Country Music Hall of Fame shatters revenue, attendance record

The Country Music Hall of Fame and Museum shattered its records for attendance and revenue in 2014, riding the success of its partnerships with the Omni Hotel and Music City Center to new heights.

Attendance has been growing steadily, so in one sense the museum's record-setting year is not surprising. But the level of growth over the previous highs in 2013 has been sharp. Attendance rose to 970,971 in 2014, up from 668,577 the year before. Revenue climbed more than $11 million to $32.52 million in 2014.

Museum director Kyle Young attributed the growth to a series of factors, especially the institution's partnership with the Omni Hotel and Music City Center, the popularity of country music and Nashville's ever-growing status as a leisure tourist destination. Last year marked the first full year of the new Music City Center campus. Also last year, the museum completed its $100 million renovation and expansion, for which it has already secured the necessary fundraising commitments.

"We have not been risk averse," Young said. "And Nashville has developed into a cultural crossroads with all of the assets it has. When the opportunity arose with the new convention center coming next door, we had the staff to get this done."

Young announced last week the promotion of four key executives he said have been essential to the museum's growth.

Three were promoted to senior vice president: Sharon Brawner for sales and marketing, Nina Burghard for financial services and operations, and Carolyn Tate for museum services. Jo Ellen Drennon McDowell was promoted to vice president of events management. Together the four executives have about 50 years of experience with the museum, and Young said their continuity has been key.

"Each of these leaders has been with us for over 12 years, and each has watched her responsibilities and staff sizes grow beyond any of our wildest dreams. To have the stability of our core senior team and our new VP of development, Lisa Purcell, working in lock step with each other, we're realizing a new era of opportunity," Young said.

Nashville Mayor Karl Dean, who made financing the $623 million Music City Center a top priority during his first term in office, applauded the museum for its growth.

"The Country Music Hall of Fame and Museum's record-setting growth is like a song you just want to hear over and over," Dean said. "The Hall of Fame's expansion and its investment in high-quality exhibits make it even more of a draw than it was before. The numbers of people streaming through the doors — and the tax revenue they're bringing to our city — are testaments to the strength of both the Music City Center campus and Nashville's Music City brand. Our new convention center, the Omni Nashville Hotel and the Hall of Fame are a powerful combination, and each of them will benefit from the others' proximity for years to come."

Young said 2015 is tracking to be even bigger. Already, numbers are up over 2014, and the museum has 15 exhibitions planned for this year, as opposed to nine in 2014. He said the facility has been hosting more special events than ever before. Barring an unforeseen event, 1 million visitors is a shoo-in for 2015, Young said.

Even though weekday mornings in February are not typically the hottest hours, the wide variety of visitors on Thursday morning demonstrated the museum's reach.

Judy Klamo and her husband were visiting Nashville for their 39th wedding anniversary. Laurent Estrade, from France, was in Nashville on business for a medical conference. And native Colombian Andrea Vargas, who now lives in Chicago, was drawn to the museum even though she is not a passionate fan of country music.

"I like country music ... we have several CDs of Alan Jackson and we have a couple of Kenny Rogers," said Klamo, referencing two of the artists with featured exhibits. "I'm impressed so far with how much I remember country music back from the '60s and '70s. There's a lot you forget because it's changed so much since then."

Reach Nate Rau at 615-259-8094 and on Twitter @tnnaterau.

Country Music Hall of Fame and Museum milestones

1967: Opened in Nashville at 16th Avenue and Division Street

2001: Moved to its new $37 million building south of Broadway on Demonbreun

2011: Launched fundraising campaign to pay for $100 million expansion as part of campus that includes Music City Center and Omni Hotel

2014: Renovated building opens, leading to record attendance year