~ Program will generate more than $3.8 million in marketing initiatives and impact more than 182 statewide tourism entities~
RICHMOND – Governor Ralph Northam today announced more than $965,000 in matching grant funds will be awarded to 44 local tourism initiatives as part of the Virginia Tourism Corporation’s (VTC) Marketing Leverage Program (MLP). The MLP grants are designed to help 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 $2.8 million to match the VTC grants, providing more than $3.8 million in new marketing funds to increase visitation to Virginia. The grants will ultimately impact at least 182 other statewide tourism entities.
“As we celebrate 50 years of Virginia is for Lovers in 2019, it is so encouraging to see such tremendous partnership, initiative, and growth within the tourism industry,” said Governor Ralph Northam. “Tourism partners from across the Commonwealth have come together to create important new development projects and programs that will attract more travelers and increase visitor spending. These grant funds help destinations improve our communities, create jobs for our citizens, and make Virginia an even more attractive place for visitors and businesses alike.”
The VTC 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 tourism-related businesses. In total, VTC awards approximately $1.7 million annually – matched and leveraged on average 3:1 by partner dollars.
“The tourism industry continues to have an incredible impact on Virginia’s economy, and the development of new tourism product is absolutely essential to that success,” said Brian Ball, Secretary of Commerce and Trade. “Last year, visitors to Virginia spent $26 billion, which supported 234,000 work opportunities in our communities and contributed $1.8 billion in state and local taxes. By leveraging the power of public-private partnerships, the Marketing Leverage Program grants will help inject even more critical dollars back into Virginia’s economy.”
The next round of VTC Marketing Leverage Program grants will open on September 10, 2019 with a December 17, 2019 deadline. Localities interested in applying may visit vatc.org for more information.
A full list of Marketing Leverage Program grant recipients can be found below.
| Program Name | Lead Partner | Award |
| Abingdon CVB: Piloting A Partnership for Growth | Abingdon Convention and Visitors Bureau | $5,000 |
| Barter Theatre: Two Stages for Theatre Lovers of All Ages | Barter Theatre | $5,000 |
| Birds, Brews and Barbecue | Eastern Shore of Virginia Birding and Wildlife Programs, Inc. | $2,700 |
| Birthplace of Country Music – Marketing Campaign for Country Music Documentary | Birthplace of Country Music | $50,000 |
| Carroll County Tourism | Carroll County Tourism | $5,000 |
| Crozet Trolley Co. Marketing Launch | Crozet Trolley Co. | $10,000 |
| Destination / Relocation Project | Martinsville – Henry County Tourism | $37,000 |
| Discover Bristol Content Amplification | Discover Bristol | $10,000 |
| Discover Something New in Historic Appomattox – Tourism Magazine | Appomattox Chamber of Commerce | $1,500 |
| Dominion Valley Park Gospel Music | Dominion Valley LLC | $5,000 |
| Downtown Ashland Tourism Promotion | Downtown Ashland Association | $10,000 |
| Embrace the Wild | Buchanan County Tourism | $4,790 |
| Executive Leadership Program | Visit Alexandria | $50,000 |
| Expanding the Message- Giles A Place to Play, Stay, Love, & Enjoy | Virginia’s Mountain Playground™ | Giles County Tourism | $24,962 |
| Experience our Front Porch from Your Back Porch – Digital Storytelling in SWVA {Phase 1} | Friends of Southwest Virginia | $25,000 |
| Explore NRV Website | New River Valley Regional Commission | $3,250 |
| Festy 10 | The High Country Presents LLC | $25,000 |
| Fire, Flour and Fork’s “Future of Food” Agritourism Tours | Real Richmond Food Tours | $5,000 |
| Gateway to the World: Enhancing the dot com | Halifax County Tourism | $5,000 |
| Get Outside! | Heart of Appalachia Tourism Authority | $50,000 |
| Hills, Chills and Thrills Asset Collection | Town of St. Paul | $10,000 |
| Kids Trail in Virginia | Harpers Ferry Adventure Center | $25,000 |
| LET’S GO! Virginia’s EPIC Shenandoah Valley Vacation | Shenandoah Valley Travel Association | $50,000 |
| LOCKN’ Supports Virginia Music | LOCKN’ | $3,685 |
| “Love Louisa” Marketing Campaign | Louisa County Chamber of Commerce | $10,000 |
| Made in Bath County Experiences | Bath County Office of Tourism | $25,000 |
| Make Highland County Your Arts Destination | Highland County Arts Council | $3,000 |
| Marketing the Legacies of Early Virginia | Jamestown-Yorktown Foundation, Inc. | $25,000 |
| Martinsville Speedway – Spring 2019 | Martinsville Speedway | $25,000 |
| Music and So Much More | The Crooked Road | $50,000 |
| Ready for Our Close Up – Shining a Light on the ‘New’ Wytheville | Wytheville Convention & Visitors Bureau | $50,000 |
| Rooster Walk 12 Music & Arts Festival | Rooster Walk Inc. | $25,520 |
| “Seasons” Campaign | Montgomery County Regional Tourism Office | $40,000 |
| The Annual Green Top Outdoor Expo | Green Top Sporting Goods | $25,000 |
| The Competitive Traveler | Roanoke Outside Foundation | $8,750 |
| The Place to Play | Sessions Hotel | $12,500 |
| The River is Calling You | Town of Kilmarnock | $50,000 |
| Thomas Jefferson Wine Festival | Thomas Jefferson’s Poplar Forest | $5,000 |
| Tom Tom Summit & Festival 2020 | Tom Tom Foundation | $50,000 |
| Virginia Foothills | Montpelier | $25,000 |
| Virginia is for Farmers Market Lovers | Virginia Farmers Market Association | $50,000 |
| Virginia Oyster & Wine Festival at On Sunny Slope Farm | On Sunny Slope Farm, Inc. | $2,500 |
| Virginia Spirits Trail & Passport Program | Virginia Distillers Association | $50,000 |
| Website Redesign / Discover Dinwiddie ~ Define Your Experience!!! | County of Dinwiddie | $10,000 |