Tuolumne County Visitors Bureau Inc Dba Visit Tuolumne County

What it reported doing in 2024

The 2024 - 2025 annual report highlights the following accomplishments:-in 2024, travel spending in tuolumne county grew to $307.8 million the countys travel industry supported approximately 2,700-sonora selfie trail was launched in december 2023 and continues to be popular for visitors to the area. The sonora selfie trail is a curated mobile passport that leads participants to selfie spots within the city of sonora. This is an interactive and enticing way to attract visitors and encourages longer visitation.-vtc continued to promote the tuolumne county craft beverage trail and the craft burger trail promoting an increase in customers to our partners in their off-peak business hours.-vtc continued the fuel your journey campaign aimed to boost overnight stays during the slower times of the year by offering free gas cards to visitors who stayed at least two nights at a vtc partner hotel, rv park or campground during january or february. -annual travel guide: vtc creates and distributes the official tuolumne county travel guide, which, along with the vtc website, forms the foundation of our marketing efforts. 75,000 copies are printed annually and distributed at various bay area locations. They are also distributed at the tuolumne county visitors center, mailed to advertising leads, individual requests, at media events, travel shows and local businesses.- visit tuolumne countys website serves as a digital gateway for inspiring and encouraging travel to tuolumne county. The website functions as an essential resource, providing up to date detailed information.-digital ads: in the 24/25 fiscal year, vtc launched anout-of-market digital campaign with a robust, multi-channel media strategy targeting potential travelers beyond California. The campaign delivered measurable impact, averaging 621 monthly in-market visits to tuolumne county from out-of-state audiences, with 130 of those visits directed to lodging properties. These results highlight the effectiveness of combining interest and intent-based targeting with diversified media placements.-social media - visit tuolumne county continues to be very active on its six social media accounts, sharing strategically planned inspirational and motivational posts to encourage visitation. Social media is also a valuable tool to distribute important, timely information as necessary to the visiting public and locals alike, notably as we saw recurring changes in road conditions throughout the year.- google max campaign: in an effort to increase hotel bookings, vtc engaged in a google max campaign specifically geared towards increasing bookings for the summer months. Google max uses ai technology to reach the customers most likely to but wherever theyre browsing. -print ad campaigns: print ad placements in major travel and lifestyle publications continues to be a key component of vtcs marketing strategy. Print ad placements include the following publications: California visitors guide, visit California road trips guide, conde naste traveler, adventure sports journal and sunset magazine.-working with our uk public relations agency, the pr highlight for 2025 is nicola bradys coverage in the irish independent? Following her familiarization trip to the area, she covered tuolumne county in an online and in print feature, as well as including tuolumne in her 25 blow-the-budget getaways for 2025 feature. -in addition to our uk public relations agency, visit tuolumne county also contracted with a public relations agency in both the german and mexico markets introducing the destination to these international markets.-television and radio advertising; vtc continues to tap into key audiences through special promotions, traditional placements, and streaming placements. Along with special promotions on select channels.- billboard ads: vtc utilized digital billboards which allows vtc to quickly change messaging, to help with crisis communications, event promotions, and seasonal promotions.-tuolumne county art

Financial Efficiency

• Mission deployment rate: 100%; rating input score 100
• Program expense ratio: 98.9%; rating input score 99
• Fundraising efficiency: Limited

Transparency & Controls

• Consistency checks: 100%; rating input score 100; 63rd percentile among comparable filings
• Pay-setting controls: Limited
• Foreign activity oversight: Limited
• Grant itemization coverage: Limited
• Major donor itemization: Yes; rating input score 100
• Related-party transparency: Limited

Accountability

• Independent voting board: 100%; rating input score 100; 63rd percentile among comparable filings
• Governance controls: 4 of 7 controls in place; rating input score 57
  • Conflict-of-interest policy: Pass
  • Whistleblower policy: Fail
  • Document-retention policy: Fail
  • CEO compensation review process: NotApplicable
  • Other executive compensation review process: NotApplicable
  • Form 990 shared with the board: Pass
  • Board meeting minutes documented: Pass
  • Audit committee oversight: Pass
  • Independent financial-statement audit: Fail

Sustainability

• Operating margin: -3%; rating input score 28; 28th percentile among comparable filings
• Total-asset coverage ratio: 0.89; rating input score 39; 39th percentile among comparable filings
• Liabilities to assets ratio: 0.13; rating input score 38; 38th percentile among comparable filings
• Officer compensation ratio: 0%; rating input score 81; 81st percentile among comparable filings

Growth

• Program expense growth: 12.2% per year; rating input score 100; 69th percentile among comparable filings
• Revenue growth: 7.5% per year; rating input score 100; 57th percentile among comparable filings
• Asset growth: 12.5% per year; rating input score 100; 66th percentile among comparable filings