For the Tomahawk Leader

TOMAHAWK – The Wisconsin Department of Tourism recently presented a $30,000.00 Joint Effort Marketing (JEM) grant to the Tomahawk Regional Chamber of Commerce for the Northwoods Fall Ride, a release from the Department of Tourism said.

Northwoods Fall Ride is scheduled for Thursday, Sept. 15 through Sunday, Sept. 18 in Tomahawk.

“Wisconsin’s scenic drives are the perfect destination for a motorcycle enthusiast, and the Northwoods Fall Ride shows this off in a big way,” said Secretary-designee Anne Sayers. “Add in the fact that Wisconsin is home to the world’s most iconic motorcycle brand, and it’s clear to see why the community of Tomahawk sees the potential for this longstanding event to further grow its visitor economy. It’s great to see the many community partners and businesses collaborating to maintain this great event showcasing Wisconsin’s spirited nature and scenic beauty.”

The department said motorcycle rides remain the feature of the event, with new routes added this year that extend outside of Tomahawk, creating opportunities for riders to explore new areas of the Northwoods and extend their stay in Wisconsin.

The event, which has seen more than 40,000 attendees in previous years, will feature the Thunder Parade on Friday, Sept. 16, along with live music, vendors and Harley-Davidson test drives.

JEM funds will be used to expand marketing efforts to draw additional riders from Indiana, Michigan and Iowa and expand the attendance from Illinois and Minnesota, according to the department.

“Digital advertising will use geofencing and retargeting to attendees of other motorcycle enthusiast events throughout the country,” the department stated. “Additionally, social media giveaways and a sweepstakes in partnership with Harley-Davidson will increase awareness and enthusiasm for the event.”

The department noted that the Chamber is creating a new website for the event and will be capturing photo and video assets from the 2022 event for social media and use in future promotions.

“We are delighted to receive funding to promote our expanding Northwoods Fall Ride and are already hard at work planning the festivities,” said Chamber Executive Director Sherry Hulett.

About JEM grants

The department said that, as a $17.3 billion industry in Wisconsin that supports more than 157,000 jobs, tourism is “crucial to the state’s economic recovery and success.”

“JEM grants are just one of the tools in the toolbox for the Department of Tourism to partner with organizations and nonprofits around the state who are using innovation and creativity to bring visitors and dollars to their community,” the department stated.

In fiscal year 2021, the department funded 45 JEM projects, awarding $1,130,000.00 million statewide. JEM grant funds are available to nonprofit 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.

About the Wisconsin Department of Tourism

The Wisconsin Department of Tourism said its mission is to “inspire travelers to visit Wisconsin.”

“Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination,” the department said. “By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism.”

Learn more at


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