Virginia Special Events & Festivals Program

The Virginia Tourism Corporation (VTC) administers the Special Events and Festivals Sponsorship Program to support established festivals and special events across the Commonwealth of Virginia. The program aims to bolster the tourism economy by enhancing the visitor experience and attracting overnight visitors, thereby generating measurable economic benefits for local communities. For the Summer 2024 round, $800,000 in total funding is available, with 60 to 70 proposals expected to be awarded. This round exclusively funds events occurring between January 1 and December 31, 2025. Awards are structured into three tiers based on cumulative attendance: Tier 1 ($5,000) for 500–4,999 attendees, Tier 2 ($10,000) for 5,000–19,999 attendees, and Tier 3 ($20,000) for 20,000 or more attendees. At least a 50% cash or in-kind match is required. Applications are accepted only through the VTC's online portal and must be submitted between July 16, 2024, at 9:00 a.m. and September 26, 2024, at 5:00 p.m. Eligible applicants include tourism-oriented businesses and organizations with an established event that has occurred at least twice since 2017 and spans at least two consecutive days. Ineligible applicants include personal wellness businesses, vendors of services (e.g., PR firms), political or private events, federal/state agencies, and events with fewer than 500 attendees or those structured as series (e.g., weekly/monthly). A lodging partner is required, and a support letter from the local or regional Destination Marketing Organization (DMO) is mandatory unless no such entity exists locally. The application includes several sections: Applicant Acknowledgment, Event Info & Contact Information, Goals & Partnerships, Research & Data, and Marketing & Production Plans. Applicants must detail the event experience, goals, marketing message, demographics, partnerships, and estimated local vs. non-local attendance. Documentation must include proof of prior attendance, insurance, and a completed Virginia.org listing before reimbursement. Reimbursable and match-eligible expenses include digital and print advertising, social media, influencer engagements, video/photo services, and production costs like stage, tent, and restroom rentals. Up to 50% of awarded funds may be used for production; at least 75% of marketing must target out-of-region visitors. Use of the “Virginia is for Lovers” branding is required across all funded marketing. Grants are awarded on a competitive basis, scored on goals and partnerships (25 points), research and data (25 points), marketing and production plans (50 points), and a bonus section (up to 5 points). Applications are evaluated for completeness, economic impact, and alignment with VTC goals. Key contacts for the program include Staci Martin (smartin@virginia.org), Noah Salaah ad-Deen (nsaddeen@virginia.org), and Caleb Leech (cleech@virginia.org). For additional program guidance and to apply, applicants should visit https://vatc.org/grants/.

Use detailed research and specific attendance data. Ensure all documents are complete, and partners are tourism-oriented. Include VTC branding in marketing to be reimbursed.