The State of Live
The First Economic Research Study of the Independent Live Sector
The State of Live is the first comprehensive national economic research study examining independent live entertainment venues, festivals, promoters, and performing arts centers.
Released on June 23, 2025, this groundbreaking report quantifies their significant economic contributions, explores challenges facing their sustainability, and provides invaluable data to drive advocacy and support.
STATE OF LIVE OUTREACH TOOLKIT
The State of Live Outreach Toolkit equips you with resources to effectively share the powerful findings from NIVA's national economic research study. By leveraging the materials in this toolkit, you'll amplify awareness of the substantial economic contributions and challenges facing independent live entertainment venues, festivals, and promoters in your community and beyond.
Jump to: Social Media Outreach | Email Outreach | Op-Ed Guide
SOCIAL MEDIA OUTREACH
Use the provided graphics and captions for posts on your social media platforms. Download all social media graphics here or download them individually below.
Economic Output
The #StateOfLive – the first economic research study of the independent live sector – found that in 2024, independent venues, festivals, and promoters contributed $86.2 billion to U.S. GDP and generated $153.1 billion in total economic output. That’s more than the U.S. beer, gaming, and airline industries.
Independent stages are more than gathering spaces. We’re cultural cornerstones and economic engines.
But even with that impact, many of us are struggling to survive – squeezed by rising costs, monopolistic pressures, and predatory ticket resale practices.
We’re proud to partner with NIVA to share the story of our industry and advocate for policies that protect its future.
Read the full report and policy recommendations at stateoflive.org
Profitability
64% of independent stages were not profitable in 2024 – including 22% who struggled to stay in business.
The #StateOfLive – the first economic research study of our sector – shows this profitability issue despite the fact that independent stages contributed $86.2 billion to the U.S. GDP and generated $153.1 billion in total economic output.
Independent venues, festivals, and promoters are delivering massive value to the economy and our communities – but rising costs, predatory ticket resale, and monopolistic practices are pushing us to the edge.
We’re proud to partner with NIVA to share these findings and advocate for policies that protect the future of independent live.
Read the full report and policy recommendations at stateoflive.org
Jobs AND Wages
The #StateOfLive – the first economic research study of the independent live sector – shows what’s at stake: in 2024, independent stages directly employed over 316,000 people – and supported 908,000 jobs when you factor in contractors, vendors, and local businesses.
Together, we paid $51.7 billion in wages and benefits. These aren’t gig jobs. They’re careers in sound, lights, security, hospitality, and more – often rooted in the very communities we serve.
But our future is far from guaranteed. Despite this impact, 64% of independent stages operated without profitability in 2024 – putting thousands of these careers, and the communities they support, at risk.
We’re proud to partner with NIVA to advocate for policies that recognize and protect the workers who make live happen.
Read the full report and policy recommendations at stateoflive.org
EMAIL OUTREACH
Reach out to decision-makers in your region to elevate our industry. Personalize the emails with the recipient’s name and a closing line reflecting your organization’s tone.
Email Targets
Senators and Congresspeople
Local Representatives
City Tourism Boards
Convention & Visitors Bureaus (CVBs)
Chambers of Commerce
Economic Development Agencies
Arts Councils and Cultural Commissions
Decision-Making Bodies
Template Email
Email Subject Line Suggestions:
New Report: Independent Stages Drive $153 Billion in Economic Impact
Independent Stages, Major Impact: See the Data Behind the State of Live Report
Let’s Connect to Unlock [CITY/STATE]’s Live Entertainment Potential
Live Entertainment Drives Jobs and Tourism in [CITY/STATE]’s
Email Body:
Dear [FIRST NAME OR TITLE/AGENCY LAST NAME],
I’m reaching out to share a powerful new economic research report: The State of Live, the first national study of the independent live entertainment sector, conducted by the National Independent Venue Association (NIVA).
This data tells a story that’s long been felt but never fully quantified: the independent live sector is not just about culture. It's a major economic force. These findings highlight the significant impact that independent venues, promoters, and festivals have on local economies across the country.
The numbers are striking:
$153.1 billion in total economic output
$86.2 billion contributed to the U.S. GDP
908,000 jobs supported
$51.7 billion in wages and benefits paid
$10.62 billion in off-site tourism spending
Independent stages are not only cultural assets. They are powerful economic engines for local communities, supporting small business ecosystems, driving travel, and creating jobs.
I’d love to set up time to walk through the national findings with you and discuss the upcoming [STATE]-specific report. From there, I’d welcome the chance to explore how we can work together to:
Amplify the economic and tourism impact of independent live venues across [STATE]
Integrate these findings into local planning, tourism strategies, or grantmaking
Identify state and local policy opportunities to uplift this sector in [STATE]
We’ve also developed policy recommendations that reflect this research. You can review those and the full report at stateoflive.org.
Let me know if there’s a time this week or next that works to connect. I’d love to share how this data can be a resource for your work in [CITY/REGION/STATE].
Thanks,
[YOUR NAME]
[YOUR TITLE / ORGANIZATION]
OP-ED GUIDE
Create a powerful, personalized op-ed using insights from the national State of Live report. Adapt the language to your region and experiences at independent stages and submit it to local newspapers, online publications, or magazines. Don’t forget to share any press coverage with NIVA for broader amplification.
Step 1: Define The Local Issue
Begin by clearly identifying a significant challenge facing independent live venues in your community. Are rising operational costs threatening venue survival? Is limited funding harming local cultural events? Describe how these issues are impacting local venues, workers, artists, and the community.
Example: "Across [STATE/CITY], independent stages like [VENUE NAME] are at a critical crossroads. Rising operational costs and economic uncertainty have forced venue operators to make impossible choices, affecting thousands who rely on live entertainment for their livelihoods."
Step 2: Connect The Issue to The National Data
Use key findings from the State of Live national report to illustrate the broader context. Highlight compelling economic data and job statistics to underscore the impact of independent venues, festivals, and promoters beyond entertainment alone.
Example: "According to the National Independent Venue Association’s (NIVA) new report, independent venues, festivals, and promoters generated a remarkable $153.1 billion in economic activity and supported over 900,000 jobs nationwide in 2024. Locally, these venues are more than cultural hubs; they are economic anchors sustaining families, businesses, and entire neighborhoods."
Step 3: Personalize with Local Stories
Share personal stories or testimonials from local venue owners, workers, artists, or community members impacted by these issues. Humanize the statistics to emotionally resonate with readers.
Example: "Consider [LOCAL VENUE], where stagehands, bartenders, and musicians earn their living and shape our local identity. [Insert a brief personal story from a venue owner, worker, or artist illustrating their passion and struggles]."
Step 4: Propose Actionable Solutions
Clearly articulate the policy solutions recommended by the State of Live report. Tailor these solutions to local policy opportunities and stakeholders.
Example: "To preserve the vibrant independent live sector, our community must explore policies such as tax incentives and public investment.These solutions, championed by NIVA’s national report, offer practical pathways to sustain and grow local venues."
Step 5: Tease The Upcoming State Report
Conclude by teasing the forthcoming state-specific report, emphasizing how it will provide tailored insights and recommendations relevant to your local policymakers and community.
Example: "Later this year, NIVA will release a detailed [STATE] report. Together, armed with robust data and shared purpose, we can ensure independent live entertainment remains a thriving part of our community."
Tips For Placing Your Op-Ed
Identify local and regional media outlets that resonate with your community.
Customize your op-ed to include local references and personal stories that editors value.
Email editors directly, clearly explaining the local significance of your piece.
Follow up with phone calls to editorial desks to ensure they recognize the urgency and relevance of your message.
By following this guide, your op-ed will inform and inspire your community to rally behind independent live stages, securing their vital cultural and economic contributions for years to come.
Support the Future of the Independent Live Sector
Donate to help us uncover the economic contributions and challenges of independent venues, performing arts centers, promoters, and festivals. Your contribution will help us arm the sector with the data and confidence it needs to thrive. As a fiscally sponsored project of the National Independent Venue Foundation (NIVF), donations are 100% tax-deductible.