Program will generate more than $3 million in marketing initiatives
46 local tourism partners to receive public-private marketing dollars to bolster economy; grants will impact at least 195 statewide tourism entities
RICHMOND - Governor Terry McAuliffe announced today that more than $852,000 in matching grant funds will be awarded to 46 local tourism initiatives as part of Virginia Tourism Corporation’s (VTC) Marketing Leverage Program. 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 195 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 $2.1 million, providing more than $3 million in new marketing to increase visitation to Virginia.
“These grants equip local tourism businesses with the tools they need to stay competitive,” said Governor McAuliffe. “The Marketing Leverage Program grants help support and grow a robust and diversified new Virginia economy and encourage strategic marketing of tourism products and businesses across the Commonwealth, generating revenue and jobs.”
Tourism is an instant revenue generator for Virginia. In 2013, tourism generated $21.5 billion in revenue, supported 213,000 jobs and provided $1.42 billion in state and local taxes. Dollars invested in tourism are proven to provide a 5:1 return in tax revenue for Virginia, and the grant awards and matching funds provide a stimulus to localities seeking to increase tourism visitation and revenue.
VTC’s Marketing Leverage Program is designed to increase visitor spending by leveraging limited marketing dollars, 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 not-for-profit entities. In total, VTC awards approximately $1.7 million annually - matched and leveraged on average 3:1 by partner dollars.
“The grants are supporting businesses across the Commonwealth, contributing to the overall economic health of our communities,” said Maurice Jones, Secretary of Commerce and Trade.“The state’s investment maximizes local marketing funds, allowing for localities to double and sometimes triple their marketing power to attract more visitors. This is a powerful tool for small businesses across the state.”
Details on the grant awards are below. The next round of VTC Marketing Leverage Program grants will open September 29, 2014. Localities interested in applying may visit www.vatc.org for more information.
Grant Program Name
Lead Partner
Award Amount
Capture the Clinch
Clinch River Adventures
$9,895.00
Bush Mill: Millstones, Mountains, Memories
Southwest Virginia Community Foundation
$2,500.00
Music, Milk & Marketing
Lee County
$5,125.00
Shenandoah Valley Kids Trail
Great Country Farms
$50,000.00
America's Historic Triangle Marketing Program
Jamestown-Yorktown Foundation Inc
$50,000.00
This is RVA Launch
Valentine Richmond History Center
$5,000.00
Virginia By Rail
VisitNorfolk
$7,500.00
Humpback Bridge - History Over the Water
Alleghany Highlands Chamber of Commerce & Tourism
$10,000.00
Claw of the Dragon Southwest Virginia Motorcycle Trail
Wytheville Convention & Visitors Bureau
$50,000.00
"Heart Rate" Campaign
Heart of Appalachia
$50,000.00
What's Your Bot-e-Type? Social Media Campaign
Botetourt County Office of Tourism
$30,500.00
Authentic Abingdon Overnight: Experience Culture, Make Memories
Barter Theatre
$25,000.00
Blue Ridge Standard Time Campaign
Roanoke Valley CVB
$50,000.00
Middlesex County Marketing Initiative
Middlesex County
$7,400.00
Historic Downtown Wytheville - Where the LOVE is!
Bolling Wilson Hotel
$50,000.00
My Bristol Visit
Bristol Convention & Visitors Bureau
$27,340.00
More of What Matters Campaign
Mecklenburg County Tourism Office
$11,716.50
Thomas Jefferson Wine Festival
Thomas Jefferson's Poplar Forest
$5,000.00
New River Valley Trail Guide
New River Valley Planning District Commission
$3,000.00
Rappahannock River Community Branding
Town of Kilmarnock
$13,300.00
Bluegrass, Barbecue & Brew Festival at Patrick Henry's Red Hill
Red Hill, Patrick Henry National Memorial
$3,057.00
Hunter's Raid Civil War Trail
Lexington and Rockbridge Area Tourism
$3,500.00
Believe in Bristol Digital Marketing Platform
Believe in Bristol
$10,000.00
Find Your Sweet Spot In Highland County
Highland County Economic Development Authority
$6,500.00
Virginia Science Festival
Science Museum of Western Virginia
$24,707.50
Fall Oyster Fests on Virginia's Eastern Shore
Eastern Shore of Virginia Tourism Commission
$4,750.00
Route 5 Tourism Website and Take 5! Marketing Campaign
The Route 5 Corridor Coalition
$3,124.50
Richmond Garden Trail
Lewis Ginter Botanical Garden
$2,900.00
Promoting the Shenandoah Valley as a Green Wedding Destination
Hermitage Hill Farm & Stables
$5,000.00
Virginia is for "Opera" Lovers
Virginia Opera
$50,000.00
Salvage Dawgs Weekend Getaway
Black Dog Salvage
$4,750.00
Smith Mountain Lake Online Marketing and Responsive Website
Smith Mountain Lake Regional Chamber of Commerce
$9,878.00
Tom Tom Founders Festival
Tom Tom Foundation
$50,000.00
Explore the Depths…Newport News Museums Revealed!
The Mariners' Museum
$10,000.00
Declare Your Independence with a Northern Neck Getaway
Stratford Hall - the Robert E. Lee Memorial Association
$10,000.00
"Come Play Outdoors!" Shenandoah County Outdoor Recreation
Shenandoah County
$4,760.00
Big Stone Gap The Movie Regional Promotion Phase II
Town of Big Stone Gap
$12,580.50
It’s Always Playtime in Abingdon - TV and Digital Campaign
Abingdon Convention and Visitors Bureau
$50,000.00
Northern Virginia Canadian Marketing Campaign
Northern Virginia Visitors Consortium
$9,375.00
Engaging Visitors all Across Virginia's Artisan and Oyster Trails
Artisan Center of Virginia
$23,225.00
Bringing Castleton to the World
Castleton Festival
$50,000.00
Ukrop's Monument Avenue 10k Marketing Initiative
Metropolitan Richmond Sports Backers
$25,000.00
Choose Your Own (Staunton) Adventure
American Shakespeare Center
$3,627.00
Find Yourself in the Heart of Southwest Virginia
Russell County Board of Supervisors
$5,000.00
Virginia Fall Foliage Art Show
Fall Foliage Festival Art Show
$4,650.00
NoVa Loves the Blues
Columbia Pike Revitalization Organization
$2,750.00
