That's a common theme at the Hodag Country Fest.
This is the 35th year for the country music fesitval, which takes over Rhinelander for more than a week.
Take one look around Rhinelander and you'll probably see someone with a cowboy hat on this week.
Odds are they're enjoying the country music festival and local businesses are too.
"We always enjoy adult beverages here in the whirlpool," Linda Brennecke says. "Especially Bloody Mary's in the morning."
Brennecke's group knows how to Hodag.
She's a Country Fest regular, but doesn't stay on the grounds. Her group says you can't beat staying in town -- especially the Best Western Claridge, where they've stayed for 8 years.
"Bartenders, staff people here, various natives, community people," Debra Havinga says. "We look them up and the girls call them let them know we're coming."
How often will they come back?
"As long as they have us," Brennecke says.
Best Western Claridge General manager Ed Orlikowski says the doors are always open.
"Since I've been here 15 years, some of the same people keep coming back year after year. We become close friends after that amount of time. It's great to see them come back every year and enjoy themselves."
That's the easy part.
"More laughter," Brennecke says. "We just have a blast laughing. When we come here, we never laugh as much as we do when we come here. It's hilarious. The crazy people on the grounds."
This group comes from all across the state: Appleton, Green Bay, LaCrosse, New London, and Kaukauna.
"We try and keep the money in all of Rhinelander," Brennecke says. "Not just at one certain spot. I figure it's Hodag, everybody might as well have a little."
"Plus we've learned more about the town over the years by getting out and going to different places," Havinga says.
Different places around town that all lead back to the Claridge year after year.
"When do you start looking forward to this? The Monday after, hahahha."