Dept. of Tourism: Monroe Arts Center receives over $33,000 tourism for Wisconsin Music Arts Festival

Danielle Johnson, Wisconsin Department of Tourism

Richard Daniels, Monroe Arts Center

New event expected to generate more than $121,000 in visitor spending

MONROE, Wis. (Jan. 22, 2013) – The Monroe Arts Center is boosting marketing efforts for the first year of the Wisconsin Music Arts Festival with the help of a $33,361 Joint Effort Marketing (JEM) grant. Presented by Tourism Secretary Stephanie Klett, the festival is scheduled for June 20-22, 2013, and showcasing a variety of music and workshops for all ages to enjoy. The event is expected to generate an economic impact of about $121,680 from visitor spending at area hotels, restaurants and stores.

“Monroe expertly pairs small town charm with outstanding hospitality, which will ensure a fantastic experience for all those attending Wisconsin Music Arts Festival,” said Klett. “The Monroe Arts Center has a proven track record for hosting outstanding musical performances, so this first year festival is in good hands to entertain and educate thousands this summer.”

This three day festival will feature concerts and workshops throughout the community, including at the Performing Arts Center at Monroe High School, downtown on the square, and at taverns and restaurants just off the square for late night entertainment. Headliners include Wisconsin’s own Michael Perry and the Longbeds, Livingston Taylor, Pieta Brown, The BoDeans, and Lucy Michelle and the Velvet Lapelles. Festival goals include attracting at least 2,000 people to one or more events, create a positive economic impact in the area, and raise the profile of the Monroe Arts Center. Grant funds went toward advertising for the festival, including radio, print and direct mail pieces.

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.

“This JEM grant ensures the Wisconsin Music Arts Festival to be a topic of conversation in 55,000 Midwest households this summer,” said Richard Daniels, Director of the Monroe Arts Center. “We are grateful to the Wisconsin Department of Tourism for this extraordinary opportunity.”

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

The mission of the Wisconsin Department of Tourism is to market the state as the Midwest’s premier travel destination for fun. By executing industry-leading marketing programs, providing reliable travel information and establishing strategic partnerships, we will play a significant role in delivering exceptional customer service and generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at: