Tourism Marketing Grant Program

The Janesville Area Convention & Visitors Bureau (JACVB) is offering its Tourism Marketing Fund to support attractions and event organizers. The primary goal is to encourage visitors from outside Rock County, Wisconsin, to generate overnight hotel stays and provide a positive economic impact on the Janesville community. As an independent non-profit 501(c)(6) organization, the JACVB serves as Janesville’s Destination Marketing Organization, aligning its mission with fostering local economic growth through tourism. The grant targets non-profit organizations or those with strong demonstrated partnerships with non-profits. The beneficiaries are attractions and event organizers who aim to market to audiences outside of Rock County. The ultimate impact goal is to create overnight stays in Janesville, leading to a positive economic impact for a wider range of local businesses. The JACVB prioritizes applications that demonstrate potential for creating new or increased business for Janesville, encouraging self-supporting events, and aligning with the "Janesville, Wisconsin’s Great Outside" brand. Key focuses for qualifying projects include promoting special events, developing marketing materials (brochures, videos, website design, direct mail), advertising buys, social media campaigns, and conference and sporting event bidding fees. The JACVB will not fund organizations that discriminate, political entities, building/capital campaigns, organizations benefiting only a few, or requests for staffing/administrative/operational/supplies purposes. This strategic filtering ensures that the grants support initiatives directly contributing to tourism marketing and economic stimulation. Expected outcomes include an increase in out-of-county visitors, a rise in overnight hotel stays, and greater media exposure for Janesville events and promotions at the county, state, or regional level. Measurable results will likely be assessed through the number of overnight stays generated, the economic impact on local businesses, and the reach of marketing campaigns. The JACVB's theory of change posits that by investing in targeted tourism marketing, they can effectively draw visitors, thereby bolstering the local economy and enhancing Janesville's reputation as a destination. Strong consideration is given to proposals that include matching funds from the applicant, further amplifying the potential for a positive economic return.