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Tourism Marketing Leverage Program

Grants to Virginia Nonprofits and For-Profits in Eligible
Counties to Promote the Local Tourist Trade

Agency Type:


Funding Source:

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Visit Loudoun

Conf. Date:


Deadline Date:

02/19/20 4:00 PM Receipt


Request a Grant Writer

Grants to Virginia nonprofit organizations and businesses in eligible counties for programs to promote the local tourist trade. Funding is intended to support projects that draw visitors to the area and result in larger numbers of overnight stays and increased spending. Requests will be accepted from eligible applicants in Loudoun County.

Projects will promote tourism, travel, or business that will generate tourism or travel in Loudoun County, and will increase visitor spending.

Project eligibility:

  • Programs must directly impact the tourism and travel industry of Loudoun through promotion to out-of-county and out-of-state visitors.
  • Programs and promotions should increase visitor spending through increased visitation and/or overnight stays. Higher priority will be given to placements outside the Northern Virginia region.
  • Higher priority will be given to those projects that partner with hotels and/or B&Bs and attract overnight visitors during periods of need. (Room availability is greatest on weekends, January through March, and July and August.)
  • Proposed uses must be compatible with the programmatic elements of Visit Loudoun.

Eligible expenses include tourism promotions such as advertising, promotional brochures, online marketing, and other promotions that will attract visitors to Loudoun County and its jurisdictions. For a detailed list of eligible expenses, see

GrantWatch ID#:

GrantWatch ID#: 182912

Estimated Size of Grant:

The maximum amount to be allocated per application is capped at $10,000 and the amount that an organization may be awarded in a given fiscal year (July 1 to June 30) is also capped at $20,000.

Term of Contract:

Applications for the current application process must be for projects started after March 25, 2020

All funds awarded must be spent within 12 months after the award notification is sent.

Additional Eligibility Criteria:

Businesses and organizations operating within Loudoun County and its jurisdictions may apply individually or as a group.

Ineligible expenses include but are not limited to:

- Programs that do not contribute to increased visitation to the business and to Loudoun
- Event start-up or production costs
- Administrative or overhead expenses including but not limited to office space, salary, and personnel costs, office supplies, office equipment, normal office postage, rent, and other administrative costs
- Costs of give-away promotional items and event production costs such as food and supplies
- Ongoing maintenance fees for websites
- Travel expenses, including accommodations, transportation, and meals
- Cost of signage, including fabrication and installation
- Any expenses incurred prior to the funding award date

Pre-proposal Conference:

Applicants are strongly encouraged to attend a pre-application meeting before submitting an application. A pre-application meeting will be held for the current application process at 5:00pm, Tuesday, January 28, 2020 at the Visit Loudoun Office Conference Room.

Please RSVP to Greg Harp (see contact information below).

Pre-Application Information:

Current Application Deadline: Wednesday, February 19, 2020 at 4:00 PM.

If the committee has additional questions, the applicant will be notified and asked to provide answers in writing* as well as attend a follow-up interview. It is highly recommended that the individual(s) who prepared the application be the one to attend the interview. Current Application Interview Date(s): 4pm, March 11, 2020.

*Depending on the number of submitted applications a 2nd interview date may be held.

The Visit Loudoun Board of Directors votes on the applications during their monthly board meeting. Visit Loudoun Board of Directors is scheduled for: March 25, 2020

Letters will be sent to all applicants to inform them of any funding they have been awarded following the Visit Loudoun Board meeting.

The leverage fund process takes approximately 90 days from application submission to notification of awards.

The Visit Loudoun Tourism Marketing Leverage Program is a matching funds program.

Contact Information:

Before starting your grant application, please review the funding source's website listed below for updates/changes/addendums/conferences/LOIs.

Submit the application online using the online form (see URL for Full Text) and contact Greg Harp to confirm receipt.

For Questions about the program process, contact:

Greg Harp, Director of Finance & Admin

For Questions about program eligibility, criteria, or review of application prior to submission deadline, contact:

Beth Erickson, President & CEO

The Loudoun County Visitors Center
Market Station - Lower Deck
Corner of Loudoun St. and Harrison St.
Leesburg, VA 20175
800. 752. 6118
703. 771. 2170

URL for Full Text (RFP):

Geographic Focus:

USA: Virginia: Loudoun County

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