Nonprofit · EIN 39-1079432
GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC
Also known as VISIT MILWAUKEE
Tax-exempt · MILWAUKEE, WI 53203
Financials
| Year ended | Form | Revenue | Expenses | Net income | Total assets | Liabilities | Net assets |
|---|---|---|---|---|---|---|---|
| December 31, 2024 | 990 | $13,302,781 | $13,118,482 | $184,299 | $11,514,331 | $2,219,628 | $9,294,703 |
| December 31, 2023 | 990 | $11,056,476 | $11,943,261 | -$886,785 | $11,469,631 | $2,359,227 | $9,110,404 |
Financial details: 990 for the year ended December 31, 2024
Revenue
- Contributions, gifts and grants
- $11,772,192
- of which government grants
- $11,772,192
- Program service revenue
- $952,808
- Investment income
- $194,615
- Other revenue
- $383,166
Expenses
- Grants and similar amounts paid
- $0
- Compensation of officers, directors and key employees
- $566,187
- Other salaries and wages
- $3,098,486
- Salaries, compensation and benefits (total)
- $4,429,700
- Professional fundraising fees
- $0
- Legal fees
- $27,015
- Accounting fees
- $35,912
- Occupancy
- $448,696
- Travel
- $98,359
- Depreciation
- $130,600
Balance sheet and other
- Total assets, start of year
- $11,469,631
- Total assets, end of year
- $11,514,331
- Total liabilities, end of year
- $2,219,628
- Net assets, end of year
- $9,294,703
- Land, buildings and equipment
- $124,511
- Net assets without donor restrictions
- $9,294,703
- Gross unrelated business income
- $337,012
- Gross receipts
- $13,302,781
- Employees
- 55
- Volunteers
- 160
- Year formed
- 1967
- State of legal domicile
- WI
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, 2024, highest compensation first.
| Name | Title | Hours / week | Compensation | Other / benefits |
|---|---|---|---|---|
| PEGGY WILLIAMS-SMITH | PRESIDENT & CEO Officer | 40 | $374,338 | $56,951 |
| LESLIE KRAAK JOHNSON | VP OF SALES Highest-paid employee | 40 | $207,207 | $16,996 |
| JOSHUA ALBRECHT | CHIEF MARKETING OFFICER Highest-paid employee | 40 | $190,633 | $19,247 |
| CHAD CHAPPELL | NATIONAL ACCOUNT EXECUTIVE Highest-paid employee | 40 | $124,982 | $26,530 |
| MARISSA WERNER | DIRECTOR OF SPORTS MILWAUK Highest-paid employee | 40 | $118,642 | $19,613 |
| MEISHA BRIDGES | VICE PRESIDENT OF FINANCE Officer | 40 | $116,675 | $18,223 |
| CLAIRE KOENIG | VP OF COMMUNICATION AND ADVOCACY Highest-paid employee | 40 | $104,171 | $18,226 |
| ALDERMAN LAMONT WESTMORELAND | DIRECTOR Trustee or director | 1 | $0 | $0 |
| ALEXX ZAWADA | DIRECTOR Trustee or director | 1 | $0 | $0 |
| AMBER CHRISTOPHER | DIRECTOR Trustee or director | 1 | $0 | $0 |
| AMOS MORRIS | DIRECTOR Trustee or director | 1 | $0 | $0 |
| BETH GLEESING | DIRECTOR Trustee or director | 1 | $0 | $0 |
| BETH WEIRICK | DIRECTOR Trustee or director | 1 | $0 | $0 |
| BRIAN DRANZIK | DIRECTOR Trustee or director | 1 | $0 | $0 |
| CLIFTON CRUMP | DIRECTOR Trustee or director | 1 | $0 | $0 |
29 more people on this return
| Name | Title | Hours / week | Compensation |
|---|---|---|---|
| CRAIG KAMMHOLZ | DIRECTOR Trustee or director | 1 | $0 |
| DANIELLE BERGNER | DIRECTOR Trustee or director | 1 | $0 |
| DENNIS MCBRIDE | DIRECTOR Trustee or director | 1 | $0 |
| DENNIS WILLIAMS | DIRECTOR Trustee or director | 1 | $0 |
| EVE HALL | FORMER BOARD CHAIR Trustee or director, Officer | 1 | $0 |
| GERARD RANDALL JR | DIRECTOR Trustee or director | 1 | $0 |
| GRADY CROSBY | DIRECTOR Trustee or director | 1 | $0 |
| JAMES VILLA | TREASURER Trustee or director, Officer | 1 | $0 |
| JASON HARTLUND | DIRECTOR Trustee or director | 1 | $0 |
| JASON RAE | DIRECTOR Trustee or director, Officer | 1 | $0 |
| JASON WILKE | DIRECTOR Trustee or director | 1 | $0 |
| JEREMY LUCAS | DIRECTOR Trustee or director, Officer | 1 | $0 |
| JIM KANTER | DIRECTOR Trustee or director | 1 | $0 |
| KATE BRAASCH | DIRECTOR Trustee or director | 1 | $0 |
| KEVIN NEWELL | DIRECTOR Trustee or director | 1 | $0 |
| KRISTINE HILLMER | VICE CHAIR Trustee or director, Officer | 1 | $0 |
| MARK FLAHERTY | DIRECTOR Trustee or director | 1 | $0 |
| MARTY BROOKS | DIRECTOR Trustee or director | 1 | $0 |
| MICHAEL EVANS | DIRECTOR Trustee or director | 1 | $0 |
| PAUL BARTOLOTTA | DIRECTOR Trustee or director | 1 | $0 |
| RUSSELL W STAMPER II | DIRECTOR Trustee or director | 1 | $0 |
| SAMANTHA MALDONADO | DIRECTOR Trustee or director, Officer | 1 | $0 |
| SARAH SMITH-PANCHERI | BOARD CHAIR Trustee or director, Officer | 1 | $0 |
| SHARI BLACK | DIRECTOR Trustee or director | 1 | $0 |
| STEVE BAAS | DIRECTOR Trustee or director | 1 | $0 |
| TAMI GARRISON | DIRECTOR Trustee or director | 1 | $0 |
| TRACY JOHNSON | DIRECTOR Trustee or director | 1 | $0 |
| YUUSEF MORALES | DIRECTOR Trustee or director | 1 | $0 |
| CURT KLUTH | DIRECTOR Trustee or director | 1 | $0 |
990 for the year ended December 31, 2023: 44 people
| Name | Title | Hours / week | Compensation | Other / benefits |
|---|---|---|---|---|
| PEGGY WILLIAMS-SMITH | PRESIDENT & CEO Officer | 40 | $355,855 | $51,577 |
| LESLIE KRAAK JOHNSON | VP OF SALES Highest-paid employee | 40 | $198,706 | $16,180 |
| JOSHUA ALBRECHT | CHIEF MARKETING OFFICER Highest-paid employee | 40 | $177,935 | $18,889 |
| CHARLOTTE HAYSLETT | VICE PRESIDENT OF HUMAN RESOURCES Officer | 40 | $121,555 | $18,310 |
| MARISSA WERNER | DIRECTOR OF SPORTS MILWAUKEE Highest-paid employee | 40 | $113,453 | $13,022 |
| CHAD CHAPPELL | NATIONAL ACCOUNT EXECUTIVE Highest-paid employee | 40 | $100,515 | $20,338 |
| STEVE BAAS | DIRECTOR Trustee or director | 1 | $0 | $0 |
| EVE HALL | FORMER BOARD CHAIR Trustee or director, Officer | 1 | $0 | $0 |
| JAMES VILLA | TREASURER Trustee or director, Officer | 1 | $0 | $0 |
| SHARI BLACK | DIRECTOR Trustee or director | 1 | $0 | $0 |
| SARAH SMITH-PANCHERI | BOARD CHAIR Trustee or director, Officer | 1 | $0 | $0 |
| ALEXX ZAWADA | DIRECTOR Trustee or director | 1 | $0 | $0 |
| DENNIS WILLIAMS | DIRECTOR Trustee or director | 1 | $0 | $0 |
| MEAGAN O'REILLY | DIRECTOR Trustee or director | 1 | $0 | $0 |
| SAMANTHA MALDONADO | DIRECTOR Trustee or director | 1 | $0 | $0 |
| CRAIG KAMMHOLZ | DIRECTOR Trustee or director | 1 | $0 | $0 |
| BRIAN DRANZIK | DIRECTOR Trustee or director | 1 | $0 | $0 |
| PAUL BARTOLOTTA | DIRECTOR Trustee or director | 1 | $0 | $0 |
| TAMI GARRISON | DIRECTOR Trustee or director | 1 | $0 | $0 |
| GERARD RANDALL JR | DIRECTOR Trustee or director | 1 | $0 | $0 |
| DANIELLE BERGNER | DIRECTOR Trustee or director | 1 | $0 | $0 |
| JEREMY LUCAS | DIRECTOR Trustee or director | 1 | $0 | $0 |
| KATHLEEN O'LEARY | DIRECTOR Trustee or director | 1 | $0 | $0 |
| GRADY CROSBY | DIRECTOR Trustee or director | 1 | $0 | $0 |
| KATE BRAASCH | DIRECTOR Trustee or director | 1 | $0 | $0 |
| TRACY JOHNSON | DIRECTOR Trustee or director | 1 | $0 | $0 |
| HOWARD SNYDER | DIRECTOR Trustee or director | 1 | $0 | $0 |
| BILL DAVIDSON | DIRECTOR Trustee or director | 1 | $0 | $0 |
| JASON RAE | DIRECTOR Trustee or director | 1 | $0 | $0 |
| MAXX RODRIGUEZ | DIRECTOR Trustee or director | 1 | $0 | $0 |
| MELISSA WEISS | DIRECTOR Trustee or director | 1 | $0 | $0 |
| MARK FLAHERTY | DIRECTOR Trustee or director | 1 | $0 | $0 |
| LYNDA KOHLER | DIRECTOR Trustee or director | 1 | $0 | $0 |
| KRISTINE HILLMER | DIRECTOR Trustee or director | 1 | $0 | $0 |
| CURT KLUTH | DIRECTOR Trustee or director | 1 | $0 | $0 |
| BETH WEIRICK | DIRECTOR Trustee or director | 1 | $0 | $0 |
| DENNIS MCBRIDE | DIRECTOR Trustee or director | 1 | $0 | $0 |
| KEVIN NEWELL | DIRECTOR Trustee or director | 1 | $0 | $0 |
| MARTY BROOKS | DIRECTOR Trustee or director | 1 | $0 | $0 |
| MICHAEL EVANS | DIRECTOR Trustee or director | 1 | $0 | $0 |
| JIM KANTER | DIRECTOR Trustee or director | 1 | $0 | $0 |
| ARLISIA MCHENRY | DIRECTOR Trustee or director | 1 | $0 | $0 |
| CLIFTON CRUMP | DIRECTOR Trustee or director | 1 | $0 | $0 |
| RAFAEL ACEVEDO | DIRECTOR Trustee or director | 1 | $0 | $0 |
Address and contacts
- Address (IRS master file)
- 648 N PLANKINTON AVE STE 220, MILWAUKEE, WI 53203-2927
- Principal officer (990 for 2024)
- PEGGY WILLIAMS-SMITH, 648 N PLANKINTON AVE 220, MILWAUKEE, WI 532032926
- Signed the 990
- PEGGY WILLIAMS-SMITH, PRESIDENT & CEO
- Phone
- (414) 287-4237
- Website
- WWW.VISITMILWAUKEE.ORG
- Return prepared by
- RITZ HOLMAN LLP
Mission
VISIT MILWAUKEE IS RESPONSIBLE FOR CREATING ECONOMIC GROWTH AND IMPROVING THE QUALITY OF LIFE FOR OUR COMMUNITIES BY BRANDING, MARKETING, AND SELLING MILWAUKEE AS A MUST-EXPERIENCE DESTINATION.
Program accomplishments
- CONVENTION SALES AND SERVICES: RAISE THE VOLUME AND QUALITY OF CONVENTION MEETINGS BUSINESS BOOKED IN THE GREATER MILWAUKEE AREA, WHICH IN TURN BENEFITS THE WISCONSIN CENTER, HOTELS, VISIT MILWAUKEE PARTNERS, AND ECONOMY OF THE GREATER MILWAUKEE REGION.Expenses $3,891,028 · revenue $40,589
- MARKETING EFFORTS COORDINATE ALL EXTERNAL COMMUNICATIONS, PAID ADVERTISING, E-MARKETING, AND SOCIAL MEDIA FOR BOTH CONVENTIONS AND LEISURE TOURISM. THE DEPARTMENT IDENTIFIES MARKETING OPPORTUNITIES AND DEVELOPS SHORT AND LONG-TERM MARKETING STRATEGIES TO ATTRACT OVERNIGHT VISITORS FROM OUTSIDE THE MILWAUKEE AREA.Expenses $4,771,701 · revenue $259,447
- PUBLIC RELATIONS AND COMMUNICATIONS EFFORTS PROMOTE THE GREATER MILWAUKEE REGION ON A LOCAL, REGIONAL, NATIONAL, AND INTERNATIONAL LEVEL TO MEETING PLANNERS, VISITORS, AND RESIDENTS. PUBLIC RELATIONS FOCUSES ON BOTH LEISURE AND CONVENTION TOURISM, INCREASING THE IMPACT OF PAID MARKETING TO INCREASE VISITOR TRAFFIC TO THE MILWAUKEE AREA.Expenses $918,000
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 | Not 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
- 39-1079432
- Tax-exempt status
- 501(c)(6): Business league or chamber of commerce
- Donations deductible
- No
- Exempt since
- 1967
- Accounting year ends
- December
- Files
- Form 990 or 990-EZ
- Assets (IRS master file)
- $11,514,331
- Income (IRS master file)
- $13,302,781
Filing history
| Form | Year ended | Revenue | Expenses | Assets | Return |
|---|---|---|---|---|---|
| 990 | December 2024 | $13,302,781 | $13,118,482 | $11,514,331 | IRS |
| 990 | December 2023 | $11,056,476 | $11,943,261 | $11,469,631 | XML |
| 990 | December 2022 | $8,109,222 | $10,491,639 | $11,823,311 | IRS |
| 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 39-1079432).
Questions about GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC
- What is the EIN of GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC?
- The employer identification number (EIN) of GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC is 39-1079432.
- Is GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC tax-exempt?
- Yes. The IRS lists it as tax-exempt under section 501(c)(6) since 1967.
- Are donations to GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC tax-deductible?
- No. The IRS master file says contributions to it are not deductible.
- Which annual return does GREATER MILWAUKEE CONVENTION & 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 GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC due?
- The return for tax year 2025 (the year ending December 31, 2025) is due May 15, 2026. Form 8868 extends it by six months; the 990-N cannot be extended.
- When did GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC last file with the IRS?
- The latest return in the IRS public files is the 990 for the year ended December 2024.
- Who is the principal officer of GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC?
- The 990 for the year ended December 31, 2024 names PEGGY WILLIAMS-SMITH.
- Who are the officers and directors of GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC?
- The 990 for the year ended December 31, 2024 lists 44 people; 7 received compensation from the organization, the highest $374,338 (PEGGY WILLIAMS-SMITH, PRESIDENT & CEO).
- How much revenue does GREATER MILWAUKEE CONVENTION & VISITORS BUREAU INC have?
- On its 990 for the year ended December 31, 2024 it reported revenue of $13,302,781, expenses of $13,118,482 and total assets of $11,514,331 at year end.
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