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        <ProgramServices>85370</ProgramServices>
        <ManagementAndGeneral>9485</ManagementAndGeneral>
      </PensionPlanContributions>
      <OtherEmployeeBenefits>
        <Total>559552</Total>
        <ProgramServices>503597</ProgramServices>
        <ManagementAndGeneral>55955</ManagementAndGeneral>
      </OtherEmployeeBenefits>
      <PayrollTaxes>
        <Total>313686</Total>
        <ProgramServices>282317</ProgramServices>
        <ManagementAndGeneral>31369</ManagementAndGeneral>
      </PayrollTaxes>
      <Advertising>
        <Total>53354</Total>
        <ProgramServices>48019</ProgramServices>
        <ManagementAndGeneral>5335</ManagementAndGeneral>
      </Advertising>
      <DepreciationDepletion>
        <Total>1181432</Total>
        <ProgramServices>1181432</ProgramServices>
      </DepreciationDepletion>
      <OtherExpenses>
        <Description>EVENT RELATED SERVICES</Description>
        <Total>2016991</Total>
        <ProgramServices>2016991</ProgramServices>
      </OtherExpenses>
      <OtherExpenses>
        <Description>OVERHEAD</Description>
        <Total>1895781</Total>
        <ProgramServices>1706203</ProgramServices>
        <ManagementAndGeneral>189578</ManagementAndGeneral>
      </OtherExpenses>
      <OtherExpenses>
        <Description>ANCILLARY SERVICES</Description>
        <Total>1184062</Total>
        <ProgramServices>1065656</ProgramServices>
        <ManagementAndGeneral>118406</ManagementAndGeneral>
      </OtherExpenses>
      <OtherExpenses>
        <Description>MARKETING &amp; PROMOTIONS</Description>
        <Total>451536</Total>
        <ProgramServices>313301</ProgramServices>
        <ManagementAndGeneral>138235</ManagementAndGeneral>
      </OtherExpenses>
      <OtherExpenses>
        <Description>OPERATIONS, MAINTENANCE</Description>
        <Total>326883</Total>
        <ProgramServices>326883</ProgramServices>
      </OtherExpenses>
      <AllOtherExpenses>
        <Total>483043</Total>
        <ProgramServices>469574</ProgramServices>
        <ManagementAndGeneral>13469</ManagementAndGeneral>
      </AllOtherExpenses>
      <TotalFunctionalExpenses>
        <Total>12862709</Total>
        <ProgramServices>11870928</ProgramServices>
        <ManagementAndGeneral>991781</ManagementAndGeneral>
        <Fundraising>0</Fundraising>
      </TotalFunctionalExpenses>
      <SavingsAndTempCashInvestments>
        <BOY>7227759</BOY>
        <EOY>6806205</EOY>
      </SavingsAndTempCashInvestments>
      <AccountsReceivable>
        <BOY>1522885</BOY>
        <EOY>609151</EOY>
      </AccountsReceivable>
      <PrepaidExpensesDeferredCharges>
        <BOY>223473</BOY>
        <EOY>300448</EOY>
      </PrepaidExpensesDeferredCharges>
      <LandBuildingsEquipmentBasis>10677288</LandBuildingsEquipmentBasis>
      <LandBldgEquipmentAccumDeprec>6508135</LandBldgEquipmentAccumDeprec>
      <LandBuildingsEquipmentBasisNet>
        <BOY>5561046</BOY>
        <EOY>4169153</EOY>
      </LandBuildingsEquipmentBasisNet>
      <OtherAssetsTotal>
        <BOY>292321</BOY>
        <EOY>271021</EOY>
      </OtherAssetsTotal>
      <TotalAssets>
        <BOY>14827484</BOY>
        <EOY>12155978</EOY>
      </TotalAssets>
      <AccountsPayableAccruedExpenses>
        <BOY>831780</BOY>
        <EOY>694960</EOY>
      </AccountsPayableAccruedExpenses>
      <DeferredRevenue>
        <BOY>624707</BOY>
        <EOY>696558</EOY>
      </DeferredRevenue>
      <OtherLiabilities>
        <BOY>3444060</BOY>
        <EOY>2423639</EOY>
      </OtherLiabilities>
      <TotalLiabilities>
        <BOY>4900547</BOY>
        <EOY>3815157</EOY>
      </TotalLiabilities>
      <FollowSFAS117>X</FollowSFAS117>
      <UnrestrictedNetAssets>
        <BOY>9926937</BOY>
        <EOY>8340821</EOY>
      </UnrestrictedNetAssets>
      <TotalNetAssetsFundBalances>
        <BOY>9926937</BOY>
        <EOY>8340821</EOY>
      </TotalNetAssetsFundBalances>
      <TotalLiabNetAssetsFundBalances>
        <BOY>14827484</BOY>
        <EOY>12155978</EOY>
      </TotalLiabNetAssetsFundBalances>
      <InfoInScheduleOPartXI>X</InfoInScheduleOPartXI>
      <ReconcilationRevenueExpenses>-779843</ReconcilationRevenueExpenses>
      <ReconcilationOtherChanges>-806273</ReconcilationOtherChanges>
      <InfoInScheduleOPartXII>X</InfoInScheduleOPartXII>
      <MethodOfAccountingAccrual>X</MethodOfAccountingAccrual>
      <AccountantCompileOrReview>0</AccountantCompileOrReview>
      <FSAudited>1</FSAudited>
      <AuditCommittee>1</AuditCommittee>
      <FinancialStatementConsolidated>X</FinancialStatementConsolidated>
      <FederalGrantAuditRequired>0</FederalGrantAuditRequired>
    </IRS990>
    <IRS990ScheduleD documentId="RetDoc1040000001">
      <Buildings>
        <OtherCostOrOtherBasis>1323642</OtherCostOrOtherBasis>
        <Depreciation>589614</Depreciation>
        <BookValue>734028</BookValue>
      </Buildings>
      <LeaseholdImprovements>
        <OtherCostOrOtherBasis>3930006</OtherCostOrOtherBasis>
        <Depreciation>2661883</Depreciation>
        <BookValue>1268123</BookValue>
      </LeaseholdImprovements>
      <Equipment>
        <OtherCostOrOtherBasis>5423640</OtherCostOrOtherBasis>
        <Depreciation>3256638</Depreciation>
        <BookValue>2167002</BookValue>
      </Equipment>
      <TotalOfBookValueLandBuildings>4169153</TotalOfBookValueLandBuildings>
      <OtherLiabilities>
        <Description>ADVANCE TICKET SALES</Description>
        <Amount>2141714</Amount>
      </OtherLiabilities>
      <OtherLiabilities>
        <Description>ADVANCE DEPOSITS</Description>
        <Amount>281925</Amount>
      </OtherLiabilities>
      <TotalOfAmounts>2423639</TotalOfAmounts>
      <TotalRevenue>12082866</TotalRevenue>
      <TotalExpenses>12862709</TotalExpenses>
      <ExcessOrDeficitForYear>-779843</ExcessOrDeficitForYear>
      <OtherAmount>-806273</OtherAmount>
      <TotalAdjustments>-806273</TotalAdjustments>
      <ExcessOrDeficitPerFS>-1586116</ExcessOrDeficitPerFS>
      <TotRevenueEtcAuditedFinclStmt>12082866</TotRevenueEtcAuditedFinclStmt>
      <RevenueNotRptdF990>0</RevenueNotRptdF990>
      <RevenueSubtotal>12082866</RevenueSubtotal>
      <RevenueNotRptdOnFinStmt>0</RevenueNotRptdOnFinStmt>
      <TotalRevenuePerForm990>12082866</TotalRevenuePerForm990>
      <TotExpensesEtcAuditedFinclStmt>12862709</TotExpensesEtcAuditedFinclStmt>
      <ExpensesNotRptdF990>0</ExpensesNotRptdF990>
      <ExpensesSubtotal>12862709</ExpensesSubtotal>
      <ExpensesNotRptdOnFinStmt>0</ExpensesNotRptdOnFinStmt>
      <TotalExpensesPerForm990>12862709</TotalExpensesPerForm990>
      <Form990ScheduleDPartXIV>
        <Identifier>DESCRIPTION OF UNCERTAIN TAX POSITIONS UNDER FIN 48:</Identifier>
        <ReturnReference>PART X:</ReturnReference>
        <Explanation>NO FIN 48 TAX UNCERTAINTIES WERE FOUND OR DISCLOSED IN THE AUDIT.</Explanation>
      </Form990ScheduleDPartXIV>
      <Form990ScheduleDPartXIV>
        <Identifier>PART XI, LINE 8 - OTHER ADJUSTMENTS:</Identifier>
        <Explanation>PRIOR PERIOD ADJUSTMENT REQUIRED TO REFLECT 2007 LAND TRANSFER TO COUNTY -806,273.</Explanation>
      </Form990ScheduleDPartXIV>
      <Form990ScheduleDPartXIV>
        <Explanation>THE GWINNETT CONVENTION AND VISITORS BUREAU, INC. AUDIT IS A CONSOLIDATED AUDIT OF BOTH THE GWINNETT CONVENTION &amp; VISITORS BUREAU AND THE GWINNETT CENTER. THE AUDIT COMBINES THE FINANCIALS OF THE TWO ENTITIES ALLOWING COMPLETION OF SCHEDULE D, PARTS XI, XII AND XIII WITH SUPPLEMENTAL STATEMENTS SHOWING THE INDIVIDUAL FINANCIALS OF EACH FOR THE COMPLETION OF FORM 990, PART III.</Explanation>
      </Form990ScheduleDPartXIV>
    </IRS990ScheduleD>
    <IRS990ScheduleJ documentId="RetDoc1042400001">
      <ClubDuesOrFees>X</ClubDuesOrFees>
      <WrittenPolicyReTAndEExpenses>0</WrittenPolicyReTAndEExpenses>
      <SubstantiationRequired>1</SubstantiationRequired>
      <BoardOrCommitteeApproval>X</BoardOrCommitteeApproval>
      <SeverancePayment>0</SeverancePayment>
      <SupplementalNonqualRetirePlan>0</SupplementalNonqualRetirePlan>
      <EquityBasedCompArrangement>0</EquityBasedCompArrangement>
      <Form990ScheduleJPartII>
        <NamePerson>PRESTON C WILLIAMS</NamePerson>
        <BaseCompensationFilingOrg>281000</BaseCompensationFilingOrg>
        <CompBasedOnRelatedOrgs>0</CompBasedOnRelatedOrgs>
        <BonusFilingOrg>39420</BonusFilingOrg>
        <BonusRelatedOrgs>0</BonusRelatedOrgs>
        <OtherCompensationFilingOrg>1020</OtherCompensationFilingOrg>
        <OtherCompensationRelatedOrgs>0</OtherCompensationRelatedOrgs>
        <DeferredCompFilingOrg>9983</DeferredCompFilingOrg>
        <DeferredCompRelatedOrgs>0</DeferredCompRelatedOrgs>
        <NontaxableBenefitsFilingOrg>0</NontaxableBenefitsFilingOrg>
        <NontaxableBenefitsRelatedOrgs>0</NontaxableBenefitsRelatedOrgs>
        <TotalCompensationFilingOrg>331423</TotalCompensationFilingOrg>
        <TotalCompensationRelatedOrgs>0</TotalCompensationRelatedOrgs>
        <CompReportPrior990FilingOrg>0</CompReportPrior990FilingOrg>
        <CompReportPrior990RelatedOrgs>0</CompReportPrior990RelatedOrgs>
      </Form990ScheduleJPartII>
      <Form990ScheduleJPartII>
        <NamePerson>JOSEPH L DENNIS</NamePerson>
        <BaseCompensationFilingOrg>150015</BaseCompensationFilingOrg>
        <CompBasedOnRelatedOrgs>0</CompBasedOnRelatedOrgs>
        <BonusFilingOrg>16501</BonusFilingOrg>
        <BonusRelatedOrgs>0</BonusRelatedOrgs>
        <OtherCompensationFilingOrg>1020</OtherCompensationFilingOrg>
        <OtherCompensationRelatedOrgs>0</OtherCompensationRelatedOrgs>
        <DeferredCompFilingOrg>7270</DeferredCompFilingOrg>
        <DeferredCompRelatedOrgs>0</DeferredCompRelatedOrgs>
        <NontaxableBenefitsFilingOrg>0</NontaxableBenefitsFilingOrg>
        <NontaxableBenefitsRelatedOrgs>0</NontaxableBenefitsRelatedOrgs>
        <TotalCompensationFilingOrg>174806</TotalCompensationFilingOrg>
        <TotalCompensationRelatedOrgs>0</TotalCompensationRelatedOrgs>
        <CompReportPrior990FilingOrg>0</CompReportPrior990FilingOrg>
        <CompReportPrior990RelatedOrgs>0</CompReportPrior990RelatedOrgs>
      </Form990ScheduleJPartII>
      <Form990ScheduleJPartIII>
        <ReturnReference>PART I, LINE 1A</ReturnReference>
        <Explanation>THE MANAGING AND EXECUTIVE DIRECTORS ARE PROVIDED WITH A DINING CLUB MEMBERSHIP TO THE 1818 CLUB WHICH SERVES AS A GATHERING POIINT FOR GWINNETT BUSINESS PEOPLE.</Explanation>
      </Form990ScheduleJPartIII>
    </IRS990ScheduleJ>
    <IRS990ScheduleL documentId="RetDoc1042800001">
      <Form990ScheduleLPartIV>
        <NameOfInterestedPerson>
          <NamePerson>JIM MARAN RICHARD TUCKER TOM MAR</NamePerson>
        </NameOfInterestedPerson>
        <Relationship>MEMBERS OF BOD OF GCVB &amp; EXCE. COMM. OF GWINNETT CHAMBER OF COMMERCE</Relationship>
        <AmountOfTransaction>257245</AmountOfTransaction>
        <DescriptionOfTransaction>THESE 3 MEMBERS OF THE GWINNETT CHAMBER'S BOD ARE ALSO MEMBERS OF THE GCVB BOARD. BASED ON THE SMALL NUMBER OF CROSSOVER BOD MEMBERS, NO ELEMENT OF CONTROL EXISTS FOR THIS GROUP OF INDIVIDUALS OVER EITHER GCVB'S OR THE GWINNETT CHAMBER'S BOARD OF DIRECTORS.GCBV PAID THE GWINNETT CHAMBER $100,000 FOR A COOPERATIVE MARKETING CAMPAIGN DESIGNED TO ENHANCE THE OVERALL BUSINESS AND TOURISM ENVIRONMENT IN GWINNETT COUNTY IN 2010. GCVB ALSO RENTS ITS OFFICE SPACE FROM THE GWINNETT CHAMBER AND PAID $157,245 FOR THIS OFFICE LEASE IN 2010.</DescriptionOfTransaction>
        <SharingOfRevenues>0</SharingOfRevenues>
      </Form990ScheduleLPartIV>
      <Form990ScheduleLPartIV>
        <NameOfInterestedPerson>
          <NamePerson>RICHARD L TUCKER</NamePerson>
        </NameOfInterestedPerson>
        <Relationship>MEMBER OF BOD &amp; SON IS A MEMBER OF MAHAFFEY PICKENS TUCKER, LLP</Relationship>
        <AmountOfTransaction>15400</AmountOfTransaction>
        <DescriptionOfTransaction>GCVB PAID MAHHAFFEY PICKENS TUCKER, LLP $15,400 IN 2010 TO REPRESENT GCVB IN ANY LEGAL MATTERS.</DescriptionOfTransaction>
        <SharingOfRevenues>0</SharingOfRevenues>
      </Form990ScheduleLPartIV>
    </IRS990ScheduleL>
    <IRS990ScheduleO documentId="RetDoc1044400001">
      <GeneralExplanation>
        <Identifier>FORM 990, PART VI, SECTION A, LINE 2</Identifier>
        <Explanation>THE BOARD OF DIRECTORS OF THE GWINNETT CONVENTION AND VISITORS BUREAU IS COMPOSED OF BUSINESS, GOVERNMENT AND COMMUNITY LEADERS IN THE LOCAL AREA. DUE TO EXTENSIVE INVOLVEMENT OF THESE COMMUNITY LEADERS IN BUSINESS AND OTHER COMMUNITY AFFAIRS, THE MEMBERS OF THE BOARD OF DIRECTORS MAY HAVE NORMAL BUSINESS RELATIONSHIPS THAT MIGHT BE EXPECTED OF LEADERS IN A SUBURBAN COMMUNITY. HOWEVER, THESE BUSINESS RELATIONSHIPS ARE ARMS-LENGTH TRANSACTIONS AND WILL NOT IMPACT THE MISSION OR THE OPERATION OF THE BOARD OF DIRECTORS AS THE CONFLICT OF INTEREST POLICY REQUIRES.</Explanation>
      </GeneralExplanation>
      <GeneralExplanation>
        <Identifier>FORM 990, PART VI, SECTION B, LINE 11</Identifier>
        <Explanation>A COPY OF THE 990 WAS PRESENTED AND DISCUSSED WITH THE ORGANIZATION'S TREASURER, WHO IS A MEMBER OF THE BOARD, PRIOR TO THE FORMS BEING FILED.</Explanation>
      </GeneralExplanation>
      <GeneralExplanation>
        <ReturnReference>FORM 990, PART VI, SECTION B, LINE 12C</ReturnReference>
        <Explanation>BASED ON THE SIZE OF THE ORGANIZATION, NO FORMAL MONITORING MECHANISM EXISTS, RATHER THE SMALL SIZE OF THE ORGANIZATION ALLOWS EMPLOYEES AND MANAGEMENT ALIKE TO KNOW WHEN ISSUES ARISE. IT IS THEN THE OBLIGATION OF THE EMPLOYEE OR MANAGER TO BRING THOSE ISSUES FORTH IN ORDER TO MAINTAIN EMPLOYMENT OR A DIRECTORSHIP POSITION.</Explanation>
      </GeneralExplanation>
      <GeneralExplanation>
        <ReturnReference>FORM 990, PART VI, SECTION B, LINE 15</ReturnReference>
        <Explanation>COMPENSATION IS DETERMINED THROUGH THE BUDGETING PROCESS AND IS APPROVED BY THE BUDGET COMMITTEE AND SUBSEQUENTLY BY THE FULL BOARD.</Explanation>
      </GeneralExplanation>
      <GeneralExplanation>
        <ReturnReference>FORM 990, PART VI, SECTION C, LINE 19</ReturnReference>
        <Explanation>GOVERNING DOCUMENTS AND INTERNAL POLICIES ARE GIVEN TO EMPLOYEES WHEN THEY ARE HIRED BY THE ORGANIZATION AND ARE AVAILABLE WITHIN THE ORGANIZATION'S OFFICE TO THOSE WHO FALL UNDER THEIR COVENENTS, BUT AS PROPRIETARY INFORMATION OF THE ORGANIZATION, THEY AND THE FINANCIAL STATEMENTS ARE NOT MADE AVAILABLE TO THE GENERAL PUBLIC.</Explanation>
      </GeneralExplanation>
      <GeneralExplanation>
        <Identifier>CHANGES IN NET ASSETS OR FUND BALANCES:</Identifier>
        <ReturnReference>FORM 990, PART XI, LINE 5:</ReturnReference>
        <Explanation>PRIOR PERIOD ADJUSTMENT REQUIRED TO REFLECT 2007 LAND TRANSFER TO COUNTY -806,273. TOTAL TO FORM 990, PART XI, LINE 5: -806,273.</Explanation>
      </GeneralExplanation>
      <GeneralExplanation>
        <ReturnReference>FORM 990, PART XI, LINE 2C:</ReturnReference>
        <Explanation>THE PROCESS OF REVIEW OF THE FINANCIALS AND THE TAX RETURN HAS NOT CHANGED SINCE THE PRIOR YEAR. GWINNETT COUNTY HAS OVERSIGHT OVER THE CHOICE OF AUDITOR.</Explanation>
      </GeneralExplanation>
    </IRS990ScheduleO>
    <IRS990ScheduleR documentId="RetDoc1043400001">
      <Form990ScheduleRPartI>
        <NameOfDisregardedEntity>
          <BusinessNameLine1>SUGARLOAF GWINNETT CENTER LLC</BusinessNameLine1>
        </NameOfDisregardedEntity>
        <AddressUS>
          <AddressLine1>6500 SUGARLOAF PKWY STE 200</AddressLine1>
          <City>DULUTH</City>
          <State>GA</State>
          <ZIPCode>30097</ZIPCode>
        </AddressUS>
        <EIN>263603850</EIN>
        <PrimaryActivities>MANAGEMENT OF THE OPERATIONS OF THE CONVENTION CENTER</PrimaryActivities>
        <LegalDomicileState>GA</LegalDomicileState>
        <TotalIncome>-822939</TotalIncome>
        <EOYAssets>7275515</EOYAssets>
      </Form990ScheduleRPartI>
    </IRS990ScheduleR>
  </ReturnData>
</Return>