ROANOKE, Va. (WFXR) – On December 26, Governor Glenn Youngkin announced $812,139 in matching grant funds for 81 special events and festivals across Southwest and Central Virginia by the Virginia Tourism Corporation’s (VTC) Special Events and Festivals Sponsorship Program.
In a release, Youngkin said local partners will contribute more than $4.8 million in private-public sector funds to increase overnight visitation, improve the visitor experience, and increase traveler spending at Virginia special events and festivals, as well as expanding the Virginia is for Lovers brand.
“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.”
Events receiving funds in Southwest and Central Virginia include:
- Blue Ridge Marathon – Awarded: $2,500.00 Matched: $21,500.00
- Tom Tom Festival: EVOLVE – Awarded: $20,000.00 Matched: $100,000.00
- Rooster Walk Music & Arts Festival – Awarded: $10,000.00 Matched: $41,880.00
- Xavier Tramaine Creative Consulting, LLC Not Your Average Weekend – Awarded: $2,500.00 Matched: $10,841.30
- The Heifetz Institute 2025 Festival of Concerts – Awarded: $5,000.00 Matched: $38,440.00
- 40th Annual Pearisburg Festival in the Park – Awarded: $5,000.00 Matched: $9,990.40
- IX Arts Foundation Fae Festival – Awarded: $5,000.00 Matched: $4,400.00
- Salem Fair and Exposition – Awarded: $20,000.00 Matched: $49,750.00
- Wintergreen Music Festival – Awarded: $5,000.00 Matched: $31,100.00
- Virginia Amateur Sports, INC 2025 Virginia Commonwealth Games – Awarded: $20,000.00 Matched: $153,700.00
- FloydFest Floyd – Awarded: $20,000.00 Matched: $157,083.40
- Tamworth County Music Festival – Awarded: $5,000.00 Matched: $212,000.00
- Floyd Living Traditions Festival – Awarded: $2,731.00 Matched: $14,779.00
- Virginia Is For Racing Lovers Grand Prix IMSA MIchelin Pilot Challenge – Awarded: Matched: $10,000.00 $106,000.00
- Sunflower Festival – Awarded: $20,000.00 Matched: $25,853.00
- Fifth Annual Pawpaw Festival – Awarded: $5,000.00 Matched: $9,098.10
- 4th Annual Ag & Art Adventure – Awarded: $5,000.00 Matched: $12,498.50
- 2025 15th Annual Virginia Chili Blues & Brews Festival – Awarded: $10,000.00 Matched: $30,700.00
- 23rd Annual Nothin’ Fancy Bluegrass Festival – Awarded: $2,500.00 Matched: $8,577.22
- Queen City Mischief & Magic – Awarded: $20,000.00 Matched: $51,906.20
- Amherst County Fair – Awarded: $10,000.00 Matched: $8,994.00
- Pumpkin Festival 2025 Montgomery Awarded: $20,000.00 Matched: $15,020.00
- Anthem GO Outside Festival – Awarded: $14,500.00 Matched: $23,730.00
- Flying Fox’s Christmas Vacation – Awarded: $2,500.00 Matched: $2,500.00
Additional funds and sponsorship opportunities will be available throughout 2025. Organizations and businesses interested in applying can visit vatc.org/grants for more information.
“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.”
A full list of funding recipients for this grant round can be found here.