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Staff cites record New Year's Eve attendance and readies international marketing for new flights
Summary
Staff reported 220,000 on-site New Year's Eve attendees and 6.9 million TV viewers; the commission's marketing team described plans to promote new Icelandair and Aer Lingus flights and ongoing programs such as Dine Nashville.
Dina (last name not provided), staff, summarized the New Year’s Eve event and broader marketing activity, saying the live broadcast on CBS drew an estimated 6.9 million viewers and that on-site attendance at Bicentennial Park reached a record 220,000.
Dina said the broadcast functioned as “a 5 hour commercial for Nashville” and that event-related outreach and partnerships included a sober space, safe-bar training, outreach partners such as Cumberland Heights, and accessibility supports coordinated with Culture City. She reported an estimated $41,000,000 in direct visitor spending connected to the event and said survey results showed 83 percent of attendees came specifically for the New Year’s Eve event.
Heather, marketing staff, outlined the international marketing plans tied to two new nonstop flights launching in April: Icelandair on April 10 and Aer Lingus on April 12. Heather said staff are targeting the U.K., Ireland, the Nordic countries, France, Germany and the Netherlands with programmatic digital marketing, content partnerships and social promotion, and that a launch event is planned in Dublin on March 11 in coordination with Aer Lingus.
Staff also reviewed ongoing promotional programs: a winter-promotion umbrella, targeted discount tickets with local attractions, and Dine Nashville, which entered its fourth year and includes chef-collaboration events and restaurant-week participation aimed at encouraging visitation during slower months.
Dina said negotiations with CBS to continue the televised New Year’s Eve broadcast are underway and that staff expect a decision in the coming weeks. She also noted a site visit for a Special Olympics 2030 U.S. Games bid—if successful, staff estimated the event could be worth about 40,000 room nights.
