Spirit of Greater Madison
© Joey Reuteman


The Spirit of Greater Madison focuses its work on creating opportunities that improve our destination, drive visitor volume and enhance the experiences of people who visit Madison.

We have a vision for the greater Madison community as a world-class destination, and we're always watching for opportunities to realize that vision by engaging the local corporate community in the creation of local experiences that otherwise would not be possible. Some highlights for how we've helped support this vision include:

Event Funding Assistance: The National Kidney Foundation's 2010 U.S. Transplant Games brought $2.5 million in direct spending to the Madison area
Destination Development: Our collaboration on the Community Air Service Support Partnership (CASSP) helped bring new non-stop air service to Dane County Regional Airport, a critical step in making Madison more accessible.
Tourism-Based Economic Impact: By providing initial funding for the Madison Area Sports Commission, we helped launch an effort to leverage sporting events such as Ironman Wisconsin to drive visitor volume and spending.

The Spirit of Greater Madison is a 501(c)(3), not-for-profit organization, founded by the Greater Madison Convention and Visitors Bureau (GMCVB) in 2005 and guided by a Board of Trustees. It allows creation of a holding fund that remains intact from year-to-year and accepts tax-deductible contributions.