Oregon Wine Country License Plates Matching Grants Program

With funding provided through sales of the Oregon Wine Country license plate, Travel Oregon administers a program to make grant awards available to “tourism promotion agencies” for projects that promote wine and culinary tourism.

Eligible projects or initiatives must provide for the improvement or expansion of the tourism economy in Oregon. Projects must promote wine and/or culinary tourism. “Tourism promotion” is defined as:

• Advertising, publicizing or distributing information for the purpose of attracting and welcoming visitors.
• Conducting strategic planning and research necessary to stimulate future tourism development.
• Operating tourism promotion agencies (specific to wine and culinary tourism efforts).
• Marketing special events and festivals designed to attract visitors.

The project is intended to increase the likelihood of visitation from 50 miles outside the local area. Though it is not a requirement, ideally, the project will lead to an increase of overnight stays in local lodging facilities. Partnerships with tourism entities and businesses, economic development and/or government entities are looked upon favorably and strengthen an application.

The following project types will be given preference in funding: 

• Print/broadcast advertising.
• Digital advertising, including social media and search.
• Bolstering marketing presence in target markets or maintaining a presence in existing markets.
• Content development that supports tourism marketing, including photography and video.
• Familiarization tour support.
• Marketing of wine/culinary events.
• Strategic planning/research or feasibility studies to stimulate future tourism development.
• Planning or marketing initiatives that address seasonality and/or recovery or resiliency from wildfire/climate change issues.
• Projects that emphasize strengthening diversity, equity or inclusion.

Estimated Total Program Funding: