Soul of CA
Legal name: Salinas Valley TVB Inc
Nonprofit profile at a glance
- EIN
- 451744745
- IRS 990-EZ coverage
- 2011–2025
- Official website data refreshed
- Sep 2026
- Forms available
- Form 990 2020, Form 990-EZ 2025
- Location
- Salinas, CA, USA
- Phone
- 8312613430
- Rating
- 70
- Verdict
- SUPPORTED
- Rating confidence
- Moderate
- Sector
- Economic Development
Reported finances
- Revenue
- $128,739
- Expenses
- $137,143
- Assets
- $100,061
Source: IRS Form 990-EZ. Selected filing: tax year 2025. Amounts in USD.
Leadership & pay
11 people listed
Executive titles in this filing
- DON CHAPIN JR (President)
- KURT GOLLNICK (Vice President)
People named in this filing
- COLLEEN BAILEY (SECRETARY/TREAS)
- DON CHAPIN JR (President)
- William Lewallen (Director)
Selected names, not a complete roster or a statement of current roles. Open leadership details for the complete filed list.
Source: IRS Form 990-EZ. Selected filing: tax year 2025. Names and roles reflect this filing, not necessarily current officeholders.
Overview
Mission
Salinas valley tvb, inc. Has been formed to be the awardee of the award from the state of California for the establishment and operation of a California welcome center in salinas, California. The salinas welcome center will provide services to travelers visiting the areas of santa cruz, monterey, and san benito counties. Specifically, the welcome center will provide information on local attractions, ticket sales to entertainment and sporting events occuring in the area, and information for lodging and accomodations.
Salinas Valley Tourism and Visitors Bureau, operating as Soul of CA, promotes tourism across California's Central Coast, including cities like Aptos, Big Sur, and Boulder Creek. It serves visitors by highlighting regional attractions such as parks, missions, wine trails, and foodie destinations. The bureau provides curated travel guides, maps, and event listings to encourage exploration of the area's natural and cultural offerings.
Operating model
- Revenue model
- Cannot be determined from the filing. The filing does not provide enough consistent revenue detail to tell how this nonprofit funds its work.
- Distribution model
- Direct operator. The filing allocates 100% of reported program-service expenses outside its grant, affiliate-payment, and member-benefit lines. This expense classification does not rule out separately announced grant awards.
The verdict
SUPPORTED - A large share of available resources goes toward mission work and the filed numbers largely add up. Expenses are high relative to revenue and program spending has declined or grown slowly.
Rating breakdown
- Financial Efficiency: 70
- Transparency & Controls: 82
- Sustainability: 24
- Growth: 20
Detailed rating inputs
Financial Efficiency
- Mission deployment rate: 71.7%; rating input score 72
- Program expense ratio: 67.3%; rating input score 67
Transparency & Controls
- Consistency checks: 100%; rating input score 100; 52nd percentile among comparable filings
- Major donor itemization: Limited
Sustainability
- Operating margin: -6.5%; rating input score 18; 18th percentile among comparable filings
- Total-asset coverage ratio: 0.73; rating input score 49; 49th percentile among comparable filings
- Liabilities to assets ratio: Limited
- Officer compensation ratio: 36.5%; rating input score 9; 9th percentile among comparable filings
Growth
- Program expense growth: -3.6% per year; rating input score 0; 21st percentile among comparable filings
- Revenue growth: -0.1% per year; rating input score 0; 18th percentile among comparable filings
- Asset growth: 6.7% per year; rating input score 100; 49th percentile among comparable filings
Details
- What they do: 1 programs and campaigns described on the official site · 7 operating locations identified
- Where the money goes: 71.7% of revenue deployed · 67.3% of spending went to programs
- Governance: Filed governance answers
- Accomplishments: 1 filed program accomplishment · $92K in reported program spending
- Leadership: top reported pay $0 · 11 people listed
- Consistency: 6 of 6 current checks pass
- Schedules: 2 filed schedules
- Filing history: 8 filing years from 2011 to 2025
- Contacts: How to reach this organization
- Money network: 3 filed money-flow records
- Grant readiness: Federal tax and exclusion status, award history, and grant-maker relationships.
- People: Everyone the filings name, and which of them the filings identify by more than a name.
Key Signals
Signals prioritize questions for review. They are not findings of misconduct.
- High — Sustainability: Operating margin scored 18/100.
- High — Growth: Program expense growth scored 0/100.
- High — Growth: Revenue growth scored 0/100.
- Moderate — Sustainability: Total-asset coverage ratio scored 49/100.
- High — Sustainability: Officer compensation ratio scored 9/100.