Visit Dallas

What it reported doing in 2024

City sales and marketing: fiscal year 2025 (fy25) was marked by significant milestones and development in dallas' future, underscoring a commitment to enhancing the city as a premier destination for business and leisure travel. It was defined by the progress of several key projects, successful partnerships and strategic efforts, most notably the announcement of fifa matches and the continuation of the kay bailey hutchison convention center master plan, which will change dallas' urban landscape for decades to come. A key component of the master plan is the development of a new convention center that will provide an integrated vertical footprint, enhanced spaces and a redeveloped convention district. To accommodate construction, a portion of the center closed in july 2025. The visit dallas team has successfully booked 68 definite conventions in the new convention center, representing $1.75 billion in future economic impact for 2029 and beyond. This enthusiasm underscores the strong demand for dallas as a convention destination.in fy25, visit dallas booked 1.3 million room nights for a total economic impact of $1.55 billion. The team booked 1,400 events, including 19 citywides. In fy25, visit dallas continued to build on the success of its national leisure and trade campaign, cause we can, further amplifying the citys maverick, can-do spirit through targeted, high-impact media placements. Guided by the smari market potential model, the campaign maintained a strong presence in key regional drive and fly markets while strategically expanding into larger national dmas to maximize return on investment. This years results underscore the strength and continued momentum of the cause we can campaign. Visit dallas achieved record-setting efficiency with a $0.06 cost per aware householddown from $0.19 in fy24 and $0.26 in fy23. Expansion into larger markets has continued to yield strong returns, as these visitors tend to stay longer and spend more. The overall direct impact of paid media increased by more than 60% to $307 million, driving 526,000 influenced room nightsup from 382,000 from last fiscal year and generating a remarkable roi of $159:1, up from $148:1 the previous year.another exciting development is the continuation of dallas involvement in the michelin guide Texas. The michelin guide is the gold standard in culinary tourism, and dallas inclusion will elevate the citys vibrant culinary scene, diverse offerings, and world-class chef community. This recognition positions dallas as a premier dining destination alongside austin, fort worth, houston, and san antonio.

Financial Efficiency

• Mission deployment rate: 0%; rating input score 0
• Program expense ratio: 0%; rating input score 0
• Fundraising efficiency: Limited

Transparency & Controls

• Consistency checks: 100%; rating input score 100; 62nd percentile among comparable filings
• Pay-setting controls: 2 of 6 controls in place; rating input score 33
  • Compensation committee: Missing
  • Independent consultant: Missing
  • Other Form 990s reviewed: Missing
  • Written employment contract: Pass
  • Compensation survey or study: Missing
  • Board or committee approval: Pass
• Foreign activity oversight: Scored; rating input score 0
• Grant itemization coverage: Scored; rating input score 0
• Major donor itemization: Yes; rating input score 100
• Related-party transparency: Limited

Accountability

• Independent voting board: 100%; rating input score 100; 66th percentile among comparable filings
• Governance controls: 9 of 9 controls in place; rating input score 100
  • Conflict-of-interest policy: Pass
  • Whistleblower policy: Pass
  • Document-retention policy: Pass
  • CEO compensation review process: Pass
  • Other executive compensation review process: Pass
  • Form 990 shared with the board: Pass
  • Board meeting minutes documented: Pass
  • Audit committee oversight: Pass
  • Independent financial-statement audit: Pass

Sustainability

• Operating margin: 6.7%; rating input score 59; 59th percentile among comparable filings
• Total-asset coverage ratio: 1.09; rating input score 39; 39th percentile among comparable filings
• Liabilities to assets ratio: 0.49; rating input score 30; 30th percentile among comparable filings
• Officer compensation ratio: 17.3%; rating input score 6; 6th percentile among comparable filings

Growth

• Program expense growth: Limited
• Revenue growth: 3.6% per year; rating input score 100; 31st percentile among comparable filings
• Asset growth: 4.9% per year; rating input score 100; 35th percentile among comparable filings