Affiliated Venues, Jams and Festivals Criteria and Procedures

Criteria and Procedures

The Crooked Road: Virginia’s Heritage Music Trail supports tourism and economic development in Southwest Virginia by celebrating, promoting, and preserving this region’s unique musical and cultural heritage. In keeping with that mission, The Crooked Road created the Affiliated Venue & Festival program to bring special attention to the region’s most exemplary venues, jams and festivals.

Affiliated Venues and Festivals are promoted through the publications and media done by The Crooked Road and receive a banner from TCR recognizing them as an Affiliated Venue, Jam or Festival of The Crooked Road.

New venues and festivals in the 19-county and four-city region of Southwest Virginia may apply once a year to become Affiliates of The Crooked Road through a formal application process. The Venues Committee reviews the annual Affiliate applications and makes a recommendation to the Executive Board of The Crooked Road on the top applicants to be named as Affiliates. The Executive Board of The Crooked Road will make the final decision regarding which applicants become Affiliated Venues and Festivals. Applicants who are not selected may reapply for the following year.

Venue Classification & Qualifications:

Affiliated Venue, Jam and Festival Criteria, Expectations & Application Process

1. Venue, jam and/or festival must be in continuous operation with a minimum of two years as a responsible venue, jam or festival.
2. The venue or festival must primarily present traditional music including, but not limited to old time, bluegrass, gospel, and early country music. This includes musical performances, educational programming, museum exhibits, and related activities such as dance and luthiery.
3. The venue or festival must be consistent in its operation hours and event times.

Responsibilities of Affiliated Venues, Jam and Festivals:

1. Maintain compliance with the most current criteria for becoming an Affiliate. The Executive Board of The Crooked Road may remove a venue or festival from the Affiliates program if it ceases to meet the criteria for Affiliate status. The Affiliate banner shall be returned to The Crooked Road if a venue or festival ceases to be an Affiliate.
2. Support and promote the musical heritage of Southwest Virginia and the mission of The Crooked Road.
3. Publicly promote The Crooked Road on applicable publications and advertising such as websites, printed materials, social media etc. by listing Crooked Road website at www.thecrookedroadva.com and/or hashtags including #thecrookedroad.
4. Display the Affiliate Banner in a prominent viewing location at the venue or festival during its operation.
5. Promote and support other venues and the region’s traditional musicians.
6. Strive to provide visitors with a positive and unique experience that reflects the values and culture of Southwest Virginia.
7. Venues should strive to work directly with their local DMO to engage with and support The Crooked Road through co-branding and financial support via the Partnership Program. These funds directly support the marketing efforts of The Crooked Road to highlight venues in every county and community of the region.

Removal of Affiliate Participation:

Affiliates who do not meet the listed criteria for more than 12 months shall be removed from affiliate directories and listings of the Crooked Road.

Application Process

1. Applications will be accepted from July through September 30th each year. All applicants that pass through the initial screening and review process will be visited by a member of the Venue Committee or other designated Crooked Road Board and/or staff member for a site evaluation.
2. The Venue Committee will review all applicants to make a recommendation on each Affiliate Venue/Festival application to The Crooked Road Board of Directors.
3. New Affiliates are expected to work with representatives of The Crooked Road to create a public event recognizing their becoming an Affiliated Venue or Festival, and representatives of The Crooked Road Board of Directors will present the Affiliate banner at that time.

Affiliate Application

Please fill out the application below.