Form 990 for tax year 2024
Filed by GREATER MYRTLE BEACH COLLABORATIVE.
Totals
- Total revenue
- $83,629,578
- Total expenses
- $82,447,130
- Contributions and grants received
- $74,364,870
- Grants paid
- $176,261
- Program service revenue
- $7,647,009
- Investment income
- $1,617,699
- Other revenue
- $0
- Total assets, end of year
- $41,157,347
- Total liabilities, end of year
- $27,338,510
- Net assets or fund balances, end of year
- $13,818,837
- Program services expenses (Part IX)
- $81,007,127
- Management and general expenses
- $1,440,003
- Fundraising expenses
- $0
- Program service expenses (Part III)
- $81,007,127
Program services were 98.3% 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)
$74,364,870
-
2a · Program service revenue: ADVERTISING
total $4,838,896 · related or exempt $3,250,000 · unrelated business $1,588,896
-
2b · Program service revenue: MEMBERSHIP DUES
total $2,274,105 · related or exempt $868,957 · unrelated business $1,405,148
-
2c · Program service revenue: PROGRAMS AND EVENTS
total $352,559 · related or exempt $352,559
-
2d · Program service revenue: OTHER
total $181,449 · related or exempt $181,449
-
3 · Investment income
total $1,005,872 · excluded $1,005,872
-
4 · Income from investment of tax-exempt bond proceeds
total $611,827 · excluded $611,827
Functional expenses
Part IX, the statement of functional expenses.
-
1 · Grants to domestic organizations and governments
total $176,261 · program services $176,261
-
7 · Other salaries and wages
total $4,459,099 · program services $3,766,349 · management and general $692,750
-
8 · Pension plan contributions
total $163,478 · program services $138,081 · management and general $25,397
-
9 · Other employee benefits
total $735,070 · program services $620,872 · management and general $114,198
-
10 · Payroll taxes
total $282,613 · program services $238,707 · management and general $43,906
-
12 · Advertising and promotion
total $70,285,671 · program services $70,285,671
-
17 · Travel
total $147,637 · program services $73,818 · management and general $73,819
-
23 · Insurance
total $95,617 · program services $69,801 · management and general $25,816
-
24a · Other expenses: CONVENTION AND GROUP SA
total $2,599,317 · program services $2,599,317
-
24b · Other expenses: PUBLICATIONS
total $1,409,319 · program services $1,409,319
-
24c · Other expenses: PROGRAMS AND EVENTS
total $746,004 · program services $746,004
-
24d · Other expenses: OTHER
total $616,666 · program services $308,332 · management and general $308,334
-
24e · All other expenses
total $730,378 · program services $574,595 · management and general $155,783
Balance sheet
Part X, book values.
-
1 · Cash, non-interest-bearing
beginning of year $275 · end of year $275
-
2 · Savings and temporary cash investments
beginning of year $32,248,967 · end of year $22,944,794
-
4 · Accounts receivable
beginning of year $267,433 · end of year $395,420
-
9 · Prepaid expenses and deferred charges
beginning of year $3,280,952 · end of year $3,156,795
-
10a · Land, buildings and equipment: cost or other basis
$3,151,773
-
10b · Land, buildings and equipment: accumulated depreciation
$2,383,768
-
10c · Land, buildings and equipment, net
beginning of year $804,312 · end of year $768,005
-
12 · Investments: other securities
beginning of year $10,425,191 · end of year $12,945,225
-
14 · Intangible assets
beginning of year $727,083 · end of year $946,833
-
17 · Accounts payable and accrued expenses
beginning of year $2,718,725 · end of year $4,627,539
-
19 · Deferred revenue
beginning of year $32,399,099 · end of year $22,710,971
-
27 · Net assets without donor restrictions
beginning of year $12,636,389 · end of year $13,818,837
Mission and programs · 2024
Mission
PROMOTE, PROTECT AND POSITIVELY IMPACT GRAND STRAND BUSINESSES AND ECONOMY.
Activities or mission (Part I)
THE ORGANIZATION PROMOTES, PROTECTS AND POSITIVELY IMPACTS ITS MEMBER BUSINESSES AND THE GRAND STRAND ECONOMY THROUGH A VARIETY OF ACTIVITIES AND PROGRAMS, INCLUDING ADVOCACY OF PUBLIC POLICY, TOURISM PROMOTION, DESTINATION ADVERTISING, DESTINATION BRANDING, BUSINESS PROMOTION, NETWORKING, LEADERSHIP DEVELOPMENT, BUSINESS TRAINING, CONVENTION/MEETING SALES, RESEARCH, BUSINESS SERVICES, JOB CREATION AND OTHER ACTIVITIES RELATED TO BUSINESS AND ECONOMIC DEVELOPMENT, AS IDENTIFIED IN ITS ORGANIZATIONAL MISSION STATEMENT.
-
PROMOTED THE GRAND STRAND AREA FOR THE BENEFIT OF ALL AREA BUSINESSES.
Expenses $81,007,127
As filed on the 2024 return.
Listed in Part VII
-
Tracy ConnerTRACY CONNER
INTERIM PRESIDENT & CEO
- Total calculated
- $227,019
- From this org
- $227,019
- From related orgs
- $0
- Other
- $0
- Hours/week
- 50
Schedule J breakdown matched by us
- Base
- $173,077
- Bonus
- $49,442
- Other
- $4,500
- Deferred
- $0
- Nontaxable benefits
- $0
- Filer's total
- $227,019
-
John RutenbergJOHN RUTENBERG
CHAIRMAN
- Total calculated
- $0
- Hours/week
- 1
-
Ryan SwaimRYAN SWAIM
IMMEDIATE PAST CHAIRMAN
- Total calculated
- $0
- Hours/week
- 1
-
Scott DietrichSCOTT DIETRICH
TREASURER
- Total calculated
- $0
- Hours/week
- 1
-
Chad CarlsonCHAD CARLSON
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
John AndersonJOHN ANDERSON
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Kristen CallKRISTEN CALL
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Hatton GravelyHATTON GRAVELY
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Lori HeafnerLORI HEAFNER
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Jessica GreeneJESSICA GREENE
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Mayur JeramMAYUR JERAM
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Ross MartinROSS MARTIN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Mark LoosMARK LOOS
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Patrick NortonPATRICK NORTON
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Chris ShroffCHRIS SHROFF
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Bhumi PatelBHUMI PATEL
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Tony CoxTONY COX
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Todd SetzerTODD SETZER
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Jay SmithJAY SMITH
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Radha HerringRADHA HERRING
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Victoria TobinVICTORIA TOBIN
EX OFFICIO
- Total calculated
- $0
- Hours/week
- 1
-
Matt KlugmanMATT KLUGMAN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Michael BensonMICHAEL BENSON
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Sean BaileySEAN BAILEY
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Susan CohenSUSAN COHEN
EX OFFICIO
- Total calculated
- $0
- Hours/week
- 1
-
Jacob SmithJACOB SMITH
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Kelli LaneKELLI LANE
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Declan McGonigalDECLAN MCGONIGAL
DIRECTOR
- Total calculated
- $0
- Hours/week
- 1
-
Randall McKeelRANDALL MCKEEL
CHIEF FINANCIAL OFFICER
- Total calculated
- $251,474
- From this org
- $221,354
- From related orgs
- $0
- Other
- $30,120
- Hours/week
- 50
Schedule J breakdown matched by us
- Base
- $180,654
- Bonus
- $39,200
- Other
- $1,500
- Deferred
- $0
- Nontaxable benefits
- $30,120
- Filer's total
- $251,474
-
Stuart ButlerSTUART BUTLER
CHIEF MARKETING OFFICER
- Total calculated
- $307,464
- From this org
- $268,463
- From related orgs
- $0
- Other
- $39,001
- Hours/week
- 50
Schedule J breakdown matched by us
- Base
- $221,970
- Bonus
- $44,993
- Other
- $1,500
- Deferred
- $0
- Nontaxable benefits
- $39,001
- Filer's total
- $307,464
-
James GrayJAMES GRAY
CHIEF ADVOCACY OFFICER
- Total calculated
- $179,939
- From this org
- $143,053
- From related orgs
- $0
- Other
- $36,886
- Hours/week
- 50
Schedule J breakdown matched by us
- Base
- $116,553
- Bonus
- $25,000
- Other
- $1,500
- Deferred
- $0
- Nontaxable benefits
- $36,886
- Filer's total
- $179,939
-
Robert HarrisROBERT HARRIS
EVP OF GROUP SALES
- Total calculated
- $238,169
- From this org
- $216,231
- From related orgs
- $0
- Other
- $21,938
- Hours/week
- 50
Schedule J breakdown matched by us
- Base
- $178,231
- Bonus
- $37,000
- Other
- $1,000
- Deferred
- $0
- Nontaxable benefits
- $21,938
- Filer's total
- $238,169
-
Matthew MetzgerMATTHEW METZGER
VP OF HR & OPERATIONS
- Total calculated
- $164,033
- From this org
- $144,996
- From related orgs
- $0
- Other
- $19,037
- Hours/week
- 50
Schedule J breakdown matched by us
- Base
- $118,996
- Bonus
- $25,000
- Other
- $1,000
- Deferred
- $0
- Nontaxable benefits
- $19,037
- Filer's total
- $164,033
-
Diane CharnoDIANE CHARNO
EVP OF MARKETING & COMMUNICATIONS
- Total calculated
- $207,830
- From this org
- $173,404
- From related orgs
- $0
- Other
- $34,426
- Hours/week
- 50
Schedule J breakdown matched by us
- Base
- $142,893
- Bonus
- $29,011
- Other
- $1,500
- Deferred
- $0
- Nontaxable benefits
- $34,426
- Filer's total
- $207,830
-
Cynthia GettigCYNTHIA GETTIG
EVP OF BUSINESS DEVELOPMENT
- Total calculated
- $177,493
- From this org
- $144,577
- From related orgs
- $0
- Other
- $32,916
- Hours/week
- 50
Schedule J breakdown matched by us
- Base
- $118,077
- Bonus
- $25,000
- Other
- $1,500
- Deferred
- $0
- Nontaxable benefits
- $32,916
- Filer's total
- $177,493
-
Karen RiordanKAREN RIORDAN
FORMER PRESIDENT & CEO
- Total calculated
- $421,439
- From this org
- $389,373
- From related orgs
- $0
- Other
- $32,066
- Hours/week
- 60
Schedule J breakdown matched by us
- Base
- $329,431
- Bonus
- $49,442
- Other
- $10,500
- Deferred
- $0
- Nontaxable benefits
- $32,066
- Filer's total
- $421,439
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 · Written employment contract
- 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
-
SUPPORT FOR EDUCATIONAL FOUNDATION
-
CITY OF MYRTLE BEACH - SPORTS TOURISM DIVISION
$55,000
SPORTS TOURISM SUPPORT
-
PASSTHROUGH OF PRT GRANT MONEY
-
$20,000
SUPPORT FOR PARTNERSHIP GRAND STRAND
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.
-
501(C)(3) · SINGLE ORGANIZATION SUPPORT · SC
-
MYRTLE BEACH AREA CHAMBER OF COMMERCE EDUCATIONAL FOUNDATION
501(C)(3) · PROVIDE EDUCATIONAL SCHOLARSHIPS · SC
Provenance
- Return type
- form_990
- Tax year
- 2024
- Filed
- 13 November 2025
- IRS schema version
- 2024v5.2
- Source object
- 202533189349301893
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.