FARGO, N.D. (Valley News Live) - "It's very welcoming and inviting," says Sharon Ouma, a student at Moorhead State University.
The fires are lit and the marshmallows are toasting. Frostival 2018 is on.
"It's just been a really fun time where people come downtown, they're hanging out outside," says Ashley Morken, the owner of Unglued.
And this year it's bigger and better.
"We're always doing something new and listening to the community," says Stephonie Broughton, the Sports and Events Manager for the Fargo-Moorhead Convention & Visitors Bureau. "We're seeing a lot more traction and engagement and people are getting more excited about it so I anticipate definitely there being more and more people here."
For local business owners, that means a bump in sales.
"January through February tend to be pretty slow for us overall, and so events like this especially Frostival specifically definitely draw a larger crowd downtown," says Morken. "We definitely have more foot traffic today and tonight with Frostival attendees and other people are just hanging out downtown too with more going on."
But businesses aren't the only winners. Downtown events like Frostival allow Fargo to win over new hearts and minds.
"I feel like here it's more like a push for things going on. So like, you're aware of stuff more than it is in the cities because there's more people there so it's like not really communicated that much," says Ouma.
Leading to a bigger and more engaged community.
"I like it here. It's kinda why I decided to come to school up here," Ouma says.