DETROIT LAKES — The annual WE Fest has once again transformed the quiet town of Detroit Lakes into a bustling hub of country music fans, and local businesses are reaping the rewards. Among the biggest beneficiaries is Seven Sisters Spirits, a liquor store located just off U.S. Highway 59, near the Soo Pass Ranch where the festival takes place. Since the gates opened, the store has been a steady stream of customers, with shoppers loading baskets and carts with everything from beer to spirits. For General Manager Noah Danielson, this weekend marks his first experience overseeing operations during WE Fest. He says the spike in business is not unique to his store but a citywide phenomenon. "It's fun to see the numbers go up, and it's not just us. It's a lot of businesses in town, the grocery stores. You know, I think Walmart, Menards, all of them. We all see an increase in business. The restaurants see it, so it's really impactful," Danielson said. The economic ripple effect is palpable as the festival draws thousands of attendees who need supplies, food, and entertainment beyond the concert grounds. Locals and tourists alike take advantage of the proximity to stock up on essentials, creating a mini boom for retailers. Danielson added that the atmosphere is electric, with staff working double shifts to keep up with demand. The event runs through Saturday night, Aug. 8, with performances by country stars Jamey Johnson and Brooks & Dunn headlining the final evening. While the festival itself is a major draw, its impact on the local economy is a story of shared prosperity. Small businesses, in particular, benefit from the concentrated influx of visitors. Many establishments, like Seven Sisters Spirits, plan months in advance for this weekend, ensuring they have enough inventory and staff to handle the surge. The store's location on Highway 59 makes it a convenient stop for fans coming from out of town. Danielson noted that the festival not only boosts sales but also fosters a sense of community pride. "It's a big deal for us. We look forward to it every year," he said. As the last chords of Brooks & Dunn's set fade into the Minnesota night, local business owners will likely be tallying up their receipts, grateful for another successful WE Fest weekend. The event's ability to inject life into the local economy is a testament to the power of live music and the enduring appeal of country culture in the heart of the Midwest.