Marketing Assistance Grant
The Highland Tourism Council typically announces two Marketing Assistance Grants per year to provide funding for local organizations and businesses with an emphasis on attracting visitors to Highland County and improving visitors’ experiences. Grant parameters and guidelines are determined during the budget discussions before the start of the fiscal year on July 1.
Typically, applications will be accepted biannually. First applications of the year will be due April 30 to be reviewed by the Council in May. Second applications of the year will be due October 31 and be reviewed by the Council in November. Please return here for the applications and more information in the spring and fall. Thank you for your interest!
Need help with writing grants or preparing a business plan? Contact Jim Martin with SCORE for free and confidential business mentoring at jim.martin@scorevolunteer.org or visit westernvirginia.score.org.
Past award recipient Lori Botkin, Executive Director of the Highland Historical Society, with the
Tol'able David display at the Highland County Museum.
Festival and Trade Show Advertising Application
The Highland Tourism Council has initiated a program to share the costs of businesses and organizations who are attending a festival or trade show and are willing to help advertise promotional materials for Highland County, Virginia.
If a business or organization is willing to showcase brochures, flyers, banners, and an e-newsletter signup sheet provided by the Highland Tourism Council as part of their display at a festival or trade show, then the Council will pay $100. The festival or trade show must be located outside of Highland County but within a 250-mile radius. The Highland Tourism Council has dedicated $1,000 for this program during the current fiscal year, which ends on June 30, 2025, in hopes of reaching ten trade shows or festivals with available funding.
Would you like to help us advertise and reduce your festival/trade show costs? Please click here for the application with full details.
Physical copies are available at the Highland County Chamber of Commerce office between 9 am and 5 pm Monday through Friday, located at The Highland Center at 61 Highland Center Drive in Monterey. You may also email your completed application to tourism@highlandcounty.org. Applications will be received and reviewed until $1,000 in funding has been depleted within the current fiscal year.
Interested in Starting A Short-Term Rental in Highland County?
With feedback from local lodgers and officials, the Highland Tourism Council has developed a helpful document with considerations for starting a short-term rental.
Highland Tourism Council - About Us
The Highland Tourism Council was established by the Highland Economic Development Authority (EDA) following the completion of the Highland Strategic Plan and the establishment of the Transient Occupancy Tax. The Council shall provide support and guidance to the Executive Director of the Highland County Chamber of Commerce on the goals and objectives set out in the Tourism Strategic Plan. They will advise on all marketing initiatives and funds allocated through the Transient Occupancy Tax from Highland County and Town of Monterey lodging facilities.
The mission of the Council is to stimulate targeted tourism initiatives that will promote economic development and population growth in Highland County while protecting and enriching the quality of life for its residents.
The five-member Council is a subcommittee of the Highland EDA. It consists of a member of the EDA or their designee, a member of the Chamber Board, a representative of the lodging businesses, and two members at large to represent tourism interests of the County.
Chris Swecker, Executive Director of the Highland Chamber of Commerce, also serves as Executive Director of the Tourism Council. The duties of the office of Treasurer will be performed by the Treasurer of the Economic Development Authority (EDA), which is currently Betty Mitchell.
The 2024 - 2025 Council members include:
Jeff Perdue – Chair, Tourism Council Member: jefferyperdue@yahoo.com
Aaron Thaler – Vice Chair, EDA Member Representative: aaron@hazyhollowangus.com
Lori Botkin – Secretary: highlandhist@mgwnet.com
Chuck Neely - Tourism Council Member, Lodging Representative: chuck.neely@yahoo.com
Dan Kauffman – Chamber of Commerce Board Member: dkauffman2002@yahoo.com
The Highland Tourism Council meets in-person at The Highland Center's Event Room in Monterey (61 Highland Center Drive) at 7 pm typically during the second Monday of the month. Please contact Executive Director Chris Swecker at tourism@highlandcounty.org or call 540-468-2550 for the meeting information if it is not listed below. Any member of the public who is interested in finding out more about the Council is welcome and encouraged to attend these meetings.
Next Highland Tourism Council Meetings:
- Monday, June 9, 2025 at 7 pm - Meeting in-person at The Highland Center (61 Highland Center Drive, Monterey)
December 12, 2019 Online Marketing Workshop
The Highland County Tourism Council partnered with Virginia Community Capital to present a free workshop focused on helping small businesses learn about resources, opportunities, technology and more to promote their business in this century on December 12, 2019 at The Highland Center. Thank you to all who attended!
The event was live-streamed on Facebook. In case you missed it or want to watch it again, you can view the full presentation at: https://www.facebook.com/HighlandCounty/videos/448418596082389/
In addition, you can view and download a pdf file of the full PowerPoint presentation here: VCC Online Marketing Presentation B&W
More resources:
- https://www.vacommunitycapital.org/about/staff/sandy-ratliff/ – Contact Sandy Ratliff of Virginia Community Capital and learn more
- https://vastartup.org/ – Learn more about VA Startup with other workshops and videos for starting a business