NIVA Says Independent Stages Generate $153.1B in Economic Investment in the US

Photo Credit: NIVA

Independent stages generate $153.1 billion in economic investment across the U.S. based on the NIVA State of Live survey.

At the opening session of the NIVA ‘25 today, the National Independent Venue Association (NIVA) unveiled the results of its first-ever comprehensive national economic impact study, The State of Live. Conducted by leading economic research firm TEConomy Partners, this crucial report provides clear evidence of the vital role independent venues, festivals, and promoters play in powering the United States economy and sustaining local communities nationwide.

The study reveals that, in 2024 alone, independent live venues, festivals, and promoters contributed $86.2 billion directly to the U.S. Gross Domestic Product (GDP)—more than the U.S. beer, gaming, and airline industries.

Independent stages generated a staggering $153.1 billion in total economic output, including indirect effects from fan spending, tourism, and local businesses. The independent live sector supported more than 908,000 jobs across all 50 states and Washington, D.C., and paid more than $51.7 billion in wages and benefits.

Further, independent stages have a significant impact on tourism, accounting for approximately 9.2% of total U.S. travel and tourism revenue. That translates into over $10.62 billion in annual visitor spending on lodging, dining, shopping, and local transportation.

“Independent venues are more than stages for entertainment; they are economic engines and cultural lifelines,” said Stephen Parker, Executive Director of NIVA. “This report underscores the urgent need for policy reforms and public investment to sustain these indispensable community anchors.”

Key findings from The State of Live report include:

• $153.1 billion in total economic output, driven by fan spending on lodging, dining, shopping, and transportation
• $86.2 billion contributed to the U.S. GDP
• 908,000 jobs supported nationwide
• $51.7 billion in wages and benefits
• $19.31 billion generated annually in combined federal, state, and local tax revenues, equivalent to the entire annual budget for FEMA’s disaster relief efforts.
• 64% of stages were not profitable in 2024
• 31% of all independent stages’ expenses went directly to artist and booking fees
• 91% of venues operate year-round

“Thanks to NIVA and the efforts and trust of those who responded with real data on their operations, we can tell our story,” said Sean Watterson, State of Live Task Force Chair and President and Co-Owner of The Happy Dog. “We can make our cases to the statehouses and city councils on why we matter, and how our elected representatives can help us continue to help our communities.”

The State of Live study serves as a critical resource for policymakers, community leaders, and industry stakeholders working to protect and grow the independent live entertainment sector.

NIVA presented the report’s key findings and recommendations today in Milwaukee, WI, during a national convening of lawmakers and other key stakeholders. The presentation will underscore the urgent need for targeted policy action to support the sector’s ongoing resilience and growth.

The National Independent Venue Association (NIVA) is the national trade association representing thousands of independent live entertainment venues, festivals, promoters, and more. NIVA works to preserve and nurture the ecosystem of live entertainment. NIVA also empowers members and their teams with member benefits, advocacy on the state, local and federal levels, an annual industry-leading conference, and more.

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