The Estate at Meander received a $30,000 grant from the Virginia Tourism Corporation (VTC)’s Marketing Leverage Program for its Experience Meander project.
The Estate at Meander partnered with other local businesses to supply matching funds for the project which will support an integrated marketing campaign designed to position Madison County and Virginia’s Piedmont region as a premier destination for heritage hospitality, wellness tourism, culinary travel, and outdoor experiences. The campaign will promote overnight stays, destination dining, wellness retreats, and immersive travel experiences centered around The Estate at Meander’s nearly 300-year history, scenic Blue Ridge setting, and the upcoming launch of Elim Spa Village — Virginia’s first authentic Nordic-inspired thermal spa destination.
The initiative is expected to increase regional visitation, encourage longer stays, and generate economic impact for surrounding businesses including wineries, farms, shops, outfitters, cultural attractions, and other tourism operators throughout Madison County and Virginia Piedmont region.
In celebration of National Travel & Tourism Week, Virginia Tourism Corporation (VTC) awarded more than $2.2 million in matching grant and sponsorship funds to 143 tourism programs across the Commonwealth. These awards are funded through VTC’s Marketing Leverage and Destination Marketing Organization (DMO) Marketing Programs.
These programs pair local marketing investments with matching state funds to increase visitation, extend overnight stays, and grow traveler spending across the Commonwealth. This funding cycle, local partners will commit more than $4.3 million to match the VTC grant funds, generating more than $6.5 million in new marketing and event production initiatives focused on increasing overnight visitation to Virginia across all nine GO Virginia regions. In total, the awards will support 143 marketing programs and impact 858 tourism partners statewide.
“By bringing together our historic assets, quality lodging, and wellness experiences, The Estate at Meander is creating a destination that gives visitors more reasons to stay longer and spend more while they’re here. That combination strengthens our local economy by increasing overnight stays, supporting small businesses, and creating more jobs in hospitality, retail, and tourism.” said Tracey Gardner, Economic Development and Tourism Director, Madison County adding “While we are all excited to be celebrating VA250, The Estate at Meander is celebrating their 300th birthday and we’re grateful to play a part in this special time in history.”
Established in 1726, the Estate is deeply interwoven with early American history through the Fry family and its intersection with prominent figures including George Washington, Thomas Jefferson, James Madison, and the Marquis de Lafayette.
Today, The Estate at Meander blends historic charm with elevated countryside hospitality through thoughtfully restored Manor House suites and cottages, destination dining experiences at Harvest & Hearth and Patio & Porch, curated gardens and walking trails, and immersive experiences rooted in nature, history, and connection. Guests are invited to slow down and experience a uniquely Virginian retreat where heritage, landscape, and hospitality come together in meaningful ways. The property recently underwent a rebranding, from Inn at Meander to Estate at Meander and is planning to open its new spa.
Tickets are on sale for the 300th celebration. For more information, visit https://www.facebook.com/share/17e5KqhaKn/
“Effective tourism marketing is key to turning interest into visitation and visitation into economic impact,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “These programs give our partners the tools to tell more compelling stories about their destinations, connect with travelers in meaningful ways, and inspire deeper exploration across Virginia.”
VTC’s tourism marketing and sponsorship programs are designed to maximize limited marketing dollars through public-private partnerships, stimulate new tourism promotion initiatives, and extend the iconic Virginia is for Lovers brand to drive visitation and increase visitor spending. Using the hub-and-spoke tourism partnership model, Virginia entities partner to apply for funding. Partners may include cities, towns, counties, convention and visitors bureaus, chambers of commerce, local or regional destination marketing organizations, museums, attractions, cultural events, and other tourism-related non-profits and private businesses.
These grant programs assist tourism-oriented applicants by matching their marketing commitment with additional funding to reach new markets and engage both new and repeat visitors:
The Marketing Leverage Program is a reimbursable grant program that helps Virginia travel industry partners—including small businesses, DMOs, attractions, accommodations, and events—expand their marketing efforts.
The Virginia DMO Marketing Program provides funding to destination marketing organizations for initiatives that demonstrate measurable economic impact and are designed to drive visitation to Virginia.
A full list of funding recipients for both grant programs can be found here.
VTC will open a Microbusiness Marketing Leverage Program grant round in summer 2026, which is designed to assist small tourism-oriented businesses and organizations with fall and winter marketing initiatives. The Virginia Special Events and Festivals Program will open in late 2026 for events occurring between January 1 and December 31, 2027. The next round of the Marketing Leverage Program and the Virginia DMO Marketing Program will open in February 2027. Organizations and businesses interested in applying for these grant opportunities may visit vatc.org/grants for more information.
