Nonprofit · EIN 16-0611680
GREATER ROCHESTER VISITORS ASSOCIATION INC
Tax-exempt · ROCHESTER, NY 14604
Financials
| Year ended | Form | Revenue | Expenses | Net income | Total assets | Liabilities | Net assets |
|---|---|---|---|---|---|---|---|
| December 31, 2025 | 990 | $4,688,989 | $4,672,325 | $16,664 | $2,020,791 | $1,463,662 | $557,129 |
| December 31, 2024 | 990 | $4,148,908 | $4,495,882 | -$346,974 | $1,422,523 | $891,908 | $530,615 |
| December 31, 2023 | 990 | $4,388,966 | $4,418,422 | -$29,456 | $1,658,560 | $780,971 | $877,589 |
Financial details: 990 for the year ended December 31, 2025
Revenue
- Contributions, gifts and grants
- $343,523
- of which government grants
- $336,139
- Program service revenue
- $4,332,074
- Investment income
- $12,842
- Net gain from sales of assets
- $461
- Other revenue
- $550
Expenses
- Grants and similar amounts paid
- $217,204
- Compensation of officers, directors and key employees
- $478,434
- Other salaries and wages
- $1,385,501
- Salaries, compensation and benefits (total)
- $2,245,337
- Professional fundraising fees
- $0
- Legal fees
- $3,500
- Accounting fees
- $17,712
- Occupancy
- $239,416
- Travel
- $118,749
- Depreciation
- $3,189
Balance sheet and other
- Total assets, start of year
- $1,422,523
- Total assets, end of year
- $2,020,791
- Total liabilities, end of year
- $1,463,662
- Net assets, end of year
- $557,129
- Land, buildings and equipment
- $19,617
- Publicly traded securities
- $436,472
- Net assets without donor restrictions
- $557,129
- Gross unrelated business income
- $14,735
- Gross receipts
- $4,791,303
- Employees
- 36
- Volunteers
- 108
- Year formed
- 1932
- State of legal domicile
- NY
From the e-filed returns the IRS publishes as XML (latest three processing years; amended returns replace the original). PDF copies at the IRS.
Officers, directors and key employees
As listed on the 990 for the year ended December 31, 2025, highest compensation first.
| Name | Title | Hours / week | Compensation | Other / benefits |
|---|---|---|---|---|
| Donald Jeffries | President/CEO Officer | 37.5 | $275,306 | $46,887 |
| Greg LaDuca | VP of Industry Highest-paid employee | 37.5 | $133,217 | $26,883 |
| Jeanine Battermann | VP of Finance Officer | 37.5 | $135,150 | $21,091 |
| Tim James | Sales Manager Highest-paid employee | 37.5 | $103,544 | $27,502 |
| Amanda Fox | VP Event Services Highest-paid employee | 37.5 | $100,074 | $30,567 |
| Rich Mackey | Sales Manager Highest-paid employee | 37.5 | $102,341 | $24,075 |
| Wendy O'Duffy | VP of Sales Highest-paid employee | 37.5 | $117,625 | $7,643 |
| Diana Keating | VP Marketing Highest-paid employee | 37.5 | $100,074 | $5,113 |
| Erin Kivel | Secretary Officer | 37.5 | $54,963 | $4,177 |
| Fran Antonelli | Vice Chair Trustee or director, Officer | 1 | $0 | $0 |
| Hon Adam Bello | Member Trustee or director | 1 | $0 | $0 |
| Craig F Curran | Member Trustee or director | 1 | $0 | $0 |
| Hon Malik Evans | Member Trustee or director | 1 | $0 | $0 |
| Bill Gunther | Chair Trustee or director, Officer | 1 | $0 | $0 |
| Bob Duffy | Member Trustee or director | 1 | $0 | $0 |
11 more people on this return
| Name | Title | Hours / week | Compensation |
|---|---|---|---|
| Rob Norris | Member Trustee or director | 1 | $0 |
| Bill Strassburg | Member Trustee or director | 1 | $0 |
| Joseph Rulison | Member Trustee or director | 1 | $0 |
| Gregory Smith | Member Trustee or director | 1 | $0 |
| John Urlaub | Treasurer Trustee or director, Officer | 1 | $0 |
| Hillary Olson | Member Trustee or director | 1 | $0 |
| Corey Dooley | Member Trustee or director | 1 | $0 |
| Steve Dubnik | Member Trustee or director | 1 | $0 |
| Steve Hausmann | Member Trustee or director | 1 | $0 |
| Jett Mehta | Member Trustee or director | 1 | $0 |
| Yversha Roman | Member Trustee or director | 1 | $0 |
990 for the year ended December 31, 2024: 23 people
| Name | Title | Hours / week | Compensation | Other / benefits |
|---|---|---|---|---|
| Donald Jeffries | President/CEO Officer | 37.5 | $264,887 | $46,348 |
| Greg LaDuca | VP of Industry Highest-paid employee | 37.5 | $126,355 | $26,184 |
| Jeanine Battermann | VP of Finance Officer | 37.5 | $124,155 | $16,638 |
| Wendy O'Duffy | VP of Sales Highest-paid employee | 37.5 | $114,023 | $5,699 |
| Rachel Laber-Pulvino | VP of Communications Highest-paid employee | 37.5 | $102,146 | $4,291 |
| Erin Kivel | Secretary Officer | 37.5 | $56,725 | $2,351 |
| Fran Antonelli | Vice Chair Trustee or director, Officer | 1 | $0 | $0 |
| Hon Adam Bello | Member Trustee or director | 1 | $0 | $0 |
| Craig F Curran | Member Trustee or director | 1 | $0 | $0 |
| Hon Malik Evans | Member Trustee or director | 1 | $0 | $0 |
| Bill Gunther | Chair Trustee or director, Officer | 1 | $0 | $0 |
| Bob Duffy | Member Trustee or director | 1 | $0 | $0 |
| Rob Norris | Member Trustee or director | 1 | $0 | $0 |
| Bill Strassburg | Member Trustee or director | 1 | $0 | $0 |
| Joseph Rulison | Member Trustee or director | 1 | $0 | $0 |
| Gregory Smith | Member Trustee or director | 1 | $0 | $0 |
| John Urlaub | Treasurer Trustee or director, Officer | 1 | $0 | $0 |
| Hillary Olson | Member Trustee or director | 1 | $0 | $0 |
| Corey Dooley | Member Trustee or director | 1 | $0 | $0 |
| Steve Dubnik | Member Trustee or director | 1 | $0 | $0 |
| Steve Hausmann | Member Trustee or director | 1 | $0 | $0 |
| Jett Mehta | Member Trustee or director | 1 | $0 | $0 |
| Yversha Roman | Member Trustee or director | 1 | $0 | $0 |
990 for the year ended December 31, 2023: 21 people
| Name | Title | Hours / week | Compensation | Other / benefits |
|---|---|---|---|---|
| Donald Jeffries | President/CEO Officer | 37.5 | $249,416 | $43,873 |
| Jeanine Battermann | VP of Finance Officer | 37.5 | $111,501 | $17,012 |
| Wendy O'Duffy | VP of Sales Highest-paid employee | 37.5 | $108,560 | $5,476 |
| Erin Kivel | Secretary Officer | 37.5 | $52,167 | $2,206 |
| Fran Antonelli | Vice Chair Trustee or director, Officer | 1 | $0 | $0 |
| Hon Adam Bello | Member Trustee or director | 1 | $0 | $0 |
| Craig F Curran | Member Trustee or director | 1 | $0 | $0 |
| Malik Evans | Member Trustee or director | 1 | $0 | $0 |
| Bill Gunther | Chair Trustee or director, Officer | 1 | $0 | $0 |
| Bob Duffy | Member Trustee or director | 1 | $0 | $0 |
| Rob Norris | Member Trustee or director | 1 | $0 | $0 |
| Bill Strassburg | Member Trustee or director | 1 | $0 | $0 |
| Joseph Rulison | Member Trustee or director | 1 | $0 | $0 |
| Gregory Smith | Member Trustee or director | 1 | $0 | $0 |
| John Urlaub | Treasurer Trustee or director, Officer | 1 | $0 | $0 |
| Hillary Olson | Member Trustee or director | 1 | $0 | $0 |
| Corey Dooley | Member Trustee or director | 1 | $0 | $0 |
| Steve Dubnik | Member Trustee or director | 1 | $0 | $0 |
| Steve Hausmann | Member Trustee or director | 1 | $0 | $0 |
| Jett Mehta | Member Trustee or director | 1 | $0 | $0 |
| Sabrina LaMar | Member Trustee or director | 1 | $0 | $0 |
Address and contacts
- Address (IRS master file)
- 45 EAST AVE STE 400, ROCHESTER, NY 14604-2225
- Principal officer (990 for 2025)
- Donald Jeffries, 45 East Avenue Suite 400, Rochester, NY 14604
- Signed the 990
- Donald Jeffries, President/CEO
- Phone
- (585) 279-8300
- Website
- www.visitrochester.com
- Return prepared by
- Heveron & Company CPAs PLLC
Mission
To advocate for appropriate destination development, investment, and increased community awareness, appreciation and support for the visitor industry.
Program accomplishments
- 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
What it must file and when
IRS records say it files Form 990 or 990-EZ. Based on its last return; a smaller organization may file the 990-N. Its accounting year ends in December, so each return is due on the 15th day of the 5th month after that.
| Tax year | Year ended | Due | IRS public records |
|---|---|---|---|
| 2025 | December 31, 2025 | May 15, 2026 | 990 on file |
| 2024 | December 31, 2024 | May 15, 2025 | 990 on file |
| 2023 | December 31, 2023 | May 15, 2024 | 990 on file |
IRS record
- EIN
- 16-0611680
- Tax-exempt status
- 501(c)(6): Business league or chamber of commerce
- Donations deductible
- No
- Exempt since
- 1964
- Accounting year ends
- December
- Files
- Form 990 or 990-EZ
- Assets (IRS master file)
- $2,020,791
- Income (IRS master file)
- $4,791,303
Filing history
| Form | Year ended | Revenue | Expenses | Assets | Return |
|---|---|---|---|---|---|
| 990 | December 2025 | $4,688,989 | $4,672,325 | $2,020,791 | XML |
| 990 | December 2024 | $4,148,908 | $4,495,882 | $1,422,523 | IRS |
| 990 | December 2023 | $4,388,966 | $4,418,422 | $1,658,560 | XML |
| 990 | December 2022 | $4,057,276 | $4,019,134 | $1,939,370 | IRS |
| 990 | December 2021 | – | – | – | IRS |
| 990 | December 2020 | – | – | – | IRS |
| 990 | December 2019 | – | – | – | IRS |
| 990 | December 2018 | – | – | – | IRS |
990-N: the IRS bulk file holds only the latest e-Postcard per organization; earlier years come from archived copies of that file since 2020 and can have gaps (the IRS e-Postcard search lists every one). 990, 990-EZ, 990-PF, 990-T: every e-filed return in the IRS e-file index since 2019; XML for the latest three processing years, amounts from the IRS Statistics of Income extracts before that. PDF copies and determination letters at the IRS (search EIN 16-0611680).
Questions about GREATER ROCHESTER VISITORS ASSOCIATION INC
- What is the EIN of GREATER ROCHESTER VISITORS ASSOCIATION INC?
- The employer identification number (EIN) of GREATER ROCHESTER VISITORS ASSOCIATION INC is 16-0611680.
- Is GREATER ROCHESTER VISITORS ASSOCIATION INC tax-exempt?
- Yes. The IRS lists it as tax-exempt under section 501(c)(6) since 1964.
- Are donations to GREATER ROCHESTER VISITORS ASSOCIATION INC tax-deductible?
- No. The IRS master file says contributions to it are not deductible.
- Which annual return does GREATER ROCHESTER VISITORS ASSOCIATION INC file?
- Form 990 or 990-EZ. Based on its last return; a smaller organization may file the 990-N.
- When is the next return of GREATER ROCHESTER VISITORS ASSOCIATION INC due?
- The return for tax year 2026 (the year ending December 31, 2026) is due May 17, 2027. Form 8868 extends it by six months; the 990-N cannot be extended.
- When did GREATER ROCHESTER VISITORS ASSOCIATION INC last file with the IRS?
- The latest return in the IRS public files is the 990 for the year ended December 2025.
- Who is the principal officer of GREATER ROCHESTER VISITORS ASSOCIATION INC?
- The 990 for the year ended December 31, 2025 names Donald Jeffries.
- Who are the officers and directors of GREATER ROCHESTER VISITORS ASSOCIATION INC?
- The 990 for the year ended December 31, 2025 lists 26 people; 9 received compensation from the organization, the highest $275,306 (Donald Jeffries, President/CEO).
- How much revenue does GREATER ROCHESTER VISITORS ASSOCIATION INC have?
- On its 990 for the year ended December 31, 2025 it reported revenue of $4,688,989, expenses of $4,672,325 and total assets of $2,020,791 at year end.
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