Promotional Program: Shop & Dine in Midlothian

Updated September 9, 2025

Midlothian Economic Development has established the Midlothian Promotional Incentive Program to support local businesses in attracting customers to our city.  This initiative is intended to provide eligible businesses, including non-profit businesses, with promotional funds to highlight their businesses and attract customers from outside our city. Through this Program, the MED will reimburse up to 75% of advertising expenses upon the completion of the promotional campaign.

Eligibility Criteria

Eligibility Criteria:

  • Businesses must fall into one of the following categories:
    • Restaurants: Food establishments without drive-through service.
    • Local Brick & Mortar Retailers: Businesses whose primary activity is the sale of taxable goods.
  • Locally owned and operated businesses with drive-through service may request an exception from the MED Board. The MED Board may grant an exception to the eligibility criteria in its sole discretion.
  • National chains with another location within 12-miles from a Midlothian location are not eligible.

Program Requirements

Program Requirements:

    • Advertising materials (including print, audio, and digital media) must prominently feature the word “Midlothian” as a key part of the message. “Midlothian” must be a primary visual or verbal element after the product and business’s name or logo. “Midlothian” must be clearly visible, legible, and/or clearly stated, depending on the medium. Inclusion of “Midlothian” only in a business address, fine print, or as a passing mention does not meet this requirement and may result in ineligibility for reimbursement.
    • Promotional materials may not advertise other locations.
    • The business must be located in a non-residential property that complies with all city regulations.

 

  • The following advertising expenses are reimbursable:
    • All costs associated with the production and implementation of the advertisement (provided that at least 80% of the campaign targets residents outside the Midlothian city limits); and
    • Software expenditures.
    • Any internal production costs are not eligible for reimbursement.

 

  • Maximum Reimbursement: $5,000 per business.

Application and Disbursement Process

  1. Application Submission:
    • Applications must be submitted to info@midlothian-tx.org.

    • Applications will only be considered if they meet all criteria and requirements outlined in the Program and provide all the information in the application.

  2. Approval:
    • MED staff will evaluate applications for compliance to Eligibility Criteria and Program Requirements. Grants will be awarded in the order they are received, with preference given to advertising campaigns with the earliest completion date.
    • The final advertisement that will be used must receive approval by MED staff prior to its implementation.
    • In its sole discretion, MED staff will make a determination on whether applications meet Eligibility Criteria and Program Requirements, and advertising materials meet the Program Requirements. Businesses may appeal such decision, and such appeal shall be heard by the MED Board.
    • The number of grants awarded will be based on the amount of funds authorized by the Midlothian City Council in the MED budget.
    • Upon approval, the MED will provide written confirmation (“Notice”) that the MED funds will be awarded to the business. The Notice will include the amount of funds awarded, the timeline for completion, and other information that must be provided to the MED before payment is delivered. The MED is not obligated to provide funds if the business fails to comply with the Notice.
    • MED staff will provide regular Program updates to the MED Board and City Council.
  3. Reimbursement:
    • Prior to the payment of MED funds, the business must provide:
      • Verification that the advertising campaign has been completed and that it complies with the Program and MED Notice.
      • A completed City of Midlothian vendor packet.
      • Documentation verifying that all advertising expenses have been paid in full.
      • MED will disburse funds to the applicant within 30 days of receiving and verifying the required documentation.
    •  
Apply Now

Once you email your application MED Staff will send you a confirmation and may request additional information. 

Post-Campaign Reporting

To assess the Program’s impact, recipients are required to meet with MED staff to complete a follow-up interview to measure the outcomes of the advertising efforts. This must be completed within 60 days of receiving MED funds. If the business fails to provide the information, the business may be ineligible to receive future funding as determined by MED. The survey will collect data on sales activity, customer engagement, and overall effectiveness of the campaign.

Program Restrictions

  • Businesses are ineligible to participate in the Program if they are owned by, or provide compensation to any staff or board members of the MED, council members of the City of Midlothian, or immediate family members of any staff or board members of the MED, or council members of the City of Midlothian.
  •  Only businesses that fully meet all Eligibility Criteria and Program Requirements will be considered for reimbursement.
  • Each business may receive funding from only one program category per MED fiscal year. (Oct. – Sep.)
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