Strategic Investment Fund Application Opens October 1, 2025
The annual Willamette Valley Visitors Association Strategic Investment Fund focuses on direct investment with partners within the Willamette Valley to fuel community-driven work in support of destination marketing and development.
Keep reading for more about the fund—along with information on what projects are eligible, who can apply, deadlines, and other relevant information.
What is the Willamette Valley Strategic Investment Fund?
WVVA is focused on promoting responsible visitation that positively enhances regional economic well-being benefitting residents and visitors alike. Our mission is to enhance the region’s vitality by cultivating authentic experiences to support local communities, ensuring the Willamette Valley's long-term resilience.
WVVA is funded through Oregon’s Regional Cooperative Tourism Program (RCTP), which requires Travel Oregon to pay 20% of the statewide lodging tax back to the regions where it is collected. As the manager of the Willamette Valley regional resources, WVVA is required to spend 10% of our annual RCTP budget through a Strategic Investment Fund.
Interested applicants can review the Strategic Investment Fund guidelines for full details and additional information.
How Much Funding is Available?
The total strategic investment available this year (October 1, 2025-May 31, 2026): $85,276
- Projects can be applied for within the range of $5,000 - $50,000
- Sponsorships for multi-day sports/events can be applied within the range of $1,000 - $3,000
Funds are available on a rolling basis until the fund is expended.
Allocated amounts are at the discretion of the Willamette Valley Visitors Association. If additional funding becomes available it will be announced here and on our industry channels.
What Kinds of Projects Can I Apply For?
The annual Strategic Investment Fund will focus on direct investment with partners within the Willamette Valley to fuel community-driven work. For the 2025-26 fiscal year, WVVA would like to focus on work in the following niches:
Destination marketing
Familiarization trips for social influencers and travel-focused media creators
Marketing materials and campaigns for shoulder and off-season, niche and secondary visitor experiences, and emerging markets
Marketing asset acquisition (photography, videography, etc.)
Destination development
Niche and secondary visitor experience development
Venue accessibility improvements (hearing loops, multilingual signage, etc.)
Trail stewardship investments (wayfinding, accessibility improvements, volunteer skill development, etc.)
Organizational development (board development, strategic planning, etc.)
Meetings, events, & sports
Bid fee support for new/expanded multi-day sports and meeting tourism events
Sponsorships for multi-day sports, meetings, and events in the Willamette Valley
Scholarships for lodging partners to attend B2B conferences (Go West Summit, NTA, ABA, IPW, etc.)
Note that funds cannot be used for fundraising campaigns or app development.
Who Can Apply for Funds?
Non-profit organizations, for-profit visitor facing businesses, federally recognized Tribes, and local governments serving or providing a visitor experience in the Willamette Valley
Applicants must serve the Willamette Valley and be located in the following counties: Southwest Clackamas, Yamhill, Marion, Polk, Linn, Benton, and East Lane
DMOs may apply as a fiscal agent for a project without an official organization sponsor
Entities may submit multiple projects, but only one project per entity may be awarded each funding cycle
Ineligible projects include fundraising campaigns and app development
*Note that one entity can apply for multiple projects—but only one project per entity will be awarded per fiscal year.
When Are Applications Due—and When Must Funds Be Spent?
The application timeline is as follows:
October 1, 2025. WVVA SIF project pitch form opens. The fund is open through May 31, 2026 or until all available funds are allocated.
November 1, 2025 and following. First round of application review by WVVA staff. Applications will be reviewed the first of each month and funds awarded on a rolling basis. All funds must be awarded and allocated by June 30, 2026.
April 1, 2026 and following. Projects awarded submit project receipts, project recap, and any deliverables (photo/video assets, etc.). Projects awarded will receive 90 percent of funds upon initial selection, and the remaining 10 percent upon project completion and submission of receipts/recap/assets.
December 31, 2026. All awarded funds must be spent, projects completed, and final receipts, recaps, and deliverables submitted.
How Can I Apply?
Here are the steps to apply:
Step 1: Complete WVVA SIF project pitch form.
Step 2: WVVA will review and score the pitch and may request a collaborative meeting with the applicant. Applications will be reviewed the first of each month.
Step 3: If approved and selected to move forward, WVVA will create a MOU for the project, including reporting and budget tracking requirements.
Step 4: WVVA will disburse 90% of funds for marketing and development projects once MOU is signed. Event bid fees will be earmarked and awarded upon a successful event bid.
Step 5: WVVA will disburse remaining 10% of funds when the project is complete and receipts, report, and assets are submitted.
Learn more about the SIF by watching the webinar and reviewing the attached slides.
Questions: Please contact Karen Olson, Destination Development Manager, at karen@willamettevalley.org.
.
