VISIT ANAHEIM
Mike Waterman President & CEO
Christina Dawson Chief Operating Officer
Scott Oklin Chief Marketing Officer
Ronnie Collins Chief Sales Officer
Pepe Avila Senior Vice President, Community Relations & Partnership
Lora Stanley Vice President, Convention Sales
Virna Navia Vice President, Intermediary Strategy
Adriel Terbeche Vice President, Tourism & International Sales
Sue O’Shea Vice President, Marketing
Lindsay Swanson Vice President, Communications
Debbie Taylor Vice President, Talent & Culture
Joy Hedrick Vice President, Finance Visit Anaheim 2099 S. State College Blvd. Suite 600 Anaheim, CA 92806 (714) 765-2800 www.visitanaheim.org
EXECUTIVE SUMMARY
Purpose:
The 2026 Marketing Plan outlines a bold vision: to position Anaheim and Garden Grove as vibrant, must-visit destinations, nationally and globally. Our efforts focus on storytelling, brand evolution, and strategic campaigns designed to reflect a region in momentum and drive sustainable tourism and growth across all segments of visitation to our destination.
What success looks like:
• Progress toward 30 million annual visitors by 2028
• Increase overnight visitation across leisure and M&C
• Elevated brand awareness and emotional affinity
• Stronger engagement in key domestic and international feeder markets
Top Marketing Priorities
1. Launch of the Visit Anaheim Rebrand Bring Anaheim’s new brand identity to life across all channels, partnerships, and audience touchpoints, establishing a cohesive and elevated market presence.
2. Year 1 Tentpole Event – Stand Up, Chow Down: An Anaheim Experience
Launch our inaugural Comedy & Culinary Festival, showcasing Anaheim’s entertainment and food scene while strengthening community and visitor engagement.
3. Year 2 Seasonal Demand Campaigns – 100 Days ’Til Summer + Secret Savings Season
Build on seasonal momentum through high-impact, conversion-focused campaigns designed to drive visitation during both peak and shoulder seasons.
4. Drive Visitation from Key Feeder Markets
Continue to deepen our reach and relevance within top domestic and international markets through targeted campaigns, partnerships, and content strategies.
5. Year 2 – M&C Thought Leadership
Elevate Visit Anaheim’s industry authority by positioning leadership as trusted subject matter experts through keynote appearances, panel participation, and strategic content — including white papers and case studies that showcase Anaheim’s innovation and impact in the meetings and conventions space.
6. “We Love Locals” Initiative
Strengthen connection with Anaheim and Garden Grove residents by providing greater value, education, and insights — turning locals into advocates who understand and share in the impact of tourism within their community.
Key Shifts from 2025: 2026 marks a pivotal shift in how we tell our story. The rebrand will reflect Anaheim’s and Garden Grove’s evolution, propelled by major developments like OCVIBE and DisneylandForward, along with a robust slate of mega-events and Garden Grove’s emerging food scene. We are redefining what it means to experience Anaheim—emphasizing culinary, fandom, culture, and new creative narratives that convert as well as captivate.
FROM THE CEO
2026 is more than just another year on the calendar — it’s a defining moment for Anaheim and Garden Grove. As we look ahead, we’re not simply marketing a destination. We’re shaping the future of a region that continues to evolve, grow, and inspire.
This year marks a pivotal point in our story. With transformative developments like OCVIBE and DisneylandForward on the horizon, along with a surge in mega-events and hotel investment, our destination is entering a new era of momentum and visibility. Visit Anaheim is proud to serve as the catalyst behind that growth — driving visitation, fueling economic development, and helping our communities thrive.
Equally exciting is the resurgence of our meetings and conventions business. In 2026, we proudly welcome the return of major citywide events that will fill the Anaheim Convention Center, activate our hotels and neighborhoods, and generate significant economic impact for our region. This segment remains a cornerstone of our strategy and a critical driver of year-round business for our partners.
But none of this happens in isolation. Our work is rooted in collaboration, innovation, and a deep commitment to telling the story of Anaheim and Garden Grove with authenticity, energy, and purpose. We are proud to stand alongside our partners — civic, business, and tourism leaders — to elevate our brand and amplify what makes this place unlike anywhere else.
Whether through the launch of our new brand, the inaugural Comedy & Culinary Festival, ‘Stand Up, Chow Down: An Anaheim Experience,’ the strength of our group sales pipeline, or the continued success of our signature marketing campaigns, 2026 is our opportunity to create impact that’s not only measurable, but meaningful. We are made to play — and this is our year to show the world what that truly means.
Mike Waterman
SITUATION Analysis
Current Perception & Opportunity
PERCEPTION: Our destination remains globally recognized for its worldrenowned theme parks and convention center, both critical pillars of our brand equity and economic engine. This dominant perception can also be limiting. The city is often viewed through a transactional lens: a place to go for a specific event or attraction, not as a culturally rich, lifestyle-driven destination.
OPPORTUNITY: This presents a powerful opportunity. Our brand must evolve to reflect the depth and diversity of Anaheim: its food scene, live music culture, indie entertainment, and the vibrant neighborhoods known best to locals. These under-the-radar experiences represent the soul of the city. By surfacing this energy, we can reposition our destination as a place of discovery, emotion, and resonance, not just recognition.
Brand R.E.D. Health Study – 2025
To ground this repositioning, we launched the first wave of our Brand Health Tracking Study using the R.E.D. methodology, which evaluates how our destination is perceived across three core dimensions:
RELEVANCE DISTINCTIVENESS EASE
How personally meaningful the brand is to travelers through three lenses: functionally, emotionally, and culturally.
FUNCTIONAL SOCIAL CULTURAL
How simple and intuitive the brand is to access, understand, and engage with, including logistics, awareness, and clarity.
EASY TO ACCESS EASY TO NOTICE
How unique and memorable the brand is compared to competitors, including its visual identity, tone, and emotional signature.
UNIQUE OWNABLE CONSISTENT
METHODOLOGY: Each dimension is scored on a 100-point index, where 100 represents the category average across a peer set of major destinations. Scores above 100 indicate stronger-than-average brand performance; scores below 100 highlight areas of under performance or opportunity. Benchmarked in this way, Anaheim’s results offer a clear, data-driven view of current brand health — identifying where we lead, where we lag, and where focused storytelling and positioning can drive greater impact.
AIDED AWARENESS
Key Takeaways:
Conversion Gap: Although aided awareness is strong (87.2%), only 31.2% of respondents said they would consider visiting — a 64% drop-off. This conversion gap is among the largest in the study and underscores the urgent need to spark not just awareness, but emotional desire.
Relevance: Anaheim scored high in functional relevance (106) — especially among family travelers. However, we underperformed in cultural relevance (82) and social relevance (85), signaling weak connection to emerging, culture-savvy audiences.
Ease: Our overall ease score is neutral (100). We rank high on ease of access (112), but lower on noticeability (88) indicating a destination that’s convenient but not necessarily top of mind.
Distinctiveness: Anaheim ranked lowest among the peer set in distinctiveness. There is a lack of emotional or visual identity that sets us apart, a clear challenge and call to evolve our creative presence.
The Energy Nexus
Where power builds. Where tension lives. Where transformation begins.
The Energy Nexus is where our brand’s power, potential, and challenges collide — identifying the creative tension zone that reveals where the most meaningful transformation can occur.
FLOW
Unmatched walkability
THE NEXUS FUEL FRICTION
World-renowned attractions
Outdated perception
Partners Brand Study: International
The Nexus (Where It All Intersects)
This is where Fuel + Friction + Flow collide — the creative tension zone where Anaheim is ripe for reinvention. It’s where marketing, product, and storytelling should be focused to make the biggest leap forward. The Nexus is where we:
• Redefine Anaheim as a lifestyle destination, not just a location
• Build emotional affinity through fandom, community, identity, and core memory making
• Own the story of a destination in transformation — unexpected, magnetic, welcoming
• Break from the status quo with bold creative, high-energy campaigns, and elevated aesthetics
• Spotlight what’s next — culinary, culture, events, and voices that are just beginning to shine
• Invite travelers to feel something here they won’t feel anywhere else
1
Fuel (What Drives Us)
These are the attributes, assets, and truths that already power the brand and create opportunity:
• Unmatched walkability within the Resort District
• Disneyland ® Resort, professional sports teams, and world-renowned attractions
• Emotional resonance of fandom culture (sports, conventions, IPs)
• Global-caliber meetings and conventions infrastructure
• Powerful civic + regional partnerships (Anaheim + Garden Grove)
• Strong seasonal campaign platform (e.g., 100 Days ‘Til Summer)
• OCVIBE, DisneylandForward, and major destination investment
• Family-first appeal across generations
2
Friction (What Slows Us Down)
Friction points aren’t failures — they’re the areas where growth is possible. These are real challenges that create tension within the brand and impact perception or performance.
• Outdated or narrow destination perception
• Weak cultural/social relevance among emerging traveler segments
• Developing nightlife and culinary scenes still flying under the radar
• Limited budget vs. other big city competitors
• Conversion gap: high awareness, low consideration (Brand Health Study)
• Absence of a distinctive visual identity — brand blend-in
• Lack of competitive Anaheim Convention Center pricing among our comp set
• Limited transportation connectivity
3
Flow (What’s Gaining Speed)
This is where the brand is gaining traction. These are opportunities — cultural, creative, and experiential trends aligning with Anaheim’s evolution that show where the brand is gaining traction:
• Rise of culinary creativity and chef-led independents
• New storytelling around culture, fandom, and hidden gems
• Emerging nightlife and live music energy
• Elevated brand tone: energetically bold, emotional, edgy
• Lifestyle brand pivot — Anaheim as something to “wear” or belong to
• Return of mega-events in 2026: NAMM, D23 Expo, Natural Products, VidCon
• Multigenerational travel trends
• Interest in underdog, unexpected destinations
Where it all intersects.
Anaheim and Garden Grove are operating at the intersection of culture, commerce, and community — and the trends shaping our visitors reflect a growing demand for destinations that deliver meaningful, emotionally resonant experiences. Below is a snapshot of key travel and meetings market dynamics influencing our 2026 strategy.
Domestic Leisure Travel: Experience Over Excess
Key Trends:
• Value-conscious, experience-driven Travelers remain budget-sensitive but emotionally motivated — they’re willing to spend, but only when the experience feels “worth it.”
• Stay Closer to Home
Whether due to economic caution, evolving work/ life flexibility, or a desire for low-effort escapes, travelers are increasingly prioritizing destinations within driving distance or short-haul flights. This makes Anaheim a prime contender for California, Arizona, Nevada, Pacific NW, and Texas travelers.
• Rise of the Affluent & Luxury-Minded Traveler
Even as value sensitivity grows, the market is bifurcating: Gen X, Boomers, and high-income households are showing strong travel intent and a willingness to invest in elevated, seamless, wellness-driven experiences. This segment prioritizes quality over quantity, seeks premium hospitality, and expects effortless comfort throughout their journey.
• Wellness + Flexibility
Personalization, moments of rest, and a sense of renewal are now key markers of a successful trip — even for family travelers.
• Culture + Culinary as Trip Drivers
Today’s travelers are driven by hyper-local flavor, authentic storytelling, and “if-you-knowyou-know” culinary experiences that immerse them in a destination’s identity — not just its icons. Food has become both the gateway and the goal. A recent Talker survey found that 44% of Gen Z and 31% of millennials have taken a dedicated “foodcation” — traveling an average of 484 miles and spending nearly $910 per person in pursuit of memorable dining and cultural experiences. Leisure Travel Intent: 90% of households with an income ranging from $150K-$250K are planning travel within the next 12 months.
78% 90%
% of all American Consumers
of total HHI
$150-$249K
Source: MMGY Global’s Portrait of American Travelers
of Americans have planned a trip solely for the food. Younger generations are more likely to have done so
Regardless of age, these respondents traversed an average of on their most recent “foodcation” 5 visits best food? NY CA
are required to fully experience the food in a city
What state has the
484 miles & spent $910 of travelers prefer to find “hole-in-the-wall”places when they are traveling, instead of “big-name” restaurants 41% 14%
Finding a variety of unique food is important as of travelers are a more adventurous eater when away from home 67%
Strategic Focus
Elevate Anaheim’s appeal as a walkable, emotionally rich destination where food, fandom, and family come together. Highlight easy access from drive markets and proximity-based convenience through:
Audience Segmentation
Given the current socio-economic conditions the travel market is bifurcating into two segments: Value Seekers and Affluent Travelers. We will tailor messaging and media strategies to meet each group’s motivations. Seasonal campaigns, affluent messaging and influencer partnerships will balance value-driven promotions with aspirational storytelling to engage both segments effectively.
Personalized Messaging
We’ll continue shifting toward personalized messaging that reflects travelers’ unique values, preferences, and desired experiences. This data-informed approach strengthens emotional connection and long-term loyalty while improving engagement across digital and social channels.
AI and Digital Innovation
Leverage AI technologies, particularly MindTrip, to enhance personalization, trip planning, and user experience across our website and social channels. AI tools will drive smarter recommendations, greater engagement, and more efficient marketing performance.
Local Community Connection
Deepen ties with Anaheim and Garden Grove residents by celebrating local stories, businesses, and experiences that highlight tourism’s benefits. Programs like We Love Locals will continue fostering pride, participation, and a stronger sense of community ownership.
“Food, fandom, & family come together”
International Travel: Mixed Recovery with Regional Strength
Key Trends:
Market-Specific Recovery
International bounce-back continues to vary by region. While some markets have stabilized or regained traction, others require reactivation and focused investment. Strategic prioritization is essential.
• Mexico: Resilient and High-Yield
Geographic proximity, cultural ties, and multigenerational travel trends make Mexico one of Anaheim’s most dependable and consistent international markets. Demand remains steady across both FIT and group segments.
• Canada: Value Still Reigns Visitation remains below pre-pandemic levels, but there are signs of the downturn having leveled off. Canadian travelers are cautious but still inspired by familiar brands and family-friendly experiences — particularly when framed through a value-forward lens.
• United Kingdom (UK): Early Traction, High Potential Momentum is building thanks to new in-market representation. UK travelers are embracing Anaheim as part of the broader “California dream” itinerary — but seek a fresh narrative that includes fandom, food, and local culture beyond just the parks.
• Australia + New Zealand: Reliable, Long-Stay Market
This region remains strong for outbound travel to California. Visitors often stay longer and spend more. However, focus will remain on trade education and partnership alignment.
Strategic Focus
Mexico (Top Priority Market)
• Double down following the successful 2025 mission with Mayor Ashleigh Aitken.
• Leverage on-the-ground GMS representation for both trade and media.
• Expand creative storytelling and language-specific offers.
• Deepen hotel packaging opportunities to drive conversion.
• Target the luxury segment through dedicated sales activities and partnerships with top luxury travel advisors.
United Kingdom
• Accelerate momentum through MMGY-led trade relationships.
• Explore expansion into media efforts.
• Prioritize narrative-driven storytelling that blends Anaheim’s iconic experiences with its emerging, unexpected sides.
• Position Anaheim as both established and evolving within the UK travel landscape.
Canada
• Maintain a steady presence despite no dedicated agency representation.
• Continue leveraging GMS involvement with the 2026 Mission.
• Explore future media and trade activations to sustain awareness and relevance.
Australia & New Zealand
• Sustain engagement through Theometa (Australia) and local trade/media representation in New Zealand.
• Emphasize value, emotional resonance, and longer-stay travel.
• Position Anaheim as the aspirational heart of a Southern California itinerary.
Asia-Pacific (China, Japan, South Korea)
• Leverage Visit California efforts and locally based receptive trade/OTAs.
• Maintain Anaheim’s visibility and desirability within broader California campaigns.
“54% of international travelers prioritize food & culinary.”
“61% of international travelers prioritize attractions...”
Source:
Meetings & Conventions: Premium, Walkable, Experience-First
Key Trends:
Anaheim Is a Premium Meetings Destination — and Delivers on Value
Anaheim has never been considered an economical choice — in fact, it’s recognized as one of the more premium convention destinations in the United States. But what sets Anaheim apart is the value behind the spend. From built-in walkability and modern infrastructure to strong service delivery, safety, and cultural depth, Anaheim justifies its investment with impact. Unlike many major convention cities — where urban density can create challenges around safety and accessibility — Anaheim stands out as a secure, welcoming, and well-maintained environment. The area surrounding the Anaheim Convention Center is clean, walkable, and vibrant, giving attendees peace of mind as they move between meetings, hotels, and entertainment districts. Safety isn’t just a benefit here — it’s a differentiator.
Walkability and Convenience Drive Attendee
Satisfaction
Anaheim’s convention ecosystem is compact, connected, and easy to navigate. With over 4,000 hotel rooms within walking distance of the Anaheim Convention Center — and dozens of dining, entertainment, and activation venues nearby — planners and attendees enjoy logistical ease without sacrificing experience. There are 54 hotels within 1.5 miles of the ACC.
Airlift Access and Competitive Connectivity
Anaheim’s accessibility is unmatched, with four major airports — John Wayne (SNA), Long Beach (LGB),
Ontario (ONT), and Los Angeles International (LAX) — all within a 45-minute drive. This proximity ensures attendees have access to a wide range of direct flights on their preferred airlines, with competitive fares driven by airport competition. For planners, that translates to easier attendance, better travel experiences, and reduced overall event costs.
Predictable Weather That Works for Planners
While many destinations tout year-round sunshine, Anaheim’s weather is not only warm — it’s reliably pleasant. Its consistent, predictable climate makes it easier for planners to stage outdoor activations, receptions, and networking events without weather-related risks, giving Anaheim an operational edge over other warm-weather competitors.
Experience-Centric Events Are the New Standard
Today’s attendees expect emotionally resonant environments — events that surprise, delight, and reflect the spirit of a destination. Anaheim’s built-in fandom culture, culinary scene, and entertainment-driven energy give planners the tools to create memorable, story-worthy moments.
Demand for Flexibility, Cultural Fit, and Elevated Ambiance
Planners are designing for diverse audiences — from emerging professionals to global executives. Anaheim’s wide range of venues, inclusive spirit, and strong hospitality community make it adaptable to events of every scale and tone. And as perceptions evolve, Anaheim’s luxury potential is becoming a compelling story — sophisticated hotels, refined dining, and high-end experiences that rival traditional luxury markets, all delivered with signature Southern California warmth.
“The Anaheim Convention Center excels in creating a welcoming, organized, and high-quality experience for our organization. We’re extremely grateful.”
Strategic Focus
• Designed for results, built for experience. Position Anaheim as a high return investment for meetings and conventions by highlighting its premium infrastructure, safety, accessibility, and cultural credibility, while showcasing a walkable, secure, and energizing ecosystem that delivers both operational excellence and unforgettable attendee experiences through convenience, atmosphere, and strong destination support.
• Support planners through targeted marketing and thought leadership.
Use social advertising, custom activations, and content such as white papers and videos to inspire confidence and help convert early interest into confirmed bookings.
• Deepen relationships through experiential client engagement.
Leverage Anaheim Ducks games, both at home and on the road, to host key clients and bring Anaheim’s partnership mindset and destination energy directly to their markets.
• Elevate Anaheim’s M&C profile through executive visibility.
Prioritize keynotes, panels, and podcasts that position Visit Anaheim leadership as trusted voices shaping the future of meetings and conventions, while sharing insights, success stories, and forward-looking perspectives that reinforce Anaheim’s reputation for innovation and strengthen planner and partner relationships.
• Grow the sports market segment.
Accelerate momentum through targeted partnerships and paid media that highlight Anaheim’s facilities, accessibility, and appeal for sports meetings and events.
• Deepen intermediary partnerships. Deepen intermediary partnerships by providing ongoing marketing support and co-branded activations with organizations such as ConferenceDirect, MPI, and Maritz—consistently promoting Anaheim through attendance at and hosting of key industry conferences to expand our reach, nurture top relationships, and grow market share in the meetings and incentive segment.
54 Hotels with 4,000 hotel rooms within a 1.5 mile / 10 minute walk of the ACC
CHICAGO
“Future-forward destination growth”
Recap
Summary Insights: Brand Context & Competitive Landscape
What’s Driving Us
• Return of Major Citywide Events: Iconic conventions like NAMM, D23 Expo, Natural Products, and VidCon will return to Anaheim in 2026 — bringing high-value group business and reinforcing Anaheim’s stature as a meetings destination.
• OCVIBE + New Destination Assets: Major investment in entertainment, placemaking, and infrastructure is transforming Anaheim into Orange County’s cultural hub.
• Cross-Segment Marketing Strategy: With strategic emphasis on both leisure and meetings, our campaign architecture is built to maximize impact, grow share, and reinforce Anaheim as a high-performance destination.
• Brand Modernization Imperative: Our identity must evolve to reflect the energy, diversity, and cultural credibility of today’s Anaheim and Garden Grove.
• Community Optimism: According to Olinger Research, local residents are showing renewed pride and optimism — giving Visit Anaheim permission to lean into civic storytelling and local advocacy.
Competitive Pressures
• Structural Funding Disadvantages: Destinations like San Diego, Las Vegas, and Los Angeles continue to outspend Anaheim in marketing and convention acquisition. TID reform and expansion remain critical to Anaheim’s future competitiveness.
• Shifting Global Travel Patterns: Ongoing uncertainty in international travel, currency fluctuations, and consumer confidence have disrupted demand — requiring agile storytelling and partnership-led visibility.
• Outdated Destination Perception: For many, Anaheim is still viewed through a narrow lens. This perception gap presents an opportunity to surprise and reframe through lifestyle, culinary, and cultural storytelling.
Our Edge
• Walkability That Wins: Anaheim’s pedestrian-friendly Resort District is a major differentiator for planners and families alike — blending convenience with immersion.
• Emotional Pull of Fandom: From Disney nostalgia and live sports to fan-fueled conventions, Anaheim is rooted in passion and pop culture.
• Unified Regional Partnerships: Collaboration with the cities of Anaheim and Garden Grove, the business community, and tourism stakeholders is accelerating impact and shared progress.
• A Brand in Motion: Anaheim is stepping into its power as a lifestyle brand — bold, magnetic, and emotionally rich.
• Future-Forward Destination Growth: With OCVIBE, DisneylandForward, and new hospitality and event spaces on the horizon, Anaheim is uniquely positioned for sustained growth and increased relevance.
STRATEGIC VISION & Brand Promise
Anaheim: High-Octane Energy. Heartbeat of Orange County. Anaheim isn’t just a destination — it’s a dynamic force. In 2026, we are embracing our role as the high-energy epicenter of Orange County. Fueled by cultural momentum, passion-led travel, and fandom-fueled experiences, Anaheim pulses with ambition and emotional resonance. It’s where iconic meets unexpected — and where people feel something they didn’t see coming.
OUR BRAND NORTH STARS
These guiding attributes anchor the creative expression of Anaheim’s identity. Rooted in what’s real — and what’s next — they inform how we speak, act, and build everything from campaigns to civic pride.
• Magnetic Energy – We pull people in through emotion, passion, and movement.
• Edgy with Charisma – We take risks, but do so with charm, humanity, and purpose.
• Welcoming of All – We are inclusive and open, reflecting the true spirit of our diverse community.
• Transformative – A visit here can change perspectives, spark ideas, and create lasting memories.
THE NARRATIVE SHIFT
The rebrand isn’t just a change in design — it’s a change in how people feel about Anaheim. Our storytelling is intentionally moving from convention to connection, from awareness to advocacy. We’re making a deliberate pivot from conventional destination marketing to something more emotionally resonant and culturally relevant:
• From Transactional to Emotional: Not just rooms and reservations–but stories, belonging, and resonance.
• From Attraction to Lifestyle: Evolving from “things to do” to “ways to live, play, and belong.”
• From Awareness to Affinity: Not just known–but loved. Not just visited–but championed.
This vision will guide every campaign, asset, partnership, and activation in 2026. Anaheim isn’t a stop on the map — it’s a place to rally around.
POSITIONING FRAMEWORK
Our 2026 brand strategy is designed to elevate Anaheim’s perception, deepen visitor affinity, and reflect a long-term, future-forward vision. This is not about who we’ve been — it’s about who we are becoming
Tone of Voice
Energetic. Edgy. Transformative. Magnetic. Welcoming. We speak boldly and move with intent — sparking curiosity, connection, and cultural momentum.
Brand Enemy
Flat perceptions that box Anaheim into “theme parks and conventions.” We reject reductive narratives and invite reintroduction: If your idea of Anaheim is static, it’s time to rethink it.
Brand Affiliation
We’re the heartbeat of Orange County — unexpected, iconic, and emotionally charged. Where fandom, flavor, and family intersect. Where mega-moments and micro-discoveries coexist.
Reasons to Believe (RTBs)
What sets Anaheim apart isn’t just what’s already famous — it’s what’s happening next.
• Disneyland, Angels, Ducks, and world-class entertainment
• A culinary scene quietly exploding with creativity
• Nightlife and live music gaining serious traction
• Unmatched walkability in the Resort District
• A cultural mashup of neighborhoods, passions, and people
This brand strategy is designed to directly address what the data shows:
• High awareness, but low emotional connection
• A perception that’s functional, not distinctive
• A need to evolve from a transactional destination to a magnetic, lifestyle-driven brand
We are evolving — and so is how we show up in the world.
Brand Pillars
These are the building blocks of our brand expression — from product development to messaging architecture.
Made to Play
Play is our culture. From kids to creators, we make joy kinetic.
Multi-Gen Magic Fandom Lives Here
Pillars
Welcoming by Nature
Edge with Heart
Sports, IPs, fan events — Anaheim is a place where passion gets lived out loud.
A rare destination where kids, parents, and grandparents all find their moment.
Diverse, inclusive, and warm — everyone belongs here.
Bold doesn’t mean brash. We lead with character, creativity, and soul.
“In Anaheim, play isn’t just a pastime. It’s a pulse that unites generations, ignites fandoms, and welcomes every heart with bold, soulful energy.”
~ Scott Oklin, Visit Anaheim CMO
AUDIENCES & Personas
Our 2026 marketing strategy is designed around a refined set of priority personas that align with Anaheim’s evolving brand — one rooted in energy, emotion, and elevated experiences. These audiences reflect a more nuanced view of modern travelers and planners, with a strong focus on affinity, identity, and purpose in every journey.
Leisure Personas
1. The Multigen Memory Maker
Mindset:
“One trip, shared memories for all.”
Who They Are:
Thoughtful planners who seek experiences that bring everyone together — balancing convenience, comfort, and a touch of magic that spans generations. They value togetherness and ease over extravagance.
What They Want:
Seamless, all-ages experiences that are both exciting and effortless. They’re planning legacy moments — something unforgettable across generations.
Why Our Destination:
World-famous attractions, a walkable resort district, multigenerational-friendly accommodations, and entertainment that bridges generations. Anaheim and Garden Grove make big trips feel easy — blending comfort, connection, and convenience for every age and interest.
2. The Culture Seeker (with a Fandom Heartbeat)
Mindset:
“I travel to connect — to communities, stories, and passion-fueled culture.”
Who They Are:
Curious explorers and creative spirits who see travel as a means of self-expression. They’re motivated by connection, authenticity, and shared enthusiasm — whether through art, cuisine, music, or fandom.
What They Want:
Realness, depth, and energy. They’re into food, music, design, and local culture — but also into fandom, from sports to cosplay, gaming, or comic culture. They want to go where others get it.
Why Our Destination:
The cultural DNA of Anaheim and Garden Grove is fueled by creativity and connection — from fan conventions and live entertainment to a vibrant culinary and arts scene. It’s where pop culture meets local culture, and visitors feel part of something bigger.
3. The Savvy Maximizer
Mindset:
“I’m all about getting the most out of every moment.”
Who They Are:
Discerning travelers who equate value with smart choices, not cut corners. They seek quality experiences that feel worthwhile — balancing excitement, comfort, and cost without compromise. They love a good find, but they also want it to feel premium.
What They Want:
Transparent value, bundled experiences, and amenities that over deliver. They’re motivated by insider perks, midweek getaways, and packages that make elevated travel feel attainable.
Why Our Destination:
Anaheim and Garden Grove strike the perfect balance between quality and value — offering exceptional dining, entertainment, and accommodations at a range of price points. With walkability, accessibility, and yearround appeal, the destination delivers big experiences without the big hassle.
4. The Elevated Explorer
Mindset:
“I’m not just spending — I’m curating. Every detail matters.”
Who They Are:
Style-conscious travelers who appreciate refinement and discovery in equal measure. They’re driven by taste, design, and emotional resonance — seeking experiences that feel elevated, yet personal.
What They Want:
High-touch, high-design, and highly personal experiences. This isn’t about exclusivity for its own sake — it’s about elevated moments that feel rare, thoughtful, and story-worthy.
Why Our Destination:
A new wave of culinary concepts, wellness offerings, trendy hotels, and curated experiences make Anaheim and Garden Grove the perfect canvas for the discerning traveler seeking both sophistication and authenticity.
5. The After Dark Adventurer
Mindset:
“My best moments happen after the sun goes down.”
Who They Are:
Social connectors who thrive on energy, spontaneity, and atmosphere. They look for destinations that pulse with nightlife, music, and moments worth sharing.
What They Want:
Rooftops, rhythms, and vibrant late-night culture. They’re chasing energy — whether that’s live music, game-day hype, or discovering a hidden cocktail bar.
Why Our Destination:
An emerging nightlife scene — from rooftop lounges and craft cocktail bars to post-game hotspots and live music venues — is redefining what Anaheim and Garden Grove feel like after dark.
6. The Local Weekender / Micro-Escapist
Mindset: “Stay close. Feel far away.”
Who They Are:
Spontaneous travelers looking for an easy reset — locals who crave the excitement of “getting away” without actually going far. They value convenience, discovery, and community pride.
What They Want:
Easy, affordable escapes that offer a change of pace without the stress of travel. They crave quick getaways that let them reconnect, recharge, and rediscover what’s right in their own backyard.
Why Our Destination:
Perfectly positioned for Southern Californians seeking a spontaneous retreat, Anaheim and Garden Grove deliver big-city energy and resort-style relaxation just a short drive away. From festivals and concerts to new restaurants and resident-only offers, the destination makes the familiar feel like a mini-vacation.
Meetings & Conventions Personas
1. The Convention Planner
Mindset:
“I deliver experiences that reflect our industry and organization’s purpose — at scale.”
Who They Are:
Senior association and large-event planners managing conventions. They’re outcome-driven, risk-averse, and highly focused on reliability, logistics, and ROI. Their reputation depends on smooth operations, strong attendance, and measurable member or stakeholder satisfaction.
What They Want:
• Venue scale, infrastructure, and reliability that can handle complex programs effortlessly.
• Easy airlift, walkability, and safety that ensure frictionless attendee movement.
• Transparent pricing, flexible contracts, and clarity around value and deliverables.
• A destination that aligns with brand reputation — professional, inclusive, and inspiring.
• Opportunities to integrate sustainability, CSR and DEI into event design and programming.
Why Our Destination:
We deliver trusted scale with the Anaheim Convention Center at the heart of a safe, walkable district supported by full-service hotels and a strong transportation network. The destination’s predictable weather, four airports within 45 minutes (LAX, SNA, LGB, ONT), and polished hospitality ecosystem reduce operational risk and enhance ROI. Beyond logistics, the region offers built-in entertainment, culinary excellence, and cultural depth that make large-scale gatherings both memorable and meaningful.
Sub-Motivations Within This Persona:
• The Meeting Architect: Obsessed with efficiency and logistics, seeks streamlined workflows and vendor reliability.
• The Executive Decision-Maker: Focused on optics, attendee satisfaction, and brand reputation — needs assurance that Anaheim’s environment reflects credibility and comfort.
• The Event Optimizer: Measures success through attendance, engagement, and impact; values a destination that drives registration and repeat attendance.
2. The Meeting Planner
Mindset: “I create meetings that connect people and inspire performance.”
Who They Are:
Corporate, incentive, independent, government, and mid-sized association planners overseeing meetings that utilize offsite venues outside of the Anaheim Convention Center. They balance creativity with practicality, seeking destinations that deliver high perceived value, strong support, and memorable experiences without complexity.
What They Want:
• Flexible, turnkey venues and spaces suited for meetings, team-building, and social events.
• Creative experiences that blend business objectives with fun and inspiration.
• Transparent value — packages or partnerships that over deliver without inflating cost.
• Access to local culture, dining, and entertainment to enhance attendee experience.
• Ease of travel and seamless coordination with DMO partners and vendors.
Why Our Destination:
Anaheim and Garden Grove combine big-city energy with ease of access, delivering a meeting experience that feels premium but uncomplicated. Planners benefit from a polished, safe environment, strong airlift, and year-round weather consistency that simplify logistics. The destination’s growing culinary and nightlife scene, paired with proximity to beaches and entertainment, provides endless opportunities for creative programming.
Sub-Motivations Within This Persona:
• The Experience-Focused Planner: Seeks immersive storytelling, authenticity, and shareable experiences.
• The Incentive Visionary: Prioritizes reward and inspiration, curating high-touch events that blend relaxation and recognition.
• The Savvy Maximizer: Focuses on budget efficiency and measurable value while maintaining a premium guest experience.
3. Sports Event Planner
Mindset:
“I create competitive experiences that inspire athletes and fans while running like clockwork.”
Who They Are:
Sports event planners organize tournaments, championships, and competitive showcases for Esports, youth, amateur, collegiate, or professional organizations. They’re detail-oriented, community-driven, and thrive on high energy and precision. Their success depends on seamless event execution, athlete safety, crowd experience, and memorable moments of victory — all while balancing budgets, sponsors, and logistics.
What They Want:
• Flexible, high-capacity venues that can accommodate diverse sporting formats — from courts to arenas to expo halls.
• Proven infrastructure for athlete flow, spectator access, and equipment logistics.
• Strong destination appeal for teams, families, and fans to extend their stay beyond the competition.
• Partnership support for marketing, housing, and on-site operations.
• Access to local amenities — hotels, dining, entertainment — that enhance the event experience.
• Reliable connectivity and tech capabilities to support live scoring, streaming, and Esports events.
Why Our Destination:
Anaheim Convention Center delivers the perfect infrastructure for competition and celebration. The ACC offers adaptable space, advanced tech infrastructure, and a proven track record of hosting large-scale sporting events — from cheerleading championships and fitness expos to Esports tournaments. The surrounding entertainment district adds energy and convenience with hotels, dining, and attractions all within walking distance. With year-round sunshine, easy access from four nearby airports, and a welcoming community ready to cheer teams on, Anaheim makes every event a win for athletes, planners, and spectators alike.
Sub-Motivations Within This Persona:
• The Tournament Organizer: Logistics-minded and detail-obsessed; values scheduling precision, load-in efficiency, and smooth on-site coordination.
• The Experience Curator: Focused on atmosphere, fan engagement, and brand partnerships that amplify the event’s energy and visibility.
• The Growth Driver: Seeks destinations that attract strong registration, repeat attendance, and expanded sponsorship opportunities.
• The Incentive Visionary: Prioritizes reward and inspiration, curating high-touch events that blend relaxation and recognition.
• The Savvy Maximizer: Focuses on budget efficiency and measurable value while maintaining a premium guest experience.
Behavioral Trends We’re Tracking
1 2 4 3
SHORTER BOOKING WINDOWS + FLEXIBLE TRAVEL DESIGN
Whether for events or leisure, travelers are waiting longer to book — and want freedom to adapt. Customization and plug-andplay planning tools are essential.
DRIVE
MARKET + DOMESTIC DOMINANCE, GLOBAL PRESENCE
The drive and short haul market remains strong, but maintaining visibility in Canada, while expanding efforts in Mexico, UK, and Australia are key to diversifying Anaheim’s visitor base.
REDEFINING LUXURY: EXPERIENCE AS THE NEW STATUS
Today’s high-net-worth travelers aren’t just buying access — they’re curating once-in-a-lifetime moments. For them, luxury means:
• Privacy, personalization, and discovery
• Effortless logistics with high design
• Deep storytelling, emotional resonance, and memory-making over materialism
SUSTAINABILITY
MEETS ACCESSIBILITY & INCLUSION
The modern traveler expects destinations to reflect their values. It’s not just about green — it’s about good. Anaheim is focused on:
• Showcasing diverse local businesses and voices
• Ensuring experiences are inclusive, accessible, and welcoming
• Designing events and campaigns that reflect the full spectrum of our visitors
Multigen Memory-Makers
Culture Seekers (with a Fandom Heartbeat) Savvy Maximizers
All-ages fun, ease, shared experiences, comfort, legacy-making
Showcase Anaheim and Garden Grove as the ultimate multigenerational destinations — effortless, walkable, and full of family-friendly experiences that balance comfort, convenience, and connection.
Passion-fueled subcultures, creativity, local culture, fandom, discovery
Smart spending, transparent value, elevated yet attainable experiences
Explorers
Curation, aesthetics, storytelling, design, exclusivity through authenticity
Nightlife, energy, music, live events, social buzz
Weekenders /Micro-Escapists
Convenience, spontaneity, connection, local pride
Elevate Anaheim and Garden Grove as cultural mashups — from fan conventions and live performances to street art, global flavors, and creative festivals that connect pop culture with local culture.
Position Anaheim and Garden Grove as destinations that deliver more for every moment — premium experiences, exceptional hospitality, and value-driven packages that make elevated travel feel within reach.
Promote Anaheim and Garden Grove as the new definition of SoCal sophistication — a destination of style, taste, and storytelling where refinement meets authenticity.
Highlight Anaheim and Garden Grove’s growing nightlife and entertainment energy — from rooftop lounges and cocktail bars to concerts, sports, and after-hours culture that keeps the night alive.
Inspire Southern California locals to rediscover Anaheim and Garden Grove as their perfect “close-tohome” escape — through seasonal festivals, resident-only offers, and staycation storytelling.
ROI, scale, safety, logistics, brand alignment, attendee satisfaction
Creativity, connection, turnkey venues, value, cultural access
Venue flexibility, logistics, athlete and fan experience, sponsorship opportunity
Own the “smart investment” positioning — a safe, walkable, and sophisticated convention destination offering trusted infrastructure, predictable weather, and strong airlift that deliver measurable ROI and a seamless attendee experience.
Position Anaheim and Garden Grove as premium yet practical meeting destinations — easy to navigate, effortlessly elevated, and brimming with culture, cuisine, and convenience for memorable mid-size events.
Showcase Anaheim’s proven ability to host high-energy sports events — from Esports and youth tournaments to professional showcases — with premier venues, walkable access, and a community built for champions.
CHANNEL Strategy
Anaheim’s 2026 channel ecosystem is built to convert energy into action — balancing brand storytelling, precision targeting, and high-impact creative. Each platform plays a distinct role in delivering the Anaheim experience to the right audiences, at the right time.
Channel Role Primary Content Cadence
Conversion engine + storytelling hub
Real-time brand voice + visual storytelling
Audience targeting + conversion
Amplification through trusted voices
Direct engagement + conversion support
Booking channel optimization + global distribution
Influence travel intent through content + offers
M&C visibility + thought leadership
Top-of-funnel brand awareness
Broad digital reach + retargeting
Regional awareness + brand imprint with retargeting capabilities
AI-powered trip planning + content discovery
Branded landing pages, blog content, itinerary builders, hotel offers
Reels, UGC, nightlife/culture spotlights
Static + video ads, carousel units, persona-driven segmentation
Hosted stays, co-created content, destination walkthroughs, local collabs
Segmented leisure and M&C newsletters, hotel deals, campaign storytelling
Hotel packaging, affiliate offers, destination features, agent training
Branded content, curated guides, listicles, deal placements, audience extensions
Group sales assets, case studies, event spotlights, LinkedIn amplification
Campaign trailers, anthem video, emotional storytelling spots
Static and video placements, contextual targeting, remarketing layers
Campaign headlines, creative takeovers, drive market billboards
Personalized itineraries, destination highlights, hotel deals, campaign tie-ins
updates +
4–6x/week, platformspecific tone
Always-on with campaign bursts
Monthly waves aligned to flagship campaigns
Monthly (Leisure, Luxury), 6x/year (M&C)
Ongoing; aligned to seasonal campaigns and promotions
Campaign-based + seasonal bursts
Quarterly with eventdriven spikes
Seasonal flights aligned to hero campaigns
Always-on with budget- flexible bursts
Seasonal and campaign- timed flights
Always-on with optimization by campaign
2026 Visit Anaheim Brand Calendar
Campaign & Flagship Initiatives
Anaheim’s 2026 campaign slate is built to ignite demand, inspire emotion, and turn curiosity into conversion. From brand evolution to seasonal promotions, each initiative reflects our new identity: energetically bold, magnetic, and made to play.
A. LAUNCH OF THE REBRAND
Positioning: “This isn’t a refresh. It’s a reintroduction.”
Our rebrand is more than a new look — it’s a storytelling shift. This launch will mark the beginning of Anaheim’s next chapter: one rooted in emotional connection, cultural expression, and lifestyle-forward energy. The rollout will include:
• New visual identity and brand voice
• Full-funnel campaign launch across paid, earned, and owned channels
• Destination anthem video + partner brand toolkit
• PR, influencer, and in-market activations
• Integration across leisure, M&C, and community channels
Objective: Drive awareness, shift perception, and generate brand affinity that transcends traditional destination marketing.
B. FLAGSHIP EVENT: STAND UP, CHOW DOWN: AN ANAHEIM EXPERIENCE
Positioning: Comedy meets culinary. Vibe meets flavor. Anaheim takes the stage.
This original event concept blends Anaheim’s rising food scene with its creative spirit. Part culinary showcase, part stand-up comedy festival — this signature program is co-created with talent, food curators, and cultural leaders.
• Curated line-up of comedians, chefs, and hosts
• Pop-up dining and tasting experiences
• Media and influencer integration
• Community participation + hotel packaging
• Content engine for social, earned, and video storytelling
Objective: Launch a signature cultural event that reinforces Anaheim’s identity as a place where fun, flavor, and fandom collide — and draws overnight visitation.
C. WE LOVE LOCALS CAMPAIGN
Positioning: Rooted in pride. Powered by community.
This campaign centers Anaheim and Garden Grove residents as ambassadors and advocates for the destination. It blends civic pride with local perks, spotlighting the small businesses, people, and stories that shape our identity.
• Resident reward programs + exclusive offers
• “Locals of Anaheim” storytelling series
• Hyperlocal social content + shareable moments
• Community influencer partnerships
• Pride-building outdoor and in-market takeovers
Objective: Build local loyalty and civic pride, while increasing resident understanding of tourism’s economic impact and their role in Anaheim and Garden Grove’s success story.
D. 100 DAYS ’TIL SUMMER
Positioning: Countdown to sunshine. Fuel the trip before it starts.
Returning for its second year, this campaign leverages the anticipation of summer to drive early bookings and spring/summer travel intent. It will evolve to feature:
• New storytelling angles and content creators
• Fan-favorite attractions, under-the-radar experiences
• Countdown-themed visuals and social integration
• Hotel offers and family travel bundles
Objective: Drive shoulder season demand while positioning Anaheim as the kickoff to summer energy — perfect for family trips, fan adventures, and multigenerational getaways.
E. SECRET SAVINGS SEASON
Positioning: The best-kept secret in SoCal travel. This fall/winter campaign targets value-conscious travelers with exclusive hotel offers, limited-time deals, and insider tips — all wrapped in elevated brand storytelling.
• Smart, design-forward creative that still communicates value
• Limited-time hotel packaging and promo codes
• Geo-targeted media across drive markets
• Influencer-led “secret itinerary” content series
Objective: Convert travel intention during traditionally softer periods, while elevating the perception of value and experience in one cohesive push.
Goals & KPIs
The following goals and key performance indicators (KPIs) guide our 2026 marketing strategy. These measures are designed to evaluate progress across brand, campaign, audience, and stakeholder priorities. While not prescriptive in terms of outcome, they provide a clear framework for performance tracking and strategic alignment.
BRAND HEALTH & AWARENESS
Goal: Monitor how the new brand is resonating across key audiences.
KPIs:
• Unaided and aided awareness
• Brand health tracking: Relevance, Distinctiveness, and Ease
• Audience sentiment toward new brand identity and tone
• Share of voice vs. competitive set in leisure and M&C categories
AUDIENCE ENGAGEMENT & REACH
Goal: Track how effectively we are reaching, inspiring, and engaging core personas.
KPIs:
• Social media engagement rate and follower growth
• Influencer/content creator engagement and reach
• Email open/click-through rates (leisure and M&C)
• Mindtrip AI usage data
CAMPAIGN PERFORMANCE
Goal: Evaluate effectiveness of key campaigns across paid, owned, and earned media.
KPIs:
• Campaign impressions, CTR, and engagement by channel
• Hotel offer click-through and referral volume
• Video views and completion rates
• Partner participation and campaign amplification
ROOM NIGHTS GENERATED: THE IMPACT OF LEISURE MARKETING
Goal: Track marketing’s contribution to incremental overnight visitation across key segments.
KPIs:
• Leisure room nights influenced by Visit Anaheim campaigns
• Booking trends via OTAs, direct partner reporting, and campaign tracking links
• Pace comparisons and year-over-year change in room night volume
MEETINGS & CONVENTIONS (M&C)
Goal: Measure visibility and engagement within the M&C planner audience.
KPIs:
• Engagement on M&C landing pages and campaign creative
• Increase thought leadership and white paper opportunities
• Trade media impressions and engagement
COMMUNITY & STAKEHOLDER IMPACT
Goal: Ensure local alignment and shared benefit across residents, partners, and city stakeholders.
KPIs:
• Participation in “We Love Locals” campaign
• Local business mentions/engagement in campaign content
• Positive sentiment and civic pride
• Stakeholder satisfaction and brand alignment
Measurement & Optimization
Our performance strategy is rooted in real-time learning and continuous refinement. We use a combination of internal data, third-party insights, and partner tools to inform strategic decisions, optimize campaigns, and align with broader industry trends.
PERFORMANCE INPUTS & REPORTING TOOLS
• Tourism Economics – Destination-level economic impact modeling and forecasting
• Symphony Attribution – Unified, cross-channel media measurement tool powered by Tourism Economics; helps quantify ROI and optimize investment mix
• Google Analytics 4 (GA4) – Website traffic, engagement, and conversion behavior
• Dash Hudson – Social content performance and engagement tracking
• STR Reports – Hotel performance data (occupancy, ADR, RevPAR)
• Looker Enterprise – Cross-platform campaign reporting and visualization
• Visit California Research: Statewide tourism benchmarking and audience trend and sentiment data to compare performance and guide targeting and messaging.
• U.S. Travel Association Data: National travel industry performance and policy and advocacy insights used for macro trend tracking and forecasting.
• Epsilon Net Economic Impact Reports: Models data to measure the incremental economic impact of visitors, events, and tourism programs.
• Simpleview CRM: Centralizes and analyzes destination sales, partner, and group business data.
• Cvent Tracks and analyzes meetings and event sourcing, bookings, and attendance data.
• Datafy: Connects marketing and conversion data to measure campaign performance and ROI.
• Future Partners: Uses tourism research and data analysis to inform destination strategy and planning.
• TravelClick: Analyzes hotel demand, pricing, and competitive performance data.
• Azira: Uses mobile location data to analyze visitation patterns and campaign lift.
• MMGY: Applies travel research and marketing analytics to guide brand and media strategy.
• OpenTable: Provides restaurant reservation data to analyze visitor demand and spending behavior.
• TSA: Supplies air traveler screening data used to analyze travel volume trends.
• OAG: Provides airline schedule and seat capacity data for air service analysis.
• GCT (Group & Convention Tracking): Tracks and analyzes meetings and convention performance data.
