HIGHWAY 1 TOURISM ALLIANCE
Cite this
Plain text HIGHWAY 1 TOURISM ALLIANCE. Strategy Studio, nonprofit organization profile, tax years 2025. https://strategystudio.org/org/334090763. Retrieved 2026-10-18.
APA Strategy Studio. (n.d.). HIGHWAY 1 TOURISM ALLIANCE [Nonprofit organization profile; tax years 2025]. Retrieved October 18, 2026, from https://strategystudio.org/org/334090763
MLA “HIGHWAY 1 TOURISM ALLIANCE.” Strategy Studio, tax years 2025, https://strategystudio.org/org/334090763. Accessed 18 Oct. 2026.
Retrieved 2026-10-18; covers tax years 2025. Data: Strategy Studio, CC BY 4.0.
2025 · Form 990 · revenue $2.5M · expenses $67K · assets $2.5M
- EIN
- 33-4090763
- Address
- 81 HIGUERA ST STE 220, SN LUIS OBISP, CA 93401-5421
- Website
- WWW.HIGHWAY1ROADTRIP.COM
- NTEE code
- S41
- Subsection
- 501(c)(6)
- Ruling year
- 2025
- Cross-check
- ProPublica Nonprofit Explorer
Mission
TO IMPROVE BUSINESS CONDITIONS AND THE BUSINESS ENVIRONMENT FOR LODGING BUSINESSES IN THE COUNTY OF SAN LUIS OBISPO THROUGH THE OPERATION OF A TOURISM DISTRICT AND OTHER ACTIVITIES.
Each tax year counts once: when a return was amended, only the latest return for that period is used below (superseded returns stay listed, greyed, under Finances).
People paid by the organization
No one listed on these returns was paid.
Unpaid officers and directors · 7 people
| Name | Latest title | Years | Organizations |
|---|---|---|---|
| Aaron Graves | CHAIR | 2025 | 2 |
| Melissa Kurry | VICE CHAIR | 2025 | 1 |
| Mike Hanchett | SECRETARY/TREASURER | 2025 | 1 |
| Laila Fiege-Kollmann | BOARD MEMBER | 2025 | 1 |
| Gary Setting | BOARD MEMBER | 2025 | 1 |
| Bram Winter | BOARD MEMBER | 2025 | 1 |
| Cheryl Cumming | CAO | 2025 | 1 |
People by year
2025 · 7 people listed · none paid · 0 employees · 6 volunteers
| Name | Title | Hrs/wk | From org | From related | Other | Total | Orgs |
|---|---|---|---|---|---|---|---|
| AARON GRAVES | CHAIR | 3 | $0 | $0 | $0 | $0 | 2 |
| MELISSA KURRY | VICE CHAIR | 3 | $0 | $0 | $0 | $0 | 1 |
| MIKE HANCHETT | SECRETARY/TREASURER | 3 | $0 | $0 | $0 | $0 | 1 |
| LAILA FIEGE-KOLLMANN | BOARD MEMBER | 3 | $0 | $0 | $0 | $0 | 1 |
| GARY SETTING | BOARD MEMBER | 3 | $0 | $0 | $0 | $0 | 1 |
| BRAM WINTER | BOARD MEMBER | 3 | $0 | $0 | $0 | $0 | 1 |
| CHERYL CUMMING | CAO | 25 | $0 | $0 | $0 | $0 | 1 |
Highest-paid independent contractors
No independent contractors reported.
Who gave
Contributor names are not public for this form type.
Public charities filing Form 990 or 990-EZ report large donors on Schedule B, but the IRS withholds their names and addresses from public copies. Private foundations (990-PF) are different: their contributors are public.
Finances
Newest first. Each filing: its name on one row, its figures on the row beneath. Greyed filings are superseded by a later return for the same period and are left out everywhere else on this page.
| Revenue | Expenses | Assets | Net assets | Contributions | Program revenue | Officer pay | Employees | Volunteers |
|---|---|---|---|---|---|---|---|---|
| 2025 · Form 990 | ||||||||
| $2,487,438 | $66,558 | $2,453,898 | $2,420,880 | $1,903,162 | $584,276 | - | 0 | 6 |
Funders of this organization
Not reported: no grants to this organization appear in the filings we have (tax years 2010 to 2025).
Similar organizations
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| Organization | State | NTEE | Latest revenue | Latest expenses | Top-paid title | Top pay | Why similar |
|---|---|---|---|---|---|---|---|
| SAN JOSE HOTELS INCORPORATED | CA | S41 | $3,112,440 | $3,594,915 | CFO | $447,241 | Same NTEE code S41, revenue within 2x, same state, similar mission |
| YOSEMITE-MARIPOSA COUNTY TOURISM BUREAU INC | CA | S41 | $3,062,202 | $2,999,392 | Executive Dir. | $199,085 | Same NTEE code S41, revenue within 2x, same state |
| VENICE BEACH PROPERTY OWNERS ASSOCIATION | CA | S41 | $2,109,507 | $2,354,910 | EXECUTIVE DIRECTOR | $159,981 | Same NTEE code S41, revenue within 2x, same state, similar mission |
| WIRELESS BROADBAND ALLIANCE INC | CA | S41 | $2,451,201 | $2,458,504 | DIRECTOR | $0 | Same NTEE code S41, revenue within 2x, same state |
| VISIT OCEANSIDE INC | CA | S41 | $3,669,569 | $3,669,569 | Director | $0 | Same NTEE code S41, revenue within 2x, same state, similar mission |
| CORONADO TOURISM IMPROVEMENT DISTRICT | CA | S41 | $1,893,408 | $2,118,335 | EXECUTIVE DIRECTOR | $125,000 | Same NTEE code S41, revenue within 2x, same state |
| RANCHO CORDOVA TRAVEL AND TOURISM CORPORATION | CA | S41 | $2,160,652 | $2,808,978 | President & CEO | $320,845 | Same NTEE code S41, revenue within 2x, same state |
| SOUTH PLACER COUNTY TOURISM CORPORATION | CA | S41 | $2,402,215 | $1,813,317 | CEO | $223,292 | Same NTEE code S41, revenue within 2x, same state |
| SUPPLY CHAIN FEDERATION | CA | S41 | $1,605,209 | $1,592,991 | Treasurer | $0 | Same NTEE code S41, revenue within 2x, same state, similar mission |
| CENTURY CITY BID ASSOCIATION | CA | S41 | $1,996,076 | $2,193,264 | EXECUTIVE DIRECTOR | $135,025 | Same NTEE code S41, revenue within 2x, same state |
| RECREATIONAL OFF-HIGHWAY VEHICLE ASSOCIATION | CA | S41 | $2,839,633 | $3,009,840 | SR. VP, GOVT'T RELATIONS | $559,044 | Same NTEE code S41, revenue within 2x, same state |
| VENTURA COUNTY LODGING ASSOCIATION | CA | S41 | $3,508,919 | $3,278,438 | Chairman | $0 | Same NTEE code S41, revenue within 2x, same state |
| CALIFORNIA STATE FIREFIGHTERS ASSOCIATION | CA | S41 | $1,612,553 | $1,577,626 | Secretary | $0 | Same NTEE code S41, revenue within 2x, same state |
| WORLD AVOCADO ORGANIZATION | CA | S41 | $3,957,886 | $2,597,759 | CHAIRMAN | $0 | Same NTEE code S41, revenue within 2x, same state |
| MARINE EXCHANGE OF THE SAN FRANCISCO BAY REGION | CA | S41 | $2,181,349 | $2,055,998 | Executive Dir. | $150,000 | Same NTEE code S41, revenue within 2x, same state |
| AMERICAN ALBACORE FISHING ASSOCIATION INC | CA | S41 | $1,650,387 | $1,560,069 | PRESIDENT | $0 | Same NTEE code S41, revenue within 2x, same state |
| CALIFORNIA ASIAN PACIFIC CHAMBER OF COMMERCE | CA | S41 | $4,323,239 | $4,444,258 | DIRECTOR | $0 | Same NTEE code S41, revenue within 2x, same state |
| SILICON VALLEY TAX DIRECTORS GROUP | CA | S41 | $1,590,404 | $1,667,359 | CO-CHAIRPERS | $0 | Same NTEE code S41, revenue within 2x, same state |
| OPTICAL INTERNETWORKING FORUM | CA | S41 | $1,823,849 | $1,456,034 | Secretary/Treas | $0 | Same NTEE code S41, revenue within 2x, same state |
| TEMECULA VALLEY CONVENTION &VISITORS BUREAU | CA | S41 | $4,021,170 | $4,017,392 | PRESIDENT & CEO | $153,444 | Same NTEE code S41, revenue within 2x, same state |
| DOWNTOWN POMONA OWNERS ASSOCIATION | CA | S41 | $1,934,471 | $1,638,069 | Director | $0 | Same NTEE code S41, revenue within 2x, same state |
| ORANGE COUNTY TECHNOLOGY ACTION NETWORK | CA | S41 | $2,960,402 | $3,521,503 | CEO/PRESIDENT | $433,732 | Same NTEE code S41, revenue within 2x, same state |
| CALPACE | CA | S41 | $1,603,796 | $1,314,697 | CEO | $274,026 | Same NTEE code S41, revenue within 2x, same state |
| ENVIROCERT INTERNATIONAL INC | CA | S41 | $1,760,677 | $2,091,297 | Director/COO | $187,214 | Same NTEE code S41, revenue within 2x, same state |
| REDF IMPACT INVESTING FUND | CA | S41 | $1,797,305 | $984,190 | CHIEF EXECUTIVE OFFICER | $312,652 | Same NTEE code S41, revenue within 2x, same state |
Who funds organizations like this
Grantors that funded the 100 most similar organizations. Ranked by total given to them. Foundations (990-PF) and donor-advised fund sponsors only. Same matching as Funders above (by EIN, or by name for foundations).
The full list · all similar organizations
Where the money went
Every expense line on each return, biggest first: Form 990 Part IX (with its program, management and fundraising columns), 990-EZ Part I, or 990-PF Part I. Event marks lines the organization itself describes as events. “Events” in each summary adds those lines, conferences and meetings, and the direct costs of fundraising events. Unusual is not the same as improper. Many of these patterns have ordinary explanations. Check the filing.
2025 · Form 990 · $66,558 spent · pay $38,559 · grants $0 · events $0
| Line | As described | Total | Program | Management | Fundraising | Share |
|---|---|---|---|---|---|---|
| Pay: disqualified persons | $38,559 | - | - | - | 57.9% | |
| Fees: other services | $11,586 | - | - | - | 17.4% | |
| Other (as described) | TRADE AND MEDIA | $7,456 | - | - | - | 11.2% |
| Fees: legal | $5,200 | - | - | - | 7.8% | |
| Insurance | $2,696 | - | - | - | 4.1% | |
| Travel | $624 | - | - | - | 0.9% | |
| Occupancy | $437 | - | - | - | 0.7% | |
| Total | $66,558 | 100% |