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Tourism Marketing Leverage Program

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

Agency Type:


Funding Source:

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Visit Loudoun

Deadline Date:

02/25/21 4:00 PM Receipt


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Grants to Virginia nonprofit organizations and businesses in eligible areas for programs that promote the local tourist trade. Funding is intended to support projects that draw visitors to the region and result in larger numbers of overnight stays and increased spending. Eligible applicants are located in and serve Loudoun County.

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 Page 2 of the Program Criteria in Supporting Documents, below.

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 capped at $20,000.

Term of Contract:

Applications for the current application process must be for projects started after March 24, 2021.

Funding received through this program must be spent within one year from the date of notification of the funding award.

Additional Eligibility Criteria:

Businesses and organizations operating within Loudoun County and its jurisdictions may apply individually or as a group. Partnerships, coalitions, and joint efforts are encouraged.

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-Application Information:

The application due date is Thursday, February 25, 2021, at 4:00 PM.

The leverage fund process takes approximately 90 days from application submission to notification of awards. Applicants are encouraged to submit for projects that are at least 6 months out from the application deadline date.

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 9, 2021. Depending on the number of applicants, a second interview date may be held.

The Visit Loudoun Board of Directors votes on the applications during their monthly board meeting. The Visit Loudoun Board of Directors is scheduled for March 24, 2021.

The Visit Loudoun Tourism Marketing Leverage Program is a matching funds program. Non-profit organizations may include professional in-kind services as part of the match and MUST provide proposals detailing the in-kind value to verify the match. In-kind expenses will be allowed in proportion to the overall portion of eligible expenses.

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 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 the 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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