The PAC will use the grants to promote events such as performances by the Steep Canyon Rangers. | Photo by Jeanne Piazza
The Highlands Chamber of Commerce/Visit Highlands, NC announced Feb. 27 the distribution of $420,110 in fiscal year-to-date grants and sponsorships to support local nonprofits, cultural institutions and community events that enhance quality of life for residents and visitors.
Johanna Fein, executive director of Highlands Chamber of Commerce/Visit Highlands, NC, said the investments reflect the organization’s ongoing commitment to strengthening Highlands’ flourishing arts community, supporting marquee festivals and promoting events that fuel economic growth throughout the Plateau.
Grant funding was awarded to the Episcopal Church of the Incarnation, Highlands Performing Arts Center, Highlands-Cashiers Chamber Music Festival, Mountain Theatre Company and Mountaintop Rotary.
These grants support programming that enhances the cultural identity of Highlands and draws visitors throughout the year.
The Chamber also provided sponsorship support to The Bascom (Dahlia Festival/Clay Symposium), The Center for Life Enrichment, Highlands Festivals Inc. (Highlands Food & Wine/Bear Shadow), Highlands Motoring Festival, Highlands Performing Arts Center (Highlands Cashiers Film Festival/Concert Series) and Highlands Rotary (Twilight 5k).
PAC Director of Development Charlotte Muir said the grant will go towards advertising and marketing for the organization. She added that the funding will help attract visitors to Highlands looking for artistic performances.
“These marketing grants are a powerful investment in our nonprofit community,” said Muir. “By helping nonprofit organizations amplify their events and their marketing initiatives, we’re not only strengthening the organization’s missions, but we’re also driving visitation, supporting local business and really spreading the word that Highlands is a year-round destination.”
Highlands-Cashiers Chamber Music Festival Executive Director Nancy Gould-Aaron said the HCCMF will use the grant to strengthen its advertising budget, which is expected to drive additional tourism to the festival and Plateau and, in turn, elevate the quality of its musicians and programs.
“We are advertising outside of Highlands this year since it’s our 45th anniversary,” said Gould-Aaron. “We are advertising in the Atlanta Symphony Orchestra’s program book, we’ve already advertised with the Memphis Symphony Orchestra, and we’re doing an ad for the first time this year in Southbound Magazine.” These partnerships are vital to sustaining local events, performances and experiences related to the arts, culture and community engagement.
“We are proud to invest in the organizations and events that bring energy, creativity, and economic vitality to our town,” said Fein.. “These partnerships strengthen our community and ensure that Highlands continues to thrive as a place to live, work, and visit.”
- Mitch Stone
reporter@highlandsnews.com