It’s been a weird few years for legacy outdoor media. You’ve probably seen the headlines about legendary magazines folding or being gutted for their IP. But something different happened with Field & Stream. When country music stars Eric Church and Morgan Wallen teamed up to buy the brand back in early 2024, it wasn't just a vanity project. They brought back the print magazine, sure, but the real "bet" on the brand’s future is the Field and Stream Fest. This isn't just another music festival in a dusty field. It’s an attempt to unify a fractured community of hunters, anglers, and music fans under one banner. Honestly, it’s a risky move in a saturated market, but the momentum is real.
People are hungry for something authentic. They're tired of "glamping" influencers and over-produced outdoor content that feels like a car commercial. Field and Stream Fest is positioned as the physical manifestation of a 150-year-old legacy, mixing high-end country music with actual woodsmanship. It’s a vibe.
The Church and Wallen Factor
When you look at the ownership, it explains the DNA of the event. Eric Church and Morgan Wallen didn't just write a check. They grew up in this culture. Church is famously private about his outdoor life, while Wallen’s love for fishing is all over his social media. Their involvement turned what could have been a standard trade show into a massive cultural moment.
They bought the brand from a group that had basically turned it into a clothing line for big-box retailers. By reclaiming the name, they’re trying to restore the "prestige" of the outdoor life. The fest is the kickoff for that. It’s a clever business move—you use the star power to draw the crowd, then you sell them on the lifestyle. It’s about more than just songs; it’s about the heritage of the American woods.
Some purists were worried. I get it. You don't want your favorite hunting brand to become a Coachella for camo. But the organizers have been pretty vocal about keeping the "Field" and "Stream" parts as important as the "Fest." That means fly-tying demos right next to the main stage and gear testing that actually involves getting your hands dirty.
What Field and Stream Fest actually looks like on the ground
Imagine a massive sprawl where the scent of woodsmoke hits you before you even see the stage. You’ve got a massive "Exhibitor Village," but it’s not just rows of folding tables. It’s interactive. We’re talking about archery ranges where you can actually test a $1,500 compound bow and casting ponds where pros show you how to work a topwater lure.
The music is the hook, obviously. With Wallen and Church at the helm, the lineup for these events is basically a Who’s Who of Nashville. But the pacing is different from a standard tour stop. There’s a lot of downtime built in for people to wander. You might be watching a seminar on deer habitat management at 2:00 PM and then seeing a multi-platinum artist at 8:00 PM.
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It’s expensive. Let's be real. Between the tickets, the gear, and the travel, attending a Field and Stream Fest is a significant investment. But for the people who go, it’s a pilgrimage. It’s one of the few places where you won't get side-eyed for wearing beat-up brush pants and a trucker hat.
Why the location matters
They aren't holding these in downtown stadiums. They pick spots that make sense—wide-open spaces with water access. This is crucial because it allows for the "demonstration" aspect of the brand. If you’re talking about conservation, it helps to be standing in the middle of it.
The first major events were centered around the brand's home turf in the South, but the plan has always been to take this vibe nationwide. Each location brings its own flavor. A fest in Montana is going to feel a lot different than one in South Carolina. The fishing gear changes. The "pro staff" changes. Even the beer might change.
The struggle for the soul of the outdoors
There is a tension here. You have the "old guard" who remembers reading Field & Stream in their grandpa's bathroom and the "new school" who found the brand through a Spotify playlist. Bridging that gap is the festival's biggest challenge.
Is it too commercial? Maybe. But the alternative was the brand dying out entirely.
The festival serves as a massive content engine. Every person there with a smartphone is broadcasting the "Field & Stream lifestyle" to their followers. That’s how you save a 150-year-old brand in 2026. You make it experiential. You make it something people want to be seen at.
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Practical things you need to know before you go
If you’re planning on hitting the next Field and Stream Fest, don't just show up in flip-flops. This is a functional event.
- Hydration is a nightmare. Most of these outdoor venues are brutal in the sun. Bring a high-quality filtered water bottle. You’ll thank me when you aren't paying $9 for a lukewarm Dasani.
- Download the app early. Usually, the schedule for the "outdoor skills" stages—the stuff that isn't music—is only updated last minute. You don't want to miss the butchery demo because you were waiting in a 40-minute line for a brisket sandwich.
- Gear Storage. If you buy a rod or a heavy jacket at the expo, some fests offer a "gear valet." Use it. Lugging a fly rod tube through a mosh pit is a recipe for a very expensive snap.
- The "Secret" Stages. Often, the smaller acoustic sets happen near the vendor areas. These are sometimes cooler than the main stage because the artists are more relaxed.
The Conservation Angle
One thing that doesn’t get enough press is where the money goes. Church and Wallen have emphasized that a portion of the brand’s proceeds—including festival revenue—is earmarked for conservation. This isn't just "greenwashing." The outdoor industry relies on public lands and clean water. If the fish die and the woods get paved over, the brand has no customers.
They’ve partnered with various grassroots organizations to ensure that the festival leaves a minimal footprint. They talk about "leave no trace," even when you have 20,000 people in a field. It’s an uphill battle, but it’s a core part of the mission.
Is it worth the hype?
Honestly, it depends on what you’re looking for. If you just want to hear "Last Night" or "Springsteen" and drink a beer, you can do that at any tour stop. But if you actually care about the heritage of hunting and fishing—if you’re the kind of person who gets excited about a well-balanced knife or a perfectly tied fly—then Field and Stream Fest is different.
It feels like a family reunion for people who like to get their boots muddy. There’s a level of respect there that you don't find at typical music festivals. You see three generations of families walking around together. That’s rare these days.
The brand's revival is a fascinating case study in business. It shows that "legacy" still has value if you know how to package it for a modern audience. By leaning into the festival model, Field & Stream has ensured it’s not just a magazine collecting dust on a coffee table. It’s a living, breathing community.
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What to do next
If you're looking to get involved, don't just wait for the next festival date to drop. Start by looking into the membership options the brand launched alongside the fest. They offer exclusive access to gear and digital content that actually teaches you how to be better in the field.
Check your local regulations. Before buying that high-end gear at the fest, make sure you know the licensing requirements in your home state. The fest is great for inspiration, but the real work happens when you get back to your own local woods.
Sign up for the newsletter. I know, everyone says that. But for Field & Stream, the "1871 Club" and their email list are where the early bird tickets for the festival actually live. They sell out fast, and the secondary market prices are a total scam.
Research the artists. Many of the opening acts at these fests are curated specifically because they have a connection to the outdoors. Follow them on social media; they often give away tickets or "meet and greet" passes that aren't advertised elsewhere.
Pack for the weather. It sounds simple, but every year, people get hypothermia or heat stroke at these things because they didn't check the 48-hour forecast. If it’s an outdoor fest, the weather is part of the experience. Embrace it, but be prepared for it.