Welcome Local Businesses!
Welcome to the Sugar River Valley Summer Poker Run 2025! This month-long experience (occurring throughout July) is designed to attract tourists, adventurers, and families to the Sugar River Valley region, encouraging them to engage with local businesses, explore its natural beauty, and create lasting memories.
It is free to participate, but your business must be registered.
Apply here for your business to be included as an official stop in the competition.
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Communities Included:
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Verona
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New Glarus
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Mount Horeb
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Paoli
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Additional communities: Belleville, Albany, Monticello and Brodhead
How this challenge can help your business:
The goal of the Sugar River Valley Summer Poker Run 2025 is to promote regional tourism for communities in the Sugar River Valley through an engaging and interactive challenge, in which we hope to:
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Increase Visitor Engagement and Spending
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Attract visitors by promoting regional attractions, businesses, and experiences.
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Highlight local businesses, dining, and accommodations to encourage longer stays and higher spending.
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Foster Collaborative Growth Among Local Stakeholders
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Unite tourism-related businesses to pool resources and amplify marketing efforts.
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Facilitate cross-promotion between businesses, ensuring mutual growth and community involvement.
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Map of Stops to Collect Poker Cards
Instructions for enrolled businesses
Poker Run Setup
The Sugar River Valley Summer Poker Run will require participants to collect a physical playing card from each stop they visit, including your business. Once your business is enrolled in the competition, the following steps will occur in mid-June:
Poker Card, Window Decal, & Flier Delivery
A Sugar River Valley representative will deliver:
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Custom poker cards (one card to be given to each participant that visits)
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A Sugar River Valley Window Decal (to be displayed on the window of your business)
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A flier explaining the competition (to be displayed on a wall of your business)​
Staff Instructions
A Sugar River Valley representative will also deliver a one-pager with staff instructions explaining the challenge rules, running from July 1-31, 2025. Staff instructions are also available online here.
Apply to Participate!
To register your business to be included as an official stop in the Sugar River Valley Summer Poker Run 2025, please apply here.