Jasper, Alabama, home to The Coca-Cola Foothills Festival, sits at the base of the foothills of the Appalachian Mountains which extend through northeast Alabama into the Birmingham region. This community is home to the best of traditional values and progressive vision. It’s a mix of hardworking people and southern cultural treasures with a dash of historical significance and beauty thrown on top.

The Coca-Cola Foothills Festival celebrates this charming community each September with a two-day event filled with music, food, and vendors hosted in rejuvenated Downtown Jasper. 

Foothills began in 1997 and was an annual event until 2000 when its previous format was discontinued. The festival was brought back to life in 2013, as a two-day festival that is a unique mix of a high-powered music festival, and a southern craft vendor’s weekend. Jasper has a new burgeoning “foodie” community in its downtown and this festival fits perfectly with our two craft breweries and 7 local restaurants.  Throw in the great food vendors scattered throughout the footprint and you have a fabulous weekend getaway. 

The concert stage opens on Friday evening and continues with all genres of music through the final act on Saturday night. Best of all, through the support of the local city leadership and corporate partnerships, this event is FREE to all who would like to attend. You truly can’t get more southern, or hospitable than FREE


Goals of Foothills

  • Share the spirit of community in Jasper Alabama by hosting a fun event in a safe environment for all individuals.


  • Provide a high-quality event completely FREE TO THE PUBLIC through the support of city leadership and community corporate partnerships.


  • Provide a venue that showcases both established national artists and up-and-coming musical artists in a great outdoor concert venue.


  • Provide entertainment that connects to the culture of the region to include vendors, artists, craftsmen, and non-profit organizations.



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