2009 CMA Music Festival sets all-time attendance high in spite of economic woes

Kenny Chesney closes the 2009 CMA Music Festival concerts with a packed house. Photo by John Russell/CMA.

In spite of a recession-plagued economy, this year's CMA Music Festival in downtown Nashville achieved an all-time attendance record this year, with an average of 56.000 festivalgoers each day of the four-day event, June 11-14.

The new record represents a daily increase of 4,000 more fans in attendance when compared to the 2008 CMA fest, which averaged about 52,000 attendees each day, according to CMA officials. In short, the 2009 numbers reflect an 7.2 percent increase in CMA festival attendance over last year's final crowd tally.

Overall, event organizers think the increase in festivalgoers can, in part, be attributed to the the many free events that were offered this year for the first time, including the free zones and concert venues such as Riverfront Park, as well as a rise in single-day ticket sales.

"Even with gasoline prices more than $2 a gallon and weak economic conditions around the country, we saw increases in our attendance from local and regional residents," said CMA Chief Executive Officer Tammy Genovese. "We believe that is due in large part to a strong regional advertising push, the addition of free concerts, the popularity of our artists and the entertainment value of the nightly shows at LP Field."

Although four-day ticket sales to the festival dropped on the final day of the event, Sunday, June 14, by about 3.6 percent, this year's country-music extravaganza for the fans demonstrated a large upturn in single-night ticket sales, which increased some 19.5 percent, CMA officials reported.

"The Music City Zone was a hit and is a lock for the future--more value, more music, more fun!" confrimed Butch Spyridon, president of the Nashville Convention & Visitors Bureau, which programmed the concerts and activities in the Music City Zone.

According to the NCVB, the direct visitor spending generated by CMA Music Festival in 2008 was $22 million, with initial indicators pointing to 2009 being a boon to business again. Figures for 2009, however, will be released at a later date.

"This was another home run," Spyridon added "Hotels were full, sales were up downtown, and it seemed like the fans came earlier than ever."

Crediting this year's positive CMA fest experiences as motivation to attend once again in 2010, event organizers said advance sales for the 2010 CMA Music Festival, which will be held June 10-13, went on sale Saturday. Thus far, pre-sale tickets are up 4.6 percent over 2008. (By the way, those who didn't attend this year's festival may now purchase 2010 CMA Music Festival tickets, since they went on sale nationally June 15.)

"You know you are giving the fans what they want when they put down their hard-earned money--especially in light of economic uncertainty--for an event that is 12 months away," Genovese observed.

As for the reaction to this year's festival from downtown-area merchants, Brenda Sanderson, owner of The Stage on Broadway, Legends Corner, Second Fiddle and Nashville Crossroads. "This was absolutely the best CMA Music Festival ever. Crowds were over the top and so excited to be here in Music City. CMA really created an attitude that Nashville puts on a great party. I saw a lot of families this year and people of all ages seemed to enjoy all the diverse events going on."

Surprise appearances are a hallmark of this event. And 2009 didn't disappoint. The lineup Friday night at the VAULTTM Concert Stage at LP Field included an unannounced appearance by Kid Rock. On Sunday, Sugarland delighted the crowd.

"Each year we strive to give the fans something fun and unexpected," Genovese said. "We delivered again this year."

  A snapshot glance at this year's CMA festival

Festival attendees came from every state, including Washington, D.C., and 26 foreign territories including Africa, Argentina, Australia, Austria, Belgium, Brazil, Canada, Croatia, Czech Republic, Denmark, Finland, France, Germany, Ireland, Israel, Italy, Japan, Jersey, Netherlands, New Zealand, Norway, Peru, Spain, Sweden, Switzerland and the United Kingdom (which includes England, Northern Ireland, and Scotland).

Nightly Concerts on the VAULTTM Concert Stage at LP Field

In all, nearly 30 acts participated in the star-packed Nightly Concerts on the VAULT Concert Stage at LP Field. Although lightning and high winds interrupted the concerts for three hours Thursday, fans were safely evacuated into the corridors of LP Field to wait it out. The storm passed, and the show went on, ending at 2 a.m.

Show-closer Brad Paisley had this to say from stage: "Good morning, Nashville! You guys are hardcore! Half the time I say we'll stay until 2:30, jokingly. Heck, if we play three songs, we'll be here until 3 in the morning!"

The lineup Thursday also included Dierks Bentley, Brooks & Dunn, Reba McEntire and Darius Rucker. Several artists had previous commitments, including out of town concert dates, forcing them to leave before the all clear from the weather service including Rascal Flatts, Julianne Hough andJimmy Wayne, who had been scheduled to perform an acoustic set.

Pre-show activities included the presentation of the Stars and Stripes by the United States Marine Corps Recruiting Station Nashville Color Guard and a fly over with FA-18s from The Thunderbolts of VMFA 251 from Marine Corps Air Station, Beaufort, S.C., a tradition that was a crowd-pleaser all four nights. Artist and Dancing with the Stars alum Chuck Wicks sang the national anthem, and Nashville Mayor Karl Dean officially welcomed fans to Music City for the 38th annual event, which began as Fan Fair in 1972.

Fans were treated to performances Friday by Jason Aldean, Rodney Atkins, Luke Bryan, Lady Antebellum, Little Big Town, Jake Owen, and Zac Brown Band. Additionally, Martina McBride made a surprise appearance to sing the Kid Rock/Sheryl Crow duet titled "Picture" with Kid Rock.

"He just called and asked if I wanted to do the duet with him, and I said 'Absolutely,'" McBride recalled of being asked to perform with Kid Rock. "He's a great guy and it was a blast. I had so much fun."

Saturday kept the country-stars coming

Saturday's lineup featured Trace Adkins, Jamey Johnson, Martina McBride, Josh Turner, Lee Ann Womack and Wynonna (with a special appearance by The Judds). Plus, Jason Michael Carroll delivered an acoustic performance.

After performing a selection of her memorable hits as a solo artist, Wynonna primed the crowd with an announcement: "The time has come. Get your cameras ready. It's Bring-Your-Mom-To-Work Day! So, come on out wherever you are Mama!" And with that introduction, Naomi joined her daughter for a reunion of The Judds.

Sunday's music lineup closed the festival in style

Sunday's lineup rocked the house with Jack Ingram, who was introduced by the stars of Lifetime's Army Wives Sally Pressman ("Roxie") and Wendy Davis ("Joan"), Miranda Lambert, Montgomery Gentry, John Rich, Sugarland, Taylor Swift and reigning CMA Entertainer of the Year Kenny Chesney, who capped the night and closed the festival. Also, Heidi Newfield was on hand to performed an acoustic set (and then tweeted her thanks to all the fans).

"I'm really proud to be back here this year," Chesney said to the adoring crowd. "Thank you for loving country music."

For info on the 2010 CMA Music Festival: Four-day ticket prices for the 2010 CMA Music Festival Four-Day are: Gold Circle (Sections A-E), $300; Floor (Field - all sections including ADA - Renewable), $185; Lower-Level Renewable, $175; Lower Level, $155; Club Level Renewable, $155; Club Level, $145; Upper Level Reserved, $120; Upper Level General Admission, $110.

To order tickets, call 1-800-CMA-FEST (262-3378); visit www.CMAfest.com to download an order form to fax or mail; visit www.ticketmaster.com to buy online or charge-by-phone at (800) 745-3000. Prices do not include applicable handling fees. Ticket prices are subject to change without notice. All sales are final and non-refundable. Four-day ticket package categories correspond to a different level of seating at LP Field. Children 3 years and younger are admitted free.