
0.56% CTR
30,639 Clicks
$5.50 Cost per session
1,110 Leads
Key Findings
Our advertising materials are surpassing industry benchmarks across their respective channels, achieving an impressive 5.4 million impressions to date.
LinkedIn Carousel Ad achieved high CTR, 4x over the
benchmark at 3.03%
Sojern: Confirmed 150 travelers and 164 hotel night stays from those who saw campaign Ads
Smart Meetings remarketing banners saw 5x the average CTR at 2.47% and social media Ads resulted in over 3x the average CTR at 3.29%
HERE WE GO!
Objective: Drive traffic to the RFP microsite for lead generation and to educate planners, ultimately driving our economic impact to the destination.
Target Audience: Meeting & Convention Planners
Geography: National
Budget: $101,263 Net
Timeline: March–June 2024
Measurement: RFP Submissions and Sessions + CPS
Programmatic:
Sojern: Standard Display, Native, and Video
MPI: Standard Display
Conference Direct: Standard Display
Smart Meetings: Standard Display & Remarketing
Meetings Today: Standard Display & Remarketing
Paid Search: Google
Trade: Smart Meetings, Meetings Today, Conference Direct, NorthStar Meetings Group, MPI, Prevue
Social: LinkedIn, Facebook, Instagram, and Twitter
M+C Campaign
25 291
Meetings and Conventions Campaign
January 1, 2024 – June 30, 2024
M+C Campaign
26 292
Sales Booking Summaries
Group Cancellations
Number of Events Cancelled- 0
Total Attendees- 0
Number of room nights- 0
EIC- 0
TOT: 0
Opportunities Lost
Number of Opportunities Lost- 85
Total Attendees- 43,378
Total Room Nights- 50,063
Group Re-Bookings
Events re-booked- 0
Total Attendees- 0
Total Room Nights- 0
EIC- 0
TOT- 0
New Group Bookings
New Bookings- 514
Total Attendees- 4,264
EIC- $6,628,426.04
TOT- $276,835.80
2023 Event Participation &
Sales Missions
CEMA Summit
Maritz Activate
ASAE Annual Event
Conference Direct CDX
Martiz Elevate
Texas Sales Mission
IMEX America
Visit California Roadshow
IAEE Expo! Expo!
Synchronicities Holiday Dinner in Chicago
AF Holiday Showcase
Site So Cal Holiday Event
M+C Campaign
27 293
Planner Pulse
92 Newsletters sent per sales manager
3,400 recipients per eblast
Click Rate- 3.1% (average is 2.5%)
Open rate is 29% up from 24% last year
2024 Event Participation &
Sales Missions
Convening Leaders
Sacramento Sales Calls
IPEC
AIME Tradeshow
Northeast Sales Calls
MPI ACE
Ducks Vs. Blackhawks Sales Mission
Pharma Forum
PCMA Spring Partner Conference
Connect Marketplace
Conference Direct APM
PCMA Visionary Awards
Maritz Elevate
CALSAE Elevate
Northstar Incentive LIVE
Meetings Today
CD Diversity Conference
Helmsbriscoe ABC
MPI WEC
PCMA Chapter Event
Visit California Spring Roadshow
Cvent Connect 2024
PCMA Educon
Prestige Meetings
M+C Campaign
28 294
2025 Meeting Sales Focus
In 2025, the Meeting Sales team will be fully based in Anaheim, allowing for greater on-site engagement and stronger collaboration with hotel partners. New initiatives will enhance conversion rates, sales alignment, and incentive programs to drive business growth.
Key Initiatives
Full Anaheim-Based Team – Ensures presence at every site inspection, improving conversion rates.
Anaheim VALET Program – Each Meeting Sales Manager will support 4-5 hotels, attending sales meetings, identifying challenges, and strengthening communication with the Meetings & Convention Sales team.
Meetings Momentum Program
Exclusive to TID Partner Hotels.
$75,000 per hotel for both 2024 and 2025 business.
Usage: Offsets group costs at $1 for every $7 in hotel revenue.
Optimized Sales Approach
Transition to Room Night Goal Model – Aligns sales team efforts more closely with hotel partners to maximize bookings.
29 295
2024 Meeting Sales Goals
30 296
OCSC
297
Orange County
Sports Commission
The Orange County Sports Commission, OCSC, was tasked
with rebuilding sports tourism and event marketing to
similar pre-pandemic levels. Goals were set based on
bookings, leads, and economic impact. Total bookings and leads were comparable to 2019, the best year on record
since Visit Anaheim started tracking sports.
32 298
OCSC was tasked with rebuilding sports tourism and events marketing to similar pre-pandemic levels. Goals were set based on bookings, leads, and economic impact. Total bookings and leads were comparable to 2019, the best year on record since Visit Anaheim starting tracking sports. 90 # OF BOOKINGS
FISCAL PRIOR YEAR = 74
ANNUAL TARGET = 90
22%
YEAR OVER YEAR
4 CITYWIDE BOOKINGS
FISCAL PRIOR YEAR = 4
ANNUAL TARGET = 4
$247,641,966
ECONOMIC IMPACT YTD
FISCAL PRIOR YEAR = $175,263,550
ANNUAL TARGET = $187,250,000
Even =
YEAR OVER YEAR 206
# EVENT LEADS
PRIOR YEAR = 173
ANNUAL TARGET = 176
19.5%
YEAR OVER YEAR
41% YEAR OVER YEAR
Team Goals and Metrics
OCSC
33 299
World Beach Ultimate Championships
Huntington Beach
October 28–Nov 4
Economic Impact: $1,466,347
Attendees: 3,000
Men’s Volleyball Nations League
Anaheim
July 4–9
Economic Impact: $7,504,990
Attendees: 30,000
SCVA Girls Summer Soiree
Anaheim
June 29–July 2
Economic Impact: $20,117,666
Attendees: 20,000
*Economic impact calculations based on
Visit Anaheim Calculator
Varsity United Spirit Association, Spirit Nationals
Anaheim
February 15-18
Economic Impact: $10,762,975
Attendees: 22,800
2023/24 Fiscal Year Major Event Recap
USA Water Polo Junior Olympics
Countywide
July 15-23
Economic Impact: $6,041,733
Attendees: 5,000
OCSC
34 300
27 Broadcasters
70 Territories
+30K
Tickets Sold
24K
Attendance
+120K
Social
audience
growth
100M
Social
Impressions
+71M
Video views
276K
OTT Viewership
(Anaheim Only)
BROADCAST
TICKETING
VBTV
SOCIAL MEDIA
Volleyball Nations League Media
Impact For Anaheim
OCSC
35 301
Welcoming Dancers from War-torn Ukraine
OCSC helped a group of young dancers representing
RealDanceStudio from the town of Chortkiv, in the
Ternopil Region of Ukraine. Having won the World of
Dance Championship in Poland, they have been selected
to represent Ukraine at the World of Dance Competition
in Anaheim
Unfortunately, the Ukrainian team was hit hard by the
ongoing war. Many losing family members and becoming
refugees. OCSC gifted 20 park hopper tickets for the
dancers and chaperones to attend the Disneyland® Parks, where the dancers will experience the resort for the first time. The Hilton Anaheim and Sheraton Park Hotel are
donating hotel rooms for the dancers, coaches, and
chaperones for the duration of their stay.
Sports commissions, traditionally viewed as solely vehicles for economic growth through attracting sporting events, have a largely untapped potential to be so much more. Sports commissions and sports tourism organizations worldwide are increasingly recognizing their role in social impact. It is not only a necessary evolution but an imminent one. OCSC is proud to be part of an industry that is looking at sports beyond the fields and courts to create opportunities, foster inclusivity and drive change in communities. We can and should continue to build support programs that empower underrepresented groups, promote health and wellness of all kinds, and foster a sense of community cohesion.
Skills Clinics for Boys & Girls Club
It is important for legacy events like the
AVP Huntington Beach Open to set roots
in the communities to annual brings it tour
to. This year, OCSC led the planning of a
youth skills clinic, between the local Boys &
Girls Clubs learning from the AVP Pros
themselves. After the 1-hour long session
on the beach, each child received a
volleyball and t-shirt to take home.
AHS Volleyball Donation
Anaheim High School has one of the most
underfunded athletics dept in the county.
OCSC partnered with Anaheim
Councilmember Steve Faessel to donate
$1,500 worth of volleyballs.
Based on the relationship formed with
Volleyball World, after hosting the Volleyball
Nations League in July. OCSC was able to
arrange the donation on their behalf. As the
federation looks to make a long term-
commitment into the community.
Community Giveback
OCSC
36 302
Community Giveback
Welcoming Dancers from War-torn Ukraine Skills Clinics for Boys & Girls Club AHS Volleyball Donation OCSC
37 303
Business Development
Tradeshows & Conferences
OCSC had the pleasure to attend multiple tradeshows and conference in 2023. Promoting and selling the destination and its venues to events rights holders. Along with marketing the destination on a national and global stage to continue to reassure the unique identity of Orange County being the “Heart of SoCal Sports.” This included attending the following. TEAMS Conference & Expo
Sports Express Conference
Smart Cities in Sports
Host City Conference
NCAA Bid Symposium
Sports ETA Symposium
Women’s Sports Summit
OCSC
38 304
Goals and Separation
2023/24 fiscal year was a year of growth and transition.
OCSC is still young in its infancy as an organization.
Lagging competing Sports Commissions such as San
Jose, Kansas City, St Louis, Columbus and Seattle. For its existence, OCSC has been part of Visit Anaheim operating under its umbrella as it own brand with its own board. A strategic decision was made and voted on both boards to separate, allowing OCSC to become independent,
standalone 501c3. Allowing it to make its own decisions in the best interest of OCSC. While still partnering with and support Visit Anaheim as a “sister organization”. The
transition was started in February of 2024, and finalized on July 31st of the same year.
Goals were adjusted to fit within the ATID fiscal year.
OCSC
39 305
2024-2028 Strategic Plan
Goals & Separation 7-Month Adjustment
40 306
TOURISM
307
Combined
Domestic and
International
Results
2023/2024
221,106
Total Room Nights
4,840
Total Travel Trade
Reached
104,644,139
Total Impressions
42 308
Trade
TACTICS
Trainings
Webinars
Mission
Client Events
Online Training Program
Product Inclusion in trade
programs
Product Development
OBJECTIVES
Retaining existing relationships
and monitoring for new trade
partnerships.
Trade education through
webinars, sales calls, and
participating in key industry
events and programs.
Tourism
43 309
Consumer
TACTICS
Co-ops with trade partners
(airlines, operators, and/or
Brand USA and Visit California)
Co-ops with non-traditional
partners
Integrative Programs
In-Market Activations
OBJECTIVES
Generate room night production to
Anaheim/Garden Grove Hotels.
Develop integrative and in-market
activations to position Anaheim as
a top-of-mind leisure vacation
destination.
Leverage Brand USA and Visit
California programs to target the
consumer
Identify partnership opportunity
with Disney
Tourism
44 310
Media
TACTICS
Trade
Consumer
Influencers
OBJECTIVES
Forge strategic relationships and
inspire travel and consumer
media with Anaheim content to
help identify influencers, fam,
and PR generation opportunities.
Tourism
45 311
2023-2024 Consumer Co-ops
Tourism
Program Date Market
Brand USA Canda Multi-Channel (3 City co-op) March 27, 2023 - July 2,2023 Canada Hotelbeds International Campaign May 1, 2023 – July 31, 2023 International Get Away Today Fall Into Savings August 2023– October 2023 Domestic Quantas Hotels/Holidays Campaign May 2023 – August 2023 Australia Brand USA Luxury Escapes Campaign June 1, 2023 – July 15, 2023 Australia Expedia Summer Co-op 2023 June 1, 2023 – August 31, 2023 Domestic Expedia International Co-op 2023 July 2023 – October 2023 Australia, Canada & Mexico New Zealand House & Garden Magazine Campaign July 2023 New Zealand WebBeds Campaign August 1, 2023 – August 31, 2023 Domestic, Mexico, UK Salt Lake Bees August 2023 Domestic
Luxury Escapes (Australia) August 2023 – November 2023 Australia AMA Travel Co-Op August 1, 2023 - December 31, 2023 Canada 46 312
2023-2024 Consumer Co-ops Continued
Tourism
Program Date Market
Holidays with Kids Campaign September 2023 – October 2023 Australia AAA Fall 2023 Campaign Co-op September 2023 – November 2023 Domestic Price Travel Campaign September 2023 – January 2024 Mexico Hotel Beds International Campaign September 2023 – February 2024 Domestic Coast Radio Promo/Giveaway October 2023 – November 2023 New Zealand Get Away Today Give The Gift Campaign October 1, 2023 – December 31, 2023 Domestic HIS Japan Campaign December 1, 2023 – February 1, 2024 Japan Infinity Travel Campaign December 2023 – February 29, 2024 Australia H.I.S Tabijo Campaign January 1, 2024- March 1, 2024 Japan RedTag.ca Campaign January 2024- April 2024 Canada
Get Away Today Spring Into Savings February 1, 2024- April 30, 2024 Domestic 47313
2023-2024 Consumer Co-ops Continued
Tourism
Program Date Market
WebBeds Destination Spotlight Campaign March 1, 2024- April 30, 2024 Domestic South by Southwest Undercover Tourist March 2024 – April 2024 Domestic Expedia Spring Domestic Co-Op March 2024 – May 2024 Domestic Ignite Holidays Campaign March 2024 – May 2024 Australia AAA Summer 2024 Campaign Co-Op (Texas) March 2024 – July 2024 Domestic Flight Centre April 2024 Australia
Visit California/ Brand USA Canada Expedia Campaign April 2024 – June 2024 Canada Expedia Summer Domestic Co-Op June 2024 – August 2024 Domestic Southwest Airline Vacations Summer Campaign June 2024 – September 2024 Domestic Hotelbeds/Beds Online Domestic Summer Campaign June 2024 – September 2024 Domestic Get Away Today Summer Savings June 2024 – September 2024 Domestic 48 314
Consumer Program:
HotelBeds 2023
International Campaign
January 25, 2023 – July 31, 2023
Based on the success of the 2022 Co-op Campaign, Visit
Anaheim extended partnership with Visit California and
to promote the destination targeting travelers from key international markets: Canada, Mexico, Australia, Germany, and France. This campaign gave Visit Anaheim featured
placement on Hotelbeds site along with targeted links to key search targets.
Campaign Results 2023
31,575,568 Impressions
53,433 Room Nights
Consumer Program:
HotelBeds 23-24
International Campaign
September 2023 – February 2024
As part of our ongoing efforts to drive overnight stays in Anaheim hotels, Visit Anaheim partnered with HotelBeds, with a campaign that amplified exposure in 6 key markets including Australia, New Zealand, Canada, Mexico, Japan and South Korea. Using a variety of training tactics and special offers, messaging was pushed out digitally to
HotelBeds network of travel agents and affiliate partners.
Campaign Results 2023-24 (6-months)
62,220 Room Nights
Tourism
49 315
Consumer Program:
Get Away Today
Appreciation Co-op
August 2023
24 Partners
50 Get Away Today Staff
68 Influencers
Program Components
Season Consumer Campaign
Batting Practice Event
Office Visit - Gameday
In Stadium Activation
Tailgate Party with GAT Staff
Partner Tradeshow
Influencer Workshop
Media Interviews
Social Media Engagement
Executive Team Dinner
Tourism
50 316
Tourism
51 317
Consumer Program:
Price Travel Campaign
September 2023 - November 2023
As part of our ongoing efforts to drive overnight stays in Anaheim hotels, Visit Anaheim partnered with Price Travel, one of Mexico’s top Online Travel Agencies on a campaign promoting the destination. The campaign targeted Price
Travel’s audience with various methods from on-site
advertising, push notification, social media, call center staff training, and a video wall in Mexico City airport. The
campaign also leveraged Price Travel’s reach with their affiliates Aeromexico Vacations, Travelinn, and American Express.
The campaign ran for ten weeks and generated a total of 2,137 room nights.
Tourism
52 318
Consumer Program – Australia Efforts:
Luxury Escapes – Brand USA Campaign
June 15, 2023 – July 15, 2023
Luxury Escapes are a luxury travel website that has quickly become Australia’s premier online destination for luxury holidays at unbeatable prices, with over 600,000 travelers taking a Luxury Escape holiday in 2021 and a combined daily reach of over three- million members.
Luxury Escapes designs tailor-made multi-media campaigns to provide partners with exposure across their various platforms, ensuring they meet their business objectives. They currently promote their partnerships across Australia & New Zealand using daily email marketing delivered to over one-million members, posts to their Facebook following of over 1.5-million social media users, articles and banners on their digital magazine that receives over 200,000 monthly views and high-quality videos. This co-op with Brand USA, featured Anaheim as a premier destination.
In addition to providing great exposure to a quickly growing audience and new sales channel with a broad reach, launching this campaign prompted Luxury Escapes to contract with over 10 Visit Anaheim partners for future package sales.
Tourism
53 319
Consumer Program:
Qantas Holidays/
Visit California
Campaign
May 2023 - August 2023
Visit Anaheim participated in a Visit California Campaign with Qantas Holidays driving visitation to Anaheim.
Campaign contributed to 1,165 room nights specifically
from featured hotels and an additional 3,000 to Visit
Anaheim hotel partners. Visit California selected Anaheim, Los Angeles and San Francisco on a rotating carousel to promote travel to CA from Australia on Qantas.
Campaign resulted in over 8 Million impressions and
627,000 unique users.
Tourism
54 320
Consumer Program:
Luxury Escapes
Campaign
August 2023 - November 2023
Visit Anaheim was featured with a two-page ad in the
Luxury Escapes magazine. To follow up on the Luxury
Escapes / Brand USA multi-channel campaign from June
2023, The feature ad was distributed to Luxury Escapes
database of 280K along with inclusion in the e-newsletter roll out for holiday offers. Room night production increased YOY from 2022, but more importantly, due to the
campaign, Luxury Escapes is contracted with over 20 area hotels along with Knott’s, Disneyland Resort, Angels
Baseball and Karmel Transportation.
Tourism
55 321
Consumer Program:
WebBeds Campaign
August 2023 - September 2023
Visit Anaheim partnered with WebBeds for an Anaheim
spotlight campaign. WebBeds network includes North
America, Europe, Latin America and Australia. Campaign
saw an uptick of 31% production into Anaheim YOY from
2022 with one property generating near 250 room nights
in one month. Overall, production from WebBeds into
Anaheim was 16,350 room nights in 2023. Visit Anaheim
was able to connect WebBeds with hotels not contracted
and were on pace to triple production for 2024.
Tourism
56 322
Consumer Program:
WebBeds Campaign
March 2024 - April 2024
Visit Anaheim partnered with WebBeds for an Anaheim
spotlight campaign. WebBeds network includes North
America, Europe, Latin America and Australia. Campaign saw an uptick of 42% production into Anaheim YOY from
2023 with one property generating near 280 room nights
in one month. Overall, production from WebBeds into
Anaheim for Q1 was 12,601. Visit Anaheim was able to
connect WebBeds with hotels not contracted including
Sheraton Park, Howard Johnson and The Viv and were on
pace to triple production for 2024.
Tourism
57 323
Consumer Program:
AAA Fall Campaign
September 2023 - November 2023
Our domestic efforts included a AAA campaign where Visit Anaheim and partners were featured in the August –
November Westways magazine, Via digital platform and
AAA regional EDMs. All components were designed to
direct consumers to the Hotel Special offers landing page on the Visit Anaheim website.
The 3 month Fall Focus generated 13.9 Million impressions Tourism
58 324
Consumer Program:
AAA Summer
Campaign
March 2024 - July 2024
Due to feedback from our partners, our Fall AAA campaign was shifted to direct travel towards summer. In addition to the shift in calendar, we expanded the reach of this
campaign in the Texas market. Our domestic efforts
included a AAA campaign where Visit Anaheim and
partners were featured in the August–November Westways
magazine, Via digital platform and AAA regional EDMs. All components were designed to direct consumers to the
Hotel Special offers landing page on the Visit Anaheim
website.
The 3-month summer focus generated 20.9 Million
impressions.
Tourism
59 325
Consumer Program:
SXSW Austin
Undercover Tourist
Campaign
March 2024 - May 2024
Visit Anaheim participated in SXSW, during the culture
track activations with a hospitality suite. Local vendors were featured with a coffee station, nacho bar, and culminating with a happy hour hosted by James Beard Nominated
Anaheim favorites, Strong Water. In conjunction with this activation was the AAA Texas Explorer campaign and a
campaign partnership with Texas based wholesale
operator, Undercover Tourist.
The Spring Campaign was promoting Pixar Fest and
Summer travel and resulted 6.8 Million impressions and
2,100 attributable room nights.
Tourism
60 326
Consumer Program:
RedTag.CA & NHL
January 2024 - April 2024
Visit Anaheim partnered with RedTag.ca on an in-trade
partnership coinciding with Visit Anaheim’s sponsorship with NHL Vancouver Canucks and Edmonton Oilers.
Visit Anaheim gave exposure to RedTag.ca as the main call to action for various ads at NHL games as well as
supplemental social media ads from Visit Anaheim.
The digital campaign with RedTag.ca resulted in 20 million impressions and generated 480 room nights booked
equating to $155,000.
Tourism
61 327
New Zealand Consumer
Program:
NZ House & Garden
Magazine
July 2022
NZ House & Garden is a luxury magazine that deals with
high end travel and décor. This article was a culmination of efforts from Pip and our partners to focus on botanical aspects of Orange County and included interviews with
Disney horticulture teams as well as Anaheim city officials.
The 6-page spread included information on the Westin
Anaheim Resort, Catalina Island, Disneyland Resort,
Fullerton Arboretum and Anaheim Resort entrance
signage.
Campaign Results: 93,000 Impressions
Tourism
62 328
Tourism
New Zealand Consumer
Program:
Coast Radio
October 30, 2023 – November 17, 2023
The Coast Radio campaign was a collaborative campaign
with Air New Zealand and local radio station to promote a prize package to Anaheim. Campaign included promotion
of the prize and listener interaction with Anaheim trivia to qualify for the program. Content ran during peak drive time over a four-week period.
Campaign Results: 186,918 Impressions
63 329
Consumer Program:
Expedia Co-ops
The Tourism Department led seasonal domestic co-op campaigns with Expedia Group promoting the destination targeting travel intenders from Anaheim's top origin domestic fly and drive markets. These campaigns included banner ads across Expedia Group's owned travel sites and a landing page on Expedia.com featuring participating hotels and activities. Visit Anaheim partner hotels had the opportunity to participate in the co-op campaign by being featured on the Visit Anaheim landing page promoted in the campaign.
Tourism
Domestic Co-op
Summer 2023 Campaign
(Jun. 2023 – Aug. 2023)
Spring 2024 Campaign
(Mar. 2024 – May 2024)
Summer 2024 Campaign
(Jun. 2024 – Aug. 2024)
Results
Domestic Co-ops Totals
(Summer 2024 campaign
results not included)
Impressions: 1,477,156
Room nights: 54,269
Hotel Gross Bookings:
$13,663,000
64 330
Consumer Program:
Expedia Co-ops
The Tourism Department led two international campaigns
with Expedia Group promoting the destination targeting
travel intenders from Anaheim’s top international markets.
These campaigns included banner ads across Expedia
Group's owned travel sites and a landing page on
Expedia.com featuring participating hotels.
One campaign targeted three key international markets with a robust offering of ad exposure targeting both B2C and B2B through Expedia’s Travel Agent program
Tourism
International
International Campaign (Australia,
Canada & Mexico)
Jul. 2023 – Oct. 2023
Canada 2024 Campaign (with Visit
California & Brand USA)
(April 2024 – Jun. 2024)
Results
Domestic Co-ops Totals
International Campaigns:
Impressions: 31,515,343
Room nights: 37,711 room nights
Hotel Gross Bookings
$9,158,800
65 331
32,992,499
Impressions
91,980
Room Nights
$22,821,000
Hotel Gross Bookings
Expedia
Programs
Totals
FY23/24
66 332
Consumer Program –
Brand USA:
Orange County
Canada Campaign
March 2023 - July 2023
Visit Anaheim partnered with Visit Buena Park and Travel Santa Ana on a three-city OC co-op campaign with Brand
USA targeting the Canada market. The purpose of the
campaign was to leverage the multi-city partnership to
create a larger and more impactful presence. The
campaign included inclusion in Brand USA’s interactive
travel guide that is promoted digitally in Canada, display ads, Facebook ads, and inclusion on the Visit the USA
Expedia Landing Page promoting hotels which generated
7,296 room nights equating to $1.76 Million in gross hotel bookings for Anaheim and Garden Grove hotels.
Tourism
67 333
Consumer Program – Get Away Today:
Give the Gift Campaign
November 1, 2023 – December 31, 2023
Get Away Today continues to be the Top Producing
Domestic Wholesale Operator for tickets and room
nights into Anaheim. Visit Anaheim celebrated 34
years of partnership in 2023/24 with several
campaigns aimed at key feeder drive-markets of
Western states. Give the Gift of a vacation began in
the fall promoting winter and spring travel to Anaheim
with a multi-layered approach including social media
ads, TV segments and influencer engagement.
Campaign Results:
728,455 Impressions
830 Packages
3,043 Room Nights
Tourism
68 334
Consumer Program – Get Away Today:
Spring into Savings Campaign
February 26, 2024 – April 30, 2024
Get Away Today continues to be the Top Producing Domestic Wholesale Operator for tickets and room nights into Anaheim. The Spring into Savings promotion was aimed at Angels Spring Training with an influencer event at Spring Training opening week, a sponsorship at Tempe Diablo Stadium and a communication overlay with TV interviews/sweepstakes and special offers for the Arizona market day.
Campaign Results:
5,601,214 Impressions
1228 Packages
4,985 Room Nights
Tourism
69 335
Consumer Program:
Get Away Today
Appreciation Program
June 2024
23 Partners
40 Get Away Today Staff
78 Influencers
Program Components
Season Consumer Campaign
Olympic Field Event
Office Visit - Gameday
In Stadium Activation
Tailgate Party with GAT Staff
Partner Tradeshow
Influencer Workshop
Media Interviews
Social Media Engagement
Tourism
70 336
Consumer Program:
AMA Travel
August 2023 – December 2023
Visit Anaheim partnered with AMA Travel (the
travel division of the Alberta Motor Association) in
Canada on a co-op campaign with the goal of
inspiring Albertans to travel to Anaheim. This
campaign featured dedicated articles on the AMA
Travel website, emails to the AMA’s membership
database, social media, and a segment on Global
News Edmonton promoting Anaheim packages
with AMA Travel.
The campaign generated over 1.1 Million
impressions and resulted in 1,322 room nights
with an average length of stay of 5 nights.
Tourism
71 337
Consumer Program:
Southwest Airlines
Vacations
June 2024 – December 2024
Visit Anaheim partnered with Apple Leisure Group
and affiliates for in in-summer for summer
campaign. This campaign launched in June and
will run through December 2024 with featured
ads on the Southwest Airlines Vacations landing
page, dedicated e-newsletters, a three-city feature
followed by a dedicated Anaheim presence across
Southwest Vacations and Funjet Vacations.
Tourism
72 338
2023-2024 Sales Missions
Tourism
Programs Month/Year Market
Get Away Today Expo/Event August 2023 Domestic
Visit Anaheim South Korea Mission September 2023 South Korea Visit Anaheim Japan Sales Mission September 2023 Japan
Visit Anaheim Canada Sales Mission November 2023 Canada Visit USA Australia February 2024 Australia
Brand USA B2B Australia February 2024 Australia
Brand USA B2B New Zealand February 2024 New Zealand
Discover America Expo February 2024 New Zealand
Visit Anaheim Mexico Sales Mission June 2024 Mexico
73 339
Visit Anaheim Trade & Media
Mission South Korea
September 2023
The Tourism Department led a Sales Mission to South Korea. This mission had been in the works since 2020 with City Officials from Garden Grove visiting their Sister City of Anyang. This trip was combined with trade and media events in Seoul. This sales mission focused on educating travel agents in-market as well as to develop and nurture strong relationships with key travel trade operators.
Delegates met with key Korean clients and media to promote increased length of stay and more engaged story-telling to a rapidly growing audience.
Delegates also participated in travel agent trade shows and training presentations in Seoul. With the growth of a new generation of travel agents, education remains a top priority to ensure that Anaheim remains top of mind. The mission also included a VIP networking reception in Seoul, a media round table and a reception with South Korea influencers. The sales mission overall connected delegates with 184 total trade contacts.
Tourism
74 340
Visit Anaheim Trade & Media
Mission Japan
September 2023
The Tourism Department led a Sales Mission to Japan. This trip was combined with trade and media events in Tokyo along with in office visits to Japanese Association of Travel Agents (JATA). This sales mission focused on educating travel agents in-market as well as to develop and nurture strong relationships with key travel trade operators. Delegates met with key Japanese clients and media to promote increased length of stay and more dynamic story-telling to a very mature market. Shohei Ohtani was still an Angel at the time of travel.
Delegates also participated in travel agent trade shows and training presentations in Tokyo. With the growth of a new generation of travel agents, education remains a top priority to ensure that Anaheim remains top of mind. The mission also included a VIP networking reception in Tokyo, a media round table and a reception with the Mayor of Mito City where the Visit Anaheim delegation presented a Mayoral Proclamation of friendship. The sales mission overall connected delegates with 184 total trade contacts.
Tourism
75 341
Visit Anaheim Trade & Media
Mission Canada
November 2023
The Tourism Department led our annual Canada Sales Mission with a delegation of 18 partners including hotels, theme parks, and transportation companies. The multi-city sales mission focused on educating travel agents in-market as well as to develop and nurture strong relationships with key travel trade operators. Delegates met with key Canadian clients and attended educational sessions which included updates from the two largest Canadian Airlines, WestJet and Air Canada.
Delegates also participated in travel agent trade shows and training presentations in Calgary, Edmonton and Vancouver. With the growth of a new generation of travel agents, education remains a top priority to ensure that Anaheim remains top of mind. The mission also included a VIP networking reception in Vancouver for key trade clients and media with an update from Visit Anaheim on new updates to the destination. The sales mission overall connected delegates with 316 total trade contacts.
Tourism
76 342
Visit USA Shows Australia &
New Zealand
February 2024
The Tourism Department led a delegation of 6 partners to Australia and New Zealand to participate in the Visit USA Australia Expos and Brand USA NZ Expo. This mission included Visit Anaheim events in Brisbane, Sydney and Auckland in addition to B2b Sessions in Sydney and Auckland. Travel Agent Education Expo events in Brisbane, Melbourne, Sydney and Auckland focused on educating many new travel agents, as well as to develop and nurture strong relationships with key travel trade operators. Delegates participated in travel agent trade shows and training presentations in each of the cities including a special media event in Sydney. In addition to the travel agent training, delegates also met with key trade operators and product buyers in 1-on-1 appointments and a Visit California reception in Sydney. The sales mission also included events with key trade, media, and influencers. The sales mission overall connected delegates with 680 total travel agents and trade contacts and also included coverage from key trade media Karry-on, Travel Today and Travel Daily.
Tourism
77 343
Visit Anaheim Trade & Media
Mission Mexico
June 2024
The Tourism Department led our annual Mexico Sales Mission with a delegation of 8 partners. The sales mission included Mexico City and Guadalajara. Mission components focused on educating the travel agents which is something that is in strong demand in the market, as well as to develop and nurture strong relationships with key travel trade operators.
Delegates participated in travel agent trade shows and training presentations in each of the cities including a special presentation from Comscore LATAM to share insight into the media preferences of Mexican travelers.
In addition to the travel agent training, delegates also met with key trade operators and product buyers in 1-on-1 appointments and a client lunch with Volaris Airline and Ya Vas (the vacation package division of Volaris). The sales mission also included events with key trade, media, and influencers in Mexico City with a batting cages experience and in Guadalajara a unique outing with key contacts to Tequila. The sales mission overall connected delegates with 235 total trade contacts and included interviews with key trade and consumer media outlets in market.
Tourism
78 344
FAMs
Tourism
In fiscal year 2023/2024, the Tourism Department hosted 20 fam groups
from 5 key international markets including Canada, Australia, New Zealand, Mexico, Asia and 4 domestic groups with a
total number
200 travel professionals.
79 345
2023-2024 FAMS
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80 346
2023-2024 FAMS Continued
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Tourism
81 347
Webinar Trainings
In fiscal year 2023/2024, the Tourism Department conducted 22 webinar trainings for 2 domestic and 5 key international markets including:
Mexico
Canada
Australia
New Zealand
Japan
Reaching a total number of
1,774 travel professionals.
tment conducted
y international
Tourism
82 348
Webinars
PROGRAMS MONTH/YEAR MARKET
Disney Imagination Campus Showcase August 2023 Domestic Dugan’s University Training September 2023 Domestic
Archer Webinar September 2023 Mexico
InterTravel Webinar September 2023 Mexico
Geo Travel Webinar September 2023 Mexico
Travel Weekly/Travel Age West CA Connect October 2023 Domestic Destination Specialist Program November 2023 All
Australia Destination Webinar November 2023 Australia
Anaheim Specialist Program Webinar January 2024 All
Yadira Viajes February 2024 Mexico
Viajes Tu Mundo February 2024 Mexico
Mega Travel Webinar March 2024 Mexico
Tourism
83 349
Programs Month/Year Market
Grupo Posadas Webinar March 2024 Mexico
Club California - Japan Q1 March 2024 Japan
Mega Travel Training April 2024 Mexico
Price Travel Webinar April 2024 Mexico
St. Cuthberts Academy New Zealand April 2024 New Zealand Travel Brands Webinar May 2024 Canada
Club California – Japan Q2 June 2024 Japan
AFEET Association Presentation June 2024 Mexico
Mazzarino Viajes Training June 2024 Mexico
Viajare Training June 2024 Mexico
Webinars
Tourism
84 350
Trade Shows and Events
Program Month/Year Market
Student Youth Travel Association AUG 2023 Domestic
Air Canada Vacations Product Launch SEP 2023 Canada
Brand USA Travel Week OCT2023 Europe
Visit California Canada Sales Mission JAN 2024 Canada
City of Anaheim Trip to Japan APR 2024 Asia IPW 2024 MAY 2024 All markets Tourism
85 351
2023 Trade Show Events
August 2023
Disney Imagination Campus Showcase:
SYTA Kick-off
New Program Overview
Hands on Experience
Immersive Storytelling
United Anaheim Message
Tourism
86 352
2023 Trade Show Events
September 2023
Air Canada Vacations Product Launch Shows
Visit Anaheim represented the destination at Air Canada Vacations’ Product Launch shows in Vancouver and
Edmonton. As a participant, Visit Anaheim had a tradeshow table engaging with travel agents about what’s new the in the destination while promoting the Visit Anaheim Canada Sales Mission later that year.
October 2023
Brand USA Travel Week
Visit Anaheim participated in Brand USA Travel Week which is a show that combines one-on-one appointments with
European buyers with educational sessions featuring
marketing trends and market updates.
August 2023
SYTA
Winnipeg, Manitoba, Canada promoted partner categories:
Educational Experiences
Student Friendly Hotels
Group Friendly Restaurants
Transportation Options
Performance Venues
Student Friendly Attractions
45 Appointments
Disney Operator Dinner
Largest Destination Delegation
Tourism
87 353
2024 Trade Show Events
April 2024
City of Anaheim Mission to Japan
Visit Anaheim participated in the Anaheim Mayor’s trip to Mito, Japan along with elected officials and city staff. The goal of the trip was to visit Mito, Anaheim’s sister city and participate in a series of programs and events organized by the Mito municipality. In addition, the itinerary also included meetings at Disney Sea along with a tour of the new land, Fantasy Springs, a potential new expansion to the Disneyland Resort as part of the Disneyland Forward projects. Moreover, the program included the coordination of sales calls to H.I.S and JATA (Japan Association of Travel Agents).
February 2024
Visit USA Australia Travel Agent Expos
Visit Anaheim and a delegation of 6 partners provided Anaheim updates on product and sample itineraries to over 680 Travel Agents in 3 cities.
Melbourne, Brisbane and Sydney were the host locations for the agent trainings which drew participants from Perth, Adelaide and the Gold Coast to hear the latest about travel to Anaheim. While in destination, two consumer campaigns were live, one with HelloWorld / Viva Holidays and the other was a feature story in Holidays with Kids a popular family travel publication. Visit Anaheim engaged with key Australian trade clients including Flight Centre, Luxury Escapes, HelloWorld, Infinity Travel, Ignite Holidays, Qantas Holidays, and Klook and many independent agents. Visit Anaheim also announced that travel agent rates were available through our education portal along with video updates in a local voice.
January 2024
Visit California Canada Sales Mission
Visit Anaheim was represented at Visit California’s Canada Trade Mission to Calgary, Edmonton and Vancouver. This sales mission saw over 200 travel agents and 20 California suppliers with the goal of educating Canadian travel agents on California in a unique tradeshow format. Visit Anaheim engaged with key Canadian trade clients including WestJet Vacations, Air Canada, TravelBrands, and AMA Travel and met with travel agents sharing destination updates and showcasing trip inspiration and resources for Canadian travel professionals.
Tourism
88 354
IPW 2024
May 2024
Visit Anaheim attended IPW, the leading inbound travel trade show, organized by the US Travel Association. This year’s tradeshow was in Los Angeles where Visit Anaheim had a prominent island booth (featuring artwork from Anaheim artist S.
Preston) and increased presence at the show.
Over 35 Visit Anaheim partner companies were in attendance with seven partners in the Visit Anaheim booth. The Tourism Department conducted over 130 appointments with buyers from domestic and international markets with the goal of generating future business, develop/continue working relationships with key operators, prospect marketing initiatives to drive bookings, and connecting buyers with Anaheim product for contracting. By participating at IPW now, Visit Anaheim and area partners are expected to see business developed from IPW come to fruition over the next couple of years.
Visit Anaheim also had the great pleasure of welcoming City of Anaheim elected officials participate at IPW which included a tour of the IPW tradeshow floor and meetings with key industry leaders.
Anaheim will be the host city for IPW in 2030.
Tourism
89 355
IPW 2024
California Plaza
May 3-4, 2024
With IPW’s return to the Golden State, the California destinations welcomed show attendees at the second ever California Plaza powered by Visit California. This plaza was first introduced at IPW 2019 in Anaheim and was brought back as an engagement zone located outside the Los Angeles Convention Center.
Visit Anaheim participated in the California Plaza as a Platinum Level Partner (the highest tier) with an expansive activation space. The Visit Anaheim section featured numerous partners with food and beverage offerings inspired by the destination, Brewery X beer, Anaheim Packing House façade food and beverage station, a video wall with rotating vignettes and special activation zones featuring Disneyland Resort, South Coast Plaza, OCVIBE, and Angels Baseball.
Tourism
90 356
IPW 2024
Visit USA Australia &
New Zealand
May 4, 2024
Visit Anaheim was a featured sponsor for the Visit USA Australia welcome reception at IPW that saw over 80 buyer and media delegates from Australia and New Zealand. As the signature cocktail sponsor, Visit Anaheim’ signature drink, the “Meihana” (which is Anaheim backwards) welcomed reception attendees as the IPW festivities kicked off.
Visit Anaheim’s constant presence in the market and participation in Visit USA’s programs and expos gave us the opportunity to be included as a featured sponsor. Visit Anaheim President & CEO, Mike Waterman greeted delegates with a message of inspiration about the future of Anaheim.
Tourism
91 357
IPW 2024 Post-Fams
May 3-4, 2024
Visit Anaheim capitalized on IPW’s close proximity to host three IPW Post Fams to give key clients an opportunity to experience Anaheim first-hand.
Visit California Trade & Media Post Fam consisted of 21 trade and media attendees representing 10 countries
Visit California China Post IPW-Fam hosted 14 trade partners from China
Visit Anaheim Destination Showcase hosted 7 top producing trade partners from Australia and New Zealand.
Tourism
92 358
221,106
Total Room Nights
4,840
Total Travel Trade
Reached
104,644,139
Total Impressions
Tourism
Program
Results
2023/2024
93 359
Anaheim Specialist Program
Total # of Travel Professionals completing online training program from July 2023 – June 2024 A self-pace online training program for travel professionals with tools and resources on how to sell Anaheim, now with versions both in Spanish & English.
Tourism
94 360
2025 Tourism Focus
Visit Anaheim will continue to focus on growing room nights and length of stay for our Anaheim/Garden Grove hotels. With 17+ million annual international arrivals to California and approximately 2 million visit Anaheim, the potential to increase share is substantial.
Our strategic approach will include the following activities:
Fully integrate consumer and trade efforts with media partnerships Develop and nourish partnerships in top tier markets with prime focus in:
DDomestic: Pacific Northwest, Texas and Arizona
International:: Canada, Mexico, Australia, New Zealand, UK Establish and evolve new UK Travel Trade representation office Align with Visitt Californiaa and Brandd USAA programs for a broader reach Participate in Visit California’s consumer direct programs through co-op marketing and multi channel programs
Join Sales Missions, client events
Participate in California Club representation in Tier 2 markets Japan, China, Korea and India
Expand and introduce new segments such as:
Receptive operators to develop group business
Student Travel/SYTA
MICE (Meetings/Incentives/Congresses/Exhibitions) from international source markets
India inbound leveraging Visit California and Brand USA’s new focus Continue building momentum with key trade partners in Asia Participate in Visit California’s “Club California” training series in Japan and Korea
Provide destination education through fams, webinars and travel trade training Consumer efforts will be deployed including co-ops with trade partners, non-traditional partners, integrative programs and in-market activations with a booking call-to-action to maximize results. We w ill also target the upscale consumer through co-op trade and travel trade training.
Domestic efforts will include ongoing multi-layer programs and partnerships at MLB Spring Training affiliated with the Anaheim Angels. New partnerships in Seattle will be developed to leverage the direct air service to SNA.
Our tier 1 markets will be given primary focus on trade and consumer efforts supported by our international representation. We will be exploring ways to elevate our Canada Mission to engage more media and incorporate meeting planners - adding an event in Toronto. We will stay close to the impact the tariff threats may have on inbound tourism and adjust our focus accordingly.
A bold new, state-of-the-art larger booth at IPW will dramatically elevate our presence and give room for more partners to participate. Club Anaheim, our client event, will be brought back kicking off in Chicago.
Visit Anaheim will meet with international buyers at AIME Australia and IMEX Frankfurt under the Brand USA umbrella to develop group business.
All consumer and trade efforts (either organized by Visit Anaheim or participating through industry trade partners), serve as an extension of our partners' sales and marketing teams. Our guiding principle is to develop and leverage those destination initiatives our partners cannot develop by themselves and to amplify their reach resulting in a larger economic impact to the Anaheim area.
95 361
MARKETING
MARKETING
362
Marketing
Impressions
July 1, 2023-June 30,2024
118,450,517
Total Impressions
(up %% from previous year)
111???
July 1, 2022-June 30, 2023
Marketing
Impressions
July 1, 2023-June 30, 2024
TOTAL IMPRESSIONS:
118,450,517
97 363
Leisure Marketing
HERE WE GO!
The "Here We Go!" campaign was launched in two phases: Fall 2023 and Spring 2024.
The Fall 2023 campaign ran from September 5 to November 17, targeting leisure travelers from various markets including Los Angeles, San Diego, San Francisco, Phoenix, Las Vegas, and Seattle. The primary demographic was families, especially multigenerational ones, with a mostly female audience (56%), median age 39, and a median household wealth of $127K. The campaign aimed to extend visitors' stays in Anaheim by encouraging them to explore more of the area.
The Spring 2024 campaign, running from March 5 to June 30, targeted both new and past visitors from similar markets as the Fall 2023 campaign. The focus shifted slightly to include millennial couples along with families and multigenerational families. This campaign prioritized digital media, primarily using display ads through Epsilon, a person-first digital marketing platform that allows for accurate consumer recognition across touchpoints and hyperfocus on likely visitors to Anaheim.
FALL 2023
Dates
September 5 – November 17, 2023
Target Market
Target leisure travelers from the following markets: Los Angeles, San Diego, San Francisco/Oakland/ San Jose,
Sacramento/Stockton/Modesto, Phoenix, Fresno/Visalia, Las Vegas, Salt Lake City, Bakersfield, Seattle/Tacoma
Target Demographics
The campaign primarily targeted families, especially multigenerational ones, with a mostly female audience (56%), median age 39, and a median household wealth of $127K.
Channels
• Zeta Global: Programmatic Video and Standard Display Ads • Viant: CTV and Pre-roll
• Sojern: Programmatic Video and Standard Display Ads
• GoogleAds: Search Engine Marketing (SEM)
• OOH: John Wayne Airport and Anaheim Transportation Network Marketing
98 364
Here We Go!
Fall 2023
Results
26M
Impressions
.34%
Click-through Rate
(89% above industry average*)
1,259
Visitors to Anaheim
$111.20
Cost Per Acquisition
FOOTNOTE:*Industry Average Benchmarks:
CTR: 0.10%-0.18%
99 365
100
Leisure Marketing
HERE WE GO!
SPRING 2024
Dates
March 5 – June 30, 2024
Target Market
New and past visitors from Los Angeles, San Fran-Oak-SJ, Seattle- Tacoma, Phoenix, Sacramento, San Diego, Salt Lake City, Las Vegas, Fresno-Visalia, Bakersfield
Target Demographics
Families, Multigenerational families, millennial couples.
Channels
Epsilon: person-first digital marketing platform which allows us to accurately recognize consumers across all touchpoints and hyperfocus on those who will most likely show up in Anaheim.
366
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Campaign Metrics: Anaheim
Measurement Window: March 5, 2024-June 30, 2024
101 367
102
Luxury Marketing
“THE GREATEST LUXURY OF ALL”
Launch Date
June 27, 2024
"THE GREATEST LUXURY OF ALL" campaign launched on June 27, 2024, after nearly two years of preparation. Targeting new and past visitors from major cities like Los Angeles, San Francisco Bay Area, Seattle, Dallas, Chicago, and Phoenix, the campaign focuses on families, multigenerational families, and millennial Disney couples with high household incomes and an interest in luxury travel. The campaign showcases Anaheim's top offerings, including four AAA 4-Diamond hotels, Michelin-starred dining, high-end shopping, spas, and the Crown Collection at Disneyland® Resort.
In addition to the campaign, Visit Anaheim joined Virtuoso as a Preferred Destination to enhance its presence in the luxury market. This partnership aligns with Visit California's strategy and leverages Virtuoso's network of top travel advisors and affluent travelers.
Target Market
New and past visitors from Los Angeles, San Francisco Bay Area, Seattle, Dallas, Chicago, Phoenix Target Demographics
Families, Multigenerational families, Millennial Disney couples, HHI 250+, interest in luxury travel, hotel spend of $500 (luxury hotel brand such as JW Marriott, Westin, and others) Channels
Epsilon/Viant – display ads, CTV, pre-roll
368
Luxury
Campaign
Results
Campaign totals as of June 30, 2024
121,834
Impressions
1,481
Traffic
1,282
Newsletter Sign-ups
(or switched over to this newsletter from regular newsletter)
SOCIAL MEDIA WEBSITE
484
Total Engagements
1,662
Press Release Views
103 369
104
Luxury Marketing
Virtuoso Membership
Metrics
• Virtuoso Magazine ad impressions: 122, 640
• Travel Advisors trained: 81
• Virtuoso Travel Week, August 2023: Engaged with
135 travel advisors and showcased Anaheim to
over 2,000 luxury travel partners
370
Meetings & Conventions Marketing
HERE WE GO!
The "Here We Go!" Meetings and Conventions (M+C) campaign was conducted in two phases: Fall 2023 and Spring 2024. Both campaigns targeted meeting and convention planners throughout the US, focusing on professionals involved in site selection, event logistics, budgeting, and decision-making.
FALL 2023
Dates
September 13, 2023 – December 31, 2023
Target Market
Meeting and Convention Planners throughout the US.
Target Demographics
The target audience includes planners involved in site selection, event logistics, budgeting, and decision-making.
Channels
Zeta Global: Programmatic Video and Standard Display Ads Sojern: Programmatic Video and Standard Display Ads
GoogleAds: Search Engine Marketing (SEM)
Meetings Today: Email Drip / Lead Nurturing
LinkedIn: Single Image and Carousel Ads
Greenspring: Dedicated eBlasts
Marketing
105 371
16M
Impressions
.24%
Click-through Rate
38,781
Clicks
576
Leads
Here We Go!
M+C
Fall 2023
Results
18%
Brand lift in likelihood to consider Anaheim
for their next meeting or event
106 372
Meetings & Conventions Marketing
SPRING 2024
Dates
March 25, 2024 – June 30, 2024
Target Market
Meeting and Convention Planners throughout the US
Target Demographics
The target audience includes planners involved in site selection, event logistics, budgeting, and decision-making
Location of highest engaged audience: New York, Louisiana, DC/Baltimore, Greater Chicago area, San Francisco Bay Area, Greater Boston area, and Dallas/Fort Worth Channels
LinkedIn: Single Image, Carousel, and Video Ads
Prevue Meetings & Incentives: Targeted Eblast & Video Ads Smart Meetings: Email Drip Campaigns, Targeted Eblasts, Standard Display Ads, Social Media Ads, eNews Ads
Meetings Today: Standard Display & Remarketing Ads, Facebook Retargeting Ads, Newsletter spotlight
NorthStar Meetings Group: Social Media Ads, eNews Ads Meeting Professionals International (MPI): Dedicated eBlast, Standard Display Ads Conference Direct: Standard Display Ads
Sojern: Standard Display Ads, Native Video Ads
CVENT: Native Ad
Marketing
107 373
5.4M
Impressions
.56%
Click-through Rate
30,639
Clicks
1,110
Leads
Here We Go!
M+C
Spring 2024
Results
108 374
Marketing
M+C Results: July-December 2023
M+C Results: January 1-June 30, 2024
109 375
OOH Marketing
The "Here We Go!" campaign has been implemented at
two key OOH locations: John Wayne/Orange County Airport (SNA) and the Anaheim Transportation Network (ATN).
At SNA, the campaign has been running since January 26, 2023, featuring electronic signage in baggage claim areas, static signage in Terminals A and C, kiosk signs in Terminal B, and two digital signs on the main escalator to baggage claim.
The ATN component of the campaign, which began on
June 22, 2023, involves interior billboard panel ads on 18 buses covering the Disneyland® Resort route, exterior ads on 4 buses, and the campaign video shown across the
entire fleet. These ads support the mobile savings pass.
Impressions
Impressions: SNA: 8,412,048
QR Code downloads: 62
Impressions: ATN: 3,497,842
QR Code downloads: 299
Marketing
110 376
Marketing
Website
From July 1, 2023, to June 30, 2024, visitanaheim.org experienced significant growth across key metrics.
During this period, several notable website enhancements were implemented.
Multiple Disney website take-overs were launched, including content for Disney 100, Halloween Time, Holidays at the Disneyland® Resort, and Pixar Fest.
Additionally, a Luxury Microsite was introduced on June 27, 2024, and new Accessibility webpages were launched on February 8, 2024.
Results
Total Users:
1,158,382 vs 815,378 in previous year
YOY Increase: 42.07%
Organic Search Total Users:
564,735 vs 467,857 in previous year
YOY Increase: 20.71%
Total Views:
2,617,727 vs 1,722,015 in previous year
YOY Increase 52.02%
Organic Search Views:
1,230,733 vs 1,044,475 in previous year
YOY Increase: 17.83%
111 377
Email Marketing
From July 1, 2023, to June 30, 2024, the Visit Anaheim total consumer email segment experienced significant growth, with a 62% increase in recipients year- over-year, reaching 822,809 subscribers. This segment maintained a 28% open rate and a 0.8% click rate. Notably, specialized segments such as Outdoor/Active, Foodie, and Family Fun were introduced, showing promising engagement rates. The Foodie segment, in particular, demonstrated high engagement with a 45.5% open rate and a 6% click rate.
The Partnership segment saw a 31.2% decrease in recipients but maintained solid engagement with a 35.3% open rate and 3.9% click rate. In contrast, the Meetings and Conventions segment grew by 37.3%, reaching 33,988 recipients, with a 30.4% open rate and 4.3% click rate. These figures suggest that while the overall email audience has expanded, targeted segments are proving effective in engaging specific interest groups, potentially offering opportunities for more personalized and effective email marketing strategies.
• TOTAL CONSUMER EMAIL
o Total Number of Recipients: 822,809
o YOY Recipient Growth: 62% increase
o Open Rate: 28%
o Click Rate: 0.8%
• OUTDOOR/ACTIVE SEGMENT
o Total Number of Recipients: 6,932
o YOY Recipient Growth: Not Enough data for YOY comparison.
Launched April 2023
o Open Rate: 43.9%
o Click Rate: 3.7%
• FOODIE SEGMENT
o Total Number of Recipients: 11,595
o YOY Recipient Growth: Not Enough data for YOY
comparison
o Open Rate: 45.5%
o Click Rate: 6.0%
• FAMILY FUN SEGMENT
o Total Number of Recipients: 13,719
o YOY Recipients Growth: Not Enough data for YOY
comparison
o Open Rate: 40.8%
o Click Rate: 2.5%
• PARTNERSHIP:
o Total Number of Recipients: 36,080
o YOY Recipients Growth: 31.2% decrease
o Open Rate: 35.3%
o Click Rate: 3.9%
• MEETINGS AND CONVENTIONS:
o Total Number of Recipients: 33,988
o YOY Recipients Growth: 37.3% increase
o Open Rate: 30.4%
o Click Rate: 4.3%
*Open Rate = recipient opened email
**Click Rate = recipients clicked any link inside the email Marketing
112 378
113 379
Digital Savings Passes
Visit Anaheim Digital Savings Pass
The Visit Anaheim Savings Pass, offering discounts throughout Anaheim and Orange County, saw significant growth with 3,575 sign-ups, a 417.4% year-over-year increase.
The Attendee Perks Pass, designed for convention delegates, experienced even more dramatic growth with 2,414 sign-ups, a 1,226.4% increase from the previous year. The Brew Pass, focused on local Anaheim area breweries offering discounts and a gamified feature to earn a Visit Anaheim beer stein.
Number of discount offers: 48
Results:
• 3,575 Sign Ups vs. 691 previous year
• YOY Growth: 417.4%
Attendee Perks Pass:
Number of discount offers: 56
Results:
• 2,414 Sign Ups vs. 182 previous year
• YOY Growth: 1,226.4%
Visit Anaheim Brew Pass:
Number of discount offers: 14
Results:
• 4,420 Sign Ups vs. 2,006 previous year
• YOY Growth: 120.3%
Marketing
114 380
Content & Creative Development
Content and creative development efforts included 57 website blogs, and an impressive 562 graphic projects, 15 video shoots, and 19 photography shoots.
Number of content pieces delivered:
• Website blogs: 57
Number of creative jobs delivered:
• Graphic projects: 562
• Video shoots: 15
• Photography shoots: 19
The Visit Anaheim Destination Guide, targeting prospective visitors to Anaheim and Garden Grove, saw 125,000 printed guides distributed across various locations including hotels, airports, visitor centers, and international markets. The guide generated 1,545 mail requests through the website.
Distribution:
• 150+ Orange County visitor marketing locations including hotels, motels, car rental offices, RV parks
• 200+ corporate/retail locations in Northern California and Arizona • Visitor centers including all California welcome centers • Airports including John Wayne Airport-Orange County, San Diego, Oakland, San Jose, Monterey, Sonoma County, Phoenix-Mesa Gateway
• Travel agents and tour operators
• Key international markets including Canada, Australia/New Zealand, and Latin America Website destination guide mail requests: 1,545
Destination Guide
visitors to Anaheim and Garden Grove,
ions including hotels, airports, visitor
45 mail requests through the website.
ng hotels, motels, car rental offices, RV
and Arizona
, San Diego, Oakland, San Jose,
New Zealand, and Latin America
Marketing
115 381
Certified Autism Center Destination
In October 2023, Visit Anaheim partnered with IBCCES -
The International Board of Credentialing and Continuing Education Standard, to become a Certified Autism Center. The Certified Autism Center (CAC) designation
recognizes organizations that have successfully
completed extensive training from leading autism
experts.
100% of the Visit Anaheim staff completed the training and are now “Certified Autism Travel Professionals.
In February 2024, rolled out the training program to our 600 Certified Tourism Ambassadors (CTAs) and
incorporated the training in the CTA program.
Marketing
116 382
2025 Marketing Focus
In 2025, Visit Anaheim’s Marketing team will leverage data, visitor insights, and local sentiment to reposition our brand as we enter the Golden Decade.
The new marketing agency RFP will provide a fresh voice and tone, while we continue optimizing strategic growth, market personalization, and digital innovation to strengthen Anaheim’s presence on a global scale.
Leisure Marketing
Target niche markets with personalized messaging to attract high-potential visitors.
Expand advertising across print, OOH digital, CTV, and co-op partnerships with Visit California & niche channels.
Develop long-term messaging for national events (FIFA World Cup, Super Bowl, Olympics, OCVIBE, Disneyland Forward).
Expand Out-of-Home (OOH) presence in key feeder markets. Provide ongoing marketing support for Visit Anaheim’s savings passes. Refresh & relaunch Here We Go! campaign assets.
Strengthen luxury marketing efforts by:
Developing co-op plans with luxury partners & Visit California. Expanding advertising to reach mature luxury travelers. Supporting Luxury Travel Advisor Training (domestic & international). Spring photoshoot to enhance creative assets.
Meetings & Conventions Marketing
Continue Search Engine Marketing (SEM) campaign.
Develop a sports marketing advertising plan.
Expand telemarketing program to increase leads.
Audit & refresh M+C webpages and imagery.
Develop M+C luxury marketing strategy.
Focus on content development & thought-leader positioning for executives.
Local & Community Marketing
Develop an Accessibility + Inclusion (A+I) marketing plan. Create a Community Relations marketing plan to strengthen local engagement.
Expand Certified Autism Destination support for partners & the local community.
Engage research partner for an Anaheim Resident Sentiment Survey.
Digital Marketing & Website
Continue always-on PPC to drive website traffic.
Launch new Visit Anaheim website with enhanced features. Grow Accessibility webpage & integrate AI for productivity. Introduce a new savings pass for the local community. Digitize all Visit Anaheim historical assets.
Expand content marketing strategy for niche demographics. Grow email audience and strengthen local communication.
Brand Development
Execute Brand Refresh with a new umbrella marketing campaign. Distribute RFP for ad agency support.
Additionally, the Marketing team will support international market reengagement, workforce development, and integration of the Tourism Economics Symphony Attribution Platform to enhance data-driven decision-making.
117 383
COMMUNICATIONS
384
Media Relations
Communications
Visit Anaheim continues to implement a robust media relations strategy targeting meetings & conventions trade media as well as local and travel media to keep Anaheim top of mind for both leisure travelers and meeting planners.
13 Total Press Releases
385
Total Media Clips
1.4B
2022/23 Impressions
1,502,856,499
2023/24 Impressions
(Up 7% from previous year)
119 385
Broadcast Partnerships
Summer 2023: Salt Lake City – KUTV: For the activation with the Salt Lake Bees, Visit Anaheim partnered with the Salt Lake City CBS affiliate – KUTV. The team secured 2 “Fresh Living” segments to promote the giveaway, one segment ran the afternoon prior to the event, promoting locals to attend the game. The additional “Fresh Living” segment along with 6 partner interviews ran the first weekend of August, resulting in over 5 million media impressions.
Fall 2023: Los Angeles – KCAL: The Communications team partnered with KCAL/CBS News in support of Honda Center’s 30
th Anniversary Concert. The
partnership included a broadcast interview with Visit Anaheim and a giveaway for 2 tickets to the Anniversary Concert, 2 tickets to an Angel game and a 2-night stay at the Sheraton Park Hotel. This contest generated over 400 entries and nearly 1 million media impressions.
Fall 2023: Las Vegas – KLAS8: Visit Anaheim partnered with Las Vegas 8 News (CBS affiliate to promote Halloween festivities happening throughout the resort. The 5 segments focused on the following: The 100th anniversary of Anaheim’s Fall Festival & Halloween Parade, the Howard Johnson Hotel’s sponsored parade float, Knott’s Scary Farm’s 50th anniversary, spooky themed treats at the Anaheim Packing House, Harbor Blvd.’s trick-or-treating event and Honda Center’s upcoming events including Nitro Circus & the start of Ducks hockey season. The partnership included 2 giveaways that ran on Las Vegas NOW and Good Day Las Vegas, resulting in 17.5 million media impressions.
Winter 2023: San Francisco – NBC: The Communications team secured a broadcast partnership with NBC’s “California Live” and Telemundo’s “Acceso Total” lifestyle shows to promote holiday travel to Anaheim from the bay area market. The segments included a giveaway to run until November 21
st which included 4 tickets to Knott’s
Merry Farm, 4 tickets to Muzeo Express, a 2-night stay at the Anaheim Majestic Garden Hotel, and a $75 gift card to Hanagi Japanese Restaurant. This partnership resulted in over 3 million impressions.
Communications
120 386
Broadcast Partnerships Continued
Winter 2024: Phoenix – KPNX12: Visit Anaheim partnered with NBC affiliate in Phoenix to promote Visit Anaheim’s Spring Training activation, in addition to driving visitation to Anaheim. The layered broadcast partnership included 2 “Arizona Mid-Day” segments for Visit Anaheim & Get Away Today, promoting locals to attend the game and the giveaway. The giveaway comprised of 4 tickets to a comedy show at Honda Center, 4 Knott’s Berry Farm tickets and a two-night hotel stay at the Cambria Hotel & Suites. This partnership garnered nearly 1 million impressions.
Spring 2024: Austin – KVUE: While Visit Anaheim was activating at SXSW in Austin, Texas, the Communications partnered with local ABC-affiliate KVUE to promote visitation to Anaheim. Austin is an emerging market for Anaheim being only a 3-hour flight therefore, the team thought it would be beneficial to continue to drive the message to viewers to keep Anaheim at top of mind when planning a vacation. The team secured an interview for Lindsay Swanson on KVUE’s “Spotlight ATX” show where she discussed Texan’s top points of interest, resulting in nearly 800,000 media impressions.
Spring 2024: San Diego – FOX5: The Communications team partnered with FOX5 in San Diego to drive attendance to WonderCon. Being that San Diego is home to Comic-Con – WonderCon’s sister convention, Visit Anaheim sought the opportunity to target those attendees and drive visitation to Anaheim. This partnership included 2 recorded segments with the host of the “Localist SD” show in addition to online coverage promoting the giveaway that comprised of 2 WonderCon tickets, a two-night hotel stay at the Westin Anaheim Resort and 2 tickets to the FlightDeck experience. This media partnership resulted in 14 million impressions.
Spring 2024: San Francisco – ABC: In support of two partners celebrating milestone anniversaries in the hospitality industry, the Communications team partnered with ABC in the bay area market for 2 local spotlight segments highlighting the Desert Palms Hotel & Suites and Castle Inn Hotel & Suites.
Alongside the segments ran a giveaway which included a 2-night hotel stay at the Desert Palms Hotel & Suites, 4 tickets to PBR at Honda Center and 4 tickets to Adventure Lagoon. This partnership resulted in nearly 1 million media impressions. Summer 2024: Salt Lake City – KUTV: The Communications team partnered with KUTV (CBS affiliate) in Salt Lake City to promote Visit Anaheim’s activation at Smith’s Ballpark and partners attending the mission. This partnership resulted in 8 segments that ran on-air and nearly 12 million media impressions. Summer 2024: Los Angeles – KTLA: In support of one of Anaheim’s largest fan conventions, the team partnered with KTLA to drive attendance from one of our top drive markets of Los Angeles. The partnership included 2 segments on KTLA’s “LA Unscripted” show, live coverage of the convention and promo spots promoting a giveaway which included 4 VidCon passes, a 3-night hotel stay at the Viv Hotel and 4 tickets to Knott’s Berry Farm. This partnership garnered 1.2 million impressions.
Communications
121 387
Social Media
Visit Anaheim continues to share content highlighting Anaheim’s culinary scene and hotels, as well as things to do in Anaheim. This content is shared across Visit Anaheim’s Facebook, Instagram, X, Threads, TikTok, LinkedIn, and YouTube accounts.
The content is shared to an audience of 363,391 users.
47,339,170
Total Social Media Impressions
Communications
122 388
Social Media
Visit Anaheim continues to partner with a variety of social media creators to highlight Anaheim attractions, restaurants, and hotels. Since July 1, 2023, Visit Anaheim has successfully completed 43 influencer campaigns, including three familiarization trips with groups of 10+ influencers.
17,575,545
Total Impressions
Communications
123 389
Video Content
Visit Anaheim created and published 96 social media video content, doubling the previous reporting period’s amount of content. All content highlighted a variety of Anaheim events, hotels, restaurants, and activities. The videos were shared to Visit Anaheim’s Instagram and TikTok accounts.
4,261,879
Total Impressions
Communications
124 390
Social Media Ads
Visit Anaheim's social media ad efforts have been robust, with the team publishing 88 ads to achieve various goals. These ads promoted tourism campaigns, such as Expedia and Get Away Today offers, and effectively drove traffic to the Visit Anaheim website, increasing downloads for the Anaheim Brew Pass and Attendee Perks Pass. Additionally, the ads helped raise awareness for local events and businesses and promoted incoming meetings and conventions.
21,300,974
Total Impressions
Communications
125 391
2025 Communications Focus
Imaginagency: In 2024, the communications team selected a domestic PR agency to run a summer 2025 campaign geared toward family travel. The team is excited to bring the Imaginagency campaign to life, which will put kids in charge of planning the ultimate Anaheim vacations for their families. This campaign will also include a conversion component with bookable itineraries.
Celebrity Spokespeople: The team will continue to leverage existing celebrity relationships and continue to expand into new partnerships to amplify storytelling efforts. For example, in 2024 the team established connections with Tarek and Heather El Moussa and will continue to grow upon those efforts by going beyond initially contracted work.
Anaheim Ducks Partnership: The 2024-2025 Ducks hockey
season was a major win for Visit Anaheim as the inaugural away game jersey patch sponsor. This deal is in effect for three consecutive seasons and will remain a cornerstone of the communications storytelling strategy moving forward.
126 392
MARKETING
DEVELOPMENT
WORKFORCE
393
128 394
2024 Program Highlights
11 Presentations conducted at Anaheim High Schools
5 Presentations conducted at Garden Grove High Schools 1,000+ students attended presentations
35 Students CTA Trained & Certified
Over 40 Industry Partners participated as Program Speakers 10 Visit Anaheim team members acted as Program Emcees Over 1,150 visits to WFD microsite Job Posting Page
Workforce Development
129 395
2025 Anticipated Highlights
Anaheim & Garden Grove schools expanding pathways to students in business, entrepreneurship, and marketing
23 Presentations scheduled for 2024-25
Expect 2,000+ students to attend presentations
Expect 50+ CTA’s to be trained & certified
Participate in Career and Job Fairs highlighting Workforce Development Workforce Development
130 396
2025 Workforce Development Focus
There are tremendous opportunities from businesses in need of motivated, forward- thinking employees seeking exciting and challenging careers in tourism & hospitality.
Our community is experiencing unprecedented growth with projects such as the $4 Billion OCVIBE retail/entertainment/dining/mixed use project as well as the $1.9 Billion DisneylandForward expansion. We recognize the need to encourage and inspire students who will be the next generation of hospitality professionals. Visit Anaheim serves as the catalyst connecting students to a wide range of opportunities.
The Workforce Development department will prioritize the continued growth and expansion of the program. There are plans to deepen community engagement through increased participation in local activities. It is crucial to connect with both the younger generation of students and their parents to educate them on the opportunities of careers in tourism & hospitality.
131 397
MARKETING
INTELLIGENCE
BUSINESS
398
DATA ANALYTICS
This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.
INDUSTRY ANALYTICS
This information helps compiles research, trending data and benchmarks on the status of Tourism and Hospitality throughout the US.
MARKET/LODGING ANALYTICS
This information helps comprises the processes that enable partners to study the effectiveness of selling strategies through marketplace data trending and comp set comparisons.
EVENT ANALYTICS
This information helps incorporates an evaluation of Visit Anaheim’s past, present, and future booking data to establish baseline trending of origin markets, market segments, booking windows and length of stay.
VISITOR ANALYTICS
This information helps studies the patterns of travelers through the evaluation of travelers’ origin, air throughput and physical visitation footprints.
ONLINE PRESENCE AND DISTRIBUTION
Manages online presence, distribution channels, and e-commerce platforms, websites, mobile applications, and online booking systems.
OPERATIONAL EFFICIENCY
Analyze operational data from different departments like housekeeping, food & beverage, and front desk to identify bottlenecks, streamline processes, and improve efficiency.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Helps businesses build and maintain strong customer relationships.
Business Intelligence
Introducing our Business Intelligence/IT department: customizable reporting packages and dashboards. These cutting-edge reports provide actionable insights and a comprehensive view of industry trends. By harnessing data from various platforms, we have created a transformative tool to empower partners in making informed decisions in a thriving market.
Business Intelligence
133 399
VISITOR VOLUMES
Garden Grove welcomed 3.2 million visitors in 2023, consisting of
1.8 million day visitors and 1.5 million overnight visitors.
TOTAL ECONOMIC IMPACT
The direct visitor spending of $759 million in Garden Grove generated a total of $1.1 billion in business sales in 2023 through indirect and induced spending. This total economic impact supported 6,679 jobs, and $85 million in state and local tax revenues in 2023.
TAXES
The economic impacts attributable to tourism generated significant fiscal (tax) impacts as they cycled through the regional economy. Overall, visitors generated $85 million in state and local tax revenues in 2023.
3.2 MILLION
Total Visitors to Garden Grove in 2023
Business Intelligence
134 400
In 2023, Garden Grove
surpassed 2022 in visitor volume
by 5.9% and are expected to
grow year-over-year for the next
several years.
Garden Grove Visitor Volume
Business Intelligence
135 401
Garden Grove Visitation Segments
Garden Grove’s day visitor
volume reached 97% of its 2019
level, outperforming overnight
visitor volume which registered
94% of its 2019 level.
Business Intelligence
136 402
2025 Business Intelligence & IT Focus
Our Business Intelligence strategy for 2025, will be utilizing Artificial Intelligence (AI) to analyze data from a variety of sources.
This will support performance across the organization. In addition, plans include enhanced department reporting, training, and IT security education and protection.
AI Data Analysis
Utilize Copilot for data analysis.
Use data warehouse to create a repository for AI data. Connected the following data sources: Simpleview, CVENT BI, Arrivalist/NEAR, Sprout Social, Google Analytics, Epsilon, Tourism Economics, Economic Impact, Symphony, and Campus Hotels.
Create webinars based off monthly/quarterly/annual analysis reports with either SV/STR/ or TE to compare internal progress/data to outside sources. Create automated report cards for Campus Hotels, starting with a small data set and then branching out to include it in the partner portal. Identify trends in Simpleview, Lodging, and CVENT BI data to pinpoint where to locate new datasets.
Create Sales Leads reports using AI tools and other data sets.
Enhanced Department Reports
Create enhanced department reports using Co-op data, STR Data, and SV Data.
Training
Provide more AI and analytics training for the Business Intelligence team.
Survey Reports/Analytics/BI Package Reporting
Analyze Luxury Campaign insights
Secure Business Intelligence bundle reporting with additional regional DMOs, such as beach cities of San Juan Capistrano, San Clemente, and Newport Beach, etc.
IT Strategy
Implement new IT security measures and SOPs
Implement new IT vendor
Cut costs of subscriptions, hardware, and installations. Upgrade VA equipment in conference rooms
Standardize staff hardware such as monitors, printers, keyboards, mice, etc.
Turn badging system to digital.
Taking sage completely online.
Training
Sage training, staff training, and continued cybersecurity training
137 403
2023 KPI’s
138 404
139 405
2024 KPI’s
140 406
141 407
142 408
2024 Budget
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143 409
Balance Sheet
through
June 30, 2024
*Unaudited Financials
VISIT ANAHEIM
BALANCE SHEET
JUNE 30, 2024
ASSETS
CURRENT ASSETS
CASH IN BANK-SCHEDULE A 6,647,157
MARKETABLE SECURITIES 21,145,115
PREPAID EXPENSES 1,373,251
ACCOUNTS RECEIVABLE - SCH B 2,008,070
TOTAL CURRENT ASSETS 31,173,593
PROPERTY, EQUIPMENT & LEASE
LEASEHOLD IMPROVEMENTS 346,996
TID-FURNITURE & FIXTURES 1,355,263
AUTOMOBILE 60,033
ACCUMULATED DEPRECIATION (1,554,382)
TOTAL PROPERTY, EQUIPMENT & LEASE 3,400,685
OTHER ASSETS
INVESTMENTS 1,816,475
SECURITY DEPOSIT 68,011
TOTAL OTHER ASSETS 1,884,486
TOTAL ASSETS $ 36,458,764
LIABILITIES AND FUND BALANCE
CURRENT LIABILITIES
ACCOUNTS PAYABLE 1,516,765
OTHER PAYABLES (3,383)
VACATION PAYABLE 317,746
ADVANCE MEMBERSHIP DUES 25,408
ACCRUED PAYROLL & PAYROLL TAX 599,568
PENSION PLAN PAYABLE 631,777
DUE TO ATID 269,596
TOTAL CURRENT LIABILITIES 3,904,038
LONG-TERM LIABILITIES
DEFERRED COMPENSATION 1,816,475
TOTAL LONG-TERM LIABILITIES 5,137,275
TOTAL LIABILITIES 9,041,313
FUND BALANCE
FUND BALANCE 22,250,846
RESTRICTED NET ASSETS 3,138,315
RESTRICTED NET ASSETS-CY (665,580)
NET INCOME 2,693,870
TOTAL FUND BALANCE 27,417,451
TOTAL LIABILITIES & FUND BAL. $ 36,458,764
144 410
*Unaudited Financials
Statement of
Income and
Expense
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Balance Sheet
through
December 31, 2024
*Unaudited Financials
VISIT ANAHEIM
BALANCE SHEET
DECEMBER 31, 2024
ASSETS
CURRENT ASSETS
CASH IN BANK-SCHEDULE A 2,340,243
MARKETABLE SECURITIES 24,202,916
PREPAID EXPENSES 1,513,876
ACCOUNTS RECEIVABLE - SCH B 2,348,794
TOTAL CURRENT ASSETS 30,405,829
TOTAL PROPERTY, EQUIPMENT & LEASE NET 315,943
OTHER ASSETS
INVESTMENTS 1,816,475
RIGHT-OF-USE ASSETS 3,192,775
DUCKS SPONSORSHIP 4,365,000
SECURITY DEPOSIT 68,011
TOTAL OTHER ASSETS 9,442,261
TOTAL ASSETS $ 40,164,033
LIABILITIES AND FUND BALANCE
CURRENT LIABILITIES
ACCOUNTS PAYABLE 1,213,596
OTHER PAYABLES 644
VACATION PAYABLE 317,746
ADVANCE MEMBERSHIP DUES 2,714
ACCRUED PAYROLL & PAYROLL TAX 1,152,031
PENSION PLAN PAYABLE 583,200
DUE TO ATID 269,596
TOTAL CURRENT LIABILITIES 3,539,527
LONG-TERM LIABILITIES
DUCKS SPONSORSHIP 4,465,000
DEFERRED COMPENSATION 1,816,475
LEASE LIABILITY 3,867,361
TOTAL LONG-TERM LIABILITIES 10,148,836
TOTAL LIABILITIES 13,688,363
FUND BALANCE
FUND BALANCE 17,431,986
RESTRICTED NET ASSETS 3,138,315
RESTRICTED NET ASSETS-CY (812,700)
MMP PROGRAM (HOTEL INCENTIVE) 1,000,000
TRADESHOW BOOTH 1,500,000
TRADESHOW BOOTH-CY (418,922)
ADDITIONAL MARKETING SPEND 2,500,000
ADDITIONAL MARKETING SPEND-CY (2,200,159)
NET INCOME 4,337,150
TOTAL FUND BALANCE 26,475,670
TOTAL LIABILITIES & FUND BAL. $ 40,164,033
146 412
*Unaudited Financials
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2025 Budget
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148 414
Fund Balance Calculations Methodology
First Step – Determine beginning balances for three new funds:
1. Anaheim TID Fund (Public Fund)
2. Garden Grove TID (Public Fund)
3. Private Fund
Original fund balance at 1/1/2017 - $2,352,184
Calculated balances for new funds at 1/1/2017:
ATID Fund - $1,864,092
GGTID Fund - $198,584
Private Fund - $289,508
December 2024
Fund Balances at
1/1/2017
Fund Balance $2,352,184
Restricted Net Assets
(Board Designated)
$2,961,862
Reserve for Industry
Events
$1,800,000
Total $7,114,046
*FUND BALANCE CALCULATIONS PENDING VA BOARD AND CITY OF ANAHEIM APPROVAL 149 415
We then calculated fund activity by year using
the following steps:
1. Examined each expense account by
department to determine if the expenses
were allowable or non-allowable under the
TID agreements.
2. For the allowable expenses, then allocated
amounts between ATID and GGTID based on
the revenue percentage each year.
3. All non-allowable expenses were applied
against Private Funds.
4. We then adjusted the three fund balances by
year based on the revenue and expenses for
ATID, GGTID, and Private to arrive at the New
Fund balances by year.
5. Reconciled to audit report for each year.
December 2024
Calculated Fund Balances
for 12/31/23
ATID $13,216,843
GGTID $1,129,330
Private $5,505,812
Restricted Net Assets
(Board TID Designated)
$5,718,315
Total $25,570,301
Fund Balance Calculations Methodology
*FUND BALANCE CALCULATIONS PENDING AGREEMENT BETWEEN THE CITY OF ANAHEIM AND VISIT ANAHEIM 150 416
Sales & Marketing
STRATEGIC PLAN 2025-2027
151 417
Destination Management
STRATEGIC PLAN 2025-2027
152 418
Community Alignment
STRATEGIC PLAN 2025-2027
153 419
Best in Class Organization
STRATEGIC PLAN 2025-2027
154 420
2023/24 ANNUAL REPORT
Garden Grove Tourism Improvement District
2099 S. State College Blvd., Suite 600
Anaheim, CA 92806
(714) 765-2800
421
GARDEN GROVE CITY COUNCIL
RESOLUTION NO.____
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF GARDEN GROVE
CONFIRMING THE ANNUAL REPORT OF THE GARDEN GROVE TOURISM
IMPROVEMENT DISTRICT ADVISORY BOARD AND LEVY ASSESSMENTS FOR FISCAL YEAR 2025-26 FOR THE GARDEN GROVE TOURISM IMPROVEMENT DISTRICT WHEREAS, the Parking and Business Improvement Area Law of 1989, California Streets and Highways Code Section 36500 et seq., (the “Law”) authorizes cities to establish parking and business improvement areas for the purpose of funding certain improvements and activities, including the promotion of tourism, through assessments upon the businesses that benefit from those improvements and activities and to levy an assessment upon businesses within a parking and business improvement area, which is in addition to any assessments, fees, charges, or taxes imposed in the City;
WHEREAS, the Garden Grove Tourism Improvement District (GGTID) was established October 26, 2010, by City Council adoption of Ordinance No. 2782; and WHEREAS, in accordance with Section 36533 of the Law, the GGTID Advisory Board has prepared and filed with the City Clerk, and the City Clerk has presented to the City Council, a report in connection with the proposed levy of an assessment against visitor accommodation facilities within the GGTID (the “Annual Report”): and WHEREAS, on April 22, 2025, the City Council A dopted Resolution No. 9906- 25 approving the Annual Report and declaring its intention to Levey assessment for Fiscal Year 2025-26 (the “Annual Report”)
WHEREAS, Pursuant to the law on May 13, 2025, the City Council conducted a public hearing concerning the Annual Report and levy of assessment fo r the GGTID for Fiscal Year 2025-26 at the Community Meeting Center, located at 11300 Stanford Avenue, Garden Grove, California; and
WHEREAS, the City Council has heard and considered all protests, both written and oral, and herby determines there was not a majority protest within the meaning of Section 36525 of the Law.
NOW THEREFORE, THE CITY COUNCIL OF THE CITY OF GARDEN GROVE HEREBY RESOLVES, DETERMINES, AND FINDS AS FOLLOWS:
SECTION 1. The recitals set forth herein are true and correct.
SECTION 2. The City Council confirms its adoption of the Garden Grove City Council Resolution No. 9906 -25 approving the Annual report, which describes the boundaries of the GGTID and identifies the assessment to be levied and collected to 422
Garden Grove City Council
Resolution No. ______
pay the costs of improvements and activities described in the report, in the same for as originally approved on April 22, 2025.
SECTION 3. The boundaries of the GGTID generally include certain real property within that area of Garden Grove fronting, bordering, or near Harbor Boulevard from the City of Anaheim to Garden Grove Boulevard. The GGTID is divided into two (2) separate zones: (1) Tier 1, which includes that real property within the GGTID north of Lampson Avenue, and (2 ) Tier II, which includes that real property within the GGTID south of Lam pson Avenue. A map showing the precise area and boundaries of the GGTID and the two benefit zones is on file with the Garden Grove City Clerk;
SECTION 4. In accordance with the Annual Report, the annual assessments of Fiscal Year 2025-26 shall continue to be two and one-half percent (2.5%) of the gross rent charged by the operator per room occupancy per night for all Transient Occupancies for each Visitor Accommodation Facility in Tier 1 and one -half percent (0.5%) of the gross rent charged by the operator per room occupancy per night for all Transient Occupancies for each Visitor Accommodation Facility in Tier II; and SECTION 5. Pursuant to the Parking and Business Improvement Area Law of 1989, the adoption of this Resolution shall constitute the levy of assessments on those visitor accommodation facilities within the boundaries of the Garden Grove Tourism Improvement District (GGTID) for the 2025-26 Fiscal Year, commencing on July 1, 2025, through June 30, 2026.
Adopted on this 13th day of May 2025.
423
Item 173/2025
Final
City of Garden Grove
INTER-DEPARTMENT MEMORANDUM
To:
Lisa L. Kim From: John Montanchez
Dept:
City Manager Dept: Community Services
Date: 5/13/2025
Subject: Adoption of a Resolution to approve a 180-day wait period exemption to hire a retired annuitant for the Community Services Department. (Action Item)
OBJECTIVE
To obtain City Council approval for a resolution exempting the 180-day wait period to hire a retired annuitant.
BACKGROUND
In August 2013, the Community Development Department launched the Re:Imagine Downtown Project, a 20-year visioning plan aimed at balancing the access and recreational needs of residents and visitors with the economic viability needs of business owners. Through an online forum, the public began submitting ideas on topics such as parks, performing arts, retail, and parking. Since the commencement of this project, the Community Services Department has worked with various local artists for the installation of temporary and permanent public art, specifically in the downtown area of Garden Grove. Installations include the giant Adirondack chairs, murals at various city buildings and utility boxes, Art in the Park event, as well as temporary art at Civic Center Park. Additionally, in 2021 a Public Art Donation Policy was established and approved by the City Council (Resolution No. 9709-21).
CalPERS requires a 180-day waiting period to hire a retired annuitant, except when necessary to fill a critically needed position. CalPERS allows an exemption to the 180-day waiting period and requires a resolution by the governing body.
DISCUSSION
Jennifer Goddard has served as the lead on the Re:Imagine Downtown Project from its inception, providing invaluable expertise and leadership to bring public art installations and events to the Garden Grove community. The Community Services Department would like to continue the work of this 20-year vision with the development and implementation of a Public Art Master Plan. Staff recognizes the unique and irreplaceable knowledge and experience that Ms. Goddar d brings to this project, making her continued involvement essential for the successful completion of this vision and project.
424
Item 173/2025
Ms. Goddard retired on December 31, 2024, and the Community Services Department desires to retain her services on a post-retirement basis as extra help for her specialized skills. She will oversee the development and implementation of the City’s Public Art Master Plan.
The offer letter to Ms. Goddard for the position of Community Services Supervisor is attached.
She would be hir ed to a position designated for a Retired Annuitant with a duration of two years from her starting date. As a retired annuitant, Ms. Goddard will receive an hourly wage within the Community Services Supervisor approved salary range and will not receive an y benefits beyond the hourly rate.
FINANCIAL IMPACT
Funding for this part -time position is included in the Community Services Department’s existing operating budget, utilizing budget savings from vacant un -benefitted part -time positions. There will be no additional financial impact.
RECOMMENDATION
It is recommended that the City Council:
Adopt the attached Resolution that provides an exemption for the required 180-day waiting period to hire retired annuitant Jennifer Goddard.
ATTACHMENT(S)
1. Jennifer Goddard Employment Agreement
2. Jennifer Goddard 180 Day Exemption Resolution
425
G
GARDEN GROVE
Insure equity and fairness in the system
Serve our consumer department and employees
Assist applicants and candidates in joining the City family April 16, 2025
Jennifer Goddard
On File
Dear Jennifer,
CITY OF GARDEN GROVE
HUMAN RESOURCES
Stephanie Klopfenstein
Mayor
Joe DoVinh
Mayor Pro Tern - District 4
George S. Brietigam
Council Member - District 1
Phillip Nguyen
Council Member - District 2
Cindy Ngoc Tran
Council Member - District 3
Yesenia Muneton
Council Member - District 5
Ariana Arestegui
Council Member - District 6
Thank you for accepting the offer as a Community Services Supervisor. This letter outlines the terms of your extra help retired annuitant employment with the City of Garden Grove.
Your employment as a temporary Community Services Supervisor will start on May 19, 2025, with an anticipated end date of two years from your start date. Your wage will be Step G of Range M176 at $54 .2098 per hour. As a retired annuitant, you are only offered the hourly pay rate, as you are not eligible to receive any other benefit, incentive, compensation, in lieu of benefits, or any other form of compensation.
Retirement contributions will not be collected or paid to you. Additionally, you may not work more than 960 hours in a fiscal year.
Please sign and return this letter to Human Resources to complete your hiring paperwork. If you should have any questions, please contact Caitlyn Stephenson in Human Resources at (714) 741-5608.
Sincerely,
JANY H. LEE
Human Resources Director \
DATE
11222 Acacia Parkway• P.O.Box 3070 • Garden Grove, CA 92842 ggcity.org
426
GARDEN GROVE CITY COUNCIL
RESOLUTION NO. ####
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF GARDEN GROVE APPROVING A 180-DAY WAIT PERIOD EXCEPTION PURSUANT TO GOVERNMENT CODE SECTION 7522.56 AND 21224
WHEREAS, in compliance with Government Code section 7522.56 of the Public Employees’ Retirement Law, the Garden Grove City Council must provide CalPERS this certification resolution when hiring a retiree before 180 days has passed since their retirement date; and
WHEREAS, Jennifer Goddard retired from City of Garden Grove in the position of Senior Program Specialist, effective December 31, 2024; and
WHEREAS, Government Code section 7522.56 requires that post -retirement employment commence no earlier than 180 days after the retirement date, which is June 30, 2025 without this certification resolution; and
WHEREAS, Government Code section 7522.56 provides that this exception to the 180-day wait period shall not apply if the retiree accepts any retirement -related incentives; and
WHEREAS, the City Council, the City of Garden Grove, and Jennifer Goddard certify that Jennifer Goddard has not and will not receive a Golden Handshake or any other retirement-related incentives; and
WHEREAS, the City Council hereby appoints Jennifer Goddard as an extra help retired annuitant to perform the duties of the Community Services Supervisor for the City of Garden Grove under Government Code section 21224, effective May 19, 2025; and
WHEREAS, the entire employment agreement between Jennifer Goddard and the City of Garden Grove has been reviewed by this body and is attached herein; and
WHEREAS, no matters, issues, terms, or conditions related to this employment and appointment have been or will be placed on a consent calendar; and
WHEREAS, the employment shall be limited to 960 hours per fiscal year for all CalPERS employers; and
WHEREAS, the compensation paid to retirees cannot be less than the minimum nor exceed the maximum monthly base salary paid to other employees performing comparable duties, divided by 173.333 to equal the hourly rate; and
WHEREAS, the maximum base salary for this position is $10,360 and the hourly equivalent is $59.7701, and the minimum base salary for this position is $7,012 and the hourly equivalent is $40.4541; and
427
WHEREAS, the hourly rate paid to Jennifer Goddard will be $54.2098; and
WHEREAS, Jennifer Goddard has not and will not receive any other benefit, incentive, compensation in lieu of benefit or other form of compensation in addition to this hourly pay rate; and
WHEREAS, the City of Garden Grove Community Services Department plans for a Public Art Master Plan that will enhance the City’s Re-Imagine Garden Grove goal of creating a sense of place, strengthen the goal of being an arts-invested community, and be used as a guide for future installations of permanent and temporary public art;
THEREFORE, BE IT RESOLVED THAT the City Council hereby certifies the nature of the appointment of Jennifer Goddard as described herein and detailed in the attached employment agreement document that this appointment is necessary to fill the critically needed position of Community Services Supervisor for the City of G arden Grove by May 19 , 2025 because Ms. Goddard possesses years of institutional knowledge and the subject matter expertise to successfully develop and implement this Public Art Master Plan program.
428