In this episode of Event Experience, host Rachel Moore sits down with Billie Jo Aasen, CEO of The Festival Company, to dive into the muddy waters of organizing Canada's largest mud and music festival: Extreme Mudfest, a four-day mud and music festival located in Cold Lake, Alberta, Canada. With a decade of experience under her belt — and a journey from aspiring country singer to festival mogul — Aasen shares the highs and lows of festival planning, from the early days of scraping by to the triumphant moments of sell-out success. The conversation covers the challenges of scaling an event, the importance of knowing your audience and building community, and the unexpected hurdles of weather and logistical nightmares. Bonus: Aasen announces a second Mudfest location, marking a new chapter in her mission to bring the spirit of extreme motorsports and music to a broader audience! Here’s what else you’ll hear about in this conversation: 1. How Aasen transformed a passion for country music and community into the founding of Canada's largest mud and music festival 2. Balancing authenticity and knowing your market with the importance of strategic growth and continuous innovation 3. The critical role of resilience in the event industry, underscoring the financial and emotional challenges of festival planning For the full transcript and links to things mentioned in this episode, visit www.bizzabo.com/podcast/billie-jo-aasan-mudfest-festival-planning!