VisitPITTSBURGH Unveils Emerging Festivals & Cultural Events Fund
Sponsorship Program Will Support the Growth and Expansion of Leisure Events Across Allegheny County
PITTSBURGH – VisitPITTSBURGH is proud to launch the Emerging Festivals & Cultural Events Fund, a sponsorship program that will allow emerging Pittsburgh event organizers to apply for, and secure, funding support from the organization in a consistent and measurable manner.
New events, or existing events looking to enhance their current programs, that take place in Allegheny County are eligible to apply for sponsorships. To qualify for support, the event must draw out-of-market visitation or have clear, outlined plans to draw out-of-market visitation.
“We know all too well that new events often do not have the necessary means to market to visitors outside the Pittsburgh market. The goal of this sponsorship program is to specifically support the growth and expansion of public leisure events offered across Allegheny County,” VisitPITTSBURGH President & CEO Jerad Bachar said.
Events that apply for the sponsorship are eligible to receive up to $5,000 their first year in the program. The total amount awarded will be determined by VisitPITTSBURGH’s Event Evaluation, which includes three key categories: economics, awareness and community involvement. Events also will receive matching in-kind advertising dollars from VisitPITTSBURGH.
The funds awarded should go toward marketing and driving awareness of the event, growing the scope of the event and/or increasing the percentage of out-of-town visitation to the event, therefore increasing visitation to the Pittsburgh region. Additionally, as the funds awarded are meant to seed new events and help existing events grow, VisitPITTSBURGH will only support events for a maximum of three years, with sponsorship dollars decreasing by 50% each of the following years.
Leisure events, including festivals and public concerts and shows, are key factors in attracting visitation to the Pittsburgh region. In fact, based on VisitPITTSBURGH’s 2019 Longwoods study, VisitPITTSBURGH estimates that 3.8 million visitors came to the region specifically to attend a leisure festival or fair, accounting for 11% of total visitation that year. That breaks down to 630,000 overnight visitors and 3.19 million day visitors.
“It’s so important for VisitPITTSBURGH to launch this sponsorship program in 2022, as leisure tourism will continue to lead the local travel and hospitality industries’ recoveries,” Bachar added. “VisitPITTSBURGH will continue to prioritize allocating resources that help grow leisure tourism throughout Allegheny County.”
Applications for 2022 are being accepted now through Dec. 31, 2022, or until all funds have been dispersed. Pertinent updates will be made available at VisitPITTSBURGH.com.