Independent Stages Generate $153.1 Billion In Economic Investment Across U.S. Based On New National Independent Venue Association (NIVA) Research Study
Study, Out Today, Reveals 64% of Independent Stages Are Struggling with Unprofitability Due to Inflation, Anti-competitive Practices, and Predatory Resale.
MILWAUKEE (June 23, 2025) — Today, at the opening session of the NIVA ‘25, 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 groundbreaking 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 907,000 jobs across all 50 states and Washington, D.C., and paid more than $51.7 billion in wages and benefits. Independent stages have a significant impact on tourism, accounting for approximately 9.2% of total U.S. travel and tourism revenue, translating 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 cna 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.
To access the full report and learn more, visit www.nivassoc.org/stateoflive.
ABOUT NIVA
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 empowers members and their teams with member benefits, advocacy on the state, local, and federal levels, an annual industry-leading conference, and more.
NIVA led the Save Our Stages campaign, culminating in landmark legislation in 2020 that established the $16.25 billion Shuttered Venue Operators Grant program, the largest arts investment in U.S. history.
NIVA is committed to equity in its support of independent stages. It seeks to create and encourage opportunities for venues, promoters, and festivals owned, operated, and staffed by people of color, women, non-binary, LGBTQ+, veterans, and people with disabilities.
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