From David Roche, Executive Director Western Folklife Center Elko, Nevada

The Western Folklife Center has been the recipient of funding from the Nevada Division of Tourism’s Rural Marketing Grant Program nearly every year since 2001. Grants for marketing destination events in rural communities are difficult to find, but the Nevada Division of Tourism has created a vehicle that supports outreach efforts in meaningful ways for Nevada’s rural nonprofits. The National Cowboy Poetry Gathering has been the primary beneficiary of these grant funds over the last 15 years. The funds have supported our marketing program to promote and build audience for this event, which brings thousands of visitors to Elko in the middle of winter, generating more than $7 million in economic impact for the city. Many people know the event simply as “Elko,” which gives tremendous name recognition to our small Nevada town. In recent years, Rural Marketing Grant Funds have supported our efforts to promote the Western Folklife Center as a year-round cultural center destination. We’ve been able to lease billboard space on I-80 to bring travelers off the freeway and into town, and conduct a public radio ad campaign on five regional public radio stations to promote our year-round exhibitions and programs, as well as the National Cowboy Poetry Gathering. . The Nevada Division of Tourism’s Rural Marketing Grant Program is a lifesaver! We believe it has truly made a difference in visitors to Elko and to the Western Folklife Center for the Gathering and throughout the year. Thank you for supporting marketing efforts in rural Nevada!