The Red Ants Pants Music Festival is back in White Sulphur Springs for its 11th year.
The festival fills up local businesses and restaurants like Bar 47. Owners say it quadruples their sales, carrying them through the winter.
“It's kind of just an endless wave of people,” Bar 47 owner Kimberly Durham said.
For a town of 900 residents, festival organizers say it brings in roughly 15,000 people over the course of the weekend.
“The businesses all thrive by the attendees to Red Ants Pants. And it's just a good thing for White Sulphur Springs,” resident Rick Ellison said.
The festival runs through Sunday. Until then, White Sulphur Springs will be packed with visitors.
“It kind of gets people to come back here too, which is great. Yeah, I would say that's probably the biggest impact is that the people come to people who've never been here before, and then they return as tourists,” Durham said.