Nashville's "It City" Era
Nashville's "It City" Era refers to the period from the late 1990s through the early 2000s when the city experienced rapid cultural, economic, and demographic growth, solidifying its reputation as a major hub for music, entertainment, and innovation in the United States. This era transformed Nashville into a global destination through expansion of the music industry, the rise of new neighborhoods, and a surge in tourism. The term "It City" was popularized by media outlets and residents alike, reflecting the city's newfound status as a place where opportunity, creativity, and energy converged. This period also saw significant investments in infrastructure, education, and public services, which supported Nashville's transition from a regional center to a national powerhouse. The era's legacy remains visible in the city's skyline, cultural institutions, and economic policies, making it a key chapter in Nashville's history.
History
The "It City" era in Nashville began in the late 1990s, driven by a confluence of factors including the expansion of the music industry, the revitalization of downtown, and the city's strategic positioning as a cultural and economic hub. Nashville's population grew rapidly during this time, fueled by job opportunities in sectors such as healthcare, technology, and entertainment. Phil Bredesen, the city's mayor, mattered greatly in this transformation, implementing policies that encouraged business growth and urban development. His administration focused on improving public transportation, expanding the downtown area, and attracting new industries to the region. On top of that, Nashville's continued prominence as the "Music City" helped drive growth. The Grand Ole Opry and the Country Music Hall of Fame served as anchors of the city's identity. The late 1990s brought a rise of new music venues and festivals. CMA Fest and other events further cemented Nashville's status as a global music capital.[1]
Significant demographic shifts marked the era. Nashville became more diverse and cosmopolitan as young professionals, artists, and entrepreneurs relocated to the area. The city's population grew from approximately 500,000 in 1990 to over 600,000 by 2005. This influx of new residents was supported by the expansion of higher education institutions, such as Vanderbilt University and Belmont University, which provided a steady supply of skilled graduates. Additionally, the city's healthcare sector, led by institutions like Vanderbilt University Medical Center, became a major employer and economic driver. The late 1990s and early 2000s saw the development of new neighborhoods, such as The Gulch and East Nashville, which became vibrant centers of culture and commerce. These areas were characterized by a mix of historic buildings and modern developments, reflecting Nashville's ability to balance preservation with progress.[2]
Culture
Music remained central to Nashville's identity during the "It City" era, but the scene was expanding in new directions. The city's music landscape, which had long been centered around country music, now included rock, pop, and hip-hop. This diversification was reflected in the proliferation of music venues, from the historic Ryman Auditorium to newer spots like The Bluebird Cafe and The Station Inn. Independent artists flourished. The growth of the music publishing industry also contributed to Nashville's cultural vibrancy. Beyond music, the city's arts community was thriving, with new galleries, theaters, and performance spaces opening regularly. Nashville Visual Arts Association and the Nashville Public Library played key roles in promoting local artists and providing resources for creative expression.[3]
Cultural festivals and events celebrated Nashville's heritage and its evolving identity. Events such as the Nashville Film Festival, the Nashville Pride Festival, and the Nashville International Jazz Festival attracted visitors from across the country and helped position the city as a destination for arts and culture. These festivals not only showcased Nashville's creative talent but also generated economic benefits by drawing tourists and boosting local businesses. The city's commitment to cultural inclusivity was evident in its support for minority-owned businesses and its efforts to preserve the traditions of its diverse communities. The Historic African American Neighborhoods project, initiated in the early 2000s, aimed to document and protect the cultural heritage of Nashville's Black neighborhoods, which had played a vital role in the city's history.[4]
Economy
Nashville's economic transformation during the "It City" era came from a combination of factors, including the expansion of the music industry, the growth of healthcare and technology sectors, and the city's strategic investments in infrastructure. The music industry remained a cornerstone of Nashville's economy, with the city hosting a significant portion of the country's music publishing, recording, and entertainment companies. Digital music platforms in the early 2000s had a profound impact on Nashville's economy, as the city adapted to the changing landscape of the music business. New music-related businesses, such as Music Row studios and Nashville Songwriters Hall of Fame, further solidified the city's reputation as a global music capital.[5]
In addition to the music industry, Nashville's healthcare sector experienced significant growth during the "It City" era. Institutions like Vanderbilt University Medical Center and Hospitals of Nashville became major employers and research centers. The city's healthcare industry attracted investment and talent, contributing to its economic diversification. The technology sector also began to take root in Nashville, with the establishment of tech startups and the expansion of existing companies in fields such as software development, biotechnology, and data analytics. This growth was supported by the city's efforts to create a business-friendly environment, including tax incentives and the development of innovation hubs like The Foundry. The expansion of the technology sector helped Nashville transition from a city primarily associated with music to a more balanced economy with opportunities in multiple industries.[6]
Attractions
Nashville's attractions became increasingly diverse during the "It City" era, reflecting the city's growing cultural and economic significance. The Parthenon, a replica of the original in Athens, Greece, remained one of the city's most iconic landmarks, drawing millions of visitors annually. The Country Music Hall of Fame and Museum also became a major tourist destination, offering exhibits that celebrated the history and evolution of country music. Other notable attractions included the Nashville Symphony Hall, the Hermitage, and the Belle Meade Plantation, which provided insight into the city's rich history and heritage. New neighborhoods such as The Gulch and East Nashville contributed to the city's appeal, with their unique blend of historic buildings, trendy restaurants, and art galleries.[7]
New entertainment venues and festivals became staples of Nashville's tourism industry. The CMA Fest, which began in the late 1990s, quickly became one of the largest music festivals in the world, attracting hundreds of thousands of visitors each year. Other events, such as the Nashville Film Festival and the Nashville Pride Festival, further enhanced the city's reputation as a cultural hub. Nashville's nightlife scene flourished too. Venues like Honky Tonk Highway and Broadway Street became synonymous with the city's vibrant entertainment culture. The combination of historical landmarks, modern attractions, and a thriving arts scene made Nashville a must-visit destination for tourists and residents alike.[8]
Neighborhoods
The "It City" era was marked by the rapid development and revitalization of several neighborhoods in Nashville, each contributing to the city's unique character and economic growth. The Gulch, once a neglected area, transformed into a bustling commercial and residential district, featuring a mix of historic buildings and modern developments. This neighborhood became a hub for young professionals, entrepreneurs, and artists, with its vibrant street life, eclectic restaurants, and innovative retail spaces. East Nashville emerged as a creative and cultural center, known for its independent music scene, art galleries, and community-driven initiatives. The neighborhood's growth was supported by the expansion of public transportation, including the Nashville Metropolitan Transit Authority's efforts to improve connectivity between downtown and surrounding areas.[9]
Other neighborhoods, such as Midtown and Green Hills, also experienced significant growth during this period. Midtown, with its mix of historic homes and modern apartments, became a popular choice for families and professionals seeking a balance between urban and suburban living. Green Hills, known for its upscale shopping and dining, saw the expansion of luxury retail and hospitality businesses, reflecting Nashville's growing economic diversity. The revitalization of these neighborhoods was not only driven by private investment but also by city planning initiatives aimed at preserving historic architecture while accommodating growth.