A music festival nestled amidst cornfields in a town with a population of just 600 might seem an unlikely setting. Yet, since its inception in 2015, the Hinterland Music Festival has transformed Saint Charles, located about 30 miles from Des Moines, into a vibrant cultural hub. This annual event draws approximately 25,000 attendees daily, surpassing the population of the entire county where it takes place. In 2023, the festival will run from August 1 to 3, featuring renowned artists such as Tyler, The Creator, Kacey Musgraves, and Lana Del Rey. Founder Sam Summers, a graduate of Iowa State University, shares insights into the festival's evolution, new venue adjustments, and improvements made following last year’s challenges.

Sam Summers, the driving force behind Hinterland, has a robust background in the music industry. He began his journey by establishing a music production company while still a student at Iowa State. By 2012, he had opened Wooly’s, a popular Des Moines bar and music venue celebrated for its diverse range of musical acts. Around this period, Summers started conceptualizing what a large-scale music festival in Iowa could look like. Initially, the plan was to host the event at Waterworks Park in downtown Des Moines, but unforeseen flooding led to a relocation to Saint Charles, which proved serendipitous. "It went really well down there," recalls Summers, leading to a decade-long commitment to the location.

This year marks not only Hinterland's tenth anniversary but also significant changes aimed at enhancing attendee experience. Following feedback from last year, when high temperatures and organizational issues affected enjoyment, Summers and his team have implemented numerous improvements. These include expanding the festival grounds to provide more space, increasing water bottle refill stations, installing misting fans at entry points, adding more shaded areas with tents, and refining the shuttle service connecting the festival to Wells Fargo Arena in Des Moines. "We're absolutely committed to making it a better festival every year," emphasizes Summers, acknowledging past shortcomings.

The vision for Hinterland continues to grow, reflecting both the passion of its founder and the evolving needs of its audience. With a three-day admission starting at $330, the festival promises an immersive experience blending world-class performances with a unique rural backdrop. As attendees gather once again in Saint Charles, they can expect not only stellar music but also thoughtful enhancements designed to elevate their overall experience. The festival's success story is a testament to adaptability and dedication, turning initial challenges into opportunities for growth and innovation.