RED BLUFF, Calif. - The city of Red Bluff expects to cash in this week for the 96th Annual Red Bluff Round Up.
According to Chamber of Commerce President Dave Gowan the city estimates to see $6 Million in revenue through all events.
They call it the 11 days of Round Up starting with the Cowboy Coffee last week and ending with the final rodeo performance on Sunday.
Gowan said several hotels are either sold out or filling up fast for the weekend and restaurant owners are also expecting more customers around the clock for breakfast, lunch and dinner.
Mike Roberts, Owner of Rockin R Restaurant, is a big fan of the Red Bluff Round Up and said it's one of his busiest times of year.
"We see a 30 to 40 percent increase, especially this weekend. We're always looking forward to seeing all the people, the contestants coming through. I already saw the Budweiser Clydesdale trucks," said Roberts.
The Red Bluff Round Up officially kicks off Friday April 21 and is hailed as the largest three-day rodeo in the county.
Officials estimate nearly 500 cowboys and cowgirls will complete this year, drawing thousands of fans from around the Northstate and the entire U.S. For a full list of events or tickets click here.