West Piedmont Planning District Commission (WPPDC) received a $20,000 grant from the Virginia Tourism Corporation (VTC)’s Marketing Leverage Program for its Life in SOVA initiative.
WPPDC will use this funding to strengthen the Life in SOVA initiative through a strategic marketing & development plan, website enhancements, new content and creative assets, and targeted advertising to promote the region’s tourism destinations. Life in SOVA is a regional branding initiative that highlights the cities of Danville and Martinsville, the counties of Franklin, Henry, Patrick, and Pittsylvania, and the Town of Rocky Mount. At the core of this project is www.lifeinsova.com, a comprehensive digital hub that features the region’s businesses, events, outdoor attractions, and community life.
“We are excited to receive the $20,000 grant from the Virginia Tourism Corporation to support and enhance our Life in SOVA initiative,” said Amada Gray, Tourism and Marketing Specialist for WPPDC. “Southern Virginia offers outstanding tourism destinations and unique opportunities, and this funding will allow us to further promote our region’s many assets. We welcome everyone to come ‘Live their best Life in SOVA’ and enjoy our friendly communities, outdoor adventures, and rich experiences that Southern Virginia has to offer.”
In celebration of National Travel & Tourism Week, Virginia Tourism Corporation (VTC) awarded more than $2.2 million in matching grant and sponsorship funds to 143 tourism programs across the Commonwealth. These awards are funded through VTC’s Marketing Leverage and Destination Marketing Organization (DMO) Marketing Programs.
These programs pair local marketing investments with matching state funds to increase visitation, extend overnight stays, and grow traveler spending across the Commonwealth. This funding cycle, local partners will commit more than $4.3 million to match the VTC grant funds, generating more than $6.5 million in new marketing and event production initiatives focused on increasing overnight visitation to Virginia across all nine GO Virginia regions. In total, the awards will support 143 marketing programs and impact 858 tourism partners statewide.
“Tourism is a powerful engine for economic development in Southern Virginia,” said Michael Armbrister, Executive Director of the WPPDC. “Since the inception of our tourism program in 2022, we’ve witnessed the positive ripple effects that tourism investments have on job creation, small businesses, and overall community vitality. This grant from the Virginia Tourism Corporation will help us to strengthen collaborations with regional partners, amplify the Life in SOVA initiative, attract more visitors, and help drive sustainable economic growth throughout our footprint.”
“Effective tourism marketing is key to turning interest into visitation and visitation into economic impact,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “These programs give our partners the tools to tell more compelling stories about their destinations, connect with travelers in meaningful ways, and inspire deeper exploration across Virginia.”
VTC’s tourism marketing and sponsorship programs are designed to maximize limited marketing dollars through public-private partnerships, stimulate new tourism promotion initiatives, and extend the iconic Virginia is for Lovers brand to drive visitation and increase visitor spending. Using the hub-and-spoke tourism partnership model, Virginia entities partner to apply for funding. Partners may include cities, towns, counties, convention and visitors bureaus, chambers of commerce, local or regional destination marketing organizations, museums, attractions, cultural events, and other tourism-related non-profits and private businesses.
These grant programs assist tourism-oriented applicants by matching their marketing commitment with additional funding to reach new markets and engage both new and repeat visitors:
- The Marketing Leverage Program is a reimbursable grant program that helps Virginia travel industry partners—including small businesses, DMOs, attractions, accommodations, and events—expand their marketing efforts.
- The Virginia DMO Marketing Program provides funding to destination marketing organizations for initiatives that demonstrate measurable economic impact and are designed to drive visitation to Virginia.
A full list of funding recipients for both grant programs can be found here.
VTC will open a Microbusiness Marketing Leverage Program grant round in summer 2026, which is designed to assist small tourism-oriented businesses and organizations with fall and winter marketing initiatives. The Virginia Special Events and Festivals Program will open in late 2026 for events occurring between January 1 and December 31, 2027. The next round of the Marketing Leverage Program and the Virginia DMO Marketing Program will open in February 2027. Organizations and businesses interested in applying for these grant opportunities may visit vatc.org/grants for more information.
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.