Riverfest Receives Virginia Tourism Corporation Grant for Tourism Marketing
February 25, 2026
Riverfest received a $5,000 grant from the Virginia Tourism Corporation (VTC)’s Special Events & Festivals Sponsorship Program (SEF) for the 2026 Riverfest Festival.
Riverfest will supply $2,500 in matching funds for Riverfest 2026, taking place on May 1 & 2, 2026 at Constitution Park in Waynesboro, Virginia. This long-standing community festival celebrates the South River, outdoor recreation, environmental stewardship, and local arts while serving as a key driver of regional tourism. Riverfest attracts an estimated 2,500-3,000 attendees annually, including visitors from surrounding counties and neighboring states. A film screening of Hidden Rivers at the Wayne Theatre on Friday, May 1st will kick off Riverfest. The festival continues on Saturday 10 am to 4:30 pm at Constitution Park on Saturday, May 2nd.
Virginia Tourism Corporation will award more than $885,733 in matching grant funds to 88 special events and festivals during this grant round, ultimately impacting 324 combined partners. The VTC Special Events & Festivals Sponsorship Program is designed to increase visitor spending by maximizing limited marketing and event production dollars to stimulate overnight visitation through new tourism marketing and event expansion partnerships. The program also extends the iconic Virginia is for Lovers brand to drive special event and festival visitation. Each GO Virginia region is allocated 20 percent of available funds, creating a diverse portfolio of supported events across the Commonwealth.
In this funding cycle, local partners will commit more than $4.8 million in public-private funds to match VTC funding, generating more than $5.68 million in new marketing and event production activity focused on increasing overnight visitation to Virginia in 2026. In total, the awards will support 88 special events and festivals and impact 526 tourism-related partners statewide.
Using the hub-and-spoke tourism model to create multi-day itineraries, four Virginia entities partner financially to apply for funding. Partners may consist of Virginia cities, towns, counties, destination marketing organizations, restaurants, museums, attractions, and other tourism-related businesses. With the special event or festival as the main lure, the program encourages visitors to extend their stays to experience Virginia Main Streets, boutique shopping, distinctive dining, and historic sites, generating significant economic impact beyond the event itself. These partnerships have proven results in driving creativity among applicants and attracting new visitors to a destination.
“Riverfest is one of Waynesboro’s signature celebrations, bringing residents and visitors together along our beautiful riverfront. Events like Riverfest drive tourism, support local businesses, and strengthen our community’s economic vitality,” said Stephanie Duffy, Assistant Director of Economic Development & Tourism for the City of Waynesboro.
“Special events and festivals are at the heart of what makes Virginia such a compelling destination,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “Through the Special Events & Festivals Sponsorship Program, we’re proud to support these experiences that bring communities together, inspire travel, and encourage visitors to stay longer and spend more across the Commonwealth.”
VTC will have additional grant and sponsorship rounds opening throughout 2026. Organizations and businesses that are interested in applying may visit vatc.org/grants for more information.
A full list of funding recipients can be found here.
Out-of-state visitors and Virginians alike are encouraged to visit www.virginia.org to start travel planning for these special events and festivals in 2026.
About Riverfest
Riverfest is a free annual event that takes place river-side at Constitution Park in Waynesboro, VA. We are a registered non-profit organization, 501(c)3, dedicated to the environmental conservation and watershed stewardship in the Shenandoah River Basin.
About Virginia Tourism Corporation (VTC)
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and vacation. Learn more at virginia.org.