Santa Monica Travel & Tourism (EIN 953799701) - 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

1982

Legal Domicile

Phone

3103196263

Tax Period

2024-07-01 to 2025-06-30

Santa Monica Travel & Tourism, founded in 1982, is a mid-sized nonprofit that reported $10.0M in total revenue in fiscal year 2024. Revenue grew 9% year-over-year, indicating healthy expansion.

Mission

THE ORGANIZATION IS THE CITY OF SANTA MONICA'S OFFICIAL PROMOTION AND TOURISM BUREAU. IT IS ORGANIZED TO PROMOTE THE COMMON GOOD AND SOCIAL WELFARE OF THE PEOPLE OF SANTA MONICA THROUGH IMPROVEMENT OF TOURISM AND TRADE IN THE CITY OF SANTA MONICA AND THE PRESERVATION AND IMPROVEMENT OF ECONOMIC CONDITIONS FOR ALL PEOPLE IN SANTA MONICA, THEREBY LESSENING THE BURDENS ON CITY GOVERNMENT. THE ORGANIZATION'S MISSION IS TO INCREASE VISITOR EXPENDITURES AND TOURISM REVENUES THROUGH PROMOTION OF THE AREA AS A TRAVEL 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 $47,081

Program Service Revenue $9,871,241

Investment Income $25,178

Other Revenue $106,281

TOTAL REVENUE $10,049,781

Expense Breakdown

Grants Paid $0

Salaries & Benefits $4,032,392

Fundraising Expenses $0

Program Expenses $8,516,746

Other Expenses $6,121,263

TOTAL EXPENSES $10,153,655

Year-over-Year Comparison

	2024	2023	Change
Revenue	$10,049,781	$9,216,514	+0.1%
Expenses	$10,153,655	$9,868,965	+0.0%
Net Income	$-103,874	$-652,451	-0.8%

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

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

$961,485

Total Directors

Key Employees

Highest Compensated

reported

Name	Title	Hours/Week	Role	Reportable Comp	Other Comp	Total
Misti Kerns	CEO	40.00	Officer	$398,467	$39,000	$437,467
EVAN EDWARDS	COO	40.00	Officer	$255,421	$13,000	$268,421
RACHEL LOZANO	CPO	40.00	Officer	$255,597	$0	$255,597
LAUREN SALISBURY	DIR OF COMMUNICATI	40.00		$180,347	$0	$180,347
ALEKSANDR SIGALUS	DIR GLOBAL BUS DEV	40.00		$152,944	$0	$152,944
OZVALDO OTERO	DIRECTOR OF SALES	40.00		$152,541	$0	$152,541
AMANDA ECK	DIRECTOR OF MKTG	40.00		$127,814	$0	$127,814
LAURALEE ASCH	BOARD MEMBER	0.00	Director	$0	$0	$0
JEFF KLOCKE	BOARD MEMBER	0.00	Director	$0	$0	$0
JAN WILLIAMSON	MEMBER	0.00	Director	$0	$0	$0
DARLENE EVANS	Secretary	0.00	Director	$0	$0	$0
NEIL CARREY	Chairman	0.00	Director	$0	$0	$0
KERA BLADES-SNELL	BOARD MEMBER	0.00	Director	$0	$0	$0
KAREN E GINSBERG	BOARD MEMBER	0.00	Director	$0	$0	$0
YOUNES ATALLAH	vice Chair	0.00	Director	$0	$0	$0
JUAN VIRAMONTES	BOARD MEMBER	0.00	Director	$0	$0	$0
SHAHID KAYANI	BOARD MEMBER	0.00	Director	$0	$0	$0
CHARLIE LOPEZ-QUINTANA	Treasurer	0.00	Director	$0	$0	$0
SAM JAGGER	VICE CHAIRMAN	0.00	Director	$0	$0	$0
ALEEN CARREON	SEC / TREASURER	0.00	Director	$0	$0	$0
JOHN HEIDT	BOARD MEMBER	0.00	Director	$0	$0	$0
KEVIN ANAWATI	BOARD MEMBER	0.00	Director	$0	$0	$0
SHAHID KAYANI	BOARD MEMBER	0.00	Director	$0	$0	$0
MANJU RAMAN	BOARD MEMBER	0.00	Director	$0	$0	$0
JESSICA RINCON	BOARD MEMBER	0.00	Director	$0	$0	$0
JUDY KRUGER	CHAMBER LIAISON	0.00		$0	$0	$0
ANUJ GUPTA	CITY LIAISON	0.00		$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	$10,049,781	$10,153,655	$5,068,828	$-103,874
2024	$9,216,514	$9,868,965	$5,496,991	$-652,451
2023	$8,721,847	$8,594,943	$5,738,283	$126,904
2022	$8,370,537	$6,704,700	$4,282,663	$1,665,837
2020	$7,126,411	$7,172,309	$2,868,308	$-45,898
2019	$7,996,551	$7,891,869	$2,901,011	$104,682
2018	$7,657,719	$7,988,231	$3,010,431	$-330,512

Santa Monica Travel & Tourism