2026-03-25T11:52:37-05:00 2025-06-30 593186310 THOMAS HOWELL FERGUSON PA 2615 CENTENNIAL BLVD SUITE 200 TALLAHASSEE FL 32308 990 2024-07-01 593359293 FLORIDA TOURISM INDUSTRY MARKETING CORP INC FLOR 8504885607 101 N MONROE ST SUITE 900 TALLAHASSEE FL 323015015 SHANNA PACE CFO 8504885607 2026-03-25 1 0 STACEY T KOLKA P01371120 8506688100 2024 2025-03-06 01:10:19Z VISIT FLORIDA SHANNA PACE 101 N MONROE ST SUITE 900 TALLAHASSEE FL 323015015 106016623 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 93 32 61186 0 83404776 86202926 22170799 19394078 189082 197111 182426 222508 105947083 106016623 0 0 0 0 9361138 9863437 0 0 0 95655493 95818637 105016631 105682074 930452 334549 45618874 54016595 29500368 37563540 16118506 16453055 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 143 MILLION VISITORS IN FY 2024-25, 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 $133.6 BLLION TO FLORIDA'S ECONOMY IN 2024, GENERATING $15.8 BILLION IN STATE AND LOCAL TAXES AND SUPPORTING 1.8 MILLION FLORIDA JOBS. VISITORS CONTRIBUTE AN AVERAGE OF $350 MILLION PER DAY TO FLORIDA'S ECONOMY. EVERY 80 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 2024-25, 59.0 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 0 1 1 1 0 0 1 1 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 90 0 1 93 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 THE ORGANIZATION 8504885607 101 N MONROE ST SUITE 900 TALLAHASSEE FL 323015015 JENNIFER BERTHIAUME DIRECTOR 1.00 X 0 0 0 JOE COLLIER DIRECTOR 1.00 X 0 0 0 GREG COOK DIRECTOR 1.00 X 0 0 0 BOBBY CORNWELL DIRECTOR 1.00 X 0 0 0 MICHAEL CORRIGAN SECRETARY 1.00 X X 0 0 0 JEANNE DAILEY DIRECTOR 1.00 X 0 0 0 ERNESTO DIAZ DIRECTOR 1.00 X 0 0 0 CAROL DOVER DIRECTOR 1.00 X 0 0 0 ERIN DUGGAN DIRECTOR 1.00 X 0 0 0 MIKE ENGILES DIRECTOR 1.00 X 0 0 0 DANNY GAEKWAD DIRECTOR 1.00 X 0 0 0 SAM HAUGHT DIRECTOR 1.00 X 0 0 0 BLAIR HENSLEY DIRECTOR 1.00 X 0 0 0 MALINDA HORTON TREASURER 1.00 X X 0 0 0 HELENA JAMES-RENDLEMAN DIRECTOR 1.00 X 0 0 0 JOHN LAI CHAIR 1.00 X X 0 0 0 RALPH LEWIS DIRECTOR 1.00 X 0 0 0 KARA LUNDGREN DIRECTOR 1.00 X 0 0 0 TROY MANTHEY DIRECTOR 1.00 X 0 0 0 ERIC MARSHALL VICE CHAIR 1.00 X X 0 0 0 JESSE MARTINEZ DIRECTOR 1.00 X 0 0 0 PHILIP MCDANIEL DIRECTOR 1.00 X 0 0 0 J COLLIER MERRILL DIRECTOR 1.00 X 0 0 0 MIKE MILLER DIRECTOR 1.00 X 0 0 0 ADOLFO M PEREZ DIRECTOR 1.00 X 0 0 0 DAVE SCHMIDT DIRECTOR 1.00 X 0 0 0 CHRISTINA SCHWARTZMAN DIRECTOR 1.00 X 0 0 0 LORETTA SHAFFER DIRECTOR 1.00 X 0 0 0 SCOTT SHALLEY 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 CHIP WILE DIRECTOR 1.00 X 0 0 0 DANA YOUNG PRESIDENT AND CEO 40.00 X 217166 0 49402 SHANNA PACE CHIEF FINANCIAL OFFICER 40.00 X 174681 0 11739 CRAIG A THOMAS COO/GENERAL COUNSEL 40.00 X 169836 0 36311 BRETT S LAIKEN CHIEF MARKETING OFFICER 40.00 X 160227 0 35328 MEREDITH DASILVA VICE PRESIDENT OF OPERATIONS AND ADMINISTRATION 40.00 X 165924 0 46440 DAVID L DODD DIRECTOR OF WELCOME CENTER OPERATIONS 40.00 X 143180 0 45295 DANIELLE S DESTAFNEY VP CONTENT MARKETING 40.00 X 141487 0 45193 MEAGAN H CHIAMARDAS DIRECTOR OF BRAND 40.00 X 136945 0 44921 MATSUJIRO S PFEIFFER DIRECTOR OF TECHNOLOGY OPERATIONS 40.00 X 134085 0 44749 1443531 0 359378 21 0 1 0 O'KEEFE REINHARD & PAUL LLC 328 S JEFFERSON ST SUITE 850 CHICAGO IL 60661 MARKETING 2126157 MILES MEDIA GROUP LLC 6751 PROFESSIONAL PKWY WEST SUITE 2 SARASOTA FL 34240 MARKETING 1662313 SARAH PETER-NO LUGGAGE LLC 3628 CHILHAM PLACE CHARLOTTE NC 28226 MARKETING 425893 NORTHSTAR TRAVEL MEDIA LLC 100 LIGHTING WAY SECAUCUS NJ 07094 MARKETING 400000 TRUCKPRO LC 5396 W 2400 SOUTH WEST VALLEY CITY UT 84120 OFFICE RENT 377400 15 86202926 86202926 ADVERTISING REVENUE 900099 8090739 8090739 COOP. ADVERTISING 900099 6870125 6870125 TRADE SHOWS & EVENTS 900099 2419647 2419647 MEMBERSHIP DUES & ASSESSMENTS 900099 1767987 1767987 WELCOME CENTER 900099 184394 184394 61186 61186 19394078 197111 197111 CITRUS JUICE REVENUE 900099 222000 222000 MISCELLANEOUS 900099 508 508 222508 106016623 19555400 61186 197111 838476 6383451 349563 1764618 527329 26885 51375 4823301 79105170 683336 1371987 683682 2030353 3321750 148957 988622 364255 TOURISM RESEARCH 1543724 FULFILLMENT 225139 CITRUS JUICE 222000 DUES & SUBSCRIPTIONS 191595 36506 105682074 200 200 19980312 28230214 20640934 20684618 1473029 1388709 2942151 2338804 359195 603347 408910 700285 2756294 2409222 45618874 54016595 24379873 33456517 1838368 878781 3282127 3228242 29500368 37563540 X 13953651 14288200 2164855 2164855 16118506 16453055 45618874 54016595 334549 0 X 0 1 X 1 1 1 RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 0 1 0 359767 268813 90954 1325754 844860 480894 1256630 1225131 31499 603347 LEASE LIABILITY 2641537 SUBSCRIPTION LIABILITY 586705 3228242 X 106016623 0 106016623 0 106016623 105682074 0 105682074 0 105682074 PART X, LINE 2: WITH FEW EXCEPTIONS, THE CORPORATION IS NO LONGER SUBJECT TO EXAMINATIONS BY MAJOR TAX JURISDICTIONS FOR YEARS ENDED JUNE 30, 2021 AND PRIOR. EUROPE (INCLUDING ICELAND & GREENLAND) - ALBANIA, ANDORRA, AUSTRIA, BELGIUM 0 3 PROGRAM SERVICES REPRESENT VISIT FLORIDA 2413395 SOUTH AMERICA - ARGENTINA, BOLIVIA, BRAZIL, CHILE, COLUMBIA, ECUADOR, 0 2 PROGRAM SERVICES REPRESENT VISIT FLORIDA 1554112 NORTH AMERICA - CANADA AND MEXICO, BUT NOT THE UNITED STATES 0 1 PROGRAM SERVICES REPRESENT VISIT FLORIDA 452946 EUROPE (INCLUDING ICELAND & GREENLAND) - ALBANIA, ANDORRA, AUSTRIA, BELGIUM 0 0 ADVERTISING ADVERTISE VISIT FLORIDA 589473 NORTH AMERICA - CANADA AND MEXICO, BUT NOT THE UNITED STATES 0 0 ADVERTISING ADVERTISE VISIT FLORIDA 478978 0 6 0 0 0 6 5488904 0 5488904 0 0 0 0 0 0 X 1 1 X X 0 0 0 DANA YOUNG PRESIDENT AND CEO 217166 0 0 0 0 0 12698 0 36704 0 266568 0 0 0 MEREDITH DASILVA VICE PRESIDENT OF OPERATIONS AND ADM 165924 0 0 0 0 0 9955 0 36485 0 212364 0 0 0 CRAIG A THOMAS COO/GENERAL COUNSEL 169836 0 0 0 0 0 10190 0 26121 0 206147 0 0 0 BRETT S LAIKEN CHIEF MARKETING OFFICER 160227 0 0 0 0 0 9614 0 25714 0 195555 0 0 0 DAVID L DODD DIRECTOR OF WELCOME CENTER OPERATION 143180 0 0 0 0 0 8591 0 36704 0 188475 0 0 0 DANIELLE S DESTAFNEY VP CONTENT MARKETING 141487 0 0 0 0 0 8489 0 36704 0 186680 0 0 0 SHANNA PACE CHIEF FINANCIAL OFFICER 174681 0 0 0 0 0 10481 0 1258 0 186420 0 0 0 MEAGAN H CHIAMARDAS DIRECTOR OF BRAND 136945 0 0 0 0 0 8217 0 36704 0 181866 0 0 0 MATSUJIRO S PFEIFFER DIRECTOR OF TECHNOLOGY OPERATIONS 134085 0 0 0 0 0 8045 0 36704 0 178834 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. 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.