Music, from all forms of arts is for most of us the most important. Music allows us traveling to sensations, emotions, and feelings.
Today, I can select one of my multiple curated playlists and determine what mood or sense of being I’d like to feel.
Last June flying back home listening to music, I selected a playlist which helped me to focus and concentration. I wanted to be relaxed and focus to write after spending 24h in Nashville.
Nashville, what a great destination! I love the city vibe and its genuine authenticity. No wonder it is branded as Nashville music city.
June 2021 and the airport was busy with domestic leisure tourism. However, I observed some business travelers as myself.
Nashville achieved pre-pandemic 16.1M visitors with $179 average daily spend and 91% rate return.
2021 offered a favorable recovery for Nashville vs other destinations, perhaps for its rooted domestic traveler.
Nashville orchestrated through decades a perfect balanced city offering to target leisure and business travelers. The music city appeals both audiences.
Enough accommodation, connectivity and easy accessibility being the perfect combination.
I am interested to talk through of the importance on Nashville branding and positioning,
Which is based on its most real and authentic attribute.
The city of music, the credibility is sustained by decades of strong music industry based in specific genre.
Nashville evolution as a destination is loyal to core and unique music genre key ingredient to success.
There are other destinations capitalizing on music labels or genres.
As a kid growing up in Barcelona, Ibiza was the land of hippies during the late 70s.
My parents traveled to the island and came back with memories linked to hippy sightseeing (yes. It was a thing) combined with the most remote rural destination within the Balearic Islands
Late 80s, hippie movement was in its vortex of change as club culture with now legendary clubs such Ku, Amnesia and Pacha flourished.
These night clubs were the foundation for today’s club culture style and the strong label/brand in music Ibiza positioning.
A turning point was Café del Mar chill out music and the DJ global reach appeal.
Today Ibiza is worldwide known as a music destination, fancy nightlife, and unique fashion style.
The music label was curated during the late 90s early 2000s, labels like “Café Del Mar” and DJs made this destination a global icon. The island was no longer a remote paradise but rather a busy hip high end party place combined with overpriced rural boutique hotels.
Nevertheless, Ibiza created a lifestyle that many other destinations in the world copied. I am particularly thinking in Montauk new appeal.
Other destinations thrived as a music destination music, Salzburg with Mozart, Berlin with electronic music, Vienna , Cap Verde with Cesaria Evora, Austin known as the live music capital of the worldâ, Seattle with the grunge scene, or Detroit to name a few.
There are few destinations that will accidentally become a music reference and cult. I think specifically Woodstock. Though, the place was just a pop-up experience. The phenomena ignited a legacy of thousands on music festivals all over the world.
If well managed, the destination can extend the music brand into a lifestyle and appeal to many audiences from a timely and timeless point of view, Ibiza is a clear example. We all understand what Ibiza style is.
The key is to create a sustainable eco-system of business embraced by the locals and delivering to the destination.
I am about to change my playlist looking for a new sound and vibe…, not sure what playlist to choose right now.
I will select Jamiroquai playlist and listen to “traveling without moving”, at the end, music always allows us to travel.
I wonder which will be the next music destination…
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