Special Event Incubation Grant

Richmond Region Tourism has introduced the Special Event Incubation Grant, a funding initiative made possible by the Tourism Improvement District. This inaugural grant opportunity is designed to stimulate new event development within the Richmond Region. It targets organizations and entities that aim to establish innovative events or expand current activities with the intention of boosting regional tourism. By providing financial support to qualifying applicants, the program seeks to increase the number of overnight visitors and bolster the local economy through tourism-driven events. To qualify for funding, applicants must propose an event that is either new, within its first three years, or an ancillary event developed to enhance an existing program. The event must not have been hosted in the Richmond Region for at least three years to be eligible. A critical qualification metric is that a minimum of 10% of attendees must come from more than 50 miles outside the Richmond area and must stay overnight in the region. This requirement is intended to ensure that funded events contribute to the tourism economy through lodging and related expenditures. Applicants may request reimbursement for up to $5,000 in expenses directly related to their event. The reimbursement will be processed post-event upon the submission of appropriate documentation. Eligible expenses include costs such as facility rental fees, furniture or equipment rentals, contracted security or traffic control services, signage and marketing materials, event production and technical needs, local permits, event insurance, transportation or shuttling, technology services for hybrid events, non-alcoholic food and beverage discounts, room setup charges, and storage or shipping. The grant operates on a rolling application basis, with decisions made as submissions are received. Awards are granted until available funding is exhausted. Once an application is submitted, the Richmond Region Tourism Committee will review and score it based on several criteria including projected hotel room nights, visitor count, event economic impact, future scalability, media potential, cultural inclusiveness, and long-term sustainability. Applicants will receive notification of their grant status within 15 business days of submission. Recipients of this grant must agree to specific terms. They are required to include VisitRichmondVA branding on all marketing and promotional materials, and to work in partnership with Richmond Region Tourism to share hotel information with attendees. Additionally, they must complete a post-event review that documents how funds were used and measures the event's actual economic impact. This feedback is due within 30 days of the event's conclusion. For more information, applicants may contact Richmond Region Tourism at (804) 782-2777. The organization is located at 401 N. 3rd Street, Richmond, VA 23219. Interested parties are encouraged to apply as early as possible, given the finite funding available and the rolling nature of application review and award determination.