May 10, 2023


The Crooked Road Receives Virginia Tourism Corporation Grant for Tourism Marketing

Governor Glenn Youngkin announced that Virginia’s Heritage Music Trail:  The Crooked Road received $15,000 from the Virginia Tourism Corporation (VTC) Marketing Leverage Program (MLP). In total, VTC awarded more than $3.2 million for 236 local and regional tourism marketing programs across the state to help increase visitation and revenue for Virginia’s localities through tourism.

The Crooked Road received a $15,000 grant for “Celebrating Music Milestones.” The Crooked Road will match and use these funds to place advertising promoting the Southwest Virginia region, create printed marketing materials highlighting tourism partners and events and distributing materials in visitors centers.

“Virginia Tourism Corporation’s grant programs allow for opportunities to expand promotion efforts.  The Crooked Road is thrilled to receive this grant to help promote the heritage music of the 19 county and 4 city region of Southwest Virginia for positive economic impact,” says Carrie Beck, Executive Director of The Crooked Road.

Using the hub and spoke tourism partnership model, Virginia entities partner to apply for funding. Partners may consist of Virginia cities, towns, counties, convention and visitors’ bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, cultural events, and other tourism-related businesses. “VTC’s tourism marketing and sponsorship programs are designed to increase visitor spending by leveraging limited marketing dollars, to stimulate new tourism marketing through partnerships, and to extend the “Virginia is for Lovers” brand to drive visitation,” said Rita McClenny,  VTC President and CEO.  More information on VTC’s Marketing Leverage and Regional Marketing Programs can be found at

“VTC’s marketing and sponsorship programs are powerful incentives creating tourism partnerships across Virginia that are a robust part of Virginia’s economic ecosystem,” said Governor Glenn Youngkin. “From first-time applicants like Foxfield Races and Paradise Springs Winery to large music festivals in Hampton Roads and Southwest Virginia driving inbound overnight visitation, these programs show that tourism and tourism partnerships help Virginia’s vibrant communities grow and thrive.”

“Driving inbound out-of-state overnight visitation is a key economic strategy and the VTC grant and sponsorship programs help create unique partnerships that have tangible economic impacts across Virginia,” said Secretary of Commerce and Trade Caren Merrick. “Many of these programs also support regional marketing initiatives designed to encourage Virginians to explore their own state.”

For more information on The Crooked Road, visit

About Virginia’s Heritage Music Trail: The Crooked Road

The Crooked Road is a 330 mile driving trail through the mountains of Southwest Virginia that connects nine Major Venues and over 60 Affiliated Venues and Festivals that visitors can enjoy every day of the year.  Virginia’s Heritage Music Trail: The Crooked Road is also a 501 (c) 3 non-profit organization founded in 2004 whose mission is to support economic development in Southwest Virginia by promoting this region’s rich heritage of traditional music.

General information about The Crooked Road can be found at, by email at or by calling (276) 492-2400, ext. 2409.

About Virginia Tourism Corporation
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and vacation. Learn more at

Sarah Mast
Author: Sarah Mast