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Kristina Levan, Wisconsin Department of Tourism

Daryl Fischer, Grant County Tourism Council



Grant funds will go towards market research to draw new visitors to the area 


PLATTEVILLE, Wis. (June 29, 2017) – Tourism Deputy Secretary Sarah Klavas presented a $4,975 Joint Effort Marketing (JEM) grant to the Grant County Tourism Council for new market research efforts aimed at developing a long-term marketing strategy for the county. The research will help the tourism council create a branded campaign and new marketing materials highlighting the county’s travel destinations.  

“We are thrilled to support the Grant County Tourism Council in their efforts to create a cohesive branding and marketing strategy,” said Tourism Secretary Stephanie Klett. “The best marketing efforts are based on solid research. This JEM Grant will help the county take the first steps towards a plan to attract more travelers and showcase the attractions communities in Grant County have to offer.” 

Grant funds will go towards data collection and analysis in the form of surveys to residents and visitors. The Grant County Tourism Council aims to assess visitor perceptions and feedback of the area’s offerings in order to create a strategic marketing plan that highlights successful tourism attractions while promoting interest in lesser known sites.

“There is such a variety within Grant County – whether it’s history, music, award-winning cheeses, craft beers, hiking, biking or activities on both the Mississippi and Wisconsin Rivers – people who come here find more than they were looking for,” said Grant County Tourism Council Marketing Committee Chair Daryl Fischer. “This JEM Grant and study will help focus our efforts as a county to make Southwest Wisconsin a destination for all to enjoy.”

In 2016, the tourism economy in Wisconsin totaled $20 billion, a 3.5 percent increase from 2015. Tourism activity supports 193,500 jobs and the travel and hospitality industry has added 21,500 in employment opportunities for Wisconsin residents since 2010, a 12.4% increase. Visitors generated $1.5 billion in state and local revenue. Wisconsin taxpayers would need to pay $650 per household in order to maintain current government services. Business sales in Grant County totaled $82.2 million in 2016, supporting 884 jobs and $5.4 million in state and local taxes.

In fiscal 2016, the Department funded 57 JEM projects, awarding a total of more than $1.1 million. Visitor expenditures driven by the marketing from these projects will exceed $31 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 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 for fun 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:

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Photo credit: Members of the Grant County Tourism Council at the JEM Grant Presentation.