Grants

Explore La Crosse is pleased to continue the Event Marketing Grant Program to assist in the marketing efforts for our local festivals and events.  We feel very passionate about supporting our local tourism and economy and are pleased to be able to allocate funds for this purpose. These funds will be designated for events scheduled for 2027.

The Grant program is designed to assist organizations with marketing efforts that will promote the La Crosse Region to potential visitors, extend overnight stays, and create a desire to return to our area.  Consideration is given to our members, new and expanding publicly promoted events, festivals, and sports tournaments being held in the La Crosse Region, which will produce room nights.

The revenue source for this program is generated through room tax collected within the six-member municipalities in the La Crosse Region. The amount is based on the dollars available and is a competitive process. All applications will be reviewed, and the recipients will be selected by the La Crosse County Convention & Visitors Bureau (LCCVB) Board of Directors.

A complete list of eligibility, guidelines, procedures and the application follows.  Please take advantage of this valuable tool. We look forward to hearing from you!

Please contact Perrin Iacopino, Manager of Membership & Grants at iacopino@ExploreLaCrosse.com or 608-782-2286 for any questions.

2027 Event Application Deadlines
January 2027 Events: Due December 3rd, 2026
February – April 2027 Events: Due December 23rd, 2026
May – July 2027 Events: Due March 24th, 2027
August – October 2027 Events: Due June 30th, 2027
November 2027 – January 2028 Events: Due September 22nd, 2027

Applicants are encouraged to submit their application at least 90 days prior to the event date.

Eligibility
– Event must show overnight lodging stays within the La Crosse Region.
– Capital campaigns or building funds are not eligible.
– Organizations that apply for a promotional grant may not discriminate on the basis of race, color, creed, gender, national origin or sexual orientation.
– Political organizations, candidates for political office, and organizations whose primary purpose is to influence legislation are not eligible.
– Events are encouraged to take intentional steps to create an accessible experience for all attendees, including individuals with disabilities.

Application Guidelines
– Only completed applications will be considered.
– Event BUDGETS must be submitted with the application.
– Grant money must be used to market the event outside of the La Crosse Region to enhance tourism and produce lodging room nights within the room tax district.
– First time events may apply for grant money for operating expenses. Grant money may not be used for paying volunteers or staff.
– Preference given to non-profit organizations and volunteer managed organizations.
– Event marketing materials must contain the wording, “For lodging information visit ExploreLaCrosse.com or call 800-658-9424”
– The Explore La Crosse logo must be displayed on the organization’s or event’s website.
– Explore La Crosse signage must be displayed at the event. Explore La Crosse has banners on hand that can be borrowed for display.
– A post-event review must be submitted within 60 days of the event’s completion.

This is an annual grant and must be used entirely for the event the grant is awarded for and within 12 months of grant approval.

Review Criteria
– Completeness of application.
– Number of potential overnight stays.
– Economic impact of the event on La Crosse Region.
– Potential for growth or plans in place to grow event.
– Proof of need.
– Quality of event.

Application Procedures
2027 February – April Event Grants will be reviewed and announced Jan 14th, 2027
2027 May – July Event Grants will be reviewed and announced April 15th, 2027
2027 August – October Event Grants will be reviewed and announced June 30th, 2027
2027 November – 2028 January Event Grants will be reviewed and announced  October 14th, 2027

– Late applications will not be accepted.
– Explore La Crosse staff will review applications for completeness and clarify areas as needed with the applicant.
– LCCVB Board of Directors reviews and evaluates applications, and awards funding.

NOTE:The event review must contain the Marketing Grant Event Review Form, a W-9, along with copies of receipts for marketing spend, total lodging rooms occupied due to the event, and copies of the promotional material that listed the Explore La Crosse contact information. The event review is due no later than 60 days following the event.

Marketing Grant Event Review Form