Santa Monica Travel & Tourism
Public records raise at least one point you should look into before giving.
What it says it does
THE ORGANIZATION IS THE CITY OF SANTA MONICA'S OFFICIAL PROMOTION AND TOURISM BUREAU. IT IS ORGANIZED TO PROMOTE THE COMMON GOOD AND SOCIAL WELFARE OF THE PEOPLE OF SANTA MONICA THROUGH IMPROVEMENT OF TOURISM AND TRADE IN THE CITY OF SANTA MONICA AND THE PRESERVATION AND IMPROVEMENT OF ECONOMIC CONDITIONS FOR ALL PEOPLE IN SANTA MONICA, THEREBY LESSENING THE BURDENS ON CITY GOVERNMENT. THE ORGANIZATION'S MISSION IS TO INCREASE VISITOR EXPENDITURES AND TOURISM REVENUES THROUGH PROMOTION OF THE AREA AS A TRAVEL DESTINATION.
- Income
- $10.0 million
- Spending
- $10.2 million
- Employees
- 34
- Highest pay
- $437,467, ceo
Source: Form 990 for the year ending June 30, 2025, filed with the Internal Revenue Service. How we rate
Financial health
We do not score finances when yearly spending is very small or the return has too little detail. The ratios stop meaning much at that size.
Source: Form 990 for the year ending June 30, 2025, filed with the Internal Revenue Service. How we rate
Governance
This return does not answer enough of the governance questions to score.
Source: Form 990 for the year ending June 30, 2025, filed with the Internal Revenue Service. How we rate
Impact evidence
Describes programs. Its tax return describes what it does but we have found no measurable results in it.
Programs described in its return (3)
- $5.9 million spent. TOURISM MARKETING DISTRICT (TMD)- A PROGRAM IN CONJUNCTION WITH SANTA MONICA HOTELS FOR THE PURPOSE OF PROVIDING A SELF-ASSESSMENT ON QUALIFYING HOTELS TO GENERATE ADDITIONAL REVENUES FOR TOURISM PROMOTION AND MARKETING. THE ADDITIONAL REVENUES ARE USED TO FUND INTERNATIONAL MARKETING AND SALES CAMPAIGNS TO PROMOTE SANTA MONICA AND ITS LODGING ESTABLISHMENTS.
- $1.9 million spent. VISITOR MARKETING - THE BUREAU AIMS TO INCREASE TOURISM IN THE CITY OF SANTA MONICA THROUGH VARIOUS MEANS INCLUDING:(1) PROVIDING INFORMATION THROUGH PROMOTIONAL MATERIALS SUCH AS PRINTED VISITOR'S GUIDES AND THE CITY'S OFFICIAL WEBSITE (WWW.SANTAMONICA.COM).(2) REPRESENTING THE CITY OF SANTA MONICA IN TRAVEL TRADESHOWS IN OTHER CITIES, BOTH DOMESTIC AND INTERNATIONAL.(3) DEVELOPING RELATIONSHIPS WITH THOSE IN THE TRAVEL INDUSTRY TO PROMOTE THE CITY OF SANTA MONICA AS A TRAVEL DESTINATION.
- $703,148 spent. VISITOR SERVICESPROVIDING INFORMATION THROUGH THE OPERATION OF TOURIST INFORMATION KIOSKS AND GIFT SHOPS SELLING SANTA MONICA BRANDED SOUVENIR ITEMS.
Source: Form 990 for the year ending June 30, 2025, filed with the Internal Revenue Service. How we rate
Legitimacy checks
Is it registered with the IRS? Passed.
Listed in the IRS master file of tax-exempt organizations as a 501(c)(4) social welfare organization.
Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated September 7, 2026.
Has the IRS revoked its tax-exempt status? Passed.
Not on the IRS automatic revocation list.
Source: Automatic revocation of exemption list, Internal Revenue Service, file dated September 30, 2026.
Are donations tax-deductible? Caution.
The IRS master file records contributions to this 501(c)(4) social welfare organization as not deductible.
Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated September 7, 2026.
Is it keeping up with its IRS filings? Passed.
Most recent return on file covers the year ending June 2025.
Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated September 7, 2026.
How long has it been tax-exempt? Passed.
Recognized by the IRS since November 1983.
Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated September 7, 2026.
Is it in good standing with state regulators? Passed.
Not on California's list of charities barred from soliciting. Other states are not yet checked.
Source: May Not Operate or Solicit for Charitable Purposes list, California Attorney General, Registry of Charities and Fundraisers, file dated October 7, 2026.
Ratings and checks are our reading of public records, using the published method. They are not a statement about anyone's honesty. If you work for this organization, you can send corrections or results, confirm you want gifts through Veridonate, or ask to be removed from giving.