GRAND JUNCTION, Colo The Major Mortgage Country Jam is the biggest event to come to the Grand Valley every year with four days of music, activities and food.
“I’m bringing the kids out to see Eric Church, and it'll be really fun, it’s their first concert,"said Country Jam Fan Cindy Godfrey.
The new owners of Country Jam, Town Square Media said that with all the support the community has given them, they want to see how much their festival can help the local economy.
This year they have commissioned an impact study by a CMU professor to find out exactly how important country jam is for the success of our area, and Town Square Media official Dhruv Prasad said they expect to see results from the study by the end of the summer.
"They are looking principally as they should at the impact to local businesses because that's really who benefits from an event like this," said Prasad.
Local hotels said they can't wait for country jam to come around; most of their hotels get fully booked for the four day festival.
“I think it's awesome, I think the financial benefits to country jam are great for the entire city," said William Spychala, Manager of the candlewood Suites hotel.
This year's concert has already had the biggest opening day crowd in the history of country jam totaling at 20,000 fans.
Concert officials expect to have record breaking numbers for each day bringing in nearly 100,000 people throughout the four day event...
"It’s a massive draw this is the one of the biggest if not the biggest country music festivals in the southwest," said Prasad.
People come from all over the country to country jam and local businesses say it helps the tourism industry long after the festival is over.
“It also brings a first time visitor to the grand valley and i think that keeps them coming back,” said Spychala.