Barter Theatre announces that it has received a grant from the Virginia Tourism Corporation’s Marketing Leverage Program for its new marketing strategies.
Virginia Tourism Corporation awarded more than $2 million in matching grant funds to 197 local tourism programs across the Commonwealth. These awards are funded through VTC’s Marketing Leverage Program, Destination Marketing Organization Grant Programand VA250 Tourism Marketing Program.
These grant programs are designed to pair state funds with local tourism marketing campaigns to increase visitation and traveler spending through 2026.Local partners commit more than $2.74 million to match the grant funding, generating more than $4.76 million in new marketing and event production focused on increasing overnight visitation across all nine GO Virginia regions. The tourism marketing will ultimately benefit 1,130 small businesses and nonprofits statewide.
“Barter Theatre has long been one of Abingdon’s most iconic and impactful tourism drivers, drawing visitors from across the region and beyond. We’re thrilled to see them receive this support from the Virginia Tourism Corporation. Investments like this strengthen our local economy, spotlight the power of the arts, and reinforce Abingdon’s reputation as a premier cultural destination in Southwest Virginia," saysChad Thompson, marketing and events manager.
“Tourism is a unifying force that strengthens communities, fuels small businesses, and supports jobs across the Commonwealth,” saidRita McClenny,President and CEO of Virginia Tourism Corporation.“These grant programs empower our local partners to share the stories, experiences, and destinations that make Virginia such a special place to visit. We are proud to support this important work and to extend the impact of theVirginia is for Loversbrand through these collaborative efforts.”
Administered by the Virginia Tourism Corporation, these tourism marketing programs are designed to increase visitor spending by leveraging limited marketing dollars to stimulate new tourism marketing through partnerships, and to extend theVirginia is for Loversbrand to drive visitation.Using the hub-and-spoke tourism model, Virginia entities create local partnerships to apply for funding.Partners include Virginia cities, towns, counties, convention and visitors’ bureaus, chambers of commerce, destination marketing organizations, museums, attractions, cultural eventsand other tourism non-profits and businesses.
Each grant program plays a distinct role in advancing tourism growth:
The Marketing Leverage Program is a reimbursable grant program to leverage existing marketing funds available to Virginia travel industry partners including small businesses, destination marketing organizations, private sector attractions, accommodations and events.
The Virginia DMO Grant Program is awarded to destination marketing organizations for marketing expenses that show positive and significant economic impact on tourism and must include marketing plans designed to drive visitation to Virginia.
The VA250 Tourism Marketing Program is a reimbursable grant program that leverages existing marketing dollars to carry out a targeted, research-based marketing plan promoting America’s 250th commemoration. Building on the America: Made in Virginia theme, the grant program is designed to drive visitation by highlighting Virginia’s rich cultural and historical legacy.
VTC will have additional Marketing Program grant and sponsorship rounds opening throughout 2025 and 2026. Organizations and businesses that are interested in applying for these grant opportunities may visitvatc.org/grantsfor more information.
A full list of grant recipients can be foundhere.
Founded in 1933, Barter Theatre exists on the principle that art is for everyone. As a fixture of Southwest Virginia's culture for generations, Barter—the only theater of its size and scope located in a rural area—has established a legacy of cultural enrichment, programming excellence, and community-focused storytelling.
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, workand vacation. Learn more atvirginia.org.
