NASHVILLE –Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash at Bicentennial Capitol Mall State Park generated a record-breaking $41 million in direct visitor spending. With an all-time high attendance of 220,000, which had been previously announced, the event showcased Nashville’s growing reputation as a premier destination for major events and its ongoing contributions to economic growth. For the fourth year, CBS featured Nashville’s Big Bash during a five-hour New Year’s Eve special, inspiring viewers to plan future visits to Music City.
“With record attendance and $41 million in direct visitor spending, Nashville’s Big Bash continues to generate enormous economic activity for the city during a traditionally slow time for our industry,” said Deana Ivey, President and CEO, Nashville Convention & Visitors Corp. “Along with some new accolades from major travel outlets, this success underscores Music City’s enduring appeal as a destination for world-class events and entertainment in 2025.”
Nashville has been recognized by major travel outlets as a premier destination in 2025, including in Frommer’s, Daily Mail (U.K.), and AAA’s10 Destinations to Put on Your Travel Bucket List.
Big Bash was headlined and co-hosted by four-time GRAMMY award-winning artist Keith Urban, along with headliners Kane Brown, an award-winning, multi-Platinum recording star, and GRAMMY-nominated artist Jelly Roll. Shaboozey and Brittney Spencer also performed during the free concert.
Other findings from the Big Bash survey and lodging results included the following:
- Hotels were the top choice for accommodations for 68% of surveyed visitors, followed by short-term rentals including, Airbnb at 16%, and staying with family/friends at 11%.
- Total lodging demand countywide (hotel and short-term rentals) on New Year’s Eve 2024 was up 2% year over year.
- Downtown hotel demand on New Year’s Eve 2024 was up a healthy 7.2% YOY. Downtown hotels had 88% occupancy.
- 83% of visitors said New Year’s Eve and this event was the top reason that brought them to Nashville, with vacationing coming in as the second reason at 10%. 90% said it was their first time attending this annual event.
- 9% of visitors surveyed were international, including from Canada, Mexico, the U.K., Denmark, Australia, Brazil and South Africa.
Big Bash partnered with community organizations to enhance the event’s inclusivity, sustainability, and safety. Partners included the following:
- Red Frogs: Volunteers distributed free cups of water, 110 vouchers for complimentary coffee or hot chocolate, and phone charging to help provide a positive atmosphere.
- Cumberland Heights: More than 600 attendees visited Sober Space, a dedicated alcohol-free area for the recovery community.
- KultureCity: 150 Sensory Bags were given to individuals who have sensory needs, including with lights and noise.
- Sexual Assault Center and Safe Bar: More than 78 bartenders were trained, and the event included 120 Safe Bar posters and 33 bar locations with drug-detecting coasters.
- Compost Nashville: 880 pounds of compostable material diverted, resulting in 290 pounds of compost and 2,288 pounds of reduced carbon dioxide.
- Care Kitchen Outreach: 2,352 pounds of food donated and distributed by Care Kitchen Outreach to the Nashville Rescue Mission.
- Accessibility: More than 30 individuals utilized the ADA-accessible viewing area, which also included an ASL interpreter. The event site offered over 40 accessible portable toilets.
- Biodegradable Confetti: 100 pounds of special biodegradable confetti used to minimize environmental impact.
This marked the 16th annual New Year’s Eve concert, which relocated to Bicentennial Park in 2016. The event included the famed red Music Note, which was dropped on a 138-foot tower at midnight to ring in the new year.
As a live event, Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash is produced by Music City Inc., the foundation of the Nashville Convention & Visitors Corp, for the city of Nashville and presented by Jack Daniel’s. Partners include Aer Lingus, Advance Financial, Crav’n Flavor, Ferguson, GCI Outdoor, Korbel California Champagne, Nashville Farmers’ Market, Nashville International Airport, NUTRL, ORCA (Outdoor Recreation Company of America), Stella Artois, Tennessee Department of Tourist Development, Tennessee Highway Safety Office: Fans Don’t Let Fans Drive Drunk, Tennessee State Parks, 103.3 Country, 95.5 NASH ICON, 97.9 The BIG 98 and 107.5 The River.
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 @VisitMusicCity.
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