Form 990 for tax year 2022

Totals

Total revenue

$31,461,306

Total expenses

$30,424,745

Contributions and grants received

$12,988,941

Grants paid

$7,737,000

Program service revenue

$18,017,738

Investment income

-$42,007

Other revenue

$496,634

Total assets, end of year

$24,525,599

Total liabilities, end of year

$12,234,598

Net assets or fund balances, end of year

$12,291,001

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 · 2022

• CITY SALES AND MARKETING: FISCAL YEAR 2023 (FY23) 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 PASSING OF PROPOSITION A WHICH CEMENTED DALLAS' PLANS AND FUNDING FOR A NEW AND EXPANDED CONVENTION CENTER. THE BALLOT INITIATIVE AUTHORIZED A 2% INCREASE IN THE CITY'S HOTEL OCCUPANCY TAX, AND PLANS ARE ON TRACK TO BREAK GROUND FOR THE NEW CONVENTION CENTER IN 2024.THE MEETINGS AND EVENTS LANDSCAPE CONTINUES TO IMPROVE. OVER THE PAST SEVERAL YEARS, LEAD VOLUME HAS CONTINUED TO INCREASE. IN FY23, THE VISIT DALLAS SALES TEAM SURPASSED FY19 LEAD VOLUME BY ALMOST 500 LEADS.IN FY23, VISIT DALLAS BOOKED BOOKED 2.13 MILLION ROOM NIGHTS FOR A TOTAL ECONOMIC IMPACT OF $2.27 BILLION. THE TEAM BOOKED 1,416 EVENTS, INCLUDING 17 CITYWIDES. OUR DYNAMIC SALES TEAM PURSUED NEW OR RENEWED LEADS AND SECURED 33 CITYWIDE BOOKINGS FOR 2029 AND BEYOND, REPRESENTING 649,472 DEFINITE NEW ROOM NIGHTS. WITH KEY PARTNERS THROUGHOUT THE CITY, VISIT DALLAS TOOK A LEADERSHIP ROLE IN SOLIDIFYING A NEW, UNIFIED DESTINATION BRAND IDENTITY. THROUGH EXTENSIVE RESEARCH, INCLUDING INTERVIEWS, SURVEYS, FOCUS GROUPS, AND WORKSHOPS, ONE THING BECAME VERY CLEAR - THE STRENGTH OF DALLAS LIES IN ITS PEOPLE. THIS VIBRANT COMMUNITY IS CHARACTERIZED BY A CAN-DO SPIRIT, PRIDE AND WELCOMING PERSONALITY. IN SEPTEMBER 2023, THE MARKETING AND BRAND COMMITTEES APPROVED THE FINAL BRAND PLATFORM RECOMMENDATION.AS THE VISIT DALLAS MARKETING TEAM WORKED THROUGH A TRANSITION YEAR BETWEEN ADVERTISING AGENCY PARTNERS, THE FIND YOUR ALL PAID MEDIA CAMPAIGN RAN IN PRIMARY MARKETS.THE TOTAL PAID MEDIA INVESTMENT FOR FY23 WAS $3.5 MILLION - 70% INVESTED IN THE LEISURE MARKET AND 30% INVESTED IN TRADE - AND PRODUCED MORE THAN 246 MILLION IMPRESSIONS AND 147,000 VISITS. MOST NOTABLY, CAMPAIGN PERFORMANCE EXCEEDED THE FY23 MARKETING ROOM NIGHT GOAL BY AN IMPRESSIVE 13%, CONTRIBUTING A TOTAL OF 320,670 ROOM NIGHTS. THIS SUCCESS TRANSLATED TO A SUBSTANTIAL ECONOMIC IMPACT OF $240,380,820, REPRESENTING A RETURN OF $125 FOR EVERY DOLLAR SPENT ON ADVERTISING.

• EVENT PROCUREMENT AND HOSPITALITY: VISITORS TO DALLAS CONTRIBUTED $6 BILLION IN DIRECT SPENDING WITH A TOTAL IMPACT OF $9.6 BILLION TO THE CITY'S ECONOMY, GENERATING 56,000 JOBS. FY23 FOCUSED HEAVILY ON NEW BOOKING STRATEGIES FOR 2025-2028. IN RESPONSE TO THE UPCOMING CONSTRUCTION OF A NEW CONVENTION CENTER BEGINNING IN 2024, THE VISIT DALLAS SALES COMMITTEE AND TEAM, ALONG WITH THE DTPID BOARD OF DIRECTORS, PROACTIVELY ADDRESSED POTENTIAL ROOM NIGHT LOSSES IN 2025-2028. THE PRIMARY FOCUS IS TO BOOST GROUP BUSINESS BY INTRODUCING 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 FY23, THE DALLAS SPORTS COMMISSION (DSC) HOSTED THE 2023 NCAA WOMEN'S FINAL FOUR. THE FINAL FOUR WAS A COMBINED CHAMPIONSHIP WITH DIVISION I, DIVISION II AND DIVISION III NATIONAL CHAMPIONSHIPS HOSTED AT THE AMERICAN AIRLINES CENTER. OVER 18.9M VIEWERS TUNED INTO THE BROADCAST TO SEE LSU COME AWAY THE DI NATIONAL CHAMPION. EACH GAME HAD 19,000 FANS IN ATTENDANCE, WITH 46 OUT OF 50 STATES REPRESENTED. OVERALL, THE 2023 NCAA WOMEN'S FINAL FOUR HAS PROVEN TO BE ONE OF THE WORLD'S MOST SUCCESSFUL WOMEN'S SPORTING EVENTS, AND AS THE CHERRY ON TOP, THE DSC SECURED THE 2031 NCAA WOMEN'S FINAL FOUR. DALLAS WAS ALSO RECOGNIZED AS THE NO. 1 SPORTS BUSINESS CITY BY SPORTS BUSINESS JOURNAL (SBJ) ON MARCH 20, 2023.

• DTPID PROGRAM MANAGEMENT:PAID MEDIA PLACEMENTS EXECUTED THROUGH THE VISIT DALLAS TEAM RESULTED IN 246 MILLION IMPRESSIONS IN FY23.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 74 ORGANIZATIONS, GENERATING 172,605 REPORTED HOTEL ROOM NIGHTS.IN FY23, THE DTPID PROVIDED FUNDING TO SUPPORT 324 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 2022 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

• NCAA

  $1,580,000

  EVENT SUPPORT

• VARSITY BRANDS HOLDING INC DBA VARSITY SPIRIT LLC (NCANDA)

  $1,495,000

  EVENT SUPPORT

• NATIONAL AUTOMOBILE DEALERS ASSOCIATION (NADA)

  $600,000

  EVENT SUPPORT

• ROBOTICS EDUCATION & COMPETITION FOUNDATION INC

  $600,000

  EVENT SUPPORT

• MMA CREATIVE

  $485,000

  EVENT SUPPORT

• PTO COMMERCIAL LLC

  $475,000

  EVENT SUPPORT

• PLAYER DEVELOPMENT LLC

  $350,000

  EVENT SUPPORT

• INTERCOLLEGIATE WOMENS LACROSSE COACHES ASSOCIATION

  $330,000

  EVENT SUPPORT

• INFORMA EXHIBITIONS US CONSTRUCTION & REAL ESTATE INC

  $255,000

  EVENT SUPPORT

• INTERNATIONAL ASSOCIATION OF CHIEFS OF POLICE

  $250,000

  EVENT SUPPORT

The 10 largest by cash amount. The API serves every itemized grant.

Provenance

Return type

form_990

Tax year

2022

Filed

23 September 2024

IRS schema version

2022v5.0

Source object

202402679349301510

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.