City of Staunton

May 15, 2026 – The City of Staunton is set to showcase the passion and craftsmanship of its local artisan community through a new digital documentary series titled For the Love of. The project is made possible by a $15,000 grant recently awarded to Visit Staunton by the Virginia Tourism Corporation’s (VTC) Destination Marketing Organization (DMO) Grant Program.

The mini-documentary series will go behind the scenes with the creatives whose hands-on work shapes Staunton’s unique identity. By spotlighting local makers and entrepreneurs, For the Love of aims to position Staunton as a premier destination for travelers seeking authentic culture and creative experiences. To bring this vision to life, the city will soon issue a Request for Proposals (RFP) to select a production partner.

“Tourism is one of Staunton’s strongest economic drivers, supporting local businesses, creating jobs, and helping preserve the unique character that makes our city so special,” said Director of Tourism Samantha Johnson. “We’re grateful to the Virginia Tourism Corporation for investing in this project and helping us tell the story of Staunton through the talented people who create here. For the Love Of will not only elevate our destination’s brand recognition, but also celebrate the artists, makers, and entrepreneurs whose passion shapes the authentic experiences visitors remember.”

Visit Staunton partnered with local businesses to provide matching funds for the project. Shared across Visit Staunton’s digital platforms, the series will build long-term brand awareness through authentic storytelling rooted in place and people.

A Statewide Investment in Tourism
The award is part of a larger $2.2 million investment by VTC, distributed among 143 tourism programs across the Commonwealth during National Travel & Tourism Week. These grants require local partners to commit matching funds. This cycle will generate more than $6.5 million in new marketing and event production initiatives focused on increasing overnight visitation to Virginia across all nine GO Virginia regions statewide this year.

“Effective tourism marketing is key to turning interest into visitation and visitation into economic impact,” said President and CEO of Virginia Tourism Corporation Rita McClenny. “These programs give our partners the tools to tell more compelling stories about their destinations, connect with travelers in meaningful ways, and inspire deeper exploration across Virginia.”

VTC’s tourism marketing and sponsorship programs are designed to maximize limited marketing dollars through public-private partnerships, stimulate new tourism promotion initiatives, and extend the iconic Virginia is for Lovers brand to drive visitation and increase visitor spending. Using the hub-and-spoke tourism partnership model, Virginia entities partner to apply for funding. Partners may include cities, towns, counties, convention and visitors bureaus, chambers of commerce, local or regional destination marketing organizations, museums, attractions, cultural events, and other tourism-related non-profits and businesses. 

These grant programs assist tourism-oriented applicants by matching their marketing commitment with additional funding to reach new markets and engage both new and repeat visitors:

• The Marketing Leverage Program is a reimbursable grant program that helps Virginia travel industry partners—including small businesses, DMOs, attractions, accommodations, and events—expand their marketing efforts.
• The Virginia DMO Marketing Program provides funding to destination marketing organizations for initiatives that demonstrate measurable economic impact and are designed to drive visitation to Virginia.

A full list of funding recipients for both grant programs can be found here.

VTC will open a Microbusiness Marketing Leverage Program grant round in summer 2026, which is designed to assist small tourism-oriented businesses and organizations with fall and winter marketing initiatives. The Virginia Special Events and Festivals Program will open in late 2026 for events occurring between January 1 and December 31, 2027. The next round of the Marketing Leverage Program and the Virginia DMO Marketing Program will open in February 2027. Organizations and businesses interested in applying for these grant opportunities may visit vatc.org/grants for more information.

About Visit Staunton
Staunton is positioned beautifully between the Appalachian and Blue Ridge mountains, offering a friendly combination of small-town America and a vibrant cultural scene. It’s the place you go to stroll red brick sidewalks, admire stunning architecture and shop locally-owned downtown boutiques. It’s also the place you go to experience world-class music festivals and intimate theatre performances. Visitors and locals can unwind side by side at trendy breweries, dig into fresh culinary creations, take in a dose of nature in the nearby Shenandoah National Park, or relax with a view aboard the Virginia Scenic Railway. In Staunton, you can find magic in every moment. Learn more at visitstaunton.com.

About Virginia Tourism Corporation (VTC)
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, work, and vacation. Learn more at virginia.org.