Powered by The Phoenix, 1 Million Strong Celebrates Its Second Year
as Danny Wimmer Presents Partner
Louisville, KY – 1 Million Strong, an impact initiative uniting the music industry, artists, and fans to create sober-inclusive spaces and ensure no fan is left outside the gates, is announcing its return to the Bourbon & Beyond and Louder Than Life festivals. September marks 1 Million Strong’s first anniversary and its second year as a partner at two of the hardest-hitting events produced by Danny Wimmer Presents. 1 Million Strong fosters open conversations about wellness and recovery and offers support for those impacted by addiction and their allies through The Phoenix. 1 Million Strong was created in partnership between The Phoenix, Stand Together Music, and Stand Together Foundation.
At 1 Million Strong’s signature sober-supportive retreat, attendees can find a relaxing space to cool off, connect with a like-minded community, participate in a daily recovery meetup, snap a photo in the photo booth, and enjoy delicious mocktails right in the heart of the festival sights and sounds. Bourbon & Beyond 2023 will take place September 14 – 17 and will feature 1 Million Strong mocktails from Louisville’s own The Conscious Cocktailer, food and music, with headliners including Bruno Mars, The Killers, Brandi Carlile, and The Black Keys. Meanwhile, a spectacular list of rock artists will take the stage at Louder Than Life on September 21 – 24, including Foo Fighters, Green Day, Tool, Avenged Sevenfold, and many more. For both festivals, the 1 Million Strong Retreat, powered by The Phoenix, will be located in the southeast corner of the Highland Festival Grounds, across from the Big Bourbon Bar.
“Music unites us all, regardless of our journeys,” said Chamie McCurry, Chief Marketing Officer of Danny Wimmer Presents. “Teaming up with 1 Million Strong, we’re continuing to foster an inclusive haven at Bourbon & Beyond and Louder Than Life, making festivals not just about the music, but the overall fan experience.”
In 2021, it was estimated that 46.3 million Americans ages 12 and older had a substance use disorder and 56% of music industry professionals cited problematic substance use. Setting its sights on the music industry and working alongside partners like Danny Wimmer Presents, 1 Million Strong aims to support one million people impacted by addiction by 2025. Over the past year, 1 Million Strong has partnered with almost a dozen major music festivals and venues across the country, including In Between Days, New Orleans Jazz & Heritage Festival, Stagecoach, and more.
“The music industry is a force capable of driving change throughout all of society, making this the perfect space to launch 1 Million Strong,” said Colette Weintraub, Head of Stand Together Music. “Our partnership with Danny Wimmer Presents is a testament to the industry’s power to unite people, build community, end stigma, and have open conversations about wellness and recovery. Together, we’re turning festivals into platforms for transformation.”
1 Million Strong has helped bring new mental health and wellness support to back-of-house and front-of-house spaces, through activations like meditation and yoga led by The Phoenix – a sober active community that provides free, active, and meaningful programming – such as rock climbing, CrossFit, yoga, music and social events – to anyone impacted by substance use, including those in recovery and their allies, and anyone who chooses to live a sober lifestyle. The initiative’s presence has been a welcome one for festival-goers. Nearly half of the people who have experienced a 1 Million Strong retreat have signed up to become more engaged to learn more about The Phoenix.
“Sobriety isn’t just about abstaining; it’s about embracing life with a newfound vitality,” said Scott Strode, Founder and National Executive Director of The Phoenix. “At Bourbon & Beyond and Louder Than Life, 1 Million Strong invites you to experience the power of community, proving that recovery enhances, not hinders, the festival spirit.”
To learn more about the 1 Million Strong movement, visit www.1millionstrong.com. For more information about Bourbon & Beyond, visit www.bourbonandbeyond.com