Music Tourism
I’m not one to say I told you so…but I’ve been saying it for well over a decade (so, I guess I just did). The nighttime economy (and especially music) should be a critical component of every community development strategy. And the Taylor Swift phenomenon proves it.
There was a time we traveled to see things. Then we traveled to taste things. Now, we travel to experience. And that experience is increasingly music…and we have the internet to thank.
Prior to Al Gore’s magnificent invention, it was virtually impossible to know where and when your favorite artist would be playing (not to mention there were far fewer acts that we followed). But today, it takes seconds to jump to a favorite artist’s site and determine if they’ll be within driving range this year or in a destination you’ve always wanted to visit (a two-fer).
Case in point, Terri and I have yet to experience Red Rocks (I KNOW, in my best Craig Ferguson impression). But when Heart announced their 2024 tour (now sadly postponed) we pounced on the opportunity and scored our tickets. To be sure, they were playing cities we could have driven to much more easily (and less expensively). But, we wanted the two-fer.
And now, with American Swifties jumping on jets to see their star in Europe? You better believe that music, entertainment and sporting events are the new magnets for experiential travel. I mean, hey, I can drive two hours to see the Chicago Bears play anytime. But seeing them this year in London? How cool would that be?
So, how does that impact communities that can’t host Taylor, Beyonce or Bon Jovi? It’s called scalability…and it takes a page from the concept of the Long Tail.
If your community has a music venue that can hold 600-1,000 people, you can be a music destination. Two of our favorite examples are The Harvester (a half-hour drive away from Roanoke in Virginia's Blue Ridge) and the Arcada (in a suburb of Chicago). The Harvester specializes in roots rock, Americana, bluegrass and more. The Arcada makes its bones on 70s and 80s bands, tribute acts and artists that have a strong fan base (like the amazing show we saw from Kiefer Sutherland a few years ago).
Yeah…we are Kiefer fans and stumbled upon his music, which is surprisingly solid. As we perused his website, we clicked on his tour dates and realized he was playing just a couple hours away. That’s all we needed to make a road trip to St. Charles, do dinner, some shopping and spend the night…after spending a couple sensational hours with Kiefer.
And while working in Virginia’s Blue Ridge a few years ago, we made the trek to the Harvester to see the amazing Sam Bush. You may never have heard of him, but he packed the place.
I totally get that you may not have as diverse of a musical palette as we do, nor the drive to travel to see musical artists…but, here’s the thing. Music as a means to inspire a nighttime economy is critical to destination development in so many ways:
It inspires day trips to become overnights It provides a reason for consumers not considering your destination to give it a try.
It gives your residents a reason to stop saying there’s nothing to do around here.
It shows prospective businesses and site inspectors that employees and significant others will have something to do if they locate in your community.
And, it all comes down to the DMO’s Calendar of Events. It absolutely must showcase the nighttime economy between weekend events, tournaments and festivals.
At least, if the DMO wants to be a relevant player in driving overnight visitation.
Because, if I can drive home after dinner in your town, I will. Give me a smokey blues band at that club down the street, and I’ll stay. But, I gotta know it's there.
Until next time,
Bill
