MADISON, Wis. (December 20, 2021) – The Department of Tourism recently announced $253,976 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.  

“Wisconsin’s tourism industry is a central part of our Wisconsin way of life and the long-term economic success of our state,” said Gov. Evers. “These JEM grants will continue to build on our work of investing more than $200 million into Wisconsin’s tourism and hospitality industries to ensure Wisconsinites and visitors from all over the world can experience all our state has to offer from River Falls to West Bend.”

With five rounds of grants throughout the year, the JEM grants are part of an ongoing program to ignite projects and grow economic impact.  

“This round of JEM grants features new and existing events throughout Wisconsin sure to delight and inspire,” said Secretary-designee Anne Sayers. “These organizations are coming together to feature Wisconsin’s spirited nature while driving real economic impact for local communities.” 

Joint Effort Marketing Grant Recipients: 

  • Barron County Pro Rodeo Event, Barron County Pro Rodeo, Inc. – $17,313 
  • Blue Ox Music Festival, Visit Eau Claire – $19,875 
  • Bourbon, Bluegrass & Brews, River Falls Area Chamber of Commerce – $27,788 
  • Country Jam USA-Operation Head East, Visit Eau Claire – $39,500 
  • DAS Fest USA, United Way of Walworth County – $24,500 
  • Dirty Ninja Mud Run for Kids, City of West Bend – $5,000 
  • Eau Claire Marathon, Visit Eau Claire – $39,500 
  • Glass Lakeside Art Show & Sale (GLASS) Arts Festival, Bergstrom-Mahler Museum of Glass – $39,500 
  • The Nature of Light: An Exploration After Dark, Paine Art Center & Gardens – $28,250 
  • Wisconsin River Pro Rodeo, Lincoln County Rodeo Association – $12,750 

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. Eligible expenses include but are not limited to email marketing, print and broadcast ads, direct mail, public relations and billboards. The next round of applications for JEM grants will be accepted through February 1, 2022. For more information on the JEM program, all deadlines and application materials, visit

In fiscal year 2021, the Department funded 45 JEM projects, awarding $1,180,000 million statewide. JEM grant funds are available to nonprofit 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 funding until projects become self-sustaining.