Barter Theatre has received $10,000 from the Virginia Tourism Corporation’s (VTC) Recovery Marketing Leverage Program (RMLP), designed to help local and regional tourism entities attract more visitors by leveraging limited local marketing dollars through a local match of the state grants funds.
More than $1.9 million in matching grant funds were awarded to 161 local tourism initiatives through this program. This funding cycle, local partners will provide more than $5.6 million in-kind value to match the VTC grants. The grants will ultimately impact 483 statewide tourism entities.
Barter Theatre will use the VTC Recovery Marketing Leverage grant funds to facilitate digital marketing efforts and website optimization targeted at bringing new visitors to the Abingdon and tri-cities area.
“Abingdon is very grateful for the marketing support from Virginia Tourism Corporation. Barter Theatre is an important asset for Abingdon and we are thrilled that they were included in the VTC’s Recovery Marketing Leverage Program.” said Amada Livingston, Tourism and Marketing Manager for the town of Abingdon.
The COVID-19 pandemic has had a devastating impact on the tourism and hospitality industries in Virginia. As the Commonwealth slowly reopens for business, VTC offered these grant funds as a first step to re-entry into the marketplace to spur economic activity and future travel across the Commonwealth of Virginia.
“Tourism is a crucial section of the Virginia economy and when we invest in this industry, we support local job creation and drive regional economic growth, which is desperately needed now due to the pandemic,” said Governor Ralph Northam. “These funds give localities and businesses access to critical marketing resources that will help bring more travelers to our Commonwealth, increase visitor spending, and grow demand for Virginia products.”
Tourism is one of the Commonwealth’s largest economic engines, with visitors to Washington County spending more than 112.92 million in 2019, supporting 1.18 thousand work opportunities and contributing 7.81 million in local and state tax revenue. The tourism and hospitality industries have also been among the hardest-hit by the pandemic, experiencing decreased revenue and job loss, along with the temporary closure of many tourism-related businesses. A revived tourism economy can help spur new economic activity and inject critical funds back into Virginia communities.
About Barter Theatre
Barter Theatre, the nation’s longest running professional theatre, is located in Abingdon, Virginia. The theatre opened in 1933 during the Great Depression. Founder Robert Porterfield offered patrons admission to the theatre by bartering food and livestock. Barter Theatre was designated as the State Theatre of Virginia in 1946. It exists today as one of the last year-round professional resident repertory theaters remaining in the United States. Barter Theatre is funded in part by The Virginia Commission for the Arts and The National Endowment for the Arts.
About Virginia Tourism Corporation
Virginia Tourism Corporation is the state agency charged with marketing the Commonwealth as a premier travel and film destination. In 2019, visitors to Virginia spent $27 billion, which supported 237,000 work opportunities and contributed $1.8 billion in state and local taxes. To learn more, visit virginia.org