Tourism Event Grant

The City of Viroqua Tourism Event Grant is a local tourism funding opportunity administered through the City of Viroqua Tourism Commission, with grant funds allocated from City of Viroqua room tax dollars. The program is intended to support events and marketing activities that enhance the visitor experience and strengthen Viroqua's tourism economy. Its objectives include supporting impactful events, encouraging overnight stays and repeat visitation, increasing tourism during off-season months, and providing equitable support for new and growing events that positively promote the community. Priority is given to events that maximize economic impact, promote off-season tourism, and contribute to the long-term sustainability of tourism in Viroqua. Funding is competitive and subject to limited available resources. Grant funds are specifically intended for marketing and promotional activities directed outside a 50-mile radius of Viroqua. Eligible activities include digital and print advertising, social media promotions, event website development, and public relations efforts. Funds may not be used for operational expenses, staffing, administrative costs, capital improvements, or local advertising within a 50-mile radius of Viroqua. Event advertising should use the Viroqua City Logo wherever possible; the logo is provided when funds are distributed. Awards are tiered according to the number of times an organization has previously received the grant. Awards 1 through 3 may cover 50 percent of total qualified event expenses or $5,000, whichever is less. Awards 4 through 5 may cover 50 percent or $3,500, whichever is less, and awards 6 and beyond may cover 50 percent or $2,500, whichever is less. Eligible applicants must be nonprofit or volunteer-managed organizations with a valid tax ID number and/or nonprofit status. A nonprofit organization must serve as the primary organizer when an event includes for-profit vendors, performers, or partners, and the event's primary purpose must be community and tourism impact rather than promotion of a specific for-profit entity. Tourism grant funds may not primarily financially benefit a for-profit business. Most of the event must take place within Viroqua city limits, and the applicant must demonstrate organizational capacity to use funds responsibly and a long-term plan for making the event sustainable beyond Tourism Commission funding. The event must demonstrate an ability to attract overnight visitors to Viroqua, excluding camping, with consideration given to visitor quantity, length of stay, and hotel or vacation-rental stays within city limits. Applicants must have a valid organizational bank account and applicable City of Viroqua Special Event Permit and/or Temporary Class B License when required. Applicants must provide a detailed event budget supported by cost estimates, bids, or invoices. Applications must be complete, legible, and signed. The application page directs applicants to review the guidelines, download and complete the event grant application, and email the completed application to infodesk@viroquachamber.com. Late or incomplete applications are not accepted. The Tourism Commission evaluates applications through a standardized rating system based on completeness and clarity, ability to satisfy eligibility criteria, growth potential and long-term impact on overnight visits, uniqueness and attractiveness to visitors, completeness of the event budget and financial viability, use of local partners and vendors, applicant experience, and the amount of event funding available outside the grant request. The program provides two application windows. Window 1 runs from January 1 through February 28, followed by Tourism Commission review at the March Tourism Meeting, and supports eligible events occurring from April through December of the same year. Window 2 runs from July 1 through August 31, followed by review at the September Tourism Meeting, and supports eligible events occurring from October through March of the following year. The current application page identifies July 1 through August 31, 2026 as the next application window and requires completed applications by August 31, 2026. Grant decisions are communicated after Commission review by email to the address supplied by the applicant. Recipients must submit an event impact report within three months after event completion. The report must include estimated attendance and overnight stays, an estimated economic impact assessment, a final budget with proof of grant fund usage, lessons learned, and future event plans. Failure to submit the report may affect eligibility for future grants. If a funded event does not take place, the Viroqua Tourism Commission must be notified immediately at infodesk@viroquachamber.com, after which appropriate action will be determined. Applicants are encouraged to secure additional funding, develop partnerships with local businesses, highlight Viroqua's unique attributes, and consider multi-day event formats that increase overnight stays. Questions may be directed to the Viroqua Chamber at infodesk@viroquachamber.com or 608-637-2575.

Prioritize measurable overnight visitation and economic impact; target marketing outside a 50-mile radius; provide a complete and financially viable budget; demonstrate growth potential and long-term sustainability; secure additional funding; use local partners and vendors; highlight Viroqua's unique attributes; consider multi-day and off-season events