Nonprofits Can Apply To Receive Marketing Funding From Lodgers’ Tax Revenues

TOURISM Santa Fe announces the opening of the application period for Occupancy Tax Advisory Board (OTAB) grants for use in the fiscal year 2025-2026. All details are now available on the City of Santa Fe Website: santafenm.gov/tourism/otab-committee.

TOURISM Santa Fe will accept applications through September 19, 2025, at 5:00 p.m. The review of all grant applications received by the submission deadline will be conducted in early October, and funds will be available on a reimbursement basis during the 2025-2026 fiscal year.

The purpose of the OTAB funding program is to support marketing efforts of third-party, non-profit organizations that will increase tourism through new, multi-year events or the expansion of existing multi-year events. Grant applicants must be submitting for multi-day events with a strong attraction to bring overnight tourists to Santa Fe.

OTAB has adopted the following guidelines for this process

• The proposed event ideally shall take place in the off-season or shoulder seasons of Santa Fe's tourism calendar-off-season being January through April and shoulder seasons being May through June and mid-October through mid-December. Evaluation also takes into consideration days of the week, other events on the calendar, and the size of the event. In-season events will also be considered if they do not coincide with dates when hotels are typically sold out.

• Funding and planning of the events shall be through public/private partnerships that seek to attract tourists younger than 56 who are in line with Santa Fe's overall marketing, "Santa Fe: The City Different" efforts.

• The events shall exhibit potential to build national excitement, recognition of happenings, and brand assets that support creative and cultural tourism in Santa Fe, including but not limited to culture, art, history, food, natural beauty, and outdoor activities. Ideally, the proposed event should be scheduled six to 12 months in advance to ensure sufficient planning time.

• OTAB funds should not be used to supplement fundraising efforts or goals.

Organizations can request funding for up to three years, with the maximum awards for the first, second, and third years being $40,000, $30,000, and $20,000, respectively. Funds must be used for marketing efforts beyond a 60-mile radius of Santa Fe. Funding for years two and three is not guaranteed and is based on the prior year's success of the event and use of the marketing dollars.

The full document with the procedures and application is available at santafenm.gov/OTAB_Application_for_2026_final.pdf

For further information on the grant program or to ask questions about your application, please contact Shirley Spencer at TOURISM Santa Fe at 505-955-6208 or [email protected].