Martinsville Speedway, Rooster Walk awarded tourism grants

Martinsville Speedway, Rooster Walk awarded tourism grants

September 19, 2017

Martinsville Speedway was awarded $50,000 and Rooster Walk, Inc. was awarded $19,541 in matching tourism grants from the Virginia Tourism Corporation's (VTC) Marketing Leverage Program, following today's announcement from Governor Terry McAuliffe. More than $967,000 in matching grant funds were awarded to 50 local tourism initiatives.  

This grant program helps local and regional tourism entities attract more visitors by leveraging limited local marketing dollars through a local match of the state grants funds. This funding cycle, local partners will commit more than $2.9 million to match the VTC grants, providing nearly $3.9 million in new marketing funds to increase visitation to Virginia. The grants will impact 202 other statewide tourism entities.

“Today, we are making a strategic investment in one of Virginia’s most important and growing industries,” said Governor Terry McAuliffe. “Tourism is the Commonwealth’s fifth largest industry, and every dollar spent on new product development means economic growth, jobs, and improved quality of life for Virginia families. The Marketing Leverage Program grants fund innovative marketing initiatives for tourism entities across the Commonwealth, helping them to promote Virginia as a premier travel destination.”

RW5 crowd shot web

The VTC Marketing Leverage Program is designed to increase visitor spending by stimulating new tourism marketing through partnerships and extending the “Virginia is for Lovers” brand.  A minimum of three Virginia entities must partner financially to apply for a grant. Partners may consist of Virginia cities, towns, counties, convention and visitors bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, cultural events, and other tourism-related businesses. In total, VTC awards approximately $1.7 million annually, which is matched and leveraged on average three to one by partner dollars.

“The Marketing Leverage Program grants are an important way to support our nationally- and internationally-acclaimed tourism industry,” said Todd Haymore, Secretary of Commerce and Trade. “Last year, tourism generated a record $24 billion in revenue, which supported 230,000 jobs and contributed $1.7 billion in state and local taxes, and helped spark growth in all regions of the Commonwealth. Tourism is a sound investment for the Commonwealth, and these funds provide a critical stimulus to localities seeking to increase tourism visitation and revenue.”

A full list of Marketing Leverage Program grant recipients can be found below. The next round of VTC Marketing Leverage Program grants are now open, with a December 5, 2017 deadline. Localities interested in applying may visit for more information.

A Moving Experience
Heart of Appalachia Tourism Authority

Alexandria 360
Alexandria Convention & Visitors Association

America's Historic Triangle Marketing and  New Booking Platform
Jamestown-Yorktown Foundation, Inc.

Art in Appalachia, Appalachia in the World
William King Museum of Art

Art in the Valley
Fall Foliage Festival Art Show

Birthplace of Country Music – Digital Marketing Campaign
Birthplace of Country Music

Connecting Weddings to Southwest Virginia
Joint IDA of Wythe County

Cycle Floyd
Floyd County Tourism Office

Destination Harrisonburg
Harrisonburg Downtown Renaissance

Developing Itineraries to Enhance Virginia’s Rural Coastal Visitation
Artisans Center of Virginia

Discover Bristol Marketing Campaign
Bristol Convention & Visitors Bureau

Elegantly English in Staunton
American Shakespeare Center

Enrich Your Adventure
Tazewell County

Expanded Website for Wytheville There's Only One
Wytheville Convention & Visitors Bureau

Experience Danville Pittsylvania County
Danville Pittsylvania County Chamber of Commerce

Find It In Farmville
Town of Farmville

Find it in Radford 2018
Radford Tourism

Floyd Yoga Jam 2017
The Floyd Yoga Jam

Galax - Small Town, Big Adventures
City of Galax Tourism Office

Harbor for the Arts Summer Festival
Citizens for Central Park

Jagged Edge Motorcycle Trail
Jagged Edge LLC.

Kairos Resort Marketing Campaign
Kairos Resort

LanternAsia: Art by Day, Magic by Night!
Norfolk Botanical Garden

Martinsville Speedway 
Martinsville Speedway

Meeting Incentive Program
Staunton Convention and Visitors Bureau

Mountains of Music Homecoming - Building on Success
The Crooked Road

Never Stop Playing: Earned Media Campaign
Abingdon Convention and Visitors Bureau

Norfolk Festevents Waterfront Marketing Initiative 2017
Norfolk Festevents, Ltd.

Passport to a Shenandoah Beerwerks Adventure
City of Waynesboro Economic Development & Tourism

Play and Stay: Making it Easy to Plan Your Next Adventure in Abingdon
Barter Theatre

Promoting Ecotourism in the Virginia's Western Highlands
Bath County Office of Tourism

Resonant Frequencies: Sound Arts Richmond
Richmond Performing Arts Alliance

Rooster Walk Music & Arts Festival
Rooster Walk Inc.

Shenandoah Spirits Trail
Shendandoah County

Showcasing the Blue Ridge Parkway - Phase Two

Southern Gap Outdoor Adventure: Plan Your Mountain Adventure
Southern Gap Outdoor Adventure

Southwest Virginia New Content Generation & Database Program
Friends of Southwest Virginia

Terra Floyd Pottery Tour
Wrenn Pottery

The 70th Anniversary Green Top Outdoor Expo
Green Top Sporting Goods

The 8th Annual Festy Experience
The Festy Experience LLC.

Thomas Jefferson Wine Festival
Thomas Jefferson's Poplar Forest

Today's Shenandoah Valley Takes Flight
Northern Shenandoah Valley Regional Commission

Urbanna Oyster Festival - VIP Oyster Lovers Experience
County of Middlesex Virginia

Virginia Craft Brewers Fest Hosted By Three Notch'd Brewing Company
Three Notch'd Brewing Company

Virginia is for Lake Lovers/"Mobilizing" Smith Mountain Lake Campaign
Smith Mountain Lake Regional Chamber of Commerce

Visit Culpeper | Travels with Darley
Town of Culpeper Tourism and Economic Development

Visit the Ferry Landing District in Colonial Beach
Northern Neck Tourism Commission

Visit The Home Of The World’s Best Bourbon
A. Smith Bowman Distillery

Visit Wise County Digital Content Development
Wise County

Watermen's Way
Town of Kilmarnock


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