With the recent re-branding of the South Broadway Mile, which runs between Yale and Hampden avenues, a number of retailers were looking for a way to bring more exposure to the area.
"There are about 150 store owners and merchants up and down here," Schalk says, "and they're all fired up about the whole thing. It's kind of interesting. I didn't push the whole thing as much as all the merchants in the area wanted to get in the rock and roll business."
Along with a line-up of local music, the free event will include food trucks as well as local breweries. The complete band line-up should be announced next week on the South Broadway Mile website.