Statewide Study Indicates $266.4 Million Contributed to Iowa State GDP and $59 million in Off-Site Tourism Spending from Independent Stages
The National Independent Venue Association (NIVA) and the NIVA Iowa Chapter on Wednesday unveiled the economic impact findings from the regional The State of Live report — the first comprehensive national study examining the economic contributions of independent venues across 50 states and Washington, D.C.
“This incredible, comprehensive study gives us an accurate and conservative picture of how, in addition to being crucial cultural hubs and community gathering spaces, Iowa’s independent venues have an outsized impact on Iowa’s economy. It proves that an investment in independent stages is an investment in the state economy,” said Brian Johannesen, NIVA Iowa Chapter President.
According to The State of Live report, conducted in 2024, independent venues, festivals, and promoters in Iowa:
- Generated $588.6 million in total economic output.
- Contributed $266.4 million directly to the state GDP.
- Supported 2,663 jobs across the local economy.
- Paid $155.4 million in wages and benefits.
- Produced $38 million in annual state and local tax revenue.
At the same time, 64% of independent stages in the United States reported unprofitability in 2024, due to inflation, anti-competitive practices, and predatory ticket resale.
Despite those daunting headwinds, xBk Live has expanded in recent months with the opening of The Annex, an intimate events venue that hosts a wide range of eclectic concerts and cultural events, in addition to maintaining its 250-capacity main hall.
“This report confirms what we’ve always known — independent venues are the heartbeat of Iowa’s creative economy,” said Tobi Parks, owner of xBk Live in Des Moines and a member of the NIVA Iowa Chapter. “Places like xBk aren’t just concert halls; they’re where artists find their voice, audiences build community, and local economies grow. With the opening of the xBk Annex this spring, we’re proud to offer even more space for Iowa’s creatives to connect and collaborate. A thriving arts scene makes Des Moines a better place to live, work, and create.”
Nationally, the State of Live report, released earlier this year, found that independent stages generated $153.1 billion in economic output, and contributed $86.2 billion directly to the U.S. GDP, supported more than 907,000 jobs, and paid over $51.7 billion in wages and benefits — eclipsing the U.S. beer, gaming, and airline industries.
“Independent venues are more than stages for entertainment; they are economic engines and cultural lifelines,” said Stephen Parker, Executive Director of NIVA. “This report underscores the urgent need for policy reforms and public investment to sustain these indispensable community anchors.”
The State of Live report serves as a critical resource for policymakers, community leaders, and industry stakeholders working to protect and grow the independent live entertainment sector. Conducted by leading economic research firm TEConomy Partners, this groundbreaking report provides clear evidence that independent venues, festivals, and promoters play a vital role in powering the United States economy and sustaining local communities nationwide.
The full Iowa State of Live report is available HERE.
To learn more about the State of Live initiative, visit www.nivassoc.org/stateoflive.
ABOUT NIVA
The National Independent Venue Association (NIVA) is the national trade association representing thousands of independent live entertainment venues, festivals, promoters, and more. NIVA works to preserve and nurture the ecosystem of live entertainment. NIVA empowers members and their teams with member benefits, advocacy on the state, local, and federal levels, an annual industry-leading conference, and more.
NIVA led the Save Our Stages campaign, culminating in landmark legislation in 2020 that established the $16.25 billion Shuttered Venue Operators Grant program, the largest arts investment in U.S. history.
NIVA is committed to equity in its support of independent stages. It seeks to create and encourage opportunities for venues, promoters, and festivals owned, operated, and staffed by people of color, women, non-binary, LGBTQ+, veterans, and people with disabilities.