Wisconsin Tourism Awards $496,304 in Joint Effort Marketing Grants

MADISON, Wis. – The Department of Tourism recently announced $496,304 awarded in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c) (6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce.

“Tourism is a key part of Wisconsin’s economy, part of a multibillion-dollar ecosystem that will be vital to our state’s recovery,” said Governor Tony Evers. “As more people start to travel again, the programs and initiatives supported by these JEM grants will help draw in visitors from near and far.”

With five rounds of grants throughout the year, the JEM grants are part of an ongoing program to ignite projects and grow economic impact.

“I’m thrilled to recognize the ingenuity and creativity of these organizations across the state,” said Acting Secretary Anne Sayers. “JEM Grants reward great ideas and help make them a reality. I can’t wait to see these fun events and creative marketing campaigns inviting visitors to discover something unexpected.”

Joint Effort Marketing Grant Recipients:

  • Central Wisconsin COVID-19 Recovery Effort, Marshfield Convention & Visitors Bureau – $39,550
  • Come and Enjoy the Backroads of Pierce County, Pierce County Economic Development Corporation – $22,750
  • Come Out and Play!, Driftless Wisconsin, Inc., – $16,275
  • Mammoth Hike Challenge, Ice Age Trail Alliance – $22,725
  • Northern Wisconsin ATV/UTV Traveler Development Project, Antigo/Langlade County Chamber of Commerce – $38,000
  • Oshkosh Rebranding Research & Destination Assessment, Oshkosh Convention & Visitors Bureau – $30,250
  • Promoting Wisconsin as "America's #1 Golf Destination,” Wisconsin State Golf Association – $39,500
  • Rhinelander Area Destination Branding Campaign, Rhinelander Area Chamber of Commerce – $39,550
  • Uncovering Eau Claire's Visitor Profiles Utilizing Marketing Science, Eau Claire Area Convention & Visitors Bureau – $22,376
  • #welovethenorthwoods Northwoods of Wisconsin COVID-19 Regional Marketing Campaign, Minocqua Area Chamber of Commerce – $39,550
  • Wisconsin Dells Golf Media Campaign, Wisconsin Dells Visitor & Convention Bureau – $23,359
  • Art & Chalk Fest 2021, Museum of Wisconsin Art – $23,625
  • Art Infusion 2021, Janesville Area Convention & Visitors Bureau – $20,000
  • Badger Tailgate in Monona, Monona East Side Business Alliance – $13,248
  • Crandon Rocks Labor Day Weekend, Forest County Chamber of Commerce – $39,550
  • Dirt City Duel, Oconto County Economic Development Corporation Inc. – $6,500
  • East Troy Lights, East Troy Chamber of Commerce – $11,650
  • Friends of Rapids Music Festival, Friends of Rapids Music – $4,195
  • Mineral Point Blues & Roots Fest 2021, Mineral Point Historical Society – $2,520
  • River Falls Sip & Shop, River Falls Area Chamber of Commerce – $24,499
  • The Trails to Trout Fishing Tournament, Sparta Area Chamber of Commerce – $13,523
  • Whitewater Storytelling Festival, Whitewater Chamber of Commerce – $3,109

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Eligible expenses include but are not limited to e-mail marketing, print and broadcast ads, direct mail, public relations and billboards. The next round of applications for JEM grants will be accepted through August 1st. For information on the JEM program and application materials, visit industry.travelwisconsin.com.

In fiscal year 2021, the Department funded 45 JEM projects, awarding $1,130,000 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining.