Kid Rock, Jason Aldean, and Miranda Lambert are headlining the Rock the Country Music Festival's "7 Small Towns and 7 Massive Shows" tour, scheduled for July 26-27 at the Anderson Sports and Entertainment Center.
So far, 21,000 tickets have been sold, and organizers expect 25,000 visitors to Anderson County over the two days.
A study on the festival's impact estimated that it could have a roughly $19.2 million economic impact on Anderson County and the surrounding Upstate.
Other notable artists scheduled to perform include Brantley Gilbert, Travis Tritt, Big and Rich with Gretchen Wilson, Colt Ford, Gavin Adcock, Elvie Shane, Sadie Bass, and Dee Jay Silver.
“We are very excited about the opportunity to host the Rock the Country festival in Anderson County," said Neil Paul, executive director of Visit Anderson. "Festivals such as this are an incredible way to welcome visitors from all over the country to our community.”
Guests can bring their chairs or upgrade to bleacher seating. There will be plenty of restrooms and extensive food and beverage options. Local and national sponsors will also be on-site with games and activations.
Click here to purchase tickets for the event and view parking details and event policies.
Why is Anderson hosting Rock the Country?
Anderson will be the final destination of the seven small-town country music festival tour. The city is known for its enthusiastic support of all genres of music, including rock 'n' roll, soul, and country music, making it an ideal location to end the tour on a high note.
The Anderson Sports and Entertainment Center has hosted numerous famous artists, such as Peaches & Herbs, The Beach Boys, Billy Ray Cyrus, Willie Nelson, Darius Rucker, Josh Turner, and many more.
Organizers chose small towns like Anderson for the Rock the County Music Festival to bring country music back to its roots and serve the passionate fans who live and work in small towns.
Officials said they aim to create an authentic and memorable experience for artists and attendees by hosting the festival in Anderson County.
"An event of this size requires a lot of pre-planning. Organizers have been meeting with Anderson County and city of Anderson leaders since before the announcement last November," said Rusty Burns, Anderson CountyAdministrator, in a release. "Anderson is thrilled to work with 46 Entertainment and looks to create a strong relationship for years to come."
What is the economic impact of Rock the Country?
Concert promoter 46 Entertainment hired Clemson University Regional Economic Analysis Laboratory to assess the impact Rock the Country will have locally.
As of July 10, 2024, ticket sales exceed 21,000, with over half from out of state and about half of those from South Carolina are from outside of Anderson County, according to the Rock the Country Economic Impact Analysis conducted by Robert T. Carey, Ph.D. at Clemson University.
The Rock the Country Music Festival is expected to significantly boost the local economy by attracting around 25,000 visitors who will spend money on accommodations, dining, shopping, and local attractions, benefiting local businesses, hotels, and restaurants.
“Anytime we get a big event like Kid Rock and friends, it’s always a game-winning Hail Mary touchdown for the local economy," said Trey Boggs, Owner of Palmetto Distillery. "We will have our new flavors out on the bar for sampling. Drink up, Palmetto Moonshine, and many more."
Michael McBrayer, 46 Entertainment's government relations director, is excited about bringing the festival to Anderson.
"We hope to bring this event back to Anderson County, and we want it to be a catalyst for music-based tourism and pride for the residents of Anderson," he said.
What to know about the economic impact analysis
According to the Rock the Country Economic Impact Analysis, local festival attendees' spending will come primarily from fuel, dining out once over the festival weekend, and small retail purchases.
Non-local visitors' spending, including those from other parts of South Carolina and out of state, is assumed to cover expenses for dining, shopping, transportation, lodging, and entertainment within two days.
"Our records indicate ticket holders are coming from 47 states and Canada, and sales have been particularly strong in the Upstate," said Neil Paul, executive director of Visit Anderson.
Lodging in Anderson County or nearby
According to the analysis, some guests are expected to stay at hotels in the City of Clemson. However, nearly 1,000 guests have reserved camping spots for the weekend instead.
According to the report, lodging in Anderson and nearby areas such as Clemson is expected to have a positive “spillover” impact on Anderson County.
Located in downtown Anderson. Hometwo by Hilton is 2.5 miles from Anderson Sports and Entertainment Center, where the Rock the Country Music Festival is taking place.
Cindy Suttles, vice president of Sales and Marketing for Paragon Hotel Company, spoke about the impact of the Rock the Country Music Festival on their business.
As soon as the festival news was announced, they noticed an increase in bookings at their Home Two Suites in downtown Anderson and 21 other locations in the area, Suttles said.
"We sold out within three days and a week at the minimum," she said. "Paragon Hotel Company's properties in Anderson are fully booked for July 26 to 27.
"This event had a significant impact that we didn't expect," she said. "July is usually a slower month in our Anderson market because of the July holidays and summer vacations. We are pleased to have exceeded our expectations. Any extracurricular activity that makes Anderson a popular destination and puts us on the map has a substantial economic impact on the entire area."
Jobs, increased wages, and taxes
The current analysis shows that spending by concert-goers in Anderson County will create around 156 jobs.
Steve Kay, owner of The Bleckley Inn, a small boutique hotel in Anderson located at 151 E. Church St., will provide lodging for a few of the 25,000 expected visitors.
"We hope the attention we gain from this event will return visitors to our city again," Kay said.
The local government is expected to see a boost in accommodations tax revenue of approximately $93,700 in 2024, and hospitality tax revenue is projected to increase by about $118,100 for the year.
After the event is completed, the final report will provide a more detailed fiscal impact projection.
How to beat summer heat at Rock the Country?
According to the National Weather Service, South Carolina is expected to experience warmer-than-normal temperatures from July through August.
Fire and medical teams will be present throughout the event and have gathered information from previous festival locations, such as Ocala, Florida, where temperatures soared.
Officials said that anyone planning to attend outdoor festivals during this period should take extra precautions to stay hydrated and protect themselves from the heat.
What to know about heat precautions and heat-related illnesses
Extra efforts have been made to combat the heat, including misting stations, free water stations, medical support tents, and on-site equipment.
Officials advise wearing light clothing, using sunscreen, drinking plenty of fluids, and taking breaks in cooling areas to help prevent heat-related illnesses.
Heat exhaustion can include heavy sweating, weakness, cold, pale and clammy skin, a fast or weak pulse, nausea, or vomiting.
Heat stroke is more severe and can feature symptoms such as a high body temperature above 103F, hot, red, dry, or damp skin, a rapid or strong pulse, confusion, and possible unconsciousness.
What to know about safety and security?
More than 250 experienced event security personnel will be traveling on the tour. Anderson County Emergency Management will coordinate detailed local support for safety and security.
Road closures and traffic coordination will also be implemented to manage the influx of attendees efficiently.
"We have visited other locations to assess their safety plans and have worked to develop plans that are unique to our setting," said Joshua Hawkins, Director of Emergency Management.
Travis Rose covers Anderson County for the Independent Mail. Reach him via email at trose@gannett.com.
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