Tourism Event Grant

The City of Viroqua Tourism Event Grant is a locally administered funding opportunity designed to support marketing and promotional efforts for events that attract visitors to the City of Viroqua, Wisconsin. Funded by allocations from local room tax revenue, the grant program is managed in collaboration with the Viroqua Chamber and focuses on strengthening the tourism economy by increasing overnight stays, promoting positive impressions of the city, and encouraging repeat visitation. The program specifically supports nonprofit and volunteer-led organizations that organize events with the capacity to draw attendees from beyond a 50-mile radius of Viroqua. The overarching goals of the grant are to bolster tourism during off-peak seasons such as fall and winter, provide equitable funding access, and assist in launching or expanding events that enhance Viroqua's regional appeal. The program emphasizes a strong return on investment through measurable outcomes such as extended visitor stays, increased lodging use within city limits, and enhanced city branding. Marketing expenses covered under this grant may include digital and print advertisements, social media promotions, website development for events, and public relations activities, provided all efforts are targeted outside the defined 50-mile radius. Eligibility is restricted to nonprofit or volunteer-managed organizations with valid tax identification or nonprofit status and a dedicated organizational bank account. For-profit entities and individuals are not eligible. Events supported by the grant must contribute to a favorable image of Viroqua and comply with all applicable permitting requirements from the City of Viroqua. Additionally, funds cannot be used for local advertising, staffing, administrative expenses, or capital projects. Organizations are required to provide a detailed event budget, including documentation such as estimates or invoices, to substantiate their funding needs. The program offers a maximum award of $5,000 per application, capped at no more than 50% of the total event cost. It operates on a biannual funding cycle. The first application window opens in January and closes at 5:00 PM on February 28, with awards disbursed from April through December. The second window runs from July through August, with awards made from October through March of the following year. Applications must be complete and submitted on time; incomplete or late applications are not considered. The Tourism Commission evaluates applications based on clarity, eligibility compliance, anticipated tourism impact, uniqueness, budget completeness, local engagement, and other qualitative factors. Grantees are required to submit a comprehensive post-event report within three months of the event’s conclusion. This report must include estimated attendance, lodging data, economic impact assessments, and documentation of how grant funds were used. Applicants are also encouraged to secure additional funding sources, foster partnerships with local businesses, and design events that emphasize Viroqua’s distinctive characteristics to maximize grant impact. Events that are canceled must be reported immediately to the Viroqua Tourism Commission for further instructions.