BIGFORK, Mont. -

This weekend's annual Whitewater Festival in Bigfork not only saw adventurous athletes, but it also helped to promote downtown business.

While kayakers were busy on the "wild mile," spectators were out shopping at the many galleries, shops, and restaurants on Electric Avenue. Montana Bear Food, a cafe and gift store, has been in Bigfork for the past three summers, and they say the Whitewater Festival draws in more profit each and every year.

Montana Bear Food's owners tell us word of mouth from the locals helps to drive their sales during the festival, and they couldn't be more thankful.

"Between last year and this year there's kind of a clear step jump and I think that's key," said Sean Bonnet. "Maybe its an indicator. There's a lot of people that reinvested into their businesses downtown so there's some optimism. And I'm hoping its contagious and everybody's just going to show up."