July 2023 -June 2024
Garden Grove
Visit Anaheim’s Impact on
Agenda
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G • Executive Summary
• Destination Visitor Information
• Business Intelligence - Fiscal 2024
• Marketing and Communications
• Tourism
• Workforce Development
• Financial Information
• Key 2024-2025 Highlights
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G
CONVENTIONS
In 2023, our Convention Booking goals were 51.In 2024, our Convention Booking goals were 53. Both exceeded our annual, Board of Directors approved goals for each year. Room night goals will be added to future KPIs per the TID agreements.
MEETINGS
The Meeting Sales team generated 146 new bookings during fiscal 2023/2024 including 50,490 attendees and 90,156 room nights.These bookings generated $89,166,453 of economic impact for the entire destination.
TOURISM/LEISURE
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 for Anaheim and Garden Grove.
Executive Summary
Destination Visitor Information
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Economic Impacts – Garden Grove
2024
$769M
VISITOR SPEND
(+1.3% YoY)
3.26 VISITOR VOLUME
(+0.6% YoY)
$1.09B
TOTAL ECONOMIC IMPACT
(+1% YoY)
Business Intelligence -
Fiscal 2024
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G
1. Hampton Inn & Suites Anaheim - Garden Grove
2. Hilton Garden Inn Anaheim/Garden Grove
3. Homewood Suites by Hilton Anaheim-Main Gate Area
4. Anaheim Marriott Suites
5. Embassy Suites by Hilton, Anaheim South
6. Hyatt Regency Orange County
7. Residence Inn Anaheim Resort Area
8. Sheraton Garden Grove-Anaheim South Hotel
9. Delta Hotels by Marriott Anaheim Garden Grove
10.Great Wolf Lodge Resort
10 Garden Grove TID Hotels
Data Source: Simpleview, brought to you by Visit Anaheim BI Team on May 2, 2025 18 CITYWIDES
IMPACTING GG
43% OF TOTAL CITYWIDES
352,960
ROOM NIGHTS
$730M
ECONOMIC IMPACT
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G July 1, 2023 – June 30, 2024
Citywides Consumed and Impacting Garden Grove
351,600
ATTENDEES
Data Source: Simpleview, brought to you by Visit Anaheim BI Team on May 2, 2025
COMBINED DESTINATION IMPACT
(ANAHEIM & GARDEN GROVE)
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Data reported on: July 1, 2023 to June 30, 2024
Data Source: Symphony, brought to you by Visit Anaheim BI Team on May 2, 2025 This slide contains the following visuals: ADR for Garden Grove ,Occupancy for Garden Grove ,RevPAR for Garden Grove ,textbox ,card ,image ,textbox ,textbox ,card ,card ,card. Please refer to the notes on this slide for details July 1, 2023 – June 30, 2024
Citywide Event Impact for Garden Grove
*Citywide Events = Events that have greater than or equal to 1,000 *As of May 2, 2025 Marketing &
Communications
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Total Marketing Impressions
• 118.5M (↑ from 111M in FY22–23)
Leisure Campaign – “Here We Go!”
Fall 2023
• 26M impressions, 1,259 visitors to Anaheim
• $111.20 cost per acquisition
• CTR: 0.34% (89% above industry average)
Spring 2024
• $17M total visitor spend in destination ZIPs
• $5.1M in lodging revenue alone (30% of total)
• 76K visitors, 180K tracked transactions
• ROI: $165:1 — every $1 in media spend
generated $165 in visitor revenue
Marketing Highlights & Impact
FY 2023-2024
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Meetings & Conventions Campaign
Fall 2023:
• 16M impressions
• 576 planner leads
• 18% brand lift
Spring 2024:
• 5.4M impressions, 1,110 leads, 0.56% CTR
• Top markets: NY, Boston, DC, SF, Chicago, Dallas
Digital Savings Passes
• Visitor Savings Pass: 3,575 sign-ups (↑417%)
• Attendee Perks Pass: 2,414 sign-ups (↑1,226%)
• Brew Pass: 4,420 sign-ups (↑120%)
Marketing Highlights & Impact
FY 2023-2024
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Website Growth (July 2023-June 2024)
• Total Users: 1.16M (↑42%)
• Page Views: 2.6M (↑52%)
• Notable launches: Luxury microsite (June 2024) and
Accessibility pages (Feb 2024)
Email Marketing
• Database reached 823K (↑62% YOY)
• Foodie segment: 45.5% open rate, 6% click rate
• Meetings & Conventions email list: 34K recipients (↑37%),
4.3% click rate
Destination Guide
• 125,000 printed
• Distributed at airports, hotels, and international markets Marketing Highlights & Impact
FY 2023-2024
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Creative & Content Output
• 562 graphic projects, 57 website blogs
• 15 videos, 19 photo shoots
Inclusion & Accessibility
Visit Anaheim became a Certified Autism Center in Oct 2023 • 100% of staff and 600+ Certified Tourism Ambassadors
trained
• Reinforces Anaheim and Garden Grove’s commitment
to inclusive travel experiences
Marketing Highlights & Impact
FY 2023-2024
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G In March 2024, Visit Anaheim created a
measurement area to specifically
measure campaign performance inside
primary zips of Garden Grove.
• Travelers messaged by Epsilon ads spent an
additional $4.3M in visitor spend in these zips
• 30.6K messaged visitors visited these zips between
March and June 2024
• Los Angeles continued to be the top feeder market
for these zips, followed by San Francisco
• 14% of measured spend was in the
Accommodations category
• Average Accommodations transaction was $298
• 30% of measured spend was in the Retail category
• Average Retail transaction was $85
Here We Go! Leisure Campaign Impact
Garden Grove
March 5 – June 30, 2024
ZIP Features Visitor
Spend Visitors % Visitor
Spend Yield Per Visitor
92843 Garden Grove $1,931,996 9,785 44.5% $197
92840 Garden Grove $1,144,533 6,770 26.4% $169
92844 Garden Grove $604,372 5,440 13.9% $111
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G
187,086,275
TOTAL IMPRESSIONS
185,372,612
MEDIA IMPRESSIONS
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Total Communications Impressions
July 2023 – June 2024
1,713,663
SOCIAL MEDIA IMPRESSIONS
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G • Hosted one influencer fam trip with 8 creators that
included a stay at Hyatt Regency Orange County
• Coordinated visit for Mickey Visit to feature Great
Wolf Lodge in website and social media content
• 1,473,545 impressions
Influencers
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G • 27 organic posts across Visit Anaheim's social media channels highlighting locations like Hyatt Regency Orange County, SteelCraft Garden Grove, Great Wolf Lodge, and the Strawberry Festival.
• 52,491 impressions
Organic Content
Social Media Ads
• Ads promoting the Foods of Garden Grove landing page
promoted to visitors via targeted ads on Visit Anaheim's Facebook and Instagram accounts.
• 187,627 impressions
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Looking Ahead at Anaheim’s Greatest Hits in 2023
Hotel Occupancy Stats
Press Releases
FAMs
Lisa Kadane – Hemispheres Magazine (page 94)
• Coverage spotlighting her trip including Great Wolf Lodge ran in the June issue in both print & online.
Lisa Kadane – Reader's Digest
• Destination round up including her hotel stay at
Great Wolf Lodge.
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Media Coverage
• Canadian Traveller – Press Release Pick Up:
Greatest Hits Coming to Anaheim in 2023
• Exhibitor Magazine – Press Release Pick Up:
Greatest Hits Coming to Anaheim in 2023
• BizBash – Press Release Pick Up:
Hotel Occupancy Stats
• USAE – Press Release Pick Up:
Hotel Occupancy Stats
• Chip & Co.:
Feature Spotlighting New Garden Grove Hotels
• LA Times / Daily Pilot:
ATN Mentions Electric Fleet Goes To Garden Grove
• OC Register:
Garden Grove & Anaheim Delegations Visit South Korea
• Visit California February Content Submission:
Great Wolf Lodge
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Strawberry Festival Support
Earned Media Coverage:
• KCAL News Thursday 8 pm – Shameless Weekend Weather Plug • KCAL News Friday 10 am – Highlighted festival on the morning news • KCAL News Friday 12 pm – Highlighted festival on the midday news • KCAL News Saturday Morning – Previewed in “coming up” segments • KCAL News Saturday Morning 8 am – Highlighted festival on the morning news • KCAL News on CBS Sunday 5 pm – Featured the festival on the evening news • KCAL News Sunday 8 pm – Covered the festival on the night news • KCAL News Monday 8 am – Final day reminder about the festival • KCAL News Online – Weekend Weather Plug video posted to the CBS website • CBS News Online – KCAL/CBS segment covering 63rd annual Garden Grove Strawberry Festival posted to website
• NBCLA Online – Included festival in Memorial Weekend events article • NBCLA Online – Article covering the Garden Grove Strawberry Festival • ABC7 News - Wrap-up coverage of Garden Grove Strawberry Festival featured on Monday at 6 am • Yahoo News - Picked up CBS News online article and video segment covering Garden Grove Strawberry Festival
• Ron Siegel Radio - Featured in “On the Town” segment as the major event of the week • LAist - Included in weekend events round-up
• Living Mi Vida Loca - Festival listed in OC Memorial Weekend events • LA Parent - Included Garden Grove Strawberry Festival on events calendar • SoCal City Kids - Blog post about the Garden Grove Strawberry Festival • Sandy Toes & Popsicles- Listed in weekend events in Orange County • SoCal Pulse - Included in weekend events round-up
• ParentingOC - Included in things to do events calendar • MomsLA - Listed in summer events for kids and family • HoopLA - Included in blog post about things to do Memorial Weekend • Newsbreak - Reposted blog post fromHoopLA, including
Garden Grove Strawberry Festival
• Robins Post - Reposted CBS News online coverage of the Garden Grove Strawberry Festival
140,021,723
TOTAL MEDIA IMPRESSIONS
Tourism
32 CO-OP
MARKETING
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Tourism Programs
17 TRADE SHOWS
&
EVENTS
21 FAMS
6 Number of Countries
Workforce Development
Cultivating a future workforce for our
industry and destination.
Garden Grove USD High Schools
• Los Amigos High School
• Santiago High School
• Garden Grove High School
• Bolsa Grande High School
• Rancho Alamitos High School
• La Quinta High School
• Hare High School
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G
WFD PROGRAM
HIGHLIGHTS
• 17 Schools reached between AUHSD and GGHSD
• Over 3,000 students attended presentations
• 55 Students trained and CTA Certified in 2025
• Expanding pathways to engage more students from
Business, Entrepreneurship, Finance, Digital Arts and
more for Fall 2024 presentations
• Over 250 students interested in part-time/seasonal jobs and/or internships in Hospitality Industry
• 5 DMO’s across country seeking information as to how
to get a WFD program started
• 50+ Community partners as volunteer speakers
• 14 Visit Anaheim staff acted as hosts/speakers to
engage and inspire students
• ATN donated over 50 hours of bus transportation to/from school sites
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Visit Anaheim Staff Volunteer Program
Financial Information
Marketing:
$566K - 28%
Communications:
$181K - 9%
Tourism: $242K - 12%
Convention Sales:
$566K - 28%
Destination Services &
Events: $106K - 5%
Business Intelligence: $68K - 4%
Operations: $271K - 14%
REVENUE
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G GGTID Budgeted Revenue July 2024 – June 2025
$2,000,000
TOTAL EXPENSE
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Key Highlights 2024/25
• $2.5M Marketing Campaign
• Tradeshow Booth
• Shift of international funding to Domestic
• Meeting Momentum Program
• Confirmed Industry Events
Adjourn
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Garden Grove TID Budget
2024-2025
G A R D E N G R O V E C I T Y C O U N C I L M E E T I N G Garden Grove TID Budget
2023-2024