Driftless Wisconsin gets JEM Grant
Driftless Wisconsin receives a check for $15,000 from the Wisconsin Department of Tourism for a Sales Promotion JEM Grant at Prairie Fun Land, one of the promotion’s participating businesses. From left to right are: Paula Sheckler, Prairie Fun Land; Patrick Reinsma and Heidi S. Roekle, Wisconsin Department of Tourism; State Representative Lee Nerison; Rick Kettner, Will Cronin, and Eric Frydenlund, Driftless Wisconsin; and Meaghan Hackett and Kurt Sheckler, Prairie Fun Land. (Photo submitted)
Driftless Wisconsin to welcome
new travelers with help from tourism grant
By Ted Pennekamp
Driftless Wisconsin is encouraging visitors to explore Southwest Wisconsin with help from a $15,000 Joint Effort Marketing (JEM) Grant from the Wisconsin Department of Tourism. “Exploring Driftless Wisconsin” provides discounted itineraries to inspire travelers and help them plan a visit to Vernon and Crawford counties and the Kickapoo Valley. Each itinerary includes suggested lodging and dining options, as well as local attractions and activities for four themes: history, fishing, outdoor recreation and family fun.
“The Driftless Region is home to one of Wisconsin’s most unique and ancient landscapes and natural resources in the state, as well as excellent historic sites, restaurants and accommodations,” said Tourism Secretary Stephanie Klett. “We are thrilled to support a campaign that promotes the many activities the area has to offer while creating a positive economic impact across multiple communities.”
In fiscal 2015, the department funded 59 JEM projects, awarding a total of more than $1.1 million. Visitor expenditures driven by the marketing from these projects will exceed $31 million. In 2014, the tourism economy in Wisconsin totaled $18.5 billion, a more than five percent increase from 2013. Total business sales in Crawford County reached nearly $60 million in 2014, supporting 714 local jobs and $5.5 million in state and local taxes. Also in 2014, total business sales in Vernon County totaled $53.2, supporting 468 jobs and nearly $4 million in state and local taxes.
Exploring Driftless Wisconsin itineraries are available for a seven-week period from April 29 through June 15. Visitors can download the itineraries from www.driftlesswisconsin.com beginning April 29 or request one to be sent via email. Each itinerary will also include discounts to local businesses that correspond to each theme. Driftless Wisconsin anticipates the promotion will draw nearly 800 visitors to the area, resulting in an estimated impact of $83,000. Grant funds will go towards print, online and radio advertising, as well as PR and social media efforts.
“We are very grateful to the Department of Tourism for this opportunity to showcase our region,” said Eric Frydenlund, Driftless Wisconsin Administrator. “This is our fourth year of working with the JEM Grant program and the results have been impressive, both in the economic impact to our region and additional interest in our area as measured by visits to our website. We’re very pleased that 22 businesses have already stepped forward to offer discounts for ‘Exploring Driftless Wisconsin’ and hope to have more on board by the start of the campaign.”
Frydenlund noted that the $15,000 JEM Grant will have matching funds of $5,800, which puts the total to $20,800 for the marketing campaign.
Frydenlund said that he is in the process of putting coupons on the Driftless Wisconsin website for participating businesses listed as part of the various itineraries that visitors may want to undertake. The website is www.driftlesswisconsin.com. Frydenlund said that Driftless Wisconsin will be advertising heavily in the Madison, Milwaukee and Chicago areas. They will also be advertising in “Silent Sports Magazine.”
Just a few of the itineraries and participating area businesses are: Prairie Fun Land in Prairie du Chien under the itinerary of Family Fun, the Barn Restaurant in Prairie du Chien in the Fishing itinerary, Captain Hook’s/Clements Fishing Barge in Genoa, the Driftless Angler of Viroqua, Kickapoo Valley Ranch of La Farge, Roth House or Old Oak Inn of Soldiers Grove under the Outdoor Recreation itinerary, Watercrest Cafe and Kickapoo Exchange in Gays Mills, Country Inn & Suites and Waterpark in Prairie du Chien, and Crooked Creek Canoe of Readstown.
JEM Grant funds are available to non-profit 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. For information on the JEM Program and application materials, visit http://industry.travelwisconsin.com.
The mission of the Wisconsin Department of Tourism is to market the state as the Midwest’s premier travel destination for fun by executing industry-leading marketing programs and establishing strategic partnerships. The Department plays a significant role in generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at: www.travelwisconsin.com.
