Nashville Owns the Country Music Tourist – Can it Compete Globally With Mega Events?
Skift Take
Nashville’s ambition to host mega events shows it wants to be a major player. But while the city’s rebranding is attracting more diverse visitors, the real challenge lies in breaking free from its roots.
Nashville has its eyes on hosting the Super Bowl, March Madness Final Four and Wrestle Mania. "Going after mega events" is a key objective, said Deana Ivey, CEO and president of Nashville Convention & Visitors Corp.
Last year, the city hosted the NASCAR Ally 400, one of the premier NASCAR Cup series events, but Ivey wants more. She expects the new $2.1 billion, 60,000-seat Nissan Stadium with a planned 2027 opening to help.
Ivey, appointed as CEO last year, has been with the bureau since 1997. As chief marketing officer, she helped develop the brand 'Music City' to market Nashville as a destina
