Civic Intelligence

San Francisco Travel Association

EIN 94-0835150 • 501(c)6 • San Francisco, CA

Profile

To enhance the local economy by marketing san francisco and the bay area as the premier destination for conventions, meetings, events and leisure travel.

One Post Street 2700San Francisco, CA 94104

www.sanfrancisco.travel

Siviq Scores

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

Liabilities / Assets

83rd percentile

0.57x

Higher debt load relative to assets than 83% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Source year 2024

Liabilities / Revenue

61st percentile

0.56x

Higher debt load relative to revenue than 61% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Source year 2024

Net Margin

38th percentile

2.5%

Higher net margin than 38% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Source year 2024

Top Officer Pay

83rd percentile

$1,174,083

Higher top officer pay than 83% of similar nonprofits.

Top officer pay equals 5.1% of source-year revenue.

501(c)6 • $25M-$50M nonprofits • Source year 2024

Asset Growth

84th percentile

22%

Faster asset growth than 84% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Annualized from 2023 to 2024

Revenue Growth

5th percentile

-22%

Faster revenue growth than 5% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Annualized from 2023 to 2024

Assets

Up

$22,957,794

Up $4,079,528 (+22%) from 2023

Liabilities

Up

$13,053,793

Up $3,446,682 (+36%) from 2023

Net Assets

Up

$9,904,001

Up $632,846 (+6.8%) from 2023

Revenue

Down

$23,197,813

Down $6,668,462 (-22%) from 2023

Expenses

Down

$22,620,843

Down $6,658,339 (-23%) from 2023

Net Income

Down

$576,970

Down $10,123 (-1.7%) from 2023

Trend Graphs

Balance Sheet Trend

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

$30M$20M$10M$0Assets 2011: $7,817,435Liabilities 2011: $4,740,329Net Assets 2011: $3,077,1062011Assets 2012: $11,198,683Liabilities 2012: $5,168,841Net Assets 2012: $6,029,8422012Assets 2013: $13,069,614Liabilities 2013: $8,009,602Net Assets 2013: $5,060,0122013Assets 2014: $17,115,036Liabilities 2014: $10,609,141Net Assets 2014: $6,505,8952014Assets 2015: $17,857,391Liabilities 2015: $9,105,875Net Assets 2015: $8,751,5162015Assets 2016: $22,688,743Liabilities 2016: $8,330,281Net Assets 2016: $14,358,4622016Assets 2017: $23,966,291Liabilities 2017: $7,222,927Net Assets 2017: $16,743,3642017Assets 2018: $24,795,199Liabilities 2018: $7,413,486Net Assets 2018: $17,381,7132018Assets 2019: $26,928,167Liabilities 2019: $7,890,795Net Assets 2019: $19,037,3722019Assets 2020: $19,976,882Liabilities 2020: $7,836,277Net Assets 2020: $12,140,6052020Assets 2021: $17,687,275Liabilities 2021: $7,720,265Net Assets 2021: $9,967,0102021Assets 2022: $17,682,699Liabilities 2022: $9,222,744Net Assets 2022: $8,459,9552022Assets 2023: $18,878,266Liabilities 2023: $9,607,111Net Assets 2023: $9,271,1552023Assets 2024: $22,957,794Liabilities 2024: $13,053,793Net Assets 2024: $9,904,0012024

Highlighted filing

2024

Assets$22,957,794
Liabilities$13,053,793
Net Assets$9,904,001

Operations Trend

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

$60M$40M$20M$0-$20MRevenue 2011: $25,970,735Expenses 2011: $27,028,642Net Income 2011: -$1,057,9072011Revenue 2012: $23,666,566Expenses 2012: $20,713,830Net Income 2012: $2,952,7362012Revenue 2013: $25,516,799Expenses 2013: $26,486,629Net Income 2013: -$969,8302013Revenue 2014: $30,201,785Expenses 2014: $28,755,904Net Income 2014: $1,445,8812014Revenue 2015: $31,883,145Expenses 2015: $29,637,524Net Income 2015: $2,245,6212015Revenue 2016: $43,675,313Expenses 2016: $38,068,367Net Income 2016: $5,606,9462016Revenue 2017: $32,962,648Expenses 2017: $30,577,746Net Income 2017: $2,384,9022017Revenue 2018: $32,578,863Expenses 2018: $31,851,645Net Income 2018: $727,2182018Revenue 2019: $38,112,773Expenses 2019: $36,652,482Net Income 2019: $1,460,2912019Revenue 2020: $14,689,774Expenses 2020: $23,362,532Net Income 2020: -$8,672,7582020Revenue 2021: $15,738,684Expenses 2021: $17,926,112Net Income 2021: -$2,187,4282021Revenue 2022: $21,568,933Expenses 2022: $22,297,505Net Income 2022: -$728,5722022Revenue 2023: $29,866,275Expenses 2023: $29,279,182Net Income 2023: $587,0932023Revenue 2024: $23,197,813Expenses 2024: $22,620,843Net Income 2024: $576,9702024

Highlighted filing

2024

Revenue$23,197,813
Expenses$22,620,843
Net Income$576,970

Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Facts available. Structured filing facts are available, but richer extracted sections are limited.$23.0$13.1$9.90$23.2$22.6$0.58
2023Detailed filing. Detailed filing data is available for this year.$18.9$9.61$9.27$29.9$29.3$0.59
2022Detailed filing. Detailed filing data is available for this year.$17.7$9.22$8.46$21.6$22.3$0.73
2021Detailed filing. Detailed filing data is available for this year.$17.7$7.72$9.97$15.7$17.9$2.19
2020Detailed filing. Detailed filing data is available for this year.$20.0$7.84$12.1$14.7$23.4$8.67
2019Detailed filing. Detailed filing data is available for this year.$26.9$7.89$19.0$38.1$36.7$1.46
2018Detailed filing. Detailed filing data is available for this year.$24.8$7.41$17.4$32.6$31.9$0.73
2017Detailed filing. Detailed filing data is available for this year.$24.0$7.22$16.7$33.0$30.6$2.38
2016Summary only. Only limited summary data is available for this year.$22.7$8.33$14.4$43.7$38.1$5.61
2015Summary only. Only limited summary data is available for this year.$17.9$9.11$8.75$31.9$29.6$2.25
2014Summary only. Only limited summary data is available for this year.$17.1$10.6$6.51$30.2$28.8$1.45
2013Summary only. Only limited summary data is available for this year.$13.1$8.01$5.06$25.5$26.5$0.97
2012Summary only. Only limited summary data is available for this year.$11.2$5.17$6.03$23.7$20.7$2.95
2011Summary only. Only limited summary data is available for this year.$7.82$4.74$3.08$26.0$27.0$1.06
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
Nov 13, 2025
Return Version
2024v5.2
Gross Receipts
$25,460,159
Mission and Program Overview

Mission

To enhance the local economy by marketing san francisco and the bay area as the premier destination for conventions, meetings, events and leisure travel.

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$2,324,747$5,432,415▲ $3,107,668
Accounts Receivable$9,871,829$4,658,997▼ $5,212,832
Investments in Publicly Traded Securities$3,022,173$3,070,931▲ $48,758
Land, Buildings, and Equipment, Net$241,343$962,854▲ $721,511
Prepaid Expenses and Deferred Charges$886,003$899,340▲ $13,337
Investments Other Securities$760,720--
Savings and Temporary Cash Investments$687,768$228,494▼ $459,274
Total Assets$18,878,266$22,957,794▲ $4,079,528
Other Assets Total$1,083,683$7,704,763▲ $6,621,080
Liabilities
Other Liabilities$3,932,571$11,119,881▲ $7,187,310
Accounts Payable and Accrued Expenses$4,947,403$1,249,351▼ $3,698,052
Deferred Revenue$727,137$673,837▼ $53,300
Mortgage Notes Payable Secured by Investment Property-$10,724-
Total Liabilities$9,607,111$13,053,793▲ $3,446,682
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$9,271,155$9,904,001▲ $632,846
Total Net Assets Fund Balance$9,271,155$9,904,001▲ $632,846
Total Liabilities and Net Assets / Fund Balance$18,878,266$22,957,794▲ $4,079,528

Asset Categories

AssetBook ValueDepreciationBasis
Leasehold Improvements$747,657$3,599,103$4,346,760
Equipment$202,995$2,945,981$3,148,976
Other Land Buildings$12,202$115,844$128,046
Other Assets Org$55,315--
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
JOSEPH D'ALESSANDROPresident/CEO (thru 01/24)FT$452,262$721,821$1,174,083
Scott BeckPresident/CEO (thru 05/24)FT$230,066$360,389$590,455
Nicole RogersEvp, Chief Customer OfficerFT$332,860$158,518$491,378
Cassandra McgoldrickEvp, Chief Strategy OfficerFT$276,872$122,020$398,892
Paul FrentsosEvp, COO (thru 07/24)FT$219,021$173,213$392,234
Lynn Bruni PerkinsEvp, Chief Mkt OfficerFT$261,932$109,744$371,676
Hubertus FunkeEvp, Chief Tourism OfficerFT$260,865$90,438$351,303
Christina HopemanVP, Info/techFT$245,663$99,916$345,579
Kenley MoyVP, National SalesFT$236,905$87,724$324,629
JULIE VAN'T HULVP, Sales, Events & ServicesFT$197,862$66,716$264,578
Brett AllorVP, Market Strategy & ResearchFT$196,932$64,767$261,699
Ernie GarciaDirector, Citywide AccountsFT$187,336$69,983$257,319
Anna Marie PresuttiSee Sch. OFT$169,394$3,867$173,261
Tina WuEvp, CFO (thru 02/24)FT$72,799$7,003$79,802

Board Members and Trustees

NameTitle
John AndersonBoard Chair
Randall ReynosoImmediate Past Chair
Christine GaudenziMarketing Council Chair
Markus TreppenhauerTourism Chair
Gail HunterVice Chair
Andrew FreemanDirector
CAITLIN O'NEILLDirector
Carmen ChuDirector
Cindy Wong-chenDirector
Clifton ClarkDirector
David LewinDirector
Elaine ForbesDirector
Emma MoonDirector
Gary BauerDirector
Greg MooreDirector
Jenny ThomassianDirector
Joey NevinDirector
John TrudeauDirector
Kathryn InglinDirector
Lee GregoryDirector
Lisa KershnerDirector
Michael CostanzoDirector
Murat EskiciogluDirector
Patrick MurphyDirector
Robert EmmonsDirector
Scott GentnerDirector
Sebastien PfeifferDirector
Sheila ShinDirector
Stephane GrasDirector
Stephen McleodDirector
Terry HaneyDirector
Yoyo MurphyDirector
Nany FullmoreDirector (thru 08/24)
Sandra FletcherSecretary/treasurer

Highest Paid Contractors

ContractorServicesLocationCompensation
Hartmann StudiosEvent Management7000 VISTA DRIVE, West Des Moines, IA 50266$417,363
One WorkplaceOffice Design And Construction Services500 DAVIS STREET, San Francisco, CA 94111$244,775
Avdg LLCAudio Visual Design And Maintenance41454 CHRISTY STREET, Fremont, CA 94538$193,435
Lvl Films LLCVideo Production5648 SILVER LEAF RD, San Jose, CA 95138$189,776
Futterman Dupree Dodd Croley Maier LLPLegal Services601 MONTGOMERY STREET SUITE 1210, San Francisco, CA 94111$120,444
Revenue and Support

Revenue Composition

Contributions and Grants
$19,751,114
Program Service Revenue
$2,981,358
Investment Income
$16,362
Other Revenue
$448,979
Change in Net Assets
$576,970
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$11,684,678
Salaries, Compensation, and Employee Benefits$10,936,165
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising---$8,528,644
Other Salaries and Wages---$4,381,712
Current Officers, Directors, Trustees, and Key Employees---$4,023,082
Other Employee Benefits---$1,225,032
Occupancy---$984,393
Fees for Services Other---$857,600
Pension Plan Contributions---$780,666
Payroll Taxes---$525,673
Information Technology---$489,612
Insurance---$191,067
Office Expenses---$166,032
Fees for Services Accounting---$120,093
Travel---$108,479
Depreciation Depletion---$89,448
Fees for Services Legal---$74,758
Other Expenses---$25,247
Interest---$14,699
Total Functional Expenses$0$0$0$22,620,843
International Activity

International Summary

Offices
0
Employees
0
Spending
$2,287,406

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
East Asia and the PacificProgram ServicesProgram Service Expenses00$1,133,380
EuropeProgram ServicesProgram Service Expenses00$621,589
North AmericaProgram ServicesProgram Service Expenses00$201,161
South AmericaProgram ServicesProgram Service Expenses00$196,251
South AsiaProgram ServicesProgram Service Expenses00$135,025
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
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Lease Liabilities$8,652,767
Deferred Compensation Plan Obligation$1,977,211
Eidl Loan$483,182
Tenant Security Deposits$6,721
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
Yes
Key decisions subject to board approval
Yes
Management duties delegated
No

Governance Explanations

Form 990, Part VI, Section A, Line 6

The corporation shall have one class of members, with the same rights, interests and voting power, such that all members shall have the same right to vote and to serve as officers, committee chairs and at-large directors. The corporation is authorized, however, to maintain two or more membership categories, each of which may have a different dues structure and offer different benefits, so long as such membership categories do not constitute more than one class of members as defined in this paragraph and the corporation's restated articles of incorporation.

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

All members shall have the right to vote on the election of directors.

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

All members shall have the right to vote on the disposition of all or substantially all of the assets of the corporation, on any merger and its principal terms and any amendment of those terms, and on any election to dissolve the corporation.

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

The form 990 is provided electronically to the governing body with reportable compensation available upon request.

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

The board and executive committee are required to read and review the organization's conflict-of-interest policy and indicate that they have no conflicts or provide a list any potential conflicts. At the start of each board and executive committee meeting, all members in attendance are asked to recognize the conflict-of-interest policy. If a conflict arises the expectation is for the board member to abstain from any votes or actions where there may be a conflict.

Form 990, Part VI, Section B, Line 15

Officers salaries are reviewed and approved by the compensation committee. Compensation of these persons are determined by using data such as comparable compensation for similarly qualified persons in functionally comparable positions at similarly situated organizations. The organization keeps documentation with respect to the above process. The annual compensation review was last performed in march 2023.

Form 990, Part VI, Section C, Line 19

The organization will provide copies to anyone requesting one of these forms in writing.

Form 990, Part VII

Anna marie presuitt's title is as follows: meeting and convention council (thru 05/24) president/ceo (start 09/24)

Filing and Contact Details

Filer

Filer Name
San Francisco Travel Association
EIN
94-0835150
Phone
4159746900
Address
ONE POST STREET 2700, SAN FRANCISCO, CA 94104

Signing Officer

Name
Janice Lee
Title
Evp & CFO
Phone
4159746900
Signed
2025-11-13
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Janice Lee
Formed
1909
Legal Domicile
CA
Voting Board Members
33
Independent Board Members
33
Employees
64
Volunteers
33

Preparer

Firm
Armanino Advisory LLC
Address
2700 CAMINO RAMON STE 350, SAN RAMON, CA 94583-5004
Preparer
Katy Brown
Phone
9257902600
Supplemental Narrative

Financial Statement Notes

PART X, LINE 2:

The association has been granted tax-exempt status by the internal revenue service (irs) under section 501(c)(6) and the california franchise tax board under section 23701(e) of the california revenue and taxation code. The foundation has also been granted tax-exempt status by the irs under section 501(c)(3) and the california franchise tax board under section 23701(d) of the california revenue and taxation code. Accordingly, no provision for income tax has been made in the accompanying consolidated financial statements. U.s. Gaap provides disclosure guidance about positions taken by an entity in its tax returns that might be uncertain. Management has considered its tax positions and does not believe that the organization has any uncertain tax positions that require adjustment or disclosure in the consolidated financial statements. The organization's returns are subject to examination by federal and state taxing authorities, generally for three to four years, respectively, after they are filed.

Raw XML AppendixShowing 400 of 1,034 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.

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IRS990/Desc0AS THE CITY'S OFFICIAL VISITOR PROMOTION ORGANIZATION, THE PRIMARY PURPOSE OF THE SAN FRANCISCO TRAVEL ASSOCIATION IS TO ENHANCE SAN FRANCISCO'S ECONOMY BY PROMOTING THE CITY AS A SITE FOR CONVENTIONS AND TRADE SHOWS, AND AS A DESTINATION FOR LEISURE TRAVELERS. IN SUPPORT OF THIS PURPOSE, SAN FRANCISCO TRAVEL PROVIDES SALES AND MARKETING, AS WELL AS INFORMATION SERVICES TO FACILITATE AN EXCELLENT VISITOR EXPERIENCE AND ENHANCE THE VISIBILITY OF ITS MEMBERS.DURING PERIOD JANUARY TO DECEMBER 2024, SAN FRANCISCO TRAVEL'S CONVENTION DIVISION BOOKED FUTURE MEETINGS REPRESENTING 1M+ HOTEL ROOM NIGHTS. THE DIVISION CONTINUED TO REFINE SALES STRATEGIES FOCUSING ON RETAINMENT OF AT-RISK GROUPS, GROUP MARKETING AND INTERNATIONAL FOR BOTH CITYWIDE CONVENTIONS AND SELF-CONTAINED GROUPS. (CONT. ON SCH. O)SAN FRANCISCO TRAVEL COMPLETED COMPREHENSIVE RESEARCH ON VISITOR ATTITUDES, USAGE, AND VISITATION IN THE DOMESTIC AND INTERNATIONAL MARKETS. SF TRAVEL CONTINUES TO USE THE CUSTOM ECONOMIC IMPACT CALCULATOR MODULE FOR CONVENTIONS, SPORT EVENTS AND SPECIAL EVENT. ADDITIONALLY, SAN FRANCISCO TRAVEL ASSOCIATION CONTINUES TO UTILIZE DATABASE MODELING AND INTELLIGENCE FOR VISITOR VOLUME, PAID NIGHTS AND TOTAL VISITOR SPEND BY COUNTRY AND REGION TO BETTER TRACK ROI OF SALES AND MARKETING SPEND.IN 2024, SAN FRANCISCO TRAVEL PUBLIC POLICY STAFF ALONG WITH THE BOARD OF DIRECTORS CONTINUED TO EDUCATE AND ADVOCATE AROUND ISSUES WHICH AFFECT THE VISITOR EXPERIENCE, AND THEREFORE THE ECONOMIC IMPACT OF THE INDUSTRY. SF TRAVEL SUPPORTED INCREASED FUNDING FOR STREET CLEANING, HOMELESS SERVICES, AND SECURITY, AS WELL AS ADVOCATED FOR ACCOMMODATIONS AND IMPROVED TRANSPORTATION SERVICES TO MEET CLIENT NEEDS.THE MARKETING ORGANIZATION DEVELOPED MARKETING CAMPAIGNS THAT GENERATED MILLIONS OF VISITORS TO OUR VARIOUS WEBSITES IN DIFFERENT LANGUAGES. THROUGH ONGOING OPTIMIZATION, CONTENT DEVELOPMENT AND SEO, THE WEBSITE GENERATED 3,232,572 ENGAGED SESSIONS IN 2024. THE MARKETING DIVISION ALSO LAUNCHED MULTIPLE INTEGRATED DOMESTIC AND GLOBAL INTERNATIONAL CAMPAIGNS THAT DROVE GREAT IMPRESSION AND ENGAGEMENT RESULTS. IN ADDITION, THE GLOBAL PUBLIC & MEDIA RELATIONS STAFF CONTINUED TO EXPAND ITS EFFORT TO CONVEY POSITIVE STORIES ABOUT SAN FRANCISCO INCLUDING SECURED 2,051 MEDIA PLACEMENTS, ORGANIZED 143 MEDIA VISITS ACROSS ALL MARKETS, ISSUED 23 NEWS RELEASES AND PITCHED MEDIA AND INFLUENCERS AT VARIOUS EVENTS.SAN FRANCISCO TRAVEL'S TOURISM STAFF EXECUTED SEVEN FULLY INTEGRATED PROMOTIONAL MARKETING CAMPAIGNS IN KEY INTERNATIONAL MARKETS, INCLUDING CANADA, UK, GERMANY, AND INDIA. ALL CAMPAIGNS FEATURED A ROOM NIGHT GENERATING COMPONENT. THE TEAM ALSO CONTINUED ITS PARTNERSHIP WITH SAN FRANCISCO INTERNATIONAL AIRPORT (SFO) FOR JOINT MARKETING CAMPAIGN EFFORTS AND PROVIDING CRITICAL SUPPORT FOR INTERNATIONAL PROGRAMS. STAFF ALSO ATTENDED KEY MISSIONS, TRADE SHOWS, INCLUDING IPW, BRAND USA TRAVEL WEEK AND OTHERS.
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