By Tim Ryan
Downtown Norfolk is lighting up the season with more than just twinkling lights. Thanks to a $10,000 grant from the Virginia Tourism Corporation’s (VTC) Microbusiness Marketing Leverage Program (MMLP), the Downtown Norfolk Council is taking its “Holidays in the City” celebration and Grand Illumination Parade to dazzling new heights. This achievement highlights not only the region’s holiday spirit but also its commitment to economic growth and community engagement.
The grant, awarded to support tourism marketing efforts, exemplifies what can happen when innovation meets collaboration. Downtown Norfolk Council joined forces with local businesses to secure matching funds, amplifying the impact of the grant. Together, these partners have built a six-week holiday extravaganza that showcases the very best of what Downtown Norfolk has to offer. From shopping and dining to festive events like the Elf Door Discovery and the Hot Cocoa War, the experience promises something magical for everyone.
“The Virginia Tourism Corporation grant allows us to expand our reach and showcase all that Downtown Norfolk has to offer, from vibrant holiday events to incredible local dining and shopping experiences,” said Mary Miller, President & CEO of the Downtown Norfolk Council. These efforts not only spread holiday cheer but also drive tourism, bolster the local economy, and emphasize Downtown Norfolk as the ultimate destination for holiday memories.
This success aligns perfectly with Innovate Hampton Roads’ mission to foster collaboration and innovation throughout the region. As a champion of entrepreneurship and regional development, Innovate Hampton Roads applauds the strategic partnerships that made this initiative possible. These efforts highlight how innovation is not confined to technology or startups but can thrive in community-building endeavors that enrich lives and boost local economies.
Holidays in the City is more than a seasonal attraction; it’s a testament to the power of unified efforts in achieving economic and social vibrancy. This year’s celebration underscores Downtown Norfolk’s growing reputation as a hub for creativity, commerce, and connection—an ethos Innovate Hampton Roads proudly supports.
The ripple effects of this grant and its matching funds reach far beyond the festivities. With over $1.29 million in new marketing activity generated across the state, the VTC’s program ensures that small businesses and local attractions thrive even during off-peak seasons. This aligns seamlessly with the vision of Innovate Hampton Roads to create an interconnected and prosperous ecosystem.
As Downtown Norfolk decks the halls and welcomes visitors, Innovate Hampton Roads celebrates this shining example of community-driven success. Let’s keep the momentum going, Hampton Roads—together, we’re building a brighter future, one festive celebration at a time.
Download the press release here.
