South Dakota is unfazed by the continuing world virus crisis that, just last month, may have added more than 250,000 fresh COVID infections in the state courtesy of the Sturgis Motorcycle Rally.

So, what better way to have fun - and welcome new virus cases - than to celebrate another festival next month sponsored by none other than a not-for-profit health care company.

Sanford Health is preparing the stage for the inaugural Gov. Noem's Sportsmen's Concert on Oct. 24 at the Denny Sanford Premier Center in Sioux Falls, South Dakota, featuring country singer Chris Young. The event is an indoor "family-friendly trade show," a news statement said.

Event organizers said the show might attract more than 100 exhibitors and around 5,000 attendees. Most of the venue's seating sections are nearly sold out, TicketMaster said.

According to Sanford Health president and chief executive officer Paul Hanson, the event is all about "showcasing everything our great state has to offer to help boost economic growth," Huffpost quoted Hanson as saying.

As the number of COVID-19 infections rises in South Dakota this month, Noem said she was taking a "balanced" approach to the health crisis by easing some restrictions and keeping some companies operating, The Associated Press reported.

Sanford Health has spent the past few months offering coronavirus tests and teaching people how to protect themselves against the disease. The trade and musical affair will be held indoors and attendees won't be required to wear face coverings. The health care company has yet to decide whether it will implement social distancing.

South Dakota made headlines of sorts after it hosted its annual motorcycle show in August in which most of the half-million attendees had no face masks and didn't observe social distancing for 10 days.

Local authorities in eight different U.S. states traced more than a hundred of their COVID-19 infections back to the event. South Dakota has tallied around 18,869 COVID-19 cases with 202 deaths.