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        <PersonNm>Ken Smith</PersonNm>
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        <ReportableCompFromRltdOrgAmt>0</ReportableCompFromRltdOrgAmt>
        <OtherCompensationAmt>0</OtherCompensationAmt>
      </Form990PartVIISectionAGrp>
      <Form990PartVIISectionAGrp>
        <PersonNm>Bill Wilson</PersonNm>
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        <OtherCompensationAmt>0</OtherCompensationAmt>
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      <ContractorCompensationGrp>
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      <GrantsToDomesticOrgsGrp>
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      </GrantsToDomesticOrgsGrp>
      <GrantsToDomesticIndividualsGrp>
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      <ForeignGrantsGrp>
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      <BenefitsToMembersGrp>
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      <CompCurrentOfcrDirectorsGrp>
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        <ProgramServicesAmt>53942</ProgramServicesAmt>
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        <ManagementAndGeneralAmt>169698</ManagementAndGeneralAmt>
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      <PensionPlanContributionsGrp>
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        <ManagementAndGeneralAmt>77113</ManagementAndGeneralAmt>
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        <ManagementAndGeneralAmt>4708</ManagementAndGeneralAmt>
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      <PayrollTaxesGrp>
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      <FeesForServicesManagementGrp>
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      <FeesForServicesLegalGrp>
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        <ManagementAndGeneralAmt>4957</ManagementAndGeneralAmt>
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      <FeesForServicesAccountingGrp>
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        <ManagementAndGeneralAmt>19706</ManagementAndGeneralAmt>
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      <FeesForServicesLobbyingGrp>
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      <FeesForServicesProfFundraising>
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      <FeesForSrvcInvstMgmntFeesGrp>
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        <ManagementAndGeneralAmt>25744</ManagementAndGeneralAmt>
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      <AdvertisingGrp>
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        <ProgramServicesAmt>2165916</ProgramServicesAmt>
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      <OfficeExpensesGrp>
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        <ManagementAndGeneralAmt>14726</ManagementAndGeneralAmt>
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      <InformationTechnologyGrp>
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      <RoyaltiesGrp>
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      <OccupancyGrp>
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        <ManagementAndGeneralAmt>111940</ManagementAndGeneralAmt>
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      <TravelGrp>
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        <ProgramServicesAmt>75348</ProgramServicesAmt>
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      <PymtTravelEntrtnmntPubOfclGrp>
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      <ConferencesMeetingsGrp>
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      </ConferencesMeetingsGrp>
      <InterestGrp>
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      <PaymentsToAffiliatesGrp>
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      </PaymentsToAffiliatesGrp>
      <DepreciationDepletionGrp>
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      <InsuranceGrp>
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        <ManagementAndGeneralAmt>12519</ManagementAndGeneralAmt>
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      <OtherExpensesGrp>
        <Desc>EVENT HOSTING</Desc>
        <TotalAmt>104368</TotalAmt>
        <ProgramServicesAmt>104368</ProgramServicesAmt>
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      <OtherExpensesGrp>
        <Desc>DUES &amp; REPORT SERVICES</Desc>
        <TotalAmt>67445</TotalAmt>
        <ProgramServicesAmt>67445</ProgramServicesAmt>
      </OtherExpensesGrp>
      <OtherExpensesGrp>
        <Desc>FAM TOURS/SITE VISITS</Desc>
        <TotalAmt>35297</TotalAmt>
        <ProgramServicesAmt>35297</ProgramServicesAmt>
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      <OtherExpensesGrp>
        <Desc>RESEARCH</Desc>
        <TotalAmt>25475</TotalAmt>
        <ProgramServicesAmt>25475</ProgramServicesAmt>
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        <ProgramServicesAmt>24587</ProgramServicesAmt>
        <ManagementAndGeneralAmt>61948</ManagementAndGeneralAmt>
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        <ProgramServicesAmt>3181006</ProgramServicesAmt>
        <ManagementAndGeneralAmt>620481</ManagementAndGeneralAmt>
        <FundraisingAmt>0</FundraisingAmt>
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        <EOYAmt>581845</EOYAmt>
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        <EOYAmt>655620</EOYAmt>
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      <OtherLiabilitiesGrp>
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        <EOYAmt>987204</EOYAmt>
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        <EOYAmt>240324</EOYAmt>
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        <EOYAmt>2487089</EOYAmt>
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      <ReconcilationRevenueExpnssAmt>440848</ReconcilationRevenueExpnssAmt>
      <MethodOfAccountingAccrualInd>X</MethodOfAccountingAccrualInd>
      <AccountantCompileOrReviewInd>true</AccountantCompileOrReviewInd>
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      <AuditCommitteeInd>true</AuditCommitteeInd>
      <FederalGrantAuditRequiredInd>false</FederalGrantAuditRequiredInd>
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    <IRS990ScheduleB documentId="IRS990ScheduleB" softwareId="23017517" softwareVersionNum="2023v5.1">
      <ContributorInformationGrp>
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        <ContributorBusinessName>
          <BusinessNameLine1>RESTRICTED</BusinessNameLine1>
        </ContributorBusinessName>
        <ContributorUSAddress>
          <AddressLine1>RESTRICTED</AddressLine1>
          <AddressLine2>RESTRICTED</AddressLine2>
          <City>RESTRICTED</City>
          <State>RESTRICTED</State>
          <ZIPCode>RESTRICTED</ZIPCode>
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        <TotalContributionsAmt>RESTRICTED</TotalContributionsAmt>
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    <IRS990ScheduleD documentId="IRS990ScheduleD" softwareId="23017517" softwareVersionNum="2023v5.1">
      <OtherLiabilitiesOrgGrp>
        <Desc>LEASE LIABILITY</Desc>
        <Amt>263120</Amt>
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      <TotalLiabilityAmt>263120</TotalLiabilityAmt>
      <TotalRevEtcAuditedFinclStmtAmt>4242335</TotalRevEtcAuditedFinclStmtAmt>
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      <TotalRevenuePerForm990Amt>4242335</TotalRevenuePerForm990Amt>
      <TotExpnsEtcAuditedFinclStmtAmt>3801487</TotExpnsEtcAuditedFinclStmtAmt>
      <ExpensesSubtotalAmt>3801487</ExpensesSubtotalAmt>
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    </IRS990ScheduleD>
    <IRS990ScheduleO documentId="IRS990ScheduleO" softwareId="23017517" softwareVersionNum="2023v5.1">
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>Form 990, Part VI, Section B, Line 11b</FormAndLineReferenceDesc>
        <ExplanationTxt>The accounting firm will prepare the 990 and send a draft copy to Scott Wilson,President &amp; CEO for approval before filing. Once approved, we will notify the accounting firm who will finalize the return for electronic filing.</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>Form 990, Part VI, Section B, Line 12c</FormAndLineReferenceDesc>
        <ExplanationTxt>The organization tracks and address all issues that might lead to a conflict of interest. Some Board members provided through their businesses services/products to the TVCVB. These are tracked and accounted for in the accounting records of the organization and are subject to Board review. Most of the 2023 amounts were under $500 per Board member. The exceptions over the $500 threshold were: Melody's Ad Works $25,600, Pechanga Resort and Casino $43,686, Temecula Valley Winegrower's Association $824, A Grape Escape Balloon Adventure $980, Wilson Creek Winery &amp; Vineyards $740, Baily's Restaurant &amp; Nightclub $1,154, Home2Suites $2,757, South Coast Winery Resort &amp; Spa $5,221, Ponte Vineyard Inn &amp; Winery $1,308, Europa Village Wineries &amp; Resort $1,077, Stryder Transportation $1,350.(These organizations were related to Board Members)</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>Form 990, Part VI, Section B, Line 15a</FormAndLineReferenceDesc>
        <ExplanationTxt>COMPENSATION FOR THE CEO IS DETERMINED AND APPROVED BY THE BOARD. A REVIEW OF COMPARABLE SALARIES IS GENERALLY PERFORMED TO ENSURE THE SALARY PAID IS IN LINE WITH INDUSTRY STANDARDS.</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>Form 990, Part VI, Section B, Line 15b</FormAndLineReferenceDesc>
        <ExplanationTxt>ONE OF THE BOARD MEMBERS PERFORMS 1099 SERVICES FOR THE ORGANIZATION. THE BOARD REVIEWS INDEPENDENTLY THIS CONTRACT AND AMOUNT. KEY EMPLOYEE'S DURING THE 2023 YEAR ARE THE CEO, CFO, AND CMO.</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>Form 990, Part VI, Section C, Line 19</FormAndLineReferenceDesc>
        <ExplanationTxt>Governing documents, conflict of interest policy and financial statements are made available to the public upon request.</ExplanationTxt>
      </SupplementalInformationDetail>
    </IRS990ScheduleO>
  </ReturnData>
</Return>