Governor Terry McAuliffe 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. This grant program helps local and regional tourism entities to attract more visitors by leveraging limited local marketing dollars through a local match of the state grants funds.


Some of the local area’s receiving VTC grant monies are:


Middlesex County and the 60th Annual Urbanna Oyster Festival with the “VIP Oyster Lovers Experience” and a $2500 grant.


The Northern Neck Tourism Commission with a $10,000 grant for the “Visit the Ferry Landing District in Colonial Beach.”

And a $2500 grant for the Town of Kilmarnock – “Watermen’s Way.”


The next round of VTC Marketing Leverage Program grants are now open, with a December 5, 2017 deadline.


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