SECY. STEPHANIE KLETT PRESENTS TOURISM GRANT IN OSHKOSH TO PROMOTE U.S. OPEN OF GRASS VOLLEYBALL
OSHKOSH, Wis. (March 30, 2011) -- Department of Tourism Secretary Stephanie Klett presented a
$32,900 Joint Effort Marketing (JEM) grant to officials from the Oshkosh Convention & Visitor Bureau, U.S. OPEN of Grass Volleyball Tournament and Starshow Presents. The grant will help event organizers fund marketing efforts to promote the second year of the U.S. OPEN of Grass Volleyball Tournament, which will be held on July 6-10, 2011 at Ford Festival Park in Oshkosh.
“What began as a doubles tournament nearly 30 years ago has exploded into a super-sized event
known as the „World‟s Largest Volleyball Tournament.‟ This is a tribute to the vision of the tournament organizers and the return on investment it gives back to the community in the form of tax revenues and jobs,” Secretary Klett said. “U.S. OPEN Grass Volleyball serves as a role model for other JEM grant applicants by showing how with the right combination of promotion, creativity and community support, an event can go to the next level and make a significant economic impact for the host city.”
The 2010 event generated $2 million in economic impact for the area. Organizers estimate that this year‟s event will generate an increased economic impact of $2.8 million with the addition of 700 new players. In fiscal year 2010, the Joint Effort Marketing (JEM) Grant Program funded 51 projects totaling $1.14 million. Visitor expenditures driven by the marketing from these projects exceeded $30 million.
With 3,000 players from across the country competing on over 230 volleyball courts, the event is
tagged as the “World's Largest Volleyball Tournament.” The event is open to the public with levels of play from the professional to the recreational volleyball player. New to the tournament this year is a partnership with Olympic Gold Medal winner Misty May-Treanor to offer her M2 volleyball camps and clinics.
An advertising plan will target volleyball players ages 14-40 in a four state region with print, outdoor and broadcast media. The multi-layered approach to marketing includes trade shows, social media, direct mail, printed brochures and flyers, online marketing efforts and website enhancements.
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 provides support for second and third year projects, but with decreasing amounts for funding each year until projects become self-sustaining.
For information on the JEM Program and application materials, visit http://industry.travelwisconsin.com.
