Power of Tourism
June, 2021
“Family is the life jacket in the stormy sea of life.”
Photos by Full Spectrum Photography
- J.K. Rowling
Britten Langfoss, Manager of The Venue with Joel and London
Randy Hughes, owner/operator, Blue Farm Organic Tortilla Chips
Over the past year, I have come to genuinely appreciate the above quote from J.K. Rowling. This past year would undoubtedly be described as one of the stormy seas of life. Especially for the businesses and organizations that make up our local tourism family. Our mission is this: “The Janesville Area Convention & Visitors Bureau leads, supports, and promotes the area’s tourism industry by marketing the region as a prime visitor destination, creating a positive economic impact for the community, and enhancing the quality of life.” Historically, the promotion part of that mission has been our focus, and encouraging as many people as possible to visit the Janesville community has made up a good portion of what we do. In 2020 we made an immediate and important shift to the role of supporting local hospitality businesses to help safeguard their survival to the other side of the storm created by the COVID-19 pandemic. Unique local businesses, nonprofit attractions and home-grown festivals and events are the lifeblood of the tourism economy and Janesville is no different.
Ronnie and Martha Enis, owners of RonMar Tasty Popcorn
Nathan Burkart, Director of the Janesville Performing Arts Center, with Megan
We created a Support Local campaign featuring our local tourism family, which provided an opportunity to step back from the quantity of visitors and focus on the quality of experiences offered by our uniquely local businesses. We took a deep dive into the people and personalities that create the experiences for visitors to our community. From locally brewed root beer, to corn chips made from locally grown blue corn, to the best tasting popcorn you will find anywhere, local products always taste better. If you are looking for a great selection of high quality goods, Janesville’s locally-owned stores and the gift shops at our local attractions have just what you need, and purchases made there support your friends and neighbors. As the world begins to safely open again, my hope is that our decisions to support local stay with us. Here at the Janesville Area Convention & Visitors Bureau, we will continue to lead, support, and promote our unique and local tourism family to create economic impact and improve the Janesville quality of life.
Owner/operators, Fred Gray and Sarah Gray
Janesville’s Tourism Promise For people seeking year-round outdoor activities and events in Southern Wisconsin, in a small-town atmosphere, Janesville provides the most easily accessible, diverse and rewarding opportunities, where visitors feel a sense of achievement, enrichment and escape. Janesville is all about year-round outdoor fun.
The Economics Despite a devastating pandemic, visitors to Janesville spent $110 million in 2020. The retail sector in Janesville received $34.9 million from visitors. Economic impact for traveler spending in the city supported 1,014 jobs. Janesville tourism generated $17.4 million in taxes and other fees for state and local government and total labor income was over $30 million in wages and salaries to Janesville residents.
JACVB Vision Statement
Christine Rebout, Director, Janesville Area Convention & Visitors Bureau
Janesville will be recognized as a destination in which visitors can easily experience a sense of achievement, enrichment and escape.
Inside... Wisconsin's Great Outside | Tourism by the Numbers | Janesville's Tourism Experts Janesville Area Convention & Visitors Bureau
(800) 487-2757
janesvillecvb.com