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SATMD Management District Plan 6 <br />February 27, 2025 <br />III. ACCOMPLISHMENTS <br /> <br />During its initial five (5) year term, the SATMD has achieved remarkable success in visitor engagement <br />and economic impact through a comprehensive Sales and Marketing program. Accomplishments for <br />the initial SATMD term include: <br />• Staff of three including President & CEO, Director of Sales and Content & Community <br />Engagement Manager. <br />• Developed a brand for the destination, including mission and vision. <br />• Worked with five local artists to create Santa Ana signatures in replacement of a traditional <br />logo. <br />• Developed three-year strategic plans for 2022-2024 and 2025-2027 to market Santa Ana as a <br />visitor destination, increase visitor revenue and build community support and participation in <br />the SATMD. <br />• Launched official website, www.travelsantaana.com. <br />• Published the 2023, 2024, and 2025 Visitors Guides. <br />• Established a Marketing Advisory Group with the objective of creating synergy among Santa <br />Ana marketers. <br />• Curated a Public Art Guide featuring more than 200 murals throughout Santa Ana. <br />• Created the Santa Ana Enthusiast Ambassador Program. <br />• Developed strategic sales efforts identifying key domestic and international market segments. <br />• Developed a digital marketing strategy. <br />• Launched official social media channels. <br />• Produced a destination video. <br />• Partnered with Orange County Restaurant Association to leverage exposure for Santa Ana <br />restaurants during OC Restaurant Week. <br />• Highlighted local business owners and residents in the “Proud Santanero” campaign series. <br />• Conducted the first-ever tourism economic impact study. <br />• Promoted Santa Ana in print publications for leisure, and meeting trade. <br />• Hosted a dozen media and influencers. <br />• Developed a cannabis tourism program. <br />• Developed a Culinary Passport to highlight the destination’s diverse dining. <br />• Developed a Michelada Guide to showcase the popular Mexico beverage. <br />• Developed an international marketing plan to promote Santa Ana to attract visitors from <br />Mexico and Canada. <br />• Conducted the DNext and Futures Study, an important assessment of how Santa Ana scores <br />as a tourist destination. <br />• Worked with Peter Greenberg on a production of “Hidden Gems” featuring several locations <br />within Santa Ana to air on PBS and AppleTV. <br />• Initiated quarterly meetings between City Councilmembers, Santa Ana Police Department, <br />City Manager, economic development, and hoteliers to provide the opportunity for the <br />hoteliers to address issues, concerns and develop relationships with City officials. <br /> <br />EXHIBIT 2