Denver’s Outside Festival has added a third day to kick off the inaugural event.

The organizing partnership of Boulder-based Outside Inc., the state’s Outdoor Recreation Industry Office and Visit Denver has announced THE SUMMIT for May 31. It’s set for that Friday at Denver Art Museum, ahead of the Saturday and Sunday of concerts, films, speakers, interactive experiences and gear demos around Civic Center Park.

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Those aspects are part of Outside Festival’s goal to “be the premier annual destination for the everyday outdoor enthusiast,” Outside CEO Robin Thurston said in a news release.

The festival is also looking to be a gathering place for leaders and thinkers “working on new ideas to cultivate creativity and build a better and more inclusive future for the outdoors,” Thurston said.

Enter THE SUMMIT. Organizers are promising “a robust lineup of speakers from political and business sectors aimed at educating and inspiring across three critical tracks: sustainability (climate and conservation), inclusion (access and equity) and creativity (marketing, leadership and trends).”

The Friday event is aimed at industry professionals. They can buy a $495 ticket to it that grants them meals and a full pass to Saturday and Sunday.

That two-day pass by itself is listed online at $69, providing access to the music stage, venues for films and speakers and the festival grounds.

Civic Center Park will see brand-sponsored zones for climbing, cycling, traveling and more. Meanwhile, Lincoln Veterans Memorial Park will host the Big Gear Show and Denver Art Museum will screen documentaries and stage speakers.

The speaker lineup includes champion snowboarder Shaun White and record-breaking swimmer Diana Nyad. The music lineup: Thundercat, Lettuce, Say She She, Fleet Foxes, Andrew Bird and the Heavy Heavy.

The festival is Colorado Outdoor Recreation Industry Office Director Conor Hall’s idea of what he has described as “a South by Southwest for the outdoor industry.” It comes two years after the industry’s largest trade show, Outdoor Retailer, announced leaving Denver for a return to Salt Lake City.