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$400,000 investment in regional efforts praised for partnerships and impact

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Carole Ann Dicton, Manager of Communications
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CHESTER, N.J. — The New Jersey Highlands Water Protection and Planning Council recently received the New Jersey Tourism Industry Association (NJTIA) President’s Award. The award was presented at the association’s annual Celebration of Tourism Luncheon, part of the NJTIA Annual Conference, in Atlantic City earlier this month. NJTIA president Ben Rose said the President’s Award is reserved for truly exceptional projects.

“Projects that receive the President’s Award really must stand out with regional or statewide impact,” explained Rose. “What was particularly notable about the nomination submitted for the Highlands Council was the collaboration.  There was such a diversity of entities involved, from local DMOs and BIDs to historical societies and community organization, all working toward a common goal.”  

That common goal was to help launch the newly created regional Highlands brand and tagline, “you never Knew Jersey.” Highlands Tourism Expansion Grant recipients were asked to incorporate the brand into funded projects. Awards of up to $100,000 were available, with no matching funds required. In all, 11 projects were funded with a total investment of nearly $400,000 to Highlands towns and counties to support local economies through tourism initiatives. A list of funded projects is available on the Highlands Council website.

“The development of the Tourism Expansion Grant program was based on input from our County Coalition that has been working to implement the 2022 Highlands Economic Sustainability Plan,” explained Maryjude Haddock-Weiler, Highlands Council Planning Manager and Economic Sustainability lead. The County Coalition is comprised of individuals with expertise in economic development representing all seven Highlands Counties. Tourism was identified in the 2022 Plan as a powerful economic driver that is in line with the Highlands Regional Master Plan, and the County Coalition supported investment in that area. “Our County Coalition members are the on-the-ground experts; we can’t do what they do, but we can help facilitate and advance their efforts and that’s what the branding effort and the Tourism Expansion Grants are doing,” said Haddock-Weiler. “It’s a wonderful bonus to receive industry recognition for this work.” 

Highlands Council Executive Director Ben Spinelli highlighted the state-wide importance of the programs. “While we love being able to provide the towns, counties, and businesses of the Highlands with the ability to tout that 'you never Knew Jersey' until you’ve come to the Highlands, it is just as significant to raise awareness about a place where 7 million people get their drinking water and another 18 million visit each year for entertainment and recreation,” said Spinelli. “People tend to protect what they love. The more people who know all the Highlands has to offer, the more they will be inclined to help us protect it for future generations.” 

More information about the Highlands Council Economic Sustainability Plan, Branding and Marketing Plan, and Highlands Tourism Expansion Grants is available on the Highlands Council website.