Avery Emmer

A steady stream of families moved through the McPherson Complex on Saturday with strawberry treats, shaved ice and lemonade in hand as live music carried across the festival grounds and children crowded the petting zoo and BMX show.

Across Gainesville, florists, grocery stores and specialty retailers are preparing for what many describe as their Super Bowl, a single week that can shape not only the month’s revenue but, for some businesses, a meaningful portion of the year’s earnings.