MADISON, Wis. – The Department of Tourism announced $221,751 awarded in Joint Effort Marketing (JEM) grants. 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.

“Tourism is a critical part of Wisconsin’s economy and I believe the innovation we see as a result of these grants will play a major role in the industry’s bounce back,” said Governor Tony Evers.

With five rounds of grants throughout the year, the JEM grants are part of an ongoing program to ignite projects and grow economic impact. As the tourism industry looks to rebound, these opportunities will be all the more critical to aid in recovery.

“I am so proud of these organizations that bring visitors to communities throughout Wisconsin,” said Acting Secretary Anne Sayers. “JEM grants are just one tool in our toolbox of economic recovery that highlight and reward creative and fun travel experiences and events. I look forward to working with businesses and organizations throughout our state that highlight the best of Wisconsin and spur much-needed economic activity.”

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. A grant award could mean the difference between getting an idea launched and letting it wilt away. Eligible expenses include but are not limited to e-mail marketing, print and broadcast ads, direct mail, public relations, and billboards. Projected revenue from this round of JEM-approved programs exceeds $3.71 million.

Joint Effort Marketing Grant Recipients:

  • 61st Annual Art at the Park, The Trout Museum of Art - $16,613
  • Barron County Xtreme Bull Event, Barron County Pro Rodeo Inc. - $23,300
  • Christkindlmarkt Door County, Sister Bay Historical Society - $22,838
  • Jim Kress Maritime Lighthouse Tower Opening, Door County Maritime Museum - $28,250
  • Jurassic Olympics, Green Lake Renewal Inc. - $2,150
  • Milwaukee Regatta, Greater Milwaukee Committee - $39,550
  • OneFest 2021, OneFest Ltd. - $39,550
  • Osceola Tourism ON TRACK with the Railway, Osceola Historical Society - $39,500
  • Welcome Back to Wisconsin’s Great River Road, “On the Road Again, Wisconsin Mississippi River Parkway Commission - $10,000

The next round of applications for JEM grants will be accepted through April 1st. For information on the JEM program and application materials, visit

In fiscal year 2020, the Department funded 52 JEM projects, awarding $1,154,904 million statewide, with estimated visitor expenditures driven by the marketing from these projects at $206 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.