MEDIA CONTACT:
Danielle Johnson, Wisconsin Department of Tourism
608-266-0458; djohnson@travelwisconsin.com
Mary Fanning-Penny, Rotary Botanical Gardens
(608) 752-3885, ext 19; director@rotarygardens.org
Tourism secretary to present grant
JANESVILLE, Wis. (Oct. 24, 2011) –Rotary Botanical Gardens’ (RBG) Holiday Light Show will shine brighter this year with the help of a $20,000 Joint Effort Marketing grant from the Wisconsin Department of Tourism, presented by Tourism Secretary Stephanie Klett. The Rotary Botanical Gardens’ Holiday Light Show, set to take place Dec. 13-16, 20-23 and 27-30, aims to increase attendance to 11,550 visitors and generate an economic impact of $340,664 from traveler spending at area hotels, restaurants and stores.
“The Rotary Botanical Gardens’ Holiday Light Show is truly a special event and the Department is thrilled to provide promotional support to advance this event to the next level,” said Secretary Klett. “Additional marketing and advertising outside Rock County is sure to attract new visitors and introduce them to everything Janesville has to offer.”
New this year, the Holiday Light Show is adding animated light displays for visitors of all ages to enjoy. Visitors stroll through 20 acres of illuminated pathways in the internationally themed gardens. The show features over 300,000 festive lights, 90 specialty displays, 150 decorated Christmas trees, 2,000 luminaries, and 250 icicles hanging from trees. In addition, an electric train winding along 200 feet of track invites attendees back inside to warm up with a warm beverage and holiday snack. Other activities include make-and-take crafts, photos with Santa and live entertainment.
In fiscal 2012, the Department funded 50 Joint Effort Marketing projects, awarding a total of over $1.1 million dollars. Visitor expenditures driven by the marketing from these projects will exceed $29 million. Traveler spending in Rock County topped $174 million in 2011, supporting over 3,500 jobs and $22 million in state and local taxes.
Grant dollars will fund advertising efforts including print, radio, billboards and online, as well as printing and distributing direct mail pieces. Marketing efforts will target people in Southern Wisconsin and Northern Illinois, with a goal of attracting at least 4,390 visitors outside Rock County. The Gardens also hope to book 4-6 bus tours to Janesville for the event.
“We are incredibly excited about the Holiday Light Show and its going to be better than ever! There’s something for everyone, with live music, appearances by Santa and live reindeer and awesome new displays,” said Rotary Botanical Gardens Executive Director, Mary Fanning-Penny. “We greatly appreciate the support of the Department of Tourism through this generous Joint Effort Marketing grant, as we work together to highlight the Holiday Light Show and Janesville community as a tourist destination.”
The Holiday Light Show kicks off Nov. 30, with the traditional Taste of Chocolate event, which includes a waited dinner, a local chocolate tasting, and premiere viewing of the Holiday Light Show.
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.
