Build Your Adventure
Rodeo Event Gallops into Second Year with Help from Tourism Grant

May 16, 2018

Antigo Times

Antigo Times

Black Hawk Hill Horse Park, Inc. is lassoing in family fun at the second annual Northwoods Triple Crown Festival with help from a $20,564 Joint Effort Market (JEM) grant from the Wisconsin Department of Tourism. Grant funds will go toward online, print and radio advertisements for the event. The Triple Crown Festival highlights the best of Wisconsin’s equestrian background and features competitive barbeque grilling, professional bull riders and barrel racers, and various equestrian-related demonstrations. The three-day event will take place August 10-12 at the Langlade County Fairgrounds in Antigo.

“We’re thrilled to once again support Northwoods Triple Crown Festival as they continue to highlight the area’s history of horse racing and training,” said Tourism Secretary Setphanie Klett. “This event not only shows travelers what Antigo and Langlade County have to offer, it also makes a positive impact in the community.”

In addition to the festival’s family-friendly events, Northwoods Triple Crown will also include sports vendors displaying ATV’s, bicycles and fishing equipment, as well as trail information. The fairground’s livestock pavilion will also feature demonstrations of trail riding, horsemanship, equestrian vacations in the Northwoods and more. The festival is expected to attract over 2,000 attendees, generating an estimated $145,128 in visitor spending for the area. Grant funds will go towards outdoor, direct mail online, print and broadcast marketing.

“Langlade County is the perfect place to host an event like the Northwoods Triple Crown,” said event organizer Shaughn Novy. “This event allows us the opportunity to highlight our area’s rich history of horse racing, training and recreation by combining our northern hospitality with wild west entertainment. This year’s event will be even larger with additional clinicians, demonstrations and shopping.”

In 2017, the tourism economy in Wisconsin totaled $20.6 billion, a 3.2 percent increase from 2016. Tourism activity supports 195,255 jobs in Wisconsin, a seven-year addition of more than 23,255 jobs to the state’s total employment. Visitors generated 1.5 billion in state and local revenue. Busines sales in Langlade County reached $70.3 million, supporting 494 jobs and $4.6 million in state and local taxes.

In fiscal 2017, the Department funded 61 JEM projects, awarding a total of more than $1.1 million. Visitor expenditures driven by the marketing from these projects will exceed $34 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:

Organizers and sponsors for the Northwoods Triple Crown event held at Langlade County Fairgrounds accept a check from the Wisconsin Department of Tourism to help promote their event. Pictured from left to right: Carol Lese, 4-H Horse and Pony Project Board; Shaughn Novy, Black Hawk Hill and Northwoods Triple Crown Coordinator; Rachelle Arndt, granddaughter Charli and Jessica Schmidt, Representing Triple R Riding Club and Smokin Gun Ranch; Angie Close and Keri Beck, Langlade County Economic Development; Kaitlin Racine, Lead Marketing Consultant for Antigo Times; Katrina Wychesit, HoChunk Gaming of Wittenberg; Michael Overman, Menominee Casino Resort; George Shinners, Antigo Construction; Pat Frey, Lakeside Market and Pharmacy; Jeff Anderson, Wisconsin Department of Tourism; McKenzie Glenetske, Black Hawk Hill Horse Park; Scott Strobel, Brickners of Antigo; and Kathy Packard, 4-H Horse and Pony Project Advisor / North Central Sales.

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