Skip to content
Nonprofiteer
← VISIT SALT LAKE

Form 990 for tax year 2024

Filed by VISIT SALT LAKE.

Totals

Total revenue
$25,713,766
Total expenses
$25,748,649
Contributions and grants received
$159,375
Grants paid
$0
Program service revenue
$25,350,577
Investment income
$193,698
Other revenue
$10,116
Total assets, end of year
$7,260,339
Total liabilities, end of year
$4,936,182
Net assets or fund balances, end of year
$2,324,157
Program services expenses (Part IX)
not reported
Management and general expenses
not reported
Fundraising expenses
not reported
Program service expenses (Part III)
$0

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)

    $159,375

  • 2a · Program service revenue: Convention & Tourism Services

    total $22,872,200 · related or exempt $22,872,200

  • 2b · Program service revenue: Ticketing Programs

    total $2,010,438 · related or exempt $2,010,438

  • 2c · Program service revenue: Partner Development & Membership

    total $466,536 · related or exempt $466,536

  • 2d · Program service revenue: Other Program Service Revenue

    total $1,403 · related or exempt $1,403

  • 2f · All other program service revenue

    total $0 · related or exempt $0 · unrelated business $0 · excluded $0

  • 3 · Investment income

    total $193,698 · excluded $193,698

  • 6c · Rental income or loss

    real property $0 · personal property $0

  • 7c · Gain or loss

    securities $0 · other assets $0

  • 10a · Gross sales of inventory

    $30,823

  • 10b · Cost of goods sold

    $20,707

  • 10c · Net income from sales of inventory

    total $10,116 · related or exempt $10,116

  • 11d · All other revenue

    total $0 · related or exempt $0 · unrelated business $0 · excluded $0

  • 11e · Other revenue, total

    $0

Functional expenses

Part IX, the statement of functional expenses.

  • 4 · Benefits paid to or for members

    total $0

  • 5 · Compensation of officers, directors and key employees

    total $2,391,550

  • 7 · Other salaries and wages

    total $4,902,868

  • 8 · Pension plan contributions

    total $137,310

  • 9 · Other employee benefits

    total $898,930

  • 10 · Payroll taxes

    total $555,375

  • 11b · Fees: legal

    total $40,980

  • 11c · Fees: accounting

    total $97,369

  • 11g · Fees: other

    total $59,974

  • 12 · Advertising and promotion

    total $7,897,735

  • 13 · Office expenses

    total $321,901

  • 14 · Information technology

    total $531,424

  • 16 · Occupancy

    total $240,628

  • 17 · Travel

    total $621,022

  • 19 · Conferences, conventions and meetings

    total $6,651,905

  • 22 · Depreciation, depletion and amortization

    total $18,805

  • 24a · Other expenses: Education & Awareness

    total $336,103

  • 24b · Other expenses: Staff Development & Training

    total $44,770

  • 24e · All other expenses

    total $0

Balance sheet

Part X, book values.

  • 1 · Cash, non-interest-bearing

    beginning of year $76,047 · end of year $48,427

  • 2 · Savings and temporary cash investments

    beginning of year $3,825,034 · end of year $4,869,090

  • 4 · Accounts receivable

    beginning of year $505,469 · end of year $614,819

  • 5 · Loans and receivables from officers and key people

    end of year $0

  • 6 · Loans and receivables from disqualified persons

    end of year $0

  • 8 · Inventories for sale or use

    beginning of year $9,550 · end of year $8,909

  • 9 · Prepaid expenses and deferred charges

    beginning of year $344,774 · end of year $493,775

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

    $791,008

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

    $86,145

  • 10c · Land, buildings and equipment, net

    beginning of year $113,668 · end of year $704,863

  • 12 · Investments: other securities

    beginning of year $0

  • 13 · Investments: program-related

    beginning of year $0

  • 15 · Other assets

    beginning of year $597,016 · end of year $520,456

  • 17 · Accounts payable and accrued expenses

    beginning of year $2,012,859 · end of year $2,987,758

  • 19 · Deferred revenue

    beginning of year $478,166 · end of year $1,395,336

  • 22 · Loans and payables to officers and key people

    end of year $0

  • 25 · Other liabilities

    beginning of year $621,493 · end of year $553,088

  • 27 · Net assets without donor restrictions

    beginning of year $2,359,040 · end of year $2,324,157

Mission and programs · 2024

Mission

Promote Salt Lake County as a convention and tourist destination.

  • THE ORGANIZATION PROMOTES, SPONSORS, SUPPORTS, AND PARTICIPATES IN CONVENTIONS, TRADE SHOWS, EXHIBITIONS, COMPETITIONS, AND OTHER ACTIVITIES THAT PROMOTE SALT LAKE COUNTY.

  • The organization promotes tourism to Salt Lake County through coordinated marketing efforts to packaged travel organizers. The organization also operates a visitor information center in Salt Lake City and a Ski Voucher program.

As filed on the 2024 return.

Listed in Part VII

  • Chris McCandless

    Past Chair

    Total calculated
    $0
    Hours/week
    0.7

  • Garrett Parker

    Chair

    Total calculated
    $0
    Hours/week
    1

  • Pina Purpero

    Vice Chair

    Total calculated
    $0
    Hours/week
    0.7

  • Scott George

    Executive Committee

    Total calculated
    $0
    Hours/week
    0.7

  • Taylor Vriens

    Executive Committee

    Total calculated
    $0
    Hours/week
    0.7

  • Tessa Arneson

    Secretary

    Total calculated
    $0
    Hours/week
    0.7

  • Brent Lange

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Caroline Klein

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Clint Okerlund

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Erin Cosmano

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Erin Litvack

    Trustee

    Total calculated
    $0
    Hours/week
    0.7

  • Erin Trenbeath-Murray

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Hoang Nguyen

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Joshua Pepper

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Levi Thorn

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Lisa Bennion Rasmussen

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Mark Mundell

    Trustee

    Total calculated
    $0
    Hours/week
    0.7

  • Ryan Ritchie

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Sarah Lehman

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Sidni Shorter

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Suzanne Harrison

    Trustee

    Total calculated
    $0
    Hours/week
    0.3

  • Bart Blaisdell

    Chief Financial Officer

    Total calculated
    $349,085
    From this org
    $297,235
    From related orgs
    $0
    Other
    $51,850
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $230,844
    Bonus
    $66,391
    Other
    $0
    Deferred
    $15,684
    Nontaxable benefits
    $36,166
    Filer's total
    $349,085

  • Kaitlin Eskelson

    President & CEO

    Total calculated
    $674,307
    From this org
    $622,325
    From related orgs
    $0
    Other
    $51,982
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $415,375
    Bonus
    $206,950
    Other
    $0
    Deferred
    $17,118
    Nontaxable benefits
    $34,864
    Filer's total
    $674,307

  • Clay Partain

    Chief Sports Officer

    Total calculated
    $264,166
    From this org
    $221,143
    From related orgs
    $0
    Other
    $43,023
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $184,957
    Bonus
    $36,186
    Other
    $0
    Deferred
    $10,855
    Nontaxable benefits
    $32,168
    Filer's total
    $264,166

  • Krista Parry

    Chief Development Officer

    Total calculated
    $294,735
    From this org
    $258,850
    From related orgs
    $0
    Other
    $35,885
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $229,381
    Bonus
    $29,469
    Other
    $0
    Deferred
    $4,795
    Nontaxable benefits
    $31,090
    Filer's total
    $294,735

  • Mark White

    Chief Sales & Experience Officer

    Total calculated
    $283,700
    From this org
    $269,865
    From related orgs
    $0
    Other
    $13,835
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $217,008
    Bonus
    $52,857
    Other
    $0
    Deferred
    $8,958
    Nontaxable benefits
    $4,877
    Filer's total
    $283,700

  • Tyler Gosnell

    Chief Brand & Marketing Officer

    Total calculated
    $267,757
    From this org
    $238,511
    From related orgs
    $0
    Other
    $29,246
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $191,491
    Bonus
    $47,020
    Other
    $0
    Deferred
    $10,347
    Nontaxable benefits
    $18,899
    Filer's total
    $267,757

  • Tyson Lybbert

    Chief Sales Officer

    Total calculated
    $257,800
    From this org
    $218,557
    From related orgs
    $0
    Other
    $39,243
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $194,140
    Bonus
    $24,417
    Other
    $0
    Deferred
    $7,857
    Nontaxable benefits
    $31,386
    Filer's total
    $257,800

  • Anton Eckert

    VP of Global Tourism & Travel

    Total calculated
    $165,885
    From this org
    $141,168
    From related orgs
    $0
    Other
    $24,717
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $124,583
    Bonus
    $16,585
    Other
    $0
    Deferred
    $4,970
    Nontaxable benefits
    $19,747
    Filer's total
    $165,885

  • Donna Rogers

    Director of Convention Sales, West

    Total calculated
    $225,566
    From this org
    $186,138
    From related orgs
    $0
    Other
    $39,428
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $145,135
    Bonus
    $41,003
    Other
    $0
    Deferred
    $6,354
    Nontaxable benefits
    $33,074
    Filer's total
    $225,566

  • Jeffrey Gassaway

    Managing Director of Sales, Midwest

    Total calculated
    $219,837
    From this org
    $180,228
    From related orgs
    $0
    Other
    $39,609
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $143,370
    Bonus
    $36,858
    Other
    $0
    Deferred
    $8,755
    Nontaxable benefits
    $30,854
    Filer's total
    $219,837

  • Julie Rhoads

    Chief Services Officer

    Total calculated
    $168,086
    From this org
    $146,844
    From related orgs
    $0
    Other
    $21,242
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $129,396
    Bonus
    $17,448
    Other
    $0
    Deferred
    $7,587
    Nontaxable benefits
    $13,655
    Filer's total
    $168,086

  • Karen Staples

    Managing Director of Sales, East

    Total calculated
    $203,469
    From this org
    $182,595
    From related orgs
    $0
    Other
    $20,874
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $145,023
    Bonus
    $37,572
    Other
    $0
    Deferred
    $8,553
    Nontaxable benefits
    $12,321
    Filer's total
    $203,469

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

  • 1a · Health or social club dues or initiation fees
  • 1b · Written policy on the line-1a expenses
  • 2 · Substantiation required before reimbursing expenses
  • 3 · Compensation committee
  • 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

No itemized grants to organizations on this return.

Provenance

Return type
form_990
Tax year
2024
Filed
17 November 2025
IRS schema version
2024v5.1
Source object
202503219349318550

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.