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MOCA receives Virginia Tourism Corporation Grant for Tourism Marketing

Friday, March 18, 2016

Dot Greene
PR & Marketing Specialist
757-425-0000 x321


Virginia Museum of Contemporary Art Receives Virginia Tourism Corporation Grant for Tourism Marketing

(Virginia Beach, Va.) Mar. 8, 2015 — Governor Terry McAuliffe announced that The Virginia Museum of Contemporary Art (MOCA) received $50,000 from the Virginia Tourism Corporation (VTC) Marketing Leverage Program grant fund. In total VTC awarded more than $812,000 for 39 tourism marketing projects across the state to help increase visitation and revenue for Virginia’s localities through tourism.

The grants are designed to help local and regional tourism entities attract more visitors by leveraging local marketing dollars, and will ultimately impact at least 153 other statewide tourism entities. The local organizations match the state grant funds by a minimum of 2:1 in order to support marketing projects. This funding cycle, the local partners will match the VTC grant dollars with more than $2.6 million, providing more than $3.4 million in new marketing to increase visitation to Virginia. 

MOCA received a $50,000 grant for their “Turn the Page: The First Ten Years of Hi-Fructose (“Turn the Page”) exhibition, on view May 22 through Dec. 31, 2016. MOCA partnered with the Virginia Beach Convention & Visitors Bureau and The Virginia Beach Hotel Association to supply $85,250 in matching funds for this exhibition. 

The exhibition is a collaborative initiative by two like-minded organizations, MOCA and Hi-Fructose, The New Contemporary Art Magazine, based in San Francisco, California. The exhibition, curated by MOCA, is a retrospective of the magazine, featuring 51 of some of the foremost contemporary artists of this decade. “Turn the Page” represents the museum’s first large-scale contemporary retrospective and the first time these artists will be shown together in one location.

“’Turn the Page’ is the largest exhibition MOCA has undertaken and we are incredibly grateful to the VTC, Governor McAuliffe, and especially our tourism partners for this grant which will help fund the associated costs of bringing an exhibition of this caliber to Virginia Beach,” said MOCA’s Executive Director Debi Gray.

“The Virginia Beach Convention & Visitors Bureau is pleased to support MOCA’s efforts to draw out-of-town cultural visitors to our great city for this unique exhibition and experience all Virginia Beach has to offer during their stay,” said Jim Ricketts, Virginia Beach Convention & Visitors Bureau director. 

Virginia Beach Hotel Association (VBHA) Executive Director Diana H. Burke added, "The VBHA is thrilled to be a partner in the grant process with MOCA. Guests and residents alike benefit from the variety of programs MOCA offers and the "Turn the Page" exhibition is sure to be well-received by all." 

The VTC Marketing Leverage Program is designed to stimulate new tourism marketing through partnerships by leveraging limited marketing dollars, resulting in increased visitor spending.  A minimum of three entities must partner financially to apply and may consist of Virginia towns, cities, counties, convention and visitors bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, cultural events, and other not-for-profit entities. 

“The Marketing Leverage Grant program is designed to spur job creation, economic development, and visitor spending through new or enhanced tourism product,” said Governor McAuliffe. “These grants are proven to increase visitation by creating marketing partnerships and effective marketing programs.”

Research shows that every VTC dollar invested in grants resulted in $16 of direct visitor spending. Marketing campaigns that received Marketing Leverage Grants increased visitation by 15%. 

“These grants support businesses across the Commonwealth, contributing to the overall economic health of our communities,” said Maurice Jones, Secretary of Commerce and Trade. “These public-private partnership are a wonderful example of the power of collaboration, and help support and grow a robust and diversified economy, encouraging strategic marketing of tourism products and businesses across the Commonwealth.” 

Tourism is an instant revenue generator for Virginia. In 2014, tourism generated $22.4 billion in revenue, supported nearly 217,000 jobs and provided $1.5 billion in state and local taxes. Dollars invested in tourism are proven to provide a 5:1 return in tax revenue for Virginia, and the grant awards and matching funds provide a stimulus to localities seeking to increase tourism visitation and revenue. 

Love is at the heart of every Virginia vacation.  Visit to learn more about vacation destinations in Virginia or call 1-800-VISITVA to receive a free, Virginia is for Lovers travel guide. 

For more information about MOCA and “Turn the Page,” visit Join in on the conversation with #vaMOCAturnthepage and follow along on Facebook, Twitter and Instagram. 

About MOCA
The Virginia Museum of Contemporary Art (MOCA), located in Virginia Beach, is a non-profit that exists to foster awareness, exploration and understanding of the significant art of our time. MOCA is accredited by the American Alliance of Museums (AAM). As Virginia's only museum dedicated solely to the exhibition of contemporary art, MOCA encourages visitors to discover and explore art and to engage in hands-on art experiences.

MOCA is located at 2200 Parks Ave., at the entrance of I-264 in Virginia Beach. The Museum is open Tuesday-Friday 10 a.m. – 5 p.m.; Saturday and Sunday 10 a.m. – 4 p.m. Admission is $7.70 for adults and $5.50 for seniors/65+, students (includes children 5 and up) and active military. MOCA members and children four and under are admitted free of charge.


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