Scottsdale launches matching marketing fund for Old Town businesses

Scottsdale’s Tourism & Events Department is offering dollar-for-dollar marketing support to qualifying Old Town businesses. Individual businesses can seek up to $5,000, while collaborative campaigns involving multiple businesses can receive as much as $20,000.

Scottsdale has opened a new marketing support program aimed squarely at Old Town businesses that depend on visitor traffic. The city’s Tourism & Events Department says approved applicants can receive matching funds for leisure-tourism marketing, with the city contributing dollar-for-dollar toward eligible campaigns. The move is part of Scottsdale’s broader effort to keep Old Town visible and competitive as a regional shopping, dining, and entertainment district.

Under the program, a single qualifying business can receive up to $5,000, while a joint campaign involving multiple Old Town businesses can be funded at up to $20,000. The city says the money can be used for a range of tourism-oriented promotion, including traditional advertising, paid social, digital campaigns, outdoor placements, and printed or mailed marketing materials. Businesses must be physically located in Old Town, and groups of businesses can apply together.

Scottsdale set a hard deadline on use of funds by requiring campaigns to conclude before the city’s fiscal year ends on June 30, 2026. That makes this a short-window tool for merchants and operators who want to boost spring and early-summer demand. For local retailers, restaurants, and hospitality operators, the program is a practical subsidy for customer acquisition at a time when destination districts are fighting hard for discretionary spending.