Activities and events get started as early as 10 a.m. including the Junk Food Alley and Midway Rides at 11. The official kickoff, the parade, is downtown Saturday at 9:45 a.m.

Officials say they'll have more Midday rides than ever. They'll have higher profile music acts and with expanded corporate sponsorship, the organization is on firm financial ground offering expanded programming.

But, you won't see the alcohol-related issue the festival in the 1970s, according to Jack Hammer, 3RF Executive Director, says its family friendly with an event that will interest everyone.

The festival runs through July 20. If history holds true, more than 400 thousand people could attend. For the full list of events, concerts and fun, go to threeriversfestival.org