Nashville’s annual New Year’s Eve event, Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash, has proven to be a significant economic driver for the city. Held at the Bicentennial Capitol Mall State Park, the event generated a record-breaking $41 million in direct visitor spending, with an all-time high attendance of 220,000 people. Deana Ivey, President and CEO of the Nashville Convention & Visitors Corp, highlighted the event’s success in attracting visitors during a traditionally slow period for the industry.
The event, featured for the fourth year on a five-hour CBS New Year’s Eve special, underscores Nashville’s growing reputation as a premier destination for major events and entertainment. Major travel outlets have recognized Nashville as a top destination for 2025, including Frommer’s, Daily Mail (U.K.), and AAA’s travel recommendations.
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The Big Bash was headlined by GRAMMY award-winning artist Keith Urban, alongside other notable performers such as Kane Brown and Jelly Roll. The event was free to attend and included performances by Shaboozey and Brittney Spencer.
A survey of attendees revealed that 68% chose hotels for accommodation, while 16% opted for short-term rentals like Airbnb. Hotel demand in downtown Nashville saw a 7.2% year-over-year increase, with an 88% occupancy rate on New Year’s Eve. Most attendees cited the event as the primary reason for visiting Nashville, and 90% were first-time attendees.
The event also emphasized inclusivity and sustainability through partnerships with community organizations. Initiatives included providing free water and hot drinks, offering an alcohol-free area, distributing sensory bags, and training bartenders in safety measures. Environmental efforts resulted in 880 pounds of compostable material being diverted and significant food donations to local charities.
Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash is produced by Music City Inc., a foundation of the Nashville Convention & Visitors Corp, and is presented by Jack Daniel’s. The event is supported by numerous partners, including Aer Lingus, Nashville International Airport, and several local and national sponsors.
The Nashville Convention & Visitors Corp aims to maximize the economic contribution of the tourism industry by promoting Nashville as a premier destination. For more information, visit their website at www.visitmusiccity.com and follow them on social media @VisitMusicCity.
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Kidsville Family Walk Returns to Nashville Park
The second annual Kidsville Family Walk, organized by the Centennial Park Conservancy and presented by Primrose Schools, is set to take place on February 15, 2025, at Nashville’s Centennial Park. This free event for families will feature engaging activities such as a Storybook Walk, a children’s dance party, arts and crafts, and an Instrument Petting Zoo hosted by the Country Music Hall of Fame®. Supported by various sponsors and community partners, the event aims to promote outdoor activity and community engagement. For more information, visit the Kidsville Family Walk website or the Centennial Park Conservancy website.