CULLMAN, Ala. – Rock the South promoters announced Monday morning that the festival will return the weekend of August 13-14, 2021 after it was put on hold in 2020 due to COVID-19 restrictions.
“We are excited to welcome everyone back this August and are excited about the huge lineup for 2021,” said Cullman City Mayor Woody Jacobs. “The health, safety and well-being of our employees, guests and event participants will remain a top priority for both the City of Cullman and Pepsi Rock the South organizers.”
Shane Quick, Partner-Pepsi Rock the South, said that with an incredible lineup of musicians, fans will again enjoy hearing live music in beautiful Cullman, Alabama. In a release sent to The Cullman Tribune, an official media partner of RTS, it stated “after much planning and research over the past several months, event organizers and the City of Cullman believe that late summer will be the perfect time to bring the event back for its 10th year.”
Following a year of cancelations due to COVID-19, concert promoters are ready for the mandates to be lifted so crowds can once again enjoy live music at outdoor festivals. Quick said the decisions were not taken lightly and are following models similar to those of the University of Alabama.
“With the recent announcements made concerning Alabama’s mask ordinance ending on April 9, as well as The University of Alabama’s decision to return to traditional in-classroom instruction for fall 2021 and plans to open Bryant-Denny Stadium to full capacity for football games, we are following models that predict COVID-19 herd immunity will be achieved by late spring or early summer,” said Shane Quick- Partner-Pepsi Rock the South. “We feel confident that we are on the right track to safely hold our outdoor event in August.” Pepsi Rock the South was founded in 2012 to celebrate the spirit of people helping people and continues to support charities that help people every day in our local communities.”
In the statement, artist announcements will begin on April 5, 2021 at 8 a.m. CST. Tickets will go on-sale a few days later at 8 a.m. on April 9.
For those ticket holders who did not refund their tickets from the 2020 cancellation, Pepsi Rock the South-partner Nathan Baugh said, “ticket buyers who held on to their 2020 tickets will automatically be emailed tickets for the 2021 festival by April 19.”
“The spirit of giving has always been the backbone of our festival year after year and last year, we were proud to give our ticket buyers the opportunity to donate their refunds to local partners,” continued Baugh.
Economic impact has always been a question for many residents of both the city and county. While many believe a loss of revenue is experienced for local businesses during the two-day festival and week leading up to the event, Quick said this has been addressed.
“To gain an accurate account of the economic impact of the festival on the local businesses and governments of Cullman and Cullman County, Rock the South organizers have worked in the past with the University of Alabama’s Center for Business and Economic Research and Younger and Associates, a respected economic analysis firm.”
Cullman Economic Development Agency director Dale Greer said, “An analysis of past festivals concluded that Rock the South has $13.4 million in economic impact per year.”During the seven years that the festival has been held, an average of 31,000 people attended each day of the festival, spending a total of $4,500,000 in Cullman County over the two days.
“The overall impact of this event is tremendous for both the City of Cullman and the State of Alabama and we believe we can hold this outdoor event safely,” said Jenny Folsom, President of the Cullman City Council.
Quick said in response to COVID-19, “the Rock the South team will continue to monitor the situation and follow CDC and Alabama state guidelines, taking a variety of steps to make sure that this year’s Pepsi’s Rock the South is the best yet!”
Event organizers encourage attendees to review updated policies and procedures prior to their arrival.
One aspect overlooked at the festival which is close to Cullman City Councilman Clint Hollingsworth is not just the revenue driven into the area, but donations made to local charities.
“The revenue that Pepsi Rock the South consistently brings to our area hotels, local small businesses and charities are significant,” said Hollingsworth. “Through the years, the event has donated or raised more than $600,000 for local charities and organizations from festival proceeds.”
The event’s website http://www.rockthesouth.com will include full details on the protocols the City of Cullman and Pepsi Rock the South event staff are enacting to provide a great event.
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