Country in the Burg (CITB) has become a weekend that brings together nonprofits, local businesses, volunteers and visitors—all while showcasing the community Concordia calls home.
Thousands of people make their way to Cedarburg for Country in the Burg each year. Some come for the nationally recognized country artists. Others come for a weekend with family and friends. But many return year after year because they’ve fallen in love with more than the music itself.
What began as a country music festival has become one of Cedarburg’s signature traditions. Since its debut in 2019, CITB has welcomed visitors from 36 states and around the world while giving back more than $525,000 to more than 30 charitable organizations.
According to founder Alex Uhan, the festival’s greatest success isn’t measured by ticket sales or headline acts. It’s measured by the people who keep coming back.
A dream rooted in Cedarburg
The idea for Country in the Burg started more than a decade ago.
Originally, Uhan envisioned a large country music festival capable of hosting 20,000 people. After years of planning, setbacks and searching for the right location, he needed someone willing to believe in the vision. That person was Randy Groth.
Groth became Uhan’s business partner, believing in the vision despite those who questioned its feasibility. “He looked at everything I presented and said, ‘I’ll take a chance. I think what you’re telling me is good,'” Uhan recalled.
Later, while the two sat together at Maxwell’s in Cedarburg, Groth asked one question. “‘Do you think you can do this?'”
“I know for a fact I can make it happen,” Uhan replied.
Groth’s response was simple. “‘All right. Let’s do it.'”
A short time later, inspiration struck while Uhan was playing softball across from Cedar Creek Park. He returned with a lawn chair and a piece of paper and sketched out what would eventually become Country in the Burg.
As the festival has grown, Uhan has considered moving to a larger venue. However, after a conversation with country artist Jake Owen, his perspective changed.
“He looked at me and said, ‘That’s your purple elephant—this venue,'” Uhan recalled. “If you have something people can’t duplicate—and people love coming because of it—that’s worth protecting.”
Rather than relocating, Uhan chose to embrace what makes the festival unique. Cedar Creek Park remains one of the festival’s signature features. “The venue itself sells part of the experience,” Uhan said.
Nestled along Cedar Creek, the venue pairs live music with the sounds of nature, towering trees and the occasional deer wandering nearby. Just steps away, festivalgoers can explore historic downtown Cedarburg.
That decision has helped transform CITB into more than a concert, with visitors spending the day exploring Cedarburg’s shops, restaurants and locally owned businesses before gathering along the creek for hours of entertainment.
Inspired by Concordia’s culture
Long before founding Country in the Burg, Uhan spent three years coaching women’s volleyball at Concordia University Wisconsin. Although he isn’t an alumnus, he says the university helped shape the kind of community he wanted to create.
“When you come to Concordia, one of the first things that stands out is the view,” Uhan said. “But beyond the scenery, what really stood out to me was the people. Everybody was friendly. People took the time to say hello.”
That sense of hospitality became part of CITB’s foundation. Whether someone is scanning tickets, pouring drinks, directing traffic or greeting guests at the entrance, volunteers help create a welcoming experience from the moment attendees arrive.
Emily Hiltzik, the festival’s VIP and volunteer lead, has watched that culture grow alongside the festival.
“The moment someone arrives at Country in the Burg, I want them to feel welcomed, excited and like they’re part of something special,” Hiltzik said. “Every interaction matters, and our volunteers understand that they help set the tone for the entire festival experience.”
Many volunteers have been part of the festival since its inaugural event. “Every year, concertgoers see how much fun our volunteers are having, and many decide they want to join the team the following year,” she said.
Today, Uhan says CITB has a waitlist of people hoping to volunteer.
Giving back together
The festival’s impact has always extended beyond the concert grounds.
CITB has donated thousands of dollars to organizations including Ozaukee Food Alliance, Mel’s Charities, Children’s Wisconsin, Wisconsin Stars and Stripes Honor Flight, Ozaukee Family Services and numerous local service organizations. Those partnerships aren’t an afterthought.
“They help us by providing volunteers, selling tickets and helping spread the word,” Uhan said. “It really takes a community.”
Uhan says Groth’s commitment to serving others helped define the festival’s mission from the start.
“He has been instrumental to that mission,” Uhan said. “Randy is one of the most generous people I know. His commitment to giving back is a big reason Country in the Burg has become what it is today.”
The festival also creates opportunities for local businesses, restaurants and hotels throughout Cedarburg and Ozaukee County as attendees spend the weekend shopping, dining and exploring the area.
Andrea Acosta, executive director of Ozaukee Food Alliance and co-owner of That Taco Guy, says Country in the Burg’s support extends far beyond a single weekend.
“Country in the Burg’s annual unrestricted donation has been incredibly meaningful because it allows us to respond to our community’s most immediate needs,” Acosta said. “Those funds can be used wherever they are needed most—whether that’s purchasing food for our pantry, buying school supplies for our Back-to-School Fair or stocking inventory for our food deliveries to local students.”
As both a nonprofit leader and local business owner, Acosta has also seen how the festival benefits Cedarburg as a whole.
“Country in the Burg shines a spotlight on everything that makes our community special,” she said. “It brings together local nonprofits, small businesses, community organizations and thousands of attendees for a weekend that celebrates and supports Cedarburg.”
More than the lineup
For all of its growth, Uhan believes the festival’s success comes down to something much simpler.
“The music is what brings people here,” he said. “The experience is what brings them back.”
One moment continues to stand out. A group from New Hampshire reached out before the following year’s lineup had even been announced to say they were coming back. When Uhan asked who they wanted to see, their answer surprised him.
“It doesn’t matter.”
Instead, they said they had fallen in love with Country in the Burg, Cedarburg and the people they met during the weekend. Today, they make the trip every year.
“We’re the smallest country music festival in Wisconsin, but we’ve been able to make a really big impact,” Uhan said.
That impact isn’t measured by the size of the stage. It’s reflected in the visitors who plan annual vacations around the festival, the local businesses they support and the charitable organizations that benefit from the weekend.
Artists have noticed what makes the festival special, too. Country star Kip Moore has returned to perform multiple times, often spending his free time exploring Cedarburg’s coffee shops, restaurants and downtown rather than staying backstage. Other artists have reached out after seeing Moore’s social media posts about the festival and the community surrounding it.
Those experiences confirmed what Uhan had been witnessing all along: Country in the Burg had become much more than a music festival.
A tradition worth returning to
The festival has also become a summer tradition for many members of the Concordia community. Students, alumni, faculty and staff have attended concerts, volunteered throughout the weekend and supported the nonprofits that make the event possible.
For Concordia alumnus Ryan Lehr (’15), Country in the Burg has become an annual tradition worth making the trip for. Although he moved away from the area more than two years ago, Lehr returns each summer to support the festival that gives back to so many worthwhile causes.
“CITB has had nothing but a positive impact on Cedarburg,” Lehr said. “Each year it improves and has never let me down with great performances and atmosphere.”
Lehr encourages first-time attendees to experience everything the weekend has to offer.
“Expect delicious local food vendors, a smaller, more intimate setting, award-winning country artists and plenty of singing, dancing and summer refreshments,” Lehr said. “It’s the party of the summer before life starts getting busy again.”
Uhan hopes others leave feeling rejuvenated. The weekend, he says, should give people a chance to slow down, connect with the community and enjoy something simple.
“I hope they fall in love with the festival, with Cedarburg and with Ozaukee County, and leave with memories they’ll never forget,” he said.
He is also quick to credit the people who make that possible. CITB’s success reflects the dedication of countless volunteers, nonprofit partners, sponsors, local businesses, artists and, of course, Groth, who have helped shape the festival into the community tradition it is today. Uhan also gives a special shout-out to his staff, a close-knit group of friends and family members who volunteer their time each year.
“They take their time to volunteer at this event, making it what it is today, and I’m so grateful for all their passion and hard work,” Uhan said.
Hiltzik agrees, saying the volunteers remain at the heart of the event’s success.
“Our volunteers generously donate their time to support the great causes the festival benefits, and that’s something we never take for granted,” Hiltzik said. “Seeing them build friendships, have fun and take pride in making the festival a success reminds me every year that they truly are the heart of Country in the Burg. The music brings people together, but it’s our volunteers who create the atmosphere that keeps them coming back.”
Want in?
Concordia University Wisconsin is a Lutheran higher education community committed to helping students develop in mind, body and spirit for service to Christ in the Church and the world.