2025-09-16T12:38:27-05:00 2024-12-31 390758449 WIPFLI LLP 2501 W BELTLINE HWY STE 501 MADISON WI 53713 990 2024-01-01 391174876 GREATER MADISON CONVENTION & VISITORS BUREAU INC GREA 6082552537 22 EAST MIFFLIN STREET MADISON WI 53703 ELLIE WESTMAN CHIN PRESIDENT/CEO 6082584944 2025-09-09 1 0 QUINN DUGAN P02267768 6082741980 2025-09-09 2024 2025-03-06 01:10:19Z DESTINATION MADISON ELLIE WESTMAN CHIN 22 EAST MIFFLIN STREET MADISON WI 53703 8018858 0 X WWW.VISITMADISON.COM X 1972 WI TO PROMOTE THE GREATER MADISON AREA AS A CONVENTION AND TOURIST LOCATION. 28 28 49 50 17533 0 209000 292781 6658189 7226992 390577 449216 16078 29679 7273844 7998668 14000 14000 0 0 3151831 3764189 0 0 0 3814274 3918094 6980105 7696283 293739 302385 9919550 9967082 1578965 1324111 8340585 8642971 X GREATER MADISON CONVENTION & VISITORS BUREAU, INC.'S MISSION IS TO INSPIRE A LOVE OF MADISON. WE DO THIS BY LEADING AND DIRECTING THE DESTINATION'S TOURISM INDUSTRY IN STRATEGIC AND DYNAMIC ACTIVITIES. ACCOMPLISHING THIS MISSION WILL RESULT IN SUPPORT FOR OUR EFFORTS AND INCREASED, OPTIMUM LEVELS OF VISITOR TRAFFIC AND MAXIMUM GENERATION OF VISITOR DOLLARS FOR MADISON AND DANE COUNTY. THE IMPACT OF LIVING THIS MISSION ON A DAY-TO-DAY BASIS IS SUMMED UP BY OUR VISION FOR THE DESTINATION, OUR DESTINATION PARTNERS, AND OUR ORGANIZATION TEAM: MADISON IS A PLACE FOR ALL. 0 0 CONVENTION SERVICES:SERVICES TO MEETING PLANNERS, CONVENTIONS, INCLUDING DELEGATE HOUSING, PROGRAM PLANNING ASSISTANCE, AND PROVISION OF MEETING SUPPLIES. SALES:DIRECT AND INDIRECT SALES TO CONVENTION AND MEETING PLANNERS, GROUP TOUR OPERATIONS, TOURISTS, AND LOCAL BUSINESSES. PARTNERSHIP SERVICES:SERVICES TO MEMBERS INCLUDING SALES REFERRALS, MARKETING, AND BUSINESS PLANNING. VISITOR SERVICES:SERVICES PROVIDED TO PROSPECTIVE VISITORS TO MADISON AND THE SURROUNDING AREA. SPORTS MARKETING:DIRECT AND INDIRECT SALES TO SPORTS ORGANIZERS AND RIGHTS HOLDERS TO PROMOTE MADISON AS A HOST CITY FOR THEIR EVENT. 0 1 0 0 0 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 0 0 1 0 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 1 1 0 1 48 0 49 1 1 1 0 0 0 0 0 0 0 X 28 28 0 0 0 0 0 0 0 1 1 0 0 0 1 1 0 1 1 1 0 0 X ELLIE WESTMAN CHIN 6082552537 22 EAST MIFFLIN STREET MADISON WI 53703 ROB CRAIN IMMEDIATE PAST CHAIR 2.00 0.50 X X 0 0 0 JANE CLARK CHAIR 4.00 X X 0 0 0 STEVE ZANONI SECRETARY 4.00 X X 0 0 0 BREWER STOUFFER VICE CHAIR 4.00 X X 0 0 0 JOEL PLANT TREASURUER 4.00 X X 0 0 0 TURINA BAKKEN OFFICER AT LARGE 2.00 X 0 0 0 CHARLES HOSLET OFFICER AT LARGE (THRU 6/24) 2.00 X 0 0 0 LAUREN BIRKEL DIRECTOR 2.00 X 0 0 0 DAN BROWN DIRECTOR 2.00 X 0 0 0 MARK CLEAR DIRECTOR (THRU MARCH 2024) 2.00 X 0 0 0 BALTAZAR DE ANDA SANTANA DIRECTOR 2.00 X 0 0 0 CHUCK ERICKSON DIRECTOR 2.00 X 0 0 0 JASON FIELDS DIRECTOR 2.00 X 0 0 0 TORI GERDING DIRECTOR 2.00 X 0 0 0 MARC GLAZER DIRECTOR 2.00 X 0 0 0 LAURA CULLEN HUIBREGTSE DIRECTOR 2.00 X 0 0 0 HALLEY JONES DIRECTOR 2.00 X 0 0 0 KEN LAMMERSFELD DIRECTOR 2.00 X 0 0 0 TYLER LEEPER DIRECTOR 2.00 X 0 0 0 JOE LOEHNIS DIRECTOR 2.00 X 0 0 0 KEN MONTELEONE DIRECTOR 2.00 X 0 0 0 SANDY MORALES DIRECTOR 2.00 X 0 0 0 TRICIA NOLAN DIRECTOR 2.00 X 0 0 0 MARI OLSON DIRECTOR 2.00 X 0 0 0 ERIC ROTTIER DIRECTOR 2.00 X 0 0 0 JUDD SCHEMMEL DIRECTOR 2.00 X 0 0 0 MARC SHERRY DIRECTOR 2.00 X 0 0 0 CAITLIN SUEMNICHT DIRECTOR 2.00 X 0 0 0 AMY SUPPLE DIRECTOR 2.00 X 0 0 0 BILL TISCHLER DIRECTOR 2.00 X 0 0 0 NOBLE WRAY DIRECTOR 2.00 X 0 0 0 ELLIE WESTMAN CHIN PRESIDENT & CEO 40.00 1.00 X 317266 0 31757 KATE DALE EVP OF BRAND STRATEGY & COMMUNICATIONS 40.00 X 142453 0 23582 JAMIE PATRICK VP OF SALES, SPORTS & SERV 40.00 X 154879 0 27184 BRIAN BORKOVEC DIR OF HR & OPERATIONS 40.00 X 106692 0 24729 721290 0 107252 4 0 1 0 SHINE UNITED LLC 200 N HENRY ST MADISON WI 53703 MARKETING SERVICES 984706 JONATHAN ECKLEBERG PRODUCTIONS LLC 4610 IROQUOIS TRAIL MOORESVILLE WI 53571 MARKETING SERVICES 108898 2 14000 171541 107240 292781 CONTRACT REVENUE 900099 6632249 6632249 PARTNERSHIP DUES 900099 332698 332698 262045 262045 7226992 449216 449216 32336 14000 20190 12146 12146 ADVERTISING INCOME 541800 17533 17533 17533 7998668 7226992 17533 461362 14000 349023 2797215 106348 284337 227266 5160 36670 6163 1524871 139689 317900 282290 1117177 15277 15810 PROGRAM EXPENSES 132278 RESEARCH EXPENSES 122375 CLIENT EVENT SUPPORT EX 113053 MEMBERSHIPS & SUBSCRIPT 89381 7696283 8802396 9255806 3941 15756 262051 200884 1646969 1172382 756834 474587 94328 20049 9919550 9967082 349033 450905 124339 106906 210941 235874 894652 530426 1578965 1324111 X 8340585 8642971 8340585 8642971 9919550 9967082 302385 1 0 X 0 1 X 1 0 RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 0 1 X 98861 81129 17732 305555 301832 3723 1242553 789421 453132 474587 DEFERRED COMPENSATION PAYABLE 20049 OPERATING LEASE LIABILITY 510377 530426 X 8018858 0 8018858 -20190 -20190 7998668 7716473 20190 20190 7696283 0 7696283 PART IV, LINE 2B: THE CITY OF MADISON CONTRACTED WITH THE ORGANIZATION TO ADMINISTER A PROGRAM TO PROVIDE RENT, SHUTTLE, OR EVENT SUBSIDIES TO GROUPS BOOKING AT MONONA TERRACE FOR CITY WIDE CONVENTIONS. THE ORGANIZATION ACCOUNTS FOR THE RECEIPT AND DISBURSEMENT OF FUNDS FOR THIS PROGRAM AS AGENCY TRANSACTIONS SINCE THE ORGANIZATION DOES NOT HAVE VARIANCE POWER FOR THESE FUNDS. A COMMITTEE COMPRISED PRIMARILY OF INDIVIDUALS UNRELATED TO THE ORGANIZATION HAS AUTHORITY OVER THE ASSISTANCE FUNDS AVAILABLE. DANE COUNTY HAS CONTRACTED WITH THE ORGANIZATION TO ADMINISTER A PROGRAM TO PROVIDE MARKETING INCENTIVES TO ATTRACT SPORTS TOURISM EVENTS IN DANE COUNTY. THE ORGANIZATION REVIEWS GRANT APPLICATIONS AND FORWARDS RECOMMENDATIONS TO THE DANE COUNTY PERSONNEL AND FINANCE COMMITTEE FOR REVIEW AND APPROVAL. ADDITIONALLY, THE ORGANIZATION CONTRACTUALLY SETS ASIDE FUNDS TO INCENTIVIZE ORGANIZATIONS TO BOOK AT THE ALLIANT ENERGY CENTER FORWARDING RECOMMENDATIONS TO THE ALLIANT ENERGY CENTER BOOKING ASSISTANCE PROGRAM COMMITTEE. THE ORGANIZATION ACCOUNTS FOR THE RECEIPT AND DISBURSEMENT OF FUNDS FOR THESE PROGRAMS AS AGENCY TRANSACTIONS SINCE THE ORGANIZATION DOES NOT HAVE FINAL APPROVAL OF THE USE OF THESE FUNDS. PART X, LINE 2: THE ORGANIZATION MUST RECOGNIZE THE TAX BENEFIT ASSOCIATED WITH TAX POSITIONS TAKEN FOR TAX RETURN PURPOSES WHEN IT IS MORE-LIKELY-THAN-NOT THE POSITION WILL BE SUSTAINED. THE ORGANIZATION DOES NOT BELIEVE THERE ARE ANY MATERIAL UNCERTAIN TAX POSITIONS AND, ACCORDINGLY, IT DID NOT RECOGNIZE ANY LIABILITY FOR UNRECOGNIZED TAX BENEFITS. OR UNCERTAIN TAX POSITIONS. FOR THE YEARS ENDED DECEMBER 31, 2024 AND 2023, THERE WAS NO INTEREST OR PENALTIES RECORDED OR INCLUDED IN THE COMBINED FINANCIAL STATEMENTS. PART XI, LINE 4B - OTHER ADJUSTMENTS: FUNDRAISING EXPENSES PART XII, LINE 2D - OTHER ADJUSTMENTS: FUNDRAISING EXPENSES 2024 MPO TOURNEY 46336 14000 32336 1294 1501 39 17356 46336 14000 32336 1294 1501 39 17356 20190 12146 1 DESTINATION MADISON FOUNDATION 22 EAST MIFFLIN STREET MADISON WI 53703 201127385 501C3 14000 0 YOUTH GRANTS 1 0 X X X X X 0 0 0 ELLIE WESTMAN CHIN PRESIDENT & CEO 260808 0 47458 0 9000 0 16404 0 15353 0 349023 0 0 0 JAMIE PATRICK VP OF SALES, SPORTS & SERV 139965 0 14914 0 0 0 8231 0 18953 0 182063 0 0 0 KATE DALE EVP OF BRAND STRATEGY & COMMUNICATIO 142453 0 0 0 0 0 7486 0 16096 0 166035 0 0 0 FORM 990, PART VI, SECTION B, LINE 11B THE FORM 990 IS REVIEWED BY GREATER MADISON CONVENTION & VISITORS BUREAU, INC.'S ACCOUNTING MANAGER, EXECUTIVE DIRECTOR, AND OUR BOARD TREASURER PRIOR TO FILING THE RETURN WITH THE INTERNAL REVENUE SERVICE. FORM 990, PART VI, SECTION B, LINE 15A COMPENSATION IS DETERMINED BY LENGTH OF SERVICE, SALARY COMPARISON TO PEERS, AND PERFORMANCE REVIEW. BOARD CHAIR AND BOARD VICE CHAIR REVIEW PERFORMANCE AND SET SALARY. FORM 990, PART VI, SECTION C, LINE 19 THE ORGANIZATION'S GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY, AND FINANCIAL STATEMENTS ARE AVAILABLE UPON REQUEST. DESTINATION MADISON FOUNDATION INC 22 EAST MIFFLIN STREET MADISON WI 53703 201127385 ECONOMIC DEVELOPMENT WI 501(C)(3) LINE 12A, I GREATER MADISON CONVENTION & VISITORS BUREAU INC 1 0 1 1 0 0 0 0 0 0 0 0 1 0 1 1 0 1 0 0 DESTINATION MADISON FOUNDATION INC C 171541 CASH DESTINATION MADISON FOUNDATION INC B 14000 CASH