Civic Intelligence

California Travel and Tourism Commission

EIN 68-0408095 • 501(c)6 • Sacramento, CA

Profile

Visit california is a non-profit organization with a mission to develop and maintain marketing programs - in partnership with the state's travel industry - that keep california top-of-mind as a premier travel destination in the country.

555 Capitol Mall 1100Sacramento, CA 95814

www.visitcalifornia.com

Siviq Scores

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

Liabilities / Assets

73rd percentile

0.49x

Higher debt load relative to assets than 73% of similar nonprofits.

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

Liabilities / Revenue

27th percentile

0.32x

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

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

Net Margin

14th percentile

-13%

Higher net margin than 14% of similar nonprofits.

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

Top Officer Pay

82nd percentile

$2,217,907

Higher top officer pay than 82% of similar nonprofits.

Top officer pay equals 1.4% of source-year revenue.

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

Asset Growth

1st percentile

-25%

Faster asset growth than 1% of similar nonprofits.

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

Revenue Growth

49th percentile

9.8%

Faster revenue growth than 49% of similar nonprofits.

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

Assets

Down

$103,562,622

Down $35,174,735 (-25%) from 2023

Liabilities

Down

$50,769,438

Down $16,284,928 (-24%) from 2023

Net Assets

Down

$52,793,184

Down $18,889,807 (-26%) from 2023

Revenue

Up

$159,679,539

Up $14,204,072 (+9.8%) from 2023

Expenses

Up

$180,152,127

Up $30,747,870 (+21%) from 2023

Net Income

Down

-$20,472,588

Down $16,543,798 (-421%) from 2023

Trend Graphs

Balance Sheet Trend

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

$150M$100M$50M$0Assets 2010: $17,044,501Liabilities 2010: $3,638,937Net Assets 2010: $13,405,5642010Assets 2011: $24,420,591Liabilities 2011: $6,184,254Net Assets 2011: $18,236,3372011Assets 2012: $29,388,711Liabilities 2012: $7,332,827Net Assets 2012: $22,055,8842012Assets 2013: $34,607,686Liabilities 2013: $6,637,736Net Assets 2013: $27,969,9502013Assets 2014: $40,000,920Liabilities 2014: $19,102,736Net Assets 2014: $20,898,1842014Assets 2015: $43,990,523Liabilities 2015: $22,149,729Net Assets 2015: $21,840,7942015Assets 2016: $40,814,151Liabilities 2016: $23,275,772Net Assets 2016: $17,538,3792016Assets 2017: $28,920,194Liabilities 2017: $13,247,979Net Assets 2017: $15,672,2152017Assets 2018: $39,295,300Liabilities 2018: $17,434,706Net Assets 2018: $21,860,5942018Assets 2019: $41,486,237Liabilities 2019: $21,977,252Net Assets 2019: $19,508,9852019Assets 2020: $65,012,531Liabilities 2020: $20,071,828Net Assets 2020: $44,940,7032020Assets 2021: $86,955,324Liabilities 2021: $28,995,314Net Assets 2021: $57,960,0102021Assets 2022: $109,573,565Liabilities 2022: $34,067,774Net Assets 2022: $75,505,7912022Assets 2023: $138,737,357Liabilities 2023: $67,054,366Net Assets 2023: $71,682,9912023Assets 2024: $103,562,622Liabilities 2024: $50,769,438Net Assets 2024: $52,793,1842024

Highlighted filing

2024

Assets$103,562,622
Liabilities$50,769,438
Net Assets$52,793,184

Operations Trend

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

$200M$100M$0-$100MExpenses 2010: $51,419,4322010Expenses 2011: $57,129,0992011Expenses 2012: $57,878,4402012Expenses 2013: $51,494,7872013Revenue 2014: $61,492,778Expenses 2014: $68,564,544Net Income 2014: -$7,071,7662014Revenue 2015: $64,830,221Expenses 2015: $63,887,611Net Income 2015: $942,6102015Revenue 2016: $109,365,442Expenses 2016: $113,647,337Net Income 2016: -$4,281,8952016Revenue 2017: $112,543,543Expenses 2017: $114,401,021Net Income 2017: -$1,857,4782017Revenue 2018: $116,841,496Expenses 2018: $110,653,117Net Income 2018: $6,188,3792018Revenue 2019: $124,104,804Expenses 2019: $126,456,413Net Income 2019: -$2,351,6092019Revenue 2020: $107,578,959Expenses 2020: $82,152,055Net Income 2020: $25,426,9042020Revenue 2021: $75,852,594Expenses 2021: $62,876,213Net Income 2021: $12,976,3812021Revenue 2022: $182,972,786Expenses 2022: $165,363,971Net Income 2022: $17,608,8152022Revenue 2023: $145,475,467Expenses 2023: $149,404,257Net Income 2023: -$3,928,7902023Revenue 2024: $159,679,539Expenses 2024: $180,152,127Net Income 2024: -$20,472,5882024

Highlighted filing

2024

Revenue$159,679,539
Expenses$180,152,127
Net Income-$20,472,588

Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$104$50.8$52.8$160$180$20.5
2023XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$139$67.1$71.7$145$149$3.93
2022Facts available. Structured filing facts are available, but richer extracted sections are limited.$110$34.1$75.5$183$165$17.6
2021XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$87.0$29.0$58.0$75.9$62.9$13.0
2020XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$65.0$20.1$44.9$108$82.2$25.4
2019XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$41.5$22.0$19.5$124$126$2.35
2018XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$39.3$17.4$21.9$117$111$6.19
2017Facts available. Structured filing facts are available, but richer extracted sections are limited.$28.9$13.2$15.7$113$114$1.86
2016XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$40.8$23.3$17.5$109$114$4.28
2015Detailed filing. Detailed filing data is available for this year.$44.0$22.1$21.8$64.8$63.9$0.94
2014Detailed filing. Detailed filing data is available for this year.$40.0$19.1$20.9$61.5$68.6$7.07
2013Facts available. Structured filing facts are available, but richer extracted sections are limited.$34.6$6.64$28.0$51.5
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$29.4$7.33$22.1$57.9
2011Facts available. Structured filing facts are available, but richer extracted sections are limited.$24.4$6.18$18.2$57.1
2010Facts available. Structured filing facts are available, but richer extracted sections are limited.$17.0$3.64$13.4$51.4
Latest Detailed Filing

The latest 2024 filing currently has linked XML that has not been fully parsed yet. Showing the latest detailed filing from 2022 below.

Jump To
Filing Snapshot
Filing Period
Jul 1, 2021 to Jun 30, 2022
Signed
May 11, 2023
Return Version
2021v4.2
Gross Receipts
$182,972,786
Mission and Program Overview

Mission

Visit california is a non-profit organization with a mission to develop and maintain marketing programs - in partnership with the state's travel industry - that keep california top-of-mind as a premier travel destination in the country.

Keep california top-of-mind as a premier travel destination.

Balance Sheet Detail
LineBeginningEndChange
Assets
Savings and Temporary Cash Investments$56,792,309$57,984,625▲ $1,192,316
Investments in Publicly Traded Securities$13,329,428$23,749,669▲ $10,420,241
Accounts Receivable$9,150,780$13,490,763▲ $4,339,983
Land, Buildings, and Equipment, Net$6,625,187$4,446,885▼ $2,178,302
Prepaid Expenses and Deferred Charges$812,963$1,002,472▲ $189,509
Total Assets$86,955,324$109,573,565▲ $22,618,241
Other Assets Total$244,657$8,899,151▲ $8,654,494
Liabilities
Accounts Payable and Accrued Expenses$24,669,353$13,832,435▼ $10,836,918
Deferred Revenue$3,363,461$11,721,536▲ $8,358,075
Other Liabilities$0$8,513,803▲ $8,513,803
Unsecured Notes Loans Payable$962,500$0▼ $962,500
Total Liabilities$28,995,314$34,067,774▲ $5,072,460
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$57,960,010$75,505,791▲ $17,545,781
Total Net Assets Fund Balance$57,960,010$75,505,791▲ $17,545,781
Total Liabilities and Net Assets / Fund Balance$86,955,324$109,573,565▲ $22,618,241

Asset Categories

AssetBook ValueDepreciationBasis
Other Land Buildings$2,928,861$10,829,767$13,758,628
Leasehold Improvements$1,466,408$1,596,817$3,063,225
Equipment$51,616$725,668$777,284
Other Assets Org$39,308--
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Caroline Beteta-whitneyPresident and CEOFT$1,103,456$458,685$1,562,141
Matthew Sabbatini-dilegameChief Operating OfficerFT$564,282$192,941$757,223
Lynn CarpenterVice President of MarketingFT$400,946$211,247$612,193
Ryan BeckerVice President of CommunicationsFT$311,062$137,864$448,926
Scott PlamondonLegal CounselFT$318,075$60,440$378,515
Leona ReedAssociate VP of Global MarketingFT$297,087$80,547$377,634
Jennifer MonteroDirector of International MarketingFT$151,523$24,183$175,706
Terry MintonDirector of Information TechnologyFT$135,754$30,469$166,223
Heather HuckebaDirector of Research & Strategic InsightsFT$143,829$20,496$164,325

Board Members and Trustees

NameTitle
Gene ZangerChair
Karen IrwinVice Chair of Marketing (thru 02/22)
Dan GordonVice Chair of Operations
JOE D'ALESSANDRO - CFOTREAS(thru 02/22), Vc Mktg (as of 02/22)
Benjamin WebsterCommissioner
Bobbie Singh-allenCommissioner
Carla MurrayCommissioner
Dee Dee MyersCommissioner
Gary BuffoCommissioner
Jason ClarkeCommissioner
Jeff EisenbarthCommissioner
Jim BurbaCommissioner
John KelliherCommissioner
John SheperdsonCommissioner
Julie CokerCommissioner
Ken PotrockCommissioner
Kevin BassCommissioner
Kevin FatCommissioner
Kurt StocksCommissioner
Michael DunneCommissioner
Paul TormeyCommissioner
Peter ClarkeCommissioner
Reed KandalaftCommissioner
Robert GleasonCommissioner
Scott WhiteCommissioner
Terry MacraeCommissioner
Tom KleinCommissioner
William LoughranCommissioner
Peter HumigCommissioner (as of 02/22)
Ripton MelhadoCommissioner (as of 02/22)
Scott StroblCommissioner (as of 02/22)
Shuaib BulhanCommissioner (as of 02/22)
Ron CohenCommissioner (as of 10/21)
Dan HarveyCommissioner (thru 02/22)
Jordan MeisnerCommissioner (thru 02/22)
James BerminghamCommissioner (thru 07/21)
Pete SonntagCommissioner (thru 07/21)
Sima Patel - Chief FiscalOfficer/treasurer (as of 02/22)

Highest Paid Contractors

ContractorServicesLocationCompensation
The Shipyard LLCAdvertising580 N 4TH ST STE 500, Columbus, OH 43215, Ca$32,586,072
Mering HoldingsAdvertising1700 I ST 2ND FL, Sacramento, CA 95811$11,494,697
Havas Media International CorporationAdvertising5201 BLUE LAGOON DR STE 790, Miami, FL 33126$9,949,141
Meredith CorporationAdvertising1716 LOCUST ST, Des Moines, IA 50309$6,494,672
Appnovation Technologies LtdIt Services-$1,468,349
Revenue and Support

Revenue Composition

Contributions and Grants
$95,974,291
Program Service Revenue
$86,774,939
Investment Income
$223,206
Other Revenue
$350
Change in Net Assets
$17,608,815

Audited Revenue Reconciliation

Revenue per Audited Statements
$182,968,626
Revenue Not Reported on Financial Statements
$4,160
Revenue Not Reported on Form 990
$-63,034
Other Revenue Adjustments
$4,160
Total Revenue per Audited Statements
$182,905,592
Total Revenue per Form 990
$182,972,786
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$153,993,043
Salaries, Compensation, and Employee Benefits$11,370,928
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising---$146,749,928
Other Salaries and Wages---$6,293,436
Current Officers, Directors, Trustees, and Key Employees---$3,244,511
Depreciation Depletion---$2,259,560
Information Technology---$1,498,025
Occupancy---$1,168,754
Fees for Services Other---$813,291
Other Employee Benefits---$694,490
Pension Plan Contributions---$604,609
Payroll Taxes---$533,882
Office Expenses---$532,112
Travel---$460,323
Fees for Services Accounting---$176,071
Conferences and Meetings---$99,454
Insurance---$91,276
All Other Expenses---$10,197
Interest---$9,433
Other Expenses---$4,993
Total Functional Expenses$0$0$0$165,363,971

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Form 990$165,363,971
Expenses per Audited Statements$165,359,811
Total Expenses per Audited Statements$165,359,811
Expenses Not Reported on Financial Statements$4,160
Other Expense Adjustments$4,160
Expenses Not Reported on Form 990$0
International Activity

International Summary

Offices
13
Employees
13
Spending
$8,535,730

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 ServicesRegional Marketing/ Advertising55$6,107,046
North America (canada and Mexico)Program ServicesRegional Marketing/ Advertising22$2,150,803
East Asia and the PacificProgram ServicesRegional Marketing/ Advertising44$246,367
South AsiaProgram ServicesRegional Marketing/ Advertising11$13,514
Middle East and North AfricaProgram ServicesRegional Marketing/ Advertising11$12,000
South AmericaProgram ServicesRegional Marketing/ Advertising00$6,000
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
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Lease Liability$8,513,803
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 1A

The executive committee is empowered to act on the commission's behalf without having to obtain the ultimate approval of the full commission. The executive committee consists of the director, such appointed commissioners and elected commissioners as elected by the commission, as well as the ceo who sits ex-officio, without vote. The executive committee has the authority of the commission with respect to matters within their area of assigned responsibility, and is restricted from certain actions outlined by the bylaws.

Form 990, Part VI, Section A, Line 6

Pursuant to the governing documents, the state governor and certain assessed businesses within specific tourism industry categories have the right to limited participation in the organization's governance through the appointment and election of board commissioners.

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

The director of the governor's office of business and economic development serves as ex-officio commissioner and chairperson ("director"). The governor appoints twelve commissioners who are professionally active in the tourism industry to represent each of the twelve officially designated tourism regions. Twenty-four elected commissioners, who are limited to and required to represent assessed businesses or a trade association representing such businesses, are elected in a referendum. Assessed businesses vote only for elected commissioners representing their respective industry categories. Regardless of the number of ballots received for a referendum, the nominee for each elected commissioner position with the most weighted votes from assessed businesses within that industry category is elected commissioner. The number of elected commissioners elected from each industry category is determined by the weighted percentage of assessments from that industry category.

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

Information is gathered by management and provided to an external cpa to prepare the return. The draft is reviewed by management then provided via email to all voting members of the commission prior to filing.

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

Conflict of interest (coi) is obviously a concern with visit california staff and commissioners. In addition to the form 700 filing requirements which requires they disclose any personal financial interest they may have there is also a provision in the employee handbook that requires employees to disclose any potential coi. We also provide coi training for commissioners and actually require them to complete this training every two years. Contract thresholds are also set that form rfp committees so that employees are not the sole decision makers when choosing vendors. If a commissioner has a coi, they are required to recuse themselves and the decision would be made by the rest of the voting members of the governing body. If a staff member has a coi, the executive team would determine whether they would be required to sit out depending on the decision to be made.

Form 990, Part VI, Section B, Line 15

The visit california commission is responsible for designating the personnel committee which is responsible for the written employment contract, gathering data regularly from compensation surveys or studies, etc. The personnel committee is made up of independent commission committee members. The commission has designated authority to the personnel committee to determine the above and enter into contract with the ceo. The ceo's compensation is reevaluated upon expiration of the most recent compensation contract. The personnel committee then informs the executive committee, through public meetings and meeting minutes of the new language, but does not need further approval. The ceo's compensation is determined by the personnel committee as outlined above and was most recently completed in 2021. Other officers and key employees' compensation contracts are determined by the ceo after an outside firm provides compensation analysis and recommendations. Employment contracts are written by legal counsel and are executed by all officers of visit california.

Form 990, Part VI, Section C, Line 19

The organization's governing documents and financial statements are available upon request. The conflict of interest policy is available on our website (industry.visitcalifornia.com).

Filing and Contact Details

Filer

Filer Name
California Travel and Tourism Commission
EIN
68-0408095
Phone
9164444429
Address
555 CAPITOL MALL 1100, SACRAMENTO, CA 95814
Doing Business As
Visit California

Signing Officer

Name
Caroline Beteta-whitney
Title
President/CEO
Phone
9164444429
Signed
2023-05-11
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Caroline Beteta-whitney
Formed
1997
Legal Domicile
CA
Voting Board Members
33
Independent Board Members
33
Employees
64
Volunteers
36

Preparer

Firm
Moss Adams Llp
Address
3121 W MARCH LN STE 200, STOCKTON, CA 95219-2367
Preparer
Tracy S Paglia
Phone
2099556100
Supplemental Narrative

Financial Statement Notes

PART XI, LINE 4B - OTHER ADJUSTMENTS:

Gain on disposal of fixed assets 4,160.

PART XII, LINE 4B - OTHER ADJUSTMENTS:

Gain on disposal of fixed assets 4,160.

Raw XML AppendixShowing 400 of 945 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/AccountantCompileOrReviewInd00
IRS990/AccountsPayableAccrExpnssGrp/BOYAmt024669353
IRS990/AccountsPayableAccrExpnssGrp/EOYAmt013832435
IRS990/AccountsReceivableGrp/BOYAmt09150780
IRS990/AccountsReceivableGrp/EOYAmt013490763
IRS990/ActivitiesConductedPrtshpInd00
IRS990/ActivityOrMissionDesc0KEEP CALIFORNIA TOP-OF-MIND AS A PREMIER TRAVEL DESTINATION.
IRS990/AdvertisingGrp/TotalAmt0146749928
IRS990/AllOtherExpensesGrp/TotalAmt010197
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IRS990/BooksInCareOfDetail/PhoneNum09164444429
IRS990/BooksInCareOfDetail/USAddress/AddressLine1Txt0555 CAPITOL MALL SUITE 1100
IRS990/BooksInCareOfDetail/USAddress/CityNm0SACRAMENTO
IRS990/BooksInCareOfDetail/USAddress/StateAbbreviationCd0CA
IRS990/BooksInCareOfDetail/USAddress/ZIPCd095814
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IRS990/CompCurrentOfcrDirectorsGrp/TotalAmt03244511
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IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/AddressLine1Txt31716 LOCUST ST
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IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/CityNm1SACRAMENTO
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IRS990/ContractorCompensationGrp/ContractorName/BusinessName/BusinessNameLine1Txt4APPNOVATION TECHNOLOGIES LTD
IRS990/ContractorCompensationGrp/ServicesDesc0ADVERTISING
IRS990/ContractorCompensationGrp/ServicesDesc1ADVERTISING
IRS990/ContractorCompensationGrp/ServicesDesc2ADVERTISING
IRS990/ContractorCompensationGrp/ServicesDesc3ADVERTISING
IRS990/ContractorCompensationGrp/ServicesDesc4IT SERVICES
IRS990/CreditCounselingInd00
IRS990/CYBenefitsPaidToMembersAmt00
IRS990/CYContributionsGrantsAmt095974291
IRS990/CYGrantsAndSimilarPaidAmt00
IRS990/CYInvestmentIncomeAmt0223206
IRS990/CYOtherExpensesAmt0153993043
IRS990/CYOtherRevenueAmt0350
IRS990/CYProgramServiceRevenueAmt086774939
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IRS990/CYTotalExpensesAmt0165363971
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IRS990/Desc0CALIFORNIA IS THE PREMIER TRAVEL DESTINATION IN THE UNITED STATES, ATTRACTING 213.5 MILLION VISITORS IN 2021. IN 2021, THE STATE'S TRAVEL INDUSTRY GENERATED $100.2 BILLION IN REVENUE FOR STATE BUSINESSES, $9.8 BILLION IN LOCAL AND STATE TAXES AND EMPLOYED 927.1 THOUSAND CALIFORNIANS. VISIT CALIFORNIA BEGAN OPERATION IN 1998 AS A COALITION OF TRAVEL INDUSTRY INTERESTS WITH THE OBJECTIVE OF DEVELOPING MARKETING PROGRAMS THAT KEEP CALIFORNIA TOP-OF-MIND AS A PREMIER TRAVEL DESTINATION.
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IRS990/Form990PartVIISectionAGrp/TitleTxt0CHAIR
IRS990/Form990PartVIISectionAGrp/TitleTxt1VICE CHAIR OF OPERATIONS
IRS990/Form990PartVIISectionAGrp/TitleTxt2VICE CHAIR OF MARKETING (THRU 02/22)
IRS990/Form990PartVIISectionAGrp/TitleTxt3(THRU 02/22), VC MKTG (AS OF 02/22)
IRS990/Form990PartVIISectionAGrp/TitleTxt4OFFICER/TREASURER (AS OF 02/22)
IRS990/Form990PartVIISectionAGrp/TitleTxt5COMMISSIONER (THRU 07/21)
IRS990/Form990PartVIISectionAGrp/TitleTxt6COMMISSIONER

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