Agenda Packet_2026-05-05 - Laserfiche WebLink

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EXHIBIT 1 , 2 25-202Refine and Amplify Messaging Leverage Events and Festivals to Reinforce Partnerships to Foster Community Pride to to Target Markets Drive Overnight Stays Extend Effectiveness Boost INDICATORS INDICATORS INDICATORS INDICATORS •Year-over-year growth of total •Year-over-year increase in room •Year-over-year growth of local •Growth in Tourism Academy economic impact nights attributable to events businesses participating in participation •Year-over-year growth in room £festivals incentive program •Increase resident sentiment on nights •Year-over-year growth in count •Year-over-year growth in room City by 2026 •Increase in City-issued film of established event promoter nights attributable to City- •Grow Health&Safety score on permits partnerships supported organizations,events, stakeholder survey from current •Annual use of at least 90%of and sports lowest score of 2.25 Opportunity Funds •Growth in earned media value on Santa Ana food/beverage coverage STRATEGIES STRATEGIES STRATEGIES STRATEGIES •Conduct a visitor study to build •Further develop relationships with •Work with tourism partners •Create an awareness campaign a data-informed basis for market event organizers who have the including restaurants,retail,and for residents promoting Santa targeting capacity and desire to grow events attractions to develop an incentive Ana and highlighting the work of •Amplify our message to Mexico •Explore the creation of a mural program for hotel guests Travel Santa Ana and Canada festival in Santa Ana •Execute a MOU with the City to •Work with Economic Development •Identify and focus on meeting •Explore the creation of multi-day assign stays within Santa Ana for and the City to help promote and market targets that work for our events that are aligned with City-supported organizations, build local pride hotels and destination the diversity and creativity of events,and sports •Continue to promote Santa Ana as •Explore partnerships to leverage the community and our a safe and clean destination non-City owned sports facilities to destination brand expand sports tourism •Partnerwith the City and Parks& •Position Santa Ana as a vibrant Recreation to develop a Santa Ana- film destination focused World Cup fan Pest in 2026 •Adopt a readiness stance for the •Continue efforts to promote expansion of cannabis tourism Santa Ana as a food and beverage destination 'r P MAIN- �■ ,� ' t /M Own !.+ � FIE 011 FFrr,r, ff i .r nrr0r,r .s