Contact: Cullen Werwie, 608-267-7303
Grants will help promote ISAF Nations Cup Grand Final, “Sheboygan Shindig”
Madison – Governor Walker today presented two Joint Effort Marketing (JEM) grants in Sheboygan for the ISAF Nations Cup Grand Final and the “Sheboygan Shindig”. The two events have a combined economic impact of over $600,000.
The first JEM Grant of $28,250 went to the Sheboygan Tourism Division to promote the 2011 ISAF Nations Cup Grand Final, September 13-18, 2011. The Sheboygan Tourism Division projects that 1,500 out-of-town spectators will spend over $394,000 on lodging, food and retail during the six-day international tournament.
“This project raises the profile of Wisconsin’s Great Lakes location internationally,” Governor Walker said. “Tourism is part of the State’s economic foundation and its continued growth is a priority for my administration because of the nearly 300,000 jobs it supports, the tax revenues it generates and the positive image it projects for the state.”
“Sheboygan’s waterfront is a crucial part of our local economy and an important asset of our tourism and business development initiatives. The Nations Cup Grand Final allows us to showcase the Sheboygan shores of Lake Michigan as a desired destination for competitive, recreational and commercial opportunities contributing to a higher quality of life,” said Sheboygan Mayor Bob Ryan
Competitive sailors representing 40 nations will travel to Sheboygan to compete in the ISAF Nations Cup Grand Final on Lake Michigan. The Grand Final is the culmination of eight regional finals taking place around the world including South Africa, Australia, Bahrain, Portugal, Austria and Poland. In 2008, Sheboygan became a US Sailing certified center, one of four official Olympic sailing training centers in the nation and the only center in the Midwest. The certification was instrumental in securing a sailing event of this caliber.
Sheboygan’s vast shoreline of beaches and parks provide optimum viewing of the race by spectators. Opening and closing ceremonies will be open to the public and a Taste of Sheboygan is scheduled on September 15 to encourage spectators to explore the city and its local restaurants. The grant funds will be used to target sailing enthusiasts and spectators in Wisconsin and Northern Illinois with digital advertising, print ads in sailing publications and spots on t2p TV (a sailing video channel).
The second JEM Grant of $12,000 was presented to the John Michael Kohler Arts Center to promote the “Sheboygan Shindig,” a multifaceted project centering on the theme of memory in the arts and including a children’s book festival taking place October 14-16, 2011. Event organizers estimate that marketing efforts will generate 4,800 attendees and $231,000 in traveler spending at area hotels, restaurants and stores.
“This project clearly demonstrates that funding tourism marketing initiatives produces a sound return on investment for the local economy,” Governor Walker said.
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.
“The JEM Grant funding will be very helpful to the promotion of “Sheboygan Shindig” events which reinforce the creative economy through education and the arts,” said Rachel Oliver, Chief Marketing Officer for the John Michael Kohler Arts Center. “We look forward to welcoming many to the three-day event to enjoy a broad range of activities”.
A collaboration of 16 cultural and business partners teamed up to develop this three-day event designed to boost tourism in Sheboygan County. Nationally known authors will offer free book signings, performances and hands-on art workshops. Events will take place at the John Michael Kohler Arts Center, Bookworm Gardens and Mead Public Library. This is the second year of JEM grant funding for Sheboygan Shindig. Last year’s event generated $241,203 in visitor expenditures.
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.
