Visit Salt Lake (EIN 870415106) - 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

1984

Legal Domicile

Phone

8015344999

Tax Period

2024-01-01 to 2024-12-31

Visit Salt Lake, founded in 1984, is a mid-sized nonprofit that reported $25.7M in total revenue in fiscal year 2024. Revenue surged 34% from the prior year, signaling strong growth momentum.

Mission

Promote Salt Lake County as a convention and tourist 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 (2024)

Revenue Breakdown

Contributions & Grants $159,375

Program Service Revenue $25,350,577

Investment Income $193,698

Other Revenue $10,116

TOTAL REVENUE $25,713,766

Expense Breakdown

Grants Paid $0

Salaries & Benefits $8,886,033

Fundraising Expenses $0

Program Expenses $0

Other Expenses $16,862,616

TOTAL EXPENSES $25,748,649

Year-over-Year Comparison

	2024	2023	Change
Revenue	$25,713,766	$19,256,680	+0.3%
Expenses	$25,748,649	$19,729,809	+0.3%
Net Income	$-34,883	$-473,129	-0.9%

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

102

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

$1,023,392

Total Directors

Key Employees

$1,368,158

Highest Compensated

reported

Name	Title	Hours/Week	Role	Reportable Comp	Other Comp	Total
Chris McCandless	Past Chair	0.7	Officer Director	$0	$0	$0
Garrett Parker	Chair	1.0	Officer Director	$0	$0	$0
Pina Purpero	Vice Chair	0.7	Officer Director	$0	$0	$0
Scott George	Executive Committee	0.7	Officer Director	$0	$0	$0
Taylor Vriens	Executive Committee	0.7	Officer Director	$0	$0	$0
Tessa Arneson	Secretary	0.7	Officer Director	$0	$0	$0
Brent Lange	Trustee	0.3	Director	$0	$0	$0
Caroline Klein	Trustee	0.3	Director	$0	$0	$0
Clint Okerlund	Trustee	0.3	Director	$0	$0	$0
Erin Cosmano	Trustee	0.3	Director	$0	$0	$0
Erin Litvack	Trustee	0.7	Director	$0	$0	$0
Erin Trenbeath-Murray	Trustee	0.3	Director	$0	$0	$0
Hoang Nguyen	Trustee	0.3	Director	$0	$0	$0
Joshua Pepper	Trustee	0.3	Director	$0	$0	$0
Levi Thorn	Trustee	0.3	Director	$0	$0	$0
Lisa Bennion Rasmussen	Trustee	0.3	Director	$0	$0	$0
Mark Mundell	Trustee	0.7	Director	$0	$0	$0
Ryan Ritchie	Trustee	0.3	Director	$0	$0	$0
Sarah Lehman	Trustee	0.3	Director	$0	$0	$0
Sidni Shorter	Trustee	0.3	Director	$0	$0	$0
Suzanne Harrison	Trustee	0.3	Director	$0	$0	$0
Bart Blaisdell	Chief Financial Officer	40.0	Officer	$297,235	$51,850	$349,085
Kaitlin Eskelson	President & CEO	40.0	Officer	$622,325	$51,982	$674,307
Clay Partain	Chief Sports Officer	40.0	Key Emp	$221,143	$43,023	$264,166
Krista Parry	Chief Development Officer	40.0	Key Emp	$258,850	$35,885	$294,735
Mark White	Chief Sales & Experience Officer	40.0	Key Emp	$269,865	$13,835	$283,700
Tyler Gosnell	Chief Brand & Marketing Officer	40.0	Key Emp	$238,511	$29,246	$267,757
Tyson Lybbert	Chief Sales Officer	40.0	Key Emp	$218,557	$39,243	$257,800
Anton Eckert	VP of Global Tourism & Travel	40.0	Highest	$141,168	$24,717	$165,885
Donna Rogers	Director of Convention Sales, West	40.0	Highest	$186,138	$39,428	$225,566
Jeffrey Gassaway	Managing Director of Sales, Midwest	40.0	Highest	$180,228	$39,609	$219,837
Julie Rhoads	Chief Services Officer	40.0	Highest	$146,844	$21,242	$168,086
Karen Staples	Managing Director of Sales, East	40.0	Highest	$182,595	$20,874	$203,469

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	$25,713,766	$25,748,649	$7,260,339	$-34,883
2023	$19,256,680	$19,729,809	$5,471,558	$-473,129
2022	$17,160,700	$18,089,339	$5,842,717	$-928,639
2021	$14,927,768	$15,091,327	$7,092,794	$-163,559
2020	$14,239,099	$14,773,269	$5,531,893	$-534,170
2019	$18,414,166	$19,229,295	$7,189,859	$-815,129
2018	$15,035,783	$15,512,797	$7,164,718	$-477,014

Visit Salt Lake