Build Your Adventure
Rodeo Event Highlights Wisconsin’s Equestrian Background with Help from Tourism Grant

June 22, 2017

Craig Marx, Editor

Antigo Times

Northwoods Triple Crown Festival is highlighting the best of Wisconsin’s equestrian background with a three-day family-friendly event. With help from a $26,677 Joint Effort Marketing (JEM) Grant from the Wisconsin Department of Tourism, Black Hawk Hill Horse Park, Inc. is bringing the excitement of classic rodeo-style events to the Langlade County Fairgrounds. The event will feature Wisconsin barbeque, professional bull riders and barrel racers, and various equestrian-related demonstrations. The Northwoods Triple Crown Festival will take place August 11-13.

Jeff Anderson of the Wisconsin Department of Tourism and Shaughn Novy,
event organizer for the Northwoods Triple Crown event in August,
pose atop horses with friends and supporters at the Black Hawk Hill Horse Park.

“We’re excited to support a brand new event that brings together classic rodeo events with Antigo’s long standing history of horse racing and training,” said Tourism Secretary Stephanie Klett. “Events like Northwoods Triple Crown Festival show travelers what Antigo and Langlade County has to offer while making a positive economic impact in the community.”

Attendees of the Northwoods Triple Crown Festival will be able to enjoy a Grill Masters challenge, a rodeo-style performance of “Bulls and Barrels,” mounted shooting and competitive barrel racing. There will also be vendors displaying products related to Northwoods fun such as fishing equipment, biking equipment and trail information. The fairground’s livestock pavilion will feature demonstrations on topics related to trail riding, horsemanship, equestrian vacations in the Northwoods and more. The three-day festival is expected to attract over 900 attendees, generating an estimated $118,480 in visitor spending in the 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 Langlade County totaled $68.4 million in 2016, supporting 495 jobs and $4.5 million in state and local taxes.

“Langlade County is the perfect place to host an event like the Northwoods Triple Crown,” said event coordinator Shaughn Novy. “This allows us the ability to highlight our area’s rich history of horse racing, training, and recreation by combining our northern hospitality with wild west entertainment.”

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 of funding until projects become self-sustaining. For more 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

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