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Resolution of Intention to Re-establish SATMD <br />April 15, 2025 <br />Page 3 <br />4 <br />9 <br />2 <br />3 <br />Public Art Guide, highlighting over 200 murals citywide, has provided valuable <br />resources for tourists and residents alike. The "Santa Ana Enthusiast" ambassador <br />program further strengthened community involvement by engaging local stakeholders in <br />promoting the city's unique experiences. <br />Strategic sales and marketing efforts have targeted key market segments, driving <br />tourism-related economic activity. A comprehensive digital marketing strategy, <br />incorporating official social media channels and a professionally produced destination <br />video, has amplified Santa Ana’s presence across multiple platforms. Notable <br />collaborations, such as partnerships with the Orange County Restaurant Association for <br />OC Restaurant Week and the "Proud Santanero" campaign series, have spotlighted <br />local businesses and cultural assets. <br />Recognizing the importance of data in decision-making, Travel Santa Ana <br />commissioned the city's first tourism economic impact study, providing critical insights <br />into visitor trends and spending patterns. International outreach has been a key priority, <br />with initiatives such as a culinary passport program showcasing Santa Ana’s diverse <br />dining scene and a pioneering cannabis tourism program designed to attract niche <br />travel markets. These efforts have positioned Santa Ana as a compelling destination for <br />both domestic and international visitors, particularly from Mexico and Canada. <br />Further expanding its global reach, Travel Santa Ana has developed an international <br />marketing plan and secured a partnership with acclaimed travel journalist Peter <br />Greenberg for a segment on Santa Ana’s “Hidden Gems,” set to air on PBS and Apple <br />TV. These initiatives collectively contribute to Santa Ana’s long-term tourism growth, <br />reinforcing the city's status as a premier destination within the region. <br />It was reported that in January 2025, the hotel occupancy for the SATMD was up 11.9% <br />from January 2024. In addition, the Average Daily Rate for hotels were up 1.6% which <br />resulted in a 13.7% increase in hotel revenue. <br />TOURISM MARKETING DISTRICT BACKGROUND <br />Tourism Marketing Districts (TMDs) utilize the efficiencies of private sector operation in <br />the market-based promotion of tourism. These special assessment districts allow <br />lodging business owners to organize their efforts to increase tourism. Lodging business <br />owners within the TMD fund the TMD and those funds are used to provide services that <br />are desired by and benefit the lodging businesses within the TMD. The City serves <br />solely as the fiscal agent, responsible for collecting and disbursing the assessment <br />funds to Travel Santa Ana. This program is entirely funded by participating hotels, with <br />no expenditure of public funds. <br /> <br />TMD benefits: <br />•Funds cannot be diverted for other City government programs <br />•They are customized to fit the needs of each destination