NASHVILLE – The live show for Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash generated an estimated $30 million in direct visitor spending, a new record and an increase of 12 percent over 2019’s record-breaking $26.6 million in visitor spending, the Nashville Convention & Visitors Corp announced today.
The event provided a boost to the local economy with a record 29,118 hotel rooms sold on Dec. 31, 2021, in Davidson County, an increase over the 25,529 rooms sold on Dec. 31, 2019, growth that is more important than ever as there have been 3,752 more hotel rooms added into the market since then. The live show was the centerpiece of CBS’ five-hour New Year’s Eve broadcast from Nashville, which placed second among networks in viewers during primetime and earned 4.44 million viewers.
“These exceptional numbers not only point to the success of the event and the popularity of Nashville as a destination but also to our optimism for recovery as we begin to truly get out from under COVID,” said Butch Spyridon, CEO of the Nashville Convention & Visitors Corp. “On top of the enormous economic activity that benefits the city, being able to promote Music City for five hours on network television is the kind of advertising opportunity we could never afford.”
As previously announced, attendance was approximately 200,000 over the course of the night, according to NCVC estimates and the Metro Nashville Police Department. Attendees 11 and up were required to either submit a negative COVID test or could volunteer proof of vaccination to gain entry.
The show at Bicentennial Capitol Mall State Park was anchored by headliners Dierks Bentley and Lady A, with additional mainstage guests including Ingrid Andress and BRELAND. The highlight was the Nashville Music Note Drop® at midnight, accompanied by fireworks and confetti. It was the 13th New Year’s Eve event for the city and fifth year at Bicentennial Capitol Mall State Park. There was no 2020 public event due to COVID-19.
Other key highlights of Nashville’s Big Bash included the following:
- Visitors made up 40 percent of attendees.
- Majority of visitors came from the Southeast at 41%, with the Midwest second at 31%, then West at 14% and Northeast at 12%.
- Three-fourths of visitors said New Year’s Eve and Nashville’s Big Bash were the top reason that brought them to Nashville.
- Hotels were the top choice for accommodations at 74%, followed by home rentals at 16%. Staying with friends and family was 9%.
- Davidson County hotel occupancy on Dec. 31, 2021, was 79%.
Major live events will continue to play a significant role in helping get Nashville’s hospitality industry back on its feet this year. Hospitality is an important part of Nashville’s economy as the second-largest industry, creating tens of thousands of jobs, generating tax revenue and bringing business activity to all parts of Davidson County.
As the pandemic has surged and waned, signs of a tourism rebound appear:
- Hotel tax collections in October 2021 represented the highest single month’s collection in the city’s history.
- Major events with network television have been broadcast recently from Nashville. In addition to Nashville’s Big Bash, the Music City Bowl and U.S. Figure Skating Championship were nationally broadcast on network television.
- Upcoming major live events the first half of 2022 include the SEC Women’s Basketball tournament, St. Jude Rock ‘n’ Roll Marathon & Half Marathon, CMA Fest, and Let Freedom Sing! Music City July 4th.
The Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash live event was produced by the Nashville Convention & Visitors Corp for the city of Nashville and presented by Jack Daniel’s. Partners included Advance Financial, The BIG 98, Coca-Cola Consolidated, Dr Pepper Zero, Elysian Brewing Company, Ferguson Bath, Kitchen & Lighting Gallery, Gray Line Tennessee, Korbel California Champagne, Kroger, Michelob Ultra, Nashville Farmers’ Market, Tennessee Department of Tourist Development, Tennessee Highway Safety Office: Fans Don’t Let Fans Drive Drunk and Tennessee State Parks.
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The Nashville Convention & Visitors Corp
The mission of the Nashville Convention & Visitors Corp is to maximize the economic contribution of the convention and tourism industry to the community by developing and marketing Nashville as a premier destination. Visit the NCVC’s website at www.visitmusiccity.com and follow us on social media:
