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Both the Highlands Act and the RMP acknowledge the importance of a vibrant and thriving economy to the overall health of the region. The Highlands Region Economic Sustainability Plan provides municipalities and counties with critical insights about which industries demonstrate the greatest economic potential, where industry growth is best suited, and outlines an implementation plan that delineates the roles and responsibilities of the many partners involved in securing a sustainable economic future for the Highlands.
Introductory Webinar - September 2022 (YouTube)
A key recommendation coming out of the Highlands Economic Sustainability Plan was to support and advance tourism as an economic driver in the region. In 2024 the Highlands Council launched a branding and marketing initiative to establish an identifiable image of the Highlands and use that identity as a tool to promote our significant tourism assets.
Tourism Expansion Grants are meant to support implementation of tourism activities and ultimately build on the Highlands brand. This grant opportunity is open to local governments, business improvement districts (BIDs), special improvement districts (SIDs), destination marketing organizations (DMOs), and non-profits that function in the tourism industry. To-date, 11 projects have been funded with a total investment of nearly $400,000 in Highlands towns and counties to support local economies through tourism initiatives. Although new funding is currently unavailable, the Highlands Council continues to seek opportunities to support this grant program.
Highlands Council Tourism Expansion Grant Recipients
- The Growing Stage. This historic theater plans to expand its program and create new partnerships to increase visitor traffic to the location and nearby businesses in downtown Netcong. Award amount: $35,000.
- Hunterdon County. Hunterdon County will expand its established and growing brand, “Explore Hunterdon,” into new markets and co-brand with the Highlands brand. Award amount, $100,000.
- Morris County Historical Society. The Morris County Historical Society intends to increase heritage tourism, highlighting the Pathways to History, in and around Morris County by increasing offerings and expanding the promotion of Acorn Hall and four established tourism events produced by the society. Award amount: $35,000.
- Morris County Economic Development Alliance (MCEDA). The MCEDA has requested funding to support its plans to mark the 250th Anniversary of the Signing of the Declaration of Independence. Award amount: $100,000.
- Ringwood Borough Tourism Initiative. The borough plans to increase ecotourism by implementing recommendations from its 2024 Connecting Ringwood and Economic Sustainability Trails and Tourism plans. Award amount: $35,000.
- Washington Borough Business Improvement District (BID). The Washington Borough BID will leverage funding from the Highlands Council to support its large, established Festival in the Borough in 2025. Award amount: $10,000.
- Hackettstown Business Improvement District (BID). The Hackettstown BID plans to establish itself as a Highlands Brand Ambassador, encouraging visitors to explore beyond the town limits. Grant funding will also support enhancements to several well-established events in the town. Award amount: $23,424.
- New York-New Jersey Trail Conference. The NY-NJ Trail Conference will enhance Highlands Trail digital and on-trail information and connections with downtowns focusing on Jefferson, Ringwood, West Milford and Vernon. Grant funding will also support development of Highlands Trail merchandise. Award amount: $35,000.
- Town of Clinton. The town of Clinton will enhance the visitor experience in this well-established tourism destination in Hunterdon County. Improvements will include the conversion of information kiosks to serve as preliminary visitor centers, and the installation of portable restroom facilities at 2 of the kiosks. Award amount: $9,450
- Lake Hopatcong Wayfinding Improvements. The Borough of Hopatcong and the Lake Hopatcong Foundation (LHF) are partnering to develop a program that will increase ecotourism through enhancement to outdoor activity wayfinding on roadways, hiking trails, and kayak launch points around Lake Hopatcong. The project will facilitate the installation of signage on both foot trails and water trails, and support implementation of the Highlands region brand via an event-focused brand ambassadorship with the LHF and the Borough of Hopatcong. Award amount: $8,600
- Holland Township, Hunterdon County. Holland Township will enhance its annual Community Day, which in 2026 will focus on the nation’s semiquincentennial. Specifically, Highlands Council funding will be help fund a “USA 250th Anniversary” fireworks display. As one of the few fireworks shows held annually in northern Hunterdon County, the event is expected to draw visitors from surrounding communities and introduce them to the area’s many attractions and the New Jersey Highlands brand. Award amount: $8,500.