The Virginia Tourism Corporation (VTC) Marketing Leverage Program is designed to stimulate new tourism marketing programs through the creation of tourism partnerships and to extend the “Virginia is for Lovers” campaign. The objective of this program is to leverage limited marketing dollars, resulting in increased visitor spending. This objective can be accomplished through actions including the following:
A minimum of three entities must partner financially to apply for funding consideration. Partners may consist of Virginia towns, cities, counties, convention and visitors bureaus, chambers of commerce, other local or regional destination marketing organizations (DMO), private businesses, museums, attractions, cultural events, and other not-for-profit entities. DMOs are not required to be a financial partner; however, all applications must include a letter of support from each DMO(s) within the project coverage area. DMOs can be – and are encouraged to be – partners in the application. A list of DMOs can be found at http://www.vatc.org/consumerservices/dmolist/. Programs that are regional in scope are encouraged. State/federal agencies may not be the lead partner in an application. Applications that include state/federal agencies must have a minimum of two additional, non-state/federal agency financial partners. All partners in the application must be listed on www.Virginia.org and must provide a reciprocal link to www.Virginia.org from their website. One partner must serve as the lead partner who will administer the program. The lead applicant can only be the lead partner in one program per funding cycle and the program can apply only in one funding tier. A potential vendor of services for or to the application partnership program, either directly or indirectly, cannot be a partner in the application. Applicants are encouraged to seek services through a competitive bid process and are encouraged to utilize SWAM (Small Business, Women, or Minority-Owned) vendors, when possible. For more information about SWAM certification, please visit http://www.dmbe.virginia.gov/.
There are two levels of funding in the VTC Marketing Leverage Program. The maximum match amount in each program will be as follows:
TIER ONE LEVERAGE PROGRAMUp to $10,000 Maximum award of $10,000 with a 1:1 match required
TIER TWO LEVERAGE PROGRAM$10,001 to $50,000 Minimum of $10,001 up to a maximum of $50,000 with a 2:1 match required (two dollars from partners matched by one dollar from VTC).
There are very limited funds for this program, therefore funding will be awarded on a merit scale. Awarding of funding is based upon information contained in the application and will be scored based upon the VTC Marketing Leverage Program Scoring Guidelines (Page 4). Since awards are determined from these scores, the application must be as complete as possible. Do not assume that the review team is familiar with your area, or project, so be sure to include all requested information. Actual award may or may not equal amount requested and is based on available funds at the time of award. In making decisions on funding applications, the Virginia Tourism Corporation may consider such factors as type and scope of the applying organizations, the organization’s additional resources, past awards to, and applications from, the applying organizations, the impact and priority of the proposed project, the timetable, the number of applications received, the dollar amounts of the applications received and most importantly, the impact of the project’s ability to increase and track overnight stays and visitor revenue in the program coverage area.
The following will NOT be funded by the VTC Marketing Leverage Program:
Please subscribe to the VTC Dashboard for announcements of the VTC Marketing Leverage Program and other VTC information. For more information visit http://www.vatc.org/tourism/newsletter-signup/.
Fact Sheet - PDF
Download a sample of the 2013 Fall Marketing Leverage Program Application - DOC
VTC Brand Tool Kit - PDF
Planning Your Photo & Video Needs - PDF
Questions regarding the Virginia Tourism Corporation Marketing Leverage Program should be addressed to:
Virginia Tourism Corporation Angela Wiggins Development Coordinator 901 East Byrd Street Richmond, VA 23219 firstname.lastname@example.org