Civic Intelligence

Pembroke Tourism Development Authority

990 • Fiscal year 2017 • EIN 45-3631269

Jul 01, 2016 to Jun 30, 2017 • Filed on Oct 04, 2017

P O Box 866Pembroke, NC 28372

(910) 521-9758

Siviq Scores

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

Liabilities / Assets

52nd percentile

0.00x

Tied with the lowest-debt nonprofits in its peer group.

2017 filings • NTEE S • <$500k nonprofits • Source year 2017

Liabilities / Revenue

51st percentile

0.00x

Tied with the lowest-debt nonprofits in its peer group.

2017 filings • NTEE S • <$500k nonprofits • Source year 2017

Net Margin

50th percentile

3.6%

Higher net margin than 50% of similar nonprofits.

2017 filings • NTEE S • <$500k nonprofits • Source year 2017

Top Officer Pay

77th percentile

$0

Higher top officer pay than 77% of similar nonprofits.

Top officer pay equals 0.0% of source-year revenue.

2017 filings • NTEE S • <$500k nonprofits • Source year 2017

Asset Growth

51st percentile

2.8%

Faster asset growth than 51% of similar nonprofits.

2017 filings • NTEE S • <$500k nonprofits • Annualized from 2016 to 2017

Revenue Growth

77th percentile

29%

Faster revenue growth than 77% of similar nonprofits.

2017 filings • NTEE S • <$500k nonprofits • Annualized from 2016 to 2017

Assets

Up

$52,703

Up $1,460 (+2.8%) from 2016

Net Assets

Up

$52,703

Up $1,460 (+2.8%) from 2016

Liabilities

Flat

$0

Flat from 2016

Revenue

Up

$40,258

Up $9,057 (+29%) from 2016

Expenses

Up

$38,798

Up $9,513 (+32%) from 2016

Net Income

Down

$1,460

Down $456 (-24%) from 2016

Historical Trend

Balance Sheet Trend

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

$300K$200K$100K$0Assets 2013: $42,214Liabilities 2013: $0Net Assets 2013: $42,2142013Assets 2014: $44,139Liabilities 2014: $0Net Assets 2014: $44,1392014Assets 2015: $49,327Liabilities 2015: $0Net Assets 2015: $49,3272015Assets 2016: $51,243Liabilities 2016: $0Net Assets 2016: $51,2432016Assets 2017: $52,703Liabilities 2017: $0Net Assets 2017: $52,7032017Assets 2018: $38,882Liabilities 2018: $0Net Assets 2018: $38,8822018Assets 2019: $38,274Liabilities 2019: $0Net Assets 2019: $38,2742019Assets 2020: $38,657Liabilities 2020: $0Net Assets 2020: $38,6572020Assets 2021: $43,487Liabilities 2021: $0Net Assets 2021: $43,4872021Assets 2022: $90,495Liabilities 2022: $0Net Assets 2022: $90,4952022Assets 2023: $134,181Liabilities 2023: $0Net Assets 2023: $134,1812023Assets 2024: $188,678Liabilities 2024: $0Net Assets 2024: $188,6782024Assets 2025: $240,995Liabilities 2025: $0Net Assets 2025: $240,9952025

Highlighted filing

2017

Assets$52,703
Liabilities$0
Net Assets$52,703

Operations Trend

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

$150K$100K$50K$0-$50KExpenses 2013: $17,2342013Revenue 2014: $29,234Expenses 2014: $27,309Net Income 2014: $1,9252014Revenue 2015: $27,192Expenses 2015: $22,004Net Income 2015: $5,1882015Revenue 2016: $31,201Expenses 2016: $29,285Net Income 2016: $1,9162016Revenue 2017: $40,258Expenses 2017: $38,798Net Income 2017: $1,4602017Revenue 2018: $36,202Expenses 2018: $50,023Net Income 2018: -$13,8212018Revenue 2019: $46,895Expenses 2019: $47,503Net Income 2019: -$6082019Revenue 2020: $31,531Expenses 2020: $31,148Net Income 2020: $3832020Revenue 2021: $35,502Expenses 2021: $30,672Net Income 2021: $4,8302021Revenue 2022: $86,089Expenses 2022: $39,081Net Income 2022: $47,0082022Revenue 2023: $93,130Expenses 2023: $49,444Net Income 2023: $43,6862023Revenue 2024: $110,804Expenses 2024: $56,307Net Income 2024: $54,4972024Revenue 2025: $122,940Expenses 2025: $70,623Net Income 2025: $52,3172025

Highlighted filing

2017

Revenue$40,258
Expenses$38,798
Net Income$1,460
Jump To
Filing Snapshot
Filing Period
Jul 1, 2016 to Jun 30, 2017
Signed
Oct 4, 2017
Return Version
2016v3.0
Gross Receipts
$40,258
Mission and Program Overview

Mission

Promote travel and tourism in and around the town of pembroke, north carolina

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$48,277$48,861▲ $584
Accounts Receivable$2,966$3,842▲ $876
Total Assets$51,243$52,703▲ $1,460
Liabilities
Total Liabilities$0$0→ $0
Net Assets / Fund Balance
Unrestricted Net Assets$51,243$52,703▲ $1,460
Total Net Assets Fund Balance$51,243$52,703▲ $1,460
Total Liabilities and Net Assets / Fund Balance$51,243$52,703▲ $1,460
Compensation and Service Providers

Board Members and Trustees

NameTitle
James HardinDirector
James ChavisDirector/boa
Revenue and Support

Revenue Composition

Contributions and Grants
$40,258
Program Service Revenue
$0
Investment Income
$0
Other Revenue
$0
Change in Net Assets
$1,460

Audited Revenue Reconciliation

Revenue per Audited Statements
$40,258
Total Revenue per Audited Statements
$40,258
Total Revenue per Form 990
$40,258
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$38,798
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Salaries, Compensation, and Employee Benefits$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising---$36,864
Fees for Services Accounting---$1,700
Insurance---$234
Total Functional Expenses$0$0$0$38,798

Audited Expense Reconciliation

Line ItemAmount
Expenses per Audited Statements$38,798
Total Expenses per Audited Statements$38,798
Total Expenses per Form 990$38,798
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
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Audit committee
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
No
Other officer compensation reviewed
No
Conflict-of-interest policy
No
Audited financial statements prepared
No
Key decisions subject to board approval
No
Management duties delegated
No

Governance Explanations

Form 990, Page 6, Part VI, Line 11B

No review was or will be conducted.

Form 990, Page 6, Part VI, Line 19

No documents available to the public

Filing and Contact Details

Filer

Filer Name
Pembroke Tourism Development
EIN
45-3631269
Phone
9105219758
Address
P O BOX 866, PEMBROKE, NC 28372

Signing Officer

Name
James Chavis
Title
Director/board Chair
Phone
9105219758
Signed
2017-10-04
Discuss with paid preparer
Yes

Organization Details

Principal Officer
James Chavis
Formed
2010
Legal Domicile
Nc
Voting Board Members
2
Independent Board Members
2
Employees
0

Preparer

Firm
S Preston Douglas & Associates Llp
Address
PO BOX 2339, LUMBERTON, NC 28359-2339
Preparer
John D Masters
Phone
9107397523
Supplemental Narrative

Additional Explanations

Form 990, Page 2, Part III, Line 4D

PROMOTE TOURISM

Raw XML Appendix216 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.

Path#Value
IRS990/AccountantCompileOrReviewInd0false
IRS990/AccountsReceivableGrp/BOYAmt02966
IRS990/AccountsReceivableGrp/EOYAmt03842
IRS990/ActivitiesConductedPrtshpInd0false
IRS990/ActivityOrMissionDesc0PROMOTE TRAVEL AND TOURISM IN AND AROUND THE TOWN OF PEMBROKE, NORTH CAROLINA
IRS990/AdvertisingGrp/TotalAmt036864
IRS990/AuditCommitteeInd0true
IRS990/BooksInCareOfDetail/BusinessName/BusinessNameLine1Txt0TOWN OF PEMBROKE
IRS990/BooksInCareOfDetail/PhoneNum09105219758
IRS990/BooksInCareOfDetail/USAddress/AddressLine1Txt0100 UNION CHAPEL ROAD
IRS990/BooksInCareOfDetail/USAddress/AddressLine2Txt0P O BOX 866
IRS990/BooksInCareOfDetail/USAddress/CityNm0PEMBROKE
IRS990/BooksInCareOfDetail/USAddress/StateAbbreviationCd0NC
IRS990/BooksInCareOfDetail/USAddress/ZIPCd028372
IRS990/BusinessRlnWithFamMemInd0false
IRS990/BusinessRlnWithOfficerEntInd0false
IRS990/BusinessRlnWithOrgMemInd0false
IRS990/CashNonInterestBearingGrp/BOYAmt048277
IRS990/CashNonInterestBearingGrp/EOYAmt048861
IRS990/ChangeToOrgDocumentsInd0false
IRS990/CollectionsOfArtInd0false
IRS990/CompensationFromOtherSrcsInd0false
IRS990/CompensationProcessCEOInd0false
IRS990/CompensationProcessOtherInd0false
IRS990/ConflictOfInterestPolicyInd0false
IRS990/ConservationEasementsInd0false
IRS990/ConsolidatedAuditFinclStmtInd0false
IRS990/CreditCounselingInd0false
IRS990/CYBenefitsPaidToMembersAmt00
IRS990/CYContributionsGrantsAmt040258
IRS990/CYGrantsAndSimilarPaidAmt00
IRS990/CYInvestmentIncomeAmt00
IRS990/CYOtherExpensesAmt038798
IRS990/CYOtherRevenueAmt00
IRS990/CYProgramServiceRevenueAmt00
IRS990/CYRevenuesLessExpensesAmt01460
IRS990/CYSalariesCompEmpBnftPaidAmt00
IRS990/CYTotalExpensesAmt038798
IRS990/CYTotalFundraisingExpenseAmt00
IRS990/CYTotalProfFndrsngExpnsAmt00
IRS990/CYTotalRevenueAmt040258
IRS990/DecisionsSubjectToApprovaInd0false
IRS990/DeductibleArtContributionInd0false
IRS990/DeductibleNonCashContriInd0false
IRS990/DelegationOfMgmtDutiesInd0false
IRS990/Desc0PROMOTE TOURISM IN AND AROUND PEMBROKE, NORTH CAROLINA
IRS990/DescribedInSection501c3Ind0false
IRS990/DisregardedEntityInd0false
IRS990/DocumentRetentionPolicyInd0false
IRS990/DonorAdvisedFundInd0false
IRS990/ElectionOfBoardMembersInd0false
IRS990/EmployeeCnt00
IRS990/FamilyOrBusinessRlnInd0false
IRS990/FederalGrantAuditRequiredInd0false
IRS990/FeesForServicesAccountingGrp/TotalAmt01700
IRS990/ForeignActivitiesInd0false
IRS990/ForeignFinancialAccountInd0false
IRS990/ForeignOfficeInd0false
IRS990/Form990PartVIISectionAGrp/IndividualTrusteeOrDirectorInd0X
IRS990/Form990PartVIISectionAGrp/IndividualTrusteeOrDirectorInd1X
IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt00
IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt10
IRS990/Form990PartVIISectionAGrp/PersonNm0JAMES CHAVIS
IRS990/Form990PartVIISectionAGrp/PersonNm1JAMES HARDIN
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt00
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt10
IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt00
IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt10
IRS990/Form990PartVIISectionAGrp/TitleTxt0DIRECTOR/BOA
IRS990/Form990PartVIISectionAGrp/TitleTxt1DIRECTOR
IRS990/Form990ProvidedToGvrnBodyInd0false
IRS990/FormationYr02010
IRS990/FormerOfcrEmployeesListedInd0false
IRS990/FSAuditedBasisGrp/SeparateBasisFinclStmtInd0X
IRS990/FSAuditedInd0true
IRS990/FundraisingActivitiesInd0false
IRS990/GamingActivitiesInd0false
IRS990/GoverningBodyVotingMembersCnt02
IRS990/GovernmentGrantsAmt040258
IRS990/GrantsToIndividualsInd0false
IRS990/GrantsToOrganizationsInd0false
IRS990/GrantToRelatedPersonInd0false
IRS990/GrossReceiptsAmt040258
IRS990/GroupReturnForAffiliatesInd0false
IRS990/IncludeFIN48FootnoteInd0false
IRS990/IndependentAuditFinclStmtInd0true
IRS990/IndependentVotingMemberCnt02
IRS990/IndoorTanningServicesInd0false
IRS990/InfoInScheduleOPartIIIInd0X
IRS990/InsuranceGrp/TotalAmt0234
IRS990/InvestmentInJointVentureInd0false
IRS990/IRPDocumentCnt00
IRS990/IRPDocumentW2GCnt00
IRS990/LegalDomicileStateCd0NC
IRS990/LoanOutstandingInd0false
IRS990/LocalChaptersInd0false
IRS990/MaterialDiversionOrMisuseInd0false
IRS990/MembersOrStockholdersInd0false
IRS990/MethodOfAccountingAccrualInd0X
IRS990/MinutesOfCommitteesInd0true
IRS990/MinutesOfGoverningBodyInd0true
IRS990/MissionDesc0PROMOTE TRAVEL AND TOURISM IN AND AROUND THE TOWN OF PEMBROKE, NORTH CAROLINA
IRS990/MoreThan5000KToIndividualsInd0false
IRS990/MoreThan5000KToOrgInd0false
IRS990/NetAssetsOrFundBalancesBOYAmt051243
IRS990/NetAssetsOrFundBalancesEOYAmt052703
IRS990/NoListedPersonsCompensatedInd0X
IRS990/NondeductibleContributionsInd0false
IRS990/OfficerMailingAddressInd0false
IRS990/OperateHospitalInd0false
IRS990/Organization501cInd0X
IRS990/OrganizationFollowsSFAS117Ind0X
IRS990/PartialLiquidationInd0false
IRS990/PoliticalCampaignActyInd0false
IRS990/PrincipalOfficerNm0JAMES CHAVIS
IRS990/ProfessionalFundraisingInd0false
IRS990/ProgSrvcAccomActyOtherGrp/Desc0PROMOTE TOURISM
IRS990/ProhibitedTaxShelterTransInd0false
IRS990/PYContributionsGrantsAmt031201
IRS990/PYOtherExpensesAmt029285
IRS990/PYRevenuesLessExpensesAmt01916
IRS990/PYTotalExpensesAmt029285
IRS990/PYTotalRevenueAmt031201
IRS990/ReconcilationRevenueExpnssAmt01460
IRS990/RelatedEntityInd0false
IRS990/RelatedOrganizationCtrlEntInd0false
IRS990/ReportInvestmentsOtherSecInd0false
IRS990/ReportLandBuildingEquipmentInd0false
IRS990/ReportOtherAssetsInd0false
IRS990/ReportOtherLiabilitiesInd0false
IRS990/ReportProgramRelatedInvstInd0false
IRS990/ScheduleBRequiredInd0false
IRS990ScheduleD/ExpensesSubtotalAmt038798
IRS990ScheduleD/RevenueSubtotalAmt040258
IRS990ScheduleD/TotalExpensesPerForm990Amt038798
IRS990ScheduleD/TotalRevenuePerForm990Amt040258
IRS990ScheduleD/TotalRevEtcAuditedFinclStmtAmt040258
IRS990ScheduleD/TotExpnsEtcAuditedFinclStmtAmt038798
IRS990/ScheduleJRequiredInd0false
IRS990/ScheduleORequiredInd0false
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt0PROMOTE TOURISM
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt1NO REVIEW WAS OR WILL BE CONDUCTED.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt2NO DOCUMENTS AVAILABLE TO THE PUBLIC
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc0FORM 990, PAGE 2, PART III, LINE 4D
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc1FORM 990, PAGE 6, PART VI, LINE 11B
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc2FORM 990, PAGE 6, PART VI, LINE 19
IRS990/SchoolOperatingInd0false
IRS990/SignificantChangeInd0false
IRS990/SignificantNewProgramSrvcInd0false
IRS990/SubjectToProxyTaxInd0false
IRS990/TaxablePartyNotificationInd0false
IRS990/TaxExemptBondsInd0false
IRS990/TempOrPermanentEndowmentsInd0false
IRS990/TerminateOperationsInd0false
IRS990/TotalAssetsBOYAmt051243
IRS990/TotalAssetsEOYAmt052703
IRS990/TotalAssetsGrp/BOYAmt051243
IRS990/TotalAssetsGrp/EOYAmt052703
IRS990/TotalCompGreaterThan150KInd0false
IRS990/TotalContributionsAmt040258
IRS990/TotalEmployeeCnt00
IRS990/TotalFunctionalExpensesGrp/FundraisingAmt00
IRS990/TotalFunctionalExpensesGrp/ManagementAndGeneralAmt00
IRS990/TotalFunctionalExpensesGrp/ProgramServicesAmt00
IRS990/TotalFunctionalExpensesGrp/TotalAmt038798
IRS990/TotalGrossUBIAmt00
IRS990/TotalLiabilitiesEOYAmt00
IRS990/TotalLiabilitiesGrp/BOYAmt00
IRS990/TotalLiabilitiesGrp/EOYAmt00
IRS990/TotalNetAssetsFundBalanceGrp/BOYAmt051243
IRS990/TotalNetAssetsFundBalanceGrp/EOYAmt052703
IRS990/TotalRevenueGrp/TotalRevenueColumnAmt040258
IRS990/TotLiabNetAssetsFundBalanceGrp/BOYAmt051243
IRS990/TotLiabNetAssetsFundBalanceGrp/EOYAmt052703
IRS990/TypeOfOrganizationCorpInd0X
IRS990/UnrelatedBusIncmOverLimitInd0false
IRS990/UnrestrictedNetAssetsGrp/BOYAmt051243
IRS990/UnrestrictedNetAssetsGrp/EOYAmt052703
IRS990/USAddress/AddressLine1Txt0PO BOX 866
IRS990/USAddress/CityNm0PEMBROKE
IRS990/USAddress/StateAbbreviationCd0NC
IRS990/USAddress/ZIPCd028372
IRS990/VotingMembersGoverningBodyCnt02
IRS990/VotingMembersIndependentCnt02
IRS990/WhistleblowerPolicyInd0false
ReturnHeader/BuildTS02018-03-14 21:41:22Z
ReturnHeader/BusinessOfficerGrp/DiscussWithPaidPreparerInd0true
ReturnHeader/BusinessOfficerGrp/PersonNm0JAMES CHAVIS
ReturnHeader/BusinessOfficerGrp/PersonTitleTxt0DIRECTOR/BOARD CHAIR
ReturnHeader/BusinessOfficerGrp/PhoneNum09105219758
ReturnHeader/BusinessOfficerGrp/SignatureDt02017-10-04
ReturnHeader/Filer/BusinessName/BusinessNameLine1Txt0PEMBROKE TOURISM DEVELOPMENT
ReturnHeader/Filer/BusinessName/BusinessNameLine2Txt0AUTHORITY
ReturnHeader/Filer/BusinessNameControlTxt0PEMB
ReturnHeader/Filer/EIN0453631269
ReturnHeader/Filer/PhoneNum09105219758
ReturnHeader/Filer/USAddress/AddressLine1Txt0P O BOX 866
ReturnHeader/Filer/USAddress/CityNm0PEMBROKE
ReturnHeader/Filer/USAddress/StateAbbreviationCd0NC
ReturnHeader/Filer/USAddress/ZIPCd028372
ReturnHeader/FilingSecurityInformation/AtSubmissionCreationDeviceId02AF561AED5CF417DF4A8F4480DC7452C8E7912DA
ReturnHeader/FilingSecurityInformation/AtSubmissionFilingDeviceId0C9EA127B1123C2B9B9F7603DADE3E0DDF46E87D1
ReturnHeader/PreparerFirmGrp/PreparerFirmEIN0560731535
ReturnHeader/PreparerFirmGrp/PreparerFirmName/BusinessNameLine1Txt0S PRESTON DOUGLAS & ASSOCIATES LLP
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/AddressLine1Txt0PO BOX 2339
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/CityNm0LUMBERTON
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/StateAbbreviationCd0NC
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/ZIPCd0283592339
ReturnHeader/PreparerPersonGrp/PhoneNum09107397523
ReturnHeader/PreparerPersonGrp/PreparationDt02017-10-18
ReturnHeader/PreparerPersonGrp/PreparerPersonNm0JOHN D MASTERS
ReturnHeader/ReturnTs02017-11-03T14:55:50-04:00
ReturnHeader/ReturnTypeCd0990
ReturnHeader/TaxPeriodBeginDt02016-07-01
ReturnHeader/TaxPeriodEndDt02017-06-30
ReturnHeader/TaxYr02016

Document Assets

No mirrored PDF or thumbnail assets are attached yet.

Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2025Facts available. Structured filing facts are available, but richer extracted sections are limited.$2.41$0.00$2.41$1.23$0.71$0.52
2024Summary only. Only limited summary data is available for this year.$1.89$0.00$1.89$1.11$0.56$0.54
2023Summary only. Only limited summary data is available for this year.$1.34$0.00$1.34$0.93$0.49$0.44
2022Facts available. Structured filing facts are available, but richer extracted sections are limited.$0.90$0.00$0.90$0.86$0.39$0.47
2021XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$0.43$0.00$0.43$0.36$0.31$0.05
2020XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$0.39$0.00$0.39$0.32$0.31$0.00
2019XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$0.38$0.00$0.38$0.47$0.48$0.01
2018XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$0.39$0.00$0.39$0.36$0.50$0.14
2017Detailed filing. Detailed filing data is available for this year.$0.53$0.00$0.53$0.40$0.39$0.01
2016Detailed filing. Detailed filing data is available for this year.$0.51$0.00$0.51$0.31$0.29$0.02
2015Detailed filing. Detailed filing data is available for this year.$0.49$0.00$0.49$0.27$0.22$0.05
2014Detailed filing. Detailed filing data is available for this year.$0.44$0.00$0.44$0.29$0.27$0.02
2013Facts available. Structured filing facts are available, but richer extracted sections are limited.$0.42$0.00$0.42$0.17
Peer Organizations

Similar nonprofits based on the same Siviq industry and scale cohort. 2017 filings • 501(c)6 • <$500k nonprofits