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Meet the masterminds behind the iconic Denim on the Diamond festival

In this episode of Business Matters, presented by Valley First, a division of First West Credit Union, host Rob Cupello is joined by Mitch Carefoot, owner of Thick as Thieves.

The company is the mastermind behind the popular local events AltiTunes, the Island Time Music Festival Series and the upcoming Denim on the Diamond music festival.

About a decade ago, Carefoot and his business partner Kurt Jory, who both grew up in Manitoba, wanted to recreate the “socials” they had become accustomed to back home for Jory’s wedding.

Through all their hard work over the last 8 years, that idea has grown into the iconic events and festivals the duo are known for putting on today.

“It was a backyard barbeque with an artist, and then next thing you know we have a stage,” Carefoot explains about the origins of Denim on the Diamond.

That was their first big event, and the success of Thick as Thieves has only grown from there.

Watch the episode below to hear about the adversaries the pair faced when starting up, including forest fires and Covid, the origin story and, of course, some hilarious stories about the celebrities and promoters they’ve dealt with over the years.

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