Nonprofit · EIN 38-2582585
TC CONVENTION & VISITORS BUREAU
Also known as TRAVERSE CITY TOURISM CORPORATION
Tax-exempt · TRAVERSE CITY, MI 49684
Financials
| Year ended | Form | Revenue | Expenses | Net income | Total assets | Liabilities | Net assets |
|---|---|---|---|---|---|---|---|
| December 31, 2025 | 990 | $13,027,308 | $11,776,271 | $1,251,037 | $11,993,281 | $700,968 | $11,292,313 |
| December 31, 2024 | 990 | $12,638,310 | $10,977,694 | $1,660,616 | $10,597,087 | $555,811 | $10,041,276 |
| December 31, 2023 | 990 | $10,750,676 | $9,290,708 | $1,459,968 | $9,224,633 | $845,125 | $8,379,508 |
| December 31, 2022 | 990 (amended) | $9,459,877 | $8,968,479 | $491,398 | $7,738,667 | $819,127 | $6,919,540 |
Financial details: 990 for the year ended December 31, 2025
Revenue
- Contributions, gifts and grants
- $0
- Program service revenue
- $12,191,361
- Investment income
- $448,595
- Other revenue
- $387,352
Expenses
- Grants and similar amounts paid
- $0
- Compensation of officers, directors and key employees
- $197,116
- Other salaries and wages
- $1,300,466
- Salaries, compensation and benefits (total)
- $1,908,817
- Professional fundraising fees
- $0
- Legal fees
- $77,226
- Accounting fees
- $180,040
- Occupancy
- $132,271
- Travel
- $12,472
- Depreciation
- $15,537
- Program services (functional)
- $10,753,451
- Management and general (functional)
- $1,022,820
Balance sheet and other
- Total assets, start of year
- $10,597,087
- Total assets, end of year
- $11,993,281
- Total liabilities, end of year
- $700,968
- Net assets, end of year
- $11,292,313
- Land, buildings and equipment
- $179,827
- Net assets without donor restrictions
- $10,292,313
- Net assets with donor restrictions
- $1,000,000
- Gross unrelated business income
- $290,649
- Gross receipts
- $13,027,308
- Employees
- 25
- Volunteers
- 100
- Year formed
- 1984
- State of legal domicile
- MI
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 |
|---|---|---|---|
| TREVOR TKACH | PRESIDENT & Key employee | 40 | $197,116 |
| WHITNEY WAARA | CHIEF OPERAT Highest-paid employee | 40 | $146,523 |
| JORDAN BERKOWITZ | DIRECTOR Trustee or director | – | $0 |
| MIKE BROWN | DIRECTOR Trustee or director | – | $0 |
| PATRICK BRYS | DIRECTOR Trustee or director | – | $0 |
| MARIE-CHANTAL DALESE | EXEC COMMITT Trustee or director, Officer | – | $0 |
| DAVE DENISON | DIRECTOR Trustee or director | – | $0 |
| ALLY DIOLA | DIRECTOR Trustee or director | – | $0 |
| SHERRI FENTON | DIRECTOR Trustee or director | – | $0 |
| LAURA GALBRAITH | DIRECTOR Trustee or director | – | $0 |
| FREDERICK HELLER | CHAIRMAN Trustee or director, Officer | – | $0 |
| JASON HOMA | DIRECTOR Trustee or director | – | $0 |
| KEVIN KLEIN | DIRECTOR Trustee or director | – | $0 |
| CHRIS MACINNES | DIRECTOR Trustee or director | – | $0 |
| TIM NORMAN | VICE CHAIR Trustee or director, Officer | – | $0 |
5 more people on this return
| Name | Title | Hours / week | Compensation |
|---|---|---|---|
| JONATHAN PACK | DIRECTOR Trustee or director | – | $0 |
| JUDITH REMMERT | DIRECTOR Trustee or director | – | $0 |
| RON ROBINSON | DIRECTOR Trustee or director | – | $0 |
| ROBERT RODENROTH | SECRETARY /T Trustee or director, Officer | – | $0 |
| TERESA WOODS | DIRECTOR Trustee or director | – | $0 |
990 for the year ended December 31, 2024: 20 people
| Name | Title | Hours / week | Compensation | Other / benefits |
|---|---|---|---|---|
| TREVOR TKACH | EXECUTIVE DI Officer | 40 | $192,930 | $0 |
| WHITNEY WAARA | CHIEF OPERAT Highest-paid employee | 40 | $144,804 | $650 |
| JORDAN BERKOWITZ | DIRECTOR Trustee or director | – | $0 | $0 |
| MIKE BROWN | DIRECTOR Trustee or director | – | $0 | $0 |
| PATRICK BRYS | DIRECTOR Trustee or director | – | $0 | $0 |
| MARIE-CHANTAL DALESE | DIRECTOR Trustee or director | – | $0 | $0 |
| DAVE DENISON | DIRECTOR Trustee or director | – | $0 | $0 |
| ALLY DIOLA | DIRECTOR Trustee or director | – | $0 | $0 |
| SHERRI FENTON | DIRECTOR Trustee or director | – | $0 | $0 |
| LAURA GALBRAITH | DIRECTOR Trustee or director | – | $0 | $0 |
| JASON HOMA | DIRECTOR Trustee or director | – | $0 | $0 |
| KEVIN KLEIN | DIRECTOR Trustee or director | – | $0 | $0 |
| CHRIS MACINNES | DIRECTOR Trustee or director | – | $0 | $0 |
| JONATHAN PACK | DIRECTOR Trustee or director | – | $0 | $0 |
| JUDITH REMMERT | DIRECTOR Trustee or director | – | $0 | $0 |
| RON ROBINSON | DIRECTOR Trustee or director | – | $0 | $0 |
| TERESA WOODS | DIRECTOR Trustee or director | – | $0 | $0 |
| FREDERICK HELLER | CHAIRMAN Officer | – | $0 | $0 |
| TIM NORMAN | VICE CHAIR Officer | – | $0 | $0 |
| ROB RODENROTH | SECRETARY /T Officer | – | $0 | $0 |
990 for the year ended December 31, 2023: 20 people
| Name | Title | Hours / week | Compensation | Other / benefits |
|---|---|---|---|---|
| TREVOR TKACH | EXECUTIVE DI Officer | – | $209,744 | $0 |
| WHITNEY WAARA | CHIEF OPERAT Highest-paid employee | – | $137,500 | $1,108 |
| MIKE BROWN | DIRECTOR Trustee or director | – | $0 | $0 |
| MARIE-CHANTAL DALESE | DIRECTOR Trustee or director | – | $0 | $0 |
| DAVE DENISON | DIRECTOR Trustee or director | – | $0 | $0 |
| SHERRI FENTON | DIRECTOR Trustee or director | – | $0 | $0 |
| LAURA GALBRAITH | DIRECTOR Trustee or director | – | $0 | $0 |
| JASON HOMA | DIRECTOR Trustee or director | – | $0 | $0 |
| KEVIN KLEIN | DIRECTOR Trustee or director | – | $0 | $0 |
| CHRIS MACINNES | DIRECTOR Trustee or director | – | $0 | $0 |
| JUSTIN MORTIER | IMMEDIATE PA Trustee or director | – | $0 | $0 |
| TIM NORMAN | DIRECTOR Trustee or director | – | $0 | $0 |
| MELANIE OLSEN | DIRECTOR Trustee or director | – | $0 | $0 |
| JUDITH REMMERT | DIRECTOR Trustee or director | – | $0 | $0 |
| RON ROBINSON | DIRECTOR Trustee or director | – | $0 | $0 |
| ROB RODENROTH | DIRECTOR Trustee or director | – | $0 | $0 |
| TERESA WOODS | DIRECTOR Trustee or director | – | $0 | $0 |
| ALLY WUERFEL | DIRECTOR Trustee or director | – | $0 | $0 |
| FREDERICK HELLER | CHAIRMAN Officer | – | $0 | $0 |
| JONATHAN PACK | SECRETARY/TR Officer | – | $0 | $0 |
990 for the year ended December 31, 2022: 21 people
| Name | Title | Hours / week | Compensation | Other / benefits |
|---|---|---|---|---|
| TREVOR TKACH | EXECUTIVE DI Officer | 50 | $197,090 | $0 |
| WHITNEY WAARA | CHIEF OPERAT Highest-paid employee | 50 | $125,832 | $3,600 |
| JENNIFER CASE | CHIEF MARKET Highest-paid employee | 50 | $111,245 | $0 |
| MARIE-CHANTAL DALESE | DIRECTOR Trustee or director | 1 | $0 | $0 |
| DAVE DENISON | DIRECTOR Trustee or director | 1 | $0 | $0 |
| SHERRI FENTON | DIRECTOR Trustee or director | 1 | $0 | $0 |
| LAURA GALBRAITH | DIRECTOR Trustee or director | 1 | $0 | $0 |
| ALLEN HEADLEY | DIRECTOR Trustee or director | 1 | $0 | $0 |
| JASON HOMA | DIRECTOR Trustee or director | 1 | $0 | $0 |
| KEVIN KLEIN | DIRECTOR Trustee or director | 1 | $0 | $0 |
| CHRIS MACINNES | DIRECTOR Trustee or director | 1 | $0 | $0 |
| JUSTIN MORTIER | IMMEDIATE PA Trustee or director | 1 | $0 | $0 |
| MELANIE OLSEN | DIRECTOR Trustee or director | 1 | $0 | $0 |
| AMY PARKER | DIRECTOR Trustee or director | 1 | $0 | $0 |
| JUDY REMMERT | DIRECTOR Trustee or director | 1 | $0 | $0 |
| RON ROBINSON | DIRECTOR Trustee or director | 1 | $0 | $0 |
| ROB RODENROTH | DIRECTOR Trustee or director | 1 | $0 | $0 |
| BRANDON SHELDON | DIRECTOR Trustee or director | 1 | $0 | $0 |
| MATTHEW BRYANT | CHAIR Officer | 1.5 | $0 | $0 |
| FREDERICK HELLER | VICE CHAIRMA Officer | 1.5 | $0 | $0 |
| JONATHAN PACK | SECRETARY/TR Officer | 1.5 | $0 | $0 |
Address and contacts
- Address (IRS master file)
- 101 W GRANDVIEW PKWY, TRAVERSE CITY, MI 49684-2252
- Principal officer (990 for 2025)
- FREDERICK HELLER
- Signed the 990
- ROBERT RODENROTH, SECRETARY /TREASURER
- Phone
- (231) 947-1120
- Website
- WWW.TRAVERSECITY.COM
- Return prepared by
- TOBIN & CO PC
Mission
TO PROMOTE, PROTECT, AND ENHANCE THE TRAVERSE CITY REGION, SECURING OUR POSITION AS A PREMIER, FOUR-SEASON DESTINATION.
Program accomplishments
- 1. MARKETING THE DESTINATION TRAVERSE CITY TOURISM FOCUSES THE MAJORITY OF ITS MARKETING EFFORTS ON THE LEISURE TRAVEL MARKET KNOWING THAT LEISURE ALSO DRIVES GROUP DEMAND. TARGET AUDIENCES VARY DEPENDING ON THE TIME OF YEAR, THEME, EVENTS, AND ATTRACTION HIGHLIGHTS. THROUGHOUT MUCH OF THE YEAR WE TARGET MARKET SEGMENTS THAT ALIGN WITH OUR VALUES AND SHOW A PROPENSITY TO CONVERT. FREQUENT THEMES FOR PROMOTION INCLUDE: AGRICULTURE, CULINARY AND WINE / CRAFT BEVERAGE OFFERINGS; OUTDOOR RECREATION; EVENTS; GOLF; AND SLEEPING BEAR DUNES. ADDITION AREAS OF FOCUS INCLUDE SHOPPING, ENTERTAINMENT, CASINOS AND MORE. TCT ENGAGES IN COLLABORATIVE MARKETING PARTNERSHIPS WITH REGIONAL PARTNERS TO BUILD AWARENESS OF COMMON REGIONAL ASSETS AMONG TARGETED INTEREST GROUPS AND COLLABORATES WITH PURE MICHIGAN AT A NATIONAL AND REGIONAL LEVEL TO PROMOTE OUR REGION. SUCCESS IS MEASURED OVER THE LONG-TERM IMPACT ON THE DESTINATIONS ECONOMY, AS WELL AS BY EVALUATING NEAR-TERM ACCOMPLISHMENTS REACHING TARGETED AUDIENCES WITH OUR CAMPAIGN. WE USE GOOGLE ANALYTICS, SMITH TRAVEL RESEARCH, AIRDNA, AND OTHER RESEARCH TOOLS TO TRACK OUR MARKETING EFFORTS AND CONVERSION. ONE OF THE BEST INDICATORS OF EFFECTIVENESS IS MONITORING OUR MONTHLY ASSESSMENT COLLECTION TO ANALYZE YEAR-OVER-YEAR REVENUES. WE ACTIVELY REVIEW VISITOR NUMBERS TO THE SLEEPING BEAR NATIONAL LAKESHORE AND TVC THROUGHPUT. WE ALSO SEEK OUT ANECDOTAL INFORMATION FROM OUR MEMBERS TO HELP DETERMINE WHAT THEY ARE OBSERVING AND TO CORROBORATE THE DATA WITH PERSONAL EXPERIENCES AND MEMBER DATA. 2. PROMOTING AND SUPPORTING CONFERENCES, MEETING AND GROUP TRAVEL, AND INTERNATIONAL TRAVERSE CITY TOURISM HAS A SALES AND GROUP SERVICES DEPARTMENT THAT ASSISTS THOSE PLANNING A MEETING OR OTHER GROUP EVENT IN THE AREA. OUR PRIMARY GOAL IS TO PROACTIVELY ATTRACT MEETINGS AND EVENTS THAT TAKE PLACE DURING OFF-PEAK TIMES (NEED TIMES), HELPING ENSURE GREATER INDUSTRY SUSTAINABILITY BY SPREADING OUT DEMAND FOR HOSPITALITY BUSINESSES AND STAFF RESOURCES. TARGET GROUP MARKETS INCLUDE BUT ARE NOT LIMITED TO STATE, REGIONAL AND NATIONAL ASSOCIATIONS; CORPORATE; SMERF (SOCIAL, MILITARY, EDUCATION, RELIGIOUS AND FRATERNAL); SPORTS; AND GROUP TOURS.
- TRAVERSE CITY FOOD & WINE WAS A NEW, MULTI-DAY INITIATIVE INTENDED TO HELP RAISE AWARENESS OF THE AGRICULTURAL, CULINARY AND CRAFT BEVERAGE OFFERINGS OF THE GREATER TRAVERSE CITY REGION. THE FESTIVAL FEATURED MULTIPLE TICKETED EVENTS EACH DAY AND INCLUDED DOZENS OF BUSINESS PARTNERS WHO PARTICIPATED BY HOSTING FINE DINING MEALS, TASTINGS, LECTURES, TOURS AND RELATED ACTIVITIES. THE INITIATIVE WELCOMED GUESTS FROM 34 STATES AND BEGAN A YEAR-ROUND CULINARY-FOCUSED CAMPAIGN FOR THE DESTINATION.
- 3. DESTINATION DEVELOPMENT TRAVERSE CITY TOURISM SUPPORTS EFFORTS BEING PUT FORTH - INCLUDING LARGE- SCALE REGIONAL PARTNERSHIPS THAT ARE FOCUSED ON THE DEVELOPMENT OF NEW OR IMPROVED REGIONAL ASSETS SUCH AS SPORTS FACILITIES AND ATTRACTIONS. FURTHER, IT PROVIDES A RANGE OF SUPPORTS FOR EVENTS AND BUSINESS MODELS THAT CAN ENHANCE OUR REGIONAL APPEAL AND REPUTATION AND WORKFORCE-RELATED INITIATIVES THAT CAN BOLSTER THE FUTURE SUSTAINABILITY OF THE HOSPITALITY INDUSTRY AND ENSURE A STRONG LOCAL ECONOMY.
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
- 38-2582585
- Tax-exempt status
- 501(c)(6): Business league or chamber of commerce
- Donations deductible
- No
- Exempt since
- 1985
- Accounting year ends
- December
- Files
- Form 990 or 990-EZ
- Assets (IRS master file)
- $11,993,281
- Income (IRS master file)
- $13,027,308
Filing history
| Form | Year ended | Revenue | Expenses | Assets | Return |
|---|---|---|---|---|---|
| 990 | December 2025 | $13,027,308 | $11,776,271 | $11,993,281 | XML |
| 990 | December 2024 | $12,638,310 | $10,977,694 | $10,597,087 | XML |
| 990 | December 2023 | $10,750,676 | $9,290,708 | $9,224,633 | XML |
| 990 | December 2022 | $9,459,877 | $8,968,479 | $7,738,667 | XML |
| 990 | December 2021 | – | – | – | IRS |
| 990 | December 2020 | – | – | – | 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 38-2582585).
Questions about TC CONVENTION & VISITORS BUREAU
- What is the EIN of TC CONVENTION & VISITORS BUREAU?
- The employer identification number (EIN) of TC CONVENTION & VISITORS BUREAU is 38-2582585.
- Is TC CONVENTION & VISITORS BUREAU tax-exempt?
- Yes. The IRS lists it as tax-exempt under section 501(c)(6) since 1985.
- Are donations to TC CONVENTION & VISITORS BUREAU tax-deductible?
- No. The IRS master file says contributions to it are not deductible.
- Which annual return does TC CONVENTION & VISITORS BUREAU 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 TC CONVENTION & VISITORS BUREAU 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 TC CONVENTION & VISITORS BUREAU 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 TC CONVENTION & VISITORS BUREAU?
- The 990 for the year ended December 31, 2025 names FREDERICK HELLER.
- Who are the officers and directors of TC CONVENTION & VISITORS BUREAU?
- The 990 for the year ended December 31, 2025 lists 20 people; 2 received compensation from the organization, the highest $197,116 (TREVOR TKACH, PRESIDENT &).
- How much revenue does TC CONVENTION & VISITORS BUREAU have?
- On its 990 for the year ended December 31, 2025 it reported revenue of $13,027,308, expenses of $11,776,271 and total assets of $11,993,281 at year end.
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