Form 990 for tax year 2024

Totals

Total revenue

$51,712,467

Total expenses

$46,338,470

Contributions and grants received

$3,121,403

Grants paid

$0

Program service revenue

$48,550,060

Investment income

$41,004

Other revenue

$0

Total assets, end of year

$12,296,800

Total liabilities, end of year

$4,896,179

Net assets or fund balances, end of year

$7,400,621

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 · 2024

• TID PROGRAM SERVICES ACTIVITIES: CONVENTION AND MEETING SALES - DURING FY 24-25, THERE WERE 27 MOSCONE EVENTS HELD IN SAN FRANCISCO, $541.7 MILLION IN DIRECT SPENDING, AND 470,981 ROOM NIGHTS BOOKED.MARKETING PROMOTION - DURING FY 24-25, THERE WERE OVER 23.06 MILLION VISITORS TO SAN FRANCISCO SPENDING MORE THAN $9.3 BILLION DOLLARS. IN FY 24/25 SFTRAVEL.COM WEBSITE HAD 3,671,517 MILLION VISITORS. SF TRAVEL PRODUCED VARIOUS WEB PUBLICATIONS THAT ATTRACTED MILLIONS OF IMPRESSIONS, SF TRAVEL ALSO DEVELOPED MULTIPLE PAID ADVERTISING CAMPAIGNS DOMESTICALLY AND INTERNATIONALLY AND LAUNCHED A NEW BRAND CAMPAIGN PLATFORM, BELIEVE IN SAN FRANCISCO. FINN PARTNERS, SF TRAVEL'S NEW PR AGENCY, ALONG WITH THE PR TEAM GENERATED 1029 PIECES OF EARNED MEDIA COVERAGE IN CY25, A 630% INCREASE YOY.TOURISM SALES AND MARKETING - DURING FY 24-25, THERE WERE 16 MILLION INTERNATIONAL ENPLANEMENTS AT SFO. SF TRAVEL MAINTAINS 10 INTERNATIONAL REPRESENTATION AGENCIES. HOSTED OVER 26 FAM TRIPS FOR TOP TRAVEL TRADE CLIENTS, INFLUENCERS, AND AIRLINES. ATTENDED INTERNATIONAL AND DOMESTIC TRADE SHOWS, PLANED AND EXECUTED INTEGRATED MARKETING CAMPAIGNS.

• MED PROGRAM SERVICE ACTIVITIES: DURING FY 24-25, MED FUNDS WERE ALLOCATED TOWARDS THE DEBT SERVICE DUE TO THE CITY. ALLOCATED FUNDS, PER THE MED PLAN WERE ALLOCATED TO OFFSET MOSCONE RENT TO ENTICE GROUPS TO BOOK FUTURE DATES AT MOSCONE. FUNDS WERE ALSO ALLOCATED TO THE MOSCONE RENOVATION FUNDS FOR THE UPKEEP AND MAINTENANCE OF MOSCONE CENTER.

• SF WELCOME AMBASSADOR PROGRAM: FUNDS WERE ALLOCATED TO BLOCK BY BLOCK, THE AMBASSADOR VENDOR FOR THE PROGRAM. STAFF WERE DEPLOYED IN THE ASSIGNED AREAS, SPECIFICALLY TOURIST AREAS, TO PROVIDE PROGRAM SERVICES RANGING FROM PROVIDING INFORMATION ABOUT THE CITY, DIRECTIONS, RECOMMENDATIONS, WELL-BEING CHECKS, REPORTING CLEANLINESS PROBLEMS, AND ENSURING GROUPS BOOKED AT MOSCONE AND SF HOTELS FELT SAFE AND WELCOME. FUNDS WERE ALLOCATED TO SF TRAVEL TO OVERSEE THE ADMINISTRATIVE RESPONSIBILITIES OF THE GRANT PROGRAM. FUNDS WERE ALLOCATED TO THE TID FOR THE PAYROLL OF THE PROGRAM DIRECTOR AND ALL RELATED EXPENSES TO THE DIRECTOR'S OVERSIGHT OF THE PROGRAM. FUNDS WERE ALLOCATED TO URBAN PLACE CONSULTING TO HELP ADVISE THE PROGRAM ON CHALLENGES BEYOND THE SCOPE OF WORK THAT SF TRAVEL OR THE TID DID NOT HAVE EXPERTISE IN.

As filed on the 2024 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

No itemized grants to organizations on this return.

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.

• SAN FRANCISCO TRAVEL ASSOCIATION

  501(C)(6) · TO PROMOTE SAN FRANCISCO AS A DESTINATION SITE FOR BUSINESS OR LEISURE · CA

• SAN FRANCISCO TRAVEL FOUNDATION

  501(C)(3) · TO HELP PREPARE FUTURE INDUSTRY LEADERS · CA

Provenance

Return type

form_990

Tax year

2024

Filed

15 May 2026

IRS schema version

2024v5.5

Source object

202611359349309476

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