Form 990 for tax year 2023

Totals

Total revenue

$32,068,498

Total expenses

$32,647,903

Contributions and grants received

$12,247,817

Grants paid

$1,500,000

Program service revenue

$19,267,629

Investment income

$102,065

Other revenue

$450,987

Total assets, end of year

$27,696,646

Total liabilities, end of year

$15,946,255

Net assets or fund balances, end of year

$11,750,391

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.

Mission and programs · 2023

• CITY SALES AND MARKETING: FISCAL YEAR 2024 (FY24) 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 GROUNDBREAKING OF THE KAY BAILEY HUTCHISON CONVENTION CENTER MASTER PLAN, WHICH WILL CHANGE DALLAS' URBAN LANDSCAPE FOR DECADES TO COME. TO DATE, THE VISIT DALLAS TEAM HAS SUCCESSFULLY BOOKED 59 DEFINITE CONVENTIONS, REPRESENTING $1.56 BILLION IN FUTURE ECONOMIC IMPACT FOR 2029 AND BEYOND. THIS ENTHUSIASM UNDERSCORES THE STRONG DEMAND FOR DALLAS AS A CONVENTION DESTINATION.IN FY24, VISIT DALLAS BOOKED 2.4 MILLION ROOM NIGHTS FOR A TOTAL ECONOMIC IMPACT OF $2.49 BILLION. THE TEAM BOOKED 1,484 EVENTS, INCLUDING 19 CITYWIDES. THESE EVENTS ARE ESTIMATED TO BRING IN $1.5 BILLION ALONE IN DIRECT SPEND. THIS YEAR, AFTER TWO YEARS OF RESEARCH AND COLLABORATION BETWEEN VISIT DALLAS AND CITY LEADERS, COMMUNITY STAKEHOLDERS, AND RESIDENTS, DALLAS CELEBRATED THE LAUNCH OF A NEW UNIFIED DESTINATION BRAND IDENTITY FOR DALLAS A MAVERICK, CAN-DO SPIRIT. THE BRAND IS A DYNAMIC AND OWNABLE IDENTITY THAT AUTHENTICALLY REFLECTS THE QUALITIES, PERSONALITY AND VALUES THAT MAKE DALLAS WHAT IT IS TODAY AND SERVES AS A COMPETITIVE POSITIONING PLATFORM TO BUILD EQUITY AND INTEREST IN DALLAS FOR YEARS TO COME.IN JUNE, VISIT DALLAS LAUNCHED ITS NEW NATIONAL LEISURE AND TRADE CAMPAIGN 'CAUSE WE CAN. INSPIRED BY THE NEW DESTINATION BRAND AND ACCOMPANYING CORE PILLARS, THE 'CAUSE WE CAN CAMPAIGN SERVES AS THE CREATIVE EXPRESSION OF A MAVERICK CAN-DO SPIRIT AND INVITES VISITORS TO BE THEIR BEST, MOST AUDACIOUS AND FEARLESS SELVES. PRELIMINARY RESULTS SHOWED THE CAMPAIGN WAS INCREDIBLY EFFICIENT COMPARED TO PREVIOUS CAMPAIGNS, WITH COST PER AWARE HOUSEHOLD (CPAH) DECREASING BY NEARLY 30% (CPAH $0.10 IN FY24 COMPARED TO CPAH $0.34 IN FY23). IN ADDITION, THE ADS PERFORMED WELL ABOVE AVERAGE IN COMMUNICATING INTENDED MESSAGES, IMPROVING ON PERCEPTIONS OF DALLAS. ATTRIBUTES WITH THE GREATEST LIFT INCLUDE A PLACE THAT PRIORITIZES THE ARTS, WELCOMING, FUN, SIGHTSEEING OPPORTUNITIES (WHILE ON A BUSINESS TRIP), EXCITING NIGHTLIFE, ELEVATED, STUNNING, AND SURPRISING.THROUGH STRATEGIC MARKETING EFFORTS, THE VISIT DALLAS MARKETING TEAM EXCEEDED ITS FY24 ROOM NIGHT GOAL BY 3%, CONTRIBUTING A TOTAL OF 382,779 ROOM NIGHTS. THIS SUCCESS TRANSLATED INTO A SUBSTANTIAL ECONOMIC IMPACT OF $297,357,566, REPRESENTING A RETURN OF$148FOR EVERY DOLLAR SPENT ON ADVERTISING. ANOTHER EXCITING DEVELOPMENT IS DALLAS' INCLUSION IN THE MICHELIN GUIDE TEXAS. IN PARTNERSHIP WITH TRAVEL TEXAS, VISIT DALLAS PROUDLY ANNOUNCED THAT DALLAS WILL BE RECOGNIZED IN THIS WORLD-RENOWNED CULINARY GUIDE. THE MICHELIN GUIDE IS THE GOLD STANDARD IN CULINARY TOURISM, AND ITS INCLUSION WILL ELEVATE DALLAS' VIBRANT CULINARY SCENE, SHOWCASING THE CITY'S 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 $6.6 BILLION IN DIRECT SPENDING WITH A TOTAL IMPACT OF $10.5 BILLION TO THE CITY'S ECONOMY, GENERATING 59,000 JOBS. FY24 FOCUSED HEAVILY ON NEW BOOKING STRATEGIES FOR 2025-2028, 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 2025-2028. ALSO IN FY24, DALLAS MADE BIG HEADLINES WHEN IT WAS SELECTED TO HOST AN UNPRECEDENTED NINE MATCHES IN THE FIFA WORLD CUP 26. AS ONE OF THE HOST CITIES, DALLAS WILL WELCOME THOUSANDS OF INTERNATIONAL VISITORS, 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, DALLAS SPORTS COMMISSION (DSC) STANDARDS, HOSTING AN ANNUAL RECORD 86 EVENTS AND SECURING 163 BOOKINGS THIS FISCAL YEAR. THESE EFFORTS CONTRIBUTED TO OVER 450,000 ROOM NIGHTS AND WELCOMED OVER 900,000 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 RESULTED IN 366,442,787 MILLION IMPRESSIONS IN FY24.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 MANAGED BY VISIT DALLAS CONTINUED TO SIGNIFICANTLY IMPACT OUR CULTURAL INSTITUTIONS BY INJECTING NEARLY $1.5 MILLION TO BENEFIT 86 ORGANIZATIONS, GENERATING 266,763 REPORTED HOTEL ROOM NIGHTS.IN FY24, THE DTPID PROVIDED FUNDING TO SUPPORT 301 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 2023 return. The filer continues this part on Schedule O, which is not shown here.

Listed in Part VII

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

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

• THE NORTH TEXAS FWC ORGANIZING COMMITTEE

  $1,500,000

  GENERAL FUNDING

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.

• THE NORTH TEXAS FWC ORGANIZING COMMITTEE

  501(C)(6) · SEE PART VII · TX

  Directly controlled by DALLAS CONVENTION & VISITORS BUREAU

Provenance

Return type

form_990

Tax year

2023

Filed

7 August 2025

IRS schema version

2023v6.0

Source object

202532239349300633

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

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