2023
annual
report
EXHIBIT 1
As a non-profit, Travel Santa Ana is the official Destination Marketing Organization (DMO) for Santa Ana.
Travel Santa Ana is dedicated to promoting the city as a desirable Orange County destination for business, leisure, meetings, sports, and group travel.
As a non-for-profit, 501 C (6), Travel Santa Ana is funded by a 2% assessment implemented by the Santa Ana Tourism Marketing District (SATMD). The SATMD is comprised of 17 hotels and motels with (70) rooms or more within the boundaries of the City of Santa Ana. The assessment is paid for by visitors who stay at those hotels and motels.
2021-2023 Travel Santa Ana Board of Directors:
Chair: Julie Buettner, General Manager, Courtyard Costa Mesa South Coast Metro Vice-Chair: Robert Kravitz, General Manager, Courtyard Santa Ana/Orange County Treasurer: Ryan Chase, Owner, 4th Street Market
Secretary: Erin Warady, Senior Vice President Marketing, Discovery Cube Frank Atayde, General Manager, Holiday Inn Orange County Airport Valerie Cooper, General Manager, Embassy Suites by Hilton Santa Ana Orange County Airport Dave Elliott, President & CEO, Santa Ana Chamber of Commerce Ashley Kravitz, Senior Marketing Director, MainPlace Mall Marc Morley, Economic Development Manager, City of Santa Ana Aaron Saliba, General Manager, DoubleTree Hotel Santa Ana/Orange County Airport Quinn Su, General Manager, Doubletree by Hilton Orange County Airport
WENDY HAASE-ROBERTS
President & CEO
ANALAURA BECERRA
Director of Sales
MARIA GONZALEZ
Content & Community Engagement Manager
mission
To share Santa Ana with the world.
values
www.travelsantaana.com
#TravelSantaAna @TravelSantaAna
staff
about travel santa ana
Passion
We are passionate
in our efforts to
strengthen
our community’s
economic vitality.
inclusiveness
We are diverse
and inclusive. All
are welcome.
collaboration
We value and respect
each other, and
recognize we are
stronger when we
work together.
relevance
We are valued in our
community for our
leadership, expertise,
and integrity.
awareness
We are aware of our
community’s cultural
heritage and history
and continue to ask
questions and learn.
vision
Elevate Santa Ana as an authentic and welcoming Orange County destination.
EXHIBIT 1
the
Community
vitality
Wheel
It Starts With A Visit
You Need To Keep
The Wheel Turning and
Manage Its Speed
That is the
Work at a
Destination
Organization
From Visit,
To Live,
To Work,
To Invest
1.VISIT
If you built a place where
people want to visit, then
you have built a place
where people want to live.
4.invest
And if you built a place where
business and residents will invest,
then you have built a place where
people will want to visit.
2. live
And if you built a place
where people want to live,
then you have built a place
where people want to work.
3. work
And if you built a place
where people want to
work, then you have built
a place where business and
residents will invest.
the WorK of aDestination orGaniZation
EXHIBIT 1
The Santa Ana Tourism Marketing District (TMD) will continue to include lodging businesses, existing and in the future, available for public occupancy within the boundaries of the City of Santa Ana. The boundary, as shown in the below, currently includes seventeen (17) lodging businesses with seventy (70) rooms or more. bounDaries
EUCLID ST.
NEWHOPE ST.
FLOWER ST.
BROADWAYBROADWAY
MAIN ST.
1 st ST. 1 st ST.
FLOWER ST.
HARBOR BLVD.HARBOR BLVD.
FAIRVIEW ST.
FAIRVIEW ST.
RAITT ST.
GRAND AVE.
RAITT ST.
BRISTOL ST. BRISTOL ST.
FAIRVIEW ST.
EDINGER AVE.
MCFADDEN AVE.MCFADDEN AVE.
17th ST.
GARDEN GROVE BLVD.
SANTA ANA BLVD.
17th ST.
SANTA CLARA AVE.
TUSTIN AVE.
WARNER AVE.
DYER RD.
SEGERSTROM AVE.
MACARTHUR BLVD.
WARNER AVE.
405
55 55
22 22
CIVIC CENTER DR.
MAIN ST.
5 3 rd ST.
4 th ST.
WILLOWICK
GOLF COURSE
BRISTOL
MARKETPLACE
FAIRHAVEN
MEMORIAL PARK
SANTA ANA
COLLEGE
EXHIBIT 1
Santa Ana Hotel Inventory: 2,740 rooms at 17 Hotels
Hotel Annual Revenue: Over $77 Million*
Hotel Visitor Tax: $10.6 Million
Tourism Marketing District Collections: $1.8 Million
Hotel Average Daily Rate: $128.82
Hotel Occupancy: 67%
hotel overvieW
*Includes 15 of the 17 TMD hotels. Santa Ana CA Lodge and Red Roof Inn do not report to STR.
EXHIBIT 1
Name Location #
Rooms Meetings Rooms
Best Western Plus Orange County Airport North 2700 Hotel Terrace 148 1 Room, 800 sq. ft.
California Lodge Suites 2909 S. Briston St. 181
Comfort Inn & Suites Orange County John Wayne Airport 2620 Hotel Terrace 122 Courtyard Costa Mesa South Coast Metro 3002 S. Harbor Blvd. 145 3 Rooms, Largest 676 sq. ft. 1,553 sq. ft. total Courtyard Marriott Santa Ana 8 MacArthur Place 155 4 Rooms, Largest 3,953 sq. ft., 5,059 sq. ft. total DoubleTree Club by Hilton Orange County Airport 7 Hutton Centre 167 5 Rooms, Largest 1,848 sq. ft., 3,976 sq.ft. total DoubleTree Santa Ana - Orange County Airport 201 E. MacArthur Blvd. 253 5 Rooms, Largest 7,308 sq. ft., 8,638 sq. ft. total Embassy Suites - Santa Ana Orange County Airport 1325 E. Dyer Road 301 9 Rooms, Largest 4,407 sq. ft., 7,629 sq. ft. total Hampton Inn & Suites Santa Ana Orange County Airport 2720 Hotel Terrace 121 1 Room, 400 sq. ft.
Holiday Inn Express & Suites Santa Ana Orange County 1600 E. 1st St. 138 8 Rooms ( 1 per floor), Each 600 sq. ft.
Holiday Inn Santa Ana Orange County Airport 2726 S. Grand Ave. 176 5 Rooms, Largest 1,866 sq. ft., 5,000 sq. ft. total La Quinta by Wyndham Orange County Airport 2721 Hotel Terrace 180 MainStay Suites Orange County John Wayne Airport 2701 Hotel Terrace 176 Motel 6 Santa Ana/Irvine Orange County Airport 1717 E. Dyer Road 150 Motel 6 Santa Ana 1623 E. 1st St. 80
Red Roof Inn Santa Ana 2600 N. Main St. 125
Sonesta Simply Suites Orange County Airport 2600 Red Hill Ave. 122 Total 2,740
santa ana hotel inventory
EXHIBIT 1
tourism matters
2022 DireCt travel impaCts to santa ana
$348.5 million
DIRECT TRAVEL SPENDING
2,750 SANTA ANA JOBS ARE SUPPORTED
BY VISITORS EQUALING $117 MILLION
IN WAGES TO SANTA ANA’S ECONOMY .
$24.9 million
IN TAX BY DIRECT
TRAVEL SPENDING
tourism revenue helps to support:
NEIGHBORHOOD
SERVICES
ARTS &
CULTURE
PARKS & RECREATION PUBLIC SAFETY PUBLIC INFRASTRUCTURE
SANTA ANA’S MAJOR VISITOR
SPENDING CATEGORIES:
$90 million Dining
$83 million Accommodations
$68 million Arts, entertainment, & recreation
$60 million Local transportation & gas
$32 million Retail sales
$15 million Food stores
Without these
travel-generated tax
receipts, resident
households in
Santa Ana would pay
$356 more a year
in state and local taxes.
EXHIBIT 1
Goals
strateGies
• Increase audience exposure to the brand across all touchpoints of the travel planning journey. • Cultivate third-party meeting planner relationships that amplify and magnify the city’s sales impact in the marketplace, including attending sales missions and tradeshows. • Develop creative marketing campaigns that drive awareness and bookings. • Implement a strategic marketing mix that drives conversions from target demographics. • Test and track each marketing initiative to optimize performance. • Adjust campaigns on an ongoing basis to reach key performance metrics for the highest ROI. • Build awareness of Santa Ana’s assets and destination by storytelling through video, imagery, and content.
• Position Santa Ana as a desirable Southern California meeting location for appropriate groups. • Drive measurable web traffic through a mix of earned, paid, and owned media. • Increase hotel bookings by focusing on select drive centric geographic markets, high inbound air flight traffic locations and small market states.
EXHIBIT 1
Client events:
Hosted client events in Dallas, Las Vegas, Miami, Sacramento, Scottsdale, Seattle, and Vancouver.
• CA DMO Alliance
• CalSAE Elevate & Seasonal Spectacular
• Connect Spring, West & Marketplace
• HPN Global & Partner
• IMEX America
• Meetings Today Live
• Northstar’s Independent Planners,
Destination West & Destination California
• Small Market Meetings
• Smart Meetings National
• Southern California Chapter of MPI
• Student Youth Travel Association
• TEAMS
• Visit California Meeting Planner
Road Shows Seattle & Denver
$4 Million
in potential hotel revenue
road & trade shows
19 508 appointmentstraDeshoWs
208
leaDs
sales hiGhliGhts
EXHIBIT 1
VISITOR MARKET AREA % VISITORS % VISITOR SPEND AVG. VISITOR SPEND LOS ANGELES, CA 13.7% 2.4% $87
SAN DIEGO, CA 12.1% 2.2% $79
PHOENIX, AZ 9.4% 3.8% $95
SAN FRANCISCO - OAKLAND - SAN JOSE, CA 6.7% 6.4% $84
LAS VEGAS, NV 6.4% 1.8% $101
SACRAMENTO - STOCKTON - MODESTO, CA 4.3% 4.2% $100
FRESNO - VISALIA, CA 2.5% 1.5% $141
SALT LAKE CITY , UT 2.2% 1.6% $96
SEATTLE - TACOMA, WA 2.1% 3.2% $114
DALLAS - FT. WORTH, TX 2.0% 2.8% $186
VISITORS AGED 25 TO 54
57%
% OF VISITORS - $100K+
56%
average visitor spend $143
% OF VISITORS WITH
CHILDREN IN HOUSEHOLD
45%
visitor profile
top origin Markets
SAN FRANCISCO
HOUSTON
NEW YORK
BOSTONCHICAGO
deMographiCs
EXHIBIT 1
santa ana meDia mix
earned
Media
Blogger/Influencer Content
Search Engine Optimization
Social Media Content
Media FAMS
News Mentions
paid
Media
Social Media
Pay-Per-Click
Retargeting
Display Ads
owned
Media
Website
Blog
Newsletter
Social Media Channels
EXHIBIT 1
marKetinG & pr hiGhliGhts
Website paGevieWs: 248,567
top 5 pages:
1. Your Guide to the Heart of Orange County
2. Events
3. Fun Things to Do in Santa Ana:
Museums & Historic Sites
4. Eat
5. Digital Visitors Guide
soCial Media
2,858,195 Impressions
129,286 Engagement
77,918 Post Link Clicks
enGaGement rate
4.5% 79%
inCrease In Subscribers
• Carpe Diem Our Way: 64.7K IG followers
• Food, Fun & Faraway Places: 95.3K IG followers
• SoCalFieldtrips: 22.9K IG followers
• Sometimes Home: 12K IG followers
• Traveling Newlyweds: 73.5K IG followers
• Expedia “Always-On” Campaign
25,000 Room Nights
$3,893,117 in Hotel Revenue
• Expedia OC Campaign
20,433 Room Nights
$2,481,500 in Hotel Revenue
• Expedia Mexico Campaign
53 Room Nights
$7,454 in Hotel Revenue
• Brand USA & Expedia
Canada Campaign
5,098,072 Impressions
212 Room Nights
$35,368 in Hotel Revenue
• Brand USA & Expedia
Mexico Campaign
2,175,263 Impressions
79 Room Nights
$12,910 in Hotel Revenue
• International Food, Wine
& Travel Writers Association
• Society of American
Travel Writers
• TravMedia International
Media Marketplace
• Visit California Media Events
Los Angeles & Mexico
INFLUENCERS & MEDIA HOSTED ADVERTISING
MEDIA EVENTS
EARNED MEDIA
Travel Santa Ana’s public relations efforts
earned media coverage in the following:
“thinGs to Do in santa ana”
collaboration with Food, Fun & Faraway Places
9. 4 million
INSTAGRAM VIEWS
Monthly
newsletter
47% Open Rate
16% Click Rate
• Brand USA
• CA Meetings + Events
• Coast Magazine
• Houston Woman
• Smart Meetings
• Travel Itch Radio
• Round Trip
with Colleen Kelly
EXHIBIT 1
aDvertisinG
MEET IN
santa
ana
►
MEETINGS IN
SANTA ANA
are DIFFERENT
MEETINGS IN
are DIFFERENT MEET IN SANTA ANA ►
MEET IN
santa
ana, ca
►
MEETINGS IN
are
DIFFERENT
Fun is always in season at Knott’s Berry Farm,
California’s original theme park. Experience
thrilling rides, unique food, shows, and attractions
for the entire family. A day at Knott’s Berry
Farm means enjoying coasters, an 1800s Old
West-inspired Ghost Town, the re-imagined Fiesta
Village, the SoCal beach lifestyle of the Boardwalk,
and High Sierras adventures in Camp Snoopy!
714-220-5200 | knotts.com
Be sure to include a visit to Anaheim’s
closest beach, Huntington Beach. Enjoy
10 miles of beautiful beaches centered by
the iconic Pier and a walkable downtown
with plenty of shops, restaurants, and
activities. Connect with us for events, local
deals, maps, and our visitors guide.
#SurfCityUSA
714-969-3492 | surfcityusa.com
In Santa Ana, you’ll discover a community
rich in cultures and pride; an art scene
that is a mix of funky and folk; restaurants
serving authentic fl avors of Mexico along
with plant-based recipes; attractions that are
hands-on and those that teach; shopping for
brand names and homemade; and events
that celebrate all!
714-973-2700 | travelsantaana.com
PLACES WE LOVE | SPONSORED CONTENT
TravelsanT aana.com
ContaCt anaLaura BeCerra,,
Director of SalesDirector of Sales, , Travel Santa AnaTravel Santa Ana, , [email protected]@travelsantaana.com
SSanta Ana is unlike any other destination. anta Ana is unlike any other destination.
Discover a community rich in culture Discover a community rich in culture offering attendees authentic Hispanic flavors offering attendees authentic Hispanic flavors and an art scene that is a mix of funky and and an art scene that is a mix of funky and folk. Unique venues from historic to art folk. Unique venues from historic to art deco are perfect for off-site event locations. deco are perfect for off-site event locations.
The city’s year-round celebrations further The city’s year-round celebrations further enhance the meeting experience.enhance the meeting experience.
MeetInGS In
are
DIFFERENT
EXHIBIT 1
Published the inaugural Santa Ana Visitors Guide. The guide is distributed at California Welcome Centers, Santa Ana hotels, John Wayne Airport, and more locations. A digital version is available in English and Spanish.
The second series of “Proud Santanero” features four locals answering the question “what makes them a Proud Santanero.” The locals include:
• Ali Coyle (Ali Coyle Music)
• Jeffrey “JJ” Jensen (Chapter One: the modern local)
• Vanessa Pozzobon (Mission Bar)
• Teresa Saldivar (Teresa’s Jewelers)
The Video series is promoted on YouTube and a designated landing page.
Developed a tourism program to highlight
Santa Ana’s unique cannabis offerings. Partnered with Orange County Restaurant Association to support 22 Santa Ana restaurants’ participation in OC Restaurant Week.
More than 200 murals and public art are curated into a comprehensive online guide.
The guide features images of the art and artist, a description, along with artist information and location.
There is a map displaying each location for easy use.
Special thanks to the City of Santa Ana and the Public Humanities program at UCI for their efforts, and the research conducted by the Pocket Site’s Walking Tour by Mapping Arts Project, Mapping Santa Ana, The Heavy’s Public Art Guide, SparkOC, and the collection of city-sponsored public artworks. speCial projeCts
offiCial santa ana visitors guide
orange county
RESTAURANTweek
• Santa Ana Stickers
• Visitors Guide
• Santa Ana Signatures
• “Always Bet on Us” video
• Santa Ana Signatures
• “Proud Santanero” Campaign
aWarDs
EXHIBIT 1
2023 travel santa ana buDGet
$1.3 Million
2023 santa ana tourism
marKetinG DistriCt revenue
$1.8 Milllion
SALES & MARKETING: 80% RESERVES: 8%
CITY FEE: 2% ADMINISTRATION: 10%
finanCial report
Category Budgeted Actual
Revenue
Tourism Marketing District Revenue $1.3 Million $1.8 Million* Expenditures
Sales & Marketing $1.2 Million $1.1 Million
Administration & Operations $113,500 $125,000
Reserve** $26,000 $900,000
City Fees $31,000 $36,900
TOTALS $1,370,500 $2,161,900
*February 2023 a higher assessment collected due to a hotel coming current on 2022 payments. **Includes carry-over from previous 2022 and 2021 budget.
EXHIBIT 1
finanCial report
assessMent
There is no change in the method and basis of levying the assessment. The annual assessment rate is two percent (2%) of gross short-term room rental revenue. Based on the lack of benefit received, assessments will not be collected on revenue resulting from: stays of more than thirty (30) consecutive days; stays by any officer or employee of a foreign government who is exempt by reason of express provision of federal law or international treaty; and stays that any nonprofit organization which, as the result of a disaster, provides at its own expense hotel or motel shelter to any victim of a disaster.
The term “gross room rental revenue” as used herein means: the total consideration charged, whether or not received, for the occupancy of a space in a lodging business valued in money, whether to be received in money, goods, labor or otherwise, including all receipts, cash, credits, property and services of any kind or nature, without any deduction therefrom whatsoever. Gross room rental revenue shall not include any federal, state, or local taxes collected, including but not limited to hotel visitor taxes. The assessment is levied upon and a direct obligation of the assessed lodging business.
However, the assessed lodging business may, at its discretion, pass the assessment on to transients. The amount of assessment, if passed on to each transient, shall be disclosed in advance and separately stated from the amount of rent charged and any other applicable taxes, and each transient shall receive a receipt for payment from the business. The assessment shall be disclosed as the “SATMD Assessment.” The assessment is imposed solely upon and is the sole obligation of the assessed lodging business even if it is passed on to transients.
The assessment shall not be considered revenue for any purposes, including calculation of hotel visitor taxes.
EXHIBIT 1