The live events industry has faced tremendous challenges over the past few years, but one key issue has been present for decades: the lack of dedicated designations for our industry in federal NAICS (North American Industry Classification System) codes.
A lack of representation has long hampered our ability to quantify impact, advocate effectively and secure federal support. Now, we have an opportunity to change that by amending superdepartment NAICS code 72 to explicitly include “events.”
What is Super Sector NAICS Code 72?
Currently, supersector NAICS code 72 is designated “Leisure and Hospitality” and covers hotels, restaurants and related businesses. While this designation covers a portion of the hospitality industry, it excludes the live events industry, which often intersects with the hospitality industry and represents a significant economic force.
We request that super industry code 72 be changed to ‘Leisure, Hospitality and Events’ to align with the modernized National Occupational Cluster Framework approved on 6 June 2024. This change will reflect that the live events industry is a unique and important part of the industry. economy, ensuring it is included in federal analysis and planning.
Why this revision is important
NAICS codes are critical for federal purposes, including tax filing, business registration, and access to resources, including emergency federal funding during national or global crises. The lack of a unified name has presented challenges for decades, but the pandemic has exposed these inequalities on a larger scale. Without inclusion in the super industry, the live events industry will face three significant obstacles:
1. Quantify our economic impact
LEC research estimates that by 2020, the live events industry will include 12 million professionals, 2 million small businesses, and contribute more than $1 trillion annually, nearly twice the size of the U.S. auto industry at the time. However, gathering this data to illustrate our collective economic impact on the federal government is an uphill battle due to fragmented classifications across more than 30 codes.
2. Prove our value
Unlike the hospitality industry, which is unified under Super Sector 72, the live events industry’s classification lacks cohesion, making it difficult to advocate for its collective needs.
3. Ensure equitable funding sources
Federal relief programs rely heavily on NAICS codes to distribute emergency funds during the pandemic. Without a unified classification, businesses in the live events industry have been largely excluded, exacerbating decades of underrepresentation.
What is the live events industry?
The live events industry is a large and diverse ecosystem encompassing six main verticals:
1. Corporate activities (Meetings, conferences, trade shows, product launches, brand activations, consumer presentations, company gatherings).
2. Sports events (local/professional sports, marathons, championships, rodeos).
3. Fairs and festivals (art fairs, music festivals, carnivals, expos).
4. Celebrations (Weddings, Bar Mitzvahs, Graduations, Anniversaries).
5. Fundraising and political events (Celebrations, auctions, rallies, inaugurations).
6. Performance (Concerts, Drama, Opera, Dance, Comedy).
These verticals include nearly 200 unique roles, from event planners and production staff to performers and rental vendors. Together they represent a vital economic force that connects communities, businesses and audiences.
The clock is ticking
The NAICS code is updated every five years, and the deadline for the next revision is coming soon. Congress is currently focusing on this important issue. If we miss this opportunity, our industry will remain divided until the next opportunity to apply for revision in 2030, perpetuating the challenges we have faced for decades.
How you can help
Your support is vital. You can help demonstrate the need for this amendment by writing a letter to the federal government. Here’s how to get involved:
- Read the overview: Become familiar with the documentation provided. Overview document
- Customized sample letters: Download a sample letter and personalize it with your contact information. sample letter
- Use company letterhead: Print your letter on organization letterhead to add credibility.
- send your letter: Save completed letter as PDF and email to Laura Palker January 15, 2025.
Together we can create change
Modifying supersector NAICS code 72 to Recreation, Hospitality and Events is not just for recognition. It ensures the live events industry has the resources, representation and resilience to thrive. By uniting our voices, we can improve data collection, strengthen advocacy, and ensure equitable treatment in federal initiatives.
Take five minutes today to write your letter and help make this important revision a reality. Let’s show the federal government that the live events industry is an important economic force that deserves proper inclusion.
If you care about protecting our industry from future crises or ongoing crises Now To our industry colleagues currently affected by the fires in Los Angeles, please take action now. Together we can ensure the live events industry gets the recognition and resources it has long deserved.
If you have questions, please contact me at wedy@wendyporterevents.com. Thank you for standing with us in this important effort.
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Wendy Porter is the founder and chief event strategist of Wendy Porter Events LLC, a Minneapolis-based events agency. An award-winning industry leader, Wendy was recently honored with the 2024 Smart Women Conference Visionary Award.
She serves as Vice President of Government Affairs for the Live Events Coalition (LEC) and has played a key role in lobbying more than 100 members of Congress during the pandemic. Under Wendy’s leadership, HB 3807, a bill aimed at providing relief to hard-hit businesses in the live events industry, passed the U.S. House of Representatives in 2022, but narrowly failed in the U.S. Senate.
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