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.
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
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.
ANNUAL REPORT
Garden Grove Tourism Improvement District
2023/2024
Mission
Boldly leading our
destination into the
Golden Decade
Vision
The world’s ultimate
playground
1 2023 Board of Directors
OfficersCHAIRLYNN CLARK, DISNEYLAND RESORT CHAIR-ELECTFRED BROWN, DESERT PALMS HOTEL PAST CHAIRPAUL SANFORD, WINCOME HOSPITALITYSECRETARYJAY BURRESS, VISIT ANAHEIM TREASURER BHARAT PATEL, ANAHEIM CASTLE INN & SUITES DirectorsGREG BLODGETT, CITY OF GARDEN GROVESERGIO BOCCI, HILTON ANAHEIMBRANDON GARR, GRAND LEGACY HOTELIAN GEE, SHERATON PARK HOTEL KEITH FURNAS, GREAT WOLF LODGE CLARK JONES, WALT DISNEY PARKS AND RESORTS U.S. JOHN KALINSKI, MARRIOTT INTERNATIONALYVONNE LIU, DELTA HOTELS BY MARRIOTT ANAHEIM TOM MORTON, ANAHEIM CONVENTION CENTER GREG NOMURA, HYATT REGENCY ORANGE COUNTY WILLIAM O'CONNELL JR., O'CONNELL HOTELS & HOSPITALITYKIM PAINTER, ANAHEIM MAJESTIC GARDEN HOTELAJESH PATEL, PROSPERA HOTELS, INC.
NICHOLAS PRICE, THE WESTIN ANAHEIM RESORTRHANDA RICHARDSON, JW MARRIOTT ANAHEIM RESORTKEVIN SCHJEI, ANAHEIM MARRIOTT SUITES MEGHAN SHIGO, COMMUNITY JIM VANDERPOOL, CITY OF ANAHEIM 2 Officers
CHAIRFRED BROWN, DESERT PALMS HOTELCHAIR-ELECTTBDPAST CHAIRLYNN CLARK, DISNEYLAND RESORT SECRETARYMIKE WATERMAN, VISIT ANAHEIM TREASURER BHARAT PATEL, ANAHEIM CASTLE INN & SUITES DirectorsJORDAN AUSTIN-HARRIS, GREAT WOLF LODGEGREG BLODGETT, CITY OF GARDEN GROVESERGIO BOCCI, HILTON ANAHEIMBRANDON GARR, GRAND LEGACY HOTELJUSTIN HART, SHERATON PARK HOTELDIETER HISSIN, EMBASSY SUITES ANAHEIM SOUTHCLARK JONES, WALT DISNEY PARKS AND RESORTS U.S.JOHN KALINSKI, MARRIOTT INTERNATIONALYVONNE LIU, DELTA HOTELS BY MARRIOTT ANAHEIMTOM MORTON, ANAHEIM CONVENTION CENTER GREG NOMURA, HYATT REGENCY ORANGE COUNTYWILLIAM O'CONNELL JR., O'CONNELL HOTELS & HOSPITALITYKIM PAINTER, ANAHEIM MAJESTIC GARDEN HOTELAJESH PATEL, PROSPERA HOTELS, INC.NICHOLAS PRICE, THE WESTIN ANAHEIM RESORTRHANDA RICHARDSON, JW MARRIOTT ANAHEIM RESORTPAUL SANFORD, WINCOME HOSPITALITYJIM VANDERPOOL, CITY OF ANAHEIMMIKE WATERMAN, VISIT ANAHEIM
TBD, COMMUNITY
2024 Board of Directors
3 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.
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
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 70th 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
The GGTID contribution list consists of 10 properties within Tier 1 of the Garden Grove Tourism Improvement District.1. Anaheim Marriott Suites2. Delta Hotels Anaheim Garden Grove3. Embassy Suites by Hilton Anaheim South4. Great Wolf Lodge Southern California5. Hampton Inn & Suites by Hilton Anaheim/Garden Grove6. Homewood Suites by Hilton Anaheim-Maingate Area7. Hyatt Regency Orange County8. Hilton Garden Inn Anaheim/Garden Grove9. Residence Inn Anaheim Resort Area/Garden Grove10.Sheraton Garden Grove Current GGTID Properties
7 CONVENTION SALES
Convention Sales Highlights
July 1, 2023 - June 30, 2024
Citywide Bookings – Convention SalesEvents 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 BookingsEvents 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 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 Anaheim
Fiscal Year2023/2024 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 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 CancellationsJuly 1, 2023 - June 30, 2024
Convention Sales
12 Source: Simpleview
Consumed ACC BusinessJuly 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 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 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 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 MEETING SALES
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, DCHosted Client Events Included: CA CMO Alliance Luncheon & Harbor Cruise- San Diego, CA Destination CA Roadshow- San Diego, CA Gwen Stefani Concert Event- Anaheim, CAMeeting 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 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, UTIn-Person sales calls were conducted in: Sacramento, CA Boston, MA Rhode Island Connecticut New York City, NY Denver, COHosted 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 DCMeeting 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 Source: Simpleview
Group CancellationsJuly 1, 2023 - June 30, 2024
There were no cancellations between July 1, 2023 and June 30, 2024.
Meeting Sales
20 Source: Simpleview
Opportunities LostJuly 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 Source: Simpleview
New Group BookingsJuly 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 Meetings and Conventions Campaign
July 1, 2023-December 31, 2023
Overall ResultsSeptember-December 2023 16,360,012 Impressions 0.24% CTR 38,781 Clicks $7.17 Cost per session 576 LeadsPartnersZeta Global: Audio, and VideoMeetings Today: Email Drip Campaign earned 371 leadsLinkedIn: Social Image/ CarouselSojern: Standard Display and VideoGreenspring eBlast: 7,447 clicksGoogle: 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 PlannersGeography: NationalBudget: $175K Net Timeline: September–December 2023Measurement: RFP Submissions and Sessions + CPSProgrammatic: Sojern: Display, Native, and VideoPaid Search: GoogleTrade: Smart Meetings, Meetings TodaySocial: LinkedInKey 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 Meetings and Conventions Campaign
July 1, 2023 – December 31, 2023
M+C Campaign
24 Meetings and Conventions Campaign
January 1, 2024 – June 30, 2024
Overall ResultsMarch-June 2024 5,428,341 Impressions 0.56% CTR 30,639 Clicks $5.50 Cost per session 1,110 LeadsKey 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 PlannersGeography: NationalBudget: $101,263 NetTimeline: March–June 2024Measurement: RFP Submissions and Sessions + CPSProgrammatic:
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: GoogleTrade: Smart Meetings, Meetings Today, Conference Direct, NorthStar Meetings Group, MPI, PrevueSocial: LinkedIn, Facebook, Instagram, and Twitter M+C Campaign
25 Meetings and Conventions Campaign
January 1, 2024 – June 30, 2024
M+C Campaign
26 Sales Booking Summaries
Group Cancellations Number of Events Cancelled- 0 Total Attendees- 0 Number of room nights- 0 EIC- 0 TOT: 0Opportunities Lost Number of Opportunities Lost- 85 Total Attendees- 43,378 Total Room Nights- 50,063Group Re-Bookings Events re-booked- 0 Total Attendees- 0 Total Room Nights- 0 EIC- 0 TOT- 0New 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 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 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 2024 Meeting Sales Goals
30 OCSC
Orange County
Sports CommissionThe 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 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 BOOKINGSFISCAL PRIOR YEAR = 74ANNUAL TARGET = 90
22% YEAR OVER YEAR
4CITYWIDE BOOKINGSFISCAL PRIOR YEAR = 4ANNUAL 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 LEADSPRIOR YEAR = 173ANNUAL TARGET = 176
19.5%YEAR OVER YEAR
41% YEAR OVER YEAR
Team Goals and Metrics
OCSC
33 World Beach Ultimate Championships
Huntington BeachOctober 28–Nov 4Economic Impact: $1,466,347Attendees: 3,000 Men’s Volleyball Nations LeagueAnaheimJuly 4–9 Economic Impact: $7,504,990Attendees: 30,000 SCVA Girls Summer SoireeAnaheimJune 29–July 2Economic Impact: $20,117,666Attendees: 20,000*Economic impact calculations based on Visit Anaheim Calculator Varsity United Spirit Association, Spirit NationalsAnaheimFebruary 15-18Economic Impact: $10,762,975Attendees: 22,800 2023/24 Fiscal Year Major Event Recap
USA Water Polo Junior OlympicsCountywideJuly 15-23Economic Impact: $6,041,733Attendees: 5,000 OCSC
34 27
Broadcasters
70 Territories
+30K
Tickets Sold
24K
Attendance
+120KSocial audience growth
100MSocial Impressions+71MVideo views
276K
OTT Viewership(Anaheim Only)
BROADCASTTICKETINGVBTV
SOCIAL MEDIA
Volleyball Nations League Media Impact For Anaheim
OCSC
35 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 ClubIt 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 DonationAnaheim 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 termcommitment into the community.
Community Giveback
OCSC
36 Community Giveback
Welcoming Dancers from War-torn Ukraine Skills Clinics for Boys & Girls Club AHS Volleyball Donation OCSC
37 Business Development
Tradeshows & ConferencesOCSC 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 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 2024-2028 Strategic Plan
Goals & Separation 7-Month Adjustment
40 TOURISM
Combined
Domestic andInternationalResults2023/2024
221,106
Total Room Nights
4,840
Total Travel Trade
Reached
104,644,139
Total Impressions
42 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 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 Media
TACTICS
Trade Consumer Influencers
OBJECTIVESForge strategic relationships and inspire travel and consumer media with Anaheim content to help identify influencers, fam, and PR generation opportunities.
Tourism
45 2023-2024 Consumer Co-ops
Tourism
Program Date Market Brand USA Canda Multi-Channel (3 City co-op) March 27, 2023 - July 2,2023 CanadaHotelbeds International Campaign May 1, 2023 – July 31, 2023 InternationalGet Away Today Fall Into Savings August 2023– October 2023 DomesticQuantas Hotels/Holidays Campaign May 2023 – August 2023 AustraliaBrand USA Luxury Escapes Campaign June 1, 2023 – July 15, 2023 AustraliaExpedia Summer Co-op 2023 June 1, 2023 – August 31, 2023 DomesticExpedia International Co-op 2023 July 2023 – October 2023 Australia, Canada & MexicoNew Zealand House & Garden Magazine Campaign July 2023 New ZealandWebBeds Campaign August 1, 2023 – August 31, 2023 Domestic, Mexico, UKSalt Lake Bees August 2023 DomesticLuxury Escapes (Australia) August 2023 – November 2023 AustraliaAMA Travel Co-Op August 1, 2023 - December 31, 2023 Canada 46 2023-2024 Consumer Co-ops Continued
Tourism
Program Date Market Holidays with Kids Campaign September 2023 – October 2023 AustraliaAAA Fall 2023 Campaign Co-op September 2023 – November 2023 DomesticPrice Travel Campaign September 2023 – January 2024 MexicoHotel Beds International Campaign September 2023 – February 2024 DomesticCoast Radio Promo/Giveaway October 2023 – November 2023 New ZealandGet Away Today Give The Gift Campaign October 1, 2023 – December 31, 2023 DomesticHIS Japan Campaign December 1, 2023 – February 1, 2024 JapanInfinity Travel Campaign December 2023 – February 29, 2024 AustraliaH.I.S Tabijo Campaign January 1, 2024- March 1, 2024 JapanRedTag.ca Campaign January 2024- April 2024 CanadaGet Away Today Spring Into Savings February 1, 2024- April 30, 2024 Domestic 47 2023-2024 Consumer Co-ops Continued
Tourism
Program Date Market WebBeds Destination Spotlight Campaign March 1, 2024- April 30, 2024 DomesticSouth by Southwest Undercover Tourist March 2024 – April 2024 Domestic Expedia Spring Domestic Co-Op March 2024 – May 2024 DomesticIgnite Holidays Campaign March 2024 – May 2024 AustraliaAAA Summer 2024 Campaign Co-Op (Texas) March 2024 – July 2024 DomesticFlight Centre April 2024 AustraliaVisit California/ Brand USA Canada Expedia Campaign April 2024 – June 2024 CanadaExpedia Summer Domestic Co-Op June 2024 – August 2024 DomesticSouthwest Airline Vacations Summer Campaign June 2024 – September 2024 DomesticHotelbeds/Beds Online Domestic Summer Campaign June 2024 – September 2024 DomesticGet Away Today Summer Savings June 2024 – September 2024 Domestic 48 Consumer Program:
HotelBeds 2023 International CampaignJanuary 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 CampaignSeptember 2023 – February 2024As 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 Consumer Program:
Get Away Today Appreciation Co-opAugust 202324 Partners50 Get Away Today Staff68 InfluencersProgram 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 Tourism
51 Consumer Program:
Price Travel CampaignSeptember 2023 - November 2023As 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 Consumer Program – Australia Efforts:
Luxury Escapes – Brand USA CampaignJune 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 Consumer Program:
Qantas Holidays/Visit California CampaignMay 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 Consumer Program:
Luxury Escapes CampaignAugust 2023 - November 2023Visit 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 Consumer Program:
WebBeds CampaignAugust 2023 - September 2023Visit 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 Consumer Program:
WebBeds CampaignMarch 2024 - April 2024Visit 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 Consumer Program:
AAA Fall CampaignSeptember 2023 - November 2023Our 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 Consumer Program:
AAA Summer CampaignMarch 2024 - July 2024Due 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 Consumer Program:
SXSW Austin Undercover Tourist CampaignMarch 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 Consumer Program:
RedTag.CA & NHLJanuary 2024 - April 2024Visit 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 New Zealand Consumer
Program:NZ House & Garden MagazineJuly 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 Tourism
New Zealand Consumer Program:Coast RadioOctober 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 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-opSummer 2023 Campaign(Jun. 2023 – Aug. 2023)Spring 2024 Campaign (Mar. 2024 – May 2024)Summer 2024 Campaign (Jun. 2024 – Aug. 2024) ResultsDomestic Co-ops Totals(Summer 2024 campaign results not included) Impressions: 1,477,156 Room nights: 54,269 Hotel Gross Bookings:
$13,663,000
64 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
InternationalInternational Campaign (Australia, Canada & Mexico)Jul. 2023 – Oct. 2023Canada 2024 Campaign (with Visit California & Brand USA)(April 2024 – Jun. 2024) ResultsDomestic Co-ops TotalsInternational Campaigns: Impressions: 31,515,343 Room nights: 37,711 room nights Hotel Gross Bookings $9,158,800
65 32,992,499
Impressions
91,980
Room Nights
$22,821,000
Hotel Gross Bookings
Expedia ProgramsTotalsFY23/24
66 Consumer Program –
Brand USA:Orange County Canada CampaignMarch 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 Consumer Program – Get Away Today:
Give the Gift CampaignNovember 1, 2023 – December 31, 2023Get 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 Consumer Program – Get Away Today:
Spring into Savings CampaignFebruary 26, 2024 – April 30, 2024Get 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 Consumer Program:
Get Away Today Appreciation ProgramJune 202423 Partners40 Get Away Today Staff78 InfluencersProgram 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 Consumer Program:
AMA TravelAugust 2023 – December 2023Visit Anaheim partnered with AMA Travel (the travel division of the Alberta Motor Association) in Canada on a co-op campaign with the goal of inspiring Albertans to travel to Anaheim. This campaign featured dedicated articles on the AMA Travel website, emails to the AMA’s membership database, social media, and a segment on Global News Edmonton promoting Anaheim packages with AMA Travel. The campaign generated over 1.1 Million impressions and resulted in 1,322 room nights with an average length of stay of 5 nights.
Tourism
71 Consumer Program:
Southwest Airlines VacationsJune 2024 – December 2024Visit 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 2023-2024 Sales Missions
Tourism
Programs Month/Year MarketGet Away Today Expo/Event August 2023 DomesticVisit Anaheim South Korea Mission September 2023 South KoreaVisit Anaheim Japan Sales Mission September 2023 JapanVisit Anaheim Canada Sales Mission November 2023 CanadaVisit USA Australia February 2024 AustraliaBrand USA B2B Australia February 2024 AustraliaBrand USA B2B New Zealand February 2024 New ZealandDiscover America Expo February 2024 New ZealandVisit Anaheim Mexico Sales Mission June 2024 Mexico 73 Visit Anaheim Trade & Media
Mission South Korea
September 2023The 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 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 Visit Anaheim Trade & Media
Mission Canada
November 2023The 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 Visit USA Shows Australia &
New Zealand
February 2024The 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 Visit Anaheim Trade & Media
Mission Mexico
June 2024The 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 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 number200 travel professionals. 79 2023-2024 FAMS
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Tourism
80 2023-2024 FAMS Continued
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Tourism
81 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 Webinars PROGRAMS MONTH/YEAR MARKET
Disney Imagination Campus Showcase August 2023 DomesticDugan’s University Training September 2023 Domestic Archer Webinar September 2023 MexicoInterTravel Webinar September 2023 MexicoGeo Travel Webinar September 2023 MexicoTravel Weekly/Travel Age West CA Connect October 2023 DomesticDestination Specialist Program November 2023 AllAustralia Destination Webinar November 2023 AustraliaAnaheim Specialist Program Webinar January 2024 AllYadira Viajes February 2024 MexicoViajes Tu Mundo February 2024 MexicoMega Travel Webinar March 2024 Mexico Tourism
83 Programs Month/Year Market
Grupo Posadas Webinar March 2024 MexicoClub California - Japan Q1 March 2024 JapanMega Travel Training April 2024 MexicoPrice Travel Webinar April 2024 MexicoSt. Cuthberts Academy New Zealand April 2024 New ZealandTravel Brands Webinar May 2024 CanadaClub California – Japan Q2 June 2024 JapanAFEET Association Presentation June 2024 Mexico Mazzarino Viajes Training June 2024 MexicoViajare Training June 2024 Mexico Webinars
Tourism
84 Trade Shows and Events
Program Month/Year Market
Student Youth Travel Association AUG 2023 DomesticAir Canada Vacations Product Launch SEP 2023 CanadaBrand USA Travel Week OCT2023 EuropeVisit California Canada Sales Mission JAN 2024 CanadaCity of Anaheim Trip to Japan APR 2024 AsiaIPW 2024 MAY 2024 All markets Tourism
85 2023 Trade Show Events
August 2023Disney Imagination Campus Showcase: SYTA Kick-off New Program Overview Hands on Experience Immersive Storytelling United Anaheim Message Tourism
86 2023 Trade Show Events
September 2023Air Canada Vacations Product Launch ShowsVisit 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 2023Brand USA Travel WeekVisit 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 2023SYTA 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 2024 Trade Show Events
April 2024City of Anaheim Mission to JapanVisit 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 2024Visit USA Australia Travel Agent ExposVisit 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 2024Visit California Canada Sales MissionVisit 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 IPW 2024
May 2024Visit 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 IPW 2024
California PlazaMay 3-4, 2024With 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 IPW 2024
Visit USA Australia & New ZealandMay 4, 2024Visit 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 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
92 221,106
Total Room Nights
4,840
Total Travel Trade
Reached
104,644,139
Total Impressions
TourismProgram Results2023/2024
93 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 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:
Domestic: Pacific Northwest, Texas and Arizona
International: Canada, Mexico, Australia, New Zealand, UK Establish and evolve new UK Travel Trade representation office Align with Visit California and Brand USA 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 will 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 MARKETING MARKETING
Marketing
ImpressionsJuly 1, 2023-June 30,2024118,450,517Total Impressions(up %% from previous year)111???July 1, 2022-June 30, 2023 Marketing ImpressionsJuly 1, 2023-June 30, 2024TOTAL IMPRESSIONS:118,450,517 97 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 2023Dates September 5 – November 17, 2023Target MarketTarget 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/TacomaTarget DemographicsThe 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 Here We Go!
Fall 2023Results
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% 99 100
Leisure MarketingHERE WE GO! SPRING 2024Dates March 5 – June 30, 2024 Target MarketNew and past visitors from Los Angeles, San Fran-Oak-SJ, SeattleTacoma, Phoenix, Sacramento, San Diego, Salt Lake City, Las Vegas, Fresno-Visalia, BakersfieldTarget DemographicsFamilies, Multigenerational families, millennial couples. ChannelsEpsilon: 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.
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Campaign Metrics: Anaheim
Measurement Window: March 5, 2024-June 30, 2024
101
102
Luxury Marketing
“THE GREATEST LUXURY OF ALL”Launch DateJune 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 MarketNew and past visitors from Los Angeles, San Francisco Bay Area, Seattle, Dallas, Chicago, PhoenixTarget DemographicsFamilies, 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 Luxury
CampaignResultsCampaign 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
104
Luxury Marketing
Virtuoso MembershipMetrics• 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 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 2023Dates September 13, 2023 – December 31, 2023Target MarketMeeting and Convention Planners throughout the US.Target DemographicsThe 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
16M
Impressions
.24%
Click-through Rate
38,781
Clicks
576
Leads
Here We Go!M+C Fall 2023Results
18%
Brand lift in likelihood to consider Anaheim
for their next meeting or event
106
Meetings & Conventions Marketing
SPRING 2024Dates March 25, 2024 – June 30, 2024Target MarketMeeting and Convention Planners throughout the US Target DemographicsThe target audience includes planners involved in site selection, event logistics, budgeting, and decision-makingLocation of highest engaged audience: New York, Louisiana, DC/Baltimore, Greater Chicago area, San Francisco Bay Area, Greater Boston area, and Dallas/Fort WorthChannels 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
5.4M
Impressions
.56%
Click-through Rate
30,639
Clicks
1,110
Leads
Here We Go!M+C Spring 2024Results
108
Marketing
M+C Results: July-December 2023
M+C Results: January 1-June 30, 2024
109
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
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
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 yearover-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: 822,809o YOY Recipient Growth: 62% increaseo Open Rate: 28%o Click Rate: 0.8% • OUTDOOR/ACTIVE SEGMENT
o Total Number of Recipients: 6,932o 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: 11,595o 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: 13,719o 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: 36,080o YOY Recipients Growth: 31.2% decreaseo Open Rate: 35.3%o Click Rate: 3.9% • MEETINGS AND CONVENTIONS:
o Total Number of Recipients: 33,988o YOY Recipients Growth: 37.3% increaseo 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
113
Digital Savings Passes
Visit Anaheim Digital Savings PassThe 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: 48Results:• 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: 14Results:• 4,420 Sign Ups vs. 2,006 previous year• YOY Growth: 120.3% Marketing
114
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: 57Number of creative jobs delivered:• Graphic projects: 562• Video shoots: 15• Photography shoots: 19The 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 AmericaWebsite destination guide mail requests: 1,545 Destination Guide visitors to Anaheim and
Garden
Grove,
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45 mail re
quests throu
gh the website.
ng hotels, motels, car rental offices, RV
and Arizona
, San Diego, Oakland,
San Jose,
New Zealand, and Latin America
Marketing
115
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
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
COMMUNICATIONS
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
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 30th 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 21st 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
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
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
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
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
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
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
MARKETING DEVELOPMENT
WORKFORCE
128
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
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
2025 Workforce Development Focus
There are tremendous opportunities from businesses in need of motivated, forwardthinking 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
MARKETING INTELLIGENCE
BUSINESS
DATA ANALYTICS
This information helps in making informed decisions regarding pricing, marketing strategies, resource allocation, and service improvements.INDUSTRY ANALYTICSThis information helps compiles research, trending data and benchmarks on the status of Tourism and Hospitality throughout the US.MARKET/LODGING ANALYTICSThis information helps comprises the processes that enable partners to study the effectiveness of selling strategies through marketplace data trending and comp set comparisons.EVENT ANALYTICSThis 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 ANALYTICSThis 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 reportsprovide 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
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 IMPACTThe 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. TAXESThe 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 MILLIONTotal Visitors to Garden Grove in 2023
Business Intelligence
134
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
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
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 ReportsCreate enhanced department reports using Co-op data, STR Data, and SV Data.
TrainingProvide 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
2023 KPI’s
138
139
2024 KPI’s
140
141
142
2024 Budget
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143 Balance Sheet
through June 30, 2024
*Unaudited Financials
VISIT ANAHEIM
BALANCE SHEET
JUNE 30, 2024
ASSETS
CURRENT ASSETS
CASH IN BANK-SCHEDULE A 6,647,157MARKETABLE SECURITIES 21,145,115PREPAID EXPENSES 1,373,251ACCOUNTS RECEIVABLE - SCH B 2,008,070 TOTAL CURRENT ASSETS 31,173,593
PROPERTY, EQUIPMENT & LEASE
LEASEHOLD IMPROVEMENTS 346,996TID-FURNITURE & FIXTURES 1,355,263AUTOMOBILE 60,033ACCUMULATED DEPRECIATION (1,554,382) TOTAL PROPERTY, EQUIPMENT & LEASE 3,400,685
OTHER ASSETS
INVESTMENTS 1,816,475SECURITY DEPOSIT 68,011
TOTAL OTHER ASSETS 1,884,486TOTAL ASSETS $ 36,458,764
LIABILITIES AND FUND BALANCE
CURRENT LIABILITIES
ACCOUNTS PAYABLE 1,516,765OTHER PAYABLES (3,383)VACATION PAYABLE 317,746ADVANCE MEMBERSHIP DUES 25,408ACCRUED PAYROLL & PAYROLL TAX 599,568PENSION PLAN PAYABLE 631,777DUE TO ATID 269,596 TOTAL CURRENT LIABILITIES 3,904,038
LONG-TERM LIABILITIES
DEFERRED COMPENSATION 1,816,475
TOTAL LONG-TERM LIABILITIES 5,137,275TOTAL LIABILITIES 9,041,313
FUND BALANCE
FUND BALANCE 22,250,846RESTRICTED NET ASSETS 3,138,315RESTRICTED NET ASSETS-CY (665,580)NET INCOME 2,693,870 TOTAL FUND BALANCE 27,417,451TOTAL LIABILITIES & FUND BAL. $ 36,458,764 144 *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 2,340,243MARKETABLE SECURITIES 24,202,916PREPAID EXPENSES 1,513,876ACCOUNTS RECEIVABLE - SCH B 2,348,794 TOTAL CURRENT ASSETS 30,405,829TOTAL PROPERTY, EQUIPMENT & LEASE NET 315,943
OTHER ASSETS
INVESTMENTS 1,816,475RIGHT-OF-USE ASSETS 3,192,775DUCKS SPONSORSHIP 4,365,000SECURITY DEPOSIT 68,011 TOTAL OTHER ASSETS 9,442,261TOTAL ASSETS $ 40,164,033
LIABILITIES AND FUND BALANCE
CURRENT LIABILITIES
ACCOUNTS PAYABLE 1,213,596OTHER PAYABLES 644VACATION PAYABLE 317,746ADVANCE MEMBERSHIP DUES 2,714ACCRUED PAYROLL & PAYROLL TAX 1,152,031PENSION PLAN PAYABLE 583,200DUE TO ATID 269,596 TOTAL CURRENT LIABILITIES 3,539,527
LONG-TERM LIABILITIES
DUCKS SPONSORSHIP 4,465,000DEFERRED COMPENSATION 1,816,475LEASE LIABILITY 3,867,361 TOTAL LONG-TERM LIABILITIES 10,148,836TOTAL LIABILITIES 13,688,363
FUND BALANCE
FUND BALANCE 17,431,986RESTRICTED NET ASSETS 3,138,315RESTRICTED NET ASSETS-CY (812,700)MMP PROGRAM (HOTEL INCENTIVE) 1,000,000TRADESHOW BOOTH 1,500,000TRADESHOW BOOTH-CY (418,922)ADDITIONAL MARKETING SPEND 2,500,000ADDITIONAL MARKETING SPEND-CY (2,200,159)NET INCOME 4,337,150 TOTAL FUND BALANCE 26,475,670TOTAL LIABILITIES & FUND BAL. $ 40,164,033 146 *Unaudited Financials
Statement of Income and Expense
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2025 Budget
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148
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 FundOriginal fund balance at 1/1/2017 - $2,352,184Calculated 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 1/1/2017Fund Balance $2,352,184Restricted 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
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 12/31/23ATID $13,216,843GGTID $1,129,330Private $5,505,812Restricted 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
Sales & Marketing
STRATEGIC PLAN 2025-2027
151
Destination Management
STRATEGIC PLAN 2025-2027
152
Community Alignment
STRATEGIC PLAN 2025-2027
153
Best in Class Organization
STRATEGIC PLAN 2025-2027
154
2023/24 ANNUAL REPORT
Garden Grove Tourism Improvement District
2099 S. State College Blvd., Suite 600
Anaheim, CA 92806
(714) 765-2800