River City Roots Festival in Missoula
River City Roots Festival is a free two-day music and arts festival held each August in downtown Missoula, Montana, produced by the Missoula Downtown Association. Drawing more than 15,000 attendees to West Main Street, the festival was named the 2009 Montana Tourism Event of the Year and combines live music on a main stage, a fine art show, children's activities, and a 4-Mile community run.
Missoula, Montana built its reputation as a college town and outdoor-recreation hub long before River City Roots Festival existed, but the festival has become, in the words of its own producers, the city's signature celebration, an annual proof that downtown Missoula can draw a genuinely large crowd without charging admission.