2026-05-27T13:30:04-05:00 2025-12-31 161092347 MENGEL METZGER BARR & CO LLP 333 EAST WATER ST STE 200 ELMIRA NY 14901 990 2025-01-01 753090966 FINGER LAKES WINE COUNTRY TOURISM MARKETING ASSOCIATION INC FING 6079360703 PO BOX 1020 CORNING NY 14830 LISA GILL BOARD CHAIR 6079360703 2026-05-13 1 KRISTA L NILES-UPDYKE P00958947 6077344183 2026-05-13 2025 2025-03-06 01:10:19Z LISA GILL PO BOX 1020 CORNING NY 14830 679788 0 X WWW.FINGERLAKESWINECOUNTRY.COM X 2000 NY THE MISSION OF THE ORGANIZATION IS TO ESTABLISH FINGER LAKES WINE COUNTRY AS THE TOP-OF-MIND BRAND WITH A VISION THAT THE POTENTIAL VISITOR WILL HAVE A CLEAR IMAGE OF FINGER LAKES WINE COUNTRY, WHAT IT OFFERS, AND HOW TO PARTICIPATE IN ITS EXPERIENCES. 20 19 2 0 0 0 773166 678500 12636 32 71 63 1478 1193 787351 679788 0 0 0 0 245178 290857 0 0 0 530838 440520 776016 731377 11335 -51589 375517 254072 121148 51292 254369 202780 X THE MISSION OF THE ORGANIZATION IS TO ESTABLISH FINGER LAKES WINE COUNTRY AS THE TOP-OF-MIND BRAND WITH A VISION THAT THE POTENTIAL VISITOR WILL HAVE A CLEAR IMAGE OF FINGER LAKES WINE COUNTRY, WHAT IT OFFERS, AND HOW TO PARTICIPATE IN ITS EXPERIENCES. 0 0 IN 2025, THE ORGANIZATION IMPLEMENTED A MULTIFACETED INTEGRATED MARKETING PROGRAM AIMED AT INCREASING AWARENESS OF THE FINGER LAKES WINE COUNTRY BRAND. IN 2025, FINGER LAKES WINE COUNTRY LAUNCHED A NEWLY REDESIGNED WEBSITE, PROVIDING A FRESH, USER-FOCUSED PLATFORM TO INSPIRE TRAVEL ACROSS THE FIVE-COUNTY REGION OF CHEMUNG, SCHUYLER, STEUBEN, TIOGA, AND YATES. THE SITE FEATURES ENHANCED TRIP-PLANNING CONTENT, INCLUDING CURATED ITINERARIES, PARTNER LISTINGS, AND A COMPREHENSIVE, REGION-WIDE EVENTS CALENDAR THAT HIGHLIGHTS EXPERIENCES ACROSS ALL FIVE COUNTIES. WEBSITE ENGAGEMENT REMAINS A KEY PERFORMANCE INDICATOR FOR THE FLWC BRAND, WITH INCREASED PAGES PER VISIT AND STRONG USER INTERACTION SIGNALING HIGH INTENT AMONG POTENTIAL VISITORS AND REINFORCING THE SITE'S ROLE AS A PRIMARY DRIVER OF TRAVEL PLANNING AND REGIONAL AWARENESS. THE BRAND'S SOCIAL MEDIA CHANNELS SAW CONTINUED GROWTH IN 2025. THE FINGER LAKES WINE COUNTRY FACEBOOK AUDIENCE GREW TO OVER 80.8K FOLLOWERS, WITH STRONG INCREASES IN REACH, ENGAGEMENT, AND SHARES YEAR OVER YEAR. INSTAGRAM CONTINUED TO BE A LEADING PLATFORM, GROWING TO APPROXIMATELY 22.2K FOLLOWERS WITH AN INCREASE OF 2,000 NEW FOLLOWERS IN 2025. FINGER LAKES WINE COUNTRY ALSO EXPANDED ITS PRESENCE ON TIKTOK, REACHING APPROXIMATELY 2,900 FOLLOWERS AND GENERATING OVER 300K VIEWS IN 2025, REINFORCING ITS ROLE AS A KEY DISCOVERY PLATFORM FOR NEW AUDIENCES. THE ORGANIZATION ADMINISTERED A TARGETED MEDIA BUY TO BUILD AWARENESS OF THE FINGER LAKES WINE COUNTRY BRAND IN 2025. THE CAMPAIGN RAN FROM APRIL THROUGH AUGUST IN THE TARGET MARKETS OF PHILADELPHIA, HARRISBURG, AND BUFFALO. THE GOAL OF THE CAMPAIGN WAS TO DRIVE TRAFFIC TO THE FINGER LAKES WINE COUNTRY WEBSITE (WWW.FINGERLAKESWINECOUNTRY.COM). CUMULATIVE ACROSS ALL CHANNELS, THE CAMPAIGN GENERATED OVER 30.3 MILLION IMPRESSIONS. WEBSITE TRAFFIC IN 2025 TOTALED 277,020 SESSIONS, REFLECTING A STRATEGIC SHIFT TOWARD HIGHER-QUALITY, INTENT-DRIVEN VISITATION DESPITE LOWER OVERALL VOLUME. THE ORGANIZATION'S EMAIL MARKETING PROGRAM CONTINUED TO PERFORM STRONGLY, WITH AN AVERAGE OPEN RATE OF 34.4% AND A 3.0% CLICK-THROUGH RATE, AND TOTAL CLICKS INCREASED BY 31% YEAR OVER YEAR, INDICATING INCREASED ENGAGEMENT AND TRAVEL PLANNING INTEREST AMONG SUBSCRIBERS. 0 1 0 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 7 0 1 2 1 0 0 0 0 0 0 0 0 X 20 19 0 0 0 0 0 0 0 1 1 0 0 1 1 1 1 1 1 1 1 0 NY X TOM TRANTER 6079360703 PO BOX 1020 CORNING NY 14830 LAURY ELLEN WARD PRESIDENT 40.00 X X 109818 0 25994 JESSICA BACHER SECRETARY 1.00 X X 0 0 0 DAWN BURLEW DIRECTOR 1.00 X 0 0 0 ELIZABETH DUANE DIRECTOR 1.00 X 0 0 0 LISA GILL TREASURER 4.00 X X 0 0 0 NIGAR HALE VICE CHAIR 1.00 X X 0 0 0 JORDAN HARRIS DIRECTOR 1.00 X 0 0 0 SUSAN HAYES DIRECTOR 1.00 X 0 0 0 JENNIFER HERRICK-MCGONIGAL DIRECTOR 1.00 X 0 0 0 JAMES JOHNSON DIRECTOR 1.00 X 0 0 0 MEGHAN NULTY EX-OFFICIO/NON-VOTING 1.00 X 0 0 0 MICHAEL LIPARI DIRECTOR 1.00 X 0 0 0 REBECCA MAFFEI DIRECTOR 1.00 X 0 0 0 KEVIN PETERSON DIRECTOR 1.00 X 0 0 0 RICK PIROZZOLO CHAIR 5.00 X X 0 0 0 SHAWN ROSNO DIRECTOR 1.00 X 0 0 0 MILLICENT RUFFIN DIRECTOR 1.00 X 0 0 0 ELAINE SMITH DIRECTOR 1.00 X 0 0 0 TOM TRANTER IMMEDIATE PAST CHAIR 3.00 X 0 0 0 BRITTANY WOODBURN DIRECTOR 1.00 X 0 0 0 BRIELLE WOODS DIRECTOR 1.00 X 0 0 0 109818 0 25994 1 0 0 0 EAST SHORE MARKETING 2 GRAHAM RD E SUITE 100 ITHACA NY 14850 MARKETING SERVICES 163997 1 678500 678500 SPECIAL PROGRAMS 541900 32 32 32 63 63 SUNDRY 900099 1193 1193 1193 679788 1225 0 63 135812 114022 7603 17742 15678 35990 11941 21183 2928 14458 PLANNED MEDIA 214269 MEDIA RELATIONS 90488 WEBSITE AND EMAIL 34698 PRODUCTION 14565 731377 185678 115873 141044 107427 1515 5110 3060 42170 27712 375517 254072 21148 51292 100000 121148 51292 X 254369 202780 254369 202780 375517 254072 -51589 0 X X 0 1 X 1 0 RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 0 X 679788 0 679788 0 679788 731377 0 731377 0 731377 PART X, LINE 2: THE ASSOCIATION IS A NOT-FOR-PROFIT ORGANIZATION EXEMPT FROM FEDERAL AND STATE INCOME TAXATION UNDER SECTION 501(C)(6) OF THE INTERNAL REVENUE CODE. THE ASSOCIATION FILES TAX RETURNS IN VARIOUS JURISDICTIONS AND IS SUBJECT TO POTENTIAL EXAMINATION BY TAXING AUTHORITIES. THE ASSOCIATION'S CURRENT AND PRIOR THREE YEARS TAX RETURNS REMAIN SUBJECT TO REVIEW BY TAXING AUTHORITIES. MANAGEMENT OF THE ASSOCIATION BELIEVES IT HAS NO MATERIAL UNCERTAIN TAX POSITIONS AND, ACCORDINGLY, IT HAS NOT RECOGNIZED ANY LIABILITY FOR UNRECOGNIZED TAX BENEFITS. FORM 990, PART VI, SECTION B, LINE 11B RECORDS ARE COMPILED AND FILED ON A YEARLY BASIS AND STORED IN THE CORPORATE RECORD BOOK. THE TREASURER REVIEWS AND SIGNS THE FORM 990. THE 990 IS PROVIDED TO THE BOARD FOR REVIEW PRIOR TO SUBMISSION. FORM 990, PART VI, SECTION B, LINE 12C EACH DIRECTOR, PRINCIPAL OFFICER AND MEMBER OF A COMMITTEE WITH GOVERNING BOARD DELEGATED POWERS SHALL ANNUALLY SIGN A STATEMENT WHICH AFFIRMS THAT THEY HAVE RECEIVED A COPY OF THE CONFLICT OF INTEREST POLICY, THEY HAVE READ AND UNDERSTAND THE POLICY, AND HAVE AGREED TO COMPLY WITH THE POLICY. THE MINUTES OF THE GOVERNING BOARD MUST DOCUMENT ANY POTENTIAL CONFLICTS AND THEIR RESOLUTION. FORM 990, PART VI, SECTION B, LINE 15 PERSONNEL COMMITTEE REVIEWS AND RECOMMENDS SALARY LEVELS TO THE BOARD. THE BOARD VOTES ANNUALLY ON THE OPERATING BUDGET WHICH DETAILS OUT SALARIES TO BE PAID. FORM 990, PART VI, SECTION C, LINE 19 COPIES OF INFORMATION ARE PROVIDED UPON REQUEST. FORM 990, PART XII LINE 2C: THE BOARD OF DIRECTORS ASSUMES RESPONSIBILITY FOR THE OVERSIGHT OF THE AUDIT AND SELECTION OF THE INDEPENDENT AUDITOR. THIS PROCESS HAS NOT CHANGED FROM THE PRIOR YEAR.