2026 Arts Marketing Assistance Grant Application

The Amarillo Convention and Visitors Bureau (ACVB) Arts Marketing Assistance Grant is a targeted initiative designed to support nonprofit arts organizations in the Amarillo area that play a pivotal role in attracting tourists and fostering overnight stays in the city. This grant program aims to empower cultural entities by providing financial assistance for marketing initiatives that contribute to the promotion and visibility of local arts activities. This grant not only facilitates the growth of the arts sector but also serves as a catalyst for enhancing Amarillo's appeal as a destination for cultural experiences, ultimately benefiting both the local arts community and the broader tourism industry.

Funding Requirements

To receive funding, applicants must:

1. ACVB Logo: Display the ACVB logo on all programs and promotional materials, including social media.
2. Marketing Plan: Applications without a marketing plan will not be considered.
3. Previous Report: Submit a utilization statement from last year’s grant awarded by ACVB. This statement should include specific details on what and where the funds were spent. It should also include room nights report and attendee zip code statistics.
4. Complimentary Ad: Include a full-page complimentary ad for ACVB in your program (if applicable).
5. Website Link: Add an ACVB link on your website.
6. Arts Committee Logo: Use the ACVB Arts Committee logo on your website and other relevant materials.
7. Event Calendar: List your season and events on the ACVB Website Calendar.
8. Event Photos: Grant ACVB free access to all event photos.
9. Funding Disclosure: Disclose any additional sources (from an organization or municipality) of Hotel Occupancy Tax (HOT) funding and the amounts received or expected.
10. Event Timing: Ensure the event takes place within the ACVB fiscal year (October 1 -
    September 30).

Additional Guidelines

1. HOT Fund Criteria: All expenditures must:
   1. Directly promote tourism and benefit the hotel and convention industry.
   2. Fit into one of the six statutory categories:
      1. Funding the establishment, improvement or maintenance of a convention center or visitor information center.
      2. Paying the administrative costs for facilitating convention registration
      3. Paying for advertising solicitations and promotions that attract tourists and convention delegates to the city or its vicinity.
      4. Expenditures to promote the Arts (such expenditure must be likely to directly promote tourism and the hotel and convention industry).
      5. Funding historical restoration or preservation programs (similar restriction here as with the arts).
      6. Funding costs in certain counties to hold sporting events that substantially increase
         hotel activity.
2. Application Form: Use the official Amarillo CVB funding request form.
3. Non-Profit Status: Only nonprofit arts organizations are eligible.
4. Local Promotion: Applications with marketing plans limited to local promotion will not be considered.
5. Funding Restrictions: Personnel costs and general operating expenses are not eligible for
   funding.
6. Event Presence: ACVB may request a presence at the event (e.g., table or banner).

Special Considerations

• Signature Events: Certain key events may be exempt from standard guidelines.
• Evaluation Factors: Additional factors that should be considered when submitting a funding request:
  • The primary factor involved with funding from the HOT funds is the return on investment
    through the use of taxable lodging rooms in Amarillo. We also monitor:
    • Composition of participants (Who are they and what is their influence?)    
    • Compatibility of the event with the image of Amarillo
    • Media exposure   Measurability
      Opportunity for growth
  • In addition to the traditional concept of ROI, there are some other returns that should also be considered:
    • Return on involvement (community volunteerism for event)
    • Return on inspiration (Does the event lift the morale of the community?)
    • Return on imagination (an unrealized dream for Amarillo that may have low initial financial return, but has tremendous future potential)
    • Return on image (Will the outside world’s view of Amarillo be enhanced by our mere
      hosting of an event?)

Additional Support

Not every event may qualify for or be approved for Arts Marketing Assistance in the amount requested. However, there are five types of support that the ACVB can offer:

• Direct funding
• Event underwriting
  Marketing support (reimbursed to vendors)  
• Partnership (revenue share)
  In-kind support (e.g., publicity, materials)

Final Overview

The Amarillo Convention and Visitors Bureau, as part of its responsibilities, accepts marketing funding requests from area non-profit arts organizations. Funding support is then recommended by the Amarillo CVB Arts Marketing Grants sub-committee to the Amarillo CVB board of directors for approval.

All standards listed in the funding guidelines apply to arts requests. The key is that all funding awarded by the Amarillo CVB MUST be for marketing, not general operations.

If there is ever any appeal requested concerning arts funding, these appeals will go directly to the ACVB board for consideration.