We knew this one was going to be big, but we had no idea how big until Jess started talking. In today’s episode, we are diving deep into what it takes to run a record-breaking rural event: Market in the Mountains. From broken tents and last-minute rentals to carving a 9-foot foam cow skull (yes, you read that right), Jess takes us behind the scenes of building a literal pop-up city in the middle of a hayfield.

Grab your coffee, because this is the ultimate peek behind the curtain of what it really looks like to lead, build, and survive a major rural market when the stakes (and emotions) are sky high.

1. How Market in the Mountains smashed attendance and sales records (hello 6,000 people!)
2. What went wrong the week of the event—and how Jess and her team pulled it off anyway
3. Vendor check-in drama, internet meltdowns, and why she now swears by a 10-pack of walkie-talkies
4. Creating a jaw-dropping gold “skull sculpture” out of foam board and hair foils at 2am because… of course she did
5. The real-life toll of managing expectations (and family dynamics) when you're the one making it all happen
6. Why the fashion, the VIP tent, and the ranch race still made it all worth it

This one is honest, hilarious, and so real—and if you’ve ever tried to build something big in a small town, you’re going to feel seen.

We hope this episode reminds you that even when it’s hard, even when it’s messy, even when you’re crying in the garage with gold foil stuck to your arms, you can still build something unforgettable.

Don’t miss part two next week, where we get into the emotional aftermath, family pressure, and why Jess wasn’t sure if Market in the Mountains would even come back.

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Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website