Virginia Special Events & Festivals Program - Virginia Tourism Corporation

What is the Virginia Special Events & Festivals Program?

The Virginia Tourism Corporation (VTC) announces that applications are open for the Virginia Special Events & Festivals Sponsorship Program. Please read this information and then scroll down to see the application.

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.

As a reminder, only ONE application per unique EIN is allowed. Organizations that produce multiple events must choose ONE event for which to apply. VTC recommends that applicants choose the event with the highest potential economic impact.

PLEASE NOTE: This application cycle for the VTC Special Events and Festivals Sponsorship Program differs from past VTC Special Events and Festivals Sponsorship Program applications. Below is a quick overview of the changes:

Different online application than in the past.
Event production expenses are limited to no more than 50% of request funding amount.
Marketing expenses must be at least 50% of requested funding amount.
Award announcements will be made in-mid April. Programs must be completed by October 15, 2024.
Eligible expenses that have occurred six months prior (August 1, 2022) to the due date of February 28, 2023 can be used as part of your marketing plan and may be reimbursable upon successful award notification.
Programs must be completed within 60 days of your event end date.
Events that are cancelled and/or rescheduled due to circumstances beyond the event organizer’s control may still be eligible for reimbursement. However, applicants must contact the VTC Grants Team as soon as possible to discuss the cancellation and circumstances. Event cancellation insurance is strongly encouraged.
Drop down boxes for certain questions.
One funding tier:
- $20,000 maximum award with a 50% cash or in-kind match.
- Specific allowances on valuing earned and owned media.

Please review the Word Document that contains an application template and helpful instructions to help you complete your application. Please review the Terms and Conditions of this program. This is a reimbursement program.

Applications are due by 5:00 PM on Tuesday, February 28, 2023.
NO extensions to this deadline will be possible.
Award announcements will be made by mid-April 2023.

Spring 2023 Virginia Special Events & Festivals Program

Hidden
Grant ID#
Is your event listed on Virginia.org? Yes/No*
Being listed on Virginia.org is required for reimbursement. This is not your business website. This is your free listing on the state tourism website. Please visit https://www.vatc.org/marketing/digital-marketing/webmarketing/ to set up your listing as soon as possible. It is not required before you apply, but is required before you can get reimbursement.
- Yes
- No
If yes, what is the event's Virginia.org url?
Example: https://www.virginia.org/event/annual-chincoteague-island-oyster-festival/104/
Event Name*

If a town or DMO, please select the county where the town is located.
Event Address*
Street Address Address Line 2 City State ZIP Code
Locality where event will be held*
To qualify for this program event must be at MINIMUM of TWO CONSECUTIVE DAYS and have robust visitor experiences on both days. Event series that occur over multiple weekends or multiple months are not eligible for this program, but are eligible for the Marketing Leverage Program.
Start date of your special event or festival:*
MM slash DD slash YYYY
End date of your special event or festival:*
MM slash DD slash YYYY
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.
Applicant Organization Name*
EIN #*
Applicant Organization Contact Name*
First Last
Applicant Organization Contact Title
Applicant Organization Contact Email*
Second Applicant Organization Contact Name
First Last
Second Applicant Organization Contact Title
Second Applicant Organization Contact Email
Applicant Organization Mailing Address*
Street Address Address Line 2 City State ZIP Code
Applicant Organization Phone Number*
Amount of Requested Funds*
Use whole numbers only.
A liability insurance policy listing Virginia Tourism Corporation as an interested party is required for reimbursement. If you have your insurance policy in place, please upload a copy here.
If your insurance certificates are not yet available, you will be sent reminders from VTC to submit these before reimbursements can be processed.
Max. file size: 100 MB.
An event cancellation insurance policy is strongly encouraged. If you have your event cancellation insurance policy in place, please upload a copy here.
Max. file size: 100 MB.
Please list the event's web & social media info:
Twitter
Facebook
Instagram
Event Website
Hashtags
Program Marketing Goals (15 Points)
Please choose the best category for your event.*
Describe Event Marketing Plan*
Please describe your marketing program
Start Date of Event Marketing:*
Must be no earlier than June 1, 2022
MM slash DD slash YYYY
End Date of Event Marketing:*
Must be no later than 60 days after the end date of the event.
MM slash DD slash YYYY
How will VTC funding enhance your normal marketing and production activities for this event?*
Explain the goals of the program and how VTC funding helps make it possible to reach those goals.
How will these event marketing and production funds drive additional overnight or out-of-region visitation?*
An overnight visitor is one who spends at least one night at or near the locality. A regional visitor is a daytripper who visits from at least 50 miles away. A local visitors is a local who lives within 49 miles and is coming to the event.
Projected # of out-of-state visitors to this event.*
Projected # of regional visitors to this event.*
Projected # of local visitors to this event.*
Total Projected Attendance at the event.*
This is the sum of your projected out-of-state visitors and your regional visitors and your local visitors attending the event.
What research do you have to validate these projections?
List what research and the data source you used to validate those projections such as advertising conversion rates, # and types of tickets sold in prior years, # of visitors from prior marketing programs, # of visitors to Welcome Center, hotel occupancy reports, etc.
Is this a ticketed event?*
- Yes
- No
If no, how will you track attendance?
Visitor Experience (15 Points)
List the visitor experiences for each day of the event.*
Will these funds allow you to expand the event footprint (i.e. add a second stage, rent tents for vendor market, etc.)*
- Yes
- No
If yes, please explain.
Will these funds allow you to increase overall capacity (# of people) who can attend the event?*
- Yes
- No
If yes, please explain.
Will this event have a vendor market, food truck area, concessions, or artisan area?*
- Yes
- No
If yes, please describe the number of vendors, food trucks, and how you recruit these businesses to participate in your event.
Will these marketing and production funds enhance your marketing to diverse audiences and/or promote accessibility at the event?*
- Yes
- No
If yes, please explain.
Partnerships (10 Points)
Partners must be organizations and businesses that support your marketing and your event. Please do not list general categories such "restaurants." Instead, list exact names of businesses, such as Whistlestop Café or Joe's B&B.
Partner #1*
Partner #2*
Partner #3*
How will these partners support marketing and production of your event?*
Explain how these partners will support your event marketing and production plans both financially and through their own marketing initiatives.
Have you created any event/festival partnerships with these partners, such as lodging packages, VIP packages, or other creative partnerships?*
- Yes
- No
If yes, please explain.
Please select the local or regional DMO that is nearest to the event location from this list.*
Please upload a letter of support from the local or regional DMO. If there is not a DMO that support the event location, please upload a letter of support from the locality.*
You can find your DMO contact information at https://www.vatc.org/wp-content/uploads/2022/09/DMOlist.pdf. Please allow your DMO ample lead time to provide the letter of support. You must upload the letter here in order to submit your application.
Max. file size: 100 MB.
Target Markets (20 Points)
You must choose at least two target markets. These target markets must be reflected in your marketing plan. You are encouraged to select at least one out of state market.
Target Market #1*
Why did you choose this market?*
Please reference data sources and data that was used to select this target market.
Target Market #2*
Why did you choose this market?*
Please reference data sources and data that was used to select this target market.
Target Market #3
Why did you choose this market?
Please reference data sources and data that was used to select this target market.
Marketing Plans (30 Points)
As a reminder, no more than 10% of your requested amount or final award can be used per line item for insurance, music licensing fees, promotional items like apparel and banners (remember no signage is permitted, but temporary event banners and pull-up display banners are permitted), or for A/V services like wi-fi at a hotel convention. So if you requested $20,000, you may list up to $2,000 for promotional items, up to $2,000 for insurance, up to $2,000 for music licensing fees, and up to $2,000 for A/V fees. We encourage you to use Virginia is for Lovers co-branded promotional items where possible.
Marketing Plan Value*
In-Kind or Cash Match Marketing Plan (This is your match. This grant requires a minimum 50% cash or in-kind total match.) We encourage you to list more than the minimum match so we are better able to understand the economic impact of these programs. Be sure to read instructions on eligible items, how to value followers, and how to value earned media like magazine articles. Use the + button to add lines to your marketing plan.
Vendor/Media Channel Name Description (Target market, target demographics, other details Placement Dates Amount
Total In-kind or Cash Marketing Match*
In-Kind or Cash Match Production Plan*
In-Kind or Cash Match Production Plan (This is your match. This grant requires a minimum 50% cash or in-kind total match.) We encourage you to list more than the minimum match so we are better able to understand the economic impact of these programs. Be sure to read instructions on eligible items. Use the + button to add lines to your marketing plan. Use the + button to add lines to your marketing plan.
Vendor (If known) Type of Equipment/Service Dates Amount
Total In-kind or Cash Production Match*
Grand Total In-Kind or Cash Marketing + Production Match*
VTC Reimbursable Marketing Plan*
These are items for which you will be seeking VTC reimbursement. Be sure to list only eligible expenses from the program Terms and Conditions. You will only be reimbursed up to your award amount. Use the + button to add lines to your marketing plan.
Vendor/Media Channel Name Description (Target market, target demographics, other details Placement Dates Amount
Total Reimbursable Marketing Plan*
VTC Reimbursable Production Plan*
These are items for which you will be seeking VTC reimbursement. The total of your VTC Reimburseable Production Plan should be no more than 50% of your requested amount or $10,000 for a maximum $20,000 award. In other words no more than 50% of your award can be used for production costs. Be sure to list only eligible expenses from the program Terms and Conditions. You will only be reimbursed up to your award amount.
Vendor (If known) Type of Equipment/Service Dates Amount
Total Reimbursable Production Plan*
Grand Total Reimbursable Marketing + Production Match*
Performance Outcomes (10 Points)
You must select two performance measures from the drop down box. Sources of data could include visitor logs, credit card data, ticket sales, etc. Set reasonable baselines and goals.
Performance Outcome #1*
Performance Baseline (now)*
Performance Baseline Date*
The baseline date is the date of your first measurement and can be no earlier than June 1, 2022 for this program.
MM slash DD slash YYYY
Performance Goal*
Performance Goal Date*
The performance goal date is the date (no later than your program end date) that you will take your second measurement.
MM slash DD slash YYYY
Performance Outcome #2*
Performance Baseline (now)*
Performance Baseline Date*
The baseline date is the date of your first measurement and can be no earlier than June 1, 2022 for this program.
MM slash DD slash YYYY
Performance Goal*
Performance Goal Date*
The performance goal date is the date (no later than your program end date) that you will take your second measurement.
MM slash DD slash YYYY
BONUS POINTS: VIFL Activation Type (5 Bonus Points)
How will you integrate the Virginia is for Lovers brand in your marketing and advertising materials? (Select from Drop Down Box)
VIFL Activation Type
Activation Details
Dates (If Applicable)
VIFL Activation Type
Activation Details
Dates (If Applicable)
VIFL Activation Type
Activation Details
Dates (If Applicable)
VIFL Activation Type
Activation Details
Dates (If Applicable)
VIFL Activation Type
Activation Details
Dates (If Applicable)
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.
DEADLINE INFORMATION:
- Applications are due by 5:00 PM on Tuesday, February 28, 2023.
- NO extensions to this deadline will be possible.
- Award announcements will be made by mid-April 2023.
Acceptance of Terms*
By clicking this checkbox and submitting this form, you are confirming that all information is final. You are attesting that your match is true and verifiable.
I have read and agree to the terms and conditions.

Save and Continue Later

Vendor/Media Channel Name	Description (Target market, target demographics, other details	Placement Dates	Amount

Vendor (If known)	Type of Equipment/Service	Dates	Amount

Vendor/Media Channel Name	Description (Target market, target demographics, other details	Placement Dates	Amount

Vendor (If known)	Type of Equipment/Service	Dates	Amount

Spring 2023 Virginia Special Events & Festivals Program

Program Marketing Goals (15 Points)

Visitor Experience (15 Points)

Partnerships (10 Points)

Target Markets (20 Points)

Marketing Plans (30 Points)

Performance Outcomes (10 Points)

BONUS POINTS: VIFL Activation Type (5 Bonus Points)

Save and Submit