The theme for the event, hosted by the Greater Massena Chamber of Commerce, is “My Massena.”

“We want people to share their pride of Massena…no matter how vague or poignant it is,” said Nathan Lashomb, Massena Chamber executive director.

Admission is $5 for adults, $3 for students and free for kids under age five.

“Last year we had over 2,500 people and we want more this year,” he said. “Some day we want to get Bon Jovi instead of a tribute band, and the more people come out, the more we can reinvest in the festival and make it bigger and more enjoyable while mixing in local history and heritage.”

Events on Friday run from 4 to 9 p.m.

The festival will offer a variety of inflatable bounces houses and slides, a gaming trailer, dunk booth, build-a-bear, food, mechanical bull and numerous vendor booths at the Massena Arena.

For $10, children can play in the bounce houses for the entire day. There will be around 10 bounce houses.

The Massena Boy’s and Girl’s Club will host a dunk booth with some proceeds to benefit the club.

The mechanical bull and gaming trailer will be priced separately from admission.

Face painting, balloon animals and Cubby the Clown round out entertainment.

Adults can stop in the adult beverage tent and purchase wine slushies from River Myst Winery.

Italian Affair will be bringing a pizza truck and the chamber will serve a variety of food as well, including hamburgers, hot dogs and sausages.

Local bands will hit the stage Friday night with performance starting at 4 p.m. with Outta the Blue. Also playing on Friday will be the EZ Street Band and Tracer James Trio.

The festival runs from 9 a.m. to 9 p.m. Saturday with a parade set to get things started.

The parade starts at Water Street, runs down Main Street, down Bowers and across State Highway 37 to Massena Arena.

Expected participants include modified stock cars with superhero themes, high school bands, fire departments, Cubby T. Clown, law enforcement, politicians, Massena Boys and Girls Club, and more.

Live music Saturday features Atom Ghost, Atom Ghost, Alternative Motives, Timeline and Divided Roads.

“Wanted,” a Bon Jovi tribute band, will entertain the crowd from 7 to 9 p.m. Saturday.

“We wanted to get Bon Jovi, but that wasn't in the budget,” Lashomb joked.

Sunday’s highlight will be the “Chris Clark Mountain Bike Stunt Show.” Shows will be held at 11 a.m. and 2 p.m. Hours on Sunday are 9 a.m. to 2 p.m.

The festival serves as a major fundraiser for the chamber each year.

The chamber is offering an Individual Membership Program, which will offer discounts for the festival, future chamber events and savings are many local businesses.

The cost is $25 before or on the day of the festival, and includes all 3 days paid admission for a family of four.

For more info visit www.mymassena.com.