FOR IMMEDIATE RELEASE

For more information, contact:
Valeria Davis, 608/266-2147, vdavis@travelwisconsin.com
Cindy Moran, 414-224-1761, cmoran@milwaukeerep.com

November 22, 2005

TOURISM SECRETARY ANNOUNCES $38,368 GRANT TO PROMOTE
DOWNTOWN MILWAUKEE HOLIDAY ARTS TRAVEL PACKAGES

Joint Effort Marketing program provides funds to promote
Milwaukee Repertory Theater’s
“A Christmas Carol” and downtown Milwaukee as a travel destination

MILWAUKEE, Wis. (Nov. 21, 2005) -- Tourism Secretary Jim Holperin today announced a $38,368 grant to Milwaukee Repertory Theater, Inc. to help fund a new marketing initiative entitled “A Christmas Carol Unwrapped.” The promotional campaign, which will run from Nov. 25 through Dec. 24, offers travelers the opportunity to see the Milwaukee Repertory Theater’s 30 th Anniversary production of A Christmas Carol in the historic Pabst Theater and spend time in the city’s downtown as part of a theater and hotel package.

The grant is part of the Department of Tourism’s Joint Effort Marketing (JEM) program and is expected to boost the downtown arts district economy by more than $227,700 this year. Overall, the JEM program has funded 19 projects across Wisconsin totaling $525,515 in grants so far this fiscal year. These projects are expected to bring $5 million in traveler spending to the state’s economy.

“By partnering with the Marcus Corporation, which owns and operates three premier facilities in downtown Milwaukee – the Pfister, Hilton and Wyndham hotels – travelers enjoying The Rep’s anniversary show can stay within walking distance of the theater district and all that downtown Milwaukee has to offer in arts, culture, dining and holiday shopping,” said Tim Shields, Managing Director for Milwaukee Repertory Theater.

“During the past 29 years, more than a million audience members have made attending “A Christmas Carol” part of their holiday tradition,” Shields added. “This promotion is designed to attract new audience members from far southeastern Wisconsin and northern Illinois with a selection of diverse promotional packages.”

All include discounted hotel rates, food credits at the various hotel restaurants, a collectible A Christmas Carol poster, free admission to the Milwaukee Art Museum and discount coupons to dozens of other local recreation, dining and retail locations. Other packages include overnight valet parking, access to the Hilton’s Paradise Landing Water Park, or a bottle of champagne on arrival.

“Spurred by the Calatrava addition at the Milwaukee Art Museum and by a theater district that rivals Chicago in diversity and quality, Milwaukee is now drawing national interest and visitors from a growing area,” according to Shields. Milwaukee Repertory Theater is the state’s largest theater and most prolific arts organization, offering 699 performances this year on four stages in the Patty & Jay Baker Theater Complex.

Holperin announces A Christmas Carol Unwrapped JEM grant

Tourism spending on arts and culture in Milwaukee has increased by more than 70 percent, from $19 million to $33 million, between 2000 and 2002. In 2003, readers of AmericanStyle Magazine chose Milwaukee as the 10 th best arts destination in the nation, and more recent profiles in the Washington Post, Wall Street Journal and Chicago Tribune have praised Milwaukee’s major cultural attractions. As Wisconsin’s largest city, Milwaukee has established a reputation as a successful all around competitor among urban Midwest venues, said Tourism Secretary Jim Holperin. This past summer, two prestigious organizations – the National Association for the Advancement of Colored People (NAACP) and National Association of Hispanic Chambers – hosted their national conventions here.

“ Milwaukee is enjoying a resurgence of its downtown arts, culture and theater district that is admired nationwide,” Secretary Holperin said. “This rebirth can be credited in large part to the dedication of organizations like Milwaukee Repertory Theater and its tradition of offering outstanding cultural and arts programs. Now, through ingenuity they’re seeking partnerships to benefit travelers, like this new relationship with the Marcus Corporation. Busy people appreciate links that make travel and recreation in urban markets easy and enjoyable, especially during the holidays.” The JEM program assists nonprofit tourism organizations by providing funds to help advertise events, sales promotions and destination marketing projects. In the 2006 fiscal year, which began July 1, 2005, the program will award up to $1.35 million. The state funds up to 75 percent of the project’s first year of advertising and marketing costs. Additional support may be available for the second and third years of the project.

JEM proposals are submitted to the Wisconsin Department of Tourism and are reviewed by the Department staff and a JEM Review Committee. For more information on the JEM program, contact Abbie Hill at 608/261-6272, or visit http://agency.travelwisconsin.com.

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Timothy J. Shields and Jim Holperin

Rep Staff with Jim Holperin