~ Program will generate more than $3.9 million in marketing initiatives, impact more than 230 statewide tourism entities ~
Governor Ralph Northam recently announced more than $840,000 in matching grant funds to be awarded to 56 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 $3.1 million to match the VTC grants, providing more than $3.9 million in new marketing funds to increase visitation to Virginia. The grants will ultimately impact at least 232 other statewide tourism entities.
“Virginia’s tourism industry is a key pillar of our economy and growing it is a great way to create new jobs and opportunity in every corner of the Commonwealth,” said Governor Northam. “These grants help communities across the Commonwealth discover new ways to market themselves to travelers by creating new tourism products and enhancing existing attractions and destinations. These efforts improve the visitor experience, making it easy for travelers to discover why Virginia is for Lovers.”
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 of 3:1 by partner dollars.
“The Marketing Leverage Program grants continue to provide critical funding for our tourism businesses across the state, and demonstrate the power of public-private partnerships,” said Esther Lee, Secretary of Commerce & Trade. “These dollars are injected into local economies across the Commonwealth, helping to create vibrant communities and premier destinations that attract travelers from all over the world. These efforts help to ensure that Virginia remains the best state in the nation not only to visit, but to live, work, and raise a family.”
The next round of VTC Marketing Leverage Program grants will open on April 10, 2018, with a June 26, 2018 deadline. Localities interested in applying may visit www.vatc.org for more information.