The story behind the directory
The Veteran's Appreciation Program was founded on Veterans Day, 2015, by Larry Sharp, a disabled Vietnam-era veteran who believed appreciation should be visible, not just spoken. What started as one veteran reaching out to local businesses has grown into a program spanning 15 Tennessee communities.
Started by a veteran, for veterans
The Veteran's Appreciation Program was founded on Veterans Day, 2015, by Larry Sharp, a disabled veteran of the Vietnam era. Larry believed that appreciation for those who served shouldn't just be spoken — it should be visible, practical, and something a veteran could actually use.
What started as one veteran personally reaching out to businesses across East Tennessee grew into something bigger: a real gap Larry saw firsthand. Businesses wanted to honor veterans and military families, but didn't always have a clear way to do it. Veterans, in turn, often didn't know which businesses nearby were willing to help.
Today, the program spans 15 Tennessee communities, connecting veterans and military families with businesses that back their service with a real discount — not just a thank you.
Our mission
The program started the way it still runs today: one conversation at a time. Larry personally visits businesses across Tennessee, shares what the program is about, and asks them to consider offering a discount to the veterans and military families in their community.
The mission is simple — make it effortless for a veteran to find a business that genuinely wants to thank them, and give local businesses a real, organized way to show that gratitude instead of it getting lost in good intentions.
Our mission statement
The Veteran's Appreciation Program of Tennessee is a for profit business born on Veterans Day 2015 by a disabled Veteran from the Vietnam era. The organization aspires to enlist and promote concerned businesses committed to providing discounts on products or services to Veterans and the Military that have given so much to us.
Our Veterans and Military will benefit because of your gratitude and appreciation as a contributor in thanking them for their service. In addition to helping them you will be supporting your own business in as much we will make Veterans and Military organizations aware of your discount and post your business on our website so that other Veterans/Military will know and can visit your business.
Further we will provide a decal to post on your door or window of your business identifying you as a member of the Veterans Appreciation Program.
We donate to Veterans organizations such as The Ben Atchley State Veterans Home. In addition, we try to provide a bridge to Veterans to fulfill their needs by assisting in being a source of information for Veterans services and providing help, especially to rural placed Veterans, that may have been ignored, forgotten or have given up looking for help out of frustration.
Why this matters
Thousands of veterans and military families live, work, and raise families across Tennessee. Most local businesses want to honor their service — they just don't always have a clear way to do it, and veterans don't always know where to look.
The Veteran's Appreciation Program closes that gap. We personally reach out to Tennessee businesses willing to offer real discounts to veterans and military members, then organize everything in one place so it's easy to find — by city, by county, or by the kind of business you need.
Common questions
Is it free to find a discount?
Yes. The directory is completely free for veterans, active-duty service members, and their families to use — no sign-up required.
How do I know if a discount is still valid?
Each listing reflects what the business has told us directly. If you run into an issue at a specific location, let us know through the Contact page so we can follow up.
How do businesses get added to the list?
Larry and the team personally reach out to Tennessee businesses to invite them into the program. Business owners can also apply directly through the Get Your Business Listed page.
Is this a nonprofit?
The Veteran's Appreciation Program is a for-profit business, but its mission goes beyond listings — the program also supports veteran-focused organizations and works to connect veterans with additional resources.