Some say downtown Rockford is back on its way up, and On the Waterfront will only add to it.
The event websites boasts generating over $10 million back into the local economy just last year.
Rockford Area Convention and Visitors Bureau CEO John Groh said the event does more than bring in money, it reminds people of what downtown has to offer.
New to downtown District Bar and Grill is adding more security, staff, food and drinks to meet the weekend's high demand.
General Manager David Boge said, "The primary focus is still to deliver good food and good service, but we anticipate a lot of the first visitors and we want them to be aware of this venue."
Jodi Dierks, owner of Kiwi Cafe and Bar, said of nearby businesses, "You would quadruple what you would normally make, but what's really nice about it is it brings different faces that didn't know Kiwi Cafe ever existed."