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Sacramento stresses music festivals and Terra Madre as essential economic drivers; warns promoters can move events out of state
Summary
Sacramento tourism leaders told the Assembly committee that festivals such as Aftershock and Ironman and the incoming Terra Madre Americas conference are major local economic drivers but face financial risk. Officials urged state-level incentives and tax-sharing models to keep events in California.
Mike Testa, president and chief executive officer of Visit Sacramento, told the committee that Sacramento diversified after the pandemic from a convention-driven market into a multi-event destination and that large festivals generate tens of millions in local economic impact.
Testa said Aftershock, a four‑day hard‑rock festival, draws about 160,000 attendees and more than $40,000,000 in economic impact for Sacramento; more than half of attendees come from outside California, he said. He also described Ironman California and other festivals that create…
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