NASHVILLE – The live event for Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash at Bicentennial Capitol Mall State Park generated an estimated $38 million in direct visitor spending, a new record and an increase of 27% over the previous year’s record-breaking $30 million in visitor spending, the Nashville Convention & Visitors Corp announced today.
The event on Dec. 31, 2022, provided a boost to the local economy with a record 32,996 hotel rooms sold in Davidson County, a 13% increase over 2021’s 29,118 rooms sold. The city’s hotel occupancy rate was 85%, one of the highest ever despite the fact the city has more hotels rooms than ever before.
The live show was the centerpiece of CBS’ five-hour New Year’s Eve broadcast from Nashville, which placed second among networks in viewers for the night. The national broadcast provided the city with positive exposure that will generate additional visitation in future years.
“The response to this year’s Big Bash continues to validate this city as a global destination,” said Butch Spyridon, CEO, Nashville Convention & Visitors Corp. “Our major event strategy has never been more beneficial and paves the way for numerous future opportunities. We are grateful to CBS for carrying the Music City brand nationally with the show serving as a five-hour commercial for Nashville and are proud our event creates economic activity in the city during a typically slow time of year.”
As previously announced, attendance was approximately 210,000 at midnight, which also was a record number. The concert was free and open to the public. The show at Bicentennial Park featured headliners Brooks & Dunn, Zac Brown Band and Kelsea Ballerini, the Music Note Drop at midnight and a firework show.
Other key highlights of Nashville’s Big Bash, according to NCVC on-site surveys, included the following:
- Visitors made up 46% of attendees.
- Most visitors came from the Southeast at 42%, with the Midwest second at 25%, the West at 17% and the Northeast at 13%. Kentucky, Tennessee, Florida, Texas and Illinois were the Top 5 visitor origin states.
- Three-fourths (76%) 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 71%, followed by home rentals at 20%. Staying with friends and family was 8%.
Nashville’s Big Bash not only generated tremendous economic activity for the city and local businesses, but event organizers at the Nashville Convention & Visitors Corp partnered with local nonprofits to make sure the event gave back in additional ways.
- Ashley: Ashley provided 10 sofas, 16 accent chairs and 24 accent tables to furnish the Ashley Lounge, a heat tent for Big Bash attendees. After the event, the furniture was donated to Nashville Rescue Mission and Nashville State Community College. Nashville State will use the furniture in their hospitality program as they build a mock hotel room. In total, Ashley donated more than $23,000 worth of product. The product was hand selected by the Ashley Interior Design Team to help guests feel inspired to revamp their living spaces with on-trend Ashley product in the new year.
- Care Kitchen Outreach: Care Kitchen Outreach recovers and distributes prepared foods in the Nashville area. Nashville’s Big Bash donated 2,657 pounds of prepared food, which Care Kitchen Outreach turns around to provide to those in Nashville who are food insecure, either through nonprofit partners or directly to families in need.
- Second Harvest Food Bank of Middle Tennessee: One dollar from the sale of each event t-shirt sold at Big Bash went to Second Harvest. Event organizers are proud to have sold out of the 600 t-shirts put on sale. Through t-shirt sales and online donations, Big Bash was able to support those who are food insecure with 3,300 meals.
The Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash live event is produced by the Nashville Convention & Visitors Corp for the city of Nashville and presented by Jack Daniel’s. Partners include Advance Financial, Ashley, Crav’n Flavor, Dr Pepper Zero, Ferguson HVAC, Korbel California Champagne, 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.
The Nashville Convention & Visitors Corp and Visit Music City
The mission of the Nashville Convention & Visitors Corp and Visit Music City 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 @VistMusicCity:
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