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Nonprofiteer
← SAN FRANCISCO TRAVEL ASSOCIATION

Form 990 for tax year 2023

Filed by SAN FRANCISCO TRAVEL ASSOCIATION.

Totals

Total revenue
$29,866,275
Total expenses
$29,279,182
Contributions and grants received
$25,794,674
Grants paid
$0
Program service revenue
$3,429,056
Investment income
$140,750
Other revenue
$501,795
Total assets, end of year
$18,878,266
Total liabilities, end of year
$9,607,111
Net assets or fund balances, end of year
$9,271,155
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.

Revenue

Part VIII, the statement of revenue.

  • 1d · Related organizations

    $19,047,396

  • 1e · Government grants (contributions)

    $6,747,278

  • 2a · Program service revenue: MEMBER CO-OP ADVERTISI

    total $1,602,030 · related or exempt $1,602,030

  • 2b · Program service revenue: MEMBERSHIP DUES

    total $1,076,403 · related or exempt $1,076,403

  • 2c · Program service revenue: MEMBER CO-OP PROGRAMS

    total $532,373 · related or exempt $532,373

  • 2d · Program service revenue: MEMBER PROGRAMS

    total $166,663 · related or exempt $166,663

  • 2e · Program service revenue: ADVERTISING

    total $51,587 · unrelated business $51,587

  • 3 · Investment income

    total $140,750 · excluded $140,750

  • 7a · Gross sales of assets other than inventory

    securities $6,204,723

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

    securities $6,204,723

  • 7c · Gain or loss

    securities $0

  • 7d · Net gain or loss

    total $0

  • 11a · Other revenue: ADMINISTRATIVE SERVICE

    total $441,576 · related or exempt $441,576

  • 11b · Other revenue: ONLINE RESERVATION SYS

    total $60,219 · unrelated business $60,219

  • 11e · Other revenue, total

    $501,795

Functional expenses

Part IX, the statement of functional expenses.

  • 5 · Compensation of officers, directors and key employees

    total $3,649,603

  • 7 · Other salaries and wages

    total $6,077,379

  • 8 · Pension plan contributions

    total $660,786

  • 9 · Other employee benefits

    total $1,149,728

  • 10 · Payroll taxes

    total $578,701

  • 11b · Fees: legal

    total $91,208

  • 11c · Fees: accounting

    total $112,740

  • 11f · Fees: investment management

    total $12,660

  • 11g · Fees: other

    total $478,236

  • 12 · Advertising and promotion

    total $13,523,311

  • 13 · Office expenses

    total $151,063

  • 14 · Information technology

    total $470,741

  • 16 · Occupancy

    total $1,474,154

  • 17 · Travel

    total $34,203

  • 20 · Interest

    total $13,757

  • 22 · Depreciation, depletion and amortization

    total $467,510

  • 23 · Insurance

    total $211,258

  • 24a · Other expenses: EE RELATIONS & DEVELOPM

    total $83,239

  • 24b · Other expenses: MERCHANT CREDIT CARD &

    total $38,329

  • 24c · Other expenses: LOSS ON DISPOSAL OF ASS

    total $576

Balance sheet

Part X, book values.

  • 1 · Cash, non-interest-bearing

    beginning of year $2,784,460 · end of year $2,324,747

  • 2 · Savings and temporary cash investments

    beginning of year $570,909 · end of year $687,768

  • 4 · Accounts receivable

    beginning of year $4,276,394 · end of year $9,871,829

  • 9 · Prepaid expenses and deferred charges

    beginning of year $734,695 · end of year $886,003

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

    $6,812,820

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

    $6,571,477

  • 10c · Land, buildings and equipment, net

    beginning of year $700,788 · end of year $241,343

  • 11 · Investments: publicly traded securities

    beginning of year $5,544,743 · end of year $3,022,173

  • 12 · Investments: other securities

    beginning of year $734,388 · end of year $760,720

  • 15 · Other assets

    beginning of year $2,336,322 · end of year $1,083,683

  • 17 · Accounts payable and accrued expenses

    beginning of year $3,225,816 · end of year $4,947,403

  • 19 · Deferred revenue

    beginning of year $603,514 · end of year $727,137

  • 25 · Other liabilities

    beginning of year $5,393,414 · end of year $3,932,571

  • 27 · Net assets without donor restrictions

    beginning of year $8,459,955 · end of year $9,271,155

Mission and programs · 2023

Mission

TO ENHANCE THE LOCAL ECONOMY BY MARKETING SAN FRANCISCO AND THE BAY AREA AS THE PREMIER DESTINATION FOR CONVENTIONS, MEETINGS, EVENTS AND LEISURE TRAVEL.

  • AS THE CITY'S OFFICIAL VISITOR PROMOTION ORGANIZATION, THE PRIMARY PURPOSE OF THE SAN FRANCISCO TRAVEL ASSOCIATION IS TO ENHANCE SAN FRANCISCO'S ECONOMY BY PROMOTING THE CITY AS A SITE FOR CONVENTIONS AND TRADE SHOWS, AND AS A DESTINATION FOR LEISURE TRAVELERS. IN SUPPORT OF THIS PURPOSE, SAN FRANCISCO TRAVEL PROVIDES SALES AND MARKETING, AS WELL AS INFORMATION SERVICES TO FACILITATE AN EXCELLENT VISITOR EXPERIENCE AND ENHANCE THE VISIBILITY OF ITS MEMBERS.DURING PERIOD JANUARY TO DECEMBER 2023, SAN FRANCISCO TRAVEL'S CONVENTION DIVISION BOOKED FUTURE MEETINGS REPRESENTING 705,301 HOTEL ROOM NIGHTS. THE DIVISION CONTINUED TO REFINE SALES STRATEGIES FOR BOTH CITYWIDE CONVENTIONS AS WELL AS SELF-CONTAINED STRATEGIES TO ADDRESS BUSINESS DURING THE MOSCONE EXPANSION PERIOD.SAN FRANCISCO TRAVEL COMPLETED COMPREHENSIVE RESEARCH ON VISITOR ATTITUDES, USAGE, AND VISITATION IN THE DOMESTIC AND INTERNATIONAL MARKETS. SF TRAVEL CONTINUES TO USE THE CUSTOM ECONOMIC IMPACT CALCULATOR MODULE FOR CONVENTIONS, SPORT EVENTS AND SPECIAL EVENT. ADDITIONALLY, SAN FRANCISCO TRAVEL ASSOCIATION CONTINUES TO UTILIZE DATABASE MODELING AND INTELLIGENCE FOR VISITOR VOLUME, PAID NIGHTS AND TOTAL VISITOR SPEND BY COUNTRY AND REGION TO BETTER TRACK ROI OF SALES AND MARKETING SPEND.IN 2023, SAN FRANCISCO TRAVEL PUBLIC POLICY STAFF ALONG WITH THE BOARD OF DIRECTORS CONTINUED TO EDUCATE AND ADVOCATE AROUND ISSUES WHICH AFFECT THE VISITOR EXPERIENCE, AND THEREFORE THE ECONOMIC IMPACT OF THE INDUSTRY. SF TRAVEL SUPPORTED INCREASED FUNDING FOR STREET CLEANING, HOMELESS SERVICES, AND SECURITY, AS WELL AS ADVOCATED FOR ACCOMMODATIONS AND IMPROVED TRANSPORTATION SERVICES TO MEET CLIENT NEEDS.THE MARKETING ORGANIZATION DEVELOPED MARKETING CAMPAIGNS THAT GENERATED MILLIONS OF VISITORS TO OUR VARIOUS WEBSITES IN DIFFERENT LANGUAGES. THE GLOBAL PR & MEDIA RELATIONS DEPARTMENT GENERATED NEARLY OVER 1,000 PIECES OF EARNED COVERAGE GLOBALLY.SAN FRANCISCO TRAVEL PUBLISHED THE FOLLOWING DIGITAL TITLES IN PARTNERSHIP WITH MILES MEDIA: THE SAN FRANCISCO VISITORS PLANNING GUIDE FOR DISTRIBUTION TO THE TRAVELING PUBLIC AS WELL AS SEVERAL MAP-GUIDES IN MULTIPLE LANGUAGES. IN ADDITION, A MEETING PLANNER'S GUIDE AND A TRAVEL PLANNER'S GUIDE ARE ALSO PUBLISHED FOR FREE DISTRIBUTION TO THE MEETING PLANNERS AND PROFESSIONAL TRAVEL PLANNERS DOMESTICALLY AND INTERNATIONALLY. THESE PUBLICATIONS WERE AVAILABLE IN DIGITAL FORMATS THAT COULD BE DOWNLOADED AS PDFS. SAN FRANCISCO TRAVEL'S TOURISM STAFF EXECUTED SEVEN FULLY INTEGRATED PROMOTIONAL MARKETING CAMPAIGNS IN KEY INTERNATIONAL MARKETS, INCLUDING CANADA, UK, GERMANY, AND INDIA. ALL CAMPAIGNS FEATURED A ROOM NIGHT GENERATING COMPONENT. THE TEAM ALSO SUCCESSFULLY RENEWED ITS CONTRACT WITH SAN FRANCISCO INTERNATIONAL AIRPORT (SFO) FOR INTERNATIONAL MARKETING SERVICES, PROVIDING CRITICAL SUPPORT FOR MANY OF OUR INTERNATIONAL PROGRAMS. THE RENEWED CONTRACT, AWARDED AFTER A RIGOROUS RFP PROCESS AND WITH AN ANNUAL AMOUNT OF $1.3M, WAS ISSUED FOR THE PERIOD JAN 1, 2023 - DEC 31, 2027, WITH TWO OPTIONS TO RENEW THE AGREEMENT FOR A PERIOD OF TWO YEARS EACH. STAFF ALSO ATTENDED KEY MISSIONS, TRADE SHOWS, INCLUDING IPW, BRAND USA TRAVEL WEEK AND OTHERS.

As filed on the 2023 return. The filer continues this part on Schedule O, which is not shown here.

Listed in Part VII

  • Randall Reynoso

    CHAIR

    Total calculated
    $0
    Hours/week
    2
  • Terry Lewis

    CHAIR-ELECT

    Total calculated
    $0
    Hours/week
    2 + 2 related
  • Ike Kwon

    IMMEDIATE PAST CHAIR

    Total calculated
    $0
    Hours/week
    2 + 2 related
  • Michael Baier

    SECRETARY/TREASURER

    Total calculated
    $0
    Hours/week
    2 + 2 related
  • Christine Gaudenzi

    MARKETING COUNCIL CHAIR

    Total calculated
    $0
    Hours/week
    2
  • Anna Marie Presuitt

    MEETING AND CONVENTION COUNCIL CHAIR

    Total calculated
    $0
    Hours/week
    2
  • Gail Hunter

    PUBLIC POLICY CHAIR

    Total calculated
    $0
    Hours/week
    2
  • Annie Allen

    TOURISM CHAIR

    Total calculated
    $0
    Hours/week
    2
  • John Anderson

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Gary Bauer

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • James Beaumonte

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Jill Benson

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Mario Bevilacqua

    DIRECTOR (THRU 04/23)

    Total calculated
    $0
    Hours/week
    2
  • Jennifer Buffo

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Carmen Chu

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Sandra Fletcher

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Andrew Freeman

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Nany Fullmore

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Papia Gambelin

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Terry Haney

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Maria Jenson

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Heather Keenan

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Kirsten Komoroske

    DIRECTOR (THRU 06/23)

    Total calculated
    $0
    Hours/week
    2
  • John Konstin

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • David Lewin

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Stephen McLeod

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Yoyo Murphy

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Joey Nevin

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Kathy Paver

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Kirk Pederson

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Ivar Satero

    DIRECTOR (THRU 04/23)

    Total calculated
    $0
    Hours/week
    2
  • Kate Sofis

    DIRECTOR (THRU 04/23)

    Total calculated
    $0
    Hours/week
    2
  • Jenny Thomassian

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Markus Treppenhauer

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Raymond Vermolen

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Cindy Wong-Chen

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Joseph D'Alessandro

    PRESIDENT/CEO

    Total calculated
    $1,077,141
    From this org
    $959,876
    From related orgs
    $0
    Other
    $117,265
    Hours/week
    37.5 + 2 related

    Schedule J breakdown matched by us

    Base
    $656,601
    Bonus
    $303,275
    Other
    $0
    Deferred
    $58,120
    Nontaxable benefits
    $59,145
    Filer's total
    $1,077,141
  • Tina Wu

    EVP, CHIEF FINANCIAL OFFICER

    Total calculated
    $448,219
    From this org
    $359,737
    From related orgs
    $0
    Other
    $88,482
    Hours/week
    37.5 + 2 related

    Schedule J breakdown matched by us

    Base
    $308,907
    Bonus
    $50,830
    Other
    $0
    Deferred
    $46,465
    Nontaxable benefits
    $42,017
    Filer's total
    $448,219
  • Scott Beck

    PRESIDENT/CEO (START 10/30/23)

    Total calculated
    $133,264
    From this org
    $129,685
    From related orgs
    $0
    Other
    $3,579
    Hours/week
    37.5 + 2 related
  • Nicole Rogers

    EVP, CHIEF CUSTOMER OFFICER

    Total calculated
    $487,938
    From this org
    $378,633
    From related orgs
    $0
    Other
    $109,305
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $326,387
    Bonus
    $52,246
    Other
    $0
    Deferred
    $49,750
    Nontaxable benefits
    $59,555
    Filer's total
    $487,938
  • Paul Frentsos

    EVP, COO

    Total calculated
    $417,941
    From this org
    $344,373
    From related orgs
    $0
    Other
    $73,568
    Hours/week
    37.5 + 2 related

    Schedule J breakdown matched by us

    Base
    $296,311
    Bonus
    $48,062
    Other
    $0
    Deferred
    $44,962
    Nontaxable benefits
    $28,606
    Filer's total
    $417,941
  • Hubertus Funke

    EVP, CHIEF TOURISM OFFICER

    Total calculated
    $350,955
    From this org
    $298,637
    From related orgs
    $0
    Other
    $52,318
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $256,971
    Bonus
    $41,666
    Other
    $0
    Deferred
    $38,836
    Nontaxable benefits
    $13,482
    Filer's total
    $350,955
  • Cassandra McGoldrick

    EVP, CHIEF POLICY & EXT AFFRS OFFICER

    Total calculated
    $380,505
    From this org
    $303,514
    From related orgs
    $0
    Other
    $76,991
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $262,016
    Bonus
    $41,498
    Other
    $0
    Deferred
    $39,700
    Nontaxable benefits
    $37,291
    Filer's total
    $380,505
  • Lynn Bruni Perkins

    EVP, CHIEF MKT OFFICER

    Total calculated
    $353,643
    From this org
    $286,120
    From related orgs
    $0
    Other
    $67,523
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $257,225
    Bonus
    $28,895
    Other
    $0
    Deferred
    $38,920
    Nontaxable benefits
    $28,603
    Filer's total
    $353,643
  • Christina Hopeman

    VP, INFO/TECH

    Total calculated
    $340,769
    From this org
    $269,392
    From related orgs
    $0
    Other
    $71,377
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $241,941
    Bonus
    $27,451
    Other
    $0
    Deferred
    $36,974
    Nontaxable benefits
    $34,403
    Filer's total
    $340,769
  • Kenley Moy

    VP, NATIONAL SALES

    Total calculated
    $316,704
    From this org
    $264,970
    From related orgs
    $0
    Other
    $51,734
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $233,317
    Bonus
    $31,653
    Other
    $0
    Deferred
    $35,403
    Nontaxable benefits
    $16,331
    Filer's total
    $316,704
  • Brett Allor

    VP. MARKET STRATEGY & RESEARCH

    Total calculated
    $254,968
    From this org
    $210,583
    From related orgs
    $0
    Other
    $44,385
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $190,090
    Bonus
    $20,493
    Other
    $0
    Deferred
    $28,266
    Nontaxable benefits
    $16,119
    Filer's total
    $254,968
  • Scott Streeter

    VP, GLOBAL PARTNERSHIPS

    Total calculated
    $265,695
    From this org
    $203,479
    From related orgs
    $0
    Other
    $62,216
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $181,284
    Bonus
    $22,195
    Other
    $0
    Deferred
    $28,078
    Nontaxable benefits
    $34,138
    Filer's total
    $265,695
  • Lori Lincoln

    VP, GLOBAL PR & MEDIA RELATIONS

    Total calculated
    $255,587
    From this org
    $202,658
    From related orgs
    $0
    Other
    $52,929
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $180,762
    Bonus
    $21,896
    Other
    $0
    Deferred
    $27,251
    Nontaxable benefits
    $25,678
    Filer's total
    $255,587

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 · First-class or charter travel
  • 1a · Travel for companions
  • 1b · Written policy on the line-1a expenses
  • 2 · Substantiation required before reimbursing expenses
  • 3 · Compensation committee
  • 3 · Form 990 of other organizations
  • 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

The filer's explanations (Part III)

PART I, LINE 1A
THE CEO WAS THE ONLY EMPLOYEE WHO COULD FLY FIRST CLASS FOR BUSINESS TRAVEL. THE CEO IS ALSO THE ONLY STAFF MEMBER THAT IS ALLOWED TRAVEL FOR COMPANION FOR PURPOSE OF ENTERTAINING BUSINESS CLIENTS DURING TRAVEL. THESE ARE TREATED AS NON-TAXABLE BENEFITS. THIS POLICY WAS DISCONTINUED AT THE END OF 2023 AND IS NO LONGER AVAILABLE TO THE CEO.

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.

Provenance

Return type
form_990
Tax year
2023
Filed
4 November 2024
IRS schema version
2023v5.1
Source object
202443119349304079

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