Waynesboro, VA - The Wayne Theatre Alliance in Waynesboro, Virginia has received $10,000.00 from the Virginia Tourism Corporation’s (VTC) Recovery Marketing Leverage Program (RMLP), designed to help local and regional tourism entities attract more visitors by leveraging limited local marketing dollars through a local match of the state grants funds.
More than $1.9 million in matching grant funds were awarded to 161 local tourism initiatives through this program. This funding cycle, local partners will provide more than $5.6 million in-kind value to match the VTC grants. The grants will ultimately impact 483 statewide tourism entities.
The Wayne Theatre will use the VTC Recovery Marketing Leverage grant funds to promote its Reimagining Excitement for Arts, Culture, and History in the Shenandoah Valley(REACH) marketing program. The Wayne Theatre has become a symbol of the merging of art, culture, and history in the Shenandoah Valley and beyond. Since it first opened its doors as a vaudeville house in 1926, the Wayne Theatre has had quite a history of making an impact in the region. The Wayne Theatre has been through several iterations from a vaudeville house to a movie theatre, to what it is today, a presenting and producing performing arts center, art gallery, movie venue, and conference center. The Wayne Theatre has become a place where people of all ages and from all walks of life can come together to be educated, enriched, enlightened and enchanted.
“We are excited about the REACH campaign and collaborating with Greater Augusta Regional Tourism (GART) Association, the Shenandoah Valley Tourism Association, and many other arts, cultural, and history organizations in the Valley to spur tourism and economic activity in the Valley through a focus on the Valley’s many art, cultural, and historic assets.” Tracy Straight / Executive Director Wayne Theatre
”Art, Culture, and History organizations are the cornerstone of our region’s creative economy. They make headlines and draw crowds making our community vibrant and full of life. These grant funds are essential to keeping the lights on for all to enjoy, both now, and in the future.” Katie Campbell / Chair of Greater Augusta Regional Tourism
“Wayne Theater’s leadership in creating “REACH” is an impressive and vital campaign in assisting our arts, cultural, and historical organizations to continue on through and in the post pandemic world. These organizations provide so much value and meaning to our community and gift us with talent, creative, and education that has been sorely missed. The show must go on, and SVTA is proud to be a partner with Wayne Theater's regional dedication to promote both themselves and those around them.” Nathan Garrison / President-Shenandoah Valley Travel Association
The COVID-19 pandemic has had a devastating impact on the tourism and hospitality industries in Virginia. As the Commonwealth slowly reopens for business, VTC offered these grant funds as a first step to re-entry into the marketplace to spur economic activity and future travel across the Commonwealth of Virginia.
“Tourism is a crucial section of the Virginia economy and when we invest in this industry, we support local job creation and drive regional economic growth, which is desperately needed now due to the pandemic,” said Governor Ralph Northam. “These funds give localities and businesses access to critical marketing resources that will help bring more travelers to our Commonwealth, increase visitor spending, and grow demand for Virginia products.”
Tourism is one of the Commonwealth’s largest economic engines, with visitors to the Staunton/Augusta/Waynesboro (SAW) region spending more than $239,391,718 in 2019, supporting 2,100 work opportunities and contributing $18,394,995 in local and state tax revenue. The tourism and hospitality industries have also been among the hardest-hit by the pandemic, experiencing decreased revenue and job loss, along with the temporary closure of many tourism-related businesses. A revived tourism economy can help spur new economic activity and inject critical funds back into Virginia communities.
About The Wayne Theatre
The Wayne Theatre today is a unique asset in the Shenandoah Valley. It offers cinema; performing arts of all types; a high-quality Broadway series that is unparalleled for a theatre of its size; science and history talks; a professionally curated exhibit hall which hosts magnificent works from local regional, and nationally known artists; an unparalleled Arts Education Program that has served over 30,000 students from around the region; and its newly established Studio Wayne which offers classes and workshops for both students and adults. Additionally, the Wayne Theatre serves as a state-of-the-art conference facility. To learn more, visit waynetheatre.org.
About Virginia Tourism Corporation
Virginia Tourism Corporation is the state agency charged with marketing the Commonwealth as a premier travel and film destination. In 2019, visitors to Virginia spent $27 billion, which supported 237,000 work opportunities and contributed $1.8 billion in state and local taxes. To learn more, visit virginia.org