McAuliffe announces $967,000 in matching grants for 50 local tourism programs

Governor Terry McAuliffe today announced more than $967,000 in matching grant funds to be awarded to 50 local tourism initiatives as part of the Virginia Tourism Corporation’s (VTC) Marketing Leverage Program.

virginiaThis grant program helps local and regional tourism entities attract more visitors by leveraging limited local marketing dollars through a local match of the state grants funds. This funding cycle, local partners will commit more than $2.9 million to match the VTC grants, providing nearly $3.9 million in new marketing funds to increase visitation to Virginia. The grants will impact 202 other statewide tourism entities.

“Today, we are making a strategic investment in one of Virginia’s most important and growing industries,” said Governor Terry McAuliffe. “Tourism is the Commonwealth’s fifth largest industry, and every dollar spent on new product development means economic growth, jobs, and improved quality of life for Virginia families. The Marketing Leverage Program grants fund innovative marketing initiatives for tourism entities across the Commonwealth, helping them to promote Virginia as a premier travel destination.”

The VTC Marketing Leverage Program is designed to increase visitor spending by stimulating new tourism marketing through partnerships and extending the “Virginia is for Lovers” brand.  A minimum of three Virginia entities must partner financially to apply for a grant. Partners may consist of Virginia cities, towns, counties, convention and visitors bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, cultural events, and other tourism-related businesses. In total, VTC awards approximately $1.7 million annually, which is matched and leveraged on average three to one by partner dollars.

“The Marketing Leverage Program grants are an important way to support our nationally- and internationally-acclaimed tourism industry,” said Todd Haymore, Secretary of Commerce and Trade. “Last year, tourism generated a record $24 billion in revenue, which supported 230,000 jobs and contributed $1.7 billion in state and local taxes, and helped spark growth in all regions of the Commonwealth. Tourism is a sound investment for the Commonwealth, and these funds provide a critical stimulus to localities seeking to increase tourism visitation and revenue.”

A full list of Marketing Leverage Program grant recipients can be found below. The next round of VTC Marketing Leverage Program grants are now open, with a December 5, 2017 deadline.

Localities interested in applying may visit www.vatc.org for more information.

 

Program NameLead PartnerAward Amount
A Moving ExperienceHeart of Appalachia Tourism Authority

 

$50,000
Alexandria 360Alexandria Convention & Visitors Association

 

$49,821
America’s Historic Triangle Marketing and  New Booking PlatformJamestown-Yorktown Foundation, Inc.$25,000
Art in Appalachia, Appalachia in the WorldWilliam King Museum of Art

 

 

$5,000
Art in the ValleyFall Foliage Festival Art Show

 

$4,142.50
Birthplace of Country Music – Digital Marketing CampaignBirthplace of Country Music

 

 

$25,000
Connecting Weddings to Southwest VirginiaJoint IDA of Wythe County

 

 

$4,763
Cycle FloydFloyd County Tourism Office

 

$10,000
Destination HarrisonburgHarrisonburg Downtown Renaissance

 

$50,000
Developing Itineraries to Enhance Virginia’s Rural Coastal VisitationArtisans Center of Virginia

 

 

$5,000
Discover Bristol Marketing CampaignBristol Convention & Visitors Bureau

 

$25,000
Elegantly English in StauntonAmerican Shakespeare Center

 

$6,892
Enrich Your AdventureTazewell County

 

$10,000
Expanded Website for Wytheville There’s Only OneWytheville Convention & Visitors Bureau

 

 

$25,000
Experience Danville Pittsylvania CountyDanville Pittsylvania County Chamber of Commerce

 

$5,000
Find It In FarmvilleTown of Farmville

 

$2,500
Find it in Radford 2018Radford Tourism

 

$4,897
Floyd Yoga Jam 2017The Floyd Yoga Jam

 

$5,000
Galax – Small Town, Big AdventuresCity of Galax Tourism Office

 

$6,666.50
Harbor for the Arts Summer FestivalCitizens for Central Park

 

$2,100
Jagged Edge Motorcycle TrailJagged Edge LLC.

 

$5,000
Kairos Resort Marketing CampaignKairos Resort

 

$10,000
LanternAsia: Art by Day, Magic by Night!Norfolk Botanical Garden

 

 

$25,000
Martinsville SpeedwayMartinsville Speedway

 

$50,000
Meeting Incentive ProgramStaunton Convention and Visitors Bureau

 

$10,000
Mountains of Music Homecoming – Building on SuccessThe Crooked Road

 

 

$50,000
Never Stop Playing: Earned Media CampaignAbingdon Convention and Visitors Bureau

 

 

$25,000
Norfolk Festevents Waterfront Marketing Initiative 2017Norfolk Festevents, Ltd.

 

 

$25,000
Passport to a Shenandoah Beerwerks AdventureCity of Waynesboro Economic Development & Tourism

 

$22,230
Play and Stay: Making it Easy to Plan Your Next Adventure in AbingdonBarter Theatre

 

 

$23,333
Promoting Ecotourism in the Virginia’s Western HighlandsBath County Office of Tourism

 

 

$5,000
Resonant Frequencies: Sound Arts RichmondRichmond Performing Arts Alliance

 

 

$14,875
Rooster Walk Music & Arts FestivalRooster Walk Inc.

 

$19,541
Shenandoah Spirits TrailShendandoah County

 

$36,007
Showcasing the Blue Ridge Parkway – Phase TwoPrimland

 

 

$50,000
Southern Gap Outdoor Adventure: Plan Your Mountain AdventureSouthern Gap Outdoor Adventure

 

 

$15,750
Southwest Virginia New Content Generation & Database ProgramFriends of Southwest Virginia

 

 

$50,000
Terra Floyd Pottery TourWrenn Pottery

 

$750
The 70th Anniversary Green Top Outdoor ExpoGreen Top Sporting Goods

 

 

$50,000
The 8th Annual Festy ExperienceThe Festy Experience LLC.

 

$10,327
Thomas Jefferson Wine FestivalThomas Jefferson’s Poplar Forest

 

$5,000
Today’s Shenandoah Valley Takes FlightNorthern Shenandoah Valley Regional Commission

 

$25,000
Urbanna Oyster Festival – VIP Oyster Lovers ExperienceCounty of Middlesex Virginia

 

 

$2,562.50
Virginia Craft Brewers Fest Hosted By Three Notch’d Brewing CompanyThree Notch’d Brewing Company

 

 

$9,500
Virginia is for Lake Lovers/”Mobilizing” Smith Mountain Lake CampaignSmith Mountain Lake Regional Chamber of Commerce

 

 

$3,034
Visit Culpeper | Travels with DarleyTown of Culpeper Tourism and Economic Development

 

$50,000
Visit the Ferry Landing District in Colonial BeachNorthern Neck Tourism Commission

 

 

$10,000
Visit The Home Of The World’s Best BourbonA. Smith Bowman Distillery

 

 

$30,000
Visit Wise County Digital Content DevelopmentWise County

 

 

$10,000
Watermen’s WayTown of Kilmarnock

 

$2,500
TOTAL$967,191.50

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