The West Piedmont Planning District Commission (WPPDC) received a $2,000 grant from the Virginia Tourism Corporation (VTC)’s Microbusiness Marketing Leverage Program (MMLP) for its partnership with the counties of Floyd, Franklin, and Patrick on phase 2 of the Mountain Spirit Trail: Virginia’s Moonshine Heritage Trail.
The WPPDC applied on behalf of the Mountain Spirit Trail Committee and partnered with the participating counties to provide matching funds for the project. The goal is to tell the compelling story of the region’s moonshine heritage and attract overnight visitors while showcasing and supporting the unique destinations and businesses along the trail. The funds will be used to create a brochure with a map featuring moonshine-related destinations across the three counties, develop an interactive online map that can easily accommodate new stops on the trail, and advertise through social media.
Virginia Tourism Corporation awarded more than $581,607 in matching grant funds to 108 marketing programs, ultimately impacting 432 combined partners, and supporting more than 1,050 full-time and part-time jobs across the commonwealth. This funding cycle, local partners committed more than $700,168 in private-public sector funds to match the VTC funding, providing more than $1.29 million in new marketing activity to help increase off-season visitation to Virginia’s small tourism-oriented businesses and events.
“We are excited to receive this grant from VTC, which will significantly help promote the rich heritage of moonshine in our region,” said Amanda Gray, Tourism and Marketing Specialist for the WPPDC. “Our distilleries, museums, parks, and businesses have incredible stories and experiences to share with visitors, and we expect this trail will positively contribute to our region’s economy.”
“The Microbusiness Marketing Leverage Program is part of VTC’s strategy to grow year-round visitation in Virginia and is designed to support small tourism businesses with marketing dollars to drive out-of-state visitation during off-peak travel seasons,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “This program serves as a gateway for small businesses to engage with VTC’s marketing and development ecosystem to grow their business and build on the Virginia is for Lovers branding.”
The VTC Microbusiness Marketing Leverage Program is designed to increase visitor spending by leveraging limited marketing dollars to stimulate new tourism marketing through partnerships, and to extend the Virginia is for Lovers brand to drive off-season visitation. Using the hub and spoke tourism model to create multi-day itineraries, a minimum of five Virginia entities partner financially to apply for funding through the MMLP. Partners may consist of Virginia cities, towns, counties, destination marketing organizations, chambers of commerce, museums, attractions, cultural events, and other tourism-related businesses. The matching marketing dollars will be used to encourage visitors to come to Virginia and support tourism-oriented attractions and small businesses during the holiday, late winter, and spring break season.
VTC will have additional Marketing Program grant and sponsorship rounds opening throughout 2024. Organizations and businesses that are interested in applying may visit vatc.org/grants for more information.
A full list of funding recipients can be found here.
About the West Piedmont Planning District Commission
The West Piedmont Planning District is a regional planning organization serving the counties of Franklin, Henry, Patrick, and Pittsylvania; the cities of Danville and Martinsville; and the Town of Rocky Mount. The WPPDC seeks to carry out its mission by facilitating regional thinking and dialogue among the district’s local government, K-12 and higher educational institutions, economic development organizations, workforce development, and other key stakeholders. Learn more at westpiedmontpdc.org
About Virginia Tourism Corporation (VTC)
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and vacation. Learn more at virginia.org.