PETALUMA LODGING ASSOCIATION

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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

2018

Legal Domicile

Principal Officer

MAX CHILDS

Phone

7072916956

Tax Period

2025-01-01 to 2025-12-31

PETALUMA LODGING ASSOCIATION, founded in 2018, is a small nonprofit in the Community Improvement sector that reported $671K in total revenue in fiscal year 2025.

Mission

THE PURPOSE OF PETALUMA LODGING ASSOCIATION IS TO IMPROVE BUSINESS CONDITIONS AND THE BUSINESS ENVIRONMENT FOR TOURISM IN THE CITY OF PETALUMA THROUGH THE DEVELOPMENT OF A TOURISM IMPROVEMENT DISTRICT AND OTHER INITIATIVES.

Program Service Accomplishments

Program 1

Expenses: $664,282

In January 2019, the City of Petaluma approved the establishment of a Petaluma Tourism Improvement District (PTID) which is an assessment district that includes all lodging businesses within the city boundaries. The annual assessment rate is 2 percent of gross short-term room rental revenues and provides benefits to the payors including funding of marketing and sales promotion efforts. The PTID has a five year life.There are many benefits to the PTID:It is designed, created and governed by those who pay the assessment.It provides a long-term funding source for tourism promotion.Funds cannot be diverted to general government programs.Funds allow for a wide range of services.The PTID Management District Plan calls for the PTID to contract with an owners association which is the Petaluma Lodging Association (PLA), a non-profit corporation. The PLA has contracted with the Petaluma Downtown Association to manage the overall non-local destination tourist promotion and marketing activities for the Petaluma Visitors Program.

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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 (2025)

Revenue Breakdown

Contributions & Grants $0

Program Service Revenue $671,235

Investment Income $0

Other Revenue $0

TOTAL REVENUE $671,235

Expense Breakdown

Grants Paid $0

Salaries & Benefits $0

Fundraising Expenses $0

Program Expenses $664,282

Other Expenses $671,513

TOTAL EXPENSES $671,513

Year-over-Year Comparison

	2025	2024	Change
Revenue	$671,235	$697,477	0.0%
Expenses	$671,513	$677,805	0.0%
Net Income	$-278	$19,672	-1.0%

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

N/A

Employees

N/A

Volunteers

N/A

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

Total Directors

Key Employees

Highest Compensated

reported

Name	Title	Hours/Week	Role	Reportable Comp	Other Comp	Total
MAX CHILDS	VICE Chair	1.00	Director	$0	$0	$0
CARLA PORTILLO	Secretary	1.00	Director	$0	$0	$0
AIONA KAUFUSI	Treasurer	1.00	Director	$0	$0	$0
TYLER WOOD	MEMBER	1.00	Director	$0	$0	$0
KIRK LOK	Chairman	1.00	Director	$0	$0	$0

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
2025	$671,235	$671,513	$85,924	$-278
2024	$697,477	$677,805	$86,202	$19,672
2023	$667,140	$638,636	$66,530	$28,504
2022	$656,550	$642,968	$38,026	$13,582
2021	$519,270	$519,470	$24,444	$-200
2020	$383,142	$374,609	$24,644	$8,533