Janesville Area Convention & Visitors Bureau

What Janesville Area Convention & Visitors Bureau does

Janesville Area Convention & Visitors Bureau (JACVB), legally Janesville Area Convention & Visitors Bureau, Inc., is a non-profit destination marketing organization incorporated in Wisconsin and headquartered at 20 S. Main Street, Suite #11 in Janesville. The bureau promotes the Janesville, Wisconsin area as a leisure, meeting, group-tour, and sports-tourism destination, serving individual visitors and families, corporate and association meeting planners, group tour operators, and regional/national sports tournament organizers. It maintains a paid staff of 1–10 employees led by Sales Director Lori Johnson, Director of Sports Sales & Development Tony Cipollone, and Marketing Director Alena Feldt.

The organization's product surface is a standard DMO toolkit rather than a technology platform: a website (janesvillecvb.com) housing an Itinerary Planner, downloadable Visitor Guide PDF, and event calendar; complimentary staffed planning services delivered by phone (1-800-487-2757 / 608-757-3171) and email; and a $250 cash rebate promotion for qualifying meetings held between November 2024 and January 2027. Supporting assets include a 13-historic-district downtown, award-winning Rotary Botanical Gardens, the Rock Aqua Jays water-ski show team, 25 miles of trails, 11 hotels with 888+ rooms, and 50+ pieces of public art — the tangible inventory the bureau markets. There is no proprietary technology, no AI components, and no third-party integrations beyond a website vendor (Thundera Multimedia) and a library-consortium affiliation (Arrowhead Library System).

The bureau's revenue mechanics are those of a non-profit DMO rather than a fee-for-service business: all services are provided free of charge to meeting planners and event organizers, with funding sourced from tourism-related taxes, membership dues, and likely municipal support. The destination itself generated $170.2M in direct visitor spending and $260.1M in total economic impact in 2024, marking the third consecutive record-breaking year; these figures describe destination activity, not JACVB's own revenue. The go-to-market motion is event-driven and sales-led: outbound sales directors court meeting planners and tournament organizers with complimentary bid and planning support, complemented by top-of-funnel digital marketing through Facebook, Instagram, YouTube, and content/blog channels.

Name

Janesville Area Convention & Visitors Bureau

Legal name

Janesville Area Convention & Visitors Bureau, Inc.

Website

https://janesvillecvb.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Janesville Area Convention & Visitors Bureau is a non-profit destination marketing organization that promotes Janesville, Wisconsin to leisure visitors, meeting planners, group tour operators, and sports tournament organizers through complimentary planning services and digital/print marketing channels.

Ownership category

akta.pro rank

Product category

Destination Marketing

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

City/Urban Convention Hotels (THAGALAA)

akta.pro secondary industries

Convention Center–Adjacent/Connected Hotels (THAGALAD), Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

Keywords

• Destination marketing
• Tourism promotion
• Convention services
• Visitor information
• Event planning

Headquarters

HQ city

Janesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Tourism Promotion Services: The CVB operates as a non-profit destination marketing organization providing complimentary services to visitors, meeting planners, and event organizers. Revenue appears to derive from tourism marketing grants, membership contributions, and potentially municipal funding rather than direct service fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Janesville Area Convention & Visitors Bureau is a non-profit destination marketing organization that promotes the Janesville, Wisconsin area as a tourism destination. It provides complimentary visitor services, meeting and conference planning assistance, sports tournament hosting coordination, group tour planning, and visitor information through its website, staff support, and printed materials.

Product overview

The Janesville Area Convention & Visitors Bureau operates as a destination marketing organization offering a unified suite of tourism services centered around its itinerary planner tool and complimentary meeting/sports event hosting services. The organization provides visitor guides, event calendars, and group tour planning resources to promote Janesville, Wisconsin as a tourism destination. All services are provided through the organization's website and direct staff assistance, with no separate product modules or platform architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Itinerary Planner

Quantifiable outcome

• $260.1 million total economic impact from tourism in 2024
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Arrowhead Library SystemminorStrategic or Co-development PartnerConsortium of public libraries in Rock County that includes Hedberg Public Library, providing extended resources and services to visitors and residents.
• Thundera MultimediaminorOthersWebsite design and development partner responsible for the Janesville CVB website.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• VISIT Milwaukee: Wisconsin DMO marketing Milwaukee for conventions, sports, and tourism. Comparable in mission and service mix, but operates at a larger metro scale; offers a benchmark for an urban Wisconsin CVB's full operating playbook.
• Visit Galena: Small-city Illinois DMO marketing Galena to leisure visitors, group tours, and meetings. Comparable in scale and Midwestern drive-market positioning, particularly for the heritage tourism angle shared with Janesville's historic districts.
• Dubuque Convention & Visitors Bureau: Mid-sized Midwestern CVB on the Mississippi. Comparable in mission, meeting/sports sales structure, and small-city tourism marketing focus, but serves a different state (Iowa) and riverside geography.
• Visit Quad Cities: Regional DMO (IL/IA) marketing the Quad Cities for conventions, sports tournaments, and leisure. Comparable in services and Midwestern meeting/sports sales structure, with a multi-city footprint that Janesville lacks.
• Wisconsin Dells Visitor & Convention Bureau: Wisconsin-based destination marketing organization promoting the Dells region. Comparable in being a Wisconsin DMO with emphasis on tourism marketing and group/meeting sales, though the Dells is more leisure/family-driven.
• Visit Madison: Wisconsin-based destination marketing organization marketing Madison for meetings, sports events, and leisure. Directly comparable peer in mission, services (meeting/sports sales staff, complimentary planner support), and Wisconsin geography, though at a larger urban scale.
• Rockford Area Convention & Visitors Bureau (now Visit Rockford): Most direct geographic peer as the Illinois CVB serving the Rockford market adjacent to Janesville. Compares strongly on meeting/sports convention sales, hotel inventory scale, and Midwestern leisure positioning.
• Visit Rockford: Illinois-side neighboring DMO positioned just across the state line from Janesville. Comparable mid-sized Midwestern city DMO with overlapping drive market, sports, and meeting-sales focus.

Broad incumbents

• Choose Chicago: Illinois' flagship urban DMO serving Chicago. Comparable in mission (meetings + leisure marketing) but operates at far larger scale; captures the same regional drive market Janesville reaches via I-39/90.
• Wisconsin Department of Tourism: State-level tourism marketing entity that complements and partners with local Wisconsin CVBs. Indirect peer operating at a state-wide promotional and policy scale rather than a single-city focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/JanesvilleCVB/videos
• Facebookfacebook.com/pages/Janesville-Area-Convention-Visitors-Bureau/55888998891?ref=ts
• Instagraminstagram.com/explorejanesvillewi
• LinkedInlinkedin.com/company/janesvillecvb

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Janesville Area Convention & Visitors Bureau