Tourism Helps Promote Bastille Days with Grant
Grant funds go towards marketing efforts in Wisconsin and Northern Illinois
Tourism Secretary-designee Meaney presents a $19,350 JEM grant check to East Town Association for Bastille Days. From left: Emily McElwee, East Town Association Executive Director; Secretary-designee Meaney; Lauren Nachtigall, East Town Association Events & Marketing Manager. Photo courtesy of the Wisconsin Department of Tourism.
MILWAUKEE, Wis. (July 5, 2019) – Bastille Days, Northern America’s largest French-themed festival, is back for its 38th year with help from a $19,350 Joint Effort Marketing (JEM) grant from the Wisconsin Department of Tourism. Free to attendees, the festival includes live entertainment, international cuisine, kids’ activities and more. Bastille Days is set to take place July 11-14, 2019 in Milwaukee’s historic Cathedral Square Park.
“Bastille Days brings all things French into the heart of Milwaukee’s East Town neighborhood. With roaming busker entertainment, chef demonstrations and a Mardi Gras parade, it’s easy to see why Bastille Days continues to grow in popularity,” said Tourism Secretary-Designee Sara Meaney. “This JEM grant will help East Town Association attract all new fest-goers from markets outside of Milwaukee.”
The four-day event also features the Associated Bank Storm the Bastille 5k Run, a religious service spoken in French and the signature Eiffel Tower replica. Attendees will also be able to participate in a guided wine tasting or the new champagne tasting experience. Grant funds will go towards print, broadcast and digital advertising to promote the festival to attendees from Chicago, Rockford, Green Bay and La Crosse/Eau Claire. The exhibit is expected to attract 157,500 total visitors to the area, generating an estimated $4,359,600 in visitor spending.
“We are grateful for this opportunity to expand our Bastille Days marketing efforts and promote our great event to a broader audience this year,” said East Town Association Executive Director Emily McElwee.
In 2018, the tourism economy in Wisconsin totaled $21.6 billion, supporting 199,073 jobs in Wisconsin. Visitors generated $1.6 billion in state and local revenue. Business sales in Milwaukee County totaled $3.73 billion in 2018, supporting 32,921 jobs and more than $246.2 million in state and local taxes.
In fiscal 2018, the Department funded 56 JEM projects, awarding a total of more than $1.1 million. Visitor expenditures driven by the marketing from these projects will exceed $74 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 industry.travelwisconsin.com.
The mission of the Wisconsin Department of Tourism is to market Wisconsin 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.
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