Midlothian approves $50,000 "Made in Midlothian / Shop & Dine" promotional grant program for small businesses

City Council on Tuesday approved a $50,000 promotional program administered by Midlothian Economic Development to reimburse local small businesses and qualifying nonprofits for up to 50 percent of outside advertising expenses (maximum $5,000 per grant) that promote goods or experiences in Midlothian.

Program components: The board divided eligibility into two tracks: a "Made in Midlothian" track for businesses that export goods or services beyond the city and a "Shop & Dine in Midlothian" track aimed at bringing nonlocal customers to local retailers, restaurants and entertainment venues. The program excludes applicants occupying more than 40,000 square feet, and advertisements must specifically promote Midlothian locations or products.

How applications will work: Staff will receive applications and verify eligibility; grants will be awarded on a first-come, first-served basis until the $50,000 budget is exhausted. MED staff and the MED board will provide regular reports to council; the board recommended the program 5-0.

Why it matters: City leaders said the program directs a modest portion of economic-development funds toward small, local businesses and nonprofits that lack marketing budgets. Council members asked for coordination with the chamber and other local promotional programs to avoid duplicative public support.

Implementation: Staff said approved grants will be reimbursed on a receipt basis and the program will be reviewed and adjusted after initial implementation; the council voted 7-0 to adopt the program as part of the economic-development budget.