Governor Terry McAuliffe announced that Harrisonburg Tourism received $12,500 from the Virginia Tourism Corporation Marketing Leverage Program grant fund. In total VTC awarded more than $796,000 for 45 tourism marketing projects across the state to help increase visitation and revenue for Virginia’s localities through tourism.
The grants are designed to help local and regional tourism entities attract more visitors by leveraging local marketing dollars, and will ultimately impact at least 173 other statewide tourism entities. The local organizations match the state grant funds by a minimum of 2:1 in order to support marketing projects. This funding cycle, the local partners will match the VTC grant dollars with more than $2.5 million, providing more than $3.3 million in new marketing to increase visitation to Virginia.
The award “The Art of Food with a side of Heart-Pumping Adventure” includes a 2016 visitor guide and area video, premium banner ads on Virginia.org, as well as various print and digital marketing outlets in Northern Virginia and the DC area. In addition Jack Brown’s Beer and Burger Joint and Harrisonburg Downtown Renaissance supported the grant to develop a downtown road trip all access pass.
“It’s important to collaborate with our local businesses and regional partners to increase tourism funding,” said Brenda Black, Director of Tourism and Visitor Services. “The marketing leverage program provides an opportunity to create additional tourism programs that entice travel to the City of Harrisonburg and our region.”
The VTC Marketing Leverage Program is designed to stimulate new tourism marketing through partnerships by leveraging limited marketing dollars, resulting in increased visitor spending. A minimum of three entities must partner financially to apply and may consist of Virginia towns, cities, counties, convention and visitors bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, cultural events, and other not-for-profit entities. The Art of Food with a side of Heart Pumping Adventure totals $37,500.
“These Marketing Leverage grants provide businesses with the tools and funding they need to thrive and succeed in an overly-competitive market,” said Governor McAuliffe. “Investing in these tourism businesses positively contributes to the New Virginia Economy, and helps to make the Commonwealth the best place to live, work, and raise a family.”
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