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Floyd Tourism Receives $10,000 VTC Grant for “50 Years of Love”

~The Virginia Tourism Commission established a grant fund to help celebrate 50th anniversary of the “Virginia is for Lovers” tourism slogan~

FLOYD COUNTY, VA — the Floyd County Tourism Development Council (FCTDC) announced that it has received a $10,000 grant from the Virginia Tourism Corporation (VTC) “50 Years of Love” grant fund. “50 Years of Love” is part of VTC’s efforts to celebrate the 50th anniversary of the “Virginia is for Lovers” tourism slogan, which was created in 1969 by Richmond-based advertising agency Martin & Woltz.

Floyd Tourism

The Floyd Tourism Office has partnered with over 30 Floyd businesses and organizations to create special experiences and promotions in Floyd in celebration of the 50th anniversary.

Initial partners include: Floyd County Chamber of Commerce, the Town of Floyd, Floyd Country Store, County Sales, Dogtown Roadhouse, Chantilly Farm, Red Rooster Coffee, Floydfest , Floyd Yoga Jam, Living Light River Studio, Cocoa Mia, Five Mile Mountain Distillery, Floyd County Historical Society, Floyd EcoVillage, On The Water, Studio 221 Yoga Center, Apple Ridge Farm, Floyd Thyme, Pine Tavern Lodge, Hotel Floyd, Floyd County Fair, Chateau Morrisette Winery, Cabins Off The Parkway, Healthy Floyd, Oak Haven Lodge, Stonewall B&B, Floyd Center for the Arts, New Mountain Mercantile, Bell Gallery, Floyd Parks and Recreation, and the Floyd Press.

“‘Virginia is for Lovers’ is one of the most iconic tourism slogans in the world, and we are thrilled to be celebrating fifty years of LOVE with partners from around the Commonwealth in 2019,” said Rita McClenny, president and CEO of Virginia Tourism Corporation. “This grant program provides an engaging opportunity for destinations across the state to showcase what makes a vacation in Virginia so special, and helps to show travelers why Virginia is for Lovers still rings true fifty years later.”

“We are so excited to celebrate this year with VA Tourism Corporation ”, and we are more than grateful to receive grant funds from VTC, “ shared Floyd tourism director, Pat Sharkey. “Virginia truly is for Lovers- of life, of family and friends, of authentic rich music, art, food, history, and outdoor fun. And our Floyd celebration will remind folks why so many Love Floyd.”

VTC will be celebrating this year by having special experiences that last for 50 days with a 50 Years of Love presence at wineries, breweries, festivals, restaurants and small businesses across the state.

Floyd’s 50 Days of Love Celebration will kick off at Floydfest on Saturday, July 27 and run through September 14 with our finale at the Floyd County Fair, with special exhibits, events, products, promotions and giveaways throughout the town and county during this 50-day period.

In total, VTC awarded $300,000 to 30 tourism marketing programs across the Commonwealth to help increase visitation and revenue. Each grant recipient received a $10,000 grant for its 50 Years of Love project, with the requirement of engaging 10 or more tourism partners in order to receive grant funding.

The Virginia Tourism Corporation is the state agency responsible for marketing Virginia to visitors and promoting the “Virginia is for Lovers” brand, which is celebrating 50 years in 2019. Tourism is an instant revenue generator in Virginia. In 2017, visitors spent $25 billion, which supported 232,000 jobs and contributed $1.73 billion in state and local taxes.

About Virginia is for Lovers

50 years after its creation, “Virginia is for Lovers” continues to be one of the most recognizable and iconic tourism slogans of all time. “Virginia is for Lovers” was inducted into the Madison Avenue Advertising Walk of Fame on September 21, 2009. The slogan was included in the Advertising Icon Museum alongside fellow 2009 inductees, the AOL Running Man, the Budweiser Clydesdales, and State Farm’s “Like a Good Neighbor, State Farm is There.” This recognition came on the heels of tapping “Virginia is for Lovers” as one of the top ten tourism marketing campaigns of all time. Today, a new generation is discovering love for Virginia’s mountains, beaches, history, theme parks, vibrant cities, outdoor activities, sports and hospitality.

For more information about 50 Years of Love, please visit
For more information and to plan your next vacation in Virginia, please visit
For more information about Floyd County and Floyd’s 50 Years of Love celebration and promotions, visit


Virginia’s New River Valley: Virginia’s New River Valley is an eclectic mix of interconnected small towns that each offer their own unique vibe and appeal. The region provides an abundance of cultural and social offerings due to the presence of three world-class universities, while retaining the charm and benefits of small town living. The NRV is home to a diverse and innovative business community with companies that range from high-tech startups to foreign-based corporations to specialty agribusiness. These organizations benefit from the collaborative spirit of our region and a loyal, highly-skilled, and educated workforce. The scenic beauty of the region also fosters a deep connection to nature, which is deepened by access to outdoor recreation and the preservation of our natural environment. It’s clear why Virginia’s New River Valley is “A Natural Fit.”

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