Nashville’s July 4 Generates $8.14 Million in Direct Visitor Spending
Visitor Spending, Attendance and Approval Rating Increases From 2016 Event
NASHVILLE – Nashville’s 2017 Independence Day celebration generated $8.14 million in direct visitor spending, a 15 percent increase over the 2016 figure of $7.1 million, the Nashville Convention & Visitors Corp announced today. Let Freedom Sing! Music City July 4th presented by Dr Pepper Cherry featured country music hitmaker Chris Young, the GRAMMY-winning Nashville Symphony performing at Ascend Amphitheater and the largest fireworks show in the country for the third straight year.
“This family-friendly event continues to deliver great national and international media attention, strong attendance and outstanding economic activity for the city,” said Beth Seigenthaler Courtney, president and managing partner at DVL Seigenthaler, who serves as NCVC board chair. “Along with other major festivities like New Year’s Eve and CMA Fest, these events have emerged as major economic drivers for Nashville and are important contributors to our popularity as a destination.”
As previously announced, attendance was estimated by the Metro Nashville Police Department at 240,000 for the July 4 event, a significant level given that the holiday fell on a Tuesday, and there were more out-of-town visitors than in 2016.
More than half of visitors said they traveled to Nashville specifically for the Let Freedom Sing! event. Attendees rated the downtown event a 9.2 on a 10-point scale, saying they would recommend it to others for next year.
Other research highlights for the 2017 event included:
- Average travel party was 4 people, up from previous years.
- The number of families attending was at its highest level at 41 percent.
- The share of international visitors was 9 percent.
- The number of visitors staying in hotels dipped to 65 percent from 72 percent the last couple of years. Home rentals, such as Airbnb and VRBO, have been trending upward.
Let Freedom Sing! was highlighted by Conde Nast Traveler Online as one of “The Best 4th of July Fireworks in the USA” and also Travel + Leisure Online as one of “The Best Fourth of July Celebrations Across the U.S.”
The Let Freedom Sing! event featured a new concert stage location at Fifth and Broadway and the diverse lineup also included the Nitty Gritty Dirt Band, the genre-blurring ensemble of “Fishin’ In The Dark” and “Mr. Bojangles” fame; R&B artist Jonny P; and folk rock duo The Sisterhood, featuring Alyssa Bonagura and Ruby Stewart, daughter of rock icon Rod Stewart.
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: