Pilgrimage Fest announces $3M economic impact

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Pilgrimage Music & Cultural Festival, held Sept. 21-22 at The Park at Harlinsdale Farm in Franklin, generated more than $3 million in economic impact for the local area.

The festival partnered with Visit Franklin to engage with Franklin-based ChandlerThinks to conduct a thorough economic impact study.

“We’ve intuitively known that the festival has a positive financial effect for the community, and now we have hard data to substantiate this,” said Brandt Wood, Pilgrimage Festival co-founder. “It shows that our festival attendees don’t just come to Harlinsdale for the music. They stay in our hotels, eat at our restaurants and shop at our retail establishments … benefiting all of Franklin and Williamson County.

“Coming off of 2018 when we had to cancel due to weather, these results also reinforce the value of Pilgrimage to music lovers both in the area and outside the market.”

The estimated overall impact of the festival was $3,023,177 with the major areas being:

Hotels — $1,287,583

Food — $850,656

Entertainment — $448,161

Shopping — $436,777

Approximately 44% of attendees stayed overnight during their visit, 38% ate at a Franklin restaurant and 33% visited downtown Franklin.

“We can’t thank Pilgrimage Festival enough for continuing to deliver an incredible event that not only attracts thousands of visitors, but puts Franklin, Tennessee on the world stage for yet another reason to visit,” said Ellie Westman Chin, CEO of Visit Franklin. “As this study shows, large numbers of people are hearing about Franklin because of Pilgrimage Festival, but exploring beyond The Park at Harlinsdale Farm because they love what they find in Franklin and throughout Williamson County.”