The tourism office is hoping to have the application available online Sept. 15. The first funding cycle will be Oct. 1 through Dec. 1, followed by a second cycle next spring.

Mike Deaver, deputy director of tourism for the state, said Missouri, which has had a cooperative funding program for a decade, averages 120 applications annually. It funded all 120, at various levels, last year. "We think we're going to really get bombarded the first month or two," he said.

"There's some pent-up demand, is my impression," McClelland said.

"I just feel a tremendous urgency from some of the people trying to capture the winter marketing season," said Leigh von der Esch, managing director of tourism for the Governor's Office of Economic Development.

Von der Esch said she expects the co-op funding to help promote new advertising and promotion activities or events. In other cases, it might help organizations "expand their reach," she said.

Board member Colin Fryer suggested preference for anything that helps boost off-season tourism. "In Moab, they don't need any more visitors in May," he said. "They need more visitors in November, and I think almost all parts of the state have similar kinds of 'shoulder' seasons."

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