Front Royal to Expand Tourism Reach with $10,000 State Marketing Grant

Front Royal’s growing reputation as a hub for outdoor adventure and small-town charm just received a boost: a $10,000 grant from the Virginia Tourism Corporation (VTC) to enhance the town’s digital marketing efforts under the state’s DMO Marketing Program.

The grant is part of a statewide $2 million initiative announced by Governor Glenn Youngkin that supports nearly 200 local tourism projects across Virginia. The goal is to attract more visitors—particularly overnight guests—by funding targeted marketing campaigns that highlight what each region offers.

For Front Royal, that means building on its scenic riverfront, proximity to Shenandoah National Park, and walkable historic downtown, all under a campaign theme called “Mess Makes Memories.”

“This grant gives us the ability to test new markets, lean heavier into proven markets, and even try different formats,” said Lizi Lewis, Community Development & Tourism Director for the Town of Front Royal. “We’ll be committing $10,000 of our existing advertising budget to match the state funds, and that combined investment will go toward paid promotion of new video assets we’re developing.”

According to Lewis, the project will expand beyond traditional platforms to include Instagram placements alongside the town’s usual Google search and Facebook carousel campaigns.

“We’re working on developing the assets—primarily video—for this campaign, and we’re excited to use this funding to expand our reach in ways we haven’t tested before,” she said.

The “Mess Makes Memories” theme highlights the town’s family-friendly appeal, encouraging visitors to embrace the unpredictable, muddy, adventurous moments that come with exploring the outdoors. Whether tubing on the Shenandoah River or hiking Skyline Drive, the message is clear: the best experiences aren’t always the tidiest.

Lewis noted that the planned promotional content will represent both the Town of Front Royal and Warren County, making this campaign especially valuable.

“Our plan for the video project highlights features of Front Royal and Warren County, promoting our destination as a whole—as we have always done,” she said.

The $10,000 grant is part of the Virginia Tourism Corporation’s broader strategy to support partnerships between local tourism entities and private businesses or nonprofits. By requiring matching funds, the VTC aims to double the impact of limited marketing budgets and help smaller communities stand out in a competitive travel market.

Statewide, the program is expected to generate more than $4.76 million in tourism-focused advertising and events, benefiting over 1,100 small businesses and nonprofits.

“These grants not only attract more visitors, but they help sustain the thousands of jobs that power our hotels, restaurants, attractions, and main streets,” said Secretary of Commerce and Trade Juan Pablo Segura in a press release. “When we invest in tourism, we’re also investing in Virginia’s workforce and economic resilience.”

Virginia’s tourism sector is a significant contributor to the state’s economy, supporting local jobs and driving revenue to small businesses. VTC officials say more grant rounds are planned through 2025 and 2026.

Businesses or organizations interested in future grant opportunities can visit vatc.org/grants for details and deadlines.

The expanded marketing effort aims to shine a spotlight on all that Front Royal offers—inviting travelers to discover, explore, and return.