GREATER MILWAUKEE CONVENTION AND VISITORS BUREAU INC

EIN: 391079432

MILWAUKEE, WI

Total Revenue
$11,056,476
Total Expenses
$11,943,261
Total Assets
$11,469,631
Net Assets
$9,110,404
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Financial Vulnerability Assessment (Tuckman-Chang)

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Financial Trends

Organization Details

Formation Year
1967
Legal Domicile
WI
Principal Officer
PEGGY WILLIAMS-SMITH
Phone
4142874237
Tax Period
2023-01-01 to 2023-12-31

GREATER MILWAUKEE CONVENTION AND VISITORS BUREAU INC, founded in 1967, is a mid-sized nonprofit that reported $11.1M in total revenue in fiscal year 2023. Revenue surged 36% from the prior year, signaling strong growth momentum.

Mission

VISIT MILWAUKEE IS RESPONSIBLE FOR CREATING ECONOMIC GROWTH AND IMPROVING THE QUALITY OF LIFE FOR OUR COMMUNITIES BY BRANDING, MARKETING, AND SELLING MILWAUKEE AS A MUST-EXPERIENCE DESTINATION.

Program Service Accomplishments

Program 1
Expenses: $2,756,544 Revenue: $41,505

CONVENTION SALES AND SERVICES: RAISE THE VOLUME AND QUALITY OF CONVENTION MEETINGS BUSINESS BOOKED IN THE GREATER MILWAUKEE AREA, WHICH IN TURN BENEFITS THE WISCONSIN CENTER, HOTELS, VISIT MILWAUKEE...

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CONVENTION SALES AND SERVICES: RAISE THE VOLUME AND QUALITY OF CONVENTION MEETINGS BUSINESS BOOKED IN THE GREATER MILWAUKEE AREA, WHICH IN TURN BENEFITS THE WISCONSIN CENTER, HOTELS, VISIT MILWAUKEE PARTNERS, AND ECONOMY OF THE GREATER MILWAUKEE REGION.

Program 2
Expenses: $4,442,884 Revenue: $275,186

MARKETING EFFORTS COORDINATE ALL EXTERNAL COMMUNICATIONS, PAID ADVERTISING, E-MARKETING, AND SOCIAL MEDIA FOR BOTH CONVENTIONS AND LEISURE TOURISM. THE DEPARTMENT IDENTIFIES MARKETING OPPORTUNITIES...

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MARKETING EFFORTS COORDINATE ALL EXTERNAL COMMUNICATIONS, PAID ADVERTISING, E-MARKETING, AND SOCIAL MEDIA FOR BOTH CONVENTIONS AND LEISURE TOURISM. THE DEPARTMENT IDENTIFIES MARKETING OPPORTUNITIES AND DEVELOPS SHORT AND LONG-TERM MARKETING STRATEGIES TO ATTRACT OVERNIGHT VISITORS FROM OUTSIDE THE MILWAUKEE AREA.

Program 3
Expenses: $839,679 Revenue: $69,013

PUBLIC RELATIONS AND COMMUNICATIONS EFFORTS PROMOTE THE GREATER MILWAUKEE REGION ON A LOCAL, REGIONAL, NATIONAL, AND INTERNATIONAL LEVEL TO MEETING PLANNERS, VISITORS, AND RESIDENTS. PUBLIC RELATIONS...

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PUBLIC RELATIONS AND COMMUNICATIONS EFFORTS PROMOTE THE GREATER MILWAUKEE REGION ON A LOCAL, REGIONAL, NATIONAL, AND INTERNATIONAL LEVEL TO MEETING PLANNERS, VISITORS, AND RESIDENTS. PUBLIC RELATIONS FOCUSES ON BOTH LEISURE AND CONVENTION TOURISM, INCREASING THE IMPACT OF PAID MARKETING TO INCREASE VISITOR TRAFFIC TO THE MILWAUKEE AREA.

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Trantor Score

Financial Health Score (300–850) · Liquidity · Solvency · Sustainability · Efficiency

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Liquidity (40%) • Solvency (30%) • Sustainability (20%) • Efficiency (10%)

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Financial Overview (2023)

Revenue Breakdown

Contributions & Grants $9,891,100
Program Service Revenue $937,311
Investment Income $-49,100
Other Revenue $277,165
TOTAL REVENUE $11,056,476

Expense Breakdown

Grants Paid $0
Salaries & Benefits $4,076,702
Fundraising Expenses $0
Program Expenses $8,039,107
Other Expenses $7,866,559
TOTAL EXPENSES $11,943,261

Year-over-Year Comparison

2023 2022 Change
Revenue $11,056,476 $8,109,222 +0.4%
Expenses $11,943,261 $10,491,639 +0.1%
Net Income $-886,785 $-2,382,417 -0.6%
Key Indicators
✗ Grants to Organizations ✗ Grants to Individuals ✗ Lobbying ✗ Political Activity ✗ Foreign Activities ✗ Donor Advised Fund ✓ Schedule B Required
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Liquidity & Cash Position

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Governance

Voting Members
35
Independent Members
35
Employees
51
Volunteers
157

Governance Policies

✓ Conflict of Interest Policy
✓ Whistleblower Policy
✓ Document Retention Policy

Special Practices & Reported Activities

✗ Operated a School
✗ Operated a Hospital
✗ Provided First Class Travel
✗ Reported Conflict of Interest
✗ Reported Asset Diversion
✗ Excess Benefit Transaction
✗ Made Political Expenditures
✗ Engaged in Lobbying
✗ Operated Donor Advised Fund
✗ Maintained Art Collections
✗ Filed Form 720

Compensation of Officers, Directors & Key Employees

Total Officers
5
$547,297
Total Directors
38
$0
Key Employees
0
$0
Highest Compensated
4
reported
Name Title Hours/Week Role Reportable Comp Other Comp Total
STEVE BAAS DIRECTOR 1.00
Director
$0 $0 $0
EVE HALL FORMER BOARD CHAIR 1.00
Officer Director
$0 $0 $0
JAMES VILLA TREASURER 1.00
Officer Director
$0 $0 $0
SHARI BLACK DIRECTOR 1.00
Director
$0 $0 $0
SARAH SMITH-PANCHERI BOARD CHAIR 1.00
Officer Director
$0 $0 $0
ALEXX ZAWADA DIRECTOR 1.00
Director
$0 $0 $0
DENNIS WILLIAMS DIRECTOR 1.00
Director
$0 $0 $0
MEAGAN O'REILLY DIRECTOR 1.00
Director
$0 $0 $0
SAMANTHA MALDONADO DIRECTOR 1.00
Director
$0 $0 $0
CRAIG KAMMHOLZ DIRECTOR 1.00
Director
$0 $0 $0
BRIAN DRANZIK DIRECTOR 1.00
Director
$0 $0 $0
PAUL BARTOLOTTA DIRECTOR 1.00
Director
$0 $0 $0
TAMI GARRISON DIRECTOR 1.00
Director
$0 $0 $0
GERARD RANDALL JR DIRECTOR 1.00
Director
$0 $0 $0
DANIELLE BERGNER DIRECTOR 1.00
Director
$0 $0 $0
JEREMY LUCAS DIRECTOR 1.00
Director
$0 $0 $0
KATHLEEN O'LEARY DIRECTOR 1.00
Director
$0 $0 $0
GRADY CROSBY DIRECTOR 1.00
Director
$0 $0 $0
KATE BRAASCH DIRECTOR 1.00
Director
$0 $0 $0
TRACY JOHNSON DIRECTOR 1.00
Director
$0 $0 $0
HOWARD SNYDER DIRECTOR 1.00
Director
$0 $0 $0
BILL DAVIDSON DIRECTOR 1.00
Director
$0 $0 $0
JASON RAE DIRECTOR 1.00
Director
$0 $0 $0
MAXX RODRIGUEZ DIRECTOR 1.00
Director
$0 $0 $0
MELISSA WEISS DIRECTOR 1.00
Director
$0 $0 $0
MARK FLAHERTY DIRECTOR 1.00
Director
$0 $0 $0
LYNDA KOHLER DIRECTOR 1.00
Director
$0 $0 $0
KRISTINE HILLMER DIRECTOR 1.00
Director
$0 $0 $0
CURT KLUTH DIRECTOR 1.00
Director
$0 $0 $0
BETH WEIRICK DIRECTOR 1.00
Director
$0 $0 $0
DENNIS MCBRIDE DIRECTOR 1.00
Director
$0 $0 $0
KEVIN NEWELL DIRECTOR 1.00
Director
$0 $0 $0
MARTY BROOKS DIRECTOR 1.00
Director
$0 $0 $0
MICHAEL EVANS DIRECTOR 1.00
Director
$0 $0 $0
JIM KANTER DIRECTOR 1.00
Director
$0 $0 $0
ARLISIA MCHENRY DIRECTOR 1.00
Director
$0 $0 $0
CLIFTON CRUMP DIRECTOR 1.00
Director
$0 $0 $0
RAFAEL ACEVEDO DIRECTOR 1.00
Director
$0 $0 $0
CHARLOTTE HAYSLETT VICE PRESIDENT OF HUMAN RESOURCES 40.00
Officer
$121,555 $18,310 $139,865
PEGGY WILLIAMS-SMITH PRESIDENT & CEO 40.00
Officer
$355,855 $51,577 $407,432
MARISSA WERNER DIRECTOR OF SPORTS MILWAUKEE 40.00
Highest
$113,453 $13,022 $126,475
LESLIE KRAAK JOHNSON VP OF SALES 40.00
Highest
$198,706 $16,180 $214,886
JOSHUA ALBRECHT CHIEF MARKETING OFFICER 40.00
Highest
$177,935 $18,889 $196,824
CHAD CHAPPELL NATIONAL ACCOUNT EXECUTIVE 40.00
Highest
$100,515 $20,338 $120,853
Note: Compensation data is self-reported by the organization on their Form 990. "Reportable Comp" includes salary, bonuses, and other reportable compensation from the organization and related organizations. "Other Comp" includes benefits, deferred compensation, and non-taxable benefits.

Historical Data

Year Revenue Expenses Assets Net Income
2024 No data No data No data No data
2023 $11,056,476 $11,943,261 $11,469,631 $-886,785
2022 $8,109,222 $10,491,639 $11,823,311 $-2,382,417
2021 $5,924,757 $7,938,414 $13,303,680 $-2,013,657
2020 $10,894,462 $5,772,018 $14,876,069 $5,122,444
2019 $10,266,319 $9,769,261 $11,035,237 $497,058
2018 $10,123,570 $9,313,825 $10,208,769 $809,745
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