2025 Event Marketing Assistance Grant Funding Guidelines
Overview
The Amarillo Convention and Visitors Bureau (ACVB) Events Marketing Assistance Grant is a targeted initiative designed to support organizations in the Amarillo area that play a pivotal role in attracting tourists and fostering overnight stays through exciting new events. This grant program aims to empower local event organizers by providing financial assistance for marketing initiatives that boost the promotion and visibility of fresh, engaging events in the community. By facilitating the growth of these events, the grant enhances Amarillo's appeal as a vibrant destination, ultimately benefiting both local organizations and the broader tourism industry.
Application Period
Start Date: October 1, 2024
End Date: September 30, 2025
Notification: Within six weeks after application submission
Eligibility:
The applicant must demonstrate that the event or project will be open to the public and directly enhance and promote Amarillo as a destination for the traveler. Funding applied for through this program must support marketing efforts for the event that has a focus on an audience outside of a 50-mile radius of the city of Amarillo. Applicants must be a non-profit organization. While there are multiple allowable uses of Hotel Occupancy Tax, applications for this program should speak specifically to:
Paying for advertising solicitations and promotions that attract tourists and convention delegates to the city or its vicinity.
Expenditures to promote the Arts (such expenditure must be likely to directly promote tourism and the hotel and convention industry).
Application Requirements:
Applicants must provide the following documents for their application to be considered:
Utilization Statement(for prior grant awardees): The statement should be for the most recent event funded by the ACVB.
Proposed Event Budget (please highlight marketing efforts 50 miles outside of Amarillo)
Attendee estimation and calculation method
Marketing Plan: Provide a detailed marketing plan that explains how the funding will help attract overnight stays in Amarillo. Requests utilizing ACVB marketing assistance will have prioritized processing.
Application Form: Must be submitted within 6 months of the event’s date via email or website form.
Grant Agreement Form (If application is accepted)
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Funding Requirements
To receive funding, applicants must:
Recognition: The Amarillo Convention and Visitors Bureau shall be recognized as an event sponsor and receive benefits at the sponsorship level consistent with the grant amount awarded. This includes:
ACVB Logo: Display the ACVB logo on all programs, websites, and promotional materials, including social media.
Complimentary Ad: Include a full-page complimentary ad for ACVB in your program (if applicable).
Website Link: The ACVB website (www.VisitAmarillo.com) must be listed on event websites or other materials provided to registrants, vendors, and attendees.
Event Calendar: List your events on the ACVB Website Calendar.
Event Photos: Grant ACVB free access to all event photos.
Funding Disclosure: Disclose any additional sources (from an organization or municipality) of Hotel Occupancy Tax (HOT) funding and the amounts received or expected.
Event Timing: Ensure the event takes place within the ACVB fiscal year (October 1 - September 30).
Completeness: The application must be completed in its entirety in order to be considered for funding. If any portion is not applicable to your request, you submit an explanation in writing, or your application will not be considered.
Enhance and Promote Tourism: Expenditures must directly enhance and promote tourism and the hotel industry in the city of Amarillo and pass the two part test found under “Additional Guidelines”.
Marketing Expenses: All funds should be used for advertising and promotion targeting overnight guests. Only advertising that is outside of a 50-mile radius of Amarillo city limits will be considered.
Promotional Items: Funds through this grant do not cover promotional items (i.e. shirts, hats, koozies, etc.).
To be considered for this grant, the event must not also qualify for the ACVB Arts Marketing Assistance Grant.
Post-Event Documentation
Within one month after the event, all applicants that are awarded funding must submit a Post Event Reporting including:
Financial Statement: A detailed income and expense statement with supporting documentation.
Failure to submit the required post event documentation will result in a request for return of funds and may result in:
Suspension of Future Grant Payments/Partnerships
Disqualification from Future Grants
Legal Action
Additional Guidelines
Room Night Requirement: Demonstrate a minimum of 50 room nights per night for funding requests over $1,000. For new events, include a plan to measure room nights.
Local Promotion: Applications with marketing plans limited to local promotion will not be considered.
Funding Restrictions: Personnel costs and general operating expenses are not eligible for funding.
Event Presence: ACVB may request a presence at the event (e.g., table, banner, access for content creators).
Special Considerations
Signature Events: Certain key events may be exempt from standard guidelines.
Evaluation Factors: Additional factors that should be considered when submitting a funding request:
The primary factor involved with funding from the HOT funds is the return on investment through the use of taxable lodging rooms in Amarillo. We also monitor:
Composition of participants (Who are they and what is their influence?)
Compatibility of the event with the image of Amarillo
Media exposure
Measurability
Opportunity for growth
Additionally, applications will be evaluated on the following:
Program Quality
Expected Attendance and Overnight Stays
Promotion of Tourism
Event or Project History
Additional Support
Not every event may qualify or be approved for Event Marketing Assistance in the amount requested. However, there are five types of support that the ACVB can offer:
Direct funding
Event underwriting
Marketing support (reimbursed to vendors)
Partnership (revenue share)
In-kind support (e.g., publicity, materials)
Award of Grant
This grant is on a first-come, first-serve basis. Applications will be processed in the order in which they are received. The total funds available at any given time may restrict our ability to fully grant the requested amount.
The maximum award amount is $5,000 per event.
Final Overview
The Amarillo Convention and Visitors Bureau, as part of their responsibilities, accepts marketing funding requests from area organizations. Funding support is then recommended by the Amarillo CVB Board for approval.
All standards listed in the funding guidelines apply to event marketing requests. The key is that all funding awarded by the Amarillo CVB MUST be for marketing, not general operations.
If there is ever any appeal requested concerning funding, these appeals will go directly to the ACVB Board for consideration.
