Hinterland Music Festival Offers ‘Free Look’ Policy & 90 Degree Money Back Guarantee

Hinterland Music Festival is celebrating its 10th edition in August with a variety of enhancements, including increased capacity to meet its top-notch music lineup, continuing a strong, independently born festival brand in an underserved market.

This year’s fest takes place Aug. 1-3 in St. Charles, Iowa, 30 minutes south of Des Moines, featuring headliners Lana Del Rey, Kacey Musgraves and Tyler, The Creator, along with performances by Clairo, The Marías, Bleachers, Remi Wolf, Sierra Ferrell, Still Woozy, Royel Otis and more.

Along with the typical creature comforts offered by music festivals, however, is the introduction of something utterly unique at festivals: a “Free First Look Policy” where VIP and SAINT ticket holders can get refunds or exchange passes for GA tickets if not satisfied within the first hour. Plus, Hinterland is offering a “90 Degree Guarantee” where fans can request ticket returns for any day that is predicted to reach 90 degrees or higher.

It’s an effort to get back to communicating directly with ticketholders, says festival organizer Sam Summers, especially in the volatile outdoor music festival business where it takes time to develop and retain loyal customers.

“Our first year we actually moved due to flooding,” says Summers, owner of First Fleet Concerts. “And we developed this hyper-transparent tendency right from the beginning because we had to communicate the move with folks. We did a Reddit AMA, Facebook Live and then we had an email that we set up called ‘real person at Hinterland’ … As we grew, we moved away from that, particularly I’d say post-COVID when we really started selling out every year. I just wanted to get back to that. To me, when I think about companies, the ones that I like are the ones that are there to listen to the customer, take feedback and make changes.”

The new policies follow complaints from some attendees last year about lack of water access during a hot stretch of 97-degree days with limited shade. Summers is stepping up in response by adding new and improved water filling stations, more shade structures and misters located throughout the concourse. Plus, the festival is planting more Iowa native trees on the grounds, with Summers adding that it’s important the trees “provide good shade in the future and can grow in our climate, as we continue to evolve.”

Hinterland is increasing capacity from 20,000 to 25,000 for 2025, and will feature a relocated main stage on the festival grounds owned by Summers so fans will have more space to spread out.

Improvements for the VIP and SAINTS experience include dedicated entry lines and an upgraded premium lounge. Additional improvements include more parking, shuttle efficiency, additional entrances and exits, ADA camping options and food vendors.

Inspired by what Summers refers to as a “’70s, ’80s festival vibe,” Hinterland features a single music stage, so fans won’t have to choose between sets. Summers notes that there’s “no favors” when it comes to booking the lineup. Though acknowledging that “can be challenging for some of my relationships with agents,” this has allowed the festival to retain its authenticity.

“We want [artists] that are stoked to be at the festival,” he said. “The last thing we want to do is just throw a bunch of money at a band and have them not stoked to be there, but have to play because the money is so high. … So when we get pitches, it’s like, ‘That would be really awesome, but are they really going to care that they’re playing in Iowa for people?’ And so far we’ve been able to kind of nail it with artists that are very charismatic and love their fans.”