The company behind Louisville's largest music festivals has signed a 10-year deal to keep them in the Derby City.The deal, signed by Danny Wimmer Presents, will keep Louder Than Life and Bourbon and Beyond in Louisville through 2035."Why Louisville? Because more than a backdrop. It's a heartbeat. It's the energy. It's the people. It's the music. It's the bourbon," Danny Wimmer said. "There's just something about this place you cannot replicate. I'm in 15 other cities. You can't replicate. The city welcomed us, embraced us, and helped us grow something very special. Our fans feel it."Gov. Andy Beshear joined Danny Wimmer Presents, the mayor and other city leaders for the announcement on Friday."Cheers to 10 more years of music festivals known throughout the country, and the world," Beshear said. "Bourbon and Beyond and Louder Than Life celebrate Kentucky's culture and bring people together through music. Thanks to Danny Wimmer for making Louisville his new Kentucky home for another decade."One of the reasons the deal was signed was due to legislation passed this year by the Kentucky General Assembly that provides tax rebates for music festivals in Louisville and Lexington that run for at least two consecutive days and bring in 60,000 people.This new legislation allows for the festivals and host venue to be eligible to receive half of the Kentucky sales tax generated from the sale of tickets and concessions."This legislation is exactly what Kentucky needs to turn up the volume on tourism and tap into the electric energy of music lovers everywhere," said Senate president Robert Stivers, R-Manchester. "This fits into everything we've done using bourbon, the tax code, and tourism incentives to monetize the industry and draw out-of-state visitors to our hotels, restaurants, and shops — boosting local businesses in a big way."The 10-year deal includes a lease agreement with Kentucky Venues, who owns the Highlands Festival grounds, where the two festivals are put on. This agreement allows key access to the festival grounds infrastructure, along with options for future improvements and expansions.The deal will also see annual financial support from tourism and hospitality partners dedicated to marketing for the festivals, with aims at boosting out-of-town attendance and local hotel occupancy.In addition, there will be a DWP Business Growth Plan for potential expansion of operations in Louisville that would bring new jobs, additional festivals, trade shows, and increased investment in the region."Securing this monumental commitment with Danny Wimmer Presents for the next decade is a crowning achievement for Louisville," said Louisville Tourism president and CEO Cleo Battle.In 2024, both festivals generated more than $33 million in economic impact for the city, according to Louisville Tourism.This year, Bourbon and Beyond will be held on Sept. 11-14, with Louder than Life running the weekend after on Sept. 18-21.