2026-04-02T22:04:57-05:00 2025-12-31 271895149 Heveron & Company CPAs PLLC 260 Plymouth Avenue South Rochester NY 14608 990 2025-01-01 160611680 Greater Rochester Visitors Association Inc GREA 5852798300 45 East Avenue Suite 400 Rochester NY 14604 Donald Jeffries President/CEO 5855463070 2026-05-15 1 Stephanie Annunziata P00195472 5852322956 2026-03-31 2025 2025-03-06 01:10:19Z Donald Jeffries 45 East Avenue Suite 400 Rochester NY 14604 4791303 0 X www.visitrochester.com X 1932 NY Publicize the City of Rochester and Monroe County, promote its reputation and enhance its image. 17 17 36 108 14735 2640 268355 343523 3839438 4332074 34342 12842 6773 550 4148908 4688989 207828 217204 0 0 2133275 2245337 0 0 0 2154779 2209784 4495882 4672325 -346974 16664 1422523 2020791 891908 1463662 530615 557129 X To advocate for appropriate destination development, investment, and increased community awareness, appreciation and support for the visitor industry. 0 0 Convention/Meeting Sales and Services:Convention Sales and Services is responsible for initiating direct sales contact with associations, organizations and individuals throughout the United States who can choose Monroe County as a site location for meetings and conventions. Professional staff works to familiarize meeting planners about the Greater Rochester features and benefits that support a site choice for conventions, meetings, tradeshows and events. Sales programs include personal sales, tradeshows exhibition, direct marketing, familiarization tours, sales missions and collaborative promotions with the Greater Rochester hospitality industry and other NYS destinations.(Continued on Schedule O)The department routinely evaluates Greater Rochester's resources relative to competitive destinations and uses the information to strengthen the local product and enhance bid proposals for group business.A vital component of successful convention marketing is the endorsement of local and regional residents who are members of, or affiliated with, targeted organizations. The sales and marketing process extends to local individuals in a way that cultivates their support of a bid for Monroe County to be a meeting site for a specific organization.An extensive array of convention services are offered during the sales process and provided to organizations prior to and during their stay in Monroe County. These services enhance the delegates' overall experience and result in higher attendance, lengthened duration of stay and an increase per person visitor expenditures.In 2025, the Convention Sales and Services Division: - Booked meeting and convention business that collectively resulted in 63,696 delegates - Created 42,299 nights worth of future business for Monroe County lodging facilities - Sent 147 service requests to members for booked business opportunities - Distributed 80,663 pieces of Rochester promotional material to event delegates Tourism/Leisure Marketing: Tourism marketing and development attracts out-of-town leisure visitors who spend time and money at Monroe County attractions, cultural institutions, festivals and events, and in recreational pursuits. The leisure market creates the most personal impressions of the area because of how visitors spend their time and what they experience while here. Monroe County has significant appeal to leisure travelers and is geographically located to capitalize on its internationally known attractions.(Continued on Schedule O)GRVA's tourism and marketing division develops and implements advertising programs, collateral distribution systems, resource enhancement programs, market promotions, and travel-trade partnerships that reach broad tourism markets and special interest groups. Many programs are developed in collaboration with GRVA member organizations and with regional destination marketing partners including entities in the Finger Lakes region and Erie Canal Corridor.Target markets include:- A major focus for year-round visitation encompassing markets within a 250-mile radius including Canadian populations, attracted through digital, print, connected tv, and ooh tactics. - Family travelers from the downstate region of New York state, I-81 corridor in Pennsylvania, and surrounding drive-in markets including western Massachusetts, Vermont, and Cleveland, Ohio. These visitors are attracted through a major campaign that includes digital, print, and connect tv.- Travelers who are already in, or planning visits to nearby regions with an ability to include our county in their travels- International visitors who are traveling by ground transportation from New York City to Niagara Falls, attracted through a program called Wine, Water, and Wonders of New York State in conjunction with Corning Museum of Glass, Finger Lakes Tourism Alliance, Destination Niagara USA, Visit Ithaca, Watkins Glen Area Chamber of Commerce, Hudson Valley Tourism, Discover Long Island, and Delta Air Lines- Group tour/travel trade, attracted through direct sales programs and with the help of packaged visits that include nearby attractions, wineries, etc.- Encouraging local residents to invite their families and friendsGRVA estimates that a combined 2 million visitors came from at least 50 miles away, across all tourism segments (leisure, business-conventions and sporting event, and international) in 2024. Specific tracking of programs is difficult and research is generally accomplished with regional and state partners. Locally, anecdotal information provided by attractions, weekend and holiday hotel occupancy, comparative event attendance, and industry data tools is largely the source used to measure tourism and related expenditures. Activity indexes are used as a reliable source to help determine leisure interest and resulting business Rochester NY Sports Commission:The Sports Commission initiates the direct sales contact with event holders throughout the United States, who can choose Monroe County as a location for a future event. All sales, marketing and administrative tasks are the full responsibility of the Visit Rochester sales department. This department works diligently to promote Monroe County through its sports marketing efforts. Programs include working with local facilities, tradeshows, direct marketing, familiarization tours and sales missions. The department highlights the important impact athletics have on our community's economic vitality and quality of life.(Continued on Schedule O)An important component to the success of our events is our relationship with the facilities and universities, that are able to host a sporting event. There is a very heavy lift involved in hosting events and with Visit Rochester's resources, we are able to work together to bring sports events to Monroe County. The local/regional residents, who run events and/or are affiliated with targeted sport events are also an important component on our success. These individuals can extend the sales efforts by cultivating their support for the bid process for Monroe County.In 2025, the Sports Commission: - Booked tournament and sports-related event business that collectively resulted in 168,606 delegates - Created 57,366 trackable room nights worth of future business for Monroe County lodging facilities 0 1 0 0 0 0 0 0 0 1 0 0 1 1 0 0 1 0 0 0 0 0 0 0 0 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 1 0 0 1 6 0 1 36 1 1 1 0 0 0 0 0 0 0 0 0 X 17 17 0 0 0 0 1 1 0 1 1 0 0 1 1 1 1 1 1 1 0 0 NY X X X Jeanine Battermann 5852798320 45 East Avenue Suite 400 Rochester NY 14604 Fran Antonelli Vice Chair 1.00 X X 0 0 0 Hon Adam Bello Member 1.00 X 0 0 0 Craig F Curran Member 1.00 X 0 0 0 Hon Malik Evans Member 1.00 X 0 0 0 Bill Gunther Chair 1.00 X X 0 0 0 Bob Duffy Member 1.00 X 0 0 0 Rob Norris Member 1.00 X 0 0 0 Bill Strassburg Member 1.00 X 0 0 0 Joseph Rulison Member 1.00 X 0 0 0 Gregory Smith Member 1.00 X 0 0 0 John Urlaub Treasurer 1.00 X X 0 0 0 Hillary Olson Member 1.00 X 0 0 0 Corey Dooley Member 1.00 X 0 0 0 Steve Dubnik Member 1.00 X 0 0 0 Steve Hausmann Member 1.00 X 0 0 0 Jett Mehta Member 1.00 X 0 0 0 Yversha Roman Member 1.00 X 0 0 0 Donald Jeffries President/CEO 37.50 1.00 X 275306 0 46887 Jeanine Battermann VP of Finance 37.50 X 135150 0 21091 Erin Kivel Secretary 37.50 X 54963 0 4177 Wendy O'Duffy VP of Sales 37.50 X 117625 0 7643 Greg LaDuca VP of Industry 37.50 X 133217 0 26883 Rich Mackey Sales Manager 37.50 X 102341 0 24075 Amanda Fox VP Event Services 37.50 X 100074 0 30567 Diana Keating VP Marketing 37.50 X 100074 0 5113 Tim James Sales Manager 37.50 X 103544 0 27502 1122294 0 193938 8 0 1 0 0 336139 7384 7384 343523 Hotel/Motel Tax 721110 4137500 4137500 Membership Income 900099 179839 179839 Member Cooperatives 541800 14735 14735 4332074 12381 12381 102775 102314 461 461 461 Other Income 900099 550 550 550 4688989 4317889 14735 12842 217204 478434 1385501 43903 208672 128827 3500 17712 37806 850379 76162 28498 239416 118749 6374 3189 11224 Promotions/Special Proj 456596 Collateral Material Pri 99845 FAM/Site Visits 62275 Education and Training 56438 141621 4672325 129318 115777 2486 252521 200364 23329 71076 95642 404758 385141 22807 19617 516051 436472 480421 1077433 1422523 2020791 357315 349416 534593 1114246 891908 1463662 X 530615 557129 530615 557129 1422523 2020791 16664 9850 0 X 0 1 X 1 0 RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 55055 49618 5437 233803 219623 14180 115900 115900 0 19617 Investments Held For Deferred Compensation 558675 Right of Use Assets Operating Leases 518758 1077433 Deferred Compensation 558675 Refundable Advance 36813 Operating Liabilities 518758 1114246 1 RochesterFinger Lakes Film & Video Office Inc 45 East Avenue Rochester NY 14604 161408059 501(c)(3) 217204 0 Funding for Operations 1 Part I, Line 2: The Executive Director of the Rochester/Finger Lakes Film and Video Office (RFLFVO) reports directly to the President/CEO of the Greater Rochester Visitors Association (GRVA). The Executive Director of the RFLFVO prepares their own annual and monthly budget, including revisions. All of the RFLFVO accounting is handled by the CFO of GRVA. The President/CEO and Board of GRVA and the Executive Director of RFLFVO receive monthly financial statements of RFLFVO. Budget variances are discussed with the CFO and Executive Director to make certain total expenditures are in-line with budgeted amounts to ensure a balanced budget. X X X X 0 0 0 Donald Jeffries President/CEO 229507 0 43438 0 2361 0 30350 0 16537 0 322193 0 0 0 Greg LaDuca VP of Industry 123717 0 9500 0 0 0 3712 0 23171 0 160100 0 0 0 Jeanine Battermann VP of Finance 125650 0 9500 0 0 0 3624 0 17467 0 156241 0 0 0 Form 990, Part VI, Section A, line 6 The Organization has seven classes of members. Form 990, Part VI, Section A, line 7a Certain classes of membership have the right to appoint one or more directors to the Board. Form 990, Part VI, Section B, line 11b The 990 was sent to all Board members for comments and review prior to filing. Form 990, Part VI, Section B, line 12c The conflict of interest policy requires disclosure of any potential real or perceived conflict by staff or members of the Board. Opportunity is provided at each meeting of the Board of Directors for these disclosures under the topic of New Business. Occasionally, various Board Members have abstained from voting on issues which might appear to provide an opportunity for conflict, whenever this occurs, it is duly noted in the Minutes of the meeting. Form 990, Part VI, Section B, line 15a Following the end of the calendar year, the President/CEO summarizes production accomplishments of the organization (based upon goals established in the Board approved Business Plan.) This summary is provided to the Chair of the Board and the Chair of the Board's Personnel Committee for review. Additionally, once the outside audit is completed, its results are also presented to these persons. The Chair of the Personnel Committee convenes a meeting of the entire Personnel Committee to evaluate the results and evaluate the CEO's performance for the year, without the President/CEO present. The Committee then drafts its recommendations for CEO compensation for the following year. At a regular meeting of the entire Board, an Executive Session, without the staff or CEO, is held to discuss the draft recommendations of the Committee. The actions taken by the Board - in relation to the Committee's draft - are then discussed in a private meeting with the Chair of the Board, the Chair of the Personnel Committee and the CEO. The Board's action is then implemented. Form 990, Part VI, Section C, line 19 The Association makes its governing documents, conflict of interest policy, and financial statements available to the public upon request. Form 990, Part VII, Part A Erin Kivel was compensated for the role as an employee only, and received no additional compensation for the role as Secretary. The compensation is not included in Part IX, line 5 of the Form 990 for this reason. RochesterFinger Lakes Film & Video Office Inc 45 East Avenue Suite No 400 Rochester NY 14604 161408059 To attract film and video production that shoot on location. NY 501(c)(3) Line 7 Greater Rochester Visitors Association Inc 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 0