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Hanover’s Perspective

Hanover County & Town of Ashland Tourism Initiatives Awarded VTC Grants

Green Top Sporting Goods, Center of the Universe Brewing Company, and the Town of Ashland were recently named as grant recipients by the Virginia Tourism Corporation (VTC).

More than $3.2 million in matching grant and sponsorship funds will be awarded to 236 tourism programs as part of the Virginia Tourism Corporation’s Regional Marketing, Marketing Leverage, and VA250 Marketing Leverage programs.

“VTC’s marketing and sponsorship programs are powerful incentives creating tourism partnerships across Virginia that are a robust part of Virginia’s economic ecosystem,” said Governor Glenn Youngkin. “From first-time applicants like Foxfield Races and Paradise Springs Winery to large music festivals in Hampton Roads and Southwest Virginia driving inbound overnight visitation, these programs show that tourism and tourism partnerships help Virginia’s vibrant communities grow and thrive.”

These funding programs are designed to leverage local marketing dollars with matching state funds to increase visitation and traveler spending through 2024. This funding cycle, local partners will commit more than $15.5 million to match the VTC funding, providing more than $18.5 million in new marketing and event production activity focused on increasing overnight visitation to Virginia. The funding will be awarded to 236 marketing programs, ultimately impacting 1,161 combined partners.

Green Top Sporting Goods, hosting its 6th Outdoor Expo this year, has been awarded $35,000 in combined grant and sponsorship funds to help promote the 2023 Green Top Outdoor Expo occurring on October 7 & 8, 2023.  This free family-friendly event is the largest outdoor retailer show in Virginia featuring more than 225 sporting-life vendors, product demos, and exhibits, industry expert meet & greets, great food, live music, Kid Zones and much more. For more information about the 2023 Expo and to view highlights from the 2022 event, visit: Green Top Outdoor Expo.

Other grant recipients in Hanover County and the Town of Ashland include:

  • Center of the Universe Brewing Company: $15,000 – Ashland is for Festival Lovers; $8,700 – Summer Moon Music Festival campaigns.
  • Town of Ashland: $20,000 – Berkleytown Heritage Park

To read the governor’s press release, visit the Governor of Virginia Newsroom.

For more information about Virginia Tourism Corporation, visit