Jacksonville, FL - The Florida Country Superfest brought in big bucks, but that’s just one piece of a huge month for the First Coast.
A study done by VisitJax and the University of North Florida estimates the two-day country music festival brought in $23.3 million for the City. To put that in perspective, the estimated impact of Welcome to Rockville was about $10.3 million.
“We expected a lot. They delivered, and then some,” says Jacksonville’s Sports and Entertainment Director Joel Lamp.
About two-thirds of the 43,300 concert attendees came from out of Jacksonville, according to the study. Those visitors spent an estimated $241 per day, and 88% of them told survey teams they were “very or somewhat likely” to return to Downtown Jacksonville.
“This shows that there is a tangible return on what we’ve invested,” Lamp says.
In addition to bringing in a big return, the Superfest also capped off three weeks of successful events.
WOKV obtained data on five major events in Jacksonville spanning three weeks. Survey crews worked each event to assess the economic impact. The total is believed to be $42.93 million.
“For that time of year, this is huge for us as a city,” Lamp says.
The assessment started with the Jazz Fest May 23-24, which brought an estimated $2.83 million. Visit Jacksonville says the NCAA Track and Field event May 29-31 had a $5.5 million economic impact. $9.7 million came from the US Soccer Send-Off series match on June 7, and the P1 Powerboat racing the same weekend brought $1.7 million. The three weeks was capped with the Florida Country Superfest June 14-15.
The City says it’s not easy to top a $43 million month, but they’re already working on bringing even more events to the First Coast. Lamp says the upgrades at EverBank Field are putting them in a good position to bring in events never seen in Jacksonville, although he declined to talk specifically on anything the City may be pursuing at this time.
He also expects the success of these events will help bring them back once again. Lamp says they’re already planning on how to make the Superfest even bigger and better.
“Can we take it and extend is down Bay Street, can we make it a bigger Downtown event,” he says.
He hopes that creating more buzz around the event itself- like what’s done now with Jazz Fest or Florida/Georgia- will continue to lift Jacksonville as a destination.