SILENT SPORTS CONVERGE IN DRIFTLESS REGION WITH HELP FROM TOURISM GRANT
Grant funds will go toward print, digital and social media advertising for the convergence
LA CROSSE, Wis. (April 27, 2018) – Explore La Crosse is inviting outdoor enthusiasts to converge on the Driftless Region of Wisconsin for a brand new silent sports expo. With help from a $21,264 Joint Effort Marketing (JEM) grant from the Wisconsin Department of Tourism, Driftless Sports Convergence will showcase 50,000 square feet of outdoor sport equipment and information provided by some of the nation’s top experts and retailers. The Convergence is set to take place Saturday, May 19, 2018 at the Onalaska Omni Center.
“We’re thrilled to support Explore La Crosse as they market and host this brand-new expo,” said Tourism Secretary Stephanie Klett. “The Driftless Region is home to one of Wisconsin’s oldest and most unique landscapes, perfect for silent sports lovers. Driftless Sports Convergence will not only highlight the area’s many outdoor activities, it will also create a positive economic impact.”
The Driftless Sports Convergence will highlight the latest in silent sports, from hiking, biking and kayaking to camping, fishing and archery. In addition to equipment vendors, the expo features educational talks and presentations, a family fun zone to encourage youth to get out and be active, a free concert and more. The convergence is expected to attract over 5,000 visitors to the region, generating an estimated $238,000 in visitor spending. Grant funds will go towards digital, outdoor, print, radio and social media advertising.
We are extremely excited to kickoff the first Driftless Sports Convergence on May 19th at the Omni Center in Onalaska. La Crosse County is known for its great outdoor attractions and activities. In 2016 we celebrated an all time high in county wide visitor spending hitting $248,000,000 surpassing 2015 by $12,000,000. We recognize what La Crosse County has to offer to the outdoor enthusiast is a strong part of why people visit our area. The Driftless Sports Convergence allows us to showcase La Crosse County’s outdoor attractions for our residents as well as visitors,” said Executive Director of Explore La Crosse, A.J. Frels.
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. Business sales in La Crosse County totaled $405.7 million in 2016, supporting 4,274 jobs and $31.6 million in state and local taxes.
In fiscal 2017, the Department funded 61 JEM projects, awarding a total of more than $1.1 million. Visitor expenditures driven by the marketing from these projects will exceed $34 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 http://industry.travelwisconsin.com.
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: www.travelwisconsin.com.