Outgoing Gov. Glenn Youngkin recently announced that $885,733 in matching grant funds will be awarded to 88 special events and festivals as part of the Virginia Tourism Corporation (VTC)’s Special Events & Festivals Sponsorship Program (SEF) to drive overnight visitation and traveler spending across the Commonwealth in 2026.
Locally, Rooster Walk Inc., in Martinsville, will receive $10,000 for Rooster Walk 16 Music & Arts Festival.
In Patrick County, $5,000 each is earmarked for Dominion Valley Events – Memorial Weekend Gospel Music; Stuart Rotary Club (SRC) Productions – the Beach Music Festival; and One Family Productions for Front Porch Fest.
“Special events and festivals play a vital role in Virginia’s long-term growth by strengthening our visitor economy, celebrating our communities, and bringing people together across the Commonwealth,” said Youngkin. “By pairing state resources with private investment, we are helping signature events expand, drive overnight visitation, support jobs, and showcase everything that makes Virginia a premier destination—from our vibrant arts and music scene to our agritourism, history, and outdoor experiences.”
This funding program leverages local marketing and event production dollars with matching state funds to increase overnight visitation, enhance the visitor experience, and grow traveler spending at special events and festivals statewide. In this funding cycle, local partners will commit more than $4.8 million in public-private funds to match VTC funding, generating more than $5.68 million in new marketing and event production activity focused on increasing overnight visitation to Virginia in 2026. In total, the awards will support 88 special events and festivals and impact 526 tourism-related partners statewide.
Additional VTC grant and sponsorship rounds will open throughout the year. Organizations and businesses in applying may visit vatc.org/grants for more information. Visitors are encouraged to explore upcoming special events and begin planning their 2026 trips at virginia.org.
