Visit Huntington Beach

Nonprofit profile at a glance

EIN
330368191
IRS 990 coverage
2011–2024
Forms available
Form 990 2024
Location
Huntington Beach, CA, USA
Phone
7149693492
Rating confidence
Limited

Official website

Reported finances

Revenue
$10,278,723
Expenses
$8,247,403
Assets
$10,521,046
Liabilities
$2,758,965

Source: IRS Form 990. Selected filing: tax year 2024. Amounts in USD.

Leadership & pay

28 people listed

Executive titles in this filing

  • KELLY MILLER (PRESIDENT AND CEO)

Highest reported compensation

  • KELLY MILLER (PRESIDENT AND CEO): $343,778 total reported compensation
  • OMARK HOLMES (CHIEF MARKETING OFFICER): $227,945 total reported compensation
  • MICHELLE DEVINE (VP OF SALES): $211,488 total reported compensation

Source: IRS Form 990. Selected filing: tax year 2024. Names and roles reflect this filing, not necessarily current officeholders.

Overview

Mission

The mission of visit huntington beach is to market and sell huntington beach's surf city USA brand experience as the preferred quintessential California beach destination leading to increased visitor spending and enhanced quality of life for residents.

What it reported doing in 2024

Leisure: leisure destination marketing programs drive growth of travel consumers from targeted markets across north america as well as key international markets. Our bedrock foundation for marketing programs is laid through investment in strategic brand research and planning, visitor segmentation and conversion studies, hotel and vacation rental occupancy reports and economic impact studies. This is critical in supporting our goal of targeting and converting visitors that align with the surf city USA brand and travel products in the destination. Vhb's leisure marketing strategies, tactics and spending focus on paid media planning and placement in key domestic and international markets, including digital, print, broadcast and social media advertising. Our ad agency works with the team to develop and periodically refresh the brand creative platform, plan the paid media program, execute on production, and report results. Leisure also develops visual assets through video, broadcast spot and still photography production, supports marketing of special events, collateral and brochure creative development and production, displays and branded items for trade shows and sales missions and familiarization visits by the media and travel trade.

Operating model

Revenue model
Earned-program. 98% of the money available for current operations came from fees and other program revenue.
Distribution model
Cannot be determined from the filing. The filing does not provide enough consistent spending detail to tell whether the nonprofit works directly or through others.

The verdict

- The available evidence is not sufficient to produce an overall rating for this filing. This is not a warning sign.

Rating breakdown

  • Financial Efficiency: NotEnoughData
  • Transparency & Controls: 46
  • Accountability: 91
  • Sustainability: 59
  • Growth: 60

Detailed rating inputs

Financial Efficiency

  • Mission deployment rate: Limited
  • Program expense ratio: Limited
  • 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: Limited
  • Related-party transparency: Limited

Accountability

  • Independent voting board: 100%; rating input score 100; 66th percentile among comparable filings
  • Governance controls: 7 of 9 controls in place; rating input score 78
    • Conflict-of-interest policy: Pass
    • Whistleblower policy: Pass
    • Document-retention policy: Fail
    • CEO compensation review process: Pass
    • Other executive compensation review process: Pass
    • Form 990 shared with the board: Fail
    • Board meeting minutes documented: Pass
    • Audit committee oversight: Pass
    • Independent financial-statement audit: Pass

Sustainability

  • Operating margin: 19.8%; rating input score 82; 82nd percentile among comparable filings
  • Total-asset coverage ratio: 1.28; rating input score 45; 45th percentile among comparable filings
  • Liabilities to assets ratio: 0.26; rating input score 51; 51st percentile among comparable filings
  • Officer compensation ratio: 14.9%; rating input score 8; 8th percentile among comparable filings

Growth

  • Program expense growth: Limited
  • Revenue growth: 9.6% per year; rating input score 100; 72nd percentile among comparable filings
  • Asset growth: 15.2% per year; rating input score 100; 81st percentile among comparable filings

Details

  • Where the money goes: Financial trends and filed revenue, expense, asset, and liability detail
  • Governance: 21 of 21 board members independent · 7 of 9 filing controls reported
  • Programs: 3 filed program accomplishments
  • Leadership: top reported pay $344K · 28 people listed · 2 of 6 pay-setting controls reported
  • Highest-paid contractors: 5 contractors listed · $2.1M reported
  • Consistency: 13 of 13 current checks pass
  • Schedules: 5 filed schedules · includes foreign activity and executive pay
  • Filing history: 11 filing years from 2011 to 2024
  • Contacts: How to reach this organization
  • Money network: 6 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.
  • Staff and benefit plans: Retirement and health plans the organization files with the Department of Labor, and the people in them.

Key Signals

Signals prioritize questions for review. They are not findings of misconduct.

  • High — Transparency & Controls: Foreign activity oversight scored 0/100.
  • High — Transparency & Controls: Grant itemization coverage scored 0/100.
  • Review — Accountability: Governance controls: 2 of 9 not reported.
  • Moderate — Sustainability: Total-asset coverage ratio scored 45/100.
  • High — Sustainability: Officer compensation ratio scored 8/100.
  • Review — Sustainability: Liabilities to assets ratio scored 51/100.