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 ReynosoRANDALL REYNOSO
CHAIR
- Total calculated
- $0
- Hours/week
- 2
-
Terry LewisTERRY LEWIS
CHAIR-ELECT
- Total calculated
- $0
- Hours/week
- 2 + 2 related
-
Ike KwonIKE KWON
IMMEDIATE PAST CHAIR
- Total calculated
- $0
- Hours/week
- 2 + 2 related
-
Michael BaierMICHAEL BAIER
SECRETARY/TREASURER
- Total calculated
- $0
- Hours/week
- 2 + 2 related
-
Christine GaudenziCHRISTINE GAUDENZI
MARKETING COUNCIL CHAIR
- Total calculated
- $0
- Hours/week
- 2
-
Anna Marie PresuittANNA MARIE PRESUITT
MEETING AND CONVENTION COUNCIL CHAIR
- Total calculated
- $0
- Hours/week
- 2
-
Gail HunterGAIL HUNTER
PUBLIC POLICY CHAIR
- Total calculated
- $0
- Hours/week
- 2
-
Annie AllenANNIE ALLEN
TOURISM CHAIR
- Total calculated
- $0
- Hours/week
- 2
-
John AndersonJOHN ANDERSON
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Gary BauerGARY BAUER
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
James BeaumonteJAMES BEAUMONTE
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Jill BensonJILL BENSON
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Mario BevilacquaMARIO BEVILACQUA
DIRECTOR (THRU 04/23)
- Total calculated
- $0
- Hours/week
- 2
-
Jennifer BuffoJENNIFER BUFFO
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Carmen ChuCARMEN CHU
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Sandra FletcherSANDRA FLETCHER
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Andrew FreemanANDREW FREEMAN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Nany FullmoreNANY FULLMORE
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Papia GambelinPAPIA GAMBELIN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Terry HaneyTERRY HANEY
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Maria JensonMARIA JENSON
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Heather KeenanHEATHER KEENAN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Kirsten KomoroskeKIRSTEN KOMOROSKE
DIRECTOR (THRU 06/23)
- Total calculated
- $0
- Hours/week
- 2
-
John KonstinJOHN KONSTIN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
David LewinDAVID LEWIN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Stephen McLeodSTEPHEN MCLEOD
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Yoyo MurphyYOYO MURPHY
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Joey NevinJOEY NEVIN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Kathy PaverKATHY PAVER
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Kirk PedersonKIRK PEDERSON
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Ivar SateroIVAR SATERO
DIRECTOR (THRU 04/23)
- Total calculated
- $0
- Hours/week
- 2
-
Kate SofisKATE SOFIS
DIRECTOR (THRU 04/23)
- Total calculated
- $0
- Hours/week
- 2
-
Jenny ThomassianJENNY THOMASSIAN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Markus TreppenhauerMARKUS TREPPENHAUER
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Raymond VermolenRAYMOND VERMOLEN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Cindy Wong-ChenCINDY WONG-CHEN
DIRECTOR
- Total calculated
- $0
- Hours/week
- 2
-
Joseph D'AlessandroJOSEPH 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 WuTINA 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 BeckSCOTT 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 RogersNICOLE 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 FrentsosPAUL 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 FunkeHUBERTUS 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 McGoldrickCASSANDRA 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 PerkinsLYNN 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 HopemanCHRISTINA 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 MoyKENLEY 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 AllorBRETT 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 StreeterSCOTT 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 LincolnLORI 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.
-
SAN FRANCISCO TRAVEL FOUNDATION
501(C)(3) · TO HELP PREPARE FUTURE INDUSTRY LEADERS · CA · controlled entity
Directly controlled by SAN FRANCISCO TRAVEL ASSOCIATION
-
SAN FRANCISCO TOURISM IMPROVEMENT DISTRICT MANAGEMENT CORP
501(C)(6) · TO ADVANCE AND PROMOTE THE HOTEL AND TOURISM INDUSTRY WITHIN SAN FRANCISCO · CA
Provenance
- Return type
- form_990
- Tax year
- 2023
- Filed
- 4 November 2024
- IRS schema version
- 2023v5.1
- Source object
- 202443119349304079
Check it against the return as filed: the GivingTuesday Data Lake hosts a public copy of the original XML.
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