Jul. 26—MONTROSE, S.D. — The Montrose Music Festival offers a unique escape from the daily grind.
This three-day acoustic music and arts event embraces spontaneity, with performances unfolding organically and lineups decided on-the-spot. Showcasing independent artists, it's a place where time loses meaning and creativity flourishes.
"We are all so busy all year. At the festival, we lose a schedule," said Matt Fockler, organizer of the festival and a native of Montrose. "The best things in life happen off the clock."
Entering its fourth year, the Montrose Music Festival kicked off Friday. It runs July 26-28, transforming the rural community of Montrose into a vibrant hub of creativity, music, and family friendly activities.
Fockler, who spent over 25 years touring as an independent Folk/Americana musician, drew on his experiences to create a festival that addresses a pressing issue he observed across America: the decline of small towns.
"It's not just about the infrastructure falling apart," Fockler said. "It's about the loss of community gatherings, the closure of local businesses, and the sense of disconnection that's becoming all too common in rural America."
The festival is Fockler's response to this challenge. With its unique format that eschews traditional concepts like "main stages" and "headliners," the festival creates an inclusive atmosphere where professional musicians and amateur players alike can share their love of music.
In addition to founding the Montrose Music Festival, Fockler has collaborated with two other area festivals, the Sioux River Folk Festival, a 40-year-old institution held in Canton, South Dakota, and The Rhythm of the River, a 15-year-old music festival in Jackson, Minnesota.
Scheduling the festivals close together is part of a larger vision to create a cohesive and supportive network of music events in the region. This year, he also made a significant effort to promote "The Road to Montrose" for the first time. Organizers compiled a comprehensive list of all the artists' tour stops en route to and from Montrose, allowing community members to join the artists on their journey.
"We're working toward aligning these festivals to run on three consecutive weekends," Fockler said. "It's a slow build, but we're already seeing the benefits of sharing volunteer staff and coordinating our advertising efforts."
This strategic alignment benefits those who are involved. Festival-goers get to enjoy a broad spectrum of music over an extended timeframe, while host communities see a steady boost in visitors and economic activity. It also enables the festivals to draw and keep national acts for longer.
"By scheduling the festivals back-to-back, we can offer musicians more opportunities to perform in the region," Fockler said. "We're also working on booking these artists in local venues between the festivals. This not only provides additional income for the musicians but also brings high-quality live music to our local communities throughout the month."
As visitors wander through the festival grounds, they encounter a series of "camps" scattered throughout the campground. Each camp, with its circle of chairs, operates on two simple rules: one song at a time, moving clockwise around the circle.
"If there's an empty chair and you play, sit down and join in," Fockler said. "This is about breaking down barriers and creating connections through music."
The festival's impact extends beyond the campground. Local businesses in Montrose typically experience a surge in customers during the festival weekend. My Place Cafe, for instance, is packed with festival-goers and performers throughout the weekend, as it hosts pairs of national acts who take turns performing song swaps.
Maxine Montreal, owner of My Place Cafe, is thrilled with the influx of customers.
"We definitely have a busier weekend than normal," Montreal said. "We run a limited menu and it's just a lot of fun."
The festival's mission resonates deeply with many attendees. Jill Burkes, a musician from neighboring Minnesota and member of the acoustic trio Morningbird, appreciates the festival's grassroots approach.
"It's a special community there, doing some awesome things," Burkes said. "We are grateful to be a part of it."
The festival's commitment to community extends beyond music. Art booths dot the landscape, showcasing local talent and providing a platform for artists to connect with a wider audience. Free songwriting and dance classes offer opportunities for attendees to learn new skills and express their creativity.
One of the festival's unique features is the presence of vintage flatbed trucks scattered around the grounds. These impromptu stages are open to anyone brave enough to climb aboard and start playing.
"If you can draw a crowd, we'll pay you next year," Fockler said.
The festival's impact on Montrose itself is tangible. Every cent raised goes towards paying the musicians and supporting local infrastructure, including the city pool, park, and campground.
"We want to give back so that these towns can thrive again," Fockler said. "We've already lost our grocery store. We want to make sure we don't lose things like our local swimming pool."
The Saturday night show stands as the festival's primary ticketed event and serves as the main source of revenue for the festival. This year, attendees receive an innovative USB wristband that functions as both ticket and digital souvenir. Preloaded with approximately 30 songs from festival artists, it provides a take-home Montrose Music Festival sampler.
As the sun sets on Saturday evening, the festival grounds come alive with music drifting from various camps and impromptu stages. Strangers who arrived just the day before are now singing together, sharing stories, and forming connections that will last long after the festival ends.
"This is what it's all about," Fockler said. "We're creating a different version of community here, one that's bigger than just one town or state. It's about using music and art to bring people together, to remind us of what's important."
