Skip to content
Nonprofiteer
← GREATER MADISON CONVENTION & VISITOR BUREAU INC

Form 990 for tax year 2022

Filed by GREATER MADISON CONVENTION & VISITOR BUREAU INC.

Totals

Total revenue
$6,133,257
Total expenses
$6,609,622
Contributions and grants received
$1,154,500
Grants paid
$7,500
Program service revenue
$5,010,182
Investment income
-$46,244
Other revenue
$14,819
Total assets, end of year
$10,029,762
Total liabilities, end of year
$1,982,916
Net assets or fund balances, end of year
$8,046,846
Program services expenses (Part IX)
not reported
Management and general expenses
not reported
Fundraising expenses
not reported
Program service expenses (Part III)
not reported

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.

  • 1c · Fundraising events

    $7,500

  • 1d · Related organizations

    $100,000

  • 1e · Government grants (contributions)

    $1,047,000

  • 2a · Program service revenue: CONTRACT REVENUE

    total $4,584,641 · related or exempt $4,584,641

  • 2b · Program service revenue: PARTNERSHIP DUES

    total $203,491 · related or exempt $203,491

  • 2f · All other program service revenue

    total $222,050 · related or exempt $222,050

  • 3 · Investment income

    total $91,246 · excluded $91,246

  • 7a · Gross sales of assets other than inventory

    securities $228,265

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

    securities $365,755

  • 7c · Gain or loss

    securities -$137,490

  • 7d · Net gain or loss

    total -$137,490 · excluded -$137,490

  • 8a · Fundraising events: gross income

    $14,170

  • 8a · Fundraising events: contributions included on line 1c

    $7,500

  • 8b · Fundraising events: direct expenses

    $12,109

  • 8c · Net income from fundraising events

    total $2,061 · excluded $2,061

  • 11a · Other revenue: ADVERTISING INCOME

    total $12,758 · unrelated business $12,758

  • 11e · Other revenue, total

    $12,758

Functional expenses

Part IX, the statement of functional expenses.

  • 1 · Grants to domestic organizations and governments

    total $7,500

  • 5 · Compensation of officers, directors and key employees

    total $282,984

  • 7 · Other salaries and wages

    total $1,903,911

  • 8 · Pension plan contributions

    total $66,821

  • 9 · Other employee benefits

    total $224,395

  • 10 · Payroll taxes

    total $155,778

  • 11b · Fees: legal

    total $355

  • 11c · Fees: accounting

    total $21,485

  • 11g · Fees: other

    total $115,564

  • 12 · Advertising and promotion

    total $1,740,498

  • 13 · Office expenses

    total $139,011

  • 14 · Information technology

    total $201,806

  • 16 · Occupancy

    total $279,423

  • 19 · Conferences, conventions and meetings

    total $653,551

  • 22 · Depreciation, depletion and amortization

    total $52,713

  • 23 · Insurance

    total $16,240

  • 24a · Other expenses: PROGRAM EXPENSES

    total $478,539

  • 24b · Other expenses: RESEARCH EXPENSES

    total $187,714

  • 24c · Other expenses: MEMBERSHIPS & SUBSCRIPT

    total $81,334

Balance sheet

Part X, book values.

  • 1 · Cash, non-interest-bearing

    beginning of year $1,000

  • 2 · Savings and temporary cash investments

    beginning of year $7,837,622 · end of year $8,126,051

  • 4 · Accounts receivable

    beginning of year $367,301 · end of year $3,817

  • 9 · Prepaid expenses and deferred charges

    beginning of year $78,358 · end of year $85,765

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

    $1,646,968

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

    $591,009

  • 10c · Land, buildings and equipment, net

    beginning of year $125,487 · end of year $1,055,959

  • 11 · Investments: publicly traded securities

    beginning of year $719,840 · end of year $600,057

  • 15 · Other assets

    beginning of year $225,606 · end of year $158,113

  • 17 · Accounts payable and accrued expenses

    beginning of year $177,504 · end of year $379,426

  • 19 · Deferred revenue

    beginning of year $61,256 · end of year $120,672

  • 21 · Escrow or custodial account liability

    beginning of year $267,245 · end of year $247,000

  • 25 · Other liabilities

    beginning of year $325,998 · end of year $1,235,818

  • 27 · Net assets without donor restrictions

    beginning of year $8,523,211 · end of year $8,046,846

Mission and programs · 2022

Mission

GREATER MADISON CONVENTION & VISITORS BUREAU, INC.'S MISSION IS TO INSPIRE A LOVE OF MADISON. WE DO THIS BY LEADING AND DIRECTING THE DESTINATION'S TOURISM INDUSTRY IN STRATEGIC AND DYNAMIC ACTIVITIES. ACCOMPLISHING THIS MISSION WILL RESULT IN SUPPORT FOR OUR EFFORTS AND INCREASED, OPTIMUM LEVELS OF VISITOR TRAFFIC AND MAXIMUM GENERATION OF VISITOR DOLLARS FOR MADISON AND DANE COUNTY. THE IMPACT OF LIVING THIS MISSION ON A DAY-TO-DAY BASIS IS SUMMED UP BY OUR VISION FOR THE DESTINATION, OUR DESTINATION PARTNERS, AND OUR ORGANIZATION TEAM: MADISON IS A PLACE FOR ALL.

Activities or mission (Part I)

TO PROMOTE THE GREATER MADISON AREA AS A CONVENTION AND TOURIST LOCATION.

  • CONVENTION SERVICES:SERVICES TO MEETING PLANNERS, CONVENTIONS, INCLUDING DELEGATE HOUSING, PROGRAM PLANNING ASSISTANCE, AND PROVISION OF MEETING SUPPLIES.

  • SALES:DIRECT AND INDIRECT SALES TO CONVENTION AND MEETING PLANNERS, GROUP TOUR OPERATIONS, TOURISTS, AND LOCAL BUSINESSES.

  • PARTNERSHIP SERVICES:SERVICES TO MEMBERS INCLUDING SALES REFERRALS, MARKETING, AND BUSINESS PLANNING.

  • VISITOR SERVICES:SERVICES PROVIDED TO PROSPECTIVE VISITORS TO MADISON AND THE SURROUNDING AREA.

  • SPORTS MARKETING:DIRECT AND INDIRECT SALES TO SPORTS ORGANIZERS AND RIGHTS HOLDERS TO PROMOTE MADISON AS A HOST CITY FOR THEIR EVENT.

As filed on the 2022 return. The filer continues this part on Schedule O, which is not shown here.

Listed in Part VII

  • Greg Frank

    IMMEDIATE PAST CHAIR

    Total calculated
    $0
    Hours/week
    2 + 0.5 related

  • Rob Crain

    CHAIR

    Total calculated
    $0
    Hours/week
    4

  • Jane Clark

    VICE CHAIR

    Total calculated
    $0
    Hours/week
    4

  • Steve Zanoni

    SECRETARY

    Total calculated
    $0
    Hours/week
    4

  • Brewer Stouffer

    TREASURER

    Total calculated
    $0
    Hours/week
    4

  • Turina Bakken

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Sheri Carter

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Mark Clear

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Baltazar De Anda Santana

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Thomas Dott

    DIRECTOR (THRU MAR 2022)

    Total calculated
    $0
    Hours/week
    2

  • Chuck Erickson

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Jason Fields

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Leila Godkin

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Jeff Haupt

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Charles Hoslet

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Laura Cullen Huibregtse

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Angela Kinderman

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Tyler Leeper

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Joe Loehnis

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Sandy Morales

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Joel Plant

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Eric Rottier

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Judd Schemmel

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Marc Sherry

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Shelia Stubbs

    DIRECTOR (THRU MAR 2022)

    Total calculated
    $0
    Hours/week
    2

  • Missy Tracy

    DIRECTOR(THRU DEC 2022)

    Total calculated
    $0
    Hours/week
    2

  • Noble Wray

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2

  • Ellie Westman Chin

    PRESIDENT & CEO

    Total calculated
    $282,984
    From this org
    $254,063
    From related orgs
    $0
    Other
    $28,921
    Hours/week
    40 + 1 related

    Schedule J breakdown matched by us

    Base
    $221,263
    Bonus
    $32,800
    Other
    $0
    Deferred
    $8,768
    Nontaxable benefits
    $20,153
    Filer's total
    $282,984

  • Kate Dale

    VP OF MARKETING & BRAND STRATEGY

    Total calculated
    $149,940
    From this org
    $126,321
    From related orgs
    $0
    Other
    $23,619
    Hours/week
    40

  • Jamie Patrick

    VP OF SALES, SPORTS & SERVICES

    Total calculated
    $176,327
    From this org
    $143,325
    From related orgs
    $0
    Other
    $33,002
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $126,691
    Bonus
    $16,634
    Other
    $0
    Deferred
    $7,592
    Nontaxable benefits
    $25,410
    Filer's total
    $176,327

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 · Compensation committee
  • 3 · Independent compensation consultant
  • 3 · Written employment contract
  • 3 · Compensation survey or study
  • 3 · Approval by the board or compensation committee

Answered no

  • 4a · Severance or change-of-control payment
  • 4b · Supplemental nonqualified retirement plan
  • 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

Related organizations on this return

Schedule R Part II: tax-exempt organizations related to the filer by control. It does not record shared board members or money.

Provenance

Return type
form_990
Tax year
2022
Filed
10 April 2023
IRS schema version
2022v5.0
Source object
202341239349301614

Check it against the return as filed: the GivingTuesday Data Lake hosts a public copy of the original XML.

The source document this was parsed from is served over the API, which is where bulk and document access live.