Country Thunder Saskatchewan, formerly known as the Craven Country Jamboree, is an annual country music festival held in the picturesque Qu’Appelle Valley, near Craven, Saskatchewan, Canada. Over the decades, this event has evolved dramatically, changing names, ownership, and its very essence. From its humble beginnings as a fundraiser to becoming a prominent name in the country music scene, Country Thunder Saskatchewan boasts a rich and varied history.
The Inception: Big Valley Jamboree
The festival first saw the light of day in 1983, known then as the Big Valley Jamboree. This event was initiated by Roman Catholic priest Lucien Larré as a fundraising effort for his youth housing charity, Bosco Homes. The inaugural event featured the legendary Roy Orbison as a headliner, setting a high bar for future performances. An iconic element of the early festivals was the “Gopher Run,” a rush seating line where up to 3,000 spectators could bring their own chairs for a prime front-row experience.
Trials and Tribulations in the Late 1980s and Early 1990s
The late 1980s brought significant challenges. The festival came under government scrutiny due to an abuse scandal involving its founder, Lucien Larré. In 1993, the Jamboree was sold to the Alberta-based Vinco Foods, which introduced a sister event in Camrose, Alberta. Despite these efforts, the event faced dwindling ticket sales and revenue, prompting changes such as a ticket sales cap and replacing the “Gopher Run” with reserved “VIP” seats in 1995.
As the festival evolved, so did its atmosphere. Moving away from its family-oriented roots, it became known for its raucous environment. This shift was marked by the Ministry of Health distributing free condoms at the festival in 1993 and a Regina-based company organizing a strip show at the local curling rink in 1994. By 1995, the Jamboree had garnered a reputation for wild antics, with one attendee famously expressing a desire for “fast horses, faster men, and more beer.”
Financial Struggles and a New Direction
Financial instability led to the Big Valley Jamboree going into receivership. In February 1996, the Queen City Kinsmen purchased the festival, aiming to revive it with a “back to the basics” approach and less commercialization. However, profitability remained elusive. In 2000, the Kinsmen rebranded the event as Rock ‘N The Valley, shifting its focus to classic rock.
The Return to Country Roots
The pivotal year of 2005 saw promoter Troy Vollhoffer, who had worked as a stagehand for earlier editions, take the reins. Vollhoffer revived the festival’s country roots, renaming it the Craven Country Jamboree. This return to its original genre marked the beginning of a new era, one that would see the festival grow in popularity and stature.
The Transition to Country Thunder
On October 27, 2016, the festival was rebranded as part of the Country Thunder series of festivals. This change, orchestrated by Vollhoffer through his company Premier Global Productions, was aimed at leveraging greater “buying power” to attract larger acts and enhance the festival’s overall appeal. This integration into the Country Thunder brand helped solidify the festival’s reputation on a larger scale, aligning it with other renowned Country Thunder events across North America.
The Impact of the COVID-19 Pandemic
Like many events worldwide, Country Thunder Saskatchewan faced unprecedented challenges due to the COVID-19 pandemic. The festival was cancelled in both 2020 and 2021, marking a significant pause in its history. However, the spirit of the festival remained undeterred, and it made a triumphant return in 2022, much to the delight of country music fans.
A Glimpse into Country Thunder’s Present and Future
As part of the Country Thunder series, the festival continues to attract top-tier talent and enthusiastic crowds. For instance, the 2024 Country Thunder Arizona lineup, featuring acts like Alana Springsteen and Eric Church, underscores the festival’s ability to draw big names and maintain its status as a premier event in the country music scene. Although this lineup pertains to Arizona, it reflects the caliber of performances that fans can expect at Country Thunder Saskatchewan.
Conclusion: A Festival with a Storied Past and Bright Future
Country Thunder Saskatchewan’s journey from the Big Valley Jamboree to its current iteration is a testament to its resilience and adaptability. Despite facing numerous challenges, the festival has managed to reinvent itself and continue to thrive. Today, it stands not only as a celebration of country music but also as a cultural landmark in Saskatchewan, drawing fans from across the region and beyond.
As the festival looks to the future, it remains a beloved tradition, blending the nostalgia of its origins with the excitement of contemporary country music. Whether you’re a long-time attendee or a newcomer, Country Thunder Saskatchewan offers an unforgettable experience, filled with music, camaraderie, and the timeless charm of the Qu’Appelle Valley.
