ShelbyKY Tourism Marketing Grant
Fiscal Year 2025 Grant Cycle
ShelbyKY Tourism is pleased to announce that it is now accepting applications for a new tourism marketing grant program, which supports tourism-related businesses and non-profit organizations in their efforts to attract visitors to Shelby County, Kentucky. This competitive grant opportunity provides funding for marketing initiatives that promote Shelbyville, Simpsonville, and the greater Shelby County area as a travel destination.
Grant Information
Overview
Back to Top of ListShelbyKY Tourism is offering marketing grants to support tourism-related businesses and nonprofits within Shelby County, KY. These funds must be used exclusively for marketing and communications efforts aimed at attracting visitors from at least 50 miles outside of Shelby County. This grant is designed to help local organizations increase visitation to their business/organization and Shelby County as a whole and elevate brand awareness, thereby growing the tourism economy throughout Shelby County. For the purposes of this grant, a “tourism-related business” is defined as:
A business or nonprofit organization that directly contributes to the tourism industry by providing services or experiences for visitors. These include, but are not limited to, hotels, restaurants, event venues, attractions, museums, galleries, performing arts venues, and tour companies. The key factor is that these entities attract, serve, or host visitors from outside Shelby County, Kentucky.
Tourism-related businesses and non-profits will also serve residents of the Shelby County community. The key differentiator is if someone would travel to dine, shop, stay, visit, etc., at that place.
Grant Amounts
Back to Top of ListShelbyKY Tourism is making an annual commitment to this grant program and will fund the program from its community reinvestment budget. For fiscal year 2025-2026, $100,000 is available for distribution, and applicants may request up to $10,000 per application period. Applicants may apply once per application period, which is aligned with ShelbyKY Tourism’s fiscal year. The grant review committee may decide to award partial funding to an applicant.
Eligibility Requirements
Back to Top of ListAll applicants must meet the following criteria to be eligible to receive grant funding:
- Must be a business or nonprofit operating in the tourism industry within Shelby County, KY.
- Must be registered with the Kentucky Secretary of State.
- Must be current on all city, county, and state business licenses and taxes.
- Individuals are not eligible to apply.
- City or county governments, as well as their subunits and departments, are not eligible to apply.
Eligible Expenses
Back to Top of List- Advertising (social media, print, TV, streaming, radio, digital campaigns, etc.)
- Rebranding (logo redesign, brand messaging updates, etc.)
- Website development (new site creation, user experience improvements, SEO, e-commerce enhancements, etc.)
- Photography and videography for marketing (lifestyle/staged photoshoots allowed, excluding generic staff headshots and product photography)
- Public relations agency retainers and influencer contracts (influencers should be based in or have an audience primarily in a target market outside of the 50-mile radius of Shelby County, KY; influencers based in Kentucky's primary DMAs of Louisville and Lexington ARE permitted.)
- Print marketing collateral (brochures, rack cards, etc., excluding non-marketing materials like business cards or menus)
- Billboards and out-of-home advertising
- Festival/event advertising (but not sponsorship or event hosting)
All expenses must be for new work. Previously completed projects are not eligible.
Ineligible Expenses
Back to Top of List- Already completed projects — this grant can only be used for new work
- Capital expenses (e.g., building improvements, equipment, repairs, etc.)
- Salaries or wages
- Postage or freight
- Websites which contain third-party paid ads
- Travel or entertainment
- Resale items (e.g., merchandise)
- Office supplies, letterhead, business cards, etc.
- Bank, finance, or interest charges
- Signage with only the business name or parking directions
- Expenses for events located within Shelby County
- Feasibility studies or capital project research
- Business directories or city maps
- Programs, playbills, table tents, flyers, or posters
- Prizes, trophies, paint supplies, decorations
- Any expense violating federal/state/local laws
Marketing Requirements & Deadlines
Back to Top of List- Advertising must be targeted to markets at least 50 miles outside Shelby County.
- Target markets include (but are not limited to): Cincinnati, Indianapolis, Nashville, Chicago, Atlanta, South Florida, and Washington, D.C.
- All marketing efforts must be completed by the deadline listed below.
- A complete marketing plan is required with the application.
- ShelbyKY Tourism staff are available to assist applicants in developing marketing plans, but assistance does not influence scoring.
Reporting Deadline
Back to Top of ListFinal documentation is due by 5 PM on June 30, 2026, including:
- Receipts and invoices for all expenses
- Ad tear sheets (print)
- Screenshots of digital ads
- Final report summarizing campaign performance (reach, traffic, KPIs)
Timeline
Back to Top of List- Application deadline: September 10, 2025 (5 PM)
- Award notifications: September 24, 2025
- Funds postmarked by: October 1, 2025
- Project completion deadline: May 31, 2026
- Documentation deadline: June 30, 2026
Grant Review Committee & Scoring Rubric
Back to Top of ListReview Committee & Award Procedure
The applications will be scored by a committee composed of two (2) ShelbyKY Tourism staff members and one (1) neutral third-party marketing, public relations, or tourism professional.
The committee will evaluate applications in two stages. First, each committee member will review and score the applications independently. Each member’s scores will be averaged for each application. To be considered for approval, applications must receive an average score of at least 65 out of 100 available points.
The committee will identify applications it believes best demonstrate the need for the grant and then forward its recommendations to the ShelbyKY Tourism board, which will vote in September 2025 to award grants based on the committee’s recommendations. A representative of the committee will notify all applicants of the committee and board decision after grant awards are determined no later than September 24, 2025.
Condensed Scoring Rubric
| Category | Criteria | Points Available |
|---|---|---|
|
Eligibility Review |
Meets eligibility requirements as outlined in the application and grant information packet |
Pass/Fail |
|
Strength of Marketing Plan |
Does the submitted marketing plan show consideration of grant requirements? |
45 points available |
| Campaign Budget |
Does the applicant clearly define the project/campaign budget and justify the financial need for assistance? |
20 points available |
|
Impact and Measurable KPIs |
Does the project/plan/campaign have a plan to track its impact? Are measurable KPIs identified? Will the project/plan/campaign have a positive impact on tourism? |
15 points available |
|
Applicant’s Past Marketing Performance |
Does the applicant have sufficient understanding or capability to undertake a marketing project/plan? |
10 points available |
|
Financial Need & Organizational Budget |
Does the applicant demonstrate sufficient financial need for the grant funds? |
10 points available |
| Total | 100 points |
The full scoring rubric is available here.
Other Important Information
Back to Top of List- Re-Application: Applicants who are denied funding may reapply in future grant cycles.
- Matching Funds: This grant cannot be used to match funds for another grant.
- Acknowledgment Requirement: All marketing materials funded by this grant must include the statement: "Funded in part by ShelbyKY Tourism" and/or the ShelbyKY Tourism logo.
How To Apply
Back to Top of ListTo apply, click here or on the button labeled "Grant Application," or below. For more information, or if you would like a paper application, contact ShelbyKY Tourism at (502) 633-6388 or email mason@visitshelbyky.com.
Application Process
- Verify Eligibility: Ensure your business is a registered tourism-related business within Shelby County.
- Develop Your Marketing Plan: Include goals, target audience, and media strategy.
- Submit Your Application: Complete the online application and upload necessary documentation.
- Wait for Notification: All applicants will be notified of award decisions by the close of business on September 24.
Application Assistance
ShelbyKY Tourism will assist applicants in developing their marketing plans and answer any questions regarding the grant program or the application. Reach out to us at mason@visitshelbyky.com or call (502) 633-6388.
A sample marketing plan is available for any applicant who needs assistance in developing/formatting their plan. The sample plan is available here.
Questions?
Contact ShelbyKY Tourism at (502) 633-6388 or click here to send an email.