DRIVE Tourism + Grant and Application - Virginia Tourism Corporation

Application Period: February 3 – February 28, 2025
Workshop Period: March 31 – September 26, 2025
Grant Applications Due: October 17, 2025

DRIVE Tourism + Grant Application

"*" indicates required fields

Step 1 of 4 – Contact information

Contact Information

DMO Name*

Locality where DMO is located (if town, select the county where DMO is located)*

FEI #*

Authorized Contact Name*

First Last

Contact Title*

Mailing Address*

Street Address Address Line 2 City State ZIP Code

Physical Address

Street Address Address Line 2 City State / Province / Region ZIP / Postal Code

Phone*

Email*

Check box for each:*

I have reviewed the DRIVE Tourism+ program overview and understand the DMO/community requirements for the program

I have reviewed the eligible and ineligible program expenses list in the Helpful Information section at vatc.org/drivetourismplus-helpful-information/

VTC led Community Workshop held within grant workshop period is required prior to grant submission request

Fifty percent (50%) in-kind match and supporting documentation required at time of grant submission at the close of grant round

Agree to meet all liability and insurance requirements for subsequent grant projects at close of grant round

Target Audience and Feeder Markets

1.Select one of the following target audiences that you are currently or prospectively targeting for your community. Include specific demographic, psychographic, or behavioral segmentation information supporting this decision:
Description of each target audience:

Outdoor Excursionist

Motivated by destinations that provide adventurous and explorative experiences
Want to disconnect at a leisurely place while enjoying the outdoors
Affordability is a priority when selecting destinations

Urban Explorers

Motivated by destinations that have unique urban offerings, culture, and a creative spirit
Rich urban experiences with accessible amenities
Less interested in remote areas

Travel & Activity Enthusiasts

Motivated by destinations that offer a wide variety of activities and locations over a longer trip
Authentic, adventurous experiences
Must be able to accommodate families

Target Audience

Choose 1 Target Audience.

Outdoor Excursionists

Urban Explorers

Travel/Activity Enthusiasts

Use the box below to explain why you choose this market? Include research data, such as Arrivalist, VTC Visitor Profile data for your region, POI data, etc. you used to justify your choice. What message will motivate your target audience to spend more and stay longer?

Feeder Markets

Using the dropdown menus, select three feeder markets that you are currently or prospectively targeting.

Choose Feeder Market #1

Why did you choose this market? Provide any specific research/findings validating that this is a top feeder market for your community.*

Choose Feeder Market #2

Why did you choose this market? Provide any specific research/findings validating that this is a top feeder market for your community.*

Choose Feeder Market #3

Why did you choose this market? Provide any specific research/findings validating that this is a top feeder market for your community.*

Competition

What three destinations/communities are your in-state aspirations? Describe what EACH does well with marketing/promotion and tourism product/development that you aspire to do also.

In-State Aspiration #1*

Describe what this community does well with marketing/promotion and tourism product/development that you aspire to do also.*

In-State Aspiration #2*

Describe what this community does well with marketing/promotion and tourism product/development that you aspire to do also.*

In-State Aspiration #3*

Describe what this community does well with marketing/promotion and tourism product/development that you aspire to do also.*

What three destinations are your out-of-state competitors? Be specific! Think about destinations that your traveler is realistically choosing between your destination and competitor destination. Describe below how EACH of these competitors align with your destination and why you feel they are your direct competitors.

Do not select an entire state or a region, we are looking for specific communities!

Out-of-State Competitor #1*

Describe how this competitor aligns with your destination and why you feel they are your direct competitor. If available, cite any research/findings to further demonstrate why you feel they are a direct competitor. Is there anything you learned from researching your competition that you can integrate into your destination marketing plans or product development plans?*

Out-of-State Competitor #2*

Out-of-State Competitor #3*

DRIVE Tourism + Hub-and-Spoke

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.

Primary Lure/Hub*

What is the primary lure or hub for your destination? A primary lure/hub is the main reason that visitors are coming to your location. Be as specific as possible:

Partner/Spoke #1*

Who is a dynamic tourism partner in your community that you currently work with or want to work with that supports your tourism marketing/development efforts and will help you drive overnight visitation?

Describe how this current or prospective partner supports your tourism marketing/ development efforts and will help to drive overnight visitation?

Partner/Spoke #2*

Describe how this current or prospective partner supports your tourism marketing/ development efforts and will help to drive overnight visitation?

Enhanced Product #1*

What is a tourism product in your community that you see as needing enhancement or tweaking to really set it off? Think of products or projects that can be accomplished in a relatively short time frame (< 2 years). Be as detailed as possible and list the steps needed to develop this product! Examples could be facade improvements or hours of operations for your downtown shops, adding a kayak launch to your local waterfront, or a bike trail development.

Enhanced Product #2*

2 Year Product Idea*

What is a tourism product development project in your community that may require a bit more time, development, and investment, but will be largely impactful in drawing visitors to your community or getting them to stay longer? Be as detailed as possible and list the steps needed to develop this product! Examples could include event creation, improved trail accessibility, or packaging of local offerings for visitors.

Game Changing Product Idea*

What is a tourism development product or project in your community that would transform it into a must visit destination? Think of products or projects that would be “game changing” for your community! Be as detailed as possible and list the steps needed to develop this product!! Examples could include construction of a boutique hotel, expanded rail or air services, or building a trail system.

Save and Submit

DEADLINE INFORMATION: The DRIVE Tourism + Application period will close at 5:00PM on Friday, February 28.

Please note that your information is saved on our server as you enter it. If you choose to “Save and Continue Later”, you will receive a unique URL that will allow you to go back into the application to make edits.

Please note that once you submit, you will NOT be able to make any revisions to your application.