Civic Intelligence

Hawaii Visitors and Convention Bureau

EIN 99-0040323 • 501(c)6 • Honolulu, HI

Profile

As the tourism marketing organization for the state of hawaii, the mission of the hawaii visitors and convention bureau is to create sustainable, diversified, leisure and business travel demand for the hawaiian islands.

2270 Kalakaua Avenue 801Honolulu, HI 96815

www.hvcb.org, www.gohawaii.com

Siviq Scores

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

Liabilities / Assets

84th percentile

0.58x

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

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

Liabilities / Revenue

31st percentile

0.28x

Higher debt load relative to revenue than 31% of similar nonprofits.

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

Net Margin

42nd percentile

3.9%

Higher net margin than 42% of similar nonprofits.

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

Top Officer Pay

57th percentile

$664,317

Higher top officer pay than 57% of similar nonprofits.

Top officer pay equals 1.8% of source-year revenue.

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

Asset Growth

28th percentile

1.3%

Faster asset growth than 28% of similar nonprofits.

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

Revenue Growth

14th percentile

-5.1%

Faster revenue growth than 14% of similar nonprofits.

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

Assets

Up

$17,755,287

Up $230,777 (+1.3%) from 2023

Liabilities

Down

$10,338,109

Down $1,232,961 (-11%) from 2023

Net Assets

Up

$7,417,178

Up $1,463,738 (+25%) from 2023

Revenue

Down

$37,307,705

Down $2,019,997 (-5.1%) from 2023

Expenses

Down

$35,843,967

Down $3,567,766 (-9.1%) from 2023

Net Income

Up

$1,463,738

Up $1,547,769 (+1842%) from 2023

Trend Graphs

Balance Sheet Trend

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

$20M$15M$10M$5.0M$0Assets 2010: $6,672,729Liabilities 2010: $4,478,291Net Assets 2010: $2,194,4382010Assets 2011: $7,315,853Liabilities 2011: $5,092,390Net Assets 2011: $2,223,4632011Assets 2012: $7,668,833Liabilities 2012: $5,283,769Net Assets 2012: $2,385,0642012Assets 2013: $8,027,439Liabilities 2013: $5,245,796Net Assets 2013: $2,781,6432013Assets 2014: $10,885,592Liabilities 2014: $7,663,174Net Assets 2014: $3,222,4182014Assets 2015: $9,866,584Liabilities 2015: $6,335,132Net Assets 2015: $3,531,4522015Assets 2016: $10,252,463Liabilities 2016: $6,342,006Net Assets 2016: $3,910,4572016Assets 2017: $10,382,082Liabilities 2017: $6,306,766Net Assets 2017: $4,075,3162017Assets 2018: $11,697,079Liabilities 2018: $7,006,453Net Assets 2018: $4,690,6262018Assets 2019: $13,492,506Liabilities 2019: $8,890,660Net Assets 2019: $4,601,8462019Assets 2020: $10,125,182Liabilities 2020: $6,659,983Net Assets 2020: $3,465,1992020Assets 2021: $13,094,236Liabilities 2021: $7,772,061Net Assets 2021: $5,322,1752021Assets 2022: $11,836,453Liabilities 2022: $5,502,956Net Assets 2022: $6,333,4972022Assets 2023: $17,524,510Liabilities 2023: $11,571,070Net Assets 2023: $5,953,4402023Assets 2024: $17,755,287Liabilities 2024: $10,338,109Net Assets 2024: $7,417,1782024

Highlighted filing

2024

Assets$17,755,287
Liabilities$10,338,109
Net Assets$7,417,178

Operations Trend

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

$60M$40M$20M$0-$20MExpenses 2010: $36,622,3032010Expenses 2011: $40,105,3012011Expenses 2012: $35,437,4402012Revenue 2013: $34,204,019Expenses 2013: $33,807,440Net Income 2013: $396,5792013Revenue 2014: $36,046,624Expenses 2014: $35,605,849Net Income 2014: $440,7752014Revenue 2015: $35,858,250Expenses 2015: $35,549,216Net Income 2015: $309,0342015Revenue 2016: $33,593,468Expenses 2016: $33,214,463Net Income 2016: $379,0052016Revenue 2017: $32,519,436Expenses 2017: $32,354,577Net Income 2017: $164,8592017Revenue 2018: $33,698,118Expenses 2018: $33,082,808Net Income 2018: $615,3102018Revenue 2019: $34,731,961Expenses 2019: $34,820,741Net Income 2019: -$88,7802019Revenue 2020: $22,916,384Expenses 2020: $24,053,031Net Income 2020: -$1,136,6472020Revenue 2021: $27,417,189Expenses 2021: $25,560,213Net Income 2021: $1,856,9762021Revenue 2022: $30,567,365Expenses 2022: $29,556,043Net Income 2022: $1,011,3222022Revenue 2023: $39,327,702Expenses 2023: $39,411,733Net Income 2023: -$84,0312023Revenue 2024: $37,307,705Expenses 2024: $35,843,967Net Income 2024: $1,463,7382024

Highlighted filing

2024

Revenue$37,307,705
Expenses$35,843,967
Net Income$1,463,738

Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Detailed filing. Detailed filing data is available for this year.$17.8$10.3$7.42$37.3$35.8$1.46
2023Detailed filing. Detailed filing data is available for this year.$17.5$11.6$5.95$39.3$39.4$0.08
2022Detailed filing. Detailed filing data is available for this year.$11.8$5.50$6.33$30.6$29.6$1.01
2021Detailed filing. Detailed filing data is available for this year.$13.1$7.77$5.32$27.4$25.6$1.86
2020Detailed filing. Detailed filing data is available for this year.$10.1$6.66$3.47$22.9$24.1$1.14
2019Detailed filing. Detailed filing data is available for this year.$13.5$8.89$4.60$34.7$34.8$0.09
2018Detailed filing. Detailed filing data is available for this year.$11.7$7.01$4.69$33.7$33.1$0.62
2017Detailed filing. Detailed filing data is available for this year.$10.4$6.31$4.08$32.5$32.4$0.16
2016Detailed filing. Detailed filing data is available for this year.$10.3$6.34$3.91$33.6$33.2$0.38
2015Detailed filing. Detailed filing data is available for this year.$9.87$6.34$3.53$35.9$35.5$0.31
2014Detailed filing. Detailed filing data is available for this year.$10.9$7.66$3.22$36.0$35.6$0.44
2013Detailed filing. Detailed filing data is available for this year.$8.03$5.25$2.78$34.2$33.8$0.40
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$7.67$5.28$2.39$35.4
2011Facts available. Structured filing facts are available, but richer extracted sections are limited.$7.32$5.09$2.22$40.1
2010Facts available. Structured filing facts are available, but richer extracted sections are limited.$6.67$4.48$2.19$36.6
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
Nov 12, 2025
Return Version
2024v5.2
Gross Receipts
$37,307,705
Mission and Program Overview

Mission

As the tourism marketing organization for the state of hawai'i, the mission of the hawai'i visitors and convention bureau is to create sustainable, diversified, leisure and business travel demand for the hawaiian islands.

To create sustainable, diversified, leisure and business travel demand for the hawaiian islands.

Balance Sheet Detail
LineBeginningEndChange
Assets
Savings and Temporary Cash Investments$13,573,496$8,133,627▼ $5,439,869
Accounts Receivable$2,355,813$7,807,418▲ $5,451,605
Prepaid Expenses and Deferred Charges$686,901$799,422▲ $112,521
Land, Buildings, and Equipment, Net$115,365$185,118▲ $69,753
Cash and Non-Interest-Bearing Accounts$338,092$106,524▼ $231,568
Total Assets$17,524,510$17,755,287▲ $230,777
Other Assets Total$454,843$723,178▲ $268,335
Liabilities
Accounts Payable and Accrued Expenses$6,091,226$5,160,758▼ $930,468
Unsecured Notes Loans Payable-$3,000,000-
Deferred Revenue$4,912,303$1,441,027▼ $3,471,276
Other Liabilities$567,541$736,324▲ $168,783
Total Liabilities$11,571,070$10,338,109▼ $1,232,961
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$5,953,440$7,417,178▲ $1,463,738
Total Net Assets Fund Balance$5,953,440$7,417,178▲ $1,463,738
Total Liabilities and Net Assets / Fund Balance$17,524,510$17,755,287▲ $230,777

Asset Categories

AssetBook ValueDepreciationBasis
Leasehold Improvements$112,696$1,023,504$1,136,200
Equipment$72,422$964,550$1,036,972
Other Land Buildings$0$714,313$714,313
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
John MonahanFormer President, CEO-$513,027$151,290$664,317
Tom MullenSr VP, COOFT$373,995$132,474$506,469
Jay TalwarSr VP, CMOFT$248,071$99,717$347,788
Lynn WhiteheadVP, Mci Global SalesFT$196,950$44,678$241,628
Susan KanohoExecutive Director, KauaiFT$188,085$49,635$237,720
Kara ImaiSr Director Digital MarketingFT$168,164$59,656$227,820
Adrienne NudoSr Director, Citywide SalesFT$163,949$59,864$223,813
Sherry DuongExecutive Director, MauiFT$134,304$51,364$185,668
Jeffrey EslingerSr Director, Market Insights & CRMFT$139,660$43,716$183,376
Robyn BassoSr Director, Travel TradeFT$141,266$41,122$182,388
Sa TaalaCorporate SecretaryFT$90,373$17,090$107,463
Aaron SalaPresident & CEO, From 9/2024FT$88,976$4,950$93,926
John ReyesSr VP, Mci SalesFT$88,419$2,653$91,072
Barbara OkamotoVP, CRMFT$69,399$6,273$75,672

Board Members and Trustees

NameTitle
Donald TakakiAppointee/compensation Chair
Sean DeeChair
Stephen KaaaFinance Chair
Bradley DoellHawaii Chapter Chair
Jim BramanKauai Chapter Chair
Aaron SalaMarketing Chair, Till 9/2024
Gregg NelsonMaui Chapter Chair
Joe IbarraOahu Chapter Chair
Elliot MillsPast Chair
Aileen UtterdykeDirector
Arthur AiuDirector
Avi MannisDirector
Celeste ConnorsDirector
Greg DickhensDirector
Jerry GibsonDirector
John FinkDirector
Jonathan McmanusDirector
Susie SaxtenDirector
Tom CalameDirector
Matthew PickettHawaii Chapter Director
Jill LowryKauai Chapter Director
Chris RabangMaui Chapter Director
Simeon MirandaOahu Chapter Director
Denise YamaguchiAppointee
Duke Ah MooAppointee
Johan MarzukiAppointee

Highest Paid Contractors

ContractorServicesLocationCompensation
Daniel J Edelman INCSocial Media Placement21992 NETWORK PLACE, Chicago, IL 60673$6,190,540
Omd USA LLCMedia Placement437 MADISON AVENUE, New York, NY 10022$4,759,809
Milici Valenti Ng Pack INCAdvertising, Creative Services745 FORT STREET STE 900, Honolulu, HI 96813$1,440,656
Anthology Marketing Group INCPublic Relations1003 BISHOP STREET STE 900, Honolulu, HI 96813$955,435
Dtl LLCMarketing725 KAPIOLANI BLVD STE C402, Honolulu, HI 96813$878,714
Revenue and Support

Revenue Composition

Contributions and Grants
$33,643,692
Program Service Revenue
$3,219,382
Investment Income
$442,122
Other Revenue
$2,509
Change in Net Assets
$1,463,738

Audited Revenue Reconciliation

Revenue per Audited Statements
$36,941,207
Revenue Not Reported on Financial Statements
$366,498
Revenue Not Reported on Form 990
$0
Other Revenue Adjustments
$366,498
Total Revenue per Audited Statements
$36,941,207
Total Revenue per Form 990
$37,307,705
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$26,669,929
Salaries, Compensation, and Employee Benefits$9,174,038
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising---$20,319,238
Other Salaries and Wages---$5,261,794
Current Officers, Directors, Trustees, and Key Employees---$2,356,156
Information Technology---$1,453,531
Travel---$1,118,431
Occupancy---$897,383
Other Employee Benefits---$723,393
Payroll Taxes---$526,236
Office Expenses---$419,432
Fees for Services Other---$381,139
Pension Plan Contributions---$306,459
Other Expenses---$287,299
Fees for Services Accounting---$237,207
Depreciation Depletion---$70,530
Fees for Services Legal---$26,270
Insurance---$13,984
Conferences and Meetings---$12,431
Total Functional Expenses$0$0$0$35,843,967

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Form 990$35,843,967
Expenses per Audited Statements$35,477,469
Total Expenses per Audited Statements$35,477,469
Expenses Not Reported on Financial Statements$366,498
Other Expense Adjustments$366,498
Expenses Not Reported on Form 990$0
International Activity

International Summary

Offices
0
Employees
1
Spending
$284,300

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 ServiceRepresents Hvcb/hta/hawaii Destination in Showcasing Why Hawaii Is a Great Place to Have Conventions, Corporate Retreats, Incentive Trips Etc. and Link Up Those Interested Parties With Hvcb Cmi Salespeople And/or Hawaii Dmos/hotel Properties/offsite Properties.01$284,300
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
Operating Lease Liabilities$736,324
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
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 A, Line 6

Hvcb is a member organization with 1,031 members. Members are businesses in the state of hawaii that are associated with the hawaii tourism industry, benefit from it, or want to support it. Hvcb has one class of members, all with the same benefits and rights. Active members are eligible for nomination to serve on the hvcb board of directors.

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

A draft of the form 990 is reviewed by the senior vp, coo prior to filing. The form 990 is not reviewed by the board prior to filing but will be discussed with the finance committee board members subsequent to the filing date.

Form 990, Part VI, Section B, Line 12

Hcvb has a conflict of interest policy that is signed annually by all employees, officers, and the board of directors. All policies are reviewed by the director of human resources to determine if any conflicts of interest exist. All potential conflicts of interest are then reviewed by the president, who determines what appropriate action, if any, needs to be taken. Officers, directors and key employees who have a conflict inform the board and recuse themselves from the deliberation and decision making processes.

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

Hcvb has a compensation committee, comprised solely of independent members including an independent compensation expert that approves the compensation of the hvcb president and ceo. The independent compensation expert is provided by the hawaii employers council, a non-profit organization that provides advice to employers on compensation and labor matters, as well as comparability data and wage surveys. The compensation committee met to review the salary of hvcb's president and ceo in april 2023. The compensation committee consists of the independent compensation expert, and two current board members. Comparability data, including similarly qualified persons in functionally comparable positions at similarly situated organizations, is used in determining reasonable compensation. The committee's written records include the (1) terms of the arrangement with the president (including the date the arrangement was approved); (2) a list of members present during the debate on the transaction (and how the members voted when it was approved); (3) a description of the comparable data relied upon by the committee; and (4) any actions taken with respect to consideration of the transactions by members of the committee who had a conflict of interest with respect to the transaction. Deliberations and decisions of the compensation committee are documented by the minutes which are approved at the next committee meeting. An evaluation of the compensation for other officers and key employees was undertaken in april 2023. The hvcb ceo and hvcb hr director reviews and approves compensation of the other hvcb officers and key hvcb employees.

Form 990, Part VI, Section C, Line 19

While federal tax laws do not mandate that the organization's governing documents, conflict of interest policy and financial statements be made available for public inspection, the organization makes its financial statements available upon request.

Filing and Contact Details

Filer

Filer Name
Hawaii Visitors and Convention Bureau
EIN
99-0040323
Phone
8089231811
Address
2270 KALAKAUA AVENUE 801, HONOLULU, HI 96815

Signing Officer

Name
Tom Mullen
Title
Sr VP, COO
Phone
8089231811
Signed
2025-11-12
Discuss with paid preparer
No

Organization Details

Principal Officer
Aaron Sala
Formed
1903
Legal Domicile
Hi
Voting Board Members
27
Independent Board Members
25
Employees
80
Volunteers
26

Preparer

Firm
Kkdly LLC
Address
745 FORT ST STE 2100, HONOLULU, HI 96813
Preparer
Qianying Nichols
Phone
8085213962
Supplemental Narrative

Financial Statement Notes

PART X, LINE 2:

The bureau is an organization exempt from income tax under section 501(c)(6) of the internal revenue code and is generally not subject to federal income taxes. However, the bureau is subject to income taxes on any net income that is derived from a trade or business, regularly carried on, and not in futherance of the purposes for which it was granted exemption. No income tax provision has been recorded as the net income, if any, from any unrelated trade or business, in the opinion of management, is not material to the basic financial statements taken as a whole.

PART XI, LINE 4B - OTHER ADJUSTMENTS:

Reclass of program service revenue from expense 366,498.

PART XII, LINE 4B - OTHER ADJUSTMENTS:

Reclass of program service revenue to revenue 366,498.

Raw XML AppendixShowing 400 of 831 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/Desc0THE HAWAII VISITORS AND CONVENTION BUREAU (HVCB) REPRESENTS THE ISLANDS OF HAWAII IN A HIGHLY COMPETITIVE ARENA OF DESTINATION MARKETING. HVCB PROMOTES LEISURE AND BUSINESS TRAVEL, INCLUDING MEETINGS AND CONVENTIONS, AND ACTS AS A CATALYST FOR IMPROVING AND EXPANDING HAWAII'S WIDE-RANGING PRODUCT OFFERINGS AND EXPERIENCES, WHILE CREATING ECONOMIC OPPORTUNITIES THROUGH TOURISM. HVCB IS ALSO CONTRACTED TO MARKET THE ISLANDS UNDER THE AUSPICES OF THE HAWAII TOURISM AUTHORITY, WHICH HAS GLOBAL OVERSIGHT MATTERS CONCERNING THE VISITOR INDUSTRY.
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IRS990/Form990PartVIISectionAGrp/TitleTxt6DIRECTOR
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IRS990/Form990PartVIISectionAGrp/TitleTxt9DIRECTOR
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IRS990/Form990PartVIISectionAGrp/TitleTxt25PAST CHAIR
IRS990/Form990PartVIISectionAGrp/TitleTxt26SR VP, COO
IRS990/Form990PartVIISectionAGrp/TitleTxt27PRESIDENT & CEO, FROM 9/2024
IRS990/Form990PartVIISectionAGrp/TitleTxt28SR VP, CMO
IRS990/Form990PartVIISectionAGrp/TitleTxt29SR VP, MCI SALES
IRS990/Form990PartVIISectionAGrp/TitleTxt30VP, CRM
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IRS990/Form990PartVIISectionAGrp/TitleTxt34EXECUTIVE DIRECTOR, KAUAI
IRS990/Form990PartVIISectionAGrp/TitleTxt35SR DIRECTOR, TRAVEL TRADE
IRS990/Form990PartVIISectionAGrp/TitleTxt36EXECUTIVE DIRECTOR, MAUI
IRS990/Form990PartVIISectionAGrp/TitleTxt37SR DIRECTOR, MARKET INSIGHTS & CRM
IRS990/Form990PartVIISectionAGrp/TitleTxt38SR DIRECTOR, CITYWIDE SALES
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