Civic Intelligence

Santa Monica Travel & Tourism

EIN 95-3799701 • 501(c)4 • Santa Monica, CA

View Organization Page

Profile

The organization is the city of santa monica's official promotion and tourism bureau. It is organized to promote the common good and social welfare of the people of santa monica through improvement of tourism and trade in the city of santa monica and the preservation and improvement of economic conditions for all people in santa monica, thereby lessening the burdens on city government. The organization's mission is to increase visitor expenditures and tourism revenues through promotion of the area as a travel destination.

2427 Main StSanta Monica, CA 90405

www.santamonica.com

Siviq Scores

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

Liabilities / Assets

84th percentile

0.51x

Higher debt load relative to assets than 84% of similar nonprofits.

501(c)4 • $5M-$10M nonprofits • Source year 2024

Liabilities / Revenue

70th percentile

0.31x

Higher debt load relative to revenue than 70% of similar nonprofits.

501(c)4 • $5M-$10M nonprofits • Source year 2024

Net Margin

18th percentile

-7.1%

Higher net margin than 18% of similar nonprofits.

501(c)4 • $5M-$10M nonprofits • Source year 2024

Top Officer Pay

93rd percentile

$401,791

Higher top officer pay than 93% of similar nonprofits.

Top officer pay equals 4.4% of source-year revenue.

501(c)4 • $5M-$10M nonprofits • Source year 2024

Asset Growth

22nd percentile

-4.2%

Faster asset growth than 22% of similar nonprofits.

501(c)4 • $5M-$10M nonprofits • Annualized from 2023 to 2024

Revenue Growth

42nd percentile

5.7%

Faster revenue growth than 42% of similar nonprofits.

501(c)4 • $5M-$10M nonprofits • Annualized from 2023 to 2024

Balance Sheet
Liabilities / Assets84th percentile

Assets

Down

$5,496,991

Down $241,292 (-4.2%) from 2023

Liabilities

Up

$2,830,668

Up $425,744 (+18%) from 2023

Net Assets

Down

$2,666,323

Down $667,036 (-20%) from 2023

Operations
Liabilities / Revenue70th percentileNet Margin18th percentile

Revenue

Up

$9,216,514

Up $494,667 (+5.7%) from 2023

Expenses

Up

$9,868,965

Up $1,274,022 (+15%) from 2023

Net Income

Down

-$652,451

Down $779,355 (-614%) from 2023

Trend Graphs

Balance Sheet Trend

Asset Growth22nd percentile

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

$6.0M$4.0M$2.0M$0Assets 2011: $1,366,280Liabilities 2011: $746,194Net Assets 2011: $620,0862011Assets 2012: $698,873Liabilities 2012: $176,996Net Assets 2012: $521,8772012Assets 2013: $1,729,388Liabilities 2013: $220,823Net Assets 2013: $1,508,5652013Assets 2014: $2,548,884Liabilities 2014: $263,648Net Assets 2014: $2,285,2362014Assets 2015: $3,194,821Liabilities 2015: $1,303,213Net Assets 2015: $1,891,6082015Assets 2016: $2,851,993Liabilities 2016: $1,139,222Net Assets 2016: $1,712,7712016Assets 2017: $3,205,055Liabilities 2017: $987,743Net Assets 2017: $2,217,3122017Assets 2018: $3,010,431Liabilities 2018: $1,123,631Net Assets 2018: $1,886,8002018Assets 2019: $2,901,011Liabilities 2019: $909,527Net Assets 2019: $1,991,4842019Assets 2020: $2,868,308Liabilities 2020: $922,724Net Assets 2020: $1,945,5842020Assets 2022: $4,282,663Liabilities 2022: $1,010,295Net Assets 2022: $3,272,3682022Assets 2023: $5,738,283Liabilities 2023: $2,404,924Net Assets 2023: $3,333,3592023Assets 2024: $5,496,991Liabilities 2024: $2,830,668Net Assets 2024: $2,666,3232024

Highlighted filing

2024

Assets$5,496,991
Liabilities$2,830,668
Net Assets$2,666,323
Open 2024 Filing

Operations Trend

Revenue Growth42nd percentile

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

$10M$5.0M$0-$5.0MRevenue 2011: $2,535,922Expenses 2011: $2,456,158Net Income 2011: $79,7642011Expenses 2012: $2,668,6772012Expenses 2013: $2,745,6962013Revenue 2014: $5,884,801Expenses 2014: $5,108,130Net Income 2014: $776,6712014Revenue 2015: $6,338,175Expenses 2015: $6,423,224Net Income 2015: -$85,0492015Revenue 2016: $6,696,258Expenses 2016: $6,875,095Net Income 2016: -$178,8372016Revenue 2017: $7,115,366Expenses 2017: $6,610,825Net Income 2017: $504,5412017Revenue 2018: $7,657,719Expenses 2018: $7,988,231Net Income 2018: -$330,5122018Revenue 2019: $7,996,551Expenses 2019: $7,891,869Net Income 2019: $104,6822019Revenue 2020: $7,126,411Expenses 2020: $7,172,309Net Income 2020: -$45,8982020Revenue 2022: $8,370,537Expenses 2022: $6,704,700Net Income 2022: $1,665,8372022Revenue 2023: $8,721,847Expenses 2023: $8,594,943Net Income 2023: $126,9042023Revenue 2024: $9,216,514Expenses 2024: $9,868,965Net Income 2024: -$652,4512024

Highlighted filing

2024

Revenue$9,216,514
Expenses$9,868,965
Net Income-$652,451
Open 2024 Filing

Filings

Most recent year

2024 • Form 990Detailed filing. Detailed filing data is available for this year.

Open filing
Assets
$5,496,991
Liabilities
$2,830,668
Net assets
$2,666,323
Revenue
$9,216,514
Expenses
$9,868,965
Net income
-$652,451
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Detailed filing. Detailed filing data is available for this year.$5.50$2.83$2.67$9.22$9.87$0.65
2023Detailed filing. Detailed filing data is available for this year.$5.74$2.40$3.33$8.72$8.59$0.13
2022Detailed filing. Detailed filing data is available for this year.$4.28$1.01$3.27$8.37$6.70$1.67
2020Detailed filing. Detailed filing data is available for this year.$2.87$0.92$1.95$7.13$7.17$0.05
2019Detailed filing. Detailed filing data is available for this year.$2.90$0.91$1.99$8.00$7.89$0.10
2018Detailed filing. Detailed filing data is available for this year.$3.01$1.12$1.89$7.66$7.99$0.33
2017Detailed filing. Detailed filing data is available for this year.$3.21$0.99$2.22$7.12$6.61$0.50
2016Detailed filing. Detailed filing data is available for this year.$2.85$1.14$1.71$6.70$6.88$0.18
2015Summary only. Only limited summary data is available for this year.$3.19$1.30$1.89$6.34$6.42$0.09
2014Detailed filing. Detailed filing data is available for this year.$2.55$0.26$2.29$5.88$5.11$0.78
2013Facts available. Structured filing facts are available, but richer extracted sections are limited.$1.73$0.22$1.51$2.75
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$0.70$0.18$0.52$2.67
2011Summary only. Only limited summary data is available for this year.$1.37$0.75$0.62$2.54$2.46$0.08
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jul 1, 2023 to Jun 30, 2024
Signed
May 13, 2025
Return Version
2023v6.0
Gross Receipts
$9,321,876
Mission and Program Overview

Mission

The organization is the city of santa monica's official promotion and tourism bureau. It is organized to promote the common good and social welfare of the people of santa monica through improvement of tourism and trade in the city of santa monica and the preservation and improvement of economic conditions for all people in santa monica, thereby lessening the burdens on city government. The organization's mission is to increase visitor expenditures and tourism revenues through promotion of the area as a travel destination.

Balance Sheet Detail
LineBeginningEndChange
Assets
Accounts Receivable$1,030,451$1,190,175▲ $159,724
Cash and Non-Interest-Bearing Accounts$1,334,776$1,078,285▼ $256,491
Land, Buildings, and Equipment, Net$661,805$605,770▼ $56,035
Savings and Temporary Cash Investments$661,373$337,038▼ $324,335
Intangible Assets$269,528$248,752▼ $20,776
Prepaid Expenses and Deferred Charges$252,854$128,659▼ $124,195
Inventories for Sale or Use$85,151$33,091▼ $52,060
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-
Total Assets$5,738,283$5,496,991▼ $241,292
Other Assets Total$1,442,345$1,875,221▲ $432,876
Liabilities
Other Liabilities$2,000,913$2,412,139▲ $411,226
Accounts Payable and Accrued Expenses$404,011$418,529▲ $14,518
Total Liabilities$2,404,924$2,830,668▲ $425,744
Net Assets / Fund Balance
Net Assets With Donor Restrictions$2,640,261$2,150,965▼ $489,296
Net Assets Without Donor Restrictions$693,098$515,358▼ $177,740
Total Net Assets Fund Balance$3,333,359$2,666,323▼ $667,036
Total Liabilities and Net Assets / Fund Balance$5,738,283$5,496,991▼ $241,292

Asset Categories

AssetBook ValueDepreciationBasis
Leasehold Improvements$474,025$434,281$908,306
Equipment$108,328$353,873$462,201
Other Land Buildings$23,417$52,122$75,539
Other Assets Org$3--
Compensation and Service Providers
Top Officer Pay93rd percentile

Employees

NameTitleFull / Part TimeBaseOtherTotal
Misti KernsCEOFT$362,791$39,000$401,791
Evan EdwardsCOOFT$217,839$13,000$230,839
Rachel LozanoCPOFT$213,660-$213,660
Amanda EckDirector of MktgFT$137,482-$137,482
Lauren SalisburyDirector of CommunicatiFT$136,238-$136,238
Ozvaldo OteroDirector of SalesFT$120,385-$120,385

Board Members and Trustees

NameTitle
Neil CarreyChairman
Younes Atallahvice Chair
Sam JaggerVice Chairman
Jeff KlockeBoard Member
Jessica RinconBoard Member
John HeidtBoard Member
Juan ViramontesBoard Member
Karen E GinsbergBoard Member
Kera Blades-snellBoard Member
Kevin AnawatiBoard Member
Lauralee AschBoard Member
Manju RamanBoard Member
Shahid KayaniBoard Member
Judy KrugerChamber Liaison
Anuj GuptaCity Liaison
Jan WilliamsonMember
Aleen CarreonSec / Treasurer
Darlene EvansSecretary
Charlie Lopez-quintanaTreasurer

Highest Paid Contractors

ContractorServicesLocationCompensation
Noble StudiosWeb Svcs & Maintenance-$1,189,250
Sequoia Shores LLCRent5800 BRISTOL PARKWAY STE 660, Culver City, CA 90230, As$592,459
Mmgy Global Hills BalfourMarketing50 W LIBERTY ST STE 800, Reno, NV 89501$356,386
Gti Tourism Pyt LtdMarketing-$189,477
Pulse Travel MarketingMarketing2145 - 2449 MAIN STREET, Santa Monica, CA 90405, Ca$180,424
Revenue and Support

Revenue Composition

Contributions and Grants
$0
Program Service Revenue
$9,148,079
Investment Income
$4,578
Other Revenue
$63,857
Change in Net Assets
$-652,451

Audited Revenue Reconciliation

Revenue per Audited Statements
$9,216,514
Revenue Not Reported on Form 990
$384,699
Total Revenue per Audited Statements
$9,601,213
Total Revenue per Form 990
$9,216,514
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$6,693,009
Salaries, Compensation, and Employee Benefits$3,175,956
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages$1,521,177$565,285-$2,086,462
Advertising$1,325,674--$1,325,674
All Other Expenses$708,760$332,313-$1,041,073
Current Officers, Directors, Trustees, and Key Employees$492,361$353,929-$846,290
Occupancy$425,689$149,116-$574,805
Insurance$209,946$88,403-$298,349
Other Expenses$291,805--$291,805
Depreciation Depletion$253,555$2,881-$256,436
Fees for Services Other$112,744$124,675-$237,419
Information Technology$16,435$200,949-$217,384
Payroll Taxes$146,886$61,848-$208,734
Office Expenses$75,101--$75,101
Pension Plan Contributions$26,927$7,543-$34,470
Travel$14,158$795-$14,953
Total Functional Expenses$7,981,228$1,887,737$0$9,868,965

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Audited Statements$10,253,664
Expenses per Audited Statements$9,868,965
Total Expenses per Form 990$9,868,965
Expenses Not Reported on Form 990$384,699
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
Insider Transactions and Loans

Loans and Receivables

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

Other Reported Liabilities

LiabilityAmount
Lease Liabilites - Operating$1,870,127
other payables$531,737
Security Deposit$10,275
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 B, Line 11B

“The form 990 is reviewed by the chairman of the board of directors prior to filing.”

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

“All employees and board members are required to sign the conflict of interest policy. The executive director signs all checks and reviews all relationships to identify possible conflicts. Payments above a specified threshold ($2,000 in fiscal year 2015) require dual signatures - at least one must be from a board member.”

Form 990, Part VI, Section B, Line 15B

“The executive commmittee reviews and approves compensation issues by referencing industry standards.”

Form 990, Part VI, Section C, Line 19

“Santa monica travel & tourism makes its governing documents, conflict of interest policy, and financial statements available to the public upon request to: santa monica travel & tourism, attn: misti kerns, 2427 main street santa monica, ca 90405.”

Filing and Contact Details

Filer

Filer Name
Santa Monica Travel & Tourism
EIN
95-3799701
Phone
3103196263
Address
2427 Main St, Santa Monica, CA 90405

Signing Officer

Name
Misti Kerns
Title
Executive Director
Signed
2025-05-13
Discuss with paid preparer
Yes

Organization Details

Formed
1982
Legal Domicile
CA
Voting Board Members
19
Independent Board Members
19
Employees
50

Preparer

Firm
Kiyohara & Takahashi LLP
Address
13300 Crossroads Pkwy N Ste 100, City of Industry, CA 91746
Preparer
Pia C Eckhert CPA
Phone
3232781300
Supplemental Narrative

Additional Explanations

Form 990, Part IX, Line 24E

“AUTO EXPENSE: Column (A) - Total = $37063; Column (B) - Program Services = $6865; Column (C) - Management & General = $30198; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“BANK CHARGES: Column (A) - Total = $10996; Column (B) - Program Services = $593; Column (C) - Management & General = $10403; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“BOARD EXPENSES: Column (A) - Total = $16579; Column (B) - Program Services = $16579; Column (C) - Management & General = $0; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“COMMUNITY RELATIONS: Column (A) - Total = $178717; Column (B) - Program Services = $178717; Column (C) - Management & General = $0; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“DUES AND SUBSCRIPTIONS: Column (A) - Total = $18500; Column (B) - Program Services = $11021; Column (C) - Management & General = $7479; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“FAM EXPENSE: Column (A) - Total = $35083; Column (B) - Program Services = $35083; Column (C) - Management & General = $0; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“JANITORIAL SERVICES: Column (A) - Total = $56402; Column (B) - Program Services = $50763; Column (C) - Management & General = $5639; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“MARKET RESEARCH: Column (A) - Total = $171549; Column (B) - Program Services = $171549; Column (C) - Management & General = $0; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“OPERATING SUPPLIES: Column (A) - Total = $137885; Column (B) - Program Services = $32341; Column (C) - Management & General = $105544; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“Outside Service: Column (A) - Total = $77600; Column (B) - Program Services = $0; Column (C) - Management & General = $77600; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“Postage and Shipping: Column (A) - Total = $8238; Column (B) - Program Services = $1958; Column (C) - Management & General = $6280; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“Printing and Publications: Column (A) - Total = $55653; Column (B) - Program Services = $55653; Column (C) - Management & General = $0; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“PROPERTY TAXES: Column (A) - Total = $935; Column (B) - Program Services = $0; Column (C) - Management & General = $935; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“RECRUITING EXPENSE: Column (A) - Total = $25722; Column (B) - Program Services = $5248; Column (C) - Management & General = $20474; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“REPAIRS AND MAINTENANCE: Column (A) - Total = $46946; Column (B) - Program Services = $29825; Column (C) - Management & General = $17121; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“SECURITY EXPENSE: Column (A) - Total = $36555; Column (B) - Program Services = $34673; Column (C) - Management & General = $1882; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“SPECIAL PROJECTS AND PROMOTION: Column (A) - Total = $0; Column (B) - Program Services = $0; Column (C) - Management & General = $0; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“Tax & License: Column (A) - Total = $543; Column (B) - Program Services = $109; Column (C) - Management & General = $434; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“TELEPHONE: Column (A) - Total = $62484; Column (B) - Program Services = $42421; Column (C) - Management & General = $20063; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“TRAINING: Column (A) - Total = $30329; Column (B) - Program Services = $12019; Column (C) - Management & General = $18310; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“UNIFORM: Column (A) - Total = $15611; Column (B) - Program Services = $15611; Column (C) - Management & General = $0; Column (D) - Fundraising = $0”

Form 990, Part IX, Line 24E

“UTILITIES: Column (A) - Total = $17683; Column (B) - Program Services = $7732; Column (C) - Management & General = $9951; Column (D) - Fundraising = $0”

Financial Statement Notes

Part IV, Line 2B: Explanation of escrow account liability

“The organization received funds from the city of santa monica to fund a shuttle service on behalf of hotels within the city. The funds are held in a bank account under the organization's name. The organization can only use the funds in the account toward the shuttle service. The funds have been included as a current asset and current liability in the organization's financial statements.”

Raw XML AppendixShowing 400 of 701 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/ActivityOrMissionDesc0THE ORGANIZATION IS THE CITY OF SANTA MONICA'S OFFICIAL PROMOTION AND TOURISM BUREAU. IT IS ORGANIZED TO PROMOTE THE COMMON GOOD AND SOCIAL WELFARE OF THE PEOPLE OF SANTA MONICA THROUGH IMPROVEMENT OF TOURISM AND TRADE IN THE CITY OF SANTA MONICA AND THE PRESERVATION AND IMPROVEMENT OF ECONOMIC CONDITIONS FOR ALL PEOPLE IN SANTA MONICA, THEREBY LESSENING THE BURDENS ON CITY GOVERNMENT. THE ORGANIZATION'S MISSION IS TO INCREASE VISITOR EXPENDITURES AND TOURISM REVENUES THROUGH PROMOTION OF THE AREA AS A TRAVEL DESTINATION.
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IRS990/BooksInCareOfDetail/USAddress/AddressLine1Txt02427 Man St
IRS990/BooksInCareOfDetail/USAddress/CityNm0Santa Monica
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IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/AddressLine1Txt250 W LIBERTY ST STE 800
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