When global superstar Bad Bunny announced his "Most Wanted Tour," he made a choice that surprised many industry analysts, but thrilled his home community. Instead of prioritizing a massive run across the U.S. mainland, he committed to a 31-show residency right at home in Puerto Rico.
The decision wasn't just sentimental; it was a massive economic catalyst. Hosted in San Juan at the Jose Miguel Agrelot Coliseum, this residency became a perfect case study in the sheer financial power of live events. While most organizers aren’t planning 31 nights at a coliseum, the ripple effects of this residency offer critical lessons for everyone in the event industry. Whether you manage a massive music festival or a local heritage market, your event plays a vital role in your local ecosystem.
Let's dive into the numbers behind this historic residency and explore how events of all sizes drive "mini economic explosions" in their communities.
The headline number is staggering. Estimates suggest that Bad Bunny's residency injected approximately $250 million into the local Puerto Rican economy.
This figure represents more than just ticket sales. It encompasses the entire ecosystem that supports a live event: hotels, restaurants, transportation, local vendors, security staffing, and even spending that extends beyond the shows themselves. Total spending connected to the residency is estimated to range between $400 million and $750 million. A similar impact can be seen on a smaller scale in community events nationwide. When an organizer brings people together, local economies benefit at every step of the attendee journey.
One of the most interesting aspects of this residency was the ticketing structure. Bad Bunny’s team opened the first nine shows exclusively to island residents. This ensured that the primary beneficiaries of the initial wave were the locals themselves, both in terms of entertainment and economic circulation.
By prioritizing locals, the event fostered goodwill and ensured that initial spending stayed within the community. For event organizers, this reinforces a powerful truth: your primary stakeholders are often the people who live right next door to your venue.
Seasonality is a constant challenge in the events world. Conventionally, organizers avoid "off-peak" times to minimize risk. Bad Bunny flipped this script entirely.
He made the strategic decision to host his residency during late summer and early fall. In Puerto Rico, this is traditionally a slow period for tourism due to the looming threat of hurricane season. Hotels are usually quieter, and tourist dollars are more scarce.
The impact of scheduling this massive event during a quiet window was undeniable:
Bad Bunny proved that a compelling event acts as a destination anchor. Attendees will travel regardless of the season if the value proposition is strong enough.
For community event planners, this suggests an opportunity to look at your calendar differently. Could your event serve as an economic stimulus during your town's quietest month? By filling a void in the calendar, you not only face less competition but also become a hero to local businesses desperate for foot traffic during slow periods.
You might be thinking, "That's great for Bad Bunny, but I run a community art festival." The scale might be different, but the economic mechanics are exactly the same.
Every time you gather a crowd, you create economic velocity. Attendees need to eat, they need to park, and they often shop at nearby stores before or after your event. Even smaller events can serve as vital lifelines for local municipalities.
We see this impact clearly through the eyes of organizers using Eventeny.
The City of Milton hosts free events for its community. Since they don't sell tickets, they measure success by looking at the prosperity of their neighbors.
During Eventeny’s State of the Festival Panel, which you can view on YouTube here, the organizers at the City of Milton shared:
"We measure success through talking to local businesses and hearing about ‘mini economic explosions’ on event day."
This is a powerful metric. An event's success isn't just about the revenue it generates for the organizer; it's about the revenue it generates for the coffee shop across the street or the boutique down the block. When you frame your event as a catalyst for local business, you gain leverage with sponsors and local government partners.
For municipalities and cities, a successful weekend event can radically transform the local landscape. Amy Doherty, from the City of Suwannee, highlighted the remarkable scale of impact an event can have relative to a town's size during Eventeny's State of the Festival Panel.
“When we're doubling (the City of Suwannee’s) population in a weekend from an event, that’s pretty awesome for the taxpayer… I hope they realize the economic impact.”
When you double a population, even temporarily, you double the demand for goods and services. This creates tax revenue that funds public services, infrastructure, and future community projects. Your event is effectively a taxpayer benefit.
The public can see this benefit as well. During the State of the Festival Panel, Amy Doherty mentioned that when City of Suwannee residents were surveyed about what city functions are most important to them, residents ranked live events #2 (right after emergency services at #1). This shows how much live events truly mean to communities.
For more insights and firsthand experiences from event organizers, watch the full panel discussion on YouTube here
Understanding that your event is an economic engine changes how you plan. Here are three strategies to maximize and measure that impact, inspired by the success in Puerto Rico and our own Eventeny community.
Just as San Juan hotels benefited from the residency, local accommodations near your event stand to gain from your hard work.
Bad Bunny's team can cite the $200 million figure because someone tracked the data. To prove your value to sponsors and city councils, you need to move beyond rough estimates.
Look for the "off-season" in your community. Is there a weekend where local businesses struggle?
Bad Bunny’s residency in Puerto Rico is a glamorous, high-profile example of a fundamental truth: live events build economies.
The $200 million injection into Puerto Rico and the "mini economic explosions" in the City of Milton are part of the same story. Whether you are filling a coliseum or a town square, you are driving commerce, supporting jobs, and generating tax revenue.
As you plan your next event, remember that your impact extends far beyond the venue gates. You are a key driver of your local economy. Own that value, measure it, and use it to build stronger partnerships with your community.