Form 990 for tax year 2023

Totals

Total revenue

$25,863,667

Total expenses

$25,693,929

Contributions and grants received

$3,064,902

Grants paid

$0

Program service revenue

$21,334,135

Investment income

$1,464,630

Other revenue

$0

Total assets, end of year

$37,857,102

Total liabilities, end of year

$2,004,407

Net assets or fund balances, end of year

$35,852,695

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

• PROVIDING THE SUSTAINABLE FUEL FOR OUR CITY'S SUCCESSFUL CONVENTION AND MEETINGS BUSINESS, DTPID FUNDS VISIT DALLAS' INCENTIVE AND SALES PROGRAMS. INCENTIVES REDUCE THE COST AND/OR PROVIDE COMPLIMENTARY RENTAL OF THE KAY BAILEY HUTCHISON CONVENTION CENTER DALLAS, ALLOWING DALLAS TO COMPETE WITH OTHER TOP CITIES FOR EVENT BUSINESS. THE DTPID SALES EFFORTS AND INCENTIVES PORTION IS 42.5% OF THE SERVICE PLAN. THIS REPRESENTS THE GREATEST RETURN ON INVESTMENT (ROI) FOR THE DTPID AND DALLAS, AS GROUP MEETING ATTENDEES SPEND MORE ON AVERAGE THAN ANY OTHER VISITORS. INCENTIVES AND SALES SPENDING PRODUCE AN ROI OF AT LEAST 10 TO 1, CALCULATED BY ANTICIPATED LODGING REVENUES DIVIDED BY THE APPROVED INCENTIVE. TO DATE, INCENTIVE FUNDING BY THE DTPID FOR CITYWIDE EVENTS HAS GENERATED AN AVERAGE ROI OF 14 TO 1. SINCE THE DTPID'S INCEPTION IN 2012, EVERY DOLLAR SPENT ON SALES INCENTIVES HAS PRODUCED $14 IN HOTEL ROOM NIGHT ACTIVITY FOR DALLAS.IN FY24, DTPID'S INVESTMENT BROUGHT MAJOR CITYWIDE EVENTS TO TOWN, INCLUDING THE INTERNATIONAL ASSOCIATION OF FIRE CHIEFS, ROBBINS RESEARCH INTERNATIONAL, DALLAS SAFARI CLUB, O'REILLY AUTO PARTS, ALPHA KAPPA ALPHA SORORITY, INC, USA VOLLEYBALL, AMONG MANY OTHERS. MINI-WIDE* AND CITYWIDE** INCENTIVES PAID IN FY24 TOTALED $7.5 MILLION.*MINI-WIDE: EVENTS WITH 1,000-2,499 HOTEL ROOMS ON PEAK BOOKED BY VISIT DALLAS**CITYWIDE: EVENTS WITH 2,500 OR MORE HOTEL ROOM NIGHTS ON PEAK BOOKED BY VISIT DALLAS

• THE DTPID FUNDS MARKETING ACTIVITIES THAT KEEP DALLAS TOP OF MIND AS A DESTINATION FOR BOTH BUSINESS AND LEISURE TRAVEL. THE DTPID'S MARKETING FUNDS - WHICH CONSTITUTE APPROXIMATELY 35% OF DTPID ANNUAL SPENDING AND MOST OF VISIT DALLAS' MARKETING BUDGET - ALLOW FOR THE PURCHASE OF PRINT, STREAMING VIDEO, RADIO, OUT-OF-HOME AND DIGITAL AD PLACEMENTS IN PRIORITY MARKETS TARGETED AT CONSUMERS AND MEETING PROFESSIONALS. FUNDS ALSO ALLOW FOR CONTRACTED MARKETING SERVICES, CAMPAIGN PRODUCTION AND FOCUS GROUP RESEARCH TO TEST CAMPAIGNS. WITH SUPPORT FROM DTPID, THE TOTAL PAID MEDIA INVESTMENT FOR FY24 WAS $5,119,652 WITH 75% OF THE BUDGET INVESTED IN THE LEISURE MARKET AND 25% INVESTED IN TRADE AND PRODUCED MORE THAN 366 MILLION IMPRESSIONS. MOST NOTABLY, CAMPAIGN PERFORMANCE EXCEEDED THE FY24 MARKETING ROOM NIGHT GOAL BY 3%, CONTRIBUTING A TOTAL OF 382,779 ROOM NIGHTS AND $191.3 MILLION IN VISITOR SPENDING. THIS SUCCESS TRANSLATED INTO A SUBSTANTIAL ECONOMIC IMPACT OF $297,357,566, REPRESENTING A RETURN OF $148 FOR EVERY DOLLAR SPENT ON ADVERTISING. NEW FOR FY24, DTPID ALSO PROVIDED A ONE-TIME CONTRIBUTION OF $200,000 TO SUPPORT THE LOCAL DESTINATION BRAND LAUNCH IN SPRING, REPRESENTING A RETURN OF $125 FOR EVERY DOLLAR SPENT ON ADVERTISING.

• IN FY24, THE DTPID PROVIDED FUNDING TO SUPPORT 301 SITE VISITS AND FAMS, KEEPING DALLAS A TOP PLAYER IN WORLDWIDE DESTINATIONS. KEY DECISION-MAKERS IN CORPORATE EVENTS, TRADE SHOWS, SPORTS, TOURISM AS WELL AS MEMBERS OF THE MEDIA AND OTHER INFLUENCERS ARE INVITED TO TAKE PART IN SITE VISITS AND FAMILIARIZATION TOURS (FAMS). THESE STRUCTURED EXPERIENCES INCLUDE STOPS AT MANY DIFFERENT LANDMARKS, HOTELS AND RESTAURANTS, SHOWCASING THE DEPTH AND BREADTH OF ACTIVITIES AVAILABLE FOR ANY GROUP ON ITS VISIT TO DALLAS. TEN PERCENT OF DTPID'S SPENDING IS DEDICATED TO PAYING NONSTAFF TRAVEL AND TOUR EXPENSES TO BRING THESE DECISION-MAKERS TO DALLAS TO HIGHLIGHT EVERYTHING THAT MAKES DALLAS THE STAR OF THE LONE STAR STATE.THE DTPID BOARD APPROVED $20,000 IN INCENTIVES IN FY24 FOR THE TOUR OPERATOR INCENTIVE PROGRAM, WHICH SUPPORTS LEISURE TOUR OPERATORS WHO CONTRACT A MINIMUM OF 15 HOTEL ROOM NIGHTS AT DTPID HOTELS FOR GROUP LEISURE, EDUCATIONAL OR INCENTIVE TRAVEL ONLY. TOUR OPERATORS WERE ELIGIBLE FOR A 10% INCENTIVE OF THE TOTAL ROOM REVENUE ACTUALIZED. THE PROGRAM WAS FUNDED THROUGH DTPID'S INCENTIVES & SALES, AND FUNDING IS SUBJECT TO BOARD APPROVAL.A PORTION OF DTPID'S FUNDS IS APPROVED ANNUALLY TO SUPPORT LOCAL ARTS AND CULTURAL EVENTS MARKETING. SINCE DTPID'S INCEPTION IN 2012, ITS EVENT MARKETING FUND HAS CONTRIBUTED MORE THAN $12.5 MILLION TO OVER 242 LOCAL ARTS AND CULTURE ORGANIZATIONS, WHICH HAVE PRODUCED 763 EVENTS SUPPORTED BY THIS FUNDING. IN FY24, THE DTPID EVENT MARKETING INCENTIVE SIGNIFICANTLY IMPACTED OUR CULTURAL INSTITUTIONS BY INJECTING $1.5 MILLION TO BENEFIT 86 ORGANIZATIONS, GENERATING 266,763 REPORTED HOTEL ROOM NIGHTS.

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.

Grants on this return

No itemized grants to organizations on this return.

Provenance

Return type

form_990

Tax year

2023

Filed

8 August 2025

IRS schema version

2023v6.0

Source object

202502279349301130

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