By
Erin Coulehan
Photography courtesy
Way Out West Festival
As El Paso continues to assert itself as a destination of culture, tourism, and economic growth, the upcoming Way Out West Festival (WOW Fest) promises to be a cornerstone of this vibrant evolution. This year’s festival, set to take place on Saturday, September 28th, is not just an event – it’s a celebration of the heart and soul of El Paso, showcasing the region’s traditions and talents.
Gina Roe Davis, the dynamic force behind Rave Marketing & Events, is excited about the festival’s new expanded footprint.
“I’m looking forward to the new location and expanded footprint; and the opportunity to really highlight El Paso and all the different, wonderful, things that our community and our town have to offer,” she says. The upgraded space will feature the Convention Center Plaza and an expanded outdoor area, blending seamlessly with the nearby streets. This layout aims to offer a more immersive and engaging experience for attendees, reflecting the city’s growth and forward momentum.
The festival’s new dimensions will allow for an enhanced celebration of El Paso’s unique history and diverse cultural landscape. With the addition of the Independent Nation Stage – sponsored by the upcoming entertainment powerhouse set to open in Sunland Park – the festival will spotlight local and emerging artists, alongside national headliners. This partnership underscores the festival’s commitment to fostering local talent while enriching the city’s entertainment scene.
“We’re very thrilled to have a local stage, which was always to continue to grow and be able to highlight some of El Paso’s talent,” Davis shared.
Way Out West Fest is renowned for its celebration of El Paso’s diverse cultural heritage. This year’s festival will continue its tradition of featuring local vendors, artists, and culinary delights, including the much-anticipated margarita and chili contests.
As Davis highlights, “Way Out West Fest is about promoting El Paso: its unique history, diverse cultures, and traditions.”
The festival’s programming is a vibrant showcase of El Paso’s cultural influences, with music spanning Tejano, regional Mexican cumbia, country, and Southern rock, reflecting the city’s deep-rooted musical traditions.
Country music, in particular, holds a special place in El Paso’s heart.
“Country music has been popular for a very long time. It has very deep roots in El Paso,” notes Davis.
According to Luminate, country music streaming surged by 23.8% in 2023 compared to the previous year, and the genre boasted the top-selling album in the United States. This surge in popularity is driven by several key factors, which are closely intertwined with the festival’s mission to celebrate and promote country music.
One significant factor is the influx of younger fans, including millennials and Gen Z, who are increasingly drawn to country music through streaming platforms.
Artists like Morgan Wallen, Zach Bryan, and Luke Combs have played a pivotal role in attracting this new audience. Wallen’s albums, “Dangerous” and “One Thing at a Time,” have been particularly influential, with his single “Last Night” topping the Billboard Hot 100 for 16 weeks and amassing over a billion streams in 2023. The Way Out West Festival, with its diverse lineup featuring top country artists, taps into this younger demographic, creating a space where new and longtime fans can engage with the genre.
Inclusivity is another key trend reshaping country music that resonates deeply with the festival’s ethos.
Artists like Beyoncé and Kacey Musgraves are broadening the genre’s appeal and challenging traditional boundaries. Beyoncé’s “Cowboy Carter,” with its blend of steel guitars and banjos, exemplifies the genre’s evolving inclusiveness and creative expansion. Way Out West Festival reflects this inclusivity by showcasing a wide array of artists and celebrating the genre’s evolution, making it a beacon of country music’s modern narrative.
To boot, the storytelling tradition of country music, which has long reflected the struggles and triumphs of everyday life, continues to captivate audiences. The festival’s focus on country music allows it to honor this rich storytelling tradition while highlighting the genre’s enduring appeal.
This year’s festival lineup, featuring country sensation Billy Currington and other notable artists, will resonate with longtime fans and new listeners alike. Known for his impressive career, Currington has scored 12 No. 1 hits, including chart-toppers like “People Are Crazy,” “Good Directions,” and “Must Be Doin’ Somethin’ Right.” With nearly two decades of dominating the country charts, Currington’s rich, emotional tenor and keen songwriting have made him a staple in the genre.
The recent surge in country music’s popularity, coupled with high-profile collaborations, has only amplified the genre’s appeal, making this year’s festival even more exciting.
Performers include:
BUD LIGHT MAIN STAGE
Billy Currington
Chase Bryant
Kassi Ashton
Trea Landon
INDEPENDENT NATION STAGE
Mariachi Flores Mexicanas
Josh Marin
Damian Isacc
Joe Barron
Brian Mars
DJ Johnny Kage
The collaboration between Rave Marketing & Events and Destination El Paso represents a significant step forward in the city’s cultural and economic development.
“Destination El Paso is honored to partner with the City and Rave Marketing & Events to bring out all the stops for this year’s WOW fest. Collectively, we’re working to elevate the quality of life in El Paso in ways that will resonate far beyond the stage,” says Jose Garcia, President and CEO of Destination El Paso.
The festival’s expanded footprint and innovative partnerships are set to drive tourism and stimulate local economic growth. The addition of the Independent Nation Stage, in particular, highlights the festival’s role in promoting emerging talent and enhancing the city’s cultural landscape.
David Bingham of The Heritage Group, which is developing the Independent Nation venue, emphasizes the alignment of their goals with the festival’s mission: “Continued growth and inclusiveness create the momentum needed to successfully promote and celebrate everything the Borderplex has to offer.”
As Way Out West Festival gears up for its most ambitious iteration yet, the excitement is palpable.
The festival promises an unforgettable experience with exceptional hospitality, delicious cuisine, and a climate that perfectly complements the festival’s lively atmosphere. Attendees can look forward to a day filled with music, dancing, and celebration, all while experiencing the best that El Paso has to offer.
With its expanded footprint and enriched programming, the Way Out West Fest is poised to further cement El Paso’s status as a premier destination for culture, entertainment, and economic vitality.
“We’re thrilled to invite everyone to be a part of it,” Davis says. “Our goal is to continue to grow and highlight the true talent we have in our community.”
