2026 Fall Marketing Assistance Grant
The Highland Tourism Council announces the opening of the 2026 Fall Marketing Assistance Grant to provide funding for local organizations and businesses with an emphasis on attracting visitors to Highland County and improving visitors’ experiences.
DEADLINE: October 31, 2026
Physical copies are available at the Highland County Chamber of Commerce office between 9 am and 4:30 pm Monday through Friday, located at 224 W. Main Street in Monterey. Physical copies may be returned to the office of The Highland County Chamber of Commerce by the end of the day on October 31, 2026. If The Chamber Office is not open, please leave your application at the door and contact the Chamber at 540-468-2550 to notify them that you have done so. Applications may also be emailed to tourism@highlandcounty.org. Please also reach out with any questions.
Applications will be reviewed by the Highland Tourism Council in November of 2026.
We look forward to seeing your applications!
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.
Highland County Lodging Meeting – October 26, 2026
The Highland Tourism Council will host its Fall Lodging Meeting on Monday, October 26th from 5 – 6:30 pm at Big Fish Cider, Co. in Monterey.
(You don’t have to be there right at 5 pm to participate, as the first 15 – 30 minutes are time for networking and light refreshments.)
Current and prospective lodging owners will learn about the benefits of dark sky designation to attract more visitors. Highland County is primed to take advantage of this growing trend, and we want you to be involved! A survey will be provided by Michael Bedwell to help self-assess your location in terms of a dark sky rating. Plus, you’ll receive the latest updates from the Highland Tourism Council’s marketing and data collection efforts, as well as have the chance to network with fellow business owners. Retailers and restaurant owners are also encouraged to attend to build relationships for the betterment of the tourism industry in our community.
The meeting is open to the public. Light refreshments will be provided, and drinks will be available for purchase. RSVP is not required, but please feel free to let us know if you are attending by emailing tourism@highlandcounty.org.
Learn more by calling 540-468-2550.
We hope to see you for this informative event on Monday, October 26th at Big Fish Cider, Co. at 59 Spruce Street in Monterey!
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 Highland County 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 $700 for this program during the current fiscal year, which ends on June 30, 2027, in hopes of reaching seven 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 4:30 pm Monday through Friday, located at 224 W. Main Street in Monterey. You may also email your completed application to tourism@highlandcounty.org. Applications will be received and reviewed until $700 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 2025 - 2026 Council members include:
Jeff Perdue – Chair, Tourism Council Member (July 1, 2023- June 30, 2027): jefferyperdue@yahoo.com
Currently Vacant as of May 11, 2026 – Vice Chair, EDA Member Representative (July 1, 2024-June 30, 2028)
Anna Marschner - Tourism Council Member: (July 1, 2025 – June 30, 2029): marschner.ak@gmail.com
Sarah McCarty - Secretary: (July 1, 2025 – June 30, 2029): sarahmccarty1847@gmail.com
Dan Kauffman – Chamber of Commerce Representative Member (July 1, 2024 – June 30, 2028): dkauffman2002@yahoo.com
The Highland Tourism Council meets in-person at Highland Modular Conference Room at 89 Highland Center Drive in Monterey typically at 6 pm 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, September 28, 2026 at 6 pm - Meeting in-person at the Highland Modular Conference Room (89 Highland Center Drive, Monterey)