Market New York is a grant program that supports regionally themed marketing projects that promote tourism destinations, attractions and special events, as well as tourism facility capital improvement projects.
Donor Name: New York State Division of Tourism
State: New York
County: All Counties
Type of Grant: Grant
Deadline: 07/28/2023
Size of the Grant: up to $8 million
Details:
Market New York is a grant program established to strengthen tourism and attract visitors to New York State by promoting destinations, attractions and special events. Funding is available for tourism marketing initiatives, capital/construction projects and the recruitment and/or execution of special events, including meetings, conferences, conventions, festivals, agritourism/craft beverage events, athletic competitions and consumer and industry trade shows. The Market New York program and each funded proposal will work to support the longterm strategic plans for economic growth as put forth by the Regional Economic Development Councils (REDCs). For the 2023-2024 Fiscal Year, up to $15 million is to be available through Market New York.
Funding is available for eligible projects that will create an economic impact by increasing tourism throughout the state. Grant funding will be allocated among the ten (10) REDC regions, based on each REDC’s five-year strategic plan that sets out a comprehensive vision for economic development and specific strategies to implement that vision.
Funding Categories
- Regional Tourism Marketing (Working Capital)
- Applications will be accepted for projects that Market New York State regional tourism destinations or attractions. Applicants must demonstrate how the tourism marketing project will promote and forward the tourism goals of the corresponding REDC’s strategic plan, in addition to increased vitiation or increase spending per visitor.
- Successful tourism marketing projects will also complement the goals and strategies of I LOVE NY and the New York State Division of Tourism, namely, to make New York State the destination of choice for travelers looking to create meaningful memories and those elements highlighted above in Significant Tourism Initiatives section. Special measurement criteria include increases in room nights, visitor frequency, visitor spending and length of stay. New York State will employ strategies to achieve these goals including television, digital, out-ofhome, and other advertising, activations at live events, international marketing, public relations efforts, social media engagement and other initiatives.
- Regional Tourism Capital
- Applications will be accepted for projects that include plans to expand, construct, restore or renovate New York State tourism destinations and attractions. Applicants must demonstrate how the tourism capital project will work to promote and forward the tourism goals of the corresponding REDC’s strategic plan, in addition to increased visitation and visitor spending.
- Successful tourism capital projects will also complement the goals and strategies of I LOVE NY and the New York State Division of Tourism, namely, to make New York State the destination of choice for families looking to create meaningful memories and those elements highlighted in Significant Tourism Initiatives section. Special measurement criteria include increases in room nights, visitor frequency, visitor spending and length of stay. New York State will employ strategies to achieve these goals including television, digital, out-of-home and other advertising, activations at live events, international marketing, public relations efforts, social media engagement and other initiatives.
Funding Information
There are two categories of funding available under Market New York, each with varying requirements. Up to $15 million is available for the following project categories:
- Regional Tourism Marketing (Working Capital) – up to $7 million (Only minimum grant requests of $50,000 or more will be considered, not including grantee match); and
- Tourism Capital (Construction/Renovation/Capital Costs) – up to $8 million (Only minimum grant requests of $150,000 or more will be considered, not including grantee match).
Eligible Expenses
- Regional Tourism Marketing (Working Capital)
- Eligible costs that may be covered by a grant include direct costs incurred (by the grantee only) for the development and delivery of a regionally-based tourism marketing project and must not include organizational costs that would have otherwise been incurred by the grantee (e.g., finance, office-related and/ or operational costs).
- In general, eligible tourism marketing costs include, but are not limited to, the following:
- purchase of recognized media advertising;
- production costs of print collateral and/or audio/visual;
- licensing/talent fees to ensure ownership of finished product;
- website design/updates;
- fees paid to artists, musicians, performers, special guests & speakers;
- rental of event amenities (e.g., chairs, tents, tables, staging, lighting, fencing, etc.);
- consultation/vendor events services (e.g., security, AV, sound, lighting crews, etc.);
- site expenses & services (e.g., convention center fees, security, shuttle buses, etc.);
- event producer or other consultant costs;
- supplies and materials as approved by ESD;
- administrative costs up to a maximum of 10% of the total project cost as approved by ESD. Administrative costs are defined as, staff costs to execute the project/grant program only and must be demonstrated at the time that reimbursement is requested through payroll journals, cashed payroll checks, and other sources deemed appropriate by ESD. Administrative costs will be eligible only toward the grantee’s match and not be reimbursed by grant funds. These costs are not meant to include any general overhead costs of everyday business; and
- other costs deemed reasonable by ESD.
- Tourism Capital (Construction/Renovation/Capital Costs)
- Eligible projects costs should be associated with the construction of a new tourism destination/attraction, or adding on to and/or restoring an existing tourism destination/attraction, and/or with permanent structures or other infrastructure associated with a special event.
- In general, eligible tourism capital costs include, but are not limited to, the following:
- acquisition or leasing of land, buildings, machinery and/or equipment;
- pre-development costs;
- remediation costs;
- improved accessibility services;
- purchase of equipment and/or event amenities (ex. permanent staging, fixed assets, etc.);
- acquisition of an existing business and/or assets;
- new construction, renovation, or leasehold improvements; and
- administrative costs up to a maximum of 10% of the total project cost as approved by ESD. Administrative costs are defined as, staff costs to execute the project/grant program only and must be demonstrated at the time that reimbursement is requested through payroll journals, cashed payroll checks, and other sources deemed appropriate by ESD. Administrative costs will be eligible only toward the grantee’s match and not be reimbursed by grant funds. These costs are not meant to include any general overhead costs of everyday business; and
- other costs deemed reasonable by ESD.
Eligibility Criteria
Entities that may apply for funding include:
- Not-for-profit corporations
- Municipalities
- Tourism promotional agencies (TPAs)
- Public benefit corporations and for-profit companies
- Individuals, SUNY schools and NYS agencies are NOT eligible to apply for this grant.
- Businesses must be certified in New York State
- Not-for-profit corporations are subject to New York State’s Not-For-Profit Corporation Law, and must have proof of incorporation (or equivalent document) from the NYS Department of State or NYS Board of Regents, a charities registration number from the NYS Office of the Attorney General and proof of tax-exempt status under the IRS code.
For more information, visit New York State Division of Tourism.
