Come Saturday it's the real thing: Festival of the Roanoke.

The pre-festival celebration begins at 5:30 p.m. with a cornhole tournament and then, as Main Street Director Charles Williams calls it, the main event begins at 7 p.m. with Rock the Block, sponsored by Dominion Power with a live performance by Exit 173.

There will be a beer garden in the middle of the 1000 block of Roanoke Avenue.

Williams is pleased with the sponsorships of the festival this year. "Last year we didn't have any sponsors. This year we've had a lot to buy in. For the community that means we're getting to be more well known. I feel having a lot more sponsors means a lot more interest in what we have on Roanoke Avenue."

Those sponsorships continue with the Festival of the Roanoke Saturday, from 10 a.m. to 3 p.m. "We're working with the Boys and Girls club and the Canal Museum."

The Boys and Girls Club will hold a 5K race starting at the Canal Museum at 8:30 a.m.

The Canal Museum's involvement is important this year since there is a boat theme, culminating with the first batteaux race, the boats used to forge the Roanoke Canal.

The tie-in to boats also meant finding a grand marshal, although there is no parade, Williams said.

The grand marshal will be world champion wakeboader Adam Fields. "The river is important to us," Williams said, and the festival honors the old spirit of the river to the modern uses of water by people like Fields.

Throughout the day, Go-Mix radio will sponsor gospel concerts in the First Citizens Bank parking lot where a flag ceremony will be held, along with the reciting of the Pledge of Allegiance.

There will be vendor booths down the avenue, inflatables and bounce houses for children. There will also be food.

The Battle of Batteaux begins at noon at the Daily Herald and will go to Roanoke Valley Savings Bank.

Williams said there is a twist to the pedal powered competition: Contestants must pick up four burlap sacks before completing the race, "Which is what they had to pick up in the real batteaux."

Last year between 3,000 to 6,000 people attended, Williams said. "I would like 50,000 but realistically I would like to see 6,000."

The festival also ties in well the Main Street program to revitalize the avenue, Williams said. "As a Main Street community we talk about organization, design, promotion and economic restoration. That's what it takes to make a successful downtown district."

Williams said the festival allows, "The community to have a positive experience together to see what businesses are here."

Many businesses have strategies for bringing in customers during the festival, said Williams. "It's good for business if you can roll with the punches and do something creative on festival day. There's 3,000 people standing in front of their store."

The gospel concert schedule:

Tim Sutton Trio (10:15)

Mike Mills (11:15)

Shirley McNeal & Family (12:15)

Tony Smith (1:15)

Tim Andrew (2:00)

Also Saturday:

An Open Qualifier for the 2011 Hyperflite Skyhoundz World Canine Disc Championship will be held on Saturday 9 a.m. and a Qualifier for the 2011 Hyperflite Skyhoundz DiscDogathon World Canine Disc Championship will be held on Sunday at 9 am, at T.J. Davis Recreation Center, 400 East 6th Street, Roanoke Rapids.

Admission is free for all spectators. Novice and veteran canine disc enthusiasts alike are encouraged to compete. All competitors will receive a free official Hyperflite Competition Standard flying disc, and the top teams will receive awards.

Beginning tonight at 7 at the Roanoke Canal Museum:

The 1960s exhibit opens tonight.

On Friday the 1960s documentary debuts.

On Saturday the 1960s Music Fest begins featuring The Redublic, The What,  the area's own Aretha Franklin and Roy Orbison and more.

Call the museum for tickets and at 252-537-2769.