U.S. Concert Agency (USCA) is proud to share that its inaugural multi-day music festival at the iconic Field of Dreams movie site generated a staggering $11,201,720 in total economic impact to Dyersville, IA, and the surrounding region over Labor Day Weekend. The two-day event debuts as a major economic powerhouse for Eastern Iowa and a new must-watch festival.

More than 35,000 fans attended the two-day event, making it the first major music festival ever held at the Field of Dreams location. The weekend featured two marquee events: Tim McGraw Live at Field of Dreams, headlined by the 3x GRAMMY Award-winning superstar, on Saturday, August 30, and the high-energy Velocity Music Festival, headlined by Diamond-certified rock legends Nickelback, on Sunday, August 31.

“We knew this event would be something special, but the impact on the local economy has blown our expectations out of the water,” said Nick Abate, Founder & CEO of U.S. Concert Agency. “From hotels and restaurants to rideshares and shops, this festival truly reached every corner of the community.”

The economic impact from the weekend’s festivities was substantial; Tim McGraw’s Saturday night performance alone drew an estimated 20,000 attendees and contributed approximately $6.39 million to the local economy. Sunday’s Velocity Music Festival added another $4.81 million, with an estimated 15,000 fans in attendance. Combined, the weekend spurred an estimated 6,500 hotel and Airbnb bookings, with average nightly room rates around $350. Ticket prices averaged $310 per attendee, with a near-even split between overnight guests and day-trippers – ensuring that restaurants, shops, transportation services and hospitality businesses across the area saw a surge in demand.

The event celebrated the unique intersection of American culture, baseball nostalgia, star power and live music, turning a beloved film location into a destination for both fans and families. Highlights included Tim McGraw’s heartfelt tribute to his father, MLB legend Tug McGraw, and surprise performances by rising stars, hometown heroes and rock legends.

Details on the 2026 festival lineup, scheduled for September 4–6, will be announced soon.

DOWNLOAD HIGH-RES EVENT PHOTOS AND VIDEOS HERE:

**Please refer to the file name for credit** 

DAY 1 ARTIST PHOTOS

DAY 1 EXPERIENCE PHOTOS

DAY 1 B-ROLL

DAY 2 ARTIST PHOTOS

DAY 2 EXPERIENCE PHOTOS

DAY 2 B-ROLL

About U.S. Concert Agency (USCA):

U.S. Concert Agency is a leading promoter and event organizer, known for producing some of the most memorable live events across the country. With a commitment to delivering exceptional experiences for fans, USCA brings unique concerts and events to iconic locations.

For more information, visit usca.live.

About Tim McGraw:

McGraw’s unparalleled career includes sales of over 103 million records worldwide, 47 number one radio singles, 19 number one albums and countless industry awards and accolades. He holds the record for second-most #1 albums in the U.S. just behind George Strait. His unique chart achievements include having three singles in the Top 20 of the radio charts on multiple occasions, as well as having two singles spend over 10 weeks at number one. He has brought to life some of the biggest hit singles of all-time, including “Live Like You Were Dying” and “Humble and Kind,” a message that continues to impact fans around the world, including a Spanish version sung by McGraw. He has routinely been cited as one of the biggest touring artists in the history of country music. As part of the host committee, McGraw welcomed the largest outdoor crowd ever to his Nashville performance at the 2019 NFL Draft. He also appeared in the NFL Tailgate Party for Super Bowl LII and the College Football Playoffs 2020. His latest EP release, Poet’s Resume follows the massive success of “Standing Room Only” whose title cut launched with the most first-week streams of any track in McGraw’s career and became his 47th career #1.   

About Nickelback:

2023 Canadian Music Hall of Fame inductees and Diamond-certified rock legends Nickelback were named Billboard’s “Most Successful Rock Band of the Decade” in 2009. Globally celebrated for career-defining and award-winning hits like “How You Remind Me,” “Photograph,” “Far Away,” “Rockstar,” and more, the four-piece—Chad Kroeger, Ryan Peake, Mike Kroeger, and Daniel Adair - remains one of the most commercially successful and influential acts of the past two decades.

About Culver’s:

For 40 years, Culver’s guests have been treated to cooked-to-order food made with farm-fresh ingredients and served with a smile. The ever-expanding franchise system now numbers 1,000 family-owned and operated restaurants in 26 states. The restaurants’ nationally recognized customer service is based on small-town, Midwestern values, genuine friendliness and an unwavering commitment to quality. Signature items include the award-winning ButterBurger, made from fresh, never frozen beef, and Fresh Frozen Custard, including the famous Flavor of the Day program. For more information, visit www.culvers.com or connect with Culver’s on Facebook, Instagram, and TikTok.

For more information, please contact:

FieldofDreams@shorefire.com