Discover Santa Clara® FY 2024/25 Annual Report Page 1 of 56 FY 2024/25 Annual Report
THINK BIG. LOOK FORWARD. September 18, 2025
Santa Clara
Tourism Improvement
District
Discover Santa Clara® FY 2024/25 Annual Report Page 2 of 56
TABLE OF CONTENTS
SILICON VALLEY/SANTA CLARA DMO, INC. BOARD OF DIRECTORS .............................. 3 LETTER FROM THE CEO ....................................................................................................................................... 4 DISCOVER SANTA CLARA® CULTURE STATEMENT ....................................................................... 5 ORGANIZATIONAL SUCCESS: TEAM ACHIEVEMENTS & INDUSTRY ACCOLADES 5 COMMUNITY & STAKEHOLDER ENGAGEMENT HIGHLIGHTS .................................... 5 FISCAL YEAR 2024/25 ACCOMPLISHMENTS ..................................................................................... 6 Convention Sales, Incentives and Services.......................................................................... 6 Marketing & Communications..................................................................................................... 13 Administration and Operations ................................................................................................. 21 BOUNDARY................................................................................................................................................................. 23 ENHANCEMENTS, INITIATIVES, AND FUTURE FOCUS ............................................................... 24 FY 2024/25 FINANCIALS ................................................................................................................................. 29 KEY PERFORMANCE INDICATORS (KPIs)
..31
COST ............................................................................................................................................................................... 34 ASSESSMENT ........................................................................................................................................................... 35 SURPLUS AND OTHER FUNDING................................................................................................................. 39 Appendix A
FY 2024/25 Financial Report .................................................................................. 40 Appendix B
FY 2025/26 Operating Budget ............................................................................... 46 Appendix C
Assessed Businesses
51 Appendix D
Team Achievements & Industry Accolades
..
.52
Appendix E - Community & Stakeholder Engagement Highlights .
53 Appendix F - Sales Team Event Highlights
.
54 Appendix G - Marketing & Communications Highlights
....55
Discover Santa Clara® FY 2024/25 Annual Report Page 3 of 56 SILICON VALLEY/SANTA CLARA DMO, INC. BOARD OF DIRECTORS
Catherine Lentz, Chair
Forty Niners Stadium
Management Co.
Oct. 2022
Oct. 2027
Term 2
Kelly Carr, Vice Chair
OVG360
Oct. 2023
August 2025
Term 2
Christine Lawson
Secretary/Ex-Officio
Discover Santa Clara®
Nov. 2022
Oct. 2025
Term 1
Chuck Baker
Ex-Officio
City of Santa Clara
City Manager Designee
Oct. 2024
Oct. 2027
Term 1
Nany Fullmore
Treasurer
Marriott Santa Clara
Oct. 24
Oct. 2026
Barb Granter
Board Member
Oct. 2022
May 2025
Term 1
Lorne Ellison
Board Member
Levy Restaurants
Oct. 2023
June 2025
Erin Henry
Board Member
Hyatt Regency Santa Clara
Oct. 2024
Oct. 2027
Term 1
Billy Mendez Moreno
Board Member
Delta Hotel, Santa Clara
Silicon Valley
Oct. 2024
Oct. 2025
Linh Lam
Board Member
City of the Santa Clara
Oct. 2024
Oct. 2027
Term 1
Discover Santa Clara® FY 2024/25 Annual Report Page 4 of 56
LETTER FROM THE CEO
On behalf of the Discover Santa Clara® (DMO)
Report - a reflection of a year defined by progress, momentum, and laying the groundwork for even greater success ahead. This year marked our first with a fully deployed sales team, and the impact was immediate. Together, we expanded our reach through proactive prospecting, high-value tradeshows, and client engagements, all while strengthening collaboration with our SCTID hotel partners. These efforts have grown our lead volume, deepened planner relationships, and built a stronger group pipeline.
website, the Santa Clara Visitors Guide, and a rich library of photography and video including
a dynamic sizzle reel. We experienced tremendous growth across our social media platforms, strengthening destination awareness and deepening relationships with key meeting planners through targeted, high-value content. Partnering with our new Agency of Record, Madden Media, we continued to refine our brand voice, advanced high-profile campaigns, secured strong media coverage, and, importantly, built a comprehensive Super Bowl LX and FIFA World Cup 2026 (SBLX/FWC26) Activation Plan, now moving into its final stages of build-out for flawless execution.
Operationally, we continued to strengthen our organizational foundation - advancing the SCTID renewal process, preparing for our first financial audit, and reinforcing our commitment to transparency, accountability, and long-term sustainability.
As we look ahead, we are preparing for a truly historic year. Super Bowl LX and the FIFA World Cup 2026 will shine a global spotlight on Santa Clara, giving us an unprecedented opportunity to showcase our destination, drive significant economic impact, and create a lasting legacy for our community.
I am deeply grateful to our SCTID hotels, Board of Directors, OVG, Levy, City leadership, and our many partners for their trust, collaboration, and unwavering support. I am equally humbled and inspired by the dedication, creativity, and drive of the Discover Santa Clara® team, whose work and passion are at the heart of our success. Because of the collective efforts invested to this point, we are now strongly positioned to capitalize on the opportunities ahead, delivering measurable ROI and lasting economic impact.
Sincerely,
Christine Lawson
President & CEO
Discover Santa Clara®
DISCOVER SANTA CLARA® CULTURE STATEMENT
Discover Santa Clara® FY 2024/25 Annual Report Page 5 of 56 Culture Statement
At Discover Santa Clara®, we foster a currency of trust, integrity, and unity as part of our shared team, partner, and customer journey. We are committed to work being a blend of hustle and fun, fueled by a dedication to high-performance and a belief that experimentation is the secret sauce for innovation. Personal accountability, authenticity, and feedback guide our actions. Our sense of community extends beyond the four walls of our office to include our partners, clients, and our communities.
ORGANIZATIONAL SUCCESS: TEAM ACHIEVEMENTS AND INDUSTRY ACCOLADES • CEO Named one of the Power 100 Most Influential People in Silicon Valley for 2025 (Refer to Appendix item D1).
• CEO participated in the annual Future of Santa Clara event panel. • Participated with representatives from Related Santa Clara and the City of Santa Clara. (Refer to Appendix item D2).
• Director of Marketing named one of the 40 Under 40 2024 recipients by the Silicon Valley Business Journal (Refer to Appendix item D3).
• Marketing Manager named
Class of 2025 recognizing rising stars shaping the future of destination marketing (Refer to Appendix item D4).
•
(Refer to Appendix item E1)
•
(Refer to Appendix item E2)
•
"Premier Events
Shaping the 2025-2026 Economy,"
(Refer to Appendix item E3)
•
(Refer to Appendix item E4)
Discover Santa Clara® FY 2024/25 Annual Report Page 6 of 56 •
• Director of Marketing and Marketing Manager met with the new West Region Director of Public Relations, Sara Gorgon, and Marc-Angelo Merino, Regional Manager, Brand Marketing with Six Flags Entertainment Group.
• DMO Marketing team supported our partners at Great America by participating in a segment on
California Live, LA
The
segment also aired on KNTV-SF (NBC Bay Area), KNSD-SD (NBC San Diego), and KNBC- LA (Los Angeles), reaching nearly 60,000 viewers in total. •
•
•
FISCAL YEAR 2024/25 ACCOMPLISHMENTS BY PROGRAM
Convention Sales, Incentives and Services
This fiscal year marked a pivotal chapter for the Sales Team as we solidified our structure with a full team in place. This allowed us to execute a more aggressive customer outreach strategy - through tradeshows, sales missions, and targeted client engagement to continue positioning
Santa Clara as a premier meetings and events destination. These efforts helped drive year- over-year (YOY) increases in lead volume and group bookings and have set the state for continued growth.
Optimization of Sales Structure
• Successfully onboarded and oriented our new Director of Sales who assumed the role on July 15, 2024. Teipo joined Discover Santa Clara from the San Francisco Peninsula DMO, bringing with him valuable experience and strong customer relationships. • Our new Sales Manager joined on September 18, 2024, to manage our Sports and other Affinity Group segments which are critical to the City and in supporting boosting weekend occupancy for our SCTID partner hotels. Both roles have seamlessly integrated into our team through comprehensive sessions with the DMO, Santa Clara Convention Center (Convention Center), SCTID Hotels, and partners, ensuring strong alignment for enhanced collaboration and productivity.
• Continued our partnership with Baronfeld Consulting Group to support proactively strategic prospecting, lead generation, and growth strategies for the DMO sales team.
Discover Santa Clara® FY 2024/25 Annual Report Page 7 of 56 Strategic Industry Tradeshow & Conference Engagement
• Throughout FY 2024/25, the team strategically planned for and actively participated in 25 key industry tradeshows and conferences. Each event was thoughtfully selected to engage high-priority market segments for Santa Clara - ranging from corporate groups and meetings to state and national associations, as well as the sports and affinity markets.
Notable events attended include (Refer to Appendix F1
F4):
o
Focused on the state
association market.
o Destination California, Newport Beach, CA: Appointment-based tradeshow targeting top-tier California corporate meeting planners. o Destination West, Colorado Springs, CO: Connects destinations with qualified corporate meeting planners through one-on-one appointments. o Esports Summit in Bloomington, MN: Brings together Esports organizers, destinations, and venues to explore partnerships and group opportunities. o ESTO Conference in Columbus, OH: Marketing conference for destination marketing professionals, offering valuable insights, peer collaboration, and strategies to strengthen tourism growth and elevate destination storytelling. o Helms Briscoe ABC Tradeshow in Las Vegas, NV: Targeting group and meeting planners for all market segments (e.g., corporate, association, & affinity groups). o Holiday Showcase in Chicago, IL: Targeting the national association market. o IMEX America in Las Vegas, NV: The largest corporate and incentive groups and meetings show in the U.S.
o Independent Planner Education Conference (IPEC) in Atlantic City, NJ: Attended by corporate meeting planners with one-on-one appointments for destinations. o MPINCC Convene, San Francisco, CA: The largest regional meetings and events industry conference on the West Coast, bringing together meeting planners from all market segments for networking, and business development within the Northern California market.
o RCMA Emerge in Phoenix, AZ: Tradeshow brings together faith-based and nonprofit meeting planners with destinations to explore group business opportunities.
o Sports ETA in Tulsa, OK: Brings together over 1,100 sports tourism professionals for networking and business development discussions.
o TEAMS in Anaheim, CA: Tradeshow focused on the sports group/event organizers o SF Travel Annual Luncheon in San Francisco, CA. Educational & client networking o
Discover Santa Clara® FY 2024/25 Annual Report Page 8 of 56 o Visit California Sales Mission to Minneapolis and Chicago. Our Director of Sales & Destination Services participated in the promotion of Santa Clara alongside fellow California DMOs. Across both cities, he engaged with 94 corporate, third-party, and association meeting planners, strengthening relationships, and expanding Bash in Chicago, attended by over 150 industry professionals.
Sales and Marketing Collaboration at Tradeshows and Conferences
This year, the team brought fresh energy and creativity to our tradeshow presence. For shows where we hosted a booth or table, we introduced more engaging activations designed to attract meeting planners and maximize valuable face time. From interactive elements to fun, Santa Clara-themed giveaways, our activations helped draw attendees in and sparked meaningful conversations.
Behind the scenes, the Sales and Marketing teams collaborated closely to ensure each show was a success - coordinating booth displays, scheduling client appointments, and delivering a unified set of pre- and post-show marketing touchpoints.
This included eye-catching booth layouts, bold sales banners, custom market-specific sales sheets, client-focused blogs, targeted email outreach, and social media campaigns to build excitement and drive booth traffic. The result was a more dynamic and engaging event presence that strengthened visibility and deepened planner relationships.
Strategic Client Engagement
This year, we prioritized building and deepening client relationships through more meaningful, intimate, and memorable experiences. From private dinners and relaxed receptions to concerts at
, these curated gatherings provided an authentic
setting to connect with clients beyond the tradeshow floor. By bringing clients into the heart of Santa Clara - alongside our SCTID hotel partners - we created opportunities to est,
expanded lead volume, and opened the door to future group opportunities.
• Hosted a Client Appreciation Event at Bowlero in the Westfield Valley Fair Mall, where 25 Account Directors and Meeting Planners from top local companies were in attendance. Our SCTID hotel partners also participated in the event (Refer to Appendix F5).
• Hosted a HelmsBriscoe Familiarization Trip (FAM) in July, entertaining 13 Global Account Directors and Meeting Planners. The event included participation from SCTID hotel partners AC, Embassy Suites, Hyatt Regency, and the Marriott, and OVG and Levy (Refer to Appendix F6).
Discover Santa Clara® FY 2024/25 Annual Report Page 9 of 56 o Organized a lunch and Customer Advisory Board Meeting with the group at the Marriott Santa Clara.
o Hosted an evening reception at the Convention Center. o
o Hyatt Regency hosted breakfast the following morning.
•
o The DMO hosted a luncheon for 25 association meeting planners and executives, offering a platform to showcase Santa Clara as a premier meeting destination.
•
o The DMO hosted a table of eight meeting planners representing associations and association management companies at this well-attended annual event in Sacramento.
• Hosted American Bar Association Breakfast Meeting with six (6) of their meeting planners.
•
• The Director of Sales participated in the
targeting meeting planners in both Minneapolis and Chicago in November 2024.
o Teamed up with Jed Arrogant with the DMO Visit Carlsbad to host 10 corporate and third-party meeting planners for dinner in Minneapolis, creating a more intimate setting to entertain clients and network.
• The DMO strategically leveraged high-profile events at to entertain
clients, showcase SCTID partner hotels, and spotlight the city of Santa Clara as a premier destination. These events provided unique settings to build rapport, cultivate relationships, and generate qualified leads including:
o The Rolling Stones concert.
o Metallica concert.
o Multiple San Francisco 49ers® home games.
Strategic Sales Initiatives & Partnerships
• In partnership with Baronfeld Consulting Group
our
account outreach strategy through targeted activities that support lead generation and sales effectiveness. Their work includes requalifying dormant and inactive accounts and expanding our contact database - prioritizing the highest- played a key role in supporting tradeshow appointment scheduling, refining prospect lists, and identifying qualified group opportunities - giving the sales team a cleaner, more strategic pipeline to work from. Some achievements for this fiscal year include:
Discover Santa Clara® FY 2024/25 Annual Report Page 10 of 56 Prospecting Outreach:
o 11,422 clients reached.
o 315 group opportunities identified.
o Weekly and bi-weekly calls to monitor performance and CRM strategy. o Lead scoring, requalification of dormant accounts, and contact list expansion. o Created curated list of 4,000+ high-potential accounts for the team to develop for potential group opportunities.
Backyard Account Acquisition Plan (Initiated in Q3):
Activated in Q3 to target regional/local companies.
o 75 priority local accounts prospected; 1,400 contacts reached. o Four RFPs received from outreach
o Eight office presentations booked with local companies.
Simpleview CRM Cleanup & Training:
o Completed extensive account and contact cleanup.
o Hosted refresher training sessions with SCTID hotel partners on report access and CRM use.
• We continued to deepen preferred partnerships with industry leaders to expand Santa databases, key events, and marketing opportunities. These relationships spanning
ConferenceDirect, HelmsBriscoe, U.S. Travel Association, Professional Meeting Planners Association (PCMA), Meeting Planners International (MPI), America Society of Association Executives (ASAE), San Francisco Travel, Women In Sports & Events (WISE), U.S. Travel, and CalTravel Association
amplify our presence across essential industry
channels, provide critical face time with top meeting planners, and keep us visible, informed, and competitive.
•
Bay Area Host Committee (BAHC),
which is actively engaged in supporting and executing SBLX/FWC26. Their leadership and coordination are instrumental in securing major sporting events and high-profile groups for the Bay Area
driving future business to our SCTID partner hotels, the Santa Clara Convention Center, and the city of Santa Clara at large. In addition to ongoing collaboration, Discover Santa Clara® is currently exploring a preferred partnership with BAHC beginning in FY 2025/26 that would expand our visibility, unlock strategic benefits and exposure opportunities, and provide a seat on their advisory board to help shape planning efforts tied to these global events.
• The CEO joined fellow Bay Area DMO leaders for an invitation-only lunch to welcome Anna Marie Presutti as the new CEO of San Francisco Travel - an important relationship for the DMO.
Discover Santa Clara® FY 2024/25 Annual Report Page 11 of 56 Data-Driven Strategies and Sales & Marketing Process Enhancement
• Symphony Data Platform Development: Collaborating with Tourism Economics (TE) to build the Symphony Data Platform and Website Attribution Tool, with launch targeted for mid-August 2025.
trends. It will deliver real-time insights in clean, digestible formats to help SCTID hotel partners guide strategy and communicate effectively with ownership groups. • Through our partnership with our marketing Agency of Record, Madden Media, we have access to their Voyager Reporting Tool providing the DMO with critical ROI and performance insights as we roll out initiatives throughout the contract. Real-time reporting will be delivered in a dashboard format, allowing the team to easily share results with our Board of Directors and hotel partners.
•
CoStar STR Report by adding day-of-week and segmentation data, along with tracking performance across a competitive set of peer cities. • Director of Sales & Destination Services implemented an evolved reporting stack Hotel
Sales Packet - for our SCTID partner hotels to be distributed quarterly. • Continued use of the Cvent BI Report Stack has provided deeper insights into key business segments, group lead performance, and the competitive landscape, helping guide more informed decisions around sales and marketing resource allocation and budgeting. • The sales team continues to leverage the Knowland group sales tool for strategic sales insight and to gain visibility into groups considering Santa Clara. This resource helps to strengthen contract negotiations and serves as a valuable tool for analyzing booking patterns across key market segments, supporting more strategic outreach and positioning. • Refined the DMO Sales Proposal Document to Improve Client Experience: The original sales proposal was too long and difficult for clients to navigate. We worked closely with the Marketing Team to streamline the format, improve presentation quality, and make the content easier to follow. The updated version delivers a clearer, more compelling message that better supports client decision-making.
• The Director of Sales and the Manager of Data & Strategy conducted an extensive CRM audit and system clean-up across the DMO, Convention Center, and Levy. The focus was on updating past leads and ensuring group lead statuses were current - both essential for accurate sales reporting. This is an ongoing effort that will remain critical to maintaining strong sales hygiene.
SCTID Hotel Support
• Client Site Inspections. Collaborated with partner hotel sales teams on multiple site inspections for both current and potential groups, including arranging accommodations at our hotels to showcase the properties. This fosters a unified partnership and facilitates strategic discussions on the best approach to securing new business.
Discover Santa Clara® FY 2024/25 Annual Report Page 12 of 56 • Partnered with SCTID Hotels to Strengthen Tradeshow & Client Engagement. With our partners at tradeshows and client events. Ensuring their presence at these key touchpoints tionships
both internally and
with clients. These efforts lay the groundwork for future opportunities that benefit the city and our hospitality community.
• Ongoing Cadence of DMO and Partner Hotel Director of Sales Meetings.
Sales Lead Growth & Metrics
• Cvent Portal Lead Volume - Year-Over-Year (YOY) Growth:
In FY 2024/25, the DMO received a total of 389 sales leads through the Cvent portal, with 59 of those classified as P1/P2
reflecting an 11.3% increase in P1/P2 lead production
compared to the prior year. While there was a slight YOY decrease in P2 leads specifically, we saw a significant 111% increase in P3 leads. The DMO officially began managing new P3 leads generated from direct sales outreach in late October 2024, and these early-stage opportunities have strong potential to convert into larger groups over time.
This year marked the first with a fully staffed sales team, which was highly active across tradeshows, client events, and entertainment. The result: a 46% YOY increase in total lead volume
clear evidence of the impact of our proactive sales prospecting and outreach. As we move forward, driving continued lead growth across all segments remains a key focus.
Group Priority # FY 2023/24 YE
Lead Volume
FY 2024/25 YE
Lead Volume
YOY Leads Change YOY % Leads Change
P1 Leads 29 36 7 24%
P2 Leads 24 23 -1 -4%
P3 Leads 19 40 21 111%
P1
P3 Leads 72 101 29 40%
Total Leads 267 389 122 46%
• Sales Outreach Results: RFPs & Site Inspection Activity o 82 RFPs & Site Visits:
▪ RCMA Emerge: (5) RFPs.
▪ CalSAE Client Events: (8) RFPs.
▪ MPI Crab Feed: (2) RFPs.
▪ Holiday Showcase: (2) RFPs.
▪ All Things Meetings:
2) Site Visits.
▪ IPEC: (1) RFP.
▪ IMEX: (2)
and (1) Site Visit.
▪ TEAMS: (22) RFPs.
▪ Destination California: (2) RFPs.
Discover Santa Clara® FY 2024/25 Annual Report Page 13 of 56 ▪ CalSAE Annual Conference: (3) RFPs.
▪ Sports ETA: (20) RFPs.
▪ Visit CA Sales Missions: (8) RFPs.
▪ HelmsBriscoe Annual Business Conference: (5) RPFs.
• 13 site inspections were conducted across SCTID hotel partners and the Convention Center during FY 2024/25.
• Booked Groups in FY 2024/25 for Future Years:
o A total of five (5) groups booked:
▪ Two P1 groups.
▪ Three P2 groups.
Marketing & Communications
FY 2024/25 was a pivotal year for marketing and communications efforts, marked by strategic advancements, strong media visibility, and continued investment in tools that elevate the city's presence across key markets. With the successful completion of the Omnichannel Marketing Ecosystem Project, the DMO launched a new website, distributed the Santa Clara Visitors Guide, and built a versatile content library - including a dynamic sizzle reel and high-quality photography - designed to drive engagement across platforms. The team also expanded its partnership has enabled consistent messaging, streamlined execution, and stronger brand positioning through integrated digital strategy, targeted public relations, and activation planning for major upcoming events such as SBLX/FWC26.
In parallel, the DMO executed a high-profile advertising campaign with CBS as presenting sponsor of The San Francisco 49ers Experience, generating tremendous exposure for Santa Clara, its SCTID hotel partners, and the destination as a whole. The campaign included weekly segments, hotel spotlight contests, and a robust brand spot run all of which significantly
outperformed traditional ROI benchmarks. Additionally, ABC7, NBC, and KTVU provided profile as a premier destination.
These initiatives, along with ongoing blog development, PR planning, and a Meetings & Conventions video shoot, laid the groundwork for continued momentum and even greater impact in FY 2025/26.
Our growth in content marketing, social media, and public relations played a big role in telling city special -
they reflected the strength of our partnerships and the value of consistent engagement. As we forward into the opportunities ahead.
Discover Santa Clara® FY 2024/25 Annual Report Page 14 of 56 Omnichannel Marketing Ecosystem Project
In FY 2023/24, we initiated our Omnichannel Marketing Ecosystem Project in partnership with the final two deliverables of this transformative
initiative were successfully completed this year.
In addition to the comprehensive photoshoot and high-energy sizzle reel launched last fiscal year, the final two foundational sales & marketing components were delivered that now serve as
•
. We finalized and strategically distributed the Santa Clara Visitors Guide, thoughtfully curated to showcase the c
offerings
from dining, attractions, and
shopping to hotels and beyond
to inspire both group and leisure travel (Refer to Appendix item G1).
• New Discover Santa Clara® Website. We officially launched the new Discover Santa Clara® website
one of our most important business tools. Designed to drive meetings and conventions, leisure travel, and destination awareness, the site was built to become the go- to source of information for the city of Santa Clara. A range of enhancements now elevate the user experience, including: (Refer to Appendix item G2). o Seamless RFP Submission: A new
WhiteLabel tool simplifies the process for planners and increases efficiency for our sales team.
o Multi-Language Translation: With a single click, the site can be translated into seven languages reflecting the diversity of our community and preparing us to welcome international visitors for SBLX/FWC26.
o Interactive Neighborhood Map: In partnership with the City of Santa Clara and distinctive neighborhoods.
o Dynamic Visuals: From a high-production hero sizzle reel filmed with a full cast and vibrant energy.
o Engaging Blog Content: Developed over 18 months, our growing blog library adds depth to key pages, provides rich storytelling, and keeps visitors engaged longer.
Looking ahead to Q1 FY 2025/26, we will roll out two new enhancements:
o Visiting Media SalesHub Platform: This immersive content platform will be available across all SCTID partner hotels, the Convention Center, DMO teams, and additional high-profile City venues. It enables seamless integration of virtual and augmented media
including 360º and 3D visuals
with traditional collateral, streamlining the
sales process and asset management across teams and channels.
Discover Santa Clara® FY 2024/25 Annual Report Page 15 of 56 o Mindtrip AI-Powered Trip Planning: This tool will offer users a personalized travel experience
allowing them to ask questions, request destination recommendations, or build a fully customized itinerary based on travel style and interests.
Together, these efforts reflect our commitment to building a scalable, modern infrastructure that supports both destination storytelling and business development at every level.
•
Madden Media
FY 2024/25 marked a significant step forward in strengthening marketing infrastructure with the establishment of an official Agency of Record.
Following a formal RFP process and evaluation committee review, Madden Media was selected and approved by the Board of Directors
Agency of Record (AOR). This strategic move provides continuity, consistency, and the ability to respond with greater speed and agility across all marketing channels.
Madden Media previously partnered with the DMO on the successful execution of the Omnichannel Marketing Ecosystem Project - including the development of the new website and Visitors Guide - positioning them to deliver without disruption while building on established momentum. Their AOR scope includes:
o
Public Relations and Communications narrative,
o Managing the digital marketing strategy and budget,
o Advertising Strategy & Execution: Securing cost-effective placements, developing a business-cycle-driven ad calendar, designing targeted creative for meetings audiences, and managing ad submissions,
o Providing the DMO access to the
data dashboard to track
initiative performance,
o Creating a Meetings & Conventions video to support sales and marketing, o Supporting the execution of the
, including the
development of a targeted Ultimate Sports Playbook to showcase Santa Clara experiences during major events; sports-focused PR efforts; themed tradeshow activations such as a personalized sports jersey bar to build excitement and buzz; and a combined Media & Meeting Planner Familiarization (FAM) Trip to further engage key audiences.
Immediately following the AOR kick-off, multiple projects were set into motion:
o PR & Communications Strategy: Defined key amplification goals and refined how Santa Clara and its partners are presented in regional and national media. o Meetings & Conventions Video Shoot: Completed a two-day shoot highlighting -impact meetings and events. Final deliverables
currently in refinement include a 60-second video, shorter cuts, and 50 edited photos, all set to support the website, sales presentations, and tradeshows.
Discover Santa Clara® FY 2024/25 Annual Report Page 16 of 56 o Digital Strategy Planning: Aligned on primary target segments and media strategy moving forward.
o Voyager Reporting Tool: Introduced as a data dashboard to track initiative performance, with DMO inputs now being integrated
including STR, Cvent, and
other key sources.
o Ultimate Sports Playbook Visitors Guide: Development began on a new guide designed to serve the influx of visitors attending SBLX/FWC26 and other major , within the city of Santa Clara and the Bay Area.
These efforts - many of which are actively in flight and will launch in FY 2025/26 - reflect the -term brand growth, strategic readiness, and high-impact storytelling for Santa Clara.
• Driving Awareness Through Advertising & PR
CBS Advertising Partnership: As presenting sponsor of The San Francisco 49ers Experience, Discover Santa Clara® was fully integrated into the high-profile campaign that ran from September 18, 2024, through January 19, 2025 (Refer to Appendix G3). The partnership delivered tremendous exposure for the city of Santa Clara, our SCTID hotel partners, and the DMO through key campaign elements:
o Weekly CBS custom segments Weekly CBS segments aligned with our brand
o A high-impact contest promoted across CBS platforms, awarding weekend getaways bundled with hotel stays, local dining, and Great America tickets.
Each of our 11 SCTID partner hotels was featured in custom-produced 15-second segments, many of which aired during peak viewing windows. o A seven-week run of Discover Santa Clara® brand spots aired from December 2, 2024, through January 13, 2025, driving traffic to the newly launched website.
This campaign indexed far above traditional ROI benchmarks, underscoring the power of targeted broadcast partnerships. Building on this success, the DMO will once again partner with CBS in FY 2025/26.
ABC7 News Coverage: On September 6, 2024, ABC7 News aired a two-minute segment highlighting the Hyatt Regency Santa Clara, the kickoff of the 49ers season, and the city of Santa Clara delivering high-visibility media exposure for both the DMO and the destination (Refer to Appendix G4). The coverage stemmed from a high-profile social media influencer event hosted by the DMO in partnership with the Hyatt Regency.
Ongoing Media Coverage: The DMO received repeated coverage across major local news outlets
including CBS, NBC, and KTVU
and tourism.
Discover Santa Clara® FY 2024/25 Annual Report Page 17 of 56 Social Media & Content Performance
The Marketing Team made bold progress this year in strengthening digital presence
across social media, blogs, and email marketing. With a focus on strategic storytelling and platform-specific content, we created compelling campaigns designed to engage a range of audiences
from meeting planners to leisure travelers.
Amplifying the visibility of our SCTID hotel partners remains a core priority for the DMO highlighting their offerings and noteworthy events to support both group and leisure travel.
These efforts have strengthened our connection with key audiences and contributed to measurable gains in digital performance across LinkedIn, Instagram, and Facebook, as reflected in the analytics summary below.
Instagram. Instagram continues to be our strongest organic channel, with a 51.5% YOY increase in followers, bringing our total to 21,232. The platform delivered 2,552,998 impressions and maintained a strong engagement rate of 6.2%, largely fueled by event-driven and experiential content. Its performance remains unmatched among all channels. • Total Followers: 21,232
• Impressions: 2,552,998
• Accounts Reached: 1,152,521
• Likes: 73,255
• Post Saves: 26,066
• Comments: 44,656
• Shares: 43,890
• Total Interactions: 187,887
• Average Engagement Rate: 6.2%
LinkedIn. With an 87.3% increase in followers YOY and an impressive 14.11% engagement rate, LinkedIn continues to be a strong platform for brand credibility. High engagement was driven by recognition in the Silicon Valley Power 100 and Benjamin Landis being named to Destinations 30 Under 30 Class of 2025.
• Organic Impressions: 118,815
• Paid Impressions: 245,774
• Total Impressions: 363,332
• Reactions: 3,470
• Comments: 165
• Clicks: 13,881
• Shares: 309
• Average Engagement Rate: 7.04%
Discover Santa Clara® FY 2024/25 Annual Report Page 18 of 56 Facebook.
-focused appeal,
our Facebook strategy delivered strong results
growing followers by 69% YOY, from 3,060 to
5,174. Paid ads, especially those highlighting monthly event roundups in the city and at partner
• Total Followers: 5,174
• Organic Impressions: 118,815
• Paid Impressions: 245,774
• Total Impressions: 363,332
• Reactions: 3,470
• Comments: 165
• Clicks: 13,881
• Shares: 309
• Average Engagement Rate: 7.04%
Tik Tok. We launched TikTok in late January as a test platform for short-form video, repurposing high-performing Reels and experimenting with trend-driven content. An early viral video confirmed its ability to deliver rapid brand exposure and strong organic reach. While not initially planned as a core channel, its performance and growth potential have prompted a strategic shift. We are now actively expanding our presence on the platform to reach younger audiences and complement broader digital efforts. TikTok remains secondary in priority, but it is proving increasingly valuable in driving awareness and engagement. • Followers: 1,335
• Organic Impressions: 308,190
• Likes: 14,958
• Comments: 116
• Saves: 5,658
Blog. In FY 2024/25, the DMO published 19 original blog posts designed to enhance the visitor from timely holiday guides and monthly event roundups to destination insights and local storytelling.
Highlights included Top 60 Things to Do in Santa Clara, created as a forward-looking evergreen asset for SBLX; a spotlight on
Classic Restaurants; and editorial pieces celebrating
The DMO also featured Inside the
Mind of Chef Nelson Ramirez: Art, Innovation, and Bold Flavors at Santa Clara Marriott a
culinary profile highlighting the creative talent within our hotel partner community.
All blog content was developed with SEO in mind and supported cross-channel engagement through email marketing and social media, helping extend reach across both the leisure and meetings audiences. (Refer to Appendix item G5).
Discover Santa Clara® FY 2024/25 Annual Report Page 19 of 56 Additional Examples of Blog Content Produced
• Spooky Season in Santa Clara.
• IMEX 2024 Top 10 Tips to Conquer Conference Chaos.
•
• Monthly Santa Clara Event Roundups.
• New Year's Eve Plans in Santa Clara 2024.
• Guide to Christmas-Themed Activities in Santa Clara 2024. • Santa Clara Thanksgiving 2024 Dining Round-up.
•
.
• Top 60 Things to Do in Santa Clara
•
• Support Women-
•
•
Email Marketing. In FY 2024/25, the DMO executed 48 targeted email campaigns, reaching both our full subscriber base and key audience segments. These campaigns supported a range of strategic goals - from promoting monthly events and game-day guides to boosting blog engagement and generating ad sales for the upcoming Visitors Guide. We also delivered meeting planner outreach in coordination with our sales team, including pre-show campaigns tied to major tradeshows and industry events. Each email was designed to deliver relevant,
Social Media Influencer Engagement, Activations & Instagram Campaigns. The DMO continued to collaborate with high-profile Instagram influencers on campaigns to drive engagement, increase followers, and spotlight city experiences. Campaigns during FY 2024/25 expanded our reach, delivered measurable visibility for partners like the Santa Clara Marriott and Hyatt Regency, and helped us better evaluate which influencer partnerships hold long-term strategic value. These efforts are strengthening our ability to tap into niche audiences and tic, targeted way.
DMO Influencer Event with the Hyatt Regency, Santa Clara. The DMO partnered with the Hyatt Regency Santa Clara to host an exclusive influencer event on September 6, 2024, aimed at promoting hotel stays and seasonal activations tied to the 49ers football season. The event drew 30 high-profile influencers and generated strong Instagram engagement. Influencer content expanded the reach of both the DMO and the Hyatt Regency, connecting with new and diverse audiences through authentic, varied storytelling (see Appendix item G6).
Discover Santa Clara® FY 2024/25 Annual Report Page 20 of 56 As previously noted, ABC7 News
-minute segment,
spotlighting the Hyatt Regency and further elevating visibility for the property and the destination.
• Influencer Impressions: 206,092
• Likes: 10,411
• Comments: 995
• Unique Feed Posts: 25
• Shares: 2,867
• Total Stories Posted: 105
Influencer Activation: Driving Weekend Visibility & Hotel Stays. Recognizing the need to influencer sourced by Six Flags, the DMO hand-selected and funded five high-quality influencers
SCTID partner hotels to participate, coordinating curated stays and providing each influencer with talking points to highlight hotel experiences while allowing full creative freedom in their park content.
Each influencer produced at least one Instagram Reel and five Stories, with campaign engagement exceeding industry benchmarks for their follower tier. The initiative successfully and Santa Clara as a
weekend destination.
With an average engagement rate of approximately 4%, the campaign significantly outperformed the industry benchmark of 0.86% (50k
500k followers), demonstrating strong
content relevance and audience alignment.
Estimated Instagram Story views totaled approximately 233,753, based on public data and adjusted projections - reinforcing the value of continuing influencer-driven marketing strategies in Santa Clara (see Appendix item G7).
Additional relevant influencer Instagram analytics are as follows:
• Feed Posts: 163,254+
• Likes: 5,508
• Comments: 351
• Unique Feed Posts: 9
• Total Stories Posted: 50
• Shares from IG Feed: 666+
Convention Center and Levy Marketing Memorandum of Understanding (MOU). The DMO fulfilled its MOU commitments for the fiscal year by providing targeted marketing support to both Levy and the Convention Center. All project management and deliverables were tracked through a dedicated MOU Project Log.
Discover Santa Clara® FY 2024/25 Annual Report Page 21 of 56 A sampling of initiatives includes the updated Levy Teaching Kitchen brochure, development of a branded newsletter template, Google Ads promoting Convention Center events, and the creation of Visiting Media 360° tours to support both the Convention Center and Levy sales teams. Both the Convention Center and Levy catering were also featured in the Santa Clara video
supporting visibility for both event and catering business opportunities.
Administration and Operations
The initiatives undertaken in FY 2024/25 reinforced our commitment to strong, effective administration while positioning the DMO for deeper collaboration and greater impact in the market. Throughout the year, we focused on strengthening our internal foundation enhancing
staffing, refining systems, and developing key partnerships to support our continued growth. As the organization evolves, we remain focused on building the operational infrastructure needed to support long-term success.
• DMO Reports
4/25 Q1 - Q3 Reports to the
Board of Directors, SCTID partner hotel, and the City of Santa Clara. • Annual Report. Completed the FY 2023/24 Annual Report, which was approved by the Board of Directors on August 10, 2024, and presented to the City Council - where it was approved as part of the Consent Calendar - at the September 19, 2024, meeting. • FY 2024/25 Budget. Successfully concluded FY 2024/25 with a seamless soft close, expending 83% of the total $3,052,730 budget, resulting in a projected expenditure of $2,960,014 and a surplus of $605,382.
• FY 2024/25 Team Goals. Role-specific goals were thoughtfully crafted and communicated to each team member, ensuring that everyone is aligned and focused on achieving a diverse set of sales, marketing, and administrative KPIs critical to our organization's success. • FY 2025/26 Operating Budget. The FY 2025/26 Operating Budget was completed and presented to the Board of Directors, receiving approval on May 29, 2025. • Administrative Staffing. To better support the ongoing needs of the DMO, the CEO - with approval from the Board of Directors on August 15, 2025 - elevated the open Administrative Services Manager role to a Director of Business Operations (DBO) position. A new DBO was hired and joined the team on January 21, 2025.
• Bay Area Host Committee Partnership (BAHC). The DMO has been working closely with the BAHC to finalize a proposed Preferred Partnership Agreement, with the goal of presenting for discussion and approval at the August 2025 Board Meeting. This partnership not only supports regional alignment for SBLX/FWC26 but also positions Santa Clara and the Bay Area to attract future high-profile sporting events. • Civitas Advisors Agreements. Entered into two separate agreements with Civitas Advisors:
o A 19-month agreement (May 2025
June 2026) to support the SCTID and Silicon
Valley/Santa Clara DMO, Inc. (DMO) district renewal process. o A retainer agreement to provide ongoing advisory support across key initiatives, offering strategic insight and guidance as needed.
Discover Santa Clara® FY 2024/25 Annual Report Page 22 of 56 • Partnered with Civitas Advisors and conducted training for the Board of Directors and SCTID Partner Hotels
District Plan. The training took place on the January 23, 2025, Board Meeting. • Kicked off the SCTID/DMO Renewal Process with Civitas, implementing bi-weekly working meetings. Identified the Steering Committee, consisting of four SCTID hotel General Managers: Nany Fullmore from the Marriott, Erin Henry from the Hyatt Regency, Billy Mendoza Moreno from the Delta Hotel, and Jack Bloom from the Embassy Suites. • Facilitated Strategic Offsites and Team Training to Deepen Alignment and Communication. In February 2025, we hosted a two-day Strategic Team Offsite focused on alignment, organizational focus, the upcoming budget season, and the concept of ruthless prioritization. We also held a one-day team training on The Enneagram to better understand individual communication styles, motivations, and how to work more effectively together. These sessions were designed to build trust, improve team dynamics, and enhance overall productivity.
• Defined and Communicated Expanded Booking Scope for P3 Groups. After aligning with the General Manager of the Convention Center, Levy, and the Assistant City Manager on the most effective approach, the DMO CEO developed a process memo outlining an expanded booking scope for the DMO sales team. This change allows the team to manage new Priority 3 (P3) groups generated through direct sales efforts and initiatives. The updated scope was approved by the Board of Directors at the January 23, 2025, meeting and has since been communicated to SCTID hotel partners, as well as the OVG and Levy teams. • Board Elections: Held DMO Board of Directors elections on October 17, 2024, ensuring strong governance and leadership for the organization, with new members bringing fresh perspectives and expertise.
• DMO Bylaws Review. The DMO leadership team completed an initial review and draft of updated Bylaws to ensure they reflect the current needs of the organization. The next step is to review the draft with the Board of Directors' Bylaws Committee before seeking full Board approval.
•
Discover Santa Clara® FY 2024/25 Annual Report Page 23 of 56
BOUNDARY
The Santa Clara Tourism Improvement District (SCTID) will encompass all lodging businesses with ten (10) or more rooms, both existing and future, which are available for public occupancy within a specified portion of the city of Santa Clara. The boundaries, as outlined on the
accompanying map, currently include eleven 11 lodging businesses, which are detailed in the Appendix. There are no proposed changes to the SCTID boundaries.
In FY 2024/25, two new lodging businesses opened within the boundaries of the SCTID and are therefore subject to the SCTID assessment: Placemkr Santa Clara and AVE Santa Clara. While different from our existing 11 lodging businesses, these properties operate as apartment buildings that also offer a portion of their units to the public for short-term overnight stays. The City of Santa Clara formally notified management of their inclusion within the SCTID boundary and assessment on May 6, 2025.
Discover Santa Clara® FY 2024/25 Annual Report Page 24 of 56
ENHANCEMENTS, INITIATIVES, AND FUTURE FOCUS
In FY 2025/26, our work across Sales, Marketing, and Administration & Operations is united by a clear focus - driving measurable results for our SCTID hotels, partners, and the City. All departmental initiatives will be anchored in data-driven insights and ROI, ensuring our in
with a sharper, more intentional approach to lead generation, conversion, and client engagement through targeted prospecting, high-impact tradeshows and sales trips, and even closer collaboration with our SCTID hotel partners. We will continue to drive weekday group bookings and intensify our focus on weekends, a critical need for our hotel partners. Marketing -visibility
campaigns, compelling content, and the SBLX/FWC26 Activation Plan, all tracked and measured to understand reach, engagement, and return. Administration & Operations will strengthen the foundation that supports it all, from advancing financial policies and governance to preparing for our first audit and supporting the SCTID renewal process. Together, these priorities ensure we stay competitive, accountable, and ready to seize every opportunity ahead because our
success is built on working in lockstep with our partners and delivering real, lasting impact.
Convention Sales, Incentives and Services
•
To strengthen our sales pipeline and accelerate conversion, we are taking a fresh, data- driven approach to engaging meeting planners across both local and national markets.
Leveraging the Baronfeld prospecting list, we will move beyond simple outreach to fully targeted strategy
segmenting accounts, aligning with marketing on personalized nurture campaigns, and tracking every single interaction in our CRM. The goal is clear:
convert qualified prospects into RFPs, site visits, and confirmed bookings that deliver measurable impact for our SCTID partner hotels and the City.
o Baronfeld Prospecting List. Transform the prospecting list into a targeted, actively engaged sales pipeline.
o Account Segmentation. Segment accounts by market and geography for strategically focused outreach and follow-up.
o Nurture Campaigns. Collaborate with marketing on tailored nurture campaigns, including targeted planner emails and relevant content. o Tracking Impact. Ensure that every planner interaction is tracked in the CRM to measure engagement and conversion.
o Closing the Planner Pipeline. Drive qualified planners toward RFP submissions, site inspections, and bookings.
Discover Santa Clara® FY 2024/25 Annual Report Page 25 of 56 •
o Target Need Periods. Partner with SCTID hotels on coordinated sales and marketing initiatives targeting key need periods, especially weekends. o Group Campaigns. Develop and launch compelling group campaigns with unified messaging and timing to drive interest and room nights primarily over need periods.
o Booking Incentives. Create creative booking incentives and compelling citywide concessions to increase destination competitiveness.
o ROI Impact. Measure campaign success through lead generation, conversion tracking, and ROI analysis.
•
o
o
. The team will ensure prioritize targeted outreach
before events to set qualified appointments and client entertainment opportunities. The intent is to build/deepen meaningful in-person connections that move prospects down the booking pipeline.
o
o
o Optimized Post-Event Follow-Up. Continue to refine and strengthen post- event follow-up to capitalize on all qualified contacts, nurture relationships,
o ROI Impact. Track and report event-driven leads, RFPs, and confirmed bookings to SCTID hotel partners to demonstrate ROI.
Discover Santa Clara® FY 2024/25 Annual Report Page 26 of 56 •
.
Plan, including playing a key role in delivering a highly impactful Media & Meeting Planner ity
venues, and the destination in a way that inspires future bookings, strengthens planner relationships, and maximizes exposure tied to these global events.
Marketing & Communications
• Drive Impact Through Strategic Marketing Agency of Record (AOR) Partnership.
Advance Current Projects.
Partner with AOR, Madden Media, on the execution of our project plan, ensuring all campaigns are delivered on time, on brand, and with measurable results. Specific focus items will be;
o Strategic Media Buys and creative production.
o PR messaging content development & outreach, ensuring alignment with our brand narrative to strengthen visibility media engagement. o Production and rollout of a high-impact Meetings & Conventions Video to position Santa Clara as a premier group and convention destination.
Deliver the SBLX/FWC26 Activation Plan:
Execute
SBLX/FWC26 Activation Plan through high-impact campaigns, destination storytelling, PR initiatives, and targeted meeting planner activations. All efforts will be tracked for reach, engagement, and ROI to maximize exposure, generate bookings for SCTID hotels and partners, and build lasting destination awareness.
Key deliverables include:
o Creation and distribution of the Ultimate Sports Playbook showcasing Santa offerings to visitors.
o A Media and Meeting Planner FAM Trip designed to immerse attendees in the destination and inspire future bookings.
o Immersive Tradeshow Activations to build excitement and awareness for and partners with targeted messaging that showcases the c unique
capabilities and offerings.
• Elevate Destination Campaigns & Media Initiatives to Drive Exposure and SCTID Hotel Room Nights.
Oversee high-profile destination marketing partnerships, including:
o Our
A
Campaign strategically targeting critically needed
weekend travel to drive measurable hotel bookings for our SCTID hotel partners. o
San Francisco 49ers Experience. Maximize CBS partnership through integrated broadcast segments, contest promotions, and brand placements tied to the San Francisco 49ers Experience.
Discover Santa Clara® FY 2024/25 Annual Report Page 27 of 56 • Maximizing ROI from the New Discover Santa Clara® Website.
The new Discover Santa Clara® website is a high-impact marketing and sales platform submissions - using new tools like the Website Impact Calculator and Tourism Economics. The site will be continuously optimized for user experience and fully integrated into sales, promotions, and lead generation efforts to drive results for SCTID hotels and partners.
• Grow Owned Channels with Purpose-Driven Content.
LinkedIn, Facebook, Instagram,
TikTok, and our email database, using a mix of organic content, paid promotion, and influencer partnerships. Channel growth will be tied to measurable outcomes, including increased website traffic, partner referrals, and lead generation for our SCTID partner hotels. By building targeted audiences, we strengthen our ability to drive group and
• Create High-Impact, SEO-Driven Content.
Our content strategy will deliver consistent, high-quality storytelling across social media, blogs, and email, with an emphasis on SEO performance and partner value.
Every piece will align with campaign priorities, highlight SCTID partner hotels, and support conversion - whether a group booking, weekend stay, or a meeting planner inquiry. This includes producing fresh content, optimizing existing assets, and ensuring all materials are search-ready to maximize discoverability and ROI.
• Support Sales and SCTID Hotel Partners.
We will deliver at least one high-impact partner campaign per quarter such as
influencer activations, coordinated content pushes, or thematic series like the Chef Series - designed to position Santa Clara as a leading meetings and conventions destination. Additionally, i
marketing initiatives and lead-nurture campaigns to move prospects down the funnel, with a focus on increasing conversion for both meeting planners and leisure guests.
Administration and Operations
• Updating DMO Bylaws to Support Strategic Growth.
- outlining board structure, decision-making processes, and key responsibilities. Our current bylaws have not been updated since they were first created, and ensuring they strategic direction, operational realities, and evolving needs. By revising them thoughtfully, we strengthen our ability to make timely and effective decisions, maintain transparency, better serve our stakeholders, and remain agile in a competitive and rapidly changing marketplace.
Discover Santa Clara® FY 2024/25 Annual Report Page 28 of 56 • SCTID & DMO Renewal Process.
Partner with Civitas Advisors, the SCTID Steering Committee and the City of Santa Clara on the renewal of the SCTID and the Silicon Valley/Santa Clara DMO, Inc. With the current district set to expire June 30, 2026, this renewal is essential to sustaining the dedicated funding that drives our sales, marketing, and convention development programs. The process will encompass stakeholder engagement, consensus-building, policy refinement, and navigation of City approvals to ensure a smooth, successful renewal.
economy, ensuring we remain well-positioned to compete for high-value group, convention, and leisure business that benefits our SCTID hotels, partner venues, and the city at large.
• Strengthening Financial Policies & Procedures.
We
accountability, and operational excellence. This work includes formalizing policies and procedures across all key areas - accounts receivable and payable, procurement, signing authority, fund management, and internal controls - supported by detailed fiscal SOPs. These enhancements will standardize how we manage public and private funds, safeguard assets, and uphold the highest standards of financial stewardship to support the DM
-term sustainability.
•
.
- an
important milestone in our commitment to transparency and accountability. Working with the Board
Committee, we will identify and engage a City-approved auditor and finalize the audit agreement. Once the scope is defined, our team will partner with Krisch Accounting to ensure all files and financial records are fully audit-ready.
• Leverage Insights & Performance Reporting.
With new advanced analytics tools
Tourism Economics Symphony, and the Website Impact Calculator - we are implementing a stronger, more data-driven approach to measurement and reporting.
These tools will allow the team to develop and deliver quarterly reports with key insights and actionable recommendations, helping to guide internal strategies, improve partner communications, and ensure our organizational investments deliver measurable returns.
• Explore and Integrate Vital Systems to Empower and Elevate Our DMO.
To drive greater efficiency and precision in our operations, we will explore and integrate key financial, expense management, and administrative systems. These systems will streamline processes, enhance record-keeping, and provide the foundation for more strategic decision-making. By adopting these vital tools, we will empower our team to focus on impactful work, reduce operational friction, and ensure the long-term sustainability of our DMO.
Discover Santa Clara® FY 2024/25 Annual Report Page 29 of 56 • Driving Impact Through Board Development.
A strong, well-
-term success.
We are committed to ensuring our board composition reflects diverse experience, insight, and perspectives that can help drive the organization toward its goals.
This includes identifying and providing targeted resources, training, and thought their development, we ensure our directors are well-
mission, support sustainable growth, and navigate an increasingly competitive and dynamic market environment.
Contingency
The budget shall continue to include a contingency line item to account for uncollected assessments, if any. If there are contingency funds collected, they may continue to be held in a reserve fund or utilized for other program, administration, or renewal costs at the discretion of the DMO Board. Policies relating to contributions to the reserve fund, the target amount of the reserve fund, and expenditure of monies from the reserve fund shall be set by the DMO Board.
Contingency/reserve funds may be spent on District programs or administrative and renewal costs in such proportions as determined by the DMO Board. The reserve fund may be used for the costs of renewing the SCTID.
City Administration Fee
The City of Santa Clara shall continue to be paid a fee equal to 2% of the amount of assessment collected to cover its costs of collection and administration which may include but are not limited to staffing costs, legal services, and operational costs for rent, telephone, supplies, postage, and other general office expenses.
FY 2024/25 FINANCIALS
Final FY 2024/25 SCTID assessments closed at $3,416,909, exceeding the $3.2M forecast by
6.8% and the original $2.6M budget by 31.4%. For our 11 SCTID hotel partners, the primary objective remains restoring occupancy (OCC) and average daily rate (ADR) to pre-pandemic 2019 levels and driving revenue per available room (RevPAR) share growth currently through group production. While current occupancy continues to trail peak performance by an estimated 10
14% on average, hotels have made impressive progress in recovering ADR to levels comparable with 2019. This ADR recovery is fueling RevPAR growth and contributing positively to DMO assessments.
As the DMO continues to evolve, our focus remains on securing large groups with Convention Center needs paired with substantial hotel room blocks, as well as high-value self-contained business. In FY 2025/26, a major priority will be building both group and transient demand over weekends (Friday
Sunday), a critical need period for our hotels.
Discover Santa Clara® FY 2024/25 Annual Report Page 30 of 56 We will continue to target sports and affinity group segments, which traditionally book over weekends, while also launching - for the first time -
Always-O
promoting Weekends in Santa Clara. This initiative is designed to increase occupancy share for SCTID hotels and strengthen weekend performance across the destination.
As of June 30, 2025, the DMO expended 83% of the Operating Budget, leaving a balance of $605,382. While the original FY 2024/25 plan anticipated full budget utilization to support the execution of our comprehensive sales and marketing strategies, several key staffing challenges impacted overall expenditures. The FY 2024/25 financials have not yet been formally closed, so these figures remain preliminary and are subject to change.
Income Budget Actuals
SCTID Assessment $2,600,000 $3,416,909
Interest $0 $125,114
Other Revenue $66,000 $66,000
FY 2024/25 Expenditures Budget Actuals Balance
CONVENTION SALES,
INCENTIVES & SERVICES $ 1,711,115 $ 1,127,961 $583,154
MARKETING &
COMMUNICATIONS $864,246 $976,360 ($112,114)
ADMINSTRATION $860,035 $803,928 $56,107
CONTINGENCY $78,000 $0 $78,000
CITY ADMINISTRATION FEE $52,000 $51,765 $235
TOTALS $3,565,396 $2,960,014 $605,382
Discover Santa Clara® FY 2024/25 Annual Report Page 31 of 56 In FY 2024/25, the DMO earned interest revenue on SCTID assessment funds held with the City of Santa Clara, which serves as our fiscal sponsor. This revenue stream is new and had not been realized in prior years. Based on final assessments collected on August 29, 2025, the DMO earned $125,114 in interest revenue.
An additional Reserve Fund, established in FY 2021/22 for large-scale unexpected expenses or emergencies requiring Board of Directors approval, remained untouched this fiscal year.
FY 2024/25 Expenditures Budget Actuals Balance
RESERVE FUND $1,426,158 $0 $1,426,158
The detailed FY 2024/25 Financial Report is included as Appendix A.
KEY PERFORMANCE INDICATORS (KPIs)
While the DMO did not meet its established KPIs for FY 2024/25, we booked more groups than in the prior fiscal year
a clear reflection of the strength of our outbound sales efforts. No P1s were consumed during the year; however, we consumed three P2s against a goal of four. For future years, we secured two P1 bookings
meeting 50% of our goal
and three P2 bookings,
achieving 75% of that target. These future bookings are primarily weekend programs, which typically generate smaller hotel room blocks, and Convention Center spend. However, weekends remain a critical need period for our SCTID partner hotels, making these wins an
spend and room night commitments outlined in the Booking Policy. In March 2023, the Board of Directors approved a revised policy lowering required thresholds in an effort to be more competitive. While we are now seeing growth in P1 and P2 leads through our Cvent portal, meeting peak room and building spend requirements remains challenging particularly given
that our rental pricing and F&B minimums continue to skew higher than many local competitors.
Additionally, expectations for P1 and P2 bookings are not currently grounded in historical performance data or a defined methodology tied to achieving an agreed-upon optimal building occupancy or market mix for the Convention Center. Limited data further complicates the ability to set concrete group booking goals, and a mutually agreed methodology for establishing KPIs has yet to be finalized between OVG, Levy, the DMO, and the City. Moving forward, this will remain a priority to ensure expectations and goals are realistic, aligned, and positioned to deliver results that are both meaningful and measurable for all parties.
Looking ahead, KPIs for FY 2025/26 are set, with ambitious targets for P1 and P2 groups and, for the first time, the inclusion of P3 groups in both consumption and future booking goals.
Following Board approval in October 2024, the DMO now manages P3 groups generated through direct sales outreach as well as those received via our Cvent portal. For FY 2025/26, our goal is to consume eight P3 groups and book twelve for future years.
Discover Santa Clara® FY 2024/25 Annual Report Page 32 of 56 The DMO team is fully committed to leveraging current strategies, deepening account development, and pursuing these elevated goals with focus and determination.
While the group landscape is beginning to rebound post-COVID, competition - particularly from Bay Area and other California destinations - remains fierce. Moving forward, we will continue collaborating closely with our SCTID partner hotels, OVG, Levy, and the City to refine goal setting, evolve the Booking Policy, and strengthen our competitive positioning and packaging offers. Our focus will be on attracting and converting large, high-value groups that generate room night demand for partner hotels both within and beyond the Convention Center perimeter, while also driving essential revenue for OVG and Levy and delivering strong economic impact for the City. The DMO will maintain its primary focus on generating room nights for our SCTID partner hotels, which also directly supports the City through lucrative Transient Occupancy Tax (TOT) revenue, currently at 13.5%.
Silicon Valley/Santa Clara DMO Inc.
Performance Measures
2024/25
Target
2024/25
Actuals
2025/26
Target
1. Event Mix (Consumed)
Percent of P1 Events 1.0% 0% 1.0%
Number of P1 Events 2 0 2
Percent of P2 Events 2.0% 1.5% 4.0%
Number of P2 Events 4 3 6
Percent of P3 Events 4.6%
Number of P3 Events 8
2. Number of Definite Events Booked
(booked in the year for future years)
Number of P1 Events 2 1 2
Number of P2 Events 4 3 7
Number of P3 Events 12
3. Convention Center Gross Revenue (P1, P2 & P3) $1,900,000 $478,761 $3,500,000
4. Number of Room Nights Booked (for future years) 6,197 3,165 9,569
5. Number of Room Nights Consumed 4,506 2,714 7,881
6. Number of Weeks Impacted (Consumed) 2 3 2
7. Customer Service Survey Results (overall satisfaction) 85% 85%
8. Number of Prospects (active)
(non-cumulative P1, P2 & P3)
140 24 36
9. Economic Impact (Consumed P1, P2 & P3) $5,491,154 $2,582,600 $6,425,523
Discover Santa Clara® FY 2024/25 Annual Report Page 33 of 56 KPI Summary
1. Event Mix. This KPI targets the optimal mix of convention and meeting types (P1 P5) to
deliver the strongest financial and economic outcomes for the City, with an emphasis on event quality over sheer volume.
For FY 2025/26, the DMO will increase the number of P2 groups to be actualized within the fiscal year from four to six and add eight P3 groups to the goal, while the number of consumed P1 groups will remain at two. For future-year bookings made within FY 2025/26, P1 groups will remain flat year-over-year at two, P2 groups will increase from four to seven, and 12 P3 groups will be added to the KPIs for the new fiscal year.
2. Definite Events Booked.
goal for FY 2024/25 was two P1 groups and four P2 groups. We achieved 100% of our P1 goal and 75% of our P2 goal, reflecting solid momentum generated by our sales outreach efforts.
3. Convention Center Gross Revenue.
forecasted at $16,958,765, with three P2 events booked by the DMO contributing $478,761, or 2.8% of the total. Please note that the final gross revenue figure has not yet been finalized and is subject to change.
4. Room Nights Booked. For future years, we achieved 63% of our booking goal, securing 3,915 room nights toward a target of 6,197. Some of the groups booked in FY 2024/25 for future years are weekend leisure groups, which typically generate lower peak room night demand than weekday corporate business. That said, weekends remain a critical need period for our SCTID partner hotels. Moving forward, we will continue to focus on building both weekday and weekend business to strengthen overall performance.
5. Room Nights Consumed. We achieved 60% of the hotel room night goal - 2,714 room nights for FY 2024/25, falling short of the target of 4,506 room nights. This was primarily due to three P2 groups that booked and consumed within the same fiscal year - each of which were weekend programs with lower room night commitments, making it more challenging to meet the annual goal.
6. Number of Weeks Impacted. This KPI reports the number of weeks throughout the year where a P1/P2
and was above the 700 peak room nights threshold per day for two or more days. In FY 2024/25, there were 3 weeks impacted to a goal of 2-weeks (150%) with three P2 groups that consumed in the year.
7. Customer Service Survey Results.
reflecting
meeting planner satisfaction with the sales team experience directly supports the overall
85% satisfaction goal. The City terminated its agreement with the third-party customer survey consultant in May 2024 therefore there are no results to report for FY 2024/25. The development of an updated customer survey is on hold.
Discover Santa Clara® FY 2024/25 Annual Report Page 34 of 56
8. Prospects. We continued our partnership with Baronfeld Consulting Group to strengthen sales prospecting and refine our pipeline. Their focus has included requalifying dormant and inactive accounts, expanding our contact database, supporting tradeshow appointment scheduling, refining prospect lists, and identifying qualified group opportunities ultimately
helping the sales teamwork from a cleaner, more strategic pipeline.
While the original FY 2024/25 goal called for 140 active prospects, we found this number to be unrealistic. Instead, the team focused on cleaning up account statuses within the CRM, resulting in a smaller but far more accurate and qualified prospect list. By year-end, the team was actively working 24 prospects. Looking ahead, the goal is to continue growing this number thoughtfully, prioritizing quality and strategic alignment over volume alone.
9. Economic Impact. The total economic impact of Convention Center events for the fiscal year was $42,890,666. Of this, $2,582,600 came from the three P2 events booked by the DMO that consumed during the year
representing 47% of the $5,491,164 KPI goal and
Please note that the
final gross revenue figure has not yet been finalized and is subject to change.
COST
In FY 2024/25, the DMO made significant strides across sales, marketing, and operations. With a fully deployed sales team for the first time, we drove proactive prospecting, participated in 25 high-profile tradeshows, and hosted client events that created meaningful in-person connections with key customers. On the marketing side, we launched the new Santa Clara Visitors Guide and website and developed a robust library of branded photography and video, including a dynamic sizzle reel showcasing the City. We also strengthened our administrative and operational foundation, ensuring the systems, processes, and partnerships are in place to support continued growth. These efforts position us to build on this momentum in FY 2025/26.
Santa Clara enters FY 2025/26 with strong tailwinds and unique opportunities to grow its visitor economy. Group and convention business continues to rebound, fueled by the return of large- scale corporate and association events, the steady momentum of sport expanding profile as a host destination. Corporate transient travel is showing modest gains, with a healthy mix of regional, national, and select international business travel feeding demand.
While leisure travel is influenced by economic pressures and shorter booking windows, Santa higher-value visitors across all segments.
Looking ahead, the c
outlook is further elevated by major global events on the horizon - SBLX/FWC26 -
partnerships, infrastructure, and enhanced marketing and sales capabilities, are set to deliver both short and long-term awareness.
Discover Santa Clara® FY 2024/25 Annual Report Page 35 of 56 These factors make Santa Clara well-positioned to drive increased room nights, elevate visitor spending, and strengthen its standing as a premier destination for meetings, conventions, and leisure travel.
While we only expended 83% of our adopted budget, we successfully executed comprehensive operations foundation.
Unused funds were primarily the result of not filling a budgeted position and staggered hiring of four team members, which limited our ability to fully implement all planned initiatives.
Convention Sales came in $583,154 under budget, yet the team strategically prioritized and delivered high-impact sales efforts that position us for accelerated progress in the year ahead.
Marketing expenditures exceeded budget by $112,114 due to unplanned but high-value advertising opportunities with CBS and costs tied to onboarding our new Agency of Record, Madden Media.
The groundwork laid in FY 2024/25 has set the stage for continued success and measurable ROI in FY 2025/26, as well as positioning the DMO to fully capitalize on the opportunities presented by hosting SBLX/FWC26.
5/26 budget reflects a 14% increase compared to the adopted FY 2024/25 budget, with strategically allocated spending to guide the DMO toward sustained growth and success.
The full FY 2025/26 Adopted Operating Budget is included as Appendix B.
BUDGETED COST BY PROGRAM FY 2025/26
Adopted
% of Budget
CONVENTION SALES, INCENTIVES & SERVICES $1,668,849 41.2% MARKETING & COMMUNICATIONS $1,147,676 28.4%
ADMINSTRATION $1,056,387 26.1%
CONTINGENCY $105,000 2.6%
CITY ADMINISTRATION FEE $70,000 1.7%
TOTAL OPERATING BUDGET $4,047,912 100%
FY 2025/26 Projections
The cost of implementing improvements and initiatives in FY 2025/26 is aligned with the Plan.
The overall budget has increased, driven by a fully staffed team, continued aggressive sales outreach and account penetration to drive group bookings, execution of major projects in collaboration with our Agency of Record - including the SBLX/FWC26 Activation Plan - and investment in advanced data capture tools to better measure the ROI of our sales and marketing efforts.
Discover Santa Clara® FY 2024/25 Annual Report Page 36 of 56 In addition, the SCTID and Silicon Valley/Santa Clara DMO, Inc. renewal process is underway, bringing related costs into the FY 2025/26 budget. Every effort is strategically focused on capitalizing on business opportunities for our SCTID hotels, partner venues, and the city of Santa Clara as a whole.
The total Operating Budget for FY 2025/26 is $4,047,912. This includes an estimated $3,500,000 in SCTID collections for the fiscal year, $481,912 in carry-over funds from FY 2024/25 and prior years, and $66,000 in other revenue.
In past years, the DMO has maintained a marketing Memorandum of Understanding (MOU) with both OVG and Levy to support specific marketing projects for these partners during the fiscal year. While the $66,000 allocation is currently reflected in the FY 2025/26 Adopted Budget, the status of the MOU for the upcoming year is still pending, as all parties consider options moving forward. The DMO will update the documentation and communicate any changes to the Board and City once a final decision has been reached.
The categorical breakdown is outlined below, with all budget category allocations of estimated SCTID revenue for FY 2025/26 remaining within the authorized twenty percent (20%)
Category % of
Budget
FY 2025/26
Assessment
Estimate
YOY
Percentage
% Change
from
FY 2024/25
Other
Revenue Carryover
FY
2025/26
Operating
Budget
CONVENTION
SALES, INCENTIVES
& SERVICES
41.2% $1,442,000 -14.2% $0 $226,849 $1,668,849
MARKETING &
COMMUNICATIONS 28.4% $994,000 17.4% $66,000 $87,676 $1,147,676 ADMINSTRATION 26.1% $913,500 8.3% $0 $142,887 $1,056,387 CONTINGENCY 2.6% $91,000 18.2% $0 $14,000 105,000
CITY
ADMINISTRATION
FEE
1.7% $59,500 13.3% $0 $10,500 70,000
TOTALS 100% $3,500,000 $66,000 $481,912 $4,047,912
Discover Santa Clara® FY 2024/25 Annual Report Page 37 of 56
ASSESSMENT
The assessment rate for the initial year FY 2021/22, was one and one-half percent (1.5%) on gross short-term (30 days or less) room rentals (10 rooms or more).
an increase of one-half
percent (0.50%) for FY 2022/23 increasing the annual assessment rate to the maximum of two percent (2.0%) on gross short-term room rentals. Based on the benefit received, assessments will not be collected on stays by any officer or employee of a foreign government who is exempt by reason of express provision of Federal law or international treaty. Additionally, assessments will not be collected on stays by any Federal or State of California officer or employee on official business who shall provide one of the following; a warrant or check drawn on the Treasury of the United States; a copy of the official travel orders indicating the issuing name and stating that the stay is for official government business. The dates of occupancy must also be included.
whether or not actually charged by the lodging business, for the occupancy of space in a lodging business valued in money, whether said gross room rental revenue is received in money, goods, labor, or otherwise, including all receipts, cash, credits, and property and services of any kind or nature.
A lodging business may provide complimentary non-assessable rooms for employee use; guest satisfaction or charitable purposes (by a qualified 501(c)(3) charity) and a lodging business shall detail all complimentary non-assessable rooms in its regular reporting.
Failure to accurately report complimentary rooms shall result in assessment of the rooms in question. Gross room rental revenue shall not include any federal, state, or local taxes collected, including but not limited to transient occupancy 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. If the SCTID alternative, the disclosure may include the amount of the SCTID assessment and the amount of the assessment imposed pursuant to the California Tourism Marketing Act, Government Code solely upon and is the sole obligation of the assessed lodging business even if it is passed on to transients.
Discover Santa Clara® FY 2024/25 Annual Report Page 38 of 56 The assessment shall not be considered revenue for any purpose, including calculation of transient occupancy taxes. Bonds or any debt obligation shall not be issued.
Time and Manner for Collecting Assessments
The City will continue to be responsible for collecting the assessment on a quarterly basis or at the close of any shorter reporting period as established by the Director of Finance (including any delinquencies, penalties, and interest) from each assessed lodging business. The City shall make all reasonable efforts to collect the assessments from each assessed lodging business.
The City
For FY 2025/26,
the City will collect assessments on a monthly vs. quarterly basis.
Penalties and Interest
The SCTID shall reimburse the City of Santa Clara for any costs associated with collecting unpaid assessments. If sums in excess of the delinquent SCTID assessment are sought to be recovered in the same collection action by the City, the SCTID shall bear its pro rata share of such collection costs. Assessed businesses which are delinquent in paying the assessment shall be responsible for paying:
1. Delinquency Interest.
Any lodging business that fails to remit any assessment imposed within the time required shall pay interest as described in subparagraph three below.
2. Penalty for Willful Noncompliance or Repeated Delinquencies.
If the City determines that the nonpayment of any remittance due is due to willful noncompliance or repeated delinquencies, a penalty of twenty-five percent (25%) of the amount of the assessment shall be added thereto in addition to the interest as required by subparagraph three below.
3. Calculation of Interest.
In addition to the penalties imposed, any lodging business that fails to remit any assessment imposed shall pay interest at the rate of the United States government T-Bills sold at the latest sale prior to the date of the delinquency plus three percent (3%) prorated per month or fraction thereof on the amount of the assessment, exclusive of penalties, from the date on which the remittance first became delinquent until paid.
4. Penalties and Interest Merged with Assessment
Except for the purpose of calculation of interest and penalties, every penalty imposed and such interest as accrues under the provisions of this section shall become a part of the assessment herein.
Discover Santa Clara® FY 2024/25 Annual Report Page 39 of 56
SURPLUS AND OTHER FUNDING
Surplus / Deficit
The surplus includes SCTID collections that have been carried over from previous years. The total amount of funds to be carried over is estimated at $5,142,983. $226,849 is allocated to Convention Sales, Incentives & Services, $87,676 is allocated to Marketing & Communications, and $142,887 is allocated to Administration for FY 2025/26. Of the remaining funds, $1,619,165 will be placed into a Reserve Fund leaving a balance of $3,066,406 in unallocated funds.
Category Carryover
Convention, Incentives & Services $226,849
Marketing & Communications $87,676
Administration $142,887
Reserve Fund $1,619,165
Unallocated $3,066,406
TOTAL $5,142,983
Other Funding
As noted earlier in the report, in past years the DMO has received $66,000 in marketing support through a marketing MOU with OVG and Levy Restaurants - $36,000 from OVG, the company appointed by the City of Santa Clara to manage the Convention Center, and $30,000 from Levy Restaurants, the contracted food and beverage provider for groups and events at the Convention Center. For FY 2025/26, the status of the MOU is pending, as all parties consider options moving forward. The DMO will update the documentation and communicate any changes to the Board and City once a final decision has been reached.
In FY 2024/25, the DMO also began collecting interest revenue on our assessment fund account held with the City, our fiscal sponsor. Interest revenue is forecasted at $160,000, which may change once final Q4 assessment revenue is collected.
Discover Santa Clara® FY 2024/25 Annual Report Page 40 of 56 Appendix A
FY 2024/25 Financial Report
FY 24/25
Budget
YTD Budget YTD Actual Variance
Budget Item YTD Annual
CONVENTION SALES, INCENTIVES & SERVICES
51000 Personnel 823,788.00$ 823,788.00$ 637,781.43$ 186,006.57$ 77% 77% 51100 Salary 560,500.00$ 560,500.00$ 472,043.88$ 88,456.12$ 84% 84% 51600 Incentives 117,200.00$ 117,200.00$ 97,347.79$ 19,852.21$ 83% 83% 51300 Benefits 93,114.00$ 93,114.00$ 28,350.98$ 64,763.02$ 30% 30% 51310 Health 76,830.00$ 76,830.00$ 8,052.58$ 68,777.42$ 10% 10% 51400 401K Fee 16,284.00$ 16,284.00$ 20,298.40$ (4,014.40)$ 125% 125% 51200 Payroll Taxes 48,054.00$ 48,054.00$ 38,078.78$ 9,975.22$ 79% 79% 51710 Other-Cell Phone Stipend 1,920.00$ 1,920.00$ 1,960.00$ (40.00)$ 102% 102% 51722 Other-relocation 3,000.00$ 3,000.00$ -$ 3,000.00$ 0% 0% Convention Sales, Incentives & Services Expenses 887,327.00$ 887,327.00$ 490,179.87$ 397,147.13$ 55% 55% Contract Services 57,600.00$ 57,600.00$ 61,340.00$ (3,740.00)$ 106% 106% 54460 Baronfeld Consulting, LLC. 57,600.00$ 57,600.00$ 61,340.00$ (3,740.00)$ 106% 106% Memberships 48,993.00$ 48,993.00$ 31,560.20$ 17,432.80$ 64% 64% 55120 PCMA 2,080.00$ 2,080.00$ 2,499.98$ (419.98)$ 120% 120% 55130 MPI ACE/WEC 5,000.00$ 5,000.00$ 1,000.00$ 4,000.00$ 20% 20% 55140 CALSAE 800.00$ 800.00$ 664.00$ 136.00$ 83% 83% 55150 California Travel Association 2,153.00$ 2,153.00$ 1,063.74$ 1,089.26$ 49% 49% 55155 Sales & Marketing Executives International 800.00$ 800.00$ -$ 800.00$ 0% 0% 55160 San Francisco Travel Association 5,250.00$ 5,250.00$ 3,750.00$ 1,500.00$ 71% 71% 55165 SITE Global 500.00$ 500.00$ -$ 500.00$ 0% 0% 55166 Association Forum 410.00$ 410.00$ 195.00$ 215.00$ 48% 48% 55167 U.S. Travel Board Membership 32,000.00$ 32,000.00$ 22,187.48$ 9,812.52$ 69% 69% 55168 WISE -$ -$ 200.00$ (200.00)$ 0% 0% Subscription Services 103,138.00$ 103,138.00$ 116,763.31$ (13,625.31)$ 113% 113% 55212 Knowland 15,228.00$ 15,228.00$ 11,430.00$ 3,798.00$ 75% 75% 55220 CVENT 35,320.00$ 35,320.00$ 44,735.00$ (9,415.00)$ 127% 127% 55221 Tourism Economics Lodging Report -$ -$ 10,000.00$ (10,000.00)$ 10000% 10000% 55250 Conference Direct 24,900.00$ 24,900.00$ 22,458.32$ 2,441.68$ 90% 90% 55260 HelmsBriscoe 11,000.00$ 11,000.00$ 7,333.36$ 3,666.64$ 67% 67% 55270 Zoominfo 13,890.00$ 13,890.00$ 10,995.00$ 2,895.00$ 79% 79% 55280 BOX 2,800.00$ 2,800.00$ 2,539.63$ 260.37$ 91% 91% 55295 Visiting Media -$ -$ 7,272.00$ (7,272.00)$ 0% 0% 56400 Business Development 250,000.00$ 250,000.00$ 5,550.00$ 244,450.00$ 2% 2% Silicon Valley/Santa Clara DMO, Inc.
FY 2024/25 YEAR-TO-DATE (YTD) SUMMARY BY PROGRAM JUNE 2025 Expended
Discover Santa Clara® FY 2024/25 Annual Report Page 41 of 56
FY 24/25
Budget
YTD Budget YTD Actual Variance
Budget Item YTD Annual
Conferences and Tradeshows 72,700.00$ 72,700.00$ 80,303.43$ (7,603.43)$ 3870% 110% 56310 MPI ACE/WEC -$ -$ -$ 0% 0% 56320 IMEX 20,000.00$ 20,000.00$ 9,511.90$ 10,488.10$ 48% 48% 56329 Destination International Marketing Summit 2,400.00$ 2,400.00$ 1,200.00$ 1,200.00$ 50% 50% 56330 Destination West -$ -$ 4,500.00$ (4,500.00)$ 0% 0% 56341 Cal Asso Local Economic Dev -$ -$ 745.00$ (745.00)$ 745% 745% 56360 Destination International Annual Convention -$ -$ 2,620.00$ (2,620.00)$ 2620% 2620% 56364 Sports Events and Tourism -$ -$ 3,049.80$ (3,049.80)$ 3050% 3050% 56370 CalTravel Summit 4,800.00$ 4,800.00$ 4,437.84$ 362.16$ 92% 92% 56371 ESTO Conference -$ -$ 1,250.00$ (1,250.00)$ 1250% 1250% 56374 Esports Travel Summit -$ -$ 3,450.00$ (3,450.00)$ 0% 0% 56375 Planners Education Conference -$ -$ 5,800.00$ (5,800.00)$ 5800% 5800% 56380 TEAMS Conference & Expo 9,500.00$ 9,500.00$ 8,372.41$ 1,127.59$ 88% 88% 56381 Prestige Show 1,500.00$ 1,500.00$ 1,775.00$ (275.00)$ 118% 118% 56382 Holiday Showcase 4,500.00$ 4,500.00$ 4,000.00$ 500.00$ 89% 89% 56383 CalSAE Elevate Conference 1,000.00$ 1,000.00$ 1,195.00$ (195.00)$ 120% 120% 56384 Destination California 4,500.00$ 4,500.00$ 4,500.00$ -$ 100% 100% 56386 RCMA Emerge Tradeshow -$ -$ 3,747.48$ (3,747.48)$ 0% 0% 56388 All Things Meetings -$ -$ 1,790.00$ (1,790.00)$ 775% 775% 56390 Connect Spring Marketplace 1,000.00$ 1,000.00$ -$ 1,000.00$ 0% 0% 56391 U.S Travel Summer Summit -$ -$ -$ -$ 0% 0% 56392 CalSAE Seasonal Spectacular 2,500.00$ 2,500.00$ 5,160.00$ (2,660.00)$ 206% 206% 56393 PCMA Convening Leaders 2,500.00$ 2,500.00$ -$ 2,500.00$ 0% 0% 56394 Visit Outlook Forum 3,900.00$ 3,900.00$ 3,396.00$ 504.00$ 87% 87% 56395 Simpleview Annual Summit 1,500.00$ 1,500.00$ 1,499.00$ 1.00$ 100% 100% 56396 Destinations International - CEO Summit 1,800.00$ 1,800.00$ -$ 1,800.00$ 0% 0% 56397 Visit California CEO Mission 5,000.00$ 5,000.00$ -$ 5,000.00$ 0% 0% 56398 Helms Briscoe Conference 5,500.00$ 5,500.00$ 6,000.00$ (500.00)$ 109% 109% 56399 MPINCC ACE 800.00$ 800.00$ 2,304.00$ (1,504.00)$ 288% 288% Silicon Valley/Santa Clara DMO, Inc.
FY 2024/25 YEAR-TO-DATE (YTD) SUMMARY BY PROGRAM JUNE 2025 Expended
Discover Santa Clara® FY 2024/25 Annual Report Page 42 of 56
FY 24/25
Budget
YTD Budget YTD Actual Variance
Budget Item YTD Annual
Travel & Entertainment 112,896.00$ 112,896.00$ 77,220.78$ 35,675.22$ 68% 68% 56610 Destination International Annual Convention -$ -$ 4,946.91$ (4,946.91)$ 4947% 4947% 56611 CalTravel Summit 5,340.00$ 5,340.00$ 6,498.20$ (1,158.20)$ 122% 122% 56620 MPI ACE/WEC 1,730.00$ 1,730.00$ 960.28$ 769.72$ 56% 56% 56621 TEAMS Conference + Expo 2,270.00$ 2,270.00$ 5,151.16$ (2,881.16)$ 227% 227% 56622 Connect Spring Marketplace 3,090.00$ 3,090.00$ -$ 3,090.00$ 0% 0% 56633 PCMA Convening Leaders 2,725.00$ 2,725.00$ -$ 2,725.00$ 0% 0% 56635 CalSEA Seasonal Spectacular 1,025.00$ 1,025.00$ 307.67$ 717.33$ 30% 30% 56640 IMEX North America 6,220.00$ 6,220.00$ 7,354.86$ (1,134.86)$ 118% 118% 56641 Prestige Show 385.00$ 385.00$ 10.00$ 375.00$ 3% 3% 56645 Visit California Outlook Forum 5,335.00$ 5,335.00$ 5,201.08$ 133.92$ 97% 97% 56649 Simpleview Annual Summit 880.00$ 880.00$ 56.00$ 824.00$ 6% 6% 56655 Destination International - CEO Summit 2,560.00$ 2,560.00$ -$ 2,560.00$ 0% 0% 56660 Visit California CEO Mission 2,955.00$ 2,955.00$ -$ 2,955.00$ 0% 0% 56665 Helms Briscoe 2,370.00$ 2,370.00$ 3,057.83$ (687.83)$ 129% 129% 56669 Destinations International - Marketing Summit 4,536.00$ 4,536.00$ 3,626.65$ 909.35$ 80% 80% 56671 ESTO Conference -$ -$ 3,225.25$ (3,225.25)$ 3225% 3225% 56675 Quarterly Sales Trips 30,000.00$ 30,000.00$ 14,918.20$ 15,081.80$ 50% 50% 56677 Destination DC Conference -$ -$ 2,207.25$ (2,207.25)$ 0% 0% 56678 Destination West Conference -$ -$ 1,632.35$ (1,632.35)$ 637% 637% 56679 Client Entertainment 28,800.00$ 28,800.00$ 4,701.16$ 24,098.84$ 16% 16% 56681 Holiday Showcase 3,000.00$ 3,000.00$ 6,125.86$ (3,125.86)$ 204% 204% 56682 CALSAE Elevate Conference 1,835.00$ 1,835.00$ 991.25$ 843.75$ 54% 54% 56683 Destination California 1,900.00$ 1,900.00$ 1,193.24$ 706.76$ 63% 63% 56684 Conference Direct Partners Meeting 2,600.00$ 2,600.00$ -$ 2,600.00$ 0% 0% 56690 Mileage Reimbursement 3,340.00$ 3,340.00$ 249.84$ 3,090.16$ 7% 7% 56691 U.S Travel Summer Summit -$ -$ -$ -$ 0% 0% 56692 RCMA Emerge Tradeshow -$ -$ 583.99$ (583.99)$ 0% 0% 56693 Cal Asso Local Economic Dev -$ -$ 1,374.93$ (1,374.93)$ 0% 0% 56694 Sports Events and Tourism -$ -$ 1,233.72$ (1,233.72)$ 0% 0% 56695 Esport Travel Summit -$ -$ 1,613.10$ (1,613.10)$ 0% 0% Support Services 242,000.00$ 242,000.00$ 117,442.15$ 124,557.85$ 49% 49% 56810 Client Events + Entertainment 120,000.00$ 120,000.00$ 61,400.94$ 58,599.06$ 51% 51% 56812 Client Activations 6,000.00$ 6,000.00$ 6,000.00$ 0% 0% 56813 Personalized Greetings 2,400.00$ 2,400.00$ 2,400.00$ 0% 0% 56820 Site Visits 16,800.00$ 16,800.00$ 280.08$ 16,519.92$ 2% 2% 56830 Familiarization Trips 60,000.00$ 60,000.00$ 20,831.27$ 39,168.73$ 35% 35% 56831 Promotional Items 10,000.00$ 10,000.00$ 11,031.17$ (1,031.17)$ 110% 110% 56832 Tradeshow Booth Activations 20,000.00$ 20,000.00$ 20,370.52$ (370.52)$ 102% 102% 56833 Tradeshow Shipping 6,800.00$ 6,800.00$ 3,528.17$ 3,271.83$ 52% 52% TOTAL CONVENTION SALES, INCENTIVES & SERVICES 1,711,115.00$ 1,711,115.00$ 1,127,961.30$ 583,153.70$ 66% 66% Silicon Valley/Santa Clara DMO, Inc.
FY 2024/25 YEAR-TO-DATE (YTD) SUMMARY BY PROGRAM JUNE 2025 Expended
Discover Santa Clara® FY 2024/25 Annual Report Page 43 of 56
FY 24/25
Budget
YTD Budget YTD Actual Variance
Budget Item YTD Annual
ADMINISTRATION
Personnel 496,169.00$ 496,169.00$ 435,193.01$ 60,975.99$ 88% 88% 51100 Salary 370,269.00$ 370,269.00$ 307,824.86$ 62,444.14$ 83% 83% 51600 Incentives 61,688.00$ 61,688.00$ 66,423.91$ (4,735.91)$ 108% 108% 51300 Benefits 36,252.00$ 36,252.00$ 29,849.36$ 6,402.64$ 82% 82% 51310 Health 25,560.00$ 25,560.00$ 21,089.26$ 4,470.74$ 83% 83% 51400 401K Fee 10,692.00$ 10,692.00$ 8,760.10$ 1,931.90$ 82% 82% 51200 Payroll Taxes 21,000.00$ 21,000.00$ 21,104.88$ (104.88)$ 100% 100% 51710 Other-Cell Phone Stipend 960.00$ 960.00$ 2,190.00$ (1,230.00)$ 228% 228% 51730 Other-Car Allowance 6,000.00$ 6,000.00$ 7,800.00$ (1,800.00)$ 130% 130% Administrative Expenses 363,866.00$ 363,866.00$ 368,734.54$ (4,868.54)$ 101% 101% Contract Services 229,914.00$ 229,914.00$ 248,236.12$ (18,322.12)$ 108% 108% 54410-10 Accounting Services 56,000.00$ 56,000.00$ 68,859.34$ (12,859.34)$ 123% 123% 54410-20 PP&Co. Tax Preparation 5,500.00$ 5,500.00$ 9,015.00$ (3,515.00)$ 164% 164% 54410-30 City of Santa Clara Fiscal Sponsorship 9,500.00$ 9,500.00$ 9,196.80$ 303.20$ 97% 97% 54420 Legal Services 35,000.00$ 35,000.00$ 38,422.50$ (3,422.50)$ 110% 110% 54425 SmartCity IT Services 5,574.00$ 5,574.00$ 5,854.13$ (280.13)$ 105% 105% 54430 Payroll Services 7,340.00$ 7,340.00$ 7,326.13$ 13.87$ 100% 100% 54440 Audit 15,000.00$ 15,000.00$ -$ 15,000.00$ 0% 0% 54470 Professional Services 84,000.00$ 84,000.00$ 85,101.61$ (1,101.61)$ 101% 101% 54471 Civitas Advisors - Consulting Agreement -$ -$ 6,240.00$ (6,240.00)$ 0% 0% 54472 Civitas Advisors - SCTID Renewal Agreement -$ -$ 13,772.86$ (13,772.86)$ 0% 0% 54480 HR Services 12,000.00$ 12,000.00$ 4,447.75$ 7,552.25$ 37% 37% Operating Expenses 59,010.00$ 59,010.00$ 53,188.53$ 5,821.47$ 90% 90% 54605 Banking Fees 480.00$ 480.00$ 91.67$ 388.33$ 19% 19% 54610 Software Licenses 10,750.00$ 10,750.00$ 10,634.73$ 115.27$ 99% 99% 54620 Postage 1,000.00$ 1,000.00$ 146.15$ 853.85$ 15% 15% 54630 IT - Computer Supplies -$ -$ 9,668.92$ (9,668.92)$ 0% 0% 54640 Licenses 180.00$ 180.00$ 510.25$ (330.25)$ 283% 283% 54660 Office Supplies 8,000.00$ 8,000.00$ 4,900.19$ 3,099.81$ 61% 61% 54670 DMO Office Rent 8,100.00$ 8,100.00$ 8,100.00$ -$ 100% 100% 54680 Internal Meetings & Training 30,000.00$ 30,000.00$ 19,136.62$ 10,863.38$ 64% 64% 54690 Recruitment 500.00$ 500.00$ -$ 500.00$ 0% 0% Silicon Valley/Santa Clara DMO, Inc.
FY 2024/25 YEAR-TO-DATE (YTD) SUMMARY BY PROGRAM JUNE 2025 Expended
Discover Santa Clara® FY 2024/25 Annual Report Page 44 of 56
FY 24/25
Budget
YTD Budget YTD Actual Variance
Budget Item YTD Annual
MARKETING & COMMUNICATIONS
Personnel 488,766.00$ 488,766.00$ 428,983.96$ 59,782.04$ 88% 88% 51100 Salary 322,750.00$ 322,750.00$ 297,273.19$ 25,476.81$ 92% 92% 51600 Incentives 66,938.00$ 66,938.00$ 82,047.41$ (15,109.41)$ 123% 123% 51300 Benefits 62,670.00$ 62,670.00$ 27,565.73$ 35,104.27$ 44% 44% 51310 Health 48,510.00$ 48,510.00$ 17,060.62$ 31,449.38$ 35% 35% 51400 401K Fee 14,160.00$ 14,160.00$ 10,505.11$ 3,654.89$ 74% 74% 51200 Payroll Taxes 35,208.00$ 35,208.00$ 20,897.63$ 14,310.37$ 59% 59% 51710 Other-Cell Phone Stipend 1,200.00$ 1,200.00$ 1,200.00$ -$ 100% 100% Marketing Expenses 375,480.00$ 375,480.00$ 547,376.42$ (171,896.42)$ 146% 146% Contract Services 305,480.00$ 305,480.00$ 462,603.78$ (157,123.78)$ 151% 151% 54411 Marketing Services Contract - We the Creative 33,000.00$ 33,000.00$ 45,902.50$ (12,902.50)$ 139% 139% 54412 Digital Marketing (PPC, SEO + Social Media Ads) 70,000.00$ 70,000.00$ 64,203.00$ 5,797.00$ 92% 92% 54413 Influencer Marketing 21,500.00$ 21,500.00$ 25,161.13$ (3,661.13)$ 117% 117% 54415 Photography 5,000.00$ 5,000.00$ 2,834.20$ 2,165.80$ 57% 57% 54416 Videography 10,000.00$ 10,000.00$ 946.35$ 9,053.65$ 9% 9% 54417 Branding services 5,000.00$ 5,000.00$ -$ 5,000.00$ 0% 0% 54419 Website Hosting & SEO - Madden Media 30,480.00$ 30,480.00$ 33,544.05$ (3,064.05)$ 110% 110% 54491 OmniChannel Marketing Project - Madden Media 105,000.00$ 105,000.00$ 64,450.24$ 40,549.76$ 61% 61% 54492 VibeMap 7,500.00$ 7,500.00$ 9,737.86$ (2,237.86)$ 130% 130% 54493 Content Creation Fund 18,000.00$ 18,000.00$ 7,826.41$ 10,173.59$ 43% 43% 54494 Visitor Guide Shipping -$ -$ 9,515.00$ (9,515.00)$ 0% 0% 54495 Marketing Agency of Record - Madden Media -$ -$ 147,836.00$ (147,836.00)$ 0% 0% 54496 SBLX/FWC26 Activation Plan - Madden Media -$ -$ 50,647.04$ (50,647.04)$ 0% 0% 56510 Advertising 70,000.00$ 70,000.00$ 84,772.64$ (14,772.64)$ 121% 121% TOTAL MARKETING & COMMUNICATIONS 864,246.00$ 864,246.00$ 976,360.38$ (112,114.38)$ 113% 113%
ADMINISTRATION
Personnel 496,169.00$ 496,169.00$ 435,193.01$ 60,975.99$ 88% 88% 51100 Salary 370,269.00$ 370,269.00$ 307,824.86$ 62,444.14$ 83% 83% 51600 Incentives 61,688.00$ 61,688.00$ 66,423.91$ (4,735.91)$ 108% 108% 51300 Benefits 36,252.00$ 36,252.00$ 29,849.36$ 6,402.64$ 82% 82% 51310 Health 25,560.00$ 25,560.00$ 21,089.26$ 4,470.74$ 83% 83% 51400 401K Fee 10,692.00$ 10,692.00$ 8,760.10$ 1,931.90$ 82% 82% 51200 Payroll Taxes 21,000.00$ 21,000.00$ 21,104.88$ (104.88)$ 100% 100% 51710 Other-Cell Phone Stipend 960.00$ 960.00$ 2,190.00$ (1,230.00)$ 228% 228% 51730 Other-Car Allowance 6,000.00$ 6,000.00$ 7,800.00$ (1,800.00)$ 130% 130% Administrative Expenses 363,866.00$ 363,866.00$ 368,734.54$ (4,868.54)$ 101% 101% Contract Services 229,914.00$ 229,914.00$ 248,236.12$ (18,322.12)$ 108% 108% 54410-10 Accounting Services 56,000.00$ 56,000.00$ 68,859.34$ (12,859.34)$ 123% 123% 54410-20 PP&Co. Tax Preparation 5,500.00$ 5,500.00$ 9,015.00$ (3,515.00)$ 164% 164% 54410-30 City of Santa Clara Fiscal Sponsorship 9,500.00$ 9,500.00$ 9,196.80$ 303.20$ 97% 97% 54420 Legal Services 35,000.00$ 35,000.00$ 38,422.50$ (3,422.50)$ 110% 110% 54425 SmartCity IT Services 5,574.00$ 5,574.00$ 5,854.13$ (280.13)$ 105% 105% 54430 Payroll Services 7,340.00$ 7,340.00$ 7,326.13$ 13.87$ 100% 100% 54440 Audit 15,000.00$ 15,000.00$ -$ 15,000.00$ 0% 0% 54470 Professional Services 84,000.00$ 84,000.00$ 85,101.61$ (1,101.61)$ 101% 101% 54471 Civitas Advisors - Consulting Agreement -$ -$ 6,240.00$ (6,240.00)$ 0% 0% 54472 Civitas Advisors - SCTID Renewal Agreement -$ -$ 13,772.86$ (13,772.86)$ 0% 0% 54480 HR Services 12,000.00$ 12,000.00$ 4,447.75$ 7,552.25$ 37% 37% Operating Expenses 59,010.00$ 59,010.00$ 53,188.53$ 5,821.47$ 90% 90% 54605 Banking Fees 480.00$ 480.00$ 91.67$ 388.33$ 19% 19% 54610 Software Licenses 10,750.00$ 10,750.00$ 10,634.73$ 115.27$ 99% 99% 54620 Postage 1,000.00$ 1,000.00$ 146.15$ 853.85$ 15% 15% 54630 IT - Computer Supplies -$ -$ 9,668.92$ (9,668.92)$ 0% 0% 54640 Licenses 180.00$ 180.00$ 510.25$ (330.25)$ 283% 283% 54660 Office Supplies 8,000.00$ 8,000.00$ 4,900.19$ 3,099.81$ 61% 61% 54670 DMO Office Rent 8,100.00$ 8,100.00$ 8,100.00$ -$ 100% 100% 54680 Internal Meetings & Training 30,000.00$ 30,000.00$ 19,136.62$ 10,863.38$ 64% 64% 54690 Recruitment 500.00$ 500.00$ -$ 500.00$ 0% 0% Insurance 10,059.00$ 10,059.00$ 16,891.02$ (6,832.02)$ 168% 168% 54710 Workers Compensation 2,160.00$ 2,160.00$ 3,402.00$ (1,242.00)$ 158% 158% 54720 Business Owners Liability and Property 2,050.00$ 2,050.00$ 5,471.34$ (3,421.34)$ 267% 267% 54730 Professional Cyber Liability 3,667.00$ 3,667.00$ 3,794.33$ (127.33)$ 103% 103% 54740 Management Liability 2,182.00$ 2,182.00$ 4,223.35$ (2,041.35)$ 194% 194% Silicon Valley/Santa Clara DMO, Inc.
FY 2024/25 YEAR-TO-DATE (YTD) SUMMARY BY PROGRAM JUNE 2025 Expended
Discover Santa Clara® FY 2024/25 Annual Report Page 45 of 56
FY 24/25
Budget
YTD Budget YTD Actual Variance
Budget Item YTD Annual
Insurance 10,059.00$ 10,059.00$ 16,891.02$ (6,832.02)$ 168% 168% 54710 Workers Compensation 2,160.00$ 2,160.00$ 3,402.00$ (1,242.00)$ 158% 158% 54720 Business Owners Liability and Property 2,050.00$ 2,050.00$ 5,471.34$ (3,421.34)$ 267% 267% 54730 Professional Cyber Liability 3,667.00$ 3,667.00$ 3,794.33$ (127.33)$ 103% 103% 54740 Management Liability 2,182.00$ 2,182.00$ 4,223.35$ (2,041.35)$ 194% 194% Memberships 5,120.00$ 5,120.00$ 7,293.00$ (2,173.00)$ 142% 142% 55110 Destiinations International 5,120.00$ 5,120.00$ 7,293.00$ (2,173.00)$ 142% 142% Subscription Services 59,763.00$ 59,763.00$ 43,125.87$ 16,637.13$ 72% 72% 55210 Act On 10,283.00$ 10,283.00$ 9,576.00$ 707.00$ 93% 93% 55213 CoStar Realty Information 20,000.00$ 20,000.00$ 6,334.91$ 13,665.09$ 32% 32% 55214 Simpleview - Annual Subscription 14,330.00$ 14,330.00$ 18,044.96$ (3,714.96)$ 126% 126% 55215 Additional Support Hours 6,300.00$ 6,300.00$ -$ 6,300.00$ 0% 0% 55230 Destination International EIC Subscription 7,650.00$ 7,650.00$ 9,000.00$ (1,350.00)$ 118% 118% 55240 Trade Journal/Newspapers 1,200.00$ 1,200.00$ 170.00$ 1,030.00$ 14% 14% TOTAL ADMINISTRATION 860,035.00$ 860,035.00$ 803,927.55$ 56,107.45$ 93% 93% 58000 Contingency 78,000.00$ 78,000.00$ -$ 78,000.00$ 0% 0% 60000 City Administration Fee 52,000.00$ 52,000.00$ 51,765.12$ 234.88$ 100% 100% TOTAL OPERATING BUDGET 3,565,396.00$ 3,565,396.00$ 2,960,014.35$ 605,381.65$ 83% 83% Silicon Valley/Santa Clara DMO, Inc.
FY 2024/25 YEAR-TO-DATE (YTD) SUMMARY BY PROGRAM JUNE 2025 Expended
Discover Santa Clara® FY 2024/25 Annual Report Page 46 of 56
Appendix B - FY 2025/26 Operating Budget
Revenue FY 2024/25
Adopted
FY 2025/26
Proposed
Variance
Interest - $ 175,000 $ 175,000
SCTID Assessment $ 2,600,000 3,500,000$ 900,000$
Levy Marketing Contribution $ 30,000 30,000$ -$ OVG 360 Marketing Contribution $ 36,000 36,000$ -$ FY 2025/26 REVENUE $ 2,666,000 3,741,000$ 1,075,000$ Silicon Valley/Santa Clara DMO, Inc.
FY 2025/26 Proposed Budget
Budget Item FY 2024/25
Adopted
FY 2025/26
Proposed
Variance
FY 2024/25
Adopted
&
FY 2025/26
Proposed
CONVENTION SALES, INCENTIVES & SERVICES
Personnel $823,788 732,122$ 91,666$
Incentives $117,200 107,888$ 9,313$
Benefits $93,114 49,068$ 44,046$
Health & Dental 76,830 17,988 58,842$ Retirement Plan 16,284 31,080 (14,796)$ Payroll Taxes $48,054 47,196$ 858$
Other - Cell Phone Stipend $1,920 1,920$ -$ Other - Relocation $3,000 -$ 3,000$ Purchased Goods & Services 887,327$ 936,727$ (49,400)$ Business Development $250,000 250,000$ -$
Conferences and Tradeshows $72,700 82,542$ (9,842)$ Destination International Annual Convention - 2,742 (2,742)$ RCMA Emerge Show - 2,100 (2,100)$ CalTravel Summit 4,800 - 4,800$ IMEX America 20,000 10,000 10,000$ TEAMS Conference & Expo 9,500 10,000 (500)$ Connect Spring Marketplace 1,000 5,000 (4,000)$ CalSAE Seasonal Spectacular 2,500 5,600 (3,100)$ Destinations West - Northstar Meetings - 5,000 (5,000)$ PCMA Convening Leaders 2,500 - 2,500$ Visit California Outlook Forum 3,900 1,700 2,200$ Simpleview Annual Summit 1,500 - 1,500$ Destinations International - CEO Summit 1,500 1,500 -$ Visit California CEO Mission 5,000 - 5,000$ Helms Briscoe ABC Conference 5,500 - 5,500$ MPINCC ACE 800 800 -$ Sports Events & Tourism Show (ETA) - 4,000 (4,000)$ U.S. Travel Summer Summit - 500 (500)$ Prestige Show 1,500 1,900 (400)$ Holiday Showcase 4,500 5,000 (500)$ CalSAE Elevate Conference 1,000 5,500 (4,500)$ Destination California - Northstar Meetings 4,500 5,000 (500)$ Independent Planners Education Conference (IPEC) - - -$ U.S. Travel ESTO Marketing Conference - 2,500 (2,500)$ U.S. Travel Destination DC - 800 (800)$ All Things Meetings - Spring Show - 1,250 (1,250)$ All Things Meetings - Fall Show - 1,250 (1,250)$ California Association for Local Economic Development (CALED) - 1,300 (1,300)$ E-Sports Summit - 5,100 (5,100)$ Destinations International Business Operations Summit - 1,500 (1,500)$ Destinations International - Marketing Summit 2,400 2,500 (100)$
Discover Santa Clara® FY 2024/25 Annual Report Page 47 of 56
Silicon Valley/Santa Clara DMO, Inc.
FY 2025/26 Proposed Budget
Budget Item FY 2024/25
Adopted
FY 2025/26
Proposed
Variance
FY 2024/25
Adopted
&
FY 2025/26
Proposed
Contract Services $57,600 58,000$ (400)$
Baronfeld Consulting, LLC. 57,600 58,000 (400)$ Memberships 48,993 59,942$ (10,949)$ California Society of Association Executives (Cal SAE) 800 870 (70)$ CalTRAVEL 2,153 2,181 (28)$ San Francisco Travel 5,250 7,686 (2,436)$ Meeting Professional International (MPI) 5,000 1,152 3,848$ Professional Convention Management Association (PCMA) Sponsorship 2,080 5,458 (3,378)$ Sports ETA Membership 800 1,200 (400)$ SITE Global 500 525 (25)$ Association Forum 410 410 -$ U.S. Travel Membership 32,000 40,200 (8,200)$ WISE Membership - 260 (260)$ Subscription Services $103,138 204,354$ (101,216)$ CVENT (Consolidated GL#55220-01) 35,320 48,996 (13,676)$ CVENT - Additional User, Cvent Dashboard & Navigator - - -$ Knowland 15,228 16,008 (780)$ ConferenceDirect 24,900 14,010 10,890$ HelmsBriscoe 11,000 22,372 (11,372)$ ZoomInfo 13,890 11,274 2,616$ Visiting Media - 29,688 (29,688)$ Box 2,800 3,006 (206)$ Tourism Economics - 59,000 (59,000)$ Support Services $242,000 176,800$ 65,200$
Site Tours & Personalized Greeting 16,800 7,500 9,300$ Familiarization Trips 60,000 8,000 52,000$ Client Events + Entertainment 120,000 120,000 -$ Quarterly Client Activations 6,000 - 6,000$ Personalized Greetings 2,400 - 2,400$ Promotional Items 10,000 10,000 -$ Tradeshow Booth & Activations 20,000 24,500 (4,500)$ Tradeshow Shipping 6,800 6,800 -$ Travel & Entertainment 112,896 105,089$ 7,807$ Destination International - Annual Convention - 9,800 (9,800)$ RCMA Emerge Show - 4,125 (4,125)$ CalTravel Summit 5,340 - 5,340$ IMEX 6,220 4,720 1,500$ TEAMS Conference & Expo 2,270 3,410 (1,140)$ Connect Spring Marketplace 3,090 2,035 1,055$ CalSEA Seasonal Spectacular 1,025 980 45$ Destination West - Northstar Meetings - 2,520 (2,520)$ PCMA Convening Leaders 2,725 - 2,725$ Visit California Outlook Forum 5,335 6,480 (1,145)$ Simpleview Summit 880 - 880$ Destination International - CEO Summit 2,560 2,395 165$ Visit California CEO Mission 2,955 - 2,955$ Helms Briscoe 2,370 5,140 (2,770)$ MPINCC ACE 1,730 1,615 115$ Sports Events & Tourism Show (ETA) - 2,045 (2,045)$ U.S. Travel Summer Summit - 2,450 (2,450)$ Prestige Show 385 60 325$ Holiday Showcase 3,000 2,980 20$ CalSAE Elevate Conference 1,835 2,270 (435)$ Destination California 1,900 1,940 (40)$ Independent Planners Education Conference (IPEC) - - -$ U.S. Travel ESTO Marketing Conference 3,320 (3,320)$ U.S Travel Destination Capitol Hill - 3,270 (3,270)$ All Things Meetings - Spring Show - 240 (240)$ All Things Meetings - Fall Show - 60 (60)$ California Association for Local Economic Development (CALED) - 2,370 (2,370)$ E-Sports Summit - 2,570 (2,570)$ Conference Direct Partners Meeting 2,600 - 2,600$ Destinations International Business Operations Summit - 3,140 (3,140)$ Destinations International - Marketing Summit 4,536 4,654 (118)$ Quarterly Sales Trips + Missions 30,000 27,500 2,500$ Client Entertainment 28,800 - 28,800$ Mileage Reimbursement 3,340 3,000 340$ TOTAL CONVENTION SALES, INCENTIVES & SERVICES 1,711,115$ 1,668,849$ 42,266$
Discover Santa Clara® FY 2024/25 Annual Report Page 48 of 56
Silicon Valley/Santa Clara DMO, Inc.
FY 2025/26 Proposed Budget
Budget Item FY 2024/25
Adopted
FY 2025/26
Proposed
Variance
FY 2024/25
Adopted
&
FY 2025/26
Proposed
MARKETING & COMMUNICATIONS
Personnel $488,766 498,789$ (10,023)$
Salary $302,750 352,085$ (49,335)$
PR As Needed Hourly $20,000 -$ 20,000$ Incentives $66,938 71,500$ (4,562)$
Benefits $62,670 42,648$ 20,022$
Health & Dental 48,510 25,704 22,806$ Retirement Plan 14,160 16,944 (2,784)$ Payroll Taxes $35,208 31,116$ 4,092$
Other - Cell Phone Stipend $1,200 1,440$ (240)$ Purchased Goods & Services 375,480$ 648,887$ (273,407)$ Advertising & Promotions $70,000 192,300$ (122,300)$ CBS - 67,300$ (67,300)$ Expedia - 120,000$ (120,000)$ Tradeshow Backwalls - 5,000$ (5,000)$ Contract Services $305,480 456,587$ (151,107)$ Marketing Services Contract - We the Creative 33,000 37,960 (4,960)$ Digital Marketing (PPC, SEO + Social Media Ads) 70,000 18,902 51,098$ Influencer Marketing 21,500 25,008 (3,508)$ Email Marketing - - -$ Photography 5,000 - 5,000$ Videography 10,000 - 10,000$ Branding Services 5,000 - 5,000$ Website Evolution - - -$ Website Hosting & SEO - Madden Media 30,480 26,640 3,840$ OmniChannel Marketing Project - Madden Media 105,000 36,000 69,000$ VibeMap 7,500 3,750 3,750$ Content Creation Special Event Fund 18,000 10,240 7,760$ Marketing Agency of Record - Madden Media - 231,295 (231,295)$ SBLX/FWC26 Activation Plan - Madden Media - - -$ Visitors Guide Shipping - 30,168 (30,168)$ SBLX/FWC26 Sports & Events Guide Shipping - 15,084 (15,084)$ Mindtrip AI Trip Planner - 11,940 (11,940)$ Seeker Events - 9,600 (9,600)$ -$
TOTAL MARKETING & COMMUNICATIONS 864,246$ 1,147,676$ (283,430)$
Discover Santa Clara® FY 2024/25 Annual Report Page 49 of 56
Silicon Valley/Santa Clara DMO, Inc.
FY 2025/26 Proposed Budget
Budget Item FY 2024/25
Adopted
FY 2025/26
Proposed
Variance
FY 2024/25
Adopted
&
FY 2025/26
Proposed
ADMINSTRATION
Personnel $496,169 592,310$ (96,141)$
Salary $370,269 407,000$ (36,731)$
Incentives $61,688 100,050$ (38,362)$
Benefits $36,252 44,604$ (8,352)$
Health & Dental 25,560 29,304 (3,744)$ 401K 10,692 15,300 (4,608)$ Payroll Taxes $21,000 31,176$ (10,176)$ Other - Cell Phone Stipend $960 2,280$ (1,320)$ Other - Car Allowance $6,000 7,200$ (1,200)$ Purchased Goods & Services 363,866$ 464,077$ (100,211)$ Contract Services 259,914 329,440$ (69,526)$ Audit 15,000 35,000 (20,000)$ Fiscal Services 71,000 103,124 (32,124)$ Accounting Services 56,000 87,060 (31,060)$ PP&Co. Tax Preparation 5,500 6,500 (1,000)$ City of Santa Clara Fiscal Sponsorship 9,500 9,564 (64)$ Human Resources 12,000 12,000 -$ SmartCity IT Services 5,574 6,720 (1,146)$ Legal 35,000 40,000 (5,000)$ ADP Payroll 7,340 7,800 (460)$ Professional Services 84,000 - 84,000$ Temp. Staffing Services - - -$ Civitas Advisors - 124,796 (124,796)$ Consulting Agreement - 38,376 (38,376)$ SCTID Renewal Agreement - 178,835$ (178,835)$ Internal Team Strategy Meetings & Training 30,000 25,000 5,000$ Insurance $10,059 12,410$ (2,351)$
Business Owners Liability & Property 2,050 2,123 (73)$ Management Liability 2,182 3,380 (1,198)$ Professional Liability 3,667 2,520 1,147$ Cyber Insurance 2,505 (2,505)$
Workers Comp 2,160 1,882 278$ Memberships $5,120 7,500$ (2,380)$
Destinations International 5,120 7,500 (2,380)$ Operating Supplies $9,660 9,512$ 148$ Bank Fees 480 420 60$ Licenses 180 840 (660)$ Office supplies 8,000 8,000 -$ Postage 1,000 252 748$ Software Licenses $10,750 18,505$ (7,755)$ Quickbooks 1,000 1,440 (440)$ Adobe Acrobat 3,060 3,900 (840)$ Microsoft Office + Email 3,240 9,400 (6,160)$ Zoom 930 930 -$ ChatGBT 4 Pro 2,520 2,835 (315)$
Discover Santa Clara® FY 2024/25 Annual Report Page 50 of 56
Silicon Valley/Santa Clara DMO, Inc.
FY 2025/26 Proposed Budget
Budget Item FY 2024/25
Adopted
FY 2025/26
Proposed
Variance
FY 2024/25
Adopted
&
FY 2025/26
Proposed
DMO Convention Center Building Services $8,100 8,100$ -$ Recruitment $500 -$ 500$
Subscription Services $59,763 53,610$ 6,153$ Simpleview CRM System 30,913 32,020 (1,107)$ Annual Subscription 14,330 15,820 (1,490)$ ACT-ON 10,283 11,200 (917)$ Additional Support Hours 6,300 - 6,300$ BookDirect Tool - 5,000 (5,000)$ Automated Expense Management Tool (New) - 1,300 (1,300)$ Destinations International (EIC) 7,650 9,630 (1,980)$ CoStar Group (STR Reports) 20,000 10,410 9,590$ Trade Journals/Newspapers 1,200 250 950$ TOTAL ADMINISTRATION 860,035$ 1,056,387$ (196,352)$ CONTINGENCY $78,000 105,000$ (27,000)$
CITY ADMINSTRATION FEE $52,000 70,000$ (18,000)$ TOTAL OPERATING BUDGET $3,565,396 4,047,912$ (482,516)$ Budget Item FY 2024/25
Adopted
FY 2025/26
Proposed
Variance FY
2024/25
Adopted & FY
2025/26
Proposed
% Variance
Personnel 1,808,723$ 1,823,221$ 14,498$ 1% Purchased Goods & Services 1,626,673$ 2,049,691$ 423,018$ 26% Contingency 78,000$ 105,000$ 27,000$ 35% City Administration Fee 52,000$ 70,000$ 18,000$ 35% TOTAL OPERATING BUDGET $3,565,396 4,047,912$ 482,516$ 14%
Discover Santa Clara® FY 2024/25 Annual Report Page 51 of 56
Appendix C
Assessed Businesses
*In FY 2024/25, two new lodging businesses opened within the boundaries of the SCTID and are therefore subject to the SCTID assessment: Placemkr Santa Clara and AVE Santa Clara. While different from our existing 11 lodging businesses, these properties operate as apartment buildings that also offer a portion of their units to the public for short-term overnight stays. The City of Santa Clara formally notified management of their inclusion within the SCTID boundary and assessment on May 6, 2025.
SCTID Hotel Partner Name Address City, State ZIP
AC Hotel 2970 Lakeside Dr Santa Clara, CA 95054
Avatar Hotel
Tapestry Collection by Hilton
4200 Great America Pkwy Santa Clara, CA 95054
Delta Hotel by Marriott 2151 Laurelwood Rd Santa Clara, CA 95054 Embassy Suites 2885 Lakeside Dr Santa Clara, CA 95054 Hilton Santa Clara 4949 Great America Pkwy Santa Clara, CA 95054 Hyatt House 3915 Rivermark Plaza Santa Clara, CA 95054 Hyatt Regency 5101 Great America Pkwy Santa Clara, CA 95054 Marriott Santa Clara 2700 Mission College Blvd Santa Clara, CA 95054 The Element 1950 Wyatt Dr Santa Clara, CA 95054
Hyatt Centric Santa Clara 3100 Lakeside Dr Santa Clara, CA 95054 TownePlace Suites by Marriott 2877 Lakeside Dr Santa Clara, CA 95054 *AVE Santa Clara (Added May 2025) 2240 Calle De Luna Santa Clara, CA 95054 *Placemkr Santa Clara (Added May 2025) 2333 Calle Del Mundo Santa Clara, CA 95054
Discover Santa Clara® FY 2024/25 Annual Report Page 52 of 56
Appendix D
Team Achievements & Industry Accolades
Appendix Item D1: CEO, Christine Lawson
named one of the Power 100 Most
Influential People in Silicon Valley for
2025.
Appendix Item D2: CEO, Christine Lawson
participated in the annual Future of Santa
Clara event panel.
Appendix Item D3: Director of Marketing,
Katelyn Studebaker named one of the 40
Under 40 2024 recipients by Silicon Valley
Business Times.
Appendix Item D4: Marketing Manager, Ben
Landis named
2025.
Discover Santa Clara® FY 2024/25 Annual Report Page 53 of 56 Appendix Item E4: CEO, Christine Lawson
was a guest mentor at the Silicon Valley
Annual Mentor
Monday Event.
Appendix Item E1:
Appendix Item E2: CEO Christine Lawson,
Director of Marketing Katelyn Studebaker,
and General Manager of the Santa Clara
Convention Center, Kelly Carr at the NFL
Future Host Cities Program
Appendix Item E3:
"Premier Events Shaping
the 2025-2026 Economy
Discover Santa Clara® FY 2024/25 Annual Report Page 54 of 56 Appendix Item F1: The TEAMS Tradeshow
in Anaheim, CA.
Appendix Item F2: SF Travel Annual
Luncheon in San Francisco, CA.
Appendix Item F3: IMEX Tradeshow in Las
Vegas, NV.
Appendix Item F4: Sports ETA Show in
Tulsa OK.
Appendix Item F5: DMO Client Event at
Bowlero in the Westfield Valley Fair Mall. Santa
Clara, CA.
Appendix Item F3: IMEX Tradeshow in Las
Vegas, NV.
Appendix Item F6: HelmsBriscoe FAM
Trip, Santa Clara, CA.
Discover Santa Clara® FY 2024/25 Annual Report Page 55 of 56
Appendix G
Marketing & Communications Highlights
Appendix Item G1: Discover Santa Clara®
Official Santa Clara Visitor
Guide.
Appendix Item G2: Homepage of new
Discover Santa Clara® website.
Appendix Item G3: CBS News Bay Area |
The 49er Experience Presented by
Discover Santa Clara.®
Appendix Item G4: ABC7 News Coverage
of the Hyatt Regency
49ers
Influencer Event.
Discover Santa Clara® FY 2024/25 Annual Report Page 56 of 56 Appendix Item G5: Examples of Discover Santa Clara
® Blog Content.
Appendix Item G6:
Top Performing Content from the Hyatt Regency Santa Clara Influencer Event.
Appendix Item G7: Top Performing Content from the Discover Santa Clara® Great America Santa Clara Weekend Staycation Campaign. Top Performing Content: