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Nonprofiteer
← DALLAS CONVENTION & VISITORS BUREAU

Form 990 for tax year 2024

Filed by DALLAS CONVENTION & VISITORS BUREAU.

Totals

Total revenue
$25,924,101
Total expenses
$24,195,195
Contributions and grants received
$5,621,017
Grants paid
$0
Program service revenue
$19,345,140
Investment income
$342,923
Other revenue
$615,021
Total assets, end of year
$26,341,391
Total liabilities, end of year
$12,820,297
Net assets or fund balances, end of year
$13,521,094
Program services expenses (Part IX)
$0
Management and general expenses
$0
Fundraising expenses
$0
Program service expenses (Part III)
not reported

Program services were 0.0% of total expenses calculated — Part IX's program-services column over total expenses, both as filed.

Line items

Every line the filer filed in Parts VIII, IX and X, as filed and in filed order. Blank columns are left out, and the lines are not forced to add up to the totals above.

Revenue

Part VIII, the statement of revenue.

  • 1e · Government grants (contributions)

    $5,379,586

  • 1f · All other contributions, gifts and grants

    $241,431

  • 1g · Noncash contributions included above

    $241,431

  • 2a · Program service revenue: AUXILIARY EVENT REVENUE

    total $305,656 · related or exempt $305,656

  • 2b · Program service revenue: FEES/CONTRACTS FROM GOV A

    total $17,954,452 · related or exempt $17,954,452

  • 2c · Program service revenue: MEMBERSHIP DUES & ADMIN

    total $930,654 · related or exempt $930,654

  • 2d · Program service revenue: TICKET SALES

    total $154,378 · related or exempt $154,378

  • 3 · Investment income

    total $347,536 · excluded $347,536

  • 4 · Income from investment of tax-exempt bond proceeds

    total $0

  • 5 · Royalties

    total $0

  • 6d · Net rental income or loss

    total $0

  • 7a · Gross sales of assets other than inventory

    securities $140,742

  • 7b · Less cost or other basis and sales expenses

    securities $145,355

  • 7c · Gain or loss

    securities -$4,613

  • 7d · Net gain or loss

    total -$4,613 · excluded -$4,613

  • 8c · Net income from fundraising events

    total $0

  • 9c · Net income from gaming

    total $0

  • 10a · Gross sales of inventory

    $2,486

  • 10c · Net income from sales of inventory

    total $2,486 · related or exempt $2,486

  • 11a · Other revenue: ADMINISTRATION SERVICES

    total $213,306 · related or exempt $213,306

  • 11b · Other revenue: PTSP & SPONSORSHIPS

    total $266,702 · related or exempt $266,702

  • 11c · Other revenue: WEBSITE ADVERTISING

    total $124,363 · unrelated business $124,363

  • 11d · All other revenue

    total $8,164 · related or exempt $8,164

  • 11e · Other revenue, total

    $612,535

Functional expenses

Part IX, the statement of functional expenses.

  • 1 · Grants to domestic organizations and governments

    total $0

  • 2 · Grants to domestic individuals

    total $0

  • 3 · Grants to foreign organizations and individuals

    total $0

  • 4 · Benefits paid to or for members

    total $0

  • 5 · Compensation of officers, directors and key employees

    total $2,980,370

  • 6 · Compensation of disqualified persons

    total $0

  • 7 · Other salaries and wages

    total $8,015,560

  • 8 · Pension plan contributions

    total $489,878

  • 9 · Other employee benefits

    total $757,026

  • 10 · Payroll taxes

    total $758,087

  • 11a · Fees: management

    total $0

  • 11b · Fees: legal

    total $44,188

  • 11c · Fees: accounting

    total $66,491

  • 11d · Fees: lobbying

    total $0

  • 11e · Fees: professional fundraising services

    total $0

  • 11f · Fees: investment management

    total $0

  • 11g · Fees: other

    total $1,063,043

  • 12 · Advertising and promotion

    total $1,186,358

  • 13 · Office expenses

    total $21,713

  • 14 · Information technology

    total $756,575

  • 15 · Royalties

    total $0

  • 16 · Occupancy

    total $530,718

  • 17 · Travel

    total $506,637

  • 18 · Travel or entertainment for public officials

    total $0

  • 19 · Conferences, conventions and meetings

    total $5,313,916

  • 20 · Interest

    total $0

  • 21 · Payments to affiliates

    total $0

  • 22 · Depreciation, depletion and amortization

    total $0

  • 23 · Insurance

    total $83,681

  • 24a · Other expenses: CLIENT DEVELOPMENT

    total $411,712

  • 24b · Other expenses: DEPRECIATION EXPENSE

    total $341,816

  • 24c · Other expenses: SPONSORSHIPS/PARTNERSHIPS

    total $300,362

  • 24d · Other expenses: DUES & SUBSCRIPTIONS

    total $186,036

  • 24e · All other expenses

    total $381,028

Balance sheet

Part X, book values.

  • 1 · Cash, non-interest-bearing

    beginning of year $6,923,151 · end of year $14,242,091

  • 2 · Savings and temporary cash investments

    end of year $0

  • 3 · Pledges and grants receivable

    end of year $0

  • 4 · Accounts receivable

    beginning of year $17,033,568 · end of year $9,456,217

  • 5 · Loans and receivables from officers and key people

    end of year $0

  • 6 · Loans and receivables from disqualified persons

    end of year $0

  • 7 · Other notes and loans receivable

    beginning of year $351,555 · end of year $240,118

  • 8 · Inventories for sale or use

    end of year $0

  • 9 · Prepaid expenses and deferred charges

    beginning of year $918,958 · end of year $724,067

  • 10a · Land, buildings and equipment: cost or other basis

    $935,024

  • 10b · Land, buildings and equipment: accumulated depreciation

    $545,064

  • 10c · Land, buildings and equipment, net

    beginning of year $523,166 · end of year $389,960

  • 11 · Investments: publicly traded securities

    beginning of year $275,579 · end of year $422,221

  • 12 · Investments: other securities

    end of year $0

  • 13 · Investments: program-related

    end of year $0

  • 14 · Intangible assets

    beginning of year $1,431,672 · end of year $334,456

  • 15 · Other assets

    beginning of year $238,997 · end of year $532,261

  • 17 · Accounts payable and accrued expenses

    beginning of year $6,586,902 · end of year $5,387,434

  • 19 · Deferred revenue

    beginning of year $8,401,837 · end of year $6,928,054

  • 25 · Other liabilities

    beginning of year $957,516 · end of year $504,809

  • 27 · Net assets without donor restrictions

    beginning of year $11,744,354 · end of year $13,521,094

  • 28 · Net assets with donor restrictions

    beginning of year $6,037

Mission and programs · 2024

Mission

OUR MISSION IS TO MARKET DALLAS GLOBALLY TO BENEFIT OUR COMMUNITY ANDVISITORS.

Activities or mission (Part I)

OUR MISSION IS TO MARKET DALLAS GLOBALLY TO BENEFIT OUR COMMUNITY AND VISITORS.

  • CITY SALES AND MARKETING:FISCAL YEAR 2025 (FY25) WAS MARKED BY SIGNIFICANT MILESTONES AND DEVELOPMENT IN DALLAS' FUTURE, UNDERSCORING A COMMITMENT TO ENHANCING THE CITY AS A PREMIER DESTINATION FOR BUSINESS AND LEISURE TRAVEL. IT WAS DEFINED BY THE PROGRESS OF SEVERAL KEY PROJECTS, SUCCESSFUL PARTNERSHIPS AND STRATEGIC EFFORTS, MOST NOTABLY THE ANNOUNCEMENT OF FIFA MATCHES AND THE CONTINUATION OF THE KAY BAILEY HUTCHISON CONVENTION CENTER MASTER PLAN, WHICH WILL CHANGE DALLAS' URBAN LANDSCAPE FOR DECADES TO COME. A KEY COMPONENT OF THE MASTER PLAN IS THE DEVELOPMENT OF A NEW CONVENTION CENTER THAT WILL PROVIDE AN INTEGRATED VERTICAL FOOTPRINT, ENHANCED SPACES AND A REDEVELOPED CONVENTION DISTRICT. TO ACCOMMODATE CONSTRUCTION, A PORTION OF THE CENTER CLOSED IN JULY 2025. THE VISIT DALLAS TEAM HAS SUCCESSFULLY BOOKED 68 DEFINITE CONVENTIONS IN THE NEW CONVENTION CENTER, REPRESENTING $1.75 BILLION IN FUTURE ECONOMIC IMPACT FOR 2029 AND BEYOND. THIS ENTHUSIASM UNDERSCORES THE STRONG DEMAND FOR DALLAS AS A CONVENTION DESTINATION.IN FY25, VISIT DALLAS BOOKED 1.3 MILLION ROOM NIGHTS FOR A TOTAL ECONOMIC IMPACT OF $1.55 BILLION. THE TEAM BOOKED 1,400 EVENTS, INCLUDING 19 CITYWIDES. IN FY25, VISIT DALLAS CONTINUED TO BUILD ON THE SUCCESS OF ITS NATIONAL LEISURE AND TRADE CAMPAIGN, CAUSE WE CAN, FURTHER AMPLIFYING THE CITYS MAVERICK, CAN-DO SPIRIT THROUGH TARGETED, HIGH-IMPACT MEDIA PLACEMENTS. GUIDED BY THE SMARI MARKET POTENTIAL MODEL, THE CAMPAIGN MAINTAINED A STRONG PRESENCE IN KEY REGIONAL DRIVE AND FLY MARKETS WHILE STRATEGICALLY EXPANDING INTO LARGER NATIONAL DMAS TO MAXIMIZE RETURN ON INVESTMENT. THIS YEARS RESULTS UNDERSCORE THE STRENGTH AND CONTINUED MOMENTUM OF THE CAUSE WE CAN CAMPAIGN. VISIT DALLAS ACHIEVED RECORD-SETTING EFFICIENCY WITH A $0.06 COST PER AWARE HOUSEHOLDDOWN FROM $0.19 IN FY24 AND $0.26 IN FY23. EXPANSION INTO LARGER MARKETS HAS CONTINUED TO YIELD STRONG RETURNS, AS THESE VISITORS TEND TO STAY LONGER AND SPEND MORE. THE OVERALL DIRECT IMPACT OF PAID MEDIA INCREASED BY MORE THAN 60% TO $307 MILLION, DRIVING 526,000 INFLUENCED ROOM NIGHTSUP FROM 382,000 FROM LAST FISCAL YEAR AND GENERATING A REMARKABLE ROI OF $159:1, UP FROM $148:1 THE PREVIOUS YEAR.ANOTHER EXCITING DEVELOPMENT IS THE CONTINUATION OF DALLAS INVOLVEMENT IN THE MICHELIN GUIDE TEXAS. THE MICHELIN GUIDE IS THE GOLD STANDARD IN CULINARY TOURISM, AND DALLAS INCLUSION WILL ELEVATE THE CITYS VIBRANT CULINARY SCENE, DIVERSE OFFERINGS, AND WORLD-CLASS CHEF COMMUNITY. THIS RECOGNITION POSITIONS DALLAS AS A PREMIER DINING DESTINATION ALONGSIDE AUSTIN, FORT WORTH, HOUSTON, AND SAN ANTONIO.

  • EVENT PROCUREMENT AND HOSPITALITY:VISITORS TO DALLAS CONTRIBUTED $6.9 BILLION IN DIRECT SPENDING WITH A TOTAL IMPACT OF $10.9 BILLION TO THE CITY'S ECONOMY, GENERATING 60,000 JOBS. FY25 FOCUSED HEAVILY ON NEW BOOKING STRATEGIES FOR 2026-2029, DURING THE CONSTRUCTION PHASE OF THE NEW CONVENTION CENTER. THE PRIMARY FOCUS IS TO BOOST GROUP BUSINESS FOCUSING ON MINIWIDES AND SELF-CONTAINED BUSINESS WITH NEW INCENTIVES, COUNTERING THE REVENUE IMPACT ON THE CITY DURING THE CONSTRUCTION PERIOD. THIS KEY INITIATIVE INVOLVES COLLABORATING WITH TOP THIRD-PARTY MEETING PLANNING PARTNERS AND SELLING AVAILABLE DATES DURING THE CONSTRUCTION PERIOD BY OFFERING INCREASED INCENTIVES TO THEIR CUSTOMERS FOR CONFIRMED BUSINESS BETWEEN 2026-2029.IN FY25, DALLAS MADE BIG HEADLINES WHEN IT WAS SELECTED TO HOST THE INTERNATIONAL BROADCAST CENTER FOR THE FIFA WORLD CUP 2026. IN ADDITION TO WELCOMING THOUSANDS OF VISITORS, DALLAS WILL SERVE AS THE BROADCAST LOCATION FOR ALL THE MATCHES, PLACING THE CITY ON THE GLOBAL STAGE AND FURTHER BOOSTING ITS TOURISM INDUSTRY. THE WORLD CUP WILL NOT ONLY BRING ECONOMIC BENEFITS BUT ALSO ENHANCE DALLAS' INTERNATIONAL REPUTATION FOR YEARS TO COME.THIS YEAR, EVENTS BOOKED BY THE DALLAS SPORTS COMMISSION (DSC) WELCOMED OVER 990,000 ATTENDEES TO DALLAS. THESE RESULTS UNDERSCORED DALLAS' GROWING REPUTATION AS A PREMIER DESTINATION FOR SPORTS, TOURISM, AND MAJOR EVENTS.

  • DTPID PROGRAM MANAGEMENT:PAID MEDIA PLACEMENTS EXECUTED THROUGH THE VISIT DALLAS TEAM DELIVERED MASSIVE REACH, OUTPERFORMING GOALS AND BENCHMARKS IN ALL KEY CATEGORIES AND RESULTING IN OVER 317 MILLION IMPRESSIONS IN FY25. DTPID-SPONSORED CONFERENCES AND TRADESHOWS WERE EXECUTED BY VISIT DALLAS TO AMPLIFY THE DALLAS BRAND. THESE EVENTS PRODUCED VITAL ONE-ON-ONE APPOINTMENTS WITH ACCESS TO IMPORTANT DECISION-MAKERS WHO DETERMINE THE PLACEMENT OF FUTURE EVENTS AND MEETINGS. THE DTPID EVENT MARKETING INCENTIVE PROGRAM, MANAGED BY VISIT DALLAS, CONTINUED TO SIGNIFICANTLY IMPACT OUR CULTURAL INSTITUTIONS BY INJECTING NEARLY $1.7 MILLION TO BENEFIT 87 ORGANIZATIONS, GENERATING OVER 260,000 REPORTED HOTEL ROOM NIGHTS.IN FY25, DTPID PROVIDED FUNDING TO SUPPORT MORE THAN 350 SITE VISITS AND FAMS - KEEPING DALLAS A TOP PLAYER IN WORLDWIDE DESTINATIONS - AS VISIT DALLAS BROUGHT TOUR OPERATORS, TRAVEL AGENTS, JOURNALISTS, AND EVENT PLANNERS TO DALLAS TO EXPERIENCE THE CITY FIRST-HAND.

As filed on the 2024 return.

Listed in Part VII

  • Craig Davis

    President & CEO

    Total calculated
    $717,924
    From this org
    $672,646
    From related orgs
    $0
    Other
    $45,278
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $461,423
    Bonus
    $201,323
    Other
    $9,900
    Deferred
    $17,250
    Nontaxable benefits
    $28,028
    Filer's total
    $717,924

  • Donald Brad Kent

    SVP, CHIEF SALES OFFICER

    Total calculated
    $475,988
    From this org
    $434,959
    From related orgs
    $0
    Other
    $41,029
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $341,288
    Bonus
    $93,671
    Other
    not reported
    Deferred
    $18,585
    Nontaxable benefits
    $22,444
    Filer's total
    $475,988

  • Jacqueline Rutledge-Thru 125

    CFO

    Total calculated
    $436,545
    From this org
    $404,455
    From related orgs
    $0
    Other
    $32,090
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $304,455
    Bonus
    $100,000
    Other
    not reported
    Deferred
    $12,242
    Nontaxable benefits
    $19,848
    Filer's total
    $436,545

  • Jennifer Walker

    SVP, CMO

    Total calculated
    $369,341
    From this org
    $339,871
    From related orgs
    $0
    Other
    $29,470
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $281,688
    Bonus
    $58,183
    Other
    not reported
    Deferred
    $16,994
    Nontaxable benefits
    $12,476
    Filer's total
    $369,341

  • Mark Thompson

    SVP, TOURISM & OPERATIONS

    Total calculated
    $338,389
    From this org
    $312,932
    From related orgs
    $0
    Other
    $25,457
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $256,757
    Bonus
    $56,175
    Other
    not reported
    Deferred
    $12,863
    Nontaxable benefits
    $12,594
    Filer's total
    $338,389

  • Monica Paul

    EXECUTIVE DIRECTOR, DSC

    Total calculated
    $332,386
    From this org
    $310,191
    From related orgs
    $0
    Other
    $22,195
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $244,998
    Bonus
    $65,193
    Other
    not reported
    Deferred
    $10,574
    Nontaxable benefits
    $11,621
    Filer's total
    $332,386

  • Cheryl Richards

    SVP, CHIEF EOI OFFICER

    Total calculated
    $293,499
    From this org
    $257,623
    From related orgs
    $0
    Other
    $35,876
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $202,249
    Bonus
    $55,374
    Other
    not reported
    Deferred
    $11,272
    Nontaxable benefits
    $24,604
    Filer's total
    $293,499

  • Peter Gould

    VP COMPLIANCE/LEGA

    Total calculated
    $234,081
    From this org
    $203,170
    From related orgs
    $0
    Other
    $30,911
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $202,970
    Bonus
    $200
    Other
    not reported
    Deferred
    $10,159
    Nontaxable benefits
    $20,752
    Filer's total
    $234,081

  • Michael Rudowski

    VP OF RESEARCH & I

    Total calculated
    $228,114
    From this org
    $192,086
    From related orgs
    $0
    Other
    $36,028
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $157,900
    Bonus
    $34,186
    Other
    not reported
    Deferred
    $9,604
    Nontaxable benefits
    $26,424
    Filer's total
    $228,114

  • Jennifer Bumbalo

    VP OF SALES

    Total calculated
    $216,563
    From this org
    $205,603
    From related orgs
    $0
    Other
    $10,960
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $150,911
    Bonus
    $54,692
    Other
    not reported
    Deferred
    $8,108
    Nontaxable benefits
    $2,852
    Filer's total
    $216,563

  • Herminia Munoz

    VP OF SALES

    Total calculated
    $213,947
    From this org
    $187,830
    From related orgs
    $0
    Other
    $26,117
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $163,600
    Bonus
    $24,230
    Other
    not reported
    Deferred
    $8,180
    Nontaxable benefits
    $17,937
    Filer's total
    $213,947

  • Lacey Cook

    REG. DIR. OF SALES

    Total calculated
    $207,503
    From this org
    $188,821
    From related orgs
    $0
    Other
    $18,682
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $152,228
    Bonus
    $36,593
    Other
    not reported
    Deferred
    $6,627
    Nontaxable benefits
    $12,055
    Filer's total
    $207,503

  • Dariela Esquivel

    BOARD SECRETARY

    Total calculated
    $125,241
    From this org
    $107,898
    From related orgs
    $0
    Other
    $17,343
    Hours/week
    40

  • Teresa Coleman Wash

    Director

    Total calculated
    $0
    Hours/week
    0

  • Chris Heinbaugh

    Director

    Total calculated
    $0
    Hours/week
    0

  • Stephen D'Agostino

    Director

    Total calculated
    $0
    Hours/week
    0

  • Traci Mayer

    Director

    Total calculated
    $0
    Hours/week
    0

  • Steve Goldberg

    Director

    Total calculated
    $0
    Hours/week
    0

  • Harrison Blair

    Director

    Total calculated
    $0
    Hours/week
    0

  • Pio Del Castillo

    Director

    Total calculated
    $0
    Hours/week
    0

  • Marnese Barskdale Elder

    Director

    Total calculated
    $0
    Hours/week
    0

  • Jean Dean

    Director

    Total calculated
    $0
    Hours/week
    0

  • Chris Pilavakis

    Director

    Total calculated
    $0
    Hours/week
    0

  • Greg White

    Director

    Total calculated
    $0
    Hours/week
    0

  • Amy Tharp

    Director

    Total calculated
    $0
    Hours/week
    0

  • Mitzi Tally

    Director

    Total calculated
    $0
    Hours/week
    0

  • Bruce Roy

    Director

    Total calculated
    $0
    Hours/week
    0

  • Virgile Rivet

    Director

    Total calculated
    $0
    Hours/week
    0

  • Mayur Patel

    Director

    Total calculated
    $0
    Hours/week
    0

  • Jesse Oliver

    Director

    Total calculated
    $0
    Hours/week
    0

  • Steve Kemble

    Director

    Total calculated
    $0
    Hours/week
    0

  • Kiyundra Jones

    Director

    Total calculated
    $0
    Hours/week
    0

  • April Allen

    Director

    Total calculated
    $0
    Hours/week
    0

  • Adam Bazaldua

    Director

    Total calculated
    $0
    Hours/week
    0

  • Duane Dankesreiter

    Director

    Total calculated
    $0
    Hours/week
    0

  • Ricardo Ortiz

    Director

    Total calculated
    $0
    Hours/week
    0

  • Mary Pat Higgins

    BOARD CHAIR

    Total calculated
    $0
    Hours/week
    0

  • James Smith

    BOARD CHAIR ELE

    Total calculated
    $0
    Hours/week
    0

  • Kathie Parsons-525

    CFO

    Total calculated
    $0
    Hours/week
    40

Compensation is as filed in Part VII: reportable pay from this organization and from related organizations, other compensation, and hours per week. The total, marked calculated, is our sum of the three dollar columns, with a blank column counted as $0; the form itself has no total. On a Form 990-EZ the columns are Part IV's instead, and on a Form 990-PF Part VIII's — compensation, contributions to benefit plans, and expense account — and the total sums those. A Schedule J breakdown is as filed: base pay, bonus, other, deferred compensation and nontaxable benefits from this organization, with any from related organizations beside each, and the filer's own total. It is shown with the Part VII listing of the same name on the same return. The form gives no key between the two, so that pairing is ours, and is marked matched by us.

Schedule J

Answered yes

  • 3 · Written employment contract
  • 3 · Approval by the board or compensation committee
  • 4b · Supplemental nonqualified retirement plan

Answered no

  • 4a · Severance or change-of-control payment
  • 4c · Equity-based compensation arrangement

Part I's answers as filed. A line not listed was left unanswered; on lines 1a and 3 that means the box was not checked.

Grants on this return

No itemized grants to organizations on this return.

Provenance

Return type
form_990
Tax year
2024
Filed
17 July 2026
IRS schema version
2024v5.2
Source object
202621989349300017

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