Orlando rave wins award for massive economic impact
Electric Daisy Carnival Orlando (EDC), the globally known dance music festival, has received a Golden Brick Award from the Downtown Orlando Partnership. The festival, held at Tinker Field, won in the entertainment & special events category for 2024.
The win marks a milestone for the event, which has taken place in downtown Orlando for 12 years. According to President & CEO Jill Vaughan of the Downtown Orlando Partnership, EDC Orlando has only been submitted for Golden Brick consideration three times. It was named a finalist each time, but this is its first win.
The Golden Brick Awards program, presented by the Downtown Orlando Partnership, dates back to the late 1970s. The partnership itself was founded in 1961.
Downtown Orlando Partnership in its early days recognized the importance of entertainment to the Orlando community, recognizing Bob Snow, the founder of Church Street Station, as its first Downtowner of the Year.
The decision to honor EDC Orlando centered “100% upon its substantial economic impact on downtown Orlando and the visibility that it brings to Central Florida,” Vaughan said.
The event’s 2024 award submission says EDC generates more than $110 million in local economic impact annually. The revenue stems from attendees visiting restaurants, bars, clubs and attractions and booking multi-night hotel stays. Vaughan noted the event drives the highest hotel rates of the year downtown.
Businesses in lodging, hospitality and retail report strong returns during the event.
Aloft Orlando Downtown – which is five minutes from Tinker Field — sees average daily rates of $700 per night, said General Manager Glenn Dickerson.
The Grand Bohemian Hotel, another downtown hotel popular among EDC attendees, typically sells out each night of the event weekend, with some rooms priced as high as $750, said General Manager Benjamin McCarney.
“It was our busiest night of the year,” Mango's Tropical Cafe Managing Partner Joshua Wallack previously told Orlando Business Journal. “We had 2,500 people come through on November 9th.”
Wallack’s International Drive nightclub operated normally on Friday, Nov. 8, closing at 2 a.m. — but on Saturday, the venue stayed open until 6 a.m., serving water and Red Bull after 2 a.m.
“It was the EDC crowd,” he said. “They do late night.”
Further, Wallack’s two other on-site ventures — Kali, a nightclub, and Corazón by Baires, a restaurant — also did very well, he said. Corazón was fully booked Friday and Saturday and Kali stayed open and was full until 5 a.m. Sunday.
The event also has had some critics and challenges, however.
Because EDC is a rave — a high-energy dance party featuring electronic music played by DJs and vibrant light shows — some have noted the potential for drug use, which can be associated with such events. The nonprofit Project Opioid has actively worked to prevent overdoses at EDC Orlando by distributing naloxone kits to attendees, said reports.
Related to this, Allen Johnson, chief venues officer for Orlando Venues, told OBJ, “There are some misconceptions about the event that are easily dispelled once you realize EDC is a massive celebration of music, dancing, inclusivity and fun. It's a truly unique experience and scores of people travel to Orlando from around the globe to enjoy the immersive event.”
The 2024 event welcomed more than 100,000 fans daily, said Johnson. In 2024, Saturday’s attendance reached a record 105,000. The fans — referred to as “headliners” — often stay several days and explore the city.
Johnson, whose team coordinates the event, said hosting EDC requires “a laser-like focus on coordination and collaboration” with City of Orlando departments and other key partners. He said the payoff is seeing guests “having the time of their lives.”
He added, “Local businesses absolutely love how EDC positively impacts their bottom line.”
EDC’s only eastern U.S. presence is in Orlando, which according to its award submission, “speaks volumes about how our Central Florida community has embraced the festival.”
EDC also has events in Las Vegas, Mexico City, Seoul, Suzhou, China and Phuket, Thailand.
The Venues project team listed on the submission included Johnson; Craig Borkon, deputy chief venues officer; Kevin Brown, booking division manager; and Kirk Wingerson, marketing division manager, all from Orlando Venues.
Finalists and winners are selected by a judging committee made up of the partnership’s board of directors and trustees.
Other categories and winners include:
- Arts & Culture: Judson’s Live at the Dr. Phillips Center for the Performing Arts was honored for its role as an intimate new venue hosting hundreds of performances in its first year. Look inside the venue.
- Award of Excellence: Orlando Pride was recognized for winning the 2024 NWSL Championship and celebrating with a historic downtown parade, marking the city’s first major league trophy.
- Commercial & Residential Development: Society Orlando took top honors for its 27-story mixed-use tower that adds hundreds of new residential units and expansive amenity space. Learn the latest from Society Orlando.
- Community: Page 15, Inc. received an award for its literacy and creative writing programs serving youth in Parramore.
- Diversity, Equity & Inclusion: The "Know Your Place" documentary film was recognized for highlighting personal stories of racism and segregation in Central Florida. Learn how the film came to life.
- 2024 Downtowner of the Year: Jarrod Dillon, president of business operations, Orlando City SC, Orlando Pride and Inter&Co Stadium.
- Game Changer: DTO Live! was honored for delivering more than 600 free arts and cultural events downtown since launching in June 2024.
- Hospitality & Dining: The Drake Kitchen + Bar received the award for its globally inspired menu and neighborhood appeal. Get to know the chef.
- Innovation & Technology: UCF and Orlando Health were recognized for their Epic Advantage partnership, providing students hands-on training with electronic health records.
- New Office Design: CI Group received the award for its balanced and community-facing downtown workspace.
- Public Works & Placemaking: The FORDify the Arts Courtyard was honored for transforming a former parking lot into a vibrant public gathering space. See the project installation.
- Redesign & Renovation: J. Henry’s Barber Shop won for its recovery and reopening after a fire, supported by the City of Orlando’s CRA Façade Improvement Program.
- Sporting Events: The 2024 U.S. Olympic Team Trials – Marathon earned the award for drawing national and international attention and generating a $13.6 million impact. Read more about the trials.
- Sustainability & Resiliency: The award went to the Education Center at 4Roots Farm Campus, the first Florida building to meet the rigorous Petal certification for regenerative design. Learn about the farm's debut.