The State of Live

Instructions:

• Download and share this document with your leadership, stakeholders, or members to introduce the study.

• Include it as an attachment in emails or as a handout at events.

DOWNLOAD STATE OF LIVE ONE-SHEET

The State of Live: First National Economic Research Study of the Independent Live Entertainment Sector

About the Study
The National Independent Venue Association (NIVA) is launching the first comprehensive national study of the economic contributions and challenges of the independent live entertainment sector. This includes independent venues, promoters, performing arts centers, and festivals.

The study will provide critical data to:

• Quantify the sector's contributions to jobs, tax revenue, and local economies.

• Highlight operational challenges like rising costs and declining profit margins.

• Strengthen advocacy efforts at the local, state, and national levels.

Study Deliverables

• An exclusive national report detailing the economic state of the independent live entertainment sector as a whole

• 52 one-pagers for each state identifying the economic effect of the live sector in that state

• Regional one-pagers communicating the effect of the live sector for chosen sponsored localities

Survey Audience:

• This study will present the economics of for-profit and non-profit venues, performing arts centers, festivals, and promoters.

Why It Matters

• Independent venues were among the hardest-hit industries during the pandemic and are still recovering.

• The study will showcase the cultural and economic value of independent live entertainment, arming the sector with tangible data for policymaking and funding.

• Results will include a national report, state-specific profiles, and sponsored regional reports.

How Partners Can Help

• Use our Partner Toolkit at stateoflive.org.

• Share the survey with your members and networks to ensure robust participation.

• Promote survey completion on social media using our social media toolkit. 

• Engage with regional organizers to explore community-specific profiles.

• Advocate for the independent live sector by amplifying key findings once the study is complete.

Key Dates

• Survey Period: January 7 – March 5 

• Data Analysis: February – May

• National Report Release: June 23

For questions or to get involved, contact: advocacy@nivassoc.org

Instructions:

• Use the checklist to gather and prepare the necessary documents and data needed to fill out the survey.

• For those with more than one venue or festival, be sure to review the final checklist item to ensure the survey is completed accurately.

Download Preparation Checklist

1. Survey Completion Time:

• The survey should take approximately 35 minutes to complete. However, this time may vary if you need to gather documents or if you manage, own or operate multiple venues, PACs, or festivals.

• Certain financial revenue and cost percentage questions within the survey are not required. However, we would greatly appreciate if you could complete them to better tell our sector's story.

2. Key Documents to Have Ready:

• Income Statement – For revenue and expense details.

• Payroll Report – Total payroll costs, including benefits.

• Ticketing Report – Sales data from your ticketing platform (e.g., number of tickets sold, revenue).

• Expense Report – Operational costs like rent, artist fees, insurance, etc.

• Revenue Breakdown – Income from ticket sales, food, alcohol, merchandise, sponsorships, and donations.

• Attendee Data – Total attendees, including out-of-state ticket sales (if available).

3. People to Confer with:

• CFO/Finance Manager – For income statements, payroll, and expenses.

• Ticketing Manager/Company – For ticket sales data.

• HR/Payroll Admin – For employee counts and payroll details.

• Operations Manager – For expense breakdowns.

• Event Coordinator/Talent Buyer – For event and programming data.

4. Operations: 

• Be ready to provide names, locations, seating capacity, and market geography for each venue/festival you manage, own, or promote.

5. Government/Tax Info:

• Gather any details on taxes (e.g., ticket or goods taxes benefiting arts) and government subsidies you receive.

6.  Estimated Data:

• Where exact data isn’t available, provide best estimates to keep things moving.

7.  Save Your Progress:

• ONCE YOU START THE SURVEY, YOUR WORK WILL BE SAVED. You can return to the survey later if needed. Just use the same link to continue.

8.  Multiple Organizations: 

IF YOU BOOK, OPERATE, OR OWN MULTIPLE VENUES, PLEASE READ THIS:

If you have more than one venue or festival underneath your organization’s umbrella, you have two options to complete the survey:

1. Each individual venue/festival that is a part of your organization or that you promote shows in can complete an individual survey. Please coordinate within your organization to ensure there is a lead at each venue/festival that will complete the survey: OR

2. Each venue/festival’s data can be combined into organization wide numbers and reported on a single survey. IMPORTANT NOTE: Please be sure to include each the name, location, and capacity for each venue and/or festival where you own, book, operate, or promote shows.

Instructions: 

• Customize the email with your organization’s details and personalize the salutation.

• Send this to potential partners such as associations, local business organizations, or regional networks.

• Follow up with a phone call or additional email to answer questions and encourage participation.

Dear [Recipient's Name],

I’m excited to share that [Your Organization Name] is participating as a partner in NIVA’s groundbreaking State of Live project—the first national economic research study of the independent live entertainment sector.

This research will quantify the vital contributions of independent venues, promoters, and festivals to local, state, and national economies while identifying the challenges that threaten their sustainability. It’s a critical step in securing the resources and recognition our sector deserves.

I believe [Their Organization Name] would be an excellent fit to join this initiative. Your voice and network could help ensure this project’s success by amplifying its reach and encouraging participation from vital independent stages across the country.

If you’re interested, I’ve attached the communications plan to participate in spreading the word. I’d also be happy to connect you with the NIVA team to discuss how your organization can get involved. Together, we can create meaningful impact for the future of independent live entertainment.

Looking forward to hearing your thoughts!

Warm regards,

Instructions: 

• Use the provided captions and graphics for posts on your organization’s social media platforms.

• Post our graphics on your organization’s social media story or main grid.

• Stick to the suggested posting schedule to maintain consistent engagement.

Extension Alert (February 19–March 4)

• Social Graphics:
  - The Future of Live Entertainment Starts Here
  - Let’s Rewrite The Story Together
  - There’s Still Time To Make Your Voice Count
  - Turn Up The Volume On Change
  - Your Voice Shapes The Stage
  Download Social Graphics

• Caption (Long):
  📢 Deadline Extended! @NIVAssoc’s #StateOfLive survey is now open until March 5—there’s still time to make your voice count!
  
  This first-ever national study is gathering critical data from venues, promoters, performing arts centers, festivals, and presenters to measure the true economic impact of independent live entertainment. The results will help shape funding, policy, and advocacy efforts at the local, state, and national levels for years to come.
  
  Your input is confidential, and you don’t need to be a NIVA member to participate. Let’s ensure every stage, every venue, and every story is counted.
  
  Complete the survey today: stateoflive.org

• Caption (Short):
  📢 Deadline Extended! @NIVAssoc's #StateOfLive survey is now open until March 5—make your voice count!
  
  Your input will help shape funding, policy, and advocacy efforts for independent live entertainment. Confidential. Open to all.
  
  Complete the survey: stateoflive.org

Instructions:

• Send Email 1 during the first week of the survey period (January 7–10) to announce the project.

• Send Email 2 as a last-chance reminder (February 12–15) to encourage responses.

• Personalize the emails with the recipient’s name and a closing line reflecting your organization’s tone.

Email 1: Launch Announcement (January 7–10)

• Subject Line: Your Voice Matters: Take the State of Live Survey

• Body:
  Dear [Member's Name],
  
  Independent live entertainment venues, promoters, performing arts centers, and festivals are the lifeblood of our communities. They bring people together, drive local economies, and preserve culture. But we need your help to protect and sustain this essential industry.
  
  The National Independent Venue Association (NIVA) has launched the State of Live—the first-ever national economic research study of the independent live entertainment sector. This groundbreaking research will quantify our sector’s economic contributions while identifying the challenges threatening its survival.
  
  We need voices like yours to make this project a success. If you’re an independent venue owner, promoter, or festival operator, please take 30 minutes to complete the survey: stateoflive.org. The survey will close on February 18th. Your insights will shape critical advocacy and funding efforts at the local, state, and national levels.
  
  Together, we can amplify the importance of independent live entertainment and secure its future. Thank you for being a part of this transformative effort.
  
  Thanks,
  [Your Name]
  [Your Organization Name]

Email 2: Final Reminder (February 12–15)

• Subject Line: Last Call: Complete the State of Live Survey Today

• Body:
  Dear [Member's Name],
  
  There’s still time to make your voice heard in NIVA’s State of Live survey—but not much!
  This is the first-ever national study focused on the economic impact and situation of independent live entertainment venues, promoters, and festivals. The results will shape policy, funding, and advocacy efforts for years to come.
  
  If you haven’t already, please complete the survey before it closes on February 18: stateoflive.org.
  
  Your voice is essential in showcasing the importance of this sector to our communities and economy.
  
  Let’s ensure every stage, every venue, and every story is counted.
  
  Thank you,
  [Your Name]
  [Your Organization Name]

Email 3: Extension (February 19–26)

• Subject Line: Extension Alert! Fill Out State of Live Survey by March 5

• Body:
  Dear [Member's Name],
  
  Good news! You now have more time to make your voice heard in NIVA’s State of Live survey. The deadline has been extended to March 5—but don’t wait too long!
  
  This first-ever national study focuses on the economic impact and situation of independent live entertainment venues, promoters, festivals, PACs, and presenters. The results will shape policy, funding, and advocacy efforts for years to come.
  
  If you haven’t already, please complete the survey before it closes on March 5: stateoflive.org
  
  Your voice is essential to highlighting the importance of this sector to our communities and economy. Let’s ensure every stage, every venue, and every story is counted.
  
  Thank you,
  [Your Name]
  [Your Organization Name]

Instructions: 

• Insert this text into your organization’s winter newsletters. 

• Highlight the survey link prominently to encourage members or stakeholders to participate.

DOWNLOAD STATE OF LIVE LOGOS

Header: Make Your Voice Heard in the State of Live Survey

Body:
The National Independent Venue Association (NIVA) has launched the State of Live survey—the first national economic research study of independent live entertainment venues, promoters, performing arts centers, and festivals.

This study will quantify the cultural and economic value of our sector while addressing the challenges we face. By participating, you’ll help shape policies and funding initiatives that secure the future of live entertainment.

Survey closes March 5, 2025. Complete it today: stateoflive.org

Instructions:

• Use the Local Stories Pitch to connect journalists with small business owners or venues participating in the study.

• Adapt the Op-ed Pitch to your region and experiences at independent stages and submit it to local newspapers, online publications, or magazines.

• Share any press coverage with NIVA for broader amplification.

Option 1: Highlight Small Businesses Filling Out the Survey

• Subject Line: Local Stories Wanted for Groundbreaking Economic Impact Study

• Body:
  Dear [Journalist's Name],
  
  [City/Region]’s independent live entertainment venues, PACs, festivals, and promoters are the heartbeat of our community, and now their stories will help shape national policy.
  
  The National Independent Venue Association (NIVA) has launched State of Live, the first-ever national study quantifying the economic impact of independent live venues, festivals, and performing arts centers.
  
  We’d love to connect you with local small business owners participating in this study to share their personal stories about the vital contributions these spaces make to our local economy and culture. 
  
  If you’re interested in learning more or featuring this initiative, I’m happy to provide further details or connect you with spokespeople.
  
  Thank you for highlighting this important story!
  
  Best regards,
  [Your Name]
  [Your Organization Name]

Option 2: Op-ed Pitch

• Subject Line: Op-Ed Submission: Op-ed Article Title

• Body:
  Dear [Editor’s Name],
  
  I hope this email finds you well. I’m reaching out to share an op-ed submission that highlights the critical economic and cultural role of independent live entertainment venues, promoters, and festivals in [State/Region].
  
  As the live entertainment sector continues to recover from the pandemic, these independent spaces remain vital to our local economies, providing jobs, driving tourism, and generating significant tax revenue. Yet, many still face rising costs and sustainability challenges.
  
  The piece also introduces State of Live, the first-ever national economic impact study launched by the National Independent Venue Association (NIVA). This groundbreaking initiative will quantify the contributions of independent stages while equipping the sector with data to advocate for the support it needs.
  
  Given your publication’s focus on [specific topic or readership interest], I believe this op-ed will resonate with your audience. I’ve attached the draft for your review and would be happy to make adjustments to meet your editorial needs.
  
  Thank you for considering this timely and important piece. Please let me know if you have any questions or need further information.
  
  Best regards,
  [Your Name]
  [Your Title/Organization]
  [Your Contact Information]

• Op-ed Content:
  
  Why Every Fan, Artist, and Small Business Should Care About the State of Live
  
  Think about the most unforgettable live performance you’ve ever experienced. Was it under the glowing marquee of your local venue? At an outdoor festival that brought your community together? Or in a small, intimate club where every note felt like it was played just for you? These are the spaces where lifelong memories are made. But the places that bring us these moments – independent venues, festivals, and stages – are facing unprecedented challenges.
  
  As we continue to recover from the pandemic, independent live entertainment spaces remain vital to our local economies. They provide jobs, drive tourism, and generate significant tax revenue. Yet, many still face rising costs, increasing competition from large corporations, and sustainability challenges that threaten their survival. This is where State of Live, a groundbreaking national economic research study launched by the National Independent Venue Association (NIVA), comes in. The study aims to quantify the contributions of independent venues and provide the data needed to advocate for their support.
  
  In [insert your town/city], venues like [insert venue name] and festivals like [insert festival name] don’t just bring joy to fans – they’re essential to the community’s economy. When you attend a concert at [insert venue], you’re supporting not only the venue itself but also the coffee shop where you grab a drink beforehand, the local artist who designed the event poster, and the late-night diner where you celebrate afterward. This interconnected ecosystem relies on the survival of independent live entertainment spaces.
  
  Despite their enormous impact, these stages are often left out of critical discussions about economic development. That’s why NIVA’s State of Live study is so important. For the first time, this sector is pulling together to collect hard data on its economic and cultural contributions. This isn’t just about keeping the doors open; it’s about ensuring live performance gets the recognition it deserves in conversations about public policy, funding, and development.
  
  This is not just about dollars and cents. These are the places that make us stop and feel. It’s where a new band plays their first gig, where a comedian tests out the joke that becomes their signature, where neighbors become friends, and where culture is born. If these spaces disappear, we lose more than venues; we lose the heartbeat of our communities.
  
  Every fan has a stake in this. If you’ve ever screamed the lyrics to your favorite song in a crowded room or felt goosebumps at the first notes of an encore, this fight is for you. It’s up to all of us to support the spaces that bring us these experiences – by attending shows, by sharing why these spaces matter, and by advocating for their survival.
  
  If you care about preserving these spaces, you can make a difference. Start by sharing your story. Talk about your favorite venue, the festival that changed your life, or the local promoter who always brings the best talent to your town. Let your elected officials know why independent live entertainment matters. And support efforts like the State of Live study, which will ensure that these spaces are not only seen but valued.
  Live performance is more than entertainment; it’s an economic driver, a cultural touchstone, and a source of joy that connects us all. By quantifying its impact, we can ensure that these spaces continue to thrive for generations to come. Let’s work together to preserve the places that bring us the moments we’ll never forget.