Public Charity

Santa Monica Travel & Tourism

Santa Monica Travel & Tourism is a nonprofit organization categorized as Public Charity based in Santa Monica, CA. Its most recent IRS filing (2025) reports revenue of $10.0M, expenses of $10.2M, total assets of $5.1M.

EIN: 953799701 Santa Monica, CA Latest filing: 2025

Total Revenue$10.0M

Total Expenses$10.2M

Total Assets$5.1M

Grant Records0

Filing Years2020–2025

Mission

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.

Where $100 goes at Santa Monica Travel & Tourism

How Santa Monica Travel & Tourism divides every $100 it spends, from its own Form 990 filings, averaged across 8 years.

$84 Programs the work itself

$16 Management running the organization

$0 Fundraising none reported

No fundraising costs are reported. That often means fundraising runs through a separate affiliated organization that files its own return.

Inside the $84 for programs

$58

Tourism marketing district (tmd)

69% of program spending

$19

Visitor marketing

23% of program spending

Visitor servicesproviding information through the operation of tourist information kiosks and gift shops selling Santa Monica branded souvenir items

8% of program spending

Source: Form 990 filings with the IRS, latest fiscal year 2025. Shares are from the organization's reported expenses. Data by Imperigo; not affiliated with the IRS.

Officers & Directors

SEC / TREASURER Aleen Carreon

DIR GLOBAL BUS DEV Aleksandr Sigalus

DIRECTOR OF MKTG Amanda Eck

CITY LIAISON Anuj Gupta

Treasurer Charlie Lopez-Quintana

Secretary Darlene Evans

Officer compensation and complete director data available with membership.

Financial Trends

Year	Revenue	Expenses	Assets
2025	$10.0M	$10.2M	$5.1M
2024	$9.2M	$9.9M	$5.5M
2023	$8.7M	$8.6M	$5.7M
2022	$8.4M	$6.7M	$4.3M
2020	$7.1M	$7.2M	$2.9M

Between 2020 and 2025, reported annual revenue grew from $7.1M to $10.0M (+41%), with total assets most recently reported at $5.1M.

Interactive year-over-year charts and full filing details available with membership.

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