For one day, Downtown El Paso becomes the home of country music. Bring your friends, make some memories, and join us for our biggest celebration of the year.
The New Zia Country has wrangled some tickets, including tickets to the Cowboy Cantina – where you get a bird eye view of the festival and stages and your own bar and food court. It’s easy to win…you just have to keep listening to the station that plays the country you want to hear – THE NEW ZIA COUNTRY!
Here’s what’s coming 
Country music fans, mark your calendars! Multi-platinum country music star Cole Swindell is set to headline the 10th Annual Way Out West Country Music Festival (WOW Fest) on Saturday, September 26, 2026, in downtown El Paso.
• Date: Saturday, September 26, 2026
Why this is kind of a big deal
• He’s got a ton of No. 1 hits (like “Chillin’ It” and “You Should Be Here”)
• 12 of his 13 No.1 songs have gone platinum 
• Downtown El Paso takeover vibes
It’s not just music
• Margarita contest
• Chili cook-off
• Cornhole tournament
• Vendors + local food
• Border-style eats all over
Celebrating its 10th anniversary, the 2026 WOW Fest will feature performances on two stages — the Bud
Light Main Stage and the Lucchese Rising Star Stage. Festivalgoers can expect a powerhouse lineup of top country talent from across the nation as the festival marks a decade of bringing world-class entertainment to the Borderland.
“This 10-year milestone is incredibly meaningful for all of us,” said Festival Producer Gina Roe-Davis,
owner of Rave Marketing & Events. “What started as a vision to create a signature country music festival
for our community has grown into one of the region’s most anticipated annual celebrations. We’re proud
to be a locally owned and locally produced festival, and we’re beyond excited to celebrate ten years of
music, memories, and community with our fans this September!”