A regional festival with a fixed home can sell a decade.

BizBash reports Bourbon & Beyond drew about 175,000 people to Louisville this year, a week after Louder Than Life ran at the same venue. Danny Wimmer Presents told BizBash the pair reach more than 410,000 fans, that 60 to 70 percent of partners overlap across both, and that it signed a 10-year deal to keep both festivals at the Kentucky Exposition Center through 2035.

That last number is the one sponsors should read. A regional festival with a fixed home for a decade lets a partner plan a program instead of buying a weekend. DWP says it will court telecom, banking, insurance, and automotive next year. A ten-year venue deal is a strong opening line for that conversation.