Santa Ana City Council supports 10-year renewal for tourism marketing district

During the Santa Ana City Council meeting on April 15, 2025, significant discussions centered around the renewal of the tourism marketing district agreement, particularly focusing on the proposal to extend the contract for Bridal Santa Ana from five to ten years. This extension aims to provide stability and support for the ongoing promotional efforts of the city, which have seen positive growth since the initial five-year term.

Council members expressed their support for the ten-year extension, citing the successful track record of Bridal Santa Ana in promoting tourism and addressing past shortcomings in the city's marketing strategies. The discussions highlighted the importance of a longer commitment, allowing the organization to build on its achievements without the need for frequent renewals. The initial five-year term was established as a "proof of concept," and the positive results have led to a consensus that a decade-long agreement is now warranted.

Wendy Haas, the director of Travel Santa Ana, explained that the tourism marketing district is funded through a 2% assessment on visitors staying at 17 local hotels. This funding model ensures that the initiative is self-sufficient and does not rely on general city funds. Haas noted that many other tourism marketing districts in Southern California operate under similar ten-year agreements, reinforcing the standard practice within the industry.

The council's discussions also emphasized the need for continued investment in tourism marketing, with members acknowledging the importance of effective sales and marketing efforts to enhance Santa Ana's appeal as a destination. The meeting concluded with a motion to support the ten-year extension, reflecting a unified commitment to fostering tourism growth in the city.

As the council prepares to revisit this topic, the anticipated next steps will involve gathering further information and feedback from stakeholders, ensuring that the final decision aligns with the community's interests and the city's long-term tourism goals.