MEDIA CONTACT:
Lisa Marshall, Wisconsin Department of Tourism
608-267-3773; lmarshall@travelwisconsin.com
Noreen Rueckert, Green County Tourism
608-328-1838; tourism@greencounty.org
Secy. Stephanie Klett visits Green County and presents tourism grant to promote Smithsonian “Key Ingredients” Exhibit
BRODHEAD, Wis. (April 14, 2011) — Department of Tourism Secretary Stephanie Klett presented a $9,039 Joint Effort Marketing (JEM) grant to Green County Tourism to promote the Smithsonian Traveling Exhibit “Key Ingredients: American by Food.” Presented in partnership with the Wisconsin Humanities Council, the exhibit will run May 6-June 17, 2011 at the Brodhead Memorial Public Library. The exhibit is expected to draw nearly 4,000 people and generate an economic impact of $197,940 for the local area through overnight travelers and day-trippers spending in area hotels, restaurants, attractions and retail.
“Green County has a deep culinary heritage and a reputation as a place to experience some of the best cheese and beer in Wisconsin,” Secy. Klett said. “Green County is leveraging the opportunity this exhibit offers by tying in local culinary experiences, tours, and food events. By taking it to the next level and turning it into a community-wide event, it will have an even bigger economic impact on the area.”
The Joint Effort Marketing (JEM) Grant Program funded 51 projects totaling $1.14 million in fiscal year 2010. Visitor expenditures driven by the marketing from these projects exceeded $30 million.
Through artifacts, photographs and illustrations, the “Key Ingredients: American by Food” exhibit examines the evolution of the American kitchen and how food industries have responded to the technological innovations that have resulted in an ever-wider variety of frozen, prepared and fresh foods. Complimenting the exhibit is a display that showcases local foods, heritage and events; a “Key Ingredients for Kids” exhibit; brochures and maps to help visitors find food-related tours and experiences; and, a series of lectures, cooking contests and promotions.
Funds provided by the JEM grant will help organizers reach a target market within a 1½ to 4 hour drive that includes Northern Illinois, Southern Wisconsin and Eastern Iowa. The multi-faceted marketing plan calls for print, radio, online and outdoor advertising used in combination with social media and public relations to reach key travel writers and food editors.
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 provides support for second and third year projects, but with decreasing amounts for funding each year until projects become self-sustaining.
For information on the JEM Program and application materials, visit http://industry.travelwisconsin.com.
