SOMERSET, WIS.

The eight cowgirl hats got as close to the stage on Friday as you can in the Apple River Country Splash's general-admission section.

Hat No. 1 and Hat No. 2 agreed on their favorite attraction at the second annual three-day country-and-camping fest. "Rascal Flatts," they screamed in unison.

But we're getting ahead of ourselves because Rascal Flatts doesn't perform until tonight at Float-Rite Amphitheater. The best-selling trio is part of a major $1.3 million upgrade -- which included country concert-king Kenny Chesney and spitfire Miranda Lambert on Friday -- for this upstart entrant in the Upper Midwest's crowded country festival field.

"This is probably better than We Fest," said Hat No. 1, Maddy Haupt, 17, of La Crosse, Wis., referring to the granddaddy of area festivals, which will celebrate its 27th year in August in Detroit Lakes, Minn.

"I like the people here."

"And the tubing [in the Apple River] is really cool," interjected Hat No. 2, Lydia Mitley, 17, of La Crosse.

But can Country Splash -- a nearly $4 million festival a mere hour from the metro area -- survive sandwiched between two more established country hoedowns? Winstock celebrated its 16th anniversary last weekend in Winsted, Minn., and Country Fest will observe its 23rd year next weekend in Cadott, Wis.

"Cadott and Winstock are continuing to be successful," said We Fest co-owner Randy Levy. "The question is can Country Splash do enough business to thrive."

Country Splash booker Bobby Lee said it will take three to five years to build his fest. "I can't name a festival that made money in its first two years," Lee said Friday afternoon. "Obviously the crowds are bigger than last year. We had 13,000 Thursday night, which is about 1,000 more than we had for Alan Jackson on Saturday last year."

Fest officials estimated Friday night's crowd at more than 11,000, more than double last year's second-night attendance.

A rainbow graced the skies over Float-Rite after Lambert tore it up on "Kerosene," her breakthrough hit. Shortly thereafter, Chesney, the Country Music Association's reigning entertainer of the year for the past three years, had the crowd singing along to "Summertime." The folks on the sloped grass area located football field away from the stage were celebrating "young love and an old Ford" in the "sweet summertime."

Fest helps local businesses

Not only is attendance up at Country Splash, business is surging all over Somerset. "We're twice as busy as last year," said Amber McCarty, assistant manager of the Holiday station a half-mile from the Float-Rite site. "This town survives on summer. And this festival helps a lot."

From 1993 to 2004, Float-rite presented Ozzfest, X-fest and other rock events. The locals seem to prefer the country crowd. "It's not a naughty crowd," said Renee Dunaski, assistant manager of the Sportsman's Bar and Grill. "It's a fun, more controlled crowd."

Somerset police Sgt. Michael Kappers had to control himself when he took the stage at dinnertime Friday and proposed to his girlfriend of four years in front of what he called 15,000 witnesses. She said "Yes."

And festgoers were saying "yes" to the Apple River affair.

Matthew Rodke, 21, of Eagan, went to We Fest last year but he welcomed this newbie. "This is more summertime, vacation-style," he said. "We Fest campgrounds are more lively than these." But he prefers the convenience and proximity of Somerset.

"I'm teetering about next year," he said. "If Country Splash didn't exist, I'd be going to Country Fest. This is a very good time. You have a good view of the stage. And the river adds a huge grade. I'd give this a B-plus."

No matter what the balance sheet says after this weekend, Country Splash is already planning for next year, with Keith Urban booked for June 17 and Carrie Underwood for June 19.

That has at least one front-row cowgirl excited. "We're definitely coming back next year," Haupt said.

Jon Bream • 612-673-1719