AUSTIN CONVENTION AND VISITORS BUREAU INC

Financials

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 September 30, 2025, highest compensation first.

Address and contacts

Address (IRS master file)

111 CONGRESS AVE STE 700, AUSTIN, TX 78701-4065

In care of

% ACADIA HR

Principal officer (990 for 2024)

THOMAS NOONAN, 111 CONGRESS AVENUE 700, AUSTIN, TX 78701

Signed the 990

GINA PALMERTREE, DIRECTOR OF FINANCE

Phone

(512) 474-5171

Website

WWW.VISITAUSTIN.ORG

Return prepared by

MAXWELL LOCKE & RITTER LLP

Mission

PROMOTING CONVENTIONS, TRAVEL AND TOURISM IN AND TO THE CITY OF AUSTIN, AND PROVIDING RELATED SERVICES TO CONVENTION ATTENDEES, TRAVELERS, AND TOURISTS.

Program accomplishments

• DESTINATION SERVICES PROVIDED MEETING SUPPORT ON 3,327 ACCOUNTS. ADDITIONALLY, DESTINATION SERVICES CONDUCTED 75 SITE VISITS AND PLANNING MEETINGS. LOCAL BUSINESSES RECEIVED 1,156 SUPPLIER REFERRALS AND LEADS. THE TEAM ALSO MET WITH 210 LOCAL BUSINESSES TO EDUCATE THEM ON WORKING WITH THE CONVENTION AND MEETINGS MARKET IN AUSTIN. THE AUSTIN FILM COMMISSION FACILITATED 221 PRODUCTION PACKAGES, 115 PRODUCTION STARTS AND 1,015 PRODUCTION DAYS FISCAL YEAR 2024-25. CONVENTION SALES GENERATED 751,811 HOTEL ROOM NIGHTS. CONVENTION CENTER BOOKINGS REPRESENTED 143,793 OF THOSE ROOM NIGHTS. 3,988 LEADS WERE GENERATED REPRESENTING OVER 4.39 MILLION ROOM NIGHTS.SIGNIFICANT BOOKINGS INCLUDE:NASPA STUDENT AFFAIRS ADMINISTRATORS IN HIGHER EDUCATION -- MARCH 2031 15,464 TOTAL HOTEL ROOM NIGHTS 7,000 ATTENDEESGOLF COURSE SUPERINTENDENTS ASSOCIATION OF AMERICA -- FEB 2030 13,283 TOTAL HOTEL ROOM NIGHTS 10,789 ATTENDEESNATIONAL BLACK MBA -- SEPT 2032 10,217 TOTAL HOTEL ROOM NIGHTS 10,000 ATTENDEESAMERICAN SCHOOL COUNSELORS ASSOCIATION -- JULY 2030 8,941 TOTAL HOTEL ROOM NIGHTS 5,000 ATTENDEESSOCIETY OF INTERVENTIONAL RADIOLOGY -- MARCH 2030 9,008 TOTAL HOTEL ROOM NIGHTS 4,000 ATTENDEESMARKETING/COMMUNICATIONS -- IN FY24/25, THE MARKETING TEAM LED A BRAND REFRESH AND LOGO REDESIGN THAT SCALED OUR CREATIVE IDENTITY ACROSS ALL DIGITAL, ADVERTISING, TRADESHOW AND CORPORATE ASSETS TO BETTER REFLECT THE DESTINATION AND ENABLE A MORE MODERN, CREATIVE BRAND EXPERIENCE FOR VISIT AUSTIN. GOING INTO YEAR ONE OF THE AUSTIN CONVENTION CENTER CLOSURE, OUR STRATEGIES FOCUSED ON MAXIMIZING IMMEDIATE IMPACT TO DRIVE VISITATION AND VISITOR SPEND DURING THIS UNPRECEDENTED TIME. FY24/25 PAID ADVERTISING EFFORTS ACROSS DOMESTIC AND INTERNATIONAL CAMPAIGNS DELIVERED 364 MILLION IMPRESSIONS AND 145,243 IN DIRECT ADVERTISING-ATTRIBUTED HOTEL SEARCHES. THE INTEGRATED CAMPAIGN INCLUDED CUSTOM CONTENT PROGRAMS, PROGRAMMATIC DIGITAL MEDIA AND PAID SOCIAL. VISIT AUSTIN LAUNCHED ITS FIRST-EVER ADVERTISING STUDY WITH SMARI INSIGHTS FOR THE SUMMER 2025 CAMPAIGN, A TOURISM INDUSTRY LEADER IN MEASURING ADVERTISING EFFECTIVENESS AND ECONOMIC IMPACT. THIS INITIAL WAVE IS MEANT TO ESTABLISH A BASELINE UNDERSTANDING OF MARKETING INFLUENCE FOR MEDIA PLACED MAY THROUGH SEPTEMBER 2025, PRIOR TO THE IMPLEMENTATION OF THE TPID WITH YEAR-ROUND SUPPORT. THE INITIAL ADVERTISING STUDY REVEALED A HIGHLY SUCCESSFUL $374 RETURN ON INVESTMENT FOR EVERY DOLLAR SPENT, DRIVING AN ESTIMATED 400,000 INCREMENTAL TRIPS, DIRECTLY INFLUENCED BY OUR ADVERTISING, TRANSLATING TO NEARLY $748 MILLION IN TOTAL AD-INFLUENCED VISITOR SPEND IN AUSTIN. THE STUDY ALSO REVEALED OUR CAMPAIGN WAS ALSO HIGHLY EFFECTIVE IN INFLUENCING TRAVELER PERCEPTION, AS RECALLED EXPOSURE TO VISIT AUSTIN ADS MORE THAN DOUBLED THE SHARE OF TRAVELERS WHO VIEW AUSTIN AS AN EXCELLENT OR VERY GOOD TRAVEL DESTINATION. THE TEAM ALSO LAUNCHED ITS FIRST-EVER DEDICATED MEETINGS CAMPAIGN, MEET MORE AUSTIN. THE VIDEO CAMPAIGN FEATURES VOICE OVER AND MUSIC FROM LOCAL AUSTIN-BASED MUSICIANS, THEBROSFRESH.OUR WEBSITE, VISITAUSTIN.ORG, EARNED 5.28 MILLION UNIQUE VISITS AND MORE THAN 14.1 MILLION PAGEVIEWS. OUR SOCIAL MEDIA ACCOUNTS (FACEBOOK, INSTAGRAM, TWITTER, TIKTOK) EARNED 85.6 MILLION TOTAL IMPRESSIONS AND EARNED 825K TOTAL FOLLOWERS ACROSS ACCOUNTS. MOST NOTABLY, WE SAW A 77.6% INCREASE IN VIDEO VIEWS ON OUR CONTENT ABOUT AUSTIN. INCREASING TRAVELER PREFERENCE AND USE OF DIGITAL MEDIA ALSO EXTENDS TO OUR PUBLICATIONS AS EVIDENCED BY THE MORE THAN 70K DIRECT VISITOR GUIDE REQUESTS FROM VISITORS. SIGNIFICANT UPDATES TO VISITAUSTIN.ORG INCLUDE THE LAUNCH OF A VISUAL BRAND REFRESH IN SPRING 2025, ALIGNING WITH AN ORGANIZATION-WIDE BRAND REFRESH AND UPDATE TO OUR LEISURE & MEETINGS ENEWSLETTER DESIGNS AND LAYOUTS. THE MAJORITY OF THE YEAR WAS FOCUSED ON MAJOR MILESTONES TOWARDS THE LAUNCH OF A FULLY REDESIGNED WEBSITE WHICH WAS COMPLETED IN Q1 OF FY 25/26. IN 2025, VISIT AUSTIN'S COMMUNICATIONS TEAM ACHIEVED REMARKABLE RESULTS THROUGH STRATEGIC MEDIA RELATIONS. WE SUCCESSFULLY HOSTED 39 MEDIA REPRESENTATIVES, PROVIDING THEM WITH IMMERSIVE EXPERIENCES OF AUSTIN'S VIBRANT CULTURE, CUISINE, AND ATTRACTIONS. THESE EFFORTS GENERATED AN IMPRESSIVE 263,939,320 IMPRESSIONS THROUGH EARNED MEDIA COVERAGE ACROSS VARIOUS PLATFORMS. BUILDING ON THE MOMENTUM OF THE MICHELIN GUIDE LAUNCH, 2025 MARKED A MAJOR EXPANSION INTO INTERNATIONAL MARKETS, SECURING A SIGNIFICANT SURGE IN COVERAGE ACROSS THE UK AND MEXICO. OUR DESTINATION'S PRESTIGE WAS FURTHER CEMENTED BY HIGH-PROFILE FEATURES IN FOOD & WINE, LONELY PLANET, TRAVEL & LEISURE, AND SOUTHERN LIVING, KEEPING AUSTIN AT THE FOREFRONT OF THE NATIONAL TRAVEL CONVERSATION. THE CITY ALSO DOMINATED THE SPORTS AND BUSINESS SPOTLIGHT, WITH THE MLS ALL-STAR GAME DRIVING GLOBAL VISIBILITY. LOCALLY AND WITHIN THE MEETINGS INDUSTRY, WE SUCCESSFULLY MANAGED THE NARRATIVE SURROUNDING THE AUSTIN CONVENTION CENTER REDEVELOPMENT, POSITIONING THE CLOSURE AS A VITAL EVOLUTION TOWARD A WORLD-CLASS FUTURE. THIS YEAR'S MEDIA MIX BALANCED GLOBAL LIFESTYLE APPEAL WITH STRATEGIC INFRASTRUCTURE UPDATES, REINFORCING AUSTIN'S REPUTATION AS A PREMIER DESTINATION FOR BOTH LEISURE AND BUSINESS.TOURISM DEPT -- LEISURE TRAVEL REMAINED A KEY STRATEGIC GROWTH AREA FOR AUSTIN'S HOSPITALITY PARTNERS IN FY24/25, WITH THE TOURISM DEPARTMENT ADVANCING INTERNATIONAL VISITATION THROUGH TARGETED TRAVEL TRADE ENGAGEMENT AND MARKETING EFFORTS. THE TEAM COMPLETED MORE THAN 2,300 DESTINATION TRAININGS WITH TOUR OPERATORS AND INDUSTRY PARTNERS, INCLUDING BRAND USA, VISIT THE USA, THE U.S. TRAVEL ASSOCIATION, AND TRAVEL TEXAS, WHILE REPRESENTING AUSTIN AT MAJOR GLOBAL TRAVEL TRADE SHOWS AND SALES MISSIONS ACROSS THE UK, EUROPE, MEXICO, AUSTRALIA, CANADA, AND ASIA. SUPPORTED BY INTERNATIONAL AGENCY PARTNERS IN EUROPE AND NEWLY EXPANDED REPRESENTATION IN MEXICO AND LATIN AMERICA, THE DEPARTMENT EXCEEDED ITS ANNUAL PRODUCT PLACEMENT GOAL BY 155%, RESULTING IN 116 NEW AUSTIN ITINERARIES IN MARKET AND GENERATING MORE THAN 730 QUALIFIED LEADS FOR LOCAL TOURISM PARTNERS. ADDITIONALLY, A NEW CAMPAIGN WITH PRICETRAVEL HOLDING DROVE STRONG RESULTS IN THE MEXICO MARKET, GENERATING 2,345 ROOM NIGHTS (+27% YOY), 1,646 BOOKINGS (+29%), 3,143 PASSENGERS (+19%), AND MORE THAN $455,000 IN REVENUE, REINFORCING THE EFFECTIVENESS OF AUSTIN'S TARGETED INTERNATIONAL LEISURE MARKETING STRATEGY.
• VISIT AUSTIN MUSIC OFFICE CONFIRMED 135 PERFORMANCE BOOKINGS FOR AUSTIN MUSICIANS AND HAD A TOTAL OF 791 VISIT AUSTIN MUSIC OFFICE INQUIRIES. THE MUSIC OFFICE'S KEY ACCOMPLISHMENTS INCLUDED SUPPORTING LOCAL MUSICIANS WITH PERFORMANCE OPPORTUNITIES AS WELL AS 4 MUSIC LICENSING OPPORTUNITIES FOR AUSTIN BASED SONGWRITERS FOR VISIT AUSTIN DESTINATION CONTENT USE. VISIT AUSTIN BOOKED ARTISTS FOR DESTINATION SHOWCASING AND CLIENT EVENTS IN UK, CHICAGO, HOUSTON, D.C., LA AND NYC. BIG MOMENT PERFORMANCES INCLUDED: SXSW LONDON, ANTONE'S 50TH ANNIVERSARY NYC POP UPS, PCMA CONVENING LEADERS, ATX OPEN WTA, GIVE BACK GIG, CEMA, ASAE AND VISIT AUSTIN ANNUAL MEETING. THE MUSIC OFFICE ALSO BROUGHT BACK THE "LOCAL AND LIVE" MUSIC SERIES TO OUR NEW VISIT AUSTIN VISITOR CENTER OPENING, FEATURING 7 PERFORMERS DURING SXSW MUSIC WEEK 2025.
• THIS YEAR, THE PARTNERSHIPS DEPARTMENT NAVIGATED A SIGNIFICANT LEADERSHIP TRANSITION WHILE GENERATING $564K IN TOTAL REVENUE, WITH PROMOTIONAL PARTICIPATION - THE DEPARTMENT'S CORE PARTNERSHIP REVENUE LINE - COMING IN AT $510K AGAINST A $275K BUDGET, AN 85% OUTPERFORMANCE. WE GREW THE VISIT AUSTIN FOUNDATION'S REACH BY RAISING OVER $115K, HOSTING THE HIGHEST-ATTENDED GIVE BACK GIG TO DATE WHILE KEEPING OVERALL EXPENSES BELOW THE PRIOR YEAR. WE DEEPENED INDUSTRY ENGAGEMENT THROUGH SIGNATURE EVENTS INCLUDING GIVE BACK GIG, THANKS FORE GIVING, AND AMPLIFY AUSTIN DAY, AND FACILITATED THE 2025 AUSTIN HEART OF HOSPITALITY AWARD & SCHOLARSHIP. WE ALSO HOSTED OUR ANNUAL MEETING, BRINGING TOGETHER AUSTIN'S HOSPITALITY AND TOURISM COMMUNITY FOR INDUSTRY CONNECTION AND RECOGNITION. WE BEGAN A FULL TEAM RESTRUCTURE IN FY25, TO BE COMPLETED IN FY26 WITH THE HIRING OF TINA CANNON AS THE NEW VICE PRESIDENT OF PARTNERSHIP & EXECUTIVE DIRECTOR OF THE VISIT AUSTIN FOUNDATION.

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 September, so each return is due on the 15th day of the 5th month after that.

IRS record

EIN

75-2648097

Tax-exempt status

501(c)(6): Business league or chamber of commerce

Donations deductible

No

Exempt since

1998

Accounting year ends

September

Files

Form 990 or 990-EZ

Assets (IRS master file)

$29,667,168

Income (IRS master file)

$26,432,908

Filing history

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 75-2648097).

Questions about AUSTIN CONVENTION AND VISITORS BUREAU INC

What is the EIN of AUSTIN CONVENTION AND VISITORS BUREAU INC?

The employer identification number (EIN) of AUSTIN CONVENTION AND VISITORS BUREAU INC is 75-2648097.

Is AUSTIN CONVENTION AND VISITORS BUREAU INC tax-exempt?

Yes. The IRS lists it as tax-exempt under section 501(c)(6) since 1998.

Are donations to AUSTIN CONVENTION AND VISITORS BUREAU INC tax-deductible?

No. The IRS master file says contributions to it are not deductible.

Which annual return does AUSTIN CONVENTION AND VISITORS BUREAU 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 AUSTIN CONVENTION AND VISITORS BUREAU INC due?

The return for tax year 2025 (the year ending September 30, 2026) is due February 16, 2027. Form 8868 extends it by six months; the 990-N cannot be extended.

When did AUSTIN CONVENTION AND VISITORS BUREAU INC last file with the IRS?

The latest return in the IRS public files is the 990 for the year ended September 2025.

Who is the principal officer of AUSTIN CONVENTION AND VISITORS BUREAU INC?

The 990 for the year ended September 30, 2025 names THOMAS NOONAN.

Who are the officers and directors of AUSTIN CONVENTION AND VISITORS BUREAU INC?

The 990 for the year ended September 30, 2025 lists 44 people; 11 received compensation from the organization, the highest $523,474 (THOMAS NOONAN, CEO).

How much revenue does AUSTIN CONVENTION AND VISITORS BUREAU INC have?

On its 990 for the year ended September 30, 2025 it reported revenue of $25,776,303, expenses of $21,821,672 and total assets of $29,667,168 at year end.

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