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EXHIBIT 1 <br /> 1 <br /> 2025-2027 <br /> 1 <br /> Refine and Amplify Messaging Leverage Events and Festivals to Reinforce Partnerships to Foster Community Pride to <br /> to Target Markets Drive Overnight Stays Extend Effectiveness Boost Santa Ana's Reputation <br /> INDICATORS INDICATORS INDICATORS INDICATORS <br /> •Year-over-year growth of total •Year-over-year increase in room •Year-over-year growth of local •Growth in Tourism Academy <br /> economic impact nights attributable to events businesses participating in participation <br /> •Year-over-year growth in room &festivals incentive program •Increase resident sentiment on <br /> nights •Year-over-year growth in count •Year-over-year growth in room City by2026 <br /> •Increase in City-issued film of established event promoter nights attributable to City- •Grow Health&Safety score on <br /> permits partnerships supported organizations,events, stakeholder survey from current <br /> •Annual use of at least 90%of and sports lowest score of 2.25 <br /> Opportunity Funds <br /> •Growth in earned media value <br /> on Santa Ana food/beverage <br /> coverage <br /> STRATEGIES STRATEGIES STRATEGIES STRATEGIES <br /> •Conduct a visitor study to build •Further develop relationships with •Work with tourism partners •Create an awareness campaign <br /> a data-informed basis for market event organizers who have the including restaurants,retail,and for residents promoting Santa <br /> targeting capacity and desire to grow events attractions to develop an incentive Ana and highlighting the work of <br /> •Amplify our message to Mexico •Explore the creation of a mural program for hotel guests Travel Santa Ana <br /> and Canada festival in Santa Ana •Execute a MOU with the City to •Work with Economic Development <br /> •Identify and focus on meeting •Explore the creation of multi-day assign stays within Santa Ana for and the City to help promote and <br /> market targets that work for our events that are aligned with City-supported organizations, build local pride <br /> hotels and destination the diversity and creativity of events,and sports •Continue to promote Santa Ana as <br /> •Explore partnerships to leverage the community and our a safe and clean destination <br /> non-City owned sports facilities to destination brand <br /> expand sports tourism •Partner with the City and Parks& <br /> •Position Santa Ana as a vibrant Recreation to develop a Santa Ana- <br /> film destination focused World Cup fan fest in 2026 <br /> •Adopt a readiness stance for the •Continue efforts to promote <br /> expansion of cannabis tourism Santa Ana as a food and beverage <br /> destination <br /> AL <br /> it <br /> l <br /> tf <br /> �lip -_, <br /> S <br />