NOODLE: The Thinkers Convention generated just over $1 million in economic impact and more than $58,000 in tax revenue, according to a report released by Newport News.
NOODLE was a free, two-day event in downtown Newport News on Memorial Day weekend. It featured culture, business and panel discussions as well as live performances from stars like Chance the Rapper, sessions with entrepreneur Daymond John and Youtubers Rhett & Link.
The city gave the convention a one-time grant worth more than $3 million, and the event drew approximately 4,000 attendees.
Despite operating at a loss, Vice Mayor Curtis Bethany remained optimistic, noting that the event was held to explore whether Newport News can host major events to bring attention to their city. Bethany said in many ways, the results were positive.
“I was extremely optimistic based on that report, because it tells us that there is an appetite to do that caliber of event,” Bethany said.
“Now we have a benchmark and a proof of concept. All the content is there to show you exactly what NOODLE is and what it can mean for the future.”
Bethany pointed to the success of South by Southwest in Austin, Tx., which now generates hundreds of millions of dollars annually.
More than two-thirds of NOODLE attendees rated their experience highly, and roughly 85% said they would be inclined to return to the event again. Sixty-nine percent of convention-goers came from outside the city, generating revenue for hotels and local businesses.
The grant for the convention was marked as a “one-time investment” from Newport News’ 2025 surplus fund.
As it stands, it is unclear whether NOODLE will secure funds to return.
“It’s a little premature to be able to commit to what the future of NOODLE will look like,” Bethany said.
“The point is that the report was very promising, so we just have to have those conversations. … How do we elevate the brand and narrative of Newport News and who we are and take ownership of our story?”