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Community Development Agency <br />www.santa-ana.org/cd <br />Item # 7 <br />City of Santa Ana <br />20 Civic Center Plaza, Santa Ana, CA 92701 <br /> Staff Report <br />June 3, 2025 <br />TOPIC: Public Meeting Regarding Renewing the Santa Ana Tourism Marketing District <br />(SATMD) <br />AGENDA TITLE <br />Public Meeting Regarding Renewing the Santa Ana Tourism Marketing District <br />(SATMD) <br />Legal notice published in the OC Reporter on May 16, 2025. <br /> <br />RECOMMENDED ACTION <br />Hear public testimony regarding the proposed renewal of the SATMD, pursuant to the <br />Property and Business Improvement District Law of 1994, Streets and Highways Code <br />section 36600 et seq. No Council Action required. <br />GOVERNMENT CODE §84308 APPLIES: No <br />DISCUSSION <br />On November 17, 2020, the City Council of the City of Santa Ana (Council) adopted a <br />resolution to establish the SATMD for a five year term. Travel Santa Ana (TSA) and <br />Santa Ana lodging businesses now wish to renew the SATMD for an additional ten (10) <br />year term. Extending the SATMD term to 10 years allows TSA more time to implement <br />long-term marketing strategies and infrastructure improvements that will require <br />sustained efforts in order to yield measurable results. With a strong five-year track <br />record, SATMD has built trust among hotel partners and is well-positioned for continued <br />growth. The 10-year term reduces the administrative burden of renewals for shorter <br />terms and allows more focus on sales and marketing. The proposal for a 10-year term is <br />backed by TMD hoteliers and aligns with the industry norm, as about 90% of TMD <br />renewals in California—including those in major Southern California cities—opt for a 10- <br />year term. Further details are included in Exhibit 2. <br />The SATMD is a participant-driven benefit assessment district proposed to create a <br />revenue source to help fund marketing and sales promotion efforts for Santa Ana <br />lodging businesses. The City’s role in the SATMD is limited to acting as a fiscal agent. It <br />facilitates the collection and distribution of funds, but does not influence how those <br />funds are used. All decisions regarding spending priorities and marketing activities are <br />made by the Travel Santa Ana Board of Directors. Additionally, the City does not <br />contribute or allocate any public funding to support SATMD, which is entirely self-