MADISON, Wis. (December 3, 2020) – The Department of Tourism announced $115,690 awarded in Joint Effort Marketing (JEM) grants in November. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c) (6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce.

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Funds from JEM grants can be used for promotional efforts such as e-mail marketing, print and broadcast ads, public relations and billboards. Projected visitor spending in these communities from these awards exceeds $2.64 million.

“The Joint Effort Marketing grant program allows us to support our partners around the state who are uplifting their communities and leading them through economic recovery,” said Tourism Secretary Sara Meaney. “These four JEM grant recipients demonstrate the resilience of Wisconsin’s tourism industry, finding creative ways to engage diverse audiences while supporting their local businesses and destinations.”

Joint Effort Marketing Grant Recipients:

  • Das Fest USA, Elkhorn Area Chamber of Commerce & Tourism Center, Inc. - $39,375
  • Live at the Lake 2021: Pura Fe and Cary Morin concert and Woodland Arts Workshop, Dillmans Create Arts Foundation, Inc. - $10,490
  • Madison Nearcation Campaign, Destination Madison - $37, 575
  • Walk This Way: Footwear from the Stuart Weitzman Collection of Historic Shoes, Paine Art Center & Gardens - $28,250

In fiscal year 2020, the Department funded 51 JEM projects, awarding $1.15 million statewide, with estimated visitor expenditures driven by the marketing from these projects at $65 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 of financial support until projects become self-sustaining. Grant funding is available because of support from Governor Tony Evers and the Wisconsin Legislature.

For information on the JEM program and application materials, visit