Local entities awarded tourism funds from Governor Youngkin

Governor Glenn Youngkin announced today that more than $581,607 in matching grant funds will be awarded to 108 small businesses, destination marketing organizations (DMOs), downtown business associations, and chambers of commerce as part of the Virginia Tourism Corporation (VTC)’s Microbusiness Marketing Leverage Program (MMLP).

This funding program is designed to leverage local marketing dollars with matching state funds to increase visitation and traveler spending in the off-season. This funding cycle, local partners will commit more than $700,168 in private-public sector funds to match the VTC funding, providing more than $1.29 million in new marketing activity focused on increasing off-season visitation to Virginia’s small tourism-oriented businesses and events. The funding will be awarded to 108 marketing programs, ultimately impacting 432 combined partners, and supporting more than 1,050 full-time and part-time jobs.

“Tourism is a powerful economic driver and VTC’s grant programs are an important part of Virginia’s growth trajectory toward becoming an all-season destination,” said Governor Glenn Youngkin. “By leveraging public-private partnerships, these programs support Virginia’s creative, outdoor, and small business-based tourism economy and will draw thousands of additional visitors to Virginia.”

The VTC Microbusiness Marketing Leverage Program is designed to increase visitor spending by leveraging limited marketing dollars to stimulate new tourism marketing through partnerships, and to extend the Virginia is for Lovers brand to drive off-season visitation. Using the hub and spoke tourism model to create multi-day itineraries, five Virginia entities partner financially to apply for funding. Partners may consist of Virginia cities, towns, counties, destination marketing organizations, chambers of commerce, museums, attractions, cultural events, and other tourism-related businesses. The matching marketing dollars will be used to encourage visitors to come to Virginia and support tourism-oriented attractions and small businesses during the holiday, late winter, and spring break season.

“Virginia’s tourism industry is an incredible employment on-ramp for high school and college students, part-time workers, and those interested in long-term hospitality careers in management or the C-suite,” said Secretary of Commerce and Trade Caren Merrick. “From kitchen line cooks to regional executive hotel managers, these funds support a robust hospitality workforce at all career levels by inducing tourism demand and increasing overnight visitation.”

These grants include a variety of projects across the Shore. The Eastern Shore of Virginia Tourism Commission received $9,764 for their “Shorely Wed – Weddings on Virginia’s Eastern Shore” program, which had a near-identical match of $9,764. In Accomack County, the ESVA Chamber was awarded $3,000 for “Explore the Shore,” with a matching fund of $6,000. Eastern Shore Refuge Motor Inn Inc. received $5,000 for their “3-Day Chincoteague Getaways,” with a matching amount of $5,220. Onancock Main Street (OMS) was granted $10,000 for their “Cozy Up to Onancock” initiative, which is matched by $17,047. In Northampton County, Peachy Outlook was awarded $2,500 for the “Women’s Wellness Weekend ESVA,” with a significant match of $23,073.50. Additionally, Chatham Vineyards secured $5,000 for the “Chatham + Eastern Shore Wine & Brine Website,” with a match of $6,700. Moonrise Jewelry received a $5,000 supplemental grant for their “Girls’ Getaway Guide to Coastal Cape Charles,” with a match of $9,000. All of these efforts fall under the Coastal Virginia region’s tourism initiatives, working together to boost local tourism and economic development.

“The Virginia Tourism Corporation’s Microbusiness Marketing Leverage Program is a great resource to the local businesses on the Eastern Shore.  Several local entities on the Shore were awarded one of the grants, and I am excited to see the benefits when implemented,” said Robert Sabbatini, the Executive Director of the Eastern Shore of Virginia Tourism Commission. “If any business needs assistance or interested in pursuing a Virginia Tourism Corporation grant, please do not hesitate to contact the ESVA Tourism Commission at 757-787-8268.”

Small businesses are the backbone of Virginia’s tourism industry, driving economic growth and creating unique visitor experiences. The Microbusiness Marketing Leverage Program empowers these businesses by providing vital funding that enhances their marketing efforts, particularly during the off-season. By supporting local shops and attractions, the MMLP not only boosts local economies but also enriches the cultural fabric of our communities. These small enterprises, through their creativity and hospitality, play a crucial role in attracting visitors and showcasing the charm and uniqueness of Virginia, which was named CNBC’s 2024 Top State for Business.

VTC will have additional Marketing Program grant and sponsorship rounds opening throughout 2024. Organizations and businesses that are interested in applying may visit vatc.org/grants for more information.