Chief Operating Officer Mike Warkentin says the changes were made to try and attract a broader audience.

“The change in particular genres and acts was really about reaching out to the different demographics in town and really attracting new audiences to Whoop-Up Days. And not just to Whoop-Up Days, but into the city as well.”

But that doesn’t mean classic rock won’t reappear again in years to come, he says.

“We purposely wanted to change specifically for this year. Not to say we won’t have classic rock in the future, but we looked at creating the best lineup we could this year, and unfortunately it didn’t have classic rock.”

While the musical acts are included with ticket prices, those who want to get close to the stage will also have the opportunity to “upgrade.”

“The true music lovers out there, we want to give them the opportunity, if they want to pay a premium price, they’ll have their own access to shorter line bars, private washroom, closer access to the stage.”

Ticket prices are something else that will change.

Rather than advance tickets at $15 each, this year they’ll be $12 for advance tickets and $15 at the gate. Warkentin says feedback from last year prompted the price-reduction.

“We’ve listened to the community on that one, and one of the common comments that we get is that our ticket prices are too high. So, we looked at industry standard, and we aligned ourselves with other fairs of our size.”

There will also be special 5-day “Ex-passes” for $34, and packages including hotel, fuel and fair tickets – to attract more people from outside of Lethbridge.

Family day will take place on Aug. 21, and all admission will be $5 before 5 p.m.

Those attending will also be subject to a security search. Warkentin says they’re still working out the details, but it could include things like going through metal detectors and bag searches.

“To bring our event more in line with other industry events, we are going to go through security checkpoints.”

Whoop-Up days takes place Aug. 20 to the 24.