Destination Ann Arbor Tourism Marketing Sponsorship Grant Program

Due to budgetary constraints resulting from the COVID-19 pandemic, our operating revenue is significantly down and we are unable to provide any sponsorships in 2021. 

Should our financial situation change down the road, we will re-implement our tourism marketing sponsorship grant program. Please feel free to consider submitting your event or festival to our website Events Calendar here: https://www.annarbor.org/events/submit-your-event/  (Our website is viewed by 30,000 visitors monthly.)


Destination Ann Arbor has developed the Tourism Marketing Sponsorship Grant Program as a community-oriented tourism marketing and development investment program to assist in our mission of creating economic growth by promoting our destination for overnight and day visitors. The program is open to each Washtenaw County community that aligns with one or more of the following strategic plan goals:

  • Accelerated Sales: Attract additional meetings and events to the area
  • Strong Collaboration & Partnerships: Strengthen relations with local organizations to be a more profound community advocate and promoter
  • Improved Community Engagement: Inspire interest in the tourism and hospitality industry

Factors Destination Ann Arbor may consider in evaluating a sponsorship request include, but are not limited to:

  • Location of Event: The event must take place and serve to promote travel and tourism to Washtenaw County
  • Event Request Date: The application must be submitted to Destination Ann Arbor at least 90 days prior to the proposed event.
  • Amount of Sponsorship Request: Sponsorship fund availability is based on the Destination Ann Arbor’s yearly budgeted allocation for this purpose. Once the fund is depleted, there will not be any sponsorships for the remaining fiscal year.
  • Recognition of Destination Ann Arbor as a Sponsor: Should your sponsorship request be approved, Destination Ann Arbor's logo and/or name should be utilized in conjunction with any promotion of the event. Destination Ann Arbor staff will sign off on all sponsor materials, including logo.
  • Use of Funds: Funds will not be provided for capital projects or general organizational operating expenses.
  • Time of Year: Preference in funding may be given to events that happen during the need period of December through April.

The number of sponsorships and amount of funding are restricted and may vary from year-to-year depending on budgetary limitations. Sponsorships shall not be considered long-term commitments in order to encourage independent viability of events as well as support new initiatives. There are no guarantees that a sponsorship will be carried over from one year to another. Tourism Marketing Sponsorship Grant Program funds will be paid out approximately 30 days prior to event date. 

Tiered Applications

The tiered application process is structured to help develop and strengthen marketing support for local community events. When trying to determine which tier your event may fall into, consider the following: Does my event bring in out-of-town visitors? Will I need a room block for anticipated overnight visitors? What do I expect the attendance of the event to be? Where will I be marketing this event? These are the types of questions that will be considered when awarding the grant amount.

Tier 1: Grant amount up to $250

  • Attendance is expected to be up to 500 people
  • Majority of the marketing for the event is locally driven

Tier 2:  Grant amount of $251-$500

  • Event should meet the factors listed above
  • Attendance is expected to be up to 1,000 people
  • Majority of the marketing for the event is locally driven

Tier 3: Grant amount of $501-$2,500

  • Event should meet the factors listed above
  • Attendance is expected to be up to 5,000 people – historical event data on attendance may be requested.
  • Majority of the marketing for the event is regionally based

Tier 4 – Grant amount of $2,501-$5,000

  • Event should meet the factors listed above
  • Attendance is expected to be over 5,000 with a large percent of out-of-town visitors expected
  • Marketing for the event is local, regional, and national
  • Historical data on the event may be requested
  • Event proposal should include detail description of how Destination Ann Arbor will be recognized for the event sponsorship grant