EIN 16-0611680

Greater Rochester Visitors Association (GRVA)

IRS 501(c) type
501(c)(6)
Num. employees
30
Year formed
1932
Most recent tax filings
2022-12-01
Description
VisitRochester sells and markets Greater Rochester as a preferred destination in order to grow and maximize visitor spending to enhance the economy. To boldly tell visitors and residents why Rochester, NY is a great place to live, work, play and visit.
Total revenues
$4,057,276
2022
Total expenses
$4,019,134
2022
Total assets
$1,939,370
2022
Num. employees
30
2022

Program areas at GRVA

Convention/Meeting Sales and Services:This division initiates direct sales contact with organizations and individuals throughout the United States who can choose Monroe County as a site location for meetings and conventions. It develops and executes programs that project a positive image of Greater Rochester to association and meeting planner markets. Professional staff works to familiarize meeting planners with Greater Rochester's features and benefits that support a site choice for conventions, meetings, tradeshows and events. Sales programs include personal sales, tradeshows exhibition, direct marketing, familiarization tours, sales missions and collaborative promotions with Greater Rochester's hospitality industry. (Continued on Schedule O)The department routinely evaluates Greater Rochester's resources relative to competitive destinations and uses the information to strengthen the local product and enhance bid proposals for group business.A vital component of successful convention marketing is the endorsement of local and regional residents who are members of, or affiliated with, targeted organizations. The sales and marketing process extends to local individuals in a way that cultivates their support of a bid for Monroe County to be a meeting site for a specific organization.An extensive array of convention services are offered during the sales process and provided to organizations prior to and during their stay in Monroe County. These services enhance the delegates' overall experience and result in higher attendance, lengthened duration of stay and an increase per person visitor expenditures.In 2022, the Convention Sales and Services Division: - Booked meeting and convention business that collectively resulted in 46,067 delegates - Created 35,931 room nights worth of future business for Monroe County lodging facilities - Sent 219 service requests to members for booked business opportunities - Distributed 101,840 pieces of Rochester promotional material to convening delegates
Rochester NY Sports Commission:GRVA has full responsibility for the sales administration and market programming for what formally was known as the Monroe County Sports Commission. The Rochester NY Sports Commission works diligently to promote Monroe County through its sports marketing efforts and highlights the important impact athletics have on our community's economic vitality and quality of life. (Continued on Schedule O)In 2022, the Sports Commission: - Booked tournament and sports-related event business that collectively resulted in 96,974 delegates - Created 47,450 trackable room nights worth of future business for Monroe County lodging facilities
Tourism/Leisure Marketing: Tourism (leisure) marketing and development attracts visitors who spend time and money at Monroe County's attractions, cultural institutions, festivals and events and in recreational pursuits. Leisure tourism likely comprises a majority of out-of-town visitors and spending at cultural institutions, family attractions and special events. It is a market that creates the most personal impressions of the area because of how these visitors spend their time and what they experience while here. Monroe County has significant appeal to leisure travelers and is geographically located to capitalize on its internationally known attractions. (Continued on Schedule O)GRVA's tourism and marketing division develops and implements advertising programs, collateral distribution systems, resource enhancement programs, market promotions, and travel-trade partnerships that reach broad tourism markets and special interest groups. Many programs are developed in collaboration with GRVA member organizations and with regional destination marketing partners including entities in the Finger Lakes region and Erie Canal Corridor.Target markets include:- A major focus for year-round visitation encompassing markets within a 250-mile radius including Canadian populations, attracted through digital, print, connected tv, and ooh tactics. - Family travelers from the downstate region of New York state, I-81 corridor in Pennsylvania, and surrounding drive-in markets including western Massachusetts, Vermont, and Cleveland, Ohio. These visitors are attracted through a major campaign that includes digital, print, and connect tv.- Travelers who are already in, or planning visits to nearby regions with an ability to include our county in their travels- International visitors who are traveling by ground transportation from New York City to Niagara Falls, attracted through a program called Wine, Water, and Wonders of New York State in conjunction with Corning Museum of Glass, Finger Lakes Tourism Alliance, Destination Niagara USA, Visit Ithaca, Watkins Glen Area Chamber of Commerce, Hudson Valley Tourism, Discover Long Island, and Delta Air Lines- Group tour/travel trade, attracted through direct sales programs and with the help of packaged visits that include nearby attractions, wineries, etc.- Encouraging local residents to invite their families and friendsGRVA estimates that a combined 1.5 million visitors came from at least 50 miles away, across all tourism segments (leisure, business-conventions and sporting event, and international) in 2022. Specific tracking of programs is difficult and research is generally accomplished with regional and state partners. Locally, anecdotal information provided by attractions, weekend and holiday hotel occupancy, comparative event attendance, and industry data tools is largely the source used to measure tourism and related expenditures. Activity indexes are used as a reliable source to help determine leisure interest and resulting business.

Grants made by GRVA

GranteeGrant descriptionAmount
RochesterFinger Lakes Film & Video OfficeFunding for Operations$182,037

Personnel at GRVA

NameTitleCompensation
Donald JeffriesPresident and Chief Executive Officer$238,029
Jeanine BattermannVice President , Finance , Administration and Human Resources$106,334
Rachel LaberDirector of Market Communications and Public Relations
Wendy O'DuffyDirector of Sales
Amanda FoxDirector of Event Services
...and 13 more key personnel

Financials for GRVA

RevenuesFYE 12/2022
Total grants, contributions, etc.$467,056
Program services$3,553,213
Investment income and dividends$436
Tax-exempt bond proceeds$0
Royalty revenue$0
Net rental income$0
Net gain from sale of non-inventory assets$0
Net income from fundraising events$0
Net income from gaming activities$0
Net income from sales of inventory$0
Miscellaneous revenues$36,571
Total revenues$4,057,276

Form 990s for GRVA

Fiscal year endingDate received by IRSFormPDF link
2022-122023-05-12990View PDF
2021-122022-05-10990View PDF
2020-122021-05-12990View PDF
2019-122020-12-02990View PDF
2018-122020-02-19990OView PDF
...and 9 more Form 990s

Organizations like GRVA

OrganizationLocationRevenue
Catch Des MoinesDes Moines, IA$5,930,534
Visit SyracuseSyracuse, NY$2,772,383
Visit SheboyganSheboygan, WI$1,869,650
Beverly Hills Conference and Visitors Bureau (BHCVB)Beverly Hills, CA$3,646,127
Visit McminnvilleMcminnville, OR$1,138,746
Albany County Convention & Visitors BureauAlbany, NY$1,984,293
Greater Lansing Convention & Visitors Bureau (GLCVB)Lansing, MI$5,862,903
Experience ColumbusColumbus, OH$18,365,655
Maine Tourism Association (MTA)Hallowell, ME$3,087,097
Team San JoseSan Jose, CA$6,723,717
Data update history
July 3, 2023
Posted financials
Added Form 990 for fiscal year 2022
June 29, 2023
Updated personnel
Identified 2 new personnel
May 20, 2023
Updated personnel
Identified 4 new personnel
December 4, 2022
Posted financials
Added Form 990 for fiscal year 2020
January 11, 2022
Updated personnel
Identified 1 new personnel
Nonprofit Types
Business and community development organizationsConvention and visitors bureausHeadquarter / parent organizations
Issues
Community improvementEconomic developmentBusiness and industry
Characteristics
MembershipsState / local levelReceives government fundingCommunity engagement / volunteering
General information
Address
45 East Ave Suite 400
Rochester, NY 14604
Metro area
Rochester, NY
Website URL
visitrochester.com/ 
Phone
(800) 677-7282
Facebook page
VisitRochester 
Twitter profile
@visitrochester 
IRS details
EIN
16-0611680
Fiscal year end
December
Taxreturn type
Form 990
Year formed
1932
Eligible to receive tax-deductible contributions (Pub 78)
No
Categorization
NTEE code, primary
S33: Visitors, Convention Bureau
NAICS code, primary
561591: Convention and Visitors Bureaus
Parent/child status
Central organization
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