Civic Intelligence

Visit Santa Cruz County

990 • Fiscal year 2025 • EIN 77-0200405

Jul 01, 2024 to Jun 30, 2025 • Filed on Jan 08, 2026

Organization ProfileN/A
725 Front Street 200Santa Cruz, CA 95060

(831) 429-7281

Siviq Scores

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

Liabilities / Assets

93rd percentile

0.67x

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

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

Liabilities / Revenue

88th percentile

0.60x

Higher debt load relative to revenue than 88% of similar nonprofits.

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

Net Margin

39th percentile

1.8%

Higher net margin than 39% of similar nonprofits.

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

Top Officer Pay

81st percentile

$230,300

Higher top officer pay than 81% of similar nonprofits.

Top officer pay equals 7.2% of source-year revenue.

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

Asset Growth

72nd percentile

13%

Faster asset growth than 72% of similar nonprofits.

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

Revenue Growth

37th percentile

0.5%

Faster revenue growth than 37% of similar nonprofits.

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

Balance Sheet
Liabilities / Assets93rd percentile

Assets

Up

$2,819,271

Up $317,208 (+13%) from 2024

Net Assets

Up

$917,634

Up $55,725 (+6.5%) from 2024

Liabilities

Up

$1,901,637

Up $261,483 (+16%) from 2024

Revenue And Expenses
Liabilities / Revenue88th percentileNet Margin39th percentile

Revenue

Up

$3,181,210

Up $17,283 (+0.5%) from 2024

Expenses

Down

$3,125,485

Down $7,250 (-0.2%) from 2024

Net Income

Up

$55,725

Up $24,533 (+79%) from 2024

Historical Trend

Balance Sheet Trend

Asset Growth72nd percentile

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

$3.0M$2.0M$1.0M$0Assets 2011: $527,431Liabilities 2011: $275,297Net Assets 2011: $252,1342011Assets 2012: $845,657Liabilities 2012: $628,545Net Assets 2012: $217,1122012Assets 2013: $761,839Liabilities 2013: $539,363Net Assets 2013: $222,4762013Assets 2014: $770,811Liabilities 2014: $518,791Net Assets 2014: $252,0202014Assets 2015: $781,892Liabilities 2015: $474,089Net Assets 2015: $307,8032015Assets 2016: $1,218,521Liabilities 2016: $850,395Net Assets 2016: $368,1262016Assets 2017: $1,376,089Liabilities 2017: $955,550Net Assets 2017: $420,5392017Assets 2018: $1,623,994Liabilities 2018: $1,125,321Net Assets 2018: $498,6732018Assets 2019: $1,920,845Liabilities 2019: $1,365,702Net Assets 2019: $555,1432019Assets 2020: $2,153,757Liabilities 2020: $1,476,394Net Assets 2020: $677,3632020Assets 2021: $2,373,577Liabilities 2021: $1,665,434Net Assets 2021: $708,1432021Assets 2022: $2,111,555Liabilities 2022: $1,313,055Net Assets 2022: $798,5002022Assets 2023: $2,155,039Liabilities 2023: $1,324,322Net Assets 2023: $830,7172023Assets 2024: $2,502,063Liabilities 2024: $1,640,154Net Assets 2024: $861,9092024Assets 2025: $2,819,271Liabilities 2025: $1,901,637Net Assets 2025: $917,6342025

Highlighted filing

2025

Assets$2,819,271
Liabilities$1,901,637
Net Assets$917,634
Open 2025 Filing

Operations Trend

Revenue Growth37th percentile

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

$4.0M$3.0M$2.0M$1.0M$0-$1.0MRevenue 2011: $1,668,860Expenses 2011: $1,651,537Net Income 2011: $17,3232011Revenue 2012: $1,974,356Expenses 2012: $2,002,311Net Income 2012: -$27,9552012Expenses 2013: $2,002,1992013Revenue 2014: $2,001,937Expenses 2014: $1,972,393Net Income 2014: $29,5442014Revenue 2015: $2,043,517Expenses 2015: $1,987,734Net Income 2015: $55,7832015Revenue 2016: $2,355,682Expenses 2016: $2,295,359Net Income 2016: $60,3232016Revenue 2017: $2,379,481Expenses 2017: $2,314,379Net Income 2017: $65,1022017Revenue 2018: $2,505,745Expenses 2018: $2,427,611Net Income 2018: $78,1342018Revenue 2019: $2,728,233Expenses 2019: $2,671,763Net Income 2019: $56,4702019Revenue 2020: $2,329,943Expenses 2020: $2,207,723Net Income 2020: $122,2202020Revenue 2021: $2,439,375Expenses 2021: $2,408,595Net Income 2021: $30,7802021Revenue 2022: $3,056,246Expenses 2022: $2,965,889Net Income 2022: $90,3572022Revenue 2023: $3,090,368Expenses 2023: $3,058,151Net Income 2023: $32,2172023Revenue 2024: $3,163,927Expenses 2024: $3,132,735Net Income 2024: $31,1922024Revenue 2025: $3,181,210Expenses 2025: $3,125,485Net Income 2025: $55,7252025

Highlighted filing

2025

Revenue$3,181,210
Expenses$3,125,485
Net Income$55,725
Open 2025 Filing
Jump To
Filing Snapshot
Filing Period
Jul 1, 2024 to Jun 30, 2025
Signed
Jan 8, 2026
Return Version
2024v5.2
Gross Receipts
$3,181,210
Mission and Program Overview

Mission

City & county tourism promotion

Balance Sheet Detail
LineBeginningEndChange
Assets
Savings and Temporary Cash Investments$1,261,979$1,477,797▲ $215,818
Accounts Receivable$958,272$1,018,618▲ $60,346
Cash and Non-Interest-Bearing Accounts$249,905$251,098▲ $1,193
Prepaid Expenses and Deferred Charges$17,452$34,849▲ $17,397
Land, Buildings, and Equipment, Net$10,487$26,503▲ $16,016
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-
Intangible Assets-$0-
Inventories for Sale or Use-$0-
Total Assets$2,502,063$2,819,271▲ $317,208
Other Assets Total$3,968$10,406▲ $6,438
Liabilities
Deferred Revenue$1,438,045$1,740,691▲ $302,646
Accounts Payable and Accrued Expenses$202,109$160,946▼ $41,163
Total Liabilities$1,640,154$1,901,637▲ $261,483
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$861,909$917,634▲ $55,725
Total Net Assets Fund Balance$861,909$917,634▲ $55,725
Total Liabilities and Net Assets / Fund Balance$2,502,063$2,819,271▲ $317,208

Asset Categories

AssetBook ValueDepreciationBasis
Other Land Buildings$13,833$150,072$163,905
Leasehold Improvements$12,670-$12,670
Compensation and Service Providers
Top Officer Pay81st percentile

Employees

NameTitleFull / Part TimeBaseTotal
Terence ConcannonExecutive DirectorFT$230,300$230,300

Board Members and Trustees

NameTitle
Doug LordPresident
Morgan StuartVice President
Bhavesh PatelBoard Member
Bijal PatelBoard Member
Consuelo AlbaBoard Member
Foster AndersenBoard Member
Gar EidamBoard Member
Gerry JensenBoard Member
Hector EscobedoBoard Member
Herman WuysangBoard Member
Jeanette GuireBoard Member
Jess BrownBoard Member
John PickartBoard Member
Josh BelcherBoard Member
Justin CummingsBoard Member
Keiki McKayBoard Member
Kent BermanBoard Member
Owen LawlorBoard Member
Sonja BrunnerBoard Member
Susie O'HaraBoard Member
Victor PatelBoard Member
Zoe CarterBoard Member
Mercedes LewisAt-Large
Zachary DavisSecretary
Bhavana PatelTreasurer
Revenue and Support

Revenue Composition

Contributions and Grants
$0
Program Service Revenue
$3,140,953
Investment Income
$40,257
Other Revenue
$0
Change in Net Assets
$55,725

Audited Revenue Reconciliation

Revenue per Audited Statements
$3,181,210
Total Revenue per Audited Statements
$3,181,210
Total Revenue per Form 990
$3,181,210
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$1,937,517
Salaries, Compensation, and Employee Benefits$1,187,968
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising$1,186,277--$1,186,277
Other Salaries and Wages$644,612$71,624-$716,236
Current Officers, Directors, Trustees, and Key Employees$207,270$23,030-$230,300
Other Employee Benefits$152,661$16,962-$169,623
Conferences and Meetings$115,785$12,865-$128,650
Occupancy$103,852$11,539-$115,391
Other Expenses$74,002$12,419-$74,002
Payroll Taxes$64,628$7,181-$71,809
All Other Expenses$59,336$516-$59,852
Office Expenses$50,652$5,628-$56,280
Depreciation Depletion$5,473$608-$6,081
Total Functional Expenses$2,963,113$162,372$0$3,125,485

Audited Expense Reconciliation

Line ItemAmount
Expenses per Audited Statements$3,125,485
Total Expenses per Audited Statements$3,125,485
Total Expenses per Form 990$3,125,485
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

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
No
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
No
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 B, Line 11B

“Reviewed by Board.”

Form 990, Part VI, Section C, Line 19

“No other organizational documents available to the public.”

Filing and Contact Details

Filer

Filer Name
Visit Santa Cruz County
EIN
77-0200405
Address
725 Front Street 200, Santa Cruz, CA 95060

Signing Officer

Name
Terence Concannon
Title
Executive Director
Signed
2026-01-08
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Terence Concannon
Formed
1988
Legal Domicile
CA
Voting Board Members
25
Independent Board Members
25
Employees
11

Preparer

Firm
Chad Hoesing CPA Inc
Address
340 SOQUEL AVE STE 105, SANTA CRUZ, CA 95062
Preparer
Chad Hoesing
Phone
8314257193
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IRS990/Form990PartVIISectionAGrp/PersonNm0Terence Concannon
IRS990/Form990PartVIISectionAGrp/PersonNm1Doug Lord
IRS990/Form990PartVIISectionAGrp/PersonNm2Susie O'Hara
IRS990/Form990PartVIISectionAGrp/PersonNm3Jess Brown
IRS990/Form990PartVIISectionAGrp/PersonNm4Owen Lawlor
IRS990/Form990PartVIISectionAGrp/PersonNm5Josh Belcher
IRS990/Form990PartVIISectionAGrp/PersonNm6Kent Berman
IRS990/Form990PartVIISectionAGrp/PersonNm7Consuelo Alba
IRS990/Form990PartVIISectionAGrp/PersonNm8Mercedes Lewis
IRS990/Form990PartVIISectionAGrp/PersonNm9Keiki McKay
IRS990/Form990PartVIISectionAGrp/PersonNm10Zoe Carter
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IRS990/Form990PartVIISectionAGrp/PersonNm12Zachary Davis
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IRS990/Form990PartVIISectionAGrp/TitleTxt4Board Member
IRS990/Form990PartVIISectionAGrp/TitleTxt5Board Member
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IRS990/Form990PartVIISectionAGrp/TitleTxt15Board Member
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IRS990/Form990PartVIISectionAGrp/TitleTxt17Board Member
IRS990/Form990PartVIISectionAGrp/TitleTxt18Board Member
IRS990/Form990PartVIISectionAGrp/TitleTxt19Board Member
IRS990/Form990PartVIISectionAGrp/TitleTxt20Board Member
IRS990/Form990PartVIISectionAGrp/TitleTxt21Board Member
IRS990/Form990PartVIISectionAGrp/TitleTxt22Board Member
IRS990/Form990PartVIISectionAGrp/TitleTxt23Board Member
IRS990/Form990PartVIISectionAGrp/TitleTxt24Board Member
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Document Assets

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Filings

Displayed year

2025 • Form 990Detailed filing. Detailed filing data is available for this year.

Open filing
Assets
$2,819,271
Liabilities
$1,901,637
Net assets
$917,634
Revenue
$3,181,210
Expenses
$3,125,485
Net income
$55,725
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2025Detailed filing. Detailed filing data is available for this year.$2.82$1.90$0.92$3.18$3.13$0.06
2024Detailed filing. Detailed filing data is available for this year.$2.50$1.64$0.86$3.16$3.13$0.03
2023Detailed filing. Detailed filing data is available for this year.$2.16$1.32$0.83$3.09$3.06$0.03
2022Detailed filing. Detailed filing data is available for this year.$2.11$1.31$0.80$3.06$2.97$0.09
2021Detailed filing. Detailed filing data is available for this year.$2.37$1.67$0.71$2.44$2.41$0.03
2020Detailed filing. Detailed filing data is available for this year.$2.15$1.48$0.68$2.33$2.21$0.12
2019Detailed filing. Detailed filing data is available for this year.$1.92$1.37$0.56$2.73$2.67$0.06
2018Detailed filing. Detailed filing data is available for this year.$1.62$1.13$0.50$2.51$2.43$0.08
2017Detailed filing. Detailed filing data is available for this year.$1.38$0.96$0.42$2.38$2.31$0.07
2016Summary only. Only limited summary data is available for this year.$1.22$0.85$0.37$2.36$2.30$0.06
2015Detailed filing. Detailed filing data is available for this year.$0.78$0.47$0.31$2.04$1.99$0.06
2014Detailed filing. Detailed filing data is available for this year.$0.77$0.52$0.25$2.00$1.97$0.03
2013Facts available. Structured filing facts are available, but richer extracted sections are limited.$0.76$0.54$0.22$2.00
2012Summary only. Only limited summary data is available for this year.$0.85$0.63$0.22$1.97$2.00$0.03
2011Summary only. Only limited summary data is available for this year.$0.53$0.28$0.25$1.67$1.65$0.02