Visit Indy INC

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EIN 35-0413010 Business league / trade association Indianapolis, IN
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Revenue & expenses by yearFY2020–FY2024
Revenue
$18.8M
FY2024▲ +15%
Expenses
$17.6M
FY2024▲ +14%

Form 990 for the fiscal year ending December 2024 (IRS tax year 2024).


Promotes Indianapolis tourism and economic growth by providing information and services to visitors and marketing the city as a premier travel destination. For fiscal year 2024 it reported $18.8M in revenue, $17.6M in expenses, and $17.1M in net assets.Pt I

Founded
1932
Type
Business league / trade association · Nonprofit
Location
Indianapolis, IN
Website
www.visitindy.com
Filings
5 on file (2020–2024)
Revenue
$18.8MFY2024
Expenses
$17.6M
Net assets
$17.1M
People
52
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Figures match the IRS filing checked 8/11/26 · see original: IRS
Provided by the organization

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Size
$10–100M
What they do
Promotes Indianapolis tourism and economic growth by providing information and services to visitors and marketing the city as a premier travel destination.
Leadership
Leonard Hoops · President & CEO · $804K
Money in and out
$18.8M revenue, $17.6M expenses
Bottom line
+6% operating surplus

What Funders Ask

6 questions, answered from this org's own filings

Will my donation be tax-deductible?

WARNING

No — not deductible

IRS records this as a A business league, chamber of commerce, or trade association. Contributions are generally not tax-deductible.; contributions are not deductible as charitable gifts. See detail →

Can I donate to this org right now?

GOOD

No revocation on IRS record

This EIN does not appear on the IRS auto-revocation list. See detail →

Is this organization up to date?

GOOD

Filed FY2024 (typical filing lag)

Most recent Form 990 on file is for fiscal year 2024 (2 years ago). See detail →

Is it receiving grants from reputable foundations?

GOOD

1 funder — Ivy Tech Foundation INC

1 distinct foundation funder(s) on file, $5K received in the most recent year with grants. See detail →

How is the money spent?

NEUTRAL

Not on file

Program vs. overhead split is not on file for this EIN's most recent filing. See detail →

What's its financial size and trend?

NEUTRAL

$10–100M · ↑ +15% vs prior year

Revenue band $10–100M, +15% versus the prior filing year (up). See detail →

Membership & operating revenue · FY2024
Total revenue
$18.8M
Pt VIII · Ln 12
Total expenses
$17.6M
Pt IX · Ln 25
Net assets
$17.1M
Pt X · Ln 32
Revenue less expenses (Pt I · Ln 19): $1.2M
Operating surplus
+6%
revenue over expenses▲ +20% vs prior filing year
Earned revenue
10%
of revenue from program services & dues▲ +20% vs prior filing year
Payroll share
53%
of spending is salaries & benefits▼ -7% vs prior filing year

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Summary of the Filing

Part I · fiscal year 2024 · Form 990
Total assets
$21.4M
FY2024▲ +8%
Total liabilities
$4.4M
FY2024▲ +9%
Revenue less expensesPt I · Ln 19$1.2M
Total assetsPt X · Ln 16$21.4M
Program-expense ratioPt IX · col B—
Voting members of governing bodyPt I · Ln 327
Independent voting membersPt I · Ln 426

Identity & Classification

Form 990 Header · IRS Business Master File
Legal name (IRS)Hdr · item CVisit Indy INC
EINHdr · item D35-0413010
Principal addressHdr · item CIndianapolis, IN
WebsiteHdr · item Jwww.visitindy.com
Year of formationHdr · item L1932
State of legal domicileHdr · item MIN
Exempt statusHdr · item I501(c)(6) · active
NTEE classificationIRS BMFNonprofit
Ruling yearIRS BMFAug 1946

Governance & Policies

Part VI
Voting members of the governing bodyPt VI · Ln 1a27
Independent voting membersPt VI · Ln 1b26
Conflict-of-interest policyPt VI · Ln 12aYes
Whistleblower policyPt VI · Ln 13Yes
Document retention policyPt VI · Ln 14Yes
CEO/top-official compensation independently reviewedPt VI · Ln 15aYes
Family or business relationships among officers/directorsPt VI · Ln 2Yes

Officers, Directors & Key Employees

Part VII, Section A · reportable compensation
President & CEO
$804,384Pt VII · Sec A
Exec. VP and Chief Marketi
$378,400Pt VII · Sec A
Exec. VP and Chief Operati
$360,813Pt VII · Sec A
SVP and Chief Sales Office
$353,276Pt VII · Sec A
SVP & Chief Destination Ex
$273,742Pt VII · Sec A
VP & Chief Destination Exp
$261,139Pt VII · Sec A
Senior Director of Sales
$174,474Pt VII · Sec A
Senior National Account Director
$163,581Pt VII · Sec A

Compensation history total reportable pay by year · 8 named individuals · Part VII

NameFY2024FY2023FY2022FY2021FY2020
Leonard Hoops—$899,447$817,318$584,890$683,579
Leonard Hoops$804,384————
Daren Kingi—$409,077$356,100$256,858$276,413
Christopher Gahl—$398,900$322,423$203,970$224,231
James Wallis—$380,358$345,861$273,348$272,918
Christopher Gahl$378,400————
James Wallis$360,813————
Daren Kingi$353,276————

Total reportable compensation (Form 990 Part VII column D / Schedule J column E) by filing year, matched by name within this organization. The Schedule J base / bonus / deferred breakdown is not parsed into this dataset.

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Mission & Programs · Part III

Where the work happens

3 program services, described in the organization's own filed words · FY2024.
01

Solicited and booked conventions, expositions, trade shows and other meetings and worked in conjunction with the staff of the Indianapolis convention center on all conventions in that facility.

Pt IX · col B
02

Assisted the capital improvement board and Marion County member businesses by marketing their facilities, products and services to visiting groups, individuals, and the leisure traveler.

Pt IX · col B
03

Assisted visitors by providing services and information.

Pt IX · col B

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Statement of Revenue

Part VIII
Contributions & grants$15.7M · 84%
Program service revenue$1.9M · 10%
Investment income$1.1M · 6%
Contributions & grants84%$15.7M
Program service revenue10%$1.9M
Investment income6%$1.1M
— government grantsLn 1e$14.8M
Total revenueLn 12$18.8M

Balance Sheet

Part X · end of year
CashLn 1$10.1M
Total assetsLn 16$21.4M
Total liabilitiesLn 26$4.4M
Total net assetsLn 32$17.1M
Months of cash on handcomputed6.9

Financial Metrics

Form 990 · FY2024 · each ratio shown with the dollars behind it
Liquidity & Payout
Operating runway
Highly liquid reserves $19.3M · Operating expenses/yr $17.6M
13.2 months
Where the money goes
Program services
Program services — · Total expenses $17.6M
—
Management & General
Management & general — · Total expenses $17.6M
—
Fundraising
Fundraising — · Total expenses $17.6M
—
Cost to raise $1
Fundraising expense — · Solicited contributions —
Solicited contributions below reporting floor
Where the money comes from
Contribution dependence
Contributions & grants $15.7M · Total revenue $18.8M
84%
Government reliance
Government grants $14.8M · Total revenue $18.8M
79%
Earned-income share
Program service revenue $1.9M · Total revenue $18.8M
10%
Investment reliance
Investment income $1.1M · Total revenue $18.8M
+6%
Program self-sufficiency
Program service revenue $1.9M · Total expenses $17.6M
11%
Growth & trend
Revenue growth (YoY)
This year $18.8M · Prior year $16.4M
+15%
Revenue CAGR
FY2020 $14.7M · FY2024 $18.8M
+6%
Net-asset trend (YoY)
End of year $17.1M · Beginning of year —
Beginning net assets not meaningfully positive — showing dollar change
Balance sheet
Surplus Margin
Revenue $18.8M · Expenses $17.6M
+6%
Liabilities-to-Assets
Total liabilities — · Total assets $21.4M
—
Net-asset ratio
Net assets $17.1M · Total assets $21.4M
80%
Marketable Investment Share
Publicly traded securities (Pt X, ln 11) $9.2M · Other securities (Pt X, ln 12) — · Total assets (Pt X, ln 16) $21.4M
43%
People & payroll
Highest Reported Total Compensation
Individual Leonard Hoops · Reported title President & CEO · Highest reported compensation $804K · Total expenses $17.6M
5%
Personnel share
Salaries, benefits & payroll (Pt IX 5-10) $9.4M · Total expenses $17.6M
53%
Peer comparison

Same NTEE category, revenue band, and state where available. Descriptive — not a grade.

MetricThis orgPeer medianPercentile
Revenue growth 15%——
Investment management fee ratio 0.4%——
Legal fee ratio 0.2%——
Accounting fee ratio 0.3%——

Straight from the Form 990 — descriptive, not an evaluation. A ratio is hidden when its base is zero or too small to be meaningful; the dollars are always shown.

Grants

Schedule I · funders on record
Grants received · FY2019
Total grants receivedfrom 1 funder$5K

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Filings & Schedule Manifest

Part IV
III · Programs I · Grants R · Related orgs G · Fundraising L · Interested persons A · Public support F · Foreign M · Noncash
FY2024 (Latest)$18.8M revenue · viewing · ⤓ 990 PDF
FY2023$16.4M revenue · ⤓ 990 PDF
FY2022$16.2M revenue · ⤓ 990 PDF
FY2021$14.6M revenue · ⤓ 990 PDF
FY2020$14.7M revenue · ⤓ 990 PDF

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Sources

Every figure above is drawn from these filings
Form 990 e-file (XML) · FY2024IRS
Classification, formation year, addressIRS Business Master File
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