"The reality is we get more than 15 million visitors a year, they spend almost $5 billion into our economy, tens of thousands of jobs, so it's a huge industry in Sacramento," said Mike Testa, CEO of Visit Sacramento.
The festival was put on pause in 2025 and 2026 due to competition and struggles to book country artists.
"The idea is to create a funding mechanism that helps support music festivals on the front end of their efforts," said Ashby.
Back-to-back, the three events are estimated to bring in $70 million in economic impact in 2027.
Right now, the wait list is capped off at 6,000 people for the Boston Marathon qualifying race that takes place in Sacramento every December.
Also, this summer, for the first time, Sacramento will host the X Games at Cal Expo as it launches its brand new league.
Leaders also announced the annual 2026 Tower Bridge dinner lead chefs: Kate Sutherland of Water Boy, Giancarlo Zapata of Chicha Peruvian Kitchen, Francisco Rivera of Hawks Public House and Joe Pruner of Bocce.
Wednesday offered a taste of tourism success stories that Sacramento leaders say are writing its next chapter.
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