This week, the 2019 NFL Draft and the expected crowd of 300,000+ fans heads to Nashville. The massive event is no surprise for a city that’s seen unprecedented economic and cultural growth over the last few years as the Wall Street Journal recently pointed out.
About six years ago, you could just feel it coming. I wrote about how Nashville Is Nowville and The New York Times was calling the destination the “it” city.
Heartland Values
With its diversity, safety, creative communities and commitment to entrepreneurship, this city is the newest jewel of the Heartland. But this isn’t Trip Advisor, and I’m not writing a travel piece. This is about how, even in the midst of wild growth, Heartland values and culture remain the foundation of this iconic city.
A commitment to core values and cultural diversity attracts transplants and visitors alike: Nashville is the 10th fastest growing metropolitan area in the United States, with around 94 people moving in every single day.
So, it’s clear that people love to live here, and they tend to stick around likely because the city is quickly becoming a top spot for employees and employers.
Working Nine to Five
With some of the lowest state and local tax rates in the nation and a pro-business regulatory approach, Tennessee (Nashville specifically) creates a space ripe with jobs.
In the past six years, reputable corporations have relocated here or made plans to stake their claim in the New Heartland. Inc. named Nashville the 4th best place to start a business.
Amazon is set to provide 5,000 high-paying jobs with its new headquarters coming soon, and global investment management firm, AllianceBernstein, announced that it will be creating and shifting 1,000+ positions to Nashville. They join other industry stalwarts such as Nissan, Genesco, Dollar General, Bridgestone, Tractor Supply Co., HCA, Asurion, Cracker Barrel, and CKE Restaurants, which includes the restaurant chains Carl’s Jr. and Hardee’s.
The rapid growth of job opportunities in Nashville isn’t it’s only USP. It’s where the worlds of publishing, healthcare, music recording, and tech collide. You’ll see creatives, songwriters, musicians, hipsters, and suited up CEO’s all enjoying a meal in the exploding foodie scene. Perhaps the biggest draw of Nashville, however, is its innovation around entertainment, sports and fashion.
Work Hard, Play Hard
With roughly 200 recording studios and major record labels, booking agencies, and publishing companies in and around Music Row, there’s no doubt that the city remains “Music” City. But, it’s transformed beyond that. From its thriving fashion design scene and art galleries to its plethora of parks and underdog sports teams, the culture of Nashville follows a narrative the rest of the country and world admires. Last year, the city brought in more than 15.2 million visitors according to the Nashville Convention & Visitors Corp. (NCVC).
Nashville is conveniently positioned to be a go-to oasis for a majority of Americans as it's within driving distance for 87% of the country.
The Tennessee Titans flex their muscles at Nissan Stadium. Nashville’s first professional soccer team made their debut not long ago, and garnered an average attendance of more than 13,000 people at home games. After nearly clinching the Stanley Cup in 2017, the Predators continued to carve their name as the hockey team of the South.
Visitors will find several bars owned by popular country artists, droves of bachelorette parties, and conventioneers on Broadway. Jason Aldean’s Kitchen + Rooftop Bar, Dierks Bentley’s Whiskey Row, Luke Bryan’s 32 Bridge, The George Jones, Kid Rock’s Big Ass Honky Tonk and Rock ‘n Roll Steakhouse, and Big & Rich’s Redneck Riviera to name a few. Events like the Rock n’ Roll Marathon—which converges with the NFL Draft this week—CMA Fest, and the Fourth of July encourage tens of thousands of people to migrate through Nashville yearly. This has ignited the need for additional accommodations. Over the past three years, 59 new hotels opened, with 20 or more projects in the Music City’s near future.
What Does This Mean?
Nashville, like any other Heartland city, is built on a foundation of core values. Although not exclusive in the New Heartland, values such as faith (not religion), strong community connections, and a love of family are constantly at the surface. They are topics of casual conversation you would hear over a cup of coffee or a home cooked meal. Core values are what make the Heartland a unique cultural segment, full of diversity and a tightly held point of view.
To its residents, Nashville represents the ability to capture your dream, whatever it may be, because there is something for everyone here. To its visitors, the city is a safe space for them to let loose, have fun, and soak in abundant history.
For brands and businesses with their eyes on expanding, relocating, or marketing to residents in the Heartland, it’s important to consider what makes the inhabitants of the area tick. They build tight-knit communities and exude a steadfast loyalty to the people and spaces that make Nashville great. The freedom to be who you are and own your own experience are valued highly here. Come and check it out...I'll be happy to show you around.
