Garden Grove City Council
March 10, 2026

July 2024 -June 2025
Garden Grove
Visit Anaheim’s Impact on
Agenda

GARDEN GROVE CITY COUNCIL MEETING
• Executive Summary
• FY 2024/2025 Results
• Destination Visitor Information
• Business Intelligence - Fiscal 2024
• Marketing and Communications
• Tourism
• Workforce Development
• Financial Information
• Key 2024-2025 Highlights

GARDEN GROVE CITY COUNCIL MEETING
CONVENTION SALES RESULTS:

MEETING SALES RESULTS: TOURISM RESULTS:

FY 2024/2025 Convention, Meeting & Tourism Results
Destination Visitor Information

GARDEN GROVE CITY COUNCIL MEETING
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

GARDEN GROVE CITY COUNCIL MEETING

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 11 CITYWIDES
*IMPACTING GG
30% OF TOTAL CITYWIDES
248,698
*ROOM NIGHTS
$723M
*ECONOMIC IMPACT

GARDEN GROVE CITY COUNCIL MEETING
Citywides Consumed and Impacting Garden Grove
July 1, 2024 – June 30, 2025
362,000
*ATTENDEES
Data Source: Simpleview, brought to you by Visit Anaheim BI Team on February 27, 2026

COMBINED DESTINATION IMPACT
(ANAHEIM & GARDEN GROVE)
*Over 3,000 on Peak

GARDEN GROVE CITY COUNCIL MEETING
Data Source: Symphony, brought to you by Visit Anaheim BI Team on February 27, 2026 Citywide Event Impact for Garden Grove
July 1, 2024 – June 30, 2025
*Citywide Events = Events that have greater than or equal to 1,000 peak rooms. *As of February 27, 2026
Marketing &
Communications

GARDEN GROVE CITY COUNCIL MEETING
Visit Anaheim delivered strong economic results while using budget dollars efficiently. A $2.18M budget generated more than $111.7M in visitor spending, 196M impressions resulting in 838,975 observed visits.*
Leisure marketing campaigns drove visitation and spending.

Campaigns such as Here We Go and 100 Days ‘’til Summer
reached a broad audience and generated 110.6M views,
618,000 observed visits, and nearly $30M in hotel revenue.

Luxury campaign attracted higher -value visitors.

The Greatest Luxury of All campaign generated $12M in
accommodations revenue alone, with performance improving as targeting became more focused.

Meetings and Conventions marketing built future business.

A $233,000 investment generated 1,829 qualified business leads, supporting future group bookings for Anaheim.

Marketing Highlights & Impact
FY 2024-2025
*Observed visits are actual trips people made to the destination, identified using anonymous mobile location data — not estimates or projections.

Source: Tourism Economics
Visit Anaheim’s owned channels helped convert interest
into visits.

Website traffic increased 31%, email engagement remained strong, and 6,141 visitors enrolled in the Digital Savings Pass, encouraging spending at local hotels, restaurants, and attractions.

As travel demand shifted and certain travel periods
softened, Visit Anaheim adjusted its strategy to maintain visibility while maximizing economic return. Overall, the organization improved efficiency and delivered measurable benefits across leisure, luxury, and meetings and
conventions demonstrating responsible use of ATID and
GGTID funds and supporting Anaheim’s long-term growth.

GARDEN GROVE CITY COUNCIL MEETING

GARDEN GROVE CITY COUNCIL MEETING

Garden Grove
Direct Marketing Impact

GARDEN GROVE CITY COUNCIL MEETING

GARDEN GROVE CITY COUNCIL MEETING
Leisure Campaign
Garden Grove Paid Digital Advertising Impact
FY 2024-2025
Leisure Campaign: Paid Digital Advertising Impact
To better understand Garden Grove specific impact from Visit Anaheim’s leisure paid digital advertising campaign Here We Go, a measurement area was established across Garden Grove ZIP codes. This expanded measurement captured visitation and visitor spending, providing a clearer view of how digital media drove visitation and economic activity in Garden Grove.

Garden Grove Results (July 2024 – June 2025)
• $11.76 million in incremental visitor spending generated by visitors reached through digital advertising
• 85,600+ ad-messaged visitors traveled to Garden Grove ZIP codes during this period
• Top feeder markets: Los Angeles (largest) and San Francisco, reinforcing strong nearby drive and short-haul air markets

GARDEN GROVE CITY COUNCIL MEETING
Visitation & Impact Highlights
• Retail was the largest spending category, accounting for roughly 30% of measured visitor spend, demonstrating strong support for local businesses. • Accommodations represented a meaningful share of total spending, reflecting sustained overnight visitation tied to the campaign. • Average transaction values indicate quality visitor activity, with lodging transactions averaging in the $200+ range and retail purchases averaging $40–$80.
• Spending patterns show a balanced mix of day visitors and overnight guests, extending economic benefits beyond hotels to neighborhood retail and services.

Key Takeaway
Paid marketing delivered sustained, incremental visitation and diversified visitor spending in Garden Grove, demonstrating both short-term demand generation and longer-term economic impact beyond the core campaign footprint.

Leisure Campaign
Garden Grove Paid Digital Advertising Impact
FY 2024-2025
• Grove
Top Performing Garden Grove Zip Codes
ZIP Features Visitor
Spend Visitors
% Area
Visitor
Spend
Yield Per
Visitor
92843 Garden Grove $3,295,600 23,535 42.8% $140
92840 Garden Grove $2,310,000 18,201 30.0% $126
92844 Garden Grove $1,001,000 12,265 13.0% $81
Top Performing Garden Grove Zip Codes
ZIP Features Visitor
Spend Visitors
% Area
Visitor
Spend
Yield Per
Visitor
92840 Garden Grove $3,302,813 22,853 81.3% $141
92844 Garden Grove $94,063 4,438 9.7% $88
92845 Garden Grove $361,563 4,308 8.9% $83
Garden Grove Measurement Area by Top Performing Zip Codes Source: Epsilon NEI Campaign Results Report
July - Dec 2024 Jan - June 2025

GARDEN GROVE CITY COUNCIL MEETING
Luxury Campaign: Paid Digital Advertising Impact
While The Greatest Luxury of Allcampaign focused on promoting the destination’s AAA Four-Diamond hotel properties, this expanded measurement area shows the campaign also generated incremental visitation and visitor spending in Garden Grove.

Garden Grove Results (July 2024 – June 2025)
• $3.8 million in incremental visitor spending generated by ad- messaged travelers
• 28,100+ visitors traveled to Garden Grove ZIP codes after seeing the ads
• Top feeder markets: Los Angeles (largest) and San Francisco, reinforcing strong nearby drive and short-haul air markets Luxury Campaign
Garden Grove Paid Digital Advertising Impact

GARDEN GROVE CITY COUNCIL MEETING
Visitation & Spending Highlights
• Accommodations accounted for 24% of total measured spending across both periods, supporting overnight stays
• Average accommodation transaction ranged from $228–$275 • Retail and Grocery/Specialty spending represented ~30% of total spend, the largest category
• Average retail and grocery transactions ranged from $41–$81 Key Takeaway
Although the campaign was designed to promote the destination’s affluent AAA Four-Diamond properties, paid digital marketing delivered sustained, incremental visitation and diversified visitor spending in Garden Grove.

Consistent with the leisure campaign, this program produced economic returns for local hotels and businesses extending beyond the campaign’s primary focus.

Luxury Campaign
Garden Grove Paid Digital Advertising Impact
July - Dec 2024
Top Perform ing Garden Grove Zip Codes
ZIP Features Visitor
Spend Visitors
% Area
Visitor
Spend
Yield Per
Visitor
92843 Garden Grove $745,179 3,826 42.1% $195
92840 Garden Grove $592,004 3,378 33.5% $175
92844 Garden Grove $206,945 1,918 11.7% $108
Jan - June 2025
Top Perform ing Garden Grove Zip Codes
ZIP Features Visitor
Spend Visitors
% Area
Visitor
Spend
Yield Per
Visitor
92840 Garden Grove $1,588,656 10,668 67.7% $168
92844 Garden Grove $204,950 2,476 8.7% $82
92845 Garden Grove $201,194 2,056 8.6% $97
Garden Grove Measurement Area by Top Performing Zip Codes 4,783,132

TOTAL IMPRESSIONS
4,336,085

MEDIA IMPRESSIONS

GARDEN GROVE CITY COUNCIL MEETING
Total Communications Impressions
July 2024 – June 2025
447,047

SOCIAL MEDIA IMPRESSIONS

GARDEN GROVE CITY COUNCIL MEETING
Organic Social Media Content
24 total organic posts generated 261,770
impressions and 6,449 engagements
during the reporting period.

Locations featured include Great Wolf
Lodge, SteelCraft Garden Grove, and the
overall destination.

Great Wolf Lodge was featured
prominently in Imaginagent Series on Visit
Anaheim’s Instagram and TikTok channels.

GARDEN GROVE CITY COUNCIL MEETING
Social Media Ads
Boosted Imaginagent Series content dedicated to Great Wolf Lodge on Visit Anaheim’s Instagram account, resulting in 154,677 impressions and 2,207 engagements.

Content: https://www.instagram.com/reel/DOW892qktC_/?hl=en.

One influencer visit resulting in 30,600 impressions
and multiple pieces of content across
@LightTravelsFaster Instagram account.

Influencer Partnership

GARDEN GROVE CITY COUNCIL MEETING
• Foods of Garden Grovepress release added to VAwebsitePress Releases FAMs Paul Chai (Australian writer) stayed at the Hyatt Regency OC inOct. ‘24 Media
Coverage
•2024 Food of Garden Grove
• Culture OC = 3,000 impressions
•Luxury Escape's DREAM magazine featured Hyatt Regency OCin feature •2025 Strawberry Festival= 4,199,605 impressions
• NBC – Festival Feature
• NBC – Things to Do
• LAist – Things to Do
• Mommy Poppins – Things to Do
•Imaginagency = 1,333,480 impressions
• Tamron Hall Show = 454,617 impressions
• Broadcast to 45 markets throughout the US
• Ad Age = 329,067
• TrendHunter = 549,796

GARDEN GROVE CITY COUNCIL MEETING

Tourism

GARDEN GROVE CITY COUNCIL MEETING
Tourism Programs
Tourism Campaign Results
Consumer Promotions via Travel Trade

94.7 M 208.1K
Impressions Room nights

42.3 M 52.4 M 140.3K 67.8K
Domestic International Domestic International Destination Webinars and Training
878 agents
In Mexico, Korea, Japan, Australia, New Zealand,
UK, China, India
Familiarization Tours
16 In-market FAM Groups
Tour Operators, Travel Agencies, Travel Trade Media, Influencers from Canada, Mexico, Australia, UK, New Zealand, Thailand

GARDEN GROVE CITY COUNCIL MEETING
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GARDEN GROVE CITY COUNCIL MEETING
Visit California Sales Missions
in Canada, Mexico, UK, Germany, France
Travel Trade Expos & Trade Shows
SYTA (Student Youth Travel Association)
Go West Summit
Brand USA/Visit USA Events in Canada,
Australia, New Zealand, UK
Visit Anaheim International Representation
Mexico - Australia - New Zealand
UK (Starting May 2025)
Targeting Asia through Visit California International Offices & Receptive Tour Operators Travel Trade Engagement
3080 Travel Sellers
Tour Operators, Travel Agents, Travel Influencers
Visit Anaheim Sales Missions
with Anaheim & Garden Grove Partners
Western Canada + Mexico Road Shows
Disney Days - Australia + New Zealand
IPW Visit Anaheim booth + Club Anaheim client
event
Tourism Programs
Hospitality Career
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

GARDEN GROVE CITY COUNCIL MEETING

GARDEN GROVE CITY COUNCIL MEETING
Visit Anaheim Staff Volunteer Program

Financial Information

GARDEN GROVE CITY COUNCIL MEETING
Garden Grove TID Budget
FY 2024-2025

VISIT ANAHEIM
Garden Grove TID Budget
2024 - 2025
MARKETING EXPENSE SUMMARY / $4.3M CONVENTION SALES EXPENSE SUMMARY / $5.9M Advertising Exhibition
Promotion Attend
Collateral Solicitation & Travel /Convention
Salaries & Related Costs Solicitation & Travel / Meetings Marketing Coordinator* (NEW) Salaries & Related Costs
Marketing Specialist* (NEW) Manager, Meeting Sales, Southwest* (NEW) Manager, Convention Sales & Business Dev.* (NEW)
Specialist, Site Manager* (NEW)
Total Marketing Expense @ 11% 481,000$ Total Convention Sales Expense @ 11% 660,000$ TOURISM EXPENSE SUMMARY / $2.8M DESTINATION SALES & SERVICES / $1.4M 157,000$ International Representation SPORTS DEVELOPMENT / $900K 100,000$ Sales Missions BUSINESS INTELLIGENCE / $700K 78,000$
Tradeshows, Programs Total Sales (Services, Sports & BI) Expense @ 11% 335,000$ Consumer Events
Salaries & Related Costs RESTRICTED FUNDS BUY-DOWN / $2,500,000 @ 11% 280,000$ Manager, Tourism Development* (NEW)
Total Tourism Sales Expense @ 11% 313,000$ *NEW HIRES PLANNED FOR 2024 Total Expenses for Sales & Marketing 2,069,000$

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

GARDEN GROVE CITY COUNCIL MEETING
GGTID Budgeted Revenue July 2025 – June 2026
$2,000,000

TOTAL EXPENSE

GARDEN GROVE CITY COUNCIL MEETING
Garden Grove TID Budget
2025-2026
MARKETING EXPENSE SUMMARY / $7.5M CONVENTION SALES EXPENSE SUMMARY / $7.5M Advertising Client Events
Promotion Client Subsidies
Collateral Convention Dues
Salaries & Related Costs Partnerships & Promo
Total Marketing Expense @ 8% 566,000$ Exhibition Attend
COMMUNICATIONS EXPENSE SUMMARY / $2.4M Solicitation & Travel-Convention Vendor Support Solicitation & Travel-Meetings
Media Relations Salaries & Related Costs
Social Media Relations Total Convention Sales Expense @ 8% 566,000$ Industry Relations
Salaries & Related Costs DESTINATION SERVICES & EVENTS / $1.4M Total Communications Expense @ 8% 181,000$ Attend & Dues Client Experience
TOURISM EXPENSE SUMMARY / $3.2M Promotions
International Representation Salaries & Related Costs
Sales Missions Total Destination Services & Events Expense @ 8% 106,000$ Tradeshows & Programs
Consumer Efforts BUSINESS INTELLIGENCE / $900K
Meetings & Conferences Research
Distribution & Fulfillment Salaries & Related Costs
Local Travel & Promotion Total Business Intelligence Expense @ 8% 68,000$ Trade Associations
Salaries & Related Costs OPERATIONS / $3.6M
Total Tourism Expense @ 8% 242,000$ Applicable administration expenses @ 8% 271,000$ Total Expenses 2,000,000$

VISIT ANAHEIM

GARDEN GROVE TID BUDGET
2025-2026

GARDEN GROVE CITY COUNCIL MEETING
Key Highlights 2024/25
• $2.5M Marketing Campaign
• Tradeshow Booth
• Shift of international funding to Domestic
• Meeting Momentum Program
• Confirmed Industry Events
Adjourn