• VTC Re-Opens the LOVEwork Reimbursement Program

    LOVE at Luray. 

    LOVE is Popping Up All Over Virginia, and now is your chance to be a part of it!

    This year, VTC hopes to see the same success as previous years by re-opening the LOVEwork reimbursement program. VTC will reimburse approved projects up to $1,500 each for the creation of a LOVEwork. 

    The LOVEworks program is a state-wide branding initiative designed to promote family-friendly vacation experiences in Virginia and the Virginia is for Lovers message. It’s easy to see why this message has been the state slogan for more than 45 years, from the coast to the mountains and every small town or unique winery in between, you are bound to find something to fall in love with in Virginia.

    In an effort to continue to promote this message, VTC opened a reimbursement program in 2013 to encourage localities to build their own LOVEwork.  The program was a success, with 16 LOVEworks created and travelers of all ages interacting with the structures every day.  

    The LOVEworks have become special places, not only for local communities, but also for travelers. People are drawn to the LOVE letters and choose them as backdrops for special occasions such as engagements, family pictures, new baby pictures and memorable road trips.  

    The LOVEworks program is a great way for local communities to showcase their unique destination, as a way to extend their message. For example, Waynesboro created a ‘river-themed’ LOVEwork displayed in a local park—this was an effort to continue to brand their city as an ideal hub for outdoor recreation. Similarly, Harrisonburg created their own LOVEwork to provide an interactive representation of their community strengths: diverse ethnic backgrounds, rich agriculture, outdoor recreation and cycling, and a vibrant and growing arts scene.

    To get started, follow the steps below:


    • Fill out and submit an application, please include your plans for design, usage, placement, unveiling, media events, marketing and messaging
    • All applications will be received and reviewed on a first-come, first-served basis.
    • Projects will be reviewed and approved by VTC and approved applicants will be notified by email and phone.
    • After receiving approval from VTC, applicants can begin building their LOVEwork.
    • To be reimbursed, applicants must submit copies of invoices and proof of payment for each vendor used.  Applicants must also submit proof of payment for any costs related to materials. Any such reimbursements are limited to $1,500. 

    Submit your application here.