RICHMOND — An Occasion for the Arts is among 81 special events and festivals awarded matching grant funds as part of the Virginia Tourism Corporation (VTC)’s Special Events & Festivals Sponsorship Program (SEF), Gov. Glenn Youngkin announced.
For more than 50 years, An Occasion for the Arts has celebrated the work of artists from around the country, along with music, performances and cultural events. More than 150 artists from over 20 states representing dozens of mediums showcased their work at the 2024 festival. The festival was awarded $18,000.
According to the governor’s office, the funding program is designed to leverage local marketing and event production dollars with matching state funds to increase overnight visitation, improve the visitor experience, and increase traveler spending at Virginia special events and festivals.
This funding cycle, the governor’s office said local partners will commit more than $4.8 million in private-public sector funds to match the VTC funding, providing more than $5.62 million in new marketing and event production activity focused on increasing overnight visitation to Virginia in 2025. The funding will be awarded to 81 special events and festivals, ultimately impacting 324 combined partners.
“Special events and festivals are vital to Virginia’s thriving visitor economy, supporting our musicians, artisans, hotels, and restaurants. This year’s grant recipients have demonstrated an exceptional commitment to growing their event footprint, increasing visitation, and enhancing the visitor experience in 2025,” said Youngkin. “By leveraging these funds, we aim to attract even more visitors, showcase the unique charm of our communities, and reinforce Virginia’s reputation as a premier destination for memorable events and festivals.”
The governor’s office explains that the VTC Special Events & Festivals Sponsorship Program leverages limited marketing and event production dollars through new tourism marketing and event expansion partnerships. It also extends the Virginia is for Lovers brand to drive special event and festival visitation. Each Go Virginia region is limited to 20% of available funds creating a matrix of sponsored special events and festivals statewide, it said.
Using a “hub and spoke” tourism model to create multi-day itineraries, four Virginia entities partner financially to apply for funding. With the special event or festival as the main lure, the program is designed to encourage visitors to extend their stay to increase the economic impact driven by the special event or festival.
“Virginia’s special event and festival industry is an incredible tourism driver, and these programs combined have a projected attendance of over 2 million visitors,” said Secretary of Commerce and Trade Caren Merrick. “These special events and festivals are scheduled throughout 2025 and will help support the hospitality workforce at all career levels by inducing tourism demand and increasing overnight visitation.”
VTC will have additional grant and sponsorship rounds opening throughout 2025. Organizations and businesses interested in applying can visit vatc.org/grants for more information.
A full list of funding recipients for this round can be found here.
Visit virginia.org to start travel planning for these special events and festivals in the New Year.
