Ross' Country Store is in a prime location.
It's less than a mile from the main gates of the Hodag campgrounds. And every morning, music fans drive to the store to stock up on beer and ice before the music starts.
The rush starts around 10 a.m. and goes all morning, as most people buy three or four 20-pound bags of ice and some other supplies.
Charlie Ross, the owner, says he will probably sell three semi trailer loads of ice, and 3-4,000 cases of beer.
And that scene is being repeated all over the Rhinelander area.
The Hodag boom helps make up for a lackluster winter tourism season.