Governor Glenn Youngkin announced that Virginia Tourism Corporation awarded more than $300,000 for 64 local and regional tourism marketing programs across the state to help increase off-season visitation to tourism businesses and destinations.
The Lincoln Theatre, Marion, Virginia, received a $5,000 grant for its Rediscover The Lincoln project. The Lincoln Theatre partnered with regional media outlets to supply matching funds. Located in the heart of Marion’s vibrant downtown district, The Lincoln Theatre is a restored venue offering year-round entertainment includinglive music, comedy events, diversity awareness programsand much more. Originally constructed in 1929 asa movie palace, The Lincoln Theatre has long been a community hub. When so many venues slow down their programming schedule during the winter months, The Lincoln Theatre is focusing on offering a full schedule of events the entire year. For more information about The Lincoln Theatre, visitwww.thelincoln.orgor call (276)783-6092.
“The Lincoln Theatre is an absolute gem, and one of the biggest tourism draws in Smyth County. The theater has emerged from the pandemic stronger than ever, with a really exciting mix of programming. This grant from Virginia Tourism Corporation will boost marketing efforts, introducing new audiences to The Lincoln, and pumping new money into the local economy,” saidAmanda Livingston, Director of Tourism for Smyth County Tourism Association.
“The Microbusiness Marketing Leverage Program is part of VTC’s strategy to grow year-round visitation in Virginia and is designed to support small tourism businesses with marketing dollars to drive out-of-state visitation during off-peak travel seasons. We are excited about this program because we see it as a gateway for small businesses to engage with VTC’s marketing and development ecosystem to grow their business andbuild on the Virginia is for Lovers branding,” said Rita McClenny, president and CEO of Virginia Tourism Corporation.
The VTC Microbusiness Marketing Leverage Program is designed to increase visitor spending in the off-season by leveraging limited marketing dollars, stimulating new tourism marketing through partnershipsand extending the “Virginia is for Lovers” brand. This is a new program that focused on supporting tourism businesses with less than 20 full-time employees through marketing partnerships. A minimum of three Virginia entities must partner to apply for the microbusiness marketing grant. Partners may consist of Virginia cities, towns, counties, convention and visitors’ bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, cultural eventsand other tourism-related businesses.
