Dept. of Tourism: Rock the Green event receives $25,000 tourism marketing grant


Danielle Johnson, Wisconsin Department of Tourism

608-266-0458; [email protected]

Lindsey Paulsen, Rock the Green

414-459-3943; [email protected]

MILWAUKEE, Wis. – (August 30, 2012) – Rock the Green, the Midwest’s near-zero waste music festival, is boosting its marketing power with the help of a $25,000 Joint Effort Marketing (JEM) grant from the Department of Tourism, presented by Program Manager and Liaison, Shelly Allness. In its second year, Rock the Green is expected to draw several thousand attendees and generate an economic impact of $867,931 from traveler spending at area hotels, restaurants and stores.

“Rock the Green finds an excellent balance of entertainment and sustainable engagement, using innovative green practices, like clean energy powered stages and free freshwater stations, making it truly one of a kind,” said Secretary Stephanie Klett. “This event also showcases our own Travel Green Wisconsin initiative and our mission to promote green travel in addition to creating a positive economic impact in the community.”

On September 15, Rock the Green will bring together world-class musicians and an interactive sustainability experience that highlights innovative green practices and technologies never before utilized at a large-scale event. The event provides local dining options, including farm to fork restaurants, a variety of sustainable activities and actionable green practices – all powered by more than 200 volunteers. Rock the Green’s lineup this year includes Third Eye Blind, Metric, Switchfoot, Imagine Dragons, Atlas Genius, and Morning Parade. A second stage powered entirely by bicycle pedal power, will feature local artists Evan Christian, I’m Not A Pilot, Crooked Keys, Fever Marlene, and Ikarus Down.

In fiscal year 2012, the Department funded 53 Joint Effort Marketing projects, awarding a total of nearly $1.2 million dollars. Visitor expenditures driven by the marketing from these projects will exceed $20 million.

Funds provided by the JEM grant will help organizers extend their marketing reach to include the Chicago area. Marketing efforts include, radio, and print advertising, as well as outdoor and online advertising. Social media and public relations efforts will also be implemented to market and promote the event.

”It is Rock the Green’s mission to educate, engage and empower communities to adopt sustainable practices and healthy lifestyles, so that we can make a collective, positive impact on our environment,” said Lindsay Stevens Gardner, founder and executive director, Rock the Green. “The Wisconsin Department of Tourism and this JEM grant help Rock the Green to draw attendees from other regions, thus impacting communities outside of Milwaukee and Wisconsin while establishing Wisconsin as a leader in sustainability.”

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

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

Rock the Green is a 501(c)3 nonprofit organization dedicated to educating and empowering the community to take actionable steps to live sustainably. Rock the Green accomplishes its mission through engagement and entertainment. Leveraging near-zero waste efforts, Rock the Green produces engaging events with a feather-light eco-footprint. Rock the Green educates through example, through spotlighting other environmental leaders in communities and by sharing experiences and eco-stories with our fans. Annually, Rock the Green draws people to its mission via a world-class music festival that showcases near-zero waste best practices at a large-scale event. For more information about Rock the Green, go to