NEW ULM — New Ulm is often called the city of festivals, and it is only logical that mechanism exists for advertising events outside the community.

For over a decade the New Ulm Convention and Visitors Bureau has offered an Advertising & Marketing Assistance Program (AMAP).

The purpose of the AMAP is to assist a festival or event organization with their advertising and promotional efforts to an audience outside New Ulm, with the intention of drawing in outside visitors. The idea is that successful advertising will bring more people to New Ulm who will spend the night in town. The CVB does receive money from the lodging tax, and an individual or family spending the night in town is likely to spend money elsewhere in the city.

The program has been available for a least 15 years and has been utilized in the past by Bavarian Blast, GnomeMade Market, Quiltistry, Oktoberfest and other New Ulm events.

Through this program the CVB will match the advertising budget by 50 percent for the first $1,000 and 25 percent for the next $6,000. The maximum amount an event can receive from the AMAP program is $2,000.

Marketing Specialist Sarah Warmka said even though the program is utilized, there are more groups that could benefit. The CVB is looking to raise awareness of program.

“Events change hands and new events might not know about the program,” Warmka said.

Jenny Eckstein, Vice President of Business Affairs, said the program was not only for the large festivals, but could be used for small events. If a group only budgeted for $1,000, AMAP would still provide $500 in matching funds.

The funds must be used for advertising a minimum of 60 miles outside New Ulm. Common markets that meet the 60-mile limits include St. Cloud, Sioux Falls, Rochester and the Twin Cities, but ads in Wisconsin are not uncommon. Jenny Eckstein said for some events ads can go nationwide.

AMAP funding can be used for a variety of advertising efforts. In the past, event organizers have used it to pay for billboards in St. Cloud or radio advertising in the metro area.

Any organization operating an existing event or creating a new event is eligible. The same organization can only advertise once a year, but there are no limits to the number of years an organization, festival or event can be funded.

To drive traffic to New Ulm’s attractions beyond the festival or event in question, promotional material must include New Ulm’s website.

AMAP applications are available at the New Ulm Area Chamber of Commerce. The applications must be submitted 60 days prior to the event.