“Barretão” is another example of the good phase for major postpandey events

by Andrea
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Boot, buckle and hat. Those who pass the Barretos Pawn Party between August 21 and 31 will get tired of seeing the clothing “Boiadeira”, sung by the phenomenon of country music Ana Castela. She herself is one of the attractions of the festival that, packed by postpandeia, should earn almost $ 100 million by 2025.

Organizers wait for between 900,000 and 1 million visitors at the Barretos Pawn Party in 2025, still a reflection of the 2022, after two years stopped due to the sanitary crisis. It is a broader movement that impacts the entire entertainment sector around the world.

In the case of Barretos, a leap in the capacity of the region’s hotel chain also contributed to the increase in the flow of visitors. Only the city of Olímpia, less than an hour’s car from Barretos, has expanded the number of beds from about 20,000 to over 30,000 in the last five years. “Today there are a numerous amount of beds that allow tourists from all over Brazil to come to barretos more easily,” says the president of Os Independentes, an association responsible for promoting the event, Jeronimo Luiz Muzeti.

“Barretão” is another example of the good phase for major postpandey events

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According to the organization, almost 50% of Brazilian municipalities have at least one buyer for the 2025 edition. Even if the vast majority of visitors are from the state of São Paulo – 67%, according to data from 2024 from the Secretariat of Tourism and Travel -, the growth of visitors from other states allowed a considerable increase in the average ticket, especially in the most luxurious sectors.

“Tourists who come from all over Brazil usually buy three to four days within the event. This has added a lot to all the noblest sectors,” explains Muzeti. Even the pandemic, the average ticket of the Barretos Pawn Party was $ 120. Today, before the event began, it is around $ 220, but should fall to approximately $ 180 due to sales of less demanded days on the weekend, more consumed by the region’s public.

Barretos Boiadeiro Pawn Party (Photo: Disclosure/OS Independents)

The cost of some cabins, however, jumped over 30% from 2024 to 2025, far above inflation of 5.23% in 12 months to July measured by the IPCA. Watching the Doubles Show Jorge & Mateus, Rio Negro & Solimões, Cesar Menotti & Fabia and Edson & Hudson at Camarote Brahma on Saturday, the 30th, can cost more than $ 3,000.

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Opera summary? The Barretos Pawn Party should earn between $ 80 and $ 90 million, according to the Infomoney. In 2024, it moved R $ 395 million in tourism in the city, according to the Secretariat of Tourism and Travels of the State of São Paulo

In fact, all those consumers who have gone through the pandemic without being able to go to great shows came back from isolation with more appetite for live entertainment. This is one of the reasons why festivals and individual presentations are still crowding stadiums.

It is estimated that the revenue generated by live music events in Brazil in 2024 was $ 167 million, with an evolution projection to $ 173 million by 2025 and $ 177 million by 2026. It is clearer why the English Coldplay has done no less than eleven dates in the country in 2025.

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For now, both the increase in ticket sales and sponsorships support the impulse, but analyzes point to a revenue stagnation generated by advertisers in the coming years at the level of $ 34 million in the live shows industry.

In the case of Barretos, the number of sponsors jumped from an average of 6 major partners in recent years to 10 Masters in 2025 in negotiation to create the sertanejo circuit with other festivals. These include Brahma, Sicoob, Ballantines, Volkswagen, Pepsi, Tim, Betmgm, Ipiranga, Ballena and Levity, Fora Billboard and Grupo Globo Group, media partners.

Part, of course, has to do with the whole movement involving the demand of consumers for the shows, but the event has also been structured to reach a larger audience.

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Muzeti recalls that the event became nationally known from the 1990s with international attractions such as Country Alan Jackson, Garth Brooks and even Colombiana Shakira. The variety of artists, ranging from the backcountry of Alok, Anitta and even Mariah Carey is one of the impulses of the nationalization of the party, says the executive.

Being the scenario of Rede Globo’s soap opera “America” in 2005 also helped.

For the organizer, the high investments made in infrastructure in recent years. Today, the space of the Barretos Pawn Party has become a real city: to get an idea, who decides to accommodate the Camping of Parque do Paão, with access to the shows and the mount, has pharmacy, laundry, children’s and adult outpatient clinic, ambulances ICU.

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R $ 20 million were spent on works to expand cabins, improvements in water and sewage networks, new streets and lighting. From the end of the event this year, the organization wants to transform the pawn park into a permanent exhibition space for visitation and attraction of tourists throughout the year.

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