Two of America’s biggest music festivals are here to stay. Danny Wimmer Presents (DWP) has finalized a landmark 10-year agreement with Kentucky Venues to keep Bourbon & Beyond and Louder Than Life rooted in Louisville through 2035. The long-term deal marks a major win for the city’s cultural and economic landscape, as the festivals continue to attract hundreds of thousands of music lovers from around the glove.
The announcement follows new legislation passed by the Kentucky General Assembly this year, offering tax rebates for large-scale, multi-day music festivals drawing over 60,000 attendees. Under the new incentives, event promoters and venues can receive 50% of the state sales tax revenue generated from ticket sales, concessions, merchandise, camping, and parking—setting the stage for further growth and investment in Kentucky’s live entertainment scene.
“This 10-year commitment with Danny Wimmer Presents is a major win for Kentucky,” said Agriculture Commissioner Jonathan Shell. “It brings long-term economic impact to Louisville and gives us a powerful platform to showcase the best of our music, culture, and hospitality.”
Since launching in Louisville in 2014, DWP’s festivals have grown from 36,000 attendees to a combined 400,000 fans over eight days in 2024 alone. That year saw a record-breaking economic impact of $33 million, according to Louisville Tourism, with 70% of attendees traveling from outside the city and representing all 50 states and 27 countries.
“We’re excited to strengthen our roots in Louisville,” said DWP founder Danny Wimmer. “This partnership is about more than music—it’s about investing in a community that has welcomed us with open arms.”
Under the new agreement, DWP will secxure access to the Highland Festival Grounds for the next decade, with support from city and state partners to ensure successful and safe execution of the festivals. The deal includes:
- In-kind city support, including logistics and public safety
- Annual marketing dollars from tourism partners to drive out-of-town attendance
- Formation of a Festival Host Committee to deepen community engagement
- A DWP business growth plan, which includes job creation, additional events, and expanded investment in Louisville
- Sponsorship and hotel coordination efforts to benefit local businesses
“The numbers don’t lie—this has the potential to create a whole new season for Kentucky, on par with Derby season,” said Senate President Robert Stivers, R-Manchester.
In total, DWP has spent over $173 million on festival production over the past decade, injecting an estimated $16 million into Kentucky’s economy via local staffing, vendors, and charitable partnerships.
Beyond economic impact, DWP has left a philanthropic footprint, donating over $2 million to Kentucky-based organizations like Dare To Care, Fund For The Arts, Louisville Visual Arts, and Muhammad Ali Center. The festivals have also supported under-resourced students and nonprofits through ticket donations and special outreach programs.
The partnership will not only keep Bourbon & Beyond and Louder Than Life in Louisville, but also expands DWP’s relationship with the city, including a new multi-year agreement to bring more events to the Iroquois Amphitheater. With plans for future improvements to the festival grounds and the possibility of new shows, Louisville is positioning itself as a year-round hub for world-class entertainment.
“Cheers to 10 more years of unforgettable music and culture,” said Governor Andy Beshear. “Bourbon & Beyond and Louder Than Life are now part of the DNA of Louisville—and we’re just getting started.”
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ABOUT DANNY WIMMER PRESENTS
Known for producing the biggest rock and alternative festivals in the U.S., DWP has earned its reputation by pairing A-list lineups with immersive fan experiences and local flavor. Its annual festivals include Aftershock, Incarceration, Sonic Temple, Welcome to Rockville, Bourbon & Beyond, and Louder Than Life. Through strategic partnerships and innovation, DWP continues to raise the bar for live entertainment in America.
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