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Nonprofiteer
← SAN FRANCISCO TRAVEL ASSOCIATION

Form 990 for tax year 2022

Filed by SAN FRANCISCO TRAVEL ASSOCIATION.

Totals

Total revenue
$21,568,933
Total expenses
$22,297,505
Contributions and grants received
$17,005,499
Grants paid
$0
Program service revenue
$3,869,417
Investment income
$167,499
Other revenue
$526,518
Total assets, end of year
$17,682,699
Total liabilities, end of year
$9,222,744
Net assets or fund balances, end of year
$8,459,955
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

    $15,480,503

  • 1e · Government grants (contributions)

    $1,524,996

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

    total $2,099,284 · related or exempt $2,099,284

  • 2b · Program service revenue: MEMBERSHIP DUES

    total $1,014,391 · related or exempt $1,014,391

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

    total $591,324 · related or exempt $591,324

  • 2d · Program service revenue: MEMBER PROGRAMS

    total $134,418 · related or exempt $134,418

  • 2e · Program service revenue: ADVERTISING

    total $30,000 · unrelated business $30,000

  • 3 · Investment income

    total $126,016 · excluded $126,016

  • 7a · Gross sales of assets other than inventory

    securities $11,584,922

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

    securities $11,543,439

  • 7c · Gain or loss

    securities $41,483

  • 7d · Net gain or loss

    total $41,483 · excluded $41,483

  • 11a · Other revenue: ADMINISTRATIVE SERVICE

    total $470,968 · related or exempt $470,968

  • 11b · Other revenue: ONLINE RESERVATION SYS

    total $50,566 · unrelated business $50,566

  • 11c · Other revenue: COVID TESTING SITE

    total $4,984 · related or exempt $4,984

  • 11e · Other revenue, total

    $526,518

Functional expenses

Part IX, the statement of functional expenses.

  • 5 · Compensation of officers, directors and key employees

    total $3,394,223

  • 7 · Other salaries and wages

    total $4,686,174

  • 8 · Pension plan contributions

    total $511,080

  • 9 · Other employee benefits

    total $924,913

  • 10 · Payroll taxes

    total $453,513

  • 11b · Fees: legal

    total $36,636

  • 11c · Fees: accounting

    total $106,750

  • 11f · Fees: investment management

    total $22,996

  • 11g · Fees: other

    total $351,580

  • 12 · Advertising and promotion

    total $8,809,063

  • 13 · Office expenses

    total $162,908

  • 14 · Information technology

    total $486,568

  • 16 · Occupancy

    total $1,507,552

  • 17 · Travel

    total $434

  • 20 · Interest

    total $13,750

  • 22 · Depreciation, depletion and amortization

    total $514,978

  • 23 · Insurance

    total $205,871

  • 24a · Other expenses: EE RELATIONS & DEVELOPM

    total $53,138

  • 24b · Other expenses: MERCHANT CREDIT CARD &

    total $31,890

  • 24e · All other expenses

    total $23,488

Balance sheet

Part X, book values.

  • 1 · Cash, non-interest-bearing

    beginning of year $2,053,756 · end of year $2,784,460

  • 2 · Savings and temporary cash investments

    beginning of year $467,699 · end of year $570,909

  • 4 · Accounts receivable

    beginning of year $3,100,348 · end of year $4,276,394

  • 9 · Prepaid expenses and deferred charges

    beginning of year $568,005 · end of year $734,695

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

    $6,804,756

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

    $6,103,968

  • 10c · Land, buildings and equipment, net

    beginning of year $1,207,503 · end of year $700,788

  • 11 · Investments: publicly traded securities

    beginning of year $9,562,315 · end of year $5,544,743

  • 12 · Investments: other securities

    beginning of year $719,034 · end of year $734,388

  • 15 · Other assets

    beginning of year $8,615 · end of year $2,336,322

  • 17 · Accounts payable and accrued expenses

    beginning of year $2,963,050 · end of year $3,225,816

  • 19 · Deferred revenue

    beginning of year $1,061,473 · end of year $603,514

  • 25 · Other liabilities

    beginning of year $3,695,742 · end of year $5,393,414

  • 27 · Net assets without donor restrictions

    beginning of year $9,967,010 · end of year $8,459,955

Mission and programs · 2022

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 2022, 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. THE STUDIES REVEALED 21.9 MILLION VISITORS AND SPENDING OF $7.5 BILLION IN 2022, AS WELL AS INSIGHTS INTO CONSUMER BEHAVIORS WHICH WILL BE USED IN SALES AND MARKETING INITIATIVES. 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 2022, 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 2.1 MM VISITORS TO OUR VARIOUS WEBSITES (10 DIFFERENT SITES IN 10 LANGUAGES). THE GLOBAL PR & MEDIA RELATIONS DEPARTMENT GENERATED NEARLY 1,600 PIECES OF EARNED COVERAGE GLOBALLY WITH AN AUDIENCE REACH OF AROUND 1.5 BILLION. ACTIVITIES INCLUDED EUROPE AND MEXICO TOURISM AND MEDIA MISSIONS AND THE HOSTING OF SIX INTERNATIONAL GROUP PRESS TRIPS AND DOZENS OF INDIVIDUAL MEDIA.SAN FRANCISCO TRAVEL CONTINUED TO KEEP THE VISITOR INFORMATION CENTER IN MOSCONE CENTER IN DOWNTOWN SAN FRANCISCO CLOSED DUE TO LACK OF FUNDING TO COVER OPERATIONAL COSTS DIRECTLY IMPACTED BY THE PANDEMIC. THE CALIFORNIA WELCOME CENTER CONTINUES TO OPERATE WITH A COBRANDED RELATIONSHIP WITH SF TRAVEL.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 INCREASED 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 PLANNED AND EXECUTED A RECOVERY MISSION TO EUROPE (UK, GERMANY, FRANCE) WITH PARTICIPATION OF MAYOR BREED, AIMED AT ACCELERATING THE RECOVERY FROM THOSE MARKETS. THE PROGRAM INCLUDED A SERIES OF EVENTS AND HIGH-LEVEL MEETINGS WITH KEY TRADE PARTNERS, MEDIA, AND AIRLINES. IN ADDITION, STAFF ATTENDED KEY TRADE SHOWS, INCLUDING IPW, BRAND USA TRAVEL WEEK AND OTHERS.

As filed on the 2022 return. The filer continues this part on Schedule O, which is not shown here.

Listed in Part VII

  • Joseph D'Alessandro

    PRESIDENT/CEO

    Total calculated
    $964,880
    From this org
    $851,480
    From related orgs
    $0
    Other
    $113,400
    Hours/week
    37.5 + 2 related

    Schedule J breakdown matched by us

    Base
    $621,103
    Bonus
    $230,377
    Other
    $0
    Deferred
    $54,220
    Nontaxable benefits
    $59,180
    Filer's total
    $964,880
  • Nicole Rogers

    EVP, CHIEF CUSTOMER OFFICER

    Total calculated
    $442,147
    From this org
    $343,582
    From related orgs
    $0
    Other
    $98,565
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $308,484
    Bonus
    $35,098
    Other
    $0
    Deferred
    $38,975
    Nontaxable benefits
    $59,590
    Filer's total
    $442,147
  • Tina Wu

    EVP, CHIEF FINANCIAL OFFICER

    Total calculated
    $419,514
    From this org
    $333,629
    From related orgs
    $0
    Other
    $85,885
    Hours/week
    37.5 + 2 related

    Schedule J breakdown matched by us

    Base
    $292,099
    Bonus
    $41,530
    Other
    $0
    Deferred
    $43,843
    Nontaxable benefits
    $42,042
    Filer's total
    $419,514
  • Paul Frentsos

    EVP, COO

    Total calculated
    $389,101
    From this org
    $319,771
    From related orgs
    $0
    Other
    $69,330
    Hours/week
    37.5 + 2 related

    Schedule J breakdown matched by us

    Base
    $280,434
    Bonus
    $39,337
    Other
    $0
    Deferred
    $42,425
    Nontaxable benefits
    $26,905
    Filer's total
    $389,101
  • Hubertus Funke

    EVP, CHIEF TOURISM OFFICER

    Total calculated
    $327,171
    From this org
    $277,862
    From related orgs
    $0
    Other
    $49,309
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $243,396
    Bonus
    $34,466
    Other
    $0
    Deferred
    $36,646
    Nontaxable benefits
    $12,663
    Filer's total
    $327,171
  • Cassandra McGoldrick

    VP, POLICY & EXT AFFRS (LEFT 5/22)

    Total calculated
    $332,142
    From this org
    $264,269
    From related orgs
    $0
    Other
    $67,873
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $232,803
    Bonus
    $31,466
    Other
    $0
    Deferred
    $35,153
    Nontaxable benefits
    $32,720
    Filer's total
    $332,142
  • Christina Hopeman

    VP, INFO/TECH

    Total calculated
    $318,462
    From this org
    $251,327
    From related orgs
    $0
    Other
    $67,135
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $228,472
    Bonus
    $22,855
    Other
    $0
    Deferred
    $34,833
    Nontaxable benefits
    $32,302
    Filer's total
    $318,462
  • Kenley Moy

    VP, NATIONAL SALES

    Total calculated
    $299,763
    From this org
    $250,357
    From related orgs
    $0
    Other
    $49,406
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $220,051
    Bonus
    $30,306
    Other
    $0
    Deferred
    $33,351
    Nontaxable benefits
    $16,055
    Filer's total
    $299,763
  • Lynn Bruni Perkins

    EVP, CHIEF MKT OFFICER (BEG. 8/22)

    Total calculated
    $276,261
    From this org
    $220,544
    From related orgs
    $0
    Other
    $55,717
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $202,208
    Bonus
    $18,336
    Other
    $0
    Deferred
    $30,374
    Nontaxable benefits
    $25,343
    Filer's total
    $276,261
  • Leonie Patrick

    VP, CONVENTION SALES

    Total calculated
    $276,243
    From this org
    $211,697
    From related orgs
    $0
    Other
    $64,546
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $187,893
    Bonus
    $23,804
    Other
    $0
    Deferred
    $29,431
    Nontaxable benefits
    $35,115
    Filer's total
    $276,243
  • Brett Allor

    SR. DIRECTOR, MARKET STRATEGY & RESEARCH

    Total calculated
    $239,389
    From this org
    $196,901
    From related orgs
    $0
    Other
    $42,488
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $179,360
    Bonus
    $17,541
    Other
    $0
    Deferred
    $26,618
    Nontaxable benefits
    $15,870
    Filer's total
    $239,389
  • Howard Pickett

    EVP, CHIEF MKT OFFICER (LEFT 7/22)

    Total calculated
    $243,009
    From this org
    $195,872
    From related orgs
    $0
    Other
    $47,137
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $154,366
    Bonus
    $41,506
    Other
    $0
    Deferred
    $22,671
    Nontaxable benefits
    $24,466
    Filer's total
    $243,009
  • Scott Streeter

    VP, GLOBAL PARTNERSHIPS

    Total calculated
    $244,585
    From this org
    $186,569
    From related orgs
    $0
    Other
    $58,016
    Hours/week
    37.5

    Schedule J breakdown matched by us

    Base
    $169,212
    Bonus
    $17,357
    Other
    $0
    Deferred
    $25,967
    Nontaxable benefits
    $32,049
    Filer's total
    $244,585
  • Ike Kwon

    CHAIR

    Total calculated
    $0
    Hours/week
    2
  • Terry Lewis

    CHAIR-ELECT

    Total calculated
    $0
    Hours/week
    2 + 2 related
  • Kirsten Komoroske

    VICE CHAIR

    Total calculated
    $0
    Hours/week
    2
  • Randall Reynoso

    SECRETARY-TREASURER

    Total calculated
    $0
    Hours/week
    2 + 2 related
  • Gail Hunter

    PUBLIC POLICY CHAIR

    Total calculated
    $0
    Hours/week
    2
  • Annie Allen

    TOURISM COUNCIL CHAIR

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

    MARKETING COUNCIL CHAIR

    Total calculated
    $0
    Hours/week
    2
  • Jon Kimball

    IMMEDIATE PAST CHAIR

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

    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
  • Jennifer Buffo

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Yoyo Chan

    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
  • Papia Gambelin

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Christine Gaudenzi

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Terry Haney

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Roger Huldi

    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
  • John Konstin

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Corinna Luebbe

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Matt Middlebrook

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Stefan Muhle

    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

    Total calculated
    $0
    Hours/week
    2
  • Brian Sheehy

    DIRECTOR

    Total calculated
    $0
    Hours/week
    2
  • Laurie Thomas

    DIRECTOR

    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

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 IS THE ONLY EMPLOYEE WHO CAN FLY FIRST CLASS FOR BUSINESS TRAVEL. HE IS ALSO THE ONLY STAFF MEMBER THAT IS ALLOWED FOR TRAVEL COMPANION (HIS SPOUSE) FOR PURPOSE OF ENTERTAINING BUSINESS CLIENTS DURING TRAVEL. THESE ARE TREATED AS NON-TAXABLE BENEFITS.

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
2022
Filed
2 November 2023
IRS schema version
2022v5.0
Source object
202313129349300301

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