Rapid City’s Hills Alive Music Festival, a summer staple for Christian music fans since 1985, has been canceled for next year and possibly for good.
Christian radio station KSLT has run Hills Alive from the beginning and owner Northwestern Media says it feels it can better fulfill its mission of leading people to Christ and nurturing believers in their spiritual growth without the festival.
Marketing Director Carl Bliss says Northwestern believes the money, time, and attention needed to safely organize and run such a large event could be better used on radio programing and other, smaller events throughout the year.
Bliss says the decision wasn’t easy and was made after continued prayer with Northwestern, which purchased KSLT two years ago, feeling that dedicating itself to “Christ-centered radio” is the best way for it to win people to Christ.
Bliss emphasizes that Northwestern Media would “be a fan” of someone else holding a Christian music festival in Rapid City.
New Rapid City Mayor Jason Salamun, a former pastor and current mayor, Jason Salamun, says that while he is disappointed by Northwestern’s decision, he too hopes someone else will step in to continue the tradition.
Hills Alive started as a 1-day event and has grown into a weekend event that normally attracts between 15,000 and 25,000 attendees. Admission has always been free with donations and sponsors covering all costs.
This is so sad. I hope someone will take the ball on this.