Special Event Marketing Sponsorship Grant Program

The Special Event Marketing Sponsorship program is administered by the Reno-Sparks Convention and Visitors Authority, operating under the Visit Reno Tahoe brand. This organization is funded through transient lodging taxes and tourism surcharges collected from paid accommodations in Washoe County, Nevada. The program is designed as a strategic partnership initiative that supports events capable of generating overnight visitation and enhancing the region’s tourism economy. By investing in marketing efforts tied to qualifying events, the program seeks to strengthen the destination’s visibility, brand identity, and economic vitality. The primary purpose of the sponsorship is to provide financial resources that enable event organizers to expand their advertising and promotional outreach to audiences outside the local market. The program emphasizes increasing overnight visitation to Washoe County lodging properties and reinforcing Reno Tahoe’s image as an attractive travel destination. Funding is strictly intended for marketing and promotional activities, rather than for general event production costs or to supplement operating income. Supported events must align with the region’s branding strategy and contribute to long-term destination awareness and visitor engagement. Eligible events are defined as organized, recurring annual activities that are open to the general public and capable of attracting overnight visitors from outside the region. These events may include festivals, fairs, community gatherings, and certain sporting competitions. To qualify, events must take place within Washoe County, demonstrate the ability to generate room nights at multiple lodging properties, and establish partnerships with at least two local lodging entities. The program explicitly excludes conferences, trade shows, workshops, and events that primarily serve local audiences. Additionally, only the principal producing organization for an event may apply, and venues are generally ineligible unless they are the primary organizer. Applicants must meet several financial and operational criteria. Funding requests cannot exceed 25 percent of the event’s total cash operating budget, and the program cannot serve as the sole or primary funding source for the event. Events must be confirmed and not tentative, must include a spectator component, and must not require membership or annual dues for public attendance. The program also requires applicants to demonstrate financial stability, the potential for growth, and the ability to sustain operations independently of sponsorship funding. The application process is conducted electronically through an online submission platform. Applicants are encouraged to prepare detailed supporting documentation, including budgets, sponsorship lists, and lodging partnership information. The application typically opens in early March and closes in mid-April, with a firm submission deadline of April 16. Submissions must include all required materials to be considered, and incomplete applications are disqualified. Applicants may save and return to their submissions prior to final submission, but once submitted, applications cannot be edited. Following submission, applications are reviewed by a panel of Reno-Sparks Convention and Visitors Authority staff. Evaluation criteria include the completeness and quality of the application, projected attendance and room night generation, alignment with destination branding, marketing reach, financial viability, and overall potential impact on tourism. Recommendations from the review panel are presented to the organization’s Board of Directors for final approval. Funding decisions are typically made in May, and approved events are required to enter into a formal agreement, provide proof of insurance, and meet all contractual obligations. The program operates on an annual cycle aligned with the fiscal year from July through June and is considered a recurring funding opportunity. Awards are distributed in two installments, with an initial payment upon contract execution and a final payment after the event concludes and reporting requirements are fulfilled. Interested applicants may contact the Senior Marketing Events Manager for guidance on eligibility, application preparation, and program requirements. The program is designed to foster long-term partnerships that contribute to sustained tourism growth and destination development in Washoe County.

Ensure the application clearly demonstrates projected room nights, marketing reach, and alignment with Reno Tahoe branding. Provide complete and accurate supporting documentation, as incomplete submissions are disqualified.