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Danny Wimmer Presents (DWP) has announced a new 10-year agreement that will keep two of the nation’s two biggest music festivals through 2035. The long-term arrangement secures Bourbon & Beyond and Louder Than Life at the Highland Festival Grounds at the Kentucky Exposition Center, maintaining Louisville’s position as a top music festival destination.

The news follows recent legislative backing from the Kentucky General Assembly, which passed tax incentive legislation for large-scale music festivals. Events drawing more than 60,000 attendees over multiple days—like Bourbon & Beyond and Louder Than Life—will now be eligible to receive 50% of the Kentucky state tax income produced from ticket sales, refreshments, souvenirs, camping, and parking. This revenue will be refunded to both the event promoter and the host location.

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“This 10-year commitment with Danny Wimmer Presents is a major win for Kentucky,” stated Agriculture Commissioner Jonathan Shell. “It brings long-term economic impact to Louisville, drives growth for Kentucky Venues, and gives us a powerful platform to showcase the very best our state has to offer.”

The proposed alliance includes:

  • Ten years of leasing from Kentucky Venues with expansion possibilities.
  • In-kind funding from Louisville Metro Government for public safety, event logistics, and city-wide involvement.
  • Annual cash donations from tourist and hospitality partners to fund marketing activities.
  • A Festival Host Committee to encourage economic development and community engagement.
  • A DWP Business Growth Plan that might bring further festivals, trade exhibitions, and jobs to the region.

Danny Wimmer, founder of DWP, stressed the relevance of the city to the company’s objective. “Louisville, KY has become an integral part of who we are,” Wimmer added. “…This partnership is about more than just festivals; it’s about investing in a community that has welcomed us with open arms.”

Danny Wimmer speaks at the 10-year partnership announcement. LEO Weekly Staff

According to Louisville Tourism, the 2024 editions of Bourbon & Beyond and Louder Than Life generated approximately $33 million in economic impact, helping hotels, restaurants, transportation providers, and other local companies. Since starting in 2014 with 36,000 people over two days, the events have grown to attract approximately 400,000 fans over eight days. More than 70% of attendees in 2024 came from outside Louisville, representing all 50 states and 27 countries.

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Over the past decade, DWP has invested more than $173 million to produce the festivals, with $16 million in direct annual spending throughout Kentucky. The company’s foundation has also provided over $2 million to local organizations and causes.

Founded in 2011 by music business veteran Danny Wimmer, Danny Wimmer Presents (DWP) is among the top producers of rock, metal, and alternative music events in the United States. DWP presents exceptional events such as Louder Than Life, Bourbon & Beyond, and Welcome to Rockville, known for blending A-list talent with immersive experiences and local culture.

“There is something in this city that you cannot replicate,” said Wimmer.

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This article appears in Apr 11-24, 2025.

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