Museum of Wisconsin Art Receives $25,500 Joint Effort Marketing Grant from Wisconsin Department of Tourism 

June 22, 2017
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The Museum of Wisconsin Art (MOWA) is exploring the world of fashion through four sartorial-themed exhibitions, A State of Fashion,  with help from a $25,500 Joint Effort Marketing (JEM) Grant from the Wisconsin Department of Tourism. Spanning more than 100 years of fashion, the exhibitions offer a broad survey of modern fashion to the cutting-edge work of Wisconsin contemporary designers, providing different lenses through which American history can be traced. A State of Fashion is on view through September 17, 2017. 

“We are thrilled to support the Museum of Wisconsin Art in their efforts to attract arts and fashion enthusiasts to experience this fun and unique exhibition,” said Tourism Secretary Stephanie Klett. “MOWA is a top regional art museum in the country … An exhibition like this will generate higher awareness of the museum and bring more visitors to West Bend.” 

“People tend to think of Wisconsin as the land of green-and-gold jerseys and not necessarily as a hub for high-end fashion design,” said MOWA Executive Director | CEO Laurie Winters. “Thanks to the help of the Wisconsin Department of Tourism, people will experience the exhibitions and be stunned by the caliber of Wisconsin fashion and design.”

A State of Fashion features nearly 200 garments and 50 street fashion photographs over the course of the summer. Exhibitions include:

The Roddis Collection: American Style and Spirit
Florence Eiseman: Designing Childhood for the American Century
Contemporary Threads: Wisconsin Fashion
Daniel Arnold: A Paparazzo for Strangers

“We define art as more than just 2D and 3D works hanging on a wall,” said Winters. “We include fashion, animation, graphic arts, and commercial design. How people design themselves is a very interesting thing.”

As part of their summer programming effort around fashion, MOWA will complement the four exhibitions with more than 40 lectures, classes, tours and events that integrate fashion, history and culture. “A State of Fashion” is expected to attract approximately 15,000 attendees, generating an estimated $647,430 in visitor spending in the surrounding area. 

In 2016, the tourism economy in Wisconsin totaled $20 billion, a 3.5 percent increase from 2015. Tourism activity supports 193,500 jobs and the travel and hospitality industry has added 21,500 in employment opportunities for Wisconsin residents since 2010, a 12.4% increase. Visitors generated $1.5 billion in state and local revenue. Wisconsin taxpayers would need to pay $650 per household in order to maintain current government services. Business sales in Washington County totaled $236 million in 2016, supporting 2,397 jobs and $14.3 million in state and local taxes. 
In fiscal 2016, the Department funded 57 JEM projects, awarding a total of more than $1.1 million. Visitor expenditures driven by the marketing from these projects will exceed $31 million. JEM grant funds are available to non-profit 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. For information on the JEM Program and application materials, visit 
The mission of the Wisconsin Department of Tourism is to market the State as the Midwest’s premier travel destination for fun by executing industry-leading marketing programs and establishing strategic partnerships. The Department plays a significant role in generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at:
Jessica Wildes, Director of Communications and Marketing, 262.247.2266