MILWAUKEE -- Summerfest begins this week and activity is picking up around the festival grounds.
Businesses in the area, like Riverfront Pizzeria Bar & Grill, are preparing for the inevitable large crowds since they're only about two blocks away from Henry W. Maier Festival Park.
"Longer days, a lot more people," said Brenda Regenfelder, the owner at Riverfront Pizzeria. She says they've had the riverfront location since 2006, so they know what to expect during Summerfest.
They change up their menu during the week and a half festival, and stock up on certain food and beverages in anticipation for the festival.
"Appetizers are always a big seller," said Regenfelder. "Obviously our pizzas, burgers. More of the mainstream items."
To celebrate the 50th Summerfest, the festival will offer more than 50 new food items inside the park. But Brenda says a lot of people like to stop by before a show to get dinner.
"We see a lot of people from out of town that are coming in to see a specific band or performance," she said.
According to Milwaukee World Festival, the producer of Summerfest, the festival generates about $181 million in direct and indirect economic impact for the community each year.
Organizers say about 850,000 people attend Summerfest every year.