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Community Development Agency <br />www.santa-ana.org/community-development <br />Item # 11 <br />City of Santa Ana <br />20 Civic Center Plaza, Santa Ana, CA 92701 <br />Staff Report <br />August 6, 2024 <br />TOPIC: 2023 Travel Santa Ana Annual Report <br />AGENDA TITLE <br />2023 Travel Santa Ana Annual Report <br />RECOMMENDED ACTION <br />Receive and file. <br />GOVERNMENT CODE §84308 APPLIES: No <br />DISCUSSION <br />On November 17, 2020, the City Council approved the formation of the Santa Ana <br />Tourism Marketing District (SATMD), which is a benefit assessment district created to <br />help fund marketing and sales promotion efforts for Santa Ana lodging businesses. The <br />established SATMD includes all lodging businesses with 70 rooms or more located <br />within the boundaries of the City of Santa Ana (City). The annual assessment rate is 2% <br />of gross short-term room rental revenue and the SATMD has a five-year term, which <br />began January 1, 2021 and will end on December 31, 2025. <br />Travel Santa Ana, the nonprofit tourism marketing association, was formed to manage <br />the SATMD assessment funds and implement marketing programs aimed at increasing <br />tourism in the City. Through innovative strategies and a deep understanding of the <br />City's unique appeal, Travel Santa Ana has elevated the City's profile, drawing visitors <br />from far and wide. Through a multifaceted approach, combining digital marketing <br />campaigns, community engagement, and strategic partnerships, Travel Santa Ana has <br />fostered a vibrant tourism ecosystem, boosting local businesses and showcasing the <br />City's rich cultural heritage. By highlighting the diverse tapestry of experiences the City <br />has to offer, from its bustling arts scene to its culinary delights and historical landmarks, <br />a narrative has been crafted that resonates with travelers of all backgrounds. <br />Each year, Travel Santa Ana is required to submit an annual report to the City Council <br />reporting on the activities of the previous year. The attached Annual Report highlights <br />the successful marketing and promotional activities accomplished in 2023. <br />