2022-09-12T12:16:13-05:00 2021-12-31 390758449 WIPFLI LLP PO BOX 8700 MADISON WI 537088700 990 2021-01-01 391174876 GREATER MADISON CONVENTION & VISITORS BUREAU INC GREA 6082552537 22 EAST MIFFLIN STREET MADISON WI 53703 ELLIE WESTMAN CHIN PRESIDENT/CEO 6082584944 2022-09-09 1 ELLIE WESTMAN CHIN 999009999 KARL ECK CPA P01454876 6082741980 2022-09-09 3 AAL1 IAL1 2021 2023-04-26 12:10:37Z ELLIE WESTMAN CHIN 22 EAST MIFFLIN STREET MADISON WI 53703 6433124 0 X WWW.VISITMADISON.COM X 1972 WI TO PROMOTE THE GREATER MADISON AREA AS A CONVENTION AND TOURIST LOCATION. 23 23 34 23 25075 0 698724 1670471 4101727 4572340 105480 64156 27221 47253 4933152 6354220 0 0 0 0 2572982 2350806 0 0 0 1415909 2057981 3988891 4408787 944261 1945433 7711633 9355214 1139537 832003 6572096 8523211 X GREATER MADISON CONVENTION & VISITORS BUREAU, INC.'S MISSION IS TO INSPIRE A LOVE OF MADISON. WE DO THIS BY LEADING AND DIRECTING THE DESTINATION'S TOURISM INDUSTRY IN STRATEGIC AND DYNAMIC ACTIVITIES. ACCOMPLISHING THIS MISSION WILL RESULT IN SUPPORT FOR OUR EFFORTS AND INCREASED, OPTIMUM LEVELS OF VISITOR TRAFFIC AND MAXIMUM GENERATION OF VISITOR DOLLARS FOR MADISON AND DANE COUNTY. THE IMPACT OF LIVING THIS MISSION ON A DAY-TO-DAY BASIS IS SUMMED UP BY OUR VISION FOR THE DESTINATION, OUR DESTINATION PARTNERS, AND OUR ORGANIZATION TEAM: MADISON IS A PLACE FOR ALL. 0 0 CONVENTION SERVICES:SERVICES TO MEETING PLANNERS, CONVENTIONS, INCLUDING DELEGATE HOUSING, PROGRAM PLANNING ASSISTANCE, AND PROVISION OF MEETING SUPPLIES. DUE TO COVID-19, MOST CONVENTIONS AND TOURISMS WERE RESTRICTED DURING THE CALENDAR YEAR. SALES:DIRECT AND INDIRECT SALES TO CONVENTION AND MEETING PLANNERS, GROUP TOUR OPERATIONS, TOURISTS, AND LOCAL BUSINESSES. PARTNERSHIP SERVICES:SERVICES TO MEMBERS INCLUDING SALES REFERRALS, MARKETING, AND BUSINESS PLANNING. VISITOR SERVICES:SERVICES PROVIDED TO PROSPECTIVE VISITORS TO MADISON AND THE SURROUNDING AREA. SPORTS MARKETING:DIRECT AND INDIRECT SALES TO SPORTS ORGANIZERS AND RIGHTS HOLDERS TO PROMOTE MADISON AS A HOST CITY FOR THEIR EVENT. 0 1 0 0 0 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1 1 0 1 23 0 34 0 1 1 0 0 0 0 0 0 0 X 23 23 0 0 0 0 0 0 0 1 1 0 0 0 1 1 0 1 1 1 0 0 X ELLIE WESTMAN CHIN 6082552537 22 EAST MIFFLIN STREET MADISON WI 53703 DIANE MORGENTHALER EXECUTIVE VICE PRESIDENT 40.00 X 142363 0 12422 JOHN LEINEN VICE PRESIDENT OF SALES 40.00 X 131285 0 18671 KATE DALE VICE PRESIDENT OF MARKETING & BRNAD STRATEGY 40.00 X 118241 0 16330 JAMIE PATRICK VICE PRESIDENT OF SALES, SPORTS & SERVICES 40.00 X 102637 0 20810 ELLIE WESTMAN CHIN PRESIDENT & CEO 40.00 1.00 X 204231 0 14171 GREG FRANK IMMEDIATE PAST CHAIR 4.00 X X 0 0 0 ROB CRAIN CHAIR 2.00 X X 0 0 0 JANE CLARK VICE CHAIR 4.00 X X 0 0 0 STEVE ZANONI SECRETARY 4.00 X X 0 0 0 BREWER STOUFFER TREASURER 4.00 X X 0 0 0 TURINA BAKKEN DIRECTOR 2.00 X 0 0 0 SHERI CARTER DIRECTOR 2.00 X 0 0 0 MARK CLEAR DIRECTOR 2.00 X 0 0 0 BALTAZAR DE ANDA SANTANA DIRECTOR 2.00 X 0 0 0 THOMAS DOTT DIRECTOR 2.00 X 0 0 0 JEFF HAUPT DIRECTOR 2.00 X 0 0 0 CHARLES HOSLET DIRECTOR 2.00 X 0 0 0 LAURA CULLEN HUIBREGTSE DIRECTOR 2.00 X 0 0 0 ANGELA KINDERMAN DIRECTOR 2.00 X 0 0 0 TYLER LEEPER DIRECTOR 2.00 X 0 0 0 JOE LOEHNIS DIRECTOR 2.00 X 0 0 0 SANDY MORALES DIRECTOR 2.00 X 0 0 0 ERIC ROTTIER DIRECTOR 2.00 X 0 0 0 JUDD SCHEMMEL DIRECTOR 2.00 X 0 0 0 MARC SHERRY DIRECTOR 2.00 X 0 0 0 SHELIA STUBBS DIRECTOR 2.00 X 0 0 0 MISSY TRACY DIRECTOR 2.00 X 0 0 0 NOBLE WRAY DIRECTOR 2.00 X 0 0 0 698757 0 82404 5 0 1 0 SHINE UNITED LLC 200 N HENRY ST MADISON WI 53703 MARKETING SERVICES 520668 1 1670471 1670471 CONTRACT REVENUE 900099 4164561 4164561 PARTNERSHIP DUES 900099 224912 224912 182867 182867 4572340 10460 10460 132600 78904 53696 53696 53696 ADVERTISING INCOME 541800 25075 25075 JOINT EFFORT MARKETING 900099 22178 22178 47253 6354220 4572340 25075 86334 X 218402 1699738 77555 133249 221862 315 60969 466793 281984 80602 215466 277641 212197 52713 PROGRAM EXPENSES 257320 RESEARCH EXPENSES 57250 MEMBERSHIPS & SUBSCRIPT 28743 65988 4408787 1000 1000 6327509 7837622 275194 367301 74608 78358 404416 278929 178200 125487 660643 719840 194479 225606 7711633 9355214 335291 177504 264440 61256 247245 267245 292561 325998 1139537 832003 X 6572096 8523211 6572096 8523211 7711633 9355214 1945433 5682 0 X 0 1 X 1 0 RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 0 1 X 98861 40656 58205 305555 238273 67282 125487 DEFERRED COMPENSATION PAYABLE 225606 DEFERRED LEASE LIABILITY 100392 325998 X PART IV, LINE 2B: THE CITY OF MADISON CONTRACTED WITH THE ORGANIZATION TO ADMINISTER A PROGRAM TO PROVIDE RENT, SHUTTLE, OR EVENT SUBSIDIES TO GROUPS BOOKING AT MONONA TERRACE FOR CITY WIDE CONVENTIONS. THE ORGANIZATION ACCOUNTS FOR THE RECEIPT AND DISBURSEMENT OF FUNDS FOR THIS PROGRAM AS AGENCY TRANSACTIONS SINCE THE ORGANIZATION DOES NOT HAVE VARIANCE POWER FOR THESE FUNDS. A COMMITTEE COMPRISED PRIMARILY OF INDIVIDUALS UNRELATED TO THE ORGANIZATION HAS AUTHORITY OVER THE ASSISTANCE FUNDS AVAILABLE. DANE COUNTY HAS CONTRACTED WITH THE ORGANIZATION TO ADMINISTER A PROGRAM TO PROVIDE MARKETING INCENTIVES TO ATTRACT SPORTS TOURISM EVENTS IN DANE COUNTY. THE ORGANIZATION REVIEWS GRANT APPLICATIONS AND FORWARDS RECOMMENDATIONS TO THE DANE COUNTY PERSONNEL AND FINANCE COMMITTEE FOR REVIEW AND APPROVAL. ADDITIONALLY, THE ORGANIZATION CONTRACTUALLY SETS ASIDE FUNDS TO INCENTIVIZE ORGANIZATIONS TO BOOK AT THE ALLIANT ENERGY CENTER FORWARDING RECOMMENDATIONS TO THE ALLIANT ENERGY CENTER BOOKING ASSISTANCE PROGRAM COMMITTEE. THE ORGANIZATION ACCOUNTS FOR THE RECEIPT AND DISBURSEMENT OF FUNDS FOR THESE PROGRAMS AS AGENCY TRANSACTIONS SINCE THE ORGANIZATION DOES NOT HAVE FINAL APPROVAL OF THE USE OF THESE FUNDS. PART X, LINE 2: THE ORGANIZATION MUST RECOGNIZE THE TAX BENEFIT ASSOCIATED WITH TAX POSITIONS TAKEN FOR TAX RETURN PURPOSES WHEN IT IS MORE-LIKELY-THAN-NOT THE POSITION WILL BE SUSTAINED. THE ORGANIZATION DOES NOT BELIEVE THERE ARE ANY MATERIAL UNCERTAIN TAX POSITIONS AND, ACCORDINGLY, IT DID NOT RECOGNIZE ANY LIABILITY FOR UNRECOGNIZED TAX BENEFITS. X X X 1 1 X X X 1 0 0 DIANE MORGENTHALER EXECUTIVE VICE PRESIDENT 107569 0 0 0 34794 0 5446 0 6976 0 154785 0 0 0 ELLIE WESTMAN CHIN PRESIDENT & CEO 173062 0 2500 0 28669 0 0 0 14171 0 218402 0 0 0 PART I, LINE 4A SEVERANCE PAYMENTS TO JOHN LEINEN $14,210 AND DIANE MORGENTHALER $34,794.68 FORM 990, PART VI, SECTION B, LINE 11B THE FORM 990 IS REVIEWED BY GREATER MADISON CONVENTION & VISITORS BUREAU, INC.'S ACCOUNTING MANAGER, EXECUTIVE DIRECTOR, AND OUR BOARD TREASURER PRIOR TO FILING THE RETURN WITH THE INTERNAL REVENUE SERVICE. FORM 990, PART VI, SECTION B, LINE 15A COMPENSATION IS DETERMINED BY LENGTH OF SERVICE, SALARY COMPARISON TO PEERS, AND PERFORMANCE REVIEW. BOARD CHAIR AND BOARD VICE CHAIR REVIEW PERFORMANCE AND SET SALARY. FORM 990, PART VI, SECTION C, LINE 19 THE ORGANIZATION'S GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY, AND FINANCIAL STATEMENTS ARE AVAILABLE UPON REQUEST. FORM 990, PART IX, LINE 11G OTHER PROFESSIONAL FEES 466,793. DESTINATION MADISON FOUNDATION INC 22 EAST MIFFLIN STREET MADISON WI 53703 201127385 ECONOMIC DEVELOPMENT WI 501(C)(3) LINE 12A, I GREATER MADISON CONVENTION & VISITORS BUREAU INC 1 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 0 1 0 0