Initial Research

There has been a lot of research on the impact live music has had on economies across the world. Not only has music provided cultural gains, but also a positive impact on the economy. While the live music industry has helped support musicians, the ripple effect on other industries, such as restaurants and the hospitality industry, has proven to hold even more economic stimulus than the music event itself.

As tourism continues to evolve, music continues to shape the way cities across the country and world are viewed by tourists. In 1991, Austin Texas officially adopted it’s slogan “The Live Music Capitol of the World”, upon discovering it had more live music venues per capita than anywhere else in the nation. Even more inspiring is a 2014 analysis of the economic benefit of the weeklong festival South by Southwest (SXSW) held in Austin. What started off as a grassroots event in 1987 has grown from 177 artists performing in 15 venues and stages to 2,266 artists in 107 venues and stages across the City of Austin.

My first “Napa Live” event I created, occurred on September 27, 2014. It included 14 artists performing at 9 venues throughout the Downtown Napa Area. Given this event was put together in just 3 weeks with little to no support from local agencies, I am optimistic that this event would be even more successful given the necessary support and planning.

Further researching the nightlife scene of San Francisco and it’s impact on the economy, my excitement has heightened on what a proposed event could bring culturally and financially to the beautiful Napa area.  Napa is known for it’s wine industry and with wine comes great food. Unfortunately the nightlife is minimal with much of the area lights out after 8pm. 

More than half of San Francisco’s nightlife patrons are from out-of-town. These out-of-town patrons, on average, spend $120 per outing if coming from surrounding towns and $206 if coming from other regions as opposed to only $70 spent by native San Franciscans.  This information leads me to believe that for my events to be successful, I should plan them initially around other events that bring these out-of-towners into Napa. I.E. The Napa Film Festival, Napa Valley Wine Auction and other day time festivals that draw crowds for the great wine, food and music that Napa has to offer.  My goal needs to be to keep patrons out longer, ensuring they experience even more of Napa.