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Nonprofiteer
← GREATER PHILADELPHIA TOURISM MARKETING CORPORATION

Form 990 for tax year 2025

Filed by GREATER PHILADELPHIA TOURISM MARKETING CORPORATION.

Totals

Total revenue
$23,536,793
Total expenses
$20,714,033
Contributions and grants received
$22,649,131
Grants paid
$0
Program service revenue
$307,781
Investment income
$579,875
Other revenue
$6
Total assets, end of year
$20,089,429
Total liabilities, end of year
$2,950,275
Net assets or fund balances, end of year
$17,139,154
Program services expenses (Part IX)
$18,409,384
Management and general expenses
$1,908,186
Fundraising expenses
$396,463
Program service expenses (Part III)
$18,409,384

Program services were 88.9% 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)

    $19,974,469

  • 1f · All other contributions, gifts and grants

    $2,674,662

  • 2a · Program service revenue: SPONSORSHIP REVENUE

    total $295,941 · related or exempt $295,941

  • 2b · Program service revenue: PARTICIPATION AND OTHER FEES

    total $11,840 · related or exempt $11,840

  • 3 · Investment income

    total $473,970 · excluded $473,970

  • 5 · Royalties

    total $6 · excluded $6

  • 7a · Gross sales of assets other than inventory

    securities $973,452

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

    securities $867,076 · other assets $471

  • 7c · Gain or loss

    securities $106,376 · other assets -$471

  • 7d · Net gain or loss

    total $105,905 · excluded $105,905

Functional expenses

Part IX, the statement of functional expenses.

  • 5 · Compensation of officers, directors and key employees

    total $1,432,736 · program services $1,064,205 · management and general $322,120 · fundraising $46,411

  • 7 · Other salaries and wages

    total $3,993,903 · program services $2,983,736 · management and general $871,434 · fundraising $138,733

  • 8 · Pension plan contributions

    total $152,295 · program services $106,373 · management and general $44,673 · fundraising $1,249

  • 9 · Other employee benefits

    total $370,468 · program services $258,757 · management and general $108,671 · fundraising $3,040

  • 10 · Payroll taxes

    total $344,013 · program services $268,812 · management and general $64,850 · fundraising $10,351

  • 11b · Fees: legal

    total $31,512 · management and general $31,512

  • 11c · Fees: accounting

    total $25,514 · management and general $25,514

  • 11d · Fees: lobbying

    total $182,730 · fundraising $182,730

  • 11f · Fees: investment management

    total $19,900 · management and general $19,900

  • 11g · Fees: other

    total $1,545,148 · program services $1,321,977 · management and general $223,166 · fundraising $5

  • 12 · Advertising and promotion

    total $7,885,802 · program services $7,884,903 · management and general $899

  • 13 · Office expenses

    total $147,633 · program services $111,587 · management and general $34,507 · fundraising $1,539

  • 14 · Information technology

    total $232,120 · program services $183,394 · management and general $46,986 · fundraising $1,740

  • 16 · Occupancy

    total $293,997 · program services $241,624 · management and general $46,496 · fundraising $5,877

  • 17 · Travel

    total $168,337 · program services $153,459 · management and general $13,974 · fundraising $904

  • 19 · Conferences, conventions and meetings

    total $1,997,582 · program services $1,995,068 · management and general $2,277 · fundraising $237

  • 20 · Interest

    total $1,045 · management and general $1,045

  • 22 · Depreciation, depletion and amortization

    total $160,727 · program services $131,796 · management and general $25,716 · fundraising $3,215

  • 23 · Insurance

    total $35,769 · program services $27,036 · management and general $8,360 · fundraising $373

  • 24a · Other expenses: AGENCY FEES

    total $1,036,143 · program services $1,036,143

  • 24b · Other expenses: RESEARCH EXPENSE

    total $334,868 · program services $334,868

  • 24c · Other expenses: OTHER MARKETING

    total $188,720 · program services $188,720

  • 24d · Other expenses: DUES AND REGISTRATIONS

    total $133,071 · program services $116,926 · management and general $16,086 · fundraising $59

Balance sheet

Part X, book values.

  • 1 · Cash, non-interest-bearing

    beginning of year $8,828 · end of year $8,554

  • 2 · Savings and temporary cash investments

    beginning of year $3,181,926 · end of year $3,522,867

  • 3 · Pledges and grants receivable

    beginning of year $1,301,219 · end of year $2,575,000

  • 4 · Accounts receivable

    beginning of year $1,610,384 · end of year $1,444,416

  • 9 · Prepaid expenses and deferred charges

    beginning of year $73,601 · end of year $640,201

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

    $1,294,729

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

    $509,637

  • 10c · Land, buildings and equipment, net

    beginning of year $831,267 · end of year $785,092

  • 11 · Investments: publicly traded securities

    beginning of year $9,063,766 · end of year $9,692,015

  • 14 · Intangible assets

    beginning of year $0 · end of year $254,100

  • 15 · Other assets

    beginning of year $1,624,069 · end of year $1,167,184

  • 17 · Accounts payable and accrued expenses

    beginning of year $999,925 · end of year $1,056,018

  • 19 · Deferred revenue

    beginning of year $485,000 · end of year $78,469

  • 23 · Secured mortgages and notes payable

    beginning of year $0 · end of year $29,517

  • 25 · Other liabilities

    beginning of year $2,068,554 · end of year $1,786,271

  • 27 · Net assets without donor restrictions

    beginning of year $12,633,225 · end of year $13,778,993

  • 28 · Net assets with donor restrictions

    beginning of year $1,508,356 · end of year $3,360,161

Mission and programs · 2025

Mission

VISIT PHILADELPHIA IS OUR NAME AND OUR MISSION. AS THE REGION'S OFFICIAL TOURISM MARKETING AGENCY, WE BUILD GREATER PHILADELPHIA'S IMAGE, DRIVE VISITATION AND BOOST THE ECONOMY.

  • VISIT PHILADELPHIA, THE REGION'S OFFICIAL TOURISM MARKETING AGENCY, BUILDS GREATER PHILADELPHIA'S IMAGE, DRIVES VISITATION AND BOOSTS THE ECONOMY. IN 2025, OUR "COME FOR PHILADELPHIA. STAY FOR PHILLY." CAMPAIGN DELIVERED ON DRIVING DAY AND OVERNIGHT VISITATION. IN FACT, THIS EFFORT RESULTED IN 1.1 BILLION OVERALL IMPRESSIONS, PLUS OUR BIGGEST AND MOST SUCCESSFUL ADVERTISING PUSH IN NEW YORK CITY SINCE 2019. WE REMAINED AS COMMITTED AS EVER TO DIVERSITY MARKETING, EVOLVING OUR "IN PURSUIT OF A MORE PERFECT UNION" SERIES TO "INDIVISIBLE," BOTH OF WHICH AMPLIFIED VARIOUS HERITAGES ALL YEAR LONG AND SIGNALED TO POTENTIAL VISITORS THAT ALL ARE WELCOME IN PHILADELPHIA. IN ADDITION, WE LAUNCHED OUR MARKETING CAMPAIGN TO DRIVE VISITATION FOR THE NATION'S 250TH BIRTHDAY CELEBRATION IN 2026; CONTINUED OUR TED PARTNERSHIP, HOSTING SEVERAL DEMOCRACY-RELATED EVENTS THROUGHOUT THE YEAR; AND DUG DEEP INTO OUR CIVIC PRIDE CAMPAIGN TO BUILD LOCAL ENTHUSIASM FOR THE MONUMENTAL YEAR AHEAD. WE ALSO EARNED HIGH-PROFILE ACCOLADES AND MEDIA COVERAGE THAT HELPED BUILD PHILADELPHIA'S IMAGE NATIONALLY AND DRIVE CIVIC PRIDE LOCALLY. WHAT'S MORE, WE CONTINUED TO PARTNER WITH LOCAL, REGIONAL AND NATIONAL ORGANIZATIONS TO TOUT GREATER PHILADELPHIA AS A GREAT PLACE TO VISIT--ALL THE WHILE REMAINING A MAJOR PRESENCE ONLINE (VISITPHILLY.COM REFRESH), ON SOCIAL MEDIA (INCREASED FOCUS ON COLLABORATIVE CONTENT) AND IN THE PRESS. WE BROUGHT IN 9.7 MILLION PAGEVIEWS TO VISITPHILLY.COM AND 47 MILLION VIEWS TO OUR SOCIAL ACCOUNTS AND PLACED/TRACKED 3,900 POSITIVE STORIES ABOUT PHILADELPHIA. IN ADDITION, WE HOSTED OUR SECOND PHILADELPHIA HOSPITALITY SYMPOSIUM, WORKED ON NEIGHBORHOOD TOURISM DEVELOPMENT WITH SEVERAL COMMUNITIES AND CONTINUED OUR DESTINATION OPTIMIZATION INITIATIVE. ALL THIS WORK LED TO IMPRESSIVE END RESULTS: IN 2025, GREATER PHILADELPHIA WELCOMED 44 MILLION VISITORS, GENERATING $13.4 BILLION IN ECONOMIC IMPACT AND $1.1 BILLION IN STATE AND LOCAL TAX REVENUE.

    Expenses $18,409,384 · Revenue $307,781

As filed on the 2025 return. The filer continues this part on Schedule O, which is not shown here.

Listed in Part VII

  • Angela Val

    PRESIDENT & CEO

    Total calculated
    $631,245
    From this org
    $588,105
    From related orgs
    $0
    Other
    $43,140
    Hours/week
    55

    Schedule J breakdown matched by us

    Base
    $387,269
    Bonus
    $170,000
    Other
    $30,836
    Deferred
    $17,500
    Nontaxable benefits
    $25,640
    Filer's total
    $631,245
  • Anthony Conti

    CHAIRMAN

    Total calculated
    $0
    Hours/week
    1
  • Robert W Bogle

    VICE CHAIR

    Total calculated
    $0
    Hours/week
    1
  • Rhonda R Cohen Esquire

    VICE CHAIR

    Total calculated
    $0
    Hours/week
    1
  • James Adamson

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Reginald Archambault

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Darwin Beauvais

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Dave Burkavage

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Matt Dickman

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Wendy Hamilton

    BOARD MEMBER (THRU 09/2025)

    Total calculated
    $0
    Hours/week
    1
  • Jazelle Jones

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Kevin Murnane

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Leslie Richards

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Jacklin Rhoads

    BOARD MEMBER (THRU 03/2025)

    Total calculated
    $0
    Hours/week
    1
  • Anne Ryan

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • James D Schultz

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Tony Sorrentino

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Carol Watson

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    1
  • Trino Boix

    SECRETARY & CHIEF OPERATING OFFICER

    Total calculated
    $235,689
    From this org
    $222,887
    From related orgs
    $0
    Other
    $12,802
    Hours/week
    50

    Schedule J breakdown matched by us

    Base
    $220,411
    Bonus
    $0
    Other
    $2,476
    Deferred
    $11,123
    Nontaxable benefits
    $1,679
    Filer's total
    $235,689
  • Cindy Ray

    TREASURER & CFO

    Total calculated
    $244,553
    From this org
    $217,749
    From related orgs
    $0
    Other
    $26,804
    Hours/week
    50

    Schedule J breakdown matched by us

    Base
    $215,431
    Bonus
    $0
    Other
    $2,318
    Deferred
    $11,177
    Nontaxable benefits
    $15,627
    Filer's total
    $244,553
  • Neil Frauenglass

    CHIEF MARKETING OFFICER

    Total calculated
    $321,248
    From this org
    $277,442
    From related orgs
    $0
    Other
    $43,806
    Hours/week
    50

    Schedule J breakdown matched by us

    Base
    $275,706
    Bonus
    $0
    Other
    $1,736
    Deferred
    $14,281
    Nontaxable benefits
    $29,525
    Filer's total
    $321,248
  • Keith McMenamin

    VP OF INFORMATION TECHNOLOGY

    Total calculated
    $199,187
    From this org
    $190,702
    From related orgs
    $0
    Other
    $8,485
    Hours/week
    50

    Schedule J breakdown matched by us

    Base
    $189,322
    Bonus
    $0
    Other
    $1,380
    Deferred
    $6,990
    Nontaxable benefits
    $1,495
    Filer's total
    $199,187
  • Jessica Calter

    SVP ADV AND EXTERNAL AFFAIRS

    Total calculated
    $195,575
    From this org
    $160,571
    From related orgs
    $0
    Other
    $35,004
    Hours/week
    50

    Schedule J breakdown matched by us

    Base
    $159,191
    Bonus
    $0
    Other
    $1,380
    Deferred
    $8,516
    Nontaxable benefits
    $26,488
    Filer's total
    $195,575
  • Cathy McVey-Palmer

    SVP STRATEGIC INTEGRATION

    Total calculated
    $193,996
    From this org
    $170,500
    From related orgs
    $0
    Other
    $23,496
    Hours/week
    50

    Schedule J breakdown matched by us

    Base
    $166,024
    Bonus
    $2,500
    Other
    $1,976
    Deferred
    $8,419
    Nontaxable benefits
    $15,077
    Filer's total
    $193,996
  • Jenea Robinson

    VICE PRESIDENT COMMUNICATIONS

    Total calculated
    $174,254
    From this org
    $154,575
    From related orgs
    $0
    Other
    $19,679
    Hours/week
    50

    Schedule J breakdown matched by us

    Base
    $152,755
    Bonus
    $0
    Other
    $1,820
    Deferred
    $7,961
    Nontaxable benefits
    $11,718
    Filer's total
    $174,254
  • Binh Nguyen

    SENIOR DIRECTOR COMMUNICATIONS

    Total calculated
    $156,681
    From this org
    $140,753
    From related orgs
    $0
    Other
    $15,928
    Hours/week
    50

    Schedule J breakdown matched by us

    Base
    $138,966
    Bonus
    $0
    Other
    $1,787
    Deferred
    $7,116
    Nontaxable benefits
    $8,812
    Filer's total
    $156,681

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 · Form 990 of other organizations
  • 3 · Compensation survey or study
  • 3 · Approval by the board or compensation committee
  • 7 · Other non-fixed payments

Answered no

  • 4a · Severance or change-of-control payment
  • 4b · Supplemental nonqualified retirement plan
  • 4c · Equity-based compensation arrangement
  • 5a · Pay contingent on this organization's revenues
  • 5b · Pay contingent on a related organization's revenues
  • 6a · Pay contingent on this organization's net earnings
  • 6b · Pay contingent on a related organization's net earnings
  • 8 · Paid under the initial-contract exception

The filer's explanations (Part III)

PART I, LINE 7
SCHEDULE J, PART II, COLUMN (B)(II) REPORTS DISCRETIONARY INCENTIVE AMOUNTS THAT WERE APPROVED BY THE BOARD BASED UPON PERFORMANCE.

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
2025
Filed
22 September 2026
IRS schema version
2025v4.2
Source object
202612659349301736

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