Tourism Marketing Grant Criteria
Tourism is defined as “the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.”
Purpose & Priorities:
Visit Henry County, GA, hereafter referred to as the CVB and/or Visit Henry, has established funds to assist its tourism partners in marketing tourism attractions or events exhibiting positive tourism potential for the Henry County area. Partners can apply for one of the available prix fixed grant packages for specific tourism marketing initiatives. Decisions on funding are made by a team of grant reviewers independent of the Visit Henry County, GA staff. Funding decisions are approved by the Visit Henry County, GA Board of Directors. The goal of these funds is to attract NEW visitors to Henry County and therefore stimulate an increase in hotel/motel occupancy, expenditures by visitors to Henry County, and to promote a positive image and increased visibility of the county’s attractions.
These funds are intended to support the tourism related businesses and/or organizations including:
- Hotels/Lodging Properties
- Restaurants/Dining
- Attractions
- Retail
- Event Facilities
- Special Events (on a case-by-case basis)
Eligible tourism businesses must be a permanent businesses with a permanent physical location that provides an ongoing opportunity for visitor interactions and experiences. Qualifying expenses include marketing strategies that increase overall awareness, access and education about a business that enhance its ability to attract more/new visitors.
Before applying for the Tourism Marketing Grant, applicants should consider the following:
- Attendance at the mandatory pre-application meeting held March 12, 2025 during Visit Henry’s Annual Meeting & Grant Expo
- Whether the business is located in Henry County within the city limits of Hampton, Locust Grove, Stockbridge or unincorporated Henry County or owned by one of the above entities.
- Whether the business/organization fits into one of the tourism categories listed above
- Whether the business/organization is an active partner with Visit Henry
- Program/event’s ability to project a positive image of Henry County through media activities and advertising efforts
Applicants who cannot meet these criteria may not be eligible for the grant. For eligibility questions, contact Laura Luker at LLuker@visithenrycountygeorgia.com.
Guidelines and Requirements for all Applicants:
- Employer Identification Number (EIN)
- Business license, and any applicable city, state and/or Federal licenses/permits
- Active partnership with Visit Henry County (long-standing partnership and/or partner intake form on file)
- The primary goal for the grant project must be visitor facing tourism marketing. While residents may benefit from the funded marketing program, they cannot be the primary audience.
- All advertising must be targeted outside of Henry County (the exception is billboard signage along major interstates).
- Only vendors included in the grant package may be utilized for grant programs.
- Funds will not be issued directly to grantees. Original invoices must be submitted to the CVB for direct payment to the approved vendors.
- A marketing plan must be submitted or the attached marketing plan grid must be completed for the project/event for the release of funds to be considered. Attachment A: Marketing Plan Grid
- No marketing may promote a specific candidate, elected or appointed official, political party, or platform either directly or indirectly.
- No marketing efforts may promote any facilities located outside of Henry County.
- Whether the content of marketing collateral meets the standard of tourism marketing, will be at the discretion of Visit Henry.
- Funding will not be made available for any administrative, clerical, or event production needs or as a supplement to normal operating costs, capital, or infrastructure expenditures.
- Execution of the project will be the sole responsibility of the tourism business requesting funding. This includes the creation of advertisements, research and contracting of vendors and implementation. Grantees who fail to respond to Visit Henry or vendor emails and/or phone calls within three (3) days, will be removed from the program.
- All grant applications are due no later than May 1, 2025.
- Applicants will be notified by May 16, 2025 if the application has been approved. Approval will be provided in writing through the named point of contact. All applications will be judged using the Tourism Grant Rubric linked here and below as Attachment B.
- Extra consideration will be given to grant applicants who have a strong method of data collection.
- Applicants who receive grant funds should be prepared to submit a Grant Usage Report regarding the return on investment (ROI) of the grant funds using the metrics presented in the grant application and the attached rubric within 60 days of the project completion.
Funding Eligibility Levels (by years in business)
- Businesses open to the public for at least 6 months are eligible for up to $500 in grant funding*
- Businesses open to the public for at least 1 year are eligible for up to $2,500 in grant funding*
- Businesses open to the public for at least 3 years are eligible for up to $7,200 in grant funding
* Businesses in operation for one year or less are required to schedule and meet with a CVB recommended small business consultant prior to grant funds being released. Confirmation of the meeting must be provided by the consultant.
Matching Grant Portion
This is a matching grant, meaning that some portion of the funds must be provided by or matched by the grantee. For Visit Henry’s Tourism Marketing Grants, applicants must be able and willing to provide at least a 20% match in one of three ways.
- Investing 20% of the total cost of their awarded grant package
(e.g. The total investment for a package is $6,000, the grantee contributes $1,200 of total costs) - Extending the length of the grant contracted service in the amount that is equal to or greater than 20% of the package
(e.g. A grant for 6 months of service valued at $6,000 plus an additional month of service that is equal to or greater than the $1,200/mo cost) - Engaging services or making supplemental ad buys outside the grant necessary for its success that are valued at the 20% grant package total (e.g. Grant covers $6,000 package, and grantee independently purchase $1,200 in commercial photography and provides a receipt)
Eligible Marketing Program Tactics:
- Applicants can apply for ONE of the prix fixed grant packages each year.
- Grant Packages can be viewed here.
Examples of ineligible tactics include, but are not limited to:
- Any event expenses not approved for funding in the application
- Capital projects or infrastructure costs for a business or an event
- Advertising or promotional pieces (production or distribution costs) placed within Henry County excluding advertisements placed on major interstates.
- Website development or enhancement to governmental or non-visitors facing websites
- Salaries and other monetary compensation to event staff or on-air talent
- Mileage or gas expenses due to distribution of materials
Procedures and Deadlines:
All questions will be directed towards the designated Project Manager. Tourism businesses should complete the online application linked below and it must be received by May 1, 2025. Applications approved for funding will be notified in writing by May 16, 2025.
All activities for grant funds must be completed and invoiced no later than December 15. Anything invoiced after this time will be the responsibility of the tourism partner/grantee.
DOCUMENTS & FORMS
Attachment A: Marketing Plan Grid
Attachment B: Tourism Grant Rubric
