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Resolution Declaring Results of Majority Protest Proceedings to Renew the SATMD <br />July 1, 2025 <br />Page 3 <br />5 <br />1 <br />5 <br />3 <br />TSA has also focused on enhancing visitor engagement through curated content and <br />outreach initiatives. The publication of an annual Visitors Guide and a Public Art Guide, <br />highlighting over 200 murals citywide, has provided valuable resources for tourists and <br />residents alike. The "Santa Ana Enthusiast" ambassador program further strengthened <br />community involvement by engaging local stakeholders in promoting the city's unique <br />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, TSA commissioned the city's <br />first tourism economic impact study, providing critical insights into visitor trends and <br />spending patterns. International outreach has been a key priority, with initiatives such as <br />a culinary passport program showcasing Santa Ana’s diverse dining scene and a <br />pioneering cannabis tourism program designed to attract niche travel markets. These <br />efforts have positioned Santa Ana as a compelling destination for both domestic and <br />international visitors, particularly from Mexico and Canada. <br />Further expanding its global reach, TSA has developed an international marketing plan <br />and secured a partnership with acclaimed travel journalist Peter Greenberg for a <br />segment on Santa Ana’s “Hidden Gems,” set to air on PBS and Apple TV. These <br />initiatives collectively contribute to Santa Ana’s long-term tourism growth, reinforcing the <br />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. <br />TMD benefits: <br />➢Funds cannot be diverted for other City government programs <br />➢They are customized to fit the needs of each destination