After four years, Merritt is country festival country again.

But as organizer Kenny Hess wants to make clear, this isn’t the Merritt Mountain Music Festival.

This is Rockin’ River, and he’s careful to point out that he’s been doing this for six years, just in a smaller venue.

Where in Mission the venue was only able to hold 10,000, the new digs just outside of town cap out at nearly 40,000. He said the facility is the only thing about the festival that’s going to change.

“It’s going to be the same thing,” he said. “It’s going to be a very well run, organized event.”

He said that he didn’t think Mountain Fest intended to be anti-family friendly, it just “kind of got away from that.” As far as Rockin’ River goes, expect a more family friendly atmosphere.

He’s partnered with the eight local First Nations to set up an interpretative centre with interactive displays on site, as well as painting and other activities for kids. If they’re under 12 years old, they get in for free.

“We have a chance of keeping that atmosphere and making the event as successful as we possibly can through that,” said Hess. “That’s the goal anyway.” And he’s optimistic he can achieve that goal.

With acts like Lady Antebellum, Big and Rich with Cowboy Troy, Dierks Bently, the Nitty Gritty Dirt Band, and Canadian acts like Dallas Smith, Tebey, and Hess himself, he isn’t modest about the quality of the music.

“[Attendees] can expect to see some of the best musicians in the world, see some of the best music that there is in country music today, and I think just overall have a wonderful experience,” he said. “I’m very proud of what we’re bringing.”

There’s also going to be plenty of food. “We’re going to have all kinds of vendors there, including some favorite local ones,” said Hess. “We’re going to do everything we can to represent the community as well as we can with what it has to offer.”

He said Merritt is lucky to have the kind of people that make his job easier.

“I know a great deal of people in the community, and they’ve been very supportive over the years,” he said. “I know if it wasn’t for some of the people within the community, I wouldn’t have found it quite as attractive to come back here and do the festival here.”