City of Prescott Tourism Marketing Grant Program

The City of Prescott’s Tourism Grants program is designed to support nonprofit organizations hosting events that promote tourism within Prescott, Arizona. Funded by the city’s Transient Occupancy (Bed Tax), this annual grant opportunity seeks to enhance event marketing efforts that extend beyond the Prescott area and incentivize overnight visitation. The initiative serves as both a promotional and economic development tool, aimed at increasing hotel, restaurant, and retail engagement through events that attract non-local audiences. The program is administered by the Office of Tourism and guided by the Tourism Advisory Committee (TAC). Eligible applicants must be registered nonprofit organizations that are planning special or performing arts events within the city. Events may be awarded up to $5,000, depending on their application score and the number of successful applicants. The scoring process is based on a 100-point scale, and awards are distributed proportionally, with events receiving an amount tied to their score. For example, an event scoring 75 points would be recommended for 75% of their requested funding, pending final budget allocations. Use of awarded funds must adhere to specific spending requirements: at least 75% of the funds must be allocated to marketing efforts. Marketing activities should focus on audiences located over 90 miles from Prescott, as increasing tourism from outside areas is a primary goal. To be considered for funding, applicants must submit their information using the official application form. Supplemental materials will not be accepted, and all events—whether selected for funding or not—must submit a Special Event Application through the Recreation Services Department to be listed on the city's official event calendar. The 2026 application cycle opens on Sunday, March 1st, with an optional grant meeting scheduled for Thursday, March 5th at 3:00 pm in the Council Chambers of New City Hall. Final applications are due by 5:00 pm on Friday, April 3rd. Award letters will be distributed in June, with final City Council approval of grantees expected in July. Awarded organizations must submit invoices by December 31, 2026, to receive their allocated funding. Additionally, a mandatory post-event report is due within 60 days of the event’s conclusion. Failure to submit this report will disqualify organizations from future funding cycles. Applications are evaluated based on the event’s potential to generate overnight stays, the percentage of out-of-area attendees, and positive economic impacts to the local business community. Community engagement, such as volunteer involvement and collaboration with other local organizations, is also a key factor in the review process. A comprehensive guidebook has been developed to support grantees in structuring and managing their events effectively. The guidebook emphasizes planning, execution, and data collection to improve event outcomes and ensure long-term benefits for both the city and participating organizations. For additional support or questions about the application process, prior application scores, or reporting requirements, applicants are encouraged to contact the Office of Tourism at [email protected]. The program’s focus on marketing, community engagement, and economic impact positions it as a significant opportunity for nonprofits to amplify their events and contribute meaningfully to Prescott’s visitor economy.

At least 75% of grant must be used for marketing-related activities