MADISON, Wis. (June 2, 2022) – The Department of Tourism recently awarded $356,534 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.  

“The latest round of JEM grants shows off some of Wisconsin’s one-of-a-kind events and destinations,” said Governor Tony Evers. “Wisconsin outpaced the national average for travel spending recovery compared to 2019 for 24 months in a row, and it’s projects like these that will continue to spur tourism’s recovery and uplift local communities.”

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

“These JEM grant recipients offer countless ways for travelers to discover the unexpected and make lifelong memories with loved ones,” said Secretary-designee Anne Sayers. “Here’s to a summer of embracing what makes Wisconsin special – our celebratory events and spirited campaigns hosted by warm and welcoming communities.”

Joint Effort Marketing Grant Recipients: 

  • Come Out and Play!  Driftless Wisconsin, Your Outdoor Recreation Playground - Driftless Wisconsin Inc – $7,841
  • Frank Lloyd Wright Trail Relaunch, Taliesin Preservation – $39,550
  • Northern Wisconsin ATV/UTV Traveler Development Project, Antigo/Langlade County Chamber of Commerce & Visitors Center – $39,550
  • #welovethenorthwoods , Let's Minocqua – $28,000
  • Wisconsin Art Museums Collaboration, Paine Art Center & Gardens – $39,550
  • All Aboard for Osceola Tourism - Osceola Historical Society – $39,550
  • Art & Chalk Fest 2022 - A Live Arts Festival - Museum of Wisconsin Art – $15,450
  • Coon Creek Canoe Race - Coon Valley Business Association – $1,575
  • Crandon Rocks Labor Day Weekend - Forest County Chamber of Commerce – $30,000
  • ElktoberFest, Elkhart Lake Tourism – $27,928
  • Friends of Rapids Music Festival 2022 - Friends of Rapids Music– $1,915
  • Ice Carving Challenge 2022, City of Marinette – $14,250
  • J.R.R. Tolkien: The Art of the Manuscript Exhibition Marketing, Marquette University – $17,825
  • Jack-O'-Lantern Nights at Racine Zoo, Racine Zoological Society, Inc. – $39,550
  • Mineral Point Blues and Roots Festival 2022 - Mineral Point Historical Society – $2,150
  • Whitewater Storytelling Festival - Whitewater Chamber of Commerce– $1,850

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 August 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 $1.1 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.  


About the Wisconsin Department of Tourism 
The mission of the Wisconsin Department of Tourism is to inspire travelers to visit Wisconsin. Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination. By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism. Learn more at