Promoting The Janesville Mile - Class of 2009-10 LDA Collaborative Project Presentation
Celeste Gilmore – Alliant Energy
Jennifer Johns – UW Rock County
Duane Jorgenson – City of Janesville
Eric Kuznacic – SWWDB
Kyle Padfield – Fairbanks Morse
The Janesville Mile is based on the idea that
there is a great density of things to see, do and
experience in a “mile-ish” stretch of Janesville
from Rotary Botanical Gardens to the Armory
Dinner Theater. It is not only a great concept, it
is absolutely true.
When it comes to the downtown, it is
important to stop looking at the trees and begin
to concentrate on the forest. Look at Downtown
Janesville and the central city as one district
and you will see that on any given night, there
could be a concert at JPAC, a hockey game at
the Ice Arena, and live music at Time Out,
SpeakEasy or at the Armory.
The concept of the Janesville Mile offers you
the ability to experience all that Downtown
Janesville has to offer in a way that is easy,
understandable and FUN !
How did the Janesville Mile come about?
City Councilman Yuri Rashkin
Janesville Area Convention & Visitors Bureau
Janesville Mile map
Janesville Mile version 1.0
Input from downtown businesses and the
Concerted effort to promote the Janesville Mile
Recruiting enough members to make a
Low-cost marketing alternatives
Top Ten Counties In Terms of
Tourism Revenue (2008):
1. Milwaukee ($1.73B)
2. Dane ($1.24B)
3. Sauk ($1.05B)
4. Waukesha ($683M)
5. Brown ($558M)
6. Door ($484M)
7. Walworth ($417M)
8. Outagamie ($372M)
9. Sheboygan ($345M)
10. Vilas ($259M)
13. Rock ($238M)
Total tourism spending in
Wisconsin = $13+ billion (2008)
In 2008, travelers to Rock
County spent $238 million. By
comparison, the 2010 Rock Co.
budget totals $171M!
78% traveled to Rock County for
pleasure, 16% for business and 6%
for meetings or conventions.
Top expenditures are on food,
shopping, recreation (including
events, entertainment and other
events) and lodging.
Rock County boasts 31 hotel
properties and 1,447 hotel rooms.
IN 2008, THE ROCK COUNTY TOURISM INDUSTRY:
Accounted for 5,443 full-time-equivalent jobs – or about twice as many as
were employed by the General Motors plant in 2006.
Those employed in the tourism industry earned more than $147 million in
wages – or about 3.5 times the 2010 City of Janesville operating budget!.
Local tax revenues from tourism (0.5% county sales tax) totaled $1.2 million.
Promotes events, attractions and
businesses along the route as a single
“destination” and a way to spend an
afternoon, a weekend or longer.
Encourages those traveling to a single
event, attraction or business to explore
other nearby destinations.
Allows – and encourages – events,
attractions and businesses that normally
are not associated with one another to
work in concert to promote one another.
The addition of free wireless Internet
access throughout the route offers
value-added reason to visit the area.
Process of creating the video:
Developing the script
Fitting the script to a storyboard
Input from all members & Janesville Area
Convention & Visitors Bureau
Training at JATV for
filming & editing
Shooting film on location