Civic Intelligence

Greater Milwaukee Convention and Visitors Bureau Inc

990 • Fiscal year 2019 • EIN 39-1079432

Jan 01, 2019 to Dec 31, 2019 • Filed on Nov 03, 2020

648 N Plankinton AveMilwaukee, WI 53203

(414) 287-4237

Siviq Scores

Precomputed percentiles for this filing year versus similar nonprofits in the same peer cohort.

Liabilities / Assets

36th percentile

0.16x

Higher debt load relative to assets than 36% of similar nonprofits.

2019 filings • 501(c)6 • $10M-$25M nonprofits • Source year 2019

Liabilities / Revenue

27th percentile

0.17x

Higher debt load relative to revenue than 27% of similar nonprofits.

2019 filings • 501(c)6 • $10M-$25M nonprofits • Source year 2019

Net Margin

52nd percentile

4.8%

Higher net margin than 52% of similar nonprofits.

2019 filings • 501(c)6 • $10M-$25M nonprofits • Source year 2019

Top Officer Pay

54th percentile

$386,941

Higher top officer pay than 54% of similar nonprofits.

Top officer pay equals 3.8% of source-year revenue.

2019 filings • 501(c)6 • $10M-$25M nonprofits • Source year 2019

Asset Growth

54th percentile

8.1%

Faster asset growth than 54% of similar nonprofits.

2019 filings • 501(c)6 • $10M-$25M nonprofits • Annualized from 2018 to 2019

Revenue Growth

43rd percentile

1.4%

Faster revenue growth than 43% of similar nonprofits.

2019 filings • 501(c)6 • $10M-$25M nonprofits • Annualized from 2018 to 2019

Assets

Up

$11,035,237

Up $826,468 (+8.1%) from 2018

Net Assets

Up

$9,301,746

Up $497,058 (+5.6%) from 2018

Liabilities

Up

$1,733,491

Up $329,410 (+23%) from 2018

Revenue

Up

$10,266,319

Up $142,749 (+1.4%) from 2018

Expenses

Up

$9,769,261

Up $455,436 (+4.9%) from 2018

Net Income

Down

$497,058

Down $312,687 (-39%) from 2018

Historical Trend

Balance Sheet Trend

The highlighted filing sits inside the broader history for assets, liabilities, and net assets.

$15M$10M$5.0M$0Assets 2011: $3,010,447Liabilities 2011: $715,851Net Assets 2011: $2,294,5962011Assets 2012: $4,014,279Liabilities 2012: $733,652Net Assets 2012: $3,280,6272012Assets 2013: $4,940,900Liabilities 2013: $999,660Net Assets 2013: $3,941,2402013Assets 2014: $6,010,851Liabilities 2014: $880,853Net Assets 2014: $5,129,9982014Assets 2015: $7,204,774Liabilities 2015: $969,430Net Assets 2015: $6,235,3442015Assets 2016: $8,379,706Liabilities 2016: $1,104,096Net Assets 2016: $7,275,6102016Assets 2017: $9,393,472Liabilities 2017: $1,398,529Net Assets 2017: $7,994,9432017Assets 2018: $10,208,769Liabilities 2018: $1,404,081Net Assets 2018: $8,804,6882018Assets 2019: $11,035,237Liabilities 2019: $1,733,491Net Assets 2019: $9,301,7462019Assets 2020: $14,876,069Liabilities 2020: $451,879Net Assets 2020: $14,424,1902020Assets 2021: $13,303,680Liabilities 2021: $893,147Net Assets 2021: $12,410,5332021Assets 2022: $11,823,311Liabilities 2022: $1,826,122Net Assets 2022: $9,997,1892022Assets 2023: $11,469,631Liabilities 2023: $2,359,227Net Assets 2023: $9,110,4042023Assets 2024: $11,514,331Liabilities 2024: $2,219,628Net Assets 2024: $9,294,7032024

Highlighted filing

2019

Assets$11,035,237
Liabilities$1,733,491
Net Assets$9,301,746

Operations Trend

Revenue, expenses, and net income across loaded years, with this filing highlighted.

$15M$10M$5.0M$0-$5.0MRevenue 2011: $7,326,971Expenses 2011: $6,129,928Net Income 2011: $1,197,0432011Revenue 2012: $7,715,602Expenses 2012: $6,729,571Net Income 2012: $986,0312012Revenue 2013: $7,991,147Expenses 2013: $7,330,534Net Income 2013: $660,6132013Revenue 2014: $8,725,938Expenses 2014: $7,544,803Net Income 2014: $1,181,1352014Revenue 2015: $8,681,662Expenses 2015: $7,576,316Net Income 2015: $1,105,3462015Revenue 2016: $9,043,739Expenses 2016: $8,003,473Net Income 2016: $1,040,2662016Revenue 2017: $9,350,848Expenses 2017: $8,631,515Net Income 2017: $719,3332017Revenue 2018: $10,123,570Expenses 2018: $9,313,825Net Income 2018: $809,7452018Revenue 2019: $10,266,319Expenses 2019: $9,769,261Net Income 2019: $497,0582019Revenue 2020: $10,894,462Expenses 2020: $5,772,018Net Income 2020: $5,122,4442020Revenue 2021: $5,924,757Expenses 2021: $7,938,414Net Income 2021: -$2,013,6572021Revenue 2022: $8,109,222Expenses 2022: $10,491,639Net Income 2022: -$2,382,4172022Revenue 2023: $11,056,476Expenses 2023: $11,943,261Net Income 2023: -$886,7852023Revenue 2024: $13,302,781Expenses 2024: $13,118,482Net Income 2024: $184,2992024

Highlighted filing

2019

Revenue$10,266,319
Expenses$9,769,261
Net Income$497,058
Jump To
Filing Snapshot
Filing Period
Jan 1, 2019 to Dec 31, 2019
Signed
Nov 3, 2020
Return Version
2019v5.0
Gross Receipts
$10,266,319
Mission and Program Overview

Mission

Visit Milwaukee is responsible for promoting and marketing the greater Milwaukee area as the destination of choice for conventions, events, and leisure travel, thereby increasing the economic impact of tourism.

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.

Balance Sheet Detail
LineBeginningEndChange
Assets
Savings and Temporary Cash Investments$7,991,856$9,758,372▲ $1,766,516
Intangible Assets$445,960$355,920▼ $90,040
Cash and Non-Interest-Bearing Accounts$34,259$337,661▲ $303,402
Accounts Receivable$1,284,065$260,023▼ $1,024,042
Prepaid Expenses and Deferred Charges$227,628$212,561▼ $15,067
Land, Buildings, and Equipment, Net$204,759$82,215▼ $122,544
Other Notes and Loans Receivable, Net-$0-
Pledges and Grants Receivable-$0-
Receivable From Disqualified Prsn-$0-
Receivables From Officers Etc-$0-
Investments Other Securities-$0-
Investments Program Related-$0-
Investments in Publicly Traded Securities-$0-
Inventories for Sale or Use-$0-
Total Assets$10,208,769$11,035,237▲ $826,468
Other Assets Total$20,242$28,485▲ $8,243
Liabilities
Accounts Payable and Accrued Expenses$902,813$1,192,149▲ $289,336
Deferred Revenue$448,974$541,342▲ $92,368
Other Liabilities$52,294--
Total Liabilities$1,404,081$1,733,491▲ $329,410
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$8,804,688$9,301,746▲ $497,058
Total Net Assets Fund Balance$8,804,688$9,301,746▲ $497,058
Total Liabilities and Net Assets / Fund Balance$10,208,769$11,035,237▲ $826,468

Asset Categories

AssetBook ValueDepreciationBasis
Equipment$76,930$374,923$451,853
Leasehold Improvements$5,285$275,255$280,540
Other Land Buildings-$275,617$275,617
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Paul UpchurchPresident & CEOFT$262,967$123,974$386,941
Rudolph BloemendaalSenior VP of SalesFT$167,573$56,389$223,962
Dana JonesVP Fin/AsstSecrFT$116,011$86,181$202,192
Megan SuardiniVP Mkg CommFT$123,819$62,917$186,736
Peggy Williams-smithPresident & CEOFT$29,087-$29,087

Board Members and Trustees

Revenue and Support

Revenue Composition

Contributions and Grants
$8,766,337
Program Service Revenue
$1,164,217
Investment Income
$63,523
Other Revenue
$272,242
All Other Contributions
$610
Change in Net Assets
$497,058

Audited Revenue Reconciliation

Revenue per Audited Statements
$10,266,319
Revenue Not Reported on Form 990
$3,600
Total Revenue per Audited Statements
$10,269,919
Total Revenue per Form 990
$10,266,319
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$5,683,837
Salaries, Compensation, and Employee Benefits$4,085,424
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising---$3,080,034
Other Salaries and Wages---$2,499,453
Current Officers, Directors, Trustees, and Key Employees---$842,182
Conferences and Meetings---$538,768
Other Employee Benefits---$380,369
Fees for Services Other---$357,338
Occupancy---$251,755
Depreciation Depletion---$249,967
Payroll Taxes---$201,938
Pension Plan Contributions---$161,482
Office Expenses---$137,247
Information Technology---$126,756
Travel---$78,812
All Other Expenses---$60,694
Fees for Services Legal---$45,681
Insurance---$33,470
Other Expenses---$33,136
Fees for Services Accounting---$16,809
Total Functional Expenses$0$0$0$9,769,261

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Audited Statements$9,772,861
Expenses per Audited Statements$9,769,261
Total Expenses per Form 990$9,769,261
Expenses Not Reported on Form 990$3,600
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
In-house lobbying only
Yes
Subject to proxy tax
Yes
Insider Transactions and Loans

Loans and Receivables

Line ItemBeginningEndChange
Receivables from Disqualified Persons-$0-
Receivables from Officers, Directors, Trustees, and Key Employees-$0-
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 35% controlled entity
No
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
Yes
Compensation from other sources disclosed
No
CEO compensation reviewed
Yes
Other officer compensation reviewed
Yes
Conflict-of-interest policy
Yes
Audited financial statements prepared
No
Key decisions subject to board approval
No
Management duties delegated
No

Governance Explanations

Form 990, Part VI, Line 2: Description of Business or Family Relationship of Officers, Directors, Et

President/CEO Paul Upchurch and Board Chair Omar Shaikh are on the Board of Sharp Literacy - Secretary/Treasurer Lynda Kohler is Executive Director of Sharp Literacy.Board Director Grady Crosby is also on the Board of The Marcus Center for the Performing Arts. Immediate Past President (of the Board) Paul Mathews is President/CEO of The Marcus Center for the Performing Arts.

Form 990, Part VI, Line 4: Description of Significant Changes to Organizational Documents

Increased number of Board Members from 30 to 33. Added a stipulation that a municipality had to give a minimum of $150,000 of occupancy taxes in order to gain a Board seat.

Form 990, Part VI, Line 6: Explanation of Classes of Members or Shareholder

The Organization has active members which are individuals or entities, all or part of whose business operations are conducted within the Greater Milwaukee area, or who resides in the greater Milwaukee area. In addition other members include honorary members, municipal members, and the Milwaukee county government member. Active members pay annual dues. Membership is non-voting. Membership includes privileges such as participation in various activities, programs, publications, educational and marketing activities as may be designated from time to time by the board of directors. An annual meeting of members is held as well as possible special meetings, if so called.

Form 990, Part VI, Line 11B: Form 990 Review Process

The 990 is reviewed by the Secretary/Treasurer on behalf of the audit/finance committee, a standing committee of the board of directors, prior to filing. A copy is made available to the full Board for their review, but not prior to filing.

Form 990, Part VI, Line 12C: Explanation of Monitoring and Enforcement of Conflicts

Board members are required to disclose potential conflicts of interest. Other members of the board or committee determine if a conflict exists. When this occurs the board member with a conflict of interest is asked to leave during the discussion and vote.

Form 990, Part VI, Line 15A: Compensation Review & Approval Process - CEO, Top Management

Compensation is set using comparable market data from three or more sources. The audit/finance committee and HR committee of the board reviews and approves the overall compensation program. The HR Committee reviews and determines CEO compensation. A compensation study using an independent compensation consultant was conducted in 2018.

Form 990, Part VI, Line 15B: Compensation Review and Approval Process for Officers and Key Employees

See part VI, Line 15a.

Form 990, Part VI, Line 19: Other Organization Documents Publicly Available

Documents are available upon request at our offices. The 990 is filed online at Guidestar.org.

Filing and Contact Details

Filer

Filer Name
Greater Milwaukee Convention
EIN
39-1079432
Phone
4142874237
Address
648 N PLANKINTON AVE, MILWAUKEE, WI 53203

Signing Officer

Name
Peggy Williams-smith
Title
President & CEO
Signed
2020-11-03
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Peggy Williams-smith
Formed
1967
Legal Domicile
Wi
Voting Board Members
32
Independent Board Members
32
Employees
57
Volunteers
154

Preparer

Firm
Ritz Holman LLP
Address
330 E Kilbourn Ste 550, Milwaukee, WI 53202-3144
Preparer
Katy L Sommer
Phone
4142711451
Supplemental Narrative

Additional Explanations

Statement on Visit Milwaukee Net Asset Balances

Through exercising prudent fiscal management and enacting best practices, VISIT Milwaukee has established various reserve and contingency funds over the past several fiscal years. These funds are reflected on the financial statements as Board Designated Net Assets, and are comprised of four designated funds. These funds were established by a Board Resolution. Total net assets may grow or decline in any given fiscal year based on activities within the funds.The funds include an emergency contingency fund, a non-profit best practice. VISIT Milwaukee receives 80% of its annual funding through one funding source, which causes a concentration of risk. Best practice is to maintain a minimum reserve equal to six months of operating expenses. In addition, a restricted business opportunity fund was created in 2007 to capitalize on convention business opportunities for the downtown Milwaukee area. Funds are designated specifically for this purpose.The operating reserve fund is used to cover current year operating expenses. Due to the timing of annual disbursements from the main funding source, VISIT Milwaukee must draw down its operating reserve fund throughout the fiscal year in order to fund current year expenses. VISIT Milwaukee management may not utilize any of the net asset reserve funds without executive committee approval.

Financial Statement Notes

Part X : FIN48 Footnote

The Organization is exempt from income tax under Section 501(c)(6) of the Internal Revenue Code and is classified as other than a private foundation. However, income from certain activities (primarily advertising income) not directly related to the Organization's tax-exempt purpose is subject to taxation as unrelated business income. Unrelated business losses were incurred in the years ended, December 31, 2014, December 31, 2015, December 31, 2016, and December 31, 2017, of $5,537, $55,204, $25,312, and $34,686, which are allowed to be carried forward and used to offset future taxable income until the years ended, December 31, 2034, December 31, 2035, December 31, 2036, and December 31, 2037, respectively. Net operating loss carryforward tax totaled $120,739. The total unrelated business income tax expense for the year ended December 31, 2019 was $(8,243) due to the repeal of taxable fringe benefits. The Organization has determined that it is likely that the net operating losses will be realized and therefore has recognized a cumulative deferred tax asset of $25,355 as of December 31, 2019.In addition, the Organization has contribution deductions allowed to be carried forward up to five years after the related expense. Contributions are available to be deducted of $16,560, $24,022, $26,435, $54,925 and $260,443 until tax years ending 2020, 2021, 2022, 2023, and 2024 respectively. Management has reviewed all tax positions recognized in previously filed tax returns in the U.S. federal and state jurisdictions and those expected to be taken in future tax returns. As of December 31, 2019, the Organization had no amounts related to unrecognized income tax benefits. The Organization does not anticipate any significant changes to unrecognized income tax benefits over the next year. The Organization is currently not under audit by any federal or state taxing authority.

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Document Assets

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Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Facts available. Structured filing facts are available, but richer extracted sections are limited.$11.5$2.22$9.29$13.3$13.1$0.18
2023Detailed filing. Detailed filing data is available for this year.$11.5$2.36$9.11$11.1$11.9$0.89
2022Detailed filing. Detailed filing data is available for this year.$11.8$1.83$10.00$8.11$10.5$2.38
2021Detailed filing. Detailed filing data is available for this year.$13.3$0.89$12.4$5.92$7.94$2.01
2020Detailed filing. Detailed filing data is available for this year.$14.9$0.45$14.4$10.9$5.77$5.12
2019Detailed filing. Detailed filing data is available for this year.$11.0$1.73$9.30$10.3$9.77$0.50
2018Detailed filing. Detailed filing data is available for this year.$10.2$1.40$8.80$10.1$9.31$0.81
2017Detailed filing. Detailed filing data is available for this year.$9.39$1.40$7.99$9.35$8.63$0.72
2016Detailed filing. Detailed filing data is available for this year.$8.38$1.10$7.28$9.04$8.00$1.04
2015Detailed filing. Detailed filing data is available for this year.$7.20$0.97$6.24$8.68$7.58$1.11
2014Summary only. Only limited summary data is available for this year.$6.01$0.88$5.13$8.73$7.54$1.18
2013Summary only. Only limited summary data is available for this year.$4.94$1.00$3.94$7.99$7.33$0.66
2012Summary only. Only limited summary data is available for this year.$4.01$0.73$3.28$7.72$6.73$0.99
2011Summary only. Only limited summary data is available for this year.$3.01$0.72$2.29$7.33$6.13$1.20