MILWAUKEE (WITI) -- Summerfest celebrates with the big chair, big beers, and a big smile, but the "Big Gig" also makes a big deal about small businesses.
From handwriting analysis and exotic body art to homemade goods, Summerfest vendors offer almost anything you might be looking for.
"There's always something new. There's always something to buy," said one patron.
First time festival-goers like Lara Herzog from Salt Lake City say the rows of kiosks were a pleasant surprise.
"We knew about the music and the food but we didn't really know there'd be kind of like a little street fair thing going on," said Herzog.
For Summerfest veterans, the vendor booths serve as a staple of a yearly tradition.
"I like the extra little ones because, you know, you go around, you see extra little things you didn't see last year. It adds a little more excitement to it," said Doug Wilson.
Festival merchants say they feel the love in Milwaukee.
"It's a big show, a lot of people and I'm doing good so far," said Daky Lema.
"Milwaukee is one of the only places where we get tips sometimes of all the people in the country," said Jack Libby.
Summerfest runs through July 7th, with a one day break on July 1st.