With just a few days to go until Suffolk superstar Ed Sheeran takes to the stage at Portman Road for three nights, Ipswich businesses have said they are "buzzing" for the weekend as alcohol orders rocket.
Ed Sheeran is set to perform at the home of Ipswich Town between Friday, July 11 and Sunday, July 13.
When the news was announced, Ipswich leaders said the gigs would help the town "shine brighter".
Businesses in the hospitality sector are now getting ready for what could be the busiest weekend in their history.
Damon Jeffery, owner of The Thomas Wolsey in St Peter's Street said: "It's really exciting.
"We've been waiting for the weekend since he announced it.
"I think we are going to be very busy, I'm talking Premier League promotion day times three.
"We will have Ed Sheeran pictures up from when he performed here recently, merchandise on sale, live music with Ed Nearan, a tribute act, performing on Thursday.
"We then have two live music acts every day of the weekend, Ed's lookalike is coming down on Saturday."
The pub will once again be turning into The Old Phone for the weekend, after Sheeran took over the pub in May to perform an invite-only gig.
He said: "We will be changing again, which is great.
"Sign will be changed, hanging boards, pictures inside, all the bits of memorabilia from the gig will be going behind the bar.
"We are completely prepped, staff will be wearing pink Ipswich shirts, more beer has been ordered, our cellar is rammed. We are busy on normal football matchdays, I presume we're looking at being three times busier."
Other places around the town are preparing, with Arcade Tavern stating they were "very well prepared for the big weekend", also hosting a pre-concert party each day with DJs and street food.
Steven Wells, owner of Shamrock, added: "This is Ipswich Town pulling out all the stops to put something on a little bit special, bringing people to the town.
"I'm convinced that the town will be incredibly busy, it's a completely different demographic to what we had for the boxing and probably football.
"This gives Ipswich an opportunity to put itself in the world spotlight, not just the country, but the world.
"Are we as a town making enough effort to capitalise on that? No, are we doing enough to make our town visitors feel welcomed? No, but we are doing more.
"It's another event that proves Ipswich can be an arena town and hold that calibre of event on a regular basis.
"We're going to do it with Ed, we've done it with football, we've done it with boxing, we've done it with Music Days.
"Let's keep doing it, keep learning, keep getting better and piece by piece, Ipswich will get back on the map where it deserves to be."
Mr Wells reckons they will have an uptake of 50% to 60% more than they make in a normal week.
Danielle Abreu from Gough Hotels, said: "We're buzzing with anticipation ahead of Ed Sheeran's return to Ipswich.
"As Suffolk's own global superstar, his concerts bring a real sense of pride and excitement to the town.
"At the Salthouse Harbour Hotel, we were fully booked almost immediately after the concert dates were announced - a reflection of our reputation as the best hotel in Ipswich.
"To support fans staying further afield who couldn't manage to secure accommodation in the town, we've even arranged some guests staying at our sister property, The Angel in Bury St Edmunds, with complimentary transport to and from the concert.
"It's a brilliant moment for the region, and we're proud to play out par in helping people enjoy every second of it.
"We're embracing the hometown pride by adding some fun touches in the lead-up to tje gigs. It's a brilliant moment for Ipswich and we can't wait to welcome fans from near and far."
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