Virginia Tourism Authority Expenditure Report for the Fiscal Year Ending June 30, 2024
Summary
Expenditure report of the Virginia Tourism Authority d/b/a Virginia Tourism Corporation for the fiscal year ending June 30, 2024. The summary revenue and expenditure report lists Total Revenues of $59,860,367, including COV General Fund Revenue of $25,338,736 and Federal Grants of $20,527,373, and Total Expenditures of $39,603,161, with a Net Surplus (Deficit) of $20,257,206. A footnote states that $51,000,000 in funds were allocated out of federal distributions under the American Rescue Plan Act of 2021 (ARPA) to aid recovery from the negative economic impact on the tourism industry. Separate reports cover Marketing, Visitor Services, Film, Partnership Marketing, and Research, followed by salary and bonus information as of June 30, 2024.
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“Virginia Tourism Authority Expenditure Report for the Fiscal Year Ending June 30, 2024.”
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VIRGINIA TOURISM AUTHORITY
d/b/a Virginia Tourism Corporation
Expenditure Report
FOR THE FISCAL YEAR ENDING JUNE 30, 2024
Virginia Tourism Authority (320)
d/b/a Virginia Tourism Corporation
Summary Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 25,338,736
Carryforward Funds 9,839,809 (1) (2)
VDOT Transfers 1,453,544
Federal Grants 20,527,373 (3)
Interest Revenue 1,548,729
Other Revenue 1,152,176 (4)
Total Revenues $ 59,860,367
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 10,137,205
Wages and Taxes 4,909
Total Personal Services Costs $ 10,142,113
Operating Costs
Advertising and Promotion $ 8,023,142
Missions, Shows & Events 261,241
Digital Marketing 1,078,652
Travel 534,697
Services 2,915,457
Supplies and Materials 345,627
Grants & Pass-Through Payments 15,009,245
Fixed Asset Payments 443,880
Other Expenditures 849,107
Total Operating Costs $ 29,461,048
Total Expenditures $ 39,603,161
Net Surplus (Deficit) $ 20,257,206 (5)
(1) This includes balances from marketing grant funds obligated in FY 2023 but not expended as of
June 30, 2023.
(2) This includes Film Sponsorship Fund grant funds obligated in FY 2023 but not expended as of
June 30, 2023.
(3) $51,000,000 in funds were allocated to Virginia Tourism Authority out of the revenues
received from the federal distributions of the American Rescue Plan Act of 2021 (ARPA).
The funding was provided to aid in the recovery from the negative economic impact to the
tourism industry in Virginia resulting from the Covid-19 pandemic. This amount reflects the
remaining ARPA funds and a new federal EDA grant of $1 million.
(4) This includes revenues accrued in FY 2024 from the Partnership Marketing and Advertising
Program (PMAP). This program provides a variety of advertising opportunities at the Virginia
Welcome Centers and Safety Rest Areas.
(5) This includes ARPA, Marketing, and Film sponsorship grant funds that remained unexpended
as of June 30, 2024.
Page 1
Virginia Tourism Authority (320)
Executive and Board of Directors
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 696,269
Carryforward Funds -
VDOT Transfers -
Federal Grants -
Interest Revenue -
Other Revenue -
Total Revenues $ 696,269
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 414,928
Wages and Taxes -
Total Personal Services Costs $ 414,928
Operating Costs
Advertising and Promotion $ 2,280
Missions, Shows & Events 17,486
Digital Marketing -
Travel 73,836
Services 11,956
Supplies and Materials 30,653
Grants & Pass-Through Payments -
Fixed Asset Payments 66,362
Other Expenditures 105,021 (1)
Total Operating Costs $ 307,594
Total Expenditures $ 722,522
Net Surplus (Deficit) $ (26,253)
(1) The majority of expenditures were for various travel and tourism related organizational memberships.
Page 2
Virginia Tourism Authority (320)
Operations and Finance
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 1,373,591
Carryforward Funds -
VDOT Transfers -
Federal Grants 19,758,886 (1)
Interest Revenue 1,548,729
Other Revenue 136,864
Total Revenues $ 22,818,070
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 852,355
Wages and Taxes -
Total Personal Services Costs $ 852,355
Operating Costs
Advertising and Promotion $ 2,868,097
Missions, Shows & Events -
Digital Marketing 338,544
Travel 44,243
Services 1,369,673
Supplies and Materials 28,437
Grants & Pass-Through Payments 7,016,208
Fixed Asset Payments 54,412
Other Expenditures 64,236
Total Operating Costs $ 11,783,850
Total Expenditures $ 12,636,206
Net Surplus (Deficit) $ 10,181,865 (2)
(1) $51,000,000 in funds were allocated to Virginia Tourism Authority out of the revenues
received from the federal distributions of the American Rescue Plan Act of 2021 (ARPA).
The funding was provided to aid in the recovery from the negative economic impact to the
tourism industry in Virginia resulting from the Covid-19 pandemic. This reflects remaining funds
unexpended as of June 30, 2023.
(2) This includes cumulative ARPA funds that remained unexpended as of June 30, 2024.
Page 3
Virginia Tourism Authority (320)
Marketing
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 10,870,191
Carryforward Funds 525,000
VDOT Transfers -
Federal Grants 768,487
Interest Revenue -
Other Revenue 313,178
Total Revenues $ 12,476,856
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 2,970,023
Wages and Taxes -
Total Personal Services Costs $ 2,970,023
Operating Costs
Advertising and Promotion $ 4,808,019
Missions, Shows & Events 226,678
Digital Marketing 740,108
Travel 193,963
Services 651,110
Supplies and Materials 108,463
Grants & Pass-Through Payments -
Fixed Asset Payments 182,261
Other Expenditures 613,653
Total Operating Costs $ 7,524,255
Total Expenditures $ 10,494,278
Net Surplus (Deficit) $ 1,982,578
Page 4
Virginia Tourism Authority (320)
Visitor Services
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 1,795,327
Carryforward Funds -
VDOT Transfers 1,228,544
Federal Grants -
Interest Revenue -
Other Revenue 581,424 (1)
Total Revenues $ 3,605,296
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 3,093,892
Wages and Taxes -
Total Personal Services Costs $ 3,093,892
Operating Costs
Advertising and Promotion $ 625
Missions, Shows & Events 427
Digital Marketing -
Travel 84,215
Services 160,854
Supplies and Materials 118,975
Grants & Pass-Through Payments -
Fixed Asset Payments 111,942
Other Expenditures 18,130
Total Operating Costs $ 495,168
Total Expenditures $ 3,589,060
Net Surplus (Deficit) $ 16,236
(1) This includes amounts from the Partnership Marketing and Advertising Program (PMAP).
This program provides a variety of advertising opportunities at the Virginia Welcome
Centers and Safety Rest Areas.
Page 5
Virginia Tourism Authority (320)
Film
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 1,223,535
Carryforward Funds 273,784 (1)
VDOT Transfers -
Federal Grants -
Interest Revenue -
Other Revenue 120,209
Total Revenues $ 1,617,528
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 584,013
Wages and Taxes -
Total Personal Services Costs $ 584,013
Operating Costs
Advertising and Promotion $ 173,750
Missions, Shows & Events 9,040
Digital Marketing -
Travel 25,997
Services 32,782
Supplies and Materials 25,145
Grants & Pass-Through Payments 64,039
Fixed Asset Payments 17,940 (2)
Other Expenditures 4,315
Total Operating Costs $ 353,008
Total Expenditures $ 937,021
Net Surplus (Deficit) $ 680,507 (3)
(1) This includes Film Sponsorship Fund grant funds totaling $285,784 obligated but
not expended as of June 30, 2023.
(2) This includes additional facility lease reimbursements from a production company above
the expenses realized as of June 30, 2024.
(3) This includes cumulative Film Sponsorship grant funds totaling $473,784 that remained
unexpended as of June 30, 2024.
Page 6
Virginia Tourism Authority (320)
Partnership Marketing
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 6,158,255
Carryforward Funds 5,966,025 (1)
VDOT Transfers -
Federal Grants -
Interest Revenue -
Other Revenue 500
Total Revenues $ 12,124,780
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 1,888,678
Wages and Taxes -
Total Personal Services Costs $ 1,888,678
Operating Costs
Advertising and Promotion $ 170,371
Missions, Shows & Events 7,610
Digital Marketing -
Travel 104,945
Services 95,891
Supplies and Materials 33,954
Grants & Pass-Through Payments 3,003,998
Fixed Asset Payments 8,529
Other Expenditures 36,355
Total Operating Costs $ 3,461,652
Total Expenditures $ 5,350,330
Net Surplus (Deficit) $ 6,774,450 (2)
(1) This includes marketing grant funds obligated in a prior fiscal year, but not expended
as of June 30, 2023.
(2) This includes cumulative marketing grant funds that remained unexpended as of
June 30, 2024 pending reimbursement requests from grantees. Such funds are paid to
grantees on a reimbursement basis after completion of their marketing activities.
Page 7
Virginia Tourism Authority (320)
Research
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 869,012
Carryforward Funds 75,000 (1)
VDOT Transfers -
Federal Grants -
Interest Revenue -
Other Revenue -
Total Revenues $ 944,012
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 333,316
Wages and Taxes 4,909
Total Personal Services Costs $ 338,225
Operating Costs
Advertising and Promotion $ -
Missions, Shows & Events -
Digital Marketing -
Travel 7,499
Services 593,191 (2)
Supplies and Materials -
Grants & Pass-Through Payments -
Fixed Asset Payments 2,433
Other Expenditures 7,397
Total Operating Costs $ 610,520
Total Expenditures $ 948,745
Net Surplus (Deficit) $ (4,733)
(1) This includes contractual obligations that were not expended in the prior fiscal year
as of June 30, 2023.
(2) This includes payments to partners that assist in collecting primary survey data, developing
domestic and international visitor profiles, calculating domestic and international market
shares, guiding digital media analytics, and determining the state and local economic
impact of tourism.
Virginia Tourism Authority (320)
Legislative Pass-Throughs
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2024
Actual
Revenues
COV General Fund Revenue $ 2,352,556
Carryforward Funds 3,000,000
VDOT Transfers 225,000
Federal Grants -
Interest Revenue -
Other Revenue -
Total Revenues $ 5,577,556
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ -
Wages and Taxes -
Total Personal Services Costs $ -
Operating Costs
Advertising and Promotion $ -
Missions, Shows & Events -
Digital Marketing -
Travel -
Services -
Supplies and Materials -
Grants & Pass-Through Payments 4,925,000
Fixed Asset Payments -
Other Expenditures -
Total Operating Costs $ 4,925,000
Total Expenditures $ 4,925,000
Net Surplus (Deficit) $ 652,556 (1)
(1) This balance reflects the fact that a couple of recipients failed to submit requests for funding in time to be
processed by June 30, 2024. This will be processed early in the new fiscal year.
Page 8
Fiscal Year 2024 Virginia Tourism Corporation July 2023 - June 2024
Salary and Bonus Information
All Salaried and Wage Personnel As of June 30, 2024
Salaries & Wages Partial FY 2024 FY 2024
Position Title Paid Year Bonus Total Paid
Assistant Manager 39,873.40 0.00 39,873.40
Tourism Counselor 15,926.25 0.00 15,926.25
Content Manager 72,069.35 0.00 72,069.35
Creative Brand Manager 69,076.70 0.00 69,076.70
Brand Manager 72,791.83 0.00 72,791.83
Assistant Manager 44,209.13 0.00 44,209.13
Consumer & Partner Services Senior Manager 74,454.46 0.00 74,454.46
Tourism Counselor 12,584.09 * 0.00 12,584.09
VP, Marketing 166,080.12 0.00 166,080.12
Canadian Media Relations & Marketing Specialist 104,569.11 0.00 104,569.11
Tourism Counselor 11,927.16 0.00 11,927.16
Tourism Relations Manager 53,560.77 0.00 53,560.77
Senior Research Manager 85,017.34 2,500.00 87,517.34
Tourism Relations Manager 48,496.32 * 0.00 48,496.32
Special Projects Manager 84,326.26 5,000.00 89,326.26
Senior Budget & Finance Analyst 87,041.52 0.00 87,041.52
Associate Director, Global Media Relations and Marketing 108,075.60 0.00 108,075.60
Tourism Relations Manager 60,234.92 0.00 60,234.92
Tourism Relations Manager 55,795.99 0.00 55,795.99
Tourism Counselor 2,362.32 * 0.00 2,362.32
Tourism Counselor 3,765.00 * 0.00 3,765.00
Tourism Counselor 7,927.62 0.00 7,927.62
Senior Distribution Center Associate 58,429.36 0.00 58,429.36
VP, Partnership Marketing 166,080.12 0.00 166,080.12
Tourism Counselor 1,951.72 * 0.00 1,951.72
Director of Business Development 125,578.80 0.00 125,578.80
Destination Development Manager 83,053.17 0.00 83,053.17
Director of Communications 88,989.57 0.00 88,989.57
Lead Tourism Counselor 26,036.60 * 0.00 26,036.60
Senior Tourism Relations Manager 62,872.13 0.00 62,872.13
Tourism Counselor 19,492.75 0.00 19,492.75
Lead Tourism Counselor 31,908.41 * 0.00 31,908.41
Director, Virginia Film Office 166,080.12 0.00 166,080.12
Tourism Counselor 3,248.19 * 0.00 3,248.19
Content Marketing Director 101,892.77 0.00 101,892.77
Lead Tourism Counselor 10,720.84 * 0.00 10,720.84
Tourism Counselor 6,508.28 * 0.00 6,508.28
Film Office Communications Manager 79,707.92 0.00 79,707.92
Tourism Counselor 4,213.13 * 0.00 4,213.13
Tourism Counselor 6,498.60 * 0.00 6,498.60
Research Intern 855.00 * 0.00 855.00
Tourism Counselor 2,805.00 * 0.00 2,805.00
Assistant Manager 39,456.72 0.00 39,456.72
Tourism Counselor 13,458.05 0.00 13,458.05
Consumer & Partner Services Managing Director 112,866.36 0.00 112,866.36
Marketing Intern 14,356.75 * 0.00 14,356.75
Tourism Counselor 6,692.72 * 0.00 6,692.72
Lead Tourism Counselor 37,135.52 0.00 37,135.52
Tourism Counselor 512.74 0.00 512.74
Assistant Manager 35,202.25 * 0.00 35,202.25
Tourism Counselor 11,608.13 0.00 11,608.13
Digital Marketing Developer 73,813.37 0.00 73,813.37
Tourism Relations Manager 51,994.59 * 0.00 51,994.59
Assistant Manager 37,448.05 0.00 37,448.05
Tourism Counselor 16,977.93 0.00 16,977.93
Destination Development Specialist 61,738.65 0.00 61,738.65
Fiscal Year 2024 Virginia Tourism Corporation July 2023 - June 2024
Salary and Bonus Information
All Salaried and Wage Personnel As of June 30, 2024
Salaries & Wages Partial FY 2024 FY 2024
Position Title Paid Year Bonus Total Paid
Tourism Counselor 6,914.26 * 0.00 6,914.26
Tourism Counselor 18,245.97 0.00 18,245.97
Tourism Counselor 4,140.00 * 0.00 4,140.00
Senior Destination Development Manager 90,507.81 0.00 90,507.81
Director of Consumer & Partner Services 90,568.05 0.00 90,568.05
Global Marketing Director 136,320.53 0.00 136,320.53
Director of Operations & Industry Initiatives 106,271.38 5,000.00 111,271.38
Director of Sales 98,664.33 0.00 98,664.33
Tourism Counselor 7,210.08 * 0.00 7,210.08
Tourism Counselor 595.44 * 0.00 595.44
Lead Tourism Counselor 36,132.27 0.00 36,132.27
Digital Marketing Manager 72,143.08 1,000.00 73,143.08
Tourism Counselor 4,936.75 * 0.00 4,936.75
Tourism Counselor 6,149.76 * 0.00 6,149.76
Director of Digital Marketing 101,875.74 0.00 101,875.74
Tourism Counselor 2,425.40 * 0.00 2,425.40
Director of Marketing Promotions & Merchandising 102,339.42 5,000.00 107,339.42
Assistant Manager 39,873.40 0.00 39,873.40
Tourism Counselor 3,592.50 * 0.00 3,592.50
Tourism Counselor 4,417.50 * 0.00 4,417.50
Grants Coordinator 50,605.62 7,000.00 57,605.62
Tourism Counselor 15,728.17 0.00 15,728.17
Communications Intern 9,160.07 * 0.00 9,160.07
Lead Tourism Counselor 37,939.03 0.00 37,939.03
Digital Marketing Content Specialist 66,174.69 0.00 66,174.69
Procurement Officer 70,844.25 3,000.00 73,844.25
Grants Director 106,271.38 10,000.00 116,271.38
Tourism Counselor 37,135.52 0.00 37,135.52
President & CEO 226,225.70 0.00 226,225.70
Assistant Manager 39,745.80 0.00 39,745.80
VP, Operations & Finance 166,080.12 0.00 166,080.12
Tourism Counselor 13,595.04 0.00 13,595.04
Destination Development Manager 79,002.29 0.00 79,002.29
Social Media Coordinator 55,027.94 0.00 55,027.94
Tourism Counselor 5,205.00 * 0.00 5,205.00
Contracts & Procurement Manager 89,495.35 0.00 89,495.35
Tourism Counselor 4,768.07 * 0.00 4,768.07
Creative Generalist & Graphic Designer 59,827.05 0.00 59,827.05
Lead Tourism Counselor 3,855.73 * 0.00 3,855.73
Director of Destination Development 106,271.38 10,000.00 116,271.38
Distribution Center & Fulfillment Manager 84,177.63 0.00 84,177.63
Assistant Manager 39,456.72 0.00 39,456.72
Contracts Officer 69,222.01 0.00 69,222.01
Brand Director 105,447.90 0.00 105,447.90
PMAP Coordinator 238.45 * 0.00 238.45
Social Media Manager 79,189.45 0.00 79,189.45
Tourism Relations Manager 61,666.73 0.00 61,666.73
Tourism Counselor 4,140.00 * 0.00 4,140.00
Tourism Counselor 11,476.18 0.00 11,476.18
Senior Tourism Relations Manager 69,355.93 0.00 69,355.93
Lead Tourism Counselor 33,711.47 0.00 33,711.47
VP, Research & Strategy 154,093.56 0.00 154,093.56
Locations Manager 73,921.10 0.00 73,921.10
National Sales & Marketing Manager 79,703.60 0.00 79,703.60
Grants Specialist 58,478.66 7,000.00 65,478.66
Tourism Counselor 15,868.61 0.00 15,868.61
Fiscal Year 2024 Virginia Tourism Corporation July 2023 - June 2024
Salary and Bonus Information
All Salaried and Wage Personnel As of June 30, 2024
Salaries & Wages Partial FY 2024 FY 2024
Position Title Paid Year Bonus Total Paid
Film Office Assistant Director 96,593.49 0.00 96,593.49
Tourism Counselor 9,740.03 0.00 9,740.03
Tourism Counselor 5,022.80 * 0.00 5,022.80
Tourism Relations Manager 57,594.21 0.00 57,594.21
Tourism Counselor 14,062.34 0.00 14,062.34
Tourism Relations Manager 56,167.45 0.00 56,167.45
Assistant Manager 41,777.43 0.00 41,777.43
Senior Tourism Relations Manager 57,214.65 0.00 57,214.65
Senior Destination Development Manager 32,265.50 * 0.00 32,265.50
Senior Destination Development Manager 19,761.45 * 0.00 19,761.45
Tourism Counselor 59,481.58 * 0.00 59,481.58
Research & Data Intern 10,384.32 * 0.00 10,384.32
Tourism Counselor 17,733.14 0.00 17,733.14
Tourism Relations Manager 3,410.23 * 0.00 3,410.23
Tourism Counselor 13,922.68 0.00 13,922.68
Tourism Counselor 10,418.50 0.00 10,418.50
Assistant Manager 44,619.49 0.00 44,619.49
Tourism Counselor 18,330.54 0.00 18,330.54
Tourism Counselor 4,411.98 * 0.00 4,411.98
Assistant Manager 39,456.72 0.00 39,456.72
Videographer 71,414.36 0.00 71,414.36
Lead Tourism Counselor 36,132.27 0.00 36,132.27
Tourism Relations Manager 64,165.54 0.00 64,165.54
Lead Tourism Counselor 74,389.96 0.00 74,389.96
Lead Tourism Counselor 37,135.52 0.00 37,135.52
Tourism Counselor 2,141.93 * 0.00 2,141.93
Tourism Counselor 15,943.86 0.00 15,943.86
International Marketing Manager 69,076.70 0.00 69,076.70
Tourism Counselor 12,735.15 * 0.00 12,735.15
Tourism Counselor 14,471.67 0.00 14,471.67
Senior Destination Development Manager 84,326.26 0.00 84,326.26
Chief of Staff 89,471.54 0.00 89,471.54
Tourism Counselor 9,282.18 * 0.00 9,282.18
Tourism Counselor 12,490.35 * 0.00 12,490.35
Assistant Brand Director 90,503.41 0.00 90,503.41
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