Athens Events Marketing Grant

Visit Athens and The Classic Center offer a grant program to assist local event organizers in marketing events to attract new overnight visitors to Athens-Clarke County. A total of $15,000 is available for this grant program for FY26 (July 1, 2025 - June 30, 2026.) The maximum award available to qualified recipients is $2,500. 

Athens benefits from increased overnight stays in many ways, including an influx of substantial revenue to local businesses and increased sales tax collection. Athens residents share in an improved quality of life from a stronger, more diverse economy plus the variety of restaurants and retail operations, cultural and recreational attractions, and entertainment that are supported and sustained through increased visitor spending and investment of tax dollars.

Which events qualify for this event marketing grant?

• Events that are produced by a local non-profit organization and take place within Athens-Clarke County.
• Events need to have taken place for at least two years and show the potential to generate overnight hotel stays.
• Events must be accessible to the general public. The event may be free or ticketed but cannot be invitation-only.
• Preference will be given to events that are longer than 5 hours in duration.
• Event must occur between July 1, 2025, and June 30, 2026.

How are grant winners selected?

A grant selection panel will review all qualified applications. The panel will consist of Visit Athens and The Classic Center leadership.

What is expected of event organizers who are awarded these marketing funds?

In order to receive reimbursement for marketing expenses, event organizers will:

• Carry out a marketing plan targeted to individuals 50+ miles outside of Athens-Clarke County.
   
• Allow Visit Athens to review and give advance approval on marketing activities funded through the grant, including advertisements, flyers, posters, programs, websites, and digital marketing.
   
• Recognize Visit Athens as an event sponsor at the level equivalent to the amount of funds awarded. For example, if the award is $2,500 and that amount is equivalent to a gold level sponsor, you would list Visit Athens as a gold level sponsor. Please include the Visit Athens logo and links to VisitAthensGA.com where appropriate.

Timeline:

NEW for FY26! The FY26 (July 1, 2025 - June 30, 2026) event marketing grant program will be administered using a rolling application process. Applications will be reviewed and scored in the order they are received. Once all the available funds have been awarded, no further awards will be made until the next FY period (starting July 1, 2026.)

• All application materials must be received at least 90 days prior to the date of the event, to allow for the grant review process and planning and execution of an effective marketing plan to take place.
   
• Applications submitted less than 90 days prior to the event date will not be scored. 

TELL ME MORE:

What are Some Examples of Eligible Marketing?

• Paid social media or other digital advertising
• Flyers, billboards, other out-of-home placements
• Connected tv, podcast, music streaming ads

OF UTMOST IMPORTANCE: Marketing activities paid for through for this grant must be targeted to an audience 50+ miles outside Athens.

What are Some Examples of Ineligible Expenditures?

• Annual operating expenses or staff salaries.
• Fees paid to third party vendors, consultants, or professional services.
• Expenses incurred or obligated prior to or after the funding period. Invoices paid outside of contract period.
• Travel, accommodations, or personal expenses for staff or board members.
• Mileage or gas expenses due to distribution of materials.
• Value of in-kind promotional costs, such as providing tickets to media outlets for contests or PR campaigns.
• Advertising or promotional pieces placed within Athens-Clarke County.

The “Fine Print:"

• Marketing grant funds are capped at $2,500 per applicant. A total of $15,000 is available through this program and may be distributed among several applicants.
• All grant funds are available on a reimbursement basis only.
• All reporting requirements must be satisfied in order to receive reimbursement.
• Copies of paid invoices, cancelled sheets, printed samples, or other backup information which shows proof of payment must accompany all requests for funds.
• All requests for reimbursement must be received in a timely fashion.
• Because the source of Visit Athens’ funding is, in large part, public, all applications are subject to public record requirements. Submitted applications will be disclosed upon request.
• Visit Athens and its parent organization, The Classic Center,  are not eligible to apply for funding through this grant program.

Application Form:

Application Scoring:

If you have questions about the application process, contact Hannah Smith, Director of Marketing & Communications.