CULLMAN, Ala. – As Rock the South is set to return for a three-day run June 19–21, questions about who pays for what — and why — continue to circulate among Cullman County residents. Officials from both the City of Cullman and Cullman County offered detailed responses to address public concerns about expenses, safety and the festival’s value to the community.
Luke Satterfield, attorney with the City of Cullman, addressed concerns over nearly $200,000 in unpaid expenses from last year’s festival, which was finally paid in March 2025.
“Our Special Event Ordinance now addresses this,” Satterfield said. “The invoiced amount shall be paid prior to the permit of the festival becoming effective.” He noted that should there be an overpayment, the City would return the excess. “Under the law, we cannot provide things of value or aid to any person or private entity; therefore, we have a mutual understanding that in the interest of public safety/welfare, we have to be reimbursed.”
When asked about spending on tents, food and drinks, Satterfield clarified, “The City no longer spends any money on a tent. Since we modernized and updated our Special Event Ordinance, we no longer have a contract with them.” He added, “Visit Cullman…has gotten a tent in the past; however, that is not a department of the City, so I am not sure what they have planned this year.”
Satterfield underscored the festival’s significance. “Rock the South is important because of the economic impact it has on all of Cullman County,” he said. “Approximately 90% of attendees are from outside of the county.” While Cullman Parks, Recreation & Sports Tourism hosts larger festivals, Satterfield said RTS “is self-sustaining now and on private property, so the City makes no investment and is compensated for our services.”
Addressing public safety concerns, Satterfield said, “RTS does provide security, off-duty first responders and Region 6 police officers — all of whom contract with RTS directly and are not affiliated with the City.” He described a highly coordinated effort involving local and regional partners. “Our primary focus is ensuring the city is covered while the festival is taking place.”
On the matter of unpaid services, Satterfield was clear: “By law, we cannot (offer services for free)…because we are on private property and dealing with a private entity.” He noted that services could be offered at no cost for events on public property, such as Heritage Park or at downtown city events.
John Bullard, Cullman County administrator, offered a different perspective on the County’s involvement.
“In Fiscal Year 2024 the total cost for deputies and EMA personnel overtime for RTS was $88,006.02,” Bullard said. “Law enforcement and emergency management personnel are the only employees that are paid overtime for this event.” Those expenses are “paid from the County General Fund, with no reimbursement.”
Bullard noted that while the Cullman County Commission doesn’t fund tents or services directly, “The Cullman County Industrial Development Authority, alongside other local economic and tourism agencies, contributed as a sponsor…(with) $40,000.”
Despite the upfront costs, Bullard said, he supports the County’s continued participation. “Rock the South has a significant economic impact for the county, and the state overall,” he said.
Regarding emergency services, Bullard stated, “I am not aware of delayed response times; however, we would be willing to sit down with the sheriff and the Rock the South leadership to discuss this or a reimbursement model.”
Bullard pointed to broad economic benefits, noting, “The festival brings in over 100,000 attendees, and the tourism dollars that brings with it.” He explained, “The county commission only receives sales tax, which we allocate to essential services like law enforcement, roads and infrastructure.”
While their approaches differ, both City and County officials agree on one thing — Rock the South puts Cullman in the spotlight. “It is good marketing for Cullman County,” said Satterfield. Bullard echoed that sentiment, stating the festival offers a way to “showcase Cullman County.”
As the festival draws near, both local governments are working to ensure safety and maximize community benefit, each within the bounds of its respective laws and resources.
Copyright 2025 Humble Roots, LLC. All Rights Reserved.
