Vollfhoffer took the money he made playing hockey and, in the mids, created what's now called Premier Global Productions. The company was already involved on the production side of the festival — then called Rock N' The Valley — in , when Volhoffer was approached by the Queen City Kinsmen to take over running it. The first step, Vollhoffer said, was to take things back to its country roots. Or, as its slogan went, "Back To Our Boots.
The rebrand didn't get off to a smooth start. Country superstar Tim McGraw was booked to headline the festival in , but he was also performing at the Calgary Stampede. Craven Country Jamboree rebranded to Country Thunder in Vollhoffer said it's important to include a good amount of Canadian talent at all of the festivals' locations.
At the end of the day, no matter how big the brand gets, it started in Saskatchewan and always comes back to Saskatchewan, Vollhoffer said. The music festival has campsites in the valley for those attending, and buses provided by SGI to Regina and Moose Jaw. In the festival had major weather problems but did not cancel the festival, some attendees waited over 18 hours in line because of road problems. In October the festival invested in road improvements.
Wikimedia Foundation. Craven, Saskatchewan — … Wikipedia. Culture in Regina, Saskatchewan — Regina, Saskatchewan has a rich cultural life in music, theatre and dance, amply supported by the substantial fine arts constituency at the University of Regina, which has a large fine arts department including faculties of music and theatre.
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