Marketing Assistance Grants Available for Highland Businesses


Hi this is Chris Swecker, Executive Director of the Highland Tourism Council.

The Highland Tourism Council has announced the opening of the 2023 Fall Marketing Assistance Grant to provide funding for local organizations and businesses with an emphasis on attracting visitors to Highland County and improving visitors’ experiences.

The Council has appropriated up to $4,000 with this fall 2023 grant.  Applications will be scored in five main areas that include title and marketing activity narrative, projected audience, impact on Highland, partners, and the applicant’s marketing plan, timeline, and budget amounts.  The grant will fund marketing expenses, including, but not limited to, printed materials, digital advertisements, production of video or photography, social media marketing initiatives, and signage.

Grant winners will be awarded for expenses in the form of reimbursements or payment directly to a vendor’s invoice.  If a recipient relocates outside of Highland County within two years of being initially awarded the grant, they will be required to repay 50% of all grant funds provided.  Grant award winners will not be eligible to apply for a new grant until 18 months after the financial close-out of their current grant.  Applicants that do not receive grant funds may apply again during the next grant cycle.

Funding for the Marketing Assistance Grant is secured through a Transient Occupancy Tax collected quarterly by short-term lodging facilities within Highland County.  The next Marketing Assistance Grant cycle will take place in the spring of 2024, again for up to $4,000.

For full details and to apply online for the fall grant, please visit  Physical copies are available at the Highland County Visitor Center or the Highland County Chamber of Commerce office between 9 am and 5 pm Monday through Friday, both located at The Highland Center at 61 Highland Center Drive in Monterey.  The deadline to apply for this grant is by the end of the day on October 31, 2023.  Applications will be reviewed in November.  If you have any questions about the grant, please feel free to call 540-468-2550.

The Highland Tourism Council encourages Highland County organizations and businesses to apply.  Past recipient projects have included marketing for Fair Lawn Farm’s 18th Century Trades Fair, Highland Roots Market, Big Fish Cider’s Wassail and the Highland Arts Academy.

We look forward to seeing another great round of applications.

For Allegheny Mountain Radio news, this is Chris Swecker.

Story By

Bonnie Ralston

Bonnie Ralston is the Assistant Station Coordinator at WVLS and a Highland County news reporter. She began volunteering at Allegheny Mountain Radio in the fall of 2005. In 2006 she became an AMR employee and worked in Bath County for eight years as the WCHG Station Coordinator and then as the news reporter there. She began working in radio while in college and has stayed connected to radio, in one way or another, for more than thirty years. She grew up in Staunton, Virginia, while spending a lot of time on her family’s farm in Deerfield, Virginia. She enjoys spending time outside, watching old TV shows and movies and tending to her chickens.

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