№ files_lp_3_process_9_12503
Frequently asked questions document outlining eligibility criteria, funding structure, matching requirements, application rules, and performance timelines for the Virginia Tourism Corporation’s competitive Marketing Leverage Program grant.
Program Name: Marketing Leverage Program (MLP)
Administering Organization: Virginia Tourism Corporation (VTC)
Program Type: Competitive Reimbursable Grant Program
Funding Cap: Approximately $1,000,000
Estimated Number of Awards: Approximately 60
Eligibility: Virginia-based tourism-oriented businesses, tourism events, nonprofit organizations, DMOs, Chambers of Commerce, PDCs, Main Streets, Downtown Merchants, IDAs, EDAs
Ineligible Applicants: Out-of-state businesses, musicians and performers as sole proprietors, multiple applications under same FEIN or SS#
Geographic Scope: Virginia, United States
Matching Requirement: 1:1 or 2:1 cash match depending on tier
Eligible Expenses: Marketing expenses as defined in program Terms and Conditions
Ineligible Expenses: Production expenses; in-kind, earned, or owned media as match
Funding Structure: Reimbursement upon submission of proof of payment and compliance
Application Limit: One application per FEIN or SS# per grant round
Look-Back Period: Eligible marketing costs incurred since December 1, 2025
Performance Period Deadline: No later than October 31, 2027
Related Programs: DMO Marketing Program; Microbusiness Marketing Leverage Program (MMLP); Special Events & Festivals Sponsorship Program
Contact Person: Staci Martin
Price: 8 / 10 USD
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