Boots in the Park continues to grow, bringing country music and more to new markets.

Since its inception in 2018, Boots in the Park has evolved from a single event in Norco into a festival brand, expanding into multiple cities while maintaining its core mission: delivering country entertainment. With the lineup for Saturday’s Norco edition featuring country icons Brooks & Dunn alongside rising stars like Parker McCollum, Jackson Dean and Bryce Leatherwood, the festival continues to strike a balance between legacy acts and fresh talent.

“The brand for Boots in the Park has been expanding greatly,” said Steve Thacher, founder of Activated Events. “We carefully curate each lineup to make sure we’re giving fans the best of both worlds — iconic artists they’ve loved for years and exciting new talent making waves in the industry.”

The Norco edition holds a special place in the festival’s history. The event’s 2018 launch with Billy Currington in 2018 drew around 5,000 attendees. Now, it welcomes nearly 20,000, and the festival has become a must-attend destination for many country music lovers across Southern California.

This year, the festival is rolling out its largest-ever line dancing tent, tripling in size to accommodate more dancers. The new Whiskey Barrel Saloon, featuring 101 labels, adds another layer. Fans can also take in a car show, a cornhole tournament, interactive art installations, and expanded food and beverage options.

“We want people to come for the music but leave talking about the overall experience,” Thacher said. “It’s about creating memories, whether that’s through music, dancing or just hanging out with friends in a great atmosphere.”

While the Norco edition remains a key stop, Activated Events is rapidly expanding into new markets. The company has plans to produce 20 to 30 events annually, reaching cities like Albuquerque, New Mexico, and Las Vegas while continuing to grow in existing locations. Activated Events also produces food-and-music hybrid festivals like Taco Fest and The Smoke Show, further diversifying its offerings.

“We’re always looking for unique venues and ways to enhance the customer experience,” Thacher said. “Country music fans are everywhere, and we want to bring Boots in the Park to as many of them as possible.”

Despite industry challenges, including rising costs and an uncertain festival landscape, Thacher remains confident in the future of Boots in the Park. Younger audiences are embracing country, with Brooks & Dunn’s return to California — after performing at last year’s Coastal Country Jam — serving as a major draw for fans of all ages.

“Seeing the growth of these events, from small beginnings to massive productions, has been incredibly rewarding,” Thacher said. “The future is bright, and we’re just getting started.”

With even more announcements on the horizon and more markets on the radar, Boots in the Park is proving that country fests are in demand.

As for what’s next, even Thacher is eager to see where the journey leads.

“The exciting part is that there are just so many possibilities, so many opportunities,” he said with a laugh. “We have endless ideas, creativity, passion and drive. We’re just grateful for the chance to keep building and see where it takes us.”