GREATER MILWAUKEE CONVENTION AND VISITORS BUREAU INC (EIN 391079432) - Form 990 Financial Analysis & Trantor Score

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Financial Vulnerability Assessment (Tuckman-Chang)

4 risk indicators measuring financial stability and operational resilience

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Financial Trends

Organization Details

Formation Year

1967

Legal Domicile

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.

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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%)

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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Financial Health Indicators

Comprehensive financial analysis: Altman Z-Score, liquidity, solvency, sustainability, efficiency, and growth metrics

Financial Distress Indicator

Liquidity & Cash Position

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Altman Z-Score • Liquidity Ratios • Solvency Analysis • Growth Indicators • Efficiency Metrics

Governance

Voting Members

Independent Members

Employees

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

$547,297

Total Directors

Key Employees

Highest Compensated

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

GREATER MILWAUKEE CONVENTION AND VISITORS BUREAU INC