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2009 CMA MUSIC
FESTIVAL ATTENDANCE UP 7.2 PERCENT
By Wendy Pearl
© CMA Close Up® New Service / Country Music
Association®, Inc.
CMA Music Festival hit an all-time high attendance
record in 2009 despite a downturn in the economy and
a general decline in festival attendance across the
nation with a 7.2 percent increase over 2008 during
the four-day Festival, Thursday through Sunday, June
11-14, in Downtown Nashville.
"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."
The average daily attendance in 2009 was 56,000. By
comparison, in 2008 the average daily attendance was
52,000. The uptick was felt in single concert
tickets and attendance in the Festival's free zones
and concert venues including Riverfront Park, which
was free to the community for the first time.
Fans definitely enjoyed themselves and made it known
at the box office. Tickets for CMA Music Festival
2010, which will be held June 10-13, went on sale
Saturday and consumer ticket sales, which include
pre-sale tickets, are up 4.6 percent over 2008. 2010
CMA Music Festival tickets go on sale nationwide
today.
"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," remarked Genovese.
When the final counts were tallied Sunday night,
there was a slight 3.6 percent drop in four-day
ticket sales. The biggest increases were in single
night tickets, which increased 19.5 percent, and
record attendance in the free areas - including
Riverfront Park, the Dr Pepper®-McDonald's® Family
Zone, Fun Zone, Sports Zone, and the new Music City
Zone on the Public Square at Metro Courthouse.
"The Music City Zone was a hit and is a lock for the
future - more value, more music, more fun!" said
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. And it is seems that 2009, was a boon to
business again. Figures for 2009 will be released at
a later date.
"This was another home run," Spyridon said. "Hotels
were full, sales were up downtown, and it seemed
like the fans came earlier than ever."
"This was absolutely the best CMA Music Festival
EVER," said Brenda Sanderson, owner of The Stage on
Broadway, Legends Corner, Second Fiddle and
Nashville Crossroads. "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 VAULT(tm) 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."
And it all benefits children and music education in
Music City. The artists and celebrities
participating in CMA Music Festival donate their
time. They are not compensated for the hours they
spend signing autographs and performing. In
appreciation of their exhaustive efforts, CMA
donates half the net proceeds from the event to
music education on their behalf through a
partnership with the Nashville Alliance for Public
Education called "Keep the Music Playing." To date,
CMA has donated more than $2.2 million on behalf of
the artists who participate in the Festival.
To supplement the thousands of instruments purchased
by funds from the Festival, the Nashville Alliance
collected gently-used band instruments in the Dr
Pepper-McDonald's Family Zone, including a clarinet
from "American Idol" finalist Bo Bice. The potential
value of the program prompted the Country Music Hall
of Fame® and Museum to be a drop off location for
the instrument drive through the end of June.
Instruments may be dropped off during regular Museum
hours at Guest Services in the Conservatory. As an
added incentive, the Museum is offering a $5
discount off admission to the Museum for up to five
family members that can be used until Dec. 31, 2009.
This year, the Hard Rock Cafe Nashville stepped up
to support the music education program by creating
two collectible pins for the Festival with funds
going to support "Keep the Music Playing." By
Friday, the CMA Music Festival branded guitar pin
was sold out.
"We are thrilled about how well-received Hard Rock's
partnership with CMA has been by the fans during
this 2009 CMA Festival season," said Vilma Salinas,
Sales and Marketing Manager for Hard Rock Cafe
Nashville. "Thanks to the success of our co-branded
pin program, Hard Rock is pleased to foster
continued music education and help 'Keep the Music
Playing' for many years to come in Music City."
CMA Music Festival is - and always will be - about
the fans and their relationship with the artists and
the music. The theme is universal and in 2009,
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).
The Festival got underway Wednesday with Grand
Marshall Rodney Atkins leading the way for "The
Fifth Annual CMA Music Festival Kick-Off Parade."
Following the procession, the fun kicked into high
gear with "The Fourth Annual CMA Music Festival
Block Party" on the Sommet Center Plaza Stage.
Atkins, Jason Michael Carroll, Eric Church, Emerson
Drive, LoCash Cowboys, The Lost Trailers, James
Otto, and Trent Tomlinson performed for an estimated
crowd of more than 6,000.
Nightly Concerts on the VAULT(tm) 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.
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 2:00
AM.
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
3:00 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, and Jimmy
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.
Martina McBride made a surprise appearance to sing
the Kid Rock/Sheryl Crow duet "Pictures" 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's lineup featured Trace Adkins, Jamey
Johnson, Martina McBride, Josh Turner, Lee Ann
Womack, and Wynonna (with a special appearance by
The Judds). 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!" With that introduction,
Naomi joined her daughter for a reunion of The Judds.
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. Heidi Newfield
performed an acoustic set.
"I'm really proud to be back here this year,"
Chesney said to the adoring crowd. "Thank you for
loving Country Music."
Riverfront Daytime Stage
After an hour-long delay due to rain and high winds,
fan favorite Gretchen Wilson got the 2009 CMA Music
Festival off to an energetic start Thursday morning
during the kick-off concert at Riverfront Park. Fans
were waiting before dawn to see the powerhouse
performer.
The stage bustled throughout the four days with a
talented roster of outstanding performers delivering
longer sets for the appreciative crowd. In all, 44
acts performed nearly 32 hours of concerts over the
four days.
Sommet Plaza Stage
The single stage at Riverfront made it easier
between sets for fans to experience some of the
other daytime concert venues in the new Music City
Zone, the Sommet Center Plaza Stage, and the Hard
Rock stage in the Fun Zone.
The lineup at the Plaza Stage included 39 acts
performing 20 hours of concerts. The lineup included
up-and-comers, established stars, and legends. The
Hard Rock stage hosted 33 acts performing for nearly
18 hours. The venue also presented several
songwriter performances, featuring 15 of Nashville's
best tunesmiths.
Greased Lightning® Fan Fair® Hall
The state of continuous commotion that's been the
standard for the Greased Lightning Fan Fair Hall was
back in force with 433 artists and celebrities
appearing at the Nashville Convention Center.
Exhibit booths sold out with 86 exhibitors.
Attendance over the four days exceeded 53,000.
Making her first appearance in the Exhibit Hall in
13 years was Reba McEntire, signing 350 autographs.
Also signing this year were Carrie Underwood, who
signed for four hours, and Taylor Swift, who signed
for five hours Sunday. Dedicated fans camped out on
the street outside of the Exhibit Hall starting at
2:30 PM Saturday for an opportunity to be first in
line to meet Swift on Sunday.
Jennifer Kardell, 23, from Lincoln, Neb., was camped
out to be first in line to meet Underwood. "We were
definitely dedicated to being the first in line,"
she said. "A lady here in line was saying that there
were always these same two guys in front; that was
their goal as long as they've been coming here. And
she was like, 'They'd better watch their back!'
We're the new competition!"
Autograph seeking as a competitive sport aside,
there are perks for the patient. Neal McCoy stopped
by at 7:00 AM Thursday to visit with the people
waiting to get into the Nashville Convention Center.
Swift signed 500 autographs in the Big Machine
Records booth and stayed from the moment the doors
opened until closing time. Another 400 to 500
"hopefuls" waited all day Sunday for a slim chance
of meeting her. She was able to hug a few of the
hopefuls and sign autographs for a few more as she
had to made her way out of the Convention Center for
her LP Field sound check.
Other popular draws were Jason Aldean, Rodney
Atkins, Dierks Bentley, Jason Michael Carroll, Bucky
Covington, Emerson Drive, Julianne Hough, Lady
Antebellum, The Lost Trailers, Montgomery Gentry,
James Otto, LeAnn Rimes, Chuck Wicks, Gretchen
Wilson, Wynonna, and Zac Brown Band.
Durango® Boots presented the Acoustic Corner, which
launched in 2004 as a showcase for independent
artists, featured 24 solo or group performers. The
area on the second floor of the Convention Center
hosted a steady stream of fans during nearly 18
hours of music.
Premiere on the Air
CMA's official radio partner, Premiere Radio
Networks, brought 20 of Country radio's top-rated
stations from markets including Atlanta, Baltimore,
Charlotte, Cleveland, Columbus, Denver, Detroit,
Houston, Indianapolis, Los Angeles, Louisville,
Nashville, Norfolk, Phoenix, Portland,
Raleigh-Durham, San Diego, Seattle, Tampa,
Washington, D.C., and overnight syndicated radio
program "After MidNite with Blair Garner" to
Nashville for three days of remote broadcasts from
the Convention Center. Seventy-five artists and
celebrities participated in the remotes reaching
14.7 million listeners ages 12+ according to
Arbitron Nationwide Fall 2008 figures.
CMA Music Festival Merchandise
The official CMA Music Festival merchandise line was
very popular with attendees. According to Music City
Merchandise, which designs and produces the
collection, the Festival experienced record sales in
2009. The most popular items were related to the
weather with CMA Music Festival rain ponchos and
pink tank tops popular choices with attendees. Music
City Merchandise, which had booths at the Greased
Lightning Fan Fair Hall, Daytime Stage at Riverfront
Park, Dr Pepper-McDonald's Family Zone, the Sommet
Center, and VAULT Concert Stage at LP Field, has
been CMA's merchandise partner for the past 15
years.
Sports Zone
CMA's free Sports Zone was a huge hit with
participants and fans looking for fun and friendly
competition.
The Field & Stream Celebrity Total Outdoorsman
Challenge was a highlight Thursday with Country
Music artists and other celebrities showing off
their hunting and fishing skills in a lively
competition. After casting, shooting and archery,
Rhean Boyer of Carolina Rain was first, followed by
Matt Dame from the duo Taylor Dame, and Scot Marcin,
the 2005 Total Outdoorsman Challenge winner. Boyer
will be featured in Field & Stream magazine and the
top three finishers each took home a Diamond Archery
bow.
On Friday, Field & Stream held a regional event with
50 pre-qualified local sportsmen and sportswomen
competing to move on to the National Championships
to be held Sept. 10-13, in Springfield, Mo. Tom
Boatright, of Perdido, Ala., had the best overall
score among the competitors moving on to the
National Championship, with a grand prize of
$25,000, a Yamaha ATV, a trip to Nashville for the
2009 CMA Awards, and a spread in Field & Stream
magazine.
Also on Friday, Daniel Lee Martin, of The Sportsman
Channel's "Backstage & Backroads," hosted the
Outdoor Life Save-A-Stream Charity Pro-Am with
artists and the Primos Hunting Pro staff testing
their game-calling skills in a friendly competition.
The winning team was artist John Stone and Keith
Burgess of Primos Hunting Calls. Stone donated his
$1,000 winnings to St. Jude's Children's Research
Hospital.
Another fan favorite, the K9s In Flight "Ultimate K9
Sports Show Presented by Waggin' Train," returned to
the Sports Zone with shows on Thursday, Friday, and
Saturday with packed bleechers of cheering pet
lovers.
The Mahindra Tractors Celebrity Bull Riding
Challenge returned to the Sports Zone on Friday with
artists and champion bull riders competing for the
best mechanical bull ride. The event was hosted by
Susie Dobbs, singer and executive producer/co-host
of "Beyond Rodeo" on RFD-TV. The winning team, who
took home belt buckles, was professional rider Jake
Littlefield and artist Jason Brown, who also won the
event in 2008.
Sunday's "Fifth Annual New Holland Celebrity Tractor
Race, hosted by Michael Peterson" had artists and
celebrities revved up with contestants racing
against the clock through an obstacle course on a
New Holland BoomerT compact tractor. The winner in a
VERY close contest was singer/songwriter Darby
Ledbetter (last year's champion), with an astounding
time of 48.31 seconds, besting second-place finisher
Stephen Barker Liles, of Love and Theft with 48.34
seconds. Joey Feek, of Joey + Rory, defeated her
husband, Rory Feek, for a third place score of 49.31
seconds.
Dr Pepper®-McDonald's® Family Zone
Growing in popularity each year since it was
introduced in 2001, the free Dr Pepper-McDonald's
Family Zone was buzzing during CMA Music Festival
with activities for youngsters and the young at
heart.
The Family Zone was a popular destination Sunday for
the Dr Pepper-McDonald's Family Picnic, with
McDonald's providing free sandwiches to the first
500 attendees. McDonalds distributed 21,000 coupons
for McCafe Coffee, 22,000 coupons for Apple Dippers,
12,500 coupons for Fun Meals and Cookies, and handed
out 1,800 Happy Meal toys.
"We are excited to once again to have been a part of
the CMA Music Festival," said Ted Bertuca Jr., local
McDonald's Operator. "The fans coming to our booth
in the Dr Pepper-McDonald's Family Zone are always
so appreciative of our efforts. This year we served
Apple Dippers and McDonald's Fun Cookies. We
distributed coupons good for a free McCafe Coffee
and invited fans to use them while in Nashville or
back home at their local McDonald's restaurant.
"We were also pleased to be selected to provide the
food for Sunday's picnic in the Family Zone. The
first 500 fans received McDonald's Southern Style
Chicken along with Apple Dippers and Cherry Pies. We
believe in supporting the fans of the music that
made Nashville 'Music City USA.' We are appreciative
to the folks at CMA and Dr Pepper for allowing us to
participate in this wonderful event."
ABC Block Party/ABC Daytime
Drama is a staple of both Country Music lyrics and
daytime television series, and the artists and
actors met at the crossroads during 2009 CMA Music
Festival when the ABC Daytime stars of "All My
Children," "General Hospital" and "One Life to Live"
made their return at the Festival.
Cameron Mathison ("Ryan Lavery" on "All My
Children") hosted the ABC All-Star Block Party
Friday and Saturday at the Hall of Fame Park. The
Divas of Daytime: Kathy Brier and Kassie DePaiva
("Marcie McBain" and "Blair McBain," respectively,
from "One Life to Live"), and Bobbie Eakes ("Krystal
Carey" on "All My Children"), made their Nashville
debut as a musical trio at the ABC event. The Divas
also signed autographs and participated in audience
Q&A sessions along with their fellow ABC Daytime
stars.
There were special musical performances by Sara
Evans, and up-and-coming Country artists including
Sarah Buxton, Caitlin & Will, and Love and Theft.
Over the four days of the Festival, a popular
attraction was the toned-down, but hilarious ABC
reality show "Wipeout" obstacle course with rolling
log and punch wall.
"It was cool and a lot of fun to be up there, but it
is not as easy as it looks," said Johnny Edwards, of
Johnson City, Tenn., of the "Wipeout" course.
Media Coverage
More than 700 journalists from more than 200
domestic and international media outlets were
credentialed for 2009 CMA Music Festival. Among the
domestic outlets credentialed for CMA Music Festival
were ABC.com, ABC Radio Networks, AOL/The Boot,
Associated Press, Associated Press TV, Blender.com,
CMT.com, "CMT Insider," CMT Radio Network, Country
Weekly, Digital Rodeo, E! Entertainment Television,
ESPN, GAC Radio Network, GACtv.com, Getty Images,
"Good Morning America," "Headline Country," "Honky
Tonk TV," "Inside Music Row," "Larry King Live,"
Marie Claire.com, MSN.com, OK Magazine, Pentagon
Channel, People, People.com, Premiere Radio Network,
Reuters, RFD, Rhapsody.com, SiriusXM Radio, SoapNet,
The Tennessean, TrueCountry.TV, TV Guide, USA Today,
USA Today.com, Us Weekly, Westwood One Radio, and
Yallwire.com.
International media from 12 countries were
credentialed as well, including Australia, Canada,
France, Germany, Ireland, Israel, Middle East,
Netherlands, Norway, Sweden, Switzerland, and UK.
Among the 42 international outlets represented were
Bayern 3 (Germany), BBC Radio Lancashire (UK),
Highland Radio (Ireland), Morgenpost Sachsen
(Germany), NRK (Norway), and RTL (France).
Sponsorship
Sponsorship is a key element to the marketing, fan
experience and financial support of the Festival.
CMA partners gave out nearly 800,000 product
samples.
VAULT, the title sponsor of the LP Field concert
stage, distributed 70,106 samples in the Fun Zone,
LP Field, and Exhibit Hall.
"The CMA Music Festival once again proved why it is
the ultimate Country Music experience and VAULT was
proud to refresh the more than 56,000 fans," said
Neil Golson, VAULT Brand Manager. "The event gave
VAULT so many different ways to bring Country Music
to the great fans in Nashville including taking the
VAULT Taste Challenge in the Fun Zone on Broadway,
rockin' under the stars at the VAULT Concert Stage
at LP Field, and getting autographs from Montgomery
Gentry and others at the VAULT stage in the Exhibit
Hall."
Greased Lightning Cleaning Products, the title
sponsor of the Fan Fair Hall, passed out more than
32,000 samples, 25,000 glow sticks, and 12,000
yellow Greased Lightning logoed grocery bags during
the Festival.
"We are so delighted to have once again been a part
of such a legendary event," said Natalie Brooke,
Assistant Marketing Manager, Greased Lightning
Cleaning Products. "The CMA Music Festival provides
an outlet like no other for Greased Lightning to
connect with customers and promote brand awareness.
For the first time, this year, Greased Lightning
claimed title sponsorship of the Fan Fair Hall,
located in the Nashville Convention Center.
Expanding our presence in the Hall truly afforded
Greased Lightning a wonderful opportunity to get our
product into customer's hands and to celebrate with
the music industry's more loyal fans."
2010 CMA Music Festival Tickets
2010 CMA Music Festival will take place Thursday
through Sunday, June 10-13, in Downtown Nashville
and tickets are available now. Tickets for 2010 CMA
Music Festival were available to Music Festival
attendees during the event and available nationally
today. Tickets are selling at a rapid pace, 4.6
percent ahead of 2009 sales figures. Fans are
encouraged to order early for best available
seating.
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.
2010 CMA Music Festival Four-Day Ticket prices are:
Gold Circle (Sections A-E), $300; Floor (Field - all
sections including ADA - Renewable), $185; Lowere
Level Renewable, $175; Lower Level, $155; Club Level
Renewable, $155; Club Level, $145; Upper Level
Reserved, $120; Upper Level General Admission, $110.
ABC Television Special - Monday, Aug. 31
As previously announced, the Festival was filmed for
a three-hour television special "CMA Music Festival:
Country's Night to Rock" scheduled to air on the ABC
Television Network Monday, Aug. 31 (8:00-11:00
PM/ET). Robert Deaton is the Executive Producer.
Gary Halvorson is the Director. The special was shot
in high definition and will be broadcast in 720
Progressive (720P), ABC's selected HDTV format, with
5.1 channel surround sound.
This is the fifth year the special will air on ABC.
The primetime special debuted on the CBS Television
Network in 2004. The special features both the
concerts and backstage access to the artists with
heart-pounding performances interspersed with
behind-the-ropes encounters with the artists and
their avid admirers.
On the Web
The Third Annual Fan Social was held at The Stage on
Broadway Saturday, where a maximum capacity crowd of
social-networking friends met in person. The Carter
Twins, The Eli Young Band, Emerson Drive, Gloriana,
Joey + Rory, and Holly Williams performed, took
questions from fans and participated in autograph
sessions.
For up-to-the-minute information about tickets,
travel information, schedules, artists appearing at
2010 CMA Music Festival and more, visit
www.CMAfest.com. Sign up for CMA Exclusive, the
official eNewsletter of Country Music, where fans
get connected to Country and receive exciting
updates about your favorite artists, contests, free
stuff and more. Join the free CMA Mobile Community
by texting CMAINFO to 66937 (standard text rates
apply). |
