BY JEFF CHUDZINSKINorth Country This Week

MASSENA -- Country music fans will not want to miss Massena's "Rockin' the River" this August.

According to Jason Hendricks, digital brand manager for the town and village of Massena, the Aug. 3 event will feature Nashville artist Brett Westgrove, along with Taylor Lavalley.

Hendricks recently told town board members that Lavalley is a rising star from the Plattsburgh area who will open for Westgrove at the event.

Hendricks said for those interested, both Westgrove and Lavalley have music available on all major streaming services, including Apple Music, Spotify and the Explore Massena webpage.

The event, which kicks off at 3 p.m. on Aug. 3, will include live music, food and drink trucks, vendors, bounce houses and other entertainment in the kid zone, as well as fireworks to cap the night off.

Hendricks took the meeting as an opportunity to thank the major sponsors who have signed on, including Northern Credit Union, Air Products, Boralex, Massena Savings & Loan, Liberty Utilities and H3 Designs, adding that other conversations are ongoing as well.

“One of the big things I always take pride in is our sponsorship dollars we take in covers the cost of all of this and doesn’t affect the taxpayer. Right now we’re about 60% of the way there,” he said.

Vendor applications are also available as well, with a small fee expected for those who sign up.

Hendricks said at last year's event roughly 25 vendors participated, however he hopes to reach 50 to 60 vendors for this year's event.

The fees raised will be used to expand other aspects of the event, including the kid zone, he said.

This will be the second year for the "Rockin' the River event," which saw over 3,000 people attend last year, Hendricks said.

"We're hoping to eclipse that this year with an even bigger event with more to offer," he previously said.

For more information, visit exploremassena.com.