LOUISVILLE, Ky. — Last year, about 275,000 fans came to the Highland Festival Grounds for Bourbon and Beyond and Louder Life. According to Danny Wimmer Presents, producer of the festivals, the economic impact of those festivals was over $43 million for Louisville. Rosanne Mastin, with Louisville Tourism, says that the two festivals benefit many industries but particularly hospitality. 

What You Need To Know

  •  Bourbon and Beyond and Louder than Life create great economic impact for Louisville

  •  About $43 million is brought in among both events 

  •  This will be Louder Than Life's  ninth year

“You’re going to see it in attractions, in ride shares, taxis, just walking down the street downtown,” Mastin said.

The festivals attract fans from outside the commonwealth which allow hotels to profit off the event. Last year, fans spent 50,000 nights in hotels in Louisville.  

“Being able to bring in visitors from all 50 states and all over the world is really special,” Chamie McCurry with Danny Wimmer Presents said.  

This year Louder than Life fans can expect to hear music from some heavy hitters including Green Day, Foo Fighters and Weezer. People come from all over to enjoy the music.

“And with the lineups we have been able to secure, and bringing people into Louisville, you know making an economic impact and just falling in love with the city the way that we did,” McCurry said. 

This will be Louder than Life’s ninth year, which, Mastin says, is helping Louisville to cement its place in the festival world. 

“The longevity these two festivals have given us helps get our brand recognition out and Louisville’s name is still out there as a good festival destination,” Mastin said. 

Bourbon and Beyond and Louder than Life are both four days long and take place in September. 

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