Civic Intelligence

Orlandoorange County Convention and Visitors Bureau Inc

EIN 59-2395248 • 501(c)6 • Orlando, FL

Profile

The mission of visit orlando, as the industry's leader, is to brand, market and sell the area globally as a premier leisure, convention and business destination for the continual economic benefit of the community.

6277 SEA HARBOR DR Suite 400Orlando, FL 32821

www.visitorlando.com/cvb

Siviq Scores

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

Liabilities / Assets

54th percentile

0.36x

Higher debt load relative to assets than 54% of similar nonprofits.

501(c)6 • $100M-$250M nonprofits • Source year 2024

Liabilities / Revenue

19th percentile

0.16x

Higher debt load relative to revenue than 19% of similar nonprofits.

501(c)6 • $100M-$250M nonprofits • Source year 2024

Net Margin

20th percentile

-9.7%

Higher net margin than 20% of similar nonprofits.

501(c)6 • $100M-$250M nonprofits • Source year 2024

Top Officer Pay

42nd percentile

$693,170

Higher top officer pay than 42% of similar nonprofits.

Top officer pay equals 0.6% of source-year revenue.

501(c)6 • $100M-$250M nonprofits • Source year 2024

Asset Growth

1st percentile

-24%

Faster asset growth than 1% of similar nonprofits.

501(c)6 • $100M-$250M nonprofits • Annualized from 2023 to 2024

Revenue Growth

19th percentile

-0.6%

Faster revenue growth than 19% of similar nonprofits.

501(c)6 • $100M-$250M nonprofits • Annualized from 2023 to 2024

Assets

Down

$51,505,629

Down $16,078,038 (-24%) from 2023

Liabilities

Down

$18,288,427

Down $5,098,515 (-22%) from 2023

Net Assets

Down

$33,217,202

Down $10,979,523 (-25%) from 2023

Revenue

Down

$113,682,039

Down $716,508 (-0.6%) from 2023

Expenses

Up

$124,661,562

Up $3,338,543 (+2.8%) from 2023

Net Income

Down

-$10,979,523

Down $4,055,051 (-59%) from 2023

Trend Graphs

Balance Sheet Trend

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

$80M$60M$40M$20M$0Assets 2010: $14,745,170Liabilities 2010: $4,397,577Net Assets 2010: $10,347,5932010Assets 2011: $20,360,347Liabilities 2011: $5,857,404Net Assets 2011: $14,502,9432011Assets 2012: $19,306,171Liabilities 2012: $5,748,977Net Assets 2012: $13,557,1942012Assets 2013: $24,754,549Liabilities 2013: $8,733,984Net Assets 2013: $16,020,5652013Assets 2014: $27,477,079Liabilities 2014: $10,573,173Net Assets 2014: $16,903,9062014Assets 2015: $28,732,930Liabilities 2015: $12,132,043Net Assets 2015: $16,600,8872015Assets 2016: $28,120,740Liabilities 2016: $11,920,984Net Assets 2016: $16,199,7562016Assets 2017: $35,806,377Liabilities 2017: $18,334,903Net Assets 2017: $17,471,4742017Assets 2018: $38,757,230Liabilities 2018: $20,422,832Net Assets 2018: $18,334,3982018Assets 2019: $39,640,053Liabilities 2019: $21,322,589Net Assets 2019: $18,317,4642019Assets 2020: $26,425,133Liabilities 2020: $10,254,622Net Assets 2020: $16,170,5112020Assets 2021: $46,615,114Liabilities 2021: $18,002,525Net Assets 2021: $28,612,5892021Assets 2022: $76,012,525Liabilities 2022: $24,891,328Net Assets 2022: $51,121,1972022Assets 2023: $67,583,667Liabilities 2023: $23,386,942Net Assets 2023: $44,196,7252023Assets 2024: $51,505,629Liabilities 2024: $18,288,427Net Assets 2024: $33,217,2022024

Highlighted filing

2024

Assets$51,505,629
Liabilities$18,288,427
Net Assets$33,217,202

Operations Trend

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

$150M$100M$50M$0-$50MExpenses 2010: $40,855,3952010Expenses 2011: $42,702,0402011Expenses 2012: $48,393,9262012Revenue 2013: $52,197,328Expenses 2013: $49,824,234Net Income 2013: $2,373,0942013Revenue 2014: $59,655,090Expenses 2014: $58,679,231Net Income 2014: $975,8592014Revenue 2015: $63,421,762Expenses 2015: $63,494,393Net Income 2015: -$72,6312015Revenue 2016: $65,596,688Expenses 2016: $65,967,663Net Income 2016: -$370,9752016Revenue 2017: $67,557,532Expenses 2017: $66,514,685Net Income 2017: $1,042,8472017Revenue 2018: $73,817,903Expenses 2018: $72,817,622Net Income 2018: $1,000,2812018Revenue 2019: $80,519,755Expenses 2019: $80,935,526Net Income 2019: -$415,7712019Revenue 2020: $34,744,221Expenses 2020: $35,910,856Net Income 2020: -$1,166,6352020Revenue 2021: $65,101,599Expenses 2021: $52,659,521Net Income 2021: $12,442,0782021Revenue 2022: $109,744,276Expenses 2022: $87,260,668Net Income 2022: $22,483,6082022Revenue 2023: $114,398,547Expenses 2023: $121,323,019Net Income 2023: -$6,924,4722023Revenue 2024: $113,682,039Expenses 2024: $124,661,562Net Income 2024: -$10,979,5232024

Highlighted filing

2024

Revenue$113,682,039
Expenses$124,661,562
Net Income-$10,979,523

Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Detailed filing. Detailed filing data is available for this year.$51.5$18.3$33.2$114$125$11.0
2023Detailed filing. Detailed filing data is available for this year.$67.6$23.4$44.2$114$121$6.92
2022Facts available. Structured filing facts are available, but richer extracted sections are limited.$76.0$24.9$51.1$110$87.3$22.5
2021Detailed filing. Detailed filing data is available for this year.$46.6$18.0$28.6$65.1$52.7$12.4
2020Detailed filing. Detailed filing data is available for this year.$26.4$10.3$16.2$34.7$35.9$1.17
2019Detailed filing. Detailed filing data is available for this year.$39.6$21.3$18.3$80.5$80.9$0.42
2018Detailed filing. Detailed filing data is available for this year.$38.8$20.4$18.3$73.8$72.8$1.00
2017Detailed filing. Detailed filing data is available for this year.$35.8$18.3$17.5$67.6$66.5$1.04
2016Detailed filing. Detailed filing data is available for this year.$28.1$11.9$16.2$65.6$66.0$0.37
2015Detailed filing. Detailed filing data is available for this year.$28.7$12.1$16.6$63.4$63.5$0.07
2014Detailed filing. Detailed filing data is available for this year.$27.5$10.6$16.9$59.7$58.7$0.98
2013Detailed filing. Detailed filing data is available for this year.$24.8$8.73$16.0$52.2$49.8$2.37
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$19.3$5.75$13.6$48.4
2011Facts available. Structured filing facts are available, but richer extracted sections are limited.$20.4$5.86$14.5$42.7
2010Facts available. Structured filing facts are available, but richer extracted sections are limited.$14.7$4.40$10.3$40.9
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
Nov 15, 2025
Return Version
2024v5.2
Gross Receipts
$113,682,297
Mission and Program Overview

Mission

The mission of visit orlando, as the industry's leader, is to brand, market and sell the area globally as a premier leisure, convention and business destination to generate positive economic impact.

To brand, market and sell the area globally as a premier leisure, convention and business destination for the continual economic benefit of the community.

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$39,107,375$27,283,408▼ $11,823,967
Accounts Receivable$18,368,620$18,338,657▼ $29,963
Savings and Temporary Cash Investments$4,809,501$2,575,908▼ $2,233,593
Prepaid Expenses and Deferred Charges$1,312,096$1,473,959▲ $161,863
Land, Buildings, and Equipment, Net$1,138,681$961,434▼ $177,247
Other Notes and Loans Receivable, Net$0$0→ $0
Pledges and Grants Receivable$0$0→ $0
Receivable From Disqualified Prsn$0$0→ $0
Receivables From Officers Etc$0$0→ $0
Investments Other Securities$0$0→ $0
Investments Program Related$0$0→ $0
Investments in Publicly Traded Securities$0$0→ $0
Intangible Assets$0$0→ $0
Inventories for Sale or Use$0$0→ $0
Loans From Officers Directors$0$0→ $0
Total Assets$67,583,667$51,505,629▼ $16,078,038
Other Assets Total$2,847,394$872,263▼ $1,975,131
Liabilities
Accounts Payable and Accrued Expenses$13,590,431$14,720,465▲ $1,130,034
Deferred Revenue$1,899,865$2,695,699▲ $795,834
Other Liabilities$7,896,646$872,263▼ $7,024,383
Grants Payable$0$0→ $0
Mortgage Notes Payable Secured by Investment Property$0$0→ $0
Unsecured Notes Loans Payable$0$0→ $0
Escrow Account Liability$0$0→ $0
Tax Exempt Bond Liabilities$0$0→ $0
Total Liabilities$23,386,942$18,288,427▼ $5,098,515
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$44,196,725$33,217,202▼ $10,979,523
Net Assets With Donor Restrictions$0$0→ $0
Total Net Assets Fund Balance$44,196,725$33,217,202▼ $10,979,523
Total Liabilities and Net Assets / Fund Balance$67,583,667$51,505,629▼ $16,078,038

Asset Categories

AssetBook ValueDepreciationBasis
Equipment$369,637$3,367,175$3,736,812
Leasehold Improvements$47,455$2,637,869$2,685,324
Other Land Buildings$544,342$1,567,398$2,111,740
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Casandra MatejPresident & CEOFT$468,468$224,702$693,170
Danielle S HollanderCMOFT$289,661$110,243$399,904
KRISTEN E DarbySR VP Member Relations & SuppoFT$222,953$85,523$308,476
Keith M SwiderSR VP of Finance & Business AfFT$211,840$75,097$286,937
Stan RubinsSr Corporate CounselFT$206,259$75,678$281,937
Stephanie G NaegeleVP of Sales & ServiceFT$220,674$57,030$277,704
Kathy BrownVP of MarketingFT$216,641$52,279$268,920
KAREN J SotoVP of HRFT$198,145$65,911$264,056
Elaine BlazysVP of Travel Industry SalesFT$190,957$57,430$248,387
Mario J BassCOO (Term 6/24)FT$150,280$89,072$239,352
Denise SpiegelVP of CommunicationsFT$189,779$41,990$231,769
Michael D WatermanChief Sales Officer (Term 4/24FT$107,942$80,589$188,531
Lisa MessinaChief Sales Officer (From 8/24FT$160,173$14,800$174,973

Board Members and Trustees

NameTitle
Barb BowdenChair
Charlie FreemanChair Elect
Brian ComesPast Chair
Terry PratherPast Chair
Anne-Marie HaywardAt-Large Director
Dan GiordanoAt-Large Director
Erick HawkinsAt-Large Director
Paul S Mears IIIAt-large Director
Trina GregoryAt-Large Director
Bob MilesElected Director
Brad GilmourElected Director
Chris JaskiewiczElected Director
Chris MuellerElected Director
Claudia MenezesElected Director
David BuckalewElected Director
David LutzElected Director
Jarrod DillonElected Director
Jennifer EvinsElected Director
John de ArmasElected Director
Marc ReicherElected Director
Sean VerneyElected Director
Steven JamiesonElected Director
Brooke R BonnettEx-officio Director
Diana M FontEx-officio Director
Evelyn CardenasEx-officio Director
Gerald HectorEx-officio Director
Javier MorenoEx-officio Director
Karen IrwinEx-officio Director
Kevin ThibaultEx-officio Director
Mark TesterEx-officio Director
Robert AgrusaEx-officio Director
Roseann HarringtonEx-officio Director
Tim GiulianiEx-officio Director
William T Dymond JrGeneral Counsel
Atish ShahTreasurer/Secretary (At-Large

Highest Paid Contractors

ContractorServicesLocationCompensation
ICON International IncMedia/Agency/Marketone East Weaver Street, Greenwich, CT 06831$43,183,641
Brand USA dba Corp for Travel ProAdvertising1725 Eye Street NW 8th Floor, Washington, DC 20006$13,402,995
Google IncAdvertisingPO Box 39000, San Francisco, CA 94139$5,770,559
Razorfish LLCMedia/Agency/Marketi375 Hudson St, New York, NY 10014$5,645,331
Meta Platforms IncAdvertising1601 Willow Road, Menlo Park, CA 94025$3,891,689
Revenue and Support

Revenue Composition

Contributions and Grants
$104,384,475
Program Service Revenue
$7,867,652
Investment Income
$1,246,554
Other Revenue
$183,358
Change in Net Assets
$-10,979,523

Audited Revenue Reconciliation

Revenue per Audited Statements
$113,682,039
Revenue Not Reported on Form 990
$258
Total Revenue per Audited Statements
$113,682,297
Total Revenue per Form 990
$113,682,039
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$102,453,177
Salaries, Compensation, and Employee Benefits$22,208,385
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising---$81,604,955
Other Salaries and Wages---$15,478,660
Conferences and Meetings---$7,223,061
Fees for Services Other---$2,793,098
Current Officers, Directors, Trustees, and Key Employees---$2,573,281
Information Technology---$2,568,432
Other Employee Benefits---$1,699,070
Travel---$1,471,506
Occupancy---$1,270,444
Payroll Taxes---$1,267,334
Pension Plan Contributions---$1,190,040
Depreciation Depletion---$510,498
Office Expenses---$259,532
Fees for Services Legal---$157,743
All Other Expenses---$130,273
Insurance---$129,001
Other Expenses---$125,408
Total Functional Expenses$0$0$0$124,661,562

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Audited Statements$124,661,820
Expenses per Audited Statements$124,661,562
Total Expenses per Form 990$124,661,562
Expenses Not Reported on Form 990$258
International Activity

International Summary

Spending
$4,062,861

International Compliance

Activity in boycott countries
No
Foreign corporation ownership
No
Foreign partnership interest
No
Interest in foreign trust
No
Passive foreign investment company interest
No
Transfers to foreign corporations
No

International Activities

RegionActivityServicesOfficesEmployeesSpending
Europe (Including Iceland and Greenland)Program ServicesAdvertising--$1,005,985
Europe (Including Iceland and Greenland)Program ServicesEvents-Tradeshow--$677,610
South AmericaProgram ServicesBooth--$549,268
South AmericaProgram ServicesEvents-Tradeshow--$422,777
South AmericaProgram ServicesPR Services--$292,146
Europe (Including Iceland and Greenland)Program ServicesBooth--$198,922
South AmericaProgram ServicesAdvertising--$187,551
North AmericaProgram ServicesContract Services--$183,685
North AmericaProgram ServicesAdvertising--$139,561
North AmericaProgram ServicesTraining Facilitator--$91,716
Europe (Including Iceland and Greenland)Program ServicesRetainer--$85,400
North AmericaProgram ServicesEvents-Tradeshow--$49,238
South AmericaProgram ServicesOTA promotion--$46,259
North AmericaProgram ServicesLicense Fee--$33,000
Europe (Including Iceland and Greenland)Program ServicesSoftware subscription--$24,479
Europe (Including Iceland and Greenland)Program ServicesTraining Facilitator--$17,639
North AmericaProgram ServicesResearch--$11,908
South AsiaProgram ServicesEvents-Tradeshow--$10,485
Europe (Including Iceland and Greenland)Program ServicesOTA Promotion--$9,857
Europe (Including Iceland and Greenland)Program ServicesFam--$7,021
North AmericaProgram ServicesOTA promotion--$5,683
Europe (Including Iceland and Greenland)Program ServicesLicense Fee--$5,106
Europe (Including Iceland and Greenland)Program ServicesPR Services--$3,687
South AsiaProgram ServicesAdvertising--$3,000
Europe (Including Iceland and Greenland)Program ServicesDues--$878
Fundraising, Events, and Gaming
Fundraising activities
No
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Fundraising Direct Expenses$0
Fundraising Gross Income$0
Gaming Direct Expenses$0
Gaming Gross Income$0
Professional Fundraising Fees$0
Political and Lobbying Activity
Political campaign activity
No
In-house lobbying only
No
Subject to proxy tax
Yes

Reported Spending and Taxes

Line ItemAmount
Total Nondeductible Lobbying and Political Cost$63,375
Current Year Nondeductible Lobbying and Political Cost$38,142
Insider Transactions and Loans

Loans and Receivables

Line ItemBeginningEndChange
Loans from Officers, Directors, Trustees, and Key Employees$0$0→ $0
Receivables from Disqualified Persons$0$0→ $0
Receivables from Officers, Directors, Trustees, and Key Employees$0$0→ $0
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Lease Liability$872,263
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
No
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, SECTION A, LINE 6:

The orlando/orange county convention & visitors bureau, inc. (visit orlando) is a non-profit, membership based organization. Members of visit orlando elect the board of directors.

FORM 990, PART VI, SECTION A, LINE 7A:

Visit orlando is a non-profit, membership based organization. Members of visit orlando elect the board of directors.

FORM 990, PART VI, SECTION B, LINE 11B:

Form 990 is reviewed and approved by the board of directors, and audit and oversight committee. The return is then made public on the organization's website.

FORM 990, PART VI, SECTION B, LINE 12C:

Visit orlando distributes a conflicts of interest policy, along with other similar policies, to board members annually. Board members are expected to, and regularly do, recuse themselves from voting on issues that could potentially be a conflict. A conflict of interest policy is communicated to all employees at time of hire by a representative of the human resources department and is included in the employee handbook. The employees are instructed that if at any time during their employment they have a question regarding this policy or if they have a question regarding if something would be considered a conflict of interest they are to address this with the vice president of their area or with someone from human resources.

FORM 990, PART VI, SECTION B, LINES 15 A & B:

Compensation for the president and ceo was set by the executive committee. Ongoing compensation analysis is performed by the board's executive compensation committee utilizing surveys from several third party external resources. The compensation of the other key executives is determined by the president and ceo and the vice president of human resources who utilize several industry salary surveys and information from independent third party compensation professionals. Compensation information is also reviewed annually by the board's audit & oversight committee.

FORM 990, PART VI, SECTION C, LINE 19:

Visit orlando makes its governing documents available to our members, local county government and to the public upon request. We make our conflict of interest policy available to our board of directors and our employees. We distribute our financial statements and post them to our website for access to the public.

Filing and Contact Details

Filer

Filer Name
Orlandoorange County Convention
EIN
59-2395248
In Care Of
% KEITH SWIDER
Phone
4073635800
Address
6277 SEA HARBOR DR Suite 400, ORLANDO, FL 32821
Doing Business As
Visit Orlando

Signing Officer

Name
Keith Swider
Title
Senior VP Finance
Phone
4073635800
Signed
2025-11-15
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Casandra Matej
Formed
1983
Legal Domicile
Fl
Voting Board Members
33
Independent Board Members
32
Employees
197
Volunteers
32

Preparer

Firm
Withumsmithbrownpc
Address
200 S ORANGE AVESTE 1200, ORLANDO, FL 32801-3400
Preparer
Lena Combs CPA
Phone
4078491569
Supplemental Narrative

Financial Statement Notes

Form 990, Sch D, Part X, Line 2:

Visit Orlando has been granted recognition as a tax-exempt entity under Section 501(c)(6) of the Internal Revenue Code ("IRC") and from the state income taxes under similar provisions in the Florida Income Tax Code. Accordingly, no provision for federal and state income taxes is reflected in the accompanying financial statements. However, Visit Orlando is subject to income taxes on net revenues earned from advertising, ticket sales, and other unrelated business income. The Organization uses the asset and liability method of accounting for income taxes as required by FASB ASC 740, Income Taxes. Under this statement, the Organization has estimated gross deferred tax assets of approximately $1,407,000 and $1,383,000 at December 31, 2024 and 2023, respectively, which result from unused income tax net operating loss carryforwards. At December 31, 2024, the 20-year and indefinite life income tax net operating loss carryforwards totaled approximately $2,216,000 and $4,483,000, respectively. At December 31, 2023, the 20-year and indefinite life income tax net operating loss carryforwards totaled approximately $2,216,000 and $4,370,000, respectively. The 20-year net operating loss carryforwards expire at various times between 2025 and 2035. However, due to uncertainty regarding the Organization's ability to utilize the carryforwards, a valuation allowance has been recorded in the full amount of the estimated deferred tax assets as of December 31, 2024 and 2023. Therefore, there was no net deferred income tax benefit recognized by the Organization for the years ended December 31, 2024 and 2023. The unused net operating losses are available to offset future taxable income of the Organization. In accordance with Financial Accounting Standards Board "FASB") Accounting Standards Codification ("ASC") Topic 740, Income Taxes (Topic 740), all entities are required to evaluate and disclose income tax risks. Topic 740 clarifies the accounting for uncertainty in tax positions and prescribes guidance related to the financial statement recognition and measurement of a tax position taken or expected to be taken in a tax return. The tax benefit from an uncertain tax position is only recognized in the statements of financial position if the tax position is more likely than not to be sustained upon an examination, based on the technical merits of the position. Interest and penalties, if any, are included in expenses in the statements of activities and changes in net assets. As of December 31, 2024 and 2023, the Organization had no uncertain tax positions that qualify for recognition or disclosure in the financial statements. The Organization's income tax returns are subject to review and examination by federal authorities. The Organization is not aware of any activities that would jeopardize its tax-exempt status. The Organization is not aware of any activities that are subject to tax on unrelated business income, excise, or other taxes. Further, there are no income tax related penalties included in the financial statements.

Form 990, Sch D, Part XI and XII, line 2D:

Loss on disposal of assets: $258

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