2026-07-17T08:59:53-07:00 2025-09-30 752593210 Sutton Frost Cary LLP 200 E Front St Suite 200 Arlington TX 76011 990 2024-10-01 752456622 DALLAS CONVENTION & VISTIORS BUREAU DALL 2145711000 1807 ROSS AVENUE 450 DALLAS TX 75201 KATHIE PARSONS CFO 2026-07-17 true true Ileana Gamillo Esparza P02424259 8176498083 2024 2025-03-06 01:10:19Z CRAIG DAVIS 1807 ROSS AVENUE 450 DALLAS TX 75201 26069456 false X WWW.VISITDALLAS.COM X 1992 TX OUR MISSION IS TO MARKET DALLAS GLOBALLY TO BENEFIT OUR COMMUNITY AND VISITORS. 25 25 103 425 124363 6745 12247817 5621017 19267629 19345140 102065 342923 450987 615021 32068498 25924101 1500000 0 0 12284176 13000921 0 0 18863727 11194274 32647903 24195195 -579405 1728906 27696646 26341391 15946255 12820297 11750391 13521094 OUR MISSION IS TO MARKET DALLAS GLOBALLY TO BENEFIT OUR COMMUNITY ANDVISITORS. false false CITY SALES AND MARKETING:FISCAL YEAR 2025 (FY25) WAS MARKED BY SIGNIFICANT MILESTONES AND DEVELOPMENT IN DALLAS' FUTURE, UNDERSCORING A COMMITMENT TO ENHANCING THE CITY AS A PREMIER DESTINATION FOR BUSINESS AND LEISURE TRAVEL. IT WAS DEFINED BY THE PROGRESS OF SEVERAL KEY PROJECTS, SUCCESSFUL PARTNERSHIPS AND STRATEGIC EFFORTS, MOST NOTABLY THE ANNOUNCEMENT OF FIFA MATCHES AND THE CONTINUATION OF THE KAY BAILEY HUTCHISON CONVENTION CENTER MASTER PLAN, WHICH WILL CHANGE DALLAS' URBAN LANDSCAPE FOR DECADES TO COME. A KEY COMPONENT OF THE MASTER PLAN IS THE DEVELOPMENT OF A NEW CONVENTION CENTER THAT WILL PROVIDE AN INTEGRATED VERTICAL FOOTPRINT, ENHANCED SPACES AND A REDEVELOPED CONVENTION DISTRICT. TO ACCOMMODATE CONSTRUCTION, A PORTION OF THE CENTER CLOSED IN JULY 2025. THE VISIT DALLAS TEAM HAS SUCCESSFULLY BOOKED 68 DEFINITE CONVENTIONS IN THE NEW CONVENTION CENTER, REPRESENTING $1.75 BILLION IN FUTURE ECONOMIC IMPACT FOR 2029 AND BEYOND. THIS ENTHUSIASM UNDERSCORES THE STRONG DEMAND FOR DALLAS AS A CONVENTION DESTINATION.IN FY25, VISIT DALLAS BOOKED 1.3 MILLION ROOM NIGHTS FOR A TOTAL ECONOMIC IMPACT OF $1.55 BILLION. THE TEAM BOOKED 1,400 EVENTS, INCLUDING 19 CITYWIDES. IN FY25, VISIT DALLAS CONTINUED TO BUILD ON THE SUCCESS OF ITS NATIONAL LEISURE AND TRADE CAMPAIGN, CAUSE WE CAN, FURTHER AMPLIFYING THE CITYS MAVERICK, CAN-DO SPIRIT THROUGH TARGETED, HIGH-IMPACT MEDIA PLACEMENTS. GUIDED BY THE SMARI MARKET POTENTIAL MODEL, THE CAMPAIGN MAINTAINED A STRONG PRESENCE IN KEY REGIONAL DRIVE AND FLY MARKETS WHILE STRATEGICALLY EXPANDING INTO LARGER NATIONAL DMAS TO MAXIMIZE RETURN ON INVESTMENT. THIS YEARS RESULTS UNDERSCORE THE STRENGTH AND CONTINUED MOMENTUM OF THE CAUSE WE CAN CAMPAIGN. VISIT DALLAS ACHIEVED RECORD-SETTING EFFICIENCY WITH A $0.06 COST PER AWARE HOUSEHOLDDOWN FROM $0.19 IN FY24 AND $0.26 IN FY23. EXPANSION INTO LARGER MARKETS HAS CONTINUED TO YIELD STRONG RETURNS, AS THESE VISITORS TEND TO STAY LONGER AND SPEND MORE. THE OVERALL DIRECT IMPACT OF PAID MEDIA INCREASED BY MORE THAN 60% TO $307 MILLION, DRIVING 526,000 INFLUENCED ROOM NIGHTSUP FROM 382,000 FROM LAST FISCAL YEAR AND GENERATING A REMARKABLE ROI OF $159:1, UP FROM $148:1 THE PREVIOUS YEAR.ANOTHER EXCITING DEVELOPMENT IS THE CONTINUATION OF DALLAS INVOLVEMENT IN THE MICHELIN GUIDE TEXAS. THE MICHELIN GUIDE IS THE GOLD STANDARD IN CULINARY TOURISM, AND DALLAS INCLUSION WILL ELEVATE THE CITYS VIBRANT CULINARY SCENE, DIVERSE OFFERINGS, AND WORLD-CLASS CHEF COMMUNITY. THIS RECOGNITION POSITIONS DALLAS AS A PREMIER DINING DESTINATION ALONGSIDE AUSTIN, FORT WORTH, HOUSTON, AND SAN ANTONIO. EVENT PROCUREMENT AND HOSPITALITY:VISITORS TO DALLAS CONTRIBUTED $6.9 BILLION IN DIRECT SPENDING WITH A TOTAL IMPACT OF $10.9 BILLION TO THE CITY'S ECONOMY, GENERATING 60,000 JOBS. FY25 FOCUSED HEAVILY ON NEW BOOKING STRATEGIES FOR 2026-2029, DURING THE CONSTRUCTION PHASE OF THE NEW CONVENTION CENTER. THE PRIMARY FOCUS IS TO BOOST GROUP BUSINESS FOCUSING ON MINIWIDES AND SELF-CONTAINED BUSINESS WITH NEW INCENTIVES, COUNTERING THE REVENUE IMPACT ON THE CITY DURING THE CONSTRUCTION PERIOD. THIS KEY INITIATIVE INVOLVES COLLABORATING WITH TOP THIRD-PARTY MEETING PLANNING PARTNERS AND SELLING AVAILABLE DATES DURING THE CONSTRUCTION PERIOD BY OFFERING INCREASED INCENTIVES TO THEIR CUSTOMERS FOR CONFIRMED BUSINESS BETWEEN 2026-2029.IN FY25, DALLAS MADE BIG HEADLINES WHEN IT WAS SELECTED TO HOST THE INTERNATIONAL BROADCAST CENTER FOR THE FIFA WORLD CUP 2026. IN ADDITION TO WELCOMING THOUSANDS OF VISITORS, DALLAS WILL SERVE AS THE BROADCAST LOCATION FOR ALL THE MATCHES, PLACING THE CITY ON THE GLOBAL STAGE AND FURTHER BOOSTING ITS TOURISM INDUSTRY. THE WORLD CUP WILL NOT ONLY BRING ECONOMIC BENEFITS BUT ALSO ENHANCE DALLAS' INTERNATIONAL REPUTATION FOR YEARS TO COME.THIS YEAR, EVENTS BOOKED BY THE DALLAS SPORTS COMMISSION (DSC) WELCOMED OVER 990,000 ATTENDEES TO DALLAS. THESE RESULTS UNDERSCORED DALLAS' GROWING REPUTATION AS A PREMIER DESTINATION FOR SPORTS, TOURISM, AND MAJOR EVENTS. DTPID PROGRAM MANAGEMENT:PAID MEDIA PLACEMENTS EXECUTED THROUGH THE VISIT DALLAS TEAM DELIVERED MASSIVE REACH, OUTPERFORMING GOALS AND BENCHMARKS IN ALL KEY CATEGORIES AND RESULTING IN OVER 317 MILLION IMPRESSIONS IN FY25. DTPID-SPONSORED CONFERENCES AND TRADESHOWS WERE EXECUTED BY VISIT DALLAS TO AMPLIFY THE DALLAS BRAND. THESE EVENTS PRODUCED VITAL ONE-ON-ONE APPOINTMENTS WITH ACCESS TO IMPORTANT DECISION-MAKERS WHO DETERMINE THE PLACEMENT OF FUTURE EVENTS AND MEETINGS. THE DTPID EVENT MARKETING INCENTIVE PROGRAM, MANAGED BY VISIT DALLAS, CONTINUED TO SIGNIFICANTLY IMPACT OUR CULTURAL INSTITUTIONS BY INJECTING NEARLY $1.7 MILLION TO BENEFIT 87 ORGANIZATIONS, GENERATING OVER 260,000 REPORTED HOTEL ROOM NIGHTS.IN FY25, DTPID PROVIDED FUNDING TO SUPPORT MORE THAN 350 SITE VISITS AND FAMS - KEEPING DALLAS A TOP PLAYER IN WORLDWIDE DESTINATIONS - AS VISIT DALLAS BROUGHT TOUR OPERATORS, TRAVEL AGENTS, JOURNALISTS, AND EVENT PLANNERS TO DALLAS TO EXPERIENCE THE CITY FIRST-HAND. false true false false false false false false false true false false false true true true true false true true false false false false false false false false true false false false true false false true false false false false false false false true 91 0 true 103 true true true false false false false false false false X 25 25 false false false false false false false true true false false true true true true true true true true false X KATHIE PARSONS 4698412023 1807 ROSS AVENUE 450 DALLAS TX 75201 CRAIG DAVIS President & CEO 40.00 0.00 X 672646 0 45278 DONALD BRAD KENT SVP, CHIEF SALES OFFICER 40.00 0.00 434959 0 41029 JACQUELINE RUTLEDGE-THRU 125 CFO 40.00 0.00 X 404455 0 32090 JENNIFER WALKER SVP, CMO 40.00 0.00 339871 0 29470 MARK THOMPSON SVP, TOURISM & OPERATIONS 40.00 0.00 312932 0 25457 MONICA PAUL EXECUTIVE DIRECTOR, DSC 40.00 0.00 310191 0 22195 CHERYL RICHARDS SVP, CHIEF EOI OFFICER 40.00 0.00 257623 0 35876 PETER GOULD VP COMPLIANCE/LEGA 40.00 0.00 203170 0 30911 MICHAEL RUDOWSKI VP OF RESEARCH & I 40.00 0.00 192086 0 36028 JENNIFER BUMBALO VP OF SALES 40.00 0.00 205603 0 10960 HERMINIA MUNOZ VP OF SALES 40.00 0.00 187830 0 26117 LACEY COOK REG. DIR. OF SALES 40.00 0.00 188821 0 18682 DARIELA ESQUIVEL BOARD SECRETARY 40.00 0.00 X 107898 0 17343 TERESA COLEMAN WASH Director 0.00 0.00 X 0 0 0 CHRIS HEINBAUGH Director 0.00 0.00 X 0 0 0 STEPHEN D'AGOSTINO Director 0.00 0.00 X 0 0 0 TRACI MAYER Director 0.00 0.00 X 0 0 0 STEVE GOLDBERG Director 0.00 0.00 X 0 0 0 HARRISON BLAIR Director 0.00 0.00 X 0 0 0 PIO DEL CASTILLO Director 0.00 0.00 X 0 0 0 MARNESE BARSKDALE ELDER Director 0.00 0.00 X 0 0 0 JEAN DEAN Director 0.00 0.00 X 0 0 0 CHRIS PILAVAKIS Director 0.00 0.00 X 0 0 0 GREG WHITE Director 0.00 0.00 X 0 0 0 AMY THARP Director 0.00 0.00 X 0 0 0 MITZI TALLY Director 0.00 0.00 X 0 0 0 BRUCE ROY Director 0.00 0.00 X 0 0 0 VIRGILE RIVET Director 0.00 0.00 X 0 0 0 MAYUR PATEL Director 0.00 0.00 X 0 0 0 JESSE OLIVER Director 0.00 0.00 X 0 0 0 STEVE KEMBLE Director 0.00 0.00 X 0 0 0 KIYUNDRA JONES Director 0.00 0.00 X 0 0 0 APRIL ALLEN Director 0.00 0.00 X 0 0 0 ADAM BAZALDUA Director 0.00 0.00 X 0 0 0 DUANE DANKESREITER Director 0.00 0.00 X 0 0 0 RICARDO ORTIZ Director 0.00 0.00 X 0 0 0 MARY PAT HIGGINS BOARD CHAIR 0.00 0.00 X 0 0 0 JAMES SMITH BOARD CHAIR ELE 0.00 0.00 X 0 0 0 KATHIE PARSONS-525 CFO 40.00 0.00 X 0 0 0 3818085 371436 41 false true false TALK NERDY TO ME LLC DBA THE EVENT NERD 3523 PUGET ST DALLAS TX 75212 EVENT PRODUCTION SERVICES 339304 NEXTFACTOR ENTERPRISES INC 5 STRACHAN POINT RD WEST VANCOUVER BRITISH COLUMBIA CA V7W1C1 TOURISM CONSULTING 220600 TONY FAY PUBLIC RELATIONS LLC 2021 CRABAPPLE DR PLANO TX 75074 PUBLIC RELATION SERVICES 216049 EH TEASLEY AND CO INC 4443 SIMONTON DALLAS TX 75244 DIGITAL PRINTING SERVICES 227346 STEVE KEMBLE EVENT DESIGN 2206 MARILLA ST DALLAS TX 75201 EVENT PRODUCTION SERVICES 205626 9 5379586 241431 241431 5621017 AUXILIARY EVENT REVENUE 561591 305656 305656 FEES/CONTRACTS FROM GOV A 561591 17954452 17954452 MEMBERSHIP DUES & ADMIN 561591 930654 930654 TICKET SALES 561591 154378 154378 19345140 347536 347536 0 0 0 140742 145355 -4613 -4613 -4613 0 0 2486 2486 2486 ADMINISTRATION SERVICES 900099 213306 213306 PTSP & SPONSORSHIPS 900099 266702 266702 WEBSITE ADVERTISING 541800 124363 124363 8164 8164 612535 25924101 19835798 124363 342923 0 0 0 0 2980370 0 8015560 489878 757026 758087 0 44188 66491 0 0 0 1063043 1186358 21713 756575 0 530718 506637 0 5313916 0 0 0 83681 CLIENT DEVELOPMENT 411712 DEPRECIATION EXPENSE 341816 SPONSORSHIPS/PARTNERSHIPS 300362 DUES & SUBSCRIPTIONS 186036 381028 24195195 0 0 0 6923151 14242091 0 0 17033568 9456217 0 0 351555 240118 0 918958 724067 935024 545064 523166 389960 275579 422221 0 0 1431672 334456 238997 532261 27696646 26341391 6586902 5387434 8401837 6928054 957516 504809 15946255 12820297 X 11744354 13521094 6037 11750391 13521094 27696646 26341391 1728906 41797 X false true X true false RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 545391 306789 238602 331277 203858 127419 58356 34417 23939 389960 OPERATING LEASE LIABILITIES 504809 504809 X 26100959 41797 135061 176858 25924101 25924101 24330256 135061 135061 24195195 24195195 Part X : FIN48 Footnote The Organization is exempt from income taxes under Section 501(c)(6) of the Internal Revenue Code and a similar provision of state law. However, income generated from activities unrelated to the Organizations exempt purposes is subject to tax under IRC Section 511. The Organization had no unrelated business income tax liability for the year ended September 30, 2025. Accordingly, no provision has been made for federal income tax in the accompanying financial statements. NORTH AMERICA 0 0 PROGRAM SERVICES TOURISM MARKETING 58798 EUROPE 0 0 PROGRAM SERVICES TOURISM MARKETING 5298 EAST ASIA & THE PACIFIC 0 0 PROGRAM SERVICES TOURISM MARKETING 1124 65220 65220 false false false false false false X X false true false CHERYL RICHARDS SVP, CHIEF EOI OFFICER 202249 55374 11272 24604 293499 CRAIG DAVIS President & CEO 461423 201323 9900 17250 28028 717924 DONALD BRAD KENT SVP, CHIEF SALES OFFICER 341288 93671 18585 22444 475988 HERMINIA MUNOZ VP OF SALES 163600 24230 8180 17937 213947 JACQUELINE RUTLEDGE-THRU 125 CFO 304455 100000 12242 19848 436545 JENNIFER BUMBALO VP OF SALES 150911 54692 8108 2852 216563 JENNIFER WALKER SVP, CMO 281688 58183 16994 12476 369341 LACEY COOK REG. DIR. OF SALES 152228 36593 6627 12055 207503 MARK THOMPSON SVP, TOURISM & OPERATIONS 256757 56175 12863 12594 338389 MICHAEL RUDOWSKI VP OF RESEARCH & I 157900 34186 9604 26424 228114 MONICA PAUL EXECUTIVE DIRECTOR, DSC 244998 65193 10574 11621 332386 PETER GOULD VP COMPLIANCE/LEGA 202970 200 10159 20752 234081 STEVE KEMBLE DIRECTOR 205626 PRODUCTION SERVICES false Schedule L, Part V Supplemental Information SCH L, PART IV, BUSINESS TRANSACTIONS INVOLVING INTERESTED PERSONS:(A) NAME OF PERSON: STEVE KEMBLE(D) DESCRIPTION OF TRANSACTION: IN ACCORDANCE WITH OUR PURCHASING AND PROCUREMENT POLICY, DCVB CONTRACTED WITH STEVE KEMBLE EVENT DESIGN TO PROVIDE PRODUCTION SERVICES FOR DALLAS ANNUAL DECK THE PLAZA EVENT. STEVE KEMBLE EVENT DESIGN IS OWNED BY STEVE KEMBLE, WHO WAS A DCVB BOARD MEMBER IN FY25. X 63955 FMV X GOODS 8 177476 FMV false false false Form 990, Part VI, Section B, Line 11b THE FORM 990 IS PREPARED BY AN INDEPENDENT ACCOUNTING FIRM. UPON COMPLETION, THE RETURN IS REVIEWED BY MANAGEMENT AND THE BOARD BEFORE FILING. PRELIMINARY AND FINAL DRAFTS ARE ALSO SUBMITTED TO THE CITY OF DALLAS FOR PROGRESS REPORTING AND OVERSIGHT. Form 990, Part VI, Section B, Line 12c EMPLOYEES AND BOARD MEMBERS MUST COMPLETE A CERTIFICATION AND DISCLOSURE FORM ANNUALLY AND UPDATE THE DISCLOSURE FORM DURING THE YEAR IF THEY HAVE NEW INFORMATION TO DISCLOSE. THE COMPLIANCE OFFICER INVESTIGATES ANY POTENTIAL CONFLICTS OF INTEREST AND, IF WARRANTED, ESCALATES THE MATTER TO THE BOARD. IF A CONFLICT EXISTS, APPROPRIATE ACTION IS TAKEN TO ADDRESS OR REMEDY THE CONFLICT. Form 990, Part VI, Section B, Line 15a THE BOARD OF DIRECTORS REVIEWS THE PRESIDENT/CHIEF EXECUTIVE OFFICER'S GOALS AND SETS THE ANNUAL COMPENSATION. ALL OTHER OFFICERS AND KEY EMPLOYEES ARE REVIEWED BY THEIR DIRECT SUPERVISOR, SUCH AS THE CEO OR ONE OF THE OTHER OFFICERS, IN A FORMAL COMPENSATION REVIEW PROCESS BASED ON PERFORMANCE BY GOALS AND OBJECTIVES. THE CHIEF EXECUTIVE OFFICER'S COMPENSATION REVIEW IS DOCUMENTED IN THE BOARD'S MEETING MINUTES. THE OTHER OFFICER AND KEY EMPLOYEE REVIEWS ARE DOCUMENTED IN HUMAN RESOURCE PERSONNEL FILES. Form 990, Part VI, Section C, Line 19 THE ORGANIZATION MAKES ITS FINANCIAL INFORMATION, CONFLICT OF INTEREST POLICY, AND WHISTLEBLOWER POLICY AVAILABLE TO THE PUBLIC UPON REQUEST.