NIVA's State of Live Report Reveals The Economic Impact of Denver’s Independent Stages
New Data Highlights Denver Venues’ $1.5 Billion Impact on Economy and Important Role in Supporting Tourism and Jobs
June 25, 2026 – Today, the National Independent Venue Association (NIVA), unveils the economic impact findings from the regional State of Live report for Denver, Colorado, funded in part by Denver Arts and Venues (DAV), the city’s cultural agency responsible for operating some of Denver’s most renowned facilities. The Denver report builds on NIVA’s National State of Live Economic Research Study and details the regional economic impact and situation of independent live entertainment venues, festivals, and promoters across Denver.
Denver’s independent live entertainment sector serves as both a cultural anchor and a major economic driver, producing $192.7 million annually in off-site spending that supports Colorado's hotels, restaurants, retail, and public transportation. Despite this economic impact, only 25% of independent stages in Denver reported profitability, highlighting the growing gap between cultural value and financial sustainability for these small businesses.
According to the State of Live report, annually, independent stages in Denver:
Generate $1.5 billion in total economic output
Contribute $898 million directly to Denver's GDP
Pay $517.3 million wages and benefits
Return $44.6 million in annual state and local taxes
Generate $192.7 million in off-site tourism spending
Support 9,641 industry jobs and directly employ 4,097 individuals
With 300 days of sunshine, a thriving arts scene, a celebrated brewery culture, an award-winning food and bar scenes and the Rocky Mountains in its backyard, Denver remains a go-to destination for live entertainment fans. And, it’s a city whose independently opened and operated for-profit and non-profit stages welcome 3,610,244 fans through their doors annually.
Nationally, the State of Live report, released earlier this year, found that independent stages generated $153.1 billion in economic output, and contributed $86.2 billion directly to U.S. GDP, supported more than 907,000 jobs, and paid over $51.7 billion in wages and benefits — eclipsing the U.S. beer, gaming, and airline industries.
“Denver was one of the most engaged cities in the entire State of Live research project, with venues, promoters, festivals, and community leaders stepping up to tell the story of independent live entertainment,” said Stephen Parker, Executive Director of NIVA. “That level of participation says everything about this community’s commitment to sustaining and growing the small businesses who make culture happen. Denver Arts & Venues has demonstrated what's possible when a city actively invests in and champions its live entertainment ecosystem, and it's a model we'd love to see communities nationwide embrace.”
NIVA looks forward to continuing its work with independent stages across the Denver region next year when it brings NIVA '27 to nearby Boulder, welcoming live entertainment leaders from across the country while showcasing Colorado's vibrant independent stages.
Conducted by leading economic research firm TEConomy Partners, the Denver State of Live report provides policymakers, community leaders, and industry stakeholders with clear, data-driven evidence of the economic and cultural value of independent live entertainment in Denver. The findings underscore why independent stages, promoters, and live entertainment leaders must continue to have a seat at decision-making tables across Colorado when shaping economic development, tourism, and cultural policy.
To learn more about the Denver report, DAV and NIVA will present “DENVER CREATES Speaker Series: State of Live – Economic Research Study of Denver’s Independent Live Sector” in partnership with NIVA on July 15. This event will unveil Denver’s own regional economic impact report on the independent live entertainment sector. NIVA will introduce the State of Live, the first comprehensive national economic research study examining independent venues, festivals, promoters and performing arts centers across all 50 states and Washington, DC. Learn how DAV and Colorado Creative Industries (CCI) are building on this research to strengthen and support independent live performance in Denver.
The full Denver State of Live report is available HERE.
To learn more about the State of Live initiative and its methodology, 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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