Riverbend 2023 gets underway Friday, and organizers say there's a new way for festival goers to beat the heat this year.

The festival will roll out a temporary patch of turf in front of the Ultra stage.

For years, fans have complained about that area - formerly known as the Bud Light stage -- being so hot, because it's all asphalt.

Organizers hope the turf will help to keep things a bit cooler.

We are constantly listening to our guests about ways to improve the festival experience,' Spokeswoman Robin Derryberry says. 'The area in front of the Ultra Stage is asphalt and because it's June, can get very hot. The turf will keep folks cooler and encourage the use of picnic blankets for those wishing to use them. It's a great addition to the festival that the organizers are pleased to provide.

Also new at the festival this year:

• Free water bottle refilling stations
• Electric vehicle shuttle transportation
• A cashless paying system
• Better accessibility for the disabled
• A lost & found app.

Organizers told us Thursday that general admission for Saturday is sold out.

Mickey McCamish said the festival will once again give the city a major economic boost.

"We've done a lot of different surveys. The University of Tennessee, the College of Business has done the survey, and they tell us that the economic impact is around $30 million," McKamey said.

Check the lineup and buy tickets here.