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Destination Irvine unveils ‘Flip Side of Irvine’ rebrand as HID revenues hold steady
Summary
Destination Irvine presented its first full annual reports since joining the city, reporting HID assessment revenues of about $4.5M (FY23–24) and $4.8M (FY24–25), outlined recent earned-media placements and introduced a new ‘Flip Side of Irvine’ campaign and visitor videos.
Destination Irvine presented its annual report and new brand to the City Council on Feb. 10, highlighting steady hotel-improvement-district (HID) revenues and an expanded marketing push aimed at increasing hotel stays and visitor spending.
Misty Bond, director of Destination Irvine, told the council the 2% HID assessment applies to all hotel room rentals in Irvine and that the city collected roughly $4.5 million in assessment funds in fiscal 2023–24 and about…
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