Visit Madison INC: Nonprofit Profile, Financials & Form 990 (EIN 35-1881082)

Revenue by fiscal year
FY2020	$382K
FY2021	$631K
FY2022	$940K
FY2023	$1.1M
FY2024	$1.5M
FY2025	$1.3M

Expenses by fiscal year
FY2020	$445K
FY2021	$692K
FY2022	$884K
FY2023	$1.1M
FY2024	$1.4M
FY2025	$1.4M

Net assets by fiscal year
FY2020	$501K
FY2021	$439K
FY2022	$495K
FY2023	$530K
FY2024	$658K
FY2025	$502K

Is it real?

Yes. Never revoked by the IRS. Latest filing on record: FY2025. IRS ruling in Mar 1994.

IRS Pub. 78 · IRS Auto-Revocation List · IRS Business Master File

Who runs it and what they're paid

8 people listed on the 990.

Part VII, Section A · reportable compensation

Jim Bartlett

Vice Preside

$0Pt VII · Sec A

Gary Copeland

Director

$0Pt VII · Sec A

Kim Kennard

Director

$0Pt VII · Sec A

Carla Krebs

Secretary/Tr

$0Pt VII · Sec A

Jake Liggett

Director

$0Pt VII · Sec A

Beth Lewis

Director

$0Pt VII · Sec A

Paul Nicholson

Director

$0Pt VII · Sec A

Kelly Rodgers

President

$0Pt VII · Sec A

See Visit Madison INC executive salaries →

Questions the 990 asks

The form asks each of these directly. These are the filed answers.

Family or business ties among officersPt VI · Ln 2No
Top official's pay set by an independent reviewPt VI · Ln 15aYes

Programs and updates

Promote tourism in the county and city.

Questions for Visit Madison INC

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Your first name shows with your question. Visit Madison INC answers here, for everyone.

3 programs · in their own filed words · FY2025

01

Nights Before Christmas Tour of Homes

Tour of historic downtown homes to promote tourism

Form 990 Part III, line 4, FY2025. The organization’s own words, as filed with the IRS. Find it at the IRS (EIN 35-1881082) · Dispute this line

Pt IX · Ln 25 · col B

02

Ribberfest

Festival to promote tourism by having a rib cookoff and blues music

Form 990 Part III, line 4, FY2025. The organization’s own words, as filed with the IRS. Find it at the IRS (EIN 35-1881082) · Dispute this line

Pt IX · Ln 25 · col B

03

Chautauqua

Promotes toursim by having an "art" fair

Form 990 Part III, line 4, FY2025. The organization’s own words, as filed with the IRS. Find it at the IRS (EIN 35-1881082) · Dispute this line

Pt IX · Ln 25 · col B

By the numbers

The FY2025 990, line by line.

Download 990

from philanthropy.org

1The main four

Money inPt VIII

$1.3M

Ln 12

Fees for servicesLn 2g$812K

Gifts and grantsLn 1h$446K

Investment incomeLn 3$5K

Money outPt IX

$1.4M

Ln 25

Owns and owesPt X

$502K

net assets · Ln 32

Cash and savingsLn 1–2$427K

Total assetsLn 16$502K

LiabilitiesLn 26$0

PeoplePt VI, VII

8

listed · VII A

PaidVII A0

Voting boardVI 1a8

IndependentVI 1b8

2In more detail

Revenue in detailPt VIII

Gifts and grantsLn 1h$446K

Government grantsLn 1e$446K

Fees for servicesLn 2g$812K

Investment incomeLn 3$5K

Total revenueLn 12$1.3M

Assets in detailPt X, end of year

CashLn 1$160K

SavingsLn 2$267K

Cash and savings togetherLn 1–2$427K

Land, buildings, equipmentLn 10c$7K

Other assetsLn 15$68K

Total assetsLn 16$502K

LiabilitiesLn 26$0

Net assetsLn 32$502K

OperationsPt I, VI

EmployeesI 523

VolunteersI 6300

Fiscal year endsHeaderDecember

Conflict-of-interest policyVI 12aNo

Whistleblower policyVI 13No

Records policyVI 14No

3Year over year

Balance sheet, start vs end of yearPt X · col A, B

Line	Start FY25	End FY25
Cash and savingsLn 1–2	$581K	$427K
Land, buildings, equipmentLn 10c	$9K	$7K
Total assetsLn 16	$658K	$502K
LiabilitiesLn 26	$0	$0
Net assetsLn 32	$658K	$502K

4Every line

Statement of functional expensesPt IX · every line

Line	Total	Programs	Management	Fundraising
Other salaries and wagesLn 7	$357K
Other employee benefitsLn 9	$15K
Payroll taxesLn 10	$28K
Accounting feesLn 11c	$4K
Advertising and promotionLn 12	$34K
OccupancyLn 16	$5K
Depreciation, depletion and amortizationLn 22	$1K
InsuranceLn 23	$43K
Other expenses (24a–d)Ln 24	$825K
All other expensesLn 24e	$107K
Total functional expensesLn 25	$1.4M	$0	$0	$0

Filing history

Year	Money in	Money out	In minus out	Net assets	Download
FY2025 Latest ViewingFiled with the IRS May 13, 2026	$1.3M	$1.4M	−$156K	$502K	990 PDF
FY2024Filed with the IRS May 12, 2025	$1.5M	$1.4M	$129K	$658K	990 PDF
FY2023Filed with the IRS Nov 13, 2024	$1.1M	$1.1M	$34K	$530K	990 PDF
FY2022Filed with the IRS Nov 14, 2023	$940K	$884K	$57K	$495K	990 PDF
FY2021Filed with the IRS Sep 6, 2022	$631K	$692K	−$62K	$439K	990 PDF
FY2020Filed with the IRS Jun 9, 2021	$382K	$445K	−$63K	$501K	990 PDF

Schedules filed Part IV

D · Assets and endowments O · Explanations

See the full FY2025 990

Part I · Summary $1,262,817 revenue, 12 lines filed

I-8 Contributions and grantsPrior year $673,000$445,520

I-9 Program service revenuePrior year $838,063$812,174

I-10 Investment incomePrior year $12,509$5,123

I-11 Other revenue$0

I-12 Total revenuePrior year $1,523,572$1,262,817

I-13 Grants and similar amounts paidPrior year $165,000$0

I-14 Benefits paid to members$0

I-15 Salaries and benefitsPrior year $397,277$399,378

I-16a Professional fundraising fees$0

I-17 Other expensesPrior year $832,791$1,019,234

I-18 Total expensesPrior year $1,395,068$1,418,612

I-19 Revenue less expensesPrior year $128,504−$155,795

Part VI · Governance 8 of 8 board members independent, 3 to look at

VI-1a Voting members of the governing body8

VI-1b Independent voting members8

VI-12a Written conflict of interest policyNo

VI-13 Written whistleblower policyNo

VI-14 Document retention and destruction policyNo

VI-2 Family or business relationship among officers or directorsNo

VI-15a Process for setting top official's payYes

Part VIII · Statement of revenue $1,262,817 across 5 lines filed

Lines not itemized here account for $68,440 of total revenue; see the IRS return.

VIII-1e Government grants$445,520

VIII-1h Total contributions, gifts and grants$445,520

VIII-2a-f Program service revenue, itemized rows (sum of 2a–2f as filed)Related to mission $743,734$743,734

VIII-3 Investment incomeExcluded from tax $5,123$5,123

VIII-12 Total revenueRelated to mission $812,174 · Excluded from tax $5,123$1,262,817

Part IX · Statement of functional expenses $1,418,612 across 10 lines filed

IX-7 Other salaries and wages$357,005

IX-9 Other employee benefits$14,523

IX-10 Payroll taxes$27,850

IX-11c Accounting fees$3,860

IX-12 Advertising and promotion$33,623

IX-16 Occupancy$4,885

IX-22 Depreciation, depletion and amortization$1,232

IX-23 Insurance$43,414

IX-24 Other expenses (24a–d)$824,925

IX-24e All other expenses$107,295

IX-25 Total functional expensesPrograms $0 · Management $0 · Fundraising $0$1,418,612

Part X · Balance sheet $502,228 assets, 9 lines filed

X-1 Cash, non-interest-bearingStart of year $208,173$160,270

X-2 Savings and temporary cash investmentsStart of year $373,277$266,617

X-10c Land, buildings and equipment, netStart of year $8,708$7,476

X-15 Other assetsStart of year $67,865$67,865

X-16 Total assetsStart of year $658,023$502,228

X-26 Total liabilitiesStart of year $0$0

X-31 Retained earnings or endowmentStart of year $658,023$502,228

X-32 Total net assets or fund balancesStart of year $658,023$502,228

X-33 Total liabilities and net assetsStart of year $658,023$502,228

Part XI · Reconciliation of net assets $502,228 net assets at year end

XI-1 Total revenue$1,262,817

XI-2 Total expenses$1,418,612

XI-3 Revenue less expenses−$155,795

XI-4 Net assets at start of year$658,023

XI-10 Net assets at end of year$502,228

Form 990 e-file FY2025 from the IRS (about our sources) · Classification, formation year and address from the IRS Business Master File

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Visit Madison INC

Before you give

Is it real?

Who runs it and what they're paid

Questions the 990 asks

Programs and updates

Questions for Visit Madison INC

Nights Before Christmas Tour of Homes

Ribberfest

Chautauqua

By the numbers

Filing history

Schedules filed Part IV