Gov. Walker: Presents two tourism grants in Milwaukee

Contact: Cullen Werwie, 608-267-7303

Grants to promote “Milwaukee Air & Water Show” and “Doors Open Milwaukee”

MADISON – Governor Walker today presented two Joint Effort Marketing (JEM) grants in Milwaukee that together are projected to have a combined economic impact of nearly $9 million on the local economy from traveler spending in hotels, restaurants, retail and attractions.

“Tourism is a key driver of Wisconsin’s economy,” said Governor Walker. “These two events will give the local economy a boost and provide a sound return on investment for the state. We will continue to support tourism as we strive to grow our economy and encourage job growth.”

The Governor presented a $20,000 grant to VISIT Milwaukee to promote the Milwaukee Air & Water Show, which takes place on the city’s lakefront August 6-7, 2011. VISIT Milwaukee expects 180,000 spectators and 4,500 hotel guests for the two-day event, generating visitor expenditures of over $8.5 million.

“The Milwaukee Air and Water Show brings thousands of visitors to Milwaukee and has a significant, positive economic impact that is felt throughout our community,” said Paul Upchurch, President and CEO of VISIT Milwaukee. “We’re pleased to receive this JEM grant from the Department of Tourism in support of an event that showcases our city and that clearly illustrates the importance of tourism to our local economy.”

The Milwaukee Air & Water Show, now the city’s largest free event, showcases the high-flying U.S. Air Force Thunderbirds and the U.S. Navy Leapfrogs parachute teams as well as nearly a dozen other military and civilian aircraft and aerobatic performers. The water show will feature the Badgerland Water Ski Show Team and a demonstration on sea rescue by the U.S. Coast Guard.

The grant provides funds to support advertising placements in the Illinois edition of USA Today, digital signage on Chicago buses and trains, as well as a robust online campaign. This is the second year the project has received funding through the JEM program. Last year, the event generated over $8 million in lodging, food and retail expenditures for the Milwaukee area.

A second grant was presented to Historic Milwaukee, Inc. to promote their new event, “Doors Open Milwaukee.” Historic Milwaukee estimates 6,000 visitors will travel to Milwaukee for the event for an economic impact of $350,000 from traveler spending in area hotels, restaurants and stores.

“Doors Open Milwaukee” offers visitors an opportunity to view 100 buildings of architectural, cultural and historic interest in Milwaukee’s Third Ward and Yankee Hill during the weekend of September 24-25, 2011. Expert guides will tell the history of Wisconsin’s largest city through 30 tours of Milwaukee’s architectural wonders including the art deco Milwaukee Gas Light building, the Central Library’s green roof, US Bank’s 42nd floor observation deck, the Milwaukee Fire Department’s headquarters and the Joan of Arc Chapel. Similar events have been held in Toronto, New York and Denver with great success.

Historic Milwaukee, Inc. will use the grant funding to draw visitors from Chicago and the Twin Cities with a combination of traditional and new media, public relations, outdoor billboards and brochure distribution.

The Department of Tourism’s marketing 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.

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.

The mission of the Wisconsin Department of Tourism is to market the State as the Midwest’s premier travel destination 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: http://www.travelwisconsin.com.