Studies: BottleRock Napa Valley Festival Generated $212.6M Total Economic Activity, $61.7M Locally For Calif. Wine Country Festival

Two recently released impact studies say that BottleRock Napa Valley festival in Northern California’s wine country generated $212.6 million in total economic activity in the region and $61.7 million in local economic impact, which the festival demonstrates its importance as a driver of tourism and local business.

A 2025 study conducted by AngelouEconomics showed the festival supported an estimated 1,867 jobs and that attendee spending accounted for the majority of the economic impact, contributing approximately $166.3 million, while festival operations added more than $46.2 million, according to the announcement.

An additional 2025 study commissioned by the City of Napa found that the BottleRock Napa Valley and La Onda festivals generated $61.7 million in local economic activity, according to the announcement. The analysis, conducted by Dr. Robert Eyler, Founder and President of Economic Forensics & Analytics (EFA) and a Professor of Economics at Sonoma State University, found that visitor spending totaled $12.7 million, and the festivals supported 1,225 local jobs, generating over $22 million in wages.

The City of Napa also realized $2.1 million in municipal revenue from taxes, fees, and hotel stays, and that for every dollar spent to produce the events, $2.10 was generated within Napa’s economy, demonstrating a strong multiplier effect that supports economic activity.

“Together, the findings from the two 2025 studies demonstrate the sustained economic value of BottleRock Napa Valley as a premier destination event, helping to drive repeat visitation and long-term regional growth,” festival organizers said in the announcement.

This year’s BottleRock takes place Memorial Day Weekend, May 22-24, topped by Lorde, Foo Fighters, Backstreet Boys, Teddy Swims, LCD Soundsystem, Sombr and many others at the Napa Valley Expo in downtown Napa. The Latin music-themed La Onda festival by Bottlerock debuted in 2024 and also took place in 2025 at the same site, but was canceled in 2026 after announcing a full music lineup for May 30-31.