"We want to create a really engrossing atmosphere for the average person,"
says Jason Rodriguez, co-founder, and co-director of the festival. "We want to show people what's in their own backyard." Rodriguez feels the festival is a means to promote Utah music, which he deems an underutilized resource. "I feel that there is not enough promotion for talented artists, so we are giving local musicians an opportunity to be heard," says Rodriguez, also part owner of a professional recording studio in downtown Ogden, called Studio 801.