Civic Intelligence

Greater Rochester Visitors Association Inc

EIN 16-0611680 • 501(c)6 • Rochester, NY

View Organization Page

Profile

To advocate for appropriate destination development, investment, and increased community awareness, appreciation and support for the visitor industry.

45 East Avenue Suite No 400Rochester, NY 14604

www.visitrochester.com

Siviq Scores

Precomputed percentiles relative to similar nonprofits. These scores are descriptive rather than judgmental.

Liabilities / Assets

93rd percentile

0.72x

Higher debt load relative to assets than 93% of similar nonprofits.

501(c)6 • $1M-$5M nonprofits • Source year 2025

Liabilities / Revenue

68th percentile

0.31x

Higher debt load relative to revenue than 68% of similar nonprofits.

501(c)6 • $1M-$5M nonprofits • Source year 2025

Net Margin

36th percentile

0.4%

Higher net margin than 36% of similar nonprofits.

501(c)6 • $1M-$5M nonprofits • Source year 2025

Top Officer Pay

90th percentile

$322,193

Higher top officer pay than 90% of similar nonprofits.

Top officer pay equals 6.9% of source-year revenue.

501(c)6 • $1M-$5M nonprofits • Source year 2025

Asset Growth

94th percentile

42%

Faster asset growth than 94% of similar nonprofits.

501(c)6 • $1M-$5M nonprofits • Annualized from 2024 to 2025

Revenue Growth

69th percentile

13%

Faster revenue growth than 69% of similar nonprofits.

501(c)6 • $1M-$5M nonprofits • Annualized from 2024 to 2025

Balance Sheet
Liabilities / Assets93rd percentile

Assets

Down

$1,658,560

Down $280,810 (-14%) from 2022

Liabilities

Down

$780,971

Down $251,354 (-24%) from 2022

Net Assets

Down

$877,589

Down $29,456 (-3.2%) from 2022

Operations
Liabilities / Revenue68th percentileNet Margin36th percentile

Revenue

Up

$4,388,966

Up $331,690 (+8.2%) from 2022

Expenses

Up

$4,418,422

Up $399,288 (+9.9%) from 2022

Net Income

Down

-$29,456

Down $67,598 (-177%) from 2022

Trend Graphs

Balance Sheet Trend

Asset Growth94th percentile

Grouped bars show assets, liabilities, and net assets across loaded filings.

$3.0M$2.0M$1.0M$0Assets 2011: $1,426,007Liabilities 2011: $599,081Net Assets 2011: $826,9262011Assets 2012: $1,447,216Liabilities 2012: $632,395Net Assets 2012: $814,8212012Assets 2013: $1,471,727Liabilities 2013: $670,432Net Assets 2013: $801,2952013Assets 2014: $1,541,658Liabilities 2014: $736,438Net Assets 2014: $805,2202014Assets 2015: $1,446,137Liabilities 2015: $618,392Net Assets 2015: $827,7452015Assets 2016: $1,755,340Liabilities 2016: $924,904Net Assets 2016: $830,4362016Assets 2017: $1,746,200Liabilities 2017: $909,174Net Assets 2017: $837,0262017Assets 2018: $1,745,912Liabilities 2018: $906,563Net Assets 2018: $839,3492018Assets 2019: $1,678,679Liabilities 2019: $827,505Net Assets 2019: $851,1742019Assets 2020: $1,943,387Liabilities 2020: $1,079,510Net Assets 2020: $863,8772020Assets 2021: $2,029,786Liabilities 2021: $1,160,883Net Assets 2021: $868,9032021Assets 2022: $1,939,370Liabilities 2022: $1,032,325Net Assets 2022: $907,0452022Assets 2023: $1,658,560Liabilities 2023: $780,971Net Assets 2023: $877,5892023

Highlighted filing

2023

Assets$1,658,560
Liabilities$780,971
Net Assets$877,589
Open 2023 Filing

Operations Trend

Revenue Growth69th percentile

Revenue, expenses, and net income by year, with the latest filing highlighted.

$6.0M$4.0M$2.0M$0-$2.0MExpenses 2011: $3,059,5552011Expenses 2012: $3,068,1762012Revenue 2013: $3,024,236Expenses 2013: $2,972,754Net Income 2013: $51,4822013Revenue 2014: $3,190,566Expenses 2014: $3,186,641Net Income 2014: $3,9252014Revenue 2015: $3,279,359Expenses 2015: $3,256,834Net Income 2015: $22,5252015Revenue 2016: $3,853,563Expenses 2016: $3,850,872Net Income 2016: $2,6912016Revenue 2017: $3,869,604Expenses 2017: $3,863,014Net Income 2017: $6,5902017Revenue 2018: $3,577,185Expenses 2018: $3,574,862Net Income 2018: $2,3232018Revenue 2019: $3,699,199Expenses 2019: $3,687,374Net Income 2019: $11,8252019Revenue 2020: $3,279,599Expenses 2020: $3,266,896Net Income 2020: $12,7032020Revenue 2021: $3,724,721Expenses 2021: $3,719,695Net Income 2021: $5,0262021Revenue 2022: $4,057,276Expenses 2022: $4,019,134Net Income 2022: $38,1422022Revenue 2023: $4,388,966Expenses 2023: $4,418,422Net Income 2023: -$29,4562023

Highlighted filing

2023

Revenue$4,388,966
Expenses$4,418,422
Net Income-$29,456
Open 2023 Filing

Filings

Most recent year

2023 • Form 990Summary only. Only limited summary data is available for this year.

Open filing
Assets
$1,658,560
Liabilities
$780,971
Net assets
$877,589
Revenue
$4,388,966
Expenses
$4,418,422
Net income
-$29,456
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2023Summary only. Only limited summary data is available for this year.$1.66$0.78$0.88$4.39$4.42$0.03
2022XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$1.94$1.03$0.91$4.06$4.02$0.04
2021XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$2.03$1.16$0.87$3.72$3.72$0.01
2020XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$1.94$1.08$0.86$3.28$3.27$0.01
2019Summary only. Only limited summary data is available for this year.$1.68$0.83$0.85$3.70$3.69$0.01
2018Facts available. Structured filing facts are available, but richer extracted sections are limited.$1.75$0.91$0.84$3.58$3.57$0.00
2017XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$1.75$0.91$0.84$3.87$3.86$0.01
2016Summary only. Only limited summary data is available for this year.$1.76$0.92$0.83$3.85$3.85$0.00
2015XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$1.45$0.62$0.83$3.28$3.26$0.02
2014Detailed filing. Detailed filing data is available for this year.$1.54$0.74$0.81$3.19$3.19$0.00
2013Detailed filing. Detailed filing data is available for this year.$1.47$0.67$0.80$3.02$2.97$0.05
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$1.45$0.63$0.81$3.07
2011Facts available. Structured filing facts are available, but richer extracted sections are limited.$1.43$0.60$0.83$3.06
Latest Detailed Filing

The latest 2023 filing currently has summary financial data only. Showing the latest detailed filing from 2018 below.

Jump To
Filing Snapshot
Filing Period
Jan 1, 2018 to Dec 31, 2018
Signed
Oct 17, 2019
Return Version
2018v3.1
Gross Receipts
$3,577,185
Mission and Program Overview

Mission

To advocate for appropriate destination development, investment, and increased community awareness, appreciation and support for the visitor industry.

Publicize the City of Rochester and Monroe County, promote its reputation and enhance its image.

Balance Sheet Detail
LineBeginningEndChange
Assets
Accounts Receivable$964,320$847,561▼ $116,759
Savings and Temporary Cash Investments$383,356$503,631▲ $120,275
Prepaid Expenses and Deferred Charges$49,848$99,403▲ $49,555
Land, Buildings, and Equipment, Net$21,238$14,770▼ $6,468
Cash and Non-Interest-Bearing Accounts$9,966$7,234▼ $2,732
Total Assets$1,746,200$1,745,912▼ $288
Other Assets Total$317,472$273,313▼ $44,159
Liabilities
Other Liabilities$646,344$591,134▼ $55,210
Accounts Payable and Accrued Expenses$262,830$307,529▲ $44,699
Deferred Revenue-$7,900-
Total Liabilities$909,174$906,563▼ $2,611
Net Assets / Fund Balance
Unrestricted Net Assets$837,026$839,349▲ $2,323
Total Net Assets Fund Balance$837,026$839,349▲ $2,323
Total Liabilities and Net Assets / Fund Balance$1,746,200$1,745,912▼ $288

Asset Categories

AssetBook ValueDepreciationBasis
Equipment$14,770$186,474$201,244
Other Land Buildings$0$52,325$52,325
Leasehold Improvements$0$46,469$46,469
Other Assets Org$273,313--
Compensation and Service Providers
Top Officer Pay90th percentile

Employees

NameTitleFull / Part TimeBaseOtherTotal
Donald JeffriesPresident/CEOFT$169,950$64,701$234,651
Greg MarshallSenior VP & Director of MaFT$127,992$30,984$158,976
Deidre WetelainenVP of SalesFT$123,636$14,276$137,912
Barbara WigdersonCFOPT$73,059$13,537$86,596
Meredith HowieSecretaryFT$39,375$6,820$46,195
Jeanine BattermannDirector of FinancePT$5,385$428$5,813

Board Members and Trustees

NameTitle
K William GuntherChair
Kate BennettVice Chair
Bill StrassburgMember
Bob DuffyMember
Corey DooleyMember
Craig CurranMember
Dr Joe CarboneMember
Fran AntonelliMember
Fred GraboskyMember
Gregory SmithMember
Hon Cheryl Dinolfo County ExecutiveMember
Joseph RulisonMember
Mayor Lovely WarrenMember
Rob NorrisMember
Steve DubnikMember
Virginia ClarkMember
John UrlaubTreasurer
Revenue and Support

Revenue Composition

Contributions and Grants
$81,980
Program Service Revenue
$3,494,930
Investment Income
$275
Other Revenue
$0
All Other Contributions
$14,071
Change in Net Assets
$2,323
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Salaries, Compensation, and Employee Benefits$1,836,610
Other Expenses$1,579,280
Grants and Similar Amounts Paid$158,972
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages---$1,182,765
Current Officers, Directors, Trustees, and Key Employees---$373,255
Advertising---$250,881
Occupancy---$185,720
Grants to Domestic Orgs---$158,972
Other Employee Benefits---$145,563
Payroll Taxes---$97,324
Other Expenses---$52,829
Office Expenses---$50,970
All Other Expenses---$46,402
Travel---$42,193
Pension Plan Contributions---$37,703
Insurance---$34,625
Fees for Services Other---$19,345
Depreciation Depletion---$17,333
Conferences and Meetings---$8,885
Interest---$83
Total Functional Expenses$0$0$0$3,574,862
International Activity

Grant and Assistance Recipients

RecipientLocationCategoryPurposeAmount
RochesterFinger Lakes Film & Video Office IncRochester, NY501(c)(3)Funding for Operations$158,972
Fundraising, Events, and Gaming
Fundraising activities
No
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Professional Fundraising Fees$0
Political and Lobbying Activity
Political campaign activity
No
Subject to proxy tax
No
Insider Transactions and Loans

Interested-Person Transactions

Interested PartyRelationshipDescriptionShared RevenueAmount
-Board member owns at least 35%AdvertisingNo$58,388
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Refundable Advance$317,821
Deferred Compensation$273,313
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Annual disclosure for covered persons
Yes
Audit committee
Yes
Backup withholding compliance
Yes
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
Yes
Other officer compensation reviewed
No
Conflict-of-interest policy
Yes
Audited financial statements prepared
Yes
Key decisions subject to board approval
No
Management duties delegated
No

Governance Explanations

Form 990, Part VI, Section A, line 6

“The Organization has five classes of members.”

Form 990, Part VI, Section A, line 7A

“Certain classes of membership have the right to appoint one or more directors to the Board.”

Form 990, Part VI, Section B, line 11B

“The 990 was sent to all Board members for comments and review prior to filing.”

Form 990, Part VI, Section B, line 12C

“The conflict of interest policy requires disclosure of any potential real or perceived conflict by staff or members of the Board. Opportunity is provided at each meeting of the Board of Directors for these disclosures under the topic of New Business. Occasionally, various Board Members have abstained from voting on issues which might appear to provide an opportunity for conflict, whenever this occurs, it is duly noted in the Minutes of the meeting.”

Form 990, Part VI, Section B, line 15A

“Following the end of the calendar year, the President/CEO summarizes production accomplishments of the organization (based upon goals established in the Board approved Business Plan.) This summary is provided to the Chair of the Board and the Chair of the Board's Personnel Committee for review. Additionally, once the outside audit is completed, its results are also presented to these persons. The Chair of the Personnel Committee convenes a meeting of the entire Personnel Committee to evaluate the results and evaluate the CEO's performance for the year, without the President/CEO present. The Committee then drafts its recommendations for CEO compensation for the following year. At a regular meeting of the entire Board, an Executive Session, without the staff or CEO, is held to discuss the draft recommendations of the Committee. The actions taken by the Board - in relation to the Committee's draft - are then discussed in a private meeting with the Chair of the Board, the Chair of the Personnel Committee and the CEO. The Board's action is then implemented.”

Form 990, Part VI, Section C, line 19

“The Association makes its governing documents, conflict of interest policy, and financial statements available to the public upon request.”

Form 990, Part VII, Part A

“Meredith Howie was compensated for her role as an employee only, and received no additional compensation for her role as Secretary. Her compensation is not included in Part IX, line 5 of the Form 990 for this reason.”

Filing and Contact Details

Filer

Filer Name
Greater Rochester Visitors Association
EIN
16-0611680
Phone
5852798300
Address
45 East Avenue Suite No 400, Rochester, NY 14604

Signing Officer

Name
Donald Jeffries
Title
President/ CEO
Phone
5855463070
Signed
2019-10-17
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Donald Jeffries
Formed
1932
Legal Domicile
Ny
Voting Board Members
17
Independent Board Members
17
Employees
70
Volunteers
90

Preparer

Firm
Heveron & Company CPAs PLLC
Address
260 Plymouth Avenue South, Rochester, NY 14608
Preparer
Stephanie Annunziata
Phone
5852322956
Raw XML AppendixShowing 400 of 569 raw XML fields

This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.

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IRS990/Form990PartVIISectionAGrp/PersonNm0Fran Antonelli
IRS990/Form990PartVIISectionAGrp/PersonNm1Kate Bennett
IRS990/Form990PartVIISectionAGrp/PersonNm2Hon Cheryl Dinolfo County Executive
IRS990/Form990PartVIISectionAGrp/PersonNm3Craig Curran
IRS990/Form990PartVIISectionAGrp/PersonNm4Mayor Lovely Warren
IRS990/Form990PartVIISectionAGrp/PersonNm5K William Gunther
IRS990/Form990PartVIISectionAGrp/PersonNm6Bob Duffy
IRS990/Form990PartVIISectionAGrp/PersonNm7Rob Norris
IRS990/Form990PartVIISectionAGrp/PersonNm8Bill Strassburg
IRS990/Form990PartVIISectionAGrp/PersonNm9Joseph Rulison
IRS990/Form990PartVIISectionAGrp/PersonNm10Virginia Clark
IRS990/Form990PartVIISectionAGrp/PersonNm11Gregory Smith
IRS990/Form990PartVIISectionAGrp/PersonNm12John Urlaub
IRS990/Form990PartVIISectionAGrp/PersonNm13Fred Grabosky
IRS990/Form990PartVIISectionAGrp/PersonNm14Corey Dooley
IRS990/Form990PartVIISectionAGrp/PersonNm15Steve Dubnik
IRS990/Form990PartVIISectionAGrp/PersonNm16Dr Joe Carbone
IRS990/Form990PartVIISectionAGrp/PersonNm17Meredith Howie
IRS990/Form990PartVIISectionAGrp/PersonNm18Barbara Wigderson
IRS990/Form990PartVIISectionAGrp/PersonNm19Donald Jeffries
IRS990/Form990PartVIISectionAGrp/PersonNm20Jeanine Battermann
IRS990/Form990PartVIISectionAGrp/PersonNm21Greg Marshall
IRS990/Form990PartVIISectionAGrp/PersonNm22Deidre Wetelainen
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IRS990/Form990PartVIISectionAGrp/TitleTxt20Director of Finance
IRS990/Form990PartVIISectionAGrp/TitleTxt21Senior VP & Director of Ma
IRS990/Form990PartVIISectionAGrp/TitleTxt22VP of Sales
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IRS990/MissionDesc0To advocate for appropriate destination development, investment, and increased community awareness, appreciation and support for the visitor industry.
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IRS990/PrincipalOfficerNm0Donald Jeffries
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IRS990/ProgSrvcAccomActy2Grp/Desc0Tourism/Leisure Marketing: Tourism (leisure) marketing and development attracts visitors who spend time and money at Monroe County's attractions, cultural institutions, festivals and events and in recreational pursuits. Leisure tourism likely comprises a majority of out-of-town visitors and spending at cultural institutions, family attractions and special events. It is a market that creates the most personal impressions of the area because of how these visitors spend their time and what they experience while here. Monroe County has significant appeal to leisure travelers and is geographically located to capitalize on its internationally known attractions. (Continued on Schedule O)GRVA's tourism division develops and implements advertising programs, collateral distribution systems, resource enhancement programs, market promotions and travel-trade partnerships that reach broad tourism markets and special interest groups. Many programs are developed in collaboration with GRVA member organizations and with regional destination marketing partners including entities in the Finger Lakes Region, the Erie Canal Corridor and Seaway Trail. Markets within a 250-mile radius including Canadian populations are a major focus for year-round visitation. Travelers from elsewhere who are already in this area or planning visits to nearby regions are a significant market as well. Direct personal sales programs are undertaken focusing on travel-trade businesses that package visits to nearby attractions such as Niagara Falls, Finger Lakes wineries and Corning Museum of Glass to encourage added features and lodging in Monroe County. Investments are made in programs that encourage Monroe County residents to invite friends and relatives for a visit. Additional tourism investments seek to intercept passing travelers encouraging them to choose Rochester for lodging, services and attractions.GRVA estimates that at least 360,000 tourism/leisure visitors came from at least 50 miles away as individuals, families and small traveling units in 2018. Specific tracking of programs is difficult and research is generally accomplished with regional and state partners. Locally, anecdotal information provided by attractions, weekend and holiday hotel occupancy and comparative event attendance is largely the source used to measure tourism and related expenditures. Activity indexes are used as a reliable source to help determine leisure interest and resulting business.
IRS990/ProgSrvcAccomActy3Grp/Desc0Monroe County Sports:2018 was the first year that Sports programs fell under the responsibility of Visit Rochester management. The former Monroe county sports commission underwent a rebranding. The Rochester NY Sports Commission works diligently to promote Monroe County through sports highlighting the important impact athletics have on our community's economic vitality and quality of life.
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IRS990ScheduleI/RecipientTable/PurposeOfGrantTxt0Funding for Operations
IRS990ScheduleI/RecipientTable/RecipientBusinessName/BusinessNameLine1Txt0RochesterFinger Lakes Film & Video Office Inc
IRS990ScheduleI/RecipientTable/RecipientEIN0161408059
IRS990ScheduleI/RecipientTable/USAddress/AddressLine1Txt045 East Avenue
IRS990ScheduleI/RecipientTable/USAddress/CityNm0Rochester
IRS990ScheduleI/RecipientTable/USAddress/StateAbbreviationCd0NY
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IRS990ScheduleI/SupplementalInformationDetail/ExplanationTxt0The Executive Director of the Rochester/Finger Lakes Film and Video Office (RFLFVO) reports directly to the President/CEO of the Greater Rochester Visitors Association (GRVA). The Executive Director of the RFLFVO prepares their own annual and monthly budget, including revisions. All of the RFLFVO accounting is handled by the CFO of GRVA. The President/CEO and Board of GRVA and the Executive Director of RFLFVO receive monthly financial statements of RFLFVO. Budget variances are discussed with the CFO and Executive Director to make certain total expenditures are in-line with budgeted amounts to ensure a balanced budget.
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