LEXINGTON, (Va.) – Governor Glenn Youngkin announced that Virginia Tourism Corporation (VTC) awarded more than $2.7 million for 259 local and regional tourism marketing programs across the state to help increase visitation and revenue for Virginia’s localities through tourism.
Lexington and Rockbridge Area Tourism received a $10,000 grant to promote its Wanderlove: Rocking Rockbridge Summer Six. The Tourism office partnered with Glen Maury Park and Balloons Over Rockbridge to promote a collection of six events occurring over the Independence Day weekend, July 2-4, 2022. Those events are the Brownsburg Garden Tour/North Rockbridge Trail in Bloom, Lime Kiln Theater concert featuring Chris Knight, Balloons Over Rockbridge Hot Air Balloon & Music Festival, Freedom Food Festival, Kids’ Bike Parade, and Music & Fireworks at Glen Maury Park.
“We are fortunate to have a variety of events to anchor an Independence Weekend getaway. Visitors and locals alike can add value to their holiday experience by pairing events with family-friendly activities like Hull’s Drive-In, Natural Bridge State Park, wineries, a cidery, and the breweries of the Shenandoah Beerwerks Trail.”
Tourism Director Jean Clark is encouraged more tourism related entities are taking advantage of the Marketing Leverage Program offered by Virginia Tourism Corporation. “In addition to our own grant for Wanderlove: Rocking Rockbridge Summer Six, Virginia Tourism also awarded monies to Balloons Over Rockbridge, Lime Kiln Theater for their Summer Concert Series, and Ride Gravista LLC to promote Gravista 2023. In total, our immediate area received more than $30,000 in grant awards.”
“These grant funds provide an important opportunity for communities across the Commonwealth to accelerate recovery efforts and continue with their best-in-class marketing initiatives to attract new travelers,” said Rita McClenny, president and CEO of Virginia Tourism. “Increased visitation translates directly into revenue generation, underscoring tourism’s important role in stimulating economic growth and expansion.”
The VTC Marketing Leverage Program is designed to increase visitor spending by leveraging limited marketing dollars, 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.
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