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Grammy Winner Little Big Town Performing at Nationwide PrimeTime

Nationwide Marketing Group’s PrimeTime returns in August for its first face-to-face session since early 2020.

And to honor its retailers, Nationwide announced that Grammy Award-winning country group Little Big Town will perform as part of the event’s festivities.

The semi-annual event will be held August 15-18 at the Gaylord Opryland Resort & Convention Center in Nashville, and this PrimeTime will mark the start of Nationwide’s 50th-anniversary celebration.

Centered around the theme “50 Years United,” the event will focus on the thousands of independent retailers who have called Nationwide Marketing Group home over the last five decades.

Nationwide says it’s this half-century legacy that made Little Big Town eager to perform for the group’s independent retailers.

“All four of us grew up in small towns and remember shopping at local stores where people knew not just your face but your name,” says Little Big Town’s Jimi Westbrook. “So, when Chris, who I’ve known for years, asked if we’d be interested in performing for the small business owners who have selflessly kept our country moving over the past year, we immediately said yes.” 

This year’s PrimeTime will have two days of buying on the tradeshow floor as well as PrimeTime Palooza, a fast-paced, high-energy, 90-minute event featuring limited-quantity deals; educational programming through the Nationwide Learning Academy; networking with independent channel peers and vendor partners; and, millions of dollars in cash back reimbursed right at the show. 

“PrimeTime is always a celebration of our members, but we wanted this first in-person PrimeTime since the pandemic to be extra special,” says Tom Hickman, Nationwide’s president and chief member advocate. “Fortunately, we were able to leverage an existing relationship that Chris Kirk, our vice president of business and financial services, has with Little Big Town to bring the band to the Grand Ole Opry. We are all incredibly excited to see and spend time with our members, and this concert will kick off what will undoubtedly be an unforgettable week.”

PrimeTime attendance is free for all members and guests. Nationwide Marketing Group has secured discounted hotel rates at the Gaylord Opryland for PrimeTime attendees, and reservations may be canceled up to two weeks before the event without penalty.

Registration for PrimeTime is now open. For more information, visit

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