Event Grant Program

For re-occurring events in Sebring/Highlands County that: attract visitors during April-December; encourage increased visitor spending in destination; reinforce a positive image of the Sebring area; amplify the experience economy; leverage and promote the Sebring brand; and provide added value to the visitor experience.

Criteria:

• Attendees: At least 1,000 verified room nights and/or at least 10,000 verified attendees with at least 30% attendees verified from outside the county.
• Duration of event: At least a two-day event with overnight (either night or early morning) component
• Minimum funding: $5,000 based on $0.50/verified attendee
• Application period: Quarterly at TDC meetings; application must be approved by TDC no later than 6 months before event.
• Meeting: Must meet with TDC staff in person or via telephone.
• Special consideration: if a request exceeds the maximum threshold, the event organizer must meet with TDC staff to explain the request. If TDC staff deems the request appropriate, they can recommend placement of the request on the TDC agenda for special consideration.

For new events in Sebring/Highlands County, which have not been held previously in Highlands County, with plans to be a re-occurring event that will increase outside-of-county attendees each year during April-December.

Criteria:

• Plan: A business plan outlining how the re-occurring event will increase outside-of-county attendees each year
• Duration: A minimum two-day event with overnight (either night or early morning) component
• Maximum funding: Year 1 — Maximum funding for year #1 only: $20,000 based on scoring; no room night verifications. Opportunity for an additional $20/room night reimbursement based on verified rooms.   Years #2 and #3 – ear #2 & #3: $10,000 based on scoring; no room night verifications. Opportunity for an additional $20/room night reimbursement based on verified rooms.
• Growth: Event must prove growth in attendance and overnight rooms each year.
• Application period: Quarterly at TDC meetings; application must be approved by TDC no later than 6 months before event.
• Funding: Can be via grant or TDC can pay directly for marketing, entertainment, facility rental, A/V equipment rental, TDC staff approved attendee shirts/promotional items, MOT fees, etc.
• Special consideration: If a request exceeds the maximum threshold, the event organizer must meet with TDC staff and explain the request.  If TDC staff deems the request appropriate, they can recommend placement of the request on the TDC agenda for special consideration.
• Meeting: Event organizer must meet with TDC staff (either in person or via phone) and discuss the event and their financial request.

For events in Sebring/Highlands County that provide community-based recreation during April-December for locals and visitors alike in the Sebring area; encourage increased local and visitor spending; reinforce a positive image of the Sebring area; amplify the experience economy; leverage and promote the Sebring brand; and provide added value to the Sebring area visitors during their stay.

Criteria:

• Attendees: 500+ verified attendees; event must be open to the public with no entry costs.
• Maximum funding: $2,500 (years 1-3); 50% of $2,500 per year (years 4-6). Years based on cumulative # of years the event has been held.
• Application period: Quarterly at TDC meetings; application must be approved by TDC no later than 6 months before event.
• Funds: Grant can only be used for reimbursable marketing outside Highlands County; 75% of advertising must be digital online advertising approved in advance by TDC.
• Eligible organizations: Event host and grant applicant must be a Highlands County non-profit organization.

For special events or conferences staged in Sebring/Highlands County during April-December that attract overnight visitors; encourage increased visitor spending in destination; reinforce a positive image of the Sebring area; amplify the experience economy; leverage and promote the Sebring brand; and provide added value to the visitor experience.

Criteria:

• Minimum room verifications: Verified room night minimum: At least 50
• Special considerations: Exceptions can be made for January events with room nights verified on weekdays
• Maximum funding: $10,000 based on $20/verified room night
• Application period: Quarterly at TDC meetings; application must be approved by TDC at least 6 months before event.
• Eligible uses for funds: Grant funds can assist with marketing, entertainment (for events open to the public; not for conference attendees only), facility rental, A/V equipment rental, in-county group transportation/tours, etc.
• Excluded events:  Not applicable for exclusive events such as weddings, family reunions, class reunions, etc.

For sporting events staged in Sebring/Highlands County during April-December that attract overnight visitors; encourage increased visitor spending in destination; reinforce a positive image of the Sebring area; amplify the experience economy; leverage and promote the Sebring brand; and provide added value to the visitor experience.

Criteria:

• Minimum room verifications: At least 100 verified room nights
• Maximum funding: $20,000 based on $20/verified room night
• Application period: Quarterly at TDC meetings; application must be approved by TDC at least 6 months before event (exceptions can be made for tournaments with late notice by host organization)
• Eligible uses for funds: Grant funds can assist with out-of-county advertising and marketing, bid or hosting fees, facility rental, event officials (umpires, judges, etc.), TDC staff approved event shirts or promotional items and MOT fees.

Some events attract large numbers of day visitors with little to no overnight room night stays. These events have a positive effect in contributing to the vitality of the Sebring area and attraction of potential tourists. Therefore, the TDC may support these events, at the discretion of TDC staff, that are open to the public through non‐grant/non-monetary avenues, such as:

• Collateral fulfillment of area tourism information
• Visit Sebring promotional branded material fulfillment
• Request for Proposal (RFP) distribution
• Public relations support
• Photo/video support
• Social media/calendar/website listing
• Referrals to County/City departments
• Research data collection
• Consultation to grow events to attract overnight visitors

The grant aims to provide financial assistance to organizations seeking to develop a permanent or temporary water park/experience that will attract out-of-county visitors to Highlands County particularly during the summer months.  By providing reimbursable financial assistance, the TDC can enhance recreational activity and further promote Highlands County as a summer recreation destination, which will help stimulate the Highlands County economy.

Eligible applicants include non-profit organizations, for profit organizations, municipalities and/or other entities that are interested in owning/managing a water park in Highlands County.

Water Experience Development Criteria

For the Water Experience Development Grant Program, the development must be staged in Highlands County and attract overnight visitors in county.  Grant request requirements include:

1. Operate water park for at least the summer months of June-August for three consecutive years.
2. Operator must be able to track water park users by zip code and provide zip code data to the TDC to provide proof of out-of-county visitation.
3. Maximum reimbursable funding: $50,000 (fiscal year 2024-2025). Additional funding may be requested by the applicant for FY 2025-2026 and 2026-2027 in their proposal.
4. Application deadline: January 15, 2025
   • Provide a Letter of Intent: This should outline the proposer’s water park concept, key terms of the proposed business, experience and/or qualifications of proposer.
   • Provide Business Plan for where and how the water park will operate (hours of operation, user fees, safety, insurance, permission from any applicable property owner(s), how users will find pertinent information, etc). This should also outline a detailed budget, timeline and how the proposed project will help amplify the TDC’s Strategic Plan.
   • Provide a detailed Marketing Plan outlining how the water park will be marketed to potential users outside of Highlands County. This must include digital platforms, advertising spends and customer surveys that collect zip codes.

The primary objective of this program is to assist in the development and improvement of existing sports facilities within Highlands County. The grant supports projects that enhance the capacity to host sporting events, thereby increasing the potential for economic impact within Highlands County through sports tourism.

Eligible applicants include non-profit organizations, for profit organizations, municipalities and/or other entities that manage sports facilities located in Highlands County.

Eligible facilities are those that could, with the appropriate enhancements, become “tournament friendly” or an “anchor facility” pursuant to the Highlands County Venue Inventory & Analysis included in Huddle Up Group’s Sports Tourism Facility Audit (2023) for Highlands County. Eligible facilities must also demonstrate a current tourism market for sport tourism events, which includes currently hosting at least one tourism-driving event in the past three years.

Eligible projects must first develop a strategic or long-term plan for the facility that includes tourism goals and objectives. The plan must demonstrate a clear benefit to the tourism community, such as the ability to attract new sports tourism events, increase participation in current sport tourism events or  improve the overall quality of the facility for visitors to Highlands County.

The sports tourism facility grant process consists of two parts:

• Strategic Plan Development – Applicants must first apply for and be granted TDC matching funds to develop a strategic or long-term plan for the existing sports facility. The grant will provide a seventy-five percent (75%), up to $22,500.00, reimbursable match for completion of the facility strategic plan.
• Facility Enhancements for Sports Tourism – After the planning phase is completed, the applicant must present the completed plan and recommendations to the TDC. The presentation must include study findings and recommendations regarding proposed facility improvements for attracting new sports tourism events and the economic impact of those events. The presentation must also include a facility management plan, marketing plan and proposed schedule for renovations along with a proposed budget. As part of the presentation, the applicant may request funding from the TDC for the facility enhancements.