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Tc Convention & Visitors Bureau

Not tax-deductible

Traverse City, MI501(c)(6)Since 1984Mutual / membership EIN 38-2582585Revenue $13.0M in FY2025

On file with the IRStraversecity.com101 W Grandview Pkwy, 49684-2252 · Traverse City, MITax-exempt since Jun 1985

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To promote, protect, and enhance the traverse city region, securing our position as a premier, four-season destination.

501(c)(6) business league; gifts are not tax-deductible as charitable contributions.
91¢ of each $1 spent went to programs.
Run by 100 volunteers and 25 employees.
Mission: Form 990 Part I, line 1 · Status: IRS Pub. 78 · Programs: Part IX · People: Part I, lines 5–6

Before you give

FY2025 · Form 990Independent: from IRS data, not the org
Download 990
IRS status
501(c)(6)
not on the IRS revocation list
Looks good: listed by the IRS and not on the revocation list.
IRS BMF · Auto-Revocation List
Tax-deductible gifts
No
Donations are not tax-deductible
Worth a look: the IRS does not list gifts to it as deductible.
IRS Pub. 78 · IRS BMF
Latest return
FY2025
latest Form 990
Looks good: the latest return is for FY2025, 1 tax year back; within 2 tax years.
IRS e-file · Filing history
Surplus or deficit
6 of 6
filings with a surplus
Average surplus $1.3M a year · 13% of revenue · last 6 filings
Looks good: a surplus in 6 of the last 6 filings.
Pt I · Ln 19 · 6 filings
Spent on programs
91%
of spending
Looks good: 91% of spending went to programs; 75% or more.
Pt IX · Ln 25 · col B
Pay to officers and key staff
$344K
to officers and key staff · 3% of spending
Looks good: pay to officers and key staff is 3% of spending; 15% or less.
Pt VII · Sec A
Cash reserves
7 mo
of spending, in cash
Looks good: 7.4 months of spending in cash; 3 or more.
Pt X · Ln 1–2 · Pt I · Ln 18
Liabilities
$701K
6% of total assets
Looks good: liabilities are 6% of assets; 50% or less.
Pt X · Ln 26
Independent board members
15
of 15 voting members
Looks good: 15 of 15 voting members are independent, a majority.
Pt VI · Ln 1a–1b
Looks goodFineWorth a lookConcernNo data yetTap a box for the reason.
Revenue
$13.0M
+3% vs prior year
Spent
$11.8M
To programs
91%
Net assets
$11.3M
By yearFY2020–FY2025
Revenue
$13.0M
FY2025▲ +3%
Tap a bar for its year
Revenue by fiscal year
FY2020$6.4M
FY2021$8.5M
FY2022$9.5M
FY2023$10.8M
FY2024$12.6M
FY2025$13.0M
Expenses
$11.8M
FY2025▲ +7%
Tap a bar for its year
Expenses by fiscal year
FY2020$5.3M
FY2021$6.5M
FY2022$9.0M
FY2023$9.3M
FY2024$11.0M
FY2025$11.8M
Net assets
$11.3M
FY2025▲ +12%
Tap a bar for its year
Net assets by fiscal year
FY2020$4.4M
FY2021$6.4M
FY2022$6.9M
FY2023$8.4M
FY2024$10.0M
FY2025$11.3M

From the FY2025 Form 990 · figures checked against the IRS filing · see the original

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Is it real?

Yes. Never revoked by the IRS. Latest filing on record: FY2025. IRS ruling in Jun 1985.

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

Where the money goes

91 cents of each dollar spent went to programs.

Program services 91% · $10.8M Management & general 9% · $1.0M

Form 990 Part IX, line 25, columns B–D. Every line is in By the numbers.

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Who runs it and what they're paid

20 people listed on the 990; $344K paid to officers and key staff.

Part VII, Section A · reportable compensation
Trevor Tkach
President &
$197,116Pt VII · Sec A
Whitney Waara
Chief Operat
$146,523Pt VII · Sec A
$0Pt VII · Sec A
Mike Brown
Director
$0Pt VII · Sec A
Patrick Brys
Director
$0Pt VII · Sec A
$0Pt VII · Sec A
Dave Denison
Director
$0Pt VII · Sec A
Ally Diola
Director
$0Pt VII · Sec A

Compensation history total reportable pay by year · 3 named individuals · Part VII

NameFY2025FY2024FY2023FY2022FY2021FY2020
Trevor Tkach$197,116$192,930$209,744$197,090$221,823$152,718
Whitney Waara$146,523$144,804$137,500$125,832——
Jennifer Case———$111,245——

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.

See Tc Convention & Visitors Bureau executive salaries →

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Questions the 990 asks

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

  • Family or business ties among officersPt VI · Ln 2Yes
  • Top official's pay set by an independent reviewPt VI · Ln 15aYes

Programs and updates

Promotes tourism and conventions to boost local economy, respecting community and environment.

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2 programs · in their own filed words · FY2025
01

1. Marketing the destination traverse city tourism focuses the majority of its marketing efforts on the leisure travel market knowing that leisure also drives group demand. Target audiences vary depending on the time of year, theme, events, and attraction highlights.

Pt IX · col B
02

Traverse city food & wine was a new, multi-day initiative intended to help raise awareness of the agricultural, culinary and craft beverage offerings of the greater traverse city region. The festival featured multiple ticketed events each day and included dozens of business partners who participated by hosting fine dining meals…

Pt IX · col B

Funders

Who pays for it.

From grant filings on record. Receipts are incomplete: individual donors are never listed.

By the numbers

The FY2025 990, line by line.

Download 990
from philanthropy.org
1The main four
Money inPt VIII
$13.0M
Ln 12
Fees for servicesLn 2g$12.2M
Investment incomeLn 3$449K
Other incomeLn 4–11$387K
Money outPt IX
$11.8M
Ln 25
Programscol B$10.8M
Managementcol C$1.0M
Owns and owesPt X
$11.3M
net assets · Ln 32
Cash and savingsLn 1–2$7.2M
Total assetsLn 16$12.0M
LiabilitiesLn 26$701K
PeoplePt VI, VII
20
listed · VII A
PaidVII A2
Voting boardVI 1a15
IndependentVI 1b15
2In more detail
Revenue in detailPt VIII
Fees for servicesLn 2g$12.2M
Investment incomeLn 3$449K
Other incomeLn 4–11$387K
Total revenueLn 12$13.0M
Assets in detailPt X, end of year
CashLn 1$7.2M
Cash and savings togetherLn 1–2$7.2M
Land, buildings, equipmentLn 10c$180K
Total assetsLn 16$12.0M
LiabilitiesLn 26$701K
Net assetsLn 32$11.3M
OperationsPt I, VI
EmployeesI 525
VolunteersI 6100
Fiscal year endsHeaderDecember
Conflict-of-interest policyVI 12aYes
Whistleblower policyVI 13Yes
Records policyVI 14Yes
3Year over year
Balance sheet, start vs end of yearPt X · col A, B
LineStart FY25End FY25
Cash and savingsLn 1–2$6.4M$7.2M
Land, buildings, equipmentLn 10c$161K$180K
Total assetsLn 16$10.6M$12.0M
LiabilitiesLn 26$556K$701K
Net assetsLn 32$10.0M$11.3M
4Every line
Statement of functional expensesPt IX · every line
LineTotalProgramsManagementFundraising
Pay of current officers, directors and key staffLn 5$197K$89K$108K
Other salaries and wagesLn 7$1.3M$966K$335K
Pension plan contributionsLn 8$51K$27K$24K
Other employee benefitsLn 9$245K$180K$65K
Payroll taxesLn 10$115K$73K$42K
Legal feesLn 11b$77K$58K$19K
Accounting feesLn 11c$180K$180K
Advertising and promotionLn 12$5.5M$5.5M
Office expensesLn 13$404K$385K$18K
OccupancyLn 16$132K$76K$56K
TravelLn 17$12K$12K
Conferences, conventions and meetingsLn 19$4K$4K
Depreciation, depletion and amortizationLn 22$16K$16K
InsuranceLn 23$9K$9K
Other expenses (24a–d)Ln 24$3.2M$3.0M$149K
All other expensesLn 24e$388K$362K$26K
Total functional expensesLn 25$11.8M$10.8M$1.0M$0

Filing history

YearMoney inMoney outIn minus outNet assetsDownload
FY2025 Latest Viewing $13.0M$11.8M$1.3M$11.3M 990 PDF
FY2024 $12.6M$11.0M$1.7M$10.0M 990 PDF
FY2023 $10.8M$9.3M$1.5M$8.4M 990 PDF
FY2022 $9.5M$9.0M$491K$6.9M 990 PDF
FY2021 $8.5M$6.5M$2.1M$6.4M 990 PDF
FY2020 $6.4M$5.3M$1.1M$4.4M 990 PDF

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Schedules filed Part IV

III · Programs R · Related orgs G · Fundraising L · Interested persons I · Grants A · Public support J · Pay O · Explanations
See the full FY2025 990 (6 parts)
Part I · Summary $13,027,308 revenue, 12 lines filed
I-8 Contributions and grantsPrior year $876,935$0
I-9 Program service revenuePrior year $11,223,899$12,191,361
I-10 Investment incomePrior year $480,258$448,595
I-11 Other revenuePrior year $57,218$387,352
I-12 Total revenuePrior year $12,638,310$13,027,308
I-13 Grants and similar amounts paid$0
I-14 Benefits paid to members$0
I-15 Salaries and benefitsPrior year $1,826,834$1,908,817
I-16a Professional fundraising fees$0
I-17 Other expensesPrior year $9,150,860$9,867,454
I-18 Total expensesPrior year $10,977,694$11,776,271
I-19 Revenue less expensesPrior year $1,660,616$1,251,037
Part VI · Governance 15 of 15 board members independent, 1 to look at
VI-1a Voting members of the governing body15
VI-1b Independent voting members15
VI-2 Family or business relationship among officers or directorsYes
VI-12a Written conflict of interest policyYes
VI-13 Written whistleblower policyYes
VI-14 Document retention and destruction policyYes
VI-15a Process for setting top official's payYes
Part VIII · Statement of revenue $13,027,308 across 4 lines filed
Lines not itemized here account for $4,365 of total revenue; see the IRS return.
VIII-2a-f Program service revenue, itemized rows (sum of 2a–2f as filed)Related to mission $11,900,712 · Unrelated business $286,284$12,186,996
VIII-3 Investment incomeRelated to mission $448,595$448,595
VIII-11a-d Other revenue, itemized rows (sum of 11a–11d as filed)Related to mission $387,352$387,352
VIII-12 Total revenueRelated to mission $12,736,659 · Unrelated business $290,649$13,027,308
Part IX · Statement of functional expenses $11,776,271 across 16 lines filed
IX-5 Pay of current officers, directors and key staffPrograms $88,702 · Management $108,414$197,116
IX-7 Other salaries and wagesPrograms $965,887 · Management $334,579$1,300,466
IX-8 Pension plan contributionsPrograms $26,722 · Management $24,238$50,960
IX-9 Other employee benefitsPrograms $179,975 · Management $65,409$245,384
IX-10 Payroll taxesPrograms $73,037 · Management $41,854$114,891
IX-11b Legal feesPrograms $58,161 · Management $19,065$77,226
IX-11c Accounting feesManagement $180,040$180,040
IX-12 Advertising and promotionPrograms $5,476,314$5,476,314
IX-13 Office expensesPrograms $385,301 · Management $18,454$403,755
IX-16 OccupancyPrograms $76,257 · Management $56,014$132,271
IX-17 TravelPrograms $12,472$12,472
IX-19 Conferences, conventions and meetingsPrograms $3,536$3,536
IX-22 Depreciation, depletion and amortizationPrograms $15,537$15,537
IX-23 InsurancePrograms $8,892$8,892
IX-24 Other expenses (24a–d)Programs $3,020,819 · Management $148,989$3,169,808
IX-24e All other expensesPrograms $361,839 · Management $25,764$387,603
IX-25 Total functional expensesPrograms $10,753,451 · Management $1,022,820 · Fundraising $0$11,776,271
Part X · Balance sheet $11,993,281 assets, 11 lines filed
Asset lines not itemized here account for $3,580,303; see the IRS return.
X-1 Cash, non-interest-bearingStart of year $6,363,429$7,216,154
X-4 Accounts receivableStart of year $601,611$816,885
X-9 Prepaid expenses and deferred chargesStart of year $129,440$200,112
X-10c Land, buildings and equipment, netStart of year $161,325$179,827
X-16 Total assetsStart of year $10,597,087$11,993,281
X-17 Accounts payable and accrued expensesStart of year $555,811$700,968
X-26 Total liabilitiesStart of year $555,811$700,968
X-27 Net assets without donor restrictionsStart of year $10,041,276$10,292,313
X-28 Net assets with donor restrictions$1,000,000
X-32 Total net assets or fund balancesStart of year $10,041,276$11,292,313
X-33 Total liabilities and net assetsStart of year $10,597,087$11,993,281
Part XI · Reconciliation of net assets $11,292,313 net assets at year end
XI-1 Total revenue$13,027,308
XI-2 Total expenses$11,776,271
XI-3 Revenue less expenses$1,251,037
XI-4 Net assets at start of year$10,041,276
XI-10 Net assets at end of year$11,292,313

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

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