Unveiling the Roots: Tom Schoenstedt Reveals the Humble Beginnings of America’s Longest-Running Christian Music Festival

By Scott Prentice
October 29, 2025 – Venice, FL

In the rolling hills of South Dakota’s Black Hills, where faith and music have intertwined for four decades, a simple revelation from the festival’s founding visionary has added a poignant layer to an already legendary story. Tom Schoenstedt, one of the original creators and managers of Hills Alive—one of the nation’s longest-running and largest Christian music festivals—recently shared intimate details about its genesis. What began as a modest gathering on a ranch just outside Rapid City has blossomed into a beacon of worship and community, drawing tens of thousands annually. And at the heart of its enduring identity? A logo I had the privilege of designing in those early days, which remarkably still graces the event today.

Mark Pluimer started KSLT in 1984 and Hills Alive in 85. Tom came on the scene in 1996 and managed the festival from 2001 to 2022.

For those unfamiliar, Hills Alive isn’t just an event; it’s a movement. Hills Alive has weathered economic shifts, venue changes, and even a global pandemic to claim its spot as the longest continuously running Christian music festival in the United States.

This year marked its 40th anniversary, a milestone celebrated with powerhouse performances in Rapid City’s Memorial Park, but Schoenstedt’s reflections transport us back to the very first notes strummed under open skies.

From Ranch Fields to National Phenomenon

Schoenstedt, then the station manager for KSLT radio in Spearfish—a hub for Christian broadcasting in the region— said Mark envisioned Hills Alive as a way to bring uplifting music and spiritual renewal to the heartland. “It was about creating space for families to connect with God through song,” he recalls in our recent conversation, his voice carrying the warmth of someone who’s seen miracles unfold on dusty stages.

The festival’s true origin story, as Schoenstedt now clarifies, unfolded not in the more commonly cited Spearfish City Park, but at Hart Ranch, a sprawling outdoor venue on the outskirts of Rapid City, South Dakota. In the summer of 1985, what started as a single-day affair drew a small but fervent crowd across the ranch’s expansive fields. Attendees spread out picnic blankets amid the scent of pine and wild grass, their faces illuminated by the glow of sunset as emerging Christian artists took the stage. “My mom dragged me across the field there at Hart Ranch,” shares longtime volunteer Bill Goodgion, who has been involved since day one. That inaugural event was raw and unpolished—no massive light shows or corporate sponsors—just pure passion fueled by local radio waves.

By 1986, the hunger for more was palpable. Mark and his team expanded it to a two-day format, still rooted at Hart Ranch for its next three years. The site’s natural amphitheater-like terrain, framed by the Black Hills’ majestic silhouettes, seemed tailor-made for an event called “Hills Alive”—a name that cleverly rhymed with its birth year, 1985, and evoked the biblical imagery of mountains rejoicing in praise.

As attendance swelled, so did the logistics. In 1988, Hills Alive migrated north to Spearfish City Park, where it thrived for a decade, solidifying its reputation as an affordable, family-friendly haven for contemporary Christian music. Schoenstedt, ever the steward from his Spearfish base, curated lineups that blended rising stars with established acts, all while keeping admission free—a commitment that persists to this day under the stewardship of LifeLight Communications, which assumed production duties a few years back.

Through it all, Schoenstedt has remained a guiding force, serving as producer and ensuring the festival’s ethos of accessibility and authenticity endured. Tom noted that when they dropped the ticket fee to zero, the event really took off and tripled in size to crowds 20,000 plus. Even during challenges like the 2020 COVID postponement, his steady hand helped navigate the storm, rescheduling artists like Steven Curtis Chapman for a triumphant return.

The Logo That Endures: A Designer’s Touchstone

Amid these revelations, one thread ties the festival’s past to its present: its iconic logo. As a young graphic designer building my portfolio in the mid-1980s, I was approached by the KSLT team to craft a visual identity that captured the event’s spirit—vibrant, uplifting, and timeless.

Drawing inspiration from the Black Hills’ rugged beauty and the festival’s theme of awakening faith, I sketched rolling hills alive with a quick swipe of the brush that created the bold energy to bring them to life. I then just added a bold, subtle year as background and said, “Let it grow, let it change.” It naturally morphed year after year, holding on to the integrity of the original design just as I intended.

What started as a freelance gig became a cornerstone of my career, but more importantly, it became a symbol etched into the memories of generations. To my astonishment, that very design—refined but faithful to the original—continues to headline Hills Alive’s branding, from stage banners to social media graphics. “It’s not just a logo; it’s a reminder of where we came from,” Schoenstedt noted, flipping through old photos during our chat. In an era of fleeting trends, its longevity speaks volumes about the festival’s unchanging mission.

(Editor’s note: The original logo sketch, shared exclusively here, reveals the hand-drawn genesis of an icon that’s outlived fads and festivals alike. [Image placeholder: Insert shared logo image].)

A Legacy of Faith in Motion

Schoenstedt’s sharing of these origins isn’t mere nostalgia; it’s a call to remember the divine spark behind every great endeavor. From Hart Ranch’s humble fields to the roaring crowds of 2025, Hills Alive has evolved while staying true to its core: free access to transformative music that points hearts heavenward. As the festival eyes its next chapter—perhaps with whispers of expansions or special tributes—Schoenstedt’s words linger: “We didn’t set out to build the longest-running anything. We just wanted to make the hills sing for Jesus.”

For those inspired to join the chorus, mark your calendars for July 2026. Until then, let’s celebrate the stories that keep the spirit alive. After all, in the words of the festival itself, the hills are still calling.

Scott Prentice is a graphic designer and storyteller based in Venice, Florida. His work has shaped cultural touchstones across the region, including the enduring Hills Alive logo. Connect at scottprentice.com.