Visit Aurora INC FY2024 filing

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Visit Aurora is the destination marketing organization to the city of Aurora, colorado to promote businesses, workforce, and residents.

501(c)(6) business league; gifts are not tax-deductible as charitable contributions.
82¢ of each $1 spent went to programs.
$757K paid to officers and key staff.
Mission: Form 990 Part I, line 1 · Status: IRS Pub. 78 · Programs: Part IX · Pay: Part VII

Before you give

FY2024 · 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
2 of 6
filings with a surplus
Average surplus $15K a year · under 1% of revenue · last 6 filings
Worth a look: a surplus in 2 of the last 6 filings.
Pt I · Ln 19 · 6 filings
Spent on programs
82%
of spending
Looks good: 82% of spending went to programs; 75% or more.
Pt IX · Ln 25 · col B
Pay to officers and key staff
$757K
to officers and key staff · 13% of spending
Looks good: pay to officers and key staff is 13% of spending; 15% or less.
Pt VII · Sec A
4 mo
of spending, in cash
Looks good: 4.1 months of spending in cash; 3 or more.
Pt X · Ln 1–2 · Pt I · Ln 18
Liabilities
$632K
24% of total assets
Looks good: liabilities are 24% of assets; 50% or less.
Pt X · Ln 26
Independent board members
13
of 13 voting members
Looks good: 13 of 13 voting members are independent, a majority.
Pt VI · Ln 1a–1b
Looks goodFineWorth a lookConcernNo data yetTap a box for the reason.
Revenue
$5.0M
+8% vs prior year
Spent
$5.7M
To programs
82%
Net assets
$2.0M
By yearFY2020–FY2025
Revenue
$5.0M
FY2024▲ +8%
Tap a bar for its year
Revenue by fiscal year
FY2020$3.5M
FY2021$4.3M
FY2022$3.0M
FY2023$4.6M
FY2024$5.0M
FY2025$5.3M
Expenses
$5.7M
FY2024▲ +14%
Tap a bar for its year
Expenses by fiscal year
FY2020$2.3M
FY2021$3.0M
FY2022$4.2M
FY2023$5.0M
FY2024$5.7M
FY2025$5.4M
Net assets
$2.0M
FY2024▼ -27%
Tap a bar for its year
Net assets by fiscal year
FY2020$3.0M
FY2021$4.3M
FY2022$3.2M
FY2023$2.8M
FY2024$2.0M
FY2025$1.9M

From the FY2024 Form 990 · figures checked against the IRS filing · see the original

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You’re viewing the FY2024 filing — not the latest on file. See the latest (FY2025) →

Is it real?

Yes. Never revoked by the IRS. Latest filing on record: FY2025. IRS ruling in Mar 2010.

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

Where the money goes

82 cents of each dollar spent went to programs.

Program services 82% · $4.7M Management & general 18% · $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

19 people listed on the 990; $757K paid to officers and key staff.

Part VII, Section A · reportable compensation
$264,141Pt VII · Sec A
$154,389Pt VII · Sec A
$127,241Pt VII · Sec A
Sales Direct
$107,559Pt VII · Sec A
Dir. Destina
$103,720Pt VII · Sec A
Director
$0Pt VII · Sec A
Honorary Dir
$0Pt VII · Sec A
Honorary Dir
$0Pt VII · Sec A

Steven B Dalton’s $264K as CEO is at the 81st percentile of top reported officer pay among 2832 $1–10M community development nonprofits. Peer set: organizations in the same NTEE major field of work and revenue-size band, compared on each org’s own highest-paid officer/key-employee, from Form 990 Part VII / 990-PF Part VIII. Descriptive placement, not a verdict on whether the pay is appropriate.

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

NameFY2025FY2024FY2023FY2022FY2021FY2020
Steven B Dalton$264,269$264,141$247,428$234,165$215,681$216,969
Randi Morritt$164,467$154,389$112,817$104,539——
Paula Lynn Retired 123124—$127,241————
Justin Clark———$110,839$103,263—
Harold Ebels$107,933—————
Amanda Butler—$107,559————
Amber Hejduk$106,922—————
Heather Savoca—$103,720————

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 Visit Aurora INC 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 2No
  • Top official's pay set by an independent reviewPt VI · Ln 15aYes

Programs and updates

Promotes Aurora, Colorado as a tourist destination.

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Provided by the organization

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1 program · in their own filed words · FY2024
01

Promotion of the city of aurora

Pt IX · col B

Funders

Who pays for it.

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

Grants

Schedule I · this organization's grantmaking
Grants paid · 29 grants · $384K · 2020–2025
Aurora Chamber of CommerceCO · FY2025$13,200
Live Ai Jacks INCFY2025$12,500
Colfax Canvas LLCFY2025$10,000
Aurora PrideFY2025$10,000
Out Front Foundation LLCCO · FY2024$10,000
Colfax Canvas LLCFY2024$10,000
Out Front Foundation LLCCO · FY2023$20,000
HsmaiVA · FY2023$15,000
Aurora Chamber of CommerceCO · FY2023$12,556
Colfax Canvas LLCFY2023$10,000
Aurora Chamber of CommerceCO · FY2022$13,500
See all 29 grants →

By the numbers

The FY2024 990, line by line.

1The main four
Money inPt VIII
$5.0M
Ln 12
Gifts and grantsLn 1h$2.9M
Fees for servicesLn 2g$2.1M
Investment incomeLn 3$3K
Money outPt IX
$5.7M
Ln 25
Programscol B$4.7M
Managementcol C$1.0M
Owns and owesPt X
$2.0M
net assets · Ln 32
Cash and savingsLn 1–2$2.0M
Total assetsLn 16$2.7M
LiabilitiesLn 26$632K
PeoplePt VI, VII
19
listed · VII A
PaidVII A5
Voting boardVI 1a13
IndependentVI 1b13
2In more detail
Revenue in detailPt VIII
Gifts and grantsLn 1h$2.9M
Government grantsLn 1e$2.5M
Noncash giftsLn 1g$183K
Fundraising eventsLn 1c$337K
Fees for servicesLn 2g$2.1M
Investment incomeLn 3$3K
Other incomeLn 4–11$41
Total revenueLn 12$5.0M
Assets in detailPt X, end of year
CashLn 1$567K
SavingsLn 2$1.4M
Cash and savings togetherLn 1–2$2.0M
Land, buildings, equipmentLn 10c$265K
Other assetsLn 15$7K
Total assetsLn 16$2.7M
LiabilitiesLn 26$632K
Net assetsLn 32$2.0M
OperationsPt I, VI
EmployeesI 520
VolunteersI 613
Fiscal year endsHeaderDecember
Conflict-of-interest policyVI 12aYes
Whistleblower policyVI 13Yes
Records policyVI 14No
3Year over year
Balance sheet, start vs end of yearPt X · col A, B
LineStart FY24End FY24
Cash and savingsLn 1–2$2.3M$2.0M
Land, buildings, equipmentLn 10c$301K$265K
Total assetsLn 16$3.3M$2.7M
LiabilitiesLn 26$551K$632K
Net assetsLn 32$2.8M$2.0M
4Every line
Statement of functional expensesPt IX · every line
LineTotalProgramsManagementFundraising
Grants to domestic organizationsLn 1$64K$64K
Pay of current officers, directors and key staffLn 5$278K$198K$80K
Other salaries and wagesLn 7$1.6M$1.2M$471K
Pension plan contributionsLn 8$51K$36K$15K
Other employee benefitsLn 9$125K$89K$36K
Payroll taxesLn 10$155K$110K$45K
Other fees for servicesLn 11g$249K$142K$108K
Advertising and promotionLn 12$1.2M$1.2M$7K
Office expensesLn 13$5K$125$5K
Information technologyLn 14$110K$77K$33K
OccupancyLn 16$206K$152K$54K
Conferences, conventions and meetingsLn 19$1.2M$1.2M$66K
Depreciation, depletion and amortizationLn 22$56K$41K$15K
InsuranceLn 23$12K$206$12K
Other expenses (24a–d)Ln 24$323K$258K$65K
All other expensesLn 24e$6K$4K$1K
Total functional expensesLn 25$5.7M$4.7M$1.0M$0

Filing history

YearMoney inMoney outIn minus outNet assetsDownload
FY2025 Latest $5.3M$5.4M−$150K$1.9M 990 PDF
FY2024 Viewing $5.0M$5.7M−$734K$2.0M 990 PDF
FY2023 $4.6M$5.0M−$427K$2.8M 990 PDF
FY2022 $3.0M$4.2M−$1.2M$3.2M 990 PDF
FY2021 $4.3M$3.0M$1.3M$4.3M 990 PDF
FY2020 $3.5M$2.3M$1.2M$3.0M 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 M · Noncash J · Pay O · Explanations
See the full FY2024 990 (6 parts)
Part I · Summary $4,991,484 revenue, 12 lines filed
I-8 Contributions and grantsPrior year $3,137,897$2,852,637
I-9 Program service revenuePrior year $1,463,214$2,136,175
I-10 Investment incomePrior year $2,882$2,631
I-11 Other revenue$41
I-12 Total revenuePrior year $4,603,993$4,991,484
I-13 Grants and similar amounts paidPrior year $141,801$64,010
I-14 Benefits paid to members$0
I-15 Salaries and benefitsPrior year $1,890,525$2,238,199
I-16a Professional fundraising fees$0
I-17 Other expensesPrior year $2,998,769$3,422,896
I-18 Total expensesPrior year $5,031,095$5,725,105
I-19 Revenue less expensesPrior year −$427,102−$733,621
Part VI · Governance 13 of 13 board members independent, 1 to look at
VI-1a Voting members of the governing body13
VI-1b Independent voting members13
VI-14 Document retention and destruction policyNo
VI-2 Family or business relationship among officers or directorsNo
VI-12a Written conflict of interest policyYes
VI-13 Written whistleblower policyYes
VI-15a Process for setting top official's payYes
Part VIII · Statement of revenue $4,991,484 across 8 lines filed
VIII-1c Fundraising events$337,115
VIII-1e Government grants$2,515,522
VIII-1g Noncash contributions (included above)$183,458
VIII-1h Total contributions, gifts and grants$2,852,637
VIII-2a-f Program service revenue, itemized rows (sum of 2a–2f as filed)Related to mission $2,136,175$2,136,175
VIII-3 Investment incomeExcluded from tax $2,631$2,631
VIII-11a-d Other revenue, itemized rows (sum of 11a–11d as filed)Related to mission $41$41
VIII-12 Total revenueRelated to mission $2,136,216 · Excluded from tax $2,631$4,991,484
Part IX · Statement of functional expenses $5,725,105 across 16 lines filed
IX-1 Grants to domestic organizationsPrograms $64,010$64,010
IX-5 Pay of current officers, directors and key staffPrograms $197,883 · Management $80,468$278,351
IX-7 Other salaries and wagesPrograms $1,157,499 · Management $470,692$1,628,191
IX-8 Pension plan contributionsPrograms $36,494 · Management $14,840$51,334
IX-9 Other employee benefitsPrograms $89,097 · Management $36,231$125,328
IX-10 Payroll taxesPrograms $110,188 · Management $44,807$154,995
IX-11g Other fees for servicesPrograms $141,641 · Management $107,611$249,252
IX-12 Advertising and promotionPrograms $1,213,129 · Management $6,904$1,220,033
IX-13 Office expensesPrograms $125 · Management $4,591$4,716
IX-14 Information technologyPrograms $76,882 · Management $33,012$109,894
IX-16 OccupancyPrograms $151,752 · Management $54,105$205,857
IX-19 Conferences, conventions and meetingsPrograms $1,170,408 · Management $66,116$1,236,524
IX-22 Depreciation, depletion and amortizationPrograms $41,413 · Management $14,765$56,178
IX-23 InsurancePrograms $206 · Management $11,758$11,964
IX-24 Other expenses (24a–d)Programs $257,711 · Management $65,095$322,806
IX-24e All other expensesPrograms $4,181 · Management $1,491$5,672
IX-25 Total functional expensesPrograms $4,712,619 · Management $1,012,486 · Fundraising $0$5,725,105
Part X · Balance sheet $2,664,820 assets, 17 lines filed
X-1 Cash, non-interest-bearingStart of year $324,815$566,517
X-2 Savings and temporary cash investmentsStart of year $2,020,692$1,406,798
X-4 Accounts receivableStart of year $189,148$179,558
X-8 Inventories for sale or useStart of year $17,540$24,199
X-9 Prepaid expenses and deferred chargesStart of year $118,316$79,669
X-10c Land, buildings and equipment, netStart of year $300,882$264,900
X-14 Intangible assetsStart of year $218,996$136,282
X-15 Other assetsStart of year $6,897$6,897
X-16 Total assetsStart of year $3,317,286$2,664,820
X-17 Accounts payable and accrued expensesStart of year $202,790$370,942
X-18 Grants payableStart of year $50,000$43,150
X-19 Deferred revenueStart of year $72,623$75,751
X-25 Other liabilitiesStart of year $225,581$142,306
X-26 Total liabilitiesStart of year $550,994$632,149
X-27 Net assets without donor restrictionsStart of year $2,766,292$2,032,671
X-32 Total net assets or fund balancesStart of year $2,766,292$2,032,671
X-33 Total liabilities and net assetsStart of year $3,317,286$2,664,820
Part XI · Reconciliation of net assets $2,032,671 net assets at year end
XI-1 Total revenue$4,991,484
XI-2 Total expenses$5,725,105
XI-3 Revenue less expenses−$733,621
XI-4 Net assets at start of year$2,766,292
XI-10 Net assets at end of year$2,032,671

Form 990 e-file (XML) FY2024 from the IRS · Classification, formation year and address from the IRS Business Master File

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