CMA Music Festival Sets New Record At $46.8 Million In Direct Visitor Spending
July 9, 2015 at 1:40 PM (PT)
The 2015 CMA MUSIC FESTIVAL generated a record $46.8 million in direct visitor spending. That is an increase of $7.5 million over last year’s numbers, according to the NASHVILLE CONVENTION & VISITOR'S CORP (NCVC). For the first time, the NCVC was able to calculate non-ticket holder direct spending, which represents an additional $13.6 million in direct visitor spending, driving total spending to $60.4 million.
In addition, the NCVC’s survey results showed:
- 83% of attendees traveled more than 50 miles
- 46% of attendees were attending for the first time
- 87% indicated they were likely to return next year
- 55% have an annual household income of $75,000 or more
- 10% of visitors were from international markets
The figures are based on the NCVC’s onsite/in-person surveying of 2,219 attendees during the event in JUNE.
“As the city’s largest event, CMA MUSIC FEST continues to outperform itself year after year, generating more visitor spending than any other event and providing prime-time national TV exposure for MUSIC CITY,” said VECTOR MANAGEMENT President and NCVC Board of Directors Chairman KEN LEVITAN. “The CMA’s expansion of the footprint, offering more free music than ever before and extending event days all resulted in record spending, record attendance and record room nights sold. These figures show the CMA’s strategy of keeping the event at an affordable value is important to the overall growth of the event.”