2024-05-14T10:01:45-07:00 2023-06-30 900673920 WHEELER & EGGER CPAS LLP 945 MORNING STAR DR SONORA CA 95370 990 2022-07-01 942832157 TUOLUMNE COUNTY VISITORS BUREAU INC DBA VISIT TUOLUMNE COUNTY TUOL 2095334420 193 S WASHINGTON ST SONORA CA 95370 LISA MAYO President & CEO 2024-05-14 true LISA MAYO 999009999 true KIMBERLY A EGGER CPA P01222155 2095361218 X 2 AAL1 IAL1 FAL1 2022 2023-04-26 12:10:37Z LISA MAYO 193 S WASHINGTON ST SONORA CA 95370 1846353 false X www.tcvb.com X 1983 CA Form 990, Part I, Line 1 ORGANIZATION MISSION OR MOST SIGNIFICANT ACTIVITIES:TUOLUMNE COUNTY VISITORS BUREAU, DBA VISIT TUOLUMNE COUNTY, IS THE MARKETING ORGANIZATION DESIGNATED TO ENHANCE ECONOMIC GROWTH BY INCREASING TOURISM TO TUOLUMNE COUNTY BY UTILIZING SEVERAL MARKETING STRATEGIES. 13 12 10 0 1703372 1795668 93879 41042 372 9368 352 128 1797975 1846206 0 0 344000 415957 0 0 1622115 1529732 1966115 1945689 -168140 -99483 1620508 1441615 348986 269576 1271522 1172039 Form 990, Part III, Line 1- ORGANIZATION MISSIONTUOLUMNE COUNTY VISITORS BUREAU INCORPORATED (TCVB), DBA VISIT TUOLUMNE COUNTY (VTC) IS A NONPROFIT MUTUAL BENEFIT CORPORATION, ORGANIZED NOVEMBER 23, 1983, UNDER THE LAWS OF THE STATE OF CALIFORNIA AND UNDER SECTION 501 (C) (6) OF THE INTERNAL REVENUE CODE AND OPERATES UNDER THE NAME TUOLUMNE COUNTY VISITORS BUREAU. TCVB WAS FORMED BY AN ORGANIZING COMMITTEE CONSISTING OF THE TUOLUMNE COUNTY LODGING ASSOCIATION, THE TUOLUMNE COUNTY CHAMBER OF COMMERCE, THE HIGHWAY 120 ASSOCATION, AND THE SONORA PASS VACATIONLAND ASSOCIATION. TCVB IS THE DESIGNATED DESTINATION MARKETING ORGANIZATION FOR PROMOTING TUOLUMNE COUNTY TO VISITORS ON A REGIONAL, STATEWIDE, NATIONAL AND GLOBAL LEVEL WITH A FOCUS ON HISTORICAL TOWNS, FOUR-SEASON RECREATION, ARTS AND THEATER, FARMS AND WINERIES, RESTAURANTS AND SHOPS AND ACCOMMODATIONS. THE TCVB IS HOME TO THE TUOLUMNE COUNTY FILM COMMISSION. THE TCVB IS NOT ONLY KEY TO ECONOMIC GROWTH BUT ALSO ECONOMIC RECOVERY FO false false Form 990, Part III, Line 4A PROGRAM SERVICE ACCOMPLISHMENTSTHE 2022 2023 ANNUAL REPORT HIGHLIGHTS THE FOLLOWING ACCOMPLISHMENTS:-CONTINUED ECONOMIC GROWTH AND RECOVERY FOLLOWING COVID-19:-IN 2022, TRAVEL SPENDING IN TUOLUMNE COUNTY GREW TO $251.2 MILLION, A 42% INCREASE FROM 2020 AND A 4% INCREASE FROM 2021. SINCE THE RECORD TRAVEL SPENDING YEAR, 2019, TRAVEL SPENDING IS DOWN BY 8%, BUT IS CONTINUING TO RECOVER. THE COUNTYS TRAVEL INDUSTRY SUPPORTED APPROXIMATELY 2,550* JOBS IN 2022, 250 MORE THAN THE PREVIOUS YEAR, AN 11% INCREASE. INDUSTRY EMPLOYEE EARNINGS: $97 MILLION. TRANSIENT OCCUPANCY TAX FOR TUOLUMNE COUNTY: $7.7 MILLION, AND CITY OF SONORA: $560,000-LOCAL CAMPAIGNS FEATURING RESTAURANT WEEK AND ART WEEK: FOR RESTAURANT WEEK VTC PROMOTED LOCAL RESTAURANTS WITH DIGITAL ADS AND RADIO ADS, SOCIAL MEDIA POSTS, DEDICATED RESTAURANT WEEK FACEBOOK PAGE, AND BY ANNOUNCING THE LAUNCH OF TUOLUMNE COUNTY CRAFT BURGER TRAIL. THIS YEAR MARKED VTCS 3RD ANNUAL ART WEEK PROMOTION. VTC WELCOMED 25 ARTISTS AND 13 VENUES THAT PARTICIPATED IN VTC ART WEEK. ART WEEK WAS PROMOTED THROUGH LOCAL AND REGIONAL MEDIA OUTLETS AND THOUGH SOCIAL MEDIA CHANNELS.-VTC HAS CONTINUED TO PROMOTE SUSTAINABLE TRAVEL THROUGH BLOG ARTICLES, MEDIA PITCHES, AND SOCIAL MEDIA POSTS. VTC LAUNCHED CLEAN-UP DAYS AND A MEANINGFUL TRAVEL WEBPAGE.-VTC CONTINUED TO PROMOTE THE TUOLUMNE COUNTY CRAFT BEVERAGE TRAIL OFFERING A GRAND PRIZE DRAWING IN NOVEMBER. A RELAUNCH OF THE TRAIL IN MAY ADDED THREE NEW PARTNERS TO THE CRAFT BEVERAGE TRAIL. AS A RESULT OF THIS PROGRAM MANY OF THE PARTICIPATING BUSINESSES SAW AN INCREASE IN CUSTOMERS IN THEIR OFF-PEAK BUSINESS HOURS.-VTC LAUNCHED A FOOD THEMED TRAIL, THE CRAFT BURGER TRAIL FEATURING RESTAURANTS THROUGHOUT TUOLUMNE COUNTY WITH BURGERS.-VTC REFRESHED THE MEETING PLANNER GUIDE. VTC ADDED NEW INFORMATION, NEW VENUES, SERVICES, AND TEAM BUILDING ACTIVITIES. THIS GUIDE SERVES AS A SOURCE TO HELP PLANNERS ARRANGE THE BEST MEETING OR GETAWAY FOR THEIR GROUP-VISIT TUOLUMNE COUNTY CREATES AND DISTRIBUTES AN ANNUAL TUOLUMNE COUNTY TRAVEL GUIDE TO INSPIRE TRAVELERS TO PLAN A TRIP TO TUOLUMNE COUNTY. IN 2022, 75,000 COPIES WERE PRINTED AND DISTRIBUTED AT VARIOUS LOCATIONS. THE ANNUAL GUIDE CONTINUES TO BE A VALUABLE RESOURCE FOR VISITORS HIGHLIGHTING THE ASSETS OF TUOLUMNE COUNTY.-A WEBSITE REFRESH WAS COMPLETED IN FALL OF 2022. IN LARGE PART, THE FOCUS OF THE REFRESH WAS TO MAKE THE SITE MORE MOBILE FRIENDLY AS MORE THAN DOUBLE OF USERS ARE USING MOBILE VERSUS DESKTOP.-VISIT TUOLUMNE COUNTY HAS BEEN RUNNING THE WANDER FREELY CAMPAIGN SINCE 2021. IN 2022/2023 VTC GAVE IT A REFRESH AND INTRODUCED THE WANDERFULLY TUOLUMNE COUNTY CAMPAIGN. CHANGING UP TAGLINES AND AD CREATIVE HAS HELPED CAPTURE THE ATTENTION OF NEW AUDIENCES AND RECAPTURE EXISTING AUDIENCES. THIS CONSUMER CAMPAIGN TARGETED FIVE MARKETS BASED ON AVAILABLE FLIGHTS TO NEARBY AIRPORTS, VISITATION DATA, AND WEBSITE ANALYTICS.-VTC CONTINUES TO UTILIZE TRADITIONAL MEDIA PLACEMENTS LIKE PRINT ADS. FOR THE 22/23 YEAR ADS WERE PLACED IN AN ARRAY OF REGIONAL, STATEWIDE, AND NATIONAL PUBLICATIONS-TELEVISION AND RADIO ADVERTISING; VTC CONTINUES TO TAP INTO KEY AUDIENCES THROUGH SPECIAL PROMOTIONS, TRADITIONAL PLACEMENTS, AND STREAMING PLACEMENTS. ALONG WITH SPECIAL PROMOTIONS ON SELECT CHANNELS.-VTC RAN TRADITIONAL BILLBOARDS FOR THE FIRST HALF OF THE YEAR BEFORE SWITCHING TO DIGITAL BILLBOARDS. DIGITAL BILLBOARDS ALLOW VTC TO QUICKLY CHANGE MESSAGING, TO HELP WITH CRISIS COMMUNICATIONS, EVENT PROMOTIONS, AND SEASONAL PROMOTIONS.-DIGITAL ADVERTISING: YEAR OVER YEAR VTC CONTINUES TO EXPAND OUR DIGITAL PRESENCE. ALONG WITH SOCIAL MEDIA WE WORK TO STAY CUTTING EDGE ON UP-AND-COMING PLATFORMS AND PUT FORWARD INITIATIVES THAT WILL SUPPORT OUR MISSION-PARTICIPATED IN MARKETING PARTNERSHIPS WITH REGIONAL, STATE, NATIONAL AND INTERNATIONAL MARKETING ORGANIZATIONS ALLOWING VTC TO LEVERAGE FUNDING AND CAPTURE ADDITIONAL MARKETSHARE WHILE INCREASING VTCS OUTREACH REGIONALLY AND INTERNATIONALLY.- INTERNATIONAL PUBLIC RELATION AND TRAVEL TRADE AGENCIES - VTC WORKS WITH INTERNATIONAL PUBLIC RELATIONS AND TRAVEL TRADE AGENCIES IN SEVERAL DIFFERENT COUNTRIES WHERE CALIFORNIA IS A TOP SELLING DESTINATION. INTERNATIONAL VISITORS STAY LONGER AND SPEND MORE MAKING IT EXTREMELY IMPORTANT TO HAVE A PRESENCE IN THE INTERNATIONAL MARKETS.-SOCIAL MEDIA - VISIT TUOLUMNE COUNTY CONTINUES TO BE VERY ACTIVE ON ITS SIX SOCIAL MEDIA ACCOUNTS, SHARING STRATEGICALLY PLANNED INSPIRATIONAL AND MOTIVATIONAL POSTS TO ENCOURAGE VISITATION. SOCIAL MEDIA IS ALSO A VALUABLE TOOL TO DISTRIBUTE IMPORTANT, TIMELY INFORMATION AS NECESSARY TO THE VISITING PUBLIC AND LOCALS ALIKE, NOTABLY AS WE SAW RECURRING CHANGES IN ROAD CONDITIONS THROUGHOUT THE YEAR.-PUBLICE RELATIONS - THROUGH BOTH MEDIA PITCHES AND VISITS VTC SECURED 157 ARTICLES THAT WERE PLACED THROUGHOUT THE US. THE TOTAL REACH ACROSS ALL ARTICLES WAS NEARLY 829 MILLION UNIQUE MONTHLY VISITORS. MEANING THAT NEARLY 829 MILLION PEOPLE SAW THESE ARTICLES. THE ESTIMATED AD VALUE ON ALL THE ARTICLE PLACEMENTS WAS $7.65 MILLION. false false false false false false false false false true false false true true false false false false false false false false false false false false false false false false false false false false false false false false false false false false false true 12 0 true 10 true false false false false true true false false false X 13 12 false false false false true true false true true false false true true true true false false true false false X LISA MAYO 2095334420 193 S WASHINGTON ST SONORA CA 95370 LISA MAYO President & CEO 40.00 0.00 X X 128325 0 0 PARKYRE ZELISKY-SALCEDO Director 1.00 0.00 X 0 0 0 MICHAEL SHER Director 1.00 0.00 X 0 0 0 STEPHANIE MCCAFFREY SEC/Treasurer 1.00 0.00 X X 0 0 0 JAN VERHAGE Director 1.00 0.00 X 0 0 0 LAUNA VALENTE Director 1.00 0.00 X 0 0 0 KAREN MARINO-LUCKHARDT Director 1.00 0.00 X 0 0 0 KATIE DUNN CHAIRPERSON 1.00 0.00 X X 0 0 0 TERI MARSHALL Director 1.00 0.00 X 0 0 0 ZAC BROXHAM Director 1.00 0.00 X 0 0 0 ERIC BARBARO Director 1.00 0.00 X 0 0 0 CASIE SCHORNICK Director 1.00 0.00 X 0 0 0 RYAN REIS VICE CHAIR 1.00 0.00 X X 0 0 0 128325 1 false false false 0 37424 1758244 1795668 MARKETING COOPERATIVES 10864 10864 PARTNER WORKSHOPS STATE FAIR SPONSORSHIPS TRADE SHOWS 350 350 VACATION PLANNER ADVERTIS 29828 29828 41042 9368 9368 0 0 0 0 0 0 275 147 128 128 MISCELANEOUS 0 1846206 50538 0 0 0 0 128325 118552 9773 0 214762 214762 8938 8649 289 35935 35314 621 27997 27436 561 0 0 24579 24087 492 0 0 0 42418 18717 23701 1333423 1333423 28274 26973 1301 0 0 35199 34573 626 11372 11372 0 15470 15467 3 0 0 12494 4207 4163 44 DUES & SUBSCRIPTIONS 14276 14276 MEMBERSHIP EXPENSES 4049 4049 EQUIPMENT LEASE 2875 2817 58 UNIFORM BRANDING 596 596 500 490 10 1945689 1895716 37479 0 864203 852029 262304 0 0 753 26594 0 0 0 2529 2382 95795 22926 150245 66344 96395 83901 0 0 0 0 298529 453783 1620508 1441615 237539 98939 111447 170637 348986 269576 X 1271522 1172039 1271522 1172039 1620508 1441615 -99483 X true X false true false 23434 9586 13848 99422 39075 60347 27389 17683 9706 83901 DEFERRED COMP 457(b) PLAN ASSETS 110443 RIGHT OF USE LEASE 60194 SECURITY DEPOSITS 1845 TOT RECEIVABLE 281280 UNDEPOSITED FUNDS 21 453783 DEFERRED COMP 457(B) PLAN LIAB 110443 LEASE LIABILITY 60194 170637 Form 990, Part VI, Section A, Line 6 MEMBERS ("PARTNERS") PAY ANNUAL DUES AND ARE PUBLISHED IN THE VISITORS BUREAU'S ANNUAL VACATION PLANNER PUBLICATION AND TCVB WEBSITE TO PROMOTE THE PARTNERS' TOURIST-TARGETED BUSINESSES. Form 990, Part VI, Section B, Line 11b THE EXECUTIVE COMMITTEE OF THE BOARD OF DIRECTORS THOROUGHLY REVIEWS THE TAX RETURN AND FINANCIAL STATEMENTS WITH THE CPA TAX PREPARER; THEN A SUMMARY PRESENTATION IS PROVIDED TO ALL DIRECTORS FOR FINAL APPROVAL. Form 990, Part VI, Section B, Line 12c BYLAWS PROVIDE FOR CONFLICT OF INTEREST POLICY. BEFORE CONTRACTS OR TRANSACTIONS ARE ENTERED INTO THE BOARD IS POLLED FOR ANY MATERIAL FINANCIAL INTEREST IN SUCH ENTITY. Form 990, Part VI, Section B, Line 15a PRESIDENT & CEO'S COMPENSATION IS DETERMINED BY THE EXECUTIVE COMMITTEE OF THE BOARD OF DIRECTORS. THE AMOUNT IS RELATIVE TO SIMILAR POSITIONS IN THE LOCAL AREA AND SUBJECT TO BUDGET CONSTRAINTS. Form 990, Part VI, Section C, Line 19 ALL DOCUMENTS ARE AVAILABLE UPON REQUEST. CONTACT TUOLUMNE COUNTY VISITORS BUREAU AT (209) 533-4420.