Virginia Special Events & Festivals Program - Virginia Tourism Corporation

What is the Virginia Special Events & Festivals Program?

The Virginia Special Events & Festival Sponsorship Program purpose is to assist with marketing and production of established Virginia special events and festivals. Preference is given to special events and festivals that have a significant and positive economic impact on the Virginia local community with significant local/regional cash or in-kind match.

Who is eligible: Virginia based special events and festivals for marketing and production of special events and festivals; special events and festivals must have at least two years of prior attendance since 2022 and must have a minimum attendance of 500 attendees Special events and festivals with less than 500 attendees should apply for the Marketing Leverage Program
Impact of special events and/or festival must show positive and significant impact on tourism and marketing plan must be designed to drive visitation to Virginia. Only 50% of award may be spent on event production costs. Applications with plans to use production funding to expand festival capacity; add a stage, enhance visitor experience, add artisan markets, concessions, food trucks, or other revenue generating activities will score higher
Award tiers:
- Tier 1 – $5,000 for special events & festivals with 500-4,999 attendees
- Tier 2 – $10,000 for special events & festivals with 5,000-19,999 attendees
- Tier 3 – $20,000 for special events & festivals with 20,000 attendees
Match Required: 50% cash or in-kind match
Eligible Event/Festival Period: Events/Festivals occurring between January 1, 2027-December 31, 2027
Open: September 22, 2026 Closes: October 29, 2026 at 5:00 p.m. ET

For information and questions, please email vtcgrants@virginia.org. For a full overview of VTC’s available funding programs, please visit www.vatc.org/grants.

2026 Virginia Special Events & Festivals Program Grant Application

Applicants must attest to the terms and conditions at the time of application. For information on how to apply to this program, please refer to the 2026 Virginia Special Events & Festivals Program sample application, webinar recording, and webinar slide deck. This document is intended to serve as a template to assist you in drafting your application. It is not the official application and should not be submitted as such. Applicants are required to complete and submit the official application through vatc.org. There are character limits on each question. A maximum of 1,000-2,000 characters are permitted.

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Grant ID#
Applicant Acknowledgment
Before you can continue to the application, please acknowledge the following: (Click the checkmark and it will turn blue)
I agree.*
I understand that this is a competitive program, and a funding award is not guaranteed, and I understand that my requested award may be reduced or denied based on available funding.
I agree.*
I understand this is a 50% match program and that match can be in-kind or cash and no funds will be granted up front.
I agree.*
I understand that this program is for eligible events occurring between January 1, 2027, to December 31, 2027, focused on driving visitors to my event/festival that meets the requirements of having at least two years of prior attendance since 2022, must be at least two consecutive days, and must have a minimum of 500 attendees.
I agree.*
If awarded, I understand that my reimbursement and final report will be due 60 days after my program end date I list in my application.
I agree.*
I understand for my application to be considered eligible for review, the application must be complete, provide sufficient detail to address all required questions and program requirements, and include all mandatory attachments. Applications that are incomplete, lack key information, or are missing required attachments may be deemed ineligible for review.
I agree.*
I understand that, if awarded, that I must provide a contract for all contracted services and proof of event liability insurance with Virginia Tourism Authority listed as an “additional insured” on the applicable policy.
Program Information
Applicant Business/Organization Name*
This must be the same as listed on your EIN and W-9)
EIN #*
NOTE: Only one application permitted per EIN#.
Applicant Organization Type*
Applicant Mailing Address*
Street Address Address Line 2 City State ZIP Code
Event Name*
Applicant Locality*
If a town or DMO, please select the county where the town is located:
Applicant GO Virginia Region*
Please review the map at www.dhcd.virginia.gov/gova to determine your appropriate GO Virginia Region.
Start date of your 2027 special event or festival:*
End date of your 2027 special event or festival:*
Start Date of Your 2027 Special Event/Festival Marketing Campaign/Production Plan*
Expenses incurred six months prior to this date are eligible for reimbursement and match.
End Date of Your 2027 Special Event/Festival Marketing Campaign/Production Plan**
You will have 60 days from this date to submit your reimbursement and final report. This date must be no more than 30 days after your event end date.
Event Prior Year and Attendance #1*
Your event must have been held at least TWICE since 2017. List at least two prior years it was held and the attendance those years.
Event Prior Year and Attendance #2*
Your event must have been held at least TWICE since 2017. List at least two prior years it was held and the attendance those years.” If second year of your festival occurs between July 16, 2025, and December 31, 2025, please give VTC a REASONABLE estimate of your 2025 attendance.
Attach proof of attendance. This can be a Ticketmaster report, Eventbrite report, written attestation, or other ticketing report or proof of attendance.*
Drop files here or

Max. file size: 50 MB.
Locality where event will be held*
The DMO letter of support must be from the DMO where the event is located.
Event Tier*
Amount of Matching Funds Committed (50% cash or in-kind)*
Use whole numbers only. Please refer the program Terms and Conditions for eligible cash and in-kind match expenses. Matching funds must be a minimum of 50% of the total VTC Request Funds listed above.
Amount of Requested Funds*
Use whole numbers only. Please refer to the maximum award for your attendance in the program Terms and Conditions. You must commit a minimum of 50% cash or in-kind match to the VTC amount you are requesting (i.e., VTC Request: $10,000 | Match: $5,000).
Applicant Contact Information
Applicant Organization Contact Name*
First Last
Contact Email
Contact Phone Number*
Contact Mailing Address*
Street Address Address Line 2 City State / Province / Region ZIP / Postal Code
Secondary Applicant Organization Contact Name*
First Last
Secondary Contact Email
Secondary Contact Phone Number*
Event Type*
Goals and Partnerships (25 Points)
Please describe your event/festival and the visitor experience on each day of the festival.*
Please list any artists, musicians, historians, artisans, or other performers that are contributing to the visitor experience.
Where are the majority of these artists, musicians, or performers based?
What do you want to accomplish with your requested VTC funds?*
How will you measure your progress towards your goals?*
Performance Metrics
Is this a ticketed event?*
- Yes
- No
If yes, what is the general admission ticket price?
PROJECTED EVENT ATTENDANCE:
Please calculate the number of visitors by visitors type and then multiply by the # of event days. Example: 50 local visitors per day x 2 day festival = 100 local visitors.
We will request your actual number of attendees in your final report at the end of your campaign.
Projected cumulative # of local day visitors to this event (live within 50 miles of event location).*
Projected cumulative # of regional day visitors to this event (Virginians more than 50 miles from event location).*
Projected cumulative # of out-of-state/overnight visitors to this event (live outside of Virginia)*
Total Projected cumulative attendance:
How are you tracking your attendance? (i.e., Ticketmaster, Eventbrite, written attestation, or other ticketing report)*
Estimated # of overnight attendees arriving by airline? (Optional)
Hub & Spoke Itinerary
Using the hub-and-spoke tool below, think of unique, one-of-a-kind partners, places to eat, stay, things to do, attractions etc. that make your community a must visit! Think of the product needed in your community that will extend visitor length of stay! Be creative! Consider your target audiences and competitors that you have selected before.
Lodging Partner*
The lodging partner listed here must provide the signed lodging letter of support that is attached to your final application.
Partner #2*
Business/Organization Category*
Spoke #3*
Business/Organization Category*
Spoke #4*
Business/Organization Category*
Spoke #5*
Business/Organization Category*
Spoke #6*
Business/Organization Category*
Do you have a room block with your lodging partner?*
- Yes
- No
How will you and your partners work together to achieve your goals?*
What marketing message will help you and your partners achieve your visitation/visitor spending goals?*
Research/Data (25 Points)
What research/data did you use to project your attendance?*
Please name at least two sources that informed your event/festival attendance.
What research/data did you use to set your goals?*
Please name at least two sources that informed your goals.
What research/data did you use to develop your marketing message?*
Please name at least two sources that informed your marketing message.
Target Markets
Out of State Target Market*
What research/data are you using to choose this target market?*
?* Please name at least two sources that informed your out of state target market.
In-State Large Metro Target Market*
What research/data are you using to choose this target market?*
Please name at least two sources that informed your in-state large metro market.
Select your target audience:
You must choose one of the three audience choices:
What are the demographic characteristics of your target audience?*
What research/data did you use to identify the demographic characteristics?*
Please name at least two sources that informed your demographic characteristics.
Marketing & Production Plans (50 Points)
This section serves as both your required 50% project match commitment and your VTC reimbursable marketing plan. List all applicable in-kind and/or cash match marketing and production activities in the appropriate sections below.

Please review the Terms & Conditions for eligible marketing expenses, in-kind match expenses, and approved valuation methods, including how to calculate the value of in-kind match commitments.
*No more than 50% of your VTC reimbursable expenses AND your matching expenses can be used for eligible production costs.
Where does the majority of your marketing reach?*
In-Kind or Cash Match MARKETING Plan*
In-Kind Marketing Plan (This is your match. This grant requires a 50% match. Be sure to read instructions on eligible items, how to value followers, and how to value earned media like magazine articles.) Max 30 lines
Match Type (Paid, Earned or Owned Media) Marketing Expense Type Vendor Name Description of media type, demographics, & target market Placement, Procurement Date Amount or Value
Total In-Kind or Cash Match Marketing Plan*
Cash Match PRODUCTION Plan
All applicable PRODUCTION items for your match should be listed below. No more than 50% of your matching expenses can be used for eligible production costs. Max 30 lines
Production Expense Type Vendor Name Production Item Description & Impact Placement or Procurement Date Amount/Value
Total Match Production Plan
VTC Reimbursable MARKETING Plan*
Reimbursable Marketing Plan – This is what you would like to be reimbursed by Virginia Tourism Corporation. Review the Terms and Conditions for eligible expenses. All applicable VTC REIMBURSAMBLE MARKETING items for your match should be listed below. Max 30 lines
Marketing Expense Type Vendor Name Description of media type, demographics, & target market Placement Date Amount/Value
Total VTC Reimbursable Marketing Plan*
VTC Reimbursable PRODUCTION Plan
All applicable VTC REIMBURSAMBLE PRODUCTION items for your match should be listed below. No more than 50% of your VTC reimbursable expenses can be used for eligible production costs. Max 10 lines
Production Expense Type Vendor Name Production Item Description & Impact Placement or Procurement Dates Amount/Value
Total VTC Reimbursable Production Plan
Grand Total VTC Reimbursable Marketing + Reimbursable Production*
Required Attachments
All mandatory attachments listed below must be submitted for the application to be considered eligible for review.
Please upload a letter of support from the DMO where your event/festival is being held. If there is not a DMO that supports the event location, please upload a letter of support from the locality.*
You can find your DMO contact information at https://vatc.org/dmolistpdf. Please allow your DMO ample lead time to provide the letter of support. If the applicant is the DMO, please upload a letter to that effect. The letter must be written and signed directly by the DMO and cannot be prepared or submitted on the DMO’s behalf by another entity, unless the DMO is serving as the grant applicant. There is a strong preference for the letter to be submitted on the DMO’s official letterhead. If the DMO is serving as the grant applicant, the DMO is required to submit a letter on its’ own behalf that meets these requirements.
Max. file size: 50 MB.
Lodging Partner Letter of Support*
The letter must be written and signed directly by the lodging partner and cannot be prepared or submitted on the lodging partner’s behalf by another entity. It is strongly preferred that the letter be provided on the lodging partner’s official company letterhead.
Max. file size: 50 MB.
BONUS POINTS (5 Bonus Points)
How many days from your project end date do you have to submit your reimbursement materials and final report?
What is the value of an in-kind match contribution for a half page online editorial?
If an applicant is requesting $15,000, what is the minimum amount of match the applicant must commit to the project?
Provide a link to your event/festival virginia.org listing.
Based on the Virginia Tourism Corporation Statewide Strategic Tourism Plan 2026-2029 found at vatc.org/industryinitiatives/strategictourismplan/, which target audience profile most directly aligns with your event/festival participants.
Save and Submit
VERY IMPORTANT:
- Your application information is saved on our server as you enter it.
- If you need to leave the application, scroll to the bottom of the application and click “Save and Continue Later”.
- You will receive a unique URL that will allow you to go back into the application to make edits. BE SURE TO COPY THIS URL SO THAT YOU CAN GO BACK TO EDIT YOUR APPLICATION!
- You also can enter your email address and have the link sent to you.
- You will need to follow this procedure each time you leave the application in order to save your work.
Once you are ready to submit the Final Version, you will acknowledge the Acceptance of Terms.
- A SUBMIT button will appear
- At that point you may submit your application.
- Please note that once you submit, you will NOT be able to make any revisions to your application.
- If you do not receive a confirmation email within 15 minutes, please reach out to us.
DEADLINE INFORMATION:
- Applications are due by 5:00 PM on Thursday, October 29, 2026.
- NO extensions to this deadline will be possible.
- Award announcements will be made January 2027.
Acceptance of Terms*
I understand that by submitting this application that I am agreeing to the full program Terms and Conditions.
I have read and agree to the terms and conditions.
Submission Confirmation*
I understand that my application is not fully submitted until I see the final submission screen and receive a .pdf of my application in my inbox (usually within 30 minutes.) I will contact VTC at VTCSEFProgram@virginia.org within 24 hours if I do not receive the pdf of my application in my email inbox.
I understand.

Match Type (Paid, Earned or Owned Media)	Marketing Expense Type	Vendor Name	Description of media type, demographics, & target market	Placement, Procurement Date	Amount or Value

Production Expense Type	Vendor Name	Production Item Description & Impact	Placement or Procurement Date	Amount/Value

Marketing Expense Type	Vendor Name	Description of media type, demographics, & target market	Placement Date	Amount/Value

Production Expense Type	Vendor Name	Production Item Description & Impact	Placement or Procurement Dates	Amount/Value

2026 Virginia Special Events & Festivals Program Grant Application

Applicant Acknowledgment

Program Information

Applicant Contact Information

Goals and Partnerships (25 Points)

Performance Metrics

Hub & Spoke Itinerary

Research/Data (25 Points)

Target Markets

Marketing & Production Plans (50 Points)

Required Attachments

BONUS POINTS (5 Bonus Points)

Save and Submit