2025-02-15T12:07:21-06:00 2024-06-30 593186310 THOMAS HOWELL FERGUSON PA 2615 CENTENNIAL BLVD SUITE 200 TALLAHASSEE FL 32308 990 2023-07-01 593359293 FLORIDA TOURISM INDUSTRY MARKETING CORP INC FLOR 8504885607 101 N MONROE ST SUITE 900 TALLAHASSEE FL 323015015 SHANNA PACE CFO 8504885607 2025-02-11 1 0 STACEY T KOLKA P01371120 8506688100 2023 2025-03-06 01:10:19Z VISIT FLORIDA SHANNA PACE 101 N MONROE ST SUITE 900 TALLAHASSEE FL 323015015 105947083 0 X WWW.VISITFLORIDA.ORG, WWW.VISITFLORIDA.COM X 1995 FL TO PROMOTE VISITATION TO FLORIDA BY STRENGTHENING FLORIDA'S SHARE OF THE GLOBAL TRAVEL MARKET WITH THE GOAL OF MAXIMIZING THE ECONOMIC IMPACT OF TRAVEL AND TOURISM TO FLORIDA. 32 32 96 0 201521 0 67009143 83404776 19377945 22170799 110082 189082 151385 182426 86648555 105947083 0 0 0 0 7742728 9361138 0 0 0 78314732 95655493 86057460 105016631 591095 930452 37630218 45618874 22442164 29500368 15188054 16118506 X TO PROMOTE VISITATION TO FLORIDA BY STRENGTHENING FLORIDA'S SHARE OF THE GLOBAL TRAVEL MARKET WITH THE GOAL OF MAXIMIZING THE ECONOMIC IMPACT OF TRAVEL AND TOURISM TO FLORIDA. 0 0 ADVERTISING - VISIT FLORIDA CONDUCTS MULTI-CHANNEL MARKETING INITIATIVES TO REACH POTENTIAL VISITORS AND DRIVE VISITATION FROM TRAVELERS ALL ACROSS THE UNITED STATES AND INTERNATIONALLY. THESE INITIATIVES ARE MAINLY INTEGRATED MARKETING CAMPAIGNS THAT CONSIST OF ADVERTISING, PUBLIC RELATIONS, CONTENT DEVELOPMENT AND DISTRIBUTION, SPONSORSHIP, DIGITAL MARKETING AND SOCIAL MEDIA.ADVERTISING IMPACT: THE TOURISM INDUSTRY WAS RESPONSIBLE FOR WELCOMING 141.9 MILLION VISITORS IN FY 2023-24, WHICH MAKES THE INDUSTRY ONE OF THE LEADING TAX REVENUE AND JOBS PRODUCERS IN FLORIDA. BASED ON THE LATEST ECONOMIC IMPACT STUDY, FLORIDA VISITORS CONTRIBUTED $127.75 BLLION TO FLORIDA'S ECONOMY IN 2023, GENERATING $17.1 BILLION IN STATE AND LOCAL TAXES AND SUPPORTING 2.1 MILLION FLORIDA JOBS. VISITORS CONTRIBUTE AN AVERAGE OF $350 MILLION PER DAY TO FLORIDA'S ECONOMY. EVERY 66 VISITORS TO THE STATE SUPPORT ONE TOURISM JOB. VISIT FLORIDA HAS SIGNIFICANTLY CONTRIBUTED TO THE CONTINUED INCREASE IN VISITOR SPENDING, TAX REVENUE, AND JOB CREATION. FOR EVERY $1 THE STATE INVESTS IN VISIT FLORIDA, $3.27 IN TAX REVENUE IS RETURNED. IN FISCAL YEAR 2023-24, 56.3 PERCENT OF VISITORS WERE SIGNIFICANTLY INFLUENCED BY VISIT FLORIDA MARKETING EFFORTS. COOPERATIVE PROMOTIONAL PROGRAMS: VISIT FLORIDA ASSISTS INTERESTED PARTIES IN ORGANIZING FLORIDA PROMOTIONAL PACKAGES. IN RETURN FOR VISIT FLORIDA'S ASSISTANCE, VISIT FLORIDA AND OTHER PARTICIPANTS RECEIVE COMPLIMENTARY ADVERTISING IN VARIOUS PRINT, TELEVISION, DIGITAL AND RADIO MEDIA USED IN PROMOTING THE PACKAGE. TRADE SHOWS: VISIT FLORIDA HOSTS THE ANNUAL GOVERNOR'S CONFERENCE ON TOURISM. THE CONFERENCE OUTLINES THE MARKETING PLAN, PROVIDES EDUCATIONAL SPEAKERS, VENDORS AND NETWORKING OPPORTUNITIES. VISIT FLORIDA HOSTS FLORIDA ENCOUNTER, AN APPOINTMENT-BASED SHOW WHERE MEETING PROFESSIONALS MEET WITH FLORIDA SUPPLIERS TO BOOK FUTURE BUSINESS. VISIT FLORIDA HOSTS FLORIDA HUDDLE, ANOTHER APPOINTMENT-BASED SHOW WHERE TOUR OPERATORS FROM ACROSS THE STATE MEET WITH DOMESTIC AND INTERNATIONAL BUYERS TO BOOK FUTURE BUSINESS. IN ADDITION TO THESE VISIT FLORIDA-OWNED TRADE SHOWS, THE MARKETING AND EVENTS DEPARTMENT WORKS CLOSELY WITH KEY TRAVEL AGENTS, TOUR OPERATORS AND MEETING PROFESSIONALS TO KEEP FLORIDA IN THE DESTINATION FOREFRONT. THEY ALSO ORGANIZE EDUCATIONAL SEMINARS, RESERVATION TRAINING, FAMILIARIZATION TOURS, TRADE SHOWS AND CONSUMER SHOWS AND INVITE THE FLORIDA INDUSTRY TO PARTICIPATE IN THESE EVENTS TO CREATE A LARGER FLORIDA PRESENCE. 0 1 0 1 0 0 0 0 0 1 0 0 1 0 1 1 0 0 1 1 0 0 0 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 0 0 0 1 103 0 1 96 1 1 1 0 0 0 0 0 0 0 X 32 32 0 0 0 0 0 1 1 1 1 0 0 0 1 1 1 1 1 1 1 0 X X SHANNA PACE 8504885607 101 N MONROE ST SUITE 900 TALLAHASSEE FL 32301 ADOLFO M PEREZ DIRECTOR 1.00 X 0 0 0 BOBBY CORNWELL DIRECTOR 1.00 X 0 0 0 CAROL DOVER DIRECTOR 1.00 X 0 0 0 CASANDRA MATEJ DIRECTOR 1.00 X 0 0 0 CHIP WILE TREASURER 1.00 X 0 0 0 DANNY GAEKWAD DIRECTOR 1.00 X 0 0 0 DAVE SCHMIDT DIRECTOR 1.00 X 0 0 0 ERIC MARSHALL DIRECTOR 1.00 X 0 0 0 ERNESTO DIAZ DIRECTOR 1.00 X 0 0 0 GREG COOK IMMEDIATE PAST CHAIR 1.00 X 0 0 0 HELENA JAMES-RENDLEMAN DIRECTOR 1.00 X 0 0 0 JEANNE DAILEY DIRECTOR 1.00 X 0 0 0 JENNIFER BERTHIAUME DIRECTOR 1.00 X 0 0 0 JENNIFER ROMINIECKI CHAIR 1.00 X 0 0 0 JESSE MARTINEZ DIRECTOR 1.00 X 0 0 0 JOE COLLIER DIRECTOR 1.00 X 0 0 0 JOHN LAI VICE CHAIR 1.00 X 0 0 0 JOHN SOLOMON DIRECTOR 1.00 X 0 0 0 JOSE CIL DIRECTOR 1.00 X 0 0 0 KARA LUNDGREN DIRECTOR 1.00 X 0 0 0 KERRY MORRISSEY DIRECTOR 1.00 X 0 0 0 MALINDA HORTON SECRETARY 1.00 X 0 0 0 MICHAEL CORRIGAN DIRECTOR 1.00 X 0 0 0 MIKE ENGILES DIRECTOR 1.00 X 0 0 0 MIKE MILLER DIRECTOR 1.00 X 0 0 0 PATRICK MURPHY DIRECTOR 1.00 X 0 0 0 PHILIP MCDANIEL DIRECTOR 1.00 X 0 0 0 ROBERT SKROB DIRECTOR 1.00 X 0 0 0 ROBERT WELLS DIRECTOR 1.00 X 0 0 0 SAM HAUGHT DIRECTOR 1.00 X 0 0 0 SCOTT SHALLEY DIRECTOR 1.00 X 0 0 0 TROY MANTHEY DIRECTOR 1.00 X 0 0 0 CRAIG A THOMAS COO/GENERAL COUNSEL 40.00 X 147185 0 34448 DANA YOUNG PRESIDENT AND CEO 40.00 X 196257 0 45526 SHANNA PACE CHIEF FINANCIAL OFFICER 40.00 X 151973 0 10289 BRETT S LAIKEN SENIOR VICE PRESIDENT OF MARKETING 40.00 X 135422 0 31828 DAVID L DODD DIRECTOR OF WELCOME CENTER OPERATIONS 40.00 X 138339 0 42051 MATSUJIRO S PFEIFFER DIRECTOR OF TECHNOLOGY OPERATIONS 40.00 X 125957 0 41308 MEAGAN H CHIAMARDAS DIRECTOR OF BRAND 40.00 X 127491 0 41400 MEREDITH DASALIVA VP OF EXECUTIVE OPERATIONS AND ADMINISTRATION 40.00 X 143782 0 42181 1166406 0 289031 16 0 1 0 MILES MEDIA GROUP LLC 6751 PROFESSIONAL PKWY WEST SUITE 2 SARASOTA FL 34240 MARKETING 1346781 BRAND NETWORKS LLC 40 BROAD STREET FLOOR 6 BOSTON MA 02109 SOCIAL MEDIA MARKETING 614625 TRUCKPRO LLC 5396 W 2400 SOUTH WEST VALLEY CITY UT 84120 OFFICE RENT 392102 DEVELOPMENT COUNCELLORS INT'L LTD 215 PARK AVE S 10TH FLR NEW YORK NY 10003 PR AND TRADE SERVICES 348875 NORTHSTAR TRAVEL MEDIA LLC 100 LIGHTING WAY SECAUCUS NJ 07094 MARKETING 312500 14 83404776 83404776 ADVERTISING REVENUE 900099 10708455 10708455 COOP. ADVERTISING 900099 6675043 6675043 TRADE SHOWS & EVENTS 900099 2483271 2483271 MEMBERSHIP DUES & ASSESSMENTS 900099 1862587 1862587 WELCOME CENTER 900099 239547 239547 201896 375 201521 22170799 189082 189082 CITRUS JUICE REVENUE 900099 169924 169924 MISCELLANEOUS 900099 12502 12502 182426 105947083 22151704 201521 189082 663145 6103810 403815 1650526 539842 9414 45625 4310627 78566375 431642 1622946 594750 2334150 4087679 129302 725735 315523 TOURISM RESEARCH 1917550 FULFILLMENT 190305 CITRUS JUICE 169924 DUES & SUBSCRIPTIONS 163996 39950 105016631 200 200 11844032 19980312 20328441 20640934 952501 1473029 2708302 2349107 495900 359195 657762 408910 3351382 2756294 37630218 45618874 17203436 24379873 1126642 1838368 4112086 3282127 22442164 29500368 X 13023199 13953651 2164855 2164855 15188054 16118506 37630218 45618874 930452 0 X 0 1 X 1 1 1 RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 0 1 0 388660 259814 128846 1063010 891161 171849 1256632 1198132 58500 359195 LEASES 2756294 2756294 LEASE LIABILITY 2926975 SUBSCRIPTION LIABILITY 355152 3282127 X 105947083 0 105947083 0 105947083 105016631 0 105016631 0 105016631 PART X, LINE 2: WITH FEW EXCEPTIONS, THE CORPORATION IS NO LONGER SUBJECT TO EXAMINATIONS BY MAJOR TAX JURISDICTIONS FOR YEARS ENDED JUNE 30, 2020 AND PRIOR. EUROPE (INCLUDING ICELAND & GREENLAND) - ALBANIA, ANDORRA, AUSTRIA, BELGIUM 0 2 PROGRAM SERVICES REPRESENT VISIT FLORIDA 2333030 SOUTH AMERICA - ARGENTINA, BOLIVIA, BRAZIL, CHILE, COLUMBIA, ECUADOR, 0 7 PROGRAM SERVICES REPRESENT VISIT FLORIDA 1649168 NORTH AMERICA - CANADA AND MEXICO, BUT NOT THE UNITED STATES 0 1 PROGRAM SERVICES REPRESENT VISIT FLORIDA 578344 EUROPE (INCLUDING ICELAND & GREENLAND) - ALBANIA, ANDORRA, AUSTRIA, BELGIUM 0 0 ADVERTISING ADVERTISE VISIT FLORIDA 1484509 NORTH AMERICA - CANADA AND MEXICO, BUT NOT THE UNITED STATES 0 0 ADVERTISING ADVERTISE VISIT FLORIDA 132069 0 10 0 0 0 10 6177120 0 6177120 0 0 0 0 0 0 X 1 1 X X 0 0 0 DANA YOUNG PRESIDENT AND CEO 196257 0 0 0 0 0 11775 0 33751 0 241783 0 0 0 MEREDITH DASALIVA VP OF EXECUTIVE OPERATIONS AND ADMIN 143782 0 0 0 0 0 8627 0 33554 0 185963 0 0 0 CRAIG A THOMAS COO/GENERAL COUNSEL 147185 0 0 0 0 0 8831 0 25617 0 181633 0 0 0 DAVID L DODD DIRECTOR OF WELCOME CENTER OPERATION 138339 0 0 0 0 0 8300 0 33751 0 180390 0 0 0 MEAGAN H CHIAMARDAS DIRECTOR OF BRAND 127491 0 0 0 0 0 7649 0 33751 0 168891 0 0 0 MATSUJIRO S PFEIFFER DIRECTOR OF TECHNOLOGY OPERATIONS 125957 0 0 0 0 0 7557 0 33751 0 167265 0 0 0 BRETT S LAIKEN SENIOR VICE PRESIDENT OF MARKETING 135422 0 0 0 0 0 8125 0 23703 0 167250 0 0 0 SHANNA PACE CHIEF FINANCIAL OFFICER 151973 0 0 0 0 0 9118 0 1171 0 162262 0 0 0 PART I, LINE 1A FIRST CLASS TRAVEL: THE ORGANIZATION'S TRAVEL POLICY DOES NOT PERMIT EMPLOYEES TO TRAVEL FIRST CLASS VIA AIR; HOWEVER, EXCEPTIONS CAN BE MADE DUE TO EXTENUATING CIRCUMSTANCES. CAROL DOVER BOARD MEMBER 1053474 THERE ARE CONTRACTS BETWEEN VISIT FLORIDA AND FRLA AND BOARD MEMBER CAROL DOVER IS FRLA'S PRESIDENT/CEO. FOR FISCAL YEAR 2024, THE DEPARTMENT OF BUSINESS PROFESSIONAL REGULATION (DBPR), IN ITS DIVISION OF HOTELS & RESTAURANTS, RECEIVED A $1,000,000 APPROPRIATION FOR THE FRLA IN-STATE TOURISM MARKETING CAMPAIGN APPROPRIATIONS PROJECT. THIS PROJECT ALLOWED VISIT FLORIDA TO CONTRACT WITH FRLA FOR $1,000,000 TO DEVELOP AN EVENTS PROGRAM TO PROMOTE FLORIDA TOURISM TO RESIDENTS OF THE STATE. VISIT FLORIDA INVOICED DBPR QUARTERLY AND AS THE EVENTS WERE EXECUTED AND RECONCILED VISIT FLORIDA SUBMITS PAYMENTS TO FRLA. FRLA ALSO PROVIDED A MATCH OF $1,755,000 DURING THE FISCAL YEAR. IN ADDITION, VISIT FLORIDA HAD SPONSORSHIP AGREEMENTS TOTALING $52,500 WITH FRLA FOR SEVERAL OF THEIR PROGRAMS THROUGHOUT THE YEAR. FRLA SPENT $974 PARTICIPATING IN VARIOUS PROGRAMS AND/OR EVENTS WITH VISIT FLORIDA. 0 CASANDRA MATEJ BOARD MEMBER 831905 ORLANDO/ORANGE COUNTY CONVENTION & VISITORS BUREAU, INC. DBA VISIT ORLANDO SPENT $731,905 PARTICIPATING IN VARIOUS PROGRAMS AND/OR EVENTS WITH VISIT FLORIDA. VISIT FLORIDA CONTRACTED $100,000 WITH VISIT ORLANDO FOR A COOPERATIVE MARKETING CAMPAIGN. BOARD MEMBER CASANDRA MATEJ IS VISIT ORLANDO'S PRESIDENT/CEO. 0 SCH L, PART IV, BUSINESS TRANSACTIONS INVOLVING INTERESTED PERSONS: FORM 990, PART VI, SECTION A, LINE 7A THE BOARD OF DIRECTORS IS COMPOSED OF 32 TOURISM-RELATED SEATS APPOINTED BY FLORIDA DEPARTMENT OF COMMERCE. FORM 990, PART VI, SECTION A, LINE 7B VISIT FLORIDA WAS CREATED BY FLORIDA STATUTE 288.1226, AS A DIRECT-SUPPORT ORGANIZATION OF FLORIDA DEPARTMENT OF COMMERCE AND IMPLEMENTS THE POLICIES, GOALS, AND LONG RANGE MARKETING PLAN. FORM 990, PART VI, SECTION B, LINE 11B AFTER REVIEW BY VISIT FLORIDA'S ACCOUNTING MANAGEMENT, AS PREPARED BY AN INDEPENDENT CPA, A COPY OF THE 990 AND ACCOMPANYING SCHEDULES ARE GIVEN TO THE AUDIT COMMITTEE FOR REVIEW. AFTER THE AUDIT COMMITTEE'S REVIEW, THE FORM 990 AND ACCOMPANYING SCHEDULES ARE FILED BY THE INDEPENDENT CPA WITH THE INTERNAL REVENUE SERVICE CENTER AND THE COMMITTEE REPORTS THEIR REVIEW TO VISIT FLORIDA'S BOARD OF DIRECTORS. FORM 990, PART VI, SECTION B, LINE 12C VISIT FLORIDA, AS A PART OF ITS CORPORATE CODE OF ETHICS AND STANDARDS OF CONDUCT POLICY, HAS A CONFLICT OF INTEREST STATEMENT. EACH YEAR, THE BOARD MEMBERS REAFFIRM VIA ELECTRONIC SIGNATURE THEIR OBLIGATIONS UNDER THE ADOPTED POLICY. IN ADDITION, THE BOARD MEMBERS ANNUALLY DISCLOSE ANY TRANSACTIONS ON BEHALF OF THEMSELVES, THEIR PRINCIPAL, THEIR PRINCIPAL'S CORPORATE PARENT(S), OR THEIR PRINCIPAL'S SUBSIDIARIES RELATED TO VISIT FLORIDA'S PRIVATE MATCH REQUIREMENT. ADDITIONALLY, VISIT FLORIDA'S POLICIES AND PROCEDURES RELATED TO SELECTING A GOODS OR SERVICE PROVIDER OUTLINES THAT ALL TRANSACTIONS SHOULD BE CONDUCTED AT ARM'S LENGTH AND MANAGEMENT SHOULD REFRAIN FROM CONTRACTING OR ACQUIRING GOODS OR SERVICES FROM FAMILY MEMBERS THAT WILL REPORT OR SEE DIRECTION DIRECTLY FROM THEM OR A DEPARTMENT MANAGER THAT REPORTS TO THEM. FORM 990, PART VI, SECTION B, LINE 15 THE BOARD OF DIRECTORS APPROVED THE PRESIDENT AND CEO'S SALARY, NOTING THEY WOULD SERVE WITHOUT A CONTRACT. EACH YEAR, THE NOMINATING COMMITTEE WILL PERFORM A REVIEW OF THE PRESIDENT AND CEO'S PERFORMANCE AND REPORT TO THE BOARD OF DIRECTORS ANY RECOMMENDATIONS. COMPENSATION FOR ALL OTHER EMPLOYEES, INCLUDING OTHER OFFICERS AND KEY EMPLOYEES, IS SET BY THE PRESIDENT AND CEO UTILIZING COMPARABILITY DATA AND SALARY RANGE GUIDANCE PROVIDED BY AN INDEPENDENT THIRD PARTY WHICH IS UPDATED EVERY THREE YEARS. ALL MEMBERS OF THE BOARD OF DIRECTORS SERVE WITHOUT COMPENSATION. FORM 990, PART VI, SECTION C, LINE 19 VISIT FLORIDA MAKES ITS GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY, FINANCIAL STATEMENTS AND OTHER FINANCIAL AND AUDITING REPORTS AVAILABLE TO THE PUBLIC DURING THE TAX YEAR UPON REQUEST. ADDITIONALLY, MANY OF THE DOCUMENTS ARE MADE PUBLIC THROUGH PUBLICLY NOTICED AND CONDUCTED MEETINGS OF THE BOARD OF DIRECTORS AT WHICH THESE ITEMS ARE DISCUSSED. MANY OF THESE DOCUMENTS ARE ALSO POSTED ON THE ORGANIZATION'S WEBSITE, VISITFLORIDA.ORG, WHICH CONTAINS INSTRUCTIONS ON HOW TO REQUEST AND RECEIVE ANY OTHER ITEM OF INTEREST MADE PUBLIC BY OPERATION OF FLORIDA'S OPEN RECORDS LAWS.