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        <PersonNm>LAUREL CHAMPION</PersonNm>
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        <IndividualTrusteeOrDirectorInd>X</IndividualTrusteeOrDirectorInd>
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        <ReportableCompFromRltdOrgAmt>0</ReportableCompFromRltdOrgAmt>
        <OtherCompensationAmt>0</OtherCompensationAmt>
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      <Form990PartVIISectionAGrp>
        <PersonNm>MARY KERR</PersonNm>
        <TitleTxt>PRESIDENT &amp;</TitleTxt>
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        <OfficerInd>X</OfficerInd>
        <ReportableCompFromOrgAmt>222447</ReportableCompFromOrgAmt>
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        <OtherCompensationAmt>14997</OtherCompensationAmt>
      </Form990PartVIISectionAGrp>
      <Form990PartVIISectionAGrp>
        <PersonNm>SARAH MILLER</PersonNm>
        <TitleTxt>VP OF FINANC</TitleTxt>
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        <ReportableCompFromOrgAmt>153661</ReportableCompFromOrgAmt>
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        <OtherCompensationAmt>5610</OtherCompensationAmt>
      </Form990PartVIISectionAGrp>
      <Form990PartVIISectionAGrp>
        <PersonNm>DENNIS DOYLE</PersonNm>
        <TitleTxt>VP OF SALES</TitleTxt>
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        <ReportableCompFromOrgAmt>167982</ReportableCompFromOrgAmt>
        <ReportableCompFromRltdOrgAmt>0</ReportableCompFromRltdOrgAmt>
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      </Form990PartVIISectionAGrp>
      <Form990PartVIISectionAGrp>
        <PersonNm>CHAD WIEBESICK</PersonNm>
        <TitleTxt>VP, MARKETIN</TitleTxt>
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        <ReportableCompFromRltdOrgAmt>0</ReportableCompFromRltdOrgAmt>
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      <FormerOfcrEmployeesListedInd>false</FormerOfcrEmployeesListedInd>
      <TotalCompGreaterThan150KInd>true</TotalCompGreaterThan150KInd>
      <CompensationFromOtherSrcsInd>false</CompensationFromOtherSrcsInd>
      <ContractorCompensationGrp>
        <ContractorName>
          <BusinessName>
            <BusinessNameLine1Txt>MMGY GLOBAL LLC</BusinessNameLine1Txt>
          </BusinessName>
        </ContractorName>
        <ContractorAddress>
          <USAddress>
            <AddressLine1Txt>4601 MADISON AVENUE</AddressLine1Txt>
            <CityNm>KANSAS CITY</CityNm>
            <StateAbbreviationCd>MO</StateAbbreviationCd>
            <ZIPCd>64112</ZIPCd>
          </USAddress>
        </ContractorAddress>
        <ServicesDesc>MARKETING</ServicesDesc>
        <CompensationAmt>1028962</CompensationAmt>
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      <ContractorCompensationGrp>
        <ContractorName>
          <BusinessName>
            <BusinessNameLine1Txt>SIMPLEVIEW LLC</BusinessNameLine1Txt>
          </BusinessName>
        </ContractorName>
        <ContractorAddress>
          <USAddress>
            <AddressLine1Txt>7458 N LA CHOLLA BLVD</AddressLine1Txt>
            <AddressLine2Txt>SUITE 100</AddressLine2Txt>
            <CityNm>TUCSON</CityNm>
            <StateAbbreviationCd>AZ</StateAbbreviationCd>
            <ZIPCd>85741</ZIPCd>
          </USAddress>
        </ContractorAddress>
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      <ContractorCompensationGrp>
        <ContractorName>
          <BusinessName>
            <BusinessNameLine1Txt>ARBOR ATRIUM LIMITED PARTNERSHIP</BusinessNameLine1Txt>
          </BusinessName>
        </ContractorName>
        <ContractorAddress>
          <USAddress>
            <AddressLine1Txt>3773 EAST ELLSWORTH ROAD</AddressLine1Txt>
            <CityNm>ANN ARBOR</CityNm>
            <StateAbbreviationCd>MI</StateAbbreviationCd>
            <ZIPCd>48108</ZIPCd>
          </USAddress>
        </ContractorAddress>
        <ServicesDesc>RENT</ServicesDesc>
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      </ContractorCompensationGrp>
      <CntrctRcvdGreaterThan100KCnt>3</CntrctRcvdGreaterThan100KCnt>
      <MembershipDuesAmt>25225</MembershipDuesAmt>
      <TotalContributionsAmt>25225</TotalContributionsAmt>
      <ProgramServiceRevenueGrp>
        <Desc>ACCOMODATIONS TAX</Desc>
        <BusinessCd>900099</BusinessCd>
        <TotalRevenueColumnAmt>6721856</TotalRevenueColumnAmt>
        <RelatedOrExemptFuncIncomeAmt>6721856</RelatedOrExemptFuncIncomeAmt>
      </ProgramServiceRevenueGrp>
      <ProgramServiceRevenueGrp>
        <Desc>VISITORS GUIDE ADVERTISING</Desc>
        <BusinessCd>519100</BusinessCd>
        <TotalRevenueColumnAmt>138470</TotalRevenueColumnAmt>
        <UnrelatedBusinessRevenueAmt>138470</UnrelatedBusinessRevenueAmt>
      </ProgramServiceRevenueGrp>
      <TotalProgramServiceRevenueAmt>6860326</TotalProgramServiceRevenueAmt>
      <OtherRevenueMiscGrp>
        <Desc>MISCELLANEOUS REVENUE</Desc>
        <BusinessCd>900099</BusinessCd>
        <TotalRevenueColumnAmt>69575</TotalRevenueColumnAmt>
        <RelatedOrExemptFuncIncomeAmt>69575</RelatedOrExemptFuncIncomeAmt>
      </OtherRevenueMiscGrp>
      <OtherRevenueTotalAmt>69575</OtherRevenueTotalAmt>
      <TotalRevenueGrp>
        <TotalRevenueColumnAmt>6955126</TotalRevenueColumnAmt>
        <RelatedOrExemptFuncIncomeAmt>6791431</RelatedOrExemptFuncIncomeAmt>
        <UnrelatedBusinessRevenueAmt>138470</UnrelatedBusinessRevenueAmt>
      </TotalRevenueGrp>
      <CompCurrentOfcrDirectorsGrp>
        <TotalAmt>396715</TotalAmt>
        <ProgramServicesAmt>396715</ProgramServicesAmt>
      </CompCurrentOfcrDirectorsGrp>
      <OtherSalariesAndWagesGrp>
        <TotalAmt>1420163</TotalAmt>
        <ProgramServicesAmt>1386526</ProgramServicesAmt>
        <ManagementAndGeneralAmt>33637</ManagementAndGeneralAmt>
      </OtherSalariesAndWagesGrp>
      <PensionPlanContributionsGrp>
        <TotalAmt>61268</TotalAmt>
        <ProgramServicesAmt>59430</ProgramServicesAmt>
        <ManagementAndGeneralAmt>1838</ManagementAndGeneralAmt>
      </PensionPlanContributionsGrp>
      <OtherEmployeeBenefitsGrp>
        <TotalAmt>101123</TotalAmt>
        <ProgramServicesAmt>98089</ProgramServicesAmt>
        <ManagementAndGeneralAmt>3034</ManagementAndGeneralAmt>
      </OtherEmployeeBenefitsGrp>
      <PayrollTaxesGrp>
        <TotalAmt>126274</TotalAmt>
        <ProgramServicesAmt>122486</ProgramServicesAmt>
        <ManagementAndGeneralAmt>3788</ManagementAndGeneralAmt>
      </PayrollTaxesGrp>
      <FeesForServicesLegalGrp>
        <TotalAmt>19219</TotalAmt>
        <ManagementAndGeneralAmt>19219</ManagementAndGeneralAmt>
      </FeesForServicesLegalGrp>
      <FeesForServicesAccountingGrp>
        <TotalAmt>13680</TotalAmt>
        <ManagementAndGeneralAmt>13680</ManagementAndGeneralAmt>
      </FeesForServicesAccountingGrp>
      <FeesForServicesOtherGrp>
        <TotalAmt>204834</TotalAmt>
        <ProgramServicesAmt>176345</ProgramServicesAmt>
        <ManagementAndGeneralAmt>28489</ManagementAndGeneralAmt>
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      <AdvertisingGrp>
        <TotalAmt>3023491</TotalAmt>
        <ProgramServicesAmt>3023491</ProgramServicesAmt>
      </AdvertisingGrp>
      <OfficeExpensesGrp>
        <TotalAmt>232964</TotalAmt>
        <ProgramServicesAmt>225975</ProgramServicesAmt>
        <ManagementAndGeneralAmt>6989</ManagementAndGeneralAmt>
      </OfficeExpensesGrp>
      <InformationTechnologyGrp>
        <TotalAmt>94353</TotalAmt>
        <ManagementAndGeneralAmt>94353</ManagementAndGeneralAmt>
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      <OccupancyGrp>
        <TotalAmt>276538</TotalAmt>
        <ProgramServicesAmt>268242</ProgramServicesAmt>
        <ManagementAndGeneralAmt>8296</ManagementAndGeneralAmt>
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      <TravelGrp>
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        <ProgramServicesAmt>114388</ProgramServicesAmt>
        <ManagementAndGeneralAmt>3538</ManagementAndGeneralAmt>
      </TravelGrp>
      <ConferencesMeetingsGrp>
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        <ProgramServicesAmt>246962</ProgramServicesAmt>
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      <DepreciationDepletionGrp>
        <TotalAmt>82621</TotalAmt>
        <ProgramServicesAmt>80142</ProgramServicesAmt>
        <ManagementAndGeneralAmt>2479</ManagementAndGeneralAmt>
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      <OtherExpensesGrp>
        <Desc>FAM</Desc>
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        <ProgramServicesAmt>184930</ProgramServicesAmt>
      </OtherExpensesGrp>
      <OtherExpensesGrp>
        <Desc>MISCELLANEOUS</Desc>
        <TotalAmt>94053</TotalAmt>
        <ProgramServicesAmt>90291</ProgramServicesAmt>
        <ManagementAndGeneralAmt>3762</ManagementAndGeneralAmt>
      </OtherExpensesGrp>
      <OtherExpensesGrp>
        <Desc>CTAP</Desc>
        <TotalAmt>84363</TotalAmt>
        <ProgramServicesAmt>84363</ProgramServicesAmt>
      </OtherExpensesGrp>
      <OtherExpensesGrp>
        <Desc>PARKING TAX EXPENSE</Desc>
        <TotalAmt>6671</TotalAmt>
        <ManagementAndGeneralAmt>6671</ManagementAndGeneralAmt>
      </OtherExpensesGrp>
      <TotalFunctionalExpensesGrp>
        <TotalAmt>6788148</TotalAmt>
        <ProgramServicesAmt>6558375</ProgramServicesAmt>
        <ManagementAndGeneralAmt>229773</ManagementAndGeneralAmt>
        <FundraisingAmt>0</FundraisingAmt>
      </TotalFunctionalExpensesGrp>
      <CashNonInterestBearingGrp>
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        <EOYAmt>1707922</EOYAmt>
      </CashNonInterestBearingGrp>
      <SavingsAndTempCashInvstGrp>
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        <EOYAmt>175691</EOYAmt>
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      <AccountsReceivableGrp>
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        <EOYAmt>617512</EOYAmt>
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      <PrepaidExpensesDefrdChargesGrp>
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        <EOYAmt>19182</EOYAmt>
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      <LandBldgEquipCostOrOtherBssAmt>841641</LandBldgEquipCostOrOtherBssAmt>
      <LandBldgEquipAccumDeprecAmt>260352</LandBldgEquipAccumDeprecAmt>
      <LandBldgEquipBasisNetGrp>
        <BOYAmt>560358</BOYAmt>
        <EOYAmt>581289</EOYAmt>
      </LandBldgEquipBasisNetGrp>
      <TotalAssetsGrp>
        <BOYAmt>2891210</BOYAmt>
        <EOYAmt>3101596</EOYAmt>
      </TotalAssetsGrp>
      <AccountsPayableAccrExpnssGrp>
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        <EOYAmt>209535</EOYAmt>
      </AccountsPayableAccrExpnssGrp>
      <TotalLiabilitiesGrp>
        <BOYAmt>166127</BOYAmt>
        <EOYAmt>209535</EOYAmt>
      </TotalLiabilitiesGrp>
      <OrganizationFollowsSFAS117Ind>X</OrganizationFollowsSFAS117Ind>
      <UnrestrictedNetAssetsGrp>
        <BOYAmt>2725083</BOYAmt>
        <EOYAmt>2892061</EOYAmt>
      </UnrestrictedNetAssetsGrp>
      <TotalNetAssetsFundBalanceGrp>
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        <EOYAmt>2892061</EOYAmt>
      </TotalNetAssetsFundBalanceGrp>
      <TotLiabNetAssetsFundBalanceGrp>
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        <EOYAmt>3101596</EOYAmt>
      </TotLiabNetAssetsFundBalanceGrp>
      <ReconcilationRevenueExpnssAmt>166978</ReconcilationRevenueExpnssAmt>
      <MethodOfAccountingAccrualInd>X</MethodOfAccountingAccrualInd>
      <AccountantCompileOrReviewInd>false</AccountantCompileOrReviewInd>
      <FSAuditedInd>true</FSAuditedInd>
      <FSAuditedBasisGrp>
        <SeparateBasisFinclStmtInd>X</SeparateBasisFinclStmtInd>
      </FSAuditedBasisGrp>
      <AuditCommitteeInd>true</AuditCommitteeInd>
      <FederalGrantAuditRequiredInd>false</FederalGrantAuditRequiredInd>
    </IRS990>
    <IRS990ScheduleC documentId="RetDoc3">
      <SubstantiallyAllDuesNondedInd>true</SubstantiallyAllDuesNondedInd>
      <OnlyInHouseLobbyingInd>false</OnlyInHouseLobbyingInd>
      <AgreeCarryoverPriorYearInd>false</AgreeCarryoverPriorYearInd>
    </IRS990ScheduleC>
    <IRS990ScheduleD documentId="RetDoc4">
      <LeaseholdImprovementsGrp>
        <OtherCostOrOtherBasisAmt>592449</OtherCostOrOtherBasisAmt>
        <DepreciationAmt>147303</DepreciationAmt>
        <BookValueAmt>445146</BookValueAmt>
      </LeaseholdImprovementsGrp>
      <EquipmentGrp>
        <OtherCostOrOtherBasisAmt>249192</OtherCostOrOtherBasisAmt>
        <DepreciationAmt>113049</DepreciationAmt>
        <BookValueAmt>136143</BookValueAmt>
      </EquipmentGrp>
      <TotalBookValueLandBuildingsAmt>581289</TotalBookValueLandBuildingsAmt>
      <TotalRevEtcAuditedFinclStmtAmt>6955126</TotalRevEtcAuditedFinclStmtAmt>
      <RevenueSubtotalAmt>6955126</RevenueSubtotalAmt>
      <TotalRevenuePerForm990Amt>6955126</TotalRevenuePerForm990Amt>
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      <ExpensesSubtotalAmt>6788148</ExpensesSubtotalAmt>
      <TotalExpensesPerForm990Amt>6788148</TotalExpensesPerForm990Amt>
    </IRS990ScheduleD>
    <IRS990ScheduleJ documentId="RetDoc5">
      <CompensationCommitteeInd>X</CompensationCommitteeInd>
      <CompensationSurveyInd>X</CompensationSurveyInd>
      <BoardOrCommitteeApprovalInd>X</BoardOrCommitteeApprovalInd>
      <SeverancePaymentInd>false</SeverancePaymentInd>
      <SupplementalNonqualRtrPlanInd>false</SupplementalNonqualRtrPlanInd>
      <EquityBasedCompArrngmInd>false</EquityBasedCompArrngmInd>
      <RltdOrgOfficerTrstKeyEmplGrp>
        <PersonNm>MARY KERR</PersonNm>
        <TitleTxt>PRESIDENT &amp; CEO</TitleTxt>
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        <BonusFilingOrganizationAmount>27248</BonusFilingOrganizationAmount>
        <DeferredCompensationFlngOrgAmt>5400</DeferredCompensationFlngOrgAmt>
        <NontaxableBenefitsFilingOrgAmt>9597</NontaxableBenefitsFilingOrgAmt>
        <TotalCompensationFilingOrgAmt>237444</TotalCompensationFilingOrgAmt>
      </RltdOrgOfficerTrstKeyEmplGrp>
      <RltdOrgOfficerTrstKeyEmplGrp>
        <PersonNm>SARAH MILLER</PersonNm>
        <TitleTxt>VP OF FINANCE</TitleTxt>
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        <BonusFilingOrganizationAmount>15000</BonusFilingOrganizationAmount>
        <DeferredCompensationFlngOrgAmt>5400</DeferredCompensationFlngOrgAmt>
        <NontaxableBenefitsFilingOrgAmt>210</NontaxableBenefitsFilingOrgAmt>
        <TotalCompensationFilingOrgAmt>159271</TotalCompensationFilingOrgAmt>
      </RltdOrgOfficerTrstKeyEmplGrp>
      <RltdOrgOfficerTrstKeyEmplGrp>
        <PersonNm>DENNIS DOYLE</PersonNm>
        <TitleTxt>VP OF SALES</TitleTxt>
        <BaseCompensationFilingOrgAmt>119863</BaseCompensationFilingOrgAmt>
        <BonusFilingOrganizationAmount>48119</BonusFilingOrganizationAmount>
        <DeferredCompensationFlngOrgAmt>103</DeferredCompensationFlngOrgAmt>
        <NontaxableBenefitsFilingOrgAmt>2484</NontaxableBenefitsFilingOrgAmt>
        <TotalCompensationFilingOrgAmt>170569</TotalCompensationFilingOrgAmt>
      </RltdOrgOfficerTrstKeyEmplGrp>
    </IRS990ScheduleJ>
    <IRS990ScheduleO documentId="RetDoc6">
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>FORM 990, PAGE 6, PART VI, LINE 11B</FormAndLineReferenceDesc>
        <ExplanationTxt>THE FINANCE COMMITTEE AND VICE PRESIDENT OF FINANCE AND ADMINISTRATION REVIEW THE 990 IN DETAIL. THE FULL BOARD IS PROVIDED A COPY OF THE 990 TO REVIEW PRIOR TO THE 990 BEING FILED.</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>FORM 990, PAGE 6, PART VI, LINE 12C</FormAndLineReferenceDesc>
        <ExplanationTxt>SHOULD CONFLICTS ARISE, THE EXECUTIVE COMMITTEE WOULD HANDLE APPROPRIATELY.</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>FORM 990, PAGE 6, PART VI, LINE 15A</FormAndLineReferenceDesc>
        <ExplanationTxt>THE FULL BOARD OF DIRECTORS EVALUATES THE PRESIDENT AND CEO ON PREVIOUS YEAR'S GOALS SET BY THE EXECUTIVE COMMITTEE. THE RESULTS ARE TABULATED BY THE CHAIRMAN OF THE BOARD AND THEN RELAYED TO THE PRESIDENT AND CEO IN A PRIVATE MEETING. THE PROCESS ALSO USES BENCHMARKS OF SIMILAR ORGANIZATIONS TO ADEQUATELY SET COMPENSATION.</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>FORM 990, PAGE 6, PART VI, LINE 15B</FormAndLineReferenceDesc>
        <ExplanationTxt>MANAGEMENT SETS THE COMPENSATION FOR ALL EMPLOYEES BASED ON MERIT AND PERFORMANCE REVIEWS. THE PRESIDENT APPROVES ALL WAGES. TOTAL COMPENSATION IS APPROVED IN THE ANNUAL BUDGET BY THE BOARD OF DIRECTORS.</ExplanationTxt>
      </SupplementalInformationDetail>
      <SupplementalInformationDetail>
        <FormAndLineReferenceDesc>FORM 990, PAGE 6, PART VI, LINE 19</FormAndLineReferenceDesc>
        <ExplanationTxt>GOVERNING DOCUMENTS ARE AVAILABLE UPON REQUEST.</ExplanationTxt>
      </SupplementalInformationDetail>
    </IRS990ScheduleO>
  </ReturnData>
</Return>