Tourism Marketing Grant Fund

The Janesville Area Convention & Visitors Bureau, Inc. (JACVB) offers the Tourism Marketing Grant to support special events or marketing projects that promote tourism in Janesville, Wisconsin. As an independent nonprofit 501(c)(6) entity, the JACVB functions as the city’s Destination Marketing Organization and is committed to fostering tourism that stimulates overnight hotel stays and brings economic benefits to the local community. The Tourism Marketing Fund was created to assist organizers and attractions in reaching audiences beyond Rock County, thereby driving visitation and boosting business for Janesville. Eligible projects must target audiences located outside of Rock County. Qualifying uses of the grant include promotional activities for events aimed at out-of-town visitors, development of marketing collateral such as brochures or videos, digital advertising campaigns, and fees associated with bidding for conferences or sporting events. Applications must reflect a strong focus on tourism promotion and not general operating, staffing, or capital expenses. Preference is given to nonprofit organizations or those working in partnership with nonprofits, and applications tied to events that can demonstrate meaningful economic and tourism impact will be prioritized. Applications are typically reviewed twice annually, with deadlines on February 7 and September 1, 2025. While off-cycle submissions may be considered at the discretion of the committee, applicants are strongly advised to apply during the first round regardless of event timing, as available funding may be fully allocated early. To maximize eligibility, applications should be submitted at least 90 days before the event or promotional launch, with programs occurring within the next 12 months receiving priority. Review of applications is conducted by JACVB staff and the Tourism Marketing Fund Committee, who evaluate submissions and make recommendations to the Board of Directors. Final decisions rest with the Board and are not subject to appeal. Funding is strictly reserved for pre-event promotional efforts outside Rock County, including advertising, design, and production of marketing materials. Items such as event signage, programming, and in-county advertising are ineligible for reimbursement. Grantees must provide detailed final reports—including attendance figures, room night estimates, and survey data—within 30 days of event completion. Reimbursements or vendor payments are contingent on proper documentation, and failure to meet reporting deadlines will forfeit funding eligibility. Recipients are expected to acknowledge JACVB sponsorship in all materials and incorporate the slogan “Janesville, Wisconsin’s Great Outside.” Grant recipients may also access support services such as media buying assistance, marketing material distribution, liaison coordination, vendor payment processing, and inclusion in JACVB event listings. All advertising funded by the grant must be pre-approved by the JACVB. Applicants are encouraged to attend the annual Special Event Symposium and work in partnership with JACVB throughout the promotion. Applications are assessed based on five core criteria: potential to generate overnight stays, anticipated economic impact, quality of promotional planning, thoroughness of the application, and the extent to which the event enhances Janesville’s public image. Required application components include project description, budget details, eligibility confirmation, and, if applicable, prior funding history and attendance metrics. Direct contact with JACVB is available for further guidance.

Submit early, at least 90 days before the event. Ensure materials clearly target out-of-county visitors and avoid requests for ineligible costs.